To know where you're going you must first know from where you've come. Our industry is changing fast. Mass Merchandisers have discovered how profitable their floral departments can be and moved them right next to the front door! Retail florists are finding themselves hit hard from increasing competition and large corporate buying power. And yet, our domestic floral market is less than 20% as large as European floral markets! Our industry offers plenty of room for growth, particularly for those florists who see, understand, and adapt to our changing industry.

This bundle includes three of Tom's best articles on the changing times of our industry. In this collection Tom examines floral's past and what current trends indicate. Tom outlines the concept of category management and explains how this new management thinking can guide you to greater profitability in this new century. Tom talks about the advantages of pre-booking your product orders much earlier than what many of us are used to.

Finally, Tom addresses three important areas for Floral Buyer's to bear in mind when mapping out their business plans and forecasts. Tom's ideas are simple, straightforward, and easy to implement and they get  RESULTS!

Included Articles:

• The Way It Was, The Way It Is, and the Way Its Going… The Changing Trends and Times of Our Industry
• Selling in Today's Floral Marketplace
• A Buyer's Checklist to Marketing For Results