Mike The Florist: a new online resource to help florists thrive in this digital age

Mike The Florist: a new online resource to help florists thrive in this digital age

‘Mike The Florist’ is a new online support website to help florists learn more about marketing and business, created by an 8th-generation florist, Mike, who is based in Madrid, Spain.

Today, florist businesses are at a critical crossroads. The year 2020 has brought disruption. We need guidance not just in craftsmanship, but especially in how to take good care of our business while faced with a very uncertain future. To help with this, Mike The Florist brings you insightful articles, community interaction and courses that guide you to the light at the end of this dark tunnel.

Why do so many florists struggle?

Has the COVID-crisis put flower businesses against the ropes now more than ever before? It’s just added to the pain. Floristry businesses have been declining ever since the global 2008 economic crisis. Around this time, new players came into the traditional retail market, and new sales channels took off. Florists failed to take advantage, or just could not keep up.

Supermarkets and other retail outlets increasingly started selling flowers. Simultaneously, eCommerce took a huge leap forward. Already established eCommerce websites took off and new players – generally start-ups with large investors behind them – were able to penetrate the market better and quicker than florists could. Instead of confronting these threats, florists drifted towards events; a small, limited market that soon became saturated. Florists just kept on making the wrong decisions and digging their own hole.

Today, counter-intuitively, COVID has given florists an opportunity to blossom. But only if they understand today’s world and the huge changes that have occurred over the past few months, and are still unfolding right before our eyes. Grasping these opportunities, can help the florist sector boom again.

Mike’s 3 pillars of support for florists

This is the reason why Mike The Florist was born. This venture started because we florists are great craftsmen (and women), and we have plenty of resources available to be craftsmen. What we lack, however, is up-to-date knowledge of today’s consumers, marketing theory for florists, and the right tools to boost our business to where it ought to be.

To address this shortage, Mike The Florist wants to support florists in three important ways. The first pillar of support, is to offer solutions to the complex business and marketing issues of today. These solutions will be laid out for you in well-researched blog posts.

The second pillar is to build a community of like-minded florists through social media, with which Mike will share and discuss important analysis from the business world and relate it to floristry.

Finally, and most importantly, Mike The Florist will serve as an education centre for florists all over the world. He will offer online courses in 4 crucial areas:

  • Business Management & Marketing for Florists during the COVID-Crisis (already available)
  • The Theory of Florist Marketing
  • eCommerce for Florists, and
  • Pricing Strategy for Florists

All of this will be offered online through Mike The Florist’s webpage and its Social Media channels (you will find the links below).

Mike’s background in floristry

Mike The Florist has been put together by Mike Bourguignon. Mike started out in floristry by studying at the Barcelona Flower School during his summers at the age of 16-18, before going off to University. He came back to the family business at the age of 27 and became the director of Florint, the International Florist Organisation, for three years at the age of 30.

Due to his international role and floral business in Madrid, he was able to grasp the needs of florists at a global as well as a local scale. This puts him in a unique position to offer valuable support.

Find Mike The Florist’s support resources at:

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