What you need for an island in the mall. What documents are needed to open a point in a shopping center

24.01.2022

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

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

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

However, they forget to take into account how many bonuses such placement gives.

The higher the rent, the more popular the place.

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

It will be easier to attract them than if the store were in a separate room.

These and many other advantages of placing in shopping centers are understood by many seasoned businessmen who open sales outlets there.

Business plan of a point in a shopping center- the first document that will be required in the organization of the case.

In it, information about the store will be analyzed, systematized and calculated.

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

If the experience of other people does not convince you, evaluate personally the pros and cons of placing in a shopping center.

Advantages	disadvantages
For the period while you are carrying out repairs and decoration of the premises, you can take a "vacation". That is, 1-2 months you pay only utility bills. Significant savings!	As a rule, you will have to agree on almost every step: from the style of the sign to the order in which the goods are laid out.
Along with the retail space, you will receive a video surveillance service in the shopping center, parking spaces for customers, and the opportunity to use local cleaning services.	Free cheese only happens in a mousetrap. Typically, mall maintenance is also included in your monthly bill, along with utilities.
The advertising that the center runs also works for you.	Renting a place in a shopping center, especially a popular one, is always expensive.
Placement near large points will ensure a stable flow of customers.	Often when you "settle" you have to pay a deposit for 3 (!) Months of rent.
You will have a reception area equipped according to all the rules. Separate accommodation rarely allows you to show off like that.	If for some reason the popularity of the shopping center falls, it will immediately affect you.

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

It is important to analyze them thoughtfully so that in the end it does not turn out that a rather large amount of rent was wasted.

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

It is impossible to open a point in a shopping center without an appropriate documentary base.

Prepare for what you need:

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

Planning to open a business plan for a retail outlet

It is difficult to open a point in a shopping center not because of the intricate organization algorithm.

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

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

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

This includes analysis of the target audience, visitors to the shopping center, calculation of the size of the future average check, the establishment of the supply process, the choice of a marketing strategy.

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

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

Analysis of the shopping center before opening a point

The profitability of renting a place in a shopping center is not always palpable.

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

Choosing a mall is easy.

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

Draw conclusions on the following indicators:

Purchasing power.

You won’t be able to look into people’s wallets or shopping bags.

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

Perhaps most come for entertainment and relaxation.

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

Competitors.

It is important that there are no direct competitors nearby.

But large anchor points of similar topics will be useful.

For example, in many supermarkets there are goods for animals.

But they offer a meager assortment.

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

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

It is better to hire people on your own.

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

Hiring a salesperson with experience is much more preferable.

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

To motivate employees to work better, enter the payment of a fixed % of sales or bonuses for achieving the set results.

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

Consider these options:

Training.
While you are preparing the point for opening, it can become a means of outdoor advertising.
Close the repair work with a banner on which you will announce the start of work, indicate the name and date of opening.
Mutual benefit.
When an agreement with a shopping center is concluded on the terms of % of turnover, and not a fixed fee, you can ask for the possibility of free promotion for the first time.
Management can meet halfway, because their income will depend on your success.
Inside the service is much more expensive, and the effect of it is lower.
Bring your own.
Create special discounts for employees of the center.
This will draw their attention to the dot.
And if they like it with you, fame will quickly spread among friends.
Change to "permanent".
Also motivate customers.
Enter a loyalty program or a system of cumulative discounts.

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

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

It should be noted that until the moment of payback, the store will need to be “sponsored” from a personal financial cushion.

How much money do you need to open a point in a shopping center?

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

After watching the following video, you will be able to choose the right place in the shopping center to open your outlet:

“If you require someone to give their time and energy to a cause, then take care that he does not experience financial difficulties.”
Henry Ford

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

You need to take care of the inventory right away.

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

Try to stay near the so-called anchor points.

These are the stores that attract the most visitors to the mall.

A striking example is Auchan, Obi, Perekrestok supermarkets.

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

That portrait of the average buyer, which you make during the analysis of the shopping center, will remain the same after the opening of your outlet.

Do not entertain yourself with false hopes about this.

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

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

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

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

With due perseverance, creating a profitable business is within the power of every person.

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Opening a shopping island is an attractive idea for small businesses. This is an economical type of retail that does not require high initial investments. One of the less risky options is to operate a franchise.

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

Pros and cons of islands

Like any business, shopping islands have their advantages and disadvantages, which future owners should be aware of in advance.

Pros:

Compactness (on average from 2 to 15 sq. m), which allows you not to overpay for rent
The possibility of selling a wide range of both food and non-food products and services. Here are just a few of them: ice cream, sweets, gadgets, perfumes and cosmetics, express manicure (nail bar), accessories, coffee, leather goods, watch repair, express payments, pawnshop, jewelry, etc.
Convenient location in the "passing" places of supermarkets
Ease of assembly and dismantling, mobility (with a wheelbase)

Minuses:

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

To minimize risks and unplanned investments when opening a trade on an island, you need to carefully study the terms of the lease, analyze the patency of the selected point and the presence of a target audience for your type of goods and services.

Location selection

When designing large stores or multifunctional centers, as a rule, the layout of free space already takes into account the presence of shopping islands. In the process of putting the facility into operation, their number may change, but only slightly. On the one hand, this allows future tenants to look in advance for the best places to open their own "point", on the other hand, it becomes necessary to take into account the interests of the landlord, who often puts forward requirements for the owners of the islands to work in accordance with the general concept of the center.

An important criterion for choosing a place for a trading island is the passability indicator (see Fig. 1)

But it would be a mistake to make a choice, guided only by the popularity of the shopping center. It has been noticed that in the most “passing” supermarkets, islands representing recognizable brands with big names are more successful: branded brands of watches, ice cream, cosmetics, and jewelry. If there is an original, but “not familiar” manufacturer next to them, the visitors of the shopping center begin to “banner blindness”. It is difficult to influence it without special marketing tricks that require additional costs.

In addition, the more “serious” the landlord, the more conditions he has. For example, the Arena shopping and entertainment center (Voronezh) requires islands not to exceed 160 cm in height, be transparent and equipped with internal lighting, so as not to disturb the perception of visitors to the main shopping galleries.

Representatives of centers with "famous names" often wish to receive a colorful booklet from the retailer upon agreement with a detailed description of the shopping island and many of its images in the interior of the hall. This is an additional expense: design bureaus estimate such an order at 60-70 thousand rubles.

That is why experienced entrepreneurs advise beginners to “start” in less pretentious and large trading enterprises, while choosing places with high traffic, but with a minimum set of counter conditions from the landlord. This will allow you to show maximum imagination in decorating a shop window, product presentation, etc. Yes, and you will compete with neighboring kiosks mainly due to the originality of the idea and the profitable presentation of your product.

What product to choose?

One of the first questions a future retailer has is: what to sell on the trading floor on the islands? What do you prefer: edible products or non-food products? On whom to bet: the consumer-oriented public, or the discerning buyer of the exclusive?

Journal “Practice of trade. Trade equipment” in 2014 published a forecast for the retail market until 2016 (see Fig. 2)

As can be seen, the markets for food and non-food products almost do not differ in dynamics: the economic difficulties of recent years are making themselves felt. Consider examples of successful projects from the TOP - 25 most profitable franchises of 2015 according to forbes.ru.

Tea Funny Point cocktails

The original food brand for pedestrian areas. Based on the Taiwanese-invented "bubble tea" cocktail, which includes tea, milk, syrup and jelly-like balls with juice inside.

Advantages:

the shopping island takes up little space - about 4 m²
royalties of 4% of revenue are paid from the second year of operation
start-up capital (about 0.8 million rubles) can be obtained from Rosbank under the Successful Start program
The design of the shopping island and equipment placement was developed by the franchisor and successfully implemented in large shopping and entertainment centers, which helps to avoid additional approvals from landlords.

Designer t-shirts Provocation

Many visitors of the largest supermarkets remember the bright showcases of the islands of the Provokatsiya brand, where you can buy T-shirts with hooligan prints. Store owner and franchise creator Hasmik Gevorkyan recalls that a buyer “threw” this good idea to her. She opened her first store in Kursk, and now she presents the brand's products in large Moscow malls, another 91 points are the result of partnership with franchisees.

Estimated amount of initial investment- 0.55 million rubles.
Profit: 3.57 million rubles.

Auto device for "advanced" buyers

Those who plan to open trading islands in trading floors draw business ideas from successful projects. This is exactly what the business of the Nizhny Novgorod entrepreneurs S. Seregin and M. Vakhrushev can be considered. In 2009, they began selling automotive electronics: navigators, video recorders, radar detectors and accessories under the Autodevice brand.

Today it is one of the most profitable franchises, according to Forbes. The cost of initial investments is 0.9 million rubles, profit is 2.1 million rubles. The offer of Avtodevice for franchisees is interesting in that the lump-sum fee is minimal - only 39,000 rubles, and there is no royalty.

Summary: the main rule when choosing a product for sale in the format of a shopping island is targeting the target audience. For success, not only the idea is important, but also a well-executed concept, attractive window dressing, accounting for running and slow positions, and a clear promotion strategy. All these requirements are met by franchises that have already established themselves as a profitable business. Using them, you can minimize the possible risks.

What to consider when opening a shopping island?

Before you start your business, use the advice of experts to help you avoid embarrassing mistakes:

When choosing a place to rent, do not limit yourself to the simplest solutions (“acquaintance”, “closer to home”, “largest store”, etc.), arrange a small “tender” for landlords, indicating your wishes on the Internet. Better to choose from several offers - less likely to miss
Explore the audience of the shopping center! Where the public, who came to buy products or furniture, lives, gadgets are unlikely to be in demand.
Do not hope that the business will start working without your participation: at least for the first time, you will have to control the hired sellers. Consider the travel time factor to and from the store. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow calculated that it took them 4 hours a day to do this.
Be extremely careful when choosing a contractor for the production of an island! Study the reviews about it on the forums, get "live" recommendations, read the contract and project documentation in advance. You must be sure that the terms of delivery and launch of the finished module will be met and that the supplier will not lose interest in you if you notice a design defect and ask for it to be fixed.
By approaching the organization of your business with due attention, you will receive a competitive business that brings you satisfaction and profit.

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Small business start-up stories are successful and unsuccessful. If successful stories inspire, then unsuccessful ones usually do not attract us very much. But it is from bad experiences that the most important lessons can be learned. We believe that a negative experience is also an experience. Therefore the magazine I.Q. Review opens a series of articles on how not to do business with this story. It's like a thousand other stories. The difference is that it is replete with details that a stranger will not tell you about. We pass the word to the heroine, who will tell the whole truth. Read and learn.

How I opened the candy island in the mall

If you live in a small town with a population of no more than 250 thousand, then the problem of consumer choice is not acute - for the simple reason that this choice simply does not exist. Stores of local shopkeepers, which have not seen renovation and renovation since the collapse of the Soviet Union, offer us the same type of goods and Chinese consumer goods at inflated prices. The rebuilt shopping centers also do not elevate the city to a new level, because they are made in the image and likeness of the same shops with the same assortment, but larger.

Finding an idea for a business in a small town

I live in one of these cities in the suburbs of Rostov-on-Don. My decision to start my own business came by accident. My name is Anna, I am 27 years old, I am a mother on maternity leave, and I had no business experience. None of my family and my husband's family has ever been in business either, we are all ordinary workers.

And already here, at the stage of the birth of the idea, I encountered the first difficulties. At the initial stage, support is more important than ever - someone or something that gives strength and inspiration. Ideally, this is a person who has already achieved some success in the chosen field and is able to give the right advice. It can be either a person from the environment or a stranger from the online space. In extreme cases, you can find a like-minded person from among friends or relatives.

I had to do without it. The idea was new within my city, and this is what gave me confidence and hope for the success of my enterprise.

Franchise "Tasty Help"

An offer to purchase a franchise of the Tasty Help brand popped up in the form of contextual advertising. I was hooked by the name, numbers and payback percentages.

The company promised a markup of 100-200% on its product and payback in 3 months at a cost of only 100 thousand rubles. When I went to the site, a light bulb in my subconscious lit up.

These were sweets, but not just sweets, but European sweets sealed in jars of 50, 150 and 250 ml with stickers on which beautiful wishes flaunted. The general concept of the brand is a jar of sweets instead of pills as a cure for sadness. In addition to sweets, the assortment included 90s chewing gum, fortune cookies and ready-made gift sets. On the promo page, all this looked spectacular, bright, on the photo - examples of successful points. I had a desire to give my city a similar island of joy, to give people the opportunity to acquire something similar.

Pros and cons of a franchise

I refused the idea of buying a franchise, especially since the company provided the opportunity to purchase goods in bulk. Yes, and there were less pluses than minuses. At a cost of 250 thousand rubles, the franchise only gave the right to a 3% discount on an order and the mythical “support of managers”, as well as the status of an “official representative”, which, nevertheless, did not allow me to be the only representative in my city. I also lost the right to trade in other goods at my discretion, and for my own money I drove myself under close supervision, which I considered a huge minus.

Sweet shop business plan

Sweet shop

Starting capital for opening a store

I didn't have any money. But there was a credit card with a limit of 120 thousand rubles. I figured this should be enough.

The promised mark-up, however, did not appear. With a retail price of a large jar of 290 rubles, the purchase price was 162 rubles. That is, the markup is 80%, in ruble terms - 128 rubles per sold unit of goods. For chewing gum and smaller jars, the margin ranged from 50 to 60%.

I found a rather successful, in my opinion, place in the shopping center, where Detsky Mir, Letual and TsentrObuv were the anchor tenants. Price 1 sq. meter was 5 thousand rubles, and the total cost of 3 square meters I took. m. - 15 thousand per month.

Payback period calculation

According to my calculations, with an average daily income of 1 thousand rubles, I will recoup my costs in 8-10 months. That was my whole business plan at the time. And it was this mistake that caused all subsequent problems. I did not take into account the important factors that are the foundation and the first bricks in the construction of a successful project.

I placed an order for 100 thousand rubles. The order was dominated by individual jars, a few chewing gums, a box of Petushki lollipops. I paid at the bank by transfer from the card, which automatically added 4% of the commission to my debt, and this is no less than 4 thousand rubles. Delivery by a transport company added another 2 thousand rubles to the initial costs.

After searching for a place and signing an agreement, I came across the concept of “deposit”. This meant that I needed to pay for two months at once - the first and last under the contract, in other words, to make a security deposit. My 15 thousand turned into 30. I had to add from the family budget.

The next step was ordering windows. They cost 30 thousand. I borrowed this money from a friend. Little things in the form of designing an individual entrepreneur, a consumer corner, a chair, an office devastated my already meager budget by about another 4 thousand.

Thus, the opening of a small point with sweets cost 170 thousand rubles. This significantly increased the payback period compared to the original calculations. But it was too late to retreat.

Business in numbers: sales, revenue, profit

The point began its work on June 1, 2014. At the initial stage, I decided to trade myself, without hiring sellers, in order to study the demand and “paint a portrait” of a potential buyer. I must say that the product really aroused great interest.

What is in demand and gives a turnover

To my great surprise, the goods of the 90s were in the greatest demand - chewing gum "Love is", "Turbo", instant juices "Yuppi" and "Zuko", they bought a lot of lollipops for children.

The attitude towards Tasty Help was very wary, but it aroused constant interest. Every second had to explain that these are not dietary supplements, not medicines, not food for fish. When a person understood that these were sweets, the question arose about the high price. Indeed, at a price of 290 rubles per 250 grams, the price per kilogram exceeded 1,100 rubles. In response to this, I argued that these sweets were unusual, exclusively of European production. The emphasis was on the gift packaging and unusual wishes, which made the sweets both an independent present and a pleasant addition to the gift.

As a result of all the vicissitudes, the revenue for the first month amounted to 70 thousand, which was more than double my expectations. My joy knew no bounds.

During this difficult first month, I made such disappointing conclusions.:

For a successful startup, however, activities that are familiar to most consumers are more preferable. Just enough to make it a little better. And if the products are in great demand, then there will always be demand, even with minimal promotion.
It is preferable to develop new types of business only if you have a stock of finances, a lot of free time and experience as an advertiser, or at least a fluent language.

Expansion of the range of outlets

After paying the rent for July, having decided to replenish the greatly depleted stocks of goods, I ordered something that disappeared from the shelves almost immediately - Petushki chewing gum and candies. I had regular customers who asked me to add to the goods of the 90s the famous drink “Dr. Pepper. I found suppliers of a real American drink, and placed an order for about 20 thousand. After all the costs of repaying the loan, there were 25 thousand, of which I contributed 17, as I decided to treat myself to new clothes and several trips to a restaurant.

The second month of work brought 60 thousand rubles in revenue. Running positions ended, slow-moving ones hung like a dead weight. Of course, I wanted to sell, so I ordered cans of Tasty Help, Yuppies and chewing gum for about 30,000. Ordered "Dr. Pepper sold out, but taking into account the small markup (30 rubles) and the cost of delivery, the real benefit was almost zero. At the beginning of the second month, I advertised a vacancy for a salesperson, as elementary fatigue from working for a month without days off from 10.00 to 21.00 made itself felt. With a schedule of 2/2, the seller's salary "ate" 8 thousand of revenue. Of course, I also did not take this into account in the initial cost calculations.

The second month led to the following conclusions:

Starting any business that involves the use of the labor of employees, it is necessary to obtain basic knowledge in the field of personnel management. I tried to give preference to girls aged 25-30 with work experience. But this did not save me from unpleasant situations associated with incompetence and banal irresponsibility.
Poor people are harder to manage. The desire to save on wages leads in most cases to a decrease in the seller's performance and the desire to "serve the hours."

In the third month, sales also went well, but at the end of the month they dropped to 50 thousand. It would seem that during these three months it was possible to pay off the debt or at least significantly reduce it. Indeed, half of the debt was paid. But the shelves were empty again. In addition, September came, sales fell. I tossed between the desire to quit everything, find another place (there are not so many in our city) or go for broke. Thoughts about the approach of the New Year were relentlessly pursued, which meant a large purchase.

Sale of sweets during the holidays

Hopes for everyone's favorite holiday justified themselves. I bought a lot of New Year's sweets worth about 40 thousand, they looked very beautiful, elegant, festive. I made sets, tried to work more myself, did not trust the sellers. Everything sold out in December. Revenue on December 31 was very pleased - 12 thousand. The windows were completely empty. What I invested in this purchase was returned to me. But no more.

After the New Year holidays, inspired by the pre-New Year sales, I assumed that the February and March holidays should also bring good profit. But here I already miscalculated. Another pre-holiday purchase practically did not interest buyers. The holidays were over, the shelves were full of goods, people no longer had money. The daily income ranged from 50 to 500 rubles, which could not even cover the rent and salary.

As a result, my debt to the bank not only did not decrease, but even increased. The total bank debt amounted to 140 thousand, this also included interest - about 4 thousand rubles for each month. I also did not pay my friend a debt. Invested 170 thousand remained outstanding. At the end of April, I closed the outlet.

What conclusions did I draw during the operation of the outlet and, mainly, after its closure?

The capital invested in equipment and the initial filling of the store will never return. This is an investment that needs to be included in the business plan, regardless of the return.
A business plan is the main springboard to a successful project.
In addition to offline sales, it is imperative to conduct online trading in parallel. It can be a page in social networks, a simple one-pager or a full-fledged website. For many people, shopping on the Internet is preferable, when you can think for several days, again returning to the product you like.
You need to learn to delegate work. It is impossible to be an ideological inspirer, seller, loader, accountant, and at the same time become a successful entrepreneur. And this certainly applies to young mothers.
You should never follow the advice of people who know nothing about business in general and about yours in particular. In addition to confusion and confusion in thoughts, this will lead to nothing.
Do not get hung up on your project, even if it is the first and only one. You need to be able to leave the rented place on time, not forgetting the possibility of scaling, if funds allow.
The main thing is self-confidence; without it, any, even the most promising, undertaking will fail.