Meet The Small Business Owners Who Pivoted To Digital-First Offerings

Laveta Brigham

From a bakery setting up its first online shop to a personal trainer who moved her fitness classes online, these entrepreneurs used lockdown to reinvent their businesses, explore new revenue streams and tap into the mood of the nation. By Jennifer Barton When the pandemic first hit, small businesses across […]

From a bakery setting up its first online shop to a personal trainer who moved her fitness classes online, these entrepreneurs used lockdown to reinvent their businesses, explore new revenue streams and tap into the mood of the nation.

By Jennifer Barton

When the pandemic first hit, small businesses across the UK had to quickly come to terms with the “new normal,” be it social distancing regulations, implemented capacity limits, or forced lockdowns. While 2020 was a challenging time for all, some small business owners found ways to show their creativity, resilience and adaptability in the midst of the pandemic.

Two UK-based small businesses, London’s leading ‘free-from’ bakery, Vida Bakery, run by Vanessa Miquilena and Daniela Ortega, and fitness trainer Ciara Madden, whose Body by Ciara training programme has helped sculpt the bodies of Rita Ora and Neelam Gill, found success during the pandemic by completely reinventing their business models.

Both small businesses pivoted to digital-first business strategies, using online payment system PayPal to accept payments from consumers and leverage finance tools that helped them make solid business decisions. They also listened to their customers, and tapped into the nation’s appetite for home baking and community-centred fitness options during lockdown. By doing so, these small businesses did not just survive the pandemic – they thrived.

Vida Bakery: “It was a whole new revenue stream that happened just like that, in three days of work online”

Venezualan-born, London-based entrepreneur Vanessa Miquilena runs Vida Bakery with her business partner, Daniela Ortega. The bakery opened five years ago out of “personal necessity” – Daniela is a coeliac and Vanessa is lactose and egg-intolerant, and both wanted to enjoy delicious desserts but found few London bakeries that catered to their dietary restrictions.

Daniela began studying vegan and gluten-free baking, and the duo started developing recipes. After launching a pop-up shop in 2016 off Brick Lane on Cheshire Street, Vida Bakery was officially born. The brand quickly built up strong in-person and social media followings, and in 2018, their permanent Brick Lane kitchen and café space opened. A second outpost opened in King’s Cross in January 2020 but was operating for just two months before both shops were forced to shut their doors. Suddenly, the entire business model was in jeopardy.

“It was meant to be a part of a whole business plan of us opening little outlets all over London, and then Covid happened,” Vanessa said. “We started seeing a drop in sales… by the second week of March, it was 95% down on sales.” Vanessa and Dani began grappling with concerns about how to protect their staff while also managing the food wastage from over-producing, before the impacts of the pandemic on the bakery’s footfall were clear.

 It was obvious that the small business owners needed to do something dramatic in order for the business to survive. With previous customers now spending much of their time at home and online, Vida Bakery decided to open an online shop – a first for the business.

 “I worked for three nights without sleeping just to put together a website,” said Vanessa. “It was non-stop.”

 Customer feedback proved pivotal in helping Vida Bakery establish its online presence: after Vanessa announced the website launch, a customer posted on social media that they wished they could use PayPal to pay for their order. Vanessa was determined to make things as easy as possible for the bakery’s fanbase.

 “I was like, ‘give me five minutes, and I’ll fix that’ – without knowing if I could or not,” she said. “We were really desperate to get as many sales as we could.”

 In a matter of minutes, a PayPal business account was created and a PayPal Checkout was visible on the website – much to the satisfaction of that customer who had messaged.

 The online store opened and Vida Bakery was finally able to sell and ship their tasty treats to their loyal fans, and managed to reach a whole new customer base outside of London in cities like Manchester, Brighton and Glasgow. On the first day, a whopping 500 orders from across the UK were placed. Vanessa and Dani worked around the clock to get all the orders baked and shipped. The orders kept increasing, and suddenly Vida Bakery was back in demand.

 “We made even more money than we were doing in the shops,” Vanessa said. “It was a revenue stream that we never thought that we could do or explore.”

 When the online store first launched, the company, which had made a name for itself with elaborate, frosted cakes, could only send goods like cookies and brownies that would survive the post. Determined to please their customers, Vanessa and Dani began rethinking the bakery’s menu.

 “At that time, we realised there were a lot of people trying to bake at home.We were like, should we release a banana bread because everyone was into banana breads?” Vanessa said. Vanessa and Dani stayed true to themselves, though, and just as the nation hit peak home-baking obsession, a new product was born: Vida Bakery cookie dough, which comes in a handy pouch.

PayPal not only facilitated payments for the brand’s wider client base ordering from across the UK, but established Vida Bakery as an online brand customers could rely on.

“I think as a new business, people don’t know what to really expect and at that time I think people felt secure by paying with PayPal,” Vanessa said. “People really decided to trust us through PayPal.” Now, roughly 70% of all customers use PayPal to checkout.

Vanessa also liked how seamless it was to integrate PayPal’s other offerings, like the PayPal Business Debit Card, into the business.

“I think it will be really beneficial for us because it’s free of fees and you get the money instantly in your card so you can go and buy things. It makes it even faster,” she said. 

With 60% of the bakery’s online orders now coming from outside of London, Vanessa and Dani are now redeveloping the cookie dough slightly to create a supermarket-ready, retail product to be available in stores around the country. Watch this space.

Top three tips from Vida Bakery for other small businesses:

●      Listen to your customers: from implementing customer feedback for the bakery to offer PayPal as a payment option on the new website, to asking home bakers on social media to send in photos of their bakes, the customer remains at the heart of Vida Bakery’s business model.

●      Don’t be afraid to abandon your original plan: Vanessa and Dani were planning to open more storefronts in Soho and Paddington before the pandemic hit, choosing to meet their customers in-person instead of online. The duo went completely online in the midst of a global crisis and found success.

There’s always a new direction to expand in: the circumstances were less than ideal, but when Vanessa and Dani were challenged, they realised what they were capable of. In just a few months, Vida Bakery has gone from a local to a national business, a bricks-and-mortar retailer to an online shop and has created a new retail product.

© Lydia Collins @lydiaxcollins & Tanya Varma @tanyavstylist

Body by Ciara: “If I don’t do it online, then I guess I don’t do anything… It was one of those ‘do or die’ moments”

Ciara Madden is the personal trainer behind the Body by Ciara fitness brand, which has helped sculpt the perfect posteriors and toned physiques of the likes of Rita Ora, Maya Jama and Demi Rose. The personal trainer regularly taught packed classes in gyms around London in addition to her personal training sessions, and was looking into opening her own gym – and then the pandemic hit.

“The online side of things really launched through lockdown because I initially just started to do workouts during lockdown and it gained a little bit of traction. More and more people joined, to the point where there’d be a couple of thousand people doing it with me and at that point I just wasn’t earning any money because the gyms were closed,” Ciara said.

In order for her business to survive the lockdown period, Ciara decided to turn those casual online workouts into a professional business: Body By Ciara Squad, a livestream subscription service, was born. The private subscription service offers clients over 30 classes a week, for £15 a month.

“If I don’t do it online, then I guess I don’t do anything… It was one of those ‘do or die’ moments,” Ciara said.

Initially, Ciara taught one class a day, six days a week. Over the ensuing weeks and months of lockdown, as demand for her sessions grew, she knew she would need to expand her offering, so she reached out to family members who were also fitness trainers and brought them on board.

Ciara noticed that fitness became much more of a priority for people over lockdown, as a result of being home and feeling motivated to be healthier, or just because they needed to release some feel-good endorphins in such a stressful period.

The popularity of PE with Joe Wicks, which had nearly 1 million people tuning in to workout live together at certain points during lockdown, also helped boost Ciara’s business as people wanted some purpose to their days spent at home. With Ciara playing music and offering people a fun space to “check in,” customers kept returning to her classes for a sense of structure and community during lockdown.

Body By Ciara Squad has become a busy timetable of as many as 52 classes a week, covering Pilates, yoga, meditation, barre and dance (including Afrobeats carnival workouts and hip hop dance classes). There are also pre- and post-natal offerings, with 16 instructors across the programme.

“We’ve got a bit of something for everyone,” Ciara said. “Whereas, if I had stayed on my own, I couldn’t grow that because I don’t do all of those things. It was a case of trusting other people to bring them into your business.”

In Ciara’s real-world classes – which were always popular – you could get 40 people into the room, at a push. Now she’s reaching thousands around the globe, in far-flung destinations like Antigua, Jamaica, Australia, Japan, Canada, Dubai and Bermuda.

She set up her online payments so her thousands of clients could easily pay through PayPal, something her international clients were especially grateful for.

As Ciara’s online streaming programme grew and money started flooding into her account, the integration of PayPal Checkout on her website meant customers could feel secure about their transactions – as could Ciara.

PayPal has been a massive part of Ciara’s transformation from someone who previously only worked in gyms to a successful online business. She credits PayPal with helping her know “that my money was secure.” PayPal’s fraud prevention practices and encryption tools have also made her confident the website is constantly being monitored.

“Their security is really good. We had thousands of girls who were paying through PayPal. My products, which have launched since – resistance bands and workout mats and shakers – they’re paid for through PayPal.”

As the online business grew rapidly during lockdown, Ciara diversified her revenue streams with the introduction of nutrition plans in April. After noticing that her merchandise gets snapped up by her plugged-in community the moment it launches, A Body by Ciara line of socks, scrunchies and clothing is now also in the works.

© Lydia Collins @lydiaxcollins & Tanya Varma @tanyavstylist

“The success of lockdown has meant there’s been an amazing community. As soon as you launch any products, the website crashes. You’ve got the audience there ready, whereas before it would have been a harder sell. I’ve understood the power of having an audience and a community because when you do have products and they are good quality, you can quite easily drip feed them out,” she explains.

When she’s not busy training clients, Ciara’s giving back to the community that’s lifted her up during such a difficult period, using social platforms like Instagram to promote other small businesses.

Top three tips from Body by Ciara for other small businesses:

●      Notice the trends happening around you: with more time on their hands and missing socialising and physical activities, working out became a priority for many over lockdown, including those new to fitness. Ciara’s online business tapped into this national and global trend – and enjoyed success as a result.

●      Know when to expand your repertoire – and your team: as Ciara’s online business grew, she needed help to teach dozens of classes per week. By hiring more staff, she was able to expand her repertoire to introduce new styles of classes and reach more people with varied fitness goals.

●      Overcome your fears: Prior to lockdown, Ciara never had any ambition to do online classes, which she says she found “scary” – she didn’t feel she could perform and instruct on camera at the same time, and be judged by others. The lockdown gave her the push she needed to take her business online, and the Body by Ciara Squad was born.

Find out how PayPal could help your business today…

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