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Basically, we visited the websites of our major competitors acting as regular customers to see what we liked and did not like about their
sites.” The two created a long list of areas to improve on, including: offering fewer products and price points, offering more flower varieties such as lisianthus and cymbidium orchids, and creating a more elegant, minimalist interface. Gina comments,
If you look at one of our competitor's sites for example, a search for roses will lead to 259 results displayed over 44 pages. Too much choice leads to a cluttered looking website and customer confusion. We purposely limited our entire product line to about 30 bouquets so customers can make a decision a lot
quicker.” The website also allows users to search by flower color, earn rewards points for free flowers, get reminder emails (so you never miss another anniversary!), and specifies exactly how many stems are in each bouquet.
Josh, originally from New York, and Gina, originally from Germany, met while obtaining their MBA’s from Babson College in Wellesley, MA. The owners launched Beyond Blossoms after writing a business plan for an entrepreneurship class.
We were looking for a business that would allow us to be creative and sell something that people love. Flowers are the perfect
item, ” Josh states. In 2003, the company began servicing clients in the Boston Metro area before moving to New Hampshire in August 2004 after completing its first round of financing.
Beyond Blossoms buys its flowers straight from the grower to make sure
they're fresh. Using only 2-3 kinds of flowers in each bouquet, the company gives the arrangements a sophisticated look different from garden-style bouquets (which typically use a large mix of flowers and colors). A good example is the
company's Mediterranean Stroll Bouquet. It combines orange roses, purple trachelium, and lime green bupleurum. Each bouquet is hand-tied so recipients
don't need to do any arranging. Finally, the flowers are shipped by FedEx overnight in gift box so the recipient
doesn't have to be home for delivery.
Pricing Strategy for Retail Flower Shops How you set your prices may be one of the most important management decisions you make as an owner or manager of a retail flower shop.
When you create your profit and loss statement to assess the health of your business, you will see:
Sales minus Cost of Goods Sold equals Gross Profit.
You pay for all of your expenses with the gross profit. If you are finding that your gross profit is not enough to cover your expenses, you have two options, you can either raise gross profit by increasing sales or lowering cost of goods sold, or you can lower your ex ..
ABOUT THE AUTHOR
Dried Flower Arrangements This article presents information on finding the right Dried Flower Arrangements.
Flowers have a curious magical power over people. Not only do they add to our present but are also linked to our past. Dried flowers, in this respect, are an important part of our lives.
To dry fresh flowers, you can either freeze-dry them or air-dry them by hanging them upside down, or you can use silica gel. You could also place flowers in the microwave. To make a dried flower arrangement, place your vase on a lazy Susan, stick the base of the vase with floral clay and fix a piece of foam into you ..
The author is a principal in the company.
Josh Grossman Beyond Blossoms Gives Online Flower Shops a Facelift |
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