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Business plan for a children's shoe store. How to open a shoe store: starting a shoe business

Considering that children are constantly growing, buying shoes for them is a pressing issue. For this reason, purchasing shoes will always be of key importance and there will always be a demand for this type goods. Before opening a store, the main thing is to draw up a competent business plan, the presence of which will increase the chances of creating profitable business in this area.

How to register a business?

To create a business selling children's shoes, you must go through the registration process. The package of documents must contain:

state registration certificate ();
registration in tax service;
TIN certificate;
lease agreement;
approval of goods with Rospotrebnadzor;
permits from the fire department;
certificate that the premises and equipment meet sanitary requirements.

We also need special certificates that confirm the quality of the shoes sold.

In particular, the store owner needs to study and know the law on consumer protection.

Selecting a room

The first step in starting an activity is choosing a premises. To present a multiple assortment of a store, you need to choose a location with a total area of about 50 square meters. m, taking into account the sales area and warehouse.

Densely populated residential or business areas with a high population density are best suited for a children's shoe store. It is worth choosing a place with a minimum amount of competition.

Properly selected premises, as well as quality marketing, are the key to a successful business.

It should be remembered that the size of the room directly depends on the quantity of assortment. If you do not have the opportunity to present a wide variety of products, then there is no point in having a large sales area. Select the size of the rented premises according to the number of products to be laid out.

What equipment will you need?

For a children's shoe store, you need to purchase a special trade equipment. You can purchase both new and used equipment. At this time large number The company provides a wide variety of options, so there should be no problems with purchasing the necessary equipment.

The list of required equipment includes:

racks;
showcases;
furniture;
mirrors;
cash registers, etc.

Here we will look at an article about how to open a shoe store, what is needed to open it, how to start selling shoes - children's, women's, men's, we will consider ready-made example business plan. But before you begin to study the information presented here, you need to understand some very important points in the shoe trade, namely:

The hottest times for shoe sales are spring and autumn.
The most popular product is children's shoes.
The least popular is men's.

If you decide to sell (in addition or mainly) only children's and teenage shoes in the store, then the busiest time for you will be the pre-school period, i.e. before the start of September 1st.

Why is it necessary to sell children's shoes?

Parents will deny themselves the pleasure, but they will buy it for their child.
We buy shoes for ourselves for 1-2 years, and for the child as his feet grow. Children enter the winter season with size 36, and end it with size 38, so sometimes during the winter it happens that they take 2 pairs, and plus, don’t forget about shoes for slides - felt boots.
What you bought in a shoe store in the spring is no longer enough in the fall, which means shopping again.
Children's shoes, unlike adult ones, are not sent for repairs, but simply bought new ones.
Count how many pairs of shoes your child has and how many you have (street: boots - spring, boots - winter, boots, low shoes or shoes, sandals, sandals, sneakers, slates; for home and kindergarten/school: slippers, change of shoes, shoes for holiday, sneakers/sneakers, Czech shoes). And this is the minimum set.
Children's, unlike adult's, never goes out of fashion, i.e. she doesn't have trends for every season. That's why you don't need to have sales.

Example of a business plan

So, let’s look at a ready-made example of a shoe store business plan for those who don’t know how to open their own store.

Overview section

Purpose of this project is to open a shoe store intended for a wide range of consumers.

The form of doing business is an individual entrepreneur. This is due to the fact that the consumers of the product are private individuals; the size is also reduced tax rate and simplifies bookkeeping. When conducting market monitoring, we took into account a large number of shoe stores in this category and assess the degree of success of the project as average, but making the right choice niche degree can be assessed as high.

Description of the enterprise

The store specializes in selling men's and women's shoes foreign and domestic producers different price categories. The shoe store's opening hours are from 10.00 to 20.00, seven days a week.

Description of services

The business plan provides for the implementation of trade and purchasing activities, the opening of a store selling shoes that provides the following services:

Sale of men's shoes;
Sale of women's shoes;
Sale of children's shoes;
Sale of accessories;
You can also additionally sell socks and stockings.

Market analysis

In this section, you should give a detailed description of the shoe business in your region, select a profitable location for a shoe store, taking into account the lowest level of competition, describe the mistakes of competitors in order to eliminate them in your business.

Production plan

A business plan for a shoe store should contain the following information: location, choice of premises, type of store, i.e. Now we will consider the question of what is needed for it. Options:

Shoe store in shopping center;
Shoe pavilion at the market;
The store is in a separate building.

The choice of option depends on many factors, including your financial capabilities, personal wishes, the specifics of the shoe market in your region, and the target audience. Each of the presented options has its pros and cons; first of all, you should focus on financial possibilities your target audience. To provide good display goods, it is necessary to use a premises for a shoe store with an area of at least 50 m2. In addition, utility rooms for staff and a warehouse are needed. Required Equipment: cash register, mirrors, chairs, sales racks, counters.

As recent trends show, buyers prefer to buy more expensive and high-quality shoes and shop in comfortable conditions.

Also, when choosing an assortment for a shoe store, you need to focus on the preferences of the residents of your city and the climate.

When looking for a shoe supplier, you can limit yourself to one supplier, a franchise, or open a multi-brand store (which will expand your options).

Store personnel should be selected very carefully. For a small shoe store, four sales assistants and a manager are usually enough. People with good appearance should be hired as salespeople. It is also advisable to spend time training them, because good seller this is your pledge successful sales. Salespeople must be able to work with cash register equipment and know the basics of product display. If the budget is not large enough, then you can work as a manager for the first time. Another important factor in a successful business is advertising and marketing, which should be taken into account special attention. About a month before the opening of a shoe store, you need to place advertisements in local newspapers and magazines, in crowded places, order several banners, if possible, then you can order advertising on regional TV. Ad text should be informative and attractive. The day when a shoe store is opened should not go unnoticed; you need to organize a bright reception of guests, distribute discount cards, and you can also hold drawings for coupons and discounts. Stores that constantly support customer interest with various discounts and promotions have a steady flow of both old and new customers. It is important to pay attention to the quality of the product and fashion trends. Seasonal sales and constant updating of the assortment will ensure high productivity of the store.

Financial plan

This section of the business plan for the shoe trade will provide the financial component of the project.

Purchase of shoes – 2,000,000 rubles. per year;
Rent of premises – 1,500,000 rubles. per year;
Advertising – 100,000;
Store staff salary is 960,000.

Total: 4,560,000 required starting capital.

4,000,000 rub. per year.

The payback can be completely different, because... markup on shoes usually ranges from 100% to 300%. It can also be less - about 50%. It all depends on the seasonality pricing policy your competitors, fashion, etc. factors. Also, the payback period fluctuates due to various factors, including increased purchase prices and increased rent. However, this type of business is considered very profitable, and this despite the emergence of large chain shoe stores. For a shoe selling business to be successful, you must have information about suppliers, shoe brands and know the latest fashion trends. Don't forget that any wholesale purchases can now be produced via the Internet.

About what a novice entrepreneur who wants to open a shoe store will have to face, and we'll talk in this article.

Documents for the right to conduct activities

At the time of starting work, you must have the following documents:

certificate of registration of the enterprise with the tax authority;
TIN certificate;
state registration certificate;
charter (for societies);
documents for the premises (ownership or lease agreement);
store assortment approved by Rospotrebnadzor;
opinion of fire safety experts;
SES conclusion confirming the compliance of the premises sanitary standards;
waste removal agreement.

If you are going to rent premises in a shopping center, the administration has the right to require additional documents related to business activities from you.

Documents (certificates) for products

Do not forget that rubber (children's and special shoes) and leather (children's and special shoes) and leather (children's and special shoes) shoes are subject to mandatory certification, and declaration of conformity:

rubber (except for children);
sports (only rubber and rubber-textile);
felted (children's);
Yufteva (except for special and children's);
chrome (except for special and children's);
with a top made of textile materials, felt or felt (except for special and children's);
with synthetic leather upper (casual, except army);
with an upper made of artificial leather (except for army and children's leather).

If your activity involves foreign trade activities (for example, you plan to purchase products in China), then you need to comply with the rules for interaction between counterparties within the framework of customs union. Reference book A beginner entrepreneur should be guided by the consumer protection law. You should carefully study the rules for trading non-food products, in particular light industry products.

Studying the demand for shoes

If you are going to engage in trade, then you just need to independently conduct marketing research to assess the demand for the product, select the optimal location for the store, and also determine the main vectors of business development. This is the first thing you need to do, best of all on your own.

Look, where are the shoe stores located? in your city (or region, if you are going to work in a million-plus region), what is their range, price level, how many buyers are there?
Compose map of the most traveled places, pay attention to whether your competitors are in this territory.
Conduct a short survey residents of the area, find out where they buy shoes, how often, and how much they are willing to spend on the purchase.

Of course, after a preliminary assessment of all shoe outlets in the city (district), leave in your list only those that correspond to the selected segment. These could be stores:

constant sales aimed at people with lower average incomes;
mid-price segment;
premium.

Study them thoroughly to answer the most main question: can your business survive in such conditions (is there demand for the product, growth prospects, is there a lot of competition)? If the answer is yes, you can move on. Try to calculate market capacity using this method.

Selecting a location

Select a location for the store based on the results of the study marketing research. It is clear that it is better to locate where there are many people; as a last resort, consider remote but actively developing areas. The easiest option is to rent space in a shopping center. True, it is not always easy to “break into” them, especially for small private companies. Shopping centers prefer to work with famous brands, and the list of tenants, as a rule, is formed at the construction stage.

shoe store in a shopping center

Benefits of renting in a shopping center:

a constant flow of visitors, which is supported by the shopping center itself (you will have to attract customers yourself to a single store);
minimum costs for repairs (you don’t have to break down walls, install communications, or decorate the entrance area);
absence of certain categories of expenses (for example, you can do without a security guard).

There are two disadvantages here - high rent and the need to follow the shopping center regulations (for example, work from opening to closing). But if you have the opportunity to be located in a shopping center, take it.

There are no special requirements for the premises for a store, the main thing is that it complies with the rules fire safety and sanitary standards. The area may vary, but it is not necessary to allocate less than 45-50 sq. m. for a sales area. m, otherwise it will be problematic to organize a fitting. A little less is needed for storage and utility rooms.

Necessary equipment for a shoe store

In your warehouse, you will need shelving to place your goods. Purchase for the sales area:

podiums for displaying shoes;
hanging shelves (installed on the wall);
showcases for placing accompanying goods (accessories, shoe care products, hosiery products);
trading systems;
mirrors (in sufficient quantities);
places for fitting (poufs, rugs, spoons).

Since retail trade involves accepting cash from customers, when working under the OSNO and the simplified tax system, there must be a cash register (sealed and registered with the tax authority).

Staff

For trade on 50 sq. m. 2-4 sellers (depending on turnover), 2 cashiers, a merchandiser (part-time purchasing specialist, administrator, senior cashier and, if possible, an accountant) are enough. These people will ensure the continuous operation of the store. To maintain order, you will need a cleaning lady, and the entrepreneur himself can take charge of communicating with the tax office. Other positions, such as security guard-controller, are optional.

Working with customers

You need to work with customers in two main areas: inside the store and outside it. In the first case, this means proper placement of products in the hall, consulting, organizing fittings, and direct sales. The second is to attract clients.

The most attractive pairs that may interest buyers should be placed to the right of the entrance, because... Most people on the sales floor move clockwise. For the same reason, it is advisable to place the door to the store (boutique) on the left. In the foreground, identify only current shoes in accordance with the latest fashion trends and seasonality. The height of the racks should not greatly exceed the height of the average person, so that you can reach any model without assistance.

Products should not be placed chaotically on the sales floor; group them according to different criteria (age, gender, size, season). Provide fitting spaces for customers, which should be in mandatory.

Where to buy products

It is difficult to give any advice regarding the choice of suppliers, because there are a huge number of options, among the priorities: cooperation directly with factories and importing products from abroad. However, you can purchase goods on the market, but this is not always justified.

Organization of shoe trade

Do not rush to purchase products, even if you have formed an assortment. Here you need to act extremely carefully, especially for a young enterprise. The fact is that shoes are a seasonal product. Few people buy fur-lined boots in the summer and sandals in the winter.

By the way, it is useful to know that while a man wears one pair of shoes, a woman manages to buy two, and a child gets all four. This is, of course, approximately. But among all the boots, the most popular ones will be children's ones - they always use 2 pairs per season. When you open a point selling shoes for adults, you willy-nilly begin to depend on fashion trends. The only exception is commission trading. The ability to quickly respond to changing consumer preferences is the main quality of any successful store.

You shouldn’t fill your warehouse to capacity; as you sell products, buy more, but in small quantities. Remember, shoes come with a 1-month warranty, which starts from the start of the season. For Moscow, for example, the following seasonality limits have been established:

winter shoes - from November 1 to March 1;
spring - from March 1 to May 1;
autumn - from September 1 to November 15;
summer - from May 1 to September 1.

According to the law on consumer protection, the buyer, for any reason, within 2 weeks from the date of purchase, has the right to return shoes that have not been worn to the store. In this case, the goods must be exchanged in accordance with the client's wishes (size, color, etc.) with an additional payment, if required. However, this does not mean that the seller is obliged to give money. But if the store cannot offer the product in accordance with the wishes of the buyer, then yes, the shoes must be accepted, and the money spent must be returned.

To summarize, I would like to note that these are the main, but not all, subtleties associated with shoe retail that every novice entrepreneur needs to know. A lot of questions may arise at the stage of organizing document flow, forming an assortment, searching for suppliers, and purchasing products.

Introduction
Market Research
Project goal
Project Description
Organization of activities
Room
Range of services provided
Equipment
Personnel, work schedule
Marketing plan
Total costs of project implementation, distribution of funds
Consumable part
Profitability, profitability, payback

Introduction

This manual is standard business plan to open a children's shoe store. This contains a detailed description of the project, justification for the feasibility of opening a store, its economic efficiency. Along with the business plan, a financial calculation model and a description of some legal subtleties, which will be useful for a novice businessman to know. A business plan can serve as a visual aid, serve as the basis for obtaining a bank loan, or be presented as a presentation to a potential investor.

Project goal

The purpose of the project is justification economic feasibility opening a children's shoe store, receiving investment.

Market description

One cannot but agree that children's shoes are one of the most popular goods for children. On average, the growth of the children's goods market at the end of 2011 ranged from 15 to 20%. At the same time, clothing and footwear are the largest segment on the market. The growth is explained very simply. So, according to statistical research, a child over the age of one year needs an average of 3-4 pairs of shoes per year. Often this figure turns out to be even higher, since the level of well-being of the average Russian family allows it to make such expenses. Another factor is the very dynamic demographic growth that has been observed in our country in recent years. Based on all of the above, we can assess the children's footwear market as very promising.

Organizational aspects

To open a children's shoe store and conduct business, you will need to register a legal entity. Recommended form - " Individual entrepreneur" This category of entrepreneurial activity falls under a preferential tax regime, therefore the recommended form tax accounting is the Unified Tax on Imputed Activities (UTII). In regions where it is not available, it is recommended to choose the Simplified Taxation System (STS).

Choosing a room, location

The choice of the location of the future store must be approached as carefully as possible. The best option there will be a shopping and entertainment center located in a busy part of the city, or the first floor of a residential building converted into commercial real estate in a densely populated residential area. It is desirable that the houses in the area were modern construction, since it is in new houses that mainly young families with children live. Considering the fact that owning an apartment is not a cheap pleasure, one can judge the high level of well-being of those residents who allowed themselves to buy an apartment in a new building.

The area of the future store should be 50-60 square meters. m.

The premises need to be renovated. It is recommended to invite an appropriate specialist to create an interior design. The interior design should be bright to primarily attract children. The same goes for signage.

Selection of suppliers

You should also pay significant attention to the selection of suppliers. Supplier companies must have an impeccable reputation and good reviews from partners. The quality of the shoes supplied directly affects the reputation of your store. It is recommended to enter into agreements with several suppliers in order to maximize the variety of the presented range. Among the goods presented there should be products from both foreign and domestic manufacturers. Reputable manufacturers are “Antilopa”, “Zebra”, “Kotofey”, “Lel”, “Top-top”, “Shalunishka”.

Range of products presented

The store plans to present products in the following categories:

Booties
Czechs
Summer shoes for boys and girls
Shoes, low shoes, demi-season for boys and girls
Outdoor footwear
Boots
Boots, ankle boots, boots
Shoe care products
Accessories

The range of products presented must be designed for children from infancy to 9 years. The assortment should be replenished approximately every three months: in March, late May, mid-August, early November, mid-January.

Required Equipment

To open a store you need to purchase the following equipment:

Showcases
Shelving
Upholstered furniture, incl. children's and adults
Mirrors
TV
Cash registers
Computers
Exit security system

Staff, store opening hours, work schedule

The store is open every day, without lunch breaks or weekends. Opening hours from 9.00 to 21.00. To ensure the normal functioning of personnel and to avoid violations labor legislation you will need to hire five employees: a manager (his role is played by the owner of the business), two senior managers and two sales consultants. Employee work schedule - 2x2.

		Size wages
1	Control
2	Senior Manager
3	Sales consultant
4
5
6

Remember that the staff is the face of the store. Employees must have a favorable and attractive appearance, be sociable and self-confident, as well as relevant work experience. To increase the number of sales and personal motivation, it is recommended to assign employees a floating salary, consisting of a constant (salary) part and a variable (percentage of sales). The business owner, who performs the function of manager, conducts the search and training of personnel independently.

Marketing policy

Creation of a website on the Internet, official pages on social networks
Advertising on city streets information portals on the Internet. Preference is given to those aimed at a female audience.
Viral advertising on women's forums in the city
Advertising on TV and radio
Production of discount cards
Flyer distribution
Sales
Draws among regular customers
Advertising on billboards and banners

Total costs for project implementation, distribution of funds (Graph 1)

Decoding the graph

	Cost, rub.
Shelving



TV
Cash register
Upholstered furniture
Exit security system
Signage, renovation, lighting
Repair, lighting
Inventory
Unforeseen expenses

Expense part (Graph 2)

Expenses, traditionally for such types of business activities, are divided into two categories:

Cost of production costs. The weighted average markup on cost is on average 100%.
General expenses. This includes: rent of premises, payment of wages, administrative and other expenses, advertising, payment for accountant services, taxes

Decoding the graph

A shoe store is a very profitable business, because people buy shoes all year round, be it fur-lined boots for the winter or light sandals for summer holiday. However, a beginner in this business may face obstacles that he is not even aware of. So how to open a shoe store and succeed in this business?

Studying the market

When you firmly decide to yourself that you want to open a shoe store, the second step for you will be to determine the format of your store: its size, target audience, trade format, type (sports, winter, men's, women's), class (elite, middle class or low) and so on. Regardless of which format you choose, you must evaluate the conditions for running a shoe business in your city, and this is exactly what market research is done for.

First, study in detail all the shoe stores in your city, namely their location, product range, price category and number of customers.
Highlight your strongest competitors.
From the information obtained, determine the most profitable areas in your city and note where your competitors are located nearby.
It is especially recommended to conduct a short survey of residents of profitable areas: where they prefer to buy shoes, how often and approximately at what price.
Select the market segment in which you are going to work: will your store be for low-income customers (constant sales), medium or high income(premium store). Evaluate the information you have collected for the selected segment.

Now that you have an idea of the demand and competition in the footwear market, you can roughly estimate whether your business will generate income in such conditions. If your answer is “yes,” then you should determine the strategy and direction of business development. And to do this, you need to ask yourself how your shoe store will differ from other stores, that is, how you can attract customers.

Choosing a place

When choosing a location for your store, base it on the results of your market research. The best option is to rent premises in a shopping center. The advantages of such a rental: a constant flow of visitors and reduced costs for repairs and security. Disadvantages: high fees and difficulty in obtaining the lease itself, since usually shopping centers choose well-known brands as tenants and negotiate a lease in the shopping center as early as possible, even at the stage of construction of the center.

If it is not possible to rent premises in a shopping center, then it is important to ensure that the premises you choose comply with all necessary sanitary standards and fire safety rules.

Also, you should not make the sales area small (less than 50 sq. m.), otherwise this will create inconvenience for customers when trying on shoes. The room should also have a small space for storage where boxes of shoes will be hidden.

We resolve legal issues

To open any business, you first need to register with the tax service as a subject of taxation, whether it be yours or. If you don't plan to work with legal entities and in the future to open a chain of stores, then registering an individual entrepreneur will be quite sufficient.

If you want to open a small enterprise (up to 100 employees), then you fall under (STS) - 6% of income, or 15% of income minus expenses. Some experts, however, recommend (UTII). For retail UTII is calculated depending on the area of the sales floor and the number of days of business activity in a month as a taxpayer. Both taxation systems are accepted on a voluntary basis, and you have the right to choose the most convenient one for your company or combine both.

From the documents, you will also need expert opinions from the SES and fire supervision to be able to conduct trade in a certain premises.

In addition, to trade some types of shoes, additional documents are required. Thus, certification is required for rubber and leather shoes (children's and special ones). For some other types, such as rubber (not counting children's), sports rubber, shoes with artificial leather uppers, and so on, declarations of conformity are required.

We purchase equipment

The most important equipment in your store will be the cash register, which should be sealed and registered with the tax office. In addition to the cash register, you will need the following:

racks and podiums for shoes;
mirrors;
poufs, rugs, spoons for trying on;
display cases for other products (creams, brushes, accessories, etc.);
counter for cash register;
signboard.

We purchase products

Your product range will mainly depend on the results of your market research. As a rule, most in demand uses children's shoes, then women's. People buy men's shoes less often. In addition, your store may sell products such as bags, suitcases, shoe polishes and brushes, hosiery, and so on.

You can purchase products directly from shoe manufacturers. To do this, you need to establish an agreement with them business relations. You can also buy shoes at wholesale market and sell it in your store at retail prices, but such a scheme will be less profitable.

We are recruiting employees

A medium-sized self-service shop with trading floor area of about 50 sq. m. the following personnel will be required:

Accounting can be maintained by both the administrator and the business owner; or you can use the services of a third party.

We calculate costs and payback

Before opening a shoe store, you should calculate the initial costs and return on investment. Below are approximate calculations for a small store.

So, let's assume that you rent a separate premises with a sales area of 50 square meters. m., located not in a shopping center, but in a place with a constant flow of clients. Price segment- average, taxation system - UTII.

The average revenue of a small shoe store can be about 1.5 million rubles. To calculate the cost, let’s take the average market markup for shoes of 90%. Hence the cost will be 1,052,000 rubles.

Based on the calculation that capital costs will be 4,200,000 rubles, and net profit– 235,000 rubles, the store will fully pay for itself in about 18 months.

As you may have noticed, the numbers have been averaged and rounded to give you a rough idea of the costs and profitability of a shoe store. Thus, using this information, you can create a shoe store business plan that will help you in the step-by-step implementation of your idea.

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