During times like this, you need to think outside the box. By this, I don’t mean that you should change what services you can sell to prospects; but rather what can be changed to give your business a new unique selling point or perspective.

Through previous recessions and downturns, Angle has adopted a ‘pivot’ approach. Below I have outlined what we have learnt each step of the way:


Angle rebranded from a marketing agency to a branding and web agency solely concentrating on brand and website development. The outcome of this change and focus was a sudden influx of web development and branding winning projects from the House of Lords and the Savoy and a much more focused service offering.

Make sure that you are targeting the correct audience and really showcasing your skills and strengths through your work. Knowing what you are good at and focusing on as a business is essential. From this point onwards, Angle was known as a web development agency.

2016 – Referendum

This was a year we really learnt from, and where Angle messed up. Angle didn’t make any changes and didn’t pivot. Consequently, we were unable to innovate and we lost direction. We also had poor cash flow and no marketing drive to attract new clients. This just shows how important making changes and evaluating your own business can be. 


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2018/19 – Brexit 

Learning from the experiences of 2016 I decided that we needed to give it a try, make some serious changes and think ahead to where we want to be in 2, 3 or 4 years time. We looked at how we could improve our services to our clients, set ourselves different from our competitors and what type of client we really want to work with. We also focused on understanding the positions within the business that need to be filled now and in the future and the type of colleagues and staff members we need to fill these positions.

From this evaluation, we decided that we wanted to work with recurring clients, with a focus on the clients who value us and rely on their website for their business. We felt that this group of clients were those we could give the most value to, and from whom we would get the most return. A win-win strategy. 

We are in the process of writing standard operating procedures for each role within the business so that the business can be scaled on the requirement.

Ideas on how you can pivot your business 

  • Create a mind map of your business and what you offer and consider all the small offshoots from your main services. Is there anything unique about these offshoots?
  • Look at your competitors’ services and consider where yours could be different, look better and be more appealing.
  • Consider the environment and current affairs to identify the pain points people are potentially incurring and how you can mitigate these pains for your services.
  • Have strong branding that clearly communicates what you are offering and what you are about.
  • Focus on the value that you can provide.

When is a good time to pivot?

Start collating data on the amount of traffic coming to your website and the conversion rate, as well as on how people are responding to your offerings. If you are finding that conversions are down and there’s very little in terms of new business coming through the doors, this is the time to pivot your business. 

What are the next steps?

You can start with my map yourselves or I can help you. It’s all about understanding your own goals and where you can help create a niche for yourself.


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Stay safe.