Case Study: Sustainable Florist

Background

I first met Clare at a flower arranging course she was teaching at Leonardslee Gardens in Sussex and we stayed in touch via Instagram. When the pandemic hit, the bottom fell out of her sustainable floristry business which had been focused on weddings, events and in-person workshops.  

Clare got in touch during the first lockdown to ask for my help with pivoting her business. A natural teacher and award-winning florist, we decided - after completing a Strategy Day together - that the natural pivot was for Clare to deliver workshops and masterclasses and develop a portfolio of online floristry courses in her signature style.  

A Strategic Approach

During our subsequent monthly coaching sessions, I followed a similar strategic planning process to the one I used as a Chief Executive. The aim was to answer the following four seemingly simple questions in order to come up with a strategic roadmap and action plan:

1. Where was Clare’s business now?

2. Where was Clare’s business going - her envisioned future?

3. Which activities would best support her in bridging the gap?

4. How would she measure progress towards that envisioned future?

Pivoting Clare’s Business 

Clare began by creating a suite of courses from floristry fundamentals to seasonal flower arrangements, teaching students how to make sustainable arrangements in her signature style. She promoted these on Eventbrite, Instagram and to her contact list. 

Clare’s business was not set up for online marketing, so we put together a digital strategy for her business. 

• Clare set up a Facebook group for floristry enthusiasts. Here she shared a weekly tutorial where she demonstrated a set-by-step guide for a seasonal design. She encouraged members to provide support and encouragement to one another and to share their designs on social media (an example of earned marketing which broadened her reach).

• She posted her weekly tutorial on Instagram and YouTube. She promoted her Facebook group on her social media channels and encouraged viewers to sign up to her weekly newsletter. 

• Clare applied and was awarded a grant after writing her first business plan and set of financial forecasts. This grant meant she was able to commission a photographer and videographer to create all the visual assets she would need for the next year and build an enticing brand. 

• The grant also covered the costs of a new website. Unless they require a bespoke website, I advise my clients that Squarespace is the simplest way to start. For a small £15 monthly fee, Clare got a beautiful storefront, SSL certifications, high-speed web servers, and all the beginner-friendly marketing and sales tools she could possibly need to take her business online. Plus, Squarespace enabled her to effortlessly set up a private members area to house some of her tutorials. 

• We put together a PR and content marketing strategy to promote Clare’s workshops, online events and courses. Alongside this, Clare introduced a networking strategy to grow her network. 

The Results 

Not only was Clare able to replace the income she lost because of the pandemic, but her business was actually more profitable because overheads were lower. She has also built up her own customer database and follows a simple “keep in touch strategy.” (Previously the contact lists were owned by the companies she delivered events for). This allowed her to build up a mailing list for the next stage of her business - a subscription model delivering seasonal flowers to the door with a video guide explaining how to arrange them. A subscription model will create a source of regular, monthly recurring revenue and put Clare’s business on a sustainable footing. 

Work With Me

Have you enjoyed this case study? Has it helped you to see what’s possible for your business? 

If you’d like my advice and guidance to help you on you can build your business string and safe like Clare, here’s how you can book a call to discuss how we can work together. I’d love to help you grow a successful and profitable business just like Clare.