PENDAMPINGAN PENINGKATAN MEDIA PROMOSI BERBASIS BUSINESS MODEL CANVAS UNTUK MENINGKATKAN DAYA SAING UMKM PENTOL PIRING BU ANDRIA

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in supporting local economic growth; however, many business owners still face challenges in marketing and branding. One of the MSMEs experiencing these problems is Pentol Piring Bu Andria in Madiun City. Based on field observations and Business Model Canvas (BMC) analysis, the business was found to have limited promotional media, weak visual identity, and underutilized digital marketing. This community service program aimed to improve the competitiveness of the MSME through promotional media development and business branding enhancement. The implementation methods included field observation, interviews, Business Model Canvas preparation, problem identification, implementation of mentoring activities, and evaluation using a before-and-after approach. The mentoring program resulted in several outputs, including a new business banner, standing banner, logo stickers, product price list, and promotional activities through WhatsApp. The evaluation indicated improvements in business branding, easier business identification by customers, an increase in the number of daily customers to approximately 60 people, and higher daily revenue compared to the condition before the mentoring program. These findings demonstrate that mentoring based on the Business Model Canvas can strengthen marketing strategies and improve the competitiveness of MSMEs sustainably.