How to keep a business in Georgia during quarantine, how to go online in a pandemic, how to scale

Step 2. We define "pain" - the need of the consumer

Пafter you have decided on the target audience, you need to answer the following question: "Why does the consumer need our goods and services?". If you correctly identify the customer's need, then you will be able to satisfy it.

For example, why do you need dietary breakfasts and healthy lunches on the menu, because there are fitness center. Why do you need delivery and takeaway dishes in a restaurant, because because of quarantine, many people prefer to appear less in public places and order food home.

Step 3. We make a socio-psychological portrait of the target audience

In order to make a psychological portrait, you need to answer the following questions:

What is the client's problem?

What kind of fear does he have?

What difficulties does he have?

What are his barriers?

What is the desired result?

What is the motivation?

What taboos?

What kind of laziness does he have?

What are the selection criteria?

In order to make a social portrait, you need to know:

Gender

Age

Marital status

Children

Type of activity

Professional hierarchy

Income level

Financial situation

Geography

Interests

All this needs to be described to each potential client. This will help you answer for yourself the main questions: "To whom?", "Why?" and "Who is our final consumer?".

When you describe for yourself at least 10 of your regular customers who come regularly, you will know exactly who to look for and who to focus on. On the Internet, it is important to know who we can offer our products to and why. This is why socio-psychological portraits of the target audience are needed to understand its needs.

As soon as you work through the first 3 steps, it will become easier to work further, because this is the basis. This is the basis from which you start building your business.

Step 4. Preparing a product line

This means that you need to understand what kind of need you will close and, based on this, create your own product line. The product line is what you will offer and sell to your consumers.

For example, you have a restaurant and it is clear that for a family dinner you should have one menu -this is one product line, and for a company of young people, another menu-this is a completely different line.

To make it clear to you what a product is: a janitor's product is a clean yard, a baker's product is delicious bread, in our case, these are dishes that will cover the needs of your customers and bring us income.

Step 5. Logistics of production and procurement

I think that by default you know and understand what logistics, production and procurement are. You also understand that the quality and speed of work directly depends on logistics and procurement, on where you buy and how it is delivered to you.

You must be ready to cover the needs of customers regardless of their number.

For example, you are a pizzeria, you have advertised and ordered pizza from you, you are ready to deliver it in 30 minutes, but do you have enough strength to deliver 20 pizzas in the same time? 30 pizzas? At what stage can you fail? This is important to understand and take into account in order to earn the trust of customers.

A lot of enterprises often overestimate their capabilities, they think that when there is more demand, then they will solve something with logistics. And now they are busy advertising, marketing their establishment, but when people come to them, they cannot meet their needs and lose the trust of customers, receiving hundreds of negative reviews.

For example, we have beauty salon. 20 clients came to us for a manicure, and there are only 5 manicure kits, that is, we are not ready to serve all clients. Naturally, customers will be unhappy and most likely will not come to us anymore.

When there is a demand for you and you do not meet the expectations of consumers, it negatively affects your reputation.

People are so arranged, if everything is fine, they don't write reviews, you will have to ask them for reviews, you will have to give them some discounts, some bonuses, some privileges for these reviews. But when they are not satisfied with something, a wave of negativity begins and it goes globally.

If you do not have established logistics, if your production is not working well, you will not be able to close the demand, then be prepared to get a lot of negativity.

Step 6. Making up a financial model

Each of you has your business, its own financial model.

I would like to draw your attention to something here, everything is always considered from the beginning to the end. Everything is the same online, it's a myth that everything is cheap online. Online, the same people who work well and work expensively.

When you start to determine your fin.model and answer the question "how much": "How much are you willing to spend? Which segment are you planning to serve?"

Only you can answer these questions yourself. Because you definitely understand. "How much? What? When?" based on his business experience.

Step 7. Planning a schedule

We plan a schedule and answer the question "when" at this stage.

This is a very important moment, because when we plan the schedule, put everything in order, we will know exactly what we have and what should happen.

When you know exactly:

• What business process is going on at the moment.
• How long it takes.
• When we get the result.
• How much will we spend on it and when.

Some people don't know how to plan and instead do fortune-telling, but it doesn't work that way. Because, answering these questions, we must count, plan, and understand based on real facts.

If you have a mistake in your schedule, then everything will go to hell, and you know it.

It's the same online, if you haven't taken something into account somewhere, it will be exactly the same.

Therefore, we immediately plan a schedule. We answer a lot of questions in it: "to whom", "why", "who", "what", "where", "how much", "when".

Step 8. Formation of a unique trade offer

To form your unique sales offer or product offer, you must answer three "why?":

● Why will your target audience buy from you?

● Why will they buy from you and not from competitors? You must have a competitive advantage.

● Why will they buy from you today?

These are the main questions that you will have both offline and online.

By answering these three simple questions, you will formulate a template for your unique trading offer.

Step 9. Collecting a customer base

We are starting to collect the customer base, we are adding there those customers that you already had in offline mode.

You can call your regular customers, offer them delivery, offer them a discount. Because when you start calling your potential customers, you can sell them something.

For example, when I was in a German restaurant, I was asked to fill out a hospitality notebook, where I indicated my address, my mail, and date of birth. And on my birthday, I received a greeting card from them and a 50% discount for a week on visiting this restaurant. It was very nice, that is, when I have an event, I will know exactly where I will go, because I have a discount there. In addition, I will tell my friends about them, thereby making them advertising, because they used my address for its intended purpose.

Collect your customer base, call them, write to them on social networks, offer delivery, offer discounts, conditions.

Step 10. Getting ready to go online

Why should you switch to online? Your task is to try to present yourself online. Nothing bad will come of this for sure, and if it works out, you will have a competitive advantage.

For example, my client, who has a beauty salon, convinced me that online does not work, that all her clients are from nearby houses. Then we started online, offering our services to people, not only from houses, but also from other nearby facilities, it turned out that there is a large private clinic next to the salon and we offered our services there. Because we knew who to offer, there were girls lying there, they were lying on preservation and we offered their husbands to give them a gift: SPA treatments in a beauty salon right across the street.

We have tripled the influx of visitors to the salon. Because when a girl leaves the hospital for two hours and comes as a queen, everyone in the neighborhood understands that she has been somewhere, asks her and goes there.

You need to understand and prepare for the transition to online, because it works. When someone tells you that it doesn't work, don't believe it, most likely it's your competitor, he will work online while you sit and think.

For example, I have a client who has been working with us for a year, but she writes on Facebook: "Youtube doesn't work, it's all lies...". To the question "why is she doing this", she told me that if she told me what she was doing, then all her competitors would rush after her, but for now she has a head start.

Therefore, everything is extremely simple here, if you don't go online, then your competitors will go online, because online is an additional source of sales, it is an additional source of attracting customers.

Step 13. We understand that you can delegate

You need to understand what you can do yourself and what you can delegate to professionals.

My principle is: it's better to steal well than to invent badly.

Don't invent anything, delegate to other people: let the designer draw the sign, let the baker bake bread, let the driver drive the car. Let your logo and printed products be developed by polygraphists. And not an acquaintance of Vasya, who knows how to draw.

You should understand that if you do not want to do something or are not an expert in some field, then transfer this work to professionals. It's obvious that the designer will draw the sign better than you.

Everyone has to do their own thing, so you have to break everything down into the tasks that you have and distribute what you will do and what others will do.

Step 15. We study the demand in the market

We are starting to study the demand in the market and in neighboring segments.

For example, you have a restaurant and you did khinkali, khachapuri. We studied the demand in neighboring segments and found out that there is a demand for pizza, and in another place for shawarma. Can we offer this to our customers? Can we make it ourselves? Is it profitable for us?

You have to study the market, identify a product that is in demand. Check if there is a demand for this product in your market.

For example, in Georgia, many have started to open hookah bars, but here the demand for them is very small and the owners have gone to a loss. Therefore, it is necessary to study the demand in the market before starting to sell or open something.

What is the advantage of your company's online work, after you have found out what is currently in demand in the market and in neighboring segments, you can implement it via the Internet.

You can open a virtual online store, it does not require space and sell there goods that are in demand in a neighboring store.

If you have a restaurant, you can make delivery of dishes that are currently in demand at the restaurant.

Now those who will be able to arrange delivery, no matter what, will survive: dishes, food, clothes. Because people are now afraid to go out in public places.

Step 16. Finding a delivery method

Finding a delivery method is a very important point, which has its own nuances. Many believe that they will hire any delivery service, but they do not take into account the risks.

For example, you have found a cheap delivery service and are working with it. You ordered a pizza, you made it, sent it by courier, but he didn't deliver it on time, the pizza got cold, the customer is not satisfied. In the end, you are to blame, because he ordered pizza from you, now you do not cause him confidence.

It is important to understand that the courier is a representative of your company. Therefore, it is very important to find a trusted service or arrange your own delivery. People are willing to pay for the service, for timely delivery.

Step 17. Collecting video reviews

The hardest thing is to collect video reviews.

Most likely, your restaurant has reviews, there is such a book and reviews of your customers are written there.

Reviews work as social proof.

Which reviews would you trust more? Those that are written in the book, reviews from social networks or video reviews. In my opinion, the answer is obvious.

So start collecting video reviews right now.

When you have done something good to a person, he is ready to say "thank you" for the first five minutes and it will be good if you take the phone and write down his words of gratitude.

These reviews can be posted on your website, on social networks — this is social proof.

Step 18. Do multilingualism.

Make your online business multilingual.

For example, in many Georgian restaurants, the menu is made only in Georgian, at best it is written somewhere at the bottom in Russian or in English, this is at best.

Is it really difficult to make three menus, this is your USP, this is your offer to the client. And you save on it?

Georgia is a tourist country, many tourists come here and you are ready to lose them as customers because they cannot read your menu or offer.

Multilingualism concerns websites, business cards, online stores, because thanks to the Internet, your customers can be people from all over the world who speak different languages.

Make your online business multilingual.

22 step. We are starting to train employees

You must have an employee training program.

A new person should familiarize himself with the system of rules, the system of concepts, the system of internal regulations, study the algorithms of work, understand who is responsible for what, study job descriptions. It's all learning.

It is better to develop a training system once and apply it to new personnel. This will greatly facilitate your work and save time.

It is much easier to teach online, because there are a lot of examples, a lot of courses, a lot of free material. A well-trained, strong employee is your competitive advantage, especially online.

24 step. Writing sales scripts

A sales script is a scenario of a conversation between your employees and potential customers.

When you train new employees to talk on the sales script, they will make fewer mistakes at the beginning of their journey. They should not experiment, they should speak according to the script.

There is a sales script for each business, for each segment, for each target audience. Just type "sales script" in the search engine and you will be surprised how such a cool thing works flawlessly,

27 step. Is your business scaling?

For example, you have a business in one place, everything is set up there, both logistics and production. At this stage, you realize that you can open another store, restaurant, that is, scale your business.

It is very easy to scale a business online, if you need to open a point physically offline, it is financially costly, you need to look for a room and solve other nuances. Online you can have a small point, an office and a large branded store. You can open an online store in Tbilisi, in Batumi, in Minsk, in Moscow, but physically you will be in a completely different place.

29.step. Analyzing the results

You already understand that everything needs to be analyzed around demand, competitors, the same with the result.

At the beginning we set a goal, we understand what we want to get a result, then we analyze: what prevents us from achieving this result, what we want to do to get a result.

An important point I urge you to contact specialists for a competent analysis.

If you hire the wrong employees who mislead you, who pose as advertisers, marketers, and specialists, but you do not see the result of their work, then hire a professional who will conduct a competent analysis and tell you what the problem is.

For example, I am often approached by clients who ask me to do an analysis of their site. I do an analysis for them and understand that the site is not about anything and together it needs to be demolished and done in a new way competently. And the client pays these unfortunate developers a lot of money for this, but there is no result.

When you start analyzing the results, it's better to involve people from the outside.

34 step. We attract customers

Why didn't I put this point higher, because when you don't have a delivery service, online payments, there is no sense in attracting customers that you can't serve. Either you won't have the personnel, or you won't have the tools, or you won't have the products that you can sell to them.

We start attracting customers only when we go through all the above steps, at the stage when everything is ready for you.

Now people want everything like in Europe, they want service, they want to come and get what they want at the highest level.

Now there is a struggle for consumers, first for the attention of consumers, and then for the trust of consumers in order to get a result, to get a high check. And if you don't have everything ready, then you won't get the result.

37 step. Working out the business model

You are starting to work out your business processes:

● What?

● Why?

● When?

● Why?

● In what order?

I always recommend working through business processes as if you are preparing a business for sale, so that you can explain to the new owner what works and how.

When you clearly understand how it all works, when you have job descriptions, when you have a business plan for your business, then you will be able to count and predict. You will understand what needs to be improved in order to increase the profit in the receipt.