Tea boutique business plan

* The calculations use the average data for the World

1. Summary of the project

The goal of the project is the opening of a tea shop specializing in retail sales of loose tea and related products. The store will be opened in a separate room in the area of ​​the city with a population of 500 thousand people, on a street with high traffic. The assortment of the boutique will feature black, green, white, flavored, fruit and other types of teas. In percentage terms, the share of tea in the middle price segment will be 75%, elite teas - 25%. The concept of the store will provide an opportunity for customers to lively evaluate the taste of tea by tasting it before buying.

The volume of initial investments in opening a boutique will be 1, 497, 200 rubles. The project will be implemented with its own funds. The payback period is 17 months. Reaching the planned sales volume will take 4 months. The business plan calculations are made for the three-year period of the store.

Key financial indicators of the project

Discount rate, %

17

Net present value (NPV), rub.

1 816 840

Project net profit, rub.

92 683 - 180 136

Return on sales, %

eight

Payback period (PP), months

17

Discount payback period (DPP), months

18

Profitability Index (PI)%

1.21

2. Description of the industry and company

Russia is one of the largest tea consumers in the world. Our country accounts for about 9% of world imports. Each Russian drinks more than 1 kg of tea annually. At the same time, there is practically no own tea in the Russian Federation. Tea is grown in Russia only in certain areas of the Krasnodar Territory and the Republic of Adygea, and production volumes are 0.250 thousand tons of products per year. Almost completely, the need for tea is provided by import. In 2015, the volume of tea imported into Russia will be 170 thousand tons. At the same time, the share of green tea in the import structure is 8.4%, black - 91.6% (see. Fig. 1).

Figure 1. Structure of tea imports to Russia

* According to the Expert Analytical Center for Agribusiness “AB-Center”

The five largest tea-supplying countries to Russia include India (27%), Sri Lanka (24.6%), Kenya (15.1%), Vietnam (8.8%) and China (7.7%). This is followed by Indonesia, the UAE, Tanzania, Iran, Argentina and other countries with a total share of 22.4%. In total, according to data for 2015, 445 companies carried out imports, while 17 companies were engaged in the import of tea with volumes of more than 1 thousand tons. The average price of imported tea (February 2016) per ruble was 284, 986 rubles. per tonne, which compared with February last year was 10.5% more. At the same time, the average price per ton of black tea amounted to 284 161 rubles, per ton of green tea - 293 868 rubles.

With an increase in the well-being of the population, a trend is observed in the market for the growth of consumption of loose tea. More and more people are gradually moving away from the established habit of drinking packaged and packaged tea. Outlets for the sale of loose tea are opened in many large supermarkets and shopping centers, and their products are in increasing demand not only as gifts, but also for personal consumption. Most clearly, this trend is observed in cities with a population of over one million people and regional centers.

The aim of the project is to open a tea shop specializing in retail sales of loose tea and related products. The assortment of the boutique will feature black, green, white, flavored, fruit, herbal and other types of teas. In percentage terms, the share of tea in the middle price segment will be 75%, elite teas - 25%. The concept of the store will provide an opportunity for customers to lively evaluate the taste of tea by tasting it before buying. Qualified sales consultants will be able to help with the choice of tea, taking into account all the requirements of the client.

The store will be opened in a separate room in the area of ​​the city with a population of 500 thousand people, on a street with high traffic. The store will be located in a rented area of ​​30 square meters. meters.

The legal form of business will be IP. As a system of taxation will be chosen UTII (single tax on imputed income). OKVED codes for the sale of tea and related products - 08/18/2019 "Retail sale of tea, coffee, cocoa", 08/18/2019 "Retail sale of various household utensils, cutlery, crockery, glass and ceramic products, including porcelain and earthenware" .

3.Description of goods

The tea assortment of the store will include 150 varieties of tea, including small-leaved, large-leaved, black, green, white, red, fruit and other teas. The assortment will be compiled on the basis of marketing research of the market of the city and the region, including analysis of competitors' offers, analysis of suppliers, identification through surveys of the best-selling “hit” tea varieties and unreached niches, data from Internet queries of the region’s residents in search engines. About 75% of the tea assortment will be in the middle-price segment, while the remaining 25% on the shelves will be occupied by elite teas. The average check of a boutique will be 900 rubles. at an extra charge of 100%.

In addition to loose tea, the boutique will sell related products: utensils for making and drinking tea. Approximate price ranges for the products of the store are given in Table. one

Table 1. Price range for tea and related products

No.

Name

Description

Cost, rub.

Tea products

one

Black tea

Black tea. Cost per 100 g.

250-1250

2

Green tea

Green tea. Cost per 100 g.

350-1350

3

Flavored black tea

Flavored black tea. Cost per 100 g.

190-750

four

Flavored green tea

Flavored green tea. Cost per 100 g.

190-1150

five

White tea

White tea. Cost per 100 g.

350-2350

6

Oolong (Oolong)

Oolong (Oolong). Cost per 100 g.

250-2950

7

Related tea

Related tea. Cost per 100 g.

610-1280

eight

Red tea

Red tea. Cost per 100 g.

250-650

9

Puer

Puer. Cost per 100 g.

250-2550

ten

Blends

Blends

190-470

Related Products

eleven

Tea service

Tea service

600-4980

12

Tea ceremony board

Tea ceremony board

1500-3500

13

Teaspoon

Teaspoon

150-295

14

Teapot

Clay teapot, glass, ceramic

380-4950

15

Bowl

Bowl

250-390

sixteen

Cha hai

Cha hai

150-475

17

Gaiwan

Gaiwan

290-475

18

Puer knife

Puer knife

100-250

nineteen

Cup strainer

Cup strainer

175-390

20

Brew Filter Bag

Brew Filter Bag

180-490

21

Brewing ball

Brewing ball

180-400

22

Gift Bank

Gift Bank

150-350

23

Gift bag

Gift bag

85-150

When pricing, such components as the purchase price, delivery cost, purchasing power of the target audience, the cost of a similar assortment from competitors, fixed costs of the boutique (arena, employee wages, utilities, etc.) will be taken into account.

Tea is a rather vulnerable product. With improper storage, the beneficial properties of tea are easily lost, its aroma is lost, and it often comes to the point that tea becomes simply unsuitable for consumption. In order to avoid this, the store will observe the necessary conditions that exclude high humidity and third-party odors. Tea will be stored in aluminum containers with tight-fitting lids.

4. Sales and marketing

Various studies and polls suggest that about 93-96% of the country's adult population drink tea. The average Russian drinks 3 cups of tea per day. According to a study by AB Center, tea consumption in Russia has remained relatively stable over the past 12 years. In 2015, tea consumption was 1.16 kg per year per capita. The same data were recorded in 2003. The peak indicator was achieved in 2011 - 1.31 kg of tea per capita.

If we talk about consumer preferences, the vast majority of the population drinks black tea - 86.1%. The number of green tea lovers is ten times smaller and amounts to 9.2%. The third popularity is herbal tea - about 1% of respondents drink it (data from a Synovate Comcon study). Packaged tea is more popular - exactly half of the country's inhabitants drink it. However, in large cities of the country, in particular, in Moscow, there is an increasing growth of connoisseurs of leaf tea. About 64% of the capital's residents prefer leaf tea. In recent years, flavored teas with natural additives have also been popular. Top flavors of tea include bergamot, lemon, jasmine, wild berry, strawberries, raspberries and currants.

Modern tea buyers have become more demanding and much more versed in the quality of teas than in the 90s - all tea industry experts agree on this. At the same time, the tea market is quite saturated, so it is difficult to surprise a sophisticated buyer with anything. In this regard, experts advise business beginners to advertise not specific types of tea, but the stores themselves that sell them. In fact, there is a need to sell not only tea, but also the atmosphere of the establishment, the culture of tea consumption.

In connection with the foregoing, much attention will be paid to the concept and design of the future boutique. The interior of the room will combine uniqueness and at the same time play on typical associations. Most buyers associate tea and tea drinking with home comfort. Therefore, brown, chocolate and gold colors, classic furniture, polite and intelligent staff, courteous treatment and an individual approach to each client are most often used in the design. In addition, as the buyer has become more discriminating, a good way out is the possibility of free tasting tea before buying.

Most often, about 60% of buyers of boutique boutiques are regular. Another 40% are casual passers-by who are interested in the store’s sign or in the scent coming from behind the door. Given this fact, there is a need for both advertising for regular customers and marketing moves for impulsive purchases. As a last resort, the use of odors is actively practiced by tea points. To do this, the most fragrant teas are displayed in open jars on the shelves, which positively affects the profit of the store. To create a permanent clientele, it is necessary to introduce incentive systems and loyalty programs. In our case, the following will be accepted:

- use of POS materials (leaflets, business cards, catalogs);

- the use of branded packaging products (packaging, jars with the logo of the company);

- Introduction of a club discount card system;

- introduction of a site with a catalog, as well as a tea blog by the project manager;

- customer acquisition through SMM (via social networks Vkontakte, Faceebook, Instagram, etc.).

At the opening of the boutique, 60 thousand rubles will be allocated for the starting promotion (not including the creation of a corporate identity and consumables with a logo). In the future, the cost of promotion will be at least 18-20 thousand rubles. The main task is to attract the maximum number of buyers at minimal cost.

5. Production plan

The tea boutique will be located in a city with a population of 500 thousand people on a high traffic street, on the first line of houses. For the placement of the store will be used leased premises with a total area of ​​30 square meters. meters in which it is planned to equip a trading floor, a small warehouse and a tasting area. The room will require repairs, which will be allocated 180 thousand rubles. To create a design project and interior design will require the services of a designer. His work will cost 45 thousand rubles. (at the rate of 1.5 thousand rubles per 1 sq. m.). Also, equipment will be purchased for the tea boutique, the cost of which will be 367.2 thousand rubles. (see table 2).

Table 2. Equipment costs

No.

Name

price, rub.

Quantity, pcs.

Cost, rub.

one

Electronic balance

4, 200

one

4, 200

2

Counter

6 500

3

19 500

3

Tea Display

11 500

ten

110 500

four

Cash Equipment

19, 000

one

19, 000

five

Signboard

20, 000

one

20, 000

6

Employee uniform

8, 000

3

24, 000

7

Lighting equipment

20, 000

one

20, 000

eight

Furniture for the tasting area

90, 000

one

90, 000

9

Plumbing

30, 000

one

30, 000

ten

Other

30, 000

one

30, 000

Total:

367, 200

In addition to the equipment listed in the list, you will also need to purchase packing material and apply company logo on it. This item will cost about 50 thousand rubles.

For the daily work of the tea boutique, 2 full-time sales assistants are required. The work of sales staff will be organized in shift mode. The tea boutique will be open from 10:00 to 21:00 without breaks and weekends. The key requirements for sellers will be the ability to communicate with customers, responsibility, diligence, punctuality. When hiring, preference will be given to candidates with experience in retail sales of tea, coffee or related products. Remuneration of employees will consist of salary and bonuses based on the results of work. Registration will take place according to the Labor Code of the Russian Federation.

Table 3. Staffing and payroll

No.

Position

Number of people

PHOT, RUB

one

Shop assistant

3

22, 000

Total:

44, 000

Deductions:

13, 200

Total deductions:

57, 200

Provided that on the day 13 people will make tea purchases, leaving about 900 rubles in the store. each (average check), the store’s monthly revenue will be 360 ​​thousand rubles, and net profit will exceed 90 thousand rubles. If we assume that such an indicator can not be achieved immediately, but only for 4 months of work, when the store has its first regular customers, then the payback period will come in the middle of the second year of operation. The costs of the current period will include: rent (30 thousand rubles at the rate of 1 thousand rubles per square meter of area), payroll with social contributions (57.2 thousand rubles), purchase of products and their delivery to the store, advertising, accounting, security, spending on the purchase and manufacture of branded consumables (banks, packaging) and more. The profit share in the monthly turnover of the tea boutique will be about 26% (see. Fig. 2).

Figure 2. The structure of revenue and expenses of the tea boutique

6. Organizational plan

The management of the tea boutique will be carried out by an individual entrepreneur. It will be entrusted with all organizational processes, starting with the registration procedures and ending with the formation of the assortment. He will be responsible for cooperation with suppliers and organization of procurement, scheduling and setting shifts, hiring and dismissing employees, negotiations with lessors, finding partners and distribution channels. Under his supervision will be sales consultants. Their responsibilities will include: sale of goods, merchandising, keeping records of inventory, customer advice, tastings at the request of the client.

7.Financial plan

Opening a tea boutique will require the involvement of 1, 497, 200 rubles. The project will be implemented with its own funds. The structure of investment costs is shown in Table. 4. The indicators for financial activities in the main period of work are given in Appendix 1. Conditions adopted in the calculations: planned sales - 360 thousand rubles. (400 average checks of 900 rubles each), reaching the planned sales volume of 4 months, increasing sales in the second year of work to 400-420 thousand rubles, in the third year of work to 500-520 thousand rubles, increasing Payroll tax is 20% from the third year of operation of the store, UTII taxation system with coefficient k2 equal to 0.95, the life of the project is 3 years.

Table 4. Investment costs

No.

Cost item

Amount, rub .

Real Estate Investments

one

Repair of the room + design project

225, 000

Room equipment

2

Equipment purchase

367, 200

Intangible assets

3

Website creation

80, 000

four

Registration and registration procedures

15, 000

five

Starting advertising campaign

60, 000

Current assets

6

Current assets

200, 000

7

Starting Commodity Filling

500, 000

Total:

1, 497, 200

8. Evaluation of project effectiveness

The project to create and operate a tea boutique is effective, which is confirmed by the main financial indicators in Table. five.

Table 5. Project performance indicators

No.

Indicator

Value

one

Discount rate, %

17

2

Net present value (NPV), rub.

1 816 840

3

Project net profit, rub.

92 683 - 180 136

four

Return on sales, %

eight

five

Payback period (PP), months

17

6

Discount payback period (DPP), months

18

7

Profitability Index (PI)%

1.21

9. Risks and warranties

The success of the project can be exerted both by external factors independent of management, and internal. The analysis of the main risks and protection measures are presented in Table. 6. In general, the risks associated with the implementation of the project can be assessed as medium-low. In the event of bankruptcy, the consequences will not be critical: the finished business can be sold at a cost in excess of the starting investment.

Table 6. Assessment of project risks and measures to prevent their occurrence or their consequences

No.

Risk

Probability of occurrence

Severity of consequences

Prevention measures

one

Demand volatility

average

average

Location in a passable place, the use of marketing tools, programs that increase loyalty, the formation of demand, taking into account the latest trends

2

Increased procurement prices by suppliers

average

average

Purchasing larger volumes of products to receive discounts, reducing costs, revising product prices, optimizing assortment offer

3

Rent increase

low

average

Conclusion of a long-term lease agreement with a fixed rate in rubles, using the services of a lawyer when concluding a contract

four

The formation of a negative image of a boutique among the population

low

high

Hiring qualified personnel, training, increased attention to the level of service, compliance with tea storage conditions

five

Emergency, fire, cataclysm

low

high

The presence of fire alarm, insurance

10. Applications

ANNEX 1

Key financial indicators of the project in a three-year perspective

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08/18/2019

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