Frozen Fruit Diversification as a Supply Chain Solution: A Business Development Plan for a Fruit Beverage Micro-Enterprise

Purpose – This study aims to develop a business development plan for SiGemoy, a fresh beverage business, to achieve business sustainability and identify its potential for expansion amid seasonal raw material availability and fluctuations in consumer purchasing power caused by extreme weather conditions. Design/Methodology/Approach – This qualitative descriptive study employed participative observation, interviews, and document analysis for data collection. The data were analysed through triangulation using PESTEL, SWOT, and TOWS frameworks, complemented by an investment feasibility analysis. Findings – The findings indicate that developing a more adaptive business system through strengthened supply chain management, fruit-based product innovation, and optimized operational and marketing strategies can support sales stability. The investment feasibility analysis demonstrates strong financial potential, with an NPV of IDR 24.4 million, PI of 5.65, IRR of 183%, and DPP of 1.25 years, indicating that the proposed business development is financially feasible. Originality/Value – This study provides an integrated business development approach that combines strategic analysis and investment feasibility assessment to address supply chain uncertainty and market fluctuations in a fruit-based beverage business. The findings offer practical guidance for SiGemoy to strengthen resilience, achieve sustainable growth, and pursue future business expansion.