A business plan is so much more than a startup document. It is a roadmap that even established businesses can use to inform decisions and provide direction. Done correctly, a business plan can serve your company for years. However, unforeseen circumstances can mean it’s time for an update. One such situation is an economic downturn or recession. The following tips will help you develop a business plan that can help steer your company through tough economic times.
Get To Know Your Customers
Customers drive sales, so you must try to understand them and make plans to meet their needs. Use a customer relationship management program to gain insight into current customers. Then, use the data it provides to tailor your marketing plan.
Market research is also a key component of your plan. It helps you to understand the target market you want to reach and not just your current customers. You can conduct market research on your own, use established research, or hire someone to do this for you.
Perform Industry Research
As a new business owner, you will spend a lot of time researching topics that go far beyond knowing your customer base. This starts with knowing what is going on in your industry sector.
Be sure to stay on top of current business trends to know what others are doing, what works, and what doesn’t. For example, underestimating the impact of generative AI could leave you behind competitors and hurt your bottom line. Attending trade shows (or reading recaps of these events) can help you stay in the loop and aware of upcoming trends that could help your business.
It is a good idea to look at what your competitors are doing and weigh whether their approaches might benefit you as well. However, you will want to remember that what works for one business might not for another. Therefore, only incorporate the ideas that seem most appropriate for your business into your plan.
Perform a SWOT Analysis
You are doing your company a disservice if you haven’t conducted a SWOT analysis. This fairly comprehensive approach can help you identify areas for improvement and where you excel. It is an excellent tool to help you better understand your business and its position in the market.
This type of analysis looks at the following aspects of your business and industry:
- Strengths: Where do you shine? What sets you apart in a positive way? The answers to these questions will help you better understand your business’s strengths.
- Weaknesses: Identify what areas of your company need work. This allows you to develop plans to address the shortcomings. Some examples include low cash reserves, a lack of training in a specific area, or a lack of brand recognition.
- Opportunities: Look for areas where you are not taking full advantage of resources. In many cases, your opportunities will seek to respond to identified weaknesses.
- Threats: These are things that could potentially harm your efforts, such as competing businesses or an economic downturn.
There are countless tools and templates online to help you perform a SWOT analysis. Keep your answers complete and honest to get the best results.
Be Financially Prepared
You must also be financially ready to handle reduced sales during a recession. If possible, this can be done by establishing a large cash reserve or pool of liquid assets. However, if that is out of reach during good times, you may want to consider establishing a business line of credit.
There are advantages to opening an account like this before you need it. First, qualifying may be easier if you have robust sales and the market is good. Additionally, you can take advantage of competitive interest rates. Finally, you won’t pay interest on the line until you begin to draw from it, so the benefits ordinarily outweigh the risks.
Businesses can weather rough economic times if they are prepared. One way to do that is by developing a business plan to guide your decisions during a recession. It should include market research, a SWOT analysis, and a financial plan to help you stay on top of industry trends.
