they’re your biggest handicap… you cannot do everything and shouldn’t if you want to grow your business. But are you giving them the power to be good? Be honest with yourself and them on what the expectations are.
Poor systems i.e. not enough phones/computers
or a weak website One line is simply not enough… either invest in a call waiting line and ring people back or get another line in. You could be missing out on business if the line is engaged. People DO NOT ring back… they go to another shop. If your website is weak… or god forbid… non-existent then quite simply you are kissing goodbye to business.
Insufficient stock and sale records, data base &
financial reports If you don’t know what you’ve done in the past, how the heck can you plan for the future? A database is one of the most effective marketing tools you can have. Those customer details are potential sales for the future.
if the shop looks tatty people will think the work is tatty. First impressions count so you need to make sure your signage is up to date, modern and relevant. If you can’t afford it then you shouldn’t be in business.
Reduced foot flow Many florist shops are now finding themselves off the main high street because of changes to town centres. However it only becomes a weakness if you let it. This is where having the right website matters so much, why you need to develop your tele- sales business by virtue of strong promotion or even consider relocating or opening a smaller satellite shop in a busier area so that you get the foot-flow and orders whilst keeping the main shop for make up.
Threats
Another shop opening nearby Unless they are completely stupid they’ll open up because they think you’re leaving a gap in the market. Make sure you constantly assess, and if necessary change, your own business to stop anyone getting a foot in the door.
Being scared of competition Always look forward… not over your shoulder. Be aware of competition but don’t allow it to rule you and never get into a price war. Do something different… not cheaper. If you are monitoring the market and meeting the needs of the biggest client base you should survive. Embrace competition, knowing that it can not only grow the market but be a brilliant way of keeping you on your toes.
Shabby looking shop It doesn’t matter how good your flowers or floristry are...
Poor cash flow. Remember ‘Turnover is vanity… profit is sanity’. You MUST maintain proper accounts and keep the financials tight. Employ
Lack of training or trend and
product awareness If you’re still doing today what you did five years ago shame on you. Flowers are a fashion item and you must move your offering on to meet customer demand. Not for nothing do the high street names employ designers whose sole job is to come up with new ideas. You are the designer so get out there and innovate.
Lack of time to introduce
new ideas To be blunt you have to make time. We know it’s tough… we’re scrabbling ourselves to fit it all in but if you don’t make time to plan for the future there won’t be one. Yes you have to look after the business in hand but you also have to create the business of the future so discipline yourself and your staff to give yourself thinking time.
Visit
theflorist.co.uk for a free downloadable SWOT template
F&wb Spring 2013 53
a proper bookkeeper if you’re not figure friendly… he or she will be worth their weight in gold and free you to do what you’re good at.
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