Burnout is common among floral industry business owners, a result of working well beyond a 40-hour work week and often feeling trapped by a business they are convinced can’t run without them. Ben Heroman of Billy Heroman’s Flowerland has been there, and at SAF’s annual convention he’s sharing the hard-earned lessons and proven strategies to transform businesses from owner-dependent to operationally strong.
“This is a topic near and dear to my heart,” says Heroman, who has worked in his family’s Baton Rogue, Louisiana business for more than two decades. “Some of those early years were very hard.” About six years ago he realized his long hours weren’t sustainable and that “there’s a better way to do this.”
His session, “You Deserve a Vacation: Build a Business that Doesn’t Break Without You,” is one of several at SAF Phoenix 2025 that focus on improving operations and building better teams. The convention, Aug. 11-14 at the Westin Kierland Resort & Spa in Scottsdale, Arizona, features education on building practical training programs for designers and improving sales and customer service training with AI (see the full schedule here).
Heroman will walk attendees through how to build systems, train team members, and delegate with confidence, so owners can focus on growth, recharge — or just take a well-earned break.
His methods include identifying leadership potential within his team, developing formal management plans, and implementing systems to ensure accountability and autonomy — all while being realistic about the messiness of real-world execution.
Attendees will learn how to pinpoint operational bottlenecks, train staff to take ownership, and build a culture of trust. Heroman emphasizes that these practices apply to businesses of any size.
“You have to begin with the end in mind,” he says. “What do you want your business — and your life — to look like? Then build toward that.”
See more details about convention and the full schedule here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
