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Beer shop business. How to open a beer shop and guarantee its success? How to open a pub from scratch

According to experts, 11% of the volume of beer produced in Russia is sold through draft beer stores. Such figures are confirmed by the impressive growth of this market segment over the past few years.

So, how can you make money trading beer? How to open a draft beer shop from scratch in 2017, and what steps need to be taken? Let's try to draw up an approximate business plan and take a closer look at what needs to be done so that the store starts generating income.

Before starting a business related to the sale of beer, you should familiarize yourself in detail with Federal Law 218-FZ of July 18, 2011. In short, its essence is as follows: only organizations and individual entrepreneurs have the right to trade in alcoholic products on the territory of Russia. Therefore, it is impossible to do without the establishment of an IP.

The same law lists stringent requirements for the location of such a store. So, for example, it is forbidden to sell alcohol in educational, sports, cultural and medical institutions, markets, transport facilities (car parks, service stations, etc.). The distance at which your store should be located from the above institutions should be at least 100 meters.

On January 1, 2013, another law was adopted prohibiting the sale of beer in stalls and kiosks. The same law indicates the optimal time for selling alcoholic products: beer can only be sold from 8.00 to 23.00.

To open a store, you need to register a company. What shape to choose: Both forms have their pros and cons.

IP - register easier, faster and cheaper. But keep in mind that opening an IP will not free you from the need to keep records and declare retail sales volumes.

LLC is more difficult and expensive to open. But the form of an open type society will allow you to significantly save on taxes in the future. So, preferential rates of income tax, enterprise property tax and VAT have been introduced for LLC.

Step 2. Documenting the business

How to start opening a draft beer store? First of all, you need to comply with all the formalities. Here is a list of documents that must be completed before opening a store:

Registration of sole proprietorship or LLC.
Acquisition of a cash register, its registration and conclusion of an agreement for its maintenance.
Obtaining a trade permit. Issued in the trade department of the city Administration.
Conclusion of a lease or purchase / sale agreement for the premises in which the store will be located.
Conclusions of SES, fire inspection and state consumer supervision.
Conclusion of an employment contract with store employees and registration of medical books.
An agreement with a security company that will install an alarm for you.

Step 3. Choose a place for the store

80% of the success of your business depends on where your beer store will be located. Finding the right building is the hardest thing to do. Firstly, it is necessary to take into account all the rules specified in the Federal Law-218. Secondly, the specifics of the store should be taken into account.

So, the optimal area for a draft beer store is 40-50 sq.m. Of these, approximately 25 sq.m. will occupy a trading floor, 12-15 sq.m. enough to organize a warehouse. The remaining area will be needed for a toilet, office, etc.

Organization of a trading place: on an area of 5 sq.m. 6 cranes can be installed. The presence of 20-24 taps of beer of different brands is considered optimal, so 20-25 sq.m. should be enough.

The requirements for the premises are detailed in SanPiN 2.3.5.021-94 and the Decree of the Chief State Sanitary Doctor No. 23 dated 07.09.2001.

Important! Any retail establishment must have a consumer corner, a burglar alarm and a safe. And in a beer store, it is simply necessary to have a toilet for visitors.

As for the location, it is important to consider several nuances:

It is most advantageous to look for a place for a store in a residential area. Please note that bottled beer is in high demand in business districts and on the main streets.
Do not place a store in the basement of a residential building. Alas, there is a risk that the courtyard of the residential building will turn into an additional pub, which will be used for drinking beer, and possibly as a toilet.
Well, if the place has a high traffic. But at the same time, experts advise not to "swing" at the city center - it is not profitable.
A good option: a place in a large store or supermarket. Here you can generally rent 6-7 sq.m. and start small.

Before renting a room, study the area nearby. It is highly undesirable to have competitors nearby or a liquor store.

Step 4. We purchase commercial equipment

For the store you will need:

rack;
showcase-refrigerator;
defoamers;
kegs;
micromatics (fittings);
coolers;
gas pressure regulator;
cylinder with carbon dioxide;
warehouse refrigerators.

As additional equipment, you will need an air conditioner (since the main trade will be in the warm season), perhaps a music center, a TV and small household appliances for employees.

Crockery and other goods: disposable tableware, napkins, price tags, calculator, stapler, detergents, bags, plastic bottles 0.5-1-1.5-2-3 liters. The first and last volumes are asked less often.

Method 1. The easiest way is to conclude an agreement with a supplier of a single brand of beer. In this case, you will be provided with equipment, promotional materials. Plus, the distributor will train salespeople to use the equipment for free.

Method 2. Rent equipment. Profitable, convenient, less hassle with subsequent use. As a rule, equipment tenants also offer equipment maintenance services.

Method 3. Buy equipment. This will be the biggest expense, but it has its benefits if you're aiming for long-term use. In extreme cases, you can agree on a lease with a subsequent purchase - it all depends on your financial capabilities.

Important! Equipment for the sale of draft beer requires careful handling. Due to its specificity, it requires monthly maintenance, as taps often become clogged. The cost of maintenance and cleaning will have to be budgeted immediately.

Step 5. Decide on the assortment

The presence of less than 15 varieties of beer in the assortment is impractical. It is more convenient to immediately divide the varieties into classes: economy, medium, medium +, premium. This will allow you to expand your potential customer base.

In each class, to begin with, it is enough to provide 3-4 brands of beer. After 5-6 months, you can make an analysis of which beer is sold out better, after which you can adjust the assortment.

Naturally, in addition to beer, the store can offer related products: nuts, dried fish, special snacks, snacks. This is convenient, since no special permit is required to trade these goods. All you need is a certificate of quality, which the supplier must provide you.

Step 6. We hire staff

For a store with 15 to 20 taps, it is enough to hire two salespeople. It is more convenient to organize work in shifts, for example 2/2. It is more profitable to set wages in the amount of a percentage of the sale - this will add motivation. In addition, you may need a cleaning lady and an accountant.

Step 7. Assess the risks

The beer business has many pitfalls to consider. Of course, all the nuances can be taken into account only when you start working. But there are those that are known to many store owners:

Beer is a seasonal commodity. The best sales are from April to October. In the winter months, it is rarely possible to realize at least 20% of the volume compared to summer sales. Therefore, experienced players recommend opening a beer shop in the spring.
Live draft beer is a perishable product. The shelf life of most stamps is no more than 5 days! Players in this market admit that almost 50% of the products have to be poured. But, in any case, do not take risks and do not trade sour beer - you will lose your reputation instantly. Finding a reliable supplier is another critical task. It is more profitable to conclude contracts for small wholesale.
Advertising should be a separate item of expenditure. You can design a beautiful sign, order illuminated volumetric letters, distribute flyers to customers or organize an advertising campaign on the Internet. Other types of advertising, unfortunately, are prohibited for the beer business.

Brief business plan

Approximate costs (for example, the prices of large cities are taken)

Thus, in the above scheme, general prices are taken, and the purchase of equipment is also included. It has already been noted above that you can save on this if you rent equipment. Distributors often provide free promotional products, which means another 20-30 thousand rubles of savings. Additional income will come from the sale of soft drinks and bottled beer from refrigerators. In summer, you can replace one of the kegs with kvass and lemonade - 100% payback!

We calculate the trade margin: up to 30% is charged for premium class beer and foreign brands, for beer of domestic brands - up to 100%.

On average, for 1 keg you get a wrap up to 2 thousand rubles. At the same time, your customers receive beer at a price of 60 to 250 rubles per 1 liter.

With the correct location of the outlet in the "hot" summer months, the expected "net" profit can be from 80 to 250 thousand rubles per month. All opening costs can be recouped in the first 2 months. Sustainable profit is possible in 2-3 months after opening.

But analysts differ in assessing the future prospects of this business. Some believe that the beer business in Russia has already reached its peak of development and will not grow in the future. Others argue that the market for live draft beer will continue to develop at an impressive pace. Especially in the regions. Here you can adopt the experience of the capital's "beer boutiques", and the coming summer will not leave you without profit.

The draft beer shop is a fairly successful and profitable business, which is built on the constant high demand for this drink. For example, in the European part of the country, the annual growth of the "beer" market increases by 8-13%.

To organize the work of the store does not require a large amount of money, and the high payback of this business can justify itself in the shortest possible time. But, despite all the positive aspects of this business idea, there are various nuances that must be taken into account during implementation.

Is this destination seasonal?

The sale of beer on tap is considered a seasonal business, with about 40% higher revenue per season. Most stores during the cold season only work to cover running costs.

In exceptional cases, profitability drops so much that it is more expedient to close the store during the cold weather.

What you need to trade beer: documents and licenses

Before starting their own business, future entrepreneurs need to carefully study the legal framework that regulates the retail trade in low-alcohol drinks.

July 18, 2011 was adopted Federal Law No. 218 tightening requirements for the sale of alcoholic beverages. Based on this law, it became strictly forbidden to sell it in educational institutions, markets, transport or at its stops, railway stations, non-stationary shopping facilities and medical institutions.

But now both organizations and individual entrepreneurs have the right to sell beer.

On January 1, 2013, a law was passed tightening the previous trading rules - from that time on, beer can only be sold at certain times: from 8 am to 10 pm. Sale in kiosks or stalls has become strictly prohibited.

Enterprise form

The future businessman is faced with the choice of organizational and legal form, mainly Choice between Sole Proprietorship and LLC. The latter will be the most beneficial - new laws are increasingly tightening the requirements for individual entrepreneurs engaged in the sale of low-alcohol products. For example, now they are obliged to declare and record the volume of retail sales. In any case, an LLC maintains a declaration and accounting, but a system of more simplified taxation has been introduced for them in connection with the savings of several taxes: property tax and enterprise profits, VAT.

To open a beer shop, you will need the following:

Register LLC (or IP).
Conclude a purchase / sale or lease agreement for the premises where the store will be located in the future.
Make registration and contract for the maintenance of the cash register.
Obtain permission to carry out trading activities in the local Administration.
Get the conclusions of the auditing organizations.
Conclude an employment contract with store employees and issue them health books.

Choosing a store location

When opening a store, it is necessary to choose the right premises - future sales volumes depend on this. The most correct choice would be a densely populated residential area - it is highly likely that it is the locals who will make up a constant stream of clients.

The proximity to the market, the location on the street with heavy traffic, various shopping and entertainment centers are also beneficial - all this will allow beer lovers passing by to buy a drink.

The total area of a medium-sized store is approximately 50 square meters– all this is required for an efficient and compact installation of a bar, tap equipment and a customer service area. The store must have a toilet.

In the future, the premises should be comfortable for buyers. The showcase must be installed so that even with a large influx of buyers, it is clearly visible.

During the internal arrangement of the store, do not forget about the requirements of regulatory authorities - firefighters and SES - they show increased attention to the store:

SES - due to the presence in the range of foods and drinks that require special storage conditions.
Firefighters - due to the presence of special equipment in the room, namely gas cylinders, which explode if used improperly.

By law, it is forbidden to locate stores that include alcohol in the range near various children's institutions.

Therefore, when choosing a room, it is important to take into account a number of mandatory factors, and if the chosen place does not fully meet the necessary requirements, then it is necessary to look for another one. In practice, this can take up to six months.

Organization of supplies and storage

The next step is the search for suppliers, optimization and selection of the assortment. The most optimal at the start is cooperation with wholesale suppliers of various types of beer, which gives a flexible opportunity to manage purchases: the choice of the desired volume of arbitrary beers in the shortest possible time. The downside is the price, which is much higher than that of the manufacturing plant, for an order from which you need to have a fairly large turnover, equated to about six stores.

To the choice of equipment from the manufacturer, the opinions of businessmen differ strikingly:

some say that by renting equipment, you can save a lot and spend the remaining funds on the development of the project;
others argue that it is necessary to purchase their own bottling line, because in the first six months the new store needs to optimize the assortment for local customers.

At the opening of large stores, at least 25 beer taps (drink varieties) are installed. But most entrepreneurs say that after a year of work, the range is reduced to 15 items: unclaimed varieties gradually begin to reduce profits, and they are eventually abandoned. But nonetheless, in a large store, it is desirable to install more than 20 types of beer.

Do not forget that the higher the assortment in the opened store, the faster the optimization of deliveries will take place. And the bottling equipment is rather unreliable in maintenance and operation, so it is recommended to have a couple of spare lines.

Delivery optimization is required due to the fact that fresh beer must be sold within 3 days if possible. After this period, the drink begins to gradually lose its taste properties, after 5 - it is no longer to be consumed.

Mark-ups for draft beer depend on the price category and are usually from 50 to 100%. The average price of fresh beer ranges from 130 rubles per liter. It is quite difficult to predict the preferences of local residents regarding the cost. But do not forget that when going to a beer store, customers are ready to overpay a reasonable price in relation to their preferred brand of drink.

Is advertising necessary?

When promoting a draft beer store, various advertising is not always effective, and many of its types are quite expensive. Despite the high price of the media, the result from them is reduced to zero.

Therefore, special care must be taken to exterior decoration, outdoor and district advertising is the most common way to notify the public of a future reopening.

Outdoor advertising includes thematic design of a shop window and a facade, an original, memorable name, sound advertising, periodically announcing a promotion to passers-by, good lighting in the dark. Before opening and in the first months of work, it is advisable to conduct an advertising campaign - as an option, distribute discount cards to residents.

How much does it cost and how quickly will it pay off?

During the summer maximum revenue is around 300 thousand rubles, and if the business was opened from scratch, then its payback usually occurs in a couple of months.

During the week, sales volumes fluctuate - at first they fall, and starting from Friday they increase. This must be taken into account when purchasing goods.

For a quick payback, it is best to open a store in early summer. Also, along with draft beer, it is profitable to sell bottled beer with a decent assortment of snacks.

Initial investment

The required amount to open this business in different regions ranges from 150 thousand rubles. up to 1 million rubles

The list of required expenses for opening a medium-sized store looks something like this:

Renting a room for a couple of months - from 1000 rubles. per square meter.
Repair and appropriate finishing - up to 100 thousand rubles.
Pavement sign, signboard, etc. - from 20 thousand rubles.
Rack (made to order) ~ 20 thousand rubles.
Refrigerator-showcase ~ 20 thousand rubles.
Air conditioning ~ 20 thousand rubles.
Cash register ~ 20 thousand rubles.
Maintenance staff salary ~ 15 thousand rubles. to a person.
Defoamers, beer kegs - available from suppliers.
Various stationery, packaging bags, communications, etc. ~ 5 thousand rubles.
Purchase of the first batch of beer ~ 50 thousand rubles.

Free equipment is often provided by large suppliers.

Pitfalls of business

With such costs, for a break-even business, monthly revenue should be at least 40 thousand rubles. Solid profit at the level of this indicator with optimistic forecasts achieved after 4 months from the start of the store.

The most important issues are the choice of the legal form, work with suppliers and the arrangement of the store, resolving issues with documentation.

All other issues and actions to promote, develop and improve the store's activities are part of a business plan that meets modern market requirements.

For the comfortable functioning of the store, it is desirable to hire two shifts working sellers, a cleaning lady, sometimes a security guard is required. Some functions can be performed by sellers themselves. Accounting is usually carried out by the owner of the store. The seller's duties also include monitoring the quality of beer, the cleanliness of equipment, containers, premises and surrounding areas.

Legislation

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How to open a pub from scratch: market analysis + 5 reasons to open a pub in your city + legal aspect + search for premises and equipment + how to promote a pub + financial plan.

Beer is the most popular alcoholic drink in the world. In order to drink it, they do not look for special occasions and expensive restaurants, while the assortment surprises with a variety of tastes and prices.

Today, the beer industry does not stand still, and many aspiring entrepreneurs strive to open a beer shop in their city.

If you are also interested in how to open a pub, read our detailed guide.

Market analysis is the first step to opening a pub

A competent businessman will never risk his money until he analyzes the current situation in the market. This will avoid many problems in the future, such as high levels of competition or insufficient demand.

Therefore, the first step to ensure that, should be a market analysis, which includes. What does it include?

No. 1. Demand and consumer preferences.

Find out how popular your business will be, whether they drink foamy alcoholic drinks in this city or area, or if wine is more popular, for example.

To do this, use all the methods available to you:

polls,
questioning,
look it up on the internet, after all.

No. 2. Competitors and market saturation.

Walk around your chosen area (where you are going to open a pub) and carefully study the competitors: how many there are, what drinks they sell, how busy they are in a particular period of time, what kind of advertising they use, etc.

No. 3. Prices for beer and related products.

Pay attention to the prices at which beer and other similar products (kvass, cider, etc.) are offered. All possible options should be taken into account when analyzing: from store-bought bottled beer to exclusive - from. This will help you to price your product in the future.

No. 4. Buyer income.

A controversial indicator, but it can be a great help in choosing the price segment of a product. Since the incomes of people in different cities or even districts of the same city can vary greatly, this can play a decisive role in choosing beer to sell.

In general, there are a lot of indicators for analysis. Depending on your particular case, you can add or remove some items.

If you do not have a specialized education to conduct such a study, you can contact a marketing agency. The most famous and reliable are presented on the site https://www.pikmarketinga.ru The services of such companies will cost you from 15 thousand rubles.

The situation on the "beer" market today ...

Before you open a pub, pay attention to the statistics of the consumption of alcoholic beverages:

In Russia, beer is the most popular alcoholic drink among all age groups. Therefore, the beer industry shows constant development. Every day in large and small cities new ones open, pubs, stalls, etc., which offer a huge range of foamy drink.

But, despite the high saturation of this market, a novice entrepreneur has a chance to become the first. As a rule, we are talking about small towns or villages where the culture of consumption of foamy drinks is slightly different, but people are already ready to accept a new format of establishments - shops where they sell beer on tap.

However, in a metropolis, you also have a chance of success if you find a place with good traffic and take care of high-quality marketing.

However, statistics say that in large cities such as Moscow and Novosibirsk, up to 50% of beer is sold on tap, while in some towns this figure fluctuates between 2-3%.

That is why it is so important to analyze the market at the initial stage of opening a pub.

The general indicators in the beer industry are as follows.

In 2017, beer consumption per person was about 50 liters.
The main fans of the foamy drink are men aged 18 to 55 years. However, women are also given a choice: weak light varieties, fruit fillers, etc.
Solvency and marital status practically do not affect the "beer" demand.

Given the current picture, beer is the most promising alcoholic beverage to start a business.

5 reasons to open a pub in your city

If you want to open a pub, but still doubt its prospects, we invite you to evaluate 5 advantages of the beer business:

Beer is a favorite drink for people of all ages.
In order to open a pub, it is not necessary to have a specialized education, the main thing is to take the matter seriously and study as much information on the topic as possible.
The relatively low cost of goods reduces losses in case of force majeure situations.
Although the demand for foamy drinks is seasonal, it still allows you to make a profit even during a period of stagnation.
You can open a pub in any city, regardless of its territorial location.

The legal aspect of the issue, how to open a pub

When market research has shown that the idea of opening a pub has the right to "life" in your city, you can proceed with the legal registration of your business.

Let's talk about how to open a pub on paper, i.e. what documents and how to prepare.

We note right away that it is not easy to legally register a pub. A large package of documents must be collected.

It includes:

Documents for registering a case
Documents for the premises for a beer store
EGAIS and cash register
Alcohol Declaration

Let's consider each item in more detail.

a) Documents for registering a pub as a new business.

To open a pub, you can register an LLC. This option is relevant if you plan to sell beer in bulk and expect high turnover. For retail sales to individuals, registration of IP will be enough.

You can choose the following OKVED codes:

You can read more about the registration process here: https://www.nalog.ru/rn77/ip/interest/reg_ip/petition

b) Documents for premises for a beer shop.

To open a pub in a building, you must have a lease agreement or documents confirming ownership.

note that the total area of the store (sales area + warehouse) must be at least 20 sq.m.

The room must comply with all sanitary standards and requirements (SanPin 2.3.4.021-94).

Therefore, before you solemnly open the pub, you need to get the following conclusions:

In addition, the presence and proper design of the consumer's corner is mandatory. The following documents should be publicly available:

To obtain permission to open from the State Fire Supervision, you need to install a fire alarm and hang an evacuation plan in an accessible place. A fire safety log is also required.

c) EGAIS and cash register.

EGAIS is:

To implement, connecting your pub to the system is required. You can read more about this on the official website: https://egais.com

In addition, it is imperative to register the cash register and obtain the relevant documents for it - a passport, a service agreement.

d) Documents accounting for the turnover of alcohol.

An alcohol declaration is a document that records the volume of production and turnover of alcoholic products in the Russian Federation. It is filled out on the basis of the alcohol register and submitted quarterly to RosAlkogolRegulation.

The alcohol register is filled in by the beer vendor daily (or no later than the next day) based on the number of beer sales.

Pub room and necessary equipment

Finding the premises where you plan to open a pub is a very important and crucial step in the process of opening a pub. After all, its success depends on the place where the store will be located.

Experts advise looking for a place for a pub in residential areas with high traffic. Those. you need to choose a place where people live, but do not work in any way. Be guided by the fact that beer is most often bought to enjoy it at home with your favorite TV series or in the company of friends.

By law, draft alcohol cannot be sold in stalls or kiosks; the room must be stationary. The most suitable places will be places in shopping centers, basement floors of new buildings or separate buildings.

Important ! A beer shop cannot be opened at a distance of less than 100 meters from kindergartens, schools, hospitals, stadiums, cultural or military facilities, etc. It is also prohibited to place a beer house in crowded places.

In the premises you have chosen, a place must be allocated for a warehouse and, in fact, a store. The total area for a point that sells 10-12 varieties of draft drink must be at least 20-30 sq.m.

The average cost of rent for a store with an area of 25 sq.m. is 50 thousand rubles, but depending on the city chosen, it can vary from 20 to 100 thousand rubles.

To open a pub, you will need to purchase the following equipment:

Name	price, rub.	Quantity, units	Cost, rub.
Total:			239 800 rubles
Cooler for 6 circuits	33 700	2	67400
CO2 bottle with pressure reducer	11 200	1	11200
Intake head	2 500	12	30000
Column for 12 taps	6 000	1	6000
Defoamer	3 500	12	42000
Tap	2 100	12	25200
Accessories	5 000	1	5000
Hoses and fasteners	3 000	1	3000
Refrigerator for fish, snacks, etc.	25 000	1	25000
bar counter	15 000	1	15000
Other furniture	10 000	1	10000

The installation of the equipment is carried out by the company that sold it. Also, in order to save money, you can rent equipment from local suppliers. This option is suitable if you start with a small store, but in the future it is desirable to acquire your own equipment.

We are looking for suppliers for beer

The quality of the products provided, its price and the popularity of your beer store, in general, depend on the choice of suppliers.

To purchase goods, you can use the following options:

Buying beer directly from the manufacturer. This option is suitable if the supplier is a local manufacturer.
The services of distributors will be needed if draft beer is brought from afar.

You can choose one option or combine them depending on the selected assortment.

What to look for when choosing a supplier:

The supplier must sell primarily beer and related products, not everything.
Reliable companies will always bring the ordered goods directly to the store, but will never offer you to pick it up yourself.
The manufacturing company must be well-known and have a good reputation.

Assortment in the new pub

Before you form an assortment, you should find out which alcohol is popular on the local market.

As a rule, in a pub with 10 types of beer, 6 are beer of local producers, unpasteurized and unfiltered (it is also called “live”). Such a drink has a short shelf life, and it does not make sense to carry it from afar.

Other types of foam are imported, premium varieties with a long shelf life. But do not carry beer from afar, this will increase the cost of transportation.

In addition to those listed, expand the range of other drinks - kvass, cider, lemonade. Pay attention and give them a separate place in your pub before you open a beer shop.

If you're planning to open a pub with a lot of snacks, pay attention to how they pair with the main food.

Search for staff in the pub you want to open

Personnel must be selected with great care. The seller in a pub (it does not matter - a man or a woman) should be smiling, attentive, clean and, in general, win over customers. Education does not matter much, but training in cash accounting is necessary.

For one pub with a work schedule from 10:00 to 22:00, you will need at least two sellers with a salary of 30 thousand rubles. per month.

Also, you, as a manager, need to make sure that your staff has health books before you open a pub and start selling alcohol.

How to promote your beer from scratch?

When you already know how to open a pub, a new question arises: how to promote it?

Let's say right away that we need to act comprehensively here:

Start with a bright, backlit sign, as beer is most often bought at night.
Also hire a promoter to hand out flyers in public places.
At the initial stage, come up with promotions and pleasant bonuses for new customers.
Delight customers with special offers and a cumulative discount system.
Provide information and reviews about you on the Internet.
Run promotions and sweepstakes on social networks.

And remember: a good reputation is the key to success, because one satisfied customer will bring you two new ones, and one dissatisfied customer will take away ten.

Business. Draft beer.

How much does it cost to open a beer store?
Main items of expenditure.

Detailed financial plan for a beer store

In order to open a pub, you will need a rather big initial investment. Of course, the biggest investment you will make is in the purchase of equipment. But this is far from the only voluminous item of expenditure.

Below is a sample start-up cost estimate:

As you can see, in order to open a pub, you will need an initial investment of 600,000 rubles. Do not forget that until you reach self-sufficiency, monthly expenses will also have to be covered from the available start-up investments.

According to statistics, the average income of a small pub in spring and summer is 250-300 thousand rubles, while in autumn and winter the monthly turnover decreases to 200-250 thousand rubles.

With such indicators, the beer will pay off in 6-10 months, depending on the season. The best indicators will be if you open a pub in the season, i.e. in summer.

We hope that in this article you have found the answer to the question of how to open a pub, and now you understand that the success of your business will depend entirely on the decisions you make, good location, reliable suppliers, quality assortment and good staff.

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Draft beer is superior in taste to bottled counterparts. The absence of pasteurization makes the taste brighter and richer. The first such stores, which began to open several years ago, became popular among the population despite the rather high cost of this product.

Demand for beer is growing steadily. This industry is one of the few that is not affected by the crisis. Its cost remains lower than for strong alcoholic drinks. In addition, hot weather encourages consumers to opt for a foamy drink. Therefore, such an idea, how to open a pub from scratch, attracts many businessmen.

Legal requirements

Legal registration of the seller

Before opening a draft beer store from scratch, you need to familiarize yourself with the legislation governing this field of activity. The seller must register a legal entity (LLC) or individual entrepreneur. If the product range includes wine and spirits, then IP will not work.

Retail sale of intoxicating drink is not licensed. What you need to open a draft beer store is to have OKVED codes that allow the sale of this category of goods. Since mid-2016, new codes have been put into effect. A company or individual entrepreneur that started work after this date must have the following codes: 47.25.1, 47.25.12, 47.11.2. If you plan to open a beer shop bar, then you need the code 56.30.

If the organization was previously registered, but was engaged in another business, it is necessary to notify the Federal Tax Service about the addition of new activities. To do this, fill out the following forms:

for IP R24001;
for LLC R13001 or R14001.

Store Requirements

Opening a live beer shop is not possible everywhere. Similar trade is prohibited in the territory:

kindergartens, schools, polyclinics and hospitals;
sports facilities;
public transport and stops;
railway stations, airports;
markets;
filling stations;
concert halls;
military facilities.

Trading in temporary kiosks and tents is prohibited. What you need to open a beer store is to find a full-fledged room that has a foundation, walls, and a roof.

It is legally prohibited to sell any alcoholic beverages at night (the ban is valid from 11 pm to 8 am). In addition, it may not be sold to persons under the age of 18.

Equipped premises for a draft beer shop

EGAIS

The state system for controlling the production and circulation of alcohol obliges companies and individual entrepreneurs who purchase and sell intoxicating drinks to join it. A log of the turnover of alcoholic products is kept daily and a declaration is submitted monthly. All information, instructions are presented on the official website of EGAIS. Before opening a beer outlet from scratch, you will need to connect to the system and issue a digital signature.

Cash machine

An enterprise that sells beer on tap must buy and register a cash register. This regulation applies to all companies and does not depend on the applicable tax regime.

Obtaining permits

Registration of a draft beer store involves obtaining certain documents authorizing its operation. Working without a full package of papers is fraught with fines and closing the outlet.

The list includes:

statutory documents of the company (IP);
contract for the lease of premises;
conclusion of the fire inspection;
conclusion of the SES;
employment contracts with employees;
health books.

If the beer spill will be carried out in the mall, a permit for implementation is required. When operating a point on the street, you need to obtain permission from the local administrative authorities.

What does SES pay attention to?

Before you open beer for bottling from scratch, you need to bring the premises in line with the requirements of the SES. Walls should be tiled or painted. Lay a moisture-proof coating on the floors. It is necessary to ensure daily wet cleaning. It must be remembered that the store must be equipped with good ventilation.

Getting permission from the fire department

Decorating a beer store involves a visit from a fire inspector who checks for a fire system, an evacuation plan, and an emergency telephone number. There should be an instruction on fire safety measures and a log of the briefing of employees.

To open a beer store from scratch, you need to take care of the availability of an emergency exit. Without it, the inspector will issue a negative conclusion.

How to start

Step-by-step instructions for opening a draft beer store begins with preparation, which allows you to calculate the costs, determine the development strategy.

It is important to write a business plan for a draft beer store.
Get the required package of documents.
Find a room and sign a lease.
Buy equipment.
Select a supplier and sign a supply contract.
Hire employees.
Think over advertising and produce materials.

Until the point begins to function, it is difficult to determine which assortment will be the most profitable. Therefore, it is necessary to keep statistics in order to make the necessary adjustments after a year of work. The importance of statistical accounting and analysis is related to the very short shelf life of draft beer. It does not exceed 5-7 days. And the presence in the line of varieties that are not in demand will lead to large financial losses. The optimal number of species in the line is up to 25 pieces.

Another nuance that entrepreneurs should take into account is seasonality. The beer shop business generates minimal income during the winter. Some businessmen prefer to close the point for this time. The summer period can bring superprofits.

Pricing

When opening a beer business from scratch, you need to decide on the assortment and pricing policy. The value of the trade margin directly depends on the category of intoxicating drink. The higher the purchase price, the lower it is. For goods of Russian manufacturers, it can be up to 100%, and for imported goods - no more than 25-30% per liter. The retail price averages 60–250 rubles. It is important to consider the purchasing power of consumers.

Equipment

For a beginner, it is more convenient to conclude a contract with a supplier of beer from one manufacturer. In this case, you can count on free equipment for a beer store. The distributor will offer the necessary promotional material, which will save on its production. Another way to save money is to rent equipment.

The peculiarity of the equipment is the need for regular maintenance. If the contract with the supplier does not include preventive maintenance, these costs must be included in the budget.

Before opening a draft beer outlet, you need to purchase (rent) the following equipment:

cooler;
a counter for installing beer taps;
filling mechanisms;
hoses;
bar counter;
special packaging - kegs;
gas cylinders;
reducer;
refrigerators;
show-windows for placement of the accompanying goods.

Purchase of drinks

A draft drink store may offer a range of different brands. Purchase can be made from distributors or from the factory. Buying directly from the factory is beneficial only if there is a high demand for beer. This option is more suitable for chain store owners. To supply one point, you need to find distributors that sell drinks in small bulk.

Design

What does it take to open a draft beer store? It is required to take care of the appearance of the institution. It is no less important than the range.

The point of sale of draft beer requires not being limited to painting walls and arranging furniture. An appropriate atmosphere must be created. Standard repairs should be supplemented with appropriate paraphernalia. For example, beer mugs, kegs, thematic paintings or photographs. Dark wood finish available. To create a relaxing atmosphere, the lighting should be subdued.

It has become quite fashionable to decorate stores in the opposite way, creating well-lit rooms with bright color schemes.

The store should have a bright and memorable sign. In the absence of your own imagination, you can contact an advertising agency, where they will help you develop a corporate identity. A bright name will help save on advertising promotion of the point.

Financial investments

An important component of every business is understanding the amount of investment and future income. How much does it cost to open a beer outlet?

The amount of investment directly depends on the city, the range and purchase price of beer drinks and snacks, and retail space. How much does it cost to open a beer store? The minimum costs include (thousand rubles):

legal registration - 10;
repair - 80;
monthly rent - 40;
purchase of equipment - 180;
advertising - 10;
purchase of a batch of beer and snacks - 100;
the monthly salary of two salesmen is 40.

What does it take to open a brewery? Have a budget of about half a million rubles. Monthly expenses will amount to about a quarter of a million rubles.

When opening a point in a metropolis, 500 thousand rubles. will not be enough. How much does it cost to open a draft beer shop in a major city? It is necessary to expect that the minimum budget will be three times higher.

Payback

If investments do not exceed the specified values, then the average revenue per day should be 9 thousand rubles. If the average purchase is 250 rubles, there must be at least 36 buyers per day.

Since the maximum profitability of the beer store falls on the hot season, the opening of the outlet should take place in the spring. By the summer, it will become quite recognizable among buyers.

If we take into account that a liter of intoxicating drink costs 60 rubles, and during the season the daily sale is approximately 200 liters, then the monthly revenue will be 360 thousand rubles. That is, the store will pay off in less than two months. In some cases, the payback period can be even faster. But there are unsuccessful projects in which the profitability of the “draft beer” business is minimal.

Opinion of experienced entrepreneurs

Those who consider draft beer as a business leave positive reviews. It is important to choose the right place and offer an assortment that differs from competitors. Despite the fact that the number of outlets is increasing every year, there are growth prospects. You should not consider this type of business as a random one that can bring a lot of money.

How to open a beer store for bottling? It is necessary to think over positioning, pricing policy, analyze the activities of competitors. It is useful to put yourself in the place of the consumer and think about the expectations of the new store.

A well-thought-out business plan for a bottling beer store will allow you to organize a business using the funds raised. What will be a serious advantage for young entrepreneurs who do not have sufficient finances.

When the point is organized, you can offer customers the service of buying their favorite drink via the Internet. The created site will become a good advertising platform. In addition to the information component, it is worth adding a “draft beer shop forum”. That will allow you to conduct surveys, monitor the wishes of buyers. The loyalty program for users will be an incentive to track promotions and new products, leave reviews.

Buying a business

When businessmen do not want to spend time organizing the store and obtaining documents, they consider the idea of acquiring an already functioning business. It is difficult to say unequivocally how good this idea is. Obviously, a good business that brings a stable high income cannot be cheap. And there are not many offers on the market.

Some merchants build a business on the organization of a point with the aim of its further resale. Often the store is just starting to work, not having fame and stable income. The sale of a beer store is interesting for its owner, so he will try to talk about all the advantages, hiding the disadvantages.

But one cannot conclude that only unprofitable stores are offered for purchase. Among all the offers, you can choose a worthy option. Do not rush to buy, you need to carefully study the options you like. The basis for the analysis are the points:

the period of operation of the store;
how many owners it had in the entire history of the work;
how long the offer to sell has been posted;
reasons for looking for a buyer.

If you managed to find a suitable one from all the offers, you should ask the seller:

lease contract,
sales reports;
all reporting documentation on financial activities;
contracts for the supply of drinks and snacks;
equipment documents.

All factors must be considered together. Since the long period of sale of the store does not always indicate its unprofitability. Perhaps the seller from the very beginning greatly overestimated its value, and then began to slowly reduce it. Or the offer was placed on a small number of resources with a poor description.

What to look for when buying a ready-made business

The standard reasons for the sale, which are indicated in the ads, are:

changing of the living place;
change of business profile;
lack of time for management;
personal problems.

They may be true, but you don't have to trust them unconditionally. A newcomer runs the risk of buying a business that is obviously illiquid. An experienced person who already has a draft drinks business is well aware of the pitfalls and knows how to analyze papers and information.

The lease contract should be reviewed for duration and monthly payments. And you should also contact the suppliers to find out if there are payment arrears.

You can find a profitable offer, you just need to know that:

the cost of a profitable store is high;
you can’t take the seller’s word for it, you need to study all the papers and contracts in detail;
you should check whether there are any debts to the lessor and suppliers.

Trading intoxicated drink on tap is quite simple. But the profitability of a draft beer store, as a business, can be zero. Usually this is due to errors in choosing a place and customer focus.

It is important to control the quality and freshness of the product. A bad product will lead to a loss of consumer confidence.