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Natural - the so-called village and farm - products are becoming more and more popular in large cities. Yes, they are more expensive than standard products in supermarkets, but many people switch to them for health and natural reasons. Entrepreneur Alexander Sidorov from Novosibirsk opened a small chain of stores "Na zdorove!" four years ago. During this time, he made the business profitable, but he is motivated by more than commercial considerations - he wants to make village food available to everyone. About why he started trading in natural products and when his business will become truly profitable, Alexander told the site.

"I don't want to eat food!"

The idea to sell natural products began with the fact that, in the course of my advertising company, I somehow met with people who produce such products. I made labels, websites, etc. for them. The guys from the village of Sosnovka gave a taste of cheese, I liked it, they got into conversation. They buy raw milk, and they make cheese from it using the correct technology, namely from whole milk. The cheese is quite expensive, they explained to me why - it just takes 8-10 liters of milk per kilogram of cheese or cottage cheese. 250 rubles turns out the basic cost of cheese, and you still need sourdough, and also work, well, plus a profit to get.

The second thing that prompted me - to be honest, I'm tired of looking for good products in supermarkets. Shopping in the supermarket turns into hours of reading labels - you take goods from the shelf, read, put them back, and so on dozens of times to find something normal.

For example, I really do not want to drink tea with flavors, I want to drink tea with real bergamot oil. Therefore, I choose tea, where it is written in the composition - without flavoring. Or so that there is no monosodium glutamate, for example, in spices. A set of spices, seasonings for chicken - glutamate is everywhere. Well, how can you buy that, why am I going to shove it into myself with my own hands?

So I'm tired of it, to be honest. Then I realized how meat sausage differs from other types. Some kind of phosphates ... What phosphates ?! Well, I personally don’t want to eat this sausage. I don’t want to eat food at all, I want to buy normal food!

That is why it has so successfully grown together that these two interests of mine are helping good manufacturers to promote their products, and for myself and ordinary people to make these products available. Accessibility is achieved in two ways. The first is simply that they are somewhere. Second, the price is more or less adequate. In principle, they are all not that expensive and if you look at it. There is no one that is two or three times more expensive than in a supermarket.

"We select the goods honestly"

I sell only natural products, I take them from those who do not use preservatives, flavor enhancers, substitutes, etc. We opened a small point in a shopping center and began to trade on the sly. It was four years ago, it started out hard enough, and it’s not easy now. You can make serious money on this only when there are some large volumes, high turnovers. For now, we must be glad that it exists, and at least it is cost-effective.

First, we started selling milk - from the villages of Sosnovka, Maslyanino. The people noticed us, started asking - why don't you sell sausages? Is there a natural sausage? Yes, I have! We went to Altai, bought it, brought it, tried it. Yes, natural.

Manufacturers appear at fairs. I think that farmers have just started making normal products. When a person comes to me, I say - I need a label, I need ends, I need a guarantee, not even a certificate, certification is voluntary, no one requires. But simply, if I brought it "from Aunt Vali" - I will not trade.

I have to see how to store the product, how to implement it, the timing - everything should be. Write that you are Ivan Ivanovich Ivanov, your phone number, where you are, indicate the composition of the product, write the date of production. I don’t want people who buy from me to even suspect that we have changed something there.

Now I have about 30 suppliers, completely different. Farm goat milk is made by our Novosibirsk region and Altai. The site helps a lot, people find me well on it.

Manufacturers are interested in sales, of course, it is difficult for them to sell their products. A good product, firstly, it is also more expensive than what is in the supermarket, secondly, it has a certain deadline, and thirdly it will not be sold everywhere. If you just put ordinary products and farm products in a supermarket, they will be lost there, they will never even be found, no one knows them. Stores like mine are convenient, a person comes, he trusts us, he knows that we honestly select the goods.

"Our products cannot be received tomorrow"

Our website was created Natprod first as advertising, because it was necessary to somehow promote, and the cheapest advertising on the Internet. And it was necessary to show the assortment, we did not even think that it would be possible to sell through the site. We made a catalog, posted it on the site, described the products. Since we have few competitors, it is natural that the site has advanced well itself. Our product is unique in many ways, well indexed, well located. The main thing is that they are looking for him, and whoever is looking for - finds me. Now sales are going well through the site.

We already have three stores, they are separately standing. In shopping centers, you can, of course, open, the flow is large, but it is left-handed, people just go to take a look. I rent premises, open small points. Village type shops, from 8 to 15 "squares".

In my opinion, it is impossible to have an online store where you can order products and delivery without a warehouse. There should be a warehouse store. That is, an online store and a real store, so that there is where to bring the goods. Our goods cannot be received tomorrow, there will still be terms - three days, five days, a week.

"There are no exorbitant prices"

We have a doctor's sausage, for example, - 500 rubles. And in the store, rubles 300-350. Milk sausages 450-500 rubles. They only contain meat. The difference is also in another - in the grade of meat. When you read the composition, for example, beef of the first category, or for example edged beef - the veins, then, are removed. Or low-fat pork, semi-fat pork - this is the grade. People are very clear about their concept. There is good meat that can be used on this sausage. If this meat is not there, I beg your pardon, this sausage simply does not exist.

I choose the price based on profitability. Naturally, I have no exorbitant prices. My profitability is somewhere in the region of 35-40%. My goal is to make this food affordable. The usual things are pawned - transport costs and a margin. In principle, sausage, for it, a 50% mark-up is obtained. The average markup for all goods is no more than 42%, somewhere - 50%, somewhere - 33% - for milk, for example. We try to keep the price lower for milk.

In total, we have more than 200 items in the assortment, only sausages of different types are 20. Everything is simple here, the profit depends on the turnover, the turnover depends on the buyers. When, in the end, this mass is shot - in principle, everything will work out. The point here is fame, advertising. The demand for such goods among people has already formed, just not everyone knows where to look for us. We are already at least paying off.

"I bought it myself - and you eat"

I have a small business, of course I plan, I look at my sales, the sales account is kept, where I see how much is sold per week, how much per month on average. I imagine how much I can sell now. Naturally, we order a little more, in case there is more demand. We can be wrong, wrong - next week ordered less. We get milk every day, so we plan sales for a day or two. We plan to sell sausages for a week, and plan for poultry meat for two weeks.

I realized that any people can buy it. For example, a pensioner comes and buys sausage - and in fact it is almost one and a half times more expensive than in a supermarket. If you need to convince someone, I say, you just buy another sausage and compare the taste and quality.

The site shows exactly who our customer is, who comes in, there is a metric there. I can say for sure that the main audience that is at least interested in the site and finds us on the Internet is young people 25-35 years old, this is the main audience - 40%. Of these, women predominate in a proportion of 2/3. At the same time, we have a good percentage both 35-44 years old and 18-25 years old. They just buy different goods. More yoghurts, more snacks - this is the youth.

I eat from my stores myself, I don't lose my head now. I bought it myself - and you eat. My mission is to make natural food available to most citizens, not the wealthy. It is not the richest people who buy, they just understand that it is useful.