Potential Analysis and Development Strategy of Kampoeng Hidroponik As A Village Youth Entrepreneurship Pioneer

Urban Farm DB summary

A study of "Kampoeng Hidroponik," a social innovation run by the village youth group Rupa Desa in Sobontoro Village, Indonesia (2022), analyzes its business potential as a pioneering social enterprise aimed at improving slum-like settlement conditions. Using qualitative research with a PEST analysis of internal and external environmental conditions followed by a SWOT analysis, based on observation, interviews, and literature review, the study proposes product-management development strategies: product differentiation for customers, developing processed hydroponic vegetable products, building customer loyalty programs, marketing to upper-middle-class customers such as restaurants and hotels, joining hydroponics and business communities to disseminate information, and strengthening social-media promotional content. For strengthening community empowerment, it proposes increasing the capacity of Rupa Desa members as educational-tourism facilitators and managers, creating visit and training programs for students, universities, and homemaker groups, increasing urban-farming campaign activity, and raising awareness among surrounding community members who have not yet joined.