>>> WELCOME BACK.
SO MANY SMALL BUSINESSES ARE
HURTING RIGHT NOW.
THIS MORNING WE HAVE A LOOK AT
THE SACRIFICES ONE SMALL
BUSINESS OWNER IS USING TO STAY
AFLOAT.
IT’S CALLED BOUNCING BACK.
STEPHANIE RUHLE JOINS US RIGHT
NOW.
GOOD MORNING TO YOU.
>> GOOD MORNING, GUYS.
THAT’S RIGHT.
OVER THE LAST SIX MONTHS, I HAVE
GOTTEN TO KNOW CARLA, A BUTCHER
AND A RESTAURANT DOWN IN
FLORIDA.
LET ME TELL YOU.
NOW CARLA IS MINDING HER GROOVE.
CHECK HER OUT.
>> THIS IS MIAMI, A MEAT MARKET,
DELI, BAKERY AND RESTAURANT
SERVING KWAUE INGING CUISINE.
CARLA RUNS HER BUSINESS WITH HER
BROTHER AND BUSINESS PARTNER,
SERGIO.
LIKE MOST BUSINESSES, IT HAD TO
SHUT DOWN WHEN COVID HIT.
>> WE WERE SERVING TABLES.
I WAS, YOU KNOW, INNOVATING,
CREATING AND ALL OF A SUDDEN IT
FLIPPED ON US.
>> BUT SHE MANAGED TO KEEP HER
SHOP PARTIALLY OPEN.
BUT THAT CAME AT A COST.
>> IN ORDER TO MAKE ENDS MEET,
WE’VE HAD TO FURLOUGH OUR
EMPLOYEES AND STAY, MY BROTHER
AND MYSELF, IN CHARGE OF THE
WHOLE STORE FOR THE PAST TWO
MONTHS.
>> Reporter: AND GOING FROM
SEVEN EMPLOYEES TO ONLY HER AND
HER BROTHER WASN’T EASY.
>> ALL THE PRODUCTS, I ALSO HAVE
TO PUT AWAY MYSELF.
>> Reporter: I CHECKED IN TO SEE
HOW CARLA IS DOING FINANCIAL ILY
HELP ME UNDERSTAND WHAT KIND OF
BILLS DO YOU FACE RIGHT NOW?
>> OUR INVOICES ARE REALLY HIGH.
AND LUCKILY, THE PURVEYOR’S,
EVERYTHING IS WORKING WITH US,
SO THAT’S HOW WE’RE ABLE TO
BREATHE A LITTLE BIT.
WE DON’T WORK WITH ANY LARGE
CORPORATIONS.
AS MUCH AS WE’RE HURTING,
THEY’RE HURTING AS WELL.
WE KNOW EACH OTHER’S SITUATION
AND WE HELP EACH OTHER OUT.
>> CARLA HAS HAD OTHER -- SHE’S
HAD STAFFING CHANGES.
SO SHE’S GONE FROM 7 EMPLOYEES
TO JUST 2.
WHAT CAN SMALL BUSINESSES DO TO
GET EVERYTHING DONE WHEN THERE
IS LESS MANPOWER.
>> YOU HAVE TO RETHINK YOUR
PRODUCTIVITY STRATEGY.
I KNOW THAT MAKES PEOPLE BUSY.
BUT THAT JUST MEANS SIMPLIFY.
WHETHER YOU ARE A SMALL BUSINESS
OWNER OR A PARENT OR YOU ARE
DEALING WITH OUR WORK COLLEAGUES
OR BOSS.
WHAT YOU NEED TO DO IS WHAT DO
YOU NEED TO DELIVER?
WHAT DO YOUR CUSTOMERS NEED
MOST?
DELIVER THAT AND GET RID OF THE
REST.
>> IT SOUNDS LIKE YOU ARE
TALKING ABOUT BUSINESSES
REIMAGING WHAT THEY DO, HOW THEY
DO IT, THINKING BIG, IF YOU
WILL.
HOW CAN THEY THINK BIG?
>> THEY HAVE GOT TO THINK
COMPLETELY DIFFERENTLY, CRAIG.
THIS IS NOT THE YEAR.
NORMALLY ANY OTHER HOLIDAY
SEASON IT WOULD BE ABOUT
INCREASING FOOT TRAFFIC.
THAT IS NOT THE QUESTION OR THE
ANSWER THIS YEAR.
YOU HAVE GOT TO FIND DIFFERENT
CHANNELS TO USE TO REACH YOUR
CUSTOMERS.
FOR CARLA, IT WAS ABOUT
E-COMMERCE AND DELIVERY.
WE PRACTICED.
SHE’S A BUTCHER.
SHE CAN’T JUST SEND ME A SWEATY
SLAB OF MEAT.
SHE HAS TO DELIVER A PRODUCT
THAT ALLOWS YOU TO SAY, LET ME
GET OUT THERE AND GRILL.
IF YOU DON’T THINK ABOUT
INSPIRING AND GETTING YOUR
CUSTOMERS EXCITED, THEY’RE NOT
GOING TO COME BACK.
>> CARLA STAYED TRUE TO HER
BRAND.
HOW DO YOU INNOVATE AND YET
PIVOT BUT YET MAKE SURE YOU’RE
TRUE TO YOUR CORE BUSINESS?
>> WELL, FIRST, AL, I HAVE TO
SAY, I AM SO HAPPY TO SEE YOU.
NOT IN PERSON BUT OVER TV.
GREAT TO SEE YOU AND TALK ABOUT
GRILLING BECAUSE I KNOW IT’S
WHAT YOU LOVE TO DO.
BUT AS SOMEBODY WHO LOVES
GRILLING, YOU LOVE TO BE A
STUDENT OF CARLA’S.
FOR SMALL BUSINESSES, THEY CAN’T
WIN ON PRICE.
THEY CAN’T WIN ON SPEED.
BUT YOU HAVE GOT TO REMEMBER,
WHY DID I START THIS BUSINESS?
FOR MY EXPERTISE, FOR MY
PASSION, FOR MY CREATIVITY.
SO DELIVER THAT.
USE SOCIAL MEDIA CHALLENGES TO
BUILD A RELATIONSHIP WITH YOUR
CUSTOMERS.
TELL YOUR STORY, BUILD A
FOLLOWING AND ASK YOUR CUSTOMERS
TO PROMOTE YOU AS WELL.
THEY CAN USE FACEBOOK AND
INSTAGRAM TO SAY, GUESS WHAT?
I JUST CAUGHT THIS FROM CARLA.
I USED IT.
YOU CAN DO THE SAME.
AL, I SEE YOU DO THAT ALL THE
TIME WITH YOUR FAVORITE