 Background As oldest and nonprofit Islamic education institution in Indonesia, Pondok Pesantren has great potential to establish social entrepreneurial organization (SEO). Moreover, establishment of business unit is necessary to keep its continuity. Therefore, this essay discusses development and analysis of establishment model of SEO to Pondok Pesantren Darul Ulum in West Sumatra Province, Indonesia, by using Business Model Canvas (BMC).  Method This research was conducted in a salafiyah Pondok Pesantren studying Kitab Kuning/Yellow Books (pure Islamic lessons). Data was collected through Focus Group Discussion (FGD), interview, secondary data analysis and observation. Data was analyzed by content analysis technique. Analysis of SEO establishment model in this research consisted of 4 steps; (search) for new business opportunities, (select) new business opportunities, (formulate) strategic planning and (implement) the strategy through BMC).  Result Amal jariyah (religious rewards), fanaticism to Pondok Pesantren, the unique character of Pondok Pesantren, the figure of Kyai (leader), community needs and government policies have colored the steps of SEO establishment model including arrangement of BMC. Overall, influence of Amal jariyah and organization label fanaticism on BMC desingning are interesting issue in the future research.

Keywords : New business establishment model, Social Entrepreneurial Organization (SEO), Business Model Canvas (BMC), Pondok Pesantren.