Money is one of the most emotional, loaded topics in the floral industry—and it’s keeping too many florists stuck in survival mode. In this episode, Jen dives deep into the money mindset shifts florists need to make to stop undercharging, stop feeling guilty about profit, and start building a business that actually supports their life.

If you’ve ever felt awkward charging what you’re worth, told yourself “I do this because I love flowers,” or normalized burnout as part of the job—this episode is your wake-up call.

In this episode, we cover:

• Why wanting to make money does not make you greedy
• The damaging “starving artist” narrative in creative industries
• Why revenue does not equal profit (and why so many florists still aren’t paying themselves)
• How underpricing actually hurts your clients, not just you
• The invisible labor florists provide (logistics, emotional labor, problem-solving)
• Why your business should fund your life—not consume it
• The difference between survival mode and abundance mode
• How being paid well allows you to show up more creatively and confidently

Powerful Money Mindset Shifts:

• Wanting more money = financial security, not greed
• Being busy doesn’t mean being successful
• Underpricing isn’t generosity—it’s self-sabotage
• Your expertise has value beyond the flowers
• You don’t have to struggle to be worthy
• A profitable business creates freedom, not burnout

Reflection Prompts from This Episode:

• Where am I undercharging because I’m afraid?
• What would change if I truly believed I deserved to be paid well?
• What is one small money boundary I can set this month?
• What hourly rate do I actually need to feel valued for my time?

Links & Resources Mentioned:

• Floral CEO Mastermind: https://floralceo.com/mastermind
• Workshops & Education: https://floralceo.com/workshop

Valentine’s Day is over—and whether you crushed it or barely survived, the real growth happens after the holiday. In this minisode, Jen walks florists through how to do a post-holiday recap like a CEO so you can stop repeating the same chaos every year and start building a more profitable, sustainable business.

If you’re tired of white-knuckling holidays and hoping “next year will be better,” this episode will show you how to turn Valentine’s (and every major holiday) into a data-driven growth strategy.

In this episode, we cover:

• Why the money is in the review, not just the revenue
• How to use data (not feelings) to make better business decisions
• The 5 areas every florist should review after Valentine’s Day:
  • Financials (revenue, average order value, profit margin)
  • Operations & systems (what broke, what worked)
  • Labor & staffing (overstaffed vs understaffed)
  • Product mix & pricing (what sold, what didn’t)
  • Your energy & capacity (burnout prevention)
• How your Valentine’s data informs:
  • Mother’s Day
  • Prom
  • Wedding season
  • Hiring decisions
• The CEO mindset shift from “survive it” to “optimize it”
• How to make future holidays more profitable without working harder

Free Resource:
Download the free Holiday Recap Worksheet to walk through this process step by step:
👉 https://floralceo.com/holiday

This worksheet helps you review:

• Your numbers
• Your systems
• Your staffing
• Your pricing
• Your own capacity

So next year, you’re not guessing—you’re leading like a CEO.

Feeling overwhelmed, stretched thin, and still wanting your floral business to grow? You’re not broken—you’re human. In this minisode, Jen breaks down 10 simple, doable actions to help you regain momentum in your business even when life feels heavy. This episode is all about compassionate strategy: tiny steps, CEO-level thinking, and getting out of freeze mode without burning yourself out.

You’ll learn how to shift from emotional overwhelm into grounded action, create forward motion without needing “perfect conditions,” and refocus your energy on what actually moves the needle in your floral business.

In This Episode, We Cover:

• Why overwhelm doesn’t mean you’re failing—it means you care
• How to take action even when you feel behind or stuck
• The power of micro-momentum when everything feels like “too much”
• How to identify the one next step that matters most
• CEO-level thinking when your nervous system wants to shut down
• Why consistency beats intensity when you’re overwhelmed
• How to simplify your priorities when your brain feels cluttered
• What to focus on in your business when you don’t have extra energy
• How to build habits that support growth (even in hard seasons)
• Reframing overwhelm into clarity, control, and confidence

Key Takeaway:
You don’t need a perfect plan or unlimited time to grow your floral business. You need one small, intentional step that moves you forward. Momentum creates clarity. Action creates confidence. Even when life feels heavy, your business can still grow—if you choose progress over perfection.

Resources & Mentions:

• Floral CEO Mastermind: https://floralceo.com/mastermind
• Floral Rockstar Workshops: https://floralceo.com/workshop

Connect with Jen:
Instagram: @‌thefloralceo
Website: https://floralceo.com

🎧 SEO & Website Metrics for Florists (Simple Breakdown)

Hey flower friends!
 I get genuinely excited when I see that lightbulb moment go off for someone in business—when things finally start to click. So today, I want to break down SEO and website performance in a really simple, practical way.

There’s so much noise around websites, SEO, and analytics. Let’s cut through it and focus on what actually matters for florists.

🌿 Step 1: Is Your Website Even Set Up to Convert?

Before we talk numbers, ask:

• Is your site easy to navigate?
• Are pages labeled clearly?
• Do people land where they expect to land?
• Are your main revenue pillars obvious?
   (Weddings, events, everyday deliveries, sympathy, holidays, etc.)

Your website should guide people naturally toward how you make money.

📊 The Only Website Metrics You Really Need to Watch

Here are the key numbers I look at when someone says, “I’m not getting enough orders.”

1️⃣ Unique Visitors

This is how many individual people visit your site.

Example:
 500 unique visitors + 1,000 sessions = people are returning (good sign!)

2️⃣ Bounce Rate

This tells you how many people land on your site and leave without doing anything.

🚩 If your bounce rate is 70–75% or higher, people aren’t finding what they expected.

This usually means:

• The page doesn’t match the search intent
• The layout is confusing
• The site loads slowly
• The offer isn’t clear

3️⃣ Page Paths (User Flow)

Where do people go once they land?
 Example:
 Home → Weddings → Gallery → Contact Form → Exit

This helps you see:

• What pages are working
• Where people get stuck
• Where they drop off

4️⃣ Time on Site

Longer time can be good… but sometimes it just means someone left the tab open. Use this metric alongside others, not alone.

5️⃣ Cart Abandonment (For Ecommerce)

If 10 people start checkout and only 5 finish, you’re losing 50% of potential sales.

Common reasons people bail:

• Checkout is too complicated
• Too many form fields
• Slow load times
• Confusing pricing
• Poor mobile experience

I always recommend pretending you’re a customer and going through your own checkout process. You’ll spot issues fast.

6️⃣ Conversion Rate

This is HUGE.

Industry averages:

• ~3% = meh
• 5–6% = strong
• 10%+ = dialed in

If you have 1,000 visitors and only 10 sales, your conversion rate is 1% — which tells us something on the site isn’t working.

I’ve coached florists with 10–15% conversion rates. It’s possible.

🔍 Where Are Your Customers Coming From?

Traffic sources matter:

• Google search
• Instagram
• TikTok
• Email
• Pinterest

If TikTok brings tons of traffic but zero orders… that might not be where your buyers live.

This is tracked through UTM links and Google Analytics, and it’s powerful info for deciding where to focus your marketing energy.

🧠 The Big Truth:

If sales are slow, you have either:

• An audience problem (not enough right people),
• A conversion problem (your site isn’t turning visitors into buyers),
• Or both.

Data helps you know which one it is.

⚠️ One Website Warning

When you completely redo your website, you often wipe out years of SEO authority Google has built for you.

Sometimes you don’t need a full rebuild — you just need:

• Better structure
• Better messaging
• Better CTAs
• Faster load speed
• Cleaner checkout

A tune-up can outperform a total overhaul.

🌼 Final Thought

Your website should be your best salesperson:
✔️ Clear
 ✔️ Easy
 ✔️ Data-driven
 ✔️ Built to convert

If you’re struggling to make sense of your numbers or feel like your site isn’t working for you, I’m always happy to jump on a 1:1 and help you find the small tweaks that can turn your website into a lead and sales machine.

You deserve a site that actually works for you, not just one that “looks pretty.” 💻🌸

How to Grow Your Floral Business Revenue (Without Guessing or Burning Out)

Growing your floral business revenue doesn’t start with hustling harder — it starts with clarity.

In this episode, Jen breaks down how to intentionally grow revenue by looking at what’s already working, identifying where your biggest opportunities live, and creating a strategy rooted in facts — not feelings.

After a full month of deep coaching sessions and mastermind strategy calls, one thing became crystal clear: florists who grow sustainably understand their numbers, track their revenue intentionally, and make decisions like CEOs.

If you’ve ever said:

• “I want to make more money, but I don’t know where to start”
• “I’m booked, but I’m not profitable”
• “I feel busy but unsure if I’m actually growing”

This episode is for you.

In this episode, you’ll learn:

• Why “I want to grow by 10%” is not a strategy — and what to do instead
• How to break down your revenue by category (weddings, funerals, corporate, a la carte, etc.)
• How to identify which part of your business has the most growth potential
• Two main ways to grow revenue:
  • Increasing your average order value
  • Increasing the number of aligned clients
• How small pricing adjustments (delivery, setup, labor, service fees) can unlock thousands in revenue
• Why tracking and forecasting your weddings changes how you make decisions
• How upsells, thoughtful design suggestions, and month-out calls can increase revenue without more bookings
• Why paying yourself should be a forethought, not an afterthought
• How cutting expenses and improving margins can increase take-home pay without more work
• Why running your business on data (not vibes) is a CEO move

Key takeaways:

✔ Revenue growth comes from reflection + forecasting
✔ You don’t need more bookings — you need better strategy
✔ Knowing your numbers gives you power, confidence, and options
✔ Paying yourself is non-negotiable — this is a business, not a hobby

Tools & resources mentioned:

• Profit First (book & audiobook)
• Simple revenue tracking spreadsheets
• Forecasting your booked weddings throughout the year

Ready for support?

If this episode made you realize you need help building a real growth strategy, Jen offers:

• 1:1 private coaching sessions Coaching Call-1 hr. $ - Jeni Becht
• The Floral CEO Mastermind — monthly strategy, Q&A, and CEO-level support

👉 Learn more at Floral CEO Mastermind

You deserve a business that pays you well, supports your life, and grows with intention.
This is your sign to stop guessing — and start leading.

In this minisode, Jen breaks down the 10 habits she consistently sees in florists who are thriving—financially, creatively, and mentally. Inspired by Atomic Habits and grounded in real coaching conversations with florists at every stage, this episode isn’t about doing more. It’s about doing the right things consistently.

If you’ve ever wondered why some florists seem calm, confident, booked, and profitable—this episode pulls back the curtain.

In this episode, we cover:

1. Successful florists plan before they design

Calm wedding days come from preparation—not talent alone. Timelines, recipes, mechanics, and labor are reviewed before flower week ever starts.

1. They know their numbers (even if they hate them)

Average wedding value, labor costs, and profit margins matter. Profitable florists make decisions based on facts, not feelings.

1. They communicate clearly and confidently

No over-explaining. No apologizing for pricing. Clear, calm communication builds trust and authority.

1. They say no more than they say yes

Boundaries protect energy, creativity, and profitability. Saying no is a business strategy—not a failure.

1. They take action before they feel ready

Confidence is built through action. Posting, raising prices, and trying new designs all come before feeling “ready.”

1. They build systems that support busy seasons

Templates, workflows, and checklists reduce stress and prevent burnout when things get hectic.

1. They protect their creativity

Creativity is treated like a resource—not something to drain dry. Successful florists intentionally seek inspiration and avoid burnout work.

1. They show up consistently (not constantly)

Sustainable marketing rhythms beat burnout posting cycles. Visibility comes from consistency, not volume.

1. They evolve instead of staying stuck

Pricing, offerings, branding, and business models change as florists grow. Reflection and adaptability are key.

10. They think like CEOs, not just designers
Decisions are made with long-term sustainability, alignment, and profitability in mind—not short-term ease.

Key takeaway:

Success isn’t about working harder—it’s about building habits that support the business and life you want.

Resources & Next Steps:

• Want accountability and CEO-level support? Learn more about the Floral CEO Mastermind
  👉 http://floralceo.com/mastermind
• Ready to reconnect with your creativity and skill set? Check out the Floral Rockstar Workshop Series
  👉 http://floralceo.com/workshop

Let’s connect:

DM Jen on Instagram and share:

• Which habit you already have dialed in
• Which habit you’re committing to build in 2026

You don’t need to change everything—just start with one habit that moves you forward.

Most florists think branding is something you do after you’re established — after the logo, the website, the luxury weddings, the polished feed.

But the truth is this: you already have a brand.
And if you don’t intentionally shape it, your clients will shape it for you.

In this episode, Jen breaks down what a brand actually is (and what it isn’t), why your behavior matters more than polish, and how you can start building a powerful, recognizable brand from any stage of business.

This isn’t about aesthetics — it’s about alignment, consistency, and becoming known for something.

In This Episode, You’ll Learn:

• Why a brand is a feeling, not a logo
• How your behavior builds your brand faster than visuals
• Why you are the brand (especially early on)
• How to pick a lane instead of trying to be everything
• The power of repetition in brand building
• How boundaries create a premium brand
• Why consistency builds trust and recognition
• How personal branding accelerates growth
• When (and why) it’s okay to evolve your brand
• How strong branding attracts better clients with less effort

Key Takeaway:

A brand isn’t built in polish — it’s built in how you show up.
Your energy, tone, boundaries, and consistency are the brand.

Action Steps:

• Choose 3 words you want people to associate with you
• Update your bio with what you want to be known for
• Audit your communication — does it sound like you?
• Decide what you’re no longer available for
• Start showing up consistently, not perfectly
• Repeat your message instead of reinventing it

Brand is a long game — and that’s what makes it powerful.

If you’ve ever felt overwhelmed by installations (or worried something’s going to fall, shift, or turn into a full-blown stress spiral on site)… this minisode is for you.

Jen shares her go-to installation workflow (including why she builds 90% in the studio) plus the exact tools that make installs faster, safer, and way more confident.

In This Episode, We Cover:

• Why building most of your install in your studio reduces stress + mistakes
• How to save almost 50% on foam cages by buying empty cages online
• The easiest way to hang installs with airplane cable without manual screw stops
• The zip tie mistake that makes installs weaker (and harder to tighten)
• Jen’s favorite “modular” stand system for head tables, bars, arches, and spill designs

Resources Mentioned (Links)

1. One-brick foam cages — Jen’s go-to
   ➡️ https://a.co/d/bKOUxkd
2. Urban Trapeze cable stops (no crimping tool needed)
   ➡️ https://a.co/d/3RdwidI
3. Plastic-coated airplane cable (Jen’s preference)
   ➡️ https://a.co/d/cgOtk86
4. 30-inch heavy-duty zip ties (thick + strong)
   ➡️ https://a.co/d/ilMtf8D
5. Metal “square tent stands” for 2x4 installs (modular base system)
   ➡️ https://www.etsy.com/listing/607288186/two-square-tan-stands?ref=yr_purchases

Want to Learn This Hands-On?

Installation Rockstar Workshop
📍 Essence Event Center — St. Paul, MN
📅 March 10–11
🎭 Theme: Old Hollywood Glamour (dirty martinis + pearls + calla lilies)

You’ll build (and photograph!) an epic portfolio:

• Head table install
• Hanging install
• Cake moment
• Dirty martini tower moment
• Ceremony install
  Plus a full styled shoot gallery included.

👉 Details + tickets: http://floralceo.com/workshop

Ever feel like you’re doing “all the right things” — consults, proposals, follow-ups — and still hearing no? In this episode, Jen breaks down what happened after she received three client no’s in a row, how she audited her response times, proposal quality, tone, and energy… and how she turned that slump into four yeses (including higher-budget bookings).

This is a must-listen for wedding florists who want to book more weddings, improve their close rate, and communicate with more confidence, even when life feels heavy.

What You’ll Learn

• Why “no’s” often have nothing to do with your design skills
• How your energy + excitement shows up in your consults (even if you think it doesn’t)
• The sneaky ways your response time impacts your booking rate
• How templated emails can accidentally make you sound cold, robotic, or not like you
• The difference between being “professional” and being forgettable
• How to re-ignite your passion when you’re feeling overwhelmed or burned out
• A simple self-audit to do anytime your close rate dips

The “Booking Slump Audit” (Steal This)

If you’re getting no’s, ask yourself:

1. How fast did I respond to the inquiry + follow-ups?
2. Did my proposal feel custom + enthusiastic or copy/paste?
3. Did my email tone sound like me?
4. Did I highlight what makes me the right choice (venue expertise, sourcing, seasonality, confidence)?
5. Was I excited… or was I operating from stress, overwhelm, or “whatever”?

Key Takeaways

• People don’t just book flowers — they book confidence, care, and leadership
• Brides want to feel like you’re excited about THEIR wedding, not just another job
• You can be honest and still sell with energy (even if the world feels heavy)
• You can turn the game around fast — one email, one consult, one proposal at a time

Action Step

Pick ONE lead you’re currently nurturing and do this today:

• Re-read your last email/proposal and ask:
  “Would I book me after reading this?”
  Then add 2–3 lines of personality + excitement + expert guidance.

Mentioned

• Your consultation + proposal turnaround time
• Why “education” is part of selling wedding flowers
• How to communicate value without sounding defensive
• Designing a business that attracts clients you actually love

Want support + structure?
If you’re ready to tighten up your sales process, raise your close rate, and book aligned clients — come hang out with us inside the Floral CEO Mastermind.

If you want 2026 to be the year you finally feel like a confident, profitable, in-control Floral CEO, this minisode is for you.

In this episode, Jeni shares five essential goals every florist should add to their goal list — whether you’re a newer business owner or a seasoned florist who wants more ease, clarity, and profitability.

These aren’t fluffy goals. They’re CEO-level goals that help you stop running your business in reactivity and start running it with intention, strategy, and confidence — without burning yourself out or losing your love for flowers.

🌿 The 5 Goals Every Floral CEO Needs in 2026

1️⃣ Schedule CEO Time (Non-Negotiable)

If you never slow down to look at your business, you’ll always be stuck reacting instead of leading.
CEO time is where clarity happens — reviewing what’s working, what’s not, and what actually feels good.

Action: Schedule a weekly CEO morning, afternoon, or full day where you work on your business, not just in it.

2️⃣ Know Your Numbers (Not Just Your Feelings)

Feelings are important — but facts create profitable decisions.

Understanding your profit margins, labor costs, and where your money is actually going allows you to refine pricing, spot leaks, and confidently grow without guessing.

Action: Make “knowing my numbers” a 2026 goal — even if you start small with one wedding or one month at a time.

3️⃣ Commit to Consistent Networking

Networking is one of the fastest ways to grow a floral business — and most florists avoid it.

When you consistently show up in rooms (or communities) where planners, venues, and industry pros already gather, you shorten the path to better clients and better opportunities.

Action: Choose one networking space and show up consistently this year.

4️⃣ Simplify One System in Your Business

Complexity creates burnout. Simplicity creates profit.

Instead of trying to overhaul everything, pick one system to refine — your inquiry process, ordering workflow, proposal system, or service offerings — and make it easier for both you and your clients.

Action: Ask: If I simplified this one thing, where would my energy open up?

5️⃣ Create Monthly Creative Inspiration

You’re not just a business owner — you’re an artist.
And when creativity dries up, burnout follows fast.

Scheduling intentional creative time keeps you inspired, excited, and emotionally connected to your work — which directly impacts your business growth.

Action: Plan one creatively fulfilling experience every month (a workshop, experiment, installation, or passion project).

💐 Why These Goals Matter

These five goals help you:

• Step into your CEO identity
• Increase profit without more chaos
• Simplify instead of overcomplicate
• Build a business you actually love
• Stay inspired while growing sustainably

This is how you stop surviving and start leading.

🎓 Want Help Implementing These Goals?

If you’re ready for structure, accountability, and creative inspiration, join Jeni inside:

✨ **The Floral CEO Mastermind **floralceo.com/mastermind
✨ Hands-on Creative Workshops
✨ CEO strategy, planning, and support

👉 Learn more at: http://floralceo.com/workshop
👉 Or DM Jeni on Instagram to share which system you’re simplifying this year

🌸 Final Note

You don’t need more goals — you need the right goals.
These five are the foundation of a calm, profitable, aligned floral business in 2026.

You’ve got this, flower friend 💪🌷