Strategi Pengembangan Produk Bisnis Makanan Olahan Sehat Menggunakan Metode Lean Startup

Nazar, Falah Aghaditama (2025) Strategi Pengembangan Produk Bisnis Makanan Olahan Sehat Menggunakan Metode Lean Startup. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini : Falah Aghaditama Nazar 6047231050 : Nurhadi Siswanto, S.T., MSIE., Ph.D., ABSTRAK bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi keberhasilan produk makanan olahan sehat dan mengembangkan metode pengembangan produk baru menggunakan pendekatan lean startup. Penelitian ini didasarkan pada meningkatnya kesadaran konsumen terhadap kesehatan dan kebugaran, yang mendorong permintaan akan makanan olahan sehat. Sebanyak 80% konsumen pada tahun 2022 memilih gaya hidup lebih sehat, dengan 45% di antaranya memulai perubahan ini dengan memperhatikan asupan makanan. Penelitian ini menggunakan objek berupa bisnis yang sedang berjalan, yaitu "De Natural Taste", sebuah brand makanan olahan sehat berbasis daging yang beroperasi di wilayah Jabodetabek. Produk-produk dari De Natural Taste mengusung konsep makanan sehat berbasis frozen food seperti dimsum, chicken nugget, dan sejenisnya, dengan komitmen tidak menggunakan MSG, pengawet kimia buatan, serta pewarna sintetis. Metode lean startup yang digunakan menekankan pada siklus build- measure-learn untuk meminimalisir risiko dan mengoptimalkan proses pengembangan produk melalui iterasi cepat dan umpan balik pelanggan. Penelitian ini mengadopsi pendekatan kualitatif dan kuantitatif, termasuk survei dan wawancara mendalam. Data dari proses ini dianalisis dan digunakan untuk membangun dan menyesuaikan Business Model Canvas (BMC) dari bisnis yang telah ada. Kontribusi dari penelitian ini mencakup pengembangan MVP (Minimum Viable Product) berbasis frozen food sehat, validasi pasar, serta peningkatan model bisnis secara iteratif. Penelitian ini diharapkan mampu memberikan landasan praktis dalam pengembangan produk makanan olahan sehat di Indonesia.
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This study aims to identify the factors that contribute to the success of healthy processed food products and to develop a new product development method using the lean startup approach. The research is motivated by the growing consumer awareness of health and wellness, which has led to increased demand for healthy processed foods. In 2022, 80% of consumers opted for a healthier lifestyle, with 45% of them beginning this change by paying closer attention to their food intake. The lean startup method, which focuses on the build-measure-learn cycle, is employed to minimize risks and optimize the product development process through rapid iterations and customer feedback. This research utilizes both qualitative and quantitative approaches, including surveys and in-depth interviews with consumers and industry players in the healthy processed food sector in the Jabodetabek area. Key factors in the success of healthy processed food products include transparency, nutritional information, and the use of natural ingredients. Additionally, the application of the lean startup method is expected to enable companies to respond quickly and efficiently to changes in consumer preferences. This research aims to provide practical contributions to the development of more efficient healthy processed food products that meet the evolving needs of the market.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	lean startup, makanan olahan sehat, MVP, BMC, De Natural Taste, frozen food
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. T Technology > TS Manufactures > TS170 New products. Product Development
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	- Davi Wah
Date Deposited:	29 Jul 2025 05:47
Last Modified:	29 Jul 2025 05:47
URI:	http://repository.its.ac.id/id/eprint/123387

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