Strategy · 05/12
Business Model Canvas
Objective
Design a Business Model Canvas that supports the digital marketing strategy of Pedasaurus, focusing on customer acquisition, brand positioning, marketing channels, and business growth opportunities.
Scope of work
- 01Conducted competitor and target audience analysis.
- 02Defined customer personas and value proposition.
- 03Developed digital marketing channels, including Instagram, TikTok, Shopee, and WhatsApp Business.
- 04Designed customer relationship strategies through social media engagement and promotional campaigns.
- 05Identified revenue streams and business opportunities to increase profitability.
- 06Evaluated operational costs and marketing investments to improve business performance.
The work
Customer segmentsStep 01
- women aged 25–40 (urban, active)
- young employees/professionals with high mobility
- students and spicy-food-loving university students
- middle income (Rp3–8 million/month)
- snack and spicy-food lovers
- online shoppers
- resellers/dropshippers
Value propositionStep 02
- spicy snack with a level system (Level Dino 1–5)
- tasty, crunchy texture
- quality ingredients and hygienic production
- affordable price with good value
- modern, attractive packaging
- suitable for all occasions (hangouts, work, travel)
- easy to order and quick delivery
ChannelsStep 03
- marketplaces (Shopee, Tokopedia, TikTok Shop)
- social media (Instagram, TikTok, Facebook)
- WhatsApp Business (orders and repeat orders)
- live selling (TikTok Live, Shopee Live)
- events, bazaars, resellers/dropship
Customer relationshipsStep 04
- routine promos (discounts, bundling, flash sales)
- education on spice levels, tips and engaging content
- fast chat response (WA & marketplace)
- loyalty program/reward points for repeat orders
- community of spicy-food fans (engagement through social media)
Revenue streamsStep 05
- unit sales
- value bundling (2–3 pcs or more)
- upselling (premium / higher-level products)
- cross-selling (other products such as seblak, baso aci, spicy sauce)
- membership/loyalty program
- reseller & dropship program
- flash sales & high-volume campaigns
Key resourcesStep 06
- quality raw-material suppliers
- kitchen/production facility
- brand and packaging design (Pedasaurus brand)
- production, admin, CS and packing team
- marketplace, social media and customer database accounts
- order, payment and logistics system
Key activitiesStep 07
- product R&D (flavor and spice level)
- production and quality control
- supply-chain and inventory management
- packaging and branding
- digital marketing and content
- sales and customer service
Key partnersStep 08
- production/packaging vendors
- raw-material suppliers (spices, flour, oil, plastic)
- marketplace platforms (Shopee, Tokopedia, TikTok Shop)
- logistics services (JNE, J&T, SiCepat, Ninja)
- influencers/affiliates/culinary KOLs
- designer, photographer and content videographer
Cost structureStep 09
- production costs (raw materials, spices, oil, packaging, labor)
- marketing (ads, content, influencers, promos, endorsements)
- operations (electricity, water, rent, admin, CS)
- logistics and distribution
- platform fees (marketplace, payment gateway)
- R&D and innovation
- taxes and legal (PIRT, Halal, NIB, etc.)
Source slide
Result
A structured Business Model Canvas that serves as a strategic guide for marketing activities and business development. It provides clear insights into customer needs, competitive advantages, digital marketing channels, and revenue generation, helping the brand build a stronger market presence and achieve sustainable growth.