Mark, Could you give us a brief summary of the books' main points and how they relate to the retail florist business?
Hey Frank.
I'm sure I'll do a poor job but I'll try.
The author believes that generally speaking most entrepreneurs start a business because they are good at and/or enjoy doing something. He uses (if I remember correctly) the example of someone who loves to bake and is great at it and decides to open a bake shop.
Their baking skill and/or love for baking doesn't translate into running a bake shop. They end up trying to do all of the work they are good at and once loved (all the baking) while also running the business. In the end they find themselves working too hard, with a business that relies totally on their baking skill and willingness to work long orders while they grow to hate the very thing that they once loved. The book aims to help you avoid that trap.
I'm not saying it applies to every florist or small business person, but there are shops that were started by people who loved flowers and/or were good at design and thought it might be fun to have their own shop. Next thing you know they're wrestling with wire services, software, credit card processing, etc., while still trying to design every piece that goes out of the shop. They work too hard, don't make enough money and are terribly unhappy.
It's a good book and an easy read. Like too many business books most of the really useful ideas could be covered very quickly, but are instead stretched out to make a book - you will sometimes feel like the same material is being presented over and over again, often in a somewhat simplistic, almost condescending conversational style.
I really did find the main premise to be great though, and it really is worth a read.
Thanks!
