1 / 39

The Dutch florist approach

The Dutch florist approach. 27-5-2011 Copenhagen. The Dutch florist approach. VBW: Dutch Florist Association Location: Ede, centre of Holland 1.400 florist-members > 50% of turnover in plants/flowers store and/or digital store (internetshop) freelancers

makana
Download Presentation

The Dutch florist approach

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Dutch florist approach 27-5-2011 Copenhagen

  2. The Dutch florist approach VBW: • Dutch Florist Association • Location: Ede, centre of Holland • 1.400 florist-members • > 50% of turnover in plants/flowers • store and/or digital store (internetshop) • freelancers - Yearly budget: € 2.500.000,-- • Contributions: € 500.000,-- (€ 400,--/year) • Commercial margin + advises: € 500.000,-- • Projects/subsidies: € 1.500.000,--

  3. The Dutch florist approach VBW-organisation-structure: General assembly Advisorycouncil (12) Board (3) Internalorganisation (13)

  4. The Dutch florist approach VBW-organisation-structure: VBW Centrale Vereniging Bloemendetailhandel VBW Service & Advies b.v. VBW Facilitaire diensten b.v.

  5. The Dutch florist approach Dutch market: • 3.000 florist • 11.500 employees • Turnover: € 1.000.000.000,-- (flowers/plants) • Average turnover: € 350.000,-- • Average number of employees: 3,75 • Buying-behaviour: 25% auction, 75% wholesale • Marketshare in plants : 30% (-) • Marketshare in flowers : 61% (+)

  6. The Dutch florist approach Strategy VBW till 2000: - VBW in close cooperation with Fleurop • Related memberships VBW-Fleurop: required • Limited added value • Focus on lobby and external position florists • Small organisation • 2/3 employees: lobby/administration/secretary • 2000: end of required membership Fleurop • VBW should prove its real added value • Real decline in members to be expected …. or?

  7. The Dutch florist approach Strategy VBW 2000-2008: • Strong focus on services, no special lobby • Rebates ands discounts • Flowers/Plants • Hardware • Insurances, employee-support, legal support • Telephones, taxes, software, hardware, computers • Garbage-collection, fuel Results: • Profit for VBW • No growth in members • Declining image

  8. The Dutch florist approach Strategy VBW 2008 - ….: • Reballancing VBW-activities + positioning • Focus on: • Create real Added Value = WHAT • Find ways to realize = HOW • Tell and Sell = COMMUNICATION • For the bennefit of florist + VBW • Future-proof (long term vision + budget) • Build VBW up again !!!

  9. The Dutch florist approach Basic elements for a succesfull florist-organisation: • Balance in: • collective florist profile and position • individual support • Create & show added value (florist + chain) • €€€ (budget/profit) • Suitable and flexible organisation, future-proof • Representativeness: > 55% (SER-level in Holland)

  10. The Dutch florist approach Strategy-development: • SWOT • Strategic alternatives • Strategic plan (3-5 yrs) + goals • Operational plan (yearly) + goals • Execution + results

  11. The Dutch florist approach Strategy-development SWOT: NGO´s Flowercouncil Promotion Governement Legislation Trade-Unions CAO PT/HBD Semi-govern. + Consumers Brewer Grower Auction Wholesale Florist Supermarket Companies Othersuppliers (hardware) Wharehouse Governement Patrol-station Otherclients Otherretailer Green special education MKB NL Lobby-organisation Internetsales Othergifts CollegueBrancheorganisations

  12. The Dutch florist approach Strategy-development (SWOT): NGO´s Flowercouncil Governement Trade-Unions PT/HBD Consumers Brewer Grower Auction Wholesale Florist: Purchase (?) Communication Calculation/MarginCosts AdministrationHRM Shoprouting Sustainability AssortmentEnvironment PresentationCalculation Marketing Transport Internet Flowers/Plants Instore-communication Hardware FleuropEuroflorist TurnoverManagement Etc. Companies Othersuppliers (hardware) Governement Otherclients

  13. The Dutch florist approach Strategy-development (SWOT & Strategic plan): Themes of policy = WHAT: • Marketing • Management (calculation, margins, costs, logistics) • MVO = Sustainability • P&O/HRM • Skills/ Craftmanships ADDED VALUE: ease, profit, time, distinction

  14. The Dutch florist approach Strategy-development (SWOT – Strategic plan): Activities/Instruments = HOW: • Information: digital, personal, brochures, magazine • Advise: personal, specialists, BvB • Services (added value, ease and costreduction) • Events: productworkshops, championships, regio-tours, small businessclubs • Coaching/personal contact: accountmanagement, BiB, BvB • Lobby: government, green education, supply-chain, trade-unions => Do it Yourself or Outsourcing (own label)

  15. The Dutch florist approach Strategy-development (SWOT – Strategic plan): Tell and Sell = COMMUNICATION: • Digital: website, mail (members only) • Print: magazine, brochures (members only???) • Events • Social Media • Personal contact => Do it Yourself or Outsourcing (own label)

  16. The Dutch florist approach Florist Florist Florist Florist Florist Florist Florist VBW Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist

  17. The Dutch florist approach Florist Florist WHAT Florist Florist Florist Marketing Florist Skills/ craftman Florist VBW Florist MVO HRM Florist Management Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist Florist

  18. The Dutch florist approach WAHT + HOW Florist Florist Florist Service Florist Florist Events Marketing Florist Skills/ craftman Florist Advise VBW Info Florist MVO HRM Florist Management Florist Florist Coaching Florist Lobby Florist Florist Florist Florist Florist Florist Florist Florist Florist

  19. The Dutch florist approach Florist Magazine Florist Brochures Florist Service Florist Florist Events New Media Events Marketing Florist Florist Skills/ craftman Advise VBW Info Florist MVO HRM Florist Businessclubs Website Management Florist Florist Coaching Florist Lobby Florist Personal contact Florist E-mail Florist Florist Florist Florist Florist Florist Florist

  20. The Dutch florist approach VBW VBW Marketing Service Skills/ Craftman Magazine Events Brochures New Media MVO Advise Events Florist Info Businessclubs VBW E-mail Personal contact Website HRM Coaching Lobby VBW Management VBW

  21. The Dutch florist approach Strategy-development (SWOT – Strategic plan):

  22. The Dutch florist approach Strategy-development (Yearplan): • Productdevelopment (with partners in supply-chain) • Planning and calendar • Activities, events, communication • Make partnerships in a commercial way • Communication-fee • Fee on turnover • No cure no pay • Longterm • Realise budget (€€€) • Partnerships (supply-chain) • Extra support governments/Europe/Florint

  23. The Dutch florist approach Strategy-development (SWOT – Strategic plan): Only for members, unless …..

  24. The Dutch florist approach Flexible organisation (future-proof): Internal: • Administration : 3 • Secretary : 1 • Accounmanagement : 4 (external) + 2 (internal) • Florist-advisor : 1 • Policy : 1 • General Manager : 1 13 = 10 FTE External employees :27 Working for/in name of VBW :40 employees on Dutch florists

  25. The Dutch florist approach • Dedicated personal partners working on VBW-florists: • Insurances : 6 fte • HRM-advise : 4 fte • Legal advise : 2 fte • Marketing advise : 3 fte • Shop-routing-specialist : 1 fte • Administration/Financial : 3 fte • Florist – for – Florist : 6 florists • New: subsidie-advise : 2 fte (ncnp)

  26. The Dutch florist approach How te realize budget? Market yourself to your florists: • Let pay for special advises + information • Subscriptions (small-medium-large) • Fee for entrence for events • Contribution-system

  27. The Dutch florist approach How te realize budget? Budget from external partners: - Representation of …. companies - Use your name and communication as a brand • Be interesting for other companies/suppliers • Good communication-programm/instruments • Start small = good practice • Long term partnerships • Communication-fee + bonus on turnover (10%)

  28. The Dutch florist approach How te realize budget? Other financial possibilities: • Find grants (subsidies) (National/Europe/Florint) • No cure no pay-partnerships

  29. The Dutch florist approach Results in Holland: • Huge programm of activities, events and added value • Position of florist in supply-chain is growing • Strong cooperation with partners • Improving relationships with florists • Growing to less independent of projects/grants (subsidies) - Increase of members 2010/2011: + 300

  30. The Dutch florist approach VBW-organisation-structure: - Memberships • Lobby • Owner of building • Stakeholder • Yearly net margin € 25.000,-- VBW Centrale Vereniging Bloemendetailhandel - Service/Advise/Projects • Staff • Yearly net margin € 350.000,-- VBW Service & Advies b.v. VBW Facilitaire diensten b.v. - Fuel-company • Outsource • Yearly net margin € 125.000,-- Yearly net margin € 500.000,--

  31. The Dutch florist approach New activities 2011/2012: • Marketingcommunication to consumers • Florist-label • Advertising TV/Radio/Internet/Print • Florist of the year competition • VBW Employee-trainingsprogramm + ESF-grant (subsidie) € 1.300.000,--

  32. The Dutch florist approach New activities 2011/2012: • VBW Grant (subsidie) advise (ncnp) • Floriade 2012 • VBW Annual-report advise • Analysis of figures • Dedicated advice

  33. The Dutch florist approach Conclusion: WHCM-model WHAT HOW COMMUNICATION MARGIN

  34. The Dutch florist approach Conclusion: • Be real interesting for florists • Be real interesting for florist-partners • Develop your business with your florist • Balance collective/individual, lobby is basis • Be commercial, realise margin (communication/turnover)

  35. The Dutch florist approach Conclusion: • Use your name as a brand • Do it yourself or outsourcing (€/ncnp) • Make partnerships (supply-chain) • Communication • Personal contact (in Holland) • If possible: work together with collegue-organisations

  36. The Dutch florist approach Conclusion: VBW is building the future for florists in Holland …… (we also build our business ….)

  37. The Dutch florist approach

  38. The Dutch florist approach 1 Januari 2012

  39. The Dutch florist approach Holland wishes you a flowering and growing business

More Related