Going Solo was my dream. I had been working hard towards this for several years, I set up my entity, took an office space, and we were all set with several conversations with prospective clients and COVID happened. It all came to grinding halt. I thought all should be fine in a few weeks, so I held to my office, but eventually gave up that too! My burn rate was too high, and I couldn't afford it. I am just not able to see the light at the end of the tunnel, Gopal – was Arjun's message. 

Arjun (name changed), and I are school friends. We met each other last year when he shared his plan to become an entrepreneur. I was super excited for him and congratulated for his bold move! It's never easy to transition careers from being an employee to become an entrepreneur. He sounded, sure, confident and upbeat! Arjun had a stellar career of working for some huge brands, including experience of setting up teams and operations ground up. He had made some really influential connections through his career and was confident that they would give him business! Arjun's message resonated with several start-ups who had huge aspirations, but COVID19 just changed realities for them overnight.

I decided to give him a call, right away, to ensure I heard him out. His voice lacked the confidence that he had when he had started. So, the last 90 days haven't been easy for anyone. 

Gopal, what should I do? I am clueless! All my payments are stuck, and I am not able to think of how to resurrect this business, I am thinking of winding the company down and start looking for some job, said Arjun. 

Good thought, let's discuss this more, but before we get into the 'Job' discussion, let's talk a bit more about why did you start this business in the first place, I said. 

I don't know, I felt I could do so many things, my target was 1 crore/10 Million rupees, worth of business, but most of my customers don't have money to run their operations, how will they pay me?

What he said was true and hard-hitting. The cash seems to have disappeared suddenly, and most of us want to go light on our spending today. 

What is your business, Arjun? Did you have a product or you were the product, I asked. Good Question, he said – almost puzzled. As if I had asked a ridiculous question. It was important for me to ask this is a classic confusion any new entrepreneur has.

We had these offerings, that would ensure business growth. They were a combination of diagnostics and solution offerings, was his response. Just that he thought he had scored 100% on his response, I asked, what differentiated you versus other established more credible players in the market. "Price-Point & Perspective," he said. I was glad about the clarity he had, but also was concerned if that was enough in today's challenging times. 

Who are you selling to? And How? I asked. MSME's, he said! That probably was where the conversation was starting to make a great amount of sense. He had an edge, MSME's today are the worst hit and perhaps anything that he would do today bring the businesses out of the current situation would be much appreciated. 

Do they need your services? I asked. I probably was testing his conviction. I felt it was vital for me to re-check the conviction levels. "Of Course!" was Arjun's prompt response. 

I am glad about your conviction that everyone will love the solution. But is that alone, sufficient? Your clients may "like" a product, but will they pay you? Especially when their focus today is on their "needs" and not so much on their wants?, were my thoughts.

I never thought about it like that, Gopal, said Arjun. So, do you mean to say I should reduce my fees? Or offer free solutions for the first few days and charge them once they are committed? BRAVO! I yelled. That's probably a great strategy, but would it be sustainable? I asked. I won't do this forever, Gopal, he said.

How are you scouting for new customers? Are your solutions digital? Were my questions, that followed next. He knew they would come but wasn't prepared as yet. 

I have been speaking to my clients, but they probably are under rough weather, so I didn't want to be too pushy! How can I ask them for referrals at this stage, Gopal, he asked. For all the great intentions he had, I knew he had to apply the solutions he was selling to his clients on himself first. 

How are you Selling? I asked. Everything was via calls, and word of mouth, I am not there on digital yet, he said. 

• Do you have website/domain?
• Do you have a Facebook Page?
• Do you have a LinkedIn account with a decent following?
• Do you have a YouTube channel?
• What about the Instagram account?
• How would clients know about you, Arjun? I asked. 

None of them! All dormant, mostly, he said. 

Rules of the game have changed all of a sudden, my friend. When we are all socially distant, it is crucial to be virtually connected, I said. 

I don't know how these work, Gopal – None of my clients have these accounts. Fair point I said, but how about creating a new client segment that now needs your services? You still have to call your 20 new prospective clients to sell your business, I said.

Give yourself 90 days, Arjun – re-establish yourself, and your business as an Omni-present one. Digital is an imperative, almost non-negotiable. But work on building a new client database, prospect more than ever, and trust me they all need your services. Sell them as a 'Need' and not 'Want'. I said. 

I'll work on drawing up a plan, Gopal – could we connect again in two weeks he asked. Why not, I said.

In case you are wondering what happened to Arjun? He has a dozen new clients now. He now does free consultations for clients who need him the most, and they genuinely appreciate his gesture and promise to give him new business very soon. He has also become a great influencer across all social platforms, in an extremely short time! 

It's all about that one idea, one dream! COVID19 would soon be history, but Arjun, who is still pursuing his dream, is creating history by still earning a buck, though small, but significant.

We need more Arjun's, who don't quit their dreams!