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A Not-So-Rosy Path to U.S. Expansion for Flower Delivery Startup BloomThat

After cutting staff and raising prices, the San Francisco company says it’s ready to expand again.
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A Not-So-Rosy Path for Startups

David Bladow built his flower-delivery company BloomThat like a technology startup. He went through the Silicon Valley business incubator Y Combinator, and eventually raised $7.6 million from venture capitalists and celebrities. BloomThat's expansion plan was modeled on a similar playbook as the social media apps and other companies that graduated from Y Combinator: Grow like mad at all costs.

Bladow, chief executive officer and co-founder of BloomThat, was constantly looking out of the corner of his eye at other tech startups coming of age around the same time. “All we saw were headlines,” he said. “ ‘Growing 50 percent week over week.’ How the hell are they doing that?”