Unicorns, start -ups with a valuation of USD 1 billion and more, make the news everywhere. One of India’s  first Unicorns was in the news when its valuation dropped to under $10 billion at the end of May.

India has just under 10 Unicorns which include Ola, InMobi, MuSigma, Zomato and Paytm. Will their valuations drop? It all depends on how they handle a very competitive Business environment.

Today, investors are increasingly less impressed by size and more with revenues and profits. Scalability, one of the major attractions of the unicorn era (if that term can be used) can wait. Investors are now looking for the Cockroach, a business that builds itself slowly and steadily from the start and keeps a close eye on revenues and profits. Essentially, this means a  company that is resilient. Investors are looking at how start-up manage their expenditures. Cash-burn is an issue that gets flagged immediately. The Unicorn Phase is not bust but now a sustainable business model is the key factor.

In order to keep costs in check and yet be successful,  companies have to keep their strategies aligned to mission and values. It is important to keep a connect with the target audience and stakeholders.

As a content creation company, there is much that the Cockroaches can do even if they do not reach Unicorn status. Here are some suggestions from a content standpoint

1. Business is all about people: One of the best ways to do so is through an effective Internal communications strategy. This can create and sustain a sense of motivation and belonging in the workplace. Companies do not want to lose talent. A strong internal communications can help ensure this.
2. Create effective ways to address consumer issues: As more people shop online, customer service and problems redressal will assume centre-stage. Create effective systems backed by clear messaging can help. Leverage Social media effectively, host explainer videos on your site to keep your potential audience engaged.
3. Tweak and talk business strategy: A start up’s top talent should review strategies and its alignment with the stated goals. Talk about your strategy through Senior resource blogs and even Thought Leadership article. E-commerce is here to stay for the long term. Acquire the mind space that surrounds your business.
4. Update databases: Have updated and relevant customer databases. Today’s target audience comprises millennials, digital natives (those between 13 and 20) and an emerging aspirational class in their early 50s – those who straddle the digital and brick and mortar worlds, who use a Kindle and are  spending increasingly on holidays, travel, second homes and even considering second careers.

Managing your staff, keeping them invested in the business and aligned to your business goals will help you run and sustain a successful business. Leveraging the right kind of content will, over the long term help build value in your business.