[vc_row][vc_column][vc_column_text]A few weeks ago, we had the pleasure of rebranding a local fitness studio that was about to open up a second location. We started with a brand strategy session, followed by designing a fresh new logo, created a striking wallpaper design with the studio‘s values, which we coined ‘the village rules‘, created t-shirts, meal plans, flyers and a new website. The business owner was pumped and the rebrand was a success.
A few weeks later, the global crisis hit – something so unthinkable and unforeseeable that it took everybody by surprise and put us all into a state of shock. Like many other businesses right now, the owner of the fitness studios and with that here whole business model was being hit hard.
Given recent events, there are numerous examples of businesses that are struggling right now and that have gone from riding a wave of success to sheer nothingness, no revenue, not enough cash to pay employees or rent, with real fears of having to close down. It‘s truly heartbreaking to see what‘s happening within our business community left and right. Times are challenging and tough for many.
How can a business adapt quickly to this changed landscape of ours? What does it take to shift the roadmap? The most obvious solution is to come up with a plan on how to move parts of your business online.
We can‘t change the circumstances, but we can change how we react. I‘m hopeful that many businesses are able to change aspects of their business to become valuable to a changed audience and their needs.
Here are 4 steps designed to help you course-correct successfully:
Step 1: Brainstorm ideas
The first step to do this successfully is to participate in or conduct a brainstorming session and pivot ideas. Ask yourself how your customers daily habits and circumstances have changed. How are they behaving and where are they now? What can you offer that adds value to them and how can you monetise and then revamp some of your offerings to be successful online services or products? Only once you have answered these questions, will you are a big step closer in your response to this situation. Write down your thoughts and don‘t worry if they seem outrageous or unrealistic for now, think outside of your usual box and tap into your entrepreneurial spirit. Once you have brainstormed for a while, ask yourself – Is this idea still in-line with your brand‘s purpose and values? Is it a solution that will benefit your customers?
For example if you were a swim school in Sydney that has relied on teaching face-to-face (in a pool) you could offer ‘train-at-home‘ videos for the whole family including…..
Why could this be a good idea? Because you give people healthy and fun alternatives.
Families are now all at home ‘stuck‘ together. There are only so many movies you can watch and I‘m sure…
Tip: If you have a brand strategy booklet, this is the time to pull it out of the shelf and revisit what your brand is all about. It will help you to decide wether ideas are in line with what you are all about.
Step 2: Come up with a plan
Ok, let‘s say you have come up with a brilliant idea. What is the software and hardware you need to realise the idea? Come up with an overarching plan and start acting on it. Is it videos you have to record, if yes write the outline and content for each video. Can you film in your house? Do you need a film guy who can help you create a professional intro and subtitles and maybe do some editing? Pro tip: An excellent platform to find freelancers is called: upwork.com Are you planning on selling home-kits? If yes, do you have a website with an e-commerce component and with that signed up with a payment gateway like Stripe or PayPal? Do you need a secure members platform for your website where your newly created online course can be hosted on? How are you going to deliver the content?
Step 3: Internal and external communication
I salute you, if you got into action mode and have started to shift your offerings. By now, you have created your video content or have your first physical home-delivery boxes ready. You have done your research and know what it takes. How do you communicate this new offering? If you have employees, make sure they are on board and fully informed. Be open and honest. If it‘s an experiment, let them know. Think about where you can and should align your messaging. What is the customer journey and experience going to look like? If you have a website, you might have to add a new landing page or adjust your homepage inviting existing and new customers to purchase from you. Do you have an exiting lead-magnet or online funnel? How do you talk to your customers on social media or on the phone, in emails? Make sure your copy is not too desperate and in-line with your brand‘s character and tone of voice. This is a crucial step.
Step 4: Get into action
Now that you thought about all of the touch points along the customer journey, start adjusting every element one at a time. Start with your website and take it from there. You got this!
I understand that some of these strategies might not work if you are in an industry that has been hit so hard that you simply can‘t survive under these circumstances. My heart goes out to all of you. If you are one of them and reading this article, it is my sincere intention to bring you hope. Maybe there is one aspect that you never thought of, one idea, something that could help your business transform or move into a completely new direction. In the midst of all this change, please know there‘s one thing we won‘t change. We are here to help you and our business community navigate through these messy times as best as we can. You are not alone.
If you‘d like to find out more about how you can move your business online and other innovative ideas that might help you during this time, make sure to visit us at: https://www.basicbananas.com/pj/ – Or feel free to reach out at [email protected][/vc_column_text][/vc_column][/vc_row]