Pandemic Pivots: How Small Businesses Are Turning Crisis into Opportunity
The COVID-19 pandemic forced businesses across the globe to adapt and evolve, and for many, it proved to be a catalyst for radical change. While some businesses struggled to simply survive, others embraced the turmoil, using it as a springboard for innovation and expansion. This article explores how three small business owners turned their pandemic-era pivots into permanent changes, demonstrating the power of adaptation and creativity in the face of adversity.
Key Takeaways:
- Necessity is the Mother of Invention: The pandemic spurred many businesses to explore new ways of operating and serving customers. Innovations born out of necessity, such as curbside pickup and virtual offerings, may lead to long-term benefits.
- Leaning on Existing Strengths: Successful pivots often involve building upon existing expertise and skills. Businesses that leverage their core competencies in new ways are better positioned to thrive.
- Embracing a Shift in Demand: Recognizing and responding to shifts in customer needs is critical. Businesses that successfully pivot often adapt their services to meet the evolving demands of the market.
From Lights in the Woods to a Themed-Entertainment Division:
Scott Schoeneberger, founder of Bluewater Technologies, a live-event production company, found himself facing a bleak future when the pandemic hit. The company’s usual business of creating experiences for corporations and conventions dried up almost overnight. Undeterred, Scott and his wife, Chanel, decided to take a gamble on an out-of-the-box idea: Glenlore Trails, a half-mile illuminated hike through a wooded forest. "We had no baseline of what ‘good’ looked like. We just went out and put a bunch of lights in the woods," Scott said, describing their initial vision.
To the Schoenebergers’ surprise, Glenlore Trails became an instant hit, selling out tickets within a week. The attraction not only provided a much-needed revenue stream for Bluewater but also became a testing ground for new ideas. Now, three years later, Glenlore Trails accounts for 6% of the company’s income, with projections to reach 25% within five years. "It’s really become a research and development center for us," Scott remarked.
Glenlore Trails is proof that pandemic pivots can lead to enduring success, especially when they leverage existing expertise. Bluewater’s experience producing immersive events for corporate clients proved valuable in developing the elaborate design and technology behind Glenlore Trails. The Schoenebergers’ gamble paid off, proving that sometimes the most significant changes come from taking risks and stepping outside of your comfort zone.
A Pharmacist’s Pandemic Pivot:
Kyle Beyer, a pharmacist and owner of North Shore Pharmacy in Shorewood, Wisconsin, found his business transformed by the pandemic. While his pharmacy remained open as an essential service, many customers were hesitant to venture out, leading to a significant drop in foot traffic. In response, Kyle expanded his curbside pickup and delivery services, catering to the changing needs of his customers.
The most significant turning point, however, came with the arrival of the COVID-19 vaccines. Kyle signed up to receive doses, understanding that it could be a lifeline for his business. When he received a call informing him of a delivery of 100 doses, he quickly transformed a newly renovated section of the pharmacy into a vaccine clinic. "It was happenstance that we had this large, beautiful area that could hold 10 people, talking and calmly sitting," Kyle recalled.
The influx of customers seeking vaccinations, fueled by word-of-mouth and a local reputation for quick and efficient service, dramatically increased North Shore Pharmacy’s visibility and prescription business. The pharmacy now offers a range of immunization services, including childhood vaccinations, back-to-school shots, and travel services, a direct result of the pandemic-driven pivot. "We realized that our opportunity is being someone locally who can solve problems," Kyle said.
Kyle’s story is a testament to the potential of pivoting to meet emergent needs. By offering vital services like vaccinations, Kyle not only secured the future of his pharmacy but also established North Shore Pharmacy as a trusted health resource in the community.
A Cleaning Company’s Transformation:
LaQuanta Williams, owner of White Glove Cleaning Solutions, found herself facing a sudden loss of business when the pandemic struck. Her primary customer base, consisting of residential clients, evaporated overnight as people retreated to their homes. "Covid sent my business in a direction I didn’t anticipate," LaQuanta said. "I lost all of my residential customers in one day. Literally, the same day."
While the initial setback was daunting, LaQuanta seized the opportunity to pivot. She had been researching electrostatic sprayers, which could efficiently disinfect surfaces, and saw an opportunity to offer a new service to commercial clients. She bought two sprayers and began marketing her services to stores and offices, quickly building a new customer base.
LaQuanta’s willingness to adapt and her foresight in acquiring specialized equipment allowed her to not only survive the pandemic but also expand her business in a new direction. She now focuses on commercial cleaning, specifically post-construction cleanup for contractors, a niche market that has proven incredibly profitable. Her company has grown to employ five full-time staff members, a far cry from her initial focus on residential cleaning. "When I do [return to residential cleaning], I can be picky about clients," she said, reflecting on her newfound confidence and expanded business model.
LaQuanta’s story demonstrates the strength of adapting to shifting market demands and leveraging your expertise to serve a new clientele. By redefining her target market and incorporating specialized services, she turned a potential disaster into a significant business advantage.
