Florist.com [PDF]

Business Week March 19, 2001.

The Mighty Mini Dots
“When Aron Benon founded Florist.com in 1997, his strategy couldn't have been more different from the many dot-coms then exploding onto the Web scene. Instead of raising millions of dollars in venture capital, he converted half his tiny Beverly Hills ( Calif.)-flower shop, Floral & Hardy, into a threadbare online operation...”
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Wallstreet Journal April 2001.

A Focus on Small Business Domain Blossoms
“There are thousands of people who when they decide they need flowers, they type in Florist.com in their browser and they come to me," says Mr. Benon, whose Beverly Hills, Calif., company has been steadily profitable since the launch of the Web site (http://www.florist.com/ ) in August 1997. "I don't have to pay a dime to get those people to my Web site. If you have a good domain name, it just drives traffic."...
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Los Angeles Times Sept. 20, 2000.

Online Florist Lets Relationships Blossom Into Business
“ Aron Benon, founder and CEO of Florist.com, has completely rejected that advice and other "givens" of thee- commerce world. He runs his online business like he ran his bricks- and-mortar flower shop, and instead of posting losses--like his larger competitors are doing--he's turning a profit ... It's all about one-on-one relationships with customers, respecting their privacy,..” 
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The Business Journal August 6, 2001.

What's in a name? Everything!
“ShopTok ... announced today that Florist.com, a leading online provider of fresh flowers and gifts, will expand its online customer service offering with ShopTok's TokSupport Instant Communication (IC) application. TokSupport will instantly connect Florist.com...”
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