Strategi Peningkatan Profitabilitas melalui Program Cooking Class di P4S Mubarok Farm menggunakan Business Model Canvas

Abstract

Penurunan kunjungan Desa Wisata Ngrombo berdampak pada menurunnya pendapatan P4S Mubarok Farm sebagai destinasi eduwisata. Situasi ini mendorong perlunya strategi inovatif untuk menjaga keberlanjutan usaha. Penelitian ini menganalisis kelayakan dan strategi pengembangan program cooking class sebagai atraksi eduwisata berbasis hidroponik. Pendekatan yang digunakan adalah business model canvas (BMC) dan analisis finansial kuantitatif melalui observasi, wawancara, dan dokumentasi. Hasil menunjukkan program layak dikembangkan, dengan NPV Rp7.315.401, Gross B/C 1,09, Net B/C 3,49, IRR 55%, dan payback period 2 tahun 11 bulan. Penguatan strategi bisnis terjadi pada elemen value proposition, customer segments, dan revenue streams. Program ini telah dijalankan lima kali dan menunjukkan peningkatan kunjungan serta pendapatan. Kesimpulannya, cooking class meningkatkan profitabilitas sekaligus memperkuat peran P4S dalam eduwisata dan edukasi gizi masyarakat. Promosi konsisten dan kelas yang variatif diperlukan agar program berkelanjutan.

The decline in visits to Ngrombo Tourism Village has impacted the revenue of P4S Mubarok Farm as an educational tourism destination. This situation has prompted the need for innovative strategies to ensure the farm's continued success. This study analyzes the feasibility of a cooking class program based on hydroponics as an edutourism attraction. The business model canvas (BMC) and quantitative financial analysis were used through observation, interviews, and documentation. The results indicate that the program is feasible, with an NPV of Rp7,315,401, a gross B/C ratio of 1.09, a net B/C ratio of 3.49, an IRR of 55%, and a payback period of two years and 11 months. Strengthening of the business strategy occurred in the elements of value proposition, customer segments, and revenue streams. The program has been implemented five times, showing an increase in visits and revenue. In conclusion, the cooking class enhances profitability while strengthening P4S's role in edutourism and community nutrition education. Consistent promotion and varied classes are necessary for the program's sustainability.