Re: The commercial nursery

In a message dated 97-01-23 13:36:37 EST, you write:

<< Clarence, how did your business evolve?  Did you start out selling excess
 plants locally?
  >>

No, Linda, I have never sold irises locally (But I donate a lot to club and
regional iris sales).  In fact, I have always refused to sell plants in my
garden for two reasons...one, I live in an urban area that is not zoned for
local business, and two, it takes too much time to sell out of one's garden. 

Although I was a career Civil Servant, I do have an MBA from Syracuse, and
did enjoy my marketing and business courses, from which I also think I
learned a bit.  Market targeting and product choice are important.  For
someone small and new, there is no use trying to compete with the "big boys"
with TBs and there is no use try to compete with local sellers whose prices
are cheap---unless you want to work yourself to death for peanuts.  Example:
Schreiners was never my competitor, in fact even before I knew members of
that fine family, they often referred customers to me for historic rarities
and other items that others do not carry.

Also, I usually refused to sell low-priced irises (I did make exceptions with
dwarfs, MTBs and IBs, but generally only for a very few really outstanding
cultivars that grow like weeds.)  Without being snobish or an elitist, I
admit I  targeted the upscale market---selling a few irises for a healthy
price  produces a greater profit and is a lot less work than selling many
cheap irises.  I always sent people looking for cheap prices to other
nurseries or to local iris sales.  And I stressed quality and rarity.  Even
though there are more nurseries selling Japanese, Siberians and rebloomers
today than in the 1980's, there is still MUCH less competition than in the TB
arena.  And the market for historic irises and species irises is there for
the taking---there are only a couple of people who carry a good selection.  

Lastly, I set a primary goal at the outset...it was to promote irises and AIS
and make sure that people who bought the irises were pleased with them.
 Therefore I was prepared to take losses, do extra services, replace losses,
give lots of "extras" and above all promote AIS even at the expense of
profit.  It turned out to be a reasonably profitable goal too.  And, oh, the
friends I have made!  Don't ask me any more questions about this, Linda---the
list is going to get very bored with me, if it hasn't already.  Smile, Linda!
Warm wishes, Clarence Mahan in VA
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