Abstract
Small businesses and start-ups have started to open up post-coronavirus disease 2019 (COVID-19) lockdowns, but they have faced numerous challenges mainly due to changed customer preferences and the need to fine-tune business models. In this research, we study how a food-tech start-up, Conosh, reshapes its business to weather the COVID-19 pandemic and thereby try to identify important aspects that start-ups need to focus on, post COVID-19 pandemic. Interview memos are thematically analysed to identify repeated ideas, concepts or elements that become apparent. The study reveals that employees’ and customers’ safety, prudent cost management, online presence and doorstep services are key for start-ups to succeed during COVID-19. This research takes a fresh approach to identify key strategic and operational aspects that start-ups need to fine-tune in the wake of COVID-19. The case study enriches scientific research of understanding the impact of COVID-19 on organizations by offering a practical guide on how start-ups can learn and adapt by looking at how other start-ups are surviving today.
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