Sustainable Growth for Rural Entrepreneurs: A Strategic Approach to Product Diversification in Rowosari's Msmes

Micro, Small, and Medium Enterprises (MSMEs) in Rowosari Village, Semarang, possess significant potential in processing local agricultural products such as bananas and cassava. However, their competitiveness remains low due to limited product diversification, lack of innovation, and restricted access to business legality and digital marketing strategies. This community service program aims to enhance the competitiveness of Rowosari’s MSMEs through a comprehensive approach involving training in product diversification, assistance in obtaining business legality, and strengthening digital marketing capabilities. The program was implemented in three stages: initial surveys to assess needs and understanding, socialization and training sessions, and hands-on mentoring in developing innovative products. The results indicate a substantial improvement in participants’ awareness and skills in creating value-added products. Two MSMEs successfully launched new products, and a practical guidebook was developed to support ongoing independent efforts. This initiative demonstrates that strategic diversification based on local agricultural resources can significantly improve the sustainability and market reach of rural MSMEs. The program also highlights the importance of continuous support and community-based approaches to foster innovation and economic resilience in underdeveloped areas.