Today, almost everyone has a mobile phone. If earlier this device was used simply for communication, now it emphasizes the status of its owner, including with the help of various accessories. , which will emphasize the beauty of your gadget and keep it from external influences, can be purchased at many online stores. It is worth considering what accessories for mobile phones are and how they differ from each other.

Most common

The following:

• Memory card. With this accessory, you can increase the storage capacity of your mobile device several times over. A memory card will help you store more information, movies, TV shows, music and various applications in your gadget.
• Selfie stick. On this moment many people like to take pictures with their own mobile phone, because modern built-in cameras take great pictures. With a selfie stick, you can take a memorable group photo almost anywhere.
• Wireless headset. An indispensable accessory for those who often drive or play sports. With this device, you can telephone conversations without holding the gadget itself.
• Bluetooth speaker. An important accessory if you are going to nature. With this small device, you can listen to songs through your phone at high volume, that is, your gadget will turn into a real music center.
• Protective case. It will help to keep the look of your gadget in its original form, to avoid scuffs and scratches. The case can be made from various materials such as leather, plastic, silicone and fabric. Do not forget that the most important thing is the correct size of the case.
• Car Holder. Thanks to this device, your mobile phone will always be in sight. If you often use the navigator in your gadget, then the car holder is an indispensable assistant on your trips.
• External battery. It is no secret that modern mobile phones, due to their increased power consumption, do not hold a charge for very long. An accessory such as an external battery will come to the rescue, its charge will last for a long time. It is an indispensable assistant for all travelers.
• Protective glass. It will help protect the screen of the gadget in case of an unexpected fall or strong impact. It is also worth noting that after removing the protective glass, the screen of your gadget will be as good as new, without a single scratch.
• Lens. Another indispensable accessory for lovers of making beautiful pictures. A special device is put on the camera, with which you can take pictures with unusual and interesting effects.
• Bumper. Worn on the back of the mobile phone case, helps to minimize the risk of chips and scratches.
• Headphones. If you are a music lover or just like listening to music while walking around the city, then you need this accessory. With the right headphones, musical compositions will sound even brighter and more interesting.

This list describes the most common and popular types of mobile phone accessories. Of course, there are many more of them, but they are less common.

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Sales business plan mobile accessories on the "island"

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to create a micro-enterprise in Krasnodar. The scope of activity is the sale of accessories for mobile phones on the "island" in a large shopping center. The project initiator is assumed to be self-employed.

The demand for the project's goods is due to the general situation in the mobile retail market: a decrease in the solvency of the population, which led to a decrease in demand for new mobile phones and smartphones. This, in turn, contributes to an increase in demand for repair services. mobile devices, as well as accessories that can be used to personalize the device or protect it from physical wear and tear.

Investment costs are aimed at paying a rental deposit for three months, manufacturing a trade stand, purchasing goods, as well as forming a fund working capital until the project is paid off.

Table 1. Key performance indicators of the project

2. COMPANY AND INDUSTRY DESCRIPTION

One of the most striking indicators of consumer sentiment in Russia today is the market for mobile devices - smartphones and tablets. In a stable economic situation, many Russians preferred to change their smartphone on average once every one and a half to two years. In the last two years, the situation has changed dramatically.

Focusing on the indicators of the Opora RSBI Index compiled by Opora Rossii jointly with Promsvyazbank, business sentiment in Russia stopped falling and showed a slight upward trend.

Figure 1. RSBI indicators, 2014-2016

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However, mobile retail (b2c-market of mobile devices) indicates a more serious drop in consumer sentiment. For example, in 2015 the main market trends were:

a decrease in the share of the premium segment in total sales against the backdrop of growing popularity of new (largely Chinese) brands; at the same time, consumers preferred to maintain the performance of devices, but not overpay for the brand; the share of traditional smartphone manufacturers fell to less than 50% of total sales

growth in the average retail price of devices - according to experts, it increased by 9% compared to 2014; at the same time, growth was significantly lower than in other segments of the home appliances and electronics market

growth in the functionality of smartphones – the share of devices supporting LTE, NFC, two SIM cards, etc. has increased.

replacement by smartphones of conventional mobile phones, which as of 2005 accounted for 33% of total sales

It was in 2015 that the mobile device market in Russia showed negative dynamics for the first time since 2009: compared to 2014, sales decreased by 3% in real terms. Sales of smartphones increased due to a decrease in sales of conventional mobile phones - smartphones, according to the TrendForce analytical agency, sold 22% more than in 2014 (in monetary terms).

At the beginning of 2016, several major players of the mobile retail market reported a serious drop in sales in physical terms – by 8.4% in 2015 compared to 2014. Revenue, however, continued to grow due to the growth in the cost of devices. The average cost rose from 8.9 thousand rubles per device in 2014 to 10.1 thousand rubles. in 2015. The share of smartphones with LTE support accounted for about 57% of sales in real terms.

At the beginning of September, 2016 the analytical company IDC published preliminary results Russian market mobile devices for the first half of 2016. Experts note the stabilization of indicators and a return to pre-crisis levels. However, according to IDC forecasts, in dollar terms, the market will not regain its former positions. In the medium term, the market will remain highly competitive and price sensitive.

The main market trends in 2016 include:

continued growth of interest in the functionality of devices (performance, LTE support, photo and video quality, etc.)

consumers have become less likely to change mobile phones (the share of devices purchased more than 12 months ago has increased significantly)

growth in sales of mono-brand chains, decline in sales of multi-brand chains; the retail of operators is also growing mobile networks(in the first half of 2015, 21% of buyers purchased mobile devices from operators, in 2016 – 24%)

growth in sales of devices under own brands mobile operators; as a rule, these are budget devices made in China

Figure 2. How long ago did you buy the mobile phone/smartphone you use today (according to AC&M)

Figure 3. Structure of sales of mobile devices (according to AC&M)

Summing up, we can say that in the next few years the market is most likely to be in a state of stagnation. The share of multi-brand retail will continue to decline, but it will not completely disappear. The importance of own distribution channels of mobile operators will grow.

These data show a decrease in demand for new mobile electronics, which leads to an increase in demand for spare parts and accessories. Thanks to accessories, you can “revive” the look of even a significantly shabby smartphone, as well as extend its life.

The enterprise is organized "from scratch", registered in the relevant state structures. Placement of a retail outlet - an "island" in the largest shopping center in Krasnodar. The island refers to a retail outlet with an area of ​​2.5 m 2 in the gallery shopping center. The project initiator is assumed to be self-employed.

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Krasnodar is a city in the South of Russia, the administrative center Krasnodar Territory, one of largest cities Southern Federal District. A major economic, commercial, industrial and cultural center. The population of the city is 853 thousand people.

The largest shopping center of the city was chosen for placement, total area center - 180 400 m 2, trade area- 142,000 m 2; parking for 3,500 cars. On the territory of the shopping center there are: the largest food hypermarket in the Southern Federal District, a hypermarket building materials, furniture store, goods for sports and recreation, Appliances and electronics, clothing and footwear for children and adults, bowling.

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The outlet is located in a place with the highest traffic, in one of the central galleries of the shopping center, in close proximity to the food court.

3. DESCRIPTION OF GOODS AND SERVICES

The project implements accessories for mobile phones and smartphones in the budget and medium price segments, mainly Chinese and Russian production. These include both decorative elements (back covers), and functional ones (chargers, portable speakers) and protective ones (protective films, cases). Full list goods (by category) is given in Table. 2. In order to simplify the calculations, we use average cost goods in each category.

Table 2. Assortment, variable costs and selling price

	PRODUCT / SERVICE	COSTS PER UNIT, rub.	TRADING MARGIN, %	UNIT COST, rub.
	External batteries
	Back covers
	Protective glass
	Protective film
	Micro SD memory cards
	Portable speakers

Project workers also provide services for sticking a protective film, installing back covers, setting up speakers, and so on. All services are provided free of charge.

Goods are purchased at the wholesale warehouse of a large network wholesale supplier of mobile accessories. The warehouse is located in Krasnodar, which greatly facilitates logistics and reduces the cost of delivery of goods.

4. SALES AND MARKETING

The target audience of the project is men and women aged 14 to 45 who have a mobile phone or smartphone, with an income of up to 50,000 rubles. All sales are carried out directly through the point of sale in the shopping center. To attract customers, a specially organized display of goods is used, demonstrating the brightest and most original accessories. In addition, demonstrations of goods are periodically held - for example, the operation of portable speakers.

Additional promotion through social media and Internet services targeted at the youth audience, which is the most active segment of the target audience. The social networks ok.ru, vk.com and the Instagram service are used. Public pages are created, filled with various content:

useful - tips and tricks on the use of mobile phones and accessories, on how to care for them (40% of the volume)

entertaining - funny stories and pictures related to the theme of the pages (25% of the volume)

engaging - contests, surveys (15% of the volume)

Publication frequency - 3-4 posts per day.

The competitiveness of the project is based on its favorable location. On the territory of the shopping center there are digital equipment stores that also offer accessories for mobile phones and smartphones, however, since this area is not their specialty, their assortment, as a rule, is not so deep. Typically, mobile retail store inventory consists of accessories for the latest device models that are directly on sale. Given the fact that the stock of mobile devices in the country is rapidly aging, accessories for older models are becoming in demand. The project takes this fact into account and pays attention to the purchase of such accessories, which has a positive effect on the profitability of the project, since obsolete models are purchased from stock balances of wholesale suppliers at a discount.

Reaching the planned sales volumes - presumably from the fourth month of the project implementation. Break-even point reached by the third month of project implementation. Demand for the project's products does not have a pronounced seasonality, with the exception of bursts of consumer activity in the pre-holiday periods - before February 23, March 8 and the New Year.

Table 3. Planned sales volumes

	PRODUCT / SERVICE	AVERAGE PLANNED SALES VOLUME, units/month	PRICE PER UNIT, rub.	REVENUE, rub.	VARIABLE COSTS, rub.
	External batteries
	Back covers
	Chargers / AC adapters
	Protective glass
	Protective film
	Micro SD memory cards
	Portable speakers
			Total:	266 530	171 220

5. PRODUCTION PLAN

The sale of goods is carried out through a trade stand located in the gallery of the shopping center. Stand area - 2.5 m 2 . Operating stock Goods are stored inside the stand, in lockable boxes. The premises of the shopping center are guarded centrally, so overnight storage of goods at the stand is safe. Basic inventory is located at the initiator of the project, for which a special room is equipped in his house.

The trade stand is made by the furniture enterprise in Krasnodar to order according to individually developed drawings. The design provides the most convenient open display that can attract the attention of visitors to the shopping center. The term of manufacture and installation of the stand (by the manufacturer) is 7 calendar days.

The purchase of goods is carried out at the warehouse of a large wholesale supplier of mobile accessories. Depending on the volume of a one-time purchase, the size of the wholesale discount usually varies, however, the project initiator managed to reach an agreement with the regional management on fixing the maximum discount, subject to a gross monthly purchase volume of at least 150,000 rubles. The planned volume of purchases (according to Table 3 - 171,200 rubles).

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The warehouse turnover is planned at the level of 2-2.5 times a month, thus, 2-3 purchases of goods for a different amount are made monthly. This allows you to more accurately form a warehouse stock, avoid the appearance of illiquid goods, and also increase the turnover of working capital.

The product is delivered in its original packaging. The warranty period depends on the product category.

6. ORGANIZATIONAL PLAN

All management and managerial functions carried out by the project initiator. He has experience in organizing retail trade and promotion on the Internet. Accounting outsourced. The opening hours of the outlet are 10.00 - 22.00. Provided shift work work - 2/2, respectively, requires a second seller. The selection of the seller is carried out within preparatory phase project. The duration of the preparatory stage is 1 week. During this period, the production and installation of a trading stand is also carried out, the purchase of the first batch of goods is carried out. After that, the operating period of the enterprise begins.

The project has a limited implementation period - five years, after which it is planned to be liquidated with the sale of assets and profit taking. The basis for such a decision is the unpredictability of the development of mobile technologies and the economic situation in the country.

IP was chosen as the organizational and legal form. Form of taxation - Single tax on imputed income, section 8 " Retail, carried out through the objects of the stationary trading network, which does not have trading floors, as well as through the objects of a non-stationary trading network, the area trading place in which does not exceed 5 sq.m.”

Table 4 staffing and payroll

	Job title	Salary, rub.	Quantity, pers.	FOT, rub.
Administrative
	Accountant
Trade
	shift seller
	Total:			$22,500.00
	Social Security contributions:			RUB 6,750.00
	Total with deductions:			$29,250.00

7. FINANCIAL PLAN

The financial plan is drawn up for the entire duration of the project and takes into account all the income and expenses of the project. Income refers to revenue from operating activities; other types of income are not provided for by the project. Annual revenue after the project reaches the planned sales volumes - 3.3 million rubles; net profit(after taxes) - 299 thousand rubles.

Investment costs - 309,000 rubles, of which own funds project initiator - 100,000 rubles (Table 5). The lack of funds is expected to be covered by attracting a bank loan for a period of 24 months at 18% per annum. Loan repayment is carried out by annuity payments, credit holidays - three months.

Table 5. Investment costs

	NAME	AMOUNT, rub.
Real estate
	Deposit for 3 months
Equipment
	Trade stand
Intangible assets
working capital
	working capital
	Purchase of raw materials
	Total:	309 000 ₽
	Own funds:	RUB 100,000.00
	Required borrowed funds:	209 000 ₽
	Bid:	18,00%
	Term, months:

Variable costs include the cost of purchasing goods (including the cost of transportation to the project warehouse) and are shown in Table. 2. fixed costs include expenses for rent of space, advertising and depreciation. The depreciation allowance is calculated linear method based on the useful life of property, plant and equipment of five years. At the end of the project, fixed assets are to be written off.

Table 6. Fixed costs

A detailed financial plan is given in App. 1.

8. PERFORMANCE EVALUATION

Evaluation of the effectiveness and investment attractiveness of the project is carried out on the basis of the analysis financial plan, cash flows, as well as simple and integral indicators efficiency (Table 1). To account for the change in the value of money over time, the discounted cash flow method is used. The discount rate is 3%.

Simple (PP) and discounted (DPP) payback period is 16 months. Net present value (NPV) - 450,964 rubles. Internal rate of return (IRR) – 7.1%. Profitability index (PI) - 1.46. These figures are quite high at a low discount rate. If we take the discount rate as the desired rate of return of the project initiator, the project can be considered effective and attractive to the investor.

9. WARRANTIES AND RISKS

To assess the risks associated with the implementation of the project, internal and external factors of influence are evaluated. TO internal factors can be attributed to the wrong assortment. To neutralize this risk, the following measures should be taken:

monitoring of warehouse balances for turnover and liquidity

monitoring feedback and survey results on pages in social networks

competitor assortment monitoring

obtaining data on the most demanded goods from the project supplier

TO external factors can include the following:

rent increase

decrease in effective demand

In the event of any of the listed negative scenarios, it is necessary to fix the profit and liquidate the project due to the inability to compensate for the increase in costs due to the profitability of the project.

10. APPS

ANNEX 1

Financial plan

Denis Miroshnichenko
(c) - portal of business plans and guides for starting a small business

Project Summary

The goal of the project is to create a micro-enterprise in Krasnodar. Field of activity - sale of accessories for mobile phones on the "island" in a large shopping center. The project initiator is assumed to be self-employed.

The demand for the project's goods is due to the general situation in the mobile retail market: a decrease in the solvency of the population, which led to a decrease in demand for new mobile phones and smartphones. This, in turn, is fueling demand for mobile device repair services, as well as accessories that can be used to personalize a device or protect it from wear and tear.

Investment costs are aimed at paying a rental deposit for three months, manufacturing a trading stand, purchasing goods, as well as forming a working capital fund until the project reaches payback.

Table 1. Key performance indicators of the project

Payback period (PP), months
Discounted payback period (DPP), months
Net present value (NPV), rub.
Return on investment ratio (ARR), %
Internal rate of return (IRR), %
Yield Index (PI)

Description of the company and industry

One of the most striking indicators of consumer sentiment in Russia today is the market for mobile devices - smartphones and tablets. In a stable economic situation, many Russians preferred to change their smartphone on average once every one and a half to two years. In the last two years, the situation has changed dramatically.

Focusing on the indicators of the Opora RSBI Index compiled by Opora Rossii jointly with Promsvyazbank, business sentiment in Russia stopped falling and showed a slight upward trend.

Figure 1. RSBI indicators, 2014-2016

However, mobile retail (b2c-market of mobile devices) indicates a more serious drop in consumer sentiment. For example, in 2015 the main market trends were:

• a decrease in the share of the premium segment in total sales against the backdrop of growing popularity of new (largely Chinese) brands; at the same time, consumers preferred to maintain the performance of devices, but not overpay for the brand; the share of traditional smartphone manufacturers fell to less than 50% of total sales
• growth in the average retail price of devices - according to experts, it increased by 9% compared to 2014; at the same time, growth was significantly lower than in other segments of the home appliances and electronics market
• growth in smartphone functionality - the share of devices supporting LTE, NFC, two SIM cards, etc. has increased.
• replacement by smartphones of conventional mobile phones, which as of 2005 accounted for 33% of total sales

It was in 2015 that the mobile device market in Russia showed negative dynamics for the first time since 2009: compared to 2014, sales decreased by 3% in real terms. Sales of smartphones increased due to a decrease in sales of conventional mobile phones - smartphones, according to the TrendForce analytical agency, sold 22% more than in 2014 (in monetary terms).

At the beginning of 2016, several major players in the mobile retail market at once reported a serious drop in sales in physical terms - by 8.4% in 2015 compared to 2014. Revenue, however, continued to grow due to the growth in the cost of devices. The average cost rose from 8.9 thousand rubles per device in 2014 to 10.1 thousand rubles. in 2015. The share of smartphones with LTE support accounted for about 57% of sales in real terms.

At the beginning of September, 2016 the IDC analytical company published preliminary results of the Russian market of mobile devices for the first half of the year 2016. Experts note the stabilization of indicators and a return to pre-crisis levels. However, according to IDC forecasts, in dollar terms, the market will not regain its former positions. In the medium term, the market will remain highly competitive and price sensitive.

The main market trends in 2016 include:

• continued growth of interest in the functionality of devices (performance, LTE support, photo and video quality, etc.)
• consumers have become less likely to change mobile phones (the share of devices purchased more than 12 months ago has increased significantly)
• growth in sales of mono-brand chains, decline in sales of multi-brand chains; the retail of mobile network operators is also growing (in the first half of 2015, mobile devices were purchased from operators by 21% of buyers, in 2016 - 24%)
• growth in sales of devices under the own brands of mobile operators; as a rule, these are budget devices made in China

Figure 2. How long ago did you buy the mobile phone/smartphone you use today (according to AC&M)

Figure 3. Structure of sales of mobile devices (according to AC&M)

Summing up, we can say that in the next few years the market is most likely to be in a state of stagnation. The share of multi-brand retail will continue to decline, but it will not completely disappear. The importance of own distribution channels of mobile operators will grow.

These data show a decrease in demand for new mobile electronics, which leads to an increase in demand for spare parts and accessories. Thanks to accessories, you can “revive” the look of even a significantly shabby smartphone, as well as extend its life.

The enterprise is organized "from scratch", registered in the relevant state structures. Placement of a retail outlet - an "island" in the largest shopping center in Krasnodar. The island refers to a retail outlet with an area of ​​2.5 m 2 in the gallery of the shopping center. The project initiator is assumed to be self-employed.

Krasnodar is a city in the South of Russia, the administrative center of the Krasnodar Territory, one of the largest cities in the Southern Federal District. A major economic, commercial, industrial and cultural center. The population of the city is 853 thousand people.

The largest shopping center of the city was chosen for placement, the total area of ​​the center is 180,400 m 2 , the trading area is 142,000 m 2 ; parking for 3,500 cars. On the territory of the shopping center there are: the largest grocery hypermarket in the Southern Federal District, a building materials hypermarket, a furniture store, goods for sports and recreation, household appliances and electronics, clothes and shoes for children and adults, a bowling alley.

The outlet is located in a place with the highest traffic, in one of the central galleries of the shopping center, in close proximity to the food court.

Description of goods and services

The project sells accessories for mobile phones and smartphones in the budget and medium price segments, mainly made in China and Russia. These include both decorative elements (back covers), and functional ones (chargers, portable speakers) and protective ones (protective films, cases). The full list of products (by category) is given in Table. 2. In order to simplify the calculations, the average cost of goods in each category is used.

Table 2. Assortment, variable costs and selling price

Product/Service	Costs for units, rub.	Trading markup, %	Price units rub.
External batteries
Back covers
Charging device/ network adapters
Protective glass
Protective film
Micro SD memory cards
Portable speakers

Project workers also provide services for sticking a protective film, installing back covers, setting up speakers, and so on. All services are provided free of charge.

Goods are purchased at the wholesale warehouse of a large network wholesale supplier of mobile accessories. The warehouse is located in Krasnodar, which greatly facilitates logistics and reduces the cost of delivery of goods.

Sales and Marketing

The target audience of the project is men and women aged 14 to 45 who have a mobile phone or smartphone, with an income of up to 50,000 rubles. All sales are carried out directly through the point of sale in the shopping center. To attract customers, a specially organized display of goods is used, demonstrating the most striking and original accessories. In addition, demonstrations of goods are periodically held - for example, the operation of portable speakers.

Additional promotion is carried out through social networks and Internet services aimed at the youth audience, which is the most active segment of the target audience. The social networks ok.ru, vk.com and the Instagram service are used. Public pages are created, filled with various content:

• useful - tips and tricks for the use of mobile phones and accessories, for their care (40% of the volume)
• advertising - information about new products, discounts and promotions (20% of the volume)
• entertaining - funny stories and pictures related to the theme of the pages (25% of the volume)
• involving - contests, surveys (15% of the volume)

Publication frequency - 3-4 posts per day.

The competitiveness of the project is based on its favorable location. There are digital equipment stores on the territory of the shopping center, which also offer accessories for mobile phones and smartphones, however, since this area is not their specialization, their assortment, as a rule, is not so deep. Typically, mobile retail store inventory consists of accessories for the latest device models that are directly on sale. Given the fact that the stock of mobile devices in the country is rapidly aging, accessories for older models are becoming in demand. The project takes this fact into account and pays attention to the purchase of such accessories, which has a positive effect on the profitability of the project, since obsolete models are purchased from stock balances of wholesale suppliers at a discount.

Reaching the planned sales volumes - presumably from the fourth month of the project implementation. Break-even point reached by the third month of project implementation. Demand for the project's products does not have a pronounced seasonality, with the exception of bursts of consumer activity in the pre-holiday periods - before February 23, March 8 and the New Year.

Table 3. Planned sales volumes

Product/ Service	Average planned volume sales units/month	Price per units, rub.	Revenue rub.	Variables expenses rub.
External batteries
Back covers
Chargers / AC adapters
Protective glass
Protective film
Micro SD memory cards
Portable speakers
Total:

Production plan

The sale of goods is carried out through a trade stand located in the gallery of the shopping center. Stand area - 2.5 m2. The operational stock of goods is stored inside the stand, in lockable boxes. The premises of the shopping center are guarded centrally, so overnight storage of goods at the stand is safe. The main commodity stock is at the initiator of the project, for which a special room is equipped in his house.

The trade stand is made by the furniture enterprise in Krasnodar to order according to individually developed drawings. The design provides the most convenient open display that can attract the attention of visitors to the shopping center. The term of manufacture and installation of the stand (by the manufacturer) is 7 calendar days.

The purchase of goods is carried out at the warehouse of a large wholesale supplier of mobile accessories. Depending on the volume of a one-time purchase, the size of the wholesale discount usually varies, however, the project initiator managed to reach an agreement with the regional management on fixing the maximum discount, subject to a gross monthly purchase volume of at least 150,000 rubles. The planned volume of purchases (according to Table 3 - 171,200 rubles).

The warehouse turnover is planned at the level of 2-2.5 times a month, thus, 2-3 purchases of goods for a different amount are made monthly. This allows you to more accurately form a warehouse stock, avoid the appearance of illiquid goods, and also increase the turnover of working capital.

The product is delivered in its original packaging. The warranty period depends on the product category.

organizational plan

All management and management functions are performed by the project initiator. He has experience in organizing retail trade and promotion on the Internet. Accounting outsourced. Opening hours of the outlet - 10.00 - 22.00. A shift work schedule is provided - 2/2, respectively, a second seller is required. The selection of the seller is carried out during the preparatory phase of the project. The duration of the preparatory stage is 1 week. During this period, the production and installation of a trading stand is also carried out, the purchase of the first batch of goods is carried out. After that, the operating period of the enterprise begins.

The project has a limited implementation period - five years, after which it is planned to liquidate it with the sale of assets and profit fixation. The basis for such a decision is the unpredictability of the development of mobile technologies and the economic situation in the country.

IP was chosen as the organizational and legal form. Form of taxation - Unified tax on imputed income, section 8 "Retail trade carried out through the objects of a stationary trading network that does not have trading floors, as well as through objects of a non-stationary trading network, the area of ​​\u200b\u200bthe trading place in which does not exceed 5 sq.m."

Table 4. Staffing and payroll

Job title	Salary, rub.	Quantity, pers.	FOT, rub.
Accountant
shift seller
Total:
Social Security contributions:
Total with deductions:

Financial plan

The financial plan is drawn up for the entire duration of the project and takes into account all the income and expenses of the project. Income refers to revenue from operating activities; other types of income are not provided for by the project. Annual revenue after the project reaches the planned sales volumes - 3.3 million rubles; net profit (after taxes) - 299 thousand rubles.

Investment costs - 309,000 rubles, of which the project initiator's own funds - 100,000 rubles (Table 5). The lack of funds is expected to be covered by attracting a bank loan for a period of 24 months at 18% per annum. Loan repayment is carried out by annuity payments, credit holidays - three months.

Table 5. Investment costs

Name	Amount, rub.
Deposit for 3 months
Trade stand
working capital
Purchase of raw materials
Total:
Own funds:
Required borrowings:
Bid:
Term, months:

Variable costs include the cost of purchasing goods (including the cost of transportation to the project warehouse) and are shown in Table. 2. Fixed costs include the cost of renting space, advertising and depreciation. The amount of depreciation is calculated using the straight-line method based on the useful life of property, plant and equipment of five years. At the end of the project, fixed assets are to be written off.

Table 6. Fixed costs

A detailed financial plan is given in App. 1.

Efficiency mark

Evaluation of the effectiveness and investment attractiveness of the project is based on the analysis of the financial plan, cash flows, as well as simple and integral performance indicators (Table 1). To account for the change in the value of money over time, the discounted cash flow method is used. Discount rate - 3%.

Simple (PP) and discounted (DPP) payback period - 16 months. Net present value (NPV) - RUB 450,964 Internal rate of return (IRR) - 7.1%. Profitability index (PI) - 1.46. These figures are quite high at a low discount rate. If we take the discount rate as the desired rate of return of the project initiator, the project can be considered effective and attractive to the investor.

Guarantees and risks

To assess the risks associated with the implementation of the project, internal and external factors of influence are evaluated. Incorrectly selected assortment can be attributed to internal factors. To neutralize this risk, the following measures should be taken:

• monitoring of warehouse balances for turnover and liquidity
• monitoring feedback and survey results on pages in social networks
• competitor assortment monitoring
• obtaining data on the most demanded goods from the project supplier

External factors include the following:

• rent increase
• decrease in effective demand

In the event of any of the listed negative scenarios, it is necessary to fix the profit and liquidate the project due to the inability to compensate for the increase in costs due to the profitability of the project.

Most profitable business cellular dealers - sale mobile phone accessories, however, the sale of accessories brings them only about 3% of their income. To keep the business profitable, dealers rely on the sale of other goods and services - for example, digital technology.

The "Sotovik" agency published the results of a study in the course of which it tried to find out which types of business of cellular dealers have the highest rate of return. As it turned out, the most profitable type of activity - sale of cell phone accessories: covers, headsets, chargers, batteries, interchangeable cases, laces, etc. Profitability (the ratio of net profit to revenue) of this business rolls over, according to Sergei Kolyada, editor-in-chief of Sotovik, over 20%. In second place in terms of profitability is the sale of cameras, MP3 players and other digital equipment; followed by sales cell phones, and accepting payments, selling SIM-cards and payment cards were at the very end.

Market participants generally agree with this scenario. “ Accessories trade is the most profitable, - confirms the president and main owner of the Svyaznoy group of companies Maxim Nogotkov. “The SIM-card business is also making a good profit, and the most competitive segment right now is the sale of phones.” “ We have the highest markup on accessories.”, - Tatiana Moskaleva, head of Dixis PR service, agrees.

But it's also the smallest segment of the dealer business, she adds: in 2005, sales of phone cases, headsets and other phone accessories accounted for just 2.8% of Dixis' total sales. Euroset has similar figures, says its president, Eldar Razroev. “The marginal profitability of the [accessories] business can reach 25%, but its share in sales is small,” says Pavel Karaulov, managing partner of Divizion. - Individual outlets accessories account for 8-15% of sales, and in the total turnover of the company, this share is even lower.”

According to Sotovik, the sale of payment cards and SIM-cards brings dealers 42% of net profit, sales of phones - 40%, and accessories - 13%. In addition, there are traditionally a lot of illiquid goods on the accessories market, with which the seller may have problems, adds Karaulov.

European phone sellers also do not rely on accessories. “We earn mainly by connecting subscribers to cellular networks and on the sale of additional goods like memory cards, says Anti Trokoudi, a spokesman for the Greek company Germanos, which owns one of Europe's largest networks of cellular salons. - Selling phones - not like that profitable business, and trade in accessories too”. Many accessories - such as bluetooth headsets - are sold with the devices themselves, and people don't often upgrade them, she explains.

Russian companies are not embarrassed that their most profitable business brings them the least income. “We maintain profitability by expanding the range of products - selling digital devices, subscriber radio stations, smartphones, batteries, etc.,” says Maxim Nogotkov. In addition, mobile salons are introducing a variety of services - for example, printing digital photos or sale mobile content, adds Moskaleva. The whitewashing of the market also benefits profitability - in August last year, when the Ministry of Internal Affairs detained about 300,000 handsets illegally imported into the country and sellers raised prices for telephones, Euroset's net profit increased by $ 8 million in a month, recalls Eldar Razroev. True, gray importers still remain on the market, so the fight against smuggling has not yet given the desired effect, he regrets. And Pavel Karaulov from Divizion believes that market participants manage to maintain the overall profitability of the business through regional expansion of networks and increased sales. “As long as growth remains extensive, there is a struggle for market share in the regions, but whoever wins this fight will have to think about cutting costs and moving to an intensive development model,” he said.