What does it take to reinvent an entire industry that’s been rooted in tradition for decades? In this episode, Michael Jacobson, CEO of French Florist, shares his journey from corporate consulting to transforming the floral business.
Michael explains how he grew a single 3,000-square-foot location into a $9 million operation by modernizing systems, cutting inefficiencies from the supply chain, and infusing emotion into every part of the customer experience. He also reflects on the challenges of scaling in a traditional industry, the decision to franchise, and the importance of mentorship, high standards, and culture in building a business that lasts.
Takeaways:
- Develop a Strong Brand Identity: A major part of Jacobson’s strategy was creating branding that emphasizes emotional connection, redefining flowers as essential expressions of love rather than luxury items.
- Listen to Your Employees: Before anything else, Jacobson prioritized understanding the needs of the staff already working in the flower shop. Their insights provided critical low-hanging fruit, such as switching outdated and costly phone systems, which paved the way for larger innovations.
- Direct-to-Source Supply Chain: By eliminating unnecessary intermediaries in the supply chain, French Florist improved both the quality and cost-efficiency of their products. Direct relationships with flower farms allowed the business to offer fresher flowers with longer shelf life at competitive prices.
- Prioritize Customer Experience: French Florist’s focus on exceeding customer expectations through personalized service has been crucial. They constantly seek ways to enhance customer satisfaction, such as offering unique video card messages to accompany floral deliveries.
- Strategic Hiring and Internal Culture: Hiring talented individuals who align with the company’s values and culture has been a priority. Jacobson emphasizes unconventional and thoughtful interview processes to ensure new hires share the company’s vision and drive.
Quote of the Show:
- “ If it ain’t broke, don’t fix it is one of my least favorite sayings. If there’s a better way, I want to find it." - Michael Jacobson
Links:
Ways to Tune In:
#NotAnotherCEO #BusinessSuccess #FrenchFlorist
Chapters:
00:00 Intro
01:38 Transformative Leadership and Infusing Emotion
03:22 Building a Culture of Love and Excellence
08:25 Hiring for Values and Unconventional Interviews
14:51 The Origin Story of French Florist
19:19 Initial Challenges and Early Improvements
24:36 Revolutionizing the Floral Industry with Technology
31:43 Revenue Growth and Optimization
33:15 Supply Chain Innovations
35:15 Direct Importing from Farms
37:36 Challenges in the Floral Industry
40:28 Franchising and Expansion
48:18 Personal Reflections and Motivation
1:01:01 Outro
