Price: RUB 5,582/m²/month
total area: 215 m²
Novy Arbat street, 6
Vitaly. Lot: 97-607-894 Direct rent 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, electrical power 35 kW. Possibility of placing a sign, excellent visibility.
Price: 2,500 rub./m²/month
Total area: 730 m²
Prechistenka street, 38
Svetlana. Lot: 98-407-991 PSN/TRADE AREA. Direct rental 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...
Price: RUB 2,756/m²/month
Total area: 254 m²
Bolshaya Polyanka street, 3/9
Svetlana. Lot: 96-807-098 Direct rental of free-use premises with a total area of 254 sq.m. First floor - 159 sq. m, basement - 95 sq.m. The premises are 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...
Price: RUB 2,250/m²/month
Total area: 5000 m²
Stolyarny Lane, 3k15
Catherine. Lot: 97-007-190 Direct lease of a detached building on the territory of the Rassvet business district. High ceilings from 3.5 m, wet points, separate entrance, large windows. Excellent transport accessibility- check-in from Presnensky Val, Malaya Gruzinskaya Street, Stolyarny Lane. Within walking distance...
Price: 6,000 rub./m²/month
Total area: 80 m²
Ostozhenka street, 30с1
Svetlana. Lot: 97-007-390 PSN/ TRADE AREA. 1st LINE! Direct rent of free premises on the 1st line, 6 minutes from the Park Kultury metro station in the historical Khamovniki district, 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 rub./m²/month
Total area: 41 m²
Novoslobodskaya street, 24
Svetlana. Lot: 97-607-197 PSN/CATTERING. Direct rent of a free-use premises (40.8 m2) in the elite complex 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. Operating fees are included in the rent...
Price: RUB 8,381/m²/month
Total area: 42 m²
Novoslobodskaya street, 24
Svetlana. Lot: 97-607-198 PSN/CATTERING. Direct rent of free space (41.6 m2) in the elite complex 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. Operating fees are included in the rent...
Price: 1,400 rub./m²/month
Total area: 500 m²
1st Magistralny dead end, 5A
Olesya. Lot: 98-007-497 NO COMMISSION! Direct rent of an isolated block on the 5th floor of a modern class B+ business center. Mixed layout: Open space + offices. High ceilings, central ventilation and air conditioning system, video surveillance, Fire safety, security systems. I operate in the BC...
Price: 5,328 rub./m²/month
Total area: 412 m²
Efremova street, 19k1
Price: RUB 2,955/m²/month
Total area: 264 m²
Prechistenka street, 40/2с2
Svetlana. Lot: 98-307-496 PSN. Direct rental 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 business centers...
Price: RUB 2,758/m²/month
Total area: 113 m²
Bolshoi Savvinsky Lane, 12с16
Catherine. Lot: 98-307-891 Direct rent retail space in the Moscow Silk business center. High ceilings 3.5 m, 24-hour access, separate entrance for two tenants (neighbors - art gallery). Internet, telephone, supply and exhaust ventilation, teaching staff, security, video surveillance. The territory has a developed...
Price: 2,500 rub./m²/month
Total area: 160 m²
Pokrovka street, 3/7с1А
Andrey. Lot: 98-307-696 Direct rental of free-use 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 holidays available! Possible evening...
Price: 5,328 rub./m²/month
Total area: 412 m²
Efremova street, 19k1
Svetlana. Lot: 98-107-990 Direct rental of free-use premises in the historical Khamovniki district in the Knightsbridge Private Park residential complex, 5 minutes from the Sportivnaya metro station, as well as close to the Park Kultury, Frunzenskaya and Luzhniki metro stations. The premises are located on 3 levels (basement + 1st floor + mezzanine). Possibly...
Price: RUB 3,967/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 OPERA HOUSE residential building with a number of floors from 5 to 9 floors, 6 minutes from the Park Kultury metro station in the historical Khamovniki district, as well as near the Kropotkinskaya, Smolenskaya and Arba metro stations. ..
For trade, it is preferable to rent rather than buy premises. This has an undoubted number of advantages, one of which is the opportunity to short time react to changes. In this case, the tenant can quickly change location.
Customer flow may change dramatically due to external factors. So, if a large and prestigious shopping and entertainment center is being built nearby, it will certainly attract a large number of buyers. Ultimately, this can make the other store's business unprofitable.
We must not forget that the purchase commercial premises subsequently requires the fulfillment of a number of obligations. If you have to reduce the number of retail outlets, then selling the premises becomes not so easy. Then you have to think about renting it out, and this is work in a completely new line of business.
You need to choose a premises after the entrepreneur is clear about the format in which he plans to work.
There are quite a lot of accommodation options. You can open your own outlet in mall, a separate building or make it mobile.
There are a number of factors that need to be considered when choosing a room. They will be considered in more detail.
The article turned out to be long, so use the content.
Location estimation
This includes several nuances that an entrepreneur must take into account in order for subsequent work to be effective:
- Area potential
If it is insufficient, then there is no point in opening your own retail outlet there. At the same time, you need to determine the trading zone correctly. For average supermarkets it is about 1.5 kilometers, which is equivalent to a quarter of an hour's walking distance.
It is also very important to understand how to determine potential, what to take into account? The components will be:
- security of the population of the region;
- purchasing behavior of people living in the area.
When assessing the capabilities and desires of the population, you need to pay attention to the following features:
- level of development in the area;
- number of residents in the area;
- infrastructure development;
- location of important facilities (this includes shopping centers, parks, transport routes, stops).
- Traffic nearby point of sale
It is very important to clearly understand how many people walk around the outlet. All information obtained when assessing the potential of the area must be plotted on a map, and then the level of consumer flows must be assessed.
A very important question will be: is it convenient for the buyer to get to the store? This issue is especially acute for stores that open on the outskirts, because there the bulk of purchases are made on the way home. In general, you need to be extremely careful when opening retail outlets in such places.
- Presence of competitors nearby
It is very important how close the competitors are. The fewer there are, the better it will be for the profitability of the future outlet.
If there are no competitors nearby at all, this can often mean that the niche is simply not in demand in a particular area.
- Social orientation
If rich people live in the area, then they are unlikely to be interested in non-branded clothing, for example. The elite class prefers boutiques, fashionable clothes. Therefore, it is worth comparing the desires of potential clients with what the entrepreneur can offer them.
- Driveways
Any retail outlet should be convenient and easy to get to. If the store does not have a convenient entrance, many will probably find an alternative. At the same time, you need to understand who the potential buyer is and how he will get to the store. If these are fairly rich people, then they need to be provided with parking spaces. In this case, the calculation must be made from the following data: for every 25 m 2 of area, on average, 1 parking space is required. If the main buyers are low-income citizens, then there is no need to worry about parking.
Location in a shopping center, premises requirements
It is equally important to evaluate the premises and its location inside the shopping center. Special attention you need to pay attention to the following factors:
- Store area, comfortable conditions
It is very important that the person inside the room feels comfortable. We must not forget that when located in a shopping center, there can often be an influx of customers, especially if the product is in demand. That is why it is necessary to provide potential buyers with comfortable conditions.
- Location inside the shopping center
A significant factor here will be how far the room is from the entrance or exit. The closer, the better. This means that the client will first enter this store and make a purchase. If he couldn’t find something suitable in another store, he can go to the one closest to the exit and make a purchase there.
- The shape of the room and a number of other aspects
The most spacious and comfortable room is a rectangular one. If it comes to apartment-type stores, then choosing them is not recommended.
You definitely need to find out about the possibility of redevelopment if necessary, and the condition of the premises. It is equally important to find out which store was located there previously - perhaps it had a bad reputation, which may scare off some of the customers of the new store.
About the audience and visitor flows
Many entrepreneurs grab the first opportunity to open in a particular shopping center, which is a serious mistake. It is very important to conduct a detailed analysis of the customer flows of a particular store. Moreover, both quantitative and qualitative indicators are important here. You can do this in one of the following ways:
- Visit the shopping center on your own. It's worth staying in outdoor cafe next to the proposed premises. This will help you calculate how much the person will pass nearby at one time or another.
- Find out about the profitability of opening in a shopping center by contacting another tenant or an employee of one of the stores.
- Ask for the landlord's details.
- Conduct a survey yourself on a local website or in social networks among the population that can be classified as target audience. In this case, the questions can include information about the area of residence, visits to shopping centers (specific names can be used).
- Monitor check-ins of a specific customer segment (this is possible if there is access to information in other stores, for example, if a second or subsequent outlet is opened).
Additionally, the circle will be narrowed based on the price factor. You should also take into account the landlord's requirements and additional services.
Components of success
An entrepreneur must not forget that the success of a store consists of a number of factors:
- 30% of the correct choice of store format;
- 30% of the correctly selected location;
- 40% from the situation in the store, the work of the staff, the quality of the goods and a number of other points.
At the same time, it is worth paying attention not only to the shops, but also to the islands. This is the name for open-type display cases that are located in corridors and passages. This concept is often preferred for assessing the profitability of a shopping center operation. They are often used as seasonal points of sale. Of course, testing takes a lot of money and time. It makes sense to use it if there are other outlets and sufficient capital.
Engineering systems
Be sure to pay attention to whether the room contains:
- electricity;
- water supply (if required);
- fire alarm;
- sewerage (if necessary);
- heating;
- air conditioners;
- ventilation system.
You need to take a particularly responsible approach to studying information about available electrical capacities. If there are not enough of them, then the store simply will not be able to function normally.
When calculating the required electricity, you need to take into account all possible costs, including lighting, kettles, etc.
Pay attention to the features of your own business
Much depends on the specifics of sales. When choosing a format and location, you need to consider:
- what will be sold;
- what sizes will the goods have;
- how diverse is the assortment;
- whether visual advertising will be required for the products sold;
- flows of customers who are aimed at purchasing goods in a specific store (people, as a rule, do not stand in queues at island outlets);
- popularity of the store or brand used by the entrepreneur (than more famous brand, the easier it will be to sell products and the more customers the store will have).
It is important not only to choose a store format, but also to understand how to promote your product. “Will it be possible to attract customers in this shopping center?” – this is exactly the question an entrepreneur should ask himself, having worked out the answer to it in detail. Some promotion methods simply cannot be used in certain premises or stores, which may result in refusal to rent.
Installing an island - where is it more profitable?
Undoubtedly, the greatest success is found in those island retail outlets that are located near the entrance. But it is quite difficult to obtain such a position, especially if the entrepreneur does not have regular customers. Most often, well-known representatives and branded companies are located here.
Island points are also called “floating” because they can move without problems. This option is an excellent solution for beginners. The island format is most suitable for selling the following products:
- electronics;
- toys;
- bijouterie;
- souvenirs.
Here are three tips to help you get the most out of your island store placement:
- Such formats take root best in places where people are focused specifically on purchasing goods, and not on entertainment or dining.
- It is very important that there are no retail outlets with the same product nearby. Non-exclusivity kills this format.
- No "shadow" placement. The retail outlet should not be blocked by many well-known stores.
It is imperative to pay attention to what exactly customers want to purchase in a particular shopping center. If they are used to buying branded items, then there is no point in placing a new unknown store there. The only exception is exclusive items such as jewelry and accessories. It is important to remember that:
- You will have to interest potential buyers. To do this, you will have to spend money on a good, bright display case.
- Only experienced sellers will be able to sell in a large flow of buyers. It’s simply not possible to save on specialists.
- In large shopping centers there are quite a lot of rules that you will have to follow. That is why it is necessary to familiarize yourself with the lease agreement in advance.
Stationary retail outlet - how to choose a more profitable one?
When choosing a stationary retail outlet, you need, first of all, to start from the flow of customers. At the same time, it is very important to separate potential (target) buyers from everyone else. There are a few questions you need to ask yourself:
- What other products can a potential client buy in this shopping center?
- Why do people buy certain products?
- What can an entrepreneur offer his visitors that they won’t find anywhere else in this shopping center?
These questions will help you understand whether it is advisable to locate in a given shopping center at all, and what level of traffic the store will have.
When choosing, a definite advantage will be the presence of the following facts:
- There are many shops on the floor that are visited by potential clients, and the goods in these outlets do not compete with the goods of the entrepreneur.
- If a large number of people of the desired price segment visit this shopping center.
- No competitors nearby. It’s even better if they are not in this shopping center at all. At the same time, you need to assess the level of competitiveness in order to assess your capabilities and make a decision on renting.
Placement in a shopping center or a free-standing store?
A shopping center is not always more promising than a free-standing store. Here you need to proceed from the products sold and the target segment.
For example, many representatives of the middle and low price segment (entrepreneurs selling goods at low prices) are located in separate premises. This is due to the fact that people often use public transport to get around. By the way, many of these outlets often become more successful than outlets in shopping centers.
But it is best to open branded stores in well-known and large shopping centers. This strategy is the most profitable for them.
To understand the difference, it is necessary to compare the advantages and disadvantages of both formats.
Stores located in shopping centers will have the following advantages:
- occupancy;
- uniform design style;
- presence of a manager;
- the presence of non-core anchor tenants that increase the flow of buyers.
As for the minuses, they are as follows:
- difficulties in obtaining a retail outlet;
- strict contract terms;
- high price;
- possible increase in rental price;
- dependence on the shopping center in terms of opening times;
- mandatory obedience to a unified work schedule;
- difficulties and limitations in the delivery of goods;
- restrictions regarding the use of elements that are branded for the entrepreneur’s store;
- the need to coordinate one’s own actions;
- the need to meet a range of visitor needs;
- different revenues depending on the days of the week (the peak is on weekends, on weekdays the sales volume is much lower);
- the danger of a decline in consumer interest in this shopping center.
Separately placed standing store It also has its advantages and disadvantages. The undoubted advantages include:
- Constant eye contact with potential clients;
- customer focus on a specific product or brand;
- the ability to change the format of your work depending on surges in pedestrian traffic;
- independent determination of opening time;
- the ability to use any necessary advertising methods;
- no need to agree on operating hours or store design format.
The disadvantages include:
- the need to establish relationships with various service organizations;
- rather complex shapes of premises, which may not correspond to the wishes or standards of the organization.
An entrepreneur must make a decision himself, because, alas, there is no universal solution.
And now I’ll give advice from the book, in which the founders of the Mosigra company described the process of finding premises for their stores.
Crossing streams
Before choosing a location for a new point, you must pay attention to the intersection of streams. The store should be located in such a place that it is convenient to reach it: on foot, by car, public transport or by metro.
Ordinary resident in big city basically walks along its main routes and almost never deviates from them. You need to place your store in such a way that it is as close as possible to the route people take. It should be located somewhere between houses, offices or your vacation spot.
For Moscow, such points are located near ring metro stations, as well as those located on the Garden Ring. The result is the intersection point of the main highway and the main flow of public transport.
The next step is to select the area where you want to search. You can outline a small area near your chosen metro station. In the middle of the resulting area, you need to compare the visibility of the place from the roadway, the distance to the metro, some visual landmarks, and so on.
For example, at Kurskaya we were offered a place that was quite expensive, but located right in the metro building itself. A man came out of the subway and immediately a few meters away was our store! We assessed the pros and cons and decided to take a chance. They opened for a lot of money and were not disappointed. Today this is one of the most popular stores.
What to do if the store is located on the outskirts of the city? In fact, on the outskirts the share of self-pickup is much less than in the city center. Therefore, the accessibility of the store location from the stop does not play a special role. A store located at the final metro station will not work for the city, but only for this area. With this option, you don’t need to think about a store located somewhere on the street; you need to find a shopping center that is located closer to the metro station. This will be the place that attracts customer traffic. This is the place where you need to open a store.
For example, if the point is located on Teply Stan, then this is precisely the intersection of such flows: a metro station, a large number of houses located nearby, cafes, buses. We opened in a shopping center near the metro. The center itself was nothing special, but people constantly go there to shop. This is where we find them!
How to search
First you need to drive around the selected area and study it carefully. It is very important. For your first two or three stores, you need to check everything thoroughly in person. Only after this can you afford several agents, look at online advertisement projects and buy newspapers. The following sources work for the city of Moscow:
- A popular Internet resource is Avito. It has one hundred percent profitable offers, and they are on the site for several days.
- "Cyanogen". It compares favorably with good search. The options on it are very good, so agents and search professionals respond to them very quickly. Therefore, they are located on the site in very little time. In some cases, no more than half an hour.
- "Intercom". Its advantage is that here you can find offers that are not available on Avito and Cyan.
- Internet rental agency “Izrukvruki”, located near the metro station. If you don’t want to waste time yourself, you can hire an agent for a commission.
When searching suitable premises the most important thing is to determine exactly what you need from the room. No need to choose the first one you come across. If you have ever rented a room or purchased a house, then you have probably encountered this. Only after inspecting a dozen rooms will you be able to understand what you really need to pay attention to.
The capricious bride problem
There is a capricious bride who lives in a palace. There are a hundred suitors. They enter the palace one by one, and the bride says “yes” or “no” to each of them. If she says “yes,” the others immediately leave, and the newlyweds get married. If the bride says “no,” then the groom leaves and the next one comes.
The challenge for the bride is to find the best of all. The solution to the problem of choosing a groom for a bride is as follows. For the first thirty-five people, she checks the range of various options and looks at their qualities. At thirty-five, she is already becoming more experienced and will be able to understand a person. Until the ninetieth person, she will choose the one who is similar to the best of the first thirty-five trial people, and then the selection criteria decrease sharply as the number of suitors decreases.
You need to agree with yourself that after inspecting the first fifteen premises and discussing all the details, you will not take any of the examined premises for yourself. And only after inspecting the first fifteen premises, you can start looking for it to purchase. This is difficult to do, but this stage must be completed, otherwise you can easily drive yourself into bondage for several years simply because the premises were chosen incorrectly.
Typically, such a search takes from one to two months. It will be impossible to find a room that is one hundred percent suitable for you. You will still need to sacrifice something. This could be: a sign, room area, distance to the metro, and so on. If you don’t look at many different rooms, then your choice will come down to one option. And this is not correct.
It should be noted that after examining the first fifty rooms, an important feeling will certainly appear. Right on the spot you will be struck by the idea that you need to take the premises without any options. We called this feeling of assholes - filching. If it tells you that the premises are suitable, then you trust it one hundred percent (provided that fifty premises have been looked at) and do not go anywhere until you have concluded the contract you need. It's your luck.
Search with your feet
When opening your first stores, it is imperative that you go through all the areas that you consider promising for locating a store. Everything needs to be properly assessed. You need to look for places that:
- Seemingly empty
- Where are advertisements posted saying they are for rent?
If with point two everything seems clear, then with the first point everything is not so simple. When you find an empty object, you need to clarify what was there, who lived there, and try to find contact information about the owner of this place. If you can’t find the owner, you need to take tape and stick a notice that you want to rent this premises. Out of fifty new places, we find at least one in this way.
It should be noted that we found one of our most profitable stores this way. We have decided on the search area. We received information that a pharmacy would be moving out of this place and contacted its owner. The owner of this place sent us to his agent. We signed all the necessary documents with him.
Another point was also found by foot, just the day before, when its owner wrote an advertisement for rent. Now it generates the most profit in this region. In the city of Moscow everyone does this.
Foot traffic
Those people who carry out the population census in rural areas, just by looking at the grandmother in the village, they can tell how many piglets she has. The same will happen with new premises. Having examined many premises and opened several dozen stores, you will know, just by looking at the premises, whether it is necessary for you or not. If you still can’t do this, you need to come to the point and calculate the following important points:
- The number of people walking past your store door.
- The number of cars passing by at speeds of up to forty kilometers per hour. If the car goes faster, the driver simply won’t read the sign.
- How many people passed by the store?
- Do people in groups pass by?
This calculation needs to be done several times. Morning, afternoon, evening, weekdays and weekends.
For example, when opening a point on Tverskaya, we visited all the stores located within a radius of several blocks and talked with the sellers, asking them the following questions: how many people are in the store and at what time there are most of them, how many goods are sold per shift, and so on . If you talk to sellers correctly, they will be happy to share this information. As a result, we made no mistake.
Visibility of the selected location
You need to determine the distance from which the sign will be clearly visible. A very important point. How far is the pickup point from the place where the transport stops? If you are offered a place located somewhere in the courtyard, you should immediately think of this place as the top floor in a large shopping center. You can conditionally divide the flow of customers by sixteen. Any unnecessary movement, such as another passage or turning a corner, greatly reduces the flow of visitors. If you don't expect a lot of traffic (your store is used for takeout), then an inexpensive courtyard store near a metro station would be a good option.
Problem premises
Accordingly, premises without problems will cost much more. Large retail chains do not take premises that have any problems. Most likely, this is because it is not beneficial for them to tailor it to each specific case.
For you, a space with few problems may be a great option. Even if it will need to be modified.
When inspecting the room, you need to get a complete picture for yourself:
- Are there other departments? This may affect your work schedule.
- Roof leaking problem. If mold is found on the ceiling, this indicates that the roof may leak, and this means large material costs to eliminate the leak.
- Difficulties in placing the sign, or after placement it will be difficult to see.
You need to walk down the street where you plan to locate a store and see if there are empty or moving-out premises nearby. If there are many such points, this indicates that something is wrong in this area.
At Belorusskaya, in our premises next to it, there was a printing press reception area. As a result of the work, at first it was not possible to organize pickup.
At Park Kultury our store is located on the second line of houses. As a result, there were problems with the sign. We came up with a special sign design.
We stopped renting stores with these or similar problems only after the opening of our tenth store in Moscow.
People who drive cars
We need to count the people who pass by in cars. The point where cars pass at low speed will be much more profitable. In such places they can look around. The whole point is that when you drive through high speed, the field of view narrows. For example, at Kurskaya, our panel on a special bracket was located on the metro building parallel to the road. After the release of new technical regulations, the panel had to be removed. There is only one sign left. It was located perpendicular to the road, and looked like a red line located on the side, and from it it was difficult to understand what was being sold, cool games or gifts. As a result, we immediately noticed that car traffic had dropped significantly.
In the life of a motorist there are a large number of shops that he passes by without noticing them. For example, we drove past one such store for a whole year without noticing it, until we accidentally read on a blog that this store is located somewhere in the house. When we went there, it immediately became clear why they sell twenty units of goods a day, and we sell more than a hundred.
Another important option is parking. The driver will not always want to break the rules to get into the store. The direction of the road must be taken into account. You need an evening referral. On the “Park Kultury”, just opposite us, there was a store selling sporting goods. Our employee wanted to get into it many times in the morning when he was driving to work. He stood on the “morning side”. In the morning he had no time, as he was in a hurry to go to work; in the afternoon he had to cross six lanes and make an incomprehensible detour to turn around. As a result, the store eventually closed, but the person never visited it. This is a real dead place for people driving cars. You need to remember this. If you come across, for example, a “morning” shopping center, then with this option it would be a good idea to place a coffee shop.
Neighbours
We opened an anti-cafe (visitors pay money for the time spent in the cafe, and not for food). A common problem for small establishments is conflicts with neighbors. For example, one of our establishments called “Tsiferblat” was especially noted in this regard. Almost everyone wanted him to survive. For several weeks, police officers regularly came to the site in response to calls from neighbors. Knowing that an unpleasant situation could arise, we took several important steps:
- We agreed with the owner that if there were problems with the neighbors, he would solve them.
- Hang up a sign called “Educational Games Lovers Club” so that everyone thinks that they are doing something important and useful here.
- The head of the department invited all the neighbors to visit and showed everything that was inside.
Site layout
Each specific task requires its own planning. To figure out whether a layout is good or not, you need to imagine whether visitors will like it or not. Long shopping room will be worse than a square-shaped room. It will simply be inconvenient for visitors to enter a long hall. For example, Ufa “Mega” is a room in which the sides are in a ratio of two to five. They thought that we would allocate half of the premises for a back room, and it would turn out to be such a small compact store. We didn’t want to make a utility room. As a result, there was about two meters of space left between the racks. It turned out to be uncomfortable. IN small room It’s warm, and the big one turns out to be a tunnel like a subway.
We had a trading floor of forty meters, and the entire premises - seventy-six. The store and location are good, but the problem was that half of the total space was in the utility room. The price per meter is high, and half the area will not work. You also need to pay attention to this and everything should be properly calculated and taken into account.
For example, the cash register at the entrance to the store seems to insult the buyer. He gets the impression that he is not trusted. If a person is wondering whether to go to a store or not, then cash machine it will scare him away.
Important information about shopping centers
We can assume that the shopping center practically does not care where it is located. The most important thing is what is located inside. For example, a shopping center with or without a cinema are two huge differences. Grocery hypermarket High Quality will immediately attract a large influx of people. For example, in one small town two shopping centers located opposite each other started a war for the client. The shopping center whose bread tasted the best won.
The escalator is the enemy
If the escalator in a shopping center rises twice as high, this significantly reduces the flow. If your point is on the third floor, then divide the flow from the first by four (on average).
The first floor is the most visited. But it is the second most visited after the floor with a cinema and restaurants. If your store is on the fifth floor, and a cinema with restaurants is on the fourth, then traffic will drop by half.
You definitely need to check this, because there are very strange shopping centers.
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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 find it useful his experience.
34 years old, entrepreneur from St. Petersburg, general director of the Karelshungit company, which manages stores 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 2016, 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 setting - 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 - 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.
Then the designers will need your general scheme turn into 3D visualization. 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 you are directly told that “there are no places” or “you do not 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 retail store equipment and equipped their point. 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 salespeople
order acquiring, equip the point
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 register with the tax office.
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 a format that will suit 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 2016. The first month we worked to zero. For us, “zero” is 260,000 rubles of turnover.
January 2017 got off to a rocky start. 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.
The management of MFK "InkassoExpert" LLC expresses gratitude to the Auditing Company "Kamerton-AK" for conducting the audit for 2017. The audit showed that Kamerton-AK specialists have a high professional level, are friendly, disciplined and responsible
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Consulting services in the field of organization of accounting and taxation. were provided by the specialists of LLC Auditing Company "Kamerton-AK" in a timely manner and at a high quality level. Taking into account the results of the analysis of the quality and timeliness of the provision of consulting services, we propose to continue cooperation with Audit Company Kamerton-AK LLC by concluding a consulting agreement for 2013
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Mazur A.I., Moscow Drama Theater named after A.S. Pushkin
Some (about one in a hundred who are passionate about the idea) decide to jump into this pool. Most often by purchasing an already operating store. I will consider the issue of purchasing an already operating business later, but for now let’s focus on opening a store in the “Island” format (in simple terms - a tray). The area of such a Klondike, as you might guess, is limited by the amount of rent. Mostly only 5-10 square meters. So, we want to open an “Island” (this term is more euphonious than a tray - looking with a dragging gaze at the girl, casually declare - “I have a store in a shopping center, a small island” - better than “I keep a tray.”
1. To begin with, what to trade. There are a lot of shopping centers in the city, wholesale markets, online stores. An “idea” is like a diamond, you need to find it. And if you have found a real USP (unique selling proposition), then the key to success is already there. Not 100%, but let’s say about thirty. The peculiarity of retail is that even if you trade mink coats twice the market price - there will be no immediate sales. And they won't be around for long. 1) they won’t 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 their money (I’ll get through this winter in the old one, and then I’ll buy) and so on ad infinitum. Hysterical “SALE” and “80% discount” in shop windows won’t help much - now it only works for brands. A good USP can be based on Maslow’s pyramid of needs (in ascending order: food, apartment, clothes and shoes, medicines, educational services, etc. up to souvenirs, easels, violins and Stradivarius drums).
As an option, go to the USA or China (preferably Guangzhou) and go, look, choose. But this is the path of serious investment - with an amount of 2-3 million rubles, which you are also ready to freeze for a long time (delivery takes 2-4 months, sometimes more).
Bad luck? We want to try it right away - the palm trees of our dreams stab us in the back with sharp leaves. So, let’s list the options for “what to trade”:
1.1. We are looking for something new in China, we bring it, we open. Requires investment, plus time and organization costs.
1.2. We surf the Internet in search of cool Moscow wholesale companies, look at the assortment, wander around the shopping center (shopping center), compare, and again look at the assortment of wholesalers. Let's choose. Of course, there is no uniqueness.
1.3. We buy ready business. It’s quite possible, but there are two options: a) you can buy a working theme at an expensive price b) you can buy cheaper something that will finally go bankrupt in your presence. Consider the cost of the business as turnover for 4-6 months (of course, adjusted for profitability) for a point operating in a slight plus. So, a store making 200,000 in turnover per month will cost 800,000 rubles - 1,200,000 rubles, including equipment, inventory balance (calculate it at purchase prices), rental agreements, etc. If it’s cheaper, it’s a reason for checks; if it’s more expensive, it’s also not good. In general, as I said above, the topic is complex and will be considered separately.
1.4. Franchise. It requires investment, but we immediately get a) a brand, often well-known b) a single supplier c) assistance in the organization. Previously, the franchise was a utopia, now there are many interesting ones. Sometimes I look for them on www.beboss.ru There, for example, there is Sunlight - a worthy topic.
2. We decided on the product and found what we liked. Now let’s calculate that this will have to be done regardless of the decisions in step 1.
2.1. Rent. You are standing in a shopping center, on 10 square meters. Those. your expenses are at least 4,500 rubles. x 10 = 45,000 rub. rent per month. But the rate of 4,500 has long been gone, “this is fantastic,” so focus on 65,000 rubles. In places like Mega, and in general top shopping centers, rent for “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 be expensive), and slavery is prohibited (unfortunately). Those. searching and hiring sellers is an objective reality and necessity. Your point requires 30 work shifts per month, 12 hours each (from 10-00 to 22-00). That means at least two sellers. How much will you pay? Well, I don’t know how it is everywhere, focus on 1,000 rubles per shift. It's minimum. I would even say 1,200 rubles. Total for the circle is 36,000 rubles. in addition to rent - it is tax free. Previously, sellers used to be hired as individual entrepreneurs - but since 2013, taxes on them have increased significantly. As for taxes, you will have taxes from payroll, UTII or a simplified percentage of turnover. Feel free to pledge 20,000-25,000 per month.
2.3. Office and warehouse. The product tends to be sold. Moreover - good product sells quickly, bad ones don't sell at all.
As old as life itself, the Pareto rule is in action. Your 100 or 1000 items of product will not sell at once - the most popular and interesting ones will quickly go away, the rest will freeze and sales will fall. This means that we need to plan in advance for the renewal/maintenance of inventory 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 deliver the goods, they must be capitalized, priced, and price tags printed. So either a warehouse (which is less common) or just an office (which is more common). Of course, you can do it at home - but this is not an option.
2.4. Accounting system. Ordering a product from a supplier is an intimate and exciting process. Saying “stop by the store and bring what’s on sale” 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 option, of course, 1C 7.7. You can do 8.0 if you have the money - but a lot of it has already been spent. So we add a laptop (10,000 rubles) and 1C (15,000 rubles). In general, 1C TIS 7.7 is better. + URIB (control distributed databases data) - but this is already deep in the development perspective. Let's 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), this is 15,000 rubles. Immediately discuss with the bank the installation of a payment terminal - now 50% of buyers have cards. Moreover, the cards allow you to spend money without interest, but withdrawing from ATMs charges interest, i.e. the strategy of saving money at the terminal in the form of “go and buy” will not work. SKB Bank demands 25,000 rubles. for installing the terminal - having a laugh, we go to Bank24ru and receive the terminal as a gift to our current account. I also installed terminals at MDM Bank and Sberbank for free.
2.6. Outsourcing accounting. Find a friend - everyone has acquaintances with accountants, and while your turnover is small, 5,000 rubles. a month is enough.
Ugh...tired. We were left with the choice of location (I don’t deliberately designate it as a priority - there are many nuances there. The location is important, but not primary in the sense that all the best places are not for you, unless of course your dad is the owner of this shopping center, but there is always a choice from what, so it’s not scary). Next is the inventory and assortment; rental agreement, selection and purchase of equipment (with a design project, of course).
But that's all in the next issue of "Trading 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 yourself as a friend and leave comments to identify your interest in the topic.
While there is no interest, well, to hell with it - if there is interest, we will return to the topic.
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