Women In Business Success Case Study

Case Study

Dandelion Jewelry consists of 5 boutique jewelry outlets in the Philadelphia area. Dandelion was started by Beth Fluke in 1969 and became a well known and popular venue for people looking for fun but quality jewelry. Dandelion works with individual artisans which allows them to provide eclectic and often one of a kind jewelry pieces.

In 2011 Beth retired and her two daughters Leslie and Lellie bought the business. Now they support each other in this joint venture. . As a family business created and run by women, they are committed to empowering artists and minorities at home and abroad. I started working as a coach and consultant for Dandelion shortly after Leslie and Lellie took over the company.

The sisters were feeling challenged by the prospect of assuming the responsibility of not only running and managing the business but also taking it to the next level. Revenues were down and because of the recession it was difficult to create effective marketing to develop a demand for jewelry

The sisters were overwhelmed with dealing with crisis and trying to create a clear path around their roles in relationship to each other and to their management and staff. In such a climate it was impossible to make good business decisions. The business seemed stuck and stagnant, they were overwhelmed and unsure how to move forward.

Our first steps were to analyze the business and define what was important in their business and in their relationship as business partners so that we could move the business forward in a systematic way.

My goal was to help them to work more on the business rather than just in the business. As an objective observer I could see the 30,000 ft view, observing the big picture so that I could guide them in business strategy.

Generally business owners can’t see the forest for the trees, they are too close to the problem to be able to get the big picture and need and objective and uninvested observer to be able to paint the big picture for them.

I was able to help them with this and so create a work situation where they were not always constantly putting out fires but were keeping on track with realistic action plans that made sure the fires did not happen in the first place.

We started to set up systems, train their staff more effectively and develop their middle management to be able to take on many of the tasks that they were doing that was taking thier time away from more important aspects of the business

SWOT ANALYSIS

We conducted a SWOT analysis becoming aware of the businesses Strengths Weaknesses Opportunities and Threats.

A Cohesive Business Plan

Because of it’s organic growth Dandelion did not have a clear business plan, we set about rectifying that. There are many reasons that a company needs a good business plan. We worked together on developing a solid business plan and set about step by step building the business.

Leslie and Lellie

“We meet with Marie twice a month and she also works with each of us individually along with our general managerMarie helps us navigate some of the issues that sisters get into when they work together”

Marketing Plan

We developed a Marketing Plan, this outlined all the activities involved in achieving their marketing objectives.

Strategic plan

Our next step was to build a strategic plan, This was used to set priorities, focus energy and resources, strengthen operations, ensure that their employees are working towards common goals. It helped

establish agreement around intended outcomes/results.

Action Plans

Next came action plans. These helped all levels of the business know who was to do what, when, and how. It kept everyone on track and helped everyone to stay accountable to their responsibilities.

The ResultsBy working together with me to analyze, systemize, create effective policies and procedure, participate in sales training, develop and follow a great business plan and marketing plan. The sisters of Dandelion were able to take their business from a 3 million revenue business to a 4 million revenue business, in just 18 month.

Revenues increased From $3 Million to $4 Million!

In Just 18months

904-372-4458Marie Hope