Workshopping Our Rock Melon Business Model

Growing a good crop and selling it well turn out to be two different skills. That was the starting point for our Workshop on Business Models and Strategy for Marketing Rock Melon, led by Prof. Dr. Nurazzura binti Mohamad Diah from the AHAS Kulliyyah of Islamic Revealed Knowledge & Human Sciences, IIUM.

The session made the case that a successful agribusiness goes well beyond producing quality crops. We worked through the Business Model Canvas together, mapping out who our customers actually are, what makes our rock melon worth choosing over what’s already on the shelf, and how a farm our size builds something sustainable and competitive rather than just seasonal.

From there the conversation moved into branding, market positioning, and marketing strategy, pushing us to think less like students running a trial plot and more like entrepreneurs turning a fresh idea into something market-ready.

A heartfelt thank you to Prof. Dr. Nurazzura for sharing her time and insight, and for reminding us that agriculture isn’t just cultivation. It’s also an opportunity to create value, build connections, and drive positive change.