What are the names of retail outlets in shopping centers? Opening an island in a shopping center: rules and secrets of design

Where to start if you want to open your own store? Which store is better to open and how to choose a product to sell? How much does it cost to open your own small shop and how to do it from scratch?

Hello, dear readers of the business magazine HeatherBober.ru. This is the entrepreneur and website author Alexander Berezhnov.

When beginning entrepreneurs have a question about what kind of business to start, many choose the simplest and most obvious thing - retail trade, namely opening their own outlet or store, which is essentially the same thing.

The article will be especially interesting for a beginner who has decided to open a store without sufficient experience. After studying it, you will learn about all the secrets and nuances of this business.

The information in the article is universal for opening any type of store.

For example, if you decide to open a clothing store, auto parts store, children's store or grocery store, then you will have to go through the same steps. Here you will also find guidelines for opening the most common types of stores. This will be especially relevant for you if you have not yet decided which store is profitable to open.

Now I will tell you everything in order!

1. What you need to know to open a profitable store

Dear friend, the most important thing is that you must understand that the vast majority of people come up with the idea of ​​opening a store as a seemingly simple commercial project.

For clarity, I propose to consider the objective pros and cons of your store as a business. This will make it easier for you to decide which store to open and what to pay attention to.

Pros (+) of your store as a business

1. Clear for the average person

This is why most budding entrepreneurs consider their own store as their first project. Since childhood, we have become accustomed to seeing markets, stalls and even supermarkets, where today you can buy almost everything.

The truth is that a person is reluctant to take on a task that he does not understand. In the case of a store, it seems to us that we will have the least amount of problems. But this is only partly true.

2. Ease of implementation of the idea

In general, in trade, 99% of all business processes have long been worked out.

It’s not for nothing that, having opened 1 store, its owner often does not stop, and with the right approach to business outlets multiply like mushrooms after rain.

Indeed, all you need is not to reinvent the wheel and follow the beaten path, which should lead to success in your business, unless, of course, you “punch up some mistakes” at the very beginning.

3. Ease of calculations (forecasting income and expenses)

Trade is the most understandable business also from the point of view of calculations. You have the cost of the goods, the trade margin and the expenses that you incur.

4. Stability of the business when it is promoted

A well-established retail outlet is a paradise for its owner. For example, a “brisk” grocery store in a residential area of ​​the city can provide you with a comfortable life, even despite nearby competitors.

5. Opportunity to sell your store as ready business

Having built the entire store management system correctly, you can only occasionally coordinate the main processes; all things will proceed by inertia. This way you will become the owner of a completely autonomous system that generates profit.

Naturally, many people who have capital but do not want to open their own store from scratch will want to become the owner of such a “tidbit.”

Nowadays, selling a ready-made business is as easy as selling a car or an apartment, you just need to notify potential clients that you are selling your profitable store.

Disadvantages (-) of your store as a business

1. High competition

The downside to the simplicity and clarity of opening a store is high level competition. After all, there are a lot of people who want to become the owner of their own retail outlet. Every second entrepreneur wants to open his own store in one field or another. This makes it very difficult to start in this business and its further development.

2. Relatively high barrier to entry into business

If you deal with a product and sell it through a regular store, in this case you will need several hundred thousand rubles or an average of $10,000 to start your business.

3. Remnants of unsold goods appear

One more weak side The store as its own business contains leftover goods.

They form especially often in grocery stores and in stores selling seasonal goods. For example, New Year's toys and other holiday supplies.

The cost of remaining goods must be included in current value, which leads to a drop in demand, since the final price of the product increases, and the buyer does not want to overpay.

4. A large number of periodic routine operations

Suppliers and working with them, tracking product balances, updating the assortment, rent, working with personnel (if any), taxes, inspections, inventory - this is not a complete list of what you will have to face in the process of working on your own store.

5. Seasonality of business depending on the chosen niche

Each trading niche has its own seasonality. It can be expressed more or less clearly. For example, in summer construction and finishing materials sell well, but in winter sales drop significantly.

Other stores make super profits in the winter under New Year, and in the summer they “suck their paws” in anticipation of a new profitable season. Pay attention to this factor when choosing a niche for your future store.

6. If the business fails, the risk of losing 80% of money

If suddenly your business does not take off, then the purchased commercial equipment will have to be sold for next to nothing, and the remaining goods will also be sold in bulk or simply given to friends for the holidays (if the goods are not food products).

Hopefully, you now have a more complete picture about opening your store and know what challenges you will face in the process.

You can reduce the risk of financial losses if you approach the opening of your store, or rather trading activities a little differently, for example, by starting trading under the “Business with China” division.

This is a very trendy and interesting topic for today. My friends are doing it successfully. By purchasing goods in China, you can sell them with a markup of up to 500% without even opening a physical retail outlet. This type of business can also be done via the Internet.

This business is taught very well by Evgeniy Guryev, a specialist in “ Chinese theme" Our team knows Zhenya personally and recommends him as a professional in this area.

Watch the video in which student Evgeniy shares his impressions of the training and financial results:

We continue the theme of opening our own store.

2. Opening a store from scratch - sweet myth or bitter truth

If by “zero” we mean a lack of knowledge and experience, then of course such a zero will not be an obstacle to the implementation of the project.

But if someone thinks that you can open your own store without having anything, then you must be disappointed - this is truly a myth!

Let's look at those mandatory elements without which it is simply impossible to open a store in principle.

I will list this minimum, and then you yourself can calculate in numbers how much, according to conservative estimates, it will cost to open and maintain a store.

For example, one of my friends, having opened a store women's clothing premium, invested in it more than 1,200,000 rubles . This amount included the rental of premises, renovations, purchase of goods, purchase of commercial equipment, hiring of personnel, and company registration.

How much does it cost to open your own store?

1. Premises (retail area)

Own or rented.

Naturally, having your own premises (not rented) gives you enormous advantages, but unfortunately, a minority of people have such a bonus at the start.

Get ready for rent to eat up most profits, and during seasonal downturns you can work “to zero”, without earning a penny, or even go into the red, shelling out money from your pocket.

2. Retail store equipment

In rare cases, you will not need counters or other equipment: stands, refrigerators (if you are opening a grocery store). Depending on the specifics and size of your retail outlet, the cost of commercial equipment will vary.

3. Product

You can take some of the goods from suppliers for sale on deferred payment terms. That is, you will pay money for it after the sale. But the other half of the goods will most likely have to be purchased.

It is especially difficult for beginners in this market. So, if you are a newbie, then not every supplier will agree to give you the goods for sale due to a lack of trust.

4. Seller

At first, you yourself can act as a seller, and this will even be useful, because it is the owner who is primarily interested in the success of his business.

This way, you will study the most popular products, work with customer objections, and be able to pass on your findings to future hired employees.

5. Legal and accounting nuances

In any case, you will need to officially register your commercial activities, and also periodically submit reports to tax office and the Pension Fund.

In addition, you will deal with delivery notes, invoices and contracts. You have to deal with all these points sequentially.

The information is relevant for those who are planning to open a store in Russia, Belarus, Ukraine, Kazakhstan and other CIS countries and the world. All features of starting an enterprise are universal for different areas.

In this article we answer the following questions:

• How to open a store from scratch and how much does it cost?
• Which new shop Is it profitable to open?
• Where to start, what is needed, how to prepare documents and equip the store?
• How to attract customers and make a stable profit?

: Finding a market niche

Winning option– choose the type of product related to your professional skills or hobby.

For example, a person who understands technology will be able to organize its sale, correctly assess the needs of customers and know how to present this product. Cosmetics or clothing stores are traditionally run by women who are passionate about beauty and style. It’s easier to form an assortment and organize work with those things that you understand.

If you approach the choice of direction purely for commercial reasons, then you should open an enterprise of any type that is in demand in a certain place. If in a residential area there is nowhere to buy pasta after nine in the evening, The best decision– own 24-hour grocery store.

The nuances of opening a store, or factors to consider when choosing a market niche:

1. Seasonality of business. Many types of goods sell better during a certain season (winter clothing, some sporting goods, etc.). Decide on the seasonality of your business and think in advance about ways to get money during the off-season.

2. Competition. When deciding on the type of product, it is important to choose a location without direct competitors nearby. Or offer the buyer something that a competitor does not have.

For example, adjacent to expensive boutiques in mall, it is worth offering a good range of youth clothing and accessories at a low price.

A grocery store near a supermarket cannot survive with the usual assortment. Better to specialize in sales confectionery, meat, household essentials, etc., that is, narrow your niche.

3. Be very careful with your ideas., which have no analogues. On the one hand, such a business, in the absence of competitors, will receive maximum profit. On the other hand, the lack of competition may mean that such products are not in demand.

Step 2: Store name

You need to start preparing for the opening with the name. This is a small thing that should be taken care of in advance. When writing a business plan and planning expenses, be sure to take the sign into account. And its cost directly depends on the name.

Main requirement– adequacy and attractiveness of the name. It should explain to passersby what is sold inside. If you want to take an original name, then add a specialization to it (grocery, construction, clothing, etc.)

Step 3: Business Plan

If you are not sure whether it is worth spending time on this, cast aside all doubts. This step by step guide, how to open your own store, plus an extra opportunity to look at the business from the outside: assess the risks and benefits.

Mandatory points of a business plan

• Summary(where the enterprise is located, what it does);
• Market and competitor analysis;
• Organizational aspects(registration of an enterprise, obtaining the necessary permits and licenses);
• Marketing plan(how will you stimulate sales, what advertising to use to attract and retain customers);
• Assortment and pricing(what categories of goods will be presented, their cost, brands);
• Production plan(arrangement of premises, communications, division into zones);
• Technical base(equipment, manufacturers from whom it is profitable to purchase);
• Organizational plan(staff and work schedule, salary level);
• Possible risks, and how to deal with them. This paragraph implies a description of a “pessimistic” option for business development. A pre-prepared strategy will help cope with possible difficulties;
• Financial plan(how much money will be required to open a business, calculate potential profits, calculate payback).

Step 4: Search for premises

Own premises for a store are very rare, so in planning we focus on rented space.

Common placement options: the first floor of a residential building or office building, space in a shopping center, a separate building. The last option is the most expensive and not always practical.

The best place is on the “red line”, that is, facing a road with a lot of traffic. Whether in a residential area or in the city center, this is an ideal way to receive “random” buyers who were just passing by. Below are the basic conditions when choosing a location, or where it is best to open a store.

Availability. No confusing alleys on the way to the establishment, it should be easy to find and easy to see from afar. Huge advantages are the availability of nearby parking and advertising signs.

Positioning(customer-oriented placement). Different locations are suitable for each type of product. Small food outlets are popular in residential areas, souvenirs - in entertainment centers, luxury goods are best sold in the city center, stationery - close to schools, universities, business centers.

Properly selected room area. Space must be used rationally so as not to overpay for extra square meters. But some businesses require a lot of space.

For example, a small boutique of gifts and souvenirs needs 20 sq. m., a clothing store with fitting rooms will need at least 40 sq. m. The area of ​​the retail space ranges from 20-100 sq. m. m. depending on the selected type.

Adequate rent, corresponding to the price level. For example, expensive space in shopping complex unprofitable for a consignment shop. On average, the rental cost is $8-11 per 1 sq. m. m. in residential areas and remote places, $15-20 per 1 sq. m. m. - in the center.

Important nuance– it is worth paying rent for six months to a year in advance (this will go towards capital investments) to ensure the work of the company in the first months, until trade begins to generate large income. Otherwise, with a frantic monthly search for money for rent, there is a risk of going broke.

Step 5: Arrangement and renovation of the premises

You need to rent an area and start developing the site before receiving most of the permits. Most authorities require a lease agreement in the package of documents, and also check the readiness of the premises for work.

Requirements for the store premises

Mandatory conditions for all trading floors:

1. Having an evacuation plan, fire alarms, fire extinguishers;
2. Availability of heating, electricity, air conditioning, running water(not necessarily for all types of sales, important for food);
3. When renovating during finishing, painting, cladding, use moisture-resistant and easy-to-clean materials. Floors must be smooth, without cracks or potholes;
4. Compliance with consumer rights. This includes control scales for food outlets, the presence of a complaint book and a consumer corner (sales rules, company contact details, etc.);
5. The layout of the space should be simple for the buyer, without impeding movement in the hall.

Placement permission and when to get it

This certificate must be obtained before repairs begin. This is a kind of expert assessment from Rospotrebnadzor on whether it is possible to start sales in the selected location.

If the site is not suitable in many respects, then money for repairs will be wasted. Receipt expert assessment takes 2-3 weeks. When contacting a special law firm The cost of registration will be $150-160.

On average, redecorating and finishing a room with an area of ​​50-70 square meters. m cost 1500-2000 dollars.

Step 6: Business Registration

What documents are needed to open a store? First, officially register your business. The simplest option is an individual entrepreneur, it is faster, cheaper and less hassle with accounting.

But, for example, only an LLC with authorized capital no less than a million rubles.

How to open an individual entrepreneur for a store

Registration certificate legal entity must be obtained from your local tax service at the registration address. It is worth deciding on the taxation system in advance (OSNO, USN, UTII).

Documents required for tax purposes

• Your passport(for foreign citizens - international passport) and TIN. If you do not have an individual taxpayer number, it will be issued along with the certificate, it will take 4-5 days longer;
• Application on form P21001 (For Russia). One of the important points of the application is the choice of OKVED codes. For each type of store they may differ, but the general subsection for all is: 47 – “Retail trade, except trade motor vehicles and motorcycles." It is recommended to select as many suitable codes as possible so as not to have to worry about “pre-registration” later. Extra codes do not affect the activity in any way;
• Receipt, confirming payment of the state fee ($12);
• Application for transition to a simplified taxation system if it suits you. Otherwise, OSN is written by default.

The tax office issues a receipt confirming receipt of documents. After five days, the application will be considered; if the answer is positive, the entrepreneur receives a certificate of registration with the tax service and an extract from the Unified State Register of Individual Entrepreneurs (USRIP) State Register individual entrepreneurs).

Together with them, they are issued a notification about the assignment of statistics codes from Rosstat, a certificate of registration of the entrepreneur in the pension fund at the place of residence, and a certificate of registration in the Federal Compulsory Compulsory Medical Insurance Fund. Otherwise, you will have to issue these certificates separately.

After this you need to open checking account at the bank and make a stamp (up to $15). A seal is not required for an individual entrepreneur; usually a signature and the mark “B/P” (“without seal”) are sufficient.

Other documentation

Conclusion of Rospozharnadzor. To obtain, you need an application, a certificate of registration of individual entrepreneurs, a BTI plan, a lease agreement for commercial space, an insurance policy for the facility, documents on the installation of a fire alarm.

One of the employees must undergo training fire safety and take on the responsibilities of the chief for its compliance.

Sanitary and epidemiological conclusion from Rospotrebnadzor. In addition to the basic evidence, you need a sanitary passport of the building, medical books employees, disposal and disinfection agreements, product quality certificates.

Opening of this enterprise most often associated with the purchase and registration of a cash register with the Federal Tax Service. To do this, you already need documents about opening the enterprise.

Remember that the electronic control tape protected on the device must be changed every year.

The sign also requires permission from the local government.

Do-it-yourself documentation will cost approximately $100, when contacting special intermediary companies, you will have to shell out $500 or more.

Step 7: Selecting Suppliers

Main selection criteria:

1. Experience and reliability, reviews from other buyers;
2. Range. Most convenient supplier– from which you can purchase a maximum of different products. Pay attention to recognizable products from well-known brands, they sell better;
3. Convenience of calculations. Various bonuses, discounts, deferments. It is difficult for a beginner to find a supplier who will agree to provide products with deferred payment. However, it is worth trying to negotiate according to the “50/50” scheme; you pay for some of the goods immediately, and for others after the sale.

You should look for suppliers on the Internet, newspapers and magazines, and at industry exhibitions.

Step 8: Shop equipment

Common equipment items for all store types:

• Racks, counters, display cases - about $700. Good producers– Mago, Neka, Rus, Fabrik Art;
• A simple reception for picking up purchases – $150-300. Showcase Plus, “Trade Equipment”;
• Cash register – $150-250. Orion, Mercury, Elwes-MK.

Total minimum investment in equipment will be $1200.

Important point– connecting the possibility of non-cash payments (acquiring), this will increase the number of clients and reduce the risk of encountering fraudsters. You need to contact the selected bank, where they will formulate the terms of cooperation for you (mainly, the amount of bank commissions) and install a POS terminal. On average, the commission is 1.9-4% of the transaction volume.

The lower the company's turnover, the higher the commission the bank requires. For cooperation, a certain deposit amount is required in the current account.

Step 9: Recruiting staff for the store

For a small grocery or flower shop, two salespeople are enough (the work schedule is “weekly every other week”) and a cleaning lady.

A construction or clothing store should hire a sales floor administrator (consultant), a cashier, and a cleaner. It is recommended to outsource accounting to save money.

The most important person is the seller. In addition to the standard qualities of a good employee and sales skills, the employee must be in the right place. Simply put, match the store. For example, they sell underwear beautiful women, A Construction Materials– older men and women who inspire confidence with their experience.

The ideal way to stimulate the seller is a percentage of the proceeds. But if you put an employee entirely on a percentage basis in a new place, you can lose him and provoke a high staff turnover.

It is best to form a minimum salary (for example, $200-250) plus a percentage of monthly revenue. Cashiers and cleaners receive a fixed salary.

Step 10: Formation of assortment

This includes product display and interior design of the store. Take the time to learn the basics of merchandising or hire a specialist to do the initial display. Among general rules stand out:

1. The product must be placed conveniently for the visitor, in easily accessible places. Those products that need to be sold first are placed in the most visible place;
2. Use price tags to stimulate sales. Highlight promotions and discounts in large letters and bright colors. For expensive products, place the price so that you have to look for it and turn the item in your hands, appreciating all its advantages;
3. Separate things for convenience into categories and mark them with signs or stands;
4. Interior decoration and atmosphere should be set up to buy certain things. Proper lighting, background music, pleasant smells - all this influences visitors.

Step 11: Security

Ensure the safety of your company. The minimum set of security equipment is an alarm system, a panic button, and a video surveillance camera. Purchase and installation costs start from $200, maintenance costs start from $50 per month.

Step 12: Opening the store

Turn the start of work into a promotion with music, competitions, distribution of gifts and advertising booklets, discounts, etc. Then customers will want to come back to you.

Step 13: Risk Assessment

Before starting a business, you should evaluate all the risks and benefits. What do you need to know?

pros

• An established point of sale is a source of stable income. At the enterprise in good location and with a wide range there will always be buyers.
• If necessary, a trading enterprise can be easily sold as a ready-made business.
• Quite a simple calculation system.

Minuses

• Large investments in business and high level of competition.
• Remains of unsold products that have to be written off or sold at a discount.
• Seasonality of some types of trade.
• The risk of losing up to 80% of your investment in the event of an unfortunate turn of events.

Step 14: Advertising

Arrange periodically sales and promotions for clients. Discount cards for regular customers work well. For building materials, clothing, and toys, distribution of printed advertising through mailboxes is suitable.

Create a unique offer and colorfully design your flyers. Printing 5 thousand copies will cost approximately $100.

Which store is better to open?

Let's consider the features and nuances of opening stores of various types. Based on the previous points, the minimum cost of registering a business, repairs and equipment, rent and advertising is approximately $8 thousand.

Clothing store

Area - from 50 sq. m.

Costs of opening a clothing store

• Mannequins and busts, torsos (about 10-15 pieces) – approximately $500;
• Mirror in full height to the trading floor – from $50;
• 2 fitting booths with curtains + 2 mirrors – $200-250;
• Hangers and racks for clothes -$300-400;
• Electronic product protection system – $1400;
• Barcode scanner – $100-150;
• Printer for printing barcode labels – $400-600;
• Purchasing things six months in advance – 10-15 thousand dollars.

The total investment in the business will be 20-25 thousand dollars. Markup – from 50-400%.

Important details: large assortment (at least 1000 units), availability of popular sizes, sale of related products and accessories (handbags, wallets, hangers, jewelry, belts, etc.). Regularly hold sales and promotions (“third item free,” “discount on second purchase,” etc.).

Lingerie store

15-25 sq.m. is enough. m. The list of equipment differs from the previous type of outlet only in the type of mannequins. You will need special bust hangers, “hangers”, “legs” for tights and socks, etc.

Demonstration of goods on mannequins and torsos works well. You need to invest at least $13,000 in opening.

Good and popular lingerie brands: Incanto, Lormar, Milavitsa, Agent Provocateur, Victoria's Secret, Calzedonia, Passionata, Rosme. Best demand observed for mid-priced products.

It is necessary to create an assortment for women, men and children so that visitors can shop for the whole family.

Grocery store

Required area – from 30 sq. m. Additional equipment and costs:

1. 2 Refrigerators – 1100 $;
2. Shelving for vegetable spreads (vegetable box) – $150;
3. Product racks- 600 dollars;
4. Printer for printing barcodes and labels – $400-600.

In total, together with the purchase of goods, capital costs will amount to 13-15 thousand dollars.

A grocery store needs a warehouse to store food. There are also special requirements for such companies.

To obtain a work permit from Rospotrebnadzor, you must fulfill the conditions SanPiN 2.3.5. 021-94 — « Sanitary rules for food trade enterprises." All standards, GOSTs, etc. are spelled out here.

Products must have price tags, weight indications, and a good shelf life. Products with defects are sold separately, with mandatory notification of the defect. Be sure to have scales.

Company employees must have health records, work in a uniform with a hat, have a badge indicating your name and position.

Children's clothing store

Selling clothes for children will require the same opening costs as a regular clothing store. Mannequins need to be purchased for children.

The amount required is around $17,000-20,000. It is important to decide on a price category (the best option is medium), and sort the products by age.

Commission shop

Area 50-60 square meters.

Features of this business

• There is no need to look for suppliers, people hand over their things themselves;
• The size of the company’s commission for the sale of used products is 20-50%;
• There are no problems with unsold balances. The owner takes back items not sold;
• It is best to locate a second-hand clothing store in a densely populated residential area;
• Unlike a clothing salon, you don’t need a lot of expensive mannequins, just a few torsos, busts, and hangers are enough.

To open a thrift store on your own, you will need to spend approximately $9,000-10,000.

Auto parts store

The required room size is from 60 square meters. m. The equipment you will need are counters, racks, and a cash register. The investment amount starts from $12,000, including the purchase of spare parts.

The secrets to the success of this business

1. It is better to specialize in one or two car brands, but provide spare parts for the entire model range;
2. Sell ​​accessories (mats, scented keychains, etc.);
3. Salespeople must be knowledgeable in the device of the car;
4. Select several suppliers for each product group so as not to keep customers waiting. Collaborating with official dealers, you will increase trust in the company and will be able to officially use the brand logo in your advertising;
5. Offer a home delivery service.

Flower shop

Area from 20 sq. m. The sales area needs shelving, a table for packaging and arranging compositions, stands and flowerpots for flowers, ideally cooling chamber to maintain the desired temperature.

In addition to flowers, packaging paper, baskets, gift ribbons, bows, transparent cellophane, mesh, felt, and tape are purchased as consumables. Small tools you will need are scissors, wire cutters, a glue gun, and floral knives.

Investments in equipment and the first purchase of cuttings – from $12,000.

To begin with, it is worth working with local wholesalers; with good promotion, it is recommended to buy flowers from capital and foreign suppliers.

Important nuances to consider

• Organize individual sales of flowers and ready-made bouquets and arrangements;
• Flowers must always be fresh, so you need to learn how to correctly estimate the volume of purchases;
• Diversify your assortment with gift cards and soft toys;
• Having created a thematic website, an entrepreneur can start designing custom-made holiday celebrations.

Draft beer store

Required space – from 70 sq. m.

Necessary equipment

• Racks with taps and beer barrels;
• Coolants and defoamers;
• Snack counters.

A complete set will cost approximately $2000. About two thousand more will be needed to purchase 10-15 types of beer, 100 liters each. In total, the opening will cost about $13,000.

Secrets of sales organization: you need an assortment of 10-15 types of drink and the availability of snacks in packages and by weight (crackers, chips, fish, etc.)

Hardware store

Area – from 60-70 sq. m. In addition to standard equipment and counters with shelving, demonstration stands are needed.

Warehouse space, packaging and delivery services are required. Capital investments in the enterprise will amount to 16-20 thousand dollars.

Most popular products: finishing materials, tools, paint and varnish products, plumbing. It is best to place a retail outlet in the city center, near major roads and intersections, markets, and shopping centers. The markup on products is 25-40%.

What is the article about?

How to open a store in a shopping center: step-by-step plan

IT tools used by Dmitry Ogorodnik

• WordPress
• PrestaShop
• 1c accounting

Many small business entrepreneurs face a difficult choice - to open their own stand-alone store or rent a small point in a shopping center.

Both options have their pros and cons. St. Petersburg entrepreneur Dmitry Ogorodnik also faced the same choice - he already had a separate store, but he also decided to test drive the “island” format in a shopping center.

We think many small business entrepreneurs will benefit from his experience.

Dmitry Ogorodnik, 34 years old, entrepreneur from St. Petersburg, CEO Karelshungit company, which manages stores "MineralMarket" And "Planet of Shungite".

Education: Ryazan Institute of Airborne Forces. Dmitry Ogorodnik – author business blog, in which he shares his own entrepreneurial experiences.

Until the end of 2020, the company had its own standalone store; In December, a retail outlet opened in the June shopping center.

Think about the design, make a good presentation

The advantage of shopping centers is that there is already traffic there. You won’t have to spend years getting people to know about your store’s location and start coming to you. You immediately gain access to a mass audience.

The first thing you need to understand: although you sign 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 giving yourself the mindset - your goal is not just to stand in some shopping center, but to find a good walkable place in any shopping center.

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

Design of your store. You need to order it in advance, even before you start looking for a place.

Competitive advantages. Write why you are a great option for a shopping center. Here you have to use your imagination 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 retail 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 display cases will be located, what kind of display cases they will be, where the cash register area will be, etc.

If you don’t have any thoughts on this matter, then I advise you to walk around shopping centers and look at the points that are already operating.

And take the decision you liked as a model.

Designers will then have to turn your overall design into a 3D rendering.

This picture needs to be inserted into the presentation - 50% of the decision they will make about you depends on it.

If you don't have a picture, decision makers simply won't be able to understand whether you will fit into the overall visual concept of their shopping center.

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 made of 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 shopping centers in your city. You need to contact every possible one. And then choose from what is offered to you.

Renting in all shopping centers is handled either by the contract department or the rental department. You need to find on the Internet all the contacts of rental managers from the relevant structures. Then call them, ask about available places, clarify work emails and send your presentation.

Be prepared for the fact that at first no one will answer you at all. After 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 they directly tell you that “there are no places” or “you don’t fit into our concept,” or they offer some options.

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

And here is a very important point: before this meeting, be sure to go to this shopping center, and it is advisable to go at least twice - once on weekdays, the second time on weekends.

Take a convenient observation position and count the traffic. Record how many people pass by your future store in 30 minutes or an hour.

This will allow you to identify potential traffic.

Also study the quality of parking, access roads, competing shopping centers 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 you are satisfied with everything. And then there is the signing of the agreement.

But before this, as a rule, you sign a preliminary agreement or letter of intent (this is essentially the same thing). This document specifies the footage, amount of payment, terms of cooperation, etc.

Negotiate before you sign. As a rule, you can always discount 10% of the advertised rental price.

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 “hardwired” into it, which can put you in a very unenviable position.

It is important that you are offered so-called rental holidays. Usually this is a month, maximum two. This is the time for you to prepare commercial equipment and equip your outlet. If there is no clause in the contract about rental holidays, then be sure to ask about it!

If everything in the contract suits you and you have 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 production facilities - and can advise you on a good contractor.

If your designer doesn’t know anyone, then Google and Yandex will help you - there are plenty of companies that make equipment, choose based on price-quality ratio, and don’t forget to monitor reviews.

Start hiring sellers, order acquiring, equip your outlet

While the equipment is being manufactured, simultaneously start the process of hiring salespeople. This is not a quick task; it may well take 1-1.5 months. In our experience, this is exactly how long it takes to find competent sellers.

Then you immediately need to submit an application for registration and installation of acquiring. It happens that they also delay it - until they give you a terminal, it may take a couple of weeks.

Request your copy of the contract as soon as possible. The administration of the shopping center can delay this - for example, send it to its directors and departments for signature.

And you will need it in order to install a cash register. It will need to be ordered from specialized companies and registered with the tax authorities.

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

All installation work is carried out at night, so you will need to submit a request for installation of equipment in advance.

If you did everything correctly and carried out all processes in parallel, then your outlet should start operating 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 islands are not the right format for jewelry. Like, no one approaches them, no matter who you ask, everyone’s wives avoid them. Allegedly, this in itself 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 come up, are interested, and buy.

So I thought it was necessary to at least try. Even if it doesn’t work out, rent isn’t that expensive, and you can still make a profit.

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 2020. The first month we worked to zero. For us, “zero” is 260,000 rubles in turnover.

January 2020 started off neither shaky nor slow. For the first eleven days, our turnover again went to zero. I walked around very upset. It seemed that this would continue to happen. 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 in the amount of 417,000 rubles. And this is already net profit - over 150,000 rubles. For us, this is an indicator that the format makes sense.

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

Our net profit in February was around 300,000 rubles. This is significantly more than our expectations. This means that we can definitely say 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”. Once we have fully worked out the format, we will start working on the franchise. But this is the future.

How to open your own point in a shopping center?

Opening own business not uncommon today. The easiest way to start your journey is in the field of trading goods for which demand never subsides. These include, for example, high-quality and inexpensive clothing.

In this article, we will try to outline in general terms what an individual entrepreneur will have to face when opening his first retail outlet, and we will also try to give general recommendations so that your business has a good start.

Where to begin?

Opening your own business always begins with paperwork.

Firstly, you need contact the tax office and register as an individual entrepreneur.

This is the simplest and most common registration option for the trade sector.

Please note that you will be required to pay a government fee and provide a receipt before submitting your application.

Secondly, be sure to write application for registration with the pension fund. You don't have to pay for it, but if you don't, you can easily be fined.

Thirdly, take care opening a current account necessary to pay for the services of suppliers. This step is optional and depends entirely on the operating conditions of your suppliers.

For example, many Russian wholesale companies They offer cash payment.

Within 5 business days after opening an account, be sure to notify the tax office and pension fund to avoid receiving a fine.

Upon completion of all procedures, which usually last about 5 days, you will be officially considered individual entrepreneur.

Suppliers

Choosing a supplier is a very responsible step. By choosing a reliable and responsible company, you will not experience problems with supplies and expanding the range.

You should choose a supplier based on the product you plan to sell. If this is everyday inexpensive clothing, then you can purchase it directly from China, but this is associated with certain difficulties in state certification, which is mandatory for clothing.

Fortunately, clothing from domestic manufacturers does not lose popularity. Its delivery and purchase is much faster.

For example, many wholesalers provide the opportunity to pick up an ordered batch of goods directly from a warehouse or order all the necessary products via the Internet.

In addition, you will have the opportunity to visit the supplier yourself and evaluate the quality of the product yourself before starting cooperation.

Selecting a location

The ideal point of sale for inexpensive clothing would be a separate module in a shopping center. In this case, you will not have to solve many additional organizational issues that will be dealt with by your landlord, the administration of the shopping center.

A huge advantage is that the shopping center provides a constant flow of customers, much greater than when opening a separate store. The larger and more famous the shopping center, the better for you, and it practically does not matter where in the city it is located.

The choice of location of your trading module in the shopping center premises should be made taking into account certain features:

• It’s very good if there are one or two stores nearby similar topics. For example, if you are selling men's suits, try to rent a place in the zone men's clothing so that your target audience reaches your store.
• Make sure your store's prices are roughly on par with those of your competitors. Agree, a boutique with luxury clothing It won’t look very good next to cheap clothing stores for the whole family.
• Try to choose a place no higher than the second floor of the shopping center, where the flow of visitors is always greater.

Rental prices for retail space are usually set per 1 square meter.

Most often, they can be used to judge how successful the location of the module is and how high the overall attendance of a given shopping center is.

The more convenient the retail outlet is located for buyers and the more popular the shopping center, the higher the rental price. To start entrepreneurial activity a module of 50-100 sq m is suitable.

Equipment

List necessary equipment Not too big for a point in a shopping center.

First of all, you should take care of cash register. It can be purchased or rented. Try to also get a payment terminal that accepts bank cards. Nowadays no self-respecting store can do without it.

For ease of use, install a computer. An inexpensive office model is quite enough to work with the availability of goods and place orders. Plus, the computer will provide your customers with additional ways to contact you.

In order to present the product to the buyer, you will need racks or hangers. They can be located along the walls or form small islands right in the middle of the hall. Be sure to display mannequins in the windows that will advantageously present the product to future buyers.

Don’t forget to install fitting rooms – a mandatory attribute of any clothing store.

Staff

No store is complete without staff. It is believed that there should be one employee for every 50 square meters of store area. At first, it’s better to work in the store yourself.

This way you can not only save on payments, but also better understand what the store is missing and how to eliminate existing shortcomings. Besides, there is no person who would be more interested in the development of this business than you.

In the future, you may need to hire one or two employees.

In terms of personnel, the advantages of locating in a shopping center again appear: you do not have to additionally hire security guards and a cleaner.

Expenses

Surely, this question worries you most of all. Unfortunately, it is very difficult to give a definite answer to this.

The total costs of opening your own retail outlet consist of:

• Costs of opening an individual entrepreneur;
• First purchase of goods;
• Purchase or rental of equipment;
• Rental of retail space;
• Other expenses.

In addition to the costs of opening an individual entrepreneur, which, by the way, is only 800 rubles, costs for other items can vary significantly depending on the city, the chosen shopping center, the area of ​​the premises and the amount of equipment required.

This article was prepared with the support of a trading company « Business fashion» - manufacturer and wholesale supplier of stylish and modern business clothing for men of all ages.

Note:

Original:

Organizing an island in a shopping center: how to open your own business

How to open your own island in a shopping center? Many people think about business, so opening an outlet in a shopping center can be the beginning of the successful development of a new enterprise.

Why is it better to start with the opening of an island in a shopping center? There are several reasons, among them the following:

• small amount of investment in the project at the very beginning;
• a large flow of buyers, as a result, an increase in sales.

Of course, it all depends on your ambitions, but organizing 1 island will not require large-scale costs. Start by finding the right product. You can always sell fun gifts or fresh juices. Starting such a business does not require large investments.

Register your status. For some entrepreneurs, it is easiest to open an individual entrepreneur, while others prefer to work under a patent.

Many shopping centers can offer entrepreneurs free shelving. By choosing this option, you will save a lot.

Having your own island will help you determine the demand for goods. You will learn about what products should be offered to consumers. This is the ideal way to bring a small business to market.

If you have enough funds, buy your own equipment. Later, you can easily transport the island to another shopping center located in a busier place. This will increase the profitability of your business.

How to increase profits from an island?

Always research demand. It is knowledge of customer preferences that will ensure the profitability of the business. Offer something that is not available in other departments of the shopping center. Of course, only relevant products need to be brought to market.

Update your assortment and attract attention with promotions. Pay attention to the design of shop windows. It’s very good if you can offer customers products that accompanying goods from neighboring stores.

Learn more about sales techniques. Offer consumers to complete the product. You can sell accessories and additional parts, for example, sell cases or batteries along with equipment. Good results are achieved by holding a promotion when 3 products can be bought for the price of 2.

Try dividing the island into several parts, displaying certain goods in each sector. This way, customers will not pass by, but will begin to walk around the isle in search of the desired products.

Personnel, advertising and equipment

Pay attention to staff discipline. This is an important point, since the quality of service directly affects sales.

Even if you are going to work in the shopping center yourself, you will need at least 1 employee per shift. The number of employees can be increased if the business develops successfully.

Usually 2 people are required for 1 island, then the work will take place in shifts.

Separately, it is necessary to say about the cost. You can open a trading kiosk with a starting capital of $1,500. Of course, a lot depends on the shopping center itself and its location.

To get started, purchase the following equipment:

1. Showcases and racks.
2. Computer.
3. Cash machine.
4. To prevent theft, install a video camera. It is also necessary to control transactions.
5. Signs and promotional materials.

The last 2 points are important, but you can wait until the business starts making a profit. This way you will reduce costs.

Remember that you will have to pay rent for the premises. In addition, telephone and internet charges will apply.

Of course, a small business only works well if its owner is active. Therefore, do not sit idly by, do everything to ensure trading dynamics. Adapt your assortment to customer needs in a timely manner.

Study the trends of the current season, concentrate on the most profitable areas. For example, at the end of the year, New Year's paraphernalia sells well, and in the summer the demand for juices, milkshakes and ice cream increases.

At first, most of the income will go to rent. If you do everything right, your money flow will increase over time. First you must recoup your investment, and only then will you receive stable income.

If you wish, you can open islands in other shopping centers. Creating a network of retail kiosks will increase profits. Beginning entrepreneurs very often open franchise islands. In this case, the parent company helps them get started.

It increases the likelihood that you will successfully start and develop your business.

Now you know what to open in a shopping center. Your island will work when the shopping center is open. Sometimes you will need to remove goods in the evening and put them on display in the morning, but in most shopping centers there is no need to remove products from the shelves.

Conclusion

Opening an island in a shopping center can be called a great way to try your hand at business.

At the beginning of your work, your goal will be self-sufficiency, later you will begin to receive regular income. Remember that you will have to pay rent and there will be other expenses.

To increase your income, work on your sales techniques and don’t forget about product advertising.

Business Model Overview: An Island in a Shopping Center

Opening a shopping island is an attractive idea for small businesses. This is an economical type of retail that does not require high start-up investments. One of the less risky options is working under a franchise.

In search of an economical, but convenient and functional place for sales, many entrepreneurs turn their attention to an island in a shopping center.

This interest is understandable: if there is not enough money to open a store in a separate room, then an excellent opportunity to start a business without significant start-up investments is to install a lightweight modular structure in the central part of the hall, in a gallery or passage of a shopping center, where there are the most visitors. However, practice shows that this species retail It has its own characteristics that should be taken into account by those who are thinking about opening it.

Pros and cons of islands

Like any business, trading islands have their advantages and disadvantages, which future owners should be aware of in advance.

Pros:

• Compactness (on average from 2 to 15 sq. m), which allows you not to overpay for rent
• Possibility of selling a wide range of both food and non-food products and services. Here are just a few of them: ice cream, sweets, gadgets, perfumes and cosmetics, express manicure (nail bar), accessories, coffee, leather goods, watch repair, express payments, pawn shop, jewelry, etc.
• Convenient location in the “pass-through” areas of supermarkets
• Ease of assembly and disassembly, mobility (if there is a wheelbase)

Minuses:

• Absence storage facilities, fitting rooms (which narrows the range of goods for sale)
• Limited display space (if there are miscalculations in determining demand for products, there is an excess of unclaimed items)
• Strict standards for the type of retail structures, which are often introduced by the landlord.

To minimize risks and unplanned investments when opening a trade on an island, you need to carefully study the rental conditions, analyze the trafficability of the selected point and the presence of a target audience for your type of goods and services.

Selecting a location

When designing large stores or multifunctional centers, as a rule, the layout of free space already takes into account the presence of shopping islands. During the process of putting the facility into operation, their number may change, but only slightly.

On the one hand, this allows future tenants to look in advance for the best places to open their own “point”; on the other hand, it becomes necessary to take into account the interests of the landlord, who often makes demands on island owners to work in accordance with general concept center.

An important criterion for choosing a location for a trading island is the traffic indicator (see Fig. 1)

Fig. 1 TOP 10 most “passable” places in Russia

But it would be a mistake to make a choice based only on the popularity of the shopping center.

It has been noticed that in the most “pass-through” supermarkets, the more successful islands are those representing recognizable brands with big names: branded brands of watches, ice cream, cosmetics, jewelry.

If next to them there is an original, but “unfamiliar” manufacturer, “banner blindness” begins among visitors to the shopping center. It is difficult to influence it without special marketing tricks that require additional costs.

In addition, the more “serious” the landlord is, the more conditions he has. For example, the Arena shopping mall (Voronezh) requires that the islands do not exceed a height of 160 cm, be transparent and equipped with internal lighting, so as not to disturb the visitors’ perception of the main shopping galleries.

Representatives of centers with " famous names» often wish to receive a colorful booklet from the retailer upon approval detailed description trading island and many of its images in the interior of the hall. This additional expense: design bureaus estimate such an order at 60-70 thousand rubles.

This is why experienced entrepreneurs advise beginners to “start” in less pretentious and large trading enterprises, while choosing places with high traffic, but a minimum set of counter conditions of the landlord. This will allow you to show maximum imagination in decorating a shop window, product presentation, etc. And you will compete with neighboring kiosks mainly due to the originality of the idea and the profitable presentation of your product.

Which product should I choose?

One of the first questions a future retailer has is: what to sell in the sales area on the islands? What to prefer: edible products or non-food products? Who should you bet on: the public focused on consumer goods, or the discerning buyer of exclusives?

Magazine “Trade Practice. Retail Equipment" in 2014 published a forecast for the retail market until 2020 (see Fig. 2)

Fig.2. How is retail trade developing in Russia?

As you can see, the markets for food and non-food products are almost the same in dynamics: economic difficulties recent years make themselves known. Let's look at examples of successful projects from the TOP - the 25 most profitable franchises 2020 according to forbes.ru.

Cocktails Tea Funny Point

The original food brand for pedestrian areas. Based on the preparation of the “bubble tea” cocktail, invented in Taiwan, which includes tea, milk, syrup and jelly-like balls with juice inside.

Advantages:

• the shopping island takes up little space - about 4 m²
• royalty in the amount of 4% of revenue is paid from the second year of operation
• start-up capital(about 0.8 million rubles) can be obtained from Rosbank under the “Successful Start” program
• the design of the retail island and equipment placement was developed by the franchisor and successfully implemented in large shopping centers, which helps to avoid additional approvals with landlords.

Designer T-shirts Provocation

Many visitors to the largest supermarkets remember the bright windows of the islands of the Provokatsia brand, where you can buy T-shirts with hooligan prints.

The owner of the stores and creator of the franchise, Hasmik Gevorkyan, recalls that a buyer “threw this successful idea” to her.

She opened her first store in Kursk, and now represents the brand’s products in large Moscow malls, and another 91 points are the result of a partnership with franchisees.

• Estimated initial investment– 0.55 million rubles.
• Profit: 3.57 million rubles.

Car device for “advanced” buyers

Those who plan to open trading islands in trading floors draw business ideas from successful projects.

In 2009, they began selling automotive electronics: navigators, DVRs, radar detectors and accessories - under the Autodevice brand.

Today it is one of the most profitable franchises, according to Forbes version. The cost of the initial investment is 0.9 million rubles, profit is 2.1 million rubles. The Autodevice offer for franchisees is interesting because lump sum minimal - only 39,000 rubles, and there are no royalties.

Summary: The main rule when choosing a product for sale in a trading island format is to focus on target audience.

For success, not only the idea is important, but also a well-executed concept, attractive display design, consideration of popular and non-traditional positions, and a clear promotion strategy.

All these requirements are met by franchises that have already proven themselves as profitable business. By using them, you can minimize possible risks.

What to consider when opening a trading island?

Before you start your own business, take advantage of expert advice to help you avoid annoying mistakes:

• When choosing a place to rent, do not limit yourself to the simplest solutions (“by acquaintance”, “closer to home”, “largest store”, etc.), arrange a small “tender” for landlords, indicating your wishes on the Internet. It’s better to choose from several offers - less likely to miss
• Study the shopping center audience! Where the public lives, who come to buy food or furniture, gadgets are unlikely to be in demand
• Don’t hope that the business will start working without your participation: at least for the first time, you will have to supervise the hired sellers. Consider the travel time factor to the store and back. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow estimated that it took them 4 hours a day to do this
• Be extremely careful when choosing an island contractor! Study reviews about it on forums, get “live” recommendations, read the contract in advance, project documentation. You must be confident that the delivery and launch of the finished module will be met and that the supplier will not lose interest in you if you notice a design defect and ask for it to be corrected.
• By approaching the organization of your business with due attention, you will get a competitive business that will bring you satisfaction and profit.

How to open a retail outlet from scratch in the market and shopping center

Small business can be started with small retail store. In this case, the risk of bankruptcy is minimal, and this starting option will be the most optimal.

And this article will help answer questions about how to open a retail outlet from scratch, where to open it, how to choose the right range of goods sold, organize a pricing policy and keep records correctly.

Peculiarities

To begin with, the amount of starting capital is determined and the products sold are selected. A search is made for suppliers whose conditions are favorable and convenient for those opening office work. At the first stage, it is recommended to select related product groups.

When opening a retail outlet in public places - in a market or in a shopping center, registration of an individual entrepreneur will be required.

Moreover, the optimal choice of the system by which taxes will be paid to the state is important. The most common tax system is the simplified tax system.

The selection of the location where the retail outlet will be located is carried out very carefully. Competitors' stores should not be located in close proximity to the opening outlet.

Having decided on the location, you can agree on the cost and rental conditions. When concluding a lease agreement, you should pay attention to the possibility of early termination.

Purchase of commercial equipment to create appearance and store design will greatly affect the loyalty and trust of potential customers.

Hiring a salesperson is mandatory so that the businessman has time to do other things organizational issues. The friendliness of the seller and his good guidance in the assortment will affect the success of the retail trade and its profitability.

Price policy

The cost of the proposed product should be thought out depending on the capabilities of the target audience - whether it will be a budget product designed for a large part of the population, or an elite one.

It is preferable to choose an intermediate price setting option.

To set the optimal markup for products sold, you should analyze the prices most often set in the sales region; it is necessary to study pricing policy competitors and adjusting the prices of an open outlet from scratch.

Automation of retail sales

At the initial stage of office work, it is important to promptly obtain reliable data on its active state. For this purpose it is desirable to automate this business by selecting a functional accounting program.

Purchasing expensive software products not justifiable for a small company due to the associated purchase and maintenance costs.

Online accounting systems do not require installation; they are basically Internet applications that do not require downloading or updating. Their capabilities:

• Organization of sales at several points;
• Using the seller interface to register a sale;
• Generating reports by shift and for the selected period;
• Creating and printing documents;
• Automatic and manual assignment of discounts;
• Carrying out cash and non-cash sales;
• And other.

Such programs provide data on profitability, profitability of a retail outlet, cost and volume of goods sold, trade dynamics, balances and movement of products sold, the state of non-cash and cash funds, income and expenses for certain items.

The main advantage is the use of a barcode scanner and printer for printing receipts and labels, which will simplify the registration of actual sales and record keeping in general. Beginners can use the system for free and without a time limit.

Assessing expectations

Before opening a retail outlet from scratch, you should imagine the level of your desired income.

At the same time, you cannot do without certain costs: rent, the cost of the first batch of products sold, the costs of arranging the rented premises and advertising, wages for hired workers, and registering an enterprise.

By calculating the costs of opening and estimating the possible income, you can calculate the approximate payback period for this business. A development strategy must be formulated and the goal to be achieved must be defined. To calculate the achievability of a goal, you can resort to the KIPRO mathematical formula.

Legal aspects:

• Choice of organizational and legal form;
• Collection and preparation of documents for registration of a legal entity or individual entrepreneur;
• Registration with tax, statistical authorities, Pension Fund and etc.;
• Obtaining licenses to sell retail goods;
• Registration of rented space;
• Obtaining permits from the fire inspectorate, sanitary and epidemiological station, etc.;
• Purchase and registration of a cash register;
• Opening a bank account.

As the above documents are completed, hired employees are selected.

Trading Rules

When opening a retail outlet, a businessman should know certain rules trade.

Having decided to start such a business, you should contact the administration of the retail segment and make inquiries regarding the rental of space for retail premises. Each market has its own options.

Having registered your enterprise, you recruit hired salespeople. If the outlet is not promoted, payment wages will be very difficult for your employee.

Check this one out helpful advice in the video:

Therefore, at the initial stage, one efficient assistant will be enough, with whom you can work to increase trade turnover, expanding the range of products sold and carrying out marketing moves.

Anything can happen in life. If a person suddenly loses his job, then there is no need to despair. Now there are many different ideas for starting your own business. For example, if you open a retail outlet in the market (even a small one), approaching this issue competently, this will give a person a permanent workplace and stable income for a long time. In other words, even if someone has no experience in this area, it is still worth trying this actually interesting type of activity. It's better to start small to reduce risks. After all, it’s never too late to expand your business.

Of course, for a business to start generating income, you must first think it through carefully and then invest a lot of work. The owners of successful businesses were also initially inexperienced and started with small trade, but patience, hard work and skill brought them fruit in the form of stability and prosperity. A huge advantage of running your own business is independence from your employer.

How to decide what to sell in the store

To open your own point, you need starting capital. If you don’t have one, you can take out a loan. But before you run headlong to the bank, you need to decide in which market the trading place will be located. Everyone knows that there are food, clothing, construction, automobile, mixed and other fairs.

After a market has been selected and, accordingly, an approximate category of goods (in a clothing market, for example, you cannot sell spare parts for cars), you need to study what is most in demand among the population. You also need to take a closer look at whether the traffic in the chosen location is good (the presence of a sufficient number of buyers), what goods are missing there, you need to study the prices and, using your intuition, decide what exactly will be sold in the planned store.

That is, in order not to burn out, it is necessary to do in-depth marketing research.

An important point is that it is located near the market and how popular the place is.

It is better to sell a product that a person is well versed in. If, for example, someone has a pharmaceutical education, then it is possible. Or the person has extensive experience in construction organization- Then the best option For him, there will be the opening of a point specifically in the construction market. A win-win option that does not require large expenses is a food outlet. That is, even if the market is new and has not yet gained popularity, there will still be no problems with the clientele. For example, if you open a mini-cafe, then the sellers themselves will eat there.

After carefully segmenting the market and deciding which product will be sold, you need to start looking wholesale suppliers, whose selling price is low, and the quality of the product is consistent high requirements. That is, using the Internet, newspaper advertisements or other methods, it will be necessary to study many manufacturers in detail, negotiate with them and look at samples of what they offer. Only after analyzing everything well can you make a final decision with whom to cooperate. In doing business, this moment is almost the most key factor influencing the success of the entire business.

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Necessary information for opening any retail outlet

So, regardless of what market is chosen and the product that will be sold, there is a basic set of rules that any aspiring businessman needs to know. After making the final decision, you need to contact the market administration and find out the conditions regarding the rental of the premises. It should be noted that in each market they may differ from each other, especially when it comes to rental prices. At the first stage, you can take not the entire room, but, for example, half of the pavilion.

Then you will need to officially register your business. For retail trade, the most profitable is the UTII, or patent system. Until the business gets off the ground, it is best not to hire a large number of salespeople at the initial stage, since it will be difficult to pay salaries at first. Therefore, one assistant will be enough. Working on your own can save you money to pay your taxes.

Naturally, important point is to design a point in such a way that it matches its format. Availability of various advertising banners, booklets, business cards, a varied assortment of the store, promotions and bonuses - all this will attract the buyer. He tends to return to places where he was treated with care. The product must be stored in dry and ventilated areas, otherwise it may become damp and moldy - this will definitely scare away the buyer.

The profitability of a store will be different for each individual case. But approximate calculations can be made. For example, on large goods experts advise marking up no more than 20-30% of the purchase price. You can bet 100% on smaller items. The payback will depend on how much is paid for renting the premises, on the product itself, since it may be of such a format that in some seasons its sales increase, and in others they may fall. And also from others no less important factors. On average, a small retail outlet pays for itself in approximately one year, and a larger one in two years.

Opening a shopping island is an attractive idea for small businesses. This is an economical type of retail that does not require high start-up investments. One of the less risky options is working under a franchise.

In search of an economical, but convenient and functional place for sales, many entrepreneurs turn their attention to an island in a shopping center. This interest is understandable: if there is not enough money to open a store in a separate room, then an excellent opportunity to start a business without significant start-up investments is to install a lightweight modular structure in the central part of the hall, in a gallery or passage of a shopping center, where there are the most visitors. However, practice shows that this type of retail trade has its own characteristics that should be taken into account by those who are thinking about opening it.

Pros and cons of islands

Like any business, trading islands have their advantages and disadvantages, which future owners should be aware of in advance.

Pros:

• Compactness (on average from 2 to 15 sq. m), which allows you not to overpay for rent
• Possibility of selling a wide range of both food and non-food goods and services. Here are just a few of them: ice cream, sweets, gadgets, perfumes and cosmetics, express manicure (nail bar), accessories, coffee, leather goods, watch repair, express payments, pawn shop, jewelry, etc.
• Convenient location in the “pass-through” areas of supermarkets
• Ease of assembly and disassembly, mobility (if there is a wheelbase)

Minuses:

• Lack of storage facilities and fitting rooms (which narrows the range of goods for sale)
• Limited display space (if there are miscalculations in determining demand for products, there is an excess of unclaimed items)
• Strict standards for the type of retail structures, which are often introduced by the landlord.

To minimize risks and unplanned investments when opening a trade on an island, you need to carefully study the rental conditions, analyze the trafficability of the selected point and the presence of a target audience for your type of goods and services.

Selecting a location

When designing large stores or multifunctional centers, as a rule, the layout of free space already takes into account the presence of shopping islands. During the process of putting the facility into operation, their number may change, but only slightly. On the one hand, this allows future tenants to look in advance for the best places to open their own “point”; on the other hand, there is a need to take into account the interests of the landlord, who often makes demands on island owners to work in accordance with the general concept of the center.

An important criterion for choosing a location for a trading island is the traffic indicator (see Fig. 1)

But it would be a mistake to make a choice based only on the popularity of the shopping center. It has been noticed that in the most “pass-through” supermarkets, the more successful islands are those representing recognizable brands with big names: brand names of watches, ice cream, cosmetics, jewelry. If next to them there is an original, but “unfamiliar” manufacturer, “banner blindness” begins among visitors to the shopping center. It is difficult to influence it without special marketing tricks that require additional costs.

In addition, the more “serious” the landlord is, the more conditions he has. For example, the Arena shopping mall (Voronezh) requires that the islands do not exceed a height of 160 cm, be transparent and equipped with internal lighting, so as not to disrupt the perception of visitors to the main shopping galleries.

Representatives of centers with “famous names” often wish, upon approval, to receive a colorful booklet from the retailer with a detailed description of the shopping island and many of its images in the interior of the hall. This is an additional expense: design bureaus estimate such an order at 60-70 thousand rubles.

That is why experienced entrepreneurs advise beginners to “start” in less pretentious and large retail enterprises, while choosing places with high traffic, but a minimum set of counter conditions from the landlord. This will allow you to show maximum imagination in decorating a shop window, product presentation, etc. And you will compete with neighboring kiosks mainly due to the originality of the idea and the profitable presentation of your product.

Which product should I choose?

One of the first questions a future retailer has is: what to sell in the sales area on the islands? What to prefer: edible products or non-food products? Who should you bet on: the public focused on consumer goods, or the discerning buyer of exclusives?

Magazine “Trade Practice. Retail Equipment" in 2014 published a forecast of the retail market until 2016 (see Fig. 2)

As you can see, the markets for food and non-food products are almost the same in dynamics: the economic difficulties of recent years are making themselves felt. Let's look at examples of successful projects from the TOP - 25 most profitable franchises of 2015 according to forbes.ru.

Cocktails Tea Funny Point

The original food brand for pedestrian areas. Based on the preparation of the “bubble tea” cocktail, invented in Taiwan, which includes tea, milk, syrup and jelly-like balls with juice inside.

Advantages:

• the shopping island takes up little space - about 4 m²
• royalty in the amount of 4% of revenue is paid from the second year of operation
• starting capital (about 0.8 million rubles) can be obtained from Rosbank under the “Successful Start” program
• the design of the retail island and equipment placement was developed by the franchisor and successfully implemented in large shopping centers, which helps to avoid additional approvals with landlords.

Designer T-shirts Provocation

Many visitors to the largest supermarkets remember the bright windows of the islands of the Provokatsia brand, where you can buy T-shirts with hooligan prints. The owner of the stores and creator of the franchise, Hasmik Gevorkyan, recalls that a buyer “threw this successful idea” to her. She opened her first store in Kursk, and now represents the brand’s products in large Moscow malls, and another 91 points are the result of a partnership with franchisees.

• Estimated initial investment- 0.55 million rubles.
• Profit: 3.57 million rubles.

Car device for “advanced” buyers

Those who plan to open trading islands in trading floors draw business ideas from successful projects. This is exactly how the business of Nizhny Novgorod entrepreneurs S. Seregin and M. Vakhrushev can be considered. In 2009, they began selling automotive electronics: navigators, video recorders, radar detectors and accessories - under the Autodevice brand.

Today it is one of the most profitable franchises, according to Forbes. The cost of the initial investment is 0.9 million rubles, the profit is 2.1 million rubles. The Autodevice offer for franchisees is interesting because the lump-sum payment is minimal - only 39,000 rubles, and there are no royalties.

Summary: The main rule when choosing a product for sale in a trading island format is targeting the target audience. For success, not only the idea is important, but also a well-executed concept, attractive display design, consideration of popular and non-traditional positions, and a clear promotion strategy. All these requirements are met by franchises that have already proven themselves to be a profitable business. By using them, you can minimize possible risks.

What to consider when opening a trading island?

Before you start your own business, take advantage of expert advice to help you avoid annoying mistakes:

• When choosing a place to rent, do not limit yourself to the simplest solutions (“by acquaintance”, “closer to home”, “largest store”, etc.), arrange a small “tender” for landlords, indicating your wishes on the Internet. It’s better to choose from several offers - less likely to miss
• Study the shopping center audience! Where the public lives, who come to buy food or furniture, gadgets are unlikely to be in demand
• Don’t hope that the business will start working without your participation: at least for the first time, you will have to supervise the hired sellers. Consider the travel time factor to the store and back. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow estimated that it took them 4 hours a day to do this
• Be extremely careful when choosing an island contractor! Study reviews about it on forums, get “live” recommendations, read the contract and project documentation in advance. You must be confident that the delivery and launch of the finished module will be met and that the supplier will not lose interest in you if you notice a design defect and ask for it to be corrected.
• By approaching the organization of your business with due attention, you will get a competitive business that will bring you satisfaction and profit.