Deya Prastika and Ira Fachira
School of Business and Management, Institut Teknologi Bandung, Indonesia
Abstract: In Indonesia, MSMEs have contributed significantly to the country's GDP, employment rate, and investment. With the growing IT industry in Indonesia, MSMEs in this industry have a vast potential for growth. However, both internal and external factors can impact their growth and success. In this study, we aimed to provide recommendations for the business strategy of PTIDM, a small IT enterprise in Indonesia, using qualitative methods and internal and external analysis. Our analysis using the Business Model Canvas (BMC) and PEST analysis identified several factors that affect PTIDM's performance. We found that the declining revenue of PTIDM could be attributed to a lack of clear roles and standard operating, procedures for employees, limited marketing efforts, and low emphasis on service offerings. The political stability, growing economy, increasing demand for IT products and services, and emerging technologies in Indonesia offer opportunities for PTIDM to expand its business and attract new customers. The proposed BMC emphasizes the importance of personalized services, social media optimization, and external funding to maintain a skilled workforce, attract new customers, and generate revenue. Our study provides insights into the development of effective business strategies for MSMEs in the IT industry in Indonesia.
Keywords: MSMEs, IT industry, Business Model Canvas, PEST analysis