Now that many shops have been forced to close for more than five weeks, we have been hearing loud calls for economic activity to be quickly resumed. However, the most important thing every entrepreneur needs to ask themselves is whether they can reopen profitably. To do profitable business, income obviously needs to be higher than costs. That is why, while the government is implementing a clear exit strategy, shopkeepers should come up with their own ‘entrance strategy’, says researcher Yannick Dillen. Not starting back up at full strength and with fewer staff might be part of this strategy.