Flowers & Profits

Volume 24 Issue 1 January 2019

INSIDE: Design Room Fresher Valentines Page 3

Joy of Marketing Jumpstart Your Yelp Reviews in 2019 Page 5

Make This Year Even Better Lessons from Last Year Page 6

Floral Insider Anti-customer Policies Page 7

TIME FOR REVIEW

Assessing Your Holiday with POS Reports When the holiday rush is behind you, take a day or two to go over your sales reports and discuss your success and lessons learned with your staff. Your POS is a magnificent source of data that can steer you to better sales and more profits. You don’t need to know all the reports it generates, just a few main ones.

How did your shop fare overall in sales this holiday season compared to last year? Are sales up from last year? If so, why? What products improved and which ones declined in sales? You can take an educated guess, but you will be better served if you run some reports from your point-of-sale (POS) system. Whether you use Dove®, RTI or a different program, pulling reports should give you a crystal clear picture of your holiday sales and merchandising successes.

Hot and Cold Sales Of course, what you primarily want to know from your various POS reports is what were your bestsellers and where did you make the most money. The quantity of sold products can give you a good baseline for study, but it won’t tell you the whole story.

Take a look at your top sellers in each category to see if there are any surprises. You will usually have a good idea of what sold like hotcakes and what clung to your shelves and refused to move. However, every so often, you will be surprised by a product that you hadn’t realized was so popular with customers. Finding those products can give you a clearer picture of customer preferences and alert you as to what to buy more of for the next holiday.

Go beyond the total sales and number of items sold to see where you earned above and below average margins. What are the profit margins on your bestsellers? For example, you might have sold 225 reindeer candles, making them one of your most popular items, while you only sold 35 brass reindeer candle holders. However, when you look at your profit margin, you actually made more money on 35 candle holders than on Continues on page 2

Time for Review Continued from page 1

225 candles. So, they were both good sellers, but they didn’t contribute the same amount of profit.

Without studying your POS reports, you can easily miss such information, which can skew your idea of what sold well and what was profitable for your shop. When you have incorrect or skewed information, it is hard to be a smart buyer or merchandiser. You have handicapped yourself because you didn’t break out your categories enough or look at all of the information provided by them.

Scrutinize Reports Because you will use this information to make decisions, it is worth making sure you have the best data possible. First, look at the way you have organized your POS product sales categories. Are your employees disciplined to ring products up correctly or do you have a big group of “miscellaneous” sales? If so, you have a problem brewing.

By not breaking out categories in enough groups to get a clear idea of what products sold or didn’t sell in different sizes and/or price points, you won’t be able to discern your actual best-selling products. Miscellaneous should be a very small category with products that just won’t fit anywhere else.

If your POS reporting system contains a lot of generic entrees, take the time now to clean it up, tighten it, and make it more useful for the next holiday. As the business adage indicates, “garbage in, garbage out.”

Wide, all-inclusive categories give you overall sales figures, but little else can be gleaned from them.

A Tale of Two Costs Among the more important uses for your POS system is measuring the profitability of your season (or any month year round). There are two costs that typically determine whether the shop is profitable. They are labor and fresh COGS. The only way to effectively measure labor costs is as a percentage of sales.

The staff payroll for most shops should be 20 percent of sales. You should measure this every month 2

Flowers and Profits

throughout the year. For holidays that at the end of every work day through requires preparation, combined sales, November and December can really and labor costs for the four weeks give you a precise picture of what prior to a holiday. For example, you worked and what didn’t – and it is a should measure how well staffed you fresh perspective and you won’t be were over the Christmas holiday by relying on memory. measuring sales and staffing from Nov Foggy memory is the main reason 25 to Dec 24. For Valentine’s Day, it why you need to have this staff should be from January 15 to Feb 16. meeting soon after the holiday is over.

Take the total sales from your POS You want your staff to recall nuances as times .20 and that gives you a total well as big glitches. Often, it’s the little staff budget for non-owner payroll. things that are forgotten, but they can Fresh COGS need to be measured make a huge difference. For example, weekly. In your POS, look up sales your staff might recall customers’ last week by product category. Add compliments about the decorated together the categories that have fresh Christmas trees in the shop, but will flowers and you will get the total sales they remember which one in particular of fresh flowers. Your wholesale cost received the most attention? Making of flowers should be 25 percent or less notes each day during the holiday than the sales will unearth these number. Add up observations and the wholesale trigger memories.

POS Possible for Every Shop Those tidbits invoices for the week of flowers can translate into Having a computer point-of-sale delivered and valuable information system is no longer an optional piece see if you are that will have an of equipment for shops. Fortunately, on target. If impact on your Teleflora offers POS systems for all you are over, future product size shops. spot check the orders.

Regardless of your shop’s business inventory in Like categorizing your cooler to POS systems, size, customer mix, or previous see if you have employee holiday computer experience, you need a the excess in journaling takes system to track customer information, inventory. more time, but the send e-mails, record sales data, and benefits can be huge. provide the crucial numbers you need Journals and Happier Holidays to control expenses. Also, the shop’s Staff Meetings Sales data and POS should interface with your website As soon sales meetings as possible so that you aren’t re-entering orders. can improve your following You may be receiving only a few per business by pointing Christmas day now, but within a few years your out what scored sales, conduct website could handle as much as 50 highly with your a staff meeting percent of the orders from your local customers and what with everyone customers. Consumers love to buy products to avoid in present, flowers on the Internet and they will the future. Giving including your begin to use your site more and more. your customers temporary what they want is helpers and the path toward delivery drivers. more profitability.

Their input is Showing your staff what sells best and extremely valuable – almost as valuable why provides them with more sales as your POS reports. skills.

You can’t be everywhere every Take some time to fine-tune your moment, so it’s crucial that you get POS system and you will be rewarded an idea of what worked really well for when those reports reveal your your staff and any problems they ran merchandise winners and also-rans, into. the price point most of your customers If you kept a “holiday journal” and prefer, and the flowers and plants they had your employees each keep one, like the best. With information like too, this will make your assessment that, the only way to go is up. $ much easier. Writing down key points

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Rich Salvaggio AIFD, AAF, PFCI

Teleflora Vice President of Industry Relations and Publications

Fresher Valentines The care and handling of fresh flowers is always a priority in any successful shop, but processes can get sloppy during a busy holiday like Valentine’s Day when it’s even more imperative that you send out your best-conditioned flowers.

Here is a refresher course and handy tips on best practices. work benches or in boxes at room temperature for hours “until you can get to them.”

Place unopened boxes back into the cooler. To prevent the bottom of the boxes from getting wet, place them on pallets or shelves.

After you cut the stems, dry-packed roses only need a few hours to draw in water and other solutions and then they’re ready to be placed in designs.

The conditioning of flowers centers on three areas – stem cutting, feeding, and refrigeration. If one of these is off-kilter, then you have problems that will result in waste and/or customer dissatisfaction.

Valentine’s Day means a lot of roses. Roses that are shipped dry should be healthier than those shipped in solutions. Any flower that arrives in solutions is growing older by the minute. However, dry arrivals age in slow motion and will stay fresher if you treat them correctly!

Dealing with Dry Roses First of all, dry-packed flowers should be stored dry and not cut or hydrated until you’re ready to use them.

When processing dry-packed roses, do so away from air vents.

Upon arrival, cut off the sleeves and bands from the flowers. Don’t pull them off or you can damage the roses. Don’t unpack more flowers than you can process within 30 minutes.

Roses shouldn’t be left on tables and

Do No Harm Don’t denude the roses. Any flower with leaves should have no more than 35 percent of the foliage removed from the lower part of the stem. Since flowers need leaves to get food into them, you must retain enough to keep the bloom fed. Refrain from removing the plastic or paper from around rosebuds. These keep the roses compact until you’re ready to design with them.

Be careful removing thorns. You should avoid any leaf or stem wounds because they will allow air bubbles to enter which will impede water intake.

If you see guard petals with spots on them, don’t worry. Growers often leave these on to protect the outside of the roses. It’s not an indication of poor quality.

Cutting Remarks Much debate has been held on the best way to cut flowers – under water or not?

After numerous studies and observations, most “experts” agree that cutting them under water or under running water has no advantages. Air cutting has been determined as the best method for most flowers, including roses.

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Generally, the problem with cutting flowers under water is that solutions get contaminated quickly with bacteria and microbes. So, if you don’t change the water often and keep your cutting knife very clean, you’re exposing the flowers to diseases.

As for how to cut – you can cut stems at an angle or straight across. It makes no difference. What does matter is what you use to cut stems. A good, sharp knife is the best tool.

The Best Solution Solutions should be mixed according to the manufacturer’s instructions. After mixing the solution, test it for acidity or alkalinity by using pH (phenyl) strips.

You can buy them online and they’re very inexpensive. The number you get is what you want each subsequent batch of solution to reach, no matter what it is – 3, 5, 7, it makes no difference.

Consistency is what you’re after.

Flowers shouldn’t be moved from one pH strength to another.

Remember that beautiful Valentine’s Day flowers that last longer than your customers expected are the best gift you can give your shop as well as your customers. $

Here’s to a year bursting with colorful ideas, blooming trends, thriving profits, and business deeply rooted in friendships and community.

And the Flowers and Profits staff

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Stashing Emergency Cash

You never know when a refrigerator unit will shudder and cool no more or when a freakish high wind will knock down your shop sign.

That’s why having an emergency fund is so important. Property and casualt y insurance help, but they don’t usually cover 100 percent of replacements or repairs.

Establishing and maintaining an emergency fund can protect your shop’s cash flow when fate thows you a curve.

First you should establish an amount to place in the emergency fund every month. This contribution should be considered a “must pay” expense every month, the same as your electric bill or rent/mortgage payment. Multiply the amount by 12 to see how much you will have put away in a year, minus any accumulated interest. This amount should adequately cover any emergency, such as equipment replacement.

Shoot for a monthly contribution that you are sure you can make every month. High-yeild savings accounts, money market accounts, and money market mutual funds are sound choices.

During the years when good fortune shines on you and leaves your emergency fund untouched, transfer it into your retirement account.

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Invest in Professional Growth Trade conventions provide many benefits that make them worthwhile, including opportunities to network with peers, learn of new vendors, find out about trends and techniques, and simply have fun.

In our social media-dominated world, we can sometimes forget the importance of live, face-to-face interaction with others in our business community.

These floral industry conferences are great opportunities for networking and education in 2019: • AIFD 2019 Symposium - July 6th - 11th, at the Paris Las Vegas Hotel and Casino in Las Vegas, NV. Visit aifd.org/2019-symposium-awaken/ for more information.

• SAF 135th Annual Convention — September 18th - 21st, at the Ritz-Carlton Hotel, Amelia Island, FL. Visit safnow.org/events-education/annual-convention/ for more information.

Built-in “Thank You” Notes Make an Impression Need help getting recipients to remember your shop?

Include a generic “thank you” card with each delivery, so that the recipient can easily mail it to the sender. You can purchase a bulk of inexpensive “Thank You” cards from a supplier, or print them yourself.

Make complimentary “thank you” cards as user friendly as possible. Address and pre-stamp the envelopes to the senders.

You may even want to print a simple message, such as “Thanks for the beautiful flowers you sent from ABC Flower Shop.” All the recipient has to do is sign it and mail it.

Complimentary thank you notes will not only get the attention of recipients who may become your customers, but they will also remind the customers who sent the flowers of your thoughtful service. It’s a great way to gain new customers and solidify loyalty with your current ones.

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The Joy of Marketing

Digital strategies and tools to grow your shop online

Jumpstart Your Yelp Reviews in 2019 Now that the December holiday season is over, you can take some time to reflect on the year and determine your shop’s 2019 New Year resolutions. There are a lot of digital marketing levers you can commit to that will set your shop up for success, but one of the most important levers in 2019 is your reviews.

A Moz survey reported that online reviews influence two-thirds of respondents’ buying decisions. Having satisfied customers tell other people how much they like a product or service is an important source of new business, as each happy customer can steer dozens of new ones your way. Today’s customers want to ensure a positive experience before they even interact with a business.

Why Choose Yelp?

People who use Yelp have already decided what they want or need and are looking for where they should spend their money. So, customers turn to Yelp for honest feedback on local businesses of every size and category.

According to Yelp, it had 72 million monthly mobile users and 74 million monthly desktop users in Q2 of 2018.

Whether on-the-go or at home, a large portion of potential customers are researching your shop on Yelp. They are forming expectations before looking at a shop’s website or visiting a florist so make sure you’re making a great first impression!

Respond To Reviews Ultimately, the most effective way to improve your Yelp rating is to treat customers kindly and ensure they feel heard. To do so, you should reply to as many reviews as you can, ranging from the good to the not-so-good. Your quick, courteous response may even encourage negative reviewers to change their ratings, but more importantly, it can improve Yelpers’ overall view of your you and your shop. Potential customers will see that you prioritize customer service and satisfaction based on how you respond, and this also influences new customers to work with you in the future.

Here are some tips on how to respond to positive, neutral, and negative reviews:

• 5 or 4 stars: Genuinely thank customers for their business and use encouraging language, such as “We look forward to seeing you again!”

Keep appreciative responses short, sweet, and to the point.

• 3 stars: As their customer experience was neutral, take the opportunity to win them over. Offer solutions on how you can improve their experience and maintain an encouraging tone.

• 2 or 1 star: Thank the reviewers for the feedback. If you plan on making any changes, inform them of these innovations. Always maintain a diplomatic, polite, and professional tone to create a positive interaction.

Add Photos, Promote It Business owners can add photos to their Yelp page. While these photos may not increase your Yelp rating directly, adding photographs might persuade customers to review your business or might attract customers to your shop based on appealing photos you’ve uploaded. Consider seasonal updates of featured photos every quarter to capitalize on this opportunity.

There are easy ways you can promote your Yelp pages. Print out and post positive reviews by the register or place a Yelp badge with a link to your Yelp page on your company website. You could add your Yelp link on your business’ Facebook and Instagram pages. Lastly, if customers compliment your shop or certain aspects of it, don’t hesitate to remind them personally that you are on Yelp and appreciate their comments.

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By increasing the amount of Yelp reviews you get, you will lower the impact of every individual rating and be more resilient to the occasional bad review.

Understandably, raising a three-star overall rating to four stars will depend on how many reviews you have in the first place. But remaining focused on the platform throughout the year will help you get to where you want to be.

Monitor Your Rating If your Yelp review is less than three and a half stars, investigating why can be a very valuable exercise. As you read the reviews, you may find opportunities to improve your business. From there, you can create an action plan to work on throughout the year. Even without the incentive of an increased Yelp rating, understanding what does and doesn’t work from your customers is always helpful.

This doesn’t mean that you need to change your business to appease your reviewers. For instance, some customers may leave reviews complaining about the high prices at your shop. As pricing is a business decision you’ve already made, consider changing the way you market your shop to emphasize a luxury experience over an economical one.

Yelp is a significant driver of online, phone, and walk-in traffic. Make sure it’s working for you to grow your business in 2019. $ Would you like more information about leveraging Yelp to the fullest? Contact our eFlorist team at 866-983-3932.

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Flowers and Profits

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Make This Year Even Better Lessons from Last Year Business consultants call the first of the year “The Golden Quarter” because it is the best time to reflect on last year. What you do right now could determine where 2019 will take you. Assess last year and target what needs improvement. Here are six areas to evaluate: 1. Last Year’s Goals. Most business owners set goals for themselves and make certain commitments that they intend to honor. But few actually take a careful tally of how many of those goals were met. Setting a goal is the first of three steps needed. Next, you must review your progress to see what you accomplished.

If you fell short, your goals may have been too lofty. Bring them down closer to earth. If there were too many, limit them to three or four. This might sound too easy, but the challenge is in the follow-through.

2. Shop Aesthetics. Begin at the front door and take a tour of your shop, writing everything that just doesn’t look right. Put yourself in the customer’s shoes. Don’t limit your examination to just inventory. Walls should appear freshly painted and windows should be clean and shining. Carpets and rugs should be in good condition and without stains. The layout of the shop should be inviting, allowing customers to move freely from one area to another.

The shop should smell wonderful.

Merchandise should look fresh as if it were placed on the shelves just that morning. Ask an employee or one of your best customers to take the same tour, writing down anything that seems out of place or poorly positioned.

Combine the two lists, then prioritize what needs to be changed, giving 6

Flowers and Profits

yourself deadlines for when each problem must be addressed. Display your combined list in a place where you will see it often. This will help you stay focused.

Next, run this exact same check on your website. Far more of your customers will see your website than the inside of your shop.

3. Promotions. Plan now for this year’s major promotions. Place your emphasis on getting the word out for each promotion without increasing your budget. For instance, instead of stuffing flyers into merchandise sacks, make it more personal. Hand them to customers and explain briefly about the promotion or event. This simple cost-free act could more than double your response rate. Also pay attention to your website.

4. Your Brand. If you asked your customers what your shop is best known for, what would they say? If you’re not sure, then strengthening your own brand is certainly a necessary goal. List your shop’s strength and ways you could maximize their exposure through signage, promotions, logos, business stationery and cards, and a slogan. Build a brand presence through your products, designs, and services.

5. Network. Become an active participant in your business

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community. You’ll find that networking provides not only sales opportunities, but chances to spend time with business managers who face the same challenges as you. Visit other businesses and meet the owners. Attend community events.

If you have the space, consider hosting a community event in your shop Volunteer once or twice a year to donate your time or merchandise for a good cause. Look for opportunities to work with other florists in your region or state. Take a vendor to lunch.

Strengthen your important business ties.

6. Extra Specials. Look for ways to make customers glad they visited your shop. Hand out long-stemmed roses, sachets, or potpourri. When a loyal customer purchases a birthday bouquet, add a free balloon. When it’s hot outside, offer customers iced lemonade and when it’s cold, serve up hot tea or hot chocolate.

Place a fishbowl near the checkout station and fill it with wrapped candy for your customers. Little things can make a big difference in how people think of your shop. $

Records to Keep

Anti-customer Policies Recently, I experienced both sides of the customer service coin. A friend likes the Lord of the Ring novels, so I purchased a leather-bound gift set online for his birthday. The day I received the set in the mail, I discovered that someone else had just given him the identical set.

I fired off an e-mail to the book dealer, explaining the problem and asking for instructions on a return and refund. Two days went by and I received no response. I e-mailed once more. Two days later, same failure to communicate. So, I phoned the book dealer and mentioned that he might want to check his e-mail server as my letters had received no response.

“We don’t check our mail box every day,” he said, and I started getting a bad feeling.

Forging ahead, I asked for return/ refund/exchange instructions. The book dealer sounded displeased, but told me to send the set back and he would refund my money, minus postage and a “restocking fee.” All told, I was going to be charged about $10. This did not sit well with me and I voiced my complaint, pointing out TeamFloral founder and Flowers and that he was punishing customers instead Profits publisher of making it enjoyable to do business with Dan McManus him. gives the inside scoop – lessons He was unmoved. “Sorry. That’s my he’s learned from policy. No exceptions.” working with some Now for the other side of the coin. I of the smartest florists in America. bought a sweater online the other day.

Because of a keyboarding error, I ordered the wrong size. The package slip listed a toll-free number and when I called it, a cheerful woman answered. She listened to my problem and told me to send the sweater back. She promised to ship the correct size of sweater that very day. No disgusted tone of voice. No extra fees.

I thanked her profusely for her friendly, courteous attitude.

“Why would we be any other way?” she asked, sounding a little surprised. “We want our customers to be totally satisfied.”

Which merchant do you think still gets my business?

Does your shop have any policies or practices that inconvenience or treat the customer unfairly? Look carefully.

Remember, it only takes one badly handled transaction to lose a customer forever.

Even though digital technology gives you a cheaper, easier way to maintain records and reports, you should keep some printed copies of certain documents. Here is a guide to the paperwork to protect.

• Start-up documents — Save all forms related to the legal structure of your shop. They include documents for your corporation, LLC, or partnership agreements.

All state and federal forms that you initially filed, including the EIN paperwork, should be kept.

• Employee records — Keep all employee applications, contracts or offer letters, handbooks, personnel records, W-2s, and termination letters. If an employee has a complaint, question, or sues, the more paperwork you have, the better.

• Vendor contracts — Save these contracts indefinitely. Even though vendor contracts change over time, having a written baseline showing where you started is helpful for future negotiations.

• Tax documents —Tax related documents should be kept for at least six years, but it’s better to keep them in digital form forever. If you think that a document might be tax-related, keep it. If you’re unsure, keep it just to be safe.

• Other paperwork — Miscellaneous business documents including receipts, invoices, refund confirmations, and any other correspondence related to your business can all be scanned and stored electronically. Invest in a scanner and save yourself some time and a lot of physical space. For as little as $40, a scanner allows you to make digital backup copies of important papers. Scan and keep important documents and shred any sensitive ones. For a bit more, you can get scanners with document feeders that make the process even easier.

Keep on Track Advertising only works when it’s the right message sent through the right medium at the right time to the right audience. There are many variables at play. Getting it all “right” takes skill, money and luck. The only way to determine if the stars are aligned is to track the ad results. Advertising without accountability is throwing your money away.

Always ask how you can track an ad and if you will actually take the time or make the effort to do it. Keep a diary or some other kind of accounting that you can use to refer back to so that you can see what worked before and what failed. You might have to give some forms of advertising time to see if they will eventually bear fruit, but you won’t be able to know this if you don’t track and record the results.

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Flowers and Profits

7

FLOWERS AND PROFITS 2651 N 17TH ST BROKEN ARROW OK 74012

PRESORTED STANDARD US POSTAGE PAID OKLAHOMA CITY, OK

Volume 24 Issue 1 January 2019

PERMIT # 436

Out with the Old, In with the New The beginning of a new year is an opportunity for you to clear out leftover holiday inventory with a special sale. However, you can also promote Valentine’s Day products.

Just as you can combine your promotion efforts for some spring holidays, making your marketing more cost-effective, you can do the same thing right before and/or right after Christmas by promoting your clearance sale along with your Valentine’s Day designs.

Two for One Discount leftover New Year’s merchandise while you’re at it.

Anything with 2018 on it should be marked down and heavily promoted throughout January. The year is young and people are still celebrating it, so mark down New Year products and move them out.

Any 2018 merchandise you have left in February should be donated.

Take your loss and move on.

Send e-mails to customers about your clearance sale and entice them to place early Valentine’s Day orders with a generous discount offer.

Early birds can receive something extra special, such as

a 20 percent discount or buy one bouquet and get a second one for half-price. You’ll come out ahead with any of these because they allow you to confidently place flower orders, most likely at a nice discount from your growers.

It’s never too early to plan for Valentine’s Day, right? So get a big jump on it by enticing early orders.

Design two or three Valentine’s Day arrangements, all costing the same, and offer these as your “buy one, get one for half-price” deal, allowing your customers to choose from those top three. Promote them as your “top Valentine’s Day sellers” or “all-time customer favorites.” This will also help your bottom line because you’re controlling what kind of flowers, greenery, and containers you’ll use in your main designs as well as getting a better price on all of it from your wholesalers.

You might be surprised how many customers call in or send Web orders. Depending on the power of your promotions and the beauty of your designs, you could entice quite a few of your loyal customers to get a jump on Valentine’s Day with you.

Don’t choose your least expensive design price or your most expensive. Choose your middlepriced one to promote.

You should include “upsells” with your early order Valentine’s Day specials. Add-ons such as balloons, picks, banners, and even small boxes of chocolates should be included in your offerings.

Encourage customers to add “chocolate kisses” or “heart-shaped

For inquiries or subscription information, please call (800) 342-2251. The subscription rate is $149 in the U.S., CND 225 in Canada, and $250 International. Teleflora members receive semiannual discounted rates of $49.99 in the U.S., and CND 84.00 in Canada.

balloons” for only five dollars more to make their gift of love extra special and memorable.

Of course, you can run this promotion all the way through January by sending out several e-mail notices and splashing it on your website.

Another way to make it even more profitable for your shop is to go through your container inventory and select suitable ones you already have in stock (and have more than you can probably sell normally) and use those for your early-bird designs for Valentine’s Day. You’ll be emptying shelves and saving profit.

Home and Event Decorations As a second, follow-up e-mail, wish your customers Happy Holidays and promote your shop’s site decorating niche. Remind them about your clearance sale, but the main message on this e-mail should be about your ability to decorate for parties.

Instead of powering down after Christmas, keep up the pace by promoting your site decorating niche. Customers who have just finished putting away holiday decorations might welcome the news that you can decorate for their annual gatherings. Plant seeds for upcoming parties and events – Valentine’s Day, weddings, proms, graduations, company events, industry conferences, and so on.

Don’t allow spirits and energy to droop after the holidays. Stoke the fire and keep it burning. $

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the publisher nor Teleflora is engaged in rendering legal, accounting or other professional services.

If legal advice or other expert assistance is required, the services of a competent professional should be sought.

Flowers and Profits is a registered trademark of Teleflora. Opinions expressed are not necessarily those of Teleflora. Although the material contained in this publication is intended to be accurate, neither McManus Publishing, Teleflora, nor any other party will assume liability for loss or damage as a result of reliance on this material. Always seek the counsel of a competent business advisor who understands your specific circumstances.

© 2019 McManus Publishing, Inc. All rights reserved. Flowers and Profits is published 12 times per year by McManus Publishing, Inc., 2651 N 17th Street, Broken Arrow OK 74012, United States.

Phone: (800) 342-2251.

P ublisher E xecutive E ditor E ditor

G raphic D esign

Daniel McManus

Janet Drye

Rich Salvaggio AAF, AIFD, PFCI

Deborah Camp