BUILDING A FLOWER BUSINESS: From Seed to Sale
Date: April 22 & 23, 2018
Location: Love 'n Fresh Flowers | Philadelphia PA
Dreaming of starting a flower business? Have a season or two under your work belt and really wondering how you’re going to steer this ship into profitability? Been in business a decade and struggling with how to evolve and avoid chronic burn-out? No matter where you are in your business journey, this intensive two-day experience, surrounded by fellow flower entrepreneurs, will be the push you need to crest the next hill.
We’ll tackle tough business questions -- including how to build a business that supports you instead of draining you dry and how to stay afloat in a saturated marketplace -- as we also outline how to build a business based on a commitment to local, seasonal blooms and sustainable practices.
Ellen Frost, from Local Color Flowers will join Jennie once again to discuss their respective business models in depth. Ellen is not a farmer, but rather has built her thriving, exclusively-local, floral business on successful, productive relationships with many flower farmers within a 150 mile radius from Baltimore, MD. She's a gem and the perfect person to answer all yyour questions if you are a florist building a business more centered on locally-grown materials.
During this class, we'll talk in detail about:
- effective marketing: “pick your lane” and find “your” customer
- business plan basics and beyond
- inventorying your existing business to create a master plan for long-term business equity
- scaling up or down for better balance and organization
- prioritizing expenses – what’s worth it, what’s not
- hiring and training, including key roles to fill if you’ve never hired help before
- insurance, payroll, and accounting overviews (boring, but necessary)
- self-care and valuing your quality of life
- realistic management of client expectations
- strategies for year-round sales if your business has typically been more "seasonal"
- social media best practices, including maximizing an Instagram business profile
- how to host successful and profitable floral workshops
- pricing tactics and general formulas
- all the ways to sell flowers to diversify and transition your revenue streams
- how to approach a new customer (i.e., florist, grocery store, etc)
- relationship building between farmers and florists for greater sales
- competition versus collaboration; respecting the industry as a whole
- and much more!
We’ll tackle the nitty gritty of several specific sales outlets, including flower CSAs, grocery stores, floral design workshops, bulk orders to individual customers, restaurant sales, and some of the basics of attracting wedding clients.
Please note this class is not focused on weddings. Students wishing to learn lots about wedding/event design should sign up for the Weddings Master Class in May.
Each student will get a printed workbook covering the class topics, including a business plan outline and a basic formula for pricing to ensure your flower business is profitable. And each student will get to chat with either Jennie or Ellen one-on-one to develop specific action plans for their particular business model, be it farmer-florist or floral designer.
At the end of the day, Jennie will demonstrate crafting a bespoke hand-tied bouquet with flowers from her farm. Students can then design their own while they wait for their turn to have a one-on-one with Ellen or Jennie.
This class is very intimate. Jennie and Ellen will lead the entire class with the help of just one assistant so you'll have lots of individual time with them to ask all your important questions.
Consider coming a day early and take our Floral Jewelry class to learn how to make signature flower necklaces, cuffs, and hair accessories. Registration for that class opens to the public in early March. However, if you are signing up for the Business Master Class, you can register for the Jewelry class in advance by emailing us at firstname.lastname@example.org.
To read about and see pictures of past workshop experiences at Love 'n Fresh Flowers, please visit our Business in Bloom blog series.
The Fine Print
The above details are subject to change a bit, depending on weather and timing.
This class is held at the Love ‘n Fresh Flowers farm in Philadelphia. The Philadelphia (PHL) airport is just 30 minutes away and easily accessible by public transit.
Class size is limited to 12; five students must be signed up for the class to run.
The class involves at least 12 hours of instruction/activity and includes a printed workbook.
A gourmet seasonal lunch and snacks are provided each day.
All necessary tools, containers, flowers, etc needed for participating in the class are included in the registration fee.
Accommodations are not included in the registration fee. However, a block of rooms will be held at a nearby hotel for students wishing to stay at a central location. Students are welcome to stay anywhere though. A list of recommended hotels and B&Bs is available upon request.
Attend 2 or more From Seed to Centerpiece master classes and receive at 10% discount.
To take advantage of this discount, you must put two or more classes in your shopping cart before checking out. Then use the discount code RANUNCULUS to receive the 10% off. If you have trouble, please email email@example.com.
No refunds or substitutions are available for cancellations at any time.
FROM SEED TO CENTERPIECE:
A Master Class Series
A tailored curriculum for floral designers and farmer florists. Equal parts horticulture intensive, business review, and artistic inspiration, these topic-specific, concentrated courses enable students to connect more deeply with nature and tap into their customers' desires to support a unique and authentic creative business.
Why Take a Class with Jennie?
Owner and Creative Director at Love 'n Fresh Flowers, Jennie Love is a trained professional horticulturist and an experienced, life-long farmer. Jennie has led numerous workshops over the years, including regularly sold-out Master Classes at her farm and classes for Longwood Gardens' Floral Design Certificate program. A charismatic and passionate flower farmer, Jennie found her natural niche in 2009 as a "farmer florist" for wedding and event design, becoming a recognized leader of the local flower movement. She has been featured in the New York Times for her farm-to-centerpiece efforts. She was named one of the top wedding florists in the nation by Martha Stewart Weddings (Spring 2015 issue) and her work had a special four page spread in the Summer 2016 issue. Her distinctively lush and textural floral designs have enlivened hundreds of weddings as well as numerous photo shoots, magazines, style blogs, and books. Jennie is currently the Vice President of the national Association of Specialty Cut Flower Growers and writes for the Cut Flower Quarterly and Growing for Market.