Your business: open a draft beer store

* The calculations use average data for the World 500 000 ₽

Starting investments

10 months

Payback period

25-30 sq.m.

Required space

30 - 100%

Markup on goods

Opening a beer store is a business idea many aspiring entrepreneurs dream of. A positive example of the business of acquaintances and friends who beat off a beer store in a couple of months, small investments, impressive crowds of customers and patrons of beer houses can create a halo of success around the beer business. However, rushing to open a draft beer store without calculating at least the approximate price of the issue and not assessing the risks is still not worth it.

The situation in the beer market

Before starting your own business, you cannot do without analyzing the situation in the industry as a whole. The beer retail market is no exception. First, novice entrepreneurs should remember that the boom in opening live beer outlets has already ended. The main reason is the strengthening of state regulation of the industry - the situation for small businesses has become significantly more complicated. Since 2008, the beer market in Russia has been declining. Excise taxes increased - from 12 and 21 rubles. per liter of beer with a share of alcohol of 0.5-8.6% and more than 8.6% in 2012 to 21 and 39 rubles. respectively in 2017. This has led to higher prices. According to experts, in 2017 the beer market will lose another 2-5% - the ban on the sale of beer in PET containers with a volume of more than 1.5 liters will also affect the industry.

Due to these and other trends, beer consumption in Russia decreased from 77 liters per person per year (peak value recorded in 2008) to 50 liters in 2016. Compared to other countries in our country, beer consumption is relatively small. For example, in the Czech Republic, which is considered the leader in beer consumption, each resident of the country in the same year drank an average of 143 liters of beer. At the same time, no matter how pessimistic forecasts are made by analysts, beer is still the most beloved alcoholic drink in Russia. 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 inferior to indicators of beer consumption.

Consumers of beer are mainly men aged 18 to 55 years, regardless of marital status and affluence. Moreover, even with a general decrease in the solvency of the population, beer still does not lose its audience. Today, a certain culture of drinking beer has developed in the country - the number of formats of establishments is multiplying, and manufacturers offer varieties for every taste and budget. The business of selling live beer is still not losing popularity. Beer is served in premium restaurants, sports bars and craft beer bars, as well as in ordinary draft beer pubs. However, if not all buyers can afford the first option, then the second option is much closer to the people. A small beer house is easier to open - no flow of customers will always be at the point. The truth is that it has become more difficult to enter the market - for the most part, all the profitable places are already staked out, the “zones of influence” of the pubs are divided, so now some customers need to be won.

Beer store. Location and space

A key factor for a beer store is its location. It is from the selection and evaluation of the future point that experienced entrepreneurs are advised to start. The best beer location is traditionally considered a street with busy car and pedestrian traffic in a residential multi-storey area. The search for a future place should usually start by considering options in new high-rise neighborhoods where there are either few or no competitors. The advantages of this arrangement 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 to. In no case do not have a beer room where people do not live - that is, in a business center remote from the "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.

To assess the market density and calculate the number of operating pubs in a given area, you can use electronic cartographic guides like “2GIS”. Even better is to immediately evaluate the place yourself, look at the contingent of residents, their gender, age, approximate level of income, evaluate pedestrian and car traffic. It should be remembered that the beer hall should be located no closer than 100 meters from schools, kindergartens and medical institutions. Neighborhood with 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 stalls will not work. The beer building must necessarily have a foundation and be entered in the property register. For starters, a small beer shop with an area of ​​25-30 square meters is enough. meters selling at least 10 beers. About 8-10 square meters. meters of this area must be given as a warehouse. The rent will depend on a number of factors: the city, the proximity / remoteness of the center, metro and bus stops, the presence / absence of repairs, etc. and can vary from 10-15 thousand in small cities with a population of about 100 thousand people and reach 100-150 thousand or more in Moscow. It should be remembered that utilities are usually not included in these amounts.

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

City

The average rent for a room is 25 square meters. meters *

Moscow (15.5 million people)

102, 000

Rostov-on-Don (1.1 million people)

40, 000

Tambov (290 thousand people)

26, 000

Essentuki (107 thousand people)

19, 000

* According to the announcements on the Avito website for September 2017

Assortment and suppliers of beer

Even before the opening of the point of his beer, the entrepreneur must decide on the suppliers. It is best to enter into contracts with those beer producers who are in demand in the local market. Accordingly, for starters, you need to find out what types of beer are more popular with residents of a city or district, what exactly enjoy their trust. According to the experience of entrepreneurs, if we are talking about a point with 10 types of beer, then about 6 of them will be a local spill - unpasteurized unfiltered beer of a local producer is already familiar to the buyer. Live beer is not stored for long, starting to lose its taste in 3-5 days. The remaining ones may be not so well-known, but with high taste qualities of a premium variety. This is a pasteurized beer with a long shelf life, which allows you to transfer transportation from Europe and storage in a beer store with low demand. Do not cost and forget that beer suppliers are located near the draft beer store, so that you do not have to bear additional transportation costs.

Even for a small point of sale of draft beer, you should not limit the assortment - in the season expand the assortment of drinks with kvass and lemonade. Also, beer snacks - dried fish and snacks - crackers, pistachios, chips, squids and more - should always be sold in a beer store. The larger the assortment of delicious snacks, the better.

The draft beer margin will be from 30 to 100%, it is advisable to set the margin 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 the sale of beer will cost a small amount. The wholesale price of plastic bottles today is about 4.5-5 rubles. for the volume of 0.5 liters, 5.5-6 rubles. for 1 liter and 6-7.6 rubles. for 1.5 liters. Recall that the sale of beer in PET containers with a volume of more than 1.5 liters since July 1, 2017 in Russia is prohibited.

Organizing your beer business

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

  • 08/18/2019: Retail sale of alcoholic beverages, including beer, in specialized stores;

  • 08/18/2019: Retail trade of beer in specialized stores.

Since the alcohol turnover in the country is controlled by the state, even small businesses can not do without interaction with EGAIS. EGAIS is a state system for controlling the circulation of alcohol. Private entrepreneurs selling draft beer are only partly concerned - they are required to connect to the system only to confirm wholesale purchases from the supplier. For this, it is necessary 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 draw up consumables for it and reflect them in the Unified State Automated Information System. After accepting the consignment, 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 EGAIS, the products will not be put on sale.

Beer store taxation

The best form of taxation for small beer outlets is considered a single tax on imputed income (UTII). Entrepreneurs give him preference due to the fact that the size of the tax in this form is tied to a small area of ​​the pub, while the size of the tax is always fixed. In addition, until recently, as an advantage of UTII over other forms of taxation, the absence of the need to keep accounts and start a cash register was considered. However, in connection with the latest legislative changes, the need to use a cash register for UTII and PSN was limited to 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 can not do without: a computer with RAM of 2 GB or more, an Internet connection, the Windows 7 operating system and above, a cryptographic key with electronic digital signature (EDS), UTM and software for EGAIS, as well as an online cashier and barcode scanner. On the one hand, this is a new headache and cost for many entrepreneurs, but there are also amenities: it’s easier to control the sales and the seller’s integrity with the cashier, the inventory procedure is easier, it is possible to pay by credit card, and customer confidence is enhanced. In hard-to-reach areas of the country that do not have Internet access, lawmakers will allow the use of cash desks offline, without transmitting data via the network.

Beer Store Equipment

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

Table 2. An approximate list of equipment for beer for 10 beers

Equipment should be purchased from a regional supplier. Installation is usually carried out by an invited specialist. There is still an option to rent equipment for free from local beer producers, but at the same time, the entrepreneur will be required 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 routine maintenance with washing circuits.

Beer store advertising and promotion

For a draft beer store, it will be necessary to make a good advertising sign, preferably a light one, so that the beer store can be seen in the dark. Saving on this item is hardly worth it. The main stream of buyers falls precisely in the evening. The cost of the sign will be 15-30 thousand rubles. The enticing pillars and distribution of distribution of leaflets and flyers can also help. If it is decided to work with one beer producing plant, the distributor himself will help with the advertising materials.

To get regular customers at the opening stage, it’s good to arrange some kind of advertising campaign, 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 business that has been opened, especially in a small city in the early days. In the main time, customers can be encouraged to buy large volumes of beer. For example, provide a discount on the purchase of 10 liters of beer.

At the same time, it is worth remembering that two conditions will be the best advertisement for a beer store - a convenient location and high quality beer. Word of mouth is of great importance in your beer business - if a seller sells sour beer at least once, then the notoriety will spread throughout the area.

Beer Store Employees

Trading beer under the law (with the exception of catering points) is allowed from 8 to 23 hours. The daily work of the beer store with a schedule from 10:00 to 22:00 will require two sellers. If an entrepreneur plans to sell beer on his own, then he will need to hire at least one seller to replace it. High qualification in this matter does not matter. It can be either a man or a woman over the age of 18. Beer employees must have a health record.

Start-up investments, revenue and profit of the beer store

In addition to the costs of repair, purchase and installation of filling and cash equipment, creating a signboard, buying beer and snacks, you will need to spend some other things. Do not forget about protection. Any draft beer store is not prevented by the presence of a quick response button and a video surveillance system. For these purposes, it is worth laying a minimum of 15 thousand rubles. A CCTV camera can do a good job at its place - its presence disciplines sellers, allows solving misunderstandings when working with clients. In addition, do not forget that you are working, albeit not with strong, 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 lessor, the purchase of an office or the payment of utilities. Therefore, for the first time it is necessary to have some kind of airbag. It should definitely include expenses for the first months of rent and the payment of salaries to employees. Thus, investments in the opening of the beer hall at 25-30 square meters. meters will be about 500-600 thousand rubles.

According to the experience of such beer shops, in order to go to zero, that is, to cover all expenses for rent, salary, 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 you to reach a net profit of 50-70 thousand rubles. That is, a beer shop needs to sell at least 10 thousand rubles a day on average. Even with such a rather modest sales plan, for example, when starting a business in a small town, the beer house will pay off in 10 months. You need to understand that success will largely depend not on luck and how it’s going, but on all the decisions you make, starting from the place and supplier you choose and ending with the identity of the seller and the availability of a particular type of beer in the assortment.

Valery Allaverdyan Business Planning Expert Seek advice In this business, I would highlight 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, relying 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 very serious, this is the creation of an SRO for beer sellers, another “game” with areas, with location, with storeys (they may be prohibited from placing them in the basement, for example). New requirements for beer storage (temperature, humidity), for 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 counseling process is the gradual “market erosion”. This has already happened with the pharmacy sector, when there are three pharmacies in one house. The erosion of the market, which, ultimately, 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 multiple, which will lead to the so-called The “breakeven 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 the sale of related products, the sale of which would allow it to be kept afloat during the off-season. Mikhail Semynin

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


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