THE BUSINESS OF LOCAL FLOWERS: A Short Course
Date: Thursday, March 8, 2018
Time: 12:30 PM - 4:30 PM
Location: The Woodlands | downtown Philadelphia PA
A shorter, drilled-down, boot-camp format of our popular two-day master class for those interested in pairing this class with attending the Philadelphia Flower Show and/or picking up their plugs from Gro 'n Sell, which is just a short drive outside of Philadelphia.
During this intensive afternoon-long class, Jennie will go over in detail all the nuts and bolts of running a financially-successful and personally-sustainable flower business. We’ll tackle the nitty gritty of several specific sales outlets, including flower CSAs, grocery stores, floral design workshops, corporate events, bulk orders to individual customers, restaurant sales, funerals, proms, pop-up shops, and just a little bit about weddings. After reviewing these numerous sales outlets and the pros and cons of each, we'll go into more detail about some business fundamentals:
- effective marketing: “pick your lane” and find “your” customer
- business plan basics and why you should have one
- scaling up or down for better balance and organization
- prioritizing expenses in the early years – what’s worth it, what’s not
- insurance, payroll, and bookkeeping overviews (boring, but necessary)
- pricing tactics and formulas for financial success
- how to manage client expectations for sanity and success
- competition versus collaboration; respecting the industry as a whole
- how to take a winter vacation
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.
If both you and your business partner would both like to attend, there are a limited number of discounted seats available for a second person signing up for the same business. When one person signs up at full price to attend, a second person for the same business can attend for $250. Please purchase a seat below at full price and then email firstname.lastname@example.org to reserve another spot at the discounted price.
This class will be held at The Woodlands, a beautiful historic property steeped in botanical history and the setting for Elizabeth Gilbert's book The Signature of All Things. It also happens to be located in downtown Philadelphia beside the University of Pennsylvania, conveniently located near lots of hotels, restaurants, public transportation, and the Philadelphia Flower Show. Our farm, located about 20-30 minutes away, is pretty dormant and muddy in early March so it's not overly exciting to spend time there. If it snows or rains heavily, getting up the farm lane can be treacherous. For students who attend this class who really want to see the Love 'n Fresh farm as well, we can arrange a short tour in the morning before class, weather-dependent. Just email us after registering and we'll put you on the tour list. You'll need car to access our farm as there is no public transportation nearby.
Light refreshments will be provided throughout class to keep our blood sugar up and our brains sharp to absorb the wealth of information!
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.