Pricing for Profit

Fleursociety Pricing for Profit Webinar

Pricing in a small business can be a challenge.

How do you currently price your services? Is your business profitable?


The Old School Way of Pricing

  • Estimated costs

  • 2x mark-up

  • No labor expenses

  • Worked out of home – Don’t assume this means you have no overhead costs

  • Free delivery

  • No minimum

  • No perceived value

  • No client experience

  • No staff

  • No salary

New Pricing Strategies

  • Maximum price ranges

  • 5x mark-up

  • Labor expenses

  • Delivery

  • Set Minimum

  • Sell value

  • Client experience

  • Overhead

  • Paid staff

  • Paid salary

Fleursociety Pricing for Profit Webinar

Florist Overhead

The usual costs we think of are cost of goods, cost of hard goods, supplies, labor and delivery. We will go over these five items and way to price strategically to make a profit.

The Overhead You Forget to Consider

There are even more costs involved with running a business that we may forget to consider when setting prices.

Rent. If you work out of your house, rent is a cost of business. Factor it in!

Utilities + Bills. What is a house without any lights or running water? Once again, if you work from home at all, these costs are important to consider.

Gas + Mileage. When driving to pick up flowers or deliver to a venue, gas is being used.

Vehicle wear and tear. Keep in mind that driving all over town for deliveries and pick ups puts your car through wear and tear. These costs but be kept in mind as well.

Taxes are a reality for every business. BE sure to set aside money for taxes with each new customer.



Benefits + retirement


Time (overall): Including phone calls, emails, meetings in person

Most companies break even at 3x, are profitable at 4x and grow once they reach a 5x multiple.
— Forbes

Ways Florists Price

Manual stem counts are a great way to start off and know what you are working with. There is also software that break everything down for you including order forms. 

The Design Cost is an additional charge on top of the cost of actual flowers. You can add it, or just embed it within the cost of florals.

Prices can be


Lump sum


Summarized estimates are great for potential clients.

Also present your minimums for everything. Have minimums is vital so that you steadily bring in the kind of income you want.

Pricing Process

Stem counts

Cost of goods

Design expense

Labor expense

Delivery + Installation expenses




Stem Counts

Build recipe

Stem count

Use highest average cost per stem

5x costs

Set this as my maximum price

Minimum Prices for Bouquets

Having 3 tiered pricing will help you when creating estimates. Here are three pricing examples:

Fleursociety Pricing for Profit Webinar

Bouquet Sample

Stem Count Recipe:

Garden roses: 20 stems x $3.5 = $60

Ranunculus: 15 stems x $2 = $30

Total floral cost: $90

5x cost = $450 maximum

Cost of Goods

Build list of goods per design

Use highest average cost per item

5x costs

Set this as my maximum price

Bouquet Sample: Hard Goods

Hard Goods List:

·      Crystal Brooch = $5

·      Wire = $2

·      Pins = $2

·      Ribbon = $2

Total Costs: $11

5x cost = $55 maximum


Total Cost:

Florals: $450

Hard goods: $55

Maximum Price: $505

 Flexible Price Range: $450-505



Design expense: Flat rate or based on how difficult the design is.

Labor expense: 20-35%

Installation: 20-35%

Delivery: should be based on mileage. Never do free delivery because there is the cost of gas and wear and tear on the car.

Separate expenses on proposal. Keep it in labor expenses to avoid couples haggling on the price.


Use minimum + maximum price ranges

Use HoneyBook template to calculate pricing + expenses

Create a template for a high budget and a low budget.

Summarize costs in estimate


When the estimate is finally going out to clients, sell value not price. Avoid only talking numbers, but explain the entire experience. Appeal to their emotions to help them envision how you will deliver the perfect day. Have confidence once the estimate is out. Be sure of yourself and of your value. Do not let the client take the lead in the discussion of pricing.

Use a style board to show the value of what you will produce Check out our Post on Style Boards. Using visuals along with the summarized pricing breakdown.

Summarized pricing breaks down into categories like “Personals” “Linens” “Fees” etc.

Booking incentives add that extra special experience. You can include a free toss bouquet or votive candles.

Include an expiration date on the estimate to encourage couples to take action.  

Proposal and Agreement

Once the retainer is paid, send over the proposal and agreement. You can also send your welcome kit.

Design Consultation

Conduct a design consultation about 4 to 5 months before the wedding day.

Cultivate an amazing client experience by preparing a detailed presentation. Stay flexible and allow for changes.

Finalize the design

Best Practices

Summarize pricing

Separate expenses

Keep estimate 1 page. Keeping the pricing on one page, it makes everything look simple and avoids clients getting overwhelmed.

Don’t use the word “fee” or “contract”. Replace them with the word “expense” or “agreement”.

Don’t qualify your price or reveal that you have several price ranges.

Raise your prices constantly. Things change every year from time commitments to personal priorities.

Negotiate value NOT price