Running a seasonal business during peak times is the dream scenario. Your products and services are in-demand, and there’s a constant stream of customers coming through the door. With this type of success, it can be easy to forget the big issue that’s going to appear: the off-season.
While your business may have thrived the previous month, it can quickly wither away the next. From holiday resorts to ice cream stands, no seasonal business is immune from the dreaded off-peak period.
Even though business will inevitably slow down, there’s no need for you to slow down at the same time. Here are five tips for effectively running a seasonal business year-round:
1. Analyze your finances
First of all, you need to see just how much damage the off-season will cause to your business. If you’re selling only a fraction of what you would during peak times, it makes sense to look at what expenses you can reduce. You may decide to decrease the working hours of your staff, for instance, or even sublet your physical space to another entity if possible.
Rather than cutting back, however, you could secure a loan to cover the gaps created during quieter months. Unsecured business loans are available to those who don’t want to secure financing with collateral or have a low credit score. Then when business picks back up, you can pay off the loan.
2. Stay active on digital platforms
If your business is suffering from downtime, look at the positive side of things, and use the additional time to focus on other areas.
This can include your digital marketing platforms.
With the likes of social media and blog posts, you can maintain year-round contact with customers. You have the potential to craft high-quality, educational content – the type that can see you become an authority in your chosen industry. Ultimately, regular updates also keep your business in the public eye.
3. Target other locations
Even if your business has hit a slow period in your current location, that doesn’t mean there isn’t demand for your products elsewhere.
Say you run a business that sells warm clothing. These products obviously won’t be in demand during the summer months. However, it’s not summer everywhere in the world. For example, when it’s summer in the United States, the likes of Australia is experiencing fall and winter.
4. Request feedback and reviews
Reviews are always essential for any business. They are a form of reassurance, something prospective customers can look at to see if your company is a reputable one. Well, if you have time on your hands, now could be the perfect opportunity to request reviews and feedback from customers.
Attempt to gather as many positive reviews as possible. If you’re handed negative feedback, take it in your stride and use this to improve for next season.
5. Expand into other areas
Can your business naturally expand into other areas, ones where you can shift from seasonal to year-round trade? A business might only sell Christmas decorations, for instance, but they could introduce standard decorations that have appeal regardless of the season.