Analisis Value Proposition Canvas untuk Mengidentifikasi Kebutuhan Konsumen dan Strategi Nilai Startup Rentalemon

Abstract

The growth of the creative economy in Bandung has increased the demand for filmmaking equipment among photographers and filmmakers, particularly students and independent creatives with limited capital. This condition creates opportunities for filmmaking equipment rental businesses, one of which is Rentalemon, a startup operating in Antapani, Bandung. However, increasing competition and diverse customer needs require Rentalemon to develop a value proposition that is truly aligned with customer expectations. Therefore, this study aims to analyze customer needs through the customer profile, evaluate the alignment of Rentalemon’s value proposition through the value map, and formulate strategic implications for value development using the Value Proposition Canvas (VPC) framework. This research employs a qualitative approach with a descriptive case study design. Data were collected through semistructured interviews with seven selected customers and the business owner, supported by observation, documentation, and exploratory open-ended questionnaires. Data analysis was conducted using the Miles and Huberman model combined with VPC mapping. The findings indicate that Rentalemon has achieved a high level of value fit in terms of core products and pain relievers. However, gaps remain in the gain creators dimension, particularly related to logistics services, online stock information, equipment usage education, and community-based initiatives. These findings provide strategic insights for improving service innovation and strengthening Rentalemon’s competitiveness and sustainability. Keywords: Value Proposition Canvas, value strategy, startup, filmmaking equipment rental, Rentalemon