Calyx and Corolla
Ruth Owades
INTRODUCING THE FOUNDERS
Ann Hayes Lee
o Marketing Head - Involved in selection of inventory and pricing o Strategist - Devised the catalog mailing plan
Fran Wilson
o Creative Head - Created six catalogs per year o Responsible for Oversees merchandising development, marketing programs and indirect mail initiatives. o Operations - Created unique yet crucial systems; in charge of customer orders and service and day to day communications with growers, systems development o Finance and Accounting
STRENGTHS
People Skills: Close collaborations with growers and Federal Express, leading to good relationships Analytical/Entrepreneurial Skills: Identification of gaps in the market and identifying ways of filling this market gap Well designed and thought-out delivery service ensuring quality and speed at the same time Excellent relationship with a reliable distribution source like Fed-Ex Exclusive Suppliers Initial cost of setting up business is low
WEAKNESSES
No delivery on Sundays and other Public Holidays Cannot cater to spontaneous needs. Needs time to deliver High reliance on growers to make the bouquets which are given to customers Penetration is limited to certain segments of the market
OPPORTUNITIES
Huge scope for targeting a wider audience Increasing supply by targeting growers who have pledged the alliance to FTD and providing them with more lucrative offers Expanding the business by offering Product Differentiation To form collaborative mergers with other retailers
THREATS OR EXTERNALITIES
Unpredictability of weather can be a major factor affecting the sales. This would entail both, geographic and seasonal roadblocks Erratic demand patterns – how they affect the functioning of the company Competition from Florists Telegraph Delivery (FTD), other start-up like “800-Flowers” and “Stillwater” and direct retailers and supermarkets Major dependence on Federal Express
INTRODUCING THE FOUNDERS
Ann Hayes Lee
o Marketing Head - Involved in selection of inventory and pricing o Strategist - Devised the catalog mailing plan
Fran Wilson
o Creative Head - Created six catalogs per year o Responsible for Oversees merchandising development, marketing programs and indirect mail initiatives. o Operations - Created unique yet crucial systems; in charge of customer orders and service and day to day communications with growers, systems development o Finance and Accounting
STRENGTHS
People Skills: Close collaborations with growers and Federal Express, leading to good relationships Analytical/Entrepreneurial Skills: Identification of gaps in the market and identifying ways of filling this market gap Well designed and thought-out delivery service ensuring quality and speed at the same time Excellent relationship with a reliable distribution source like Fed-Ex Exclusive Suppliers Initial cost of setting up business is low
WEAKNESSES
No delivery on Sundays and other Public Holidays Cannot cater to spontaneous needs. Needs time to deliver High reliance on growers to make the bouquets which are given to customers Penetration is limited to certain segments of the market
OPPORTUNITIES
Huge scope for targeting a wider audience Increasing supply by targeting growers who have pledged the alliance to FTD and providing them with more lucrative offers Expanding the business by offering Product Differentiation To form collaborative mergers with other retailers
THREATS OR EXTERNALITIES
Unpredictability of weather can be a major factor affecting the sales. This would entail both, geographic and seasonal roadblocks Erratic demand patterns – how they affect the functioning of the company Competition from Florists Telegraph Delivery (FTD), other start-up like “800-Flowers” and “Stillwater” and direct retailers and supermarkets Major dependence on Federal Express