Build a new business and become a successful entrepreneur are attractive dreams. Still, without having something valuable to offer to customers, we absolutely cannot run the business.  Starting a new entrepreneurial business, always deal with new product development. This new product could meet the customer's expectations has a significant role in leading a successful business. This study aims to measure the product development capability of culinary creative startups, Hongmiao-rice box. This research uses the action research method by prototyping the product and applying market testing. Data analysis of customer feedback and product sales was used to validate the product's ability to fulfill customer expectations.  This research concluded that the existing product development by Hongmiao Ricebox had received a positive response and was acceptable to the market. This research contributes to business and entrepreneurship in product development areas, recommending that other small businesses manage their product development process to meet customer expectations. This research gives a new perspective on product development research by implementing action research methods to develop new products and assess product development capability.