A 7-step guide to launching a new business, product or service during a pandemic

Even in a pandemic, people will require new products and services to fulfil those new needs that will emerge during this time. As COVID-19 continues to rage across the world, everyday new businesses are opening and new products and services are coming to market.  How then do businesses open or launch new product offerings during a pandemic?

1.    Establish a need – Ensure that that the new product or business is solving an urgent customer need. Opening a business or launching a new product now should not be a casual effort.  Ensure that the decision is informed by research or a glaring need that cannot be ignored.

2.    Recognize that the product, service or business need may be temporary – The new product, service or business may just satisfy customer needs during the pandemic.  Be okay with that.  It is advised that the new venture should be able to stand alone so that when it comes to an end, your main business remains unaffected.

3.    Try new ways of marketing – Online marketing is the new normal but traditional and electronic media is still a great way to get the word about your new product or business to your ideal customer.  Don’t underestimate the power of an interview or paid traditional advertising, just ensure that you target, target, target.

4.    Focus on customer relationships and building credibility – The new product or business is not just about fulfilling the customer’s need, it’s also about building lasting relationships and establishing yours and your business credibility.  It has been said before and bears saying again, customers buy from people they like but more so from people they trust.

5.    Align with a cause – Even though most people are enraptured by all the happenings surrounding COVID-19, they still have a heart for their fellow citizens so aligning with a cause will allow them to ‘give’ to something beyond themselves.  And, especially during a pandemic, supporting the needs of others feels good.

6.    Embrace the digital movement – Since the emergence of COVID-19 more people have migrated online.  This means that the likelihood of being noticed by your ideal customer group online has increased considerably.  Share content, advertise and build consensus online.  Incorporate as many platforms and devices in your strategy as possible.  Social media is a great place to build a tribe, get attention and increase visibility likewise, in sharing online content, ensure that your platform is optimized for mobile as 51% of the global base of internet users access online using mobile devices.

7.    Utilise Public Relations – Public Relations is a strategic communication process that builds relationships between a business and its stakeholders.  It helps to build reputation and positions the new business or product in a positive light.  PR is a great method to gain further visibility for the new venture.  Utilise elements such as interviews, print media ‘write-ups’, press releases and speaking opportunities to achieve additional visibility.