The Floral CEO

How to Attract Higher-End Floral Clients (Without Lowering Your Prices)If you’re marketing yourself as “affordable” or “budget-friendly,” you may be unintentionally sabotaging your ability to build a profitable floral business.In this episode, Jen breaks down the mindset shifts and strategic decisions that help florists attract higher-budget clients — without changing who they are creatively.Because attracting premium clients isn’t just about prettier flowers.It’s about positioning, confidence, systems, and standards.In This Episode We CoverThe Biggest Pricing Mistake Florists MakeWhy calling yourself “affordable” can destroy your profitability and create a business that feels more like a low-paying job than a sustainable company.The Energy Shift That Attracts Higher-End ClientsPremium clients can smell desperation.Instead of: “Please book me.”Position yourself with: “I think we’d be a great fit.”Confidence attracts better clients.Why Minimums Change EverythingSetting a minimum does more than increase revenue.It:Protects your timeFilters inquiriesSignals expertisePositions your business as in-demandUpgrade Your LanguageSmall shifts in language signal elevated positioning.Examples:Centerpieces → TablescapesDelivery fee → Logistics & installationFlowers → Design experienceLuxury clients respond to clarity and confidence.Stop “Walmarting” Your WeddingsIf your marketing focuses on saving money, you’ll attract clients who want the cheapest option.Instead: Show abundance. Show scale. Show design.Sell the transformation — not stems.Align With the Right PlannersFull-service planners are often the gatekeepers to higher-budget weddings.Building strong planner relationships can:Increase referralsImprove client qualityElevate your brand perceptionRelationships are powerful marketing.Your Money Mindset MattersIf you believe flowers are “too expensive,” your clients will feel that energy.Ask yourself: Do I believe flowers can be worth $10,000? $30,000? $50,000?Your business will only grow to the level of what you believe is possible.Systems Create ConfidenceHigher-end weddings require systems:Labor planningDesign mechanicsInstallation logisticsTeam coordinationConfidence comes from preparation.Audit Your Online PresenceAsk yourself:Does my Instagram look elevated? Does it show scale? Does it feel intentional?Higher-end clients want to feel:InspiredConfidentSafe investing in youKey TakeawayYou don’t attract higher-end clients by lowering your prices.You attract them by raising your standards, your confidence, and your presence.Want Support Elevating Your Business?Two ways Jen can help:Business Bouquets & Branding Workshop Learn how to build a brand and portfolio that attracts better clients. http://floralceo.com/workshopThe Floral CEO Mastermind Coaching, accountability, strategy, and a powerful community of florists building profitable businesses. http://floralceo.com/mastermind 

Ever wondered how to execute a $30K–$35K large-scale event with only three weeks’ notice?In this episode, I’m breaking down exactly how I approach high-revenue, high-pressure floral events — from concept to production schedule — and why mastering event logistics can completely change your income ceiling.Because here’s the truth:If you want to pay yourself $100K as a florist…You need to know how to confidently say YES to big events.And not panic when they land in your inbox.In This Episode We Cover:🌿 1. Start With Feasible DesignWhen time is tight:Choose containers you can source quicklyConfirm rental availability earlyLeave room for substitutionsProtect quality (always order samples if needed)Transparency builds trust. Flexibility protects you.💰 2. Price for Profit (Not Ego)Before anything:Factor in rental vehicles (U-Haul, mileage, fuel)Account for additional laborInclude processing timeCharge for delivery properlyCollect a substantial depositTheir urgency is not your emergency.Big events require big down payments.📋 3. Reverse-Engineer LaborIf 40 centerpieces take 45 minutes each:That’s 40 hours of production.Plus processing time.Plus install time.Plus teardown.You cannot “midnight warrior” your way through volume.You build a team.🌸 4. Build Recipes Late (Not Early)Don’t lock yourself in too soon.Instead:Conceptualize firstWrite recipes closer to productionCheck market availabilitySource strategicallyFlexibility = power.📦 5. Production Prep is EverythingBefore flowers even arrive:Pull rental inventoryOrder candles + suppliesSoak foam in advancePrep totes for stackingCreate production + install timelineMap delivery schedulesWhen event day comes, you execute.Not scramble.Why This MattersLarge-scale events can fund your year.Three or four of these?That’s your salary.But only if:You understand logisticsYou build formulasYou price for profitabilityYou lead like a CEOConfidence in event production changes your revenue ceiling.Want to Go Deeper?Inside the Floral CEO Mastermind, we’re dedicating two full sessions to:✔ Event planning✔ Event production✔ Logistics formulas✔ Retail Mother’s Day strategyPlus you get:90+ training modulesTemplates + contractsVoxer accessReal accountabilityA room full of ambitious floristsLearn more at:👉 http://floralceo.com/mastermindYou don’t need more hustle.You need systems.

You can be booked out, exhausted, and still broke—and if that’s been you, you’re not alone. In this episode, Jen breaks down the real reasons florists struggle to make money (even with “good” revenue), and the practical shifts that turn a busy floral business into a profitable one. We’re talking pricing for profit, plugging the holes in your boat, tracking the numbers that matter, and building a business model that supports your life—not consumes it.In this episode, we cover:Why busyness is NOT the same thing as successThe moment Jen realized she was doing the most… and making nothingThe truth: profit is what’s left after flowers, labor, overhead, waste, and stressWhy florists underprice: fear, comparison, people-pleasing, and “being nice”The biggest profit leaks Jen sees (especially in delivery + service fees)How to stop saying “How can I make this work?” when the budget is unrealisticWhy you don’t need more clients—you need better marginsWhat to review right now to find the holes in your business (and plug them)The mindset shift that changes everything: “When I do something, I deserve to make money for it.”Why support matters: coaching, mastermind rooms, outside eyes, and accountabilityTakeaway Challenge (do this today):Calculate your average wedding value (or average order value if you’re retail).Pick one fee to audit (delivery/setup/service fee/product markup).Choose one boundary that protects your profit (minimum, scope, delivery radius, etc.).Ready for support?The Floral CEO Mastermind: http://floralceo.com/mastermindFloral Rockstar Workshops: http://floralceo.com/workshopWant a personalized strategy? Email jen@floralceo.com or DM Jen on Instagram.

Hello Flower friends. Today we're gonna talk about style shoots, and I've been reminded of  really like  the costs, not only  from a, you know.  Actual phy physical costs, like money, you have to pay for the flowers and all these things, but like the emotional costs and the mental energy that you're using there, it's so much bigger than I think somebody looking in on Instagram at somebody's magical moment really is.So, style shoots are super glamorous on Instagram, but let's really talk about the actual cost you. Because  that's way, way, way, way, way more than flowers. All right, so let's start off with the real cost of flowers.  You are usually not putting your shoddy foot forward, so we're not usually putting in things that are leftovers or are maybe not at their peak of their prime, usually not basic Betty Flowers you're using.Buying premium blooms, you're designing multiple pieces for content. So a ceremony, a table, a bouquet, an installation on and on.  Flowers are often not easily repurposable for paid work, so you're not like able to just, I'm gonna take all these and then tear it apart and then use it for a paid job. Usually there isn't that like great opportunity to do that. And then there's a risk of waste if designs don't photograph well, like you could potentially have something that just doesn't photograph well for some reason. Um, this is a marketing expense,  not a fun creative project. It costs money to market. In styled shoots are a way to market your business in several levels.Marketing with the pictures that you're getting in the long run. Marketing, hopefully if you have a team on board that is stellar and is, you know,  uh,  people who are usually kind of at their top of their game that are, are vendors that like to be submitted for styled shoots for potential publication. Then there's a relationship capital. The relationships that you build at these, it's just, there's just domino of value, and  I would love for you to get that value out of those situations, but I would love for you not to blow your marketing budget on one.  All right, the next one.  Is really the time costs, and nobody really talks about this, but as someone who backs into what my hourly wage is. Often and does that with coaching clients, like things take time, mood boards, conceptions, like all of those things, take time. Emailing with collaborators, coordinating schedules, chasing deliverables, packing and loading, and set up and tear down, editing content, posting, tagging, following up. You could easily put in 24 40, 22, 40 hours into one shoot.Easy.  Um, and that's time you could have spent designing for paying clients, working on your business or imagine this resting.  All right. The next one is the mental and emotional load.  This part is exhausting.  Will the photographer deliver the actual.  Like look and feel that I'm going for, will this venue share the images?Will this even attract my ideal client?  Do I choose? Did I choose? Like,  you know, you're always looking at something and you're just like, oh my God, it's so beautiful. But really, did you choose the right color palette, concept model, and all of that for the right. You know, venue and all of that with the right photographer.'cause like all these things kind of meld together. The emotional labor on this is totally real.  All right. Then there is the collaboration tax.  Even with donations, you are still coordinating a mini production.  You are often carrying the creative and logistics load because like the flowers are the prettiest part of that. I care about things being really fucking pretty when I'm doing these types of things, and  that can sometimes be dicey, so  I, I wanna make sure that I'm getting the right team in place.  All right, and then you're relying on other people's professionalism. You can't, don't control timelines, edits, or brand alignment, and sometimes you walk away with images you don't even want to use, which is a complete truth.I had this exact example when gay marriage was legalized in Minnesota.  Somebody invited me into a inclusive shoot that was basically like a pride themed. It was in June, so it was going to be published in like a local pride, um, themed magazine and on and on, and.  The photographer, like I really liked them as a person, but that was some dark and booty shit.Like they just have a darker photo style than I like to fill my feed with. I like light and airy. I think light and airy speaks to money,  and  so I spent close to a thousand dollars of flowers  and I mean, I can say that I did it and I did it for a good reason to celebrate,  but.  I didn't post those photos because they were too dark and it just wasn't my jam. All right,  then here's the hard truth. Style shoots are high effort, high emotional output,  like high cost, low certainty  from an ROI perspective. They can be,  but. They're not only the one way to build a portfolio or elevate your brand, and I think that's how most people think that they need to do it.  So  I wanna talk about why workshops could be depending on where you're at,  a smarter move. So instead of spending potentially a thousand dollars on flowers, coordinating with six vendors, hoping the photos turn out, crossing your fingers, that everything comes together, that your model shows up, that your, you know, photographer delivers and doesn't take a million years, and  your makeup artist shows up and just all of those things. Those are all like you're resting a lot of the success of this on other people. But  when you go to a workshop, you get this curated high-end installs, professional photography, intentional design for portfolio use. You get education strategy, hands-on, skill building and content that actually aligns with higher end clients.So I.  I want you to remove the guesswork and the what if anxiety and the production stress and wasted time, and really replace it with strategic brand positioning, portfolio content. You're proud of  education and confidence and an excellent real ROI like.  You actually did something. This wasn't just objective.You're like, you did something that you have this experience, you learned and you got this portfolio. It's just like so magical.  I know 'cause I have designed and put together so many styled shoots that this can be a beast.  And I have seen Floris go in and spend three, $4,000 get horse shit. Direction from the person running the style shoot.I realistically won't really do a style shoot unless I am collaborating with a, an event designer. So somebody that really lives in the design space and I have heavy impact, I. In the decisions I, and also I potentially brought the initial VIN vision to fruition. I normally just like to do run with myself, you know, like, here's the concept, I'm gonna run with it because I don't want to get.Bogged up in details that are easy for me to figure out, but we have to have like 30 minute conversations about fucking glasses. I just don't have time for that. Like I'll figure out the glasses, they'll be fine. They'll be beautiful. Like I just went and figured out all the linens for four different things that are coming up and it was just absolutely stunning.So.  If you're feeling exhausted by trying to DIY, your brand elevation through style shoots or maybe your  portfolio,  uh, elevation, there's an easier way, and I have three workshops coming up that will nail  any one of these goals. And if you want to even do two even better because then you would get a more diverse portfolio. 

Money is one of the most emotional, loaded topics in the floral industry—and it’s keeping too many florists stuck in survival mode. In this episode, Jen dives deep into the money mindset shifts florists need to make to stop undercharging, stop feeling guilty about profit, and start building a business that actually supports their life.If you’ve ever felt awkward charging what you’re worth, told yourself “I do this because I love flowers,” or normalized burnout as part of the job—this episode is your wake-up call.In this episode, we cover:Why wanting to make money does not make you greedyThe damaging “starving artist” narrative in creative industriesWhy revenue does not equal profit (and why so many florists still aren’t paying themselves)How underpricing actually hurts your clients, not just youThe invisible labor florists provide (logistics, emotional labor, problem-solving)Why your business should fund your life—not consume itThe difference between survival mode and abundance modeHow being paid well allows you to show up more creatively and confidentlyPowerful Money Mindset Shifts:Wanting more money = financial security, not greedBeing busy doesn’t mean being successfulUnderpricing isn’t generosity—it’s self-sabotageYour expertise has value beyond the flowersYou don’t have to struggle to be worthyA profitable business creates freedom, not burnoutReflection Prompts from This Episode:Where am I undercharging because I’m afraid?What would change if I truly believed I deserved to be paid well?What is one small money boundary I can set this month?What hourly rate do I actually need to feel valued for my time?Links & Resources Mentioned:Floral CEO Mastermind: https://floralceo.com/mastermindWorkshops & Education: https://floralceo.com/workshop

Valentine’s Day is over—and whether you crushed it or barely survived, the real growth happens after the holiday. In this minisode, Jen walks florists through how to do a post-holiday recap like a CEO so you can stop repeating the same chaos every year and start building a more profitable, sustainable business.If you’re tired of white-knuckling holidays and hoping “next year will be better,” this episode will show you how to turn Valentine’s (and every major holiday) into a data-driven growth strategy.In this episode, we cover:Why the money is in the review, not just the revenueHow to use data (not feelings) to make better business decisionsThe 5 areas every florist should review after Valentine’s Day:Financials (revenue, average order value, profit margin)Operations & systems (what broke, what worked)Labor & staffing (overstaffed vs understaffed)Product mix & pricing (what sold, what didn’t)Your energy & capacity (burnout prevention)How your Valentine’s data informs:Mother’s DayPromWedding seasonHiring decisionsThe CEO mindset shift from “survive it” to “optimize it”How to make future holidays more profitable without working harderFree Resource:Download the free Holiday Recap Worksheet to walk through this process step by step:👉 https://floralceo.com/holidayThis worksheet helps you review:Your numbersYour systemsYour staffingYour pricingYour own capacitySo next year, you’re not guessing—you’re leading like a CEO.

Feeling overwhelmed, stretched thin, and still wanting your floral business to grow? You’re not broken—you’re human. In this minisode, Jen breaks down 10 simple, doable actions to help you regain momentum in your business even when life feels heavy. This episode is all about compassionate strategy: tiny steps, CEO-level thinking, and getting out of freeze mode without burning yourself out.You’ll learn how to shift from emotional overwhelm into grounded action, create forward motion without needing “perfect conditions,” and refocus your energy on what actually moves the needle in your floral business.In This Episode, We Cover:Why overwhelm doesn’t mean you’re failing—it means you careHow to take action even when you feel behind or stuckThe power of micro-momentum when everything feels like “too much”How to identify the one next step that matters mostCEO-level thinking when your nervous system wants to shut downWhy consistency beats intensity when you’re overwhelmedHow to simplify your priorities when your brain feels clutteredWhat to focus on in your business when you don’t have extra energyHow to build habits that support growth (even in hard seasons)Reframing overwhelm into clarity, control, and confidenceKey Takeaway:You don’t need a perfect plan or unlimited time to grow your floral business. You need one small, intentional step that moves you forward. Momentum creates clarity. Action creates confidence. Even when life feels heavy, your business can still grow—if you choose progress over perfection.Resources & Mentions:Floral CEO Mastermind: https://floralceo.com/mastermindFloral Rockstar Workshops: https://floralceo.com/workshopConnect with Jen:Instagram: @‌thefloralceoWebsite: https://floralceo.com

🎧 SEO & Website Metrics for Florists (Simple Breakdown)Hey flower friends! I get genuinely excited when I see that lightbulb moment go off for someone in business—when things finally start to click. So today, I want to break down SEO and website performance in a really simple, practical way.There’s so much noise around websites, SEO, and analytics. Let’s cut through it and focus on what actually matters for florists.🌿 Step 1: Is Your Website Even Set Up to Convert?Before we talk numbers, ask:Is your site easy to navigate?Are pages labeled clearly?Do people land where they expect to land?Are your main revenue pillars obvious? (Weddings, events, everyday deliveries, sympathy, holidays, etc.)Your website should guide people naturally toward how you make money.📊 The Only Website Metrics You Really Need to WatchHere are the key numbers I look at when someone says, “I’m not getting enough orders.”1️⃣ Unique VisitorsThis is how many individual people visit your site.Example: 500 unique visitors + 1,000 sessions = people are returning (good sign!)2️⃣ Bounce RateThis tells you how many people land on your site and leave without doing anything.🚩 If your bounce rate is 70–75% or higher, people aren’t finding what they expected.This usually means:The page doesn’t match the search intentThe layout is confusingThe site loads slowlyThe offer isn’t clear3️⃣ Page Paths (User Flow)Where do people go once they land? Example: Home → Weddings → Gallery → Contact Form → ExitThis helps you see:What pages are workingWhere people get stuckWhere they drop off4️⃣ Time on SiteLonger time can be good… but sometimes it just means someone left the tab open. Use this metric alongside others, not alone.5️⃣ Cart Abandonment (For Ecommerce)If 10 people start checkout and only 5 finish, you’re losing 50% of potential sales.Common reasons people bail:Checkout is too complicatedToo many form fieldsSlow load timesConfusing pricingPoor mobile experienceI always recommend pretending you’re a customer and going through your own checkout process. You’ll spot issues fast.6️⃣ Conversion RateThis is HUGE.Industry averages:~3% = meh5–6% = strong10%+ = dialed inIf you have 1,000 visitors and only 10 sales, your conversion rate is 1% — which tells us something on the site isn’t working.I’ve coached florists with 10–15% conversion rates. It’s possible.🔍 Where Are Your Customers Coming From?Traffic sources matter:Google searchInstagramTikTokEmailPinterestIf TikTok brings tons of traffic but zero orders… that might not be where your buyers live.This is tracked through UTM links and Google Analytics, and it’s powerful info for deciding where to focus your marketing energy.🧠 The Big Truth:If sales are slow, you have either:An audience problem (not enough right people),A conversion problem (your site isn’t turning visitors into buyers),Or both.Data helps you know which one it is.⚠️ One Website WarningWhen you completely redo your website, you often wipe out years of SEO authority Google has built for you.Sometimes you don’t need a full rebuild — you just need:Better structureBetter messagingBetter CTAsFaster load speedCleaner checkoutA tune-up can outperform a total overhaul.🌼 Final ThoughtYour website should be your best salesperson:✔️ Clear ✔️ Easy ✔️ Data-driven ✔️ Built to convertIf you’re struggling to make sense of your numbers or feel like your site isn’t working for you, I’m always happy to jump on a 1:1 and help you find the small tweaks that can turn your website into a lead and sales machine.You deserve a site that actually works for you, not just one that “looks pretty.” 💻🌸

How to Grow Your Floral Business Revenue (Without Guessing or Burning Out)Growing your floral business revenue doesn’t start with hustling harder — it starts with clarity.In this episode, Jen breaks down how to intentionally grow revenue by looking at what’s already working, identifying where your biggest opportunities live, and creating a strategy rooted in facts — not feelings.After a full month of deep coaching sessions and mastermind strategy calls, one thing became crystal clear: florists who grow sustainably understand their numbers, track their revenue intentionally, and make decisions like CEOs.If you’ve ever said:“I want to make more money, but I don’t know where to start”“I’m booked, but I’m not profitable”“I feel busy but unsure if I’m actually growing”This episode is for you.In this episode, you’ll learn:Why “I want to grow by 10%” is not a strategy — and what to do insteadHow to break down your revenue by category (weddings, funerals, corporate, a la carte, etc.)How to identify which part of your business has the most growth potentialTwo main ways to grow revenue:Increasing your average order valueIncreasing the number of aligned clientsHow small pricing adjustments (delivery, setup, labor, service fees) can unlock thousands in revenueWhy tracking and forecasting your weddings changes how you make decisionsHow upsells, thoughtful design suggestions, and month-out calls can increase revenue without more bookingsWhy paying yourself should be a forethought, not an afterthoughtHow cutting expenses and improving margins can increase take-home pay without more workWhy running your business on data (not vibes) is a CEO moveKey takeaways:✔ Revenue growth comes from reflection + forecasting✔ You don’t need more bookings — you need better strategy✔ Knowing your numbers gives you power, confidence, and options✔ Paying yourself is non-negotiable — this is a business, not a hobbyTools & resources mentioned:Profit First (book & audiobook)Simple revenue tracking spreadsheetsForecasting your booked weddings throughout the yearReady for support?If this episode made you realize you need help building a real growth strategy, Jen offers:1:1 private coaching sessions Coaching Call-1 hr. $ - Jeni BechtThe Floral CEO Mastermind — monthly strategy, Q&A, and CEO-level support👉 Learn more at Floral CEO MastermindYou deserve a business that pays you well, supports your life, and grows with intention.This is your sign to stop guessing — and start leading.

In this minisode, Jen breaks down the 10 habits she consistently sees in florists who are thriving—financially, creatively, and mentally. Inspired by Atomic Habits and grounded in real coaching conversations with florists at every stage, this episode isn’t about doing more. It’s about doing the right things consistently.If you’ve ever wondered why some florists seem calm, confident, booked, and profitable—this episode pulls back the curtain.In this episode, we cover:Successful florists plan before they designCalm wedding days come from preparation—not talent alone. Timelines, recipes, mechanics, and labor are reviewed before flower week ever starts.They know their numbers (even if they hate them)Average wedding value, labor costs, and profit margins matter. Profitable florists make decisions based on facts, not feelings.They communicate clearly and confidentlyNo over-explaining. No apologizing for pricing. Clear, calm communication builds trust and authority.They say no more than they say yesBoundaries protect energy, creativity, and profitability. Saying no is a business strategy—not a failure.They take action before they feel readyConfidence is built through action. Posting, raising prices, and trying new designs all come before feeling “ready.”They build systems that support busy seasonsTemplates, workflows, and checklists reduce stress and prevent burnout when things get hectic.They protect their creativityCreativity is treated like a resource—not something to drain dry. Successful florists intentionally seek inspiration and avoid burnout work.They show up consistently (not constantly)Sustainable marketing rhythms beat burnout posting cycles. Visibility comes from consistency, not volume.They evolve instead of staying stuckPricing, offerings, branding, and business models change as florists grow. Reflection and adaptability are key.10. They think like CEOs, not just designersDecisions are made with long-term sustainability, alignment, and profitability in mind—not short-term ease.Key takeaway:Success isn’t about working harder—it’s about building habits that support the business and life you want.Resources & Next Steps:Want accountability and CEO-level support? Learn more about the Floral CEO Mastermind👉 http://floralceo.com/mastermindReady to reconnect with your creativity and skill set? Check out the Floral Rockstar Workshop Series👉 http://floralceo.com/workshopLet’s connect:DM Jen on Instagram and share:Which habit you already have dialed inWhich habit you’re committing to build in 2026You don’t need to change everything—just start with one habit that moves you forward.

Most florists think branding is something you do after you’re established — after the logo, the website, the luxury weddings, the polished feed.But the truth is this: you already have a brand.And if you don’t intentionally shape it, your clients will shape it for you.In this episode, Jen breaks down what a brand actually is (and what it isn’t), why your behavior matters more than polish, and how you can start building a powerful, recognizable brand from any stage of business.This isn’t about aesthetics — it’s about alignment, consistency, and becoming known for something.In This Episode, You’ll Learn:Why a brand is a feeling, not a logoHow your behavior builds your brand faster than visualsWhy you are the brand (especially early on)How to pick a lane instead of trying to be everythingThe power of repetition in brand buildingHow boundaries create a premium brandWhy consistency builds trust and recognitionHow personal branding accelerates growthWhen (and why) it’s okay to evolve your brandHow strong branding attracts better clients with less effortKey Takeaway:A brand isn’t built in polish — it’s built in how you show up.Your energy, tone, boundaries, and consistency are the brand.Action Steps:Choose 3 words you want people to associate with youUpdate your bio with what you want to be known forAudit your communication — does it sound like you?Decide what you’re no longer available forStart showing up consistently, not perfectlyRepeat your message instead of reinventing itBrand is a long game — and that’s what makes it powerful.

If you’ve ever felt overwhelmed by installations (or worried something’s going to fall, shift, or turn into a full-blown stress spiral on site)… this minisode is for you.Jen shares her go-to installation workflow (including why she builds 90% in the studio) plus the exact tools that make installs faster, safer, and way more confident.In This Episode, We Cover:Why building most of your install in your studio reduces stress + mistakesHow to save almost 50% on foam cages by buying empty cages onlineThe easiest way to hang installs with airplane cable without manual screw stopsThe zip tie mistake that makes installs weaker (and harder to tighten)Jen’s favorite “modular” stand system for head tables, bars, arches, and spill designsResources Mentioned (Links)One-brick foam cages — Jen’s go-to➡️ https://a.co/d/bKOUxkdUrban Trapeze cable stops (no crimping tool needed)➡️ https://a.co/d/3RdwidIPlastic-coated airplane cable (Jen’s preference)➡️ https://a.co/d/cgOtk8630-inch heavy-duty zip ties (thick + strong)➡️ https://a.co/d/ilMtf8DMetal “square tent stands” for 2x4 installs (modular base system)➡️ https://www.etsy.com/listing/607288186/two-square-tan-stands?ref=yr_purchasesWant to Learn This Hands-On?Installation Rockstar Workshop📍 Essence Event Center — St. Paul, MN📅 March 10–11🎭 Theme: Old Hollywood Glamour (dirty martinis + pearls + calla lilies)You’ll build (and photograph!) an epic portfolio:Head table installHanging installCake momentDirty martini tower momentCeremony installPlus a full styled shoot gallery included.👉 Details + tickets: http://floralceo.com/workshop

Ever feel like you’re doing “all the right things” — consults, proposals, follow-ups — and still hearing no? In this episode, Jen breaks down what happened after she received three client no’s in a row, how she audited her response times, proposal quality, tone, and energy… and how she turned that slump into four yeses (including higher-budget bookings).This is a must-listen for wedding florists who want to book more weddings, improve their close rate, and communicate with more confidence, even when life feels heavy.What You’ll LearnWhy “no’s” often have nothing to do with your design skillsHow your energy + excitement shows up in your consults (even if you think it doesn’t)The sneaky ways your response time impacts your booking rateHow templated emails can accidentally make you sound cold, robotic, or not like youThe difference between being “professional” and being forgettableHow to re-ignite your passion when you’re feeling overwhelmed or burned outA simple self-audit to do anytime your close rate dipsThe “Booking Slump Audit” (Steal This)If you’re getting no’s, ask yourself:How fast did I respond to the inquiry + follow-ups?Did my proposal feel custom + enthusiastic or copy/paste?Did my email tone sound like me?Did I highlight what makes me the right choice (venue expertise, sourcing, seasonality, confidence)?Was I excited… or was I operating from stress, overwhelm, or “whatever”?Key TakeawaysPeople don’t just book flowers — they book confidence, care, and leadershipBrides want to feel like you’re excited about THEIR wedding, not just another jobYou can be honest and still sell with energy (even if the world feels heavy)You can turn the game around fast — one email, one consult, one proposal at a timeAction StepPick ONE lead you’re currently nurturing and do this today:Re-read your last email/proposal and ask:“Would I book me after reading this?”Then add 2–3 lines of personality + excitement + expert guidance.MentionedYour consultation + proposal turnaround timeWhy “education” is part of selling wedding flowersHow to communicate value without sounding defensiveDesigning a business that attracts clients you actually loveWant support + structure?If you’re ready to tighten up your sales process, raise your close rate, and book aligned clients — come hang out with us inside the Floral CEO Mastermind.

If you want 2026 to be the year you finally feel like a confident, profitable, in-control Floral CEO, this minisode is for you.In this episode, Jeni shares five essential goals every florist should add to their goal list — whether you’re a newer business owner or a seasoned florist who wants more ease, clarity, and profitability.These aren’t fluffy goals. They’re CEO-level goals that help you stop running your business in reactivity and start running it with intention, strategy, and confidence — without burning yourself out or losing your love for flowers.🌿 The 5 Goals Every Floral CEO Needs in 20261️⃣ Schedule CEO Time (Non-Negotiable)If you never slow down to look at your business, you’ll always be stuck reacting instead of leading.CEO time is where clarity happens — reviewing what’s working, what’s not, and what actually feels good.Action: Schedule a weekly CEO morning, afternoon, or full day where you work on your business, not just in it.2️⃣ Know Your Numbers (Not Just Your Feelings)Feelings are important — but facts create profitable decisions.Understanding your profit margins, labor costs, and where your money is actually going allows you to refine pricing, spot leaks, and confidently grow without guessing.Action: Make “knowing my numbers” a 2026 goal — even if you start small with one wedding or one month at a time.3️⃣ Commit to Consistent NetworkingNetworking is one of the fastest ways to grow a floral business — and most florists avoid it.When you consistently show up in rooms (or communities) where planners, venues, and industry pros already gather, you shorten the path to better clients and better opportunities.Action: Choose one networking space and show up consistently this year.4️⃣ Simplify One System in Your BusinessComplexity creates burnout. Simplicity creates profit.Instead of trying to overhaul everything, pick one system to refine — your inquiry process, ordering workflow, proposal system, or service offerings — and make it easier for both you and your clients.Action: Ask: If I simplified this one thing, where would my energy open up?5️⃣ Create Monthly Creative InspirationYou’re not just a business owner — you’re an artist.And when creativity dries up, burnout follows fast.Scheduling intentional creative time keeps you inspired, excited, and emotionally connected to your work — which directly impacts your business growth.Action: Plan one creatively fulfilling experience every month (a workshop, experiment, installation, or passion project).💐 Why These Goals MatterThese five goals help you:Step into your CEO identityIncrease profit without more chaosSimplify instead of overcomplicateBuild a business you actually loveStay inspired while growing sustainablyThis is how you stop surviving and start leading.🎓 Want Help Implementing These Goals?If you’re ready for structure, accountability, and creative inspiration, join Jeni inside:✨ **The Floral CEO Mastermind **floralceo.com/mastermind✨ Hands-on Creative Workshops✨ CEO strategy, planning, and support👉 Learn more at: http://floralceo.com/workshop👉 Or DM Jeni on Instagram to share which system you’re simplifying this year🌸 Final NoteYou don’t need more goals — you need the right goals.These five are the foundation of a calm, profitable, aligned floral business in 2026.You’ve got this, flower friend 💪🌷

Moving Your Floral Business Forward When Life Feels ComplicatedLife doesn’t pause when you’re trying to grow a business — and as florists, we often carry more than most. Family responsibilities, grief, health challenges, world events, financial pressure, and creative burnout don’t stop just because we have goals.In this episode of The Floral CEO Podcast, Jeni shares a deeply honest conversation about what it really looks like to keep moving your business forward when life feels overwhelming, messy, or outright hard.This episode isn’t about hustling through burnout or pretending everything is fine. It’s about resilience, alignment, micro-momentum, and designing a business that can support you through real life — not just ideal circumstances.✨ In This Episode, We Talk About:Why “complicated” doesn’t have to mean stuckHow the mindset of “I do it anyway” builds long-term successThe danger of letting hard seasons turn into permanent habitsWhy falling off the plan doesn’t mean you’ve failedHow to identify the next best step when motivation is lowUsing micro-momentum to rebuild confidence and consistencyWhy alignment matters more when life feels heavyRedesigning your floral business so it supports you — not drains youLetting go of work that consistently feels wrong, even if others do itWhy resilience is built through systems, habits, and self-trustThe difference between pausing to breathe and quitting altogether🌿 Key Takeaways for Florists:You don’t need perfect conditions to make progress.One small action can change the trajectory of your week — or your year.Missing a post, dropping a ball, or feeling behind doesn’t disqualify you.The right business model should make hard seasons survivable.Alignment makes momentum sustainable.Success isn’t about never struggling — it’s about continuing anyway.💡 Listener Reflection Questions:What’s one area of my business I’ve stopped moving forward because life feels hard?What is the next best step I could take today — even if it’s small?Where am I pushing through work that feels misaligned instead of supportive?If I designed my business today, would I design it the same way?🌸 Final ThoughtsHard seasons don’t mean you’re failing.They don’t mean you’re weak.And they definitely don’t mean you should quit.They mean you’re human — and capable of more than you think.This episode is a reminder that progress doesn’t disappear just because life gets complicated. You are allowed to move forward at your own pace, in a way that honors your life and your business.You’re stronger than this season — and I’m cheering you on.

In this episode of The Floral CEO Podcast, Jen walks you through a simple, real-world way to forecast your floral business revenue—using the bookings you already have (or want) to estimate your average wedding value, close rate, expenses, flower costs, labor, taxes, and ultimately how much you can pay yourself.Whether you’re a newer florist or you’ve been in business for years but still feel unclear about money, this episode gives you a practical framework to stop guessing and start planning like a CEO.What You’ll Learn (Key Takeaways)How to calculate your average wedding order value (AOV) so you can forecast incomeHow to use your close rate to estimate how many leads you need to hit your booking goalA simple “CEO math” approach to estimate:Flower/COGS percentagefixed monthly expenses (your “turn the lights on” costs)freelance laborsales tax/tax set-asidesprofit cushionowner payWhy guessing creates scarcity—and why forecasting creates confidenceHow to put this into a spreadsheet so you can make smarter decisions all yearThe Framework Jen Uses (Step-by-Step)1) Start with your funnel numbers (your real booking pipeline)Track these numbers:How many inquiries/leads you receiveHow many you respond to / have real conversations withHow many consults you bookHow many proposals you sendHow many you close (booked + contract signed)Close rate formula:Booked weddings ÷ proposals sent = close rateJen’s note:If your close rate is very high, you may be underpriced (you’re “too easy to book”).2) Calculate your average wedding value (AOV)Average wedding value formula:Total booked wedding revenue ÷ number of booked weddings = AOVThis gives you a usable “planning number” even if you have a few outliers.3) Forecast income based on your goal number of weddingsIf you want to go from 8 weddings to 20, you need 12 more weddings.Projected revenue formula:(Goal weddings × AOV) = projected gross revenue4) Estimate your cost of goods (flowers + supplies)If you’re still learning sourcing/recipes, Jen recommends being conservative:30–35% as a planning range for flower costs (COGS)COGS formula:Projected revenue × COGS % = flower/supply costs5) Subtract fixed “lights-on” business expensesThese are costs like:websiteCanvaQuickBooks/bookkeeping softwareemail platformadmin tools/subscriptionsbusiness renewals/feesvehicle costs (if the business covers them)Fixed costs formula:Monthly fixed expenses × 12 = annual fixed expenses6) Add labor estimates (freelancers)Example logic from the episode:how many weddings need helphow many hours per weddinghourly ratenumber of staff-daysLabor formula:(Hours × rate × number of days/weddings) = labor cost7) Set aside taxes (don’t get surprised later)Jen specifically mentions sales tax and recommends setting aside a percentage (often close to 10% in MN depending on location/rate, but use your local rate).Tax set-aside formula:Projected revenue × tax % = tax bucket8) Build profit into the business (a cushion)Profit is not “whatever is left.” It’s intentional.Even starting with 5–7% gives you a cushion for growth:cooler purchaseeducationequipmentupgradesemergency bufferProfit formula:Net-after-costs × profit % = profit bucket9) What’s left can become owner’s compensation (pay yourself)After subtracting:COGSfixed costslabortaxesprofit…the remainder is what you can use to pay yourself (owner’s comp), then plan for income taxes/self-employment taxes depending on your setup.Practical Action Steps (Do This This Week)Make a simple spreadsheet with columns for:inquiriesconsultsproposalsbookingsclose rateList your booked weddings and total revenue → calculate your AOVChoose your booking goal (ex: 20 weddings)Forecast gross revenue (goal × AOV)Pick conservative COGS % (30–35% if you’re still dialing in recipes)Estimate annual “lights-on” expensesEstimate freelancer laborCreate 3 buckets in your business:tax set-asideprofit cushionowner payReview the final number and ask:“Is this enough for the life I want?”“What needs to change: price, volume, efficiency, or offers?”Mentioned in This EpisodeBook RecommendationProfit First by Mike Michalowicz (Jen’s foundational framework for building profit and paying yourself consistently) https://a.co/d/1s9O2mm

Have your New Year’s resolutions already fallen apart — and it’s only January 7?You’re not broken. You don’t lack discipline. You don’t need a new year.You need a new approach.In this episode of The Floral CEO Podcast, Jen breaks down why “going all-in” doesn’t work, why motivation fades fast, and how micro momentum is the missing piece between setting goals and actually achieving them.This episode is about building sustainable success, not burning yourself out by February.✨ What We Cover in This EpisodeWhy Most Goals FailCommon mistakes that sabotage your goals:Trying to change everything at onceSetting vague goals (“be more successful,” “network more”)Relying on motivation instead of structureOverestimating what can change in 30 daysUnderestimating the power of consistency over timeGoing all-in often looks productive — but it’s usually just overwhelm in disguise.The Real Timeline of ChangeIf you’ve ever felt discouraged, this will reframe everything:Habit change: 60–100 daysLifestyle change: 12–18 monthsIdentity change: 3–4 yearsTrue transformation happens in layers — not overnight.Micro Momentum: The Missing LinkMicro momentum is about:Breaking goals into digestible actionsReducing overwhelmBuilding trust with yourselfCreating progress even on chaotic daysSmall wins compound into big change — especially when life is busy.Real-Life Examples of Micro MomentumJen shares personal examples including:How she went from hating workouts to identifying as someone who loves movementWhy starting small created long-term identity changeHow to apply micro momentum to business goals like:NetworkingLaunching à la carte floralsCEO daysSystems + financesMarketing consistencyHow to Make Goals Actually HappenYou’ll learn how to:Get specific with your goalsCreate clear deliverablesBuild buffers so life doesn’t derail youReduce decision fatigue by planning aheadUse the Rule of 3:One business goalOne personal goalOne health/energy goalAnd just as important — what to remove from your plate to create space.Identity-Based Goal SettingInstead of asking “What do I want?” ask:Who do I want to become?What does that version of me do on a random Tuesday?What does she stop tolerating?Shift from:“I want to…”to“I am becoming someone who…”Sustainability Over HustleIf your goals require burnout to achieve them — they’re not the right goals.This episode reinforces:Alignment over urgencySystems over willpowerProgress over perfectionTry This: 24-Hour Micro Momentum ChallengePick one goal you’ve been avoidingSet a 5-minute timerDo one tiny stepStopCelebrateMomentum starts with starting.💐 Want More Support?If you’re tired of winging it and ready for real accountability, strategy, and alignment:👉 Join the Floral CEO MastermindThis is where we:Break goals into executable plansBuild sustainable businessesFocus on paying yourself, reducing burnout, and creating a life that feels good🔗 Visit floralceo.com/mastermind🌸 Final ThoughtYou don’t need more discipline.You don’t need more motivation.You need clarity, structure, and micro momentum.And you are absolutely capable of building the life and business you want.

Jen announces her three upcoming floral workshops for the year: The Installation Rockstar Intensive on March 10-11 in St. Paul, Minnesota, featuring hands-on portfolio building with an 'Old Hollywood Glamour' theme. The Business Bouquets and Branding Workshop on April 26-28 at her family farm in Denison, Minnesota, focusing on business development and branding photography; and the Floral Rockstar Retreat on August 16-18, also at her farm, offering a relaxing yet educational experience with activities like flower arranging, glamping, yoga, and more. Each workshop includes professional photo shoots, with opportunities for portfolio building and social media content creation. Early bird pricing and payment plans are available.

Life + Business Audit: How to Create Clarity, Alignment, and Sustainable GrowthAs the year winds down, it’s easy to feel reflective, overwhelmed, or unsure of what needs to change next. In this episode of The Floral CEO Podcast, Jeni walks you through a powerful life and business audit designed to help you gain clarity, reduce burnout, and intentionally shape the next chapter of your business and life.This isn’t about judgment, shame, or “fixing” yourself.It’s about seeing clearly, reclaiming your energy, and choosing alignment over chaos.Why a Life + Business Audit MattersYour business does not exist in a vacuum.If your life feels heavy, chaotic, or unsupported, your business will eventually reflect that.In this episode, Jeni shares why:Your business cannot “save” your lifeMoney alone doesn’t fix misalignmentSustainable success starts with clarity, boundaries, and honest reflectionThis audit helps you step out of reaction mode and into intentional CEO leadership.Part 1: Where Are You Right Now?1. Energy AuditTake an honest look at where your energy is going — and where it’s being drained.Rate each area on a scale of 1–10:WorkdaysClient interactionsCreative workHome lifeMental loadPhysical energyAnything consistently under a 5 deserves attention — not guilt.2. Time AuditAsk yourself:Where is my time actually going?What feels busy vs. what moves the needle?How much of my time is reactive vs. intentional?Break your time into categories:Revenue-producing workAdmin / busyworkMarketingFamily & personal lifeScrolling / numbingRest (real rest)Then ask:Is my time aligned with my priorities — or just my habits?3. Money AuditThis is where many business owners avoid looking — and where clarity is most powerful.Reflect on:What did I actually pay myself?What parts of my business are profitable?What looks “successful” but pays terribly?Where am I leaking money (including time)?Ask the big question:Am I building a business that supports my life — or one that requires sacrifice without return?Part 2: What’s Not Working Anymore?4. Tolerance AuditFinish these sentences honestly:“I’m tolerating __________.”“I keep putting up with __________.”“I know this isn’t working, but I haven’t changed it.”What we tolerate becomes our standard.5. Alignment AuditAsk yourself:Does my business reflect who I am now — or who I used to be?If I built this business today, would I build it the same way?Is my business aligned with my values, family life, health, creativity, and nervous system?Small misalignments add up over time.6. Identity AuditShift from:“I’m trying to…”to“I am someone who…”Ask:Who have I been acting like I am?Who do I want to become?What does that version of me say yes to?What does she stop doing?Identity shifts drive behavior change.Part 3: What Needs to Change?7. Subtraction Before AdditionBefore adding anything new, ask:What can I remove?What can I simplify?What am I done tolerating?Growth doesn’t always mean more — often it means less, done better.8. Focus Audit: The 3–Thing RuleChoose:3 business priorities3 life prioritiesAsk:If I focused only on these, would my life and business improve?Everything else can pause, be delegated, or simplified.9. Support AuditYou are not meant to do this alone.Ask:Where do I need support?What am I carrying that isn’t mine?Who helps me think bigger?Who holds me accountable?Support might look like systems, boundaries, therapy, coaching, or community.Part 4: How Do You Move Forward?10. Micro-Momentum PlanningInstead of fixing everything, ask:What’s one 15-minute change I can make this week?One boundary I can set?One system I can tighten?Small shifts create big identity changes.11. Future You Check-InAsk:What will future me thank me for changing now?What would make next year feel lighter?Your body often knows before your mind does.12. Decision Filter Going ForwardEvery opportunity should pass through:Does this align with my values?Does this support my energy?Does this move me toward my goals?Am I saying yes out of fear or intention?If it’s not a clear yes, it’s a no or not right now.Final ThoughtsYou are allowed to:Change your mindWant something differentBuild a business that feels good and pays you wellChoose alignment over hustleYour life matters just as much as your business.Join the Goal Planning Party 🎉If you want support turning this clarity into action, join Jeni for the 2026 Goal Planning Party:🗓 January 5th⏰ 1:00 PM CST📍 Live on Zoom📓 Includes a guided workbook👉 Sign Up 2026 Planning Sign Up👉 Or comment GOAL on Instagram to sign up

Episode Title26 Things Every Florist Should Do Going Into 2026Episode Description2026 doesn’t need to be new year, new chaos.In this episode of The Floral CEO Podcast, I’m walking you through 26 intentional, strategic things every florist should consider before heading into 2026 — from money and marketing to energy, systems, and alignment.This isn’t about doing more.It’s about doing what actually works — with clarity, profitability, and ease.You don’t need to tackle all 26 at once. But you do need to stop drifting into another year without intention.What You’ll Learn in This EpisodeIn this episode, we cover:How to reflect on 2025 without judgment — just data and clarityWhat to cut, simplify, or stop doing in your floral businessHow to realign your pricing, profit, and payWhere your time and energy are actually going (and if it’s worth it)How to market smarter — not louderWhy alignment matters more than hustle heading into 2026How to choose growth that supports your life, not drains itThe 26 Things Every Florist Should Do Going Into 2026Reflect & RecalibrateReview what actually made you money in 2025Identify what drained your energy the mostDecide what you’re no longer available forLook at your average order valueIdentify your most profitable client typeAudit how you truly spend your timeMoney & Profit (CEO Energy)Decide how much you want to pay yourself in 2026Separate business money and personal moneyStop using deposits to fund your lifeReview pricing that no longer worksBuild profit into pricing — not leftoversDecide what “enough” actually looks like financiallyMarketing & VisibilityChoose three marketing priorities (not ten)Choose consistency over perfectionMake your email address easy to findDecide what you want planners to see you asCreate evergreen content you can reuseDecide where you’ll stop marketingSystems, Time & SustainabilitySimplify your offersBuild a 10-minute daily marketing habitCreate micro-momentum tasks for busy daysIdentify one system that needs tighteningGrowth, Identity & VisionDecide who you’re becoming as a Floral CEOSay your goals out loudBuild accountability into your yearChoose alignment over hustleKey TakeawayYou don’t need to overhaul your entire business overnight.But choosing even 3 things from this list — and actually following through — can completely change how 2026 feels.Clarity compounds.Alignment compounds.And intentional decisions always outperform hustle.Join the 2026 Goal Planning Party 🎯📅 January 5th⏰ 1:00 PM CST📍 Live on ZoomWe’ll reflect on 2025, clarify your priorities, and build a realistic, aligned plan for 2026 — together.👉 Comment the word “GOAL” on Instagramor👉 Visit -  Sign up hereYou’ll receive a guided workbook and live coaching to help you move forward with confidence.Want Deeper Support?If you’re ready for real accountability, strategy, and community, join us inside the Floral CEO Mastermind.January is a powerful month inside the Mastermind — full 2025 reflection, 2026 planning, vision boards, and momentum-building support.🔗 Visit: http://floralceo.com/mastermind📩 Questions? DM me on Instagram or email jeni@thefloralceo.comThank you for listening, flower friend 🌸Here’s to a 2026 that feels intentional, profitable, and aligned.