1. SUMMARY OF THE PROJECT
The project involves the creation of a bottling beverage store in a residential area of Rostov-on-Don. The competitive environment in this microregion is poorly developed, which means a low level of risk for the project.
It is supposed to provide competitive advantages due to the presence in the assortment of not only well-known and popular beers, but also less “untwisted”, which, however, have equal or even higher consumer properties.
The industry has generally positive development dynamics. Investment costs amount to 320, 000 rubles. Key indicators of investment efficiency are given in Table. one.
Table 1. Key project performance indicators
Net profit for 3 years, rub.
1 650 450
Return on sales, %
Net present value (NVP), rub.
1, 048, 394
Internal rate of return (IRR), %
Profitability Index (PI), %
Payback period (PP), months
Discount payback period (DPP), months
2. DESCRIPTION OF THE INDUSTRY AND COMPANY
The goal of the project is the creation of a retail outlet for the sale of low alcohol and non-alcoholic drinks. The company is located in the Northern housing estate of Rostov-on-Don, in a separate retail building on the ground floor of a 10-story residential building. The main objective of the enterprise is to provide residents of the region with quality and fresh drinks, as well as related snacks. The price segment is Medium and Medium +. The number of beer brands offered is 10, seasonally - kvass and lemonade. The location of the store is in the center of a massive multi-story residential development.
The location of the created store allows it to serve up to 20 residential buildings without competition. You can determine the market capacity using the following calculation: in the area there are houses with floors from 9 to 15 floors, with the number of entrances from 1 to 5, the number of apartments on the landing from 4 to 6; take an averaged house - 10 floors, 3 entrances, 5 apartments on the site and with an average number of residents in the apartment - 2 people. We get: If we accept that at least 10% of them regularly drink “live” beer, then we get a stable target audience of 600 people. Plus occasional shoppers as well as holiday sales spikes.
The appropriate legal form is the creation of a single tax with a single tax on imputed income. Schedule - from 10.00 to 22.00 daily. Self-employment of the entrepreneur is assumed.
Beer has historically been one of the most consumed alcoholic beverages in the world as a whole, and in Russia and the CIS countries in particular. Beer is produced by alcoholic fermentation of malt wort using brewer's yeast, usually with the addition of hops. Malt is a product obtained by germinating cereals, mainly barley. It is barley malt that is most often used in the production of beer.
At the moment, the division into “live” and ordinary beer is widely used in the Russian Federation. At the same time, “live” means a drink that has not passed the pasteurization stage, which is believed to retain its high palatability. Due to the lack of this stage in the technological cycle of production, “live” beer does not withstand long-term storage; The recommended implementation period is usually 7-10 days. It is produced, as a rule, by relatively small regional breweries; distribution is carried out within a small territory in order to exclude long-term logistics. The opposite situation is with drinks produced by major market players.
The division of the market between “live” and ordinary beer occurs with a huge advantage in favor of the latter, according to various estimates from 90% / 10% to 97% / 3%. Nevertheless, it was “live” beer that caused the boom in small business a few years ago, when the geographical density of points for its sale exceeded all reasonable limits. In recent years, there has been a natural cleaning of this area, a certain balance has formed. At the same time, the market growth rates did not decrease: in the 4th quarter of 2014 it showed record results in revenue, and in the 2nd quarter of the same year - in profit. According to the results of the first three quarters of 2015, however, we can talk about a certain drop in the market - to the level of 2013.
Figure 1. Indicators of revenue and profit for the section OKVED 08/18/2019 "Retail trade in beer" in 2012-2015. in Russia, thousand rubles (data from the Federal State Statistics Service of Russia)
The main background for the development of the beer production market is pressure from the state regulator - over the past five years, the excise rate has increased 6 times (from 3 to 18 rubles per liter), and the average retail price of a liter of beer has risen by 12 over the period from 2012 to 2015 %, up to 84 rubles per liter. In addition, the ban on the sale of beer through non-stationary retail outlets - kiosks, stalls, etc., also had an impact.
On the other hand, there are a number of factors that have a positive impact on the dynamics of the market. According to experts, this is a more substantial increase in prices for strong alcohol, as well as a change in the culture of alcohol consumption in favor of less strong drinks. The ranking of regions for beer consumption is shown in Fig. 2.
Figure 2. Shares of Russian regions in beer consumption, %
Thus, we can talk about the prospects for market growth even in the face of a difficult economic situation in the country and in the presence of certain risk factors.
3. DESCRIPTION OF GOODS
The company offers quality drinks at an affordable price. At the same time, the assortment is made up of both already popular beers, as well as of little-known, but with high taste qualities. In addition to the 10 varieties of the “Medium” and “Medium +” segments, it is also planned to set aside two taps for: lemonade and kvass in the summer, and premium beer in the winter. All standard grades are unpasteurized, with a relatively short shelf life, premium grades are pasteurized with a long shelf life, which allows transferring transportation from Europe and storage in stores at low demand.
To ensure maximum customer satisfaction, it is also assumed that there is a range of related snacks (snacks): dried fish, crackers, nuts, etc. The cost of PET containers is included in the price of the drink.
Table 2. Consumer characteristics and prices of goods
According to statistics, the main consumers of “live” beer are men aged 18 to 55 years, regardless of marital status. The income level determines the price segment of the drink consumed. At the same time, a characteristic feature of consumer behavior is that even with a difficult economic situation and a general decrease in solvency, the target audience does not refuse to consume beer; there is a partial shift in demand towards budget varieties.
The main requirements for the assortment include:
Taste qualities. The assortment of the store is formed in such a way that any customer can find a drink to his taste.
- The freshness of the drink. The correct selection of the supplier and the rhythm of deliveries make it possible not to keep a large supply of drinks in stock, but to constantly receive fresh ones.
- Consistency of quality. Correct selection of a supplier focused on product quality allows achieving consistent product quality.
- An opportunity to try new varieties. The breadth of the assortment - 40-50% more than the bulk of competitors - allows the client to discover new tastes.
The competitor price level is about the same. However, 90% of them do not offer premium grades; 60% do not offer lemonade and kvass; 80% do not offer snacks. In addition, about 80% of competitors work with the same popular beers, which eliminates the possibility of differentiation.
Using new high-quality equipment for bottling allows you to achieve fast customer service, which is especially important during peak periods - evenings, weekends and holidays.
Implementation is carried out by two sellers working in shifts with a 2/2 schedule; the role of one of the sellers is performed by the entrepreneur himself. The appearance and qualifications of sellers can increase customer satisfaction and ensure a high level of their loyalty.
A large-scale advertising campaign in this case does not make sense. The main traffic of buyers at the first stage of the project is provided by a noticeable sign - a light box above the entrance to the store, as well as pillars located along the main directions of movement of residents of the surrounding houses. At the opening of the store, it is also envisaged to distribute leaflets to the mailboxes of houses located in the immediate vicinity.
4. PLAN OF PRODUCTION (SALES)
To carry out activities, the store requires a retail space of 20-25 sq.m. Of these, 8-10 sq.m. In the trading floor there is a rack with cranes, as well as a showcase with snacks. The rental price is 25, 000 rubles per month. Utility payments - 5, 000 rubles per month.
Keg drinks are filled in PET containers using special equipment for bottling. The equipment is purchased from a regional integrated supplier and mounted by an invited specialist. Equipment delivery time - 1 business day; installation is also carried out within one working day. Pre-production of racks according to individual sizes is necessary. Production time - from 10 to 12 days.
Table 3. Nomenclature and cost of equipment for bottling
The equipment requires ongoing maintenance - at least 1 time per month, which will be carried out by specialists of the equipment supplier. The cost of flushing one circuit is 300 rubles.
The staffing table consists of one position - a seller with a salary of 25, 000 rubles. The role of a replacement seller is performed directly by the entrepreneur. Accounting is outsourced; the cost of services is 5, 000 rubles per month.
The sales plan for three years, as well as the revenue plan are given in Appendix 1.
5. ORGANIZATIONAL PLAN
As mentioned in paragraph 4, the size and principle of operation of the enterprise do not imply the presence of a complex organizational structure and highly qualified personnel. An entrepreneur should have general knowledge of business, accounting and taxation. The regional authorized bodies of the Department for the Development of Small and Medium Enterprises can help to acquire this knowledge.
6. FINANCIAL PLAN
The financial plan of the project is given in Appendix 2.
7. EVALUATION OF PROJECT EFFICIENCY
The calculation of project performance indicators is given in Appendix 3.
8. RISKS AND WARRANTIES
Given the low level of competition in the region, the product in demand, stable demand, we can say that this project is characterized by a low level of risk for the investor.
Table 4. Project risks, their impact and prevention measures
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