Wedding Flower Calculator from Pinterest Boards

The Problem

The florist already has software. The bride does not. She dumps a Pinterest board that looks like a $20,000 install into a $2,000 budget and waits for a PDF that kills the vibe. Florists write those proposals for free, then get ghosted. Some now charge a $200 non-refundable deposit just to quote. A Bay Area studio described 6–12 months of pre-work per wedding before a single stem is cut.

The Knot says floral spend is up 20% in four years. Average wedding flowers ran about $463 in 1993 (roughly $1,030 in today's dollars) and about $2,800 in 2025 — almost 3x. Rio Roses' 2025 cut: brides budget $1,800–$3,500 while the Pinterest look costs $3,000–$7,000. That gap is the fight. Line-item wholesaler math does not close it. A reality check on the board does.

Florist SaaS is solved. Curate, Details Flowers, Floranext, StemCounter, EveryStem, and a HoneyBook template already run the studio. Bride-side cost and budget queries pull 5,000+ searches a month. Florist "solution" keywords sit at zero. Build for the bride, sell the lead to the florist.

The Solution

A Pinterest-in, budget-out calculator that tells the couple what the board actually costs in their metro, then routes the ones who still want it to a local studio. You are not replacing Poppy. You are the ugly honest number before Poppy's pretty checkout.

How it works:

1. Pinterest Budget Reality Check — Couple pastes a board URL (or uploads 8–12 images). The model IDs stems, vessel types, and labor shape, then prices the look against local wholesale + typical studio markup.
2. Swap-down path — If the number blows the budget, the app offers three cheaper compositions that keep the color story. Email capture happens here, not on a "book a florist" wall.
3. Studio match — In-market florists pay $75–$150 per inquiry, or $299/month for a lead plan. A $79/month white-label widget sits on the florist's own site so they stop quoting blind.

Market Research

Pinterest's 2025 wedding numbers: 7 billion wedding searches, 16.7 billion saved wedding ideas, 80 billion-plus monthly searches across the platform. May 2025 shipped visual-search upgrades — the board is now a query, not a mood. That is why a photo-to-budget tool is timely and a CMS for florists is late.

Poppy raised a $2.7 million Series A in November 2025 (about $9.88 million total). They run hundreds of florists across dozens of markets and thousands of weddings, with AOV in the $1,500–$3,000 band. Fiory.AI already turns a Pinterest photo into stems, wholesale, labor, markup, and retail — free. You are late to "AI reads the bouquet." You are not late to "here is what it costs in your zip, and here is a florist who will honor that number."

The Knot + Rio Roses gap is the marketing. Lead with the $2,800 average versus the $3,000–$7,000 Pinterest install. Do not lead with "florist proposal software." Those keywords have no demand.

Google Ads on florist-software keywords are a trap: zero volume on the solution terms, nasty CPCs on competitor brands. Distribution is Pinterest content (three-tier breakdowns of real boards) and r/weddingplanning. The florist panel is Instagram DMs and planner intros, not a Product Hunt launch.

Competitive Landscape

• Curate — $100–$275/month, 217 reviews, 95%. Florist-founded studio OS. Not bride-facing.
• Details Flowers — $25–$150/month or $1,500–$2,250/year, 223 reviews at 4.9. Same job: run the shop.
• Floranext Wedding Manager — from $29.99/month. Legacy florist suite.
• StemCounter / EveryStem — stem-count and recipe tools for designers already in the cooler.
• HoneyBook — $89 A la Carte florist template. Proposals, not pricing a board.
• Poppy — bride-facing incumbent. Marketplace + checkout. Funded. Do not out-pretty them.
• Fiory.AI — free Pinterest-photo → stems / wholesale / labor / markup / retail. Closest product wedge. Weak on local studio routing and paid lead gen.

Your Opportunity

Pivot hard: the calculator is a lead engine, not a florist SaaS. Free Reality Check → florist match at $75–$150 per inquiry → Studio Lead Plan $299/month plus per-lead overage → white-label widget $79/month. One metro, 20 florists, then the next. Honest position: late to Poppy and Fiory on the vision model. Early on zip-priced leads with a swap-down path that keeps the couple in-funnel instead of ashamed.

Napkin, not a forecast: 3,000 visitors × 35% complete × 25% email opt-in ≈ 260 inquiries. At $99 blended to the florist that is theoretical $25k. Month-three capture at 40% is about $10.3k. The constraint is florist density, not model quality.

Business Model

Unit economics:

• Vision + pricing call under $0.15 per board
• Sales cost is one metro ride: 20 studios, not Google Ads for brides
• Do not take a cut of the wedding. Poppy already owns "we book the flowers." You own "we told her the number."

Recommended Tech Stack

• App: Next.js 15 on Vercel
• Auth / billing: Clerk for florists; Stripe per-lead invoices + $299 / $79 subs
• DB: Supabase — boards, estimates, couples, florists, inquiries
• Vision: OpenAI or Anthropic vision on board screenshots; fallback stem dictionary for the top 80 wedding flowers
• Pinterest: oEmbed + unofficial board scrape behind a human "refresh" button (ToS-safe: user uploads screenshots in v1)
• Maps: zip → metro for florist routing
• Email: Resend for the reality-check PDF

AI Prompts to Build This

Copy and paste these into Claude, Cursor, or your favorite AI tool.

1. Project Setup

Create a Next.js 15 wedding-flower budget app.
 
Set up:
- Public couple flow (no auth): paste Pinterest URL or upload 8–12 images
- Clerk + Stripe for florist accounts ($79 widget, $299 lead plan, $75–$150 per inquiry)
- Supabase: boards, estimates, couples, florists, inquiries
- Metro/zip table for routing
 
v1 accepts screenshot uploads only — no unofficial Pinterest scrape.

2. Core Feature

Build the Pinterest Budget Reality Check.
 
Requirements:
- Vision model IDs stems, vessels, and labor shape
- Price against a metro wholesale sheet + 3x–4x studio markup
- If estimate exceeds couple budget, show 3 swap-down compositions that keep the palette
- Email a one-page PDF. CTA is "share with a local florist," not "buy flowers"
 
User flow: upload board → budget vs look → swap-downs → email → florist match.

3. Florist Desk

Add the florist inbox: claimed metros, weekly inquiry cap, $75–$150 accept/decline, and a $79/month embeddable widget that runs the same calculator on their domain with their markup. No proposal editor. They already have Curate.

Sources

• The Knot — average wedding flower cost
• Pinterest newsroom
• Poppy Series A — FinSMEs
• Poppy — how couples find a florist
• Curate florist software
• Details Flowers
• Floranext
• Fiory.AI Lens
• HoneyBook