Where and How to Sell Shoes: Practical Guidelines and Effective Methods. How to start a shoe store from scratch? (ready-made business plan) What information should be included in the product description

Before drawing up a business plan for selling shoes, you need to decide which manufacturer's products and in which price segment to deal with. It is better to start trading with inexpensive universal models with large coverage target audience... Over time, you can diversify the range according to modern trends... Taking into account the growth in shoe sales via the Internet, great advantage will create your own website.

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Relevance

The relevance of this business idea lies in the fact that shoes are one of the essentials. According to the research, in Russia, the average monthly cost of one family (of 3 people) for shoes is 3000 rubles.

The change of seasons forces consumers to regularly change winter boots for spring sneakers and summer shoes. As for children, their leg grows very quickly, forcing parents to make acquisitions every season.

Market description and analysis

The shoe market can be characterized as follows:

  1. The peak of sales is observed in the autumn-spring months.
  2. Since 2016, the footwear market has tended to increase sales. This is due to an improvement in the welfare of the population and a decrease in the cost of goods.
  3. In 2017, sales increased by 17%. This is partly due to the coverage of needs during the 2014-2016 crisis.
  4. According to research, every adult buys at least 2 pairs of shoes annually. On average, purchases are made every month and a half.
  5. Due to the change in the dollar exchange rate, the cost of some imported products increased by 30%. This resulted in a 25% reduction in consumers of expensive shoe boutiques.
  6. Since 2017, there has been an increase in demand for domestic footwear in Russia with an increase in sales by 10%. It is predicted that within 2 years, the percentage of Russian and imported footwear will look like this: 35 versus 65%. At the same time, a reorientation to universal types of products is noted.
  7. 70% of purchases are made by women aged 18-50.
  8. During the crisis, small footwear businessmen left with the capture of a niche by large chains.
  9. According to BusinessStat forecasts, from 2020 to 2022, sales will increase by 1.8-3% annually. By 2022, the number of pairs sold will be 679.8 million.

The largest footwear manufacturers are as follows:

  • Technoavia;
  • Ralph Ringer;
  • Yegoryevsk-shoes;
  • Unichel;
  • Bris-Bosphorus;
  • Yaroslavl RTI Plant.

The target audience

When opening a store, it is more profitable to focus on the following consumers:

  • women aged 20-50;
  • mothers of children under 7 years old (active leg growth);
  • adolescents from 14 to 20 years old (gender does not matter).

Competitive advantages

As competitive advantages when organizing your own business, the following can be distinguished:

  • 3-5% discount for the second pair;
  • a gift when purchasing 3 pairs of winter boots for the whole family (for example, an electric dryer);
  • accumulative points system;
  • additional discount or gift on holidays;
  • the opportunity to order the fitting of 3 pairs of shoes with a visit to your home or office;
  • free delivery by courier or carrier when buying online.

Advertising campaign

  • printed materials - brochures and business cards;
  • banners in crowded places;
  • a catalog of goods sent to the offices of large companies;
  • radio and television advertising;
  • development of your own website;
  • Internet Marketing.

The following advertising methods should be used as online marketing:

  • contextual advertising;
  • paid clicks;
  • accounts in popular social networks;
  • cooperation with bloggers;
  • own channel on Youtube.

Types and assortment

A shoe store can be presented exclusively via the Internet or as an offline project. Stores differ in filling - it can be an emphasis on one type of product, or on several.

Basically, the assortment looks like this:

  • sport shoes;
  • male;
  • female;
  • children's;
  • mixed;
  • classic.

The following modern models are distinguished:

  • sleepers;
  • birkenstock;
  • shoes;
  • mules;
  • oxfords;
  • brogues;
  • espadrilles;
  • monks;
  • loafers;
  • top siders;
  • ankle boots;
  • boots;
  • sneakers;
  • sneakers.

According to the material of manufacture, the shoes are divided into:

  • leather;
  • rubber;
  • felted;
  • textile;
  • synthetic.

Internet shop

A step-by-step instruction for opening an online store looks like this:

  1. Domain selection. You need to come up with a name for the online store that will be displayed in the search engine. It should be memorable and in line with the business idea.
  2. Website development. An entrepreneur can develop it independently or with the involvement of specialists. The main requirement for a site is ease of use and regular optimization. Both the owner and the hired worker... In the latter case, you will need to pay a salary, which will consist of a salary and a percentage of sales.
  3. Online store design. It is important to ensure that the photographs of the products being sold and the general background are in harmony. All sections should be filled as much as possible (registration certificate number, contact numbers). It is advisable to indicate the dimensional grid and describe the materials from which the products are made.
  4. Contract with suppliers. You can find shoe manufacturers on the Internet and conclude an agreement with them. By agreement, the seller is provided with a discount and high-quality studio photos. The second option is the sale of foreign shoes. It could be China or England (the most popular destinations).
  5. Resolving issues with payment and delivery. There can be a lot of options. In order to protect the seller and the client, you can use the Internet integration service. In this case, the client transfers money to an account, for example, New mail, which forwards them to the supplier after the customer receives the goods.
  6. Marketing and Promotion. Your own website needs to be advertised, just like an offline business. It is better to use Digital Marketing, that is, the available types of advertising over the Internet.

The main costs that an online business entrepreneur will face include:

  • website development (USD 500-1000);
  • payment to the site administrator (10,000-25,000 rubles);
  • advertising (from 5000 rubles).

The business can be formalized as an individual entrepreneur or LLC.

An overview of ways to promote a shoe online store. Taken from the gkhtopograph channel.

Offline business

This type of store organization is more expensive. Need to invest own funds or seek outside help. The main thing is to prepare a high-quality business plan for the sale of shoes with financial calculations. This will help attract investors. You can conclude an agreement with a franchisor, which is important for large cities.

Step-by-step instructions for opening a shoe store

After drawing up an estimate and approving a business plan, opening a store from scratch includes the following stages:

  1. Registration.
  2. Premises for rent.
  3. Redecorating.
  4. Purchase of furniture and equipment.
  5. Purchase of footwear.
  6. Hiring.

Studying the reviews of successful entrepreneurs in this area, we can draw the following conclusions:

  • advertising activities must be started in advance - before opening the store itself;
  • racks for storing shoes can be purchased second-hand.

The documents

The implementation of a business idea includes the following organizational points:

  1. To register as an individual entrepreneur, you will need to provide a passport to the Unified Registration Center and fill out an application. It is preferable if the store is not on the Internet. In this case, the charter will be needed. Registration can be started online.
  2. After receiving a certificate of state registration, you will need to register with the Tax Service.
  3. If there is a room, it is important to contact the fire department, which will issue a conclusion that allows you to work.

Premises and design

The choice of premises should be influenced by the size of the start-up capital:

  • if you plan to launch a large project, it is better to rent premises in a shopping and entertainment complex;
  • a small store can be located in the central part of the city or in a residential area.

The main thing is cross-country ability and convenient access.

It is better to locate a shoe store near:

  • metro stations or stops;
  • large stores (supermarkets);
  • retail space;
  • railway station.

Square trading floor should be 30-40 m2. Renting such premises will cost from 15,000 to 25,000 (in the city center).

The design of the premises must correspond to the offered goods. For a shoe store, it is enough to make cosmetic repairs (about 15,000).

Equipment and inventory

Equipment you need to open a store:

  • racks for shoes;
  • ottomans for sitting;
  • fitting carpets;
  • shoe spoons;
  • mirrors;
  • table and chairs for staff;
  • cash machine.

Shoe racks Ottoman for visitors Fitting mat Mirror for trying on shoes

You can install an additional rack to sell related products:

  • shoe care products;
  • socks.

The approximate cost of a complete set of new equipment will be 170,000 rubles.

Staff

The number of personnel, requirements for the candidate and his duties are shown in the table:

Thus, the salary fund will amount to 130,000 rubles a month.

Financial plan

Calculations were made for a shoe store located near the center in Moscow and include:

  • the cost of opening a store;
  • regular costs;
  • income.

How much does it cost to open a shoe store?

The cost of opening a shoe store is presented in the table:

Thus, the initial investment will amount to 655,000 rubles.

Regular costs

The list of regular costs is presented in the table:

Income

On average, 15 pairs of shoes are sold per day at a cost of 500 rubles. The markup can be up to 300% (for example, it is 100%). Thus, the monthly income is 450,000 rubles. Net profit - 60,000 rubles.

Calendar plan

The calendar business plan for the sale of shoes looks like this:

Stage1 month2 months3 months4 months5 months6 months7 months
Market analysis+
Business plan preparation+ +
Registration of a package of documents +
Search and rent of premises + +
Redecorating +
Equipment + +
Purchase +
Staff recruitment + +
Opening +

Thus, it will take 7 months to organize a business.

Risks and payback

Among the risks are the following:

  • theft among sellers;
  • significant growth in the cost of goods;
  • irrelevance of models in style or their inconsistency with fashion;
  • seasonality of business;
  • competitive fight.

The business will pay off in about 10-11 months.

Integrated internet presence strategy. Basic methods and tools for effective online promotion. What do you need to do for successful start online shoe store.

Successful online shoe sales are based on three main pillars:

  • Successful business model of your company, reflected in the development strategy
  • Integrated internet presence strategy (including advertising media mix)
  • Convenient online store that fully matches the business model and goals of your business

We will not touch on the first point in this article - successful shoe trade business models (for example, Zappos or Sapato - a Zappos clone in Russia) is a separate extensive topic for discussion. But we can highlight the second and third points.

The article will be based on the research that this summer (2012) was carried out by the Marketing Group "Kompleto", which surveyed 400 companies engaged in the sale of footwear and clothing, including via the Internet. The surveyed companies trade offline and online, some of them are exclusively online stores.

According to the survey: "What is the role of an online store in the structure of your business?"

  • Key (no business exists without an online store) - 60%
  • Supporting (the business exists without an online store) - 40%

It is important to note that even in the second point (supporting role), the respondents noted that online sales each quarter significantly increase the share in the company's revenues.

The survey data is interesting. Anyone is involved in the development of a company's business on the Internet, except for specialized Internet marketing companies - SEO companies, ordinary marketers, non-core specialists in the state.

Separately, it should be noted that in 10% of companies no one is engaged in Internet marketing (and this is in 2012), and in 30% (!) A non-core specialist. 20% gave themselves up to the SEO company - we will not comment on this fact (it is interesting that 70% of the budget is spent on their website promotion services). Here I would like to remind you once again that 80% of companies do not profit from investments in online advertising.

Integrated internet presence strategy (including advertising media mix)

To get online sales, a shoe store has to go through 10 steps. The basis is the strategy on which the rest of the tools and techniques are based: analytics, advertising, mailings, reviews, SMM, usability, SEO, content, trading and accounting systems and user recommendations.

1. The first and most important component of success is your Internet presence strategy.

If you do not have an internet marketing strategy and this strategy is not integrated in any way with your market mix, all your initiatives are doomed to failure in advance. Why?

Judge for yourself - the goals and objectives of the online store, the goals and objectives of advertising campaigns, metrics and key indicators efficiency - all this is written into a single strategy.

There is no strategy, which means you cannot properly design an online store and its structure, you cannot set goals for advertising campaigns and choose the right tools, and most importantly, you cannot assess their effectiveness.

We see interesting data from the survey. 20% of companies do not have USP, 70% do not have an Internet presence strategy. As a consequence, 80% of companies do not profit from their online advertising investments.

Your online store (and business in general) is focused on:

  • Mass market. Segmentation, as such, is not applied. There is no Unique Selling Proposition (USP). twenty%
  • A certain niche, beyond which you do not plan to go. There is a Unique Selling Proposition (USP) for this niche. thirty%
  • Massive but clearly segmented market. There is a Unique Selling Proposition (USP) for each segment. 50%

Do you have a step-by-step strategy for the development of your company on the Internet for the next six months?

  • Yes 30%
  • No 70%


  • No 30%
  • Only pay off 50%
  • Make a profit of 20%



2. Web analytics


Web analytics systems by popularity:

  • Liveinternet 62.8%
  • Google Analytics 56.4%
  • Yandex metric 64.4%
  • Rambler TOP100 28.8%
  • Openstat 2.8%
  • No web analytics 2.8%


By what parameters do you assess the effectiveness and efficiency of a particular advertising campaign?

  • return on investment (ROI) 20%
  • number of calls
  • number of applications from the site 20%
  • number of sales 30%
  • number of visitors
  • number of targeted actions completed 20%
  • positions in the top 10%

3. Advertising campaigns, email marketing and retargeting

The main marketing channels today are:

  • Search engine marketing (organic search and contextual advertising)
  • Display advertising
  • Social media marketing
  • Mobile Marketing
  • Email Marketing
  • SMS marketing

All of these channels should be used in line with your business goals and clearly spelled out in your internet presence strategy. Naturally, the effectiveness of all campaigns must be measured.

95–98% of visitors leave your online store without buying. Bring them back and sell them! Retargeting allows you to show contextual and different formats only to those people who did (or didn't) certain actions on your website. In its simplest form, with retargeting, users see ads for a specific product on third-party sites (or your site) after they leave your online store without making a purchase.

Who is involved in the development of your company on the Internet?

  • Search Engine Promotion Company (SEO Company) 20%
  • Internet Marketing Agency 0%
  • Staff Internet Marketer 15%
  • Staff marketer 25%
  • Non-core specialist on staff 30%
  • Nobody 10%


What promotion channels do you spend your advertising budget on?

  • Search Engine Promotion (SEO) 70%
  • Contextual advertising 20%
  • Social networks 20%
  • Display advertising (banners) 10%
  • Display advertising 10%

Is there a policy to motivate the client to repeat sales?

  • Yes 90%
  • No 10%

What is the share of repeat sales?

  • up to 15% 20%
  • from 15% to 30-40%
  • from 30% more than 30%
  • We do not know this 10%

4. Testimonials or word of mouth

Word of mouth marketing is one of the most powerful sales channels today. Online retailers that do not use the power of recommendation and testimonials are far behind those that help customers spread word of mouth.

Reviews and recommendations are external and internal. External ones are, for example, Yandex.Market, specialized forums and blogs, social recommendations, email recommendations. Internal are product reviews, ratings and recommendations for products / services inside your online store.

The only condition that must be observed when using word of mouth marketing on the Internet is that your products / services must be of high quality and you must not deceive your customers. If you are not, word of mouth that you are dishonest will spread in a matter of weeks and your business will be over.





5. Social networks

It is important to understand that there are 3 global forms of use social networks:

  1. the use of social networks (more precisely, their plugins for the site) to disseminate reviews / information about products
  2. maintaining your store page on social networks

The second option is already much more costly and "dangerous" in terms of reputational risks.

The third option is born out of an internet marketing strategy and uses built-in social media advertising tools to market the message to your target audience.

Convenient online store that fully matches your business model and the goals of your business

The normal average conversion rate of an online store is 4-10% - this is only 25% of the surveyed companies. 75% of companies have a conversion rate of less than 3% in the online store, which indicates its poor-quality development and functioning.

What is the conversion rate on the site? (People who entered who became real customers)

  • Less than 1% 50%
  • 1–3% 25%
  • 4–7% 15%
  • 8–10% 10%
  • 10% or more



6. The structure and functionality of the online store

According to our research, online stores have 79.6%, and a website with a catalog of clothes and shoes, without the possibility of ordering 21.4%

  • Cash is accepted by 97.6% of online stores
  • Bank cards 32.8%
  • Electronic money 26%
  • Payment terminals 7.6%
  • Cash on delivery 13.6%
  • Postal order 10.8%

Pickup is available only for 21.2% of online clothing stores
Delivery cost:

  • up to 150 rubles - 6.8%
  • 150-200 - 18.4%
  • 200-300 - 31.2 %
  • 300–500 - 4.6%
  • depends on weight 2.8%
  • shareware 36.2%
  • Shipping to regions 68.8%
  • Working daily 31.8%
  • Only on weekdays 21%
  • 24/7 3.2%
  • Operating mode not specified 44%

Immediately it is important to note the following: for several years (3 years for sure) it is absolutely clear how to develop a convenient, conversion (money-making) online shoe store. I will not be mistaken if I say that 80–85% of ideas and solutions for such online stores have long been tested, tested and work successfully.

In this article, we cannot dwell on how to make a selling online store. But the fact is that making the functionality of an average, decently functioning online shoe store is a typical task.

The structure of an online store is a completely different matter. Site structure is a complete reflection of your business. Correctly design the structure based on marketing research and business modeling.

7. Semantic core

Developing a semantic core for an online store is not an easy task. You need to consider two factors - the product range of your business - on the one hand, and on the other - the queries that people ask the search engines. The union of these two sets (minus inefficient queries) gives a complete semantic core describing your business.

Typically, the core for a full-fledged online store consists of several thousand (or tens of thousands of requests). In light of this fact, it is worth thinking hard when the next SEO company offers you promotion for 20, 30, 40 or even 100 queries in the TOP-10.

The semantic core not only needs to be written into the structure of the site, but it is also involved in search engine marketing (and contextual advertising, of course) - again, it is worth thinking about the effectiveness of contextual advertising for several requests (usually hundreds and thousands of ad groups are compiled for an online store).

8. Filling the online store with information and support

All problems start here. When the site needs to be filled with content (text, photo, video) and maintain it, regularly updating and interacting with customers. At this stage, most online stores die or are ineffective.

A simple example from our research illustrating the magnitude of a disaster.

Enlarged view of photos, to view the quality of fabric and product details, only in 25.2% of sites

Here we do not touch on such moments as crazy SEO texts (they scare away not only search engines, but also visitors), lack of intelligible descriptions of goods, support of site visitors by an online consultant, display of current prices, availability.

9. Connection of the online store with 1C and CRM / ERP systems

An online store, in principle, cannot exist without a link with trade accounting systems. A modern online store should also be linked to a CRM system (or Retention CRM) in order to accurately calculate ROI, personalize the site for different segments of visitors (segmentation from CRM), make personalized email newsletters, and engage in retargeting.

Selling sneakers as a business is a great idea. Sports shoes are popular among the population of different age groups. It is practical and durable. There is a demand for it, regardless of the season and weather. Sneakers are bought not only when it is warm, but also in winter, since many people visit Sport halls and exercise equipment. If you correctly approach the opening of a business, the payback period will be relatively short, and the investment will be minimal. The main thing is to get ready and carefully study the nuances in sneaker sales. Possession of useful information and its correct application is the key to business success.

Market research

Two common mistakes entrepreneurs make are overestimating opportunities and not being confident about what to do. Everything needs a middle ground. In both the first and second case - shoe business will go to the bottom in the first year of life.

Therefore, in order to adequately assess the development of the case, you should carefully study the market. On the basis of monitoring, they draw up a business plan for a sports shoe store.

Market assessment:

  1. Competitors. More than one entrepreneur has come up with the idea of ​​selling sneakers. Some businessmen have been working in this field for many years. Get as much information about your competitors as possible. The nuances that you need to know about them - work experience, reputation, the benefits of their activities.
  2. Quality. Suppliers and manufacturing plants play a role here. You should choose trusted brands with good reviews... The high quality of the product ensures regular customers... People who bought good shoes will return to the store for new clothes. It is worth giving preference to sneakers with high wear resistance, made from environmentally friendly materials.
  3. Demand. It is better to give preference to regions where a healthy lifestyle is popularized, there are enough specialized places for doing sports (complexes, gyms, etc.), people tend to be active. There is no particular demand for sneakers in sparsely populated areas, on the outskirts of cities, etc. Also, the shoe business is popular in cities where marathons, sports competitions, and games are held annually.
  4. Product range. Every client wants to have a choice. Therefore, it is desirable that the products have a wide range and differ in age categories, color scheme, purpose (running, team sports, walking), material composition, design. The more the store offers, the higher the chances of earning.
  5. Price. Establishing a competitive value goes hand in hand with the store's prosperity. Too low a price initially attracts customers, but eventually leads to losses. Overestimation of the cost of goods - frightens off. Setting the ideal price-quality ratio means the availability of goods to the client and the constant growth of profits. The cost for products is set after the selection of suppliers and marketing research.
  6. Potential buyers. Initially, it is determined - for whom this store is - professional athletes, healthy people or disabled people, pensioners, kids. The target audience must be large in order to ensure good demand and sales of products.

Draw up a business plan for an athletic shoe store after thorough market research. It includes calculations and costs, payback periods, benefits, possible risks, crisis situations.

There are criteria by which premises for the sale of sneakers or other similar goods are selected. Not all entrepreneurs adhere to them, chasing cheap rent or trying to save in another way. Then they suffer financial failures, and for a long time they try to get out of the crisis.

Criteria that are important when choosing a place to sell sneakers:

  • high cross-country ability. Good places near escalators, entrances and exits from shopping centers, supermarkets and cinemas, coffee shops and pizzerias, sports complexes. It is important that the product is always seen by a large number of people;
  • affordable rental. The adequate price for the premises covers the rental costs and does not take more than half of the earnings. You have to fight for an affordable price. They negotiate with the tenant, offering favorable terms of cooperation, for example, discounts on products;
  • sufficient area. You need a lot of space for the location of goods, comfortable movement of visitors and trying on shoes. Mandatory criterion - small warehouse space(its availability and privacy from clients);
  • large showcase. The main thing is to attract customers. The showcase informs about the availability of promotions and discounts, product updates, tempting offers. The larger it is, the better it catches the eye;
  • popularity. Great idea start a sports shoe business in a promoted mall... People go there by inertia, knowing that they will find what they need in terms of finance. The more popular the place, the more traffic;
  • comfort. Convenience plays a role. An optimal microclimate is established in the room, regardless of the weather conditions outside all year round. Everything in the store needs to be arranged in such a way as to provide the client with comfort - fitting areas, resting places, toilet, etc. They also focus on the path from the entrance to the point of sale, eliminate barriers to the access of visitors.

The athletic shoe business is a success if the location is right. 80% of success depends on the popularization of the point. Large shopping centers are suitable for renting premises.


It is important to lead entrepreneurial activity officially, do not hide from taxes and fees. Then there will be no unnecessary problems with the law and stressful situations.

To open a sneaker shoe store from scratch, the following registration steps go through:

  1. Study of information. Before starting a business, novice businessmen should consult with a lawyer, a representative of the tax service, find out the "pitfalls" and the rules of doing business.
  2. Collection of papers. List required documents find out on the official state website of the country. Also, such statements are submitted by the territorial body of the tax service.
  3. Verification of documents. Entrepreneurs give concerts on the following - the correct indication of passport data, the presence of seals, the validity of certificates and other papers.
  4. Submission of documents. In the presence of electronic signature papers can be handed over through the Internet resource. That is, business registration is possible online through the official state website. Submit documents independently at the territorial authority or by a notarized power of attorney.
  5. Waiting for a decision. Registration by new system is carried out in a relatively short time. The decision to open an individual entrepreneur is made within 5 working days after the submission of documents for Russian citizens.
  6. Obtaining permission and official papers. After a positive decision to open a business, the entrepreneur receives documents confirming his registration in a single database of the tax service.

Selling shoes (sneakers) as promising business has its own privileges. To start a business, they do not hire many employees, which reduces the cost of salaries and contributions. registration standard store carried out according to the simplified taxation system.

Another point when opening an individual entrepreneur of this type is product certification. Selling sneakers without certificates threatens with large fines and a ban on individual entrepreneurs for several years.

When planning a business, the purchase of additional interior elements and equipment is included in the business plan of a stationary sports shoe store.

The list includes:

  • furniture under individual order... They think over the interior design on their own or trust it to professionals. It is important that the furniture is practical, with high performance data, has an attractive appearance;
  • advertising bans. Through them, the store attracts attention, informs about the benefits, and attracts buyers. Size, design, ad serving are discussed with marketers;
  • hangers, mirrors, shelves for the distribution of goods. These elements are ordered together with the furniture. It is important that they blend harmoniously with the interior of the store. Large mirrors visually expand the space and attract customers. Wide and long racks provide plenty of room to lay out your sneakers so they can be viewed well;
  • cash registers. Without this equipment, IP maintenance is impossible. Application cash register – required condition in sales. The equipment is designed for financial statements, simplifies the conduct of monetary transactions;
  • lighting. This is the presence of bulbs, lamps, LED strips and other similar elements. In a store in which it is dark and difficult to see the goods, they will not buy anything. Additionally, consider festive lighting;
  • audio-video equipment. Clients are attracted by music that sounds from the store, videos from large screens. Rhythm tracks and broadcast are suitable for the point of sale of sneakers. useful videos related to healthy way life. They also buy 2-5 surveillance cameras.

This list of equipment is all it takes to open a shoe store in the early stages. It will not be superfluous to bring the Internet into the room (this also requires equipment) and open a personal Wi-Fi hotspot.

When buying furniture, furnishing the interior, it is worth providing comfort for visitors and for service personnel. Sellers need specially equipped places for packing goods and carrying out financial settlements.

We buy products

The main stages of starting a business are also finding a reliable supplier and establishing cooperation with him. There are many sneaker manufacturers now.

  • quality and certification. Don't go chasing cheap products. Better to choose mid-priced sneakers good quality... The main selection criteria are high wear resistance, resistance to the influence of external negative factors(mechanical stress, moisture, frost, heat, etc.);
  • affordable price. Sometimes well-known brands inflate the cost of products, thus emphasizing the importance in the market. During the negotiation process, they insist on a suitable purchase price. So they get the opportunity to promote the outlet as quickly as possible;
  • no supply problems. A weekly delivery of a new batch of shoes is essential to running a business. The establishment of direct supplies is carried out directly by the entrepreneur with the manufacturer, drawing up a cooperation agreement;
  • diversity. It is important to choose an assortment of sneakers so that visitors have no other choice of store;
  • optimal amount. The hall full of shoes does not give customers the opportunity to properly view the product or find a suitable one. Half-empty shelving scares off visitors. It seems that the store needs sponsorship;
  • package. It is advisable to sell sneakers in boxes and put them in a branded bag. This gives several privileges - additional advertising, recognition point of sale... Gentle shoe packaging gives the customer the confidence that they are being taken care of.

To sell shoes, like other shoes online, they open an online store, where there will be a normal selection of sneakers, sneakers, spikes. This does not take a lot of time, effort and expense.

If a problem arises for consideration - how to open an online store of sports shoes, then the purchase of products in this case is not necessary, as well as the search for premises.

Then the entrepreneur concludes an agreement with the manufacturer, who provides him with a photo of the product and its SKUs for the site. Advertising on the Internet at a price lower than for stationary stores. This is another plus for the sale of sneakers through the global network.

The number of employees is selected according to the volume of work. A small shop is served by several people (2-4).

The criteria by which the staff is selected:

  1. Experience in sales. It is advisable to hire people who have been working here for 3 years or more. It takes time for inexperienced employees to learn.
  2. Presentable appearance. You should not take employees with extravagant hairstyles, bright hair color, piercings and tattoos on the face and arms. It scares people off.
  3. Ability to work in a team. The more coordinated the team, the better the work process. Friendly team brings more value to the store.
  4. Knowledge of the rules for communicating with clients. The qualities that an experienced candidate have - communication skills, resistance to stress, politeness, the ability to have emotions.
  5. Knowledge in the production of sneakers, the quantity of goods, etc. They give preference to those employees who learn quickly, remember a large amount of information, and know how to use it correctly for the sale of goods.
  6. Absence bad habits... The bad smell from the vendor repels visitors. No one wants to buy athletic shoes from a vendor who smells like tobacco or alcohol.

Correctly selected staff ensures high sales volumes. Profits grow every month despite the initial costs.

Staff turnover spoils store operations and negatively affects store development.


Thinking about how to open a business - to sell clothes or sneakers, or something else, the thought always comes up - how much money is needed for this.

It is almost impossible to do this without a minimum initial capital:

  • initial payments. This item includes - rent of premises (25,000 - 35,000 rubles), repair and installation of engineering systems (20,000 - 25,000 rubles), purchase of equipment (150,000 - 250,000 rubles), products (350,000 - 500 000 rubles), advertising costs (25 000 - 30 00 rubles). The total amount of the initial payment varies from 570,000 rubles. up to 840,000 rubles for the average stationary store with sneakers;
  • salary to employees. Experienced salespeople are lured in by competitive salaries. The salary for one distributor is 30,000 - 40,000 rubles. Accountants, administrators and directors receive from 45,000 rubles. An average store has 2 to 4 salespeople. Accountants and other management personnel are not hired for such outlets;
  • payback period depending on the investment. At start-up investments from 550,000 rubles, the average monthly income is 400,000 rubles, the net profit is 50,000 rubles. These conditions provide a return on business for about 1 year. For the first year of operation, the profit is minimal. With experience, income only goes up.

For those who do not have that kind of money, there is another way out. To sell sneakers, like spikes, it is enough to open a standard online store with a large assortment of sneakers and other sports shoes.

With calculations and risks, a shoe store business plan is ordered from professional marketers... The nuances of IP maintenance are taken into account, possible critical situations are calculated, and investments are minimized.

The costs and payback of the business directly depend on the selected business criteria - product quality, the location of the point of sale, the target audience, etc.

Those who are interested in how much it costs to open a new stationary shoe store, study the market and draw up a plan for the development of an individual entrepreneur. There is no fixed price for opening a retail outlet, since everything is individual and depends on many factors. Minimum investment- from 500,000 rubles

How and where to start a shoe business, learn from specialists in the field of sales and advertising. The top business ideas of the year are published on popular internet portals. Sales of sneakers have taken their place in the top ten for several years in a row.

Many entrepreneurs who associate their activities with the sale of footwear argue that better business do not come up with. People always buy these things, much more often than clothes. Shoes wear out faster and the next purchase is often more of a necessity than the usual replenishment of the wardrobe. And if real women of fashion become regular customers, then a stable income for the entrepreneur is guaranteed. Women never think they have enough of these wardrobe items. Today we'll talk about how to open a profitable shoe store.

Step-by-step plan for opening a shoe store

Choosing a reliable supplier is key in running any trade-related business.... The terms of cooperation should ensure:

  • The quality of the supplied goods;
  • Stability and consistency;
  • Small wholesale supplies.

This stage of business organization requires special attention when working with Chinese suppliers. Cheap women's, men's and children's shoes from China today have high demand from buyers. It is focused mainly on middle-income buyers and is available to the majority of the population.

Choosing a place

You can open a store with goods from China almost anywhere with good traffic, where retail space is provided:

  1. Pavilion at the city clothing market;
  2. Boutique in a shopping center;
  3. Self-contained store in a separate non-residential premises.

Each of these options implies a certain amount funds to be paid for the rent. Experts do not recommend investing in the first option, even if the sale promises to be high. Clothing Markets, how trading platforms, gradually become obsolete. The second two ways to open a store are worthy of more attention, but also a different amount Money... However, the civilized organization of a retail outlet for the sale of shoes from China will quickly bear fruit. The population has already learned to value the comfort and convenience in shops.

We select an assortment

To open a store, you need to choose the right assortment. Experienced entrepreneurs are advised to adhere to these rules:

  1. Choose for the purchase of models that you yourself will never wear;
  2. Price and quality do not always justify each other;
  3. It is better to choose the men's range of products from China from genuine leather, and the female one is made of leatherette.

The last statement has been verified by experience. Women do not like to wear the same shoe models from China for several seasons in a row. They prefer cheaper products in order to change them more often.

The average customer who comes to a store may initially set a goal to buy one good leather product, but in practice, often buys two or three pairs of leatherette shoes from China for the same money. This fact in no way means that the product is chosen of low quality. On the contrary, if the material of the product is a substitute for genuine leather, then the buyers make increased demands on the quality of the seams, soles and accessories. The entrepreneur's task is to open a store that satisfies the tastes and desires of the consumer, and this can be done only if there are reliable and honest suppliers.

How much can you make selling shoes at retail

Before starting an activity, you need to make some calculations that can be called economic. It is best, of course, to draw up a business plan, but if an entrepreneur does not have such an opportunity, then it is imperative to calculate the break-even point for your store. We will provide a simple calculation to help you navigate the prices of goods from China and the markups that are guaranteed by the sale of such goods.

So, in a box there are usually from 6 to 8 pairs of shoes of one model of the entire size range. Let's assume that there are 6 pairs in a conventional package, worth 400 rubles. If you put a margin of 100%, then with the sale of the third pair of products, the entrepreneur will already return the cost of the entire box. The subsequent sale will generate net income. One pair, which remained unclaimed, can be sold for a share, while reducing the margin to 50%. In total, the income from one box is 2200 rubles. Do not forget that from this amount you will need to pay rent and taxes. After deducting these costs, you will get a net profit. It is usually used to purchase a new batch of goods.

The key to the success of a store that sells goods from China is the constant renewal of the assortment. With the money earned, it is better to buy several new models. It should be noted that even with a 100% mark-up, footwear is still available to most buyers. You can start a business with a very small amount, just in this case, it will take more time to get a stable profit, which you can no longer invest in a product, but use it for your own needs.

Online sales of various products are gaining in popularity. The assortment offered by various online stores and sites with ads is very wide: there are clothes, shoes, including orthopedic shoes for children and adults, accessories, Appliances, furniture and more. That is why selling any goods, such as shoes, over the Internet can be quite a lucrative business.

How you can sell shoes online

Shoes belong to the category of goods, the demand for which always remains high, regardless of the season. Reach stable income from selling shoes via the Internet in two ways:

  • create your own online store;
  • sell shoes through ads on special sites.

We sell shoes

In both cases, selling shoes over the Internet will require:

  • Define an assortment. You can limit yourself to any narrow specialization(for example, sell only children's or only women's shoes) or expand the range to include all categories of footwear (men's, women's, children's; summer, winter, etc.).
  • Find the good wholesale suppliers and purchase the first batch of goods. Without timely deliveries at an affordable price, the sale of footwear cannot be established.
  • Create a product portfolio. Successful sales require high-quality photographs that clearly illustrate each shoe model from different angles, since most people would prefer to abandon a purchase without fully viewing the product.
  • Product description. In order for a shoe to sell well, you need a detailed description of it (manufacturer, materials, heel height, etc.).
  • Premises for a warehouse. If large volumes of sales are planned, then you should find in advance a room where the shoes will be stored (the warehouse must be dry so that the shoes and packaging do not lose their presentation).
  • Delivery of goods. Regardless of how the shoes will be sold - through an online store or using ads, you will need to organize the delivery of the goods.
  • Determine the method of payment (cash and non-cash payments).

When planning to sell shoes over the Internet, you should decide in advance how to organize their fitting. If it will be carried out on the territory of the buyer, then it is better to refuse full prepayment of the goods. If on the territory of the seller, then a special room will be required (there must be a chair or ottoman and a mirror in it).

 

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