Worcester Business Journal

wbjournal.com | May 11, 2020 | Worcester Business Journal 25 Keep innovating V I E W P O I N T E D I T O R I A L T he six businesses featured in WBJ Staff Writer Monica Busch's feature "Instagram stories" aren't generating near the revenues they were prior to the coronavirus pandemic, but they've managed to hang on during the current shutdown. eir secret sauce appears to be the community of followers they've carefully curated over several years. As our page 14 story points out, each of them has cracked the not-so-mysterious code for building a social media following on Instagram, meaning they have a core group of tech-savvy customers who are better able to navigate the difficulties of social distancing. Not every business is so fortunate. At a time when many of the most astute businesses are being forced to limp along at survivability levels, those who have already laid a digital foundation have a clear head start. Shortly aer it closed its dining room, Worcester bakery e Queen's Cups launched online ordering, and now the shop is shipping cupcakes to customers as far away as Florida. BirchTree Bread Co. has used its social media feeds to keep customers appraised of available menu items and communicate its temporary closure and reopening. Leveraging technology to get the job done has been critical to many organizations. Two months ago remote working was not widespread in our region, being offered by most firms only in limited situations. Today, it has become a necessity for the majority of employers. ose companies who already had the technology backbone and some training around the tools in place were more likely to ensure a smooth transition to the new normal. For others, the shi has been more disruptive, but still necessary. While nearly every organization is innovating out of necessity right now, it will be important to maintain that new muscle even when conditions return to a resemblance of what they were a couple months ago. Companies doing what they've always done and applying old fixes to new problems won't thrive in the fast-changing world we're in. is pandemic has moved the pace of change to light speed, and companies that can't keep up with that pace are unlikely to come out winners on the other side of this crisis. is thinking applies to all organizations in the for-profit and nonprofit world. While the financial strain may not be evenly distributed, most will need to respond to the pinch. In a highly visible example of thinking outside of the box and responding with rapid speed, two disparate efforts launched by the United Way of Central Massachusetts and the Greater Worcester Community Foundation were overnight merged into a collaborative effort: the Worcester Together Fund. at collaboration has had the 1+1=3 effect, raising more than $6 million in about a month, $1 million of which has already been distributed. is was followed by the creation of the Massachusetts COVID-19 Relief Fund launched by first lady Lauren Baker and the One8 Foundation in Boston, which is raising and dispersing much needed funds to local nonprofits. ese quick actions from leading nonprofits have already made a significant impact on Greater Worcester community's ability to help those most in need, a collaboration unlikely to have been birthed without the current crisis. e need to embrace change and innovate is nothing new. Yet, sometimes it takes a crisis to remind us all of the importance of not being complacent. W Small businesses can stay safe aer reopening S mall business owners in Massachusetts are now in the fight of their lives, many forced to close their doors when Gov. Charlie Baker shut down all non-essential businesses in mid-March. Since then, many watched reve- nues diminish, saw bills pile up as cash on hand dwindled, and, painfully, had to let employees go because they could no longer afford payroll. It's been absolutely devastating. Against all odds, these entrepreneurs want to save their business, rehire workers, and help lead the economic recovery for the state by reopening. Small business owners are saying that path begins by ensuring their custom- ers and employees are safe by imple- menting necessary health protocols. When asked by NFIB, 80% of small business owners said they can maintain social distancing, reduce store capacity, require face coverings and gloves, and properly sanitize common and retail spaces. It seems a lifetime ago in February when Massachusetts' unemployment rate was 2.8% and small business optimism was at an all-time high. e biggest problem small busi- ness owners faced then was finding qualified workers to fill positions. Like suddenly throwing a car into reverse, their futures went hurtling backward, and nearly 900,000 Massa- chusetts residents filed for unemployment over the last six weeks, due to the COVID-19 pandemic. Initially, there was an enthusiasm newly approved federal loans might offer a lifeline to small businesses. But the disas- trous rollout le many out of the process, and shamefully, a good portion of funds ended up going to large companies with cozy relationships with big banks. An NFIB survey in mid-April found roughly 80% of small businesses had yet to receive any funding from the federal loan programs. We hope the second round of loans ends up in the hands of those who need the money the most. So due to a situation beyond their control, desperate, frustrated, and anxious, business owners are running out of time. If they don't have cash le and didn't get loans, it comes down to reopen or close for good. ey accept Baker must prioritize public health when reopening, but many truly believe they can be a partner in doing that successfully, now. Retailers say they can safely allow workers in the shop for curbside or in-store pick-ups, limiting capacity and main- taining distancing. As big-box stores remained open selling flowers, clothing, and books, small businesses selling the same products remained shuttered. If they can meet the health cri- teria, they should be able to open too. It seems there would be fewer people in a small shop than one might encounter in a large crowded store, which could mean less risk. e state must consider opening outdoor businesses like golf courses and car washes to maintain adequate distancing. ere are many small businesses with less than a handful of workers who do not conduct business in close proximity. Massachusetts is ready to get residents off the unemploy- ment rolls and back to work, and small businesses say they can do what it takes to make their workplaces safe. Moving in this direction would save businesses and jobs, as well as create a light at the end of the tunnel. Christopher Carlozzi is the Massachusetts state director for the small business advocacy group NFIB. BY CHRISTOPHER CARLOZZI Special to the Worcester Business Journal Christopher Carlozzi W WO R D F R O M T H E W E B Facebook feedback "Good, it needed disruption." – Michael Scully, May 6, on Massachusetts Higher Education Commissioner Carlos Santiago saying colleges and universities will be permanently altered by the COVID-19 crisis "Good, lucky it was caught quickly." – Trave M. Harmon, May 6, about the owner of a Berlin restaurant who was charged with trying to defraud the federal bailout Paycheck Protection Program Tweets of the Week "And their stock is surging 22% thus far today." – Christopher Majka (@CJMajka), May 5, on Oxford laser manufacturer IPG Photonics prof- its dropping 34% in the first quarter "I guess 25% unemployment doesn't support having an open economy." – e New Englander (@NewEnglandTruth), May 6, about Gov. Charlie Baker saying the data doesn't show the Massachusetts economy is ready to reopen The Worcester Business Journal welcomes letters to the editor and commentary submissions. Please send submissions to Brad Kane, editor, at bkane@wbjournal.com.

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