How often do I hear this old expression. And by the way, I totally agree with him. Recently, during a webinar, one of the listeners also wrote to me in a chat: “If the store is in a good place, success will be sure. "

It's hard to argue, so we're looking for a good place.

But if you think about it, few people rent premises for a store, spend money on opening, and at the same time believe that the place they have chosen is bad. So why do I hear so often from entrepreneurs the sacramental phrase

« We got the wrong place."

The fact is that the word "good" is an abstraction. To assess the suitability of a retail space, specific quality criteria must be adopted, and each store concept will have its own criteria, with their own hierarchy of their importance for the success of the store. If the entrepreneur does not have such a set of criteria, then there is a high risk of making a mistake and opening a store that will not be visited enough to become profitable.

What kind of mistakes that can be called “typical” are most often made? Especially if the future owner of the store believes that this place is “good”, simply because, for example, there are a lot of people in this Shopping Center, or the trading room is located on a very busy street. There is a lot to say here, but if you generalize such errors, you get the following:

• Probably the most common and most dangerous mistake - the concept of the store does not match the characteristics of the flow . That is, the number of people passing by the store is large, but the proportion of your potential buyers among them is low. You pay high rent for this amount, but in reality, these are not your people. For example, you have youth clubwear, and your store is located on a very busy business street with offices. Among the clerks and managers there are not many regular buyers of this kind of clothing.

• The store is in the "right" location, but for some reason it's hard to get into. This may be the entrance from the side of the building, in the case of a separate store. Or the third floor of the shopping center, or some other "barriers" between visitors and the entrance to the store. Quite often, entrepreneurs cannot assess the seriousness of the impact of such a “barrier” on future store attendance.

• The quality of the premises itself does not allow for sufficient comfort for customers. No ventilation, no air conditioning in the south facing room. Often, when deciding on a lease, entrepreneurs do not pay attention to it, thinking that its positive aspects (that is, a large flow), its location, outweigh these "small" disadvantages. But for a successful business, customers must not only enter the store, but also buy in it. In a stuffy, hot trading floor, if there is not enough oxygen in the air, the conversion drops seriously. Yes, and sellers can not normally work a full shift. And no amount of motivation will help. Hygiene factors are very important.

• No showcases. I remember very well how we rented a room in a very good Moscow shopping center, with high attendance, but the entrance to the store was through a short corridor. It was not even a corridor, but rather a wide and short hallway, but there was no shop window. And although we carefully designed this “hallway”, and the rent was much lower than in neighboring normal premises, and we agreed to place free advertising for the store in the shopping center itself, we did not manage to send ENOUGH visitors to the store. After some time, the store had to close. Also, the shape of the trading floor has a strong influence on the return of the trading area.

• Your customers are driving and you have nowhere to park. Sometimes it's more difficult. Your product suggests that you need to come by car for it. For example, you sell flowers in pots. Few people will buy flowers to carry them in their hands. And it's hard to get to you . For example, there is no exit from the highway.

What is the resume?

Well, firstly, before signing a lease agreement, it is imperative to conduct an examination of it for the presence of all sorts of "traps and ambushes." In order for you to be able to do it yourself, I have made

Secondly, first develop a set of criteria for the correct assessment of the premises. This set is developed based on the characteristics of your target audience, the consumption situations of your products, the consumption basket and other essential elements of the concept of your future store. I talk about this in detail at the seminar.

For trade, it is preferable to rent rather than buy premises. This has an undoubted number of advantages, one of which is the ability to respond to changes in a short time. In this case, the tenant can quickly change location.

The customer flow can change dramatically due to external factors. So, if a large and prestigious shopping and entertainment center is being built nearby, then it will surely lure a large number of buyers to itself. Ultimately, this can make the business of another store unprofitable.

We must not forget that the purchase of a retail space subsequently requires the fulfillment of a number of obligations. If you have to reduce the number of outlets, then selling the premises is not so easy. Then you have to think about renting it out, and this is work in a completely new line of business.

You need to choose a room after the entrepreneur is clear on the format in which he is going to work.

There are quite a few accommodation options. You can open your outlet in a shopping center, a separate building or make it mobile.

There are a number of factors to consider when choosing a space. They will be considered in more detail.

The article turned out to be large, so use the content.

Location estimate

This includes several nuances at once, which the entrepreneur must take into account in order for the work to be effective later:

• District potential

If it is insufficient, then it makes no sense to open your own outlet in it. At the same time, it is necessary to determine the trading zone correctly. For medium-sized supermarkets, it is about 1.5 kilometers, which is equivalent to a quarter of an hour on foot.

It is also very important to understand how to determine the potential, what should be taken into account? The components will be:

1. security of the population of the region;
2. purchasing behavior of people living in the area.

Assessing the capabilities and desires of the population, you need to pay attention to the following features:

1. the level of buildings in the area;
2. the number of inhabitants in the area;
3. infrastructure development;
4. the location of important objects (this includes shopping centers, parks, transport routes, stops).

• Traffic near the outlet

It is very important to clearly understand how many people walk around the outlet. All the information obtained during the assessment of the potential of the area must be mapped, and then the level of customer flows should be assessed.

A very important question will be, is it convenient for the buyer to get to the store? This issue is especially acute for stores that open on the outskirts, because there the bulk of purchases are made on the way home. In general, it is necessary to open outlets in such places with extreme caution.

• The presence of competitors nearby

It is very important how close the competitors are. The fewer of them, the better it will be for the profitability of the future outlet.

If there are no competitors nearby, in principle, this can often mean that the niche is simply not in demand in a particular area.

• social orientation

If rich people live in the area, then they are unlikely to be interested in off-brand clothing, for example. The elite class prefers boutiques, fashionable clothes. Therefore, it is worth comparing the desires of potential customers with what the entrepreneur can offer them.

• Driveways

Any outlet should be convenient and easy to get to. If the store does not have a convenient entrance, many will surely find an alternative. At the same time, you need to understand who the potential buyer is, how he will get to the store. If these are rich enough people, then they need to be provided with parking spaces. In this case, the calculation must be carried out from the following data: for every 25 m 2 of area, on average, 1 parking space is needed. If the main buyers are low-income citizens, then there is no need to take care of parking.

Location in the shopping center, requirements for the premises

It is equally important to evaluate the premises, its location inside the shopping center. Particular attention should be paid to the following factors:

• Shop space, comfort conditions

It is very important that the person inside the room is comfortable. We must not forget that when located in a shopping center, there can often be an influx of customers, especially if the goods are in demand. That is why it is necessary to provide potential buyers with comfortable conditions.

• Location inside the mall

Here a significant factor will be how far the room is located from the entrance or exit. The closer the better. This means that the customer will first go to this store and make a purchase. If he failed to find something suitable in another store, then he will be able to go to the one closest to the exit and make a purchase there.

• The shape of the room and a number of other aspects

The most spacious and comfortable is a rectangular room. If it concerns shops of the "apartment" type, then it is not recommended to choose them.

Be sure to find out about the possibility of redevelopment, if necessary, the condition of the premises. It is equally important to find out which store was previously in it - it may have had a bad reputation, which may scare away some of the customers of the new store.

About the audience and visitor flows

Many entrepreneurs jump at the first opportunity to open in a particular mall, which is a serious mistake. It is very important to conduct a detailed analysis of the customer flows of a particular store. Moreover, both quantitative and qualitative indicators are important here. You can do this in one of the following ways:

1. Visit the mall on your own. It is worth staying in an open cafe next to the proposed premises. This will help to calculate how many people will pass by in a given time.
2. Find out about the profitability of opening in a shopping center by contacting another tenant or an employee of one of the stores.
3. Ask for landlord information.
4. Independently conduct a survey on any local website or in social networks among the population that can be attributed to the target audience. At the same time, information about the area of ​​residence, visits to shopping centers can be included in the number of questions (specific names can be used).
5. Monitor check-ins of a specific segment of customers (this is possible if there is access to information in other stores, for example, if a second or subsequent outlet is opened).

Additionally, the circle will narrow, based on the price factor. You should also take into account the requirements of the landlord, additional services.

Components of success

The entrepreneur must not forget that the success of the store is made up of a number of factors:

• 30% of the correct choice of the store format;
• 30% of the correctly chosen location;
• 40% of the situation in the store, the work of staff, the quality of goods and a number of other points.

At the same time, it is worth paying attention not only to shops, but also to the islands. This is the name of the showcases of the open type, which are placed in the corridors and aisles. This concept is often preferred for evaluating the profitability of working in a shopping center. Often they are used as seasonal points of sale. Of course, testing takes a lot of money and time. It makes sense to use it if there are other outlets and capital adequacy.

Engineering systems

Be sure to pay attention to whether the room has:

• electricity;
• water supply (if required);
• fire alarm;
• sewerage (if necessary);
• heating;
• air conditioners;
• ventilation system.

Especially responsibly it is necessary to approach the study of information about the available electrical capacities. If there are not enough of them, then the store simply will not be able to function normally.

When calculating the required electricity, you need to take into account all possible costs, including lighting, kettles, etc.

We pay attention to the features of our own business

Much depends on the characteristics of sales. When choosing a format and location, you need to consider:

• what will be sold;
• What are the dimensions of the goods?
• how diverse is the assortment;
• whether visual advertising is required for the products sold;
• flows of buyers who are aimed at purchasing goods in a particular store (at island outlets, people, as a rule, do not stand in lines);
• the popularity of the store or brand used by the entrepreneur (the more famous the brand, the easier it will be to sell products and the more customers the store will have).

It is important not only to choose the format of the store, but also to figure out how to promote your product. “Will it be possible to attract customers in this shopping center?” - this is the question the entrepreneur should ask himself, having worked out the answer to it in detail. Some promotion methods are simply impossible to use in certain premises, stores, which can lead to refusal to rent.

Installing the island - where is it more profitable?

Undoubtedly, those island outlets that are located near the entrance have the greatest success. But getting such a position is quite difficult, especially if the entrepreneur does not have regular customers. Most often, well-known representatives, branded companies are located here.

Island points are also called "floating" due to the fact that they can move without problems. This option is a great solution for beginners. The island format is more suitable for selling the following products:

• electronics;
• toys;
• bijouterie;
• souvenirs.

Here are three tips to help you get the most out of your island store location:

1. Best of all, such formats take root in places where people are focused specifically on the purchase of goods, and not on entertainment or dining.
2. It is very important that there are no outlets with the same product nearby. Non-exclusivity kills this format.
3. No "shadow" placement. The outlet should not be blocked by many well-known stores.

Be sure to pay attention to what exactly buyers want to buy in a particular shopping center. If they are used to buying branded items, then there is no point in placing a new unknown store in it. The only exception is exclusive items like jewelry and accessories. It is important to remember that:

1. Will have to interest potential buyers. To do this, you will have to spend money on a good bright showcase.
2. Only experienced sellers will be able to sell in a large flow of buyers. Saving on specialists simply will not work.
3. In large shopping malls, there are quite a few rules that you have to follow. That is why it is necessary to familiarize yourself with the lease agreement in advance.

Stationary outlet - how to choose a more profitable one?

When choosing a stationary outlet, you need, first of all, to build on the flow of customers. At the same time, it is very important to separate potential (target) buyers from everyone else. Be sure to ask yourself a few questions:

1. What other goods can a potential customer buy in this shopping center?
2. Why do people buy certain products?
3. What can an entrepreneur offer his visitors that they will not find anywhere else in this mall?

These questions will help you understand whether it is reasonable to locate in a given shopping center, what level of attendance the store will have.

When choosing, the undoubted advantage will be the presence of the following facts:

• There are many shops on the floor that potential customers visit, while the goods in these outlets do not compete with the goods of the entrepreneur.
• If a large number of people of the desired price segment visit this shopping center.
• No competitors nearby. Even better, if they are not at all in this shopping center. At the same time, you need to assess the level of competitiveness in order to assess your capabilities and make a decision on renting.

Accommodation in a shopping center or freestanding store?

Not always a shopping center is more promising than a separate store. Here you need to proceed from the products sold and the target segment.

So, for example, many representatives of the middle and low price segment (entrepreneurs selling goods at a low price) are located in separate premises. This is due to the fact that people often use public transport to get around. By the way, many of these outlets often become more successful than outlets in malls.

But branded stores are best opened in well-known and large shopping centers. This strategy is the most profitable for them.

To understand the difference, it is necessary to compare the advantages and disadvantages of both formats.

Shops located in shopping centers will have the following advantages:

• occupancy;
• unified design style;
• the presence of a manager;
• the presence of non-core anchor tenants that increase the flow of buyers.

As for the cons, they are:

• difficulties in obtaining an outlet;
• strict terms of the contract;
• high price;
• possible increase in the rental price;
• dependence on the shopping center in terms of opening times;
• obligatory submission to a single work schedule;
• the complexity and limitations of the delivery of goods;
• restrictions regarding the use of elements that are branded for the entrepreneur's store;
• the need to coordinate their own actions;
• the need to meet a range of visitor needs;
• different revenue depending on the days of the week (the peak falls on the weekend, on weekdays the sales volume is much less);
• the danger of a decline in consumer interest in this shopping center.

Standing in a stand-alone store also has its advantages and disadvantages. The undoubted advantages include:

• constant eye contact with potential customers;
• customer focus on a specific product or brand;
• the ability to change the format of your work depending on the jumps in pedestrian traffic;
• independent determination of the opening time;
• the ability to use any necessary advertising methods;
• no need to agree on the mode of operation or the format of the store design.

The disadvantages include:

• the need to establish relationships with various service organizations;
• rather complex shapes of premises, which may not meet the desires or standards of the organization.

The entrepreneur must make the decision himself, because, alas, there is no universal solution.

And now I will give advice from the book, in which the founders of the Mosigra company described the process of finding premises for their stores.

Crossing streams

Before choosing a place for a new point, it is necessary to pay attention to the intersection of streams. The store should be located in such a place that it is convenient to reach it: on foot, by car, by public transport or by metro.

An ordinary resident in a big city basically walks along his main routes and almost never turns off them. You need to place the store in such a way that it is as close as possible to the route that people walk on. It should be located somewhere between homes, offices, or your vacation spot.

For Moscow, such points are located near the ring metro stations, as well as those located on the Garden Ring. The result is a point of intersection of the main road and the main flow of public transport.

The next step is to select the area where you want to search. You can outline a small area near your chosen metro station. In the middle of the resulting area, you need to compare the visibility of the place from the roadway, the distance to the metro, some visual landmarks, and so on.

For example, on Kurskaya, we were offered a place that is quite expensive, but located right in the metro building itself. The man got out of the subway and just a few meters away - our store! We weighed the pros and cons and decided to take a chance. Opened for a lot of money and did not lose. Today it is one of the most popular stores.

What to do if the store is located on the outskirts of the city? In fact, on the outskirts, the share of self-delivery is much less than in the city center. Therefore, the availability of the store from the stop does not play a special role. A store located at the end of the metro station will not work for the city, but only for this area. With this option, you do not need to think about a store located somewhere on the street, you need to find a shopping center that is located closer to the metro station. This will turn out to be the place that attracts customer traffic. It is in such a place that you need to open a store.

For example, if the point is located on the "Teply Stan", then this is just the intersection of such flows: a metro station, a large number of houses located nearby, cafes, buses. In the shopping center near the metro, we opened. The center itself was nothing special, but people go shopping there all the time. This is where we find them!

How to search

First you need to go around the selected area and carefully study it. It is very important. For your first two or three stores, you need to carefully check everything in person. Only then can one afford several agents, watch internet ad projects and buy newspapers. For the city of Moscow, the following sources work:

• Popular Internet resource "Avito". It has one hundred percent profitable offers, and they are on the site for several days.
• "Cyanogen". Favorably differs in good search. The options on it are very good, so agents and search specialists respond very quickly to them. Therefore, they are located on the site, very little time. In some cases, no more than half an hour.
• "Intercom". Its advantage lies in the fact that here you can find offers that are not available on Avito and Cyan.
• Internet - rental agency "Izrukvruki", located near the metro station. If you do not want to spend time yourself, then you can hire an agent for a commission.

When looking for suitable premises, the most important thing is to determine exactly what you need from the premises. You don't have to pick the first one that comes along. If you had to rent a room or buy a house, then you have probably come across this. Only after examining a dozen rooms, you will be able to understand what you really need to pay attention to.

The Capricious Bride Problem

There is a capricious bride who lives in the palace. There are hundreds of suitors. They enter the palace one by one, and the bride says yes or no to each of them. If she says "yes" - others immediately leave, and the young ones play a wedding. If the bride says no, then the groom leaves and the next one comes.

The task for the bride is to find the best of all. The solution to the problem of choosing a groom for the bride is as follows. For the first thirty-five people, she checks the range of possible options, looks at their qualities. At the thirty-fifth - she is already becoming more experienced and will be able to understand a person. Up to the ninetieth person, she will choose the one who looks like the best of the first thirty-five trial people, and then the selection criteria are sharply reduced as the number of suitors decreases.

You need to agree with yourself that after inspecting the first fifteen rooms and discussing all the details, you will not take any of the viewed rooms for yourself. And only after inspecting the first fifteen rooms, you can start looking for it for purchase. This is difficult to do, but this stage must be passed, otherwise you can easily drive yourself into bondage for several years simply because the room is chosen incorrectly.

Basically, such a search takes from one to two months. You will not be able to find a room that is 100% suitable for you. You still need to sacrifice something. This can be: a sign, the area of ​​​​the room, the distance to the subway, and so on. If you do not look at many different rooms, then your choice will be reduced to one of some options. And this is not correct.

It should be noted that after examining the first fifty rooms, an important feeling will certainly appear. Right on the spot you will be visited by the idea that the premises should be taken without any options. We called this feeling of butts - filling. If it tells you that this room is suitable, then you trust it one hundred percent (provided that fifty rooms have been viewed) and do not go anywhere until you conclude the contract you need. This is your luck.

Search with your feet

When opening your first stores, it is imperative that you go through all the districts that you consider promising for placing a store. Everything needs to be assessed. Look for places that:

1. Seemingly empty
2. Where are ads posted that they are for rent.

If everything seems clear with point two, then everything is not so simple with the first point. When finding an empty object, you need to clarify what was there, who lived, and try to find contact information about the owner of this place. If you can't find the owner, you need to take scotch tape and paste an announcement that you want to rent this space. Of the fifty new places - at least one we find in this way.

It should be noted that we found one of our most profitable stores in this way. We have decided on the search area. We received information that a pharmacy would move out of this place and contacted its owner. The owner of this place referred us to his agent. We signed all the necessary documents with him.

Another point was also found with their feet, just the day before when its owner wrote a rental ad. Now it gives the most profit in this region. In the city of Moscow, everyone does this.

foot stream

Those people who conduct a population census in rural areas, just by looking at a grandmother in the village, can tell how many piglets she has. The same will happen with new premises. Having examined many premises, and having opened several dozen stores, you will only know by looking at the premises whether it is necessary for you or not. If you still can’t do this, you need to come to the point and calculate such important points:

• The number of people passing by your store door.
• The number of cars passing by at speeds up to forty kilometers per hour. If the car goes faster, the driver simply will not read the sign.
• How many people passed by the store.
• Do people pass by in companies.

Such a calculation must be carried out several times. Morning, afternoon, evening, weekdays and weekends.

For example, when opening a point on Tverskaya, we visited all the stores located within a radius of several blocks and talked with the sellers, clarifying the following questions with them: how many people are in the store and at what time there are most of them, how many goods are sold per shift, and so on . If the sellers are properly spoken to, they will gladly share this information. As a result, we did not fail.

The visibility of the chosen place

It is necessary to determine the distance from which the sign will be clearly visible. A very important point. How far is the pickup point from the place where the transport stops? If you are offered a place located somewhere in the yard, you should immediately think of this place as the top floor in a large shopping center. You can conditionally divide the flow of customers into sixteen. Any unnecessary movement, such as another passage, turning a corner, greatly reduces the flow of visitors. If you do not count on the flow of visitors (your store is used for self-delivery), then an inexpensive store in the yard near the metro station will be a good option.

Problematic premises

Accordingly, premises without problems will cost much more. Large retail chains do not take premises that have some problems. Most likely, this is because it is unprofitable for them to adapt it to each specific case.

For you, a room with minor problems may be a great option. Even if it needs to be improved.

Looking around the room you need to make a complete picture for yourself:

• Are there other departments. This may affect the work schedule.
• Roof leak problem. If mold is found on the ceiling, then this indicates that the roof may leak, and this is a large material cost to eliminate the leak.
• The difficulty of placing a sign, or after placement it will be poorly visible.

You need to walk down the street where you plan to place the store and see if there are empty or moving rooms nearby. If there are many such points, this indicates that something is wrong in this area.

At Belorusskaya, in our premises, there was a printing office nearby. As a result of the work, at first it was not possible to organize self-delivery.

At the "Park Kultury" our store is located on the second line of houses. As a result, there were problems with the sign. We came up with a special sign design.

We stopped renting stores with such or similar problems only after the opening of the tenth store in Moscow.

People who drive cars

It is necessary to count the people who pass by in cars. The point where cars pass at low speed will be much more profitable. In such places they can look around. The thing is that when you drive at high speed, the field of view narrows. For example, at Kurskaya, our panel on a special bracket was located on the metro building parallel to the road. After the release of the new technical regulations, the panel had to be removed. There is only one sign left. It was located perpendicular to the road, and looked like a red line located on the side, and it is difficult to understand what is for sale, cool games or gifts. As a result, we immediately noticed that car traffic dropped significantly.

In the life of a motorist, there are a large number of shops that he passes by without noticing them. For example, we drove past one such store for a whole year without noticing it, until we accidentally read on the blog that this store is located somewhere in the house. When we went there, it immediately became clear why they sell twenty units of goods a day, and we sell more than a hundred.

Another important option is parking. The driver will not always want to break the rules to get into the store. The direction of the road must be taken into account. You need an evening referral. On the "Park Kultury", just opposite us, there was a store selling sporting goods. Our worker wanted to hit it many times in the morning when he was driving to work. He stood on the "morning side". In the morning he had no time, as he was in a hurry to work, in the afternoon he had to cross six lanes and make an incomprehensible detour to turn around. As a result, the store eventually closed, and the person never visited it. This is a real dead place for people driving cars. This must be remembered. If you come across, for example, a “morning” shopping center, then with this option it’s a good idea to place a coffee shop.

Neighbours

We opened an anti-cafe (customers pay money for the time spent in the cafe, not for the food). Conflicts with neighbors become a frequent problem for small establishments. For example, one of our establishments called Ziferblat was especially noted in this regard. Almost everyone wanted to survive. For several weeks, the police regularly came to the site, on the call of the neighbors. Knowing about the possibility of an unpleasant situation, we took several important steps:

• We agreed with the owner that if there are problems with the neighbors, he would solve them.
• Put up a sign called “Developmental Games Lovers Club” so that everyone thinks that they are doing something important and useful here.
• The head of the department called all the neighbors to visit and showed everything that was inside.

Site layout

Each specific task requires its own planning. To figure out whether the layout is good or not, you need to imagine whether visitors will like it or not. A long trading floor will be worse than a square-shaped room. It will be simply inconvenient for visitors to enter a long hall. For example, Ufa "Mega" is a room in which the parties are in the ratio of two to five. They thought that we would allocate half of the room for a utility room, and we would get such a small compact store. We did not want to make a utility room. As a result, about two meters of space remained between the racks. It got uncomfortable. It is warm in a small room, but in a large one it turned out to be a tunnel like in a subway.

We had a trading floor forty meters, and the whole room - seventy-six. The store and location is good, but the problem was that half of the space was in the back room. The price for one meter is high, and half the area will not work. This also needs to be paid attention to and everything should be properly calculated and taken into account.

For example, the cash register at the entrance to the store, as it were, offends the buyer. He gets the impression that he is not trusted. If a person is considering whether to go to the store or not, then the cash register will scare him away.

Important about shopping centers

We can assume that the shopping center practically does not care where it is located. The most important thing is what is inside. For example, a shopping center with or without a cinema - these are two huge differences. A high quality grocery hypermarket will immediately attract a large influx of people. For example, in one small town, two shopping centers located opposite each other staged a war between themselves for a client. The mall with the best tasting bread won.

Escalator is the enemy

If an escalator in a shopping center rises twice a floor, then this significantly reduces the flow. If your point is on the third floor, then divide the flow from the first by four (on average).

The first floor is the most visited. But it is the second most visited after the floor with a cinema and restaurants. If your store is on the fifth floor, and a cinema with restaurants is on the fourth, then traffic will drop by half.

You should definitely check this, because there are very strange shopping centers.

The right choice of a store location is the key to a successful business in any kind of retail. In times of crisis, a good location is even more important because it allows you to maximize the use of targeted traffic. Choosing a location for new retail outlets has its own technologies, secrets and subtleties. The Internet magazine Business.Ru has collected working methods, proven in the experience of working with large retail companies. Alexander Shipilov, co-owner of the crowdsourcing company Wowworks, talks about them.

Opening of new stores

– You need to understand why the company wants to open new outlets. In the roughest approximation, there are two such goals: introduce yourself to consumers in a new city, highlight the brand in a landmark place in the city, or expand the sales network.

Professional automation of goods accounting in retail. Tidy up your store

Take control of sales and track the performance of cashiers, outlets and organizations in real time from any convenient place with an Internet connection. Form the needs of outlets and purchase goods in 3 clicks, print labels and price tags with a barcode, making life easier for yourself and your employees. Build a customer base with a ready-made loyalty system, use a flexible discount system to attract customers during off-peak hours. Operate like a big store, but without the cost of specialists and server hardware today, start earning more tomorrow.

In the first case, you open a shop window so that people can feel the product, see it in person, and maybe then buy it online. In the second, you create full-fledged stores for offline trading.

It all depends on the product and the desired volume of sales through the network. Very often, retail is interested in cities from 400-500 thousand people. Some companies, on the contrary, are interested in small towns and settlements. In any case, in order to talk about a good representation in the city, you need to start from the population and sales statistics per capita. For example, if you decide to open a new shoe store, then knowing that a person buys an average of 3.5 pairs per year, you understand the number of people in your price segment, represent the sales volume and the share that you plan to take. Based on these statistics, calculate the assortment you need, staff and other values.

Having understood what type of outlet you need and how many outlets you need to open, you can move on to other steps.

Collection of data for opening a store

– Different systems and options can be used to analyze competitors.

The first is for companies that can afford to use the services of large consulting companies for market research. This is the most expensive option, and not always the fastest. But specialized companies operate according to proven methods and can collect information throughout the country.

The second is to attract small consulting agencies, although there are few of them on the market. And in this case, it is difficult to find a company with a good reputation that you can trust.

The third option is when you yourself go to each city with your feet and see what is really happening there with competitors, with the average sales receipt, with brand representation, with rental opportunities and rates. This option is the cheapest and most reliable if this task is handled by a professional person who understands all the intricacies of the business. The only downside is speed. A person cannot simultaneously be in 20 cities of our country in order to give a full assessment of them.

The fourth is to hire local specialists, preferably from your own industry, who will deal with such a task as project activities. They are well aware of the local characteristics, the competitive environment and the level of consumption. You do not need to hire them for a permanent job and in the future they are unlikely to be useful in management, but using them as freelancers is optimal for a start. You just need to accurately set the task in order to get an assessment of the placement, and competitors, and everything else.

The advantage here is that you can hire specialists for a large coverage of the territory at the same time. Such work is performed by crowdsourcing b2b projects. True, when working with them there are some peculiarities. You can influence staff members, you have control levers, motivation, and a clear system of subordination. But this option is more expensive - you bear the cost of business trips, wages, travel, sick leave, and so on.

Freelancers tend to be cheaper. In addition, these are, as a rule, people who already know the local specifics. They probably already did such work for other companies before you, they “landed” more than one company, and they will successfully land yours as well.

In order for freelancers to work successfully, you need to write down obligations with them and manage them from one center, especially if you plan to work on a large territory. You can select a specialist in the company, or you can find a single contractor who will lead your project throughout Russia.

Traffic analysis

– The place and the traffic around it is the basis. And it doesn't matter if you are making a storefront or a network for offline trading.

Comprehensive trade automation at a minimum cost

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS-terminal as in a large store with all its functions. We enter goods with prices in the Business.Ru cloud service and start working. For everything about everything - a maximum of 1 hour and 15-20 thousand rubles. for the fiscal registrar.

In any case, place yourself in the most traffic areas. Yes, it's more expensive, but it pays off. In addition, there is an important factor.

In a lively store, everything is always lively and cheerful - including the work of sellers. When there are people, there is motivation for work, there is something to offer, there is someone to offer - and sales go faster. Traffic converts into sales faster.

Then, having analytics in hand, you determine the number of outlets and places where you would like to see them, develop a targeted program. The number of places in the targeted program should be three times the desired result. If you plan to open 10 stores, then there should be about 30 locations in development. In this case, it is likely that in the next six months you will find yourself 10 potentially suitable points. And be sure to fight for the top places. As a rule, they are busy, so you have to work hard.

Store Location Estimation

- After you have identified the most suitable places, you need to make sure that they really suit you. To do this, you need to measure the traffic around the intended point.

The easiest option is to record multiple videos during peak and off-peak hours. After watching 2-3 minutes, the specialist will understand whether there is traffic or not.

But there are tricks to be aware of. If such shooting is provided to you by the landlord, or the company that deals with your accommodation, then there may be a specially organized influx on it. People on the ground know how to “correctly” film the flow of people. Their job is to sell you a home.

Therefore, it is better to hire a freelancer and give the task - to shoot a video at a specific address, in a specific section of the mall at such and such hours. It is inexpensive, and you will get reliable information about traffic. When millions are invested in the renovation of the premises, it is better not to risk it and pay 1000 rubles to an independent person who will give you an accurate idea.

If the traffic data suits you, move on to other nuances. Pay attention to electrical power, the location of advertising structures, entrances and exits, walkways, stairs, and so on.

Be sure to pay attention to the front part. For example, an uncomfortable staircase that people climb to you will be a negative factor, as well as small windows or closed facades. You can sometimes put up with this if the place is in high traffic, but these subtleties must be taken into account, because they will help you reduce the price if you negotiate with the owner correctly.

Rent and negotiations with the owner

– The size of the rent is a separate task for real negotiators. For these negotiations to be successful, all preparatory measures are needed. You must know all the intricacies of the premises in all territories where you want to open new points.

First, analyze the cost of rental space in this place and set the bar for yourself. But never start with the price. First, tell us about the seriousness of your intentions, about long-term relationships, the scale of your company, Tell us how much money you are going to invest in the premises. Try to find out from the owner what else is important to him, besides money.

For example, if you have free funds, you can pay the rent for six months in advance, or agree on the possibility of subleasing the space that is extra for you.

An interesting option is to tie rent to revenue. I believe that this is a more honest relationship with the landlord. Agree on a fixed amount, but if the place is as good as he advertises, promise him a percentage of the proceeds. If the results are higher than your calculations, for example, the base rate is 100 thousand, but if the revenue is more than 1 million per month, then I will pay 10 thousand in rent for every additional 100 thousand. Accordingly, on the basis of all these data, a feasibility study (feasibility study) is compiled.

During the negotiation process, it is easy to repurchase the site by raising the price by 50% of the starting price. But you need to understand: this is an expensive rent, and it will be extremely difficult to reduce it. In addition, you have already given the landlord a trump card - at any time he can do with you the way you yourself did with the previous tenant. The owner takes the contract, shows the one who wants to take your place and says, give me at least the same amount, otherwise these people are tired, they are somehow capricious.

Try to equate your rent with your neighbors or the general pricing policy of the place. The important point is to understand where you want to stand initially, because renting is very different inside any mall. With each floor up, the cost drops by 20 percent. Shopping centers, of course, will drive you to where there are similar brands or a similar assortment. And in order to understand the cost of rent, it is correct to find out the rent of these particular places.

A very important point is that the feasibility study should be the basis for action, and the actual results should be verified against it. And the person who selects the premises should be responsible for the compliance of this feasibility study with the facts. In practice, this means "binding" such search engines to the effectiveness of stores. That is, after the transaction is completed, they receive about 70 percent of the promised bonus, the rest is paid within three months, when the store began to show results.

But I think the most honest option is to tie the bonus to incoming traffic, since a lot of factors also affect the conversion of traffic into sales - there was no product, sellers were not trained, etc.

Use modern technologies and keep safety in mind.

The most modern technology now is the use of crowdsourcing, especially if the company is planning a large-scale expansion in different regions. Of course, it can be carried out only with full-time employees, but the costs will be immeasurably more expensive.

If you plan to enter a specific territory, competitors will quickly find out. As soon as you start opening the first stores, everyone will understand that you are planning to develop. In order not to reveal their economic secrets, calculations, etc., the feasibility study is divided into two parts, and only a limited circle of employees knows the whole picture. Contractors, of course, it is not reported.

Boost your store performance in 1 month

The service will improve the efficiency of the store by reducing the loss of product balances, significantly speed up the process of revaluation, printing price tags / labels, strictly discipline the work of the cashier and limit his opportunities when working with discounts / sales at a free price.

The number of points that you want to open should be three times higher. But the number of stores usually brag about. This is more likely to be to your advantage.

When choosing points for stores, consider options for stores of different formats. It is not always possible to take the required area in the desired places (and the place is the most important thing). Let's say your product is designed for a store of a certain format and an area of ​​90-100 square meters. meters, but suddenly a chic place turns up, and it is 50 or 60 squares. For such a case, it is good to have some kind of mini-format to place a reduced key assortment, stake out this place and start trading, drawing attention to the brand, increasing its awareness.

Properly chosen premises bring business income. An unsuccessful premise will result in losses and the burden of unrealized opportunities: you could earn money, but it will not work in such a premise. How to rent a commercial space for rent and make money on it, we tell in this article.

From this article you will learn:

How to choose a premise for a shop? Depends on business strategy

Whatever business you are in, before choosing a space, you must determine your business model - what standard you want to meet and for whom you work.

The widest audience and thousands of product positions? We are talking about a hypermarket - you need a piece of land and a building of about 6,500 sq.m. The shop "All at the same price" will fit into 30 square meters - into a one-room apartment, transferred to a non-residential fund, on the first floor of the "house-ship". Look for the premises for a fashion boutique in a shopping center.

First decide what you are, and then choose the right room.

If you are targeting an audience that is chasing low prices, then you are a discounter. You do not need cross-country ability, you can have a dirty floor and a tent in general. Your task is to save on renting premises, cleaning, storage and the cost of goods. If you want to sell goods more expensive, you will have to choose the premises more meticulously.

For retail premises (except discounters), the following conditions are usually characteristic and desirable:

1. High ceilings - from 3 m
2. Showcase windows
3. Good electrical power - from 10 kW
4. If the room is on the 1st floor of a multi-storey building - a separate entrance from the street
5. Most of the premises should be a trading room
6. Warehouse and/or utility room
7. Bathroom for employees
8. If the total area of ​​the premises is more than 100 sq.m, an emergency exit is required - a requirement of fire safety standards

Conclusion: determine who you are, what your business model is - from here the key parameters of the retail space will become clear

Target audience - another guideline when choosing a retail space

In addition to the business model, the choice of premises and its location is influenced by the target audience of your business. Think about who and in what conditions is interested in your products. And which one do you want to sell to most and most of all? Let me give you an example from the pharmacy business.

Conclusion: make a portrait of your target audience and decide who you want to sell to the most. Under these buyers and choose a room.

Which premises are better: in buildings (ground floors of residential buildings and buildings) or in shopping centers?

Commercial premises on the ground floor of a building or residential building. A good option if the house is well located and the room is located on the ground floor, while it has a separate entrance from the street.

You have the right to install a sign above the entrance and on the windows, and outdoor advertising will require permission from the management company or the HOA and the Committee for Press and Interaction with the Media.

Good commercial premises - in new houses. But they also cost more.

All rooms have some reputation. For example, if you moved into a room where there was a similar store before you, you will get a "train" of its reputation. Out of habit, those who went to the former tenant will go to you.

If the premises are rented for the first time, then it will take time to "promote" it. The normal time to be remembered by people is six months to a year. Probably needs to be refurbished.

What you need to remember about commercial premises in buildings and residential buildings:

• On average, prices for renting premises in a building are lower than in a shopping center
• You can set a work schedule that suits you.
• May need repair
• Compared to a shopping center, it is more difficult to choose a good location

Space in a shopping center. Modern shopping centers are being built in good places where there are a lot of people and all the infrastructure for shopping: parking, restaurants, gaming areas. People come there to buy and stay for the whole day.

What you need to remember about the premises in shopping centers:

• Completely finished premises - move in and trade
• Nice place, great people traffic
• High rental prices
• Competition inside the mall
• It will be more difficult for you to set your own work schedule. Most likely you will work on the schedule of the mall

Conclusion: the most convenient ("enter - trade") retail premises are in shopping centers. But they are also the most expensive. Premises on the first floors of houses with a separate entrance are cheaper.

How to search for a room?

You can search for commercial premises on your own, or contact a commercial real estate agent.

Search for a commercial space

Independent search for premises will take a lot of time: you will need to view hundreds of ads, call everyone, come to view. Get ready: renting is a hassle.

Search engines. Enter a query into a search engine and start browsing sites - these will be real estate sites and free classifieds boards.

Real estate portals and free classifieds boards

Sites popular among ordinary people where you can find ads for renting premises:

https://www.avito.ru - the most popular free classifieds board

https://spb.cian.ru - specialized real estate portal

https://realty.yandex.ru/sankt-peterburg/ - Yandex.Realty

http://spb.arendator.ru - commercial real estate portal

There are closed databases of commercial real estate, in which agents exchange information about leased objects. Access to them is paid, private individuals are not allowed there.

Go to the room you like and ask if they are going to rent it out

Sometimes you're lucky. Suddenly you are lucky?

If the current tenant is not going to move out, ask how you managed to remove such beauty. Ask for the telephone number of the intermediary agent.

Why you should hire a commercial real estate agent

If you hire a commercial real estate agent, then ads, calls, negotiations, bargaining, viewings and verification of documents will fall on his shoulders, and not on yours. But for his work you need to pay a commission of 50% or 100% (depending on the agent and the object) of the amount of one monthly payment for renting the premises. That is, if the agent found a room for 50,000 per month, then you must pay:

1. 50,000 rubles for the first month of rent
2. 25,000 or 50,000 rubles - agent commission (as agreed)
3. Registration of a lease agreement - 2000 rubles, if you register as an individual. If as a legal one - 22,000 rubles

If you have a specialist, a commercial real estate agent that you can trust, delegate this task to him. What for? Agents gain their experience with their feet and know such subtleties that amateurs simply do not know.

Story. It was necessary to open a network pharmacy, next to the Moskovskaya metro station. The place is very popular, the squares are densely occupied. As a result, a room without parking was chosen, near residential buildings, with low traffic. Meanwhile, there is no shortage of buyers. How so?

The fact is that the pharmacy sign is perfectly visible as soon as you rise from the subway underpass. Specifically, this pharmacy was designed for a female audience that moves on foot.

Good agents know the folk trails, take into account the review, count the traffic (patency), and not only check the legal purity of the transaction. In order for an agent to find a good location for your business, he will need a description of your business model and target audience.

So when you get the idea to look for a retail space on your own, think carefully. Of course, you can rent a room, even if you have never done it. Another question: will you run into trouble? Will the documents be in order, will they ask you to vacate the premises in a week, will you be required to pay for insanely expensive services? And the most important question - will your premises make money?

Conclusion: with a commercial real estate agent, the search for premises will be faster and easier. But the main thing is that this way you are more likely to rent a room that will generate income, not losses.

Record the results of viewing each retail space

Regardless of how you search for real estate, it is useful to record the results of your searches. While viewing the room, take photos, and then arrange them in folders for each object.

Conclusion: record the results of each viewing, take photos and arrange them in folders. This will help you remember what you were watching, and it will be easier to compare objects with each other.

What documents to check when renting a retail space?

It doesn’t matter if you did the search yourself or hired an agent, before signing a lease for a retail space, ask the landlord for the following documents and carefully read what they say:

What documents are required from the tenant

1. Extract from the Unified State Register of Legal Entities or EGRIP not older than 4 months.
2. Copies of certificates of registration of a legal entity and its registration with the Federal Tax Service.
3. Bank details.
4. Postal details (including legal address).
5. Copies of TIN, OGRN, KPP.
6. A copy of the passport of the head and a copy of the document that confirms his authority.

Final documents of the transaction

Before signing a lease, it is wise to write a letter of intent or leave a deposit against receipt. In this document, describe the object of the lease, area, cost, terms, conditions of the lease.

Conclusion: carefully read and check the documents before signing and giving money.

Commercial real estate specialists Ruslan Khidoyatov and Nikolai Demyanov shared information.

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Privacy agreement

and processing of personal data

1. General Provisions

1.1. This agreement on confidentiality and processing of personal data (hereinafter referred to as the Agreement) is accepted freely and by its own will, applies to all information that Insales Rus LLC and / or its affiliates, including all persons belonging to the same group with LLC "Insales Rus" (including "EKAM Service" LLC) can obtain about the User during the use of any of the sites, services, services, computer programs, products or services of "Insales Rus" LLC (hereinafter referred to as the "Services") and in during the execution of Insales Rus LLC of any agreements and contracts with the User. The User's consent to the Agreement, expressed by him in the framework of relations with one of the listed persons, applies to all other listed persons.

1.2. The use of the Services means the User's consent to this Agreement and the conditions specified therein; in case of disagreement with these conditions, the User must refrain from using the Services.

"Insales"- Limited Liability Company "Insales Rus", PSRN 1117746506514, TIN 7714843760, KPP 771401001, registered at the address: 125319, Moscow, Akademika Ilyushin St., 4, building 1, office 11 (hereinafter referred to as "Insales" ), on the one hand, and

"User" -

or an individual who has legal capacity and is recognized as a participant in civil legal relations in accordance with the legislation of the Russian Federation;

or a legal entity registered in accordance with the laws of the state of which such entity is a resident;

or an individual entrepreneur registered in accordance with the legislation of the state of which such person is a resident;

which has accepted the terms of this Agreement.

1.4. For the purposes of this Agreement, the Parties have determined that confidential information is information of any nature (production, technical, economic, organizational and others), including the results of intellectual activity, as well as information about the methods of carrying out professional activities (including, but not limited to: information about products, works and services; information about technologies and research works; data on technical systems and equipment, including software elements; business forecasts and information about proposed purchases; requirements and specifications of specific partners and potential partners; information, relating to intellectual property, as well as plans and technologies related to all of the above) communicated by one party to the other party in written and / or electronic form, expressly designated by the Party as its confidential information.

1.5. The purpose of this Agreement is to protect confidential information that the Parties will exchange during negotiations, conclusion of contracts and fulfillment of obligations, as well as any other interaction (including, but not limited to, consulting, requesting and providing information, and performing other assignments).

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2.3. The obligation to keep secret confidential information is valid within the term of this Agreement, the license agreement for computer programs dated 12/01/2016, the agreement of accession to the license agreement for computer programs, agency and other agreements and within five years after termination their actions, unless otherwise agreed by the Parties.

(a) if the information provided has become publicly available without violating the obligations of one of the Parties;

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2.6. The information that the User provides to Insales when registering in the Services is not personal data, as they are defined in the Federal Law of the Russian Federation No. 152-FZ of July 27, 2006. "About personal data".

2.7. Insales has the right to make changes to this Agreement. When making changes in the current version, the date of the last update is indicated. The new version of the Agreement comes into force from the moment of its placement, unless otherwise provided by the new version of the Agreement.

2.8. By accepting this Agreement, the User acknowledges and agrees that Insales may send personalized messages and information to the User (including, but not limited to) to improve the quality of the Services, to develop new products, to create and send personal offers to the User, to inform the User about changes in the Tariff plans and updates, to send marketing materials to the User on the subject of the Services, to protect the Services and Users and for other purposes.

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3. Responsibility of the Parties

3.1. The Party that violated the obligations stipulated by the Agreement regarding the protection of confidential information transmitted under the Agreement is obliged to compensate, at the request of the affected Party, the real damage caused by such a violation of the terms of the Agreement in accordance with the current legislation of the Russian Federation.

3.2. Compensation for damages does not terminate the obligations of the violating Party for the proper performance of obligations under the Agreement.

4.Other provisions

4.1. All notices, requests, demands and other correspondence under this Agreement, including those including confidential information, must be made in writing and delivered personally or through a courier, or sent by e-mail to the addresses specified in the license agreement for computer programs dated 12/01/2016, the agreement of accession to the license agreement for computer programs and in this Agreement or other addresses that may be further specified in writing by the Party.

4.2. If one or more provisions (conditions) of this Agreement are or become invalid, then this cannot serve as a reason for the termination of other provisions (conditions).

4.3. The law of the Russian Federation shall apply to this Agreement and the relationship between the User and Insales arising in connection with the application of the Agreement.

4.3. The User has the right to send all suggestions or questions regarding this Agreement to the Insales User Support Service or to the postal address: 107078, Moscow, st. Novoryazanskaya, 18, pp. 11-12 BC "Stendhal" LLC "Insales Rus".

Publication date: 01.12.2016

Full name in Russian:

Limited Liability Company "Insales Rus"

Abbreviated name in Russian:

Insales Rus LLC

Name in English:

InSales Rus Limited Liability Company (InSales Rus LLC)

Legal address:

125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11

Mailing address:

107078, Moscow, st. Novoryazanskaya, 18, building 11-12, BC "Stendhal"

TIN: 7714843760 KPP: 771401001

Bank details: