Real Flower Business

Education and Business Training for Floral Designers.

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Behind the Scenes

There are only a few days left to get in on my end-of-year business reboot!

Before signing up for my 4th Quarter Business Planning Jam Session and joining me for The Art of Good Business, check out this quick behind the scenes video:

Click here to learn more about the course.

OR get an inside look at the course HERE.

Real florists say:

“I was hesitant to start and not finish the course online, but this course was very accessible.

[This course is for]…anyone and everyone seriously interested in improving their business. Learning to be passionate, but at the same time differentiate a hobby from a business.
I would love to do it again…”
-Sarita De Castro
floral industry, Art of Good Business, floralpreneur
“Being a success is more than dollars earned, recognition, or floral-designing mastered. More than visibility on social media or working prestigious venues. The integrity of delivering great value… and client’s perception of being well served is what is a worthy goal.
AND the work is mine to DO not just to KNOW. This falls in line with my personal life values so I’m happy to put this at the top of my list of business goals…
It was worth every penny. It was at the top of my affordability at this time in my fledgling business. And I did not have to get a hotel room or plane ticket, which kept me in the game.

I am so happy with the value of this course. I didn’t even know that all of THIS is exactly what I needed to know!“
-Cathy Lamb

“There is so much content in this course! Definitely exceeded expectations.

The most important part of this course for me was the section on choreographing the customer service portion of my business. I am learning how to communicate clearly and lead my clients in a way that builds trust and sets realistic expectations.
This course is great for anyone that is ready to refine their business practices. You have to be ready to take action for this to really make a difference.
I really enjoyed the live portion of the course…Felt like having you there with us.”
-Jessie Partridge

Click here to learn more about the course.

OR get an inside look at the course HERE.

And if you have a question for me, get in touch! floralartvt@gmail.com

Who is The Art of Good Business for?

You may be a talented 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 this course is made for you!

You’ll learn how to focus your marketing efforts 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. It’s easy to get started…

 Click HERE to get started today.

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Are You Ready To Rise Above The Competition?

Hey Floralpreneur®,

How much do you worry about your competition?

  • Do you follow your competitors on social media and cringe when you see how “great” they’re doing?
  • Are you eager to know “who got that wedding”–the one that didn’t book with you?
  • Does jealousy or comparison creep in and undermine your confidence?

What would it look like if you could eliminate your competition?

Now, hold on…..I’m not talking about putting other local florists out of business!

Your goal should be to “stand out amongst the competition” and the surest way to do that is by being the truest, most authentic version of yourself in your business and your brand so that the right clients choose you!

online education for florists, real flower business

Oftentimes, business owners think they need to hire a branding or marketing “expert” to help attract the right clients, but that can cost tens of thousands of dollars!….really.

A “flower famous” friend of mine was quoted over $30k for a marketing expert to help her with her floral business….now, what florist has that kind of money lying around? Not many, that’s for sure.

So if you’re working on a limited budget, what are your options? How do you gain brand recognition and attract the right clients?

The answer?….there are many ways to develop your brand and improve your marketing efforts and you can do it yourself if you’re willing to dig deep and do the work.

You don’t have to be a marketing expert to have a good brand and stand out amongst your competition….but you do need to do some “brand exploration” to get to the heart of what makes your brand special so that the right customers continue to choose you over someone else!

This is the work we do in my course, The Art of Good Business! And for students who are enrolled in The Art of Good Business before Oct. 22nd you’re getting a bonus!

I’m hosting a BONUS 4th Quarter Biz Planning Jam Session to help jumpstart you end-of-year plans and THEN I’m going to walk through the entire course with you, LIVE IN JANUARY in our private Facebook group.

This biz jam session is happening Oct. 22-26th and if you want in, you can apply for a free scholarship HERE ($1,000 value) or click HERE to sign up for the course today!

If you’re a floral designer who….

  • Writes your own website copy & social media posts
  • Manages your marketing & branding strategy
  • Struggles with “selling yourself” sometimes
  • Still spends too much time with clients who aren’t a good fit
  • Wonders if you even have a brand yet…

Then The Art of Good Business was made for you!

So if you’re ready to zero-in on your ideal clients and move your marketing efforts to the next level, keep reading for more info or click here to sign up!

real flower business

In The Art of Good Business you’ll learn how to focus your marketing efforts 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.

Who’ll benefit the most from The Art of Good Business?

Business owners at any level will gain tremendous insight from the course,

however, if you’ve been in business for 5 years or more and want to refine a clearer branding message to attract better clients, you’ll have the most to gain from the lessons inside the course.

For people who are enrolled in the course, I’ll be leading a power planning session in October(to put some foundational plans in motion!)…and then I’m going to jump in with more live coaching for the entire month of January in our private group–like a bootcamp for boot strapping biz owners….it’s gonna be good.

Once you sign up, you’re invested in me, so I want to make sure you know that I’m invested right back….because I am totally invested in your success! (You can read real florists’ reviews of my course here!)

This course is not:

  • a memoir,
  • it’s not a “quick fix”,
  • it’s not about budgeting or numbers,
  • it’s not a mash-up of my “all my other courses”,
  • and it’s definitely not for everyone.

Don’t sign up if you’re not willing to get out of your comfort zone and “do work”.
You’ll have to take action to get results.

I’ll be there to help push you over the finish line, but you have to take the first step to get started (read more)!

“I just booked my biggest gig yet, by $3k…

I just have to say this course, Alison’s content works!…my ideal client is more clearly defined, I’ve mostly reworked my web copy, have been better about blogging, and more intentional about how I talk to my followers on social media posts.” -Jessica Ormond

 

More from Alison:

It doesn’t matter if you’ve been in business for 3 years, 3 minutes or 3 decades…nothing defines your brand more than the experience you create for your customers.

The most important thing I’ve done for my floral design business over the past 15 years is work towards perfecting a customer service experience that reflects the values of my brand and speaks directly to the heart of my ideal clients.

I’m not a traditional “branding expert”, but I have studied and practiced (and practiced) my own approach to branding since I started my business in 2001.  It’s said to take 10,000 hours of “deliberate practice” to achieve mastery in a field. I’ve easily exceeded that quota as I’ve worked on mastering my brand.

I began my career in the floral industry over 24 years ago, and I’ve been practicing and developing the voice of my brand in order to lead with integrity and attract my ideal clients ever since. (And I’m practicing still….)

Join me on a brand building journey to help you hone your voice.

Feel free to contact me with any questions you may have: info@floralartvt.com

With love from me to you,

Alison

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

Definition of Eliminate: (Verb)

a: to put an end to or get rid of : REMOVE; eliminate errors in your marketing efforts

b: to remove from consideration; eliminate worries about your competition

You can get a sample preview of the course HERE.

“Making money is art…

and working is art…

and good business is the best art.”

-Andy Warhol

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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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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, 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 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.

 

real flower business, online education for florists

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.

Here’s an e-mail I received recently:

“Every email you send or post you make I find myself nodding my head and saying “yes…. yup… great advice… totally agree… that’s me… she’s spot on…”
You see, I’m one of your “seasoned” Floralpreneurs. July 1 marked the 24th anniversary of [my business]. I started slowly and have built my business thoughtfully and sustainably. All the things you teach are a confirmation to me that I’ve been doing it right! (that and having my biz sustain me and now my family for the past couple decades.) Your reminder that COGS should be no more than 30% has me tightening up a little bit. (I was just under 30% for 2017 and also for this year so far… but sometimes there’s that one wedding that sneaks over. I’m even more vigilant now thanks to you!)
I admire your floral business AND your Real Flower Business….Thanks for doing what you do! I look forward to connecting with you and participating in your group.“

Remember you don’t have to buy anything from me to be a floralpreneur! Join us over in my free Facebook group HERE!

Thanks for taking the time to read my blog today.

Keep doing beautiful work!

With love from me to you,

Alison

 

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Floralpreneurs Go Greener

OK, floralpreneurs…..can I get real for a minute?

I LOVE being a floral designer. Love it. It was my first job, it’s been my only real job for 24 years!….but the reality of the environmental impacts of floristry are pretty ugly.

From the pesticides that growers and florists are exposed to, to the monocultures that produce them, to the plastic packaging, to the transportation and distribution, to the preservatives added to the water to extend longevity, to the floral foam, to the “waste”….well, this is all “less than pretty”.

So what can we do to be more eco-friendly in our business?

Let’s pledge to do more this year with a Go Greener Challenge!…You in?

Even if you’re not 100% green, what can you do to get 1 or 2 or 3 steps closer to green-er?

I came up with 8 super easy steps to get us started…..

1. Eliminate or reduce the amount of floral foam you’ll use this year.

#nofloralfoam has support on Instagram….it’s not just good for the environment to be eco-friendly, it’s also very fashionable.

You can sell your “no foam” approach as a positive.

“I cannot make that design as I would in foam, but here’s what we can do instead to create something beautiful without the green stuff.”

Ariella Chezar is all for the no floral foam approach. Chickenwire, waterproof florist tape and armatures are used in its stead. I attended a workshop with Ariella recently where she was using my friend, Holly Chapple’s, new plastic “egg” or “pillow” which are both now available from Syndicate Sales. It’s an amazing alternative to foam and it’s incredibly versatile. Give it a try; you’ll dig it.

2. Buy locally grown flowers.

If you buy locally grown flowers (particularly organically grown!) you’re supporting a local source and voting for the environment with your dollars.

Check out Debra Prizing’s Slow Flowers movement!

3. Shop local.

Shopping local is a huge priority for my business. I will pay more for something from a business that’s owned and operated in my state because source matters to me. Whether it’s organic or a purchase from my wholesaler, location matters.

Maybe you can get it shipped directly for less….or maybe it’s worth supporting your local supplier!

4. Don’t waste water.

Turn off the sink instead of letting the water run when you’re washing or filling buckets, fix that leaky faucet, reuse water from buckets instead of “just dumping it” once a bucket is empty if it’s only a day old, take any small step toward conservation.

5. Compost.

I know this is required in some regions and that’s the way it should be! Compost your organic waste. I have a compost pile that’s just for my “business waste”; this pile will not be used on the garden as I’m not exactly sure what pesticides the flowers may have been treated with when they were grown. So I’ll compost them, but I won’t spread it around the yard.

6. Drop a product.

Is there a preservative you use to process your flowers that you can do without? Is there 1 chemical you can drop? Even a more earth-friendly cleaning product for your shop is a step in the right direction.

7. Don’t do “not eco-friendly stuff” just because the client wants it!

Just think about the environmental impact when people release balloons or light those paper lanterns that were popular until people started seeing the impact on wildlife…if you’re working on a gig make sure it meets an ethical environmental standard that aligns with your vision.

8. Repurpose leftovers instead of tossing them at the end of the week/event.

It’s going to take work and time….and time is money….but if you can reduce your loss and turn the flowers you pick up from an event or consider your “loss or overage” for the week into a giveaway/windfall in your local community, that’s its own form of being more mindful and repurposing what you have. (Small steps count….think The Lonely Bouquet, for example.)

It’s not easy being a green florist…

I know that it’s hard to consider yourself “environmentally friendly” if you work in the floristry trade…unless you’re an organic grower and you don’t use any chemicals or pesticides, in which case you’re making huge strides as an eco-friendly florist!…..but for those of us who are “more traditional florists” when it comes to sourcing and methods, we can still take steps to lower our impact once the flowers reach our doorstep. That is always my goal, but I realize I can do even better and try even harder to be more eco-friendly. Maybe you can find ways to take steps to be greener, too.

Leave a comment below (scroll down!) if you want to take the Go Greener Challenge with me! 

Let’s see what we can do. Today, tomorrow, all year long.

Oh, and Happy Earth Day, y’all.

With love from me to you,

Alison

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