Maple Leaf Adventures offered small ship cruises and multi-day excursions in Canada’s spectacular coastal locations on the west coast of British Columbia. On April 8, Kevin Smith reflected on the seismic change that had occurred over the space of 4 weeks and the onset of the COVID-19 pandemic. Smith needed a completely new plan for his business. He was also concerned about the other small business partners he worked with on BC’s west coast, and what was ahead for these SME’s and their partnerships. This case supports business and tourism students at the undergraduate and graduate level to identify the content and process of possible pivots for a small or medium enterprise and the possibilities that can be developed when SMEs and their representative associations work together.