Four Ways Seasonal Businesses Survive and Thrive During the Off Season
There are many businesses that service clients all year. They show an income every month, even if that income does vary somewhat throughout the year.
Then, there are seasonal businesses — landscaping companies that provide most of their services in spring and summer, holiday stores that sell goods mostly in winter, tax preparation services that see a boom every April — and the list goes on.
Bills don’t stop rolling in just because your business is slow. If you own or are thinking of owning a seasonal business, it’s important to understand how to survive and even thrive in the off-season. Most seasonal businesses use some combination of the following strategies:
1. Offer a Different Off-Season Service
Consider offering a second service through your business — one that is needed during the month(s) when your primary service is less in-demand. For example, a lot of landscaping companies offer snow-clearing services in their off-season. This keeps some income rolling in when there’s not really much need for lawn care.
If you run a commercial swimming pool installation company, you could sell foosball tables and other bar games in the off-season. This service is still in the entertainment/party industry, and it is more winter-oriented, whereas pool installation takes place in the spring/summer.
2. Use the Off-Season to Focus on Marketing
Think creatively about the services your business offers as well as parallel services that may be needed at a different time of year. Diversification is key!
Clients may not be looking for your seasonal service right now, but you can still get your name out there. In a few months, when they do start looking, you are the first one they call. Keep your social media game in high gear, and consider using this time to film commercials for TV and radio ads. Even if you don’t release some of these marketing materials until the busy season is a bit closer, now is the time to prepare them.
3. Line Up Clients Ahead of Time
In some industries, you may actually be able to start lining up clients and making appointments for the coming season. If you own a residential swimming pool installation company, you can start discussing designs with clients and scheduling their installations while it is still winter outside.
Your clients will like knowing they’re “first” in your book for the season. When busy season does arrive, you’ll have fewer preparatory phone calls to make and fewer design meetings to attend.
4. Set Money Aside During the Busy Season
If you spend the off-season doing a lot of marketing and client setup, you’ll be prepared to earn a significant income when the busy season returns. During that income boost, plan ahead for your ongoing bills during the off-season when things slow down again.
Calculate your monthly costs, and make sure that at the end of the busy season, you have funds set aside to pay ongoing expenses. Even though you may feel like the money is rolling in right now, remember that this money has to last the year — not just the season.
Running a seasonal business does have its intricacies, but you can survive and thrive in your industry. Consider adding a complementary off-season service to your business and use the off-season for marketing and meetings. With smart budgeting tactics, you’ll be living well all year.
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