The basic process is:
Risk: Fewer than the predicted number buy into the service offered.
Use marketing channels trusted by target group. Get recommendations and referrals. Build up waiting list before official launch.
Have marketing campaign ready to go. It is better to increase marketing budget than to operate below capacity. Have press advertisements ready to place, leaflets designed ready for print, etc.
Have mix of core staff and sessional employees. Start with reduced activity and reduced numbers of staff. Have finance available to subsidise short-term trading losses while market confidence is built up and activity increases.
Free download: Risk Analysis work sheet
CAN would be happy to carry out an impartial and objective risk analysis for you. We are skilled and experienced in analysing risk in the context of developing co-operatives and social enterprises.