Shoes are essential goods - shoe stores are not left without customers all year round. But if you are planning to get into this business, keep in mind that you will have to fight for your “place in the sun” with numerous networks. How to open a shoe store and not die in the competition?
The “global” shoe sales market has long been studied for you by marketers. The most passive shoe buyers are men. As a rule, they limit themselves to 1-2 pairs of seasonal shoes and prefer to change them as rarely as possible. Women want a lot of different shoes: for all seasons and for all occasions. Children's feet grow faster than shoes can wear out, so parents are forced to buy another pair, regardless of their desire and financial situation.
However, general statistics will not tell you how popular your store will be without your own on-the-spot analysis of the competitive environment. You will have to carefully study consumer demand among the population of your city or area where you plan to open.
What information do you need to draw conclusions about the feasibility of opening a shoe store:
You may find that there is not a single store selling children's shoes nearby; there is a clear shortage of goods affordable prices or you constantly hear complaints from friends that they have nowhere to buy high-quality boots, because there are only “cheap” ones around. This will help you decide on the direction of work and segment:
Before you search suitable premises, determine the location where you will open the store. The best option- renting space in a popular shopping center. Here you may encounter some difficulties:
Renting in a shopping center is expensive, but high price rent can be compensated by the absence of other costs (repairs, security) and a constant active customer flow. In any case, you should not discard this option - try to find “exits” to the management of the shopping complex.
If you are looking for a separate premises, choose a place away from shopping centers (near them your store may “get lost”) and closer to supermarkets and small clothing stores. How much space is needed for a shoe store? 30–50 “squares” for traditional trade and at least 80–100 sq.m. for a self-service hall including utility rooms. The premises rented for a store must comply with sanitary and fire safety standards.
Now let's look at how to open a shoe store in compliance with all formalities.
To set up a retail space you will need:
As soon as you come up with the idea “I want to open a shoe store,” you should immediately start looking for suppliers of goods. Buying from wholesalers is an easy solution, but then you will have to sacrifice some of your profits. Try to get contacts with manufacturers and establish relationships with them without intermediaries.
When choosing products, pay attention not only to prices and quality, but also to shoe models. Make sure you have current collections, but don't forget about those who prefer classic, basic shoes that are “out of fashion.” Focus more on the “hot” product; however, the issue of filling the racks is largely determined by the concept of your business.
Learn the rules for displaying goods: keep models from fashion collections in sight, place out-of-date and sale items out of sight. It is recommended to display shoes on the shelves by price: on top - the more expensive pairs, below - the cheapest pairs.
If you don't plan to handle all of the store's business yourself, hire employees. To work in a small shoe “supermarket” take:
If the store is located outside shopping center, you will need a cleaner and a security guard. You can handle the accounting yourself, but you can entrust it to an administrator or a “coming” accountant.
Calculating a business plan for a shoe store will allow you to assess your ability to finance the project. Let's consider the initial costs of opening using the example of a retail outlet with an area of 50 sq.m., located on a busy street: repairs and equipment of the store - 1.2 million rubles, purchase of products for 3-4 months of work - 3 million rubles, total capital investments - 4.2 million rubles.
Monthly maintenance of the store will require about 0.5 million rubles. This includes wage And insurance premiums for employees (approximately 200 thousand rubles), rent of premises (100 thousand rubles), advertising and other expenses.
The average revenue of such a store can be 1.5 million rubles. Based on a markup on goods of 90% of the purchase price, the business will reach payback in 1.5 years.
Selling shoes is considered profitable business, however, this cannot be done without significant investments. If you do not have initial capital, you will have to attract investors, get a loan from a bank - your idea should interest them, and the business plan should leave no doubt about the prospects of the business.
Another pitfall of the shoe business is the constant updating of the assortment. For each season, store shelves must be completely cleared for new collections, while old models must be sold at stock prices. Next year it will be more difficult to implement them; they will already become “morally obsolete.”
The issue with shortages working capital to build up a commodity stock is solved by new borrowings, but the risk of “burning out” in this case increases many times over. It’s better to do it on your own: minimize costs at the opening stage, reduce monthly expenses and invest all your profits into the business at first.
One of the most popular is opening your own store. For example, how to open a shoe store from scratch? Not everyone knows where to start their own business, what authorities to contact and what funds will be needed for this.
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When a person is looking for something specific, most often he just goes to the Internet and looks for this thing there. Therefore, a site on the first page of a search engine is the most effective advertising even for. It is very difficult to rank first in a search engine; it can take several years and a lot of money.
For such cases, we have our own site promotion program. These are Yandex.Direct and Google Adwords. They are available online on the Internet. Only those who have their own officially opened business can register in these programs. A special “company” is being created to promote the site. From the very first day of using these programs, your site will be in first place for your search queries. It is worth noting that the use of these programs is not free and requires constant monitoring on your part.
It is best to create an online store so that a site visitor can immediately navigate the store’s assortment. It will also be convenient for the client to place orders via the Internet with pickup or courier delivery.
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It is quite expensive, which a beginner businessman cannot afford. When opening, you can’t count on such advertising for the first 3-4 years. For opening a store (where you will already invest a lot of money), this type of advertising is simply inappropriate.
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Quite a worthy way to attract your first customers. You just have to point out that big discounts will be provided on the opening day of the store. Advertisements are submitted in advance, about a week before the publication of the magazine. A regular line ad may not be noticed, so it’s worth making a beautiful, attention-grabbing picture.
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Cheap and cheerful. Place a promoter in front of the store. Pay him for the number of booklets distributed. And most importantly, if the promoter brings you to the store real buyer, he will receive extra money. That's pretty good motivation for the person you hired. Maybe this person wanted to pass by, but then came in and bought goods for 10,000. And this happens.
Now you know the basic prices, you know how much the product, rental (purchase) of premises and advertising cost. Next you need to sit down and calculate a few things.
Before drawing up a business plan for selling shoes, you need to decide which manufacturer’s products and in what price segment to deal with. It is better to start trading with inexpensive universal models with a large coverage target audience. Over time, you can diversify the model range according to modern trends. Taking into account the growth of shoe sales via the Internet, creating your own website will be a big advantage.
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The relevance of this business idea lies in the fact that shoes are one of the essential items. According to research, in Russia, the monthly expenses of one family (of 3 people) on shoes average 3,000 rubles.
The change of seasons forces consumers to regularly exchange winter boots for spring sneakers and summer shoes. As for children, their feet grow very quickly, forcing parents to make purchases every season.
The shoe market can be characterized as follows:
The largest shoe manufacturers are the following:
When opening a store, it is more profitable to focus on the following consumers:
The following competitive advantages when organizing your own business include:
The following advertising methods should be used for Internet marketing:
A shoe store can be presented exclusively online or as an offline project. Stores differ in what they fill - it can focus on one type of product or several.
Basically the range looks like this:
The following modern models are distinguished:
Based on the material used, shoes are divided into:
Step-by-step instructions for opening an online store look like this:
The main costs that an online business owner will face include:
The business can be registered as an individual entrepreneur or LLC.
Review of ways to promote an online shoe store. Taken from the gkhtopograph channel.
This type of store organization is more expensive. You will need to invest your own funds or resort to outside help. The main thing is to prepare a high-quality business plan for selling shoes with financial calculations. This will help attract investors. You can enter into an agreement with the franchisor, which is important for large cities.
After drawing up an estimate and approving a business plan, opening a store from scratch includes the following steps:
Studying the reviews of successful entrepreneurs in this field, we can draw the following conclusions:
The implementation of a business idea includes the following organizational aspects:
The choice of premises should be influenced by the size of the starting capital:
The main thing is cross-country ability and convenient access.
It is better to locate a shoe store near:
The area of the sales area should be 30-40 m2. Renting such a room will cost from 15,000 to 25,000 (in the city center).
The design of the premises must correspond to the products offered. For a shoe store it is enough to do redecorating(about 15,000).
Equipment you will need to open a store:
Shoe racks Ottoman for visitors Try-on mat Mirror for trying on shoes
You can install an additional stand to sell related products:
The approximate cost of a complete set of new equipment will be 170,000 rubles.
The number of personnel, requirements for the candidate and his responsibilities are given in the table:
Thus, the salary fund per month will be 130,000 rubles.
Calculations were made for a shoe store located near the center of Moscow and include:
The cost of opening a shoe store is presented in the table:
Thus, the starting investment will be 655,000 rubles.
The list of regular costs is presented in the table:
On average, 15 pairs of shoes are sold per day at a cost of 500 rubles. The markup can be up to 300% (let's say it is 100%). Thus, the monthly income is 450,000 rubles. Net profit - 60,000 rubles.
The calendar business plan for selling shoes looks like this:
| Stage | 1 month | 2 months | 3 months | 4 months | 5 months | 6 months | 7 months |
| Market analysis | + | ||||||
| Preparation of a business plan | + | + | |||||
| Preparation of a package of documents | + | ||||||
| Search and rent premises | + | + | |||||
| Redecorating | + | ||||||
| Equipment | + | + | |||||
| Purchase | + | ||||||
| Recruitment | + | + | |||||
| Opening | + |
Thus, it will take 7 months to organize a business.
Among the risks are the following:
The business will pay off in about 10-11 months.
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.
When opening a retail outlet, 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:
Clothing is not a product subject to mandatory certification, but the store owner must have declaration of conformity GOST R. This document is issued government bodies certification.
To obtain a declaration of conformity for Russian-made goods, you must submit a package of documents including:
For products manufactured abroad you will need:
According to the Technical Regulations of the Customs Union 007/2011, children's clothing is one of the 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:
When purchasing goods, be sure to ask the manufacturer or importer for certificates for the above products.
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:
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.
For small town choose a simple format. So, 10th store evening dresses in a small city it 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.
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:
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:
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.
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.
Purpose of this project is the opening of 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.
The store specializes in selling men's and women's shoes foreign and domestic producers different price categories. The shoe store's operating hours are from 10.00 to 20.00, seven days a week.
The business plan provides for the implementation of trade and purchasing activities, the opening of a store selling shoes that provides the following services:
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.
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:
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 we need utility rooms for staff and warehouse. 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, this should be paid attention to Special attention. 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.
This section of the business plan for the shoe trade will provide the financial component of the project.
Total: 4,560,000 required starting capital.
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 the seasonality pricing policy 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.
