The Floral CEO

In this insightful episode of The Floral Hustle podcast, Jen welcomes special guest Franceska, widely known as “The Hotel Florist.” Franceska shares her journey from corporate burnout to building a sustainable and profitable floral business through recurring hotel contracts. She explains how florists can explore revenue streams beyond weddings and daily flower orders, especially by partnering with hotels and other high-end corporate clients.

Whether you’re a florist eager to boost your income, find financial stability, or simply avoid the wedding season grind, this episode reveals how to approach the hotel industry with confidence. Discover the potential of building a high-value, recurring revenue model and learn actionable steps to get started in this niche.

Topics Covered:

• Franceska’s Journey - From Dubai to Dallas, hear how Franceska transitioned from corporate life to a flourishing floral career, ultimately creating “The Hotel Florist” and establishing herself in the hotel and luxury space.
• Recurring Revenue for Florists - Why relying solely on weddings can limit your income potential, and how regular contracts can transform your floral business.
• Mindset Shifts for Success - Both Jen and Franceska dive into how trauma, confidence, and the willingness to redefine success contribute to business growth.
• Understanding Hotel Contracts - Tips on approaching hotels, speaking to decision-makers, and creating mutually beneficial relationships.
• Profit First Approach - How implementing the Profit First method can ensure a healthy cash flow and prevent burnout for florists.
• Actionable Steps to Begin Working with Hotels - Franceska shares practical first steps for florists to start pitching their services to hotels, including identifying potential clients and creating strong initial proposals.

Key Takeaways:

1. Think Beyond Weddings: Weddings are wonderful but shouldn’t be your sole revenue stream. Consider recurring hotel or corporate contracts for stability.
2. Mindset Matters: Address past limitations and step into an empowered, growth-oriented mindset to attract high-value clients.
3. Profit First: Learn to manage cash flow with the Profit First method and take home consistent profit, even in a fluctuating industry.
4. Network with Confidence: Don’t be afraid to reach out to hotels! Francesca explains how to approach general managers with confidence.
5. Scale Efficiently: Building long-term corporate partnerships can help you scale your business sustainably and free up time for what matters most.

Resources Mentioned:

• The Hotel Florist Instagram
• Profit First by Mike Michalowicz

For anyone who wants to sign up for Novo use this link for $40 free cash: https://onboarding.novo.co/signup?referral_code=FranceskaMcCaughan&first_name=Franceska

SurThriving Memoir on Amazon: amzn.to/4aGCG1t

Hotel Florist Profit Method Best Selling Book on Amazon: https://amzn.to/3YRrs7Q

Join my free masterclass on How to Start with Hotels on November 10th, 11th and 15th: https://webinarkit.com/webinar/registration/67237449169d9ea21b8c6e0d

PROGRAM LINKS: 
Starter Challenge: https://www.thehotelflorist.co/offers/kJfYujU8?coupon_code=WELCOME90 
Starter Challenge Holiday Edition: https://www.thehotelflorist.co/offers/oeK7zwBr Petals to Profit, 6 Week Consistent Income System: https://www.thehotelflorist.co/petals-to-profit 
The Hotel Florist Starter Kit: https://www.thehotelflorist.co/starter-kit The Hotel Florist Profit Method (doors open November 10-16, 2024) so email us to get on the list: hello@thehotelflorist.

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Welcome, flower friends! 🌸 In this minisode of The Floral Hustle, Jen dives deep into the art of creating beautiful floral designs by breaking down the essential layers of design. Perfect for florists looking to refine their recipes, simplify pricing, and elevate their arrangements, this episode guides you through each layer needed to make your florals bloom to their fullest.

Episode Highlights:

• Foundational Blooms: Learn why larger blooms, like roses, peonies, and mums, are ideal for creating structure and adding volume.
• Transition Blooms: Discover how medium-sized flowers such as spray roses and lisianthus add softness and blend the focal blooms with fillers.
• Fillers for Depth: Explore the role of Queen Anne’s lace, wax flower, and baby’s breath in filling gaps, creating texture, and balancing color.
• Line Flowers for Drama: Hear Jen’s thoughts on using line flowers like delphinium and snapdragons to add verticality and flair to designs.
• Dancing Flowers for Movement: Learn how delicate blooms like scabiosa and cosmos bring elegance and motion to arrangements.
• Coverage Blooms: For larger pieces, Jen explains the use of big coverage blooms like hydrangeas to mask mechanics and bulk up designs affordably.

Key Takeaways for Florists:

1. Recipe Building: Simplify planning with a foundational floral recipe that can be adjusted to suit any client’s preferences or budget.
2. Sourcing Smartly: Tips on buying hydrangeas and other blooms affordably from auctions, ensuring fresher and higher-quality flowers for your designs.
3. Scaling Your Business: Get insights into choosing budget-friendly options without sacrificing the fullness and beauty of your arrangements.

Special Announcement: Business, Bouquets, & Branding Workshop

Exciting news! Jen is launching the Business, Bouquets, & Branding Workshop in January, held in her home-based studio in Minneapolis. This unique, hands-on workshop will cover everything from recipe building to photographing your creations and branding your floral business with confidence.

In this episode of The Floral Hustle, host Jen dives into the realities of balancing a thriving floral business with motherhood, personal wellness, and ADHD. As a solo florist working out of her garage and generating six figures, Jen shares candid insights about managing life’s daily challenges while keeping her business stress-free and profitable. With over 20 years of experience and a certified life and mindset coach, Jen reveals how to build resilience, prioritize mental health, and maintain harmony in both business and family life.

Episode Highlights:

1. Balancing Life as a Florist and Mom
   Discover Jen’s unique strategies for managing a demanding florist business while parenting two kids, one with special needs. She discusses her approach to building a stable, supportive environment for her family amidst the demands of running a successful floral business.
2. Mental Health in the Florist Industry
   Jen opens up about her personal journey, sharing the significance of mental health in her life and business. From building her $100K florist business to becoming a life coach, she explains how supporting mental wellness is essential for business growth and personal satisfaction.
3. Systems and Tools for Florist Efficiency
   Learn Jen’s top productivity tools, from Google Calendar to Trello, that streamline her daily tasks and help her stay organized. Discover tips for managing scheduling, handling unexpected issues, and avoiding burnout as a florist.
4. Navigating ADHD in Business
   With a recent ADHD diagnosis, Jen shares how she’s turned this challenge into a strength. Learn how she uses structure, self-discipline, and small, achievable goals to keep her business running smoothly and reach new heights of success.
5. Setting Boundaries and Finding Balance
   Jen emphasizes the power of saying no and prioritizing tasks that "feel good" for the business. She explains why creating boundaries—like using scheduling tools and prepping each Sunday—is crucial for avoiding overwhelm and maintaining balance.
6. Supporting Fellow Florists on Their Journey
   In her role as a mindset coach, Jen works with florists to help them achieve balance, mental wellness, and business success. She shares her hope to support other florists, encouraging them to create thriving businesses without compromising their well-being.

In this episode, Jen shares actionable tips to help you move closer to achieving a $100,000 floral business. Whether you're just starting out or have been in the floral industry for a while, these three simple yet powerful steps can set you on the right path. It's all about the little things you can do this week that will lead to bigger results.

Key Takeaways:

1. Build Relationships with Wedding Planners:
   • Reach out to three local wedding planners and start building relationships. Wedding planners can be your key to booking more weddings, as they often refer florists to couples.
   • Pro Tip: Start by following them on social media, interacting with their posts, and showing genuine interest in their work. This can open the door to collaborations that could generate substantial revenue for your business.
2. Audit Your Online Presence:
   • Review your Instagram, TikTok, Facebook, and website. Does your branding clearly communicate that you are a wedding and event florist? First impressions matter!
   • Tip: Ask someone to describe your business after looking at your online platforms to ensure your messaging is clear and effective.
3. Invest in Yourself:
   • Whether it’s time or money, investing in your personal and professional growth will yield returns. Jen shares how she has spent over $80,000 on her development, which helped her grow her business significantly. From courses to coaching, taking the time to learn from others can fast-track your success.
   • Book Recommendation: Profit First by Mike Michalowicz – a game-changer for financial management in your business.

Want to Fast Track Your Success?
Jen introduces the Floral CEO Accelerator, a 12-week group program designed to help wedding and event florists build a thriving business. If you're ready to take your business to the next level, check out the details in the show notes below. https://thefloralhustle.myflodesk.com/floralceoaccelerator

Resources Mentioned:

• Profit First by Mike Michalowicz
• The Floral CEO Accelerator Program https://thefloralhustle.myflodesk.com/floralceoaccelerator
• Blue Blossom Academy (for launching a silk flower business)

Follow Jen on Instagram:
@‌thefloralhustle
Be sure to follow Jen for more business tips, insights, and inspiration!

Join the Conversation:
What steps are you taking to move your floral business toward $100K? Share your thoughts in the comments or tag Jen on social media!

In this episode of The Floral Hustle podcast, Jen dives into the strategies that successful florists can use to keep their calendar full, even during slow seasons. From booking high-end clients to ensuring consistent bookings year-round, Jen offers practical tips for wedding florists looking to build and maintain a six-figure floral business. Learn how to manage client expectations, foster relationships with key wedding vendors, and keep your creative spark alive to attract your ideal clients.

Key Topics Discussed:

• How to book weddings even during off-season months
• Importance of staying visible and maintaining consistent communication with clients
• Building strong relationships with wedding planners, photographers, and venues to grow your referral network
• Creative ways to showcase your floral designs when business is slow
• The power of showing up consistently on social media to stay top-of-mind with potential clients
• How systems and processes can help streamline your marketing efforts
• Elevating your brand to attract higher-budget weddings
• Jen’s own experience of rebranding her floral business to attract better clients
• The value of accountability in hitting your business goals and how to implement it

Why You Should Listen:
If you’re a florist looking to scale your business to six figures, this episode is packed with actionable tips and strategies to help you consistently book weddings and grow your business. Jen’s advice on staying creative, cultivating vendor relationships, and using social media strategically will help you hit those revenue goals while keeping your passion for floristry alive.

Quotes from the Episode:

• "When business is slow, that’s when you need to hit the gas on follow-ups and stay visible with your audience."
• "Consistently booking clients year-round means staying top of mind with planners, photographers, and venues."
• "Showcase your creativity even when it’s slow—spend $25 on flowers and create content to inspire your audience."

Mentioned in This Episode:

• Join the 100K Challenge at thefloralhustle.com/100K
• Follow Jen on Instagram for more floral business tips
• Stay tuned for more details on Jen’s upcoming mastermind style group coaching program for florists!

Connect with Jen:

• Website: http://thefloralhustle.com
• Instagram: @‌thefloralhustle

In this minisode of The Floral Hustle, Jen dives into the importance of diversifying your revenue streams as a florist to build a thriving, six-figure business. She discusses why relying on a single revenue source—like wedding florals—can limit growth and lead to burnout. Instead, Jen shares how adding a la carte flowers, silk flower rentals, workshops, and corporate partnerships can transform your business, boost your income, and reduce stress.

If you're a florist looking to scale your business to $100K and beyond, this episode is packed with actionable insights on how to create multiple streams of income while maintaining a life-first business.

Key Takeaways:

1. Don't Rely on One Revenue Stream: Learn why focusing on multiple income sources like a la carte flowers, silk flower rentals, and cultural weddings helps protect your business.
2. Creative Freedom & Financial Stability: Discover how you can maintain creative control while ensuring financial security by diversifying revenue streams.
3. Building a Six-Figure Florist Business: Jen shares tips on how she reached $250K+ in wedding business revenue this year alone by strategically adding new income sources.
4. The Silk Flower Rental Opportunity: Find out how Jen's latest venture into silk flower rentals has already generated over $8,500 with minimal effort.

Episode Highlights:

• [00:00] Jen introduces the importance of not putting all your eggs in one basket as a florist.
• [00:03] Different revenue streams florists can adopt: weddings, cultural weddings, a la carte flowers, and silk flower rentals.
• [00:06] Why a retail shop might not be the best choice for a florist wanting more freedom.
• [00:12] Insights into launching a silk flower rental business and how Jen quadrupled her investment.
• [00:16] A la carte flowers: A great way to generate passive income with minimal hassle.
• [00:18] How multiple revenue streams can protect your business and support sustainable growth.

Links & Resources:

• 100K Challenge: Join Jen's 5-Day 100K Floral Business Challenge from October 21–25. thefloralhustle.com/100k
• Blue Blossom Academy: Interested in launching a silk flower rental business? Use code HUSTLE for an exclusive discount. Learn more here.
• A la Carte Flower Program: Listen to Jen’s previous episodes on how to implement a successful a la carte flower program for your florist business.

In this special 100th episode of The Floral Hustle podcast, I dive into the essential strategies every florist needs to build a successful and profitable floral business. Whether you’re just starting out or looking to elevate your business to six figures, this episode covers the foundational principles that will help you create a business that not only fulfills your passion but also provides financial stability.

I also share exciting details about my upcoming 5-Day 100K Challenge, where you’ll learn how to grow your business to six figures while maintaining balance in your life.

What You’ll Learn in This Episode:

1. Pricing for Profit – The importance of properly pricing your floral services to ensure profitability, using the right formulas, and accounting for labor and hard goods.
2. Attracting Your Ideal Client – How to market to the clients you want to work with by showcasing the right style of work and building trust with higher-budget clients.
3. Streamlining Your Services – The power of simplifying your service offerings to make your business more efficient and scalable.
4. Consistent Marketing – Tips for showing up regularly in your marketing efforts to grow your floral business and drive client engagement.
5. Building Key Relationships – Why connecting with wedding planners, event coordinators, and other industry professionals is critical to long-term success.

Why You Should Listen: If you’re a florist striving to grow your business to six figures and beyond, this episode is packed with actionable insights that will help you transform your floral business into a profitable, sustainable venture. From pricing strategies to relationship-building, this episode will give you the tools you need to attract the right clients, streamline your operations, and scale your business.

Episode Highlights:

• The common mistake florists make with pricing and how to avoid undercharging.
• Why attracting ideal clients starts with understanding who you want to work with and positioning your brand accordingly.
• How simplifying your service offerings can help you save time and increase efficiency.
• The importance of consistent marketing and how to set up content pillars to make your social media strategy easier.
• Real-life examples of how building relationships with key industry players can significantly boost your business revenue.

Resources Mentioned:

• Join the 5-Day 100K Challenge thefloralhustle.com/100k
• Download the Floral Pricing Guide thefloralhustle.com/pricing

Take the Next Step: Ready to take your floral business to the next level? Join me for the 5-Day 100K Challenge where you’ll learn the exact steps to build a six-figure business that you love. Sign up here- thefloralhustle.com/100k

Connect with Me:

• Website: TheFloralHustle.com
• Instagram: @‌TheFloralHustle

In this week’s minisode of The Floral Hustle, Jen dives deep into the importance of consistency in building a six-figure floral business. Discover how small, consistent actions—whether in social media, client follow-ups, or even planning your week—can lead to massive results over time. Jen shares real-world examples of how inconsistent efforts in areas like social media posting can hinder growth and outlines how to build strategies that work.

Key Takeaways:

1. Consistency is Key: Sporadic efforts, especially on social media, won’t yield the results you're aiming for. Consistently showing up is essential for success.
2. Develop a Social Media Plan: Posting randomly won’t cut it. Jen shares insights on creating content pillars to make your social media strategy manageable and effective.
3. Client Follow-ups: Having a consistent communication plan with clients is crucial for business growth. Learn how to set up a follow-up process that helps you close more clients.
4. Weekly Planning: Organizing your tasks and to-do lists can make your week more productive and help you stay on track with both personal and professional goals.
5. Keep Promises to Yourself: One of the most critical elements of consistency is sticking to the promises you make to yourself. Whether it’s fitness goals or business objectives, following through will help you become the entrepreneur you aspire to be.

Actionable Tips:

• Set up content pillars for your social media to post consistently and stay in front of your audience.
• Create a weekly plan to organize both business tasks and personal commitments.
• Establish a client follow-up system to ensure steady communication and higher booking rates.

Welcome to The Floral Hustle podcast! In this episode, I, Jeni Becht, share my personal journey of scaling my floral business from a side hustle into a six-figure enterprise. If you’re a florist struggling to grow your business, feeling overwhelmed by competing demands, or unsure how to take your floral career to the next level, this episode is for you!

Episode Highlights:

• Overcoming Self-Doubt: Learn how I moved from thinking my business could only be a side hustle to realizing it had the potential to thrive as a six-figure business.
• Personal Challenges: I discuss the major life transitions that affected my business, including losing my mother, navigating motherhood, and making critical decisions for my family while running a growing business.
• The Power of Community: I share how surrounding myself with industry leaders like Holly Chapple and joining creative business masterminds changed my perspective on the value of my work.
• Investing in Yourself: Why investing in education, mentorship, and building relationships with planners and decorators helped me scale my business.
• Work-Life Balance: Balancing floral entrepreneurship with motherhood and my strategies for maintaining mental, physical, and emotional health while running a successful business.

Join the 100K Challenge for Florists

Want to learn the exact framework I used to scale my floral business to six figures? Join my 5-day 100K Challenge from October 21-25, 2024, at 1:00 PM CST. You’ll get actionable insights on how to charge your worth, streamline your processes, and grow your floral business sustainably.

Register now at and start building the floral business of your dreams!

Join the 100K Challenge for Florists

Want to learn the exact framework I used to scale my floral business to six figures? Join my 5-day 100K Challenge from October 21-25, 2024, at 1:00 PM CST. You’ll get actionable insights on how to charge your worth, streamline your processes, and grow your floral business sustainably.

Register now at thefloralhustle.com/100k and start building the floral business of your dreams! 

In this minisode of The Floral Hustle podcast, host Jeni Becht dives into the realities of owning a six-figure floral business. Jeni breaks down what it really means to have a $100,000 business, from gross and net profit to managing expenses and paying yourself. Discover the essential factors to maintaining a sustainable profit margin and why florists often misunderstand what it takes to achieve a 100K business.

Key Points Discussed:

• Understanding gross revenue vs. net profit in a floral business
• Breaking down a $10,000 wedding: How much you really make
• The importance of managing operating expenses (e.g., labor, rentals, supplies)
• Why profit margins matter: Keeping your business profitable
• The reality of paying yourself as a florist and what financial success looks like
• Avoiding common pitfalls like overspending on flowers or jumping into costly studio spaces too soon

5-Day Challenge: Grow Your Floral Business to 100K! Ready to turn your floral business into a six-figure success? Join Jeni for the 100K Floral Business Challenge! This free 5-day event will help you take control of your finances, price your services right, and set the foundation for long-term growth.

Join the challenge here: thefloralhustle.com/100k
Dates: October 21-25, 2024

If you're listening after these dates, don’t worry! The challenge will be available on-demand so you can still access the lessons.