Is draft beer profitable as a business? What does it take to open a beer store? Who is in charge of this issue?

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 define 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 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 is 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. Based on this, it is necessary to regulate 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. A no less serious threat is also posed by large federal networks selling cheap bottled beer. However, bypassing competitors and occupying a free niche in this business will help the development of a unique selling proposition. Emphasis can be placed on a wide range of products, on high quality service, or on 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 customer 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);
• Advantages bonus card before the discount one, in that no more than 70-75% of all accumulated bonuses are spent, while the 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 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 to the fact that imported beer costs several times more than Russian-made beer. It is better to work with one large supplier who delivers fresh beer on time. High Quality.

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;
• Disposition financial resources companies;
• 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 buyers about availability 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.

Do you like beer and dream of your own business for a long time? The idea of ​​​​pursuing a business that you like can be successful, even if you start it from scratch.

To your attention step-by-step instructions for opening a draft beer store.

Beer trading is a profitable business. At least that's what the statistics say.

Monthly earnings from one medium-sized point in the summer period is approximately 300 thousand rubles.

A well-organized, similar business functions perfectly even outside the “hot” season, bringing the owner almost the same income. Inspiring, isn't it?! True, in order to create a truly successful beer store, you have to work hard. First of all, with the design.

Consider how to open a beer store from scratch on your own and what it takes to open a beer store. Step-by-step instruction from the owners of such a business, taking into account administrative and organizational nuances, as well as secrets successful sales, at your service.

Where to begin

Whether you are going to open a large or small store depends on the desire, budget and demand in the region.

Difficulties are not to be feared. They arise during the implementation of any business.

By competently planning everything and predicting possible "deviations from the course", it will be possible to avoid unnecessary waste of time and money. Having decided to open a beer store, make sure that the business plan is correctly drawn up.

The complexity of managing a store, along with the risks, increases in proportion to the scale of the business.

What documents are needed to open a beer store? In order for the profit from the activities of your store to flow like a “beer” river, you should initially:

• register an activity (not an individual entrepreneur);
• to become registered in off-budget funds;
• obtain permission to trade in beer;
• build relationships with the sanitation station / firefighters;
• legalize the cash register.

Then you should act according to the previously developed business plan. It describes in detail the scope, principles, methods of implementation and promotion of activities. Be sure to conduct a market analysis, determining:

• key competitors;
• target audience;
• the approximate number of customers that you can attract at first;
• acceptable work schedule.

If you have experience or at least an understanding of the aspects entrepreneurial activity, you can try to write a business plan on your own, based on the materials of the article, or based on a similar document with calculations from the Internet. Otherwise, it makes sense to order the development of a detailed individual “instruction” for your activity from professionals.

We comply with the law

The legislation of the Russian Federation prohibits the sale of alcoholic products in the following places:

• educational institutions;
• medical institutions;
• markets;
• transport stops;
• stations;
• non-stationary trade facilities;
• stalls and kiosks.

At the same time, beer can be sold in the time interval - 8-23. And only for organizations! The advantage is the ability to switch to a simplified taxation system, therefore, save on paying taxes on the property of the enterprise, profit, value added. For such trade, the code is used - 52.25.12 "Retail trade in beer".

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Institution format

The format of the institution may be different:

• sale of bottled / canned products;
• sale of a draft drink;
• 50 / 50.

Naturally, the first option will require the least effort. However, the competition in this segment is much higher.

“Live” beer is sold by specialized stores in the amount of only 11% of the amount of the drink produced in the country, which cannot be said about bottled beer.

Almost every more or less large supermarket sells it.

At the same time, experienced entrepreneurs say that with the right approach, organizing a store selling beer on tap will not be too difficult. At the same time, the income from such activities is higher.

Point of sale of draft beer

The fact is that the retail sale of beer and draft products are two big differences, as the inhabitants of Odessa say. It's not just about different audiences, but mainly about the perception of the drink itself. Draft beer is made of higher quality, which is why it costs more.

Customers do not purchase such products spontaneously. They come to the relevant outlets on purpose - in order to taste the intoxicating drink, which differs in taste from standard bottled beers.

Take-away sales usually provide the bulk of sales. Therefore, appropriate conditions should be created for buyers so that they can conveniently deliver the purchased goods home.

At the same time, one should not forget about the comfortable atmosphere for the category of consumers who want to taste a glass of beer directly at the point of sale.

The room defines the audience

Let's figure out how to open a beer store on tap. Drawing up documents, in parallel, you can start looking for premises for a store. It doesn't matter where it is. The main thing is the inner atmosphere. Slowly drinking a glass of "live" beer is loved both in sleeping areas and in the center.

Be sure to consider the presence in the room:

• repair;
• communications;
• security alarm;
• infrastructure in the adjacent area;
• safe;
• equipment and furniture in the room.

The area of ​​the room is calculated depending on the number of cranes that are planned to be placed.

For 12 pieces, 12 squares will be enough. Do not forget that there should be a utility room and an area where it is convenient to place a couple of small sofas with tables.

An ideal store with a comfortable client area and staff space where you can easily sell at least 20 beers will take up 50 m 2 , of which the hall will be at least 20 m 2 .

For a store of the indicated area, 4-5 people will need to be hired.

Beer shop space

It will be enough for a couple of sellers so that they can work in shifts without days off, a cleaning lady, an accountant, a security guard (if necessary).

Basements are taboo. This is due to two nuances. The first is a negative attitude towards such a “neighborhood” of the residents of the house. The second is the requirement of firefighters to have an emergency exit, which is simply not available in half of the basements.

Beer shop equipment

If you are new to the business, it is wise to take the easy route and work with one supplier for the first time. Distributor interested in brand promotion:

• provide their equipment;
• help with installation
• teach how to properly operate the installed units;
• provide promotional materials.

When, having worked a season or two, you "fill your hand", it will be possible to sign agreements with several suppliers. Most of them offer equipment for rent.

Beer equipment requires monthly maintenance, during which it is cleaned and tested. Do not forget to include this item of expenditure in the budget, unless, of course, this obligation has been assumed by the supplier.

"Hop" in assortment

It is not economically feasible to sell less than 15 varieties in a store.

It is better to divide beer into 4 categories from "economy" to "premium". So you will attract customers of all segments and increase the throughput of the outlet without much effort.

Initially, it is better to make an assortment of classic light and dark beers, as well as the most popular ones.

Worth it in advance marketing research(to communicate with suppliers, as well as the staff of similar stores, posing as a curious client). Gradually, having studied the demand and wishes of customers, introduce new varieties of products.

At the same time, it is important to observe the proportion in the ratio "price / quality". It is such a product that will have a stable demand, which means that it will bring a significant income to the store owner.

Try to focus on the "luxury" products. Of course you have to match. However, the image of a seller of high quality beer will play on you.

The trust of customers should not be lost in any case. Once having bought sour beer, the client will not return.

“Notoriety” on word of mouth will spread pretty quickly, and this will cast doubt on the success of such a “delicious” business.

In addition to beer, it makes sense to sell snacks, such as dried fish, chips, nuts. Permits (except for the quality certificate provided by the supplier) are not required for such products, which is very convenient. Practice shows that often a client does not go to another store for a similar product, even if the price for it is somewhat lower there.

Costs and income

How much does it cost to open a beer store? Consider how much money you need to invest to equip a small store (about 20 m 2) for selling draft beer. The costs will be:

• monthly rent and payment utilities- 100-150 thousand rubles;
• equipment (if necessary to buy) - 250 thousand rubles;
• repair and decoration - up to 150 thousand rubles;
• advertising - about 100 thousand rubles;
• staff salary - about 50 thousand rubles.

Naturally, there may be other unforeseen costs. However, with reasonable savings, definitely invest in the starting 450-600 thousand.

As for the margin, for imported products it ranges from 30%, for domestic products - at least 100%. For a liter of "live" beer, the buyer pays in the range from 60 to 250 rubles. average. That is, the sale of one keg can bring earnings of about 2 thousand rubles. If the place is chosen correctly, and advertising is carried out regularly, then the money spent for the season can be returned. A well-promoted point with "running" products can bring up to 1 million rubles.

The beer trade is a seasonal activity. Using thoughtful advertising campaign(tasting days, discounts on certain days, etc.), you can make a good turn in the winter.

If the season turned out to be successful, you can safely plan the organization of a new point. When the scale of the business reaches a new level, there will be a great opportunity to purchase beer directly from the manufacturer. And then, for sure, the beer river will rapidly rush to high incomes.

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The idea of ​​opening a beer store on tap in Russia is promising, and therefore popular. According to statistics, it is beer that is the leader in the list of the most consumed alcoholic beverages. In addition, today our country occupies the 4th place in the market alcoholic products, the quality level of which has changed for the better in recent years.

Market analysis and location selection

"Live beer" differs from the usual goods in glass and bottles in many advantages: full taste, smell and best quality and is considered more attractive to customers. All this plays into the hands of businessmen who decide to create their own beer enterprise. But let's deal with the main problems, risks, and most importantly, the costs of such a business.

Absolutely all people located in a settlement, city cannot become a buyer of beer by weight. Here, like any other product, there is a certain circle of customers: men and women of middle age. Based on this indicator, you need to choose a place for your store.

Consider a few of the most commonly used beer business options:

• beer shop - a specially equipped building for the retail sale of goods;
• a beer department in a supermarket, the area of ​​\u200b\u200bwhich is usually rented;
• beer pavilion - a separate trading facility with the presence of communications, a warehouse.

Most often on initial stage Entrepreneurs prefer to rent the building, but the most profitable option is to open a beer pavilion, since according to the established laws of the Russian Federation, in order to rent a room, you need to pay 1,800 rubles per square meter, and registration is charged fixed amount in the amount of 9000 rubles. If you are going to create a beer point in a supermarket, get ready to reckon with and rely on the rules and requirements of the owner.

The location of the beer store should be closer to the sleeping areas of the city, youth gatherings, parks, recreation areas, the main traffic artery. There are several nuances associated with legal restrictions:

• If this is a residential building, then it must be transferred to the status of non-residential.
• Retail trade is possible only in stationary objects.

The beer store should not be located in the "forbidden zone", that is, a place located next to children's organizations, educational institutions, sports facilities, hospitals, railway stations, airports, military facilities.

Pay attention to the income level of the residents of the selected area, because with the right knowledge you will be able to better form the range of products offered, and the competitiveness of existing outlets.

Main provisions of the project

The development of a business project is impossible without the competent creation of its main stage - the documentary base. Special permits and approvals (SES, administration, other bodies) for the opening beer business you do not need to receive, it is enough to notify the Rospotrebnadzor body about the start of activities. However, it must be remembered that organizations and entrepreneurs must know and comply with sanitary rules, fire safety rules, which can be found in the bodies of Rospotrebnadzor.

Next, you need to register a legal or individual as an entrepreneur in the tax authority. More often, lawyers advise establishing an LLC, which will reduce future costs for the ever-tightening legislation on the rules for individual businessmen.

In the future, the main papers in the beer store will be documents indicating the source of receipt and confirming the quality and safety of the products sold, the availability of appropriate conditions for its storage and sale.

It is equally important to choose a good beer supplier. Experts believe that it is more profitable to buy a drink from the manufacturer if you already own several outlets. It is better for novice entrepreneurs to cooperate with distributors, since their margin is low, but there is a delivery service to the buyer's store. Here are some tips to help you choose the right supplier.

1. Criterion. You don't always have to buy the lowest priced product for the range of beers you need. If the price is low, and the delivery is paid, then it will not be cheaper.
2. Advice. Terms of sale and delivery
3. Price. Choose a supplier with flexibility pricing policy, that is, the possibility of delay and the availability of discounts.

Also a big plus will be additional services for the provision and maintenance of bottling equipment. To reduce shipping costs, prefer local manufacturers. Before signing the contract, find out about the experience of the supplier, ask for waybills, certificates of conformity or for all types of beer.

When you decide on a building, a supplier, complete all the necessary documents and make repairs, you need to move on to the next paragraphs of the business plan.

Necessary equipment and personnel for the operation

The mandatory list of equipment should include a cooler that maintains the temperature of beer, a rack for installing taps, a counter, a refrigerator, kegs for transporting beer from a supplier and storing products, a beer tap, a special hose, gas cylinders and a pressure reducer. All this equipment does not have to be bought at once, but can be rented, the monthly cost of which usually ranges from 2-10% of the price of new equipment, depending on the type of equipment.

Recently, thermal chambers or kegerators have become increasingly popular. With a beer storage system in a separate room, centrally cooled, there are a number of advantages:

• The system allows you to reduce the cost of equipment (coolers) and rental. Especially noticeable for large points - from 30 varieties with a good strait.
• Unpleasant odors are eliminated from the retail space.
• Not only connected kegs are cooled, but also those that are being replaced.

Concerning commercial equipment, here you need a cash register, scales, a universal showcase for demonstrating goods and tables with chairs if you plan to sell beer on tap in mugs.

For the normal functioning of a beer store, 2-4 sellers are enough. Their number depends on the work schedule and the number of clients. When hiring, pay attention to the ability to communicate with customers, knowledge of beer varieties, or at least a vision of the difference between the proposed assortment. We advise you to give preference to former bartenders. Not unimportant factor is the appearance of a person, it should have to itself. Do not forget to keep an eye on the work of your staff, as often the income of a beer store on tap suffers due to the tricks of the sellers. However, if wage employee is worthy, he is unlikely to want to deceive the employer and customers.

How to advertise the store and attract customers

First you need to create a positive image of the store. Help with this original name, exterior and interior design. On the street, it is necessary to make an outdoor sign with a catchy slogan and a price list for drinks, which should attract not only pedestrians, but also drivers. Decorate themed windows and take care of good lighting. The internal interior should be made in the same style, branded clothes for sellers are welcome.

Even at the initial stage, you can find regular customers, a bright opening ceremony with a tasting of beers, coupons and discounts for the first buyers will help in this. To further attract people, it is worth conducting certain services, for example, ordering beer by phone, home delivery. A WEB-page on the Internet, all kinds of promotions and gifts for customers will not interfere.

Possible dates for opening a beer outlet

Opening a high-quality store in a short time is not an easy task. Businessmen will have to face a number of problems and delays, which we dealt with earlier. Difficulties may arise if you do not have experience in this field.

For a faster return on investment, it is better to open a draft beer store in spring or summer, because it is during this period that the demand for this drink increases.

Thus, it may take 1-2 months to open a beer outlet.

Fixed and variable costs

Consider the costs of a businessman who is about to open a beer store on tap and lease the building. The initial costs will be associated with paperwork, the purchase of the necessary interior items and assortment, and the organization of advertising.

• IP registration: 100 rubles
• Repair: 50,000 rubles
• Purchase of chairs and tables: 15,000 rubles
• Sign order: 30,000 rubles
• Outdoor advertising: 15,000 rubles
• Equipment: 200,000 rubles
• Purchase of an assortment of beer: 100,000 rubles

Total: 410,100 rubles.

In the future, the costs will go to the development of the enterprise, the payment of taxes, salaries to sellers, and improving the quality of products.

• Rent: 30,000 rubles
• salary (including insurance premiums and tax): 100,000 rubles
• Raw materials: 250,000 rubles
• Advertising: 5,000 rubles
• Monthly costs: 385,000 rubles
• Profit before tax: 95,000 rubles
• Tax: 14 250 rubles
• Net profit: 80,750 rubles

According to the market analysis and the experience of entrepreneurs in the beer business, the profitability of the business is 30%, which is an excellent indicator, and the payback period is six months. During this time, the beer store on tap will rise and be able to bring in a significant net profit.

As a result, we advise novice businessmen to take a responsible approach to creating their own business plan and not to forget about the main risks of production: seasonality, shelf life of products, control by government agencies.

In contact with

Dear visitors of the site, below is an example of a business plan for a draft beer store with economic calculations. The document was prepared by specialists with economic education and experience in writing such projects. The calculations were carried out using Microsoft Excel.

If you need to write your own business plan, you can take this structure and calculations, and substitute your data there to get the payback period for your business option. If you have any questions about the calculations, you can ask us in the VKontakte group, in the comments below, or by sending them by mail.

Summary

Target: opening of a draft beer store in a new residential district of the city with a population of more than 20,000 people.

Tasks: opening a point of sale of draft beer and related products (snacks, tobacco, kvass, lighters, souvenirs, etc.) for clients with an average income level. The new microdistrict is being built up with high-rise buildings, mainly with economy-class apartments, which will provide a sufficient number of potential buyers of the outlet.

Initiator of the project

The opening of a business is planned for credit resources and savings of the sole founder - former employee one of the network retail stores, where, among other things, the sale of draft beer was organized.

Investment costs

The total cost of opening a draft beer store is planned at 900,000 rubles. The main initial costs will go to the renovation of the rented premises and working capital(purchase of goods). The opening of the store is planned on the first floor of a residential building located on a busy street in a new residential district of the city.

The main amounts of investments by cost areas:

• Opening of an individual entrepreneur, settlement account - 10,000 rubles.
• Payment of a guarantee (security) fee for renting a store premises - 50,000 rubles.
• Repair work (in accordance with the requirements of the SES) - 70,000 rubles.
• Obtaining permits from Rospotrebnadzor, SES and fire inspection - 60,000 rubles.
• Making a sign above the store and two banners on the windows and facade - 50,000 rubles.
• Purchase of equipment for bottling beer, counters, racks and refrigeration equipment - 345,000 rubles.
• Purchase of equipment: cash register, tablet, barcode scanner, video surveillance system - 80,000 rubles.
• Purchase of goods - 220,000 rubles.
• Advertising costs (leaflets with a discount for the 1st and 2nd months from the moment of opening, the work of promoters) - 15,000 rubles.

The store will be located on the 1st floor of a multi-storey residential building (corner location) with an entrance group overlooking the busy street of the microdistrict. There are no competitors in the immediate vicinity of the store (the nearest one is at a distance of 3 stops public transport).

Project financing

To open a draft beer store, the organizer plans to use their own savings in the amount of 500 thousand rubles and 400 thousand rubles of credit funds received from the bank for a period of 5 years at 24% per annum (consumer loan without collateral)

Project payback indicators

Based on the calculated data, the following project indicators are planned:

• IRR - 149% per annum;
• Simple payback period - 17 months;
• Discounted payback period - 19 months;
• NPV - 6,169 thousand rubles;

Suppliers and contractors

The main suppliers of live beer for the store will be private beer producers of the city (3 suppliers), which will provide delivery of beer in kegs, promotional materials. The entrepreneur plans to purchase snacks, bottled beer and other related products at local wholesalers using his own vehicles.

Equipment for bottling beer and refrigeration equipment will be purchased from specialized companies in the city. The counter and counter of the seller - will be made to order according to the size of the rented premises.

A video surveillance system and an alarm button will be installed to control the sellers, as well as to monitor the order in the trading floor.

Repair work will be carried out with the involvement of a company that already had experience in preparing such premises for all requirements. oversight bodies(SES, Rospotrebnadzor, fire inspection).

Product range

Main product groups:

• Live beer on tap - 15 varieties;
• Beer, water, bottled juices;
• Snacks (crackers, nuts, dried seafood, smoked cheese, etc.);
• tobacco products;
• Lighters, beer mugs, souvenirs, etc.

Anchor commodity group there will be live beer on tap in the amount of 15 varieties. It is the taste qualities of draft beer that attract more and more lovers of this drink to specialized stores, where a sufficient selection of varieties from various price categories is presented.

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Investment plan

The total amount of investment in the draft beer store will be 900 thousand rubles. The cost plan, broken down by main items, is presented in the table:

Schedule for the implementation of investment work:

Production plan

Draft beer store with an area of ​​50 sq. m. is located on the corner of a multi-storey residential building and has a separate entrance from the sidewalk with a lot of pedestrian traffic. A small area (about 5 sq.m.) behind the stand with beer taps will be allocated for the utility room. Racks and refrigerated display cases with finished products in bottles, snacks, etc. will be placed along the perimeter of the hall. Both display windows (facing on different sides) will be occupied by advertising banners. The cash point is planned to be placed behind the counter of the seller opposite the entrance to the store.

The general layout of the premises is shown in the figure:

Equipment

Commercial beer bottling equipment, showcases and refrigeration equipment are Russian-made, which significantly reduces initial investment costs and equipment maintenance in the future.

The purchased cash register will comply with all the requirements of 54FZ and the EGAIS system (if the entrepreneur plans to add strong alcoholic drinks to the assortment in the future). The acquisition of a tablet and a barcode scanner will ensure the speed of customer service and facilitate inventory management.

Shop opening hours

Given the restrictions on the sale of alcoholic beverages, the draft beer store will be open from 10.00 to 23.00 daily without breaks. Days off are not provided, as it is holidays and rest days provide an increased demand for this category of products.

Since the working day of the sellers will last 13 hours, it will be necessary to organize work in two shifts (for two sellers) with the involvement of an additional shift seller (vacation, sick leave, etc.).

Trading process

Customer service from behind the counter will be handled by two salespeople.

The production process will consist of the following main parts:

1. After the delivery of beer in kegs from manufacturers and related products by the director (entrepreneur), the goods are placed on the trading floor.
2. Information about the product will be entered into the accounting system installed on the tablet. Access to warehouse accounting will be available to the entrepreneur from any other device connected to the Internet.
3. The choice of products will be made by buyers based on visual inspection, as well as through periodic tastings (products for tasting will be provided by beer producers).
4. The write-off of sold products will be carried out automatically by scanning a barcode and issuing a cash receipt.

Production cost and fixed costs

The entrepreneur, choosing suppliers and product range, was guided by his previous experience working as a senior administrator in the liquor department at a local grocery chain. The choice of suppliers and varieties of beer was made based on the most popular varieties, supplemented by related products.

The following sales volumes of the main product groups are planned:

• Live beer on tap - 50%.
• Bottled drinks, juices, water - 15%;
• Snacks - 15%.
• Tobacco products - 10%.
• Lighters, mugs, souvenirs and other products - 10%.

Margin for locally produced draft beer from 80 to 100% (90% on average), for finished products in bottles - from 30 to 70%, for snacks, tobacco and souvenirs - from 60 to 120% The weighted average markup, taking into account the planned volumes, will be 84%.

In part fixed costs- the main share will be occupied by two types of expenses: rent (50,000 rubles / month) and staff salaries (wage fund - 96,000 rubles / month + 5% of revenue), as well as tax payments (on the payroll and UTII).

Equipment maintenance and cash register will cost about 3,000 rubles a month, accounting services, telephone and Internet charges - 15,000 rubles. monthly, the delivery of the goods will be carried out on the entrepreneur's own car - the cost of gasoline and maintenance vehicle will be about 10,000 rubles. per month. Periodic advertising expenses are planned in the amount of no more than 5,000 rubles (printing and distribution of leaflets, coupons, etc.).

Marketing plan

Competition and location

The draft beer store will be located at a sufficient distance from medical and educational institutions(legislative requirement), but on good pedestrian traffic from a public transport stop to residential buildings. The corner arrangement of the room will allow placing on showcases advertising banners, which will be visible from two intersecting streets.

Since the microdistrict is new and is being actively built up, the number of potential buyers will constantly grow. At the same time, there is not a single similar specialized store for bottling live beer within two blocks.

Assortment and prices

Prices for products will be maintained at the level of the average for the city. The main emphasis will be placed on a wide range of draft beer - 15 different varieties are planned to be on permanent sale. The entrepreneur expects to receive additional profit from inexpensive souvenirs and gift products: lighters, various beer mugs, beautifully packaged sets of snacks and other things.

Planned product groups:

• Live beer on tap;
• Bottled beer, juices, water, kvass and other drinks;
• Snacks (nuts, crackers, chips, smoked cheese);
• tobacco products;
• Lighters, mugs, souvenirs.

Planned sales volume

The average bill in draft beer stores ranges from 300 to 500 rubles. With sales on weekdays in the amount of 4-6 checks per hour, on weekends and holidays in the amount of 6-8 checks per hour, the daily revenue will range from 22,000 to 31,000 rubles, which will average about 750,000 rubles per month.

Draft beer has a pronounced dynamics of demand. The graph of the seasonality of sales of beer products is shown in the figure:

The decrease is observed in autumn and winter months, demand growth - starting from February, all spring and summer months. In this regard, the opening of the business is scheduled for the 1st quarter of the year.

It is thanks to the opening of the store in the peak sales season that the planned revenue of 750,000 rubles is planned to be reached from the 5th month from the moment of the first investment or from the 2nd month from the date of opening the store. The planned revenue growth schedule is shown below:

SWOT analysis

To select the correct positioning for a draft beer store, an analysis of the strengths and weaknesses future business.

Strengths:

• The entrepreneur has experience in organizing sales of similar types of products at the previous place of work;
• Absence of direct competitors in the microdistrict (the nearest one is at a distance of 3 stops of public transport);
• Location of the store on a street with high pedestrian traffic;
• A wide selection of draft beers (15 assortment positions).

Weak sides:

• Lack of entrepreneurial experience of the organizer;
• Competition from retail stores, pavilions and hypermarkets in terms of groceries and snacks.

Possible difficulties that can complicate business development:

• Probable opening in the nearest houses under construction shops-direct competitors.

Opportunities for further business development

• Expansion of the assortment due to strong alcoholic beverages (the area of ​​​​the premises and the availability of the EGAIS cash desk allow expanding the assortment range);
• Growth in number potential clients due to the settlement of new houses, gradually put into operation.

Advertising strategy

Since the buyers of the beer store for bottling are residents of neighboring houses, the project does not provide for any advertising costs for periodicals, radio or television.

The main carriers of information about the assortment and ongoing promotions will be: a signboard, banners on display windows and flyers with discount coupons.

An additional attraction tool will be periodic tastings at the expense of beer producers, gifts and souvenirs for the holidays.

organizational plan

Business registration and taxation

Since at the moment the store will not sell strong alcoholic beverages, the organization of an LLC is not required. The business will be registered in the name of an individual entrepreneur - the initiator of the project.

This type of activity is subject to taxation in the form of UTII (single tax on imputed income). The amount of tax is calculated based on the area trading floor, as well as special coefficients, which are regulated by legislative acts local administration. Based on the current rates in this city and the area of ​​\u200b\u200bthe premises - UTII for a draft beer store will be 30,000 rubles. per quarter or 10,000 rubles. per month.

Staff

For the store to work without breaks and weekends, it is necessary to hire 5 sales assistants, 4 of which will work two days a day, two + 1 substitute salesperson for vacations and sick days.

All functions of the store director will be assigned to an individual entrepreneur. A cleaning lady will be hired to clean the premises. Accounting services outsourced.

The staffing table with the number of employees and their salaries is shown in the table:

The hierarchy in the organizational structure of this business is quite simple:

Financial plan

Prerequisites

When calculating the payback of a draft beer store, the following assumptions were taken into account:

Annual inflation - 10% per annum;

Business tax - fixed (UTII);

Deductions calculated from the wage fund - 34.2%.

Project financing

All costs of organizing a business will be covered by the savings of the entrepreneur - the initiator of the project, as well as by attracted consumer credit without security, issued for a period of 5 years at 24% per annum. The repayment of the loan is planned in annuity (equal) monthly payments.

15,12%.

Calculations were made for a period of 10 years with annual inflation rates of 10% per annum.

The break-even point will be reached in the first month from the start of sales, thanks to the correctly chosen period in terms of seasonal demand for goods.

Risk Analysis

The payback and profitability indicators of the draft beer store opening project are attractive. Estimated indicators make it possible to attract both investors' funds and bank loans.

Potential risks for this project may include:

• Falling incomes of the population - this risk is partially reduced due to the constant increase in the number of residents of the microdistrict. Given that they are buying new apartments, the income level of residents is at least at the average level.
• Further work of state and public structures aimed at propaganda healthy lifestyle life and refusal of alcoholic products. From this point of view, the trade in beer can be for some an intermediate link in the transition from strong alcoholic beverages to sobriety.

conclusions

The business plan for opening a draft beer store is attractive both in terms of a quick return on investment costs and based on small amounts of initial investment.

The considered business plan is attractive in terms of future profitability and allows you to attract credit resources for its implementation.

Beer, as well as cider, poiret, mead, and other beer-based drinks, are alcoholic products. When selling beer, it is necessary to take into account the rules governing the sale of alcohol, but with some peculiarities. Interested in this line of business? Then read our article, in which we will talk about the most important issues when trading beer and beer drinks:

• can an individual entrepreneur sell beer;
• Do you need a license to sell beer?
• what restrictions exist when selling beer;
• do beer sellers need to connect to EGAIS;
• when a cash register is not needed when selling beer;
• what kind OKVED codes pick up beer for sale;
• What kind of sales reports do you need to submit?

Can an individual entrepreneur start selling beer

Let's answer right away individual entrepreneurs entitled to sell beer. Why does such a question arise at all? Are there any prohibitions on the sale of alcohol related to the legal form of the seller (IP or LLC)? There really is such a ban, it is established by article 16 of the law of November 22, 1995 No. 171-FZ.

According to it, only organizations are allowed to sell strong alcohol. Why this is so is not explained, but the fact remains - only legal entities. An exception is made only for individual entrepreneurs - agricultural producers who sell wines and champagne of their own production.

Regarding the sale of beer, the same article states that "Retail sale of beer and beer drinks, cider, poiret, mead is carried out by organizations and individual entrepreneurs." Please note - this is a retail sale! The fact is that there is also the norm of Article 11 of Law No. 171-FZ, and it also allows the wholesale circulation of alcohol and beer only to legal entities.

Thus, individual entrepreneurs have the right to sell beer and drinks based on it only at retail. And in order to produce and sell beer without restrictions, you need to register a company.

Do I need a license to sell beer?

And here everything is simple - a license to sell beer is not required. Again we read Law No. 171-FZ, Article 18 on extradition: "... with the exception of the production and circulation of beer and beer drinks, cider, poiret, mead." So, selling beer without a license in 2020 does not threaten anything, no sanctions are provided for this. True, certain restrictions and requirements for organizing the sale of beer still exist, and we will talk about them further.

Conditions for the sale of beer

This is perhaps the most important information that you should familiarize yourself with before organizing a beer trade. Given that beer is an alcoholic beverage, it is understandable that it should not be available at any place and time.

Beer alcoholism develops quickly and imperceptibly, which is especially dangerous for children and women. And if for beer dealers large sales volumes are profit, then buyers of a foamy drink pay with their health for its immoderate consumption. We must be sympathetic to the prohibitions established in Article 16 of Law No. 171-FZ, in the end they act for the benefit of the whole society.

• children's, educational and medical institutions;
• sports and cultural facilities;
• public transport of all types and its stops;
• markets, railway stations, airports and other places of mass congestion of citizens (with the exception of catering establishments);
• military installations.

2. Beer can only be sold in stationary retail facilities, so the building must have a foundation and be entered in the real estate register. That is, temporary structures such as stalls and kiosks are not suitable for selling beer, with the exception of catering establishments. As for the area of ​​the retail facility, if strong alcohol is sold in addition to beer, then the restriction applies:

• at least 50 sq. m. in cities
• at least 25 sq. m. in the countryside.

When trading only beer, there are no restrictions on the area.

3. The time for selling beer is limited to the period from 8 am to 11 pm, except for public catering outlets.

• seller - from 30 to 50 thousand rubles;
• official (individual entrepreneur or head of organization) - from 100 to 200 thousand rubles;
• legal entity - from 300 to 500 thousand rubles;

If there is any doubt about the age of the buyer, the seller must request an identity document. In addition, criminal liability is also possible for the sale of beer to minors. Be aware that the police often stage surveillance raids involving young people in order to instigate such an illegal sale. It is better to play it safe and ask for a passport, even if the buyer looks old enough.

5. From January 1, 2017, the production and wholesale trade are prohibited, and from July 1, 2017, the retail sale of beer bottled in plastic containers with a volume of more than 1.5 liters. Penalties for violation: from 100 to 200 thousand rubles for individual entrepreneurs and from 300 to 500 thousand rubles for legal entities.

6. Additional restrictions on the sale of beer may be established by local authorities. Yes, in many municipalities the sale of beer is prohibited outlets located in apartment buildings. We recommend that before you start selling beer, find out all the rules in the local administration or the Federal Tax Service.

EGAIS - sale of beer

EGAIS is state system control over the production and circulation of alcohol. Do I need EGAIS to sell beer? Yes, of course, but in a limited format. Organizations and individual entrepreneurs purchasing beer for further retail sales are required to connect to the system for years only to confirm the purchases of wholesale lots from legal producers and suppliers.

To connect to EGAIS, you need to get a special electronic signature and register on the official website of Rosalkogolregulirovanie. We described in detail how to do this. After registration in the system, the buyer receives his identification number (ID), and the supplier draws up invoices for him, reflecting them in EGAIS. After the consignment of goods is accepted by the buyer, the supplier writes off the delivered products from their balances in the Unified State Automated Information System, and it is fixed for the buyer.

Confirmation of the fact of the sale of each bottle of beer, as is the case with strong alcohol and wine, is not required, therefore, the sale of beer through the Unified State Automated Information System is easier than other alcoholic beverages. The main thing here is to confirm that the wholesale batch of beer was purchased legally.

Please note that selling beer without a cash register is punishable separately under Article 14.5 of the Code of Administrative Offenses of the Russian Federation:

• for individual entrepreneurs and heads of organizations - from ¼ to ½ of the calculation amount, but not less than 10,000 rubles;
• for organizations - from ¾ to the full amount of the calculation amount, but not less than 30,000 rubles.

New OKVED codes for beer trade

Please note that when registering individual entrepreneurs and LLCs, only the classifier is used. To indicate the types of activities related to the sale of beer, use the new OKVED codes that are relevant in 2020.

For wholesale trade in beer:

• 46.34.2: Wholesale trade alcoholic drinks, including beer and edible ethyl alcohol;
• 46.34.23: Wholesale of beer;
• 46.17.23: Activities of agents for wholesale trade beer.

For retail beer:

• 47.25.1: Retail sale of alcoholic beverages, including beer, in specialized stores;
• 47.25.12: Retail sale of beer in specialized stores.
• 47.11.2: Retail sale of non-frozen products, including drinks and tobacco products, in non-specialized stores;

For the sale of beer in public catering:

• 56.30: activity of bars, taverns, cocktail halls, discos and dance floors (predominantly serving drinks), beer bars, buffets, phyto-bars, drinks vending machines.

Important: if you registered an individual entrepreneur or LLC before July 11, 2016, then you do not need to make any changes to the codes, the Federal Tax Service will independently correlate your old and new OKVED codes entered in the registers.

But if you decide to start selling beer after mid-2016, and the corresponding codes were not entered immediately upon registration, then you need to report a new type of activity using the forms (for individual entrepreneurs) and P13001 or P14001 (). In this case, indicate the codes according to OKVED-2, as indicated above.

Accounting for the sale of beer

From January 1, 2016, sellers of alcoholic products, including beer, are required to keep a register of retail sales. The form of the journal and the procedure for filling it out are approved by Order of the Federal Alcohol Regulatory Agency dated June 19, 2015 No. 164.

The journal must be completed daily, no later than the next day after the sale of each container or package of alcohol, including beer. At the end of each day, sales data is filled in: name, product type code, volume and quantity. This is how a sample magazine looks like, posted on the website of the state organization FSUE "TsentrInform", which issues an electronic signature for connecting to the Unified State Automated Information System.

For the absence of a journal or its incorrect maintenance, a fine is imposed - from 10 to 15 thousand rubles for individual entrepreneurs and from 150 to 200 thousand rubles for organizations.

In addition, following the results of each quarter, no later than the 20th day of the next month (April 20, July, October, January, respectively), a declaration on the turnover of beer in the form No. 12 must be submitted to Rosalkogolregulirovanie. August 9, 2012 No. 815.

Let's summarize:

1. Not only organizations, but also individual entrepreneurs can sell beer, however, only retail for final consumption.
2. A license to sell beer is not required.
3. Consider the statutory prohibitions on the place, time and circle of buyers when selling beer.
4. It is impossible to legally purchase a batch of beer for further sale without connecting to EGAIS, so you need to register on the Rosalkogolregulirovanie website. After that, the system will need to confirm the fact of the purchase of the batch each time and reflect the remaining products.
5. From March 31, 2017, the sale of beer, including in public catering, is possible only with the use of a cash register, regardless of the tax regime.
6. From July 11, 2016, only OKVED-2 applies for registration purposes. Specify OKVED codes for the sale of beer from our selection, they correspond to the current classifier.
7. Keep a log book for alcohol retail and submit declarations on the sale of beer in a timely manner.