"The man who feels the wind of change should not build a windbreak but a windmill." - Chinesische Weisheit
Large government aid packages and the ability to temporarily suspend rent payments are a great support in times of crisis, but they are not a strategy. In order not only to survive but to get the most out of the situation, a strategy tailored to the situation is essential. I would like to help you with this. Since this is not a specific implementation, the statements are kept general.
Let us first try to grasp the situation and then venture a prognosis. The considerations of achieving controlled herd immunity have proven to be too great a risk factor and the first social measures have been taken. Even if the initial consequences of these steps will take place in a few days, the effects will only be visible in about two weeks. At the beginning of April, the acceleration of the infection rate is expected to stagnate, which means a percentage decrease in the number of new cases. If these results are not dealt with responsibly by the media, frustration and a long time will lead to a misplaced euphoria due to these effects and increased activity will result in a second peak of the increase. It is possible that new infections will gradually increase again from the beginning of May to mid-May. Since warm weather supports the immune system, a controllable course in summer is conceivable even with relaxed measures. However, if the disease is not contained in the warm season and if there is no medical breakthrough concerning Covid-19, a humanitarian crisis in winter 2020/2021 is not unlikely.
If you look at the first global SARS pandemic in 2003, the pandemic is likely to continue in an intensified or weakened form until mid-2021. Companies should therefore make a corona plan for the period up to next spring. In order to build this, the customer behavior and the motivations must be analyzed. These do not depend on the industry as it is a universal behavior. Humans have three fears that lead to three behavioral patterns.
Since there is a high probability that there will be no shortage of supply, the hamster purchases will soon stop. The measures that should be taken differ depending on the industry. Even if masks are not advised, the stationary trade at the entrance could offer very inexpensive disposable paper masks. The production could easily be organized. A distance at the checkout is another measure that offers customers a certain amount of security. In addition, an increased online presence is helpful in almost every case. Setting up a delivery service can also be useful for many companies. A plan must be drawn up for further measures depending on the industry. These can vary greatly depending on the line of business. The only important thing is that a well-thought-out plan is put into practice. Gastronomy can be taken as an example.
Normal operation is not possible. Most of the catering establishments are closed. The supply of food must be kept cool for a long time and employees must continue to be paid. The rent payments are just postponing.
What are the positive aspects of the situation?
Since normal operations are not taking place, workers' time can be focused on a new type of online and telephone service. If there is no sale, the entire time can be invested in marketing. Increased advertising on the shop window with flyers in the mailbox, but other unconventional methods can also be used. Due to the lower costs due to the elimination of normal operation, lowering the price can be economical. To be more specific:
You can offer a time-of-day ordering service. For customers with an account and for early orders, goods that are not in the store's offer can also be purchased and billed. An employee can go shopping twice a day. The cessation of regular operations leaves enough time for alternative business models. Even without an order, you can run errands for a certain fee. In this way, the catering business can act as a kind of supplier. It is important to demonstrate responsible handling of the situation in order to instill trust. Employees wearing face masks and gloves can go door to door promoting your business and offering them to shop for them. It may seem strange, but in times of crisis, it is sometimes expedient to bring your offer directly to the man. In this way, a customer base can be established and maintained. In this way, a certain amount of revenue is generated with only minor additional costs that would otherwise not be available. In this way, the customer base is also significantly expanded and, in the event of a longer lockdown, becomes a routine for many households and thus a part of their everyday life.
A regularly well-functioning business that also guarantees the supply of the people makes your company a haven of confidence and trust in times of crisis.
This example can be expanded, specified and elaborated further. Similar or very different approaches can be developed for other industries. If you would like a joint individual discussion of the best strategy for your company and support with its implementation, contact me and ensure a high-quality service, which is only paid for after the crisis has existed.
Regardless of whether you hire me or not, I want to tell all small businesses that a well-thought-out plan of action is extremely important in overcoming such obstacles. This is not the first crisis, and it will not be the last. History teaches us that those companies survive difficult phases and survive the times that not only react to the changing circumstances but go one step further and act actively by deliberately working out and implementing a long-term plan. The continued existence of small businesses is important to me personally because I consider them to be an enrichment for society and a diversity for the market. That is why my professional advice to all small businesses, whether externally influenced or not, is that they think carefully about a long-term contingency plan instead of just relying on government aid.