Imagine that you run a successful and respected online travel guide that focuses on Southeast Asia's myriad of fascinating backwaters and diverse cultures.
Over 15 years, travelers have used your site for tips on where to go and unusual things to see and do, including finding accommodation and places to eat that ordinarily the more high-profile guides fail to showcase.
But then, coronavirus hits and travelers stop coming to the region - not only is your reason for producing content put on the backburner but the business model is under pressure.
This is the story of Travelfish, run by Indonesia-based Stuart McDonald.
In this week's episode of InPhocus we find out how McDonald had to quickly rethink his world of travel publishing for a readership that couldn't travel any time soon.
He created Couchfish and, six months on, things aren't exactly back to pre-COVID levels but there is an interesting purpose to his endeavor that has since spawned a successful crowd-funding campaign to keep the family-run business alive.
Presenting this episode of InPhocus is PhocusWire's Kevin May.