The businesses that grew precisely during the Corona period; How did they do it?

Eli Naoi Adel Outdoor Pools Hapoalim Corona (Photo: Yachz)

We brought forward the orders from abroad / Eli Naoi

“I founded the company 12 years ago with my partners Alon Ben Shabbat. We both came from the field – I would build pools and Alon is responsible for the development around – thin wood, grass, stones, etc. So we decided to join forces and offer customers a complete solution for pool development. We have to run after the various contractors and professionals and coordinate between them, but we centralize the whole shell for them. In recent years we have identified a demand for column pools that you assemble yourself at home, and at the same time we opened a store in Ashkelon that offers pool accessories for private customers and installers. is very.

We import the pools and related products from Spain and China, and some buy in Israel. The demand was insane because people did not have a sea or a pool in a hotel or travel abroad, and the money that became available to them they invested in houses and yards.

“Fortunately, we entered the corona period with a lot of goods in warehouses, and following the increase in demand we were able to sell almost all of it. For this purpose we upgraded our delivery system. We also identified a demand for sports products that children can employ in closures, like trampolines and table tennis and snooker. We entered the store.It’s good for a seasonal business like ours, which is characterized by declining activity in the winter months.Now we are dealing with price increases in the field of maritime transport and the problems of availability of imported goods.Because we identified this problem in advance, we advanced orders from abroad by several months. We bought large quantities in advance when we used the bank for this purpose, and so it turned out that we started the current season on the right foot. “

The author is a co-owner of Adele Swimming Pools. Ushiskin 5, Ashkelon. Tel: 053-6113600

Yuval Sela Tunis Carmel Direct Outdoor Hapoalim Corona (Photo: Yachz)Yuval Sela Tunis Carmel Direct Outdoor Hapoalim Corona (Photo: Yachz)

Strengthening the distribution system paid off / Yuval Sela Tunis

“The company was founded in 2003 by my cousin Tal Halperin and I, and later Carmel Music joined. We import super brands in the barbecue and outdoor kitchens industries and represent the Canadian company Napoleon in Israel, which is one of the largest in the world in the gas grills. We also import and market electric grills and charcoal. , Tabuns, electric smokehouses and charcoal, as well as peripherals such as knives, tongs, smart thermometers, etc. We market about 3,000 products from more than 20 manufacturers in our four points of sale in Haifa, Herzliya, Rishon LeZion and Kibbutz Gezer, and about 400 points Distribution throughout the country.

“On the eve of the Corona, we employed 35 workers, and even then we felt that there were problems for manufacturers around the world and orders began to be delayed. Although there was pressure from our accounting to release workers to the IDF, we actually saw another trend in the industry. In practice, this is what happened. The demand for our products was amazing and we experienced an annual growth of 80% in turnover, and the number of our employees also increased to 60. This, by the way, is a trend that continues to this day. Since we also market gas cylinders, we were considered a vital business, and our branches were open throughout the period. At the same time, we offered customers both free home deliveries and more convenient deployment conditions, and these two moves helped us make ourselves accessible to them.

“In the past year, we have strengthened the distribution system and moved to an advanced logistics center on an area of ​​4,000 square meters in Kibbutz Gezer. In addition, we have expanded activity on our online site – and sales have increased by tens of percent. We are now facing difficulties and price increases in global transportation, and a shortage of raw materials from which manufacturers suffer. This period taught me that in every crisis there is also an opportunity. We looked Corona in the eye, we conducted ourselves in a marketing and logistical manner, we did not stop developing – and it paid off for us in the end. “

The author is a co-owner of “Carmel Direct – Super Brands for Home and Garden”. You. Kibbutz Gezer. Tel: 072-3946666

Itai Tzur, Business Consultant (Photo: Yachz)Itai Tzur, Business Consultant (Photo: Yachz)
The increase in income can deceive me

The corona plague has significantly changed the consumption habits of households. Families who were forced to stay in the country instead of going on vacations abroad, invested their free money indoors – and significantly in the garden and yard as well. Demand for pools, gas grills, game tables, etc., has skyrocketed dramatically in the past year and a half, and demand continues to grow. , This trend allows them to significantly increase the company’s revenue.

However, it is important to emphasize that this growth requires structural changes and investment in enterprise infrastructure, such as a wider distribution array, large storage areas will be left over and more. Growing too fast, without proper infrastructure, can lead to severe problems in the company’s long-term functioning. On the other hand, the sharp increase in revenue may also deceive and lead to a large increase in headquarters and fixed expenses, so that if the same increase appears in the future as temporary, the company may incur losses. It is therefore imperative to perform an in-depth examination of the data with different scenarios, thus ensuring that even in extreme scenarios the company can provide good service to its customers and remain profitable.

The author is an expert in consulting and training business skills and a lecturer at the Center for Financial Growth at Bank Hapoalim

Yael Haziz, Bank Hapoalim (Photo: Yachz)Yael Haziz, Bank Hapoalim (Photo: Yachz)

Important financial knowledge for growth / Yael Haziz

The corona crisis has exposed business to a new reality, and this challenging period has created new business opportunities. Therefore, it is recommended to adapt the business activity to the changing reality of running and operating the business. For example, when sitting down and creating the business plan, one should try to reduce business expenses and at the same time think about avenues for economic growth. This can be done by selling additional products tailored to customer demand during this period, by increasing online sales by developing the website and distribution system – to acquiring financial knowledge for proper business conduct.

In addition, it is possible to expand in the field of online sales by tracking benefits for business owners and also in consultation with experts in the field of ecommerce. Through the Financial Growth Center, we offer free content and courses for business owners looking to learn how to upgrade their business capabilities and how to go digital.

The author is the manager of the Gur branch, Ashdod, at Bank Hapoalim

Against the background of the economy’s dealing with the challenges of the Korona, 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 foregoing does not constitute a credit offer, granting of a loan and / or deferral of payments subject to the approval of the Bank and its terms. Failure to repay the loan may result in a charge on arrears interest and enforcement proceedings.


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