The specialty coffee industry in Indonesia is experiencing positive growth, driven by increasing consumer awareness of quality and coffee-drinking experiences. Niji Coffee Bar, located in front of Bogor Station, has transformed from a coffee-to-go concept to a specialty coffee shop to respond to changing consumer preferences and intensified market competition. This study aims to develop a relevant and competitive business model using the Business Model Canvas (BMC) approach, analyze strategic challenges during the transformation, and identify development strategies that support business sustainability. A qualitative descriptive approach was adopted, utilizing a case study method supported by field observations and semi-structured interviews with owners and baristas. The findings reveal the necessity to adjust all nine elements of the BMC. The strategic implications emphasize the importance of value innovation, stronger customer relationships, and service differentiation to gain competitive advantages. The study recommends integrating the Blue Ocean Strategy to reduce costs without compromising value propositions, enhance product uniqueness, and expand market segments without direct competition.
Keywords: Business Development Strategy, Specialty Coffee, Business Model Canvas, Blue Ocean Strategy, MSMEs.