The Determined Desperates

The Determined Desperates

Businesses are trying to pivot, regain lost revenue, and make use of deserted facilities in these trying times; and who can blame them for trying? Businesses are focusing more on their key features and selling points, trying to appeal to the home-bound audience, those yearning for a change in scenery. 

‘Unessential’ business GSC Cinemas are elevating an experience that most people are doing at home during quarantine; that is “playing games”. They’ve allowed people to rent out their screens for game play for a hefty price for just a few hours. But will people actually be interested if they can play their games at home for free? There is an allure to the offer!

Singapore Airlines dropped the idea of “Flights to Nowhere” and are using their parked planes as a dining experience, the cost of which you may pay around 500 USD for, the same cost of buying 230 noodle soup bowls from JoJo Kitchen in SS15. Surprisingly, the first two seating dates were fully booked and sold-out within half an hour. More are planned.

A dock-bound carnival cruise ship wants to convert its empty spaces to turn it into a floating office for tech workers as the industry shifts to remote work. From an article it says, “designed as an entrepreneurial incubator for crypto enthusiasts, digital nomads, YouTube influencers, startups, and other like-minded folks. Guests will have access to yoga and fitness classes, meditation services, a swimming pool, a running track, and more. There's also a 5,000-square-foot theatre for workshops, conventions, movies, and live performances.”, it still sounds like a cruise holiday to me. The idea sounds great, but is it a good idea to have many people on a vehicle that is proven to be a petri dish for the spread of the virus that caused the cruise to fold? 

Some businesses are thriving despite the pandemic without changing their business models or plans, what makes them special? 

The fortunate…

Amazon’s sales increased more than 40% than last year, which doubled its profit to 5.2 billion USD. E-commerce stores like Amazon are surviving because of the increase of people not being able to go to physical stores which makes them rely on online ones. 

Not every business will be able to adapt so easily or find ways to utilise their properties and resources in a way that these businesses above have. 

The unfortunate…

24 Hour Fitness, a gym franchise, filed for bankruptcy in June and announced that it will permanently close more than 100 of its roughly 400 gyms, citing the “disproportionate impact” of the coronavirus pandemic on the fitness industry. Their demise was most likely due to people not being able to leave their houses, gyms are also usually packed with people, definitely not no-virus friendly. 

Would things have turned out differently for these businesses if they were more vigilant or had a crisis management plan?

What do you think ‘unessential’ businesses can do to pivot?