Implementasi Pivot Strategy pada Startup dalam Menghadapi Persaingan (Studi pada Startup CV. Reddone Digital)


  • Rayie Tariaranie Wiraguna Fakultas Ekonomi Universitas Negeri Malang


Strategy Pivot, Startup Business, Competitive Advantage


The covid-19 pandemic that occurred in Indonesia had a big impact on business people in various fields. The impact felt varied, some benefited, but more people were harmed by this pandemic. One of the startup businesses that have felt the impact of the Covid-19 pandemic is CV. Reddone in Malang. This CV is a startup business that is engaged in printing, especially the printing of wedding invitations. During the pandemic, CV. Reddone has experienced many losses, due to the existence of a social distancing policy, so that many consumers do not carry out activities with many people. To overcome this problem, the strategy used is the pivot strategy. Pivots are changing strategies to steer a business into a favorable or desirable situation. The essence of this strategy is to develop the business by changing its business model but still based on the business vision itself. Pivot strategy is a strategy to change the business model so that the business can continue to run even in difficult times. By implementing this strategy, CV. Reddone Digital is currently experiencing sales growth. The strategy taken is to change the business model to a business based on digital-based information technology. One of their superior products is a digital online invitation that is very relevant to the current application of social distancing. Competitive advantage made by CV. Reddone Digital is the development of a digitalization innovation strategy for all business ideas that will be implemented.


Antoni Wili?ski, Dkk 2013. Efektivitas Strategi Investasi Berdasarkan Konsep Pivot Points Levels Menggunakan Kriteria Matthews.

Arifin, Z 2011. Penelitiam Pendidikan. Bandung: Remaja Rosda Karya.

databooks. 2020. “Sektor Bisnis Startup yang Terkena Dampak Corona | Databoks.” Diambil 17 Juli 2020 ( yang-terkena-dampak-corona).

Forbes. 2019. More evidence at business and entrepreneurs. American Magazine, 12 (6): 39-42 Indah,P., & Rizalulhaq, A. (2017). Indonesia E-Commerce summit EXPO (IESE) 2017?:

Kebangkitan E-Commerce Indonesia. Info Komputer, 42–43. 2020. “Siasat UMKM Meniti Gelombang Krisis Covid-19 –” Diambil 17 Juli 2020 ( gelombang-krisis-covid-19).

Salamzadeh, A., & Kesim, H. (2015). Startup companies?: Life cycle and challenges startup companies?: Life Cycle and Challenges. doi: 10.13140/RG.2.1.3624.8167

Sitepu, S. N. (2017). Pengaruh Faktor internal terhadap keberhasilan start-up bisnis di kota surabaya. Jurnal Manajemen Teori dan Terapan/Journal of Theory and Applied Management, 10(1), 37. doi: 10.20473/jmtt.v10i1.5136

Sugiyono. 2015. Metode Penelitian Kualitatif. Bandung: Alfabeta

Yeni, S. 2018. Apa itu Pivot bisnis?. Warta Ekonomi volume 1A (pp 64-67). Jakarta.