Puan: Pop-up Market for Women-Owned Small Business

Abstract

Women entrepreneurs in Indonesia face various obstacles when starting and running their business daily. The inability to expand business networks is a major obstacle to the development of women's businesses. This limits their ability to increase their customer base. Therefore, businesses owned by women tend to be small scale. This study aimed to analyze the opportunities and the right solutions to hold a Pop-up Market in Bogor. We proposed a Puan Market Pop-up as a concept of a marketplace for small-scale women entrepreneurs to support each other, strengthen the women's community, and strengthen the pop-up market brand that presented in the market. The study explored the appropriate business model and feature to address women entrepreneurship challenges. The study used a descriptive qualitative approach based on a customer discovery method. The results found women entrepreneurs as a tenant in the pop-up market faced difficulties in developing social and business networks and rely on personal relationships that related to their family. Hence, limited retail choices that offer a shopping experience that combined with products were available. The Puan Pop-up Market as a marketplace concept was able to attract customers and women entrepreneurs. Furthermore, Puan Market Pop-up is a business model with women between 19-34 years old as the main customer segment.