A brand store, as a rule, sells one type of product. He specializes in a wide range of similar products, such as beach sandals. Or he may specialize in goods produced by the same company, as is the case in stores such as Adidas, Ecco, etc. To open such a store, it is important to choose your “theme”.
It is necessary
- - business plan;
- - marketing plan;
- - premises;
- - product;
- - equipment;
- - staff.
Instructions
Step 1
Decide on your specialization. Market research should precede her choice. Finding the right niche is extremely difficult without researching consumer demand. It is also important to study the market for successful and unsuccessful trading concepts. Another type of research that is desirable for conducting is the analysis of the competitive environment. For example, when a branded fish store is already open in a small town, why make another one? On the other hand, if there are always buyers in it, this indicates demand. Having drawn up your own "map of the area", which will mark all the brand stores, their specialization, the presence of customers, etc., you will be able to determine as accurately as possible which retail outlets are in demand.
Step 2
Make a business plan. Start with a descriptive part: what are you going to trade from, who to buy the goods from, who you see as your customers, etc. Next, imagine a financial model for your future business. Determine your pricing policy, describe how to determine the elasticity of demand, plan how many visitors you should serve per day and what the average check should be. If you are going to use borrowed funds - calculate the terms of the loan repayment. It is advisable to provide a schedule of possible payments (for example, quarterly, starting from the second or third quarter). Be sure to reflect fixed and variable costs.
Step 3
Rent a suitable space. It is desirable that it is located in a busy place. Despite the fact that the brand store has more shoppers than the average customer making scheduled visits, few are ready to go to the outskirts of the city in a questionable area. Therefore, location is one of the cornerstones of business success.
Step 4
Order a design project. The first stage of the work should contain a technical plan with the laying of utilities, etc. The second stage is the design of the trade and office areas, as well as the entrance group. How the facade will look will largely determine whether your potential customers will feel the urge to go inside. Purchase and arrange equipment. Obtain permits.
Step 5
Hire staff. Make sure to draw up service standards and train salespeople. It often happens that they want to sell, but in fact they have a very conditional understanding of exactly how to do it. At the same time, start drawing up your marketing plan. A branded store needs PR to inform consumers about the opening, and advertising that encourages them to come for purchases, and promotions designed to increase loyalty and return customers.
