Office plan store business plan

* The calculations use the average data for the World


The purpose of the project is the opening of a stationery store for the retail sale of office supplies and related products in Rostov-on-Don. The target audience of the store are schoolchildren, students and corporate customers.

The main advantage of the business is the high demand for products that guarantee a stable income. The complexity of running a clerical business is the need for the constant participation of the owner.

To implement the project of a stationery store, a retail space of 20 sq.m., located in close proximity to educational institutions, is leased. The area of ​​the trading floor is 10 m2.

The initial investment in the stationery store is 577, 000 rubles. Investment costs are directed to the purchase of equipment, the initial purchase of goods and the formation of working capital, which will cover the losses of the initial periods. The bulk of the required investment is in inventory - 43%. Own funds will be used to implement the project.

The financial calculations of the stationery store cover a three-year period of operation of the project. It is planned that after this time expansion of the business will be required. According to estimates, the initial investment will pay off after twelve months of operation. The industry average payback ratio is 12-16 months. The monthly net profit of the project upon reaching the planned sales volume is about 68, 000 rubles. For the first year of the project, net profit will amount to 535, 205 rubles, and return on sales - 12.7%. Prospects for growth in the profitability of a stationery store - 35%. Integrated indicators of project performance are presented in table 1.

Table 1. Key performance indicators of a stationery store project

Key performance indicators of the projectUnits

The payback period of the stationery store (PP), months


Discount payback period (DPP), months


Net present value (NPV), rub.


Return on Investment (ARR), %


Internal rate of return (IRR), %



The Russian stationery market is under active development. Stable growth in sales volumes led to the fact that in 2016 the market capacity amounted to 90, 448.1 million rubles. Despite the crisis in the economy, the stationery market continues to show positive dynamics. This is due to the fact that office supplies are related to consumer goods. Even amid falling incomes and worsening economic conditions, retail stores maintain their sales volumes. There is a slight decrease in revenue, which occurs due to the transition of buyers from one price segment to another. However, statistics show that the average per capita spending on office supplies in Russia in 2016 increased by 2.7% and amounted to 619.5 rubles per person.

The domestic stationery market is developing in all segments, however, experts recognize the implementation of school supplies and creativity as the most promising direction. Firstly, the demand for stationery store products is stable; secondly, in this segment there is an increased margin on the goods; thirdly, the segment occupies only 15% of the market share.

In the structure of sales of office supplies, the leading stationery is in the lead - their share is 17%; in second place are PVC and PP products - 12%; cardboard boxes and folders close the top three - 7%. As can be seen from Fig. 1, the stationery market is represented by a wide range of products, where each segment is in demand. Focusing on these statistics, it is necessary to formulate the assortment of the store. .

In general, the stationery market in Russia is characterized by the following features:

  • unlike many other consumer markets, the stationery market is virtually unbranded.

  • the stationery market is characterized by pronounced seasonality. Peak revenue figures occur during the preparation for the school year, from June to September;

  • long chain from manufacturer to end user;

  • high level of competition, which is due to the presence of large retail chains involved in the sale of office supplies. Small stores find it difficult to compete with large retailers.

Despite fierce competition between stationery stores, at present, in Russia, according to 2GIS cards, there are more than 11 thousand different stationery stores. The main advantage of the business is the ability to obtain a consistently high profit throughout the year. The main difficulty that an entrepreneur may encounter is that the clerical business is a rather multifaceted project that requires the constant participation of the owner.


This project involves the opening of a stationery store with the goal of retailing office supplies. The product range includes various product groups focused on a wide target audience. Most of the assortment, about 70%, is made up of the most popular and cheapest office supplies (pens, pencils, notebooks, paper for printers), and the remaining 30% are for goods for children's creativity, student supplies, etc. It is worth remembering that in office supplies there is a group of goods with seasonal demand - for example, school bags. If you add them to the assortment of a stationery store, you need to evaluate the amount of purchased goods, since long-term storage is undesirable (the product takes up space in the warehouse, loses its presentable appearance). Thus, when forming the assortment, the direction of the store should be clearly defined and those groups of goods that will be presented in it should be highlighted. The stationery market is very extensive, it can only be fully covered by large stores.

The range of office supplies should be clearly planned and structured. This project provides for the opening of a stationery store specializing in the sale of goods for schoolchildren and office workers. Based on this, the assortment of the store includes the following groups of goods, presented in table 2. Each type of product must be presented in at least three copies from a different price category for the category of different tasks: educational, production, creative.

Table 2. Assortment of stationery store


Share in the assortment structure

Product Groups

School supplies


  • Paper products (notebooks, sketchbooks)

  • Writing accessories (pens, pencils, rulers, erasers, shavings)

  • Products for creativity (paints, brushes, felt-tip pens, colored pencils, plasticine, colored paper and cardboard)

  • Additional accessories (pencil cases, folders, diaries)

Office tools


  • Consumables for office equipment (paper for printers)

  • Small stationery (pens, pencils, markers, proofreaders, scotch tape, staplers and hole punchers, paper clips, envelopes)

  • Printed matter (calendars, forms, notepads)

  • Additional accessories (flash drives and disks, calculators)

Gift Products


  • Postcards

  • Souvenir products

The choice of these two groups is due to the fact that:

  • the demand of schoolchildren and students for stationery is provided year-round, and these two groups of buyers form the basis of the target audience;

  • according to marketers, the share of sales of office supplies is more than 60%, and the demand for this type of product is growing by almost 20% annually. In addition, the actual profitability in this market segment is higher than in the rest. Those. office supplies - the most promising segment of the office supply trade;

  • gift products are presented in the assortment slightly, because they are not in such high demand. However, purchases of such products are often spontaneous. Gift products are positioned as related products.

After forming the assortment of the stationery store, the question of finding reliable suppliers becomes. The purchase of goods is recommended to be carried out at wholesale bases, which today are presented in large quantities on the market. Having studied the catalogs of wholesale suppliers and comparing prices, you can conclude a cooperation agreement with distributors. If the store’s income is consistently high, you can work directly with the manufacturer. However, this requires large volumes of purchases.

Currently, there is an increased demand for stationery with the following characteristics:

  • high-quality products - despite the higher price, consumers give preference to quality;

  • functional products - stickers, marker pen, etc .;

  • products with an unusual design - especially for paper products (notebooks, notebooks, etc.);

  • new items - the consumer is trying to choose a product not previously presented on the market. Continuous product updates have a positive effect on sales.

It is also worth remembering the difficulties that may arise in the implementation of certain product groups. This can happen for the following reasons: expensive product, unappealing externally, of poor quality. Therefore, it is recommended to constantly monitor the demand for products and replace goods that are not in demand.

Thus, a well-formed assortment is an important competitive advantage. A wide selection, unique offers and affordable prices will ensure a high level of sales.

It is worth paying attention to the additional services of the stationery store that the stationery store can provide. Often, the profit from these services occupies a significant share of revenue. As additional services can be used: printing, photocopy, lamination of documents - for this you will have to purchase specialized equipment; sale of cartridges and ink for the printer, refilling cartridges; operational printing and bookbinding; photo for documents; delivery of orders of corporate clients - this will require the presence of a car, or the involvement of a courier service; installation of machines that accept payments. There are many options for additional services - it all depends on the direction of the store, its location and project budget, since most of the additional services are associated with the purchase of expensive equipment. However, it is fair to say that the income from these services can be significantly high, and in some cases even exceed the turnover from the sale of office supplies themselves.

This stationery store will have the following competitive advantages:

  • wide range of;

  • frequent product updates;

  • a large selection of paper products, unique offers, due to a careful selection of suppliers of products. So, for example, it is planned to purchase certain categories of goods in foreign online stores;

  • additional service of printing, scanning and copying documents.


The target audience of the stationery store consists of various consumer groups. Among the regular customers of stationery stores, the following categories can be distinguished:

  • schoolchildren and students;

  • companies that purchase stationery for corporate needs.

Stationery store advertising can be divided into two types - passive and active. Passive advertising includes signs, banners, pillars, etc. Active advertising involves the distribution of leaflets, distribution of business cards, advertising on the Internet. In this case, it is planned to use the following advertising tools:

  1. Stationery store advertising sign - attracts the attention of buyers. It should be bright and located on the facade of the store building and well visible. Production of an advertising sign, as well as its installation will cost about 15, 000 rubles.

  2. Pillar is an additional tool to attract attention. On it you can place not only a pointer to the store, but also information about unique trading offers. The cost of the pillar is 3000 rubles.

  3. Stationery store flyers - bright flyers with store advertising can be distributed through the mailboxes of nearby houses, as well as in crowded places of the target audience - close to schools, universities, office buildings. You can also place discount coupons on the flyer, which the consumer will be able to use at the first purchase. Design and printing of leaflets, as well as their distribution by the promoter, will cost about 4000 rubles.

  4. Carrying out various promotions, customer loyalty program - it is possible to attract the attention of consumers with special offers, which can be notified through advertisements in the newspaper, distribution of leaflets, etc. This may be seasonal stocks designed to stimulate sales in the summer months, when there is a decrease in demand, or stocks in the period of high sales, focused on the maximum attraction of buyers. For example, you can arrange a promotion before the start of the school year and offer a 10% discount on a whole group of goods; or provide a discount for students presenting a student ID / student with marks “good” and “excellent”. There can be many options - unusual offers can attract the attention of the consumer and position him to the store. The customer loyalty program will allow you to build your customer base and retain the consumer. Distribution of accumulative cards, discount for every 5th purchase, gift upon purchase for a certain amount, etc.

Thus, the cost of advertising a stationery store will amount to 25, 000 rubles.

Predicting sales in the office supply store is quite difficult. It depends on the location of the outlet, and on the effect of the advertising campaign, and on the margin on the goods. In the stationery trade for each group of goods, its own margin is provided for - from 60% to 300%. To simplify the calculations, the average trade margin on stationery products of 200% will be used. The planned sales volume is calculated based on the average check amount of 400 rubles and the number of buyers 1000 people per month. Not only retail customers, but also corporate customers, with whom it is planned to establish cooperation in the early stages of the store’s launch, are taken into account. Thus, the average revenue will amount to 400, 000 rubles per month. It is planned to reach the declared sales volume after nine months of the store’s operation.


The implementation of this project involves the following steps:

1) Registration of a business. No special permits are required for the retail sale of office supplies.

To open a stationery store, you will need to collect a package of documents that includes a sanitary and epidemiological report from Rospotrebnadzor, permission from the fire department, registration of a cash register with the tax office, and regulatory documents for the store.

For doing business, an LLC is registered with a simplified tax system for UTII. Type of activity according to OKVED-2:

08/18/2019 - Retail sale of paper and stationery in specialized stores

Additional activity is:

82.19 - Photocopying and document preparation activities and other specialized supporting activities to support the activities of the office.

2) The choice of location. As for any retail establishment, the location parameter of a stationery store plays an important role. Favorable location determines 70% of the success of the outlet.

The assessment of the location of the stationery store takes into account such components as the characteristics of the area, the intensity of the pedestrian flow, visibility and noteworthiness, proximity to similar enterprises, proximity to the crowded places of the target audience. Table 3 presents the characteristics of the most cost-effective places for the stationery store.

Table 3. Characteristics of the location of the stationery store


Point location

Point advantages

Disadvantages point


Proximity to school, university

These places are attractive due to the concentration of the target audience - schoolchildren and students. In this case, not only the main products of the store will be in demand, but also additional services for printing, copying, etc.

Most of the profitable places are already taken, there may be difficulties finding a suitable place


City center

Typically, a large number of office buildings are located in the center. Therefore, when opening a stationery store in the city center, you should focus on corporate clients.

The high cost of renting retail space


In underground passages, at forks, in markets, in supermarkets

These places are characterized by a large crowd of people. Constant pedestrian traffic increases sales. Shops in the underpasses and forks focused on spontaneous sales

Магазины в подземных переходах не всегда заметны для целевой аудитории, а торговая точка рядом с супермаркетом целесообразна только в том случае, если в супермаркете нет отдела с канцелярией


Спальный район

Аренда торговой площади в спальном районе обычно дешевле, нежели в центре города. Близость к жилым домам привлекает потребителей, которым необходимо приобрести мелкую продукцию, из-за которой они не поедут далеко. Также в спальных районах часто располагаются школы

Ограниченный круг потребителей, низкая сумма среднего чека

Таким образом, на основе сравнительной характеристики мест для открытия магазина канцелярии принято решение открыть магазин в непосредственной близости от учебных заведений. Ассортимент и наличие дополнительных услуг соответствуют выбранной точке.

Для открытия магазина канцелярских товаров арендуется торговая площадь 20 кв.м., которая предполагает разделение на два помещения - торговый зал и товарный склад. Для торгового зала будет достаточно 8-10 кв. м. Особых требований к помещению и интерьеру магазина нет – главное, хорошее освещение, низкий уровень влажности, косметический ремонт. Планируется арендовать помещение, не требующее ремонта, чтобы открыть магазин за минимальный срок подготовки.

Торговая точка расположена вблизи учебных заведений, что позволяет охватывать широкий круг потенциальных потребителей. Аренда торгового помещения общей площадью 20 кв. м. в районе с большим пешеходным трафиком стоит около 20 000 рублей в месяц.

3) Оборудование . Бизнес по продаже канцелярских товаров привлекателен еще и тем, что не требует специального дорогостоящего оборудования. Для организации торгового пространства потребуется несколько витрин и выставочных полок, стеллажи, стеклянные витрины. Из специализированной техники потребуется приобрести кассовый аппарат, ноутбук, а также два МФУ, позволяющих осуществлять копирование, сканирование, черно-белую и цветную печать.

В таблице 4 приведены основные затраты на оборудование магазина канцтоваров, которые составляют рублей. Общие затраты на оборудование составляют 177 000 рублей.

Таблица 4. Затраты на оборудование



price, rub.

Quantity, pcs.

Общая стоимость, руб.

Trade software


Стеллаж пристенный



15, 000


Стеновая панель





Стеклянные витрины





Стеклянный стеллаж










Стеллаж для открыток и брошюр






Cash machine





Охранно-пожарная сигнализация

15, 000


15, 000


A laptop






25, 000


50, 000


















177 000 ₽

4) Поиск поставщиков и закупка товара . Поставщиков следует искать лично, посещая оптовые базы города, либо через Интернет. Первый способ удобен тем, что при личной беседе проще договориться о партнерских условиях; второй – тем, что можно сэкономить на транспортных расходах, охватить широкий круг потенциальных партнеров, найти более выгодные условия и заключить договора с поставщиками, не представленными на местном рынке.

В первой оптовой закупке может помочь анализ действующих торговых точек по продаже канцелярских товаров. Следует ознакомиться с ассортиментом конкурентов, чтобы выявить, какие производители представлены и каков ценовой сегмент.

Определившись с поставщиками магазина канцтоваров, необходимо закупить товар для магазина. Практика показывает, что для среднего магазина канцтоваров на формирование первоначального ассортимента потребуется около 250 000 рублей. Исходя из специфики спроса и условий поставщиков, необходимо будет производить дозакупку товара. Главное в этом вопросе – правильно рассчитать требуемый объем товаров, чтобы разнообразить ассортимент, но исключить перенасыщение товарных полок.

5) Подбор персонала. Поскольку магазина канцтоваров – это узкопрофильное предприятие с незначительным уровнем финансовой отчетности, то бухгалтерский учет достаточно прост и зачастую осуществляется непосредственно владельцем бизнеса. Основным персоналом в магазине являются продавцы. Для небольшого магазина будет достаточно одного продавца. Однако если график работы магазина предусматривает ежедневную работу, то рекомендуется нанять двух продавцов, которые будут работать посменно. Также можно практиковать временный найм дополнительных продавцов в пики продаж, которые приходятся на летние месяцы и сентябрь.

Требования к продавцам : пунктуальность, вежливость, внимательность, ответственность знание специфики товара, знание ПК и офисного оборудования.

Функции управленца и бухгалтера возложены на самого предпринимателя – это позволит сэкономить в первые месяцы работы. Он также может помогать в работе продавцу, что способствует пониманию процессу торговли и оценке спроса на продукцию.

Перед тем, как приступить к работе магазина канцтоваров, персонал должен пройти обучение, ознакомившись с ассортиментом продукции, ее характеристикой и технологией продаж.


Подготовительный этап длится около двух месяцев, в течение которых предусмотрены прохождение процедур регистрации, налаживание партнерских связей с поставщиками, поиск подходящего помещения, подбор персонала, закупка оборудования и товара.

В данном проекте предприниматель выполняет основные функции управленца – проходит все регистрационные процедуры, занимается подбором персонала, ведет переговоры с арендодателями и поставщиками, проводит закупку товара, занимается стратегическим продвижением магазина, осуществляет найм сотрудников, осуществляет приемку и пересчет товара и оформляет соответствующую документацию.

Для осуществления торгового процесса в магазина канцтоваров работают продавцы. Поскольку магазин работает ежедневно, то следует установить посменный график работы 2/2. В каждую смену работает один продавец.

График работы магазина – с 9:00 до 18:00. Исходя из этих условий, формируется штатное расписание. Фонд оплаты труда составляет 84 500 рублей.

Table 5. Staffing and payroll


Salary, RUB

Number of people










Продавец (посменный график)



40, 000



Cleaning lady (part-time)





65 000, 00 ₽

Social Security contributions:

₽ 19, 500.00

Total deductions:

84 500, 00 ₽


Финансовый план магазина канцтоваров учитывает все доходы и расходы проекта, горизонт планирования составляет 3 года. It is planned that after this period the institution will need to expand production and the range of products.

To start a project, you need to calculate the amount of investment. Для этого нужно определиться с затратами на приобретение оборудования, первоначальную закупку товаров и формирование оборотных средств, за счет которых будут покрываться убытки начальных периодов. Первоначальные инвестиции для открытия магазина канцелярских товаров составляют 577 000 рублей. Основная часть требуемых инвестиций приходится на товарные запасы – их доля составляет 43%; на приобретение оборудования приходится 31%, на оборотные средства приходится 17%, а остальные затраты составляют 7%. The project is funded by equity. The main items of investment costs are shown in table 6.

Table 6. Investment costs


Amount, rub.

The property


1 month rent




Set of shop equipment


Intangible assets


Starting advertising campaign

25, 000


Registration of business, obtaining permits


Current assets


Purchase of goods



Current assets

100, 000


577 000₽

Переменные расходы магазина канцтоваров состоят из затрат на приобретение товаров. Для упрощения финансовых расчетов переменные расходов рассчитывается, исходя из суммы среднего чека и фиксированной торговой наценки в 200%.

Постоянные расходы магазина канцтоваров состоят из арендной платы, коммунальных платежей, фонда заработной платы, расходов на рекламу и амортизационных отчислений. The amount of depreciation is determined by the linear method, based on the useful life of fixed assets of 5 years. К постоянным затратам также относятся налоговые отчисления, которые при системе ЕНВД являются фиксированной величиной. Налог рассчитывается исходя из торговой площади и коэффициента k2 по г. Ростову-на-Дону).

Table 7. Fixed costs


Amount in months, rub.





Реклама магазина канцтоваров



Communal payments






Payroll deductions



Налоги магазина канцтоваров




10, 000



Таким образом, были определены постоянные ежемесячные расходы в размере 132124 рублей.


Срок окупаемости проекта магазина канцтоваров при первоначальных инвестициях в 577 000 рублей составляет 12 месяцев. Чистая ежемесячная прибыль проекта при выходе на плановые объемы продаж составляет около 70 000 рублей. Выход на плановый объем продаж планируется на девятый месяц работы. Объем чистой прибыли за первый год работы составит 535 205 рублей. Рентабельность продаж в первый год работы – 12, 7%. Учитывая, что рентабельность магазина канцелярских товаров может достигать 35-40%, можно сделать вывод, что финансовый план составлен по пессимистическому прогнозу. Добиться повышения продаж возможно при грамотной маркетинговой политике, удачном выборе расположения магазина, качественной продукции и привлекательном ассортименте.

Чистая приведенная стоимость положительна и равна 183 254 рублей, что позволяет говорить об инвестиционной привлекательности проекта. Коэффициент рентабельности инвестиций составляет 19, 58%, внутренняя норма прибыли превышает ставку дисконтирования и равна 9, 85%.


To assess the risk component of the project, it is necessary to analyze the external and internal factors. Специфика заведения определяет следующие риски деятельности:

  • Повышение закупочных цен на товары, недобросовестные поставщики. In the first case, there is a risk of increased costs and, as a consequence, the selling price, which can negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a shortage of goods. It is possible to reduce the likelihood of these threats with the right choice of suppliers and the inclusion in the contract of all necessary conditions that provide for the liability of the supplier if they are violated;

  • Недостаточный уровень спроса. Во-первых, спрос на канцелярские товары имеет некоторую сезонность; во-вторых, на рынке функционирует множество конкурентов; в-третьих, ошибки при выборе расположения существенно влияют на продажи; в-четвертых, есть вероятность ошибки в формировании ассортимента. Снизить этот риск возможно при тщательном планировании деятельности магазина и финансовых результатов, грамотном выборе торгового помещения и ассортимента, проведении различных акций и скидок, стимулирование повторных покупок, гибкое ценообразование;

  • The reaction of competitors. Поскольку рынок канцелярских товаров достаточно насыщен и конкуренция на нем высока, поведение конкурентов может оказывать сильное влияние. To minimize it, it is necessary to create your own client base, constantly monitor the market, have a customer loyalty program and create competitive advantages;

  • Имущественные риски. This category includes risks associated with spoilage and theft of goods. Минимизировать угрозу позволит соблюдение правил хранения товаров, внимательность продавца;

  • Refusal to provide rental premises or increase the cost of rent. Since for trading, location is one of the most important parameters, the loss of space is fraught with great losses. To reduce this risk, it is necessary to conclude a long-term lease agreement and carefully select the lessor;

  • Personnel problems, which implies low qualifications, staff turnover, lack of employee motivation. It is easiest to reduce this risk at the stage of personnel selection, hiring employees who meet all the requirements. It is also worth considering premium motivation of employees;

  • With a decrease in the reputation of the store in the circle of the target audience with errors in management or a decrease in the quality of services. It is possible to mitigate the risk with constant monitoring of the quality of goods and services, receiving feedback from customers of the store and taking corrective measures.


Evgenia Yurkina

(c) - a portal to business plans and guidelines for starting a small business 08/18/2019

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