Companies Around The World Are Quickly Diversifying Their Product Offering In Order To Survive Post-COVID

In the past 145 days, since the very first case was detected in Wuhan, China, COVID-19 has had a devastating impact on one country after the other. Experts have claimed that roughly 60% of the global population could become infected, if the virus is left ‘unchecked’, and economists are convinced that we are about to experience the worst global recession since the Great Depression, as a result of the novel coronavirus.

But amidst all the chaos of the coronavirus crisis, companies are embracing innovation and adaptation to such an extent that they have completely rebranded, or entirely changed their product offering. Distilleries and breweries in Australia, for example, have begun producing hand sanitizer in order to feed global demand. Meanwhile, in other countries, luxury producers have diversified their manufacturing activities to produce toilet paper, instead. A bold and bizarre move, but one necessary in order to survive as a company post-COVID.

Screen Shot 2020-04-24 at 6.20.02 AM.pngThe distillery stepped up to the challenge and has since started producing the pure alcohol that is going into the pharmacy’s own hand sanitiser.

PassRight, an immigration consulting firm specializing in O-1 Visas with offices in Poland and Costa Rica, is among those organizations which have chosen to diversify in order to retain staff and survive the post-COVID era. After the devastating realization that it would need to pause a few of its services, including its popular ISA program (a program dedicated to helping tech talent relocate to the US, free of cost through an Income Sharing Agreement); Passright’s CEO, Liran Jakob Rosenfeld, founded AisenForce to sustain the livelihoods of the PassRight staff working in the Customer Success and Marketing departments. 

The marketing and development team was losing clients fast in the wake of the pandemic, and its individuals were on a fast track to joining the other 195 million full-time workers who will lose their jobs before the COVID-19 crisis ends.

Screen Shot 2020-04-24 at 6.41.54 AMAccurately charting the week’s unemployment claims required nearly the full height of the Late Edition on Friday, March 27, 2020. Read the full-size front page here. [Image: The New York Times]

“We were one of the first businesses to let go of 80% of our employees. Out of the 23 people we had on our team, we kept only 5 legal experts to help out with the few remaining O-1 Visa clients we have,” Rosenfeld said.

“We lost most of our team members in a matter of hours, it felt like everything I had been working for had been rudely snatched from me and it would mean I would be disappointing my team at a time they needed us the most. It was painful,” he said. “You can imagine how difficult it was for us to say goodbye to all those amazing people who had been the reason for our success in the first place…”

It suddenly dawned on Rosenfeld that he had before him a team of brilliant, talented, and empathetic individuals who would no doubt succeed as talents that could be outsourced to other companies, as well as his own. 

“I saw how some of my friends had adjusted to the crisis and were in desperate need of online helpers. The people I have on my team were the perfect match for them,” Rosenfeld explained.

And thus, the idea for Aisenforce was born.

“We already have offices here in Costa Rica, complete with reliable, fast internet, daily transportation provided for the staff, and even electricity back up so that they never miss a good day of work and their employers get the happiest, most driven, result-oriented candidates they can, at an affordable cost,” Rosenfeld said.

Screen Shot 2020-04-24 at 6.43.43 AM.pngLiran Jakob Rosenfeld; PassRight’s CEO

Now, Aisenforce offers American companies the chance to hire talented, remote sales, and customer success professionals on the spot. Helping companies adapt to changing needs and circumstances, while also providing former-PassRight staff with continued work and financial stability. In fact, Aisenforce has already helped numerous businesses such as BMV, a new BioTech Fund as well as a cybersecurity company, and now also Donna Italia Las Vegas. Rom Ben Eliyau, who opened Donna Italia Las Vegas, made it on the news for its swift adaptation to the crisis at hand. Backed by a team of marketing experts from Aisenforce, the company was quickly turning the tables to its favor. For instance, members like Kezia Tatton (a former Yoga instructor) who is now leading in sales with Aisenforce, approached executives in Zappos Las Vegas and managed to sell the pizza deals to most of the Zappos circle employees in Vegas; they just loved the idea of fresh, healthy, bulk pizza that can be delivered to their families during the quarantine.

Currently, the all-female team at Aisenforce, led by Rosenfeld, comprises of native English speakers who are both qualified and experienced to thrive within the startup environment.

Screen Shot 2020-04-24 at 6.44.30 AMAisenForce; Available Employees

During the second quarter of 2020, economists are predicting the coronavirus outbreak will wipe out 6.7% of working hours globally, with the worst-hit region predicted to be the Arab states. The ILO is calling it “the most severe crisis” since World War Two and the Great Depression. If other companies would follow the lead of PassRight’s founder, perhaps there is a small chance we will come out of this thing okay.

“I had never thought that I would have to change my business plan and strategy overnight to stay afloat during these troubled times,” Rosenfeld admitted. “But it is a change I hope will help my team and I stay afloat through the global crisis and a probable worldwide recession.”


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