Adapting to Survive: How my side hustle became my saviour
As Covid-19 hit I was running two businesses. My primary business was LFA, an award-winning PR agency for lifestyle, fashion and homeware brands that I had founded in 2013. The second was an early-stage side hustle (and saviour!) PR Dispatch, an affordable PR subscription service. I had also just given birth to my daughter, Sloane.
As a solo female founder of two businesses, I thought that I had planned for every eventuality during my maternity leave. But not a global pandemic!
LFA was hit hard and suddenly, with the majority of our clients ending their contracts within a 48-hour window. They were cutting costs in a bid to avoid redundancies, which meant I had to get creative to avoid the same. An agency just wasn’t what small businesses needed anymore but an affordable PR platform was. So with a three-week-old baby in a sling, I pivoted the entire LFA team and taught them the ins and outs of PR Dispatch.
Just as the team was learning a new way of working, so was I. I learned some great lessons that I think all small business owners should know, especially those with a child in tow!
Here are four things I learned:
1. Diversify your income streams and service options
PR Dispatch’s impressive growth over the last few months has proved to me why it’s so important to have options and different avenues in your business. It’s also the perfect way to explore growing interests. With PR I felt ready for the next thing, something to inspire me and help others. Seeing so many other female entrepreneurs in our Facebook community and their big wins is fantastic.
Not only has PR Dispatch helped save both companies and jobs, it it has given me new inspiration and happiness and I am so excited to see where it leads. Starting a side hustle is always risky but you never know what might grow from it. If you see a gap in the market, take it. I’m so proud to say that PR Dispatch has not only helped me but also so many other successful women who have their own side hustles.
2. Invest in people you believe in
When building your side hustle you may find that you can’t do it all alone. I’ve created a team around me of other women who all have different skills and I’ve utilised all of them in my business to ensure that I’m getting the best out of my team. One of your employees is fantastic at video editing? Introduce some IGTVs and video testimonials so they can showcase their skills!
Assessing your team’s existing skills and figuring out how you can utilise them in your business will help you to stand out in a crowded market, and help your team feel more valued.
3. Create a positive environment
This may sound like I’m stating the obvious but the difference positivity can make is outstanding. As a team we constantly seek to lift each other up and find the positives every day - not always the easiest during a pandemic but we did it! This not only creates an environment that we all enjoy, but also allows for more open discussions. The team feel comfortable brainstorming new ideas no matter how ridiculous they may seem at times. But without those brainstorms you may never find that one unique up-sell to grow your side hustle.
4. Breathe, don’t panic and be ready to start again
When COVID hit like many small business owners I was concerned. Not only for my businesses but also for my team. It’s easy to panic and go into speed mode when something unpredictable happens to your business. No matter how big or small the obstacle, it is important to take a deep breath, step back and explore all of your options.
I had to restructure my business and side hustle to survive, but we also managed to thrive. By repurposing the agency team onto PR Dispatch we managed to provide our members with an overhauled and revamped platform, updated and completely new content, extra support in the form of drop-in clinics and offered some of paid-for content and workshops free to small creative businesses who needed support during one of the most challenging times.
Everyday I feel lucky to be surrounded by so many amazing women in my team and my life. My side hustle really did become my saviour and yours could too. Explore what you’re really interested in and how your product or service can help others whilst diversifying your income streams. Then go for it!
