Looking for a Fresh New Start?
Discover the Forest of Flowers® Difference!
Forest of Flowers® now offers fresh new opportunities to operate your own floral franchise in communities throughout Southwestern Ontario
Over the past 20 years Forest of Flowers® has become the leading floral retailer in Southwestern Ontario.
As a Forest of Flowers® franchisee, the emotional satisfaction from selling the world's ultimate "feel good" product is highlighted by the reassurance that you are able to provide truly outstanding value to your customers... friendly, helpful service offering the freshest, highest quality flowers at supermarket prices - field fresh for less®!
Our experienced Franchise Care Team is committed to helping you realize a high return on your franchise investment with our proven business model. Our comprehensive Franchise Support Program will assist you with site selection, store design, product design, and training and operations standards.
Is Forest of Flowers® Right for you?
You do not require prior experience in the floral industry - you can take advantage of ours.
Are you willing and committed to follow a proven formula? If you can deliver outstanding customer care and have the management skills and the desire to be in command of your success, the Forest of Flowers® family could be the right opportunity for you.
After reviewing the information, we invite you to print the attached
Franchise Questionnaire, complete in full and mail to the attention of Melanie Howe at:
Franchise Department Forest of Flowers
841 Wellington Rd, Unit B2
London ON N6E 3R5
(Faxed copies will not be accepted)
Once we have received your questionnaire, we will be in touch with you to discuss our franchise opportunities!
Who We Are
Forest of Flowers® was founded in London, Ontario in 1996 by Wayne and Judy Watson. Wayne brought to the business a successful career in retail management, including executive positions in charge of operations and franchising with two national retailers. After operating a florist shop in Western Canada, Wayne and Judy believed they could create an improved value for the retail floral customer.
By eliminating local wholesalers and buying most of their fresh cut products directly at source from South and Central America, California and the Niagara region, Forest of Flowers® offered a unique and compelling value positioning to their customers – field fresh, high quality flowers at better prices than competing florists. Large, fully stocked walk-in coolers displayed a broad assortment of flowers while preserving their freshness and quality. Almost from the beginning, the new Forest of Flowers® retail format exceeded their expectations.
Today Forest of Flowers® has grown to become the leading floral retailer in Southwestern Ontario with 15 convenient locations and a 23% share of market in the London Region. Market share and sales growth have continued through the past year, with sales 12% above the previous year in the most recent quarter.
After 20 years of nourishing the Forest of Flowers® brand, in 2010 Wayne and Judy created Forest of Flowers Franchise Corp. to replicate their successful business model on a larger scale. The senior franchise management team is now poised to take the franchise system and the Forest of Flowers® brand to new heights.
Mission and Values
The Forest of Flowers Vision is to become Canada’s leading floral retail franchise system, with more than 25 franchisees awarded across Ontario over the next five years, setting the stage for longer term expansion into other provinces.
Our Mission is to provide the strongest franchise business model and support programs to enable our franchisees to achieve their financial and career aspirations, with the emotional satisfaction of making a difference in their customers’ lives through the uplifting power of flowers. We believe that we will only succeed if our franchisees are successful on a sustained basis.
Wayne and Judy have a set of Core Values and beliefs that impact the way that Forest of Flowers® operates. They care about people: franchisees, staff and family, and customers. They believe everyone deserves to be treated the same, with warmth, dignity, respect and a genuine concern for their well-being. The following values are key to the operation of Forest of Flowers®:
|Excellence||We strive for excellence in all areas and align ourselves with people and companies with the same mind set.|
|Dedication||We are dedicated to satisfying and exceeding the needs and expectations of our customers, employees and franchisees.|
|Character||We hold ourselves to the highest standard in areas of integrity, honesty, commitment and accountability.|
|Teamwork||We create a positive, team-focused environment, allowing us to impact positively on team members and the communities we serve.|
|Responsibility||We believe we have a responsibility to benefit the common good of our local communities, our country, and our world.|
|Education||We believe in educating ourselves, our employees and our franchisees, allowing us all to be more knowledgeable and professional in satisfying our customers.|
What Do We Offer?
The Advantage of Franchising
We know you want a business that is a step above the ordinary. That’s what our franchise offers – the benefits of replicating our successful business model and years of learning to create a special business you can be proud of. Our Franchise Support Program will get to you operating quickly and easily, for a fresh new start, just the way you want it.
Flowers are the World’s Ultimate “Feel Good” Product.
The floral business is one of the most positive retail businesses. Everyone loves to get flowers. Whether it’s for special celebrations, romantic occasions, anniversaries, or sympathy tributes, people are always touched when they receive flowers. As a Forest of Flowers® franchisee, you can experience this uplifting power of flowers to make a positive impact on others, while building a solid future for you and your family.
The Forest of Flowers® Competitive Retail Advantage
- Forest of Flowers® has established a proven business model over the past 20 years.
- Our Superior Value Positioning has enabled Forest of Flowers® to continue to win market share from both traditional florists and supermarkets. This superior value focus has struck an emotional cord with today’s value conscious consumer.
- Our proprietary supply network provides a broad assortment of the freshest, highest quality prices at supermarket prices, displayed in our spacious walk-in coolers.
A Winning Formula for Our Franchisee’s Investment
- Our experienced management team brings a proven background in retailing, franchising, and marketing – especially in the floral market. Executive-level experience provides the vision & leadership to lead in the franchise industry.
- The financial investment required to become a Forest of Flowers® franchisee is very modest compared to other retail storefront franchise systems.
- Our proprietary supply network and purchasing power yield above-average gross profit margins.
Our Comprehensive Support Programs
You do not require prior floral business to succeed as a Forest of Flowers® franchisee. We’ve invested years of time and resources perfecting our business model so you don’t have to. Our franchising system allows you to replicate our floral success model.
Our Start-up Support Program
|Planning & Financial||Assistance with business plan & financing applications|
|Creating Your Store||Site selection and lease negotiation assistance
Store design and development assistance
|Training Your People||Extensive three week management training in London
Comprehensive in-field staff training programs
Employee Statistics Tool Training
Secret Shopper Set-ups and Training
|Operations||Exclusive FOF integrated software and POS system
Standard Operating Procedures for all functional areas
|Getting Your Flowers||Ordering is easy, products delivered directly to your store|
|Communication||Website portal exclusively for franchisees|
|Marketing Support||Advertising and merchandising templates|
|Merchandizing||Weekly and monthly merchandize planning|
|Grand Opening||Pre-opening assistance and knowledgeable field team|
On-going Support Commitment to Help Grow Your Business
Our support commitment does not stop at the Grand Opening. Our support programs are continually refined to optimize their effectiveness for our franchisees.
|Operations Upgrades||On-line updates to our Standard Operating Procedures
On-going updates to our integrated software systems
|Training Upgrades||On-line updates to our training programs|
|Marketing Innovation||Continual upgrades to our website and on-line marketing
Merchandising, advertising, and promotional programs
|Loyalty Program||POS system continually tracks customer spending habits
Customers recognized & rewarded for reaching thresholds
Email communication is cost effective and timely
Proven results – higher loyalty and higher annual sales
|Product Design||Floral design innovation with our in-house design experts|
|Store Appearance||Moments of Truth – audits completed directly|
Steps to Joining Our Family
- Attend an Information Meeting at our Corporate Location
This is a great opportunity for you to meet our management team and to learn more about the advantages of the Forest of Flowers® franchising opportunity.
- Submit the Completed Franchise Questionnaire
Let us know more about you. As we progress, you will continue to learn more about us. Your financial information is completely confidential.
- Visit Our Forest of Flowers® Main Store and Franchise Office
Here you will get to see what the florist industry is all about and how Forest of Flowers® is leading the industry in so many ways. See for yourself why working with flowers is such a positive experience. Discover how our spacious walk-in cooler preserves product freshness and enhances the shopping experience.
- Disclosure Documents and Due Diligence
Now you will receive a copy of the Disclosure Document and Franchise Agreement. You will have two weeks to review these documents and to conduct your due diligence.
- Franchise Application and Deposit
At this stage you will be required to execute our Deposit and Confidentiality Agreement and to submit with a $5,000 deposit.
- Store Site Selection Process
In this phase we will discuss the site selection process, available franchise stores and new site locations. We will try to match your preferences to available locations.
- Review of Forest of Flowers® Systems
At this stage, you will be introduced to the Forest of Flowers® merchandising, operations, and administration systems.
- Franchise Agreement
You will have up to 30 calendar days from the Approval Date in which to enter into a Franchise Agreement with the company.
- Meeting With our Executive Team
You will be invited to meet with our executive team, to ask them any questions you may have. This is a great opportunity to get to know each other a little better as you join the Forest of Flowers® family.
Financial Investments and Returns
|FOREST OF FLOWERS® START-UP INVESTMENT CAPITAL REQUIRED|
|A. Franchise Fees||Low||High||Typical|
|B. Site Development and Construction|
|Site Selection & Design||$10,000||$15,000||$12,000|
|Fixtures & Equipment||$10,000||$20,000||$18,000|
|Software License Fee||$10,000||$10,000||$10,000|
|Computers & Printers||$3,000||$5,000||$4,000|
|Interior Signs & Marketing Material||$2,500||$5,000||$4,000|
|Website License Fee||$2,500||$2,500||$2,500|
|Travel & Accommodation During Training||$3,500||$4,500||$4,000|
|Legal & Accounting Fees||$3,000||$4,500||$4,000|
|Last Month's Rent & Security Deposit||$2,500||$4,500||$3,500|
|Utility & Other Deposits||$500||$1,000||$800|
|Opening Inventory - Cash Portion *||$1,500||$1,500||$1,500|
|Opening Promotion & Advertising||$10,000||$10,000||$10,000|
|Total Start-up Investment Required||$125,000||$210,000||$175,000|
|* Opening inventory is 1/3 cash, 2/3 terms|
|Unencumbered Capital Required||Approx $90,000|
|Total Net Worth Required for Bank Financing||$250,000 to $325,000|
|Franchise Royalty Fee on Sales||5.0% of Gross Sales|
|Advertising Fee||2.5% of Gross Sales|
|ESTIMATED ANNUAL OPERATING REVENUES AND COSTS|
|Gross Profit Dollars||$175,500||$265,500||$453,750|
|Gross Profit Margins Including Royalty Payments 5%||58.5%||59.0%||60.5%|
|Marketing (Advertising Fee 2.5%, Store Adv. 1.0%)||$10,500||$15,750||$26,250|
|Salaries & Benefits||$48,000||$67,500||$105,00|
|Rent (will vary based on specific location and size)||$45,000||$45,000||$45,000|
|Delivery, Store & Office Supplies||$21,000||$31,500||$52,500|
|Telephone, Utilites & Internet||$6,000||$8,550||$13,500|
|Credit Card Discounts||$3,000||$4,500||$7,500|
|Maintenance & Repairs||$500||$500||$1,000|
|Estimated Total Operating Costs||$170,000||$219,800||$309,250|
|Estimated Pretax Income||$5,500||$45,700||$144,500|
Average Same Condition Store Performance Fiscal 2016
$399,000 (2 Stores)
$550,000 (6 Stores)
$1,100,000 (3 Stores)
|Average Gross Sales||$325,000||$480,000||$821,000||$542,000|
|Average Gross Profit Margin Including Royalty as a %||61.9%||60.7%||58.7%||60.4%|
|Average Advertising and Marketing 3.5%||$11,400||$16,800||$28,600||$18,900|
|Average Staff and Owner work hours||5,600||5,800||8,800||6,750|
|Average Rent and Common Area Maintenance||$38,700||$38,200||$47,800||$41,600|
|Average Annual Transactions||6,100||9,680||14,850||10,200|
|Average Sale Per Transaction||$53.30||$49.60||$55.30||$53.10|
|Annual Sales Growth|
|Sept 30 Year End||2014||2015||2016||Average|
|% Growth Same Condition Stores||11.5%||9.2%||9.0%||9.9%|
All data listed above as of September 30, 2014
All sales, transactions, and average sale data is from the FOF POS system, and as entered by the Franchisee and their staff.
All work hours, gross margin %, are reported to the Franchisor by the Franchisee as required by the Franchise Agreement.
All sales % growth data is from the last FOF corporate years ending September 30 of 2014, 2015, and 2016.
Additional operating expenses such as delivery, utilities, credit card discounts, professional fees, insurance, store and office supplies, benefits, will vary by store and owner. This is not a complete list. Check with your accountant for other possible expenses.
Starting Your Business
After your application has been approved and you have executed the Franchise Agreement, there are several stages leading up to your Fresh New Start.
- Business Plan and Financing
Your Business Plan is important not only for your own assurance of success but also for you to obtain financing with your financial institution. We are available to assist you through this process.
- Site Selection
Forest of Flowers® will help with the site selection to find the best available retail location for your business. We will analyze each market to ensure that the location and territory is right for you. We will also assist you in negotiating a lease that will meet your requirements in the most cost effective ways.
- Turnkey Build-Out and Fixturing
We offer a total Turnkey operation, taking care of all the building concerns that putting a new franchise store together entails. Your store will be professionally built and fixtured by experienced highly qualified contractors. When you open the door on your first day, you are ready for business with a visually impacting, well displayed, fully stocked Forest of Flowers® store.
We will assist you in the determination and placement of orders for your opening inventory. This will include orders for flowers, plants, vases, greeting cards, balloons, packaging materials, store supplies, etc from our proprietary vendor network. We will also assist you in setting up your Grand Opening advertising and media plan.
You will receive training from our friendly, knowledgeable team. Your hands-on training will include time at one of our store locations, covering sales, systems, floral presentation, perishable inventory buying, seasonal buying, merchandising planning, employee statistics analytical tools, marketing, management, and operations. When your store is ready to open, our training staff will be on-site to assist and to continue any training for an additional week.
- Standard Operating Procedures (SOP)
Our SOP manuals provided to you will cover nearly all of the day-to-day situations that will arise in running your business. The areas covered will include sales, marketing, hiring, training, employee recruitment and management, best practices, operations, software, and accounting. Updates will be provided periodically.
It is now the day you have been dreaming about for weeks. Your store looks amazing. It is stocked with the very best floral presentation at the most competitive prices. You and your staff are well trained and motivated…it is time to open the doors and make a difference in your customers’ lives!
Frequently Asked Questions
QUESTION: How soon can I open my store once my application is approved?
Answer: This can vary depending on location and site availability.
A typical process is:
|Site selection and lease negotiation||2-8 weeks|
|Build out and fixturing||12-16 weeks|
|Training||3 week off site, 1 week on site|
|Total Time to Open||19-26 weeks|
QUESTION: What is the total cost to open a new Forest of Flowers® retail store?
Answer: The cost can vary depending on store size, location, local labour costs, lease, etc. The total cost, including Franchise Fee, is typically $105,000 to $185,000.
QUESTION: How much money of my own will I need to purchase a franchise?
Answer: You will need approximately $50,000 of unencumbered cash. The balance will be bank financed. You will also require a net worth of $175,000 to $250,000.
QUESTION: What are the on-going Franchise Royalty and Marketing Fund fees?
Answer: The Royalty fee is 5% of gross sales; the Marketing fee is 2.5% of gross sales.
QUESTION: Can I own more than one Forest of Flowers® store?
Answer: Subject to meeting certain performance, financial, and partnership guidelines, franchisees may be awarded more than one store or become a master franchisee.
QUESTION: Do I have to buy all of my products from your approved sources?
Answer: Yes. Product uniformity achieved through our proprietary supply network achieves a more consistent customer buying experience and is fundamental to offering our unconditional Product Satisfaction Guarantee.
QUESTION: What skills and traits are desirable to maximize the likelihood of success?
Answer: One of the most important skills is the ability to deliver outstanding customer care. We also look for the confidence and desire to run your own business, management and financial acumen, and a general affinity for flowers. Retail experience, while an asset, is not mandatory.
To Contact The Franchise Office
Forest of Flowers® Franchise Office is located at:
Forest of Flowers
841 Wellington Rd,
After reviewing the information, we invite you to print the attached Franchise Questionnaire, complete in full and mail to the attention of Melanie Howe at:
Franchise Department Forest of Flowers 841 Wellington Rd, Unit B2 London ON N6E 3R5
(Faxed copies will not be accepted)
Once we have received your questionnaire, we will be in touch with you to discuss our franchise opportunities!