The customer acquisition process is a long journey. As any salesperson knows, there are many phases to this journey, and while the close might get all the glory, the most important part of the process may be all the way at the beginning: prospecting.

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As an entrepreneur, you've likely had to embrace change lately so you not only continue to succeed, but you also find ways to dominate during unprecedented times. One of the best ways to gain a competitive edge is to stay on top of trends so you can create new opportunities and stay ahead of your competitors.

With that in mind, here are five trends all small business owners should embrace in 2020 and beyond.

1. Employee health and wellness must become a priority.
2. AI will continue to change the business world.
3. Mobile marketing will be used more creatively.
4. Younger consumers will declare World War Z.
5. It is time to go cashless.

When it comes to turning business challenges into opportunities, small business owners are quick, nimble, and creative. With state governments around the country shuttering all non-essential businesses to combat COVID-19 still in full swing, this is truer than ever.

But, unlike years past, where such an unprecedented closure would have put many small businesses out of business permanently, today they’re turning to mobility and connectivity in large numbers to keep their doors open—if only virtually.

It is hard to believe that six weeks ago we were all living life as we previously knew it and making plans for the life we thought was ahead.

It has been an exhausting six weeks. It has been a frustrating and angering six weeks.  It has been a scary and anxiety-inducing six weeks. It has been a life- and business-altering six weeks.

And yet, every day — over and over and over again — I have seen small-business owners around the world step up, persist and display the type of character that I am inspired by.

I saw an amazing quote last week. It reminded that character is not built during crisis, but that character is revealed during crisis. How true is that? I look around and I see people who have been revealed as power hungry and self-centered, but I have also seen people who are kind, generous and committed to the greater good. And so many small business owners fit into that category.

Make communication a priority
In response to the restrictions temporarily in place, companies large and small have made changes to the way they do business. Restaurants are offering curbside pickup. Many retailers have closed their brick-and-mortar stores but are ramping up e-commerce with free delivery and 24-hour customer support. Grocery stores have introduced new cleaning protocols and special senior shopping hours.

No matter your industry, be proactive in sharing this information with customers and keeping them updated. In this digital-first era, all types of businesses are much better equipped to reach customers, both existing and prospective. By using multiple platforms — posting on social media, sending mobile messages, and updating your website and directory listings such as Google My Business — your business has the ability to connect with customers quickly and easily.  

Be transparent
We are living through a period of uncertainty in which nearly every American is affected by this pandemic in some way. It’s important to acknowledge that publicly. Practicing sensitivity and transparency in light of our current economic climate is not only appropriate — it’s necessary. Soften the tone in your messaging and infuse empathy in recognition of what’s happening all around us.

Customers go through a journey before they commit to a purchase. As a small business owner, it is your duty to engage and interact with them until they do so. And when they do, you continue to nurture them so they become your brand’s advocates.

With content marketing, you can convert random online searchers to website visitors, make them a part of your tribe and drive more sales by consistently providing them with valuable information.

For small businesses, resources can be tight. Especially right now.
Limited budgets can present challenges for how businesses raise awareness, acquire customers, and generate revenue.

In fact, 39% of small business owners agree that a limited budget is a major roadblock in growing their businesses.

However, there are plenty of low-cost, high-yielding marketing hacks that can help you reach your customers.
Get featured in press by responding to journalists and podcasters
Personalize cold outreach campaigns
Correct Existing Mentions of Your Brand
Add videos to your landing page
Repurpose old blog content

Search engine optimization is an effective tool to build awareness and increase sales. If you’re thinking about using search engine optimization (SEO) to grow your business, then the latest offering from Web.com will excite you.
The Company recently announced the launch of an innovative SEO marketing solution, Simple SEO, to help businesses improve their search engine rankings.

It goes without saying that people search online before buying any product or availing any service. According to the search engine giant, Google, 83% of shoppers used online search before visiting a physical store.

So, being found on search results when potential customers type relevant phrases can improve awareness for your business, increasing sales eventually. And implementing the right search engine optimization techniques can boost the visibility for your business on search results.

Social distancing amid COVID-19 has forced millions of businesses to set up remote workstations that rely solely on Web applications and services (SaaS) to conduct business operations.  According to a new survey by the Cyber Readiness Institute (CRI), the virtual workplace has increased cybersecurity concerns for small business owners, as most of them have not implemented remote working policies to address cybersecurity threats.

The survey, which included 412 small business owners, revealed that while most small business owners are concerned about cyberattacks, many  lack the resources to invest in necessary security measures – and  half of them are worried that remote work will lead to more cyberattacks. It revealed that only 40% of small businesses have implemented a cybersecurity policy. Around 40% of businesses stated that economic uncertainty prevents them from making security investments. While 46% have offered training to help their employees stay secure while working remotely.

Nearly 51% of business owners surveyed said they provided employees with technologies to improve cybersecurity for remote work. And 55% of them said they believe federal and state governments should provide funding for cybersecurity products and services.

Verizon Business today released findings from a recent survey, Small Business Response to COVID-19 to better understand the impact small business owners and decision makers feel COVID-19 has had on their businesses. The survey, conducted by Morning Consult, focused on 500 small and medium businesses that are currently open or plan to reopen. One of the survey’s key results is that small businesses have renewed confidence, with 68% believing they can recoup COVID-19 related losses.

Key Survey Findings:

As businesses grapple with the economic impact of COVID-19, these responses highlight the assistance small businesses feel they need, the communities they feel most supported by, and the changes they have made to adjust to the new normal.

1. A Renewed Confidence
The small businesses that have weathered this pandemic to date express an overall optimism and the financial wherewithal to eventually reopen.

68% of small businesses believe they can recoup COVID-19 related losses
46% (nearly half) of small businesses that remain open say their businesses will be able to stay open for more than six months if the pandemic continues in the same way
48% of small businesses say it’s unlikely they will need to resume operations with a smaller staff
While 78% of small businesses indicate declining sales, less than a quarter (24%) say that they have missed or withheld any payments of bills (rent, utilities, etc.).

Social distancing. Telemedicine. Self-quarantine. These are all words that at the start of 2020 weren't part of our vocabulary, but several months into the new decade we are all hearing and using them daily. There is no denying that the coronavirus outbreak has dramatically changed just about every facet of just about every person’s life around the world.

From a business perspective, the stock market saw its largest one day loss and largest one day gain in history. The U.S. saw the largest job-loss report ever. We are in uncharted waters, and how long we will remain in them remains uncertain. However, there is one thing that we all know, and that is that this outbreak will change the lives of everyone for years or decades to come. Nearly 20 years after 9-11, enhanced airport security, no-fly lists and counterterrorism efforts are still the norm. The same will be true of the COVID-19 aftermath. Is your business ready for the five largest macro trends we are about to see?

1. The rise of enhanced websites and digital tools
2. Cybersecurity concerns take center stage
3. An increase in virtual meetings
4. Increased control in expenses
5. Even more remote employees

The current global forecast estimates the average person will watch 100 minutes of online video each day in 2021. In fact, a survey of marketers reveals 88% of them say video marketing provides them with a positive Return on Investments (ROI). Furthermore, 92% of marketers say video is an important part of a marketing strategy. With 75 million Americans watching online videos every day, video marketing offers enticing opportunities for marketers to capitalize on the rise in popularity of online videos.

The good news is you don’t need much to get started. With a good camera or a decent smartphone, you too can make great videos for your business. Your marketing video can be used for your website or social media platforms like YouTube, Facebook, and Instagram; the sky is literally the limit.  A caveat here is making a marketing video requires a bit of a learning curve. First, you will need to have the right amount of knowledge and tools to make a meaningful impact from your video marketing effort.

The opportunities to answer questions for potential publication can come from various sources. Help a Reporter, known as HARO, matches journalists with sources for their stories. Quora allows users to answer any question posed by their community. And professional membership organizations offer business leaders the opportunity to share their insights in industry publications.

The opportunities to add your own insights are out there. But why would you, as a business owner, devote your time to answering these questions? What are the benefits?

Here are five ways that answering questions online can help promote your business.

Connections
Search engine optimization (SEO)
Brand
Website traffic
PR opportunities

The survey shows that consumers have already been going out of their way to support small businesses. 86% of those surveyed say they have continued to support locally owned businesses during quarantine.

The research uncovers how consumers have been supporting local businesses during lockdown. For example, 77% said they have been participating in a virtual experience offered by a local business. 60% of consumers said they have been ordering more takeaways and deliveries from local restaurants.

In the current environment, cybersecurity is essential for businesses of all sizes. Many small or medium-sized businesses find themselves without adequate cybersecurity, either as a result of believing that they don’t need it or simply overlooking it among the many demands that come with running a business.

1. Use protection against ransomware
2. Invest in employee security training
3. Adopt multifactor authentication
4. Use a Security Information and Event Management system
5. Implement effective systems for protecting and monitoring data
6. Have a plan for mobile device security

A small, overlooked federal agency is shouldering a massive relief effort for the nation's small businesses and their workers left reeling by the novel coronavirus. The U.S. Small Business Administration has committed to auditing every sizable emergency loan it approves, yet nearly two months since the $660 billion Paycheck Protection Program was launched, the agency has yet to make public the recipients of taxpayer aid.

1. Apply for a line of credit
2. Have cash on hand
3. Negotiate with your vendors
4. Be as adaptable as possible
5. Invest in safety

You might have missed it amid all the goings-on since then, but in August 2019, a new law was passed that gives small businesses (and individuals/married couples) a new and simplified way to go through bankruptcy without needing to sell off their assets.

In other words, you can keep operating your business while going through and emerging from bankruptcy. And you can do it faster and cheaper than before.

The Small Business Reorganization Act added a new section to Chapter 11 of the U.S. Bankruptcy Code. Subchapter V lets entities with debts below a threshold amount go through a streamlined court process, establishing and approving new repayment plans that creditors are required to accept (creditors get input, too, but this is limited and more streamlined as well). You don't have to sell off your assets as in a Chapter 7 bankruptcy, and you can keep operating without needing to meet the strict Chapter 13 requirements or suffering the prohibitive expense of a standard Chapter 11 process.

Your business might be in dire straits, but weathering this rough patch might mean a return to profitability.

Small businesses are a cornerstone of the American economy, contributing $6 trillion in economic output and employing 85 million Americans. Unfortunately, small businesses are also heavily impacted by the COVID-19 pandemic, with one in five closed either temporarily or permanently. With social distancing restrictions in place, small-business owners more than ever count on technology to reach consumers, market their products, and grow their business. Tech has been a critical lifeline for small businesses and consumers alike during the COVID-19 crisis.

Examining the use of digital platforms as a whole in the United States before the pandemic, the national small business survey finds that the use of digital platforms by small enterprises is ubiquitous:

84% of small enterprises are using at least one major digital platform to provide information to customers;
80% are using at least one major platform to show products and services, as well as to advertise;
79% are using digital tools to communicate with customers and suppliers; and
75% are using tech platforms for sales.

Now, during the pandemic, everything from the way consumers find and purchase products and services to the way small businesses market and ship their wares is enabled by technologies. As a McKinsey study found, the most effective way for small businesses to meet new hygiene and safety expectations is to design effective contactless experiences through adopting new technologies. For example, restaurants and retailers that have turned to digital capabilities and investments in technology fared far better since the pandemic began. In an SBE Council survey, around 76% of small businesses say that cloud services have been critical to the survival and operation of their business during COVID-19.

1. Develop a professional mobile-friendly business website.

Your website must be professional and should provide a rich experience and the feel of your brand to users. Here are a few tips to make your website professional and SEO-friendly:

• Use your business logo and branding on your website.

• Make sure your website is mobile-friendly (more than half of local searches are mobile searches)

• Your website should load in less than three seconds.

• Use a clean, minimal design, and avoid fancy styles.

• Your website must be well structured and easy to use.

Many business owners waste too much money creating a professional small business website. But there is no need to waste too much money on a business website. You can create a professional website for less than $500. So do not waste more money on website design, but invest that extra money in SEO.

2. Identify profitable keywords.

The success of an SEO campaign depends on the targeted keywords. Thats why you need to choose the right and profitable keywords for your small business. All keywords are not equal; some keywords could have high search volume but not profitability, while some could be profitable but have small volumes.

Also, focus on long-tail keywords because they are easy to rank and more profitable than short keywords. The profitability of a keyword depends on the nature of the keyword. For that, you need to understand the intent behind that keyword — why a user is searching that.

For example, when a person searches ice cream on Google, they want to know about ice cream, which means it has informational intent. But when a person searches for best choco-milk ice cream near me, the person wants to eat ice cream. This will be a profitable keyword for you to target.

3. Create a separate page for each product.

I found that many small businesses list all their products on one page like the homepage, but this is not a good practice. If you want to get more profit from your local SEO efforts, then you should create specific pages for each product. That way you can rank higher for each product page for multiple keywords.

For example, if you have a clothing store website, then you need to create separate pages for each product, such as one page for jeans and another for shirts. Also, you can create further subpages, such as jeans> men jeans> blue jeans. This can boost your rankings and revenue and reduce your efforts.

4. Use schema.

Structured data is helping Google better understand webpages. That’s why it can help you rank higher and get the advantage of other SERP features like featured snippets, knowledge graphs, etc. Product schema, local business, FAQ and others are must-use schema types for every business.

The coronavirus pandemic has placed tremendous stress on the American economy. More than 55 million Americans have filed for unemployment, and more than 100,000 small businesses have been permanently shuttered, according to the National Bureau of Economic Research.

Though the news seems dire, these changing times could present an opportunity if you are a hopeful entrepreneur.

Whether you have been planning to start a business for years, you have been laid off and are looking for new opportunities or you are moving your existing business in a new direction, now might be the time to figure out how to start a business.

Unless Congress extends FFCRA past its December 31 deadline or increases the number of weeks past 12, many parents have used up this time anyway. You can not run your business without employees, and employees will find it very difficult to work without schools. And if they extend FFCRA leave, it may help your employees, but your business needs people to run.

There is no easy way to say this: America’s small businesses are dying. Small businesses in some industries – retail, restaurant, travel, hospitality – can now be considered endangered species.

If you want to help them survive – if you want your own small business to survive – the most important thing you can do is simple: Wear a mask.

Wear a mask. It is not a political statement. It’s a way to try to stop the spread of the coronavirus, get this country reopened and save lives and businesses, especially small businesses.

Consider just a few statistics:

• Yelp reported 71,500 businesses that were listed on their site have closed for good since March 1.

• 80% of independent restaurants aren’t sure they’ll survive the COVID-19 pandemic.

Coming up with a business idea and starting a business can seem overwhelming and complicated. There are so many things you have to consider from coming up with an excellent idea to registering a company, all the way to business planning, fundraising and much more.

That is why we have put together this in-depth guide to take you by step by step through how you can start a business.

More info - https://entrepreneurhandbook.co.uk/starting-a-business/

On March 16, Lisa Eskenazi Boyer was working up a sweat with her students one last time at her bustling Queens, New York, fitness studio. Covid-19 lockdown orders were about to take effect, and Simply Fit Astoria — along with all other local gyms — would have to close its doors later that night. She never expected it to be for good.....

One of the most important organizations that has always helped small businesses is SCORE with its 300 chapters and over 10,000 volunteers. They are there to offer help when entrepreneurs want it. Now during the pandemic, their free assistance is needed more than ever.

SCORE has established a special Resilience Hub to let small business owners connect with a mentor and help them navigate to specific COVID resources, discounts, grants, training materials and guides for industries. This site includes how to access a network where people can learn from each other.

Remote work was already on the rise before Covid-19 forced many employees to transition to working from home. Today, as many organizations continue to operate remotely due to the pandemic, how can business leaders address the array of security challenges their companies face?

Network security should be top of mind for businesses of all sizes across a variety of industries. While the list of companies experiencing major security breaches in recent years includes some well-known enterprises, addressing security threats is an especially hefty challenge for small businesses—particularly if those businesses lack the resources to implement strong controls and educate staff.

One of the primary appeals of the contemporary small business, in my opinion, is the family-centric culture that comes from a close-knit team. While in modern America, many may feel swallowed by corporations, the notoriety of the small business proves that people still find value in the intimate workplace.

Every industry across the globe has felt the staggering impacts of Covid-19, but small businesses were put under specific strain. Based on what I've seen, however, they have proved their undeniable resilience.

As a proud member of a small business myself, I have felt the social deprivation of working from home firsthand. Similar to my own experience, members of thousands of other small businesses who have worked alongside each other for lifetimes have had to adjust to maintaining an office culture from the comfort (or discomfort) of their home. While online interactions can never compare to the in-person experience, many small businesses, like my own, found that being apart actually meant working closer together than ever before.

March 11, 2020 is a day destined for the history books: WHO Declares Coronavirus Outbreak a Pandemic. It was that day that, all around the world, leaders began scrambling, ripping through the pages of their crisis playbooks (or quickly creating them), searching for their pandemic play-by-play. Shortly after came the day the markets crashed on March 16, turning the crisis to both a health and economic calamity.

Though etched in our minds with great infamy, it’s days like these that I believe make true leaders. Abraham Lincoln, Franklin Delano Roosevelt and Martin Luther King Jr. wouldn’t be the leaders we remember if it were not for the fiery trials that forged their legacies. This is true not only for politicians and activists, but also for business leaders. As president of The UPS Store, a business deemed essential throughout the pandemic, I’ve seen what works (and what does not) when leading through a crisis, and how leaders can turn even a global pandemic into an opportunity.

Take a step back
The lightning pace and innovation of technology in todays world has trained us to think that speedy decisions are good decisions.

There are three types of CRMs that work with Gmail. Some - like Zoho , Sugar, Insightly and GoldMine - have their own, built-in email clients that can connect to Gmails server to send and receive messages. Others - such as Salesforce - will just quickly integrate with Gmail right out of the box via a plug-in and then synchronize messages back and forth. And then there are a few – like Copper and Streak - that work right inside of Gmail.

Here is something good that has come out of the pandemic. Because people have had fewer buying opportunities, the countrys personal savings rate is the highest it’s been in 30 years. Retail sales have continued to grow and consumer confidence is at a six-month high.

But the biggest impact on the sales of smaller retailers has been online. According to the U.S. Department of Commerce, online sales have increased more than 44% compared with the previous year and, as more shutdowns, quarantines and other disruptions potentially loom, many expect this trend to continue. Small retailers in this area know this, and many have been investing heavily in e-commerce to succeed this holiday season.

Entrepreneurs have seized the opportunity to start new companies in a wide variety of industries during the Covid-19 pandemic. While not all of these ventures will be successful, businesses that help alleviate some of the new challenges created by the pandemic are poised for long-term growth. Here are three industries that hold promising opportunities for entrepreneurs looking to start new businesses.

1. Contactless Tech
2. Telehealth
3. Education Tech

Recovery is slow: In fact, more than half (56%) have experienced a slower recovery than expected after shelter-in-place orders began to expire, with nearly half of small business owners fearing they may need to shutter their business within six months if pandemic restrictions are not lifted or if shelter-in-place orders resume in the near-term.
    
Survival requires adaptability: Yet despite fear of survival, owners are demonstrating resiliency and adaptability, with about a third (30%) creating products/services to meet new needs and half (50%) of those with an online presence increasing their digital footprint to meet the moment. And, they’re looking for help in making those changes – nearly 70 percent of female and 60 percent of male small business owners say they need one-to-one small business advice.

They depend on their community: While small businesses continue to be important facets of communities, many small business owners have noted changes in their customers and worry that people will not be able to afford doing business with them. However, half of small business owners believe that there seems to be a renewed interest in shopping locally in their area.

1. Focus on the positive
2. Hit the reset button
3. Never give up
4. Network

The end of the year is a critical time for businesses especially for small businesses that are looking to make the most out of holiday shopping. 23ABC spoke with two business consultants on how small businesses can adapt to make the most out of this final stretch of 2020.

Starting with investing in your community.
Their second piece of advice is to build an honest and transparent relationship with your customers and business neighbors.
As times have slowed down, they are encouraging business owners to take a good look at who their ideal client is and reshape their marketing for them.
Lastly, being collaborative and creative.

Kudos matter now more than ever. On average, social media endorsements of small businesses generate 23% of revenues, according to data from Amex.

Few things put more smiles on the faces of small-business owners than social media recommendations about their products or services, but now, new research proves that those online shoutouts also put cash in their bank accounts.

On average, social media endorsements of small businesses generate 23% of revenues—or approximately $197 billion—new data from American Express finds.

Google has beta-launched a program for small businesses (SMBs) to help them become better marketers on Google. Called Small Business Advisors (SBA), the program offers 50-minute individualized consulting sessions on a range of products from Google My Business to Ads and Analytics to YouTube.

No enterprises or agencies. Google told me in an email that the program is is open to small businesses in the United States with an active Google account.  Large businesses, marketing and SEO agencies are not eligible to participate. The cost is $39.99 per session. There’s no fee through the end of 2020.

Small business does not appear to be defined, so theoretically companies with up to 100 employees or even 499 employees (the U.S. Small Business Administration definition). As a practical matter, the program will likely be utilized by very small businesses with relatively few employees. Suspended accounts are not eligible to book an appointment and must get reinstated before gaining access to the program.

This week the Wall Street Journal reported that nearly 300 companies that had received loans through the Paycheck Protection Program had filed for bankruptcy. The very next day, the Journal highlighted Americans using the Covid-19 pandemic to take their first steps on the entrepreneurial journey.

Existing small businesses continue to struggle. New entrepreneurs are seeking opportunities. That is what the data appears to be saying about the state of small business and entrepreneurship amidst the third Covid-19 wave.

Small Businesses Suffering, See Rough Road Ahead

In early November, Goldman Sachs surveyed nearly 900 small businesses. They found that four in 10 had laid off employees or cut compensation. If further government relief were not forthcoming, another 38% said they would need to do the same. Half of small business owners had stopped paying themselves.

1. Be clear in your direction.
2. Know who your customer is.
3. Focus on the channels that matter.
4. Only talk about what matters.
5. Remember what makes you special.
6. Find your niche.
7. Learn something new.
8. Plan well to save time.
9. Engage with your customers more.

Have you heard that 90 percent of new businesses fail? Or that 50 percent of new businesses fail? Stick around in the entrepreneurial community long enough and you’ll likely hear a wide spectrum of claims, mostly falling between these two extremes.

But what is the true failure rate of small businesses? And should it influence your decisions as an entrepreneur?

What we know about the failure rate of small businesses

According to data from the Bureau of Labor Statistics, as reported by Fundera, approximately 20 percent of small businesses fail within the first year. By the end of the second year, 30 percent of businesses will have failed. By the end of the fifth year, about half will have failed. And by the end of the decade, only 30 percent of businesses will remain — a 70 percent failure rate.

1. Have an adaptable business model
2. Diversify supply chain operations
3. Create an omnichannel customer experience

1. Organize your business documents
2. Have a scalable technology plan ready
3. Plan to spend money to earn money
4. Prepare to outsource tasks
5. Create a blueprint for business continuity
6. Develop a strategy for balancing work and life
7. Build your team

Arguably the most critical aspect of digital transformation, digital payments ensure that small merchants or kiranas can continue to accept or send money and preserve cash flow in an increasingly contactless world.

For small businesses,traditional marketing can be expensive and difficult to maintain. Inbound marketing can level the playing field and give even the smallest business a chance to stand out and grow.

Why use inbound marketing?

1. It is cost effective
2. It helps build customers trust.
3. It increases brand awareness and boosts your online presence.
4. It can improve your marketing decision making
5. You can craft customer-focused content.
6. Inbound marketing provides two-way communication.
7. It helps bring in organic traffic to your website

The Covid-19 pandemic caused an unprecedented financial ripple effect in nearly every industry but hit the small businesses that define America the hardest. Throughout the first six months of the pandemic, more than 60 million Americans filed for unemployment insurance. That’s 23 million more than the 37 million who filed claims during the 18-month Great Recession.

By now, many small-business owners who made the difficult decision to shrink or temporarily pause are rebuilding. As they have already learned, though, rebuilding your business is not as easy as flipping a switch and watching your business rebound to its pre-Covid-19 state. As a small-business owner, your plan to rebuild should focus on rehiring employees who can fulfill your immediate needs while simultaneously paving the groundwork for growth in the new norm.

Finding and keeping the best talent has never been easy. It became the top concern for HR professionals this past year, with more than two-thirds reporting struggles with their recruitment and retention efforts. While the reasons for those struggles run the gamut, they often relate to attracting qualified candidates (49%), retaining star employees (49%) and issues with the talent-culture fit (42%).

For small and midsize businesses (SMBs), any difficulties with finding talented hires end up wasting precious resources. Worse yet, the cost of a bad hire is equal to 30% of the hires first-year salary – without factoring in the potential losses in revenue and time associated with onboarding the wrong person for a job.

Pivoting has become one of those hot topics in mainstream business media. When an economic crisis arises, countless think pieces are written about how to pivot your business to respond to the external environment. But pivoting is a huge gamble, requiring deep resources and the ability to fail with minimal consequences (hence why the term is often associated with venture-backed startups). And, one must ask oneself if there’s even a solid reason to pivot.

As a small business owner, while you might feel pressure to look anywhere and everywhere to increase your top line, resist the urge to pivot. Instead, focus on your mission.  

Define your mission
In the college admissions space, disruption is something we are used to. While high-profile recruiting scandals and a renewed focus on racial inequities have dominated headlines recently, a larger cultural shift was quietly occurring.

A business owner who spent nearly $46 million over the years on Facebook ads said he got booted from the platform without warning.

Jordan Nabigon, the CEO of the Ottawa, Ontario, content-curation site Shared, said Facebook deleted his companys main Facebook page without warning in October, and without providing an explanation. He shared a Medium post detailing his experience, which has received more than 400 claps from readers.

Nabigon spent $45,870,181 on Facebook advertising between 2006 and 2020 for Shared and his other company Freebies, according to expense reports reviewed by Business Insider. Shared employees three people full-time and 12 contract writers, Nabigon said.

Facebook increased its use of artificial intelligence to oversee advertising and other content during the COVID-19 pandemic, and Nabigon is among hundreds of business owners who said they suffered from Facebook's crackdown on ad policies.

The accelerated churn rate of the S&P 500 indicates that at least half of todays top U.S. companies will get replaced by someone new over the next decade. That is a mind-boggling market value of $13.5 trillion up for grabs. And the craziest part is who replaces the old market leaders: It is often companies that, just a few years before, were considered scrappy little startups.

To unseat a champion, a smaller company has to play by a completely different set of rules.

1. Change the basis of competition.
2. Exploit taboos.
3. Optimize for power.
4. Dramatic simplification.

The United States has seen an increase in new businesses formed this year. According to the United State Census Bureau, in week 50, there were over 86,000 new business applications nationwide — representing a 38% increase over filings during the same week in 2019. The challenges small businesses have experienced in 2020 have led to some core lessons that those in the business community need to apply — whether they own an established small business or a newly formed one.