Business Model Analysis of TKD Consumer to Consumer (C2C) Online Marketplace by Using Business Model Canvas

PT. TKD which has an online marketplace Consumer to Consumer (C2C) is one of the largest and fastest growing internet companies in Indonesia. This study aims to evaluate its business model in order to generate recommendation for improvement of the current business model. The business model evaluation was conducted by using the business model canvas method through interviews for mapping their nine building blocks. Then, SWOT questionnaires were shared to the internal people of the company and also the external society for mapping the IPA matrix in order to evaluate the company's performance and to execute opportunities that exist for further improvement of the current business model. Based on the SWOT evaluation of the business model, IPA matrix shows that seven attributes have negative performance, those attributes are related to the dimensions of revenue/expenses and marketing (channel), which are currently being considered as main problems faced by TKD. The final results show the improvement of the new business models generating recommendations on five building blocks including partners, key resources, customer relationship, and channel. Future studies may be directed to do more in-depth analysis of the value co-creation that may be applied by TKD involving online sellers.