In this video I talk with Jennie Love of Love n Fresh Flowers for her new podcast Floral Guild Radio. Our topic for this conversation is pricing. Jennie provides her perspective as a grower and I offer my experience as a florist. We talk about issues to determine a stem price for both growers and florists including sourcing, markets, strategy and more.
// Handbook Floral Shop Accounting 101
https://safnow.org/wp-content/uploads/2017/06/FM-CPA-Brochure2017_ALL-Linked-1.pdf
//Chapters
0:00 Intro
0.50 Florist Markup
3:50 SAF Accounting Study
5:40 Pricing Tiers
8:45 Event Pricing
10:30 Retail Mark-up
13:15 Grower perspective
16:45 Pricing compromise
19:30 Local vs Wholesale
23:26 Florist Strategy
26:15 Grower Strategy
28:00 Scaling/Logistics
If you don’t know me - my name is Ellen and my dream is to build a community of flower nerds who have an endless appetite for learning and experiencing all things flowers! Join me on this channel as we learn about sustainable floral design, life as a florist and how you can make a difference in the world through flowers.
// Subscribe to my weekly flower newsletter
http://www.ellenfrost.com
// Learn with me at The Gardeners Workshop
Preparing To Sell To Florists: https://thegardenersworkshop.com/product/preparing-to-sell-to-florists/
Growing Your Business With Local Flower Sourcing: https://thegardenersworkshop.com/product/review-florist-school-online-growing-your-business-with-local-flower-sourcing-with-ellen-frost/
//Jennie's Resources
The Wedding Process
https://thegardenersworkshop.com/product/farmer-florist-school-online-the-wedding-process-with-jennie-love/
Making Workshops Work For You
https://thegardenersworkshop.com/product/making-workshops-work-for-you-with-jennie-love/
Philly Floral Guild
https://philadelphiafloralguild.com/
Floral Guild Radio Podcast
https://podcasts.apple.com/us/podcast/floral-guild-radio/id1731176743