In times of uncertainty and turbulence, businesses often find themselves navigating through challenging waters, facing crises that demand swift and effective action. When the very survival of a company is at stake, leaders must be prepared to implement strategic measures that can steer their organizations back on track. This time, we will explore some essential strategies that businesses can employ when facing a crisis. By equipping ourselves with these powerful tools, we can better position businesses to weather the storm and emerge stronger on the other side

Financial planning

  • Check financial scenarios for good, bad, and ugly: When a business is in crisis, running financial scenarios for the good, the bad, and the ugly becomes an indispensable necessity. These simulations involve analyzing various potential outcomes and their corresponding financial impacts. Preparing for the best-case scenario helps identify opportunities for growth and expansion, ensuring that the company seizes any advantageous circumstances. Conversely, evaluating the worst-case scenarios allows for risk mitigation and the formulation of contingency plans to safeguard against potential pitfalls. 
  • Create a 13-week cash flow plan: Developing a cash flow plan becomes crucial for businesses in crisis as it provides a lifeline to navigate through turbulent times. Cash flow is the lifeblood of any organization, determining its ability to meet immediate financial obligations, pay employees, and sustain essential operations. Creating a detailed cash flow plan for the upcoming 13 weeks allows businesses to forecast revenue streams, predict expenses, and identify potential cash shortfalls in advance. 


  • Consider ways for a pivot: When the existing business model or market conditions are no longer viable, pivoting allows entrepreneurs to explore alternative avenues and address emerging needs. This process involves reevaluating the company’s strengths, identifying untapped opportunities, and adjusting strategies to align with changing customer demands. By embracing a pivot, businesses can stay relevant, repurpose resources effectively, and even uncover new revenue streams.
  • Prioritize morale: It serves as a powerful catalyst for resilience and productivity. During challenging times, employees may experience heightened stress, uncertainty, and fear about their job security and the future of the company. By prioritizing morale, leaders can create a supportive and positive work environment, fostering a sense of unity and teamwork among employees.

Sales invoicing 

  • Collect faster on open invoices or future invoices: This becomes paramount to ensure cash flow stability and mitigate financial risks. In times of uncertainty, delayed or outstanding payments can put significant strain on a company’s liquidity, hindering its ability to meet immediate financial obligations. Proactively pursuing outstanding payments can inject much-needed capital into the business and provide a cushion against potential cash shortages. 
  • Consider late fees or interest on past due invoices:. This is essential when a business is in crisis as it encourages prompt payment and helps maintain cash flow stability. During challenging times, businesses often face extended payment delays from customers, which can strain their financial resources and hamper operational efficiency. 


  • Defer loan payments or temporarily switch to interest-only payments: It provides much-needed financial relief and preserves cash flow. By deferring loan payments or opting for interest-only payments, companies can allocate resources strategically, ensuring that essential operational expenses and immediate financial needs are met without defaulting on their loans. 
  • If available, apply for emergency loans:  This will provide much-needed financial support and stability during challenging times. When faced with unforeseen circumstances, such as economic downturns or natural disasters, businesses may encounter cash flow disruptions or struggle to cover essential expenses. Emergency loans offer a timely infusion of capital, enabling companies to bridge financial gaps, pay employees, and maintain critical operations. 

In times of crisis, businesses must act decisively and strategically to safeguard their survival and long-term success. By embracing proactive measures such as running financial scenarios, developing cash flow plans, considering pivoting opportunities, and prioritizing employee morale, companies can enhance their resilience and adaptability during tumultuous periods. Additionally, implementing strategies like collecting payments faster, applying late fees or interest charges, and accessing emergency loans provides crucial financial support and stability, enabling businesses to navigate through challenges. With careful planning, resourcefulness, and a resilient spirit, businesses can not only weather the storm but also position themselves for growth and prosperity in a post-crisis landscape.