12/26/2024 6:24:49 PM	FLORS 114 Course Outline as of Fall 2005	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  FLORS 114	Title:  RETAIL FLOWER SHOP MGMNT
Full Title:  Retail Flower Shop Management
Last Reviewed:3/28/2022

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	3.00	Lecture Scheduled	3.00		17.5 max.	Lecture Scheduled	52.50
Minimum	3.00	Lab Scheduled	0		17.5 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	52.50
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  105.00

Total Student Learning Hours: 157.50

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly:  FLORS 94

Catalog Description:

Aspects of owning/managing a flower shop.  Advertising and merchandising, refrigeration, shrinkage, wire services, simple bookkeeping, permits and licenses, and management and personnel procedures as applied to floral industry.

Prerequisites/Corequisites:
Course Completion of FLOR 83A ( or FLORS 83A)

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description:

Aspects of owning/managing a flower shop. Merchandising, advertising, Refrigeration, shrinkage, wire services, simple bookkeeping, permits and licenses, management and personnel procedures.

(Grade or P/NP)
Prerequisites:Course Completion of FLOR 83A ( or FLORS 83A)
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:		Effective:		Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Outcomes and Objectives:
At the conclusion of this course, the student should be able to:

Upon successful completion of this course, the student will be able to:

1. Summarize the elements contributing to the success of a floral shop.

2. Formulate a workable plan for establishing and managing a new or

already existing flower shop.

3. Evaluate the effectiveness of various advertising methods.

4. Assess the advantages, explain the use of, and effectively operate a

wire service.

5. Determine product mark-up to establish profit on products.

6. Create the desired flower shop atmosphere through display,

merchandising, space management, and customer relations.

7. Lay out a workable flower shop floor plan, considering

efficiency and aesthetic appeal.

8. Develop effective sales techniques.

9. Examine bookkeeping systems and determine appropriate system.

10. Summarize key aspects of good customer relations.

Topics and Scope

I. Elements of a Successful Floral Shop

 A. Location

 B. Foot traffic

 C. Display

 D. Atmosphere and presentation

 E. Customer service

 F. Shop layout

II. Business Practices for the Floral Shop

 A. Starting your own vs. buying an existing business

 B. Licensing and permits

 C. Agencies

 D. Buying practices

   1. Sources

   2. Perishables vs. non-perishables

   3. Buying considerations

     a. quantity

     b. type of product

     c. what lasts?

 E. Advertising

   1. Types and costs

   2. Direct marketing

   3. Newsletters

   4. Phone ads

   5. Billboards

   6. Effectiveness

   7. Writing ad copy

 F. Employee relations

 G. Wire services

 H. Buying

 I. Product mark-up

   1. determining appropriate mark-up

   2. principles of mark-up

 J. Selling

   1. product knowledge

   2. customer relations

 K. Display and merchandizing

 L. Record keeping

   1. standard

   2. special considerations for holiday business

III. Bookkeeping Systems

 A. Profit/loss

 B. Bad debts

 C. Shrinkage

 D. Payables/receivables

 E. Wire service statements

IV. Wire Services

 A. Costs

   1. Initial

   2. Continuing

 B. Percentage of profit

   1. Sender

   2. Receiver

   3. Wire service

 C. Pros and cons of joining wire service

 D. How to send and receive orders

 E. Advertising in wire services books

V. Wholesale Purchasing and Retail Handling

 A. Proper buying and selling techniques

 B. Controlled shrinkage

 C. Refrigeration

 D. Transportation

VI. Retail Display

 A. Window

 B. Show room

 C. Refrigerator

 D. Personnel

 E. Out of shop

 F. Seasonal

VII. Shop Layout

 A. Efficiency of placement

 B. Systems

   1. Placement of phones and computers

   2. Processing flowers

   3. Display refrigerator

   4. Delivery staging area

   5. Organizing the workroom

   6. Lighting

   7. Ease of cleaning

VIII. Customer Relations

 A. Dealing with emotions

 B. Translating requests into floral design

 C. On-time delivery

Assignments:

1. Visit 3 flower shops. Write a 3-page paper of observations, based on

evaluation sheet provided.

2. Create a Yellow Pages ad for a flower shop.

3. Create a layout/floor plan for a full service flower shop.

4. Write a business plan for a retail flower shop.

5. Midterm.

6. Final: 10 minute in-class presentation of business plan.

7. Reading: approximately 10-25 pages per week.

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 10 - 25%
Observations paper; Yellow Pages ad.
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 30 - 40%
Floor plan; business plan.
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 20 - 30%
Oral presentation.
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 20%
Multiple choice, True/false, Matching items, Completion
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 0 - 10%
Attendance and participation.

Representative Textbooks and Materials:

Retail Flower Shop Operation. SOHO Press, 1994.

Instructor prepared materials.

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