1. Being open, honest and transparent with your customers while staying on-brand is critical here. A note at the top of your website or online platform works well: “We are deemed an Essential Business. This means we are open during the Lockdown with extra precautions in place including ….”

2. What is the cost of pivoting to the new sector? And how does that look relative to what you can afford right now? Is the fast growth proven and evidenced based or a gut feeling? If there is low cost to start up and clear sales opportunity then go for it. Build strong online sales channels as you go so that you can continue to sell if we swing in and out of Level 3 and Level 4.