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<div type="image" title="Fit Athletic Club" height="986" width="1972" msid="78150038" hostid="261"></div><ul class="summary-list"><li>An uneven recovery is bringing new budgeting challenges, as margins get squeezed between new ongoing operating expenses and curtailed capacity.</li><li>Business Insider spoke with business leaders about how to trim costs and maximize revenues under these difficult circumstances.</li><li>Here are three tips that can help business owners make the math work.</li></ul>On March 14, <a href="https://fitathletic.com/">Fit Athletic Club</a>'s five locations in San Diego were serving an average of 6,000 members per day. A day later, the business was frozen and 430 employees were on furlough to slow the spread of the coronavirus, CEO Scott Lutwak said in an interview with Business Insider. "I didn't even know how to comprehend what had transpired 24 hours earlier," he said.Today, like many business owners across the country, Lutwak is trying to get his business back on its feet, facing down a re-opening process that is far longer than many expected.Along with that uneven recovery come new budgeting challenges, as margins get squeezed between new ongoing operating expenses and curtailed capacity hampering revenues.In addition to Lutwak's fitness center, Business Insider spoke with a restaurateur and an office space provider to learn their best advice for making the math work.<h2 id="Incorporate safety into your brand">Make safety a part of your brand to attract and retain customers</h2>All three businesses we spoke with have made serving health-conscious customers part of their brand identity. It's important to make a plan and clearly communicate it with customers and employees.Jon Taffer, the host of the TV show "Bar Rescue" and founder of Taffer's Tavern franchise, <a href="https://www.fsrmagazine.com/content/taffers-tavern-launches-taffers-safe-dining-system">trademarked a "safe dining" system</a> that includes sanitation standards for food and equipment as well as a staffing plan, all aimed at reducing risk. Office space provider <a href="https://firmspace.com/">Firmspace</a> is also seeing a competitive edge from doubling down on its branding as a safe place to get work done. In contrast to the open floor-plan coworking arrangement, Firmspace caters to professionals who need more private, secure workspaces — an arrangement that was more compatible to social distancing."We were COVID-friendly before we knew what COVID was," said Charlie Tanner, the company's director of real estate and development, said.Tanner said Firmspace's existing model and its quick action and clear messaging around safety have helped keep clients coming into their offices, even as droves of white-collar workers increasingly work from home.Don't assume that customers will trust you to have a plan. Lean into the part of your business that is most able to continue safely and lay out exactly how you plan to do that.<h2 id="Re-evaluate your real estate">Work to reduce property expenses</h2>Rent can be one of the biggest expenses for any business, and it's difficult to find a way around that. However, these are extenuating circumstances, and some businesses are seeing success in negotiating lower or deferred rent.Others may realize they don't need all the space they've been paying for. Tanner says that some companies are seeing considerable cost savings from downsizing their offices and closing satellite locations.Businesses that need modifications are turning to architects and developers to include designs and technologies that improve safety and physical distancing. It may be worth your time to discuss which costs your landlord may be responsible for, and which are up to you.<h2 id="Embrace the power of scheduling">Supercharge your scheduling and use that data to improve efficiency</h2>To address the challenges of reduced density, businesses are stepping up their scheduling game. Fit Athletic Club members now sign up to work out during a certain time-slot. At Firmspace, all shared conference rooms require a reservation.Schedules afford each business four key advantages: first, all appointments include a buffer at the end for disinfecting space and equipment; second, it simplifies contact tracing in case that's needed; third, it allows the businesses to stay within capacity limits mandated by local authorities; finally, scheduling allows you to plan ahead for your staffing, cleaning, or stocking needs. Tanner of Firmspace said managers should really be thinking carefully about which members of their teams truly need to be in a physical space, and that flexible arrangements can help make sure you only pay for what you need.He stresses the importance of maintaining clear lines of communication among your partners, employees, and customers — after all, without them, you don't really have a business.

How small businesses can cut costs and boost revenue as they start to reopen safely

<div type="image" title="AGHeadshot" height="1746" width="2328" msid="78041007" hostid="261"></div><ul class="summary-list"><li>The pandemic has shown entrepreneurs that <a href="https://www.businessinsider.com/founder-ceo-lingerie-brand-lively-future-ecommerce-retail-2020-8">going digital</a> is more important than ever. </li><li>Getting press for your brand is one of the best ways to leverage your online presence and <a href="https://www.businessinsider.com/kombucha-founder-gt-daves-sales-slump-recovery-direct-consumer-2020-8">market your direct-to-consumer brand</a>. </li><li>Business Insider spoke with two <keyword id="255227" type="ORGANIZATION" weightage="60" keywordseo="Public-Relations">public relations</keyword> founders, Adrienne Garland of <a href="https://www.sheleadsmedia.com/">She Leads Media</a> and Michelle Isaacs of <a href="https://www.22-spring.com/">22 Spring</a>, who each have more than 10 years of experience. </li><li>They told us their best practices to land clients in major and local publications.</li></ul>The pandemic has shown entrepreneurs that <a href="https://www.businessinsider.com/founder-ceo-lingerie-brand-lively-future-ecommerce-retail-2020-8">going digital</a> is more important than ever. Whether it's by <a href="https://www.businessinsider.com/influencer-marketing-naked-wardrobe-instagram-jennifer-lopez-jenner-kardashian-2020-8">building your social media audience</a> or <a href="https://www.businessinsider.com/best-online-business-platforms-based-types-entrepreneurs">creating an ecommerce site</a>, business owners need to meet their customers where they shop most — online. Getting press for your brand is one of the best ways to leverage your online presence and <a href="https://www.businessinsider.com/kombucha-founder-gt-daves-sales-slump-recovery-direct-consumer-2020-8">market your direct-to-consumer brand</a>. A relevant feature about your company can bring more traffic to your site and generate sales, followers, and loyal customers.But it's not an easy task for founders who have to wear multiple hats and may not have the time or resources to dedicate to outreach, said Adrienne Garland, founder of <a href="https://www.sheleadsmedia.com/">She Leads Media</a>, a company that specializes in helping female entrepreneurs market their businesses."<keyword id="6359222" type="UNKNOWN" weightage="60" keywordseo="Small-Business">Small business</keyword> owners face the challenge of being lost in a sea of content," she told Business Insider, "so it's critically important that they have a super compelling, unique value proposition and know their target inside and out." Michelle Isaacs is the founder of <a href="https://www.22-spring.com/">22 Sp</a><a href="https://www.22-spring.com/">ring</a>, a creative communications agency that represents celeb-founded companies like Derek Jeter's Player's Tribune and Stephen Curry's Unanimous Media.Garland and Isaacs each have more than 10 years of experience in public relations, communications, and <keyword id="6354839" type="UNKNOWN" weightage="60" keywordseo="marketing">marketing</keyword>. The two founders told us their best practices that place clients in major and local publications.Here are their top five tips for landing press for your brand. <h2>1. Know your objectives</h2>Identify your priorities before you promote your business. For example, featuring a particular product might drive sales, while a profile on your founder might have a long term effect on your brand reputation and following. Garland asks her clients to clearly outline their goals and objectives as a business before starting any media outreach.Isaacs worked for GQ magazine and Player's Tribune before starting her own public relations company, so she understands what editors and journalists look for. Knowing what differentiates your brand will help you tell your story, she said. "A good story builds that connection between consumers and the brand." <h2>2. Understand the publication</h2>Before pitching a reporter, it's important to know what they cover and how the publication approaches stories. Garland reads at least 10 to 15 articles a day to keep her finger on the pulse of the industry. "When you reimagine based on things that are out there in the media already, and if you can fit your story into that type of context, that's where new opportunities come up," Garland said. She also suggested that founders who are strapped for time hire an intern or assistant to do the initial research, then select a few outlets to focus on. Isaacs pointed out that not all press coverage brings equal value. Sometimes, a brand may only need one really good story rather than a press storm. <div type="image" title="Michelle Isaacs, founder of 22 Spring" height="2342" width="3123" msid="78041010" hostid="261"></div><h2>3. Build relationships with journalists</h2>Both Garland and Isaacs stressed the importance of developing genuine relationships with journalists. Building a personal connection with a reporter will help you craft your pitch to fit their work and place you on top of mind when they're looking for sources. Isaacs said it can take several months for a story to come together, so an introductory coffee can be a good way to plant the seed for something later down the road. Even without a story, staying in touch with journalists can keep you at the top of their minds so they may reach out if anything comes up. <h2>4. Personalize every pitch</h2>Media professionals are already inundated with pitches daily, so it's challenging to stand out in their inboxes. Blasting out a press release or generic announcement is one of the biggest mistakes brands can make, Garland said. Instead, emails should be tailored to the journalist. Give all the facts and credentials about your brand upfront, so the reporter will have all the information they need to determine whether it's a story worth pursuing. Understanding the publication and getting to know reporters will also help with this step. "If you can find a way to cut through that clutter and immediately demonstrate that you can add value and make their jobs and their lives easier, the more success that you'll have," Garland said.Isaacs advised steering clear of anything that comes off as transactional, inauthentic, or opportunistic in an attempt to insert yourself into the news cycle, as seen in many <a href="https://www.businessinsider.com/5-steps-brands-take-social-media-acknowledge-race-injustice-2020-6">companies' Black Lives Matter posts</a> this summer. Instead, pursue stories that already align with your brand values and initiatives. <h2>5. Utilize tools to forward the story </h2>Garland regularly uses Twitter and Help A Reporter Out (HARO), a platform for journalists to find sources, to connect with journalists and pinpoint unique angles that haven't been told yet. Find new ways to talk about your brand instead of telling the same story over and over again. "It's important for people to evolve their brand story as the company grows and scales because the press does not want to cover a story that's already been written about in some way a million times before," Isaacs said.

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