Presentation is loading. Please wait.

Presentation is loading. Please wait.

The Dutch florist approach 27-5-2011 Copenhagen. The Dutch florist approach VBW: - Dutch Florist Association - Location: Ede, centre of Holland - 1.400.

Similar presentations


Presentation on theme: "The Dutch florist approach 27-5-2011 Copenhagen. The Dutch florist approach VBW: - Dutch Florist Association - Location: Ede, centre of Holland - 1.400."— Presentation transcript:

1 The Dutch florist approach Copenhagen

2 The Dutch florist approach VBW: - Dutch Florist Association - Location: Ede, centre of Holland florist-members - > 50% of turnover in plants/flowers - store and/or digital store (internetshop) - freelancers - Yearly budget: ,-- - Contributions: ,-- ( 400,--/year) - Commercial margin + advises: ,-- - Projects/subsidies: ,--

3 The Dutch florist approach VBW-organisation-structure: General assembly Board (3) Advisory council (12) Internal organisation (13)

4 The Dutch florist approach VBW-organisation-structure: VBW Centrale Vereniging Bloemendetailhandel VBW Service & Advies b.v. VBW Facilitaire diensten b.v.

5 The Dutch florist approach Dutch market: florist employees - Turnover: ,-- (flowers/plants) - Average turnover: ,-- - Average number of employees: 3,75 - Buying-behaviour: 25% auction, 75% wholesale - Marketshare in plants: 30% (-) - Marketshare in flowers: 61% (+)

6 The Dutch florist approach 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 : end of required membership Fleurop - VBW should prove its real added value - Real decline in members to be expected …. or?

7 The Dutch florist approach Strategy VBW : - 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

8 The Dutch florist approach Strategy VBW ….: - 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 !!!

9 The Dutch florist approach 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)

10 The Dutch florist approach Strategy-development: - SWOT - Strategic alternatives - Strategic plan (3-5 yrs) + goals - Operational plan (yearly) + goals - Execution + results

11 The Dutch florist approach Strategy-development SWOT: Florist Supermarket Wharehouse Patrol-station WholesaleBrewer Other suppliers (hardware) AuctionGrower Consumers Companies Governement Other 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

12 The Dutch florist approach Strategy-development (SWOT): Florist: Purchase (?)Communication Calculation/MarginCosts AdministrationHRM ShoproutingSustainability AssortmentEnvironment PresentationCalculation MarketingTransport InternetFlowers/Plants Instore-communication Hardware FleuropEuroflorist TurnoverManagement Etc. WholesaleBrewer Other suppliers (hardware) AuctionGrower Consumers Companies Governement Other clients Trade-UnionsGovernementFlowercouncilPT/HBDNGO´s

13 The Dutch florist approach 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

14 The Dutch florist approach 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)

15 The Dutch florist approach Strategy-development (SWOT – Strategic plan): 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)

16 The Dutch florist approach VBW Florist

17 The Dutch florist approach VBW Marketing Management HRMMVO Skills/ craftman Florist WHAT

18 The Dutch florist approach VBW Service Advise Coaching Lobby Info Events Marketing Management HRMMVO Skills/ craftman Florist WAHT + HOW

19 The Dutch florist approach VBW Service Advise Coaching Lobby Info Events Marketing Management HRMMVO Skills/ craftman Magazine Events Website Personal contact Business clubs New Media Florist Brochures

20 The Dutch florist approach Florist Service Advise Coaching Lobby Info Events Marketing Management HRM MVO Skills/ Craftman Magazine Events Website Personal contact Business clubs New Media Brochures VBW

21 The Dutch florist approach Strategy-development (SWOT – Strategic plan):

22 The Dutch florist approach 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

23 The Dutch florist approach Strategy-development (SWOT – Strategic plan): MarketingMVOManagementSkillsP&O/HRM InformationVBW AdviseExt. VBW + Ext.VBWVBW + Ext. ServicesExtVBW + Ext VBWVBW + Ext EventsVBWVBW + Ext.VBW + ExtVBWVBW + Ext. CoachingVBW LobbyVBW VBW + ExtVBW Other Only for members, unless …..

24 The Dutch florist approach 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

25 The Dutch florist approach - 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)

26 The Dutch florist approach 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

27 The Dutch florist approach How te realize budget? 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%)

28 The Dutch florist approach How te realize budget? Other financial possibilities: - Find grants (subsidies) (National/Europe/Florint) - No cure no pay-partnerships

29 The Dutch florist approach 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

30 The Dutch florist approach VBW-organisation-structure: VBW Centrale Vereniging Bloemendetailhandel VBW Service & Advies b.v. VBW Facilitaire diensten b.v. - Fuel-company - Outsource - Yearly net margin ,-- - Fuel-company - Outsource - Yearly net margin ,-- - Service/Advise/Projects - Staff - Yearly net margin ,-- - Service/Advise/Projects - Staff - Yearly net margin ,-- - Memberships - Lobby - Owner of building - Stakeholder - Yearly net margin ,-- - Memberships - Lobby - Owner of building - Stakeholder - Yearly net margin ,-- Yearly net margin ,--

31 The Dutch florist approach 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) ,--

32 The Dutch florist approach New activities 2011/2012: - VBW Grant (subsidie) advise (ncnp) - Floriade VBW Annual-report advise - Analysis of figures - Dedicated advice

33 The Dutch florist approach Conclusion: WHCM-model WHAT HOW COMMUNICATION MARGIN

34 The Dutch florist approach 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)

35 The Dutch florist approach 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

36 The Dutch florist approach Conclusion: VBW is building the future for florists in Holland …… (we also build our business ….)

37 The Dutch florist approach

38 1 Januari 2012

39 The Dutch florist approach Holland wishes you a flowering and growing business


Download ppt "The Dutch florist approach 27-5-2011 Copenhagen. The Dutch florist approach VBW: - Dutch Florist Association - Location: Ede, centre of Holland - 1.400."

Similar presentations


Ads by Google