Well, what a time.
I’ve spoken to some producers who are thriving as shoppers shun the panic-stripped supermarkets in favour of supporting farmers directly, while others (particularly those supplying the shaken hospitality industry) are stressed or planning to cut back completely.
But at the end of the day – one thing that’s certain over the coming months is that everyone will need food (and many will still welcome flowers while they’re cooped up). And the sense of community and willingness to support farmers and small business is giving me a lot of hope.
The following is a list of ideas for continuing to make money and connect with your customers if your usual avenues are unavailable or limited thanks to the current restrictions (and only if you feel like it – if you’re happy to ride it out and plan away, that’s fantastic, do what works for you).
They range from the traditional and straight-forward, to some left-of-field suggestions where you can get creative and give your communities a way to support you, even if they’re trying not to leave the house.
If your website isn’t e-commerce enabled (or you’d like a nifty goal tracker) many of these can be achieved quickly through a crowdfunding site like Chuffed.
18 ways to keep making money
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- Build your email list while you can!
OK, so this isn’t a product. But if you’re still going to the markets, make it a top priority to make sure you’ve got a simple sign-up form with you so if anything changes and you run with one of the below, you can still let people know how to buy from you. (Check out my blogs on using email to supercharge your business and 20 ways to grow your list for more) - Offer delivery
Skip the markets and go direct, whether that’s to homes or restaurants. Tell them they can save on delivery fees by teaming up with friends or peers and having everyone’s orders delivered to one place. If you don’t have order forms already, basic ones can be set up through Google Forms in the short term (but getting a shop set up on your site will streamline the process, particularly around payments). - Set up a drop-site or pick-up hub
Delivery costs can add up, and picking up from the farm might be a big ask, but you can meet them half-way. Designate a location (or a few) central to your customers and have them drive just a few minutes to pick-up orders. You can either wait there yourself for a specific time or leave the orders with a trusted customer (time to set up an ambassador program?) or contact. Take payment in advance to prevent no-shows. - Join with another farm or foodmaker (or three) to create hampers or packs
You and the other farmers get in front of each others’ buyers, while saving your own customers the need to think about their lists or shop around for multiple products. Can be sold at the market, by delivery or by drop-site. - Collaborate with venues on a meal kit
The restaurants and cafes choosing to stay open at the moment are only take allowed to offer takeway only, but many have supplemented or changed their offerings to include full heat-at-home or assemble-yourself meals. If you usually sell to venues, collaborate with one on a meal kit their patrons can pick up and finish cooking at home. - Collaborate with a local bottleshop on a cocktail kit
As for point 5, but with booze. Perfect for those selling fruit or edible flowers. - Sell IOU tickets to a future on-farm event
Offer ultra early-bird tickets (or deposits on tickets) to a future farm tour, lunch or workshop – date TBC. This will work well if it’s something you do regularly anyway, or can be a good way to gage interest in (and give yourself plenty of time to plan) a new concept. Just make sure you think through your terms and conditions. - Or sell tickets to your post-corona party
Get people even more excited for when this is all over. It doesn’t even have to be on your farm – a venue that works with you to use your product would work. You could event team up with the local pub. Have a plan for when social distancing measures start fading out so you can deliver quickly when the time comes. - Sell or auction off private events
Workshops, dinners or talks at customers’ homes or workplaces. Perfect for friends, book clubs, companies etc to pitch in. Depending on social distancing conditions, you might be able to offer these immediately rather than waiting for it to blow over. - Discounts and sales
Obvious, but it works in the short term. Only do it if your margins can take it. - Develop supporter merchandise
T-shirts, teatowels, tote bags, stubby coolers, bookmarks – and those are just the obvious ones. And yes, your loyal customers will buy them to support you. People love to publicly align themselves with the businesses they support. If you’re not confident though, there’s no need to invest in stock straight away – you can take pre-orders. Plenty of graphic designers are looking for work right now, or you could grab some paint and the kids and DIY – did someone say one-of-a-kind? - Hire yourself out as a speaker
Expert in your industry or when it comes to a certain technique? Let customers, clients, community groups and more know that you’re available to book as a speaker at their events, panels and meetings when this is all over. - Host a webinar
Instead of being a guest-speaker, be the host. People will be bouncing off the walls soon and needing something to keep them entertained and engaged, so get on camera and get teaching. Pull friends, peers and other experts in and make it a summit. - Arrange to temporarily sell your product through a new local small business
Even if it’s one you haven’t been able to reach an arrangement with in the past – any port in a storm. The cross promotion of letting both your audiences know that your product is in their store for a limited time can mean increased traffic and profits for both of you – maybe the start of a beautiful friendship. - Create a new value-added product
Got a produce glut, and the means (and licensing) to create a processed product? Jams, sauces, pestos, pies, bread, salami, limited edition COVID-era preserves – ramp it up. The bonus is that this stuff is often more easily posted so you can do away with hand delivery. If you don’t have the equipment or approvals to DIY, collaborate with a butcher, maker or other farmer who does. - Sell vouchers or credit
Another straightforward one, but often an easy sell for your customers. Remember that though it’s a quick injection now, it may impact your cashflow when they redeem it, so consider selling it as a gift idea, so that your customers will introduce another person to your product while still spending further money themselves when business as usual returns. - Look at developing a Community Supported Agriculture (CSA) program
None of these ideas are quick fixes, but this is the furthest from it – a CSA means a change to your business structure and will take serious planning, so it’s not one to consider lightly. But since this could go on for months yet, you may be able to introduce it before social distancing ends. If not, it could protect you from future events and downturns. - Capitalise on your sense of humour
Got a big personality and a customer base who love it? Use it! Sell personalised serenades, dances, flashmobs and more for a fee – to be sent via video or performed in person when we’re all out and about again. Pick a dare for yourself and tell your followers you’ll do it when you reach a certain $$ value.
- Build your email list while you can!
If you want to brainstorm or troubleshoot on any of the ideas above and how to promote them I’m more than happy to chat – no charge. I can also recommend graphic designers or web wizards who can help you put some of them together. Contact me here.
We’re in this together.
DISCLAIMER: many of these of course still involve handling food and are listed on the assumption that you and your team are feeling well and operating almost-as-normal but with the necessary extra hygiene precautions. If you’re feeling under the weather or are in self-isolation due to concerns, food handling and face-to-face channels should be avoided, but the non-consumable, event or voucher or ideas may be able to help.
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