Developing Business Model Innovation of Tattoo Business (Case Study: Deadhead Tattoo Studio)

This study examines business model innovation for Deadhead Tattoo Studio, a female-friendly tattoo studio in Bandung, Indonesia, leveraging the Ten Types of Innovation framework—a novel approach compared to prior studies focusing solely on operational or branding improvements in the tattoo industry (e.g., Due Hatue and Tatutatu’s diversification tactics). While existing research highlights competitive strategies like merchandise and partnerships, this work uniquely integrates the Ansoff Matrix’s Product Development quadrant with the Ten Types of Innovation to systematically identify untapped revenue streams while preserving Deadhead’s core brand identity. Through SWOT analysis, competitor benchmarking (e.g., StabLab’s decentralized management, Rowawi Clinic’s bundled pricing), and semi-structured interviews with stakeholders, the study reveals that Deadhead can enhance sustainability by introducing bundled pricing, flash design books, and piercing services—innovations not yet explored in Bandung’s tattoo market. The findings demonstrate how creative SMEs can balance artistic integrity with scalable growth, contrasting with broader industry studies that prioritize expansion over niche positioning. Key implications include a structured Business Model Canvas for implementation and a call for future research on quantifying the impact of diversification in localized creative sectors. This research contributes to niche literature by merging strategic frameworks to address the unique challenges of tattoo studios, offering a replicable model for similar businesses in emerging markets.