Purpose: The business issue to fill in the gap of sales increase and scale up the business, will be the purpose of this research.

Research Methodology: The study conducts the qualitative approach. The data gained through the interview to key persons and the project's visit. Finding out how the sales growth was not as significant as previous years, and formulating the proposed business model strategy for this growing company. The business model strategy in the research, utilizes the Business Canvas Model – a one-page tool to visualize the business nine essential elements.

Results: The business model development is evaluating the business model within each of the building blocks regarding the questions list tools. First, presents a big picture assessment of PT. SHR and describe how the company has built strategically on that model since. Second, based on a set of checklists for assessing current business model strengths, weaknesses, opportunities, and threats (SWOT). The business model development results in the New Business Model Canvas. The New Business Model Canvas resulted in incremental innovation for PT. SHR. There are the additions of elements in each building block that connected to another. The additional elements are: the new customer segment and new value propositions that projected the new high of sales that produce the revenue stream with the control of cost spending. The realization of the new value proposed creates additional elements of the infrastructures that are the key resources, key activities, and key partnerships. At the end, the company delivers the value proposed to meet the customers through the customer interface that is the new customer segment, integrated channel, and a new customer relation element. This proposed new value proposition is the company scale up the contractor business to the housing developer. Thus, how the new business model strategy generates multiple sales and income.