As the coronavirus spreads, and individuals are urged to stay within their own environments, select businesses remain among the only spaces still open to the public. As a result, those workers deemed ‘essential’, shift to the front lines of a critical period in public health.
This pandemic is evolving quickly; so too must the entrepreneurs mobilizing change.
For London-based serial entrepreneur, real estate developer, and startup investor, Diana House, it’s sitting on the edge of this new landscape that fuels her business ventures.
“A few weeks ago, when the world was on edge, I did not feel called to go about my businesses as usual. I knew I needed to throw myself into service,” she recalls. In a climate where change is overwhelming our ecosystem, entrepreneurs across sectors are seeking new ways to pivot operations and repurpose innovation in order to join the global fight. No stranger to this mentality, House took her business acumen and lightning pace to work.
Her latest venture, Go Fog It (GoFogIt.com), spotlights an innovative pivot for a long-established technology. Fogging as a practice has been around for a very long time. Often used as a means to neutralize odor, mould, and pests, the method includes preparing a chemical solution and spraying this fog among an enclosed space, allowing for even, uninvasive distribution into hard-to-reach areas.
Due to the unprecedented outbreak leaving concerns over the safety of public spaces, and a demand to thoroughly and efficiently clean them, the method has been repurposed to suit the needs of the greater population. Adapted by industries and nations among the first affected by the novel coronavirus, this pivot is setting a new standard practice.
House calls it a “fusion of very safe, very effective technology.” Harnessing the power of a botanical disinfectant that kills 99.99% of bacteria, while leveraging a tried-and-true mechanism, she and her team have introduced a proprietary process to clean Southwestern Ontario’s spaces.
After receiving guidance from a crisis expert friend of hers in earlier days of this global situation, House knew she had to move quickly to bring this business to the region’s market. Under the direction of the experts that surround her, the team went right to work on research, due diligence, legal considerations, and any other pieces required to figure out the process.
This included rallying an all-star cast of entrepreneurs, including tbk co-founder & CEO Melissa McInerney, to come together in the race to stop the spread of an evolving situation.
In times like these, the fastest actors are the ones who can reach the right solutions. Go Fog It’s team of experts are already operational and servicing spaces across Ontario, meeting the demands of food, retail, and corporate buildings, to name a few. With movement underway to expand, the team is already poised for nationwide growth, and has set a goal to have 100 franchises in the next 12 months.
“We’re bracing ourselves for a direct hit. People with a very high sense of urgency are able to identify the problems, and come up with creative solutions, fast. The entrepreneurs I see winning are the ones who are adapting.” According to House, there are many ways for innovators to enact change and stop the spread — it’s just about being decisive and taking action.
“Too many entrepreneurs get caught up building the infrastructure. Everything is figure-out-able,” House urges. “If you find a gap, step into that gap.”
Seeking support as you identify a pivot or repurpose your technology? Our Venture Growth + Corporate Innovation advisors are ready for a conversation.