Business plan for a children's clothing store. Where to start and how much it costs to open a clothing store for children: a detailed business plan with calculations

Many aspiring entrepreneurs who are already ripe for launch own business, but have not settled on a specific business idea yet, they are seriously considering the possibility of opening a clothing store. The attractiveness of this business lies in the absence of the need to create their 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. All these stages take about one to two months, and the main investment costs fall on working capital, which allows you to quickly turn them into money if necessary. 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 a 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 a complete list of 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, potential buyers can be detailed.

Choupette products are mainly designed for two price segments: “medium” and “middle +”. 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.

As a rule, these people attend cultural events and 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 receive a reward in monetary terms.

financial motivation personnel

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

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

Reviews of entrepreneurs operating in the children's clothing market confirm that weak side retail is highly competitive. A business plan for a children's clothing store will help evaluate the effectiveness of the project and the risks in modern conditions functioning.

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Services

The main groups of services provided by the children's clothing store:

1. Sale of children's wardrobe items and accessories. This category of services includes operations related to the formation of the assortment, acceptance and storage of goods, giving clothing a marketable appearance.
2. Advising the buyer in the process of making a purchase. Sellers inform store visitors about the services provided in it, about clothing manufacturers, assortment, product merits, etc.
3. Assisting the customer in the purchase process. For example, delivery of products, packaging of goods, provision of credit, length adjustment (for example, hemming of sleeves), taking orders for clothes, etc.
4. Providing various conveniences for store visitors. In a children's clothing store, this is primarily the organization of a zone for the pastime of the youngest visitors. There are a variety of toys, pencils, felt-tip pens and albums here, while mothers are looking for suitable things, children will be busy with their own affairs. AT point of sale storage space can be provided, as well as trolleys and shopping baskets.

Types and relevance

Possible destinations for a children's clothing store:

1. Baby Clothing. Such things are practically not influenced by fashion, while children grow out of it quickly. The cost of organizing such an outlet will be minimal, since the clothes themselves are inexpensive. Even a small shop will allow you to neatly arrange a large selection of children's things in the window.
2. Clothing for children attending preschool educational institutions. Kindergarten-aged kids are already beginning to understand fashion, especially girls. In a store focused on this target audience, you can sell a wide variety of clothes. The cost of setting up a business will be moderate.
3. Clothing for schoolchildren (up to 12 years). In accordance with the latest innovations regarding the mandatory introduction school uniform, this direction of trade has been developed. Today there are a large number of domestic manufacturers of school uniforms with which you can successfully cooperate.
4. Sale of things only for girls. As a rule, such outlets are targeted at an audience from 5 to 14 years old. Here the businessman can imagine wide range all kinds of clothes for girls. The success of the store depends on the correct selection of suppliers and assortment policy.
5. Sale of things only for boys. In these stores, parents will be able to choose clothes for their sons, aged 5 to 14 years. This is a specialized store that requires the entrepreneur to carefully select suppliers and form an assortment. Unlike a retail outlet focused on girls, when forming a range of goods for boys, a businessman may have difficulties. This is due to the fact that this target audience is practically not influenced by fashion in the selection of clothes, is more conservative and less demanding.
6. Sale of festive clothes. It sells festive dresses for girls, costumes for boys (jacket, vest, trousers, shirt, bow tie / tie), carnival costumes and accessories. The demand for such a product is seasonal.
7. Supermarket. This is the most expensive option for implementing a business idea, since a full-fledged store focused on boys and girls of all ages will take up a considerable area. In addition, the cost of wages to workers is increasing, due to their more in the state, and the purchase of goods. Such a store needs a competent administrator, he must establish contacts with suppliers, monitor the assortment, the wishes of customers, the work of staff, etc.

When choosing a format for a children's clothing store, one should start from the entrepreneur's financial capabilities, the level of competition and demand.

Business relevance:

1. Parents have to update their children's wardrobe quite often, as they grow very quickly and often spoil things. Teenagers, like adults, follow fashion, which once again brings moms and dads to the clothing store.
2. The demographic rise observed in Russia over the past decade indicates an increase in demand for children's things.
3. Most parents do not save money on their children and try to buy the best and affordable things for them. In a crisis, adults often refuse to buy clothes for themselves in favor of buying things for their child.
4. High demand ensures the profitability of the business and its quick payback.
5. With a minimum start-up capital, a profitable business can be started by opening a small outlet. In the future, it can be turned into a stylish boutique.
6. Lots of franchise offers. For example, you can buy franchises City Mama, Jerry Joy, Gulliver, Orbi, Childhood Magic, Stilnyashka, etc.

Store assortment

The main elements of the assortment structure of a general store for children's things:

• clothes for babies (undershirts, rompers, bodysuits, envelopes, overalls, caps, hats, sweaters, pants, tights, etc.);
• T-shirts, T-shirts, sweatshirts, sweatshirts, shirts, blouses, turtlenecks;
• outerwear (jackets, windbreakers, overalls, hats, caps, scarves, etc.);
• dresses, sundresses and skirts;
• jeans, trousers, shorts, leggings;
• suits for school;
• tracksuits;
• Underwear;
• pajamas;
• accessories;
• other goods.

When forming the assortment of a retail outlet, it is necessary to take into account the key criteria that parents and children pay attention to:

• natural composition of the materials used;
• security;
• practicality;
• reliability;
• relevance;
• convenience;
• attractive appearance;
• brand fame.

Description and analysis of the market

Description of the children's clothing market in Russia:

• the capacity of the children's clothing market is more than 170 billion rubles;
• high competition;
• against the backdrop of a decline in demand for adult clothing, in last years, there is a growing trend in the need for children's things (due to demographic growth);
• in 2015, the share of children's clothing in the wardrobe market was about 18 percent;
• in 2014, in the structure of children's goods, clothing accounted for 32 percent;
• most sales are observed on average price segment(about 50 percent);
• about 50 percent of parents buy children's clothing in specialized stores;
• per year, parents spend about 10,000 rubles on clothes per child;
• in the family budget, the share of spending on children's clothing is about 16 percent.

Photo gallery

Market indicators for children's goods Market capacity of children's clothing for the period from 2010 to 2015 The structure of the Russian clothing market in 2015 Clothing market capacity for the period from 2009 to 2015

The target audience

The target consumers for a children's clothing store are:

• mothers and fathers with children under 14;
• grandmothers, with grandchildren under 14;
• acquaintances and relatives of families with children (for example, when choosing a gift).

Most often, women (about 70 percent) are engaged in buying children's things, aged 20 to 60 years. Store customers cannot be classified by type of activity, financial position or other signs, the main criterion is the presence of children. Every parent is faced with the need for clothing for their growing kids.

If, for example, it is planned to open a boutique with branded items, then people with high incomes will go to it. You can organize a small outlet in a textile shopping center and sell inexpensive products from a domestic little-known manufacturer. In this case, you should focus on consumers with low level income. Most entrepreneurs try to open stores that attract middle class. It is in this segment that one should count on stable and high profits.

Competitive advantages

The hallmarks of a clothing store should be the following features:

• location in a place with high traffic of potential buyers;
• bright design trading floor and showcases;
• availability of a play area for small children;
• high-quality assortment range (from environmentally friendly and natural materials);
• reliable product suppliers;
• availability of quality certificates for the entire product range;
• a wide selection of children's clothing, corresponding to the season;
• use of modern commercial equipment;
• employing qualified and friendly staff;
• flexible pricing policy;
• regular sales, promotions and contests;
• providing discounts and issuing discount cards;
• convenient mode of operation.

Advertising campaign

List of marketing campaign activities for a children's clothing store:

1. Branding. The store should have a bright name, a memorable trademark and a slogan. The corporate identity should be felt in the design of the trading floor, in the form of staff, in the design of signs, business cards, banners, etc. This will make the store stand out from the competition and will encourage customers to visit it again. This event plays an extremely important role in the formation and development of a children's store, which cannot be neglected.
2. Placement of banners on the street, near the store. This may be the facade of a shopping center, and a stand-alone billboard.
3. Recording of an advertising audio clip. This event is suitable for those who plan to place a boutique in a shopping center. The radio network of the complex can be used to rent a video.
4. Handing out leaflets with information about the store to passers-by and its visitors. Such actions are designed to ensure that the target audience will be interested in the assortment of the outlet, ongoing promotions, discounts, and will visit the store.
5. Development of a store discount policy. Using discount and / or bonus cards, providing discounts when buying several items, or, for example, when the check amount exceeds the established limit.
6. Carrying out sales of goods that were not sold during the season, and illiquid products.
7. Placement of advertisements in newspapers, magazines, on the radio, on the Internet (on websites and forums dedicated to children's goods and clothing).
8. The opening of the store should be festive, with an invitation to the target audience, artists, presenter, etc. The trading floor should be decorated with balls, ribbons and colorful pictures. All visitors should be offered treats, drinks, as well as discounts in honor of the opening, and gifts when making a purchase.
9. Creation of a corporate website. Any self-respecting modern store and organization must have a high-quality website, with regularly updated content that is interesting to the target audience. Ideally, create not a business card website, but a full-fledged online store. Thus, you can seriously increase sales, with minimal capital costs.
10. Creation of pages in the most popular social networks. This tool is effective, since the vast majority of potential buyers visit them regularly. Among the members of the group, you can hold contests and promotions.

Step-by-step instructions for opening a children's clothing store

Step-by-step instructions for opening a children's clothing store from scratch will allow the future entrepreneur to understand how to start a business.

A businessman who has analyzed the market and accepted firm decision about organizing a boutique of children's wardrobe items, you need to adhere to the following sequence of actions:

1. Store format definition.
2. Training .
3. in the IFTS and registration with other organizations, funds.
4. Finding a shop space.
5. Search for manufacturers and suppliers of children's clothing.
6. Drafting a lease agreement for commercial space.
7. Formation of a list of an approximate assortment of goods.
8. Conclusion of contracts with suppliers/manufacturers of goods.
9. Branding, including the development of the design of the retail space, showcase.
10. Redecoration of the retail space in accordance with the design project.
11. Purchase of store equipment and its installation.
12. Supply of children's clothing and its layout.
13. Hiring staff.
14. Obtaining permits to open a store.
15. Implementation of marketing activities.
16. Festive opening.

Documentation

Key points of the children's clothing store registration process:

1. Registration with the IFTS as an individual entrepreneur or LLC. The process of registration of IP is simpler and cheaper, this form is chosen mainly for small shops. When organizing a network of outlets, it is better to choose an LLC. Also, the creation of a legal entity provides for the possibility of owning a business by several owners.
2. The optimal tax regime is an imputed tax or a simplified system.
3. Permission is required from Rospotrebnadzor, SES and the Fire Service.
4. OKVED - 47.71.1 "Retail trade in men's, women's and children's clothing in specialized stores." For the sale of underwear, you should indicate the code - 47.71.2, sportswear - 47.71.5, hosiery - 47.71.6, accessories - 47.71.8.

To open a store, the entrepreneur must collect the following papers:

• certificate of entry of the company in the commercial register;
• confirmation of tax registration;
• decisions from Rospotrebnadzor, SES and Fire Supervision;
• premises lease agreement;
• garbage collection agreement
• account information;
• documents for cash register equipment, its registration;
• statistics codes;
• certificates for children's clothing and other goods;
• staff medical records.

Room and design

Key criteria for choosing a location for a children's clothing store:

• high traffic of the target audience;
• location near shops for children (sale of toys, books, stationery), entertainment complexes (children's cafes, towns, attractions), kindergartens, schools, etc.;
• positive image of the area;
• the absence of direct competitors is desirable;
• convenient access roads and parking.

Trading space requirements:

• suitable area (minimum 10 square meters, optimal - 60 square meters);
• the possibility of organizing a showcase and placing a sign;
• availability of electricity, heating, water supply and sewerage;
• no need for major repairs.

The main areas of the children's clothing store:

• showcase;
• shopping room;
• fitting rooms;
• play area for kids;
• checkout area;
• utility room;
• stock;
• bathroom.

Features of the design and interior of the children's clothing store:

• the design must match the corporate identity of the store;
• decor should be unusual and non-standard;
• walls can be decorated with original drawings of favorite children's characters from cartoons and fairy tales;
• you can not get carried away with a very bright design, this will distract children from the goods;
• the play area is equipped with toys, slides, swings and other attractions;
• unusual mannequins should be used;
• the interior must meet the expectations of both children and their parents;
• it is important for parents that the interior is safe, causes positive emotions and also was functional;
• lighting should not be too bright or dim.

The video talks about the right approach to store design. Filmed by the channel: "OOO Rusinnovatsiya".

Equipment and inventory

A ready-made sample of equipment, furniture and inventory for a medium-sized children's clothing store.

Photo gallery

Slide in the children's corner - 10,000 rubles Children's table and chairs - 5,000 rubles Shelving for the trading floor and warehouse - 100,000 rubles Children's and teenage mannequins - 50,000 rubles

Staff

The staff of the clothing store with a 12-hour shift and working hours - seven days a week:

• sales assistants (four people);
• administrator (performs the functions of a merchandiser).

When opening a small shop, the entrepreneur himself can act as an administrator. After the trading process is established, the functions of the administrator can be shifted to a hired employee.

Accounting is most often carried out by the head of the store or an invited accountant (not included in the staff). Cleaning duties can be performed by a cleaning service specialist or a sales assistant, before the store opens or closes.

The salary of the main workers is formed from the salary and a percentage of sales (usually up to 5 percent).

The main functions of the store administrator:

• control over the performance of their duties by sales consultants;
• accounting for cash balances;
• formation of a list of goods for ordering from suppliers;
• organizing and monitoring the implementation of marketing activities;
• creating a work schedule for staff;
• training of personnel in working with the cash register, laying out goods, communicating with customers, etc .;
• product quality control;
• resolution of disputes and conflict situations.

Financial plan

Financial planning for a children's clothing store is based on the following information.

How much does it cost to open a store - in each specific case individually.

Starting investments

To start the store, you will need money to cover the following expenses.

The main cost items are.

Recurring costs

Regular expenses of a children's clothing store.

Income

The outlet's earnings are calculated based on the following data.

Business project performance indicators.

The profitability of the business will increase with the growth of sales volumes. In this case, the fixed costs per unit of production will decrease and the entrepreneur will receive a lower cost of production from this.

Calendar plan

The preparatory stage of organizing a children's clothing boutique.

Stage of paperwork.

organizational stage.

Marketing stage.

Risks and payback

External risks of a children's clothing store.

Internal risks of a children's clothing store.

The idea of ​​a children's clothing store will pay off in 12-14 months.

We bring to your attention a business plan for opening a children's clothing store in a small town.

Project Description General description of the project

The main performance indicators of a children's clothing store:

• Monthly profit = 113,530 rubles;
• Profitability = 20.7%;
• Payback = 12 months.

General information:

• City population: 300 thousand people;
• Point location: city center, 2nd floor of a large shopping center, retail area 60m2.;
• Ownership type: rent;
• Working hours: 9:00 - 20:00;
• Number of jobs: 6 people;
• Sources of financing: own funds - 500 thousand rubles; borrowed funds (credit) - 900 thousand rubles.

How much money do you need to open a children's clothing store

The list of starting costs according to the business plan:

General description of the enterprise

What system of taxation to choose for business registration. OKVED code

The organizational and legal form of the children's clothing store will be individual entrepreneurship. For the trade in children's goods, the OKVED code is 52.42.1.

Selected as the taxation system single tax on imputed income (UTII). The amount of the tax will be calculated according to the formula: 15% * (1800 (basic yield) * sq.m)*k1*k2. The coefficient k2 for the retail trade in children's goods in the Ulyanovsk region is 0.43. The total amount of tax for a room with an area of ​​60m2 will be equal to 10,936 rubles per month.

Step-by-step plan for opening a children's clothing store

At the moment, practical activities have begun to implement the project:

1. Registration of individual entrepreneurship in the Federal Tax Service;
2. A preliminary lease agreement for a 60m2 space on the 2nd floor in a large shopping center has been concluded. The cost of rent per month is 90 thousand rubles;
3. Selected approximate range of products of our outlet.

The store will operate in a self-service mode. The operating mode is planned to be set from 9:00 to 20:00 hours.

Organization staffing

For sales assistants, a 2/2 work schedule will be established.

The function of the administrator will be performed by the project manager.

products and services

Product Description

The assortment of the outlet can be presented in the form of a diagram:

In addition to ordinary goods, our store will sell children's clothes such as famous brands like: Adams kids, Bon Vevey, Disney, Adidas, Mexx, Zara and many more.

The average markup on clothing will be at least 100%.

What equipment to choose for a children's clothing store

The main equipment needed for the job includes:

1. Showcases;
2. Shelves;
3. Hangers;
4. Shelving;
5. Baby mannequins;
6. Mirrors;
7. Furniture (sofas, chairs);
8. System of protection against theft of goods;
9. Cash register and computer.

Distinctive advantages of children's goods

1. Clothes for the little ones will be only natural and environmentally friendly;
2. All clothing will be supplied from leading manufacturers and accompanied by quality certificates, which excludes the appearance of underground goods on the shelves of the store;
3. A wide range of beautiful children's clothing for the most different ages, winter and summer collection;
4. Flexible system of discounts and regular promotions for clothes for children.

With our partners, with a guarantee of quality. Marketing plan

marketing plan

Store attendance will be provided for the following reasons:

1. The store will be located in a large shopping center with a large flow of customers;
2. On the same floor where a children's clothing store is planned to open, a toy store is already operating, which is visited by many parents. This will provide an additional flow of visitors to our store;
3. Located next to the shopping center Kindergarten and the school, which will also bring additional customers.

Advertising and promotion

For the promotion (promotion) of the point of sale, it is planned:

1. Advertising in the media (newspaper, magazines, TV, radio);
2. Advertising on transport (minibuses);
3. Banners, banners, billboards;
4. Distribution of leaflets, flyers, posting ads.

In total, about 20 thousand rubles are planned to be spent on these activities every month.

Competitors

In addition to us, the shopping center already has three stores with a similar assortment of goods. Let's spend comparative analysis strengths and weaknesses of our competitors:

How much can you earn selling children's clothing

The attendance of the shopping center averages 7 thousand people a day, which is 4-5 thousand on weekdays and 9-10 thousand on weekends. 70% of this number of people are women, of which 20% are moms ready to make a purchase. Converting percentages to the number of potential buyers, we get 980 people per day. And the so-called "average check" when visiting children's clothing stores is about 1000 rubles.

Multiplying 1000 rubles by 980 people. we get 980,000 rubles. Since there are 3 more competitors in our shopping center, the potential amount of revenue for each store is 245,000 rubles.

At the same time, not all mothers who visited our store are ready to buy goods immediately. Typically, the purchase percentage is only 10%. The total potential revenue of our store is 24,500 rubles per day.

However, in the children's clothing trade there is a seasonality in sales. Its peak is in autumn-winter, and a decline in sales is observed in the spring-summer period.

Imagine the planned monthly schedule for the movement of revenue:

When calculating the profitability and profitability of a children's clothing store in the financial part of the business plan, we will proceed from the planned annual revenue of 8.1 million per year Production plan

Production plan

Ordering a batch of children's clothing will take place both through the website and from the showrooms of wholesale organizations. Delivery of goods to our warehouse will be carried out by transport companies.

To create a wide range of products, it is planned to allocate cash in the amount of 800 thousand rubles.

For inventory a warehouse area of ​​15m2 will be used.

The planned staffing of the children's clothing store:

Employees will be required to:

• Sellers - girls aged 20 to 35 years;
• Ability to communicate with customers;
• Sales experience (preferred).Calendar plan

Calendar plan

The list of activities for starting a business and their cost are presented in the form of a table:

In total, it will take 45 days and 1.24 million rubles to launch the project. Financial plan

Financial plan

To open a children's clothing store, an investment of 1.4 million rubles will be required. Of these, own funds amount to 500 thousand rubles and borrowed (bank credit) 900 thousand rubles.

The main monthly expenses of an individual entrepreneur will be material costs (more than 50%), that is, the purchase of goods with subsequent resale.

Apart from material costs the big expenses of the entrepreneur will be the payment of insurance premiums to the Pension Fund and the Social Insurance Fund: 212.4 thousand rubles a year for employees and 36 thousand rubles. per year for IP.

A complete list of all costs, as well as the calculation of gross and net profit, is presented in the table - forecast of income and expenses:

Net profit based on the results of annual sales will amount to 1.36 million rubles.

Store Profitability children's clothing according to business plan calculations is 20.7%. With such indicators, the project pays off in 12 months.

Summing up, it should be noted that the trade in children's clothing, despite high competition, is a profitable business line. A short payback period, coupled with a good rate of return, makes this business attractive to many private investors.

This is a complete, ready-made project that you will not find in the public domain.

1. Privacy

2. Resume

3. Stages of project implementation

4. Characteristics of the object

5. Marketing plan

6. Technical and economic data of the equipment

7. Financial plan

8. Risk assessment

9. Financial and economic justification of investments

In this material:

We present you a business plan for a children's clothing store with calculations. This material can be used as a ready-made guide or as a template for developing your own unique project.

Description of the store, purpose

The relevance of the business idea

Babies are always born and they always need something to wear. They need much more things than adults, because rapid growth. According to RBC estimates, children's clothing accounts for 20% of the average monthly “children's” expenses in a family. That is, this commodity of everyday consumption is in relatively stable demand, and the business is easy to scale to the current demographic situation. In addition, despite the huge number of outlets selling children's clothing, you have to look for things:

• good quality;
• comfortable and beautiful;
• at an affordable price;
• in a large assortment;
• in a comfortable, modern store with decent service.

Important! Small towns - up to 1 million inhabitants - suffer especially from the lack of such proposals.

The Benefits of Selling Baby Products

1. Stable demand, little responsive even to crises.
2. The business is easy to scale to the current demographic and economic situation - from a store with district coverage to a large point in the city center.
3. Parents and relatives tend to deny themselves rather than the child. They want their son or daughter to look decent in the garden and at school, with informal communication among peers.
4. Among children from the beginning of socialization, peer assessment plays a significant role - and this is an additional tool of pressure on parents.
5. Children's clothes are stored for a long time, little prone to damage. The goods can always be sold, if not at full cost, then with a minimum margin during seasonal sales, promotions.
6. Things take up little space, weigh little - reducing the cost of storage and loaders.
7. Beginners do not need special coordination procedures with Sanepidnadzor, as when opening a grocery store or catering point.

Preparatory stage of work

Market Review

The Russian children's clothing market is represented mainly by 5 categories of retailers:

1. Large federal networks like “ children's world” is a children's goods store that sells toys, clothes, shoes, and food.
2. Regional networks with local prominence.
3. Brand shops / boutiques are presented mainly in shopping centers, malls.
4. Separate clothing stores, as a rule, for people with higher incomes.
5. “Market” outlets with often dubious assortment (from wholesale depots, from Chinese marketplaces), with different pricing policies, usually with a low level of service.

Competitor analysis

Basically, market players gravitate towards two “poles”. Federal "giants", private stores, brand outlets - this is above average, high and very high cost of children's clothing, and people often do not pull on its regular renewal under such conditions, especially in the regions. At the same time, the quality of things is good or high.

The second half of the market - points with an assortment of different quality, mostly low. The cost is low or average, it comes across inadequately overpriced: financial planning there is based only on the appetites of the owner. The main disadvantages of the category are the quality of clothes and the level of service.

Definition of the target audience

The core of the client audience should be parents of one or three children aged 0 to 15 with average incomes, by Russian standards. In the first quarter of 2018, according to Rosstat, the average monthly income of 22.6% of Russians was 27-45 thousand rubles, for 18.9% - 19-27 thousand rubles. per person. In total, this is 41.5% of the population.

These are representatives of generation Y (since 1983) and already Z (after 2000), who love brands and love high-quality clothes, but they know the price of advertising and therefore do not want (or cannot yet) go to expensive stores. At the same time, children and the development of children for such parents are a super value, so it is enough to motivate them good service, modern furnishings and the functionality of the store, IT technologies.

organizational plan

We list the steps required to open a children's clothing store from scratch.

Registration of a children's clothing store

The most popular organizational and legal forms for this type of business are individual entrepreneurs and LLCs. Let's compare them in the table.

Room search

The place for opening a store selling children's clothing, taking into account the specified audience, should be quite top-end and passable, in some well-known shopping center in the locality. Otherwise, the image of a category that is qualitatively different from the “bazaar” points of sale will not be sustained.

The combination of high rents and attractive prices will need to be ensured through a thorough search for suppliers, working on the terms of medium and large wholesale directly with manufacturers.

When choosing a place to rent, be sure to find out the actual traffic, on weekdays and weekends. The shopping center is likely to overestimate this figure. Try for half an hour to an hour to calculate the traffic yourself at the intended point on weekdays, not during rush hour and on Saturday, between 12 and 3 o'clock in the afternoon. Get an average throughput.

Creation of the interior of the trading floor

The interior of the trading floor must be kept in any of the modern styles suitable for children: pop art, hi-tech, minimalism, eclecticism. Colors should be branded, based on the brand book.

It’s great if there are play areas in the hall, at least minimal ones: inflatable slides, drawing tables with pencils and paper, etc. The level of acceptable comfort is limited only by finances.

Purchase of assortment

Before opening a store, it is necessary to build work with all suppliers. These are domestic and imported brands, with an average and high level of product quality, the scale of production and the overall business of which does not allow opening regional branded stores. They will be happy to promote in your outlet and offer special conditions for bulk purchases.

You can select brands on the same Wildberries: there, most manufacturers of children's clothing are not represented by individual stores in our country.

The average final cost of a thing in a store is 2-2.5 thousand for 2018 (socks - 30 rubles, a winter suit - up to 5 thousand rubles).

Purchase of equipment

List of required equipment:

• cash register (online cash register), payment terminal and stand;
• storage trolley;
• racks and hangers;
• fitting rooms;
• racks;
• branded uniforms for employees (you can have separate branded insignia with a common dress code - for example, ties);
• clothes chips and entrance frame.

You will also need to order a sign and a sign for the entrance, a rooftop advertisement or a street counter.

Staff

In addition to the director (he is also the chief accountant, marketer, lawyer, supplier), the staff must have at least two sales assistants-cashiers (they are also storekeepers, loaders, cleaners) with a shift work schedule. This is enough if you rented a small otdelchik in the mall. Cleaning lady is still desirable to invite separately.

The optimal scheme for calculating the remuneration of personnel in terms of motivation is salary-bonus. It is desirable to be 10-15% higher than the average for the region - so that employees hold on to their place, and at first they do not have to change personnel. Corporate bonuses would be useful, at least in the form of discounts on goods, bottled water, microwaves.

Schedule

It is advisable to immediately, when planning, provide for work without weekends and holidays, from 9-10 am to 8-9 pm, in the operating mode of the shopping center. Parents are busy people, and they really appreciate the opportunity to shop outside of the standard working day. At the same time, mothers on maternity leave usually do not get too early for morning shopping.

Conducting an advertising campaign

The very first steps are marketing strategy, naming (brand name and slogan), buying the main, all key and similar domains, corporate identity and brand book. The advertising campaign should be further built on the basis of corporate design and marketing strategy.

It is better to choose cutting-edge promotion methods:

• full-featured online store with adaptive layout, with a set of measures for SEO, contextual, and banner promotion;
• SMM and advertising in social networks;
• ad services Avito, Yula, etc.
• outdoor advertising.

Traditional and expensive channels: TV, radio, offline press - can be completely neglected. You can buy advertising for the region on children's TV channels.

Financial plan

Attention! Actual amounts vary greatly by region and locality. We give an approximate calculation.

Investments in a business project

The initial investment is aimed at:

• store registration (2-5 thousand rubles);
• purchase of equipment (35-40 thousand rubles);
• purchase of the primary assortment (50-80 thousand rubles);
• outdoor advertising (2-5 thousand rubles);
• a website and a group in social networks (can be postponed for a year and a half, but undesirable; about 20 thousand rubles).

In total, according to rough estimates, this is at least 90-110 thousand rubles.

Store operating expenses

1. Staff salaries - for two shift sellers in the regions from 24 thousand rubles per month in total.
2. Room rental - from 25 thousand rubles per month.
3. The cost of communications, cash, consumables, water, cleaning, advertising, etc. - about 10-15 thousand rubles. per month.

Excluding taxes and contributions - about 60-70 thousand per month.

Sales proceeds

Income directly depends on traffic and on the percentage of conversion, as well as margins. Normal conversion rate is 25-30%. If it is less - look for what the problem is.

With an average cost of a thing in a store of 2-2.5 thousand rubles. the average check will be less - about 700-800 rubles. On average, at first, there can be 10 buyers per day, that is, daily income - 7 thousand rubles, monthly - 210 thousand rubles.

Profit

We have already determined current expenses at about 60 thousand rubles. Taxes with a monthly turnover of 210 thousand rubles under the STS scheme of 6% will amount to 12.6 thousand rubles for individual entrepreneurs per month. Contributions for myself and two employees - about 10 thousand per month. Total expenses 82.6 thousand rubles per month. This means that the profit of the IP will be 127.4 thousand rubles. To obtain net profit you need to divide it by at least 2 (with a mark-up of 100%) and it will amount to 63.7 thousand rubles.

Profitability of a children's clothing store and the payback period of investments

To calculate the payback period, you need to divide the initial investment by the profit. In our example, the payback is less than a month, even with the cost of the site: 110 thousand rubles + 82600 / 63.7 thousand rubles. = 3 months. But this is an ideal picture in which the additional purchase of goods is not taken into account, even with a good state of affairs, the payback period is extended by 3-6 months.

So, a clothing store for children is a business with good profitability, quickly paying off. We hope that detailed recommendations and calculations will help you open your own business.

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AT recent times children's clothing stores are becoming an increasingly worthy type of business. This is largely due, of course, to the fact that children grow by leaps and bounds. Thanks to this, every year any child needs a new pair of shoes and new clothes in the form of blouses, pants, tights, dresses. In addition, if adults can save on themselves, they do not do this on their children, at least until they are very small.

Here you will learn about how to open a children's clothing store, a business plan for this. This information will help you get started.

Business plan

Marketing, market and your competitors

Like any other business, a children's clothing store must begin with planning, studying the situation and prospects for this type of market. The structure of the children's market consists of 34% of children's clothing, 18% of toys, 12% of shoes and 36% of other little things for the child. The annual turnover of children's clothing in Russia is about 3-4 billion dollars and is growing by a quarter every year. At the same time, 80% of the deliveries of things are from abroad, mainly from China, Finland and Germany.

Each family spends about 20 thousand rubles a year per child, given the number of shops in the city and the population, one can easily imagine and calculate the profitability of the future business and its prospects. You should study the location of competitors' stores and their assortment.

Commercial premises

After all the calculations, it is worth starting to search for premises for the store. Storage of clothes and toys does not require special conditions, therefore, when choosing, you should rely on your own financial capabilities and the location of a children's clothing store - it should be easy to catch the eye and be within walking distance. The emphasis should be on design, it should attract adults and delight children. Renting a small room and paperwork costs an average of 30-50 thousand rubles.

Registration and documents for starting a business

Everyone is registered, as a rule, as an individual entrepreneur. The client base consists of individuals, unless you are a wholesaler of other children's clothing stores. In addition, it reduces the tax burden and reduces the already decent paperwork, making it easier to work with tax reporting. Registration as an individual entrepreneur is cheaper than an LLC, and filing documents with the tax authorities is easier - you only need a notarized application and a copy of your passport.

Furnishings, equipment and inventory

For the full-fledged operation of a children's store, a minimal but necessary set of equipment is required: various shelves, racks, cabinets for shoes, mirrors, cash register. All this should harmoniously fit into the design of the room. The total cost of equipment is from 40 to 60 thousand rubles, the costs are higher - a matter of desire. In addition, it is necessary to develop a sign and it is better not to save on this. If there is no money for equipment, then it can be rented.

Store staff

The size of the children's clothing store shows the required number of staff. For a small store, two salespeople are enough to know which size corresponds to which age. The salary is set based on the average salary in the region. In addition, do not forget about the accountant - this is important person in any firm.

Financial plan

In the financial part of the business plan for a children's clothing store, it should be taken into account that, depending on the salary, the staff are deducted contributions for mandatory pension insurance, the amount of which is 14% and also the tax on the income of an individual, which is 13%. Maintaining tax and accounting is a complicated thing, so you should choose the ONS - a simplified taxation system. If the “income” tax base is applied, then the taxpayer’s tax rate of 6% is applied.

If we take, for example, that the revenue per day is 5 thousand rubles - 150 thousand per month, then we can estimate the costs:

• Equipment and furniture as a one-time cost - 40-60 thousand
• Room rental - 30-50 thousand
• Salary - 20-30 thousand
• Pension insurance - 20 thousand x 14% = 2,800 rubles
• Taxation - 15 thousand per month
• Personal income tax - 20 thousand x 13% = 2,600 rubles
• Tax on the ONS - 150 thousand x 6% \u003d 9 thousand rubles.

As a result, expenses amount to 100-150 thousand rubles with monthly expenses of 60-90 thousand rubles. The profit will be about 60-90 thousand rubles per month. In addition, a children's clothing store can and should be made popular. The payback of such a business in the worst case scenario does not exceed a year.

Do not forget that children's clothing is always in stable demand.