What can you sell in shopping centers? Islands for shopping centers: starting a business in retail trade. What are the types of business centers?

Fast food - traditional hamburgers and hot dogs, pizza, pancakes
Refreshments - cocktails, bottled water, soda
Gadgets and accessories - phone cases, headsets, keychains, wallets
Costume jewelry - watches, women's and men's jewelry
Cosmetics and perfumes
Souvenir products - designer T-shirts, mugs, badges, themed souvenirs
Coffee shop - coffee to take with you or drink at the bar
Car accessories - key fobs, heated seats, souvenirs for the dashboard, any car device that is interesting to the client

When choosing an assortment, take into account the specifics of the shopping center. For example, accessories and perfumes will be in demand in clothing centers, and drinks or fast food are universal and suitable for almost any shopping center with good traffic. Also, when choosing, you need to take into account the requirements of the center itself; often in the shopping center charter there are bans on the operation of stalls selling exotic food or perfumes, since the smell will spread throughout the trading floor. Study the specifics of such trading platforms and the center where you are planning to open in order not to be disappointed in the business in the first month of work.

An important factor is the lack of competition, especially from large stores. For example, it makes no sense to sell shoes on an island in a shopping center that specializes in selling clothing. A much more profitable solution would be to sell accessories or clothing care products in such a place.

So, when choosing an assortment, take into account the interest of customers, the type and features of the shopping center, the presence of competitors who can offer a better assortment, more attractive prices or other advantages.

Where to place the island: choosing a shopping center

The location of the outlet directly affects. The choice of shopping center is made taking into account the following factors:

The target direction of the shopping center, whether the selected assortment fits.
Availability of convenient areas in the shopping center (foyers, halls, passage corridors between stores).
Availability of shopping center conditions for the design of a shopping island - the requirements boil down to the type of structures, the presence of glazed structures, lighting and other parameters corresponding to the general style of the stores.
There is a list of products allowed for sale from shopping centers; some centers prohibit the sale of food, souvenir kiosks and the distribution of some other goods.

The main factor of choice is the traffic of the shopping center. You can get acquainted with the numbers by studying the shopping center statistics published on official websites. It’s not always worth chasing high traffic. Rent of retail space in centers with high traffic is higher than that of competitors. At first, the cost of rent is a priority and it is better to give preference to a lesser-known establishment with an affordable rent price.

In addition, popular shopping centers place increased demands on the design of shopping islands. They require the provision of visual materials on the location of the island in the sales area. Making sketches and visualizations in a design office is expensive and these requirements are considered unnecessary.

When signing a lease agreement, check the possibility of installing additional islands on the territory of the shopping center. If the business goes well, expanding the business will allow you to generate additional profits and it is necessary to consider options for renting additional sites in advance.

Please pay attention to the presence of security in the shopping center, which will monitor not only individual stores, but also the island in the trading floor. The availability of goods makes them easy money for criminals.

When making your selection, focus on rental costs, opportunities to grow your business, and whether the mall has regulations.

Advantages of a shopping island

Trade Island is an optimal platform that does not require significant investments in rent. The island has the following advantages:

The positive features of the island make it a convenient platform for trading and working with clients. By ordering an island with bright decor, you will be the center of attention, attracting customers to you and not letting them just pass by.

Islands for shopping centers equipped with wheels, intended, for example, for selling food products, are convenient for moving around a shopping center. Having chosen such a site, you can agree with the shopping center on preferential terms of cooperation, because the rent will be minimal. In addition, the wheelbase will allow you to move after customers, taking into account the workload of various departments at different times of the day.

Possible disadvantages

In addition to the obvious advantages, a retail island has disadvantages that need to be taken into account when planning the operation of the site. In particular, the disadvantages include:

Lack of storage space in the island - it will not be possible to store a stock of goods or products
A decrease in trade due to the wrong choice of trading positions - a small area means there is little space for displaying goods, and if the showcase displays products that are uninteresting to customers and which are not yet updated, interest can quickly disappear
Strict requirements for the design and assortment of products from most shopping centers; the island must match the style of other stores and fit into the general

All the disadvantages come down to the limited space that needs to be used wisely. Test in practice which products attract customers' attention by displaying them in prominent places. Change layout options and assortment to find the best solutions and attract regular customers with new products. There is always room for experimentation in trading.

To avoid most problems, read the shopping center requirements for placing islands. Compliance with the requirements and norms of the landlord eliminates and will allow you to work calmly and make a profit.

We work independently or as a franchise

Starting a business on your own, selecting and purchasing goods can cost a relatively reasonable price, without exceeding your budget. But by working on your own behalf, you lose the main component of trade - brand recognition. Customers see your trading platform, but do not see familiar advertising or a familiar logo on it, the effect of trust in a trusted brand does not turn on, which means you risk being left without customers for a long time, until you have earned your own positive reputation.

To immediately start successful trading, you can take advantage of job offers for. Many major brands operating in the trade food products, cosmetics, perfumes, clothing and jewelry, offer franchise cooperation. In particular, there are many proposals for small sites, such as shopping islands for shopping centers.

By working as a franchise, you immediately get the opportunity to offer products from a trusted brand, and the opportunity to use a well-known logo when decorating the island. Working under a franchise of a well-known brand, you can ensure an effective and constant flow of customers from the very first days. Franchising companies offer their own options and solutions for the design of retail islands; the client can get a ready-made structure at his disposal, bypassing the stage of designing and manufacturing a custom-made site.

Regardless of the option chosen, consider your own financial capabilities and options for timely recoupment of the business.

Before ordering the production of a trading island, pay attention to the recommendations for starting a business:

Weigh the pros and cons of islands - this trading platform is convenient for beginners, is easy to maintain and has a good level of profit if business is done correctly.
Carefully select the assortment, take into account the interest of customers and the focus of the shopping center where the island will be located
Do not chase high traffic numbers when choosing a shopping center; it is better to choose a favorable combination of rental cost and the number of clients per day and on weekends
Choose an attractive design for the island, providing more space for displaying goods, an attractive design design, and create storage areas for product supplies.
Consider opening a franchise business - a well-known brand will help you start successful trading from day one.
Participate in sales - at first, you can work as a salesperson independently or supervise the work of salespeople, this will allow you to better understand the needs of customers and make changes to your business strategy.
in other shopping centers, design features, methods of working with clients and other things useful in work.
Update your assortment or replenish stocks before the weekend, when the influx of visitors is maximum.
Consider renting warehouse space on the territory of a shopping center - a warehouse nearby will avoid delays in trade.

Answer

Judging by the fact that such “islands” are constantly closed after a couple of months of existence, not everyone manages to guess the assortment. What taxes does the owner of such a retail outlet usually have to pay?

Answer

Total in the category: 32 types, investment sizes: from 165,000 to 9,000,000 rubles. It’s quite simple – open your own business in a shopping and entertainment center! After all, the accumulation of many shops, cafes, cinemas, and leisure areas in one place attracts a wide audience to shopping and entertainment centers, where you can spend the whole weekend with your family.

In almost any activity important indicator is the sales density.

How to open a store in a shopping center: step-by-step plan

The greater the product and customer turnover, the faster the payback and higher the profitability. How to ensure a guaranteed flow of consumers? It’s quite simple - open your own business in a shopping and entertainment center! After all, the accumulation of many shops, cafes, cinemas, and leisure areas in one place attracts a wide audience to shopping and entertainment centers, where you can spend the whole weekend with your family.

What exactly can be organized where everything seems to already exist? Not to mention an ordinary store opening, you can consider such options as a vending cafe in the foyer or passages of the building, placement of attractions in the children's play area, an express manicure salon and many other options.

Advantages of doing business in a shopping center

In addition to the already mentioned crowding, which is undoubtedly the most important feature of placing your project in a shopping center, we can talk about such advantages as:

centralization of the provision of utilities and security services, which are taken care of by the landlord (i.e. the center itself);
the ability to rent space, unlimited in size from 1-2 m2;
mitigating the risks of decreased profits depending on weather conditions and seasonality;
positive impact on the business of impulse purchases from visitors to the shopping and entertainment zone.

The presence of leisure areas in shopping malls, such as ice skating rinks, cinemas, art cafes, small stages, children's attractions, and relaxation salons, keeps visitors inside the centers and ensures their long-term contact with the shopping area. This interaction is beneficial for everyone: the buyer is interested in spending time where everything is; stores are satisfied with a constant flow of customers and simply curious people who become customers later; well, the entertainment infrastructure benefits from family visits.

If we talk about the disadvantages, there are very few of them: fairly high rental rates and the dependence of human traffic on the image and convenience of the shopping and entertainment center.

Ideas

Plans

Instructions

Franchises

Articles

Equipment

Opening a shopping island is an attractive idea for small businesses. This is an economical type of retail that does not require high start-up investments. One of the less risky options is working under a franchise.

In search of an economical, but convenient and functional place for sales, many entrepreneurs turn their attention to an island in a shopping center. This interest is understandable: if there is not enough money to open a store in a separate room, then an excellent opportunity to start a business without significant start-up investments is to install a lightweight modular structure in the central part of the hall, in a gallery or passage of a shopping center, where there are the most visitors. However, practice shows that this type of retail trade has its own characteristics that should be taken into account by those who are thinking about opening it.

Pros and cons of islands

Like any business, trading islands have their advantages and disadvantages, which future owners should be aware of in advance.

Pros:

Compactness (on average from 2 to 15 sq. m), which allows you not to overpay for rent
Possibility of selling a wide range of both food and non-food products and services. Here are just a few of them: ice cream, sweets, gadgets, perfumes and cosmetics, express manicure (nail bar), accessories, coffee, leather goods, watch repair, express payments, pawn shop, jewelry, etc.
Convenient location in the “pass-through” areas of supermarkets
Ease of assembly and disassembly, mobility (if there is a wheelbase)

Minuses:

Lack of storage facilities and fitting rooms (which narrows the range of goods for sale)
Limited display space (if there are miscalculations in determining demand for products, there is an excess of unclaimed items)
Strict standards for the type of retail structures, which are often introduced by the landlord.

To minimize risks and unplanned investments when opening a trade on an island, you need to carefully study the rental conditions, analyze the trafficability of the selected point and the presence of a target audience for your type of goods and services.

Selecting a location

When designing large stores or multifunctional centers, as a rule, the layout of free space already takes into account the presence of shopping islands. During the process of putting the facility into operation, their number may change, but only slightly.

Types of business in a shopping center

On the one hand, this allows future tenants to look in advance best places to open your own “point”, on the other hand, there is a need to take into account the interests of the landlord, who often puts forward requirements for island owners to work in accordance with the general concept of the center.

An important criterion for choosing a location for a trading island is the traffic indicator (see Fig. 1)

Fig. 1 TOP 10 most “passable” places in Russia

But it would be a mistake to make a choice based only on the popularity of the shopping center. It has been noticed that in the most “pass-through” supermarkets, the more successful islands are those representing recognizable brands with big names: brand names of watches, ice cream, cosmetics, jewelry. If next to them there is an original, but “unfamiliar” manufacturer, “banner blindness” begins among visitors to the shopping center. It is difficult to influence it without special marketing tricks that require additional costs.

In addition, the more “serious” the landlord is, the more conditions he has. For example, the Arena shopping mall (Voronezh) requires that the islands do not exceed a height of 160 cm, be transparent and equipped with internal lighting, so as not to disrupt the perception of visitors to the main shopping galleries.

Representatives of centers with " famous names» often wish to receive a colorful booklet from the retailer upon approval detailed description trading island and many of its images in the interior of the hall. This is an additional expense: design bureaus estimate such an order at 60-70 thousand rubles.

That is why experienced entrepreneurs advise beginners to “start” in less pretentious and large retail enterprises, while choosing places with high traffic, but a minimum set of counter conditions from the landlord. This will allow you to show maximum imagination in decorating a shop window, product presentation, etc. And you will compete with neighboring kiosks mainly due to the originality of the idea and the profitable presentation of your product.

Which product should I choose?

One of the first questions a future retailer has is: what to sell in the sales area on the islands? What to prefer: edible products or non-food products? Who should you bet on: the public focused on consumer goods, or the discerning buyer of exclusives?

Magazine “Trade Practice. Retail Equipment" in 2014 published a forecast of the retail market until 2016 (see Fig. 2)

Fig.2. How is retail trade developing in Russia?

As you can see, the markets for food and non-food products are almost the same in dynamics: economic difficulties recent years make themselves known. Let's look at examples of successful projects from the TOP - the 25 most profitable franchises of 2015 according to forbes.ru.

Cocktails Tea Funny Point

The original food brand for pedestrian areas. Based on the preparation of the “bubble tea” cocktail, invented in Taiwan, which includes tea, milk, syrup and jelly-like balls with juice inside.

Advantages:

the shopping island takes up little space - about 4 m²
royalty in the amount of 4% of revenue is paid from the second year of operation
starting capital (about 0.8 million rubles) can be obtained from Rosbank under the “Successful Start” program
the design of the retail island and equipment placement was developed by the franchisor and successfully implemented in large shopping centers, which helps to avoid additional approvals with landlords.

Designer T-shirts Provocation

Many visitors to the largest supermarkets remember the bright windows of the islands of the Provokatsia brand, where you can buy T-shirts with hooligan prints. Store owner and franchise creator Hasmik Gevorkyan recalls that this good idea the buyer gave it to her. She opened her first store in Kursk, and now represents the brand’s products in large Moscow malls, and another 91 points are the result of a partnership with franchisees.

Estimated initial investment- 0.55 million rubles.
Profit: 3.57 million rubles.

Car device for “advanced” buyers

Those who plan to open trading islands in trading floors draw business ideas from successful projects. This is exactly how the business of Nizhny Novgorod entrepreneurs S. Seregin and M. Vakhrushev can be considered. In 2009, they began selling automotive electronics: navigators, DVRs, radar detectors and accessories - under the Autodevice brand.

Today it is one of the most profitable franchises, according to Forbes. The cost of the initial investment is 0.9 million rubles, the profit is 2.1 million rubles. The Autodevice offer for franchisees is interesting because the lump-sum payment is minimal - only 39,000 rubles, and there are no royalties.

Summary: The main rule when choosing a product for sale in a trading island format is targeting the target audience. For success, not only the idea is important, but also a well-executed concept, attractive display design, consideration of popular and non-traditional positions, and a clear promotion strategy. All these requirements are met by franchises that have already proven themselves to be a profitable business. By using them, you can minimize possible risks.

What to consider when opening a trading island?

Before you start your own business, take advantage of expert advice to help you avoid annoying mistakes:

When choosing a place to rent, do not limit yourself to the simplest solutions (“by acquaintance”, “closer to home”, “largest store”, etc.), arrange a small “tender” for landlords, indicating your wishes on the Internet. It’s better to choose from several offers - less likely to miss
Study the shopping center audience! Where the public lives, who come to buy food or furniture, gadgets are unlikely to be in demand
Don’t hope that the business will start working without your participation: at least for the first time, you will have to supervise the hired sellers. Consider the travel time factor to the store and back. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow estimated that it took them 4 hours a day to do this
Be extremely careful when choosing an island contractor! Study reviews about it on forums, get “live” recommendations, read the contract in advance, project documentation. You must be confident that the delivery and launch of the finished module will be met and that the supplier will not lose interest in you if you notice a design defect and ask for it to be corrected.
By approaching the organization of your business with due attention, you will get a competitive business that will bring you satisfaction and profit.

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How to open a point in a shopping center - we will analyze the most important sections of a business plan + 6 bonus tips from experienced entrepreneurs.

Capital investment per point: from 8,000,000 rubles per year.
Payback of business in a shopping center: from 1 year.

Opening a point in a shopping center scares newcomers with the amount of capital investment.

However, they forget to take into account how many bonuses such placement gives.

The higher the rent, the more popular the location.

And this is synonymous with a large flow of people who can become clients.

It will be easier to attract them than if the store was located in a separate room.

These and many other advantages of locating in shopping centers are understood by many hardened businessmen who open sales points there.

Business plan for a point in a shopping center- the first document that will be required in organizing a business.

In it, information about the store will be analyzed, systematized and calculated.

Why do you need to open a location in a shopping center?

If other people's experiences do not convince you, evaluate the pros and cons of locating in a shopping center yourself.

Advantages	Flaws
While you are renovating and decorating the premises, you can take a “vacation”. That is, for 1-2 months you pay only utility costs. Significant savings!	As a rule, you will have to coordinate almost every step: from the style of the sign to the order in which the goods are displayed.
Along with the retail space, you will receive a video surveillance service in the shopping center, parking spaces for clients, and the opportunity to use local cleaning services.	Free cheese only comes in a mousetrap. Typically, mall maintenance is also included in your monthly bill along with utilities.
The advertising carried out by the center also works for you.	Renting a place in a shopping center, especially a popular one, is always expensive.
Location near major outlets will ensure a stable flow of customers.	Often, when you move in, you have to pay a security deposit for 3(!) months of rent.
You will have a goods receiving area equipped in accordance with all the rules. Separate accommodation rarely allows for such luxury.	If for some reason the popularity of a shopping center declines, it will immediately affect you.

There are indeed many strengths, but there are also a lot of disadvantages.

It is important to analyze them thoughtfully so that in the end it does not turn out that a considerable amount of rent was wasted.

What documents are needed to open an outlet in a shopping center?

It is impossible to open an outlet in a shopping center without the appropriate documentation.

Prepare for what you will need:

or LLC (depending on products, number of founders and other details).
Indicate the OKVED code corresponding to the activity.
Choose a tax system.
Obtain permission to trade at the point.
SES and Rospozharnadzor must issue permission to operate (this is the responsibility of the shopping center administration).
The management of the shopping center will need projects, estimates and diagrams.
The list of papers in this case is individual, and it must be clarified when signing the contract.
Among other things, you need to obtain quality certificates for goods from suppliers or manufacturers.

Planning for opening a retail outlet in a business plan

Opening an outlet in a shopping center is difficult not because of the sophisticated organizational algorithm.

And because of potential serious risks that could lead to financial losses and even closure of the store.

They can be avoided through detailed activity planning.

Planning refers to a system of activities aimed at obtaining a complete picture of how a business can develop.

This includes analyzing the target audience, visitors to the shopping center, calculating the size of the future average bill, establishing the supply process, and choosing a marketing strategy.

realistic – based on dry facts and reflections;
optimistic – ideal development scenario;
pessimistic – what the business will look like if problems arise.

They will help the entrepreneur prepare for any outcome of the case.

Analysis of the shopping center before opening the outlet

The profitability of renting space in a shopping center is not always noticeable.

If you choose the wrong landlord, you can only get negative results from cooperation.

Choosing a shopping center is easy.

It is enough to devote two days for personal observations and analysis.

Draw conclusions based on the following indicators:

Purchasing power.

You won't be able to look into people's wallets or shopping bags.

But even an hour of observing visitors will allow you to note how often they make purchases.

Perhaps most come for fun and relaxation.

This will be good for organizing fast food, but not for selling fur products.

Competitors.

It is important that there are no direct competitors nearby.

But large anchor points on similar topics will be beneficial.

For example, many supermarkets carry pet products.

But they offer a meager assortment there.

What a personnel table for a small store might look like:

This number of people will ensure the daily operation of the point from 10:00 to 22:00 (standard working hours for most shopping centers).

It is better to hire people yourself.

You need to personally evaluate the person you trust to be the face of the store.

Hiring a salesperson with experience is much preferable.

But keep in mind that young and energetic guys more easily accept new rules and trends, and often bring “fresh breath” into business.

To motivate employees to work better, introduce a payment of a fixed percentage of sales or bonuses for achieving set results.

Marketing section of a business plan for a point in a shopping center

Consider these options:

Preparation.
While you are preparing the outlet for opening, it can become a means of external advertising.
Close the repair work with a banner on which you will announce the start of work, indicate the name and opening date.
Mutual benefit.
When an agreement with a shopping center is concluded on the basis of a percentage of turnover, and not a fixed fee, you can ask for the possibility of free promotion for the first time.
Management can accommodate you halfway, because their income will depend on your success.
Inside, the service costs much more, and its effect is lower.
Attract “your people.”
Create special discounts for center employees.
This will draw their attention to the point.
And if they like you, your fame will quickly spread among your friends.
Convert to “permanents”.
Also motivate your customers.
Enter a loyalty program or a system of cumulative discounts.

Financial section in the business plan of a point in a shopping center

Without a financial section in a business plan, an entrepreneur will not be able to calculate how much money it will take to open a store.

It should be noted that until the payback period, the store will need to be “sponsored” from your personal financial cushion.

How much money does it take to open a store in a shopping center?

Expense item	Amount (rub.)
Total:	RUB 7,625,000
Paperwork	15 000
Payment for renting a point (per year)	500 000
Purchase and installation of commercial equipment	250 000
Design of a point and production of a sign	75 000
Employee salaries (per year)	250 000
Store opening advertisement	5 000
Advertising campaign in the future	20 000
Creation and replenishment of inventory	6 000 000
Office expenses	10 000

After watching the following video, you can choose the right place in the shopping center to open your point:

“If you require someone to give their time and energy to a business, then make sure that they do not experience financial difficulties.”
Henry Ford

At the point, shelves should appear stocked with product, but still allow customers to move around calmly and safely.

You need to take care of your inventory immediately.

Until you understand exactly which items are the most popular, it is important to have at least a few units of production.

Try to position yourself near the so-called anchor points.

These are the stores that attract the majority of mall visitors.

A striking example is the Auchan, Obi, and Perekrestok supermarkets.

Just as an adult cannot be completely “remade,” the audience of a shopping center cannot be changed.

The portrait of the average buyer that you draw up during the analysis of the shopping center will remain the same after the opening of your point.

You should not console yourself with false hopes about this.

If you need to save on renting space, pay attention to island accommodation.

Remember to look at the point not only as a manager, but also as a buyer.

This will allow you to notice the disadvantages of service.

How to open a point in a shopping center you know now.

With due persistence, anyone can create a profitable business.

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Many small business entrepreneurs face a difficult choice - to open their own stand-alone store or rent a small point in a shopping center. Both options have their pros and cons. St. Petersburg entrepreneur Dmitry Ogorodnik also faced the same choice - he already had a separate store, but he also decided to test drive the “island” format in a shopping center. We think many small business entrepreneurs will find it useful his experience.

34 years old, entrepreneur from St. Petersburg, CEO Karelshungit company, which manages stores and "Planet of Shungite". Education: Ryazan Institute airborne troops. Dmitry Ogorodnik – author business blog , in which he shares his own entrepreneurial experiences. Until the end of 2016, the company had its own standalone store; In December, a retail outlet opened in the June shopping center.

Think about the design, make a good presentation

The advantage of shopping centers is that there is already traffic there. You won’t have to spend years getting people to know about your store’s location and start coming to you. You immediately gain access to a mass audience.

The first thing you need to understand: although you sign a lease agreement, in fact you do not need the lease itself, but access to the maximum number of people who “live” in a particular shopping center.

Therefore, you need to start by giving yourself the setting - your goal is not just to stand in some shopping center, but to find a good walkable place in any shopping center.

The first thing you need to do is create a presentation. Almost all shopping centers will ask you to send a presentation of your project; without it, your proposal will not be considered at all. The presentation should contain the following components:

Design of your store. You need to order it in advance, even before you start looking for a place.

Competitive advantages. Write why you are a great option for a shopping center. Here you have to use your imagination and come up with arguments.

Portrait of your target audience.

Planned average check in your store.

General information about your company.

The most important point is about design. Accordingly, you will need to find an agency that develops the design of retail outlets and stores. There are not many such agencies (at least in St. Petersburg), but they do exist.

You need to think about how the store will look schematically - i.e. how the display cases will be located, what kind of display cases they will be, where the cash register area will be, etc. If you don’t have any thoughts on this matter, then I advise you to walk around shopping centers and look at the points that are already operating. And take the decision you liked as a model.

Designers will then have to turn your overall design into a 3D rendering. This picture needs to be inserted into the presentation - 50% of the decision they will make about you depends on it. If you don't have a picture, decision makers simply won't be able to understand whether you will fit into the overall visual concept of their shopping center.

I want to warn you right away: if you want an “island”, then it’s better to immediately plan to make it out of glass and plastic. Not made of wood! Then there will be more chances that you will be approved. Shopping centers are very fond of plastic “islands”.

After the presentation is ready, you need to make a list of all shopping centers in your city. You need to contact every possible one. And then choose from what is offered to you.

Renting in all shopping centers is handled either by the contract department or the rental department. You need to find on the Internet all the contacts of rental managers from the relevant structures. Then call them and ask about free places, clarify work emails and send your presentation.

Be prepared for the fact that at first no one will answer you at all. After a few days, I advise you to call everyone again, remind them of yourself, and ask them to watch your presentation. If necessary, you need to call every 3-4 days - until you are directly told that “there are no places” or “you do not fit into our concept,” or they offer some options.

Let’s say you still wait for feedback, you are offered some options to choose from and are invited to meet with the manager.

And here is a very important point: before this meeting, be sure to go to this shopping center, and it is advisable to go at least twice - once on weekdays, the second time on weekends. Take a convenient observation position and count the traffic. Record how many people pass by your future store in 30 minutes or an hour. This will allow you to identify potential traffic.

Also study the quality of parking, access roads, competing shopping centers nearby, etc.

Read the contract carefully, bargain,
ask for rental holidays

Let's say they called you back, offered an option, you monitored everything and you are satisfied with everything. And then there is the signing of the agreement. But before this, as a rule, you sign a preliminary agreement or letter of intent (this is essentially the same thing). This document specifies the footage, amount of payment, terms of cooperation, etc. Negotiate before you sign. As a rule, you can always discount 10% of the advertised rental price.

You need to read the lease agreement very carefully, delving into each clause. Each shopping center has its own lease agreement. And very often there are a lot of different nuances “hardwired” into it, which can put you in a very unenviable position.

It is important that you are offered so-called rental holidays. Usually this is a month, maximum two. This is the time for you to prepare commercial equipment and equip your outlet. If there is no clause in the contract about rental holidays, then be sure to ask about it!

If everything in the contract suits you and you have signed it, then it’s time to put into production the equipment of your outlet - according to the approved design.

Do not forget that very often the designers themselves have access to various production facilities - and can advise you on a good contractor. If your designer doesn’t know anyone, then Google and Yandex will help you - there are plenty of companies that make equipment, choose based on price-quality ratio, and don’t forget to monitor reviews.

Start hiring salespeople
order acquiring, equip the point

While the equipment is being manufactured, simultaneously start the process of hiring salespeople. This is not a quick task; it may well take 1-1.5 months. In our experience, this is exactly how long it takes to find competent sellers.

Then you immediately need to submit an application for registration and installation of acquiring. It happens that they also delay it - until they give you a terminal, it may take a couple of weeks.

Request your copy of the contract as soon as possible. The administration of the shopping center can delay this - for example, send it to its directors and departments for signature. And you will need it in order to install cash machine. It will need to be ordered from specialized companies and registered with the tax authorities.

And at the same time you need to purchase commercial equipment. In our case, this is jewelry - so we ordered tablets for rings, earrings and other products.

All installation work is carried out at night, so you will need to submit a request for installation of equipment in advance.

If you did everything correctly and carried out all processes in parallel, then your outlet should start operating soon.

And now - our experience

When we opened our first “island” point, there were doubts. We launched it as a test format. Someone said that islands are not a format that will suit jewelry. Like, no one approaches them, no matter who you ask, everyone’s wives avoid them. Allegedly, this in itself is a zone of discomfort - you stand and choose, and people walk by.

On the other hand, in 2011-2012 I myself worked on the “island” - and sold well. People come up, are interested, and buy. So I thought it was necessary to at least try. Even if it doesn’t work out, rent isn’t that expensive, and you can still make a profit. The main thing is to understand whether the format is suitable or not.

So, we opened our first “island” in the St. Petersburg shopping center “June” in December 2016. The first month we worked to zero. For us, “zero” is 260,000 rubles of turnover.

January 2017 got off to a rocky start. For the first eleven days, our turnover again went to zero. I walked around very upset. It seemed that this would continue to happen. There were thoughts that, no, the “island” format is really not for jewelry.

But after the holidays the situation changed dramatically. Sales went up. As a result, January was closed in the amount of 417,000 rubles. And this is already net profit - over 150,000 rubles. For us, this is an indicator that the format makes sense.

And we closed February at 750,000 rubles. According to intelligence data, we have overtaken our closest competitors, who have been trading silver in the same trading center for nine months. Their maximum turnover at this place was about 600,000 rubles in December.

Our net profit in February was around 300,000 rubles. This is significantly more than our expectations. This means that we can definitely say that this is a working format, and we will promote it.

Now they have already begun to look for a new place for the second “island”. Once we have fully worked out the format, we will start working on the franchise. But this is the future.