Strategic Development of 3D Printing Entrepreneurship Using SWOT–TOWS Analysis: A Case Study of the PopStudio Startup

Abstract

Indonesia's economic growth of 5.61% in Q1-2026 has accelerated digitalization in the creative industry, including 3D printing services. Despite its vast potential, the commercial adoption of digital manufacturing services like Pop Studio at the Business Incubator of Balai Diklat Industri Surabaya faces obstacles, namely low consumer 3D design literacy and the threat of price competition from competitors. This study aims to analyze the internal and external environment and formulate the optimal business development strategy for Pop Studio. Using a mixed-methods approach, primary data were collected through field observations, in-depth interviews, and questionnaires distributed to 36 target market respondents. The SWOT matrix mapping shows that Pop Studio has a strong competitive advantage in end-to-end solutions and functional spare part reverse engineering. The TOWS matrix formulation yields Strength-Opportunity (SO) strategies as the main priority, including providing end-to-end solutions, addressing industrial prototyping (jig & fixture) using PETG material, and expanding the creative experience service (coloring studio). The results of this study are expected to serve as a strategic guide for digital manufacturing startup managers in building competitive advantages in the Industry 4.0 era.   Keywords - 3D Printing, Business Strategy, SWOT Analysis, TOWS Matrix, Business Incubator.