The New York Times recently published an article that features three small business owners who altered their companies focuses and have stayed afloat over the past few turbulent years.
Case study #1
A women's clothing store that started out focusing on hand-made sweaters and women's clothing (not cheap, but not too expensive) experienced a significant drop in sales in September 2008. Stores all around his began closing their doors and their empty display windows goaded the owner into action. What did he notice? Stores specializing in merchandise for children were still doing fairly well. So, he adapted, ordering baby blankets, toys and christening dresses. The result? He's happy to have his doors still open.
Case study #2
Meet a frame shop owner who knew things were going to get rough and began sending out gift certificates to the likes of interior designers, churches and schools. He noticed the main redeemers of the discounts were parents coming in to frame their children's artwork. Capitalizing on parents' desires to show off their kids' creativity now accounts for 25% of the shop owner's business.
Case study #3
Originally a copy store, Desktop USA has always had an adaptive business model, evolving into a shop that sold computers, accessories and could help with repairs. When business began to bottom out, the company started offering tutoring as well as service that teaches kids the ins and outs of the computers they are so attached to for social networking, gaming and homework. With the advertisement, "Can Your Children Build Their Own Computer? Let's Do It Together". Many parents have seen value in equipping kids with technical knowledge believing it will give their students a leg up on others in school.
Only time will tell if these ideas are true solutions for these business owners' woes. However, we can all take away the lesson that often times, adapting and evolving to our environments is necessary for our businesses to survive the bad and continually remain relevant to our customers.

hy Hughes