The Friendship Index. How Daily Blooms Turns One Order Into Three | #672

Courtney Ray built Daily Blooms so she'd never need a flower shop. Now she's opening one.

Eight years in finance showed her the problem with florists. High rent and a shop full of stock that dies in days. So in 2014 she sold one bouquet a day online and stopped when it sold out. More than a million customers later, Daily Blooms is opening a store in Fitzroy. In Add To Cart episode #672, Courtney explains why it sits in the marketing budget.

Today, we're discussing:

• The working capital problem behind the one-bouquet-a-day model 
• Why the new store is treated as marketing spend 
• The friendship index and how Klaviyo segmentation puts it to work 
• Why Valentine's Day is capped at 10x a normal day 

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