This case was awarded first place in the INFORMS 2011 case competition. A seasoned Internet retailing entrepreneur considers starting a national floral delivery service to compete with the major U.S. players. Decisions include whether to open a production facility in a single city and begin to deliver there? Which strategy should he use to decide—a premium or a discounted strategy? Ideal for MBA and undergraduate students in decision analysis modules or courses, this case offers an optional student spreadsheet useful for considering different strategies and calculating the resulting net present value of the opportunity. A B case with a spreadsheet is also available.