How to Open & Operate a Financially Successful Florist & Floral Business Both Online & Off: With Companion CD-ROM (How to Open and Operate a Financially Successful...)

This book should be called How to Open a Floral Business for Dummies by Dummies. Joking aside, an intelligent adult with general life experience, not even business experience, could have done better than this. Which led me to ask: who are the authors of this book? What success can they point to in the floral design industry that has equipped them to write this book? Their biographies in the back reveal the answer: none. The authors are writers by trade, and though they have many lovely interests such as rescued pets, photography and community theatre, they are not successful floral designers sharing their wisdom.It's as though this book was written in a complete vacuum of the real world, current business and marketing practices, internet marketing and social media. It is full of ridiculous statements of the obvious and a bunch of tautologies. I knew the book would be a disappointment when, for example, the opening chapter advised that if you're establishing a retail operation in "the countryside," then a country theme would be ideal. In another chapter, the astute authors point out that "a website has the potential to pull in customers that you never dreamed you could get." Really? What successful business nowadays doesn't have some presence established on the web? I could go on, but I feel I've already wasted enough precious time on this book. Do yourself a favor and don't waste yours.

Not any more information than the average person would know.

I currently own a Florist and was looking for some new ideas. This is a great book for someone who is in the beginning stages of purchasing or opening a new florist.

I have gotten some very useful information from this book. The cd rom has all the forms you need to get started in your business. This is a good book for an actual shop,and this is not what I'm doing at home. Still a great book.

Some great advice. A little outdated, however. CD-ROM.