One of the most consumed drinks in our country is beer, so a great solution would be to open a beer outlet. Because of this, most aspiring entrepreneurs who have at least some start-up capital turn their attention to this product. And all the same, even to start such a business, you should think about everything and carefully plan it. The first step is to carefully study the business plan for selling a range of beer, and only then begin to implement it. The business plan on our website covers all aspects of running a business related to the sale of beer products.

This business plan discusses several types of beer business. This is the opening of a beer outlet selling beer on tap; retail sale of beer through a stall or small store.

Review section.

This business plan proposes opening a beer outlet within close proximity to sell beer on tap.

It is assumed that the main contingent for the purchase of such a product will be individuals, therefore the most optimal option for the organizational and legal form will be an individual entrepreneur.

Beer is the most consumed drink at any time of the year. Almost any beer outlet quickly achieves a stable income, even despite the fact that there is a lot of competition in this market segment. Therefore, the project is highly successful.

Description of the enterprise.

With round-the-clock operation for the sale of beer products on tap. This is the most optimal operating mode for points of walking distance.

Description of services.

We offer the sale of live beer for consumption at counters that are installed directly on the territory of the outlet, as well as for individuals to take draft beer with them.

Market analysis.

In this section of the business plan, you need to analyze the market for beer outlets in the specific area where you want to open an outlet. Indicate all the advantages and disadvantages of competitors and try to avoid identified disadvantages in your business.

Production plan.

The first step in the process of implementing your plans to sell beer will be the process of searching and selecting premises suitable for running a business. Most often, for a beer outlet that sells beer on tap, one chooses from the following types of premises: a small room on the ground or first floor of a building with a separate entrance; renting premises in a supermarket or large grocery store; independent organization of a beer stall. Let us immediately note that the best option would be to organize a stall, since this type will require the least organizational costs.

Still, we will consider all three options.

From all of the above, it is clear that the most economical option is the last one, so we will focus on it. The simplest solution for purchasing such a kiosk would be to purchase a ready-made kiosk (on wheels). But you can still build a kiosk yourself if this option is cheaper.

The next step in realizing your idea is to prepare the necessary documents. To organize the operation of a beer kiosk, as a rule, the following package of documents is required:

Permission from the territorial government to install a stall

Conclusion of the SES

Conclusion of the State Supervision Authority

One more small detail: the beer outlet should be located no closer than 100 meters from educational institutions.

The next important step is recruitment. The following qualities are required for a beer seller: conscientiousness, adequacy, cleanliness. Also, the seller must have a medical record issued in accordance with all the rules. Otherwise, you will constantly have financial problems.

So, the point is ready to receive its first visitors. But for the best results, it is better to conduct a small advertising campaign. There is no need to make large investments in this. It will be quite enough to make an attractive, beautiful sign that can be seen from afar; Place an advertising stand at the entrance. And if the beer is always fresh and tasty, then the necessary advertising will be done by word of mouth.

Also, together with the sale of beer, you can start selling related products such as chips, nuts, and a variety of fish products. You can also sell kvass.

Financial plan.

Here we will look at the financial side of a business plan for opening a beer outlet.

What will the costs be:

Rent a room, or your own stall from 100*000 rubles

Staff salaries (two salespeople in shifts) 360*000 rubles per year

Costs for purchasing goods 50*000 rubles

The total is: 510*000 rubles

Income from beer sales 120*000 rubles per month

Income from the sale of other goods 40*000 rubles per month

Total: 1*920*000 rubles per year

From these small financial calculations it is clear that the beer stall will pay for itself in 3-4 months. Therefore, this type of small business can be considered highly profitable and risk-free.

We hope that our draft beer business plan will help you without much hassle.

Alexander Kaptsov

Reading time: 15 minutes

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The fact that beer is still popular in Russia has long been beyond any doubt. Moreover, its popularity is steadily growing. Moreover, many fans of this foamy drink prefer the draft version, choosing it for its natural taste and quality. Opening a store where you can buy beer on tap is a good business idea with the prospect of a stable income.

First steps to open a draft beer store. Conducting marketing research

Any business starts with marketing research , that is, the assortment is analyzed, possible competitors are studied, and a suitable location for the store is selected.

Regarding the assortment

There are two types of draft beer.

Beer trading can be successful if it is available for sale at least seven types of drink . It’s good if there is an equal proportion of light and dark, plus two varieties of imported product.

Adds variety unfiltered beer . Nowadays there are more and more lovers cider, mead, cherry beer . These drinks can also be added to the assortment, thereby replenishing the ranks of buyers with representatives of the fair sex.

And, of course, beer related products : dried and dried fish of various varieties, salted nuts and other snacks.

There was great demand for opening such outlets in Russia during the crisis years of 2008-2009, when citizens who had lost their jobs decided to start their own business. And, I must say, many have succeeded in this.

Competitors

Who would be a likely competitor for a draft beer store?

1. Firstly, similar shops located nearby, as well as supermarkets and shopping centers.
2. Secondly, nearby bars, restaurants, cafes and other establishments where they can offer beer products. All of them, to one degree or another, will help reduce the retail outlet’s turnover, so it is important to assess the level of competition in advance.

Choosing a location for a store

Undoubtedly, the correct choice of store location is one of the most influential factors on the profitability of a given business.

First of all, It is necessary to remember about “restricted areas” , where it is prohibited to sell or advertise alcoholic beverages, including beer. These include educational institutions and sports institutions, public catering establishments and medical organizations.

Typically, local legislation sets the rules for the sale of beer.

Human flow — also an important aspect for the profitability of the chosen business. What affects store traffic? This is the number of people living within the coverage radius of a retail outlet (R=400 meters) and passing or driving past it.

1. In the first case This means residential areas.
2. In the second It is important to take into account the proximity to any transport hub, the location near a train station, a busy intersection, a market, as well as the availability of parking.

The business center is considered a bad place , remote from apartment buildings and private houses. And this is understandable, because live beer is purchased for leisurely home consumption, and not for drinking at work. As a last resort, in the city center or near a metro station you can buy a bottled version of the drink or visit a bar with a beer selection, where there are cozy tables and helpful staff.

In the same time, residential building (ground floor or basement) - also not the best option. The store will be located too close to courtyard benches and garages, which beer lovers often use as a bar and toilet. All this will not contribute to good relations between the residents of this house and the store owner.

Requirements and list of documents for opening a draft beer store in Russia

Services implementing sanitary control and fire safety take into account a list of basic requirements for a store selling draft beer.

List of documentation required to open a beer store in the Russian Federation:

• A document confirming the registration of a citizen as an individual entrepreneur or LLC.
• Premises rental agreement or ownership documents.
• Documentary confirmation that the cash register has been registered with the tax authorities.
• The conclusion received from the SES and the State Fire Supervision about the compliance of this premises with all sanitary and fire standards, that it is suitable for selling beer on tap.
• Conclusion issued by Rospotrebnadzor.
• Employment contracts concluded with employees and their health records.
• License to sell alcohol.
• For street trading, written consent of local authorities is required, for the location of a retail outlet in a shopping center - permission to sell beer there.

Costs and calculation of profitability of a key draft beer store + ready-made business plan

First of all, it is necessary to determine and calculate all expense items of the future business. It is important to find out how much money you should have to open a point and what your monthly expenses will be.

Expenses for renting premises

This is one of the main expense items. To sell 10 to 15 beers on tap would require approximately 20 square meters area . The cost of renting it in each region is different, on average it is - 80 thousand rubles. monthly.

Equipment purchase costs

This is the second, no less important expense item. Although it can be reduced to a minimum if the supplier offers to use the equipment for free or rents it out.

However, for a store focused on long-term activities, it is better to purchase equipment. To buy it you need to spend not less than 200 thousand rubles .

This price will include:

• beer cooler,
• stand for placing filling taps,
• counter,
• kegs (stainless steel containers for transporting beer),
• beer column,
• refrigerators,
• showcase for related products.

Probably needed air conditioning, several tables and a stereo system , which will allow customers to drink a glass of beer right in the store.

Any equipment will require monthly maintenance or repair; this is the only way to ensure the safety of the product and uninterrupted operation. Therefore, it is recommended to immediately lay expenses for paying a specialist , preferably monthly.

Costs for the purchase of beer and related products

Must be spent monthly on average 200 thousand rubles. for the purchase of beer and goods that accompany it (fish, chips, nuts). But the initial costs will be higher than in the future.

In the winter months this amount is much less, and in the summer months it is more, because beer is a seasonal product. The average will be used for calculations.

This is also an important expense item. Advertising will convey information about the new beer store to a potential client through a bright, attractive sign, flyers, Internet resource .

Of course, the most effective advertising is the impeccable operation of the store and its high attendance by regular customers. But all this is in the future, when buyers appear. To begin with, advertising costs will amount to 70 thousand rubles. and more.

What the interior of the store will be like depends on the owner’s imagination. The renovation of the store and its design will require not less than 90 thousand rubles.

Personnel costs

The salary of 2 sellers will be monthly 135 thousand rubles. , and accountant services - not less than 15 thousand rubles. , total - 150 thousand rubles.

Utility bills, taxes, social services. deductions and other expenses

Social contributions will be 20 thousand rubles. , taxes will be added 45 thousand rubles . It will take on average to pay for utilities 15 thousand rubles.

Don't forget about the cost of registration, as well as a license to sell beer. This is still 45 thousand rubles. to initial costs.

How much income can be obtained from sales?

If we take into account that the markup for imported products is up to 40%, and for domestic products it is 100%, and this is the main assortment, then with properly organized work of the store you can earn an income of 25 thousand rubles per day, and per month - 750 thousand rubles.

It is important to take into account one nuance - do not buy beer for future use. After all, its shelf life is very short, for some varieties it is no more than 5 days. If during this time the drink is not sold, then the remainder can be safely attributed to losses.

Calculation of economic indicators

Costs to start a business will amount to 965 thousand rubles

• Rent— 160 thousand rubles. (in two months).
• Equipment— 200 thousand rubles.
• Required documents— 45 thousand rubles.
• Purchase of goods— 400 thousand rubles.
• Advertising, design, repair— 160 thousand rubles.

Current monthly expenses will be 530 thousand rubles

• Rent— 80 thousand rubles.
• Purchase of goods— 200 thousand rubles.
• Salary payments— 150 thousand rubles.
• Advertising, design— 15 thousand rubles.
• Taxes and other deductions— 65 thousand rubles.
• Payment of utility services— 15 thousand rubles.
• Other expenses— 5 thousand rubles.

The amount of net profit taking into account monthly costs will be 220 thousand rubles .

Thus, the store covers the initial investment in four to five months. This indicator characterizes a beer store in no other way than highly profitable business .

How to properly organize the work of staff in a draft beer store?

Should work in a medium sized store 2 sellers , changing each other. Duration of each shift - half a day or a day .

You can hire a security guard and a person responsible for the cleanliness of the premises, but usually sellers handle these functions.

Accounting is carried out directly by the owner of the establishment or uses accounting services during the reporting period.

The seller's responsibilities include: monitor the quality of the goods sold, monitor the proper operation of the equipment, and keep it clean. Hoses are washed daily, devices - every month using special solutions.

In addition, one should not forget about unit maintenance every month and annual maintenance (repair).

Cleanliness of the store and area around is also the responsibility of the seller.

To stop the possibility of theft in the bud, every day during shift change reporting is compiled , which indicates the volume of beer sold and its remaining balance. The permissible shortage for a point selling 10 types of beer products is 3 liters per working day.

Is a draft beer store profitable? Owner reviews about payback

Beer store owners definitely talk about profitability of this enterprise , if you take this issue seriously.

A lot depends on the correct choice of point. In second place is the quality of the beer offered and its range. And then the professionalism of the sellers comes into play, that is, the selection of personnel cannot be treated casually.

If these conditions are met, any beer store will pay for itself, if not in three, then in six months.

Opening of a draft beer store. Frequently asked questions from aspiring entrepreneurs and answers from business gurus

1. Firstly, carry out advertising events within the legal framework, organize a clearly visible, attention-grabbing sign, distribution of flyers and advertising booklets (in the store), an advertising banner located near the entrance to the store.
2. Secondly, set lower prices (at least as part of a promotion) than competitors, and always provide high-quality products. This will attract customers, and the effectiveness of word-of-mouth advertising can hardly be overestimated.

What is the best way to design a draft beer store? Interior and exterior design ideas

The store should be designed in such a way as to make customers feel comfortable.

• Dimensions of the sales area should not be very small (after all, this is not a reserved seat carriage), and not too large (as, say, in a banquet hall).
• Arrange display cases it is necessary so that the buyer has the opportunity to freely approach them and examine the products.
• Definitely needed written information about the available types of beer with a brief description of each (this is for those clients who do not want or are not in the mood for communication).

The interior of the premises usually reflects the personality of a particular retail outlet.

• Quite often beer stores decorated with wood , starting from walls, kegs, and ending with furniture.
• Widely applicable Irish pub style . The combination of a brick structure with wooden cladding always looks interesting.

You can come up with a special design that is unique.

The ban on sales in tents and kiosks led to a decrease in the consumption of packaged beer. But the number of retail outlets offering draft beer is constantly growing. If the store format and location are chosen well, this business brings in good income.

A relatively low entry barrier and quick payback are a feature of the beer business. But it’s not enough to know how to open a draft beer store from scratch. To avoid having to close it after a year, you need to take into account legislative nuances. There are two main forms of beer retail:

• catering point: bar, cafe, pub, restaurant - bottling and consumption at the point of sale;
• store: retail space, place in a supermarket - retail takeaway.

For the former, there are no restrictions on working hours and location. Attendance is more stable, with less seasonal fluctuations. But the financial costs are quite high. Retail sales of takeaway beer are more sensitive to the season; however, less beer is consumed in winter. The costs, however, are significantly lower, and there is also the opportunity to save on taxes and rent, since a large area is not required. When choosing a store, you need to figure out:

• where is it better and in what format to open it
• in what order and how to register a point
• Is it profitable to open a franchise business?

Store format

Since 2013, sales at non-stationary trade points - pavilions, kiosks, and summer tents - have been prohibited. It was through them that most of the so popular “live beer” was sold. Now they use for trading:

1. non-residential premises of houses, arranging small retail outlets;
2. rented space or retail space in a supermarket;
3. specialized stores in a separate building or part thereof.

Retail outlet in a residential building

Traditional type of beer retail. The most advantageous location is considered to be in a residential multi-storey area, or places where there is a large concentration of youth audiences. Entrance is required from the street, store area from 30 to 50 sq.m. The territorial coverage is small, within a radius of 400 to 800 m. The assortment includes up to 10 varieties, focusing on the middle, low price category, popular brands of local producers. It very much depends on the season and the proximity of competitors.

Renting a retail space in a supermarket

An obvious plus is a lot of traffic. The best place is considered to be located opposite the grocery checkout or near the entrance. The rental cost, of course, is increased, but you don’t need a lot of space to place the equipment: usually 5-12 square meters are enough, from 5 to 15 types of beer are sold, more than half of them are inexpensive. In advance, you need to take a closer look at who goes to the store, what kind of contingent it is: the bulk of potential buyers are men from 20 to 40 years old.

According to the Beer Business magazine, after 2013, the redistribution of buyers actively changed in favor of modern types of sales, flowing into mini and supermarkets. Now this process has slowed down, but their share already significantly exceeds the share of traditional types of retail - convenience stores.

Specialized beer store

The location of a luxury store is usually chosen in the center, near prestigious shopping centers. Good repairs are being carried out, the decoration and clothing of the staff reflect a certain flavor. The assortment is as wide as possible, containing 20-30 varieties of drinks, including non-alcoholic varieties. Solid commercial equipment, cooling chambers, defoamers, racks for fish, cheeses, and shrimp are installed. The share of revenue from related sales is about 25%.

Step-by-step procedure for opening a store

In general, it differs little from the organization of other types of trade, with the exception of one feature. Beer is an alcoholic beverage, its circulation is limited by the relevant law (No. 171-FZ, November 22, 1995). Below we will look at what it takes to open a draft beer store, where to start, and several franchising options. If you do everything in order, you need:

1. choose a location taking into account restrictions and prohibitions;
2. register an enterprise; choose a tax system;
3. obtain the necessary approvals and notify about the start of activities;
4. prepare and place in the store all required documents.

Restrictions on area, location, trading mode

The location actually determines the entire chain: the number and contingent of buyers, assortment, price category, choice of suppliers, and ultimately, revenue. Note that this limits the choice.

1. The premises for sale must be stationary; Own or rented - it doesn't matter. This must be a building (part of it) on a foundation, connected to utilities.
2. There are no minimum requirements for the total area, but a separate retail space and storage space must be allocated.
3. Stores cannot be placed:

   in children's, educational, medical, sports institutions and in the surrounding areas; the list includes camps, tourist centers, sports complexes, youth palaces - regardless of whether they are public or private; hospitals, clinics, ambulance stations (except pharmacies); stadiums, sports facilities;

   in crowded places: train stations, bus stops, waiting rooms, metro, cultural and recreational organizations; The ban does not apply to the sale of beer simultaneously with the provision of food services.
   Questions regularly arise about determining the permissible distance. It is established by order of local authorities, as is the list of relevant objects. In different regions: from 25 m to 150 m. Measured from the entrance of the store to the door of the facility, or the entrance to the territory if it is fenced.

4. Trading is prohibited from 11 pm to 8 am. Regional authorities may introduce additional restrictions, up to and including a complete ban. The restriction does not apply to low-alcohol drinks (up to 0.5%).

Business registration and registration

Organizations and private entrepreneurs can transport beer and sell it at retail. The latter do not have the right to engage in production, wholesale, or import. If large scale is not planned, the easiest way is to register as an individual entrepreneur at your place of residence. It will take no more than 5 days and will be automatically registered with the Pension Fund of Russia and the Federal Compulsory Compulsory Medical Insurance Fund. Advantages: simplification of accounting reporting and cash discipline.

See how the EGAIS system works in the retail sale of alcohol

Your own business or a franchise?

At the start, almost every entrepreneur considers the option of opening a draft beer store as a franchise. The advantages of using a proven business model are known; it provides savings:

1. on advertising (developed brand, symbols, branded clothing);
2. on the purchase of equipment (often included in the franchise package);
3. on the price of the product (supplier discounts due to large purchase volumes).

There are also disadvantages. Some sellers of ready-made businesses set restrictions: based on the population of the city, location. It is not always possible to find a suitable format or assortment, and it is often more profitable to work with local suppliers. Below is a brief description of three draft beer franchises.

• "Buchen House". The cost of a lump sum contribution is 10,000 (up to 10 varieties) - 60,000 (more than 20 varieties) rubles. Premises and equipment are provided independently. Centralized supplies, with an assortment of up to 30 imported (Germany, Czech Republic, Belgium) and Russian brands. It is possible to reduce the contribution to zero; the royalty amount is negotiated individually.
• "Beer Boutique". The entrance fee starts from 185,000 rubles, includes: renovation and decoration of the premises, installation of a bar counter, rental of equipment, first delivery of goods, staff training, assistance in accounting. Rent of premises (8-12 sq.m.) at the expense of the franchisee. There are no royalties, but there are deductions for advertising.
• "Beer&co". Initial payment from 300,000 rubles, no royalties. Own investments - from 1,100,000 rubles. Specialized stores with an area of ​​50 - 120 sq.m. They are decorated in a corporate style, with an assortment of drinks and snacks (snacks, seafood) from only one supplier, Pivzavoz.

If the franchise concept fits well into your plans, it’s a convenient option. But many businessmen choose independence and the opportunity to flexibly manage their business.

Addition

If you need a detailed business plan with calculations, then check out the BiPlan Conslating offer. There are 2 versions available: paid and free, the paid version contains all the necessary calculations for obtaining a loan and subsidy. .

Many people are attracted by the idea of ​​opening a business selling goods that are guaranteed to be in demand among the population. That is why many people start their own business by opening a grocery store or cafe. There will always be people. However, we can just as confidently say that people will continue to drink alcoholic beverages. And one of the most popular types of alcohol is beer.

The advantage of selling beer over selling other alcoholic beverages is that you do not need to purchase a license to sell it. Nevertheless, this type of business itself is not at all simple and will require you to know many nuances and pitfalls.

First of all, you need to decide on the format of the institution. You can open either a small retail outlet at the exit from a large supermarket or a full-fledged store with a separate entrance and a wide range. This business plan is designed specifically for opening a separate store.

The next step is to determine the target audience and product range. After all, you can limit sales to a few types of beer, or you can expand the range to include snacks, soft drinks, cigarettes and other related products.

After this, you will have to choose a location, conclude a lease agreement and decorate the premises. Particular attention should be paid to this stage.

Registering a business and obtaining permits is a particularly important stage of opening. Moreover, in 2016 the trading procedure became more complicated due to tightening state control.

There will be considerable investments in this type of business. But the bulk of the investment is in working capital, and commercial equipment can be rented from the supplier.

The investment amount is 800,000 rubles.

The break-even point is reached in the third month of operation.

The payback period for investments is from 7 months.

Average monthly profit - 130,000.

2. Description of the business, product or service

The idea of ​​the project is to open a store whose main product is beer. This drink is available in a wide range: more than 20 types of draft beer. In addition, the buyer will be able to purchase additional snacks, as well as souvenirs: mugs, glasses, etc. The entire list of products sold is presented below:

• Draft beer: light, dark, unfiltered;
• Imported bottled beer;
• Non-alcoholic drinks: lemonade, kvass, juices, water;
• Cigarettes: more than 200 items;
• Related products: lighters, chewing gum, chocolates, coffee, tea, chewing candies, sweets, condoms, hookah tobacco;
• Snacks by weight: fish snacks, squid, meat snacks, pistachios, peanuts, crackers, smoked cheese;
• Assorted snacks: nuts, chips, crackers, seeds, popcorn.

The cost of draft beer ranges from 60 to 250 rubles. per liter The markup ranges from 50 to 100% depending on the type of beer, as well as the state of the competitive environment.

The volume of beer sales strongly depends on the seasonality factor. High demand is observed from May to September, while in winter revenue decreases significantly. During the cold season, the beer store survives on regular customers. Therefore, in order to neutralize the risk of being left without profit in cold weather, from the beginning of the opening you should actively develop a circle of regular customers. It is better to open a store between March and May, as in this case you have the opportunity to develop a large customer base by the winter season.

It is worth noting that assortment preferences change throughout the year. In summer, consumers prefer “light” beers, and in winter they opt for “strong” ones. Based on this, inventory balances should be regulated, as well as the optimal order size should be formed. The faster the goods in your store are updated, the more customers will come to you.

3. Description of the sales market

The target audience of the project consists mainly of men - 70% of the total target audience. Age - from 18 to 55 years. Women make up 30% of the target audience. A significant share of sales comes from people aged 25 to 35 years.

The beer store is visited by both regular customers who regularly drink beer in large quantities, and people from passing traffic who entered the store “on the way.” The latter make up approximately 25% of all buyers.

The main flow of clients are residents of nearby houses. That is why a location in the city center is unprofitable in advance for this type of business.

The direct competitors of the draft beer store are the same retail outlets. Large federal chains selling cheap bottled beer also pose an equally serious threat. However, developing a unique selling proposition will help you get ahead of your competitors and occupy a free niche in this business. The emphasis can be on a wide range of products, high quality service, or providing discounts and bonuses to regular customers.

The main asset of your company is a strong reputation. Therefore, special attention should be paid to maintaining order in the store. To do this, you need to install an alarm button to call security, as well as hang a video surveillance camera. If you don’t want to spend money on buying a camera, you can install a dummy. This will have a positive impact on both the discipline of sellers and the behavior of buyers.

Among the advantages over competitors are:

• High quality products - only trusted suppliers and the best varieties of beer;
• Organoleptic properties - all types of draft beer are many times superior to any bottled beer in taste and healthy characteristics. Even in closed kegs, such beer is stored for 30 to 60 days, and when opened, no more than 7 days. Thus, it is a natural product that retains many beneficial vitamins and minerals;
• A unique bonus system for customers - a multi-level program motivates them to bring friends and make purchases in your store;
• All varieties are always available;
• Absence of expired goods - constant rotation is carried out;
• Every holiday there is a promotion;
• Cozy, good-natured atmosphere in the store, pleasant interior;
• Availability of related products - snacks and cigarettes;
• Availability of non-alcoholic drinks - sale of kvass and lemonade.

With competent management of one store, the business owner has the opportunity to develop his own retail network. And since one store covers a circle of customers within a radius of 500-1000 m, it is possible to open additional points even in the same area. In this case, your company becomes known among wide circles of beer lovers, and a positive reputation ensures a continuous flow of customers.

4. Sales and marketing

You can also introduce additional products for sale that are stylistically suitable for the design and concept of the store. For example, matches, lighters, toothpicks, glasses, and so on.

A good way to attract and retain a client is to develop a cumulative bonus system. In order to use it, the client must purchase a bonus card.

• Each purchase earns 5% bonuses;
• Bonuses do not expire, that is, they do not expire over time;
• Bonuses “tie” people to the store. That is, if given a choice, the client will always come to the store where he has a discount or bonuses;
• Many people have already gotten used to and love bonus accumulation systems (they use Gazprom, Lukoil, Sberbank cards);
• Payment for purchases with bonuses can be made either in full or in part (you can also set a limit - “no more than 20%”);
• Increased bonuses can attract customers and even lure them away from competitors (for example, a 30% promotion on a bonus card);
• The advantages of a bonus card over a discount card are that no more than 70-75% of all accumulated bonuses are spent, while a discount is always provided.

Customer loyalty is also increased by additional services such as the ability for the buyer to pre-order and then pick it up at the appointed time.

Track the reaction of customers to each promotion you conduct. Ask them personally, arrange surveys, keep a book of reviews and suggestions - this way you will learn about changes in customer needs in a timely manner.

5. Production plan

State registration. To open a beer store, registering as an individual entrepreneur is enough. LLC is required for the wholesale sale of beer drinks. The chosen taxation system is the simplified tax system (6% of income);

• Searching for premises, concluding a lease agreement;
• Repair work, design;
• Purchase of equipment, installation;
• Obtaining permission from the SES and Fire Service;
• Recruitment;
• Search for suppliers and formation of working capital;
• Installation of a cash register, as well as connection to the EGAIS system;
• Notification of Rospotrebnadzor about the start of activities;
• Conducting a marketing campaign;
• Beginning of work.

When choosing a premises, you need to take into account the range of products offered, the proximity of competitors, fire safety standards, and also take into account the number of people passing through.

Thus, the following requirements can be presented to the premises for organizing a store that provides more than 20 types of beer:

• The area is a residential area;
• Room size - at least 40 sq.m., 1st floor, two exits (according to Fire Inspectorate standards);
• Location - at a distance of at least 100 m from educational and medical institutions;
• The entrance to the store should be located on the first line, not in the courtyards;
• No competitors within walking distance.

In order for your store to be perceived by the consumer not as a cheap pub, but as a real boutique of draft beer, you need to pay attention to the name of the store, its external design, as well as its internal design. To do this, you should use the services of a designer, purchase building materials, make repairs, and order a sign.

The next step is the purchase and installation of equipment. Often distributors of large beer manufacturing plants offer equipment rental or even provide it for free. Conditions should be negotiated separately with each specific supplier.

After you have completed the repairs and installed the equipment, you need to obtain permission from the Fire Station and the SES. As a rule, if the premises have already been rented out before and you have not done any redevelopment, then the landlord already has the necessary documents.

During the recruitment phase, you will need to conduct interviews and select two suitable candidates for the sales position. In addition, you need to outsource an accountant.

When choosing suppliers, you should pay attention that imported beer costs several times more than Russian-made beer. It is better to work with one large supplier who delivers fresh, high-quality beer on time.

On January 1, 2016, a law was introduced in the Russian Federation on the introduction of a system for monitoring and recording alcohol through the Unified State Automated Information System (EGAIS) system. To connect to the system, you must purchase a software and cash register system compatible with EGAIS, the UTM system and a JaCarta key with an electronic signature.

All that remains is to notify Rospotrebnadzor about the start of trading and announce the date of the store’s festive opening. Proper implementation of the opening campaign will provide you with a flow of customers on the first day of work.

6. Organizational structure

During the first period of work, the only representative of the company's administrative staff is the director. His responsibilities include:

• Searching for suppliers and concluding contracts;
• Development and implementation of marketing campaigns;
• Drawing up sales plans for 1, 3, 6 months;
• Monitoring the timely opening and closing of the store;
• Management of the company's financial resources;
• Recruitment of personnel and issuance of wages;
• Regular payment of lease payments, as well as renewal of the lease agreement;
• Monitoring the activities of competitors;
• Development of a company development strategy.

To ensure the continuous operation of the store, salespeople should be hired. At the opening stage, two sellers will be enough, working on a schedule - 2 working days every 2 weekends. The seller's salary is 500 rubles. per shift + 2% of total revenue per month. The fixed part is paid daily at the end of the shift, and the interest part is paid once at the end of the month. This method of remuneration motivates sellers to increase sales.

A beer store requires certain specifics of work:

• Firstly, the possibility of incorrect behavior on the part of buyers. In order to make the seller's work more comfortable, a video surveillance system is installed in the store. Moreover, at the entrance you should definitely post a notice about the presence of video cameras, even if in fact a dummy is installed. In addition, servicing intoxicated persons can be strictly prohibited.
• Secondly, working with alcoholic products on tap attracts the seller from the point of view of opportunities to deceive and carry out fraud. A video surveillance system will prevent such behavior from your employees.

In this regard, it is important to take the selection of personnel seriously, as well as develop a checklist for assessing the quality of the seller’s work. Here are sample points from such an internal document:

• Clean work area;
• Neat appearance;
• Friendly customer service;
• Informing all customers about the availability of a bonus program and current promotions;
• Cleaning after work;
• Regular removal of inventory balances;
• Formation of orders for suppliers;
• Cash control, keeping a log of purchases.

For each item, evaluation criteria must be developed. If at least one condition is not met, a fine is imposed.

Beer stores and points selling draft beer are a relevant business option in any city: they are popular, profitable, and easy to manage. However, opening a store is not that easy. One of the main problems that entrepreneurs face is paperwork for a beer store.

In 2016, amendments were made to the law “On state regulation of the production and turnover of ethyl alcohol, alcoholic and alcohol-containing products and on limiting the consumption of alcoholic products.” Read the article about what documents and permits are needed to open a draft and bottled beer store in 2017.

Documents for opening a beer store: business registration and OKVED

For retail sale of beer, it is enough to register an individual entrepreneur. Open an LLC if you plan to do wholesale.

For individual entrepreneurs there are several convenient taxation systems - patent, simplified system or UTII (Unified Tax on Imputed Income).

Suitable OKVED codes:

• 52.25.12 - “Beer retail”
• 47.25.1 - “Retail sale of alcoholic beverages, including beer, in specialized stores”
• 47.11 - “Retail trade primarily in food products, including drinks, and tobacco products in non-specialized stores”

You don't need an alcohol license to sell beer!

According to the latest requirements for premises, the store must have a sales area and a warehouse. The total area is at least 50 m2. You must have a lease agreement or proof that the premises are your property.

SanPin: list of documents for a beer store

Sanitary standards are set out in SanPin 2.3.4.021-94 “Sanitary rules for food trade enterprises.” We are preparing a long list of documents without which it is impossible to open a draft beer store:

• Permission to locate a store. Carefully study the requirements for business location!
• List of products sold agreed with Rospotrebnadzor.
• Agreements on preventive measures of disinfestation, disinfection and deratization.
• Agreement on waste removal and disposal.
• Contract for disinfection of ventilation and air conditioning systems.
• Sanitary and epidemiological conclusion of Rospotrebnadzor.
• Production control program.

Consumer Corner

• Text of the Law “On Protection of Consumer Rights”
• Book of reviews and suggestions
• State registration certificate
• Book of complaints
• Conclusions of regulatory authorities and their telephone numbers
• Evacuation plan
• Warning that the sale of alcohol to minors is prohibited

Permission to open: fire safety

In order for the State Fire Marshal to issue a permit for a draft beer store, the following documents must be provided:

• Fire alarm installation confirmation
• Evacuation plan
• Fire Safety Magazine

For fire safety requirements, see SNiP 21-21-97 “Fire safety of buildings and structures”, in the Decree of the Government of the Russian Federation dated April 25, 2012. No. 390 “On the fire safety regime” and the Order of the Ministry of Emergency Situations dated March 25, 2009 “On approval of the set of rules...”.

Requirements for opening a beer store: EGAIS and online cash register

EGAIS is an automated system for state control of production volumes and turnover of ethyl alcohol and alcoholic products. Connection to the system is required.

To register in the program, obtain a crypto key and make an electronic signature. This can be done at any certification center in the city. The second key will be issued after registration on the EGAIS website.

How to use the program? The entrepreneur registers the purchase in an electronic invoice, or rejects it if the quantity or quality of the product does not correspond to it. After this, the purchase data is automatically sent to the online cash register. There is no need to register the retail sale of beer.

Cash machine must be compatible with EGAIS. Experts advise installing online cash registers. According to the regulations, checks must have a QR code and a WEB link to the FS RAR website. Documents for cash register equipment:

• KKM card and passport
• Cash register service agreement
• Cashier-operator's journal

Alcohol declaration and alcohol logbook

Alcohol declaration submitted once a quarter to RosAlkogolRegulation. It is designed to regulate the circulation of alcoholic products and keep records of them. Read more in the Decree of the Government of the Russian Federation dated 08/09/2012 No. 815 “On the submission of declarations on the volume of production, turnover and (or) use of ethyl alcohol and alcohol-containing products and on the use of capacities.” Individual entrepreneurs selling beer fill out declaration No. 12.

Data driven alcohol log book entrepreneurs draw up a declaration. Read about the journal in the order of RosAlcoholRegulation dated June 19, 2015 No. 164 “On the form of the journal for recording the volume of retail sales of alcohol and alcohol-containing products and the procedure for filling it out.” The log is filled out every day or no later than the next business day.

Documents for opening a draft beer store: let's go to success!

The documents for opening the store have been collected, permits have been received and the draft beer store is ready for work. Now business revenue depends only on you. We wish you long lines for beer and high profits!

Does the list of documents dazzle your eyes? We have a solution - a ready-made business. In this catalog we have collected offers from ready-made beer stores in St. Petersburg. Business for Moscow, see.