企業/初企規劃策略的可行方案

 

新型冠狀病毒散播全球,人類面臨大型社交隔離、經濟臨時癱瘓等前所未有的挑戰。由於流動性被限制,導致人與人之間的溝通變成遙距、數碼化,並改變了消費者的行為和經營模式。公司東主正面臨各方面的挑戰,由財政狀況、面對顧客互動行為的改變、透過遙距維持營運,以至建立新的方法,把握危機後的市場 —— 企業需用新的模式與團隊和客戶互動,並尋找解決方案,讓公司在危機後繼續營運及反彈。

為了幫助企業建立靈活性,並減低疫情帶來的破壞力,我們整合了一系列可行方案要讓您作為參考,在疫情低潮間好好規劃策略。請注意,文章中提到的要點,只供您參考訂立潛在方向。

1. 以可持續的財務能力營運您的業務(燃燒率和跑道)

 

動性是所有業務的生存關鍵。我們見證過最近股票市場的跌宕,投資者紛紛拋售各種資產,情願緊握現金。預測未來投資動力維持呆滯,直到疫情結束為止。在下一輪募資前,初企創辦人需盡可能保留最多現金在手。

  • 從新規劃財政預算:保持實際心態、重新調整銷售渠道和收入預測,並透過壓力測試,分析每月能負擔的費用
  • 減少變動成本:由於消費意欲和銷售量下降,因此需適度削減開支,包括:人力資源、工時、工資以及市場行銷預算
  • 申請財政支援:各國政府提供紓困基金和低息貸款計畫,幫助各行業渡過難關

2. 採用新的顧客互動模式,轉移零售渠道組合

新型冠狀病毒大流行正影響全世界,不少範疇包括:旅遊、娛樂及餐飲零售等行業的整個供應鏈都受到影響。但是,有幾個領域在過去幾個月有明顯增長,他們都是集中在數碼化渠道的行業,如:電子商貿、外賣及影片串流。因應社交隔離,數碼化溝通成為與顧客互動的關鍵橋樑。與您的顧客緊密聯繫,能夠幫助您的銷售渠道保持運作。

  • 透過電郵更新資訊:有聲勝無聲。不妨透過電郵,通知客戶知道疫情下公司及貨存的最新狀況。而這些預防性的訊息,給予顧客對公司的信心,並繼續光顧您的商店。他們也可以透過電郵,繼續跟您討論業務
  • 輔以創意內容的每月通訊:透過定時、有用又有趣的通訊內容與顧客聯繫、維持關係,並促成新的網上購物機會
  • 利用社交媒體鼓勵購買:加強品牌網上曝光,時刻將服務和產品放在顧客眼前,例如:建立網上產品目錄,方便客人訂貨,又或者利用WhatsApp和Messenger等社交渠道讓顧客查詢
  • 目標溝通:認清核心顧客群,並投資資源建立個人化訊息及內容,以影響他們的購買行為

3. 縮短營運低潮期


不少公司鼓勵員工在家工作,而清晰的營運指引能維持員工的生產力及效率。

  • 維持人力資源的流動性:將多出的勞動力轉移到其他活動,像是與其積極推銷新業務,不妨讓銷售團隊專注管理現存顧客,透過即時通訊工具及管理銷售渠道,提高服務品質
  • 改善內部工作流程:借助現有時間建立更好的服務品質,以及改善購買及送貨流程,藉此提升日後的工作效率

4. 裝備好迎接疫情後的增長



鑑於全球經濟低迷,預計業務商談活動持續放緩。或許這是好時機分析現存產品的質素,並且提升產品功能,準備好經濟改善時再次進入市場。

 

  • 與顧客共創:遙距工作帶來新的需求和服務,而積極與顧客聯繫能得到他們對產品和其功能的意見回饋
  • 探索新的營商模式:社交隔離改變顧客行為,並提升他們對虛擬和數碼化平台的依賴性。這或許是一個好時機,將現有產品重新包裝成軟件即服務(SaaS)模型或其他網上渠道

疫情發展一日千里,以上行動概要只是對現況的部分回應。疫情不斷持續,未來必須借助科技訂下長期計劃,加快應用5G網絡、虛擬實境和智能城市等科技,迎合大眾對遙距互動日益增加的需求,以及體現科技對危機管理的重要價值。

延伸閱讀:
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/

圖片來源:
Getty Images / eternalcreative, US Chamber, Pexel

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