{"id":41670,"date":"2020-04-29T00:00:00","date_gmt":"2020-04-29T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/small-business-adapting-covid-19\/"},"modified":"2025-03-13T06:27:11","modified_gmt":"2025-03-13T13:27:11","slug":"small-business-adapting-covid-19","status":"publish","type":"post","link":"\/us\/en\/blog\/small-business-adapting-covid-19\/","title":{"rendered":"How 10 businesses are adapting and evolving in the age of COVID-19"},"content":{"rendered":"<p>There are over 32 million small businesses in the US today, and those businesses are responsible for generating 43% of US GDP.<\/p>\n<p>2020 was heading toward a record breaking year of growth and nearly every sector of the economy was growing.<\/p>\n<p>Until it all came to a sudden stop.<\/p>\n<p>On March 17, the first of many shelter-in-place orders were given. Over the coming weeks, these continued city by city, region by region, across the country, with only essential services remaining open.<\/p>\n<p>Restaurants were forced to close their dining rooms. Coffee shops saw their food traffic dry up overnight. And small clothing stores and major national brands lost 100% of foot traffic.<\/p>\n<p>Electronic devices and fashionable accessories were no longer the hot commodity. Toilet paper and hand sanitizer were instead.<\/p>\n<p>Small businesses considered \u201cnon-essential\u201d began to immediately feel the pain.<\/p>\n<p>How should small businesses proceed?<\/p>\n<hr \/>\n<p class=\"p1\">\ud83d\udc40 \u00a0Find out how five small businesses are surviving (and thriving) during the pandemic with our our free eBook.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"\" data-id=\"69de1f84bf5f8\" id=\"69de1f84bf5f8\">\n\t\t<button tabindex=\"on\"  on=\"tap:69de1f84bf5f8.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Grab eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free eBook to get an inside look at five small business success stories. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69de1f84bf5f8.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<h2>How businesses are pivoting to survive the pandemic<\/h2>\n<p>Some small business owners have immediately begun to look at options for pivoting their businesses.<\/p>\n<p>Some are finding success while some will have to try again.<\/p>\n<p>And again.<\/p>\n<p>And again.<\/p>\n<p>But the marketplace may be changed forever. How will businesses pivot, adapt, and grow again?<\/p>\n<p>The answer lies in understanding the unique needs of the marketplace today\u2014a marketplace of people largely limited to their homes and neighborhoods\u2014and finding the right way to serve that audience.<\/p>\n<p>Entrepreneurs still can (and are) making it happen today. Here are 10 of their inspiring stories:<\/p>\n<ol class=\"table-of-content\">\n<li><a href=\"#A Top Chef alumni pivots fine dining into takeout and doing good\">A <em>Top Chef<\/em> alumni pivots fine dining into takeout and doing good<\/a><\/li>\n<li><a href=\"#A New York casual diner transforms into a traveling date-spot\">A New York casual diner transforms into a traveling date-spot<\/a><\/li>\n<li><a href=\"#A Utah yoga studio turns to their community and the honor system\">A Utah yoga studio turns to their community and the honor system<\/a><\/li>\n<li><a href=\"#Texas real estate agents dive into virtual tours\">Texas real estate agents dive into virtual tours<\/a><\/li>\n<li><a href=\"#A Portland brewery gets physical with beer delivery by bike\">A Portland brewery gets physical with beer delivery by bike<\/a><\/li>\n<li><a href=\"#A nightclub throws a virtual party to keep the party alive\">A nightclub throws a virtual party to keep the party alive<\/a><\/li>\n<li><a href=\"#A college town consignment store embraces community-driven ecommerce\">A college town consignment store embraces community-driven ecommerce<\/a><\/li>\n<li><a href=\"#A Tennessee chef pivots into cooking classes\">A Tennessee chef pivots into cooking classes<\/a><\/li>\n<li><a href=\"#A popular online design and lifestyle products brand leans heavily into its work-from-home products\">A popular online design and lifestyle products brand leans heavily into its work-from-home products<\/a><\/li>\n<li><a href=\"#Independent children\u2019s bookstore finds new life by diversifying sales and giving back\">Independent children\u2019s bookstore finds new life by diversifying sales and giving back<\/a><\/li>\n<\/ol>\n<p><a name=\"A Top Chef alumni pivots fine dining into takeout and doing good\"><\/a><\/p>\n<h3>1. A <em>Top Chef<\/em> alumni pivots fine dining into takeout and doing good<\/h3>\n<p>For chef\u2019s and restaurant owners, having an ecommerce store isn\u2019t an option when the product is best when it\u2019s \u201chot and fresh,\u201d so in Portland, Oregon, Doug Adams of <em>Top Chef<\/em> fame took his knowledge of smoked meat and created weekly menus for pick up while helping the <a href=\"https:\/\/www.instagram.com\/p\/B-P5uYfBK5N\/\" target=\"_blank\" rel=\"noopener noreferrer\">local food bank.<\/a><\/p>\n<p>Adams\u2019 restaurant <a href=\"https:\/\/www.bullardpdx.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bullard<\/a> is known for their Pacific Northwest meets East Texas fare, and each Friday a new menu goes out with daily specials using the <a href=\"https:\/\/www.exploretock.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tock<\/a> ordering platform, with Friday specials often having the bonus of a Saturday brunch option like cinnamon rolls.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4401\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-76-1024x604.png\" alt=\"Bullard Restaurant\" width=\"840\" height=\"495\" \/><\/p>\n<p>Capitalizing on the ease of Tock\u2019s platform, Adams quickly also began adding on \u201cextras\u201d that patrons can tack on to their order such as cocktail kits, pies, and other baked goods. Tock also has the option of adding a tip, which is helping sustain the jobs of wait staff unable to work during the crisis.<\/p>\n<p>Speaking of restaurants, here&#8217;s a tip from Ryan Cole (named Restauranteur of the Year by San Francisco Magazine) on what to look out for during tough times if you&#8217;re in the food business:<\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Real Talk with Ryan Cole - trailer\" src=\"https:\/\/player.vimeo.com\/video\/463163882?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><a name=\"A New York casual diner transforms into a traveling date-spot\"><\/a><\/p>\n<h3>2. A New York casual diner transforms into a traveling date-spot<\/h3>\n<p>Johnny D\u2019s of Watertown, NY, is a casual dining spot that amid the coronavirus outbreak had to shut its doors, but owner David Barlett <a href=\"https:\/\/www.wwnytv.com\/2020\/03\/18\/getting-creative-businesses-adapt-covid-restrictions\" target=\"_blank\" rel=\"noopener noreferrer\">decided to get creative<\/a> and use a bus he\u2019s had to cook private meals for couples.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4402\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-38-1024x679.png\" alt=\"Johnny D\u2019s Casual Diner\" width=\"840\" height=\"557\" \/><\/p>\n<p>He plans on using the bus to deliver dinner so as to keep this business alive and give folks a chance to continue to celebrate special occasions even while staying quarantined.<\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">\ud83e\udd2f You could save up to $400 an hour it IT costs.\u00a0<\/span><\/p>\n<p>Explore the RingCentral Advantage for small businesses:<\/p>\n<p><span style=\"font-weight: 400;\"><button data-href=\"#leadform-popup\" class=\"js-open-popup-activator btn primary\" >Take the tour<\/button><\/span><\/p>\n<hr \/>\n<p><a name=\"A Utah yoga studio turns to their community and the honor system\"><\/a><\/p>\n<h3>3. A Utah yoga studio turns to their community and the honor system<\/h3>\n<p>Lucy Dillon of 21st Yoga Studio in Utah believes that what made their studio different is the community that they had built in an age of \u201conline everything.\u201d<\/p>\n<p>But in times where keeping the livelihood of the staff was of the utmost importance, <a href=\"https:\/\/www.deseret.com\/utah\/2020\/3\/22\/21187486\/local-businesses-get-creative-generous-as-they-adapt-to-coronavirus-realities\" target=\"_blank\" rel=\"noopener noreferrer\">they put up live streamed classes<\/a> at noon and 6:00 p.m.:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4403\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-70-1024x682.png\" alt=\"21st Yoga Studio in Utah\" width=\"840\" height=\"559\" \/><\/p>\n<p>Those who <em>can<\/em> pay, <em>do<\/em>\u2014and everything is on the honor system.<br \/>\n<a name=\"Texas real estate agents dive into virtual tours\"><\/a><\/p>\n<h3>4. Texas real estate agents dive into virtual tours<\/h3>\n<p>With real estate being a mostly in-person experience, <a href=\"https:\/\/www.dallasnews.com\/business\/real-estate\/2020\/03\/23\/property-agents-adapt-to-business-with-coronavirus\/\" target=\"_blank\" rel=\"noopener noreferrer\">real estate agents in the DFW area<\/a> are adapting by doing online tours via FaceTime.<\/p>\n<p>\u201cI have many buyers and sellers that just can\u2019t pause because they have immediate housing needs,\u201d Franklin said. \u201cAlso many that don\u2019t want to miss the low interest-rate opportunity.\u201d<\/p>\n<p>Whether it\u2019s touring properties in smaller groups, using FaceTime to take a virtual walk-through of a property or setting up virtual meetings while directing clients to specific properties online, the real estate industry is doing their best to pivot.<\/p>\n<p>\u201cOur professionals, working hand-in-hand with our clients, are finding ways to manage through these difficult days by modifying meeting protocols, touring properties with smaller groups and finding ways to keep moving forward,\u201d Brett White, Executive Chairman and CEO of Cushman &amp; Wakefield, said in a letter to clients.<br \/>\n<a name=\"A Portland brewery gets physical with beer delivery by bike\"><\/a><\/p>\n<h3>5. A Portland brewery gets physical with beer delivery by bike<\/h3>\n<p>Ross Putnam, General Manager of Base Camp Brewing knew that with traffic coming to a complete stop, it was time to get creative. And boy did he get creative. After a quick chat with the Oregon Brewer\u2019s Guild and paperwork for off-premises sales, Putnam loaded up his custom-built cargo bike and <a href=\"https:\/\/www.wweek.com\/culture\/2020\/03\/25\/base-camp-brewing-will-be-beer-to-your-door-via-a-custom-cargo-bike\/\" target=\"_blank\" rel=\"noopener noreferrer\">started dropping off brewskies<\/a> at people\u2019s doorsteps.<\/p>\n<p>&#8220;We kind of see this as the beginning of a long program for us,&#8221; Putnam says. &#8220;The best thing we can do is work directly with our consumer, and what better way to show up to somebody&#8217;s house than with beer on a bicycle?&#8221;<\/p>\n<figure id=\"attachment_4404\" aria-describedby=\"caption-attachment-4404\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-4404 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-4-1024x697.jpg\" alt=\"Base Camp Brewing\" width=\"840\" height=\"572\" \/><figcaption id=\"caption-attachment-4404\" class=\"wp-caption-text\"><a href=\"https:\/\/www.wweek.com\/culture\/2020\/03\/25\/base-camp-brewing-will-be-beer-to-your-door-via-a-custom-cargo-bike\/\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>While he admits that this tactic is not getting them the sales they are used to, Putnam is happy to try something different during quarantine for the sake of business, beer, and a little bike riding.<br \/>\n<a name=\"A nightclub throws a virtual party to keep the party alive\"><\/a><\/p>\n<h3>6. A nightclub throws a virtual party to keep the party alive<\/h3>\n<p>Nightclubs are obviously going to be at a loss when no one can come and party, but that didn\u2019t stop the <a href=\"https:\/\/www.wweek.com\/culture\/2020\/03\/25\/holocene-is-throwing-virtual-club-nights-so-you-can-literally-dance-like-no-one-is-watching\/\" target=\"_blank\" rel=\"noopener noreferrer\">Holocene Night Club<\/a> from finding a way to still keep the party going.<\/p>\n<p>The Holocene staff threw a virtual club night and live streamed the party through YouTube, asking for donations via the YouTube stream\u2019s description box:<\/p>\n<p>The YouTube club night drew 700 people to the live stream, which is twice the capacity of the club, and the donations they received covered the cost of running the stream with extra income that will go toward the staff.<br \/>\n<a name=\"A college town consignment store embraces community-driven ecommerce\"><\/a><\/p>\n<h3>7. A college town consignment store embraces community-driven ecommerce<\/h3>\n<p>While larger clothing brands are no stranger to ecommerce and even smaller boutiques have repeated pieces in stock that can be listed online, consignment and vintage stores often only have one of each piece, which is why foot traffic is so important to the success of these stores.<\/p>\n<p>Austin Storm of <a href=\"https:\/\/www.moscowstormcellar.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Storm Cellar<\/a> in Moscow, Idaho, is no stranger to innovation as he and his wife Laura started the consignment store and then began meeting other needs they found in the consignment space with their consignment-specific software, ConsignCloud.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4406\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-97-1024x656.png\" alt=\"The Storm Cellar in Moscow, Idaho\" width=\"840\" height=\"538\" \/><\/p>\n<p>While listing individual pieces is still a challenge, the virus lit a fire under the Storms that made their online store a reality. Austin says:<\/p>\n<p><em><strong>\u201cIt\u2019s expensive to list things online, which is why we haven\u2019t had a big ecommerce presence. We started with private shopping, which lasted three days, and then everyone who was nonessential got shut down, so we had to adapt to new things, which is when the ecom site was launched.\u201d<\/strong><\/em><\/p>\n<p>Austin credits the active social media presence that they built over the years with helping to launch website sales and is grateful that his team had finished a month before COVID made landfall in the US.<\/p>\n<p>Austin and Laura upload new items every day to the website, including gifts, overstock items, and rare designer finds, and then throw a unique sampling up on Instagram with the option to be redirected to the website. With this approach, the items that they list on Instagram stories go the fastest with customers lingering on the website for curiosities they would have never otherwise discovered.<br \/>\n<a name=\"A Tennessee chef pivots into cooking classes\"><\/a><\/p>\n<h3>8. A Tennessee chef pivots into cooking classes<\/h3>\n<p>It\u2019s no surprise that ecommerce businesses are better suited to a pivot, while brick-and-mortar businesses have a harder go-of-it, but this has left an opportunity for businesses to get creative when listing their goods online isn\u2019t an option.<\/p>\n<p>For example, outside Nashville, Tennessee, in Murfreesboro, chef and restaurateur Alex Belew has taken to social media to keep his restaurant afloat. <a href=\"https:\/\/dallasandjane.net\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dallas &amp; Jane<\/a>, an upscale comfort food eatery had to close its doors due to the virus outbreak, but Belew quickly jumped online and told his Instagram followers that he\u2019d be teaching kids who are out of school and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/working-from-home-with-kids\/\" target=\"_blank\" rel=\"noopener noreferrer\">parents who are stuck at home<\/a> together how to make some of the chef\u2019s signature dishes.<\/p>\n<p>His classes were held on Facebook Live and <a href=\"https:\/\/nashville.eater.com\/2020\/3\/18\/21185116\/dallas-and-jane-alex-belew-murfreesboro-online-cooking-class-venmo\" target=\"_blank\" rel=\"noopener noreferrer\">Belew took donations<\/a> via the Venmo app. Belew later also took to Tock and is offering a select portion of his menu available for carry out.<br \/>\n<a name=\"A popular online design and lifestyle products brand leans heavily into its work-from-home products\"><\/a><\/p>\n<h3>9. A popular online design and lifestyle products brand leans heavily into its work-from-home products<\/h3>\n<p>Lifestyle brand <a href=\"https:\/\/ugmonk.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ugmonk<\/a> launched by Jeff Sheldon has been predominantly an ecommerce store since 2009, where he has sold high-quality t-shirts, journals, and other lifestyle products. And while COVID-19 hasn\u2019t forced him shut his doors, it has made him consider the new needs of what people are needing now.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4407\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6-43-1024x130.png\" alt=\"Lifestyle brand, Ugmonk\" width=\"840\" height=\"107\" \/><\/p>\n<p>With the work-from-home population rising, their landing page now focuses less on their apparel and more on desk organizers, mouse pads, and other goods in an entire section titled \u201cshop work from home.\u201d<\/p>\n<p>Jeff Sheldon recently spoke with website optimization agency The Good and detailed that during the crisis he began to lean heavily on his loyal community and email list, writing a thoughtful email about the current events, and his loyal customers rallied to support. Now his desk accessories are flying off the shelf. For more on Sheldon\u2019s thoughts on thriving during economic uncertainty, you can see <a href=\"https:\/\/thegood.com\/insights\/webinar-ecommerce-growth-ugmonk\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<br \/>\n<a name=\"Independent children\u2019s bookstore finds new life by diversifying sales and giving back\"><\/a><\/p>\n<h3>10. Independent children\u2019s bookstore finds new life by diversifying sales and giving back<\/h3>\n<p>Local bookstores have been hit particularly hard from the COVID-19 crisis, but that has given smaller stores like <a href=\"https:\/\/www.greenbeanbookspdx.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Green Bean Books<\/a> in Portland, Oregon, a chance to find multiple avenues of revenue.<\/p>\n<p>Their online store has been recently launched, but you can also call and have them make recommendations and have those books delivered to your door for free if you spend $25 or more and live in the area.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4408\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image5-56-1024x609.png\" alt=\"Green Bean Books in Portland, Oregon\" width=\"840\" height=\"500\" \/><\/p>\n<p>They are selling gift cards, offering audiobook sales, wrapping surprise gifts, and dropping it off on doorsteps. In addition, they will happily ship any sales that are not local and are giving patrons a chance to pay it forward by buying book bundles that they can donate to the Children\u2019s Book Bank, a nonprofit giving books to children in the area.<\/p>\n<h2>Takeaways from savvy businesses pivoting during quarantine<\/h2>\n<p>Obviously it\u2019s no surprise that most businesses have seen a downtick in overall revenue, but if there\u2019s anything that most businesses are learning, it\u2019s that:<\/p>\n<ul>\n<li>Having a social media presence helps you stay in touch with your client community.<\/li>\n<li>Listing your wares online so that your customers can still access your merchandise helps keep your business alive even when foot traffic isn\u2019t possible.<\/li>\n<li>Businesses not initially set up for working from home are finding new and innovative ways to stay in touch and still keep production moving forward.<\/li>\n<\/ul>\n<p>Learning to adapt to the new normal, businesses are surviving and even thriving during the pandemic. If your business is one of the many that has had to adapt quickly to a new work-from-home reality, check out our <a href=\"https:\/\/www.ringcentral.com\/remote-work-playbook.html\" target=\"_blank\" rel=\"noopener noreferrer\">Remote Work Playbook<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are over 32 million small businesses in the US today, and those businesses are responsible for generating 43% of US GDP. 2020 was heading toward a record breaking year of growth and nearly every sector of the economy was growing. Until it all came to a sudden stop. On March 17, the first of &#8230;<\/p>\n","protected":false},"author":29,"featured_media":43559,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[18022,17480],"class_list":["post-41670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-coronavirus","tag-covid-19"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How 10 businesses are adapting and evolving in the age of COVID-19 | RingCentral<\/title>\n<meta name=\"description\" content=\"Learn about how 10 small businesses are adapting to life during COVID-19 with these examples, from bookstores to nightclubs to restaurants.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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