Put your business plan into action by following these expert tips.
By Fitrah Amin
With the worsening economic climate caused by the pandemic, many are turning to home-based businesses (HBB) for extra income. According to the Housing and Development Board (HDB), there were 14,577 registered users for the Home Office Scheme as of March 2020.
F&B businesses make up a big sum of this number, and with the competition growing, HBBs are bearing the brunt of it all.
“There are so many new, great businesses out there and we are all trying to get our own rice bowls [to make a living],” said Nurin Natisha, 18, co-owner of Mangkok Kami.
Mangkok Kami is a HBB that began operations in 2017 selling Japanese beef bowls. Since then, they have garnered over 11,000 followers on Instagram and estimate an average of 200 orders per month. These impressive figures did not come easy, however.
From social media to events, here are some pointers on how to grow your HBB.
1. MAKING THE MOST OF SOCIAL MEDIA:
“Social media platforms such [as] Instagram and Facebook as digital solutions are required [in] this current climate. It [doesn’t] always have to be business — casually asking [followers] for horror stories or worst dates stories can be very engaging and [make] your brand stand out!” said Ms Amira Elis, event manager at Adi Media.
Boasting a whopping 2.1 million users in Singapore based on Statista research, it is no wonder that Mangkok Kami and Sugar Belly attribute their increased audience reach to Instagram.
According to MediaOne, Instagram advertising costs at least $10 a day but in doing so, allows you to target specific groups beyond just your followers. Its features, such as ads and shoppable posts, can be used by businesses to increase exposure. Uploading shoppable posts can also help drive sales by allowing potential buyers to easily access product details and direct them to your business’ website to make a purchase.
2. REVIEWS AND COLLABORATIONS:
What better way to show off your products than to have someone else do it for you?
Ms Amira believes that reviews are more effective than self-promotions. She says, “These are genuine customers that have tried and tested your products and loved it. Your prospective customers can relate [to them] better.”
Mangkok Kami takes full advantage of customer reviews to drive sales from new buyers. Nurin’s father, who is in a band, makes use of his connections to local artists such as Nurul Aini to promote his business.
Unfortunately, not all of us have the connections that Nurin does. Ms Amira suggests tapping into micro-influencers who are more likely to feature your products.
Claire Tang, 18, co-owner of Sugar Belly, also recommends partnering with businesses that share the same target audience.
Sugar Belly has collaborated with several other local HBBs to drive sales. Their latest collaboration comes in the form of a Christmas bundle that features their popular holiday bakes along with some items from their partner’s product line.
Tapping into your partners’ audiences saves you the hassle of convincing new customers of your products as they are being promoted by a trusted and supported business.
3. ATTENDING EVENTS:
Sugar Belly relies heavily on a mixture of online and offline engagement to gain new customers. Claire says, “[Gaining customers] was especially hard right after phase 2 [of the circuit breaker began] however, we were able to bounce back with creative marketing and more word-of-mouth [from] customers.”
While Mangkok Kami operates solely on Instagram, it made its debut at Twilight: Flea and Feast, an annual event that features food made by local businesses. Nurin took advantage of this opportunity to meet new customers.
“When customers see your smile, your eye contact, see and touch your products, it just gives another level of genuineness to your products. It’s always nice to hear ‘I’ve been ordering online from you, nice to finally see who’s behind the business!’ ” said Ms Amira.
Operating a HBB is no easy feat, but Claire advises new HBB owners to persevere and remain sincere, “Put your heart and love to your bakes and your customers will definitely return and spread the love to their family and friends!"
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