MASTER CLASS: BEHIND THE BLOOM, MANAGING A FLORAL BUSINESS
BEHIND THE BLOOM: Strategies for Running an Efficient and Profitable Flower Business
Date: July 20, 2019
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 full-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 run that business efficiently. Checklists, actionable items, and templates will be provided so you can go home and whip your business into shape!
During this class, we’ll talk in great detail about:
– effective marketing through telling your story and finding your niche
– website design, SEO strategies, and where to put your efforts on social media for actual sales
– communication tools that make your inbox workflow much smoother
– hiring and training, including key roles to fill if you’ve never hired help before
– self-care and valuing your quality of life
– realistic management of client expectations
– 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 for greater sales
– competition versus collaboration; respecting the industry as a whole
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, funerals 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 Farmer Florist 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.
This is an intensive, full-day class beginning at 8 AM and finishing instruction around 6 PM. Come to class fully-charged to get the most out of it!!
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.
A gourmet seasonal lunch and lots of snacks are provided.
Accommodations are not included in the registration fee. Shuttle service will be provided from the nearby Hampton Inn to the farm each day. 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 by students.
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 intimate, highly-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.