Peonny Business Masterclass with consults (3x1on1 coaching)

Additional: 3 one-on-one support calls

Once you’re enrolled, click on Curriculum above to begin your journey!

Fields of peonies blooming in perfect rows — and you growing them like a pro.
Knowing exactly what to plant, when to plant, and how to make real money from it.
No guesswork. No wasting time.
Just lush, beautiful blooms and a business that actually pays you back.

Whether you’ve got a backyard or a full acre —
Whether you want a side hustle or a full-time farm —
This masterclass will walk you through it all.

Let’s get you growing

Agenda:

I. Getting Started

• Introduction to Midsommar Farm
• Why peonies? Why specialize?
• How much space? How much income?
• How much time?

II. Understanding Peonies

• Peony basics
• Types: Herbaceous, Tree, ITOH,
• Early-Mid-Late bloomers
• Double, Semi-Double, Single, and Bomb
• Side-buds
• Roots vs seeds
• Cultivar vs. variety
• Introduction to hybridizing

III. Infrastructure

• Irrigation types: drip, overhead, soaker
• Irrigation design: drip tape vs emitters
• Irrigation design: zone size
• Irrigation design: filters, pressure regulators
• Irrigation design: fittings and details
• Landscape fabric vs mulch vs grass
• Coolers: How to buy or build your own

IV. Buying & Sourcing

• Recommended cultivars, bloom time, and pricing
• Where to buy: retail & wholesale sources
• Root sizing, ordering timelines, shipping

V. Planting & Cultivating

• Site selection, soil prep, fertilizer
• Preparing beds
• Planting demonstration
• Avoiding support
• Layout options: linear, staggered, decorative
• How many plants per cultivar?

VI. Harvesting

• When & how to harvest
• Harvest Timing demonstration
• Storage in the cooler
• End of season clean-up
• End of season demonstration

VII. Challenges & Troubleshooting

• Common pests & natural predators
• Ants & thrips
• Fungal issues (Botrytis, Powdery Mildew)
• Fungicide options
• Managing losses
• Extending the season
• Low tunnels
• Less common diseases and issues

VIII. Sustainable Practices

• Environmental impact of imported flowers
• Local + Natural = better for health & planet
• Biodiversity Benefits: Soil, Pests, Climate
• Pollinator strips, trap crops, bird habitats

IX. Outsourcing

• Freelancers & Platforms (Fiverr, Upwork)
• Sample job post for Web Developer
• Using ChatGPT for content, outreach, and admin

X. Starting a Business

• Registering your farm
• LLC vs Sole Proprietorship
• Naming your farm
• Checking state & federal requirements
• Sales tax
• Insurance options
• Specific requirements for a flower business
• Tips on tracking income and expenses

XI. Marketing

• Choosing your business model based on lifestyle
• Detailed strategy for each sales channel
• Social Media Tips & CSA Marketing
• Email outreach + florist relationships

XII. Pricing & Selling

• Pricing Strategies: Retail vs Wholesale
• Weekly availability lists
• Taking an Order: Google Forms, E-commerce, Standing Orders
• Packing & delivery

XIII. Money & Retirement Comparison

• 2024 Income/Expense breakdown
• Start-up cost scenarios
• Potential profits
• Calculating your hourly rate
• Peony Farm vs IRA Investment

XIV. Mindset for Success

• How to get started without overwhelm
• Comfort Zone growth & resilience
• Outsourcing as a strategy
• Lifestyle goals, not just financial ones
• The Joy Factor: Keep It Fun!
• Worst Case? You’ll have gorgeous flowers to enjoy & share

XV. Lessons Learned

• Treat it like a business
• Lessons from the Flower Field
• Business models
• Thank you!