Strategies to Shield Your Business from Unexpected Setbacks
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Understanding the Hidden Impacts of Covid
I must confess: I was fortunate. By New Year's Eve 2021, I had managed to avoid Covid and its variants. In fact, some of my ventures even thrived during the pandemic, receiving unexpected boosts in sales. However, everything changed after a small holiday gathering—one that would trigger a significant domino effect in my life.
Surprisingly, my sales concerns were the least of my worries. If you're a solopreneur or business owner, here's what I learned during this time and how you can brace yourself for unforeseen disruptions.
The Unexpected Symptoms
When thinking about cold symptoms, entrepreneurs often overlook the true challenges. Many of us have persevered through various hardships—be it illness, personal loss, or other crises. Had the typical cold and flu symptoms been my primary issue, this would be a different story.
Instead, it was the invisible struggles that derailed my productivity and business. I'm not referring to the commonly known loss of taste and smell; rather, the symptoms that affected me the most were:
- Overwhelming fatigue
- Severe mental fog
- Emotional exhaustion
These issues may seem trivial, and I almost feel embarrassed to admit them. After all, what kind of entrepreneur lets a little fatigue stop them? Yet, despite years of working long hours and juggling multiple projects, Covid knocked me off my feet.
I found myself spending entire days on the couch, oscillating between wakefulness and sleep, making no progress on my entrepreneurial endeavors. My fiancé, who was also affected, aptly remarked, "It feels like the joy valve in my brain has been switched off." And he was right.
The Surprising Resilience of My Business
Now comes the part where I acknowledge the uncomfortable truth: my business continued to operate.
I can pinpoint exactly why that was the case.
How to Fortify Your Digital Business Against Disruptions
Recently, during a guest lecture at an MBA entrepreneurship course, I was asked a question that made me blush: "What does a typical week look like for you as an entrepreneur?" My response was far from the relentless 168-hour workweek they likely expected. However, this very approach allowed me to manage multiple projects and maintain stability during a two-week bout of brain fog and fatigue. Here are five strategies that helped me Covid-proof my business while I was incapacitated:
Effective Pre-Planning:
I distribute my time among three primary ventures. Two require frequent planning, while one is mapped out three months ahead. Unsurprisingly, the business with the most structured planning faced the least disruption during my illness.
Automation:
Throughout my entrepreneurial journey, I discovered that I am not naturally inclined toward constant interaction with people. I found it draining, especially in operations and marketing. As a solution, I built over 90% of my operations on automated systems that allow me to minimize hands-on involvement.
Backup Plans:
Amid my illness, I had a crucial live event scheduled—one that involved numerous clients and significant revenue. Fortunately, I had a robust backup system in place, with recordings of similar events ready to go. While I barely managed to participate, I was prepared to deploy a backup if necessary.
Collaborative Efforts:
Although I have some creative projects, the mental energy needed to create new ideas was lacking during my illness. I leaned on my collaborators, who reminded me that even solopreneurs benefit from teamwork.
Growth Buffers:
I believe one of the most common mistakes first-time entrepreneurs make is neglecting to allocate time for personal growth. When asked about my weekly routine, I was surprised to realize how much free time I intentionally scheduled. This time was not wasted; it was reserved for learning and development.
Simply put, I think entrepreneurs should dedicate entire days—or at least significant portions of them—to learning. How can you expect to offer more value tomorrow than you do today if you're not actively expanding your knowledge?
Acknowledging My Mistakes
I found myself on the phone with a frustrated customer for the third consecutive day. This wasn’t just any caller; he was a client who felt entitled to immediate service. Despite having automated systems in place, I failed to manage his expectations effectively.
It doesn’t matter if you’re laid up on the couch or in a hospital bed; if clients are uninformed, they won't be empathetic. This individual had no idea I was struggling with illness. As I scrambled to meet his last-minute demands, I felt guilty. I didn’t want him to realize that a sick entrepreneur was managing his account.
What undermines confidence is keeping your clients—or team members—in the dark. Transparency is crucial; it fosters trust and understanding, even when circumstances are challenging.
Facing the Unavoidable
Many of us have lived in anxiety, fearing the worst. Some concerns have proven justified. I grew up fearing for my parents' health, and when I lost my dad, my perspective shifted dramatically. Leaving Wall Street, I feared my startup would fail, and it did—costing me a six-figure investment. Yet, I regrouped and built new ventures.
With Covid, I worried about contracting it—and I did. While I consider myself fortunate, I recognize that this may not be the last disruption I face. Life is unpredictable and often throws challenges your way.
Ask yourself daily: If the next challenge were the final one, would I feel satisfied with how I lived? If the answer is no, perhaps it's time to reassess and make necessary changes.