Whenever I feel that a gift is due to me, I have trouble deciding what to give.

In the 160 years since Emerson made this statement, certain things haven’t changed: some of the most successful businessmen still have trouble purchasing gifts – especially flowers – for their wives, fiancees or girl friends. Although certain things may not change, technology can make gift-giving much easier.

Red White & Bloom believes technology is a way to make it easy for male executives and their families to buy customized flowers. They can also have delivery on days that they select. It plans to target affluent businessmen in Midtown Atlanta and Downtown Atlanta to launch a Frequent Flower Gift program. The long-term goal is to open the city&#8217s first flower gallery in a neighborhood aiming to become the next major arts hub in Atlanta. Red White & Bloom offers a different approach to traditional florists. It uses technology and marketing to build personal relationships, offer a gift plan that makes ordering flowers easy and forgetting special dates a thing in the past. And it provides exceptional customer service. The company hopes to open its gallery in March at Castleberry Hill, an historic loft neighborhood in Atlanta that is less than a mile from Downtown Atlanta.

The company anticipates modest first year total revenue with the opportunity to increase Year Two revenue dramatically because of Valentine’s Day sales (excluded in Year One due to a March opening). Further revenue growth will be attributed to Castleberry Hill’s maturing status as a destination mall. At the time of opening the Castleberry Hill area will have approximately 1,500 residents. Studies indicate that a population of 10,000 is necessary to support a traditional retail florist; therefore, it is important to point out that Red White & Bloom will not be a typical retail florist. In Years One to Three of Red White & Bloom’s development, the company will not depend on retail traffic, but will instead use technology and savvy marketing programs to target ideal, repeat buyers (individuals and commercial accounts) in the more than 1,500 targeted businesses in Midtown and Downtown Atlanta office buildings.

Red White & Bloom sees steady growth opportunities in Castleberry Hill due to its anticipated growth as an arts district with leading Atlanta galleries. The company is forecasting conservative, yet healthy, revenue projections for Years Two and Three. If the company adheres to this plan revenue should continue to grow at over $170,000 per year.

Jamie Muir, the majority owner, founded Red White & Bloom as an S-Corporation.

1.1 Mission

Red White & Bloom will use technology to identify and serve an ideal target audience within a five-mile radius of Castleberry Hill. To secure an elite clientele of corporate executives and corporate accounts, the company will use sophisticated marketing strategies. It will also offer Frequent Flower Gift Programmes with personalized service (e.g. customers can choose delivery dates) as well as custom floral designs (e.g. customers can specify flowers, colors and scents). ).

Red White & Bloom is committed to being enthusiastic about learning, open to implementing innovative ideas, and willing to adapt to changing market circumstances.

Success: 1.2 Keys

• Technology is used to build loyal, often-buying male customers instead of traditional, walk in retail shoppers.
• Design & Selling High quality, innovative fresh flower arrangements using a variety design styles, flowers and containers.
• Creating a storefront that resembles an art gallery, with fresh, avant-garde floral arrangements displayed like art (and always for sale).

1.3 Objectives

• Achieve a healthy total income of $79,600 for Year 1.
• Maintain an average direct cost of sales 40% or lower, and a high gross margin.
• You can build pricing programs on the assumption of 10% profit.
• Sales growth of approximately 72% and 21% respectively in Year Two & Three. *

*Note – Red White & Bloom in the first year will open after Easter/Passover. The large percentage increase in Year Two reflects a full 12-months of revenue (versus 10 months in Year One), the benefit of one year of marketing, and the inclusion of Valentine’s Day and Easter/Passover. A florist’s annual revenue typically accounts for one-third of Valentine’s Day.