Business plan exit trade in children's clothing. Where to start and how much it costs to open a clothing store for children: a detailed business plan with calculations

With good taste and a desire to work for yourself, you can think about. This direction is not new, however, with the right business building, it will become good source income. It is important for the owner of a boutique to be able to understand fashion, follow the latest trends, be flexible and competently manage the assortment. In this article, we will tell you how a clothing store can stay afloat in such an unstable economic environment.

Choice of concept

The first step towards opening your own store is choosing a concept. It is important for any entrepreneur to decide what he will sell and to whom. These are perhaps the two most important questions that need to be answered first.

To make the right choice, you need the following:

1. Study the market of the city in which the businessman plans to open a store. This step will help identify what type of clothing is in demand but few in supply.
2. When the first stage is completed, it is necessary to take a sober approach to assessing your financial and entrepreneurial strengths. For example, in the city center, where there is quite a lot of competition, it is not advisable, because in the absence of certain skills and knowledge, it will be difficult for a novice entrepreneur to manage his business.

Store Opening Ideas

It is impossible not to notice the fact that today there are a huge number of stores that offer clothes for any age, body type and taste. To succeed in this business, a beginner should first open a highly specialized store that will be focused on a certain category of citizens.

For example, popular options are:

1. Luxury clothing boutique. Those entrepreneurs who can afford to travel to different countries in order to purchase branded items can organize a business aimed at selling expensive and elite clothes. Of course, not everyone will be able to afford it, so the main client audience will be people with high incomes.
   
2. Children's clothing. Almost any parent never spares money for their beloved child, so stores selling children's goods can bring a good income. In addition to things for babies, you can buy care products, toys and food for sale.
   
3. Boutique menswear. As a rule, there are much fewer stores that sell exclusively men's clothing than women's ones. Therefore, this option also has the right to exist. Such a boutique should include both business suits and sportswear.
   
4. Market selling clothes own production. Today, this option is very popular and is gaining the most popularity every day. For example, any craftswoman who sews beautiful things can open a small shop in which she will put them up for sale. In addition, you can additionally accept orders for individual tailoring - this will satisfy the requirements of each client and expand the client base. It can be tailoring of underwear, children's or women's clothing and much more.
   
5. Clothing store of popular brands. Some part of the population is ready to overpay for the quality of clothing and for the brand. That is why, by opening a store selling things of a well-known foreign brand, it is likely that a businessman will immediately have regular customers. Today, boutiques of popular brands such as Mango, Zara, H&M and others are quite common in shopping centers. As a rule, such boutiques are opened on a franchise basis, which greatly helps to simplify business activities, since representatives ready business provide business advice.
   
6. Second hand, or thrift store, involves the sale of things that were in use. As a rule, the price of such clothes is quite low, which is why this version of the store is mostly focused on people with low earnings.
   
7. Inexpensive clothing for the whole family. Shops of things for men, women and children at an affordable price are in great demand today.
   
8. Plus size clothing. As you know, most stores provide clothes exclusively for the standard type of figure. Therefore, a store focused on curvaceous ladies can become popular.
   
9. Boutique selling wedding dresses and evening wear. Like the previous version, it covers a certain circle of people. However, if there is a large assortment and high-quality goods, this niche can bring an entrepreneur a very decent income.
   

So on this stage a businessman should create a portrait of his potential client: his gender, approximate age, income level. Based on these data, you can select the range and style of clothing for sale.

Business registration

This activity involves registering a business as an individual entrepreneur or LLC. Note that the procedure for issuing the first option is much simpler and faster, since it does not require a large number of documents. Lawyers note that an LLC registration form is necessary if a businessman opens a store with an area of ​​​​more than 150 square meters or a chain of stores.

Before purchasing equipment and goods, you should go through some procedures and draw up the following documents to legalize the outlet:

1. Registration with the Chamber of Commerce.
2. Get permits at the fire service and SES. If the store is located in mall, then the responsibility for obtaining required documents falls on the shoulders of the administration of the shopping complex.
3. Making a "buyer's corner".
4. Registration of the cash register.
5. Decoration, landscaping.

Premises selection

The success of a business depends not only on the goods sold, but also on the location where the store is located. When choosing a room, it is important that it is located where there is a high traffic of people. It can be a place in the market, in a shopping center, near the subway or in the city center. As a rule, in busy places, rent is always more expensive, but it should be noted that customer attendance will also be higher here.

The place should also be selected based on who the product is aimed at. For example, it is not advisable to open a point in the market with expensive branded clothing. For these purposes, elite business centers or shopping malls in the city center are suitable. When opening a store in residential area it should be noted that for the most part mothers with children will be clients, so in this case it is necessary to choose the appropriate niche.

Experienced businessmen recommend first of all to go around all the places, look for vacant premises in shopping centers and markets. You should also pay attention to passers-by, this will help to understand whether this or that place is suitable for the future entrepreneur or not.

Shopping centers are more promising places for clothing stores, since such establishments always have high traffic. Despite the high competition, it is believed that it is there that the level of sales is higher than in individual stores. The size of the premises is selected based on the concept and assortment of the store. Experts believe that the optimal area for a store is about 100 square meters.

Necessary equipment and inventory

Regardless of the chosen niche, the interior of the store should be individual and attractive. A novice businessman would do well to seek professional help to design a boutique. You should also make sure that there is a good lighting design, and fitting rooms are comfortable for customers.

Acquisition costs necessary equipment depend on the area of ​​the room. However, a store of any size provides for the following commercial equipment:

• racks and hangers - from 20 thousand rubles;
• shelves and racks - from 30 thousand rubles;
• showcase for accessories - from 20 thousand rubles;
• equipment for fitting rooms - from 20 thousand rubles;
• mannequins - from 10 thousand rubles;
• cash machine- from 10 thousand rubles;
• air conditioning - from 20 thousand rubles;
• computer equipment - from 30 thousand rubles;
• equipment needed for a service room - from 40 thousand rubles.

In the absence of additional funds for the development of a unique design, of course, this step can be skipped, but the entrepreneur must make sure that the store is bright, clean and comfortable.

Staff

As a rule, for a store with an area of ​​100-150 square meters, about 4-5 sellers are required. However, a small organization may be limited to 2-3 employees. In addition, the store will need a cashier and an administrator. An entrepreneur should think in advance about the requirements for employees, the need for training, since the turnover for the most part depends on the competence and goodwill of the staff.

Advertising

When a store is just starting its work, a businessman may have a completely logical question, how to attract customers to it. First of all, we note that this should be thought about much earlier.

So, experts advise starting with a store sign. It should be presentable, bright and original. In addition, effective advertising techniques include:

Clothing Suppliers

One of the effective ways to find suppliers is the Internet. However, in this case there is a risk defective goods. Therefore, before concluding a contract for the supply of goods, you should personally arrange a meeting with a representative and visit the production warehouse.

Suppliers can be conditionally divided into two types: some sell goods in large wholesale, others - small. The first option is suitable for large stores. For newly opened organizations, cooperation should be started with those who supply goods in small lots.

From the variety of things presented, an entrepreneur needs to find high-quality and interesting clothes that are not found in competitors. An agreement is concluded for the supply of products, which specifies all the conditions relating to the transaction: the number and name of positions, delivery and payment terms.

How to name a clothing store

It would seem that it can be difficult to figure out how to name a clothing store? However, experts pay great attention to this aspect and highlight the main ways of forming the name of the organization:

1. The name, which includes the word "style", "fashion". Such options will immediately create a special idea for the customer about the store. For example, such: "Fashionable kids", "Fashionable cutter", "World of fashion", "Fashionistas", "High fashion gallery", "Stilyaga", "Stylish lady", "Style and comfort", "Your style", " Italy style”, “Men's style”, “Dress, urgently!”.
2. A name associated with clothing. This group includes any words that somehow evoke associations associated with a niche. For example: "Denim Paradise", "Russian Linen", "World of Clothes", "Planet Jeans", "Dress for every taste".
3. Others . In this case, the name has nothing to do with clothes, but it can give a certain sonority. Most often, female and male names, beautiful foreign words or phrases are used as the name of the store. Thus, any word and phrase can be used as the name of the store, the most important thing is that it be bright, memorable and original. These options include: Enjoy the shopping”, “Elsa”, “Woman's World”, Milady”, “Women's Shop”, “Bourgeois”, “Window to Paris”, “Person”, “Elite”.

Finally

Today, this business idea is very relevant. As practice shows, with the right business building, a clothing store can pay off in 1-2 years. However, success depends on many factors.

Firstly, a novice businessman needs to choose the right store format, choose a room and organize business activities. Secondly, a businessman needs to update the assortment as often as possible, as well as organize various contests, promotions and sales for buyers.

In contact with

Before opening your own children's clothing store, you need to carefully study the market and write a business plan. The conducted research will help you determine the target audience and the location of the outlet. About how to conduct market analysis, calculate financial costs, register and advertise outlet, look for personnel and suppliers, read this article.

What you will learn about:

Selling children's clothing as a business: market research

Before proceeding directly to opening a children's clothing business, it is advisable for an entrepreneur to conduct research and study the market niche. Evaluate profitability, meet competitors, study the range and choose a strategy.

Today, the share of stores selling children's clothing in the total volume of goods sold is from 15% to 20%. Despite the fact that back in 2014 his specific gravity was 12%.

The demand for children's textiles is increasing every year. Moreover, in different segments: exclusive items, mass market, economy class, branded clothing. Along with the cost of children's clothing and goods increases average check buyers. Adults began to spend more on clothes for their beloved children, preferring expensive and high-quality things.

However, children's clothing stores, like any other store, have a serious problem in the face of online stores. This type of business is popular with young people and middle-aged people.

Buyers are trying to save money, so the popularity of sites such as Joom, Aliexpress, Wildberries, Amazon, Ozone and Joint purchases is growing every year. And in ordinary Retail Stores buyers drop in only to try on some of the goods.

They also make life difficult for children's clothing stores. large chains hyper and supermarkets. They are dominated by clothing from the mass market segment, the margin for which is minimal.

Of course, it is much more profitable for buyers to buy the same children's rubber slippers, panama hats or homemade T-shirts there, rather than overpaying a small business representative for the same things.

Among parents, children's clothing of the middle price category is popular. This is because consumers:

• do not want to pay for children's things as much as for adults;
• consider it unprofitable to throw away money for those things that literally in six months will be small for the child (especially for newborns or one-year-old babies);
• sometimes there are unique and interesting things among the goods.

The Business.Ru inventory program will help you automate the work of a children's clothing store. Analyze revenue, calculate the profitability of products, predict sales, manage purchases, form an assortment and control the execution of orders by employees.

Location and design of a children's clothing store

At the initial stage, rent or purchase a room with an area of ​​100 sq. m. There is no need for a children's clothing store. It is better to focus on a cozy building with an area of ​​no more than 40-50 sq.m. This will save you money on rent and taxes.

Important! It is desirable to open a children's clothing store in the immediate vicinity of potential buyers: kindergartens, entertainment centers, early development schools, near public transport stops. It is not necessary to place the store in the city center.

When choosing a location, it is better to avoid hard-to-reach places with poor traffic, i.e. inside the yard or in a house standing at the very end of streets or blocks. Although sometimes entrepreneurs do this because they want to save on rent and use their existing residential property for a business selling children's goods.

Pavilions inside large shopping and entertainment centers are well suited for opening a children's clothing store. Fortunately, now in every city, in almost every residential area there is at least one shopping center, which presents both food and non-food items. foodstuffs. Another thing is that they do not always have an adequate price for 1 sq.m., and there are plenty of willing tenants.

It is also important to identify potential buyers, these can be people with an average income living in nearby houses, and a price category, for example, the sale of exclusive and expensive goods. You can open a department store where children's clothing will be presented in different price categories and parameters.

In any case, before you draw up a lease, you need to study the proposals by calling the landlords of interest. After that, you can already make your choice.

When designing a children's clothing store, it is important to consider that its design should be bright and eye-catching. It provides for a thorough study of each zone commercial premises.

Important! dispose retail store equipment and fitting rooms need to be in such a way that it is convenient for small visitors. It is for them, not for adults.

The attention of children is always focused on small details, they are not at all concerned about the overall style and interior of the room. They are much more interested in looking at toys, bright objects, ottomans in the form of animals or cars.

The color of the walls should not distract the attention of buyers from the goods - this Golden Rule. It is recommended to choose a neutral light color as the main tone.

The design of a children's clothing store is carried out in several stages:

1. Zoning. It is better for an entrepreneur to divide his store into several zones: clothes and shoes for boys, clothes and shoes for girls. If there are no partitions or internal walls in the room, then zoning is carried out using color.

For example, designate the boys' zone in pale blue or neutral beige, and the girls' zone in pink or peach.

2. Choosing the right lighting. For a clothing store, it is very important that the light does not distort the true color of the product. Therefore, it is better to choose soft, but not too dim light, which is provided by lamps and fixtures mounted in suspended ceilings.

Lamps are additionally placed above the trade equipment, which will help to attract the attention of customers and show children's clothes in all their glory.

3. Name selection. The name must necessarily be associated with children and childhood, but at the same time not be ordinary and too simple.

It is better not to use combinations of words like "Clothes for boys / girls", "Children", "Happy childhood", "Children's clothes", etc. Let it be yours original name. If you can’t come up with it yourself, then you can go on the Internet and look for stores with a similar assortment in other cities of Russia.

4. Play area. It will help parents to take the kids for a while and give them the opportunity to choose clothes or shoes. Mandatory requirement for gaming zones - the safety of gaming equipment. Soft toys, large plastic pyramids, cars or constructors are suitable for her.

Do not place small items or toys with clearly defined edges and sides (the same wooden cubes with letters) in the play area of ​​a children's clothing store.

Business registration

IP or LLC

More often than not, businessmen choose IP. It is easier to open it, it is easier to manage documents and pay fewer taxes. Of course, a plus is also a smaller number of reports to the tax and FSS compared to an LLC.

An LLC should be opened by those who plan to make large purchases and generally expand their business.

The total cost of registering an individual entrepreneur is 800 rubles. for state duty.

The cost of registering an LLC is from 5,000 or more, where 4,000 is a state fee, and 1,000 or more is a notary's services to certify an application for registration.

When opening an LLC, you will definitely need to make a seal (and this is a minimum of 300 rubles), no one obliges an individual entrepreneur to have it.

If necessary, IP is faster and easier to deregister - within 5 days after the application is submitted. An LLC is closed in 3 stages, the duration of the process is at least 3 months.

Choosing a taxation system when opening a children's clothing store

For a children's clothing store, 3 options for taxation systems will be optimal:

• ENVD. Profitable if the area of ​​the retail space does not exceed 20 sq.m.;
• Patent. Best suited if the store space is from 20 to 50 sq.m.;
• USN 6%. The tax is 6% of income. As an expense, it is allowed to take only individual entrepreneur contributions for oneself and insurance premiums for employees. Suitable for shops with an area of ​​more than 50 sq.m.

It should be noted that in the regions of Russia the patent taxation system is applied with differences, and the amount of tax, accordingly, is also different everywhere.

Before choosing a taxation system, it is strongly recommended that you familiarize yourself with the regulations of local tax authorities. Common to all systems is that as soon as an individual entrepreneur has employees, the number of tax returns triples.

If an individual entrepreneur works in a children's goods store himself, then with UTII he submits a declaration 4 times (1 for each quarter), with a patent and simplified tax system - one report once a year.

Documents required by an individual entrepreneur to open a children's clothing store from scratch

1. Documents relating to the registration of IP, namely: TIN individual, certificate of registration as an individual entrepreneur, an extract from the Unified State Register of Legal Entities indicating activity codes in accordance with the classifier (47.71, 47.19, 47.72);
2. If the activity of a children's clothing store is carried out on the territory of Moscow, then it must be entered in the general trade register. For other territories, this rule is optional;
3. Permission to exercise trading activities. To do this, you must submit an application to Rospotrebnadzor indicating: full name, IP, registration address, TIN, OGRNIP, activity codes;
4. Conclusion of Raspotrebnadzor. To do this, you need to invite a company to the store that will take measurements, check the state of sanitary and domestic services in the building, check the condition personnel records(sanitary books for employees, etc.);
5. The conclusion of the fire inspection. It implies the presence of a working fire alarm in the premises of the outlet. To obtain a permit, a package of documents is collected: a lease agreement (copy), a certificate of registration of an individual entrepreneur, a BTI plan, an agreement with a fire alarm organization;
6. Agreement for the lease of premises. It is drawn up in writing with the obligatory execution of the act of acceptance of the transfer of the premises. If the contract is concluded for a period of up to one year, then it is subject to state registration;
7. Sanitary books of workers. The sellers of the children's clothing store must have medical books. It is important to monitor the timing of the next medical examinations;
8. Product certificates. They are received only after the entrepreneur submits samples of his goods to a specialized center. The center will conduct an examination, and if the goods are of good quality, it will issue certificates of conformity for them. Children's clothing is still designed for different age groups, and in the same infants, the immune resistance is lower, and the sensitivity of the skin is higher;
9. Sanitary passport of the object. This implies a documentary confirmation and the actual implementation of the procedures for deratization and disinfestation. An entrepreneur can simply put the acts and contracts in a separate folder and present them during the inspection of Rospotrebnadzor.

Advertising and promotion of a children's clothing store

Finding suppliers for a children's clothing store

The most reliable suppliers of children's clothing are manufacturers from China, Poland, Slovakia, Belarus and Russia. Belarusian textiles are especially distinguished among them. In this country, linen and fabric are still produced strictly in accordance with GOST.

There are also many factories in Russia that produce high-quality children's textiles. Among domestic manufacturers of children's clothing, the following are popular:

• "Goodwin";
• "Petits";
• "Leo";
• "Dioli";
• "Cheerful kid";
• "Dwarf";
• Gloria Jeans.

The products of these companies are in demand and popular among sellers of children's clothing. However, among foreign companies, Russian buyers have their favorites:

• Zara;
• Tintuu;
• Bicket.

They have been present in the children's clothing market for a long time. The price tag for the things of the presented brands is quite democratic, and affordable for the average family.

Assortment and equipment of a children's clothing store

Mannequins, racks, glass showcases, shelves and prefabricated metal structures are used as trading equipment in a children's clothing store.

The pricing policy of manufacturers is diverse. Each entrepreneur can find equipment according to his financial capabilities.

A good and economical option for a novice businessman is to purchase used equipment.

Name	Quantity, pcs.	Price, r.
mannequins
Trade rack
Total

When opening a children's clothing store, it is imperative to make sure that the assortment presented in the windows satisfies the interests of all categories of customers.

Gift certificates, holiday paraphernalia and packaging are presented as related products.

You can create a range of products by analyzing and forecasting sales in

Children's clothing store staff

When opening a store, recruiting a large staff of employees at once does not make sense. Firstly, the turnover and client flow do not differ in intensity, and secondly, this will save money on wages and insurance premiums.

Costs of starting a business from scratch

List of mandatory expenses

The total cost of opening is a little more than half a million rubles. For a store of this format, the amount is not unbearable or too large.

Payback of a children's clothing store

The markup on children's goods is 150%. At the same time, the payback on investments from 500,000 rubles. up to 1 million rubles is about 1.5-2 years.

This is due to the fact that retail outlets for the sale of clothing, in principle, have not been particularly popular lately, since many people give their preference to online stores and supplier websites.

Business plan for a children's clothing store in a small town

The complexity of opening a children's clothing store in small town is that the flow of customers will be relatively small. In provincial cities with a population of up to 300,000, there are few buyers with a stable and high income.

Among other things, in a small town it is quite difficult to find a passable place to open your own children's clothing store, because the best places have long been occupied.

Plus, local residents are not particularly trusting of new entrepreneurs. It is also possible that the new enterprise will be perceived, if not hostilely, then rather cautiously.

The main thing here is to find an approach. Competently form and organize various kinds of marketing campaigns and events, based on the specifics of the city. You can take as a basis the strategy of competitors or other entrepreneurs.

And the main thing is to win the trust of local residents. As a rule, in small towns, residents directly or indirectly know each other, and in such situations, free public advertising in the form of gossip works flawlessly.

It is better for a novice businessman to make sure that there are true rumors about his store in advance. That the quality of clothes is excellent, the prices are democratic, and the sellers are the most professional.

Despite the unstable economic situation in the country, some business areas remain relevant and profitable. One of them is trade in goods for children and pregnant women. But in order for even such a promising industry to be profitable and attract potential partners, as well as investors, you need to think over a competent business plan for a children's clothing store with calculations.

Features of the business in the field of trade in children's goods

To start profitable business in the field of trade, an entrepreneur needs to think over in detail the plan for opening a children's clothing store. The decisive factors that determine the profitability of the business:

• Universal assortment;
• Low prices;
• Favorable location.

Children's products are in demand among the following target audience:

• Pregnant women;
• Mothers with children aged 0 to 5 years.

The competition in this segment of business is quite high, so the question of whether it is profitable to open a children's clothing store in a particular area must be approached very carefully. The best location option is new microdistricts with a large number of young families.

Formation of the product range should be based on:

• All-weather clothes for pregnant women;
• Children's clothing;
• shoes;
• toys;
• Diapers and other accessories for newborns;
• Baby food;
• Children's radio engineering.

An extensive selection will ensure a large flow of customers.

What assortment should be in a children's clothing store?

Entrepreneurs who decide to try themselves in this area of ​​business should not limit themselves to standard offline trading. It will bring greater business efficiency if you combine it with the sale of goods online in an online store.

According to approximate calculations, if the average revenue from baby store is 5,000 rubles per day, the cost of it will pay off in 18 months.

Opening a children's clothing store: a list of documents for registration

The first stage of business planning is its registration with official bodies. To do this, an entrepreneur must choose a form of business. It could be:

For beginner businessmen, IP is optimal. This is one of the simplest organizational and legal forms, distinguished by the following advantages:

• A small state duty for opening;
• Minimum reporting;
• Small fines;
• Opportunity to work on the patent system of taxation.

To register a business, you will have to select in advance the appropriate type of activity according to OKVED. For trade, KVEDs are placed in section 47.19. It should be noted that the production of clothing is not included.

Where can I find KVEDs for registration?

The following documents are required to register a sole proprietorship:

• Passport;
• A completed registration form with the designation of the activity code;
• Receipt for payment of state duty.

If a person decides to register his business in the form of an LLC, then in addition to these documents, before registration, you will need:

• Develop a charter and prepare founding documents(as a model, you can take a model charter);
• Open a bank account;
• Obtain permission from the SES;
• Make a print template.

When registering a business, an entrepreneur should think in advance about the optimal form of taxation. Yes, for IP best option- UTII, and for LLC - UNS. Also, individual entrepreneurs can choose for themselves the PSN, that is, the patent taxation system. However, this can only be done on the condition that the real trading area of ​​the premises is in the range of 20 to 50 sq. m.

The cost of a patent is determined differently in each region. So, in some subjects of the Russian Federation, it depends on the specific number of meters retail space, and in others on the number of employees. Such information should be clarified directly with representatives of the Federal Tax Service at the place of planned registration.

If an entrepreneur wants to open an online store along with regular trade or is interested in how to open a thrift store, then the only available taxation system for him is the simplified tax system.

Criteria for choosing premises for trade

An entrepreneur planning to realize the idea of ​​​​opening a children's clothing store in 2020 needs to choose the right premises. You can place your outlet in:

• commercial property;
• own store;
• rented store;
• non-residential premises;
• shopping complex;
• On the market.

The right choice of retail location provides 50% of the success of the entire business. In this matter, you need to focus on two factors:

• price expectations. If an entrepreneur places a store with a high margin in a very visited, but at the same time cheap place, there will be no trade. This is due to the fact that against the background of other outlets, prices will look unnaturally high;
• indirect competition. In search of a target audience, many businessmen choose entertainment complexes or other places of recreation for families with children and open nearby. This approach is not profitable due to the fact that when visiting these areas, people do not intend to make purchases and are afraid to spend too much money.

The best way to implement the idea for small business will rent trading place in a large complex focused on the sale of things. In this case, the novice entrepreneur will be helped by the fact that the complex has already been promoted by other entrepreneurs and private investors who have managed to implement their ready-made business plan.

The main indicator that you need to focus on when choosing a center is the flow of customers. If the traffic in the center is up to 100 people a day, it will not bring sufficient profit. It is best to choose those shopping complexes where the traffic is from 500 people a day. Potential tenants should not trust the words of the owners, but rather talk to other entrepreneurs or estimate the number of possible customers on their own.

When renting a room, attention should be paid to it appearance. The store should create a cozy atmosphere. If the size of the room exceeds 50 square meters, it is worth using design.

If there is no money to rent such a retail outlet, then a place in the clothing market may be an alternative. However, such an outlet has one significant drawback - the lack of opportunities for business advertising.

Necessary equipment for the outlet

For the equipment of the premises requires a minimum financial investment. For the department to work properly, you need to purchase:

• Trading racks. These include racks, shelves, showcases, mannequins and more;
• Laptop. For reporting, searching for suppliers, work on the formation of the range;
• MFP. For printing price tags, in-store ads, preparing invoices, and more;
• CHMP or cash register. Which device should be purchased depends on the chosen taxation system;
• Internet. To work with suppliers, follow fashion trends and keep records, you need a stable Internet connection.

An important role is given to the layout of the room. So, there are two zones:

• Stock;
• Shopping room.

It is best to have the cash register in the center trading floor so that it can be accessed from anywhere.

Where to start recruiting?

As in the service industry, the key player in the store will be the administrator. The person holding his position must have certain knowledge and competence in the field of personnel management, as well as leadership qualities.

The successful operation of the store is guaranteed by a clear system of distribution of duties and responsibilities of employees, as well as control over their work. To create such an atmosphere, regulations, instructions and other tools should be actively applied.

Requirements for sellers may be as follows:

• Age from 21 to 40 years;
• Pleasant appearance;
• Grammatically correct speech;
• Absence of bad habits;
• Accuracy;
• sociability;
• Politeness;
• Stress resistance.

It is best if there are female sales assistants in the store, this allows you to win over the target audience and help them feel more comfortable. As a rule, sellers work in shifts 2 through 2.

How do the salespeople in the children's store look like?

The motivation of sellers should be based not only on the personal component, but also on the level of sales of the store as a whole.

Advertising and marketing plan for a children's clothing store

• one-time;
• Constant.

The following types of permanent advertising are most effective for the clothing market:

• In elevators;
• business cards;
• leaflets;
• Discount cards;
• In the Internet.

• Signboard (should be thematic and attract attention);
• Signposts at the entrance (required for any retail business);
• Business card site (the site may contain product catalogs and general information, you should think over the description for the online store in advance if you plan to double trade).

Do not write off word of mouth and word of mouth. Quality and affordable prices ensure success in this type of advertising.

How to open a children's clothing store from scratch: costs and profitability of the enterprise

The business plan of a children's clothing store necessarily contains such a section, which takes into account the costs of the store, which are divided into one-time and permanent.

One-offs include:

• To prepare a business for work (registration of a business, purchase of equipment, etc.) About 50 thousand rubles;
• To refurbish the premises. (when renting premises in a shopping gallery or in the market - 0 rubles);
• For one-time advertising. About 66 thousand rubles.

TO fixed costs rank:

• Insurance premiums. About 2,3000 rubles;
• Taxes. For the patent system, about 4,500 rubles;
• Advertising. About 45,000 rubles;
• Purchase of products. At least 500,000 rubles;
• Room rental (if available). About 60,000 rubles;
• RFP of the seller (if any). About 20,000 rubles.

Thus, it turns out that to open a retail outlet in the center, without hired workers, you will need to spend:

• One-time: 50,000 + 66,000 = 116,000;
• Monthly: 2,300 + 4,500 + 45,000 + 500,000 + 60,000 = 611,800;
• Total: 116,000 + 611,800 = 727,800.

Nevertheless, this business is considered highly profitable, because its main performance indicators are:

• High markup. For certain categories of goods, the margin is 500%, and the average is 200%;
• Constant influx of customers. Children grow up very quickly, and therefore, once or twice a year, parents are forced to purchase new things.

Of course, it is worth considering the seasonality of the business. In the spring-summer period, there is a decline in sales for all groups of goods, except for products for newborns. At right choice opening time and taking into account all the features of the business can pay off in less than 12 months.

A children's clothing store is a profitable business, which, with the right approach to organization, brings its owners a good profit. But in order to implement such a project in practice, one should not neglect such essential tool like a business plan.

Many aspiring entrepreneurs who are already ripe for launch own business, but have not settled on a specific business idea yet, they are seriously considering the possibility of opening a clothing store. attractiveness this business consists in the absence of the need to create their own production. You just need to analyze the demand market, find suppliers of quality products, determine the format of working with brands, open your own outlet and start working. All these stages take about one to two months, and the main investment costs fall on working capital, which allows you to quickly turn them into money if necessary. That is, in two months you will sell, make a profit and gradually recoup your investment.

However, before starting to implement a project to open your own clothing store, you need to make sure that there is a demand for products, as well as choose a niche.

According to data provided by GFK analysts with the support of Yandex.Market, children's products are in the top categories where spontaneous purchases are made the most. This allows you to maintain revenue even during a fall in the overall level of demand.

The amount of initial investment - 840,500 rubles;

Break-even point - for 4 months;

Payback period - 9 months;

The average monthly profit is 125,000 rubles.

2. Description of the business, product or service

The main characteristic that customers focus on when buying children's clothing is product quality. That is why 60% of consumers make purchases in chain stores, and preference is given to well-known brands.

As for the country of origin, due to changing conditions market environment and high exchange rate fluctuations, Russian production has an advantage.

Store assortment

The assortment matrix of the store will cover a wide target audience and meet the needs of children from 0 to 14 years old. Moreover, the product line includes both standard seasonal collections and highly specialized sets for certain life events: envelopes for discharge from the hospital, christening clothes, collectible clothes, as well as sets for festive ceremonies.

The company releases new seasonal collections twice a year. In February, the "spring-summer" collection is released, and in September "autumn-winter". Franchisees purchase seasonal collections in full. In addition, capsule collections are developed and produced every two to three months. A capsule collection is a line of clothing dedicated to an event and made in the appropriate style. For example, new year collection or school uniform. These collections are limited and include the production of exclusive items.

Provision of a full product line ensures the uniformity of demand throughout the year. In this way, your company protects itself from the risks associated with the seasonality of demand for certain types goods. Below is a complete list of the company's products:

• Envelopes and sets for extract;
• christening sets;
• Fashion and basic collections for children from 0 to 8 years old;
• Elegant clothes for holidays and ceremonies;
• School uniform for grades 1-8;
• Outerwear and hats;
• Underwear, tights and socks;
• Children's footwear;
• Bed linen and exclusive handmade furniture.

If you have not sold part of the goods, and the season has already passed, you have the right to return the products to the franchisor at the agreed cost. Price negotiation takes place on an individual basis.

3. Description of the market

The target audience

The target audience of the project is families with children. It is worth noting that women show increased purchasing activity. Only 30% of men are engaged in the purchase of goods for their children. Depending on the age of the children, the circle of potential buyers can be detailed.

Goods are designed mainly for two price segments: "medium" and "medium+". These are people with an average income - from 30,000 rubles.

Age limit - women from 20 to 55 years. The field of work and education does not matter. Follow fashion trends, read fashion magazines.

By geographic parameters, clients are residents of large cities.

Typically, these people visit cultural events lead an active lifestyle. They are willing to pay for individual style and unique image of their children. They prefer to make purchases in company stores, appreciate the quality of goods, and high level service.

Competitive advantages

In this regard, we highlight the main competitive advantages:

1. Marketing strategy;
2. Favorable location;
3. Regular use of promotions and attractive offers;
4. Availability of an online store that allows you to make a reservation;
5. Exclusive collections that convey the unique style of the company;
6. Following the latest trends in the fashion world, cooperation with the New York fashion agency.

4. Sales and Marketing

Marketing tools

5. Production plan

6. Organizational structure

Perhaps the most important point in terms of production is the selection of personnel. To open a store, you will need to hire two salespeople and two administrators. It is assumed that they will work in a pair of seller-administrator. Schedule - 2 working days / 2 days off. Store hours are from 10.00 to 22.00.

Staff salaries consist of a fixed salary and a percentage of sales. To do this, a sales plan is developed, for the overfulfillment of which sellers and administrators receive a reward in monetary terms.

7. Financial plan

8. Risk factors

Risk factors can be roughly divided into two categories: internal and external risks. Both categories are fully reflected in the table.

financial risk	Due to the fact that the instability of the dollar can lead to a significant increase in prices for manufactured products.

• Capital investments: 3 906 234 rubles,
• Average monthly revenue: 2,200,000 rubles,
• Net profit: 335,600 rubles,
• Payback: 16 months.

A draft business plan with calculations for opening a specialized store, which reveals the key points for organizing retail activities in children's clothing.

Input data

• Kind of activity: retail children's clothing (OKVED - 52.42)
• Location: Perm (population - 1,000,000 people)
• Location: ground floor shopping center in the city center
• Area: 80 sq.m.
• Ownership type: rent
• Opening hours: 10:00 to 21:00
• Realized goods: Baby clothes
• Store Format: self-service

Organizational moments of a clothing store for children

For implementation entrepreneurial activity planned to create entity: Sole proprietor Latysheva O.K.

Necessary trade equipment

To start the store, you need to purchase equipment and furniture. Furniture must be designed for children different ages, according to the presented assortment. It is also necessary to purchase commercial equipment - hangers, showcases, shelves for the exhibition of goods.

For clarity, you will need at least 10 mannequins (babies, teenagers). Fitting rooms require mirrors, and next to the fitting room, a TV showing cartoons is required.

Approximate list of equipment:

Name	Qty	Price per unit	total, rub.
Signboard (light box - lightbox)	1	50 000	50 000
Showcases	2	15 000	30 000
Shelving	2	12 000	24 000
Mirrors	5	10 000	50 000
hung up	8	10 000	80 000
Shelves	5	3 000	15 000
baby mannequins	10	10 000	100 000
cash machine	1	40 000	40 000
Computer	2	30 000	60 000
Anti-theft system	1	50 000	50 000
TV (near fitting room)	1	30 000	30 000
sofa	1	50 000	50 000
contingencies (10%)			50 000
TOTAL			629 000

The volume of capital expenditures

Capital costs for opening a children's clothing store will amount to 3.9 million rubles. Of these, 38% are the creation inventory, 35% is the financing of activities before reaching self-sufficiency, 16% is the purchase of equipment. Because it is planned to open a store in a shopping center, ventilation and repair costs are not provided. But the costs for lighting equipment, interior items and decor in the amount of 5% are included.

Project launch schedule

	Jan.13	Feb.13	Mar 13	apr.13
Registration with the IFTS, ordering a print	***
Purchase of lighting equipment, interior and decor items		***
purchase of equipment		***
personnel search and training		***	***
Purchasing a special software for accounting sales and goods		***
installation of equipment, furniture			***
Advertising			***
Create inventory			***
Opening				***

The preparatory period for opening a store takes 4 months, from the moment of filing documents for registration with the INFS until the moment of launch.

Staff

For the successful operation of the store, a team of 6 people is required. In connection with the working day more than 8 hours a day, it is necessary flexitime for sellers. For four sellers, the “two by two” schedule is optimal. It also requires one storekeeper to receive the goods, and an administrator to control the activities of the store.

Pricing

The average margin on the presented assortment of clothes for children is 100-150%. Due to sales and discounts for regular customers, the weighted average markup is 70%.

Planned performance indicators of the enterprise for 2013 - 2016

The revenue of the children's store throughout the year has a spasmodic structure: by the beginning of the season, revenue grows, by the end it decreases. The greatest increase is observed from September (beginning of the school season) to December (due to winter period, because winter clothes are more expensive in and of themselves).

According to the business plan for opening a children's clothing store, it is planned to reach the forecast revenue in 9 months after the opening.

The revenue structure of a children's clothing store is as follows:

The structure of the range of outerwear:

The main revenue is made up of outerwear, which accounts for more than 80% of revenue, the rest is underwear, knitwear and accessories.

In five months from the project launch date, it is planned to reach the break-even point. On the seventh - access to self-sufficiency. Until the project reaches self-sufficiency, the financing of general expenses occurs at the expense of the owner and amounts to about 1,350,000 rubles.

Expendable part of a children's clothing store

More than half (59%) of the costs are the cost of production based on a markup of 70%. The second part includes general expenses for the maintenance of a children's clothing store. Of these, the largest share in the structure of expenses is occupied by the costs of the wage fund (salary + deductions), as well as rent. Sellers' pay consists of a fixed and a variable part, thereby encouraging employees to make more sales. Other expenses account for about 5%.

The structure of expense items can be seen in the diagram below.

According to the presented diagram net profit store is 18% of the funds received.

Generalized financial indicators for 2013-2016

Payback calculations for a children's clothing store:

• Project start: January 2013
• Opening: May 2013
• Getting to operational breakeven: June 2013
• Exit to forecast revenue: September 2013
• Payback date of the project: July 2014
• Payback period of the project: 1 year and 6 months
• Return on investment: 80 %