Business model analysis of mushroom agroindustry and its sustainable development strategy in Covid-19 pandemic

Abstract The agricultural sector is one that has been impacted by Covid-19. However, because of its function in the food production sector, it to keep contributing economy Indonesia even pandemic situation. Mushroom commodities which can be considered quite promising. Many mushroom producers turn into potential Micro Small and Medium Enterprises (MSMEs). Behind good aspects, some evidence argued performance business not optimal related less capacity lack appropriate knowledge. This research aimed map Business Model Canvas (BMC), identify existing conditions model, understand strengths, weaknesses, opportunities threats agro-industry as well formulate a development strategy. descriptive quantitative study conducted April-November 2020. Respondents are owner industry chosen purposively for this research. Data analysis was mapping BMC SWOT analysis. Research shows nine elements canvas model had simplified business. Value creation done mostly online marketing, diversify products opening cooking classes sustain. Proactive strategy requires actively seize various fast environment optimizing digital marketing open partnership.