In this solo episode, Debra digs into a big question so many florists wrestle with: when is it actually the right time to expand your flower business? Whether you’re dreaming of moving from a home studio into a shopfront, taking on a bigger lease, or hiring your first staff member, she walks through the real numbers, the hidden costs, and the systems you need in place before you take the leap.

You’ll hear why “feeling busy” isn’t enough of a reason to grow, how to check if demand for your floristry business is truly sustainable, and the simple maths you can use to work out your break-even point, contribution margin, and how many orders you actually need to cover a new lease or an employee. Debra also touches on Australian award rates, super, workers comp, and why documenting your systems is non-negotiable if you want to bring someone into the business and not go quietly mad.

She wraps up with a reminder that expansion should make your flower business better, stronger, and more profitable—not just bigger—and points you back to earlier episodes on pricing and new revenue ideas if your numbers aren’t quite where they need to be yet.

• How to tell if it’s really time to expand your floristry business (and when it’s not)

• Why consistent profitability and a cash buffer matter more than “being busy”

• Checking if demand for your flower business is truly sustainable (and why turning away low profit work can be a good thing)

• The real cost of a shop lease: rent, fit-out, power, insurance, signage, legal fees, and hidden “outgoings”

• A simple rule of thumb for working out how much extra turnover you need to cover new rent or wages

• What to consider before hiring: award wages, super, workers comp, leave loading, allowances, paid leave and public holidays in Australia

• Why documented systems and processes are essential before you bring staff into your flower shop or studio

• How to calculate your contribution margin and monthly break-even point (and what that means in actual bouquets and orders)

• Using these numbers to decide if you’re ready to grow—or if you need to strengthen your current florist business model first

• Episode 10 – Pricing 101: Setting up the right costing model for your floristry business

• Episode 11 – Five revenue ideas for your florist shop: Extra ways to boost income before you expand

In this episode, Debra chats with Franceska McCaughan, founder of The Hotel Florist®, about turning your floristry skills into steady, contract-based income with hotels and other corporate clients.

Franceska shares how she went from Googling “how to be a florist” to building a subscription-style business working with hotels, long-term care facilities, retail stores and more. She explains what hotels are actually looking for in a florist, how to confidently ask for budgets, why you need contracts in place, and how to stop giving away free flowers in the hope of ‘exposure’.

If you’re running a florist shop (or dreaming of it) and want to move beyond one-off weddings and events into reliable corporate work, this one’s for you.

We chat about:

• What a hotel florist really does and how it works

• Approaching hotels and corporates without feeling salesy

• How to talk budget and stop price-shopping in its tracks

• Why contracts matter for corporate floristry and long-term accounts

• Ideas for subscription-style flowers in smaller towns (beyond hotels)

• Simple ways to track weekly/monthly orders without overcomplicating things

• Mindset shifts to start running your floristry business like a CEO

Keywords: floristry business, running a florist shop, how to make money as a florist, how to be a florist, corporate floristry, hotel florist, corporate flower contracts, subscription floristry.

A plain-speaking check on what your shopfront (and website) is saying before you’ve said a word.

Deb shares real moments—a grimy sign, staff bickering in earshot—and turns them into a simple, repeatable audit so your space feels professional, calm and clearly… a florist.

• Why street appeal and basic cleanliness set the standard

• How staff tone shapes trust (and whether people come back)

• Visual basics: tidy counters, presentable uniforms, safety (shoes on!)

• Make it obvious you sell fresh flowers (not just gifts)

• Give your website a quick zhuzh: current pics, easy to use, no clutter

• A quick monthly “walk past and walk in” audit to keep standards up

Outside

• Signage wiped (yes, including bird poo), windows clean

• Footpath swept; entry clear and inviting

• Check it from across the street: can you read it, does it look current?

Inside

• Counter clear; no boxes piled where customers stand

• Staff tone: friendly, professional; save hard chats for out back

• Appearance: neat, tidy, work-safe

• Obvious offer: fresh flowers visible (vases or a small ready-to-go range)

Website

• Updated this quarter (copy, pricing, images)

• Loads quickly, easy to navigate

• Clearly shows you sell fresh flowers right now

The Flowery Folk Podcast is your fortnightly bloom boost for florists, floral designers and flower lovers who want to grow creatively and build a successful flower business. Hosted by Debra Pemble—an award-winning florist, educator, and founder of The Posy Crew—this podcast delivers practical tips, industry insights, and inspiring stories from across Australia’s floral community. Whether you're a seasoned florist or just starting out, you’ll find tools, strategies, and real talk to help you run a business that’s as successful as it is stunning.

www.thefloweryfolk.com

insta @thefloweryfolkemail hello@theposycrew.com.au

Find more about Debra at The Posy Crew www.theposycrew.com.au

This is an independent Podcast