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Abstract
Smolio is a fashion clothing startup that adopts a fun, pop, and bright-colored concept. This study aims to evaluate appropriate strategies for developing Smolio’s business in facing competition within the Indonesian fashion industry. The research employs a qualitative approach with data collection techniques including interviews, observations, and documentation involving both internal and external parties of Smolio. Data analysis is conducted by applying the Lean Canvas framework through mapping Smolio’s business conditions into nine elements, namely problem, customer segments, unique value proposition, solution, channels, revenue streams, cost structure, key metrics, and unfair advantage. The results indicate that Smolio faces major challenges in the form of limited initial funding, insignificant product sales, and suboptimal marketing strategies. The application of Lean Canvas assists Smolio in identifying business problems and evaluating its business model through deeper customer segmentation, optimization of marketing strategies in line with market developments, and more structured financial and cost management to enhance competitiveness against competitors and ensure business sustainability in the future.
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References
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- Eisenmann, T. R., Ries, E., & Dillard, S. (2011). Hypothesis-Driven Entrepreneurship: The Lean Startup. Harvard Business School Publishing.
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- Rahayu, N. C., Hidayat, H. S., & Laily, D. W. (2024). Implementasi Lean Canvas sebagai alat strategis dalam pemecahan masalah pada UMKM
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- Trimi, S., & Berbegal-Mirabent, J. (2012). Business model innovation in entrepreneurship. International Entrepreneurship and Management Journal
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- Zott, C. Amit, R., & Massa, L. (2011). The business model: Recent developments and future research. Journal of Management
- Zulaikhah, N. F. A., Sulasari, A., & Evelina, T. Y. (2023). Implementasi Lean Canvas terhadap strategi pemasaran pada UMKM Keripik Tempe Cak Mul di Kota Malang.Politeknik Negeri Malang.
References
Ardi, W. K., Salam, R., Alfaruk, M. H., & Agung, I. W. P. (2021). Penerapan Lean Canvas pada startup pembelajaran bahasa Inggris Lunchat. Jurnal Ilmu Komputer dan Bisnis (JIKB)
Azzahra, Q. (2024, August 5). Kinerja industri tekstil anjlok 2,63 persen di Triwulan II-2024. Tirto. https://tirto.id/kinerja-industri-tekstil-anjlok-263-persen-di triwulan-ii-2024-g2lL
Badan Pusat Statistik. (2023). Profil Industri Mikro dan Kecil 2022. Jakarta: BPS.
Bisyri, M., & Rahman, M. F. (2023). Motivasi mahasiswa Universitas Fajar dalam memilih fashion sebagai komunikasi identitas sosial. Jurnal Ilmiah Mandala Education (JIME)
CNBC Indonesia. (2019, July 12). Gairah industri fashion Indonesia. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20190712155341-3584555/gairah-industri-fashion-indonesia
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
Eisenmann, T. R., Ries, E., & Dillard, S. (2011). Hypothesis-Driven Entrepreneurship: The Lean Startup. Harvard Business School Publishing.
Hambarto, B. (2020). Studi Perilaku Konsumen Dalam Memilih Barbershop Di Surabaya Timur. In Seminar Nasional Ilmu Terapan (SNITER) (Vol. 4, No. 1).
Husnayain, I. (2017). Implementasi Lean Canvas Pada Startup Dalam Menghadapi Persaingan (Studi Pada Startup Talangin). (Doctoral dissertation, Universitas Brawijaya).
Jaya, M. A., Ferdiana, R., & Fauziati, S. (2017). Analisis Faktor Keberhasilan SDM Startup. In Prosiding SNATIF Ke-4.
Kotler, P., Armstrong, G., & Harris, L. C. (2019). Principles of marketing (Eighth European Edition). Pearson.
Maurya, A. (2012). Running Lean: Iterate from Plan A to a Plan That Works. O’Reilly Media.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons Media.
Patrakomala. (2021).https://patrakomala.disbudpar.bandung.go.id/en/grafik
Pratiwi, D. O. (2019). Strategi pemasaran produk fashion secara online pada pelanggan MatahariMall.com di Kota Bengkulu perspektif ekonomi Islam. Institut Agama Islam Negeri Bengkulu.
Rahayu, N. C., Hidayat, H. S., & Laily, D. W. (2024). Implementasi Lean Canvas sebagai alat strategis dalam pemecahan masalah pada UMKM
Kaamelo. Universitas Pembangunan Nasional “Veteran” Jawa Timur.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach.
Septy, R. N., Mayrawanti, N. A. E., & Kusmayati, N. K. (2024). Pengaruh konsumtif fast fashion dalam gaya hidup berpakaian Gen Z. STIE Mahardhika Surabaya.
Sugiyono Pd. (2014). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Bandung: Cv. Alfabeta.
Suryanto. (2021). Kisah sukses UMKM warung setelah gabung platform digital. Antara News. https://www.antaranews.com/berita/2464337/kisah-sukses-umkmwarung-setelah-gabung-platform-digital
Trimi, S., & Berbegal-Mirabent, J. (2012). Business model innovation in entrepreneurship. International Entrepreneurship and Management Journal
Ulafiyah, S. K. A., & Ernestivita, G. (2023). Implementasi metode Lean Canvas sebagai marketing strategy pada Agrowisata Onokabe Desa Jekek Kabupaten Nganjuk. Universitas Nusantara PGRI Kediri.
Wandira, L. (2024, September 11). Kalah bersaing dengan branded, Hippindo sebut penjualan fashion turun 10% semester I. KONTAN. https://industri.kontan.co.id/news/kalah-bersaing-dengan-brandedhippindo-sebut-penjualan-fashion-turun-10 semester-i
Wediawati, T., & Rahmayani, E. F. (2021). Implementasi Lean Canvas pada startup dalam menghadapi persaingan bisnis barbershop. Program Studi Administrasi Bisnis, Universitas Mulawarman.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Thousand Oaks, CA: SAGE Publications.
Zott, C. Amit, R., & Massa, L. (2011). The business model: Recent developments and future research. Journal of Management
Zulaikhah, N. F. A., Sulasari, A., & Evelina, T. Y. (2023). Implementasi Lean Canvas terhadap strategi pemasaran pada UMKM Keripik Tempe Cak Mul di Kota Malang.Politeknik Negeri Malang.