Girls Who Run the World by Diana Kapp

Author:Diana Kapp [Kapp, Diana]
Language: eng
Format: epub
Publisher: Random House Children's Books
Published: 2019-10-15T00:00:00+00:00

Tip: Oftentimes you need to be willing to give up some profit in the short term to make the money in the long term. Make those sacrifices with a smile.

All that hard work gave her the most important skill of all—perseverance. She just keeps pushing through every barrier. To expand the company, she needed to sell to the whole country. But delivery is very expensive. Eventually Christina would build distribution centers dotting the country, which would solve this problem (the flowers would be close to the customers, wherever they were), but she is just now building her first distribution center on the East Coast. So she needed a short-term solution. She would pay for all shipping, which would badly cut into profits, so that her bouquets could go places like Charleston and Chicago but not become so pricey no one would order them. She had the determination to take this hard but necessary step for the business. Happily, she still managed to make $14.5 million in profit in 2018.

One problem she couldn’t solve was how to keep her pledge to buy from US growers exclusively as her company grew bigger. Her fast growth put a strain on her suppliers, and then California legalized marijuana. Many flower farmers instantly tore out their crops to lease their greenhouses to marijuana growers, happy to earn $1.50 per square foot versus $0.05 for flowers. She also found that US farmers didn’t grow the variety of flowers she wanted to include in her bouquet. For years she tried to find ways to keep her pledge, but in 2018, she was forced to add non-US growers to stay in business. She was beside herself, but she handled this problem as best as she could by writing her customers an honest explanation. A tiny concession: She still offers one arrangement that she calls “Grown in the US of A,” and she guarantees just that.

Upbeat, bloomin’ news keeps coming, though. She’s selling about 4,500 bouquets weekly. On Mother’s Day week in 2018, she shipped 28,000! She has started building more critical distribution centers, her bike couriers receive full benefits (including health care), and she partnered with Rent the Runway (this page) to make chic corsages for rental prom dresses.

She’s selling about 4,500 bouquets weekly. On Mother’s Day week in 2018, she shipped 28,000!

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