Wire Service Profitability Analyzer

Wire services can be a useful source of orders. They can also be surprisingly costly once you account for commissions, fixed membership, delivery location investment, per-order marketing contributions and fulfilment costs. This tool gives you a clear model to test with your own figures.

The analyzer works through three steps to estimate profitability: pick a service, review the editable fee assumptions, and add your own order costs. It then shows the modelled profit per order alongside a similar direct-sale comparison. The presets are starting assumptions only, so update them with the figures from your own provider report before relying on the result.

How to use it

Step 1: Choose your wire service

Pick your region (GB, IE or US) and the service you want to analyse. Presets are pre-filled from available provider, member-supplied, or example materials; every field is editable so you can match your actual contract.

Step 2: Review and adjust the fee structure

• Commission % — the share of each order's product/order value that is not paid through to you, or an editable legacy/alternative assumption where a service still uses that model.
• Fixed membership — the recurring membership or subscription fee charged by the provider.
• Delivery location investment — for the Interflora model from 1 June 2026, enter the location investment shown on your own report. This is report-specific, so do not rely on another shop's figure or a generic default.
• Statement fee lines — separate monthly, annual, and per-order charges from the provider statement, such as delivery location investment, marketing contribution, directory listings, or technology fees.
• Customer delivery fee + delivery payout — whether you keep the full customer-paid delivery or receive a fixed network payout.
• VAT — turn on if you are VAT-registered and your customer values include VAT; the tool strips VAT out for net analysis.

Step 3: Enter your order costs

• Average product value — the customer-facing product value before delivery or service fee.
• Flower retail value — the retail value of stems and foliage inside the product. If your provider's product/order detail states a local retail flower value directly, use that figure.
• Flower value estimate % — a shortcut for estimating the flower retail value from the average product value when you do not have an exact item value. It is not a separate cost assumption.
• Flower wholesale cost % — your wholesale flower cost as a percentage of flower retail value. A 3× mark-up means the wholesale flower cost is 33.33% of the retail flower value.
• Labour, delivery, packaging, overhead — your true fulfilment costs.

Reading your results

The headline card shows a traffic-light verdict with profit (or loss) per order, monthly and annual roll-ups, and break-even volume. The waterfall, impact bars and cost-composition charts show where the money goes. The "What this means for your shop" panel surfaces up to three plain-English insights based on your numbers.

How the Interflora 1 June 2026 model is handled

Interflora's model from 1 June 2026 should be checked as a combination of fixed membership, delivery location investment, per-order marketing contribution and the normal order split. The analyzer does not treat any preset as a fixed contract value; it gives you editable assumptions so you can mirror the report and agreement in front of you.

• Fixed membership starts from the Full Member figure available for the new model: £125/month in GB or €144/month in Ireland. Change it if your agreement differs.
• Delivery location investment is specific to your delivery location report. Enter your own monthly total before using the results for a renewal or profitability decision.
• Executing product share remains modelled as 70% of the product value after royalty and processing for the floral preset, with 30% not paid through to the executing florist.
• Royalty & processing is still modelled as a fixed deduction before the 70% share: £5.95 inc VAT in GB and €7.80 inc VAT in Ireland. Leave it editable, because statement layouts and product types can vary.
• Per-order marketing contribution is included as an editable statement fee line at £1.90/€1.90 per delivered order, with VAT treatment set to match how it is quoted.
• Delivery payout is modelled separately from product value. The GB preset uses £4.85 per delivered order; edit it if your statement shows an exception or area delivery payment.

Verify all figures against your own Interflora terms and statements before making any business decision, since values, VAT treatment and product/category rules can vary.

For fulfilment costs, the analyzer asks for your flower retail value (the retail value of the stems used in the arrangement) and your wholesale percentage. Enter the flower value directly if you know it; otherwise use the percentage field and the tool will derive a value from your average product value.

Interflora product-value guidance does not support one fixed flower value for every order. For standard items, item-level guidance typically works product by product: customer retail price less processing and royalty/R&P, less sundry retail equivalent, less the making charge, leaving the approximate local retail flower value. That flower value can then be converted back to wholesale using the stated mark-up, usually 3×. That is why the analyzer treats the percentage field as an estimate only.

Tips

• The flower retail value input is a major lever for accuracy on Interflora. Use the item-specific local retail flower value where you have it rather than relying on the estimated percentage.
• For Interflora from 1 June 2026, enter your own delivery location investment from your report before comparing monthly or annual profitability.
• Run a separate analysis for each service you fulfil. The annual summary shows what each network is actually contributing.
• Save analyses you want to revisit and tweak inputs when your costs or your contract terms change.

Common questions

The preset does not match my actual fees. Can I change it?

Yes. Every field becomes editable once you select a preset. Update them to match your current agreement and report before relying on the result. For Interflora from 1 June 2026, that means entering your fixed membership, your report-specific delivery location investment and your per-order marketing contribution. Rates vary by tier, region and date, and may have moved since the defaults were last reviewed.

My results show a loss. Does that mean I should leave the wire service?

Not necessarily. Some florists keep wire orders for the volume, the customer relationships or the marketing exposure, even at thin margins. The tool exists to make sure you are making that choice with full information.

Does the analyser handle VAT correctly for my situation?

It models VAT according to the selected assumptions. If you are VAT-registered, turn the VAT toggle on and the tool strips VAT out of customer-facing revenue values so receipts and overhead analysis run on a net sales basis. Flower retail value is treated as a customer-facing value and costed on the same VAT basis as product revenue. If you are not VAT-registered, leave VAT off and the figures are used as entered. Each provider fee is treated according to how you enter it, so match the VAT basis shown on your membership, delivery location investment and marketing contribution paperwork.

Why does the per-order profit move when I change the flower retail value or share?

Because your wholesale flower cost is calculated from the flower retail value, not from the full order value. If you swap a vase arrangement (lower flower value after sundries) for a premium hand-tied (higher flower value), the materials line moves and the profit picture changes — that is the analyser working as intended.