Planning - Part 2 - Creating a proposal and booking a team
with WILLOW CROSSLEY
Lesson 17 of 20
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Take a closer look into the inner workings of Willow’s business as she walks you through exactly how she creates and structures her design proposals. She also explains how to build a team around you and what is required to make an event run smoothly.
From the Lesson Workbook
Creating a Proposal and Booking a Team
It's hugely important to be able to communicate your ideas with a client, and a proposal is an invaluable way of doing this. In this lesson, I'll take you through the way I create a proposal, as well as how to gather a team to help you make your ideas a reality.
Creating a Proposal
I begin with my logo on the first page, followed by a blurb about the event that contains the essential details and information I know so far.
The event is then broken down into sections; for a wedding, this might be the church service, the dinner and the party.
For each section, I will write a more detailed blurb including initial ideas I've had, or requirements I've discussed with the client.
Following on from each blurb is a list of flower suggestions based on what is in season, and what fits the brief.
Next will be a few pages of reference images to illustrate my ideas.
I follow this structure for each section of the event.
At the end, I include a final slide with my contact details.
Gathering and Booking a Team
Over the years I have built an incredible team of freelancers that I found through word of mouth and recommendations. As soon as a client confirms a booking, I will reach out to my team and gauge who is available, then book them in.
For a large wedding with around 200-300 guests, I would look to build a team of 10 florists to work with me on the day, and 2 or 3 to help me beforehand with conditioning and preparation.
I will then book my transport; I have listed some recommendations for transportation companies below. They will collect the flowers from my studio and take them safely to the venue.
If the event is far away, I will need to book accommodation for me and my team, as well as car hire.
I also like to give my growers a preliminary booking, where I will give a rough idea of the sorts of flowers I will be looking to order, my budget and for what date.
Around 2 weeks before the event, I'll go back to my growers with my final, much more specific order. Often they aren't able to fulfill the exact quantities I've asked for, so be prepared to be led by what is available at that particular time.
Leading up to the Event
In the weeks before the event, I will begin to create spreadsheets for each section of the event detailing exactly what is required and what has been ordered.
A client will often like to book in a 'show and tell', where they can see an example of what will be created on the day. This is also a good opportunity to work out the quantities you will require.
Note: Please see the next lesson for spreadsheet templates and more information on calculating quantities.
Sourcebook
Transportation
- Pollen Crew
- White Van Gentlemen
- Man with a Van
Dutch Suppliers
- Hoek
- Flower Vision
Proposal
- Wedding proposal document
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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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