* The calculations use average data for Russia

1.Project summary

The goal of the project is to open a tea store specializing in the retail sale of loose tea and related products. The store will be opened in a separate room in an area of ​​the city with a population of 500 thousand people, on a high-traffic street. The boutique's assortment will include black, green, white, flavored, fruit and other types of teas. In percentage terms, the share of tea in the middle price segment will be 75%, elite teas – 25%. The concept of the store will provide customers with the opportunity to personally evaluate the taste of tea by tasting it before purchasing.

The volume of initial investment in opening a boutique will be 1,497,200 rubles. The project will be implemented using our own funds. The payback period will be 17 months. Reaching the planned sales volume will take 4 months. Business plan calculations were made for a three-year period of store activity.

2.Description of the industry and company

Russia is one of the largest consumers of tea in the world. Our country accounts for about 9% of world imports. Every Russian annually drinks more than 1 kg of tea per year. At the same time, there is practically no tea in the Russian Federation. Tea growing in Russia is carried out only in certain areas of the Krasnodar Territory and the Republic of Adygea, and production volumes amount to 0.250 thousand tons of products per year. The demand for tea is almost entirely met by imports. In 2015, the volume of tea imported to Russia will be 170 thousand tons. At the same time, the share of green tea in the import structure is 8.4%, black tea – 91.6% (see Fig. 1).

Figure 1. Structure of tea imports to Russia

*According to the Expert Analytical Center for Agribusiness "AB-Center"

The top five largest tea supplying countries to Russia include India (27%), Sri Lanka (24.6%), Kenya (15.1%), Vietnam (8.8%) and China (7.7%). This is followed by Indonesia, the UAE, Tanzania, Iran, Argentina and other countries with a total share of 22.4%. In total, according to data for 2015, imports were carried out by 445 companies, while 17 companies were involved in the import of tea in volumes of more than 1 thousand tons. The average price for imported tea (February 2016) in rubles was 284,986 rubles. per ton, which was 10.5% more than in February last year. Wherein, average price per ton of black tea amounted to 284,161 rubles, per ton of green tea – 293,868 rubles.

With the growing well-being of the population, there is a tendency for the consumption of loose tea to increase in the market. More and more people are gradually moving away from the established habit of drinking bagged and packaged tea. Retail outlets selling loose tea are opening in many large supermarkets and shopping centers, and their products are in increasing demand not only as gifts, but also for personal consumption. This trend is most pronounced in cities with a population of over a million and regional centers.

The goal of the project is to open a tea store specializing in the retail sale of loose tea and related products. The boutique's assortment will include black, green, white, flavored, fruit, herbal and other types of teas. In percentage terms, the share of tea in the middle price segment will be 75%, elite teas – 25%. The concept of the store will provide customers with the opportunity to personally evaluate the taste of tea by tasting it before purchasing. Qualified sales consultants will be able to help with the choice of tea, taking into account all the client’s requirements.

The store will be opened in a separate room in an area of ​​the city with a population of 500 thousand people, on a high-traffic street. The store will be located in a rented premises of 30 square meters. meters.

The organizational and legal form of the business will be an individual entrepreneur. UTII (single tax on imputed income) will be chosen as the taxation system. OKVED codes for the sale of tea and related products - 52.27.36 “Retail trade in tea, coffee, cocoa”, 52.44.2 “Retail trade in various household utensils, cutlery, dishes, glass and ceramics, including porcelain and earthenware.”

3.Description of goods

The store's tea assortment will include 150 varieties of tea, including small-leaf, large-leaf varieties, black, green, white, red, fruit and other teas. The assortment will be compiled on the basis of marketing research of the market of the city and region, including analysis of competitors’ offers, analysis of suppliers, identification through surveys of the best-selling “hit” tea varieties and unreached niches, data from Internet queries of region residents in search engines. About 75% of the tea assortment will be in the middle price segment, the remaining 25% on the shelves will be occupied by elite teas. The average check for a boutique will be 900 rubles. with a markup of 100%.

In addition to loose tea, the boutique will sell related products: utensils for preparing and drinking tea. Approximate price ranges for store products are given in Table. 1

Table 1. Price range for tea and related products

	Name	Description	Cost, rub.
Tea products
	Black tea	Black tea. Cost per 100 g.
	Green tea	Green tea. Cost per 100 g.
	Flavored black tea	Flavored black tea. Cost per 100 g.
	Flavored green tea	Flavored green tea. Cost per 100 g.
	White tea	White tea. Cost per 100 g.
	Oolong (oolong)	Oolong (oolong). Cost per 100 g.
	Related tea	Related tea. Cost per 100 g.
	Red tea	Red tea. Cost per 100 g.
		Puer. Cost per 100 g.
Related Products
	Tea set	Tea set
	Tea ceremony board	Tea ceremony board
	teaspoon	teaspoon
		Clay, glass, ceramic teapot
	Puer knife	Puer knife
	Strainer for cup	Strainer for cup
	Filter bag for brewing	Filter bag for brewing
	Infuser ball	Infuser ball
	Gift jar	Gift jar
	Gift package	Gift package

Pricing will take into account such components as the purchase price, delivery costs, the purchasing power of the target audience, the cost of a similar assortment from competitors, the fixed costs of operating a boutique (arena, wage employees, public utilities And so on).

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Tea is a rather vulnerable product. Easily lost if not stored correctly beneficial features tea, its aroma is lost, and often it comes to the point that the tea becomes simply unsuitable for consumption. In order to avoid this, the store will maintain the necessary conditions that exclude high humidity and foreign odors. Tea will be stored in aluminum containers with tight-fitting lids.

4.Sales and marketing

Various studies and surveys indicate that about 93-96% of the country's adult population drinks tea. The average Russian drinks 3 cups of tea a day. According to AB-Center research, tea consumption in Russia has remained relatively stable over the past 12 years. In 2015, tea consumption stood at 1.16 kg per year per capita. The same data were recorded in 2003. The peak figure was reached in 2011 – 1.31 kg of tea per capita.

If we talk about consumer preferences, the overwhelming majority of the population drinks black tea - 86.1%. The number of green tea lovers is ten times smaller and amounts to 9.2%. The third most popular is herbal tea - about 1% of respondents drink it (data from a Synovate Comcon study). Bagged tea is most popular - exactly half of the country's residents drink it. However, in major cities countries, in particular in Moscow there is an increasing increase in connoisseurs of loose leaf tea. About 64% of the capital's residents prefer loose leaf tea. IN last years Flavored teas with natural additives are also popular. Top tea flavors include bergamot, lemon, jasmine, wild berry, strawberry, raspberry and currant.

Modern tea buyers have become more demanding and know much more about the quality of teas than in the 90s - all tea industry experts agree on this. At the same time, the tea market is quite saturated, so it is difficult to surprise a sophisticated buyer with anything. In this regard, experts advise business newcomers to advertise not specific types of tea, but the stores themselves that sell them. In fact, there is a need to sell not only tea, but also the atmosphere of the establishment, the culture of tea consumption.

In connection with the above, much attention will be paid to the concept and design of the future boutique. The interior of the room will combine uniqueness and at the same time play on typical associations. Most buyers associate tea and tea drinking with home comfort. Therefore, the decoration most often uses brown, chocolate and gold colors, classic furniture, polite and intelligent staff, courteous treatment and individual approach to every client. In addition, as the consumer has become more discerning, a free tea tasting before purchasing is a good solution.

Most often, about 60% of tea boutique buyers are regulars. Another 40% are random passers-by, interested in the store sign or the aroma wafting from behind the door. Given this fact, there is a need for both advertising aimed at regular customers and marketing strategies for impulse purchases. As a last resort, tea outlets actively practice the use of scents. To do this, the most popular items are displayed on the counters in open jars. aromatic teas, which has a positive effect on the store’s profit. To create a regular clientele, it is necessary to introduce reward systems and loyalty programs. In our case, the following will be accepted:

Use of POS materials (flyers, business cards, catalogues);

Use of branded packaging products (packaging, jars with the company logo);

Introduction of a system of club discount cards;

Maintaining a website with a catalog, as well as a tea blog by the project manager;

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Attracting clients through SMM (via social networks VKontakte, Faceebook, Instagram, etc.).

When opening a boutique for a starting advertising campaign (not including the creation of a corporate identity and Supplies with logo) 60 thousand rubles will be allocated. In the future, promotion costs will be at least 18-20 thousand rubles. The main task is to attract maximum amount buyers.

5.Production plan

The tea boutique will be located in a city with a population of 500 thousand people on a high-traffic street, on the first line of houses. Rented premises with a total area of ​​30 square meters will be used to locate the store. meters, in which it is planned to equip a sales area, a small warehouse and a tasting area. The premises will require renovation, for which 180 thousand rubles will be allocated. To create a design project and interior decoration, you will need the services of a designer. His work will cost 45 thousand rubles. (at the rate of 1.5 thousand rubles per 1 sq. m.). Also, equipment will be purchased for the tea boutique, the cost of which will be 367.2 thousand rubles. (see Table 2).

Table 2. Equipment costs

	Name	price, rub.	Quantity, pcs.	Cost, rub.
	Electronic balance
	Counter
	Tea display
	Cash register equipment
	Employee uniform
	Lighting equipment
	Furniture for the tasting area
	Plumbing
Total:				367 200

In addition to the equipment listed in the list, you will also need to purchase packaging material and apply branding to it. This item will cost about 50 thousand rubles.

For daily work A tea boutique will require 2 full-time sales consultants. Job sales staff will be organized in shifts. The tea boutique will be open from 10:00 to 21:00 without breaks and weekends. The key requirements for sellers will be the ability to communicate with clients, responsibility, diligence, and punctuality. When hiring, preference will be given to candidates with experience in retail sales of tea, coffee or related products. Remuneration for employees will consist of salary and bonuses based on performance results. Registration will take place in accordance with the Labor Code of the Russian Federation.

Table 3. Staffing table and wage fund

Provided that on the day 13 people will purchase tea, leaving about 900 rubles in the store. each (average check), the store’s monthly revenue will be 360 ​​thousand rubles, and net profit will exceed 90 thousand rubles. If we assume that such an indicator cannot be achieved immediately, but only in the 4th month of operation, when the store has its first regular customers, then the payback period will occur by the middle of the second year of operation. The costs of the current period will include: rent (30 thousand rubles at the rate of 1 thousand rubles per square meter of area), payroll with social contributions (57.2 thousand rubles), purchase of products and their delivery to the store, advertising, accounting, security, expenses for the purchase and production of branded consumables (cans, packaging), etc. The share of profit in the monthly turnover of a tea boutique will be about 26% (see Fig. 2).

Figure 2. Revenue and cost structure of a tea boutique

6.Organizational plan

The tea boutique will be managed by an individual entrepreneur. He will be responsible for all organizational processes, from registration procedures to assortment formation. He will be responsible for cooperation with suppliers and organizing purchases, drawing up work schedules and setting shifts, hiring and firing employees, negotiations with landlords, searching for partners and sales channels. Sales consultants will be subordinate to him. Their responsibilities will include: selling goods, merchandising, keeping records of inventory balances, consulting customers, conducting tastings at the request of the client.

7.Financial plan

Opening a tea boutique will require raising 1,497,200 rubles. The project will be implemented using our own funds. The structure of investment costs is shown in Table. 4. Indicators for financial activities during the main period of work are given in Appendix 1. Conditions adopted in the calculations: planned sales volume - 360 thousand rubles. (400 average checks for 900 rubles), reaching the planned sales volume - 4 months, increasing sales volume in the second year of work to 400-420 thousand rubles, in the third year of work - up to 500-520 thousand rubles, increase Payroll at 20% from the third year of store operation, UTII taxation system with a k2 coefficient of 0.95, project lifespan - 3 years.

Table 4. Investment costs

	Cost item	Amount, rub.
Investments in real estate
	Room renovation + design project
Room equipment
	Equipment purchase
Intangible assets
	Website creation
	Registration and clearance procedures
Working capital
	Working capital
	Starting product content
Total:		1 497 200

8.Evaluation of project effectiveness

The project to create and operate a tea boutique is effective, as confirmed by the main financial indicators in Table. 5.

Table 5. Project performance indicators

9.Risks and guarantees

The success of a project can be influenced by both external factors beyond the control of management and internal ones. Analysis of the main risks and protective measures are presented in Table. 6. In general, the risks of project implementation can be assessed as medium-low. In case of bankruptcy, the consequences will not be critical: ready business it will be possible to sell at a cost exceeding the initial investment.

Table 6. Assessment of project risks and measures to prevent their occurrence or their consequences

	Risk	Probability of occurrence	Severity of consequences	Prevention measures
	Demand instability			Location in a walkable place, the use of marketing tools, programs that increase loyalty, creating demand taking into account the latest trends
	Increase in purchasing prices by suppliers			Purchasing products in larger volumes to obtain discounts, reducing costs, revising product prices, optimizing product offerings
	Rent increase			Concluding a long-term lease agreement with a fixed rate in rubles, using the services of a lawyer when concluding an agreement
	Formation of a negative image of the boutique among the population			Hiring qualified personnel, undergoing training, increased attention to the level of service, compliance with tea storage conditions
	Emergency, fire, cataclysm			Availability of security and fire alarm systems, insurance

10.Applications

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Main financial indicators of the project in a three-year perspective

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Legal aspects, equipment selection, assortment formation, premises requirements, production processes, sales. Full financial calculations.

A coffee and tea retail business is a great way to try your hand at entrepreneurship. A relatively small amount of initial investment, the absence of specific requirements for tea shops from Russian legislation, more or less stable demand throughout calendar year etc. - in a word, just the dream of a novice businessman.

But how to open a tea shop? Where to begin? What profit should you expect in the first month of work and when should you expect full payback? Let's try to figure it out together.

Trading format

The first thing you need to decide on is the format of the future outlet. Both the initial investment volume and the expected profit depend on this. Currently the following options are popular:

• tea online store. The main advantage is reduced costs for rental and additional equipment. To open an online tea and coffee store, you need to develop a website, draw up documentation and find storage space for the products. No hassle with finding retail space and installing shelves and display cases. True, the payback process may be delayed due to the small volume of sales at the initial stage;
• tea showcase or stall. Minimum product range, minimum equipment costs. Often installed in large shopping centers or on busy streets;
• tea shop. It is usually located either on the territory of a shopping center or in a separate building. The area of ​​the outlet is up to 20 m². Medium assortment, usually consisting of both loose tea and packaged tea;
• tea shop with tasting room. Large area, expanded range of products. Often here you can not only buy tea, but also taste it. At proper organization the store may eventually acquire its own cafe.

Which format should a new entrepreneur choose? It all depends on the financial portfolio. Most best option– a medium-sized tea shop. A fairly wide range of products, average costs, good prospects for the future, etc.

How much does it cost? Brief business plan

The calculations presented below are for informational purposes only. Depending on the economic specifics of a particular region of Russia, costs for rent, purchase of products, advertising, etc. can either increase or decrease. The format of the enterprise is a medium-sized tea shop (up to 20 m²).

Rental and renovation of premises

It is profitable to open a tea shop only in busy areas of the city and large shopping centers. The minimum room area is 10–15 m². Rental costs are about 15,000 rubles per month. Repair costs range from 10,000 to 40,000 rubles.

Showcases and equipment

Commercial equipment for a coffee and tea store usually includes:

• scales with tare function;
• cash machine, registered with the tax office;
• currency detector;
• coffee grinder;
• coffee dispensers;
• storage containers (tin or glass);
• weighing scoops;
• packaging (paper bags, boxes, labels, etc.).

It is also necessary to acquire a display case, shelves and racks for displaying goods, etc. The total cost of organizing a tea store is from 70,000 to 200,000 rubles.

Main and related products

To purchase goods you have to find reliable suppliers. These can be either official Russian dealers of various tea manufacturers, specializing in wholesale sales of products, or large foreign companies. It is quite difficult to establish contact with the latter, but all difficulties are compensated by low prices and access to an expanded range.

At the first stage, 30–40 types of tea and 10 types of coffee are enough. You can expand your assortment with the help of related products: dishes, sweets, gift sets. Demand for them from time to time accounts for up to 40% of total sales.

Start-up purchase costs range from 70,000 to 150,000 rubles.

Staff

What else do you need to consider to open a tea and coffee shop? The business plan of the enterprise must include the cost of paying service personnel. To keep your store running smoothly, you will need experienced and friendly salespeople who will rotate each other according to a set schedule. Salary costs are about 40,000 per month.

Advertising

In order for potential customers to know about your store as soon as possible, you need to think in advance about a small advertising campaign before opening. To do this, you will need a bright sign and various promotional materials (leaflets, flyers, business cards, etc.). It’s also a good idea to get groups in in social networks and your own website. The starting advertising budget is 15,000 rubles.

Overall investment assessment

So, to open a tea shop you will need the following investments:

• rental and renovation of premises – 25,000 rubles;
• equipment – ​​70,000 rubles;
• purchase of goods – 70,000 rubles;
• staff salary – 40,000 rubles;
• advertising – 15,000 rubles.

Total – 220,000 rubles. The figure is relevant with a minimum amount of costs.

Profit and payback

Trade in tea and coffee – enough profitable business. The markup on goods can vary from 10 to 150 – 200%. It all depends on the level of demand for a particular position, the presence/absence of competition, etc.

With proper organization of the enterprise, the store will bring you at least 30,000 to 100,000 rubles of net profit every month. Immediately after the opening, however, you should not expect an influx of buyers. Perhaps for the first 2–3 months you will work at a loss.

The average payback period for a tea business is from 3 to 9 months.

Legal nuances

To open a tea and coffee shop, you need to choose a legal form, register a legal entity and collect an impressive package of documents. All this will take you about 2 months, so don’t waste your time searching for suppliers and suitable premises.

Organizational form

For a tea shop it is suitable for both. What to choose in your case is up to you. But please note that individual entrepreneurs are liable for obligations with their personal property, while a limited liability company has a more complex and costly registration process.

If, when organizing a business, you rely only on your own funds, you do not need investment assistance, you are completely confident in your solvency, etc., choose an individual entrepreneur. If you open a store together with partners, count on attracting credit funds and cooperation with large international companies, register an LLC.

How to pay taxes?

The most favorable taxation system for a retail store is. If it works in your region, you can select this mode.

The main advantage of the simplified tax system is a simplified tax audit scheme. The declaration is submitted once a year; quarterly it is necessary to provide only personalized reporting for employees to the Pension Fund.

Permits

No license is required to open a tea and coffee shop. The standard list of documents includes:

• state registration certificate (IP or LLC);
• constituent documents;
• title papers for commercial premises (lease agreement, purchase and sale agreement, etc.);
• conclusion of the SES;
• conclusion of the State Fire Supervision Authority;
• technical passport of the cash register;
• medical records of employees;
• agreement for garbage removal, pest control work, etc.

The list is not final. In some regions of the Russian Federation, it may be reduced or supplemented in accordance with the specifics of local legislation.

Tea franchising

How to open a tea shop from scratch if you have no business experience? You can study the legislation, conduct an economic and marketing assessment of the current market situation, draw up a business plan, start searching for suppliers, etc. Or you can contact a large company that has been selling tea and coffee for a long time and buy a franchise.

What is the advantage of this method of starting a personal business career? Firstly, you don't have to spend money on advertising. The franchisor company will give you the exclusive right to use its brand, advertising materials, and marketing strategy. This is a good help for a newbie entrepreneur.

Secondly, franchisor managers will help you properly organize the trading process and select equipment. They will conduct staff training (if specified in the contract), offer a ready-made business plan, and arrange the supply of goods. In general, they will support you in every possible way, both at the initial stage and in the future. This means you can significantly reduce risks, both financial and organizational.

It is generally accepted that only young and energetic people can create a business and successfully manage it. It's hard to argue with that. The modern rhythm of life and serious competition in almost all areas of activity require a lot of effort and considerable financial expenses from a businessman. But in our country there are quite a lot of people mature age with extensive experience, knowledge and full of strength for new endeavors. They are not at all against learning and developing. They have adult children, to whom they can inherit their business.

 

— How did you come up with the idea of ​​opening your own business and why a tea business?

My main profession is teacher. She worked at a school and taught at a university. She loved her job very much. But my colleagues began to retire one after another, some due to age, some due to length of service. When I heard the amounts of pensions that they were to receive, I felt annoyed and offended for the former teachers. That’s when the first thought appeared: “We need to come up with something. It’s not normal to live on retirement!”

By that time, my husband had also retired. He is a military pensioner, their payments are not so modest. However, the thought of poor old age haunted me. In the end, we mutually came to the conclusion that we needed to open our own business.

Good tea always loved. Selling tea and coffee as a type of business has many advantages, which convinced me to take up this particular craft. We just had to start somewhere, and we are absolute laymen in the field of entrepreneurship.

In an online franchise store I saw an emblem with a cyclist from the Ounce brand and immediately fell in love. This is a large chain of shops selling tea and coffee. I liked everything: the sales style, the business concept, the range of stores, their design, the impeccable quality of the goods offered. And the main thing is that we were guaranteed support, training, consultations, and flexible payment terms for the supplied goods. The conditions for freechases were excellent and we decided to go.

— What are the advantages of a business selling tea and coffee?

The most important advantage is that almost everyone drinks tea and coffee. Of course, some people prefer tea surrogate from a bag, but there are people for whom drinking tea is a pleasure, and they want to be able to buy a quality product.

Looking ahead, I’ll tell you one case. Once, during a difficult crisis period, one of our regular clients said: “It’s hard for all entrepreneurs now. Mainly food stores and pharmacies survive. You are somewhere in between. Therefore, stand your ground!” I often remember her words. She turned out to be absolutely right.

The second important advantage I would call is the flexibility of this business. There is always a choice of scope of activity. You can have a small shop, earn a comfortable living and be quite happy and not too burdened. Or you can develop a network of such shops, small cafes or tea houses, and engage in wholesale sales. It all depends on aspiration and desire.

The third undeniable convenience is that opening a tea shop does not require large expenses. There is no need to buy expensive equipment, rent huge areas, purchase perishable raw materials or collections, for example, clothes that will go out of fashion by the next season.

The fourth advantage of tea and coffee is their fairly long shelf life. You don’t have to worry about the fact that you need to quickly sell the product, otherwise you’ll have to write it off. We buy products in small quantities, so our tea and coffee are always fresh, which is very important.

Storage does not require warehouse space; sections with doors in furniture racks and a small utility room are sufficient.

The fifth point is to emphasize the aesthetics of the tea business. This nice activity, bringing pleasure to both owners, employees, and people who come for shopping. The aroma in the store alone is worth it! It is impossible to remain indifferent to the smells of freshly ground coffee or high-quality fresh tea.

— How did the relationship with the franchisors develop, and how successful was the start of the franchise?

At first everything was fine. We bought a franchise (it cost 5,000 euros) and received the right to use the brand. We rented a room in the resort area, ordered furniture, bought commercial equipment (scales, coffee grinder, cash register, etc.).

We decided to make our establishment not just a simple store. The Tea Room was opened under him. At home, visitors could drink any tea or coffee from the store’s assortment; they were offered sweets, pastries, and marzipan.

Since all the stores of the Ounce brand are decorated in the style of old England, we provided the same interior for the Tea Room. We bought appropriate furniture, decorated the walls with tapestry-like fabrics, and hung lamps in the Old English style. The selection of dishes was also taken very seriously: only thin white porcelain and classic shapes.

In total, taking into account the purchase of a franchise, equipment, furniture, dishes, room decoration, and the cost of the initial purchase of goods, we spent approximately 1.5 million rubles on opening the establishment.

I went to St. Petersburg to the head office of the company, where for a week I was taught the intricacies of the tea business and introduced to the tea and coffee business. The trip was very productive, the communication with the employees was wonderful. The plans for business development were grandiose and the mood was rosy.

A few months after opening, a manager from the Unzia company came to our store. She trained sellers on the spot, gave advice, and helped attract buyers. The help from the company was very necessary and tangible, they guided and supported us.

Things went great. A new beautiful store of an unusual format, amazingly delicious exclusive teas that “Ounce” supplied us with, delicious coffee, beautiful tea accessories, unusual gifts, a cozy Tea Room, friendly and well-trained staff. They wrote about us in magazines and newspapers, and word of mouth worked great. Clients began to appear among local residents, holidaymakers, and guests from neighboring regions.

An overlap occurred difficult situations. The crisis struck, sales decreased. This was a natural occurrence. But on top of this, our rent was raised sharply. We had to reduce the number of employees and reduce the volume of purchases. According to the agreement with Ounce, we did not have the right to buy goods from other suppliers, and in our company, due to the crisis, wholesale prices have increased noticeably.

I had to look for another premises with a lower rent. There were quite a lot of offers, because we were already a well-known establishment with an excellent reputation. Found quickly and moved. It was difficult at first in the new place. Financial problems began.

Apparently, our franchisees also had the same problems. Their economic policy changed dramatically. Payment terms for supplies have shortened, and new requirements have emerged. For example, “Ounce” began to ask for payment of royalties from sales of the Tea Room, although this was our project, agreed upon with the St. Petersburg residents, and such a clause did not exist in the franchising agreement. We paid royalties (3%) only from the sales amounts provided according to the store’s reporting.

This was followed by a requirement to replace cash register equipment and switch to an online sales system. Ounce considered it necessary to establish strict control over the sales of its franchisees. Then we were caught selling “leftist” goods. In the Tea Room we dared to sell candied fruits from the local market, Armenian jam, and Belarusian chocolate without permission. In some incomprehensible way, they saw three teas on our shelves that were not part of the range of branded teas.

It was obvious that the relationship was coming to an end. But this turn of events did not frighten us at all. By that time, we were already fully formed businessmen, well versed in the tea market, and had work experience. There was a difficult period of financial problems behind us. We got out of it without resorting to loans or getting into debt.

When Ounce announced the termination of the commercial concession agreement, we were not at all afraid. It was a little sad, because there are so many good things associated with her. We were given a deadline for the rebranding process and completing the necessary formalities.

But it’s not for nothing that they say: “Trouble does not come alone.”

- What's the problem?

Again with the premises. This time, the owner decided to sell it. There was a move ahead again. It was easy to find a new location for the store. The image worked for us. We've moved. The question arose about a new name for the establishment. I’m so used to the word “ounce”, to our sales style (tea in the store was sold, and is still sold, not in grams, but in ounces). I didn’t want to radically change the appearance of the establishment.

For two months, together with our wonderful designer Oksana, we developed a new trademark and came up with a name. As a result, they decided to call themselves “Golden Ounce,” the trademark was developed and approved, and new business cards and booklets were printed. We settled in a new place. It would seem that everything is behind us, we will continue to work.

- Is it really moving again?

This time another problem arose. Ounce saw our new name as an infringement of their registered trademark. We were accused of using a trademark that was confusingly similar to their brand, they considered lost profits, moral damages, and filed an application against us in the Arbitration Court. The amount of the claim was about 300 thousand rubles.

— And how did the situation develop?

According to the Commercial Concession (Franchising) Agreement concluded with “Ounce”, all disputes were to be resolved in the Arbitration Court of the city of St. Petersburg. But, since by that time the Agreement had already been terminated, the judge from St. Petersburg sent the case for consideration according to the jurisdiction, that is, at the place of residence of the defendant. Oz's appeal against this decision was rejected, and the case was sent to Stavropol.

I went there for court hearings for more than a year. They often took place via video conferencing. Representatives of the law firm hired by Oz to handle the case appeared in court. In the process of lengthy proceedings, it turned out that the commercial concession agreement between me, as an individual entrepreneur, and “Ounce” was not registered with the tax authority and had no legal force.

This became our main trump card. Even despite the newly emerging claims regarding the use of a sales style similar to “Ounce”, we managed, with the help of competent lawyers, to get out of the lawsuit without serious losses.

As a result, we signed a settlement agreement. “Ounce” renounced all material claims against us, and we agreed to change the sign with the name and change the style of the furniture. To date, we have fulfilled all the conditions, and “Ounce”, as a gesture of goodwill, offered further continuation of relations. We exchanged curtsies!

A bad peace is better than a good quarrel. But it is likely that the world will turn from bad to normal and stable. I do not exclude the possibility of continuing cooperation. This is a business, all sorts of situations can arise in it. You need to find the strength to defend your positions and rightness, to admit mistakes. And be sure to act by legal and decent means.

— What is the situation today?

Today, like 7 years ago, I look to the future with hope and militant optimism. I'm happy to go to work. I know I can't wait to meet our wonderful customers. Many of them are close to the first days of the store opening. They experienced our difficulties and rejoiced at our successes. These are devoted admirers and true friends.

For the sake of them and our new clients, we work, improve our assortment, come up with new gifts, prepare the most delicious coffee and brew extraordinary tea.

I really want to open a branch in the resort area of ​​Pyatigorsk. But the emphasis should be placed not on the store, but on the Tea Room. Our signature coffee and tea have a special taste because they are prepared only according to all the rules and with great pleasure.

— Looking at this experience, what would you wish for aspiring businessmen?

I don't want to repeat the obvious, but it's important. I wish everyone health, mental and moral, so as not to turn into a “bio-machine” for making money in any way. Take care of “honor from a young age” so that they always talk about you as a decent person. Reputation plays a huge role in business.

And never lower the bar, stay level and move forward. The image of your business should always be at its best. If your profession brings you joy, you will never burn out. Love and devotion will help you survive in any situation!

If the idea of ​​starting your own business has occurred to you, what type of activity should you choose? Of course, this depends on personal preferences and inclinations. There are many options, but the article will focus on a relatively young business for Russia - your own tea shop.

Pros of the tea business

• Starting capital within reasonable limits.
• Tea is not a perishable product. It's easy to store.
• The product always sells well. Seasonal variations are not significant.
• Designed for mass consumption and any wallet.
• There is the possibility of running a related business.
• The tea business itself is very elegant and aesthetic.

How to start a tea business? It seems that everything is quite simple: I bought goods from wholesalers, sold them at retail, and made money. The essence is really reflected correctly. But to prevent the “buy-sell-earn” chain from turning into “bought-NOT-sold” or “bought-sold-NOT-earned”, you need to organize your business correctly and take into account some nuances.

What you need to have in your assets to start a tea business from scratch

• Money. No business grows out of nowhere. There is no way to do this without financial investments. How much will it take? It depends on the scope of the businessman - one opens a store or a chain of brand stores. In any case, it is unlikely that you will be able to meet the cost of less than 200 thousand rubles. If your accumulated savings are not enough, you can turn to the bank for help. A loan can be taken both for business development and as individual. These types of loans differ fundamentally in terms of registration - package of documents, interest rate, terms, collateral, special purpose and further supervision by the bank. It’s easier, of course, to get a consumer loan. But this is another article.
• Enthusiasm and optimism. No matter how trite it sounds, businessmen are not weak individuals. They must have enough moral strength to be friends with government agencies, tax, suppliers and lessors. By the way, they love clients absolutely sincerely, since they are the main source of income.
• A supply of sedatives. It will come in handy at first. When the business gains momentum and the skin becomes thicker.

How to take the first step

You need to start by registering an LLC or individual entrepreneur. Practice shows that an individual entrepreneur is quite enough to sell tea. You can do the registration yourself or trust the process law firm. It’s cheaper to do it yourself, it’s somehow calmer with lawyers. If you still do the registration personally, then we go through it step by step:

1. Registration center of the Federal Tax Service.
2. Regional statistics body.
3. Print manufacturers (not necessary, but it’s more respectable and calmer).
4. Bank for opening a current account (the account number must be provided to the tax office).
5. Pension Fund.

After everything, the businessman will have a package of individual entrepreneur documents in his hands.

Where to anchor

Now it's time to look for a room. Tea is a small retail item, so it’s suitable trading place or a pavilion with an area of ​​10-30 sq.m. Required condition its location should be a good crowded place. It is better not to buy the premises, but to rent them. Why? Because first you need to develop yourself, and then score goals.

It is advisable to conclude a rental agreement for at least 6 months. Maybe for a year. The final rental price must be specified in the contract without a clause stating that the lessor has the right to change the fee at his discretion.

After completing the package of documents as an individual entrepreneur, you need to buy a cash register and register it in your tax office, indicating where the device will be installed (address of the rented premises).

The premises must be equipped with shelving, display cases, and cabinets for storing products. It is important to place the emphasis correctly here. Everything matters. And the color of the furniture, and the style, and even jars for storing tea and bags for packaging it. From a psychological point of view, tea is an impulse consumption product and is associated with home comfort. Therefore, for decoration it is better to use warm brown, beige and dark yellow tones, vertical or slightly sloping shelving and special tea containers.

You can buy a franchise for the tea business. Then the pavilion will be decorated strictly in a certain style. In short, a franchise is the right to use the brand, logo, trademark and business model of the franchisor. The most understandable example of a franchise is McDonald's. You can find franchisors via the Internet. If the agreement is not registered with the tax office, it will not have legal force. As practice shows, this can be very beneficial for the teahouse owner when litigation with the franchisor.

The equipment needed for tea trading is scales, packaging bags, a coffee grinder, etc. Why a coffee grinder? It is good to dilute the tea assortment with coffee, hot chocolate and similar drinks. This will increase turnover and profits. But you can do it without coffee with a coffee grinder.

Helpers will be needed

A tea selling business will require a lot of attention from the owner. It will be necessary to deal with supplies, keep accounting records, quarrel and put up with regulatory authorities, and organize advertising. When should you trade? It is precisely the trading process itself that is best entrusted to a neat, smiling seller. You can find one by posting a job posting in a local newspaper, online, or through a recruiting agency.

Where to find the product

The most important thing is the product! Suppliers can again be found on the Internet or, for example, in a catalog of wholesale companies. If the business is conducted on the basis of a franchise agreement, then the franchisor is concerned about the supply of goods. The entrepreneur will only need to order the required volumes of products on time.

The assortment can be as wide as the tea shop owner wishes it to be. Markups are made in the amount of approximately 50-100% of the wholesale cost. Here you need to correctly navigate the consumer’s capabilities and competitors’ offers.

Related Features

Many people, in order to attract customers and expand their business, open small cozy tea rooms at the store or put a couple of tables right in the pavilion. For tea, cakes, homemade cookies and other sweets may be offered (for money, otherwise you won’t have enough). A bonus for customers can be a discount card, symbolic gifts for purchases, discount coupons and other chips. Many in the tea department sell dishes for tea drinking, teapots, and sugar. All this will increase sales and profits.

Results

Now the businessman has an individual entrepreneur certificate, premises, equipment and the product itself - high-quality aromatic large-leaf tea. There is information on how to open a tea shop. There is a great desire to succeed and nurture your brainchild. So go ahead and may luck smile on you!

Specialized tea and coffee shops are not in huge, but quite persistent demand. The purchase of these products is often unplanned. Bright packaging, boxes of various shapes, and an alluring aroma often attract casual buyers. 85% of Russians drink tea and coffee every day. In monetary terms, the tea and coffee market has grown by more than 30% in recent years. The advantage of this business - selling tea and coffee - is the constant demand for bulk and high-quality products, their long shelf life and the relatively low cost of entering the market.

Starting a coffee and tea business from scratch

Before opening a tea shop, you need to decide on the form for registering your business. The most optimal form of organization is activity with retail trade is . Tea and coffee are unlicensed goods and are suitable for use as authorized goods.

You don’t need a large room for a shop – 15 square meters will be quite enough. It must be dry, well ventilated and clean. Others SES requirements does not present.

The store should be placed in a place with high traffic - suitable shopping centers, central areas cities. The most optimal work schedule for a store at the opening stage is from 10 to 19. In the future, it can be adjusted taking into account the workload of visitors.

It is necessary to take care of the interior design and signage. Products in a store must be classified according to various parameters.

Product range

The range of tea and coffee shops should be as wide as possible. If there are already similar stores in the city, then it is necessary to offer customers a more diverse selection or unique items.

The types of coffee and tea offered should satisfy the needs of visitors with different income levels. Minimal amount types of loose leaf tea and coffee - 30-40 items. These should be both popular varieties aimed at regular customers, as well as separate offers for casual visitors.

In addition to imported tea, you can offer Russian herbal teas. IN Lately The national tea culture is beginning to revive, and therefore there is a demand for these products.

It is advisable to sell most goods by weight, but gift and tasting packages of tea and coffee can be arranged.

In general, the assortment of a specialized store can be presented as follows:

• green tea;
• White tea;
• Black tea;
• herbal mixtures;
• fruit and herbal mixtures;
• various types of coffee.

As an addition, you can organize the sale of sweets for tea (sweets, nuts, etc.) and tea and coffee accessories (sets, teapots, strainers).

Supplier selection

The choice of supplier primarily depends on the volume of purchase. It is possible to agree with manufacturers on direct deliveries only in cases of large quantities, which can only be sold through a chain of stores.

For one store, it is best to order tea and coffee from importers, whose offices are in many cities of our country. Information about suppliers can be found on the Internet on specialized resources:

• trading platforms for small and medium-sized businesses;
• in directories of organizations, goods and services;
• online trading centers, etc.

Among main suppliers of tea and coffee worth highlighting:

• "Russian Tea Company";
• "Nadine";
• "The Royal Compound";
• "Forsman."

Price policy

The pricing policy of a particular specialized store depends on the following factors:

• markups in competitors' stores;
• the cost of similar products on the Internet;
• average income level of city residents.

Markup on tea and coffee products should be different depending on the variety. For popular and popular types, it should be minimal - at the level of competitors or lower. These varieties will provide an influx of customers and generate income through sales volumes. For unique products that are not available in competitors' stores, you need to set a fairly high markup. This product group will generate maximum income.

Selection of equipment and personnel

At the startup stage, in order to save money, an entrepreneur can independently perform the functions of a seller. However, this is far from the best option. For a small store, two salespeople will be enough to work in shifts.

The most acceptable option is to find sellers with experience in this field so that they can competently advise clients. You can find employees through local newspapers, the Internet, or by contacting a recruiting agency.

Basic requirements for the seller should be the following:

• communication skills;
• knowledge of the specifics of the product range;
• knowledge of basic tea and coffee brewing technologies, consumption history, interesting facts about products;
• responsibility;
• politeness.

Unfortunately, it is not possible to find “ideal” employees with knowledge of tea and coffee products in all cities. Sellers with experience, moreover, will cost much more than beginners. The best option– is to train employees yourself.

Remuneration for salespeople in this field of activity consists of a fixed salary and a percentage of revenue (as motivation for productive work).

You don’t need any special equipment to operate a tea and coffee shop. equipment and furniture. It will be quite enough:

• cash register;
• electronic scales;
• showcases and racks;
• packages for packaging;
• coffee grinders;
• scoops for coffee and tea.

If the shop offers tasting, you will also need a high-quality coffee machine, teapots for brewing tea, cups, chairs and several tables.

Coffee and tea business: is it profitable or not?

The cost of opening a tea and coffee shop is about 0.5-0.7 million rubles, depending on the region. At the time of opening, the main costs will be associated with rental, repairs and purchase of equipment. In the future, the entrepreneur will need to monitor the filling of the assortment and the implementation of advertising campaigns.

Average expenses to open a tea and coffee shop:

• rental of premises – 30 thousand rubles;
• expenses for the purchase of equipment – ​​100 thousand rubles;
• purchase of goods – 200 thousand rubles;
• utility costs - 10 thousand rubles;
• advertising – 30 thousand rubles;
• production and personnel costs – 50 thousand rubles.

The average turnover of a tea and coffee store is 100 thousand rubles, while at the initial stage the net profit will be 30-40 thousand rubles. Typically, such stores pay for themselves within a year. Some varieties have a markup of more than 100%.

Profitability this project is assessed as high. The best time August is considered to be the month to open a coffee and tea shop. A well-designed tea/coffee shop (with a detailed market analysis, competitiveness assessment, marketing strategy, etc.) at the initial stage of planning your activities will make it much easier for you to organize your own, albeit young, but quite promising business.