Jenny (00:28)
Today's episode is going to be a little bit different. And pretty much every single week on this podcast, I sit down and I try to give you something super actionable and real that you can take away and use directly in your flower farm business. I strive super hard to make every minute of this podcast practical, useful, insightful, and help you build the flower farm business of your dreams.
But today I'm going to talk specifically about my business program called Six Figure Flower Farming. And I'm gonna do that very intentionally because
Enrollment is open now for this business program and it closes on Thursday, October 22nd, 2026. And I know there are people listening who have followed me for months or years and are wondering, what exactly is the six-figure flower farming program? Is it actually for me? What are we doing during these six weeks? And is this the right time for me to do it?
So rather than kind of dance around those questions, I just want to take this episode to answer them. And I also feel very comfortable spending one episode talking about this program because I have seen what happens when the right person comes into it, does the work, and implements what they learn. It is amazing and I'm incredibly proud of this program. And so today I'm just gonna take you behind the scenes and tell you why I built it, what I've learned from teaching it.
who I think should join, who probably shouldn't, and what I actually want you to walk away with on the other side. And next week we'll get right back to our normal episode format.
Now, I have been teaching this program for years and years and years now. And I originally first built this program because when I first started flower farming, there was a tremendous amount to learn about actually growing flowers. And there are some amazing resources for that. Because I think some of the biggest challenges is just learning, you know, farming and production, learning harvest stages, post-harvest treatments, all that kind of stuff.
And they are absolutely skills and things that you have to learn to be a flower farmer. But eventually my questions changed from how do I grow this and how do I plant this? To is this actually making me money? Like, why am I working so hard? I need to actually get a return on this. Like the work that I put into this has to provide financial stability for my family. It can't run me into the ground. Like I have to.
be able to make this sustainable so I can do this for the long haul because I want to farm and work outside and work with flowers for the rest of my career. And so I had all these questions around things like how do I actually get more customers? How do I sell more effectively? Who do I hire? When do I hire?
How do I know what to focus on? What should I charge? Like, is this even making money? Like, I had all these questions around that stuff. And I didn't need any more growing information at some point. Like, of course, we're always learning some things about growing as we go on. Like every single year in my business, there's like a new pest or disease that pops up that I have to learn about. And that's great. That's what keeps it interesting for me. But I needed business skills. And there was nobody.
I mean, nobody that I knew of out there that was teaching all of these business skills that I needed to get where I wanted to go. I started looking for answers everywhere. I just couldn't find it anywhere inside of our industry. So I looked outside of the flower farming industry to find education and mentors and business programs about.
business about marketing and sales and financial management and all all that kind of stuff, efficiency.
And the truth is, I mostly learned a lot of this stuff through trial and error and making a lot of mistakes because nobody was talking about how to make a living from small scale flower farming when I started. And so I saw this gap everywhere I looked. And
Eventually, as I started learning this stuff, I was like, this is changing my life. Like when I learned how to actually find my ideal customers and how to get more customers, I was like, why is nobody talking about this? And when I finally figured out like systems to make the whole farm run more smoothly, I was like, why is nobody talking about this? And this just came up for me over and over and over again. And I saw this huge gap in the industry. And that is literally why I started teaching this program. And it just started out.
As hosting some flower farmers here at my farm, and we had these little workshops and then it evolved into bigger workshops with more people and doing them more often. And then eventually we started offering it online so people didn't have to travel to where I live in East bum, you know what, New York State. So I am really, really passionate about this stuff, and there are incredibly talented.
farmers and growers who can produce gorgeous flowers and still struggle to make the business pay them. And that is the problem that I built six figure flower farming to solve.
I think that most flower farmers actually really need this. And what six figure flower farming does is create a concrete plan of action for you to know exactly what to focus on in your business and how to get to where you want to be. Because you have to answer what's actually happening in my business? Where's my biggest opportunity? What should I focus on next? And that's what the program does.
We walk you through all the different profit levers that you can pull in your business and how to find those opportunities in your business and how to implement them. We show you how to find your numbers, how to know your numbers. We teach you about finding clarity based on the numbers and data-driven decisions, time management, marketing and sales, the whole business side of things.
Because the goal isn't for me to tell a hundred farmers to do the same exact thing. I that's completely unrealistic. Because every farmer is as unique as the person who runs it. You're in your own climate. You're in your own
Market. You're in a specific area. You have your own like goals for your lifestyle. You have your own families and your land is different and your soil is different. And you know, your opportunities in your area for sales are different. Because what one farmer needs doesn't necessarily mean another farmer needs that. One farmer might need more customers, and another farmer has plenty of customers, but it's underpriced, or another is selling the wrong product mix, and another is profitable, but they're overwhelmed.
And another has 17 different revenue streams and no idea which ones are worth doing. And so all these farmers shouldn't have the same plan. And the real goal of our program, Six Figure Flower Farming, is to help you better understand what's going on inside of your own business, identify the biggest opportunities and leverage to create a plan and then implement it. So six-figure flower farming is a six-week live.
Business Accelerator for Flower Farmers. Now we've run this program a few different ways in the past, but for this cohort that we're doing this winter, we are running it as a six-week live business program. It is designed to help you kind of step back from the day-to-day work of the farm and actually work on the business. Like we've all heard that saying, like you have to work on the business, not in the business.
And this is going to be intentional time set aside for you to do that. And we'll walk you through it step by step. And over the six weeks, we're looking at the core areas that determine whether the business works or not. So the first one is profit and money. So we're gonna help you understand where the money is going in your business, what you're keeping, like what you're
Profit margin actually is because a lot of flower farmers don't even know if they're profitable or not. And so if that's you, we'll help you figure that out. And then if you're not as profitable as you'd like to be, we'll help you get more profitable as well. We'll help you understand your margins, where the financial opportunities are. And so this is not going to turn you into an accountant, right?
The goal is to help you see the financial pieces of the business that are important for you as the CEO of your business, as the business owner, to help you make better decisions moving forward. We're going to help you find financial clarity here. And a big piece of this is focused around your pricing. So
We're gonna look at your sales outlets and help you determine which one is the most profitable. We're gonna look at all the flowers that you grow and determine which ones are the most profitable. We have literally calculators built for you. So you don't actually have to do any math. You just put in your own numbers and we'll help you figure out what those are.
And it literally does the math for you. It's super easy. But we'll figure out what your costs of production are. And we'll also include all like your insurance and your mortgage and all that inside of there. So you actually know what it costs you to grow a Snapdragon stem or a Dahlia stem or a Xenia stem. And from there, we'll help you make decisions around what deserves more space, what deserves more resources, what you should be marketing more. and what
What may need to be eliminated from your farm? Sometimes it's nothing, and sometimes it's a lot of things, and sometimes it's somewhere in between. But we really dive into the profitability of all the products and services that you offer on your farm. So you can feel really confident in the direction that you're taking your business in. And any questions around that, we're obviously here to help you with it and answer it along the way. The next bucket of things that we talk about is.
efficient farm operations. So we look at where your time is going, where are the bottlenecks, what can be simplified or systematized or delegated or eliminated. Because the goal isn't to make you capable of working more, it's to make the business require less unnecessary work. So we really dive into systems, how you do things on your farm, time management, and then a piece of this
Is hiring and delegation and scaling as well. So we talk through all of that to help you get your time back from the business. Because six-figure flower farming is not just about helping you earn more, pay yourself more, and to become more profitable. A huge piece of it is also getting your time back. So you have a sustainable business that you actually enjoy. Because I hear it all the time: the stress steals the joy. And this
Will help you eliminate that overwhelm and help you know exactly what to focus on in your business to give you time back. All right. And then, of course, the last pieces are marketing and sales. So we take you through marketing, all of the different steps inside of marketing and sales, because there is this vague, overarching theme of marketing that people kind of just lump together all the time. When the reality is there are micro skills inside of marketing.
And steps in the customer journey that you have to get right inside of your business.
That means we're looking at how people are actually finding you, how you are turning a prospect into an actual customer. So customer acquisition. We're looking at your marketing strategy, your customer retention strategy, your messaging. It's it's not just you need to post more on Instagram. Okay. I'm never gonna tell you that. you can if you want to, and that can absolutely be a part of your strategy. But we're talking about legitimate, actionable plans here, not just like.
Okay, post more on Instagram. We're ta taking you through a real marketing plan. So you will leave this program with a marketing plan for next season in place that all you have to do is execute on, and we'll help you do that as well. And then sales is kind of inside of this piece, but we have a whole module dedicated to it. This is how we turn attention into customers. So we talk about how you're
Converting people into actual paying customers, retaining them, increasing customer value, and building repeat business because marketing and sales are they get lumped under the same thing of marketing, but they're not really the same. And we take you through the nuances and help you develop real plans inside of your unique business.
In a nutshell, we take you through this pro basically a big process of auditing your business and taking you through all the profit and time levers you can pull in your unique business in order for you to earn more and work less next season. Okay. That is our promise to you if you actually implement what you learn.
And of course the goal isn't just to finish the six weeks with a binder full of worksheets. Like obviously we give you worksheets. There's a ton of resources,
templates, all that good stuff. But my goal for you is to finish knowing what your biggest opportunities are in your business, what your priorities are, and what your plan is to actually reach your goals this coming season. And we will help you get there and we will help you acquire all the skills necessary to do that.
Now, six-figure flower farming is a lot of things, but there's also a lot of stuff that it is not. So let me be very, very clear that six-figure flower farming is not a growing course. Okay. If what you need most right now.
Is learning how to grow dahlias, how to start seeds, how to install irrigation, you know, what harvest stages to harvest your flowers at. That is not what this program is designed to teach you. Okay. There are so, so, so many amazing resources out there on how to grow flowers and how to produce high-quality cut flowers. I just don't feel like that's something that I need to teach because there are so many resources out there about that.
already. So that is not covered in this program.
It is also not a magic formula. You don't enroll and magically have a like super successful and profitable farm six weeks later. This is not like magical, right? This requires you to do real work inside of your business. And so if you're somebody who is looking for like a get rich quick scheme, like this is not for you because that's not reality. This program will help you develop skills that you need.
To grow a profitable and manageable business over time, but you will not be rich from flower farming after this six-week program. It that's just not how reality works. But it will give you the skills and the tools you need to get there. Okay. Another thing that this farm isn't is copying what I've done on my farm. Like you can copy what I've done, or at least like try to, and I'm sure that would be helpful for you, but that's not what I'm about, you guys.
Your farm might not look anything like mine. You might have different markets, different climate, different customers, different goals, different products, different acreage. The goal is to give you tools to make better decisions around your business, not just do what I've done. Now I'm in totally an open book. I will tell you everything and anything I have done on my flower farm. I you hear it on the podcast all the time. I give you examples, I tell you exactly what I've done. And inside the program,
I do give you a lot of examples of how I've done this on my farm. But the goal is to apply these business concepts and principles and strategies to your own business in your unique situation. And we will help you do that. And finally, this program is not some passive thing that you do. If you want to just buy another course, log in twice, watch three videos, and hope something changes, like please do not buy this.
We are going to ask you to show up and to look at your numbers, to do the frameworks and the exercises we walk you through. We'll ask you to make decisions and to implement. The return comes from doing the work. And I know a lot of times people have a hard time following through. And that is exactly why we structure this as a very highly structured six-week program. We have tried running this program in the past.
As, like, a not like a DIY do it yourself, but sort of a learn at your own kind of pace program. And like that option is there for you if you want to do it. You can sign up for the program and you can do it at your own pace. But we have structured live QA's every single week. We have a schedule that is suggested for you to follow. And that is because we've seen over and over and over again.
When flower farmers sign up for like memberships, where it's just this huge library of information that you have to somehow like swim your way through all these random videos about all these different topics and concepts. Like, for a lot of people, that's not really helpful. Or at least I have found that to be true. And and sure it can be helpful for the right person at the right stage, but
I have found that when you have this structured accountability inside of our program, flower farmers are so much more successful. They are so much more likely to follow through. And you're doing this alongside a bunch of other flower farmers who are doing it with you. And we have all these opportunities for you to meet with each other, to talk to each other, and to really lean on each other for that accountability to be able to do this this winter together. But the important thing is.
that we do provide the accountability to help you do the work. Now, six figure flower farming is not for everybody. it's a great program for a lot of flower farmers, but it's not right for every single person out there.
This is probably for you if you're somebody who is thinking, I can grow flowers, I just need to become better at running the business side of things. Like maybe you're actively selling flowers or you want the farm to meaningfully contribute to your income. Maybe you're tired of guessing. You feel really hopeful, but like unsure that this can even work. if you're struggling with anything around pricing or profit, marketing and sales or efficiency or clarity.
And you're willing to implement what you learn, this is probably a great program for you. You don't have to already be making six figures or even want to earn six figures in your flower farm. We have had so many students in this program whose goal is just to make a little bit of extra income selling flowers and they have thrived from this. So you don't have to want to have this like hugely successful flower farm like.
This is for anybody who wants to just have a profitable flower farm, no matter what the size is of it. You don't have to be good at business or have a huge farm or love spreadsheets or be good at business or even know exactly what you're doing. Those are not prerequisites for this program. We will help you through all of that.
Now, six-figure flower farming may not be for you if you are one primarily looking for growing education. we talk about this a tiny bit, but not really. So if you're looking for how to grow cut flowers, this is not the program for you yet. It may not be for you if two, you're still deciding whether you even want to sell flowers. It may not be for you if three, you don't have enough business activity yet to apply much of what we're doing.
Like we have had a lot of people in the program before who have just started their flower farms and they've gotten a lot out of it. But from my experience, it makes more sense for somebody who has at least one year of growing experience under their belt. So you can faster apply what we talk about in the program to your existing business. This program is probably not for you if you just want someone to magically hand you a perfect business model to copy, because
There's lots of examples out there that you can emulate, but this is really about getting you to fully understand and acquire the skills of business and business management. this also may not be right for you if you are happy with your farm exactly how it is and you don't want to grow and improve the business side of it. Like, don't take it if you are totally happy with where things are right now.
Like I want every flower farmer to succeed and I want you to enroll in the program that is right for you at your stage in business and is right for the next step for you. And six figure flower farming may not be that or it might. It really depends on your situation.
Now we've had hundreds and hundreds and hundreds of flower farmers come through this program from all different walks of life, all different backgrounds. And we have had just the most insane feedback from our students saying how useful it is, how helpful it is. And so if you want to hear from any of those farmers, we will have a couple of them on the podcast, or we have already the past couple weeks. We also have a lot of their stories on our website. I'm super happy to
Talk to you about any of them at any point in time as well.
But I'm gonna spend the next few minutes of this podcast going through some of the most commonly asked questions we get about the program and whether this program is right for you. And the first one is that a lot of people ask me, I'm not sure if I'm ready. I don't know if this is right for me in my stage of business. like I think I want to do it, but I don't know if I'm ready. And I would say, ready for what? You need to know what you're waiting for to be ready.
Because if you're waiting until your business is more established, if you feel more confident marketing, if you're waiting until you aren't overwhelmed, or if you just want to feel more confident with the direction your business is going, I would say that those are literally the reasons that you might need the help with this. I don't want you to make mastering the skill the prerequisite for learning the skills.
But like I said, if you're not selling yet and you primarily need production skills, waiting may be genuinely appropriate. I just want you to distinguish between, okay, I'm not sure if I'm ready yet and understanding what you're gonna be ready for. Like if you want to wait to take this program until you're confident that you can actually produce cut flowers, like I think that's absolutely the right move. But if you already know that you can grow flowers and you're ready.
To just feel more confident and to take your business to the next level, I think this would be a great next step. The second question is how much time does this take? Because I don't know if I have time. Now, I'm gonna be honest, this program does take some time, but it's not forever and it's for a very structured period of time.
There are pre-recorded videos that we ask you to watch. There is homework to help you implement. And then we have live QA and coaching sessions every week that you can come to to help get more clarity, to ask questions, get you unstuck, all of that stuff. So we're asking you to fully participate in a program to look at your business, complete the work, and implement.
But the purpose of the time you're spending isn't to permanently add another obligation to your plate. You're just temporarily taking some time to figure out how to run the business better. So I would say on average, most students take anywhere between two to six hours on average per week to watch everything to
participate and implement the program. And some people less, some people more. It really depends on the business and your experience and what you have coming into the program.
And if you genuinely don't have the capacity right now, I totally respect that. The next question is this is a lot of money. Okay, that wasn't really a question, but this program is definitely an investment. I'm not gonna tell you that this program is not a meaningful amount of money. It is 1997 when you pay in full. However, there is a difference between
Just spending money on something and investing to get a return. Now it is my goal that every single student that comes through their this program identifies opportunities to either save the amount of money you invest in this program or make the amount of money that you invest in this program back within your first season. That is my goal. That is our promise to you.
Because we believe so fully, we have so much proof that when students invest in themselves with this program, they make the money back their first season when they implement it. And so I'm just curious to ask people what would happen if you one corrected your prices, or two, stopped spending time on an unprofitable flower, or three, improved your customer retention.
If you just did one of those things, this program would probably pay for itself almost immediately. What if you saved five to ten hours of your time every single week through putting in better systems or delegating? What if you avoided just one expensive mistake?
Because the reality is if you're underpricing your bouquets, your let's just say your mixed bouquets next season, fixing that could be the difference between you making a profit and you not next year. It could be the difference between $10,000 in profit or no profit. And we've seen this happen over and over and over again. And examples like that over and over again.
We're helping you build skills that you will use for the next five, 10, 15, 20 years and beyond that. And flower farmers spend so much money on seeds and tubers and infrastructure and high tunnels and greenhouses. And yeah, a lot of those are investments that you can make your money back on, but you're not gonna make your money back on them if you can't market and sell those flowers, if you can't know how to manage the money of the investments you're putting in. And so
learning these business skills is going to create a return for you over the entire lifetime of your career. Now, the important thing is that education has ROI because you actually use it and implement it in your business. You're not going to get a return on your investment simply because you invest in the program. You actually have to do the work and we will help you through that.
So, what I can tell you is that I built this program around skills and decisions that affect your profitability and the sustainability of your business year after year after year.
Now, I believe so strongly in this program because we've seen hundreds and hundreds of flower farmers come through it and come out on the unders other side so much better off. They have been so confident in knowing what direction they're taking their farm. They have for the first time understood what's actually making them money. They feel totally confident pricing their products. They know what to do to acquire customers.
We have taught this program for years, but what I really love about it is watching someone go from I have no idea what I'm doing to I know exactly what I'm doing next with confidence.
Jenny (28:45)
All right, final decision to wrap up this episode. The question: Should you join? Now, if you've been listening throughout this launch, trying to decide whether this program is for you, I would ask yourself three questions. Number one, can I grow flowers but feel less confident running the business? Number two, do I want this farm to become a more profitable, sustainable, and intentional business?
And number three, am I willing to put time into learning and implementing the skills required to make it happen? If you answered yes to all three of those, then I genuinely think six figure flower farming could be a very good next step for you. And if not, that's totally okay. Keep listening to the podcast, keep learning. And if there's a point in the future when it becomes the right fit, we'll be here. Now,
Just a final reminder that six figure flower farming enrollment closes on Thursday, October 22nd, 2026. After that, enrollment is closed and we are getting to work. The program starts the week after.
Now you can go to trademarkfarmer.com forward slash enroll to enroll today and hear more student stories, see all the details, all that good stuff. Or if you want to learn a little bit more about the program and get started for completely free, I am teaching a free training this week.
So you can head to trademarkfarmer.com forward slash training to sign up for the completely free training where we kind of get started on learning all this stuff together. And if you've been listening to this podcast for a long time thinking I am getting pretty good at growing flowers or I know how to grow flowers, I just wish I knew how to run this business better. That is exactly what I built six figure flower farming to help you do.
And I would love to work with you inside of it if it's a good fit.
Thanks for being here for this unusual episode of the six figure flower farming podcast. Next week we'll be back to our regularly scheduled episode format. So can't wait to see you then.
