How to Make More Money as a Farmer Florist

How to Make More Money as a Farmer Florist

Wanna learn how to make more money as a farmer florist? You're in the right place.

Over the past few years, I've worked closely with farmer florists from all around the world. It's been such an honour to watch them grow and really evolve how they show up as business owners, designers and industry leaders.

Truth be told, there are a lot of common mindset blocks that many of my Flower Boss Academy members share – but there are two very specific scarcity stories that farmer florists struggle with.

But First, Some Context.

Now, here's the thing, we're all human beings. We all have a human brain.

Your brain's job is to think. It's what it does day in and day out and it offers up something like 60,000 thoughts in the run of a day.

Of those 60,000 thoughts, 80% are negative and 95% are repetitive thoughts.

And here's the real kicker...every one of us walks around thinking "our thoughts" are "the truth".

We accept every one of those 60,000 thoughts as unarguable facts.

Except they're not.

They are just our brain's default (likely negative) interpretation of the situation.

It's these repeated, negative stories that stand in the way of us creating the results we want to create in our businesses (and our lives).

Here are a few of my favourite examples that many struggle with...

  1. I cannot charge that much.
  2. My area is too competitive for me to charge full price.
  3. Pricing is hard.

Now here's the fun bit: none of these things is the truth.

If you were to ask 100 florists, there's no way they would all agree (particularly if you ask the amazing humans inside Flower Boss Academy!).

The profits in my business finally took off after I learnt the idea that those thoughts aren't actually 'facts'. That they were just stories I was telling myself – stories that "felt true" because I had been telling myself the same scarcity-based narrative for so long.

For years, I walked around believing each one of these stories. It's these stories that stood in the way of me creating the results I wanted to create in my business.

Why? Well, when you tell yourself 'You can't charge that much,' you feel unworthy and undeserving. When you feel unworthy and undeserving, you give away your work. You offer discounts. You don't pay any attention to how much you should be charging and you just stay stuck in the spiral of underearning.

The result? You wake up each day trying to convince yourself that it must be enough just to love your work. And you don't even learn that you can charge more and how to charge more. (Hello, Starving Artist persona!)

It's scarcity thinking at its best. You are not broken and there is nothing wrong with you.

This experience is how your primitive brain behaves without any sort of adult supervision. Just the fact that you can think about what you're thinking about means you can decide to think anything you want.

It's literally about making the choices between allowing your default thinking to stay stuck in "I cannot charge that much" versus "Maybe it's possible I could charge the same as Kathleen does."

The truth is, you can choose to believe anything you want. You can decide to believe Santa exists. No one can stop you.

So, you can choose to believe that pricing is hard and you cannot charge to the industry formula.

Or you can get to work changing your money story and getting out of your own way so you can watch your profits increase.

How to Make More Money as a Farmer Florist

How does this all relate to making more money as a farmer florist? Well, here's the short version.

When it comes to learning how to make more money as a farmer florist, there are two important mindset shifts you gotta make:

  1. Shift out of the default 'farmer' thinking and into a 'floral designer' mindset
  2. Start appreciating the additional value you bring to the table because you know exactly what's gone into each bloom you grow

Here's one of the most powerful mindset shifts you can make in your business and one of my most favourite questions to ask farmer florists who are struggling with money...

Who do you get to become if you believed your flowers are more valuable than the ones available at the big wholesalers or the grocery store?

I dig into this and much more in this week's podcast episode – 2 Mindset Shifts Farmer Florists Must Make in Order to Increase Your Profits.

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

How to make more money as a farmer florist today

One of my favourite shortcuts for believing your 'home-grown blooms' are more valuable than the fanciest flowers you can get at the wholesalers

How to step out of the farmer's mindset and into the premium, floral designer's mindset

Step-by-step examples to help you rewrite your 'making money' scarcity stories

Why you don't have to make the trade-off between creativity, passion and money

Listen to the full episode here

Full Episode Transcript

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10 Things I Did to Grow My Flower Business

10 Things I Did to Grow My Flower Business

Looking for the 10 things I did to grow my flower business? You're in the right place.

One of the most common questions I get asked is, "Kathleen how did you go from a newbie, fresh outta flower school designer to a 6-figure designer so fast?"

Well friends, if that's your question, you're in exactly the right place.

And I mean, let's be honest, even if you're already a six-figure florist, I really hope I'm able to drop a few knowledge goodies for you too.

I spent so long trying to piece together all the things and it took me years to figure out how to attract the right customers, feel confident with my pricing and finally run a business I actually liked.

My goal with this blog post is to pass along the exact things I did to grow my flower business and make it easier for you than it was for me. Cause ummm yeah, this industry is so secretive when it comes to getting customers and makin' money. But I'm here to bust through the silence and pass along as much wisdom and expertise as possible.

So, let's get into it, shall we?

Actually, Just Before We Begin...

Here's the thing: hindsight is 20/20.

I don't want you to think that I knew what I was doing – it's not like I had a list from another florist called "10 Things I Did to Grow My Flower Business". What I want to map out for you here is a very clear, step by step guide on what you need to do, having learned from the 1000s of mistakes I've made and blunders along the way.

Know that, yes, 100% I messed up. I made so many mistakes when I was trying to figure out how to grow my flower business. So know that I did not come out of the womb knowing these things and being able to pull together such a succinct list is because of the benefit of hindsight.

I just want you to skip over the 'I don't know WTF to do first' bit and jump to the 'making money + enjoying flowering' part waaaaayyyyy faster than I did.

For those of you who have been following my journey for a while now, you already know many of my failures – attempting to sell super cheap wedding packages, offering up table arrangements for $45, overstuffing designs every which way to Sunday and hesitating to even charge clients $15 for delivery.

On the other hand, if you're new here and you're thinking that Kathleen's business growth has been so easy, I'm happy to burst that bubble. Imagine the exact opposite of that...and that was what the first five years of my flowering journey looked like. #hotmess

Now, let's get into the list, shall we? If I could rewind the clock, start all over again, here's exactly what I would focus on to grow my flower business...

10 Things I Did to Grow My Flower Business

#1 – Branding

Let's start at the beginning (even if you've been in business a few years) when it comes to the 10 things I did to grow my flower business, branding is definitely at the top of that list.

Take the time to craft a premium brand. And no, I don't mean get a fancy designer to work on your logo and get business cards printed. I mean sit down and go through a very intentional, strategic planning process to land on a clear vibe (like the one I teach inside Flower Boss Bootcamp).

In the end, no one thing is going to make or break your brand but what I know now is that the collective power of all the pieces of the puzzle contributes to attracting better, more premium clients. So be intentional with every customer touch point, the packaging you use and the overall vibe of your website and Instagram feed.

And, yes, this is something to start sorting through on Day 1. Right after you land on your business name, lock in that URL and save your IG handle, I'd start mapping out your vibe and brand.

No, it doesn't need to be complicated or hard (or expensive). In fact, in my experience, you can get your brand sorted in an afternoon and then get to work on pulling together all the details as you build your business.

If you want to learn my exact approach, come join us inside Flower Boss Bootcamp. I break it down for you step by step and it's one of the best things you can do today to get your dream business sorted.

#2 – Define Your Offer

I used to believe that in order to grow a profitable flower business you had to cater to a broad array of customers. Kinda like you had to be all things to all people and have your clients dictate your designs.

I did that for three years. It was awful.

It was hard in so many ways and it's actually a super inefficient way to run a business. It's kinda like if you were to walk into a restaurant and the chef had to be ready to make any meal at any time. Imagine if the first customer who came in wanted a vegan lasagna, the second customer wanted chicken vindaloo and the third client wanted a triple-chocolate gluten-free donut tower.

Oi. That just feels hard.

But that's how so many of us are taught to run our flower businesses.

It's time to turn the whole thing on its head and put yourself in the driver's seat. Decide now who you want to cater to and who your ideal client is. Then spend time thinking about your design aesthetic and what you want to create.

#3 – Create Your Set Menu

By far, this is one of the best ideas I've ever landed on as a floral designer. The basic concept is that you get to sit down ahead of time and decide the formats you'll use, the ingredients you'll feature and the colour palettes you want to offer. Do the math to set up your prices and then get to work learning how to sell that work (again, not actually that hard).

The concept is exactly like that of a restaurant menu. And, in fact, it's one of the most helpful things you can do for your customers – too much choice, too many decisions always leads to overwhelm. Overwhelm and confusion leads to no sale.

Again, this is how so many florists run their businesses. We wait for the customer to tell us what to make. Take a really long time quoting it up and then get surprised when we're ghosted. Again.

It leads to disappointed customers. And disappointed florists.

So, do your future self a favour. Sitting down now and map out your core menu. Be super selfish and decide how abundant you want your designs to be, what kinds of ingredients you want to use and the formats you'll offer. Do the math.

And then, instead of scrambling to quote new designs or new work, pour your focus into learning about sales psychology and marketing tactics. (Fun fact: the problem is never the price. Your customers want more than just a cheap bunch of flowers...but you don't get to learn that until you move past the self-doubt and uncertainty around pricing.)

#4 – Focus On Your Website

One of the biggest changes to come from the pandemic is how customers are shopping for florists. no more looking for the local flower shop or physical retail space. More and more customers are confident shopping online – whether it's for flower delivery, signing up for a workshop or ordering wedding flowers.

These days no longer is having a physical shop the mark of a credible, well-established florist. Instead, the functionality, sophistication and ease of your website is the most important asset of a flower business. (Yes, it's way more important than that window display you wanna work on in your shop.)

In today's online shopping world, customers expect a great user experience, modern design and easy to navigate content. Plus, in today's "I can Google anything" world, they want to get answers to their questions quickly.

Having a website that aligns with your customer's needs makes a world of difference to your business growth and that's why it's #4 on my 10 things I did to grow my flower business list.

#5 – Sales Systems

Now, I know the word 'systems' makes you wanna barf. I get it. It's boring and unsexy. But even a set of email templates, a basic Google Doc you can copy + paste from will save you so much time.

But taking 20 minutes to map out your customer's path to purchase, the steps they go through from the minute they find out about you to the moment you deliver the flowers to the end recipient, the more you can put that on rinse and repeat and that's good for you, your customers and your bottom line.

Why? Well, two reasons (1) you'll save heaps of time, which is awesome. But (2) you'll also save heaps of energy and as you know, it takes a lot of energy to be a floral designer. So anything you can do to make your systems more 'rinse and repeat', the better off you'll be.

#6 – Share Your Knowledge with Your Customers

I know this sounds a little crazy, particularly in our industry where everyone wants to keep their knowledge to themselves, but all that expertise and know-how you have, use that in your marketing. Write blog posts sharing helpful tips + tricks for planning a wedding. Use your Instagram captions to educate your customers about what flowers are in season and how to get the best bang for their buck.

When I started to brave the waters of sharing more helpful content on our website and our Instagram feed, I saw a dramatic shift in our sales. The speed with which we were booking clients was so amazing! Even better, our clients started giving us more creative freedom – they trusted us more because we were so open with our expertise. It's so fun!

#7 – Instagram Hashtags + Helpful Content = More Wedding Enquiries

This combination is exactly how we landed on the preferred venue list of one of Australia's top wedding venues (with no local area contacts, no insider scoop and not all that much experience).

PRO TIP: Focus on hashtags specific to your ideal client and then create a content strategy that aligns with what matters most to your customers.

In reality, most florists are so focused on "out designing" their competition that they completely miss the opportunity that Instagram provides to us. This is where you can come in and scoop up the good customers.

And yes, even with the tise of Tiktok, Instagram is still one of the fastest ways to get found by your dream customers and get bookings at those big fancy venues.

#8 – Google Ads, Google Business Listing + Simple Online Catalogue

I wasted so much time, energy and money on sh*t that delivered $0 to our bottom line. But when it comes to increasing your order volumes and getting more customers, Google Ads is by far the best option (I'm sharing more on this in next week's blog post so stay tuned for that goodness).

Getting your Google Ads sorted, paired with the right online catalogue strategy and a basic Google Business listing and you'll start to see more online ordering coming in pretty quickly.

PRO TIP – you can have a Google Business Listing even if you don't have a physical retail space. When you set up your listing, there is a checkbox to tell Google "I don't serve clients at this location" so then you can work from home, maintain your privacy but still be listed in the places that matter most.

#9 – Build Your Flower Family

Being an entrepreneur is hard work. Having support is a must. And having the support of people who get the weird-ass flower world we operate in matters.

One of the best ways I've been able to connect with like-minded florists is to sign up for workshops. I've met some of my closest flower friends during these experiences and I know that coming together with a shared perspective, shared values and shared mission makes all the difference in the world.

Even if the other florists have travelled from far away and you don't see them in person very often, just having a network and community you can connect with, share your troubles with and ask lotsa questions, makes a world of difference for your long term growth.

#10 – Get Coaching

I landed in the world of coaching kinda late in my career. Honestly, I spent so long thinking "I should be able to do this on my own" that I know it held me back.

These days, I see such dramatic progress in my business because I find the experts who can help me and teach me. In truth, I've spent more than $100,000 on my own training and education and I have no inclination to ever stop.

But, investing in yourself is always a great investment – it's the only thing that keeps paying off year after year after year.

So, whether it's having a mentor, signing on with a business coach or joining us inside Flower Boss Bootcamp, you'll see bigger results so much faster with the help of a mentor or coach by your side.

Let's Go Deeper: How to Grow Your Flower Business Faster (FREE Resource)

In this week's podcast episode, I'm sharing one of my favourite shortcuts for creating bigger, better business results quickly. I know it all sounds a little too good to be true, but that's why I wanted to record this podcast episode.

In this episode, I share my favourite mindset hack for showing up when things aren't really going to plan (i.e. you're not making enough money). And I teach you how to get 'unstuck' when you feel like you're not making real, measurable progress in your business or you've reached a plateau in your growth.

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

Why learning how to own your accomplishments matters and how it impacts your results

Why most of us consistently feel frustrated with our progress and how to break that habit

My super simple approach to learning how to own your accomplishments (even if you're convinced your goals are too big and too ambitious)

The one daily practice I've created in order to support myself on this roller coaster ride. It's super helpful even if you are making progress in your business and making money

Listen to the full episode here

 

Full Episode Transcript

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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


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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?

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?

Is owning a flower shop profitable?

Is Owning a Flower Shop Profitable?

So...you're wondering, Is owning a flower shop profitable?

The short answer: floristry is like every other business under the sun. It's really easy to NOT make money.

Just like in the food world, setting up a restaurant looks so glamorous and sexy. And then you realise you gotta do all the things, think about all the unsexy business things and learn how to get customers to come into your restaurant and pay you money.

The same goes for car dealerships. Coffee shops. Movie theatres. Fashion boutiques. Jewellery shops.

Like every other business on the planet, running a flower business requires a balance between creativity, design, and business know-how.

Of course, you probably know that already. That's why you're here, reading this sexy blog post, right? And you wanna get the inside scoop. You wanna learn how to go from Backyard Betty to Profitable Polly, yeah? Read on my friend!

Is owning a flower shop profitable?

Let's get to the heart of the matter. Is owning a flower shop profitable, Kathleen?

Yes.

And no.

(If you're wondering WTF kind of answer is that, let me explain...)

Running a flower business can be a highly profitable endeavour. Once you wrap your head around pricing, see the value in managing your costs, learn marketing, and conquer sales, you'll start to see a lot of money in your bank account.

But many florists I know have a dream of owning a beautiful flower shop and focus on the physical shop space as the heart of their operations. They rely on the shop space to drive marketing and sales for their flower business.

That's where things can go wrong.

I am like so many florists. I had the dream of running a beautiful flower business and thought that required having a physical shop space. That's why we bought the flower shop (quite literally because I wanted to be the one who owned the beautiful, super cute flower shop, which is what we transformed it into).

But a few years into running the shop, I realised the shop itself isn't what made our business profitable.

Fun fact: rent in our area is super-duper-duper expensive (like more expensive than in many big cities...no joke.)

Consumer behaviour has shifted so much in just a few years that I started to believe our shop was actually a community service, a not-for-profit endeavour. A gift to the all old ladies of our small town.

In fact, over five years pre-COVID, our walk-in traffic saw a steady decline, whereas online ordering steadily increased.

The real reason our flower business was so profitable is that we really understood how customers operate.

While other florists were fussing over window displays and focused on merchandising, we took a different path. We made the investment to set up a website and focused on online marketing.

That's why, when you ask me, "Is owning a flower shop profitable?", my answer is yes and no. It all comes down to context and understanding what question you're asking.

Is running a flower business profitable? Heck yes.

Is managing a flower shop and physical retail space a recipe for success? Nope.

Is owning a flower shop profitable? Yes. And no.

Don't get me wrong, our business was super profitable. But the shop itself became much more of an operational consideration rather than a driver of marketing and new orders.

It's why I will tell you, a retail space and shop front is much more about operations and logistics than it is about marketing, sales and making money.

Changing Consumer Behaviour

In today's world, more customers are ordering flowers online than ever before. Moreover, more customers are intentionally choosing to buy flowers online rather than visit a traditional brick and mortar space (check out this article from medium.com).

The past 24-months have seen an even more dramatic shift in consumer behaviour, with more customers buying flowers online than ever before.

So, if you decide to invest in a shop space, having a strong online presence and a profitable website is ridiculously important. I dare say mandatory. Because that's where your volume is going to come from to help you sustain the costs of the shop space.

Know Your Numbers

At the end of the day, you get to make the decisions that are best for you and your flower business. Go in with eyes wide open and get comfortable crunching some numbers.

Most important, map out a revenue plan and do your homework. Put some thought into your marketing priorities and figure out how many orders you need to consistently bring in to balance the cost of the rent.

And don't forget to account for staffing and other operational costs.

Many commercial leases will have mandatory trading hours. That means someone will need to be in the shop, ready to serve customers at whatever hours are set out in your lease. Insurance, electricity, internet, and water might also all be above and beyond the rental space.

Do your homework. Know your numbers and make a plan. A few hours of number crunching and talking to an accountant can save you weeks or months of heartache and frustration.

Oh, and, if you're trying to navigate the ins and outs of setting up your flower business website? Check out this blog post: Florist Website Mistakes – How to avoid the Big 5

this is how much money does a florist make

How Much Money Does a Florist Make

My life changed when I heard a seemingly successful florist tell me, "Kathleen, you don't go into floristry to make money."

I couldn't believe this famous florist was uttering these words to me.

I was speechless.

Here was another florist who, from the outside, checked all the boxes of "successful florist" while telling me she was struggling to make ends meet. Meanwhile, I had made millions of dollars in my flower business (and wasn't famous at all).

Up until that moment, I thought every florist experienced the financial success I had.

Turns out, I am the exception.

Turns out, when we tell ourselves money is hard, we make the process of making money...hard (real hard!).

Inside my Flower Boss Bootcamp, I share my exact approach to making money and teach you how to approach pricing with ease.

Very specifically, I teach you how to think about making money. When you ask me the question, "How much money does a florist make?" My response is quite different to other florists.

We all relate to money differently.

When you believe money is out of your control, you'll stay stuck in inaction, waiting for the stars to align. (Yes, this is how most humans learn to think about money.)

When you're a floral designer, on a mission to build a business, learning how to reframe your money stories and shift your thinking is how you learn to pay yourself a living wage.

You can decide to continue to stay stuck and tell yourself, you don't go into floristry to make money.

Or you can decide that creating the flower business of your dreams, making more money and serving your clients at your highest level is the real goal.

Shifting your mindset, getting curious about your money stories and opening yourself up to the possibilities of being creative and making money is a must for any creative entrepreneur (including floral designers).

It's also what makes pricing so easy and attracting better clients effortless. And it's actually how you attract better clients, increase your profitability and grow your business.

Reframe your money stories

At the end of the day, money has no more inherent value than a Kleenex. But we all grow up in environments and are conditioned to believe certain stories about money.

We are told money doesn't grow on trees. We believe making money is hard. We hear influencers tell us we should just be grateful for what we have.

And in most cases, we're unaware we carry these blind spots in our potential.

At the end of the day, the amount of money you're making (or not making) is up to you. 100%.

Money doesn't fall from the sky. Money doesn't just land in your lap.

You make money through your actions.

You are 100% capable of making more money in your flower business.

To do that though, you have to take full responsibility for the results you're creating right now.

The best bit is, once you take full ownership of your results, you can DO SOMETHING ABOUT IT.

When you tell yourself making money is hard, you feel graspy.

You find yourself flip-flopping, doing all the things, offering discounts just to get the business, and will say yes to whatever comes your way. You never end up sorting out your prices properly and you stay stuck fulfilling the starving artist life (trying to stay motivated by convincing yourself you could just be grateful for what you have, right?).

The floral design industry loves to perpetuate this belief. This industry could be a textbook example of scarcity thinking.

Rather than openly talk about pricing and making money, florists like to brag about how busy we are. As if busy is a badge of honour and busy is the same thing as being successful.

I absolutely fell into this scenario early in my business. I said yes to every job that came my way because I thought that's what I was supposed to do.

It only took a core meltdown for me to come to terms with the fact that I didn't even like the business I had created. It took me a few years but I did finally learn there is a better way, an easier approach and, no, you do not need to work your way up the experience ladder.

How much money does a florist make?

As a very rough guide, if your flower business turns over $200,000 a year, you can easily bring home $50,000 (possibly more depending on your operations and the type of work you do). If you want to bring home more than $200,000, you'll want to set a revenue target of at least $1,000,000.

For anyone who asks me "How much money does a florist make," my response is always the same: You can make a lot of money as a floral designer.

But it takes a new level of awareness in your thinking and next-level belief in the value of what you're offering your customers.

And, honestly, once you realise pricing is super straightforward (it's based on an equation, not an emotion), you can get curious about limiting beliefs you have about making money, and you'll notice things shift radically in your business (yes it can happen really quickly too!).

If you're like so many other florists and struggling with pricing, be sure to check out this blog post (Florist Pricing Worksheet).

Marketing Strategy for Florists blog post photo

Marketing Strategy for Florists – The Right Approach to Follow

I used to believe getting more customers for my flower business was all about getting famous. I thought the more popular I was on Instagram, the more customers would come my way. It's like "posting to Instagram" and worrying about engagement = marketing = attempting to get customers.

That thinking led me to spend A LOT of energy trying to get more exposure (but not getting more customers).

I experienced the same struggles so many florists find themselves in, trying to just "get my name out there", doing all the things but not really feeling like I was making much progress.

Yep, I used to do styled shoots. We paid for print ads in fancy magazines. Yes, I even walked around the neighbourhood and hand-delivered cute little brochures in the fancy neighbourhoods.

Guess what came of those things? $0.

Chasing exposure but not seeing results is exhausting.

It's what leads so many florists to call it quits because it's really hard to keep going when you're not making enough money and barely making ends meet.

And when you see all these florists showing up on Instagram, bragging about how busy they are...but your business feels like a hot mess – you don't have enough customers, not enough enquiries and you're not doing the work you dreamed you'd be doing, you wonder what you're missing.

I spent years in that spin cycle, stuck in the spiral of waking up each day hoping today is the day when I finally crack the code, the day when everything has miraculously sorted itself out.

It finally all came crashing down in November 2017, when I hit burnout and realised something had to change. I was saying yes to everything that came my way. I wasn't charging enough and I was stuck in the thought process that getting exposure = getting customers.

Albert Einstein once said: "The definition of insanity is doing the same thing over and over again, but expecting a different result."

That quote has served me so well in my business. It's what lead me to figure out that the right marketing strategy for florists isn't about getting exposure. It's not about being popular, getting famous or trying to get more followers (as much as this is what this industry wants us all to believe those things matter).

There is a Right and a Wrong Marketing Strategy for Florists

It's easy to think that getting customers is directly related to getting exposure. Like more followers = more customers or having a shop front = more orders. The exposure game is how marketing works in a lot of industries. But it's not how marketing works in the floral design industry.

Yes, it works for Toyota and Chanal and Cadbury. And yes, worrying about engagement and followers and likes matters for businesses whose followers = customers.

But there is one major difference between selling flowers + selling anything else: you only do flowers in a very specific footprint.

You cannot ship your designs around the world. You're not going to do a wedding on the other side of the country and you're not going to deliver Mother's Day flowers in another state.

This geographical constraint is what makes the marketing strategy for florists unlike marketing in any other industry.

If you're focused on daily flower deliveries, most of your customers don't actually live in your local area...but they want flowers delivered in your local area.

Yes, your clients for weddings and events might be in your local area but they don't plan a wedding or event because they followed you on Instagram. They book their event date and venue first. And then go looking for a floral who can design for their event on the day and time of their event.

Once you understand that we need to approach marketing differently (what works in other industries doesn't apply to us) you'll start to see where you're wasting your time, energy and money.

The Real Secret to Getting Customers

I'm proud to say I am probably one of the most unfamous florists on the interwebs. But I've also made millions of dollars in my flower business.

How did I figure out how to make it work? I shifted my focus and started focusing on where my customers were actively looking for a floral designer. I put myself in my customer's shoes and asked myself what mattered to them.

Marketing strategy for florists isn't about getting exposure or getting more followers. You don't have to invest in a single styled shoot if you don't want to.

The right marketing strategy for florists is all about being in the right place, at the right time, with the right message. Be where your customers are actively looking for designers and make it easy for them to buy from you.

No more posting to Instagram without a clear plan. No more worrying about engagement or stressing over the algorithm. You don't need to do Reels and you don't need to start doin' TikTok (unless those things are fun and creatively fulfilling for you).

No need to play the popularity game and if you don't wanna worry about getting published...then don't worry about getting published.

Getting more customers in your flower business isn't about getting exposure. It's about putting yourself in your customer's shoes, getting really specific about where they are actively looking for a florist and showing up in the most helpful way possible.

Essentially you gotta ignore how every other designer is showing up and learn to play a different game. But this is a game you can win – it's a game that has nothing to do with being popular or being the best designer.

You don't need more qualifications or more credentials. You just need to put yourself in your customer's shoes and make it easy for them to buy from you.

It's so fun!

Are flower shops a dying business?

Are flower shops a dying business?

Almost every florist I’ve met once had a dream of running a beautiful flower shop.

It’s so easy to fall in love with the dream of a flower shop. To look at those perfectly posed photos on Pinterest and see the beauty of the abundance on display when flowers are so wonderfully presented at the front of a flower shop.

I also remember having hundreds of customers just swoon at the smell of flowers. They would always tell us they could smell the flowers before they could see them.

It really is magical. It’s a gift to all the humans in your area.

But it’s also really expensive.

Like really really expensive. Once you account for rent, electricity, internet, phone, the shop fit-out AND having to keep the shop staffed and well-stocked during normal business hours, it becomes a “thing”.

Running a flower shop isn’t a decision to be taken lightly. 

It’s not for everyone. And, in my experience, it’s no longer a “must” in terms of running a successful and profitable flower business.  

Do I Need A Flower Shop?

I realise now, the decision to have a shopfront is much more of an operational decision, rather than a marketing decision. 

I see so many florists make the commitment of opening a shopfront in hopes it will increase sales and drive revenue.

In addition to that, so many florists assume having a shop front will make them feel more legitimate. (That was totally me!)

2020 changed the game for florists. With so many customers not able to come into a physical shop space, the need to get your business online has become the only way to thrive as a florist.

No longer is having a shopfront required if you want to run a successful florist business.

In my experience, the vast majority (like 99% of our customers), never bought flowers on impulse. Of course, it happens now and then, but it’s so unpredictable and makes it a real challenge to maintain a sustainable revenue stream.

In reality, even if you have a shop front, having a strong online presence is mandatory. This is why I think having a shop front is as much an operational decision as it is a marketing decision.

Being able to have a place for efficient production and storage of your product is the most important thing to consider. And whether or not you want to offer a place for customer pick-up becomes the next decision. Socially distanced, of course.

Are Flower Shops A Dying Business?

Let’s cut to the chase: are flower shops a dying business? Hmmm…not necessarily. 

In the end, it’s totally worth doing the math. Look at the cost of running the shop front and the financial commitment of committing to a 3, 5, or even 10-year lease and see if you can make it work.

Having a strong digital marketing game is where the sales growth is going to come from. 

Right now, that is being eaten up by many of the relay networks and wire services. Yes, it’s the local florist who eventually receives the order, but with many relay services, they’re taking 25-30% of the revenue. Over time, and with the volume required to maintain our shop spaces, that percentage quickly erodes your profitability.

That’s precisely why we made the decision to create our own website. Yes, it was an undertaking. Yes, it took time, but that investment continues to pay off week after week after week.

During 2020 that same website still continues to generate a lot of revenue for the business. It’s the gift that keeps on giving and is way more reliable (and profitable) than having to worry about having a fully stocked and fully staffed shop front.  

2020 broke all kinds of sales records for so many florists – with people not able to be together and the continued uncertainty through 2021, being online is where your incredible sales revenue is going to come from. So, having a strong digital presence is mandatory for running a successful and sustainable flower business.

Let's Do A Little Bit Of Math, Shall We?

Grab your calculator and let’s do a little number crunching. Here’s what you’re going to want to look at, to decide if a flower shop is right for your business. Do some Googling and find a few bits of info:

  • Rent (in a location with great parking, and the right amount of space)
  • Insurance
  • Electricity, water, internet, phone
  • Shop fit-out (painting, counters, storage, flooring, lighting, cool room, signage)
  • Staffing (assume you need to pay at least one person to be on-site during opening hours)

Then, look at the numbers over a 12 month period. As well as 3 to 5 years. The length of the rental agreement or lease you sign varies but it’s always worth looking at the costs over the long term. It gives you a great deal of perspective.

Now, if you want to get a sense of the revenue required to cover that operation, take your 12 month total and multiply it by five. For example, if your operational costs listed above for a full year are about $100,000, then your mission is to generate at least  $500,000 in sales.

No, it’s not an exact approach but it helps paint a picture of the scale of the operation you need to create. You might want to talk to your accountant for further clarity. 

In the end, creating a successful flower business focused on daily flower deliveries is all about having the volume to sustain your business. In today’s world, that volume is going to come from being online and playing the right digital marketing game.

Need Help Getting Your Flower Business Online?

You’re not alone. 

It can be super confusing and overwhelming to understand the world of digital marketing.

And we’re here to make it easy. To show you exactly what you need to focus on when it comes to making more money in your flower business. We want to give you the exact tools you need to set up a successful online shop.

And it’s all waiting for you inside my Flower Boss Bootcamp.

My Flower Boss Bootcamp is the only program available to floral designers, flower lovers and farmer florists focused entirely on the business of flowers. The program is run entirely online, so you can join in no matter where in the world you’re located. It’s the perfect plan to help you transition your business online and make more money. 

Inside my Flower Boss Bootcamp, you get access to all my tools, templates and resources so you can build a flower business you love.

The program includes templates and training for everything you need to get your flower business set up online, including:

  • Making your website your #1 sales tool (we’ve even created a replica website for you to use as inspiration, giving you the exact roadmap to follow)
  • Sorting out your online catalogue (including a step by step guide to covering off all the details)

We even give you the exact approach to outlining your top marketing priorities including 

  1. Playing the Google game and understanding Search Engine Optimisation (SEO)
  2. Step by step tutorial for setting up your Google Adwords campaigns
  3. How to use Instagram to successfully attract more customers

Peoples, we’re here to help you build a better flower business, to show you how to get more customers, make more money and show up with more confidence. It’s time to shortcut your way to success.

I feel so strongly about what we teach inside this program and all the resources we provide that we’ve even set up a money-back guarantee. This means you’ve got nothing to lose and everything to gain!

Click here to learn more about my Flower Boss Bootcamp and I’ll see you on the inside. 

LBB Blog Images - How do I become a successful florist?

How Do I Become A Successful Florist?

It’s so easy to fall in love with flowers, isn’t it?

I vividly remember walking out of my first design class. It was a Tuesday morning in July, 2014 I was head over heels in love. And the thought that people did that for money. Wowzers. Sign me up!

What an amazing opportunity. For me, it felt like absolutely the right thing to do.

Of course, learning about flowers and design is just one roadblock to becoming a successful florist. If you want to run your own business, you’re then confronted with so many other things to learn.

But even hunting the edges of the Internet, there’s not much to go on. There is so little information and guidance when it comes to flowers + business.

And with no information to go on, we then look to those within our industry and try to pick up as many little hints and clues as we can.

Like so many florists around the world, I assumed becoming a successful florist was about having a big Instagram following, getting published in the fancy magazines and having a beautiful shop front.

Turns out, it’s not any of those things.

But of course, with this industry’s obsession with beauty and design and the social media veneer we love to obsess over, it’s easy to fall into the trap of thinking those things matter.

I’m here to tell you they don’t.

It’s not about Instagram followers. It’s not about getting famous. And it definitely doesn’t need to be about having a shop front (and that’s coming from someone who had a fancy shop front!)

How Do I Become A Successful Florist?

I work with floral designers from around the world. No matter what the level of experience, qualifications, or design aesthetic, so many floral designers run into the same challenges.

I hear from so many florists asking the same questions: Kathleen, how do I get more confident with my pricing? How do I get more customers?

Kathleen, how do I become a successful florist?

Inside my Flower Boss Bootcamp, I teach a very simple model of success.

Yep – it is so S-I-M-P-L-E (literally)!

S – State your Vision

I – Identify the Gaps

M – Make a Plan

P – Plan for Success

L – Leave the Rest

E – Evaluate the Outcomes + Adjust

You Don't Need To Struggle Alone

Being a floral designer is amazing. Being a business owner is hard. With so little guidance and support to go on when it comes to making money as a floral designer, I see so many florists from around the world making so many of the same mistakes.

At the end of the day, the fastest way to create a successful floral design business is to learn from someone who has come before you. To understand the power of smart marketing and to learn how to manage your mindset.

That’s precisely why I created my Flower Boss Bootcamp. To teach floral designers how to conquer the business of flowers.

I love to keep things simple and inside my Flower Boss Bootcamp, I’ve set it all out for you step by step. Because I want floral designers to learn from my struggles. To stay away from the mistakes I made in my business.

You don’t need to be the best designer on the planet. And you definitely don’t need to be the most famous.

You do need to understand a few fundamental marketing principles. And you need to build the resilience to keep showing up day after day.

Need Help Growing Your Flower Business?

I know building a business can feel super overwhelming. I’ve been there. I’m here to help.

I created this one-of-a-kind program specifically to help floral designers, just like you, master the business of flowers.

Even better, I recently sat down with three of my program graduates for a podcast party, to have them tell their stories and to celebrate their successes.

These ladies are so inspiring to me because they have transformed into such confident, powerful business owners and are creating incredible results because they invested in the program.

Listen in on this week’s episode (here or on the player below) and hear directly from them what it’s like to work with me.

May 2021 Flower Boss Bootcamp Registration Now Open

If you want to experience your own transformation and learn to show up with confidence, grab a spot and let’s get into the good stuff.

When you sign up for the program, you’ll be able to:

  • Get clarity on where to focus your time and energy and have a roadmap for success
  • Feel supported and surrounded by like-minded flower bosses – all on a mission to make money
  • Work directly with me and jump right into action to take your business to the next level

You can sign up for it by clicking here. I’d love to see you there!

💖

Kathleen

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