The Dutch florist approach 27-5-2011 Copenhagen. The Dutch florist approach VBW: - Dutch Florist...

The Dutch florist approach

27-5-2011

Copenhagen

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,--

VBW-organisation-structure:

General assembly

Board (3)

Advisory council (12)

Internal organisation (13)

VBW Centrale Vereniging Bloemendetailhandel

VBW Service & Advies b.v.

Facilitaire diensten b.v.

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% (+)

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?

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

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 !!!

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)

Strategy-development:

- SWOT

- Strategic alternatives

- Strategic plan (3-5 yrs) + goals

- Operational plan (yearly) + goals

- Execution + results

Strategy-development SWOT:

Florist

Supermarket

Wharehouse

Patrol-station

WholesaleBrewer

Other suppliers (hardware)

AuctionGrower Consumers

Companies

GovernementOther clients

Trade-Unions

Governement

Legislation

Flowercouncil

Promotion

PT/HBD

Semi-govern. +

NGO´s

Other retailer

Internetsales

Other gifts

Green special education

MKB NL Lobby-organisation

Collegue Brancheorganisations

Strategy-development (SWOT):

Florist:

Purchase (?) Communication

Calculation/Margin Costs

Administration HRM

Shoprouting Sustainability

Assortment Environment

Presentation Calculation

Marketing Transport

Internet Flowers/Plants

Instore-communication Hardware

Fleurop Euroflorist

Turnover Management

WholesaleBrewer

Other suppliers (hardware)

AuctionGrower Consumers

Companies

GovernementOther clients

Trade-UnionsGovernementFlowercouncil PT/HBDNGO´s

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

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)

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)

Florist

FloristFlorist

Florist

FloristFlorist

Florist

Marketing

Management

HRMMVO

Skills/

craftman

Florist

FloristFlorist

Florist

FloristFlorist

Florist

Service

Advise

CoachingLobby

EventsMarketing

Management

HRMMVO

Skills/

craftman

Florist

FloristFlorist

Florist

FloristFlorist

Florist

WAHT + HOW

Service

Advise

CoachingLobby

EventsMarketing

Management

HRMMVO

Skills/

craftman

Magazine

Events

Website

Personal contact

Businessclubs

New Media

E-mail Florist

Florist

FloristFlorist

Florist

FloristFlorist

Florist

Brochures

Florist

Service

Advise

CoachingLobby

Events

Marketing

Management

Skills/

CraftmanMagazine

Events

WebsitePersonal contact

Businessclubs

New Media

E-mail

Brochures

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

Marketing MVO Management Skills P&O/HRM

Information VBW VBW VBW VBW VBW

Advise Ext. Ext. VBW + Ext. VBW VBW + Ext.

Services Ext VBW + Ext VBW + Ext VBW VBW + Ext

Events VBW VBW + Ext. VBW + Ext VBW VBW + Ext.

Coaching VBW VBW VBW VBW VBW

Lobby VBW VBW VBW + Ext VBW

Only for members, unless …..

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

- 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)

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

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%)

Other financial possibilities:- Find grants (subsidies) (National/Europe/Florint)

- No cure no pay-partnerships

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

VBW Centrale Vereniging

Bloemendetailhandel

VBW Service & Advies b.v.

Facilitaire diensten b.v.

- Fuel-company- Outsource- Yearly net margin € 125.000,--

- Service/Advise/Projects- Staff- Yearly net margin € 350.000,--

- Memberships- Lobby- Owner of building- Stakeholder - Yearly net margin € 25.000,--

Yearly net margin € 500.000,--Yearly net margin € 500.000,--

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,--

New activities 2011/2012:

- VBW Grant (subsidie) advise (ncnp)

- Floriade 2012

- VBW Annual-report advise- Analysis of figures- Dedicated advice

Conclusion:

WHCM-model

COMMUNICATION

MARGIN

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)

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

Conclusion:

VBW is building the future for florists in Holland ……

(we also build our business ….)

1 Januari 2012

Holland wishes you a

flowering and growing business

The Dutch florist approach 27-5-2011 Copenhagen. The Dutch florist approach VBW: - Dutch Florist...

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