As the level of well-being rises, we begin to think more and more about the household items around us. Let's take dishes, for example. If earlier we paid attention to what we eat, now we are often interested in what.

Plates, pots, jugs, sets, glasses - the assortment is so large that a good housewife has new dishes quite regularly. Manufacturers are constantly updating lineups, and vendors skillfully display new items on easy-to-view racks, tempting consumers to buy new items.

Conceptual moments of the tableware business

Before deciding to start a business, make a detailed analysis of the tableware market, study the presented range, price range, level of competition. If the final conclusions are in your favor, feel free to move to the heights of the dishware business.

You can start with cheap Chinese and Turkish products. But since the main consumer audience belongs to the middle class, it will not be a big risk to look at the range of average prices represented by domestic and Eastern European goods.

As for the shape, color, material, then trust the opinion of experienced sellers. They advise to make an initial emphasis on traditional white dishes, in which any cooked dish looks great. White color successfully harmonizes with various colors of tablecloths, napkins, furniture. There will not be much contrast when using transparent dishes.

From the material, give preference to aesthetic and practical porcelain. Among its advantages, we note high environmental friendliness, excellent thermal conductivity and great consumer interest. Also, white dishes are relevant in terms of advertising. Pay attention to how many initially white cups, saucers, plates are transformed into gift items with the help of drawings and inscriptions. And how often applied company logos transform snow-white dishes into corporate ones.

By the way, gift and serving utensils, along with cooking utensils, provide the main income of the china shop.

It is better to buy goods directly from manufacturers - first domestic, and then, when you "stand on your feet", switch to high-quality imports. Look for foreign partners on international exhibitions. Cooperation with them involves prepaid work, but for large volumes, a discount of up to 10% is possible. For the first bulk purchase, plan an amount of up to $80-100 thousand.

Whatever the product - beautiful, affordable, fashionable - big sales you should not expect if the store is located in an inconspicuous place on the outskirts of the city. The mass consumer likes to go to supermarkets, located, most often, in densely populated and central areas. In such places, try to rent space for a future store.

For a small shop, 60 m² is enough, for a larger one, designed for several thematic zones, up to 150-200 m² will be needed. With a monthly cost of 1m² of about 200 euros, you can “estimate” yourself how much you need for rent.

The next "sore point" of many entrepreneurs is qualified personnel. When looking for sellers for a china shop, we recommend not chasing slender long-legged girls, but focusing on middle-aged women who know a lot about crockery paraphernalia and are able to convey the benefits of kitchen utensils to customers in an understandable way. Statistics show that it is this type of sellers that the average buyer of tableware has the most confidence in. Based on work in 2 shifts of 3 consultants, plan an expense item with a salary of each salesperson in the region of $300-400.

And another criterion that affects the final result of any business is advertising. For a "ware" entrepreneur, an effective and profitable way to promote a product and promote the store itself is the so-called product placement. Now there are many culinary programs and other programs that use dishes in the transmission process. By concluding a “serving” agreement, you either earn “real” money or receive effective advertising that increases sales.

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to open a tableware store in a city with a population of more than 1 million people for the retail sale of tableware and household items. A feature of the project is a promising cooperation with private craftsmen and the sale of author's dishes, which is a competitive advantage.

For the implementation of the project, a room of 50 m2 is rented, located in a shopping center.

The target audience is the female population of the city aged 20-60 with an average income level. The price segment is medium.

The initial investment is 1,000,000 rubles. Investment costs are aimed at the purchase of commercial equipment, the initial purchase of goods and the formation of working capital, which will cover losses initial periods. The bulk of the required investment is in inventory, which accounts for 50%. Own funds will be used to implement the project.

The financial calculations cover the five-year period of the project's operation. Revenue forecasts and net profit made on the basis of a sales plan of 400 sales per month and an average bill of 1,500 rubles. According to the calculations, the initial investment will pay off in 12 months of work. The profitability of sales in the first year of operation will be 9.4%, while the industry average is 8%. Integral project performance indicators are presented in Table 1.

Table 1. Key performance indicators of the project

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Tableware is a consumer good and is valued not only as a household item, but also as an element of decor. Demand for it always remains at a fairly high level for a number of reasons. Firstly, most of the dishes are quite fragile and break easily; secondly, it is interconnected with the dynamics of real estate sales, since usually new settlers prefer to purchase new dishes; thirdly, dishes and sets are one of the most popular gift options; fourthly, the tableware is influenced by fashion trends, so many consumers want to update it; fourthly, customers spontaneously purchase dishes that they like. Today the market is represented by a variety of products various kinds utensils and price categories to meet any demand.

The dynamics of the development of the tableware market directly depends on the well-being of the population. According to statistics, household incomes against the backdrop of negative GDP dynamics in 2015 decreased by 4% and continued to fall in 2016. The decrease in buying activity led to a decrease in the volume of retail sales of tableware in various market segments. It is possible to maintain the level of sales in the tableware market due to the intensity of discount promotions in stores retail. At the same time, in 2016 there is an increase in the cost of dishes by 10%.

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At the end of 2016, the tableware market in quantitative terms reached 1.47 billion pieces, demonstrating an increase of 3%. Over the past two years, there has been a slight decline in the market, which is explained both by a decrease in purchasing power and a decrease in imported products due to the exchange rate. Tableware imports decreased by 34% in 2015, and its share by Russian market amounted to 46% (against 59% in 2014). Against this background, domestic producers felt much more confident, which was reflected in the growth in the production of tableware. Thus, the production of glassware increased in 2016 by 5.4%, porcelain - by 6%, while the production of ceramic tableware decreased by 3.4%.

Summing up, we can distinguish the following trends in the market for tableware in Russia:

Decrease in buying activity;

Shifting buyers between different price segments;

Reduction of imported products and import substitution policy;

Growth of investments in this industry, which arose as a result of reduced competition from foreign suppliers;

Departure of many sellers from the market;

Growth in sales of tableware in the online trading segment;

Decreased profitability of the dishware business;

Intensity of promotions in dishware retail to stimulate consumer demand;

Revision of assortment policy and decrease in product quality;

Decreased markup on crockery.

Thus, there is a downward trend in the tableware market, which, according to analysts, should change to a positive trend during 2017.

Despite the negative market trends, this type of business is still quite in demand.

3. DESCRIPTION OF GOODS AND SERVICES

This project involves the opening of a tableware store with the aim of retail crockery and household items. The assortment of the store includes the following product groups: glassware, porcelain, ceramics, cutlery, tableware, kitchen utensils, kitchen textiles and decor. The project provides for a multi-brand store format, which will best meet the changing demand of consumers and offer a wider range. The store will specialize only in retail.

The store will operate in a self-service format. As practice shows, such a system contributes to the growth of sales. Goods in the store will be divided into categories: kitchen utensils, tableware (by segments - porcelain, ceramics, glass) and kitchen textiles.

To form the assortment, a thorough analysis of the manufacturers of tableware that are on the market should be carried out. A competent approach to the choice of assortment will allow you to avoid excess inventory, reduce the likelihood of illiquid assets and increase turnover.

When forming an assortment, it is necessary to consider the following recommendations:

Give preference to white dishes - this classic option is most in demand, as it is suitable for any interior and is quite democratic in design;

For initial stage the optimal number of suppliers is 4-5 brands;

Take into account the interest of buyers in a particular type of dishware: porcelain dishes are the most in demand, and in recent times growing demand for glassware;

Ready-made ideas for your business

The need for a variety of assortment with novelties, catchy and bright dishes. Its share in the assortment should be small, but such dishes usually attract the attention of buyers;

The need to have souvenirs, tableware and cooking utensils - each of these segments provides about a third of income during the year;

Apart from famous brands and classic dishes, you can complement the assortment with original and original products made by private craftsmen. Today, there are many talented craftsmen on the market who make author's dishes. Thanks to the sale of such products, you can declare the uniqueness of the range and stand out in the market.

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For the implementation of this project, the assortment was compiled taking into account all the above recommendations. For convenience, the entire range is structured by product type. Table 2 provides a list of products and manufacturers with which cooperation can be established.

Table 2. Planned assortment of a dishware store

	Description	Manufacturers list
China	Tea and coffee sets, dinner groups, serving plates, teapots, salad bowls, bowls, cups and saucers, mugs	Dulevo porcelain factory, Gzhel porcelain factory, Imperial porcelain factory, Kuban porcelain, Wilmax, Twist, Claret, Lequn, ChanWave, Collage, Day, CraftWhite
Glassware	Glasses, drink sets, glasses, flower vases, jugs, fruit bowls, candy bowls	CrystalexCZ,Vellarti, PromSIZ, Experimental glass factory, Pervomaisky glass factory, Arcoroc, Mikasa, Luminarc, Simax
Ware from ceramics and clay	Mugs, plates, teapots, decanters, jugs	Skopinskaya artistic ceramics, Borisov ceramics, Dymov ceramics, Vyatka ceramics, Pskov potter
Cooking utensils	Pots, ovenware, pans, storage containers, cutlery	Aluminum Metallurg Rus, Neva Metal Ware, Enamel, Power Don, KMK, Katyusha, Demidov Plant, Pyrex, SanitetHandel, STALEMAL, Rondell, Tramontina, Gipfel
kitchen textiles	Tablecloths, towels, cloth napkins	Arloni, Toalla, Homequeen, DM Textile, TM Domislava, Slavyanochka, Wellness, MonaLiza, Belarusian linen
	Plates, mugs, cutting boards	Claystreet, Clotis, Cookeramika, Good shop

At the initial stage, it is planned to work with five manufacturers that have proven themselves in the market: Dulevo porcelain factory, Pilot glass factory, Pskov potter, Aluminum Metallurg Rus, Belarusian flax.

4. SALES AND MARKETING

The target audience of the dishware store is the female population of the city aged 20-60 with an average income level. It is assumed that at the initial stage, the main buyers will be visitors to the shopping center who accidentally entered the store, where trade point. Over time, it is planned to form a client base and advertise the store.

To attract visitors to the store, a well-thought-out marketing strategy is necessary. Before opening a store, you should place an ad at the outlet and consider event marketing. It is advisable to time the discount promotion to the opening day or offer the first visitors a card regular customer. An interesting and original option for the opening action is the drawing of a certificate for a master class at a pottery school. You can spread the word about the opening in the media or hand out leaflets inviting you to the store. An effective tool advertising will be a decorated showcase that will attract the attention of potential customers. According to marketing research, 70% of customers enter the store because they are attracted to a beautifully designed window display. The cost of window dressing is an average of 25,000 rubles. A bright sign will help to focus attention on the store. An advertising sign will cost around 15,000, including installation.

Proper design of the trading floor is important element marketing strategy. When placing products on the shelves, the following principles of displaying goods should be observed: dishes should be displayed systematically (taking into account manufacturers, colors, etc.) and without clutter, which will reduce the perception of the assortment by the buyer.

You can also create accounts in social networks, where the goods of the store will be placed, information about discounts and promotions. You can hold a “circle” campaign for a repost - this will expand the audience of consumers. You can run a "product of the week" promotion, offering customers to purchase a certain category of product at a discount.

Another attraction tool is a unique offer, i.e. the presence in the store of a product / service that is not provided by competitors. This will force the consumer to come to your store. For example, it can be dishes handmade, unusual dishes from different countries etc.

This project provides for the following promotional tools:

Promotion with drawing of a free certificate for a master class in pottery -1500 rubles;

Window dressing - 25,000 rubles;

Distribution of leaflets with a 10% discount coupon - 3500 rubles.

It will take an average of 3 to 6 months to promote the store and reach the desired sales volumes - during this time, buyers have time to get to know and get used to the new outlet.

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When planning the volume of sales, some seasonality of the dishware business should be taken into account - in the cold season, they often buy dishes for tea and coffee, and in the summer months - dishes for cold drinks. During the New Year and spring holidays, sales volumes increase by 2-3 times, the greatest demand is for giftware.

The planned sales volume is calculated based on the average check amount of 1,500 rubles and the number of customers - 400 people per month. Thus, the average size revenue will be 600,000 rubles per month. It is planned to reach the declared sales volume in the fourth month of the store operation.

5. PRODUCTION PLAN

The implementation of this project includes the following stages:

1) Business registration. No special permits are required for retailing tableware. However, the dishes are included in the list of products subject to mandatory certification by the decision of the State Standard. This should be taken into account when choosing tableware suppliers.

To open a dishware store, you will need to collect a package of documents, which includes a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspectorate, regulations to the store.

For reference commercial activities an LLC is registered with a simplified taxation system (“income minus expenses” at a rate of 15%). Type of activity according to OKVED-2:

47.78 Other retail trade services in specialized stores.

2) Choice of location. As with any retail establishment, location plays an important role. The location assessment of the store takes into account such components as the characteristics of the area, ease of parking, the intensity of pedestrian traffic, visibility and noteworthiness, proximity to similar enterprises. The required store area is at least 40 m2. For a store with a self-service system, an area of ​​​​at least 50 m2 is desirable. However, it all depends on the scale of the store and the assortment.

This project provides for the lease of premises in a shopping and entertainment center. It is important that there is no analogue store on its territory, which reduces the level of competition. The advantage of this location is the continuous flow potential buyers. The main disadvantage is the high rent. A retail space of 50 m2 costs about 50,000 rubles on average.

3) Equipment retail space and shop interior. The interior of the store plays an important role in the perception of customers. The retail space should be bright and cozy, imitating a home environment. When choosing the premises for the store, the criterion for the suitability of the pavilion for the start of work was taken into account, so there are no repair costs. The decor of the room will need 15,000 rubles. In addition, you should purchase commercial equipment - racks, showcases, cash counter, cash register. Since the store operates in a self-service format, several racks will be required on which the goods will be placed. For the initial stage, one cash desk is equipped in the store, however, when the planned sales volume is reached, a second cash desk will be installed. Table 3 shows the main equipment costs, which amount to 132,000 rubles.

Table 3 Equipment Costs

4) Purchase of goods. Having decided on the suppliers, it is necessary to purchase goods for the store. Practice shows that for a small dishware store, 500,000 rubles will be enough to form the initial assortment. Based on the specifics of demand and the conditions of suppliers, it will be necessary to purchase additional goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to exclude illiquid assets and oversaturation of product shelves.

5) Recruitment. The main staff in the store are sales assistants. It is on them that the success of trading largely depends. Portrait of a sales assistant: a middle-aged woman, smiling and polite, who knows a lot about crockery paraphernalia and is able to convey information to the buyer in an understandable form. Practice shows that it is this type of seller that inspires the most confidence in the average buyer. The key criteria in the selection of personnel are communication skills, responsibility, courtesy, and the ability to work with people. For the initial stage of the store operation, two sales assistants and two cashiers will be required. A shift work schedule is provided, one sales assistant and a cashier work in each shift. The functions of a manager and accountant are assigned to the entrepreneur himself - this will save money in the first months of work.

Before starting work, the staff must be trained, having familiarized themselves with the range of products, their characteristics and sales technology.

6. ORGANIZATIONAL PLAN

The preparatory stage lasts about two months, during which it is envisaged to go through registration procedures, establish partnerships with suppliers, search for suitable premises, recruit personnel, and purchase equipment and goods.

In this project, the entrepreneur performs the main functions of a manager - he goes through all registration procedures, recruits personnel, negotiates with landlords and suppliers, purchases goods, is engaged in strategic promotion of the store, and controls sellers.

For implementation trading process The store is staffed by sales assistants and cashiers. Since the store is open daily, a 2/2 shift schedule should be established. Shift - a cashier serving the cash desk, and a sales assistant working in the hall.

The opening hours of the store coincide with the opening hours of the shopping center - from 10:00 to 22:00. Based on these conditions, the staffing table is formed. The wage fund is 106,600 rubles.

Table 4 staffing and payroll

	Position	Salary, rub.	Quantity, pers.	FOT, rub.
Administrative
	Supervisor
Trade
	Sales Consultant (shift schedule)
	Cashier (shift schedule)
Auxiliary
	Cleaning lady (part time)
	Total:			82 000.00 RUB
	Social Security contributions:			24 600.00 RUB
	Total with deductions:			106 600.00 RUB

8. FINANCIAL PLAN

The financial plan takes into account all income and expenses of the project, the planning horizon is 5 years.

To launch the project, it is necessary to calculate the amount of investment. To do this, you need to determine the costs for the purchase of equipment, the initial purchase of goods and the formation of working capital, which will cover the losses of the initial periods. The initial investment for opening a dishware store is 1,000,000 rubles. The main part of the required investments falls on commodity stocks - their share is 50%; 30% falls on working capital, 13.2% for the purchase of equipment, and the remaining 6.8% for advertising, business registration and arrangement of retail space. The project is funded by equity. The main investment cost items are shown in Table 5.

Table 5. Investment costs

Variable costs consist of the cost of purchasing goods. To simplify financial settlements variable costs are calculated based on the sum of the average bill and a fixed trade margin of 60%.

Fixed expenses consist of rent, utility bills, fund wages, advertising expenses and depreciation charges. The amount of depreciation is determined by the straight-line method, based on the useful life of fixed assets in 5 years. Fixed costs also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the amount of revenue.

Table 6. Fixed costs

Thus, the constants were determined monthly expenses in the amount of 179,100 rubles.

8. PERFORMANCE EVALUATION

The payback period of the project with an initial investment of 1,000,000 rubles is 12 months. The net monthly profit of the project upon reaching the planned sales volumes will be about 50,000 rubles. It is planned to reach the planned sales volume in the fourth month of operation. The profitability of sales in the first year of operation will be 9.4%, while the industry average is 8%. The return on investment is 13.6%, and the internal rate of return exceeds the discount rate and is equal to 9.72%.

The financial plan takes into account the optimistic sales forecast that can be expected due to the favorable location of the store and high traffic of potential buyers.

9. POSSIBLE RISKS

To assess the risk component of the project, it is necessary to analyze external and internal factors. The specifics of the institution determines the following risks of activity:

Increase in purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increasing costs and, as a result, selling price which could negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a lack of goods. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions which provide liability supplier in case of their violation;

Insufficient level of demand. This risk is one of the most probable and may arise due to both low solvency of demand and high distribution costs. It is possible to reduce the risk with careful planning of store activities and financial results, wise choice commercial premises, carrying out various promotions and discounts, encouraging repeat purchases, flexible pricing;

Reaction of competitors. Since the tableware market is quite saturated and the competition is high, the behavior of competitors can have a strong influence. To minimize it, it is necessary to create your own client base, constantly monitor the market, have a customer loyalty program and create competitive advantages;

property risks. This category includes the risks associated with damage and theft. Crockery is a rather fragile item, so it is not uncommon for it to be damaged. The self-service system increases the likelihood of this risk occurring. Minimizing the threat will allow the sales assistant to check the goods that enter the store, control the situation in trading floor.

Problems with personnel, which means low qualification, staff turnover, lack of motivation of employees. The easiest way to reduce this risk is at the stage of recruitment, hiring employees who meet all the requirements. It is also worth considering bonus motivation for employees;

210823 times.

Profitability calculator for this business

The market is a place where everything is constantly changing. Moreover, changes and changes also apply to such segments, where there seems to be nothing to change. For example, in the area of ​​selling the most elementary household items - dishes.

It seems that you can’t think of any special innovations or tricks here, but there are subtleties everywhere, including in the sale of dishes. And knowing some of them can increase sales at times. What are the wonders of marketing? And what needs to be done to successfully apply them?

Who? Where? When?

Let's start with the most basic - with the buyer. There are three questions to be answered here:

• who buys your dishes?
• when does he buy?
• where does he do it?

The first question concerns the price segment, which can be economy, medium and premium. Everyday economy dishes will be constantly bought by 80% of the population (because it breaks from time to time). 40% of the middle class will be tempted to the medium (and very, very rarely, since they will use it only on holidays). And a maximum of those 10% of the population that got out in " big people and now take care of the external trappings of their status consumption. Which, by the way, is very good for the seller, since high-status consumers have to follow fashion trends that are constantly changing even in the field of kitchen utensils(although not as fast as in clothes).

In the meantime, it remains to decide when and where people buy dishes? With regard to the economy segment, the answer will be banal: as needed and during long trips to supermarkets (when products are purchased immediately for the whole week). That is, on the shelves of related products. But for a medium and premium dishes, people may not be too lazy to go to specialized stores that are located ... where? This is an interesting question.

Anchor for the buyer

Let's start with the fact that a specialized dishware store does not have to be located in the business center of the city. Firstly, for economic reasons - the rent of retail space in such areas is too expensive. And secondly, in the view of even a rich person, kitchen utensils are not such an important acquisition to go for them somewhere very far away.

Therefore, it makes sense to open a dishware store even in a residential area, since many of these areas themselves represent cities with a population of over 100,000 people. But even here there is a subtlety: a shop selling utensils should not be located completely on its own. It must be located next to other shopping centers, which in modern cities play the role of "anchors" of consumer demand.

So a store that sells dishes can be either a separate building or a cell in a shopping center - the main thing is that it catches the eye of potential buyers more often. The rest will be a matter of technology. If, of course, it is applied correctly. In any case, knowledgeable people are sure that any product can be made a financial "goldfish" if three conditions are met:

• hire good sellers;
• choose the right assortment;
• competently organize merchandising (that is, the supply of goods).

At eye level

Let's start with the range. Experienced retailers say that most of the products in shopping malls belongs to the middle price segment. For very cheap and very expensive goods, no more than 15-20% of the assortment remains.

However, most of the revenue, as already mentioned, is brought by expensive and medium-sized goods. How do sellers achieve this ratio?

First of all - due to merchandising. The simplest of merchandising rules is the location of the most hot goods on shelves 110-130 cm from the floor, at eye level. Goods of the medium segment, which are in a conspicuous place, provide up to 40% of sales. Above are more expensive goods, and below the level of the hands (50-60 cm from the floor) - quite an economy segment.

Let's start with an elementary technique - specialized corners that can draw attention to certain types goods. Plates and dishes will look much more solid in a specialized department facing the buyer.

If a potential buyer suddenly sees a table served for dinner in a supermarket among long rows of shelves, then this will certainly attract his attention. And if the table is served and decorated in accordance with all the rules, and there are nice consultants next to it, ready to talk about the action of a company that specializes in the production of tableware of such and such a brand, then with a probability of about 90% it can be assumed that the name of the company is the buyer will remember. As well as the appearance of her products. And on occasion, such dishes will buy.

However, supermarkets are usually not eager to arrange such performances. But they have other tricks. For example, a combination of medium-class dishes and souvenirs made of porcelain or faience in one department. The combination of dressy trinkets with plates turned to face the customer creates an upbeat mood that helps a person to decide on a purchase. But expensive premium-class dishes are usually exhibited in glazed mirrored display cases-slides, which by their own appearance should emphasize the luxury of the proposed product. Ideally, such showcases-slides should be rotating and backlit. Silver and gilded cutlery sets are sometimes even placed in jewelry counters. As for more prosaic kitchen utensils (knives, ladles, pots, etc.), instead of horizontal shelves, vertical perforated panels are fitted for them, on which these items are hung.

Another trick: frying pans and other small utensils (spoons, spatulas, ladles, etc.) are displayed several units at a time - from 3 to 10 pieces. This layout makes the product prettier and "richer", and at the same time creates an association with inventory, which in itself instills confidence in the soul of the buyer.

"20 to 80" in a china shop

Then the question arises: if large supermarkets are familiar with all the know-how to increase sales of tableware and use them, then what about a single store that is going to do the same? How can a small shop (colloquially "china shop") compete with the sharks of the big china business? Will it work?

The answer is simple: it will work if you remember about the “20 to 80” rule, which we have already talked about.

To put it simply, super and hypermarkets do business on those 80% of buyers who spend 20% of their money on dishes. And a specialized dishware store will have the task of attracting those 20% that the remaining 80% will spend. But how to do this if all the ways to attract customers are already known and used?

First, not all are used. In supermarkets, it is still extremely rare to find themed corners. You can understand the owners of supermarkets - retail space should give a quick return. And when and to whom can an exemplary served table in the trading floor bring profit? But this question will no longer be before the owner of a dishware store.

Secondly, the owners of specialized stores have access to some other ways to promote their products. For example, sales different types dishes can be enlarged if they are displayed on display windows not in the form of empty plates, but with contents. Of course, not real, but various dummies. This effective method increasing sales has long been used in Japan. Another way to attract consumer interest is the creation of corners of dishes associated with national cuisine. This move is promising because it is in this area that the influence of kitchen fashion is present.

Again, if space permits, 4-5 square meters can be allocated in the store to conduct workshops on the proper handling of exotic dishes. These events can be recorded on video and posted on the store's website, then the club of loyal fans will eventually form by itself.

And, of course, the staff. It is preferable to recruit women aged 40-45 as sellers in a dishware store. They come across as seasoned kitchen experts in their own right, and buyers will tend to heed their advice.

In this article, we will talk about another product that is in demand among buyers and belongs to the category of home improvement and decoration, namely, dishes. We can safely say that this niche is not new and the market already has its own serious players who provide a fairly wide selection of goods. And if in big cities the lion's share of sales in this segment is carried out by large retail chains, then in small town, it is quite possible to compete and receive a stable profit. In large cities, it makes sense to sell something exclusive, such as handmade dishes, or to be the official representative of some new trademark. Thus, you will compete minimally with trading networks and you can provide a fairly unique range.

Let's look at how to open a dishware store and whether it is profitable to do it. We will try to describe step by step all the main aspects of running this business so that you have a general picture and an algorithm of actions.

Documentation

As with any business, first you need to know what documents you need to issue. We will provide you with a basic list of the paperwork and permits you will need to retail your tableware.

• open IP.
• specify OKVED for activity. For Russia, this is 47.59.2. For Ukraine - 47.
• conclude a lease agreement for the premises.
• have quality certificates for the goods.
• if necessary, obtain permits for trade from the SES and the fire service.
• recruit staff.
• arrange a corner of the buyer.

In order to do everything correctly in the legal field, we recommend that you seek the advice of a lawyer.

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Premises and place for trade

In the second step, you will need to take care of choosing the location of the retail space, as well as its size. The shopping center is considered a very good place for any store, including a newly opened housewares store. Although there are also disadvantages: it will be a problem to find a free place, and the rent in large shopping centers, as a rule, “bites”. But a big plus is a continuous stream of potential buyers. In fact, your store will receive customers without initial promotion.

When starting in such a business, it is necessary to pay due attention to interior design. The right atmosphere, the choice of the right color scheme and texture of the walls is very important. To do this, you can use wallpaper or Venetian plaster in pastel shades, it is advisable to pick up paintings or place photographs on the walls. It will be useful to create a sound design. Soft, pleasant classical music is a good solution. You can negotiate with suppliers about branded racks, where the display of dishes will look even more impressive.

Another way is to launch a store in a separate room. In this case, in addition to the same repair costs, you will need to think about protection and promotion, and this is also an additional investment.

The average area of ​​a small glassware shop is 25-50 sq.m. This is quite enough to place the racks and arrange a presentation of the entire range.

Equipment

The third stage is the purchase and installation of commercial equipment. When starting a business selling dishes, you will need to calculate all the necessary investments in these devices.

You will need:

• racks with shelves.
• showcases.
• hanging shelves.
• furniture for the workplace of the seller.
• security alarm.
• window lighting system.
• room decor accessories.

As mentioned above, the main thing is to create a cozy atmosphere with beautiful presentation commodity groups. This is especially true for exclusive dishes or for handicrafts.

Range and suppliers

The fourth stage in compiling a business plan for a dishware store is drawing up an assortment.

The first thing you need to decide on is the type of product: exclusive, everyday kitchen utensils or handicrafts. The second is the price range and the presence of target buyers. The third is the manufacturers with whom you will cooperate.

I would like to note that if we talk about opening a department with dishes in a big city, then we can consider all options. But if your choice is a small store in a small town, there is no need to experiment and it is better to choose dishes for daily use as the basis of the assortment, and have 80% of cheap products and 20% of more expensive manufacturers in stock.

Main product groups:

• kitchen utensils (watering cans, lemon makers, spatulas, meat hammers, etc.).
• kitchen utensils (pots, pans, stewpans, etc.).
• storage utensils (jars, trays).
• goblets, glasses, decanters.
• children's utensils.
• for microwave ovens.
• knives.
• plastic utensils.
• tableware (bowls, plates, sets, cups, forks, spoons, etc.).

In general, there is a universal dish that is in demand at any time. This is porcelain ware of white and dark color. It is popular in restaurants, cafes, and in every home is used very often. Food in white plates looks spectacular, and it goes well with any tablecloth.

Sets of dishes in black (with or without a pattern), as well as white with a colored pattern, are also in high demand. Experts say that the most popular are sets of dishes for everyday use. Cooking utensils and gift sets account for only about 30% of all sales.

When opening a dishware store, it is advisable to immediately start working with several manufacturers, including domestic ones. Research prices and see where you can compete with similar outlets. Always take quality certificates for the goods, this will protect you from unnecessary fines that may follow after checking by a special commission.

Tableware suppliers can be found on the Internet. You can contact the manufacturers directly and ask them for the number of the nearest official dealer in your region.

Staff

Guarantee successful work a shop selling utensils will have a skilled and competent sales assistant. Your employee should understand the assortment and be sociable. After all, people who can advise a suitable option, orient as producers, appointments, who know how to cook and set the table, inspire more confidence in the buyer. And the most important thing is that the sellers themselves like the assortment, because only under this condition they can easily convince even the most skeptical customer to buy the offered goods.

As an entrepreneur, you can take on the duties of an accountant and a manager.

Advertising

It is very good if you take care of advertising your business. You can create an online store, order outdoor advertising(well, if it is unusual and memorable), place an advertisement in local media, including culinary magazines and newspapers. But you can also rent dishes for culinary events, negotiate with chefs who conduct master classes to advertise your dishware store.

Do not forget also about holding various promotions, contests with prizes, think over a system of discounts. Then every person who visits your store at least once will want to become a regular customer.

Factors affecting the increase in sales

Many changes in society entail an increase in sales of tableware. For example, an increase in the number of weddings, according to statistics, invariably leads to an increase in sales of this type of product.

An increase in sales in the real estate market also leads to a greater need for the purchase of this type of product: in new apartment with new furniture and, of course, with new utensils.

In addition, the market development factors in this area are the ever-growing range of tableware and the fashion for exclusive and interesting services. Fashion dictates a lot, and the color of the plates and their shape may vary depending on the directions. Previously, all plates were equally round, but today there are no other dishes: round, square, triangular, oval-shaped, and even in the form of various figures - for every taste of the buyer. Table setting in our time is a whole art, and restaurants are constantly looking for the most interesting options for tableware sets in order to surprise the client. And if you decide to become the owner of a dishware store, try to take care of the variety in the assortment and the constant replenishment of the counter with new products.

The way you present your product on the windows and shelves of the store also significantly affects the number of sales. For example, the “warehouse” format, which is familiar to sellers, is inconvenient for the buyer.

Experiment with the arrangement, plus you can make several stands designed for specific brands of manufacturers. People should imagine how this dish will look in their kitchen.

How much money is needed?

Now let's move on to the financial side of considering a business plan for a dishware store, namely, a description of how much it costs. We will indicate only the basic costs, and you will already substitute the values ​​\u200b\u200bfor your region and your range of goods, each final amount will be different.

Starting investments:

• cosmetic repairs - from $ 120 per 1 sq.m.
• purchase of equipment – ​​from $2000
• paperwork - $200
• purchase of a range of goods - $ 7000 - $ 10,000
• corporate identity and decor (signboard, business cards) – $250

Monthly investment:

• rent for the premises - from $7 - $10 per 1 sq.m.
• utility bills - $20 - $30
• taxes - $120
• salary - from $ 200 per employee
• advertising - $50
• replenishment of the assortment of goods - $ 1500 - $ 2000

Based on this list, you can tailor it to your needs and add missing expense items.

How much can you earn?

The average margin on dishes is - 25% - 30%.

For example, for plastic products, it can reach - 50% - 100%.

Everything will depend on the manufacturer and the quality of the product.

The payback of a business selling dishes is from 1 year.

Findings. Opening your own dishware store is a profitable niche for entrepreneurs who want, and most importantly, know how to work in competitive environment. Here you will either offer unique products, or a very wide range of products, or you will take a lower price. But in any case, you can compete and get a stable profit is also quite realistic.

Do you have experience in this niche? Looking forward to your feedback below.