Annotation. 3

Research objectives. 3

Information provided. 3

Application List.. 3

List of diagrams and tables.. 3

Essence of the project. 3

Geography of the study. 3

Information collection methods. 3

Description of market segments. 3

Competitive Analysis (an example of a description of one market participant) 3

El Dorado. 3

annotation

Research objectives

Information provided

The business plan contains the following main blocks:

1. Description of services
2. Market analysis
3. Marketing plan
4. Sales plan
5. Production part
6. Organizational structure
7. Financial plan
8. Normative base
9. organizational plan

1. PROJECT SUMMARY

The essence of the project

Long-term and short-term goals of the project

Estimated project timeline

Summary of marketing mix (4P) services

Project cost

Project funding sources

Benefits and risks of the project

Key economic performance indicators of the project

2. PRODUCT DESCRIPTION

Functional purpose of products

Product types

Product cost, accepted pricing concept

Quality control requirements

Opportunities for further product development

Patent and license protection of products

3. MARKET ANALYSIS

Analysis of the state of affairs in the industry

The current situation in the industry

Factors affecting the industry

Industry Development Trends

General market data

Market size, potential market size

Market structure

Market pricing

End users

Potential consumers of products

Segmentation of consumers according to their needs

Description of the main segments of consumers. Consumer preferences of the main consumer segments.

Selection and justification of the target segment

Competitive Analysis

Description and analysis of potential competitors

El Dorado

Technosila

Selection and justification of the unique advantage of the service

4. MARKETING PLAN

The unique advantage of the product, positioning

Prices, pricing policy. Justification of the price of products.

The procedure for the implementation of sales, justification of guarantees for the sale of products

5. SALES PLAN

Prices for specific product items

Sales organization, distribution channels

Turnover speed

Sales plan for the entire billing period

6. PRODUCTION PART

Description production process. Technological scheme of service organization.

Requirements for suppliers

The composition of the main equipment

Assessment and justification of the necessary resources

Estimation of fixed and variable costs in the provision of services

Plan for the provision of services for the billing period

6.1. FUNCTIONAL SOLUTION

Selection and justification of the type of enterprise

Selection and justification of additional services

7. ORGANIZATIONAL AND MANAGEMENT STRUCTURE

Organizational structure of the enterprise

Specialization, number and composition of employees

Labor costs

8. FINANCIAL PLAN

Funding volume

Composition and nature of project implementation costs (investment costs)

Composition and nature of income from activities (income plan)

Principles for calculating fixed and operating costs (cost plan)

Parameters of the financial part of the business plan, sensitivity analysis to changes in parameters

The main forms of financial settlements

Profit and loss statement (shows the operating activities of the enterprise by periods)

Cash flow plan

Project payback schedule

Project performance indicators

Internal rate of return, return on investment, Internal Rate of Return (IRR)

Discounted payback period (PBP) months

9. REGULATORY INFORMATION

Normative base

Required licenses or permits to complete the project (terms and cost of obtaining)

10. ORGANIZATIONAL PLAN FOR PROJECT IMPLEMENTATION

Project Implementation Schedule

Necessary human and financial resources for project implementation (pivot table)

APPS

Application List

Attachment 1. Job Descriptions store staff

Store Manager (Director)

Chief Accountant (Accountant)

Head of Sales Department

System Administrator

Head of Procurement Department

Purchasing Manager

Director of security

Security guard

Cleaning woman

Annex 2. Excerpts from the "Rules of sale certain types goods"

Annex 3. Documents required for registration of cash registers

Annex 4. Extracts from federal law RF "On Companies with limited liability» relating to the constituent documents of the company

Annex 5. Documents required for registration of a Limited Liability Company

Annex 6. Addresses of Moscow stores of the main market players

List of diagrams and tables

Table 1. Major market players household appliances

Table 3. Prices for specific items of goods

Table 4. The rate of turnover

Table 5. Equipment composition trading floor

Table 6. Equipment for utility rooms and office

Table 7. Calculation of the cost of racks.

Table 8. Distribution of store area between premises

Table 9. Store staffing

Table 10. Store opening costs

Table 11. Fixed and variable costs

Table 12. Profit and loss statement, c.u.

Table 13. Plan of cash flow (Cash Flow), USD.

Table 14. Payback schedule for the project, USD.

Table 15. Schedule

Table 16. Required human and financial resources

Diagram 1. Ratio of shares of the Moscow home appliances market

Diagram 2. Structure of household expenditures

Scheme 1. Layout of racks in a retail space

Scheme 2. Organizational structure of the enterprise

The essence of the project

Creation of a store specializing in the sale of household appliances and electronics.

Geography of the study

Moscow city

Information collection methods

Desk research, expert interviews.

The typical business– the plan was reviewed and updated in March 2007. According to the results of the examination, changes were made to the financial model of the project.

Description of market segments

Assessing the shares of the Moscow market of electronic equipment belonging to different trading formats, the main players disagree. “While household appliances retail chains account for 60% of sales, markets account for 20%. Other forms of trade, such as department stores, brick and mortar stores, Internet commerce, account for another 20% of sales,” says Andrey Zuev from MIR Company. According to RATEK's Alexander Plyatsevoy, market trading accounts for approximately 60% of the Moscow consumer electronics market. Similar estimates are given by Mikhail Kuchment from M.Video: the market share is 50%, local chain electronics supermarkets - 45%, the new format - self-service supermarkets, as well as large hypermarkets (shopping centers) - occupies 5%. Online sales are less than 1%.

Chart 1 shows the ratio of market shares held by the top four network operators.

Diagram 3. Correlation of shares of the Moscow household appliances market

Competitive Analysis (an example of a description of one market participant)

El Dorado

The largest retail chain selling home appliances.

Created in 1994.

Number of stores: 950 (in Russia, Ukraine and Poland).

Number of stores in Moscow - 30.

Attention! The free business plan provided for download below is an example. The business plan that best suits the conditions of your business must be created with the help of specialists.

Download home appliance store business plan

Mikhail Filimonov, a novice entrepreneur from the Ryazan region, who owns a small store selling household appliances, tells. Michael opened small shop in a large shopping center. The store employs four salespeople. Mikhail is engaged in the purchase and delivery of goods on his own, his wife is in charge of accounting. Thanks to the excellent combination of "price / quality", as well as unusual household appliances, the business is booming.

Introduction. The store is not like everyone else, or how did I decide to start my own business?

It is quite difficult to work in Ryazan, and therefore, after graduating from the institute, I worked for more than three years in a household appliances hypermarket as a consulting manager.

At first it was hard, but over time I got involved, and fell in love with household appliances with all my heart, and even began to follow the latest in order to be competent in this matter.

But the work of a manager (or, more simply, a seller) does not bring insane earnings. In truth, the money from the labors is enough to eat, and somehow dress.

Therefore, I saw only one way out - to start own business. I have not seen more ways to improve my own well-being.

I began to think seriously about starting to trade myself household appliances. Of course, it is stupid to compete with large networks in this area, and I decided to open a store (or rather, a small department in a shopping center) selling Chinese mobile phones.

The Chinese manufacturers have made a huge leap, and their phones do not differ in quality from Korean and American smartphones, but at the same time they are much cheaper. I bet on low cost and high quality.

How to start your own business or go nowhere without a business plan

I am excellent with mobile phones. I know them specifications and approximate prices, but I absolutely do not understand how to start a business.

Fortunately, my wife will deal with bookkeeping, but the decision on all financial matters I'm going to take it alone.

My initial capital is extremely meager, and it will only be enough to purchase a batch of phones and rent a room.

Therefore, I can't afford to move around financially, and I need a clear plan that will answer the following questions:

• How much will you have to spend on the initial purchase of goods?;
• How many salespeople and electronics engineers should be hired initially?;
• How much will you have to spend on renting a room for a store?;
• What legal issues need to be resolved when registering an IP?

How I solved the business plan problem

I understood that I needed a quality business plan.

Without it, there is nothing to try to start a successful business.

At the same time, I cannot afford to fork out for an expensive financier and fully pay for his services.

Those worthless plans that can be freely downloaded on the net are also no good. It's just a waste of time and a monstrous risk.

The solution was found by my smart wife.

She found a wonderful site where you can download a business plan for mere pennies.

Business plans on the site are compiled by professionals in their field, but require personalization.

Actually, with personalization, the issue was resolved fairly quickly. My wife and I finalized the plan in a week, gave it personality, and thanks to it we were able to start our small business.

Household appliances in the USA (brands, stores)

Some useful information and a brief presentation of the household appliance store business plan:

Home Appliance Repair Business Plan Summary

Here is a business plan that highlights the budget and prospects for creating and developing a home appliance store.

The creation of an enterprise of this kind has 3 goals:

• Full satisfaction of the consumer market in need of high-quality household appliances, their repair and maintenance;
• Establishment of a highly profitable enterprise;
• Receiving a profit.

Russia and Ukraine is the first step to the beginning successful business with an easy and simple start.

Making a decision to buy a franchise is necessary with the professional recommendations of the section:

About the most breaking news and business trends with a franchise can be read

Full financing of the project can be carried out by obtaining a commercial loan in the amount of 2,410,000 rubles at 14% per annum, which will fully ensure the launch of the enterprise and the creation of all the necessary conditions for this.

At the same time, the estimated income of the investor will be about 154,972.82 rubles for 2 conditional years life cycle enterprises.
Loan repayments are due from the first month of launch.

According to experts, the household appliances store will eventually bring income from 29,722,717.4 rubles.

Overview of the proposed range:

1. Sale of household appliances for the home: computers, TVs, refrigerators, vacuum cleaners, dishwashers, washing machines, irons and so on.
2. Household appliances for the kitchen: microwave ovens, meat grinders, juicers, yogurt makers, bread makers, coffee makers, and more.
3. Personal equipment: electric toothbrushes, floor scales, curling irons, epilators, razors.

Table number 1. Dynamics of Entrepreneurial Confidence in Retail in Russia

Services provided by this type of company:

1. Repair of audio-video equipment.
2. Repair of dishwashers
3. Repair of washing machines
4. Repair of air conditioners
5. Repair of gas and electric stoves
6. Home repair
7. Diagnostics of equipment
8. Warranty repair
9. Sale of spare parts for various household appliances
10. Sale of accessories for appliances
11. Complete installation and connection of large household appliances, and equipment of any complexity.

The path to the implementation of the selected project. Step by step:

1. Choice of a special form of ownership of the enterprise.
2. Registration of a new enterprise in the tax and administrative authorities.
3. Determination of the main direction for the goods and types of repairs provided.
4. Definition and conclusion of contracts with suppliers.
5. Global product procurement
6. Search and further hiring of employees in the amount that is required.
7. Carrying out an extensive marketing campaign that allows the layman to learn about the existence of your company.

Table number 2. Assessment of factors limiting entrepreneurship in trade in Russia

The marketing campaign must include:

1. Creation of a website with which you can get acquainted with the assortment without leaving your home.
2. Participation in various fairs and exhibitions with your product.
3. Placement in magazines and newspapers of your advertising.
4. Creation advertising booklets, and their further mailing to potential buyers.
5. Advertising on television.

The more extensive the PR campaign, the more useful it will bring.
All these actions will help you convey to the inhabitants the information that it is in your store that they can purchase the necessary goods and perform all the necessary repair actions at affordable prices.

In this material:

If you want to open a home appliance repair shop, then you first need to draw up a business plan. Before starting a project, you need to choose a concept, it can be of the following types:

• multi-brand company;
• monobrand service center.

Organizations of the first type offer the population a wide range of services. This is not only the repair of household appliances that were produced by different manufacturers, but also services for the restoration of computers, tablets, laptops and mobile phones.

Monobrand workshops specialize in servicing equipment of 1 manufacturer. Such companies can work with him on a partnership basis, or be completely independent of him.

The choice of concept depends on the starting amount, the professionalism of the staff and the desire of the entrepreneur. Multi-brand firms have an advantage. It lies in the fact that the target audience expanded to the maximum. There will be more customers, this will significantly increase income.

But do not forget that mono-brand companies can begin their development under the patronage of a well-known manufacturer on the market. At the same time, all risks are reduced as much as possible, because a novice entrepreneur can receive support from the management of the parent organization. It will have all the developments, so to start and conduct an advertising campaign, you will need to invest much less money.

What to look out for

Even at the stage of project development, it is worth paying attention to the risks that are typical for this industry. In prosperous years, the population acquires new household appliances, so its high-quality repairs will be constantly in demand. The need for workshop services especially increases in times of crisis, because it is easier to repair old equipment than to spend money on buying a new one.

The main risk when opening a business will be the low qualification of employees working in the workshop. The project will be negatively affected by the lack of a competent business plan and the high level of competition in the industry.

Today, many firms offer repair of household appliances. Some of them work in close cooperation with manufacturing companies, this guarantees that all spare parts used in the repair will be original, and a qualified specialist will be engaged in the restoration of equipment. In addition to such centers, repair services are offered by craftsmen who work unofficially.

In order for the project to be profitable, it is important to find a reasonable balance between the quality of services and their cost. The entrepreneur must take into account that household appliances have a complex structure. To diagnose it, it is necessary to purchase modern devices that allow you to quickly find a malfunction. In addition, the purchase of spare parts will be an important point. They must be of high quality, the service life of the equipment after repair will depend on this.

Even at the project planning stage, a businessman needs to find reliable suppliers who offer quality spare parts at affordable prices.

How to set up a business

The easiest way is to register an LLC. This form of organization of the enterprise will attract investors' money. In addition, the organization of a joint venture with partners is practiced. LLC will give the opportunity to distribute the shares of the enterprise.

If a businessman does not plan to open a network of workshops, he is going to invest only his own money in the project, then he can choose an individual entrepreneur. Registering a business will take several days. The entrepreneur must pay the state fee. You can find out the payment details at the Federal Tax Service or the MFC, and papers for registering an enterprise are submitted to the same institutions. You can draw up documents yourself, or by entrusting this to a specialized company.

There are no special requirements for an enterprise engaged in the repair of household appliances. From the side of the fire inspection there will be increased control, therefore, even at the stage of choosing a room for a workshop, you should pay attention to the presence of a ventilation system, the quality of the wiring. It is best to find out in advance all the requirements in the fire inspection. From the SES there are no instructions for the premises.

Since craftsmen can repair household appliances at the client's home, they must carry strict reporting forms with them. Regarding their registration, you need to contact the Federal Tax Service.

At the stage of company registration, you need to allocate from 2,000 to 20,000 rubles.

How to choose premises, equipment and salary

You can start with a room whose area will be from 80 m². It must be divided into 2 parts. In the first, the receiver will place orders from customers, pick up equipment that needs repair from them. The rest of the room can be divided into several rooms, where craftsmen will work.

If the workshop is located in small town, you can rent a room in the center. A good option would be to open several points of reception of equipment. They should be located in different parts of the city, and the workshop can be moved to the industrial area. It is worth allocating from 8,000 to 20,000 rubles a month for renting premises.

You can start with a minimum set of tools, which includes the following types:

• soldering iron;
• hand tools;
• oscilloscope;
• tester.

But it is better to immediately buy an extended set, then the master will be able to quickly and efficiently repair household appliances. In this case, you will need the following:

1. Spectrum analyzer. This device can be purchased for 40,000 rubles.
2. Frequency meter. The cost of high-quality models is from 300,000 rubles.
3. Ammeter voltmeter. You will have to pay about 6,000 rubles for it.

The entrepreneur must also allocate funds for the purchase of quality parts, there must be a stock of spare parts in the warehouse. About 1 million rubles will have to be spent on this.

The total cost of professional equipment and spare parts will amount to 1.2 million rubles. This is a large amount, not everyone has such funds. But there is a way out of this situation. The entrepreneur must find a responsible supplier who not only has a large assortment of parts, but is also ready to organize their regular delivery within a few days.

But even with such a business organization, the owner of the company must invest free funds in the formation of his own warehouse of spare parts.

For the work of masters, it is necessary to buy comfortable furniture. In the room you need to make good lighting, you can not do without the organization of high-quality ventilation. In the workshop, shelves should be mounted for storing parts and tools. You can allocate a separate room for the placement of repaired household appliances. The cost of organizing jobs is about 300,000 rubles.

A car is required to deliver the equipment. You can buy a used Gazelle. Pickup is a good choice.

Where to find masters

Only highly qualified specialists should be hired. They need to be offered a decent reward. The best option there will be a fixed salary and a percentage of revenue, it must be tied to the volume of completed orders.

First, you can invite 2 masters to work. With the successful development of the enterprise, the staff can be expanded by hiring not only new specialists, but also the chief foreman. It is important to find a good accountant, driver, cleaner. Accounting can be outsourced.

You can open a full-fledged workshop for 6 million rubles. The project will pay for itself in 1-2 years.

Conclusion

Appliance repair can be great option receiving income. It is important to find qualified craftsmen, buy professional equipment. Of great importance is the quality of the details, as well as the development of a large-scale advertising campaign.

Order a business plan

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In this material:

Household appliances and electronics are the main attributes modern man in the 21st century. People cannot imagine their lives without washing machines, steamers, hair dryers, irons and many other things that make housekeeping easier. The same can be said about multimedia products, which are even more popular than necessary appliances in the home. Many aspiring entrepreneurs would like to start their business selling fashion gadgets, but are afraid of high competition. To minimize the risks and successfully launch your own project, you need a competent and detailed business plan household appliances store financial calculations and a description of each step.

Features of the business selling household appliances

There are a great variety of household appliances, so it is impossible to satisfy the demand of every customer. Although federal networks electronics tend to do this by advertising any new product, but in practice, most often the desired product is not in stock, or has not yet been delivered. An elementary marketing trick - a person has already tuned in to buy a thing, so in 70% of cases, while in a store, he will purchase a different model with similar characteristics.

From this follows the main feature of the business selling household appliances - high competition. Network hypermarkets are located in each regional city with several stores, not counting regional sellers. It is pointless to compete with such giants, but this does not mean that the path to the electronics market is closed for a new participant.

The second feature is the high initial investment. This is due to the fact that to organize even a small shop, you will need to purchase products for at least half a million rubles. Equipment is expensive, and models are updated almost monthly, so at the initial stage, emphasis should be placed not on quality, but on quantity. This means that it is better to put up for sale an inexpensive product in a larger volume than several models of laptops and smartphones for 70 thousand rubles each and wait for them to be bought. It's not cost effective.

And the third feature is the range and format of the store. To organize a full-fledged electronics supermarket like Eldorado or Technosila will cost 10-20 million, so you need to choose the range of goods that is in greatest demand among buyers, and then gradually expand the business. For example, open a shop for electric kettles, coffee makers, steamers and other kitchen utensils. In the future, add departments with phones, tablets and TVs.

The situation in the Russian market of equipment

The domestic market is full of household appliance stores, but is in dire need of high-quality and inexpensive goods. The difference between these two concepts is huge.

What federal networks offer consumers:

• novelties of top manufacturers;
• flagships in the lines of smartphones, laptops and tablets;
• incredibly smart refrigerators and washing machines;
• advertised products with useless features.

The main disadvantage of all electronics giants is the equally overpriced and lack of variety in the assortment. In fact, the buyer has nothing to choose from, except for the expensive products that are literally imposed on him.

Despite all sorts of promotions, discounts and bonuses, the chains sell household appliances at a high price when compared with the same figures in online stores of other sellers, not to mention Chinese manufacturers that do not include shipping costs in the price of goods.

Hypermarkets need to compensate for expensive advertising, space rent, and many other marketing costs.

All this suggests that a simple businessman can easily join the household appliances market, offering customers relevant products at affordable prices.

Competition and risk assessment

As already mentioned, it makes no sense to compete with supermarkets, because a large and a small store have different goals and objectives.

However, in every city there are many small and medium-sized retail outlets that can really provide Negative influence for the development of entrepreneurship. In order for a business idea not to fail at the opening stage, it is necessary to analyze competitive points and assess possible risks.

Action algorithm:

1. Determining the format of the outlet.
2. Identification of potential competitors in the store opening area.
3. Clarification of the main points - assortment, price segment, sales volume, floor space.
4. Adjustment of the store format - due to existing competitors, there is always a chance to open a business that will differ both in assortment and in the development of the project.

The main risks are high competition and lack of demand for products. Both problems are solved by an individual approach to the organization of the store.

Healthy competition is always good, so an entrepreneur can use some tricks:

• sale of goods at reduced prices - a difference of even 50 rubles can be significant if it is visually beaten. For example, a competitor's iron costs 2,499 rubles, as if hinting that the price is below 2.5 thousand rubles. A similar product can be exhibited at home by setting a price tag of 2,449 rubles. Firstly, people have long ceased to be led by the missing rubles in the price tag, really understanding the cost of products. Secondly, the visual effect in this case is aimed precisely at the fact that the product really costs less than 2.5 thousand;
• purchase and sale of high-demand goods - chargers, headphones, adapters, accessories. People constantly want to update the design of gadgets, “pump” the device without overpaying for the brand. Attracting buyers with inexpensive goods, the main assortment is simultaneously shown to the people;
• promotions on weekdays are a controversial technique, because for some it works, but for others it does not. The principle is based on what people see and know about promotions, but it is not always possible to visit the store on a business day. On weekends, prices return to their original state, but since the buyers have already arrived, up to 50% of unplanned purchases are made.

Lack of demand is solved by researching the market and finding out the most popular products in the selected segment. For example, if the direction of the store is inexpensive smartphones, then it is not recommended to buy branded models at the same time in the hope that they will also be sold. Satisfying the demand of a certain group of buyers, the turnover increases several times.

organizational plan

Business registration, documents, taxation

Before opening a store and starting organizational activities, an entrepreneur must choose a form of activity - an individual entrepreneur or LLC. Registration in both cases is simple, but the status of an entrepreneur is more suitable for small retail outlets, even if there are several of them.

LLC relevant at opening big store household appliances with an estimated turnover of more than 2.5 million rubles.

Documentation for IP registration:

• the passport;
• statement;
• paid receipt of state duty (800 rubles).

• passport and TIN of the founder of the legal entity;
• charter of a limited liability company;
• the decision to establish an LLC;
• legal address of the company (it will be necessary to rent an office space);
• authorized capital (documentation on the availability of funds in the account is submitted no later than 4 months after the establishment of the LLC);
• paid receipt of the state duty (4,000 rubles).

Additionally, you must have:

• premises lease agreement;
• agreement with public service for garbage and solid waste disposal;
• permits from the fire inspectorate;
• permission from Rospotrebnadzor;
• employment contracts with employees;
• additional documents prescribed by controlled organizations.

The taxation system is an important step in registration entrepreneurial activity. In the case of a household appliances store, you can use a simplified system (6-15%) or an imputed tax, which depends on the estimated turnover and is calculated in advance a year in advance.

OKVED codes:

• 52.45 - electrical, radio and television equipment;
• 52.48.13 - computers, software and additional devices;
• 52.48.14 - photographic equipment;
• 52.48.15 - telecommunication equipment;
• 52.48.31 – household chemicals and equipment care products;
• 52.48.39 - other non-grocery goods not listed in other groups.

Reference: it is important to indicate all the codes by which the entrepreneur plans to work. They are divided into groups, so it's hard to miss something.

Premises search and location requirements

More than 50% of the success of future endeavors depends on the location. It should be understood that the assortment, cost of goods and its quality have a lesser effect on turnover, in contrast to the successful location of the outlet.

This is explained simply - people are used to the fact that all the necessary products are always concentrated either in one place (SEC), or located near the house, where there are several more similar stores. In this case, competition will only be a positive factor, because if the buyer is looking for a specific model of phone or tablet, then he will visit all the stores in the area and compare the cost at each point.

The most advantageous location is considered:

• shopping center;
• entertainment center;
• supermarket with surrounding area retail stores;
• lively crosswalk or street;
• sleeping area with developed infrastructure.

Room requirements:

• area - from 50 sq. m., which ultimately depends on the scale of the business and the volume of goods sold;
• the front side of the building should face the roadway;
• compliance of the building with the required fire safety standards and the current SanPiN;
• the presence of a back entrance for loading and unloading goods;
• warehouse - if possible.

Reference: if the store does not provide warehouse space, then it must be organized at least in the minimum value for storing popular models of equipment. A hangar in the industrial area is suitable for the main warehouse.

Purchase of equipment and repair

A household appliance store does not require a large amount of equipment, because 80% of the trading floor is occupied by products. You only need to purchase the following:

• racks;
• shelves;
• showcases;
• furniture and appliances for sales consultants.

Every room needs renovation. In the case of a household appliances store, a minimum of actions is provided - cosmetic decoration of the hall and cladding of the facade of the building.

Search for suppliers of household appliances

All well-known and advertised brands of household appliances have official representative offices in Russia. Some of them produce products directly at factories built in our country. Finding contacts and agreeing on the supply of the same washing machines, refrigerators and electric stoves produced in the Russian Federation will not be difficult.

Phones, computers and laptops are partly supplied from China or are also produced in our country. Each firm has an official representation.

You can search the network for little-known brands of Chinese and Korean production and agree on the supply of a trial batch of goods. As a rule, the equipment of non-promoted brands is many times cheaper, but at the same time it is not inferior in quality. famous brands. Subsequently, you can even open an official representative office and work in a highly specialized field.

Formation of the assortment of the store

The volume and variety of products of a household appliance store depends on the format of the business and the desire of the entrepreneur. Someone sells only household appliances, like kettles, steamers, blenders, mixers.

Others prefer gadgets, computers and game consoles. It is extremely difficult to combine all directions at the same time, so you still have to limit yourself to one thing or use related categories.

The most compatible types of goods:

1. Electronics - smartphones, tablets, laptops, peripherals.
2. Computers - from inexpensive and mobile versions to top builds for games.
3. Household appliances - mixers, blenders, kettles, microwaves, coffee machines.
4. Large appliances - refrigerators, electric stoves, washing machines, dishwashers.

Recruitment

To open a store you will need:

• 1-2 sellers;
• 2 loaders (especially for large vehicles);
• cleaning woman;
• accountant.

Sellers are subject to standard requirements for tidy appearance, literate speech and lack of bad habits. At the same time, people should at least superficially understand the product being sold, because buyers often ask how one model differs from another, they ask to list the characteristics, etc. It is impossible to memorize all the data, therefore, it is necessary to understand the essence of the work.

Marketing and Advertising

Name of shop

Many entrepreneurs do not pay attention to the name of the store, choosing something simple and unremarkable. For example, "Computers", "Electronics store". Undoubtedly, such names are suitable and reflect the essence of the activity of the outlet, but people will not remember these words, and by the evening they will forget where they saw such an inscription, because phrases are present on every second banner of the city.

The name of the store is its uniqueness, its name. It is unlikely that anyone will remember the inscription "Electrical goods", but everyone in the city has at least once heard of such a point as the "Red Crocodile". You can combine the incongruous for sonority or come up with a unique name that is not yet in the city.

Create your own website

A prerequisite for the sale of household appliances and electronics is the possibility of ordering goods on the Internet. To do this, you need to create and launch a full-fledged website with a list of products.

Firstly, the service will simplify the work of an offline store. Secondly, it will increase trade. Thirdly, it will attract new customers. In the future, you can organize a separate point for issuing orders and separate 2 types of business.

Ways to attract customers

At the stage of opening the project, buyers need to be attracted, and in the process of work - to keep and expand client base. This is facilitated by business advertising at all levels:

• commercials on TV;
• radio advertising;
• banners;
• billboards;
• stretch marks;
• pillars;
• leaflets;
• ads;
• signboard;
• promotion of the site and goods through social networks.

In the future, it will be useful to develop mobile application so that users can track new shipments, book models and make purchases.

Financial calculations

Investment in the project

At the start of the opening of the store, the following expenses are provided (in rubles):

• 15,000 - registration of entrepreneurial activity and accompanying documents;
• 20,000 - market analysis and consumer demand research;
• 100,000 - rent of premises;
• 60,000 - repairs;
• 40,000 - website and advertising;
• 15,000 - a sign;
• 400,000 - purchase of goods.

Result: 650,000 rubles.

Current expenses

With the opening of the outlet, the following expenses are expected:

• 100,000 - rent;
• 150,000 - salaries to employees;
• 15,000 - utilities;
• 20,000 - advertising;
• 200,000 - additional purchase of goods.

Result: 485,000 rubles.

Sales revenue and profit calculation, profitability assessment

The profit of a home appliance store depends on purchasing power, outlet format and assortment. The average check can vary from 7 to 40 thousand rubles.

Based on the gadget and computer store, you can calculate the preliminary income of the business. A phone of medium modification costs in the range of 8-12 thousand rubles, a laptop - 15-20 thousand. The number of buyers per week is 12 people. Income per week - 240 thousand, and per month - 960 thousand rubles.

Net profit is determined by subtracting mandatory expenses from the amount received.

960,000-485,000 = 475,000 rubles.

Profitability is calculated by the formula:

R=ratio of net income to dirty income multiplied by 100%.

475 000/960 000*100=50%

With such indicators, investments will pay off in 2-3 months.

A household appliance store is a great business undertaking that requires serious expenses, a well-thought-out business plan and an understanding of the specifics of the chosen direction. In the future, it is possible to develop a successful network around the city and compete with federal electronics outlets.

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Development of a business plan for a household appliance store

(LLC "Telemax")

Introduction. 3

Section 1. Analysis of the activities of Telemax LLC. 5

1.2. Characteristics of the company.. 5

1.2. Analysis financial condition Telemax LLC. 7

Section 2. Analysis of the household appliances market in St. Petersburg. 17

2.1. Trends in the development of the household appliances market in St. Petersburg. 17

2.2. Analysis of competitors. 22

2.3. Consumer analysis. 25

Findings: 34

Section 3. Development of the main sections of the business plan. 35

3.1. Design organizational structure shop. 35

3.2. Marketing plan. 39

3.3. Production plan. 46

3.3.1. Need for space and equipment. 46

3.3.2. Implementation plan. 49

Findings: 56

Chapter 4. Evaluation of the economic efficiency of a business plan. 57

Findings: 61

Conclusion. 62

References.. 64

Introduction

Planning is part of the economic and managerial activity of an enterprise, which unites all levels of management with the help of long-term, current and operational (short-term) plans, as well as plans for departments and performers. Planning at enterprises cannot be a matter of only a narrow circle of managers and employees of planning services, since it requires the integration of data coming from all departments and executors, the active participation of managers and specialists who serve in the preparation and evaluation of the plan.

At any level, planning is carried out in a certain sequence. The input information is formed from forecasts and production programs, higher-level plans. The output of this level of planning serves as input to plans for the next level. When building a plan for each level, external and internal conditions for the implementation of the plan and technical and economic standards are taken into account to determine the completeness of the input data and output indicators.

The planning process is completed by the assessment of the implementation of the plan and the achievement of the tasks set in the plan. This process is repeated several times at each level.

The relevance of the topic is due to the fact that the creation effective organization is possible only with a carefully developed business plan that takes into account the state of the household appliances market, the size and composition of one-time and current costs, the size of the turnover and the economic efficiency of the future enterprise.

In order to increase the volume of profit, the profitability of its work, the enterprise must constantly develop projects that provide for the investment of financial resources in the creation of new technologies, the organization of new industries, the reconstruction of production payments and equipment for the production of competitive goods in the domestic and foreign markets, creating branches close to suppliers and markets. Each of these projects must be based on a business plan from an idea to a calculation of a specific amount of profit that will be received from its implementation.

The purpose of the graduation project: Expansion of the network of stores of household appliances "Telemax".

To achieve the goal, the following tasks were solved in the work:

Carried out marketing research household appliances market

The main sections of the business plan have been developed

The economic efficiency of the project was assessed.

When developing a business plan, the methods of market analysis, the segmentation method and the method of expert assessments were used in the work. To evaluate the effectiveness of the business plan, the method of calculating the break-even point was used.

The paper reveals the possibility of using business planning to expand the activities of a trading company and improve the economic efficiency of the company.

The practical significance of the project lies in the fact that after the implementation of the provisions of the business plan, the revenue and profit of the Telemax chain of household appliances stores will increase.

Section 1. Analysis of the activities of Telemax LLC

1.2. Company profile

Telemax Limited Liability Company is a network of household appliances stores.

Telemax Limited Liability Company was registered with the Registration Chamber of St. Petersburg on February 15, 2001.

Legal address: 190000, St. Petersburg, st. Shevchenko, d. 27.

The founders of the Society are individuals.

supreme body Management of the Company is the General Meeting of Founders, whose competence includes the following issues:

Amending the charter, including changing the size of the authorized capital;

Education executive bodies and early termination of their powers;

Statement annual reports and balance sheets, distribution of profits and losses;

Election audit commission;

Reorganization and liquidation of the company.

Operational management is carried out by the General Director.

The company has an independent balance sheet, a bank account, as well as a round seal, stamps and letterheads with its own company name.

In accordance with the objectives of its activities, Telemax LLC cooperates with legal and individuals. On a contractual basis, determines the relationship with suppliers and buyers, as well as independently plans and carries out economic activities. The property of the company belongs to him on the right of ownership, and was formed from the contributions of the founders to the authorized capital. The founders have the right once a year to make a decision on the distribution of their net profit received by the Company after paying taxes and other obligatory payments to state non-budgetary funds among the participants, the formation of the Company's funds. The decision to determine the part of the profit divided between its participants is made general meeting participants. The property owned by the Company is recorded on its balance sheet in accordance with the rules accounting. The authorized capital determines minimum size property of the Company that guarantees the interests of its creditors. The authorized capital is formed from the nominal value of the shares of its Participants, and amounts to 100,000 rubles.

Main line of business - retail household appliances.

About 20,000 items of goods from well-known manufacturers are presented in Telemax branded stores - from video cassettes to home theater systems for the most demanding customers. All goods are certified and have a guarantee of 1-2 years.

The range presented in the store can be divided into several categories:

audio and video equipment;

· Hi-Fi equipment

Automotive

· Appliances

· Kitchen appliances

photographic equipment

Phones and faxes

· Accessories and related products.

Telemax LLC independently sets the size of trade allowances and margins for products and services. The amount of markups and allowances is set on the basis of real demand and supply for the goods offered by the company, taking into account cost coverage and profit.

Thus, the Telemax chain of stores is a trading company operating in the market of complex household appliances.

1.2. Analysis of the financial condition of Telemax LLC

The assessment of the financial condition includes an analysis of the balance sheet, profit and loss statement of Telemax LLC and the calculation of a number of financial and economic indicators for the period from January to October 2004 in order to identify trends in the company's activities.

Analysis methodology financial results includes several stages:

1) analysis of the dynamics and structure of balance sheet profit;

2) analysis of profit from sales;

3) calculation of indicators of the financial stability of the enterprise.

Profit before tax = profit from sales + % receivable - % payable + income from participation in other organizations + other operating income - other operating expenses +/- non-operating income / expenses.

Net profit is the profit remaining with the company after paying all taxes.

Absolute indicators of profitability of the enterprise:

Profit from sales is the gross profit from the ordinary activities of the enterprise.

Operating income is income from the sale of assets, rent, fees for granting patents, industrial designs, etc.

Operating expenses are bank charges, mothballed facilities, canceled orders, etc.

Non-operating income - penalties, fines, penalties received by the enterprise, as well as profits of previous years, identified in the reporting year.

Non-operating expenses - negative exchange rate differences, losses from theft, legal expenses, fines, penalties, forfeits paid by the enterprise.

Profit adjustment - part of the profit that is not taxed and is directed by the enterprise to finance capital investments, the maintenance of health care facilities, education, culture, which are on the balance sheet of the enterprise, as well as contributions to charitable purposes and enterprise support funds.

Analysis of the structure and dynamics of balance sheet profit is presented in table 1.1.

Table 1.1.

Analysis and structure of balance profit dynamics, mln.rub.

Indicators			Sum deviation	Growth rate
					1. sales proceeds
2. total cost
Including
Rent
Selling expenses
Depreciation
3. profit from sales
4. operating expenses
5. Net profit

Net profit increased over the analyzed period by 15.009 million rubles. The increase in profit was influenced by the growth in sales proceeds by 224.466 million rubles. The lack of operating income had a negative impact on profit. To increase profits, the company needs to increase operating income. The increase in operating income is possible due to the lease of premises shopping complex for rent.

The presence of operating expenses does not have a significant negative impact on the activities of the enterprise

Selling expenses decreased slightly, which is likely due to a decrease in transportation costs.

The main task to be solved in determining the financial condition of the project is to assess its liquidity . The liquidity of an enterprise is its ability to turn its assets into cash to cover all necessary payments as they fall due.

The meaning of liquidity analysis is to use absolute indicators to check which sources of funds and to what extent are used to cover the obligations of the enterprise.

The indicators of this group make it possible to describe and analyze the company's ability to meet its current obligations. Comparing current assets (working capital) with short-term debt, it is established whether the enterprise is sufficiently provided with working capital necessary for settlements with creditors for current operations.

Depending on the degree of liquidity, assets are divided into the following groups:

The most liquid assets are cash and short-term financial investments;

Marketable assets – receivables and other assets;

Slowly realizable assets - items of section II of the asset: "Inventories and costs" (excluding "deferred expenses", "receivables over 1 year", "VAT on acquired valuables");

Difficult-to-sell assets - items in section I of the asset balance "Fixed assets and non-current assets".

The calculation of liquidity ratios is given in Table. 1.2.

The current liquidity ratio gives an overall assessment of the liquidity of assets, showing how many rubles of the company's current assets account for one ruble of current liabilities. The logic of calculating this indicator is that the company repays short-term liabilities mainly at the expense of current assets, therefore, if current assets exceed current liabilities in value, the enterprise can be considered as successfully functioning. The amount of excess and is set by the current liquidity ratio. The normative value of the specified coefficient (minimum value), established by the Decree of the Government of the Russian Federation of May 20, 1994 No. 498, is 2.0. The actual value of this coefficient in the base period is 2.05, and in the reporting period it reaches 2.01, that is financial stability enterprises decreased slightly, although it is within the normal range.

Calculation of liquidity ratios

The quick liquidity ratio is similar to the general liquidity ratio, however, it is calculated for a narrower range of current assets, i.e. excluded their least liquid part - inventories. The logic behind this exclusion is not only that inventories are significantly less liquid, but, more importantly, that the cash that can be raised if inventories are forced to be sold may be substantially lower than the cost of acquiring them. It is generally accepted that the specified coefficient should be close to or slightly higher than 1 (one). The actual value of this coefficient in the base period is 0.24, and in the reporting period - 0.53, that is, there is a tendency to increase. This indicates a satisfactory solvency.

The absolute liquidity ratio (solvency) is the most stringent criterion of the company's liquidity and shows what part of short-term borrowed funds can be repaid immediately if necessary. The value of the specified coefficient according to the established international practice should be more than 0.2. Its actual value in the base period is 0.24, and in the reporting period - 0.53, that is, the value of this coefficient for

Telemax LLC is close to the norm, while it has increased significantly. This suggests that the company is able to satisfy its obligations in the near future claims (obligations) to creditors and is reflected in the timely payment of wages and the transfer of taxes to the budget and extra-budgetary funds.

In general, the analysis of Table. 1.2. makes it possible to conclude that the firm's assets are sufficiently liquid.

To assess the level of efficiency of the enterprise, the result obtained (gross income, profit) is compared with the costs or resources used. Comparison of profit with costs means profitability or rate of return. The profitability of the enterprise is characterized not only absolute indicators, but also relative. Relative indicators - this is the profitability.

1. Return on Advance Capital = Net Income/Average Balance Total. The return on capital shows how many rubles of profit fall on the ruble of advanced capital.

2. Profitability equity= net profit/average equity.

Shows how many rubles of profit fall on the ruble of equity capital.

3. Profitability of products = profit from sales / proceeds from sales.

Shows the share of profit in each ruble of sales proceeds

4. Profitability of the main activity = profit from sales / production and marketing costs.

Shows the share of profit in costs

5. Profitability of production \u003d Profit before tax / average annual cost production assets shows the effectiveness of the use of fixed and working capital by the enterprise.

6. Profitability of the enterprise = profit from sales / average annual cost of production assets.

An enterprise is considered profitable if, as a result of the sale of products, it recovers its costs and makes a profit.

Calculations of profitability indicators are given in table. 1.3.

Table 1.3.

Enterprise profitability indicators

Index			Growth rate (%)
1. Profit before tax, (million rubles)
2. sales volume, (million rubles)
3. cost of production assets, (million rubles), including
Cost of fixed assets, (million rubles)
Price working capital(million rubles)
6. profit per 1 ruble of sold products, (million rubles)
7. profitability of production (%)
8. net profit (million rubles)
9. product profitability (%)
10. profitability of core activities (%)
11. enterprise profitability (%)

Based on the data in the table, we can say that profit before tax increased by 25%, sales volume increased by 16%, which is a positive trend. The value of fixed assets and the value of working capital increased by 13% and 64% respectively. Which indicates the expansion of production. The cost of production assets increased by 56%.

Profit per 1 ruble of sold products increased by 8%, which is very good for the company.

Because the profitability of production decreased by 2%, this means that the company is inefficiently using fixed and working capital.

An increase in the profitability of products by 1% indicates that the profit per ruble of revenue has increased.

Profitability of the main activity practically did not change. The overall profitability of the enterprise decreased by 5% due to the inefficient use of production assets.

Thus, the analysis of the financial condition of the enterprise as a whole indicates effective work Telemax LLC. The company has a tendency to increase sales revenue, profits and increase profitability. Due to the stable position of Telemax LLC and the availability of free funds, the creation of a new store will be carried out at the expense of Telemax LLC's own funds, without attracting additional investments.

Conclusions:

Analysis of the activities of the Telemax chain of stores allows us to draw the following conclusions:

1. LLC "Telemax" is a trading company operating in the market of complex household appliances.

2. The results of the enterprise's activities have a positive trend, in particular, net profit increased over the analyzed period by 15.009 million rubles.

3. Analysis of liquidity indicators showed that the values ​​of the indicators tend to increase and are within the normative values, which indicates a satisfactory solvency.

4. Analysis of profitability indicators indicates inefficient use of fixed and working capital.

Section 2. Analysis of the household appliances market in St. Petersburg

2.1. Trends in the development of the household appliances market in St. Petersburg

The household appliances market is characterized by a high level of competition. Today the household appliances market is one of the dynamically developing markets. Thus, according to the research firm "Gortis" in 2003, the level retail sales amounted to 175-195 thousand dollars, which is significantly higher than the level of 2002 (Fig. 2.1.).

Rice. 2.1. Dynamics of retail sales in the household appliances market in St. Petersburg

In 2003, 30-32% of St. Petersburg families (420-450 thousand families) bought household appliances, that is, the same as in 2002.

An estimate of the total number of purchases of audio, video and home appliances in St. Petersburg without suburbs in 2003 is 950-1150 thousand. This is at least 10% less than in 2002. Despite a slight decrease in the number of purchases of household, audio and video equipment, the total volume of sales increased by 20-25%. This happened due to a change in the structure of sales towards more expensive goods.

In 2003, the demand for television sets, video recorders, microwave ovens, and vacuum cleaners decreased by 15-20%. Fewer began to buy plates.

Sales of computers and other office equipment for personal use increased significantly (in 2002, purchases of a computer or other office equipment for home did not exceed 7-9 thousand, and in 2003 - 28-30 thousand, that is, 3.5-4 times more). They bought home theaters more actively, they began to buy more radio tape recorders, music centers, refrigerators.

The demand for video cameras and small household appliances remained almost at the same level (Fig. 2.2.).

http://www.gortis.info/imagecatalogue/imageview/123/?RefererURL=/article/archive/68

Rice. 2.2. Distribution of sales volume of household appliances by types of goods, %% of sales volume in monetary terms

Growth can be noted as the main trends in the development of the household appliances market, the dynamics of which is due to an increase in purchasing power, as well as the process of replacing household appliances and electronics purchased in the early 90s. Russian market began to take shape in 93-94, when imported electronics appeared in fairly serious volumes. Its service life is 6-7 years, after which there is a massive exchange of equipment. Thus, the end of the service cycle of equipment purchased in 1993 and 1994 fell approximately in 1999 and, consequently, a new wave of purchases, due to the aging of equipment and electronics, should have come in 2000. But at the turn of the millennium, this exchange did not take place. Due to the crisis of 1998, it was postponed until 2002. Therefore, at the moment we are seeing an active growth in sales. In addition, the market dynamics is influenced by the arrival of new technologies. In particular, DVD technology electronics are now in increasing demand, the share of which is growing in relation to VHS. Another trend is the redistribution of market shares between trading formats.

Considering the home appliances market in St. Petersburg, it is worth noting that electronics is sold in several ways. First of all, through "open markets" - the concentration of small shops and pavilions. The average area of ​​such a store is 50-60 square meters. m, they trade in a narrow range, designed mainly for a low price level. The second format is multi-brand stores, electronics supermarkets ranging from 500 to 1000 square meters. m. They represent a wide range of products and are designed for the middle class consumer. Until mid-2001, these two formats were the main ones, and the market was divided between them. But already last year there was a tendency to reduce the share of "open markets" and increase the share of supermarkets. In 2004, a new format also appeared - an electronics hypermarket. The area of ​​a hypermarket averages from 2,000 sq. m. m, which allows you to present the entire range of products from built-in appliances and home theaters to mobile phones. In particular, about 16 thousand items are presented in the catalog of an average store. A hypermarket is characterized by a large assortment that covers all price categories for people with low, medium and high incomes, as well as a self-service format that allows you to increase store traffic, make the service process faster and more convenient for the buyer. The pioneer here is M.Video, which implemented the first such project at the end of 2001. It is also necessary to note the fourth format - this is the sale of electronics in hypermarkets with a wider range of products. It still occupies a small market share, but it is very promising.

There is another format, the share of which is still very small - this is sales via the Internet. M-Video considers its development very promising, we have a special program for the online store. At the moment, 2% of retail turnover is made up of sales via the Internet.

In the market of St. Petersburg in 2004, "open markets" accounted for about half of all sales, the share of supermarkets was 45%, the share of hypermarkets - 5%. Sales on the Internet take only a fraction of a percent. In 2005, we can assume that the market will line up as follows: the share of "open markets" will decrease to 39%, the share of supermarkets will be 45%, and the share of hypermarkets will increase to 15%. At the same time, it should be noted that of these 13%, 11% will be in electronics hypermarkets, and 3% in general hypermarkets. Internet sales will reach about 3%.

Thus, trade formats can be built into a certain hierarchy in terms of sales volume, level of service, variety of assortment, in which the lower level is occupied by the “open market”, the middle one is electronics supermarkets, the upper one is hypermarkets. At the same time, each format at a higher level will take away market share from the lower one. The “open market” will decrease in favor of supermarkets, which in turn will be taken away by hypermarkets.

Considering the foregoing, we can conclude that at present the most optimal trade format is a supermarket.

2.2. Competitor analysis

According to buyers, the most popular household appliances stores in St. Petersburg are Eldorado, Technoshock and Mir tehniki (Table 2.1.).

Table 2.1.

Popularity of stores in terms of buyers

The positioning of stores by popularity and price range is shown in Fig. 2.3.

Rice. 2.3. Positioning of household appliance stores

As positioning scores, a point score of stores was chosen according to the criteria of pricing policy and popularity.

Popularity was assessed on a 5-point system, and the price range was assessed on a 3-point scale (from 0 to 1 - prices are below average, from 1 to 2 - prices correspond to average prices in the market and from 2 to 3 prices are above average).

We will evaluate the main competitors in accordance with the following criteria:

Assortment policy;

Price range;

Service level;

Availability of discount and bonus programs for buyers;

Additional services(delivery, sale on credit, etc.).

To assess the comparative advantages of competing firms, we will use the method of market segmentation by main competitors (Table 2.2.).

Table 2.2.

Market segmentation by main competitors

Name	Location	Range	Service level	Price policy	Availability of discount programs	Availability of discounts and bonuses	Delivery	Sale on credit	The final value of competitiveness
El Dorado
technoshock
World of technology
radio house

The results presented in the table were obtained by the method of expert assessments. Each factor in the table was rated from 0 (weakest position) to 5 (dominant position). Grades were put down in each of the columns of the table, and then summed up and the average score is found.

2.3. Consumer Analysis

According to F. Kotler, the market consists of all potential consumers who have private needs or desires, ready to satisfy them and able to pay for such satisfaction. The basis of market practice is the ability to identify a consumer or client, the ability to adapt to the consumer's point of view.

The market, as a rule, forms groups of consumers with completely different needs and desires. Each such group is a specific market segment with different consumer characteristics. Thus, segmentation is a strategy used by the seller to concentrate and therefore optimize the use of their resources in the market. Segmentation is also a set of procedures used by sellers to segment the market.

F. Kotler offers segmentation according to the following characteristics:

Geography;

Demography;

Psychography.

Geographical segmentation involves dividing the market into different geographical units: states, states, regions, counties, cities, communities. The firm may decide to act:

1) in one or more geographical regions;

2) in all areas, but taking into account differences in needs and preferences determined by geography.

Demographic segmentation consists of dividing the market into groups based on demographic variables such as gender, age, family size, family life stage, income level, occupation, education, religion, race, and nationality. Demographic variables are the most popular factors that serve as the basis for distinguishing consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption of a product, are often closely related precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables. Even in cases where the market is not described in terms of demographics (say, based on personality types), it is still necessary to make a connection with demographic parameters.

For segmentation by demographics, variables such as age, gender, income level are used.

In psychographic segmentation, buyers are divided into groups based on social class, lifestyle, and/or personality characteristics. Members of the same demographic can have vastly different psychographic profiles.

Behavioral segmentation divides customers into groups based on their knowledge, attitudes, use of the product, and reaction to the product. Many marketers consider behavioral variables to be the most appropriate basis for shaping market segments. Buyers can also be distinguished from each other by the reasons for the emergence of the idea, the purchase or use of the product.

Appliance store shoppers can be segmented geographically and by a range of behavioral variables, user status, intensity of consumption, degree of commitment, willingness to accept and attitude towards the product.

It is more expedient to segment the markets for goods of a household appliances store according to the types of end consumers of the goods. Different end users often look for different benefits in a product. So, in relation to them, you can use different marketing mixes. Another variable that can be used to segment the appliance store product market is customer weight.

Thus, having considered the main approaches to market segmentation, let us dwell on the characteristics of potential buyers presented in Table 2.3.

Table 2.3.

Market segmentation

Sharding options

Segment profiles

Men

Income level

Less than 3000 rubles / month

3000-5000 rubles/month

5000-10000 rub/month

10000-15000 rubles/month

More than 15,000 rubles / month

Education

Secondary special

Kind of activity

non-working population

A housewife

Working population

Speciality

Service staff

employee

Specialist with VO

Senior manager

Family status

Family

lonely

Family size

Number of children

No children

First segment

Second segment

In order to determine the behavioral characteristics of representatives of this segment, we will conduct an assessment according to such characteristics as:

Leisure activities;

Frequency of trips abroad;

Use of the Internet.

To determine the main segment, a study was conducted, which included a survey of 100 respondents. As a tool for collecting primary information, a questionnaire was developed, which was intended for store visitors.

The data obtained were processed and combined, thus, in general, a selective survey of 100 people was conducted. It should be noted that with an increase in the sample size, the probability of distortion decreases and the sampling error can be neglected.

A study of the structure of consumers based on demographic factors (Fig. 2.4.) Revealed the following picture: data on the age and sex structure show that among store visitors there is approximately the same proportion of men (51%) and women (49%), and in the age group from 29 to 45 years.

Rice. 2.4. The structure of store visitors by gender

On average, this is 63% of the total number of respondents and exceeds the number of women by 54%. This is due to the fact that people of this age, as a rule, have already taken place. The age structure of the study sample is shown in Figure 2.5..

Rice. 2.5. Age structure of consumers

Thus, potential buyers of household appliances are men and women aged 29 to 45 years.

An analysis of marital status showed that every second person is married (Fig. 2.6.).

Rice. 2.6. Family status

The family of a person who regularly buys household appliances usually consists of three people, somewhat less often - of two or four (Fig. 2.7. - 2.8.).

Rice. 2.7. Household size

2.8. Number of children in the household

Most home appliances buyers are working people. Most often, these are professionals higher education, every fifth customer is a senior manager, and every fourth is an employee (Fig. 2.9. - 2.10).

Fig.2.10 Employment

Rice. 2.10 Position

Store visitors have a high income: 86% of them can easily purchase durable items, 10% are able to buy an apartment, a summer house (Figure 2.11).

Rice. 2.11. consumer group

The dependence of purchases on the age of the level of well-being of St. Petersburg buyers is presented in Table. 2.4.

Table 2.4.

Age and wealth of household appliances buyers

Thus, based on the analysis carried out, it can be concluded that the main segment includes married couples aged 35 with an income above the average and working and having a higher education.

Conclusions:

In the medium term, it is possible to predict the growth rate of effective demand for household appliances in the range of 15-20%% per year. The share of expenses for the purchase of household appliances in the total expenses of St. Petersburg residents will remain virtually unchanged. The rate of growth in the volume of money in the market will approximately correspond to the rate of growth in the money supply in the hands of the population.

Growth can be noted as the main trends in the development of the household appliances market, the dynamics of which is due to an increase in purchasing power, as well as the process of replacing household appliances and electronics purchased in the early 90s.

Most strong competitor is a network of Mir tekhniki stores, as it is located in close proximity to Telemax stores and offers a similar range of goods and services: delivery, sale on credit, payment by credit cards, flexible system of discounts.

The core segment includes married couples aged 35 with an above-average income who are employed and have a college education.

Section 3. Development of the main sections of the business plan

Trade in electronics and household appliances requires a special approach to space planning and selection of equipment. The store premises should include a trading floor and auxiliary premises, which include: a warehouse, office premises, etc. Unlike a food supermarket, the need for auxiliary premises in an electrical appliance store is minimal. In stores that are part of the Telemax retail chain, about 80% of all space is allocated for the sales area, and in some cases even more. When placing product groups, large household appliances are given a place near the wall away from the checkout area so that they do not block other goods.

Equipment for a home appliance store should be designed for a large load. The furniture is based on metal racks that can withstand up to 1000 kg, and the shelves have a great depth, as they are often designed for bulky goods. They can be integral or composite. To connect and check the operation of the equipment, cable channels are provided in which wires and sockets are hidden. Holes for antenna plugs are made on the back wall of the racks.

For expensive equipment of a small size (photo-, video equipment), racks with glass lockable showcases with backlight are more convenient. The extensions are provided with holes for the installation of anti-theft systems. Sales of audio, video cassettes and CDs increase racks with various extensions and accessories that improve product visibility. To listen to CDs, special displays are used, which are equipped with a central control unit and headphones.

To sell large household appliances, the store needs racks with reinforced shelf supports and solid shelves with additional stiffeners. Various podiums are well suited for these purposes. Household appliances stores also require auxiliary equipment - counters for testing goods, which provide the ability to connect to the mains, antenna, telephone line.

Kitchen equipment is most often allocated to a separate area: this makes it easier for the buyer to find the goods. In this case, equipment of a different color is even used to emphasize this group of goods. The search for this or that equipment in the hall should be simplified by large signs explaining where which goods are located. This is especially important in relation to goods placed along the walls - that is, away from the main consumer flows.

The least successful is the option of using a large number of island structures in the trading floor of an electrical appliances store. As a rule, the buyer is confused, cannot return a second time to the product that interested him, is lost. I would advise using a linear layout: when certain group products are displayed in one row. This way of arranging the equipment allows you to emphasize the size of the trading floor and greatly facilitates the search for the buyer. However, the lines should not be longer than 20 m, otherwise it will not reach the goods placed at the very end of the rack.

Thus, the Telemax store will be located in the premises with total area 200 sq.m. with 120 sq.m. will be allocated to the trading area, and 80 m for auxiliary premises.

The rental of premises consists of the rental of premises under outlets and under the warehouse and will be 320 rubles. per sq.m per month. The annual rent will be: 200 * 320 * 12 = 768,000 rubles.

The store's need for equipment is presented in Table. 3.2.

Table 3.2.

Need for equipment

Thus, to create a store, an initial investment of 552,380 rubles is required. (equipment costs and rent for half a year).

The forecast of sales volumes should be carried out on the basis of a comparison of the results of marketing research with the capabilities of the enterprise.

The initial data for drawing up the annual implementation program are:

Annual demand for goods;

Projected annual revenue

The annual need for a product based on marketing research is shown in Table. 3.3.

Table 3.3

Annual demand for goods

Name of product	Plan for 2005, pcs.
	day	month
Music Center
CD player
television
fridge
Washing machine
Electric stove
radio tape recorder
Food processor
VCR
Dishwasher
Juicer
accessories

Additionally, it is necessary to draw up a planned turnover for 2005, presented in Table. 3.4.

Table 3.4

Planned trade turnover for 2003

Name of product	Average price, rub.	Sales per year, pcs.	Goods turnover, thousand rubles	% of total turnover
Music Center
CD player
television
fridge
Washing machine
Electric stove
radio tape recorder
Food processor
VCR
Dishwasher
Juicer
accessories
Total:

The increase in sales should be positively affected by the parallel introduction of sales promotion measures. It is also possible to increase sales due to a significant expansion of the range of related products and the introduction of new product groups.

The predicted cost estimate for the implementation of the activities of Telemax LLC for 2005 is presented in Table. 3.3.

Table 3.3.

Projected cost estimates for 2005

The cost of purchasing goods is calculated by the formula:

Zzak \u003d Planned revenue / (1 + average markup) (1)

Zzak \u003d 64342 / (1 + 0.35) \u003d 47661 thousand rubles.

Salary is calculated based on staffing presented in table 3.1.

Accruals for wages(single social tax) employees account for 36.5%. The basis for the calculations is the accrued wages.

816 * 0.365 \u003d 297 thousand rubles. (2)

Transportation costs amount to 0.2% of revenue and are determined by the formula:

T \u003d Planned revenue * 0.002 (3)

T \u003d 643428 * 0.002 \u003d 1286 thousand rubles.

Based on the calculated income and expenses of the store, we determine the economic performance of the store in 2005. The main economic indicators for 2003 of Telemax LLC are presented in Table 3.4.

Table 3.4

Main economic indicators

To assess the efficiency of the enterprise, the indicator of product profitability is used, which is calculated as the ratio of profit from sales to sales proceeds.

The level of profitability in 2005 will be

Thus, the economic performance indicators indicate the feasibility of creating a store.

3.4. Financial plan

In the section of the financial plan, the balance of cash expenditures and receipts for the enterprise as a whole is calculated (Table 3.6), which will allow you to check the synchronism of the receipts and expenditures of funds.

For this, all types of taxes paid by the enterprise are determined (Table 3.5)

Payments to the budget are calculated on the basis of standard tax rates.

Table 3.5

Calculation of tax payments to the budget for 2003.

Let's plan the balance of cash income and expenses for 2005 for Telemax LLC (Table 3.6).

Table 3.6.

Balance of cash income and expenses, thousand rubles

Thus, at the end of the period, the company has at its disposal a balance of funds in the amount of 5,736 thousand rubles, which the company can use to purchase fixed assets, expand the range, conduct additional promotional activities and pay additional bonuses to employees.

Conclusions:

To carry out its activities, the company currently has five specialized stores, four of which are located in the northern districts of the city and one in the south of St. Petersburg. Currently, in order to expand sales markets, it is planned to open another household appliances store in the south of St. Petersburg.

The personnel of Telemax LLC is divided into 4 categories: managers, specialists, sales and operational personnel and support personnel. The structure of heads includes: director, administrator and heads of departments. An accountant is a specialist. As part of the trading and operational personnel, positions (professions) of sellers and cashiers are distinguished. As part of the support staff of the profession, loaders and cleaners

The Telemax store will be located in a room consisting of retail and auxiliary premises with a total area of ​​200 sq.m. To create a store, an initial investment of 552,380 rubles is required. (equipment costs and rent for half a year).

Economic indicators activities indicate the feasibility of creating a store.

As the main indicator of the effectiveness of a business plan, it is customary to consider the break-even point indicator.

The size of profits and losses largely depends on the level of sales, which is usually a value that is difficult to predict with certain accuracy. In order to know what level of sales is required to achieve the profitability of the enterprise, it is necessary to conduct a break-even analysis.

Break-even analysis allows you to answer the question: “How many products do you need to sell in order for the company to become profitable?” Each time a product is sold, a portion of the proceeds goes toward fixed costs: This portion, called gross profit, is equal to the selling price minus direct costs. Therefore, for analysis, gross profit must be multiplied by the number of products sold: the break-even point is reached when the total gross profit becomes equal to fixed costs.

Based on the available data, a break-even chart was built for Telemax LLC (Fig. 4.1.). In this chart, the sales volume is shown for all products, calculated on the basis of the average price.

Calculation of the break-even point in in kind calculated by the formula:

Fixed costs (Z post), rub. 4306000

variable costs per unit prod. (Z lane), rub. 1273

Weighted average price (P), rub. 5115

4306000/5115-1273 = 1120 pcs. in year.

Rice. 4.1. Break even

The graph shows that when selling 1120 pcs. equipment, that is, with revenue of 5,728,800 rubles. The firm breaks even, with more revenue, it begins to make a profit.

At the second stage of evaluating the economic efficiency of the project, such indicators are calculated as:

Net present value is calculated using the formula:

where Bt is the benefits of the project in year t

Ct - project costs in year t

t = 1 ... n - project life years

The investor should give preference only to those projects for which the NPV is positive. A negative value indicates the inefficiency of the use of funds: the rate of return is less than necessary.

profitability index.

The profitability index (PI) shows the relative profitability of the project, or the discounted value of cash receipts from the project per unit of investment. It is calculated by dividing the net present value of the project by the cost of the initial investment:

where: NPV - net present cash flows of the project;

Co - initial costs.

The internal rate of return is the indicator at which NPV=0. At this point, the discounted cost stream equals the discounted benefit stream. It has the specific economic meaning of the discounted "break-even point" and is called the internal rate of return, or, for short, IRR.

Efficiency assessment for the project of creating a household appliances store LLC "Telemax" was made on the basis of integral indicators reflecting the economic efficiency that is planned to be achieved as a result of its implementation. The discount factor (discount rate) adopted in the calculation of project efficiency is 0.15 (15%).

The results of calculating the indicators of economic efficiency of the business plan are presented in table 4.1.

Table 4.1.

Project economic efficiency indicators

An analysis of the economic efficiency of the project shows that the project is particularly sensitive to changes in the selling price. If the price is only 20% lower than expected, then the project will enter a loss zone already in a typical production period. So the break-even analysis allows you to conclude that the biggest risk associated with the price.

The project is not as sensitive in terms of intended sales, as well as fixed and variable costs. The volume of demand may be a quarter less than planned, until the project enters the zone of losses. Variable costs may be 20% higher than expected, and fixed costs higher by 30%.

Thus, the liquidity of the project is ensured, i.e. cumulative net cash flow during the entire planned phase is not negative.

Conclusions:

The break-even point is reached when selling 1120 pcs. equipment, that is, with revenue of 5,728,800 rubles. The firm breaks even, with more revenue, it begins to make a profit.

The project to create a store is economically feasible, since the net present value at the end of the planning period is positive.

Conclusion

A business plan is a form of presentation of business proposals and projects generally accepted in world economic practice, containing detailed information about production, marketing, financial activities firms and assessment of prospects, conditions and forms of cooperation based on the balance of the company's own economic interest and the interests of partners, investors, consumers and competitors, prospects, forms and conditions of cooperation.

When designing a new store, the approach from the point of view of business planning is the most optimal, due to the fact that as a result of the work the position of the enterprise in the market is determined, business prospects are opened and detailed forecasting of income and expenses is carried out during the implementation of the project.

One of the important components of the development of a business plan is a marketing study, during which it was found that in the medium term it is possible to predict the growth rate of effective demand for household appliances in the range of 15-20%% per year. Growth can be noted as the main trends in the development of the household appliances market, the dynamics of which is due to an increase in purchasing power, as well as the process of replacing household appliances and electronics purchased in the early 90s.

To carry out its activities, the company currently has five specialized stores, four of which are located in the northern districts of the city and one in the south of St. Petersburg. Currently, in order to expand sales markets, it is planned to open another household appliances store in the south of St. Petersburg.

The conditions for the implementation of the main activities of the store are determined in the process of developing such sections of the business plan as the production plan and the financial plan. These sections allow a detailed indicator of the activity of the enterprise within the framework of the project being implemented.