Acquiring Minds Podcast Summary: "Taking a Flower Shop from $600k to $9 Million"

Podcast Information:

• Title: Acquiring Minds
• Host: Will Smith
• Episode Title: Taking a Flower Shop from $600k to $9 Million
• Release Date: January 6, 2025
• Description: In this episode, Will Smith interviews Michael Jacobson, an entrepreneur who transformed his uncle's struggling flower shop into a thriving $9.5 million business. Michael shares his journey, strategies, and insights on acquisition entrepreneurship within the floral industry.

1. Introduction

Will Smith introduces the episode by highlighting the often-overlooked potential in acquiring businesses like flower shops. He emphasizes how acquisition entrepreneurs, like Michael Jacobson, can disrupt traditional industries by bringing fresh perspectives and innovative strategies.

Will Smith [00:00]: "This is a fascinating story and it might make you linger over those flower shop listings you probably have ignored on BizBuySell."

2. Michael's Background and Decision to Acquire the Flower Shop

Michael Jacobson provides his background, detailing his transition from corporate consulting to entrepreneurship. Dissatisfied with the lack of fulfillment in his corporate role, Michael was approached by his uncle, who was struggling to sell his flower shop.

Michael Jacobson [05:01]: "I joined corporate consulting, worked for a wonderful firm... but I just wasn't really fulfilled."

3. Initial Challenges of the Flower Shop

Upon acquiring his uncle’s flower shop, Michael encountered numerous challenges:

• Outdated Technology: The shop was operating on antiquated systems, including old servers and paper-driven processes.
• Financial Struggles: Despite generating $600,000 in annual revenue, the business was barely profitable due to high overheads and litigation costs.
• Dependence on Intermediaries: A significant portion of revenue was siphoned off by order aggregators like 1-800-Flowers, consuming 30-40% of sales.

Michael Jacobson [11:18]: "Average flower shop is doing about 320-350k in revenue, usually making about 10-12% profit margin."

4. Implementing Operational Improvements

a. Cutting Intermediaries and Increasing Margins

Michael identified that reducing dependence on intermediaries could substantially improve profitability. By eliminating services like 1-800-Flowers, he aimed to reclaim commissions and reinvest them into more effective marketing strategies.

Michael Jacobson [14:55]: "If you could eliminate a 35% commission that's being taken on 60% of the orders, then it could be a pretty fruitful business."

b. Technological Upgrades

Recognizing the need for modernization, Michael invested in building proprietary technology to streamline operations:

• Digitizing Processes: Transitioned from paper-based systems to digital solutions, saving costs and reducing errors.
• Custom Software Development: Created an integrated platform from scratch to manage orders, inventory, and customer relationships.
• SEO and Marketing Optimization: Enhanced website architecture to improve search engine rankings and conversion rates.

Michael Jacobson [33:29]: "We built a web architecture that was in the way that Google wants a web architecture to be built."

5. Strategic Decisions Leading to Growth

The strategic overhaul led to remarkable growth:

• Revenue Surge: Post-technology implementation, a single shop's revenue soared from $600,000 to $9.4 million within a year.
• Expansion: Launched additional locations, each surpassing the performance of typical flower shops by generating upwards of $1 million annually.
• Supply Chain Optimization: Cut out wholesalers to purchase directly from farms, securing better quality flowers at lower costs.

Michael Jacobson [52:19]: "We launched it all at once. We came in the next day with this brand new system... we doubled our revenue overnight."

6. Expansion and Franchising

Building on the success of the initial transformation, Michael explored franchising as a scalable model:

• Franchise Model: Offered a comprehensive support system to franchisees, including technology, supply chain access, and marketing.
• Conversion Franchising: Enabled existing independent florists to convert into French Florist franchises, benefiting from the established infrastructure and brand.
• Controlled Growth: Planned to expand slowly, targeting specific regions to maintain quality and operational excellence.

Michael Jacobson [74:39]: "We could convert into a French florist... we could hire owners who are more committed and dedicated to providing a better customer experience."

7. Comparing Franchising vs. Private Equity Models

Michael contrasts his franchising approach with traditional private equity roll-up strategies:

• Owner Motivation: Emphasizes that franchise owners, who remain 100% owners, are more motivated compared to managers hired by private equity firms.
• Customer Experience: Believes that passionate owners provide a superior customer experience, fostering loyalty and higher sales.
• Sustainability: Prefers franchising to ensure long-term sustainability and positive impact on individual lives, rather than focusing solely on financial gains.

Michael Jacobson [76:27]: "We want to leave this earth a little better than how we found it... franchising was the best way to do that."

8. Insights on the Flower Industry

Michael provides valuable insights into the flower industry's dynamics:

• Fragmentation: With around 30,000 florists in the U.S., the industry is highly fragmented, lacking dominant players like Starbucks in the coffee industry.
• Lack of Innovation: The absence of significant technological advancements and high dependence on intermediaries stifles growth and profitability.
• Consistent Demand: Contrary to perceptions, there is steady demand beyond peak seasons like Valentine's Day and Mother's Day, driven by everyday occasions.

Michael Jacobson [85:59]: "If you break it down, there's a $19 billion industry, specifically retail florists... it's super fragmented."

9. Advice for Potential Acquisition Entrepreneurs

Addressing Will Smith’s audience, Michael offers guidance for those considering buying a flower shop:

• Due Diligence: Thoroughly evaluate the financials, supply chain, and operational systems before acquisition.
• Technology Investment: Even on a smaller budget, implementing basic digital solutions can enhance efficiency and profitability.
• Market Understanding: Recognize that flower shops can achieve significant growth with the right strategies, despite industry skepticism.
• Adaptability: Be prepared to innovate and challenge industry norms to unlock hidden potential.

Michael Jacobson [91:28]: "There’s a lot of headwinds against independent florists right now... the only way to operate a flower shop and the way that we are successfully is to do it with and through our brand."

10. Conclusion

Will Smith wraps up the episode by applauding Michael's scrappy and innovative approach to transforming a traditional flower shop into a booming business empire. Michael emphasizes the importance of teamwork and dedication, highlighting that his success is a collective effort.

Will Smith [110:04]: "This is a scrappy story. You really took some raw material and have forged something that has a lot of momentum and even maybe the shot at disrupting an industry."

Key Takeaways

• Acquisition Entrepreneurship: Buying and revitalizing existing businesses can unlock significant growth opportunities, especially in fragmented industries.
• Technology as a Catalyst: Modernizing operations through technology can drastically improve efficiency, customer experience, and profitability.
• Eliminating Middlemen: Reducing dependence on intermediaries allows businesses to reclaim revenue and invest directly in growth strategies.
• Franchising for Scale: A well-structured franchising model can facilitate controlled and sustainable expansion, leveraging the passion and commitment of individual owners.
• Industry Potential: Even industries perceived as stagnant or unprofitable, like traditional flower shops, hold untapped potential for innovation and growth.

Notable Quotes

• Will Smith [00:00]: "Maybe I'm stretching, but today is at least one example Michael fits this profile exactly and he is making moves in a $19 billion industry."
• Michael Jacobson [05:01]: "I just wasn’t really fulfilled... actively looking for something that was a little bit more entrepreneurial."
• Michael Jacobson [14:55]: "...if we could eliminate a 35% commission that's being taken on 60% of the orders, then it could be a pretty fruitful business."
• Michael Jacobson [33:29]: "We built a web architecture that was in the way that Google wants a web architecture to be built."
• Michael Jacobson [52:19]: "We doubled our revenue overnight because it was just a fundamentally better web architecture."
• Michael Jacobson [85:59]: "...a $19 billion industry, specifically retail florists, so not even including wholesalers or farm level."
• Michael Jacobson [91:28]: "If you were to join the French florist family... you can scale that a little bit quicker."

Final Thoughts

Michael Jacobson's journey exemplifies the transformative power of acquisition entrepreneurship. By identifying inefficiencies, leveraging technology, and fostering a passionate team, he not only revitalized a struggling flower shop but also set the foundation for a scalable and impactful business model. Aspiring entrepreneurs can draw valuable lessons from his strategic approach and unwavering commitment to innovation and customer excellence.

For more insights and detailed playbooks on acquisition entrepreneurship, listeners are encouraged to sign up for episode summaries at Acquiring Minds and explore additional content on their YouTube channel.