How to open your own pub from scratch. How to open a beer bar? How much can you earn by opening a beer stall

Alexander Kaptsov

Reading time: 15 minutes

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The fact that beer is still popular in Russia has long been beyond doubt. Moreover, the popularity is steadily growing. Moreover, many fans of this foamy drink prefer the draft version, choosing it for its natural taste and quality. Opening a store where you can buy beer on tap is a good business idea with the prospect of a stable income.

First steps to open a draft beer store. Carrying out marketing research

Every business starts with marketing research , that is, the assortment is analyzed, possible competitors are studied, a suitable place for the store is selected.

Regarding the range

There are two types of draft beer.

Successful trade in beer can be subject to availability at least seven varieties of drink . It is good if an equal proportion of light and dark is maintained, plus two varieties of imported product.

Complements the variety unfiltered beer . Nowadays there are more and more fans cider, mead, cherry beer . These drinks can also be added to the assortment, thereby replenishing the ranks of buyers with the fair sex.

And, of course, beer related products : dried and dried fish of different varieties, salted nuts and other snacks.

There was a great demand for opening such points in Russia in the crisis years of 2008-2009, when citizens who lost their jobs decided to start their own business. And, I must say, many have succeeded in this.

Competitors

Who can be a likely competitor for a draft beer store?

Firstly similar shops located nearby, as well as supermarkets and shopping centers.
Secondly, nearby bars, restaurants, cafes and other establishments where they can offer beer products. All of them in one way or another will help reduce the turnover of the outlet, so it is important to assess the level of competition in advance.

Choosing a store location

Undoubtedly, the right choice of store location is one of the most influencing factors on the profitability of this business.

Primarily, be aware of the "no-go zones" where it is forbidden to sell and advertise alcoholic beverages, including beer. These include educational institutions and sports facilities, catering facilities and medical organizations.

Usually local legislation sets the rules for the sale of beer.

human flow — also an important aspect for the profitability of the chosen business. What affects store traffic? This is the number of people living within the coverage radius of the outlet (R = 400 meters) and passing or passing by it.

In the first case I mean sleeping areas.
In the second it is important to take into account the proximity to any transport hub, the location near the station, a busy intersection, the market, as well as the availability of parking.

The business center is considered a bad place , remote from apartment buildings and private houses. And this is understandable, because live beer is purchased for leisurely home consumption, and not for drinking at work. In extreme cases, in the city center or at the metro station, you can buy a bottled drink or visit a bar with a beer assortment, where there are cozy tables and helpful staff.

In the same time, residential building (ground floor or basement) - also not the best option. Too close will be the store to the yard shops and garages, which beer lovers often use as a bar and toilet. All this will not contribute to good relations between the inhabitants of this house and the owner of the store.

Requirements and list of documents for opening a draft beer store in Russia

Services that carry out sanitary control and fire safety take into account a list of basic requirements for a store selling draft beer.

List of documentation required to open a beer store in the Russian Federation:

A document confirming the registration of a citizen in the status of an individual entrepreneur or LLC.
A lease agreement for premises or documents on the right of ownership.
Documentary confirmation that KKM is registered with the tax authorities.
The conclusion received from the SES and the State Fire Supervision on the compliance of this premises with all sanitary and fire standards, that it is suitable for selling beer on tap.
The conclusion issued by Rospotrebnadzor.
Employment contracts concluded with employees, and their sanitary books.
License to sell alcohol.
For street trading, a written consent of the local authorities is required, for the location of a retail outlet in a shopping center - a permit for the right to sell beer there.

Costs and calculation of profitability of a turnkey draft beer store + ready-made business plan

First of all, it is necessary to determine and calculate all the expense items of the future business. It is important to find out how much you should have to open a point and what your monthly expenses will be.

Expenses for renting a room

This is one of the main items of expenditure. To sell 10 to 15 beers on tap would require approximately 20 square meters area . The cost of its rent in each region is different, the average is - 80 thousand rubles monthly.

Equipment purchase costs

This is the second, no less important expense item. Although it can be reduced to a minimum if the supplier offers to use the equipment for free or rent it out.

However, in a store focused on long-term activities, it is better to purchase equipment. To buy it you need to spend at least 200 thousand rubles .

This cost will include:

beer cooler,
rack for placing filling taps,
counter,
kegs (stainless containers for transporting beer),
beer column,
refrigerators,
showcase for related products.

Probably needed air conditioning, several tables and a music center , which will allow customers to drink a glass of beer right in the store.

Any equipment will require monthly maintenance or repair, the only way to ensure the safety of the goods and uninterrupted operation. Therefore, it is recommended to immediately lay specialist fees preferably monthly.

Expenses for the purchase of beer and related goods

Must spend monthly an average of 200 thousand rubles. for the purchase of beer and goods that accompany it (fish, chips, nuts). But initially the costs will be more than in the future.

In the winter months, this amount is much less, and in the summer months it is more, because beer is a seasonal product. The average will be used for calculations.

It is also an important cost item. Advertising will convey to a potential client information about a new beer store through a bright, attractive sign, flyers, online resource .

Of course, the most effective advertising is the perfect operation of the store and its high attendance by regular customers. But all this is in the future, when buyers appear. To begin with, advertising costs will amount to 70 thousand rubles. and more.

What will be the interior of the store depends on the owner's imagination. Renovation of the store and its design will require at least 90 thousand rubles.

Staff costs

The salary of 2 sellers will be monthly 135 thousand rubles , and the services of an accountant - at least 15 thousand rubles. , total - 150 thousand rubles

Utility bills, taxes, social. deductions and other expenses

Social contributions will amount to 20 thousand rubles , taxes will add more 45 thousand rubles . It will take on average to pay utility bills 15 thousand rubles

Do not forget about the cost of registration, as well as a license to sell beer. It's still 45 thousand rubles to the initial cost.

What is the income from sales?

If we take into account that the margin for imported products is up to 40%, and for domestic products all 100, and it is this product that is the main assortment, then with a properly organized store, you can earn an income of 25 thousand rubles per day, and per month - 750 thousand rubles.

It is important to take into account one nuance - do not buy beer for the future. After all, its shelf life is very small, for some varieties it is no more than 5 days. If during this time the drink is not sold, then its balance can be safely attributed to losses.

Calculation of economic indicators

The cost of starting a business will amount to 965 thousand rubles

Rent- 160 thousand rubles. (for two months).
Equipment- 200 thousand rubles.
Required documents- 45 thousand rubles.
Purchase of goods- 400 thousand rubles.
Advertising, design, repair- 160 thousand rubles.

Current monthly expenses will amount to 530 thousand rubles

Rent- 80 thousand rubles.
Purchase of goods- 200 thousand rubles.
Salary payments- 150 thousand rubles.
Advertising, design- 15 thousand rubles.
Taxes and other deductions- 65 thousand rubles.
Payment of utility services- 15 thousand rubles.
Other expenses- 5 thousand rubles.

The amount of net profit, taking into account monthly expenses, will be 220 thousand rubles .

Thus, the store covers the initial investment in four to five months. This indicator characterizes the brewery only as highly profitable business .

How to properly organize the work of staff in a draft beer store?

Should work in a medium sized store 2 sellers changing each other. The duration of each shift is half day or day .

You can hire a security guard and a person responsible for the cleanliness of the premises, but sellers usually handle these functions.

Accounting is handled directly by the owner of the establishment or uses accounting services during the reporting period.

The seller's responsibilities include: monitor the quality of the goods sold, monitor the correct operation of the equipment, keep it clean. Hoses are washed daily, devices - every month with the help of special solutions.

Moreover, one should not forget about maintenance of units every month and annual preventive maintenance (repair).

Store and area cleanliness around is also the responsibility of the seller.

To stop the possibility of theft at the root, every day during the shift change period reporting is done , where the volume of sold beer and its remains are indicated. Permissible shortage for a point selling 10 varieties of beer products is 3 liters per working day.

Is the draft beer store profitable? Owner feedback on payback

The owners of beer shops are unequivocally talking about profitability of this enterprise if you take this issue seriously.

Much depends on the correct choice of point. In second place is the quality of the offered beer and its range. And then the professionalism of the sellers comes into play, that is, the selection of personnel cannot be treated somehow.

If these conditions are met, any beer store will pay off, if not in three, then in six months.

Opening of a draft beer shop. Frequently Asked Questions by New Entrepreneurs and Business Guru Answers

Firstly, carry out promotional activities within the legal framework, organize a clearly visible, attention-grabbing signboard, distribution of flyers and advertising booklets (in the store), an advertising banner located near the entrance to the store.
Secondly, set lower prices (at least within the framework of the promotion) than competitors, and always provide high-quality goods. This will attract customers, and the effectiveness of word of mouth advertising cannot be overestimated.

What is the best way to arrange a draft beer store? Interior and exterior design ideas

Stores need to be designed in such a way as to make customers feel comfortable.

Sales floor dimensions should not be very small (after all, this is not a reserved seat car), and not too large (as, say, in a banquet hall).
Showcase it is necessary so that the buyer has the opportunity to freely approach them and examine the products.
Definitely needed written information about the available beers with a brief description of each (this is for those customers who do not want or are not in the mood for communication).

The interior of the premises usually reflects the individuality of a particular outlet.

Quite often beer shops decorate with wood , ranging from walls, kegs, and ending with furniture.
Widely applicable Irish pub style . The combination of a brick structure with wood paneling is always interesting.

You can come up with a special design that is unique.

High-quality beer is a popular drink that is loved not only by the male half of humanity, but also by the female. The beneficial properties of a foamy drink have long been proven, it contains vitamins valuable for the human body, the main thing is to know the measure in use.

Many entrepreneurs were not afraid to delve into the intricacies of opening a draft beer store from scratch, and now they are reaping the fruits of their hard work in the form of a constant and fairly high profit.

Before investing in this business, one should ask the question, how to open a draft beer shop from scratch in order to meet the needs of customers and make money from it?

Proper organization of any business ensures success. You need to take care of the documents and the nuances of registration of the enterprise. Starting a business does not require huge investments. If everything is done correctly, the investment in the business will quickly pay off.

Draft beer sales are seasonal. Some entrepreneurs close stores during the cold season, as they consider the sale of draft beer at this time unprofitable.

Before opening an enterprise, you should delve into the intricacies of the legislative framework. The sale of alcoholic beverages has nuances; non-compliance with the rules and laws will cause large fines and the closure of the enterprise.

Under the new laws, it is possible to sell a draft foamy drink not only to organizations, but also to individual entrepreneurs. The latter are subject to more stringent requirements regarding the opening of a draft beer outlet from scratch. Implementation of the above enterprise:

Register as an LLC or Sole Proprietor.
Draw up contracts for the purchase or lease of premises.
Conclude a contract for the purchase of a cash register.
Representatives of the administration must give permission for trading activities.
Obtain permissions from regulatory organizations.
Issue health books to all employees of the enterprise.

Financial difficulties

The price of opening a draft beer store from scratch is high, but a competent approach will make it possible to recoup all costs in a short time. What to do if there is not enough money to implement the idea? There are several options for solving the problem.

Almost every entrepreneur who plans to create a business from scratch relies on a bank loan. You can take on financial obligations if you are confident in the success of the enterprise.

There is support from the state to help young entrepreneurs get on their feet. It is important to comply with all the conditions of the labor exchange and then you will be paid a one-time financial assistance.

To receive money for development, you need to be in the status of the unemployed. Provide the commission with your business plan, after the approval of which, you will be given money to develop the business.

The best option is to find companions. Finding a person who would invest part of their own money in an enterprise is not so easy. A friend, acquaintance or relative can act as an investor.

Store location

Sales directly depend on the chosen location of the store. Pay attention to densely populated areas that provide a constant flow of customers.

It is good if the beer store is located near the market, shopping and entertainment centers and other crowded places. The area of the store should be from 50 square meters, where you can install a bar, bottling equipment, a customer service area and a toilet.

Successful entrepreneurs care about the comfort of visitors. An attractive showcase plays an important role; the place for a bar should be accessible to potential customers.

A good design for a bar has an ergonomic design, the price of equipment is quite high. It is more profitable to buy equipment in bulk, then the prices will be much lower.

Supervisory authorities put forward requirements regarding the arrangement of the internal premises. SES pays attention to the storage of food and drinks.

Special equipment, according to the standards of the fire service, requires proper operation. According to the rules of the law, it is forbidden to sell alcoholic beverages near educational and children's institutions.

Delivery and storage of products

After renting or buying premises, you should spend time searching for suppliers, selecting an assortment and improving the sales system. It is important to find reliable wholesale beer suppliers, which will allow you to manage purchases and vary delivery times.

Cooperation with wholesalers has one significant drawback compared to factory manufacturers. This is a higher cost.

Some entrepreneurs advise beginners to rent the necessary equipment to avoid possible risks. Others argue that it is better to immediately purchase all the equipment that will help optimize the process in the shortest possible time, taking into account the wishes of visitors.

In a large store, about 20 varieties of beer are installed. A wide range ensures an increased pace of supply optimization. Bottling equipment must be of high quality and reliable. A couple of spare lines on the bar will help to avoid problems in the future.

Delivery optimization is important for an entrepreneur, because beer needs to be sold in a few days, maximum 3 days. If the drink is not sold within the time limit, it will lose its taste. Margins are 50 or 100%, it all depends on the quality and type of drink.

Retail store equipment

Opening a draft beer store from scratch involves the purchase or rental of the following equipment. The entrepreneur should purchase:

bar rack,
showcase refrigerator,
defoamers,
kegs,
coolers,
gas pressure regulator,
carbon dioxide bottles
several refrigerators for the utility room.

You need to pay attention to additional equipment that will make the store more attractive to visitors.

An entrepreneur cannot do without: a music center, a TV, an air conditioner, disposable tableware, napkins, a calculator. It is worth buying: bags, napkins, plastic bottles and others. There are several ways to solve the problem with the equipment.

First way. It is possible to conclude an agreement with one supplier of draft beer. As a result of cooperation, the entrepreneur will be provided not only with advertising materials, but also with the necessary equipment.
Second way. You can rent equipment, in which case the lessors undertake to provide services for its maintenance.
Third way. Purchase of equipment. This method is suitable only for those entrepreneurs who have a significant amount. This method has an advantage if the entrepreneur is planning a long-term use. You can also rent everything you need with the option to buy it in the future.

The budget should immediately include the cost of preventive maintenance and cleaning of equipment. It requires skillful and careful handling.

A little about the range

You can increase the number of potential customers if you classify the drink. Varieties can be: economy class, medium, medium plus, and premium. In each class, several types of drink should be presented, ideally 3 or 4 brands.

Six months later, you need to analyze the popularity of a particular brand of beer. After that, adjust the assortment.

Business in Russia. Guidelines for starting a business in the regions.
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* Calculations use average data for Russia

500 000 ₽

Starting investments

10 months

Payback period

25-30 sq.m.

Required area

30 - 100%

Product markup

Opening your own draft beer store is the dream of many aspiring entrepreneurs. A positive example of acquaintances and friends talking about how they recaptured the point in a couple of months, small investments, impressive crowds of customers and regulars in pubs can create a certain halo of success around this business. However, it is still not worth rushing to open a beer outlet without at least calculating the approximate price of the issue and without assessing the risks.

The situation in the beer market

Before opening any business, one cannot do without analyzing the situation in the industry as a whole. The beer retail market is no exception. Firstly, novice entrepreneurs should remember that the boom in the opening of live beer outlets has ended for many years. The main reason is the strengthening of state regulation of the industry - the situation for small businesses has become noticeably more complicated. Since 2008, the beer market in Russia has been declining. Increased excises - from 12 and 21 rubles. per liter of beer with an alcohol content of 0.5-8.6% and more than 8.6% in 2012 to 21 and 39 rubles. respectively in 2017. This led to an increase in prices. According to experts, in 2017 the beer market will lose another 2-5% - the industry will also be affected by the ban on the sale of beer in PET containers with a volume of more than 1.5 liters.

In connection with these and other trends, beer consumption in Russia has decreased from 77 liters per person per year (the peak value was recorded in 2008) to 50 liters in 2016. Compared to other countries, beer consumption in our country is relatively low. For example, in the Czech Republic, which is considered the leader in beer consumption, each inhabitant of the country drank 143 liters of beer on average in the same year. At the same time, no matter how pessimistic forecasts are made by analysts, beer still remains the most favorite alcoholic drink of Russians. For example, in 2016, the average Russian drank only 6.7 liters of vodka, 3.5 liters of wine and 1.1 liters of champagne, which is many times lower than beer consumption.

Location and premises of the beer store

The key factor for a draft beer store is its location. It is with the choice and assessment of the future point that experienced entrepreneurs are advised to start. The best location for a pub is traditionally considered to be a street with busy car and pedestrian traffic in a residential high-rise area. The search for a future location should usually begin by looking at options in new high-rise neighborhoods where there is either little or no competition. The advantages of this location are obvious - this is a large number of potential customers per square area. In addition, new buildings are places where young people who actively consume beer move. In no case do not place a pub where people do not live - that is, in a business center, remote from "sleeping" areas and from residential buildings in general. The fact is that live beer is bought by people in order to slowly drink it at home.

You can estimate the density of the market and calculate the number of operating pubs in a particular area using electronic cartographic reference books like 2GIS. Even better - immediately evaluate the place yourself, take a closer look at the contingent of residents, their gender, age, approximate level of wealth, evaluate pedestrian and car traffic. It should be remembered that the pub should be located no closer than 100 meters from schools, kindergartens and medical institutions. Also, proximity to sports or cultural facilities, gas stations, military facilities, as well as being in markets, bus stations, airports and other crowded places is not allowed.

Since beer cannot be sold from non-stationary premises, temporary structures such as stalls and kiosks will not work. The building of the pub must have a foundation and be entered in the real estate register. For starters, a small shop with an area of 25-30 square meters is enough. meters selling at least 10 beers. About 8-10 sq. meters of this area must be given to the warehouse. The rent will depend on a number of factors: the city, the proximity/remoteness of the center, metro stations and bus stops, the presence/lack of repairs, etc. and can vary from 10-15 thousand in small towns with a population of about 100 thousand people and reach 100-150 thousand or more in Moscow. It is worth remembering that these amounts, as a rule, do not include utilities.

Table 1. Rent for 20-30 sq. meters of retail space in Russian cities

* according to announcements on the Avito website as of September 2017

Assortment and suppliers of beer

Even before opening a beer outlet, an entrepreneur must decide on suppliers. It is best to conclude contracts with those beer producers that are in demand on the local market. Accordingly, to begin with, you need to find out which types of beer are more popular with residents of the city or region, what exactly they enjoy their trust. According to the experience of entrepreneurs, if we are talking about a point with 10 sorts of beer, then about 6 of them will be local bottling - unpasteurized unfiltered beer of a local producer is already well known to the buyer. Live beer is stored for a short time, starting to lose its taste after 3-5 days. The rest may be not so famous, but with high palatability premium varieties. This is a pasteurized beer with a long shelf life, which allows you to transfer transport from Europe and storage in a store with low demand. Don't forget that beer suppliers are located close to the store so that you don't have to bear additional transportation costs.

Even for a small outlet selling draft beer, you should not limit the assortment - expand the range of drinks with kvass and lemonade during the season. Also, the store should always sell snacks for beer - dried fish and snacks - crackers, pistachios, chips, squid and more. The more variety of tasty snacks, the better.

The markup for draft beer will be from 30 to 100%, it is advisable to set the markup for a snack at the level of 20-25% so as not to force the buyer to go to the nearest supermarket for it. PET containers for selling beer will cost a small amount. The wholesale price of plastic bottles today is about 4.5-5 rubles. for a volume of 0.5 liters, 5.5-6 rubles. for 1 liter and 6-7.6 rubles. for 1.5 liters. As a reminder, the sale of beer in PET containers with a volume of more than 1.5 liters is prohibited in Russia from July 1, 2017.

Setting up a beer business

The most optimal form for starting a draft beer retail business would be an individual entrepreneur. The procedure for registering an individual entrepreneur is much faster and cheaper than an LLC, requires fewer documents, and besides, an entrepreneur can freely use funds from a current account for personal needs. It is worth remembering that it is prohibited by law to sell wholesale or sell strong drinks to individual entrepreneurs. For retail trade in draft beer, the following OKVED-2 codes are suitable:

47.25.1: Retail sale of alcoholic beverages, including beer, in specialized stores;

47.25.12: Retail sale of beer in specialized stores.

Since the circulation of alcohol in the country is controlled by the state, even small businesses cannot do without interacting with EGAIS. EGAIS is a state system for controlling the circulation of alcohol. Individual entrepreneurs who sell draft beer are only partly concerned with it - they are required to connect to the system only to confirm bulk purchases from the supplier. To do this, you need to obtain a special electronic signature and register on the Rosalkogolregulirovanie website. After that, the buyer will receive his identification number (ID), and the beer supplier will be able to issue invoices for him and reflect them in the Unified State Automated Information System. After accepting a consignment of goods, the supplier writes it off from its balances in the system, and it is fixed by the buyer. Until the fact of receipt is reflected in the Unified State Automated Information System, the products will not be released for sale.

Beer store taxation

The best form of taxation for small beer outlets is considered to be a single tax on imputed income (UTII). Entrepreneurs give it preference due to the fact that the size of the tax under this form is tied to a small area of the pub, while the size of the tax is always fixed. In addition, until recently, the absence of the need to keep accounts and start a cash register was considered as an advantage of UTII over other forms of taxation. However, due to recent changes in legislation, the optional use of a cash register for UTII and PSN was limited until July 1, 2018. From June 1, 2018, UTII and PSN payers will also need to acquire online cash desks with a fiscal registrar.

In other words, now any outlet selling draft beer cannot do without: a computer with 2 GB or more RAM, Internet connection, Windows 7 operating system and higher, a crypto-key with an electronic digital signature (EDS), UTM and software for EGAIS, as well as an online cash register and a barcode scanner. On the one hand, this is a new headache and cost for many entrepreneurs, but there are also conveniences: with a cash register, it is easier to control sales and the integrity of the seller, the inventory procedure is facilitated, it becomes possible to pay with a bank card, and consumer confidence increases. In hard-to-reach areas of the country that do not have access to the Internet, legislators will allow the use of cash desks offline, without transmitting data over the network.

Beer shop equipment

Your beer store will need special equipment for bottling, including a multi-circuit cooler, gas cylinders with carbon dioxide for supplying beer from kegs, defoamers, a gas reducer, hose and fittings, kegs, pallets, a beer column. Also, one should not forget about the refrigerator, which will be needed to store fish, the bar counter and other furniture. For a store with an area of 25-30 square meters. meters for these purposes can be kept within 200-250 thousand rubles.

Table 2. Approximate list of equipment for a pub for 10 beers

Ready-made ideas for your business

Equipment should be purchased from a regional supplier. Installation, as a rule, is carried out by an invited specialist. There is also an option to rent equipment free of charge from local beer producers, but at the same time, the entrepreneur will be obliged to sell only factory beer with the prescribed volumes of the strait. This option is well suited for those who do not want to immediately purchase expensive equipment without really getting used to this business. It should be noted that the beer equipment will require ongoing maintenance with circuit flushing.

Advertising and promotion of a beer store

For a beer store, it will be necessary to make a good advertising sign, preferably illuminated, so that the beer house can be seen at night. Saving on this point is hardly worth it. The main flow of buyers falls on the evening. The cost of the sign will be 15-30 thousand rubles. Enticing pavement signs and distribution of leaflets and flyers can also help. If a decision is made to work with one beer-producing plant, the distributor himself will help with promotional materials.

In order to get regular customers at the opening stage, it’s good to arrange some kind of promotion, for example, with a beer tasting or a gift of 0.5 liters when buying 1.5 liters of beer. This will help draw attention to the opened store in the early days. During normal times, customers can be encouraged to buy large volumes of beer. For example, to provide a discount when buying 10 liters of beer.

At the same time, it is worth remembering that the best advertising for the store will be two conditions - it's a great location and high quality beer. In the business of selling beer, word of mouth is very important - if the seller at least once sells sour beer, bad fame will spread throughout the area.

Beer store employees

Trade in beer by law (with the exception of public catering outlets) is allowed from 8 to 23 hours. The daily operation of a beer store with a schedule from 10:00 to 22:00 will require two salesmen. If an entrepreneur plans to sell beer on his own, then it will be necessary to hire at least one seller to replace him. High qualification in this case does not matter. It can be either a man or a woman over the age of 18. Beer staff must have a sanitary book.

Starting investments, revenue and profit of a beer store

In addition to the costs of repair, purchase and installation of bottling and cash equipment, creation of a sign, purchase of beer and snacks, you will need to spend money on some other things. Don't forget about security. Any beer store would benefit from having a quick response button and a video surveillance system. For these purposes, it is worth laying at least 15 thousand rubles. A video surveillance camera can do a good job - its presence disciplines sellers, allows you to resolve misunderstandings when working with customers. In addition, do not forget that you are working, if not with strong alcohol, but with alcohol, which means you need to be prepared for any incidents. Additional expenses can be added by non-obvious expenses, such as advance payments to the landlord, the purchase of an office, or paying utility bills. Therefore, for the first time it is necessary to have some kind of airbag. It should definitely include the costs of the first months of rent and the payment of salaries to employees. In this way, investments in the opening of a pub for 25-30 sq. meters will be about 500-600 thousand rubles.

According to the experience of similar stores, to reach zero, that is, to cover all the costs of rent, wages, taxes and the purchase of beer and snacks per month, it is necessary to sell goods for 200-250 thousand rubles. A turnover of 300-350 thousand rubles will allow reaching a net profit of 50-70 thousand rubles. That is, on average, a beer store needs to sell at least 10 thousand rubles a day. Even with such a rather modest sales plan, the beer house will pay off in 10 months. You need to understand that success will largely depend not on luck and “how it goes”, but on all the decisions you make, starting from the chosen place and supplier and ending with the personality of the seller and the availability of one or another type of beer in the assortment.

In this business, I would single out 2 main risks. The first is the absolute unpredictability of the current government in the field of lawmaking. It is not possible to predict it based on ordinary logic, and this is no secret to anyone. It is not known what our legislators will lobby tomorrow. As an option, and even a very serious one, this is the creation of an SRO for beer sellers, another “game” with the areas, with the location, with the number of storeys of the store (they can prohibit their placement in the basement, for example). New requirements for beer storage (temperature, humidity), containers or sellers. All this is sad, unpredictable, and sometimes illogical.

And the second factor that I often point out to aspiring entrepreneurs in the process of consulting is the gradual "blurring of the market." This has already happened to the pharmacy sector, when there are three pharmacies in one house. Blurring of the market, which, in the end, will lead to the fact that the profitability from the sale of 1 liter of beer can be preserved, but sales volumes will noticeably decrease. They can decrease by a factor, which will lead to the fact that the so-called. The "break-even point" in liters will be much higher than the volumes that can actually be sold.

Do not forget that this business is subject to seasonal demand. And given the fact that the conditionally “winter period” in Russia is 6 months or more in some areas, it is advisable to provide for sale and related products, the sale of which would keep it “afloat” in the off-season.

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Today in Russia, people have tasted the taste of real live beer and most connoisseurs of this drink are ready to overpay a little for its quality and taste. This circumstance makes a point selling beer on tap quite a profitable business.

The obvious advantage of the case under consideration is its high profitability, and a small amount of start-up capital opens up entry to it for almost everyone. At the same time, there are many nuances that need to be taken into account when drawing up a business plan for a draft beer store.

Location selection

Since each area has its own "spills", it is necessary to focus mainly on residents of nearby houses. From this point of view, a sleeping microdistrict, which competitors have not yet reached, will be ideal. Points near markets, cultural and entertainment centers, near places of recreation for citizens in nature will also be very profitable.

But it is not advisable to open a draft beer store near medical, sports and educational institutions: the sale of foamy beer is not allowed by law there. But even if there are no such establishments near the place you have looked at for a beer store, additional monitoring is simply necessary.

Make sure there is no supermarket or business center nearby. Customers and employees of both simply won't buy beer from you. Opening a beer store on the ground floor of a high-rise building will provide you with customers, but it can cause problems with disgruntled tenants and controlling services.

Preparing for the opening

In parallel with the search for a place, it is worth taking care of registering a future company and obtaining permits. Get a cash register in advance, and after drawing up a lease, get ready to go through an inspection of the SES and "firefighters".

Then you need to decide on the organizational and legal form. Lawyers advise setting up an LLC, as entrepreneurs face a constant tightening of rules.

Opening a limited liability company allows you to use the simplified tax system, which will simplify the work with accounting. In addition, you need to acquire certificates of Potrebnadzor, Sanpin, fire inspection, etc. Note that the amount of 50,000 rubles is allotted for collecting all permits in the business plan.

Starting investments

The cost of purchasing the initial batch of goods will be approximately 60 thousand rubles, if the partners offer free containers (kegs) and defoamers. Thus, the total start-up costs will be approximately 380 thousand rubles.

Equipment: buy or rent?

If an entrepreneur is sure that the store will exist for a long time, it makes sense to purchase equipment that is standard for beer bottling points. Otherwise, experts advise renting it for a period of 3-4 months. Statistics show that entrepreneurs prefer to rent equipment. What do we need to open a beer bottling point?

As can be seen from the table, if you are planning a business for at least a year and a half in advance, it is more profitable to purchase equipment than to rent it. Remember that it is quite capricious and often breaks down, so you need to teach store employees to take good care of it.

Recruitment

As with most businesses, your salespeople will be the face of the store, so they need to be not only good looking but also able to get along with the customer. Preference should be given to candidates who previously worked as bartenders or counter employees.

It is enough to hire two people working in shifts a week after a week, the average salary will be 10,000 rubles, plus 1% of the profit. In the simplest version of the business, no one else is required to hire.

If you are not sure about the honesty of the sellers, install a special counter between the bottling tap and the bottling containers. Of course, the seller should be able to explain the difference between the beer offered.

The nuances of the design of the premises and work with suppliers

The first and most important rule: the client, entering the store, should not experience discomfort. Accordingly, its area should not be less than 20-25 square meters. m. At the same time, it is better to arrange the racks and the rack so that the buyer can easily evaluate and choose the drink or snack he is interested in. Of course, the visitor should have access to information about the specifics of a particular type of beer and its properties.

The interior of the store, ideally, should be decorated in a bright corporate style, for example, “like a wooden barrel”. This unwittingly makes the client come back to you again and again.

As for relationships with suppliers, it is most profitable for a businessman to buy beer from a distributor. They work with small volumes and are able to organize trade in related products: nuts, crackers, fish, soft drinks.

Range

The business plan presents one of the best options for the assortment of a beer store:

Local beers should be the core of the assortment, but as the business expands, it would be wise to add a few imported varieties, as well as mead and beer-based drinks. Such an "exotic" will allow you to attract representatives of the weaker sex to your clients.

Pricing Features

The classic variant of the markup is an 80-90% increase from the cost of the supplier for inexpensive local beer and within 25-30% for more expensive imported beer. Thus, one keg allows an entrepreneur to earn about 2,500 rubles. Considering that the cost of beer at bottling points is always somewhat higher than its bottled counterpart, a businessman must “keep up the mark”, prove to the buyer that his product is really better.

The seasonality of the business in question is generally recognized. In summer, 35-38% more drink is sold than in the cold season. Therefore, when calculating prices, an entrepreneur needs to take into account that in winter he will work, in fact, only to maintain the store's performance. Therefore, in order to somehow increase the turnover at this time, the owner of the beer outlet should actively use the system of discounts for customers, giving up part of the profit.

The same phenomenon explains the fact that it is best to open a draft beer store in the spring, so that you can immediately recoup your investment and make a small profit. This business, as practice shows, reaches its peak by the middle of the second "beer" season.