Proposed Value Proposition and Business Model for VMCS Advisory Indonesia

Abstract

The development of the business world and leadership in various industries depends on critical factors, including the role of corporate communications and public relations. Since the beginning of civilization, communication has facilitated the development of relationships between people and institutions, increasing reputation and spreading knowledge. With the advancement of the digital world, strategic communication has become increasingly important for managing reputation, both personally and institutionally. In a democratic climate and era of openness, strategic communication becomes more critical and must align with the mission, vision, and business goals. Various challenges arise, especially in formulating communication strategies, handling management issues and crises, coordinating between functions, and implementing communication campaigns; hence, external communication experts are needed to help nurture a company’s relationship with its stakeholders. This opportunity becomes the basis for establishing a communications and social impact consultant, PT Viem Advisory Indonesia (VMCS, abbreviation of Vera Makki Communications and Social Impact), in 2020. This study aims to formulate a value proposition, followed by proposing a business model that supports the value proposition and uses a qualitative descriptive analysis that takes data from interviews with representatives of communications industry experts, academicians, business leaders, and media. In addition, secondary data collection was also carried out, supported by a review of academic literature, basic theory, and conceptual frameworks, which systematically guided the start of a business in the communication and social impact consulting field. With this foundation, this study describes the business analysis, solutions, and recommendations to build VMCS with the right value proposition and business model. This study is designed so that VMCS can become a leader in the communications industry, with the uniqueness of not only focusing on profits in the business world but also prioritizing social impact and sustainability.