Straight From The Heart LLC | Application Preview
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General Information
Business Registration Number: 20-5093554
Location: Indianapolis, IN, United States
Length of Operation: 1-5
Number of Employees: 1-10 Employees
Annual Gross Income: Less than $100k
Annual Gross Expense: Less than $100k
Open to Loans: YES
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Funding Usage
Startup cost for setting up shop in a building • Rent • Floral Insurance • Flowers • Cards • Equipment o Refrigerated coolers o Knifes o Scissors o Glue guns o Trash cans boxes o Floor mats • Furniture and fixtures o Workstations o Chairs o Display cases / card racks • Computers and Point of Sale system • Delivery Van
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Business Plan
Within the next 5 years, I want “ Straight from The Heart” to become a globally recognized Floral brand. Our target audience is both women and men ages 18 and up. Our mission is to provide a message with meaning to our customers. Marketing Utilizing these sites below can expose our business to different demographics. Help connects to potential customers, Increase brand awareness. Each site can show a unique side of our service Email Use email marketing, the benefits reach people on a larger scale. Almost 40 times more effective than some social media sites. • Generate leads and boost sales. • Promote products, Services and Events. • Allows for target messaging Social Media Facebook • Create a Business Page/ Group page, • Go Live, Video • Create Paid Ad LinkedIn • Professional, Social and Career Networking • Making business connections • Gaining referrals • Finding prospect employees Instagram • Posting photos and videos • Connect with brans, celebrities, influencers, etc. • Outreach to relevant community groups • News, community happenings Grand Opening/ Launch Party Fun event that introduces our products and services to our targeted customers by reaching out to local publications, radio stations, and local chamber of commence to create a buzz Local Funeral Homes Establish a floral brand within our community it serves by partnering with local funeral homes and becoming their florist of choice when providing services to families in need. As well as donating arrangements to families ( low income) those who cannot afford flowers for their loved ones. This will be an ongoing on a as needs basis. Established Event Planners Build a business partnership to become the florist of choice for large events such as weddings, retirements, birthdays, church events, fundraisers, community groups, etc. Diversity and Inclusion in the community by connecting with customers Promoting our brand, by focusing our efforts on specific unmet needs in our community, defining our arrangements by the quality, excellent customer service and constant improvement of our business without the expensive cost. Provide jobs as the business grows in the community. Offering diverse apprenticeship in floral design to adults’ who want to learn to learn Giving monetary donations in the business name to certain causes within the community. Volunteering time and resources to organizations such as senior communities having some activities in the nursing homes. Consider Multiple Income Streams Bulk up sales to bring in more customers • Deliveries to cemeteries • Partner with 1-800-Flowers From a personal perspective, my passion and purpose come from having the love for fresh flowers, I began making arrangements because I love seeing the beauty of them. During the pandemic, I lost many, many friends, coworkers, and loved ones and there was not one minority owned floral shop in the Indianapolis area that I could patronize. I searched for floral competitors near me, and the arrangements presence did not give any emotion tied to the flowers. Flowers should display an emotion when given, whatever the message. I built business relationships and a reputation with wholesale flower stores in the Indianapolis area and online growers, using my own funds, I bought flowers and started created arrangements to sell and give to families because I wanted the arrangements to express the emotions through flowers. In 2022 I improved my business knowledge and skills by enrolling into an online Floral Design class and obtained my Floral Design Degree. In addition, I worked under an apprenticeship to learn how to make beautiful floral arrangements that have a message to give. Currently I work out of my home and have introduced my brand as “ Straight from The Heart LLC”, using my own personal savings and credit cards to fund all business needs. Recently my floral business hosted a Mother’s Day Pop-Up shop. Facebook event, FB live and physical floral stand drew many customers anxiously purchased flowers for their loved ones. Our targeted audiences welcomed seeing a minority floral shop and stated, “ They are so happy to see a Black Florist and wanted to support us in the community”. Indianapolis is in the process of revitalizing downtown, what better than to have a minority floral shop right in the midst. There is a consumer need in this community and there is not one like it. The return on the investment will provide an investment in our community, economic and social development
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Self Identified Competition
After reviewing Yelp reviews for 3 floral shops in the central Indianapolis area, their customer reviews ranked them between 2 to 3 stars out of 5 stars, to me this shows they are not a competitor to Straight from the Heart Flowers. We are setting the bar very high compared to them. Giving the customers what they want, Build a trustworthy brand. Providing excellent customer service by understanding the customer’s needs. Customers want to see what they are getting for their hard-earned money, well done bouquets and arrangements that look like the advertisement. Ability to provide a variety of arrangements with signature names to identify the emotion. Customers want friendly interactions with the owner and staff. Ease of doing business, satisfaction guaranteed.
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