Identifying elements of mushroom business development in Malang City with a Canvas model approach

The mushroom agroindustry has a profitable business opportunity for farmers because it is easy to cultivate, needs short planting time, and does not require extensive land. Moreover, the price of post-harvest products quite high. To face increasingly intense competition, actors need implement strategic management increase competitiveness. purposes this study are identify model using mode canvas (BMC) approach, analyse internal external factors formulate alternative development strategies SWOT analysis. result shows that viewed by nine elements BMC. By analysis, strength in its on clear consumer segmentation (0.650). weakness anticipating fewer consumers’ enthusiasm toward healthy food (0.500). optimizing online market (1.200). threat competitors from other (0.525). Some alternatives developing based hold maintain position consists four combined strategies: increasing product quality (SO), promotion services (ST), marketing social media (WO), evaluating relationship (WT).