What Team Flower does

Team Flower is an online education, community, and events platform serving floral professionals worldwide, founded in 2014 by Kelly and Jesse Perry and operated under the legal entity Philosophy Flowers LLC. The company offers a structured curriculum of 12+ self-paced online courses spanning entry-level through advanced (numbered 101-400), covering floral design techniques, wedding and event business operations, pricing systems, and cut flower farming. Content is delivered through a proprietary learning management system hosted on Squarespace, with subscription management via Memberful and payment processing through Plaid. The platform is monetized through three primary streams: one-time course purchases with lifetime access, an auto-recurring Academy subscription bundling 15+ courses with community and directory membership, and an advertising network serving flower industry vendors at $299/month for the Starter tier.

The company's go-to-market is multi-channel: product-led growth via direct website enrollment, community-led growth through a 2,000-5,000 member forum with directory listings, and event-driven acquisition via an annual conference (since 2018, 600+ attendees), Launch Workshops, and Floral Retreats. Free content marketing — 200+ resources annually, a 40,000+ subscriber Pen Pal Club newsletter, and SEO driving 500,000 annual visitors — feeds the top of funnel. Customer segments are SMB-focused: wedding and event florists (primary), retail florists, farmer-florists, beginning florists, and hobbyists, all purchasing as individuals rather than through enterprise contracts. The remote-first team of fewer than 10 employees runs the business alongside the founders' separate Philosophy Flowers wedding design brand, with Jesse Perry serving as de facto CMO/CTO across marketing, technology, and operations.

Strategically, Team Flower operates as a bootstrapped, profitable lifestyle-scaled business — no external funding has been disclosed and revenue is described as 'multi-six-figure annualized.' The company has compounded community, content, and event assets over a decade to create defensible moats in a niche vertical where it is recognized as a pioneer in modern online floral education. Competitive positioning rests on the depth of its content library, the network effects of its community and directory, and Kelly Perry's industry credentials (35 Under 35, 55+ publications).

Name

Team Flower

Legal name

Philosophy Flowers LLC

Website

https://teamflower.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Floral Design Education

NAICS

Floriculture Production (111422)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Floral design education
• Online floral courses
• Flower farming training
• Florist business coaching
• Floral industry community

Headquarters

HQ city

Boone

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Online Course Sales: Individual online floral design, business, and growing classes sold as one-time purchases with lifetime access. Classes include entry-level, intermediate, advanced, and Fast Track condensed formats.
2. Team Flower Academy Subscription: Auto-recurring monthly or bi-annual subscription providing access to 15+ online courses. Customers can cancel anytime with no refunds for partial periods.
3. Conference and Workshop Revenue: In-person events including annual conference (Albany, NY) and Launch Workshop (Chambersburg, PA) with ticket sales for educational sessions and networking.
4. Ad Network: Advertising network serving flower industry vendors reaching 500,000 annual visitors with tiered pricing (Starter $299/month, Signature and Premier on request).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Team Flower is an online and in-person education platform that teaches floral design techniques, flower farming, and florist business skills to floral professionals. Its portfolio includes self-paced video courses, a subscription academy, an annual conference, hands-on workshops, retreats, and a private professional community forum serving wedding and event florists, retail florists, farmer-florists, beginning florists, and floral hobbyists.

Product overview

Team Flower is an online education and community platform for floral professionals offering a comprehensive portfolio of self-paced online courses, in-person workshops, annual conferences, and membership community services. The core offering includes 12+ online classes spanning three categories: Floral Design Classes (bouquets, centerpieces, arbors, wiring techniques), Flower Business Classes (foundations, pricing, growth strategies), and Growing Flowers Classes (cut flower farming, peonies, seasonal wedding flowers). The platform operates on a Team Flower Academy subscription model (monthly or bi-annual auto-recurring) providing access to all courses plus membership in the Team Flower Community forum and Directory listing. In-person offerings include the annual Conference (since 2018), multi-day Launch Workshop, and advanced Floral Retreat. Additional services include the free Pen Pal Club newsletter (40,000+ subscribers) and the Team Flower Ad Network for reaching flower industry professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Team Flower Academy: A comprehensive online training program for beginner and intermediate floral designers offering multiple courses including design, business, and growing classes.
• Team Flower Conference
• Team Flower Community
• Team Flower Ad Network
• Team Flower Pen Pal Club

Products and services

• Team Flower Online Classes Self-paced online flower arrangement, design, and business courses covering floral design techniques, wedding floristry, flower photography, pricing and ordering, and cut flower farming; sold individually with lifetime access and a 14-day money-back guarantee.
• Team Flower Academy Auto-recurring monthly or bi-annual subscription providing access to 15+ online business, design, and flower growing courses for beginner and intermediate floral designers. Includes membership in Team Flower Community and a Team Flower Directory listing.
• Team Flower Community Lifetime membership online forum providing peer support, feedback, and encouragement for floral professionals, with access to 1,800+ conversation topics, exclusive floral industry discounts, and listing in the Team Flower Members Directory.
• Team Flower Directory Member directory connecting floral professionals with prospective clients and industry peers, reaching 550 cities in 45 U.S. states and 15 countries and covering freelancers, interns, employees, and suppliers.
• Team Flower Conference Annual large-scale in-person conference featuring keynote sessions, 20+ small-group breakout sessions, Q&A panels, hands-on floral design, and business-model discussions; held since 2018 with over 600 floral industry professionals having attended.
• Launch Workshop 3-day in-person floral design workshop for beginner florists held in Chambersburg, PA and other U.S. venues, helping participants qualify design skills, build business plans, and launch their floral design business.
• Floral Retreat Advanced-level multi-day in-person floral retreat offering immersive hands-on learning and design development, typically held in Chambersburg, PA.
• Business Growth Online Class Online class focused on sustainable business growth for floral businesses, including burnout prevention, financial evaluations, revenue stream transitions, hiring and training, and work-life balance; taught by Kelly Perry.
• Pricing and Ordering Online Class Online class (intermediate-level, weddings) teaching a system for consistent profit that scales from small to large weddings, covering proposals, pricing, and ordering with reduced over-ordering.
• Foundations for Growing Cut Flowers Online Class Entry-level online class teaching the basics of cut flower farming, including starting a cut flower farm in any space size, ordering and scheduling, flower care, and end-of-season cleanup.
• Team Flower Ad Network Advertising platform reaching 500,000 annual flower-focused visitors with tiered pricing: Starter ($299/month), Signature, and Premier packages including display ads, email integration, and sponsored content for flower industry vendors.

Quantifiable outcome

• Over 700 florists trained in-person since 2014
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

17 partnerships are on record, tiered minor.

• Accent DecorminorGTM or Marketing PartnerFeatured on Team Flower Marketplace; carries fresh and innovative products for floral, event, and home décor industries; provides vessels, votives, and cutting-edge designs
• Pioneer Imports & WholesaleminorGTM or Marketing PartnerImporters and wholesalers of containers, baskets, artificial plants and flowers serving florists, planners, and interior designers
• The Gardener's WorkshopminorGTM or Marketing PartnerOnline flower-based business courses and garden shop offering flower seeds, tools, and supplies; founded by Lisa Mason Ziegler as an urban flower farm
• Love 'n Fresh FlowersminorGTM or Marketing PartnerFive-acre sustainably-managed urban flower farm in Philadelphia providing wedding florals and hosting over a dozen workshops annually
• Schreiner Iris GardensminorGTM or Marketing PartnerTop-tier iris plants supplier for gardens and farms based in Salem, OR with detailed growing instructions
• King's Mums LLCminorGTM or Marketing PartnerMail-order supplier of specialty rooted Chrysanthemum cuttings for garden, show flowers, and cut flowers based in Sand Springs, OK
• FAM Flower FarmminorGTM or Marketing PartnerDutch family flower farms in Lisse, Netherlands growing dahlia tubers, tulip bulbs, and daffodils; co-founders share farm story via social media
• Grateful GardenersminorGTM or Marketing PartnerBoutique organic flower farm in Boyds, Maryland specializing in unique blooms; mission includes giving back to earth and community
• The Hotel FloristminorGTM or Marketing PartnerTurnkey floral solution for luxury hotels (JW Marriott, Fairmont, Four Seasons); offers Hotel Florist Profit Method online education
• Good Seed FloralminorGTM or Marketing PartnerFull-service wedding floral design company in Austin, Texas also involved in florist education through Business and Blooms
• The Floral Coach (Amy Balsters)minorGTM or Marketing PartnerAward-winning floral designer and educator with 20 years of industry experience; creator of Bouquet Bootcamp™; teaches loose and airy design
• Ponderosa & Thyme (Katie Davis)minorGTM or Marketing PartnerOnline flower school with nearly 1,000 subscribers; offers workshops and speaking engagements globally; working on two books
• The Growing Kindness ProjectminorGTM or Marketing PartnerGlobal initiative empowering individuals to cultivate kindness by growing and giving flowers to communities in need
• MayeshminorGTM or Marketing PartnerPast advertising partner in the floral industry
• CoolBotminorGTM or Marketing PartnerPast advertising partner in the floral industry
• Accent DecorminorGTM or Marketing PartnerPast advertising partner in the floral industry
• Ramirez Wholesale FloristsminorGTM or Marketing PartnerPast advertising partner in the floral industry

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Gardener's Workshop: Online flower farming and business courses founded by Lisa Mason Ziegler. Directly comparable as a digital education platform serving flower farmers and florists with paid courses and community.
• Ponderosa & Thyme: Online flower school run by Katie Davis offering workshops and floral design education. Directly comparable as a small, founder-led online floral education brand with global reach.
• The Floral Coach (Amy Balsters): Award-winning floral designer offering Bouquet Bootcamp and online floral design education. Comparable as a founder-led floral design educator selling courses to professional florists.
• Love 'n Fresh Flowers: Philadelphia-based urban flower farm that designs wedding florals and hosts a dozen workshops annually. Comparable as a working florist running hands-on floral education workshops for designers and farmer-florists.
• FlowerSchool: Online and in-person floral design school offering professional certificate programs and design courses. Comparable as a long-standing floral design education platform serving professional florists.
• Floral Design Institute: Professional floral design school offering certificate programs and design courses for florists at all skill levels. Comparable as a structured, multi-tier floral education provider with online and in-person offerings.

Emerging players

• The Hotel Florist: Online education program teaching florists to serve luxury hotels (JW Marriott, Four Seasons, Fairmont). Comparable as a niche online floral education business serving a specific professional segment.

Broad incumbents

• Florists' Review: Long-standing U.S. trade publication and education resource serving the floral industry. Comparable as an established industry authority that combines editorial content, industry recognition, and educational resources for florists.
• Association of Specialty Cut Flower Growers: National trade association serving cut flower growers with conferences, publications, and education. Comparable as a broader industry education and community organization overlapping with Team Flower's farmer-florist audience.
• Mayesh Wholesale Florist: Major U.S. wholesale floral distributor with educational events and resources for florists. Comparable as a broad incumbent in the floral industry providing industry education and serving professional florists.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/teamflower
• Xx.com/teamflower
• Facebookfacebook.com/philosoflower
• LinkedInlinkedin.com/company/teamflower

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Team Flower