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.

VBW

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

CAO

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

Etc.

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)


VBW

Florist

Florist

FloristFlorist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

FloristFlorist

Florist

Florist

Florist

Florist

Florist


VBW

Marketing

Management

HRMMVO

Skills/

craftman

Florist

Florist

FloristFlorist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

WHAT


VBW

Service

Advise

CoachingLobby

Info

EventsMarketing

Management

HRMMVO

Skills/

craftman

Florist

Florist

FloristFlorist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

WAHT + HOW


VBW

Service

Advise

CoachingLobby

Info

EventsMarketing

Management

HRMMVO

Skills/

craftman

Magazine

Events

Website

Personal contact

Businessclubs

New Media

E-mail Florist

Florist

FloristFlorist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

Florist

FloristFlorist

Florist

Florist

Florist

Florist

Florist

Brochures


Florist

Service

Advise

CoachingLobby

Info

Events

Marketing

Management

HRM

MVO

Skills/

CraftmanMagazine

Events

WebsitePersonal contact

Businessclubs

New Media

E-mail

Brochures

VBW

VBW

VBW

VBW

VBW


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

Other

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.

VBW

Facilitaire diensten b.v.

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

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

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

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

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

- 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

WHAT

HOW

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...

Documents

value florist

bennefit of florist

collective florist profile

vbw future

holland slide

label slide

distinction slide

copenhagen slide