5 Planning Tips
How is the Corona Virus or just as important, public reaction, going to affect your rural business? We are a long way from the cities and the crowds, but we know that the impact – real or perceived - is inevitably coming our way. It doesn’t matter what we think, or what is reality. It is all about our customers and their perception. The toilet paper wars are a sad testimony to this fact. How can we be proactive rather than reactive?
On the bright side, we know that there is an enormous amount of goodwill following publicity covering the droughts, floods and bushfires. People want to help rural businesses and communities so how can we harness that goodwill? Planning and good communications are paramount.
For some businesses already geared up for online sales or in a high value but low volume industry, it may not be such a big impact. For others who rely on events and customers coming through the doors in high numbers it is definitely time to get the team together to discuss what you can do. We also have to take into consideration our own well-being and ability to run the business if we need to care for our family members due to closures.
No-one knows your business better than you do. Here are just a few prompters to help you get the conversation going.
#1 Just do it.
Set a date and time sooner rather than later.
Have a robust conversation with your staff and team of advisers.
Start a plan and follow it up.
#2 Be proactive rather than reactive.
What can you do to mitigate the chance of the virus spreading? Ie. hand sanitiser at the entry or on the counter and access to soap & water for your staff. Review procedures and encourage good practice as per health advice which is readily available.
Decide. Is it business as usual? How can you reassure your customers that you are doing everything possible to keep them safe when they come into contact with your business?
What alternative methods of business can you offer customers? For instance, online or phone orders and consultations. Is it time to invest in some online technologies? Can you offer a delivery service?
Cash flow will be critical especially after a tough summer. What special offers can stimulate sales? What products and services can be offered with extra perks if purchased in advance? What expenses can be delayed?
Touch base with your bank manager if needed and renegotiate repayments. It is in their interests to do so particularly post Royal Commission. Make them earn their money!
If reduced trade is inevitable what else can be done to make the most of this down time? Ie. Renovate, do training, business planning, take a holiday …
#3 Communicate
How can you reassure and inform your customers? We are OPEN for business! Please use our complementary hand sanitiser. We are taking full precautions to keep everyone well etc. SAMPLE NOTICE (for members / staff scenario)
Or, alternatively, we are taking this opportunity to close for renovations or take a holiday. For urgent enquiries please contact …. (or refer to alternate businesses).
What marketing materials should be prepared to promote specials and other initiatives? Ie. signage on door, social media posts, website notices etc.
Be consistent and rigorous to reassure and get attention.
#4 Consider how this may affect the team.
How will illness and precautionary quarantine periods affect you and your staff, and your families.
What can you and staff do to overcome school and child-care closures etc that may affect your ability to run the business?
Can you use remote technologies to continue some aspects of the business?
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#5 Consider what your boundaries are.
What is acceptable to keep you and your staff and customers safe while doing business? We have to also consider family members that may be vulnerable.
At what point would you close your doors to business if required?
Hopefully this will help stimulate some good conversation within your team.
What ideas can you add? I’d love to hear them.
And for those who love corporate speak or would like another opinion READ
KERRY ANDERSON: Founder of the Operation Next Gen program and author of ‘Entrepreneurship: It’s Everybody’s Business,’ Kerry works with small businesses and rural communities to help them embrace new opportunities. In 2018 she was named as one of Australia’s Top 50 Regional Agents of Change. READ MORE