"High costs are our biggest challenge, so it's important to be able to see what your actual margin is." Twice a week Ferry van Roekel's alarm goes off at 03:15, to make it to the clock auction in Ede on time. A third day he buys through KOA. Plantion is where he has been sourcing flowers and plants for Bloem & Kado Hassink for years.
Before Ferry and his business partner Wendy Rothman took over the shop in the centre of Zelhem in 2018, they had both worked for the previous owner for over twenty years. The two are a well-oiled team. Ferry handles purchasing and flower arranging, Wendy takes care of the shop styling and sales.
Value for every budget
That division of labour works well. Their shop offers a wide selection of cut flowers, houseplants, vases, and other decorations. Outside, garden plants line the entrance. Wendy: "Our motto is 'wide choice, for every budget'. We're here for people who travel specially from Varsseveld, Doetinchem, or Ruurlo, just as much as for the residents of the care home nearby." Ferry: "Our shop fits the village."
Insight into margins
Last year Ferry was approached by Albert Haveman to join a pilot with Floral Profit. At first he wondered whether the app would be useful for him. Would it cost more than it returns? But those doubts have long since vanished. "It's important to know what a product actually costs," Ferry explains. "The price on the clock doesn't tell you everything. With small quantities, for example, transaction costs are proportionally higher than with large quantities. The app makes that kind of thing visible. You can clearly see what your margin actually is."
Easy to use
In the beginning Ferry had to figure out how to use Floral Profit most effectively. "I buy many different products at the clock. In between there isn't much time to update the app on your phone. It's better to do it straight after, while you're waiting for your products anyway. The app is very easy to use and you can send an email to the shop right away."
"In practice it works out to about 5 euros each time I buy. We get that back double, because we now have a clear view of costs and margins. That's why I think every florist can benefit from Floral Profit."