Where are you going?

That’s the question Derek Myers, CPA, CFP, PFCI, posed to the room full of spectators at the 2017 Canadian Florist Business Forum May 29 in Vaughan.

In his presentation, “Finding Your Hidden Profits,” Myers, an accountant who’s spent more than 30 years working with retail florists, espoused the value of big picture thinking and goal making. “You can’t improve if you don’t know what you want,” he said. “You need a goal—your destination—clearly visible in your mind. This is true whether you’re trying to lose weight, learn a new skill, or increase your profit margin.”

But, of course, a goal without a plan is just a wish. Reaching the finish line requires a plan and constant dedication to it. “You have to chart your course. And you need to involve your staff in the process,” Myers said. “Think of them as your ‘crew’. If they’re not all working together on the same goal, your business—your ‘ship’—will not go anywhere.”

Though he didn’t know it at the time, Myers’ message dovetails nicely with the theme for this issue: shifting the focus from the day-to-day grind and planning for a brighter future.

We all know how chaotic the months from December through June can be. The seemingly endless string of holidays, proms, and graduations make it tough to get ahead. Immediate challenges often take priority over important, but non-timely matters, like managing your online reputation or updating your portfolio.

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Now that you have a little time to catch your breath (between weddings, of course), why not seize the opportunity to work on your business and not just in it? Here are just a few “grand plans” we have for you to tackle this summer:

  • Court corporate clients so you can enjoy more dependable cash flow all year long, as well as opportunities to flaunt your creativity
  • Fine tune your website so it shows quality images of your exclusive designs
  • Review Google Analytics data from the past year and use it plan improvements
  • Solicit feedback and set procedures to respond to customer reviews (if you aren’t doing so already)
  • Hunt for inexpensive yet intriguing props and map out visual merchandising concepts for months to come
  • Plan holiday hours, events, and specials
  • Schedule regular brainstorming meetings with your staff
  • Get acquainted with the local media and score some free publicity

You’ll find advice for all the above and more, including topics such as customer service, pricing, and social media. We hope it inspires and empowers you to finish the year on a high note.

Here’s to a very successful summer!

Katie Hendrick
Katie Hendrick is the editor-in-chief of Canadian Florist.

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