Two years ago: Choose a new direction for Gorilla Gesund
Two years ago, my company was at a crucial point: Should we close down or take a leap of faith? An important client, who was our main source of income, went bankrupt and was taken over by a larger company. At the same time, we were working on launching a new pillow brand, Gorilla Gesund, but the project was still too small to sustain the company. To make matters worse, my business partner also decided to leave the company.
"After months of consideration, I decided to continue the online sales activities that we had taken over for our client directly under my company. This meant that I had to take everything on alone and without employees, but it was the only option. I adjusted all work processes to the new direction of the company and took on the administrative tasks as well as the accounting that my former partner had neglected."
Realignment towards health products
The new goal was to establish health products as the main line of business. The already introduced pillow brand was supplemented with medical supply products. Since we were not yet collaborating with health insurance companies, we could not accept prescriptions, but we still had to stand out.
"After some consideration, I decided that we should focus on understanding and meeting the actual needs of our customers. During my time at the medical supply store, I learned that people were not looking for decorative items or gifts, but for products that are truly necessary in everyday life. However, many large medical supply stores could not really empathize with the needs of the customers, as their organizations were too large and the tasks were processed too mechanically. So I decided that we should focus on understanding customer needs and providing solutions to them."
Four Principles for Implementation
"First, we focused on offering high-quality products. Through my experience, I knew which brand products had high customer satisfaction and a low return rate. Initially, we didn't have many products, but we gradually expanded our range with selected products."
Secondly, we aimed to improve the quality of the content. Since online sales were our main communication channel, we invested a lot of time and effort into the website content. Instead of simply adopting the manufacturers' catalog content, we integrated customer examples and questions to design the product pages. We analyzed returns and alerted customers to potential issues so they could make informed purchasing decisions.
Thirdly, close communication was a central component of our work. Even though many processes are automated online, human adjustments are often required. When there were delivery delays or production bottlenecks, or when products had defects, we proactively informed the customers and found solutions together.
Fourth, we wanted to get closer to the customer and solve their problems with empathy. If a product could only be delivered to the curb, we contacted local moving companies to enable delivery to the front door at a reasonable price. Even if the height of a walker was inconvenient, we solved the problem through custom manufacturing by modifying the wooden part of the seat.
First successes and challenges
The first changes in the first year were challenging, but they brought initial positive results. Even though there was no significant profit yet, I was able to cover the costs and validate the direction of the company. In the second year, it continued with many difficulties, but we managed to hold on every month, and now we are about to close the year.
Of course, we could not meet all customer expectations. Some were dissatisfied with our products, while others were frustrated with delayed deliveries. In such cases, I tried to explain as best as I could and offer solutions. There were also customers who, despite the problems, gave us grateful feedback. These moments motivate me to keep going.
There were also challenges with paying customers. One customer ordered an electric mobility vehicle worth almost 1000 euros but did not pay. However, we found out that he was in a difficult financial situation. Through personal communication, we found a solution where he could make the payment in small installments. Even though this was a loss from a business perspective, it was important to me to address the customer's needs and find a solution.
Glimpse into the Future
In times of economic uncertainty in Europe and Germany, it is not easy to run a business. Nevertheless, I want to continue to move forward because I want to instill trust in our customers and contribute to society in a small but positive way. My company is still small, but through continuous commitment to the needs of our customers and a focus on sustainable growth, I hope to continue to be successful on this path.
Hyoun Wook Song
Customer service representative | Managing Director
Gorilla Gesund
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