Video: Identifying the Floral Service Needs in your Local Market

Mar 25

Mar 25 Video: Identifying the Floral Service Needs in your Local Market

In this clip from the Team Flower Pricing and Ordering class, Kelly is describing how to identify the various floral service needs in your market and how to determine which needs your business best serves.

To help streamline your own business systems, you’ll first need to identify the category/capacity in which you are best able to serve the market at this point in your life and in your business. Kelly breaks down the market into three basic categories: client designer, simple service, or full service.

Client Designer

Raw materials and pick-up
Raw materials with local delivery
Raw materials and simple service

Simple Service

Bouquets and personals—no installations
Local delivery
Pick-up

Full Service

Personal flowers, ceremony flowers, and reception flowers— installations required
Small, medium, and large
Local delivery, regional delivery, and destination delivery

Think twice about the conclusion that high-end wedding clients provide you with higher profit margins. The data actually suggests that you'll have the same margins on average weddings as on extravagant events, so consider the numbers carefully before boxing yourself into a small market niche where there may be fewer clients in need of your chosen expertise. Think creatively about the clients you are uniquely positioned to serve. They might not be obvious at first!

Kelly Perry

Kelly’s love for teaching and floral design shines through in developing the content, classes, and workshops for Team Flower, which she cofounded with husband Jesse Perry in 2014. Kelly has taught hundreds of people in her floral design workshops, her work has been featured in over 55 publications, and she’s held speaking engagements across the country. She serves her local community as a retail florist in Chambersburg, PA, through her flower shop, Cheerful Flowers & Gifts.