Do you dream of turning that flower gig you have going on the side into something bigger? Are you wondering how to ramp-up your flower business into a real full time job?
The thought of ditching your day job and making it as a full time florist is exciting, but also scary. How much money would I need to make? How many customers would I need? Where do I even start?
It's easy to be overwhelmed by the thought of taking the leap into running your flower business full time. And, if you've ever tried to find any information on flowers + business, you'll know there's not much out there.
As a result, it's very easy to get distracted and focus on all the wrong things. For example? Don't assume you need a retail shop. Or that more Instagram followers will lead to more customers. And that free delivery is the way to win business. Or that you need to charge less because you're "new".
So then, what ARE the right things to focus on?
3 steps to a full time flower business
If you're planning to turn your flower business into a full time job, I want you to follow these three steps:
- Identify your goal
- Make a marketing plan
- Take action
Now you may wonder, Ok Kathleen, surely it can't be this straight forward? Well, yes it is. But it means committing to the steps I outline below, doing the work and making uncomfortable "CEO" decisions.
1. Pick your number
The goal of your business is to make money and that is its primary measure of success. If you tell yourself you're "not in it for the money", then save yourself a whole lot of grief and keep floristry as a hobby.
However if you're running a flower business to make a full time living, you (and ONLY you) get to decide how much money your business needs to make. This number is 100% up to you but you must have a number to work towards.
Because if you don’t have a number in mind, you'll have nothing to measure your progress against and no way of knowing where to focus your efforts.
So, how much money do you want to make?
Intuitively you may already have a number in mind but you’re afraid to say it out loud. That's ok. It’s nothing to be afraid of, it’s just a number.
However, if you're not sure how much money you need to make to turn your flower business into a full time job, consider this:
In Australia, a casual hospitality job will earn you about $40,000 per year. To take home that same amount running a flower business, multiply it by 5 to get a total sales goal:
Annual sales goal: $40,000 x 5 = $200,000
So there's your number — $200,000 in sales over the next year.
To clarify, this is not an exact formula because how much money you take home will depend on a whole bunch of decisions you make. However, it's a very good rule of thumb to use when you're planning how to take your flower business full time.
You are the captain of this ship. Be brave. Put pen to paper and get clear on your goal.
2. Make a marketing plan
You've picked your number so now make a marketing plan to achieve it.
Let's say you've set a sales goal of $200,000.
What sort of work do you want to do to generate this income? Are you focused on everyday flowers? Workshops? Intimate weddings? Family events? Subscriptions? Yes, as the CEO of your flower biz, you get to decide this as well.
But, here' the catch — you need to pick ONE and go all-in on marketing it.
If you’re not making progress in your business it’s almost always because you’re not focused on marketing or you are trying to sell too many things and spreading yourself way too thin.
And that lack of focus usually comes from fear:
- What if it doesn’t work?
- Can I really ignore all those other customers?
- What if I don’t “make it”?
Friends, there is nothing wrong with you feeling this way. Fear is normal. It’s how your brain is programmed to operate.
But as much as you want to believe you’re going to die if you go "all in" on everyday flowers you’re not going to.
Instead, commit your full time flower business to your one niche and get to work learning as much as you can about marketing.
Because as much as we like to believe our success relies on Instagram followers, having a shop front or being able to design "like her", none of these things matter as much as relentless marketing to ONE niche.
The success of your business is 100% reliant on your appetite for learning about marketing.
3. Take Action
You're building a business, creating something from nothing. And that's hard.
At times it'll feel like you're in Times Square moving in the opposite direction to a huge crowd of people. You’re constantly fighting against the stream which takes A LOT of energy.
However, the truth is that turning your flower business full time is entirely in your hands. You are 100% responsible for making it happen.
And, the only way it’s going to happen is if you get uncomfortable and take action, in spite of the setbacks.
It’s going to feel awkward and frustrating. You’re going to wake up on many days with no enquiries, no orders. Your brain is going to tell you it’s not working.
But that’s a lie. It is.
You have to first believe that you'll reach your goals and then the results will follow — not the other way around.
It’s OK that it’s hard taking your flower business full time. But be relentless and continue to TAKE ACTION.
Learn everything you can about marketing and continue to get yourself in front of customers, even when you feel like it's going nowhere.
My help turning your flower business full time
And finally, learning about business and marketing doesn't mean you need a university degree or fancy-pants corporate experience. I do have these things and am happy to share everything you need to know.
If you want to learn more about my 1:1 Business Masterclass and see if it's right for you, sign-up for a free 20 minute Mini-Session with me.
P.S. I've done a podcast on this topic which you may like. Find it on Spotify here or listen on the player below.