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Ready to really dig into improving yourself and your business? AmericanHort Mastery Series are multi-part, virtual courses that build your knowledge with each class to let attendees learn mastery over specific skills and practices. From E-Commerce to Visual Merchandising, Biophilic design, and more – Mastery Series are the best way to gain in-depth knowledge from the horticultural education experts.
With many horticulture products having either a short shelf life or a long turn around to produce, forecasting in the green industry is often challenging. Even forecasting for non-living products is difficult to manage. There is one certainty when it comes to forecasting – just about every forecast will be inaccurate. Maybe a little inaccurate… maybe a lot. This AmericanHort Mastery Series will give you ways to mitigate forecasting risk by using data analysis and industry insights to predict your business’s future needs as accurately as possible.
Our expert speaker, Ken Lane of Hathaway & Lane Direct, has decades of experience creating forecasts. Responsible for the office supplies superstore, Staples, first billion-dollar sales forecast, he will share his experience working with growers, independent garden centers, other horticulture businesses, and $100M direct-to-consumer businesses from various industries.
This Forecasting Mastery Series will help you:
Who should attend?
In the book Seven Habits of Highly Effective People, Steven Covey opens with Habit One: start with the end in mind. Accurate forecasts are built when you have organized all the data you need at the start to know where you are going…and to know why you have gotten there.
Class One covers:
If you’ve ever been responsible for a full physical inventory, you know that success comes down to pre-inventory preparation. The same principles apply to forecasting. The more time and detail put into preparation, the better the process and quality of the output.
Class Two covers:
As good as an initial plan may be, creating a “Plan B” to account for inaccuracies and unforeseen circumstances is important. With data and discipline, you will build forecasts that get better and better each season. For this session, bring your laptop, a pencil & paper, and put on your thinking caps – we will be moving from theory to practice.
Class Three covers:
Ken Lane is President of Hathaway & Lane Direct, a Business, Marketing & Strategy consultancy founded in 2003. A career steeped in Retail and Direct-to-Consumer Gardening, he has served as Chief Marketing Officer with Stark Bro’s Nurseries & Orchards Co., Vice President of Marketing & eCommerce for White Flower Farm, and Director of Marketing for Jackson & Perkins. Covid-ready and recession-tested, Lane has expanded his assistance with organizations of various types as they struggle to forecast & maximize revenues in a supply chain-challenged world. By providing data-driven support, he has come to realize that as much as one wants success to be marketing-driven, forecasting success is all about the data, people, having the right plan and striving for flawless execution.
Consists of three classes hosted by a panel of experts ranging from CEPAs (Certified Exit Planning Advisors), accounting, legal, financial planning, and organizational development professionals who will help you form a succession plan for your business.
Wrap up the series by learning when to buy triggers, how to adjust for seasonality, calculating how much to buy, buying ahead of price increases and how to utilize tiered buying opportunities.
The Marketing Mastery Series is a three-part program that addresses three key pillars to any successful marketing plan – the strategy, the message, and the execution.
Whether you’re just getting started in E-commerce or been at it for years, this three-part E-Commerce Mastery Series will help you improve your e-commerce business.
This three-part series on will allow you to master the skills needed to have effective visual merchandising in your retail operations that will drive sales and your bottom line.
The Biophilic Design Mastery Series focuses on biophilic design which fosters the human-nature connection in the built environment. This connection is essential to support human and physical health, creativity, healing.
The Marketing Mastery Series is a three-part program that addresses three key pillars to any successful marketing plan – the strategy, the message, and the execution.
Whether you’re just getting started in E-commerce or been at it for years, this three-part E-Commerce Mastery Series will help you improve your e-commerce business.
This three-part series on will allow you to master the skills needed to have effective visual merchandising in your retail operations that will drive sales and your bottom line.
The Biophilic Design Mastery Series focuses on biophilic design which fosters the human-nature connection in the built environment. This connection is essential to support human and physical health, creativity, healing.
Contact Meagan Nace at MeaganN@americanhort.org to secure an opportunity today.
As a member of AmericanHort, the green industry’s leading association, you will be connected to the mentors, leaders and knowledgeable resources you need – when you need them – so that you can Perform Better day in and day out, Grow Faster than you ever dreamed possible, and Prepare both Yourself and Your Business for the Future.
If you’d like to save $100 on your Mastery Series and receive all the great benefits of membership in AmericanHort, join us today.
We look forward to connecting with you.
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