How to Separate Yourself From the Competition Quickly

Struggling to figure out how to separate yourself from the competition? This article gives you my super simple approach to shortcutting the process and getting results!

(And yes, it's super easy!)

When I look back now, it seems so obvious. But when I was in the thick of my struggle, filled with so much doubt and uncertainty, the very idea of making this shift, being the florist who openly talked about the ins and outs of our craft felt scary AF.

Way back in the day (just after the dinosaurs roamed this beautiful planet), nobody was showing up on Instagram openly talking about all the shiz that goes on behind the scenes.

But I was so sick of battling price shoppers, wondering how to compete with grocery stores and struggling to compete.

In our town of 40,000 people, we had dozens of florists all fighting for their little patch of land as well as the hundreds of florists who wanted to come down from Sydney to do weddings + events in our beautiful little corner of the globe.

Needless to say, this particular footprint is the definition of competitive.

And, as a newbie-you're-not-from-these-parts immigrant, I just felt like everyone was looking for reasons for us to fail.

But, to cut a long story short, when I decided to blaze my own trail and begin to share the behind-the-scenes and pro-actively educate our customers on the ins and outs of flowering, the game changed. It's how we grew our business so quickly and cracked the code on how to separate yourself from the competition.

We started getting enquiries with budgets that aligned to wish lists.

We started to have customers call us and say 'Hey, I just love your vibe. Can you do a flower delivery for me?'

And yes, nobody cared that I was new or had just finished my formal qualifications. Nobody asked me how many years I'd been in business and nobody gave a rats ass if I had ever been published in a magazine or featured on a blog.

What they saw was a helpful team of people, making it easy for them to find answers and ready to shower them with phenomenal customer service.

Flipping the Script is How To Separate Yourself From the Competition

I don't need to tell you just how secretive our industry is.

Now, just imagine being in your customer's shoes. It's nearly impossible to get a simple answer to the most obvious of questions, right?

The reason sharing your expertise ahead of time works so well is because it builds trust. And trust is a must in order to get the customer to the point of paying you money.

The real magic of understanding this strategy lies in knowing how customers make decisions.

The most important piece to know: humans do not make decisions instantly. Particularly in the overwhelming, confusing and "I don't know" land of flowering.

Quite specifically, your customers need to move through three steps before they even get to the point of paying you money.

  1. They need to find out about you.
  2. They need to like you.
  3. They need to trust you.
  4. ...Then they'll pay you money.

What's even better is that most of your customers are on the hunt for flower information at all hours of the day – so no, making them wait until your business hours just slows down the process and increases the chance you lose the sale.

Are you totally overwhelmed by the world of online marketing? Join me inside Flower Boss Academy and get access to all the templates, tools + live coaching you need to fast track your results and show up with confidence online. Click here to learn more.

So, while every other florist on the planet is keeping all the info, expertise and know-how, I encourage you to do the exact opposite.

Quite literally.

Give it all away.

Talk about your design process on your website. Share your best tips + tricks on Instagram.

(Here's a helpful YouTube video talking through the right Instagram strategy to follow.)

Be proactive when it comes to educating your clients on budgets and how much they should be spending to create a specific impact.

If you wanna dig into this even further and get my best tips for learning how to separate yourself from the competition, jump into this week's podcast episode – Why Cutting Through the Secrecy Makes You Money So Fast

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

Why you don't need to worry about the competition coming in and "stealing your ideas"

What to talk about and how to make it easy to attract better customers

My favourite shortcuts to cut through the confusion and overwhelm of not knowing what to post on social media

How to streamline your approach to marketing, sales + social media and make it even easier to attract higher-value clients

Listen to the full episode here

 

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#1 Mindset Tip For Florists Who Struggle With Confidence

Looking for mindset tips for florists? You're in the right place, my friend!!!

But, before I pass along my #1 mindset tip for florists who struggle with confidence (and wanna stop feeling like a total imposter), there's one little itty bitty bit of insight I want to provide so we're all on the same page.

Why Being a Business Owner Feels So Awkward...

Here's the thing nobody tells you when you make the decision to start a flower business:

You're in charge.

On the surface of it, this doesn't seem like such a big deal but it is everything. Like yeah, E–V–E–R–Y–T–H–I–N–G.

It's this one thing that makes us feel like a fish outta water.

Every one of us has spent years, decades, being told by other people what to do. We grow up with our parents telling us the rules. Then we go to school and have teachers and advisors telling us how things need to be done.

Then we go to university or get a job...and there are more people telling us what to do.

Then, somehow we get this crazy idea to start a flower business and get our paperwork sorted and...NOBODY TELLS US EVERYTHING IS DIFFERENT.

But everything is different.

When you're the head honcho, the Flower Boss, the CEO, you are the one calling the shots, making decisions and need to take charge.

And that sh*t is awkward.

Being in charge, calling the shots, is not our normal way of being.

But that's OK. It's not a problem.

The secret to making it work is focusing on mindset tips for florists. (Also, if you're anything like me and you like a little positive voice in your head, cheering you on, be sure to check out my weekly Podcast #ForFlorists – it's a great resource to feel supported and know you're not alone.)

I Wish I Had Known...

The truth is, starting a business is actually super simple. You fill in some paperwork and check some boxes. Maybe you pay for some sort of formal registration. But really, it's all super standard stuff. It happens every day. Ain't no thang.

But nobody tells us the identity shift that is required. There is no popup box or 'please check here' to confirm that you understand that you are now the one calling the shots.

Nope.

And because nobody talks about this stuff, we all walk around feeling like total imposters and complete frauds (waiting for the flower police to show up and tell us we're doing it wrong.)

If that sound familiar, I'm here to tell you it's totally normal.

You are not broken. You are a human being with a human brain and that human brain of yours is working just as it's programmed to work.

That fear, doubt and uncertainty, it's to be expected.

Particularly when you make the decision to start a business.

Personally, I just wish someone had told me that the day you decide to start a business is the day that you're signing up to be a CEO – a Flower Boss – and that requires you to learn a whole new set of skills (way more than just what's in season and how to get good at design).

Mindset Tips for Florists

Here's the one thing I've learned in +10 years of running my own business: it's OK that being a CEO + Flower Boss feels awkward.

Feeling awkward is OK.

Feeling awkward is not a problem.

Seriously. It's not.

If you dig beneath the surface and do an itty bitty little bit of research on your favourite leaders, creative entrepreneurs and CEOS, you'll quickly learn that none of those people came out of the womb knowing how to do all the things.

Literally, they knew so little about what was "right" and what was "wrong". They just decided to show up, kept putting in the time and energy and figured it out one step at a time.

At the end of the day, they are no different to you and me.

They are human beings with a human brain. They also have moments of doubt, fear and uncertainty. That's a normal part of the human experience.

And yeah, when you show up to work today, you will have moments of "WTF am I doing here?"

If you struggle with confidence, you're not alone. That's precisely why I created Flower Boss Academy. Join today and get access to a supportive community of flower fairies, jump into live classes and get access to private 1:1 coaching every single week. Click here to learn more.

No doubt, those moments happen when you need to step up and be the CEO. And then you'll have moments of 'Hey this is kinda fun.' That's more likely to happen when you're designing, doing the flowering thing and being an employee in your own business.

This distinction is really really helpful – knowing there are times when you'll need to be a CEO and time when you get to be an employee. And learning how to jump between the two is one of my favourite shortcuts for making progress. In fact, you can use these two personas as a great hack for creating more confidence.

The truth is, this has been one of the most powerful mindset concepts I've ever adopted – and I use it in so many different areas of my business. It started with pricing, but since then, I've adopted the Employee v. CEO Mindset shortcut in almost every other area of my business.

If you wanna dig into this even further and get more mindset tips for florists, jump into this week's podcast episode – CEO v. Employee Mindset 2.0

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

Why you need to think about being a good CEO and a great employee in your own business

The real reason we stay stuck in overwhelm and confusion as business owners

My #1 tip for conquering pricing, not overbuying at the market and staying consistent on Social Media

My easy shortcuts for knowing when to step into the Employee role versus when to be the CEO

Listen to the full episode here

 

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Wedding Florist Enquiry Process – Our Exact Approach

Looking for an insider's guide to the wedding florist enquiry process? Here's our exact approach.

If you're a wedding florist, your enquiry process is one of the most valuable assets in your business.

Quite literally, that process is worth money.

As per my usual approach, I'm here to bust through the secrecy and give you a run down on our EXACT approach to navigating wedding enquiries. Yep! Yep and more yep!

How I Created Our Wedding Florist Enquiry Process

When I first started as a baby florist, I fell into the trap of thinking that I had to do fancy proposals, custom quotes and face-to-face consults.

I think with my very first wedding enquiry, it took me more than a week to get her a quote. That was after the hour-long consultation. I spent hours on that proposal, trying to make it look at fancy and legit.

Man oh man, I'm so surprised she stuck around but since that experience, I have learned SO much about how to effortlessly navigate wedding enquiries.

The key to figuring it out? I paid attention to what wasn't working.

In 2018, I remember looking back at my calendar and seeing how many hours I had spent on consults. My close rate was disastrous and I was wasting hours every single week meeting with prospective clients...which got me $0.

Talk about a waste of time (for me and the people who didn't book with me).

But that year was also revolutionary in my business.

I could see how much time I was wasting on these enquiries and in-depth consults.

I just knew there had to be a better way.

But, instead of trying to follow the traditions of our industry, I put my blinders on. I decided to create my own way. From scratch.

I literally threw out everything I thought I had to do and got focused on creating a system that was easy for me and super efficient for my clients.

Why? Cause I knew I had to shake things up. I couldn't afford to waste so much energy on non-money-making activities. It was, quite literally, the definition of inefficient.

So, I went through the process of completely overhauling our wedding florist enquiry process. And yeah, I kinda have broken every rule in the book.

Jumping right into the myth-busting bit...I don't use fancy proposals. I don't do custom quotes. I don't do consultations. And I don't use expensive software solutions.

I keep it bare bones.

Why? It allows me to focus on what matters most to my clients – being quick and being helpful. And, I can sort through new enquiries in a matter of minutes, rather than days (or weeks).

Wedding Florist Enquiry Process – Here's Our Exact Approach

Here you go. This is the step-by-step summary of our approach.

Inside Flower Boss Academy I go through this in itty bitty detail and I give you all of my templates + shortcuts. So, if you wanna get my exact approach and shortcut your progress, come join us today.

Let's start at the very very very beginning...well before the client even contacts you.

  1. Share helpful tips in your marketing. Yep. BEFORE the client even enquires, be open with your guidance and share your wisdom. Do this on social media, your website and anywhere where your clients might be on the lookout for a wedding florist.
  2. Be proactive about talking $$$. This is the fastest way to get rid of the budget clients. The first solution I created was a simple blog post that gave a breakdown of key price points (i.e. $2K, $5K, $10K, $20K). I later then discovered a free WordPress plugin that allowed me to create an online calculator. (That was an awesome innovation for us and our clients!)
  3. On your enquiry form, ask them two seemingly unexpected questions (1) what is your budget and (2) what are you looking for in a floral design team. This gets the money piece on the table early and it changes the dynamic of the relationship (less "master > servent" and more "partnership")
  4. After they respond, send them a template email with a few points of personalisation and point them to (a) the budget blog post or online calculator and (b) your top 10 tips for wedding flowers. Also, make it clear what the next step you want them to take if they're happy to continue.
  5. At the bottom of this email, point them to an online form (a Google Doc is good enough). In this form, ask them to give you all the info you'd traditionally get in a consultation (yes, this form will be long!)
  6. Based on what they have supplied in their Q&A, put together a very simple email with two pricing options (a) their wishlist and (b) your recommendation based on their budget. No matter what your client's budget is, their wish list will always cost them more (that's why it's called a wish list!). They will love that you're giving them both solutions. It gives them a helpful point of view and valuable insight to make an informed decision.
  7. After a little back and forth, (no doubt, they'll have questions) wait until they say the magic words "How do I go about booking you in?" That's when you jump into doing up the formal quote, getting the contract together and adding in your notes.
  8. The client pays 25% to secure your team for the date. And shazaam...another beautiful client booked!

My goal in sharing the above process is to give you an idea of what's possible when it comes to navigating new wedding enquiries. But know that it's not the only way to make it happen.

No matter what you end up doing with your wedding florist enquiry process, just know that you get to create a system that works for you. Lean into your strengths and create a system that is easy for you and helps you get to the goal of booking one in four enquiries (without wasting hours and hours of your time or your client's time).

If you wanna dig into this even more and get more juicy tips from me, I'm passing along more helpful insights in this week's podcast episode – Optimise Your Wedding Enquiry Process – 3 Quick Wins

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

My best lessons learned from navigating more than 2,500 enquiries

My best shortcuts for optimising your enquiry process

Three common mistakes many florists make when they're navigating new enquiries

Super simple solutions for dealing with price shoppers and budget brides

Listen to the full episode here

 

Full Episode Transcript

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Online Flower Business Tips – 6 Essential Skills For Flower Biz Success

Looking for simple online flower business tips? You're in the right place.

The other day, a friend of mine asked, "Kathleen, what does it really take to be a successful florist in 2022?"

It's such a great question and it actually made me laugh.

Why?

Cause if you had asked me a few years ago, I would have said, in order to be a successful florist, you need to:

  1. Be a great designer
  2. Have lots of followers
  3. Be the owner of a sexy AF flower shop

...And each one of those things needed to be absolutely perfect or else success was never going to be possible.

Oi.

It took me a few years, but I'm so glad I finally figured out I was so wrong. (So, so wrong my friend!)

If I could rewind the clock and go back and pass along my best online flower business tips, here's what I'd tell me from a few years back.

Skip the obsession with followers and engagement. Set up a shop if it's the right thing operationally. And focus only on learning the mechanics and techniques that help you create the look you want to create.

And then, know this...In order to run a successful flower business in 2022, you only need to learn 6 new skills:

  1. Develop a CEO Mindset
  2. Get Good at Goal Setting
  3. Own Your Outcomes
  4. Think Like Your Customer
  5. Conquer the Customer Journey
  6. Sell Like a Boss

Wanna conquer the business of flowers? Want to get access to all my online flower business tips + shortcuts? Come join me inside Flower Boss Academy. Click here to learn more.

Online Flower Business Tips

The truth is, our industry is changing. The world of marketing is so different to what it was just a few years ago.

The rise of TikTok, the dominance of Facebook + Google, and our customer's appetite for immediate solutions means we gotta change the way we're approaching our business.

No longer is the retail shop the backbone of a successful flower business. No longer is having a lot of followers a road to success.

And no longer is it necessary to have the best portfolio or flashiest styled shoot set-up.

Nope.

When it comes to conquering the business of flowers and learning online flower business tips, the game has officially changed. Welcome to being a floral designer in 2022.

At the end of the day, when it comes to getting customers, scaling your business and increasing your revenue, these are the two things I'd prioritise:

  1. Get good at marketing (and I don't mean start posting to TikTok, I mean understanding strategy)
  2. Learn to manage your mindset (cause you're the only thing in the way of your own success)

Heck, if I'm honest, you don't even need to be the best at those two things.

Ain't no need for perfection here.

When you can learn to shift your focus and get good enough at these two things, the money will follow.

Yep.

Being a successful flower boss can be boiled down to this very simple formula:

Marketing + Mindset = Money

I wish someone had told me that making money isn't complicated. (In fact, it's actually super straightforward.)

The thing that makes making money so messy is the fact that we're human beings. And we have all these BS stories we like to tell ourselves about what is and isn't possible (particularly when it comes to making money as a floral designer).

But that, my friend, is why I'm so excited to share this week's podcast episode with you – Your Super Simple Formula for Conquering the Business of Flowers in 2022.

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

My super simple formula for conquering the business of flowers in 2022

My favourite shortcut for feeling more confident + showing up with more authority in your flower business

The exact steps to follow to make more money as a floral designer

My story...and my best tip for building your business faster (it's so good!)

Listen to the full episode here

 

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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

 

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Floral Order Gatherers and Wire Services – 3 Things Florists Need to Know

First things, first, WTF are floral order gathers and wire services?!?

You've probably heard of common brands like FTD, Teleflora, Petals, or 1800-Roses. There are hundreds of brands popping up, whose sole purpose is to offer floral order gatherers and wire services.

Essentially, their job is to bridge the gap between the customer and the florist. But as a Flower Boss, it's super valuable to dig in, go behind the scenes and really understand what's involved when it comes to floral order gatherers and wire services, as a business owner.

History of Floral Order Gatherers and Wire Services

One of the most common floral order gatherers is Florists Transworld Delivery (FTD), founded in 1910. The company actually started as a partnership between 13 flower shops across the United States, looking to expand their offering and solve a very real problem for customers; that is, to be able to send flowers to a loved one in a different location.

Back in the day, that whole thing was done via telegraph. (WTF even is that?!?!)

And, over the last 100 years, technology has obviously evolved a lot but each of these relay services or wire networks is still solving a very similar problem.

In its most basic form, floral order gatherers and wire services are bridging the gap between the customer and the local florist business, gathering orders (mostly online) and distributing them to florists around the world.

What Florists Need to Know

When we bought the flower shop back in 2015, there was an affiliation already in place with Petals (part of the Teleflora family). The shop's website was run through the Petals platform and, early on in my flowering career, we did a huge amount of orders through the Petals network.

Total transparency: I thought we had to be part of a relay service or wire network. I assumed it was part of the plan and was a must for legitimate florists around the world.

But, as we started to get $$$ deposited into our accounts and we spent more and more time trying to decipher the monthly order value and revenue statements, the more questions we had.

We started to dig deeper because we really wanted to understand what the deal was with floral order gatherers and wire services. What's actually happening here and how much money are we making (or not making) from this opportunity??

Here's the thing I wish someone had told me about floral order gatherers and wire services: every flower business owner gets to decide for themselves if they want to participate in a relay network or partner with an order gatherer.

There really is no 'right' or 'wrong' answer here and it's up to each individual to decide what's best for them.

To help you make an informed decision, here are a few things I've learned through my journey...

What Problems Do Floral Order Gatherers and Relay Services Solve for Florists

In essence, the premise of the relay network is the same as it's always been: connect the customer with a local flower shop. It's the 'how' that's evolved over the past 100+ years.

Back in 1910, when FTD was founded, it was a group of local florists working together to support each other. And to solve a very real problem for its customers. Before the days of the internet, how was a customer supposed to connect with an out of town florist – the idea would be just too overwhelming to consider.

But, Aas technology has evolved, as more and more customers are shopping online, the way floral order gatherers and relay services are showing up is evolving too.

Essentially, at this moment in time, they are filling the role of marketing + sales for the local flower shop.

The relay service is the one investing in Google Ads, setting up a basic website with an online catalogue and being that "front of house" solution that customers are looking for.

The relay service then 'wires' the orders to a local florist and the local florist is required to fulfil the customer order and do the delivery.

In exchange for doing that front end marketing, the relay service will take about 30% of the sale as their commission.

Looking for a step by step solution to getting your Google Ads + Online Calogue sorted? Come join Flower Boss Bootcamp and get access to our step by step trainings, replicate website and everything you need to level up your digital marketing game. Click here to learn more.

Let's Go Deeper: Is Joining a Relay Service Right for Your Flower Business?

With every week that goes by, it feels like there are more and more different relay services and wire networks popping up. And yes, there are lots of horror stories of bad customer experiences and disappointed clients.

With more and more customers ordering flowers online, having a strong online presence is an integral piece of the puzzle. And with the layers of detail required to get Google Ads + a functioning online catalogue sorted, for many local flower shops, being part of a relay network can feel like an easy win for the local floral designer.

But, when it comes to answering the question "Is joining a relay service right for your flower business?" it's worth taking a construction look at the pros and cons of their offering.

And that's precisely what I'm doing in this week's podcast episode. We're diving into all things FTS, Petals, Teleflora and going into the nitty-gritty of floral relay services and wire networks.

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

What are relay services and wire networks and what role do they play for flower shops?

How do you know if a relay service or order gatherer is right for your flower business?

Why might being part of a relay service be good for business (or not)?

3 things every floral designer needs to know before signing on with a relay service.

Listen to the full episode here

Full Episode Transcript

 

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How to sell floral subscriptions in 2022

Wondering how to sell floral subscriptions in 2022? You're in the right place!

Floral subscriptions are definitely rising in popularity. Florists are recognising that having a set, recurring income is awesome. Customers are recognising that having flowers in their workspace or on the kitchen island is awesome.

It's the definition of win-win, right?

And from the outside, selling floral subscriptions feels like it should be simple. It's like "Who wouldn't want to have flowers delivered to their house regularly?"

It's easy learning how to sell floral subscriptions in 2022 should be super basic, right?

After you've gone through all the effort of getting the subscription tech sorted on your website, you step out into the big bad world and tell a few people about it.

Maybe you mention it to a few friends or family members. And then you sit back and wait for the orders to come rolling in...

...But all you hear are crickets. Nada. Nothing.

Maybe you've had a handful of customers pop on from now and then, but it's not the rush of revenue you thought it would be.

You're left feeling frustrated, wondering how everyone else makes it look so easy but you're left wondering what you're missing, wondering "WTF am I missing?"

Maybe you've even Google "How to sell floral subscriptions in 2022?" (Well hello there. Nice to see you too!)

Let's get into it!

I'm here to share a few helpful tips to make it easier for you to sell floral subscriptions this year!

Back to Basics: What is a Floral Subscription?

(I know it might seem obvious, but just in case the whole concept is new to you.)

Just like the name states, a floral subscription is a regular, recurring flower delivery you make to a customer. It might be a corporate client who received flowers for a reception table every week. Or it might be for a family of four to put on their kitchen table every week.

Typically, the frequency of the delivery is weekly, fortnightly or once per month. But there are no real set rules around timing.

Some florists require their clients to sign a contract, locking them into a specific window of time. Others allow their clients to navigate subscriptions on a self-serve basis, meaning they can go into their account and pause their order, update their details and change their information. (It's kinda like if you signed up for a CSA or weekly veggie delivery. The customer sets up their account info and then has total control over the details and delivery.)

What's the Most Common Mistake Florists Make in Offering Subscriptions?

One of the most common mistakes I see florists making when it comes to how to sell floral subscriptions in 2022, is offering up too many choices and too many options for their customers.

Most of us would assume that giving our customers choices, leaving the possibilities open, will lead to increased revenue.

But it doesn't.

Instead, it leads your customers to overwhelm and decision fatigue. And that always leads to no sale.

I know it sounds counter-intuitive but in actual fact, one of the most helpful things you can do for your customers is narrow down the choices. Yes. Scarcity leads to easier decision making, leads to more sales, leads to increased revenue.

So, if you're wondering where to start in terms of how to sell floral subscriptions in 2022, start with a very simple offering of two choices, each in just three sizes. One in a neutral palette, one in a more colourful palette. And make sure the size variation price points increase by at 30% between sizes.

For example, you might have your smallest size start at $135, your medium is listed at $175.50 and your large is listed at $228.15 (and yes, you can set your prices even higher than this).

My #1 Tip For How to Sell Floral Subscriptions in 2022

I used to think I needed to ask the client to supply the vase or that I needed to offer enough options to cater to a wide array of containers.

Turns out, it can be a lot simpler than that.

Turns out, one of the best sales tactics you can implement for floral subscriptions is to design with a specific vase in mind – a vase you pick. A vase that aligns with your vibe and your brand.

Every florist I've met has heaps of stories of showing up at a client's house, thinking we knew what container everything was going in...only to find out that container is actually four times bigger than the sizes they provided.

So, set yourself a little shopping mission. Go exploring and look around at different container options and find one that feels right for your floral designs.

Offer it up as a 'free' incentive for a new customer to start their subscription and then you'll know, with every week's bouquet you're making, it's going to look awesome because it's going in exactly that container.

Yes, it makes your job 100x easier. But just as important, it makes the flowers look great.

That adds to your customer's satisfaction and, because of that, they're more likely to tell their friends or share a photo on social media.

That, in turn, increases your exposure. More people find out about your offer. And, just by having offered a super simple solution for your customers, all of sudden you're experiencing the power of word of mouth marketing. SHAZAAM, more orders come in the door! So good, ain't it?

Let's Go Deeper: Selling Floral Subscriptions Like a Boss

Want more inspo to help you learn how to sell floral subscriptions in 2022? I've gotcha covered!

On this week's podcast, I'm diving deep into all things floral subscriptions. I'm passing along three tips to help you get better results when it comes to selling floral subscriptions in your business and we talk strategy.

Whether you're brand new to the idea of subscriptions or you've been selling floral subscriptions for a long time, this podcast episode will give you lots of juicy tips and tricks so you can sell floral subscriptions like a Boss.

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

The right marketing strategy to follow for selling floral subscriptions so you can get results faster

Sales tips to help you grow your revenue

My #1 approach to making it work so you make faster progress

Simple, step by step guidance on levelling up your floral subscription business today

Listen to the full episode here

Full Episode Transcript

 

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Profitable Flower Business: 10 Steps to Setting Up Your Flower Shop

Looking for a step by step guide on how to set up a profitable flower business? Here's my 10-step guide to getting your flower shop set up and running.

Hitting Reset to Create a Profitable Flower Business

I'm not gonna lie, I've been thinking a lot about the idea of going back and having the ultimate 'do over'. The idea of being able to take all of my experience and expertise and go back to Day 1 of Little Bird Bloom. It's so fun to think about and I thought it might be helpful for you too.

Feel free to use this post as a guide, a roadmap and a blueprint for setting up a profitable flower business. And no doubt, it will be helpful if you're brand new. But it might also inspire those of you who are a few years (or decades) into slinging flowers for a living.

In this blog post, I'm going to map out my 10-step plan for setting up a flower shop from the very very beginning.

One caveat before I get into the details: I'm not going to talk about any of the accounting, legal or insurance details because that is 100% dependent on your state and country requirements.

Enlist the help of a professional to help you walk through all the details and don't be shy about Googling all your questions to familiarise yourself with business structures and terminology. (I found this bit really helpful cause it takes some of the intimidation and "I don't know anything" out of the equation.)

Profitable Flower Business: Basic Business Plan

Now, y'all know I'm all for keeping things simple.

It's so easy for us to get overwhelmed and inundated with details – but as helpful as some business plans are, I also find they miss the mark in their purpose. It's easy to get wrapped up in the details and miss the big picture.

Now, I ain't no mathematician but I do find a little bit of math in the early stages of business planning is super duper helpful to paint the picture of where we're going. It's my #1 way of setting the goalposts and bringing focus to our efforts.

If I'm honest, when we first started Little Bird Bloom, I wish I had done more math. I wish I had done this one equation to help me understand the scale and scope of what I was trying to create.

Also, this exercise is particularly helpful if your goal is to earn a full-time better-than-average income from this work.

Here's my super simple approach to basic business planning for florists:

  1. What do you want your after-tax personal income to be?
  2. Multiply that by five to get your business' revenue goal.

Yes. It can be that straightforward to map out a plan forward.

So, for example, let's say you want to bring home $100,000 in after-tax income. That means your business' revenue goal needs to be $500,000. If you want your after-tax personal income to be $50,000, then your business' revenue goal is $250,000.

From there, we can take that revenue goal, divide it by an average order value and that gives us a sense of how many orders we need to generate in a year to reach our sales target.

So, if we take that $250,000 and assume our average order will be $150. We need to generate 1667 orders a year or 139 orders per month (or 32 orders per week).

(Please remember, this isn't formal financial advice. This is just a simple bit of math to help us paint the scope of our task ahead. Talk to a financial planner or accountant for expert info specific to your needs.)

The thing about this one bit of math that I find so helpful is that it shows us how big we need to be thinking.

When we first set up Little Bird Bloom, I was excited when we got a handful of orders per week. But this one bit of math shows me just how small I was thinking. Showing up with the goal of creating 32 orders per week creates a totally different energy as compared to my "I'll just be grateful for my 2-3 orders per week" and trying to convince yourself day after day after day to be grateful for what you've got.

How to Set Up a Profitable Flower Business: 10 Steps to Success

OK, so with that bit of math under our belt, we can start to map out an action plan, go through 10 steps to getting those orders, getting customers and making it happen. In order, here's exactly what I would focus on first:

  1. Name Your Business – check out URLs, explore Instagram handles and do your research to see if your preferred name is available. Then, go in and claim all the social media handles, buy your domain name etc.
  2. Google Business Listing – as soon as you have your name sorted, go in and set up your listing on Google Maps. It takes a few weeks to have your listing verified by Google so jump on this one early (and yes, you can have a listing without a physical shop front).
  3. Define Your Vibe + Get Your Branding Sorted – if you're part of my Flower Boss Bootcamp, you know how powerful your brand is in attracting high-value clients. Your brand board sets the foundation for your visual identity, packaging, and overall vibe for your business so I like to start on this early in the process because it makes the rest of the decisions really simple.
  4. Visit Your Wholesalers Regularly – no doubt, they're not really going to pay much attention to you but I find getting in the habit of going every week is really helpful. It gets you more comfortable with the experience, gives you the opportunity to see what's in season and gets you in the routine of the commute there and back. The more often you go, the less intimidating the whole experience will feel.
  5. Set Up Your Website + Online Catalogue – inside Flower Boss Bootcamp we give you the exact framework to follow, SEO guidelines and talk you through the product strategy for your catalogue. (Yep!! It's all there waiting for you to join us). Or, you can follow this blog post as a place to start if you're looking for tips on getting your online catalogue sorted.
  6. Photograph Your Designs + Capture Content for Social Media – this is going to take you a long time in the beginning. Trying to figure out lighting, photo editing and all the things is another set of skills to master, but I promise you, it does get easier (and more enjoyable) the more you do it!! Give yourself lots of time and room to figure it out.
  7. Push Your Website Live + Set up Google Ads – Google Ads is how you're going to get the volume you need to reach that revenue goal. Along with the right online catalogue offering it's the best way to increase your order volume.
  8. Set up Instagram Shopping – most website platforms make this bit really simple but don't be shy about using YouTube to learn how to do this (that's how I've learned everything I know about building websites). I've learned so much from random strangers on YouTube when it comes to website stuff.
  9. Research Relevant Hashtags for Instagram – the magic with Instagram is that it's not your followers who are going to be your first customers. It's people who find you through relevant hashtags. And, because you've got your online catalogue set up on Instagram Shopping, you'll increase your conversion rates because you're making it really easy for your customers to buy from you.
  10. Post to Social Media Regularly – Make it your goal to stories 5-6 days per week and post to your Instagram feed 3-4 times per week. Be sure to include your hashtags in your posts as this is how you're going to get found by the right customers at the right time.

Need help getting started with your website? Check out this tutorial on YouTube: Getting Started with WordPress https://youtu.be/n_NuZsjJoHA

Another Note about Setting Up a Profitable Flower Business

I used to believe you had to have a physical shopfront to run a legitimate flower business. Turns out that's not true at all (particularly these days, given the last two years of changing customer behaviour).

If having a retail space is on your wish list, that's awesome! If it's not, that's awesome too.

Either way, I'd still suggest you go through these 10 steps before you get too far into the logistics of getting a short front sorted. (That's what I wish I had done so y'all can learn from my mistakes.)

These days, your online presence is how you're going to get the volume you need to reach your revenue goal and getting that sorted before your pour your heart into a shot fit out is really really helpful.

I know there is a lot to think through and that's why, on this week's podcast episode, I'm going through all of this in more detail, talking through the exact steps I'd follow if I could back to the beginning and start a profitable flower business from $0.

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

What to prioritise when it comes to setting up a profitable flower business

The biggest mistakes we made early on in our business and what I would do if I could hit 'reset' to start over in 2022

My exact approach to setting up a profitable flower shop – starting from $0

The right order to navigate these 10 steps and how to make it easier to take action

Listen to the full episode here

Full Episode Transcript

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8 Website Must-Haves for Florists

Looking for a list of website must-haves for florists? You're in exactly the right place.

Y'all heard me preach about how important your website and I believe that down to my bones. Particularly now, with the continued increase in online ordering and more and more customers getting comfortable connecting with florists online.

Your website is the easiest way to make your sales process super simple as well as making marketing way more streamlined.

But it's also really easy to get overwhelmed sorting out website must-haves for florists. The additional layers of tech, trying to troubleshoot and getting totally confused by the possibilities, add-ons and additions is totally normal.

In fact, I just saw another ad from Shopify, celebrating how easy it is to get a shop set up on their platform. I think these ads actually make the issue even bigger for us.

Yeah, it is easy to get it set up and started but getting the products uploaded, looking the way you want it to look, getting the delivery date picker sorted, and the checkout streamlined in a way that suits the needs of your customers is a totally different game.

So, I thought it would be helpful to put together a list of my 8 website must-haves for florists.

Website Must-Haves for Florists – Tip 1: Your Website Is Your Flower Business.

One of the biggest changes to come out of the last two years of upheaval is that more customers are shopping online than ever before. In fact, the world of online shopping is expected to exceed $5.5 trillion dollars in 2022. That's a big number, right? (Check out this article from Cloudwards.net.)

No longer is having a brick + mortar shop the benchmark for success as a floral designer. In 2022, your website is your flower business.

So, the goal is to translate the in-store shopping experience, the expert status of being a professional florist into your flower business website, creating an easy-to-navigate online experience for your clientele and a money-making asset for your business.

Tip 2: Find a Restaurant Theme For Your Website.

If you are going to use one of the DIY platforms like Shopify or Squarespace, when you're looking for a theme to use, focus on restaurant and cafe themes.

In the early iterations of my website, I made the mistake of paying for a portfolio theme (yes I totally got sucked in by the prettiness of the templates). But then I had to back to the beginning, figure out how to add heaps of new content, set up new page layouts from scratch and add on extra plugins and widgets.

Learn from my mistake and save yourself a giant headache on Day 1: focus on finding a theme that works for a cafe, a bakery or a restaurant.

There are so many crossovers and similarities between floristry and restaurant services that you'll be able to repurpose a lot of the default theme templates and layouts to really fast track your progress.

It's one of the easiest shortcuts to adopt when you're sorting through florist website must-haves.

Tip 3: First Impressions Matter.

Particularly in our industry. We're selling a luxury service and marking up our designs at a hefty premium. That demands that we put our best foot forward in terms of our marketing and the first impression we present to our customers.

So, be intentional with your visuals, the flow on your website and the level of sophistication you put out into the world. As crazy as it sounds, your customers are going to use your website as a placeholder for your ability to design. That means those first impressions really do matter.

If you don't want to figuring all things florist website, be sure to join us inside Flower Boss Bootcamp – we give you the templatest to follow, the words to use on each page and give you the tools to make it easier to build a better flower business website. Click here to join us today.

Tip 4: Use Simple, Direct Words.

One of the common mistakes I see florists make is trying to be uber creative with the words they use on their website. Yes, there are SEO implications with our word choice but just as important is that we need to make our language as simple as possible for our customers to understand.

Most customers are incredibly intimidated and overwhelmed by the prospect of talking to a florist and if we use too much industry jargon, designer speak and just make it all too fancy and complicated, they're going to run screaming the other direction.

So, when it comes to things like 'Order flowers', just say that. You don't need to get fancy and go with 'fill your basket' or 'spread joy'.

The general rule I like to follow with website words is to stick with the language your seven-year-old nephew would understand. Keep it simple AF.

Tip 5: Set up an About Me Page

I spent years hiding behind the facade of our business because I was worried I'd get called out as a fraud or not good enough. Turns out, I lost customers because they didn't know there was a real person, a real family behind this business.

So, don't be shy about telling your story.

Share with your clients why you LOVE flowers, how you first fell in love with this work and what your mission is. In turn, you'll notice your clients will fall in love with you even more because they'll be able to see your passion and your drive.

The brand Toms is a great example of this. We can buy a pair of slip-on shoes from thousands of different businesses around the world.

But we buy Tom's because we know their story and want to support their mission.

Your flower business is no different. Embrace the discomfort and start to share your mission and passion with the world!

Tip 6: Integrate Your Instagram Feed

This has got to be one of my favourite shortcuts for making your website look good. Integrating your Instagram feed into a few pages on your website keeps the content looking fresh, but you don't have to spend any time going in and updating image galleries or uploading new photos.

And, rather than just having it on one page on your website, don't be shy about doubling up. I suggest having it on your homepage, your about me page and your main services page.

This one tip has got to be one of my favourites when it comes to website must-haves for florists.

Tip 7: The Top Navigation is More Important Than You Realise

I didn't realise this but there is actually a lot of thinking that goes into setting up that top navigation on your website.

The goal with the navigation is to make it easier for your customers to navigate themselves through your customer experience. You want to serve up the experience and your content one step at a time.

So, put yourself in your customer's shoes and map out the process you want your clients to experience – from the moment they land on the page, to where they want to go next, second and last. And go through it all step by step (better yet, have a trusted friend do it for you and give you an honest opinion.)

HOT TIP: One of the best lessons I learned is to NOT have your wedding enquiry form linked in that top navigation. Yes, it lead to lots of enquiries but most of them were a waste of time.

Tip 8: Take It One Step At a Time

The thing about getting a kick-ass website stored is it is a lot of work. And what seems like a simple idea (thanks to Shopify), ends up leading you down a whole path of solving lots of itty bitty problems, constantly running into roadblocks and then taking the time to figure out how to overcome it.

One of the reasons getting a florist website sorted is complicated is because we need to have lots of layers of tech. For example, when your customers are ordering flowers, there are some very specific plugins we need to include (i.e. card message, delivery date picker).

This is what makes florist business websites different to other websites (and much more complicated than Shopify pitches it to be).

One of the best things you can do is get off your computer and grab a pen + piece of paper. Map out the process. Go step by step and really think about the stages your client needs to go through.

You can even look at florists in other cities, heck even head on over to Interflora or Petals just to see the steps in the process. And then start to sort it out for yourself.

I find drawing myself a diagram and going through it in detail to be really helpful.

In my experience, of all the website platforms available, I like WordPress the best. I've found it to be the most flexible, SEO-rich and cost-effective option for florists.

I know the initial set-up on WordPress can be overwhelming so check out this YouTube video where I walk you through the process step by step.

So, when it comes to sorting through website must-haves for florists, remember to take it one step at a time.

My #1 Tip for Streamlining Your Approach

Your website can be one of your best allies in growing your business. All the struggle and frustration we experience in trying to sort out the tech and getting it working is 100% worth it. It's one of the greatest gifts we can give ourselves and our business.

One of the biggest reasons I've been such an advocate for getting a kick-ass website sorted is that it saves you thousands of hours of time. Literally.

And it doesn't even need to be the fanciest, most sophisticated solution out there. I'm not talking about the sexiest plugins and latest widgets. And I'm definitely not saying you need to spend $$$$ on it.

On this week's podcast episode, I'm sharing heaps of helpful shortcuts, tips and tricks and ideas to help you use your website to streamline your approach.

Spending a little bit of time now can free up so much time and energy in the future, giving you more flexibility and allowing you to spend more time flowering and less time admin-ing.

Inside This Week's Podcast Episode:

Simplifying the website building experience for florists

My go-to strategy for getting your website sorted

The five layers of every flower business website you need to pay attention to

What to focus on first when you next evaluating your own website and making planned updates

Listen to the full episode here

 

Full Episode Transcript


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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

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