Real Flower Business

Education and Business Training for Floral Designers.

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What’s your 3 year plan?

Hey, Floralpreneur®,

Where do you want your business to be 3 years from now?

It may not sound super sexy, but…

planning ahead is not only necessary when you own a business, it’s actually really clarifying! Which is why I’m inviting up to 30 business savvy floral designers to a 4th Quarter Planning Session*!

Getting clear on what you want in your business–not what someone else wants in their business, but what works for your world, your life, your income goals, and your unique branding qualities–well, that can be the most liberating thing you can do for yourself in this next year in business!

Are you making plans this year to ensure you reach your future goals?

If you’re not sure where to start, we can chart this course together!

Ready to map out a plan for your business over the next 3-5 years?

Join me for a 4th Quarter Planning & Productivity Jam Session, October 22-26!

This is a bonus planning session for florists who’ve enrolled in The Art of Good Business* and I’m inviting up to 30 new enrollees to join us, too.

*You’ll be invited to this bonus planning session when you sign up for The Art of Good Business before October 22!

(scroll down for more details on the course & scholarship opportunities!)

New! Scholarship Opportunity

I’ll be awarding 2 full scholarships to join my planning session and my course for free!

Click HERE to fill out a scholarship application!

This program requires you to “do work”. If you do the work, you will get results!…and I’ll be here to help along the way with a live session of the course in our private Facebook group this January!

Note: The scholarship value for The Art of Good Business is $1,000.

Applications must be received before midnight on October 12th.

floral industry, Art of Good Business, floralpreneur

Marketing and branding is complex.

Talented florists often thrive in the creative aspects of the business, while the critical elements of marketing and “selling yourself” can be more frustrating and elusive.

I mean, what IS the best way to find the right customers year after year?

How CAN you market your business in a way that feels authentic to you–and not an imitation of someone else?

What steps are you going to take in order to fully express your one-of-a-kind style & brand? (You know, “the thing” that brings people to you/your business over any of your competitors!)

About The Art of Good Business:

This online program teaches you how to stand out from your competition by identifying your unique branding strengths so that you can run a business that feels authentic, trustworthy and fulfilling.

The Art of Good Business shows you how to tackle your marketing and take your website from beautiful to functional by honing the voice of your brand so that you can prequalify leads and attract more clients that love you.

You don’t have to be a branding expert to have a reputable brand, but you do need to dig deep to discover your most valuable selling points. This is the work we do in The Art of Good Business and it’s easy to get started…

 Click HERE to enroll today. 

Who is The Art of Good Business for?

You may be a talented floral designer, but do you also…

  • Write your own website copy & social media posts?
  • Manage your marketing & branding strategy?
  • Struggle with “selling yourself” sometimes?
  • Still spend too much time with clients who aren’t a good fit?
  • Wonder if you even have a brand yet?

If you said “yes” to any or all of the above, then The Art of Good Business is made for you!

Testimonial:

“I won’t lie, at first, I thought, this is not my forte, this is going to be a challenge…

But Alison’s approach is to encourage us to take some action, because it all adds up. One success leads to the next and soon it was fun!

My new discoveries are exciting, I found myself not wanting it to end, and was pleased to discover that the information in the class will always be available to me.

I encourage you to indulge in the Art of Good Business. I promise when you are done, your journey to business success will have just begun.”

–Rebecca Raymond Floral

How can you transform your business into a brand?

Attract awesome clients (and repel clients who aren’t a good fit),

by designing an engaging website (that converts into sales),

and choreograph your client management (take the lead to establish trust),

so that you can build an integrity brand that eliminates the competition.*

*If you’re about to update your website or refresh your branding, then you’ll want to do the work in this course first! 

CLICK HERE TO LEARN MORE ABOUT THE COURSE!

*Pro tip: At some point you have to stop worrying about what your “competition” is doing so that you can focus in on what you’re actually doing to attract more clients who love you!

 

Do you bootstrap your floral business?

If you’re anything like me, you probably “do it all”….sure, maybe you hire some help for deliveries or design work, and if you can afford it, you may have a bookkeeper handle all your business receipts & payroll…

But for the most part, you’re do it yourself-er. DIY floral biz owners make every decision from which shade of blush garden rose you’ll order, to how you spend advertising dollars, to the sales copy on your website, to the big-picture planning and forward thinking.

This business has a lot of moving parts to manage all at once…especially in the midst of a busy wedding season!

It can be hard to plan ahead when you’re struggling to just keep up with what’s happening this week, but we’ll dive deep into The Art of Good Business together to make sure you make progress, not just plans!

Here’s what you’ll learn in the course…

  • Gain valuable strategies around how to prequalify customers so that you’re not wasting time with clients who aren’t a good fit;
  • Florists will uncover a deeper understanding of who your ideal customers are so that you can speak directly to them;
  • Learn how to improve your website to create a first point of contact that attracts ideal clients;
  • Choreograph outstanding client management that feels like personalized customer service for your ideal clients;
  • ​​​​Hone the unique blend of talents that make up your one-of-a-kind brand so that you can eliminate the competition by highlighting your own personal branding strengths.

I teach you how to level-up with actionable steps & stellar tips so that you can perfect your brand’s messaging in The Art of Good Business!

To get the maximum benefits from this course you’ll need:

  • a computer to log in & download pdfs,
  • an open mind & willingness to expand your thinking,
  • a pen & notebook,
  • and a commitment to start what you finish!

And if you need some encouragement, I’ll be live once a month in our private Facebook group to help get you over the finish line & answer your questions!

Click HERE to learn more about what’s included in the course.

Or Click HERE to fill out a scholarship application!

You can check out a free preview of the course HERE!

Scholarship requirements and application guidelines are as follows:

1. You must have a website for your business.
2. Scholarships are for floral retailers; home-studio florists, flower growers and brick & mortar shops are welcome to apply.
3. Your business must be at least 3 years old (established no later than December 2015)…even if it’s still only part-time!
4. You’ll be asked to list out your SWOTs (Strengths, Weaknesses, Opportunities & Threats). (If you need more info on this, Google it! You don’t have to know everything to run a business, but the Google can answers these sorts of questions for you.)
5. Submit a video introduction! Introduce yourself on a short video (5 minutes or less) and tell me what your business is currently known for as well as where you’d like to be in the next few months to 5 years in your biz.

This program requires you to “do work”. If you do the work, you will get results!…and I’ll be here to help along the way with a live session of the course in our private Facebook group this January!

Note: The scholarship value for The Art of Good Business is $1,000.

Applications must be received before midnight on October 12th.

Click HERE to fill out a scholarship application!

floral design business courses, floristry, floral design, Alison Ellis

Learn more about Alison here.

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How much can you earn as a florist?

Hey, Floralpreneurs! Join me LIVE on Sunday on Facebook to talk about “How much does a florist really make?” We’re going to talk real dollars and cents.

What can you *really* expect to earn as a florist? After 16 years in business I can tell you a few things I’ve learned and I’ll share some feedback from florists around the world who’ve shared their personal income goals with me!

You can join me LIVE on Sunday at 11am EST by clicking HERE to join my Facebook group.

In the meantime, you’ll find free training on right here on my website at realflowerbusiness.com/free-courses

xo. -A

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25 Qualities Of A Floralpreneur

A floralpreneur® is a floral designer with initiative and business savvy.

25 qualities of a floralpreneur® including, but not limited to:

detail oriented

flower-obsessed

nature-lover

risk taker

taste maker

grounded

dreamer

creative

practical

thoughtful

empathetic

courageous

perfectionist

doer

designer

accountant

grower

marketer

inventive

profitable

of service

scrappy

reputable

referrable

reliable

And so much more….

parent

partner

daughter

son

neighbor

confidant

job creator

tax payer

mediator

translator

consoler

celebrator

leader

The work we do as florists isn’t always easy (and it isn’t always pretty!…there are many thorns)….but when you love this work, you take responsibility for all that comes with it….including the pressure, the stress, the unpredictability, the hours and hours on your feet, the tick-tock of the clock, the joy of creating beauty for others, and the glory when it all comes together and it’s better than they’d imagined.

Keep doing beautiful work, floralpreneurs!

Because while it isn’t always “easy”, when you love it, you’ve gotta put your whole heart into it.

What are some other qualities of a floralpreneur?

What did I miss? Leave a comment or shoot me a message any time!

 

With love from me to you,

Alison

Free Resources:

Have you tried a Free Course? Click here to get started!

P.S. Have you check out The Vault yet?

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What do you need to start a floral business at home?

I was live with Yvonne on Mornings with Mayesh in April and a question was asked: “What do I need to start a home based floral business?”

It’s a great question and in truth, I didn’t have much when I started my business in 2002.

I was about a year out of college and didn’t have a lot of money to spend or invest in a business. All I invested in was a bag for my tools, known as my “bag of tricks”, which I still use 17 seasons later (I really thought it was expensive at $50 at the time!).

I didn’t have a workspace. I worked out of my 2nd story apartment with my little Subaru hatchback as a delivery vehicle. Finally, I asked my wholesaler if I could design on one of their workbenches once a week and that made my life a bit easier!

Once I moved out of my apartment and into our house, I worked from our kitchen for a few years until I saved up enough to convert half of our detached garage into a studio space.

Everyone’s gotta start somewhere; start before you’re ready.

One could easily argue this list should be longer, but here are 10 essentials to start a home-studio floral business:

Clippers. Sharp and of good quality.

A table. You have to have something to design on. A workbench is even better, but a table will do.

Wire cutters. Clippers are for fresh stems. Wire cutters are for wire, zip ties, etc….don’t use your clippers to cut wire.

Scissors. Ribbon is best cut with sharp scissors so ideally you’ll have 2 pairs of scissors; one for ribbon, one for everything else.

A knife. Swiss army works for me. I do most of my cutting with a clipper, but it’s important to have a knife as well. You can use a knife to clean thorns and leaves off of rose stems even if you prefer to cut with a clipper.

A few buckets. Fresh flowers need a water source so buckets are essential to proper processing.

Water to fill buckets & vases. Whether you use a garden hose or a kitchen faucet or a big, beautiful sink in your shop, you’ll need a water source to get the job done.

A wholesale source for flowers. Once you register your business in your state, provence, county, etc. you’ll be eligible to shop with professional wholesalers. Seek a reliable source that provides good quality.

A toolbox or “bag of tricks” to bring your floral act on the road. When you have to design on-site or fix something that may have been damaged in delivery or transport, you must be prepared, so plan ahead and have a mobil toolkit.

Some sort of delivery vehicle. A van, a sedan, a wagon, a box truck….I dunno….we’ve all got to start somewhere so use what you’ve got. Ideally a wagon or SUV if you’re not at the “mandatory minivan” stage in your business.

Of course, in addition to the 10 items listed above there are 3 MORE “things” you must have:

#1. an understanding of industry standard markups and design fees,

#2. floral design skills/training, and last, but not least,

#3. flower care knowledge!

Ideally, you’ll get this training in some sort of hands-on environment. I learned in flower shops.

Others consider themselves “self-taught”, but there are clear do’s and don’t’s when it comes to all 3 of the above “must-knows”. You don’t need to reinvent the wheel; seek a mentor or formal training.

You don’t have to “know everything” or have a “perfect plan” to start your business and in fact, you may even keep your day job until your business is off the ground. (There’s no shame in having a side-hustle to help get your business started!)

Every year is a learning year.

You’ll find online tutorials, of course, to show you how to accomplish different designs and hone your skills, and my online course, Flower Math, can teach you exactly how to price and turn a profit in your floral design business; because this is not a hobby!

Once you start your business, it’s officially time to turn a profit. From day one.

No need to “wait to turn a profit”. That’s not a mindset that leads to longevity in a business. Set your pricing structure properly from day 1. Continue to learn and train to gain new design techniques. Give yourself a pay increase as your skills evolve and your brand becomes sought out!

You can watch a replay of Morning with Mayesh here:

I’m featured in Part 2 of the livestream which starts at about 43:00 mins. into the broadcast.

Thanks for taking the time to watch!

xo. -Alison

More Free Resources:

When you sign up you’ll be added to my e-mail list, but don’t worry, I won’t send you annoying sales e-mails with a tick-tock countdown clock! Promise. And you can unsubscribe any time with the click of a button! (You will be notified when my free training is LIVE this August and you’ll have the opportunity to click the link to join the training or not! Totally up to you!)

  • Remember: August 1st is the kick-start of my FREE training, What does it *really* take to have a floral design business!

 

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Reaching Your Potential As A Florist

Can you remember who you were, before the world told you who you should be?

-Danielle LaPorte (from The Fire Starter Sessions)

In The Fire Starter Sessions, Danielle LaPorte writes, “Invest in your second nature.” She goes on to talk about “the acorn theory”; the idea that we’re all “born with a soul that shapes our destiny–that our full potential already lives within us.”

The theory was first published by James Hillman. He explains it like this:

The acorn theory expresses that unique something that we carry into the world, that is particular to us, which is connected to our “daimon”.

(The Greek word, daimon, can be considered your “inner voice”. The Roman word was genius, and the Christian word is guardian angel.)

To quote Hillman, “They are all a little bit different, yet each expresses something that you are, that you have, that is not the same as the personality you think you are.”

In other words, we must make our way through the layers of soil and compost and debris until the conditions are right and we’re ready to grow to our true potential.

Because you were born an acorn…with everything it takes to become a huge oak right inside you. And it’s been there all along.

It does take time to perfect your processes and meet (or exceed) your goals and make enough money to quit your “other job“….and the time it takes to streamline or perfect…and practice can feel pretty dark some days.

We’re going to spend some time in the dark before we can burst into the light!

So…are you reaching your full potential or are you ready for a break through?

Pro Tip: If you want to break through, you have to make sure that your brand is seen in it’s best light from the first point of contact!

And there’s a good chance that you rely on your website to make your brand’s first impression!

It’s easy to fall into a trap of thinking, “I have a website. I mean, it exists!…I updated it a year or two ago…so I’m good, right?…”

But just like anyone striving to reach their potential, your website has to break through many layers to grow from an acorn to an oak. (It’s a process!)

If you’re ready to make a stronger first impression and represent your brand in its best light, I can help you do that work in my Website Bootcamp! I share easy and effective shortcuts to help you increase engagement and attract awesome clients so that you can keep striving to reach your potential year after year! 

Every year is a good year to learn and grow (and improve your website).

CLICK HERE to learn more about how you can create your own website break through in 3 days or less!

realflowerbusiness.com Website Bootcamp

BOOTCAMP SIGN UP!

 

Thanks for taking the time to read my blog today.

Keep doing beautiful work!

With love from me to you,

Alison

P.S. This post is for the late bloomers–the floralpreneurs who’ve lived a first life before pursuing a floral dream or falling into flowers as a side-hustle…

And it’s for the determined–the florists who try and try and then, try again, because there are always more layers to break through in this work to get to the light….

The florists who’ve worked slinging stems in someone else’s flower shop for a decade or two, and are finally branching out on their own….

The newly retired, newly single, new moms, new grandmas, new floristry students, basement Betty’s….

This one is for you….wherever you are on your floral journey….

I’m honored to be on this journey with you.

how to start a floral design business, how to become a florist, floristry

 

Whether you’re a newly aspiring floral designer or a seasoned pro, I hope you’ll take advantage of some of my free resources, as well as my pdfs and online courses for florists.