Misfit Entrepreneur September 2024 - 422: How Talia Boone Disrupted the Floral Industry During the Pandemic and Built a Massive Company

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Dave Lukas Chats with Talia Boone

422: How Talia Boone Disrupted the Floral Industry During the Pandemic and Built a Massive Company

This week’s Misfit Entrepreneur is Talia Boone. Talia is the founder of Postal Petals, a floral industry startup that is changing the entire industry. Now, here’s the interesting thing, Talia founded the company in the middle of the pandemic and lockdowns. If you remember, businesses like that were shut down and for many, the last thing on their mind was getting some flowers. But Talia bucked the trend and created a new model that thrived during that time and continues to today.

How did she do it and go on to build such a great company re-inventing the way flowers are bought? Well, it’s those lessons and principles that I want to dig in with her in this episode.

https://www.postalpetals.com/

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Show Notes

Talia’s background is in PR, marketing, brand strategy, and partnerships, specifically within the sports industry, and she had no intention of starting a flower company. Her introduction to flower arranging came as a form of self-care, suggested by a friend. It became her go-to activity for relaxation and stress relief. During the pandemic lockdown, unable to access the LA flower market, she searched for a way to have high-quality flowers shipped to her home. Frustrated by the lack of options for DIY flower arranging kits, she reached out to a wholesale flower distributor. A lengthy conversation with him revealed a gap in the market for delivering fresh-cut flowers for customers to arrange themselves. Recognizing the potential, Talia founded Postal Pedals, launching in July 2020 with almost 20 farm partners and a mission to offer a new, hands-on floral experience.

What lessons did you learn from working with NFL quarterback Darrell Green?

Darrell Green gave Talia immense confidence in her abilities, pushing her to do things outside her comfort zone.
He emphasized the importance of integrity in business, teaching Talia to work only with people of high character and to demand the same treatment.
The experience taught her that success could be achieved with integrity and that she could achieve anything she set her mind to.

What is your secret to success in growing Postal Pedals?

Postal Pedals stays in its lane by focusing on what it does best: self-care and wellness through flower arranging.
The company listens to its customers and adapts to their needs, such as expanding into B2B for corporate wellness and team-building workshops.
Postal Pedals doesn’t try to be a traditional florist; it offers an interactive, therapeutic floral experience.

What are the keys to building a great business and culture?

Be clear about who you are as a company.
Know what sets you apart from competitors, and make that your focus.
Try new things and don’t be afraid to fail.
Collaborate and ask for help when needed; build a village of support.
Repeat your core message constantly, both internally and externally.

What has been the biggest challenge in your entrepreneurial journey?

The biggest obstacle was starting the company, as Talia had no experience in e-commerce or direct-to-consumer industries.
She dealt with significant personal trauma during the pandemic, which drove her to focus intensely on building the company as a form of emotional release.
The fast-paced launch (from idea to beta in three months) was a result of channeling that energy into something positive.

What is your best piece of advice for an entrepreneur just starting out?

Just start. Don’t wait until everything is perfect or for the “right” moment.
If you’re proud of your first version, you’ve waited too long.
Taking that first step is the most important part, as it makes it easier to keep going.

Best Quote

Businesses don’t grow, people grow businesses.

Be Kind: Small acts of kindness can have a big impact on others.

Be Purposeful: Move with intention toward your goals to avoid living with regret.

Collaborate: Build a village of people to grow with and support each other.

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