Kathleen Kischke is a single Mom who had no choice but to find a way to pivot her business during lockdown.
Kathleen’s entire business came to an abrupt halt as none of her products or services is classified as essential.
Kathleen runs Sorbet Slime, a home industry business, where she makes and sells the most gorgeous home-made slime and runs slime workshops for children during the School holidays.
Kathleen’s slime workshops are hugely popular. She converted her lounge into a craft studio and opened up her home to receive children and teach them how to make their own slime. Her teenage daughters baked muffins for the children, creating a party atmosphere.
The moment Kathleen heard lockdown would be enforced, she started learning how to take her offline business online.
Necessity is the mother of invention, right?
Kathleen set up Zoom workshops teaching children various crafts, from how to make slime and kinetic sand, loom band bracelets to upcycling tins for pot plants.
The kids lapped up her online workshops (my son was one of the eager participants).
In the week before Easter, Kathleen pivoted again and taught children how to decorate Easter eggs on Zoom.
@sorbetslimesaEaster Craft Online Zoom Day 13♬ I Want Candy – Aaron Carter
So what can you do to pivot your business?
We are living in interesting times. While we might be enjoying more family time than ever and a deeper connection to our loved ones, our businesses may be suffering. They are not able to perform as much or perhaps as well as they were only a few weeks ago.
The last thing any business owner wants is for lockdown to be the cause of their business failing.
While you may not be able to trade as much, you can always stay relevant. People are still buying things online and, in most countries, are still able to receive items sent in the post or couriered.
Here are five ways you can pivot your business during lockdown.
1. Diversify your business
One of the first things that you should consider doing would be to diversify your business accordingly.
You may not be able to trade face to face right now, so what other options do you have? People are still buying online. So if possible, you could diversify your business to match this trend.
Alternatively, make something that’s considered essential. I know of more than one friend who is making masks for the people in their community right now. What could you create that’s in demand?
Or you could provide online services, creating an e-commerce store, teaching an online course etc.
If you are a restaurant, for example, could you offer up takeout instead?
If your product isn’t in demand anymore, could it be turned into something else that could be useful?
For example, I have more than one friend who is sewing masks for their community.
Think outside of the box.
See a need, meet the need, entrepreneurship 101.
2. Use your email lists
If you have an email list, now is a great time to stay in touch with your customers.
You could send them useful information and links to help them during this time. Share your products and services and even take booking for the future.
People are wanting to stay connected now more than ever, and also are spending much more time online. So this could be a great way to raise awareness for your business once more.
3. Come up with a new campaign
If you need to rethink your business model for a while, then a new marketing campaign could be a great way to help you get the message out there.
You could look at outsourcing certain areas of marketing and taking advantage of the expertise of a digital marketing agency to bring it forward.
A new campaign could be used for your email list, social media and also other forms of marketing like direct mail.
Now more than ever, people want to feel like others understand. So this could be a great opportunity to humanise your social media platforms. It might be as simple as sharing what you as a business owner are doing during the lockdown.
Providing a free service that people can take advantage of or sharing your expert knowledge through video, pre-recorded or live.
We have seen Moms offer up fitness, Yoga or Pilates classes, cookery demonstrations and many other skills online. This could be something you and your business could do if your business allows for it.
5. Be proactive
Finally, be proactive. You have more time to focus your energy on your business so make sure you use it wisely.
Think about new ideas, plan for the future when all of this is over and take the necessary steps that you can now to make it happen.
Let’s hope these tips serve as the inspiration to help you to pivot your business during lockdown.
Have you found a way to pivot your business during lockdown?
Share how you have successfully pivoted in the comments below.
