Business Feasibility Analysis of Ngdle Products Using the Business Model Canvas Approach

Abstract

Background - NG-dle is an instant food product made of crispy noodles with sappan wood and Antanan
(Centella asiatica) herbal extracts. This product is a contemporary product innovation that can be used as a
solution for those who are gluten intolerant, are running a healthy lifestyle, and are celiac sufferers. Therefore, we
researched the feasibility of NGdle products using the Business Model Canvas (BMC) approach. BMC is a
medium that can increase our understanding of the type of business we are running or are running.
Purpose - The purpose of this study is to utilize the Business Model Canvas to analyze the business feasibility of the gluten-free crispy noodle NGdle
methodology - This research uses qualitative methods by utilizing primary and secondary data; primary data
comes from the researcher's experience running an NG-dle business. Secondary data is collected from articles, journals, and institutions like the Central Statistics Agency. Using the business model canvas, descriptive analysis
techniques were used to identify business feasibility analysis.
Findings - According to the business feasibility analysis of NGdle gluten-free kremes noodles using the Business Model Canvas (BMC) method, all blocks in the Ngdle BMC have an important role. By continuously improving and
developing several blocks of the BMC, NGdle can become a healthy food brand that is recognized and trusted by consumers. NGdle has excellent growth potential, especially since its unique products have a broad market.
However, some improvements and further development are needed to achieve optimal growth. Some of the nine components (blocks) must be developed and improved, so there must be new ideas in each run block. In particular, the Channels' block needs to be updated because its marketing only uses social media such as
WhatsApp and Instagram. Currently, many platforms exist for selling online and building a branding image of NGdle's products. Then, the Key Relationship block should expand relationships by collaborating with
minimarkets, canteens, or cafes that focus on healthy products.
Originality - NGdle offers gluten-free crispy noodles that use herbal ingredients, such as second wood extractand antenna leaves. This provides a unique added value compared to other noodle products that may need toconsider
health and natural ingredients. Using BMC as an analytical tool provides a systematic and structured wayto
evaluate various business model aspects, including customer segments, value propositions, and distribution
channels. It helps identify the overall strengths and weaknesses of the business. This research analyzes the
feasibility of the current business and provides recommendations for continuous improvement and development, demonstrating a commitment to innovation and adaptation in a dynamic market. The findings from this research serve as a basis for developing similar business models in the healthy food sector, contributing to the literatureand business practices in this area.