How to Increase Florist Sales

How to Increase Florist Sales

A few weeks ago I put a call out on Instagram, asking y'all to send through your questions and 'if we were to sit down and have coffee, this is what I'd want to ask you' questions.

Here's one of my favourites: Kathleen, if you could only do one, which is better: paid Instagram placements, Facebook ads or Google Ads?

Great question.

Different Ad Strategies for Different Offers

One thing I didn't really appreciate early on in my business is that different audiences go through dramatically different sales processes.

For example, a couple getting married at a big hotel will go through an entirely different research process compared to someone looking to getting flowers delivered to the local hospital. I totally didn't even pay attention to this in the first few years of my flower business.

I kinda thought that all things were equal and I just needed to get more followers to get more customers.

I spent years in that thought process until I finally sat down one day and asked myself, "If I was getting married at XYZ Venue, what would I do to find a florist?"

I did the same thing for flower deliveries: "If I was a son living out of town and wanted to send flowers to mum to wish her a speedy recovery at the local hospital, what would I do to find a florist?"

Putting yourself in your customer's shoes is one of the most powerful exercises you can do – and it's one thing we never really spend much time on (I was too focused on my own insecurities and worried about being called out as a fraud that it never even occurred to me to shift my perspective and put myself in my customer's shoes.)

At the end of the day, the marketing priorities in your flower business and understanding how to get more florist sales depends entirely on your niche.

Narrow down your niche and get clear on your ideal customer and you'll start to gain much more clarity in terms of where to focus your time, energy and money to grow your business and get more sales.

How to Increase Florist Sales: Daily Flower Deliveries

Even if you have a flower shop and are able to attract a steady stream of walk-in customers, I've found that the volume game is won online.

More and more customers are getting comfortable ordering flowers online and this is one of the greatest opportunities we have when it comes to figuring how to increase florist sales.

In fact, no longer is having a physical retail shop a 'must have' for a successful flower business. So many florists these days are launching their businesses from home, investing the time and energy in growing the volume and then a few years in, making plans to open retail shop space.

The truth is, profitable flower deliveries is all about playing the volume game. And being online is the name of the flower game in 2022.

And, when it comes to being online, your website and, more specifically, your online catalogue offering, is super important. I used to believe that more choice was better. But having tested out a few different strategies in a few different cities around the world, it's clear to see that's not the case.

In fact, having a core offering of 12 products is my go-to recommendation. It gives you just the right number of options to cover a range of prices, including a mix of hand-tied bouquets and designs in a vase as well as offers a mix of colour palettes. (It really is a great mix and just like Goldielocks said "It's just right".)

Once you have your online catalogue set up and sorted through a seamless checkout experience, now it's time to focus on getting that order volume through the door.

We spent years testing out different options – offering up free arrangements to local businesses in the hopes that exposure would turn into paying customers; paying for expensive print ads, boosting posts on Instagram, setting up Facebook Ads and sorting through Google Ads.

For us, Google Ads was where the magic happens. In fact, these days, I wouldn't even spend a penny on any other form of advertising when it comes to increasing florist sales for daily flower deliveries.

The targeting available on Google, the volume available, and being able to set up conversions, makes Google Ads one of the single best options for florists. And no, doubt some huge percentage of potential customers immediately jump to Google when they want flowers delivered.

So, if you're wondering: Kathleen, if you could only do one, which is better: paid Instagram placements, Facebook ads or Google Ads? My answer is obvious: Google Ads. No doubt about it.

4 Google Ads Tips for Florists

Be warned, the Google Ads interface is super complicated. But that's why we've just hit publish on a brand new, step by step training inside our Flower Boss Bootcamp Study Vault. We've mapped out the exact ads to start with, how to get your conversions set up and the exact steps to follow to get your first campaign off the ground.

If you've already started playing around with Google Ads and you're not seeing much progress, here are four pro tips to help you refine your approach:

  1. Make sure your delivery area is included in the search terms. By default, Google is going to offer up your ad to anything who types in "flower delivery". But, if you only deliver to Cambridge and a customer is looking for delivery to Chicago, there's no point in paying for that, right?
  2. Negative Keywords. This is one of those quick shortcuts to getting better results on your ads. Inside the Google Ads interface, you can start to flag 'negative keywords'. That is, words that people might include in their search phrase that are a definite no and mismatch for your business. It's a good practice to go in every week or every other week and refine that negative keyword set because it will give Google a better guide on who a good customer is a who isn't worth any $$$$
  3. Set Up Conversions. A conversion is a fancy bit of code that give Google the signal that someone who clicked on your ad eventually purchased. That bit of code is super helpful for Google because then it will show your ads to other people who have similar search behaviours as the people actually purchasing your work. I find the easiest way to make it happen is to find someone on Fivrr.com – they can get the whole thing set up for in a matter of days and probably less than $100. So worth it!!
  4. Play the long game. Google Ads is not an overnight solution. It takes 2-3 weeks for Google to start to figure out who your ideal customers are and, even then, you need to be willing to invest the time and energy to continually refine and optimise your ads and campaigns. But it is by far the fastest way to get that order volume up. Over a matter of weeks, you'll start to see a difference and, if your online catalogue is set up correctly, you'll start to see the order rollin' in more consistently!

Let's Go Deeper: Get More Flowers Order Faster

Being stuck with a cooler full of flowers feels awful. Knowing you're a good designer with a great product to sell your customers, while just not having enough customers or getting enough order volume is so disheartening.

Don't fret! We're here to help.

In this week's podcast episode, I'm digging into more nuts and bolts and specific tactics to help you grow your flower business.

Inside This Week's Podcast Episode You'll Learn:

How to set a sales target in your flower business

The right strategy to follow when you're setting up your online catalogue and focused on in creasing order volume

The easiest way to get customers to spend more money so you can increase your revenue and profitability

That fastest way to increase your order volume and where to focus your time and money to get more orders in the door

Listen to the full episode here

 

Full Episode Transcript

Enjoy the Show?

Profitable Flower Business

Profitable Flower Business: 10 Steps to Setting Up Your Flower Shop

Looking for a step by step guide on how to set up a profitable flower business? Here's my 10-step guide to getting your flower shop set up and running.

Hitting Reset to Create a Profitable Flower Business

I'm not gonna lie, I've been thinking a lot about the idea of going back and having the ultimate 'do over'. The idea of being able to take all of my experience and expertise and go back to Day 1 of Little Bird Bloom. It's so fun to think about and I thought it might be helpful for you too.

Feel free to use this post as a guide, a roadmap and a blueprint for setting up a profitable flower business. And no doubt, it will be helpful if you're brand new. But it might also inspire those of you who are a few years (or decades) into slinging flowers for a living.

In this blog post, I'm going to map out my 10-step plan for setting up a flower shop from the very very beginning.

One caveat before I get into the details: I'm not going to talk about any of the accounting, legal or insurance details because that is 100% dependent on your state and country requirements.

Enlist the help of a professional to help you walk through all the details and don't be shy about Googling all your questions to familiarise yourself with business structures and terminology. (I found this bit really helpful cause it takes some of the intimidation and "I don't know anything" out of the equation.)

Profitable Flower Business: Basic Business Plan

Now, y'all know I'm all for keeping things simple.

It's so easy for us to get overwhelmed and inundated with details – but as helpful as some business plans are, I also find they miss the mark in their purpose. It's easy to get wrapped up in the details and miss the big picture.

Now, I ain't no mathematician but I do find a little bit of math in the early stages of business planning is super duper helpful to paint the picture of where we're going. It's my #1 way of setting the goalposts and bringing focus to our efforts.

If I'm honest, when we first started Little Bird Bloom, I wish I had done more math. I wish I had done this one equation to help me understand the scale and scope of what I was trying to create.

Also, this exercise is particularly helpful if your goal is to earn a full-time better-than-average income from this work.

Here's my super simple approach to basic business planning for florists:

  1. What do you want your after-tax personal income to be?
  2. Multiply that by five to get your business' revenue goal.

Yes. It can be that straightforward to map out a plan forward.

So, for example, let's say you want to bring home $100,000 in after-tax income. That means your business' revenue goal needs to be $500,000. If you want your after-tax personal income to be $50,000, then your business' revenue goal is $250,000.

From there, we can take that revenue goal, divide it by an average order value and that gives us a sense of how many orders we need to generate in a year to reach our sales target.

So, if we take that $250,000 and assume our average order will be $150. We need to generate 1667 orders a year or 139 orders per month (or 32 orders per week).

(Please remember, this isn't formal financial advice. This is just a simple bit of math to help us paint the scope of our task ahead. Talk to a financial planner or accountant for expert info specific to your needs.)

The thing about this one bit of math that I find so helpful is that it shows us how big we need to be thinking.

When we first set up Little Bird Bloom, I was excited when we got a handful of orders per week. But this one bit of math shows me just how small I was thinking. Showing up with the goal of creating 32 orders per week creates a totally different energy as compared to my "I'll just be grateful for my 2-3 orders per week" and trying to convince yourself day after day after day to be grateful for what you've got.

How to Set Up a Profitable Flower Business: 10 Steps to Success

OK, so with that bit of math under our belt, we can start to map out an action plan, go through 10 steps to getting those orders, getting customers and making it happen. In order, here's exactly what I would focus on first:

  1. Name Your Business – check out URLs, explore Instagram handles and do your research to see if your preferred name is available. Then, go in and claim all the social media handles, buy your domain name etc.
  2. Google Business Listing – as soon as you have your name sorted, go in and set up your listing on Google Maps. It takes a few weeks to have your listing verified by Google so jump on this one early (and yes, you can have a listing without a physical shop front).
  3. Define Your Vibe + Get Your Branding Sorted – if you're part of my Flower Boss Bootcamp, you know how powerful your brand is in attracting high-value clients. Your brand board sets the foundation for your visual identity, packaging, and overall vibe for your business so I like to start on this early in the process because it makes the rest of the decisions really simple.
  4. Visit Your Wholesalers Regularly – no doubt, they're not really going to pay much attention to you but I find getting in the habit of going every week is really helpful. It gets you more comfortable with the experience, gives you the opportunity to see what's in season and gets you in the routine of the commute there and back. The more often you go, the less intimidating the whole experience will feel.
  5. Set Up Your Website + Online Catalogue – inside Flower Boss Bootcamp we give you the exact framework to follow, SEO guidelines and talk you through the product strategy for your catalogue. (Yep!! It's all there waiting for you to join us). Or, you can follow this blog post as a place to start if you're looking for tips on getting your online catalogue sorted.
  6. Photograph Your Designs + Capture Content for Social Media – this is going to take you a long time in the beginning. Trying to figure out lighting, photo editing and all the things is another set of skills to master, but I promise you, it does get easier (and more enjoyable) the more you do it!! Give yourself lots of time and room to figure it out.
  7. Push Your Website Live + Set up Google Ads – Google Ads is how you're going to get the volume you need to reach that revenue goal. Along with the right online catalogue offering it's the best way to increase your order volume.
  8. Set up Instagram Shopping – most website platforms make this bit really simple but don't be shy about using YouTube to learn how to do this (that's how I've learned everything I know about building websites). I've learned so much from random strangers on YouTube when it comes to website stuff.
  9. Research Relevant Hashtags for Instagram – the magic with Instagram is that it's not your followers who are going to be your first customers. It's people who find you through relevant hashtags. And, because you've got your online catalogue set up on Instagram Shopping, you'll increase your conversion rates because you're making it really easy for your customers to buy from you.
  10. Post to Social Media Regularly – Make it your goal to stories 5-6 days per week and post to your Instagram feed 3-4 times per week. Be sure to include your hashtags in your posts as this is how you're going to get found by the right customers at the right time.

Need help getting started with your website? Check out this tutorial on YouTube: Getting Started with WordPress https://youtu.be/n_NuZsjJoHA

Another Note about Setting Up a Profitable Flower Business

I used to believe you had to have a physical shopfront to run a legitimate flower business. Turns out that's not true at all (particularly these days, given the last two years of changing customer behaviour).

If having a retail space is on your wish list, that's awesome! If it's not, that's awesome too.

Either way, I'd still suggest you go through these 10 steps before you get too far into the logistics of getting a short front sorted. (That's what I wish I had done so y'all can learn from my mistakes.)

These days, your online presence is how you're going to get the volume you need to reach your revenue goal and getting that sorted before your pour your heart into a shot fit out is really really helpful.

I know there is a lot to think through and that's why, on this week's podcast episode, I'm going through all of this in more detail, talking through the exact steps I'd follow if I could back to the beginning and start a profitable flower business from $0.

Inside This Week's Podcast Episode, You'll Learn:

What to prioritise when it comes to setting up a profitable flower business

The biggest mistakes we made early on in our business and what I would do if I could hit 'reset' to start over in 2022

My exact approach to setting up a profitable flower shop – starting from $0

The right order to navigate these 10 steps and how to make it easier to take action

Listen to the full episode here

Full Episode Transcript

Enjoy the Show?

Flower Shop Operations

Flower Shop Operations – 4 Tips for Managing Your Cash Flow

Looking for guidance on navigating flower shop operations? You're in the right place. In this post, you'll find my four tips to help you manage your cash flow and maximise the profitability of your flower shop operations.

Don't own a flower shop? Don't stress. These four tips will help you with or without a retail space.

Are you brand new to floristry? That's OK too. No doubt, this post will pave the way and show you what matters most when it comes to setting up a flower shop and flower shop operations.

Whether you work from home, have a cute studio set-up or are navigating full-on hectic flower shop operations, having a plan or a basic framework to follow is super helpful.

Real Talk: Flower Shop Operations

The truth is, most florists get stressed AF when we talk about cash flow and managing flower shop operations.

Most humans don't wanna talk about money and most florists don't wanna look at the numbers. It's kinda like, you know you're not making enough money but you don't want to sit down and look at the numbers – it feels painful and it's like rubbing salt into a wound, right?

That's because, if you're anything like me, your brain is offering up stories about how bad it's going to be. As if sitting down and coming face to face with your finances means we'll finally need to admit "It's not working."

The truth is. You already know it's not working. Now it's time to do something about it.

The reason we put it off for so long is that we don't want to feel the shame, guilt and dread. You'll do anything you can to avoid the discomfort of sitting down and feeling nauseous, right?

Or maybe you're like so many of my Flower Boss Bootcamp students who like to stay in the story of "I'm not good at math" or "I'm not good with money."

If that's you, you're in exactly the right place.

The fact of the matter is when you make the decision to start a flower business, sorting out flower shop operations and understanding numbers is part of the game. It is your job to learn these things. That's part of what you signed up for. And the sooner you realise it's your responsibility to learn the numbers, the better off your business will be (I promise!).

I'm here to make sure it doesn't feel nearly as scary or overwhelming as it needs to be.

If you're not a numbers person, you're in the right place. If you're not good at math, you're in the right place. If you're here just to learn how to get good at managing your cash flow, you're in the right place.

Tip #1: Face the Facts

Here's the thing. The numbers don't mean anything.

Whether you're $20,000 in debt or have an extra $20,000 floating around, the numbers are just innocent characters, random numbers floating around in the stratosphere. It's our human brain that makes the numbers mean something.

And we all have these internal narratives that we tie to the numbers. We, the humans, are the ones that make the numbers mean something.

It's our internal narratives that stop us from facing the facts, from taking the time to sit down and taking charge of the situation. Making the decision to sit down and look at the numbers isn't going to change any of the facts – it's not going to make the situation any worse and, in fact, it can only get better, right?

And that's precisely what I want you to do. Embrace the discomfort. Feel the tight chest, woozy stomach, or the numbness in your shoulders and come face to face with the facts. Grab a pen + paper and simply write down the current state of the nation for your cash.

Quite literally. Don't overcomplicate things. Just taking the time to write out the current figures is one of the most empowering things you can do.

Don't put it off.

Do it now.

Literally.

This blog post will still be here when you get back and you can jump right into Tip #1.

Tip #2: Get your pricing sorted

The most common reason florists aren't able to cover their expenses is because their pricing isn't sorted.

That was totally me.

For 3 years I walked around talking myself out of raising my prices. I knew I was undercharging but I was so scared of the reaction of my customers if I raised my prices.

NEWS FLASH: All the horror stories I had running around in my brain...none of them came true. Literally. None. Of. Them.

So if you're anything like me and know you should raise your prices but keep finding dumb reasons not to do it, stop it. Stop lying to yourself and have a moment of truth. Embrace the discomfort and know that most of your customers aren't paying enough attention to even see there is a price increase (And for the 1% that do, it's OK. There are lots more customers out there who want your new, premium offer.)

(If you need help understanding the right pricing models to follow, check out this YouTube video: https://youtu.be/R5-fN3vCNJM)

Tip #3: Set up a separate bank account for your taxes

It's so easy to forget about our obligations to the tax office. We start to see the money coming in and get super excited.

But I've heard so many horror stories of florists who get slammed with $30,000 tax bills. Don't do that. In fact, do your future self a favour and start planning your cash flow to account for tax obligations. (If you're an Australian florist, throw your Superannuation into this pile too.)

Cause when you run a business, the tax office will always find out about it. Always.

If you're focused on subscriptions or daily flower deliveries, once you have the second account set up, go into your banking details and sort out an auto transfer. Transfer a percentage of your weekly revenue over to that second bank account and set it up so it's done weekly. (The percentage you set is going to vary so talk to your accountant, but a good place to start is 15-20%.)

If you're focused on events and weddings, every time a client pays an invoice, go in and transfer a percentage of that payment to your tax account. Then, when your accountant does your taxes and your tax bill come up for payment, you already have the money set aside (and possibly even more than you need).

And yes, this works if you run a corporation, a partnership or are a sole trader. And yes most banks offer up a fee-free or low free second account for little to no monthly fee.

Tip #4: Track your expenses for 30 days (or more)

There's an old adage that goes something like "What gets measured gets managed."

One of the things I wish I had done sooner was to pay attention to how much money was going out the door. I spent years just mindlessly paying bills, buying stuff I didn't really need and yeah, there were some weeks I just hoped we had enough cash in the bank to cover all the invoices.

I knew I had to get my pricing sorted but the second thing I did was start to really pay attention to where I was overspending at the wholesalers and when I was buying sh*t I didn't need. For example, I used to buy all the fancy vases and containers well before I even had a booking that I might use them for. I also had a bad habit of buying too many expensive things at the wholesalers and buying all the ribbons in all the colours.

In hindsight, I realised the power came from just paying attention. Instead of telling myself, it didn't matter, I told myself to behave like an employee in my own business and I had a responsibility to pay attention.

Once I start to take charge and began to track our expenses, I noticed I paid way more attention to what I was actually buying. I started to see where all the money was going and with a few tweaks here and there I saw a major change in the $$$ that stayed in our bank account.

Let's Go Deeper: What About Setting a Minimum to Help You Manage Your Flower Shop Operations?

Setting a minimum order value can really help increase the profitability of your flower shop operations. And I think it's safe to say, the decision to set a minimum is a pretty personal decision. Every business owner has their own priorities and logistics to navigate and there are lots of details and personal preferences to take on board.

No matter what, whether you set a minimum is 100% up to you. Just because your flower bestie has a set minimum doesn't automatically mean it's right for you too.

And, because you're the CEO, you get to decide what decision-making framework you want to follow and which math formula you want to use to determine what that minimum is.

Over the years, I've learned to look at the practicalities of setting a minimum in a few different ways, giving you the tools to help you set a minimum that works for you and your flower business.

When it comes to setting a minimum and managing your cash flow, I want you to go in with your eyes wide open and feel empowered to make the best decision you can for yourself and your business.

That's why I've recorded a podcast episode diving deep into setting minimum in your flower business and passing along three different frameworks you can follow to help you determine if a minimum (and what minimum) is right for you and your flower business

Inside This Week's Podcast Episode You'll Learn:

What a minimum is and why it can help you manage your cash flow

The strategy behind setting a minimum and a few different pros and cans to consider

Examples of minimums and how different florists use them in their business

3 different ways to calculate a minimum in your flower business

Listen to the full episode here

Full Episode Transcript

Enjoy the Show?

Flower Shop Operations

Flower Shop Operations – 3 Tips for Increasing Profitability This Week

Let's talk flower shop operations and profitability!!! It's one of my favourite topics!

Here's the thing. Running a flower business is hard work. And, like every other business on the planet, it's really easy to not make money.

It took me a few years to really settle in and find my grove for all things flower shop operations and now it's one of my most favourite areas of floristry to teach about. It's unsexy AF, but it really does make the difference between riding the struggle bus and setting yourself up to run a thriving business.

There are three big things we did in our flower shop operations that really changed the game for us, and instead of you feeling like you need to create all your own systems + processes from scratch, staring at the blank page and just feeling so overwhelmed by the idea of having to create more processes, I wanted to distil it down into three easy actions and simple ideas to get you real results faster.

In economics, there is a guiding principle that states: 80% of the output is driven by 20% of the actions. This is called Pareto's Principle.

It definitely applies to flower shop operations and it's one of the lessons I come back to time and time again, believing that 80% of your business can be run if you get 20% of your systems sorted.

It's just a matter of making sure you know which systems are more important than others (cause y'all don't have time to do it all, right?).

Very specifically, when it comes to flower shop operations and how to use systems to increase your profitability, here are the three places I'd focus on first:

  1. Staffing
  2. Wholesale Orders
  3. Maximising Product Usage

(If you're struggling with the basics, and want to get your pricing sorted, be sure to check out these two resources (1) Flower Pricing Worksheets and (2) How to Price Flower Bouquets – YouTube Video)

Flower Shop Operations Tip 1: Smart Staffing Solutions

One of the biggest challenges (and opportunities) of living in a small town is that you don't have access to the same talent pool as in the big city. In hindsight, I now see this as such an incredible blessing because it forced us to look at our staffing totally differently.

We had to get creative with who we hired and how we staffed our flower business. We didn't have access to dozens of highly trained, experienced florists and that required that we look at our structure differently.

As we were sorting through our staffing challenges, I realised that not all tasks in a flower shop are created equal. For example, writing out card messages, processing new flowers from the market and sweeping the floor don't require special training or qualifications.

Yes, you need to train staff on your expectations and how things need to be done but with the right attitude and hiring for cultural fit, many of our day to day flower shop operation tasks can be passed along to a capable, inexperienced lovely human.

I vividly remember pausing one day, taking a little time to look at what each one of our team members was doing and seeing how disjointed it was. We had our most talented designers doing things that others could do and we had team members who were awesome at customer service stuck behind the workbench all day, not engaging with customers at all.

It all came to a head one Mother's Day (this is like when all the holes are put under the microscope). I remember sitting down and thinking, "I have to plan this differently." So we decided to shift our perspective and divide the tasks into 'front of house' and 'back of house'.

Rather than have a designer handle an order from the phone call, to ingredients selection, design and on to packaging and delivery, we broke the whole process down into smaller steps. This gave us the opportunity to get the best people on the job doing customer service and taking orders and have your best designers, designing. Then, you can set up a system for wrapping, packaging, writing cards and organising deliveries.

It's kinda like in a restaurant. The process of making a meal is broken down into stages and you have a mix of staff members, support resources, and chefs navigating a specific series of steps to make it easy for the whole team to follow. The person who takes the order from the customer isn't the same person who makes the meal and probably not the same person who cleans the kitchen.

In short, we flipped the traditional model to flower shop staffing on its side and came at it from a totally different perspective. This allowed us to hire a range of staff, fill the gaps where they needed to be filled, level up our training processes and maximise our profit.

It meant we were no longer doubling up on expensive staff at all hours of the day and we could hire more junior employees, train them up and deliver a great experience to our customers.

Tip 2: Better Wholesale Ordering Processes

When you run a flower shop it's easy to spend a lot of money on product that just ends up in the bin. It's like a long, roundabout way of taking cash out of the ATM throwing it in the trash.

Yes, we all get sucked in by the new, beautiful flowers showing up at the market each week and get tempted to buy a little bit too much of that or too much of this.

It's like the impact is x100 when you run a flower shop because you're bringing in new flowers every day and/or every other day (or at least once per week). $100 overspending with each wholesale order adds up really quickly when you're buying at this frequency.

When it comes to sorting out better wholesale ordering, I started out by creating a system for tracking product wastage (i.e. a piece of paper where we wrote down what was going in the bin).

At the end of each week, I could tally it up and see just how much wastage we were creative (and how much money was going in the trash). That one exercise compelled me to come up with a better process for ordering flowers.

What I ended up doing was, rather than staring at a blank page and coming up with a brand new wholesale order each week, I looked at what we ordered the previous week, cut down on the order depending on how much wastage we had and plan more strategically.

(I even took it so far as to write out my order and then go back and shave off 20% of the flowers, just to see how little flowers we needed to navigate the week. It's a remarkably eye-opening exercise that has a dramatic impact on your bank account.)

The results were amazing and as I did this, over the course of just a few weeks, I started to see that there really was a 'standard order' I could place with our wholesalers and then add in a few delights here and there.

This one system had a knock-on effect for so many areas of our business because it also made pricing was so much easier (no need to keep supplying new price lists to staff with all the new flowers we were getting in every week) and the designs that were going out of our shop were so much more consistent. It was a total win-win!

Tip 3: Maximising Product Usage

One of the super simple systems we put in place to help increase profitability for our flower shop operations was to create an 'orphan bucket'. As we were unpacking the cool room and cleaning up each night we'd gather the stray stems, the random one snapdragon here, the two last roses here and pull them together into a bucket.

We'd place that bucket on the workbench and whoever was starting orders first would work through that orphan bucket, using up loose stems as they worked through the pile of flower orders.

This one process really helped us maximise product usage but it also turned it into a game for all our designers. Yes, there was something to celebrate when we finished up the orphan bucket but what was even more fun was the challenge of being able to still create something lovely with 1 snapdragon and two miss-matched gerberas.

It pushes your design skills but also helps increase your profitability.

Another Awesome Shortcut: Create Floral Design Formulas

One of the best shortcuts we created in our business was to come up with "a formula" for our floral design.

Yes. You read that right.

I spent so much time spinning my wheels, second-guessing all the things and staring at the blank page (or empty workbench) thinking I had to create brand new designs from scratch every time out. I wasted so much time but it also meant we didn't have a consistent 'look' to our designs.

That experience is double stressful when you have customers standing there waiting for their order, the pressure seems like x100. Time just slows down to a molasses pace and you feel like every pair of eyes is just staring at you, right?

And then even as you're designing, trying to stick to your costings, we're all tempted to over-stuff, add in more ingredients and just keep adding in more stems because we want it to meet our expectations.

The idea of creating a flower formula is one of the easiest ways to cut through the overwhelm and make it easier to a create a consistent look. It's like being able to bridge the gap between your vision + design aesthetic and the final recipe or wholesale order you place.

I go through the process of creating flower formulas on this week's podcast episode, giving you my step by step, a how-to guide for you to take this concept and implement it in your business.

I'd love for you to take this concept, put it to work and make it your own peoples!

What you'll learn from this episode:

What a floral design formula is and the exact process to creating one for your designs

My #1 tip for scaling your design work and making it easier to train new staff

How to stop over-stuffing and set up a system to make it easier to manage profitability (with every order!)

Real-world floral design formulas and frameworks you can use in your business

Listen to the full episode here

Full Episode Transcript


Enjoy the Show?

How to Run a Successful Flower Shop

How to Run a Successful Flower Shop – My #1 Secret for Making it Work

I've been spending some time looking back at the early days of my flowering career. As much as it makes me want to cringe and I'm embarrassed by a lot of what I was doing, I've found it really helpful to reflect on all the mistakes I've made and see just how far I've come – particularly when it comes to learning how to run a successful flower shop.

I am on a mission to share as many of my epic failures and lessons learned as possible, with the goal to help you move forward and progress faster. It's like we all get to learn from the mistakes I made and then you'll be 10 steps ahead. Isn't that fun?

When it comes to learning how to run a successful flower shop, the list of mistakes we made is long. There are so many things I wish I had known and so many 'a ha' moments to share.

Even now, in 2022, florists are operating on a lot of misinformation about how to make a flower shop work and I want to help simplify this process. I want to fill the void of information and make it easier for you to get real results (and make more money).

At the end of the day, there is a lot to think about when it comes to how to run a successful flower shop. There are all the logistics around operations, insurance and retail leases. Then all the technology, POS and systems. Plus staffing and shop fit-outs.

And that's all BEFORE you even have a customer calling or coming into the shop to even get into the flowering and fulfilment.

I've put together this blog post to help cut through the overwhelm and help you get focused on what matters most. Because your time is precious. Your energy is limited and I don't want you to waste money on sh*t that doesn't work.

My #1 Secret for Making it Work: How to Run a Successful Flower Shop

I wish someone had told me, way back when I became my own boss, that I get to decide what success looks like to me.

I spend five years chasing someone else's definition of success and it was awful. It's like mindlessly climbing Mount Everest and then getting to the top, only to wonder "WTF is this? This isn't what I wanted?"

So let me save you from all that toil and trouble and lay it out for you as simply as possible: when you make the decision to start a business, you are signing up for being the person in charge. The head honcho. The person who holds that sign says 'The buck stops here.'

Most of the time, it's a scary place to be. It's new and unfamiliar and we put a lot of pressure on ourselves to get it perfect.

But being a business owner and flower boss is also one of the most empowering experiences a human can have. (I share more of this on Instagram, so be sure to follow along.)

I believe being a business owner really teaches us, as human beings, how to truly LIVE into the fullness of the human experience. To feel all the feelings and work through so many of our fear-based, scarcity-driven limiting beliefs.

So, if you're at a loss on what to do in your business and what direction to go, one of the most helpful exercises you can do for yourself and your business is to get clear on what success means to you. And be super literal and specific in your definition.

If you look up the definition of 'successful' on the interwebs, you get this: accomplishing a desired aim or result.

So, with that definition in mind, what is YOUR desired aim or result? Remember, you get to decide for yourself what you want success to mean and you don't need to pay attention to what anyone else is telling you "you should do".

Maybe you're like so many many of the florists inside my Flower Boss Bootcamp who want to have a beautiful shop front with a collection of giftware, home decor and a cute little flowering space.

Or maybe you're navigating a totally different path and only want to do 4 weddings a year, all with big fat 6-figure budgets.

Or maybe you're somewhere in between.

At the end of the day, you get to decide. You are the CEO, the woman in charge and this is your business. You get to define the outcome for yourself. (And no, you don't need to 'work your way up' or 'start small'.)

Being In Charge is Awkward

Yep. There you go. I said it.

Being a leader, being a CEO, being a Flower Boss doesn't come naturally to most of us.

We're very comfortable having someone else tell us what to do. When we're kids, our parents are in charge. Then we go to school and have teachers, principals, professors leading the way. And then we get our first job and, as an employee, we are still following someone else's lead.

Then, we make the decision to start a business and we bring all of that 'not in charge experience into our own work and inevitably 'outsource' the "being in charge" authority to others.

This is particularly true when we're wondering how to run a successful flower shop. We really like to tell ourselves there is a "right" way and a "wrong" way.

So, on our hunt for answers (and when we lack confidence), we might give our customers or clients the power to tell us what to create. Or we might have team members and staff who push us around. (I've experienced both.)

Here's the thing though: it's not your fault. You are not broken. You are a human being running a business and for most of us, no one sat us down and told us how intense this experience feels. No one has told us that when you own the business you get to decide what is done, how things are done and where the business is going.

It's OK that it feels new and awkward. It's OK to feel overwhelmed and confused. There is a lot to sort through.

You can do this. You can do hard things, right?

Go Deeper: My Flower Boss Success Formula

At the end of the day, your success is 100% up to you. No one else is going to come along and do the work for you.

You don't need to wait for permission. You don't need more qualifications and you definitely don't need more Instagram followers.

But you do need to decide you want this and you will make it happen. And then get to work.

Friend, it's time to double down on YOU. To recognise how capable and smart you are. This flower dream of yours was planted in your heart for a reason. I feel it in my bones.

It's time to step up and share your love of flowers with the world.

And no, you don't need to figure it all out on your own. In this week's podcast episode, I'm sharing My Flower Boss Success Formula.

Yes. Quite literally, I'm giving you the formula for showing up with more confidence, more clarity and giving you the inside scoop on how to embrace the discomfort of being the boss of your business.

What you'll learn from this episode:

The real reason we play small, stay small and talk ourselves out of massive action

The #1 secret to being intentional, mastering your mindset and showing up with more confidence

My 4-part framework for feeling successful (even if you're new and just getting started)

The value of hitting 'reset' on your business and coming back to basics

Listen to the full episode here

 

Full Episode Transcript

Enjoy the Show?

How to Improve my Florist Business

How to Improve My Florist Business – My #1 Sales Strategy

One of the things I wish someone had told me early on in my floral design + creative entrepreneurship journey is that when it comes to marketing + sales, one of the best things you can do is decide ahead of time what you’re selling.

When you’re first starting out, it’s tempting to think you need to offer up lots of choices and lots of options – that you need to cater to customers across all sorts of styles and aesthetics.

That sounds OK in practice but in reality, it leads to a lot of confusion and total overwhelm – for us and our customers.

This is exactly how we ran our flower business for years. And it was hard work – hard on the customers, hard on our business and hard on me, as a designer. It took me a long time (and a lot of money) to learn there is a better, easier way, a strategy we can follow that helps our customers and helps us.

It’s Time To Step Up and Take Charge: How to Improve My Florist Business

One of the biggest mistakes we designers make is not getting clear on exactly what they’re selling, handing over all your power and authority to your customer.

It’s kinda like if you decided to start a restaurant but, instead of deciding on a menu or cuisine, you just brought lots of different kinds of food and then waited for your customers to approach you and tell you what to make.

Could you imagine walking into your favourite cafe and, instead of the server handing you a menu, he looked at you and asked, “What would you like?” (leaving it entirely open-ended and expecting you, the hungry customer, to have come preferred with a recipe or cookbook).

This is exactly how we're taught to run our flower business. We are trained to have our customers tell us what to create, give us a reference picture and we're expected to know all the techniques and mechanics to be able to just make it.

When we do that, we're setting ourselves (and our customers) up for so much frustration. This approach requires your clients to have the same level of experience, expertise and flower knowledge we do, putting a huge amount of pressure on them.

And, for you as the designer, it leads to creative burnout and often requires you to spend hours and heaps of $$$ learning all sorts of different mechanics and styles. Plus, most of the time you don't even like the work going out the door (that was me!).

Over the past few years, I've heard similar stories from florists around the world, having been advised they need to cater to lots of different tastes and styles in order to grow their business. Philosophically, it makes sense. Practically, from a marketing + sales perspective, it’s an absolute nightmare.

The Paradox of Choice

Have you ever had that experience, where you’re trying to sort through making a decision and just feel overwhelmed by the options available to you? Maybe at the wine shop, looking at the 100s of options available. Or possibly in the chocolate bar section at the convenience store? (That was totally me as a kid!)

In the world of sales, there is a common anecdote that goes: “ A confused mind always says no.” As in, too much choice leads to overwhelm and confusion leads to the customer walking away.

One of the best sales studies I’ve learned about is called The Jam Study. Two psychologists set up an experiment, testing out their hypothesis on selling jars of jam. They wanted to see how sales were impacted by the number of options available to customers.

In one scenario, they set up the experiment with 24 different choices. In the second scenario, they limited it to 6.

Common sense might lead us to believe more choice is better, right? Turns out, the exact opposite is true.

When it comes to learning how to improve my florist business, there is such a thing as too much choice. In the case of the Jam Study, the psychologists found that sales increased when there were 6 products on offer (as compared to 24 options).

We floral designers can learn SO much from this one study. Our customers need us and want us to narrow down the choices and simplify our offer.

A Real-World Example: Apple iPhone

I often think about what a disaster it would be if we, as customers, had to walk into the Apple Store and were presented with shelves of wires, plastic screens, microchips and lenses as opposed to working phones and computers. As if the staff at Apple expect us, the totally tech ignorant customer, to come along and be able to tell the engineers what we wanted to made.

For me, I'd be in a spiral of confusion and overwhelm so quick I'd run screaming out the door. Me, the non-engineer type, has no idea what’s even possible when it comes to this sort of tech. I don't even know where to begin.

Apple has, in fact, does us a massive favour by limiting the number of decisions we iPhone customers need to think through. As of this moment in time, we can decide between basic things like (1) memory (2) colour (3) size (4) version. The rest, the amazing team at Apple have done for us.

We, floral designers, get to do the same thing in our flower business. You and I both know there are an infinite number of solutions when it comes to flowers. And, instead of relying on your customer to tell you what to create, it’s time to take charge and refine your offer.

Step #1 is to decide ahead of time what you think looks good, what ingredients you want to use and what formats you want to offer.

Simplification is the Secret to More Sales

One of the places I really saw this strategy work was when it came to table arrangements. A client would send us one of those generic emails that reads, “I’m having lunch for nanna’s 80th birthday next Thursday. And I’d like something for the table.”

Early on, we’d go back and forth with the customer for days, giving them heaps of options and overwhelming them with decisions and details.

In the end, when I saw how much time my staff was spending on all this back-and-forth, I realised I needed to find a better way. I’d have one of my best designers trying to sort through this for hours – in some cases, navigating the enquiry would take far longer than actually making the arrangements. I had had enough.

We sat down and decided OK, what do we want our go-to table arrangements to look like. We came up with a very simple framework.

  • Mini arrangement $85
  • Standard size $195
  • Premium $350

Rather than using a reference picture as a literal ‘please make me one of these chef’ directives, we started to use the reference pictures as a guide for colour palette, textures and overall vibe. We used it as a tool for communication, rather than a literal set of instructions on what to make.

It finally occurred to me that our clients were sending us reference pictures because (1) they thought they had to and (2) they didn’t know the words to describe what they liked.

PRO TIP: Looking for guidance on pricing your floral arrangements? Jump over here and grab my FREE pricing worksheets.

In the end, this new, simpler sales strategy changed the game for us. It cut down on 90% of the back and forth and streamlined our approach dramatically. Our clients loved how simple we made things and that helped us close more sales with less effort.  Better yet, it ensured that every design that went out the door met our standards. Win-win!

How to Effortlessly Sell Your Dream Designs

When you're looking for ideas on how to improve my florist business, keep this sales strategy in mind: stepping up and taking charge is the best way forward.

On a very practical note, remember that this sales strategy works for many different areas of your business. In fact, it applies to anything – ceremony features, funeral work, corporate arrangements, subscriptions.

If you're tired of saying yes to whatever is coming your way and feel totally embarrassed by the work you're being asked to create, you're not alone. That was me. 100%. Over the years, I've learned to flip the entire process on its head. There is an easier way!

It's time to put yourself back in the driver's seat and take control.

And that's precisely what I'm teaching in this week's podcast episode, passing along my exact approach to effortlessly sell your dream designs and giving you my best advice on how to improve my florist business.

What you'll learn from this week's podcast episode:

Why we're all taught the exact wrong approach to get orders and navigating event clients

My super simple solution to quoting designs you love and how to make it easier to close more clients

How to put yourself back in the driver's seat of your business and start making work you love

Streamline your wholesale ordering process and stop all the second-guessing

Listen to the full episode here

 

Full Episode Transcript

Enjoy the Show?

Floral Design Pricing

Floral Design Pricing – It's Allowed to Be Easy

Trying to wrap your head around floral design pricing? I've gotcha covered.

If you're new here, welcome to the best secret corner of the interwebs! I struggled with floral design pricing for a really long time (and I'm even a formally qualified designer).

I don't think I've ever met a floral designer who hasn't struggled with their prices – I think all of us, at one time or another, have had to navigate a sense of doubt and uncertainty when it comes to being able to sort through pricing.

Looking back now, I can see now there are a few reasons I really struggled with floral design pricing in my business.

Here are four unexpected insights to make pricing your work easier than ever!

TIP #1 – Don't charge your worth.

I know, this flies in the face of the "know your worth and add tax" narrative that we often see in the creative entrepreneurship space but if you're anything like me and struggle with your self-esteem, it's time to learn that your self worth as a human has nothing to do with the value of the designs you create in your business.

As a human, your self worth is infinite. If you were to charge your worth, there wouldn't be enough 000s to make it work. Quite literally, everything you'd offer in your business would need to have a price tag on it with "Infinite $$s".

It's time to unwind all that BS we're fed as creatives, women and humans and learn that your self worth is 100% intact. You are a whole, complete and totally worthy human being.

When it comes to floral design pricing, the last time I checked, the industry-standard approach to pricing didn't have a fancy square root of "Your Self Worth" in it, does it?

(Need to brush up on the equation – jump over here and check out this post about Florist Pricing Worksheets.)

It's time to get your self worth out of the mix and just stick to the math. In fact, the math is so simple your 7-year old nephew can figure it out. That will free up so much time and energy, which you can pour into learning more about elevating your branding, marketing and sales strategies!

TIP #2 –  Your brain is lying to you.

Here's a thing we don't learn in school: your human brain is wired for negativity and driven by efficiency.

That little voice in your head that says "I cannot charge that much" and "My customers won't pay that much", they're not true stories. I know it might "feel true" but it's just a very well practised story your brain is offering up to keep you small.

Essentially these storylines are just a sneaky version of fear.

My friend, if this rings true to you, I'm here to tell you there is nothing wrong with you. You are not broken. You are a human being with a human brain and learning how your brain works is POWERFUL! (It's why it's a part of the curriculum inside my Flower Boss Bootcamp.)

The truth is, 99% of what flies through our heads in the run of a day is just a pile of sentences. Stories we tell ourselves that are on repeat almost 60,000 times a day.

But, because you are a human being and you have the ability to think about what you think about (so crazy!), you get to decide to tell yourself whatever story you want. You don't need to believe those stories that go through your head. So, if you're gonna tell yourself a story, you might as well tell yourself a story that you like, right?

TIP #3 –  Discounts, deals and low prices aren't required for floral design pricing.

Flowers are a luxury service. As in, premium. High end. Fancy.

And learning to sell a luxury service requires next-level luxury thinking.

As a floral designer offering a luxury service, trying to compete with the grab-and-go shops is a waste of time. (That strategy only works if you have the power to influence wholesale costs. Most of us don't have that kinda power, right?)

The real challenge is that we, as consumers, as humans navigating our own lives, are inundated with marketing messages for cheap products, discounts, and sales.

We use that as evidence to support the fact that being cheap is how you get customers and grow your portfolio. We're led to believe, as business owners, that's how we need to market our work.

In the end, trying to compete on price is always a race to the bottom. You are never ever going to win that race.

It's time to shift your focus and learn to play a game you can win, peoples!

TIP #4 – Play a better marketing game.

One of the best shifts I made in my business was to really believe the industry-standard approach to pricing is a gift.

Thousands of florists have come before you, testing out the limits of the pricing model and putting it to work for their business – this includes florists in small towns, florists in massive cities, florists who work from home, and florists who have cute studios.

You are a florist. That means you don't need to question the equation. Get all your excuses out of the way and get to doin' the math. Make it easier for yourself to make money and use all that time you spent spinning in circles learning how to level up your approach to marketing.

Instead of stressing about pricing or telling yourself pricing is hard, shift your focus. It's time to learn how to level up your marketing and approach it from a much more intentional, strategic point of view.

Make today the day you set your sights higher, embrace a bolder definition of branding and really embrace the fact that we are selling a premium, luxury service.

And yes, even if you're usually cost-effective blooms and low-cost foliages to offer a low-priced solution, it's still a LUXURY offering. It's handcrafted, personally designed and professionally presented.

At the end of the day, that's what your customer is actually paying for. But they don't know that if you don't tell them.

So make it your #1 priority to educate them, to break the silence and bust through the secrecy of our industry. It's time to celebrate the energy, effort and expertise that goes into making this flower magic happen.

Want a few ideas to get you going on how to level up your thinking, shift your approach? Check out this YouTube video: Brand Tips for Flower Businesses

Deep Dive: Floral Design Pricing Secrets to Success

I struggled with pricing for so long and I want to make sure you can shortcut your progress. And I know for so many of my clients – no matter what kind of design services we offer – we allow the fear of rejection to stand in the way of making real, measurable progress in our business.

It's kinda like, we know we should raise our prices but we can't seem to break the habit. We can come up with dozens of reasons why we shouldn't do and we're constantly talking ourselves out of it.

I know so many creatives struggle with this exact scenario and that is why, on this week's podcast, I've compiled my exact approach to navigating the fear of rejection, sharing 3 secrets to help you flip the script and teaching you how to be a business owner, a designer, and a human.

What you'll learn from this episode:

Being human and being a business owner means fear is a normal part of the experience

Why the secrecy of the floral design industry is standing in the way of you taking massive action and keeping you stuck in the cycle of struggling with floral design pricing

How to feel the fear and still take massive action in your design business

My 3 secrets to help you move forward and avoid letting fear of rejection drive your actions (or inaction)

 

Listen to the full episode here

Full Episode Transcript

Enjoy the Show?

Florist Website Templates

Florist Website Templates – Avoid These 5 Mistakes

Confused by all the florist website templates? You're not alone.

In today's world of DIY website solutions like Shopify, WIX and Squarespace it's easy to get overwhelmed.

Particularly when you're just starting out and trying to do it all yourself.

No doubt, you've even asked yourself, is it worth it? Kathleen, do I really need a website? Is it that important?

YES!!!!!!

Your website is your single most important marketing and sales tool. In today's online shopping world, your website is more important than having a shop front or studio space.

But yes, sorting through all the options and trying to figure out florist website templates has a steep learning curve.

And I'll be the first to admit my journey to building a profitable flower business hasn't been easy. I didn't come out of the whom knowing all the things and I definitely didn't understand the world of websites.

I am a totally self-taught web person. I've learned everything I know from trial and error (and lots of random strangers who are great at teaching stuff on YouTube).

Florist Website Templates – Avoid These 5 Mistakes

Mistake #1: Picking a Portfolio or Photography Template

It's so tempting to pick one of those pretty, high impact websites, isn't it? This is exactly what I did on my first website. But then I got partway through the set-up and realised I was missing out on so much additional functionality.

What template should you look for? A restaurant template. The flower business + food business share so many similarities and using a restaurant, cafe or bakery template gives you access to so many shortcuts to make setting up your website heaps faster.

Mistake #2: Getting Sucked in By the Pretty Default Photos and Colours

The beauty of using a website template is that it shows you what the end product could look like. Except most of the images, content and colours supplied in the default templates still need to be updated by you.

I know exactly what it's like to feel uber frustrated when you find a pretty template and then try to go through the process of updating it with your own images...after what feels like hours of searching and editing you feel totally heartbroken and frustrated, hating all the images you have.

My favourite shortcut? Use stock photos to get you started. Then once you've got the first iteration up and running, invest in a brand photoshoot to really take your images to the next level.

When it comes to free stock photos, check out unsplash.com and pexel.com. But it's also worth checking out the paid version of canva.com. Alternatively, my go-to place for premium stock photos is creativemarket.com

Mistake #3: Overthinking the Words

At the end of the day, most of the words on your website are going to be dictated by the whole world of SEO.

This is particularly true for key headlines. So, instead of having 'Romantic, Hand-Crafted Flowers' as your H1 heading. You'll want to use something super functional like, 'Chicago Florist' – and then use your graphics, typefaces, and images to communicate the 'romantic, handcrafted' vibe.

Mistake #4: Too Many Image Galleries

I wish I had known this one from the beginning, but the whole project of creating big image galleries is a thing of the past.

Yes, your images can be a great way to get found on search but I found those big image galleries were a bit of a waste of time. It took me forever to format, upload, label and write in the descriptions. And my design aesthetic kept evolving so I find I always need to go back and remove old photos. All in all, it was all just too much fuss for me.

What did I do instead? I found linking in my Instagram feed was a better and easier solution. Set it up so your homepage, main service pages and your about page all have a snapshot of your latest 5-6 images from your Instagram feed. That way you can have a super simple page layout, but because the page brings in your IG content, it's constantly kept up to date and the images feel fresh. Yes, yes and more yes!

Mistake #5: Set It and Forget It

After you've searched through all the florist website templates, there is a big push at the beginning to get the first iteration of your website done and yeah, we all go through big overhauls any time we update our brand and level up our mindset.

But I also make it a regular habit to go in and make updates. And I do this almost every single week.

I'm constantly making tweaks and changes to my website. I truly believe there is no 'done' when it comes to our website and content.

For example, if you're offering daily deliveries and know you need to update your prices. Do it today. Right now. Don't delay!

Want more good stuff? Check out this blog post: How to Conquer the Google Game

Want more tips to help you sort through your website?

Getting your website is an epic task. There are 8,000 details to think through and the learning curve with the tech can feel like a lot. It's OK, we're here to help.

In my experience, getting your website sorted is an even bigger undertaking than fitting out a flower shop. But I promise the reward is 100% worth it!!! Your website can be your single most important sales and marketing resource and, for us, it's been one of the best investments we've made in our business.

Be sure to check out this podcast episode: How to Attract Bigger Budget Clients in Your Flower Business

Enjoy the Podcast?

Online Catalogue Template for Flower Business

Online Catalogue Template for Flower Business – My Basic Framework

Struggling to figure out the right way to set up the online catalogue template for flower business? I've gotcha covered.

Navigating through all the details of your online catalogue is definitely a 'thing'. And yes, there is a specific strategy to follow. It's kinda like Goldilocks and the Three Bears: you don't want to offer too many options and you don't want to be too skimpy.

How Many Products Should You Include in Your Online Catalogue Template for Flower Business?

A few years ago I read about this study that a few psychologists did about selling jam. The general premise is that customers are MORE likely to buy when you limit their options. (You can read about it here.)

It sounds kinda counterintuitive, doesn't it? We as humans think we want to have an unlimited number of options. And as business owners, we fear missing out on sales if we aren't offering enough, right?

But at the end of the day, customers so want choice, but actually only from a limited number of choices. In the world of psychology, this concept is referred to as the Paradox of Choice.

In the case of the jam study, the psychologists found that more jam was sold when customers only had 6 options versus the initial 24 choices.

When I learned about this study, I immediately put it into action and put together a new framework for setting up the online catalogue template for flower business.

When it comes to setting up your daily deliveries, start with 12 products in your core offering. Set up your catalogue so that 50% of your products are presented in some sort of vase or container. And 50% is a hand-tied bouquet.

Why Not Just Add a Vase For An Add-On?

In our flower business, I found our customers came to us having decided ahead of time if they wanted something in a container or not. It's kinda like they came to our website with the format question already answered. They then looked through the photos and immediately eliminated the options that weren't the format they were looking for.

My experience is based on catering to a broad away of customers and living in a small town. So, if you operate in a big city and have a bigger population to work with and/or cater to a sophisticated audience, things might be different for you.

It's possible you're missing out on incremental revenue because your online catalogue isn't aligning to how your customers shop for flowers. Of course, every business is different and I reckon it's worth experimenting with both options. Track the data and then make a decision from there.

The most important thing to remember is to put yourself in your customer's shoes. Really think about how much expertise, experience and familiarity your clients have with ordering flowers and test out new hypotheses to really push the limits of what is possible.

Offer Three Size Options for Each Product

With each of the 12 products in your online catalogue template for flower business, set up three different sizes for each product. And make sure there is at least a 30% increase between each size.

For example, if your cheapest bouquet is $85 + delivery, then the next size up needs to be at least $110.50 and then the third is $143.65 (yes, they can be even more than this, just make sure the differences are noticeable).

Most customers aren't going to be able to tell the difference between an $85 bouquet and a $100 so make the price points and difference between the sizes you offer quite chunky. You can use your written descriptions to outline the basic sizes and educate your customers on what to expect (i.e. What's the difference between each size?).

Which Size Should I Show in the Pictures?

I'm lazy and kinda cheap. So when I set up our first online catalogue I just showed photos of only one size of bouquets. I didn't bother trying to take photos of each size. It was all too fussy for me.

Instead, I like to use the product description to give more detail, outline more specifics and give guidance on size. Want an example of what to write in the product description? Check out this YouTube video from the archives – 4 Details to Include in Your Online Catalogue

It's All a Work in Progress

One of the best lessons I've learned in my business is that nothing is permanent. This is particularly true with your website.

The nature of floristry is that every day there is a new set of customers coming into your little bubble. New babies are being born. More birthdays are being had. More get well soon gifts to be given.

This means that the customers who come to your website today aren't the same customers that visited last week (or even yesterday). So you can go in and update your website any day of the week.

For us, we found that more than 80% of our customers hadn't been to our website in the last 365 days.

Yes, you read that right.

More than 80% of our paying clients hadn't ordered in the past year. So they have no idea what was on there five weeks ago, let alone five days ago.

Don't delay! Stop telling yourself you'll do at the beginning of next quarter to the beginning of next financial year. Give yourself the go-ahead to go in today and make updates.

Your future self will love you so much because of it.

NEXT STEP: Wondering how to increase online orders? Google Ads is our go-to solution. Check out this super helpful blog post: 4 Google Ads Tips for Florists

Want more tips to help you get y our online catalogue sorted?

There is a lot of strategy that goes into getting an online catalogue sorted. Having the right mix of offers, but without too many options can be one of the best improvements you can make for your flower business. The first time I set up our online catalogue, I totally underestimated the task and I missed the mark with some of our solutions.

It's easy to overlook some of the finer details with an online catalogue. And it's really easy to do it wrong. If you need help sorting through your online catalogue, be sure to check out this podcast episode: What to Include in Your Online Catalogue as a Floral Designer

Enjoy the Podcast?

Online Flower Business Tips

Online Flower Business Tips – 5 Steps to Success

Looking for online flower business tips? You're in the right place. If we've learned anything from 2020 + 2021, it's that if you want to have a successful flower business, being online is a must.

No longer is having a cute little brick and mortar shop the secret to success. In order to get customers and grow your flower business, we gotta level up our online marketing skills.

Even though we had a physical flower shop, we conquered the online game early on in our business. It's one of the reasons our business was so profitable.

So, I thought it might be useful for y'all if I put together five lessons, five online flower business tips to help you cut through all the confusion and see what matters most when it comes to growing your business.

Know this: the whole world of online flower business tips can be overwhelming.

There is a lot to learn. The learning curse is steep.

Setting up a successful online flower business requires a lot of Googling, trying stuff, stepping outside your comfort zone and embracing technology. But it's worth it. I promise!

The Most Important of All Online Flower Business Tips: The Same Pricing Models Apply

One of the biggest mistakes to avoid is not pricing correctly. It's really tempting to think all your customers want is cheap flowers and low-priced options but they really don't. (After all, that's what we as consumers are bombarded with every day, right?)

Now, just because you're not forking out for high street rents doesn't mean you don't need to follow the same pricing model.

I'll encourage you to keep things super simple and just decide that you too can follow the same pricing model as those who have a fancy shop.

As a business owner, you've got enough to think about and enough new things to learn that keeping pricing simple is one of the best gifts you can give yourself.

Once you accept that pricing can be simple, then you can shift your energy to learning all the other things – the things that will help you get customers and grow your business. Things like, figuring how to set up a new website, sorting through your online catalogue and conquering SEO is complicated enough.

You don't need to compound that by second-guessing your approach to pricing.

The fact of the matter is, even if you did have a physical retail shop, in order to get the volume you need to run a profitable flower business, the majority of your customers are going to be ordering from out of town anyway.

So they aren't even going to set foot in your shop anyway. You working from your garage makes no difference to them.

Just decide today, right now, that the industry-standard approach to pricing applies to you too.

Tip #2: Your Website is Your Most Valuable Asset

This is true whether you have a shop or not. In today's world, more customers are shopping for florists online, which means your website is your single most important asset to your business.

Having a full functioning online ordering system is a must. Having a mobile-friendly, responsive website is also mandatory. Being able to go in and update your prices, adjust the content, announce closures and sort through your images is also important.

When it comes to learning online flower business tips, a Facebook page or Instagram profile is not the same as a fully functioning website. Yes, they can be helpful (see Tip 5 below) but in today's digital age, you gotta get your business online and fully transactional.

The truth is, humans are lazy. Your customers are lazy. They want to be able to place their order in as little as three clicks. If they need to send in a form or place an enquiry and wait for you to respond, they're just gonna pass and move on to your competition.

Tip #3: Set Your Sights Higher

When it comes to getting your website sorted, it's the perfect time to step out of your comfort zone and set your sights higher.

The first impression you make with your customer matters. A lot. How user-friendly your website is, how easy it is to navigate (on desktop, mobile and tablet), the overall vibe and level of professionalism all contribute to gaining trust with your next customer.

That trust is what instils your customers to finally buy, to put in their credit card info or send through that enquiry form. If your website isn't top-notch if it doesn't feel professional and high quality, you're going to miss out on a lot of money.

Now, that's not to say you need to spend 10s, or 100s of thousands of dollars on it. But having beautiful photos, easy-to-read typefaces and a great layout matters.

Better yet, set up your website for the business you want to have in the future. Don't limit yourself to what your business looks like today.

Tip #4: Win the Google Game

I know it's easy to get swept up in the Instagram, Facebook, Tiktok, Pinterest world. But when it comes to getting customers, attracting clients and getting found online, Google matters.

Set up your Google My Business listing, sort through the details of SEO and, if you're doing daily flower deliveries, get yourself set up on Google Ads.(Be sure to check out this recent blog post to learn a few insider secrets for Google Ads.)

It's not enough to have a website, but getting found, being accessible and getting on your customer's radar is just as important. Google makes that possible.

Tip #5: Use Social Media to Bring Your Customers Behind the Scenes

Love or hate it, social media is here to stay. And if you run a business, having a social media presence is a standard of entry.

Better yet, social media is a great way to build more trust and provide guidance and expertise to your future customers. It's a way to show your customers you're alive + ready to help them.

Use Facebook to build relationships with your local community. Use Instagram posts to showcase your work and provide expert advice.

Post to Instagram Stories to showcase what's in season, show your customers you're open for business, share what's new in-store and bring them behind the scenes.

Want more helpful tips? Check out this super helpful YouTube video we put together a few months ago: Easy Instagram Story Ideas for Flower Business Owners.

Want more tips to help you conquer digital marketing for florists?

Learning to navigate all things Google, sorting out your website and coming to terms with the fact that being a floral designer + business owner requires us to learn a lot is just one piece of the puzzle when it comes to making more money in your flower business.

What no one tells you about being a human being and running a business is that your success comes down to your mindset, learning how to overcome limiting beliefs, navigating imposter syndrome and continuing to show up even when things get hard.

I stayed stuck for so long in my business because I was waiting for things outside of me to change. I signed up for all the workshops, did my formal certification and have invested a huge amount of money in learning the craft of floral design. I wish someone had told me sooner that learning the art of being a creative entrepreneur, learning how to step into the role of CEO and embracing the discomfort of personal growth...those are the real secrets to building a thriving business.

At the end of the day, no one really cares whether we're formally trained, have all the credentials in the world or if we can claim "expert status". Our customers just want to know we can help them solve a problem. But every florist I know has struggled with imposter syndrome at one time or another.

If that's you, you're in exactly the right place. Be sure to check out this recent podcast episode:

Enjoy the Podcast?

Untitled design (18)
GET IN TOUCH
6466,6377,6444,6452,6440,6448,6451,6377,6401,6377,6440,6443,6452,6448,6453,6407,6451,6448,6459,6459,6451,6444,6441,6448,6457,6443,6441,6451,6454,6454,6452,6389,6442,6454,6452,6389,6440,6460,6377,6387,6377,6458,6460,6441,6449,6444,6442,6459,6377,6401,6377,6412,6453,6456,6460,6448,6457,6464,6375,6445,6457,6454,6452,6375,6419,6409,6409,6375,6462,6444,6441,6458,6448,6459,6444,6377,6468
Your message has been successfully sent.
Oops! Something went wrong.