Making dumplings equipment. Investment in the project

Rhythm modern life so fast that sometimes there is not enough time to prepare an elementary healthy dinner after work. And although many suffer from this, but not the manufacturers of semi-finished products. Products from the series “warmed up (fried, cooked) and eaten” are becoming more and more popular and in demand every day. And if you want to have your own business, then you should choose the food industry. You can do without a new coat and you can’t go to a resort on vacation, but hardly anyone will agree to go hungry. Therefore, you will always have buyers.

Pelmeni - a product with high demand

Only a small percentage of housewives are engaged in modeling at home. Of course, store-bought dumplings are no match for those made with love in your own kitchen. But, as mentioned above, there is less and less time for culinary experiments - you need to work and get money for life. Therefore, the production of such semi-finished products - great idea for a budding entrepreneur. Equipment for dumplings is a separate and main expense item in this case. But before considering this issue in more detail, it is worth understanding where to start in general.

The production of dumplings is a profitable business

What are the benefits of this idea?

• Not too much start-up capital (dumpling equipment takes up the bulk of the investment).
• No seasonal factor.
• High demand for such products.
• Good profitability.
• Possibility of further expansion of the assortment range (this may later be dumplings, pancakes, chebureks, etc.).
• Great value for a finished product.

The disadvantages of this business idea include only high competition. But, releasing a quality product, you can occupy your niche without any problems. So, the opening of a workshop requires the registration of an individual entrepreneur, the search for premises for a workshop. Next, you need to buy equipment for making dumplings.

Consider first the option of opening a large workshop. That is, we will get acquainted with the technological chain, which, in fact, will tell us what equipment for making dumplings will be needed.

First stage

Deboning and trimming of half carcasses is expected. This is if you use only natural meat for the filling, for the quality of which you can later be responsible. You will need a table made of food grade stainless steel for the trimming process, hooks for deboning half carcasses, as well as a set of professional knives. All this equipment will cost you an average of 10 thousand rubles.

At the first stage, we process not only meat, but also flour. It must be cleaned (sifted) before kneading the dough. If you choose the “old-fashioned” method for this - manually, it will turn out to be very laborious and time consuming. That is, you simply use large sieves. The method is suitable for small workshops.

It is better to buy a flour sifter. Start with a small model with a capacity of 150 kilograms per hour. Such equipment for dumplings will cost about 22-25 thousand rubles. Yes, you can’t call pleasure cheap, but you will refuse manual labor.

Second phase

Here, as in the previous case, two technological stages are separated. We start by preparing minced meat. By this time, the meat is ready for you. You will need good units presented by a large assortment. China, of course, pleases with low prices. But European manufacturers offer higher quality equipment. The cost of a meat grinder usually depends on two parameters: the country of the manufacturer and the power of the device. Elementary meat grinders are capable of producing about 120 kilograms of minced meat in one hour. But this is sometimes not enough for a large workshop. Therefore, it is necessary to look for more productive equipment for dumplings. The price of such meat grinders starts at 25 thousand rubles, and the yield is 200 kilograms per hour. "Chinese" with a capacity of up to 120 kilograms will cost an average of 10-13 thousand.

The price of which is even higher is a minced meat mixer. hand model will cost 10 thousand, and a mechanized process will provide an option, the cost of which is from 30 thousand.

So, we figured out the meat and minced meat, now about the dough kneading. There are options here too. The most optimal is a device that produces 150 kilograms of dough per hour. Such a machine can have different kneading bodies: C-shaped, paddle, zigzag. On average, the kneading time is up to 15 minutes. How much does such equipment for the production of dumplings cost? The price averages 36 thousand rubles.

Third stage

It is supposed to directly produce dumplings. There are two options:

• In the conditions of a mini-workshop, blanks are first formed on a special apparatus, and then they are molded by hand. However, it is also expedient for large enterprises. Premium class dumplings are prepared in this way. This option is attractive low cost.
• The mechanized process will require the purchase of a special apparatus that performs both molding and gluing.

In principle, it is not difficult to choose equipment for making dumplings, the price of which would suit you. For example, if you are interested in the addition option, JGL-135 type units are recommended. Their cost is about 80 thousand rubles. Such a machine produces 135 dumplings per hour, which is clear from the name, the weight of each of them is about 10 grams.

But the price characterizes the universal equipment for making dumplings as very expensive. For example, the Chinese model of the unit, which carries out both molding and molding itself, costs 800 thousand rubles. A novice entrepreneur is unlikely to master such amounts.

Fourth stage

Estimated delivery finished products into freezers. It is necessary to freeze dumplings to -18 degrees and place them in refrigerators. Such equipment for dumplings also costs a lot. If we talk about the minimum cost of everything that is needed for freezing and storage, then it starts from 200 thousand rubles.

Equipment for dumplings at home

If you have chosen your own kitchen as a place for organizing a small workshop for the production of semi-finished products, then the amount of equipment will be less, however, as well as the cost of it. You will need to purchase a horizontal dough mixer. You should not spend money on an expensive model suitable for a large workshop. You can easily buy a suitable one for 30 thousand rubles. He gives out 8 kilograms of dough for one batch.

What other equipment will be needed? Dough sheeter - a necessary attribute home business. To some, such an acquisition may seem superfluous. But, as practice shows, manually it is very difficult and long to process steep dough. How to choose this unit? Dough sheeters differ from each other by the type of work and the width of the shaft. Let's take a look at these options.

The width of the shaft determines what size "canvas" you get in the end. The type of work indicates whether the dough will pass between the shafts on its own or you will have to turn a special handle for this. You don't have to buy here either. expensive models. For example, the simplest mechanical ImperiaTitania, which has a shaft 15 centimeters wide, costs only 2,000 rubles.

Meat grinder and freezing equipment for home

Your household model is not suitable for the production of even small batches of dumplings for sale. But do not despair. Even an Italian model with acceptable characteristics can be bought at a price of around 25 thousand rubles. We are talking about the meat grinder Fimar 12/S. In an hour, she scrolls up to 160 kilograms of minced meat.

Freezing equipment for dumplings at home, the price of which is also of interest to novice businessmen, will cost at least 17 thousand rubles. This is the cost chest freezer"Snezh", which holds 400 liters. There are more expensive options. For example, a Polair camera costs 53 thousand rubles, but its capacity is 700 liters.

What other options are there

If you are not going to master the profession of a businessman, but just want to please your household with dumplings more often own cooking, then you do not need to purchase all the above equipment. It will be enough. Such a unit receives rave reviews, the hostesses praise it for a lot of advantages.

Home electric dumpling: advantages

• The production speed is top notch.
• Each dumpling has a perfect shape.
• Cooking a dish does not take much time and effort.

The only thing that can scare you away is the price. But after all, having bought such a thing once, you can pamper your loved ones with delicious, fragrant homemade dumplings at any time. This piece of equipment makes a great gift. But how not to make a mistake when choosing it?

Important Criteria

1. Number of cells. The more of them, the higher the performance of the unit. But such appliances are often too bulky for small kitchens. A household model can mold approximately 14 kilograms of products per hour. Agree, this is enough to feed not only the household, but also the guests.
2. Material. The cheap model is made of plastic, which does not add to its quality. The best option- dumplings made of A do not stick dough to aluminum appliances.
3. The form. It's not the best important criterion. But if you are concerned about the situation in the kitchen, you should think in advance what shape of dumplings you will choose: square, round, etc.
4. Cell size. Standard option- 5 by 5 centimeters. But if you want a variant with other characteristics, then there are those too.
5. Auxiliary elements. Their presence always affects the cost of the unit. These can be spoons for minced meat, all kinds of nozzles, anti-slip legs and more.
6. Price. Equipment for making dumplings at home differs in cost. If the process is automated, then such a pleasure costs from 15 thousand rubles. If you have to scroll the dough with a special pen, then you can find an option for 2 thousand.

How to use an electric dumpling machine

There is nothing difficult in this. You will need to prepare eggs, water and flour for the dough, as well as minced meat. The finished dough layer is divided into approximately equal parts. Minced meat is placed in a special form in the form of a gutter. The dough sheet is also inserted into the device. At the exit, you get a canvas of dumplings with minced meat inside, which you can easily divide into piece products by incisions. Such equipment for making dumplings is called a real salvation by the hostess. After all, it will not take even half an hour, as you will be able to feed your household to the full.

findings

Thus, equipment for making dumplings - necessary thing in the kitchen. This is especially true for entrepreneurs who want to engage in production in industrial scale. "Dumplings" business, as practice shows, is profitable and cost-effective. It is quite possible to organize a mini-workshop with a starting capital equal to 25 thousand dollars. Such investments will pay off within an average of 8 months. And then you will start making a net profit. You can immediately buy equipment for the production of dumplings and dumplings, and then expand the product range.

Good luck in your own kitchen and on an industrial scale. The main thing is to decide, and then everything will work out for you.

Every businessman is faced with the question of the expediency of investing money in one or another type of production, in the end it all comes down to obtaining material benefits. Profit will be provided by the sale of manufactured products.

So, dumplings are a product for which demand is constant, does not depend on the time of year, the wealth of consumers, the financial crisis and other factors. Of course, the competition in this segment is quite high, but with the right organization of the marketing policy, you can find your customers.

Of course, you need to bet on the quality of products, since low-grade products are quickly being replaced on the market by more delicious ones. It is also not necessary to set a high price - this business will already begin to generate net profit after six months of operation, therefore, it is necessary to adequately approach the issue of pricing.

Advantages of the mini line

Why should small factory be preferred over large scale production?

• firstly, capital investments are several times less;
• secondly, the speed of equipment assembly, its mobility and compactness;
• thirdly, there is no need to buy or build your own production building, you can start working in a rented room - this also significantly saves capital investments;
• fourthly, the mini-factory is fully automated, it requires fewer maintenance personnel. For example, in a large production line with a capacity of up to 300 kg / h, 9 people serve (the products are molded by hand), in a mini-factory - 2 people (they load the ingredients into the mixers and control the processes). Reducing manual labor leads to significant savings payroll expenses;
• fifthly, a quick start of production and, accordingly, capital investments will pay off in a shorter period.

dumpling machine

Overview of plant variants from different manufacturers

There are many companies on the Russian market that sell equipment for the production of dumplings, among them are:

Compact dumpling plant LB Italia (Italy). Specifications:

• power - 12.5 kW;
• voltage - 380 V;
• type of work - hand molding;
• productivity - 180 kg / h;
• dimensions - 1500 * 1100 * 3000 mm;
• weight - 1000 kg;
• cost - 5,000,500 rubles.

Model JGL-120 (China) for the production of dumplings has the following characteristics:

• power - 1.5 kW;
• voltage - 380 V;
• maintenance staff - 2 people;
• type of work - hand molding;
• productivity - 120 kg / h;
• dimensions - 1150 * 470 * 940 mm;
• weight - 160 kg;
• cost - 2,500,000 rubles.

MMK GROUP (Russia) offers a comprehensive solution for the production and assembly dumpling shop, as well as equipping it with the necessary equipment. Specifications:

• power - 2 kW;
• voltage - 380 V;
• maintenance staff - 2 people;
• type of work - automatic;
• productivity - 100 kg / h;
• dimensions - 2600 * 7200 * 6000 mm;
• weight - 1600 kg;
• cost - 1,900,000 rubles.

The main components of the mini-factory, technical characteristics

Equipment and specifications mini-factory for the production of dumplings are considered on the basis of the equipment of the Novator company (Omsk, Russia).

The basic set of equipment includes:

Flour sifter - necessary to remove foreign particles from flour, as well as loosening the mass. Specifications:

• power - 375 W;
• bunker capacity - 25 l;
• voltage - 380 V;
• dimensions - 600 * 500 * 800 mm;
• weight - 70 kg;

Mixer. required for good quality dough. Characteristics:

• power - 0.55 kW;
• productivity - up to 20 l;
• bowl volume - 20 l;
• voltage - 220 V;
• dimensions - 680 * 370 * 730 mm;
• weight - 90 kg;

Meat grinder for mincing meat. Characteristics:

• power - 0.85 kW;
• productivity - up to 250 kg / h;
• required voltage - 220 V;
• dimensions - 240 * 410 * 450 mm;
• weight - 36 kg;

Meat mixer. Characteristics:

• power - 2.2 kW;
• productivity - up to 30 kg / h;
• bowl volume - 30 l;
• voltage - 220 V;
• dimensions - 740 * 540 * 920 mm;

Automatic dumpling machine. Performs dough dosage, rolling (without the use of an extruder, due to this, the necessary plasticity is maintained, and dumplings do not spread during cooking). Specifications:

• power - 2.8 kW;
• productivity - up to 450 kg / h;
• dumpling weight - from 3 to 20 g;
• voltage - 380 V;
• dimensions - 1600 * 800 * 1200 mm;
• weight - 460 kg;

Spiral conveyor for quick freezing finished products. Specifications:

• power - 0.8 kW;
• productivity - up to 300 kg / h;
• temperature range - from +95 to -43 ° С;
• voltage - 380 V;
• dimensions - 5300 * 4200 * 2800 mm.

How the equipment works

There are four main stages of production:

• preparation of ingredients;
• kneading dough and minced meat;
• molding dumplings;
• shock freezing.

All components are prepared according to the recipe and state standards quality. The kneading of dough and minced meat is carried out in automated machines.

Of greatest interest is the work of an automated complex for rolling dough and sculpting products. It consists of the following parts:

• hopper for loading dough;
• test dosing and feeding device;
• dough rolling mechanism;
• hopper for minced meat;
• minced meat distributor;
• forming drums;
• outfeed conveyor.

Pre-mixed minced meat and dough are loaded into the receiving hoppers, from where they enter the distribution compartments. Two continuous tapes are formed from the dough, which are sent to the dividing and rolling unit. Lower rollers form belts required thickness, and directs them to the forming drums, where the stuffing enters.

Passing through the drums, the products are closed, and a finished dumpling is obtained, which enters the outgoing conveyor, and is sent along it to the spiral conveyor for quick freezing.

Necessary raw materials for the production process

The production of dumplings is carried out according to the recipe. You can use ready-made, well-known recipes, for example:

• Homemade;
• Russians;
• Danilovsky.

Can you come up with your own original version and surprise consumers. If we consider the proportions and ingredients for the most popular type of "Homemade" dumplings, then for the production of 66 kg you will need:

Profitability of a mini-factory for the production of dumplings

To calculate the planned profit volume, it is necessary to calculate the following economic indicators:

The payback period of capital investments is calculated by referring their total value to net profit (part of income, for example, 40%). AT this case it is possible to cover capital investments (5,000,000 rubles) in 7 months.

Video: Production of dumplings

Despite its prevalence, the production of dumplings at home as a business does not lose its relevance. There are several reasons, and all of them are understandable: the dish is hearty, quickly prepared and very tasty. Everyone loves dumplings, and even with sour cream, but take patience and sculpt them after labor day or on weekends, not everyone has enough.

Benefits of a home business

Being engaged in this type of entrepreneurship, you do not need to immediately dream of huge incomes. Each own business, and not just sculpting dumplings at home, goes through such difficult stages:

• search for start-up capital;
• search for places of sale;
• developing your own handwriting;
• accumulation financial reserves for further development.

And only when all the stages have been completed, if the owners have remained true to their goals, the business begins to generate a stable and even considerable income.

One of the significant advantages of making dumplings at home is that the costs in the first stages will be limited to several thousand. This, in turn, allows you to significantly save on the stage of developing your business.

The main thing is to find the very recipe that potential buyers will really like, and, having started making delicious dish, even with a strong desire, do not save on ingredients.

After all, what is the reason that, seeing on the shelves great amount factory products, buyers are looking for analogues made at home? Large manufacturers, undergoing huge competition, spend a lot of money on advertising, colorful packaging, are forced to purchase advanced equipment and maintain a staff of people involved in not only modeling.

And, as always, the costs are compensated either by a very high price, unjustified from the point of view of the layman, or by the quality of the product: a decrease in the volume of minced meat, the amount of meat, the use of soy and other little tricks. The result is the lack of a base of regular customers: not up to par in terms of palatability The product is purchased only by casual buyers.

How to start a dumpling business from scratch

To create your own business, it is absolutely not necessary to work on your own: you can involve household members in the business. Wife, children, others dreaming of the pleasures of working at home and of improving financial condition family members will gladly get to work as soon as they understand its prospects.

What you need to buy to get started dumpling business from scratch? First of all - products, because other components necessary for kneading, rolling and storage are already in every home.

Initially, a few things need to be clarified:

At first, trying to attract buyers, you should not overestimate the price too much: a surcharge of 15-20% is enough. Over time, when the situation improves, prices can be raised by about 50%.

Search for places of sale

When the first recipe search tests have been passed, in other words, the recipes have been tried and in the process of tasting family council selected the most delicious, you can start looking for places where your dumplings can be sold. Of course, here you need to consider your own performance.

Sell ​​homemade dumplings as a product own business can be in the form of semi-finished products that can be accepted for sale at various retail outlets located not far from home:

• canteen factory, plant, office;
• grocery kiosk;
• in a small station cafe;
• large store.

Organization of your own mini-workshop will already require:

• who will need to pay monthly salaries;
• development of branded packaging and its order;
• renting a room of suitable size;
• availability of a delivery vehicle.

The costs are huge. The only consolation is that dumplings, like bread, belong to products that do not have a seasonal focus. Everyone consumes them all the time.

When looking for people for your own mini-workshop, it is preferable to choose those who have already worked in this area, know how and love to handle products. If a small production facility is equipped with the necessary automation, and its productivity will be from 80 to 200 kg, then for uninterrupted operation it is enough to ensure the presence of five people. It is much more profitable to work with family members, continuing to develop the business with them.

Profit will only be maximum when all participants in the home-based business are aimed at success. And it doesn’t matter if the business has grown or has remained at the level of a home business: the main thing is to feel financial independence and be able to fulfill oneself.

Production of dumplings. Dumpling machine: Video

The dumpling business in our country is considered very profitable. Shops for the production of such products are paid off literally in a year. After all, dumplings and dumplings are actually very popular goods and more than in demand on the market. However, such a business will be profitable, of course, only if it is properly organized.

How to open a workshop: main steps

The production of dumplings as a business usually begins with the choice of a suitable premises. It must meet certain requirements and be divided into several zones. In one of the halls, it will be necessary to install the actual equipment for the production of dumplings. The other should be taken under the warehouse of ingredients and It is also desirable that in the rented or purchased premises there is a place for changing clothes for workers and accounting (or a technologist's office).

Next, you can proceed to the choice of equipment. The workshop for the production of dumplings is usually equipped as standard. The nuances in the selection of equipment depend mainly only on the features of production: hand molding or automatic. In the latter case, it is best to purchase a ready-made complex line right away.

After the equipment is purchased and installed, you can proceed to:

business registration,

formula development,

You will also have to invite SES workers to the dumplings production workshop and obtain permission for this type of activity. Of course, attention should also be paid to the question of where the raw materials will be supplied from, as well as to find sales markets.

Where to get meat and other products

Raw materials for the preparation of dumplings and dumplings are usually purchased:

from Russian farmers;

at major suppliers imported products.

In the first case, meat, potatoes, cottage cheese, etc. are usually cheaper. However, Russian farmers for the most part do not have the opportunity to deliver products. And even more so in remote areas. Therefore, you will have to find such suppliers in the immediate vicinity of locality where the plant is to be opened. And this, unfortunately, is not always possible.

Imported raw materials will cost more than domestic ones. But on the other hand, the list of services of its suppliers includes, among other things, delivery to the destination. Of course, for a fee. In addition, in order to avoid any problems later, such companies should check the availability of quality certificates for the products supplied.

What are the markets for

Of course, an entrepreneur who decides to open a dumpling shop can organize his own canteen or even a retail outlet. However, this will require additional costs. Therefore, novice businessmen usually sell finished products through small stores or large retail chains. Thus, it is possible to sell both “machine-made” and hand-made dumplings, the production of which often turns out to be even more profitable (they taste better).

The second implementation option, of course, is considered much more preferable. Through a large network, you can sell much more dumplings and dumplings. However, well-known trading companies often take bonuses of 20-25% for their sales services. Therefore, before concluding a contract with a large network, an entrepreneur will have to compare possible losses and profits. Sometimes it happens that the benefit from increased sales does not cover the cost of paying bonuses.

Equipment selection

What kind of premises is suitable for opening such a business as the production of dumplings, dumplings, etc., we found out. It should be organized at least two departments - actually for the production itself and for the warehouse. In the event that dumplings are molded by hand, you need to purchase:

flour sifter,

mixer,

automatic meat grinder

And a mince mixer (optional),

refrigerators,

tables, pallets, etc.

Complex conveyors

The pelmeni production line includes all the equipment listed above, plus an additional pelmeni and vareniki molding machine, a conveyor and a packaging machine. The cost of such conveyors may depend on the configuration, performance and brand. Basically, it fluctuates between 10-15 thousand dollars. Separately, a device for making dumplings can be bought for 2,000 USD. e.

Of course, it is best to equip a dumplings production workshop with equipment manufactured by European manufacturers. However, even on much cheaper Chinese lines, very high-quality dumplings and dumplings can be made. Sometimes start-up entrepreneurs also purchase used equipment. The cost of such lines, of course, is much lower (depending on performance from 15 to 700 thousand rubles).

dough mixers

If an entrepreneur decides not to buy a ready-made line, but to assemble it himself from separate equipment, this machine is the first thing he needs to buy. Modern mixers can have different performance, design and cost. Of course, for the production of dumplings, you should buy a fairly powerful model designed for kneading tough dough. Very popular in the modern domestic market are, for example, devices of this type of brands SIGMA, MT-12 "Torgmash" and "Prima". The cost of such equipment can range from 50-200 thousand rubles. So, the MT-12 dough mixer, designed to produce 50 kg of dough per hour, costs about 60 thousand rubles. Such equipment can be just an ideal option for those who decide to open a mini-production of dumplings. For more big business more powerful equipment should be purchased. For example, the dough mixer "Prima-40" for 130-400 thousand rubles.

Automatic meat grinders

The cost of equipment of this type also depends on the performance and brand. The price of Chinese meat grinders, twisting about 160 kg of minced meat per hour, fluctuates, for example, in the region of 15-20 thousand rubles. Of course, you should purchase only equipment of this type, equipped with automatic device security.

Apparatus for the production of dumplings

Equipment of this type can also vary in performance and cost. The principle of operation of such machines is quite simple. Dough is fed into a special hopper, which then begins to move towards the exit in the form of a continuous “sausage”. Under the action of a special pump, this tube is filled with minced meat. Then a molding drum with shaped cutouts is rolled over the "sausage".

With a capacity of 60 pieces per minute, it costs about 50 thousand rubles. There is also more expensive equipment of this type, producing 50-158 kg / h. In general, the price of dumpling machines fluctuates around 50-150 thousand rubles.

Refrigerators for dumplings

For freezing finished products, you can use equipment of any kind. Very good for this purpose cold rooms, chests, cabinets. Most often, the first option is used in the workshops for the production of dumplings and dumplings. Depending on the volume, industrial freezers can cost between 40-80 thousand rubles.

Business registration

So, a machine for the production of dumplings, a dough mixer, a refrigerator and other equipment have been purchased. Now you need to start the actual registration of the enterprise. You can make dumplings by registering either as an individual entrepreneur or as an LLC. The first option has the advantage that the owner of the shop does not have to keep virtually no documentation. taxes individual entrepreneurs pay under the simplified scheme. However, an LLC is, in a certain sense, an option that is still much more preferable. Such companies are considered more solid, and therefore, their owners have the opportunity to conclude serious and very profitable contracts for the sale of products.

You can officially register the production of dumplings as a business on your own. However, in this case, you will have to spend a lot of time and nerves. Most aspiring entrepreneurs choose to do things a little differently. They simply delegate this work to specialists. Today there are many companies involved in the registration of new firms. By the way, they often provide outsourcing services. An entrepreneur who decides to use them will not have to hire an accountant.

What staff will need to be hired

If dumplings are supposed to be sculpted by hand, then to organize a small workshop, you will need to invite at least two cooks and one loader. You will also need to hire a technologist. It is best if it is a person with experience. It is the responsibility of this specialist to monitor the quality of products. In our time, a novice entrepreneur will be able to occupy his niche in the market only if his dumplings and dumplings are tasty enough. After all, there is no shortage of such products on the shelves, as you know.

For a larger workshop, you will also need to hire a marketer and an accountant. The duties of the first include the search for markets and the purchase of raw materials. An accountant deals with accounting and taxes. And, of course, an entrepreneur must definitely hire a technician. Indeed, in the workshop for the production of dumplings, as well as other food products, it should always be clean.

Recipe development

The technology for the production of dumplings on the scale of a small workshop looks like this:

Raw materials are being prepared. Meat is defrosted and washed, flour is sifted, etc.

Mix eggs and whey for dough.

Salt is added to the mass (sometimes other ingredients that improve the taste).

Minced meat is prepared and the dough is kneaded at the same time.

Dumplings are made.

Finished products are frozen in chambers.

Pelmeni are packed in polyethylene.

Dumplings are made in much the same way. The recipe for the products of the workshop of this specialization may be different. So, dumplings are made from mixed minced meat, beef, pork, chicken, lamb. The main thing is not to add soy to the filling. The buyer will quickly figure out a fake - they will simply stop buying dumplings under the company's brand.

As for dumplings, the product of this type traditionally enjoys the greatest popularity, of course, with potatoes (boiled or raw with the addition of bacon) and cottage cheese. Dumplings with mushroom filling are also sold out quite well. Very often, the dumplings production shop produces khinkali, manti and semi-finished cutlets.

How to run an advertising campaign

You can draw the attention of the consumer to your products different ways. These can be, for example, advertising audio or video clips, ads in newspapers and magazines, beautiful booklets. Many entrepreneurs also order advertising on packages. This product is used by just a huge number of housewives, and therefore, your brand will definitely be noticed.

However, no matter how beautiful and expensive the advertisement is, it is, of course, possible to gain a good reputation among buyers only if high-quality and tasty dumplings are sold at a reasonable cost. Usually, the consumer immediately notes such products and recommends them to friends and relatives. So take your business seriously, and big profits are guaranteed to you.

Everything is possible: how an IT recruiter, disillusioned with life in the capital, launched dumpling production in Bryansk

The biography of Ella Vetlugina is rich in sharp turns. Here she is making progress at school - olympiads, music, gymnastics - and suddenly she puts off her studies at the university and goes to work as a laboratory assistant at the Department of Social Physiology of ChelGU. So she enters the faculty of journalism - and a year later she is transferred to "anti-crisis management". Quits journalism and becomes a recruiter in the IT field. Receives the position of director of HR in international company- and goes nowhere in three months, because it's boring. Finally, after the capital, offices, IT and HR - unexpectedly Bryansk, a dumpling shop, its own business. What will happen next?

30 years old, company owner. Born in Chelyabinsk, studied at SUSU (journalism, anti-crisis management). After moving to Moscow, she worked in IT recruiting. In 2015, she moved to Bryansk, where in September she opened the production of handmade dumplings. Since September 2016 lives in St. Petersburg. Raising a daughter.

Here, a new twist

“As a child, I didn’t want to do business,” says Ella, “although my dad was a classic entrepreneur of the 90s, a strong “buy and sell”. Alas, that experience does not work well in the current realities - recently my father closed his butcher shop in Chelyabinsk, unable to withstand competition with networks. In high school, I also resold some cosmetics, lingerie, but it was difficult to call it a business, I just earned pocket money. I also washed cars.

Ella was going to be a journalist. From the 11th grade, she trained in the Chelyabinsk press. By the second year of journalism, she realized that she was not taught anything new at the faculty, and, continuing to work in the media, she transferred to “crisis management”. Education here was carried out in absentia, so the young student got into the company of age-related, as it seemed to her then, classmates - mostly entrepreneurs and top managers. In a strange and alien environment, Ella was lost. The first foray into the entrepreneurial path ended in blues.

“I wanted to study management, and we were being taught basic economics,” Ella explains. - I wanted to write investigations, but I was offered PR. When they didn’t take the text about the circulation of weapons in Chelyabinsk region, I just got on the train and left for Moscow. I had a laptop, a cat, an air rifle given to me by my dad, and 1,500 rubles. Over time, this set has changed - now I still have a daughter and a car, and the rifle was stolen.

In the capital, Ella had no luck with journalism - the vacancies came across one sadder than the other, everything ended with a proposal to write horoscopes

“I then arranged a ritual farewell to journalism,” our heroine recalls, “I asked to delete all my texts on the network, burned newspapers with publications. Now, as a specialist in HR, I understand that I went in the wrong place, but there was no one to prompt me.

From journalists, Ella went to secretaries, from there to legal assistants. Most of her friends worked in the IT field, as it happened from Chelyabinsk. She even got a few jobs for a large company that was looking for programmers. “At some point, the company called, invited to take the money. I don't understand what money? They say you get a recruiting commission. I was then given an amount in the amount of four salaries of the secretary. I thought - and switched to the search for employees for IT companies.

In a few years, Ella has gone from a freelance recruiter to an HR director in an international company. Despite the fact that the sphere seemed interesting to the girl, from time to time she wanted to do something of her own, different, useful. So, while working in a system integrator, Ella suggested that the management open a corporate university - to earn money by training narrow IT specialists not only for her company, but also for the external market. The management “blurred” the idea, then the 26-year-old Ella in her hearts went to HR directors. And three months later she gave up everything and left for Bryansk.

From Moscow - to Bryansk

Ella was brought to Bryansk for personal reasons, she did not know anything specific about the city or the region. But even at the entrance I decided that I would open my own business here.

“I wanted to do something absolutely useful. Not a recruitment agency, not a website, not trainings. And something that a person really needs - I thought about sewing, and about furniture. It turned out that the Bryansk region has good ecology, tasty products, and, moreover, cheap labor. The city is not that poor, but there is simply little money in it, and prices and wages are low.

I've been thinking about growing mushrooms. Firstly, it's simple - and I did not understand anything in agronomy. Secondly, they are very high demand. But champignons are ammonia, work in gas masks. Production will have to be moved out of the city, which means going out of town, driving people there. It's long and expensive."

“And so I was sitting, as usual, sculpting myself dumplings from delicious Bryansk meat, and suddenly I began to calculate the cost of minced meat and dough. Here, I think, is what you need!

According to the entrepreneur, the market for hand-made dumplings in the capital cities is completely empty. Such products can only be found in markets and restaurants. Grocery chains sell machine-made semi-finished products, and this is a radically different product.

Lyrical digression No. 1:
the difference between store-bought and handmade dumplings

“The difference between hand-made and automatic dumplings is very big. This does not mean that all dumplings in the store are made from poor raw materials. There is good brands, in which there is really real meat, there are no veins and cartilage - as far as it is generally possible with mass production. Real eggs are put into the dough, and even gray flour does not flash here and there. But with all this, the modeling remains automatic.

And in order for the dumpling to come out as a dumpling, and not as a cutlet in the dough, the minced meat must be liquid - then there will be broth inside. With machine modeling, this will not work, dumplings with liquid minced meat simply do not stick together - 90% of marriage will come out. There is no such machine that would replace hands.

Yes, the thickness of the dough on the typewriter can be set to any, but it will not be the same as rolled by hand - homogeneous, without lumps, holes. We tested the dough sheeter for several days - and abandoned it. Suitable for a mass product, not for a premium product.

50% of the quality characteristics of dumplings depend on the dough. People usually ask: what kind of meat is there? And at least one would think: what kind of dough is there? Because if the dough is gray, then the flour is rotten, sour. The dough should be slightly yellowish, this indicates the presence of an egg in it.

But especially the reputation of dumplings is spoiled by the cheap segment of store products. There - "horns and hooves": offal, veins, soy protein, egg powder, melange, the year before last flour, preservatives. These dumplings can be stored for years. But they do have a hefty cost.

If classic dumplings cost less than 300 rubles per kilogram, I have doubts about their naturalness. This is the minimum cost that related industries can afford in their stores. As a rule, at butcher shops there are tolerable dumplings at a fairly low price. This is a small-town production: so that the meat does not disappear, they grind it, stick dumplings - and freeze it. And in chain stores I've never seen handmade at all."

Through Bryansk - to Moscow

The pure raw material cost, according to initial calculations, was about 110 rubles per kilo of classic dumplings, the real one was one and a half times more. “And so I sculpt and think: if this product is thrown onto the Moscow market, it will surely be in demand among wealthy residents of the capital. Despite the fact that the price will be quite human.”

Ella did not think about any home delivery at that time. She was going to sell dumplings in bulk - to shops, preferably large ones. It was planned to stand out in the market precisely due to hand molding. The main message: we make a high quality product.

“I turned to business friends who were close to grocery chains and asked them to put me in touch with stores that were ready to buy such goods,” says Ella. - In one network agreed to try. I quickly opened an LLC, and while we were waiting for a contract, I launched production. The strategy was as follows: we go to the Bryansk stores of this chain, increase turnover, make capital and go to Kaluga, then follow the same pattern. But the network started having problems, the contract was first postponed, and then they forgot about it.

“If I started all over again, I would still start this story. The question is what I was up to is not at all what happened. ”

Home delivery appeared in the range of services out of desperation. Ella has already rented a workshop, bought freezers, stainless steel tables, knives, rolling pins, and an electric meat grinder. Bryansk prices for labor, raw materials and rent made it possible to start at 100 thousand rubles. On average, renting a workshop costs an entrepreneur about 10 times cheaper than in the Moscow region.

Ella was waiting for a contract from the store - and did not look for other buyers, focusing on production. The owner of the business made the first 70 kg of dumplings with her own hands, testing the raw materials and testing the technology.

“I looked at what kind of flour, what kind of meat is better. I calculated how much raw material is needed per kilogram, how much can be stuck on in an hour, etc. I mixed a bunch of dough, tried it different eggs, different ratios. It just seems - sculpt and sculpt. But if you are making a premium product, get ready to take into account a lot of nuances.

For example, I tried for a long time to make the dough stronger - then we could make it thinner. Thick dough in store dumplings is made not because they spare meat, but so that the dumpling does not fall apart during cooking. We eventually figured out how to make a tight dough, and in our dumplings it is thin. True, due to this, the time for rolling out has doubled, and this is money. ”

The second person in the team was an administrator with a wide range of responsibilities - from organizing the supply of flour and meat to recruiting employees. Next, Ella took on board two sculptors. At the peak of the season - in the winter of 2015-2016, there were six of them, and the total number of employees in the company was nine.

Over the years, the state has repeatedly narrowed and expanded. Today, the company employs two sculptors, one of which is a chef. The post of administrator has been abolished. Drivers-couriers, an accountant, website technical support are outsourced. Ella herself manages production remotely - in September she moved to St. Petersburg to establish sales here.

However, we are somewhat ahead of the curve.

Home delivery

“We were sitting, waiting for the contract. I had some business in Moscow, and I wrote on Facebook that I launched a startup, I make dumplings, I can bring it. The people responded - as a result, I brought a whole car of goods to Moscow. Word of mouth began to work, orders went from friends of friends. I thought: while we are waiting for wholesale, we can earn money on this. Made an order form on Google, Facebook group", - the entrepreneur recalls.

The company's website appeared only in November 2016. Before that, the form was enough, but online payments could not be attached to it, and the assortment had grown so much that it needed to be shown in all its glory.

“Online payment is our insurance. Before it was not yet, customers paid for small orders in cash to the courier. Each time it was a risk - if the buyer refuses, dumplings can be thrown away - the freezer bag has certain time work. This, by the way, happened - and it's good that the next client simply took more. Right now we are working on a pre-paid basis only.

When it became clear that there would be no promised contract with the store, Ella tried to break into other networks. Economy format stores disappeared immediately. But even those that position themselves as premium asked for an astronomical discount: “I already offered them a product for almost no profit, just to get on the counter. But it didn't work out. In the end, I decided not to waste time shopping anymore. Since then, home delivery has become the main principle of distribution.”

Delivery time to Moscow is from three to eight days, a car goes to St. Petersburg once a month.

Assortment as a marketing tool

Initially, the company relied on only "classic" dumplings with minced pork and beef. But when it became clear that there would be no stores, and that we would have to work directly with the end consumer, it seemed logical to give him a choice. The second in the assortment were dumplings "Men's".

“My man offered to sculpt them,” recalls Ella, “he said:“ Make big dumplings so that the man eats - and he was good. This is the same classic, only three times larger. And then the buyers turned on, began to offer: I want it with cottage cheese, I want it with fish. I introduced Dagestan kurze, a rare product for our regions. There is another molding, pure lamb, whey, its own complex of spices. The calculation was also that Muslims would respond to the kurze. Well, let's go. Dumplings, manti, cutlets, rolls, kupaty, dolma, stuffed vegetables, fish dumplings, berry dumplings, with squid, cuttlefish ink, etc.”

“Specially for fasting people, we came up with vegetable dumplings. Unfortunately, they boiled soft - after all, the dough there without an egg. The problem was solved thanks to a vegan client who was experienced in these matters and gave us the secret ingredient.”

Today, the assortment of "Pelmeshki" includes 94 products, of which 56 types are actually dumplings. All products are made in the same workshop by the same craftswomen.

During the year, only one item was withdrawn from sale - dumplings with cheese and olives. Nobody ordered them. For other exotic species, there is a buyer from time to time. The next contenders for departure are pink dumplings for children: a decoction of beets, which is added to the dough, is boiled down.

“I don’t focus on my taste at all. I love dumplings with meat, and I don't understand dumplings with sorrel. But people order, it’s delicious for them, so we’ll do it”

Each new product is a marketing ploy, an occasion to talk about a new product, to remind about yourself in social networks, to interest a potential buyer. The company does not bear any costs and risks, because it does not hold inventory. Raw materials are bought on order - they paid so much, they mold so much. Made, frozen, sent for delivery.

“Of course, this is not the way to work with wholesalers,” Ella agrees. “But our business is rapidly scaling. If necessary, we will make half a ton of dumplings in 10 days: three days to gather sculptors and buy additional freezers, and a week to produce.”

Between Miratorg and farmers

The volume for a business like Pelmeshka is a lifeline, it allows you to significantly reduce the share of non-product costs, which is slightly less than half of the total cost. We are talking about salaries, logistics, communications, renting a workshop, etc.

More than half of the costs are accounted for by the cost of raw materials: meat, flour, eggs, cheese, cottage cheese, seasonings and other ingredients. Modest turnover does not allow the company to take raw materials at wholesale prices, which greatly affects the cost.

“In the premium segment, product quality is the number one factor. We cannot afford gray flour, the dough from which will crack. We can't use egg powder - only selected eggs"

The company buys pork and beef from Miratorg - the main facilities of the agro-industrial holding are based in the Bryansk region. Flour - Chelyabinsk manufacturer "Makfa" (the grandfather of Ella Vetlugina worked at this plant). The rest of the products - lamb, chicken, turkey, eggs - are supplied by local farms.

“At first I thought that we would cooperate exclusively with farmers, but not all farmers turned out to have proven meat. Therefore, I take pork and beef from Miratorg - their meat is both tasty and proven. But, alas, they don’t deal with lamb,” says the hostess of Pelmeshka.

Seasonal goods - vegetables, mushrooms (for example, chanterelles) and berries - the company buys at farmers' markets as needed. But truffles - from partners, the Moscow store "Mushroom Place". “We basically don’t freeze anything, only fresh ingredients.”

Cheese in Bryansk dumplings is produced by the cheese factory of Oleg Sirota, a well-known apologist for import substitution. Ella was visiting him and brought back 100 kg of Imeretian cheese. Following this, several new types of dumplings appeared in the assortment at once - with cheese and potatoes, with cheese and cottage cheese.

Ella selects suppliers herself. During the first year of Pelmeshka, she changed suppliers of turkey, chicken and cottage cheese: “We have a rule: two complaints from a client - and we stop working with the supplier. It's tough, but otherwise we won't be able to maintain our reputation. Two clients complained of heartburn - and we went to work with another poultry farmer. We initially took cottage cheese from a factory, produced by a local enterprise, but switched to a farmer's one. And the price went up immediately.”

Delivery - outsourced

The advantages of Bryansk are not limited tasty meat and cheap labor force, it is also close to Moscow. The distance of 350 km makes it possible to transport goods to the home of capital buyers.

“We tried to carry it ourselves,” says the entrepreneur, “we worked with a partner, but it turned out to be the most convenient way to use the YouDo service – there is always someone who will do the task quickly and well. And if he doesn’t, it will affect his rating.

Now we use the services of private drivers, dumplings are delivered in freezer bags. In the summer, it happened that dumplings arrived a little melted, but this is not critical. We put additional batteries on St. Petersburg flights. For now, we have enough cars, but if we need to deliver half a ton, we will hire a refrigerator.”

At first, delivery extended to orders from 2 kg, but given that the client always pays for it (it costs 350 rubles), this restriction was canceled. You can order as much as you like.

The sundress works best

Till best month in sales for Pelmeshka was April 2016, it brought 15% of annual revenue (turnover - 1.3 million rubles), about 400 kg of dumplings went to customers in a month. This was partly due to the rapid recruitment of a loyal audience - at that time there was active growth, and partly due to seasonality.

In the summer, dumplings are rarely ordered - since May, diets, summer cottages, vacations begin. Demand rises as customers return to their apartments. High season - autumn-winter. November 2016 was great. Although December and January are worse than last year, perhaps because prices have risen.

Starting investments in the business were recaptured after two months of operation of the workshop, the company ended the year in a small, but - plus

“I noticed that of all the promotion channels - and we tried different ads - only personal recommendations work. The neighbor praised - the neighbor bought. A well-known blogger wrote that he liked it - and customers ran to us. This phenomenon affects demand more than seasonality,” the entrepreneur assures.

The lion's share of Pelmeshki products is supplied to Moscow, about 10% - to St. Petersburg. Bryansk as a market turned out to be unpromising. “We tried to deliver our dumplings to local stores, the directors just took them home,” Ella recalls. - It is too expensive product for the local market. Yes, there are rich people here, but in order to reach them, you need to invest heavily in advertising - these costs are inappropriate.

Prices: not available below

“When I calculated the price, I started from the cost price and a small profit. In fact, most of our customers don't even look at the price, unlike wholesalers. Any wholesaler wants a price 100% less, but then I will work in the red. Wholesalers are guided by the discount price of automatic dumplings - about 205 rubles per kilo. We must put raw materials, work, delivery, profit into them. It's unrealistic. In addition, over the year, meat has risen in price by 25%, flour has slightly increased in price. Transportation costs have risen. And we raised our prices."

Today at retail Bryansk hand-made dumplings cost from 649 rubles per kilo of "Tender" (with chicken) to 1500 per kilo of "Truffle". Classic dumplings are sold at 799 rubles per kg, "Siberian" - at 999 rubles. Manti - from 899 rubles per kg, pasties and kupaty - from 699 rubles, dumplings - from 499 rubles.

At the current turnover, the company has nothing to save on, except that ordinary freezers are used, and not for emergency freezing.

“We tried to cut costs, tried other flour, local producers - nothing worked. The sculptors asked to return the Chelyabinsk one, - says Ella, - They tried to beat the onion with a blender to speed up the process. As a result, about 40 kg of dumplings were spoiled. When you whip the onion in a blender or food processor, it gives juice, greatly softens the minced meat. To be tasty, the onion must be cut by hand - we still do this. ”

Lyrical digression No. 2: about the reputation of dumplings

“As far as I understand, the market for hand-made dumplings turned out to be empty, because it is hard to make money on it. Manufacturers eventually turn a blind eye to quality, and begin to cut costs by cutting costs. It is easier for cheese makers, they have more investments, more advertising, they, surprisingly, have a clearer product.

The urban audience is ready to try our product with great difficulty, because the people recent years ten is used to the fact that dumplings are such unhealthy food that is in the refrigerator just in case. Food that should not be fed to children. And we retrain the buyer, change his attitude to dumplings. There are people in the capitals who have never eaten homemade dumplings at all, this is a surprise for them.

It turns out that in order to disperse demand, you need to change your attitude towards the product. This, I repeat, is expensive - advertising works very poorly here. But for those who have already tried it, this is quite a festive product - we order dumplings for events, for birthdays.”

Markets

The first stores that undertook to sell hand-made Bryansk dumplings were the Molochny Dvor chain - a significant event happened in July 2016. But after Ella raised the price following the meat producers, the retailers stopped cooperation.

“According to the plan, another person was supposed to handle sales in the company, but it turned out that this is also my function. All contacts with restaurants, markets, shops go through me,” says the entrepreneur.

When it became clear that it would not be easy to enter the shops, Ella tried to take the Moscow markets by storm. Since June 2016, Pelmeshki products have been sold at the Petrovsky Bazaar. But it was not possible to enter the Danilovsky market - they make their own dumplings there.

Business centers did not live up to the entrepreneur's expectations: for top managers, chefs make dumplings themselves, and lower rank public catering is not at all interested in such a product.

Cooperation with a Moscow restaurant that offered Bryansk dumplings on its menu could be called successful, but the restaurant closed. However, this experience has shown that restaurants are a potentially attractive category of partners, since they understand the cost of products. handmade. That is why, having moved to St. Petersburg, Ella first of all set her sights on getting acquainted with the sphere of premium catering.

In addition, Ella likes the appetites of St. Petersburg - residents northern capital on average, they order more per person than Muscovites. For example, the last shipment weighing about 70 kg was destined for nine customers. But the biggest purchase - 21 kg of dumplings and semi-finished products - was made by a Muscovite.

Demand: from bachelors to slimmers

The audience of "Dumplings" is divided into several categories, which are united only by wealth - not below average. The first category is married people over 30 who have many children. The second is bachelors. The third is businessmen who, in principle, love "everything good." The fourth big category is girls who are concerned about healthy eating. For them, "Dietary" (beef, chicken), "Fitness" (turkey) and berry dumplings without sugar are specially introduced. By the way, the first two types are often taken by diabetics.

The most popular products in the Pelmeshki assortment are classic dumplings (pork and beef), Siberian dumplings (beef), dumplings with potatoes and mushrooms, Dagestan kurze (mutton), dumplings from three types meat, with red fish

“Everything else is for assortment. Usually a person takes 5 kg of "classics", and one kilogram of some unusual ones - to try. For example, dumplings with squid. Or with cuttlefish ink – they have only been ordered twice so far.”

Expanding the assortment towards semi-finished products was the idea of ​​​​customers - some asked for manti, others for kupaty, and others for chebureks. All these products could have been on sale before, but Ella waited until autumn to show the entire range on the new website with “fastened” online payment.

Marketing comes with experience

“If I started a business now, I would not count on wholesale, I would not waste time on it. I would not delay with the site and take marketing much more seriously - from labels to social networks. And, perhaps, I would have found a partner who would be engaged in sales. Because there was a moment of take-off of the business, which we did not work out in full force - it was necessary to unwind this moment, and then it would “come by ferry,” Ella is sure.

Pelmeshki packaging for last year changed several times. Initially, with an eye on stores, it was a plastic box with a sticker. However, it turned out that it cracks in the freezer. The box was replaced with strong freezer bags with a branded sticker. It turned out that the stickers in the freezer are peeling off. Then the stickers were replaced with a cardboard label with a hole, and they began to tie them with a linen rope to the bag.

“Despite the fact that this is a premium product, it turned out to be unprofitable for us to make the packaging more expensive. This would make sense for delivery to stores. But any box with a window will add 30 rubles to the cost. A private buyer will overpay them, but why? And the wholesaler will hang himself for them - in the wholesale people are bargaining for kopecks!

Pelmeshka lured new customers with partner discounts (for example, buyers of a fish store receive a discount from Ella, and vice versa), and promotions (mushroom, berry dumplings as a gift). Everyone who brings a new client receives a kilogram of any dumplings as a gift for the next order. According to the entrepreneur, these events do not bring any visible result - it does not matter to the audience. But the base of reviews is accumulating.

During the summer, Ella tried to sell "dumpling subscriptions" for a period of three months to a year. The longer the term, the higher the discount: 3 months - 5%, 6 months - 10%, 12 months - 15%. The price includes delivery once a month.

So, the set "On a diet" (3 kg per month) included three types of dumplings - "Diet", "Fito" and "Summer". A three-month supply (9 kg) cost 5040 rubles, and an annual supply (36 kg) - 18480. There were also sets "Bachelor" (four types, 4 kg per month) and "Family" (four types, 5 kg per month). In absolute terms, the most expensive set was the family set - 60 kg per year for 34,800 rubles. It was an experiment - the offer was valid for several weeks. Two subscriptions for 6 and 12 months were sold. Most likely, the experiment will continue in 2017 - there are no subscriptions on the site yet.

Foggy future

“Frankly, it’s not all that rosy,” Ella admits. - If our client base does not grow organically or there is no investment to increase it, then it will be difficult. We are at the stage when we need to reach a new level, but there are no resources for this.”

To launch a large-scale advertising campaign, the company needs investments. For Ella, this is a sore point: “I don’t really want to let investors into the business. Because after some time, the investor will say that you need to switch to automatic modeling and go online. This is a different idea, a different business. In this sense, I would prefer to take a loan - it will be my responsibility and I will not have to report to anyone.

“Later, when Pelmeshka becomes a big enterprise, we may have both an automatic machine and a budget line of dumplings, but not in the near future.”

A year ago, Ella tried to get a regional loan to open a business under a government program at 7% per annum. With this money, she was going to make the first batch for stores.

“I was told that if I want to take a loan of 1.5 million rubles, I must own two apartments: if I don’t pay, one will be taken away, but I won’t be left homeless. Then I went to commercial banks, but the vast majority of them lend to an already operating business - from a year or more. So this year I will go to the banks again - maybe something will work out. By this time, it is necessary to understand the advertising strategy in order not to waste money.

In mid-2016, Ella made the decision to cut her advertising budgets, focusing on free promotion on social networks - Facebook and LinkedIn. Activity in Vkontakte, according to her, did not bring customers, as well as paid advertising in groups. “Only recommendations worked,” the entrepreneur repeats.

To promote Instagram and Vkontakte is the task of this year. The company does not plan to expand its range in the near future. For complete happiness, it remains only to introduce khinkali: “But you need to learn how to make them flawlessly.”