Problem Solvers Solve the Problem, Win the Market
Aug 18, 2025
Michael Jacobson, CEO of The French Florist, transformed his uncle’s struggling flower shop into a thriving franchise. He uncovered industry flaws like outdated tech and inefficient supply chains. Michael discusses innovative solutions, such as enhancing direct farm sourcing to bypass middlemen. He also highlights the importance of technology, creating a custom iPad app for ticketing. With a consumer-focused approach, he aims to redefine the floral experience and support local florists in a competitive market.
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Fell Backward Into A Bigger Opportunity
- Michael planned to help his uncle close a flower shop but instead dug into the industry's problems.
- That discovery shifted him from winding down a business to rebuilding and growing it into French Florist.
Three Structural Flaws Created Opportunity
- The floral industry suffered three systemic problems: aggregators, supply chain middlemen, and antiquated tech.
- Those structural pains created clear opportunities for a business that could fix them end-to-end.
Reinvest Aggregator Savings Into Direct Channels
- Invest the savings you get from cutting aggregator fees into direct customer acquisition and retention.
- Own the customer relationship so future purchases cost you far less to capture.