These two questions must be answered before you embark on any other aspect of your business. Before products are purchased, personnel hired, training programs defined, distribution systems coordinated, advertising plans developed, etc, etc. — you must define who you are, where you are, where you are going, and how you are going to get there.

Tom makes creating and implementing your floral strategy much easier in this carefully written guideline. He lays out the basic framework as well as putting forth the central questions a sound floral strategy must answer. Tom’s straightforward and simple approach makes this often tedious task much easier to complete and provides you with a simple framework to help you navigate a successful course with your floral business.