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Examples of Small Business Pivots

In this article, see examples of how small businesses are pivoting to survive (wine shop, cyber security, furniture craftsman, and more).

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Examples of how small businesses are pivoting to meet the needs of consumers during the pandemic, copied directly from this article: https://www.nytimes.com/2020/04/17/your-money/small-business-survival-strategy-coronavirus.html


  1. Digital Reasoning, a privately held data analytics company, was using artificial intelligence to scan medical test results and identify cancer diagnoses more quickly. Now it’s using the same technology to quickly identify patients with Covid-19.

  2. Acker Merrall & Condit, a 200-year-old shop for fine and rare wines, leads scores of wine lovers in twice-weekly tastings. Mr. Kapon conducts the tastings using the teleconferencing platform Zoom as an extension of his business.

  3. FutureFuel, which helps people select among the 127 federal repayment programs to reduce their student loan debt, said the company had added two features to respond to the enormous job losses and financial uncertainty. One program, FutureFuel Cares, automatically enrolls a person in a debt relief program it finds for free. (The company normally charges up to $6.99 a month for its service.) FutureFuel GiveBack, which starts on Monday, finds cash-back savings from the goods that a borrower is buying online among some 450 brands. That money is used to pay down the principal on the borrower’s loan.

  4. JumpCloud provides cloud-based security for its clients’ servers. Most of them wanted to ensure that employees could gain access only while in the office, said Rajat Bhargava, the company’s co-founder and chief executive, but companies now have to provide secure access to their workers at home. The pandemic “has been a catalyst to shifting to the cloud,” Mr. Bhargava said. “Going forward, this is going to be the new normal.”

  5. Furniture craftsman, Aaron Moreno, has switched to building baby gates, shelving and small coffee tables. Everything has to be small enough for one person to build and for the customer to put it in place without help.

  6. Gympass, a corporate flexible gym membership company: In the past month, he has added two online options to Gympass: a collection of wellness apps for people stuck at home and a system that allows the company’s partners to be paid for live-streamed classes. These additions had brought in 20 new corporate clients.

What is the need are you focusing on?

Consumer needs have changed drastically, urging small businesses to be innovative in their offerings during this time and into the future.

What is the best example of business adaption you’ve seen in response to COVID-19?

See examples: https://www.nytimes.com/2020/04/17/your-money/small-business-survival-strategy-coronavirus.html

What is your profession?

Program Management

Where are you located (country)?

United States

Where are you located (region)?

  • North America

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Thanks for sharing @Stephanie Alman!