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3 steps Houston entrepreneurs need to take to find opportunity during a crisis

Tomorrow, August 21, is World Entrepreneurs' Day, and it comes during a trying time for entrepreneurs everywhere. Here are three tips for business leaders operating during the pandemic. Photo via Getty Images

As company leaders approach the fourth quarter of 2020 and plan for 2021, many accept the fact that Houston's business landscape may look a bit different moving forward. Instead of the pandemic becoming a paralyzing force, new and eager business owners are committed to incorporating creative solutions.

These innovators have found ways to focus efforts to better serve customers in the transitioning economic landscape. The shift opens the door to new opportunity, and while the business outlook continues to evolve, some argue that times of crisis provide just as much, if not more, opportunity for entrepreneurs to find their footing. The past has shown that organizations can grow when faced with adversity and their resiliency in the earliest stages helps create a sturdy foundation.

According to the United States Bureau of Labor Statistics, twenty percent of small businesses fail within the first year, and by the tenth year, only about a third of businesses have survived. While these numbers may be intimidating to a new business owner, the measurements have proven consistent over time. This means success rates are less dependent upon the state of the economy and more dependent upon the creativity and drive of the entrepreneur leading the efforts.

Times of uncertainty and economic change bring focus to new obstacles, expose weaknesses in business structure and highlight the need for innovation. Strategic entrepreneurs can capitalize on these opportunities by introducing solutions that respond to the current reality consumers face. In honor of World Entrepreneurs' Day on August 21, below are steps to consider when launching a business during a time of crisis.

Plan for current conditions

It is always important for new business owners to plan for the future and be flexible enough to adjust them to the current environment. If a five-year plan is based on the premise of business returning to its pre-COVID-19 scale, the entrepreneur will likely face substantial challenges in the future.

Business plans should incorporate solutions to areas of weakness that have been brought to light by recent events. It may also be helpful to seek customer feedback early in the company's lifecycle to ensure audience opinion serves as a cornerstone in ongoing strategic development. Understanding if the business's premise will drive value and benefit consumers, even in difficult times, can help the organization prepare for future crises.

Identify gaps

In many ways, the pandemic identified business strategies that may no longer be relevant and provided insight into the economy's future. New entrepreneurs hold the advantage of witnessing what worked, what did not and applying the new knowledge to their plan.

The importance of flexibility, adaptable services, a strong digital brand presence and solid SEO practices all proved critical to a business's ability to remain both relevant and successful this year. When starting a company in times of economic uncertainty, identifying ways to bridge gaps and capitalize on windows of opportunity can help establish a competitive edge early on.

Seek out support

It is no surprise that, especially in the early stages, running a startup may be overwhelming. It is key for small business owners to feel comfortable asking for help and to seek out support early on. Consider joining business networks and local industry alliances to learn from others. Particularly in times of crisis and uncertainty, it can be beneficial to learn from seasoned professionals, as well as peers, and to welcome support from others who have found success during trying times.

Business support can be advantageous as well. While outsourcing may appear costly, the value of industry experts to assist with marketing strategy development, human resources and benefits, or financial management can be highly beneficial, especially in the development phase.

The early stages of an organization can make or break the success of a company, and though many questions surround the state of business during times of uncertainty, the entrepreneurial opportunity is still available for small business growth and success.

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Jill Chapman is a senior performance consultant with Houston-based Insperity, a leading provider of human resources and business performance solutions.

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Building Houston

 
 

Hines announced another flexible office space planned for downtown. Image courtesy of Hines

A new downtown Houston skyscraper that's on the rise and expected to be completed by the end of the year will offer flexible office space.

Texas Tower will feature The Square, Hines' flexible office product, the international real estate firm announced with Ivanhoé Cambridge. The 18,000-square-foot space will provide "elevated level of service and amenitization akin to a hospitality environment," according to a news release from Hines.

"We recognize the way our tenants conduct business is rapidly changing. The Square at Texas Tower will provide the highest quality flexible work experience in the market supported by an unparalleled dedication to service and integrity. Its offerings accommodate tenants' temporary teams, task forces, and expansions, and welcomes collaboration and variability," says Hines Senior Managing Director John Mooz in the release.

The Square is scheduled to open in early 2022 in the LEED Platinum office building that's being designed by Pelli Clarke Pelli. The flexible space is a result of a collaboration between Hines and Montreal-based firm, Ivanhoé Cambridge.

"We are thrilled to offer this signature workplace service in Texas Tower," says Jonathan Pearce, executive vice president of leasing and development, office and industrial at Ivanhoé Cambridge. "We have listened to our tenants and understand their need for flexibility of service, duration and built environment. As owner of Texas Tower and long-standing partners with Hines, we thrive to put forward innovative solutions such as The Square, to elevate and support the user experience of our customers and their employees' engagement, attraction, retention, and development."

Hines introduced its coworking concept — Hines² — a few years ago. Hines² already is up and running at two locations: 717 Texas, a 33-story Class A office tower in Houston, and The Kearns Building, a 10-story office building in Salt Lake City. As Hines looks to continued expansion, future cities may include Atlanta, Chicago, San Francisco, Washington, DC, and London, per the release.

The Square's first Houston location opened in 2020 at 717 Texas Ave. Image courtesy of Hines

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