A Exploratory Study on Developing a Business Model for Potato-Based Startup “Potato Lab”

Abstract

Exploratory Study on Developing a Business Model for Potato-Based Startup 

“Potato Lab”

Potato Lab represents an innovation in the snack food industry, specifically offering baked potato products with a variety of appealing flavors and toppings. Amid the rising consumption of potatoes in Indonesia, particularly in urban areas, Potato Lab seizes this opportunity by providing baked, not fried, products to offer a healthier choice for consumers.

This study aims to explore consumer preferences for Potato Lab's products and assess the impact of product innovation on competitive advantage and sales. The research employs a mixed-methods approach, incorporating both qualitative and quantitative methods. The qualitative aspect includes Focus Group Discussions (FGD) with 10 participants who are potential customers and in-depth interviews with 3 experts from various backgrounds. Meanwhile, the quantitative survey involves 642 respondents aged 15-34 years in South Tangerang.

The study results indicate that consumers highly appreciate the product innovations offered by Potato Lab, especially regarding taste and texture. The baking method, which results in potatoes that are crispy on the outside and soft on the inside, is well-received, with the original (cheese sauce), mushroom, and tuna flavors being the favorites. Quantitative findings show that 63.4% of respondents perceive baked potatoes as healthier compared to other potato snack variants.

This study's contributions reveal that product innovation can significantly enhance competitiveness and sales. Additionally, Potato Lab makes a crucial contribution to creating a new trend in the snack food market, which not only meets consumer demand but also increases customer loyalty. Therefore, Potato Lab can strengthen its position in the business ecosystem by adapting to market dynamics and collaborating with various business partners.

Keywords: Business model, entrepreneurship, Potato Lab, snack Industry, baked potato, product innovation