Monthly Archives: August 2018

Jenn Ederer: Top Tools For Wedding & Event Professionals

We’re beginning a new 5-week series with a special guest today! Jenn Ederer of Modern Day Events and Floral and Modern Day Creative will join us over the next 5 Wednesdays to share her expertise related to large scale event design and building a strong team. If you missed her BB Podcast interview, you may want to take time to listen to it and familiarize yourself with her story before diving into her blog series. Sometimes it’s more fun to read blog posts when you can hear the writer’s voice in the written words. If you want to listen first, click here. Otherwise, dig in and enjoy the series!


Hi there! My name is Jenn Ederer and I’m the founder of Modern Day Events and Floral in Grand Rapids, Michigan. I’m thrilled to be here.

Kelly Braman Photography

A little bit about me:

I originally started as a retail florist after years of “playing with flowers” but it was only after one year of owning Modern Day Floral that I caught the wedding bug. However, what I quickly realized was that although I loved designing flowers, it was also the relationships I formed with my couples and their families which ignited a fire in my belly. Now after nearly thirteen years, numerous mistakes and a handful of beautiful successes, Modern Day Events and Floral has blossomed into a seven figure full service wedding and event design, planning, and floral boutique lovingly supported by an invaluable team of eight full time employees, and a host of freelance designers and college interns.

During this 5 week series, I’ll be covering topics like growing and leading a team, sales and marketing, organization and creating a system. I will also share how I approach designing five and six-figure budget events, along with my favorite resources to help make it all come together seamlessly for you. I’d love to help you find your place in this competitive market, whatever that may look like for you. Each of you has a unique skill set – so the key is to hone in on what makes you special and unique. It’s not about what others are doing, but instead about what unique perspectives you can bring to the table. It’s about embracing who you are and loving what makes you, YOU.

Let’s find your super power and use that to stand out from the crowd. I’d love to kick off the series by sharing my top resources with you. This is a list of all of my favorite resources for personal growth, team inspiration, and creative tools for designing events. I think these resources will be extremely helpful to you, too!

Kelly Braman Photography

These are the sources where I find quick inspiration on a daily basis. After reading countless books about business, balance, and personal growth, I’ve found that these three resources are the most helpful by far.

Essentialism: The Disciplined Pursuit of Less by Greg McKeown

This book changed the way I think about getting things done in my business and how I approach life. You will discover why less is sometimes actually more and you will learn to be ruthless in cutting away things that aren’t essential. I understand if you’re skeptical – I was, too. Believe me, though, Greg’s approach will give you the clarity you need to pursue what REALLY matters and forget the rest.

Brené Brown: The Power of Vulnerability, Ted Talk

If you are not one of the 34,001,341 million people who has listened to this talk (actually, even if you have), I HIGHLY encourage you to take the 20 minutes to listen! Brené shares about the power of connection, being seen, and being vulnerable in a way that completely altered my life after I heard it for the first time. I promise that if you haven’t already, you will fall in love with her. Not to mention, Oprah loves her too, so you know she’s got to be good!

Blinkist App 

I view Blinkist as my “try it before you buy it” app. I don’t know about you, but I have stacks of books that I never get around to finishing for a multitude of reasons. With the Blinkist app, you’re able to get a 15-20 minute taste of the books you’ve wanted to read but haven’t had the time for, before officially diving into reading the book in its entirety.

Nathan English Photography

These resources have helped me build an amazing team, boost their confidence and abilities, and strive to be the best leader possible. After all, teamwork really does make the dream work!

Dave Ramsey’s DISC Personality Test

What I love about this test is that the results are very work-focused. The outcome helps you understand how you work with others best – whether that be in a leadership position, while taking orders, etc. It teaches your employees how best to communicate with one another, based on different personality types. For my staff, this was an eye-opening experience for sure!

Essential Enneagram Personality Test

This personality test is different from the DISC test, but just as helpful! An Enneagram test focuses on the an individual’s character, which helps others understand their intentions, fears, and sources of will power.

This is  personality test, but as different as it is from the DISC test, it is just as helpful! An enneagram test highlights on the individual’s deeper personality strengths and flaws. It focuses more on the person’s character, which helps others understand their intentions, fears, and sources of will power.

EntreLeadership – All Access

Up until just a few years ago, there wasn’t a great place to find an “owner’s manual” on how to run a business. While I had read the coinciding book a long time ago, it wasn’t until the new age of social media that their online resources were launched. This is a great place to get your “MBA” quickly and easily online.

 

In the wedding and events industry, we are constantly surrounded by visual and creative components… even if we’re not technically a designer of some sort. These resources have allowed me to best communicate with my clients and staff the vision we are creating for an upcoming event.

Olioboard

This is the amazing online tool we use to create our 2D & 3D event design rendering boards for our clients. It’s super easy to use, looks incredibly professional , and you don’t have to be a trained graphic designer to use it. We love how visual this program is, and our clients love that they can see their design come to life before their eyes long before the actual event takes place.

Design Seeds 

This website is an incredible resource with plenty of inspiration to pull from. You’ll find all sorts of beautifully-inspired color palettes here that you’re free to use in your everyday work. The search feature is simple and user-friendly, and it even allows you to search for color palettes by season!

Pantone Studio

I just love this program! I mostly use it when I’m trying to match colors to an already-designed space, but there is so much more it can do. It features a full library of all Pantone colors, which comes in super handy. I love that this program can extract a Pantone color code from an image on your phone or computer. You can also mix and test colors to see them used together in graphics, interiors, and 3D designs before you jump in with both feet.


That’s all for today, friends. Next week, we’ll be back talking about all things staffing, growing a team, and how to hire to your weaknesses. See you next week!

-Jenn

Master Your Pricing: Give Yourself A Raise

Today, we’re bringing you the final post in a 4-Part Series called Master Your Pricing by Alison Ellis, owner of Floral Artistry and Real Flower Business. Please feel free to leave comments and questions for Alison at the end of the post! Thank you, Alison, for taking the time to share your expertise with the BB Community. We appreciate you!


If you’re going to be your own boss, it’s up to you to give yourself a raise from time to time.

Here are 2 good reasons you should give yourself a raise:

#1. When you work to perfect your craft & provide outstanding service, you deserve a pay increase from time to time. As with any profession or artistry, your skill & experience play a part in your rate.

#2. When you charge a bit more for your work, it may allow you to make better work—because you can now use higher quality materials, or you can spend a greater amount of time/skill to add the value for your client.

Oh, and let me add a third reason.

#3. If you’re currently not charging enough for your work, when you finally raise your prices a bit, you can actually turn a higher profit without increasing the number of events you have to book.

I’ve been teaching and preaching to florists for years about charging what you’re worth and following industry pricing guidelines in my Flower Math course (ie. applying markups on flowers & supplies, adding a design fee, delivery & set-up, breakdown, etc.), but once you’re consistently creating work “beyond industry standards”, how do you charge move than the standard and give yourself a pay increase?

It’s not always easy to recognize when you deserve a raise. We all wear our own money shoes. Which means we can instill our own money beliefs on our customers from time to time. It’s easy to get stuck in a pattern of always starting with the minimum when quoting a job, which hinders the ability to grow your sales (and hence, give yourself a pay increase!), since you’re always filling orders at “your minimum”.

It’s easy to believe, “no one will spend more than my minimum”, but it’s not always easy to stick your neck out and ask for a little bit more. However, a customer may happily spend more to get what they want—even if you wouldn’t personally spend this much yourself!

Don’t get stuck in your own money beliefs when it comes to pricing.

“More than my minimum” allows me to do more creative work, which my customers can appreciate because they’re also experiencing more value.

By charging “more than my starting price”, the results are arrangements with more flowers, or more high-end blooms, plus I can build my portfolio with more expensive work that attracts more clients who want that work at that price point….and in time, this higher price point may become my new “minimum”.

In my own business, when I have $125 or $150 for a centerpieces there’s a noticeable difference in what I’m able to include in my recipe to fulfill that order vs. a $75-95 centerpiece.

When I’m adding my 6th rose to a $150 centerpiece I usually notice, “Wow, this is really full and beautiful.” I can be more creative and create more beauty with more money in the budget.

By charging “just a little bit more”, I’m actually creating a win-win. The client gets exactly what they wanted and I get to make more beautiful and fulfilling work!

So how should you approach a price increase? In order to give yourself a pay increase, you can start by bumping up your minimum on centerpieces by $5 or $10? What if you sent out a few proposals at $25 above your minimum on bridesmaids’ bouquets?

What does your customer get for this slightly higher spend? A nicer container? An extra rose or two? Some peonies or orchids or blushing bride protea? How can you make that “little bit more” count so that the customer experiences the value?

If you’re currently aiming too low on your pricing, check out Part 2 of the Master Your Pricing Series: Setting A Minimum.


Thanks for making the time to read my blog series and thanks so much to Amy for sharing my Real Flower Business “stuff” with your loyal BB readers.

If you enjoyed this 4-part pricing series, you may also be interested in this recent live chat from my Facebook group, How much does a florist make? You can click here to watch.

Keep doing beautiful work, floralpreneurs! xo. -Alison

Catch up on anything you’ve missed in this 4-Part Series here:

Part 1: Pricing on the spot (Link

Part 2: Set a minimum (Link)

Part 3: Stay in the driver’s seat (Link)

BB Podcast Episode 23: Max Gill

“[The] boundaries between what it is we do and what it is we actually are…they get blurred for all of us.”

Max Gill

Today we’re sitting down with Max Gill, owner of Max Gill Design in Berkley, California to discuss:

  • how he “stumbled into flowers”
  • the parallels between his love of theater and floral design
  • how gardening influences his floral design composition
  • what he grows in his personal Berkeley garden
  • the advantages of sourcing local nurseries
  • his work at Chez Panisse
  • the responsibility he feels to his flower vendors
  • how his talented production manager helps keep his business thriving
  • the challenges of being artistic and living up to public perception
  • overcoming artistic fears
  • the joy he finds in sustaining relationships with clients
  • the importance of self-care in the floral industry

Links mentioned in Episode Twenty-Three:

 Josh Gruetzmacher Photography

Links of Interest:

 Website |Instagram

Amanda Crean Photography

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Today’s episode is brought to you by:

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BB Podcast Sound Engineer: Landon McGee