Alexander Kaptsov

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The flower business is not only profitable, but also creative. Flower products are in demand all year round, and in some holidays The relevance of selling bouquets is reaching an all-time high. Like any other activity, this business requires responsibility and planning. The main difficulties are caused by the specificity of the product: flowers are a perishable and delicate product, therefore trading place needs special organization.

Is the flower business in Russia profitable?

Retail sales do not always give stable results, and when selling plants you may encounter unusual difficulties.

Flower business has a number of undeniable advantages, but it is also not immune from risks and possible failures .

Pros of business

  • Well established flower business is highly profitable and pays for itself quite quickly.
  • The goods never remain stale, and money flows into circulation constantly.
  • Consistently high markups on products.

Cons of business

  • The need for specialized storage conditions for plants.
  • The need for careful planning of product purchases.
  • The need to find a good trading place.
  • The need for qualified employees - florists.

What is required to start a business?

In addition to other nuances, the flower pavilion is subject to an additional requirement - maintaining a special microclimate with a fixed temperature and humidity. This means that the entrepreneur will have to purchase appropriate devices.

The financial side of the issue can be solved in two ways: with the help starting capital or loan processing for business development.

The main costs will go to renting or purchasing retail space, as well as purchasing equipment and the first batch of flowers.

Costs for working materials include the following items:

  1. Shelving
  2. Containers for flowers
  3. Elements for decoration and arrangement of bouquets and compositions
  4. Florist's workplace

Some stores, in addition to the main type of product, offer related products . This could be anything related to holidays and congratulations: cards, toys, souvenirs, etc.

Who supplies flowers to the Russian Federation?

Most of the plants are imported from other countries : from the Netherlands, Italy, Georgia, Ukraine, Lithuania, Uzbekistan, Kazakhstan, Ecuador, Colombia, China, India, Israel.

In Russia They also grow their own flowers, for example, in the Krasnodar Territory there are large greenhouses that supply “live” goods throughout the country. However, domestic producers are able to satisfy only about 10 percent of market needs.

What range of plants do the main importing countries offer?

In world practice, all transactions related to the purchase/sale of flowers are processed by dealers, but in Russia there is no such link. Therefore, most domestic manufacturers focus mainly on market of Moscow and the Moscow region.

The supply of foreign goods is carried out both legally and through “gray” schemes or smuggling. Flowers are transported dry (in boxes) or wet (in containers with water).

Pricing directly depends on the size of the stem, measured without taking into account the bud. The most popular on the domestic market are roses with a stem from 60 to 80 cm long and weighing from 50 to 70 g. As the size of the flower decreases, its cost also decreases.

6 secrets to running a successful flower business

  1. Product storage
    Flowers need to be provided with a special microclimate. Extreme heat or cold significantly shortens the life of plants and spoils their presentation. The recommended storage temperature ranges from 4-8 degrees Celsius.
    There is a large number chemical substances, slowing down the process of flower wilting. For example, for successful transportation, plants are transported using a glucose solution or ascorbic acid. Upon arrival at the place, the flowers must be left in clean water during the day.
    If you intend to put your business on a “big scale”, it is important to consider the option of purchasing special refrigerators that allow you to store flowers for about a month. Such equipment is often taken on credit.
  2. Procurement planning
    The average period for selling flowers should not be more than a week. After this time, the majority of flowers begin to rapidly lose their presentation. Therefore, when setting retail prices for products, it is necessary to take into account that about 60% of all goods will remain unsold. All these inevitable losses must be included in the final cost of flowers.
    Seasonality and popular holidays are another reason why procurement planning is inevitable. For example, on September 1, March 8 and February 14, there is an expected surge in sales, when the amount of revenue in one day can be equal to the income of several months. Accordingly, you need to take care of ordering goods for these dates in advance.
    In late autumn and winter, sales volumes always fall, but the average profit may decrease slightly. This is explained by the fact that at this time of year the most expensive bouquets are sold.
  3. Work with providers
    Establishing productive relationships with suppliers is the key to successful trading. It is necessary to carefully study the terms of cooperation, compare them with offers from other companies and choose the best option.
    The main decisive points are:
    • Range
    • Delivery terms

    The retail outlet should not be left without products. Especially on the eve of holidays and dates on which flowers are given en masse. Therefore, sometimes the supplier’s ability to supply the store with goods on time is valued higher than providing any discounts.
    It is considered ideal to organize a flower business with timely deliveries of new products, when the entire range of goods is stored only at the point of sale, regularly replenished with fresh samples.

  4. Correct location

    You can start developing a flower business from a small retail outlet. However, it is important to approach the place of choice with special responsibility. As in any other trade, the correct location of the pavilion often decides the outcome of the whole matter. The store should be located on a busy street, near a bus stop, close to a shopping, entertainment or office center, etc.
    It should also be remembered that, despite the visible advantages, a promoted place may turn out to be completely unprofitable due to the presence of serious competitors. In crowded places (such as markets or metro stations) sometimes there is a whole network of already well-known stores that will be difficult to compete with.
  5. Qualified personnel

    It’s not enough to just organize a retail space. The flower business is unrealistic without a qualified florist, since often clients are attracted not so much by the price as by the appearance of the composition. Even one purchased rose can be arranged and decorated in such a way that it will give a head start to the whole bouquet.
    Experienced and talented people should be hired, and if the staff is already staffed and functioning, it would not be a bad idea to enroll subordinates in advanced training courses or seminars on mastering new floral design techniques.
    Particularly important is knowledge about biological features of this or that plant: vegetative cycles, wilting period, storage features. In addition to taking care of appearance products, do not forget that the seller constantly communicates with clients, most of whom are men. Therefore, a flower shop consultant must be sociable, pleasant to talk to and attractive in appearance.
  6. Knowledge of your business

    It is sometimes much more profitable to conduct retail trade in flowers than to engage in wholesale supplies. This is due to the fact that during point sales, substandard goods can be disguised and “revitalized.”
    For example, if a lily begins to deteriorate, they may a number of restorative manipulations:
    • Place in a container of hot water.
    • Cover with wax.
    • To freeze.
    • Treat with special chemicals.
    • Touch up.
    • Another popular trick is decorating fading petals with sparkles.
    • Black spots that appear can be removed using floral paint.

    If the storage temperature is not correct, flowers can be placed in water to which vodka, alcohol or special powder has been added. After which the plant’s marketable appearance will be restored for a short time.

Pretty flower business profitable area- according to statistics, only one store out of ten is closing. Therefore, if you decide to do it, you have made the right choice. In addition to all the so-called aesthetic beauty, it is also very profitable. This article will describe this niche in detail.

Starting investments: RUB 320,000 The number of employees: 1
Planned income per month: RUB 250,000 Market competition: High
Approximate monthly expenses: 150,000 rub. Payback: Low

Like any field, the flower business has its own nuances. Starting from the problem of finding suppliers, ending with storage and sale. Since this is a fairly competitive niche, you need to stand out from the rest. Also, success depends on many factors; take everything into account in your business plan. Starting from climatic conditions, ending with population density and infrastructure development.

The advantages of such a business:

  • high profitability;
  • several development paths;
  • possibility of gradual scaling;
  • the ability to expand the range without investment;
  • many peak periods for sales;
  • the opportunity to embody aesthetic creativity.

Disadvantages of such a business:

  • high price logistics to remote regions;
  • the problem of finding normal suppliers;
  • safety of goods;
  • dependence on the dollar exchange rate;
  • dependence on weather conditions.

Where to begin

How to open a flower business? First of all, you need to analyze the market for demand. You can do this simply, walk around the city and count existing stores. Next, you need to calculate the available capital and the cost of rent, which in this case is very expensive.

Where to get flowers

If the population of the city is about a hundred thousand people, then most likely you have large sellers. They can engage in wholesale sales. If you still couldn’t find a supplier, you need to look in the nearest big city. If this option does not work, you need to look for contacts on the Internet. It is also quite profitable to work directly with suppliers from Ecuador and Holland.

Business organization options

When you are a beginning businessman, it is advisable to choose directions and development options. In the paragraphs below, we will consider the main ones. It is also advisable to determine the range of your competence in matters of this niche. This could be the ability to decorate flowers, determine freshness, or beautifully combine a bouquet. Based on the available capital, determine which flowers you will sell, which related products, and so on.

Sale of home flowers

If you have enough free time and free territory, this is an option to start a flower business from scratch. But keep in mind that there are quite a few species of such plants. Build at least small business, in such conditions it is quite difficult. But if you live in rural areas and have your own plot, this opens up more opportunities. It is quite possible to grow flowers on the site by creating greenhouse conditions for them.

Several types of flowers that can be grown at home:

  • chrysanthemums;
  • pelargoniums;
  • tulips;
  • azaleas;
  • annual asters.

Photo gallery “Types of flowers”

Salon opening

It is fair to consider that a flower salon is an order of magnitude higher than a regular store. The difference lies in the range of services provided to clients. In the first case, this is only selling flowers and making bouquets. But in the second, this is an opportunity to order the decoration of surfaces with flowers, the creation of designer baskets, and so on. More often than not, salons even visually look more luxurious than shops.

Average cost of starting a salon:

  • rental of premises (100,000 rubles);
  • display cases and stands (70,000 rubles);
  • florist (30,000 rubles);
  • Consumables(20,000 rubles);
  • first batch (150,000 rubles).

Total: 320,000 rubles.

Online store and delivery

In the case of this group of products, you can start a business without investment. This can be done using an online store. The latter can serve both as a channel for additional sales and as a starting position in starting a business. Delivery from an online store quite strongly stimulates sales and positive reviews. The main thing in this case is the punctuality of the courier and the availability of a vehicle.

Flower business - a good choice for those who want to start their own small business. It does not require millions of dollars in investments and is suitable for individual entrepreneurs - for this field of activity it is not necessary to register a legal entity. But there are nuances that you need to know before opening a flower pavilion or florist shop.

What you need to register a flower business

To open a business, you need to register as an individual entrepreneur or LLC. The type of registration depends on the scale of the business and its profitability. For an individual entrepreneur working with a small retail outlet, the simplified taxation system (STS) is most likely suitable.

For medium-sized shops and florist salons, the ideal option is to form an LLC. There are more ways to promote and collaborate with other businesses. Possible variant taxation - single tax on imputed income (UTII).

In addition to registering an individual entrepreneur or LLC, to open a retail outlet you will also have to obtain the following documents:

  • Conclusion of the sanitary-epidemiological station
  • Trade permit
  • Certificate of conformity for floral products
  • Premises rental agreement
  • Sanitary records of workers.

In a retail space, it is better to place the trading permit, certificate and SES conclusion in a visible place - this is necessary for both inspectors and buyers.

Flower business from scratch: where to start?

Flowers are a sought-after product, especially during the holidays. However, the degree of its demand and assortment strongly depend on the social and financial status of the main consumer group that will visit the store.

Study the place where you intend to do business: determine the contingent of people who are most likely to become your customers - their habits, priorities, average income level. This analysis will help determine the most suitable pavilion format, its range and pricing policy.

Choosing a retail outlet for a flower shop

When choosing a location for a retail outlet, you should remember required condition- flower business needs good customer traffic. However, you need to understand that it is in such places that the most expensive rent is.

All premises suitable for a flower shop or shop can be divided into three groups:

  • Retail space small sizes, located near metro stations, near busy areas, on the central streets of the city. Here you can open a tent store, pavilion or toner.
  • Retail space in supermarkets, including 24-hour supermarkets. The format suitable for this type of premises is a store or shop.
  • Retail space in expensive shopping centers and separate large buildings. In such places you can open a florist salon or a flower boutique.

When choosing premises for a retail outlet, you need to find out in advance whether the rental price includes utilities, and whether rental holidays will be provided during repairs and/or installation of equipment. It is best to draw up a lease agreement in the presence of a lawyer.

Equipment

On small sites you can get by with the minimum. You will need: equipment (secateurs, scissors, wire cutters, etc.), a table for assembling and decorating bouquets, a rack, a refrigerator for storing fresh logs, vases, a chair.

In large and medium-sized retail premises, a wider range of floral services is possible, which will require the purchase of special equipment, for example a split system with a cooling function, etc. In addition, it will be necessary to purchase a cash register and register it with the tax office.

Advertising

A new retail outlet requires outdoor advertising: pillars, signs, posters, special design of the storefront (if there is one) and the entrance area. The correct choice of name (brand) and its adequate design solution are very important. If possible, you should also create your own website and maintain pages on social networks - this will contribute to the growth of a regular and loyal customer base.

Flower shop assortment

When choosing an assortment, consider your capabilities. If you open a toner or stall near a metro station, a large and varied selection is not necessary. The best sellers here are:

  • carnations (bush and regular, 2 or 3 colors);
  • chrysanthemums (bush and regular, 2 or 3 colors);
  • roses (bush and regular, 2 or 3 colors);
  • gerberas (several colors);
  • tulips (several colors, from February to the end of spring).

The assortment for a pavilion or small store (with an area of ​​20 sq. m. or more) can be expanded by increasing the variety of colors and varieties, as well as adding new types of flowers, such as irises and orchids. “Related” products wouldn’t hurt either: souvenirs, postcards, etc.

The assortment for salons and large stores (over 30 sq. m.) may look like this:

  1. a wide selection of fresh cuts (many types, varieties and colors);
  2. potted types of flowers;
  3. various additional products;
  4. fertilizers, soils, preparations for flowers and plants;
  5. information manuals.

When working with an assortment, the most important thing is established supplies. Wholesale suppliers offer products produced in the most different countries, including in Kenya, Colombia, Holland, Ecuador, as well as flowers from domestic producers. If possible, you should work with several suppliers at once in order to minimize the risks of a delivery failure or delivery of low-quality products by one of the suppliers.

It should be borne in mind that seasonality plays an important role in the flower business. Spring and autumn are the periods of maximum demand. In summer and winter, demand drops significantly. Seasonality also significantly affects the assortment: during periods of increased demand, the assortment should also increase.

The most significant period in the flower business is from February 14 to March 8. During this time, the flower shop usually makes about 20% of its annual turnover. You should prepare for this peak of sales in advance, not forgetting about the shelf life of flower logs (in the refrigerator - no more than 3 weeks).

Recruitment

To work in a street tent or small shop, it is enough to hire a person with minimal experience who can monitor the flowers and sell them. For other formats retail outlets it is necessary to hire a florist who knows how to create flower arrangements and correctly add elements to them (beads, dried flowers, ribbons, etc.) that make the bouquets festive and luxurious, which increases the added value of the product. The florist will also tell the buyer how to care for flowers and will be able to give advice on any of the plants offered for sale.

The salary of a florist with experience is from 30,000 rubles. The salary of an unqualified worker with minimal experience is from 20,000 rubles.

Medium and large format retail premises also require staff for cleaning and unloading goods.

Prices for flowers

It is better to order flowers from trusted wholesale companies that have been present on the market for a long time. A flower shop can break even in one year, provided that the goods are sold at an average markup of 150%. A markup of 200% or more is possible on holidays and pre-holidays. On normal days, the markup is unlikely to exceed 120%. It is necessary to take into account that flowers are not a long-lasting product, so prices for products not sold within 1.5–2 weeks will have to be significantly reduced.

To increase profitability, you should also provide Additional services: delivery of bouquets, catering for celebrations, corporate services, etc.

Features of the flower business

With the exception of peak sales seasons, the demand for flowers remains at approximately the same, constant level, and this level largely depends on customer traffic, which is primarily determined by the location of the outlet.

It is very important to properly organize the process of storing fresh flower cuts. The usual storage temperature is from +4 to +10 degrees. However, some flowers, such as phalaenopsis, vanda orchids and anthuriums, are stored at room temperature.

How much does it cost to open a flower business from scratch?

Using the example of a flower pavilion, let’s look at the costs of starting a business in an average city with a million people. Let's assume that a person registers an individual entrepreneur and chooses the simplified tax system.

Three months of accounting, HR and legal support FREE. Hurry up, offer is limited.

Today, the flower business is very popular among novice businessmen. Many people are interested in where to start a flower business, the profitability of a flower shop and the possibility of creating this business from scratch in small town or at home.

You can start it like this: minimal investment, and enter “in a big way” by investing a tidy sum. The cost of a flower business depends on the city, the chosen format, the features of the product range and services. Based on this, it is impossible to write a general business plan and calculate the profitability of a flower shop so that it reflects reality. In this article we will look at the nuances and risks, pros and cons of a flower business from scratch, depending on its chosen form, which will help the reader get general idea, form your opinion and individually predict the profitability of the flower business.

No one will dispute the fact that there are very few people in the world who are completely indifferent to flowers. And, passing by the window of a flower shop, we involuntarily slow down and stop to admire the bright buds of flowers, baskets with flower arrangements, and ready-made bouquets. Many people, especially women, dream of working as a florist or having their own small flower shop, or maybe a large salon, or an online store. After all, giving people a holiday every day is wonderful! Where to start a flower business?

If you decide to engage in this type of activity, first of all you need to get acquainted with its three risky features, without taking into account which many entrepreneurs quickly lose money and close down:

Seasonality.

Flowers do not grow with the same consistency and do not have a fixed price all year round. In order to correctly compose the assortment in the store and calculate the costs of subsequent purchases, you need to study the varieties of flowers and the periods of their appearance in the markets. Thus, a universal flower is the rose, which is popular and available for purchase all year round. But you can’t fill the counter with just one rose. In the spring, you should focus your assortment on all sorts of tulips, and buy carnations closer to May. In summer, the greatest variety of seasonal flowers is chamomile, gladiolus, alstroemeria, which allows you to expand the assortment. Also in summer it is necessary not to miss peonies, the season for which is extremely short, but the demand is quite high. In autumn, in addition to the chrysanthemums that have appeared, you should purchase soil, fertilizers, and pots, since this is the time to replant indoor flowers. Winter is the most expensive period for purchases; frost-resistant callas, lilies, and orchids are purchased. It is better not to plan the launch and opening of your business for the winter if you are starting from scratch.

Orientation and sufficient knowledge of information is a necessary aspect that will help you be competitive in the market, especially in a small town.

Dependence on holidays.

“Golden” days for flower gardeners are generally accepted holidays, such as February 14 (Valentine's Day) and March 8 (International Women's Day). If the business is not built competently, then the flower shop survives solely on such celebrations and makes about 10% of its annual turnover on such days. This is especially felt in a small town with the presence of a stronger competitor store.

The inseparability of flowers from holiday traditions– this is a big plus in favor of the flower business. So, a family can save on a new backpack for a child to go to school, but will not send it to the teacher on the first of September without flowers, and the bride can take Wedding Dress rent instead of buying, but will never refuse a wedding bouquet.

You should also not forget that the presence of a rush during the holidays also has several pitfalls: prices at wholesale bases increase in advance, deliveries of goods may be disrupted, and poor work of sellers and couriers distributing your goods can lead to dissatisfaction, negative reviews and subsequent customer outflow. Therefore, business owners should be especially on alert and keep everything under strict control, and novice businessmen should open from scratch not before the holiday itself, but a little in advance in order to establish a work pattern.

Perishable goods.

Flowers are an extremely short-lived product. Average duration The lifespan of a flower at the right temperature is about twenty days. Since the majority of the goods come from abroad, the cut flower lives most of its remaining life on the way to the store (especially if the store works with resellers and not with direct deliveries). There are several technologies for transporting flowers and options for receiving them from a wholesaler: buying dried flowers and then “soldering” them or flowers in water, which are immediately ready for sale, but will last much less.

Once it reaches the seller, there is no guarantee that the flower will be bought quickly. Today there are no fixed expiration dates for flowers and the return of spoiled goods, as in the grocery sector. Testimony from working businessmen regarding the amount of damaged goods written off varies: from 10% to 50% of total number goods. The profitability of a flower shop directly depends on this indicator.

There are the following ways to solve this problem:

  • reducing the price of flowers that have a short life left, and, as a last resort, selling at cost. It's better to go to zero than to go negative. An additional advantage of this option to resolve the situation will be the availability of goods and, accordingly, attracting new customers. The main thing is to teach your sellers to honestly warn about the fragility of the purchased goods instead of assuring them of their freshness, so as not to tarnish the reputation of their store;
  • use of probiotics, preservatives, citric acid and other additives. These products really help the flower look fresh and last until it is sold, but they kill the natural immunity of the flower itself. After the buyer puts flowers in ordinary water at home, bacteria from it will quickly defeat the flower, which can also have a bad effect on the store’s reputation.

How a novice businessman can choose the required format of a flower business

There are several options for the format of a flower business. It is necessary to determine what initial capital you have. Flower trading requires certain investments. The format of flower trade will depend on this.

Flower business at home from scratch.

It involves making and selling bouquets yourself.

Flower business at home - where to start? First you need to master the art of floristry, having previously completed florist courses (of which there are a lot on the Internet), read a certain amount of literature about flowers and the rules of composition, color combinations, methods of arranging bouquets, practice and get your hands on. After mastering the necessary skills, you can start making bouquets for your relatives, friends, and colleagues at work. Having shown taste and imagination, having invested your soul, you give a bouquet. In case of high-quality execution, it will be remembered not only by the person to whom the gift is intended, but also by the guests, after which word of mouth will do its job. To promote a home-based business, it is mandatory to use social networks (Vkontakte, Instagram, Facebook). It is necessary to create pages dedicated to your works, fill them with quality content, make photo reports and advertise to the required audience. How more people will see your masterpieces, appreciate them and write comments, so much the better.

This format has its pros and cons.

The advantage is that you build your own work time, you are at home, compositions and bouquets are made to order. Such a business does not require large start-up capital, equipment and premises, or hiring staff. You can allocate a shelf in your home refrigerator for flowers, and store them on the balcony in cold weather. There is no need to purchase an assortment in advance, which, in turn, insures you against their write-off, taking into account the fact that flowers are a perishable product.

However, this also entails disadvantages - flowers are bought at retail, which automatically reduces profits and profitability when selling bouquets. Customers can only become confident users Internet, which makes income from work inconsistent. Your customer will not be able to preview and touch the product being purchased, which increases the risk of returned orders. Therefore, this format of flower business is more of a hobby that brings in minimal income. Although, with diligence and diligence, your hobby can bring a good profit and become a “training field” before releasing your products offline, if, having accumulated some experience and gained experience in arranging bouquets, your desires and ambitions push you to develop further.

Flower stall/kiosk/pavilion.

The most common format for a flower business is small retail spaces with a small range of products. The main role in the profitability of this form of flower business is played by the choice of location. It should be crowded and passable. Location options: passage, stop, metro station, market, that is, places where people constantly gather. You should target buyers with average or below average incomes. Products are purchased mainly from intermediaries and local producers and are mainly rose, chrysanthemum and seasonal flowers. The cost of the flower and packaging should be low, which affects profitability.

This format also has its pros and cons.

Plus - no large investments are required. Thus, a small volume of goods and minimal equipment are purchased. Rent for a modest premises is also usually not high. During the holidays, there is a sharp increase in demand for goods, which helps to gain profit and recoup investments.

But the rest of the time the profitability of such a stall is 25-30%. The owner is his own caretaker, seller, and accountant. You can hire a salesperson. Hiring a professional florist, given the limited range of flowers, does not make sense. A very small share of the profit comes from flower packaging.

The competition is very strong. If you set out to start a flower business from scratch in a small town, you should beat your competitors in quality, the right choice places for trade, maximum expansion of the range of services. The main thing to strive for is the opening of a network of such pavilions. This will help make your services recognizable, expand your range and start purchasing goods in large quantities from direct suppliers, which will affect the freshness and price of flowers.

Flower shop.

The main difference between a flower shop and the above forms of business is the availability large area. Accordingly, the answer to the question “how to start a flower business” in this case will involve large investments.

The first thing you need to do is draw up a business plan and choose a smart passage place, purchase refrigeration equipment where vases with cut flowers will be stored, tables on which bouquets will be collected and packaged, racks for related products, computer equipment, etc.

The shop implies the presence of a florist. Will he simultaneously perform the function of a seller, or will it be two different people- you decide. Recruitment should be taken very seriously. The reputation of the store, and therefore sales and the accumulation of regular customers, will depend on the quality of services provided by employees.

The profitability of a flower shop increases due to the sale of additional products. These can be not only cut flowers in a bouquet, but also compositions, boxes and baskets of flowers created by a florist, flowers in pots, seedlings, empty pots, all kinds of fertilizers, soil, seeds, decorative stands for flowers and much more. Also, the presence of a large area makes it possible to introduce related services: gift wrapping, sale of all kinds of souvenirs, postcards, production helium balloons. This will significantly increase sales volume.

The disadvantages of such a store include the fact that it requires large costs and investments and, accordingly, pays off more slowly. But at the expense large quantity related products and a wider range of products, the store provides a fairly stable profit.

Flower boutique.

Opening a flower business in a boutique format requires significant investments and costs. But the return is much higher, due to the work of professionals and the solvency of clients. After all, such bouquets belong to the “Premium” class and are created for wealthy people.

You should find a room on the main street or in a large mall. It must be properly formatted. It's better if it's a design project. Required attributes are beautiful name and a tastefully decorated display case, expensive custom-made furniture, industrial and high-quality refrigeration equipment.

It is not enough for the seller in the flower shop to be smiling and inviting. What is needed is a professional florist with a variety of skills, who not only has a good understanding of flowers and knows how they are combined in color, but also delves into traditions and subtleties. Namely, which plants are not customary to put in one bouquet, which bouquets are suitable according to etiquette for a child, a young girl or woman, a man, a friend or a boss, which bouquet is appropriate to give depending on a specific event, and so on. When choosing this format, the assortment should include exotic, rare flowers, the losses when written off are naturally much higher.

Products purchased in a boutique must have the label of the place on them, because the buyer acquires not only the flower, but also the prestige that goes with it.

If the main question for you is how to start a flower business from scratch, then this flower business option may not be suitable due to the large investments.

Corporate orders in the flower business.

Regardless of what format of the flower business you choose, corporate orders can bring big profits, which include small bouquets of compliments to employees, huge baskets of flowers for an event, or room decoration for any event.

A flower boutique and store has a much higher chance of finding a large corporate client than a pavilion, or a person who has opened a flower business at home. But it's worth making the effort to search.

This could be a small cafe where, by agreement on mutually beneficial terms, your small bouquets will be placed on the tables, or a large wedding agency that regularly involves you in decorating tables, rooms and wedding arches with flower arrangements.

Working with a corporate client can bring profit in one go, which you cannot get in a month by selling bouquets at retail.

Equipment for flowers

As you and I see, different shapes running a flower business determines the list of equipment. Let's look at the most common items that are needed:

Cooling equipment.

No one wants to receive a rose as a gift, even the most beautiful one, on a long stem, but with dried petals and withered leaves. Therefore, when opening your own flower trading business, you need to take care of equipment that will be designed to preserve the freshness of the flower for as long as possible. In a home-based business, you can use a home refrigerator.

In other cases, the room can be equipped with an air conditioner that maintains a certain temperature. The power of the air conditioning system depends on the size of the room. These systems can work both to cool the air and to heat it. But the air conditioner keeps the temperature at 16 degrees, and cut flowers are best stored at temperatures up to 6 degrees.

The best solution, although the most expensive, is refrigeration chambers, which allow you to create the optimal temperature for storing the flower. They come in different capacities, single-chamber or double-chamber (more spacious). The main criterion when choosing is the ability to create and maintain the optimal temperature for storing the flower.

  1. Racks and showcases for flowers. They can be of any shape. Stepped, pyramidal or slide-shaped. The main thing is capacity and stability. But, since flowers are constantly watered and sprayed, the material for the rack must be strong and moisture-resistant.
  2. Tables. These are jobs for a seller and a florist. A table is necessary for packing bouquets and creating flower arrangements. It must be made of high-quality material, be smooth and stable. The optimal parameters for a table are 120 by 80, height - 75 cm. It is advisable that the table is in the field of view of customers. By observing the florist at work and the process of creating bouquets, visitors evaluate the professional skills of the workers, and for potential buyers, the creation of a beautiful bouquet serves as advertising.
  3. Equipment that can be added.

The store can also be equipped with a thermal curtain. It is usually located at the entrance to the store. Used to ensure that the weather outside does not affect the climate in the store.

For southern light-loving plants, it will be useful to purchase phytolamps. They will warm flowers at any time of the year.

In addition to all of the above, when starting a flower business you need spatulas, pruning shears, sprinklers, watering cans, plastic flower vases and much more. Also, when opening a store, do not forget about decorative elements, wrapping paper, bags, baskets, ribbons, etc.

All materials and equipment must be of high quality. After all, the conditions for storing flowers and their comfortable maintenance will ensure an increase in the duration of storage. And this will entail an increase in profits and profitability, a decrease in the payback period of the business.

Discount cards.

It is worth taking care of preparing discount cards for clients in advance. This will ensure that customers come to you again and build a database telephone numbers buyers. In the future, they can be notified by SMS messages about the availability of promotions, the arrival of fresh goods, new products, as well as congratulations on the holidays and under other pretexts to remind them of themselves.

When opening a flower pavilion, store or boutique, you need to choose the right retail equipment. The dimensions of all installations depend on the area of ​​the room. The commercial equipment market is very diverse. Furniture can be purchased either ready-made from specialized companies or made to order. Whether you use industrial refrigeration chambers or regular refrigerated counters, like in supermarkets, to store food depends on your financial capabilities.

How to organize a flower business in terms of hiring staff for the store

The organization of the personnel structure directly depends on the chosen form of flower business, as well as on your willingness to directly participate in the work or exclusively control the work of the hired personnel.

Let's consider the basic units of frames:

Florist.

This is the designer and creator of your bouquets. He must be in love with his work, have a delicate taste, understand coloristics (the science of combining colors), master the methods and generally accepted rules for composing bouquets, be interested in new products and fashion trends in the world of flowers. Today, the position of “florist” is an officially registered specialty. There are a huge variety of courses on floristry, including those that take place online. You should not thoughtlessly hire a florist who has many certificates of completion. You should double-check on the Internet the conditions for obtaining them and the reputation of the institutions that issued them. Since a florist is a creative profession, it requires talent and intuition, and not exclusively acquired knowledge. During an interview, it is worth testing the employee’s abilities in practice, place an order for him, give him several requirements, like a real buyer, and evaluate the actual performance of the work and the applicant’s taste.

In his free time from composing compositions, the florist must also care for the goods, take care of the fresh appearance and long life of the plants.

Salesman.

There are creative people and sales people. A florist is not always a good seller. Depending on the size of your business, it may be advisable to hire a separate unit - a salesperson who will communicate with visitors, count customers, and answer phone calls. He must be able to attract the client’s attention and persuade him to buy the product. To increase the incentive to bring profit to your store, it is recommended to hire a seller on the terms of a small rate and a percentage of the revenue received.

In most cases, the seller plays the role of accountant and administrator. If a business has pages on the Internet, it is the seller who posts the product range online, responds to comments and accepts online orders.

Courier.

Today there are almost no flower shops that do not have a delivery service. This is an integral part of the flower business. Depending on the scale of the business created, either a separate unit is hired - a courier with his own car, who delivers bouquets, or an agreement is made with a driver. For example, with a taxi driver who is ready to deliver flowers according to the meter, or if this is a market and there are several pavilions with flowers in a row, by agreement you can hire a common driver for everyone.

Accountant.

Flower accounting submits general rules for commercial enterprises, the sale of flowers in a store is regarded as retail. It can be maintained either by the owner or seller (by prior agreement), or by a hired accountant. Typically, accountants run several businesses, so payment for their work occurs under a contract and does not require a high monthly salary.

Security guard.

Don't forget about the costs associated with taking the store under security. If the store is 24 hours a day, the night salesperson performs the security guard function.

If you are thinking about where to start a flower business, you first need to decide what format your future store will be and estimate the amount of investment.

To open a small flower shop from scratch you will need about ten thousand dollars. You may be able to save money, but it’s still better to include exactly that amount in your expenses.

Calculate all the costs of starting a store and draw up a business plan. Having described all financial model work, you can calculate how much product needs to be sold for the store to start making a profit. Assess whether sales can reach this level. Think about how you can cut costs and increase flower sales.

You also need to decide from the very beginning whether you will work as individual entrepreneur, or open a limited liability company. Registration legal documents You can do it yourself, or you can entrust this task to professionals. It is better to trust a company that specializes in preparing documents for starting a business, especially since the difference in costs is quite small.

Once you have written a business plan and registered your company, you can begin searching for suitable premises and suppliers.

How to find a suitable premises

When searching for premises, it is important to have a good understanding of the so-called map of the trading area. It is preferable to open a store near a large business center; it is better if there are two or three of them nearby. This will attract corporate clients who often place large orders for a large number of employees. In this case, you won’t have to think about how to attract additional clients before the holidays. Several corporate orders can bring in as much profit as you make in an average month.

For a flower salon, a room with an area of ​​eighteen to thirty square meters will be sufficient.

In addition, due to its proximity to the business center, your store will more clients in a day. If people order your bouquets and arrangements for their companies because they like them, they will start ordering bouquets for themselves, for their wives, relatives, etc.

However, you need to take into account that renting premises located near a business center is much more expensive than renting in a residential area. And one more thing: it is always difficult to find a parking space near the business center.

But in any case, if you can rent a room in such a place, this is great luck, because the location of the salon at the intersection of many human flows is most advantageous. Life is in full swing during working hours, people buy more expensive bouquets for work-related occasions, but for themselves, as a rule, they take something cheaper.

Of course, you can open a store in a residential area. You will benefit significantly from renting premises; moreover, if the residential area is very large, there will be a certain circle of regular buyers living in your area. But you need to pay attention to customer flows Special attention. The ideal option is to draw a map of the area before choosing a room, see where the school is located, where are the large stores, grocery centers, etc.

If there are any offices nearby, analyze which way people go to work and which way they go from work. Even if you have already rented a room, you will still need a trading map of the area. With its help you need to plan your future work.

Before renting a room, you need to pay attention to one more very important point. Consider whether your store will be easy for customers to find. If you rent premises in the courtyards, most likely you will have problems with the flow of clients. Of course, there will be regular customers, but you shouldn’t count on a continuous influx of new visitors. A beautifully decorated shop window on a thoroughfare street is best advertising for a flower shop.

Before opening the salon, the premises need to be renovated. Nowadays there are many magazines about interior design, in which you can get a lot of ideas on how to make renovations with minimal resources, even if the room is in terrible condition.

How to choose suppliers

Now suppliers offer a very wide range. Flowers that ten years ago could only be seen in catalogs or that were brought only to order are today always available for free sale. There are many suppliers, you can choose those whose conditions are most suitable for you.

When you are just starting your business, it is better to choose suppliers who have minimum bulk purchases. This will make it possible to purchase goods more often and in small quantities. This way you can avoid buying expensive refrigeration equipment for storing flowers, and you can also determine which flowers sell better and which don’t sell as well.

What equipment will you need?

It is advisable to have a refrigerator in a flower shop, so when opening, you need to include its average cost in your expenses. At first, you can do without a refrigerator, because there are now a lot of flower supply companies, and you can buy flowers in small batches. While there are few orders, you will not need a refrigerator. But when your business is sufficiently developed, you will be able to afford a refrigerator, and you will need it.

But if you still decide to buy a refrigerator, you don’t need to place it inside the cabin, this makes an unpleasant impression on the buyer.

It is very important to properly equip your retail space. Even in the arrangement of colors there are many subtleties. You can arrange the flowers so that it visually seems like there are a lot of them. You need to be able to choose the assortment in such a way that the effect of volume is created in the salon. You will need racks and containers for flowers.

To organize normal work in the salon, at least one computer is required. A scanner, copier and fax are also needed, but they can be located at the store manager’s home, i.e., your own resources can be used to the maximum.

How to select staff

The ideal option is to hire four florists who will work in shifts. Two florists working one shift will be able to serve customers faster and fulfill more orders. Of course, you can start with two, but working alone is inconvenient. If the florist is alone in the store, he cannot go anywhere during the day. After all, he cannot close the store during his absence, so four employees is the most optimal number.

If it is not possible to hire so many employees at once, you can invite an assistant florist; his work is paid at least twice as cheap. An assistant may not work in the salon all day, but only during the time the manager is absent from the store. Students work in such positions with pleasure; they count and process flowers. You can invite assistants on weekends when store management is on vacation.

How to plan an assortment

It is necessary to carefully study the range of your competitors and understand what they are mainly selling. If some flowers are sold, it means that there is a demand for them, this must be taken into account. At the same time, there is no need to be afraid to bring something new to the business, make original offers to customers, always slightly exceed their expectations, offer more than others.

Walk around your area and see what your competitors are selling. This way you can understand what is in demand for what.

Each flower has its own lifespan and costs a certain amount of time. When a salon is just opening, you can only guess what flowers will be in demand, even if you have analyzed what your colleagues in the area are buying. Therefore, in the first months of work it is better to purchase flowers that last a long time. This will also ensure that your store is well stocked and will create the impression of abundance and a wide range. Anthurium remains fresh for a week, orchids last a very long time, especially cymbidium and dendrobium, phalaenopsis in flower pots can generally last for several months. Flowers in pots can be sold along with it, and cut for a bouquet. People willingly buy chrysanthemums both for home and as gifts, so chrysanthemums can also be purchased in large quantities. Also, the assortment must include roses and gerberas.

To start a flower shop, it is better to form a basic assortment of flowers that do not lose their presentation for a long time: anthurium, orchids, chrysanthemums.

It is very important to ensure that the assortment is wide not only in names, but also in color palette. You definitely need to buy flowers white. This White Rose, white chrysanthemums, white gerberas, white orchid. It’s more difficult with spring flowers; there must be tulips and daffodils.

Initially, you can sell bouquets in one range to see which colors will be in demand. It is also useful to come up with standard bouquets, decorated in a certain way, for a given amount, which will always be on sale. Gradually, as you build up a customer base, you will study demand, compare your sales with what flowers are sold by your competitors, and make adjustments to the cost of your bouquets and colors.

The assortment must include inexpensive houseplants.

At first, when you are still limited in funds, you can purchase indoor plants that can be sold individually or used in combination with fresh flowers. There are many such plants. For example, variegated begonia looks impressive in bouquets; speciphylum gives good volume, which can last in a bouquet for several months. Bouquets that combine indoor plants and cut flowers always look very voluminous and expensive.

You can organize an exhibition of ready-made bouquets in the salon and make a special markup for each bouquet for the design.

It is very important to correctly arrange flowers in the salon. They should not be on the same level. In addition, when arranging great importance has a smooth color transition. Let there be pink flowers next to the red ones. It is important to create the impression that there are many flowers. To do this, you can add additional indoor plants and branches; they provide volume and height. The arrangement should be stepped. You should also try to ensure that roses and any other flowers are the same length.