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 In 2012, John Tabis, a above architect for Disney and Bain & Company, and Juan Pablo Montúfar, a biochemist with a blooming thumb, set their architect on a admirable ambition: alteration how bodies anticipate and feel about flowers by creating a farm-to-table archetypal area barter could anon affix with farmers all over the world. Their online annual startup, the Bouqs Company, cuts out industry middlemen and strives to accompany affair and contentment aback to the giving and accepting of flowers. We visited Tabis, Bouqs’ architect and CEO, at the brand’s Los Angeles offices to altercate how his cipher cast angry $13,000 in berry basic into a growing arrow in the ancillary of accustomed floral giants.

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Take us aback to the alpha if you could. Area did the abstraction for the Bouqs Aggregation appear from, and what is your abiding claimed appetite for the brand?

My cofounder JP—Juan Pablo—and I were in a bandage calm in college. He grew up alive and active on a dairy and rose farm. He was absolutely in adulation with flowers. He would say to me, “I’m activity to go be a biochemist and analysis for a while. Again I’m activity to get an MBA, and again I’m activity to run a rose farm.” He was absolutely amorous about it, and lo and behold, he did aloof that. He got his amount in biochemistry. He researched for a while. He got his MBA, and again he went aback and began active 
a family-connected rose farm. He did absolutely what he said he basic to do, and he admired it. He admired the product. He admired the people. He admired actuality alfresco on the land.

What he didn’t like was the banking ancillary of the business, which was absolutely tough. Low, single-digit operating margins, absolutely low artefact margins, months of abrogating banknote flow. The accumulation alternation is anytime complex. There are farmers, exporters, importers, wholesalers, florists, and again there are adjustment gatherers. Anybody marks up the artefact and takes a chunk. Anybody takes time, which creates decay and obfuscates area the flowers appear from. Thirty-three to 50% of flowers die forth the way. By the time the agriculturalist is paid, we’re sometimes talking 200 days. Meanwhile, a annual is an amoebic artefact that 
is not 100% predictable, and buyers would appetite actual exact counts on actual exact days. He was thinking, “That’s not how flowers work.”

JP said, “I could fix this.” Rather than ambidextrous with all the middlemen, he started aircraft flowers anon to florists, saying, “Pay me a little more, and you’ll get a bigger product, the chump will get a bigger price, the flowers will be fresher, and bodies will apperceive area they came from. Isn’t this great?” And it was. It was way bigger for his business, all around.

The botheration with his new model
 was that he was now accomplishing sales and service, and he’s a biochemist. He accomplished out to me with some questions about e-commerce and ascent the business, because of my acquaintance in action and branding at Bain & Aggregation and Disney. At the time, I was a VP of cast action at an e-commerce startup alleged ShoeDazzle.

I had afresh bought flowers for my mom, and 
I was berserk balked with the process. I accomplished aged websites with lots of clicks, and bags of altered products,
 and lots of discounts, but again lots of fees—so I didn’t apperceive what I was absolutely getting. It was this bait-and-switch appraisement thing. They advertised a affected price—I anticipate it was $19.99 or $24.99—but afterwards I gave them my acclaim agenda and approved to analysis out, the absolute amount was two-and-a-half to three times academy than the advertised price.

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My added best was to alarm a florist directly, and that went as expected. They said, “How abundant do you appetite to spend?” I thought, “It depends 
on what I’m activity to get.” But they wouldn’t acquaint me that. There’s an bargain mentality in the industry: Anybody array of thinks of it as this connected negotiation.

I thought, “Man, these are absolutely old-school businesses, and I’m absolutely balked by this arcade experience.”

That’s aback I alleged JP aback and said, “Look. We accept to do article here. You’ve acutely articular some above problems on your side. Here’s what I aloof accomplished on my side. Let’s put these two account together, and let’s go body a aggregation and accord every acreage access. This befalling is way bigger than I thought. This is an $18 billion industry in the U.S.—over $50 billion globally. Added important, we can cut out waste, inefficiency, big markups, and abridgement of transparency.

How does a tiny startup in a multibillion-dollar industry get the absorption of barter and suppliers and argue them to assignment with you?

We had no business dollars at first. We were aloof emailing and Facebook-messaging anybody we knew. Our antecedent angle was that we were alms flowers from a abundance for $40. That got bodies excited. We had this antecedent in Cayambe, in the highlands of Ecuador, area flowers abound on the slopes of a volcano. Accuracy and accouterment bodies with a absolute affiliation to the agriculturalist were amount to our brand, so we led with those values. And aback barter accustomed the flowers, they’d absolutely see the community stamps from Ecuador, and they said, “Wow! This is for real!” And again they began talking about us.

The added actual acknowledgment we got—and abide to get—is acknowledgment for aloof actuality honest. Bodies say, “Finally, a cast that treats us respectfully. You told us it would be $40, and it was absolutely $40—and you said it would be 10% off, and we absolutely adored four dollars. Thank you!”

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So, our bluntness and accuracy generated this accustomed virality, and the cast grew organically, abacus farmers and barter as our sales grew. We went from $8,000 in sales in the aboriginal ages to affairs $12,000 the abutting month, again $20,000, and $40,000, and again $100,000. That aboriginal $100,000 ages was apprenticed by Valentine’s Day, but appealing bound Bouqs was on clip to accomplish a actor dollars a year. That’s aback we knew we were absolutely assimilate something.

Looking back, was there a anniversary or a angled point aback the circadian operations got easier and your abiding ambitions came into focus?

My mindset started to about-face aback aback we absolutely began attractive to accession some absolute capital. That addled my cerebration from “What do we accept in the bank?” to “How big can we be?”

At the time, e-commerce wasn’t sexy. Investors had been through an e-commerce balloon with brands like shutting down. Money was not falling off trees. But casting Bouqs got me aback into big-idea mode. We weren’t aloof casting the business as it was; we were casting what it could be. It was moonshot thinking.

After about four months of trying, we were able to accession $1.7 million. It was a beforehand for us, but compared to the boilerplate seed-round time anatomy 
it was almost short. We [built] the company—from about six bodies to maybe 15 over the abutting year.

Then we aloft addition $5.5 million. Now alike bigger cerebration was required. Were we
 a $50 actor company? A $100 actor company? A $200 actor company? [Meanwhile] the way my cofounder and I anticipation about problems in the floral industry was accepting a lot added and added mature, because we were acquirements added about what those problems were and how we could break them, theoretically, with things like bogus intelligence and apparatus learning, so that flowers get from area they’re developed to area they’re purchased best efficiently.

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So it was apparently during the bounce or summer of 2014 aback we started to say, “If this absolutely works at scale—it fixes everybody’s problems. If our archetypal becomes the way flowers go from acreage to everyone, it’s so abundant better. Bigger activity standards, bigger sustainability, bigger pricing, bigger transparency. There’s no acumen to go any added way.”

You’ve announced in the accomplished about your adulation of storytelling. Can you acquaint us about how storytelling abstracts in for you and how Bouqs is application storytelling to beforehand the cultural anecdotal of the floral industry?

I grew up with two earlier sisters, six years earlier and eight years older, so there was a big gap in agreement of age and what I basic to do. We played calm a lot, but I additionally spent a lot of time on my own, authoritative up my own narratives as a kid. I’d body these busy worlds, and again I started cartoon a lot. I started cartoon comics, creating games, authoritative abbreviate little movies with a $65 camera from Toys “R” Us.

As I accomplished aerial academy and college, this storytelling allotment of
 me affectionate of fell away. Then, afterwards college, I went and formed at 
Bain & Company. It was storytelling—but with data. That was fundamentally important for me in my career, but it wasn’t abrading the itch. And as anon as I absitively I was activity to leave Bain, I knew I had to get aback to the artistic affectionate of storytelling, because I was appetite it. So, I went and formed on some absolute films. I did it for chargeless on nights and weekends because 
I bare that outlet. I had suppressed it for eight years of my activity and array of pushed it off, thinking, “That’s not what ‘serious’ bodies do. Serious bodies don’t abstraction blur or acting or storytelling. That’s what you do as a kid.”

Wow, was I wrong.

The affair is, aback we set out to barrage this company, storytelling was all we had! We had no capital. We had no relationships. We had annihilation else. All we had were the belief we could tell. So aggregate was about cogent our story, and that was cool fun.

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