3 Tips for Small Businesses to Succeed in Light of COVID-19

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It’s no secret that the rapid spread of the novel coronavirus has created significant challenges for businesses large and small. Almost every business entity has been impacted on some level, whether due to federal and local mandates, or even a positive diagnosis of COVID-19 within the organization.

Small businesses, however, may be particularly affected by this crisis, largely because of the amount of cash that is flowing—or not flowing—into their accounts. This is causing major uncertainty as to the financial wellbeing of small businesses, their owners and their employees.

Although nobody knows for certain what will happen next, there are steps every small business owner may consider now to prepare for what’s ahead. Evaluate these three steps as you develop a strategy to maintain control over as much of your business’s future as possible.

1. Communicate, communicate, communicate: Above all else, communication is critical during this period of uncertainty. Make sure you’re implementing consistent and transparent communication with all critical aspects of your organization—particularly your employees, your customers, and your financial partners.

• Employee communication: Right now, transparency with your staff is key. Employees are bound to feel uncertain or scared about their jobs and incomes. If you don’t communicate consistently and honestly, they could imagine the worst or grow distrustful. It may be useful to set up a weekly video conference if you’re not able to hold meetings in-person to catch them up on new developments. Let them know truthfully what impact COVID-19 is having on your business. What have the financial impacts been so far, and what steps will you all need to take to survive this? Reassure them as much as you can and be honest. Beyond that, though, check in with your staff on a personal level. Ask how they’re doing and see if there’s anything you can do to make their situations easier.
• Customer communication: Aside from your staff, your customers will also want to know what’s going on with your business. Be proactive in customer communication, letting them know the steps you’re taking to address their needs, your employees, and your own products and services. If you’ve altered your delivery model or hours, update them on the changes so they can continue to support you as much as possible.
• Financial communication: Communication with your landlord, vendors, bank and lenders is also crucial. Be transparent and open in your communication to ensure you’re getting all the help you can as it relates to your business’s financials. Ask questions and communicate your needs—you’d be surprised at how willing these organizations might be to help. Is your landlord willing to defer your rent? Will the bank let you defer a loan payment or two? Can your equipment supplier find a financial situation that works for you both? Being proactive about these requests can give you the financial tools you need.

2. Conserve Cash: Financial control is paramount during this time of economic uncertainty. Find ways to maximize or preserve your cash flow and reduce operating expenses so your business can meet obligations that you can’t defer even if receivables are down.
Take a look at where every penny from your business is going. Are there any cash leaks? If you can identify every expense, determine which costs are needed and which are not for running your business. Can you do virtual client meetings instead of in-person appointments over lunch? Is there a way to minimize supply expenses? Every penny counts right now, so don’t spend on unnecessary extras.

3. Revise your 2020 forecasts and budget: You probably prepared for 2020 with a budget and sales forecasts based on last year’s numbers. Of course, nobody could have predicted a global health crisis, so you may consider adjusting those numbers to reflect your new opportunities and challenges.

• Reevaluate new forecasts: Take this time to look at what your sales forecasts were and how COVID-19 might have changed them. Set a conservative plan through the rest of 2020 and see how that impacts your business financials overall.
• Brainstorm sales-boosting techniques: Now is also a great time to implement changes that meet the unique needs of the health crisis. Bring your team together to brainstorm ideas for target markets, products to offer and new sales tactics for during and after the pandemic.
• Reset your operating budget: A revised sales forecast, reevaluated financials and a new marketing plan can drastically change your budget for the year. Take a look at the numbers and alter your 2020 budget—then stick to it—to make sure your business can weather the storm.

Remember, communication, cost evaluations and cash preservation will help you conduct business effectively during this pandemic.