A real business plan for a children's clothing store: important aspects of work. Where to start and how much it costs to open a clothing store for children: a detailed business plan with calculations

Approximate data:

• Monthly income - 870,000 rubles.
• Net profit - 72,250 rubles.
• Initial costs - 1,379,300 rubles.
• Payback - from 15 months.

This business plan, like all others in the section, contains calculations of average prices, which may differ in your case. Therefore, we recommend that you make calculations for your business individually.

Service description

This business plan covers all aspects of opening your own store specializing in the sale of children's clothing and shoes. The organization serves the mid-price segment and the lower-middle segment. Below will be presented the arguments why we chose these two market segments, and not the rest. The entrepreneur will be the director of his own enterprise, he will also think over ways to promote and advertise his own store.

Market analysis

So, before opening your own store, you need to evaluate the available opportunities and prospects and choose the most profitable and profitable business segment. Let's start with an analysis of the existing niches. Today, you can work in the market of children's goods in several directions:

• toys (19%);
• food (11%);
• goods for newborns (12%);
• clothing (39%);
• shoes (13%);
• specialized goods (6%).

Of course, more than a third is occupied by the clothing segment. In addition, in this area you can get a good markup on goods. Therefore, it is definitely worth including this species in a children's store.

At the same time, it should be added that today they do not save on clothes for their children. In whatever situation, parents save on themselves, on clothes for themselves, but not on their children. That is why there is an upward trend in this market segment.

But to specialize in the sale of one piece of clothing is not always the right thing to do. It is better to add some other related products to it. Moreover, it is better if these are really necessary goods. Of course, the first thing that comes to mind is shoes. Indeed, parents often buy clothes for shoes and vice versa. Therefore it makes sense to add this category in the assortment of your own store.

Clothing and footwear together account for more than half of the entire children's goods market (52%). This guarantees a high level of demand and sales volume with good promotion and advertising of your own store. Of course, we should not forget about the quality of goods. His parents pay close attention to him.

Another important point is to decide on the price segment for which the store will be opened. After all, on the basis of this, the cost of the goods, its main characteristics, is also formed. So, for parents of the middle price segment and below the average, the most important thing is quality, convenience, and durability. But the high price segment is closely eyeing such qualities as fashion, "branding".

Assessing the share of price segments, we can say that the premium class accounts for only 11%. And the competition in this sector is very high. Not to mention the fact that it will take much more money to open a store.

But the middle price segment occupies more than half of the market (52%). At the same time, entry to the market is more or less free. This niche is most favorable for development own business. With a well-built policy, representatives of the lower price segment can also be attracted to a store with average prices. Even if not always, but during various promotions and discounts, for example.

The third important factor that you need to decide is whose goods to buy, your own or imported? And here, too, you need to look at the products available on the market. The vast majority of goods are imported (4/5 of the market). And this despite the fact that in Russia there are excellent factories that create good products mainly from natural fabrics.

When choosing suppliers, focus on quality. So, today there are many domestic shoe factories that make excellent shoes for children as well. Russian manufacturers have also learned how to produce clothes, but they cost much more than imported ones. Therefore, we focus on imported clothing, with the exception of pajamas, T-shirts, underwear and other knitwear.

So, based on the analysis done, we can conclude how it will look like potential buyer: these are parents of children of different ages with average and below average income. When choosing, they pay attention to:

• price;
• convenience;
• wear resistance;
• quality.

SWOT analysis

Before opening your own children's shoes and clothing store, you need to evaluate the existing internal and external factors.

External factors cannot be changed. But adjusting to the situation and changing the impact on your own business is quite real. External factors include:

1. Capabilities:

• demand for goods;
• ever-increasing demand despite economic crisis in the country;
• low competition in some cities (especially small ones);
• expansion of the range;
• increase in the controlled market share;
• increase in the client base;
• increasing staff motivation;
• ordering clothes through an online store.

1. Threats:

• competition with adjacent segments or major market players is possible;
• changes in legislation that complicate the work in the industry;
• activation of competitors in the industry;
• lack of funds needed for further development business.

Internal factors may be subject to change with the right and effective work entrepreneur and his business. These include:

1. Strengths:

• the possibility of establishing a fairly high margin on the goods;
• trade in products that can be stored long time without losing their qualities;
• acceptable price for goods;
• high level of service;
• availability of a developed system of discounts;
• a wide range of goods;
• wide age range.

1. Weak sides:

• it is necessary to constantly monitor the quality of the delivered goods;
• lack of motivation for staff;
• lack of experience in the industry;
• lack of data on the demand for specific brands, wardrobe items, which makes it impossible to compile the most accurate assortment order matrix.

Opportunity Assessment

Our store will operate according to the following schedule:

Total: 72 hours per week, 308 hours per month.

There will be 2 shifts in the store, each consisting of 2 sales assistants. One is responsible for the cash register and is the main one. AT free time he also helps the buyers. The second seller is responsible for laying out the goods, but may also serve customers. In a word, they are interchangeable with each other, only the level of responsibility is different.

An entrepreneur can do the promotion of the site on their own. But it is better to deal with the supply of goods through an online store after the development of the store. Up to this point, the site itself can be used as a means of promotion.

To increase the assortment, in the future it will be possible to add accessories, school supplies (meaning briefcases, uniforms) to clothes and shoes. In a word, everything that is necessary for every child studying at school. If we talk specifically about the form, then you can even conclude contracts with various educational institutions for the supply of clothing according to their standards, which will significantly increase profits and generally sales.

Organizational and legal aspects

1. Perhaps or. It is worth noting that the registration of an LLC in this case is inappropriate.. When registering, it is important to indicate codes according to OKVED. In this type of activity, this can be:

52.42.1 Retail sale of men's, women's and children's clothing;

52.42.2 - Retail sale of underwear;

52.42.3 - Retail sale of fur products;

52.42.4 - Retail sale of leather clothing;

52.42.5 - Retail sale of sportswear;

52.42.6 - Retail sale of hosiery;

52.42.7 - Retail sale of headwear;

52.42.8 Retail sale of clothing accessories (gloves, ties, scarves, belts, suspenders, etc.);

52.43 - Retail sale of footwear and leather goods;

52.43.1 - Retail sale of footwear;

52.43.2 - Retail sale of leather goods and travel accessories.

Note! In your case, there may be more codes or some of the presented ones may be missing. Therefore, it is important to accurately understand what you will be doing in your own store in order to reflect all types of planned activities at once, rather than making changes to documents every time.

1. An entrepreneur can choose either UTII. In the second case, two options are possible - STS "Income" 6% or STS "Income minus expenses" 6-15% (the rate is determined depending on the region).
2. A certificate of entry in the general commercial register is required. In our case, the store will be opened on the territory of the shopping center, which will lead to the receipt of the necessary document.
3. You will need to obtain a permit to carry out trading activities.
4. Conclusions of the State Fire Supervision and Rospotrebnadzor are required.
5. A formal lease agreement is required.
6. You will need a permit for outdoor advertising, if any.
7. Do not forget to fix the KKM in the tax office.
8. Goskomstat codes will be required.
9. If you plan to sell any products that require a license, then you will need to obtain it.
10. Employees must have medical books (do not forget about the regularity of passing commissions).
11. You will need a list of goods and certificates for them.
12. Do not forget about the need for a sanitary passport.
13. Also, when accepting payment by bank transfer through the terminal, you will need.

Documents such as a contract for the removal of solid waste may not be needed if the cleaning is carried out at the expense of the landlord and he has a general contract for the maintenance of the entire building. In this case, a certified copy will suffice.

Marketing plan

Of course, in many respects the promotion and advertising of the department will depend on the shopping center. Some of them take on the job. But do not forget about your own promotion. So, the marketing plan will include the following promotion methods:

• Increasing customer loyalty. This technique is based on holding commodity days, when the cost of specific goods is reduced to the cost price or close to it. At the same time, it is very important to present the idea in an interesting way so that the store is remembered by the consumer and he comes here for shopping again.
• Encouragement of specific social groups. In this case, you can, for example, hold an exhibition of paintings by students of an art school on the territory of your store. This will help to attract a large number of children, their parents and teachers. In addition, it is possible to establish useful links for further work.
• Informing your consumers through a group in social network, own site. It is very important here that the site and the group are active. To do this, it is necessary to timely add to them the current and interesting information- about possible promotions. You can hold draws, for example, to receive a 50% discount.
• Contextual advertising. This method will also be effective and more or less affordable. But it's still not worth getting carried away with them.

Placing information in the media will cost a lot. Yes, and these costs are unlikely to pay off. Therefore, it is better to refuse such methods of promotion if we are talking about a small store intended for representatives of the middle price category and below average.

Calculation of projected income

When calculating, it is worth assessing the specific situation, the possibilities of the city, the shopping center and some other factors.

The average margin for clothes and shoes is 100%. Daily revenue of 20,000 rubles at first with average traffic and with an average calculation for weekdays and weekends. The total monthly income will be 600 000 rubles. So the cost of goods is 300,000 rubles. for a month.

Production plan

For a start, a room of 60 m 2 for a store will be enough. In a large mall you can rent such a room for 45,000 - 50,000 on average. Much, of course, will depend on the city and the traffic of the shopping center.

Repair as such will not have to be done, but it will be necessary to equip the store. So, we need the following equipment:

• signboard (40,000 rubles);
• shop windows (25,000 rubles);
• racks (20,000 rubles);
• mirrors (35,000 rubles);
• hangers (45,000 rubles);
• KKM (8,500 rubles);
• computer (30,000 rubles);
• anti-theft system (40,000 rubles).
• shelves (15,000 rubles);
• mannequins (60,000 rubles);
• sofas (35,000 rubles).

You will also need various lamps and other ways of lighting.

The salary of employees is 30,000 and 25,000 rubles for a senior seller and an ordinary one, respectively, including taxes.

organizational plan

Financial plan

• Profit before tax: 600,000 - 485,000 \u003d 115,000 rubles.
• Tax (calculate the simplified tax system 15% of the difference between income and expenses): 17,250 rubles.
• Net profit: 115,000 - 17,250 \u003d 97,750 rubles.
• Profitability: 72,250/870,000*100% =11.2%.
• Payback period: 1,379,300/97,750 = 14.01. Therefore, the store can pay off in 15 months.

To increase financial performance, you can raise the margin, but knowing for sure that demand is inelastic or its elasticity is low.

Risks

The following risks can be identified:

1. An increase in the cost of rent.

This risk can lead to a serious decline in sales revenue. Another option is a forced increase in the cost of the proposed product. This, in turn, has a negative impact on demand and sales.

To avoid this risk, it is necessary to work out in detail the contract of the agreement with the landlord. Important conclude a contract for a long time, fixing the cost and the critical point of attendance, upon reaching which the parties reconsider the cost of rent.

1. Increasing competition.

Due to the onset of such a situation, the number of visitors will decrease, as well as sales volumes.

The following ways to overcome the situation are possible:

• develop and use a unique store concept;
• to offer its customers a unique product;
• conducting various promotions and offering discounts.

1. Unprofessionalism of sellers and other staff working in the store.

As a result, visitors may not be satisfied with the service. As a result, the overall sales volume will decrease, and the business reputation may turn from positive to negative.

It is possible to overcome these risks with an integrated approach, including:

• ongoing staff training related to sales and service trainings;
• informing about the features of fabrics, materials, goods and care for them;
• development and use of financial and non-financial motivational levers;
• placement of CCTV cameras (they will also reduce the number of thefts in the store).

1. The exit of goods from fashion, their irrelevance.

This can lead to a rather serious freezing of positions, a decrease in the purchase price and, as a result, a decrease in the overall profitability of the business.

To avoid such problems, it is necessary to constantly monitor the media and other sources of information. Additionally, it is worth holding regular sales so that there are no leftovers of stale goods.

Important: Remember that you can write a business plan for your business on your own. To do this, read the articles:

Last request: We are all human and we can make mistakes, ignore something, etc. Do not judge strictly if this business plan or others in the section seem incomplete to you. If you have experience in this or that activity or you see a defect and can supplement the article, please let us know in the comments! Only in this way can we jointly make business plans more complete, detailed and relevant. Thank you for your attention!

Children's goods are well sold always and everywhere. It is not customary to save on descendants. In addition, there is no alternative to buying clothes or shoes for babies. After all, children cannot wear clothes for adults, and they grow up quickly.

At the same time, there are certain standards regarding the design, tailoring and quality of things. If we compare a store with a point on the market, then the first one has a lot of advantages. The first and foremost of these is comfort. At a stationary point located in the building, it is convenient to measure clothes (there are mirrors, sufficient lighting and heating).

In addition, by properly organizing the space, you can contribute to a longer stay of customers in the store, which will undoubtedly affect the number of purchases.

However, this idea is not easy to implement in practice.

All links of the business process are important, from suitable staff and premises to the formation of a “running” assortment.

You can't do without a document that will spell out the main cost items, the nuances of the organization and consumer policy. For those businessmen who are attracted by the prospect of becoming the owner of such a profitable business, we will give a business plan for opening a children's clothing store with calculations as an example.

Deciding on an idea

Before you start drawing up a business plan for a children's clothing store, you need to decide on an idea. The fact that it is supposed to trade in children's clothing is a direction. It is important to understand who exactly to sell and what.

Knowing the target audience and their needs, it will be easier to come up with some kind of "chip" that distinguishes you from similar stores. If you can come up with something interesting that gives a special touch to the business, then buyers will prefer you, even if the prices of competitors are lower. Positioning is what will contribute to the success of the store.

Assortment of clothes for children

When an idea is found, it becomes clear which format is more convenient and beneficial for its implementation. It is important to think over the design of the trading floor, the type of service, the principles of location so that they fit into the size of the room. From here the advertising company will also “dance”.

In the clothing trade segment, children's clothing wins in many respects. Children grow up quickly and clothes have to be bought frequently, which is beneficial for the entrepreneur. : expenses, legal registration, payback and business organization.

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Organizational moments

To open a store, you will need to pay attention to the following issues:

1. To open a store, you can register LLC or IP OKVED - 52.42. Documents are processed fairly quickly (5-10 days). It makes sense to open a bank account. After all, many people pay for purchases with a payment card.
2. As for the premises, its success in choosing it will largely affect the attendance, respectively, the profitability of the store. For a small point, 35-50 m 2 will be enough. Fitting rooms and wide aisles between the rows are required (so that the stroller can pass freely). If the premises are located in a shopping center, then permits (except for the one that gives the right to trade) are not needed. Otherwise (a separate building), you will have to resolve issues with the SES and firefighters.
3. Suppliers should choose trusted, focusing on the quality of their products. Second time for bad clothes won't come. If the purchased goods “serve” their owner for a long time and faithfully, then the chances are high that most of the clothes for the baby will be purchased from you. All procurement operations should be carried out only through the conclusion of contracts. Ask for product quality assurance.

Store decoration

Providing discounts and nice bonuses regular customers, you will help them to remain faithful to you until the child grows up.

It makes sense to schedule the project. It usually takes up to 3 months to prepare a store for opening. Some steps can be done in parallel.

Features of the formation of the assortment

The clothing trade has such a disadvantage as seasonality. During the spring-summer period, sales tend to fall. Therefore, it makes sense to purchase minimum consignments of goods in order to form an assortment that will not be stale in the warehouse using the “trial and error” method.

Professionals advise to "dilute" the assortment with related children's products - accessories, toys, designed for kids with universal household items.

Assortment of children's hats

It’s not worth worrying that the store’s activities will be unprofitable during the off-season. Proper assortment management is about timeliness. After recessions comes the time of active sales. It is very important not to miss it. On the "peaks" you can get the revenue that was not received in the off-season.

It is necessary to think as much as possible how the goods will be purchased, on what basis to replenish the assortment. For the first point, it is reasonable to focus on the category of newborns (it is by no means possible to save on quality here) or on children no older than the youngest school age. It is better to make purchases on pre-orders (seasonal) directly from the warehouse of suppliers.

Products for newborns are in the highest demand. They are little affected by seasonality and even price increases.

Let's say that the Cheburashka store is located on the 1st floor. Broadcasting Company on the area of ​​40 m 2 . Working hours: 11-21. In addition to furniture (a couple of small sofas, tables, chairs, a seller’s counter), you will need to purchase equipment:

• showcases;
• racks;
• signboards;
• shelves;
• mirrors;
• hangers;
• mannequins;
• television;
• cash machine;
• anti-theft and security systems.

Baby shop staff

A small shop will be enough:

• 2 sellers working in shifts;
• storekeeper-acceptor of goods;
• accountant;
• administrator;
• cleaners.

It will take about 120 thousand rubles to pay for their work. It is important to choose clean, friendly and attentive employees.

Pricing

Before solving issues related to pricing, it is necessary to have structured up-to-date information about the state of the market (consumer preferences, trends, competition, market conditions, saturation by segments).

The store of the middle price segment has the greatest potential for development. The trade margin for children's stores of any category is 110-130%. This is the world standard. If there is little or no competition, you can adjust the cost of products upwards. The cost of fashionable novelties is usually higher than other goods by 20%. The introduction of a discount system allows us to talk about a markup of 75%.

A child development center cannot be called an easy and fast business, but if you really love this business, then you can make good money after a while. : helpful tips for beginners.

We will consider the plan for opening a retail outlet for the sale of meat in the material.

Revenue structure

The main revenue (80%) comes from outerwear, knitwear, underwear and accessories account for 20%.

In general, a children's clothing store has a jump structure. With the beginning of the autumn-winter period, revenues become larger.

This is due to the more expensive cost of warm clothing. In addition, if a child can wear tights or a shirt for almost the entire year, then, as a rule, it grows out of a winter jacket over the season.

Total costs

Costs include investments (repair, rent, equipment and retail space design) and working capital(initial and systematic purchase of products).

Detailed costs are shown in the table.

The main expenses will go to:

№	Composition of costs	The amount of costs, rub.
1.	Premises rental deposit (3 months)	240,000 (80,000 x 3)
2.	Trade and additional equipment	230 000
3.	Repair (including lighting installation)	200 000
4.	Design project	20 000
5.	Advertising (including the design of the premises, outdoor advertising on the building and in the city, printed materials)	75 000
6.	Purchase and maintenance of cash register	50 000
7.	Transport services	20 000
8.	Registration	15 000
9.	Anti-theft system (optional)	50 000
10.	Purchase of office equipment, PC (including software), phone, stationery	50 000
11.	Salary for the period of preparing the store for work	20 000
12.	Goods (purchase in the middle of the season)	700 000
13.	Reserve	200 000
	TOTAL	1 870 000

Unforeseen expenses can be up to 10% of the total costs.

Exit to self-sufficiency

The average payback period for a children's clothing boutique is 1.8 years.

At the same time, business profitability is characterized at the level of:

• 50% of total costs;
• 15% of turnover;
• 100% on working capital.

The forecasted level of revenue is usually achieved within 9 months with stable sales. At the same time, the break-even point can be passed already after 5 months, self-sufficiency is ensured after 7 months. work.

A draft business plan for a small retail outlet specializing in the sale of children's things is considered in an abbreviated form. However, all key issues, including calculations in terms of costs, expected income and profitability, are taken into account. Having spared no effort and time, you have every chance to "fit" into the budget and get a quality business as a result.

Selling clothes for children can become profitable business despite the relatively high level of competition in this area. After all, kids quickly grow out of things, so parents have to regularly update their wardrobe. Work on the idea begins with the collection and analysis of information, drawing up a business plan for a children's clothing store. Important points in the organization of this income are market analysis, identification of the target audience and the construction of an original concept. It should be borne in mind that the demand for children's clothing falls somewhat in the spring and summer, so it is better to open a store closer to autumn.

Business features

Before you open a children's clothing store from scratch, you should delve into the intricacies of this business in order to avoid mistakes. If adults, in order to save money, can buy things that are not of the highest grade for themselves, then all the best is chosen for children. Therefore, the high quality of children's clothing - main criterion when developing the main concept and a valuable recommendation on how to properly open a children's clothing store. Ideally, purchases should be made directly from the manufacturer, and quality certificates should be displayed to buyers. For many today, it is important to make sure that the product purchased for children is safe. However, the prices for children's things should be lifting for the target audience. Elite children's goods will not be sold in an ordinary residential neighborhood, but in a closed business-class residential complex they will be in demand.

When choosing a location for a children's clothing outlet, it is important to understand that the proximity to a zoo, circus, children's attractions and other similar establishments is not practical. After charge positive emotions, kids and their parents are no longer up to shopping, the store will stand without visitors. Analyzing competition and finding a good place to trade things for the little ones - this is where to start opening a children's clothing store.

Despite the clearly high demand for goods for babies, start-up entrepreneurs are still worried about the question: “Is it profitable to open a children's clothing store?”. If you do everything right, take into account the experience of those who successfully implemented this idea, consider several examples of business plans for children's clothing stores and come up with your own "chips", then the chances of success are quite high. In addition, the margin on goods is usually 120-130%, which is quite good.

Institution format

When deciding on the format of the outlet, it should be taken into account that it is easiest to sell things for newborns. They are less influenced by fashion. The main requirement for them is high quality and functionality. With clothes for children of kindergarten age, it is also more or less clear. Boys still don't mind what their parents choose for them. The main requirement is wear resistance and, preferably, powerful protection from pollution. And girls prefer bright things with ruffles. Schoolchildren dress at the same time more difficult and easier. They go to school in uniform, but for the rest of the time they need comfortable discreet clothes. The hardest thing is with teenagers. Their tastes and preferences are unpredictable. Therefore, at the start of a business, it is better to open a small (20-50 sq.m.) narrowly focused store designed to dress a certain category of children.

Important points in the business plan of a children's clothing store from scratch are the work schedule and staff recruitment. The recommended working time is 10 hours a day without days off and breaks. Given that small shoppers are quite impatient, the adults accompanying them will not have the opportunity to wait until the lunch break is over and you will lose customers. As for sellers, if you want to open a children's clothing store, it is better to select not only experienced professionals in the trade, but also loyal to children, patient and courteous employees. Little buyers are very sensitive to insincerity and can easily persuade their parents to leave the place with an unpleasant seller without making a purchase.

Business Advantages and Disadvantages

The clear advantages to consider when opening a small children's clothing store are increased mass demand for things for ever-growing children, good turnover of goods and ease of business registration. In addition, you can think, with an existing outlet and help sell used things. This option will be relevant in ordinary residential areas, where the income level of some families is below average.

Like any other activity, selling children's things has its drawbacks. These include:

• A huge number of competitors due to the ease of entry into the business;
• Inevitable rivalry with children's goods chain stores;
• Rather high cost of renting well-located premises;
• Seasonality of sales (summer decline is difficult to compensate even with the introduction of accessories for summer pastime).

Should I open an online children's clothing store from scratch? - a controversial issue. On the one hand, our citizens are already accustomed to online shopping. But many will doubt the quality of the product or that the clothes will look good on their children. Most likely, there will be a fairly large number of returns and unflattering reviews from parents whose children did not fit things for some reason. Therefore, opening an online children's clothing store from scratch is quite risky. But you can think about this after a successful entry into the market in the usual format.

Activity registration

An important advantage of selling things for children is a fairly simple procedure for registering activities. Register as individual entrepreneur and choose a taxation system without submitting complex tax reporting forms ( single tax on imputed income) - that's what you need to open a children's clothing store. The list of documents for starting a business includes the following items:

• IP registration certificate;
• Document from the tax office on registration;
• Certificate of entry of the store into the Unified Trade Register (valid for 3 years);
• Conclusions from the Fire Service and Rospotrebnadzor.

Criteria for choosing a store location

The profitability and success of an outlet directly depends on the place where it is located. This point should be carefully considered before opening a children's clothing store.

There are several principles of location:

• Close to new residential complexes(a huge number of young families with children probably live there);
• Near schools, kindergartens, rooms where classes of various sections and circles are held;
• Close to parks and family recreation areas.

In addition to the main approaches, when choosing a location, they are also guided by the principle “near places frequented by women” - cosmetics, shoes and accessories stores, hairdressers.

Of course, it is desirable that there are no competitors nearby. But if this is not possible, you need to highlight your store with some kind of "chip". This may be some kind of entertainment for children or the presence of an original product that competitors cannot offer customers. To understand where to open a children's clothing store so that it brings good profit, it is necessary to analyze where the flows go. potential buyers.

Room equipment and interior design

Once the location is determined, you can start a business by opening a children's clothing store. Specificity suggests the presence of bright colors and elements of a fairy tale in the interior. Hiring a designer is the best way to decorate your space. In addition, it is advisable to equip the room with a corner for kids with bright characters from famous cartoons and fairy tales, as well as a TV that continuously broadcasts cartoons. Beautiful mannequins standing against the backdrop of colorful scenery from fairy tales or cartoons will well attract attention.

An important point in the design is lighting. Bright colored lamps will emphasize the benefits of the product.

AT ready business plan for a children's clothing store, be sure to include expense items for room decoration and interior design.

The store should have several fitting rooms large enough to fit the child and the parent. Place mirrors and hangers in them so that it is convenient for children to use them.

All children's things must be placed in trading floor so that small buyers can reach them. Panels with hangers can be placed on the walls, and “island equipment” in the free space, between which it is convenient to move around in search of the right thing.

Financial investments

By compiling a business plan for a children's clothing store with calculations, you get the estimated amount of financial investments necessary to start a business. Of course, in the process of implementing the idea, additional costs may arise, especially since the economic situation in the country remains unstable. In order to say how much it costs to open a children's clothing store, you need to take into account all possible costs:

• Registration of individual entrepreneurs, obtaining certificates and permits (10,000–15,000 rubles);
• Rent (50,000–80,000 rubles);
• Repair costs, interior design and commercial equipment (250,000 rubles);
• Office equipment and expendable materials(40,000 rubles);
• Purchase of goods (500,000 rubles);
• Advertising (30,000 rubles);
• Salary (60,000 rubles);
• Utility payments (30,000 rubles).

Thus, about 1,000,000 rubles. That's how much it takes to open a children's clothing store.

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Store profitability

If you take into account all the tips for running a business selling children's things, you can get about 200,000 rubles. per month. This level of profit is possible due to the mass demand for the product, the successful location of the outlet, the original concept, High Quality realizable things, good advertising campaign. Therefore, the answer to the question: “Is it worth opening a children's clothing store?” obvious - worth it. This is a profitable business with the ability to make a high margin on goods, expand, and open online stores in parallel.

Store payback period

Many optimistic forecasts in the business plans of children's clothing stores say that a small outlet can pay off in 6 months. However, practice shows that despite the massive demand for children's things, the store needs time to attract the required number of customers and reach a certain level of profit. The average payback period is 12 months.

Trading children's things requires immersion in the process of doing business in order to clearly understand the needs of customers. Without preliminary collection and analysis of information, it is impossible to successfully start in such a saturated niche. By following the recommendations of experienced businessmen and implementing your own non-standard approach to interior design and the formation of a store assortment, you can create a competitive outlet, which will bring the desired income. You should start with a small store focused on a certain contingent of children, in which everything is thought out to the smallest detail, all kinds of styles, colors and sizes are available. Then the outlet will quickly find regular customers and begin to generate a stable income. Of course, bringing a business to such a level requires a lot of effort, or you can simply open a franchised children's clothing store. It will cost much more, but many issues will have already been resolved and you will only have to improve your business. Having an operating business selling children's things you might think,

An increase in the birth rate is one of the main factors in the relevance of children's goods, in particular clothes and shoes. Parents would rather refuse to update their own wardrobe than not buy a thing for a child. If an adult can wear the same jacket, for example, for several seasons, then a child needs new clothes almost after the change of each season.

Children grow fast and require everything they need for everyday wear, “going out”, school, training and leisure. This explains the popularity and abundance of children's stores. But even in a densely filled niche, you can successfully squeeze in and earn money.

Market analysis, competition

It - milestone when starting any business. You need to focus on the area in which the outlet will operate. To do this, it is desirable to "hit on two fronts":

• explore strengths and weak sides competitors;
• find out what potential buyers would like.

In the first case, the most desperate can even arrange "reconnaissance in force", that is, get a job with their future competitor. Although, in order to find out the features of the activity, it is enough to look into the trading floor and pay attention to the quality of the items sold, prices, and the level of service. Surely the stores have both strengths and weaknesses.

You can find out the opinion of consumers on local mom forums, and a small opinion poll will also be a great help. It is desirable to conduct it at preschool institutions, children's centers and playgrounds.

It is safe to assume that the average parent wants to dress their child in quality and affordable clothing. But there are definitely moms and dads who lack branded clothing, friendly service, sports or festive assortment. This percentage is important to consider when filling the store with goods.

In general, sales are influenced by macro (birth rate, purchasing power, social politics) and microfactors (supply stability, staff activity, the presence of competitors, outlet traffic). If some aspects should be accepted as a fact, then the negative impact of some of them can be minimized, for example, through the financial interest of employees in increasing sales.

You can learn about the main risks and features of the business from the following video:

Commercial space, inventory

The size of the trading floor can be any. Here it is necessary to proceed from your own capabilities. Rental prices differ in different regions and districts of the same locality. On average, the cost of one square meter per month is 800-1000 rubles, excluding utility costs.

You can start with a retail space of 20 sq.m., but in such a store, even if no one is offended, then it is definitely cramped. Taking a big swing, especially for beginners, is also not recommended. Best Choice will become a trading floor of 50-80 sq.m. The area will allow you to profitably demonstrate the entire product range, and at the same time you will not have to rack your brains over filling endless counters and showcases. Although it is necessary to “pinch off” about 10% of its area from this trading area for the construction of a warehouse.

The room should be attractive, bright and comfortable. Do not be stingy when ordering a sign. An interesting and memorable name should be clearly visible.

The necessary equipment will help to show the product in person and provide comfortable conditions for choosing:

• racks, hooks and clothes hangers;
• shelves;
• mannequins;
• conveniently located mirrors and fitting areas;
• cash register and, if possible, a computer with installed accounting programs;
• children's area with toys and stationery (for children to play while adults are shopping);
• space for wheelchairs (you can allocate a couple of square meters outside the room).

Approximate inventory costs will be a substantial amount. But these are one-time expenses, in the future only occasionally you will have to buy or change broken “hangers” or additional shelves.

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Financial plan

Be sure to officially register your activities. This is done in the tax office. The procedure is simple and clear, so it does not require the involvement of individual specialists. It is only necessary to provide the required list of documents.

Seeing financial prospects and keeping abreast of expenses will help financial plan. You can compose it yourself. Although, if it is a condition for obtaining loan funds, then it is better to use the services of a specialist.

It is important to take into account all planned expenses, in particular the following:

• equipment and furniture;
• rental of premises;
• staff salaries;
• employee insurance;
• personnel taxation;
• personal income tax;
• USN tax.

Taking into account these and other items of expenditure, it is possible to add up an approximate cost plan using the example of a store with an area of ​​​​50 square meters. m. in a large shopping center:

• The rent will be approximately 50 thousand rubles.
• The same amount will go to the registration and payment of utilities.
• Purchase of inventory, namely island equipment for 3 sections (30 thousand rubles), wall panels with hooks and hangers (40 thousand rubles), fitting rooms with mirrors in the amount of 2 pieces (20 thousand rubles), mannequins ( 10 thousand rubles), a signboard (5 thousand rubles), a cash register (30 thousand rubles), a children's mini-corner (5 thousand rubles), will amount to 240 thousand rubles.

Separate items will be transportation costs (10 thousand rubles) and funds for the purchase of goods 500 thousand rubles. Total to open you need to have starting capital in the amount of 850 thousand rubles. including rent for the first and last month. It's also a good idea to save another 10-15 thousand rubles. for force majeure situations.

Revenue and payback periods

Most often, the markup is 80-100% of the wholesale cost of the goods. It is necessary to calculate the break-even point of a children's clothing store. There is a formula for this:

TO \u003d costs * (1 + % PH) / % PH, where

• TO - turnover at the break-even point;
• РН – realized markup.

If the sales volume is below the resulting amount, the company will suffer losses. The average store per day is able to bring 7-10 thousand rubles. and, accordingly, 210-300 thousand rubles. per month. In this way, payback can be expected in 8-12 months. But this is possible with the quality work of sellers, promotional events, timely updating and replenishment of the range.

It is optimal to do calculations in each specific case, taking into account the number of competitors, the price segment of products sold, customer flow, opportunities for expansion and other factors.

Required personnel

At first it is enough to find two experienced sales consultants who will work in shifts. Not beginners know well how to communicate with customers, how to be attentive, polite and at the same time unobtrusive. It is important that the staff be friendly, able to find mutual language with children, because small buyers can be capricious, naughty and even aggressive.

In the future, the staff of consultants can be expanded to 4 people by offering them work on a staggered schedule. It's good if it also works on the trading floor administrator. Although they can be on their own.

Must have in state professional accountant. He doesn't have to be at work all the time. It is entirely possible to hire a person to work remotely. But it is important to be 100% sure of it. It will provide activity reports to tax office and also keep up to date with the owner's finances.

Project launch schedule

Opening a children's clothing store can take place in several stages. But they can be combined: for example, simultaneously draw up documents and look for a retail space.

It is also necessary to find reliable suppliers in advance. The most attractive for the domestic seller are Polish, Turkish and Chinese manufacturers. For the most part, they offer the following:

• convenient delivery schedules;
• flexible payment systems;
• good quality products;
• a wide range of products.

You can find supplier contacts on the Internet. On the this moment Lots of wholesale deals. This will allow you to choose the optimal conditions of supply. In parallel, it is necessary to take care of the purchase of equipment and furniture, as well as to recruit staff. Employees can also be involved during the layout of the goods.

You can time the opening to a specific holiday or organize a small celebration on your own.

Advertising, marketing

To attract the attention of people, a bright sign and an original name are enough. But you can prepare even more solidly:

• good publicity stunt informing potential buyers about the opening of a new outlet. You can advertise in the local newspaper or on the radio, distribute leaflets and booklets in public places. When informing consumers, it is imperative to focus on your strengths, organize a competitive program, draw among buyers or a lottery.
• In the future, regular customers should be encouraged with discount cards. They can also be issued upon purchase for a certain amount. Having a potential bonus, a person will definitely return. When issuing a discount card, consumers must be asked to fill out a questionnaire. The received phone number and email address can be used to inform about promotions, discounts and special offers. Guaranteed discounts on purchases on the child’s birthday will be a good PR move.
• Not only profitable offers can contribute to a large flow of buyers. An important role is played by polite and friendly sellers. They must be competent and attentive. Counselors should always offer clients one more item to purchase or be willing to give full information about the product. At the same time, workers must adequately respond to the refusal of assistance or the purchase of other products.
• Particular attention should be paid to product positioning. Clothes for children aged 2-6 should be separated by age and also sorted for boys and girls. School uniform, clothes for newborns, sports "equipment" must be presented separately. It is advisable to divide jumpers, blouses, trousers, outerwear, t-shirts and shorts into categories. Along with this, you can present several sets on mannequins.
• Selling related products is not always advisable. It is enough to offer customers a few little things in the “checkout” format: miniature books, figures of cartoon characters, disks with fairy tales.

A children's clothing store can become a profitable business. To do this, it is important to constantly keep yourself in good shape, and buyers aware of what is happening within its walls.

Many aspiring entrepreneurs who are already ripe for starting their own business, but have not yet settled on a specific business idea, are seriously considering opening a clothing store. The attractiveness of this business lies in the absence of the need to create own production. You just need to analyze the demand market, find suppliers of quality products, determine the format of working with brands, open your own outlet and start working. It takes about one to two months for all these stages, and the main investment costs fall on working capital, which allows, if necessary, to quickly turn them into money. That is, in two months you will sell, make a profit and gradually recoup your investment.

However, before starting to implement a project to open your own clothing store, you need to make sure that there is a demand for products, as well as choose a niche.

The Choupette company offers to opt for the sale of clothes and shoes for children. There are more than enough arguments in favor of choosing this category of goods.

According to data provided by GFK analysts with the support of Yandex.Market, children's products are in the top categories where spontaneous purchases are made the most. This allows you to save revenue even during a fall. general level demand.

The popularity of the Choupette brand, as well as a carefully planned marketing plan that includes both federal and local events, increases confidence in the successful implementation of the project.

The initial investment in the project is 2,173,500 rubles. Half of this amount is invested in working capital, for the purchase of an assortment.

The payback period of the project is 18 months.

2. Description of the business, product or service

The main characteristic that customers focus on when buying children's clothing is product quality. That is why 60% of consumers make purchases in chain stores, and preference is given to well-known brands.

As for the country of production, due to the changing conditions of the market environment and high fluctuations in the exchange rate, Russian production has an advantage.

Clothes and shoes under the Choupette brand are made in the Moscow region, and all components are imported from Europe. That is why the cost of the company's products is lower than foreign analogues with a comparable level of quality.

Store assortment

The assortment matrix of the Choupette store covers a wide target audience and meets the needs of children from 0 to 14 years old. Moreover, the product line includes both standard seasonal collections and highly specialized sets for certain life events: envelopes for discharge from the hospital, christening clothes, collectible clothes, as well as sets for festive ceremonies.

The company releases new seasonal collections twice a year. In February, the "spring-summer" collection is released, and in September "autumn-winter". Franchisees purchase seasonal collections in full. In addition, capsule collections are developed and produced every two to three months. A capsule collection is a line of clothing dedicated to an event and made in the appropriate style. For example, a New Year's collection or school uniform. These collections are limited and include the production of exclusive items.

Provision of a full product line ensures the uniformity of demand throughout the year. Thus, your company protects itself from the risks associated with the seasonality of demand for certain types of goods. Below is complete list Choupette products:

• Envelopes and sets for extract;
• christening sets;
• Fashion and basic collections for children from 0 to 8 years old;
• Elegant clothes for holidays and ceremonies;
• School uniform for grades 1-8;
• Outerwear and hats;
• Underwear, tights and socks;
• Children's footwear;
• Bed linen and exclusive handmade furniture.

If you have not sold part of the goods, and the season has already passed, you have the right to return the products to the franchisor at the agreed cost. Price negotiation takes place on an individual basis.

A wide assortment matrix, an optimal combination of price and quality, as well as regular collection updates make the Choupette brand especially attractive for both customers and investors and franchisees.

3. Description of the market

The target audience

The target audience of the project is families with children. It is worth noting that women show increased purchasing activity. Only 30% of men are engaged in the purchase of goods for their children. Depending on the age of the children, the circle of potential buyers can be detailed.

Choupette products are designed mainly for two price segment: "medium" and "medium+". These are people with an average income - from 30,000 rubles.

Age limit - women from 20 to 55 years. The field of work and education does not matter. Follow fashion trends, read fashion magazines.

Geographically, Choupette's clients are residents of large cities.

Typically, these people visit cultural events lead an active lifestyle. They are ready to pay for the individual style and unique image of their children. They prefer to make purchases in company stores, appreciate the quality of goods, as well as a high level of service.

Clients of the "middle +" class are guided by who from famous people is a Choupette user.

Competitive advantages

In this regard, we highlight the main competitive advantages of the Choupette trademark company:

1. Brand recognition, recognizable brand;
2. Marketing strategy supported at the federal level;
3. Favorable location;
4. Regular use of promotions and attractive offers;
5. Availability of an online store that allows you to make a reservation;
6. Exclusive collections that convey the unique style of the company;
7. Following the latest trends in the fashion world, cooperation with the New York fashion agency.

4. Sales and Marketing

Marketing Tools

5. Production plan

6. Organizational structure

Perhaps the most important point in terms of production is the selection of personnel. To open a store, you will need to hire two salespeople and two administrators. It is assumed that they will work in a pair of seller-administrator. Schedule - 2 working days / 2 days off. Store hours are from 10.00 to 22.00.

Staff salaries consist of a fixed salary and a percentage of sales. To do this, a sales plan is developed, for the overfulfillment of which sellers and administrators are rewarded in cash.

financial motivation personnel

The financial motivation of employees is presented in the following table.

Employee's position	Revenue	Salary part	Premium part	Total
Shop assistant			2% of the amount exceeding the revenue plan
Administrator			4% of the amount exceeding the revenue plan

The minimum value of revenue per month is set to 500,000 rubles. According to the Choupette franchisor, the average revenue varies from 1,500,000 rubles. and higher. This allows employees to wages above the market average.

Job Responsibilities personnel

7. Financial plan