Tal Atid is the Co-founder of Flooret, a direct-to-consumer flooring company based out of San Diego, California, with operations nationwide. Being the son of a construction and flooring company owner, he had early exposure to the flooring business. After graduating from college, Tal worked in his father’s business. Four years later, he worked for another flooring company, and his experience there eventually led him to start his own brand.
Flooret strives to improve the way floors are purchased, starting with direct product sourcing, a fresh approach to sampling, exceptional customer service, transparent pricing, easy shipping, and a network of recommended installers.
Here’s a glimpse of what you’ll learn:
- Tal Atid talks about the pivotal moment that made him decide to work in his father’s business
- Tal shares what it was like working with his father and why he left
- The moment Tal realized he wanted to build his own company
- How Tal and his business partner grew their company without spending much on advertising
- Tal talks about how he decides which new products to develop
- Why distribution is one of the biggest challenges faced by Tal’s company
- Tal shares how they managed their company culture as the team grew
In this episode…
Flooring companies often work with retailers to get their products to the end users. It’s tough to make it using a DTC distribution channel because flooring products are treated as commodities. People rarely know nor have a connection with flooring brands. So how does one overcome this challenge and make it in the direct-to-consumer field?
Tal Atid and his partner successfully started and grew a flooring company without spending much on advertising. Instead, they focused on two critical things: producing high-quality products and providing excellent customer service. Referrals and recommendations from their customers became their main methods of marketing.
In this episode, John Corcoran of Rise25 hosts Tal Atid, the Co-founder of Flooret, to talk about emerging in the direct-to-consumer category of the flooring industry. Tal shares how he ended up working in his father’s flooring company, the lessons he learned, and what made him leave and eventually start his own company. He also shares how Flooret aggressively grew without much advertising, how they overcame the challenges they faced, and why good customer service is essential.
Resources Mentioned in this episode
- John Corcoran on LinkedIn
- Tal Atid on LinkedIn
- Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh
Sponsor for this episode…
EO San Francisco
This episode is brought to you by EO San Francisco.
The Entrepreneurs’ Organization (EO) is a global, peer-to-peer network of more than 14,000+ influential business owners with 198 chapters in 61 countries.
If you are the founder, co-founder, owner, or controlling shareholder of a company generating over $1 million a year in revenues, and want to connect with other like-minded successful entrepreneurs, EO is for you.
The EO San Francisco chapter enables leading entrepreneurs in the Bay area to learn, grow, and achieve greater success.
The EOSF chapter was founded in 1991, and today we have over 100 members in industries ranging from marketing to agriculture to tech and professional services.
To learn how it works, or to come do a test drive come join us at www.eonetwork.org/sanfrancisco/.
This episode is also brought to you by my company, Pacific Crest Group.
Pacific Crest Group provides outsourced CFO, Controller, and bookkeeping services. You can learn more about us at https://www.pcg-services.com/
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Rise25 Co-founders, Dr. Jeremy Weisz and John Corcoran, have been podcasting and advising about podcasting since 2008.EO San Francisco | Going From 10% Online Revenue to 70% in 2 Weeks