The transformation of Public Service Agency in Marine Geological Institute (PSA MGI) has a new vision and expansion of the primary tasks and functions. These changes must be properly anticipated not only at the organizational level, but also important for the business model. This paper aims to analyze aspects of the business model canvas (BMC) from current conditions into ideal plans for the future. Supported by SWOT analysis of BMC aspects, strategic issues, design thinking and empathy map of PSA MGI.