Designing a Business Model for Start-up Development of Downstream Wetland Products Based on Design Thinking

Abstract Wetland in South Kalimantan, especially swamp land, covers 6.07% of the land area. Wetland base products need to be accommodated in a start-up by providing a business design model accommodating many users. The research aimed at designing a business model accompanied by monetization to become a reliable start-up specifically for wetland commodities applying the concept of design thinking. The methodology began with conducting a needs analysis, determining an issue strategy, creating a demand design using the Analytical Network Process, establishing a Hierarchial Task Analysis for idea development and product design, conducting brainstorming, followed by further analysis until creating a Business Model applying five design thinking concepts, namely empathize, define, ideate, prototype and test. The application built based on the business model was named Hiyung Wonderful Wetland, Lambung Mangkurat University (HW2 ULM). Analysis of user needs included Admins, Innovators, Partners who were individual consumers/wholesalers, material providers and for monetization purposes. Entity Relationship Diagram (ERD) started from identifying to determine what entities used in the diagram, then determining the entities having relationships, followed by adding attributes and determining key attributes for each entity. After carrying out the empathize, define, ideate stages towards users, a prototype was produced with a wireframe design starting from the start page, registration, main page, consultation page, chat page schedule, pay page to forum page. The application of the Test concept was still being verified towards target validation. The visualization (UI) and Application part involves the user’s feelings when operating a digital product (UX) likewise with the back end having high security. User recommendations are that the HW2 ULM Prototype can be tested immediately to be eligible to obtain a license.