Liza Roeser, founder and CEO of FiftyFlowers, is back with us today to talk more about entrepreneurship, e-commerce, and everything in between. On today’s episode of The Small Business Show, Roeser explores how small business owners can scale online, manage supply chains, or stay resilient through the chaos.
Roeser’s entrepreneurial journey began with challenges that forced her to pivot early and often. After recognizing that the traditional career path wasn’t for her, she founded Penn Credit and later FiftyFlowers, turning each into a thriving business. Through grit and strategic hiring, she scaled her companies while staying focused on core values and culture. Eventually, she decided to sell Penn Credit, using the exit as a springboard for her next venture, not a stopping point.
"I believe business is just like a pie... and everyone should have their slice."
Even after stepping away from daily operations, Roeser remained deeply engaged in the business world. Through consulting, mentoring, and investing, she found new ways to contribute without being tied to a single company. She also emphasized that staying curious is key to long-term success, especially in a fast-changing digital landscape. As a leader in e-commerce, she remains at the forefront of innovation and supply chain strategy while advising others on how to do the same.
For small business owners looking to grow, Roeser offers practical advice, which is to hire the right people, build systems with scale in mind, and start planning your exit early. Whether it’s managing vendors or preparing for unexpected disruptions, she encourages entrepreneurs to focus on resilience over perfection. Her own experience illustrates that knowing when to let go can just be as important as knowing when to push forward.
Nevertheless, Roeser’s journey is a testament that entrepreneurship is not a straight path, but a series of reinventions. From founding companies to helping others grow theirs, she leads with insight, humility, and adaptability. She advises others to “be coachable, stay curious, and trust the process… even when it’s messy.”
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