When Michael Jacobson's uncle called to sell the flower shop he'd run for nearly 40 years, the plan was simple: help wind it down. The business was losing money, and Michael was just a bored corporate consultant doing his uncle a favor. Instead, he found an entire industry frozen in time, still running on fax machines, gutted by aggregator commissions, and decades behind on technology. So he quit his job and took over the shop himself.

In this episode of The Exit Plan, Alex sits down with Michael to break down how he grew a single location from a few hundred thousand in revenue to nearly $10 million, why he rebuilt the whole business around three pillars (technology, supply chain, and marketing), and how a $13,000 printer ink problem accidentally led to the best software in the floral industry.

They also get into the part most founders rush: Michael opened multiple corporate stores and waited years before franchising, why his first attempt to sign franchisees completely failed, and what he actually looks for in an owner now. Plus the customer experience philosophy behind French Florist and why he believes flowers are the most underrated gift you can give.

A blueprint for taking an overlooked, unsexy industry and building something an order of magnitude better.

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