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Flower Shop Business Plan Template

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Here's the Business Plan Template's Table of Contents:

1.0 Executive Summary
1.1 Objectives
1.2 Mission
1.3 Keys to Success
2.0 Company Summary
2.1 Company Ownership
2.2 Start-up Summary
Table: Start-up
3.0 Products and Services
4.0 Market Analysis Summary
4.1 Market Segmentation
Table: Market Analysis
4.2 Target Market Segment Strategy
4.3 Service Business Analysis
4.3.1 Competition and Buying Patterns
5.0 Strategy and Implementation Summary
5.1 Competitive Edge
5.2 Marketing Strategy
5.3 Sales Strategy
5.3.1 Sales Forecast
Table: Sales Forecast
5.4 Milestones
Table: Milestones
6.0 Management Summary
6.1 Personnel Plan
Table: Personnel
7.0 Financial Plan
7.0 Financial Plan
7.1 Start-up Funding
Table: Start-up Funding
7.2 Important Assumptions
7.3 Break-even Analysis
Table: Break-even Analysis
7.4 Projected Profit and Loss
Table: Profit and Loss
7.5 Projected Cash Flow
Table: Cash Flow
7.6 Projected Balance Sheet
Table: Balance Sheet
7.7 Business Ratios
7.7 Business Ratios
Table: Ratios

Other Business Plan Outlines and samples that may interest you:

Agriculture Assisted living Auto repair Bakery Bar Beauty salon Bed and breakfast Bookkeeping Boutique Bowling alley Carpet cleaning Car wash Catering Cattle farming Charity Cleaning Coffee shop Computer repair Construction Consulting Convenience-store Cupcake Daycare Dental Dog daycare Ecommerce Electrical Embroidery Engineering Farm Fashion Fast food Film Financial advisor Fitness center Flower-shop Food Food truck Franchise Frozen yogurt Furniture store Gas station Goat farming Grocery store Gym Hairdressing Hair salon Ice cream Insurance agency Interior design Internet Internet cafe IT Jewelry Landscaping Laundromat Laundry Law firm Magazine Manufacturing Microbrewery Motel-hotel Music Nightclub Nonprofit Nursery Online-retail Photography Pizza Plumbing Poultry farming Preschool Printing Private investigator Pub Real-estate Resort Restaurant Retail School Security company Service Software Spa Sports-bar Startup Supermarket Travel agency Trucking Vegetable-farming Website

Flower Shop Business Plan Market Analysis Summary Sample

COMPANY NAME retail store is located in Williamsburg, Virginia. The wholesale operation will be located in Hampton, Virginia.

Hampton is an independent city in Virginia, and therefore not part of any Virginia county. As one of the seven major cities that comprise the Hampton Roads metropolitan area, it is on the southeastern end of the Virginia Peninsula. As of the census of 2000, there were 146,524 people, 53,887 households, and 35,888 families residing in the city.

Williamsburg is an independent city located on the Virginia Peninsula in the Hampton Roads metropolitan area of Virginia. As of the census of 2000, there are 11,998 people, 3,619 households, and 1,787 families residing in the city.

York County - As of the census of 2000, there were 56,297 people, 20,000 households, and 15,880 families residing in the county.

James City County - As of the 2000 census there were 48,102 people, 19,003 households, and 13,986 families residing in the county.

Norfolk is an independent city in the Commonwealth of Virginia - As of the census of 2000; there were 234,403 people, 86,210 households, and 51,898 families residing in the city.

Portsmouth is an independent city located in the Hampton Roads metropolitan areas of the U.S. Commonwealth of Virginia - As of the census of 2000; there were 100,565 people, 38,170 households, and 25,497 families residing in the city.

Virginia Beach is an independent city located in the Hampton Roads metropolitan area of Virginia - As of the census of 2000; there were 425,257 people, 154,455 households, and 110,898 families residing in the city.

Poquoson is an independent city located on the Virginia Peninsula, in the Hampton Roads metropolitan area - As of the census of 2000; there were 11,566 people, 4,166 households, and 3,370 families residing in the city.

Chesapeake is an independent city located in the South Hampton Roads portion of the Hampton Roads metropolitan area of Virginia - As of the census of 2000; there were 199,184 people, 69,900 households, and 54,172 families residing in the city.

Newport News is an independent city in the Hampton Roads metropolitan area of Virginia - As of the census of 2000; there were 180,150 people, 69,686 households, and 46,341 families residing in the city.

Isle of Wight County is a county located in the Hampton Roads metropolitan area of the Commonwealth of Virginia - As of the census of 2000; there were 29,728 people, 11,319 households, and 8,670 families residing in the county.

Suffolk is an independent city located in the Hampton Roads metropolitan area of Virginia - As of the census of 2000; there were 63,677 people, 23,283 households, and 17,718 families residing in the city.

Gloucester County is within the Commonwealth of Virginia in the Hampton Roads metropolitan area - As of the 2005 census, there were 38,293 people, 15,663 households, and 9,884 families residing in the county.

4.1 Market Segmentation

COMPANY NAME has the following market segments:

1. Households in Williamsburg, Virginia and the surrounding Cities and Counties for direct product purchases from the Company's retail store
2. Florists - The Company will wholesale fresh cut flowers and arrangements to florists in the Williamsburg, Virginia and the surrounding Cities and Counties.
3. Internet Sales - The Company will update their website with the ability to tie-into social media websites.
The Company will aggressively advertise during the peak selling holiday seasons; Valentine’s Day, Mother's Day, Thanksgiving and Christmas.
COMPANY NAME's market segmentation scheme is fairly straightforward, and focuses on the target market, households in the Williamsburg, Virginia and the surrounding Cities and Counties. The information contained in the market analysis table, displays the Company's main markets.

Table: Market Analysis

Market Analysis
















Potential Customers
























York County








James City County
























Virginia Beach
























Newport News








Isle of Wight County
















Gloucester County
















4.2 Target Market Segment Strategy

COMPANY NAME will target its market segments as follows:

Households - The Company will launch an aggressive advertising campaign in the Williamsburg, Virginia and surrounding areas. This will be done with direct mailers, door hangers, yellow pages, newspaper advertising, and radio advertising. Additionally the Company will update their website with the ability to tie-into social media websites. 
Wholesale to Floral shops - The Company will wholesale fresh cut flowers and arrangements to florists in the Williamsburg and surrounding areas. The Company will send a media kit to all of the florists in the targeted areas and the owner will visit shops as a personal touch and relationship will have to be formed for Florist to trust and use our service. 

4.3 Industry Analysis

Holiday purchases traditionally drive the florist industry. The holidays, along with birthdays and anniversaries, are ideal dates for purchases of fresh flowers and floral arrangements.
For reference, the following chart ranks floral purchases by holiday:


Purchase %

Valentine's Day


Mother's Day


Christmas & Hanukkah


Easter & Passover


Thanksgiving Day


Sweetest Day


Administrative Professional's Day


St. Patrick's Day


Grandparent's Day




Father's Day


Boss' Day


Source: American Floral Endowment Consumer Tracking Study

Capturing Valentine's Day Business:
Valentine's Day ranks number one in single-day holiday cut flower purchases, capturing 34 percent of transactions and 36 percent of dollar volume. Eighty percent of consumers who buy floral arrangements for the romantic holiday purchase cut flowers. According to the International Mass Retailers Association (IMRA), men are more likely to give flowers than women, and men plan to spend $95 on the average, while women plan to spend $60. The average amount spent per household is approximately $94.50, and the trend is an upward one.
To maximize Valentine's Day revenue with add-on sales, COMPANY NAME will offer special, seasonal gourmet chocolates in addition to the store's normal gourmet chocolates. Chocolates account for 75% of Valentine's Day candy sales, which totaled an estimated $1.1 billion in 2002. A survey conducted by the Chocolate Manufacturers Association revealed that 50 percent of women are likely to give a gift of chocolate to a man for Valentine's Day.

4.3.1 Competition and Buying Patterns

Profile of Traditional Buyers of Floral Arrangements:

Which households buy fresh cut flowers, how often and how much do they spend? According to the American Floral Endowment Consumer Tracking Study, consumer spending is on the rise. For example, the percentage of U.S. households making at least one fresh cut flower purchase during the year continues to increase. The frequency of consumer flower purchases is also remaining consistent.
• 27.7% of all US Household purchased fresh cut flowers at least once per year.
• The average floral purchase per buying household was 3.7 times.
• The average purchase price per buying household was $62.63.
• The most frequent purchases are women over 35, with incomes in access of $30,000 who live in metropolitan areas with populations greater than 2.5 million.
• Seventy percent of floral buys are planned purchased.

Source: American Floral Endowment Consumer Tracking Study.
COMPANY NAME has three different types of competitors:

Retail Stores - There are many retail florist shops in the Williamsburg County and surrounding County areas. These are small operations that rely on walk-in local business. Most local florists do not deliver giving COMPANY NAME an advantage.

Wholesale Florists - There are few wholesale Florists in the County. The Company's advantage is the personal relationship the owner has cultivated with growers and master distributors enabling the Company to purchase a wide variety of fresh flowers at an advantageous price.

On-line Florists - In addition to traditional florists, floral arrangements can be purchased via the Internet. Such services are offered by, 1-800-Flowers, etc. Orders are then given to local florist to deliver. When the floral arrangements arrive, they require arranging, and often the finished product may not match the photo that drove the purchase. Deliveries present another challenge if the gift recipient isn't home. The flowers are either returned to the shipper's distribution center where they remain in a box, or they are left in the box on a doorstep for an undetermined amount of time. In either situation, the quality of the live, perishable flowers is reduced. The Company's internet marketing advantage is its ability to control the buying process; from the point of order to design, arrangement and delivery to the customer.

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