Business Model Canvas (BMC) of Micro, Small and Medium Enterprise (MSME) on Bina Bersama from Rinisa Shrimp Cracker Processing Business Kutai Kartanegara Regency

Abstract

This study aims to describe the business model using the nine elements of the Business Model Canvas (BMC) and to assess the business feasibility of the Bina Bersama UMKM Rinisa shrimp cracker processing enterprise in Anggana District, Kutai Kartanegara Regency, using four indicators: Revenue Cost Ratio (RCR), Payback Period (PP), Return on Investment (ROI), and Net Profit Margin (NPM). The research was conducted from June to September 2025 using a purposive sampling method, with the business owner as the only respondent. The results show that the customer segments include adults aged 25–55 years, housewives, local residents of Handil Terusan Village, and employees of PT Pertamina Hulu Mahakam (PHM). The value proposition includes in the use of 100% real shrimp without preservatives, affordable price, halal certification, PIRT license, and business permit. Marketing channels include direct sales, exhibitions, cooperation with Gerai Panglima, and digital promotion through Facebook and WhatsApp. Customer relationships are built through personal communication and a Word of Mouth. Key resources consist physical assets, family labor, promotional support from PT PHM, and personal capital. Key activities comprise production, problem solving, and marketing. Supported byKey partnerships with shrimp suppliers, Gerai
Panglima, and PT PHM. The cost structure include investment costs of IDR6,108,611, depreciation costs of IDR63,735.42, and variable costs of IDR4,884,354.31. Revenue streams comes from offline sales, retail distribution, and honorarium from PT PHM. The analysis indicates that the business is financially eligible with an RCR of 1,58, PP of 3 months, ROI of 47%, and NPM of 37%.