Freelance writer Beener offers this accessible introduction to different factors of owning and operating a florist business online and/or in a storefront. The first four chapters cover financial and legal fundamentals, discussing marketing research, defining relevant terms, suggesting the components of a business plan and providing touching-off points for further research. The next three chapters are devoted to decor, product (with short descriptions of commonly purchased floral species), and arranging (containing specific methods). Other chapters cover daily business fundamentals such as pricing, employees, and customer service. A glossary of business and floral terms is provided, along with case studies of successful independent florists. Material specific to web business is minimal. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)