Most beginner flower farmers aren’t undercharging a little — they’re undercharging a lot, and usually without even realising it. In this episode, I break down exactly why pricing “by gut feel” is the fastest way to burn yourself out… and how to switch to real, sustainable, confidence-building pricing instead. If the numbers feel scary, don’t worry — I used to be hopeless at maths. But once you understand the formula and the four cost categories, everything clicks into place.

Here’s what we dig into:

The Real Reason Beginners Undercharge

Most growers price emotionally (“£10 feels fair”) instead of mathematically. This creates a business that looks busy but earns nothing — and leaves you quietly resenting the work.

The Four Costs Every Bouquet Must Cover

I walk you through the full breakdown so you finally know your true cost per stem:

1. COGS — seeds, compost, trays, elastic bands, sleeves… EVERYTHING that touches the product.
2. Growing Overheads — polytunnels, irrigation, grow lights, repairs, insurance.
3. Labour — weeding, watering, harvesting, conditioning, delivery, bouquet-making.
4. Margin — not greed… survival. This is what pays for tax, quiet months, growth, and your future.

As promised in the episode, here’s the exact margin formula:

Margin % = (Selling Price − Cost Price) ÷ Selling Price × 100

This formula helps you instantly see whether your price is sustainable — and why lowering a bouquet from £20 to £12 destroys your margin.

Why ‘Budget Customers’ Are Not Your Customers

I share two real conversations with callers who wanted £20 bouquets INCLUDING delivery (yep…). And why saying no is not only allowed — it’s essential.

The Trap Most Flower Farmers Fall Into

Farmer A charges £12 “to be fair.”
Farmer B charges £22 based on real maths.
Same flowers. Completely different future.

The Confidence That Comes From Knowing Your Numbers

Pricing properly gives you clarity, control, and the ability to grow your business without resentment or burnout.

The Flower Business Bootcamp

If you're dreaming of starting a flower business — or you’ve already begun but don’t have a plan, a pricing system, or a forecast — you’ll love the Flower Business Bootcamp.

Inside, we’ll cover:

• How to pick your niche and ideal customer
• How to work out exactly what to charge
• How to build a realistic business plan
• How to forecast your first year using simple, repeatable maths

Join the Bootcamp here: BUSINESS BOOTCAMP | Hampshire Seed Company