The COVID-19 pandemic has changed the business world as we know it. As we advance into 2021, many businesses are looking to hit the reset button and return to the old ways of business. However, they may have to continue to weather the storm until it is safe to do so. This may prove difficult for many businesses.

2. 2
Tab e f C e
In d c i n 3
Ma ke ing and B ine Le n Lea ned 5
The Ri e f E-C mme ce 8
The F e f Ma ke ing 10
B ine T e 13
Re a an 13
Single Pe n B ine 15
L cal B ine 16
150bi d and Y Ma ke ing Need 18
O he Re ce 20

3. 3
H a b i e e a e
ad i g i e a egie i
he a e f COVID
I d c
The COVID-19 andemic ha changed he b ine ld a e kn i . A e ad ance
in 2021, man b ine e a e l king hi he e e b n and e n he ld a f
b ine . H e e , he ma ha e c n in e ea he he m n il i i afe d . Thi
ma e di c l f man b ine e .
La A il, he Ne Y k Time e ed 92% f mall b ine e fel a nega i e im ac
d e he andemic. Ten m n h la e , man b ine e ill ha e n ec e ed. Acc ding a
e f m The Bl e in , 94% f mall b ine e ha e e ed a nega i e im ac n
b ine e ince he a f he andemic. Of ha 94%, 48% e ed ha hei nega i e
im ac a e e e . Man f he b ine e ha e ed a i i e im ac d ing he
andemic a e b ine e in he IT ec . The ma ha e e ed a i i e im ac beca e f
he ma hif ele k and i al ch l d ing he andemic.
Of h e b ine e hi he ha de , man ha e been in he e a an , he e ail ec ,
and he a el ind . Man f he e b ine e e e f ced e ec e e manen la ,
e l ing in 1 in 49 em l ee being le g . La e e n he nl change he e b ine e
c n ide ed, a 59% i -m n h l k. Re ea ch f m McKin e & C . al h ed g im
nding , a 75% f b ine e e e e imi ic ab hei f e.
Wi h n end he andemic in igh , man b ine e a e f ced c n in e ein en
hem el e i h inn a i e b ine m del and a egie ha ill ad ance hei b ine

4. 4
h gh 2021. While change i di c l , he
b ine e ha ada a e he ne ha
eem be a ing a a d ing he
andemic.
E en h gh man b ine e a e
making change , man c n me ma
n kn ab hem. The ef e, change
in ma ke ing a eg h ld be made
ha c me kn ha b ine i d ing ada in de mee hei need in he
andemic ld. I i ec mmended b he Small B ine Admini a i n ha b ine e
making le han $5 milli n a ea in e en e all ca e be een 7-8% f hei e en e
ma ke ing. H e e , i h e en e d n f mall b ine e ac he Uni ed S a e , man d
n ha e ha m ch ca i al in hei ma ke ing. Thi can lead ine ec i e ma ke ing
a egie . H e e , ma ke ing e ice , like 150bi d , can hel a mall b ine mee hei
ma ke ing need and m e hei andemic ela ed change a a f ac i n f he
ec mmended c .
Bel , e ill l k a i al le n lea ned f b ine e , ca e die ha ide
e am le f a di e en e f b ine e can ada , and h Ec mme ce ha bec me a
d i ing b ine f ce. The f e f ma ke ing and h a ma ke ing e ice, like 150bi d , ill
ake he headache f b ine b managing ma ke ing.

5. 5
Marketing and B siness Lessons Learned
Like man a ec f b ine , he a
ma ke ing i c nd c ed ha changed f e e . In
2020 he COVID-19 andemic a gh b ine e
man le n and a egie ab h
ma ke in he e ime . Man cce f l
b ine e , big and mall, lea ned a g ea deal
ab ha ma ke ing ked d ing he e da k
ime and h hif hei ma ke ing and
b ine a egie mee c me need and
al e . The f ll ing e ma ke ing le n
c me ia C me Think and Cla ide ad ice ha all b ine e h ld c n in e
f ll .
1. P Pe le Fi - Th e in b ine ha e had ada hei li e in d ama ic a
e he andemic and n ha e lea n h ada in he - andemic ld.
Remembe hem and ell hei ie . Sh em l ee in ad e i emen and
h mani e hem. Thi ill ide a a c nnec i h a dience, h ha e al
faced ha d hi e he a ea . U e eal e le and eal ie . D n ha e
CEO, a l cal celeb i , e c. in ad e i ing, in ead
h h e in he c mm ni h a e an i i ning
f m he andemic he - andemic ld.
2. C mm nica i n i Ke - P e c mm nica i n i
e en ial a b ine . The b ine m make e
e e ne in e nall i n he ame age and
c n i en l e ie and da e a egic lan hen
a licable.

6. 6
H e e , hi need f c mm nica i n a lie ma ke ing a ell. Nea l 2/3 d f e le a
i i enc aging hea f m b ine e ab h he c n in e ada . C mm nica i n i
a - a ee . Li en ha c me
a e a ing and ha hei an ie ie a e. B d ing
hi , ill make c me feel hea d
and m e elc med a e abli hmen .
3. U e Da a and echn l g Inf m Y
Ch ice - Da a i an im an a f he
anal ical ld e li e in. Wi h c n an
e and cial media anal ic , i i
ea ie han e e bef e make
da a-d i en ch ice f b ine .
F c ing n hi da a ill hel g e he e f c n en and me aging
c me ba e an ee d ing hi ime. Thi ill all a b ine end hei
eci ma ke ing e ce m e i el and in a a ha engage hei c me
ba e.
B ine e h ld al e echn l g hel makech ice and
engage he a dience. An b ine , ega dle f i e, can end a
c me main enance G gle S e e cial media ha e li e
e en . Finding he c ec , inn a i e, and f ee e echn l g ill
all b ine e d m e e ec i e ma ke ing a a l e c .
Chea e me h d f ma ke ing c ld all he b ine engage in
m e ma ke ing ac ic i h a malle b dge .
4. F c On Wha Y Kn - F eelance and ingle- e n
b ine e h ld n be m e han ha he a e. If ha e an
a ea f e e i e, ick i h i , and m e h e e i e can make he li e f
h e a nd be e . Adding al e a c me life i m e im an n han
e e bef e.

7. 7
F c ing n ha kn g e hand in hand i h being a hen ic in ma ke ing. If
ga c a ha e ice b ine ide , n chee ad , d n back
claim f ca ing, c me ill kn . In man ca e , being ina hen ic mean ma
l e c me d ing hi ime. Alm 9/10 c me ill n a b ine if he feel
he me age f he b ine d e n e ec he al e f he b ine . A hen ici ma e .
5. I Oka T Change Di ec i n and
S a eg - Beca e f he changing
na e f he andemic, b ine e ma
ha e ickl adj hei ma ke ing
a eg in de mee he need f i
c me . KFC i he m kn n
e am le f h a b ine a f ced
hif hei ma ke ing a eg . Bef e he
andemic, KFC an n he a eg ha
hei f d a nge -lickin' g d . P blic
backla h cc ed hen KFC c n in ed
hi heme d ing he ea l da f he
andemic. The c m an if l
e nded b li ening he c and
if l changing hei ma ke ing a eg . Thei ne l gan i I G d . Wha i KFC
ne l gan?
Like KFC, all b ine e m kn hen change a eg . Man b ine e ed he
andemic e ma ke ing a egie ee ha ne me h d and a he can e
kee hei b ine g ing. N all a egie and cam aign ill k. I i im an e
ne me h d and be ead change. Changing di ec i n hen a eg i n
king i al a challenging, b i can a in he l ng n.

8. 8
The Rise of E-Commerce
One hif ha cc ed d ing he andemic i he hif f m in- e,
e ail h ing he i e f E-C mme ce. Man E-C mme ce
b ine e did g ea b ine d ing he andemic, e en h gh
e all c n me ending fell. Thi i beca e man c n me fel
afe b ing i em nline d ing hi andemic a he had
heal h- ela ed c nce n e g ing in a h ical l ca i n. Man
b ine e ha e made change hif hei e a i n an
E-C mme ce f iendl en i nmen and main ain hei c me ba e.
A e b UNCTAD h ha m ca eg ie f nline ale ha e
i en i en e cen i hin he a ea . Man e nden aid
ha he lan c n in e hei nline cha ing habi in he f e. Thi mean b ine e
ha d n ha e a ng E-C mme ce in e face ma need e abli h ne. H e e ,
E-C mme ce a n j a COVID i al a eg f b ine e . In e n CEO, Y mi Ka ,
claimed c m anie ha e-c mme ce a he hea f hei b ine a egie a e e a ed
f he -COVID-19 e a . The e change a e he e a and ma a ec e le di e en l .
Each gene a i n i e nding he E-C mme ce b m in di e en a . I i im an
kn and nde and he e di e ence ma ke a a ge a dience e ec i el . Gen Z and
Millennial g e in a ld he e E-C mme ce began. F he m a , he a e
c mf able i h h ing nline and he d i eg la l . H e e , COVID-19 ha changed hei
E-c mme ce habi . Da a h ha he e c e ed dem g a hic a e ending le n
d c and e e ience han bef e and a e n nl h ing nline f e en ial g d .
Nea l half f he e gene a i n a ha he c en c ndi i n and ec n mic e ec f he
andemic a e dic a ing hei nline cha ing habi . Fig ing ne a a ge
ec n micall ied c n me ill be needed in m de n ma ke ing cam aign .
Unlike nge gene a i n , Bab B me and Gen X did n le he andemic dic a e hei
nline h ing habi he ame deg ee. Onl be een a a e and a hi d f he e

9. 9
gene a i n le he andemic im ac hei h ing habi . Man ha e c n in ed h ing
nline nl f heal h and afe i em .
Addi i nall , b ine e h ld kn h i m e likel h nline. 33% f men a
ha he andemic ha im ac ed h he h and h m ch he ill end. B c n a , nl
a a e f men feel he andemic ha im ac ed h m ch he ill end. Men a e al
m e likel han men f g in- e n h ing e e ience and h nline e
c b ide ick i n .
The andemic ela ed hif E-C mme ce ha been fel ac he gl be. Acc ding
Digi al C mme ce 360, Me ic e e ienced a 54% ike in nline ale in 2020. Walma i led
i nline US ale in Me ic and H me De inc ea ed 70% in ne eb ale f m - ime
c me . R ia e anded i nline ale ca abili ie acc n f a 45% j m in nline
cha ing la ea hank im ed nline g ce ale and fa - acking deli e ie . B a il
al e e ienced a 66% inc ea e in nline ale . C m anie in B a il ed echn l g like
Wha a engage i h c me and ell hem ab m i n , inc ea ing c me
ale .
Wi h E-c mme ce ha ing a maj im ac a nd he gl be, man ind ie ha e
a ed f ll emb acing i . Nea l all g ce e ha e a a cha e g d nline. The
al e deli e i n and e nal h e a e c n me ime and kee hem afe.
Man e ail e a e al e ing c b ide ick f i em de ed nline. Thi all ed
c n me ge he d c he need hile feeling afe a he ame ime.
S b c i i n-ba ed e ice ha e al been a ne a c nnec i h c n me .
Acc ding Z a, 71% f ad l ha e b gh me f m f b c i i n e ice. In addi i n,
74% belie e b c i i n m del a e he e a and ill be he a e b g d in he f e.
In 2020, b c i i n e ice e en e g e e ime fa e han e ail e en e. The a e al
g ing in e e a ea f b ine and ill need be ma ke ed hen ne ne a e la nched
ha illing c n me can b c ibe.
All in all, COVID-19 ha i ched he a b ine i c nd c ed gene a i nall and
a nd he gl be. E-C mme ce ha i en and he change ha enhance E-c mme ce ale a e
he e a .

10. 10
T e F e f Ma e g
The f e f ma ke ing i cc ing da . The COVID-19 andemic i hif ing he
ma ke in ne di ec i n and i ca i ali ing f end ha gained la i e- andemic.
The e hif a e de igned make he f e f ma ke ing chea e f he gani a i n and
ca i ali e n he gl bal c nnec i i f he in e ne and cial media.
The change in he f e lie in he i f m ma ke ing agencie and in-h e
ma ke ing he e f f eelance . E en h gh ma ke ing i e en ial all b ine e , ha ing
an in h e c n l an can b eak he b dge f man mall b ine e . Ma ke ing agencie can
al e be e en i e. T c m en a e, man mallb ine e a e ning f eelance
mee hei ma ke ing need . H e e , hile f eelance a e a chea e i n, he ali f
f eelance k can a ildl . When hi ing f eelance d ma ke ing k, al a need
make e he a e e l e ed and de endable. A ma ke ing e ice like 150bi d make
hi a ea , iding a ne k f e ed f eelance mee b ine need . Thi a ,
d n ha e ac i ce n e l ma ke c m an a an a dable ice.
The b ing habi f c n me a e changing i h he i e f Gen Z. Gen Z b ing habi a e
di e en han e i gene a i n and need be c n ide ed ca ef ll a he begin
e ake he ma ke . E en h gh Gen Z i ill ha ing in hei f m a c n me , ma ke e
ha e a ed lea n ab hei
habi and h ela e i h hem.
A a h le, Gen Z change a e
ickl and c n me ne c n en
all he ime. Thi mean ha if a
c m an an ad e i e ba ed
n a end, he need achie e hei
ad e i ing ickl i k falling
behind. Gen Z al ca e ab m e
cial i e m e han an he

11. 11
gene a i n and he an c m anie he e ca e a ell. Wi h hi c n ide ed,
Gen Z an a deg ee f a hen ici in he ma ke ing ha he c n me. The can ell hen a
c m an i j ca i ali ing n a ca e in ead f ing i . Chee and ina hen ic
ad e i emen ill n k ca e he a en i n f hi gene a i n. Wi h hi aid, nline
ad e i emen a e im an , a ell a ha ing an ab di en e f h m , hich Gen Z
enj .
Digi al ad e i ing ha bec me e en ial in da ma ke ing ld, e eciall i h
man c n me c n ned a c m e c een all da . Digi al ma ke ing ide man
bene mall b ine e ha a e l king f m e ef l a ma ke .
The main a eal f digi al ma ke ing f mall b ine e i he c . U all , digi al
ma ke ing end being m e c -e ec i e han he f m f ma ke ing, meaning ha he e
i a en ial ha e a h ge ROI- e eciall n ha m e e le a e ck a h me Thi l e
c can al an la e in highe each. In ead f a ing f ad e i emen ha a e
a ea- eci c, like billb a d e en i e TV ad , a b ine can e digi al ad e i ing each
m e f hei a dience a a f ac i n f he c . Y can al ee and mea e he e l f
ad e i ing kn if he a e e ec i e in ead f j g e ing.
While digi al ad e i emen c me i h man bene , i all hinge n if he c n en
being d ced in he ad i mem able. S b a c n en ill n ge b ine an a en i n.
The c n en h ld ela e he b ine in me a , b al be e nali ed he a ge
a dience ha i i e l in eg a ed in he e all a eg . Thi can be challenging ince
ha a b ine ne hink i ca ch and f n ma n be he igh ch ice f an
ad e i emen . Ca ef l e ea ch in a dience i e i ed and i migh be e ec i e ha e
an ide c n l an hel e l de el ma ke ing need .
In addi i n digi al ad e i ing, ing cial media i im an . Y nge gene a i n
ha e ed cial media f m f hei li e , making in ence ma ke ing a m e e ec i e a
each he e dem g a hic . I i al m e c -e ec i e, i h da a h ing ha he a e age
c f an in ence a nl $273 a . C m anie e ed b Mediaki ha e i i e
hing a ab in ence ma ke ing, 89% a i i c m a able be e han he a ailable

12. 12
ma ke ing i n . In addi i n, he claimed ha e an a e age f 11 ROI and each he
dem g a hic ha he a e l king f .
While i i im an kee i h he e la e de el men , he m im an e
ma ke ing i he e ea ch. D ing e ea ch n a dience and n c m e i ha
been an e en ial a f ma ke ing ince i ince i n and ha e bec me e en m e im an
in he anal ic ld. I h ld c me a n i e ha e ea ch ha nl inc ea ed in
im ance e ime. In da ma ke , h ld make n deci i n i h b ilding a
lid f nda i n f ea n ba ed f h gh e ea ch. The ng m e in c en
clima e ill n j e l in n c n e i n b and, i c ld e l in e le lea ing
b and. Thi i n me hing ha ill be a blem f b and h gh if d
h me k. Finding and ing he c ec da a f a dience ill hel e f l ng
e m cce .

13. 13
B siness T pes
Th ee maj e f b ine e ha e faced he m im ac f m he COVID-19 andemic:
e a an , ingle e n b ine e , and l cal b ine e . T e l ea he he andemic,
man ha e had i ch ha e f e ice he e change hei b ine m del
c m le el . B ine e ha ha e been able i e ha e f en made ick i kee
ale c ming. H e e , he e i e i ed me le el f ma ke ing ha he c me ba e
f he b ine e e e inf med ab he change and h fel afe being a a n f he e
b ine e .
Re a a
Re a an e ell ma be he b ine e m im ac ed b he COVID-19
andemic. Man a e ha e e ic i n n e a an , ch a a ed c i n in ca aci and
fea ed i ing a em a h d n.
While change i di c l , man e a an ha e f nd a ada he ime ,
b inging in b ine . Man e a an hif ed a d c n ac le ick me h d and
e anded c b ide deli e i n f he afe f hei c me . Whe e a licable,
e a an ha e hif ed dine-in i n d ea ing a ea . S me ha e e en
c e ed en in hei a king l acc mm da e c me h an ea .

14. 14
Wi h e le h ha e a ed h me he e ha been an inc ea e in nline de . T e l
ada , e a an m da e hei eb i e ha e ea il acce ible men and a
de . The e eb i e need be m bile-f iendl , a man e le ill de f d f m hei
h ne able . Re a an h ld al ha e a e ence n e ice like Ube Ea and
D Da h. S me e a an ma al an c n ide ing a Cl d Ki chen m del f
b ine . Cl d Ki chen all ed e a an i e he andemic i h a be e , eamlined
b ine m del f he andemic. The c a f ac i n f ha i c n a e a an and, if
ma ke ed c ec l , can end being m e able.
An e am le f a e a an ha ha cce f ll made a change d ing he andemic i
B lla d. Kn n a a ne-dining , B lla d a n able e e he f d he an ed in hei
e a an ia ake me h d . T nd a ne a f b ine , he ne f B lla d
eekl men n a e ice called T ck. The e men a e di e en han he ne all e ed
in he e a an , c n i ing f m e ake f iendl i n . The malle men al hel
kee c d n.

15. 15
S g e Pe B e
Like e a an , ingle e n b ine e , like a d c , c n ac , la e , had
ble a ac ing b ine . Finance a e igh f man e le and he ma n be in e e ed
in ili ing me f he e e ice , e eciall if he feel i i n afe d . Man e le did n
an g in a b ilding, i i im an nd ne me h d a ac b ine .
The a hi m del f b ine can a ac c n me i b ha ing a COVID-19 afe
ma ke ing lan. I i im an highligh he eca i n aken kee c me afe. Ha ing
afe, clean a ea d b ine i ne hing, b man e ice ide ha e c me i h
ni e a egie kee c me c ming in.
One e am le f hi i h ing c me ne a ge he ame e ice. Man
d c a e ing eleheal h inn a i n ee and ea a ien . La e a e al mee ing
i h clien ia nline ide cha e ice . E en eal e a e b ke and chef ha e f nd ne
a change hei b ine a eg .
Ale Bele i a chef in Tenne ee h a nega i el im ac ed b COVID-19. Kn ing i
ld be ick c k f c me adi i nall , Ale i ed i al c king cla e . He

16. 16
n eache h c k n Faceb k Li e and ha e d na i n link ha h e h
a ch hi cla e can gi e back f ha he lea ned.
Man eal e a e agen ha e a ed d ing i al h e f ec i e b e .
The each he b e n a ide cha a and ake hem n a f he h e f ale. The
agen ge gi e he ame he n mall ld and he b e ge ee he h e in a
COVID f iendl a .
L ca B e
Man l cal b ine e , ch a e ail h and g m , ha e al e ed d ing he COVID-19
andemic and ha e needed make change in he a he d b ine . The e l cal
b ine e im lemen ed c b ide ick i n and e nal in- e h e i h fea e
de nline. H e e , me l cal b ine e ha e aken f he e hel inc ea e ale
and c nnec i h he c mm ni .
O f all he b ine e in hi ca eg , g m and ga di ma ha e been hi he
ha de . S me f he e b ine e came i h n el a hel hei clien a and
ac i e hile ck a h me. The e g m ha e a ed eaching cla e nline and ha e c ea ed

17. 17
c m a -h me k egimen f hei clien e. A ime e am le i 21 Y ga S di ,
hich li e- eam cla e ice a da .
O he e , ch a Bike Unlimi ed ha e b gh inn a i n he bike ale / en al
m del. The ne ha e d ne hei a make c me a a e f he cleaning and afe
eca i n ha he a e aking n hei bike en al . In addi i n, bike nlimi ed ha al a ed
en and ell bike e ide call ha allc n me can ill ha e ciall di an f n
In addi i n, me b ine e ha e en i el hif ed hei line f k. Fa hi n and life le
b and Ugm nk kne ha he andemic ld f ce hem change hei b ine m del.
In ead f kee ing hei f c n le-ba ed cl hing d c , he hif ed a line f a -h me
e en ial and ld hei c me ab hi change. Thei change a ecei ed ell and
Ugm nk c me ba e ed hem.
The ke an f he e b ine e hif ing i kee in c n ac i h hei c me .
Find a a ge hem n an email li n cial media and kee hem da e i h ha
he b ine i d ing hel hei c mm ni d ing hi andemic. D ing ill n nl hel
ma ke an change , b al b ild c n me in c m an .

18. 18
150birds and Yo r Marketing Needs
150bi d can ide he e fec ma ke ing l i n e e -changing b ine need . O
150bi d eam i an e en i n f in e nal eam. O membe c llab a e ing ched led
mee ing hile ili ing la f m c llab a i n f a e. We ide e ice ch a
c n en managemen , a eg a di , b anding, cial media, and a a ie f he ma ke ing
e ice ill need make b ine a cce .
150bi d f ll a im le ce make e ma ke ing lan acc n f
b ine need . When ign f a f ee dem , c n l an ill k i h g e
ha i be f c m an .
O eam ill c af a c m ma ke ing lan f can cha e ne f
andal ne e ice ackage . U e la f m ack jec g e , c llab a e i h
eam, make ne jec e e , ecei e nlimi ed a egic g idance, and e l e ne
a g b ine .
A n a ge a ed, ill mee acc n manage . The ill k i h
nde and need and make e g al a e being an la ed in ma ke ing

19. 19
lan. D ing he nb a ding, ill k ge he de ne he ideal a eg and ma ke ing
lan f b ine .
Af e e nali e ma ke ing lan, e ec i he a ia e eciali c ea e
imal eam. A mee and g ee i hen e i h eam, and ge kick hing .
Y can ie each eam membe ' le and ee ha he ill be king n. O all in ne
em ill all he an a enc kee da e i h ha eam i d ing, i h
he ha le f ing m l i le channel . Wi h he 150bi d la f m can cha i h eam a
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