The aim of this research was to develop a generic decision tree model that captures and integrates in a logical and orderly manner the impacts of production and marketing activities that determine the profitability of flower production for export. The model has to indicate options necessitating choices between alternative production and marketing activities and has to show the impact of a particular choice on the profitability of the total operation. The model should be easily adaptable to evaluate the suitability of various flowers for export. The model was applied to describe the income and cost determinants and relevant choices with regard to the production of Protea Magnifica (Queen Protea) in the Western Cape to be sold on Dutch flower auctions.