Shelton Steele and Joe Balcken opened Wrong Way River Lodge & Cabins in Asheville, NC, during the unpredictable climate of COVID-19. Initially, the business thrived due to a surge in outdoor activities post-pandemic. However, they later faced severe challenges when Hurricane Helene hit, crippling their operations and closing them during their peak season. Similarly, local coffee roaster Matt McDaniel adapted his business through volatility brought by the pandemic and rising costs, demonstrating resilience and the unpredictable nature of operating small businesses in turbulent times.
Our business incubation period was Covid, so there couldn't have been a more unpredictable period in life.
We were closed for the whole month of October. It was absolutely crippling.
I definitely didn't expect things to be so volatile in the world.
I also don't think I was holding on too rigidly to the idea that things should be easy.
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