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What you need to know to open a store. How to open your own store and which store is better to open How to open a trade

A point on the market in the dashing 90s was considered a profitable and prestigious business. You could call yourself a businessman or an entrepreneur, get up at 8 in the morning, when factories and factories in the country were already working with might and main, and earn as much as your energy would last. Over time, the demand for marketable goods began to decline. This was facilitated by covered pavilions, tents, departments in super- and hypermarkets. In fact, the goods have moved under the roof, where it is dry and warm. The buyer, having bought low-quality goods there, knew who to contact to replace the marriage or return the money. And for market traders, difficult times have come.

Does it make sense to open a retail outlet in the market

Those who have worked in the market for many years, and some even decades, say that trading is addictive, and work quickly begins to shape your new look life. For trade, you need a certain type of character and quality, which you cannot do without: sociability, enterprise, analytical mindset. And, of course, you must be able to count well and quickly. No matter what difficulties market traders face, this type of activity still brings money, and the owner outlet he himself determines how much time per day, week, month he will work. So, there is a certain sense in trading in the market. When you are your own head and boldly manage your time and finances, it is always nice.

Tips before...

You still have time to bargain, so you should not rush into market relations headlong. To begin with, several important questions need to be addressed. Decide what you will be selling. It doesn't have to be clothes, shoes, or food. You can also sell services, such as repairing shoes and boots, making keys to locks, or mending clothes. Whatever interests you, do it. Is the child growing up? Trade children's shoes and clothes. Love delicious food? Sell food. Do you like gardening? Sell seeds, seedlings, vegetables and fruits. The main thing is that you enjoy the process. In addition, there is a small plus: you can always use the product that was not sold on time.

Now regarding the markups. There is a simple rule here: the greater the turnover, the lower the margin, and vice versa. Money must work, be constantly in circulation. Only on cheap small things you can throw 200-300%. In general, before all over the world, on average, traded for 10% profit. And it was considered the norm. Now everything has changed. The margin percentage has become much higher. That is why when you buy two products, you will be offered the third one for free. It is easy to calculate how much the seller is making.

Do not sell goods that are already inundated on the market. Firstly, they will be bought up badly, and secondly, you can have a serious conversation with your competitor neighbors. Since we are talking about them, it must be honestly noted that no one is waiting for newcomers with open arms on the market. All spheres have already been divided there, so the “place under the sun” will have to be conquered. It is important to find good suppliers in order to purchase goods at a low price. The greater the difference in wholesale/retail prices, the more opportunities for price reduction if the goods suddenly do not sell. It is necessary to take into account such a factor as seasonality. Some goods are better taken in the summer, others are more actively sold out in the winter. Plan your assortment to make a profit at any time of the year.

Some Helpful Tips

One of the main figures in the market is the administrator. It can influence different events. He wants, and your point will be in the most passable place, and if he doesn’t like it, you will trade in the backyards. Therefore, you need to be friends with the administrator. This person will help to "resolve" difficult situations. He can create them for you if you don't find them. mutual language. If you have already decided which market you will trade in, do your research. Walk around the market, see where people are mostly crowded, whether there are empty seats. Talk to merchants about topics that are important to you, but do not admit that you are going to trade here.

At first, stand behind the counter yourself. So you get to know the market better from the inside, see what the daily revenue will be. In the future, if things go smoothly, you will not be able to do without a seller. But never trust them. This is such a people that they will gladly cheat not only buyers, but also you for the company. Therefore, occasionally it is necessary to arrange a check for them, sending reliable people under the guise of buyers. It can be your relatives, friends, acquaintances. Let them see if the seller overcharges in your absence, putting the difference in his pocket, does not shortchange buyers. Otherwise, the seller needs to be changed. Do not be afraid to experiment, offer new products. Prepare for the holidays in advance and thoroughly. With a successful scenario on such a day, you can make a monthly income.

Organizational moments

So, you have thought everything over and are ready to trade in the market. It's time to meet the administrator. Introduce yourself with a smile and ask if there is a free seat. In case of a positive answer, find out the cost of rent, inspect the place. By this moment you should already know its approximate cross-country ability, it was not in vain that you went to reconnaissance. If the conditions suit you, you can draw up a contract. Do not immediately count on the "bread" place. Life in the market goes on as usual, someone comes, someone leaves. Over time it will be possible to improve your conditions. The main thing is to try not to quarrel with anyone.

The second stage will be a trip to tax office to get a work permit. There you will be advised what documents you need to provide in order to become individual entrepreneur. While the permit is being issued, you can start selecting an assortment of goods so as not to sit idle. Think about the appearance of your trading place. Even if it is small, but tastefully decorated, buyers will immediately appreciate it, because most of them are constantly on the market, so they will immediately notice a new point. When the permit is ready, show the administrator all the documents, pay the rent and get ready for the working day. Don't forget to give a bonus to the very first buyer. He, like the first love, is remembered for a lifetime.

When you have a seller, set him a fixed salary in a small amount, and make the bulk of the earnings dependent on revenue. This will be a great incentive for your assistant. The seller must be well versed in your product to help the buyer with professional advice, be polite and courteous. Your profit will depend on many factors, and all of them need to be taken into account. Experts say that if the outlet on the market is organized correctly, the initial investment in it pays off in a year. So, everything is in your power. Good luck and prosperity!

Mikhail Vorontsov

In conditions market economy one of the most popular activities is trading business. One of its most attractive varieties is the creation department store- supermarket. In order to open a grocery store and at the same time have a stable income, proper business planning is necessary.

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Business Description

A supermarket is a large supermarket that sells a full range of products:

Food;
beverages;
household items;
Products for children;
goods for cats and dogs;
goods for cars;
greeting cards, etc.

In such stores, the share of non-food products reaches 40%.

The strongest competitors of the supermarket are chain stores, both federal and regional.

Advantages of chain stores:

organized logistics system;
a wide range of;
delivery of goods for more than favorable conditions, and as a result - lower prices;
internal reserves;
the location of stores in close proximity to potential buyers;
active advertising campaign;
image, etc.

The weak point of chain stores is the inertia in terms of assortment. They are in no hurry to change large suppliers and remove goods for which there is low demand from the shelves. Small businesses can take advantage of this loophole and include fresh and local products in the range of products they sell. Small businesses can be more flexible in relation to the wishes of customers.

Relevance

Regardless of the economic and political situation in the country, people always need food, clothing, household and other goods. The relevance of this idea is that a significant part of the product palette falls into the category of essential goods. Even in a highly competitive environment, a novice entrepreneur has good chances gain a foothold in the market.

Choice of trade direction and format

The choice of the direction and format of trade depends on the financial capabilities of the entrepreneur and the current market situation.

All trading enterprises can be classified according to various criteria:

According to the format of service, there are: full self-service, partial self-service, trade through the counter, etc.
According to the method of organizing trading activities: branded, network, autonomous.
By specialization: specialized, universal, with a combined assortment.
By type: hypermarket, mini-market, supermarket, Discounter, Produkty store, Fish store, etc.

Organization of a super or hypermarket

In order to open a hypermarket with an area of several thousand square meters, you will need a large amount of capital investment and work experience. To organize the work of a supermarket, fewer workers will be needed and it will be easier to manage such an enterprise than a hypermarket.

Modern supermarkets are created in the form of a self-service store. Here the buyer has the opportunity to carefully look at the product, hold it in his hands and read the information written on the label. Also, a supermarket may have a bakery or other mini-production. For example, cooking -grill, salads or meat dishes.

In the future, you can open several more similar stores and form a trading network. In parallel with the organization of the supermarket, you can develop an online store. It will sell the entire range of goods presented in a real store.

supermarket bakery salad preparation Grilled Chicken

Opening a highly specialized store

If you are not ready to immediately open a supermarket, then you can start by creating a highly specialized store. In it you will sell some specific products. It can be fish products, meat products, vegetables and fruits or confectionery. Here, the over-the-counter trading format is better suited. After you "stand on your feet", you can think about expanding the business to a supermarket.

A highly specialized store should be located in a residential area, in a place with high traffic. The area of such a store is 50-350 square meters. meters. The format of the store "around the corner" or "near the house" is suitable for him. Eco-food stores are also very popular, selling a rather narrow range of goods, such as dairy products, farm meat and poultry, and honey.

Opening a franchise store

For a novice entrepreneur with no work experience, the option of opening a franchise supermarket may be suitable. In this case, the entry process commercial enterprise in the industry will be much easier. This is ensured by the fact that the store will operate under famous brand. Also, the franchisor will share his experience and help organize the business competently. For this, the entrepreneur will have to pay a lump-sum fee and royalties.

To the most popular franchises grocery stores can be attributed:

"Alphabet of taste";
"Crossroads";
Spar;
"Magnet";
"At Palych";
"Beans";
"Pyaterochka".

The cost of such a franchise as "Crossroads" ranges from 1,000,000 to 1,500,000 rubles. The size of the initial investment is 27,000,000 rubles. At the same time, the franchisor promises a payback for the store in 18 months. The Pyaterochka franchise will cost its buyer 1 million, with investments - from 8 to 22 million, payback - 24 months. And the cost of the Beans franchise starts at 250,000 rubles. Minimum size necessary investments- from 1,300,000 rubles.

The video shows the Spar supermarket franchise. Filmed by the BIBOS channel.

Description and analysis of the sales market

People go to the supermarket mainly for food, but along the way they buy household chemicals or pet supplies. The greatest demand is observed for essential products, because even in a crisis, the demand for them does not disappear.

Following the situation in the country, the mood and behavior of buyers in stores is changing. In a crisis, it shifts towards goods with a lower price, and the rise - towards more expensive ones. When everything is good in the country and the incomes of the population are high, then those goods that cannot be called essentials are actively bought.

The largest number of buyers visit the supermarket on weekends, but on weekdays the demand remains at a high level. To attract customers on weekdays, various marketing techniques are used: promotions, discounts, "happy hours" and others.

Situation and trends

Main market trends:

large retail chains are actively changing the formats of their activities and occupy niches traditional for small businesses (for example, a family store, "near the house");
there are more and more outlets with a "hard" discounter format;
there are not enough specialized shops (for example, a butcher shop, organic products, a fish shop);
the direction of online trade in products is developing.

Key factors that have a particular impact on consumer demand in Russia:

product price;
product quality;
environmental friendliness of the product;
growing demand for domestic products;
brand (wishing to overpay for the brand is becoming less and less).

The target audience

The target audience of the supermarket are both women and men, as well as children and the elderly.

Among them stand out:

People who stock up on essential groceries for the week. Most often, they go shopping on a day off, with the whole family.
People who often make impulsive purchases. They go to the store for a specific product, but in reality they buy many other products.
People who make the vast majority of their purchases at a supermarket near their home.

Competitive advantages

The efficiency of a supermarket depends on the following factors:

location of the store in a convenient place for customers with high traffic;
location of the store away from chain stores;
thoughtful and “flexible” assortment;
friendly service;
proper arrangement of shelves with goods;
spacious and clean room;
sale of high-quality and fresh products, etc.

In addition, it is very important to think over the loyalty program. Discount cards should be developed for customers.

Promotion and advertising

Making a positive impression on potential customers will help to make a competent marketing policy. The opening of the store must be properly organized - the brighter it is, the more customers will be able to attract.

This will require:

Distribute information flyers in advance to invite you to the opening of the new store. They should be placed in the mailboxes of residents of nearby houses.
Place a banner near the store about the imminent opening.
Decorate balloons store entrance.
Organize a show.
Run a lottery or contest.
Give gifts for purchases.

store opening invitation Show program at the opening of the store Store Decoration

The stability of the supermarket's income depends on how constant the flow of customers has been. For this it is necessary to carry out promotions that will make your store stand out from the surrounding outlets.

corporate website containing information about the assortment, opening hours, promotions and discounts;
distribution of informational materials to the mailboxes of potential customers;
advertising on local television;
advertising in local newspapers.

What do you need to open?

Having decided on the format and location of the supermarket, you should choose several alternative options for premises. After you have clearly calculated a business project and decided to move on to its implementation, a package of documents for registering a company is primarily prepared.

The documents

It is best to register a supermarket in the form of an LLC. This organizational form will allow in the future to expand to the level trading network. It will also enhance the image of your company in the eyes of suppliers and partners. Registration in the form of an individual entrepreneur does not give the entrepreneur the right to sell wine and vodka products.

A budding entrepreneur will have to get a large number of permits:

permission to organize an outlet;
certificate of state registration OOO;
certificate of tax registration;
a contract for the sale or lease of premises;
permits from the sanitary and epidemiological station;
permits from the fire inspectorate;
an agreement on holding sanitary measures in the premises;
contracts with companies involved in the removal of food waste and garbage;
medical books of store employees;
certificates for the sale of alcohol and tobacco products;
certificates confirming the quality of products;
documents for cash registers;
documents for control and measuring equipment;
certificates of entry in the commercial register.

The store should have a buyer's corner.

It must contain the following documents:

a copy of the business license;
legislative information;
reference Information;
book of reviews and suggestions;
certificates of the sanitary and epidemiological station confirming the compliance of the products sold with the established standards;
certificates for alcoholic and tobacco products;
other documents about products sold in the store.

Before embarking on a business project, it is recommended to study:

Federal Law N294 "On the protection of the rights of individual entrepreneurs and legal entities in the exercise of state control.
Decree No. 584 "On the procedure for starting the implementation of some".
Federal Law N171 "On state regulation of the production and circulation of ethyl alcohol, alcohol-containing and alcoholic products."
normative-legal base on fire safety of the premises.
requirements of the Ministry of Emergency Situations for retail facilities.
SP 2.3.6.1066-01 "Sanitary and epidemiological requirements for trade organizations".
Law of the Russian Federation N 2300-1 "On the protection of consumer rights".

Room and location

The profitability and profit of the store to a large extent depends on the chosen location. In order to make right choice a businessman will need to carefully study the local market. On the one hand, the supermarket should be in close proximity to the buyer, and on the other hand, away from competitors.

To open a supermarket, you will need a room with an area of at least 300 square meters. meters. If a financial opportunities allow you to buy it. Otherwise, it is rational to rent a room. The building must comply with the rules of the SES and the fire inspection, and the requirements regarding the organization of an emergency exit must be taken into account.

You should also pay attention to the following factors:

payment terms (presence of rental holidays, the possibility of deferred payments, the absence of penalties upon termination of the contract);
the amount of utility bills and the cost of security and cleaning services;
the presence of a security alarm;
ease of access for buyers and suppliers.

Equipment and inventory

To organize the work of the supermarket, you will need to buy the following equipment and inventory (average prices in rubles are given):

cash equipment and payment terminals bank cards: 250 000;
instrumentation: 100,000;
refrigeration and freezing equipment: 200,000;
racks for trading floor: 140 000;
showcases: 100,000;
warehouse racks: 100,000;
packaging equipment: 30,000;
lighting system: 100,000;
ventilation: 150,000;
air conditioners: 100,000;
shopping carts and carts: 50,000;
storage rooms: 30,000;
trolleys for internal use: 30,000;
computers and other office equipment: 120,000;
office furniture: 50,000;
other inventory and equipment: 150,000.

Cash machine Control and measuring device Shop equipment

A medium-sized supermarket needs to be equipped with equipment and inventory worth about 1,700,000 rubles.

Formation of assortment, selection of suppliers

The assortment should be formed based on preferences. target audience, their financial capabilities, as well as the political and economic situation in the country. The assortment of a supermarket should be rich, in many stores it reaches several thousand items, but you should not overload the shelves with goods.

The selection of suppliers should be carried out by a specially trained person who will analyze the dynamics of sales and take into account customer feedback. The profitability of the store will depend on how accurately the needs of consumers are studied and satisfied. To do this, you should conduct a survey of buyers, be interested in what they would like to see on the shelves.

When choosing a supplier, pay attention to the following criteria:

price and discounts;
quality;
image and reputation;
producing country;

How to open a point in mall- we will analyze the most important sections of the business plan + 6 bonus tips from experienced entrepreneurs.

Capital investment per point: from 8,000,000 rubles per year.
Payback of business in a shopping center: from 1 year.

Opening a point in a shopping center scares beginners with the amount of capital investment.

However, they forget to take into account how many bonuses such placement gives.

The higher the rent, the more popular the place.

And this is synonymous with a large flow of people who can become customers.

It will be easier to attract them than if the store were in a separate room.

These and many other advantages of placing in shopping centers are understood by many seasoned businessmen who open sales outlets there.

Business plan of a point in a shopping center- the first document that will be required in the organization of the case.

In it, information about the store will be analyzed, systematized and calculated.

Why is it necessary to open a point in a shopping center?

If the experience of other people does not convince you, evaluate personally the pros and cons of placing in a shopping center.

Advantages	Flaws
For the period while you are carrying out repairs and decoration of the premises, you can take a "vacation". That is, 1-2 months you pay only utility bills. Significant savings!	As a rule, you will have to agree on almost every step: from the style of the sign to the order in which the goods are laid out.
Together with retail space you will receive a video surveillance service in the shopping center, parking spaces for customers, the opportunity to use the services of local cleaning.	Free cheese only happens in a mousetrap. Typically, mall maintenance is also included in your monthly bill, along with utilities.
The advertising that the center runs also works for you.	Renting a place in a shopping center, especially a popular one, is always expensive.
Placement near large points will ensure a stable flow of customers.	Often when you "settle" you have to pay a deposit for 3 (!) Months of rent.
You will have a reception area equipped according to all the rules. Separate accommodation rarely allows you to show off like that.	If for some reason the popularity of the shopping center falls, it will immediately affect you.

There are indeed many strengths, but there are also enough disadvantages.

It is important to analyze them thoughtfully so that in the end it does not turn out that a rather large amount of rent was wasted.

What documents are needed to open a point in a shopping center?

It is impossible to open a point in a shopping center without an appropriate documentary base.

Prepare for what you need:

or LLC (depending on products, number of founders and other details).
Indicate the OKVED code corresponding to the activity.
Choose a taxation system.
Get permission to trade at the point.
SES and Rospozharnadzor must issue a permit for activity (this is the concern of the administration of the shopping center).
For the management of the shopping center, projects, estimates and schemes will be needed.
The list of securities in this case is individual, and it is necessary to clarify it when signing the contract.
Among other things, you need to obtain quality certificates for goods from suppliers or manufacturers.

Planning to open a business plan for a retail outlet

It is difficult to open a point in a shopping center not because of the intricate organization algorithm.

And because of the potential serious risks that can lead to financial losses and even the closure of the store.

They can be avoided with the help of detailed activity planning.

Planning refers to a system of activities aimed at obtaining a complete picture of how a business can develop.

This includes analysis of the target audience, visitors to the shopping center, calculation of the size of the future average check, the establishment of the supply process, the choice of a marketing strategy.

realistic - based on dry facts and reflections;
optimistic – scenario of ideal development;
pessimistic - how the business will look when problems arise.

They will help the entrepreneur prepare for any outcome of the case.

Analysis of the shopping center before opening a point

The profitability of renting a place in a shopping center is not always palpable.

If you choose the wrong landlord, you can get only negative from cooperation.

Choosing a mall is easy.

It is enough to devote two days for personal observations and analysis.

Draw conclusions on the following indicators:

Purchasing power.

You won’t be able to look into people’s wallets or shopping bags.

But even an hour of observing visitors will allow you to note how often they make purchases.

Perhaps most come for entertainment and relaxation.

It will be good for organizing fast food, but not for selling fur products.

Competitors.

It is important that there are no direct competitors nearby.

But large anchor points of similar topics will be useful.

For example, in many supermarkets there are goods for animals.

But they offer a meager assortment.

What a staffing table for a small store might look like:

This number of people will ensure the daily operation of the point from 10:00 to 22:00 (a standard working day for most shopping centers).

It is better to hire people on your own.

You need to personally evaluate the person you trust to be the face of the store.

Hiring a salesperson with experience is much more preferable.

But keep in mind that young and energetic guys are easier to accept new rules, trends, and often bring “fresh breath” into the business.

To motivate employees to work better, enter the payment of a fixed % of sales or bonuses for achieving the set results.

Marketing section of the business plan of a point in a shopping center

successful business

Consider these options:

Training.
While you are preparing the point for opening, it can become a means of outdoor advertising.
Close the repair work with a banner on which you will announce the start of work, indicate the name and date of opening.
Mutual benefit.
When an agreement with a shopping center is concluded on the terms of % of turnover, and not a fixed fee, you can ask for the possibility of free promotion for the first time.
Management can meet halfway, because their income will depend on your success.
Inside the service is much more expensive, and the effect of it is lower.
Bring your own.
Create special discounts for employees of the center.
This will draw their attention to the dot.
And if they like it with you, fame will quickly spread among friends.
Change to "permanent".
Also motivate customers.
Enter a loyalty program or a system of cumulative discounts.

Financial section in the business plan of a point in a shopping center

It should be noted that until the moment of payback, the store will need to be “sponsored” from a personal financial cushion.

How much money do you need to open a point in a shopping center?

Item of expenses	Amount (rub.)
Total:	RUB 7,625,000
Paperwork	15 000
Point rental fee (per year)	500 000
Purchase and installation of commercial equipment	250 000
Point design and signage	75 000
Employee salary (per year)	250 000
Store opening advertisement	5 000
Advertising campaign in the future	20 000
Creation and replenishment of inventory	6 000 000
Office expenses	10 000

After watching the following video, you will be able to choose the right place in the shopping center to open your outlet:

“If you require someone to give their time and energy to a cause, then take care that he does not experience financial difficulties.”
Henry Ford

At the point, the shelves should look full of goods, but at the same time leave customers the opportunity to move calmly and safely.

You need to take care of the inventory right away.

Until you understand exactly which items are the most popular, it is important to have at least a few units of production.

Try to stay near the so-called anchor points.

These are the stores that attract the most visitors to the mall.

A striking example is Auchan, Obi, Perekrestok supermarkets.

Just as an adult cannot be completely "remade", so the audience of a shopping center cannot be changed.

That portrait of the average buyer, which you make during the analysis of the shopping center, will remain the same after the opening of your outlet.

Do not entertain yourself with false hopes about this.

If you need to save on renting space, pay attention to island accommodation.

Remember to look at the point not only as a manager, but also as a buyer.

This will allow you to notice the disadvantages of the service.

How to open a point in a shopping center you now know.

With due perseverance, creating a profitable business is within the power of every person.

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Many small business entrepreneurs are faced with the difficult choice of opening their own stand-alone store or renting a small outlet in a mall. Both options have their pros and cons. St. Petersburg entrepreneur Dmitry Ogorodnik also faced such a choice - he already had a separate store, but he also decided to test drive in the "island" format in a shopping center. We think it will be useful for many small business entrepreneurs his experience.

34 years old, entrepreneur from St. Petersburg, CEO company "Karelschungit", managing stores and "Planet of Shungite". Education: Ryazan Institute of Airborne Troops. Dmitry Ogorodnik - author business blog in which he shares his own entrepreneurial experience. Until the end of 2016, the company had its own offline store; in December, a retail outlet was opened in the June shopping center.

Think design, make a good presentation

The advantage of shopping centers is that there is already traffic there. You will not need to spend years for people to find out about the location of your store and start visiting you. You immediately get access to a mass audience.

The first thing to understand is that although you are signing a lease agreement, in fact, you do not need the lease itself, but access to the maximum number of people who “live” in a particular shopping center.

Therefore, you need to start by setting yourself up - your goal is not just to get into some kind of shopping center, but to find a good passable place in any shopping center.

The first thing to do is create a presentation. Almost all shopping centers will ask you to upload a presentation of your project; without it, your proposal will not be considered at all. The presentation should include the following:

Design for your store. It must be ordered in advance, even before you start looking for a place.

Competitive advantages. Write why you are a great option for a mall. Here you have to turn on the fantasy and come up with arguments.

Portrait of your target audience.

Planned average check in your store.

General information about your company.

The most important point is about design. Accordingly, you will need to find an agency that develops the design of outlets and stores. There are not many such agencies (at least in St. Petersburg), but they do exist.

You need to think about how the store will look schematically - i.e. how the showcases will be located, what kind of showcases they will be, where the checkout area will be, etc. If you don’t have your own thoughts on this, then I advise you to walk around the shopping centers and look at the points that are already working. And decide what you like for the sample.

Then the designers will have to general scheme turn into 3D visualization. This picture needs to be inserted into the presentation - 50% depends on it, what decision will be made on you. If there is no picture, decision makers will simply not be able to understand whether you will fit into the overall visual concept of their mall.

I want to warn you right away: if you want an “island”, then it’s better to immediately plan to make it out of glass and plastic. Not from wood! Then there will be more chances that you will be approved. Shopping centers are very fond of plastic "islands".

After the presentation is ready, you need to make a list of all the shopping centers in your city. You need to contact all possible. And then choose from what you will be offered.

In all shopping centers, either the contract department or the rental department is engaged in renting. You need to find on the Internet all the contacts of rental managers from the relevant structures. Then - call them, ask about free places, clarify working emails and send your presentation.

Be prepared for the fact that at first no one will answer you at all. In a few days, I advise you to call everyone again, remind them of yourself, and ask them to watch your presentation. If necessary, you need to call every 3-4 days - until you are directly told that “there are no places” or “you do not fit into our concept”, or some options are offered.

Let's say you wait feedback, you are offered some options to choose from and invited to meet with the manager.

And there is very important point: before this meeting, be sure to go to this shopping center, moreover, it is advisable to go at least twice - once on weekdays, the second time on weekends. Take a comfortable place for observation and calculate the patency. Track how many people pass by your future store in 30 minutes or an hour. This will allow you to identify potential traffic.

Also look into the quality of parking, access roads, competing malls nearby, etc.

Read the contract carefully, bargain,
ask for rental holidays

Let's say they called you back, offered an option, you monitored everything and everything suits you. And then the contract will be signed. But before that, as a rule, you sign a preliminary agreement or an agreement of intent (this is, in fact, the same thing). This document specifies the footage, the amount of payment, the terms of cooperation, etc. Negotiate before you sign. As a rule, 10% of the advertised rental price can always be discounted.

You need to read the lease agreement very carefully, delving into each clause. Each shopping center has its own lease agreement. And very often there are a lot of different nuances that can put you in a very unenviable position.

It is important that you are offered so-called rental holidays. Usually it is a month, a maximum of two. This is the time for you to prepare your sales equipment and equip your outlet. If the contract does not contain a clause about rental holidays, then be sure to ask about it!

If everything in the contract suited you and you signed it, then it's time to put into production the equipment of your outlet - according to the approved design.

Do not forget that very often the designers themselves have access to various industries - and they can advise you on a good contractor. If your designer does not know anyone, then Google with Yandex will help you - there are a lot of companies that manufacture equipment, choose according to the ratio of price and quality, and do not forget to monitor reviews.

Start hiring sellers
order acquiring, equip a point

While the equipment is being manufactured, run the process of hiring sellers in parallel. This is not a quick matter, it may well take 1-1.5 months. In our experience, this is how long it takes to find competent sellers.

Then you immediately need to apply for registration and installation of acquiring. It happens that they are also delayed with it - it may take a couple of weeks until you get a terminal.

Request your copy of the contract as soon as possible. The administration of the shopping center can delay this - for example, send it for signature to its directors and departments. And you will need it in order to put cash machine. It will need to be ordered from specialized companies and registered with the tax office.

And at the same time, you need to purchase commercial equipment. In our case, this is a jewelry store - so we ordered plates for rings, earrings and other products.

All installation works are carried out at night, so you will need to apply for the installation of equipment in advance.

If you did everything right and conducted all the processes in parallel, then your outlet should start working soon.

And now our experience

When we opened our first “island” point, there were doubts. We launched it as a test format. Someone said that the islands are not the format that suits the jewelry. Like, no one approaches them, no matter who you ask, all their wives bypass them. Allegedly, in itself, this is a zone of discomfort - you stand and choose, and people walk by.

On the other hand, in 2011-2012 I myself worked on the "island" - and sold well. People approach, are interested, buy. So I thought it was worth at least trying. Even if it doesn’t work, the rent is not so expensive, you can work in the red. The main thing is to understand whether the format is suitable or not.

So, we opened our first "island" in the St. Petersburg shopping center "June" in December 2016. The first month worked "to zero". For us, "zero" is 260,000 rubles of turnover.

January 2017 started neither shaky nor rolly. For the first eleven days, we again went “to zero” in terms of turnover. I walked around very upset. It seemed that this would continue. There were thoughts that, no, the “island” format is really not for jewelry.

But after the holidays, the situation changed dramatically. Sales went up. As a result, January was closed at the amount of 417,000 rubles. And this is already a net profit - over 150,000 rubles. For us, this is an indicator that the format makes sense.

And we closed February already at the figure of 750,000 rubles. According to intelligence, we overtook the closest competitors who have been trading silver in the same shopping center for nine months. Their maximum turnover at this place was about 600,000 rubles in December.

Our net profit in February turned out to be around 300,000 rubles. This is significantly more than our expectations. So, we can already say for sure that this is a working format, and we will promote it.

Now they have already begun to look for a new place for the second "island". When we fully work out the format, we will start working on the franchise. But this is the future.

Usually business people prefer to open a small retail store at the very beginning of their business. This is correct, since the risk of losing a large amount is minimized. This option is ideal for good start. If you decide to open a retail outlet, then you need to:

know how it's done;
choose a suitable place;
correctly plan the entire assortment;
set prices
engage in proper accounting.

How to open a store

First of all, you need to decide what will be start-up capital. It is important to know what products will be sold. After that, you should start looking for suppliers who offer the conditions that will be the most profitable and convenient for you. It is also good to prefer those goods that are adjacent.
Have you decided to open your outlet in a large shopping center or market? You must be registered with the tax authority. Choose the right way to pay taxes. USN is an ideal option for retail trade.
You need to be very careful in choosing the location where your outlet will be located. Worth a look to see what shops are nearby. It is very good if there are few competitors. If you have already decided, then you need to find out how much the rent will cost. When you have already entered into an agreement, do not forget about the obligatory clause that will allow you to terminate it ahead of schedule.
The equipment you purchase must match your outlet. The appearance of the point of sale and its design is very important. Buyers pay attention first to these parameters, and only then look at the range.
The seller influences the amount of profit and the success of the entire trade. It is important that he be really experienced. Such a person should be well versed in the assortment. Equally important is his friendliness.

Prices. How to set them up correctly

The target audience (its specific capabilities) has a direct impact on prices. You also need to consider the specifics of your product. It can be elite or budget. If you are just starting your business, then it is better to keep the markup as low as possible. This will help attract buyers. But you need to immediately prepare yourself for the fact that at first you will only get back what you spent. But do not think that a large cheat will provide a good profit. In this case, sales will occur quite rarely.

It is important to choose an intermediate pricing option. You need to find out what level of markup on the goods you sell will be optimal. It is also worth analyzing the prices that are usually set in a particular region. It is also important to study the price at which goods are sold in the stores of your direct competitors. Make the appropriate adjustment.

Work with clients

Principles of automating your sales

You must have a clear idea of the state of your business at the moment. If you write everything in a notebook, it will not help you see the whole picture. Also, you will not be able to decide on the direction in which you need to move. The ideal option is trade automation. To do this, you need to choose the right program for accounting, which has all the functionality you need. Buying newfangled programs in stores is not worth it. They are expensive and require maintenance, which can be detrimental to your business.

Today, there are convenient systems that allow you to keep records online. They do not require installation. You will always be aware of everything that happens in the field of sales. At the same time, you can relax, be on a business trip or do something else. " big bird” is a system in demand today. It was created like a regular application on the Internet. That is why downloads and updates are not required. System advantages:

You can organize sales at several points at once.
The seller interface is ideal for registering sales.
You can generate reports for the desired period in shifts.
Create and print all the documents you need.
Assigning a discount in manual or automatic mode.
Carrying out non-cash and cash settlements with each buyer.

You will clearly know the size of the received profit, proceeds. You will know how profitable your company is. You will be aware of the entire dynamics of sales, ongoing movements of goods and available balances, the status of all cash and non-cash funds. Expenditure and income transactions will become as transparent as possible.

If you prefer to automate your trading with " big bird”, then you will be able to use printers and barcode scanners for convenient printing of labels and receipts. This will make it easier not only to register sales, but also to maintain all records.

If you are a beginner entrepreneur, then using the system will be absolutely free for you. At the same time, the time is not limited at all.

If you decide to open a retail outlet, then be sure to consider all the details. The success of your business depends on you.

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