For MSMEs to manage their growth – a micro enterprise becomes a business small, and from small businesses to become medium-sized businesses – they need platform that can trained them developing by themselves their business.  This study aims at initiating building the platform model. As a start, this initiating model takes only “Pewayangan’ traditional Sundanese heritage puppet show as the model case. This case is chosen as a start to further understand the complexity of the multi-faceted business model that Jelekong possesses. In this study we define Jelekong business as:  Social business where it caters for the ability for Jelekong communities to improve Jelekong village performance. Jelekong is a community of dancers, painters, puppet performers, and other art performers and creators/artists. Each of the endeavors performed by member of Jelekong fit into MSME business classification. The study reveals Business Model pattern that is specific to Jelekong: Talents (artists) producers as well as Arts and Performance Service Producer. The pattern is shown as a table of interactivity among nine Osterwalder’s static Business Model elements. In this study we find that Mobile phone (CR1), website (CR2), and social media (CR3) as well as community (CR4) are more attractive as customers’ channels. Web Developer [KP4] become enablers website [CR2] that will be used as Dalang communicates with his customers and provides complete information about the next or future performances. So far, Pewayangan is recognized only in a more cultural attached segment which invites Dalang to perform for specific event. The challenge for Dalang is to adapt himself to millennial generation. That will be a tough challenge.