Business Owners: This is exactly the time to focus on local advertising and marketing

Ronit Leon: We fulfilled a vision and opened an importer store

“My family business was started by my husband Rafi, my father-in-law and I 20 years ago. In the beginning we focused mainly on marketing cleaning materials and paper products for institutions, clinics, factories, restaurants, hotels and more. In 2012 we expanded significantly after one of our suppliers collapsed and purchased Its import line, which also included animal preserves, brooms, wipers, toilet facilities, disposable utensils, etc. We import many products from Turkey, but also work with suppliers from the UK, Germany, Belgium, Italy and the Far East.When the Corona arrived, they worked “Here are 16 people – drivers, warehousemen, salesmen and an office. In the first closure, we took them out to the IDF, but since then we have returned most of them, because we are defined as a vital business.”

“In the middle of the first closure, we went through a stressful period after we had to leave the previous place in Moshav Ginaton because of the new law that prohibits businesses from operating in the moshavim. Luckily, we found a warehouse in our city of 1,200 square meters and turned it into a bonbonniere. We have always had a vision to open an importer store that will also allow private customers to purchase products at discounted prices from the importer to the consumer, and with the move to Yehud we have fulfilled this vision. This is a store that also has gifts and packages invested in employees, care and pharma products, equipment and decorations for birthdays and more. Because most of the large and institutional customers are still closed or have not returned to full operation, the store is helping to increase our cash flow. “

“It was not easy to move from a warehouse in Moshav to an industrial area in the city, when you had to pay five times for both the rent and the property tax. On the other hand, the residents of Yehud are very supportive of us, and we manage to build a loyal and very nice customer base. “I understand that there is an exercise of social justice here.”

The author is a co-owner of “Import Rape Ltd.” 11 Avraham Giron St., Yehud. Tel: 053-5112238.

Ronit Leon Rape Import Ltd. (Photo: Private)

Tzachi Levy: I jumped glasses for customers at home

“I am an optician, optometrist and orthoptist by education, and I opened my optics store in Ganei Tikva in 2000. I perform vision tests, fit glasses and specialize in contact lenses for youth and multifocals, and most of my clients are from the Ono Valley and the central region. , But when the first closure began, I left one of them and took the others out to the Khalat. Since the store is considered an essential business in the field of health, we remained open throughout the period. “

“In the first closure there was not much to do, because people were afraid to leave the houses then. So I sat in the store and answered the phones from morning to noon and then I closed and went home. After the first closure the situation improved a bit, but then came the second closure of Tishrei Now we got out of it was the most difficult, because Ganei Tikva was defined as a ‘red locality’. There was a situation where customers ordered glasses but could not leave their homes or were afraid to come and pick them up because they were afraid of contact with other people. Between the houses. “

“When I look at the balance sheets today, I see a 50% drop compared to the period before the corona arrived. Part of that has to do with the fact that I work with several government institutions, which were also disabled. There were also cases where I gave up sales because it was important for me to keep the rules “That is, to bring customers into the store one by one and check them in the safest way possible. I hope that once the winter is over the work will start to return, because the strong seasons of my business are spring and summer – from April to October.”

The author is the owner of Optica Tzamarot, 78 Hagalil St., Ganei Tikva. Tel: 052-3644884.

Tzachi Levy Optics Tops Ganei Tikva (Photo: Private)Tzachi Levy Optics Tops Ganei Tikva (Photo: Private)

Nir Shafir: Build a work plan for leaving the quarantine

Think before you act. The third closure has been lifted, and here we are already returning to day-to-day business operations. On the one hand, we strive to increase sales to cover the loss of revenue and losses of quarantine periods in the past year, and on the other hand we do not want to reduce the profit. Therefore, I suggest stopping for a moment before the start of the race and building an orderly work plan for the business. This plan should include, among other things, various goals and tools for increasing sales, such as advertising and promotions for customers, building a system for controlling direct expenses and determining the desired gross profit for the business in its current state. In addition, a weekly check must be performed on a regular basis, in which we will check time and time again whether we have met the gross profit that we defined in our work plan.

The writer is a business and management consultant

Nir Shafir Corona Hapoalim Consultant (Photo: Private)Nir Shafir Corona Hapoalim Consultant (Photo: Private)

Sigalit Michael: Define and reach additional target audiences

The corona crisis hit many industries in the economy, including the trade industry, and business owners found themselves in complete uncertainty, with most of them forced to close the business intermittently and expel workers to the Knesset. Even those defined as vital were required to adapt to current guidelines and conditions. Challenging many business owners to reduce costs and streamline business, and on the other hand reinvented themselves with out-of-the-box thinking and creativity. They were able to adapt to changes, increase sales and reach more and different target audiences. For example, reaching private customers and increasing market share – from wholesale to retail, advertising And local marketing with an emphasis on the residents of the area and providing solutions for home deliveries.However, the business activity must be in parallel with the financial management.That is, continue to maintain an orderly flow that will help you conduct yourself properly and succeed in the period.

The author is a commercial banking manager at the Yehud branch of Bank Hapoalim

Sigalit Michael, Head of the Business Department at the Yehud Branch at Bank Hapoalim (Photo: Private)Sigalit Michael, Head of the Business Department at the Yehud Branch at Bank Hapoalim (Photo: Private)

Against the background of the ongoing struggle in the economy with the corona crisis, Maariv and Bank Hapoalim in a special section, which aims to reveal and accompany business stories from various industries, and provide knowledge and guidance for optimal coping in times of crisis and uncertainty. Every week we will present you business stories from different fields and regions, along with professional tools and tips on how to succeed in business and finance during this challenging period. The information is correct at the time of publication, and does not constitute advice or a substitute for advice that takes into account the needs of each person and is tailored to him personally.
The above does not constitute a credit offer, granting a loan and / or deferral of payments subject to the approval of the Bank and its terms. Failure to repay the loan could result in arrears interest charges and enforcement proceedings.

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