The Norfolk Deli, Hunstanton Source: The Norfolk Deli “The more self-sufficient a small business is, the better placed it is to survive a crisis. Our cakes, bakes and salads are made in-house. If you have the skills in-house, my advice is use them. When customers come to a shop like ours they want homemade food – our highest grossing and typically most profitable items are the ones we make ourselves. “We are also reasonably self-sufficient in other ways. I used to work in IT sales and marketing, and from day one we intended to have a website that would need to pay for itself and generate its own revenue. The flexibility of our website was such that within the space of one afternoon after lockdown had started I had put together a home delivery service where 70% to 80% of the shop was available online.