Proposed Business Strategy to Increase User Download and User Registered for “ABC” Application: A New PT XYZ Digital Touchpoint for MSME’s Customer

Micro Small Medium Enterprises (MSMEs) have become one of Indonesia’s most significant contributions to economic growth. Based on data from the Ministry of Cooperatives and SMEs in March 2021, Micro Small Medium Enterprises (MSMEs) had contributed 61,07% of Indonesia’s Gross Domestic Bruto (GDP) or Rp 8.573,89 Billion. Per March 2021, the total of Micro Small Medium Enterprises (MSMEs) in Indonesia has reached 64,2 Million business entities and contributed more than 117 million Human Resources all over Indonesia. With these significant contributions to the Indonesian economy and to make MSME survive in the challenge of the digital era Indonesia Government made a program in 2021 called “MSME’s Go Digital, Go Global”, targeting 30 million MSMEs to go digital in 2024. PT XYZ as one of the digital companies in Indonesia launched a new Digital TouchPoint (DTP) named “ABC” as one of the ways to speed up internet penetration and make it accessible for every MSMEs, grabbing MSME’s market in Indonesia, and participating on succession Indonesian government program.  As a new application, PT XYZ is facing a problem: the user download and user registration of “ABC” are still low; hence, PT XYZ needs new business strategies to increase user download and user registered. Several steps have been taken to propose new business strategies for PT XYZ. For gathering data and conducting a comprehensive external and internal analysis, questionnaires and in-depth interviews were done. VRIO Framework analysis and Internal Factor Evaluation (IFE) were used for internal factors analysis, and Porter’s Five-Forces and External Factor Evaluation (EFE) were used for external factors analysis. Diamond Strategy Formulation was used to formulate the proposed strategies to increase user download and user registered for “ABC”. The proposed strategies are divided into two kinds there is the short-term strategy which will be implemented and executed for one to three years, and the long-term strategy.