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The B-Side Club

You’ve been trying to do this flower farm business thing alone. The thing is, nobody can.

The club for women who followed their passion into flower farming and now find themselves, for the first time in their lives, small business owners. It’s full of Business Academy graduates and other flower farmers who are ready to get their shit done. We do the scary parts together, on a schedule, until they stop being scary.

Become a B-Sider →

If you’ve taken a program of mine

“If I could just buckle down.”

You learned the concepts. Then you went back to a farm that needed weeding.

And then the overthinking starts. I just need to find one day a week for this. I just need to buckle down. This winter I’ll finally get it all in order.

You are not short on discipline. You get up at five to cut flowers.

Here’s what I notice about every flower farm I look inside. Everything that reliably gets done has a date on it. The tulips go in by November or there are no tulips. The stand opens at nine. The bride’s flowers are needed Saturday at two, and they are never late.

Nothing on your marketing list has a date.

So let’s take the momentum you built in the program and keep it going — with some practice, and somebody expecting it from you, so you don’t have to do it on your own.

Four B-Side Club members in navy club caps and name badges, crowded together grinning, one holding up bunny ears behind another.
B-Siders, in person. The hats were not compulsory.

Why it doesn’t get done

Weeding the field has a deadline. Sending the email doesn’t.

Cut the dahlias today or they fade. You know by tonight whether you got it right.

Send the email and nothing comes back. No sale that afternoon, nobody says a word, and the weeds are exactly where you left them. It doesn’t feel like you did a thing. And you were second-guessing every line of it the whole time you wrote it.

So you go back to weeding, which is real, and which you are good at. It also never makes you decide what you’re worth. Setting a price does. So does asking somebody to buy, or putting your face on the internet.

Nothing out here tells you that the email was part of the job. You know it matters. It never feels like it matters today. And nobody is going to tell you your prices are too low either — you find that out years later, when you add it all up and see what you actually made.

Here’s the part nobody says out loud. If you don’t post, and you don’t send the email, there’s nobody there to watch you fail. Is some part of you keeping the farm small, just in case it doesn’t work out?

I’m not going to pretend I know. But every week you don’t do it, the voice that says you’re not really a business gets one more piece of evidence. That’s the real cost, not the email.

So this is a practice space, not a library. Every month there’s one small scary thing, a date it happens on, and people doing it at the same time as you. You don’t have to be good at it. You do have to get it done.

Is this you?

This is for you if

  • You can grow the flowers, and the rest of it is the hard part
  • This is the first business you’ve ever owned, whatever else you’ve been good at
  • You know what you should be doing and you’re not doing it consistently
  • Some part of you isn’t sure you’re allowed to call this a business
  • Some part of you would rather stay small than try something in public and have it not work
  • You’re in your first season or your tenth. Both work
  • You want people who get why you care this much

This isn’t for you if

  • You want growing advice. This is the business side, not soil tests
  • You want somebody to do your marketing for you
  • You’d rather never talk about your flowers in public
  • You’re after a big course with a lot to work through

The real changes B-Siders make.

Before you join

Months go by, sometimes whole seasons, and you never find a minute to…

  • email your list, if you’ve had time to build one yet
  • make an Instagram reel that’s actually fun to make
  • make a plan to sell out the workshop, or open the farm stand

It only happens when you get a spare evening and feel brave, so it comes in bursts, and then three weeks go by.

A few months in

You do all three most months, because they’re on the calendar and somebody is expecting them.

Whether or not it’s a good week. You stop needing to feel brave first.

  • And the parts you didn’t think to ask for
  • Working backwards from what you’re selling, instead of hoping
  • Your boring admin actually done, because everyone else is doing theirs at the same time
  • Laughing about all of it, regularly, with people who get it

Do that for a season and the rest gets easier. Charging properly, saying no to the wholesale account that’s losing you money, calling yourself a business without flinching — those come from evidence, and evidence is just a thing you did more than once.

Introducing

The B-Side Club

There are a hundred groups and a thousand videos on how to grow ranunculus. On what to charge for them, how to get somebody to buy them, or how to build enough structure into your week that any of it happens on repeat, there’s almost nothing. Growing gets taught endlessly. Being a business owner doesn’t. That is what this club is for.

Here’s what I prescribe when a farmer pays me to sit down privately and work out why her emails never go out. Not more training. A standing time on her calendar, and somebody to tell when she’s sitting down to do it. The B-Side Club is that same prescription, every month, with a room of people doing it at the same time as you.

What you get every month.

1

Four prompts a month

One a week, in your inbox

Three posts and an email, written for your season and your flowers, so you never sit in front of a blank screen wondering what to post. Copy it, swap in your flower names, send it. Nothing has to be a masterpiece.

2

A private podcast

Monthly, in the app on your phone

Real prices, real numbers, what sold at somebody’s stand last week and what flopped, so you know what’s actually working out there right now. Listen while you’re harvesting.

3

The monthly meetup

A Tuesday, 5pm PT / 8pm ET

Wins, losses, and one or two people in the hot seat getting coached on something real, so you spend an hour a month with people who get it. You’ll hear your own situation in somebody else’s more often than you’d think.

4

The coworking hour

A weekday morning, 9am PT / noon ET

Everyone types the one thing they’ll finish, cameras go off, and you all work, so the thing you keep putting off actually gets done. Run by B-Sider Belinda of The Wildflower Cottage.

Our theme this quarter

Don’t Go Quiet · October to December

Most farmers treat fall like the end of the road and go quiet, which leaves the whole season to the ones who keep showing up. So for three months, we don’t.

October calendar

  • Thursday 8 October · 9am PT / noon ET The B-Side B-roll. We all go out and film on the same day, while there are still flowers standing. You come back with enough footage for the winter, so that in February you’re posting instead of staring at an empty camera roll.
  • Thursday 22 October · 9am PT / noon ET The coworking hour. Water Cooler first, then everybody works.
  • Tuesday 27 October · 5pm PT / 8pm ET Put the Farm to Bed, Wake the Marketing Up. What to do with your list and your posting in the weeks the field is winding down. Wins, losses, and a couple of hot seats.
  • November — You Post Mine, I’ll Post Yours. You take the footage you shot in October and make a post for another farmer while she makes one for you. Somehow it’s easy when it isn’t yours, and you both end up with something neither of you would have posted alone.
  • December — The Year in Review Workshop. The full Flower Farming for Profit process, the one I used to charge for on its own: your crops, your sales and your goals, worked through properly. You finish with next year written down while this year is still fresh.

Once a quarter, a B-Sider takes the stage.

The Rising Expert Series is a member teaching the thing she’s got properly good at. Robyn Scott called hers “Just Jump In Already: doing the damn thing even when you don’t feel ready.” Plus guest experts through the year, for whatever we can’t teach each other.

Become a B-Sider →

A real student story

“Am I good enough? Am I right? Am I just a fake?”

Those were Aurora’s three questions, in that order, in her third season. I have never coached a flower farmer who didn’t privately think she was faking it. Here’s what Aurora did about it.

Aurora · Skurtun Family Farm · Patterson, California

Aurora farms with her husband Bert. She wasn’t posting consistently, and she wasn’t sure it was worth it. Who was even watching?

So she used the prompts to stop talking to other flower farmers and start talking to her own town, with a farm-walk story every morning. Some were well outside her comfort zone and she did them anyway. Neighbours started replying, then former coworkers, then the mayor. Another member, Lauren, checked in with her on the days it was hard.

Then she printed postcards and walked into two fire stations:

“I walked cautiously, repeating to myself, ‘be cool, be cool.’ And guess what? Success! They took the cards, said they would pass them around, and I didn’t trip over my own feet or back into anything while exiting the parking lot.”
30mornings in a row, on camera
57bouquets sold that Mother’s Day
175%of the goal she set

To be clear, thirty mornings in a row is not the assignment. Aurora is an overachiever 😉

A local boutique asked to carry her flowers. But the part she brings up isn’t the money. A few weeks later she gave a presentation at work and wasn’t nervous, because it felt like doing one of her stories.

“My word for the year was momentum. I just started going and I just kind of let go and put myself out there. That was so hard, but so rewarding.”

“I guess it’s a life skill, you know?”

The thirty mornings were part of the $10k Mother’s Day Bootcamp: same prompts, same partner, same walking in scared.

So what’s a business club, exactly?

About twenty-five flower farmers and a few partners crowded together for a group photo, many wearing navy B-Side Club caps, all grinning.
B-Siders, in person. The hats were not compulsory.

Same energy as any other club. Fewer motorcycles. Considerably more discussion of whether $32 is too much for a bunch of dahlias.

Nobody graduates from this. There’s no end date and no finish line, and some people have been in since the beginning.

Think about what you actually miss from your last job. It probably isn’t the work. It’s the water cooler, lunch on Thursdays with the same four people, and somebody noticing when you’d had a rough week. Nobody warns you that part goes away when you start a farm.

What you’re working on keeps changing. One year it’s pricing, the next it’s your website, the year after it’s hiring somebody for Saturdays. The room stays the same.

In a coworking hour, everyone types the one thing they’re going to get done. Then cameras go off and everyone works. Here’s a real one from a morning in late August:

JJoni

I’m at my forty hour a week job, so no mic or camera. Going to try and work on ordering flowers for next spring.

SStephanie

Add email addresses collected from the last three markets to my customer management system, and then draft an email to local businesses for a fall retail subscription… something that was supposed to go out in May 😏

CChelsea

Doing bookkeeping too — yay we can do it!

Fifty minutes later:

JJoni

Two orders placed! Thanks for letting me work along side all of you. Have a wonderful weekend.

BBelinda

Newsletter — check

CChelsea

I got so much done! I am not totally finished with accounting but it feels good to have started and now it doesn’t feel so daunting. Thanks for this, what a great idea!

Joni did that from her desk at her full-time job. Stephanie finally wrote the email she’d been meaning to send since May. Chelsea didn’t finish, and it stopped feeling daunting anyway, which is why she comes back.

Have we met?

Hi — I’m Lennie.

I started B-Side Farm in California in 2014 and did all of it: farm stand, wholesale, weddings, subscriptions, workshops. On paper it looked great. In reality the farm owned me, and I was practically giving flowers away while telling myself that made me generous. So I went back to school for business, rebuilt the farm to over $200,000 a year on three-quarters of an acre, and wrote our industry’s business book. These days I see inside more flower farms than just about anyone.

My coaching has been described as Ted Lasso meets Ron Swanson, which is about right. I will never shame you, and I’m not going to coddle you either. We go a step at a time, and I’ll tell you the truth about your numbers on the way.

Six flower farmers standing around a folding table under a pop-up canopy on a farm, talking.
An intimate B-Side meetup in the Hudson Valley, August 2026. The evening ended with us sprawled on picnic blankets, drinking wine and talking life and business. It was magical.

What it asks of you

A week in the club, realistically.

You’re a busy lady, so let me break it down for you. Here’s what a decent week in here looks like. Not a perfect one.

15 minutes

Take that week’s prompt and make the post.

15 minutes

On the one thing you’ve been avoiding.

1 hour · optional

A call or a coworking hour, if you can get to one.

Half an hour of actual work. An hour if you make it to something live, and plenty of months you won’t. Nobody’s keeping score.

Everything live is recorded, so the week you’re harvesting until dark is not a week you fall behind. Most members come to one live thing a month, not two. I have never once looked at who showed up.

Join

The B-Side Club

$45

per month

  • Four prompts a month, one a week, straight to your inbox
  • The B-Side, the monthly private podcast
  • The monthly meetup, with hot seats and wins
  • The coworking hour, opening with the Water Cooler
  • The Rising Expert Series, and guest experts through the year
  • The back catalogue, and member discounts
Become a B-Sider →

Cancel at any time, right from your account. You don’t have to email me, and I won’t ask why.

That’s one $45 bouquet a month. The kind I’m going to teach you to charge for.

Frequently asked questions

I’ve taken your courses. Shouldn’t I be able to get my sales and marketing done on my own?

Maybe. Some people can. If that’s you, keep the $45 and go send that email — I’m cheering you on. But if you’ve had the method for a year and the email still isn’t sent, more information was never the missing piece. Nothing in your week is asking you for it. That’s what this is: four small asks a month, on dates, with company.

Isn’t this just one more thing on my plate?

It’s meant to replace something, not add to it. Think about the time you already lose to this: rewriting the same post four times, reading another thread about pricing, deciding on Sunday night that you’ll deal with it next week. That’s more than half an hour, and it doesn’t get anything sent.

Who shouldn’t join?

If you want somebody to tell you exactly what to charge and write it for you, this isn’t that. If you’re after growing help, I’ll happily point you somewhere better. And if you already do the marketing, on time, without dreading it, you don’t need me.

What actually happens when I join?

I ask you five questions, four minutes, no wrong answers, and I read every one myself. Then I point you at one thing to start with instead of a library and good luck. Your next prompt arrives that week. Join mid-quarter and you haven’t missed a thing.

I was a member before and barely used it. Why would this time be different?

Fair, and you’re not the only one who said it, which is exactly why it changed. The work comes to you now: a prompt in your inbox each week and the podcast on your phone. You can get everything you’re paying for without logging in once.

Do I have to be on Instagram?

No, though three of the four prompts each month are for a post. Plenty of members use Facebook instead, and they work just as well on a sign at the stand or a postcard. The fourth is always an email.

I’m in a tiny rural town. Will this work for me?

Most of my farmers are rural. We spend our time on local selling: the coffee shop, the church parking lot, the fire station, the people who already drive past your place.

I haven’t taken anything of yours. Am I allowed?

Yes, and some of my favourite members arrived that way. Just know a lot of the room has done a course with me, so you’ll be the newest person in there for a bit. If you’d rather have the whole method first, take the Academy and come here afterwards.

Last thing

Ready to stop doing this by yourself?

Selling your flowers all season means building the audience the season before, a bit at a time, back when none of it feels urgent. That’s what the next few months are.

Picture next March. The email went out in January, and again in February, because it was on a Tuesday and somebody asked you about it. You know what your bouquets cost you and what you’re charging. You have footage from October, so you’re posting instead of staring at an empty camera roll.

None of that needs you to be braver than you are right now. Aurora wasn’t. She walked into the fire station saying be cool, be cool to herself, and the confidence came afterwards, which is the only order it ever comes in.

Become a B-Sider →

P.S. That email you’ve been meaning to send since March is already written for you, and it’s landing in your inbox next week. Swap in your flower names and hit send.

Yours, still nagging you about that email,
Lennie