Planning - Part 1 - Budget and fees
with WILLOW CROSSLEY
Lesson 16 of 20
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In this lesson, Willow offers a generous look into exactly how she plans a full floral scheme for a wedding or event. She takes you through her tried-and-tested timeline, as well as providing advice for setting your fees.
From the Lesson Workbook
Budget and Fees
There is a lot to think about when creating a full floral scheme for a wedding or event, so setting aside some time to make a comprehensive plan is absolutely crucial.
Timeline
A client will approach me at least 6 months in advance with a brief that details exactly what they require, the budget they have, and any visual inspirations or themes.
Discussions around budget and your fee should happen as early as possible, to avoid wasting your time and to make sure everyone is on the same page from the beginning.
I will then brainstorm ideas and love to use Pinterest as a way of collating inspiration.
Next, I compile 2-3 of my ideas into a presentation to my client to give them options to choose from. This might be different colour schemes or different interpretations of a theme.
I then like to meet my clients in person to discuss any feedback, as well as get to know them better. I will always ask the following questions.
- When is the event?
- Where will it be, is it inside or outside?
- How many attendees are there?
- What are the timings?
- Does the venue have any restrictions?
- What is the access for deliveries and transport at the venue?
- How long does the venue permit for installation and take down?
Before proceeding any further, I would ask my client to confirm the booking and sign a contract.
The answers I ascertain from my client meeting then begin to feed into the initial logistics: how big my team needs to be, and the type of transportation I need to organise.
At this stage, we begin to think about the type of flowers to include, and our starting point is always the season in which the event takes place. We will then move to thinking about colours and confirming the overall look of the displays.
Setting Your Fees
As a florist, you can set your business up in a variety of different ways.
In my business, I use the below fee structure.
- A set design fee for myself
- A day rate for each member of my team
- Charge for the flowers at cost
- Transport costs
I will add up each of these elements, plus an additional 10% for leeway, to give my client a quote ahead of the job.
Sourcebook
Find your own local grower using Flowers from the Farm
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Your Instructor
Willow Crossley
World-renowned florist, author and designer, known as the UK’s ‘Queen of Flowers’.
Willow Crossley is a professional floral stylist, creating wild and whimsical arrangements full of colour, pattern and movement for an array of top British brands (Jo Malone, OKA). She is the author of four books and is regularly featured in House & Garden and many other publications. Willow is passionate about the profound impact nature can have on how we feel, and has gained a substantial following for her down-to-earth and inclusive approach to floristry and gardening. Willow firmly advocates a sustainable approach to floristry, working with the seasons and sourcing locally grown stems wherever possible.
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