The Mapping of SME Food Stall's Business Model in The Covid-19 Pandemic (Study on Pondok Bakso Mataram in Tebing Tinggi, North Sumatra)

Abstract

Several studies focus on business activities through a business model approach and the issues surrounding it in Micro, Small, Medium Enterprises (MSMEs), especially during this Covid-19 virus pandemic. The issue raised is how these MSMEs adapt to changes caused by the lockdown rules. The Government limits the mobility of people and the operating hours of various businesses, especially those where people gather, and change prioritize of consumer purchases to groceries. The food stall is affected by the lack of consumer purchases coming to the shop or stall, which means declining sales. Small shop MSMEs such as Pondok Bakso Mataram in Tebing Tinggi, North Sumatra, also experienced a decline in sales. Before the pandemic, they only sold directly at stalls; previously, they did not use online channels. The addition of online channels wants to be understood more comprehensively through the canvas business model framework. Additions or adjustments to the business building blocks are carried out through a descriptive qualitative approach using semi-structured interviews starting from the channel block by adding the marketplace channel. Informants are the staff at the shop as many as four people. The analysis uses a matrix table that shows similarities and differences in information in each business block and then mapped it on the business model canvas framework. The results show that online channels to SME businesses such as Pondok Bakso Mataram can serve more consumers by paying attention to more responsive communication services, maintaining good food taste quality, and promoting price discounts. These findings can be important for another similar MSME to help them understand a business model using online platforms as new channels to survive and grow in this pandemic situation.

Keywords: Business Model, Online Channel, Small Medium Enterprise, Covid-19 Pandemic, Food Stall Business