Draft beer is profitable or not. Specialized beer shop. What does it take to open a draft beer store?

The ban on sale in tents and kiosks has led to a decrease in the consumption of packaged beer. But the number of outlets with draft offers is constantly growing. If the store format and location are chosen well, this business brings good income.

A relatively low entry threshold and a quick payback are a feature of the beer business. But it’s not enough to know how to open a draft beer store from scratch. To avoid having to close it after a year, you need to take into account the legislative nuances. There are two main forms of beer retail:

catering point: bar, cafe, pub, restaurant - spill and use at the point of sale;
store: retail space, a place in a supermarket - takeaway retail.

For the first, there are no restrictions on the time of work and location. Attendance is more stable, less seasonal fluctuations. But the financial costs are quite high. Take-away beer retail is more seasonally sensitive, yet it is consumed less in winter. The costs, however, are substantially lower, and there is also the potential to save on taxes and rent, since a large area is not required. If you choose a store, you need to understand:

where is it better and in what format to open it
in what order and how to register a point
Is it profitable to open a franchise business?

Store Format

Since 2013, sales have been prohibited at non-stationary trade points - pavilions, kiosks, summer tents. It was through them that most of the so popular "live beer" was sold. Now for trading use:

non-residential premises of houses, arranging small retail outlets;
leased space or trading place in the supermarket;
specialized stores in a separate building or part of it.

Shop in a residential building

The traditional type of beer retail. The most advantageous is the location in a residential high-rise area, or places of mass congestion of a youth audience. The entrance is obligatory from the street, the area of the store is from 30 to 50 sq.m. The territorial coverage is small, within a radius of 400 to 800 m. The assortment includes up to 10 varieties, the rate is on the middle, low price category, popular brands local manufacturers. It really depends on the season, the proximity of competitors.

Renting a retail space in a supermarket

An obvious plus is a large through traffic. The most successful place is the location opposite the grocery checkout or near the entrance. The cost of rent, of course, is higher, but you don’t need a lot of space to accommodate equipment: usually 5-12 squares are enough, from 5 to 15 beers are sold, more than half of them are inexpensive. In advance, you need to take a closer look at who goes to the store, what kind of contingent it is: the main part potential buyers- men from 20 to 40 years old.

According to the magazine "Pivnoye delo" after 2013, the redistribution of buyers actively changed in favor of modern species sales, flowing into mini and supermarkets. Now this process has slowed down, but their share already significantly exceeds the share of traditional types of retail - convenience stores.

Specialty beer shop

The location of a luxury store is usually chosen in the center, next to the prestigious shopping malls. A good repair is being carried out, the design and clothing of the staff reflect a certain flavor. The assortment is as expanded as possible, contains 20-30 varieties of drink, including non-alcoholic varieties. A solid shop equipment, cooling chambers, defoamers, racks for fish, cheese, shrimps. The share of revenue from related sales is about 25%.

Store opening step by step

In general, it differs little from the organization of other types of trade, with the exception of one feature. Beer belongs to alcoholic beverages, its circulation is limited by the relevant law (No. 171-FZ, 11/22/1995). Below we will look at what it takes to open a draft beer store, where to start, and several options for franchising. If you do everything in order, then you need:

choose a location, taking into account restrictions and prohibitions;
register an enterprise; choose a taxation system;
obtain the necessary approvals, notify of the commencement of activities;
prepare and place in the store all the required documents.

Restrictions on area, location, mode of trade

The location actually determines the entire chain: the number and contingent of buyers, assortment, price category, choice of suppliers, and ultimately revenue. Note that the choice is limited.

The premises for sale must be stationary; Own or rented, it doesn't matter. It should be a building (part of it) on a foundation, connected to utilities.
Minimum Requirements on the total area are absent, however, a separate trading place and a warehouse must be allocated.
Stores cannot be placed:
in children's, educational, medical, sports institutions and in the territory adjacent to them; the list includes camps, tourist bases, sports complexes, youth palaces - regardless of whether they are public or private; hospitals, polyclinics, ambulance stations (except pharmacies); stadiums, sports facilities;

in crowded places: at stations, stops, waiting rooms, metro, cultural and recreation organizations; the prohibition does not apply to the sale of beer at the same time as the provision of catering services.
Regularly there are questions about the definition of the allowable distance. It is established by the order of local authorities, as well as the list of relevant objects. In different regions: from 25 m to 150 m. Measured from the entrance of the store to the door of the object, or the entrance to the territory if it is fenced.
Trading is prohibited from 11 pm to 8 am. Regional authorities may impose additional restrictions, up to a complete ban. The restriction does not apply to low-alcohol drinks (up to 0.5%).

Company registration and registration

Organizations and private entrepreneurs can transport beer and sell it at retail. The latter - do not have the right to engage in production, wholesale, import. If large scales are not planned, the easiest way is to register as an individual entrepreneur at the place of residence. It will take no more than 5 days, they will automatically register with the FIU, FFOMS. Benefits: simplification financial statements and cash discipline.

See how the EGAIS system works in the retail sale of alcohol

Own business or franchise?

At the start, almost every entrepreneur considers such an option as opening a franchise draft beer store. The advantages of using a proven business model are known, it saves:

on advertising (designed brand, symbols, branded clothes);
on the purchase of equipment (often included in the franchise package);
on the price of the product (supplier discounts due to large purchase volumes).

There are also disadvantages. Some sellers ready business set limits: by the population of the city, by location. It is not always possible to find a suitable format, assortment, and it is often more profitable to work with local suppliers. Below is a summary of the three draft beer franchises.

"Buchen House". The cost of a lump-sum contribution is 10,000 (up to 10 varieties) - 60,000 (more than 20 varieties) rubles. The premises and equipment are provided independently. Centralized deliveries, in the range of up to 30 imported (Germany, Czech Republic, Belgium) and Russian brands. It is possible to reduce the contribution to zero, the amount of royalties is negotiated individually.
"Beer Boutique". The entry fee is from 185,000 rubles, includes: repair and decoration of the premises, installation of a bar counter, equipment rental, first delivery of goods, staff training, assistance in accounting. Rent of premises (8-12 sq.m.) at the expense of the franchisee. There are no royalties, but there are deductions for advertising.
"Beer&Co". Initial payment from 300,000 rubles, royalty-free. Own investments - from 1,100,000 rubles. Specialized shops, area 50 - 120 sq.m. The assortment of drinks and snacks (snacks, seafood) is issued in the corporate style only from one supplier "Pivzavoz".

If the concept of a franchise fits well into the plans, this is a convenient option. But many merchants choose independence and the ability to flexibly manage their business.

Addition

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Many people are attracted by the idea of opening a business selling goods that are guaranteed to be in demand among the population. That is why many start their own business by opening a grocery store or cafe. There will always be people. However, it is equally safe to say that people will continue to consume alcoholic beverages. And one of the most popular types of alcohol is beer.

The advantage of selling beer over selling other alcoholic beverages is that it does not require a license to sell. Still on my own this species business is not at all simple and will require you to know many nuances and pitfalls.

First of all, you need to decide on the format of the institution. You can open both a small outlet at the exit of a large supermarket, and a full-fledged store with a separate entrance and a wide range of products. This business plan is designed specifically for opening a separate store.

The next step is to determine the target audience and product range. After all, you can limit sales to a few beers, or you can expand the range with snacks, soft drinks, cigarettes and other related products.

After that, you have to choose a location, conclude a lease agreement and design the premises. Particular attention should be paid to this stage.

Registration of a business and obtaining permits is a particularly important stage of opening. Moreover, in 2016, the trading procedure became more difficult due to the tightening of control by the state.

Investments in this type of business are considerable. But the bulk of the investment is in working capital, and shop equipment can be rented from a supplier.

The amount of investment is 800,000 rubles.

The break-even point is reached on the third month of operation.

The payback period of investments is from 7 months.

The average monthly profit is 130,000.

2. Description of the business, product or service

The idea of the project is to open a store, the main product of which is beer. This drink is presented in a wide range: more than 20 varieties of draft beer. In addition, the buyer will be able to purchase additional snacks, as well as souvenirs: mugs, glasses, etc. The entire list of products for sale is shown below:

Draft beer: light, dark, unfiltered;
Imported bottled beer;
Soft drinks: lemonade, kvass, juices, water;
Cigarettes: more than 200 items;
Related products: lighters, chewing gum, chocolates, coffee, tea, chewing sweets, sweets, condoms, hookah tobacco;
Snacks by weight: fish snacks, squids, meat snacks, pistachios, peanuts, crackers, smoked cheese;
Snacks in assortment: nuts, chips, croutons, seeds, popcorn.

The cost of draft beer ranges from 60 to 250 rubles. per litre. The markup ranges from 50 to 100% depending on the type of beer, as well as on the state of the competitive environment.

The sales volume of beer strongly depends on the seasonality factor. High demand observed from May to September, while in winter the revenue is significantly reduced. In the cold season, the beer shop exists at the expense of regular customers. Therefore, in order to mitigate the risk of being left without profit in cold weather, from the beginning of the opening, you should actively develop a circle of regular customers. It is better to open a store from March to May, as in this case you have the opportunity to gain a large customer base by the winter season.

It is worth noting that preferences for the assortment change throughout the year. In summer, the consumer prefers "light" beers, and in winter he opts for "strong" beers. Proceeding from this, it is necessary to regulate the commodity balances, as well as to form the optimal order size. The faster the product is updated in your store, the more customers will go to you.

3. Description of the market

The target audience of the project consists mainly of men - 70% of the total target audience. Age - from 18 to 55 years. Women make up 30% of the target audience. A significant proportion of sales are made to people aged 25 to 35.

The beer store is visited by both regular customers who regularly drink large amounts of beer, and people from passing traffic who entered the store “on the way”. The latter make up about 25% of all buyers.

The main flow of customers are residents of nearby houses. That is why the location in the city center for this type of business is unfavorable in advance.

The direct competitors of the draft beer store are the same outlets. Large federal chains selling cheap bottled beer also pose a no less serious threat. However, the development of a unique selling proposition will help to bypass competitors and occupy a free niche in this business. Emphasis can be placed on a wide range of products, on high quality service or providing discounts and bonuses to regular customers.

The main asset of your company is a stable reputation. Therefore, special attention should be paid to maintaining order in the store. To do this, you need to install an alarm button to call security, as well as hang a video surveillance camera. If you do not want to spend money on buying a camera, you can install a dummy. This will positively affect both the discipline of sellers and the behavior of buyers.

Advantages over competitors include:

High quality products - only trusted suppliers and the best beers;
Organoleptic properties - all varieties of draft beer are many times superior to any bottled beer in terms of taste and useful characteristics. Even in closed kegs, such beer is stored for 30 to 60 days, and in open form no more than 7 days. Thus it is natural product, which retains many useful vitamins and minerals;
A unique bonus system for customers - a multi-level program motivates you to bring friends and make purchases in your store;
All varieties are always in stock;
Absence of expired goods - constant rotation is carried out;
Every holiday there is a promotion;
Cozy, good-natured atmosphere in the store, pleasant interior;
Availability of related products - snacks and cigarettes;
Availability of soft drinks - sale of kvass and lemonade.

With proper management of one store, the business owner has the opportunity to develop his own trading network. And since one store covers a circle of customers within a radius of 500-1000 m, it is possible to open additional outlets even in the same area. In this case, your company becomes known in a wide circle of beer lovers, and a positive reputation ensures a continuous flow of customers.

4. Sales and Marketing

Also, additional products can be introduced into the sale, stylistically suitable for the design and concept of the store. For example, matches, lighters, toothpicks, glasses and so on.

A good way to attract and retain a client is to develop a cumulative bonus system. In order to use it, the client must purchase a bonus card.

With each purchase, 5% bonuses are accumulated;
Bonuses are perpetual, that is, they do not burn out over time;
Bonuses "tie" people to the store. That is, if there is a choice, the client will always come to the store where he has a discount or bonuses;
Many people have already become accustomed to and have fallen in love with bonus accumulation systems (they use Gazprom, Lukoil, Sberbank cards);
Payment for the purchase with bonuses can be made either in full or in part (you can also set a limit - “no more than 20%”);
Increased bonuses can attract customers and even lure them away from competitors (for example, a 30% promotion on a bonus card);
The advantages of a bonus card over a discount card is that no more than 70-75% of all accumulated bonuses are spent, while a discount is always provided.

Customer loyalty is also increased by such Additional services as an opportunity for the buyer to pre-order and then pick it up at the appointed time.

Track customer reaction to every promotion you run. Ask them personally, arrange surveys, start a book of reviews and suggestions - this way you will learn in time about changes in customer needs.

5. Production plan

State registration. To open a beer store, it is enough to register as an individual entrepreneur. LLC is required for the wholesale of beer drinks. The selected taxation system is the simplified tax system (6% of income);

Search for premises, conclusion of a lease agreement;
Repair work, design;
Purchase of equipment, installation;
Obtaining permission from the SES and the Fire Service;
Recruitment;
Search for suppliers and formation of working capital;
Installation of a cash register, as well as connection to the EGAIS system;
Notification of Rospotrebnadzor about the beginning of activities;
Carrying out a marketing campaign;
Beginning of work.

When choosing a room, you need to proceed from the range of products offered, the proximity of competitors, fire safety standards, and also take into account the contingent of passing people traffic.

Thus, the following requirements can be presented to the premises for organizing a store that provides more than 20 varieties of beer:

The area is a residential area;
The size of the room - at least 40 sq.m., 1st floor, the presence of two exits (according to the standards of the Fire Inspection);
Location - at a distance of at least 100 meters from educational and medical institutions;
The entrance to the store should be located on the first line, not in the yards;
No competitors within walking distance.

In order for your store to be perceived by the consumer not as a cheap pub, but as a real draft beer boutique, you need to pay attention to the name of the store, its external design, as well as internal design. To do this, you should use the services of a designer, purchase building materials, make repairs, order a sign.

The next step is the purchase and installation of equipment. Often distributors of large beer factories offer rental equipment or even provide it for free. Conditions should be negotiated separately with each specific supplier.

After you have completed the repair and installed the equipment, you need to obtain permission from the Fire Station and SES. As a rule, if the premises have already been rented out before, and you have not done redevelopment, then Required documents the landlord already has.

During the recruitment phase, you will need to interview and select two suitable candidates for the sales position. In addition, you need to involve an accountant for outsourcing.

When choosing suppliers, you should pay attention that imported beer costs several times more than beer. Russian production. It is better to work with one large supplier who delivers high quality fresh beer on time.

On January 1, 2016, a law was introduced in the Russian Federation on the introduction of a system for monitoring and accounting for alcohol through the EGAIS system. To connect to the system, you need to purchase a software and cash register compatible with EGAIS, a UTM system and a JaCarta key with an electronic signature.

It remains to notify Rospotrebnadzor about the start of trading and announce the date of the festive opening of the store. Properly running an opening campaign will ensure you have a flow of customers on the first day of work.

6. Organizational structure

During the first period of work, the only representative of the administrative staff of the company is the director. His responsibilities include:

Search for suppliers and conclusion of contracts;
Development and implementation of marketing campaigns;
Drawing up sales plans for 1, 3, 6 months;
Supervise the timely opening and closing of the store;
Management of the company's financial resources;
Recruitment and payroll;
Regular payment of rent payments, as well as renewal of the lease agreement;
Monitoring the activities of competitors;
Development of a company development strategy.

To ensure the continuity of the store, you should hire salespeople. At the opening stage, two sellers will be enough, working according to the schedule - 2 working days after 2 days off. The salary of the seller is 500 rubles. per shift + 2% of the total revenue per month. The fixed part is paid out daily at the end of the shift, and the interest part is paid once at the end of the month. This method of remuneration motivates sellers to increase sales.

Beer shop involves a certain specifics of work:

First, the possibility of incorrect behavior on the part of buyers. In order to make the work of the seller more comfortable, a video surveillance system is installed in the store. Moreover, at the entrance you should definitely hang an announcement about the presence of video cameras, even if a dummy is actually installed. In addition, it is possible to strictly prohibit serving persons in a state of intoxication.
Secondly, work with alcoholic products on tap attracts the seller from the point of view of opportunities to deceive and conduct fraud. The video surveillance system will prevent such behavior of your employees.

In this regard, it is important to take the selection of personnel seriously, as well as develop a checklist for assessing the quality of the seller's work. Here are examples of such internal documents:

Clean work area;
Neat appearance;
Friendly customer service;
Informing all customers about the availability of a bonus program and about current promotions;
Cleaning after a working day;
Regular removal of goods leftovers;
Forming an order for suppliers;
Controlling the cash register, keeping a log of purchases.

For each item, you need to develop evaluation criteria. If at least one condition is not met, a fine is imposed.

Approximate data:

Monthly income - 450,000 rubles.
Net profit - 80,750 rubles.
Initial costs - 380,800 rubles.
Payback - from 5 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.

In this article, we will make detailed business plan draft (live) beer store with cost and income calculations.

Service Description

This article presents a business plan for a draft beer store. A similar enterprise can be opened both in a large and a small town. The article will cover aspects such as legal regulation, promotion methods own business, calculations based on real data and, of course, what an entrepreneur needs to do to make his business successful.

Market analysis

Considering the market alcoholic products all over the world, it should be noted that the Russians are in 4th place. Thus, one person in our country accounts for 15.76 liters of pure ethyl alcohol. This figure is very impressive. Only Moldova, the Czech Republic and Hungary are ahead of Russia.

But there is another side of the coin - the quality of alcohol consumed and its harm. In recent years, the taste preferences of Russians have changed markedly. Most of the population prefers elite drinks, not surrogates. This is due to several factors. Firstly, with an increase in the standard of living (even taking into account the current crisis). Secondly, with the quality and taste characteristics of products - Russians mostly prefer to drink less, but proven products.

So, opening a liquor store is a very interesting idea that can pay for itself in a short time. If we consider the demand in this market segment, it is worth highlighting that the most frequently consumed products are:

beer (36%);
wine (34%);
vodka (26%).

For all other varieties of alcoholic products, the demand is much less. From this we can conclude that the future store should be associated with these varieties of alcohol (all at once or one of them).

We must not forget that there are quite a lot of alcoholic supermarkets today. The competition here is very high. It will be very difficult for a novice businessman. Therefore, it is worth taking interesting idea, which in itself will already attract customers.

Today, many Russians are interested in the so-called "live" beer. Of course, it has a completely different taste, smell and quality than regular bottled products. And there are not as many such alcoholic "boutiques" as there are liquor stores. That is why we will consider this idea as the most attractive.

SWOT analysis

In order to realistically assess your capabilities, you need to evaluate internal and external factors that can not only benefit, but also seriously harm the business.

Yes, to external factors(which cannot be changed) can be categorized as follows:

Capabilities:

Lack of competition as such in the context of draft "live" beer stores.
Opportunity to develop a retail network throughout the city under a recognizable brand of the same name.

Threats:

Serious restrictions and requirements from the legislation of the Russian Federation, as well as local regulations, which can nullify the entire activity of the organization or lead to fines.
social movement for healthy lifestyle life (development of a negative attitude towards alcohol stores).
High level of competition among alcohol sellers.
Availability retail chains with lower prices for similar products (bottled alcohol).
The need to meet strict quality and customer service standards.

There is also a number internal factors(which the entrepreneur can independently regulate in the course of work), which include the following:

Strengths:

Availability of quality products.
Favorable prices for consumers through the development of beneficial relationships with suppliers.
The presence of powerful advertising opportunities that would attract customers.
Attracting customers through the emergence of new varieties of beer.
High level of customer service.
Fast service.
The presence of a system of discounts and other privileges for regular customers.
Availability of certificates for products purchased from suppliers.

Weak sides:

Lack of experience in this area.
Lack of assortment (more precisely, other goods in the store).
Narrow focus of the store.

Of course, it will not be so easy to open a draft beer store, an entrepreneur will have to face a number of difficulties and restrictions, so preparatory stage it is necessary to familiarize yourself with the current legislation in order to avoid fines and not commit an administrative offense.

Opportunity Assessment

planning working time in the store, you need to remember that there are a number of rules. So, the sale of beer is prohibited from 23:00 to 8:00. This restriction does not apply to places Catering. But even here you need to be careful. Restrictions may be introduced additionally on the territory of a particular region. So, in St. Petersburg it is forbidden to sell alcohol from 22:00 to 11:00, and in Yakutia - from 20:00 to 14:00. In some places, retail trade may be completely prohibited on certain days.

The punishment for violating this rule is quite serious: a fine of 5 to 10 thousand rubles, as well as confiscation of products sold illegally in the store.

So, the work of our draft beer store will be carried out according to next schedule(we took the average time frame, which, if necessary, can be adjusted for a specific region):

Incidentally, in holidays it is also forbidden to sell alcohol, and in the Ulyanovsk region it will not work at all to buy alcohol on weekends.

Total: 98 working hours per week; 420 working hours per month.

For work, sellers will be required, who will also perform the functions of a cashier. For uninterrupted supply, you will need 4 sellers who will work in shifts (2 through 2).

If you want the store to work around the clock, then you need to equip it with separate tables and chairs. In this case, the establishment will already be considered a public catering enterprise.

To have additional profit, you can diversify the assortment not only with different brands of beer, but also with all kinds of snacks. It can be sandwiches, fish, crackers, chips and much more.

Particular attention should be paid to the size of the room. Thus, beer bottling machines can be located in stationary trade facilities and warehouses, the total area of which is at least 50 m 2 . If the store opens in countryside, then this value is reduced to 25 m 2.

If there is a desire to quickly return the invested funds, then it is best to open a draft beer store in spring or summer. It is during this time period that the peak of demand for this alcoholic beverage falls.

Organizational and legal aspects

To get started, you need to register. You can choose or . Must be specified OKVED codes. AT this case they will be as follows:

52.25.12 - Retail sale of beer;
52.2 - Retail trade food products, including drinks, and tobacco products in specialized stores.

As for the taxation system, it is worth stopping at UTII (if there is one in the region, in Moscow, for example, UTII can be applied to a small number of activities). It is also possible to use and.
Choosing UTII, the entrepreneur may refuse to use the cash register. In other cases, it will be mandatory for use. If UTII is applied, then it is necessary to ensure the issuance of forms strict accountability to their clients.
It is imperative to obtain an opinion from Rospotrebnadzor, SES and the Fire Inspectorate.
If a cash register is used for work, then it must first be registered with the tax service.
To accept payment by bank transfer, you must.
The lease agreement must be formalized.
All employees working in the store must have health books. They must also undergo a medical examination on time.
The store should have natural, artificial and emergency lighting.
It is better to decorate the store with tiles or non-toxic paint.
Fire safety measures (presence of a fire extinguisher, evacuation plan) must be observed.
You will have to keep an alcohol declaration (an innovation in 2016).

Of course, these are not all requirements. It is worth studying the relevant GOSTs, SNiPs and SanPins in order to equip your store in accordance with all standards. When working in the format of a catering point, you need to study additional legislative acts.

Marketing plan

One of the most milestones is the design of their own draft beer store. You need to start with cosmetic repairs. Next, you need to not only arrange equipment, a counter, tables and chairs, but also create a pleasant atmosphere that will win over customers, make them stay and drink beer. At the same time, it is necessary to carefully consider how the sign will look. It should be large, catchy and attention-grabbing, memorable.

The interior can be supplemented with interesting items that would emphasize the mood of the whole institution.

Worth working on and possible options the name of your draft beer store. It should not be ordinary, boring.

The sale of draft beer is a rather specific type of business. You should not try to use all types of advertising, some of them simply will not work, so why spend extra money? For example, advertising a store on television, radio and other media is not only expensive, but also inefficient.

For work, it is best to use the following types of advertising:

Outdoor advertising. It is the most efficient of all. Moreover, it should be located in the area where the draft beer store itself is located. This also includes the design of the shop window and the facade of the building in the same thematic direction, so that customers can immediately find the store. It is worth thinking about lighting, so that even in the dark, potential buyers will not have problems finding the right place.
Distribution of coupons, discounts. This can be done either before opening, or upon visiting or purchasing for a certain amount. You can think about the accumulative system of discounts.
Additionally, you can negotiate with product suppliers to provide them with special promotional products. And many do it absolutely free. These can be ashtrays for visitors, coasters for mugs, and much more.
It is possible to organize an additional zone– open a summer veranda with umbrellas and benches. In addition, you can smoke there.

Calculation of projected income

This is a very ambiguous question. Everything will depend on the brand of which manufacturer the entrepreneur is going to sell. So, for domestic drinks, the margin is usually 100%, and for imported - 30%. Domestic beer will be sold in our store, which will make it possible to make a big profit.

On condition daily work revenue can be: 30 * 15,000 rubles \u003d 450,000 rubles. This size is quite real even for a small shop. Especially if it also sells beer snacks.

Production plan

Here I would like to dwell on what kind of equipment is required for work. Naturally, repairs will be carried out first.

cooler. It is he who will maintain the right temperature for the beer, so that it will be pleasant for visitors to drink it. Hardly anyone is a fan of warm beer.
Rack on which pouring taps will be installed.
Counter.
Kegs. In it, the drink is transported from the supplier to the seller. Also, products can be stored in it until the moment of opening.
Special beer column. It performs two functions at once - it complements the interior and helps the seller pour beer.
drip tray.
Beer tap (you can do without it if you do not plan to pour the drink into glasses).
Special hose.
Gas cylinders. With the help of them, the beer is released from the kegs.
Reducer. It is he who allows you to maintain the required level of pressure inside the cylinder.
Fridge. For storing other products and the beer itself.

In a word, a lot of equipment will be required, but it can pay off very quickly. Equipment can be provided by beer suppliers. They often rent it out or even for free if you buy certain quantities of beer from them.

organizational plan

Total: 380,800 rubles. These are the initial costs.

Financial plan

Profitability will be: 80,750/450,000 = 0.179 or 17.9%. This figure is quite acceptable for business.
Payback: 380,800 / 80,750 = 4.71. Therefore, after 5 months, the entrepreneur will be able to return the invested funds and receive a net profit.

Risks

As in any other type of business, there are a number of significant risks when opening a draft beer store. The most important are the following:

seasonality

It should be noted that in winter the demand for this product greatly reduced. In order to avoid serious fluctuations in revenue or even a lack of profit, it is worth adding hot pastries, hot dogs, sandwiches or something else to the assortment in winter.

Product shelf life

Live beer can be stored not so long. Some varieties even retain their taste qualities only for the first 5 days. With improper planning, up to 50% of the available raw materials can be lost.

At the beginning of your work, it is worth making purchases in small batches in order to assess the level of customer demand, highlight the most popular varieties, and only then form a subsequent order.

Severe control by regulatory authorities

This can lead to large fines and administrative penalties. It is worth conducting your business honestly and in accordance with the law. Then, for sure, the regulatory authorities will not be able to find fault with the work of the institution.

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!

Capital investment: 460,000 rubles.
Payback: 7-12 months.

Demand for beer exists all over the world, but some countries especially revere this drink.

Among them is Russia, where, according to statistics, they consume only 2.5 times less beer than Czechs and Germans who are fans of the foamy drink.

The quality of bottled beer leaves much to be desired, and it does not differ in a wide variety of tastes.

As a result, true connoisseurs and gourmets, who value beer for its taste, increasingly give preference to draft beer.

Such a serving of a drink is possible only in cafes, bars or specialized beer shops.

It does beer store business plan a sought-after document among newcomers and business sharks.

Highlight target audience consumers is difficult, because every second adult is ready to treat himself to a delicious drink.

But still, the “core” is made up of men aged 25-50, mostly office workers.

Advantages and disadvantages of a beer store

Obviously, any business idea has its own weak sides and powerful virtues.

It is important for an entrepreneur to know about them and be able to assess whether they will become an obstacle in his case.

Beer Store Business Plan: Planning

Interesting fact:
Beer is one of the world's oldest prepared drinks, dating back to the early Neolithic or 9500 BC.

The main task for which a beer point business plan is drawn up is not even obtaining credit funds or investments to open a business.

The document is needed to plan what stages you will have to go through before opening a store, how long it will take and what kind of risks can become an obstacle to business promotion.

Consider the main sections that help a novice businessman build a scheme for organizing and developing a beer store.

Required documents for a beer store

The list of documents that are needed for a beer store depends on the location of the TT.

If you open a point in a separate building, you will need:

Entrepreneur must or LLC. Each option has advantages and disadvantages.
If the premises are rented, it is necessary to conclude a contract of the established form with the owner.
SES and Gospozharnadzor will have to assess the premises and issue their conclusions that allow the store to operate.
Conclusion from Rospotrebnadzor.
Contracts are also concluded with all employees outlet.
The store must have cash machine with permits.

If you rent a place for a beer business in a shopping center or a supermarket, the owners of the leased space are responsible for obtaining permits.

However, in this case, the entrepreneur needs to obtain permission to sell beer.

Selling beer on the street can only be carried out with the permission of local authorities.

Requirements of the SES and the State Fire Supervision Service for the outlet

A business cannot be opened without obtaining the appropriate permits.

The necessary stages of preparation of the premises and their implementation should be included in the business plan of the beer store.

Entrepreneurs who ignore these rules will sooner or later face inspections that will entail huge fines.

For beginners, such a risk can be fatal and lead to the closure of the outlet.

Example of inspection requirements for the premises:

SES	State Fire Supervision
Walls and floors will need to be covered with washable tiles. The paint used must be non-toxic.	There must be an emergency exit in the room, which must not be blocked or blocked.
In addition to conventional lighting (natural and artificial), there must be emergency lighting.	All employees must be instructed and know how to act in case of fire.
The heating and power supply systems must be installed and working properly in the premises.	The store must be equipped with evacuation plans, fire extinguishers and fire detectors.

A complete list can be found by contacting the permitting organizations directly.

Marketing section for business plan

Why do some firms close after six months of operation, while others scale up their activities and occupy a place on the market for decades?

One of the reasons is a well-thought-out marketing strategy.

Planning methods of promotion and market analysis is allocated a separate section in the business plan of a beer store.

Competitive advantages over other beer stores

As already mentioned, there is fierce competition in the beer business.

To stand out among the "rivals", it is important to correctly present the USP (unique selling proposition) and advantages over other points.

Imagine three competitive advantage, which can make customers come to this particular beer store, and not another:

Advantage	Description
Buyers Club	The bulk of the beer shop's customers are people who live or work nearby. Issuing discount cards with the first purchase or any other inclusion in the loyalty program will turn casual visitors into regular guests.
Range	People are looking for new tastes, including in beer. Introduce new varieties to the range. Also, do not forget about the range of snacks that best complement the foamy drink.
savvy sellers	The format of a store selling draft beer appeared on Russian market not so long ago. Because few of the clients can boast good knowledge varieties. Vendors who understand beer and can give useful advice, will add a few points to the point to the popularity.

Advertising in the business plan of a beer store

Using an advertising strategy for a business is vital.

You can use guerrilla marketing, which will minimize the investment in advertising.

But you can't refuse it at all.

At least until the point of sale is promoted by word of mouth.

Use these methods:

the grand opening of the store with music and balloons;
import beer in small batches, but regularly;
the assortment should contain drinks of different price categories;
when issuing cards regular customers fix their numbers, to which you can then send SMS.

Beer shop equipment

It is worth buying equipment only when you are absolutely sure of the long-term business.

If the opening of a retail outlet is an experiment, and finances are limited, it is better not to take risks and rent it.

The list of equipment, cost and name of suppliers should be reflected in the business plan of the beer store.

To start you will need:

Name	Qty
Draft beer taps	1
beer cooler	1
Snack counter	2
Beer kegs with hoses	10
Gas cylinder and reducer	5
Fridge	2
Cash machine	1

Personnel in the business plan of a beer store

A small staff is required for a beer store: it is enough to hire 2-4 people who will work in shifts.

They must have customer service experience, operate equipment, and have a strong knowledge base about beer.

If you opened an LLC to organize a beer store, you will need to invite a specialist to do bookkeeping.

However, for a small point it makes no sense to hire a full-time employee.

This work can be outsourced.

Calendar plan for opening a beer store

The calendar plan must be included in the business plan of the beer store.

It will allow you to understand what time the outlet should open and notice if something goes wrong.

Event	1 month	2 months	3 months
Business registration
Development of a business model
Point of sale design: interior, equipment connection diagram, sign order
Signing a lease agreement
repair work, equipment of premises
Recruitment
Launch of an advertising campaign
Beginning of work

Financial section of the beer store business plan

Financial calculations are called the most important section of a business plan.

They allow you to calculate the estimated amount of capital investment.

After all, until the outlet pays off, you will have to invest money from personal funds.

The cost of opening a beer store in a business plan

Item of expenses	Cost, rub.)
Total:	RUB 460,000
Registration, paperwork	25 000
Repair and interior design	75 000
Purchase of equipment	200 000
Creation of a commodity stock of beer	100 000
Unrecorded expenses	60 000

Current monthly expenses for the outlet

Risks of opening a beer store

In the business plan, it should also be noted potential risks, which may affect the operation of the beer store.

It is necessary not only to know about these dangers, but also to calculate the actions to minimize them.

Possible risks:

At live beer short term storage.

If you do not have time to sell the entire batch, it will simply have to be drained.

By taking the risk of selling sour beer, you will badly ruin your reputation.

Oddly enough, in the west it is practically not developed.

This means that you will not have examples and reference points, except for your competitors.

Opinions of specialists differ regarding the future of beer shops.

Someone is betting on the further development of the idea.

Others predict an approaching decline in demand.

A young entrepreneur shares his experience of running a beer business in a video:

Payback period for a beer store business plan

The average markup for domestic beers is 100%.

Such an indicator and approximate sales figures of an average outlet allow us to conclude that a beer store will pay off in 7-12 months.

That's an impressively short amount of time!

It is important to consider that in winter the level of sales will drop sharply.

Therefore, it is important for an entrepreneur to acquire a financial “airbag” and a customer base.

But in the summer, revenue can grow to 300,000 rubles per month.

Draft beer trade attracts with a low investment threshold and a quick payback period.

However, this industry is associated with a number of risks and pitfalls.

That's why it's so important to make beer store business plan before starting to implement the idea.

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Today, beer is the most popular alcoholic drink in Russia. According to Euromonitor International, in 2012, 1019 decaliters of foamy drink were sold in our country for a total of 904 billion rubles. At the same time, there is an increase in demand for draft beer. Consumers like the rich taste of "live" draft beer and the special aesthetics associated with it, reminiscent of the times of the Soviet era. How to open a beer outlet and how much money you need early stages? This question is asked by many aspiring entrepreneurs, because this type of business is considered very profitable and promising.

Starting capital for opening a point of sale of draft beer - an amount of 400 thousand rubles.

Financial investments can increase significantly if you prefer buying instead of renting commercial premises. It is worth considering the fact that at the initial stage, the best option would still be renting. Rental prices for retail space range from 1000-2000 rubles/sq. m.

The first procedure you need to go through is registration as individual entrepreneur. IP status is the best option for this business, but if you plan to carry out wholesale, registration in the status of a limited liability company is suitable.

Next, you need to obtain permission from the local administration and the territorial department of Rospotrebnadzor for this type of activity, conclude a lease agreement, register a cash register, register with the tax office, and also obtain approval from the sanitary and epidemiological station and the fire inspectorate.

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Your task is to choose a place with good traffic, in a well-visible area, located at a distance of at least 100 m from educational institutions. It is very important how many people can see your sign. The best option would be a residential area, preferably a bedroom. Also, the number of sales is favorably affected by the proximity to recreation parks, beaches, bus stations, student dormitories. In business districts and places with a high concentration office buildings beer point may be unprofitable. It is worth finding out if there are supermarkets, bars, cafes nearby: this may adversely affect profits.

You can, in a separate pavilion, arrange an area in grocery store or rent non-residential premises on the first floor of the building. Keep in mind that, in addition to trading floor, you will need space for office and storage space. The optimal size of the outlet is 50 sq. m. If the dimensions are much smaller, you will have to cut the range of goods.

A prerequisite is the presence in the room where draft beer is sold, two exits, a bathroom, as well as alarm security, a safe and a cash register.

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The main costs are the equipment necessary for trading. You will need 200-300 thousand rubles for its purchase. In order to save money, you can buy used equipment. If you wish, you can conclude an agreement with a supplier of a particular brand of draft beer, and then some of the equipment will be provided to you free of charge.

So, the main list of necessary equipment:

Cash machine. (with passport)

Showcase-refrigerator.

Refrigerator.

Gas cylinders.

Gas reducers.

Kegs 50 and 30 l.

Defoamers.

Air conditioner.

Average income in winter period- 150-250 thousand rubles per month; in summer, profit doubles: from 300 thousand rubles a month and more. Therefore, if you want to recoup your business as quickly as possible, we recommend that you schedule the opening of a point for May-June.

The range of products directly depends on the size of the area at your disposal. You can start with 10 varieties of the drink, so that there are varieties of both dark and light draft beers. In addition to the foamy drink, the assortment should include various snacks: snacks, dried fish, cheese, salted nuts. The presence of related products can double the profit.

If you have less than three points, then it is better to make purchases through a distributor. Buying products directly from the consumer plant is beneficial, provided that you buy in bulk. For beer of domestic producers, sellers introduce a double mark-up, beer of imported brands, as a rule, is sold at a price 30% higher than the purchase price.

A seller selling draft beer must have a sanitary book.

Organizing a point of sale of draft beer is not so troublesome and difficult if you have a small start-up capital and basic knowledge. At the initial stages, you or one of your family members can directly engage in trading. But remember that a business needs constant growth to be truly successful, so aim to expand your network and staff accordingly.