Business Model Development for Community Enterprise Products: A Case Study of Homemade Fruit and Herb Ice Cream

Abstract

This research aimed to develop a new business model for the housewives’ group of the Ruamjai Khlong Song Women Farmer Group, Pathum Thani Province. This case study focused on the development of new products, namely homemade fruit and herbal ice cream. At present, this housewives’ group consisted of 23 members and has already registered as a community enterprise. The research methodology included 1) documentary research, 2) participation observation, and 3) in-depth interview. The data are analyzed and synthesized by using the data triangulation technique. The research results can be divided into four feasibility plans as follows;

1. Production feasibility: the production employs the technology from the machine that can produce a minimum of 40 kilograms per cycle, and 300 kilograms per day by alternating the production of eight flavors of ice cream. Then, the ice cream is stored in five kilograms container to rotate all the time which can keep them fresh. 2. Marketing feasibility: the main target group is the health lover group, and the secondary target group is those who like exotic products. The business is started by the existing customers who consume the products of the housewives’ group by using a word-of-mouth strategy and doing an online market simultaneously. 3. Financial feasibility: The investment is approximately 1,486,100 Baht, which is gained from three parts: 1) money from the housewives’ group 2) money from village funds and various government organizations, and 3) loans from financial institutions. The working capital is 513,000 Baht. The average net profit of the project is 189,938.21 Baht per month. The payback period is about two years with an IRR rate of 43.692%. Moreover, the yield of the project is 43.692%. 4) Management feasibility: Ruamjai Khlong Song Women Farmer Group has expertise in cooperative management. Therefore, the management pattern is in the form of cooperatives so that members can access business.