TBUS 501/502: Integrated Capstone Project - Fleur De Flo Strategy

This capstone project focuses on developing a business strategy for Fleur De Flo, a flower shop located in Redfern, Sydney. The project proposes a growth strategy that includes expanding the business to incorporate a cafe, offering beverages like coffee, fresh juices, and herbal teas. The plan involves dividing half of the store to create a cafe environment, targeting corporate executives, event planners, wedding couples, and flower customers. The menu will emphasize healthy food and beverage options, and takeaway customers will receive a small flower as a token of gratitude. The project also suggests expanding existing services by holding weekend workshops on flower creativity, offering discounts to regular attendees, and educating customers on making bouquets and caring for seasonal plants. The strategy aims to increase weekly sales and enhance the brand image through personalized attention and a unique customer experience. References to relevant academic literature are included to support the business decisions and strategies.

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Business capstone project

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Products/Services
Fleur De Flo is a new flower shop located in Redfern, Sydney. The business owner with an aim
to become a famous florist in Redfern displays a unique style of arranging fresh flowers and
potted plants that attracts different types of customers. Fleur De Flow will offer a variety of
products and services to different customers from both corporate and retail sectors. Currently, the
company is selling flowers but it has the potential to open a Cafe shop including a takeaway. The
flower shop has been popular among the corporates and retail customers, with little bit of efforts,
the cafe can be set up first. The plan will be to divide half of the store into coffee shop which will
serve beverages like tea, coffee. Beverages will include freshly made coffee, fresh pressed juices
and shakes, herbal teas. This idea can be distinctive in a way because it can help in increasing the
estimated weekly sales of $5000 per week to $8000 per week by the end of 2019. To achieve this
proposed budget, the company has to analyze the market nearby before starting up a Cafe
business. The target market requires to be corporate executives, event planners coming to the
store, wedding couples, and people coming to buy flowers. The coffee will also have a counter
for takeaway incase people in hurry want to grab a quick meal. The cafe menu will majorly focus
on healthy food and beverage options for people coming to the flower shop. The food will be
prepared with utmost love and care considering that customers nowadays health conscious
(Namkung and Jang, 2017). With every takeaway, the customers will be given small flower as a
token of gratitude. The cafe area will be covered with a natural flower arrangement sitting area.
Keeping in mind about the season, the floral arrangements will feature a wide range of seasonal
flowers to provide a unique experience to the customers (Beery, 2017).
New Products
Coffee Machine
Bean Grinder
Refrigerator
Chairs and Tables
Fleur De Flo will also expand its existing services such as holding workshops for the flower
shop. Every weekend which means on every Saturday and Sunday, a workshop for flower

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creativity will be conducted. This program will let each customer to be a part of the customer by
registering 3 days before the workshop. A courtesy call will be given to the registering customers
48 hours before the workshop. This workshop will let the customers explore their creativity and
will be allowed to pot a plant every time they attend the workshop. Along with that, discount
facility will be provided to the regular customers attending the workshop. Customers will be
imparted with knowledge on making handmade bouquets and taking care of seasonal garden
plants. As opined by Niemonen (2015), this kind of personalized attention will help to create a
unique experience with the workshop, and improve the brand image of the flower shop.

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Reference List
Beery, T.H., Raymond, C.M., Kyttä, M., Olafsson, A.S., Plieninger, T., Sandberg, M., Stenseke,
M., Tengö, M. and Jönsson, K.I., 2017. Fostering incidental experiences of nature through green
infrastructure planning. Ambio, 46(7), pp.717-730.
Namkung, Y. and Jang, S., 2017. Are consumers willing to pay more for green practices at
restaurants?. Journal of Hospitality & Tourism Research, 41(3), pp.329-356.
Niemonen, J., 2015. Improving the visual appearance for a small business.