Business model analysis of mushroom agroindustry and its sustainable development strategy in Covid-19 pandemic

The agricultural sector is one that has been impacted by Covid-19. However, because of its function in the food production sector, it has to keep contributing to the economy of Indonesia even in the pandemic situation. Mushroom is one of the agricultural commodities which can be considered quite promising. Many mushroom producers turn into potential Micro Small and Medium Enterprises (MSMEs). Behind the good aspects, some evidence argued that the production performance of the mushroom business is not optimal related to less capacity and lack of appropriate knowledge. This research aimed to map Business Model Canvas (BMC), identify the existing conditions of the business model, and understand the strengths, weaknesses, opportunities and threats of the mushroom agro-industry as well as formulate a business development strategy. This research is a descriptive quantitative study conducted in April-November 2020. Respondents are the business owner of the mushroom industry chosen purposively for this research. Data analysis was by mapping BMC and SWOT analysis. Research shows that nine elements of the canvas business model had simplified the business. Value creation done by mostly online marketing, diversify products and opening cooking classes to keep the business sustain. Proactive strategy requires mushroom agro-industry to actively seize various opportunities in the fast development of in business environment by optimizing digital marketing, marketing strategy and open partnership.