企业/初企规划策略的可行方案

 

新型冠状病毒散播全球,人类面临大型社交隔离、经济临时瘫痪等前所未有的挑战。由於流动性被限制,导致人与人之间的沟通变成遥距、数码化,并改变了消费者的行为和经营模式。公司东主正面临各方面的挑战,由财政状况、面对顾客互动行为的改变、透过遥距维持营运,以至建立新的方法,把握危机後的市场 —— 企业需用新的模式与团队和客户互动,并寻找解决方案,让公司在危机後继续营运及反弹。

为了帮助企业建立灵活性,并减低疫情带来的破坏力,我们整合了一系列可行方案要让您作为参考,在疫情低潮间好好规划策略。请注意,文章中提到的要点,只供您参考订立潜在方向。

1. 以可持续的财务能力营运您的业务(燃烧率和跑道)

 

动性是所有业务的生存关键。我们见證过最近股票市场的跌宕,投资者纷纷抛售各种资产,情愿紧握现金。预测未来投资动力维持呆滞,直到疫情结束为止。在下一轮募资前,初企创办人需尽可能保留最多现金在手。

  • 从新规划财政预算:保持实际心态、重新调整销售渠道和收入预测,并透过压力测试,分析每月能负担的费用
  • 减少变动成本:由於消费意欲和销售量下降,因此需适度削减开支,包括:人力资源、工时、工资以及市场行销预算
  • 申请财政支援:各国政府提供纾困基金和低息贷款计画,帮助各行业渡过难关

2. 采用新的顾客互动模式,转移零售渠道组合

新型冠状病毒大流行正影响全世界,不少範畴包括:旅遊、娱乐及餐饮零售等行业的整个供应链都受到影响。但是,有几个领域在过去几个月有明显增长,他们都是集中在数码化渠道的行业,如:电子商贸、外卖及影片串流。因应社交隔离,数码化沟通成为与顾客互动的关键桥樑。与您的顾客紧密联繫,能够帮助您的销售渠道保持运作。

  • 透过电邮更新资讯:有声胜无声。不妨透过电邮,通知客户知道疫情下公司及货存的最新状况。而这些预防性的讯息,给予顾客对公司的信心,并继续光顾您的商店。他们也可以透过电邮,继续跟您讨论业务
  • 辅以创意内容的每月通讯:透过定时、有用又有趣的通讯内容与顾客联繫、维持关係,并促成新的网上购物机会
  • 利用社交媒体鼓励购买:加强品牌网上曝光,时刻将服务和产品放在顾客眼前,例如:建立网上产品目录,方便客人订货,又或者利用WhatsApp和Messenger等社交渠道让顾客查询
  • 目标沟通:认清核心顾客群,并投资资源建立个人化讯息及内容,以影响他们的购买行为

3. 缩短营运低潮期


不少公司鼓励员工在家工作,而清晰的营运指引能维持员工的生产力及效率。

  • 维持人力资源的流动性:将多出的劳动力转移到其他活动,像是与其积极推销新业务,不妨让销售团队专注管理现存顾客,透过即时通讯工具及管理销售渠道,提高服务品质
  • 改善内部工作流程:借助现有时间建立更好的服务品质,以及改善购买及送货流程,藉此提升日後的工作效率

4. 装备好迎接疫情後的增长



鑑於全球经济低迷,预计业务商谈活动持续放缓。或许这是好时机分析现存产品的质素,并且提升产品功能,準备好经济改善时再次进入市场。

 

  • 与顾客共创:遥距工作带来新的需求和服务,而积极与顾客联繫能得到他们对产品和其功能的意见回馈
  • 探索新的营商模式:社交隔离改变顾客行为,并提升他们对虚拟和数码化平台的依赖性。这或许是一个好时机,将现有产品重新包装成软件即服务(SaaS)模型或其他网上渠道

疫情发展一日千里,以上行动概要只是对现况的部分回应。疫情不断持续,未来必须借助科技订下长期计划,加快应用5G网络、虚拟实境和智能城市等科技,迎合大众对遥距互动日益增加的需求,以及体现科技对危机管理的重要价值。

延伸阅读:
The Matrix for COVID-19: https://medium.com/sequoia-capital/the-matrix-for-covid-19-c25bd5195f46
Managing your burn rate and runway is key to sustain business operations at uncertain times:
https://www.inc.com/steve-blank/coronavirus-covid19-pandemic-startup-leader-response-plan-strategy-crisis.html
Stay connected to customers during Coronavirus:
https://www.uschamber.com/co/grow/customers/stay-connected-to-customers-during-coronavirus
10 tips to help your business communicate throughout the coronavirus crisis: https://thenextweb.com/growth-quarters/2020/03/12/10-tips-to-help-your-business-communicate-throughout-the-coronavirus-crisis/

图片来源:
Getty Images / eternalcreative, US Chamber, Pexel

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