I have to admit, I didn’t exactly plan on starting a business when I first discovered wood flowers. It all started as a creative side project, but before I knew it, things started to take off—and fast. Four years into business I outgrew my dining room table, guest bedroom, and two basement studios and expanded into a 3,500 square-foot warehouse! But here’s what I learned along the way: passion alone wasn’t enough to grow my business. It wasn’t until I sat down and created a solid business plan and got the consulting and coaching I needed that everything really fell into place. If you’re a wood flower florist, I know how much heart you put into your work. With a little planning and strategy, you can turn that passion into something even bigger.
Why You Need Clarity: Defining Your Unique Purpose
When I first started my wood flower business, I knew I was creating something beautiful, but it took me some time to realize the deeper meaning behind it all. Yes, a flower arrangement can brighten someone’s day, but a wood flower arrangement? It can do so much more—it’s a lasting reminder that you are loved, important, and valued.
Clarity in your business starts with understanding this deeper purpose. For me, it wasn’t just about crafting florals that last a lifetime. It was about creating something that could lift people up, remind them of the love and care that surrounds them, and commemorate the moments that truly matter. Whether it’s a wedding bouquet that symbolizes the beginning of a new chapter, a birthday gift that celebrates years of memories, or a memorial piece that honored a life well lived, my flowers were meant to be a physical reminder of how much someone is cherished, made by the hand of an artist that made them worthy of those memories.
When you understand why your business exists, it becomes easier to communicate that special message to the world. Your wood flowers aren’t just decorations—they are memory keepers, tokens of love, and symbols of joy. They represent moments that mean the most, from people who mean the most. That’s something truly powerful.
Taking the time to define this purpose gives you clarity. It allows you to move forward with confidence, knowing that your work has real, lasting impact. And when your customers understand the heart behind what you do, they’ll feel that connection too. So, before you get caught up in the daily grind, ask yourself: What makes your work unique? Why does it need to exist in the world? Once you’re clear on that, everything else can fall into place.
And, let's be honest, if you don't know why you're doing what you're doing.... should you be doing it at all?
Mapping a Path to Success: It’s All About the Process
If you're like most other creative entrepreneurs, the thought of writing a business plan might feel a little overwhelming at first. But here’s the thing—it’s not about creating a perfectly polished, formal document right away. It’s about getting your ideas out of your head and onto paper (or your laptop), so you have a clear direction for where your wood flower business is heading. Think of it as a living guide, something you’ll keep coming back to as your business grows and evolves. I've updated mine countless times and actually started from scratch after 4 years into business because things changed, which meant my plan needed to as well.
A business plan isn’t just for impressing investors or checking off a box—it’s for you. It’s a process that helps you think through every aspect of your business, so you can build it intentionally. And the good news? You can start small, take it one section at a time, and adjust as you go. It doesn’t have to be perfect, but it should give you clarity. Let’s break it down into bite-sized pieces to make it feel more manageable:
1. Executive Summary: Save this for last.
Even though it’s the first section of a business plan, the Executive Summary is actually the part you should write last. Think of it as a short version of your entire plan—a quick snapshot of everything you’ve already thought through in more detail. Once you’ve worked through all the other sections, from your story and operations to your marketing and financials, you’ll have a much clearer picture of where your business is heading. That’s when you can pull it all together into a simple, engaging summary that adds some empowerment to what you do and why you need to exist. It doesn’t have to be long, just enough to give someone a big-picture view of what your business is about and where it’s going. So, don’t stress about it upfront—focus on the details first, and the Executive Summary will practically write itself.
2. Company Description: Tell Your Story
This is your chance to talk about who you are and what you do. You’re passionate about wood flowers, so let that shine through! In the Business Description, you’ll lay out the basics of who you are and how your business is structured. Here’s what to include:
Business Name: The official name of your wood flower business.
Location: Where you operate—whether that’s from a home studio or a warehouse.
Business Structure: Are you a sole proprietor, LLC, or something else? This tells people how your business is legally set up.
What You Do: A short, clear explanation of your products or services. For example, ‘handcrafted wood flower arrangements for weddings, events, and home decor.'
Your Mission: Why does your business exist? A sentence or two about what drives your passion and what you want to achieve.
Industry Overview: A brief note on the wood flower industry—just a few lines about how it’s growing and where you fit in.
Goals: What do you want to accomplish? This could be anything from growing your client base to expanding your product offerings.
This section doesn’t need to be long—just enough to give a clear picture of what your business is all about and how it operates.
3. Market and Industry Research: Get to Know Your People
THIS IS MY FAVORITE THING! I feel like by knowing your people, you get a cheat sheet for how you can serve them best. Start by thinking about who your ideal clients are. What do they value? Why do they need your flowers? You can even look at other florists for inspiration. What makes your business stand out? Knowing your audience helps you connect with them in a more meaningful way. It’s not about competition—it’s about carving out your own space. In this section you need to include:
Target Market: Define who your ideal customers are. Consider demographics like age, gender, location, and phsycographics like buying habits, lifestyle and values. For example, are they brides-to-be, event planners, or home decorators? From what area of the country/world? Understanding your audience is key to tailoring your offerings and business model.
Customer Needs and Preferences: What do your customers value most in wood flowers? Is it longevity, customization, or price? Artistry? Quality? Knowing their preferences helps you create products that resonate. Remember - they can't care about it all like you - what is MOST important to them?
Market Size and Trends: Research the size of the wood flower market and any growth trends. Use the census bureau website to literally and mathematically find out how many of your ideal clients are in your service area. This insight shows you where the industry is headed and how your business fits in.
Industry Research: Dive into the floral industry itself. Look into the wedding industry, home decor, all of the related industries because let's be honest, there are no industry reports for wood flowers (yet)! Look at current trends, emerging technologies, and consumer behaviors. Understanding the industry landscape helps you anticipate changes and seize opportunities. As an SBDC Business Consultant, I help with this portion of research at my day job. Contact your local Small Business Development Center to see how they can assist you with your research!
Competitor Analysis: Identify your main competitors. Examine their strengths and weaknesses, the products they offer, and their pricing strategies. This helps you find gaps in the market you can fill. This isn't just other wood flower florists, its artificial and fresh florists as well as DIY options.
Unique Selling Proposition (USP): I like to shout this from the rooftops! What sets your business apart? Whether it’s your handcrafted process, the emotional significance of your flowers, or your exceptional customer service, highlight how you stand out in the market.
Pricing Strategy: Research average pricing for similar products in the industry. This ensures you position your offerings competitively while valuing your craftsmanship appropriately. Come up with a formula and PLAN to your pricing structure. You need to prove how it will work not only in the day to day, but how it will cash flow and be sustainable.
Sales Channels: Identify where you’ll sell your wood flowers—online, at local markets, or through collaborations with event planners. Knowing your sales channels helps you focus your marketing efforts effectively. Keep in mind that these need to align with your target market. You likely won't be selling to local nursing homes as a commercial client on Tik Tok shop. You need your sales channels, ideal clients and target market demographics to align.
4. Marketing & Sales: What’s Your Game Plan?
You don’t need a fancy marketing strategy right out of the gate. Just start by thinking about how you’ll get the word out. Are you active on social media? Do you want to connect with local wedding vendors? It’s all about figuring out where your clients are and how you can reach them. You can always adjust as you go, but having a rough plan in place helps guide your efforts. There is a whole other blog post on just this in the works! Be sure to come back for that one!!
5. Operations Plan: Keeping the Wheels Turning
How does your day-to-day work? Write down how you handle things like creating, packaging, and delivering your wood flowers. If you’re doing everything yourself right now, that’s okay—just take note of it. Later, you can start thinking about how you might grow, delegate, or streamline things. It’s about knowing how your business runs behind the scenes. Here are the key data points to include:
Business Location: Specify where you operate (home studio, rented space, or warehouse).
Production Process: Describe how your wood flowers are made, including:
Materials Needed: List essential supplies (e.g., sola wood, paints).
Workflow: Outline the steps from production to final arrangement.
Quality Control: Explain how you ensure product quality.
Inventory Management: Discuss how you’ll manage inventory, including stock levels and ordering processes.
Suppliers: Identify key suppliers and backup plans for materials. (Hint: having more than 1 wholesaler for flowers, greenery and containers is essential)
Equipment and Technology: List necessary tools and software for production and management.
Staffing Needs: Outline roles needed, hiring plans, and responsibilities.
Customer Fulfillment: Explain packaging and shipping methods for orders.
Operational Challenges: Identify potential challenges and solutions.
Key Performance Indicators (KPIs): List metrics to measure operational success (e.g., production time, inventory turnover).
I have a blog post here about the systems that transformed my business here that might get your wheels turning about which systems you have in place, or which you may need sooner rather than later.
6. Financial Plan: Start Where You Are
If you’re not a numbers person, don’t panic, neither am I! You don’t need to have every penny accounted for right away. Just start with the basics—what are your main costs? What are you charging for your flowers? How much do you want to make? Having a simple budget helps you see where your money’s going and how you can make sure your business is profitable. You can build on it as you go. If you want to work with an SBDC Business Consultant or SCORE mentor to create your financial projections, it is a great idea to get an expert in numbers to look at what you need to consider. If you haven't ever heard of a balance sheet, profit and loss statement or haven't taken the time to look at a cash flow analysis, it's worth a sit down with a resource that can guide you through this process. If you want to get official in your business plan , you would include the following:
Startup Costs: List all initial expenses to launch your business, including equipment, supplies, marketing, and legal fees.
Revenue Projections: Provide estimates for your sales over the next few years. Include assumptions about pricing, sales volume, and growth rates.
Expense Forecast: Outline ongoing operating costs, such as rent, utilities, supplies, marketing, and salaries.
Cash Flow Statement: Project your cash inflows and outflows over a specific period to ensure you can meet your financial obligations.
Break-even Analysis: Calculate the point at which your total revenue equals your total expenses, indicating when your business will start to be profitable.
Profit and Loss Statement: Prepare a summary of projected income and expenses over a specific period to assess overall profitability.
Funding Requirements: Specify how much funding you need to start or grow your business and potential sources (loans, investors, personal savings).
Financial Ratios: Include key ratios to evaluate financial health, such as gross margin, net profit margin, and return on investment (ROI).
If any of those terms make you squeamish (don't worry, they freaked me out for YEARS and I'm still not a pro) it's okay! This plan is as in depth or as general as you'd like. The biggest thing is that you NEED A PLAN. no matter how detailed, the process of thinking about these things is the success.
The beauty of a business plan is that it doesn’t have to be perfect—it just has to exist. It’s your map to help you figure out where you’re going and how to get there. You don’t have to tackle it all at once, and it’s something you can always come back to and update as your business grows. Just start where you are, take it step by step, and before you know it, you’ll have a plan that gives you confidence in where you’re headed.
If you would like 1:1 guidance on your business plan, I'm happy to sit down with you to hash out and create a living document in our time together. (You can register for a 1:1 coaching call here) I am here to help your success because I truly believe that the wood flower industry is going to take the world by storm. By reading this far, I think you can be a leader that helps put our sector on the map. Keep going!
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