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How to Market Your Small Business Online

Author: Sara Pantaleo

In today’s digital age, online marketing is an essential strategy for small businesses to thrive and grow. With the vast reach of the internet, you have the potential to connect with a global audience, attract new customers, and build a strong online presence. However, effective online marketing requires a well-thought-out strategy. This article will guide you through the steps to market your small business online successfully.

1.      Define Your Brand Identity

Defining your brand identity is essential to establishing who you are as a business. It encompasses your core values, mission, personality, and the unique attributes that set you apart from competitors. Your brand identity is the foundation upon which you build trust and loyalty with your audience. It should be consistent across all your marketing materials, from your logo and visuals to your tone of voice and messaging. In a nutshell, it’s about creating a distinct and memorable impression that resonates with your customers, making your brand instantly recognisable and relatable.

2.      Marketing Goals

Before you dive into online marketing, it’s crucial to define your marketing goals. What do you want to achieve? Whether it’s increasing brand awareness, generating leads, boosting sales, or all of the above, having clear objectives will guide your efforts.

3.      Know Your Customers (Target Audience)

Understanding your customers is critical to tailoring your online marketing efforts. Create detailed buyer personas, including demographics, interests, and pain points, to ensure your content and advertising resonate with your ideal customers.

4.      Create an Engaging Website with SEO

Your website is the digital face of your business. It should be user-friendly, visually appealing, and provide valuable information. Ensure your website is mobile-responsive and optimised for search engines (SEO) to rank higher on search results pages. You also need to implement Search Engine Optimisation (SEO). SEO is essential for improving your website’s visibility on search engines like Google. Use relevant keywords, meta descriptions, and high-quality content to enhance your website’s ranking. Regularly update your content to keep it fresh and valuable to visitors.

5.      Leverage Content Marketing

Create high-quality, relevant, and engaging content that addresses your customers’ needs. Content can take various forms, including blog posts, videos, infographics, and podcasts. Sharing valuable content helps build trust and authority within your industry.

6.      Utilise Social Media

Social media platforms offer an excellent opportunity to connect with your audience. Choose the platforms that align with your customer’s preferences and create a consistent posting schedule. Engage with your followers, share informative content, and run targeted ads to increase your reach.

7.      Email Marketing:

Build an email list and send personalised, valuable content to your subscribers. Email marketing is an effective way to nurture leads and inform your customers about your products, services, and promotions.

8.      Paid Advertising

Online advertising, such as Google Ads and social media ads, can help you reach a broader audience quickly. Develop targeted ad campaigns based on your budget, objectives, and audience segmentation.

9.      Online Reputation Management

Monitor online reviews, respond to customer feedback, and maintain a positive online reputation. Encourage satisfied customers to leave reviews and address any negative comments professionally and promptly.

10. Analyse and Adapt

Regularly analyse your online marketing efforts using tools like Google Analytics and social media insights. Adjust your strategy based on the data, and continuously optimise your campaigns for better results.

11. Stay Informed and Evolve

The digital landscape is ever-changing. Keep up with the latest trends, technologies, and best practices in online marketing to stay competitive.

Marketing your small business online is a dynamic process that requires careful planning, consistent effort, and adaptation to the ever-evolving digital environment. By having a distinct brand identity, defining clear goals, understanding your customers, and implementing a well-rounded strategy, you can successfully build a solid online presence and achieve your business objectives. Remember, online marketing is an investment that can yield significant returns when done effectively. 

If you want to learn how to achieve this for your small business, contact me for a no-obligation chat.

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Family Business Succession

Family Business Succession Planning: Balancing Family Governance, Dynamics, and Legacy

Author: Sara Pantaleo

Family businesses are vital to the global economy, accounting for over 60% of all private-sector employment and generating over 50% of global GDP. However, only about 30% of family businesses make it to the third generation, and only 10% to the fourth generation. One of the biggest challenges that family businesses face is succession planning.

Succession planning is identifying and developing the next generation of leaders for a family business. It is essential to start succession planning early, even if you are not planning to retire for many years. This is because it takes time to identify, train, and develop a successor.  Creating a family business that will continue for generations takes more than wishing it to happen. 

When developing a succession plan for a family business, it is vital to consider three key factors:

Family governance

This refers to the structures and processes that are in place to guide the family business. Family governance should be designed to promote transparency, accountability, and fairness. It should also be flexible enough to adapt to changing family dynamics and business conditions.

Family dynamics

Family businesses are often complex systems with various relationships and interests at play. Understanding the family dynamics when developing a succession plan is essential to ensure it is fair and considers all stakeholders’ needs.


Many family business owners want to preserve their legacy for future generations. A succession plan can help to ensure that the family business continues to thrive and that the family’s values are upheld.

Here are some tips for developing a successful family business succession plan:

  1. Start early – at least 5 to 10 years before succession
    • Succession planning is not a one-time event. It is a continuous process that should start as soon as the business is founded.
    • Develop your successor’s skills
  2. Involve the family
    • Succession planning is not just about the business. It is also about the family. It is essential to involve all family members in the succession planning process, even if they are not directly involved in the business.
    • Understand the next generation’s interest – do the children and grandchildren want the gig? 
    • Involve the children early and be a positive role model.
    • Eliminate entitlement – set expectations about how kids will participate in the business and set guidelines about how the business will employ them.
  1. Be transparent
    • Succession planning can be a sensitive topic. Being transparent with family members about your goals and expectations is essential.
  2. Be flexible
    • Family dynamics and business conditions can change rapidly. Developing a succession plan that is flexible enough to adapt to change is vital.
  3. Prepare to let go; do not hold on too tight
    • Let go and let the successor make some mistakes while you are still around, and gently let go
  4. Get professional help
    • Succession planning can be a complex process. It is often helpful to get professional help from a qualified advisor.

Family governance and dynamics are essential when developing a family business succession plan. Family governance should be designed to promote transparency, accountability, and fairness. It should also be flexible enough to adapt to changing family dynamics and business conditions.

Legacy is another critical consideration. Many family business owners want to preserve their legacy and see themselves as stewards for future generations. A succession plan can help to ensure that the family business continues to thrive and that the family’s values are upheld.

Challenges and Pitfalls

It is a delicate balance between business interests and family harmony.  A lot of conflicts may arise when the discussions commence, and it is crucial to consider processes on how a conflict will be resolved.  Open and transparent communication within the family is vital, and conducting family meetings and fostering effective discussions will be beneficial.

Here are some specific tips for incorporating family governance, family dynamics, and legacy into your family business succession plan:

  1. Develop a family constitution
    • A family constitution is a document that outlines the family’s values and principles, as well as the rules and procedures for governing the family business. It can be a helpful tool for ensuring that the family business is managed fairly and transparently.
  2. Create a family council
    • As the family becomes more extensive, you may consider a family council.  A family council is a group of family members responsible for overseeing the family business and ensuring the family’s values and principles are managed. The family council can also play a role in succession planning by identifying and developing the next generation of leaders.
  3. Establish a family foundation
    • A family foundation is a non-profit organisation that can be used to support the family’s values and legacy. The family foundation can be used to fund charitable activities, as well as to provide scholarships and other educational opportunities to family members.

By incorporating family governance, family dynamics, and legacy into your family business succession plan, you can increase your business’s and your family’s chances of success.

I worked in a family business for over twenty years and developed my skills through experience.  When I work with family businesses now, I do it from a more objective lens as I am not emotionally invested, which helps families get more clarity and direction.

If you want to discuss this further, contact me for a non-obligation discussion.

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What does franchising mean? – Navigating the franchisee-franchisor relationship

Author: Sara Pantaleo

Franchising definition

In the business world, franchising has emerged as a powerful model that allows entrepreneurs to expand their brand and reach while enabling individuals to realise their dreams of owning a business. At its core, franchising represents a unique franchisor and franchisee partnership. In this blog post, we will delve into what franchising means, how it works, and the dynamics of the franchisee-franchisor relationship.

Understanding Franchising

Franchising is a business model replicating a successful business concept by licensing the brand, products, and processes to independent franchise operators.

The franchisee pays a fee to the franchisor for the right to operate a business under its established brand, benefiting from proven systems, support, and marketing strategies.

This arrangement allows the franchisee to tap into an existing customer base while the franchisor benefits from expanding its brand without having to shoulder all the operational responsibilities.

Franchise model

The Franchisee-Franchisor Relationship

The franchisee and the franchisor’s relationship is at the franchising model’s heart. It’s a symbiotic partnership where both parties have distinct roles and responsibilities.

Franchisor Responsibilities

The franchisor provides the franchisee with an established brand, trademarks, and a proven business model. So, they offer training, guidance, and ongoing support to ensure the franchisee’s success. 

In addition, franchisors develop a comprehensive operations manual that outlines all aspects of running the business, from daily operations to customer service standards. 

Franchisors often manage national or regional marketing campaigns, benefiting all franchisees by driving customer awareness and foot traffic.

Franchisee Responsibilities

Franchisees invest in the franchise, paying initial fees and ongoing royalties, also known as management fees. This investment grants them the right to use the franchisor’s brand and systems. 

Franchisees are responsible for day-to-day operations, including hiring and training staff, maintaining quality standards, and providing excellent customer service. 

Franchisees must adhere to the franchisor’s established processes, quality standards, and operational guidelines outlined in the operations manual and franchise agreement. 

Franchisees typically pay ongoing royalties or a percentage of their revenue to the franchisor for continued support and use of the brand.  This will vary as some franchise models make their income from the products or charge a flat regular fee.

Most importantly, they provide local knowledge and engage with the community locally. 


Mutual Success and Challenges

For franchising to succeed, both parties must work harmoniously towards common goals. Franchisees benefit from established brand recognition and support, while franchisors benefit from rapid expansion and increased market presence. However, challenges can arise.  Such as:

  • Consistency – Maintaining consistent brand experience across multiple locations can be challenging. Franchisees must adhere to the franchisor’s standards to uphold the brand’s reputation.
  • Communication – Effective communication is crucial. Franchisees must provide feedback to the franchisor, and the franchisor must respond to franchisee concerns and suggestions.
  • Changes and Adaptations – The business landscape evolves, and both parties need to be adaptable to changes in consumer preferences, technology, and market trends.

Successful franchisors have an open and transparent relationship with their franchisees and ensure 360 degrees of feedback through regular communication, franchisee engagement surveys and the establishment of franchise advisory committees/councils.  This develops trust between the two parties, and franchisees can share new ideas and give constructive feedback to develop and continuously improve the brand.



Franchising is a remarkable avenue for entrepreneurs to realise their dreams of business ownership while leveraging the success of established brands. The franchisee-franchisor relationship forms the backbone of this model, with each party contributing to the overall success of the partnership.

As the franchise industry continues to evolve, fostering open communication, mutual respect, and a commitment to shared goals will remain essential for unlocking the full potential of franchising.

Watch our Webinar to find out if franchising is for you.

Contact us if you would like to learn more about franchising or discuss different franchise models.

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Author: Sara Pantaleo

ESG stands for Environmental, Social, and Governance. It’s a set of criteria that businesses and investors use to evaluate an organisation’s impact on society and the environment, as well as its ethical and governance practices. Small businesses need to understand the growing importance of these factors and how they can benefit from incorporating ESG principles into their operations.

Here’s a simple ESG breakdown of each component:

Environmental (E)

This aspect focuses on an organisation’s impact on the environment. It includes factors such as energy efficiency, waste management, carbon emissions, water usage, and pollution.
For a small business, it means considering ways to reduce its environmental footprint, like using energy-efficient appliances, recycling, reducing packaging waste, and sourcing eco-friendly materials.

Social (S)

The social component of ESG looks at how an organisation interacts with its employees, customers, suppliers, and communities.
For a small business, this involves promoting fair labour practices, ensuring a safe and inclusive work environment, fostering positive relationships with customers and suppliers, and engaging in philanthropic activities within the local community.

Governance (G)

Governance refers to the structure and practices that guide an organisation’s decision-making processes, including its leadership, board structure, executive compensation, and transparency.
For a small business, good governance means having clear roles and responsibilities, avoiding conflicts of interest, having transparent financial reporting, and respecting the rights of shareholders and stakeholders.

Net Zero

Why is ESG important for small businesses?

Reputation and Brand Value

Embracing ESG principles can enhance a small business’s reputation and brand value, appealing to socially conscious consumers who prefer to support responsible companies.

Access to Capital and Investors

Many investors, including institutional funds, are increasingly considering ESG factors when making investment decisions. A small business with strong ESG practices may find it easier to attract investment.

Risk Mitigation

Addressing environmental and social risks can reduce potential legal liabilities and financial risks. For instance, adhering to environmental regulations can prevent costly fines.

Employee Attraction and Retention

Organisations that prioritise employee well-being and diversity often attract and retain talent more effectively.

Market Opportunities

Adapting products or services to meet sustainable and ethical demands can open new market opportunities and drive innovation.

Circular Economy

Circularity – one of the solutions for ESG

Circularity is an essential concept that can significantly contribute to addressing ESG challenges. It refers to an economic model designed to minimise waste, promote resource efficiency, and ensure products, materials, and resources remain used for as long as possible.

The circular economy aims to break away from the traditional linear model of “take, make, dispose” and instead emphasises the following principles:


Circular economy encourages businesses to design products with a focus on longevity, durability and reduced environmental impact. By creating products that last longer and are easier to repair, businesses can reduce the overall consumption of resources and decrease waste generation.


The circular economy promotes reusing products and materials whenever possible. This involves refurbishing, repairing, and repurposing items to extend their lifespan and avoid unnecessary disposal.


Recycling plays a crucial role in the circular economy by diverting materials from landfills and reintroducing them into the production process to create new products.


This aspect involves designing products and processes that positively impact the environment. It includes practices like using renewable energy sources, regenerating ecosystems and investing in sustainable agriculture.


How Circularity Addresses ESG Challenges

Environmental Impact (E)

Circularity reduces the consumption of raw materials and decreases waste generation, resulting in lower carbon emissions and a reduced ecological footprint.
It encourages the use of renewable resources and the adoption of eco-friendly practices, promoting overall environmental sustainability.

Social Impact (S)

The circular economy fosters local job creation in repair, remanufacturing, and recycling industries, supporting economic development and social well-being.
It can also lead to better working conditions, especially if businesses prioritise fair labour practices and ensure the well-being of their employees.

Governance (G)

Adopting circularity as part of your strategy often involves transparency and cooperation across the supply chain. Businesses can enhance their governance practices by ensuring responsible sourcing and tracking material flows.
Engaging in circular economy initiatives showcases responsible leadership and long-term thinking, which can attract responsible investors and stakeholders.


Resilience and Risk Management

Embracing a circular economy can help businesses diversify their supply chains, reduce exposure to raw material price volatility, and become less dependent on scarce resources. Circular practices can appeal to environmentally conscious consumers, boosting brand loyalty and reputation.
Adopting a circular approach can also drive innovation, as businesses may need to rethink their product design and production methods.

For small businesses, incorporating circularity into their operations can be a cost-effective and practical way to address ESG challenges. By considering the lifecycle of products and materials and implementing measures to reduce waste and resource consumption, small businesses can contribute positively to sustainability and their bottom line. Moreover, adopting circular practices can align a business with the increasing demand for sustainable and responsible products and services in the market.

Incorporating ESG into a small business doesn’t necessarily require a complete overhaul; instead, it can be a gradual process of identifying areas for improvement and taking steps to implement positive changes. Small businesses can align their values with those of customers and investors, creating a more sustainable and responsible business model.

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Top crisis management tips

Top Crisis Management tips

Article by: Sara Pantaleo

When an unforeseen negative event occurs, crisis management is the application of specific strategies by an organisation to prevent further damage.

Every organisation will inevitably face a significant crisis at some point, and plenty of minor obstacles often occur. This means having an effective response strategy for when things go wrong is crucial to ensuring your company remains calm during difficult times or when faced with adversity from outside sources such as natural disasters. Preparing for a crisis is the key to getting through a significant crisis to the other side.

Maintaining stability on both sides: internally between employees while externally towards clients/customers, helps avoid potentially more significant problems than the ones faced during a crisis or even lawsuits down the line.

The company’s CEO is getting hired away by a competitor. The floods shut down your factory for a month. Getting orders from suppliers that are far away during COVID and sometimes impossible to fill. A social media post has been made in poor taste. Any of these things and more can put your company strategy at risk.

A plan before these things arise will help you navigate uncharted waters. Here are our top crisis management tips:

Cris Management Plan

Have a crisis communication plan  

In an emergency, the need for communication is urgent and essential. The best way to handle a crisis is with a practical and well-thought-out communication plan ready to roll out at a moment’s notice when an emergency strikes. When a business is faced with an emergency, it needs to be able not only to respond promptly but also accurately and confidently. The information must be shared in a way that is tailored to each specific audience.

How a business handles an incident can have lasting effects on its public perception. A crisis communication plan will help you navigate communications effectively.

Anticipate the worst        

When planning your crisis management strategy, anticipate the worst; this will have you extra prepared. Outline all the scenarios your company could face. You need to foresee and plan for these potential occurrences because they may happen. Having a more specific sense of them will guide your planning. Make sure to cover a broad range of risks in your planning, such as natural disasters and cyberattacks.

Have a management plan

Having your team part of developing the crisis plan will help them identify potential threats and know what steps they need to take in response and when these responses are triggered. Developing crisis plans is a great way to help your team feel more confident and in control during difficult times. Being prepared will also give you peace of mind, knowing that if something happens, there’s an action plan ready for use.

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Why it pays to have a crisis management plan

Why it Pays to Have a Crisis Management Plan

Article by: Sara Pantaleo

Many companies fail to plan for crisis situations because doing so takes time and effort.

But what happens when you have no idea how your company will react in an emergency? It can be devastating! That’s where scenario planning comes into play – it allows businesses to prepare for scenarios such as natural disasters or technical outages… Assessing potential threats that may occur will help us have a plan in place so that your company is prepared to react fast if a crisis should arrive.

Anticipate threats   

When a crisis strikes, organisations that have planned for threats are better able to react quickly and efficiently.

By identifying what vulnerabilities might exist, we can hopefully prevent any future incidents from happening.

Danger Zone

Avoiding threats     

The benefits of crisis management scenario planning are many. It’s not just about being better equipped to respond when incidents happen effectively. Still, it can also help teams identify potential threats before they arise so threats can be eliminated before becoming something that impacts the business.

Avoiding threats

Improve outcomes

Confidence in your organisation’s ability to handle incidents is critical. Planning for them reduces the chance that you’ll be caught off guard, which means better crisis management solutions and, ultimately, more successful responses and outcomes.

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Ensuring your crisis management plan is ready for quick deployment

Ensuring your Crisis Management Plan is ready for Quick Deployment

Article by: Sara Pantaleo

The unexpected can strike at any moment; this is why you must have a crisis management plan ready for rapid deployment at a moment’s notice. Crisis management is necessary for any business because your team won’t be prepared when the unexpected happens without it.

Confidence in your organisation’s ability to handle incidents is critical. Planning for them reduces the chance that you’ll be caught off guard, which means better crisis management solutions and, ultimately, more successful responses with fewer negative impacts associated with the incident.

Creating a crisis management plan

A fast and efficient response to an incident is what you’ll get when you create a crisis management plan. The best way to handle a crisis is by having an effective strategy in place. A proper management system can save you time and money and help avoid the negative effects of responding quickly without thoughtfulness or forethought about what should happen next! The goal of a crisis management plan is to minimise damage, calm nerves and restore operations as soon as possible with minimal interruption.

Planned response in a crisis

A planned response improves the outcome.  

By having a crisis management plan ready to go. Your crisis response team is prepared to take action at any time. They will have detailed plans for each person who might need help during a crisis. These procedures can be carried out automatically once activated by the protocols that define them! With this planned response in place, handling any incident will go smoother, and the outcome will be more successful.

Coordinated response

Review and update

You should also review your crisis plan every year or whenever there are changes to the risks it addresses. By reviewing and updating often, you will be prepared for whatever threats may come your way.

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What does a crisis management plan include

What does a Crisis Management Plan Include?

Article by: Sara Pantaleo

Crisis management plans are all about minimising the damage, calming nerves and restoring operations as quickly as possible with minimal interruption. The very future of your business could depend on a crisis management plan.

You need an effective and tailored plan to your organisation’s needs to manage a crisis. This article provides the key elements of such plans.

Risk analysis

Risk analysis  

The first step in preparing for any crisis is assessing what could go wrong. Work with members from leadership, your team and other key stakeholders to start listing all possible threats or vulnerabilities that might impact the organisation’s business function and strategic plans.

Once you’ve pinpointed these potential threats, start looking at how to respond effectively to each one to be prepared and find success should they occur!

Triggers for activation     

When people first respond to crises, they often do so with confusion and inaction. Your plan must identify what will trigger the activation of a crisis response plan to ensure as much clarity as possible during a trying time.

Response to crises

Action plans

A solid action plan ensures that your team can follow a plan when an emergency strikes to provide the best possible outcome—having a plan avoids reacting to emotion and stress, which is common in crisis. Your crisis response team will be on standby and ready to take action anytime. They have detailed plans for each person who might need help during a crisis event, which can be activated automatically by the protocols that define them! This means you’ll handle things better—and with more success–because of how prepared they are. Being prepared is your best protection against disasters.

Need help creating a crisis management plan? We coach and mentor business leaders to guide them toward the best plan for their organisation.

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The elements fo a business crisis to be prepared for

The Elements of a Business Crisis to be Prepared for

Article by: Sara Pantaleo

When a crisis occurs, it’s essential to have an idea of the different elements you’ll face. You need an open mind and be receptive so you can quickly respond with action when required, most during times of surprise and threat!

Managing crises is essential to ensuring that organisations, their stakeholders and the general public are not harmed. A successful response to a suddenly developing situation will help avoid or lessen any negative impacts on these groups that could result from being handled poorly.

Crisis can take many different forms-from natural disasters like floods, a network data breach or even a public relations type crisis due to an ignorant social media post.

A plan to best deal with emergency elements is the key to minimising crisis event severity.

The key elements that make up a crisis are:

Threat to the business    

The first step in preventing damage from occurring to an organisation begins with finding where those risks lie regarding possible future threats. Anticipating threats will help reduce the impact of any threats that may arise. A threat is a critical element of a crisis so dire that it will require swift action to see your business come out the other side in a positive light rather than a negative one.


Element of surprise

Despite the best preparation and crisis management planning, it will still take you by surprise when an emergency occurs. Often we think something can’t possibly affect our business until it does. The element of surprise makes responding tricky territory without a plan and often results in a poor public image due to how an incident was handled. A solid crisis management plan ensures a better outcome and often improved loyalty to your brand due to the proactive handling of the situation.

Short decision time

The short decision time that comes with an emergency often causes organisations to slip up when making decisions under such pressure. A crisis management plan ensures you know when to trigger a response and what response is needed. It will ensure no mistakes are made due to responding on the go.

Decision time

As a business coach and mentor, we can help you create a crisis management plan and prepare your business to be prepared.

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Main steps for creating a crisis plan

Main Steps for Creating a Crisis Plan

Article by: Sara Pantaleo

A crisis management plan is essential for any business, especially dealing with the public. This documents how your company will react to various situations and should be well thought-out to help avoid further damage or loss. An effective, well-crafted crisis plan is the best way to restore operations after a crisis. This may seem like common sense, but it’s essential for any business today, where anything can happen at anytime! A properly designed plan will allow you and your staff members who are knowledgeable about the situation to handle things as quickly and smoothly as possible.

Having a crisis management plan is essential because, without one, stressed people may make poor decisions and unintentionally extend or worsen the situation.

The main steps to create a plan are:

Risk assessment & business impact analysis

You can never be too prepared for anything. Ensure you and your team have identified all possible threats or vulnerabilities that might impact the organisation’s business function and strategic plans.

Think of the worst-case scenario that you think could happen in your organisation. Having this in a more specific sense will guide what steps must be taken next!

Emergency Exit

Response planning

To ensure that your response plan is activated during a crisis, you must identify what will trigger this activation. To be prepared for any emergency, it’s essential to document how your team will act in various scenarios. This includes assigning responsibility for each task and determining who is responsible. You will also want to plan how you communicate during a crisis to avoid any hiccups in the heat of the moment. To avoid a chaotic situation, crisis teams need to establish systems and backup methods of communication. This includes collecting contact information for all team members and anyone they might need to call upon, including outside consultants or subject matter experts, in case something goes wrong during an emergency.

Response team


To stay on top of your plan, you need a structured review process that ensures regular follow-ups and check-ins. Keeping a crisis management plan up to date is essential to running your business. As the environment changes and new risks arise, you’ll need to update this document to reflect any recent developments in risk assessment and how best to prepare for them should something happen.

A business coach can help you with preparing and documenting a Crisis Management Plan. Ask us how.

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