Big Take
So Your Business Went Viral. Now What?
Oct 25, 2024
Amanda Mull, a Bloomberg reporter specializing in consumer culture, dives into the unexpected challenges of viral success for small businesses. She shares the story of Leonard Schultz and his candy shop Bon Bon, which saw a massive surge in customers thanks to TikTok. The conversation highlights the chaos following viral fame, including overwhelming demand and skewed consumer expectations. Mull also discusses strategic growth and adaptation, offering insights on maintaining quality and customer engagement while navigating the high stakes of online popularity.
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Quick takeaways
- Going viral can significantly boost a small business's visibility but also leads to overwhelming logistical challenges and operational stress.
- Maintaining success after viral fame requires strategic planning to balance new customer influx with the needs of long-time patrons.
Deep dives
The Power of Going Viral
Going viral can significantly boost a small business's visibility and sales, as exemplified by Bon Bon, a candy store that saw a dramatic increase in orders following a viral TikTok video. Initially, the owners experienced overwhelming anxiety from a surge of online orders, encountering issues with inventory that left them struggling to keep up. While they managed to ramp up sales, they also faced logistical challenges, such as waiting weeks for candy shipments from Sweden. This illustrates how sudden popularity can disrupt established operational capacities and create unexpected stress for business owners.
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