SRJC Course Outlines

3/4/2024 4:25:44 PMFLORS 114 Course Outline as of Fall 2005

Changed Course

Discipline and Nbr:  FLORS 114Title:  RETAIL FLOWER SHOP MGMNT  
Full Title:  Retail Flower Shop Management
Last Reviewed:3/28/2022

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum3.00Lecture Scheduled3.0017.5 max.Lecture Scheduled52.50
Minimum3.00Lab Scheduled017.5 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total3.00 Contact Total52.50
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  105.00Total 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:
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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.

Course Completion of FLORS 83A

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
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 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


Associate Degree:Effective:Inactive:
CSU GE:Transfer Area Effective:Inactive:
IGETC:Transfer Area Effective:Inactive:
CSU Transfer:Effective:Inactive:
UC Transfer:Effective:Inactive:

Certificate/Major Applicable: Both Certificate and Major Applicable


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

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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:
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Retail Flower Shop Operation. SOHO Press, 1994.
Instructor prepared materials.

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