Key to Success: Sharpening Your Interiorscape Company’s Focus

What is your company’s focus?

As entrepreneurs, we tend to be optimists, right? We have BIG dreams and aspirations, and we are confident that we can do it better than the next guy or gal. We set out to do just that, but it’s easy to lose sight of our original goals and try to be everything to everyone. That’s why it’s so important to take a step back and clearly define your interiorscape company’s focus, because long-term success starts with knowing exactly what kind of business you want to build and how you want to grow your interiorscape career.

Define Your Interiorscape Company’s Focus and Vision

Let’s be clear—you can’t be everything to everyone. It’s just not possible. So decide early on what kind of interiorscape company you want to build, and go for it. Most of us in this industry started small, with just a one- or two-person team, and grew over the course of many years. Whether you’ve been at it for two years or fifteen, it’s never too late to shift gears. In fact, sometimes downsizing is a smart move that helps you realign with your core goals.

Here are a few questions to help clarify your interiorscape company’s focus:

• Do you want a tight, well-run 2- to 5-person operation?
• Do you want to grow into a 6- to 10-person team?
• Do you envision a business with more than 10 employees?
• Are you focused on high-volume staple plants like aglaonemas and massangeana canes in plastic containers, or are you building a boutique business that specializes in Kentia and Rhapis palms in resin, ceramic, or high-end fiberglass planters?

Whatever your vision, the bottom line is that in order to survive and thrive, your interiorscape business must be profitable. It must also provide real value, solve problems for your clients, and offer a positive work environment and growth opportunities for your team.

How Our Boutique Plantscaping Business Found Its Niche

Way back in the mid-1980s, we got our start with just me, a couple of green watering cans, a yellow Pinto station wagon, and a handful of residential clients. I was in my mid-twenties with big dreams, determined to grow a successful business with a strong client base and a growing team. I always had the goal of building a brand that stood out from the crowd by providing creative designs and excellent customer service.

The business grew steadily with the help of my life partner, who had a flexible work schedule and pitched in wherever needed. Within a couple of years, we hired our first two employees, both of whom were my nieces. We were a true family business until we needed a third team member. We hired based on personality, not experience—our mantra to this day—and continued to grow steadily.

By the time we added our fifth employee, I felt like we needed to slow down a bit. We had taken on too many new clients and couldn’t maintain the high standards we had set. About 30% of our business was ultra-high-end residential—a demanding but very profitable niche if you’re in a market that’s conducive to it. Affluent clients have high expectations, and we needed to meet them. That was a tipping point for us, and we made the conscious decision to review every account for profitability and raise our prices to reflect the level of service we provided. Some clients didn’t see the value and left, but most stayed.

That’s when we truly embraced our identity as a “boutique” interior plantscape company. We stopped bidding on every project and stepped away from holiday decorating, short-term event rentals, and floral services. Instead, we partnered with highly qualified companies to provide these offerings to our clients. These partnerships have enabled us to provide a full range of services while staying focused on what we do best, without the need for a warehouse full of holiday décor, a walk-in cooler for fresh flowers, or rows of ficus trees wrapped in twinkle lights.

Yes, like most business owners, we’ve made our share of mistakes along the way—some small and some big. But we’ve learned from them all and are very proud of our place in the interiorscape industry.

Staying True to What Sets Your Interiorscape Business Apart

Let’s circle back to the original question: What do you want your company to be, and what sets it apart? What is your interiorscape company’s focus? There’s no one-size-fits-all answer—only what works best for you. Staying true to your values and your niche will keep your business strong. Focus on what matters most to you, your team, and your clients, and success will follow.