Cut Flower Marketing Strategy | World Cut Flower Commission

Our Strategy — Openly Shared

The Marketing Plan

An ongoing, fluid document. We adjust as needed. Here is where we stand today.

This is a living document.

This is a living document. Our marketing plan evolves as the campaign grows. What you are reading reflects our current strategy — honest, direct, and subject to change as we learn what works and what the industry needs.

The Marketing Team

Outside the United States, we have 8 people in marketing across several platforms. Their job is to connect with approximately 60 marketing professionals located around the world. Those 60 must speak both English and their native language — because the flowers, and the florists, are everywhere.

The app originated in America, and our plan in America is different. We have 60 people contacting florists in different ways, including a strong email campaign. Both groups — inside and outside America — are taught how to communicate directly with florists around the world in a way that is honest, respectful, and specific to their market.

Paris-Based Manager

Managing the non-U.S. outreach team. Global perspective, floral industry focus.

Core Marketers

Active across multiple platforms, coordinating international outreach outside the United States.

Field Communicators

Located around the world. Bilingual. Connecting directly with florists in high-population areas right now.

Florists Per Communicator

Each of the 60 field communicators reaches up to 100 florists — putting our overseas outreach at up to 6,000 flower shops worldwide.

"The 60 are communicating with floral shops in high-population areas right now — asking them to be the kickstart group of florists who are passionate about flower shops slowly going out of business."

The Membership Strategy

The 60 field communicators are directing florists to our website in waves. As one group becomes a member, others see the momentum building and follow. This is not guesswork — it follows the style of crowdfunding, a proven model that has worked for countless campaigns before us, where visible participation encourages others to join.

6,000 florists may not seem like many at first, but the goal is for those florists to help extend the reach. Each member florist, with the support of their employees, will be encouraged to contact a few other florists. If even one or two become members, the movement begins to double in strength. If three join, even better.

Our target is 15,000 members. At $200 per florist, that creates an estimated $3 million in initial membership revenue to begin building the app.

How the Snowball Builds

Field communicators reach florists directly

60 bilingual marketers contact flower shops in high-population areas around the world — in their own language, with a message that speaks to what they are already feeling.

Florists are directed to our website

Florists are guided directly to our website, where they can become members and see the movement growing in real time. This keeps the process clear, focused, and centered around the platform we are building together.

Industry advertising and SEO drive additional members

Florists who were not reached directly discover the movement through industry advertising and online SEO marketing. They see others already becoming members — and they join.

Membership goal reached — development begins

Once the membership goal is reached, we have proven the industry is ready. The support is no longer theoretical — it is visible, organized, and strong enough to begin building the app.

The industry watches us succeed — for them

The goal is for others to see florists becoming members so they will feel the momentum and also join. The industry will sit back and watch. And then they will act.

The Florist Owns This App

Later, World Cut Flower Commission may include a board of directors made up of florists — to start. Our interest is that the florist has a meaningful voice in the direction of this app. That is very important for florists to know upfront. For clarity, this is not a formal promise or finalized structure, but an important point of conversation for future planning.

This is not a platform built by the middle, for the middle. This is a platform being created with the flower shop in mind, shaped around the needs of the industry it is meant to serve.

This structure could also help protect the app from attempts to replicate it. The industry only needs one cut flower app. That is where success will be found — not in competition between apps, but in one unified platform that the entire industry can trust because florists helped guide its creation.

"The florist owns this app. That is very important to know upfront. The industry only needs one app. That is where success will be found."

The Four Phases

The marketing of what the app can and will do will be discussed in detail at a later stage. We need to get through Phase 1 first. Three more phases follow — each one building on the last. Most of the following phases should be completed before the app itself is finished. The app is scheduled for completion 18 months after the beginning of the fundraiser.

Phase One · Now

Florists — The Kickstart Group

60 field communicators reaching florists in high-population areas worldwide. Directing passionate florists to our website. Building the snowball. Proving the industry is ready.

Phase Two · Next

Growers Join the Campaign

Growers are invited in. Their involvement validates the direct grower-to-florist connection at the heart of the app. Their contributions signal to the whole industry that this works for both sides of the chain.

Phase Three · Upcoming

End User Test Group

A test group of end users — consumers who love flowers — is formed. They are the app's final audience and their feedback directly shapes what the florist sees at launch.

Phase Four · The Goal

The Middle Joins

Everyone in the middle of the chain — wholesalers, distributors, importers, auction houses, associations — is invited in. The full chain of life, connected. That is a long way to go. And many more conversations to have.

Why Kickstart-Style Fundraising Works

We are not guessing at this strategy. The crowdfunding model has been proven at scale across thousands of campaigns worldwide. The data consistently shows that when a committed early group acts first, others follow. That is the entire theory behind Phase 1 — and the numbers back it up.

$ 0 B

Total pledged on Kickstarter since 2009

Kickstarter / Statista 2024

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Global Kickstarter project success rate

Statista, September 2024

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Of email-shared campaigns convert to donations

CoinLaw Crowdfunding Statistics 2025

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More raised by campaigns with a compelling story

CoinLaw / Fit Small Business 2024