CREATING NEW STRATEGY FOR BUSINESS SUSTAINABILITY THROUGH BUSINESS MODEL CANVAS ( BMC ) EVALUATION IN PAPER MANUFACTURING

: In addition to increasingly fierce global competition, the company is also faced with existing products that have entered the declining phase, newsprint and HVS Recycled paper so that the company must create new branding, new marketing for packaging paper and implement new strategies so that the company's revenue does not decline, but can be improved, both in terms of revenue and profit, and reduce operating costs. The analysis is carried out on each element of the Business Model Canvas, namely Customer Segments, Channels, Customer Relationships, Value Propositions, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure. In the manufacturing industry, the hardest challenge is at the back stage, where companies are required to operate excellence in order to achieve cost efficiency and increase company profits. This research was conducted for six months starting from Januari 2021 to June 2021. In this study, the informant were 5 employees, consisting of 1 General Manager and 4 managers (production manager, purchasing manager, marketing manager and QC manager ). The data analysis technique used is descriptive analysis (Creswell,2014). Data testing in this study was carried out using the data triangulation method. This research was conducted at PT. Adiprima Suraprinta which is engaged in paper manufacturing with the aim of creating new strategies that are useful for business sustainability through Business Model Canvas (BMC) evaluation can be applied immediately.


1) Value Proposition
Value proposition is the reason why customers choose our products or services. In other words, value proposition is also the value that we promise to deliver to our customers. Some elements that might contribute to value proposition creation : a. Newness Product or service that satisfy an entirely new set of needs, in which the customers previously didn't perceive because there was no similar offering. This is often happened in the technology related business, such as cell phone. b. Performance The product or service being offered can improve customer performance to be more efficient / more effective. c. Customization Customized product or service to meet the specific needs from individual customer. d. Getting the job done The product or service being offered can simply help the customer to get the job done. e. Design The product or service offer more artistic value than functional value. f. Brand A high class brand gives social status to its buyers. g. Price Offering a competitive price or affordable price according to its customer segments. h. Cost Reduction Helping customers to reduce their cost ( to be more efficient ). i. Risk reduction Reducing the risk that may incur when purchasing the product or service. Ex : purchase with guarantee. j. Accessibility Making product or service available to customers who previously lacked access to them. k. Convenience / Usability Making things more convenient or easier to use. Ex : Walkman to Ipod. From the 11 possible value proposition, we need to see 3 values that really represent our organization.

2) Customer Segments
Customers comprise the heart of any business model. Without ( profitable ) customers, no company can survive for long. A company may define one or several small or large customer segments. There are different types of customer segments, asf : a. Mass Market One large group of customers with broadly similar needs and problems. Ex : consumer electronic sector b. Niche Market Market segment with has specific, specialized customer segments. Ex : car part manufacturers depend heavily on purchases from automobile manufacturers. c. Segmented Market Market segment with slightly different needs and problems but still in the similar category. Ex : watch industry, the medical industry. d. Diversified Market An organization with a diversified customer business model serves two unrelated customer segments with very different needs and problems . Ex : Amazon, tokopedia. e. Multi sided platform / multi sided market Multi sided market means the company serves two or more interdependent customer segments. Ex : credit cards company needs a large number of credit card holders and also merchants who accept the credit card.

3) Channels
Describes how a company communicates and reaches its customer segment in order to deliver its Value Proposition. A company can choose between direct channel (own channel) or indirect channel ( partner channel ) to reach its customers. Channels have five distinct phases and each channel can cover some or all of the phases. a. Awareness The initial step to inform customer and increase awareness of our product or service. b. Evaluation Helping customers to evaluate our value proposition. c. Purchase Customer's purchasing methods d. Delivery the way we deliver our value proposition to our customers. e. After sales Customer service / support after sales.

4) Customer Relationships
A company should clarify the type of customer relationship it wants to establish with each customer segment. Customer relationships may be driven by some motivations such as : customer acquisition, customer retention or boosting sales ( upselling ). Several categories of customer relationships that might establish with a particular customer segments : a. Transactional A relationship ended when the transaction is completed. b. Long Term There is a membership or a subscription so that the relationship is considered long term. c. Personal Assistance One sales representative can serve / assist more than one customer. d. Dedicated Personal Assistance One sales representative specifically dedicated for an individual client / customer. It represents the deepest and most intimate type of relationship and normally develops over a long period. e. Self Service In this relationship, a company maintains no direct relationship with customers or in other words, customers can assist themselves. f. Automated Service A more sophisticated form of customer self-service which can recognize individual customers and their characteristics and offer information related to orders / transactions. g. Communities In order to be more involved with customers, many companies are utilizing user communities. It can facilitate connection between community members, exchange knowledge and solve each other's problems. It also can help companies better understand their customers. h. Co -Creation Company provide a place where all customers can write reviews and ideas.

5) Revenue Streams
It's about how the company generates its revenue streams. And there are some ways such as : a. Asset sale b. Usage Fee c. Subscription Fees d. Lending / Renting / Leasing e. Licensing f. Brokerage Fee g. Advertising Each Revenue stream might have different pricing mechanisms. The type of pricing mechanism chosen can make a big difference in terms of revenues generated. There are two main types of pricing mechanism : Fixed and Dynamic pricing ( as shown in figure 3). Fixed pricing is predefined prices that based on static variables. Meanwhile the dynamic pricing is changing price based on market conditions.

6) Key Resources
Every business model requires key resources to allow the enterprise operating, creating and offering the value proposition to the customers. Different key resources are needed depending on the type of business model. Key resources can be physical, financial, intellectual or human. Key resources can be owned or leased by the company or acquired from key partners. 7) Key Activities The key activities describe the most important things a company must do to make its business model works. Like key resources, key activities also differ depending on the type of business model. Key activities can be categorized as the following activities but can also mix : a. Production Production activities dominate the business models of manufacturing firms.
b. Problem solving Key activities of this type relate to coming up with new solutions to individual customer problems, and widely seen in consultancies, hospitals and other service organizations.
c. Platform / Network Key activities in this category relate to platform management, service provisioning and platform promotion.

8) Key Partnerships
The key partnerships describe the network of suppliers and partners that make the business model works.
There are four different types of partnerships : a. Strategic Alliances between noncompetitors b. Coopetition : strategic partnerships between competitors. c. Joint ventures to develop new businesses. d. Buyersupplier relationships to assure reliable supplies. Companies create alliances in order to : a. Optimize their business models ( economy of scale ) It's illogical for a company to own all resources or perform every activity by itself. Optimization and economy of scale partnerships are usually formed to reduce costs, and often involve outsourcing or sharing infrastructure. b. Reduction of risk and uncertainty.
Partnership can help reduce risk in a competitive environment characterized by uncertainty. c. Acquisition of particular resources and activities.
Some companies rely on other companies to furnish particular resources or perform certain activities. Such partnerships can be motivated by needs to acquire knowledge, licenses or access to customers. 9) Cost Structure The cost structure describes all cost incurred to operate a business model. There are two broad classes of business model cost structures : Cost-driven and value-driven. a. Cost-driven Focus on minimizing cost wherever possible ( focus on cost efficiency ). b. Valuedriven Some companies are less concerned with the cost implications of a particular business model design and instead focus on value creation. Cost structures can have the following characteristics : a. Fixed cost Costs that remain the same despite the volume of goods or services produced, such as salary, rents and physical manufacturing facilities. b. Variable cost Costs that vary proportionally with the volume of goods or services produced. c. Economies of scale Bigger output will bring down the average cost per unit produced. d. Economies of Scope Cost advantages that a business enjoy due to larger scope of operations (big capacity). To start filling the initial block on the BMC can be done in several ways depending on business needs. It can start from offers or trends in the market (offer-led), the resources we have in business (resources-led), existing and familiar consumers (customer-led), capital/funds owned by the company (finance-led) and from some of the strengths we have from the existing nine blocks (multiple centred-led). There are 4 external factors that influence Business Model Canvas : Key Trend (regulatory trends, technology trends, societal and cultural trends, socioeconomic trends), Market Forces (market segments, needs & demand, market issues, switching cost, revenue attractiveness), Industry Forces (supplier and other values chain actors, stakeholder, competitior incunbent, new entrants, substitute products and services), Macro Economic Forces (global market condition,capital market, economic infrastructure, commodities and other resources). Therefore, with the dynamic changing in business climate that caused by external factors, it is necessary for the company to evaluate BMC from time to time to be able to create new models that are in accordance with the latest conditions in the industry. Every designed Business Model must be tested for validation in order to minimize the risk in making changes or adaptations of each model. Tests are needed to ensure that the hypotheses we made are in accordance with the realities in the current business world. To achieve good test accuracy, databases need to be taken from several trusted sources. And to be able to strengthen the hypothesis that we have made, the data can be either in the form of primary data or secondary data. After doing a new test, we proceed to the next stage by making a prototype to be tested and then, we get information, data and learning from the adaptation of the model from the previous BMC. This is in accordance with the lean start-up concept to validate each model with accurate data to minimize risk (Ries,201). Figure 6: Test Layer Source : Business Model Generation

Research Method Type of Research
The type of research used is descriptive qualitative, where the researcher here tries to collect data, evaluate, analyse critically and conclude based on the facts.

Source Of data :
In this study, the data sources used two data sources, namely primary data sources and secondary data sources. Primary data comes from observations and interviews with informants to obtain the required data and information (Sarwono, 2006). Secondary data is data after primary data because the information and data needed are difficult to find (Bungin, 2008). Primary data in this study is internal staff and secondary data obtained from consumers and suppliers.

Research Subjects and Objects :
In this study, the research subjects were 5 employees, consisting of 1 General Manager and 4 managers ( production manager, purchasing manager, marketing manager and QC manager ) along with customers and suppliers of PT. Adiprima Suraprinta. And the object of the research is a paper mill, PT. Adiprima Suraprinta. The researcher is the key instrument and data was collected from January 2021 to June 2021.

Data Collection and Data Analysis Techniques :
Data collection techniques in this study were carried out through interviews, documentation of data and library studies on journals and books which were then evaluated and analysed by researcher. Referring to (Creswell , 2014 ), the data analysis technique used is descriptive analysis, namely by describing the nine elements of the business model canvas which are then re-evaluated to determine new business strategies for facing the challenges that exist today. The method to be able to choose the right informants in this study is a non-probability sampling technique, which is a technique to select informants by not providing equal opportunities to each member of the population who is determined to be an informant (Sugiyono, 2011).
They are selected using a purposive technique, which is selected on the basis of having a deep understanding of the company. The data analysis used went through the following stages: identifying all information and data obtained from primary and secondary sources, filtering data, determining categories, checking data validation and providing understanding of the data (Moleong, 2011). Data Testing : Data testing is done by data triangulation method. Data triangulation was carried out after the research phase had been formulated and concluded with various findings. All existing findings will be reviewed with relevant theories and in one scientific family. This comparison is needed to be able to find links in existing findings and theories (Putra, 2013).

Result and Discussion 4.1 Result
In this part, there will be an explanation on the implementation of the nine elements in Business Model Canvas at PT. Adiprima Suraprinta.

Value Propositions
To be able to survive in the paper business, it's crucial for company to be able to determine and maintain its value proposition. Because value proposition is considered a promise that we will deliver to customers. The 3 value propositions of the company that must be maintained are as follow : a. Cost Reduction Recycled raw materials have been proven to provide an opportunity for the customers to be able to reduce production costs compared to having to use paper made from virgin pulp. b. Customization With a small capacity, company is more flexible in serving customers needs, both in terms of paper grade and minimum order quantity. c. Brand The company is known as paper manufacturer using recycled raw materials with a good reputation.

Customer Segments
The customers of the company is segmented, all industries that need recycled paper for their raw materials. And from the customer company's scale and type of customers, the company mostly serve Business to Business (B2B), i.e publishing company, printing company, note book manufacturer , converting etc.

Customer Relationships
The company understand that it's important to clarify the type of customer relationship it wants to establish with each customer segment. In this case, refer to the interview with the manager, company maintain a good customer relationship in order to get customer acquisition, customer retention, boosting sales ( upselling ) and even create new product according to customer's needs. The company distinguishes its sales person based on the type of paper sold and one sales person can serve more than one customer. So, based on the categories that mentioned on Business Model Generation, company is adapted Personal Assistance to establish and maintain the relationship with customers. Besides, when company is going to create a new product, it usually use the Co -Creation way to gather ideas, information from the customers so that the new product creation will be more suitable with customer's needs.

Channels
Describes how a company communicates and reaches its customer segment in order to deliver its Value Proposition. A company can choose between direct channel (own channel), indirect channel (partner channel) or mix both to reach its customers. Adiprima adapt both combination between direct and indirect channel in order to get the business done. Direct channels mean that the company sell directly to the customers. company has its own sales forces actively contact with customers through phone call, WA, email or visitation. Indirect Channels mean that the company also sell the products through distributors or agents.

Revenue Streams
It's about how the company generates its revenue streams. And in this case, the only way company generates its revenue streams is through asset sale, which is Paper. Each Revenue stream might have different pricing mechanisms. The type of pricing mechanism chosen can make a big difference in terms of revenues generated. In manufacturing, especially in paper industry, the pricing mechanism is pricing dynamics. The industry depends a lot on the external factors such as price of raw materials, currency rate, shipping rates etc, which affect the pricing.

Key Resources
Every business model requires key resources. These resources allow a company to generate revenue, growing and be sustainable. Different key resources are needed depending on the type of business model. A paper manufacturer need capital intensive production facilities, high skilled human resources, intellectual resources and strong financial resources. Capital intensive production facilities include all physical assets such as infrastructures for paper machines, supporting production facilities such as waste water treatment, water treatment, solid waste treatment etc. meanwhile in human resources, it required high skilled persons to fill in the production process, supporting process such as electric, mechanic, research and development team, quality control etc. Intellectual resources in paper industries such as brand, proprietary knowledge, customer database are the important resources of a strong business model. Paper industry is not only capital intensive, but also need strong financial resources. Raw materials are the biggest component in the cost structure and it needs big financial resources. This is why financial resource is also an important resource to prepare.

Key Activities
Each business model has a number of key activities in order to deliver value proposition to customer, generate revenue and keep growing. In a paper industries, the key activities can be categorized as : a. Operational marketing, procurement, finance, warehouse, quality control, research and development, human resources department, IT, production, waste treatment department, mechanic and electric department. b. Platform / network Networking is also an important activity in a paper industry because it needs support from others as well. Good relationship with customers, suppliers, financing company (banking), government related parties and paper associations will bring a substantial value to the company.

Key Partnerships
Companies create alliances through partnerships in order to optimize their business models, reduce risk and acquire resources. In this company, the key partnership is only buyersupplier relationship, but in some bigger mills, they might have their own particular resources such as pulp manufacturer. It's important to keep a good partnerships with the suppliers in order to optimize the allocation of resources and activities. And in paper industry, it's really important to have a good partnerships especially with waste paper suppliers. Waste paper is not being produced, but it's being collected. If the supplier is not reliable, the supply of waste paper may come out with high contaminants which is a big loss for the paper industry. Other than waste paper suppliers, paper industry also must have a good partnerships with all suppliers (chemicals, supporting materials, spare parts) and with all related parties (banks, legal support, solid waste treatment, distributor and government related parties).

Cost Structure
All the most important costs that incurred during the operational of the business model. In a paper industry, the cost structure model mostly are cost driven model. This model focus on cost minimizing / cost efficiency wherever possible. And the cost structure consists of Fixed cost and Variable Cost. Fixed cost includes salary, depreciation, insurance, General and Administration cost. Variable cost includes raw materials, chemicals, supporting materials, energy, fuels, maintenance, waste treatment, and other costs. Besides, paper industry is more about economy of scale, the higher the capacity is, the lower the fixed cost.
that arise and getting customer orders back. In addition to those mentioned above, in order to increase work efficiency within the company's internal, the company will also create a "communication board" where later the level from supervisor up is required to log in at least twice a day to monitor cross department operations within the company. It is hoped that with this communication board, response time can be improved, especially regarding customer satisfaction such as resolving complaints or claims from customers. In order to increase the sustainability of a company, with the implementation of the Business Model Canvas in a business, it will be easier to create and design a strategy within the company. This is in line with research (Kurniasari R., Kartikasari D., 2018;Krisnawan KA, 2018;Solihah E. , Hubies AV, Maulana A., 2014;Varianto V. 2017).

Conclusion
Business models describe, as a system, how the pieces of a business fit together. A good business model yields value propositions that are compelling to customers, achieves advantageous cost and risk structures, and enables significant value capture by the business that generates and delivers products and services. (Slávik Štefan, Bednár Richard ,2014).
A competitive strategy explains how a company will do better than the rivals. And doing better means being different, having something that no other business has. Strategy analysis is thus an essential step in designing a competitively sustainable business model. Magretta, J. (2010).
Paper industry is a mature industry. Some main strategies that mature industries must considered in the midst of global competition are to manage price signalling, price leadership, non price competition and / or capacity control. In a mature industry, in order to protect its source and competitive advantage, it's important that the industry itself has to develop its supply and distribution strategy. And due to intense competition among mature industries, the nature of the industry is shaped by the dominant company. In the case of paper mills in Indonesia, the dominant companies are referred to big capacity companies such as Sinar Mas Group , Fajar Surya Wisesa. If one company changes its strategy, other companies, especially those in the same strategic group, will react by changing their strategy as well. Thus, the company's strategy becomes very interdependent. The main issue that mature industries facing is how to protect their competitive advantages and at the same time maintain the profits.
In manufacturing industries, the stage that is more difficult and important to observe is the back stage, especially key resources, key partners and key activities which will later be able to form a value proposition, where the products produced are in accordance with the market and market expectations. Some of the findings from previous evaluation studies of BMC are finding an innovative value proposition with consumer needs, strategies to increase revenue at the BMC frontstage (Channel, Customer Segment, Customer Relationship, Revenue Stream) and Lowering operational costs in the BMC backstage section ( Key Resources, Key Activities, Key Partnerships, Cost Structure). BMC really needs to always be evaluated to be able to meet consumer needs especially in the disruptive era. With the lean startup concept, in order to achieve a sustainable company, it is necessary to be able to look for problems -solution fit, product -market fit and safety fit so that every product produced by the company can be in accordance with what consumers want ( Ries, 2011;Harianto, 2018)