Designing Business Models through a Combination of BMC and UML Methods at Eiger Adventure Store Bandung

Eiger Adventure Store Bandung is a company that manufactures outdoor clothing and accessories. The problem with Eiger, related to the lack of activities to educate customers about the difference between original and counterfeit products. Referring to the problems in Eiger, the purpose of this study is to design a Business Model Canvas (BMC), design a business model using the Unified Model Language (UML), create a User Interface visualization through a MockupMockup. The research method used is qualitative through SWOT support. Referring to the BMC of this research, a new business model recommendation has been produced, namely QR Code Scan. This business model has been described through UML and is visualized with Mock-Up. The UML diagram involved, among them, is the Use Case Diagram, which consists of five actors, namely customers, employees, cashiers, admins, and warehouse employees. The actor interacts on four Use Cases, namely choosing a product, QR Code Scan, Database, and payment. The Class Diagram consists of five main classes: customers, employees, cashiers, admins, and warehouse employees. The process contained in the QR Code Scan is a solution to provide education to customers to be able to distinguish genuine or imitation products. Keyword—Business Model Canvas, Unified Model Language, QR Code Scan, SWOT Abstrak—Eiger Adventure Store Bandung adalah suatu perusahaan yang memproduksi pakaian dan aksesoris outdoor. Permasalahan pada Eiger, berkaitan dengan kurangnya kegiatan mengedukasi para pelanggan, mengenai perbedaan produk asli dan produk tiruan. Merujuk permasalah pada Eiger tersebut, maka tujuan penelitian ini adalah membuat desain Business Model Canvas (BMC), merancang model bisnis menggunakan Unified Model Language (UML), membuat visualisasi User Interface melalui suatu Mock Up. Metode penelitian yang digunakan bersifat kualitatif melalui dukungan SWOT. Merujuk pada BMC penelitian ini, maka telah dihasilkan suatu rekomendasi model bisnis yang baru, yaitu QR Code Scan. Model bisnis ini telah digambarkan melalui UML, dan divisualiasikan dengan Mock Up. Diagram UML yang terlibat, diantaranya adalah Use Case Diagram yang terdiri dari lima aktor, yaitu pelanggan, pegawai, kasir, admin, dan pegawai gudang. Aktor tersebut berinteraksi pada empat Use Case, yaitu memilih produk, QR Code Scan, Database, dan pembayaran. Pada Class Diagram, terdiri dari lima kelas utama, yaitu: pelanggan, pegawai, kasir, admin, dan pegawai gudang. Proses yang terdapat pada QR Code Scan, merupakan solusi untuk memberikan edukasi kepada pelanggan, agar dapat membedakan produk asli atau tiruan. Kata Kunci—Business Model Canvas, Unified Model Language, QR Code Scan, SWOT INTENSIF, Vol.4 No.2 August 2020 ISSN: 2580-409X (Print) / 2549-6824 (Online) DOI: https://doi.org/10.29407/intensif.v4i2.14097 INTENSIF: Jurnal Ilmiah Penelitian dan Penerapan Teknologi Sistem Informasi 185


I. INTRODUCTION
Referring to the Creative Economic Agency [1], there are culinary and fashion businesses in the creative industry's sub-sector. It consists of 16 sub-sectors; culinary, fashion, craft, television & radio, publishing, application & game developers, advertising, music, photography, performing arts, product design, architecture, interior design, film, visual communication design.
Indonesia has a high potential in this field because it has abundant resources, thus supporting its development. Indonesia has considerable human resources for the development of the creative economy. It is supported by a young population of around 43% [2].
As one of the cities in West Java, Bandung is famous for its many fashion industries and has succeeded in developing it. It can be seen from the increasing growth of factory outlets, clothing companies, and distribution stores so that fashion becomes an icon of Bandung [3]. In Bandung, many fashion products can be found; one of them is clothing and outdoor accessories. The serene city of Bandung is one of the reasons why outdoor clothing products are trendy. Many companies produce outdoor clothing and accessories such as Consina, Rei, and Eiger.
Eiger Adventure Store Bandung is one of the companies that produce outdoor clothing and accessories. Ronny Lukito founded the company in 1979 in Bandung, West Java. At the beginning of the company, the company only had two sewing machines. Eiger customers have a high buying interest because they are interested in good product quality; this positive trend makes Eiger a quality brand and is a well-known brand in Indonesia to foreign countries.
However, Eiger Adventure Store Bandung's sales turnover decreased from year to year due to the counterfeiting of Eiger products that destroyed the product's image and the company. The lack of direction in educating customers about good product authenticity makes Eiger experience difficulties regarding counterfeiting of commodities in circulation. There are still many customers who cannot distinguish genuine Eiger products from imitation products.
The hypothesis for this research lies in the phenomenon of lack of education to customers to distinguish genuine products from counterfeit products in the customer relationship block in the business model canvas. Business model canvas (BMC) is a language that describes the visualization, assessment, and change of business models. This business model canvas has nine building blocks, namely: customer segments, value propositions, channels, customer relationships, revenue streams, vital resources, key activities, key partnerships, and cost structure [4].
The business model framework of this business model canvas is known to be better and easier to understand. Business model canvas is the best choice because it has proven its success and has been widely applied in domestic and foreign companies in making plans through the linkages of nine blocks in the business model [5]. BMC creates general knowledge and language that can be shared because it is easy to interpret [6].
Eiger's problem is related to the lack of education to customers about the difference between original and counterfeit products. This education is essential for Eiger so that customers can know and buy wisely. However, Eiger still lacks a clear explanation. Eiger still has shortcomings in its business model, and it also needs to change its business model in Eiger. Based on the phenomena and problems that occur at Eiger Adventure Store Bandung, a methodology is required to design a system in the customer relationship block based on recommendations from the business model canvas. Two methods can be used in creating a system, namely structured and object-oriented methodology.
Unified Model Language is a visual language for determining, creating, and documenting artefacts from a system through models and diagrams, and offers an excellent framework [7].
UML is the specification most often used by the Object Management Group and is a standard tool for object-oriented modelling and documentation [8]. UML was chosen as a model for designing a system in the customer relationship block. UML is an option because it is very flexible, allowing various types of modelling, such as business model modelling workflows and event sequences. UML is becoming the standard for modelling software. This model provides blueprints for developers to know what is needed to build [9]. UML also facilitates comprehensive modelling techniques to describe system models and are used for various applications, especially for documentation purposes [10]. UML is used to capture and document all program requirements in object-based systems [11]. A series of UML diagrams that can do business model descriptions are presented in five charts, namely: Use Case Diagrams, Use Case Scenarios, Activity Diagrams, Sequence Diagrams, and Class Diagrams [12].

II. RESEARCH METHOD
For the relationship between the concepts used and the stages of activities carried out in this study, a framework for thinking in completing research was made. This framework of thought can be seen in Figure 1.  The following presents a methodological stage, which describes all the activities carried out in the research. This methodology is based on the research framework contained in Figure 1. The methodology stages of the research activity are made to realize the structure that has been designed in the design of business models. The research steps can be seen in Figure 2.  Figure 2, the steps in the figure were adapted from SDLC. SDLC has four stages, namely, planning, analysis, design, and implementation [13]. This section explained the narrative steps of research, starting from planning, analysis, design, and implementation. Explanations regarding these images can be seen as follows:

Analysis
This stage starts with observation and data collection. Data collection is done through structured interview and observation methods. After the data is obtained, the validity test is carried out. There are four data validity tests in this study. These are credibility test, transferability test, dependability test, and confirmability test. Then do data processing or data analysis. In the data processing stage, there are three activities, namely: data reduction, data display, and conclusion drawing. Then we get the canvas business model that is happening or the initial BMC. In order to find out the relationship between the results of observations and data collection regarding the weaknesses of this system. It is concluded by conducting a SWOT analysis, the results of which will be used as a reference for the design stage.

Design
This stage starts from making a recommendation for a business model canvas; in this stage, a proposal for a business model is obtained, namely a QR code scan. The modeling rules contained in the unified modeling language are used to design the modeling of business processes. This design activity uses five diagrams, namely: use case diagrams, use case scenarios, activity diagrams, sequence diagrams, and class diagrams.

Implementation
This stage begins through the application of the UML design by creating a mockup user interface. Mockups are made using MarvelApp. Then proceed with giving conclusions and suggestions.

III. RESULT AND DISCUSSION
A. Existing System

Business Model Canvas
Based on the interview results, we get a business model that is happening at Eiger Adventure Store Bandung. Information and knowledge from the business model are mapped on a business model canvas with nine blocks to produce the overall experience as a basis for further processing [14] [15]. The following is an illustration of the Eiger Adventure Store Bandung canvas business model, which can be seen in Figure 3.

b. Key Activities
Eiger Adventure Store Bandung's main activity is selling online and offline. Besides, Eiger develops products and human resources. Eiger has an after-sales service division, to provide guarantees for certain products and routinely carry out promotions.

c. Key Resources
Eiger Adventure Store Bandung has the primary resources, namely: natural resources and Eiger employees.

d. Cost Structure
The cost structure at Eiger is divided into three, namely: store operating costs, marketing costs, and employee salary costs. Store operating costs and employee salary costs are the highest costs at Eiger.

f. Customer Relationship
Eiger deals with customers through social media, namely: Instagram-Youtube, through stores that embrace the experience store, and through the website. Eiger also often provides instore and out store promos, as well as creating events every month to communicate with customers.

g. Value Proposition
Eiger Adventure Store Bandung has three product lines, namely: mountaineering, lifestyle, and riding. The value offered by Eiger to customers, which in addition to preserving nature, also meets customer needs for mounting such as producing special tools. Eiger also adheres to experiential stores, to provide experiences that cannot be obtained when shopping online.

h. Channel
Eiger Adventure Store Bandung uses channels through official stores, marketplaces, websites, and social media. Eiger reaches its customers by flyering and advertising on billboards.

i. Revenue Stream
Eiger's leading source of income is in offline and online product sales.

SWOT Analysis
SWOT Analysis is an evaluation of the company's overall strengths, weaknesses, opportunities, and threats. This analysis is a way to monitor the external and internal marketing environment. The SWOT analysis can proceed to the formulation of objectives, develop specific goals for the planning period. Objectives are particular objectives concerning magnitude and time [16]. SWOT analysis is also a tool used for strategic planning and strategic management in organizations. It can be used effectively to build organizational strategies and competitive strategies [17]. A SWOT analysis is then performed to provide recommendations for improving the business model canvas based on the current business model canvas. SWOT analysis is needed to innovate new business models; this SWOT analysis is an integral part of designing a new business model that will later be applied. For a description of the results of the study of Strength, Weakness, Opportunities, and Threat at Eiger Adventure Store Bandung, can be seen in Figure 4.  for one year and has quality product development.

b. Weakness
Weakness is a matter of the shortcomings of an organization that comes from within the company. From the phenomenon and interview results, it is found that the gap of Eiger Adventure Store Bandung is the lack of handling of counterfeiting products.
Besides, Eiger has only one source of income from product sales. If the product is not sold, Eiger will experience a loss because it has no other income source.

c. Opportunities
Opportunities are opportunities for an organization that comes from an external

d. Threat
Threats are things that threaten an organization, which comes from an external company. Risks owned by Eiger Adventure Store Bandung, namely its products, are falsified by irresponsible parties.

Activity Diagram
Presentation of business models that are happening at Eiger Adventure Store Bandung using the activity diagram. Activity diagrams are used in various domains to represent workflows [18]. In this diagram, there are three actors, namely customers, employees, and cashiers. This business model starts with the customer entering the store; then, the employee offers help finding the product they want. The customer will choose to accept advice or reject help, then select the product. After getting the desired outcome, the customer asks the product stock to the employee. Then the employee checks the product stock; if the product is not available, then the customer will choose the product again while if the product is available, the customer will make a payment at the cashier. The cashier will then ask the customer payment method; the customer chooses the payment method using cash or non-cash. The cashier will do the checkout after the customer selects the payment method, then submit the receipt and product to the customer. Then the customer receives the revenue and the product, then leaves the store. As a reference for this business model, it can be seen in Figure 5. educating customers to know the original product. The way it works is by scanning the QR code on the product tag through the Eiger application; if the product is genuine, then product information will be displayed. For recommendations on this business model, it can be seen in the shaded section of the business model canvas block in Figure 6. provides a general vocabulary for object-based terms and diagram techniques to model every system development project from analysis to design [13]. UML used in this discussion consists of five diagrams, namely, use case diagrams, use case scenarios, activity diagrams, sequence diagrams, and class diagrams.

a. Use Case Diagram QR code scan
Use case diagrams explain how the system is used; the analysis must begin with the use case diagram and then proceed to the next stage. Use case diagrams to briefly describe or explain the actors who use the system and what they do [19]. This diagram explained the interaction between actors with the processes that occur in the order [20]. The following is a use case diagram for Eiger Adventure Store Bandung. The use case diagram consists of five actors, namely customer, employee, cashier, admin, and warehouse employee. The use case diagram also has four use cases, namely selecting products, QR code scan, database, and payment.  Use case scenario is a step derived from the use case diagram; the scenario here explains the verbal articulation of the use case diagram. After using the use case scenario, then an activity diagram is needed to illustrate the overall flow of activities related to the system. Then a sequence diagram is needed to show the sequence of activities and class relationships [20]. The three diagrams explain the four use cases in the use case diagram, which are: choosing a product, QR code scan, database, and payment. There are four activity diagrams and four sequence diagrams that consist of selecting products, QR code scan, database, and payment.
All UML components used in this activity have dependencies and interrelationships in the process of describing their business models, which are following the rules of objectoriented system modelling [12]. The following is one of the activity diagrams and sequence diagrams contained in this study. Both diagrams explain the use of QR code scan cases. Starting from the QR code scan activity diagram, which has one actor, namely the customer, the activity carried out by the customer is doing a QR code scan on the product tag to get product information. Then proceed with a sequence of QR code scan diagrams that have three actors, namely customer, application, and product. A series starts from the customer opening the application and then ends with the product information displayed in the application; the diagrams can be seen in Figure 8 and Figure 9. relationships, which are designed based on use case diagrams and sequence diagrams [12]. Class diagrams in UML are used to obtain information about the system to be developed, as well as data management processes that occur in the business model [12] [21]. In this section, there are five main classes, namely: customers, cashiers, warehouse employees, employees, and admins. The following is a class diagram of Eiger Adventure Store Bandung based on use case diagrams and sequence diagrams. This diagram explains the relationship between classes and subclasses, which can be seen in Figure 10. Information. In Figure 11, a display structure of the mockup menu that has been designed for this research recommendation. There are three mockup user interfaces. Mockup, the user, interface consists of home, request access and QR code scan, and product information. The following is one mockup of the user interface. On the results of the mockup user interface, it can be observed that the QR code scan is used as a reference in checking product authenticity. In this business model, the application can be downloaded from the Eiger Web so that when purchasing a product, the customer can immediately check the authenticity of the product. Please see Figure 12. Qualitative research requires testing the validity of data through a credibility test, a transferability test, a dependability test, and a confirmability test. [22]. Here is the result of qualitative research data validity test conducted in this study, namely:

Credibility Test
This study uses selected speakers to represent Eiger Adventure Store Bandung as a credibility test. The following are references to the credibility of sources, as presented in Table 2.

Dependability Test
In this testing activity, it is carried out directly at the location of the object by the interview process in the field, to obtain reliable data validity. Based on the results of the interview, Eiger Adventure Store Bandung, and the auditor (supervisor) stated that there was reliability through interview statements regarding the dependence of all research activities. For example, in the statement between the Eiger with the customer and between the supplier with the production.

Comfirmability Test
The process of confirmability testing is similar to dependability testing. In this case, testing and conclusions can be done simultaneously at the time of the dependability process. The results of this test can be examined based on interview statements that have been approved by the Eiger Adventure Store Bandung and the auditor (research supervisor). use cases, namely choosing a product, QR code scan, database, and payment. Likewise, for use case scenarios, activity and sequence diagrams consist of four interdependent and interrelated circuits in the process. The class diagram consists of five main classes, namely: customers, employees, cashiers, admins, and warehouse employees. Besides, some sub-classes have a dependency on the process, namely: products, applications, stores, and database systems. QR code scan provides education to customers to be able to distinguish genuine and fake products.

IV. CONCLUSION
Experts agree that providing education to customers can enable customers to identify counterfeit goods, stop imitations that are illegally produced, and make ethical and honest purchasing decisions. Suggestions given from the results of this study, namely Eiger Adventure Store Bandung, can apply the business model to overcome problems related to imitation products.