The Floral CEO

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 💪🌷

Moving Your Floral Business Forward When Life Feels Complicated

Life doesn’t pause when you’re trying to grow a business — and as florists, we often carry more than most. Family responsibilities, grief, health challenges, world events, financial pressure, and creative burnout don’t stop just because we have goals.

In this episode of The Floral CEO Podcast, Jeni shares a deeply honest conversation about what it really looks like to keep moving your business forward when life feels overwhelming, messy, or outright hard.

This episode isn’t about hustling through burnout or pretending everything is fine. It’s about resilience, alignment, micro-momentum, and designing a business that can support you through real life — not just ideal circumstances.

✨ In This Episode, We Talk About:

• Why “complicated” doesn’t have to mean stuck
• How the mindset of “I do it anyway” builds long-term success
• The danger of letting hard seasons turn into permanent habits
• Why falling off the plan doesn’t mean you’ve failed
• How to identify the next best step when motivation is low
• Using micro-momentum to rebuild confidence and consistency
• Why alignment matters more when life feels heavy
• Redesigning your floral business so it supports you — not drains you
• Letting go of work that consistently feels wrong, even if others do it
• Why resilience is built through systems, habits, and self-trust
• The difference between pausing to breathe and quitting altogether

🌿 Key Takeaways for Florists:

• You don’t need perfect conditions to make progress.
• One small action can change the trajectory of your week — or your year.
• Missing a post, dropping a ball, or feeling behind doesn’t disqualify you.
• The right business model should make hard seasons survivable.
• Alignment makes momentum sustainable.
• Success isn’t about never struggling — it’s about continuing anyway.

💡 Listener Reflection Questions:

• What’s one area of my business I’ve stopped moving forward because life feels hard?
• What is the next best step I could take today — even if it’s small?
• Where am I pushing through work that feels misaligned instead of supportive?
• If I designed my business today, would I design it the same way?

🌸 Final Thoughts

Hard seasons don’t mean you’re failing.
They don’t mean you’re weak.
And they definitely don’t mean you should quit.

They mean you’re human — and capable of more than you think.

This episode is a reminder that progress doesn’t disappear just because life gets complicated. You are allowed to move forward at your own pace, in a way that honors your life and your business.

You’re stronger than this season — and I’m cheering you on.

In this episode of The Floral CEO Podcast, Jen walks you through a simple, real-world way to forecast your floral business revenue—using the bookings you already have (or want) to estimate your average wedding value, close rate, expenses, flower costs, labor, taxes, and ultimately how much you can pay yourself.
Whether you’re a newer florist or you’ve been in business for years but still feel unclear about money, this episode gives you a practical framework to stop guessing and start planning like a CEO.

What You’ll Learn (Key Takeaways)

• How to calculate your average wedding order value (AOV) so you can forecast income
• How to use your close rate to estimate how many leads you need to hit your booking goal
• A simple “CEO math” approach to estimate:
  • Flower/COGS percentage
  • fixed monthly expenses (your “turn the lights on” costs)
  • freelance labor
  • sales tax/tax set-asides
  • profit cushion
  • owner pay
• Why guessing creates scarcity—and why forecasting creates confidence
• How to put this into a spreadsheet so you can make smarter decisions all year

The Framework Jen Uses (Step-by-Step)

1) Start with your funnel numbers (your real booking pipeline)

Track these numbers:

• How many inquiries/leads you receive
• How many you respond to / have real conversations with
• How many consults you book
• How many proposals you send
• How many you close (booked + contract signed)

Close rate formula:
Booked weddings ÷ proposals sent = close rate

Jen’s note:
If your close rate is very high, you may be underpriced (you’re “too easy to book”).

2) Calculate your average wedding value (AOV)

Average wedding value formula:
Total booked wedding revenue ÷ number of booked weddings = AOV

This gives you a usable “planning number” even if you have a few outliers.

3) Forecast income based on your goal number of weddings

If you want to go from 8 weddings to 20, you need 12 more weddings.

Projected revenue formula:
(Goal weddings × AOV) = projected gross revenue

4) Estimate your cost of goods (flowers + supplies)

If you’re still learning sourcing/recipes, Jen recommends being conservative:

• 30–35% as a planning range for flower costs (COGS)

COGS formula:
Projected revenue × COGS % = flower/supply costs

5) Subtract fixed “lights-on” business expenses

These are costs like:

• website
• Canva
• QuickBooks/bookkeeping software
• email platform
• admin tools/subscriptions
• business renewals/fees
• vehicle costs (if the business covers them)

Fixed costs formula:
Monthly fixed expenses × 12 = annual fixed expenses

6) Add labor estimates (freelancers)

Example logic from the episode:

• how many weddings need help
• how many hours per wedding
• hourly rate
• number of staff-days

Labor formula:
(Hours × rate × number of days/weddings) = labor cost

7) Set aside taxes (don’t get surprised later)

Jen specifically mentions sales tax and recommends setting aside a percentage (often close to 10% in MN depending on location/rate, but use your local rate).

Tax set-aside formula:
Projected revenue × tax % = tax bucket

8) Build profit into the business (a cushion)

Profit is not “whatever is left.” It’s intentional.
Even starting with 5–7% gives you a cushion for growth:

• cooler purchase
• education
• equipment
• upgrades
• emergency buffer

Profit formula:
Net-after-costs × profit % = profit bucket

9) What’s left can become owner’s compensation (pay yourself)

After subtracting:

• COGS
• fixed costs
• labor
• taxes
• profit

…the remainder is what you can use to pay yourself (owner’s comp), then plan for income taxes/self-employment taxes depending on your setup.

Practical Action Steps (Do This This Week)

1. Make a simple spreadsheet with columns for:
   • inquiries
   • consults
   • proposals
   • bookings
   • close rate
2. List your booked weddings and total revenue → calculate your AOV
3. Choose your booking goal (ex: 20 weddings)
4. Forecast gross revenue (goal × AOV)
5. Pick conservative COGS % (30–35% if you’re still dialing in recipes)
6. Estimate annual “lights-on” expenses
7. Estimate freelancer labor
8. Create 3 buckets in your business:
   • tax set-aside
   • profit cushion
   • owner pay
9. Review the final number and ask:
   • “Is this enough for the life I want?”
   • “What needs to change: price, volume, efficiency, or offers?”

Mentioned in This Episode

Book Recommendation

Profit First by Mike Michalowicz (Jen’s foundational framework for building profit and paying yourself consistently) https://a.co/d/1s9O2mm

Have your New Year’s resolutions already fallen apart — and it’s only January 7?
You’re not broken. You don’t lack discipline. You don’t need a new year.

You need a new approach.

In this episode of The Floral CEO Podcast, Jen breaks down why “going all-in” doesn’t work, why motivation fades fast, and how micro momentum is the missing piece between setting goals and actually achieving them.

This episode is about building sustainable success, not burning yourself out by February.

✨ What We Cover in This Episode

Why Most Goals Fail

Common mistakes that sabotage your goals:

• Trying to change everything at once
• Setting vague goals (“be more successful,” “network more”)
• Relying on motivation instead of structure
• Overestimating what can change in 30 days
• Underestimating the power of consistency over time

The Real Timeline of Change

If you’ve ever felt discouraged, this will reframe everything:

• Habit change: 60–100 days
• Lifestyle change: 12–18 months
• Identity change: 3–4 years

True transformation happens in layers — not overnight.

Micro Momentum: The Missing Link

Micro momentum is about:

• Breaking goals into digestible actions
• Reducing overwhelm
• Building trust with yourself
• Creating progress even on chaotic days

Small wins compound into big change — especially when life is busy.

Real-Life Examples of Micro Momentum

Jen shares personal examples including:

• How she went from hating workouts to identifying as someone who loves movement
• Why starting small created long-term identity change
• How to apply micro momentum to business goals like:
  • Networking
  • Launching à la carte florals
  • CEO days
  • Systems + finances
  • Marketing consistency

How to Make Goals Actually Happen

You’ll learn how to:

• Get specific with your goals
• Create clear deliverables
• Build buffers so life doesn’t derail you
• Reduce decision fatigue by planning ahead
• Use the Rule of 3:
  • One business goal
  • One personal goal
  • One health/energy goal

And just as important — what to remove from your plate to create space.

Identity-Based Goal Setting

Instead of asking “What do I want?” ask:

• Who do I want to become?
• What does that version of me do on a random Tuesday?
• What does she stop tolerating?

Shift from:

Sustainability Over Hustle

If your goals require burnout to achieve them — they’re not the right goals.

This episode reinforces:

• Alignment over urgency
• Systems over willpower
• Progress over perfection

Try This: 24-Hour Micro Momentum Challenge

1. Pick one goal you’ve been avoiding
2. Set a 5-minute timer
3. Do one tiny step
4. Stop
5. Celebrate

Momentum starts with starting.

💐 Want More Support?

If you’re tired of winging it and ready for real accountability, strategy, and alignment:

👉 Join the Floral CEO Mastermind
This is where we:

• Break goals into executable plans
• Build sustainable businesses
• Focus on paying yourself, reducing burnout, and creating a life that feels good

🔗 Visit floralceo.com/mastermind

🌸 Final Thought

You don’t need more discipline.
You don’t need more motivation.

You need clarity, structure, and micro momentum.

And you are absolutely capable of building the life and business you want.

Jen announces her three upcoming floral workshops for the year: 
The Installation Rockstar Intensive on March 10-11 in St. Paul, Minnesota, featuring hands-on portfolio building with an 'Old Hollywood Glamour' theme. The Business Bouquets and Branding Workshop on April 26-28 at her family farm in Denison, Minnesota, focusing on business development and branding photography; and the Floral Rockstar Retreat on August 16-18, also at her farm, offering a relaxing yet educational experience with activities like flower arranging, glamping, yoga, and more. 

Each workshop includes professional photo shoots, with opportunities for portfolio building and social media content creation. Early bird pricing and payment plans are available.

Life + Business Audit: How to Create Clarity, Alignment, and Sustainable Growth

As the year winds down, it’s easy to feel reflective, overwhelmed, or unsure of what needs to change next. In this episode of The Floral CEO Podcast, Jeni walks you through a powerful life and business audit designed to help you gain clarity, reduce burnout, and intentionally shape the next chapter of your business and life.

This isn’t about judgment, shame, or “fixing” yourself.
It’s about seeing clearly, reclaiming your energy, and choosing alignment over chaos.

Why a Life + Business Audit Matters

Your business does not exist in a vacuum.
If your life feels heavy, chaotic, or unsupported, your business will eventually reflect that.

In this episode, Jeni shares why:

• Your business cannot “save” your life
• Money alone doesn’t fix misalignment
• Sustainable success starts with clarity, boundaries, and honest reflection

This audit helps you step out of reaction mode and into intentional CEO leadership.

Part 1: Where Are You Right Now?

1. Energy Audit

Take an honest look at where your energy is going — and where it’s being drained.

Rate each area on a scale of 1–10:

• Workdays
• Client interactions
• Creative work
• Home life
• Mental load
• Physical energy

Anything consistently under a 5 deserves attention — not guilt.

2. Time Audit

Ask yourself:

• Where is my time actually going?
• What feels busy vs. what moves the needle?
• How much of my time is reactive vs. intentional?

Break your time into categories:

• Revenue-producing work
• Admin / busywork
• Marketing
• Family & personal life
• Scrolling / numbing
• Rest (real rest)

Then ask:
Is my time aligned with my priorities — or just my habits?

3. Money Audit

This is where many business owners avoid looking — and where clarity is most powerful.

Reflect on:

• What did I actually pay myself?
• What parts of my business are profitable?
• What looks “successful” but pays terribly?
• Where am I leaking money (including time)?

Ask the big question:
Am I building a business that supports my life — or one that requires sacrifice without return?

Part 2: What’s Not Working Anymore?

4. Tolerance Audit

Finish these sentences honestly:

• “I’m tolerating __________.”
• “I keep putting up with __________.”
• “I know this isn’t working, but I haven’t changed it.”

What we tolerate becomes our standard.

5. Alignment Audit

Ask yourself:

• Does my business reflect who I am now — or who I used to be?
• If I built this business today, would I build it the same way?
• Is my business aligned with my values, family life, health, creativity, and nervous system?

Small misalignments add up over time.

6. Identity Audit

Shift from:

• “I’m trying to…”
  to
• “I am someone who…”

Ask:

• Who have I been acting like I am?
• Who do I want to become?
• What does that version of me say yes to?
• What does she stop doing?

Identity shifts drive behavior change.

Part 3: What Needs to Change?

7. Subtraction Before Addition

Before adding anything new, ask:

• What can I remove?
• What can I simplify?
• What am I done tolerating?

Growth doesn’t always mean more — often it means less, done better.

8. Focus Audit: The 3–Thing Rule

Choose:

• 3 business priorities
• 3 life priorities

Ask:
If I focused only on these, would my life and business improve?

Everything else can pause, be delegated, or simplified.

9. Support Audit

You are not meant to do this alone.

Ask:

• Where do I need support?
• What am I carrying that isn’t mine?
• Who helps me think bigger?
• Who holds me accountable?

Support might look like systems, boundaries, therapy, coaching, or community.

Part 4: How Do You Move Forward?

10. Micro-Momentum Planning

Instead of fixing everything, ask:

• What’s one 15-minute change I can make this week?
• One boundary I can set?
• One system I can tighten?

Small shifts create big identity changes.

11. Future You Check-In

Ask:

• What will future me thank me for changing now?
• What would make next year feel lighter?

Your body often knows before your mind does.

12. Decision Filter Going Forward

Every opportunity should pass through:

• Does this align with my values?
• Does this support my energy?
• Does this move me toward my goals?
• Am I saying yes out of fear or intention?

If it’s not a clear yes, it’s a no or not right now.

Final Thoughts

You are allowed to:

• Change your mind
• Want something different
• Build a business that feels good and pays you well
• Choose alignment over hustle

Your life matters just as much as your business.

Join the Goal Planning Party 🎉

If you want support turning this clarity into action, join Jeni for the 2026 Goal Planning Party:

🗓 January 5th
⏰ 1:00 PM CST
📍 Live on Zoom
📓 Includes a guided workbook

👉 Sign Up 2026 Planning Sign Up
👉 Or comment GOAL on Instagram to sign up