Success Story: Expanding Your Services

After 30 years in business as a florist, Linda Fuller expanded her business beyond flowers to sell locally-made food, chocolates, wine and beer. Fuller shares the history of Lake Anne Florist and how she’s found success in diversifying her products. 

When did you open?
We first opened in 1974 and have been in this location since July 2007. 

How many employees do you have?
I have two part-time employees during normal business days and months. I also have a staff of people to pull in during the holidays, including a delivery manager and four to five designers. We beef up when necessary. 

How did you get started in the business?
I just happened into it, and fell in love with it. My husband, who’s now deceased, took over the leasing of a vendor van at Lake Anne Plaza from someone who was running it as a florist. I was working at the time as a flight attendant, and my husband asked if I would want to try running [the shop]. So I took it over and worked with other florists to learn the business. I also took a lot of florist-related seminars and classes. 

When and why did you decide to expand your business to sell food, chocolate, wine and beer?
I decided when we moved to this location in 2007. Lake Anne was the perfect venue for what I wanted to sell. I’d also already had done gift baskets at Christmastime. I choose Virginia products because the Virginia Department of Agriculture and Consumer Services and Virginia Wine are both very big organizations and very marketing oriented. The products we chose subscribe to an organization called Virgina’s Finest, so they have the credentials of meeting certain standards. The state has also been very behind viticulture…[and] the craft beer industry is also growing.

What are the benefits to selling locally- and regionally-made goods? Any drawbacks?
There are tremendous benefits, including quick delivery and supporting the local economy. We were recently honored by Sustainable Reston with a Gold Small Business Award for supporting local suppliers. We have products made as close by as Ashburn and Middleburg and as far away as Chincoteague and Virgina Beach. Chesapeake Chocolate subleases space from me, and the chocolate is handmade right in the store. Doris Tyler, the owner, and I do a lot of work together, pairing chocolate with flowers and chocolate with wine. 

What is your advice for someone looking to expand their business to add additional services or goods?
Do your homework. Research what’s compatible with your own products and services, what the current trends are, and what your competition is doing. 

What do you like most about owning your own business? Anything you dislike?
I like the challenge of being successful. Not just financially, but having a good reputation for services, professionalism and accomplishment. The only thing I dislike would be the long hours. If you’re going to do it right, it’s a 24/7, 365-day thing. You have to be able to be committed, at least for the first couple of years. And in the long-term, you have to be committed to your purpose. 

What has been your toughest challenge?
Financially, the recent recession. It was the worst of all recessions I’ve experienced in 33 years. My landlord and lender both worked with me, so I was very lucky. We also did a lot of advertising to make sure our name was out there. 

What makes you stand out from the competition?
My 35 years of experience. I’m a people person. I care about what I do and the people I do it for. As a former flight attendant, I have 11 years of customer service experience. Also, our product mix is a big plus. None of our competition has diversified to the extent we have. 

Are you connected to any community institutions or organizations?
I’m a member and past president of Lake Anne’s Merchant Association, and I currently oversee the association’s summer children’s programs. 

What’s your advice for someone who wants to start their own business?
Have three times the money you think you need and access to more. Make a business plan for one, three and five years with goals. Most businesses fail because they’re under-capitalized. Prepare for three years of working like a dog. It’s important to make time to get away and relax and have fun. That gives you perspective. You need to stay focused on your plan, but you also need to be flexible, and recognize opportunity when it comes along. Listen to your gut. Get help and advice, whenever and wherever you can. Every business has a trade organization and those organizations usually have wealth of information available. Finally, advertise, advertise, advertise. Don’t see it as an expense. See as an investment. 

What do you consider your keys to success?
Dedication to purpose, staying focused, listening to customers, consistent service, confidence in my knowledge, and being a good salesperson. I’m always looking for a better way to build a mousetrap. I never stop, and that’s why I never been bored. You also have to be able to stop and pinch yourself, and say “I did it.” You reach these places, where all of the sudden you realize, “I got here.”