5 Ways To Help Your Business Survive And Thrive In 2025

Forbes

25-06-2025

Jennifer Palmer, CEO of JPalmer Collective, helps high-growth companies—especially women-owned—thrive with financing and partnership.
No one hates economic uncertainty more than the business community. In 2025, the market has been extremely volatile with negative growth in the first quarter. The fallout from trade wars is predicted to lead to slower U.S. growth, and there are even talks of an impending recession. While no one can foretell what will happen in the next few quarters, volatility will remain.
As a financial leader who has weathered numerous storms, here is what I recommend businesses consider to prep their companies for inclement weather.
1. Take your red pen out.
Like you do for your home finances, now is the time to trim costs carefully. Every company falls into lax spending patterns.
Owners and leaders must determine which costs are critical to running the business and which can be put on hold until the financial future looks better. The off-site for the team you were planning may need to be relocated to your office, or the conference your business planned to attend may be changed from exhibiting to meeting one-on-one with potential customers.
2. Finance for the future.
It may seem counterintuitive, but downturns are the right time to be thinking about how to finance your business, renegotiate a current loan or expand the dollars you are receiving. By seeking a financing solution, the money helps bridge any downturn in business, enables you to pursue new manufacturing avenues and doubles down on your existing company relationships.
3. Reinforce customer relationships.
Your customers are likely struggling to navigate the new financial waters. Reach out and ask how you can help them, and make sure you deliver the best products and services on time and within budget. Brainstorm ways to streamline processes and reinforce the partnership you have built.
4. Plan for contingencies.
Now is the time to plan for different scenarios—from best case to worst case. Sit down with your management team, discuss what would happen if X happened, and plan. This may not be very comforting, but bringing others together to strategize on different situations will demystify what senior leadership thinks and plans for the future.
Many businesses that rely heavily on imported products are preparing for tariffs by front-loading orders. Others are trying to garner goods from countries that are not facing stiff tariffs. One thing is very clear: While consumers may not feel the sting today, the holidays pose a potential for steep price increases or empty shelves due to a lack of inventory.
5. Focus, focus, focus.
Businesses should pay close attention to their core products. While something shiny and new is always exciting to introduce to the market, the products supporting the business should now be given even greater care and feeding.
Carefully consider the channel partners you work with and ensure you are in close communication with them on pricing. Consider value pricing to give loyal consumers more ways to enjoy your products by purchasing larger sizes for the most value.
Weathering The Storm
These are turbulent times in the business world. As owners and leaders, we need to do everything we can to stay the course and make smart decisions for the short term to ensure we are all here for the long term.
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