Floral Strategies
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Welcome to
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We've been working with retail florists for nearly 25 years and when it comes to designer productivity, some issues never change: HOW to get your team to work quicker, KEEPING down waste, USING the older flowers first, NOT stuffing orders, AVOIDING mistakes by paying attention to the details, INNOVATING instead of producing the same designs forever and MAINTAINING a filled cooler! Sound familiar? We have the solution: DesignStrategies workshops taught in your store by Derek Woodruff AIFD, FSC or Steven Santos AIFD, FSC

Meet the team...

Derek Woodruff  AIFD FSC
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Derek joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study the trade through institutes such as Michigan State University, the Michigan Floral Association (MFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground, a novel twist on DIY flowers. Derek is a captivating speaker who finds particular joy in helping audiences find inventive ways to use new and existing products. As an industry educator, Derek has a "big picture" perspective on industry trends, and how florists can make the best practical and artistic use of materials. He enjoys presenting on stage, in hands-on workshops, on-site at shops and also online to audiences of floral designers and consumers alike. In addition to being an educator, Derek considers himself a "competition designer" spending many years polishing the practice of live floral design competition. This love of competition has won him numerous awards both in and out of the industry, including the MFA's Chuck Bannow Award, MFA's Designer of the Year (twice), AIFD's Bobbi Cup (Thrice), Chicago’s Best in Blooms Competition, second runner-up on a national television floral design competition reality show called: "The Arrangement", was the winner of the 2016 Sylvia Cup Design Competition and was the runner-up in the 2018 America’s Cup Competition.
Steven Santos  AIFD
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Steven was first introduced to flowers at the age of 15 when he got a job at a sandwich shop that had a florist in it. After seeing all the beautiful florals come and go from the shop, he was hooked. He started as a shop assistant sweeping and making casket saddles out of wet straw and chicken wire among many other tasks. That wasn’t enough for him. After high school he attended the Floral Design Institute in Seattle and started his journey as a floral designer. In his career he has been a lead designer, wedding specialist, shop manager, and owned his own floral studio that catered to special in-home designs. He enjoys competing in floral competitions and thinks it helps all designers grow. He has won multiple Best in Show awards at the Boise Festival of Trees and runner up in the Idaho Florist Association Design competition. Steven has always wanted to grow his knowledge and experience in the floral industry. After many years in traditional retail florists, he transitioned to become the Director of Premium Floral for Albertsons Companies. He has traveled all around the United States, South America, and Europe looking at color, texture, and design trends in the floral industry, along with trends in home décor, and fashion. He created from the ground up, a whole new concept of “grocery store” flowers, inspiring workers and consumers about the joy and need to have flowers in your home every day. After completing that large task, Steven has moved on to become a Designer and Trend Spotter for Natural Flowers located in Miami, Fl and Bogota, Colombia. Steven brings the knowledge of traditional florist mechanics, dedication, and hard work, along with a worldwide understanding of the amazing floral community we are in.
Owners and Designers alike LOVE DesignStrategies.
​Just hear for yourself...
​Sue P, the owner of City Line Florist in Trumbull, CT, shared, "THANK YOU! My designers are buzzing and excited about what they learned from you and I am jazzed by all your valuable insight. This was money WELL SPENT. When can you come back?"
Brian J, owner of The FlowerLoft in Lima, OH said, "It was an incredible two days full of ideas, teaching, and knowledge that will help take us to the next level. The time you spent with Heather is more than I could have imagined and I have seen her design abilities grow greatly!"
Kelly K, vice president of Forest of Flowers in London, Ontario said, "Thanks for sending Derek our way. All who went through the training said it was fabulous. Derek definitely created raving fans!

His approach was down to earth and he connected with each individual attendee providing personal notes. He was very easygoing and instilled confidence in all while focussing on what is important: efficiency, speed, watching the bottom line, technique and creativity.
 
I was VERY  impressed and will definitely book him again in the future as many of our senior designers would love the opportunity to attend a workshop with him and those who already attended would be keen to do so again.
Your investment for this workshop is $4000 for two days of on-site training, a pre and post-visit phone interview, a detailed report/action plan and follow up webinar with your team to monitor their progress and ensure their success. This one fee covers our trainer's time as well as all travel costs: airfare, lodging, rental cars, meals, and incidentals. We offer many 'creative financing' options to make it easy for you to book this valuable training, just call us on 800.983.6184 or complete the form below.

This is a VERY popular program with only limited availability, as shown below.

Choose any two CONSECUTIVE days from the dates shown below.

Available Dates
We are still doing on-site training.
​Please call our office to discuss dates and options!


    Tell me more about DesignStrategies Training...
    Tell us a little about you and your shop. What are you looking for? How'd you hear about us?
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For futher details, click here.
​1.  Prior to the visit the trainer holds an in-depth phone meeting with the owner and has that person complete a SHOP PROFILE so we can learn your basics on processes, procedures, buying and designing. The owner also sends pictures of the shop and cooler and current work

2.  The trainer is on-site for TWO full days.

3.  DAY ONE involves meeting the team and observing the store in action - looking for ways to optimize efficiency, decrease waste and improve productivity. In the afternoon the trainer moves into both group and one on one workshops to assess skills and introduce the latest trends and techniques. He will process all daily orders along with staff to demonstrate better practices from gathering flowers and materials to design execution. A 'cooler makeover' is also covered.

4.  DAY TWO revisits and recaps the previous day and then builds upon it - ensuring the staff is using their new skills and techniques. The trainer delves further into your design area set up and layout as well as setting up new guideline and procedures to optimize flower processing, design, merchandising and more. This is also an opportunity to delve into more focused content: one-on-one with specific staff, prom or wedding work, etc

5.  The trainer has a recap meeting with staff and then management so all know their plan and responsibilities moving forward. As an added bonus the trainer revisits and reviews elements of the FloralStrategies sales process so staff are not just designing better but selling higher too. 

​6.  There is a DETAILED follow-up report sent within the week and a phone conversation with management and follow up webinar (15 minutes) with staff to review their progress, check-in and ensure complete integration of all the new ideas into the store culture.

**No discounts apply to any custom training program
**No refunds given; training can be rescheduled at your convenience

Here are just a few of the shops who have already gone through the DesignStrategies workshop
​Nancy, The Flower Bar
​Larchmont, NY

Kelly, Forest of Flowers
London, Ontario

Lisa, Abbott's Florist
Champaign, IL

Brian, The Flower Loft
Lima, OH

​Sue, City Line Florist
Trumbull, CT
Tammy, Lavender & Thyme
Moscow, ID

Rakini, Allans' Flowers
​Prescott, AZ

Chanda, Bagoy's Florist
​Anchorage, AK

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© FloralStrategies 2017-2018
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Call us anytime!
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800.983.6184

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  • Home
  • TRAINING OPTIONS
    • 15 Minute Florist
    • Webinars >
      • Valentine Boot Camp
    • Floral Confidence Workshop
    • Wholesale Training
    • OnSite Training
    • DesignStrategies
    • EventStrategies
    • CulinaryStrategies
    • TEAM MEETINGS
  • About
    • News&Happenings
    • Our History
    • Our Partners
  • Praise
  • SAMPLES
  • Store
  • Contact
    • Business Coaching
  • Speaking Engagements
  • Helping Florists
    • Sell Your Shop
    • Find New Staff or Work