Book trade: from a business idea to opening a store. Analysis of commodity groups. Purchase of necessary equipment and supplies

* Calculations use average data for Russia

2 200 000 ₽

Minimum start-up capital

443 000 ₽

Net profit

6 %

Profitability

21 months

Payback period

1.Project summary

The goal of the project is to open a bookstore for book retailing. This business plan is designed to justify economic efficiency project. Target audience bookstore will be all populations, ranging from children preschool age. The assortment of the bookstore will include the following product groups:

fiction;

children's literature;

educational literature;

applied literature;

literature about art, culture, tourism/local history;

professional literature;

gift literature;

office.

Investments in opening a bookstore will amount to 2,286,000 rubles. Funds will be taken from personal savings. The implementation of the project will require a preparatory stage for a period of 3 months, which will be needed for registration procedures, search for premises and signing a lease agreement, search for suppliers and conclusion of a supply agreement, repair and equipping of the premises, hiring and training employees. The payback period for the store will be 21 months.

2. Description of the industry and company

Today, the Russian book market is undergoing its transformation. According to industry status report book market in Russia federal agency in Printing and Mass Communications, over the past few years, the domestic book industry has seen a downward trend in traditional book publishing and a constant decline in the volume of the book market. In 2014, the lowest results for the production of printed books and brochures in 7 years were recorded. Since 2008, the printed mass of publications published in the country has almost halved - by 45.3%. The situation in sales is not so critical: here the market is shrinking at a slower pace.

From 2011 to 2015, the market volume in terms of money decreased from 80.5 to 75.2 billion rubles. Among the main factors of stagnation, one can single out a decrease in the readership, a gradual outflow of readers to the network, as well as a decrease in spending on book products due to a decrease in purchasing power.

3.Description of products

The store will provide customers with book products and stationery in the middle price category. The size of the average check will be 350 rubles with a markup of 75%. The share of books in the assortment will be 70%. The number of book titles is 15,000. The offered products will be divided into sections:

Fiction: non-fiction, classical literature, modern literature, historical literature, detective stories, adventures, love story, memoirs, journalism.

Professional literature: economics, business, finance, computer literature, transport.

Society and culture: literature about art, culture, psychology, philosophy, socio-political topics;

Educational literature: school textbooks, teaching aids for university students, reference books, dictionaries, encyclopedias, phrasebooks.

Religion, esotericism and more: literature about religion, astrologers, magic, esotericism, mysticism.

Sports literature: medical literature, sports literature.

Tourism and travel: maps, guides, atlases.

Applied literature and hobbies: cooking, fishing, gardening, horticulture, hunting, crossword puzzles and more.

Printing house and stationery: magazines, pencils, pens, notebooks, notepads, diaries, postcards, calendars, etc.

The choice of book assortment will be based on the analysis of competitors' offers and ratings of the most popular publications and new products.

Retailing books and stationery does not require a license. However, paper products are classified as flammable. In this regard, there are certain requirements for book trade enterprises, set out in VPPB 46-01-95. "Fire safety rules for enterprises and organizations of Roskompechat". It will also be necessary to coordinate activities with Rospotrebnadzor.

4. Bookstore sales and marketing

One of the key factors influencing the book market is purchasing power. According to the All-Russian Center for Living Standards, the number of high-income and middle-income Russians in 2015 decreased by 25% and 46%, respectively, while the number of low-income and needy citizens increased by 8 and 28%, respectively. The slowdown in the rate of consumption among Russian citizens, the transition to a savings regime and the focus on buying only essential goods against the backdrop of the continued departure of readers to the network as a whole adversely affect the book market. The market for book production is slowly but "stably" stagnating.

According to the magazine "Book Industry" for 2015, the market volume printed book amounted to 48.52 billion rubles. (taking into account purchases by budgetary organizations - 75.27 billion), while in 2011 the estimated turnover was 53.65 billion rubles. (total turnover - 80.58 billion rubles). At the same time, it should be noted that the share of bookstores, including regional and federal chains, remains approximately at the same level, while the share of kiosk chains and non-book retail is noticeably falling. The best indicators are demonstrated by online stores, the indicator of which increased from 6.69% to 10.16% (for more details see Table 1).

Table 1. Market Size and Sales Channels*

	2011		2012	2013		2014	2015
		channel share, %	estimated turnover billion rubles	estimated turnover billion rubles	channel share, %	estimated turnover billion rubles	estimated turnover billion rubles	channel share, %
Printed book market, incl.	53,65		51,73	50,38		50,15	48,52
Bookstores (including regional chains)	26,85	33,56	26,02	27,29	34,99	26,49	25,83	34,32
Federal networks	10,98	13,72	8,87	7,86	10,08	8,47	7,96	10,57
Online shopping	5,49	6,69	5,93	6,27	8,04	7,22	7,65	10,16
Kiosk networks	3,86	4,73	3,97	2,99	3,83	2,18	1,59	2,12
Non-book retail	6,47	8,08	6,95	5,96	7,64	5,79	5,48	7,28
Industry turnover (including budget purchases and unstructured sales)	80,58		78,80	78,01		76,56	75,27
Budget organizations (libraries, schools, universities)	20,53	25,56	20,42	21,93	28,12	20,87	21,57	28,65
Unstructured sales (direct sales, commissioned publications, subscription publications, etc.)	6,40	7,65	6,65	5,69		5,54	5,18	6,89

* Source: Book Industry magazine

Ready-made ideas for your business

The key niches for the Russian print market are educational and children's literature. Third place is held by fiction for adults (see Fig. 1). One trend in the book industry is the growing share of non-book items in sales. Today, the ratio of revenue from book and non-book products is estimated at 75/25 and 70/30. At the same time, the share of non-book products in the assortment is gradually increasing and can reach 30-50%.

Figure 1. The share of enlarged thematic groups in the turnover of the Russian book market (excluding budget sales and electronic publications)

*Source: Book Industry magazine

According to marketing research, the most active book buyers are women, usually middle-aged and older. This is largely due to the fact that it is women who most often purchase children's and educational literature for their children. The most active buyers of bookstores behave before the start of the school year and in the autumn-winter season. Surges in sales are also recorded in December before the New Year holidays. Traditionally, the low period is the spring-summer season (with the exception of resort towns).

Ready-made ideas for your business

To attract customers and build loyalty to the bookstore, the management of the store will pay great attention to advertising. During the store opening phase, advertising campaign With competitive program and drawings of books and other prizes to buyers. In the process of activity, the following tools will be used for promotion in the market:

organization of monthly book sales/thematic sales;

holding book free markets with the exchange of old books for new ones;

accumulative system of discounts.

holding creative meetings, literary drawing rooms and other events.

Also, the bookstore will have its own website, which will provide a product catalog, information on product replenishment, discounts and promotions, contact information.

5.Production plan

The location of the store is a street with high pedestrian traffic, the first line of houses. In the immediate vicinity of the store there are retail stores for food, clothing, pharmacies, multi-storey residential buildings (sleeping area), educational establishments(college, school, two kindergartens). Store hours are 9:00-20:00. The store area is 85 square meters. meters. It will take 100,000 rubles to repair the store, and 459.5 thousand rubles to equip the store with all the necessary equipment. Equipment costs are given in Table. 2.

Table 2 Equipment Costs

	Name	Cost, rub.
	bookcase
	Island book stand
	Counter
	Anti-theft system
	Cash machine

	Lighting equipment
	Security and fire alarm

Total:		459 500

In addition to the above list, the store will need software based on 1C to account for inventory balances and quickly search for a book of interest. Its approximate cost will be 26,500 rubles.

For the operation of the store, you will need to hire administrative, sales and support staff. Number staff units– 7. In Table. 3 are given staffing and payroll. Sales staff work in shifts. Wage will consist of a rate and bonuses for fulfilling the sales plan.

Table 3. Staffing and payroll

The average planned sales volume will be 80 average checks per day or 2432 checks per month with a revenue of 850 thousand rubles. It is planned to reach the planned volume for 3 months of work. Taking into account the preparatory period and seasonality factors, the projected payback period is 21 months. The key expenses of the main period will be rent (at the rate of 1 thousand rubles per square meter) and salaries to employees (126.1 thousand rubles). Payment will also be required. utilities, accounting services, transportation costs, security services, etc. The variable part of the costs will include merchandise replenishment and Consumables(bags, anti-theft labels, etc.).

6.Organizational plan of the bookstore

The implementation of the project will require a preparatory stage for a period of 3 months, which will be needed for registration procedures, finding premises and signing a lease agreement, selecting suppliers and concluding a supply agreement, repairing and equipping the premises, hiring and training employees.

The bookstore will be managed by individual entrepreneur. His duties will include strategic planning business, procurement organization, advertising promotion. Directly reporting to him will be an administrator-merchant manager responsible for organizing and managing sales, controlling the work of sellers and maintaining document management. Sales personnel will be represented by sales assistants and sales assistants. The duties of sales consultants will include advising on the assortment of the store, fulfilling the sales plan for turnover and checks, maintaining order on the shelves, receiving goods, pre-sales preparation, and merchandising. Sellers-cashiers will perform the duties of processing purchases through cash machine, advising customers on the range of stationery and goods in the checkout area.

7.Financial plan of the bookstore

Investments in the project will amount to 2,286,000 rubles. Funds will be taken from their own savings. Expenditure items of the investment period are presented in Table. 4.

Table 4. Investment costs

	Cost item	Amount, rub.
Investments in real estate
	Premises renovation
Room equipment
	Purchase of equipment
Intangible assets
	Site creation

A dynamically developing chain of stores located in Voronezh. A distinctive feature is active work with buyers, creative support of suppliers' shares, as well as a transparent and understandable system for building relationships with suppliers (including payments). Amital is one of the best book trade experts, a flexible and responsible partner, and the initiator of many non-standard promotions. Even during the economic crisis, there are no disruptions in work.

Stores are successfully configured for regions, sites and consumers. The staff competently manages the assortment and layout at points of sale, and also provides high-quality advice in the hall. A large number of events are regularly held, loyalty programs for regular customers are developed. The network works not only on its sites - it arranges various meetings, holidays and competitions based on schools and libraries.

The network of bookstores "Amital" has a large selection stationery and books on various subjects: fiction, educational and methodical literature, encyclopedias, gift editions and much more. For the convenience of customers, the Amital bookstore provides many services related to the sale of book products. The range of books is updated and replenished every week. Goods in bookstores "Amital" can be purchased for cash and by bank transfer. According to the invoice issued to the buyer by bank transfer, you can reserve the goods for five days, within five days the price for it will remain original. The buyer can order books that are not currently available in Amital stores.

Amital does its best to meet the needs of the most demanding customer. Thanks to the fruitful work of the organization, it was possible to expand the range of goods and increase the number of interested buyers.

The founder of the Bookvoed bookstore network is Denis Kotov, who started the book business back in 1992, selling books on the street in patches and pavilions. And the first store with an area of 100 square meters. m was opened in 2000 without own funds with the involvement of investors.

Today "Bukvoed" is 83 bookstores and clubs, as well as Cultural Center of a new type on Nevsky Prospekt in St. Petersburg, the area of which is 3,000 sq. m. The total area of stores is 35,000 sq. m. m. The core of the network is 60 stores in St. Petersburg. Gradually, "Bukvoed" enters the cities of the North-Western federal district. In the next 5 years, it is planned to open about 80 outlets there.

Bookvoed stores exist in 3 main forms: a book club, a book supermarket and a bookstore. Additionally, such types of objects as a store in a shopping complex, street retail and a convenience store are distinguished. In general, Bookvoed focuses on creating regional infrastructure in a format that is convenient for the client, mainly opening small (up to 200 sq. m.) stores in residential areas of cities and book clubs (800–1600 sq. m.) in the center.

Books occupy about 65% of the area trading floor. In addition to books, the chain's stores sell stationery, gifts, and postcards. On the basis of Bukvoed, a center with an area of 2,000 sq. m, which presents the entire range of educational, including school literature, a wide range of philosophical and historical literature. There are also themed events.

The strategic priority for the development of the network is the Internet direction. Today, the bookshelf of the Bookvoed online store has about 2 million books in 250 languages, ancient and modern. A unique search engine allows you to reserve the right book 24 hours a day in any of the stores.

The company employs more than 1500 people. According to Denis Kotov, "the most important properties of the Bukvoed team are self-learning, self-development, readiness to communicate and solve their main super-task of increasing the reading community."

Book network "House of Books" was founded in 1992. There are 44 stores in Tatarstan and 8 stores in other regions under the Dom Knigi and Book+ brands. The book network is framed by Pegas LLC. Its director and co-owner is Boris Mustashkin. Today it is the largest and dynamically developing network of bookstores in the Republic of Tatarstan.

The stores provide customers with a universal range of books from all leading Russian publishing houses, as well as stationery, postcards, puzzles, and souvenirs. The assortment of various stores ranges from 15,000 to 50,000 items of books and up to 5,000 items of stationery.

As a leading player in the market of educational literature in the Republic of Tatarstan, the network offers the largest selection of educational books and the most the best prices due to the developed system of discounts. All chain stores have specialized training departments.

"House of the Book" on the street. Tatarstan, 13 has a specialized hall with a wide range of educational and educational literature. The largest store of the network is located on the street. Dekabristov, 182 with a retail area of 650 sq. m.

The network completes educational institutions and libraries. A large wholesale warehouse and daily receipt of goods allow you to complete orders as quickly and efficiently as possible.

Trademark "ProdaLit" was registered in Irkutsk on February 1, 1996. Vadim Perevoznikov became the founder of the bookselling company of the same name. Two decades later, ProdaLit became the largest wholesale and retail operator in the book market of Eastern Siberia and entered the top three largest regional book enterprises in Russia.

Today it is a powerful bookselling network with 48 outlets in 4 constituent entities Russian Federation: the Irkutsk region, the Republic of Buryatia, the Trans-Baikal Territory and the Krasnoyarsk Territory. The total number of employees today reaches 700 people. The average area of the ProdaLit KG company store is about 400 square meters. m. The largest points (with an area of 2,000 sq. m.) are located in Irkutsk and Ulan-Ude. In terms of total sales area (18,000 sq.m.), ProdaLit currently ranks first among regional book companies in Russia.

In December 2015, the company for the first time reached a retail turnover of 1 billion rubles. The total turnover in early December 2015 exceeded 1.5 billion rubles. Also, the company's achievement in 2015 was the opening of four new stores (with a total area of 1300 sq. m) and the relocation of several existing outlets to new expanded retail space. Several outlets are scheduled to open in 2016.

According to the latest data, the range of literature offered by ProdaLit is more than 170,000 titles. The main suppliers are the largest publishing houses, as well as manufacturers of toys, stationery in Russia and the countries of the Near Abroad. To date, there are more than 300 of them, and the company works directly with most of them, without intermediaries. Today, ProdaLit stores are platforms for selling not only books, but also a wide range of stationery, art supplies, a developing range of games, and souvenirs.

For several years now, the company has been actively promoting the idea of the Bookstore as a modern cultural and leisure center. To date, there are four such permanent centers: two in Irkutsk, one each in Angarsk and Ulan-Ude. They host a wide variety of master classes, creative cool watch for schoolchildren, literary quizzes, holidays. Totally agree Last year More than 150 master classes were held at the ProdaLit CDC, attended by hundreds of children and adults.

"ProdaLit" goes out with field events to schools, kindergartens, libraries. This is how the program of cooperation with preschool children was born and has been implemented for several years now. educational institutions, schools called " Class hour with ProdaLit. The loyalty program "First Grader" serves as a guarantor of friendship and mutually beneficial cooperation between "ProdaLit" and future schoolchildren.

The network has a wide discount program. In ProdaLita stores, promotions, sales, meetings with authors are constantly held, creative projects schools in the city (for example, the "School of Real Affairs", in which high school students try their hand at promoting books and reading in their hometown).

The events “Library Night” and “Book Friday” held annually by ProdaLit became real gifts for book lovers. These holidays allow you to plunge into the atmosphere of reading, music, interesting conversations, intellectual quizzes and competitions. Every year ProdaLita hosts new year holidays, Children's Day and Knowledge Day. In 2015, the company took part in a joint project with the Irkutsk Musical Theater "Meeting with a book in the theater". Also, ProdaLit has been a sponsor of the Total Dictation campaign for 3 years.

The network of bookstores "Chitay-Gorod" is the leading book trade association of our country and has more than 290 trade enterprises in 108 cities of Russia. The chain stores successfully work for residents of Moscow and the Moscow region, the Central Federal District, the Volga Federal District, the Kuban, the Urals, Siberia, Bashkiria, Tatarstan, Primorsky Territory.

In 2015, 70 new stores were opened. At the same time, the lion's share of discoveries falls on the regions, incl. to remote areas of the country: Ust-Kut, Usolye-Sibirskoye and Angarsk (Irkutsk region), Bor and Dzerzhinsk (Nizhny Novgorod region), resort areas - Yessentuki and Sochi, Vladivostok. Since the beginning of 2016, 26 new stores have been opened: in Smolensk, Tuapse and Biysk. The number of chain stores in Yekaterinburg has grown to 10, and in Novosibirsk to 9.

Chitay-Gorod stores are multi-format outlets- from small, with an area of \u200b\u200bless than 200 square meters. m., to book supermarkets with a sales area of 2,000 sq. m. All network stores are distinguished by a number of features: a wide range of books on any subject; trained personnel; self-service system; competent organization of the trading space; convenient navigation; bright modern design; interesting programs to promote books and other products.

Bookstores "Chitay-Gorod" are positioned not only as a place to buy books, but also as cultural and leisure centers. In 2015, more than 700 events were held in the stores of the network, including master classes for children and adults, various seminars and trainings, presentations of new publications, meetings with popular writers.

In working with suppliers, the Chitay-Gorod network does not distinguish between "large" and "small" publishing houses. This allows each store to create a unique assortment of books in a variety of fields of knowledge.

Opening new stores in the regions, the Chitay-Gorod network actively participates in the life of each city: it arranges charity events, helps in organizing citywide events, and acts as a partner in various projects.

Key projects to promote books and reading (2015-2016):

flash mob “The whole city reads, the whole country reads” (united more than 1,200 reading enthusiasts from Belgorod to Irkutsk who came to the Read-Gorod stores to read their favorite books aloud);
the project “We love books, we choose reading” (more than 1,600 book lovers across the country spoke about their favorite books, shared their impressions of what they read and made their recommendations; the action was timed to coincide with Russia Day in 2016);
Read-Gorod is a partner of the annual educational campaign "Total Dictation" (the company provided the winners of the book and all participants of the campaign with discounts on the purchase of books in the stores of the network as a gift);
Chitay-Gorod is a partner of the Open Your Mouth All-Russian Reading Aloud Championship (the company provided books for the Championship, which in 2015 covered more than 4,000 participants in 50 Russian cities).

Every year the stores of the chain are marked as the best Russian stores in the field of bookselling. "Chitai-gorod" participant and winner of the contest "The best bookstore in the city of Moscow" ("New bookstore" in Kuzminki, "Read-gorod" on Tretyakovskaya, "Read-gorod" on Polezhaevskaya, "Read-gorod" in Otradnoe), " All-Russian competition bookselling enterprises” (stores in Moscow, Kaluga, Rostov-on-Don, Novosibirsk, Yekaterinburg, Chelyabinsk, Kazan, Saratov, Ryazan, Ufa, Yaroslavl, Stavropol, Penza, Belgorod).

The Chitay-Gorod chain stores annually take part in the country's largest book forums: the Red Square Book Festival, the Moscow International Book Fair (MIBF), and the Non/fiction International Fair of Intellectual Literature.

The capacity of the book retail market in Russia, according to analysts, today reaches 2 billion dollars. According to a study conducted by Discovery Research Group (DRG), for the last three years (as of May 18, 2011), this figure has been steadily increasing. At the same time, the total print run has been declining since 2008. If in 2007, according to the calculations of the Russian Book Chamber, it amounted to 702.3 million copies, then in 2010 - only 633 million. At the same time, the average circulation for the specified period decreased by almost 30%. Market growth is ensured not so much by an increase in sales as by a constant rise in the price of books. At the same time, experts agree that the Russian book market is far from being saturated, and the only problem is that not all stores are able to sell their goods. marketing sales competition assortment

Today, despite the development of the Internet and trade through catalogs, in Russia, according to all book market experts without exception, the bookstore remains the main tool for bringing books to the buyer. But data trading floors catastrophically lacking. So, according to the calculations of "TOP-knigi" now in Russia there are 60 thousand inhabitants per 1 bookstore, while in Europe (the Czech Republic, Germany, Hungary) - 10 thousand inhabitants. Moreover, the distribution of "shops-residents" in our country is carried out far unevenly.

At present, there are no more than 4,500 enterprises in Russia that call themselves bookstores. In reality, there are 3,000 bookstores of various formats, that is, stores with an area of at least 50 square meters. m., where the book trade is the main one. About 2,000 of these are independent non-chain stores, 500 are publisher chains, and 500 are independent chains. The number of stalls in open markets and street stalls in Russia is 10-20 thousand points, and book departments in non-core stores in Moscow - 450-500 outlets.

"Today, approximately 60-80 thousand titles of literature are presented on the market at a time - these are titles that are in demand in 2009, and some of the titles of previous years. According to experts, the total assortment that passes through the leading bookstores during the year is already reaches 100-150 thousand items, and the one-time assortment that could be presented is about 75-80 thousand items.

The main share of the turnover of bookselling companies is still accounted for by stationary book trade - about 70%, which is explained by the slow development of other sales channels (online stores, postal trade, catalog trade, etc.).

Compared to the world market, in most developed countries, the development of book retail is carried out mainly by independent companies and large wholesalers. The retail channel is fully structured, there are uniform trading standards, and fixed prices for books have been introduced in many countries. In the West retail and publishing business diversified. Publishing houses do not form their own retail networks, but only build a system of relationships with retailers and wholesalers.

In Russia, retail trade is built according to a completely different scheme: publishing houses are actively creating their own retail chains, where they mainly supply their assortment. At the same time, the assortment of competitors is placed with a higher trade margin than the rest of the books. There are also examples of strategic partnerships where publishers do not dictate retail chains, what assortment to sell, but there are fewer such cases. Such a policy of publishing houses has a negative impact on trade turnover, since the consumer is interested in a store with the largest possible range of literature.

There are negative trends in the Russian book market that make business low-profitable for book dealers and do not give book publishers the opportunity to develop.

Among the main problems of the domestic book business today are the following:

- Low profitability of the market - 8-10%, which indicates an unstable financial position industry, as well as slow turnover of funds. Due to this, there are high risks for potential investors, and the result is the lack of proposals from Western and Russian investment companies;
- Imperfect system of taxation of publishing houses, causing an increase in costs for publishing companies, a decrease in profits, a forced underestimation of actual circulation;
- A pronounced concentration of the publishing and bookselling business in Moscow and St. Petersburg against the backdrop of a severe shortage of bookselling and publishing companies in other regions, which contributes to an overproduction crisis caused by the absence of regional sales markets, a decrease in sales due to a decrease in the number of buyers, a general drop in interest to reading;
- Poorly developed trade and retail network, which is far behind the development of the publishing market. This causes a limitation in the capacity of distribution channels and a decrease in the market volume in terms of value;
- The unsatisfactory state of the domestic printing base, unclear prospects for state-owned printing houses, high paper prices, due to which the cost of books increases and, as a result, they become inaccessible to a significant group of low-income consumers;
- Low (compared to European countries) prices for books at comparable prices for printing and paper. Hence the deterioration in the quality of books due to savings on the payment of qualified personnel, a decrease in the income of publishing houses;
- Reducing the population of Russia and a drop in interest in reading among Russians, especially among the young part of the readership, which entails a reduction in the number of book consumers, pessimistic prospects for the book market due to a sharp decrease in the target audience;
- Insufficient state regulation the book industry, the lack of state assistance to publishers and bookselling companies, which greatly slows down the development of the book business and causes high risks for potential investors;
- Opacity of the market - no unified system accounting for published and sold book products, there is no open data on the turnover of companies. This entails the absence of official sales statistics, the inability to accurately calculate the volume and potential size of the market, high risks for potential investors;
- The almost complete absence of a marketing strategy aimed at promoting specific products to a specific buyer, which means that publishers are losing consumers, because there is no advertising strategy promotion, there is an unreasonable expansion of the assortment due to repetitive positions, which leads to a decrease in sales;
- An acute shortage of qualified personnel at all levels of company management. As a result - the deterioration of product quality and a decrease in publishers' income.

But there are also positive trends in the domestic book market. Among the main factors contributing to positive changes in the book market are the following:

- The transition to more expensive editions, a decrease in interest in paperback books and, as a result, an increase in the turnover of the book market and, accordingly, the income of publishers;
- Active development of network book trade, the emergence of modern trade formats, distribution centers, due to which there is an increase in the throughput of the trade network and it becomes possible to develop the regions;
- The development of online book trade, the emergence of online bookstores, as a result of which the attraction of a younger part of the audience increases, an additional distribution channel appears;
- Creation of associations of publishers and book distributors (RKS, AKI, ASKR). Thanks to this, potential consolidation of the industry begins, it becomes possible to defend the interests of market participants at the state level, as well as the opportunity to conduct large-scale market research, which is necessary for long-term planning;
- Increasing the income of the population, which contributes to the potential increase in the turnover of the book market;
- Successful projects of cooperation between publishers and the film industry ("The Lord of the Rings", "Hary Potter"), which creates additional opportunities for advertising books and results in an increase in sales;
- Development of effective marketing strategies by separate large publishing houses, which contributes to a more detailed study of consumer preferences, increasing the level of consumer awareness of novelties in the book market;
- Attraction of investments in the book trade and publishing business ("Top-kniga", "Olma Media Group").

So in modern conditions The Russian book business is a developing field of activity, which has its own positive and negative trends, undoubtedly requiring constant improvement of technologies and the implementation of effective management approaches.

Despite the possibility of using electronic media, books have not lost their relevance. The idea of opening a bookstore has great potential for successful implementation. But it is necessary to approach it fully armed, that is, to develop a competent business plan for a bookstore, where all questions of the concept of the future business should be reflected:

its expediency and development prospects in certain conditions;
characterization of the existing book market;
organizational and legal issues;
calculation of costs, investment and other financial indicators;
assessment of potential income;
risk analysis.

Brief business analysis:
Business setup costs: 700 thousand rubles
Relevant for cities with a population:from 100 thousand people
Situation in the industry:high competition
The complexity of organizing a business: 2/5
Payback: 8-12 months

Business Description

A book selling business can have many different options. The choice of option depends on such factors as the relevance of a particular book product in a particular city, the real possibilities of organizing a bookstore with financial side, cooperation with book publishers, etc.

For book lovers in big cities, a bookstore with a wide range of products is relevant. There are other options to consider:

bookstore with exclusive books;
a small store with related products;
bookstore.

Despite the decline in the interest of the population in the book as a whole, competition among bookstores, especially in cities, is quite strong. Therefore, it is so important to think over a business development strategy not only for the first years, but also for the future. Experts recommend opening not just one, but a chain of bookstores. This will reduce competition and give a large turnover of sales, on which the profitability of the book business primarily depends. Even if you plan to open one bookstore, you need to plan for expansion in the future.

Description of services

Naturally, the main service of a bookstore is the sale of books. Book production can be represented by the following sections:

educational, methodical literature and dictionaries. This section is in demand among a large group of buyers - students, students, teachers, scientists etc.;
fiction. This section can be divided into subsections: novels, detective stories, fantasy. There are quite a few fans of this product, so this section must be presented in a wide range;
children's literature. This type of book production is also in demand. Particularly in demand are books for preschool age, made in a colorful design;
special literature. This is also a section of many types, which may include books on military history, martial arts, medicine, technology, astrology, law, etc.

In addition to the main book products, other types of publishing products can be presented in the store:

magazines;
newspapers,
literary posters.

Market analysis

The development of the book business in Russia, as in all countries of the world, is associated with a decline in the interest of the population in reading. The preferences of modern Russians, as studies have shown, relate to business, educational and applied literature, while interest in fiction noticeably decreases.

But oddly enough, against the backdrop of a decline in interest in the book, there is an increase in the book market and an increase in the number of bookstores. Today, there are more than 2,000 bookstores in different regions of the country, but mostly in large cities. Moreover, many of them are of a new format:

combining a cultural and leisure center and a bookstore directly;
bookstore in malls.

These new formats are big cities- Moscow, St. Petersburg, Yekaterinburg, Krasnodar. In such stores, book exhibitions, meetings with writers, and various promotions are held.

In the regions, the picture is different. Medium and small bookstores struggle to compete with non-bookstores, as their profits do not allow them to pay the same amount of rent as grocery or beauty stores.

Today, retail bookstores remain the largest distribution channels for books, although they are being squeezed in competition by chain stores and online stores. Forecasting for the book trade business today is rather cautious. Before starting a business in the form of a bookstore, one must carefully weigh all the positive and negative points for each specific case. First of all, you need to take into account the needs of potential buyers, study the competitiveness of products of different genres and choose the most popular ones for your business.

At the moment, the most competitive are bookstores with a wide range of products. positive side business is the large number of book publishers that are extremely interested in selling their products.

Over the past 5 years, there has been an increase in book sales profits. This is due to an increase in the price of book products.

Marketing plan

organizational plan

If the store has one owner, then it is better to register the business as an individual entrepreneur. If the store is established by two or more co-owners, then it is better to register the business as LLC.

No license is required to set up a book trade business. But the books are flammable products, so there are certain requirements for trade organizations. These are the “Fire Safety Rules for Enterprises and Organizations of Roskompechat”, according to which the owners of bookstores bear criminal, administrative and disciplinary responsibility for their violations. Also, their future activities will have to be coordinated with Rospotrebnadzor and the sanitary and epidemiological service.

Business management is the prerogative of the store owner. His responsibilities include coordination of all business structures, its planning. Directly subordinate to him is the administrator, whose duties include organizing the purchase of products, maintaining the turnover and documentation for the goods.

Requirements for sales assistants - implementation of the sales plan, consulting on the store's product range, receiving goods, merchandising, designing racks, shop windows and purchases.

Financial plan

Starting costs for opening a bookstore at average prices will be something like this:

purchase of equipment - 150,000-200,000 rubles;
purchase of goods - 350,000 rubles;
decoration of the premises - 110,000 rubles;
expenses for registration and registration of a business - 40,000 rubles.

In total, it turns out the amount of 700,000 rubles. Now we need to calculate the profitability of the business. The average income can be up to 600,000 rubles. From this amount, you need to calculate the monthly expenses:

rent of premises - 120,000 rubles;
salary to employees - 160,000 rubles;
purchase of goods - 150,000 rubles;
utility costs - 20,000 rubles.

Subtract the amount of expenses from the amount of gross income and get the net profit for the month:

600,000 - 450,000 \u003d 150,000 rubles.

Taking into account the tax of 6%, the business can pay off within 8-12 months.

Risk analysis and insurance

It is impossible to predict all the risks that are possible on the way of the development of the book business, like any other. But it is quite realistic to analyze the potential ones and reduce them to a minimum.

The main risks that stand in the way of any business can be divided into two groups:

external, which are not subject to the businessman;
internal, which can be eliminated completely or partially.

TO external risks relate:

change in the political situation in the country;
difficulties with the implementation of legislation due to constant changes in business laws;
economic situation in the country. Today, these are the presence of sanctions, the unstable exchange rate, the lack of assistance from the state;
natural disasters.

Internal risks:

production: rent increase, loss of reliable suppliers;
market: instability of prices for book products, changes in demand for goods;
financial: making a profit much less than expected.

Internal risks can be adjusted by the entrepreneur himself and depend on his capabilities. You can reduce negative risks, for example, by diversifying - creating several independent sources of income. For example, in the book business, it is recommended to have several suppliers at once in order to level out situations with non-compliance with the terms of delivery of goods or the unilateral termination of the contract for the supply of products.

Insurance will also help reduce risks and negative factors in business. This is one of the reliable ways not to lose all funds as a result of any situations: industrial, financial or others. For small and medium businesses, there are the following main types of insurance:

goods during transportation;
material values as a result of natural disasters;
from bankruptcy.
from a production break, in connection with which the loss of profits and unplanned expenses is possible.

Conclusion

So, the book business is quite accessible for implementation if there is a well-developed business plan and a great desire to implement it. But experts in the book business recommend it to those people who themselves love and know literature. After all, a business based on a beloved and understandable business always succeeds.

In addition, the draft Tax Code of the Russian Federation abolishes the most important tax incentives for education and science. So, educational activities not classified as non-economic activity, exemptions from taxation on land use, property and real estate, scholarships, purchase of books, educational and laboratory equipment, educational services and etc.

F Forwarding and transportation of book products Moscow - St. Petersburg, St. Petersburg - Moscow

SH suppliers of book products

Educational and scientific book production - +

The sale of scientific and educational book products, as well as editorial, publishing and printing activities for its production and sale, in accordance with the Tax Code, are exempt from tax until January 1, 2002.

Tax is also not levied on the sale of media products, book products related to education, science and culture, editorial, publishing and printing works and services for the production of media products and book products related to education, science and culture.

Profits received by editorial offices of the mass media, publishing houses, information agencies, television and radio broadcasting companies and organizations for the distribution of periodicals and book products received from the production and distribution of mass media products are exempt from tax in the part payable to the federal budget. Profits received from other types of activities and directed by them to finance capital investments in the main profile of their activities, according to Russian tax legislation, are not subject to taxation in the budgets of all levels.

A wide range of book products will satisfy the most

The list of sales tax benefits is established by federal law and is the same throughout the Russian Federation. Goods and services of daily demand and social importance are not subject to sales tax bakery products, dairy products, baby and diabetic nutrition, housing and communal and funeral services, passenger transportation services public transport, educational and scientific book production, etc.

In these cases, for each version of the product or its product modification, the buyer may be asked for its own price. Thus, the prices for printed books in paperback, hard cloth or luxurious leather bindings (folios) can differ in the most significant way - many times over. The same provision applies to toilet soap- without packaging, in standard packaging and in luxury packaging.

Expense is the cost of media products and book products not sold within the following periods

book sales managers

Parcel trade is engaged in providing the population, enterprises, organizations with book products, stationery, audio and video recordings, medicines. With the help of such trade, consumers can also receive some products for industrial purposes (spare parts, tools, hardware, etc.).

Publishing products can be considered as a product that has a dual nature. Firstly, it is a product of spiritual creativity created for the purpose of human intellectual development. Influencing the spiritual sphere of a person, encouraging him to improve in the direction of changing reality (power, culture, economy), the book remains the main ideological weapon in the hands of a person. Secondly, the book can be viewed as a product that creates its own market - the market for book products. It has long been dominated by special market relations.

In accordance with Karl Marx's famous statement that consumption creates the need for new production, one can explain the motivation for the formation of the publishing business. Mass consumption of book production, inherent in such countries as Russia, Germany, France, serves as the basis for the reproduction of the need for a book. It is the dialectical nature of the relationship between publishers and wholesale (or retail) consumers that forms the publisher's motivation for further activity; the production (publishing) of a book induces its consumption.

The financial market of book production forms the basis of book publishing, supports its strength and stability. The source of capital for book publishing activities is the publishing house itself. Funds from the sale of books are immediately included in the reproduction process, i.e. in book publishing. However, under conditions of inflation and other