The Flower Pricing Course
You know your prices are too low. You just feel a little guilty raising them.
Let's fix both — the number and the guilt. The Backwards Bouquet Method is the simple system for pricing your flowers so your farm finally pays you what it's worth.
Show Me The System →
You know the moment. You've cut something beautiful, arranged it, stepped back — and now comes the part that has nothing to do with growing. The number. You decide if it "feels like" a $25 bouquet. You add three more stems because it looks thin. Then it feels too generous, so you go back and forth, write down a price that feels defensible, and second-guess it the whole drive home.
Most farmers price this way — flowers first, number after. And here's the quiet thing nobody says: when you build the bouquet first, you'll almost always price it low. Not because you're bad at math. Because you're looking at something you poured months and real money into, guessing what a near-stranger will pay — and when we guess, we guess safe. Safe means cheap. So you undercharge, then add a few more stems to feel okay about it, which costs more, which means you should charge more, which feels scary, so you don't. Round and round.
Underneath the loop is the real reason your prices stay low: charging more feels unfair. Your neighbor sells huge bouquets for $15. You want flowers to be for everyone. You'd rather give them away than come off as greedy. I did all of it, and told myself it made me generous. What it actually made me was a woman working her tail off to hand out flowers for free — confusing being fair to my customers with being fair to myself.
Charging what your flowers are worth is not greedy.
A farm that doesn't make money doesn't last — and a farm that doesn't last stops growing flowers for its community at all. Pricing so you're still here next season is the most generous thing you can do.
So I hereby give you permission: to charge a real number, to stop apologizing for it, to be fair to yourself first. You don't need more confidence to start. You need the right number and someone beside you saying yes, charge that.
A farm that pays you — and still feels like the thing you fell for.
You walk into Saturday market knowing exactly what every bucket is worth — no knot in your stomach, no changing a price in the parking lot. A bride emails about her wedding and you send a real, profitable quote in two minutes without flinching. You raise your prices and your regulars keep buying like nothing happened. And at the end of the season there's actual profit — not just enough to reorder tubers, enough to pay yourself.
That's the real prize. You stop being someone with a nice flower garden and become, on your own terms, a flower farmer: the local grower people know by name. Legit, instead of just playing in the flowers. Rich in your life, not just scraping by.
Let me show you how — math and magic.
The Flower Pricing Course
The complete, repeatable system that takes you from guessing-and-underpricing to pricing every stem, every bouquet, and every channel for real profit — using one simple shift:
Stop building the bouquet first. Start with the price, then build the bouquet to hit it.
That's the whole reversal. Everything gets easier on the other side of it.
The Backwards Bouquet Method
Three moves. Once they're yours, you'll run them for the rest of your farming life without thinking. Plus the part everyone else skips.
1
Know what every stem is worth
Before you design a thing. Every flower gets a baseline price, in broad strokes, with a simple three-tier system. No counting pennies, no decoding a wholesale spreadsheet from a farmer three states away.
2
Price for who you're selling to
A farm-stand bouquet, a market bouquet, a subscription, a DIY bucket — those shouldn't all be priced the same. Learn the markup for each channel, so the number's right before you make a single arrangement.
3
Build the bouquet backwards
Pick the price first, then build to land there — profitably, every time. No overstuffing, no guessing. So repeatable you'll know it in your hands.
4
Actually charge it
Knowing the number is only half the job. The other half is charging it out loud — holding steady when someone pushes back, raising prices without losing your regulars. We work through that together. Data, not drama.
Hi — I'm Lennie.
I started B-Side Farm in 2014 in California, doing everything — farm stand, wholesale, weddings, CSA bouquets, workshops. On paper I was killing it: multiple six figures. In reality, the farm owned me. I was working day and night, breaking my body, and I could see the iceberg coming.
So I did something unusual for a farmer: I went back to school — for business. Goldman Sachs' 10,000 Small Businesses program at Babson College, agribusiness textbooks (then I got hired to teach the class), and I rebuilt my farm from the ground up: over $200,000 a year on three-quarters of an acre, with a team, vacations, and enough profit to pay myself full-time. I went on to write our industry's business book, Flower Farming for Profit.
I'll be straight: I'm a sarcastic, tense lady from Boston, and I don't do woo-woo. Pricing was the first domino for me — get it right and everything downstream gets lighter. This course is that first domino, handed to you, minus the business-school detour.
They stopped guessing. Look what happened.
"Sales were not at all affected by the price increase."
Linda started her season at $28, moved to $30 by July — and sold 325 bouquets in a short season, as a side hustle. Her sales didn't blink.
"They sold like hotcakes."
Patricia made big $20 bouquets — all she thought she could "get away with." She tried $30. "So I'm convinced." Her locals would pay it. They almost always will.
"Thanks for giving me hope."
Laura finished her first season ready to quit. After the method: "I'm committing to one more season, and I'm going to charge realistic amounts. I really do love growing flowers."
Even more student wins...
Everything you need to price with confidence.
- The complete pricing system — 17 bite-sized video lessons. On-demand, no clunky spreadsheets to build.
- Pricing Foundations — a confident base price for every flower you grow.
- Customer Types — how to price every retail channel: markets, pop-ups, farm stands, subscriptions, DIY buckets.
- Bouquet Pricing 101 — build bouquets backwards and profit on every one.
- Hands-on demos with real farm flowers.
- Cheat sheets & the plug-in calculator — enter your stems, get your price.
- A private message board for your specific pricing questions.
- Lifetime access — binge it now, come back every season.
🎁 Plus three bonuses:
- DIY Bucket Pricing ·
- "How to Forget About Your Competition" with Claire Sellers ·
- "Secrets of Sales Psychology" with Nancy Harhut.
The cheapest raise you'll ever give yourself.
Take the gap from your audit and run it across a season. For most farmers that's hundreds or thousands of dollars a year, walking out the door inside every bouquet.
The Flower Pricing Course
$159
once- lifetime access
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The complete system (17 lessons)
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Hands-on demos + cheat sheets
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The plug-in pricing calculator
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Private message board
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All 3 bonus sessions
My promise to you
Questions
Before You Go
Is this for me if I'm just getting started?
Will this be over my head if I'm not a "spreadsheet gal"?
My locals would never pay more. Will this work in my town?
Won't I feel greedy charging more?
What if I'm not ready to sell yet?
What if I've taken your other courses?
Is this a bouquet design course?
Does this cover wholesale flowers?
Ready to stop guessing?
Immediate, lifetime access to the full course, the cheat sheets and calculator, all three bonuses, and the message board for when you get stuck. You already know there's a gap. The only question left is whether next season looks like last season — or whether you finally price like the grower you already are.
