How to open a draft beer shop? How to open a beer store from scratch: step-by-step instructions for opening a draft beer store.

To date, people have invented great amount ideas that allow you to create your own business. This is a kind of philosophy that helps to achieve financial independence from routine work or from public service.

Business is created for the sake of individual enrichment, therefore, each of its branches has a huge number of entrepreneurs competing with each other. To overcome the competition, a new player should come up with something of their own, something unique, or add their own flavor to what already exists.

Any business plan starts with an idea, such as setting up a store that sells beer on tap. Lately such small businesses projects began to bring big profits, especially on hot days. This business has its pros, cons and risks. A store business plan will help to take into account all these aspects. draft beer in 2016, in which it will be possible to review the milestones and salient features that require attention.

So, we can highlight the main steps on the way to creating your own draft beer store:

1. The administrative-legal form in which a new enterprise should be registered is an individual enterprise.
2. Choosing a store location and renting a room.
3. Registration of cash registers.
4. Receipt required permissions from regulatory authorities.

Equipment

A draft beer store will require an impressive amount of necessary equipment, ranging from refrigerators to special taps that will take beer out of cylinders under pressure. It is also necessary to install a special climate control system. In sum, all of the above devices and systems will be very expensive. Therefore, to make a purchase of your own equipment not worth it. It will bring nothing but costs.

The easiest way to get all the necessary equipment is to sign a contract with a certain beer supplier or brewery. Provided that the store sells only beer of this brand, the supplier company will provide the store with its equipment, because this or that company is interested in sales growth.

You should use the equipment very carefully, since all breakdowns will have to be repaired out of your pocket. Once a month, you should invite a specialist who will set up the equipment for its correct operation.

Store location

An important point in the business plan of a draft beer store is the choice of location. Sales and demand for the store's products will directly depend on this factor. So many entrepreneurs who want to conquer the pinnacle of the beer business have "lost" because of the wrong choice of store location. Therefore, this issue must be taken very seriously.

The success of a business depends on people's commitment to the store. It is worth remembering one simple rule: people drink beer to relax and have fun. From this we can conclude that a draft beer store should not be opened somewhere in a work or business center. In such places, people will be busy working, not thinking about beer. Best of all, such a store will take root in a residential area. In it, people do not work, but live. Therefore, in the evening you can see a large crowd of people.

You do not need to use the basement room to place a store there. A basement is a basement. Such a store will never receive permission from the fire and sanitation services. Plus, the residents of the house will be extremely unhappy with such a neighborhood, which is located right in the basement of their house.

Marketplace area

Organization trading platform should be the most knowledgeable. The store should present itself, then people will want to buy something in it. The store area must be at least 50 square meters. In this area there is where to turn around. In such a store, it will be possible to fit more than 40 varieties of different beers. In addition to beer, the store sells goods for beer.

A store that will best meet the needs of customers who want to drink beer and eat salted fish will be very popular among residents of a certain area.

Do not forget about the decent design of the store. A person who comes to such a store should not forget why he came, but he should get lost in the amount of goods that are presented in the windows. Such an effect will be achieved when the interior of the store matches. Special lighting, places for comfortable rest, enticing shop windows - all this will contribute to the process of business development.

Required personnel

The staff for the draft beer shop should be recruited through recruitment. Employees must work in shifts. The process of organizing the shifts themselves should be decided by the entrepreneur himself.

In the very standard version The staff should include the following:

1. Each shift must have at least one salesperson. Therefore, it is better to hire four. Two will work one shift, the other the next. The main task of the seller is to sell beer and monitor the health of the equipment. Thus, the salesperson is the eyes and ears of the director.
2. Security guard. Enough for two people. Security guards will work mostly at night when the store is closed. However, if the store will work around the clock, the guards will be replaced every other day. Therefore, it is better to hire three people at once for this position.
3. Cleaner, accountant.

Markup on beer

Draft beer will always be much more expensive than its bottled counterpart. This is because draft beer is distinguished by its quality and taste, unlike bottled beer. Therefore, the quality of beer must be constantly monitored. The quality of beer is the key to profit.

Chir concerns cheating, it is 100% for products of a domestic manufacturer and 30% for all other goods. But quality is the main thing. If it is absent, then no cheating on beer will save the business from decline.

Income and expenses

Statistics show that such a business can be developed if you invest about 1 million rubles in it. Most of the amount will be used to pay rent, and the rest to purchase equipment, furniture and other necessary things. Do not forget that the sale of beer is a seasonal business. Therefore, in winter, it may not bring any profit at all. But let's not talk about sad things.

If we take into account the fact that the equipment will be delivered by the beer supplier, then the initial costs can be reduced several times.

As practice shows, such an enterprise pays off after a month of work.

Conclusion

Small beer shops can only be found here. In European countries, people are accustomed to consuming a beer product exclusively in pubs. You can open a draft beer store business in any city and spend a fairly decent amount, which will be used to promote it. All these features make the beer business industry one of the most popular today. All invested money will be multiplied within the first month and will bring excellent profits.

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 level competition or lack of 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 whether 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.

Number 3. Prices for beer and related products.

Pay attention to the prices at which beer and other similar products (kvass, cider, etc.) are offered. Everything must be taken into account in the analysis. possible options: 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 income of people in different cities or even areas of the same can be very different, this can play a decisive role in the choice of 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 consumption statistics 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 huge assortment 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 show that big cities, such as Moscow and Novosibirsk, up to 50% of beer is sold on tap, while in some settlements this figure fluctuates between 2-3%.

That is why it is so important to analyze the market for initial stage pub opening.

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:

1. Beer is a favorite drink for people of all ages.
2. 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.
3. The relatively low cost of goods reduces losses in case of force majeure situations.
4. Although the demand for foamy drinks is seasonal, it still allows you to make a profit even during a period of stagnation.
5. 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 machine
• 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 individuals IP will suffice.

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, it is mandatory to have correct design consumer corner. The following documents should be publicly available:

To obtain permission to open from the State Fire Supervision, you need to install fire alarm and hang the 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: http://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 seller of the pub daily (or no later than 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 in shopping centers, ground floors new buildings or individual 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:

1. The supplier must sell primarily beer and related products, not everything.
2. Reliable companies will always bring the ordered goods directly to the store, but will never offer you to pick it up yourself.
3. 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 highlight them separate place in your pub before you open a beer shop.

If you are planning to open a pub with large quantity appetizers, pay attention to how they are combined with the main product.

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 of great importance does not have, but it is necessary to conduct training on cash accounting.

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, it appears new question: how to spin 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. 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, reliability of suppliers, quality assortment and good staff.

A new area in the business that is rapidly rising is the sale of draft drinks and more and more people want to learn how to open a draft beer store from scratch.

Let's be frank, so it would probably not work out completely from scratch. You can’t come to the store and get food without giving money. However, today it is difficult to imagine a business that requires less investment than draft beer, and we will tell you how to open it with minimal investment.

How much can you earn in a draft beer store?

Your personal income per sold liter of beer will be approximately 40% - 50%. This is very cool! For example, on most food markup is only 10% - 20%.

It all depends on you, of course. From the place you choose, from how you communicate with customers, from the beers you order. But let's just say, in a draft beer store, in a year it is quite possible to earn 100,000 - 200,000 rubles net. By the standards of 2016 and most likely 2017, 2018, 2019, this is very good money. There are those who earn 350,000 rubles a month, but to reach this level, you will have to try hard and put your whole soul into it.

Pros of opening a draft beer store

Let's disperse your interest in this business a little and talk more about the pros.

• Affordable shop equipment, which will be partly provided by your beer supplier.
• High net profit.
• Beer is one of the most popular products that people will still take, despite all sorts of crises and so on.
• A small group of goods for purchase. Perhaps you do not think this is a plus, but in vain. The fact is that if you decide to open a small food store, you will have to purchase enough large group goods and it will turn out that one thing is over, then another, and everything needs to be in stock. One gets the feeling that you seem to be earning, but all your money is in circulation. With draft drinks, the situation is easier. 10 - 12 pints of different types of beer, nuggets and bottled beer, in principle, not so much and it is easier to feel your personal income from this.
• Low cost of entry into the business.
• Fast payback period.

There are also disadvantages

• Draft beer spoils quickly (7-10 days)
• You can trade only until 23.00 and persons over 18 years old

Another important information!

1. You don't need an alcohol license to sell draft beer
2. Individual entrepreneurs can sell draft beer
3. You will need to submit information to EGAIS on the volume of purchases.
4. To trade draft beer (and beer in general), the size of your premises must be at least 50 square meters. meters. It does not have to be a trading floor, 50 sq. meters can enter the total area together with the warehouse.
5. It is better to open in season (summer). The ideal opening month for such a store is March-April.

What is required for the sale of beer and draft drinks.

Premises for a draft beer shop.

Most importantly, the premises you have chosen should not be located in cultural buildings, schools and kindergartens, gas stations, railway stations, military installations and sports facilities.

Let's look at the most popular options for renting premises for draft beer shops:

Rent in a grocery store format near the house or in grocery stores - 40,000 rubles a month

Rent in a chain grocery store - 80,000 rubles a month

win commercial premises from the Moscow government - 60,000 rubles per month + repair 500,000 rubles

It is clear that the prices are relative and averaged, but let's look at each option in more detail.

Rent in a grocery store format near the house or in grocery stores

Many owners of convenience stores are not averse to renting out a couple of square meters. For the first time, 5 - 10 meters will be more than enough for you, and this can cost you 30,000 - 50,000 rubles. per month. There are still a bunch of grocery stores where you can also rent a room for example with the same price tag.

The advantage of this option is a small price.

Cons, not always high traffic, it may be difficult to install a sign and you will always be a guest inside someone else's business.

Rent in a chain grocery store

Pyaterochka, Magnit, Lenta, Seventh Continent and others are actively renting out square meters at the entrance, and draft beer departments are also often installed in them.

You are practically guaranteed high traffic, but this option will cost a lot. This option can cost 60,000 - 90,000 rubles. per month.

Win a retail space from the Moscow government

In this figure, we see that a room of 57 sq.m, in the center of Moscow, costs 367,000 rubles. per year, or 30583 rubles per month. With timely payment, the premises are given to you for 10 years.

The Moscow government is ready to allocate you a retail space for a period of 10 years and it is worth saying that sometimes very good options come across. Most importantly, pay on time.

However, most of these premises are in a terrible state and require repair. Given that you need at least 50 sq. meters, repairs will cost 1,000,000 rubles at best. However, if the selected room is not killed in the trash, there is a chance to meet 500,000 rubles.

Another plus of this option is that having rented a room in this way, 20 sq.m will be enough for the needs of a draft beer store, the rest of the space can be subleased.

Equipment and furniture for draft beer

It may seem surprising to you, but for draft beer it is absolutely not necessary to buy equipment. Most often, it will be provided by the beer supplier. Everyone has different conditions and equipment is also different, but it is still possible to find suppliers with very interesting offers. Yes, by the way, the installation of this equipment is also done by beer suppliers.

You will have to buy furniture yourself. If you open chain store, then you will have to meet the specified quality standards, this option can cost a pretty penny. If you are not dependent on networks, then for the first time you can easily get by with just one rack on which the cranes will be placed.

You can search on the Internet and find quite a few offers where they will do it for you within a week. ready kit all necessary furniture. This option can cost 50,000 - 100,000 rubles.

However, in order to maximize savings, there were also such examples when boards were simply bought on construction market and independently, in the garage, a beer stand was made with his own hands. It all depends on you, but it is quite realistic to meet 20,000 - 30,000 rubles.

Beer in kegs

On average, one keg with a capacity of 50 liters will cost you 2000 - 3000 rubles, expensive varieties naturally more expensive.

For the first time, 6-7 taps + 2-3 taps for kvass and lemonade will be enough for a small draft beer store. You will also need to stock up on snags. A pack of snakes, which costs 80 rubles in retail in a store, will cost you 60 rubles in wholesale.

In total, it will take you around 30,000 - 35,000 rubles for the beer itself and goods.

How much will it cost to set up a draft beer store?

And now let's calculate the option at the lowest cost.

Let's imagine that you work as a seller yourself and do not use the services of hired personnel. If you do not have the opportunity to stand behind the counter, then you need to lay another plus 25,000 rubles a month for the seller.

It is better to immediately take into account the rent for several months in advance. The approximate payback period for a draft beer store is 3-6 months. Well, let's say that everything went well for you, and you reached the break-even point (began to pay off the rent) already in the 3rd month.

Registration of IP - 10,000 rubles

Rent - 120,000 rubles (3 months)

Rack - 25,000 rubles

Purchase - 30,000 rubles

The total amount is approximately equal to 185,000 rubles. Round it up and add any unaccounted expenses and get 200,000 rubles.

From the point of view of the question of creation own business, 200,000 rubles is a penny sum. Yes, that kind of money is not lying on the road, but what area can you remember where entry would cost less money?

Today, opening a draft beer shop is perhaps the best idea. You can remember how in the middle of the zero years the tourism market was gaining popularity, and everywhere opened travel agencies. Many small, private agencies opened, some of which soon closed, and some continue to provide well for their owners to this day. Now about the same, reigns in the market of draft drinks. Points of sale of draft beer are opening everywhere, some of them will close, unable to withstand the competition, others will turn into a strong business for many years to come. Especially enterprising ones will be able to develop in the network and compete with existing ones. grid companies. So - what you need to seize the moment!

Do you like beer and dream of your own business for a long time? The idea of ​​​​pursuing a business that you like can be successful, even if you start it from scratch.

To your attention step-by-step instructions for opening a draft beer store.

Beer trading is a profitable business. At least that's what the statistics say.

Monthly earnings from one medium-sized point is summer period about 300 thousand rubles.

A well-organized, similar business functions perfectly even outside the “hot” season, bringing the owner almost the same income. Inspiring, isn't it?! True, in order to create a truly successful beer store, you have to work hard. First of all, with the design.

Consider how to open a beer store from scratch on your own and what it takes to open a beer store. Step-by-step instructions from the owners of such a business, taking into account administrative and organizational nuances, as well as secrets successful sales, at your service.

Where to begin

Big or small shop you are going to open, depends on the desire, budget and demand in the region.

Difficulties are not to be feared. They arise during the implementation of any business.

By competently planning everything and predicting possible "deviations from the course", it will be possible to avoid unnecessary waste of time and money. Having decided to open a beer store, make sure that the business plan is correctly drawn up.

The complexity of managing a store, along with the risks, increases in proportion to the scale of the business.

What documents are needed to open a beer store? In order for the profit from the activities of your store to flow like a “beer” river, you should initially:

• register an activity (not an individual entrepreneur);
• to become registered in off-budget funds;
• obtain permission to trade in beer;
• build relationships with the sanitation station / firefighters;
• legalize the cash register.

Then you should act according to the previously developed business plan. It describes in detail the scope, principles, methods of implementation and promotion of activities. Be sure to conduct a market analysis, determining:

• key competitors;
• target audience;
• the approximate number of customers that you can attract at first;
• acceptable work schedule.

If you have experience or at least an understanding of the aspects entrepreneurial activity, you can try to write a business plan on your own, based on the materials of the article, or based on a similar document with calculations from the Internet. Otherwise, it makes sense to order the development of a detailed individual “instruction” for your activity from professionals.

We comply with the law

The legislation of the Russian Federation prohibits the sale of alcoholic products in the following places:

• educational institutions;
• medical institutions;
• markets;
• transport stops;
• stations;
• non-stationary trade facilities;
• stalls and kiosks.

At the same time, beer can be sold in the time interval - 8-23. And only for organizations! The advantage is the ability to switch to a simplified taxation system, therefore, save on paying taxes on the property of the enterprise, profit, value added. For such trade, the code is used - 52.25.12 "Retail trade in beer".

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Institution format 2016

The format of the institution may be different:

• sale of bottled / canned products;
• sale of a draft drink;
• 50 / 50.

Naturally, the first option will require the least effort. However, the competition in this segment is much higher.

“Live” beer is sold by specialized stores in the amount of only 11% of the amount of the drink produced in the country, which cannot be said about bottled beer.

Almost every more or less large supermarket sells it.

At the same time, experienced entrepreneurs argue that right approach the organization of a store selling beer on tap will not be too difficult. At the same time, the income from such activities is higher.

Point of sale of draft beer

The fact is that retail beer and draft products are two big differences, as the inhabitants of Odessa say. It's not just about different audiences, but mainly about the perception of the drink itself. Draft beer is made of higher quality, which is why it costs more.

Customers do not purchase such products spontaneously. They come to the relevant outlets on purpose - in order to taste the intoxicating drink, which differs in taste from standard bottled beers.

Take-away sales usually provide the bulk of sales. Therefore, appropriate conditions should be created for buyers so that they can conveniently deliver the purchased goods home.

At the same time, one should not forget about the comfortable atmosphere for the category of consumers who want to taste a glass of beer directly at the point of sale.

The room defines the audience

Let's figure out how to open a beer store on tap. Drawing up documents, in parallel, you can start looking for premises for a store. It doesn't matter where it is. The main thing is the inner atmosphere. Slowly drinking a glass of "live" beer is loved both in sleeping areas and in the center.

Be sure to consider the presence in the room:

• repair;
• communications;
• security alarm;
• infrastructure in the adjacent area;
• safe;
• equipment and furniture in the room.

The area of ​​the room is calculated depending on the number of cranes that are planned to be placed.

For 12 pieces, 12 squares will be enough. Do not forget that there should be a utility room and an area where it is convenient to place a couple of small sofas with tables.

An ideal store with a comfortable customer area and staff space where you can easily sell at least 20 beers will take up 50 m 2 , of which the hall will be at least 20 m 2 .

For a store of the indicated area, 4-5 people will need to be hired.

Beer shop space

It will be enough for a couple of sellers so that they can work in shifts without days off, a cleaning lady, an accountant, a security guard (if necessary).

Basements are taboo. This is due to two nuances. The first is a negative attitude towards such a “neighborhood” of the residents of the house. The second is the requirement of firefighters to have an emergency exit, which is simply not available in half of the basements.

Beer shop equipment

If you are new to the business, it is wise to take the easy route and work with one supplier for the first time. Distributor interested in brand promotion:

• provide their equipment;
• help with installation
• teach how to properly operate the installed units;
• provide promotional materials.

When, having worked a season or two, you "fill your hand", it will be possible to sign agreements with several suppliers. Most of them offer equipment for rent.

Beer equipment requires monthly maintenance, during which it is cleaned and tested. Do not forget to include this item of expenditure in the budget, unless, of course, this obligation has been assumed by the supplier.

"Hop" in assortment

It is not economically feasible to sell less than 15 varieties in a store.

It is better to divide beer into 4 categories from "economy" to "premium". So you will attract customers of all segments and increase the throughput of the outlet without much effort.

Initially, it is better to make an assortment of classic light and dark beers, as well as the most popular ones.

Worth it in advance marketing research(to communicate with suppliers, as well as the staff of similar stores, posing as a curious client). Gradually, having studied the demand and wishes of customers, introduce new varieties of products.

At the same time, it is important to observe the proportion in the ratio "price / quality". It is such a product that will have a stable demand, which means that it will bring a significant income to the store owner.

Try to focus on the "luxury" products. Of course you have to match. However, the image of a seller of high quality beer will play on you.

The trust of customers should not be lost in any case. Once having bought sour beer, the client will not return.

“Notoriety” on word of mouth will spread pretty quickly, and this will cast doubt on the success of such a “delicious” business.

In addition to beer, it makes sense to sell snacks, for example dried fish, chips, nuts. Permits (except for the quality certificate provided by the supplier) are not required for such products, which is very convenient. Practice shows that often a client does not go to another store for a similar product, even if the price for it is somewhat lower there.

Costs and income

How much does it cost to open a beer store? Consider how much money you need to invest to equip a small store (about 20 m 2) for selling draft beer. The costs will be:

• monthly rent and utility bills - 100-150 thousand rubles;
• equipment (if necessary to buy) - 250 thousand rubles;
• repair and decoration - up to 150 thousand rubles;
• advertising - about 100 thousand rubles;
• staff salary - about 50 thousand rubles.

Naturally, there may be other unforeseen costs. However, with reasonable savings, definitely invest in the starting 450-600 thousand.

As for the margin, for imported products it ranges from 30%, for domestic products - at least 100%. For a liter of "live" beer, the buyer pays in the range from 60 to 250 rubles. average. That is, the sale of one keg can bring earnings of about 2 thousand rubles. If the place is chosen correctly, and advertising is carried out regularly, then the money spent for the season can be returned. A well-promoted point with "running" products can bring up to 1 million rubles.

The beer trade is a seasonal activity. Using a thoughtful advertising campaign (tasting days, discounts on certain days, etc.), you can make a good turnover even in winter.

If the season turned out to be successful, you can safely plan the organization of a new point. When the scale of the business reaches a new level, there will be a great opportunity to purchase beer directly from the manufacturer. And then, for sure, the beer river will rapidly rush to high incomes.

Meat products are always in demand. In addition, there are niches that are still not occupied, but there is a demand for products. For example, rabbit meat. - let's talk about creating a rabbit farm. Detailed information: from equipping the site to selling products, read carefully.

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* Calculations use average data for Russia

1. PROJECT SUMMARY

The project involves the creation of a beverage store for bottling in a residential area of ​​Rostov-on-Don. The competitive environment in this micro-region is poorly developed, which means a low level of risks for the project.

Provide competitive advantages It is assumed due to the presence in the assortment of not only well-known and popular beers, but also less "promoted", which, however, have equal or even higher consumer properties.

The industry has a generally positive dynamics of development. Investment costs amount to 320,000 rubles. The main indicators of investment efficiency are given in Table. one.

Table 1. Key performance indicators of the project

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

The goal of the project is to create a retail outlet for the sale of low-alcohol and non-alcoholic drinks. The enterprise is located in the Northern residential area of ​​Rostov-on-Don, in a separate retail space on the first floor of a 10-storey residential building. The main objective of the enterprise is to provide residents of the area with high-quality and fresh drinks, as well as accompanying snacks. Price segment - "Average" and "Average +". The number of types of beer offered is 10, seasonally - kvass and lemonade. The location of the store is in the center of a massive multi-storey residential building.

The location of the store being created allows it to serve up to 20 residential buildings without competition. The market capacity can be determined using the following calculation: in the area there are houses with a height of 9 to 15 floors, with the number of entrances from 1 to 5, the number of apartments on the landing from 4 to 6; let's take an average house - 10 floors, 3 entrances, 5 apartments on the site and with an average number of residents in the apartment - 2 people. Let's get: If we accept that at least 10% of them regularly consume "live" beer, then we get a stable target audience of 600 people. Plus occasional shoppers, as well as holiday peaks.

An expedient organizational and legal form is the creation of an individual entrepreneur with a single tax on imputed income. Working hours - from 10.00 to 22.00 daily. The self-employment of the entrepreneur is assumed.

Beer has historically been one of the most consumed alcoholic beverages in the world in general, and in Russia and the CIS countries in particular. Beer is produced by alcoholic fermentation of malt wort with brewer's yeast, usually with the addition of hops. Malt is a product obtained by sprouting cereals, mainly barley. It is barley malt that is most often used in the production of beer.

At the moment, in the territory of the Russian Federation, the division into “live” and ordinary beer is widely used. At the same time, “live” refers to a drink that has not passed the pasteurization stage, which, as is believed, retains its high taste qualities. Due to the absence of this stage in the technological cycle of production, "live" beer does not withstand long-term storage; The recommended implementation time is usually 7-10 days. It is produced, as a rule, by relatively small regional breweries, distribution is carried out within a small territory in order to eliminate long-term logistics. The situation is opposite with drinks produced by the largest market players.

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The division of the market between "live" and regular beer occurs with a huge advantage in favor of the latter, according to various estimates from 90%/10% to 97%/3%. Nevertheless, it was "live" beer that caused the boom in small business a few years ago, when the geographical density of outlets for its sale exceeded all reasonable limits. Per last years there was a natural cleaning of this direction, a certain balance was formed. At the same time, the market growth rates did not decrease: the 4th quarter of 2014 showed record results in terms of revenue, and the 2nd quarter of the same year - in terms of profit. According to the results of the first three quarters of 2015, however, we can talk about a certain fall in the market - to the level of 2013.

Figure 1. Revenue and profit indicators for section OKVED 52.25.12 "Retail trade in beer" in 2012-2015 in Russia, thousand rubles (data Federal Service state statistics of Russia)

The main background for the development of the beer production market is the pressure from the state regulator - over the past five years, the excise rate has increased 6 times (from 3 to 18 rubles per liter), and the average retail price of a liter of beer has increased by 12 in the period from 2012 to 2015. %, up to 84 rubles per liter. In addition, the ban on the sale of beer through non-stationary outlets - kiosks, stalls, etc., also had its effect.

On the other hand, there are a number of factors that have a positive impact on market dynamics. According to experts, this is a more significant increase in prices for strong alcohol, as well as a change in the culture of alcohol consumption in favor of less strong drinks. The rating of regions by beer consumption is shown in Fig.2.

Figure 2. Shares of Russian regions in beer consumption, %

Thus, we can talk about the prospects for market growth even in the face of a difficult economic situation in the country and in the presence of certain risk factors.

3. DESCRIPTION OF GOODS

The company offers quality drinks at an affordable price. At the same time, the range is made up of both already popular beers, and little-known, but with high palatability. In addition to 10 sorts of the "Medium" and "Medium+" segments, it is also planned to divert two taps for: lemonade and kvass in summer, premium beers in winter. All standard varieties are unpasteurized with a relatively short shelf life, premium varieties are pasteurized with long term storage, allowing transfer of transportation from Europe and storage in the store with low demand.

To ensure maximum customer satisfaction, it is also expected to have an assortment of accompanying snacks (snacks): dried fish, crackers, nuts, etc. The cost of PET containers is included in the price of the drink.

Table 2. Consumer characteristics and prices of goods

According to statistics, the main consumers of "live" beer are men aged 18 to 55, regardless of marital status. The level of income determines the price segment of the consumed drink. Wherein, characteristic feature consumer behavior is that even in a difficult economic situation and a general decrease in solvency, the target audience does not refuse to drink beer; there is a partial shift in demand towards budget varieties.

The main requirements for the range include:

Taste qualities. The assortment of the store is formed in such a way that any customer can find a drink to his taste.

1. The freshness of the drink. Correct selection the supplier and the rhythm of deliveries make it possible not to keep a large supply of drinks in stock, but to constantly receive fresh ones.
2. Quality constancy. The correct selection of a supplier focused on product quality allows you to achieve consistent product quality.
3. Opportunity to try new varieties. The breadth of the range - 40-50% more than that of the bulk of competitors - allows the client to discover new tastes.

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The price level of competitors is approximately at the same level. However, 90% of them do not offer premium varieties; 60% do not offer lemonade and kvass; 80% do not offer snacks. In addition, about 80% of competitors work with the same popular beers, which eliminates the possibility of differentiation.

The use of new high-quality equipment for bottling drinks allows us to achieve quick customer service, which is especially important during peak periods - evenings, weekends and holidays.

The implementation is carried out by two sellers working in shifts with a schedule of 2/2; the role of one of the sellers is performed by the entrepreneur himself. The appearance and qualifications of sellers can increase customer satisfaction and ensure a high level of customer loyalty.

Large-scale advertising campaign in this case doesn't make sense. The main traffic of buyers at the first stage of the project is provided by a noticeable sign - a light box above the entrance to the store, as well as pavement signs located along the main directions of movement of residents of the surrounding houses. When the store opens, it is also planned to distribute advertising leaflets on mailboxes houses in close proximity.

4. PLAN OF PRODUCTION (SALES)

To carry out its activities, the store needs a retail space with an area of ​​20-25 sq.m. Of these, 8-10 sq.m. are allotted for storage. In the trading floor there is a rack with taps, as well as a showcase with snacks. The rental price is 25,000 rubles per month. Utility bills - 5,000 rubles per month.

The bottling of drinks from kegs into PET containers is carried out using special bottling equipment. The equipment is purchased from a regional integrated supplier and installed by an invited specialist. Equipment delivery time - 1 working day; installation is also carried out within one working day. Preliminary it is necessary to manufacture a rack according to individual sizes. Production time - from 10 to 12 days.

Table 3. Nomenclature and cost of equipment for bottling drinks

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The equipment requires ongoing maintenance - at least once a month, which will be carried out by the equipment supplier's specialists. The cost of flushing one circuit is 300 rubles.

The staffing table consists of one position - the seller with a salary of 25,000 rubles. The role of a shift seller is performed directly by the entrepreneur. Accounting outsourced; the cost of services is 5,000 rubles per month.

The sales plan for three years, as well as the revenue plan, is given in Appendix 1.

5. ORGANIZATIONAL PLAN

As mentioned in paragraph 4, the size and principle of operation of the enterprise do not imply the presence of a complex organizational structure and highly qualified personnel. The entrepreneur must have general knowledge in the field of entrepreneurial activity, accounting and taxation. In mastering this knowledge, regional authorized bodies of the Department for the Development of Small and Medium Enterprises can help.

6. FINANCIAL PLAN

The financial plan of the project is given in Annex 2.

7. EVALUATION OF PROJECT EFFICIENCY

The calculation of project performance indicators is given in Appendix 3.

8. RISKS AND WARRANTY

Given the low level of competition in the region, the product in demand, stable demand, we can say that this project is characterized by a low level of risk for the investor.

Table 4. Project risks, degree of their impact and prevention measures

9. APPS

Denis Miroshnichenko
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