By Melissa Westcott – Founder of Florist IQ
When I first opened my florist, I thought I had everything figured out. I’d come from a strong business background and knew how to run a profitable store — or so I thought.
But after five years in business, I had to face some hard truths. I was selling, busy, and constantly on the go, yet the profit just wasn’t there. When I finally sat down to really look at my numbers, I realised there were questions I simply couldn’t answer — and those gaps were costing me more than I realised.
Here are five questions I wish I’d asked myself sooner:
1. Do you actually know your true margin — or are you guessing?
If you’re basing your prices on “what feels right” or copying what other florists are doing, you might be missing the mark. Your true margin is what’s left after every cost — flowers, sundries, labour, rent, insurance — is covered. Without knowing that number, you’re pricing blind.
2. Are you pricing your greens, sundries, and wraps?
It’s so easy to overlook the “little things.” But the reality is — those ribbons, cards, boxes, and foliage all add up. If you’re not accounting for them, you’re covering the cost out of your own profit.
3. When was the last time you updated your flower prices?
Market prices change constantly, and what you paid last month (or even last week) can be completely different today. If you’re not reviewing your costs regularly, your pricing probably isn’t reflecting your true expenses.
4. Is everyone on your team pricing consistently?
Even the best systems can fall apart if your team doesn’t use them consistently. One florist adding an extra stem here or using premium wrap without updating the price can eat into your margins fast.
5. Do you know what your business needs to make — to actually make money?
It’s not just about marking up flowers. Your rent, staff wages, electricity, and even your delivery fuel all play a role in determining what your margin needs to be. If you don’t know that number, you might be busy but not profitable.
My Reality Check
These were the exact questions I couldn’t answer in my own florist — and it was a real wake-up call. That’s what led me to create Florist IQ — a tool built by a florist, for florists, to take the guesswork out of pricing.
Florist IQ helps you set accurate margins, price consistently, and stay profitable — without endless spreadsheets or mental math.
If you’ve ever wondered where your profit is going or how to price with confidence, I’d love to help.
Book a one-on-one discovery call with me — no sales pitch, just a chat about how Florist IQ can work for your business and help you finally price with confidence.
