Evaluation and Design of GoniGoni Business Model Using Business Model Canvas

Abstract

GoniGoni is one of the start-ups engaged in waste management that creates business value from people who want to turn their waste into economic value. Start-up GoniGoni provides a waste management system from source to end by optimizing the role of waste recyclers by using appropriate technology to create a recycling chain. GoniGoni.id has several services such as Goni Menabung, Gonicorner and Gonivercon. However, to increase the value proposition and reach new customers, a proper management strategy and business modelling are needed for this start-up. To help GoniGoni develop its business, this research was carried out to evaluate the business model of GoniGoni using Business Model Canvas. The first step in conducting this research is mapping the start-up's existing business model where the data is obtained from observations and interviews. The next step is conducting customer profiling by doing interviews with customers, which is followed by conducting an analysis of the business environment using data from a literature study. All data is used to do business model evaluation by using SWOT analysis, which is done for all nine blocks that are classified into four groups: value proposition, infrastructure, customer interface, and cost-revenue. The result of SWOT analysis then is used to formulate strategies, which is used to design the value proposition canvas and business model canvas. This research is expected to help GoniGoni to focus on the most important business elements and will have the greatest impact on driving start-up growth. The improvement proposed in this research includes improvement in the blocks of customer segment, value proposition, revenue streams and all related blocks.