i-l 



X IK, X iVlldLd XV^Vl^W 



.MJ\ f. .MUf.U a, AiJXI. 



iiiacliiiifs (it' t In^ liiainl |)oiiul:iily tcniicd 

 •'till li/./ics'" and one is a pala 

 tial tiMiriii^ rar. There are also, 

 lie ex |ilai lied, two hii^li |i(i\\ ered ld;id 

 ^te|■■^ liseil liy liis salesmen tdl' 



',;et1iii;^ (ivcr the territoiy exjiedi 

 tiously. 'I'liis arr.-iy of iiiotoi |i(i\vei- he 

 stated is kejit eoiit iiiually mi the <iu, 

 lii'iii^iii;^ plants I'l'din iiis L;ieeiiliouse 

 laii^i' ill the oiitskiits ot' <'li'\ eland and 

 inaUinv citx' chdix i rie>-. White tni(d\s 



l{et iiiiiiiij; to the olliee, we sat down 

 and I was hehl outliralled by the story 

 of his lit't^ as lie told it. Ages old it 

 was ill siihstaiico, hut ever new as ap 

 jilieil to a coiiteinporary. Siiinmari/.ed, 

 it was a structure built of hifrn piir- 

 |iose, lionesty and industry on a fouiida 

 tioii III' teiii|ieiance, iidtdity and integ- 

 rity. ,\eeessilile for business twenty- 

 lour hours a day, ellicient in his liusi 

 iiess and |ii(ilirient in inciilcat in<^ loy 



Kirchner's Funeral Flower Factory. 



>-(ist money, both in the |iurrhase jirice 

 and ill running: e\]ieiises, but Mr. Kiirh 

 iier says they are more ndiable and sat 

 isfai'toiy than the lijihter ears; in his 

 -■treiiuons ser\ ire the •'li/./ies'" soon 

 rattle theniS(d\t's to [lieees. 



I'roiii the y.ara^c a\ e went to the vtoi 1-, 

 de|iaitment and the ic>-er\ c siiiijily of 

 the \arioiis arcessorie^ of a liiisiness 



-Urii as lie operates wa-^ so ellolinolis as 



to m.-iUe iiiaiiy a wholesale supply house 

 look like a |i>iiniy in e(Uii|iaris(iii. Hales 

 iipiiii liales ol' moss (he recently liou<4ht 

 two carloads .'it one time . luountaiiis 

 ot' wire t'rauiev, iioxo ot' libtion piled 

 liiyii on top ot' one another, aiul volumes 

 • if cithii' ^npplie- too numerous to men 

 t inn. 



Energy and the Golden Rule. 



I'rom tile \ibi;ition ot' his Noici' aiol 

 the tire ol' cut hiisia^iii that lla^hed t'roiii 

 his eyes, as lie exidained llie \arion- 

 phas 's of hi-^ enteipii-c, it was a|ipareiit 

 tliat ', II Iniiiit in him \vas the spirit 

 I'oiin i oiilv in the cl;is^ who work I'oi- 

 Hie 1,1' .■ Ill' aci-omplivlimeiit . 



alty and securing etlicieiicy in his .isso- 

 ciates, his success is built on the nrac 

 tice of the (ioldeii l{ule. 



Undertaker.s ' Introduction. 



Thirtytliree undertakers secure tii"ir 

 door wreatiis and sprays from Kirchiier 

 and arc given a llat price that ]>eriiiits 

 them to make a nice profit on n niodei- 

 ate charge. Tliese door pieces are de 

 liv;'red by two cle\er salesmen, Kindi- 

 ner liorn and tutored, who drive Wl-.it" 

 roadsters and solicit in a refined ami 

 liusiiiesslike manner the family funeial 

 order. Tills family order usually is fo! 

 lowed by orders from tlie relatives and 

 intimate t'lieiids and ultimately liy tiie 

 continued patronage of all coiiciMiU'd. 

 A dollar \aliie for e\ ery dollar <di;irged 

 cements the ndationship betwee!i the 

 coiisuinei' ami i\ indiiier, with the result 

 that a large business attains greater 

 proportions with each succeeding season. 



Some peojile, out nf the malice that 

 springs from en\\, may turn up their 

 noses ;it this sxstem of merchandising 

 and utter the ciw of •' Crepe ehaserl " 



but such an attempt to attach iguomin> 

 will be without avail, for the world 

 loves a iirogressive man. .lohu Kirehner 

 makes funeral work his specialty. He 

 gi\fs no commissions and never visile 

 a house of berea\-etneiit unless lirst in 

 structed by the undertaker to deliver a 

 door ])ieee. His methods will stand the 

 test of our trade ethics. 



Built on Service. 



His success is based on the jirinciiil.' 

 contained in Emerson's famous phil 

 oso]ihy: ''W a man writes a better 

 book, preaches a better scnmon or builds 

 a better mouse trap than his neighbor, 

 even though he build liis house in the 

 wilderness the world will make a beaten 

 path to his door." .lohu ixirchner built 

 his business house in what can only be 

 considered a wilderness in the business 

 w(irld of Cleveland and a beaten path 

 has been made to liis door. The reason 

 is olnious. 



HOME-GROWN PRIMULA SEED. 



Experiments with Obconica. 



The seeds of I'limula obconica, at 

 least the best striiius obtainable, were 

 until recently procuicd ])rincipally in 

 (iermaiiy. but the war blockades, and 

 later the entrance of the Tiiited i:'^tates 

 into tlit> coiillict, iirevented further im- 

 portation from the German sources. 

 Seeds from other iMiropean growers 

 iie\cr apjiroached the high ipiality of 

 the (iermaii strain, and anyone who has 

 grown Primula obconica will be ready 

 to indorse this statement. 



It looked for a while as if wi^ should 

 be without the obconicas unless we were 

 willing to use inferior strains, ;i course 

 which would undoubtedly iiav(> been 

 fidloweij if lioine production had not 

 been taken up. 



While there are tlious.ands of florists 

 who grow i'rimula obconica and lind it 

 profitable to buy small plants to grow 

 on, there are only a few with whom the 

 loss of this item would cause a big dent 

 in their yearly income and perhaps force 

 the suspension of their business, as 

 might have been our case. A line of 

 jdaiits which could be depended upon to 

 produce sales .amounting to thousand>- 

 of dollars i> not easily substituted with 

 something else. 



The Only Way Out. 



We reali/i'd our posit imi early in liUfi 

 and decided that the only way out of 

 the trouble was to grow our own seed. 

 So prep.aratioiis were made and 2,50(' 

 plants were reserved as seed bearers. 

 Our hope wa- to prodm-e ;it least enough 



A Fleet of Ten Motors Kept Busy in the Service of a Cleveland Funeral "Work Specialist. 



