Abstract
Digital innovations can improve the consumer experience by facilitating more personalized and convenient interactions, enhancing user interfaces, or introducing new features and functions. The potential innovation value rests in the capacity to attract and retain customers, boost customer satisfaction, and cultivate brand loyalty. The objective of this study is to formulate a digital startup strategy based on the potential value of innovation in six areas: strategy and planning, marketing, technological process, quality and environment, logistics, and human resources. This can help startups and stakeholders make informed decisions on how to best allocate resources and efforts to maximize their chances of success. Using a potential value map derived from a questionnaire survey, which held in February 2022, the innovation potential was analyzed. From an interview with the manager, the data served as the basis for developing the strategic plan using the TRIZ technique. Aspects of strategy and planning (2.33) and human resources (2.00) have the lowest score among the six aspects and classified as “B” level. Using the process of the TRIZ method, additional analysis of these two aspects yielded several solutions applicable to the formulation of the company’s strategy. Training regarding the strategic planning of the company is one of the strategies and planning-related solutions. Our study shows that TRIZ model is helpful to handle the identification and find solution of contradictions in problem situation of digital start-up company.