ABSTRACT
Digital startup companies are growing rapidly, and the competition between digital startup companies is also very high. Digital startup companies must have the right strategy to survive and compete. Therefore, they can continue to grow, and contribute greatly to the people of Indonesia. In the business process, IT startup companies experienced several challenges in developing their business. The challenges are related to the decline in revenue due to fierce competition between IT startup companies, lack of innovation, selection and implementation of inappropriate strategies, and more. This research aims at analyzing the problems related to the companies’ internal and external conditions that IT startup companies encounter and to develop several alternative formulations to overcome challenges so that they can grow rapidly in the next 5 years. Several methods employed in this research are case study qualitative method with SWOT approach, internal and external analysis, alternative strategy development, strategy selection, and analyze Business Model Canvas (BMC). This research is expected to provide several alternatives of the most appropriate strategy to be applied to the IT startup companies by considering the current internal and external conditions so that the IT startup companies can develop rapidly.
