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Evidence Guide: SFLSOP011 - Develop a floristry product range

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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SFLSOP011 - Develop a floristry product range

What evidence can you provide to prove your understanding of each of the following citeria?

Research the market.

  1. Focus product research according to business objectives.
  2. Access information sources for floristry market trends, distribution and marketing networks.
  3. Analyse current and emerging technologies, market and design trends, and product and service gaps.
  4. Consult with colleagues and external stakeholders.
  5. Identify product development opportunities and target markets.
  6. Evaluate distribution and marketing networks for potential to successfully market proposed product.
Focus product research according to business objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Access information sources for floristry market trends, distribution and marketing networks.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse current and emerging technologies, market and design trends, and product and service gaps.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult with colleagues and external stakeholders.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify product development opportunities and target markets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate distribution and marketing networks for potential to successfully market proposed product.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse issues relevant to product establishment.

  1. Identify and analyse product preferences and quality expectations of different consumer markets.
  2. Identify and analyse external issues that impact on product establishment.
  3. Assess availability of flower and plant materials and ancillary materials that meet preferences of target market.
  4. Assess business capacity to provide proposed product and identify additional required resources.
  5. Consider issues relating to product life cycle.
Identify and analyse product preferences and quality expectations of different consumer markets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse external issues that impact on product establishment.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess availability of flower and plant materials and ancillary materials that meet preferences of target market.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess business capacity to provide proposed product and identify additional required resources.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consider issues relating to product life cycle.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine profitable selling price.

  1. Determine net production cost by identifying attributable business operating costs and product specific costs.
  2. Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price.
  3. Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product.
  4. Assess profitability of a range of proposed products and choose highest yielding products.
  5. Clearly and accurately document pricing structures.
Determine net production cost by identifying attributable business operating costs and product specific costs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess profitability of a range of proposed products and choose highest yielding products.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Clearly and accurately document pricing structures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish the product.

  1. Develop and implement a product implementation plan that incorporates marketing strategies and activities.
  2. Communicate plan to all personnel involved in establishing the product.
  3. Test new products in marketplace prior to full implementation, when appropriate.
Develop and implement a product implementation plan that incorporates marketing strategies and activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate plan to all personnel involved in establishing the product.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Test new products in marketplace prior to full implementation, when appropriate.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and evaluate success of the product.

  1. Monitor product success based on marketplace response and feedback from distributors, staff and customers.
  2. Assess changes in internal or external environment that impact cost effectiveness and profitability.
  3. Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range.
  4. Rationalise or delete non-performing products within the range.
  5. Communicate changes to relevant colleagues, customers and distributors.
Monitor product success based on marketplace response and feedback from distributors, staff and customers.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess changes in internal or external environment that impact cost effectiveness and profitability.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Rationalise or delete non-performing products within the range.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate changes to relevant colleagues, customers and distributors.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research the market.

  1. Focus product research according to business objectives.
  2. Access information sources for floristry market trends, distribution and marketing networks.
  3. Analyse current and emerging technologies, market and design trends, and product and service gaps.
  4. Consult with colleagues and external stakeholders.
  5. Identify product development opportunities and target markets.
  6. Evaluate distribution and marketing networks for potential to successfully market proposed product.
Focus product research according to business objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Access information sources for floristry market trends, distribution and marketing networks.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse current and emerging technologies, market and design trends, and product and service gaps.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult with colleagues and external stakeholders.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify product development opportunities and target markets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate distribution and marketing networks for potential to successfully market proposed product.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse issues relevant to product establishment.

  1. Identify and analyse product preferences and quality expectations of different consumer markets.
  2. Identify and analyse external issues that impact on product establishment.
  3. Assess availability of flower and plant materials and ancillary materials that meet preferences of target market.
  4. Assess business capacity to provide proposed product and identify additional required resources.
  5. Consider issues relating to product life cycle.
Identify and analyse product preferences and quality expectations of different consumer markets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse external issues that impact on product establishment.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess availability of flower and plant materials and ancillary materials that meet preferences of target market.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess business capacity to provide proposed product and identify additional required resources.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consider issues relating to product life cycle.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine profitable selling price.

  1. Determine net production cost by identifying attributable business operating costs and product specific costs.
  2. Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price.
  3. Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product.
  4. Assess profitability of a range of proposed products and choose highest yielding products.
  5. Clearly and accurately document pricing structures.
Determine net production cost by identifying attributable business operating costs and product specific costs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess profitability of a range of proposed products and choose highest yielding products.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Clearly and accurately document pricing structures.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish the product.

  1. Develop and implement a product implementation plan that incorporates marketing strategies and activities.
  2. Communicate plan to all personnel involved in establishing the product.
  3. Test new products in marketplace prior to full implementation, when appropriate.
Develop and implement a product implementation plan that incorporates marketing strategies and activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate plan to all personnel involved in establishing the product.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Test new products in marketplace prior to full implementation, when appropriate.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and evaluate success of the product.

  1. Monitor product success based on marketplace response and feedback from distributors, staff and customers.
  2. Assess changes in internal or external environment that impact cost effectiveness and profitability.
  3. Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range.
  4. Rationalise or delete non-performing products within the range.
  5. Communicate changes to relevant colleagues, customers and distributors.
Monitor product success based on marketplace response and feedback from distributors, staff and customers.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess changes in internal or external environment that impact cost effectiveness and profitability.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Rationalise or delete non-performing products within the range.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate changes to relevant colleagues, customers and distributors.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research the market.

1.1 Focus product research according to business objectives.

1.2 Access information sources for floristry market trends, distribution and marketing networks.

1.3 Analyse current and emerging technologies, market and design trends, and product and service gaps.

1.4 Consult with colleagues and external stakeholders.

1.5 Identify product development opportunities and target markets.

1.6 Evaluate distribution and marketing networks for potential to successfully market proposed product.

2. Analyse issues relevant to product establishment.

2.1 Identify and analyse product preferences and quality expectations of different consumer markets.

2.2 Identify and analyse external issues that impact on product establishment.

2.3 Assess availability of flower and plant materials and ancillary materials that meet preferences of target market.

2.4 Assess business capacity to provide proposed product and identify additional required resources.

2.5 Consider issues relating to product life cycle.

3. Determine profitable selling price.

3.1 Determine net production cost by identifying attributable business operating costs and product specific costs.

3.2 Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price.

3.3 Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product.

3.4 Assess profitability of a range of proposed products and choose highest yielding products.

3.5 Clearly and accurately document pricing structures.

4. Establish the product.

4.1 Develop and implement a product implementation plan that incorporates marketing strategies and activities.

4.2 Communicate plan to all personnel involved in establishing the product.

4.3 Test new products in marketplace prior to full implementation, when appropriate.

5. Monitor and evaluate success of the product.

5.1 Monitor product success based on marketplace response and feedback from distributors, staff and customers.

5.2 Assess changes in internal or external environment that impact cost effectiveness and profitability.

5.3 Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range.

5.4 Rationalise or delete non-performing products within the range.

5.5 Communicate changes to relevant colleagues, customers and distributors.

Required Skills and Knowledge

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research the market.

1.1 Focus product research according to business objectives.

1.2 Access information sources for floristry market trends, distribution and marketing networks.

1.3 Analyse current and emerging technologies, market and design trends, and product and service gaps.

1.4 Consult with colleagues and external stakeholders.

1.5 Identify product development opportunities and target markets.

1.6 Evaluate distribution and marketing networks for potential to successfully market proposed product.

2. Analyse issues relevant to product establishment.

2.1 Identify and analyse product preferences and quality expectations of different consumer markets.

2.2 Identify and analyse external issues that impact on product establishment.

2.3 Assess availability of flower and plant materials and ancillary materials that meet preferences of target market.

2.4 Assess business capacity to provide proposed product and identify additional required resources.

2.5 Consider issues relating to product life cycle.

3. Determine profitable selling price.

3.1 Determine net production cost by identifying attributable business operating costs and product specific costs.

3.2 Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price.

3.3 Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product.

3.4 Assess profitability of a range of proposed products and choose highest yielding products.

3.5 Clearly and accurately document pricing structures.

4. Establish the product.

4.1 Develop and implement a product implementation plan that incorporates marketing strategies and activities.

4.2 Communicate plan to all personnel involved in establishing the product.

4.3 Test new products in marketplace prior to full implementation, when appropriate.

5. Monitor and evaluate success of the product.

5.1 Monitor product success based on marketplace response and feedback from distributors, staff and customers.

5.2 Assess changes in internal or external environment that impact cost effectiveness and profitability.

5.3 Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range.

5.4 Rationalise or delete non-performing products within the range.

5.5 Communicate changes to relevant colleagues, customers and distributors.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

develop two floristry product ranges, each to include five items:

one product range of display, stock or catalogue items including ancillary merchandise

one product range to be chosen from those for:

annual celebratory days

funerals

parties

weddings

corporate supply contract (which could be provision of corporate weekly flowers or third party supply contract to an organisation which on-sells, e.g. a hotel banqueting department).

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

sources of information on floristry industry products:

distribution organisations

growers and other suppliers

industry associations

floristry industry structure and business interrelationships relevant to the supply chain

features and operational functions of floristry industry distribution and marketing networks

primary features of current and emerging floristry:

market trends

design trends

technologies

product and service styles for different consumer markets

quality expectations of different consumer markets

key features of competitors’ current products and services and price structure

financial operating costs for floristry businesses and desired profit margins

floristry industry commission and mark up rates and procedures

a range of formats for and inclusions of:

product implementation plans

product information and price lists.