GREENHOUSE-BASED PREMIUM HORTICULTURE BUSINESS PLAN DESIGN: BUSINESS MODEL CANVAS APPROACH

Ananti Yekti

doi:10.14710/agrisocionomics.v9i3.25592

DOI: https://doi.org/10.14710/agrisocionomics.v9i3.25592

GREENHOUSE-BASED PREMIUM HORTICULTURE BUSINESS PLAN DESIGN: BUSINESS MODEL CANVAS APPROACH

*Ananti Yekti

- Jurusan Pertanian, Politeknik Pembangunan Pertanian Yogyakarta Magelang. Jalan Kusumanegara No.2 Yogyakarta, Indonesia

under http://creativecommons.org/licenses/by-sa/4.0.

BibTex Citation Data :

@article{Agrisocionomics25592,
    author = {Ananti Yekti},
    title = {GREENHOUSE-BASED PREMIUM HORTICULTURE BUSINESS PLAN DESIGN: BUSINESS MODEL CANVAS APPROACH},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {10},
    number = {1},
    year = {2026},
    keywords = {Business Model Canvas; Bussiness Planning; Melon; Premium Horticulture},
    abstract = { Embracing technologies and sustainable practices can lead to a competitive edge in horticulture. One of them is the use of greenhouses for premium horticultural cultivation. A business model is essential to highlight the competitiveness and sustainability of businesses. This study aimed to design a Business Model Canvas (BMC) of greenhouse-based premium horticulture business planning. The study starts from June–December 2024. It was conducted in six provinces on Java Island. There are thirty informants. Primary data was collected through questionnaires, in-depth interviews, observations, and focus group discussions. Secondary data is obtained from various sources of literature and company documentation. Data was analyzed according to BMC. Results of business model plan design are as follows: 1) customer segment consists of premium fruit supliers, open farm visitors, individual buyers 2) value proportion is less pesticide, uniformity of product quality, exclusive physical appearance, fruit sweetness, freshness, unique experience, modern farming, and experiential learning 3) channels are carried out directly, indirectly and also by social media 4) customer relationships design through personal assistance, self-service 5) revenue streams are obtained from product saling, open farms, and courses/training 6) key resources include physical greenhouse, knowledge, finance, hydroponic and automation technology, skilled labor 7) key activities planned are melon cultivation, marketing, agri-tourism, modern cultivation training, and internship 8) key partnerships established for off-takers, modern markets, production input distributor 9) cost structure consists of investment costs for construction and operational costs. },
   issn = {2621-9778},  doi = {10.14710/agrisocionomics.v9i3.25592},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/25592}
}

Citation Format:

Abstract

Embracing technologies and sustainable practices can lead to a competitive edge in horticulture. One of them is the use of greenhouses for premium horticultural cultivation. A business model is essential to highlight the competitiveness and sustainability of businesses. This study aimed to design a Business Model Canvas (BMC) of greenhouse-based premium horticulture business planning. The study starts from June–December 2024. It was conducted in six provinces on Java Island. There are thirty informants. Primary data was collected through questionnaires, in-depth interviews, observations, and focus group discussions. Secondary data is obtained from various sources of literature and company documentation. Data was analyzed according to BMC. Results of business model plan design are as follows: 1) customer segment consists of premium fruit supliers, open farm visitors, individual buyers 2) value proportion is less pesticide, uniformity of product quality, exclusive physical appearance, fruit sweetness, freshness, unique experience, modern farming, and experiential learning 3) channels are carried out directly, indirectly and also by social media 4) customer relationships design through personal assistance, self-service 5) revenue streams are obtained from product saling, open farms, and courses/training 6) key resources include physical greenhouse, knowledge, finance, hydroponic and automation technology, skilled labor 7) key activities planned are melon cultivation, marketing, agri-tourism, modern cultivation training, and internship 8) key partnerships established for off-takers, modern markets, production input distributor 9) cost structure consists of investment costs for construction and operational costs.

Fulltext Email colleagues

Keywords: Business Model Canvas; Bussiness Planning; Melon; Premium Horticulture

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 10, No 1 (2026): Maret 2026

Agustian, I., Prayoga, B. I., Santosa, H., Daratha, N., & Faurina, R. (2022). NFT Hydroponic Control Using Mamdani Fuzzy Inference System. Journal of Robotics and Control (JRC), 3(3), 374–385. https://doi.org/10.18196/jrc.v3i3.14714
Ajitama, T. F., Susila, A. D., & Suwarno, W. B. (2024). The Effects of Watering Volume and Topping on the Fruit Quality of Two Melon Varieties in a Substrate Hydroponic System. Journal of Tropical Crop Science, 11(02), 165–174. https://doi.org/10.29244/jtcs.11.02.165-174
Aldous, D. E. (2017). Integrating horticulture into the tourism supply chain. Acta Horticulturae, 1181, 55–68. https://doi.org/10.17660/ActaHortic.2017.1181.7
Atuahene-Gima, K., & Amuzu, J. (2019). Farmcrowdy: digital business model innovation for farming in Nigeria. Emerald Emerging Markets Case Studies, 9(2), 1–22. https://doi.org/10.1108/EEMCS-03-2019-0065
Brentlinger, D. J. (2007). New Trends In Hydroponic Crop Production In The U.S. Acta Horticulturae, 742, 31–33. https://doi.org/10.17660/ActaHortic.2007.742.3
Brezeanu, P. M., Brezeanu, C., Ambarus, S., Voda, A., Robu, T., Cristea, T. O., & Calin, M. (2020). The influence of grafting on yield and quality of peppers, eggplants, tomatoes and melons – a review. Acta Horticulturae, 1270, 347–354. https://doi.org/10.17660/ActaHortic.2020.1270.42
Cavalcanti, N. M. da S., Dutra, A. F., Melo, A. S. de, Silva, F. G. da, Dutra, W. F., & Nunes Junior, E. da S. (2015). Agricultural aspects of ‘mandacaru’ melon grown in a greenhouse under different irrigation levels. IRRIGA, 20(2), 261–272. https://doi.org/10.15809/irriga.2015v20n2p261
Crosby, K. M., Leskovar, D., Jifon, J. L., & Masabni, J. (2015). ‘Pacal’ Orange Casaba: A Multi-disease Resistant, Specialty Melon Cultivar from Texas A&M AgriLife Research. HortScience, 50(11), 1723–1725. https://doi.org/10.21273/HORTSCI.50.11.1723
Dagger, T. S., & Danaher, P. J. (2014). A comparison of relationship marketing models. In Handbook of Service Marketing Research. Edward Elgar Publishing. https://doi.org/10.4337/9780857938855.00010
Danko, Y., & Nifatova, O. (2022). Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium. Humanities and Social Sciences Communications, 9(1), 77. https://doi.org/10.1057/s41599-022-01077-9
Diderich, C. (2020). Revisiting the Business Model Canvas as a Common Language (pp. 29–45). Springer Nature. https://doi.org/10.1007/978-3-030-25875-7_3
Donner, M., Gohier, R., & de Vries, H. (2020). A new circular business model typology for creating value from agro-waste. Science of The Total Environment, 716, 137065. https://doi.org/10.1016/j.scitotenv.2020.137065
Galloway, C. (2020). Integrated marketing communication. In Theory and Practice Public Relations (pp. 186–207). Routledge. https://doi.org/10.4324/9781003116950-10
Gillani, S. A., Abbasi, R., Martinez, P., & Ahmad, R. (2023). Comparison of Energy-use Efficiency for Lettuce Plantation under Nutrient Film Technique and Deep-Water Culture Hydroponic Systems. Procedia Computer Science, 217, 11–19. https://doi.org/10.1016/j.procs.2022.12.197
Harizi, A., & Trebicka, B. (2023). The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework. Academic Journal of Interdisciplinary Studies, 12(6), 159. https://doi.org/10.36941/ajis-2023-0161
Hatvani, N., Van den Oever, M. J. A., Mateffy, K., & Koos, A. (2022). Bio-based Business Models: specific and general learnings from recent good practice cases in different business sectors. Bio-Based and Applied Economics, 11(3), 185–205. https://doi.org/10.36253/bae-10820
Ibarra, M. J., Alcarraz, E., Tapia, O., Atencio, Y. P., Mamani-Coaquira, Y., & Huillcen Baca, H. A. (2020). NFT-I technique using IoT to improve hydroponic cultivation of lettuce. 2020 39th International Conference of the Chilean Computer Science Society (SCCC), 1–7. https://doi.org/10.1109/SCCC51225.2020.9281277
Kamyod, C., & Yooyatiwong, T. (2022). The Practical IoT System Designed for a Melon Farm: A Case Study for Farmer Development in Northern Thailand Region. 2022 Joint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering (ECTI DAMT & NCON), 497–500. https://doi.org/10.1109/ECTIDAMTNCON53731.2022.9720323
Knobloch, N. A., & Smith, M. (2024). Experiential Learning in School-Based Agricultural Education. In Emerging Research in Agricultural Teacher Education (pp. 98–121). IGI Golbal. https://doi.org/10.4018/979-8-3693-2766-1.ch006
Kotliarov, I. (2013). How Can Farmers Get Access to Customers? Voprosy Ekonomiki, 3, 138–151. https://doi.org/10.32609/0042-8736-2013-3-138-151
Kozina, A. M. (2021). Key Issues of Digital Transformation in Agricultural Education. IOP Conference Series: Earth and Environmental Science, 852(1), 012054. https://doi.org/10.1088/1755-1315/852/1/012054
Kurniasari, L., Azizah, M., Cahyaningrum, D. T., Rohman, F., & Dinata, G. F. (2023). Response of growth and production of melon (Cucumis melo L. var. inodorous) on different concentrations of AB mix fertilizer and gibberellin in tefa smart green house polije. IOP Conference Series: Earth and Environmental Science, 1168(1), 012011. https://doi.org/10.1088/1755-1315/1168/1/012011
Lycoskoufis, I., & Mavrogianopoulos, G. (2020). NDT, a new soilless growing system without substrate suitable for Mediterranean conditions. Notulae Botanicae Horti Agrobotanici Cluj-Napoca, 48(3), 1292–1305. https://doi.org/10.15835/nbha48311877
Manullang, M. (2016). Pengantar bisnis. Gadjah Mana University Press
Markovic, G., & Furjan, M. T. (2021). Sustainable Business Model Development. 2021 44th International Convention on Information, Communication and Electronic Technology (MIPRO), 1436–1441. https://doi.org/10.23919/MIPRO52101.2021.9597098
Nelson, R. L., & Pade, J. S. (2007). AGRI-TOURISM. Acta Horticulturae, 742, 225–227. https://doi.org/10.17660/ActaHortic.2007.742.29
Nik Wan, N., Abd Ghani, S. M., Mohamed, M. F., Said, R., Abdul Halim-Lim, S., & Kamarulzaman, N. H. (2023). A Study on Premium Packaging for Fresh Agricultural Products. Journal of Agribusiness Marketing, 11(2), 30–59. https://doi.org/10.56527/jabm.11.2.4
Nohara, K. (2024). Willingness to pay for pesticide-free vegetables in Hokkaido, Japan: the relationship between appearance and pesticide use. Humanities and Social Sciences Communications, 11(1), 12. https://doi.org/10.1057/s41599-023-02515-y
Oladapo, M. O., Abualqumboz, M., Ngoe, L. M., Oyetunji, A. K., Amaechi, C. V., Bello, R., & Amaechi, E. C. (2023). Sustainable Technology Adoption as a Source of Competitive Advantage for Pineapple Production in Ejigbo, Nigeria. Economies, 11(9), 222. https://doi.org/10.3390/economies11090222
Oladele Jo, K. (2011). Integrated Marketing Communication: A Catalyst for the Growth of E-Business Management. The Social Sciences, 6(2), 64–73. https://doi.org/10.3923/sscience.2011.64.73
Patel, J., Bhatt, T., & Joshi, A. (2024). IoT-Driven Enhancement of Hydroponic Fertilization Efficiency Through Machine Learning: A Data-Centric Strategy. 2024 Second International Conference on Intelligent Cyber Physical Systems and Internet of Things (ICoICI), 298–302. https://doi.org/10.1109/ICoICI62503.2024.10696575
PEK, R., RIEDL, M., & JARSKÝ, V. (2017). Innovative approaches in forest management - the application of a business model to designing a small-scale forestry strategy. Journal of Forest Science, 63(9), 393–400. https://doi.org/10.17221/17/2017-JFS
Perdana, T., Renaldi, E., & Kusnandar. (2017). Is it possible to build an inclusive carrot supply chain to meet modern market demand? Lessons learned from agribusiness cluster development in Indonesia. Acta Horticulturae, 1179, 341–346
https://doi.org/10.17660/ActaHortic.2017.1179.53
Pérez-Mesa, J. C., Piedra-Muñoz, L., García-Barranco, M. C., & Giagnocavo, C. (2019). Response of Fresh Food Suppliers to Sustainable Supply Chain Management of Large European Retailers. Sustainability, 11(14), 3885. https://doi.org/10.3390/su11143885
Perkins, H. E., & Brown, P. R. (2012). Environmental Values and the So-Called True Ecotourist. Journal of Travel Research, 51(6), 793–803. https://doi.org/10.1177/0047287512451133
Pratiwi, V. B., & Chumaidiyah, E. (2021). Evaluation of business model on e-commerce pt. Xyz using business model canvas approach. Proceedings of the International Conference on Industrial Engineering and Operations Management, 2008–2014. https://doi.org/10.46254/sa02.20210675
Samaha, S. A., & Palmatier, R. W. (2015). Anti-relationship marketing: understanding relationship-destroying behaviors. In Handbook on Research in Relationship Marketing. Edward Elgar Publishing. https://doi.org/10.4337/9781783478637.00017
Sato, N. (2023). IoT of melon plant continuous diagnostic technique using an open chamber system measurement for photosynthesis and transpiration. E3S Web of Conferences, 454, 01001. https://doi.org/10.1051/e3sconf/202345401001
Seck, A., & Racine Thiam, D. (2022). Understanding consumer attitudes to and valuation of organic food in Sub-Saharan Africa: A double-bound contingent method applied in Dakar, Senegal. African Journal of Agricultural and Resource Economics, 17(1), 31–47. https://doi.org/10.53936/afjare.2022.17(1).2
Shumakova, O., Mozzherina, T., & Kryukova, O. (2022). The impact of digital technologies on the transformation processes of agrarian science and education. 040008. https://doi.org/10.1063/5.0109839
Sidibé, A., Ndeda, R., Murimi, E., Mutwiwa, U. N., Kriem, L. S., Beckett, M., & Fischer, P. (2023). Design and Implementation of Energy-Water Nexus Management in a Solar-Powered NFT Hydroponic System. Universal Journal of Agricultural Research, 11(3), 664–672. https://doi.org/10.13189/ujar.2023.110316
Silva, D. S., Ghezzi, A., Aguiar, R. B. de, Cortimiglia, M. N., & ten Caten, C. S. (2020). Lean Startup, Agile Methodologies and Customer Development for business model innovation. International Journal of Entrepreneurial Behavior & Research, 26(4), 595–628. https://doi.org/10.1108/IJEBR-07-2019-0425
Stegelin, F. E. (2015). Adopting Strategic Alliances To Enhance Horticulture Supply Chain Sustainability And Profitability. Acta Horticulturae, 1090, 61–66. https://doi.org/10.17660/ActaHortic.2015.1090.10
Supanggih, D., & Widodo, S. (2013). Jurnal sosial ekonomi dan kebijakan pertanian issn 2301-9948. Agriekonomika, 2(April 2012), 173–183
Syah, R. F., Parwati, W. D. U., & Sinambela, G. P. (2024). Strategy to increase melon (Cucumis melo L.) growth and yield hydroponically with types of installation and number of fruit per plant in the greenhouse. IOP Conference Series: Earth and Environmental Science, 1377(1), 012015. https://doi.org/10.1088/1755-1315/1377/1/012015
Torres, A., Langenhoven, P., & Behe, B. K. (2020). Characterizing the U.S. Melon Market. HortScience, 55(6), 795–803. https://doi.org/10.21273/HORTSCI14859-20
Vlachopoulou, M., Ziakis, C., Vergidis, K., & Madas, M. (2021). Analyzing AgriFood-Tech e-Business Models. Sustainability, 13(10), 5516. https://doi.org/10.3390/su13105516
Wendt, M.-C., & Weinrich, R. (2024). Consumer Acceptance of Pesticide-Free Dairy Products in Germany: A Partial Least Square Model. German Journal of Agricultural Economics, 73(2). https://doi.org/10.52825/gjae.v73i2.1358
Wu, L., Danko, Y., Chen, F., Yao, X., & Zhang, F. (2022). Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace. Innovative Marketing, 18(1), 152–167. https://doi.org/10.21511/im.18(1).2022.13
Zheng, Q., Wen, X., Xiu, X., Yang, X., & Chen, Q. (2022). Can the Part Replace the Whole? A Choice Experiment on Organic and Pesticide-Free Labels. Foods, 11(17), 2564. https://doi.org/10.3390/foods11172564
Zhu, N., Li, M., Nanzai, B., Kubono, S., Fujimura, H., & Sakamoto, M. (2023). Development of a New Heat Source Based on Inducing Heat for Greenhouses. 2023 IEEE 5th Eurasia Conference on Biomedical Engineering, Healthcare and Sustainability, 60. https://doi.org/10.3390/engproc2023055060

Last update:

No citation recorded.

Last update:

No citation recorded.

under http://creativecommons.org/licenses/by-sa/4.0.

Starting from 2021, the author(s) whose article is published in the Agrisocionomics journal attain the copyright for their article. By submitting the manuscript to Agrisocionomics, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

Their article is original, written by the mentioned author(s),
Has never been published before,
Does not contain statements that violate the law, and
Does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal.

If the article was prepared jointly by more than one author, each author submitting the manuscript warrants that they have been given permission by all co-authors to agree to copyright and license notices (agreements) on their behalf, and agree to notify the co-authors of the terms of this policy. Agrisocionomics will not be held responsible for anything that may arise because of the writer's internal dispute. Agrisocionomics will only communicate with correspondence authors.

Authors should also understand that once published, their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available. The license of published articles (and additional data) will be governed by the Creative Commons Attribution license as currently featured on the Creative Commons Attribution-ShareAlike 4.0 International License. Agrisocionomics allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Agrisocionomics to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.