My last blog, Technology needs a KISS, concluded that we should keep things simple. This is the case now more than ever. A less nimble business could be compared to an oil tanker trying to change course, with the captain pushing to change the direction of travel, but the tanker still following the same path. In the current climate, the doors are probably closed for the less nimble business and potentially may not reopen. A more agile business, however, can quickly adapt and survive.
Those old enough to remember the height of the Cold War, may remember a government publication called ‘Protect and Survive’. Or, like me, you may only be aware of it from The Young Ones episode ‘Bomb’, where it is referred to as the “incredibly helpful and informative Protect and Survive”. My guess is that perhaps it wasn’t that helpful or informative.
In the episode, a nuclear bomb falls through The Young Ones student house. An unexpected event, which dovetails seamlessly into the theme of this blog – unexpected times. I am sure there is no need to repeat the often quoted phrase that 12 months ago no one would have believed the world we are in today could exist. It’s not quite a nuclear bomb, but it’s certainly a once in a lifetime event. Those that remember the theme tune to The Young Ones will now be singing “once in every lifetime, comes a love like this…”). Sadly there is no Protect and Survive publication, helpful or otherwise, for today’s world and we’re pushing through this and learning every day. What we do know though, is that in extreme times, the need to innovate becomes more vital than ever.
So, if a more agile business can quickly adapt and survive, what might adaptation look like? It could be as simple as launching your existing product in a new market. In my local area, a number of food wholesalers supplying pubs and schools feared they had lost their customer base overnight. But did they? The end user (you and me!) still need to eat food and with supermarkets inundated, the need for these businesses is significantly higher. They quickly set up an online order process which meant that I could order direct from them. I’ll admit I thought that no family could ever eat that many chicken strippers but with a hungry teenager in the house apparently we can, and quickly! With our second order coming in the next few days, the importance of being able to deliver quickly has definitely been a priority for both businesses and consumers.
Another example might be the local café who are now offering deliveries of their cakes and other products. They also have been able to make a slight adjustment to their offering to meet a new demand. Prior to lock down, very few people would have ordered a provisions box containing basic fruit and veg, milk, cheese etc. from the local café but apparently in lock down, the café has more demand than they can keep up with.
A local taxi firm has also found a new market in provisions boxes. Simply call with your details, choose the box you require and a box of bread, milk, pasta, beans (and yes, toilet roll too!) gets delivered. The taxis may be delivering very few passengers, but by signing deals with local food wholesalers, who are no longer able to sell to their regular customer base and are thus enjoying sales to new customers, they are keeping their drivers employed delivering vital provisions instead.
The commonality between these businesses is primarily the ability to quickly adapt to new products and markets. By efficiently setting up new interfaces on their websites to allow online ordering from customers, in some cases reducing stock lines to key lines in order to ensure that consumers don’t get overloaded with choice. They used existing logistics tech to map out delivery schedules and ensure maximum efficiency. Where the existing tech wasn’t up to scratch, they quickly adapted their apps to allow ordering and enable efficient routing to take place. Each time I visit these sites, improvements have been made, either to the interface or to the product choice. By continually improving the user experience, these companies are able to compete with the larger companies, which may be struggling with demand. The use of technology to advertise and promote these new products has also helped drive business and demand. Social media networks are all carrying adverts of such businesses. Adverts for these versatile companies are reaching multiple networks and markets are accessed quicker than may have been possible via traditional advertising channels.
I think we can definitely say that these businesses have very much adapted and should survive the current times.
I will be interested to see the post-lockdown impact on these businesses; have they inadvertently created a significant loyal following who will continue to purchase in the future? Whilst the food provisions box might not be needed in a few months’ time, I know who will be my preferred taxi company going forward. I know that I have also got a shopping list together for my post-lockdown party from our local food wholesaler and will look to order regularly from them going forward.
Protect and Survive might have been the mantra from the government 30 or 40 years ago, but adapt and survive should definitely be the mantra today.
Stay safe everyone.
Links to our current advice around support for businesses can be found here.
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