ANALISIS BUSINESS MODEL CANVAS PADA UNIT BISNIS KULINER TERINTEGRASI URBAN FARMING
Keywords:
Business Model Canvas, Hydroponics, Upstream-Downstream Integration, Urban Farming, AgroindustryAbstract
The growth of urban farming initiatives in Indonesia has spurred the emergence of integrated business models combining hydroponic cultivation with culinary downstream processing units. Studies on the Business Model Canvas (BMC) in urban farming generally focus on the production sector—specifically hydroponic cultivation—as the sole subject, while culinary downstream processing units that utilize their own harvests have rarely been comprehensively examined. This study aims to map and analyze the nine elements of the BMC at Kedai Aksioma, a culinary business unit of Jatinangor Urban Farming (JUF) that integrates five food and beverage outlets with four hydroponic crops. The study employed a qualitative method using a single-case study approach through participatory observation, in-depth interviews with key informants, and documentation conducted from June 30, 2025, to September 8, 2025. The results show that Kedai Aksioma builds its value proposition through the differentiation of fresh hydroponic-based products, on-site tourism experiences in the greenhouse, and agro-education directly linked to culinary recreational facilities, supported by four main customer segments, three distribution channel approaches, and three forms of customer relationships. The upstream-downstream integration model is capable of absorbing 30% of Jatinangor Urban Farming’s (JUF) daily hydroponic production, resulting in a 5% increase in added value compared to the sales margin of raw hydroponic produce. Revenue streams are diversified through the sale of hydroponic produce, operational partnerships, and the agro-education services sector. The BMC mapping in this case study can serve as a strategic reference for the development of similar urban farming initiatives focused on upstream-downstream integration.Downloads
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