How to choose a retail space for a store. How to open a store in a mall: a step-by-step plan Point in a mall ideas

Opening a trading island is an attractive idea for a small business. This is an economical type of retail that does not require high initial investments. One of the less risky options is franchising.

In search of an economical but convenient and functional place for sales, many entrepreneurs pay attention to the island in mall... This interest is quite understandable: if there are not enough funds to open a store in a separate room, then an excellent opportunity to start a business without significant start-up investments is the installation of a light modular structure in the central part of the hall, in a gallery or aisle of a shopping center, where there are most visitors. However, practice shows that this species retail there are peculiarities that should be taken into account by those who are thinking about opening it.

Pros and cons of islets

Like any business, the trading islands have their merits and demerits, 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
• The 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, pawnshop, jewelry, etc.
• Convenient location in the "walk-through" areas of supermarkets
• Ease of assembly and disassembly, mobility (with a wheelbase)

Minuses:

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

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

Seat selection

When designing large stores or mixed-use centers, as a rule, the layout of the free space already takes into account the presence of shopping islands. During the commissioning of an object, their number may change, but not significantly. On the one hand, this allows future tenants to look in advance on 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 puts forward requirements for the owners of the islands 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 “walk-through” supermarkets, islands representing recognizable brands with big names: brand names of watches, ice cream, cosmetics, jewelry are more successful. If next to them there is even an original, but "not familiar" manufacturer, the visitors of the shopping center begin to "banner blindness". It is difficult to influence it without special marketing gimmicks that require additional costs.

In addition, the more “serious” the landlord, the more conditions he has. For example, the Arena shopping and entertainment complex (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 perception of visitors to the main shopping galleries.

Representatives of centers with "famous names" often wish to receive a colorful brochure from a retailer with a detailed description of the trading island and many of its images in the interior of the hall, upon agreement. 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 trade enterprises, while choosing places with high traffic, but with a minimum set of counter-conditions of the lessor. This will allow you to show your maximum imagination in window decoration, 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 you choose?

One of the first questions for a future retailer is: what to trade on the trading floor on the islands? What to prefer: edible products or non-food items? Who to bet on: a consumer-oriented public or a discerning buyer of an exclusive?

Trade Practice. Shop Equipment "in 2014 published the forecast of the retail market up to 2016 (see Fig. 2)

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

Cocktails Tea Funny Point

The original food brand for pedestrian areas. Based on a Taiwan-invented bubble tee that contains tea, milk, syrup and jelly balls with juice inside.

Advantages:

• the trading island takes up little space - about 4 m²
• royalties in the amount of 4% of the proceeds are 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 trading island and the placement of equipment was developed by the franchisor and successfully implemented in large shopping and entertainment centers, which helps to avoid additional agreements with lessors.

Designer T-shirts Provocation

Many visitors to the largest supermarkets have remembered the bright showcases of the islands of the Provocation brand, where you can buy T-shirts with hooligan prints. The owner of the shops and the creator of the franchise Hasmik Gevorkyan recalls that this successful idea was "thrown" by a buyer. She opened her first store in Kursk, and now represents the brand's products in large Moscow malls, another 91 points are the result of a partnership with a franchisee.

• Estimated amount of 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 halls, business ideas are drawn from successful projects... This is exactly what the business of Nizhny Novgorod entrepreneurs S. Seregin and M. Vakhrushev can be considered. In 2009, they began to sell automotive electronics: navigators, video recorders, radar detectors and accessories - under the Avtodevice brand.

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

Summary: the main rule when choosing a product for sale in the format shopping island- targeting the target audience. For success, not only the idea is important, but also a well-implemented concept, an attractive window design, taking into account popular and slow-moving positions, and a clear promotion strategy. All these requirements are met by franchises that have already established themselves as profitable business... By using them, you can minimize possible risks.

What to consider when opening a trading island?

Before starting 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 decisions ("acquaintance", "closer to home", "the largest store", etc.), arrange a small "tender" for landlords, indicating your wishes on the Internet. Better to choose from several sentences - less likely to miss
• Study the audience of the mall! Where there is a public who comes to buy food or furniture, gadgets are unlikely to be in demand.
• Do not expect that the business will start working without your participation: at least for the first time, you will have to control the hired sellers. Consider the factor of travel time to the store and back. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow calculated that it took them 4 hours a day.
• Be extremely careful when choosing an island contractor! Study the reviews about it on the forums, get “live” recommendations, read the contract and project documentation in advance. You must be sure that the delivery and start-up time 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 him to fix it.
• By approaching the organization of your business with due attention, you will get a competitive business that brings you satisfaction and profit.

Price: 5 582 rubles / m² / month
Total area: 215 m²

Novy Arbat street, 6

Vitaly. Lot: 97-607-894 Direct rental of free premises on the first line of houses on Novy Arbat. Separate entrance from the first line, hall layout, large display windows, ceiling height 3 m, electric power 35 kW. Possible placement of a signboard, excellent visibility.

Price: 2 500 rubles / m² / month
Total area: 730 m²

Prechistenka street, 38

Svetlana. Lot: 98-407-991 PSN / TRADING AREA. Direct lease of free premises 8 minutes from the Park Kultury metro station, as well as close to the Smolenskaya, Kropotkinskaya and Frunzenskaya metro stations. The object is located at the intersection of Smolensky Boulevard and st. Prechistenka in the historical district of the capital in the ...

Price: 2 756 rubles / m² / month
Total area: 254 m²

Bolshaya Polyanka street, 3/9

Svetlana. Lot: 96-807-098 Direct rental of free premises, with a total area of ​​254 sq. M. Ground floor - 159 sq. m, basement - 95 sq.m. The room is located on the 1st line, within walking distance from the Polyanka metro station (700 m). The premises have 3 rooms intended for offices, 1 wet point and a ...

Price: 2 250 rubles / m² / month
Total area: 5000 m²

Stolyarny lane, 3к15

Catherine. Lot: 97-007-190 Direct lease of a detached building on the territory of the "Rassvet" business quarter. High ceilings from 3.5 m, wet spots, separate entrance, large windows. Excellent transport accessibility - check-in from Presnensky Val, Malaya Gruzinskaya Street, Stolyarny Lane. In walking ...

Price: 6,000 rubles / m² / month
Total area: 80 m²

Ostozhenka street, 30с1

Svetlana. Lot: 97-007-390 PSN / TRADING AREA. 1st LINE! Direct rental of free premises on the 1st line, 6 minutes from the Park Kultury metro station in the historical district of Khamovniki, as well as in the vicinity of the Kropotkinskaya, Smolenskaya and Arbatskaya metro stations. Within walking distance from the Kremlin. No commission. The ex...

Price: 8 318 rubles / m² / month
Total area: 41 m²

Novoslobodskaya street, 24

Svetlana. Lot: 97-607-197 PSN / CATERING. Direct lease of free-use premises (40.8 m2) in the elite complex of RENOME residential complex, 2 minutes from the Mendeleevskaya metro station, as well as close to the Novoslobodskaya, Belorusskaya and Mayakovskaya metro stations on the 1st floor. No commission. USN. Operational fees are included in the are ...

Price: 8 381 rubles / m² / month
Total area: 42 m²

Novoslobodskaya street, 24

Svetlana. Lot: 97-607-198 PSN / CATERING. Direct lease of free-use premises (41.6 m2) in the elite complex of the residential complex RENOME, 2 minutes from the Mendeleevskaya metro station, as well as close to the Novoslobodskaya, Belorusskaya and Mayakovskaya metro stations on the 1st floor. No commission. USN. Operational fees are included in the are ...

Price: 1 400 rubles / m² / month
Total area: 500 m²

1st Magistralny blind alley, 5A

Olesya. Lot: 98-007-497 NO COMMISSION! Direct rental of an isolated block on the 5th floor of a modern class B + business center. Mixed layout: open space + classrooms. High ceilings, central ventilation and air conditioning system, video surveillance, Fire safety, security systems. I operate in the business center ...

Price: 5 328 rubles / m² / month
Total area: 412 m²

Efremova street, 19k1

Price: 2 955 rubles / m² / month
Total area: 264 m²

Prechistenka street, 40 / 2s2

Svetlana. Lot: 98-307-496 PSN. Direct lease of free premises 8 minutes from the Park Kultury metro station, as well as close to the Smolenskaya, Kropotkinskaya and Frunzenskaya metro stations. The object is located at the intersection of Smolensky Boulevard and st. Prechistenka in the historical district of the capital, surrounded by a business center ...

Price: 2 758 rubles / m² / month
Total area: 113 m²

Bolshoy Savvinsky lane, 12s16

Catherine. Lot: 98-307-891 Direct lease of retail space in the Moscow Silk Business Center. High ceilings 3.5 m, 24/7 access, separate entrance for two tenants (neighbors - art gallery). Internet, telephone, supply and exhaust ventilation, teaching staff, security, video surveillance. The territory is developed ...

Price: 2 500 rubles / m² / month
Total area: 160 m²

Pokrovka street, 3 / 7s1A

Andrey. Lot: 98-307-696 Direct lease of free premises in the basement on Pokrovka. 2 entrances to the premises, separate from the yard and common with the restaurant from the street. Pokrovka. Administrative building, huge traffic, supply and exhaust ventilation. Rental vacations are provided! Possible evening ...

Price: 5 328 rubles / m² / month
Total area: 412 m²

Efremova street, 19k1

Svetlana. Lot: 98-107-990 Direct rental of free premises in the historic district of Khamovniki in the "Knightsbridge Private Park" residential complex, 5 minutes from the Sportivnaya metro station, as well as near the Park Kultury, Frunzenskaya and Luzhniki metro stations. The room is located on 3 levels (basement + 1 floor + mezzanine). Possibly ...

Price: 3 967 rubles / m² / month
Total area: 513 m²

Ostozhenka street, 25

Svetlana. Lot: 98-407-097 PSN / OFFICE. 1st LINE! Direct rental of free premises on the 1st line in the residential building "OPERA HOUSE" with 5 to 9 floors, 6 minutes from the Park Kultury metro station in the historic Khamovniki district, as well as near the Kropotkinskaya, Smolenskaya and Arba metro stations. ..

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

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

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

However, they forget to consider how many bonuses such placement gives.

The higher the rent, the more popular the place.

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

It will be easier to attract them than if the store was located in a separate area.

These and many other advantages of accommodation in shopping centers are understood by many hardened businessmen who open sales points there.

Business plan point in the mall- the first document that will be required in organizing the case.

In it, information on the store will be analyzed, systematized and counted.

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

If other people's experience does not convince you, personally evaluate the pros and cons of shopping mall placement.

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

It is important to analyze them thoughtfully so that in the end it turns out that a rather large amount of rent is wasted.

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

Prepare for what you need:

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

Planning the opening of a retail outlet in the business plan

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

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

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

This includes analyzing the target audience, shopping center visitors, calculating the size of the future average check, establishing the supply process, and choosing a marketing strategy.

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

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

Analysis of a shopping center before opening a point

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

Choosing a shopping center is easy.

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

Draw conclusions on the following indicators:

Purchasing power.

It will not be possible to look into a wallet or a bag with purchases to people.

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

Perhaps most come for fun and relaxation.

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

Competitors.

It is important that there are no direct competitors nearby.

But large anchor points of a similar theme will be beneficial.

For example, many supermarkets have pet supplies.

But they offer a meager assortment there.

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

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

It is better to hire people yourself.

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

Hiring a salesperson with experience is much preferable.

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

To motivate employees to perform better, enter a payment of a fixed% of sales or performance bonuses.

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



Build without competent promotion successful business difficult, even when placing a point in a mall.

Consider these options:

• Preparation.

  While you are preparing the point for opening, it can become a means of external advertising.

  Close up renovation work a banner on which to inform about the start of work, indicate the name and date of opening.

  Mutual benefit.

  When an agreement with a shopping center is concluded on the basis of a% of turnover, and not a fixed fee, you can ask for the possibility of free promotion for the first time.

  The management can meet halfway, because their income will depend on your success.

  Internally, the service costs much more, and the effect is lower.

  Involve "yours".

  Create special discounts to the employees of the center.

  This will draw their attention to the point.

  And if they like it with you, fame will quickly spread among friends.

  Translate into "permanent".

  Also motivate customers.

  Enter a loyalty program or a system of cumulative discounts.

Financial section in business plan point in a shopping center

Without financial section in a business plan, an entrepreneur will not be able to calculate how much money will be required to open an outlet.

It should be noted that the store will need to be “sponsored” from a personal financial pillow until the payback period.

How much money does it take to open a point in a shopping center?

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

After watching the following video, you can choose the right place in the shopping center to open your point:

"If you are asking someone to give their time and energy to the cause, then make sure that they do not experience financial difficulties."
Henry Ford

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

You need to take care of the inventory right away.

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

Try to be located near the so-called anchor points.

These are the shops that attract the majority of the mall's visitors.

A striking example is the supermarkets Auchan, Obi, Perekrestok.

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

The portrait of the average static buyer that you make during the analysis of the shopping center will remain the same after the opening of your point.

Do not indulge yourself in false hopes about this.

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

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

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

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

With due perseverance, every person can create a profitable business.

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Many small business entrepreneurs are faced with the daunting choice of opening their own standalone store or renting a small outlet in a mall. Both options have their pros and cons. St. Petersburg businessman Dmitry Ogorodnik also faced such a choice - he already had a separate store, but he also decided to take a test drive in the "island" format in a shopping center. We think many small business entrepreneurs will benefit from his experience.

34 years old, entrepreneur from St. Petersburg, general manager company "Karelshungit", which manages stores and "Shungite planet"... Education: Ryazan Institute of Airborne Forces. Dmitry Ogorodnik - author business blog , in which he shares his own experience of entrepreneurship. Until the end of 2016, the company had its own offline store; in December, a retail outlet was opened in the June shopping center.

Think over the design, make a good presentation

The advantages of shopping centers are that there is already traffic there. You will not need to spend years trying to get people to know about the location of your store and come to you. You get immediate access to a massive audience.

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

Therefore, you need to start by giving yourself an installation - your goal is not just to get into a shopping center, but to find a good passable place in any shopping center.

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

Your store design. 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 turn on your imagination and come up with arguments.

A 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 so many such agencies (at least in St. Petersburg), but they do exist.

You need to think about how the store will look like schematically - i.e. how the showcases will be located, what showcases they will be, where the checkout area will be, etc. If you have no thoughts on this, then I advise you to walk through the shopping centers and look at the already operating points. And make the decision that you liked as a sample.

Then the designers will have to turn your general scheme into a 3D visualization. This picture needs to be inserted into the presentation - what decision will be made for you depends 50% on it. Without a picture, decision makers simply won't be able to figure out if you fit into the overall visual concept of their mall.

I want to warn you right away: if you want an "island", then it is 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 the shopping centers in your city. You need to contact all possible. And then choose from what you will be offered.

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

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

Suppose you still waited for feedback, you are offered some options to choose from, and you are invited to meet with the manager.

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

Also check the quality of parking, driveways, competing malls nearby, etc.

Read the contract carefully, bargain,
ask for a rental vacation

Let's say they called you back, offered an option, you monitored everything and everything suits you. And then the signing of the contract is to be done. But before that, as a rule, you sign a preliminary agreement or a letter of intent (these are, in fact, the same thing). This document prescribes the footage, the amount of payment, terms of cooperation, etc. Before signing - bargain. As a rule, 10% of the declared rental value can always be thrown off.

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

It is important that you are offered a so-called rental vacation. This is usually a month, maximum two. It's time for you to get ready retail store equipment and equipped their point. If there is no clause about rental holidays in the contract, then be sure to ask about it!

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

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

Start hiring salespeople
order acquiring, equip the outlet

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

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

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

And at the same time it is necessary to purchase commercial equipment. In our case, this is jewelry - that's why we ordered tablets for rings, earrings and other products.

All installation work is carried out at night, so you will need to apply in advance to install the equipment.

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

And now - our experience

On the other hand, in 2011-2012 I myself worked on the "island" - and sold well. People come up, take interest, buy. So I thought I should at least try. Even if it doesn’t work, the rent is not that expensive, and it’s possible to work negatively. The main thing is to understand whether the format will work or not.

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

January 2017 began neither shaky nor shaky. The first eleven days we went to zero in terms of turnover. I was very upset. It seemed that this will continue to be so. 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 a 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, we have overtaken our closest competitors, who have been trading silver in the same shopping center for nine months. Their maximum turnover at this location 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 say for sure that this is a working format, and we will promote it.

Now they have already started looking for a new place for the second "island". When we have completely worked out the format, we will start working on the franchise. But this is the future.

Some (about one out of a hundred who are keen on the idea) decide to jump into this pool. Most often by buying an already operating store. I will consider the issue of buying an already operating business later, but for now let's dwell on the opening of a store in the "Island" format (in a simple way - a tray). The area of ​​such a Klondike, as you might guess, is limited by the amount of rent. Most often only 5-10 square meters. So, we want to open "Island" (this term is more euphonious than a tray - looking with a drag at a girl, casually declaring - "I have a store in a shopping center, a small island" - is better than "I hold a tray."

1. To begin with, what to trade. There are tons of shopping malls in the city, wholesale markets, online stores. An "idea" is like a diamond, you have to find it. And if you find a real USP (unique selling proposition), then there is already a guarantee of success. Not 100%, but let's say about thirty. The peculiarity of retail is that even if you sell mink coats half the price of the market, there will be no sales right away. And they will not be long. 1) they will not know about you; 2) those who know will be afraid to buy "why is it so cheap"; 3) those who want to buy - will hold back the money (this winter I reach the old one, and then I will buy it) and so on ad infinitum. Hysterical "SALE" and "80% discount" on the windows will not help much - now it only works for brands. A good USP can be based on Maslow's pyramid of needs (as increasing: food, apartment, clothes and shoes, medicines, educational services etc. up to souvenirs, easels, violins and Stradivarius drums).

Alternatively, you go to the USA or China (preferably Guangzhou) and go, see, choose. But this is the path of serious investments - with the amount of 2-3 million rubles, which you are also ready to freeze for a long time (delivery 2-4 months, sometimes more).

Bad luck? We want to try right away - palm trees from a dream are pricked in the back with sharp leaves. So - let's list the options "what to trade":
1.1. We are looking for something new in China, we bring it, we open up. Requires investment, plus the time and costs of the organization.
1.2. We wander the Internet in search of cool wholesale Moscow firms, look at the assortment, wander around the shopping center (shopping center), compare, again look at the assortment of wholesalers. We choose. There is no uniqueness, of course.
1.3. We buy ready business... Quite realistically, but there are two options: a) you can buy a working theme at a high price b) you can buy cheaper something that will go bankrupt with you. Consider the value of a business as a turnover for 4-6 months (of course, adjusted for profitability) for a point operating in a small plus. So, a store that makes 200,000 in turnover per month will cost 800,000 rubles-1,200,000 rubles, including equipment, inventory balance (count it at purchase prices), lease agreements, etc. If cheaper is a reason for checks, more expensive is also not good. In general, as I said above, the topic is complex - it will be considered separately.
1.4. Franchise. It requires investment, but we immediately get a) a brand, often known b) a single supplier c) help in organizing. Previously, the franchise was a utopia, now there are many interesting ones. I myself sometimes look for them on www.beboss.ru There, for example, there is Sunlight - a worthy topic.

2. We decided on the product, found what we like. Now let's calculate, this will have to be done regardless of the decisions in paragraph 1.

2.1. Rent. You are standing in a shopping center, 10 square meters. Those. of your expenses - at least 4,500 rubles. x 10 = 45.000 rubles. rent per month. But the rate of 4.500 has long been gone, "this is fantastic", so be guided by 65,000 rubles. In places like Mega, and indeed top shopping centers, the rent for the "Islands" is 10,000 rubles. per meter, i.e. your amount is 100,000 rubles.

2.2. Sellers. Robots have not yet been invented (and they will probably cost a lot), and slavery is prohibited (unfortunately). Those. finding and hiring sellers is an objective reality and a necessity. Your outlet requires 30 work shifts per month for 12 hours (from 10-00 to 22-00). This means that there are at least two sellers. How much will you pay? Well, as everywhere I don't know, focus on 1,000 rubles per shift. It's minimum. I would even say 1,200 rubles. Total for the circle comes out 36,000 rubles. in addition to rent, it is tax-free. Previously, sellers used to be taken as individual entrepreneurs - but since 2013, taxes on them have seriously increased. From taxes you will have - taxes with payroll, UTII or% of simplified tax from turnover. Feel free to mortgage 20,000-25,000 per month.

2.3. Office and warehouse. It is common for a product to be sold. Moreover - good product sells quickly, bad ones are not sold at all.

As old as life itself, the Pareto rule is in practice. Your 100 or 1000 items of goods will not be sold at once - the most popular and interesting will quickly go away, the rest will freeze and sales will fall. This means that it is necessary to plan in advance the renewal / maintenance of commodity balances. Where will you store your wealth? It is clear that the requirements for the premises are determined by the product - industrial vacuum cleaners are one thing, jewelry is another. Suppliers will bring the goods, it must be capitalized, evaluated, and price tags printed. So either a warehouse (which is less common), or just an office (which is more common). You can, of course, at home - but this is not an option.

2.4. Accounting system. Ordering goods to a supplier is an intimate and exciting process. To say "drop by the store and take what has sold" is a pleasant option, but unrealistic. Especially if the supplier is in Moscow. Those. you need a) a computer, b) a program (Excel will not work here, you need to receive goods, write off sales, control balances). The best way, of course, 1C 7.7. You can even 8.0, if you have money - but a lot of them have already gone. So we add a laptop (10,000 rubles) and 1C (15,000 rubles). In general, 1C TIS 7.7 is better. + URIB (distributed database management) - but this is already deep in the development perspective. We will also mention a printer for printing price tags and invoices, and Internet access for work (if you rented an office).

2.5. A legal entity with a current account (most likely an LLC) is 15,000 rubles. Immediately discuss with the bank the installation of a payment terminal - now 50% of buyers with cards. Moreover, the cards allow you to spend money without interest, but interest is charged to withdraw from ATMs, i.e. the strategy to save on the terminal in the form of "go simulate and buy" will not work. SKB Bank requires 25,000 rubles. for installing the terminal - laughing, we go to Bank24ru and get the terminal as a gift to the current account. I also installed terminals for free at MDM Bank and Sberbank.

2.6. Outsourcing bookkeeping. Find a friend - everyone has an accountant's acquaintance, and while your turnover is small, 5,000 rubles. a month is enough.

Phew ... tired. We were left with the choice of a place (I deliberately do not designate it as a priority - there are many nuances. The place is important, but not primary in the sense that all the best places are not for you, unless of course dad is the owner of this shopping center, but there is always a choice from what, so it's not scary). Further inventory and assortment; lease agreement, selection and purchase of equipment (with a design project of course).

But that's all in the next issue. " Trade point for Dummies" :)))

UPD. If the topic of the work of retail outlets is interesting - I will write - a look, as they say, from the inside. So add as a friend and leave comments to identify interest in the topic.

While there is no interest, well, figs with him - there will be interest - we will return the topic.