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Rose Petals – Sample Florist Business Plan
2
E
XECUTIVE
S
UMMARY
While a picture is worth a thousand words, flowers convey a million emotions. The use of flowers
to convey feelings cut across geographies, race, income and age. All across the world if there is
one common feature that binds people together, it is in expressing emotions.
Over the past decade, the demand for high quality flowers has seen substantial growth on a
yearly basis. The USA remains the largest consumer of flowers with around 67% of global flower
production being sold in that country. The floriculture industry in USA has grown by nearly 29%
over the past decade, demonstrating a huge jump in consumption levels.
In keeping with market trends and to leverage this opportunity, Rose Petals is launching a
boutique flower retail outlet in Houston, Texas. The company will provide end to end services in
the form of individual product retailing, designing of bouquets and floral decoration for large
events.
Technology will be used by Rose Petals to market its products. Updated information on the
availability of products, prices and sample designs will be made available on the website.
Customers will have the option of selecting a product or floral design and ordering them online.
The company will also provide a toll free number for customers to engage with a florist or to
place an order.
Rose Petals will work closely with the local community and participate in local events. The
company is keen to build a loyal customer base and hopes that word of mouth will be its biggest
referral avenue. While the company has a well‐defined marketing strategy, it is aware that for a
perishable product like flowers,
having a strong local market is
critical.
Catering for special dates and events
is always a challenge, as customer’s
look for value and convenience.
Rose Petals will launch a loyalty
scheme for regular customers,
through which discounts will be
offered on special events. The
company will also retail branded
chocolates, as no happy occasion can be complete without it.
Rose Petals will take a phased approach in launching its products and services. It will initially
engage through a standalone retail shop, offer on line services and on achieving a certain critical
mass will look at expanding across the USA. While the company has high ambitious, it is aware
that a phased and steady approach will be the ideal strategy to achieve its business objectives.
While the floral market is growing, it remains extremely competitive. However, Rose Petals is
confident that through a strong product range, innovative designs and well defined customer
engagement strategy, it will create a sustainable business and strong brand in the market.
In keeping with market trends and to
leverage this opportunity, Rose Petals
is launching a boutique flower retail
outlet in Houston, Texas. The company
will provide end to end services in the
form of individual product retailing,
designing of bouquets and floral
decoration for large events.
