p–ISSN: 2723 – 6609 e-ISSN: 2745-5254
Vol. 6, No. 1, January 2025 http://jist.publikasiindonesia.id/

Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 29

Analysis of Value Proposition Canvas and Lean Business Canvas for
Marketing Strategy Development, Operations, and Human Resources

in EDU Smarty Generation Tutoring
in Tangerang Indonesia

Trisulo Muljopamudji1*, Difka Sabila Rasyad2, Anggiat Huminsa FST3,

Unggul Kustiawan4, M. Dhafi Iskandar5, Edi Hamdi6

Universitas Esa Unggul, Indonesia
Email: [email protected]

*Correspondence
ABSTRACT

Keywords: value
proposition canvas, lean
business canvas, marketing
strategy, operations strategy,
human resource strategy.

This study aims to analyze the use of Value Proposition Canvas
(VPC) and Lean Business Canvas (LBC) in the development of
marketing, operational, and human resource (HR) strategies in
EDU Smarty Generation (ESG) tutoring in Tangerang, Indonesia.
A descriptive qualitative approach with case studies is used to
explore the needs of students and design appropriate strategies.
Based on VPC analysis, ESG managed to understand students'
needs related to flexibility and personalization of learning, thus
enabling the development of marketing strategies based on
blended learning technology. Through LBC, the ESG business
model is focused on operational efficiency and learning
innovation with a café-based learning environment. The results
show that the combination of VPC and LBC can improve the
effectiveness of ESG marketing, operational, and HR strategies,
including improving tutor capabilities and technology use. In
conclusion, the implementation of this framework supports the
long-term growth of ESG and strengthens its position in the
competitive tutoring market.

Introduction

Quality education is the main foundation for building a young generation that is
competent and able to compete at the national and global levels. In Indonesia, in addition
to formal education, non-formal education services such as tutoring have an important
role in helping students face increasingly complex academic challenges. Tutoring
provides additional support for students in preparing for exams, understanding difficult
subject matter, and improving their learning outcomes.

EDU Smarty Generation (ESG), a tutoring institution based in Tangerang Raya,
comes with innovative services with Blended Learning and Full Online Two-Way
Learning methods. This approach is designed to answer the needs of students who want
learning flexibility as well as personalized guidance from tutors. With a learning concept
that integrates technology and a convenient learning experience, ESG is committed to
supporting students' academic achievement in the Greater Tangerang area and its
surroundings.

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 30

Based on data from the Education Office in 2024, the number of Public and Private
High Schools with Accreditation A in Tangerang Regency, Tangerang City, and South
Tangerang reflects a significant market potential for tutoring services. Here is the detailed
data:

Table 1
List of High School and High School Students in Tangerang Raya

It Types of Schools and Districts Num
ber
of

Scho
ols

Number of High
School Students

Accred
itation

Jul L P

1 State High School in Tangerang
Regency

32 35.5
77

15.0
78

20.
499

2 State High School in Tangerang City 15 15.7
33

6.85
1

8.8
82

3 State High School in South Tangerang
City

12 14.2
60

6.42
3

7.8
37

4 Private High School in Tangerang
Regency

17 4.28
4

1.78
4

2.5
00

5 Private high schools in Tangerang City
and Tangerang Sel.

21 14.5
25

6.81
0

7.7
15

97 84.3
79

36.9
46

47.
433

Source: https://dapo.kemdikbud.go.id/sekolah

The total market potential in these three regions stands at more than 84,000
students, most of whom come from families with a high awareness of the importance of
supplemental education to support their children's academic success. (Pattisina & Sumadi,
2023).

However, the tutoring market in this region is also very competitive, with the
presence of large institutions such as New Primagama, Nurul Fikri, Ganesha Operation,
and Brain Academy (Ruang Guru). To face these challenges, ESG needs to develop the
right and innovative strategies to meet customer needs while differentiating itself from
competitors.

This report aims to analyze marketing, operations, and human resource
management strategies that can be applied by ESG using the Value Proposition Canvas
(VPC) and Lean Business Canvas (LBC) approaches. VPC helps ESG understand the
values that customers want, while LBC maps out the key elements of the ESG business
model. With the combination of these two tools, ESG can design effective strategies,
focus on customer needs, and increase competitiveness in the education market.

Method

The methodology used in this report is the Qualitative Descriptive Analysis Method
with a Case Study approach. This analysis aims to explore, explain, and develop the right

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 31

strategy for EDU Smarty Generation (ESG) tutoring by referring to the results of surveys
and relevant data, both from internal and external factors. The following are the steps
taken in the preparation of this report:
1. Data Collection
2. Analysis of External and Internal Factors
3. Preparation of Value Proposition Canvas (VPC)
4. Preparation of Lean Business Canvas (LBC)
5. Development of Marketing, Operations, and Human Resource Strategies

Results and Discussion

Porter's Five Force Model

Porter's Five Force Model

(Source: Grant, 2000)

Based on the analysis of Porter's Five Force Model, the ESG position is obtained as
follows:

Figure 2

Spider Porter's Five Force Diagram
(Source: 2024 Author Team)

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 32

Based on the results of the recapitulation from Porter's Five Forces, the average
result is 2.24. The results can be concluded that the average competitive score in the
tutoring industry is kept. Newcomers have the opportunity to influence the market by
offering product innovations from those already circulating in the market.

PEST Analyze

Political, Economic, Social, and Technological Analysis (PEST analysis) is an
external analysis used to identify opportunities and threats to changes in the external
scope of a company.

Figure 3

PEST Analysis Factor
(Source: https://www.visual-paradigm.com/guide/strategic-analysis/)

From these two external analyses, Opportunity-Threat will be obtained in the
External Factor Evaluation (EFE) matrix. The result of the ESG score in the EFE analysis
is 3.05. This score is above the average score of 2.5. This shows that ESG will respond
in a remarkable way taking advantage of external opportunities and avoiding the threats
faced in the tutoring industry.
Analysis of Demand

Analysis of Demand or demand analysis is necessary for every company to know
the market desire that can be used as a strategy in sustainability. ESG conducts demand
analysis which is an analysis of factors desired by customers in choosing tutoring. Here
are these factors:

(a) Tutoring locations

(b) Blended Learning Method

(d) Good tutors/teachers

(e) Curriculum Suitability
Analysis of Competition

Competition analysis includes the efforts that companies must make to stay ahead
of the competition. This analysis is considered one of the effective concepts for analyzing

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 33

market trends and assisting companies in developing long-term competitive advantages
(Robert M. Grant, 2019). The following factors that ESG analyzes in competitive analysis
are:

(a) Reputation and testimonials

(b) Comfort of the place

(d) Price

(e) After-sales

From these two internal analyses, Strength-Weakness will be obtained in the
Internal Factor Evaluation (IFE) matrix. The ESG score in the IFE analysis is 2.81. This
score is above the average score of 2.5. This indicates a strong internal position to
leverage its strengths in achieving success and indicates improvements to the company's
strategy and operations to address weaknesses in the tutoring industry.

Conducting external and internal analysis will provide a Competitive Advantage
for ESG, namely the ability of an organization to create higher value than its competitors
in a certain industry or market. Competitive advantage can be analyzed using VRIO
(Value, Rarity, Inimitability, and Organized). Based on this VRIO, the ESG advantage
factors that provide the implication of Sustained Competitive Advantage are the Blended
Learning method and the convenience of the tutoring place.

Preparation of Value Proposition Canvas (VPC)

Value Proposition Canvas provides a simple way to understand your customer's
needs and to design products and services that customers want." (Osterwalder et al., 2014,
p.8). The Value Proposition Canvas is a visual tool for designing, analyzing, and matching
products or services to customer needs, problems, and wants. VPC helps organizations
understand the core elements that influence customer decisions, namely Jobs to be Done,
Pains, Gains, and how products/services provide solutions in the form of Pain Relievers
and Gain Creators.

Based on the primary and secondary data collected and the analysis of external and
internal factors, VPC is used to dig deeper into the value offered by ESG to customers
(parents and students), as well as their needs and desires. With VPC, ESG can better
understand the problems customers face and how their services can provide better
solutions than competitors.

The following is presented in the Value Proposition Canvas from ESG:

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 34

Table 1
ESG Value Proposition Canvas

GAIN

CREATOR

GAIN

Guarantee
admission to
majors/fields of
study by their
interests and
talents.

Accepted in majors/fields of
study at PTN according to
interests and talents

Assures
improved
academic
performance

Gain improved academic
performance.

Provide
career/job
prospect
information.

Get information on career/job
prospects.

Provide
additional
counseling
programs as
needed (add-on)

Receive additional counseling
programs as needed (add-on)

PRODUCT/SER

VICE

JOB TO BE

DONE

1 Providing
Tutoring for
10-12 high
school
students with
a Blended
Learning
method with
a Café
Learning
Atmosphere

Get tutoring
according to
the
curriculum
and needs
and can:1.
Explain the
material in
more depth.
Flexible and
accessible
tutoring time
is easy to
access.3.
provide
information
and help
SBMPTN
preparation4.
Provide

2 Provide
tutoring for
students 10-
12 high
school with a
Full Online
Two Way
(Synchronou
s) method.

RIBBON

RELIEVERS

PAIN

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(Source: 2024 Author Team)

Preparation of Lean Business Canvas (LBC)

Lean Canvas is a problem-centric framework that replaces traditional business
plans with a single-page format, optimized for brainstorming and iterative testing (C. E.
Armstrong, 2017). Lean Canvas is a visual tool that focuses on key elements of the
business by simplifying the process of mapping business models. It aims to accelerate the

3 Provide
Guidance
and
Counseling
for 10 high
school
students.

Provide
experienced
TUTORS

Lack of in-depth explanation
of the material taught

information
on career
prospects/
job
prospects5.
Increase self-
confidence
increase self-
confidence to
improve
academic
achievement
and be
accepted in
majors/fields
of study by
interests and
talents.

4 Provide
additional
counseling
guidance
program
(Chat BK)

Provide
materials
according to the
curriculum and
needs

Materials are not in line with
the curriculum and needs

5 Provide
after-sales
service
(SKB)

Provides
flexible and
convenient
tutoring

The difficulty of organizing a
study schedule which results
in boredom

Provide
guidance and
counseling.

Lack of confidence in
academic ability

Provides
information and
preparation for
SBMPTN

Lack of information and
preparation in facing
SBMPTN

Provide
information
related to
college majors
that match their
interests and
talents.

Lack of information related to
college majors that match
their interests and talents

Provide tutoring
that is easily
accessible
within 15 km
and or 30m
travel time.

The tutoring location is
relatively far away.

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 36

testing of business ideas with faster iterations (Osterwalder, A., & Pigneur, Y., 2010).
Based on the two opinions above, it can be concluded that the Lean Business Canvas
(LBC) is a strategic tool designed to help companies understand, design, and test business
models efficiently.

Based on VPC and considering internal and external factors, Competitive Profile
Matrix (CPM), SWOT Matrix, Internal External Matrix, and QSP Matrix, ESG defines
the Lean Business Canvas as follows:

Table 2
Lean Business Canvas ESG

Problem Solution Unique Value
Proposition

Unfair
Advantage

Custome
r
Segment
s

1 Lack of
getting an
in-depth
explanatio
n of the
material
taught.

1 Provide
experienced
tutors to
provide
additional and
more detailed
explanations

1 Tutoring
with a
convenient
Blended
Learning
method
based on
Café
Learning
and the
Full Online
Two Way
Method

1 Flexible in
time and
participation
with Blended
Learning and
Full Online
two Way
methods

1 High
schoo
l
stude
nts in
grade
s 10-
12
(inclu
ding
stude
nts'
parent
s) and
public
and
privat
e high
schoo
ls
with
Accre
ditatio
n A
within
an
area
of 15
km
and or
30
minut
es
travel
time
from
Citra

2 Providing
materials
according to
the
curriculum
and needs

2 The
material is
not by the
curriculum
and needs.

3 Provide
flexible and
convenient
tutoring.

2 Comfortable
classroom
like being in
a Café (Café
Learning)

3 Difficulty
in
managing
a study
schedule
that results
in burnout

4 Providing
guidance and
counseling

5 Providing
information
and
preparation
for
SNBT/UTBK

2 Guidance
and
counseling
services
related to
major
informatio
n in higher
education
and
potential
careers/job
s according
to interests
and talents

4 Lack of
confidence
in their
academic
abilities

6 Providing
information
on college
majors that
match your
interests and
talents

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Raya,
Cikup
a in
Tange
rang
Regen
cy

5 Lack of
informatio
n and
preparatio
n for
SNBT/UT
BK

7 Provide easy-
to-access
tutoring (15
km distance
or 30 minutes
travel time)

2 Public

and
Privat
e
High
Schoo
ls in
Tange
rang
Regen
cy,
Tange
rang
City,
South
Tange
rang
City,
Seran
g
City/
Regen
cy
and/or
Cileg
on
City

3 Chat
Guidance
and
Counseling
Service
(Chat BK)

Channels

6 Lack of
informatio
n related to
college
majors that
match their
interests
and talents

Key Metrics 1 Official
Website

1 Obtaining the
number of
customers
from public
and private
high school
students in
Tangerang
Regency/City
and Serang
Regency/City
and/or
Cilegon City
(Accreditation
A)

2 Social Media
(Facebook,
Youtube,
Instagram,
Tiktok,
Whatsapp)

7 Relatively
remote
Tutoring
locations

3 Visit to
School

4 Events
(Educational
Exhibitions,
Tryouts)

2 Building
brand
awareness

3 Revenue and
profit
achievement

5 Program
CRM

Cost Structure

Revenue
Streams

1 Marketing Costs (promotion,
cooperation, etc.)

1 Guidance and Counseling

Fees

2 Operational Costs (Swa
Building, Interior Café,
Tools/Materials, etc.)

2 Blended

Learning
Package Cost

3 HR Costs (Employee/Tutor
Salary, Training, etc.)

3 Cost of Full Online Two-

Way Package

4 Risk
Mitigation
Costs

4 BK Chat Fee

(add-on)

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 38

(Source: 2024 Author Team)

Marketing Strategy

The main products of ESG tutoring are (1) tutoring with a convenient Blended
Learning method based on Café Learning and the Full Online two-way method, (2)
guidance and counseling services and (3) Chat BK services. To introduce and promote
these products, ESG implements several Marketing Strategies.

Marketing strategy is the process of identifying, creating, and delivering value to
customers to achieve a competitive advantage. Marketing strategies involve market
segmentation, targeting, and positioning, which aim to effectively satisfy customer needs.
(Kotler, P., & Keller, K. L., 2016). A marketing strategy is a series of actions designed to
create and maintain a relationship between a product or service and consumers, with a
focus on relevant and valuable communication. Modern marketing strategies must
include digital and personalization approaches to build customer trust. (Baer, 2016).

Segmentation, Targeting, and Positioning (STP)

Segmentation is the process of dividing the market into groups of consumers who
have similar needs, characteristics, or behaviors, which may require their own products
or marketing mixes. (Kotler et al., 2016). Segmentation is the division of heterogeneous
markets into more homogeneous groups so that they can be managed more effectively
and efficiently. Market segmentation is a strategy to divide the market as a whole into
smaller segments based on different consumer preferences and needs. (Wardhana et al.,
2023).

Based on these three definitions, it can be concluded that segmentation is a strategic
process to divide a broad and heterogeneous market into smaller, more homogeneous
groups based on consumer needs, characteristics, or behaviors. The goal is to enable
companies to craft more relevant and effective products, services, and marketing
strategies according to the specific needs of each segment.

The following are the segments that have been determined by ESG:
Table 3

Behavior 1 Students who want to improve their academic
achievement scores

2 Students who want to prepare for college entrance
exams

3 Students who want to get counseling guidance in
choosing majors/fields of study in higher education
according to their interests and talents

4 Students who want to get career/employment
information

5 Students who want to get flexible and convenient
tutoring.

Demographic 1 High school students between the ages of 15-18, all
genders

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2 Parents who have different pricing preferences,
services, or programs

3 Parents with S1 education or more
Geographic 1 Students from Public High Schools and Private High

Schools in Tangerang Regency with A accreditation

2 Students from Public High Schools and Private High
Schools in Tangerang Regency have a place to live
15km and or a 30-minute travel time from Citraraya
Housing.

3 Places that can be reached by public transportation

4 Parents who want tutoring locations to be easily
accessible by public transportation

Psychographics

High school students who have an interest in science
and socio-culture

High school students who are active in extra-curricular
activities

High school students with sociable personalities.

Parents who are very involved in their children's
education

Parents who hope that their children will achieve high
academic achievement

Parents who focus on character formation and
children's character

(Source: 2024 Author Team)

Targeting

Based on market analysis, EDU Smarty Generation can target the following target
groups:

(1) Students with Special Educational Needs

The main target for EDU Smarty Generation is high school students who need
intensive guidance to face UTBK exams or school exams. This includes students who
need more in-depth learning in a specific academic field. The Blended Learning
approach provides flexibility for students who have extracurricular activities or
different time needs.

(2) Students Who Want Flexibility in Learning

This segment consists of students who need a flexible learning method between
online and face-to-face. For example, students who are busy with other activities, but
want to learn effectively. Blended Learning provides a balance between hands-on
learning and self-paced learning with access to online materials.

(3) Students Who Prefer Self-Study with Remote Support

This segment includes students who prefer to study independently but still need
guidance from online teachers. EDU Smarty Generation offers Full Online Two-Way
Independence, which allows students to set their schedules while still receiving the
guidance and materials they need.

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 40

(4) Positioning

Positioning of ESG is innovative tutoring with a Blended Learning and self-
paced learning approach, providing a flexible and quality experience for high school
students who prioritize independence and effectiveness in improving academic
grades and preparing for college entrance exams.

Digital Marketing

ESG Tutoring utilizes digital marketing to introduce and promote ESG products,
such as official websites, social media (Facebook, Youtube, Instagram, TikTok, and
WhatsApp), email marketing, and SEO (Search Engine Optimization). The benefit of
using Digital Marketing is to reach a wider range of customers at a relatively affordable
cost and allow two-way communication with customers.

Referral and Word-of-Mouth Marketing

ESG Tutoring establishes referral programs for tutoring products and tutoring
products. For ESG students, parents and teachers are given the same opportunity to
introduce and promote ESG products to potential customers.

Partnership Marketing

ESG Tutoring collaborates with all A-accredited public High Schools and Private
High Schools in Tangerang Regency, Tangerang City, and South Tangerang City. One of
the mainstay programs of ESG is the cooperation of the Guidance and Counseling
program. In this program, students will get Psychological Tests, Tryouts, and department
and college information services according to their specialization. There is also guidance
and counseling for parents related to education and children's learning outcomes.

To ensure the success of the Marketing Strategy, ESG conducted a 7P Marketing Mix
analysis.

Table 4
Marketing Mix

Product Price Place Promotion

1. Type of
Service

1. Pricing
Structure

1. Tutoring
Center

1. Traditional Marketing
Strategies

2. Learning
Methods

2. Discount
and
Promotion
Strategy

2. Branches 2. Digital Marketing
Strategy

3. Learning
Materials

3. Flexible
Payment
System

3. Collaboration
with Schools

3. Promotion Through
Content

4.
Supporting
Facilities

4. Value-
Based
Pricing

4. Blended
Learning
Classes

4. Promotion Through
Special Programs

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5.
Additional
Services

5. Additional
Fees

5. Accessibility
and
Convenience

6. Customer
Loyalty
Program

6. Customer
Experience

Browse Process Physical Evidence

1. Teaching Staff 1. Registration and
Outboarding Process

1. Facilities and
Infrastructure

2. Administrative Staff 2. Equipment and
Technology

3. Relationship with
students and

2. Kbm Process 3. Promotional and
Communication Materials

Parents/Guardians 3. Evaluation and
Assessment Process

4. Work Culture and
Ethics

4. Adm and Operational
Process

4. Visual Identity and
Branding

5. Recruitment and
Selection

5. Customer Service
Process

5. Testimonials

6. Employee
Satisfaction

6. Development Process
and

6. Learning Environment

7. Customer Satisfaction Continuous
Improvement

Networking Interaction Common

Interest
Experience

Public and
Private High
Schools in
Tangerang
Regency
(Accreditation
A)

Developing a
CRM Program:

The common
interest here
refers to the
common
interests
between
consumers and
the Edu Smart
Generation
which may
bring value to
both parties.

Providing Guidance and
Counseling for 10 High
School Students

1. Official
Website

Developing
Customer Loyalty
Programs
Through
Relationship,
Retention,
Referral and
Recovery

Providing guidance and
learning for 10-12 high
school students with the
blended learning method
in the atmosphere of Kbm
Café Learning

2. Social
Media
3. Visit Ti
School
4. Event:
Exhibitions,
Seminars
Dikan,
Tryout for
PTN Entrance
Selection

Setting Up Chat Bk

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 42

Providing After-Sales
(SKB)

Operation Strategy

Operations Strategy is defined as a pattern of decisions and actions used to develop
operational capabilities and align them with customer needs and overall business goals.
The main focus is on efficiency, quality, and innovation as competitive advantages.
(Slack, 2024). Operations Strategy is the planning and management of resources,
processes, and systems within an organization to achieve optimal performance and create
value for customers. This strategy involves synchronizing operations with the overall
business strategy. (Firmansyah, 2019). An operating strategy is a framework that ensures
that operational decisions are in line with a company's strategic goals. This strategy
includes production management, supply chain, and process analysis to improve
productivity and efficiency. (Nahmias & Olsen, 2015).

From the above explanation, it can be concluded that Operations Strategy is a
systematic approach to align operational decisions with the strategic goals of the
organization, create customer value, and achieve efficiency and competitive advantage.
The main focus is on a strong integration between business and operational strategies,
taking into account aspects of efficiency, innovation, quality, and resource management.

Based on the Lean Business Canvas and the explanation above, ESG tutoring sets
the Operating Strategy as follows:
1. Setting short, medium, and long-term Operational Goals and Objectives.

2. Establishing a Service Design

The services offered by ESG are guidance counseling and tutoring with the
Blended Learning method and the Café Learning learning environment as well as
tutoring with the Full Online Two Way Independent method.

By establishing Service Design, it is hoped that students will get an experience
of the journey before joining ESG, when together with ESG, and when leaving ESG
with the main achievement of getting a Department/Study Program in Higher
Education according to their interests and talents.

3. Establishing a Learning Design

ESG chose the ADDIE model from the Center for Educational Technology,
The ADDIE model is one of the most widely used instructional design models due
to its systematic and flexible structure. Recent developments show adaptations and
improvements in the application of this model in the context of technology and
evolving learning needs.

Developing EDU Smart E-Learning based on LMS (Learning Management
System) is a software platform used to manage, organize, and deliver learning materials
online. LMS is very useful for supporting operational efficiency, improving student
learning experience, and making it easier to manage content and interact between teachers

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 43

and students.

ESG provides access for parents to enter EDU Smart E-Learning, with the aim that
parents get information on their children's learning progress and get the latest information
related to the education system, majors and universities, and other related ones.

Some of the benefits of EDU Smart E-Learning based on LMS are:

a. Easy access to learning materials without time and location restrictions.

b. Flexibility and Personalization of Learning

c. Monitoring of student progress

d. Administrative efficiency

e. Interaction and collaboration

f. Consistency of Learning Materials

g. Cost and Time Savings.

h. Data Analysis and Reports

HR Strategy

HR strategy includes developing policies and practices to create long-term value
for the organization through talent management, organizational culture, and employee
engagement. (Sarvaiya et al., 2021). HR strategy is an integrated approach to human
resource management that focuses on achieving organizational goals through effective
management of the people who work in the organization. (M. Armstrong & Taylor, 2023).
HR strategy is the process of planning and managing HR policies and practices to support
the company's business goals and strategies.

From the three definitions above, it can be concluded that HR Strategy is an
approach that manages human resource policies and practices to align employee needs
with organizational goals, to achieve long-term success and competitive advantage.

Based on the Lean Business Canvas and the explanation of the HR Strategy, ESG
has established several HR Strategies as follows:

Recruitment and Selection

Recruitment and selection for staff and faculty in the tutoring business must be
carefully designed to ensure that the selected faculty are of the right quality and ability to
meet the needs of the business, and can support the educational objectives and services
offered. Here are the steps that can be applied in the hiring and selection process:

a. Determine the criteria and needs

ESG stipulates that the educational qualifications of teaching staff must be S1
(Bachelor's), work experience, have special skills (such as Mathematics and English),
and soft skills (such as good communication skills, patience, and empathy are very
important for teachers, while staff must also have good interpersonal skills.

b. Administrative Selection

ESG checks the work history of prospective staff, especially teaching experience

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 44

or related experience in education. If possible, check the references to find out how
they performed beforehand. ESG ensures that prospective teaching staff must have the
necessary valid educational certifications or teaching licenses.

c. Determine the recruitment process

The recruitment process carried out by ESG is through the dissemination of
vacancy information on the official website and social media such as Instagram, the
use of referrals, and job fairs and seminars.

d. Set the selection process

The selection process implemented by ESG is an initial interview,
Psychological Test, Knowledge Test, Teaching Ability Test, and Soft Skills
Evaluation.

e. Offerings and onboarding

ESG establishes a clear job offer regarding their salary, duties, and
responsibilities. Also make sure there is an agreement regarding working hours, time
off, and other arrangements. Create an onboarding program to prepare new staff and
teachers, which includes orientation on work culture, systems used in the guidance
agency, and an introduction to the methods and teaching materials used.

Development and Training

Training and development is a form of improving the abilities of current employees,
while the goal is to improve knowledge, skills, and attitudes. Training and development
are also rewards for employees related to their performance in the company. For this
reason, ESG has arranged the following stages for training and development:

(Source: (DeCenzo et al., 2016)

a. Identify Training Needs, where at this stage ESG determines the skills or competencies
needed to achieve organizational goals.

b. Training Planning, where at this stage ESG designs training programs based on
identified needs, including materials, methods, and duration.

c. Implementation of Training, where at this stage ESG provides training to employees
through appropriate methods such as classes, direct training, or e-learning.

d. Training Evaluation, where at this stage ESG assesses the effectiveness of training on
improving employee performance and achieving organizational goals.

Compensation and Benefits

ESG implementing good compensation and benefits must be fair internally,
competitively externally, and in line with the organization's strategy to motivate and
retain employees. ESG develops an effective compensation system involving direct

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Indonesian Journal of Social Technology, Vol. 6, No. 1, January 2025 45

compensation such as salary, bonuses, and benefits, indirect compensation such as social
security (BPJS Kesehatan and BPJS Ketenagakerjaan), leave, and facilities, as well as
non-financial compensation such as career development, recognition/appointment of
permanent employees, and work environment), (Onuorah & Okeke, 2023).

Job Evaluation

ESG conducts job evaluations (performance) based on the Work Evaluation
System, which is a comprehensive method used to assess the performance of employees
and tutors based on various predetermined criteria. This system helps in providing
constructive feedback, planning career development, and improving the operational
effectiveness of tutoring institutions. (Assi et al., 2024).

Employee Satisfaction and Retention

ESG is committed to implementing all HR strategies to increase employee
satisfaction and retention. Employee satisfaction is increased by increasing motivator
factors such as achievement, recognition, and responsibility and increasing hygiene
factors such as salary, bonuses, benefits, facilities, social security, leave, recognition,
working conditions, and relationships with superiors. Employee retention can be
improved by ensuring hygiene factors are met and adding relevant motivators.

Conclusion

Based on analysis using the Value Proposition Canvas (VPC) and Lean Business
Canvas (LBC), EDU Smarty Generation has a great opportunity to develop a more
targeted and effective strategy in facing competition in the tutoring industry. This
approach emphasizes the development of strategies that focus on Marketing, Operations,
and Human Resources (HR) that are by market needs and expectations, accompanied by
the application of blended learning and creating a comfortable atmosphere for students.

In terms of Marketing, EDU Smarty Generation must utilize the Segmenting,
Targeting, and Positioning (STP) approach to identify the right market segments and
tailor the products and services offered to the specific preferences and needs of students.
The implementation of more targeted digital marketing can expand market reach and
provide clear information about the advantages of the services offered. This will create
relevant value for customers and increase brand awareness.

From an operational perspective, EDU Smarty Generation needs to optimize
existing processes, from classroom management to customer service. By utilizing existing
technology, an efficient student management system will reduce operational costs and
increase effectiveness. The application of a flexible blended learning model allows
companies to offer a variety of learning options that can be tailored to the needs and
comfort of students. In addition, a comfortable learning atmosphere with facilities such
as quiet classrooms, background music, and access to beverages will create a more
enjoyable learning experience and support student success. Overall, through the
implementation of the right marketing strategy, operational optimization with technology
and blended learning, and continuous human resource development, EDU Smarty

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