Your business: how to open a point to sell "coffee with you"

* The calculations use the average data for the World 230 000 ₽

Starting investments

280 000 ₽

Revenue

139 000 ₽

Net profit

3-6 months

Payback period

“Coffee with you” is a business that is growing in the wake of coffee consumption in Russia. Consider how much it costs to open a coffee point, find out how to find a place to rent coffee and calculate profit.

Coffee is a popular drink, and its consumption is growing every year. A culture of coffee consumption is developing in Russia. More and more people prefer to drink coffee outside the home. According to IndexBox Russia, coffee consumption is increasing by 30-50% annually. In 2018, the coffee market amounted to 131 thousand tons.

Another piece of evidence that coffee is popular today is the increase in per capita consumption of coffee. If in 2001 there were 400 grams of coffee per year per Russian, then now this figure is 1.35 kg of coffee per year. However, the market has room to grow. In European countries per person accounts for 6 to 12 kg of coffee per year.

With the modern rhythm of life, the format of “coffee with you” becomes the most relevant. In 2016, “coffee with you” captured megacities, and now has spread throughout the country. Coffee points take root even in small cities.

A social survey conducted by Magram Market Research showed that 57% of Russians are sure to buy a cup of coffee on the way to work or school. The average age of buyers is from 24 to 44 years. At the same time, 22% of respondents make everyday purchases, and 48% drink coffee in glasses once or twice a week.

Statistics of the coffee market proves that “coffee with you” as a business is a rather profitable idea that will suit a novice entrepreneur. To start you will need minimal investment. The cost of opening one outlet is 100-350 thousand rubles, depending on the equipment selected. What makes up such an amount and how to open a take-out coffee business? Let's sort it out in order.

1. We analyze the local market “coffee with you”

Before taking active steps to start a business, you need to evaluate the market in which you plan to work. No need to order marketing research - you can conduct a general analysis yourself. What you should pay attention to:

  • Learn the level of competition in your city. Who are your main competitors and where are they located? Use services such as 2GIS, Yandex.Maps, Google Maps. So you estimate the number of competitors and determine the areas where you can place your outlet;

  • conduct a survey in your city and identify places where your target audience is concentrated. You will understand whether it is worth implementing this business idea at all. Explore the taste preferences of your potential consumers. Based on the information collected, it will be easier for you to create a range of drinks;

  • consider the offer of competitors : what drinks and additional products do they offer, what chips do they use, how do they advertise their establishment? So you can take into account the experience of others, adopting successful solutions and correcting errors;

  • Make a portrait of your target audience (age, occupation, interests). This will help to form an attractive offer and will tell you where to look for your consumer;

  • see what happens to the coffee with you segment abroad. There you can spy on new ideas and business models.

The more information you collect, the easier it will be to navigate the market and make decisions. Market analysis is the foundation on which you will build your business. Otherwise, gaps that you do not close first will interfere with you in the future.

Advantages and disadvantages of the take-away coffee business

Benefits

disadvantages

  • high demand for “coffee with you”;

  • quick return on investment;

  • minimal investment;

  • the business is suitable for a novice entrepreneur;

  • high profitability of 60%;

  • the business can accommodate up to 10 sq.m .;

  • simple process of starting and running a business

  • high competition in the field;

  • extremely high business dependence on the right place;

  • an entrepreneur must have certain skills and knowledge in the field of coffee preparation;

  • high staff turnover;

  • seasonality of demand for coffee drinks

2. Choose a place for a coffee point

One of the most important steps when opening a coffee with you point, on which approximately 80% of success depends, is the choice of location. Trading in this format is successful due to spontaneous sales: "saw - bought." The number of checks, i.e. profit of your business. Coffee in a paper cup costs an average of 100 rubles - the price is small, so the income is formed due to the number of sales.

Therefore, you need to choose a place with a large flow of pedestrians, among which there are many of your target audience. Choosing the right place for “coffee with you” is a sticky fish strategy that feeds on what the predator gets and leaves behind. Simply put, you have to “stick” to the traffic source.

The most suitable places for a coffee point "coffee with you":

  • public transport and metro stations;

  • pedestrian crossings and major intersections;

  • parks, embankments, squares, pedestrian streets;

  • territories near business centers, educational institutions, shopping centers;

  • shopping centers and business centers themselves;

  • Airports, train stations, station squares.

The most important thing to keep in mind: the number of pedestrians is not a key indicator. The key indicator is the number of people passing by who are ready to buy coffee in this place. And according to this parameter, the locations are very different. Next, we consider the pros and cons of various options for placing a point from the perspective of the most profitable traffic sources.

Educational institutions

The most profitable places are near large and famous universities. When you are located near an institute or university, you are guaranteed to receive student traffic from September to May, but in the summer months you “sag” much due to the holidays. Despite the fact that students and coffee are almost one piece, this audience is very price sensitive. Therefore, the appearance of a competitor nearby who sells tasteless coffee 10 rubles cheaper than yours can be detrimental to profitability. Therefore, in universities, as a rule, a vending business is going well, in which staff is not needed and rental costs are minimal.

Business centers

Business centers for coffee houses can be called one of the most successful anchors. Traffic here can be much lower than in other places, but employees are very interested in buying coffee. At the same time, unlike educational institutions, the audience is more solvent and will not save on buns and donuts, increasing your average check. You can locate the "coffee with you" point both near the business center and inside. In both cases, there are pros and cons. In the first - you work not only for BC employees, but also other customers from the street, but you will certainly be surrounded by competitors, in the second case - you lose street customers, but almost certainly become exclusive for the employees of this BC. Keep in mind that when placed in a business center, you will have to deal with its management company, which can be completely ignorant of rental issues and poorly aware of your needs. The snag of cooperation can begin with trifles like higher tariffs for the Internet or a ban on branding your point and end with more serious problems like refusing to supply a higher voltage, conduct water or drain.

Stops, metro stations, interchange stations

Any major transfer zones and stopping complexes are areas with an increased rental rate. Typically, the premises are rented out at the highest cost and it is extremely difficult to find profitable options. Most importantly, for the point of sale of "coffee with you" - so that people see it. Therefore, even the location around the nearest corner can level all the pluses from the location.

Pedestrian streets, promenades, parks

Pedestrian areas are good places to place coffee-with-you points when it comes to central areas of the city with a lot of attractions. The number of coffee houses in such places is huge, but even a dense neighborhood can be cost-effective. People’s purchasing power here is higher than, say, near bus and railway stations. There are both stationary coffee houses and “coffee with you” pavilions, mobile coffee houses are operating here. Naturally, entrepreneurs have a choice between the high cost of renting premises or organizing their own pavilion, since free options are difficult to find. The purchase and installation of your kiosk can increase investments by one and a half to two times. Keep in mind that the installation of a kiosk in the form of the cheapest cup of coffee that is offered on classified sites may not be allowed by the local administration. In some Russian cities, non-stationary objects of trade are now placed only in standard designs approved by the local administration. In addition, in many of these cups in the winter, your barista can freeze alive.

Shopping centers

The main thing to keep in mind: shopping malls. Today, shopping centers can call themselves as hypermarkets, as well as premises on several hundred squares with two or three types of trade and single customers. However, when choosing a shopping center, you should first proceed not from the volume of pedestrian traffic, but from other indicators: the number of people willing to buy coffee, the presence of an anchor lessor and his ability to generate your target audience in the maximum quantity. Anchor lessors can be:

  • entertaining anchors. This includes cinemas, attractions, amusement parks and other forms of mass recreation in a shopping center, or rather a shopping center. The audience of entertaining anchors comes to relax and spend money, so buying coffee for them is a minor waste. Moreover, buying “coffee with you” can be for them not only a way to drink coffee, but also save on going to a full-fledged cafe. The main disadvantage of the mall is the very high rental rates, as the format provides for the presence of a large number of anchor tenants, federal and international brands.

  • large grocery chains. Large grocery supermarkets as anchors are always a guarantee of high pedestrian traffic. However, in the event that there are no other anchors besides the grocery network in the shopping center, then for “coffee with you” the proximity to the grocery network is not the best option, since the main flow of people comes for home products, and therefore does not expect to spend a lot time on the go to buy coffee with you. In such places, people load their hands with bags and would rather prefer to buy coffee in the store than you do.

  • themed anchors. Each individual business has its own thematic anchors. For example, for clothing repair services, a large number of large clothing stores will be a plus, and for the coffee theme, the proximity of bakeries, bakeries, pastry shops, as well as stores with today's popular culinary formats, “sell and prepare on the spot” and grab-and- departments go (literally, “grab and go”), where people come for ready-made food in individual packaging. The plus is that freshly brewed coffee will serve as such an addition to purchases for snacks with you or on the spot.

  • non-thematic anchors. Non-thematic anchors include everything that generates traffic, but does not generate profit and the target audience. Although coffee is drunk today always and everywhere, but in some places it will be consumed much less. It can be furniture and construction stores, all kinds of clothing trade and more. Food chains already mentioned earlier, provided that they do not adjoin other anchors, can also be classified as non-thematic for “take coffee”.

The main advantages of placing coffee points in the shopping center are that you, as a rule, are removed from the issues of repair, utilities and garbage collection, you have access to water and electricity, you do not need to worry about heating the premises in the cold season. Compared with street trading, the cost of creating a retail outlet is significantly reduced: it is enough to install a rack or an island-format structure. The key disadvantages are the high cost of renting and linking the coffee shop work schedule to the shopping center schedule.

Bus and railway stations

The advantages of this option are the high pedestrian traffic and the abundance of the target audience who buys coffee. The main disadvantages are, firstly, very high competition and lack of free places, and secondly, low solvency of people. The cheapest coffee is usually bought at train stations: people simply do not have money for quality. The tendency of state authorities to erect fences on station squares and approaches to train stations noticeably reduces the attractiveness of such places. Because of these safety rings, part of the pedestrian traffic is cut off and inconvenience is created for small businesses.

Airports

Let's face it: it is unrealistic for a beginner to place a point at the airport. There is not enough money and desire here: to accommodate in the air harbors, tenants hold contests and tenders. The rent for accommodation at the airport is huge, as staff, as a rule, have to travel far from the point of sale, so all this has to be included in the price of products. At airports, you can find only large network companies for which such an arrangement is more a matter of image than profit.

Sometimes, in the process of finding a room, people who want to open a “coffee with themselves” point are faced with offers to buy a ready-made business. Here you must keep in mind the same rule: location in the first place. The likelihood that someone is selling a good and profitable business in a bread place is extremely low. Therefore, one should “get to the bottom” of the real reasons for selling a business, which are usually hidden under standard wordings like “moving to another city”, “developing another business, and there’s no time to do this”, and so on.

Please note that the premises should be selected after the registration of the business, but before registration of permits. To conclude a lease, you must be an individual entrepreneur or legal entity. And permits are issued on the basis of an assessment of the retail space, which must comply with the standards. Therefore, you need to familiarize yourself with all the requirements in advance.

3. We solve a legal issue

The first stage is business registration. To open a coffee point, IP will be enough. To understand what OKVED code to specify during registration, you should determine what the business belongs to. “Coffee with you” refers to the field of catering. Therefore, the code of OKVED, which should be indicated: 08/18/2019 - “Activities of catering enterprises with take-away services”. You can also include additional codes: 47.9 - Retail trade outside stores, stalls, markets and 08/18/2019 - Retail trade of soft drinks in specialized stores

To register an IP, you will need a minimum set of documents: passport, application in the prescribed form and a check confirming payment of state. duties in the amount of 800 rubles. Within 3 working days you will be given a certificate and a record sheet. For further actions, you will need to have on hand a certificate of registration, TIN and an extract from the Unified State Registration Register.

The next stage is the choice of a tax system. For the format of such a outlet, the UTII "Providing catering services through public catering facilities that do not have visitor service halls" is best suited. The physical indicator for calculating the tax will be the number of employees, including the entrepreneur, with a base yield of 4, 500 rubles per month.

The next stage is the most difficult, because it includes the collection of all permits. Despite the lack of a kitchen and seating, the “take-away coffee” institution, from the point of view of the law, refers not to trade, but to catering. Because the drinks you sell are prepared locally. And the demand will be the same with you as for any food service.

To obtain permission, the following package of documents must be submitted to Rospotrebnadzor:

  • documents certifying the registration of IP: certificate of registration, TIN, extract from the EGRIP;

  • a lease agreement or a document confirming the ownership of the trading premises;

  • hygienic conclusions and quality certificates for all products (provided by suppliers of products);

  • conclusion of SES;

  • staff health books;

  • agreements with maintenance services (garbage collection, fire service, public utilities, premises disinfection);

  • retail license (valid for 1 year);

  • patent for trading activities (issued in the district municipality);

  • санитарный паспорт объекта – документ, где регистрируются проводимые работы, которые призваны обеспечить выполнение санитарных правил. Санитарный паспорт оформляется в ТУ Роспотребнадзора;

  • перечень реализуемой продукции;

  • банковские реквизиты компании, заверенные подписью и печатью;

  • заключение налоговой инспекции о постановке на учет кассовых аппаратов (обращаем внимание, что при налоге ЕНВД вы можете не применять ККТ, но по требованию покупателя обязаны выдать ему товарный чек или квитанцию);

  • внутренние документы (устав, журнал по технике безопасности, технологические карты).

С точным перечнем документов можно ознакомиться, обратившись в местный отдел Роспотребнадзор или на сайте rospotrebnadzor.ru.

Не забудьте, что в вашей торговой точке должен быть уголок потребителя. Если при проверке его не обнаружат, вам предъявят штраф в размере от 10 до 30 тыс. рублей.

В уголке потребителя должны быть:

  • The text of the law "On Protection of Consumer Rights"

  • Book of reviews and suggestions

  • Business Registration Data

Уголок потребителя можно приобрести готовым комплектом через интернет, а также заказать услуги специалиста, который сможет заполнить бумаги и проверить все формальности. Если вы собрали всю необходимую документацию, можно считать, что вы открыли бизнес. Выбор подходящего помещения и юридическая часть в данном случае самые сложные этапы.

4. Приобретаем оборудование для точки “кофе с собой”

Главное оборудование для точки с продажей кофе – это, конечно, кофейная машина. От него зависит качество вашей продукции.

  • Coffee machine Подберите хороший, надежный аппарат, имеющий различные встроенные функции. Лидерами в производстве кофейных аппаратов признаны Италия и Швейцария. The initial price of such equipment is 160 thousand rubles. Но для начала можно выбрать что-то попроще без ущерба качеству. A high-quality coffee machine will cost from 80 thousand rubles. При выборе обратите внимание, что объем бака в аппарате был не менее 8 литров. Также аппарат должен вмещать одноразовые стаканчики объемом не меньше 400 мл.

  • Coffee grinder. Not all professional coffee machines are equipped with a grain grinding function. Therefore, you may need a coffee grinder. Its cost will be about 10 thousand rubles.

  • Небольшой холодильник. Для хранения молочной продукции понадобится мини-холодильник. Стоимость такого оборудования составит 10-15 тыс. рублей.

  • Одноразовая посуда. Для услуги «кофе на вынос» нужны бумажные стаканчики. Выигрышным вариантом будут стаканчики с брендовой символикой или необычным дизайном. Но за такие вещи придется заплатить больше. Цена 100 стандартных стаканов объемом 300 мл составляет 135 рублей. Добавьте к ним пластиковые крышки, удобные держатели-переноски, размешиватели, салфетки и т.п. На это придется затратить около 2000 рублей.

Помимо этого, вам потребуется мерная посуда, стойка, за которой будут готовить кофе, полки, стол. Если помещение позволяет, можно сделать несколько столиков с барными стульями, где посетители могут выпить кофе. Таким образом, дополнительные расходы составят 20-50 тыс. рублей.

При решении вопроса с оборудованием опытные предприниматели советуют не впадать в перфекционизм и не раскидываться деньгами ради брендов. Тот же совет, касается, кстати, и вопроса оформления торговой точки. Дизайн точек “кофе с собой” мало кого интересует. Также имейте в виду, что вы можете не покупать оборудование, а взять на прокат у чайно-кофейной компании. Правда, у такого варианта обычно есть одно условие - вместе с оборудованием вы обязуетесь закупать и фирменную продукцию.

5. Закупаем расходные материалы

Бизнес будет успешным, если вы предложите потребителям вкусный напиток. Это возможно только при закупке качественного сырья: зернового кофе, питьевой воды, свежего молока, топпингов, сиропов и других продуктов.

Неожиданно, но вкус кофе на 70% зависит... от качества воды. Поэтому вам придется закупать воду. Лучше брать мягкую воду – свежую, прозрачную, безвкусную, с минимальной минерализацией. Чтобы определиться с поставщиком, почитайте тематические форумы и отзывы других предпринимателей. Если хотите подойти к делу досконально, можете изучить мировой стандарт качества воды для кофе от SCAA и SCAE. В среднем, в день вам потребуется 50-60 литров воды в день.

Как выбрать поставщика кофе? Оптовой продажей кофейных зерен занимается множество компаний. Чтобы не заблудиться в названиях и выбрать достойного поставщика, обратите внимание на несколько основных параметров.

Параметры для выбора поставщиков кофе:

  • цена . On average, 1 kg of coffee beans will cost 1000 rubles. Из 1 кг кофейных зерен получится приготовить около 120 чашек напитка;

  • product range and possible supply volumes. Если вы небольшая торговая точка, то вам нет смысла делать крупные закупки. Поэтому ищите поставщиков, которые работают с небольшими заказами;

  • гарантии, которые поставщик может предоставить . Обговорите вопросы возврата или обмена товара, сроков обработки претензий и прочие моменты, которые могут возникнуть при каких-либо нарушениях;

  • местоположение поставщика . Этот фактор влияет на скорость и стоимость доставки. Чем ближе поставщик находится к вам, тем лучше. Потому что транспортные расходы в большинстве случаев ложатся на заказчика, то есть на вас;

  • условия оплаты . Обязательно уточните, как работает поставщик: с предоплатой или есть возможность отсрочки платежа.

The main requirement for suppliers is the timely delivery of quality and fresh products. При этом вся продукция должны соответствовать требованиям ГОСТов и иметь сертификаты качества.

Для приготовления кофе перечисленные категории поставщиков являются основными. Также не забудьте о том, что вам нужно закупать молоко и взбитые сливки, различные топпинги (орехи, кокосовая стружка, соленая карамель), сахар в пакетиках, сиропы. Можно найти поставщика, который сможет осуществлять комплексные поставки всей этой мелочи. В месяц небольшая кофейня будет потреблять сырье общей стоимостью примерно 50 тыс. рублей.

Также неплохо, если в вашей кофейне клиент сможет приобрести какую-нибудь выпечку или что-то сладкое. Чаще всего десерты и различные хлебобулочные изделия поставляются кофейням в замороженном виде, а кофейням остается лишь разогреть их и добавить сироп. Найти поставщиков проще все по целевым запросам в поисковиках вроде “замороженная выпечка мелким оптом”, “оптовые поставщики выпечки” и т. п.

6. Подбираем персонал точки “кофе с собой”

Для функционирования точки с услугой «кофе на вынос» потребуется минимальное количество персонала. На первых пора предприниматель сам может выполнять все функции, чтобы сэкономить на зарплате. Позже он может отойти от обслуживания клиентов и заниматься только документами: бухгалтерией, отчетами для налоговых органов, договорами с поставщиками и т.д.

Для успешной кофейни, даже в формате «кофе с собой», бариста обязательно должен разбираться в типах напитков и знать, что входит в состав каждого типа, представленного в ассортименте. Он должен обладать навыками продаж, быть вежливым, аккуратным, чтобы поддерживать свое рабочее место в чистоте. И не забудьте о наличии санитарной книжки.

Если планируете нанять сотрудника, предусмотрите для него сдельную оплату труда. Это позволит нанять хорошего специалиста, мотивировать его на активные продажи и убережет вас от риска хищения продуктов. Для общепита эта угроза очень актуальна. Учтите также, что идеального кандидата с первого раза вам найти вряд ли удасться. Текучка кадров в этом бизнесе очень велика, поэтому будьте к этому готовы и просто запаситесь терпением.

7. Привлекаем клиентов

Для начала нужно составить портрет вашей целевой аудитории. Это будут люди до 17 до 40 лет (в большинстве студенты или рабочие). Поскольку продажи кофе обычно импульсивные, главной рекламой будет выступать удачное расположение. Что еще нужно делать, чтобы сделать свой бизнес популярным?

  • Яркая наружная реклама: вывеска, указатель, доска с меню, вывешенная на фасаде здания (Если собрались менять фасад здания, потребуется согласование в Комитете по градостроительству и архитектуре);

  • Продвижение через социальные сети (идеи концепций для инстаграм-аккаунтов для кофейного бизнеса можно посмотреть здесь;

  • Проведение различных акций (скидки, спец. предложения, купоны на разовую скидку, конкурс в рамках социальной сети, акция «пятый кофе в подарок» и т.д.);

  • «Сарафанное радио» - для такого формата, как «кофе с собой», этот способ тоже работает. Поэтому позаботьтесь о том, чтобы ваш кофе был вкусным. Тогда «сарафанное радио» станет методом продвижения, а не снижения деловой репутации.

8. Считаем расходы точки “кофе с собой”

Определяем, сколько денег потребуется, чтобы открыть точку «кофе с собой» и какими будут ежемесячные затраты на бизнес. Объединяем всю информацию и получаем такие цифры: для открытия точки нужны первоначальные вложения в размере 230 тыс. рублей, а ежемесячные траты составят примерно 151 тыс. рублей.

Первоначальные вложения (средние показатели)

Cost item

Amount, rub.

Equipment purchase

100, 000

Покупка сырья для работы

100, 000

Аренда помещения в первый месяц работы

15, 000

Business Registration

15, 000

Total:

230 000

Ежемесячные затраты (средние показатели)

Cost item

Amount, rub.

Арендная плата за место

15, 000

Обновление сырья и расходников

100, 000

Communal payments

2, 000

Employee salaries

30, 000

Налоговые платежи

4, 000

Total:

151, 000

9. We consider the income point of “coffee with you”

On average, a store in 10 hours is able to serve up to 200 visitors. The untwisted point can take 250 orders per day. In the first months you are unlikely to receive such an attendance, therefore, in calculating the income, we will take into account 100 visitors per day.

Average bill - 80 rubles. Of this price, about 30 rubles. accounted for by the cost of coffee.

Then we get the following indicators:

  • Revenue: 100 × 80 × 30 days = 280, 000 (rubles per month);

  • Cost of sales: 100 × 30 × 30 days = 90, 000 (rubles per month);

  • Other expenses: 51 thousand rubles. per month

  • Net profit: 280, 000 - 90, 000 - 51, 000 = 139, 000 (rubles).

  • Business Profitability: 60%

  • Payback period: 3-6 months.

To make a coffee point profitable from the first months of opening, it is better to open in the fall. Sale of coffee, after all, is a seasonal business that is popular in the cold season. But do not close the outlet for the summer. Add various coffee-based cocktails (such as frappuccino) to the menu. Today, such a culture of consumption of coffee drinks has developed that many drink it daily.

10. We warn of risks, we solve difficulties

When preparing your business plan, be sure to consider what risks are typical for your business. Preventing risks is much cheaper than surviving their consequences. What you need to pay attention to:

  • Seasonality As mentioned above, coffee is a seasonal product, the most relevant in the fall and winter. Take this into account when planning the opening and in the formation of the range. Make summer promotions, update the menu with seasonal offers to ensure summer sales;

  • Supplier search. Finding a coffee bean supplier is no problem. It is much more difficult to choose a supplier of additional goods: pastries, donuts, etc. The reason is that additional products should cost less or not much more than a drink. And it’s quite difficult to find those who can supply baked goods in small batches and even at a low price;

  • Location An improperly selected location can greatly affect revenue. It is not possible to fix this error with advertising. Therefore, it is better at the initial stage to approach responsibly the choice of location;

  • The actions of competitors. In your plans, you can take into account the location of competitors, but not their reaction. And they can harm your business: lower prices, offer a profitable promotion and take customers away from you. You should also remember about this category of competitors, such as mobile coffee houses. You cannot predict at which intersection they decide to trade tomorrow. And there is a chance that they will be placed next to you. In the most bread places, you can often find several coffee points in a row. So this is not a “persecution mania”, but a frequent case in this market. How to fight? You will be helped by quality products, an advantageous offer, quick service, and a competent marketing strategy.

Evgenia Yurkina

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


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