florist business plan 2022

Florist Business Plan for 2022

Business planning sounds boring, doesn't it? I totally get it. The idea of creating a florist business plan for 2022 makes you want to run screaming the other direction. Like one of those, can-I-please-poke-my-eyes-out-with-a-hot-skewer-instead sort of activities.

And if you Google "Florist Business Plan for 2022", it gets worse. All you're presented with is these epically long documents and heaps of questions to fill in.

That's precisely why I wanted to put together this blog post, to show you how simple business planning for your flower business can be.

Business Planning for Florists Doesn't Need to Be Hard

99% of the reason we resist planning is that it feels totally overwhelming and a lot of work for not a lot of impact. It's so much easier to just keep going with what you've been doing and hope the rest sorts itself out, right?

We tell ourselves to just keep doing stuff, filling our time, posting to Instagram with no plan, making random updates to our websites and just basically checking all the things off the list...but not seeing the results you really want to create in your flower business.

"If you don't know where you're going, any path will get you there."
– Lewis Carroll, Alice in Wonderland

The single most powerful reason a business plan helps you grow your flower business is it encourages you to shift your perspective.

It's like a North Star for your flower business. It gives you focus and makes it easier for you to make more informed decisions about the way forward.

We're bombarded with messages on social media, encouraging us to be grateful for what we have. But when you hear the call to start your own business, it requires you to channel your ambition and dive, pushing yourself out of your comfort zone every day.

The shift here is to be grateful for what you have AND still feel the drive to want more. It's not an either-or sorta situation. It's an opportunity for 'yes and'.

Once you begin to articulate a handful of numbers and set a clear revenue goal, you'll see how big you need to start thinking – and you'll start to understand just how much your drive and ambition are going to serve you in growing your flowe business.

 

4 Simple Steps – Florist Business Plan for 2022

Yes, you can spend hours and days and months crafting the perfect business plan. But then you'll never get to work, taking action, evaluating your results and making progress.

Crafting the right business plan for your flower business is about finding a balance (your business, your rules, yeah?). No matter how you decide to approach planning for 2022, here are four fundamental topics to address:

  1. Your Annual Revenue Target
  2. Your Monthly (or Weekly) Target
  3. Obstacles to Making it Work
  4. Strategies to Make it Happen

Your Annual Revenue Target

In most cases, the reason florists fail to keep their doors open and call it quits is that their goals are either (1) non-existent or (2) too small.

This one little bit of math helps shift your thinking and realises you need to set your sights higher.

Let's do some super simple math. When it comes to setting a revenue target for your flower business, the very basic formula I like to follow is: Annual Revenue Target = personal income goal x 5 

Now, I am not a financial advisor or accountant but I find this simple formula helps provide clarity. If you want to bring home £40,000 a year, your business' revenue target is £200,000. If you want to earn $100,000 per year, your business's revenue target is $500,000. Yeah?

Monthly (or Weekly) Target

I find it really helpful to take the annual target and beak it down into a number I can wrap my head around. It's hard to imagine $500,000 but it's much easier to envision 8 orders a day, right?

Your monthly (or weekly) target is going to depend on what niche you're focused on. But here are two examples to help show you how to break it down:

Daily Flower Deliveries:
Target Average Order Value = $120, including delivery
Annual Sales Target $250,000
$250,000 / $120 = 2084 orders per year
2084 orders per year / 12 months = 174 orders per month
2084 orders per year / 52 weeks = 40 orders per week

Weddings:
Average Order Value = $5,000
Annual Sales Target $250,000
$250,000 / $5,000 = 50 weddings per year

Obstacles to Making it Work

This is where my approach to creating a florist business plan for 2022 diverts from others. I'm here to keep it super-duper simple so you can get clear on the road forward and start taking massive action.

As soon as you start playing around with the numbers, you're going to hear that little voice in your head come up with 1235 reasons why it's not possible, why you won't be able to make your revenue goal happen. That's normal. In fact, it's to be expected. (If you don't hear that voice, are you even human?)

The next step in crafting your business plan is to think about the obstacles to you creating this volume of sales in your flower business. Yes, there is going to be shiz you gotta overcome to make it work.

Where we get in our own way is that we are convinced nothing should go wrong, nothing should get in our way to make it happen and it should all be smooth sailing.

And then you hit your first hurdle and you use that as a reason to stop.

Don't do that.

When you take the time, in advance, to identify the obstacles to creating your revenue goal, you're not as shocked when you hit the obstacle. In fact, you know you're doing it right when XYZ obstacle pops up.

That's the value of this one exercise – it gives you the markers to move forward. It literally shows you where to focus your time and energy.

Strategies to Make it Happen

This is the definition of planning ahead. With each obstacle you've identified from above, think about what steps you can take to overcome that obstacle.

  • Not good with tech? Who can you enlist the help of to make it work?
  • Want to make time to take care of the family? How can you plan ahead and ensure you make time to also focus on growing your business?
  • Not good with numbers? Is there a piece of software, an app or another human who can make it easier on you?
  • Not comfortable with a certain mechanic or design style (and you really want to learn to make it), who can you learn from? How can you prioritise personal growth and intentional practice and still make progress in your business?

Remember, no one was born knowing all the things. Building a successful flower business requires you to learn a lot of things. Not just flower care, mechanics and colour theory. But also, SEO, marketing strategies, sales tactics, customer service, team leadership and more.

This approach saves you so much of the additional frustration, distractedness and overwhelm we experience when we're expecting our path to building a business should be easy.

Taking time to map out a plan, identify the obstacles and strategies to make it work gives you room to evaluate your options and sort through different ways forward.

Planning for 2022

When it comes to planning for my flower business, I like to do it in two shorter sessions. In hour one, I'll set an annual sales target and then a 90-day sales target and I map out the obstacles, the hurdles that I know will get in the way of making it happen. I then take a second session to map out my strategies forward.

Y'all thought your creativity was limited to your flowering. Good news – that's just the tip of the iceberg baby!

Just like design, planning is a process. And, as with everything I teach, I'm here to deal it to you straight and cut out the fluff. This approach works well for me so feel free to use it, and make it your own.

 

Want more FREE goodness?

Check out this recent blog post: How to Increase Sales – 3 Steps to Success (click here) 

[Copy] Pinterest Graphics LBB Sep 2021 (1)

Florist Pricing Worksheet

I’m embarrassed to admit this, but I struggled with pricing for years. I am a formally trained floral designer. I was taught the industry-standard approach to pricing floral arrangements on day 1. But I still second-guessed my approach.

I could not wrap my head around charging those kinds of prices. I was a new designer. I lived in a small country town. I didn’t have the same years of experience as my competition.

Today, I know I’m not alone in my struggle. 

If you’re anything like me, if you struggle with pricing floral arrangements, you’re in the right place. If you hear yourself say things like “Pricing is hard” and “I really struggle with pricing”, I want to let you in on a little secret.

Pricing is simple. It’s our inner critic that makes pricing feel hard.

One of the greatest gifts we’ve been handed as floral designers is that thousands of florists have come before us, they’ve put the industry-standard approach to pricing to the test.

The good news? It works.

The industry-standard approach to pricing works in all cases; if you’re a new designer or a veteran designer; it works if you have a cute little shop front or you work from your kitchen counter.

The industry-standard approach to pricing works if you have formal training and qualifications or if you are totally self-taught.

The industry-standard approach to pricing is an absolute gift. It’s what makes pricing so simple.

Where so many of us stumble is in feeling as though we command those kinds of prices.

You might be like so many florists, making the mistake of thinking, “I can’t charge that much”.

When we hear that voice in our head spit out these words, we’re then filled with doubt. We hesitate. We don’t show up with confidence in our sales conversations and we immediately start to undercut and discount our prices.

That was 100% me. Any time I’d sit down and do the math. I’d hear that voice say, “Kathleen, you cannot charge that much” and then I’d immediately lower the price. I was so scared to mention the right price to the customer. So I didn’t.

THE REAL CHALLENGE

How often have you heard someone utter these magic words: “Charge your worth”? That concept is exactly what got me into trouble pricing flower arrangements.

For me, the concept of “charge your worth” is a recipe for disaster.

I’ve struggled with low self-esteem for years. For me, the concept of “charge your worth” would literally translate into $0. It encouraged me to ignore the industry-standard approach to pricing flower arrangements and attach my self-worth to the value of the flowers.

Worst. Idea. Ever. 

Please learn from my experience. 

Don’t charge your worth. Charge the right price. 

It’s time to reframe your perspective and detach your worthiness from the industry-standard pricing model. 

You are 100% worthy just as you are. And there is nothing you can do to change that.

You don’t need more experience. You don’t need more followers. You don’t need a shop front to be able to command premium prices.

You just need to stop attaching your self-worth to the pricing model.

INDUSTRY-STANDARD PRICING MODELS

There are two different models to follow, depending on the type of work you’re doing.

  • Everyday Flowers = wholesale x 3 + 20%
  • Weddings + Events = wholesale x 3.5-4 + 30-50% 

Even for me, I sometimes find these particular formulas too complicated (I’m all for keeping our math as simple as possible). Here are my super simple formulas:

  • Everyday Flowers = wholesale x 4
  • Weddings + Events = wholesale x 5 (or 6) 

Delivery, set-up and pack down are then calculated over and above the design prices.

FLORIST PRICING WORKSHEET

The most important thing to know is that wherever you are on your flower business journey, the industry-standard approach to pricing DOES apply to you.

To make it easier to get your pricing sorted, I’ve created a florist pricing worksheet. There are two pages to this florist pricing worksheet:

PAGE 1 – Everyday Flowers

PAGE 2 – Weddings + Events 

Click here to download my florist pricing worksheet.

A FEW ADDITIONAL TIPS – FLORIST PRICING WORKSHEET
  1. Yes, I mark up hard goods/sundries the same. No need to overcomplicate this whole thing, peoples.
  2. Delivery, set-up + pack down are charged over and above your design prices. Yes, in many cases those charges add up to more than the design prices.  

GET EVEN MORE FREE STUFF #FORFLORISTS

It’s time to learn the secrets of successful florists – sign up for my Ultimate Guide to Building a Thriving Flower Business. CLICK HERE to get immediate access.

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