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!