YourBusinessWithJamesCaan2016 - 90

RUNS PETALON, A FLOWER
DELIVERY COMPANY IN
LONDON THAT DELIVERS
BOUQUETS BY BICYCLE
Mistakes are OK. I'm a
perfectionist by nature and
a procrastinator but I've
learnt that making mistakes
is how you learn, improve and move
forward. I realise you have to give
things a try. We're forced so early to
make decisions about our careers when
we haven't even had chance to discover
our passions yet. We have to get a job
before we even know our own work
ethic. I started off wanting to be an
architect but found them to all be a bit
grumpy. I now work with flowers -
something I knew little about but now
I'm obsessed with them and they're a
real part of my life. You spend the
majority of your life at work so it
should be amazing!

You can work with a
flexible business plan
I made several attempts to
write my business plan but
never quite finished it. I kept trying but
the company just evolved. I worried
I should have had more set ideas rather
than an outline plan but it actually left
far greater room for flexibility. Your
business then has the space to evolve and
you can follow your passions more easily.
It's important to have
sufficient funds to fall
back on. I handed in my
notice once I had enough in
the bank to live on for three months and
despite having minimal set-up costs, it
still wasn't enough! I remember buying
all the flowers for my first week of
business, enough to make 100 bouquets
and watching these dahlias slowly die.
Luckily my family believed in what I
was doing and kindly stepped in with a
further three months money and that's
when sales began to pick up. If it hadn't
been for their help, I may have had to
throw in the towel and get a bar job.

The hardest part
was finding the
confidence to do it

Florence Kennedy
worried about not having
floristry training but
business has taken off

90

You don't have to call in
the professionals With
such limited funds, we
really had no choice but to
do everything ourselves but it's been a
blessing. My husband, who had started
his own bicycle brand before I set up
my own business, was an enormous
help. From creating websites and flower
arranging to building trailers and
getting the packaging right - we really
did it all. We soon realised we didn't
need to involve the experts and actually
have had a far greater handle on things
because we didn't. I know how to code
my own website and can fix the
payment system if it goes wrong.
Becoming self-taught isn't just a way of
saving money - it's a way of knowing
more about your business too.
Trust your instincts
Looking back, I wish I'd had
more faith in the business
and myself in the early days.
We live in a culture of self doubt so the
hardest part is finding the confidence to
do it. I constantly worried that I should
have been taking diplomas in floristry.
I instead learnt by trial and error and
then found a florist whose work I really
admired and arranged a 1:1 session with
her which gave me far more insight
than any floristry school could have
done. Don't be afraid to have a go! You
soon learn to worry about things less as
you find out what works best for you.
To find out more about Petalon visit
petalon.co.uk or instagram.com/
petalon_flowers
WORDS: KATE YELLAND | PHOTOGRAPHY: SHUTTERSTOCK.
FLORENCE PHOTO: ALDO FILIBERTO

FLORENCE
KENNEDY, 29


http://petalon.co.uk http://www.instagram.com/petalon_flowers

YourBusinessWithJamesCaan2016

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