WEBVTT
00:00:00.239 --> 00:00:00.880
Good day, everybody.
00:00:00.959 --> 00:00:02.399
Welcome to the Deal Podcast.
00:00:02.560 --> 00:00:15.199
On today's show, we're gonna have a great conversation about uh building and scaling a business and and what it looks like to bring in strategic capital partners and maybe the some of the challenges and maybe misconceptions you may have about that.
00:00:15.759 --> 00:00:19.760
And what is it like to being a a woman-owned business throughout that whole process?
00:00:19.920 --> 00:00:21.600
So, Lauren, welcome to the podcast.
00:00:21.920 --> 00:00:22.559
Thanks for having me.
00:00:22.800 --> 00:00:23.440
Yeah, absolutely.
00:00:23.600 --> 00:00:23.839
All right.
00:00:23.920 --> 00:00:29.359
So describe the connection that you have with the the DeBede family and how you guys know each other.
00:00:29.679 --> 00:00:29.920
Okay.
00:00:30.160 --> 00:00:46.479
So I first was aware of who Jude was when my husband um was involved in a few different businesses of his own that had some exits and Jude represented them through those sales and a differ a few different business kind of um business deals back then.
00:00:46.719 --> 00:00:49.039
I think that was about 2016, if I remember right.
00:00:49.359 --> 00:00:50.320
Yeah, right around then.
00:00:50.479 --> 00:00:50.799
Yeah.
00:00:51.039 --> 00:00:58.560
And so I knew Jude just from, you know, totally on the radar of who how he, you know, was working with my husband at the time.
00:00:58.799 --> 00:01:06.159
And then fast forward a few years and actually became really good friends with his sister Amy, but I never knew that they were brother and sister until more recently.
00:01:06.319 --> 00:01:08.879
So it was been, you know, fun to connect the dots there.
00:01:09.040 --> 00:01:12.079
And of course, I know the rest of the family, Blake and Jean-Marie.
00:01:12.319 --> 00:01:16.879
So um, great family and really happy to, you know, know all of them.
00:01:17.040 --> 00:01:20.400
Um, and then more recently, his wife Ashley and I have talked about business.
00:01:20.480 --> 00:01:25.760
She has a startup of her own that she's been, you know, working on, and she's been excited to share that with me.
00:01:25.840 --> 00:01:30.959
And um, I've been able to connect her with some other people that I think would be helpful as she grows her business as well.
00:01:31.120 --> 00:01:32.959
So a lot of connections there.
00:01:33.200 --> 00:01:33.519
Yeah.
00:01:33.680 --> 00:01:34.799
I'm I'm discovering that.
00:01:34.879 --> 00:01:44.000
I'm I'm I live in Ocala, Florida, and I'm discovering how many like connections there are in here in Lafayette and the the tight community that you have for business owners.
00:01:44.480 --> 00:01:50.640
So, you know, one of the topics that we're gonna uh address today is being a uh a woman-owned business here in Lafayette.
00:01:50.799 --> 00:01:52.879
Kind of walk us through what do you do?
00:01:53.040 --> 00:01:55.359
Yeah, and then you know what's it like being here?
00:01:55.599 --> 00:01:55.840
Okay.
00:01:56.079 --> 00:01:56.400
Yeah.
00:01:56.560 --> 00:02:04.239
So my company is called Something Borrowed Blooms, and we specialize in rent and return wedding flowers.
00:02:04.480 --> 00:02:19.039
So what that means is we specialize in premium silk florals, where we use those to create wedding flower collections and we rent them out to couples at about 70% um less than traditional fresh florals.
00:02:19.280 --> 00:02:23.439
So the problem was really clear after my own wedding planning process.
00:02:23.599 --> 00:02:30.080
I met with multiple florists, you know, thought we were chose one, thought we were on the same page the day of the wedding, she showed up with this box of flowers.
00:02:30.159 --> 00:02:31.919
That was just not what I had in mind.
00:02:32.080 --> 00:02:36.800
But at that point, I'd spent thousands of dollars on all these flowers that I didn't even love.
00:02:36.879 --> 00:02:39.360
And at the end of the night, they ended up in the trash.
00:02:39.520 --> 00:02:44.240
And I had major buyer's remorse from that for a few years, actually.
00:02:44.639 --> 00:02:50.400
And my cousin and I is my co-founder, her name's Lakin Swan, and her background is in marketing.
00:02:50.479 --> 00:02:54.159
And at the time she was working for Caesars Entertainment, corporate marketing.
00:02:54.400 --> 00:02:56.560
And I was kind of like transitioning.
00:02:56.719 --> 00:02:58.719
I was actually a stay-at-home mom at the time.
00:02:58.879 --> 00:03:05.680
My husband's an entrepreneur, so I was kind of seeing him like start new businesses and taking concepts and, you know, making something of it.
00:03:05.759 --> 00:03:08.800
And so I had that itch and a joke about this all the time.
00:03:08.879 --> 00:03:15.199
But it's just funny to say that, you know, at one point I realized I'm like looking over and like, if he can do it, we can do it.
00:03:15.439 --> 00:03:24.639
So um I like to say that just as a joke, but also because it really was inspiration behind, like, oh, I can take a concept and start a business out of it too.
00:03:24.960 --> 00:03:33.039
And so as we were going through that brainstorming kind of idea phase of a business we wanted to start, weddings were top of mind.
00:03:33.199 --> 00:03:34.639
We had both recently gotten married.
00:03:34.879 --> 00:03:42.560
We were seeing so many of our friends who were getting married and, you know, trying to uh save budget in different areas, and floral was one of them that kept coming up.
00:03:42.800 --> 00:03:48.000
And it was also when rent the runway was gaining huge traction and popularity.
00:03:48.159 --> 00:03:50.960
So this is, you know, early 2010s.
00:03:51.120 --> 00:04:01.199
And um I thought that concept where you were able to rent a high-priced like designer clothing item, wear it for the weekend, and send it back at a fraction of the cost was just genius.
00:04:01.280 --> 00:04:04.080
And so, really, like those ideas collided.
00:04:04.240 --> 00:04:12.240
And we found a way to take that same rent and return concept and apply it to the wedding flower industry through our silk floral model.
00:04:12.639 --> 00:04:16.959
So, what that looks like is we essentially provide everything you would need for your wedding day.
00:04:17.040 --> 00:04:20.800
So, everything from bridal party flowers, bouquets, bouton ears, croissages, centerpieces.
00:04:20.879 --> 00:04:24.160
We have hair pieces, flower girl pieces, dog collars, everything.
00:04:24.319 --> 00:04:26.480
We have, and then all your decor items.
00:04:26.560 --> 00:04:28.399
So your center pieces in various sizes.
00:04:28.560 --> 00:04:34.720
We have garlands to go on the arches, um, runners to put on your tables, runners to put on the um archways.
00:04:34.800 --> 00:04:39.600
I mean, everything you could possibly need, we can provide for you, and you can rent them all from us.
00:04:39.680 --> 00:04:43.279
And we're 70% less than a fresh flower uh cost.
00:04:43.519 --> 00:04:50.240
So an average wedding flower order with something barred blooms is about$800 compared to$3,500, which is the national average.
00:04:50.480 --> 00:04:56.639
So that has always been our mission was to really kind of revolutionize the wedding flower industry through this concept.
00:04:56.720 --> 00:05:02.800
We started it here in Lafayette, but we always were intentional about growing and scaling it to a national brand.
00:05:02.959 --> 00:05:03.839
And that's what we've done.
00:05:04.000 --> 00:05:05.920
So we ship all across the US.
00:05:06.000 --> 00:05:10.639
Um, at this point, we have served over 60,000 weddings.
00:05:10.959 --> 00:05:20.240
And um, we've seen, you know, periods of significant growth, um, periods of, you know, kind of measured um focus and growth as well.
00:05:20.480 --> 00:05:27.759
So we're entering this like new phase that I'm I'm really excited about as we continue to grow and capture more market share.
00:05:28.160 --> 00:05:29.439
60,000 weddings.
00:05:29.600 --> 00:05:30.079
Yes.
00:05:31.120 --> 00:05:39.600
What have you learned in in terms of like let's put aside flowers, let's put aside, you know, a lot of the details of a wedding.
00:05:39.759 --> 00:05:44.319
What have you learned in terms of the the mindset of going into a wedding?
00:05:44.800 --> 00:05:47.360
You've had uh a view into 60,000 weddings.
00:05:47.600 --> 00:05:49.040
I would consider you an expert.
00:05:49.199 --> 00:05:49.439
Yeah.
00:05:49.600 --> 00:05:50.800
You know, what have what have you seen?
00:05:50.959 --> 00:05:51.920
What have you learned?
00:05:52.079 --> 00:05:55.040
And, you know, how does that impact you and how you guys do business?
00:05:55.279 --> 00:05:55.519
Yeah.
00:05:55.680 --> 00:06:09.680
Well, I think what's interesting is, you know, we've been a part of 60,000 weddings through the model and the concept we originally set out to build, but that means that we don't actually have FaceTime or interaction with most of our customers.
00:06:09.839 --> 00:06:14.079
Most of them, it's direct to consumer through the website and the platform that we've built.
00:06:14.399 --> 00:06:34.319
And I think that what's interesting to me is that's what we originally set out to do, but we've been able to glean so many things and find opportunities to get that customer feedback and understand how we can serve that customer even better and more intentionally, but still through our original intention of being able to build something that's scalable.
00:06:34.560 --> 00:06:39.199
Obviously, my team and I can't go and personally serve and set up 60,000 weddings.
00:06:39.279 --> 00:06:40.480
So, like, how can we do that?
00:06:40.720 --> 00:06:52.319
And so I think the biggest learning for me was to see how we take the initial concept and this idea that we really just were like, let's see if anybody even wants to rent their wedding flowers.
00:06:52.480 --> 00:07:00.240
And then how do we continue to iterate and build and grow um and scale that to something much larger than what it even is today?
00:07:00.480 --> 00:07:01.120
Yeah.
00:07:01.519 --> 00:07:01.839
Yeah.
00:07:01.920 --> 00:07:06.480
And you know, you mentioned um they they buy it through the platform.
00:07:06.560 --> 00:07:08.720
So that means you have to have a pretty strong tech base.
00:07:08.959 --> 00:07:12.720
You have to have a good platform that can run that much volume through.
00:07:12.959 --> 00:07:17.279
You've talked in shipping, ordering, the distribution, the customer service.
00:07:17.519 --> 00:07:19.680
You've probably learned a lot over the years.
00:07:20.000 --> 00:07:26.160
What were some of the early pain points that you had when people were clicking to buy and pay sending PayPal or whatever?
00:07:26.399 --> 00:07:26.560
Yeah.
00:07:26.639 --> 00:07:33.439
I mean, the early, you know, it was it was figuring out if this was even a concept that people would respond well to.
00:07:33.600 --> 00:07:38.639
And so we've always been very measured and a little conservative on how to grow the business.
00:07:38.800 --> 00:07:41.600
So, you know, at first it was just bootstrapping everything.
00:07:41.759 --> 00:07:47.040
So I built our first website, and I am not a website like developer by any means.
00:07:47.199 --> 00:07:53.759
Um, but it was just one of those like simple kind of like go daddy websites where you could just submit a form if you were interested.
00:07:54.000 --> 00:07:57.839
And I would like, you know, call you back or send you a proposal.
00:07:57.920 --> 00:08:00.800
And it was very like transactional that way.
00:08:00.959 --> 00:08:06.079
Um, and then over time, we, you know, decided to obviously move to a different platform.
00:08:06.319 --> 00:08:13.600
So we were on Shopify for a while when we first started out, which Shopify is like, you know, the best in class for just standard e-com platforms, right?
00:08:13.839 --> 00:08:26.639
But our business being a rental model with the reverse logistics and the future event date ordering, there's so much that goes into the complexity of how to scale the business that Shopify didn't have anything out of the box that would allow us to scale.
00:08:26.800 --> 00:08:30.160
So that's when we decided we needed to invest into like a custom platform.
00:08:30.319 --> 00:08:33.519
So we did that probably in about 2018 or so.
00:08:33.840 --> 00:08:39.279
Um, and we operated on that platform up until this past February.
00:08:39.440 --> 00:08:48.480
And this February, we just transitioned another to another new tech platform that is more turnkey, more out of the box, but we're able to customize on top of it.
00:08:48.559 --> 00:08:50.480
So that's actually on big commerce.
00:08:50.720 --> 00:09:06.960
And um so I think the theme that you'll see there is that like we've we've identified and and you know, very intentionally invested into the tech behind it because it's it is custom and it is proprietary and that is what's allowed us to run the business at scale.
00:09:07.120 --> 00:09:18.399
So when we talk about any competitors or fast followers, you know, a a big barrier to entry for them would be the tech to be able to run the business as we've built it.
00:09:18.639 --> 00:09:23.679
Um, so that's something that we're constantly investing into.
00:09:23.840 --> 00:09:35.679
The resources that go into it are immense, but it's it's truly the way that we are able to transact and interact and and build a relationship with our customers.
00:09:35.759 --> 00:09:42.399
So the platform has to represent the brand and the feeling and the ease and the, you know, we pride ourselves on being stress-free.
00:09:42.480 --> 00:09:48.799
And and that experience needs to be from start to finish on the platform to customer service to social.
00:09:48.879 --> 00:09:50.159
Every touch point has to match.
00:09:50.240 --> 00:09:55.360
And so the platform is like our our biggest, our biggest opportunity to succeed, really.
00:09:56.639 --> 00:10:03.519
I'd assume early along, you know, in in my door business, um, I'm using that as an example.
00:10:03.840 --> 00:10:04.879
You know, we build doors.
00:10:05.039 --> 00:10:07.840
One of our early statements was, you know, feel the difference.
00:10:08.240 --> 00:10:14.080
And you feel our product and you know there's a difference between what you normally see and and fake flowers.
00:10:14.240 --> 00:10:14.399
Yeah.
00:10:14.639 --> 00:10:16.799
Like people think hobby lobby flowers, right?
00:10:17.039 --> 00:10:17.440
Absolutely.
00:10:18.000 --> 00:10:21.519
And there's a massive difference between hobby lobby flowers and yours.
00:10:21.600 --> 00:10:23.600
How did you get people to overcome that gap?
00:10:23.759 --> 00:10:24.000
Yep.
00:10:24.240 --> 00:10:26.159
Because they can't touch it and feel it on the internet.
00:10:26.559 --> 00:10:27.200
Right, exactly.
00:10:27.360 --> 00:10:28.320
So a few things.
00:10:28.399 --> 00:10:29.919
So I had the same stigma.
00:10:30.080 --> 00:10:37.919
When we first were talking about uh, you know, ideas and concepts, my immediate thought was like, I can't sell hobby lobby flowers to somebody for their wedding day.
00:10:38.000 --> 00:10:39.600
Like I just couldn't feel good.
00:10:39.679 --> 00:10:40.960
I couldn't get behind that.
00:10:41.279 --> 00:11:04.960
Then we were, you know, opened our eyes to the world of premium, high-quality silk florals that we actually hand select every single stem for our products that our design team, who are now like florists, that's so that it's people with floral backgrounds who are working for us to actually build and revamp the products to create something that is above the rest, right?
00:11:05.200 --> 00:11:15.039
So the way that we thought about that initially was we were very intentional about like the photography and what that looked like to make sure that the customers could see exactly what they were gonna get.
00:11:15.200 --> 00:11:19.039
There was no surprises, but we knew photography also didn't like check all the boxes.
00:11:19.200 --> 00:11:26.080
So then we were like, okay, we have more content on social and we're doing videos and we're live and we're going, you know, really connecting with the customers.
00:11:26.240 --> 00:11:36.080
And then we transition to we want to offer a preview pack option so the customers can touch it and feel the difference before they make their ultimate like wedding flower order.
00:11:36.240 --> 00:11:37.919
So we still have that option today.
00:11:38.000 --> 00:11:45.840
So customers can order a preview pack, which is they can sample two items and it's bridesmaids bouquets or centerpieces, and they can choose whichever one they want.
00:11:46.000 --> 00:11:48.480
Um, we also use it as a customer acquisition tool.
00:11:48.720 --> 00:11:57.440
Of course, they get um, you know, they get rewards points or, you know, so when they come back and place their wedding order, that goes towards their bigger order.
00:11:57.600 --> 00:12:04.240
Um, but that is a way to kind of bypass and get customers more comfortable with what they're gonna experience on their wedding day.
00:12:04.320 --> 00:12:15.919
So they get to see the product in person, they can see the color, they can see the quality of the stems, they can see the texture of the petals, they can put it up against the bridesmaid's dress that they're colors that they're considering.
00:12:16.000 --> 00:12:21.279
They can make a mock tablescape to really maximize the planning um that goes along with it.
00:12:21.440 --> 00:12:29.200
So the preview pack tool has been another like kind of game changer for us when we realized that that was another thing we could offer.
00:12:29.519 --> 00:12:31.279
And customers have responded really well.
00:12:31.440 --> 00:12:39.679
Interestingly enough, about 20% of our customers opt for a preview pack before placing the wedding order, whereas the other 80% go straight to the wedding order.
00:12:39.759 --> 00:12:41.440
So you got a reputation now.
00:12:41.679 --> 00:12:42.000
Exactly.
00:12:42.320 --> 00:12:43.279
Not like it was at the beginning.
00:12:43.519 --> 00:12:44.080
Exactly.
00:12:44.240 --> 00:12:58.799
Because at the beginning, it was very much like changing the consumer's mindset and trying to prove that this was something that wasn't, you know, it wasn't um, they weren't sacrificing, that they weren't getting lesser than what they would if they were gonna go with a florist.
00:12:58.879 --> 00:13:00.320
They would actually get more.
00:13:00.480 --> 00:13:08.080
They were maximizing their budget and their overall experience and floral story would be larger and grander with something barred blooms.
00:13:08.320 --> 00:13:11.840
Oh, yeah, with with your flowers, it's like I can walk right up to them and be like, are those real?
00:13:11.919 --> 00:13:12.000
Yeah.
00:13:12.159 --> 00:13:12.639
Are those fake?
00:13:12.879 --> 00:13:14.000
I can't I can't tell the difference.
00:13:14.080 --> 00:13:18.159
So I know that that's what good silks do for you, but it's not Hobby Lobby flowers.
00:13:18.399 --> 00:13:18.720
Absolutely.
00:13:18.960 --> 00:13:20.240
There's so many applications too.
00:13:20.399 --> 00:13:24.480
Uh I remember when my sister got married, um, flowers were really important to her.
00:13:24.559 --> 00:13:30.000
So I mean, they absolutely did up the reception venue with these monstrous arrangements.
00:13:30.159 --> 00:13:32.799
And uh, you know, the centerpiece arrangement was the size of a car.
00:13:32.960 --> 00:13:36.480
I mean, it was unbelievable how big it was, and I'm sure it cost a fortune.
00:13:36.639 --> 00:13:36.799
Yeah.
00:13:37.039 --> 00:13:41.919
But uh uh a freeze hit the night before, and the venue cranked up the heaters and they ran all night long.
00:13:42.000 --> 00:13:45.360
And we got there the next morning and all the flowers were drooping to the floor.
00:13:45.919 --> 00:13:47.279
Your sister has told me that story.
00:13:47.600 --> 00:13:53.039
And and you know, everybody had to come in and like as fast as possible start ripping out all the old flowers and putting in new ones.
00:13:53.120 --> 00:13:54.879
I don't know what that cost, but I thought it was expensive.
00:13:55.039 --> 00:13:55.279
Yeah.
00:13:55.519 --> 00:14:04.159
And so, I mean, just from a you know, headache standpoint and uh like how do we make sure this all looks good on the day of your product just makes so much sense.
00:14:04.320 --> 00:14:04.480
Yeah.
00:14:04.799 --> 00:14:06.000
Not just a cost savings.
00:14:06.159 --> 00:14:06.799
Yeah, totally.
00:14:06.960 --> 00:14:18.720
So obviously we pride ourselves, like, you know, the affordability is a big piece of like why our brand has done so well, but also the convenience, the ease that you get it ahead of time, you can set up ahead of time if you have that ability to do so.
00:14:18.879 --> 00:14:23.360
It's not gonna wilt in the heat, it's not gonna freeze in, you know, the freezing temperatures.
00:14:23.519 --> 00:14:25.919
And then also there's a sustainability aspect of it too.
00:14:26.080 --> 00:14:33.200
So that trend has kind of grown more over the last couple of years where couples are looking for ways to reduce their overall wedding waste.
00:14:33.360 --> 00:14:39.360
And this is a really good option for them because these flowers are being reused over and over again rather than ending up in the trash at the end of the night.
00:14:39.600 --> 00:14:39.840
Yeah.
00:14:39.919 --> 00:14:47.039
I mean, people love fresh flowers because you can have them in your house for two weeks, maybe, maybe even a little more if they're really fresh when you get them.
00:14:47.200 --> 00:14:52.559
The wedding feels like such a waste because you load up the reception with all these flowers and then the next day, all in the trash.
00:14:52.799 --> 00:14:53.360
Exactly.
00:14:53.600 --> 00:14:54.240
Yep.
00:14:57.279 --> 00:15:02.559
When we look at, you know, your startup when you started up, you're no longer a startup.
00:15:02.799 --> 00:15:03.519
Isn't that very cool?
00:15:03.679 --> 00:15:03.919
I know.
00:15:04.320 --> 00:15:11.279
We hit the 10-year milestone this year, and that uh I feel like like finally has like given me the permission to be like, I'm not just a little startup anymore.
00:15:11.360 --> 00:15:15.679
Like I'm we're 10 years in, like we're you know, continuing to grow, continuing to optimize.
00:15:15.759 --> 00:15:18.240
So yeah, it feels good to like kind of get past that point.
00:15:18.720 --> 00:15:24.399
10 years is when you hit tenure as a business, and you know you are at that mature phase, which is really cool.
00:15:25.039 --> 00:15:25.440
Yeah.
00:15:25.679 --> 00:15:26.960
Well, I I I wrote this.
00:15:27.039 --> 00:15:28.159
That's that's a good point, Jude.
00:15:28.320 --> 00:15:30.559
I wrote this down where permission, right?
00:15:30.720 --> 00:15:36.559
Like I think as entrepreneurs, we're we're we we start something and it's like, oh, if that person could do it, I could do it.
00:15:36.799 --> 00:15:36.879
Yeah.
00:15:37.039 --> 00:15:37.919
I I hear that a lot.
00:15:38.080 --> 00:15:38.320
Yeah.
00:15:38.639 --> 00:15:42.080
And then we we start doing it and we test it out and we start building.
00:15:42.240 --> 00:16:00.000
I think a few traps that I hear that that I've experienced or I've heard other people experience is they they start out with this, like they they build it to scale right off the bat, and they're thinking of all these things, and they they build all these features and they do all this stuff where you built your first website and you were seeing what do people want kind of early on.
00:16:00.320 --> 00:16:02.159
So I'd like to hear your perspective on that.
00:16:02.559 --> 00:16:16.159
And then at that, at what point did it come to where you said I'm doing this, I give my permission from being whatever identity I had in the past, stay-at-home mom, this or that, whatever that was to I'm a business owner.
00:16:16.240 --> 00:16:17.200
Yeah, and I can do this.
00:16:17.360 --> 00:16:23.200
Yeah, I feel like I still struggle with, you know, um, imposter syndrome sometimes.
00:16:23.279 --> 00:16:23.600
Yeah.
00:16:23.759 --> 00:16:28.879
Um, yeah, my background's in public relations, and then I went back to be a teacher, and then it was a stay-at-home mom.
00:16:28.960 --> 00:16:32.960
And then I like I said, I was exposed to my husband and his entrepreneurial journey.
00:16:33.120 --> 00:16:40.320
So I think all of those things though, now I see have actually formed me and how I operate in my current business.
00:16:40.480 --> 00:16:42.799
And I think they're all valuable, right?
00:16:42.879 --> 00:16:48.399
And so now I like try to reframe my mindset as not that like I don't have the right experience.
00:16:48.559 --> 00:16:57.279
I have different experiences that have allowed me to, you know, um show up in different ways that maybe someone else with a different background wouldn't have.
00:16:57.360 --> 00:17:03.279
And so I I really try to focus on like how it's gotten me here and how it's helped me to succeed.
00:17:04.160 --> 00:17:17.200
The other the other question, I I I should never ask multiple questions back to back, but you know, when when starting out, kind of building that MVP, the minimal viable product versus like build this like, oh, it needs to have this feature and this feature and this and that.
00:17:17.440 --> 00:17:17.920
Right.
00:17:18.240 --> 00:17:23.039
Walk us through like the decision making and like looking back, did you make the right decision about how you started?
00:17:23.279 --> 00:17:23.519
Yeah.
00:17:23.839 --> 00:17:25.119
So I think we did.
00:17:25.359 --> 00:17:28.720
I'm I'm happy and really pleased with how our business has progressed.
00:17:28.799 --> 00:17:33.759
And I can kind of talk you through like the financing events that have kind of gotten us from one phase to the next as well.
00:17:33.839 --> 00:17:41.759
But when we first started, to be honest, like we really started focused on the actual floral product, not the tech product.
00:17:42.319 --> 00:17:54.640
So we were searching for the right mix of flowers and can we actually create bouquets and centerpieces that look good enough, that replicate the real thing, that people would be interested in.
00:17:54.880 --> 00:17:57.519
But we were very scrappy and very bootstrapped.
00:17:57.599 --> 00:18:08.079
So when we sourced our first, you know, order of flowers, it was like just enough to make one of each style to photograph and then put on the website.
00:18:08.160 --> 00:18:13.920
And then if we had orders, we would reorder more to kind of supplement and start stocking those things.
00:18:14.079 --> 00:18:15.839
So it was very scrappy.
00:18:16.079 --> 00:18:27.039
And I think that we learned a lot through that phase because because we were so nimble, like we didn't have all this extra stock or we didn't spend all this extra money on some collections that didn't perform well.
00:18:27.119 --> 00:18:28.559
You know, we tried out a few different things.
00:18:28.640 --> 00:18:32.319
We had like a tropical style that we thought was gonna be cool.
00:18:32.480 --> 00:18:35.519
Like, I don't know if I don't think anybody ever rented any of it ever.
00:18:35.680 --> 00:18:42.160
Um, so we were able to kind of like learn really quickly without being too far into where we didn't have options.
00:18:42.400 --> 00:18:46.960
So um we were focused on the flowers, then we built the website.
00:18:47.039 --> 00:18:54.240
And at that time, it was still like we were just posting on Facebook, or I was literally putting flowers in the back of my car.
00:18:54.319 --> 00:19:01.680
And when my kids were like in between nap times or we were going to doctor's appointments, I was meeting people in parking lots saying, Here's the flowers we have.
00:19:01.920 --> 00:19:02.960
Do you want to rent these for your wedding?
00:19:03.039 --> 00:19:04.319
Or like what colors are you looking for?
00:19:04.400 --> 00:19:14.960
You know, I was really just like looking for feedback and and I was taking any any kind of bit of data or information like I could get from any source was just like helping to inform how we were gonna continue.
00:19:15.200 --> 00:19:19.119
And then once that became really clear, then we just started like executing against that.
00:19:19.279 --> 00:19:27.359
And so we knew we wanted to do rentals, we knew we weren't gonna do anything custom, we knew we wanted it to be scalable so that way, you know, we could ship.
00:19:27.599 --> 00:19:29.920
We weren't, we weren't focused on just local.
00:19:30.000 --> 00:19:33.200
We wanted to be able to ship nationally and become a national brand.
00:19:33.359 --> 00:19:35.839
And so then we kind of put things in place in order to do that.
00:19:35.920 --> 00:19:38.640
So then it was like figuring out one thing after the next.
00:19:38.799 --> 00:19:46.240
So um, and then I mentioned, you know, how financing or fundraising has helped us kind of get into those different phases.
00:19:46.480 --> 00:19:51.440
So, like I said, the first couple of years, it was figuring out product market fit to make sure that it was there.
00:19:51.599 --> 00:19:53.359
And that was just bootstrapping.
00:19:53.440 --> 00:19:55.920
That was when we started into the end of 2015.
00:19:56.160 --> 00:20:04.720
I think it was 2018, is when we got our first like angel investment for like 230K.
00:20:05.279 --> 00:20:10.160
Um, so we got that, you know, initial investment, and that was really like investing into the concept, right?
00:20:10.240 --> 00:20:12.720
We're like, we think we can, we think we can grow this.
00:20:12.880 --> 00:20:15.839
We just needed to like build it out to make sure it was viable.
00:20:16.000 --> 00:20:17.359
And that's exactly what we did.
00:20:17.599 --> 00:20:25.279
From there, I think it was um 2020, early 2020, that we had our series A.
00:20:25.440 --> 00:20:28.559
So we raised, I think, one and a half million dollars.
00:20:28.880 --> 00:20:38.400
And that um, and by the way, we had doubled the business valuation within that 18-month period by the time we were raising that series A.
00:20:38.480 --> 00:20:40.880
And we did that a month or two before the world shut down.
00:20:41.119 --> 00:20:43.519
Um, actually, we closed in May.
00:20:43.839 --> 00:20:44.640
Oh, wow.
00:20:44.799 --> 00:20:44.960
Yeah.
00:20:45.200 --> 00:20:47.119
Like when people didn't know if there were gonna be weddings.
00:20:47.359 --> 00:20:48.400
Wow, that's pretty impressive.
00:20:48.640 --> 00:20:50.559
We grew 35% during COVID, which was crazy.
00:20:50.640 --> 00:20:54.720
We were the only like wedding brand I know that actually had growth during COVID.
00:20:54.960 --> 00:20:57.759
Um, but it was, it was a wild time.
00:20:58.000 --> 00:21:04.240
And um, but we were we were because of the traction we were seeing, we were able to grow valuation pretty quickly.
00:21:04.480 --> 00:21:07.519
And that's when we said, okay, we can build this for scale.
00:21:07.599 --> 00:21:08.240
We can scale it.
00:21:08.319 --> 00:21:12.400
And that's when we were seeing positive return on um ad spend.
00:21:12.559 --> 00:21:17.039
So that's when we saw, okay, we can spend$10 and make a hundred.
00:21:17.200 --> 00:21:19.200
We can spend$100 and make a thousand.
00:21:19.279 --> 00:21:21.839
We can spend$1,000 and make$10,000.
00:21:21.920 --> 00:21:27.759
You know, and that's when we kind of saw the scaling of the customer acquisition through um paid ad strategies.
00:21:27.839 --> 00:21:30.799
And so that's, you know, when we took on that second investment.
00:21:31.039 --> 00:21:35.279
And then um after that, it was kind of like optimizing.
00:21:35.359 --> 00:21:45.920
And so more recently, we closed our Series B round at the beginning of 2025 and again doubled the business's value from our last price round.
00:21:46.160 --> 00:21:59.759
So I feel like we've done that in a very measured strategic way where we haven't taken on more capital than we needed at any certain point and been able to like conserve dilution and just make sure we were really measured.
00:22:00.160 --> 00:22:03.119
And then each phase, we've kind of said, okay, where are we now?
00:22:03.359 --> 00:22:04.079
What's the goal?
00:22:04.240 --> 00:22:05.599
Let's execute against it.
00:22:05.759 --> 00:22:07.440
And then kind of go from there.
00:22:08.240 --> 00:22:08.720
Yeah.
00:22:09.039 --> 00:22:10.160
Super impressive.
00:22:10.480 --> 00:22:20.559
Um, are you allowed to discuss some of the uh, or would you you could always say pass on in terms of the valuations of how you hit those those different valuations for that the amount raised?
00:22:21.119 --> 00:22:22.880
Are you are you comfortable with saying that?
00:22:23.119 --> 00:22:23.359
Yeah.
00:22:23.519 --> 00:22:27.359
So our most recent raise, our evaluation was at 30 million.
00:22:27.839 --> 00:22:34.160
Um, and our multiples have really been based off of revenue growth and margin.
00:22:34.799 --> 00:22:40.160
Um and, you know, we've seen consistent growth, we've seen consistent margin improvement.
00:22:40.240 --> 00:22:45.039
And I think that has really just set us up in a position to be able to continue to increase valuation.
00:22:45.119 --> 00:22:46.960
And I think we've been very capital efficient.
00:22:47.039 --> 00:22:47.359
Yeah.
00:22:47.519 --> 00:22:51.279
Um, and I think investors, you know, find that appealing.
00:22:51.440 --> 00:23:02.079
That um, and as we're getting to a more mature state, like it's less of a bet or a risk, it's kind of more of a measured like growth strategy in place.
00:23:02.319 --> 00:23:06.960
So um but yeah, that's what we've been able to accomplish so far.
00:23:08.160 --> 00:23:13.279
Now, you know, I've interviewed 2,300 people and sometimes I'm I'm surprised.
00:23:13.519 --> 00:23:15.440
And let me let me explain why.
00:23:15.599 --> 00:23:22.319
When I heard that I'm interviewing someone on in the world of flowers and rental flowers, like I I had no clue what to expect.
00:23:22.880 --> 00:23:30.640
And and I'm I want to ask you, you know, humbly, like, does that happen to you often where people underestimate what you have built?
00:23:30.799 --> 00:23:31.599
Yeah, absolutely.
00:23:31.759 --> 00:23:32.559
It really does.
00:23:32.799 --> 00:23:41.039
And it's that thing where it's like, you know, person, like for me, persons, like you don't want to flex too hard and be like, but no, look what I've done.
00:23:41.200 --> 00:23:41.279
Right.
00:23:41.359 --> 00:23:43.519
But at the same time, you're like, you want to be taken seriously.
00:23:43.680 --> 00:23:43.920
Yeah.
00:23:44.079 --> 00:23:50.319
So it's that that dance of how to position yourselves to make sure that people are taking notice.
00:23:50.559 --> 00:24:01.839
And I think one thing about our industry that's, you know, this is what excites me the most, is that I think people underestimate the size of the wedding industry and the opportunity that we have ahead of us.
00:24:02.000 --> 00:24:11.119
So when I look at it, I see that the US wedding market, right, typically has between 2 million to 2.2 million weddings per year.
00:24:11.279 --> 00:24:13.200
That's been the average of the last couple of years.
00:24:13.519 --> 00:24:22.160
And if we're on our way to capturing 1% of the US wedding market annually, which would mean we're serving 20,000 weddings a month.
00:24:22.319 --> 00:24:23.839
I mean, sorry, a year.
00:24:24.559 --> 00:24:35.680
If we were to minimally like, you know, increase that, that that those small gains in the wedding market equal huge results for us.
00:24:35.920 --> 00:24:37.200
I said this all the time.
00:24:37.359 --> 00:24:39.920
I believe we could capture 10% of the U.S.
00:24:40.000 --> 00:24:40.480
wedding market.
00:24:40.559 --> 00:24:47.519
If you lined up 10 brides in this room and gave them all the option to rent their wedding flowers, I guarantee you one of them would say yes.
00:24:47.839 --> 00:24:56.799
That if we were able to successfully capture 10% of the US wedding market at today's average order value, that would mean we're generating$100 million in annual revenue.
00:24:57.039 --> 00:24:58.160
It's it's possible.
00:24:58.319 --> 00:25:00.079
Like that is within reach for us.
00:25:00.240 --> 00:25:03.440
And that is what gets me really excited and motivated.
00:25:03.599 --> 00:25:18.240
And so, you know, it's kind of like taking that step-by-step approach to like get there heads down, doing the work, but just knowing that the ceiling is is is really, you know, we haven't even gotten close to the ceiling of what we can do here.
00:25:18.480 --> 00:25:21.440
I just love how countercultural your business is, though.
00:25:21.759 --> 00:25:26.799
Because the wedding industry is always about bigger margins, bigger margins, bigger margins, bigger margins.
00:25:27.119 --> 00:25:34.480
And I remember whenever I got married, my wife wanted like, I don't know, I forget, like 20 or 30 strings of these, you know, they're white Christmas lights.
00:25:34.559 --> 00:25:34.640
Yes.
00:25:34.960 --> 00:25:35.839
They're just Christmas lights.
00:25:35.920 --> 00:25:36.880
That's all they are.
00:25:37.200 --> 00:25:41.279
And she looked at them, and it was maybe September or October.
00:25:41.359 --> 00:25:44.640
And, you know, wedding lights are this insane price.
00:25:44.720 --> 00:25:45.359
I forget what it was.
00:25:45.440 --> 00:25:46.880
It was like$40 or$50 a strand.
00:25:48.480 --> 00:25:51.279
And I was like, well, we'll just wait for Christmas time and it'll be$5 a strand.
00:25:51.359 --> 00:25:51.920
And sure enough, we did.
00:25:52.000 --> 00:25:53.759
We just went out and bought a whole bunch of them at Christmas time.
00:25:54.240 --> 00:25:57.759
But it made me think about it because every vendor that we dealt with was exactly like that.
00:25:57.839 --> 00:26:00.799
It's like, oh, it's wedding, it's gonna be double, it's gonna be triple or whatever.
00:26:01.119 --> 00:26:01.440
Exactly.
00:26:01.920 --> 00:26:08.960
I love how countercultural you guys are because I bet if you put 10 brides in this room, it wouldn't be one that would that would pick it.
00:26:09.039 --> 00:26:12.000
I bet it'll be four, five, six of them who would pick it.
00:26:12.240 --> 00:26:14.400
And it's just a knowledge gap, I think.
00:26:14.720 --> 00:26:15.119
Exactly.
00:26:15.440 --> 00:26:18.400
People don't want to be taken by the wedding industry.
00:26:18.720 --> 00:26:23.039
People want to have the right wedding and and have the maximum that they can get for their budget.
00:26:23.200 --> 00:26:25.440
Um, how do you overcome that knowledge gap?
00:26:25.599 --> 00:26:29.839
How do you like show the world that this is an option versus what they've been told?
00:26:30.000 --> 00:26:30.319
Yeah.
00:26:30.640 --> 00:26:31.680
I think a few ways.
00:26:31.839 --> 00:26:32.960
Um, I totally agree.
00:26:33.039 --> 00:26:46.880
And I think that consumers also feel that like consumers are getting more savvy, especially as like Gen, what are we, Gen Z's entering entering the wedding phase of life, and they are very like aware of like how they're spending their dollars.
00:26:47.039 --> 00:26:54.640
Um, so we try like so far, our most successful way to acquire customers has been through social media, paid media strategies.
00:26:54.880 --> 00:26:57.680
So um that's what we have really focused on.
00:26:57.839 --> 00:27:06.799
More recently, we said, how can we diversify that those channels and and be less reliant on paid social and find other ways to get in front of brides?
00:27:07.119 --> 00:27:08.559
And it's been a few things.
00:27:08.720 --> 00:27:17.039
So we we've, you know, we have collaborations with different wedding brands, we have partnerships with like more established brands that we've been able to kind of get in front of their audiences.
00:27:17.279 --> 00:27:32.480
We also recently started um like a wedding pro or an affiliate program where we have planners and actually fresh florists and venue owners who work with us directly and provide or sell our products to their end customer.
00:27:32.640 --> 00:27:38.799
And it's a more organic way to kind of get in front of those um brides who may not have been exposed to us yet.
00:27:39.039 --> 00:27:44.880
Um, but there it's like there's so many ways, but then it's also like, what's the most efficient?
00:27:45.119 --> 00:27:48.960
Where can we like cast the widest net and see the biggest return?
00:27:49.119 --> 00:27:51.680
So far, that has been paid social.
00:27:52.160 --> 00:27:55.279
But I think that we're seeing ways to kind of diversify that.
00:27:55.440 --> 00:28:05.440
Um, another thing is just, you know, through different press opportunities or, you know, anytime we can, we can get on some some good press, we take it obviously.
00:28:05.519 --> 00:28:08.319
And we've been really lucky in that respect too.
00:28:08.559 --> 00:28:12.559
Um, I've been on, we've been on, we've been featured in Good Morning America.
00:28:12.880 --> 00:28:16.400
I was on uh CBS Morning News with Gail King.
00:28:16.559 --> 00:28:25.519
Um, we, you know, have been on Below Deck and on Bravo, and brands are now using our products for like their brand activations and different events.
00:28:25.759 --> 00:28:36.079
So really trying to just get the brand out there as much as possible because as much as we spend on paid ads, and I feel like we're, you know, making a splash, it never fails.
00:28:36.160 --> 00:28:41.039
For this is like, you know, I last year was in 30A at the beach, right?
00:28:41.200 --> 00:28:44.960
And I see all these little groups of bachelorette parties.
00:28:45.039 --> 00:28:49.200
And so sometimes I just can't help myself, but like go up to them and be like, so hey, you're getting married?
00:28:49.279 --> 00:28:51.359
You know, like, what are you doing for wedding flowers?
00:28:51.440 --> 00:28:53.119
Or have you heard of something borrowed blooms?
00:28:53.200 --> 00:29:00.640
And it astonishes me that when I talk to some of these people, like they have some have, but some have never heard of our brand.
00:29:00.720 --> 00:29:04.480
And they are like our key target audience.
00:29:04.720 --> 00:29:11.680
And so again, it just shows me that there's so much opportunity that we haven't even been able to tap into yet.
00:29:12.000 --> 00:29:12.240
Yeah.
00:29:12.319 --> 00:29:15.200
I mean, you're you're very large for a wedding flower brand.
00:29:15.359 --> 00:29:15.680
Yeah.
00:29:15.920 --> 00:29:19.359
But in terms of the wedding flower market, you're like a tiny little net.
00:29:19.839 --> 00:29:21.759
So like there's so much opportunity for you.
00:29:22.000 --> 00:29:23.200
And and just how do you capture it?
00:29:23.359 --> 00:29:23.599
Exactly.
00:29:23.680 --> 00:29:25.519
And the rest of the market is so fragmented.
00:29:25.680 --> 00:29:32.960
Like they're really, if you look at national wedding flower brands, there's not that many of them, and nobody doing what we do at sc at this scale.
00:29:33.200 --> 00:29:40.720
Um, because when we poll our customers, they're really deciding between like their local fresh florist and something for our blooms.
00:29:41.039 --> 00:29:47.519
There's a few, you know, national competitors um that do like fresh flowers that get delivered to your doorstep, but it's very fragmented.
00:29:47.599 --> 00:29:54.319
And so we're really trying to make our way into being one of those, you know, bigger floral brands.
00:29:54.640 --> 00:29:55.680
Well, you're well on your way.
00:29:55.920 --> 00:29:56.400
Thanks.
00:29:56.720 --> 00:29:57.279
Yeah.
00:29:57.599 --> 00:30:01.599
So we we interviewed um Jude's wife, Ashley.
00:30:01.680 --> 00:30:01.839
Yes.
00:30:02.000 --> 00:30:03.200
For Pink Salt Right.
00:30:03.680 --> 00:30:07.519
And um, you know, I have my my daughters, Lily and Hattie.
00:30:07.759 --> 00:30:13.119
Shout out to you know, all the wonderful participants of this podcast, but also the ladies in the audience.
00:30:13.839 --> 00:30:15.279
She's gonna save you some money one day, by the way.
00:30:15.759 --> 00:30:16.240
Yeah, thank you.
00:30:16.400 --> 00:30:21.039
Yeah, let me invest now so that way, uh, because I have two weddings to pay for.
00:30:21.200 --> 00:30:21.519
Yeah.
00:30:21.759 --> 00:30:23.839
Um oh, that's scary.
00:30:24.160 --> 00:30:24.559
All right.
00:30:24.720 --> 00:30:27.599
So, Lauren, when it comes to, I have no experience in this.
00:30:27.759 --> 00:30:40.640
When it comes to being a female entrepreneur, what were some of the challenges that you feel that you faced uh, you know, with working in venture capital and starting a business that um that you maybe experienced firsthand?
00:30:40.799 --> 00:30:43.839
Yeah, I definitely think there's pros and cons, right?
00:30:44.079 --> 00:30:51.279
The fact that there aren't many female founders that are out seeking capital makes you stand out just from that perspective.
00:30:51.519 --> 00:30:55.279
Um, so I try to use that to my benefit, right?
00:30:55.599 --> 00:31:00.160
Also, because we operate in the wedding industry that tends to be more female focused.
00:31:00.400 --> 00:31:09.920
I feel like I can confidently walk in the room and talk to a bunch of investors and know that I know more about what I'm talking about than anybody else in the room does.
00:31:10.079 --> 00:31:15.039
And that also gives me just the confidence and a little bit of edge that I am the expert here.
00:31:15.200 --> 00:31:21.759
And um, you know, it gives me that kind of immediate um just um what do you call it?
00:31:21.839 --> 00:31:23.119
Like just boost of confidence.
00:31:23.279 --> 00:31:23.839
Yes, exactly.
00:31:23.920 --> 00:31:24.240
Yeah.
00:31:24.480 --> 00:31:45.519
Um, at the same time, you know, it is it is different because I have other, you know, friends, male founders who are friends that, you know, I know or can hear that, you know, they get exposure to other investors through hunting and on the golf course and things that I don't naturally just get the same exposure to.
00:31:45.759 --> 00:31:49.359
Um, again, you can either look at that as a negative or a positive.
00:31:49.519 --> 00:31:55.200
I try to look at it as, okay, well, whenever I do get FaceTime with them, it's usually because we mean business.
00:31:55.279 --> 00:31:56.240
Like we're talking business.
00:31:56.319 --> 00:31:59.920
I'm not talking about ducks or whatever, you know?
00:32:00.160 --> 00:32:02.960
Um, so it it it's a it's different.
00:32:03.200 --> 00:32:10.720
Um I think that I've just tried and I think we've done a good job at just, you know, it is what it is.
00:32:10.960 --> 00:32:14.960
We're female found a business, we're a female-led business.
00:32:15.119 --> 00:32:30.400
Um, and I think that the results of the business and the way that we've been able to increase valuation and just keep really focused on the numbers and the performance of the company has really spoken for itself.
00:32:30.559 --> 00:32:47.680
And so I think that also has given me confidence and the feedback that we have from our investors, again, just you know, feedback like how organized we are, how we're capitally efficient, you know, those kind of things that you learn about yourself along the way.
00:32:47.839 --> 00:32:55.680
I think you just kind of have to use that whenever you do go in to meetings when you might be, you know, the only female in the room.
00:32:56.000 --> 00:32:57.599
But use it as your advantage.
00:32:57.680 --> 00:32:59.359
That's what I, you know, that's what I try to do.
00:32:59.519 --> 00:33:08.240
I stand out and and just try to show how we're different and how we're building a business that capital wants to be part of.
00:33:08.400 --> 00:33:11.759
We're not going chasing and begging and you know, doing all that.
00:33:11.839 --> 00:33:16.079
We're building a business that um people want to invest in.
00:33:16.400 --> 00:33:18.799
I I love working with female entrepreneurs.
00:33:19.200 --> 00:33:26.880
Um, it's funny because you know, as an investment banker, we help business owners to sell their companies, find the right buyer, execute the deal.
00:33:27.200 --> 00:33:32.400
And just stat-wise, like 90 plus percent of our clients are men.
00:33:32.960 --> 00:33:36.240
Um and that just that kind of mirrors the stats of mid-market businesses.
00:33:36.319 --> 00:33:37.759
That's totally that's just how it is.
00:33:37.920 --> 00:33:38.240
Yep.
00:33:38.400 --> 00:33:42.880
The females that we have worked with, though, um I find that they're very humble.
00:33:43.440 --> 00:33:48.640
They tend to blow you away because you're sitting there talking to them and you're like, wow, your business is how big?
00:33:49.039 --> 00:33:49.759
Holy cow.
00:33:50.079 --> 00:33:52.559
Uh the way you talked about it, I wasn't I wasn't so sure.
00:33:52.720 --> 00:34:00.799
Whereas you put a guy in that same seat and he's got like a one million in revenue insurance business, and he will talk like it's you know a Fortune 500 company.
00:34:01.119 --> 00:34:01.359
Right.
00:34:01.599 --> 00:34:06.480
And I just love that level of energy and that level of presence in business dealing.
00:34:06.559 --> 00:34:10.719
I I think you ladies are a lot smarter than your uh your male companions.
00:34:11.039 --> 00:34:22.000
Yeah, I think there's some stats out there too that right now, like, you know, uh female founded businesses, like their exits are like better than male, you know, male returns or something like that.
00:34:22.079 --> 00:34:23.599
There's a stat out there, I have to look it up.
00:34:23.760 --> 00:34:29.360
But yeah, I think look, I I think it's also important to note that like I have two sons.
00:34:29.440 --> 00:34:30.960
And so I'm raising two boys.
00:34:31.039 --> 00:34:45.039
And so as a female founder, I know how it feels, but I also know the importance of like making sure my sons like know how to walk in a room and operate and execute and stay humble, but still like strive for success.
00:34:45.199 --> 00:34:51.039
And also at the same time, they know how to love and appreciate a strong and driven woman, right?
00:34:51.280 --> 00:35:05.760
And so I think that finding investors, partners, uh, you know, that have that shared or that um openness to working with females or or um, you know, appreciation, that's also been important for us too.
00:35:05.920 --> 00:35:07.360
So that's part of our vetting process.
00:35:07.440 --> 00:35:10.079
You know, we're looking to see, okay, who else is in the portfolio?
00:35:10.159 --> 00:35:11.599
Do they have any other female founders?
00:35:11.760 --> 00:35:12.639
What are they like?
00:35:12.880 --> 00:35:17.519
Um, in fact, I have to say, I looked at your podcast history and I didn't see a whole lot of female guests.
00:35:17.599 --> 00:35:19.360
And I was like, Oh, your friends.
00:35:19.599 --> 00:35:20.159
I know, right?
00:35:20.559 --> 00:35:22.559
So I was like, okay, I hope this is a good experience.
00:35:22.719 --> 00:35:25.840
So that way, you know, they can just kind of have more exposure there too.
00:35:26.079 --> 00:35:27.360
Our first guest was a female.
00:35:27.519 --> 00:35:28.079
Oh, okay.
00:35:28.239 --> 00:35:29.360
See, I didn't go that far back.
00:35:29.519 --> 00:35:30.000
I should have scrolled.
00:35:30.480 --> 00:35:31.039
Set the stage.
00:35:31.199 --> 00:35:31.360
Yeah.
00:35:31.920 --> 00:35:32.159
Yeah.
00:35:32.400 --> 00:35:40.400
Uh, but yeah, we would love to share the story of more female entrepreneurs out there uh who have gone maybe through the whole process from startup to exit.
00:35:40.480 --> 00:35:40.559
Yeah.
00:35:40.719 --> 00:35:44.880
Like we would, if you're listening in, man, would love to hear your story.
00:35:45.039 --> 00:35:47.679
Where we have a studio here in Lafayette, Louisiana.
00:35:48.079 --> 00:35:48.639
Absolutely.
00:35:48.800 --> 00:35:50.239
As many as want to come.
00:35:50.480 --> 00:35:54.960
Um, you know, like I mentioned, the stats are a lot smaller for female ownership.
00:35:55.440 --> 00:36:02.480
In addition to that, whenever you're talking about mid-market businesses in particular, the stats are extremely small for female ownership.
00:36:03.039 --> 00:36:08.159
Um, and so we definitely want to inspire more female entrepreneurs, but we want to have a lot more of them on.
00:36:08.239 --> 00:36:09.119
So tell your friends.
00:36:09.599 --> 00:36:10.000
Totally.
00:36:10.079 --> 00:36:18.880
I I So I as you're going through, you know, the the Series B in 2025 and you're looking what's next for you?
00:36:19.360 --> 00:36:22.320
Where did where I mean Series B that that's very significant.
00:36:22.400 --> 00:36:27.119
Like you've achieved a lot, and you know, there's a big market share that you could still go after.
00:36:27.679 --> 00:36:34.559
There's there's a point where you start thinking in your head, like as I'm as I'm building this, where do where do I fit in the future of this this growing enterprise?
00:36:34.800 --> 00:36:35.039
Yeah.
00:36:35.119 --> 00:36:40.880
So our immediate, you know, kind of use of funds for the series B was to invest in that new platform.
00:36:41.199 --> 00:36:50.079
The platform we were on previously, it it did well for us for a while, but it was an outdated, unsupported platform that was just like decaying over time.
00:36:50.239 --> 00:36:59.039
Like it just got clunkier and you know, over time it's just it just was we were having so many kind of issues with it, and we knew that it was not serving our customers well anymore.
00:36:59.119 --> 00:37:02.000
So we would need, we knew we had to reinvest in the new platform.
00:37:02.239 --> 00:37:05.519
So we actually just launched that new website on February 11th.
00:37:05.599 --> 00:37:11.039
So not that long ago, we've been heads down still working through some kinks as all good dev projects do.
00:37:11.519 --> 00:37:20.079
Um, but just since we've launched in the last month, we have seen a 26% increase year over year in sales growth.
00:37:20.320 --> 00:37:20.559
Nice.
00:37:20.719 --> 00:37:24.960
And that has actually been on just the platform performance.
00:37:25.039 --> 00:37:28.480
We haven't even optimized ad spin, SEO, nothing.
00:37:28.639 --> 00:37:33.760
Like we have done nothing except switch platforms and we're already seeing 26% growth.
00:37:34.000 --> 00:37:36.639
So that is super encouraging to me.
00:37:36.880 --> 00:37:48.960
Um, next, obviously, we're optimizing ads, C SEOs, like all the things we need to do to kind of make sure we're fully capturing, you know, conversion rate was our biggest metric of success for the new website.
00:37:49.119 --> 00:37:57.199
So we're really looking to make sure that we are um fully um executing against like increasing that conversion rate by about 20%, is what our goal was.
00:37:57.440 --> 00:38:02.480
And then beyond that, we have some other kind of growth arms that we're looking into.
00:38:02.639 --> 00:38:10.239
So one of them I mentioned was the B2B platform where we're working with more professional event and wedding planners and florists and that kind of thing.
00:38:10.400 --> 00:38:12.320
We launched that program last November.
00:38:12.480 --> 00:38:15.280
We went to um a conference called Wedding MBA.
00:38:15.360 --> 00:38:18.400
We've onboarded about 250 pro partners so far.
00:38:18.559 --> 00:38:19.599
That's already doing well.
00:38:19.760 --> 00:38:25.360
We had one pro partner last month that I think has like placed five orders just within one month.
00:38:25.440 --> 00:38:26.400
And that's what we're wanting to see.
00:38:26.480 --> 00:38:29.920
We wanted to see those B2B customers be that repeatable business.00:38:30.079 --> 00:38:31.840
So we're looking to scale that.00:38:32.960 --> 00:38:39.599
Also, we see a big opportunity in serving the broader events market in general.00:38:39.679 --> 00:38:43.760
So the events industry is about 10 times larger than the wedding industry.00:38:43.840 --> 00:38:59.360
And we know that our existing, some of our existing product lines can serve well for think of things like nonprofit events, uh, galas, business luncheons, um, private parties, birthday parties, you know, all the things, bridal showers.00:38:59.519 --> 00:39:03.760
We already know that about 10% of our existing business is outside of our core wedding business.00:39:03.840 --> 00:39:06.320
It's actually for events not wedding related.00:39:06.559 --> 00:39:09.519
So we're looking, and we that's happening totally organically.00:39:09.599 --> 00:39:11.119
We haven't gone after that business at all.00:39:11.280 --> 00:39:19.679
So our next phase of the website platform is gonna be to actually develop a front end that caters to just events customers.00:39:19.840 --> 00:39:27.840
So, someone who is not a bride, who is not planning a wedding right now, our website is very wedding focused, like everything's wedding dresses and dreamy and romantic.00:39:28.000 --> 00:39:30.639
This will be more focused on events.00:39:30.800 --> 00:39:37.519
So you'll see beautiful tablescapes, um, more corporate-looking events and our products being used for those types of applications.00:39:37.760 --> 00:39:54.880
And that's kind of another phase that we're looking to really go after more seriously by building the front end of the website that would cater to that customer, where the back end would still be able to use all of our, you know, custom logic that runs the business at scale from the back end and inventory point of view.00:39:55.119 --> 00:39:56.960
And I think that would help with seasonality too.00:39:57.119 --> 00:39:58.719
So our business is very seasonal, right?00:39:58.800 --> 00:40:01.360
You can't control, you can't force people to get married in certain months of the year.00:40:01.440 --> 00:40:03.280
They're just less, fewer weddings happening.00:40:03.440 --> 00:40:06.400
We still have opportunity, but we do have um seasonality.00:40:06.480 --> 00:40:17.760
And I a goal for the um, you know, events side of the business is to help smooth that seasonality out so that we're not seeing uh, you know, as big seasonal kind of swings there.00:40:18.400 --> 00:40:20.159
Where do you keep all these flowers?00:40:20.320 --> 00:40:20.639
Yeah.00:40:20.880 --> 00:40:26.239
Okay, so we currently have about 35,000 units of rentable inventory.00:40:26.320 --> 00:40:32.000
So 35,000 units of pieces are ready to be rented in our warehouse here in Lafayette, Louisiana.00:40:32.079 --> 00:40:35.360
So we actually have two buildings on the same property now.00:40:35.440 --> 00:40:38.960
Um I think total square footage were probably about 27,000 square feet.00:40:39.119 --> 00:40:40.639
Um, we've grown into that too.00:40:40.800 --> 00:40:45.920
We started off at in my house in the man cave, um, which became the flower room really quickly.00:40:46.079 --> 00:40:47.920
Then we moved into a small office in the oil center.00:40:48.079 --> 00:40:52.639
Then we moved into the warehouse we're in now, that which is about 4,000 square feet when we moved in.00:40:52.800 --> 00:40:56.800
We added on significantly in 2021.00:40:57.119 --> 00:41:02.880
And then we added our second building last year, and then we have some additional property we can continue to grow into.00:41:03.199 --> 00:41:07.760
Um, so that's where we store all the all the inventory is in our facility here.00:41:07.840 --> 00:41:09.920
Everything ships out of our facility in Lafayette.00:41:10.000 --> 00:41:15.039
We have about 40 people on the team that work mostly of most of them are here in Lafayette.00:41:15.599 --> 00:41:20.719
And um, we're able to serve all of our customers across the US from right here in Lafayette.00:41:20.800 --> 00:41:24.880
In fact, we have a FedEx 18-wheeler that gets parked in our lot every single night.00:41:25.039 --> 00:41:26.079
We fill it up every day.00:41:26.159 --> 00:41:28.960
They come haul it off at night and switch it out for a new one the next day.00:41:29.119 --> 00:41:35.840
So um we've gotten to that point too, where, you know, we had at one point it was like five or six FedEx trucks coming every day to pick up all the boxes.00:41:35.920 --> 00:41:39.119
And then finally they were like, we're just gonna send a trailer.00:41:39.360 --> 00:41:43.039
So um that's where everything operates out of here in Lafayette.00:41:43.920 --> 00:41:47.519
As you look back in your journey, what are you most proud of you?00:41:48.559 --> 00:41:49.360
Oh gosh.00:41:49.519 --> 00:41:51.519
Um, most proud of me.00:41:52.880 --> 00:42:03.920
Okay, I feel like every time I I don't know about pro what I'm proud of, but I I've said this before, but I feel like I wasn't the fullest version of myself.00:42:04.079 --> 00:42:11.920
And I didn't know who I really was meant to be or who I really wanted to be until I started this business.00:42:12.159 --> 00:42:20.480
And I think it has shifted me and pushed me and stretched me in ways that I had never experienced before.00:42:20.559 --> 00:42:25.760
And so I never knew certain corners of myself until I've gone through this process.00:42:26.159 --> 00:42:36.320
And so I'm really proud of that, just like self-discovery and just being really happy with who I am and where I am right now.00:42:36.719 --> 00:42:42.960
Um I think that's the biggest, like for me personally, that's like the biggest yeah.00:42:43.599 --> 00:42:48.000
When when people are running a business, um you get a lot of shoulds.00:42:48.159 --> 00:42:49.519
People should on you all the time.00:42:49.679 --> 00:42:51.119
You should do this or you should do that.00:42:51.360 --> 00:42:55.039
And it's usually people who have never paid you a dollar or who have ever bought something.00:42:55.760 --> 00:42:59.679
What are what what are some of the the shoulds that you're glad you didn't do?00:42:59.920 --> 00:43:00.239
Yeah.00:43:00.880 --> 00:43:09.679
In the early days it was a lot of shoulds around you should have uh teal and black colored flowers because that's what I want.00:43:09.840 --> 00:43:13.760
You should have uh purple, green, and gold colored flowers because that's what I want.00:43:13.920 --> 00:43:20.159
And at first I had a hard time saying no because it was in the early days when I was just I wanted to make a sale no matter what.00:43:20.320 --> 00:43:20.639
Yeah.00:43:20.880 --> 00:43:33.440
And it was when my co-founder Lakin, she was very a lot more focused on like, no, this is the model, this is the only way it's gonna work, and had to like reel it in and just know that like customization is not something we would ever be able to offer.00:43:33.519 --> 00:43:35.760
And so we have not gone down that route.00:43:35.840 --> 00:43:40.719
And I think that is something that I'm I'm still like, I feel solid in that choice.00:43:40.960 --> 00:43:45.599
We've done things to be able to allow customers to more to customize their order.00:43:45.760 --> 00:43:48.079
So we don't have any minimums, we don't have any packages.00:43:48.239 --> 00:43:50.000
They can mix and match among collections.00:43:50.079 --> 00:43:55.280
We have products that you can like intertwine and mix in so you can bring your vision to life in different ways.00:43:55.440 --> 00:43:59.760
Um, but this should uh you should do this for me because I want it.00:44:00.239 --> 00:44:04.239
It um is something that we've had to just graciously say no to.00:44:04.719 --> 00:44:12.159
Um, so yeah, that uh you know, you should shorten the name, you should ship to wherever, you know.00:44:12.480 --> 00:44:13.599
You got shitted on, yeah.00:44:13.679 --> 00:44:13.840
Yeah.00:44:14.079 --> 00:44:14.239
A lot.00:44:14.320 --> 00:44:14.480
Yeah.00:44:14.639 --> 00:44:15.119
Oh no.00:44:15.199 --> 00:44:21.679
The one I get over and over and over again, mostly from investors, is have you ever thought about funerals?00:44:21.840 --> 00:44:23.199
You should do funerals.00:44:23.360 --> 00:44:24.559
And I'm like, how depressing.00:44:24.800 --> 00:44:25.039
Exactly.00:44:25.119 --> 00:44:26.960
I'm like, no, I don't want to.00:44:27.760 --> 00:44:30.880
And you don't usually have a lead time on a funeral.00:44:31.039 --> 00:44:32.400
You have lead times with weddings.00:44:32.559 --> 00:44:36.639
So customers place an order, you know, let's say two months in advance.00:44:36.960 --> 00:44:38.559
Anyway, that's a whole nother tangent.00:44:38.639 --> 00:44:44.880
Uh I'm I'm telling uh literally 90% of every investor I've ever met with has said that we should do funerals.00:44:45.119 --> 00:44:47.440
So that'd be a different business model.00:44:47.519 --> 00:44:47.760
Yeah.00:44:47.920 --> 00:44:50.400
I mean, it it could be a good business model, but it's a different one.00:44:50.559 --> 00:44:50.880
Yeah.00:44:51.119 --> 00:44:51.920
Um, okay.00:44:52.079 --> 00:44:54.559
You mentioned Florist twice, so I'm gonna make a left turn here.00:44:54.719 --> 00:44:54.880
Okay.00:44:55.360 --> 00:44:57.199
Because event venues, I get it.00:44:57.360 --> 00:45:00.559
Like partnering with them because they're gonna be a wholesale customer for you.00:45:00.639 --> 00:45:02.079
And that that makes a lot of sense.00:45:02.400 --> 00:45:04.079
Planners makes so much sense.00:45:04.239 --> 00:45:07.599
Florists, you are competing head to head with florists.00:45:07.760 --> 00:45:07.920
I know.00:45:08.079 --> 00:45:10.880
How are you getting them to buy your product or to recommend your product?00:45:11.199 --> 00:45:12.000
Okay, really interesting.00:45:12.079 --> 00:45:14.639
Because when we first started, I had so much florist hate.00:45:14.719 --> 00:45:16.480
Like, seriously, like and I still do.00:45:16.639 --> 00:45:18.320
But yeah, this is their big moneymaker.00:45:18.480 --> 00:45:18.800
I know.00:45:18.880 --> 00:45:22.480
Okay, so let me tell you why like that has shifted in the last couple of years.00:45:22.559 --> 00:45:25.599
And it's been really interesting because we've been going to this one conference, Wedding MBA.00:45:25.679 --> 00:45:29.119
It's the biggest wedding industry conference there is in Las Vegas.00:45:29.360 --> 00:45:36.480
And the first few years, wedding florists would walk by us, you know, give us the side eye, not want to engage with us at all.00:45:36.639 --> 00:45:42.960
Over the last couple of years, we started getting a little more like just questions, just wanting to know like, what's what are you doing over here?00:45:43.039 --> 00:45:43.599
How does it work?00:45:43.760 --> 00:45:44.800
Yada, yada, yada.00:45:45.280 --> 00:45:48.000
Well, then we started trying to talk to them about like how can we help you?00:45:48.079 --> 00:45:48.800
What can we do?00:45:48.960 --> 00:45:56.960
And what we realized is a lot of florists are really struggling to meet brides where they are and what they want.00:45:57.119 --> 00:46:11.119
So the the trend has been that through social media and all the things, brides visions of what they want their floral vision to look like is getting bigger and bigger and bigger, but the budget is not growing as fast as the visions are.00:46:11.199 --> 00:46:15.199
So the but the vision's getting bigger, but the budget's probably getting a little tighter.00:46:15.440 --> 00:46:23.199
And so the problem that florists have been having is that fresh floral prices have been super volatile and very expensive ever since COVID.00:46:23.280 --> 00:46:25.519
And they really have not stabilized since then.00:46:25.679 --> 00:46:31.920
And so the, the, the florist margins have just been, I mean, like squashed, right?00:46:32.079 --> 00:46:43.199
So a lot of them are even either having to tell a bride that comes in with this vision that they want, a lot of them are saying, if you don't have a five or$10,000 minimum, I can't serve you.00:46:43.360 --> 00:46:46.719
And so they're literally leaving business on the on the floor.00:46:46.800 --> 00:46:49.599
They're having to tell people no and they're ushering them out the door.00:46:49.760 --> 00:46:58.239
What we are proposing to them is we're saying, hey, this is a way you can actually incorporate our products that are already pre-made, ready to go.00:46:58.480 --> 00:47:04.159
It significantly lessens like your time, your teen's time to have to do any kind of setup.00:47:04.400 --> 00:47:15.760
You can use our products and mix them in with your own fresh designs if the bride is wanting like a mix of fresh info, which we're seeing people really kind of lean into that.00:47:16.000 --> 00:47:24.559
So now the florists can use our products and we're giving them a discount so they can make immediate margin just off of selling our products to the floor to the bride.00:47:24.719 --> 00:47:27.119
They're making margin just off of the discount we're giving them.00:47:27.280 --> 00:47:39.119
But then they can also upsell the bride on the design, the layout, the install, and still serve them some fresh pieces while being able to actually serve more customers than they were before.00:47:39.280 --> 00:47:49.920
So now instead of only being able to do one fresh wedding a day, they can do one fresh wedding and one something bar blooms and fresh mixed wedding because of the time that we're able to save them.00:47:50.079 --> 00:47:52.480
So we're looking at it as a new revenue stream for them.00:47:52.559 --> 00:47:56.079
We're saying, hey, we can expand your business by actually offering more silks.00:47:56.159 --> 00:48:07.840
And now more customers are actually going into the florists asking for silk or asking if they do any rentals because they know that the concept exists and they know that they want to be able to find ways to maximize their budget.00:48:08.000 --> 00:48:16.480
And now this allows a florist to be able to offer that without having to invest in the inventory, store the inventory, you know, kind of keep up with the new trends.00:48:16.559 --> 00:48:18.079
Like we have it that all figured out.00:48:18.159 --> 00:48:21.440
So when we ship them the product, the centerpieces are in vases, ready to go.00:48:21.599 --> 00:48:24.079
The garlands are already pre-designed, pre-constructed.00:48:24.159 --> 00:48:28.800
You literally take it out of the box, zip tie it to the arch, and you're all set.00:48:29.039 --> 00:48:32.239
So that's how we've been able to really get florists to be on board.00:48:32.400 --> 00:48:37.679
Of course, there are some that are still like, you know, not into this, but there's so many who were.00:48:37.840 --> 00:48:50.400
I I did a talk at Wedding NBA last year, and I probably had 300 florists in the room just wanting to hear more about our pro partner program, how it works, how they can, you know, get involved.00:48:50.480 --> 00:48:53.199
And so that has been a game changer.00:48:53.280 --> 00:48:55.039
And that has happened very recently.00:48:55.199 --> 00:48:56.800
It was not always the way that way.00:48:56.960 --> 00:49:01.599
Tides have definitely shifted where I think they're looking for ways to expand their business.00:49:01.760 --> 00:49:11.679
So I would bet if you put 10 brides in a row, I would assume at least nine of them are either Googling or putting into Chat GPT, how do I save money on my wedding?00:49:11.840 --> 00:49:12.079
Yeah.00:49:12.239 --> 00:49:14.239
Like they're they're trying to find that information.00:49:14.320 --> 00:49:16.639
So how do you get that information in front of them?00:49:16.800 --> 00:49:25.199
How do you make it so that the the solid answer is, well, you can you can cut your florist budget, you know, by a two-thirds if you go to some something borrowed blooms.00:49:25.519 --> 00:49:25.679
Yeah.00:49:26.000 --> 00:49:26.559
Yep.00:49:26.800 --> 00:49:27.599
Yeah, I know.00:49:27.760 --> 00:49:30.639
That's essentially what we're trying to do every single day.00:49:30.800 --> 00:49:35.199
So, I mean, through content, blog posts, we have YouTube channels, we have.00:49:35.840 --> 00:49:50.880
I mean, if you look on our social followings, you'll see all the content we create and put out, all the collaborations we do with other brands, um, how we try to position ourselves as the expert in the wedding industry, um, just to get the word out there.00:49:51.119 --> 00:50:01.199
But it again, as much as we do, it's it's still crazy and honestly exciting to me that there's still so many people that have not yet learned about something borrowed blooms.00:50:01.280 --> 00:50:06.239
And to me, that just means there's more sales to capture, more customers to convert.00:50:06.320 --> 00:50:09.440
So I'm just surprised you can say the name so fast.00:50:09.519 --> 00:50:11.519
You obviously have a lot of a lot of practice with it.00:50:12.880 --> 00:50:14.400
Something borrowed blooms.00:50:15.199 --> 00:50:18.000
I say it a lot, and I say it fast because it is a long name.00:50:18.239 --> 00:50:20.079
But um, but yeah.00:50:20.800 --> 00:50:27.119
So one of our favorite parts of uh the show is meeting great entrepreneurs, hearing their story.00:50:27.199 --> 00:50:30.320
Uh, we do this to inspire future entrepreneurs.00:50:31.039 --> 00:50:33.840
And um and then also we love deals, right?00:50:34.159 --> 00:50:37.119
But the the guests get to ask a question to the next guest.00:50:37.199 --> 00:50:39.119
So you'll get to ask a question to the next guest.00:50:39.199 --> 00:50:40.320
I have not read this.00:50:40.480 --> 00:50:41.199
This is from Jeremy.00:50:41.760 --> 00:50:42.719
Jude's gonna read it.00:50:43.119 --> 00:50:45.840
If he some of our guests don't have the best handwriting.00:50:46.000 --> 00:50:46.159
Okay.00:50:46.320 --> 00:50:49.920
All right, so Jude's gonna read you a question from our previous guest, Jeremy.00:50:51.440 --> 00:50:54.320
What's the last thing you did for the first time?00:50:54.880 --> 00:50:56.239
What did it teach you?00:50:56.960 --> 00:50:58.239
He said, Don't hold back.00:50:58.880 --> 00:50:59.199
Oh wow.00:51:00.000 --> 00:51:02.079
Wow, that is so unique.00:51:04.719 --> 00:51:16.960
I mean first time, okay, like I just mentioned this, but like last November, it was my first time presenting to a room full of florists, which I never thought I would do before.00:51:17.199 --> 00:51:18.880
And that was pretty intimidating.00:51:19.039 --> 00:51:23.119
Um, just knowing what I think the stigma was around what I was talking about.00:51:23.519 --> 00:51:33.840
But I think what it taught me was afterwards, I was very um insecure going into the talk, and even through the talk, I was just insecure in general because of who the audience was.00:51:34.159 --> 00:51:42.639
At the end of it, I had so many people come up to me and ask more questions or tell me why they were interested in what I was talking about.00:51:42.800 --> 00:52:04.239
That it taught me that again, just like leading with confidence and going in with um that mindset of that I'm I am adding value and I am providing information to people that is helpful to them, that I should have led with that, because I think I would have done a better job on the presentation if I would have had that feedback and confidence ahead of time.00:52:04.480 --> 00:52:16.480
So knowing that, I'm trying to take that with me into next year's presentation and just be better and more confident and just go in with them with the mindset of providing value to others that are who were there.00:52:16.800 --> 00:52:17.840
It's a hard sell.00:52:18.079 --> 00:52:18.480
It is.00:52:18.800 --> 00:52:24.480
Because like the florists can't tell their customers, hey, these fake flowers are just as good as our real ones.00:52:24.880 --> 00:52:26.480
Like, like they're never gonna say that.00:52:26.559 --> 00:52:32.320
But I could definitely see them saying, Well, look, people are only gonna get within 10 feet of a handful of arrangements.00:52:32.400 --> 00:52:32.639
Yep.00:52:32.800 --> 00:52:34.079
So spend your money there.00:52:34.239 --> 00:52:37.199
And then all the ones that are on the altar and all the ones that are far away.00:52:37.599 --> 00:52:38.239
We can mix in.00:52:38.480 --> 00:52:40.239
Do the faux flowers in those scenarios.00:52:40.400 --> 00:52:42.800
And I could definitely see that being a selling point for florists.00:52:43.119 --> 00:52:43.840
Absolutely.00:52:45.039 --> 00:52:48.239
There's a book called Turning Enemies into Allies, right?00:52:49.519 --> 00:52:52.960
Most people would have the same assumption that Jude and myself did.00:52:53.199 --> 00:52:55.519
They're your they're pure competition.00:52:55.840 --> 00:52:57.360
Why are you even talking with them?00:52:57.440 --> 00:53:06.880
And you had that you had a uh an intuitive thought, a different way of thinking of going, no, they're saying no to 70% of their business who can't afford that ten thousand dollar.00:53:08.400 --> 00:53:12.960
So you knew walking into this that there would be some haters there.00:53:13.360 --> 00:53:22.559
How does a person who is joyous, who has a heart for people I could tell, go and stand in front of uh a community of maybe potentially enemies?00:53:22.800 --> 00:53:23.280
Yeah.00:53:24.000 --> 00:53:26.800
Like I said, it would it was really hard for me.00:53:26.880 --> 00:53:31.360
Um, and because I was following that room, it was called the florist track room.00:53:31.440 --> 00:53:39.039
So, like the other presenters were florists who were just sharing other tips and you know, different strategies of how to grow their business.00:53:39.119 --> 00:53:44.400
And I was the only one who was like the outsider, not anti-florist, but you know what I mean.00:53:45.039 --> 00:53:47.519
Like Nick Saban walking into a room full of LSU fans.00:53:47.760 --> 00:53:49.920
It's like, oh exactly.00:53:50.320 --> 00:53:54.880
And you know, a lot of them have been in the floral industry for 30 plus years.00:53:54.960 --> 00:53:58.480
And here I am with actually no floral experience.00:53:58.559 --> 00:54:00.800
I don't make the flowers, I don't, I don't make the bouquets.00:54:00.880 --> 00:54:03.199
I have no, I can, I can tell you what I like.00:54:03.280 --> 00:54:06.480
I'm very involved in the product development, but I'm not actually constructing any of them.00:54:06.639 --> 00:54:06.880
Okay.00:54:07.039 --> 00:54:12.559
So I think that also made me feel less than or like, you know, imposter syndrome 100%.00:54:13.519 --> 00:54:20.400
Um, I think at that moment, like I just try to focus on I'm doing this for a purpose.00:54:20.480 --> 00:54:25.920
And the purpose for me doing this is A to accelerate and grow and better my business.00:54:26.000 --> 00:54:32.480
And I have my team who is here, who's relying on me to deliver this message to grow the B2B program.00:54:32.559 --> 00:54:35.920
Like I have, you know, our sales director and our our Lakin's our CMO.00:54:36.000 --> 00:54:42.079
And, you know, they've crafted the message, they've crafted the deck, they've said, this is who we want to get in front of, this is how we think we can grow the business.00:54:42.320 --> 00:54:44.480
This is what we need you to go up there and deliver.00:54:44.639 --> 00:54:47.280
So I knew like the pressure was on me.00:54:47.519 --> 00:54:53.920
I couldn't, I couldn't simply just say, oh no, nobody's gonna like this, or no, I'm too insecure, I can't do it.00:54:54.000 --> 00:55:02.400
So I knew I had to get up there and perform and deliver and, you know, and also had to keep in mind like, why am I doing this?00:55:02.559 --> 00:55:12.559
Obviously, I want to grow my business, but I also want to give the people in this room the opportunity to grow their business by using something borrowed blooms, right?00:55:12.719 --> 00:55:26.960
And so when I really just tried to zone in on those two things and stop comparing myself to, you know, the florist before me who has been doing flowers for 50 years, I just had to say, I had to accept that.00:55:27.119 --> 00:55:27.760
I'm different.00:55:27.920 --> 00:55:30.320
I am not like everybody else in this room, but that's okay.00:55:30.480 --> 00:55:34.239
I bring something new, I bring a different value, and that's that's why I'm here.00:55:34.480 --> 00:55:38.960
So I've actually done this before, giving a speech to our biggest competitors.00:55:39.199 --> 00:55:46.400
There is something liberating about walking into a room where you're like, these people couldn't hate me any more than they already do.00:55:46.639 --> 00:55:47.039
Oh, true.00:55:47.360 --> 00:55:48.960
The only way to go from here is up.00:55:49.280 --> 00:55:53.679
And you know, like anything you say to them, I mean, it's probably gonna be an improvement.00:55:53.760 --> 00:55:54.000
Yeah.00:55:54.159 --> 00:55:55.599
So I bet you made some good inroads.00:55:55.840 --> 00:55:56.079
I did.00:55:56.159 --> 00:56:05.679
And you know, it's like funny, right after the talk was over, someone came up to me and she was like, this older lady, and she's kind of she's like, you know, I've been following you and your business for a long time.00:56:05.760 --> 00:56:11.280
And she's like, and I have to tell you, I have hated you and everything you've done.00:56:11.440 --> 00:56:16.800
And I just think I just thought you were the worst thing to ever hit the wedding in the flower industry.00:56:16.960 --> 00:56:18.320
And I'm like, okay.00:56:18.480 --> 00:56:25.039
And then, but then she goes, but what you're doing now, she's like, this makes a lot of sense.00:56:25.119 --> 00:56:28.159
She's like, this like changes the game for me.00:56:28.320 --> 00:56:38.000
And like it was just that immediate, like, and just hearing that again, like it gave me that permission, like, yes, I am here adding value and I'm helping other people, right?00:56:38.239 --> 00:56:44.400
But that feedback, I mean, I knew that's what the majority of the people in that room had that initial perception of me and the business.00:56:44.480 --> 00:56:46.880
And so But just take it as a compliment.00:56:46.960 --> 00:56:47.119
Yeah.00:56:47.360 --> 00:56:49.199
People hate you when they feel threatened by you.00:56:49.360 --> 00:56:49.679
Exactly.00:56:49.920 --> 00:56:55.119
You were going in there to a place where they couldn't deliver on their customers' needs.00:56:55.199 --> 00:56:55.360
Right.00:56:55.519 --> 00:56:57.119
And you were telling them I can do it better.00:56:57.280 --> 00:56:57.599
Right.00:56:57.840 --> 00:57:12.400
Another lesson I had to learn really early on was um that when you're doing anything disruptive or revolutionary or like changing a stagnant industry, you have to expect polarizing feedback.00:57:12.559 --> 00:57:20.079
And if you're just getting the middle of the road, like, oh yeah, that's cool or yeah, nice idea, that means you're not doing something that's really changing the game.00:57:20.239 --> 00:57:25.360
So I had to get really comfortable with people who said, Oh my God, this is genius.00:57:25.519 --> 00:57:25.920
I love it.00:57:26.079 --> 00:57:27.360
This is the best thing I've ever heard of.00:57:27.440 --> 00:57:31.920
And at the same time, I have the haters on the side who this is so tacky.00:57:32.079 --> 00:57:33.119
I would never do this.00:57:33.360 --> 00:57:35.920
You're ruining the wedding industry, yada, yada, yada.00:57:36.159 --> 00:57:37.519
At first, that really bothered me.00:57:37.599 --> 00:57:41.199
But then I heard this on a podcast actually about this polarizing feedback.00:57:41.280 --> 00:57:44.239
And I was like, that really resonated with me.00:57:44.320 --> 00:57:45.360
That made so much sense.00:57:45.440 --> 00:57:50.800
That from that point on, every time I would get that negative feedback that bothered me, it have to just like level set.00:57:50.880 --> 00:57:55.760
Okay, but as many people that are saying they hate me, I have 10 times more of people that are saying that they love me.00:57:55.920 --> 00:57:59.679
So just have to reset the mind, the mindset there.00:57:59.920 --> 00:58:02.000
It's a razor's edge between love and hate too.00:58:02.320 --> 00:58:04.800
If people are pleasant to you, it means you bored them.00:58:05.280 --> 00:58:05.599
Exactly.00:58:05.840 --> 00:58:06.639
You don't want to bore people.00:58:06.800 --> 00:58:09.119
You want to have people like really excited to give feedback.00:58:09.280 --> 00:58:09.519
Yeah.00:58:09.679 --> 00:58:21.199
Uh, you know, I had a friend who was a divorce lawyer, um, and he said that whenever people were going through a divorce, he could tell the ones that had no chance of reconciling, and it's because they were just like so ambivalent to each other.00:58:21.280 --> 00:58:22.480
They just they didn't care anymore.00:58:22.639 --> 00:58:24.000
They were ready to walk out of that room.00:58:24.480 --> 00:58:30.079
It's the ones that like couldn't stand each other, they hated each other so much, that's when he was like, hey, maybe they have a shot.00:58:30.159 --> 00:58:34.960
Yeah, like there's so much passion there, and people are passionate about things that they care about.00:58:35.280 --> 00:58:37.039
So it's yeah, pretty exciting to see.00:58:38.000 --> 00:58:38.480
All right.00:58:38.639 --> 00:58:47.840
As we close out, um, what's a book, movie, or song that really uh touches your heart in the world of weddings?00:58:48.079 --> 00:58:48.400
Okay.00:58:49.039 --> 00:58:57.199
Um as it relates to weddings, geez, that's the um uh okay.00:58:57.519 --> 00:59:04.800
So when I first started the business, I read this little it's a quick, little, quick, easy read called The Purple Cow, and it's just about how to stand out.00:59:05.679 --> 00:59:05.920
Yes.00:59:06.079 --> 00:59:06.800
Oh, so good.00:59:07.039 --> 00:59:08.800
And I tend to recommend that.00:59:08.880 --> 00:59:13.840
I do a lot of talks with like high school or you know, college-age kind of people who are in business.00:59:13.920 --> 00:59:21.360
And like I think it's just a quick, easy, you get the concept, just being a purple cow, just standing out in a sea of, you know, black and white cows.00:59:21.519 --> 00:59:26.000
I think that always has kind of helped me make decisions about how to run and grow our business.00:59:26.079 --> 00:59:28.880
So that's one I I think back on fondly.00:59:29.360 --> 00:59:30.320
Um, yeah.00:59:30.559 --> 00:59:43.519
And then kind of not a book or a movie specifically, but pop culture-wise, I just have to throw in there that I'm super excited about Taylor Swift's upcoming wedding, and I can't wait to see what it's like.00:59:43.920 --> 00:59:49.199
Her engagement had such a big effect on the wedding industry, and it was surrounded with florals.00:59:49.280 --> 00:59:51.039
And so, of course, it was a great moment for us.00:59:51.119 --> 00:59:54.239
We kind of use that as talking about trends and what we're seeing in the wedding industry.00:59:54.400 --> 00:59:58.880
And it's always cool to see like the Swift dynamics and this Taylor Swift effect on different industries.00:59:59.039 --> 01:00:02.880
And obviously, the wedding industry will get to see that hopefully soon this year.01:00:02.960 --> 01:00:05.840
So you need to write to her agent, offer free flowers.01:00:06.000 --> 01:00:06.239
I know.01:00:06.320 --> 01:00:13.599
I was like, I would literally pay to do her flowers, like I will pay you our entire ad budget for the entire year to do the flowers.01:00:13.920 --> 01:00:14.559
Hear that, Taylor?01:00:14.719 --> 01:00:15.840
I know you're listening in.01:00:16.480 --> 01:00:18.159
You gotta drop the name in a song, though.01:00:18.239 --> 01:00:19.199
That's that's the only feedback.01:00:19.840 --> 01:00:20.320
I don't even care.01:00:20.480 --> 01:00:22.960
Just give us pictures, we'll make a deal.01:00:23.039 --> 01:00:24.079
Like, I don't even care.01:00:24.480 --> 01:00:24.960
So yeah.01:00:25.199 --> 01:00:32.480
Well, Taylor, uh, go over to thedealpodcast.com, fill out a quick form, and we'll we'll make a connection to our guests and we'll go from there.01:00:32.639 --> 01:00:36.400
Fellow deal makers, we love you, and uh, we'll see you all on the next episode.01:00:36.559 --> 01:00:37.440
Cheers, guys.
