1 Chapter I – Introduction I.1. Background In a modern business landscape that has many dynamic factors, new business opportunities are a critical point for companies to achieve sustainable competitiveness and achieve long-term success. The global market environment is full of rapid technological advances, changing market preferences, and increasing globalization, which not only creates opportunities but also challenges for businesses. Business growth can be defined from several perspectives, including market expansion, product diversification, and innovation. Market expansion is a strategy of entering a new market or segment. Product diversification refers to a certain competitive advantage that is different from other competitors, either developing new products or services to meet customer needs or leveraging existing products to achieve goals. However, innovation is the implementation of new ideas, procedures, or technologies that can create greater value for customers and the company. Recognizing and exploiting new business opportunities is a key factor in achieving sustainable business growth. These opportunities often come from market shifts, technological advances, or regulatory changes. Those who identify and adapt to these changes gain an advantage in the market and, in turn, can prove to be growth drivers for the company. For the example new digital, artificial intelligence, and time-data business models focus on digital platform business models for integrated physical products and commodity services, such as non-competitive physical products and services integrated into the business. Due to the emergence of digital departments, a large number of digital platforms can be obtained at low cost. One way to 2 integrate business processes is through digital platforms to achieve low-cost user integration. In the traditional business model, users and businesses have not been able to reach each other, someone sticks in the middle to maximize profits. However, the new medium business between users and customers supports the medium business. Emerging artificial intelligence and data analysis simplify decision-making and customer experience, providing more information and influence. In addition, sustainable growth has an important meaning in balancing economic growth with social and environmental responsibility, beyond the fact that it increases the company's sales and profits. Over the years, this has put companies not only on the path of profitability but also brings positive value to society and the environment. Understanding the business’s environment and how to make the business growth with the strategies to seize new business opportunities is essential for a company in today’s competitive market. This research’s goal is to explore this mechanism and strategies, providing insight into how businesses can effectively maintain business growth and use new business opportunities to become competitively advantageous of company. I.2. Company Profile PT. Growth Investment is Indonesia's leading technology company that prioritizes investors' interest, especially Capital Market Investment. Putting investors' needs as the focus of the company, PT. Growth Investment strives to build innovative solutions combining technology intelligence and information. We are continuously breaking through and unlocking possibilities in new ways that can assist investors to make better and effortless decisions with confidence. 3 PT. Growth Investment’s vision is to be a leading technology company in financial and investment industry. On the other hand, PT. Growth Investment’s mission are: 1) Create investment technology innovation beyond limits. 2) Automate investment process that improves efficiency and reduces complexity. 3) Develop technology which integrates consumer’s business. 4) Provide tech-based products and services that continuously increases value for consumers and stakeholders. Some of PT. Growth Investment’s products and services: 1) Market data: Extensive pool of Indonesia’s capital market data intelligence 2) Sales tools: One stop solution sales tool to help Bank’s RM to sell wealth management products to customer 3) Portfolio management: Integrated investment & portfolio management system 4) Pension system: Streamlined pension fund management system 5) Investment Advisory 4 I.3. Business Issue Systems thinking literature has a term called "rich picture," it is a qualitative tool that visually represent complex systems in the manner of capturing relationship and interaction between the parts of a system. The rich picture was introduced in the context of Peter Checkland’s Soft Systems Methodology (SSM), a methodology designed for use in organizations where there are many different viewpoints, each with valid differences of opinion. They make the representation of a system’s “soft” aspects values, dynamics of influence and human relationships in a way that traditional quantitative models do not. This allows you to engage different participants and build a mutual understanding (Checkland, 1999). Rich Pictures are generally informal drawings including symbols, text, and images that highlight actors and their roles and the relationships between them.