Knowing when it's time to pivot your online business model

In the world of online business, change isn’t just inevitable — it’s often essential for survival. What worked brilliantly last year might be struggling to gain traction today. Consumer behavior shifts. Technology evolves. Competitors adapt. Market trends emerge overnight.

For many entrepreneurs, the question isn’t if a business model will need to change, but when. The key is learning how to recognize the signs that a pivot is necessary and then having the courage to make that shift before it’s too late.

For me, this isn’t just a theoretical discussion. I’m in the midst of making the prayerful decision to pivot my own online business model — not because it’s failing, but because my season of life and responsibilities are changing. I want to be intentional about stewarding my time well, both for the sake of my work and for the people God has entrusted to me.

Why This Pivot Is Personal

Right now, I’m teaching more than a full load of classes at Cairn University, and the church I lead, Core Creek Community Church, continues to grow. These ministries require focus, creativity, and energy.

On top of that, two of my children are getting married in just a few months. I want to be as present as possible for them during this exciting season, to celebrate, to support, and to enjoy as much time together as we can before venturing into the next season of our lives.

All of that has led me to step back and evaluate my business, particularly over the past few months. I’ve realized that the current model, while effective and enjoyable, is demanding more time than I can sustainably give without crowding out other important commitments. So I’m pivoting to a model that allows me to serve my online audience well while also honoring my responsibilities to my family, church, and students.

Sometimes the need for a pivot isn’t about chasing more growth — it’s about protecting what matters most.

What Does It Mean to Pivot?

A pivot doesn’t always mean abandoning your business entirely. In most cases, it’s about making a strategic shift in your focus, products, services, audience, or delivery method while still leveraging your existing skills, resources, and brand equity.

Some pivots are small — refining your niche, reworking your offer, or changing your pricing model. Others are more radical — switching from physical products to digital services, from B2C to B2B, or from one monetization strategy to another.

6 Signs It’s Time to Pivot

1. Your Core Offer Is Losing Traction

If your sales numbers have been steadily declining for months despite your best marketing efforts, the market may be telling you it no longer values your current offer in its existing form.

2. Customer Feedback Is Pointing in a New Direction

Pay attention when your audience asks for something you’re not yet offering — it may point to your next opportunity.

3. You’re Stuck in a Red Ocean

If you’re in a saturated market, you may need to pivot to a niche where competition is minimal and value is clear.

4. You’ve Outgrown Your Original Model

This is my current situation. My original business model served me well for years, but it no longer works as well with my time availability or my life priorities in the way that it did four years ago when I put it in place. Sometimes a pivot is simply about shifting to a model that’s more sustainable for the season you’re in.

I’m also getting more requests for one-on-one coaching, and since I want to be able to facilitate that without taking up additional evenings, I need to make big adjustments to my weekly schedule.

5. The Market Is Shifting Under You

New technology, regulations, or cultural changes can make a pivot not just wise, but necessary.

6. You’ve Lost Passion or Vision

If the joy is gone, your customers will feel it. A pivot can reignite your enthusiasm.

How to Pivot Without Losing Momentum

1. Validate Before You Leap – Test your new direction before fully committing.
2. Communicate with Transparency – Let your audience know why you’re making the change. In my case, I’ll be honest that I want to better balance ministry, family, and business.
3. Leverage What’s Working – Keep what still brings value.
4. Set Clear Metrics for Success – Define how you’ll know the pivot is working.
5. Be Willing to Iterate – Adjust as you gather data. 

Real-World Example: Netflix’s Pivot

Netflix began as a DVD-by-mail rental company. When streaming technology became viable, they pivoted to on-demand video. They didn’t abandon their mission — they simply adapted the delivery method to fit new realities.

The Mindset of a Successful Pivoter

The hardest part of pivoting is often emotional. That’s honestly my biggest struggle with this pivot. We become attached to what we’ve built. But adaptability is a strength, not a failure. For me, the decision to pivot isn’t about walking away from my business — it’s about reshaping it so it can thrive alongside the ministries I lead and the family I love.

In this season, success isn’t measured only in revenue. It’s also measured in faithfulness — to God, to my calling, and to my family. That’s why I’m choosing to adjust my online business model now, before burnout sets in or relationships suffer.

Bottom line: If your online business is showing signs of stagnation, the market is changing, or your life priorities demand a new approach, it may be time to pivot. The decision isn’t always about chasing more — sometimes it’s about aligning your work with the life you want to live. For me, this pivot is an act of stewardship, making sure I can invest deeply in the things that matter most while still serving my audience well.

© John Stange, 2025