Which island to open in the mall. Types of business in the shopping center. Planning to open a business plan for a retail outlet

In the conditions of modern competition, sellers of goods are looking for new opportunities that would allow them to sell goods with greatest success. The smallest investment will require an island in mall. This is a small point accessible potential buyers from four sides.

This link will be useful for those who decide to open their island. In the manufacture commercial equipment the requirements of the shopping center and the features of the goods sold will be taken into account.

Advantages and disadvantages

Trading islands have a small area, it rarely exceeds 10 m². This has its advantages:

1. Compactness allows you to save on rent.
2. On such an island, you can sell a wide variety of products, from food products to electronics. Islets can also be used to provide different kind services.
3. Small trading island Can be placed in high traffic areas.
4. Commercial equipment is easy to mount, and if necessary, disassemble and transport to a new location.

But small size outlet also have their drawbacks. These include the impossibility of arranging a fitting room and the lack of storage facilities.

Product selection

When deciding which product is best to trade on an island, it is necessary to evaluate its location.

If your outlet is located near a department with a large household appliances, then buyers may be interested in an inexpensive product, which can be purchased without much thought about the purchase.

Also popular in this place will be a tray with tea and coffee. Cocktail minibars, quirky sweets stalls, and go-to snack shops are very popular in the pedestrian zone.

The island can be a good place to sell decorative cosmetics, as well as other beauty products. In such places, batteries, headphones and various accessories for phones are well sold.

Islands are successful in shopping centers, where they provide gift wrapping services, as well as sell balls and other holiday paraphernalia.

The success of a business depends on several factors. If you have opened an island, then you need to constantly monitor sales. Slow positions need to be changed, since a small display space does not allow demonstrating a large amount of goods.

Orientation to the target audience will allow you to get the first profit very quickly with a minimum of investment.

"Islands" - points with kiosks and counters located between the galleries of shopping centers (SCs). This type of business originated in the United States, then other countries, including Russia, adopted the successful experience. CIAN asked the experts how much a beginner can earn on island trading and what are its advantages.

In Moscow, the tenant of a kiosk with an area of ​​6 sq. m on average can count on net profit from 200 thousand rubles per month, says Maxim Lisitsin, director of work with tenants at ITD Properties.

But how much he actually earns depends on a number of conditions - the choice of the shopping center, the location of the point, the specifics of the business, the neighborhood, etc.

The owners do not live in poverty either - island trade, due to the synergy effect with other stores, brings up to 10% of the total income of the shopping center.

Fast Business

For novice entrepreneurs, the advantage of island areas is that they can literally move into the real sector of trade within a month, immediately see their audience and get feedback.

With online trading, reaching your audience is much more difficult. The creation and promotion of an online store takes from six months to two years.

Roman Pushkarev Head of Brokerage TopUnuts

A feature of island trade brokerage is the speed of the transaction. The average time for signing contracts is two to three weeks. According to Roman Pushkarev, a tenant can enter the Okhotny Ryad shopping center in the center of Moscow and start trading in one week.

The specifics of this business include short time the validity of the contracts. For example, in a shopping center managed by ITD Properties, the lease term for "islanders" is from three to eleven months. As Maxim Lisitsin explained, kiosks are located in areas common use, so the sites may be required for some other purposes.

islands of luck

An entrepreneur's profit from island trade can amount to several hundred thousand rubles a month. The owners of shopping centers "islands" bring up to 10% of the total income.

Range of goods and services

Goods and services of impulse demand are well sold at open areas. Among the profiles that Lately leading in the island trade, we can distinguish gadgets, jewelry, healthy food, cosmetics, costume jewelry, etc.

“The trend of 2017 is the expansion of firms providing services to the population. Among such areas are tourism, dry cleaning, apartment renovation, minor repairs, changing batteries on watches. Entrepreneurs with express manicure services can safely break away on the islands, ”recalls Maxim Lisitsin.

However, concepts that have not yet been introduced or are in the minority in a particular shopping center turn out to be winners.

“The fifth tenant, albeit a federal jewelry brand, will not bring variety to the shopping center, but a beautiful, interesting gift and packaging kiosk, which is run by a creative entrepreneur, can create a special atmosphere in the gallery,” says Roman Pushkarev.

The lion's share of all tenants of island areas - individual entrepreneurs, while among them there are retailers famous brands.

Prices on« islands»

The owners of shopping centers and management companies offer the tenants of the "islands" to pay fixed rates or a percentage of the turnover.

Fixed rates depend on the shopping center category.

rates for kiosks in shopping centers in moscow

With a kiosk area of ​​4 to 10 sq. m:

180-280 thousand rubles per month - in high-class metropolitan shopping centers, such as "Metropolis", "Atrium", etc.;

120-180 thousand rubles per month - in the shopping center is simpler, like "RIO", "Gagarinsky";

80-150 thousand rubles - in the shopping center "Mini Mall", "Sail", "On Begovaya" and others;

50-100 thousand rubles per month - in more democratic centers (Petrovsky, Krug, Univer City, etc.).

Business requires investment, which is always associated with risks. To minimize investments and risks, you can use the idea of ​​a business island. The island in the shopping center is a small trading floor in the middle of the mall.

Many shopping centers provide designated places, mainly on through lines, for rent. The idea of ​​an island business is attractive, as it does not require large investments, it is often used in the development of small businesses.

Opening a kiosk in large shopping centers implies a well-built marketing company.

Planning or looking for economically profitable investment, which pays off in the shortest possible time, the eye falls on the island. Apart from normative documents and contracts, to start trading, you only need to install a lightweight structure, assembled on site from body parts. The existence of pitfalls has provoked some outflow of finance in this area. All features, including negative ones, must be taken into account when opening the island.

Islet Features

Each type of investment is associated with risks, with advantages and disadvantages that are not entirely obvious. The island is no exception, before implementing the idea, you need to know about the benefits:

1. Location in the most popular places where a lot of people accumulate. It is especially good if people expect something close, for example, a session in a cinema;
2. The compactness of the site allows you to save on rent, the size ranges from 2-15 m2;
3. Realization of a huge variety of goods. A retailer can earn with services, food or non-food products;
4. The kiosk is mobile and can change its location if necessary.

A comprehensive study of the business idea should be based on the other side, so the disadvantages are:

1. Rigid design standards. They can be regulated by both the shopping center and the franchise agreement;
2. The showcase is small. On the one hand, it allows you to concentrate the buyer on the target product, on the other hand, it will not work to develop a wide range;
3. Lack of utility rooms. There is no way to try things on, fold them, or produce them. This greatly limits the types of goods;
4. Rent terms. A decrease in the cost of rent may be associated with inconvenient requirements from the shopping center. A preliminary analysis of the terms and conditions of the contract is necessary.

A successful investment is one where the advantages are perfected and the disadvantages are used to their advantage. An interesting idea attracts a stream of customers, but this will take time. For a quick start, a franchise is used, well-known brands will allow you to work under your own name for an agreed fee.

Choice of shopping center

Each center has designed islet locations. They were planned at the construction stage and are located in large gaps of free space. The number of islands is approximately calculated initially, but small changes take place.

To select the best location in terms of cross-country ability and target audience, you should book it from the moment the center was built. This is how the greatest return on retail is achieved, but even in already commissioned shopping centers there are plenty to choose from. For the landlord, the key task is to preserve the overall design or concept of the center, which may infringe creative possibilities for business, they should be carefully studied.

In choosing a shopping center for placement, the patency is considered a fundamental factor. Each center calculates the approximate number of people passed per hour at peak traffic. A good location and a large influx of people are fundamental truths for the success of the island.

Relying only on popularity is not worth it, since centers with a name can set inflated rental prices and harsh conditions for cooperation. There is stiff competition in the most walk-through shopping centers.

In the most popular centers, islands of well-known brands turn out to be more profitable. It is very difficult to compete with them, as the buyer prefers a well-known, advertised brand. An interesting idea does not bring the proper profit, fierce competition quenches the potential. You can influence the behavior of the buyer using marketing and its tricks. Advertising requires financial costs, this should be taken into account immediately, according to agency estimates, the cost of promotion is 60-70 thousand, but it is calculated individually.

An unusual and quite popular outlet in the form of an orange for the sale of drinks.

The overall site design does not always match the idea, as the specific requirements of the landlord take precedence. So shopping centers with a large flow limit the height of the structure, material and often require lighting that organically flows into the room.

Unusual shopping island

Created by custom design

Experience in entrepreneurial activity suggests to many people to start a business with simpler, less promoted, but also more loyal shopping centers. So the cost of rent will be much lower, and the choice of an island will be easier to do due to the availability of places. Here fantasy in the choice of assortment, location, design and decoration plays a key role. It is much easier to compete, the main aspect for the buyer is originality and the ability to interest.

Product selection

There are 3 main directions for retail in the islands:

1. Selling products;
2. Non-grocery goods;
3. Provision of services.

Food products are always in demand, regardless of the situation in the country. Each visitor to the shopping center wants to try interesting drinks, food, and business can be built on this factor. It is the assortment that is important, it can be standard or original.

Without bothering with goods, you can sell drinks, popcorn, cotton candy, etc. Buyers will always be at such an island, but only the choice of location will help ensure a stable influx and interest in the product. Successful kiosks can be found near cinemas, playgrounds, etc. Better to have a crowd of people waiting nearby. The disadvantage of the approach is that everyone knows for sure that after 50 m they will meet the same kiosk, and the price there may be lower.

Unusual and interesting idea always lures visitors, many will want to try something that is not in the assortment of ordinary islands. This is how an individual client base is formed, then it allows you to develop a brand and create kiosks in other shopping centers with an already recognizable name.

Non-food items - the range here is really huge, from beautiful trinkets to useful tools. The main thing in the question is to focus on the target buyer. Probably in the mall there is a fan shop for certain games, cars, etc. High-tech technologies, such as quadrocopters, are popular. By adjusting the assortment for the audience, it is possible to achieve consistently high revenue.

The kiosk with services is very limited in functionality. Most types of services require either privacy or additional space. There are also those that are actively used, for example, nail art, braiding, costume photography, etc.

Standard nail island

In addition to the type of product big role plays its quality. It is necessary to focus either on demanding customers, or on consumer goods. Ordinary, cheap goods are in demand among poor buyers who do not want to overpay, but the profit depends only on the amount of goods sold.

Exclusive, quality goods- this is the prerogative of demanding buyers, but there are not so many of them. The revenue from the 1st product can be good, but the regularity of purchases is low. But the client base is being formed, the number of regular customers exclusive.

Designer t-shirts Provocation

A previously successful island with clothes was extremely difficult to find. The introduction of bright shop windows of the brand Provokatsiya with no less bright T-shirts changed the state of affairs. The somewhat aggressive design of the island and T-shirts appeals to the younger generation. So today the number of outlets has exceeded 100 units - this is all the result of the franchisee.

Initially, it is required to invest about 550 thousand rubles, and the expected profit is 3.57 million rubles.

Tea Funny Point cocktails

Food brands are enjoying incredible success, especially in pedestrian areas. The kiosk sells a bubble tea cocktail. It contains an unusual combination of tea, milk, syrup and gelatin balls with juice. Originality of idea, recognizable brand and minimum investment provoked a whole stir around the brand.

Advantages:

1. A small amount of space, about 4 m2;
2. The royalty is only 4%, it is necessary to pay only for the second year of work;
3. Investments 800 thousand rubles;
4. The design of the kiosk is coordinated with the most popular landlords and does not cause problems with placement.

Autodevice

Auto device is the most successful solution, as the island offers to buy versatile accessories and devices for the car. So the assortment consists of radars, registrars, navigators, etc. A motorist often forgets to purchase such small car components. When the eye falls on such a kiosk, a person automatically remembers that he has long wanted this.

It is convenient to use Autodevice as a franchise because of the symbolic lump-sum fee of 39 thousand rubles, and there is no royalty. To start, you need 900 thousand rubles, the expected profit is 2.1 million rubles.

Experienced entrepreneurs take into account the comprehensive factors of business development. Before starting you need:

• Determining a place to rent. The easy way out is not always the best. It is necessary to find out the conditions and location of several potential shopping centers, then, based on comparisons, determine the best one;
• The orientation of the center should be taken into account, there are clothing centers, restaurant complexes, etc. You don't have to stick to the standard. In the clothing center, an island of products will go well, and in restaurants, exclusive non-grocery goods(for example, a jewelry corner);
• At the initial stage, strict control should be made: for sellers, take into account popular and useless goods, analyze successful marketing moves;
• The design of the island must inspire confidence, so the quality of materials and workmanship are negotiated in advance with the contractor. Conclude a contract for the production of a structure, which specifies all the necessary specifications and delivery time.

In the minds of the inexperienced office workers(they are also the main visitors to shopping centers) an asterisk "I want my own business" occasionally flashes. Outwardly, everything is simple - the task is formulated as "I will open one small point for a start", and then yachts, the azure coast with palm trees, and fresh crabs are rapidly rushing before my eyes. In this kaleidoscope of dreams sometimes linger different kind idle questions like "what should I wear money in?":

Some (about one in a hundred - passionate about the idea) decide to jump into this pool. Most often by buying an already operating store. I will consider the issue of buying an already operating business later, but for now let's focus on opening an "Island" format store (in simple terms - a tray). The area of ​​such a Klondike, as you might guess, is limited by the size of the rent. The bowl is only 5-10 square meters. So, we want to open the "Island" (this term is more harmonious than the tray - looking at the girl with a languid gaze, casually stating - "I have a store in a shopping center, a small one - an island" - better than "I hold the tray."

1. For starters, what to trade. There are a lot of shopping centers in the city, wholesale markets, online stores. An "idea" is like a diamond, you have to find it. And if you find a real USP (unique trade offer), then the key to success is already there. Not 100%, but let's say about thirty. The peculiarity of retail is that even if you sell mink coats half the price of the market, there will be no sales right away. And they won't be for a long time. 1) they will not know about you; 2) those who know will be afraid to buy "why is it so cheap"; 3) those who want to buy - will keep the money (this winter in the old I reach, and then I will buy) and so on ad infinitum. Hysterical "SALE" and "80% discount" in the shop windows will not help much - now it only works for brands. A good USP can be based on Maslow's pyramid of needs (increasing: food, housing, clothes and shoes, medicines, educational services etc. up to souvenirs, easels, violins and Stradivarius drums).

As an option - go to the USA or China (preferably Guangzhou) and walk, look, choose. But this is a serious investment - with the amount of 2-3 million rubles, which you are also ready to freeze for a long time (delivery 2-4 months, sometimes more).

Bad luck? We want to try it right away - palm trees from a dream are pricked in the back with sharp leaves. So - let's list the options "what to trade":
1.1. We are looking for something new in China, we bring it, we open it. Requires investments, plus time and expenses for the organization.
1.2. We wander on the Internet in search of cool wholesale Moscow companies, look at the assortment, wander around the shopping center (shopping center), compare, again look at the assortment of wholesalers. Choose. Uniqueness, of course, no.
1.3. We buy ready business. It is quite possible, but there are two options: a) you can buy a working theme for an expensive price b) you can buy cheaper something that will finally go bankrupt already with you. Consider the value of the business as a turnover for 4-6 months (of course, adjusted for profitability) for a point operating in a small plus. So, a store that makes 200,000 in turnover per month will cost 800,000 rubles - 1,200,000 rubles, including equipment, inventory balance (consider it at purchase prices), lease agreements, etc. If it’s cheaper, it’s a reason for checking, if it’s more expensive, it’s also not good. In general, as I said above, the topic is complex - it will be considered separately.
1.4. Franchise. It requires investments, but we immediately get a) a brand, often known b) a single supplier c) assistance in organizing. Previously, the franchise was a utopia, now there are many interesting ones. I myself sometimes look for them on www.beboss.ru There, for example, there is Sunlight - a worthy topic.

2. Decided on the product, found what you like. Now let's calculate that this will have to be done regardless of the decisions in paragraph 1.

2.1. Rent. You are standing in a shopping mall, 10 square meters. Those. of your expenses - at least 4,500 rubles. x 10 = 45.000 rubles. rent per month. But the rate of 4,500 has long been gone, "this is fantastic", so focus on 65,000 rubles. In such places as Mega, and in general the top shopping centers - rent for the "Islands" is 10,000 rubles. per meter, i.e. your amount is 100.000 rubles.

2.2. Sellers. Robots have not yet been invented (and they will certainly cost a lot), and slavery is prohibited (unfortunately). Those. search and hiring of sellers is an objective reality and necessity. Your point requires 30 working shifts per month for 12 hours (from 10-00 to 22-00). So there are at least two vendors. How much will you pay? Well, I don’t know how everywhere, focus on 1,000 rubles per shift. It's minimum. I would even say 1,200 rubles. Total for the circle goes 36.000 rubles. in addition to rent - it's tax-free. Previously, sellers used to be taken as individual entrepreneurs - but since 2013, taxes on them have seriously increased. Of the taxes you will have - taxes from the payroll, UTII or% simplified from turnover. 20.000-25.000 per month lay boldly.

2.3. Office and warehouse. The product tends to sell. Furthermore - good product sold quickly, bad is not sold at all.

Ancient as life itself, the Pareto rule in action. Your 100 or 1000 items of goods will not be sold at once - the most popular and interesting will quickly leave, the rest will freeze and sales will fall. So it is necessary to plan in advance the renewal / maintenance of commodity balances. Where will you store wealth? It is clear that the requirements for the premises are determined by the product - industrial vacuum cleaners are one thing, jewelry is another. Suppliers will bring the goods, it must be credited, priced, and price tags printed. So either a warehouse (which is less common), or just an office (which is more common). You can, of course, at home - but this is so-so an option.

2.4. Accounting system. Ordering goods from a supplier is an intimate and exciting process. Saying "drop in to the store and take what's on sale" is a nice option, but unrealistic. Especially if the supplier is in Moscow. Those. you need a) a computer, b) a program (Excel will not work here, you need to receive goods, write off sales, control balances). The best way, of course, 1C 7.7. It is possible and 8.0, if there is money - but they already took a lot of them. So we add a laptop (10,000 rubles) and 1C (15,000 rubles). In general, 1C TIS 7.7 is better. + URIB (distributed database management) - but this is already deep in the development perspective. We will immediately mention a printer for printing price tags and invoices, and Internet access - for work (if you rented an office).

2.5. A legal entity with a current account (most likely an LLC), this is 15,000 rubles. Immediately discuss with the bank the installation of a payment terminal - now 50% of buyers have cards. Moreover, the cards allow you to spend loot without interest, but to withdraw interest from ATMs, interest is charged, i.e. the strategy to save on the terminal in the form of "go away and buy" will not work. SKB Bank requires 25,000 rubles. for installing the terminal - having a laugh, we go to Bank24ru and get the terminal as a gift to the current account. I also installed terminals for free at MDM Bank and Sberbank.

2.6. Outsourced bookkeeping. Find a friend - everyone knows an accountant, and while your turnover is small, 5,000 rubles. a month is enough.

Phew...tired. We were left with the choice of a place (I deliberately do not designate it as a priority - there are many nuances. The place is important, but not primary in the sense that everything best places- they are not for you, unless, of course, dad is the owner of this shopping center, but there is always plenty to choose from, so it’s not scary). Further inventory and range; lease agreement, selection and purchase of equipment (with a design project, of course).

But that's all in the next issue of "Shop for Dummies" :)))

UPD. If the theme of the work of retail outlets is interesting, I will write - a look, as they say, from the inside. So add friends and leave comments to identify interest in the topic.

While there is no interest, well, figs with him - there will be interest - we will return the topic.