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"Every florist benefits from Floral Profit"
Company:
Bloem & Kado Hassink
Location:
Zelhem
(artikel komt uit Plantion Magazine editie 3). Klik hier om het volledige magazine te zien
Last year, Ferry van Roekel participated in a Floral Profit pilot with a few other florists. He had some initial doubts, but quickly became enthusiastic and saw the added value of the user-friendly app. "High costs are our biggest challenge, so it's important to be able to see your actual margin."
Two days a week, Ferry van Roekel's alarm goes off at 3:15 a.m. to be in Ede on time. On the third day, he buys through KOA. Plantion has been his go-to source for flowers and plants for Bloem en kado Hassink for years. Before Ferry and his partner, Wendy Rothman, took over the business in the center of Zelhem in 2018, they both worked for the previous owner for over twenty years. The two are a natural fit. Ferry handles purchasing and the bouquet production department, while Wendy handles shop styling and sales.
For every budget
This division of labor works well. Their shop offers a wide selection of cut flowers, houseplants, vases, and other decorative items. Outside, they have garden plants all around. Wendy: “Our motto is 'plenty of choice, for every budget.' We're there for people who travel here specifically from Varsseveld, Doetinchem, or Ruurlo, but we're just as good for the residents of the nursing home nearby.” Ferry:
“Our shop fits in with the village.”
Insight into margin
Last year, Albert Haveman approached Ferry about participating in a pilot with Floral Profit. Initially, he wondered if the app would be useful. Wouldn't it cost more than it generated? But those doubts have since vanished like snow in the sun. "It's important to know what a product actually costs," Ferry explains. "The price on the clock doesn't tell the whole story. For example, with small quantities, the transaction costs are proportionally higher than with large quantities. The app visualizes those things. You see your margin very factually."
Easy app
In the beginning, Ferry had to figure out how best to use Floral Profit. "I buy a lot of different products at the auction. There's not much time to update the app on my phone in between. It's better to do it right afterward, when you have to wait for your products anyway. The app is very easy to use, and you can even send an email to the store right away." The subscription fee wasn't an obstacle either. Ferry: "In practice, it amounts to €5 per purchase. We easily earn that back, because we now have good insight into costs and margins. That's why I think every florist benefits from Floral Profit."