Summer is a decisive period for many entrepreneurs who operate seasonally and concentrate, in a few months, the income that sustains the business throughout the year. Inserted in a context of high demand for products and services typical of the season, these entrepreneurs need to maximize sales in a short period of time.
For other profiles, the season also represents a strategic opportunity to increase revenue and guarantee extra income.
As it is a period marked by increased consumption and greater circulation of people, summer is consolidated as a strategic opportunity for small entrepreneurs to increase revenue and strengthen their businesses.
With high temperatures and greater propensity for impulse purchases, the season requires planning, product adaptation and efficient communication with the public.
Given this scenario, we have put together practical tips to help small entrepreneurs explore the season’s full potential, as well as strengthening relationships with customers and preparing the business for the following months.
For Luciano Lopreto, commercial director of Vinícola Góes, says that success in the summer depends on attentive and strategic management. He explains three crucial points:
- Consumer attention – to thrive in the summer with competitive advantages, small entrepreneurs need to be aware of customer behavior, which becomes more volatile at this time of year, especially under the influence of social networks. Quickly identifying desires, demands and trends, such as the search for more refreshing, healthy and visually attractive products, as well as services that offer convenience, easier delivery and clear communication, is essential to delivering solutions aligned with consumer expectations.
- Strategic communication – another fundamental point is investing in an efficient communication strategy. It is not enough to rely on products associated with well-being and quality of life; It is necessary to communicate these attributes in a clear, educational and inviting way, highlighting benefits, reliable origin and innovation. Information that proves health benefits, when available, helps to strengthen the perception of value and the relationship of trust with the customer.
- Efficiency in operation – a determining point in a scenario of scarcer resources. Working with lean stocks without compromising availability, maintaining a portfolio appropriate to the period, ensuring agility in service and adopting strict controls are essential practices. In this context, greater proximity to the consumer and the ability to adapt quickly can become competitive advantages compared to larger businesses.
“Small entrepreneurs need to closely observe customer behavior, which today changes quickly, largely because of social networks. Identifying trends, investing in clear and efficient communication and seeking maximum operational efficiency, with lean stocks and agile processes, can make all the difference. Anyone who can combine proximity to the customer and speed in decision-making turns summer into a great opportunity for growth”, he reinforces.
The CEO of the Rochinha ice cream brand, Lupercio Moraes, indicates:
- Reach summer with the operation completely revised – according to the executive, the cold chain is the heart of the business and cannot fail. “Freezers, cold rooms and the entire refrigeration structure need to be impeccable before the season. In the winter, the equipment is idle, but in the summer they work at their limit. A well-done preventive inspection prevents losses and breakages precisely at the time of greatest demand”, he explains.
- Prepare the store as a whole – enter spring-summer well stocked, with planned stocks, a well-maintained environment and trained staff. “An organized store, up-to-date maintenance, attractive visual communication and a prepared team make all the difference. It is during this period that the retailer needs to generate margin to sustain the rest of the year”, he states.
- Advance planning – in very hot summers, like the recent ones, it is common for industry to have supply difficulties. “When the heat is excessive, the system can collapse and there will be a lack of product. Those who didn’t prepare in advance lose the chance to earn more. The secret is to organize in autumn and winter to be able to surf the summer in the best way possible”, he concluded.
