Citation:

Suyono, Triwulan Ari Saputro. "Business Development Strategy of Ray Koi Bandung Using the Business Model Canvas (BMC) Approach" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 148-154, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I1P118

Abstract:

The rapid growth of the ornamental fish industry in Indonesia has driven increasing competition among small-scale traders, breeders, and digital sellers. Ray Koi Bandung is a microenterprise that specializes in selling Blitar-origin koi fish to consumers in Bandung, primarily through Tokopedia. Despite maintaining a relatively stable monthly turnover of approximately IDR 15 million since 2020, the business faces several challenges, including limited customer reach, dependence on a single sales channel, mortality risks during storage and delivery, and the absence of product differentiation. This study aims to map Ray Koi Bandung's business model using the Business Model Canvas (BMC) and to formulate low-cost, short-term strategic initiatives that can be implemented in the short term. Using a qualitative descriptive approach supported by observation, interviews, and documentation, the research identifies gaps in several BMC blocks—particularly customer segments, value propositions, marketing channels, and revenue streams. The findings show that strategic improvements, including targeted local expansion, enhanced fish-handling practices, simple social-media marketing, customer engagement, and basic product bundling, can strengthen the business model without major capital investment. The study concludes that incremental enhancements across all nine BMC blocks can drive sustainable business development, improve operational efficiency, and position Ray Koi Bandung for measurable growth in Indonesia’s competitive koi market.

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Keywords:

Business Development, Business Model Canvas, Koi Fish, Digital Marketplace, Microenterprise.