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www.poppyrose.com.au
Who are we?
Poppy Rose is our name, flowers are our game.
We provide a unique online flower delivery service across Brisbane.
Our direct team consists of 3 people:
Elli (Owner/Manager), Liz (Florist) and Rianna (Admin superstar).
It also takes our awesome team of drivers to make sure all of our order are delivered each day. We
have a team of people who work with us each day – Kurt, Monique, Trevor and Jess and some other
people that we call in to help when the team are under the pump.
We have a heavy social media following and can be found on Instagram + Facebook daily.
@poppyrosebrisbane
/poppyroseflowersbrisbane
What do we do + how are we different?
We deliver flowers the good old fashioned way, but we’ve put our own little spin on it.
We felt that this industry needed a little shake up and that people needed more options when it came to
ordering flowers online.
The word ‘expensive’ has been attached to online flower delivery for years. We really wanted to change that
and create an option that suited all budgets and income levels. Some of you may know from experience that
you don’t always get the value that you pay for with your traditional flower delivery companies.
How are we different? We don’t have pages of flowers to chose from on our website. Every day we offer one
style at a set price each day, and once it’s sold out, it’s gone. We come back the following day with a brand
new styled bunch.
Why does this work so well?
One style = we buy what we need.
We buy what we need = no wastage.
No wastage = savings that c an passed onto the c ustomer.
Background information
Poppy Rose was created by Elli G regory in January of 2015.
Elli had been working in the corporate world for over 10 years and was itching to do s omething creative. She was ready f or s omething big,
ready to create something that people would really love.
With the online f lower market being f looded with your ‘typical’ large corporation, she decided to bring something different to the market.
This unique business model had s tarted popping up in other parts of Australia, but was s till to be tested in Brisbane.
Our f irst delivery went out on Saturday the 31st of January and continued every Saturday while Elli worked in her job to s ave enough money
to pull the plug and try to make a g o of it f ull time! On the 18th of May 2015, Elli woke up f or the f irst time in her life completely unemployed
– full of absolute f ear but exploding with excitement about what this little venture could bring.
By September 2015 Poppy Rose had g rown to a team of 3 – we would prepare everything and deliver all of the f lowers on our own. By
January 2016 we had moved the business out of the shed in the backyard and into our own little studio and by F ebruary we had decided to
begin outsourcing our drivers. Our team g rew to f our plus our drivers and s ales were absolutely booming.
Poppy Rose is s till a team of 3 plus our drivers and we now operate f rom a commercial space in Mount G ravatt.
We still offer our daily bunches and have f ollowed industry trends and started selling urban plants online f or
delivery. W e also offer a range of g ifts that can be added to an order to accompany flowers.
We’re really proud of who we are and can’t wait to continue to grow!
A day in the life
4:30am: Compile orders f or the day and estimate how many f lowers to purchase.
5:00am: Arrive at the f lower markets, purchase everything needed f or that day.
6:30am: Arrive at the s tudio, unload car, put f lowers into water.
7:00am: Start preparing bunches needed f or daily photo shoot.
7:30am: Photograph daily bunches, upload to computer, edit photos.
8:00am: Load photo onto our website and s ocial media platforms. The f lorist will then begin the task of preparing all of the f lowers f or the
day. This takes a lot of time – the f lowers all need to be stripped, arranged, wrapped, and stored correctly.
9:00am: Administration f or the day begins – emails and s ocial media enquries are checked and actioned, inventory levels are managed, labels
are printed, g ifts are wrapped and the days runs are s orted throughout the morning.
10:30am: If needed, add another post to s ocial media urging people to order.
12:00pm: Ordering lines are closed, the last of the orders are processed and the last of the bunches wrapped
and ready to g o.
12:30pm: Drivers arrive, their runs are s orted and checked and they hit the road
12:45pm The clean up begins. W e check and water plants, correctly s tore any left over f lowers and make s ure
our little s tudio f ront is clean and tidy.
1:30pm: This is around home time each day.
What do the flowers look like?
We offer our daily bunches in two sizes – Petite + Medium. Our Petite bunces are $37 and our Medium bunches are $60 including delivery to
selected suburbs in Brisbane. Most suburbs that f all out of our delivery zone can still be serviced by our courier f or an additional courier f ee.
Our f lowers are all wrapped in Kraft brown paper and tied off with a piece of natural twine.
All orders come with a printed message tag.
What is important to us?
CONSISTENCY ||Whether we’re talking about the choice of our flowers, the style of our photography, our interactions with
social media, our c ustomer service – consistency is the most important part to us. O ur c ustomers may not know what style of
flowers they are ordering if they c hoose to pre-‐order their flowers – it’s importnt that our style remains c onsistent so that they know
that they will always get a fab bunch of flowers with the same customer service every time!
OUR STYLE || We are really proud of the fact that we really own our unique style. We try to carry this across every day to keep
our c ustomers interested and wow’d by our flowers.
OUR CUSTOMERS || Without these guys, we have nothing. We genuinely care about each and every one of our customer
and want them to have a great experience with us. We generally have two c ustomers for every one transaction – a sender and a
receiver so we really have to work hard to make sure both parties are happy with our service. Word of mouth is one of our biggest
forms of marketing, so we need to get this part right!
OUR TEAM || It takes many sets of hands to finish every day successfully. Happy staff = happy
customers. It’s important to us that work isn’t just work. We like to have a laugh and are a c lose
team who genuinely c are for each other, we think that’s really important.
Who are our target market?
EVERYONE!
While we c an scale this down to a smaller target market, we are aware of the fact that every one out there may find themselves
searching the internet for the perfect flowers. There are always reasons for c ongratulations, happy wishes, sympathetic wishes,
romantic wishes and those good old ‘just because’ wishes. These wishes are typically delivered with flowers to all sorts of people
from all sorted of people.
However, if we had to scale it down, due to being an online business we would see a rise in female c onsumers generally from the
age of 1 8-‐60. Male c ustomers are also very c ommon, generally for romantic gestures and especially around Hallmark c alendar dates
like Valentine’s Day and Mother’s Day.
Most of our c ustomers (senders) are based here in Brisbane but we do occasionally process orders from people interstate or
overseas delivering to friend and family in Brisbane.
Who are our major competitors?
Firstly, there’s the Big guys: Interflora, Easy Flowers, 1300 Flowers, Perrott’s Florist + hundreds more. These are your more
‘traditional’ online flower delivery services in Brisbane and will attract people who don’t particularly know that there are other
options out there.
Then there’s the little guys: These are your local little guys, who have a shop around the corner from your house. Some
people like to shop local and support small and most of these sales will be done over the phone or face to face. Unfortunately there
are some larger c orporations online who have built many smaller websites disguising themselves as your little local florist.
And then we have the other online boutique guys with the same business model: Poco Posy, The Little
Posy Co, Flour and Bloom, Little Mr Bouqs and The Flower Hit, just to name a few.
Where do our challenges lie?
A saturated market || While flower delivery is not a new thing, our business model is a fairly new concept in the industry and
it’s really shaking things up. More and more people are starting up little online boutiques following the same business model which
is c reating a saturated market. Each person is trying to out do the last and the vision of ‘A small bunch at a small price’ is slowly
being destroyed. With running c osts always rising, the option to increase the budget allowed for flowers each day becomes more
and more challenging.
Supply || Flower supply in Brisbane can be very sad at times due to our climate. Most flowers are brought up from Sydney or
Melbourne, increasing the price due to freight. This means that our supply for interesting and well priced wholesale flowers is much
less than the likes of other states in Australia.
The general publics lack of knowledge around the flower industry|| Unfortunately, the general public has the
mind set that flowers are cheap and that florist mark ups are unreasonable. Most people do not take into account the amount of
time that is spent sourcing, purchasing and preparing flowers and that people have to be paid for this time. Overheads c osts are
generally not factored into the c ost of retail flowers either.
Marketing || Being a small, independently owned business we do not have a large budget set
aside for marketing. We rely heavily on social media marketing and over the years that has really
changed and become c hallenging for businesses to use without allowing money to boost posts.
This is why the quality of our c ontent on our social media platforms is so important to us – aside
from word of mouth, this is the only form of marketing that we engage it.
What would we like to see?
INCREASE OF SALES || Like every business, we rely on sales. We want people to know we exist,
because we know t hat once t hey have used our services, 9 9% of t hem won’t be disappointed and t hey will come back.
We would love t o see our sales increase and know t hat our product is falling into t he hands of m ore and m ore people
every day.
INCREASE IN WEBSITE TRAFFIC || The more people that spend time on our website, the
higher it sits on a Google search which is really important when it comes t o generating brand new customers.
INCREASE IN SOCIAL MEDIA FOLLOWING|| With a generous portion of our
customers coming from social media, we would love t o see our social media counts forever increasing. We run a
constant promotion with Facebook which sees our page likes increase but our interaction levels are still quite low when
you compare t he t wo. We have a large Instagram following as well with a m uch better interaction rate as well.
GIVE PEOPLE A REASON TO TRY US OVER OUR COMPETITORS ||
We are
confident t hat we have a unique and quality product t hat people will love. We would love ideas
that see people completing orders on our website instead of our competitors. Flower delivery is
generally something t hat a consumer has t he intention of purchasing – sometimes t hey m ight
just not be sure when from. We want t hem t o want t o choose us e very t ime!
Other little things you might like to know
We offer additional services as well as our ‘Daily bunches’.
We noticed that some people were happy to spend a little more in order to g et a little more so we introduced the ‘Choose
your style’ bunch – an option for them to nominate how much they would like to spend and what style they would like their
flowers to be. W e then make up a larger, more customised bunch of f lowers just f or them.
Sometimes we would also come across really beautiful, popular flowers at the markets that didn’t quite work in our daily bunches
but we knew that our customers would go wild f or them – so f rom here, the ‘Market bunch’ was introduced. Every F riday we
chose one really awesome type of f lower, wrap them up and delivery them as our F riday Market bunch. This is particularly popular
during the Peony s eason!
We hit a little bump in road when it came to what to do when we did have f lowers left over f rom the day before. Because each day
brings a new bunch we s truggled to f ind a use f or these f lowers. So, the ‘Store Flowers’ page was born. A page to wrap and
sell all of our left over f lowers, without calling them left over f lowers. Because we buy f resh every morning, these f lowers still have
loads of life in them and we hate to s ee them to g o to waste!
We offer the option to send candles, body scrubs, g ift cards and tags with any of our orders – flowers or
plants. W e are playing with the idea of delivering delicious little brownies with our orders s oon and are
always looking f or f un things that can be added to orders to create a s ervice that is perfect f or everyone!
We do have a commercial space in Mount Gravatt which is set up to welcome customers that chose to visit
us to collect f lowers. W hile we are predominantly an online business we do have the occasional customer
come and visit us to collect f lowers.
Wrap up – thanks a bunch
We hope you have enjoyed learning about our little business.
We are really happy and g rateful to be working with you.
If you have any questions we would be absolutely more than happy to provide you with
any further information that might assist your studies.
For more information and some FAQ and answers, please see
our website.
Contact:
Elli Gregory
Owner + Manager
elli@poppyrose.com.au
www.poppyrose.com.au