Scale doesn’t come easy, as flower delivery startup BloomThat has found. The company, which reportedly has lowered its burn rate to just $15,000 a month after raising $7.5 million nine months ago, was purchased by FTD. TechCrunch said the company was purchased for “a small amount of money.”
BloomThat has struggled to acheive scale, or even to beat existing flower delivery services to the consumer’s door. BloomThat promises next-day delivery. Not really an “Uber for Flowers” as much as a delivery play that didn’t find its value proposition. On-demand companies must be faster than traditional alternatives — if successful, they can command a premium — and BloomThat didn’t overcome that first hurdle. Inside FTD, however, the BloomThat team will find delivery resources in existing FTD florist shops looking for an edge that they can use to jump ahead.