What to do when your business has a slow season
Many businesses experience quieter periods throughout the year. While a drop in customers or sales can be stressful, a slow season can also be an opportunity to tackle projects, review your business, and prepare for the next busy period.
Here are 7 ways to make the most of a slow season in your small business.
1. Keep a to-do list during your busy season
When business is booming, it's easy to put off tasks that aren't urgent. You might notice that your website needs updating, your storage room needs organising, or your bookkeeping needs attention, but there's simply no time to deal with it.
Keep a running list of these jobs during your busy season. When things quieten down, you'll have a ready-made list of tasks to work through, rather than spending valuable time figuring out what needs doing.
2. Review your marketing plan
A slow season is a good time to take a closer look at your marketing. Are your current efforts bringing in customers? Are you reaching the right audience? Are there opportunities to promote your business in new ways?
This is a good time to run an AI audit on your website. You can also check your visitor and engagement numbers on your website, your followers on socials, your open and click-through-rates on your newsletter, and take a look at any other marketing efforts.
You could also plan campaigns for your next busy period, prepare social media content in advance, or explore partnerships with other local businesses.
3. Seek business coaching
When you're caught up in the day-to-day running of your business, it can be difficult to step back and see the bigger picture. A slow season gives you the time to reflect on what's working, identify challenges, and consider where you want your business to go next.
A business coach or advisor can offer an outside perspective, help you work through problems, and identify opportunities you may have overlooked.
And you don’t even have to spend money to do it - Community Futures Howe Sound offers free business advice to local entrepreneurs in the Sea to Sky. Take advantage of the quieter months to get guidance, ask questions, and work on your business.
4. Seek feedback
One way to use your down-time is to reach out to customers and ask for their feedback. Not only can this help to remind them you’re there, but also to see if there are any areas for improvement you’re missing.
Positive feedback can be used for content and promotions, whereas negative (AKA constructive feedback) can be used to improve systems, training, and processes for when you get busy again.
5. Invest in your skills and business knowledge
Running a business involves constantly learning, but finding time for professional development can be difficult when you're busy.
A slow season gives you the chance to build your skills and explore new ideas. You could take an online course, attend a workshop, learn more about digital marketing, or improve your understanding of financial management.
Take a look at the webinars and workshops available through My Community Futures. These resources are free for most business owners (you don’t even need to be a Community Futures client to sign up). Simply register for an account and start learning.
6. Plan ahead for your next busy season
One of the most productive things you can do during a slow season is prepare for the next rush.
Review what worked well during your last busy period and what didn't. Did you have enough stock? Were there staffing shortages? Did you struggle to keep up with customer enquiries or fulfil orders on time?
Use these insights to plan improvements. You might need to order supplies earlier, bring in seasonal staff, adjust your opening hours, or put systems in place to handle increased demand.
You can also use this time to set goals for the coming months, establish a realistic budget, and decide which opportunities deserve your attention.
7. Take a break
Small business owners are, by and large, worn out. Because why work an eight-hour day when you can own your own business and work a 24-hour day?
Cut yourself some slack and use your business downtime to take some downtime of your own. Whether you head overseas, travel to visit family, do some short road trips around BC, or simply relax at home with the work equipment nowhere in sight, any of it can help you rest and recharge.
When the busy time comes roaring back, you’ll have more energy to meet it head on.
Need more help figuring out business challenges?
Community Futures Howe Sound offers free business advice to local entrepreneurs across Squamish, Whistler, and Pemberton. We can help with anything from spending your time wisely during quiet seasons, to figuring out your next steps for business growth.
Learn more about our Sea to Sky free business coaching services here.
