Floral
Business,
Studied.
Feelgooddeals is an online education resource focused on one specific intersection: flowers and commerce. Not general design theory — the business of running a floral operation.
Est. 2023 — Mosman, AU
About the programme
Where floristry meets financial thinking
Most floristry education stops at technique. Feelgooddeals starts there and keeps going — into pricing structures, supplier negotiation, seasonal inventory planning, and client acquisition for studios of any size.
The curriculum was built after reviewing what practising florists actually struggled with when moving from freelance work to a structured business. Gaps in knowledge around margins, wholesale sourcing, and event contract management kept appearing.
Content is delivered through structured lectures with supporting materials. Participants follow a set sequence — each module assumes the previous one is complete. There are no skippable sections, because the logic builds cumulatively.
The programme is available entirely online. Participants from over 30 countries have completed at least one module, and the material is written to reflect varied market conditions rather than a single regional context.
Countries represented among active participants across all modules
Core modules covering the full arc from studio setup to event-scale operations
Average rating from 179 completed-programme reviews
The people behind it
Instructors and subject contributors
Each module is led by someone with direct working experience in the relevant area — not generalist educators brought in to cover a topic.
Orla Devereaux
Lead InstructorRan a boutique floral studio in Dublin for eleven years before moving into education. Covers sourcing, seasonal planning, and the mechanics of studio pricing. Practical in approach — focused on what actually affects margin.
Bastian Kroft
Business StrategyWorked as a commercial consultant for independent retailers across Europe before specialising in creative small businesses. Leads the modules on client acquisition, contract structure, and scaling from freelance to studio operations.
Yuki Tannenwald
Event SpecialistContributes the event-scale module based on twelve years coordinating large-format floral installations for hospitality clients. Covers logistics, bulk ordering, and timeline management for weddings and corporate events.
How the curriculum is structured
Sequential delivery, cumulative logic
The programme does not function as a library of standalone topics. Each lecture assumes the previous one is complete. Participants who skip ahead consistently report confusion at the point where business concepts depend on design knowledge established earlier.
Lectures are recorded with supporting PDFs, worked examples, and supplier reference sheets. There are no live sessions — participants work through material at their own pace within each module's structure.
Before
After
Questions about the learning programme or teaching methodology are answered in dedicated sections. For direct enquiries, the contact page is the right place to start.