3.0 Company background Beverly Rose opened Auntie Bev's Flower Shop in December 2008, 20 years after graduating from the University of the West Indies (UW) with a degree in Chemistry and Management. Born and raised in Jamaica, Beverley had always aspired to be an entrepreneur and after completing her UWI education had been involved on a part-time basis in a number of business ventures. Two years after graduating from UWI, while employed full time as an insurance agent, she formed a small business with a friend to sell used shipping containers Over the course of her corporate career, Beverley changed jobs several times, working in the sales department at a shipping agency, then in the customer service department at a paint company and starting in 2004, as the marketing manager at a roofing company. Over time, Beverley sold her shares in the used container business and opened a partnership with another friend, who owned a well-established plant shop. Beverley eventually quit as the marketing manager of the roofing company on summer of 2005 and became a full- time partner in the plant shop. She immersed herself in the partnership and was involved in all aspects including direct sales, plant preparation, chemical labelling and packaging, visiting suppliers and promoting the shop. To enhance her knowledge of plants and the agricultural sector, she pursued training courses in plant science offered by the Ministry of Agriculture along with other private courses. After gaining experience in the flower and agricultural supplies industry, Beverley sold her share of the business to her friend and used the funds to open Auntie Bev's flower shop in the Christmas season of 2008. Beverley funded the business with personal savings of 15 950,000. She was confident in her experience even in the face of the tumultuous economic conditions in Jamaica. She did not do any market research prior to opening Auntie Bev's flower shop, and started the business solely from personal knowledge of the industry. Based on her knowledge, she was aware of the growing interest by customers in establishing home gardens and felt that the rising prices for herbs and gardens supplies offered a unique opportunity to launch a one- stop agricultural shop.