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Small Business Doer
Penne Tregenza of Country Flowers,Yarrawonga Vic.
Name: Penne Tregenza 
Business: Country Flowers (Florist and gift shop)
Location: 75 Belmore Street Yarrawonga Vic 3730
Length of time Country Flowers has been in operation: I've owned Country Flowers for10 years. It has been in operation for 18 years in total.
BEST business tip I've ever been given?:
I have had many, but the one that always stands out to me was not to compete with Safeway Supermarket when they bring their flowers to our small town. Keep to our standard, price and value. I’m glad I listened. I consider competition to be a very healthy thing. Funny that the Management of Safeway buy their flowers from me!!
If I knew then, what I know now, what would I do differently [if anything]?:
I would have been tougher right from the beginning. I was too green starting in business and have lost a lot of profit over the years by being too generous to the detriment of my bottom line.
The biggest buzz about Country Flowers:
Meeting the challenging needs of our customers and, in doing so, being repaid with their repeat business. I have performed many miracles at Country Floers!! I just love the many challenges of always trying to improve the business.
The ‘silly’ question my customers ask me all the time:
I am asked often “Will these flowers last until tomorrow? “
How do I use ‘technology’ for the benefit of my business and customers?
The website has created an increase in business due to the ease of customers finding us and the ease of ordering. This has freed up telephone time with a more streamlined effect overall - especially during events such as Valentine’s Day and Mother’s Day. It has also helped create a database of clients for future marketing.
Biggest future trend in my industry?
Relay services (Interflora, Teleflora etc) who are using technology to compete within the industry. They really affect our bottomline. Whenever I have the opportunity, I aim to educate the consumer to deal directly with the florist, either via the internet or even to use the internet as a tool to find a florist to phone directly. I would like the consumer to receive more value for their money and to do that they need to deal directly with the florist. I would like to change the mentality that they have to rely on relay service companies to send flowers out of their own town.
Who has had the most impact on my life, to date, and why?
My children. I do what I do for them, not only in the hope that I will leave them a few dollars one day, but to inspire them to do the best they can or want to be. My Dad, because he is such a considerate gentleman, always told me I can be whatever I want to be and my gender has no consequence at all.
What or who makes me laugh?
My best friend, who is in my life not only because he is such a great sounding board and an inspiration to me, but more importantly, because he makes me laugh and we often laugh together. When we work hard, we have to remember to laugh as often as we can.
What am I currently reading?
I have a pile of books next to my bed – oh if only I could stay awake long enough to read them!
Favourite music?
Everything, especially music which brings back great memories and makes me want to get down and boogie. I think that’s why I like driving; I like listening to the radio.
Favourite quote: “If you obey all the rules, you’ll miss out on all the fun” Katherine Hepburn.
Final Thoughts:I love what I do. After my experience dealing with small businesses as a bank officer in Alice Springs during the pilot strike in the late 80s, being a small business operator was never on my agenda. In a regional centre relying heavily on tourism, I saw a lot of businesses close and those that didn’t, held on by “the skin of their teeth”. For me it was not a pleasant experience seeing this happen. I fell into small business by default, perhaps you could say, but I am glad that I did. I continue to enjoy the experience.
www.countryflowers.com.au
(03) 5743 1076
info@countryflowers.com.au
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