5 questions with Tina Bacon-DeFrece

1. You came from a research science background, not decorating or retail. How does that outsider perspective help you lead Big Frog?

My background is actually in chemical engineering and research science, which has heavily influenced the way I approach business. Scientists are trained to analyze systems, identify inefficiencies, solve problems, and continuously improve processes. That mindset has shaped a lot of how we built Big Frog.

Ironically, one of the reasons we entered the apparel decorating industry in the first place was because I personally experienced how difficult it was to order custom apparel as a customer. At the time, I had an online store called Uniquely Geek, and when I tried to order shirts through traditional screen printers, the process was frustrating. The minimums were high, setup fees added up quickly, and I didn’t have the money or storage space to buy large quantities of inventory up front. That experience made us realize there was a huge gap in the market.

When we discovered early direct-to-garment technology through Brother, it completely changed the equation. Suddenly, we could print one shirt at a time with full color and no minimums. From the beginning, Big Frog was built around making custom apparel more accessible, faster, and easier for customers.

Coming from outside the industry actually helped us rethink the customer experience. We weren’t tied to “the way things had always been done.” Instead, we focused on convenience, flexibility, technology, and creating a more approachable retail environment.

I still think that outsider perspective helps today because we’re constantly evaluating how technology, automation, and evolving customer expectations are changing the industry. We’ve always tried to combine operational discipline with innovation and customer experience.

2. With 75 locations open and 50 more in development, consistency of output across franchisees is a big undertaking. What systems have you put in place to make sure a shirt printed in Tampa looks the same as one printed in Tulsa?

Consistency is one of the biggest challenges in any franchise system, especially in custom apparel where there are so many variables — garments, artwork, equipment, environmental conditions, and operator experience.

We focus heavily on standardization and training. That starts with approved equipment platforms, standardized workflows, documented production procedures, and centralized training through Big Frog University. New franchise owners receive hands-on operational training, and we also utilize Centers of Excellence locations throughout the country where owners can learn from some of our top-performing operators.

Technology also plays a major role. Our POS and production systems help standardize quoting, workflows, artwork approvals, and order management across the network.

We’ve spent a lot of time refining pricing structures, decoration methods, and production standards so stores can operate more consistently.

But consistency goes beyond the shirt itself. One of the things we emphasize heavily is customer experience consistency. Across the Big Frog system, our stores have accumulated more than 15,000 five-star Google reviews, and a significant percentage of our business comes from repeat customers and referrals. We believe responsiveness, communication, and creating a great customer experience are just as important as print quality.

In fact, customer experience is one of what we call our “Top 5 Marketing Activities” because great service ultimately becomes one of the strongest forms of marketing a business can have.

At the same time, we never want stores to feel robotic. The goal is consistency in quality and customer experience while still allowing owners to bring local personality and relationships into their businesses.

3. For a single-shop decorator thinking about adding a second location or expanding into franchising, what’s the first thing they need to measure before they make that leap?

The first thing they need to measure is whether the business operates on systems or on personal efforts.

A lot of successful single-shop operators are incredibly talented and hardworking, but the owner is still functioning as the salesperson, production manager, customer service department, and problem solver. That model becomes very difficult to scale.

Before expanding, owners need to ask:

• Can the business operate consistently without me being involved in every decision?
• Are workflows documented?
• Are margins predictable and sustainable?
• Is customer acquisition repeatable?
• Can team members be trained successfully and repeatably?

If growth depends entirely on the owner’s personal involvement, adding locations usually magnifies operational stress rather than profitability.

The businesses that scale successfully are the ones that build repeatable systems first and then expand from a stable operational foundation.

4. Top Big Frog locations are approaching $1 million in annual volume. What’s the one operational or marketing lever that separates those high performers from the rest of the network?

One of the biggest differentiators is having a strong, empowered team — especially a well-trained store manager or senior designer who can truly help run the business.

A lot of independent decorators hit a ceiling because the owner is involved in every quote, every production decision, every customer issue, and every fire that needs to be put out. The highest-performing Big Frog locations tend to be the ones where the owner has successfully built systems, trained their team well, and created operational trust within the business.

That operational freedom allows owners to focus on higher-level growth activities like community relationships, B2B sales development, networking, online stores, and strategic partnerships instead of constantly working inside the day-to-day production flow.

The strongest stores also tend to be deeply embedded in their local communities. They build strong relationships with schools, businesses, nonprofits, sports organizations, and local events. In many ways, they are trusted branding and apparel partners rather than simply print providers.

Operationally, responsiveness and customer experience are also huge differentiators. The stores that communicate well, follow up quickly, and consistently deliver a great experience tend to generate significant repeat business and referrals over time.

Ultimately, the stores that scale successfully combine strong leadership, strong teams, operational discipline, and strong local relationships.

5. What trends should custom apparel decorators be looking for to stay competitive?

One of the biggest trends shaping the industry is the continued shift toward faster turnaround times, greater customization, and lower minimum quantities. Customers increasingly expect convenience, flexibility, online ordering options, and high-quality full-color decoration without the traditional barriers that used to exist in the industry.

Technologies like direct to film and advances in direct-to-garment printing continue to expand what decorators can produce profitably in shorter runs, which is changing customer expectations across the board.

At the same time, I think we’re entering a period where operational efficiency and technology adoption will become major competitive advantages. AI, automation, smarter workflow systems, online store platforms, and integrated production management tools are going to dramatically impact quoting, artwork preparation, customer communication, and production flow over the next several years.

But interestingly, as technology becomes more accessible, I believe the human side of the business becomes even more important.

Customers still want guidance, creativity, responsiveness, and accountability. They want someone who understands their brand, their organization, or their event and can help bring their ideas to life. That’s especially true for schools, nonprofits, businesses, and community organizations.

I think the decorators who will thrive long-term are the ones who successfully combine strong technology, operational discipline, and exceptional customer experience with authentic local relationships. The industry is becoming both more high-tech and more relationship-driven at the same time.