Startup Company Strategy to be Sustainable through Financial Services Product: Mitra Bukalapak Study Case

Mitra Bukalapak is a B2B platform that digitalises 13.1 million Warung or Kiosks to be able sell physical, virtual, and financial products. Today, this company still having negative contribution margin. Research has been conducted shows non-T1 cities are the highest agent growth. This due unbanked people demanding get certain service. A questionnaire sent Bukalapak’s an in-depth interview with internal stakeholders done collect data. The analysis of data through qualitative quantitative found 3 potential business strategies for company. VRIO framework used identify competitive advantage internally. External STP marketing strategy 7P mix analysis. As result, developing new product portfolio can one option. Tapping into market concentrating on high-growth in T2 T3 another. Also boosting revenue from existing customers by giving higher charged fee increase take rate. study aims propose positive margin specifically its services product.