Work in Progress : Chris Hohenstein of City Tree Delivery
5 questions with entrepreneurs making their business a success.
Ever wonder how some businesses got their start? We do, and always find it fascinating. So we sent 5 questions to a business owner to get their honest answers and find out what keeps them and their businesses going.
Marian King is an artist, jewelry designer and founder of Marian J King Designs. Her hand-crafted jewelry line is making its name well known in Chattanooga, TN, and beyond.
How did you get started with your business / in your role? What made you get into it? Was this path planned? Was there an a-ha moment when you realized you were on the right path?
My journey into entrepreneurship began in 2008 with a personal challenge. Living in Chicago, I faced the hassle of Christmas tree disposal after the holidays. At the time, I was working a demanding Corporate Accounting job at a Big 4 firm, which required me to work weekends—meaning I couldn’t take advantage of Chicago’s on-site tree recycling. I collaborated with Chicago's Streets and Sanitation, the Department of Environment, and U-Haul to expand the city’s Christmas tree recycling program, even arranging alley pickups to ensure more trees were recycled.
A year later, amidst the fall out of the 2008 Financial Crisis, I lost my corporate job. It was during that transition that I saw a new opportunity to help people access sustainable Christmas trees more easily. I realized that many busy urbanites, like me, would appreciate a service that made the entire process—tree delivery, setup, and recycling—seamless and eco-friendly. That’s how City Tree Delivery was born.
Some competitors have replicated aspects of our service, but what sets us apart is our unwavering commitment to quality, service, and doing what’s right. We’re thoughtful about the products we offer, choosing them for durability and ease of use, while also considering their environmental impact. Anytime a problem arises, we go above and beyond to ensure it’s resolved properly. For example, our accessory rental program began as a way to help a national theater company staff enjoy the holidays without having to purchase everything outright.
City Tree Delivery’s evolution has always been about making holiday traditions more accessible while giving back to the community. We’ve partnered with local restaurants like One Off Hospitality, offering tree lots with delivery options. We also work with non-profits and churches in underprivileged neighborhoods to ensure everyone can enjoy the holidays. A portion of our sales goes to environmental charities and local schools, and we stay true to our eco-friendly roots by recycling tree clippings into wreaths and garlands. We're always looking to expand with new product lines and partnerships to grow our impact.
Most people think I must love Christmas, or that I grew up on a tree farm, but my idea actually came from frustration and the desire to solve a problem. Though I didn’t originally plan this path, there was an early "a-ha" moment. After our first season, the positive feedback from customers—who valued both the convenience and sustainability—made me realize we were onto something special. People loved our full-service options like in-home setup, decoration, accessory rental, and our eco-conscious removal. I recognized then that we weren’t just in the tree business—we were a premium convenience company with a sustainability focus, and that’s what resonated with our customers.
“Most people think I must love Christmas or grew up on a tree farm, but my idea actually came from frustration and the desire to solve a problem.”
What was business like at first? Was it slow, overwhelming, confusing? Did you feel like you were in over your head? Or was everything as you expected?
At first, there was a steep learning curve, and it’s probably a good thing I didn’t realize just how much there was to learn. Coming from a public accounting background, I had no experience in retail, web development, or the Christmas tree market. When I shared my idea to sell online Christmas trees, most people thought it was a bad idea. They couldn’t imagine anyone buying a tree without seeing it in person first. But I saw a strong value proposition—convenience and sustainability—and no one else was doing it.
For as long as I can remember, I’ve always wanted to start my own business and become an entrepreneur. I saw this as my chance. The idea of building something from scratch was incredibly exciting, and it probably helped that I didn’t enjoy my corporate job. Even with degrees in accounting and finance, and a CPA, I had zero interest in my 9-to-5 work. I thought everyone hated accounting and finance like I did—it just seemed like a necessary, unenjoyable evil in the business world.
I pitched the tree business concept to a friend who initially liked the idea, and I thought we had complementary skills. But his interest faded quickly, and I found myself needing to learn how to build a website from scratch. I was determined to make it work. Anytime someone says, "You can’t do that," I take it as a personal challenge to prove them wrong.
I went through several iterations of the business model, focusing on local tree harvesting, delivery, and offering tree removal services after the season. After many late nights and a lot of trial and error, I built a basic, poorly-designed version of the website. The next day, I emailed everyone I knew and posted on Facebook. The response was underwhelming—just a few replies and maybe one or two orders.
In the beginning, I spent too much time focusing on details that didn’t matter. I took pictures of every tree from multiple angles, even though 99% of potential customers never saw the photos. I offered too many SKUs and stocked products that customers didn’t really want. What I should have focused on was simplifying the website, streamlining the product offerings, and driving sales. No matter how good your idea is, it doesn’t matter if you don’t have a solid sales strategy, or if people can’t easily find your product online. I bought 300 trees that first year, thinking I’d easily sell as many as a typical tree lot. I sold fewer than 50 and ended up mulching the rest.
I never felt like I was in over my head, but I definitely worked hard without stepping back to look at the bigger picture. It took me years to fine-tune the website, price products correctly, and truly understand the value of sales. One of the most surprising lessons was that the people I expected to help the most often didn’t, while those I barely knew stepped up in ways I never expected.
When was it that things clicked? When did you feel like you started to figure things out or feel comfortable with how your business was performing?
Things really started to click once I hired employees to help with day-to-day operations. For years, I managed all the back-office work myself, which left me constantly putting out fires without time to focus on growth. In the beginning, I worked a full-time job and handled the business in the evenings and on weekends. I’d work late into the night. I’d only go to bed when I could no longer remember what I had just done.
Having a dedicated office team, with many returning year-after-year, has allowed us to streamline operations, standardize processes, and improve the customer experience. Empowering my team to make decisions that benefit the customer without needing my approval has been a game changer. It’s helped the business run independently of me, allowing me to delegate responsibilities, trust my employees, and create procedures anyone can follow.
Before I figured this out, it felt like there was always a fire drill—I missed Thanksgivings, birthdays, and even had to go to work from the hospital the day my son was born. Now, I can take a ski vacation in the middle of the season and not miss a beat.
Since we operate in a short, intense season, there’s only one chance to execute each year. While we plan extensively during the off-season, we also take time afterward to reflect on what we can improve for the following year. Once the busy season starts, it’s a fast-moving train without a pause button. Once it starts rolling you can’t stop it until the season is over, so you better be ready.
In terms of branding, how much time do you spend thinking about how customers view your brand or products?
Over the years, I’ve invested considerable time fine-tuning our brand image at City Tree Delivery. Initially, I selected designs I liked and created my own marketing materials. However, as we grew, I began collaborating with specialists who helped elevate our branding.
While our dedication to customer service, product quality, and a sustainable supply chain has remained constant, our branding has become more polished and elegant. Recently, we simplified our website design, updated our logo, and softened our color palette. We also focused on ensuring that our social media presence aligns across platforms, projecting a cohesive and polished image.
We go out of our way to respond to reviews and actively solicit feedback to improve our services every day. All client communications are designed to share the same language, and every product is thoughtfully sourced, making it easier for our clients to trust us without needing to do their own research. Additionally, we seek strategic partnerships with brands and vendors that share our values and dedication to the customer, as well as going out of our way to respond to reviews and actively solicit feedback to improve our services every day.
Lastly, what’s one of the biggest lessons you learned along the way?
Money matters, but it’s essential to focus on competing on your quality and service rather than price. You don’t need to be the cheapest option available, but you should be fair in your pricing and avoid practices like price gouging. This approach not only helps maintain your integrity but also ensures that customers appreciate the value you provide.
The sales experience matters significantly because without a positive talking point, the quality of your products and services remains unknown. As a convenience business, we focus on delivering high-quality products and exceptional service in a professional manner.
One of the most important lessons I've learned is to treat everyone how you want to be treated. Being genuine and owning up to your mistakes fosters trust and builds strong relationships. Additionally, investing in a dedicated team that shares our values has also been crucial. In the entrepreneurial world, adaptability is key; always look for ways to improve and simplify. At the end of the day, better is better.