Design of Darul Maghfiroh Catering Business Model Using the Business Model Canvas Method

Abstract

Abstract—Darul Maghfiroh Catering (DM Catering) is an SME catering based in Bali serving wedding ceremonies and religious events since 2022. DM Catering revenue remains below target due to marketing that still relies on word of mouth, limited production equipment, and a shortage of skilled labor and the absence of Standard Operating Procedure. This study designs a proposed business model using the Business Model Canvas (BMC). The data was collected using field observation, interviews with the business owner and 10 customers, and literature study. The next stages after data collection are mapping the existing BMC, customer profile and business environment, followed by SWOT analysis and TOWS Matrix to determine the strategies which then are translated into the BMC. The results show that the Key Activities, Channels, and Key Resources components require the most development. The proposed business model covers expansion into daily and corporate catering segments, marketing digitalization, implementing standard operating procedures based on halal requirements, and increased production and staff capacity. The financial simulation shows that there is an increase in annual fixed cost of IDR15,356,000 to implement the new business model. With average contribution margin ratio 24.5%, the fixed cost increase can be compensated by the increase in additional monthly sales of IDR5,223,129.

Keywords—Catering SME, Business Model Canvas, SWOT Analysis, TOWS Matrix, Halal Product Assurance System.