Business Model Canvas and SWOT Analysis for Catering SME Business Development: A Case Study of Bunda Ais Catering

Abstract

Catering Bunda Ais is a home-based culinary micro-enterprise in Palembang that recorded fluctuating annual sales between 2021 and 2025, including a notable decline in 2024, indicating the need for a structured business development strategy. This study aims to describe the business model of Catering Bunda Ais using the Business Model Canvas (BMC) and to formulate development strategies for the production, marketing, human resources, and finance aspects using SWOT analysis. A descriptive qualitative approach with a case-study design was employed. Data were collected through observation, in-depth interviews with the owner as the key informant, questionnaires distributed to 35 respondents consisting of employees and customers as supporting informants, and documentation. Data were analyzed using the nine BMC elements, IFAS and EFAS matrices, the SWOT matrix, and the SWOT quadrant diagram, complemented by an investment-feasibility check using Payback Period, Net Present Value, Internal Rate of Return, and Profitability Index. The results show that the BMC of Catering Bunda Ais is fairly sound, supported by broad customer segmentation, consistent food quality, affordable pricing, and delivery service, although digital promotion remains underused. The SWOT analysis places the business in Quadrant I with coordinates X = 2.91 and Y = 2.73, indicating that an aggressive (growth-oriented) strategy is appropriate. The financial feasibility indicators (PP ≈ 3.23 years, NPV = Rp87,605,455 at a 10% discount rate, IRR = 23.22%, PI = 1.35) confirm that the business is feasible to continue and expand. Recommended strategies include intensifying digital promotion, maintaining product and service quality, diversifying the menu, training employees, and strengthening the financial recording system.