An Entrepreneur is confused about what to do now especially when the time is volatile, uncertain, and unpredictable. This presentation provides a direction in which an entrepreneur can start thinking and start planning to take various steps.

1. PLANNING FOR COVID CRISIS
BUSINESS GENIUS MEET
1ST MAY, 2020
ZOOM MEET SESSION
9.30AM TO 12.15
PART – I
BY CA TUSHAR PATHAK

2. Business after COVID
BAD NEWS
 What has worked in the past 2/3 years, will not work now or
in coming 2/3 years.
 Current year and next year have to be completely different
due to
 change in landscape /scenarios presented by COVID 19.
 Global lockdown has disrupted the global economy and
recession will follow at global level.
 Country preferences will change for investors and even
Governments
Crisis & Uncertainty of varied magnitude will prevail
and this variation would be felt in different countries
differently and also in different parts of the same
country differently.

3. GOOD NEWS
 You alone are not the victim as Environmental impact
would be same on every one and all businesses.
 The inner game is going to be more important compared
to on the field game.
 Under such circumstances, we cannot stop the wave,
but we can learn to surf. And if we master surfing, we
enjoy being against the waves.
 The TS4 model will guide you as to how you need to surf.
 The Framework of the TS4 model will provide the
complete solution in the current crisis and uncertain
time, as it is universally applicable to all businesses.

4. ACTION
Gather all material to revise different masteries that
you have attended and repeat all which will be
organised in coming months to hedge against any
challenge posed by crisis and uncertainty in the
future.
LET US BRIEF THE CONCEPT & WORKOUT THE
ACTION PLAN
 All will speak about crisis situation and its negative
consequences but we all BG Students will not add fuel
to negative conversations rather
 we shall nullify negative conversations and talk &
think positive to survive, stabilize and grow.

5. THE CONCEPT
In the Transformational mastery we built the
foundation of our business passing through
a specific process.
All our current business strategies are
based on exercise and business decisions
taken earlier.
Covid has created an uncertain environment
where best laid strategies have come to
nothing.
So, what has worked in the past two or
three years, will not work now onwards.

6. STEP DECISIONS FOR
BUSINESS
SPAN COVERED What should be done and from where to start?
1
VISION
Very long term that covers major
Business Life Career. It could be for 15
to 25 years and broadly provides
direction
STEP1: Revisit & Redefine the vision, of the
Organization (not yours) include next line
leaders & Managers in the exercise.
STEP2: With reference to the revised vision,
redefine the Mission. Don’t worry if it
changes completely compared to previously
defined Mission. Time span for the Revised
Mission may be restricted to two years.
STEP3: Convert your Mission into
Aspirational goals, where you decide
actionable aspects related to Finance,
Customers, Team & Learnings.
STEP4: Relook and revise the current
strategies related to four aspects of
Operations & Marketing
2
MISSION
More specifically worked out land mark
achievements which establishes
achievement of vision. Normally, worked
out for achievement in 5 and more years
3
ASPIRATION GOALS
Very precise Actionable aspects related
to Finance, Customers, Team and
Learnings worked out for 2 to 3 years
4
BUSINESS GOALS
FOR OPERATIONAL
YEAR
Implementation and Achievement
Target for One year, more precisely
current year.
PMCE MATRIX See table given below

7. PRODUCT
STRATEGIES
CUSTOMER
EXPERIENCE
STRATEGY
MARKET
COVERAGE
STRATEGY
EMPLOYEE
EXPERIENCE
STRATEGY

8. STEP 5 (A): Decide if Product strategy is required to be
changed?
 Drop Product- Luxury item? Highly price? Need to dispose
stock at the reduced price?
 Modify Product- Eliminate redundant features to reduce
cost & in turn price to enhance affordability.
 Innovate new product- which customer would never deny
 Add new product- which is affordable- low priced with high
value
STEP 5 (B): Decide if Market Coverage strategy is ok?
 Domestic vs International market
 Current Geography vs revised Geography with addition or
deletion
 Target segment modification
 Distribution channel to be focussed on – Retail- B2C, B2B,
Online

9. STEP 5 (C): What must be done to ensure that right
customer experience is delivered in changed
circumstances?
STEP 5 (D): What steps should be taken to reinforce
Positivity in your employees and create motivated
workforce.
What should be done to create agile workforce that
can adapt to unexpected changes quickly?
What steps should be taken to make employees feel
that Leaders and Managers are caring and
supportive and they have empathy?

10. LOSE - LOSE – LOSE As opposed TO WIN -WIN -WIN
Educate your employees that if
• we lose customers,
• we lose business and we lose revenue
• which reduces profits/ Accruals/ cash and
• our capacity to sustain the business in the difficult time.
The increased loss / cash crunch would compel you
 to reduce expenses and cash flow
 by reducing the strength of team’
Emphasise that your company’s objective is
neither to lose team nor to lose
customers, business and revenue.

11. STEP 6:
Decide implementation & achievement target for 20-21
divide the same in four quarters and target the
following aspects.
 Operations and achievement levels of performance
parameters
 Overall Objective to be achieved
 Target Objective related to customers
 Target Objective related to team competence
 Target Objective related to team Attitude
 Target objective related to Inventory and Production
 Target objective related to Credits & Debtors
 Target objective related to Sales & Marketing
And many more aspects be thought of and decided in
advance for clarity and quick decisionmaking.

12. Period
Target
Achiv
mnt
Prime
Objectives
Customer
objective
Prime Team
objective
Q1 10% No closure Customers
Retained
Team Retained
Q2 15% Survival Customers
Filtered &
Retained
Multifunction skill
developed
Q3 35% Stabilize Better Quality
customers
identified
based on
conduct
Overall better quality
Motivated
Effective Efficient
Team
Q4 40% Humble
Growth of
2% to 3%
Overall Quality
of customers
Improved
Overall moral high-
performance
orientation developed

13. Period Team
strength
Operation
Impact Stock
Operation Impact
Debtors
Marketing objective
Q1 Infuse
Positivity
Stock reduces Debtors Reduces Establish Digital
platforms
Q2 Provide
extra skill
development
opportunity
Stock rotates
with fresh
purchases
Restricted
credits
And disciplined
realization
Strengthen just one
or two Digital
Marketing
platforms
Q3 Package be
correlated
in revenue
Performance
b
Productive stock
only
Quality of
Debtors improves
Reap benefits of
Digital Marketing
platforms
Q4 Only
performance
-based
appraisal
Stock turnover
increases by
10%
Debtors turnover
ratio increases
by 10%
Digital marketing
contributes 20%
extra leads
compared to

14. Doexercisecertainprecautions
AVOID OVERSTOCKING:
Don’t buy to stock just because the supplier is
providing very attractive discounts, in the
expectation of earning more profits .
Remember, For Q1- Q2 and Q3, LIQUIDITY is the
preference rather than the PROFITS.
RESTRICT PROVIDING CREDIT:
Rather dispose off your stock with humble margin
and immediate payment.

15. Doexercisecertainprecautions
RELY ON YOUR PAST EXPERIENCE:
Don’t rely on commitment of customers who have
not followed payment discipline in the past.
You might lose complete amount if you emotionally
provide material on credit.
They might lure you and agree to pay 15% to 20%
extra if you provide them credit, but don’t get
trapped in such commitments.
Situation of “No Business” is better than “Business
with loss”

16. Doexercisecertainprecautions
If you are selling Basic need – Necessity items, your
sales will remain unaffected (can charge little
premium also)
If you are dealing in luxurious items, dispose them
off at cost + small margin.
Avoid over purchasing of Raw materials, rather use
current stock completely and buy only balancing
material.

17. Doexercisecertainprecautions
Let team learn multiple skills
Like Accountant learns to handle Sales counter,
Delivery counter, Packing and Despatches.
Admin staff learns tele calling skills, and be in
touch with current customers and past customers
and new prospects for increasing revenue.
Many more ideas can be generated with your
organisational team for
 Conserving resources,
 Reducing expenses,
 Increasing cash flow and
 Exploiting strength of the company.