Guide to Starting A Florist

Introduction

Flowers have never been more popular as a gift for almost any occasion. If you are a creative person with a desire to run your own business then floristry might just be for you. This guide aims to provide helpful tips and advice on how to start up your new venture from the owner of Flowers By Post.

Knowledge

First of all you do need to have some fundamental knowledge of flower types and there individual characteristics, e.g. which flowers are most suitable for particular environments & there respective seasons. Information of this sort is best acquired by experience but you can start with any good book on the subject from the library or bookshop. There are also plenty of qualifications available in floristry as well as numerous garden clubs, societies & organisations.

Location & Staffing

Of vital importance here is footfall, the number of potential customers who pass your shop every day. Best locations are near railway stations, town high streets or in covered markets. Remember the better the location the higher the rent so you may have to compromise a little. You will probably find that you need to keep your shop open for long hours to catch the early morning commuters (buying flowers for delivery that same day), the daytime shoppers and returning commuters in the evening. This means that staff costs could become problematic. However, the way round this is for you to put in long hours yourself and you must be prepared to do this, especially at busy times such as Valentines & Mothers day. This is not for the faint hearted!.

Suppliers

You need to make preliminary contact with suitable suppliers of fresh flowers and florist sundries. If you are near a wholesale market you could travel there regularly to make purchases or you may prefer to buy from traveling salesmen who tour the country in large lorries filled with flowers fresh from the Dutch action marts. Sundries suppliers are also readily located on the internet. Weigh up each option carefully based not just on price but quality, flexibility and time.

Managing Stock

You will have to concentrate on maintaining a level of stock that will produce an eye-catching display (a fairly compact display in a smaller area is better than a large display area sparsely filled) without producing too much waste. You may find that flower costs vary with suppliers & the season but remember that the most expensive flowers you buy are the ones that you do not sell.

Quality Control

You can safeguard the quality of your flowers by ensuring a rapid turnover of stock which means holding only the amount of flowers you can sell within a maximum period of approx 3 or 4 days. A cold room will be most useful in warm weather but beware the temptation to keep flowers in there for too long. They may still look OK after a week in a cold room but their vase life will have been reduced to no more than a few days. If you have stock that is not moving quickly enough, drop the price and sell it off quickly. You might at least recoup your costs even if you make no profit on them. Do not be tempted to sell flowers you would not be prepared to buy yourself.

Delivery

Deliveries should be charged for at a reasonable level (few people believe that free delivery means just that and they know that delivery costs are taken out of the purchase price). Be open and honest about these charges roughly basing any delivery charge on the distance traveled. Make sure that your deliveries are made on the correct day if you want customers to return. You might find a taxi driver who is willing to do deliveries for you during quiet times of the their day at a reasonable charge.


Action Steps
The best contacts and resources to help you get it done

Tips & Tactics
Helpful advice for making the most of this Guide

• Price - Do not mark up your flowers excessively. It is much better to have repeat customers who generate a reasonable profit per sale. Get to know your regulars and keep a note of what occasions they usually stop by for. Do not try to boost sales by eagerly promoting add-ons such as gifts, chocolates or teddy bears but do have them prominently displayed in case a customer is interested.
• Promotions - As well as passing trade you will need to build up a business clientele offering flower arrangements for business premises. You can try sending ready made arrangements to prospective customers free of charge with a promotion leaflet and try to arrange a follow-up meeting to discuss a possible regular contract. Also offer prizes at local events which are covered in the local press. Avoid expensive media promotions except perhaps on Valentines or Mothers day.