Decode your enquiries in 3 quick steps and land more of the right weddings
Your enquiries already hold the answers. The Booking Scorecard reads them for you: which couples fit, which venues book, which months go quiet, what to do next.
For wedding florists who want facts, not feelings.
The Guess Less, Book More case study is open. 0 florists are in.
Case study price:$97until 14 Oct.
one payment · no subscription
Hey flower friend, you’re in one of three places right now:
This year has felt weird, and you can’t say exactly why. The things that used to work aren’t working anymore, and you’re feeling a bit panicky.
The enquiries have dried up.
- Your inbox has been so quiet you sent yourself a test enquiry to make sure the form still worked. It did.
- You wonder if your quotes are landing in junk folders. You’ve never checked, because what if they’re not?
- You post every day for a week, hear crickets, then go dark for a month and call it “rebranding”.
- You refresh your inbox every five minutes, like you’ve just texted your crush.
- You drop your minimum by two grand, put it back up six weeks later, then drop it again.
Plenty of enquiries. Not one I want.
- You get an enquiry with a mood board of 40 AI images, an arch a Kardashian would ask for, and a wannabe influencer attached.
- The $3,000 budget that wants the whole Pinterest board, plus “a few little extras” for the ceremony.
- Five hours at your laptop with a cold coffee, inventing a genius new maths equation that makes their budget, your quote and your business all make sense. It never does.
- You say yes anyway, because what if nothing bigger turns up this season?
- Then the dream couple enquires for the same date, and you’re already booked.
The ones I want keep saying no.
- That couple had the coolest style. You’d already designed the whole wedding in your head: the palette, the arbour, the funky centrepieces, even the outfit you’d wear to match the flowers.
- They said you were “too expensive” and it felt like a dagger to the heart. You reread that email eleven times.
- So you cut your own labour out of the next quote. On paper, you were now working for free.
- They still said no. Politely. With a heart emoji.
- Then their wedding turned up on another florist’s grid, and you zoomed in on every single arrangement.
All of these experiences have the same root problem, and it isn’t your flowers, your prices, or the economy. You’re running the business off how your inbox feels this week.
Your best strategy is sitting in your inbox, and you’re reading it like a mood ring (when it should be your compass.)
Hey, I’m Ash. I’ve been a wedding florist for 15+ years, with 700+ weddings behind me, and for a good chunk of them, this was me. A great week of enquiries and I was the savviest entrepreneur in the universe, basically waiting for Forbes to call. A quiet week and I was questioning everything: my worth, whether I was any good, whether I was an idiot for choosing a creative career over the corporate job everyone said I should take.
You know the cycle. You spend hours on a proposal, and it goes out at 11pm because that’s when the day finally stops. Then you refresh your inbox at the flower market, between buckets with wet hands, on the couch when you should be asleep. Four days of silence and you’ve written the whole story for them.
So you do what we all do.
And every reply goes out a little more apologetic than the last. I get it. I did every bit of this too, and I’m not proud of it.
I’m going to call you out a little bit. Running your business on feelings? Not a vibe. You made up stories in your head, treated them like facts, and made business decisions off the back of them.
I was running my business blind.
When I realised this, I stopped trusting the made-up stories and looked at the real numbers. One Tuesday night I sketched out an ugly spreadsheet, then took it to my accountant, who helped me work out what I should actually be tracking. Names, dates, a colour code, and a decision to stop guessing. That spreadsheet is why I stopped panicking in the quiet months. I could finally make sense of the patterns in my business, and I stopped running it blind.
Did you know?
Small businesses that tracked where their customers came from were more than twice as likely to grow their revenue. The ones who just noticed it? 34%.1
Small businesses that keep records, plan their finances and track their marketing are around 35% more productive.2
More profitable. More likely to survive.3
Businesses that track their numbers and set targets make more money and stay open longer.
She was already doing everything right. This still gave her the edge.
Jess has run Sassafras Flower Design for over a decade. She’s one of those florists other florists follow: established, iconic and endlessly inspiring. She already logged her enquiries and had her theories about what to change. In the Booking Scorecard, she saw her data decoded straight away, and we found her gap. It wasn’t what she thought. Now she makes her moves with strategy and keeps growing her incredible business.
Greatly helped to keep things in perspective and stop spiraling when I have a run of ghosts or no budget/not a good fit enquiries.
Every enquiry, every quote, every booking, every ghost is a data point your business left behind. You should be using it.
“Having the scorecard pull the data together in a cohesive and intuitive way was brilliant.”
Time to get serious about your floristry biz.
Right now your numbers live in your inbox, your CRM, that Google Doc or, God forbid, a paper notebook. Even when they’re sitting in a CRM, you’re not using them to make decisions. The scorecard gets them out of there and turns them into answers.
How it works: The Guessless Method™
- 1Log. Bring in your enquiries from your CRM or a spreadsheet, or log them as they land.
- 2Look. The scorecard works out every number and tells you what it means, in plain words.
- 3Leap. Make the move it points to: follow up, rethink your minimum, build the venue relationships that book you.
Your booking rate, your ghosts and your quiet months, in one dashboard.
The screens below use sample data.
What the scorecard tells you from your own data.
Your booking rate and ghost rate, worked out for you, so you stop pricing off the number you feel.
What every enquiry is worth to you, so you know what it costs every time one slips through.
The weddings you turned away because you were already booked, and what they were worth, so you know which dates you’re in demand on, and when to tell your audience.
Every open enquiry from the last 3 months that’s waited 10+ days, flagged to follow up, so you chase it before it goes cold.
Where couples drop off, so you stop rewriting a quote that was never the problem.
Which venues love you, so the next venue you court is one your own numbers already back.
Your lost reasons, logged every time it’s a no, so “too expensive” becomes a count instead of a sting.
Your right-fit and wrong-fit couple side by side with their green and red flags, plus the flags that change the outcome most, so you can spot the next right fit early.
Which months are quiet for you every year, so a slow February stops feeling like a verdict.
Your year ahead, so you can see how it’s filling before the panic starts.
A Decoded note on every section, and a Healthy, Watch or Fix read on your key numbers, so you know what you’re looking at.
Your booking rate on fast quotes against slow ones, from your own log, so you know if speed is costing you bookings.
Every number worked out, then translated into your next move. No formulas, no guessing what it means.
Let a quiet week be a data point, not a reason to give up.
You see what’s happening in your business, not how the day felt. You stop reacting to every quiet week, and you take your power back. You send the quote and don’t soften it in the follow-up. And you spot a problem while it’s still small enough to fix.
- 01Which month goes quiet on you every single year, so you book a holiday instead of spending it refreshing your inbox and spiralling.
- 02That one venue sends you enquiries that never book and another sends couples who do, so you put your time into the one that brings you dream clients.
- 03How full next year is and how much money is already in, so you hold your minimum when the inbox goes quiet.
Guess less. Book more.
The Guess Less, Book More Case Study
I’m looking for wedding florists with crickets in their inbox, shitty enquiries, and weeks wasted not knowing what to do, who want to book more weddings, land dream couples and make moves that actually work.
Join the case study: test the Booking Scorecard for 30 days, make your moves, and share what changed, in your words.
This is the only time you’ll get the Booking Scorecard for $97. Price increases from 15 October.
0 florists are already in. Don’t sit this one out.
Take the smallest wedding you’ve ever booked and divide it by 97. That’s how many times one extra booking pays for the scorecard.
“Ash, you should sell this tool. It’s so great.”
The Booking Scorecard.
Every wedding enquiry, logged and decoded.
$97. About the price of one bucket of flowers you’d grab at the market without a second thought.
AUD, one payment.
What’s inside:
- Your dashboard: booking rate and ghost rate, decoded into plain words.
- Your goals: set your income and wedding goals, and watch how close you are.
- Right-fit couples: see which couples actually book, so you know who to chase.
- Venue read: which venues book, and which ones ghost.
- Your year ahead: quiet months, and money already in.
- Be part of the 30-day case study: Log. Look. Leap.
- Yours for life: every upgrade included.
For as long as the Booking Scorecard runs.
Imports from your CRM or a spreadsheet · no subscription
Instant access: sign in with the email you bought with.
Academy member? It’s already in your vault.
Once you see how much control you’ve got over your bookings, you’ll be hooked. Ash x
My numbers got me out of a job I hated.
When I was first building Film & Foliage, I worked at a retail florist on the side to pay the bills. Then I found out they’d underpaid all of us, and it broke my heart. I wanted to leave, but I didn’t believe my business could hold me on its own. I had the skills and great clients, but not the confidence. So I kept turning down weddings that clashed with my shifts. It kept me trapped, and small.
The Monday I’d had enough, I wanted to quit, but I was scared to go out on my own. So I sat down with that spreadsheet and looked at where I was really at. The numbers shocked me. I could have left way earlier. I was saying no to more couples than were saying no to me, and I hadn’t answered some couples who wanted to book. So I followed up every one of them, said yes where I was free, and set a minimum spend from real enquiry budgets. In one afternoon of follow-ups, I’d lined up enough weddings to replace a year of that job’s pay.
Once I was all in on my business, I nerded out on the numbers even more, and they helped me make so many strategic decisions to grow fast. They told me when to raise my minimum, which venues to get listed with, and that January is quiet for bookings however busy the inbox gets. I never panic-discounted, and July was always my month off.
For five years, I’ve coached florists through Wildflower Academy, sitting inside their real numbers with them. I teach them to go from overlooked, burnt out and always convincing to chosen, trusted and paid. That ugly little spreadsheet changed my whole trajectory, so I turned it into the Booking Scorecard. I know what it’s like to let every quiet week decide how you feel about your business, and I can show you how to stop.
Make strategic moves off your own enquiries, no matter how small your studio.
Your first year or your fifteenth, the scorecard decodes your numbers into the next move.
This is for you if:
- You run weddings as a business, whether it’s year one or year fifteen.
- Your enquiries live in a CRM, a spreadsheet or your inbox, and you’ve never seen what they add up to.
- You’d rather know the facts than guess and be wrong.
- You want your next move to book more of the weddings you actually want.
It’s not for you if:
- You’re not fussed about making money from your flowers.
- You’d rather learn it the hard way.
- You don’t do weddings.
Scared of spreadsheets? Barely any weddings yet? Read this.
The Booking Scorecard, yours for life. Log your enquiries (or bring them in from your CRM), set your goals, and the dashboard reads it all back to you: your booking rate, your ghost rate, which venues book, which couples book, why the others got away, your quiet months and your year ahead. Every number comes with a plain-words Decoded note, so you know what it means and what to do next.
Instant access. Sign in with the email you bought with, and the getting-started bar walks you through setup in five steps. You can be reading your own numbers the same day.
Good, neither is the scorecard. You type what happened and it does every formula. If you can fill in an enquiry form, you can run this. It works on your phone. Bringing in your history is easiest on a computer.
Under a minute to log an enquiry. Bringing in your past enquiries takes about 10 minutes.
Here’s how I’d use it. Log each enquiry as it lands, or batch them in a five-minute sit-down once a week. Then once a month, grab a cuppa, read your numbers and pick one move: follow up the couples going cold, court the venue that books, plan around your quiet months. Log. Look. Leap.
Not even close, and you’ll want both. Your CRM runs the job: contracts, invoices, workflows, reminders. The scorecard doesn’t touch any of that, and it’s not trying to.
A CRM tracks the job. The scorecard tracks the pattern. It goes deeper than your CRM ever will: your real booking rate and ghost rate, which venues book and which ones ghost, which couples fit, why the others got away, what every enquiry is worth, your quiet months and your year ahead. Then it decodes every number into your next move.
Keep your CRM for the admin. Bring your enquiries here for the answers. The import walks you through it step by step for Dubsado, HoneyBook, Studio Ninja, 17hats, VSCO Workspace, Google Sheets, Excel, Numbers, Notion and Trello.
Then this is the best time to start. Build the habit of using your data to move faster in business, right from day one. Log from your very first enquiry (once your first five couples are in, you’ll start to see your numbers). Data is everything. I wish I’d started this early.
I get it. Mine shocked me too. But wouldn’t you rather know, so you can fix it? The number that stings is the one that’s been costing you weddings, and now it has a name.
It’s for wedding florists who want to book more weddings, land dream couples and make moves that actually work, using the next 30 days and the Guessless Method™: Log. Look. Leap.
For 30 days from when you join, you use the scorecard, make your moves, and I walk you through it. At the end, you share what changed, in your words. It’s open until 11:59pm Wednesday 14 October (AEDT), at $97.
No. It’s already in your vault while you’re a member.
Yours. Pick your country and it switches to $, £ or €, and reads your seasons the right way round for your hemisphere.
Yes. Your numbers are private to your account, and no other florist sees them. Emails, phone numbers, addresses and notes are never imported. If an import goes wrong, Restore my log can undo it for 30 days.
No refunds for change of mind. Not sure yet? Watch the demo above first.
A minute an enquiry doesn’t sound like much. That’s the point.
“Small, smart choices + consistency + time = radical difference.”
Take control of your flower business for $97
Guess less. Book more.
Every week you don’t track is evidence lost. The quote that went quiet in March, the venue that only ever sends the wrong couples: logged, they’re a pattern you can read. Unlogged, they’re a mood.
Case study price:$97AUD until 11:59pm Wed 14 Oct (AEDT).
instant access · no formulas15+ years a florist · 700+ weddings · Wildflower Academy
P.S. If you’re sitting there thinking you should tidy your numbers up a bit first, before anyone sees them. That thought is the whole reason to open it. Nobody is grading your spreadsheet. I lived in that spot for freakin years. I only wish I’d sat down and looked sooner.
The TLDR, for everyone who scrolled straight to the bottom:
- 01Your enquiries already know why bookings feel slow.
- 02The scorecard reads them for you: booking rate, ghosts, venues, quiet months.
- 03Bring them in from your CRM or a spreadsheet.
- 04No formulas, no course to finish.
- 05Log. Look. Leap. The Guessless Method™, done for you.
- 06$97 until 14 Oct.
1. PYMNTS Intelligence, The SMB Growth Gap, 2026, survey of 526 US small businesses. 2. McKenzie and Woodruff, Business Practices in Small Firms in Developing Countries, Management Science, 2017. 3. Bloom, Van Reenen and others, What Drives Differences in Management Practices?, American Economic Review, 2019. Chart shows direction only; the study reports no single figure.
