What You Need To Know About Starting A Floral Business in 2023 and Beyond

Starting a floral business can be a thrilling and fulfilling journey, but it's not always easy. As a NeuroCoach™ and Business Profit Strategist, I've had over 35 years of experience as an entrepreneur in the floral industry, owning multiple businesses including retail, weddings & events, and international floral education. I can attest that running a successful floral business requires both creativity and business savvy, and it's possible to face challenges along the way. However, with the right mindset and skill set, you can overcome any obstacle.

The good news is that starting a floral business doesn't require a massive capital investment. In fact, you can start a home-based small business and grow it step by step. In this blog, I’ll guide you through the steps you need to take to start your own floral business.

In essence, here’s the basic run-down:

• Understand the pros and cons of being a florist in today’s market.
• Create a business plan or have someone that has the knowledge about floristry help you create one.
• Develop floral design skills or plan on hiring those that do have floral design skills for a decent wage.
• Register your floral business with federal, state, and/or local institutions.
• Choose the location: either on your own property or a leased space.
• Build your online presence via website or online store.
• Learn how to market your business to your ideal customers.
• Start selling!

Now that you’ve gotten the quick answers, let’s dive into some nuts and bolts of starting your flower business.

Do your research: Researching is an essential step when starting or buying a floral business. You need to understand the industry, it’s trends, and the competition in your area. By researching the market, you can identify the gaps in the market and create a unique selling point for your business. Look at other businesses in your area and see what they are offering. Analyze their strengths and weaknesses and use this information to differentiate your business. 

There are things to consider just around having a business that is “open” whether you work from a studio in or near your home or you have an outside location. How many days do you want to provide service? What hours will you be available? Will you need additional staffing if you are in a location where there will be walk-in traffic? 

Do keep in mind, the floral industry is competitive, and it may be tough to compete with already established florists. This is why taking time to think of what makes you different and what will set you apart from your competition is imperative. I’ll get into more of that later.

What skills would I need to master and acquire?

There are six main activities of every business: 

• Business Development
• Sales
• Marketing
• Product Fulfillment
• Operations & Administration
• Team Management

Want to learn more about what each of these areas delve into? Check out this podcast where I talk about them further. 

Streamlining and creating systems for each of these areas is important. Especially for marketing, order placement, production, deliveries, and revenue generation are going to be key aspects as you develop the business that you are building. In my Creative Growth Accelerator workshop we go deeper into setting up these areas and planning ahead for your business during the year.

You may need training in floral design, accounting, bookkeeping, and marketing skills to create a business that will run efficiently and profitably. This is all about business development. I call it “biz dev” for short! So let’s break the biz dev little bit more:

To become a successful florist, you'll need to develop an understanding of the floral industry, how it works, and standards for charging, how to order and care for your products, and the areas that give you profits and what areas are usually more difficult and incur losses. One of the biggest areas is creating your offers and pricing structure so that it’s profitable for you. There are “flower math” formulas out there that work, and they need to be tailored to YOUR business profit structure. PLEASE use them as a guide start, AND work with them so you can make the money you need to succeed.

If you want to have an easy spreadsheet option to help you create recipes for your floral expressions, check out my Floral Recipe Template.

If you are in the US, most states don’t require you to have a specific certificate to run a floral business. However, as a student of education, I highly recommend that if you are designing, getting some basic training especially on the practical side of elements and principles of design, will give you the tools you need to succeed and the time you give to it will pay back in spades for your bottom line. Gaining knowledge of the care and handling of flowers, plants, and botanicals is key since this is your medium you will be primarily working with. 

Basic knowledge of finances is going to put you ahead of the game as well. My Peonies and P&L’s training is full of easy to understand and quick insights to put yourself in the driver’s seat when it comes to knowing the ins and outs of your business financials. You don’t have to be an accountant or bookkeeper to know if you’re doing well! 

What will be your expertise or your main product/service you want to offer? Depending on the type of floral business you decide you want to have, keep in mind that it has ebbs and flows. If you are doing more retail, holidays will be peak times and you will need to consider extra staffing during those times. If you are doing more event services, your geographic location will often determine the times of year when more weddings and events are happening in your area. 

If you are selling online, it will help you to know more about how it works and what websites will offer you more exposure. After all, it’s going to be about attracting your best customers! 

Just remember, no one expects you to do it alone. Depending on your budget, and how you grow, you’ll be able to add staff to your plan without breaking your budget if you plan for it! Although, I’m always a fan of at least knowing about the different areas of your business yourself first, so you can make  knowledgeable decisions about the team you want to work with.

How do I create a business plan?

So let’s talk business - you know the “fun” stuff you can’t wait to tackle! (Insert eyeroll here! 🙄)

Knowing the business structure you want to have is going to be an integral part of starting. It’s about choosing the structure, registering it and picking the name you want. I can’t stress enough how important it is to get the legal stuff taken care of the right way. AND, think long term! In the United States, there are several entities that you can choose for your business structure. This will happen on the federal level and the state level. Do you want to be a solopreneur? You can form a Sole Proprietorship or even a Limited Liability Company. If there are more than one of you starting this business, you can form a Partnership or a Limited Liability Company. Even though creating a Corporation requires a bit more paperwork, I wholeheartedly recommend choosing a S-Corporation. This creates a barrier between you and your personal finances and helps you as you grow. There is also a legal loophole that helps you as you create your income in the business that is fantastic for you as a business owner! I talk more about this in my Peonies & P&L’s training.

Having an accountant help you with the federal and state set-up will be the best option for you to create the framework you want for your business. And since you will be needing an accountant on a regular basis, it’s best to hire one now so you can establish that relationship. 

Need help creating that business plan? A business plan is a crucial document that outlines your business goals, strategies, and tactics. It will help you stay focused and on track as you work towards your business objectives. Your business plan should include a market analysis, financial projections, and a marketing plan. It should also include an overview of your products and services, target market, and competitive advantage. Need help putting one together? Reach out to have me help with your Creative Business Plan coaching.

What are some of the main things I will need if I’m starting my own flower shop? I mean, how do I even know what supplies, tools and equipment I need?

This is all about the “product fulfillment” area of your business. Let’s talk about things around design first: your “hand” tools like a floral knife, snips/clippers, or even secateurs are great to have. Needle nose pliers, wire cutters and scissors are essential for the floral design portion.

Then you have: florist wire (there are multiple gauges you can purchase). The more you design, the more you’ll know which ones you want to work with and use the most. Floral tapes (there are a myriad to choose from). Most of these items are things you would learn about when taking floral design classes/courses. I highly recommend EMC (European Master Certification) where we teach you all about how to be a more conscious creative when designing. There are other entry level design schools and courses out there as well.

When it comes to your fresh product. You will need to have buckets and floral care products for processing. Then for the designing, you’ll get to decide what vessels you gravitate toward and how you want to wrap and/or present your floral designs for delivery or pick-up.

For your equipment, the first thing I highly recommended was having some type of refrigeration. When I started out in my mom’s garage, I bought a used two-door commercial food refrigerator. I had to regulate the humidity, but it worked for a very long time and was extremely helpful! You can also check out Coolbot, which provides you a great alternative to large commercial refrigeration. You’ll need access to a laundry sink so you can have an area dedicated for processing the botanicals you bring in. And it really helps for ease of cleaning your buckets and vases after you are finished. This is essential for keeping bacteria at bay! Work tables are helpful, and there are many tools of the trade that you can add to help you with getting things done faster as you grow. 

Next, will you be delivering your products? Do you need a vehicle? Look into the business auto insurance for this as well. Make sure to collect multiple quotes. There are many options out there so get the best and most affordable for your business starting out. 

Where will you be sourcing your flowers? Will you be using local farms, growing your own, or will you be seeking out wholesalers for you to get items sent to you? Getting involved in communities where florists and growers are will help you find the right sources.

So what if I’m looking for a location? What should I look for?

How many times have you heard realtors say, "Location, Location, Location". Well, it’s true. Choosing your location is a crucial step of the process and really depends on the structure of the flower business you are building. Are you wanting to attract walk-in customers and carry other gift items as well? Do you strictly want to focus on just taking orders over the phone and through your website? Are you primarily focused on weddings and events? All of these factors will go into making a choice for a location that will work for you.

There are two basic options to think about: 

1. You can start a home-based business with a small investment. You will just need some type of refrigeration to keep the flowers fresh. I know, many have probably told you that it’s not a necessity; however, if you plan on doing this long term, looking into purchasing a used cooler or even going for a Coolbot option will work wonders at giving you peace of mind and longevity of the quality of product you want to produce. 
2. You can open your business at a location outside of your home. This will be the more expensive option as renting or purchasing the space has the additional costs involved. You’ll need to consider factors such as foot traffic, parking, and accessibility. A good location will be easy to find and attract customers. If you choose a good location it can also help you save some money on marketing and advertising, as your visibility will be increased by potential customers passing by. The additional costs of rent, utilities, and buildout will add up and it’s good to set aside anywhere from $40,000 to $100,000 to get you started.

In today’s online market, many florists realize that they don’t need a physical presence where people are coming into their place of business. If this is the case, then look for smaller commercial spaces where high traffic areas aren’t necessary (and you won’t be paying the higher rent because of visibility). If you want walk-in traffic (and this business model suits you best), then finding a space that will work for you is imperative. Also, consider how much front showroom area you really need. I made the mistake in some of my first locations, devoting too much space to the showroom and needing more space in the workroom for production and delivery staging. 

Along with having a walk-in type storefront, you’ll need to keep in mind that it will need to be attracting outside customers to come in. Devoting time to appealing window design and having an inviting entrance will be key to getting them in the door. You’ll need to think about the atmosphere you want to create for their ultimate experience. 

If having walk-in traffic isn’t necessary, then your website will be your online storefront. Creating a website will be key to attracting the best customers. AND, making sure that you have SEO going for you also is key. There are a lot of technical terms out there around this topic and many who tout that they do SEO or SEM and you can end up spending a lot of money when you don’t know what to look for. Choose wisely. I have a few that I like my clients to work with as they are able to perform for their needs.

How in the world do I go about getting my business known?

Once you’ve worked out a lot of the business development, these two areas are going to be the most important areas you’ll focus on for the life of your business. Marketing and sales are the biggest amount of time you will spend when working on your business after you’ve done the majority of your business development. I know, you think that you will be in the “flower business”… actually you will be in the marketing business of a flower shop. Yep, your biggest job in owning this flower shop is marketing the business and getting sales. Those two areas of business should consist of 40% of your time. This is something that is a big part of the coaching I do, whether 1:1 or in my group coaching. And there are MANY different ways you can go about it - and it doesn't have to take a lot of money - just smart strategies and implementation.

What is the most important thing I need in order to have my business be successful? 

Well, let me give you this illustration that I learned from Dan Kennedy, the master of Magnetic Marketing. He said, imagine you set-up a stand selling hot dogs at a local park. What do you think is the number one thing you need in order to be successful? Good hot dogs? A flashy set-up to attract them? A great personality and customer service? NOPE! You need a hungry crowd! 

Make sure what you are selling is what your market is looking for. You can spend your time creating the most beautiful creations that anyone has ever seen and not sell anything if you don’t have customers. So, put your focus on attracting the customers you want coming to you. 

Building your brand is what will set you apart from your competitors. A strong brand identity helps to build trust and credibility with your customers. Your brand should reflect your business values, personality, and target audience. Create a logo, choose a color scheme, and develop a website and social media presence that reflects your brand identity. Consistency is key when it comes to branding, so ensure that all your marketing materials are aligned with your brand.

AND, often we think that if we just show these amazing flower pictures on social media people will buy. Honestly, that’s only part of the equation. You have to get their attention with your messaging - your words. That’s what will ultimately get them to buy. It’s what you say - are you creating something they need? Do they know they need it? Are you bringing them in with catchy copy? Put yourself in a position to dominate your market by figuring out what makes you unique and answers their biggest wants/needs/desires and you will have a winning, successful business every time. Got a website or marketing campaign already? Check out my marketing evaluator to see if your business marketing is maximized for results. 

Seek out the advice of coaching and consultants in the areas that you want help in. Get to know the things that you can do to generate more revenue and profit without costing you additional  marketing and advertising as you are starting out. And, you can also become part of florist associations where you can get additional information to help you with your business. In the United States, Society of American Florists is a great source for getting legal advice, access to florist resources, and engaging with a floral community. 

Learn how to promote your business to the local community. Talk about what you do, what you sell, show off the flowers, finished products and who you are on social media. Build that trust and expertise so that they will be open to buying from you. Package your products together to create better and different buying options. Collaborate with other vendors that complement your business so you can gain more customers that way. Follow-up with current customers in order to get repeat business. Your best customers are the ones that talk about what you do to other people. Never underestimate the power of word-of-mouth marketing!

What do I need to know in order to operate my flower business?

There are lots of ways this can be done. And, putting together the systems of how you want to operate your business will give you peace of mind as you grow. There are several categories that you’ll need to consider: Day-to-day systems (from opening to closing each day), how you want to handle payments, ordering, creating and setting up your procedures for how you do each and every task will prepare you for when you grow. 

How do I know if I need to hire someone right away?

This will all depend on how you want to structure your business. At first, outsourcing some of the tasks may be what you’ll need help with. Although, if you are starting small, I highly suggest that you get to know every area of your business so that you are more fully prepared and know who and what you need (often it’s people like bookkeepers and administrative help to get you started).

As your business grows, you may need to hire a team to help you with day-to-day operations. Hire people who share your values and are passionate about the floral industry. Look for candidates who have experience in the floral industry OR who are willing to learn. Train your team on your business processes, values, and customer service standards to ensure consistency across your business. 

What if I want to purchase an existing flower shop? Are there certain things that I need to look for?

Hands down, know your numbers so you can look at theirs and know if it’s a good fit for you to purchase! 

I’ve purchased two shops in my floral career. The first one was when I purchased Bergeron’s after being in the business for 10 years working in my mom’s basement. It was on its “last legs” and had been taken back by a previous owner because the current owners had skipped town leaving major debt, back rent due and massive loss of customers. I worked with the previous owner to negotiate a fair deal and worked with her to do a grassroots campaign to re-ignite an old mailing list (yes, snail mail - there wasn’t any email back then!) And, for me, this purchase was the blessing of my career. I owned Bergerons for over 25 years before selling it. And, during those 25 years, I also purchased another shop’s client list, phone number and website when that owner was retiring. Although I didn’t take on another leased location, having those pieces of that shop yielded another 25% increase in my sales that year as well as increasing the lifetime profit value of her old customers by giving them better service and quality that they weren’t getting previously. 

Seeing the potential and realizing there are different ways to purchase another flower shop business can be lucrative for you as long as you feel comfortable with the financials you are seeing and the reputation of the shop you are buying. 

Starting a floral business is an exciting venture that requires both creativity and business skills. It takes time, effort and education. By following some of the steps I’ve outlined for you and staying focused on your goals, you can build a thriving business that brings beauty and joy to you and your customers. With the right mindset and support, you can overcome any obstacle. 

Need some help? Reach out and I’ll be happy to help you get where you’re going. I wish you all the best in your floral business journey!