Implementation of Business Model Canvas Development

— As one of the business development strategies, dr. Reni. G made improvements by remodeling its business model. This study uses a descriptive analysis methodology on the case study of the Beauty Clinic of dr. Reni. G. After conducting the literature study, interview process, Focus Group Discussion, and observation, then a SWOT analysis was carried out to determine the uniqueness of dr. Reni. G to be in line with the capabilities of existing resources.The results of the SWOT analysis in quadrant I (1.662602; 1.777778), showed that the Beauty Clinic dr. Reni. G requires a progressive strategy. To be able to achieve the expected performance targets and profit, it is important to immediately implement improvements to the nine elements of the Business Model Canvas in the Beauty Clinic of dr. Reni. G increasingly fierce


I. INTRODUCTION
Maintaining appearance is the main thing for some people. The post-pandemic conditions have not discouraged society, both women and men, from always improving their appearance. This certainly encourages more promise for industry players in the beauty clinic business followed by increasingly fierce competition. Various innovations in beauty treatment methods along with supporting beauty care products are presented thoroughly in the beauty business industry, especially in beauty clinics.
In general, people in Indonesia like to visit beauty clinics with the aim of not only cleaning or brightening the skin but also perfecting some parts of the body so that they look more ideal and attractive, which can gain them more attention both in the real world and in cyberspace. For example, treatments for tightening and softening facial skin, slimming the cheeks, removing wrinkles on the neck, slimming the chin, neck, and many others, which of course will increasingly encourage business opportunities for beauty clinics now and in the future.
Beauty clinic dr. Reni G has been established for more than 10 years on Jalan Kalimantan 34, Blitar City, East Java. As a shareholder as well as the main director dr. Reni Gresnawati and as a representative is dr. Gatut Wicaksono was assisted by some staff.
Statistical data shows that 2020 will be a challenging year for the beauty business. The categories of cosmetics, skincare, personal care, and fragrances experienced a very significant decline.  [1].
Statistics results of Revenue Growth of the Beauty & Personal Care at Indonesian Marketin 2020 made businesspeople aware of the beauty industry that product innovation and related services, from upstream to downstream, must be more proactive and intensive. The pattern of changes in market behavior has encouraged dr. Reni. G to develop interesting and unique design concepts tosurvive and be able to compete well. Therefore, the owner of the Beauty Clinic, dr. Reni. G has a plan to carry out an appropriate and realistic business model to correct the existing deficiencies.
The Business Model Canvas as a working map that is flexible and easy to understand is the right choice to describe a business model. The approach through the Business Model Canvas is very easy to implement by a business organization engaged in the manufacturing product industry and the service industry as well as for periodic evaluations to obtain a new business model that is more appropriate to the organization's vision and mission.
Reviewing an existing form of a business model as a whole, and regularly is very important. Focus on every detail of its elements for improvement and innovation so that organizational performance becomes more productive [2], a more effective and solution method in this research is to combine SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) on every element in the analysis of the Business Model Canvas.
The problem formulation of this research is "How to create better performance and profit at Reni Beauty Clinic. G through the SWOT Analysis approach and Business Model Canvas?". The purposeof this research is to identify the fundamental elements of the dr. Beauty Clinic business system. Reni. G and analyzing the strengths, weaknesses, opportunities, and threats in the Beauty Clinic business, dr. Reni. G along with the improvement factors in the Business Model Canvas.This research is expected to provide benefits to the company as an insight to improve the business performance of dr. Reni. G continuously and as for readers to get ideas about the business description of a beauty clinic.
The limitation of this research is the data comes from the existing conditions at clinic dr. Reni. G during the research timeline and this research was carried out only to the stage of improving the preparation of the model. There are several assumptions used in this research, the first assumption is the vision, mission, and strategy of dr. Clinic. Reni. G did not change in the research process. While the second assumption is the resource person is an expert in their field.

II. LITERATURE REVIEW A. Understanding Beauty Clinics
According to the Indonesian Dictionary [3]a clinic is a health organization that provides curative health services in the form of diagnosis and treatment in dealing with an illness. health problems. Meanwhile, a beauty clinic is a clinic that offers dermatology services. Dermatology (from Greek: derma which means skin) is a branch of medicine that studies the skin and parts related to the skin such as hair, nails, sweat glands, and so on. So it can be concluded that a beauty clinic is a form of the service industry that provides services in the form of health and beauty care for skin, hair, nails, and others that add value to the aesthetic aspect.

B. Business Model Canvas
According to Moris et al,[4] a business model is a brief representation of how a set of decision variables in the areas of business strategy, architecture, and economics are interrelated to create a sustainable competitive advantage in the marketplace.
Another opinion from Osterwarlder, Pigneur, and Clark (2010) business model describes thinking about how an organization creates, delivers, and captures its business values. Presenting concepts that are simple, relevant, easy to understand and can be implemented and evaluated as complex as any company condition. An effective step to assess the integrity of the overall business model is to combine a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) through the Business Model Canvas (BMC).
The Business Model Canvas describes the values that the company wants to offer to several customer segments and partners to create, market, and provide profitable and sustainable revenue streams [5].
Osterwarlder, Pigneur, and Clark [2] add that the Business Model Canvas is a business model consisting of 9 blocks of business activity areas that are outlined in 1 canvas sheet. The 9 blocks include Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structures. These 9 blocks are the elaboration of the 4 main pillar designs that must exist in a business. The four pillars are offers, customers, infrastructure, and finance.

Meanwhile,
Wallin, Chirumalla, and Thomson [6] stated that the Business Model Canvas is a promising tool to create and evaluate new business models easily and quickly.
Hong Y Ching, and Fauvel [7], underline the importance of implementing BMC and recommend it for use by business people and academia. BMC provides a more holistic understanding, so it is very helpful for users in their efforts to develop their business plans.
Business Model Canvas is a framework that functions to evaluate a company's business model and its use has contributed to the development of an organization. The Business Model Canvas focuses on implementing the basic ideas to create value in an organization [8]. Meanwhile, according to Herawati et al. [9], the Business Model Canvas is a business framework that is needed by every businessperson in running their business so that business processes take place according to the vision and mission that have been set.
The purpose of the Business Model Canvas is to introduce a standard way of assessing a business model run by a company. With the concept of a business model that must be easy to understand and can be easily communicated through good design, this is not talking about developing a business model but assessing a good business model [10].
Osterwalder and Pigneur [2] also state that it is used to visualize ideas, logical thinking, or frameworks of designers to make it easier for business actors in making decisions, including designing, evaluating, and managing their business models. The advantage of implementing the Business Model Canvas is that it can see more accurately how the form of business is being or will be run.
Through the Business Model Canvas, you can see the big picture of a business model, complete and detailed regarding the key elements of the business being run so that you can see the complete picture which is very helpful in answering questions about the movement of the business. By gradually evaluating each key element, it will provide convenience and practicality in analyzing and taking steps to things that are not appropriate for improvement.
Another advantage of the Business Model Canvas is that it can turn complex business model concepts into simple ones. In the book Business Model Generation, Alexander

CustomerSegments
The core of a business model is that can provide profit (profit) for the company. Without customers, no company can survive long. Companies can group customers into different segments by common needs, common behaviors, or other attributes. A business model can determine large or small customer segments [2].

Value Propositions
A Variety of products and services will create value for certain customer segments [2]. Valueis the reason why customers choose the products and services of a company over other companies because the company is considered to have advantages in solving problems and meeting customer needs.

Channels
A medium for companies to communicate with their customers to convey a value proposition [2].

Customer Relationships
Explanation of how to maintain the relationship between the company and consumers. The company must describe the type of relationship each customer segment wants to build. Various types of relationships range from providing individual personal assistance to each consumer, utilizing the community, or even in the form of "self-service."

Revenue Streams
Income or income received by the company from its customers for the value proposition provided by the company to customers [2].

ResourcesKey
The most important assets needed to make a business model work. Every business model requires key resources, key resources enable companies to create and offer value propositions, reach markets, maintain customer relationships, and generate revenue [2].

Key Activities
The most important things a company must do to make its business model work [2].

Key Partnership
The network of suppliers and partners makes the business model work. Companies offer partnerships for a variety of reasons, and partnerships are the cornerstone of many business models. Companies create alliances to optimize their business models, reduce risk, or acquire resources [2].

Cost Structure
Describes all costs incurred to operate the business model. cost structure describes the most important costs incurred while operating in a particular business model. Creating and delivering value, maintaining customer relationships, and generating revenue all come at a cost [2].
The manuscriptarticle should be written in Englishin the font of Times New Roman, which includes thefollowing:abstract,introduction,researchmeth odology,resultsanddiscussions,conclusion,ackn owledgment, and references. The manuscript shouldbeprepared viatheMicrosoftWordprocessor.  According to Prentice Hall [12] SWOT analysis is: the swot analysis provides helpful information for matching resources and capabilities to the competition in which the organization operates. the model can be used as an instrument for devising and selecting strategy and is equally applicable in any decision-making situation, provided the desired objective has been clearly defined.

C. SWOT Analysis
Richard L. Daft [13] asserts that "SWOT analysis includes efforts to identify the strengths, weaknesses, opportunities, and threats that determine the company's performance. Meanwhile, Pearce and Robinson argue that SWOT analysis is part of the company's strategic management process that aims to identify strengths, weaknesses, opportunities, and threats [14].    Have not provided maximum product information or innovation