Forty Under 40 Perspectives: Turning a lifelong education into a business
I was 16 when I fell in love with plants, 18 when I started my horticulture education and 30 when I started a business that allows me to share my passion with others.
The year 2020 brought many changes, but it was the year that kick-started my entrepreneurship. At the time, I was eight years into a horticultural therapy program manager position, a position I thought I’d have for many more years. I was managing a greenhouse and providing job training and horticulture therapy services to adults with developmental disabilities. I loved what I did, but I hated the hour-long commute.
During my commute I would drive past an abandoned greenhouse property daydreaming about bringing it back to life. During one morning drive, there was some life on the property. Over time, curiosity got the best of me, so I stopped in to see what was happening. I learned that the property was going to become a year-round farm market and they were accepting vendors.
Thinking of the many propagations I had at home, I asked if I could start selling houseplants there. This one conversation started what is now Carroll County Maryland’s only houseplant shop, BotaniGal.
LESSON 1
Don’t be afraid to start the conversation. Putting yourself out there can be nerve wracking and anxiety provoking, but conversations are the building blocks of every business.
Inside the farm market, I set up two small shelves of plants on consignment. I quickly realized that I would have to purchase additional inventory to supplement my propagations. Overtime, I expanded inside the farm market to an entire corner of the store and started conducting horticulture therapy classes. Selling at the market allowed me to grow a customer base without taking a large risk on overhead.
LESSON 2
Dip your toes in, test the waters. Find a way to ease into your business with a scale you are comfortable with.
As my business inside the market grew, I had a decision to make. What next? Did I want more? Did I want to leave my full-time position? Ultimately, I did, and it was honestly the easiest decision I ever made. I owed it to myself to try, I was enjoying owning a business. Deciding on a location was easy too, I knew I wanted my shop to be in Historic Sykesville, Maryland.
LESSON 3
Location, location, location. A good location is a must for a retail business.
Sykesville was voted one of America’s Coolest and Best Small Towns. It is a charming street packed with many small businesses and a handful of wonderful restaurants. I always loved going to Sykesville to shop, eat and meet up with friends. I knew immediately that a houseplant shop would be a wonderful addition to this destination town. Sykesville is heavily trafficked and easily accessible.
LESSON 4
Connect with the local community.
You might have a wonderful location but there will always be people who haven’t heard of you. So how do you reach them? I have a very good social media presence on both Instagram and Facebook. What about the people who aren’t on social media? Becoming a member of the county chamber of commerce has proven to be a worthwhile endeavor. The chamber advertises to a demographic beyond typical social media, but more importantly, it has been a network of contacts, resources and local businesses with whom I have been able to lean on for guidance and advice.
Being involved with the chamber and sponsoring events allows for networking opportunities, connecting with people in the community and building partnerships with other businesses. Getting your name and your business name out there by talking face to face has been one of the best marketing strategies for me.
LESSON 5
Give back to the community that gives to you.
Giving back has always been a huge pillar of my business. Every month I choose a local nonprofit to donate a portion of my monthly sales to. This is another opportunity for continuing my community connections. Additionally, I wanted to hire individuals who are neurodiverse. My younger brother is neurodiverse and because of him I have had the opportunity to be connected to this community all my life. I want to be an employer who provides opportunities to those that might not receive it elsewhere.
LESSON 6
Not everyone will like your business, and that is okay.
The community has been very supportive of BotaniGal and 99% of the feedback I have received about my business has been positive except for one not so great Google review. Initially, I was distraught over it. I took it personally, but ultimately you can be the ripest peach on the vine and there will always be someone who doesn’t like peaches.
Even on the hard days, the experience of business ownership has been incredible. I started with two small stands in the back of a farm market, and today I am in my second brick and mortar location. Anytime someone comes to me wanting to start a business I always urge them to do so, but you don’t have to do it alone. Your customers and community are a huge support system, and I’ve learned it’s important to use them.
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