eCommerce Fuel
Personality Testing, Mastering International Logistics and Building a Team From Quito to Boise
Oct 18, 2024
Liza Roeser, the innovative founder of FiftyFlowers, shares her remarkable journey from Peace Corps volunteer to entrepreneur in the global floral trade. She discusses her unique approach to team building through personality testing, emphasizing cultural fit in hiring. Liza also reveals how her company navigates the complexities of international logistics, ensuring timely flower deliveries that matter for weddings and other occasions. Her insights offer a fresh perspective on the emotional stakes in customer relationships and adapting to the ever-evolving e-commerce landscape.
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Quick takeaways
- Liza Roeser's journey from the Peace Corps to founding FiftyFlowers highlights the importance of recognizing market gaps in building a business.
- The intricate logistical processes for transporting flowers from Ecuador to the U.S. emphasize the critical role of maintaining product quality and freshness.
Deep dives
Origins of 50 Flowers
The founder of 50 Flowers started her journey in the flower industry after serving in the Peace Corps in Ecuador. Initially working in an accounting role for a flower exporter, she quickly shifted to the growing and selling side, recognizing an opportunity to bridge a gap in the market. In 1998, she launched her first business, Farm Exports, followed by incorporating e-commerce to reach consumers more directly. This move was driven by her desire to present innovative flower varieties that were often overlooked in traditional distribution channels.
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