The first thing you need to do before opening a clothing store is to analyze the market. Assess your closest competitors. Who are they: chain companies or small stores, what kind of assortment do they have, how is the advertising campaign structured, etc.

Second, choose the direction of work. Browse through suppliers' websites and decide what products you will sell: men's, women's or children's clothing. Will your store feature accessories and shoes?

Only after you have an idea of ​​the future outlet, start drawing up a business plan and preparing documents.

What documents are needed to open a clothing store: list

When opening point of sale It is enough to register an individual entrepreneur and choose a simplified taxation system. Next, you need to coordinate the opening of a clothing and footwear store with several authorities. At the same time, each department is guided by its own set of rules:

• Rospotrebnadzor requires compliance with laboratory control program (PLC) regulations. The rules are based on GOSTs and SanPiNs.
• State Fire Supervision checks compliance with the requirements of Federal Law No. 69 - Federal Law “On Fire Safety”.
• Sales Department - “Trade rules for certain types of goods”. Particular attention is paid to the equipment installed in the store.

Clothing is not a product subject to mandatory certification, but the store owner must have declaration of conformity GOST R. This document is issued by state certification bodies.

To obtain a declaration of conformity for Russian-made goods, you must submit a package of documents including:

• Statement
• Regulatory and technical documentation (NTD) for certified products
• State registration certificate OGRN, INN
• Lease agreement or document confirming ownership of the premises
• Quality certificates for materials used

For products manufactured abroad you will need:

• Statement
• Copy of the contract
• Charter of the enterprise
• OGRN, INN
• Detailed description product: composition, properties, appearance, scope of use, etc.)
• Quality certificates of the country of origin

According to the Technical Regulations Customs Union 007/2011, children's clothing refers to goods subject to certification of compliance with the technical regulations of the Customs Union.

Certification is required for the sale of almost all types of children's clothing. We publish a detailed list below:

• Knitted underwear: T-shirts, sweatshirts, pajamas, etc.
• Bed sheets
• Textile summer hats
• Stockings, socks, knee socks
• Blouses, dresses, skirts and suits made of textiles and leather
• Sweaters, jumpers, pullovers, mittens, leggings and warm hosiery
• Warm hats (including fur) for children under 1 year
• Outerwear: coats, jackets, raincoats for children under 1 year

When purchasing goods, be sure to ask the manufacturer or importer for certificates for the above products.

What documents are needed to sell shoes: we issue certificates

If you plan to sell shoes in addition to clothing, keep in mind that some types of shoes require special documents. Thus, rubber and leather shoes (children’s and special ones) are subject to mandatory certification. Special ones include safety shoes for workers who work in factories and other difficult conditions.

Declaration of Conformity will be required for the following types shoes:

• Rubber, excluding children's
• Sports: only rubber and rubber-textile
• Children's felted
• Yufteva, excluding special and children's
• Chrome, in addition to special and children's
• With a textile top, made of felt and felt, excluding special and children's
• With synthetic leather upper: casual shoes, except military ones
• With faux leather upper: casual, excluding army and children's

Opening a clothing store in a small town: specifics and tips

The main feature of starting a business from scratch in a small town is narrow market and high competition among existing stores. Found a room in a shopping center you visit or on the first floor of a residential building? Great! If there are no strong competitors nearby, you have every chance to quickly establish yourself among clients.

In pursuit of a wide range of assortments, do not try to embrace the immensity. It is better to open a small store with a certain type of goods that are in demand. Instead of trying to recoup investments in a retail outlet with a large assortment of unclaimed products.

How to open a children's clothing store step by step

• Step 1. We decide on the direction. This area involves the sale of clothing and shoes for children from 0 to 16 years old. As practice shows, it is better to segment the business. Those. choose a narrow direction: clothes for newborns and babies up to 3 years old, for schoolchildren, teenagers.
• Step 2. We are looking for suppliers. High-quality children's products are offered by both Russian companies and companies from Poland, Turkey, and America. If you choose domestic suppliers, there are several options: wholesale markets, online stores for wholesale products and factories. Each option has its own specifics:
• On markets prices are lower, but often sellers may not have certificates of product conformity. This is very important for children's clothing. Poor quality fabrics can cause allergies and undermine trust in your brand.
• If you order clothes and shoes from foreign suppliers directly, you will have to independently obtain certificates authorizing the sale of goods in Russia. Look for intermediaries: their prices will be higher, but you will save yourself from many difficulties.
• Cooperation with a clothing and footwear factory may turn out to be mutually beneficial. You will find a reliable supplier, your partner is another distribution channel. Look for contacts of such companies on specialized forums in your city and on social networks.
• Step 3. We choose a room. It is best if it is located next to children's institutions - kindergartens, centers, art schools. Premises in a shopping center should also be chosen adjacent to retail outlets that sell baby food, toys, etc.
• Step 4. We buy commercial equipment. In addition to standard display cases and shelving, think about how to make the room convenient for little visitors. For example, equip a small play area, hang screens with cartoon broadcasts.
• Step 5. We are launching an advertising campaign. You definitely need a sign that attracts attention. At the first stage, you can limit yourself to leaflets and advertising on social media. networks - open a group and gradually fill it with photos of products, interiors, satisfied customers.

What to consider when opening a women's clothing store

For small town choose a simple format. Thus, the 10th store of evening dresses in a small town is unlikely to be relevant. Always rely on competitors. Perhaps there is not enough clothing outlet in your area large sizes or there is no department with high-quality home textiles.

Are you interested in selling stylish terry robes? Before ordering a sign, be sure to check whether there are suppliers of such products in your region or an online store with convenient delivery.

For whom would it be relevant to purchase an existing clothing store?

If you are planning to open a retail outlet from scratch and have not previously run a business, consider purchasing an existing clothing store that is already in business.

Without trading experience and lacking entrepreneurial skills, you will find it difficult to run a store. Investments in an existing retail outlet will make it easier to enter the business. You will already have a product in demand, supplier contacts and a customer base. Then everything depends only on you.

Browse Altera Invest catalogs with store sales offers:

• Options for retail outlets in Moscow
• Operating stores in St. Petersburg
• Offers of clothing stores as a business

How to open your own business? How to compose? Where to begin? What should you pay attention to first of all, so as not to make common mistakes? These and many other questions are asked by many aspiring businessmen. We know that opening any business, especially if it is done by an inexperienced person, is associated with many problems, difficulties, and incomprehensible situations. In this article we want to tell you how to open your own shoe store, and also give some tips on how to create shoe store business plan.

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But before you read the article further, you must clearly understand that any business in the trade sector faces very serious competition. Don't expect any profit for the first few months. It’s very good if you can work without losses, but this doesn’t happen often. Alas, these are the realities of modern business, and there is no escape from them. Of course, maybe you are lucky and lucky with the location of the store (in a large shopping center in a very accessible place), or you put in a super new product that is in great demand. Or perhaps you will have a good seller who can even sell sand on the beach. Yes, there are lucky people who start working at a good profit already in the first month. But this is most likely an exception to the rule, and a very big luck. Don't count on luck when you start own business. Most likely, the realities will not be so bright, and the calculations presented in the business plan of a shoe store will not always coincide with what will actually happen. You will have to work very hard to build credibility, a client base, and trust from buyers.

Documents required to open a shoe store

The first thing you should start with is collecting the necessary documents that will allow you to do business and run your own business. Such documents include:

• Document on state registration of the subject entrepreneurial activity. Most often, to open a shoe store, I register an individual entrepreneur. In rare cases, if a chain of stores is planned, you can register a legal entity.
• Registration with the tax service and receipt of relevant taxpayer documents. You also need to decide on the taxation system. Most often it is a single tax. If you have a large turnover, or you are going to open several stores, then you can consider other taxation options that will best suit your business plan.
• Lease agreement, or documents certifying ownership of the premises.
• List of products that will be approved by Rospotrebnadzor.
• The fire department's conclusion that the premises are safe for both workers and visitors. In order to obtain such a conclusion, you need to comply with all fire service standards, install sensors and fire extinguishing systems.
• Conclusion from the SES that the premises meets all norms and standards and does not pose a threat.
• An agreement with a company that removes solid household waste.

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If you are planning to rent a store in a shopping complex, then the list of documents required to conduct business may be wider. This is due to the fact that shopping center owners often require additional evidence and confirmation of the legality of your business. But, as a rule, collecting such papers is not difficult, and it will take no more than an hour.

I would also like to note that some shoes require mandatory certification. That is, you should always have a quality certificate that confirms the best properties, safety, and environmental friendliness of the product offered. These shoe categories include:

• Children's shoes that are made of leather or rubber
• Rubber and textile sports shoes
• Children's felted shoes
• Yuft shoes
• Chrome shoes
• shoes, the upper of which is made of textile materials, felt or felt
• shoes whose uppers are made of synthetic leather (except army leather);
• shoes, the upper of which is made of artificial leather

It is advisable to have documents for any product that will be presented in your store. Although buyers are not often interested in such documents, regulatory and inspection authorities will definitely ask for their availability. If you do not have certificates, you risk receiving a serious fine.

If you plan to purchase goods from foreign partners, then here you should also follow a number of rules and submit Required documents. We also advise you to familiarize yourself with the law on consumer protection, and pay special attention to the light industry.

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When opening a shoe store, conduct market research

Opening any business involves conducting detailed marketing research. If you only rely on your feelings, on the advice of friends, or on a fashionable trend in the development of one or another line of business, then the business may end before it even begins. What works for someone in a neighboring city or even region may be completely unclaimed in your case. We recommend conducting the following research:

• First you need to study the demand for the product you sell. Fortunately, there is always a demand for shoes, and it is unlikely to decrease.
• Analyze competitors. Explore the most popular and large shoe stores in your area. Their assortment, pricing policy, ways to attract and retain customers. You can study the flow of customers, conduct some kind of survey among them, determining what they liked and what they didn’t like about this store.
• Explore the area. Choose the best location for your future store. The store should be located in a crowded place, with a good flow of customers, should be visible from different angles, and attract the attention of passers-by.
• If possible, conduct a large-scale study, surveying several thousand area residents about where and how they shop for new shoes. You should be more interested in what format of stores people prefer - discount stores, with big discounts, but not high quality, stores in the middle price category, or stores with goods whose price is above average.

Next, based on a comprehensive study, you need to make a decision regarding the rationality of starting a business. Will you fit into the existing market model? Will your product be in demand? Can you compete with existing stores? Are there any prospects for the development of your shoe store? If the answers are positive and you see real opportunities, then you can start looking for premises and really start developing your business.

I would like to note that such marketing research is not cheap. But it’s better to spend $2,000 on data collection than to open a shoe store blindly and lose ten times more.

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Choosing premises for a shoe store

So, you have done marketing research, realized that the business has good prospects and the product is in demand. Now you can move on to choosing a premises for your store. Let's look at several options for the location of your store, and highlight the main pros and cons of this choice.

The first thing that comes to mind when you think about a shoe store is shopping mall. Undoubtedly, getting retail space in the center is a great success. The advantages are obvious:

• A large flow of potential customers who come to shop and hope to find something interesting, inexpensive, and fashionable. Many people simply come to go shopping, but often such “walks” end in successful purchases.
• The shopping center provides you with ready-made premises that require a minimum of investment. All communications have been carried out, the entrance group has been decorated. You just need to take care of the interior, making it in your signature style.
• Many expenses are reduced to zero. For example, there is no need to hire security guards, install alarm systems, install surveillance cameras and fire protection systems. The shopping center has already taken care of everything.

But renting in a shopping center also has a number of disadvantages. Firstly, it is not so easy to get a place in a big and famous mall. Of course, if you are not a representative of a global brand or a well-known brand. Even if you somehow manage to negotiate a store rental, will it be profitable? The price is what may put you off. Renting a square meter can cost like a pair of very expensive shoes. And the store is at least 30-40 square meters. Another disadvantage is that you will have to adapt to the rules and regulations of the shopping center, and this may not always be convenient in terms of doing business.

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The second option is to rent a retail space somewhere in the city center, or on “living” and “passable” streets. You can decorate the store in your own style, you will not depend on the shopping center’s opening hours, you will be able to manage your time and all the rented space at your own discretion.

And the third option is rapidly developing and built-up residential areas. It would seem that opening a shoe store in a residential area is a little illogical. But if you see that a dozen multi-storey buildings have already appeared in the area in a year, and the same number are in the process, this means that there will soon be many potential buyers here. You can place a store on the first floors of new buildings.

Necessary equipment and personnel of a shoe store

In terms of equipment selection, the shoe store is not very picky. You won't need very much various items interior, and if everything is designed correctly, in a minimalist style, then the costs will be minimal. The store must have:

• Racks and shelves on which shoes will be displayed. If you want to receive additional income, then near the racks it is worth placing shelves with socks, shoe care products, and other necessary little things.
• Try-on areas should be equipped with rugs and poufs. There must be spoons there so that the buyer can measure carefully new shoes. It is considered good practice to have disposable socks that need to be put on before trying on. This is especially true in the summer, when many people do not wear socks, or wear shoes that do not need them.
• Mirrors should also be in your store. It is advisable to supply them in several different types. The first ones are small, where only part of the leg will be visible. The second ones are large, where the buyer will see himself in full growth.
• Also, do not forget about cash registers that need to be registered with the tax office.

That's the entire minimum set of equipment. Further arrangement of the store depends solely on your vision and design imagination. You can use some unusual lamps, backlights, glare, reflectors to give the store and products a more interesting and unusual look.

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If we talk about personnel, then their choice should be approached with special attention. The success of trade depends on the professionalism of the seller, on how he knows how to present the goods, how he understands the psychology of the buyer, how he can understand what a person wants, and offer him exactly that. If you are opening a serious store, targeting middle- and high-income customers, then take the time to choose a good employee and motivate him with a decent salary. For a small store, up to 30 square meters in size, one sales assistant, who can also be a cashier, is enough. If the store is medium or large in size, has several departments, and is located in a busy place with a large flow of people, then you need to hire three or more salespeople, and a separate cashier. No client should have to wait for a consultant, and everyone should be given due attention. The staff must have a commodity specialist who also performs the functions of a specialist in purchasing goods; an accountant is desirable, but his work can be performed by the entrepreneur himself, as well as communication with the tax office. The positions of security guard and cleaner may be optional.

Advertising and work with customers

Advertising is the engine of trade, and you can’t argue with that. Without thoughtful and competent advertising, you will not be able to win the race against your competitors and attract new customers. Therefore, do not spare money on various methods of advertising your shoe store. But here the question arises: what advertising methods are the most effective?

• Internet advertising. If you have your own website, and you should have one, and you sell not only in the real world, but also through the Internet, then it would be logical to advertise on the Internet. Now it is not a problem to deliver goods throughout the country in the shortest possible time, while significantly expanding your sales geography. But if this seems very troublesome for you, then you can simply promote your store using regional queries like “Buy shoes in Ryazan”, or “shoe store Ryazan”. Select the most popular and most in-demand queries, and bring your site to the TOP of search engine results based on them. This way, you can attract many new, potential buyers via the Internet.
• Advertise in local newspapers and magazines. If you have any fashion magazines in your city, you can try advertising there. But here you need to look at the reach of the audience, its age, and ability to pay.
• Advertising on regional Internet portals. Very often, cities have local news resources or websites that talk about city life. They offer banner advertising on the pages of their portal.

It is important to create an information bomb in the first weeks of opening a store. A similar effect can be achieved by posting leaflets, through ordered banners near the store, billboards, through promotions and other methods of street advertising. Declare yourself loudly, declare yourself effectively.

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Now a few words about working with the buyer. It consists in meeting the person correctly, paying due attention, presenting the product competently, and helping with the choice of a pair of shoes. You also need to use some secrets from sales techniques that will help to attract the buyer more and “help” him make a purchase:

• According to statistics, 95% of shoppers walk through the store from left to right. Therefore, the most interesting, beautiful, and attractive models should be located to the right of the entrance. This is done so that the person walks in a circle, looks at the entire assortment, and does not stop immediately as soon as he enters the store.
• All products should be located no higher than the eye level of a person of average height. The buyer should not lift his head to look at something, much less stretch and stand on his toes to get the pair of shoes he likes.
• Products must be clearly grouped based on season, gender, age, size, etc. There must be a clear pattern, and no chaos.
• It is necessary to organize convenient places for fitting, and calculate them in such a way that even with the maximum flow of clients, there is enough space for everyone.

Where to buy shoes

And the last thing I would like to talk about is suppliers. The best option– purchases directly from manufacturers’ factories. In this case, you will have to sign a supply agreement and take a certain volume each season. On the one hand, this is convenient, because you get shoes at a very good price, and without extra markups from intermediaries. But on the other hand, you oblige yourself with a contract, which is not good.

You can also consider the option of supplying shoes from abroad. If you need something cheaper and of lower quality, then this is China, Turkey, Thailand, India. If you want to sell more expensive ones, then it’s the same China, only a different price category, or shoes from Italy. By the way, don't be surprised about China. The guys there do absolutely everything and of completely different quality. If you pay $10, you will get boots worth that amount of quality. If you pay $100, the quality will be much better.

* The calculations use average data for Russia

1. PROJECT SUMMARY

The goal of this business plan is to open a shoe store for the retail sale of shoes and related products in a city with a population of more than 1 million people. The store's products are based on men's and women's shoes, mainly from domestic manufacturers. The store serves the mid- and lower-price segments.

The target audience of the shoe store is retail buyers, 75% of which are the female population of the city aged 18 to 50 years.

Shoes and clothing are one of the most popular products. Every month the average consumer spends 6.5 thousand rubles on shoes and clothes. The peculiarity of the Russian climate forces us to change shoes depending on the season, so the business of selling shoes will never lose its relevance. The main advantages of opening a shoe store are the demand for the product and high level profit, which is ensured by a trade margin of 100-300%.

To implement the project, retail space is rented in a residential area of ​​the city on a busy street. The total area is 55 sq. m. m., rent – ​​40,000 rubles/month. Advantages of the location: savings on renting retail space, distance from competitors, proximity to bus stops and location in the street retail zone.

The volume of starting investments is 1,460,000 rubles. Investment costs are aimed at the purchase of equipment, the initial purchase of goods, the organization of retail space, advertising promotion of the company and the formation of a working capital fund until the project reaches payback. The bulk of the required investment falls on the purchase of goods - 55%. Own funds will be used to implement the project.

Financial calculations take into account all income and expenses of a shoe store; the planning horizon is 3 years. After this period, business expansion is expected. According to calculations, the initial investment will pay off after 11 months of operation. Reaching the planned sales volume is planned for the 6th month of operation. The net profit will be 210,000 rubles/month. The return on sales in the first year of operation will be 18%.

The financial plan takes into account the optimistic sales forecast that can be expected due to the favorable location of the store and high traffic of potential customers.

2. DESCRIPTION OF THE FOOTWEAR INDUSTRY

Clothing and footwear are among the most in-demand products, second only to food. The peculiarity of the clothing and footwear market is that it is constantly undergoing changes. This is due to the development of the fashion industry, which introduces new trends, thereby creating high demand for goods from this category.

Every year the number of clothing and footwear stores increases, sales are growing, which makes this business segment quite attractive. Even during a crisis, Russians are not always ready to save on this type of goods. Only 30% of respondents admitted that they had reduced spending on clothes and shoes. On average, Russians spend 6.5 thousand rubles a month on clothes and shoes. The average consumer buys one pair every 1-1.5 months and owns at least 4 types of shoes. Peculiarities climatic conditions in Russia they are forced to change shoes depending on the season - i.e. four (at least two) times a year. Thus, the shoe selling business will never lose its relevance.

Figure 1 shows the dynamics of the clothing, footwear and accessories market. The decline in market volumes in 2015 gave way to a slight increase in 2016. The positive trend is expected to continue.

Figure 1. Volume and dynamics of the clothing, footwear and accessories market, trillion. rub. (source: Fashion Consulting Group)

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However, the crisis affected the Russian footwear market. In 2015-2016, the cumulative decline in market volume was 9.6%. In 2016, the volume of Russian shoe retail dropped to the level of 1260.8 billion rubles. in value terms and 270.3 million pairs – in physical terms. During this period, the average level of shoe consumption was comparable to the level of physical wear and tear, namely 2.5 pairs per year per person - which is the minimum indicator for the footwear market. Before the crisis, this figure was 2.8 couples per year. For comparison, in the EU there are 5 pairs per person per year, and in the US there are an average of 7 pairs per person. According to experts, in Russia this figure should be at least five, which is due to the harsh climate and changeable weather. Based on this, the current shoe consumption rate is two times lower than recommended.

The middle price segment turned out to be the most sensitive to the crisis. Due to the rise in exchange rates, products became more expensive by 30-35%, which reduced sales. At the same time, the flow of customers in large shoe chains decreased by 20-30%.

In 2017, the market perked up and felt more confident. According to Fashion Consulting Group forecasts, in 2017 the volume of footwear retail in Russia may increase by 5-10% in rubles due to the accumulated effect of deferred demand.

Thus, the main trends in shoe retail in Russia are:

A shift in demand to a cheaper segment, which is due to an increase in the cost of shoes and a decrease in the income of Russians;

Reorientation of shoe stores to more universal shoe models;

Consolidation of the market, strengthening the positions of large shoe chains and exit of small players from the market;

Strengthening the market for Russian-made products, which is strengthening in the context of the price advantage obtained as a result of the devaluation of the ruble and a shift in demand towards inexpensive, universal shoes;

Active process of import substitution. There is a reduction in footwear imports: if in the pre-crisis period the share of imports in the domestic footwear market was 80%, today it is less than 70%. It is expected that in the next two years the ratio of Russian and imported shoes on the market will be 35% and 65%, respectively;

Today, a portrait of a shoe store customer contains the following characteristics: rationalism, reduction in the frequency of purchases, adherence to the established idea of ​​​​the quality of purchased purchases.

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During a period of declining market share of players, there is an opportunity to gain a foothold in an industry that is gradually recovering. Thus, opening a shoe store can be promising business, especially if the main trends in shoe retail are taken into account. The crisis is good opportunity to start a business when competition is lower.

Retailing footwear is a relevant and versatile business. Table 1 of the business plan shows the key advantages and disadvantages of a shoe store that should be taken into account when planning a shoe trading business.

Table 1. Advantages and disadvantages of opening a shoe store

All these conditions should be taken into account when planning a shoe retail business. Also, before starting a shoe retail business, you should study the niche in detail. When planning, it is necessary to take into account the specifics of running a shoe business:

The greatest demand is for seasonal women's shoes, the share of sales of which is about 60-70% of the total store turnover; about 20% products sold accounts for shoes for children, and the rest - for men's and non-seasonal shoes. Sales of related products (accessories, shoe care products, etc.) do not exceed 5% of sales;

Every season it is necessary to update the shoe collection, take into account changing fashion trends and have a full range of sizes available;

Shoe sales have a pronounced seasonality. Peak sales occur in spring and autumn. This should be taken into account when planning sales and forming the store’s product range;

It is advisable to open stores of highly specialized shoes (sports, designer, etc.) only in cities with a population of more than 1 million people. The exception is children's shoe stores, which have high profitability, regardless of the city's population.

Thus, a shoe store is profitable view business, but in order for it to function and bring stable income, you need to draw up a business plan correctly. It should reflect the following questions: how to open a shoe store from scratch, features of the shoe business, how much it costs to open a shoe store, how to choose the assortment of a shoe store, what risks need to be taken into account when doing business and how much you can earn from selling shoes.

3. DESCRIPTION OF SHOES STORE PRODUCTS

This business plan involves opening a shoe store for the purpose of retailing shoes and related products. The store's products are based on men's and women's shoes, mainly from domestic manufacturers. The store serves the mid- and lower-price segments. This choice is due to a shift in consumer demand towards more budget-friendly shoes. At the same time, consumers place high demands on products in terms of price and quality of footwear. In order to meet demand, the store’s assortment is mainly formed from domestic products, the cost of which is lower than imported ones.

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Product range is a key parameter when planning to open a shoe store. Before forming an assortment, you should conduct a thorough analysis of the market, suppliers and assortment of competing stores. This will allow us to determine consumer demand and select products in such a way as to create a unique offer on the market. A competent approach to choosing an assortment will allow you to avoid excess inventory, reduce the likelihood of illiquid stock, increase turnover, create competitive advantages and attract potential buyers.

The assortment must be formed based on the needs and preferences of the client, and also take into account fashion trends and climate of the region. Also, the store's assortment is determined taking into account the size of the store. The main condition in this case is that the display cases are completely filled, but there is no clutter of goods. Half-empty stands can scare away customers, and cluttered display cases can be very difficult to navigate. Don’t forget about related products (shoe care products, socks, belts, house shoes, etc.) - they can increase sales by 5-7%.

The economic crisis affected not only the level of sales of shoe stores, but also their assortment. Today, shoe stores are striving to optimize their assortment to adapt to new conditions and satisfy customer needs. What should a shoe store's assortment be like during a crisis? Analysts note several factors that could improve shoe sales during a crisis:

Environmental friendliness. Fashion for everything natural and healthy image The footwear segment has not been spared either. Many buyers take care of their body and place high demands on shoes. This category is represented by models with innovative technologies(for example, waterproof covering), sports and orthopedic shoes;

Shoes taking into account anatomical features. Every year the number of people with some non-standard anatomical characteristics is growing, which complicate the selection process comfortable shoes. For such buyers, the main criterion when buying shoes is their comfort, so the assortment should include shoes of non-standard sizes, shoes with anatomical insoles, etc.;

Fashion footwear. Shoes belong to the category of goods that are highly influenced by fashion. Therefore, when forming an assortment, trends should be taken into account. It is necessary to diversify the assortment with bright, fashionable models that can attract the attention of demanding customers. However, the basis of the assortment should be classic models. If part of the assortment is not sold, it will be much easier to sell classic shoes in the future than products that have gone out of fashion.

Thus, the correct assortment policy will allow you to attract buyers and maintain your position in business even during an economic crisis. The most important thing in shoe retailing is to be flexible enough to quickly adapt to changing market trends.

It is planned that the assortment of this store will be represented by a wide range of shoes from different materials(leatherette, genuine leather, textiles, rubber). In this case, the emphasis will be on classic, multifunctional shoes. The purchase of goods will require an average of 700 thousand to 1 million rubles.

The format of customer service in the store is individual.

Thus, the project provides for the opening of a shoe store with the following competitive advantages:

Variability of the assortment. It is planned that the product range will be represented not only by classic, but also fashionable models, which will satisfy the demand of different categories of buyers;

Availability of eco-friendly and anatomical shoes in the range;

Price policy. A large share of the assortment will be made up of budget products, presented in various versions;

Excellent service, polite and competent consultants;

Customer loyalty system. This store will provide a discount system and regularly hold various promotions;

The assortment is predominantly represented by products from domestic manufacturers, which guarantee high quality at affordable prices.

4. SALES AND MARKETING OF A SHOES STORE

The target audience of the shoe store is retail buyers, 75% of which are the female population of the city aged 18 to 50 years. Consumer profile: average income, prefers high-quality, comfortable, functional shoes.

An advertising strategy is formed in accordance with a specific target audience. Shoe store advertising can be divided into two types - passive and active. Passive advertising includes signs, banners, pillars, etc. Active advertising involves distributing leaflets, distributing business cards, advertising on radio and television, as well as on the Internet.

Since competition in the segment is quite high, it is necessary to carefully consider the advertising strategy. The following tools can be used for market promotion:

1) A designed store window that will attract the attention of potential customers. Marketing research results indicate that 70% of customers enter a store because they are attracted by a beautifully designed display window. The cost of window dressing is on average 25,000 rubles. The display window should contain the most interesting models, capable of attracting attention and attracting new customers to the store.

2) Competent design of the sales area. According to statistics, women are the main audience of shoe stores, and their choice is influenced by the aesthetic design of the store. Today, every store should have a pleasant interior that will arouse the interest of customers. It is also necessary to pay attention to the location of the product - each position must be visible and have easy access so that the buyer can carefully examine the product. There are several techniques to consider in shoe merchandising:

Products that may be of most interest to customers are best located to the right of the entrance. As practice shows, the vast majority of buyers (90%) entering a store first look at the display windows on the right. Therefore, it is better to place the most popular models with right side. It should also be taken into account that it is better to place women's shoes on the right, and men's shoes on the left;

The racks should not be very high so that it is convenient for the buyer to choose the product of interest;

Shoes should be placed in groups according to certain characteristics. Shoe merchandising involves structuring the placement of shoes on racks by style, functionality, color, price, brands, size, season, size, accessory (men's, women's, children's). Separately, regardless of the chosen shoe classification, it is customary to highlight a new collection;

The layout of shoes, regardless of the chosen principle, should be changed at least once every two weeks;

Shoes should be well lit, but there should be no direct impact of lighting devices on the shoes, as this entails the effect of heating the shoes, which can lead to damage to the goods.

3) You can start promoting your store even before it opens. This will arouse the interest of potential buyers in advance. Such advertising can be the distribution of leaflets with a discount coupon, advertising on the radio, or on the Internet.

5) Event marketing. It is advisable to time the discount promotion to coincide with the opening day of the store or offer the first visitors a loyalty card. You can spread information about the opening in the media or hand out flyers inviting you to the store.

The approximate plan for promoting a shoe store is presented in Table 2. According to calculations, it is planned to spend 60,000 rubles on promoting the store. The bulk of promotional activities are planned for the first months of the opening of the shoe store.

Event	Description	Costs, rub.
	This involves creating advertising material (flyers/booklets) and distributing it in places where the target audience gathers. Costs include the costs of creating and printing flyers, as well as salaries for promoters. The promotional material contains a 10% discount coupon for your first purchase.
	To attract the attention of potential customers, you need to place a bright sign. Costs include sign creation and installation.
Window decoration	Costs include expenses for the work of the designer and materials for decorating the display case
Merchandising design of the sales area	You can pay for one-time merchandiser services, but in this project it is assumed to hire a specialist who will constantly perform the functions of a merchandiser in the store

An active marketing strategy allows you to speed up the process of payback on the funds invested in opening a store.

It is quite difficult to calculate the income of a shoe store, because... it is necessary to take into account many factors (season, markup on goods, etc.). The markup on goods can range from 100% to 300%. In this project, the income of a shoe store is calculated based on the cost of purchased goods (taking into account the average markup of 200%) and the monthly sales rate of 35% of the assortment. Then the store’s monthly income will be: 800,000*3*0.35= 840,000 (rubles). It is planned to reach the planned sales volume within 5-6 months of work.

It will take an average of 3 to 6 months to promote the store and reach the desired sales volumes - during this time, customers have time to learn and get used to the new outlet. When planning sales volumes, you should take into account some seasonality of sales - the peak of sales occurs in the spring and autumn months, and the decline in sales occurs in the winter and summer.

5. PRODUCTION PLAN FOR A SHOES STORE

The project implementation includes the following stages:

1) Business registration. For reference retail shoes do not require any special permits. To open a shoe store, you will need to collect a package of documents, which includes: a list of products approved by Rospotrebnadzor, a sanitary and epidemiological conclusion from Rospotrebnadzor, a fire inspection permit, regulations to the store. Contracts for the removal of solid waste, disinfestation and deratization of the premises will also be required.

For reference commercial activities An LLC is registered with a simplified taxation system (“income minus expenses” at a rate of 15%). Type of activity according to OKVED-2:

47.72. Retail sale of footwear and leather goods in specialized stores.

When planning to open a shoe store, the question of when to start the business often arises. The main recommendation in this case is not to plan the opening for January, when the demand for shoes is minimal. You should consider opening a shoe store during the fall-spring season change.

2) Selecting a location. As for any establishment engaged in retail trade, the location of a shoe store plays an important role. A favorable location determines 70% of the success of a retail outlet.

The store location assessment takes into account such components as area characteristics, ease of parking, intensity of pedestrian flow, visibility and notability, and proximity to similar businesses.

The most suitable location for a shoe store is considered to be located close to supermarkets, grocery stores, large pharmacies and transport stops.

For a shoe store, either a shopping and entertainment center or a location on a busy street in a residential area or the central part of the city may be suitable. The advantages of locating a store in a shopping center: high traffic, concentration of the target audience. Advantages of locating a store in a residential area: savings on renting retail space, less concentration of competitors.

The store should be located in a crowded place, with a good flow of customers, should be visible from different angles, and attract the attention of passers-by.

To ensure good display of goods, it is necessary to use a premises for a shoe store with an area of ​​at least 40 sq.m. In addition, utility rooms for personnel and a warehouse should be provided. Thus, the total area of ​​the premises for a shoe store must be at least 55 sq.m.

When choosing a retail space, you need to pay attention to the layout - the sales area should be square or rectangular in shape, without unnecessary bends - this will make it more convenient to place display cases and make the most efficient use of the available space.

It is also desirable that the premises do not require major repairs or redevelopment, which will reduce costs and speed up the process of preparing the store for opening.

This business plan provides for renting premises in a residential area on a busy street. The location is advantageous because it covers a wide range of consumers, who are primarily residents of the residential area. Distance from competitors, lower rent, proximity to bus stops and location in a street retail area are the advantages of the selected retail outlet. Rent of retail space with a total area of ​​55 sq.m. on average it costs about 40,000 rubles per month. It is planned that 40 sq.m. will be allocated for the sales area, 9 sq.m. – for a warehouse, and 6 sq.m. – for technical premises.

3) Equipment of the retail space. The retail space should be well lit and have a pleasant interior that would highlight the product. An amount of 50,000 rubles is allocated for the renovation and decoration of the premises.

The main element in the design of a shoe store is retail equipment - shelving, display cases, cash counter, cash machine, as well as poufs and mirrors. When determining the amount of required commercial equipment, it is necessary to rely on the volume of goods. It is not recommended to place them too close to each other so that a potential buyer can easily see each sample. The most popular models should be located in the most prominent places in the display case. Table 3 shows the main costs for equipment, which amount to 245,000 rubles.

Table 3. Equipment costs

	Name	price, rub.	Quantity, pcs.	Total cost, rub.
	Shelving
	Wall display
	Shelves and racks for accessories
	Cash counter
	Cash machine
	Mobile terminal for paying with bank cards
	Security and fire alarm
	Warehouse rack

4) Search for suppliers and purchase of goods. Suppliers should be looked for in person, visiting wholesale centers in the city, or via the Internet. The first method is convenient because during a personal conversation it is easier to agree on partnership terms; the second is that you can save on transportation costs, reach a wide range of potential partners, find more favorable conditions and enter into contracts with suppliers not represented on the local market. It is recommended to use a mixed method of working with suppliers: buy some of the goods immediately, and take some for sale.

It is necessary to establish cooperation with suppliers at the initial stage of opening a store. Shoe factories are expected to be suppliers. At the same time, it is necessary to work with several suppliers to avoid delivery disruptions and failure to meet deadlines.

Having decided on suppliers, you need to purchase goods for the store. It is planned that the formation of the initial assortment will require about 800,000 rubles. Based on the specifics of demand and the conditions of suppliers, it will be necessary to purchase additional goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to avoid oversaturation of product shelves.

5) Recruitment. The main personnel in the store are sales assistants. The success of trading largely depends on them.

Portrait of a sales consultant: a middle-aged woman, smiling and polite, knowledgeable about fashion trends in shoes and knowledgeable about the characteristics of the assortment, able to convey information to the buyer in an understandable manner. Practice shows that it is this type of seller that inspires the greatest confidence among the average buyer. The key criteria when selecting personnel are communication skills, responsibility, politeness, and the ability to work with people. Before starting work, sellers must undergo training, familiarizing themselves with the range of products, their characteristics and sales technology. The sales consultant must know the range of products and fabric textures, as well as the basics of organizing the trading process. A cashier position should also be provided. A shoe store will require four sales assistants and two cashiers. A shift work schedule is provided, with one sales assistant and one cashier working in each shift.

It is also planned to hire a merchandiser for the position of senior manager, who will serve as a specialist in purchasing goods. Support staff (cleaners and accountants) are planned to be outsourced.

6. ORGANIZATIONAL PLAN FOR A SHOES STORE

The preparatory stage lasts about two months, during which it is necessary to go through registration procedures, establish partnerships with suppliers, search for suitable premises, select personnel, purchase equipment and goods, as well as design a retail space.

In this project, the entrepreneur performs the main functions of a manager - goes through all registration procedures, recruits personnel, negotiates with landlords and suppliers, and coordinates the first purchase of goods.

To carry out the trading process, a sales assistant and a cashier work in the store. Since the store is open daily, a 2/2 shift schedule should be established.

The shoe store's opening hours are from 10:00 to 21:00. Based on these conditions, the staffing table is formed.

Thus, the full staff consists of 10 people, and the total wage fund is 250,900 rubles.

Table 4. Staffing table and wage fund

	Job title	Salary, rub.	Number, persons
Administrative
	Supervisor
Trade
	Senior Sales Merchandiser
	Sales consultant (shift schedule)
	Cashier (shift schedule)
Auxiliary
	Cleaning lady (outsourcing)
	Accountant (outsourcing)
	Social Security contributions:
	Total with deductions:

7. FINANCIAL PLAN FOR A SHOES STORE

The financial plan takes into account all income and expenses of the shoe store; the planning horizon is 3 years. At the end of this period, it is planned to expand the business and open a second sales point.

To start a project, it is necessary to calculate the amount of initial investment. To do this, you need to determine the costs of purchasing equipment, the initial purchase of goods, advertising promotion and the formation of working capital, which will cover the losses of the initial periods. The initial investment for opening a shoe store is RUB 1,460,000. The bulk of the required investment is in inventory– their share is 55%; 17% falls on working capital, 17% on the purchase of equipment, and the remaining 11% on advertising, business registration and arrangement of retail space. The project is financed from own capital. The main items of initial investments are reflected in Table 5.

Table 5. Investment costs

		Name		Amount, rub.
Real estate
	Rent for 1 month
	Room renovation
Equipment
		Set of commercial equipment
Intangible assets
		Business registration, obtaining permits
Working capital
		Purchase of goods
		Working capital

Variable costs consist of the costs of purchasing goods and transporting them. To simplify financial calculations, the amount of variable costs is calculated based on a fixed trade margin of 200%.

Fixed expenses of a shoe store consist of rent, utilities, fund wages, advertising expenses and depreciation charges. The amount of depreciation charges is determined linear method, based on the useful life of fixed assets of 5 years. Fixed costs also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the volume of revenue.

Table 6. Fixed costs

Thus, fixed monthly expenses were determined in the amount of 356,200 rubles.

8. EVALUATING THE EFFECTIVENESS OF A SHOES STORE

The payback period for a shoe store with an initial investment of 1,460,000 rubles is 11 months. Net monthly profit when reaching planned sales volumes will be about 210,000 rubles. Reaching the planned sales volume is planned for the 6th month of operation. The annual net profit for the first year of operation will be about 1,520,000 rubles.

The return on sales in the first year of operation will be 18%. The return on investment ratio is 12.4%, and the internal rate of return exceeds the discount rate and is equal to 9.8%. The net present value is positive and amounts to 1,101,000 rubles, which indicates the investment attractiveness of the project.

The financial plan for a shoe store takes into account the optimistic sales forecast that can be expected due to the store's favorable location and high traffic of potential customers.

Integral indicators of project effectiveness and financial plan are presented in Appendix 1.

9. POSSIBLE RISKS OF A SHOES STORE

To assess the risk component of a shoe store, it is necessary to analyze external and internal factors. The specifics of the footwear trading business determine the following operating risks:

Increasing purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increased costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the trade process due to a shortage of goods. It is possible to reduce the likelihood of these threats by choosing suppliers wisely and including in the contract all the necessary conditions that provide for financial liability of the supplier in case of their violation;

Products going out of fashion, their irrelevance. Shoes are a specific product that quickly becomes obsolete. This risk entails a decrease in purchasing value, freezing of positions and, as a result, a decrease in the overall profitability of the business. To minimize this risk, it is necessary to carefully formulate the assortment and monitor various sources information, as well as conduct regular sales to sell the remaining goods;

Seasonal decline in sales. It is possible to mitigate the risk with an effective advertising policy and carrying out various promotions to additionally attract the audience, discounts, and special offers;

Refusal to provide rental of retail premises or increase in rental costs. Loss of space threatens losses: firstly, these are the costs of moving equipment; secondly, the move will take a certain time, during which the store will not function and, therefore, will not make a profit; thirdly, the loss of a place familiar to customers and additional advertising costs to promote a new place. All these consequences can lead to significant losses. To reduce this risk, you must enter into a long-term lease and choose your landlord carefully. In the future, it is worth considering the possibility of purchasing your own retail space;

Insufficient level of demand. This risk is one of the most likely and can arise both due to low solvency of demand and high distribution costs. It is possible to reduce the risk with careful planning of the store’s activities and financial results, competent formation of the assortment and selection of retail premises, holding various promotions and discounts, stimulating repeat purchases, flexible pricing;

Competitors' reaction. Since the footwear market is quite saturated and highly competitive (particularly from large retailers), the behavior of competitors can have a strong influence. To minimize it, it is necessary to create your own client base, constantly monitor the market, have a customer loyalty program, create competitive advantages and creating unique selling propositions;

A shoe store is a very profitable business, because people buy shoes all year round, be it fur-lined boots for the winter or light sandals for summer holiday. However, a beginner in this business may face obstacles that he is not even aware of. So how to open a shoe store and succeed in this business?

Studying the market

When you firmly decide to yourself that you want to open a shoe store, the second step for you will be to determine the format of your store: its size, target audience, trade format, type (sports, winter, men's, women's), class (elite, for the middle class or low) and so on. Regardless of which format you choose, you must evaluate the conditions for running a shoe business in your city, and this is exactly what market research is done for.

• First, study in detail all the shoe stores in your city, namely their location, product range, price category and number of customers.
• Highlight your strongest competitors.
• From the information obtained, determine the most profitable areas in your city and note where your competitors are located nearby.
• It is especially recommended to conduct a short survey of residents of profitable areas: where they prefer to buy shoes, how often and approximately at what price.
• Select the market segment in which you are going to operate: whether your store will be for low-income (constant sales), medium or high-income (premium store) customers. Evaluate the information you have collected for the selected segment.

Now that you have an idea of ​​the demand and competition in the footwear market, you can roughly estimate whether your business will generate income in such conditions. If your answer is “yes,” then you should determine the strategy and direction of business development. And to do this, you need to ask yourself how your shoe store will differ from other stores, that is, how you can attract customers.

Choosing a place

When choosing a location for your store, base it on the results of your market research. The best option is to rent premises in a shopping center. The advantages of such a rental: a constant flow of visitors and reduced costs for repairs and security. Disadvantages: high fees and difficulty in obtaining the lease itself, since usually shopping centers choose well-known brands as tenants, and negotiate a lease in the shopping center as early as possible, even at the stage of construction of the center.

If it is not possible to rent premises in a shopping center, then it is important to ensure that the premises you choose comply with all necessary sanitary standards and fire safety rules.

Also, you should not make the sales area small (less than 50 sq. m.), otherwise this will create inconvenience for customers when trying on shoes. The room should also have a small space for storage, where boxes of shoes will be hidden.

We resolve legal issues

To open any business, you first need to register with the tax service as a subject of taxation, whether it be yours or. If you don't plan to work with legal entities and in the future to open a chain of stores, then registering an individual entrepreneur will be quite enough.

If you want to open a small enterprise (up to 100 employees), then you are subject to (STS) - 6% of income, or 15% of income minus expenses. Some experts, however, recommend (UTII). For retail trade, UTII is calculated depending on the area of ​​the sales floor and the number of days of business activity in a month as a taxpayer. Both taxation systems are accepted on a voluntary basis, and you have the right to choose the most convenient one for your company or combine both.

From the documents, you will also need expert opinions from the SES and fire supervision to be able to conduct trade in a certain premises.

In addition, to trade some types of shoes, additional documents are required. Thus, certification is required for rubber and leather shoes (children's and special ones). For some other types, such as rubber (not counting children's), sports rubber, shoes with artificial leather uppers, and so on, declarations of conformity are required.

We purchase equipment

The most important equipment in your store will be the cash register, which should be sealed and registered with the tax office. In addition to the cash register, you will need the following:

• racks and podiums for shoes;
• mirrors;
• poufs, rugs, spoons for trying on;
• display cases for other products (creams, brushes, accessories, etc.);
• counter for cash register;
• signboard.

We purchase products

Your product range will mainly depend on the results of your market research. As a rule, children's shoes are in greatest demand, followed by women's shoes. People buy men's shoes less often. In addition, your store may sell products such as bags, suitcases, shoe polishes and brushes, hosiery, and so on.

You can purchase products directly from shoe manufacturers. To do this, you need to establish an agreement with them business relationship. You can also buy shoes on the wholesale market and sell them in your store at retail prices, but this scheme will be less profitable.

We are recruiting employees

A medium-sized self-service store with a sales area of ​​about 50 square meters. m. the following personnel will be required:

Accounting can be maintained by both the administrator and the business owner himself; or you can use the services of a third party company.

We calculate costs and payback

Before opening a shoe store, you should calculate the initial costs and return on investment. Below are approximate calculations for a small store.

So, let's assume that you rent a separate premises with a sales area of ​​50 square meters. m., located not in a shopping center, but in a place with a constant flow of clients. The price segment is medium, the tax system is UTII.

The average revenue of a small shoe store can be about 1.5 million rubles. To calculate the cost, let’s take the average market markup for shoes of 90%. Hence the cost will be 1,052,000 rubles.

Based on the calculation that capital expenditures will amount to 4,200,000 rubles, and the net profit will be 235,000 rubles, the store will fully pay for itself in about 18 months.

As you may have noticed, the numbers have been averaged and rounded to give you a rough idea of ​​the costs and profitability of a shoe store. Thus, using this information, you can create a shoe store business plan that will help you in the step-by-step implementation of your idea.

Here we will look at an article about how to open a shoe store, what is needed to open it, how to start selling shoes - children's, women's, men's, we will consider ready-made example business plan. But before you begin to study the information presented here, you need to understand some very important points in the shoe trade, namely:

• The hottest times for shoe sales are spring and autumn.
• The most popular product is children's shoes.
• The least popular is men's.

If you decide to sell (in addition or mainly) only children's and teenage shoes in the store, then your busiest time will be the pre-school period, i.e. before the start of September 1st.

Why is it necessary to sell children's shoes?

1. Parents will deny themselves the pleasure, but they will buy it for their child.
2. We buy shoes for ourselves for 1-2 years, and for the child as his feet grow. Children enter the winter season with size 36, and end it with size 38, so sometimes during the winter it happens that they take 2 pairs, and plus, don’t forget about shoes for slides - felt boots.
3. What you bought in a shoe store in the spring is no longer enough in the fall, which means shopping again.
4. Children's shoes, unlike adult ones, are not sent for repairs, but simply bought new ones.
5. Count how many pairs of shoes your child has and how many you have (street: boots - spring, boots - winter, boots, low shoes or shoes, sandals, sandals, sneakers, slates; for home and kindergarten/school: slippers, change of shoes, shoes for holiday, sneakers/sneakers, Czech shoes). And this is the minimum set.
6. Children's, unlike adult's, never goes out of fashion, i.e. she doesn't have trends for every season. That's why you don't need to have sales.

Example of a business plan

So, let’s look at a ready-made example of a shoe store business plan for those who don’t know how to open their own store.

Overview section

The goal of this project is to open a shoe store intended for a wide range of consumers.

Form of doing business - individual entrepreneur. This is due to the fact that consumers of the goods are private individuals, the tax rate is also reduced and accounting is simplified. When conducting market monitoring, we took into account a large number of shoe stores in this category and assess the degree of success of the project as average, but making the right choice niche degree can be assessed as high.

Description of the enterprise

The store specializes in selling men's and women's shoes from foreign and domestic manufacturers of different price categories. The shoe store's operating hours are from 10.00 to 20.00, seven days a week.

Description of services

The business plan provides for the implementation of trade and purchasing activities, the opening of a store selling shoes that provides the following services:

• Sale of men's shoes;
• Sale of women's shoes;
• Sale of children's shoes;
• Sale of accessories;
• You can also additionally sell socks and stockings.

Market analysis

In this section, you should give a detailed description of the shoe business in your region, select a profitable location for a shoe store, taking into account the lowest level of competition, describe the mistakes of competitors in order to eliminate them in your business.

Production plan

A business plan for a shoe store should contain the following information: location, choice of premises, type of store, i.e. Now we will consider the question of what is needed for it. Options:

• Shoe store in a shopping center;
• Shoe pavilion at the market;
• The store is in a separate building.

The choice of option depends on many factors, including your financial capabilities, personal wishes, the specifics of the shoe market in your region, and the target audience. Each of the presented options has its pros and cons; first of all, you should focus on the financial capabilities of your target audience. To ensure good display of goods, it is necessary to use a premises for a shoe store with an area of ​​at least 50 m2. In addition, utility rooms for staff and a warehouse are needed. Necessary equipment: cash register, mirrors, chairs, sales racks, counters.

As recent trends show, buyers prefer to buy more expensive and high-quality shoes and shop in comfortable conditions.

Also, when choosing an assortment for a shoe store, you need to focus on the preferences of the residents of your city and the climate.

When looking for a shoe supplier, you can limit yourself to one supplier, a franchise, or open a multi-brand store (which will expand your options).

Store personnel should be selected very carefully. For a small shoe store, four sales assistants and a manager are usually enough. People with good appearance should be hired as salespeople. It is also advisable to spend time training them, because a good salesman is the key to your successful sales. Salespeople must be able to operate cash registers and know the basics of product display. If the budget is not large enough, then you can work as a manager for the first time. Another important factor successful business is advertising and marketing, special attention should be paid to this. About a month before the opening of the shoe store, you should place advertisements in local newspapers and magazines in places large cluster people, order several banners, if possible, then you can order advertising on regional TV. Ad text should be informative and attractive. The day when a shoe store is opened should not go unnoticed; you need to organize a bright reception of guests, distribute discount cards, and you can also hold drawings for coupons and discounts. Stores that constantly support customer interest with various discounts and promotions have a steady flow of both old and new customers. It is important to pay attention to the quality of the product and fashion trends. Seasonal sales and constant updating of the assortment will ensure high productivity of the store.

Financial plan

This section of the business plan for the shoe trade will provide the financial component of the project.

• Purchase of shoes – 2,000,000 rubles. in year;
• Rent of premises – 1,500,000 rubles. in year;
• Advertising – 100,000;
• Store staff salary is 960,000.

Total: 4,560,000 required starting capital.

• 4,000,000 rub. in year.

The payback can be completely different, because... markup on shoes usually ranges from 100% to 300%. It can also be less - about 50%. It all depends on seasonality, the pricing policy of your competitors, fashion, etc. factors. Also, the payback period fluctuates due to various factors, including an increase in purchase prices and an increase in rent. However, this type of business is considered very profitable, and this despite the emergence of large chain shoe stores. For a shoe selling business to be successful, you must have information about suppliers, shoe brands and know the latest fashion trends. Don't forget that any wholesale purchases can now be made online.