A hardware store is a promising type of business with a payback period of 12-15 months. with a profitability of ~20%. The Russian construction market is developing annually at a moderate pace of 7-15%, this is explained by an increase in the number of new real estate commissioned, capital and dacha construction. The direction of development of the construction industry is strongly influenced by government policy and financial condition. During crises, the purchasing power of the population falls, which leads to a decrease in the volume of real estate purchases and a decrease in sales of materials for construction stores. In the article, we will analyze how to open a building materials store from scratch.

Advantages and disadvantages of opening a hardware store

The main target audience of a hardware store: builders and foremen. Let's look at the key advantages and disadvantages of starting a clothing store.

About 80% of the entire construction market is divided between large network companies(according to ABARUS Market Research). There is a trend towards a decrease in the number of retail construction and hardware stores and their displacement by chain stores. Small stores cannot provide either a wide range or low prices(as for example in LeroyMerlen), their only competitive advantage may be the proximity of the location to objects under construction, residential complexes, cottage villages, etc. Building materials sell better in the spring and in the period September-October. In summer, sales decrease to 70-80%, and in winter to 50-60%.

How to open a building materials store: main types

To open a hardware store, you need to determine its type and the required initial investment.

How to choose a store location

To make a choice, you must first evaluate the environment of the future store. Since the store is an offline business, close proximity to new buildings, residential complexes, construction markets, and busy highways will be a key success factor. There are no strict requirements for the premises for a hardware store, an important condition is the availability of parking spaces for customers' cars. There is no need for a special aesthetic appeal of the room - everything should be extremely functional. The optimal area will be a store >200 m2, smaller stores are not profitable due to the small breadth of the assortment. The premises must be provided with ventilation and compliance with fire regulations. To open a small store, it is recommended to have own premises, if the room is more than 500 m2, it is more profitable to rent it.

One of the advantages of opening a hardware store franchise is its belonging to the network, regular suppliers and a wide range of products, technical and Information support franchisees, debugging business processes, staff training (communication scripts). The average cost of a franchise is ~350,000 rubles.

Supermarkets and small wholesale bases are usually located outside the city limits, since it is difficult to find such premises in the center. The place is chosen with convenient transport interchanges, but in a non-residential fund, in order to avoid problems with the fire department. For a super-large object, it is advisable to provide for a railway connection.

Search for partners and suppliers

One of the difficulties of opening a hardware store from scratch is finding and working with suppliers, many suppliers require prepayment for goods and materials. If you establish yourself as a reliable counterparty, then you can agree on preferential terms of delivery, supplying goods for sale without prepayment. These conditions release additional funds for business development.

It is more profitable to order some construction materials/equipment from China. To find Chinese suppliers, you can use large international portals, supplier aggregators: Aliexpress.com, Taobao.com. It is not necessary to know Chinese / English, there are many intermediary firms in the Russian Federation that can deliver them from these sites.

Product range

Without a properly selected assortment, the profitability of a building materials store will be low. A simple strategy would be to copy the range of successful competitors.

• If you open a small store that is not a representative famous brand, then focus on the mass buyer. Sell ​​inexpensive tools and materials in a broad range. Despite the low prices, the goods must be of high quality.
• Distributors cannot independently set the cost of goods, because all prices are strictly regulated. The advantages of a distributor are the support of large suppliers and manufacturers: the provision of benefits and discounts when providing goods.
• Medium and large building materials stores sell goods of different price segments: expensive and cheap. This combination allows you to increase profitability.

If there is not enough demand for certain commodity, don't give it up completely. For trade in construction products, the breadth of assortment is important; many buyers make complex purchases to solve various construction problems.

How to open a hardware store: business registration

To open a hardware store, you must register with the local tax office according to one of the organizational and legal forms of doing business: individual entrepreneur(IE) or LLC. The table below shows the main stages of registration, the advantages of the form, and the required list of documents. When registering a business, you must select the type of activity according to the OKVED classification codes. This is an important procedure, approach it responsibly, not indicating the type of activity and not paying taxes will lead to litigation. OKVED codes for a hardware store:

52.46 – (for a paint and varnish store); 52.46.1- “ Retail hardware”; 52.46.2 – (for a paint, varnish and enamels store); 52.46.3 – (shop of glazing materials); 52.46.4 – (shop selling equipment for crafts); 52.46.5 – (sanitary equipment store); 52.46.6 – (shop of gardening equipment and tools); 52.46.7 – “Retail trade in construction materials not included in other groups”; 52.46.71 – (trade in timber); 52.46.72 – (sale of bricks); 52.46.73 – (sale of metal and non-metallic structures). If you intend to trade through an online store, then the OKVED code is suitable: 52.61.2 - “Retail trade carried out through teleshopping and computer networks(electronic commerce, including the Internet).

The optimal choice of preferential taxation system for a hardware store would be UTII (single tax on imputed income), in order to switch to this system, a municipal law on the possibility of application of UTII at the location of the store. There are conditions for the transition to UTII: up to 100 employees and the cost of fixed assets up to 100 million rubles. The interest rate on UTII is 15%. The advantage of this tax is its linkage to the physical data of the store: area, number of employees, etc. This is beneficial when opening a small store.

If in your region it is not possible to switch to UTII, then an entrepreneur or organization it is optimal to choose the simplified taxation system (simplified taxation system) income minus expenses with an interest rate of 15%.

When registering a business, you must immediately apply for the transition to a preferential taxation regime (UTII or STS), otherwise the next opportunity to apply will arise only at the end of the current calendar year.

Necessary documents for running a store

Below is a list of all necessary documents for store operation:

• documents from firefighters and SES;
• copy of certificate of state registration with the signature of the manager and the seal of the enterprise;
• a copy of the lease agreement or certificate of ownership of warehouse and retail premises;
• tax service certificate confirming registration;
• certificate of work schedule signed by the manager;
• document confirming the level of education and qualifications of the manager.

Advertising

For offline business, location is important - this is the best advertising and opportunity to get potential clients. If there is no traffic of visitors, then the location of the store may have been poorly chosen. Additional advertising may be the use contextual advertising Yandex or Google. This allows you to attract target customers to the online store website (or landing page).

Store staff

The main staff of the store are sales consultants. When hiring employees, >3 years of construction experience is required. To reduce search costs through recruiting agencies, you can use free message boards avito.ru, irr.ru or thematic forums. Initially, the seller may be the entrepreneur himself. To increase the number of sales, it is necessary to constantly train staff in sales, develop selling scripts and introduce a system of rewarding the seller when fulfilling the sales plan.

Comparison of wholesale and retail trade

The table below compares wholesale and retail.

Rating of business success factors

1. Store location.
2. Seller qualifications. The desire to work towards the end result.
3. Trust of suppliers of goods, deferred payments and discounts provided by them.
4. Warehouse and store area.
5. Advertising support point of sale.
6. Proper organization of the operation of the retail outlet and the display of goods.

Evaluation of the attractiveness of a business by a magazine website

Business profitability	(4.0 out of 5)	Business Attractiveness 3.7
Project payback	(4.0 out of 5)
Ease of starting a business	(3.0 out of 5)
A building materials store requires moderate initial costs ~ 900,000 rubles. (if the store is opened as a franchise). If you open it yourself, the costs will increase by paid stocks of materials and equipment from suppliers and will amount to ~ 2 million rubles. A key factor in the success of the store is its location close to new buildings, residential complexes, construction sites. Business payback ~12 months. Sales growth is achieved through the introduction of continuous sales training for personnel and a system of incentives and motivation for fulfilling the sales plan. Business requires expertise in installation, construction, finishing works– this will allow you to orient buyers and select products to solve their problems.

Construction is one of the areas professional activity, which never stands still. Every year new materials and products appear on the market designed to improve the processes of building construction, repairs, etc. Naturally, trade in this industry must be strictly controlled, because otherwise negative economic phenomena may be observed - dumping, education shadow economy, monopolists and so on. In order to somehow cope with this task, in OKVED 2016, retail trade in building materials is divided into a large number of subsections Of course, there are fewer of them than in the case of food products, but sometimes finding the right code is quite difficult. The reason for this, in addition to the variety of options presented, is the heterogeneity of this field of activity.

Few entrepreneurs are engaged exclusively in the trade of bricks or timber. As a rule, such organizations offer a wide range of products for any need, from the raw materials themselves to tools, fasteners and related products. In addition, specialty stores usually have their own delivery and other services. And they already belong to another section of OKVED. So it turns out that in order to organize a normal business in this industry, you need to spend a lot of time selecting a combination of codes that would fully reflect the essence of your activity. But we will not delve into the specifics, but simply consider the main types of goods that are included in the concept of retail trade in building materials.

Products and names by groups

Let’s say right away that the Federal Tax Service tried to somehow make life easier for distributors of this type of product by combining some similar products into one subsection. A striking example of this is “47. ", which contains:

• Hardware trade.
• Glass products.
• Lacquer materials.

If your enterprise or store decides to sell just such a set at its points of sale, then you do not need to look for the code for each subtype separately. You can specify a general one, and that will be enough. If, for example, you sell glass and products made from it, but do not have paint names, then you will only have to enter subparagraph 47..3, and only if the sale is carried out in specialized stores.

By the way, this is a separate topic that also requires attention. According to OKVED, retail trade in building materials can be carried out in almost any way. The most common option is specialized retail outlets, special construction stores, where you can find any product for repair and construction. However, there is an alternative in the form of all kinds of stalls at the bazaar, stands in trading floors, trade through specialized Internet resources, etc. Many people simply want to maintain a warehouse with products and not have anything to do with the actual sale, doing only hot and cold calls and sending their goods through transport services. But it is worth remembering that in this case a completely different group of codes operates. All-Russian classifier species economic activity. And if you do not indicate them, and the tax office records the fact of sending and receiving for this Money, you face a serious fine and other sanctions. So, first decide on the method of trading and its tools that you will use, and only then register a new entity.

Other types of goods

Other products related to construction include: bricks, concrete blocks, timber, cellulose, metal and non-metallic structures, ready-made wooden crafts. You can also think about various solutions, sealants, connectors, solvents, etc. Accordingly, for each item, the 2016 edition of OKVED has its own codes, which you must indicate during registration if you intend to retail the above products.

Some difficulties and features

The building materials market is very heterogeneous and volatile. Due to the serious pace of global progress in this area, new types of products appear on store shelves, construction markets and other specialized places almost every day. Therefore, it is almost impossible to track and predict what your company will trade in a year. The only way out is to simply determine the direction and stick to this vector of development.

And in order to minimize contacts with government control authorities in the future and, at least for the near future after opening, forget about filling out official documents, before going through the registration procedure, prepare for this process. Find the OKVED database on the Internet, and in it section 47. under the letter “G". This is where the codes you need are located. You will have to sit for some time to find and fix the ones you need, but at the end of this operation you will have a powerful tool and everything necessary information to correctly fill out the forms required for registration.

IN last years The population of our country is actively building and no less actively renovating new and old apartments. Many cities are now experiencing a construction boom. And that’s why everyone needs building materials. Selling materials and other components needed for construction and renovation is a profitable business. Many entrepreneurs have understood this, which is why there are many stores with a similar focus. But there are still unoccupied niches and attractive opportunities in this business. Let's look at how to open a building materials store.

Store format

Building materials and accompanying product names are sold in different ways. In construction markets, small stalls, warehouse stores, construction supermarkets and regular hardware stores. Before starting this business, you need to understand what types of construction stores exist. And which of these types suits your capabilities. Or maybe you’ll study what’s out there and come up with something of your own. So, the conditional division of construction stores:

1. Small shops, from 20 to 50 sq.m. plus a warehouse of approximately the same area. Such a store usually presents one or two groups of goods, with 30 or more items. For example, wallpaper. Or paint. Or floor coverings. Along with the main group of products, related products can be sold. For example, wallpaper and wallpaper glue of several types, suitable for the types of wallpaper present in the store’s assortment.
2. Larger stores, up to 200 sq.m. total area, the area of ​​the sales area in this case can be 100-120 sq.m. Such a store may offer several dozen product groups. There may be wallpaper, paint, several types of flooring, plumbing, boards, and pipes. The total number of product articles can reach 5-6 thousand items.
3. Large construction stores with a sales area of ​​1000 sq.m. and extensive storage facilities. Such a store usually has at least ten departments, where you can find almost everything you might need for repairs and construction. Product groups number in the hundreds, and names in the thousands.
4. Store-warehouse. There is no division into warehouses and sales areas. The goods are presented to customers in the volumes and quantities that are available in the store. On average, the sizes of such complex trading enterprises range from 2000 to 3000 sq.m. But there are also small stores, warehouses, where goods of one or two directions are sold.

Required Documentation

First you need to register in the United State Register How entity. After that, you can receive a certificate of registration with the tax authorities.

Typically, hardware store owners choose one of two legal forms doing business - (IP) or (LLC). IP is convenient if you do not have a very large store, and you are its sole owner. An LLC is usually used for a larger business and if there are co-founders.

You will need to choose a tax system. This choice may depend on local laws, and laws may vary from region to region.

A convenient tax is UTII (), in most regions of the country, all retail trade enterprises, which include a building materials store, fall under it.

If in your city UTII for this kind activity is not provided, then you can choose the simplified tax system -. This tax is 6% if the object of taxation is income, and 15% if the object of taxation is income reduced by the amount of expenses.

Since 2014 introduced new system taxation, patent. It consists in acquiring a patent for each type of activity. This system of taxation is possible only for individual entrepreneurs.

You should receive a notification from the State Statistics Committee that your enterprise has been assigned codes according to OKVED (All-Russian Cadastre of Economic Activities) that correspond to your business activities.

In addition, you will need to obtain permission from the following authorities:

• City Administration.
• Chamber of Commerce.
• Fire inspection.
• Traffic police (when organizing parking).

Shop space

Criteria for choosing a location for a building materials store:

• Close proximity to a busy highway constant flow cars
• Area of ​​new buildings.
• in the major construction market.
• Close to similar stores that do not duplicate your store.
• In the area of ​​the industrial zone of the city - there you can find suitable premises at a favorable price.
• The premises must be in a non-residential area, so firefighters will not allow the sale of flammable substances, which make up a significant part of the assortment of a hardware store, in a residential area.
• There must be ample guarded free parking next to the store.
• Convenient access roads should lead to the store.
• For a large warehouse store selling large quantities of bulky goods, it is desirable to have access railway tracks.
• The store must comply with the requirements of the SES and fire inspection for the conditions of storage and sale of goods.

The next question that needs to be decided: rent or buy the premises? Owning a premises is, of course, convenient, but it requires large investments who won't be back soon.

Therefore, if you already have your own suitable premises, great. This will solve a lot of problems. If there is no premises and you do not have substantial initial capital, then better room for shop rent. Perhaps it will be a lease with a subsequent purchase if your store does well and you have a stable high income.

Store equipment

The set of equipment is standard and simple and includes:

• Single-sided racks attached to the walls for displaying goods.
• Double-sided shelving, which is located in the central part of the hall.
• Display cabinets with glass doors to accommodate small-sized goods.
• Showcase counters for some departments of the store.
• Retail nets for hanging suspended goods.
• Fasteners and hooks for placing goods on the walls.
• Packing table.
• Cash register, one or more.
• Trolleys and shopping baskets.

Product range

Choosing the groups of products that should be in your store should be after considering the following questions:

• Store size. If you have a large supermarket, then you can have a wide and varied assortment. If your store is small in size, then you need to choose one direction.
• Availability of similar stores in your city or area. If you want to sell floor coverings, make sure there is no similar store nearby.
• Buyers' needs. Study the market construction goods, find out what is in short supply and what goods are in abundance.

In any case, your store should have a wide range of products. The modern buyer is spoiled by the abundance of goods and is unlikely to return to the store with a meager assortment. If the area does not allow you to exhibit a large number of goods, you can work according to catalogs, under the order.

Let's list the standard product groups for a building materials store:

Suppliers

Suppliers can be searched personally by visiting all the wholesale bases of the city, or via the Internet. The first method is convenient because it is easier to agree on conditions through personal contact, the second is because you don’t have to go or drive anywhere, you just need to look through the catalogs of the companies you need and compare prices.

Don't limit yourself to suppliers that have a presence in your city, especially if your city is small. Look for suppliers in nearby major cities. This is usually more beneficial.

Often large bases deliver goods to neighboring cities for free for large enough orders. In many cases, you can not only submit a request for a product, but also enter into an agreement with the supplier via the Internet.

Store employees

To open a hardware store and ensure its prosperity, you must find experienced employees. Your store should be managed by a person who has worked in this field for several years. After all, the range of goods, contacts with suppliers, and personnel management depend on it.

Sales consultants must have all the information about the product; in addition, they must understand the construction and repair process itself in order to give advice or consultation. If your store has several departments, then each should have at least one consultant who thoroughly understands the products of this department.

In addition to sales consultants and management personnel, you will need cashiers, cleaners, a warehouse manager and loaders.

Remuneration for store employees should be stimulating: salary and bonus, the size of which depends on the quality of work and the quantity of goods sold. With this approach, employees work most efficiently.

Business plan for a building materials store

Opening a small building materials store with an area of ​​about one hundred square meters, according to experienced entrepreneurs working in this business, costs 300–400 thousand rubles.

The average turnover per month is 200,000 rubles. This is when trade margin for goods 20-30%.

Most of the turnover goes to payments to suppliers (about 70%). That is, 60,000 rubles remain. You also need to pay salaries and taxes. There will be a very small amount left.

Therefore, opening a small store is profitable only if you have the opportunity to purchase goods inexpensively from suppliers and make a markup on it in the store of more than 30%. In addition, you need to agree with suppliers on the delivery of all goods without prepayment, for sale. And one more thing – the premises. If the rental price is high, your business may become unprofitable.

Conclusion: opening a small-format building materials store is profitable if you have inexpensive premises (preferably one that you own) and favorable working conditions with suppliers.

Opening of a store with an area of ​​about 200 sq.m. will require an amount of 1.5 million rubles, including the full cost of payment for the goods. Monthly turnover is 800-900 thousand rubles, net profit after taxes is 50-60 thousand per month.

Supermarket of building materials, occupying 1500-2000 sq.m. will require investments of 8-10 million rubles. The turnover of such a store is approximately 3 million rubles per month, and the net profit is about 150,000 rubles.

This trading option is the most profitable for the business owner and the most convenient for the client, because he can purchase all the main and related products for repairs in one place.

Promotion of a building materials store

Since competition in this business is high, and the location of the store may not always be successful from a marketing point of view - such stores are often located on the outskirts of the city or in industrial zones - advertising becomes of paramount importance.

By the time the store opens, you need to prepare advertisements in the local press, and, if possible, on radio and television. You can also install advertising posters and banners on the streets of the city, informing about the opening of a new store, its advantages and discounts for first customers.

Be sure to start your website on the Internet, because now they are looking for everything they might need. The website must be made with high quality, it must attract attention, give an idea of ​​your product range and prices. It should contain information about your work hours, options for delivery of building materials, and your contact numbers. Don't forget to update it regularly.

Another effective form of advertising is cooperation with repair and construction companies and teams. They will bring their clients to you and purchase materials from you if you give them the opportunity to receive discounts or percentages on the sales of new clients attracted.

Can attract sales representatives, which will offer your product to companies engaged in interior design, repair and construction. So you can find profitable ones regular customers who will purchase large quantities of goods from you.

Be sure to issue discount cards, simple or accumulative, to regular customers. Don't forget to run promotions when new types of products appear. Invite design consultants or builders to participate in these promotions. Organize Internet and SMS newsletters of your store to regular customers.

OKVED is necessary for individual entrepreneurs when trade in building materials is organized. They make up a fairly large group.

It includes as wholesale trade, and retail. Depending on what format of activity is used, the list of areas of work is also determined.

The selection of designations that best meet the intentions of the IP is an extremely important point and this matter must be taken as seriously as possible. The task is significantly complicated great amount names of goods and related services. For example, some stores sell, among other things, tools, others ensure delivery of purchased goods to the buyer’s home, and still others install equipment or repair it.

For this reason, if you are not sure that you can handle the task yourself, it is better to turn to specialists. Their services will not cost that much.

Nuances

During the registration process, an individual entrepreneur is obliged to independently indicate in the documents the codes related to his type of activity. It would also be useful to provide designations of related work - this will avoid the need to make changes to the Unified State Register of Individual Entrepreneurs in the future.

You can select suitable codes using the OKVED 2 classifier or other sources. The law does not prohibit indicating any number of areas, however, it is mandatory to enter in the application one main code assigned to the type of activity from which you plan to generate at least 60 percent of your total income.

It is also worth noting that only the first four digits of the code are indicated in the application for registration and in other documents being prepared. There is no need to bring others.

In addition, some types of business are subject to mandatory licensing, which means that it is impossible to engage in it without permits.

OKVED codes for wholesale trade in building materials

First of all, it is necessary to talk about wholesale trade– this type of activity has several codes.

For example, agency sales activities:

• wood products and building materials (46.13);
• universal assortment of specialized products (46.19).

Code 46.73 implies trading:

• timber;
• plumbing equipment;
• building materials.

Sales of hardware, equipment and supplies for heating and water supply – 46.74.

Non-specialized sales – 46.90.

Retail

Here the list of codes is much more extensive. In particular, retail sales through non-specialized stores of all product groups are designated as 47.19.

In other cases, when the goods are sold through specialized retail establishments, other data is indicated. The general subclass here is 47.52. In particular, when it comes to retail:

• hardware goods, then indicate 47.52.1;
• paint and varnish products – 47.52.2;
• sheet glass - 47.52.3;
• consumables and equipment necessary for their processing in the manufacture of crafts - 47.52.4;
• sanitary fixtures – 47.52.5;
• equipment intended for work in the garden or vegetable garden, as well as equipment - 47.52.6;
• other building materials not included in other groups – 47.52.7;
• processed wood - 47.52.71;
• brick - 47.52.72;
• structures, both metal and equally non-metal – 47.52.73;
• prefabricated buildings made of wood (baths, gazebos and garden toilets) - 47.52.74.

In general, retail trade organized in:

• specialized store, has code – 47.78;
• tents and markets – 47.89;
• World Wide Web or by mail – 47.91;

Sales without a tent, outside the market or store - 47.99.

If you intend to provide services for the delivery of goods purchased to your home, then you must indicate the cargo transportation code - 49.41.

* The calculations use average data for Russia

1,220,000 RUR

Starting investments

473,000 ₽

133,000 ₽

Net profit

18 months

Payback period

Opening a building materials store means starting a profitable business that is in demand at any time. By investing about 1 million rubles, you can earn 150 thousand rubles monthly.

“Repairs cannot be completed, they can only be suspended” - worldly wisdom indicates one of the reasons why it is worth opening a hardware store. There will always be a demand for building materials: while some are building, others are repairing and vice versa. The development of the construction market in Russia contributes to the fact that a lot of people are building and renovating. Even if there is no need to carry out repair work in your home, nails, a hammer, a screwdriver, etc. will be useful in everyday life. Therefore, opening a hardware store from scratch is a great idea for profitable business. To figure out how to start your own business and how much it will cost, we offer detailed guide, which will answer the basic questions of a novice entrepreneur.

1. Market overview

The dynamic development of the construction industry and the real estate market in Russia contributed to the growth in demand for building materials. This was accompanied by the emergence of new retail outlets - from small pavilions to construction hypermarkets. The building materials market increased by 20% annually.

Today, there are more than a thousand general and specialized chains of construction stores on the market, with the top 10 largest retailers accounting for almost 25% of the market. The 2014-2015 crisis consolidated the success of large construction stores. Increased competition in the market and the regional leadership of large market players led to the fact that other construction stores faced problems: a reduction in sales and, as a result, a deterioration in their financial condition.

The difficulty of competing with construction hypermarkets lies in their aggressive pricing policy and wide assortment, covering all stages of construction and renovation. When planning a purchase, a potential client is inclined to choose a large shopping center. There are many reasons. This includes a wider range of products, lower prices, the ability to buy everything you need at one outlet, and service (consultations, delivery services, etc.).

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However, there are situations in which the buyer would rather go to a small hardware store. This includes the purchase of a small amount of building materials for cosmetic repairs, the replenishment of materials that ran out during repairs, and minor household issues that require urgent solutions. In this regard, since 2015, there has been a tendency among construction stores to change the assortment structure with the replacement of construction materials with household goods.

The decisive point in this area of ​​\u200b\u200btrade is the favorable location of the store. While large retail outlets occupying huge areas are forced to be located on the outskirts of the city, small hardware stores can open in a residential building, mall or at the local market. Therefore, despite the high level of competition in the building materials market, this direction may become profitable business. The main thing is to choose the location wisely and plan all the stages of opening a retail outlet.

Thus, a hardware store as a business has its advantages and disadvantages. The main advantage is the high demand for the product, which guarantees stable income. According to statistics, the average family in Russia makes repairs every 5-7 years. This does not take into account purchases to maintain repairs. The profitability of a hardware store can be 30-32%, depending on the markup on goods.

Difficulties of business selling building materials:

Tough competition in the industry. In the market, you will have to compete not only with small retail outlets, but also with construction hypermarkets, which can offer consumers a wide range and lower prices;

Price policy. You need to install optimal price for goods, since inflated prices will scare away potential customers, and too low prices will not allow the business to recoup. The best option is analysis pricing policy competitors and price reduction by 2%;

The need to provide a wide range of products to interest the consumer. Firstly, there is an important task to correctly formulate the assortment, taking into account preferences target audience. Secondly, there is a need to establish contacts with a large number of suppliers and select the most suitable ones;

Seasonality of sales. Statistics show that the peak retail sales recorded in the spring and autumn months, summer sales are 70-80%, and winter sales are 50-60% of the maximum. Moreover, seasonality is also observed in individual product items, which is why a wide assortment of a hardware store is important.

2. Store format and assortment

As mentioned above, it is more rational for a novice entrepreneur to open a store in the “next door” format. Its scale can also be different: from a small pavilion with building materials to a supermarket. It all depends on the chosen place for trading and financial capabilities. We will look at how to open a hardware store, using the example of a small supermarket offering customers more than 100 product items.

For a store of this sales format, you should rely on Consumables, used in repair work(fasteners, paint and varnish products, adhesives, Building tools). Based on the format of the store, its assortment is determined, which should include the following categories of goods:

paint and varnish products (paints for interior and exterior work, primers, impregnations, varnishes and coatings for various materials, as well as rollers, brushes);

building mixtures, cement, primer, putty, alabaster, etc.;

polyurethane foam, sealant, liquid nails, mounting adhesive;

hardware of various modifications and sizes, nails, screws,

wallpaper. This group of products should be represented by a wide range to satisfy the tastes and requirements of different consumers. Related products include adhesives, brushes, etc.;

floor coverings (laminate, linoleum, carpet, parquet and related products in the form of fasteners, underlay, baseboards, etc.);

construction tools (rollers, spatulas, hammers, nail pullers, drills, screwdrivers, etc.).

Ready ideas for your business

Before forming an assortment, you should conduct a thorough analysis of the market, suppliers and assortment of competing stores. This will allow us to determine consumer demand and select products in such a way as to create a unique offer on the market. Important! You will be of greatest interest to the buyer in two cases: if you can offer a unique product that is not on the market, or the same one, but at a more attractive price. The fact that it is close to home is also significant, but since building materials are not spontaneous purchases, you should not rely on this alone.

Basic recommendations for forming the assortment of a hardware store:

It is desirable that each group of goods be represented by several manufacturers in different price categories. At the same time, goods in the mid-price segment must make up at least 60% of the entire assortment;

choose proven, high-quality suppliers, since the store’s reputation depends on it;

When choosing suppliers, also pay attention to whether they are represented in other stores. Unique offers on the market will attract buyers;

If a product is not in demand, its stocks should be reduced, but not eliminated from the assortment completely.

It is also proposed that the store operate in a self-service format. As practice shows, such a system promotes sales growth. For this format, products should be divided into categories for convenience. A consultant is provided for each department (or related departments).

Advantages of a hardware store operating in a mini-market format:

convenient location for clients. Construction stores located within walking distance are, in certain cases, a more attractive option than hypermarkets located far from the city;

variety of assortment. The area and format of the store allows us to offer a wider range of products than in construction pavilions. Not only products from popular manufacturers can be presented here, but also less common brands. Construction hypermarkets usually work with certain brands and are not inclined to change suppliers. Smaller stores are more flexible and can work with a wide range of suppliers.

customer loyalty system. At the moment, not many construction stores pay attention to policies to attract customers. You can correct this error and provide, for example, a system of discounts for regular customers.

3. Selection of location and premises

As with any retail establishment, the location of the hardware store plays an important role. A favorable location determines 70% of the success of a retail outlet. The store location assessment takes into account such parameters as area characteristics, ease of parking, intensity of pedestrian flow, visibility and remarkableness, and proximity to similar businesses. A good option There will be an area of ​​new buildings, as well as residential areas remote from large construction stores.

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When choosing premises for a store, the question arises: should you rent a retail space or purchase it as your own? Entrepreneurs recommend not to rush into purchasing retail space and work in rented premises for the first two years. If you make a mistake in choosing a retail outlet or things don’t work out, it will be much easier to simply vacate the rented space.

Requirements for the premises of a hardware store:

The required store area is at least 100 square meters. m. Otherwise, there is a risk that the store will be unprofitable.

The sales area should be square or rectangular in shape, without unnecessary bends - this will make it more convenient to place display cases and make the most efficient use of the available space.

The ceiling height must be at least 2.7 m.

There should be two entrances from the sales area - for visitors and for loading goods. With a sales area of ​​100-150 sq. m. for a warehouse you will need 50-70 sq.m.

Availability of heating, ventilation, air conditioning, water supply, sewerage, ventilation and electricity in the premises.

No special investments will be required in renovating the premises for a hardware store. Enough for the room to match sanitary requirements, was dry, clean and well lit. Rent of retail space with a total area of ​​150 sq.m. on average it costs about 100,000 rubles per month. When dividing the rented area into premises for various purposes, you should allocate 100 sq.m. per sales area, 40 sq.m. for a warehouse and 10 sq.m. to technical premises.

4. Retail space equipment

The retail space should be well lit. The interior for a hardware store is quite simple and does not require large investments. However, when planning the project budget, repair costs should be included. One way or another, some minimal alteration of the rented premises will be required. Plan on at least 20,000 rubles for this type of expense.

When preparing a retail and warehouse area, there is no need for expensive finishing materials. The finished room should be bright, clean and dry. Make inexpensive cosmetic repairs and take care of good ventilation. This is all that is required from the premises for successful sales your enterprise. The technical equipment of a hardware store should contribute to the growth of sales, ensure productivity and profitability of trade, and meet safety regulations. In this regard, the sales area must be equipped with reliable lighting and ventilation equipment.

In addition, you should purchase commercial equipment - shelving, display cases, cash counter, cash register. Since the store operates in a self-service format, several shelves will be required on which the goods will be placed. For the initial stage, the store is equipped with two cash registers. However, the retail space should be zoned so that, if necessary, one more cash register can be installed.

Equipment costs

5. Search for suppliers and purchase of goods

Suppliers should be looked for in person, visiting wholesale centers in the city, or via the Internet. The first method is convenient because during a personal conversation it is easier to agree on partnership terms; the second is that you can save on transportation costs, reach a wide range of potential partners, find more favorable conditions and enter into contracts with suppliers not represented on the local market. It is recommended to use a mixed method of working with suppliers: buy some of the goods immediately, and take some for sale.

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Having decided on suppliers, you need to purchase goods for the store. Practice shows that for an average hardware store, the formation of the initial assortment will require 500-700 thousand rubles. Based on the specifics of demand and the conditions of suppliers, it will be necessary to purchase additional goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to avoid oversaturation of product shelves.

6. Recruitment

The main personnel in the store are sales assistants. The success of trading largely depends on them. For a store with an area of ​​100 sq.m. Four sales assistants, three cashiers and one manager will be enough. Requirements for sales consultants: knowledge of construction products, the ability to unobtrusively offer assistance and win over the client, organization, responsibility, politeness.

Since the hardware store operates seven days a week and is open for 12 hours: from 9:00 to 21:00, a shift schedule for staff should be provided. It is recommended that each shift have two sales assistants and a cashier. Sales consultants are interchangeable personnel and can assist each other if necessary. The functions of a manager and accountant can be delegated to employees, or assigned to the entrepreneur himself, which will save money in the first months of work.

In the future, it is recommended to introduce a separate position – purchasing manager. His responsibilities will include working with suppliers, creating an assortment of goods, drawing up a logistics chain for delivering goods, and developing a pricing strategy. Before starting work, personnel must undergo training, familiarizing themselves with the range of products, their characteristics and sales technology.

In this example, the entrepreneur performs the main functions of a manager - goes through all registration procedures, recruits personnel, negotiates with landlords and suppliers, purchases goods, and is engaged in strategic promotion of the store. The manager organizes the work process, controls the work of sellers, accepts and recounts goods and draws up the relevant documentation.

The preparatory stage will take about two months, during which it will be necessary to complete registration procedures, establish partnerships with suppliers, search for suitable premises, select personnel, and purchase equipment and goods.

7. Advertising and promotion of a building materials store

The target audience of the hardware store is retail buyers, 60% of which are the male population of the city aged 23 to 65 years. Another group of consumers are corporate clients represented by construction and installation teams, with whom contracts are concluded and work is carried out on the invoicing system.

Advertising of a hardware store can be divided into two types - passive and active. Passive advertising includes signs, banners, pillars, etc. Active advertising involves the distribution of leaflets, distribution of business cards, articles in specialized publications, advertising on radio and television. Another effective advertising tool is cooperation with repair and construction companies and teams. They will bring customers to the store and buy building materials, and the seller will give a percentage of the sales of attracted customers.

Since the competition in the segment is quite high, it is necessary to carefully consider the advertising strategy. The most effective forms of advertising for this store format are advertising in elevators, distribution of leaflets, placement of a bright sign. It is important to note that the sign must be located on the facade of the store building and be clearly visible from the road when moving in any direction.

Proper design of the sales area is an important element marketing strategy. It is necessary to provide convenient navigation in the store and place the goods in such a way that each position is visible to the buyer. Marketers have long established that the correct display of goods in stores largely generates demand and allows you to increase sales by 10-15%. Particularly important is the placement of products such as wallpaper, flooring and other finishing materials.

Basic merchandising rules for hardware stores:

classification of the placement of the entire presented range of products; separation of large and small goods;

proper placement in trading floor product groups in accordance with the locations of the main customer flows;

Large items should be placed around the perimeter of the store to improve visibility of the sales area. If the store space allows, then the product is located on the lower shelves under the demonstration sample. If the store area is limited, large-sized products are issued at the warehouse with the assistance of a sales consultant;

small-sized goods are placed according to their classification and are presented in several copies, which attracts the buyer’s attention. To display such goods, racks with hooks and fasteners are used. Small, vulnerable goods are located in an area with good review;

main volume finishing materials requires a special layout on special equipment: a display case for wallpaper with rollers, demonstration stands. The most convenient grouping of wallpaper is by color;

in the checkout area there are small-piece goods, goods of frequent demand and related products;

broadcast of accompanying information allowing customers to navigate the sales floor;

effective placement of consultants on the sales floor.

Thus, start-up costs advertising campaign will amount to 72,000 rubles. It will take an average of 3 to 6 months to promote the store and reach the desired sales volumes - during this time, customers have time to learn and get used to the new outlet.

8. Business registration

No special permits are required to conduct retail trade in building materials. To open a hardware store from scratch, you will need to collect a package of documents, which includes a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspection, regulations to the store. Contracts for the removal of solid waste, disinfestation and deratization of the premises will also be required.

For reference commercial activities You can register an LLC or individual entrepreneur with a simplified taxation system (“income minus expenses” at a rate of 15%). The choice between an individual entrepreneur and an LLC will depend, first of all, on the scope of the future business. If you plan to open one small store, then an individual entrepreneur will be enough. If you plan to open a large construction supermarket or chain of stores, it is better to register an LLC. In this case, you need to select the type of activity according to the OKVED-2 classifier: 47.52 Retail trade in hardware, paints and varnishes and glass in specialized stores.

9. Expense planning

When planning expenses, you should divide them into three groups: initial investments, variable and fixed expenses. And now in order.

Initial investment is the amount required to start a business. This includes all expenses incurred in the first stages of the project: from the cost of finding premises to the purchase of equipment and goods. The initial investment according to our example will be 1,220,000 rubles. Please note that the initial investment has been supplemented working capital, which will be spent on confirming the purchase of goods and covering expenses in the first months of work.

Initial costs

Variable expenses consist of the costs of purchasing goods, including their delivery. Fixed expenses consist of rent, utilities, fund wages, advertising expenses, taxes and depreciation.

Fixed costs

10. Calculation of revenue and profit

When planning sales volumes, some seasonality should be taken into account construction business– the peak of sales occurs in the spring and autumn months, and the decline in sales occurs in the winter. The planned sales volume is calculated based on the average bill of 3,000 rubles and the number of customers - 400 people per month. With these parameters, the average revenue will be 1,200,000 rubles per month. It is possible to reach the declared sales volume in the fifth month of the store’s operation, taking into account the seasonality of the business.

How much can a hardware store earn?

We calculate based on the volume of revenue, a 65% markup on building materials and all the expenses indicated in the tables above.

Gross profit (revenue-cost): 1,200,000 –727,000 = 473,000 (rub.)

Profit before tax: 473,000 – 269,000 = 204,000 (rub.)

Net profit: 204,000 – (473,000 * 0.15) = 133,050 (rub.)

Of course, in the first months of work you should not expect such a profit, however, when you reach the planned sales volume, you can earn about 130 thousand rubles. per month. In this case, it will be possible to recoup the initial investment 1.5 years after the start. Please note that the calculations given are approximate. To get started successful business, you need to develop a business plan for opening a hardware store. This will allow you to assess the prospects for the development of such a business in a specific region, take into account the nuances of a specific project and competently plan each stage of implementation.

11. Risks

When planning a business, it is also worth considering the risks that an entrepreneur may encounter at different stages of the project. Its specificity determines the following operating risks:

increase in purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increased costs and, as a consequence, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the trade process due to a shortage of goods. It is possible to reduce the likelihood of these threats by choosing suppliers wisely and including all necessary conditions, which provide financial liability the supplier in case of their violation;

insufficient level of demand. Firstly, the demand for building materials has a pronounced seasonality; secondly, it is closely related to the economic situation in the country. In this regard, the risk of low demand is one of the most likely and can arise both due to low solvency of demand and high distribution costs. Risk can be reduced through careful planning of store activities and financial results, competent selection of retail premises, holding various promotions and discounts, stimulating repeat purchases, flexible pricing;

competitors' reaction. Since the building materials market is quite saturated and highly competitive, the behavior of competitors can have a strong influence. To minimize it, it is necessary to create your own client base, constantly monitor the market, have a customer loyalty program and form competitive advantages;

property risks. This category includes risks associated with damage and theft of goods. The self-service system increases the likelihood of this risk occurring. The threat can be minimized by having a sales consultant check the goods that arrive at the store and monitoring the situation on the sales floor;

Refusal to provide rental premises or increase the cost of rent. Since for trade the location is one of the most important parameters, loss of place threatens large losses. To reduce this risk, it is necessary to enter into a long-term lease agreement and carefully select the landlord;

problems with staffwhich means low qualifications, staff turnover, lack of employee motivation. The easiest way to reduce this risk is at the recruitment stage by hiring employees who meet all the requirements. It is also worth providing bonus motivation for employees;

a decrease in the store’s reputation among the target audience due to management errors or a decrease in the quality of services. It is possible to mitigate the risk by constantly monitoring the quality of goods and services, receiving feedback from store customers and carrying out corrective measures.

SUMMARY

Like any business, a hardware store has its advantages and disadvantages. The main advantage is the high demand for building materials. It is provided not only by those consumers who make repairs in new buildings, but also by residents who carry out repeated repairs. This means that one consumer visits the hardware store multiple times, which generates sales. Therefore, the hardware store has a lot of potential buyers.

The negative point is high competition in the market. It is especially difficult for small hardware stores to survive in the fight against chain hypermarkets. However, even under such conditions you can find your niche. A well-chosen assortment, active advertising, favorable location and loyalty to customers will help with this.

If you manage to win over your customers, the store can become profitable within 3-4 months after opening, and the initial investment will pay off in 1-1.5 years. A building materials store can earn about 1.5 million rubles. per year and become promising business, which has room to grow.

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