We asked several smaller entrepreneurs about the strategies that have worked for them. Petr Ogurčák, who runs the recently opened bistro Etapa , Janka Plzáková from Udírna Plzák from Plzeň , Lucie Hančlová, wife of ceramist Cyril Hančl and Jan Bouška, director of marketing of fashion stores FreshLabels , talk about how to adapt to new conditions .
According to Ondřej Ilinčev, the government’s measures hit entrepreneurs in gastronomy, tourism, and companies that organize events and sell luxury goods the hardest. In other words, to all businesses that have large fixed costs (for rent and staff) and whose business depends on the gathering of a large number of people and at the same time cannot by law operate freely.
“We gradually had to close all brick-and-mortar branches. In addition, at that time we had about a week before the opening of a new store on Letná in Prague, focused on sustainable products. Initially, we experienced a huge drop in online orders,” marketing director Jan Bouška describes the impact of the crisis on the Freshlabels brand.
Strategies for the service and education segment are discussed in the first part of the series .
Tip #1: Move what you can online
If you have sold mainly offline shopify setup until now, for example at farmers’ markets, use the Internet, advises Lukáš Pítra, adding: ” Start with a store – listen to customers and their needs , for example via online tools such as Google Hangouts , Skype , Zoom . ” I recommend opening up to all frequently used platforms so that the customer doesn’t have to look for a tool they’re not used to because of you. Train your employees on the tricky technical details – how to set up the picture, how to set up the microphone, how to advise the customer, how to behave on the call at all.”
Recommended reading: We have written about suitable online tools in a special article.
When it comes to product presentations or showrooms , there are a number of technologies that can quickly cut a 3D tour or 3D model. In an emergency, simply use the phone and show and explain the product step by step to the customer through the camera. And then, of course, there is e-commerce and the transfer of sales to an e-shop.
What to do when you can’t go online: For processes that can’t go online, reassure customers (by text, image or video) that you’re taking maximum precautions to protect the health of their people and yours.
An example from practice: a bistro
The crisis measures have turned the operation of the Karlin bistro Etapa upside down. “We started in January and now we are actually starting again. We opened an e-shop with what we bake, ingredients and other things. Customers can come pick up the package or we deliver via Wolt,” explains Petr Ogurčák, half of the P&G foodies tandem that runs Etap.
Tip: Are you used to selling in person? Explain, show and tell to customers? Try the newly created Call to shop mobile application .
Tip #2: Adjust your business model
Ondřej Ilinčev recommends differences between holochain and blockchain that restaurants and gastroenterprises in general first limit costs – try to negotiate a reduction or postponement of the rent and limit unnecessary personnel costs. Reach out to existing customers, create a website with the possibility to order food delivery, start selling vouchers for future consumption – as a gesture of support. Contact companies in the area and try to arrange company lunches with delivery. Join e-commerce projects like DámeJídlo , Rohlík Bistro and UberEats (which is now free).
Resource tip: Do you have cars? Use them for transportation. Do you have free spaces? Hire them for logistics to those who are now going 300%, advises online marketing expert Eliška Vyhnánková.
An example from practice: the production of farm sausages
Until recently , the Plzák smokehouse from Pilsen relied mainly on personal contact and sales at farmers’ markets. “Although we also have a brick-and-mortar store in the city center, it accounted for a third of our income, and now not many customers come there either,” Janka Plzáková describes the situation of the family business. “We need our regular customers, who came to see us every Saturday at Náplavka, to start ordering,” he adds.
The intention to start selling as quickly as possible through established platforms such as Scuk.cz is not easy to realize, because all similar channels are now overloaded. “So we are building our own e-shop and for now we are selling through our Facebook page . People can order our products via Messenger and we will send them a shipment by post or via PPL,” Janka Plzáková describes the strategy of the Pilsen family smokehouse.
Tip #3: Listen to your customers
The world is really ef leads changing a lot, says Lukáš Pítra. People are unsure about their professional and personal future, probably rethinking what they really need and why they are getting it. You’ll keep customers if you can adapt very quickly – and to do that you need to know what’s on people’s minds. Talk to customers (without the ambition to sell right away) and look for solutions together.
An expert’s opinion: It is not enough to throw goods at a discount and hastily put together a sales website, claims Lukáš Pítra.
Ondřej Ilinčev is also of the opinion that it is good to ask customers what you could do for them in the current situation, what they would find useful. For example, a new product at a lower price level, rather than a discount on the existing one. If you have taken care of your customers in the past, you have a better chance that they will retain you in the current situation and not go to the competition.
You have a huge advantage if you have contact with customers – ideally by email. Otherwise, you can try to reach people in the vicinity, for example, with PPC campaigns or leaflets in mailboxes. But both are more demanding than sending emails. Anyway, now, more than ever, it is necessary to communicate humanly and not hide behind marketing sauce.
