Community-Based Business Model of Indigenous People: Indigenous Entrepreneurship, Innovation and Value Proposition

This chapter is an empirical contribution to the field of the business model and value proposition research domain that locates the central focal point of the business model through a blend of indigenous entrepreneurship. This chapter gives a lens to visualise the central logic of business model from cultural aspect of the indigenous community. Through employing an ethnographic research approach, the research visualised a journey of tracing the pottery product, its business model and value proposition. This chapter revealed that the ‘time and coincidental instances’ are the prime factor of bringing innovation in the business model, as well as a new way of value proposition. This study asserts that business model innovation can be the consequences of ‘the intersections of coincidence events/efforts that lead to the creation of new opportunities, a new marketplace, a new business model and a new value proposition together at a given time.’ Further, the research argues that entrepreneurs’ mindfulness on the opportunities and the changing trend in the market bring changes in the way of doing business and brought a new design to the products that ultimately contribute to an innovative business model.