Flower business at home where to start. How to open a flower shop from scratch

In the minds of many ordinary people, the flower business is an attractive and profitable activity. However, if you take a close look at the question of how to start a flower business from scratch, many pitfalls will emerge. Having an idea of ​​the features of the flower market, all the pros and cons, will help you minimize possible risks.

The basic principle of the flower business

People in a bad mood are unlikely to go to the store to buy flowers. This means that the main task of the owner of this business is to ensure that the visitor’s excellent mood is preserved. It is important to be able to guess what the consumer wants and offer the buyer different products, depending on the event for which the bouquet is provided.

Before you start your own business in the flower field, you need to familiarize yourself with some nuances that beginners will especially come in handy.

• The markdown of goods must be made in a week, without waiting for the moment when the bouquets begin to fade;
• The landlord must provide so-called “rental holidays” (without payment), lasting 7-14 days in order to equip the premises;
• You need to find out whether utilities are included in the rental price.

Important! We should not forget that the stylishness and originality of bouquet design is the key to an inexhaustible flow of clients who always appreciate this approach.

Getting started is a troublesome task

The problem of how to open a flower business from scratch should be approached responsibly. It is primarily recommended to establish where it is wisest to start, what is needed to open a flower shop.

Collecting documents

Regardless of how much space the trade pavilion will occupy, the owner must have a certain set of documents:

• Permitting documents to engage in trade (in accordance with No. 381-FZ), for which you can apply to the district government;
• conclusion from SanEpidem. authorities that the retail space meets the required sanitary standards;
• do not forget about the book of complaints and suggestions;
• you should take care of invoices for products presented in the store;
• price list for the product offered to consumers (this item can be omitted).

A package of these documents must be presented to the buyer upon first request. But the rental agreement for the premises, a document certifying the registration of the cash register, as well as documentation for the equipment should always be at hand in case the inspection authorities come.

Each team member must have a medical record and a card indicating the employee’s last name, first name, patronymic and photograph.

Choosing a place

Perhaps the very first steps in the flower business should be aimed at determining the location of the store. This largely determines how successful the entire event will be. For some, it makes absolutely no difference where to buy flowers; any store will do, and some are ready to drive across the city to their favorite salon and buy a bouquet there.

In order not to make a mistake with a place, you need to have a clear idea of ​​potential buyers. Usually the male half is in a hurry to buy fresh, cut flowers. They will not notice elegant potted plants, preferring beautiful roses or, at worst, chrysanthemums.

Women prefer potted plants and exotic flora. Ladies who are well versed in gardening are ready to purchase various types of plants with enviable consistency, adding them to their collections. In addition to flowers, they are interested in drainage, soil, fertilizers, and decorations. Such buyers will choose a flower shop located near their home and, most likely, next to a bus stop.

Features of the range

For relatively small areas, the best option would be to sell fresh cut flowers. In such establishments, buyers will not look for indoor plants or related products. Among other things, this category of space requires quite a lot. In such stores it is recommended to sell carnations, roses, gerberas, and different types of tulips.

If the pavilion has an area of ​​more than 20 sq. m., then the varieties of goods presented should be expanded. Orchids, irises, anthuriums are added. It would be nice to expand the varietal stock of roses.
Large flower shops (with an area of ​​30 sq. m. or more) have the opportunity to add variety to the product range through indoor potted plants, soil, fertilizers and various accessories.

Area 50 sq. m. and above allows you to bring the product variety of the store to maximum values. Exotic options, large plants in pots, and a wide variety of soils will sell well here. Pavilions with a large retail area can offer packaging of products. As an option, you should start making custom postcards from fresh flowers.

Personnel is important

Resolving the issue of personnel in a business that involves selling flowers is not an easy matter and deserves special attention. The return on investment depends on how professional the sellers are. Only those who have creative thinking and developed imagination are able to work in this industry. In addition, employees are required to have special skills and knowledge in caring for different types of plants. The seller’s responsibilities include both creating custom bouquets and consulting with consumers. Whether the buyer wants to come to this pavilion again depends on the friendliness and professionalism of the consultant.

To receive special education, those interested can go to special floristry courses. However, possessing a document confirming completion of training on this issue does not mean that the employee has become a professional. A specialist must love his job; flowers are a special product that requires tenderness and respect.

Flower shop staff are supposed to have another irreplaceable quality - the ability to sell. Attracting a buyer is not an easy task, you also need to be able to do this. To stimulate such qualities, an entrepreneur can use a special salary scheme. To do this, you need to not only limit yourself to setting a standard rate for working hours, but also provide a percentage of actual sales. Thus, the employee will have the task of selling the maximum amount of goods per day in order to, accordingly, earn more.

To set up your flower business, you will need not only a trained florist and salesperson, you will also need an accountant and administrator. An online store will require a driver and courier.

Decency and honesty are the main qualities that employees must have. However, the entrepreneur himself should behave kindly with his subordinates.

Important! Any business should be built on mutual understanding between workers and employers. The success of the event depends on this.

What equipment will you need?

Those who are puzzled by the problem of how to open their own flower shop from scratch must purchase the required equipment.

You need to purchase good quality furniture; it will have flowerpots with flowers and already created bouquets on it. Those who wish have the opportunity to contact specialized companies that will be happy to offer their services for the supply of commercial equipment for various types of businesses, including everything for a flower shop. It is recommended not to forget that a flower-related business involves attracting a fairly large number of buyers. What else can interest potential consumers if not the colorful design and professionalism of the employees?!

Short shelf life is a distinctive feature of the flower business. This aspect scares some people. To extend the life of your flower garden, you should take care of purchasing special refrigerators and freezers. A less expensive option is also possible - the use of industrial refrigerators. Such equipment can be found in supermarkets and regular stores; they store meat, milk, sausages and cheese.

If a flower pavilion acquires such equipment, then it should be installed in a storage room, thereby hiding it from prying eyes. Why do buyers need to know that the rose did not come straight from Holland, as they think, but has retained its freshness and presentable appearance thanks to special storage conditions.

The benefits of doing business with flowers

For those who have planned, but do not know how to open a flower business from scratch, the issue of profitability is important. It is not difficult to calculate whether the flower business is profitable.

It should be noted that this area is perhaps one of the most profitable. The markup for 1 flower is off the charts and sometimes varies between 100-150%. If we consider the average profitability of a store selling similar products, then it can be estimated at approximately 50%, and this takes into account rental costs, wages, unforeseen expenses and defects, which cannot be avoided in this business.

Store profitability is largely determined by the experience and professionalism of the seller. It will be possible to achieve an increase in the number of goods sold due to the ability to competently compose bouquets and properly care for flowers.

Positive and negative aspects of the flower business

Before starting a flower shop business, you need to consider all the pros and cons of this event.

Among the advantages The following are worth noting:

• Fast start. Like any other business, flowers also require a certain initial capital. However, you don't need a lot of money here. 8-10 thousand dollars will be enough to open your own point near the metro or at a bus stop.
• In case of failure, it is also easy to wind down the business. It will only be necessary to get rid of the equipment by selling it, and resolve the documentary side of the issue.
• An impressive margin is a feature of this business. A rose purchased in Holland for $1 is sold here for $2, 3 and even $5.

But in flower sales there are also flaws:

• Limited shelf life. The product is short-lived and there is always a defect in a new batch, the plants quickly begin to fade and lose their presentable appearance.
• Business is seasonal. Sometimes on holidays, such as March 8, you can count on receiving your annual revenue. However, there are also “dead” seasons. Few flowers are sold in summer.

The listed nuances should be taken into account by everyone who is tormented by the question of how to open a flower shop in a small town or a metropolis with a population of millions.

How to start a flower business at home

Deciding where to start a flower business at home is not at all difficult. First you need to register an online store. Resources for its location may be as follows:

• Maintaining an independent website;
• Implementation through social networks;
• Fair sites offering various goods and services.

Any of these methods has both advantages and negative aspects. If you create your own website, you subsequently need to try to promote it, which implies certain expenses. The social network limits the possibilities, but the platform is absolutely free.

An online store has a significant advantage, which is minimal risks. To get started, you just need to find a supplier who is able to sell you the required batch of flowers in the shortest possible time.

Having an idea of ​​how to start a flower business from scratch, you will be able to minimize possible risk and implement a promising event that can bring good income.

You will learn about all the advantages and disadvantages of the flower business. Is it profitable to sell flowers, how to choose a premises for a store and decorate it correctly, what expenses should you prepare for?

Hello, dear readers of Startupoff!

A business selling flowers not only brings a stable income, but also provides aesthetic pleasure. Flower bouquets will always be in demand - as long as people celebrate, love and give each other gifts.

Flower business - a gold mine or a waste of time

Among my friends there are two families engaged in greenhouse flower growing and selling. They started growing flowers more than 10 years ago. They sell roses, carnations, gladioli, tulips, lilies, oak trees. They purchase some of the products in their stores for resale.

Analyzing their experience, I concluded that selling flowers is a difficult, labor-intensive, but very profitable business with a properly established sales system and proven growing technology.

Confirms my assumptions about the profitability of this type of business forecast for rising prices for flower products from RBC:

Advantages of a flower business

For the opening of a flower shop with an area of ​​20 sq. meters on average costs 330,000 rubles. These expenses pay off on average within 5-6 months of the store’s operation. The projected net profit at the end of the year will be 660-680 thousand rubles.

Let's consider the main advantages of this type of activity.

Small starting capital

The amount of start-up capital required to open a business depends on the scale you are aiming for. Start with a small stall to get a feel for the market conditions.

Ease of starting a business

The procedure for starting a business in this area is simple. Find a suitable place for trading, fill out the necessary documents, purchase the first batch of goods, advertise for yourself and start working.

It will take you several months to “promote”. Make a beautiful display window, advertising signs, offer affordable prices to attract buyers and gradually increase your turnover.

If necessary, the business can be easily closed, or rather, implemented. Just offer it to those who are looking for a ready-made flower business.

Large trade margin

Experts say that the average markup on flower products reaches 150%. On holidays (before March 8, September 1, school last bell), when the demand for bouquets is especially high, it exceeds these figures.

The opinion of experts is confirmed by the price level for bouquets in different Russian cities, relevant for 2017:

Possible difficulties

Every aspiring businessman faces problems and difficulties along the way.

In the “flower business” they are as follows:

1. Plants are demanding when it comes to storage conditions, so you will have to make sure that the room has optimal humidity and a comfortable temperature.
2. Perishable goods. There is a high risk of receiving a low-quality batch that will quickly deteriorate.
3. Cyclicality of demand. The maximum demand for bouquets is in March, May and September.

To avoid difficulties, analyze the market (customer demand, competitors’ assortment), plan purchases in advance, look for reliable suppliers, expand the range of products to stabilize sales throughout the year.

How much do Russians spend on flowers per year?

Another forecast for 2018-2019 based on statistics from the past 8 years from RBC:

How to sell flowers - possible ways to sell goods

Well-established sales are the key to the success of any business.

Let's look at the pros and cons of 4 ways to implement colors.

Flower pavilion

Such pavilions are located in crowded places: near metro stations, in underground pedestrian crossings, near markets.

Plus- high customer traffic, guaranteeing good turnover.

Minus This method means a lot of competition and a small retail space. Besides you, there are other entrepreneurs working in the pavilion. To compete with them, select an assortment and come up with original packaging for bouquets.

A pavilion is a great idea if you grow your own plants and have the opportunity to offer freshly cut specimens to customers every day. Customers will not ignore the freshness and quality of your products.

Flower boutique

It is distinguished from the pavilion by a larger retail area and a more diverse assortment. Here you can display not only freshly cut flowers, but also ready-made bouquets, interesting flowerpots, potted plants, arrange a florist’s workplace, and also offer customers small souvenirs or gift wrapping services.

pros is a promising, stable business that brings good income.

Minuses method - high financial costs for opening. Renting a boutique is more expensive than renting a pavilion. It has a longer payback period.

Online store

This method is suitable for a large city, in which the service of flower delivery to an office, home, or restaurant is especially valuable and convenient.

pros method - having a real retail outlet is not necessary; you can work on the principle of dropshipping.

Minuses— you need experience in real sales, experience in sales via the Internet, an established delivery system.

An online store is an excellent method of promoting a real florist boutique. It is also suitable for professional gardeners involved in greenhouse cultivation of roses, carnations, gerberas and other varieties.

The main thing is to establish Internet marketing. Use Instagram, accounts on other social networks, personal acquaintances, as well as advertisements on online trading platforms.

City markets

According to the consulting company Eventus Consulting, flower stalls and pavilions account for 66-70% of sales.

pros— high turnover, quick payback. The costs of renting a retail space and purchasing equipment and products will pay off within 3-4 months.

Minuses— small retail space, limiting the assortment. Selling flowers at the market is almost the same as selling on the street.

The method is convenient for greenhouse owners, as well as for those who do not have large start-up capital to open a store.

Step-by-step opening of a flower business - where to start?

Have you decided on the format of your flower business from scratch: pavilion, stall, boutique or online store?

It's time to think through every stage of opening your own business and bring it to life.

Step 1. Business registration

If you are going to make money by selling bouquets at the airport, in a park, at a restaurant or in a park from hand, you will not need to register a business. To open a boutique, rent a retail space at a market or in a pavilion near the metro, you cannot do without official registration. To sell flowers, choose an individual entrepreneur with a simplified taxation system.

According to OKVED, several codes correspond to this type of activity:

1. 47.76.1 — retail trade in plants, flowers and seeds.
2. 47.78.3 - trade in handicrafts and souvenirs.
3. 74.10 - activities in the field of design.
4. 64.12 — courier activities.
5. 82.92 — packaging of goods.

If you are planning to expand the activities of the enterprise, indicate the entire list of codes when registering.

Documents required for work:

• trade permit;
• industrial sanitary control program;
• contracts for disinfestation, deratization, disinfection;
• contract for maintenance of air conditioning and ventilation systems;
• contract for recycling and removal of solid household waste;
• internal store documentation;
• permission from the sanitary and epidemiological service;
• quality certificates for each type of product.

Step 2. Selecting premises for the store

The success of trade depends on the location in which the store is located. Consider crowded, walk-through places: in shopping centers, in pavilions near the metro, at public transport stops, in the central area of ​​the city, in an office center, in the basement of a residential building (on the first line by the road).

The best option to promote your business is a small detached building, but renting such a premises is more expensive than renting a “point” in a shopping center or pavilion.

An economical option for the first time is a tonar or a trailer on wheels.

Step 3. Selecting suppliers

Even if you find the perfect supplier with the perfect product, don't limit yourself to their services. It is advisable to have three trusted suppliers so that in the event of force majeure you are not left without goods.

When choosing suppliers, focus on prices, quality and assortment that they offer, consider different commercial offers.

Step 4. Purchase of equipment

Minimum set of equipment: tables, display cases, shelves, racks, refrigerators. You will also need equipment: scissors, pruning shears, tape, packaging materials, materials for floral design. Don't forget the cash register. It is not mandatory for individual entrepreneurs, but its presence increases customer confidence.

Climatic conditions are extremely important for flower products: optimal humidity, temperature and ventilation. Without a good split system, several humidifiers and heating, it is impossible to create optimal conditions.

Step 5. Decoration of the point of sale

Your product gives aesthetic pleasure, so the display case and shelves with it should be designed accordingly. Never leave fading flowers in sight. They spoil the display and the impression of the store.

Choose the interior in light colors. Order aluminum painted racks for arranging goods. Install fluorescent lamps so that the colors of packaging and products are not distorted.

Display bouquets of different varieties of plants in the window. Your salon should not only be bright, but also stylish.

Advice from professional florists: Preparing and decorating the bouquet takes a few minutes. To prevent customers from toiling around waiting for an order and from leaving the store while you are collecting a bouquet, print out several crossword puzzles, problems or logic games.

Lay them out on the counter or table. Place a couple of chairs. The wait for the order will go unnoticed by the client, and your creativity will be appreciated.

Step 6. Advertising

Make a catchy sign with the name. Make the most of your storefront. In addition to the floral arrangements on display, post information about prices or promotions. A stopper sign works well, on which every day you will write advertising text with chalk with the cost of roses, carnations, asters, chrysanthemums or other varieties, or announcements about discounts and promotions.

Use all the possibilities of advertising on the Internet. Place an ad on online trading platforms, use YouTube for video reviews of your product, recommendations on floristry. This will increase your credibility as an expert in your industry. Don't forget about the possibilities of word of mouth. Such advertising is often more effective than other methods.

Step 7. Purchase of goods and start of sales

For a pavilion, stall, or tonara, the optimal assortment is freshly cut chrysanthemums, roses, carnations, gerberas, and tulips.

It makes sense to expand the range of potted products if the area of ​​the room is more than 30 square meters. In small shops, indoor potted plants, according to experts, sell poorly, only taking up useful space.

If the area is more than 30 square meters, not only live plants in ceramic or plastic pots are appropriate here, but also soil and fertilizers for growing, as well as a wide range of cut flowers, including rare and exotic ones. Expand your assortment with seedlings of famous rose varieties from the nursery.

Complete the showcase with souvenirs: soft toys, balloons, postcards.

Main expense items

Opening your own business involves start-up costs: paying rent for premises, purchasing goods, wages of staff, purchasing the necessary equipment.

How much will it cost and what can you save on?

Rental and renovation of premises

The rental cost depends on the size of the kiosk or store, as well as the location where it is located. The closer the point is to access points, visited places, the more money you will have to spend. Optimal area: 30-45 squares.

A flower boutique needs an appropriate interior. Be prepared to invest in painting the walls, purchasing beautiful lamps, display lighting, and wall decor.

Equipment purchase

Equipment costs also depend on the area of ​​the store and the format of the business. For example, a pavilion near the metro does not need a cash register, but a large salon does. On average, it will cost you up to 160 thousand rubles to purchase commercial and climate control equipment.

Salary to employees

For work we need 1-2 florists and 2 sellers.

If you have chosen this line of work, you probably like to create compositions with your own hands, you know a lot about combining colors and choosing packaging. Work as a salesperson or florist yourself. This is a good saving at the start, plus a way to experience all the nuances and subtleties of the market.

Purchasing flowers

On average, your initial purchase will cost you up to 50,000 rubles. Don't buy large quantities from the start. Take a little of each plant variety and arrange with suppliers to deliver a fresh batch if you sell out quickly.

The costs of opening a store are shown in detail in the table:

Name	Quantity,	Price 1 piece, rub.	Total cost, rub.
Furniture, equipment, tools
Split system for air conditioning	1	16 000, 00	16 000, 00
Refrigerated display case for a store	1	50 000, 00	50 000, 00
Work table for floristry	1	7 000, 00	7 000, 00
Chair	1	1 500, 00	1 500, 00
Security and fire protection system	1	35 000, 00	35 000, 00
Laptop (computer)	1	25 000, 00	25 000, 00
Plastic vases	40	100, 00	4 000, 00
Tools and means for decorating bouquets	1	15 000, 00	15 000, 00
Legal registration of the enterprise
Fee for registration of individual entrepreneurs	1	800, 00	800, 00
Making a seal, opening a bank account, etc.	1	3 000, 00	3 000, 00
Marketing and advertising
Signboard	1	25 000, 00	25 000, 00
Naming	1	6 000, 00	6 000, 00
Promotion of the website, groups in social networks	1	30 000, 00	30 000, 00
Working capital
Flowers, plants	1	80 000, 00	80 000, 00
Fixed costs: rent, salaries, electricity, water, etc.	1	90 000, 00	90 000, 00
Total:			388 300, 00

How profitable is it to run such a business - reviews from flower businessmen

Flower business owners agree that this is a labor-intensive but profitable business. The main secret of profitability is careful planning of every action. To develop and achieve success, you need not only to analyze every step, but also to be creative, try to surprise and interest the client.

Profitable kiosks and pavilions do not focus on one type of product. Expanding the assortment, offering various services, for example, flower delivery, selling plants from the greenhouse, and gift sets increase the consumer audience.

According to reviews from the owners of this business, it is better not to start organizing it from scratch, but to buy a ready-made enterprise with an established client base and already prepared premises. Further improvement of the outlet, new items in the assortment, and an increase in the level of service are the key to stable profits.

An example of a current business idea in this industry: vending sales automation or installation of bouquet machines.

For more information about floromats, watch the video:

Conclusion

Is it profitable to sell flower products? The experience of my friends shows that yes.

* The calculations use average data for Russia

331,000 ₽

Starting investments

265,000 - 330,000 ₽

53,000 - 111,000 RUR

Net profit

5 months

Payback period

To open a small flower shop with an area of ​​20 sq. meters will require 331 thousand rubles, which will pay off for 5 months of work. Net profit in the first year of operation will be 682 thousand rubles.

1. Summary of the project "Flower Shop"

Every year the volume of the flower market is growing, which indicates the active development of the industry. Today, the florist business is a popular and profitable type of business. The goal of the project is to open a flower shop in a city with a population of more than 1 million people. The main source of income for the establishment is the sale of flower products. The target audience is the city population aged 20 to 50 with an average income.

The main advantages of a flower shop:

minimal initial costs;

high profit volumes in the long term;

business profitability is 20-30%.

To implement the project, premises with a total area of ​​20 m2 are rented, located in close proximity to the shopping center. The initial investment volume is 311,000 rubles. Investment costs are aimed at the purchase of specialized equipment: arrangement of a retail outlet, purchase of flower products. Own funds will be used to implement the project.

Financial calculations cover a three-year period of operation of the project. It is expected that after this time, business expansion will be required. According to calculations, the initial investment will pay off in the fifth month of operation. Based on the results of the first year of operation, a net profit of 682,782 rubles and a return on sales of 21% are predicted. Integral indicators of project effectiveness are presented in Table 1.

Table 1. Key project performance indicators

2. Description of the industry and company

Flowers are one of the main attributes of the holiday. The tradition of giving flowers and decorating space with them is firmly established in Russia. Therefore, flower shops always find their customers, despite the season and economic crises. The demand for flowers is a kind of reflection of the financial state of society - the richer it is, the more flowers are bought. And at the same time, even during times of crisis, flower shops actively conduct their business - only the emphasis on sales shifts, preference is given to budget options, but sales volumes do not decrease.

Over the past years, the Russian flower market has shown active growth. The dynamic development of the flower market is evidenced by market volume statistics. The market volumes are increasing every year - during the period from 2011 to 2015, the volume of the cut flower market in physical terms increased by 1/3.

Figure 1. Volume of the flower market in physical terms, billion units, 2011-15.

In monetary terms, this growth is more noticeable due to the increase in prices for flowers. During the period 2011-2015, the market volume increased by almost 40%.

Figure 2. Value volume of the flower market, billion rubles, 2011-15.

Today, the entire Russian market can be estimated at 160 billion rubles in monetary terms and 35.8 tons in physical terms. According to analysts, the Russian flower market will continue to grow. According to the analytical company GLOBAL REACH CONSULTING, the real capacity of the domestic market is estimated at 40 billion dollars.

Thus, the flower business is regarded as one of the most promising, despite the risky component. The average profitability of the flower business is constantly growing. At the same time, the likelihood of risk increases. The main threats are associated with the pronounced seasonality of the business and the high probability of incorrect planning of sales volumes of flower products. Peak sales of flowers occur in February, March, May, September and December, and the summer months are considered the “dead” season, which can cause a significant reduction in profits. In addition, flowers are not stored for long - the maximum period for their sale is limited to one week. In case of excessive purchase of flower products, the store may suffer losses. However, sellers take this risk into account when setting prices, assuming that about 60% of flowers will not be sold.

Ready ideas for your business

Another risk is heavy dependence on imports. Today, Russia ranks sixth in imports of cut flowers, and the share of imports in sales volume is about 90%. However, there is a positive trend in the share of domestic products. According to analysts, in the next ten years Russia will take second place in Europe in terms of imports after Germany. This risk consists of a possible increase in exchange rates, the likelihood of a ban on the import of flower products from some countries, tightening of customs policies, etc. Figure 3 shows the structure of flower imports by producing countries. The largest share of imports comes from the Netherlands - 44.7%, second and third places are occupied by Ecuador and Colombia with a share of supplies of 36% and 12.8%, respectively. Other countries account for only 6.5% of supplies.

Figure 3. Distribution of producing countries by volume of supplies in physical terms to the Russian Federation, 2014.

In the structure of flower supplies, 43% are roses. The second most popular flowers are chrysanthemums - 24%. The top three are completed by carnations, with a 22% share of supplies. In general, in recent years, the supply leaders have remained unchanged, but there has been a tendency to popularize exotic, unusual flowers. Recently, flower shops have been trying to diversify their assortment and attract customers with unique types of flowers.

Figure 4. Structure of flowers in the total volume of imports (in physical terms), %, 2014

Pricing in the market consists of two components - the volume of costs (exchange rates, customs duties, gasoline prices, etc. are taken into account) and fluctuations in demand - an increase in demand entails an increase in prices. On average, the pricing policy in the flower market implies a markup of 100-300% of the purchase price.

In most cases, retail sales of flowers are carried out in the format of flower pavilions and stalls - 70%, about 10% are in shops, flower salons and boutiques designed for the premium segment are less popular. Recently, online stores, which represent a less risky model of the flower business, have been gaining popularity.

Analysis of the flower market showed the relevance and demand of this business. The main advantages are the relatively quick organization and start of work, the absence of licensing of activities, a low threshold for entering the market, an acceptable level of initial investment, high demand for the product and the level of profitability. However, the disadvantages of the flower business should also be taken into account: non-standardization of products, high dependence on customs policy , exchange rates, pronounced seasonality, high level of competition.

3. Description of goods and services of the flower shop

The main activity of a florist shop is retail sale of flower cuts. For the flower business, a set of additional services is important, which form its competitive advantages. Additional services may include:

courier flower delivery service;

floral decoration for celebrations;

sale of related products (postcards, soft toys, candies, etc.);

gift wrapping;

making floral boxes with flowers and sweets;

original packaging of bouquets, for example, cone bags with a convenient handle or craft paper;

applying inscriptions and drawings to flower petals;

creation of floral compositions for decoration.

Ready ideas for your business

The range of additional services can be much wider - it depends on the format of the store and its goals. To create a list of services in a flower shop, it is recommended to study the services of competitors. Today, selling standard bouquets is a losing business model. Modern consumers value creativity, an original approach and the exclusivity of the floral services provided.

List of flower shop services:

Sale of cut flowers(rose, chrysanthemum, tulip, peony, ranunculus, hydrangea, eustoma, carnation, gerbera, alstroemeria, narcissus, orchid, lily, freesia) taking into account the seasonality of flowers;

Gift wrapping of flowers and bouquets;

Preparation of floral arrangements and bouquets;

Sales of related products(cards, gift boxes with flowers and chocolates);

Delivery of bouquets by courier service;

Floral decoration for celebrations. Premises decoration services are provided upon prior order, taking into account the client’s wishes;

Order a bouquet by phone– to save time for clients waiting for the bouquet to be made, the store provides a pre-order service. The client only needs to stop by to pay and pick up the bouquet.

4. Sales and marketing of a flower shop

Statistics for medium-sized and large cities allow us to form a typical “portrait” of a flower shop client: 57.9% are men, 42.1% are women, the average age of the buyer is 35 years, material income is average. In accordance with the statistics provided, the target audience of the store is determined - the population aged 20 to 50 years with an average income level.

At the initial stage, you should analyze the competitive environment. This will allow you to assess the level of demand and business threats, develop your competitive advantages and decide on a marketing strategy. In order to create competitive advantages and develop your customer base, in the first months of work you need to rely on cheap raw materials, affordable additional services, unusual packaging, creative services presented specifically in your store.

When planning an advertising campaign, you should take into account that promotion channels such as advertising in newspapers, radio and television in the flower business do not bring the desired effect. This is due to the fact that buying flowers is often an impulsive phenomenon - a person passes by a flower stall and decides to buy a bouquet here. Therefore, outdoor advertising will be the most effective. In addition, one of the parameters that determines the competitive advantages of a flower shop is its favorable location. The most favorable location for a retail outlet is a pavilion at the intersection of several streets with a lot of passerby traffic.

In addition, it is recommended to create a group and profile on social networks that advertises the products. Creating a website for a flower shop is not at all necessary, especially if you are planning a small flower stall. Setting prices for the flower shop's products sold should be done taking into account competitors' prices. It is important that the pricing policy is flexible enough - this will satisfy demand in both the budget and expensive price segments. To stimulate sales of flower products, bonus cards, various discounts and promotions, and a loyalty program for regular customers can be used.

You should also consider creating your own logo and branded packaging, which will become the business card of the store. Development of an exclusive style, logo and original name will cost an average of 6,000 rubles. An advertising sign will cost around 20,000, including installation. Don’t forget about this type of advertising called word of mouth. Therefore, the best advertising will be fresh flowers and the professionalism of florists who can create beautiful flower arrangements.

5. Flower shop production plan

Opening a flower shop includes six main stages, including registration, choosing a location and premises, recruiting personnel, purchasing equipment, searching for suppliers of flower products, sales planning and purchasing goods. Let's take a closer look at each of them below.

1. Registration with government agencies. Retail flower trade is an unlicensed activity, which simplifies the process of collecting the documents necessary to open a flower shop. The organizational and legal form of an enterprise can be individual entrepreneur or LLC. For a flower shop, it is recommended to register an individual entrepreneur with a simplified taxation system (“income” at a rate of 6%). Types of activities according to OKVED-2:

47.76.1 Retail trade of flowers and other plants, seeds and fertilizers in specialized stores. This is the main activity. When diversifying your flower business and having additional services, you can specify the following codes:

47.78.3 Retail trade in souvenirs, folk arts and crafts

64.12 Courier activities other than national postal activities

74.10 Activities specialized in the field of design

82.92 Packaging activities

Ready ideas for your business

It is not necessary to indicate the entire list of codes, but if you plan to further expand your business, it is recommended to enter all the listed codes that may be required in the future.

List of documents for opening a flower shop:

flower trade permit;

the sanitary production control program is obtained once after approval from Rospotrebnadzor;

contracts for deratization, disinfestation and disinfection;

contract for maintenance of the ventilation and air conditioning system;

contract for removal and disposal of solid waste;

internal documentation: disinfectant logbook;

hygienic permit from SES or relevant quality certificates.

2. Location and selection of retail premises. The main criterion for choosing a location is high traffic of people. This could be street intersections, an area near a shopping center or bus stop, or busy streets in residential areas. A retail space on the ground floor of a residential building is also suitable - as a rule, such premises are relatively cheaper. A room with an area of ​​20 m2 is suitable for a flower shop - this will be enough for a retail space and a small room for storing flowers. To implement the project, it is planned to rent premises near the shopping center. The area of ​​the rented premises is 20 m2, the average cost for a city with a population of 800-1 million people is 20,000 rubles.

3. Recruitment. The main employees of a flower shop are florists. It is recommended to take a responsible approach to choosing a florist and hire professional staff, since the quality of the services provided depends on them. If the store is open daily from 9:00 to 21:00, two florists will be required to work in shifts.

4. Purchase of equipment. In a flower shop, it is necessary to maintain a temperature from +5º to +8º C, which is comfortable for flowers. To do this, you will need to install a specialized refrigeration chamber. The cost of such equipment is 50,000-70,000 rubles, and installation costs an average of 20,000 rubles. To save money, you should consider purchasing used equipment - it will cost 20-25% less. You should also take into account the small work equipment that florists will need to make bouquets - rubles are allocated for this. Another important point is the installation of security and fire-fighting equipment, the cost of which will average 30,000 rubles.

5. Search for suppliers of flower products. This point is one of the key ones when organizing a flower business, since the operation of the store and the quality of the final product depend on the reliability of suppliers. The search for partners can be carried out through thematic forums and websites. Selecting suppliers is quite a responsible and painstaking job.

6. Sales planning and purchasing of flower products. Planning sales volumes is a very important stage, since the supply of flower products depends on it. Incorrectly calculated deadlines can lead to either store downtime or losses due to product damage. This leads to another task - an established system for the delivery of flower products. Please note that freshly cut flowers must be brought every 4-5 days. Thus, it is planned to make 5 purchases per month every 5 days. To fill a retail space of 15-20 m2, an initial purchase of approximately 70,000 rubles will be required. In this case, additional purchase of assortment will amount to 10,000-15,000 rubles.

Sales planning is based on the seasonality of the flower business. Peak sales occur on the following dates: February 14, February 23, March 8, May 9, September 1. Profit for these days can be 20-25% of the total profit for the entire month. In summer, demand drops significantly, although graduation periods and wedding days should be taken into account. An approximate graph of revenue volumes by month is presented in Fig. 5 – it shows peaks and valleys in flower sales.

Figure 5. Dynamics of sales volume of flower products by month

It is quite difficult to predict the income of a flower shop. In each specific case, it is necessary to carefully plan sales volumes, taking into account the price segment, region, competitors, etc. For forecasting in this project, average market indicators will be used. According to statistics, the sales volume in a stationary store per month is 200-250 bouquets. Based on the fact that the store will offer a variety of flowers - both inexpensive and premium - sales planning is based on a ratio of 60/40%: i.e. the number of inexpensive bouquets will be 120 pieces, and expensive ones – 80 pieces. The average price of bouquets in the inexpensive segment will be 300 rubles, in the expensive segment – ​​1,500 rubles. On average, monthly revenue will be 267,150 rubles.

Table 2. Planned sales volume of the flower shop

MONTH	INEXPENSIVE SEGMENT			EXPENSIVE SEGMENT			REVENUE PER MONTH, RUB.
	SALES VOLUME, PCS.	PRICE, RUB,	REVENUE, RUB.	SALES VOLUME, PCS,	PRICE, RUB.	REVENUE, RUB.
September
Revenue for the year:

6. Organizational plan for a flower shop

To operate a flower shop, you will need to create a staff of employees:

Director– a store manager who combines the work of an accountant and a procurement logistics specialist. The director can be the business owner himself;

Florists– employees who are involved in arranging arrangements and selling bouquets;

• Cleaning woman(part-time), cleaning the premises 3-4 times a week.

It is planned to hire two florists who will work in shifts. Work schedule: 2 through 2. Practice shows that for a successful business, flower sellers must not only be able to make bouquets and get along with customers, but also know psychology in order to offer the bouquet that the client wants to buy. This point should not be neglected, so when choosing florists you should take it into account. The total wage fund will be 72,000 rubles, and taking into account insurance payments - 93,600 rubles per month.

Table 3. Flower shop staff

Since the list of services includes the delivery of bouquets, cooperation with the courier service is necessary. Currently, the market offers various options for courier services that are interested in cooperation with legal entities. The average tariff for 1 delivery within the city is 250 rubles. Typically, stores providing such services add a markup of 50-100 rubles. Since it is quite difficult to predict the popularity of this service, profits from it are not taken into account in this project. If the business develops successfully, it is planned to hire a courier driver who would deliver flower products. At the initial stage of business, it is not profitable to have such an employee on staff.

7. Financial plan for a flower shop

The financial plan takes into account all income and expenses of the project; the planning horizon is 3 years. It is planned that after this period the establishment will need to expand its business. To start a project, it is necessary to calculate the amount of initial investment. Approximately 43% of the initial investment is in technical equipment and store furniture; 45% of investments - for the initial purchase of flower products and the formation of a fund of funds to pay rent and salaries in the first months of work, for advertising and registration - 12%. Thus, the total amount of the initial investment will be 311,000 rubles. Own funds will be used to implement the project.

Table 4. Investment costs

Name	Amount	Cost of 1 piece, rub.	Total amount, rub.
Equipment, furniture, appliances
Refrigeration showcase
Split system (for retail premises)
Floral table
Security and fire fighting equipment
Computer
Plastic vases
Decorating supplies, tools (scissors, stapler, wrapping paper, etc.)
Registration
Individual entrepreneur registration
Making a seal, opening a bank account
Working capital
Flowers and plants for floristry
Payment of salaries, rent in the first months of work

Fixed costs consist of rent, utility bills, wages, advertising costs and depreciation. The amount of depreciation charges is determined by the linear method, based on the useful life of fixed assets of 5 years. Fixed costs also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the volume of revenue. In the cost structure, the share of payroll is 47%, the purchase of flower products is 25%.

Table 5. Monthly expenses of a flower shop

8. Performance assessment

The payback period for the project with an initial investment of 251,000 rubles is 5 months. The net monthly profit of the project upon reaching planned sales volumes will be 156,000 rubles. Reaching the planned sales volume is planned for the third month of operation. Return on sales in the first year of operation is 21%. The net present value is positive and equal to 88,312 rubles, which indicates the investment attractiveness of the project.

9. Possible risks of the flower business

The flower business involves various risks that should be taken into account when planning:

Flowers are perishable goods. To avoid losses, it is necessary to constantly monitor the market and forecast demand;

The likelihood of receiving low-quality or defective goods. This risk can be reduced by choosing reliable suppliers and competently drafting the contract;


Cyclicality of the flower market and episodic demand (seasonality). It will not be possible to completely eliminate the risk, but it is possible to smooth out its impact by opening new business segments and introducing additional services;


Errors in estimating sales volumes, which can lead to the disposal of 60% of all flower products. It is possible to mitigate this risk if you collect statistical data: install a sensor at the entrance to the store that counts incoming visitors. These indicators and sales statistics will allow you to calculate the optimal purchase volume and draw up a weekly plan. Small flower shops adapt to the work format within 1-2 months;


High level of competition in the market. This risk can be reduced with a well-thought-out marketing strategy and achieving certain competitive advantages;


• Exchange rate fluctuations and the likelihood of tightening customs policy. It is possible to reduce the impact of this risk by diversifying suppliers and purchasing part of the goods from domestic manufacturers;
• Loss of space or increased rent. Since a favorable location largely determines the success of a business, changing it can entail significant costs. To minimize this risk, you should carefully select a landlord and enter into a long-term lease agreement.

The article very well describes the risks of running a flower business, but did not emphasize that one of the main factors influencing the success of this business is the location of the pavilion and the level of competition in the immediate environment. Why is this so?

First of all, because in large cities the population itself is heterogeneous. Neither by age composition, nor by income, nor by preferences. And this is important, since in different areas there is a different “average bill”, which directly affects the profitability of the business.

Secondly, where citizens with higher incomes live, in the revenue structure the share of bouquets with a floral component and having a higher profitability will be noticeably higher than in areas where mainly pensioners live.

Thirdly, it makes sense to focus on “related” products and services and increase their share in revenue, since in most cases, their “return on sales” is higher than the typical average markup for the main product.

Working on similar projects, I was often asked: what flowers are most in demand? What should be the minimum purchases and inventory balances? What should the markup be? Unfortunately, only practical experience or careful study of the market can initially answer these questions. At the same time, the “experience” is different in every city, in every district. This must always be kept in mind.

Ready-made bouquets and flowers in pots are in demand all year round. At the same time, at the very peak (September 1, Teacher's Day, March 8 and other holidays) you can make very good revenue. In general, business ideas with flowers can be considered as the start of a successful business. The main thing is to choose the right idea and implement it correctly.

Flower Business Ideas

Let us list the main options for the flower business that are relevant today in Russia.

1. Business idea - flower shop

Description: a well-located retail outlet where customers are offered bouquets of fresh flowers will quickly pay for itself. The place should be with good traffic, even better - in the city center or near a university/schools/kindergartens/large shopping centers (provided that they do not sell flowers there). You can sell flowers individually, make ready-made baskets, take orders for decorating special events or creating bouquets for certain occasions.

Subtleties of business:

• The main thing in the flower business is to successfully find a place of sale, a place of purchase and a florist. If you are just starting a business, love flowers and are good at them, you can try working alone;
• It is best to work with several suppliers at once, so as not to be left without products for sale at a decisive moment;
• The period for selling flowers from the date of purchase is no more than 1 week. Take this into account when planning your purchases. A competent florist must know ways to preserve the commercial appearance of flowers and their reincarnation, albeit temporary - tinting spots on petals with special paint, covering flowers with wax or glitter, placing them in special nutrient solutions, etc.;
• flowers need to create the necessary microclimate - humidity, air temperature. This can be organized both in the store (preferably in a separate small room with glass walls so as not to freeze the florist), and in special refrigerators for flowers (but you need a lot of money to buy them);
• In addition to cut flowers, you can sell postcards, souvenirs, and flower pots.

Flowers are one of the most popular gifts, as they are relevant for absolutely any holiday. They come in a variety of shapes and forms, and there are many unique varieties that vary in appearance and cost. The flower business is considered profitable, stable and interesting, which is why it is of interest to many entrepreneurs. In the first stages, it can be organized even at home, and if you promote it correctly, you can receive passive income in the future, since no effort will be invested in the business.

The flower selling business has both positive and negative sides. It is important to know about all the parameters before opening a business in order to start a profitable activity from scratch.

The advantages include:

The disadvantages of the job include:

• sales are uneven as they depend on the season and are also affected by various holidays;
• to get started, you need to create a correct, thoughtful and reliable business plan for a flower shop with calculations, and you can view a sample, but each store must have its own individual project;
• for high-quality business operation, a cash register is required, the use of which complicates the procedure for accounting for activities and requires registration of equipment with the tax office, and the device itself has a significant cost;
• flowers are perishable goods that require specific care, so optimal and specific conditions must be created for them;
• To get started, an entrepreneur must have complex and unusual knowledge and skills in the field of floristry in order for the flower business to be profitable and promising.

Initially, you need to register, and you can choose either an individual entrepreneur or an LLC. The most optimal choice of legal form is considered to be an individual entrepreneur. For this purpose, the following documents are prepared and submitted to the tax office:

• an application that must contain the correct OKVED codes for the selected area of ​​activity;
• a flower business can operate under a simplified taxation system, which must be switched to immediately after registration;
• a copy of the citizen’s passport and his TIN.

Trade will be reliable and controlled if a cash register is used in the process. Therefore, it is recommended to initially purchase this equipment. The device must be registered with the tax office, after which it can be used for its intended purpose. It is also advisable to obtain a stamp and open a bank account.

Choosing a store location

Where to start a flower business? It is important to decide where exactly the activity will take place. To do this, it is necessary to carry out marketing research, on the basis of which a special project will be made, and an example of it can be easily found on the Internet. It will contain basic information and nuances of opening and running a business.

You should not completely take a ready-made project, since it will not take into account the specifics of a particular region and store.

The flower business must be favorably located, since the location for this particular activity is considered a key point. The best choices are the following premises:

• next to the wedding palace;
• near high-traffic areas, which include public transport stops, large supermarkets or universal markets;
• close to a train station or bus station.

There should be parking spaces next to the store so that every client has the opportunity to comfortably drive up to the outlet. It should be possible to place outdoor advertising that will attract the attention of potential buyers, as a result of which a business from scratch can generate good income. There should be no competitors nearby who can entice customers with different promotions or other advantages.

Arrangement of the premises

Competent trading presupposes that a unified and unique concept must be formed inside the store, which will be pleasant and interesting for customers. All costs for these purposes must be included in the business opening project. An example of an interesting and exclusive design can be found on the Internet or you can go to the most famous and popular flower shops.

The following styles are considered an excellent choice:

• Rococo or Provence if the flower business is intended for high-income clients;
• hi-tech is considered an ideal solution when specializing a store for customers who prefer to constantly purchase unique new items and exquisite items;
• if not only flowers are sold in bouquets, but also flowers in boxes and pots, then such a store can be decorated in an eco-style, and only natural and safe ingredients should be used here, and such a design will act as an interesting advertisement for the business.

The store should be well lit, and natural lighting should be combined with artificial lighting, which can favorably highlight the products presented.

An important point in the arrangement is the acquisition of equipment and furniture. For this you buy:

• showcases and racks for flowers in boxes, pots or other containers;
• freezers in which you can prolong the freshness of cut flowers, which will increase the store’s income;
• a table designed for the work of a florist;
• table and cash register for efficient and correct payments to clients;
• To ensure that customers wait for their orders in comfort, it is recommended to place a sofa in the store.

An example of the proper arrangement of all elements in a room can be easily viewed on various websites on the Internet.

Compilation of product assortment

How to open a flower business from scratch that will bring good income, will be stable, sustainable and promising? To do this, a special activity project is drawn up with detailed and accurate calculations, which should indicate the nuances of compiling the assortment of goods.

When compiling the assortment, the following elements are taken into account:

• Cut flowers, the varieties of which should be numerous. The most popular are roses and chrysanthemums, tulips and mimosas, orchids and lilies, as well as many other varieties.
• Flowers in pots or boxes are in demand, but less popular compared to cut goods. An example of an excellent store suggests the presence of a large number of varieties of such flowers.
• Cultivated plants that are of interest to many potential customers. As a rule, they are purchased by retirees or people who like to spend a lot of time gardening or working with crops in the garden.
• Related products that are very profitable to sell due to a good margin. With their help, you can significantly increase profits, and this includes fertilizers, pots, literature about flowers, candles and ribbons, cards and packaging, stands and elements for creating a unique landscape design.

If you choose the assortment wisely, you can count on good demand for the store, which can generate passive and high income.

How to make a store popular?

It is important to know not only how to start a flower business, but also how to properly promote it. The following methods are used for this:

• finding corporate regular customers who will regularly order decoration for various celebrations;
• design of various portfolios, for which unique flower arrangements are created, and in the future it will be possible to create original bouquets for weddings, dates, anniversaries or other significant dates;
• advertising on radio, television or other media;
• cooperation with holiday agencies, restaurants or other establishments that can become regular customers;
• creating your own website on the Internet.

Recruitment

How to organize a flower business that will be popular among buyers? To do this, it is important to find suitable workers who will be professional florists who know how to properly care for flowers and create unique and inimitable compositions from them.

Salaries should depend entirely on revenue.

Pitfalls in starting a flower business

Starting this business from scratch is not difficult if you look at an example of a successful store in advance. However, for promising and profitable work, you need to know all the possible difficulties and pitfalls, which include:

• if you hire non-professionals, they will not be able to make unusual bouquets, so the store will not be able to compete with other establishments;
• you should not purchase a ready-made store, since a profitable business will never be sold;
• flowers need to be properly cared for and kept in optimal conditions, otherwise they will quickly lose their presentation, which will lead to constant write-offs;
• you should not skimp on creating an original store design, because otherwise it will not differ from standard retail outlets, and therefore will not attract the attention of customers;
• trade must be conducted honestly, therefore it is unacceptable to make a bouquet of fresh and half-withered flowers, since you can easily lose customers;
• on holidays, you need to clearly understand how many bouquets and flowers can actually be sold, so as not to let down buyers on pre-orders;
• It is advisable to use a cash register while working, which will simplify control over sellers.

If you know all the pitfalls, you can expect to successfully open a profitable and efficient store.

Financial calculations

The project of opening a flower business involves investing the following amount of money:

• creation of a unique design – 150 thousand rubles;
• purchase of equipment and furniture – 320 thousand rubles;
• investments in business advertising – 40 thousand rubles;
• business registration – 1 thousand rubles.

The total initial investment is equal to 1 million 51 thousand rubles. Monthly expenses:

• rent of premises per month – 40 thousand rubles;
• purchase of goods for a month – 500 thousand rubles;
• employee salaries – 105 thousand rubles;
• business advertising – 5 thousand rubles;
• taxes and utility bills - 40 thousand rubles.

Total – 690 thousand rubles. With a markup of 80%, you can expect an income of 900 thousand rubles, of which net profit is 210 thousand rubles. Profitability is at a very high level, since it is equal to – 210/900*100=23.3%.

Thus, if you open a business wisely, pay a lot of attention to its advertising, offer a good assortment and hire professionals, you can get a profitable business that will be stable and growing, and therefore can bring constant passive income in the future.