Whitewed Advise: How to Pivot in Business

Here at Whitewed, I work with engaged couples, wedding venues and suppliers alike, and 13 years in the industry and many thousands of contacts means I have a true and realistic view into how both sides of the industry react, perform, cope, and what their processes, challenges and wins are.

Right now, we need to find ways to keep afloat (and sane!) to kick us through to next year and get back to weddings, and this will take equal doses of resilience and determination...and a positive mental attitude alongside an idea or two!

To ‘pivot’ is to find a new way to enable your business to survive through a tough period – and there’s nothing like the period we’re in to get pivoting!

It’s about finding a new way to make use of your existing skill set, your products, your services – it’s all about finding a solution to a ‘problem’ that people are looking for – finding something that’s popular right now and sells.

It’s very much a short-term survival action that leads to long-term resilience and growth – as well as getting you through a tough period, it’s also a great opportunity to create a new ‘string’ to your bow for the future.

Here within the Whitewed community, there have been so amazing examples of businesses pivots - and whilst the list isn't everybody, it includes those that I know of, and it's worked our beautifully for all of them:

• Kate of Copper & Blossom only this morning posted in the group about her online photography course
• Kim of Kimmi’s Cakes, Hannah of Hannah Culley’s Cakes and Sharon of Bella Cakes by Sharon have all had roaring success with their cake doorstep delivery service.
• Sarah of Cakes by Mrs F has created a brand-new business – postal biscuits – Biscuits by Mrs F – and has also teamed up with Natalie from Elsie Road who has set up gin box deliveries that now offer Sarah’s biscuits too!
• Faye of FE Event Services has qualified and become a Celebrant
• Fay of Fay’s Fairy Cakes has set up a postal Welsh cake delivery service
• Holly of Holly Robinson Jewellery set up an online order earring company
• Chris of Fluffy Puffin has done a roaring trade with his new ice cream and dessert delivery service
• Rachel of Rachel Jane Photography has really pushed family photography, to such an extent that it’s taken over the wedding side of her business going forwards
• Richard of The Gloucestershire Magician has created hugely successful online magic evenings, and has now created the perfect performance package for the current guidelines
• I know that Sarie of Sarie Joynes Jewellery has done a roaring trade by switching her sales to Etsy
• Matt Fox of Matt Fox Photography and The Flash Fox has been really busy on his new website business and brand photography work
• Capture Every Moment have been offering family and school children photo shoots
• Marquee Vision have provided marquees to pubs and restaurants to offer more ‘outdoor’ seating opportunities
• Hey Pesto, Vaughan’s Kitchen, The Sausage & Mash Company and George Goes Out have done takeaway nights
• Jonathan of Ahuvi Wedding Photography has created a 360 video and photography property service
• The Two Bonnys have expanded to offering favour items and PAT testing

I know also that many of you have taken the opportunity to grab an alternative part-time / full-time job, re-brand, to get your paperwork straight, to sort finances – generally to get all the jobs ‘on your list but never have time to do’, done. You’ve kept visible, you’ve come up with new ways of showcasing your skills and your work.

Many of you have worked on photo shoots to keep your hand in, keep up with your colleagues but also ensure that you have new and fresh imagery for your website and social media.

I applaud you all!  You're brave and wonderful, and keep going!

Pivoting Ideas

This is the time to throw away the thought of competition and think collaboration instead – who could you work with? – as an example, if we think photo booths – if your photo booth is enclosed and therefore can’t be used at the moment BUT your printing / online photo system is amazing, and a peer has an open booth that hasn’t quite got the same printing / online capabilities as you have – why not team up?

If you’re doing takeaway afternoon teas, why not team up with one of the bar companies and offer bottles of Prosecco etc. as a package.

As a photographer, have you thought about selling your lifestyle / landscape etc. images online?

Caterers, have you thought about offering online chef masterclass tutorials – like Jamie Oliver has done for children.  Have you thought about home food deliveries?

Is there an online course / tutorials that you can create? People are looking for new hobbies whilst they're still living a 'half life'.

Is there expert documentation that you can create for sale?

Stylists, can you create mood boards for clients that they pay for following a brief?

The ideas are endless, and if you don't feel like you've had the right idea yet, set up a Zoom call with some chosen colleagues and have a full-on brainstorming sessions...some of the best ideas are ones that you've never even through of or considered!

So, what do you need to consider in order to pivot?

Consider what is really popular at the moment and how you can fit with that and offer something different – what are your potential customers buying / booking / enjoying at the moment? How can you create a product or service that's enticing to them?

Take the time to think your ideas through properly. Do a competitor analysis, work out your worth, invest in the right brand for your new product / service. Listen to your customers.

Think online, set fees, be clear and upfront. Your new products or services must be profitable and align with your brand – this is not the time to be investing in huge amounts of kit etc. especially if you are not sure of a quick return on investment.

I set up ‘No Strings Admin’ on a budget of just £250 just a few weeks after lockdown started, and it’s reaped rewards within a week of launch and it’s really successful already with many happy clients.  You can have the same success with a clear thought out plan / idea.

Make sure you start hanging out where your new potential clients hang out – don’t assume that your new product or service will be enticing to your existing following. You may need to market your offering to a different audience / in a different way…you may need to set up a sister company in order for it to work properly as a result.

Use your network – take advantage of those that you know and memberships that you pay for - tell them about your service, get their support, ask if they would be happy to help spread the word, ask for their feedback on your new service / product.

…but remember:

By no means does pivoting mean saying goodbye to your existing business as you know it. You need to ensure that you continue to keep your current customer base happy and engaged and make them feel like they’re still a priority and important to you despite your change.

Be brave. Don’t underestimate yourself. Don’t think you can’t do it. Focus on the ‘can’, ‘will’, ‘success’. Don’t be afraid to set up a new business if your existing business and new ideas don’t sit well together.

All pivots are new elements of your business that you can take forward and benefit from - they have huge value, and there's no better time to do it.

Finally, don’t think the time has now passed to pivot – not at all, pivoting is always an option no matter the timing. The key is to be flexible.

Good luck, and happy pivot planning!

Kindest, 

Natalie Lovett, Director of The Whitewed Directory