Open a children's boutique. Opening of a children's clothing store. Nuances of activity and stages of opening. Step-by-step plan for opening a children's clothing store

How to independently and quickly open a children's clothing store. What is needed for this, how much it will cost, how quickly it will pay off, what important stages you will have to go through and whether such a business is profitable. Detailed business plan for future entrepreneurs.

Children's clothing is in great demand - always and at any time of the year. The greatest demand is in August, when parents prepare their children for school. Therefore, such a business can bring good profit. But for this you need to find reliable suppliers, have a wide range and choose right location shop.

This article details the process of opening a children's clothing store and what it takes.

Store Format

Before opening such commercial facility, you need to decide on its format. Here are some areas in which you can work:

Children's clothing for children from 0 to 15 years.
Goods for newborns and babies.
Clothes for preschoolers.
Clothes for schoolchildren.
Teenagers clothes.
Sports children's clothing.
Clothes for girls.
Clothes for boys.
Holiday outfits for children.
School uniforms.

That is, you can specialize in a particular age group or in a particular direction. At the initial stage, it will be better to choose one thing. Then you can always develop the store and increase the range.

Market analysis

Before opening your own children's clothing store, you need to research the market and. It is necessary to pay attention to the number of similar shopping facilities in the city and their location. You need to know their range and prices. See how they are equipped.

If there are familiar parents of children under 15, then you definitely need to talk with them, find out their needs, what they don’t like and what they like in local children’s clothing stores. From such conversations, there is an opportunity to get a lot of useful things and immediately come to the market with great deals.

To get to know the “kitchen from the inside” better, for a while you can get a job in a children's clothing store as a seller or administrator. Not every entrepreneur will agree to this. However, this is a good opportunity to gain useful knowledge, learn to understand the range and needs of potential buyers.

Among children's clothing stores is very high. Therefore, one must be prepared that it will take a lot of time to analyze the market. But that's the only way to get all necessary information to open a store that will be attractive to parents.

Start-up costs for opening a store

At the initial stage, before starting a business, you will have to spend a significant amount of money. Let's take a look at an example cost estimate.

Opening an IP - 800 rubles. independently or about 4,000 rubles. when contacting a law firm.

Certificates and permits (if needed) - about 10,000 rubles.

Room rental - an average of 60,000 - 70,000 rubles.

Repair of the rented premises, its design, equipment - up to 200,000 rubles.

Office equipment and expendable materials- 60,000 rubles.

Other expenses - 40,000 - 50,000 rubles.

As a result, the initial costs amount to more than 700,000 rubles. The amount will depend on the area of the rented premises and the range of goods. That is, it may be less if, for example, it is planned to open a small shop. Suppliers also play an important role here.

Business payback

Basically, children's clothing stores reach payback in 1.5 years. But this period may be less, provided:

good advertising;
high quality goods;
price affordability;
good location.

To date, the wrapping on children's clothing is within 120%. This is quite a normal price for a Russian consumer.

To quickly reach payback, you can add toys to the store assortment that will be a source of additional income. Moreover, the demand for them is stable, and in the case of clothing, one must remember about seasonal recessions.

What is required to open a store?

To open a children's clothing store you need:

Register an individual entrepreneur, LLC or OJSC, submit documents to the tax and pension fund.
Find and rent suitable premises.
Carry out repairs in the room.
Purchase the necessary equipment and accessories.
Find suppliers.
Find sellers.
Run advertising campaign

It will take no more than a week to complete the documents. In the process, you can find suppliers and conclude contracts with them. It is best to look for a supplier who is able to provide a certificate for each product.

In the field of children's clothing, it is worth working with domestic manufacturers. imported goods should be in the minority. Why?

Firstly, domestically produced goods are now in no way inferior to foreign ones. They are certified and do not have to pay customs duties and pay for the services of carriers.

Secondly, it is difficult to cooperate with foreign manufacturers. For example, you will have to pass certification on your own, which will seriously affect the budget.

Thirdly, in the event of a marriage with domestic manufacturers, it is easier and faster to negotiate.

It is necessary to hire staff, focusing on the assortment and area of \u200b\u200bthe store. If this is a small store that works on weekdays, then one seller is enough. When working seven days a week - two. Large outlets may require more than two salespeople and an administrator.

Store location

The popularity and profit of the store depends on how correctly the location of the store is chosen.

The best places are:

next to clothing markets;
near or in supermarkets;
in large entertainment or shopping centers;
close to recreation areas, such as squares and parks;
next to children's entertainment, developing and educational institutions.

Regardless of the chosen location, the store should be visible. Therefore, it is worth taking care of attractive and bright shop windows.

Interior

The interior of the store should also be bright and, in some way, "fabulous". It must be remembered that the main audience of the point is children and parents. Therefore, the environment must be appropriate.

Various toys can be used as accessories. And it is better to add them to the assortment of the store, as mentioned above.

The room should be decorated with bright materials of light colors. On the walls you can draw the heroes of popular cartoons and fairy tales - for this it is advisable to use the services of an artist.

Furniture should also be bright and mostly childish to make young buyers feel comfortable. And adults do not mind at least a little return to childhood.

That is, the interior should set the appropriate mood for store visitors.

Area and features of the room

The optimal area of the outlet - from 30 to 50 square meters. meters. The store must have at least 2 fitting rooms. There should be enough space so that buyers feel comfortable, and not crowded in close quarters.

We must remember that children also need space. Naughty kids can start running around the store. Accordingly, the goods must be placed so that it is difficult to overturn them.

In a conspicuous place, you can install a TV on which cartoons will be constantly broadcast.

Otherwise, you can focus on your own preferences and needs of buyers.

Store assortment

The assortment should be varied, and each type of product should be offered in several sizes.

Deciding on an assortment for newborns and babies is easy, since there is no special influence of fashion here. Parents are more interested in quality than appearance. Therefore, such products must be of high quality and made from natural materials. At the same time, affordable price plays an important role.

Products for children preschool age should be made of durable and wear-resistant materials, and clothes for boys should be comfortable, while girls pay more attention appearance. These factors must be taken into account.

For students, choosing a product is much more difficult. At this age, children themselves make a conscious choice, which is based on fashion. Therefore, it is necessary to pay attention to fashion trends and the relevance of the proposed clothing. It should be fashionable, but at the same time comfortable.

What suppliers to work with?

As mentioned above, it is better to give preference to domestic manufacturers. But also do not give up clothes from Poland or China.

The best way to find suppliers is through the Internet. So you can get acquainted with the reviews, terms of cooperation and prices, which will allow you to right choice. It is also worth considering options for cooperation with online stores, for example, with such a large online platform as Aliexpress.

Today, parents give more preference to domestic producers. This is due to the good quality of clothes and affordable prices. This fact must be taken into account and the focus should be on Russian goods.

How to advertise a store?

Distribution of leaflets.
Advertisements in public places.
Internet shop site.
Advertising in local media.
Advertising on billboards.

Leaflets

The most effective way to distribute leaflets is to hand them out on the street. And for these purposes, it is better to hire an animator in the costume of a popular cartoon character.

Leaflets can be distributed to mailboxes in residential buildings located near the store.

It can be bright announcements at stops, special billboards or on bulletin boards.

Store official website

A website is the most effective way to promote a store. After all, most mothers do not have the opportunity to walk through several stores and ask the price or choose the right product. Therefore, many are content with the Internet in order to save time.

The site should contain available products, their characteristics, available sizes and prices. You also need to regularly publish store news, for example, about promotions or discounts.

The site can become an additional source of income. Can . Then you need to think about delivery.

To get more customers, the site must be added to advertising networks, such as Yandex.Direct and Google.AdWords, and launched.

The development of the site will take about 20,000 rubles. Do not create it yourself or with the help of constructors. This should be done by experts. The same is true for online advertising campaigns.

To develop a website, you will need the help of a web developer, a copywriter to write texts, and a directologist will be able to set up an advertising campaign.

Local media

Local media are print media, television and radio. The most economical option is newspapers and magazines. More expensive - TV and radio.

Bigboards

In the case of a store, it is better to place a billboard at a distance of no more than 200 meters from the outlet. The advertisement should include a sign or directions to the store so that interested shoppers can quickly get to it.

Is a children's clothing store profitable?

This business can bring good and stable profits all year round. This can be achieved if the entrepreneur has studied the market in detail, organized the store correctly, selected the appropriate assortment and made an effective advertising campaign.

It is difficult to name specific profit figures, since there are many different factors here:

Store location.
Trading floor area.
Range.
and etc.

If everything is organized correctly, then you can recoup the investment already after 8 months. Although, on average, a business pays off within 1.5 years.

The main rule that will help make the store profitable is to constantly expand the range, offer affordable prices and regularly hold promotions. Only in this way, in combination with good advertising, you can get a constant flow of customers and high income.

It often happens that parents are even ready to save on themselves in order to buy high quality food, toys and clothes for their children. The sale of products for babies is one of the most promising areas of trade, so it will be interesting for young entrepreneurs to draw up a business plan baby store.

The trade margin for children's products is much higher than for adult products. This allows children's stores to have a large income even in times of economic crisis.

Today, various groups of goods for children are sold in separate stores. For example, baby food and hygiene items can be bought in pharmacies, and toys can be bought in stores selling children's toys. It is worth noting that this is somewhat inconvenient for parents. Most often, adults are forced to buy the necessary things in the retail premises that are nearby, while the choice of stores that sell goods of the necessary group is small. Accordingly, it can take a whole day to buy a complete list of what you need. Therefore, it makes sense to open a general children's store where all kinds of trade items for babies will be sold. Resourceful businessmen know this, because they have already drawn up a business plan for a children's store.

It is important to open a retail space in which all the necessary goods for children will be sold in the sleeping areas of large Russian cities. The business plan under consideration can be used as a guide for organizing the work of a general children's store, which will sell hygiene items, food, strollers and child seats for cars, clothes, and more.

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What actions implies a business plan for a successful children's store

In order to organize profitable job commercial premises, you must:

perform an analysis of the market in which the store expects to operate;
decide on a product that can be obtained potential clients children's shop;
to consider methods of marketing of the enterprise;
assess the need for resources that are needed to get started;
draw up a budget that will be needed to ensure the operation of the store in the first month and year.

The business plan contains the points that are needed for the successful opening of a retail space for children.

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Performing Market Analysis for Trade Items for Children

An analysis of the market for the sale of goods for children includes the following components:

determination of the target audience of this business;
market segmentation;
assessment of the competitive environment.

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Who is the target audience in the business of selling children's goods

Baby products that are needed every day (food, diapers, and so on) are usually bought by mothers. Larger items (car child seats, strollers) are most often purchased by both parents. Accordingly, the target audience of the retail premises, the business plan of which is described, are young families with children.

It is important to remember that potential buyers can also be friends of parents and relatives who may want to please the child with a small present (if they are visiting) or a full-fledged gift (on the occasion of a birthday).

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Segmentation of the market for the sale of goods for children

A department store that sells children's goods can have a fairly large number of competitors, so it can count on success if it can accurately focus on target market segments. It can be convenient for an entrepreneur to use segmentation by income level, consumption method and consumer attitude to the goods offered.

Buyers can be divided into three segments according to income level:

low income clients
average income;
high income buyers.

Low-income customers can make up a significant part of the target audience of a children's store. Representatives of this segment can be attracted with the help of special offers and discounts, discount programs, the possibility of buying some items (for example, diapers) by the piece.

Middle-income shoppers are the main customers of the children's goods store. High quality service, a wide range of goods provided, the ability to purchase everything you need in one place - these are all the main methods to attract this category of people.

As for attracting buyers with a high level of income, it is worth saying that the level of service provided, the quality of the products offered and the wide range of products play an important role for them.

Speaking about segmentation by the way of consumption, it is worth mentioning that all parents who live in residential areas of the city can be combined into the following segments:

Moms who are on vacation. They are the main buyers. In this case, the business must create conditions for such customers to purchase all consumer goods in the store. This may be affected high speed and quality of service, a wide range of products.
Grandmothers who help mothers look after their children. Such customers will be concerned about the cost, so it is worth making sure that they have the opportunity to purchase everything they need at affordable prices. In addition, people in this segment are only interested in natural products.
Parents who work in the city center, but often buy necessary goods for children on their way home from work. Since representatives of this segment have the opportunity to buy everything they need in the central regions, it is worth making sure that they have a desire to buy baby products in their area.

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Benefits of the General Store for Children's Goods and Required Business Registration

This business plan for a children's store selling all possible types of goods for babies makes it possible to purchase everything you need in one place. All products that are put up for sale in the store can be divided into 2 groups:

a group that consists of everyday items (diapers, food, wipes, and so on);
a group that contains such goods as clothes, children's toys, strollers, car seats and other similar products.

The retail space whose business plan is being considered must be able to provide a high quality of customer service and have many advantages over toys or children's clothing stores.

List of advantages of the general children's store:

the opportunity to purchase all the items that the child will need;
there is an opportunity to buy such large goods as strollers or car seats without leaving your area.
good prices, discount programs and promotions;
guarantee of the quality of baby food products, compliance with all necessary standards for the storage of perishable goods.

A businessman must register as an individual entrepreneur or LLC. In addition, you need to obtain a license to be able to trade in food products and a permit to retail.

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Calculation of the amount of money that will be needed to open and maintain a children's goods store

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Rental of premises for a children's store

To start a children's supermarket, you need a room with an area of 80-90 square meters. m. Of these, about 40-50 square meters. m should be allocated for the trading floor, and the rest of the area - for storage rooms. The cost of renting commercial space in large cities of Russia (the business plan does not include Moscow and St. Petersburg) varies significantly, but the average price in residential areas is 600 rubles per sq. m. m. Accordingly, renting the necessary space will cost the business owner approximately 48,000 rubles. monthly or 576,000 rubles. annually.

* Calculations use average data for Russia

Investments from:

Store area:

35-145 sq. m.

Profitability:

Payback period:

How to open a children's clothing store and succeed? Olga Kuznetsova, a consultant on franchising, launching and developing a retail business, a member of the Board of Directors of RIKKI-TIKKI, shares her experience.

- Olga, tell us what your company does.

In 2002, together with partners, I opened a children's clothing store RIKKI-TIKKI. This store was conceived as a new direction for a company that was engaged in a different business - the import and production of tights. Actually, the store was my idea, completely my brainchild. Partners left to support old business, and I plunged into a stormy and incomprehensible world for me retail. And until the end of 2010, I was engaged in the development and management of first a store, then several, and then a group of companies RIKKI-TIKKI.

Now I have started a project to organize online training for entrepreneurs who are planning to open their own store, for those who already have stores, as well as those who are going to buy a franchise.

Now the RIKKI-TIKKI chain of stores is one of the largest children's clothing chains in Russia, it has several dozen stores throughout Russia. This is a group of companies that is the exclusive distributor of leading children's TM from Poland and Canada, owns and operates twelve of its own stores, and also opens stores under its own franchise.

Was it easy for you to decide to become an entrepreneur? How did you come up with the idea to start this particular business?

I feel like I've always been in business. First, in the 90s, my husband and I started "buy and sell" wholesale business, sold Italian tights. My husband took responsibility for finances and security, and I got everything else. The rest is the search for premises, organization of the process, sales, employees, suppliers, advertising.

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It was then that I realized what an interesting and invigorating process it is - starting a business, developing it and bringing it to a profitable level. Then there was manufacturing business, and in 2002 retail began, which we have been focusing on recently.

In those days, there was no stability, so I did not suffer from a special fear of instability. But there was no way to get the necessary information, to learn something, to get advice, to find qualified personnel. And the criminal risks were very high.

- How long did it take to implement the idea?

When I decided to open a store, of course, I first of all began to look for a direction. At that time I had a fairly wide circle of contacts - I asked my friends and acquaintances - what stores and goods they lacked. Thus, I have identified several themes. One of them was children's clothing.

And just then, at the exhibition, I met a Polish company - a manufacturer of children's clothing under the brand name Coccodrillo. I liked both their clothes and the representatives of the company themselves.

An additional argument in their favor was the fact that we had already established business and friendly contacts with Polish entrepreneurs and I had repeatedly visited Poland. Also, I myself had an eight-year-old son, for whom I could not find clothes that would suit me. By the way, this reason is called by the majority of business owners in the "children's direction".

The first store was immediately conceived as a pilot. I wanted to check the demand for the selected trademark. Now Coccodrillo is in the top five most famous children's clothing brands in Russia, but then I was not sure that the style, unusual for that time, would be in demand. Therefore, the store was sold quickly enough.

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Yes, and it was not a store at all, but a small pavilion of 15 sq.m. at the Moscow market Sovenok. I rented an area, bought the simplest trading equipment, completed all the documents and opened a point. It took about a month for everything. The testing was successful. The clothes were well received and sold well.

- How did you embody the idea from its idea to the final implementation?

I have been preparing for the opening of the first real store for a long time. I started preparing even before I decided to open a test point. I approached this quite seriously, since from the very beginning I was going to open not just a store, but a retail business.

Having a background in marketing, I naturally started with research. Conducted desk and field research of the Moscow market retail sales clothing in general, and children's clothing in particular. As a result, I received structured information on the state of the market, its trends and conjuncture. Thus, I made sure that my idea of a mid-range children's clothing store had the potential to develop.

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Then I started looking for an idea for a store. A small study was conducted - a survey (about 150 people). The survey was conducted by students of Moscow State University, future marketers about good schools, kindergartens, expensive covered markets. The purpose of the study was to confirm several hypotheses and collect the opinions of potential buyers, namely:

For a store that plans to work in the middle price niche, the name must be "foreign".

Basic needs: safety, stability, environmental friendliness. Safety was interpreted very broadly: from a child-safe store to safe clothing.

With the results of all these studies in hand, I came up with the name of the future store and was able to compose technical task designer to develop a logo and image of the trading floor. Further, having already convinced that Coccodrillo was to the taste of the buyers, I began to look for a place for a store.

In general, it is now clear that it was possible to open a store like this only in those days when demand exceeded supply and there was practically no competition. I had no idea about assortment matrix, turnover, returns and conversions. I didn’t know how to properly assess the place, what the premises should be like, what sellers should do. Thank God that I quickly guessed to hire an experienced administrator who set up processes and work with sellers for me. And also suggested a little on assortment management.

Now this method of discovery is very big risk. Even at that time, I was forced to quickly close my first store due to a mistake in choosing a location. And only the second store really became successful, laying the foundation for the development of the network.

What you need to do to open a store now:

You should start by learning the basics of the retail business. The retail business model is radically different from both wholesale sales, and any other types of sales. There are many features in retail, ignorance of which is critical to the survival of a business. It is because of ignorance of the laws of the retail business that so many new open shops closed in the first year.

The next stage is the search for an idea, positioning. If, for example, you want to open a children's clothing store, this is not an idea. This is the direction. The idea is WHAT you are selling and to whom. The solution of what problem or the “fulfillment” of what desires, for which specific buyers. How will your store differ from others, what is its “trick”. Why do buyers come to buy from you, and not from others, more famous, cheaper, etc. What place in the minds of your customers are you going to take. It's not an easy process, it takes time and work, but it's really necessary for the success of the store.

The next step is format development. If the general idea is created, the store format will be quite easy to determine. The format is the size, assortment, type of service, design of the trading floor, location principles, that is, the choice of a place for the store.

And then search and selection of suppliers, retail space, trading floor project, commercial equipment.

After these steps, you can already make a more or less real business plan, with an updated financial part.

In parallel - all legal issues. Open a company or register an individual entrepreneur, a bank account. If the premises are separate, and not in the shopping center - permits from firefighters and SES.

Repair and equipment of store premises.

Development of business processes, regulations, accounting systems, security systems. Here you can at first use standard documents. Then, in the process of work, adapting them to your needs.

Think over methods and techniques for promoting the store. Activities to attract buyers.

Hire staff, purchase and deliver goods. And good luck.

Some of these stages can be performed in parallel, some only sequentially. If you spare no time and effort, then after going through all the steps correctly, you can get a beautiful and successful business.

- With what difficulties early stages doing business you are facing?

Complete ignorance of the subject gave rise to a large number of errors. There was not enough money, there were no rules and laws.

According to your estimates, what is the minimum amount with which you can start this business today? Name the main items of expenditure.

If we talk about opening a franchise store of our company - it depends on the format of the store, the condition of the premises - from 1 to 2.5 million rubles. If we talk about an independent concept - there is also a wide range - it depends on the size, price level, I also think from 1 million to ... Here the boundaries are determined by the owner's imagination. Here's how to calculate the possible return period and whether it will be - not all owners know.

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The cost of opening a store is divided into two parts - investment and working capital. Investments - the cost of repairing and equipping the retail space, organizational costs. Working capital - funds for the purchase of goods.

The main composition of the costs and their approximate value. Shop 35-45 sq.m.

Cost item	Amount, rub.
Rental deposit (100,000 rubles per month for 1 month)
Lighting + repair + installation
Commercial and additional equipment, hangers, mannequins
Architectural and design project project


Transport services
Purchase and service maintenance KKM

Registration face, permits
Salary before the opening of the store
Stationery, office equipment, telephone, computer, printer, 1-C program
Anti-theft system (optional)
Product (subject to mid-season opening)

But generally speaking, investing in a children's clothing store is no different than investing in an adult clothing store. The difference is mainly the amount of working capital, which depends on the size of the store and the average cost of a unit of goods.

- How to approach the choice of a place for a children's store?

The main buyers of children's clothing are mothers. Therefore, it is better to open a store in those places that are often visited by women of the right age for the purpose of shopping. Because when a woman goes to buy something, she pays attention to other stores.

Or where women often play the role of mothers and at the same time have some free time. It's good to open specialized shops according to a specific profile. For example, next to large Palaces of Culture, where there are many circles, large schools and kindergartens, in new areas, where there are many young families with children.

Shopping centers can also be considered as a place to open. In this case, it is better to open a store next to a large department store for children, which will create a flow of customers, that is, be an anchor tenant. Or next to other children's stores in different directions.

There is no need to be afraid of competition. If you are worried about a clear concept, the store has its own face and its customer - such a store will not dissolve among others. And the variety and choice will attract more buyers.

In general, it is always worth looking for the target stream. What is "target"? What characteristics determine whether it is targeted or not? There are many such characteristics, they differ for each particular store. But there are also common ones, for example:

Price expectations of buyers. If you place your store with an average price of goods in a very visited but cheap place (market) - this is a mistake. And the question is not even that people with low incomes come there. People with average incomes come there, but they come to buy something cheap, and your prices will look higher than they are in reality.

indirect competition. For example, a circus or a large children's entertainment center. It would seem that this is the target flow, they are visited by families with children who have enough money for entertainment. But, firstly, they are set up for a carefree vacation, and buying something, especially clothes, is a kind of work. Secondly, visiting such places is a guaranteed expenditure of a certain, rather large amount of money. Parents will subconsciously assume that they have spent enough for today.

- Are there any additional administrative requirements for the premises?

If we talk about a children's clothing store, then no. There are restrictions on clothing for newborns and toddlers, but they do not affect stores. Rather, it is for open market outlets.

Medical records are required for all employees. Of course, certification is required for children's clothing, but this is more a matter of suppliers. If you open a store with only clothes, the optimal area for a start can be considered 40-60 meters. If you add other categories - shoes, toys - then you need to carefully look at the assortment. But starting with a store more than 150 meters is very dangerous in any case. It is impossible to make a balanced assortment for such an area without experience. The essential characteristics of the retail space is the shape of the trading floor, the size of the shop windows, how well the entrance to the store is visible and convenient.

What can you save on and what should you not save on?

This is a very complex issue. In the retail business, there are such concepts as format, format business model, concept. They must be developed before the store opens. When they are, it becomes clear the necessary and sufficient level of spending on all the elements that make up the store itself, as a system.

Somewhere you can save on staff, but invest in repairs, somewhere on rent and choose less passable place, somewhere else. All stores are different, or better to say that they should be different. There are no common "magic pills" here. That is, they do not heal.

- How long did it take you to pay back the initial investment?

Well, we closed the first store in half a year. The second paid off in one and a half, the third in a year. Now the average payback period is 1.8 years.

- What can you say about the profitability of this business?

Normal profitability for a children's clothing store, and not only children's clothing, can be considered:

15% of the store's turnover

50% of total costs including working capital

100% on working capital.

- Is there seasonality in your business? How do you solve the problem of low seasons?

Yes, and significant. This is one of the biggest shortcomings of our market. At RIKKI-TIKKI, we have tried many different options to smooth out the decline in sales in the spring-summer season. At first, of course, we tried to find a solution to this problem through the sale of a non-core assortment - all kinds of summer toys and entertainment. But the fact is that the summer decline is present not only in clothing, but also in other categories of children's goods. Only products for newborns do not have this feature.

Now RIKKI-TIKKI manages the assortment so well throughout the year that we simply collect revenue in other months. After all, seasonality has two ends: if there is a time of recession, then there is also a time of peak sales growth. The main thing is not to miss it.

- How is the purchase of goods, the process of forming an assortment and margins?

The global markup for clothing stores is 110-130%. This is subject to purchases against a placed seasonal pre-order from the supplier's warehouse. With successful cooperation, the supplier may give a small deferred payment. For example, RIKKI-TIKKI has developed a special marketing policy for its franchisees, which includes deferred payment, deliveries according to a certain payment schedule, and even commission conditions. Naturally, all these preferences are conditioned by the observance of certain standards, rules, payment and other discipline.

- What specialists does the company's staff consist of? What payment scheme do you practice?

The key employee in the store is the administrator. without it quality work store is not viable. The position of an administrator requires certain competencies, especially in the field of personnel management (salespeople), experience and strong leadership qualities. The reason many entrepreneurs fail is that they decide to take on administrative duties without having the necessary qualities and experience.

For successful work The store needs a clear system of distribution of duties and responsibilities of employees, control over their work. This system is framed in a set of regulations, instructions, reporting forms, described business processes.

Sellers most often work in shifts, two days of work, two days off, as stores are open 12 hours a day, seven days a week and public holidays. Of course, the material motivation of the store staff should be based on the results of personal sales, and also include a component and general sales shop. Do not forget about the system of punishments and rewards for compliance with all rules and regulations.

But, one should not think that only one system of material incentives can get a perfectly working labor collective. No less, and often more significant contribution to the store's revenue is made by the emotional mood of people. Non-material motivation – corporate culture, sellers' trust in management, loyalty to the company, perception of it as part of one's life - exclusively important factors business success.

- How did you select key employees?

First by trial and error. Now there is already a system of selection, recruitment and training. As I already wrote, the key employees for a retail business are store administrators. The problem is that a good salesperson rarely makes a good administrator. It's actually different people, and the seller does not always want, and can, take on the functions and responsibilities of the manager.

Therefore, most often our administrators are recruited from outside. Then they work as interns under supervision experienced staff while undergoing serious training in the company. Sometimes it happens that a seller grows good manager. This is the best option for the company.

RIKKI-TIKKI has developed a proprietary competency model for all positions (positions) of the company, on its basis it is planned to develop and train personnel, it is also the basis for determining criteria for hiring and selecting employees.

Obviously, during the work you have tried various ways advertising. What kind advertising media proved their effectiveness, and which ones did you end up giving up?

I would use the term promotion. Advertising is only part of a set of measures aimed at attracting and retaining customers. Our company is a federal network. We have two levels of promotion - the brand and the chain itself and the stores themselves.

Our stores have a small area - 70-130 sq.m. Therefore, we use ATL advertising very limited. But the choice of advertising media depends on the location of the store. Oddly enough, the effectiveness of advertising media has a high spread, depending on the city.

To be honest, being the director of marketing and development, I did not understand why this is happening. In some cities advertising works great on transport, somewhere local or cable TV, in some cities there are very effective local magazines, or federal ones are very popular, but published for this region.

And so there are dozens of methods of low-budget promotion. Only they must be understood, tested and correctly made. Often advertising fails not because of media choice error, but because of poor execution.

- What can you say about the competition in your business?

Pretty high, like everywhere else now. But there is still room. You just need to differentiate.

- Has the economic crisis affected your business?

Yes, sure. At the end of 2008, RIKKI-TIKKI, like many others, experienced a sharp drop in sales, especially in the regions. Although not many stores closed, due to the large number of unsold goods, we were in a difficult financial situation.

To make matters worse, this was not just a temporary drop in sales. Over time, it became clear that the behavior of our customers, their values and priorities have changed dramatically. I had to learn to do it again efficient business in the new reality, learn to work for "new" customers. It took a lot of time and effort, but now we can already say that there is a result. The stores that we are now opening are successful.

- What other pitfalls does this business have?

The retail business, especially the clothing business, has high demand risks. And children's clothing is no exception. The whims of the weather, changes in the solvency of the population - all this can greatly affect the profitability of the store.

Also a big risk, however, common to any stores, is a change in the path of the customer flow. For example, a wonderful place was found, the store worked for six months and everything is fine, but just before the entrance, work began on laying some pipes. And the stream went on the other side.

- Based on your experience, what would you advise to those who are just planning to start this business?

There are hundreds of mistakes that lead to failure in the retail business. But there are not so many reasons why these mistakes are made. Still, based on my considerable experience, not only my own, but the experience of RIKKI-TIKKI's franchisee partners, I realized that the owner of a small and medium-sized business is, in a sense, a profession that requires a certain level of knowledge and competencies.

Therefore, my advice is before opening a store, and not only a store, before starting any business, not just collect general information, but find a way to get to the bottom of it, to understand how it works in reality. Understand what knowledge and skills will be needed from the business owner, what kind of people he will need and why. This can be done by going through various training programs, which are now enough. You should not save 15-20 thousand rubles, and then lose hundreds, or even millions.

1902 people are studying this business today.

For 30 days this business was interested in 228631 times.

Profitability calculator for this business

The first thing you need to open a children's clothing store is to decide on its format. Children's outlets are those selling things from 0 to 15 years old.

Several types of outlets:

Clothing for all ages.
Clothes and accessories for newborns, children of the first year of life (from 0 to 1 year).
Shop for toddlers (from 1 to 3 years).
Clothing for preschool children (from 3 to 7 years).
Shop for children of school age (from 7 to 15 years). It makes sense to separate by gender in order to offer a quality assortment in sufficient quantity.
Specialized children's stores: school uniform, sports, festive or carnival clothes.

When deciding on the format, it is not at all necessary to immediately open an enterprise with a full range for all ages - this will require a larger area, large financial costs. Initially, you can focus on narrow groups of consumers, improve as the business develops.

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Market analysis

In order for the store to become successful, it is necessary to conduct market analysis of children's clothing focusing on key aspects such as:

E capacity and dynamics of the market, the level of demand.
Main competitors: their shares in total sales, strong and weak sides, prices and quality of goods, advertising.
The target segment is determined by several criteria: age, income, social status, place of residence, number and age of children in the family.
Analysis of consumer actions: motivation, identification of needs and expectations, reasons for dissatisfaction, the process of making purchase decisions.
External factors: economic (inflation rate, bank rates, customs duties, VAT rate), social (number, standard of living of people living near the future store, fashion), legal (changes in legislation, current regulations concerning the future of the business).

A good step before opening own business- work for a while in a children's clothing store as a salesperson or administrator. This will allow you to see the business from the inside, understand the nuances, collect reliable information, and make sure that the right choice of direction has been made.

Comprehensive trade automation at a minimum cost

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS-terminal as in a large store with all its functions. We enter goods with prices in the Business.Ru cloud service and start working. For everything about everything - a maximum of 1 hour and 15-20 thousand rubles. for the fiscal registrar.

By planning the assortment of the outlet by age segments, you will be able to get by with a small starting capital, avoid credit, organize a convenient display, regularly update products in a limited sales area, meet the expectations of buyers.

It is worth considering that parents with 2 or more children tend to shop in one place, choosing a common store for children of different ages, of different sexes.

When forming an assortment, pay attention to the quality of materials, the content of natural fibers, good design, matching price and quality. It is necessary to take care of the variety, the availability of a size range for each type of product.

Registration of a children's clothing store

When starting a business from scratch, you should decide on the legal form. Most often, young businessmen choose between individual entrepreneurship or opening a society with limited liability. Each of them has pros and cons:

The registration procedure is simple for both individual entrepreneurs and LLC, it takes no more than 5 working days.
There are also no special differences in tax obligations: you can choose to work with VAT, pay taxes according to a simplified system, or an imputed percentage of profits.
The state duty for registering an individual entrepreneur is 800 rubles, for an LLC - 4000 rubles. (2017).
Opening an LLC will require additional costs: creating a charter, registering a legal, actual address, ordering a seal, opening a current account, making authorized capital(minimum 10,000 rubles).
IP pays dues Pension Fund regardless of its work, making a profit, and the LLC is exempt from such payments, subject to the provision of the relevant "zero" documents.
If lending is needed, banks are more loyal to LLCs, but a private entrepreneur may face additional difficulties.
We should not forget about stereotypical thinking: an organization is a more reliable partner than an individual entrepreneur.

In the event of bankruptcy or repayment of obligations to creditors, an individual entrepreneur risks losing all his property, regardless of whether it is associated with entrepreneurial activity or not, and the LLC is liable only to the extent of the authorized capital or property of the organization (unless otherwise ordered by the court).

A clear understanding of how an individual entrepreneur differs from an LLC will allow you to make a reasonable decision.

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The service will improve the efficiency of the store by reducing the loss of product balances, significantly speed up the process of revaluation, printing price tags / labels, strictly discipline the work of the cashier and limit his opportunities when working with discounts / sales at a free price.

Choosing a location for a children's clothing store

Where to open a children's clothing store in order to quickly create your own customer base and achieve success? It would be very good to open such a retail outlet in the immediate vicinity of children's institutions: a clinic, a kindergarten, a school, a center for additional development.

It is convenient if the store is located in a shopping center, malls with high traffic and the presence of similar departments in the neighborhood, in order to be in the field of view of potential buyers from the first days of work.

The choice of a place should be approached with all care, because attendance depends on it, and, accordingly, profit, the rate of return on investment.

Premises for a children's clothing store

The size of the room can be any, the main thing is that there is enough space for fitting rooms, displaying goods, customers do not have a feeling of crowding if several buyers come at the same time. The store should be interesting for children, convenient for parents!

In the design, it is recommended to use bright juicy colors of yellow, orange, red, green shades, but avoid acidic, “eye-cutting” colors. The interior can be supplemented with images (drawings, figures) fairy tale characters or cartoon characters.

The presence of a children's corner in which the child can draw, play, will provide additional benefits.

How to get the most out of your store

You can increase sales with the help of loyalty systems, they allow you to motivate the buyer to come back again, as well as attraction tools in the form of creating sales or promotions for certain groups of goods, analytics that will allow you to see profit, profitability, revenue and other indicators that will help you see the picture of current sales and will influence the growth of these indicators.

Equipment for a children's clothing store

To open a children's clothing store, you can get by with a minimum set of commercial equipment. Initially, it will be enough to organize workplace a salesperson, a small service room with a bathroom, dressing rooms with mirrors and curtains, hangers, racks, shelving and shelves, mannequins, cash register and a children's corner.

Regularly update the appearance of mannequins - this attracts the attention of potential buyers to a greater extent.

It is good if there are at least two spacious fitting rooms that can accommodate a parent and a child.

Buy a laptop - useful for running a store group in in social networks, communication with buyers; printer (preferably in color) for leaflets, ads and price tags.

Make a workplace for a director or an accountant.

In addition, by hanging screens in fitting rooms with the ability to broadcast your favorite cartoons, you can entertain even the most capricious little customers during fitting.

Name and photo of equipment	The required amount for the premises is not more than 50 sq.m., pcs.	Approximate cost per unit, rub.	Total cost, rub.
Reception desk (seller's workplace)	1	4 000-15 000	4 000-15 000
Service room (locker, chair, table)	1	10 000-20 000	10 000-20 000
bathroom	1	5 000-10 000	5 000-10 000
Fitting room with a curtain and a mirror, fasteners for things	2	9 000-15 000	18 000-30 000
Rack, shelf	2	7 000-15 000	14 000-30 000
Hanger, rack	4	4 000-15 000	16 000-60 000
Shopping cart for sales	2	2 000-4 000	4 000-8 000
Coat hanger	100	20-100	2 000-10 000
Dummy	2	5 000-17 000	10 000-34 000
Cash register (check printing machine)	1	9 000-20 000	9 000-20 000
Sofa (ottoman)	1	5 000-15 000	5 000-15 000
Children's corner, toys	1	10 000-15 000	10 000-15 000
Total:			107 000-267 000

Approximate equipment costs will range from 100 to 300 thousand rubles.

They will depend on the chosen format of the outlet, price category goods. Things of the premium segment require appropriate design, in thrift store you can get by with the simplest showcases.

Advertising for a children's clothing store

Be sure to organize a loud festive opening with the issuance of discount cards, business cards and booklets.

When issuing discount cards, ask customers to fill out a short questionnaire indicating Email and phone numbers. So you can inform them about promotions, discounts, new arrivals of goods.

How can a small shop compete with a supermarket?

The Business.Ru service will help with this, which will allow you to form a customer base through a loyalty system, which in turn will allow you to attract them to purchases again and again in pursuit of bonuses and special discounts for cardholders. Create happy hours to energize off-peak sales. Work with the rest of the goods correctly, the system itself will show what minimum you need to order and place an order with the supplier in 3 clicks. Small stores can compete with chains, this has been proven by customers of the business accounting service Business.Ru

Suppliers for children's clothing store

Every person wants the thing he bought to be beautiful, safe for the child. Therefore, the choice of suppliers should be approached with great care.

Can work with foreign companies, which have already proven themselves in the market, with newly emerging domestic manufacturers offering cost-effective prices.

The main thing to pay attention to is the quality of products, the stability of supplies, the renewal of the assortment, the availability of the necessary certificates.

Staff for a children's clothing store

To find good sellers It's not easy, but you have to try. It depends on the employees whether visitors want to make purchases on their first visit and come back again.

Service should be kind and polite, but unobtrusive.

Sellers must be patient, be able to find a common language with both children and parents. The high professionalism of employees is important: knowledge of the assortment, the ability to determine the size of the child by eye, navigate in the directions of children's fashion.

For maximum profit, the store must work seven days a week. You can hire 2-4 sales assistants, set a shift schedule, go to the hall yourself, participate in customer service. This will give important information about customers, employees. Cleaning lady, auxiliary workers can be hired for 2-3 hours a day.

As a business owner, you can leave administrative issues to yourself, but it is better to entrust bookkeeping to a professional.

Minimum expenses for wages personnel:

The level of salary depends on the average for the region.

How much does it cost to open a children's clothing store

To draw up a business plan, you need to include in it all the upcoming expenses for the purchase of equipment, goods, monthly mandatory expenses.

One-time expenses will include:

registration of a legal entity;
decoration of the premises;
purchase of equipment;
purchase of goods;
advertising costs.

High margins make the children's clothing trade a very attractive business. The average markup on children's clothes is 100 - 500%.

According to the estimates of entrepreneurs already working in this market, the business is considered highly profitable, with a payback period of about a year.

For example, with an initial investment in a business of 900 thousand rubles, a net income of 200 thousand, a net profit of 100 thousand rubles, the payback period for the store will be about 10-12 months.

Control the work of the store using a mobile application and an online service

Track online revenue, store opening/closing and shifts, as well as the dynamics of checks breaking in the mobile application. Set up the cashier's rights, set the sales ban to minus and generate online sales reports. Try the Business.Ru service and online cash desk with free technical support.

Franchise Clothing Stores

Statistics show that the proportion of children in total strength Russia's population is currently about 16%. And according to forecasts, this figure will grow annually thanks to government programs to support families with children.

Thus, children's retail trade, with proper organization, is not threatened with bankruptcy. However, one should not discount the crisis that hit all areas of business. Opening a retail outlet under the franchise of a well-known partner, selling goods of a well-known brand that has won the hearts of buyers, will help a novice entrepreneur to protect himself from financial failure.

Benefits of retailing children's clothing franchise:

well-known brand, promoted name, reputation of the franchisor;
providing a quality product;
support of the company during the opening and operation of the store;
training;
advertising campaigns at the expense of the franchisor, incl. and in the federal media;
reducing risks to zero;
low purchase prices;
ensuring constant profit.

Using a franchise has several disadvantages:

Mandatory thorough observance of the franchisor's standards in all matters: from the mode of operation to a strictly regulated assortment.
Franchise purchase costs.
In case of bankruptcy of the franchisor, the sale or cancellation of the franchise is possible.

You can open a clothing outlet for children under the franchise of companies: Next, Shark, Stilnyashka, Orby, Ivashka, PlayToday, Born, Button Blue, Gulliver, etc.

When choosing a company that sells franchises, you should pay attention to companies that invest their ideas, experience and skills in partners, and do not consider franchisees only as an additional way to sell goods.

Franchise your own children's clothing store or fill your own bumps - the choice is yours. Children are the most precious thing we have. And we will always strive to give them the best - development, toys and of course clothes. In any case, children's clothing is always in demand, and a children's goods store is a profitable enterprise, regardless of the change of seasons or sizes. locality where the opening is planned.

* Calculations use average data for Russia

1. PROJECT SUMMARY

Target this business plan- justification of the effectiveness of the project to open a retail store for children's and teenage clothing in a city with a population of less than 200 thousand people. Target audience the store will be the population of the city aged from 3 to 18 years. The store will feature a wide range of children's clothing and accessories. A store will be opened in a rented premises with a total area of 100 sq. meters, on the ground floor of a multi-storey building located on one of the central streets of the city. The store will operate in the “below average” price segment, which is due to the prevailing market conditions: a decrease in purchasing power and a drop in the level of income of the population.

Starting investments in the opening of a children's clothing store will amount to 1.9 million rubles. Funding source - own cash. Payback period - 27 months. Expected revenue in the first year of operation - 500 thousand rubles, net profit - 58 thousand rubles, return on sales - 11%.

The organizational and legal form of doing business will be IP. The form of taxation is simplified (“income minus expenses”). The term of the preparatory period for the opening of the project will be 2 months. It is planned to reach the planned sales volumes by 3 months. work.

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Children's and teen clothing is one of the three segments of the clothing market (FashionRetail), which also includes women's clothing (which accounts for 51% of the market) and men's clothing (31%). The share of children's clothing in clothing retail, according to 2015 data, is about 18% (see Fig. 1). Despite the fact that the clothing market in Russia is going through hard times, demonstrating a decrease in volumes (see Fig. 2), children's clothing remains its only growing segment. According to Synovate Comcon, market growth compared to 2013 by 2015, although it slowed down from 16.5% to 1.6%, but it still exists (see Fig. 3).

Figure 1. The structure of the clothing market in Russia, 2015

Figure 2. Size of the clothing market, billion rubles, 2009-2015

Figure 3. Size of the children's clothing market in 2010-2015*

*according to Synovate Comcon

In many ways, the children's clothing market, as well as the children's goods market, was helped to stay afloat by the increase in prices. In addition, the most common opinion about the causes of crisis resilience this direction among experts is that it is not customary to save money on children. That is, it is easier for many parents to refuse to buy clothes for themselves than to buy clothes for their child. Nevertheless, the fact is that in the context of the crisis, the consumer has become more selective, approaching the choice of children's clothing more rationally. The second trend is the transition of consumers to cheaper price segments due to a decrease in purchasing power.

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The concept of the project outlined below is to create a children's store operating in the “below average” segment, which is most in line with the market situation. A retail children's clothing store will open in a city with a population of less than 200,000 people. The store will offer a wide range of children's and teenage clothing for children aged 0 to 14 years. The point of sale will be located in a rented premises with an area of 100 sq. meters, on the first floor of a multi-storey building, on one of the central streets of the city.

In our store, parents with children will be able to find outerwear and underwear good quality at affordable prices and a minimum margin, which will allow them not only to dress the child for school or for the winter, but also save family budget. Children's clothing cannot and should not be expensive - such a statement will underlie the concept of the store. For more information about markups on goods, see Table. 3 business plans.

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The organizational and legal form of activity will be individual entrepreneurship on a simplified taxation system. staffing will be 4 people, including 2 administrators and 2 sales assistants.

The total investment costs for opening a children's clothing store will amount to 1.9 million rubles (for details, see Table 1). The project will use its own funds. To open a store, a preparatory stage for a period of 2 months will be required.

Table 1. Investment costs of the project

	NAME	AMOUNT, rub.
Real estate
	Premises renovation
	Facade works
Equipment
	Equipment set
Intangible assets
	Registration and clearance

	Rent before opening
working capital
	Commodity content
	working capital
Total:		1 905 100

3. DESCRIPTION OF GOODS AND SERVICES

The assortment of the store will be designed for children aged 0 to 14 years. It will include all the main assortment groups of clothes for girls and boys, including outerwear and underwear. The store will operate in the “below average” price segment. The level of margins for the main categories of goods are given by us in Table. 2 business plans. Clothing will be purchased from wholesale company, working directly with domestic and Turkish manufacturers. Twice a year the assortment will be replenished with seasonal collections (spring-summer, autumn-winter), current collections will be replenished depending on the level of sales (approximately, also 2 times a year).

Table 2. Average purchase and retail prices

COMMODITY GROUP	Purchase price, rub.	Trade margin, %	Cost, rub.
Bodysuits, bodysuits
Trousers, trousers, leggings


Sweatshirts, tunics, sweatshirts, turtlenecks, sweaters
Jackets, windbreakers, vests, overalls
T-shirts and t-shirts
Sets for newborns
Socks, shorts

Dresses and sundresses
Shirts, polo, blouses
Shorts and capris
Accessories

4. SALES AND MARKETING

The target audience of the store is families with children. According to statistics, about 70% of buyers are women, since it is they who in the family are most often responsible for purchasing clothes for children. Age from 20 to 59 years. The sphere of interests and occupations do not matter. In terms of income, these are urban residents with “average” and “below average” income levels, that is, for a city with a population of less than 200 thousand inhabitants, this category of citizens makes up the absolute majority of the population.

Competitive advantage of the store will be affordable prices and wide choose range of children's products. The sales plan for the three years of the project is given in Appendix 1. Achieving the planned volumes of the first year of work (500 thousand rubles) is planned for 3 months. work.

The main means of attracting customers will be the advantageous location of the store and more low price on products than competitors. As additional funds, printed brochures and POS materials will be used directly in the store itself. To stimulate sales, it is planned to use sales, discounts on the remnants of seasonal collections and illiquid goods. Before the opening, there will be a promotional event that will include a festive decoration with the placement of banners about the opening date of the store, decoration with balloons and ribbons. Flyers and leaflets will also be distributed.

5. PRODUCTION PLAN

The children's clothing store will be located in a rented area of 100 sq. meters, of which 63.5 sq. meters will be the area of the trading floor, 18 square meters. meters will take a warehouse and utility room, 8.5 square meters. meters - fitting area. The premises will require repairs at the rate of 3 thousand rubles. per sq. meter. and facade work in the amount of 95 thousand rubles. The store will need to be equipped with retail, cash, anti-theft and other equipment in the amount of 340.1 thousand rubles. A detailed list is given in Table. 3 business plans. Ready-made products will be purchased from the wholesaler and delivered to the warehouse at the store by a transport company.

Table 3. List of equipment

	Name	price, rub.	Quantity, pcs	Cost, rub.
Shop equipment
	Floor hanger for clothes
	Wall trading rack
	Demonstration table
	Dressing room with mirror
	Corner cash counter
	Trade accumulator
	Teenage mannequin
	Children's mannequin
Other
	Anti-theft equipment (anti-theft system, set of sensors, deactivator)
	Cash equipment (including electronic payment terminal)
	Warehouse rack
	Staff clothing
	other expenses
Total:				340 100

6. ORGANIZATIONAL PLAN

IP was chosen as the organizational and legal form. The taxation system is simplified (“income minus expenses”). The staff of the store will include 4 people: 2 administrators and 2 sales assistants. The duties of administrators will include: monitoring the work of sellers, calculating buyers at the checkout, accounting for cash balances, placing orders for suppliers, and conducting promotional events. Sales consultants will be responsible for servicing and advising customers on the types and sizes of clothing, accepting goods and displaying them in trading floor. To increase sales, a system of employee motivation will be introduced, providing for a bonus of 5% of the amount exceeding the sales plan. The staffing and wage fund are given in Table. 4 business plans.

Table 4. Staffing and payroll

	Position	Salary, rub.	Quantity, pers.	FOT, rub.
Administrative staff
	Administrator
sales staff
	Shop assistant
Total:				78 000
	Social Security contributions:			23 556
	Total with deductions:			101 556

The term of the preparatory stage is 2 months. It will include: registering an individual entrepreneur, renting premises, carrying out repairs, purchasing equipment, hiring personnel, filling and decorating a store, and conducting an advertising campaign.

7. FINANCIAL PLAN

The investment costs of the project will amount to 1.9 million rubles. For more details on cost items, see Table. 1. business plan. The current costs of the project can be divided into variable, which will include the wholesale price of clothing, and fixed. fixed costs store are given in Table. 5. Payback period of the project - 27 months. Expected revenue in the first year of operation - 500 thousand rubles, net profit - 58 thousand rubles, return on sales - 11%. Pivot table for all financial indicators for a three-year period of operation of the store is presented in Appendix 1.

Table 5. Store fixed costs

8. RISKS AND WARRANTY

To ensure the viability of the project, it is necessary to take into account the external and internal risks of this business. External risks include all threats not related to the process of organizing a business (the situation in the economy, natural disasters), internal risks include management efficiency. In Table. 6 shows the main types of risks, measures to prevent and eliminate their consequences.

Table 6 Possible risks and ways to prevent them or their consequences

risk factor	Probability of occurrence	The severity of the consequences	Events
External risks
A sharp decline in the solvency of the population due to the deteriorating situation in the economy			Working in an affordable price category, analyzing demand, identifying the most popular positions and focusing on them, reducing costs, negotiating with landlords to reduce rent
Increase in production costs due to currency appreciation, political measures, etc.			Optimization of the expenditure side of the budget, an increase in the retail price, a change in the purchasing policy (increase in purchase volumes to reduce the wholesale price, search for new suppliers)
Emergence of direct competitors			The presence of a unique trade offer, availability of a loyalty program: accumulative cards, discounts for regular customers, receiving feedback from customers, conducting PR campaigns
Decreased relevance of sales (influence of fashion, trends)			Monitoring the situation on the market, tracking trends, analyzing consumer behavior, conducting surveys, identifying running positions through trial purchases
Rent increase			Coordination of all payment terms in the lease agreement, legal assistance in resolving the issue, conclusion of a long-term agreement at a fixed rate in rubles
Decrease in sales due to seasonality factor			Discounts and sales of old collections in the off-season, promotions
Losses due to theft			Installation of anti-theft equipment, the use of anti-theft sensors, the presence of a security alarm
Emergency/Natural Disaster	extremely low		Availability of security / fire alarms, insurance
Internal risks
Inefficient purchasing policy, overstocking			Knowledge of the market and main trends, identification of the most popular commodity items, monitoring of competitors' activities
Choosing the wrong pricing policy			Regular analysis of demand and maintenance of the current cost, constant monitoring of prices from direct competitors
Outflow of buyers and decrease in sales due to unskilled personnel			Recruitment of personnel with experience in a similar field of activity, conducting probationary period, permanent job on improving the level of service, creating a system of motivation and penalties, rewarding the best employees 1902 people are studying this business today. For 30 days this business was interested in 228631 times. Profitability calculator for this business

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