The objectives of this research were to study the business model, analyze external environment, competitive advantage strategy, and to create a business model for the competitive advantage of healthy rice
Chao Kam Hom Maejo 1 A. The research employed qualitative research and quantitative research. Data was collected from healthy rice business entrepreneurs by using a purposive random sampling of 4 respondents through In-depth interviews and was collected from consumers via purposive selection sampling of 250 respondents through online questionnaire. Qualitative and quantitative data were analyzed using statistical package for social science, descriptive statistics, and employed design thinking approach. The results showed business model for selling healthy rice Chao Kam Hom Maejo 1 A, the impact of external environment included political, economy, technology, law, rivalry among existing competitors. and threat of substitute products. The business applied differentiation and cost leadership strategies by prioritizing this black brown rice product with innovation, soft texture, easy to eat, high nutrition, which is beneficial to the body, easily accessible to consumers, supported by research, reliable, which meets the need of consumers who love to be healthy as well as consuming rice with soft texture.