Protea Internet Floral Boutique – DiscoverProtea.com

In 2005 we turned to the Internet and established a simple e-commerce web site. Our business model changed from grower and wholesale supplier to grower and Internet floral boutique. In 2006/07 our business grew rapidly and once again we had to change. We struck a deal with one of our original wholesalers and now they send out the Protea bouquets on our behalf as a drop shipper. We created an Internet enterprise that combines an online storefront and supply chain with established supplier relationships to create a marketing platform that bypasses traditional wholesalers, distributors and retailers. That gave us the opportunity to concentrate on marketing our web site.

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We now make use of every available Internet marketing channel. The most successful marketing tool is our newsletter. The e-mail campaign consists of writing and distributing a monthly newsletter; we schedule campaigns, design landing pages with offers, promotions, and event listings. We have a very loyal following and 50 – 60% of our sales consists of repeat or referred sales as a direct result from our newsletter subscriber list. In addition to a ‘sales pitch’, we cover topics from growing tips to interesting tidbits about the Protea floriculture industry. Our subscribers also dictate the new areas of growth for the company. To create awareness for Protea flowers (few people know what they are) and to get new customers, we use the following marketing techniques:

Traditional marketing still plays a role and the emphasis is always on directing traffic to the web site. We sell flowers through our web site only. Our target audience is small and select; and consists mainly of affluent individuals as well as professional floral designers that supply their clients (mostly hotels and restaurants) with long-lasting Protea flowers. Our Media Press Kit is available upon request.

We are in the process of changing our business model again. Supplying flowers for events (weddings, functions and conferences) is next as well as creating a joint venture with Protea USA; that manages Protea growing fields in rural Southern California. Our biggest challenge is supply, so we intend to address this by having access to more growers.

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The e-commerce used for DiscoverProtea.com is Magento – the World’s fastest growing e-commerce platform.

We own a number of Protea related web addresses:

DiscoverProtea.com specializes in a mixed Protea bouquet that ensures that the product is available year-round. We offer the highest grade product available (at any time of the year) and sell at very competitive prices over the Internet. The Protea Bouquets are made by trained bouquet makers and drop-shipped directly to customers, while you are running a virtual store. No inventory to carry for the Protea Bouquets – you only incur expenses (product cost and shipping costs) after a sale has taken place and you have collected the funds. This well-established business that has an outstanding reputation. The high percentage of repeat customers is a testament to the quality of the products. We have received rave reviews from their customers and media publications.

Location: You can operate this business from any home office.
Expansion potential: No marketing at all has been done in over a year. You need to do some pay per click, classified and magazine ads, email marketing, SEO, and go after the flower retailers and expand the wholesale market. The San Diego County Farm Bureau and the International Protea Association can aid in this endeavor.

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