home » Terms » Islands for shopping centers: starting a retail business. How to open a point in a shopping center: a step-by-step plan A department in a shopping center

Islands for shopping centers: starting a retail business. How to open a point in a shopping center: a step-by-step plan A department in a shopping center

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

This link will be useful for those who decide to open their island. In the manufacture of 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:

Compactness allows you to save on rent.
On such an island, you can sell a wide variety of products, from food products to electronics. Also, islands can be used to provide various types of services.
A small trading island can be placed in places with high traffic.
Commercial equipment is easy to mount, and if necessary, disassemble and transport to a new location.

But the small size of the outlet has its 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 large household appliances, then buyers may be interested in inexpensive goods, which can be purchased without much thought about buying.

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 area.

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.

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Many small business entrepreneurs are faced with the difficult choice of opening their own stand-alone store or renting a small outlet in a mall. Both options have their pros and cons. St. Petersburg entrepreneur Dmitry Ogorodnik also faced such a choice - he already had a separate store, but he also decided to test drive in the “island” format in a shopping center. We think it will be useful for many small business entrepreneurs his experience.

34 years old, an entrepreneur from St. Petersburg, CEO of the Karelshungit company, which manages stores and "Planet of Shungite". Education: Ryazan Institute of Airborne Troops. Dmitry Ogorodnik - author business blog in which he shares his own entrepreneurial experience. Until the end of 2016, the company had its own offline store; in December, a retail outlet was opened in the June shopping center.

Think design, make a good presentation

The advantage of shopping centers is that there is already traffic there. You will not need to spend years for people to find out about the location of your store and start visiting you. You immediately get access to a mass audience.

The first thing to understand is that although you sign a lease agreement, in fact, you do not need the lease itself, but access to the maximum number of people who “live” in a particular shopping center.

Therefore, you need to start by setting yourself up - your goal is not just to get into some kind of shopping center, but to find a good passable place in any shopping center.

The first thing to do is create a presentation. Almost all shopping centers will ask you to upload a presentation of your project; without it, your proposal will not be considered at all. The presentation should include the following:

Design for your store. It must be ordered in advance, even before you start looking for a place.

Competitive advantages. Write why you are a great option for a mall. Here you have to turn on the fantasy and come up with arguments.

Portrait of your target audience.

Planned average check in your store.

General information about your company.

The most important point is about design. Accordingly, you will need to find an agency that develops the design of outlets and stores. There are not many such agencies (at least in St. Petersburg), but they do exist.

You need to think about how the store will look schematically - i.e. how the showcases will be located, what kind of showcases they will be, where the checkout area will be, etc. If you don’t have your own thoughts on this, then I advise you to walk around the shopping centers and look at the points that are already working. And decide what you like for the sample.

Then the designers will have to turn your general scheme into a 3D visualization. This picture needs to be inserted into the presentation - 50% depends on it, what decision will be made on you. If there is no picture, decision makers will simply not be able to understand whether you will fit into the overall visual concept of their mall.

I want to warn you right away: if you want an “island”, then it’s better to immediately plan to make it out of glass and plastic. Not from wood! Then there will be more chances that you will be approved. Shopping centers are very fond of plastic "islands".

After the presentation is ready, you need to make a list of all the shopping centers in your city. You need to contact all possible. And then choose from what you will be offered.

In all shopping centers, either the contract department or the rental department is engaged in renting. You need to find on the Internet all the contacts of rental managers from the relevant structures. Then - call them, ask about free places, clarify working emails and send your presentation.

Be prepared for the fact that at first no one will answer you at all. In a few days, I advise you to call everyone again, remind them of yourself, and ask them to watch your presentation. If necessary, you need to call every 3-4 days - until you are directly told that “there are no places” or “you do not fit into our concept”, or they offer some options.

Suppose you still waited for feedback, you are offered some options to choose from and invited to meet with the manager.

And here is a very important point: before this meeting, be sure to go to this shopping center, moreover, it is advisable to go at least twice - once on weekdays, the second time on weekends. Take a comfortable place for observation and calculate the patency. Track how many people pass by your future store in 30 minutes or an hour. This will allow you to identify potential traffic.

Also look into the quality of parking, access roads, competing malls nearby, etc.

Read the contract carefully, bargain,
ask for rental holidays

Let's say they called you back, offered an option, you monitored everything and everything suits you. And then the contract will be signed. But before that, as a rule, you sign a preliminary agreement or an agreement of intent (this is, in fact, the same thing). This document specifies the footage, the amount of payment, the terms of cooperation, etc. Negotiate before you sign. As a rule, 10% of the advertised rental price can always be discounted.

You need to read the lease agreement very carefully, delving into each clause. Each shopping center has its own lease agreement. And very often there are a lot of different nuances that can put you in a very unenviable position.

It is important that you are offered so-called rental holidays. Usually it's a month, maximum - two. This is the time for you to prepare your sales equipment and equip your outlet. If the contract does not contain a clause about rental holidays, then be sure to ask about it!

If everything in the contract suited you and you signed it, then it's time to put into production the equipment of your outlet - according to the approved design.

Do not forget that very often the designers themselves have access to various industries - and they can advise you on a good contractor. If your designer does not know anyone, then Google with Yandex will help you - there are a lot of companies that manufacture equipment, choose according to the ratio of price and quality, and do not forget to monitor reviews.

Start hiring sellers
order acquiring, equip a point

While the equipment is being manufactured, run the process of hiring sellers in parallel. This is not a quick matter, it may well take 1-1.5 months. In our experience, this is how long it takes to find competent sellers.

Then you immediately need to apply for registration and installation of acquiring. It happens that they are also delayed with it - it may take a couple of weeks until you get a terminal.

Request your copy of the contract as soon as possible. The administration of the shopping center can delay this - for example, send it for signature to its directors and departments. And you will need it in order to put the cash register. It will need to be ordered from specialized companies and registered with the tax office.

And at the same time, you need to purchase commercial equipment. In our case, this is a jewelry store - so we ordered plates for rings, earrings and other products.

All installation works are carried out at night, so you will need to apply for the installation of equipment in advance.

If you did everything right and conducted all the processes in parallel, then your outlet should start working soon.

And now our experience

When we opened our first “island” point, there were doubts. We launched it as a test format. Someone said that the islands are not the format that suits the jewelry. Like, no one approaches them, no matter who you ask, all their wives bypass them. Allegedly, in itself, this is a zone of discomfort - you stand and choose, and people walk by.

On the other hand, in 2011-2012 I myself worked on the "island" - and sold well. People approach, are interested, buy. So I thought it was worth at least trying. Even if it doesn’t work, the rent is not so expensive, you can work in the red. The main thing is to understand whether the format is suitable or not.

So, we opened our first "island" in the St. Petersburg shopping center "June" in December 2016. The first month worked "to zero". For us, "zero" is 260,000 rubles of turnover.

January 2017 started neither shaky nor rolly. For the first eleven days, we again went “to zero” in terms of turnover. I walked around very upset. It seemed that this would continue. There were thoughts that, no, the “island” format is really not for jewelry.

But after the holidays, the situation changed dramatically. Sales went up. As a result, January was closed at the amount of 417,000 rubles. And this is already a net profit - over 150,000 rubles. For us, this is an indicator that the format makes sense.

And we closed February already at the figure of 750,000 rubles. According to intelligence, we overtook the closest competitors who have been trading silver in the same shopping center for nine months. Their maximum turnover at this place was about 600,000 rubles in December.

Our net profit in February turned out to be around 300,000 rubles. This is significantly more than our expectations. So, we can already say for sure that this is a working format, and we will promote it.

Now they have already begun to look for a new place for the second "island". When we fully work out the format, we will start working on the franchise. But this is the future.

Fast food - traditional hamburgers and hot dogs, pizza, pancakes
Refreshing drinks - cocktails, bottled water, soda
Gadgets and accessories - phone cases, headsets, key chains, wallets
Bijouterie - watches, women's and men's jewelry
Cosmetics and perfumery
Souvenir products - designer t-shirts, mugs, badges, themed souvenirs
Coffee house - coffee to take away or drink at the bar
Car accessories - key rings, heated seats, dashboard souvenirs, any car device interesting to the client

When choosing an assortment, consider the specifics of the shopping center. For example, accessories and perfumes will be in demand in clothing centers, while drinks or fast food are universal and suitable for almost any shopping center with good attendance. Also, when choosing, you need to take into account the requirements of the center itself, often in the charter of the shopping center there are bans on the operation of stalls selling exotic food or perfumes, since the smell will spread throughout the trading floor. Study the specifics of such trading platforms and the center where you are planning to open in order not to be disappointed in the business in the first month of work.

An important factor is the lack of competition, especially from large stores. For example, it makes no sense to sell shoes on an island in a shopping center that specializes in selling clothes. A much more profitable solution would be to sell accessories or clothing care products in such a place.

So, when choosing an assortment, take into account the interest of customers, the type and features of the shopping center, the presence of competitors who can offer a better assortment, more attractive prices or other advantages.

Where to locate the island: choice of shopping center

The location of the outlet directly affects. The choice of shopping center is made taking into account the following factors:

The target direction of the shopping center, whether it fits the selected assortment.
Availability of convenient areas in the shopping center (foyers, halls, passage corridors between stores).
Availability of shopping center conditions for the design of a shopping island - the requirements are reduced to the type of structures, the presence of glazed structures, lighting and other parameters corresponding to the general style of stores.
The presence of a list of products allowed for sale from the shopping center, some centers prohibit the sale of food, souvenir kiosks and the distribution of some other goods.

The main factor of choice is the attendance of the shopping center. You can get acquainted with the figures by studying the statistics of the shopping center published on official websites. Chasing high attendance is not always worth it. Rent of trading floors in centers with high attendance is higher than that of competitors. At first, the cost of rent is a priority and it is better to give preference to a lesser-known establishment with an affordable rental price.

In addition, popular shopping centers put forward increased requirements for the design of shopping islands. Require the provision of visual materials on the location of the island in the trading floor. Making sketches and visualizations in a design office is expensive and these requirements are considered unnecessary.

When signing the lease agreement, specify the possibility of installing additional islands on the territory of the shopping center. If the business goes well, expanding the business will generate additional profits and it is necessary to consider options for renting additional sites in advance.

Pay attention to the presence of security in the shopping center, which will monitor not only individual stores, but also the island in the trading floor. The availability of goods makes them easy money for attackers.

When choosing, focus on the cost of rent, opportunities for developing your business, and the presence of mall rules.

Benefits of a shopping island

A trading island is an optimal platform that does not require significant investments in rent. The island has the following advantages:

The positive features of the island make it a convenient platform for trading and working with clients. Ordering an island with a bright decor, you will be in the center of attention, attracting customers and not letting them just pass by.

Islands for shopping centers, equipped with wheels, designed, for example, for the sale of food products, are convenient for moving around the shopping center. By choosing such a site, you can agree with the shopping center on preferential terms of cooperation, because the rent will be minimal. In addition, the wheelbase will allow you to follow the customers, taking into account the workload of various departments at different times of the day.

Possible disadvantages

In addition to the obvious advantages, the trading island has disadvantages that must be taken into account when planning the operation of the site. In particular, the disadvantages include:

Lack of storage spaces in the island - it will not be possible to store a stock of goods or products
Decrease in trade due to the wrong choice of trading positions - a small area means little space for demonstrating goods, and if goods that are uninteresting for customers are displayed in the window and are not yet updated, interest can quickly disappear
Strict requirements for the design and assortment of products from most shopping centers, the island must match the style of other stores, merge into the general

All the shortcomings come down to the limited space that must be used wisely. Check in practice which products attract the attention of customers by putting them in prominent places. Change layout options and assortment to find the best solutions and attract loyal customers with new products. There is always room for experimentation in trading.

To avoid most problems, check out the requirements of the shopping center for the placement of islands. Compliance with the requirements and norm of the lessor excludes and allows you to work quietly, making a profit.

We work independently or under a franchise

Starting a business on your own, selecting and purchasing goods can cost a relatively reasonable price, without exceeding the budget. But, working on your own behalf, you lose the main component of trade - brand awareness. Customers see your trading platform, but do not see familiar advertising, a familiar logo on it, the effect of trust in a trusted brand does not turn on, which means you risk being left without buyers for a long time before you earn your own positive reputation.

To immediately start successful trading, you can use the job offers on. Many major brands operating in the food, cosmetics, perfumery, apparel and jewelry trade offer franchise collaborations. In particular, there are many offers for small sites, such as shopping islands for shopping centers.

Working on a franchise, you immediately get the opportunity to offer products from a trusted brand, the ability to use a well-known logo when designing an island. Working under the franchise of a well-known brand, you can ensure an effective and constant influx of customers from the first days. Franchise companies offer their own options and solutions for the design of retail islands, the client can get a ready-made design at his disposal, bypassing the stage of designing and manufacturing a site to order.

Regardless of the option you choose, consider your own financial capabilities and timely payback options for the business.

Before ordering the manufacture of a shopping island, pay attention to the recommendations for starting a business:

Weigh the pros and cons of the islands - this marketplace is beginner-friendly, easy to maintain and a good level of profit if done right.
Carefully select the assortment, take into account the interest of customers and the orientation of the shopping center where the island will be located
Do not chase high attendance figures when choosing a shopping center, it is better to choose a favorable combination of rental cost and the number of customers per day and on weekends
Choose an attractive island design, provide more space for displaying goods, attractive structure design, create storage space for products.
Consider starting a franchise business - a well-known brand will help you start successful trading from the first day.
Participate in sales - for the first time, you can work as a seller on your own or control the work of sellers, this will allow you to better understand the needs of customers, make changes to the business strategy.
in other shopping centers, design features, methods of working with clients and other things useful in work.
Refresh your inventory or restock before the weekend, when the influx of visitors is maximum.
Think about renting warehouse space in the shopping center - a warehouse nearby will avoid delays in trade.

Answer

Judging by the fact that such "islands" are constantly closed after a couple of months of existence, not everyone can guess with the assortment. And what taxes should the owner of such an outlet usually pay?

Answer

Opening a shopping island is an attractive idea for small businesses. This is an economical type of retail that does not require high initial investments. One of the less risky options is to operate a franchise.

In search of an economical, but convenient and functional place for sales, many entrepreneurs pay attention to the island in the shopping center. This interest is quite understandable: if there is not enough money to open a store in a separate room, then a great opportunity to start a business without significant start-up investments is the installation of a light modular structure in the central part of the hall, in the gallery or aisle of the shopping center, where there are most visitors. However, practice shows that this type of retail trade has its own characteristics, which should be taken into account by those who are thinking about opening it.

Pros and cons of islands

Like any business, shopping islands have their advantages and disadvantages, which future owners should be aware of in advance.

Pros:

Compactness (on average from 2 to 15 sq. m), which allows you not to overpay for rent
The possibility of selling a wide range of both food and non-food products and services. Here are just a few of them: ice cream, sweets, gadgets, perfumes and cosmetics, express manicure (nail bar), accessories, coffee, leather goods, watch repair, express payments, pawnshop, jewelry, etc.
Convenient location in the "passing" places of supermarkets
Ease of assembly and dismantling, mobility (with a wheelbase)

Minuses:

Lack of storage facilities, fitting rooms (which narrows the range of goods for sale)
Limited display space (in case of miscalculations with the definition of demand for products, there is an excess of unclaimed positions)
Rigid standards for the type of commercial structures, which are often introduced by the landlord.

To minimize risks and unplanned investments when opening a trade on an island, you need to carefully study the terms of the lease, analyze the patency of the selected point and the presence of a target audience for your type of goods and services.

Location selection

When designing large stores or multifunctional centers, as a rule, the layout of free space already takes into account the presence of shopping islands. In the process of putting the facility into operation, their number may change, but only slightly. On the one hand, this allows future tenants to look in advance for the best places to open their own "point", on the other hand, it becomes necessary to take into account the interests of the landlord, who often puts forward requirements for the owners of the islands to work in accordance with the general concept of the center.

An important criterion for choosing a place for a trading island is the passability indicator (see Fig. 1)

But it would be a mistake to make a choice, guided only by the popularity of the shopping center. It has been noticed that in the most “passing” supermarkets, islands representing recognizable brands with big names are more successful: branded brands of watches, ice cream, cosmetics, and jewelry. If there is an original, but “not familiar” manufacturer next to them, the visitors of the shopping center begin to “banner blindness”. It is difficult to influence it without special marketing tricks that require additional costs.

In addition, the more “serious” the landlord, the more conditions he has. For example, the Arena shopping and entertainment center (Voronezh) requires islands not to exceed 160 cm in height, be transparent and equipped with internal lighting so as not to disturb the perception of visitors to the main shopping galleries.

Representatives of centers with "famous names" often wish to receive a colorful booklet from the retailer upon agreement with a detailed description of the shopping island and many of its images in the interior of the hall. This is an additional expense: design bureaus estimate such an order at 60-70 thousand rubles.

That is why experienced entrepreneurs advise beginners to “start” in less pretentious and large trading enterprises, while choosing places with high traffic, but with a minimum set of counter conditions from the landlord. This will allow you to show maximum imagination in decorating a shop window, product presentation, etc. Yes, and you will compete with neighboring kiosks mainly due to the originality of the idea and the profitable presentation of your product.

What product to choose?

One of the first questions a future retailer has is: what to sell on the trading floor on the islands? What do you prefer: edible products or non-food products? On whom to bet: the consumer-oriented public, or the discerning buyer of the exclusive?

Journal “Practice of trade. Trade equipment” in 2014 published a forecast for the retail market until 2016 (see Fig. 2)

As can be seen, the markets for food and non-food products almost do not differ in dynamics: the economic difficulties of recent years are making themselves felt. Consider examples of successful projects from the TOP - 25 most profitable franchises of 2015 according to forbes.ru.

Tea Funny Point cocktails

The original food brand for pedestrian areas. Based on the Taiwanese-invented "bubble tea" cocktail, which includes tea, milk, syrup and jelly-like balls with juice inside.

Advantages:

the shopping island takes up little space - about 4 m²
royalties of 4% of revenue are paid from the second year of operation
start-up capital (about 0.8 million rubles) can be obtained from Rosbank under the Successful Start program
The design of the shopping island and equipment placement was developed by the franchisor and successfully implemented in large shopping and entertainment centers, which helps to avoid additional approvals with landlords.

Designer t-shirts Provocation

Many visitors of the largest supermarkets remember the bright showcases of the islands of the Provokatsiya brand, where you can buy T-shirts with hooligan prints. Store owner and franchise creator Hasmik Gevorkyan recalls that a buyer “threw” this good idea to her. She opened her first store in Kursk, and now she presents the brand's products in large Moscow malls, another 91 points are the result of partnership with franchisees.

Estimated amount of initial investment- 0.55 million rubles.
Profit: 3.57 million rubles.

Auto device for "advanced" buyers

Those who plan to open trading islands in trading floors draw business ideas from successful projects. This is exactly what the business of the Nizhny Novgorod entrepreneurs S. Seregin and M. Vakhrushev can be considered. In 2009, they began selling automotive electronics: navigators, video recorders, radar detectors and accessories under the Autodevice brand.

Today it is one of the most profitable franchises, according to Forbes. The cost of initial investments is 0.9 million rubles, profit is 2.1 million rubles. The offer of Avtodevice for franchisees is interesting in that the lump-sum fee is minimal - only 39,000 rubles, and there is no royalty.

Summary: the main rule when choosing a product for sale in the format of a shopping island is targeting the target audience. For success, not only the idea is important, but also a well-executed concept, attractive window dressing, accounting for running and slow positions, and a clear promotion strategy. All these requirements are met by franchises that have already established themselves as a profitable business. Using them, you can minimize the possible risks.

What to consider when opening a shopping island?

Before you start your business, use the advice of experts to help you avoid embarrassing mistakes:

When choosing a place to rent, do not limit yourself to the simplest solutions (“acquaintance”, “closer to home”, “largest store”, etc.), arrange a small “tender” for landlords, indicating your wishes on the Internet. Better to choose from several offers - less likely to miss
Explore the audience of the shopping center! Where the public, who came to buy products or furniture, lives, gadgets are unlikely to be in demand.
Do not hope that the business will start working without your participation: at least for the first time, you will have to control the hired sellers. Consider the travel time factor to and from the store. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow calculated that it took them 4 hours a day to do this.
Be extremely careful when choosing a contractor for the production of an island! Study the reviews about it on the forums, get "live" recommendations, read the contract and project documentation in advance. You must be sure that the terms of delivery and launch of the finished module will be met and that the supplier will not lose interest in you if you notice a design defect and ask for it to be fixed.
By approaching the organization of your business with due attention, you will receive a competitive business that brings you satisfaction and profit.

How to open a point in a shopping center - let's analyze the most important sections of a business plan + 6 bonus tips from experienced entrepreneurs.

Capital investment per point: from 8,000,000 rubles per year.
Payback of business in a shopping center: from 1 year.

Opening a point in a shopping center scares beginners with the amount of capital investment.

However, they forget to take into account how many bonuses such placement gives.

The higher the rent, the more popular the place.

And this is synonymous with a large flow of people who can become customers.

It will be easier to attract them than if the store were in a separate room.

These and many other advantages of placing in shopping centers are understood by many seasoned businessmen who open sales outlets there.

Business plan of a point in a shopping center- the first document that will be required in the organization of the case.

In it, information about the store will be analyzed, systematized and calculated.

Why is it necessary to open a point in a shopping center?

If the experience of other people does not convince you, evaluate personally the pros and cons of placing in a shopping center.

Advantages	Flaws
For the period while you are carrying out repairs and decoration of the premises, you can take a "vacation". That is, 1-2 months you pay only utility bills. Significant savings!	As a rule, you will have to agree on almost every step: from the style of the sign to the order in which the goods are laid out.
Along with the retail space, you will receive a video surveillance service in the shopping center, parking spaces for customers, and the opportunity to use local cleaning services.	Free cheese only happens in a mousetrap. Typically, mall maintenance is also included in your monthly bill, along with utilities.
The advertising that the center runs also works for you.	Renting a place in a shopping center, especially a popular one, is always expensive.
Placement near large points will ensure a stable flow of customers.	Often when you "settle" you have to pay a deposit for 3 (!) Months of rent.
You will have a reception area equipped according to all the rules. Separate accommodation rarely allows you to show off like that.	If for some reason the popularity of the shopping center falls, it will immediately affect you.

There are indeed many strengths, but there are also enough disadvantages.

It is important to analyze them thoughtfully so that in the end it does not turn out that a rather large amount of rent was wasted.

What documents are needed to open a point in a shopping center?

It is impossible to open a point in a shopping center without an appropriate documentary base.

Prepare for what you need:

or LLC (depending on products, number of founders and other details).
Indicate the OKVED code corresponding to the activity.
Choose a taxation system.
Get permission to trade at the point.
SES and Rospozharnadzor must issue a permit for activity (this is the concern of the administration of the shopping center).
For the management of the shopping center, projects, estimates and schemes will be needed.
The list of securities in this case is individual, and it is necessary to clarify it when signing the contract.
Among other things, you need to obtain quality certificates for goods from suppliers or manufacturers.

Planning to open a business plan for a retail outlet

It is difficult to open a point in a shopping center not because of the intricate organization algorithm.

And because of the potential serious risks that can lead to financial losses and even the closure of the store.

They can be avoided with the help of detailed activity planning.

Planning refers to a system of activities aimed at obtaining a complete picture of how a business can develop.

This includes analysis of the target audience, visitors to the shopping center, calculation of the size of the future average check, the establishment of the supply process, the choice of a marketing strategy.

realistic - based on dry facts and reflections;
optimistic – scenario of ideal development;
pessimistic - how the business will look when problems arise.

They will help the entrepreneur prepare for any outcome of the case.

Analysis of the shopping center before opening a point

The profitability of renting a place in a shopping center is not always palpable.

If you choose the wrong landlord, you can get only negative from cooperation.

Choosing a mall is easy.

It is enough to devote two days for personal observations and analysis.

Draw conclusions on the following indicators:

Purchasing power.

You won’t be able to look into people’s wallets or shopping bags.

But even an hour of observing visitors will allow you to note how often they make purchases.

Perhaps most come for entertainment and relaxation.

It will be good for organizing fast food, but not for selling fur products.

Competitors.

It is important that there are no direct competitors nearby.

But large anchor points of similar topics will be useful.

For example, in many supermarkets there are goods for animals.

But they offer a meager assortment.

What a staffing table for a small store might look like:

This number of people will ensure the daily operation of the point from 10:00 to 22:00 (a standard working day for most shopping centers).

It is better to hire people on your own.

You need to personally evaluate the person you trust to be the face of the store.

Hiring a salesperson with experience is much more preferable.

But keep in mind that young and energetic guys are easier to accept new rules, trends, and often bring “fresh breath” into the business.

To motivate employees to work better, enter the payment of a fixed % of sales or bonuses for achieving the set results.

Marketing section of the business plan of a point in a shopping center

Consider these options:

Preparation.
While you are preparing the point for opening, it can become a means of outdoor advertising.
Close the repair work with a banner on which you will announce the start of work, indicate the name and date of opening.
Mutual benefit.
When an agreement with a shopping center is concluded on the terms of % of turnover, and not a fixed fee, you can ask for the possibility of free promotion for the first time.
Management can meet halfway, because their income will depend on your success.
Inside the service is much more expensive, and the effect of it is lower.
Bring your own.
Create special discounts for employees of the center.
This will draw their attention to the dot.
And if they like it with you, fame will quickly spread among friends.
Change to "permanent".
Also motivate customers.
Enter a loyalty program or a system of cumulative discounts.

Financial section in the business plan of a point in a shopping center

Without a financial section in the business plan, an entrepreneur will not be able to calculate how much money will be needed to open a point.

It should be noted that until the moment of payback, the store will need to be “sponsored” from a personal financial cushion.

How much money do you need to open a point in a shopping center?

Item of expenses	Amount (rub.)
Total:	RUB 7,625,000
Paperwork	15 000
Point rental fee (per year)	500 000
Purchase and installation of commercial equipment	250 000
Point design and signage	75 000
Employee salary (per year)	250 000
Store opening advertisement	5 000
Advertising campaign in the future	20 000
Creation and replenishment of inventory	6 000 000
Office expenses	10 000

After watching the following video, you will be able to choose the right place in the shopping center to open your outlet:

“If you require someone to give their time and energy to a cause, then take care that he does not experience financial difficulties.”
Henry Ford

At the point, the shelves should look full of goods, but at the same time leave customers the opportunity to move calmly and safely.

You need to take care of the inventory right away.

Until you understand exactly which items are the most popular, it is important to have at least a few units of production.

Try to stay near the so-called anchor points.

These are the stores that attract the most visitors to the mall.

A striking example is Auchan, Obi, Perekrestok supermarkets.

Just as an adult cannot be completely "remade", so the audience of a shopping center cannot be changed.

That portrait of the average buyer, which you make during the analysis of the shopping center, will remain the same after the opening of your outlet.

Do not entertain yourself with false hopes about this.

If you need to save on renting space, pay attention to island accommodation.

Remember to look at the point not only as a manager, but also as a buyer.

This will allow you to notice the disadvantages of the service.

How to open a point in a shopping center you now know.

With due perseverance, creating a profitable business is within the power of every person.

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