Ecology in the business of children's goods. Business model presentation: products from the farm. Do I need permission to open
Trade in farm products uses all the main consumption trends: buy Russian, buy healthy, save time on shopping. Shops with farm products are opening all over the country, while the quality of goods varies everywhere. What business on Russian eco-products has a future?
The fashion for natural products without additives covers large Russian cities. Someone is looking for healthy meat, milk and vegetables in online stores, someone several times a month organizes food requisitions in the surrounding villages. The first city shops of farm products appeared in Moscow about 10 years ago, but successful development segment can only be spoken of in relation to Moscow and St. Petersburg. What is this business, what consumer sentiment is built on, what are the prospects. Will try to figure it out.
Fashion or trend: boom on healthy
Is the demand for natural so great? According to Nielsen, Russians are primarily inclined to buy at home: meat (81%), milk (80%), vegetables (75%) and fruits (67%). Patriotism is explained only by the favorable price, but also by the desire to purchase a natural product with a short shelf life.
As a factor inducing to buy domestic rather than global production, the Russians indicate:
- 56% - favorable price;
- 43% - “have already taken it, liked it”;
- 32% - safer ingredients and manufacturing process.
According to the Romir research holding, despite the crisis, Russians pay attention to the composition and shelf life of products, preferring environmentally friendly and fresh products without GMOs. According to a 2015 TNS study, 67% of Russians agree to buy more expensive food products, provided that they are organic.
Concerns about health in general and healthy eating in particular make people look for locally produced products on the shelves of stores: many console themselves with the illusion that Russian food production technologies lag behind world ones, so preservatives and nitrates are not used.
The growing interest of Russians in high-quality healthy food is also proved by Yandex statistics. For 10 months of 2015, compared to the same period in 2014, the number of requests increased:
- "natural products" - by 78%;
- "fresh products" - 3 times.
There is a demand for useful and natural products of domestic production and it is growing. Traditional networks and shops practically leave it unanswered.
Organic food market: in Russia and in the world
The prospects for farmers and their products are significant. However, today consumers and producers exist in parallel universes: farm products are hard to get on the shelves. retail chains due to the requirements for volumes, selling prices, packaging, and the mass of the buyer comes to shop here.
In general, the Russians are not alone in their desire to join natural food. Organic products without chemicals and artificial additives are a global trend. To date, 84 countries around the world have adopted laws on organic farming. The EU biofood market is growing by 15-20% annually.
Organic market leaders in the world:
- USA - $29 billion;
- France - $9.2 billion;
- Germany - $5.2 billion.
What is in Russia? Our trade in natural products is in its infancy, so it has not yet come to the attention of official statistics. According to the Union of Organic Farming (POPs), in 2013 the volume of the domestic market of certified bioproducts amounted to $148 million - less than 0.2% of the total food market. At the same time, 90% of eco-products are imported.
With the concept of "farm product" in Russia today there is uncertainty: the regulatory framework for organic agriculture is just beginning to take shape.
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IN given time In Russia, an organic food product is called:
- grown in conditions that improve the ecosystem, preserve soil fertility, protect human health;
- processed by biological/physical/mechanical methods in nature;
- obtained without the use of pesticides, chemical. fertilizers, growth stimulants, antibiotics, hormonal/veterinary drugs, GMOs, not exposed to ionizing radiation.
The formation of a full-fledged regulatory environment in the field of production, determination of the composition, labeling and certification of organics will help clear the market of pseudo-farm traders and identify real natural products. In addition, POP experts expect the market to increase to $300 million from the regulation of the legal field.
Farm Trade Models
Today in Russia, the implementation natural products farmers themselves and intermediaries. Farmers use several ways: open specialty stores in production or online stores, sell to neighbors and through word of mouth, arrange deliveries to health food stores and restaurants.
There are three models of farm shops:
- Internet projects;
- traditional offline stores;
- projects using both sales channels: online and offline.
Features of traditional farm shops:
- Format. Most often used "At home" - a modest assortment is placed on a small area. Sometimes the store concentrates on only one type of product, such as dairy or meat products. For a small number of commodity items, it is easier to track the quality.
- Assortment and its structure. Wide or narrow, a large proportion of perishable products, up to 70%. For comparison: in large supermarkets, the share of products with short term storage - 7-15%. Outlets selling exclusively local farm products usually offer a seasonal selection.
- Markup and prices. Prices are higher than in supermarkets. Abroad, products labeled "organic" are 20-30% more expensive than their counterparts. In Russia, the difference in prices is greater: the markup on healthy products can be 50, 100 and 200%. The market is not developed, the culture of healthy food consumption is in its infancy - this is how a creative attitude to prices is born. In some cases, high margins are set deliberately high in order to support farm production.
- Selection of manufacturers, examination of products. Real farm shops set high standards for product quality and organize a rigorous selection of suppliers. This is done by technologists or specialists internal department expertise, and at the stage of concluding a contract, they check raw materials and production processes, then the goods monthly pass laboratory examination.
- Service. Available individual order products and other features.
A few words about network projects. Today, there are physically few farms in Russia, so they simply cannot cope with large volumes of supplies. Some networks are forced to cooperate with small industrial producers in addition to farmers. Calling such projects farming is hardly true. But if the goods are tested for quality and naturalness before being placed on the shelf, then we are talking about “healthy food” stores.
As for services for the delivery of fresh and organic products. The intensity of Internet use is not uniform across Russian regions. The share of active users is growing, but so far only residents of large cities are ready to place online orders for products. However, the future belongs to specialized online stores of organic products, which will cover the needs for healthy food and allow consumers to save time on shopping trips.
Successful farming projects
There are many players in the organic food trade today. Basically, entrepreneurial activity in this area is concentrated in Moscow and St. Petersburg. In the capital, for example, the number of stores selling farm products goes into the hundreds (including online trading). How is business organized in three well-known Russian projects?
Izbenka and VkusVill: a chain of eco-food stores
Andrey Krivenko's chain of traditional healthy food stores is developing simultaneously in two directions:
- "Izbenki" - small establishments (15-20 sq. m.) with farm dairy products with short term validity. Assortment - up to 70 items.
- "VkusVilli" - stores with an area of 60-120 sq. m with an assortment of 700-800 commodity items: meat, fish, fruits, vegetables, bread, juices, sweets, etc.
Are all products really from farms? No, but the network does not hide it. Of the 200 suppliers VkusVill works with, 10-15% are large industrial enterprises, the remaining 85-90% are small industrial producers and farmers.
How the business is organized:
- the network's mission is to think about the buyer first;
- cooperation with trusted suppliers, 3-4 for each type of product;
- a small assortment (600 positions per 100 sq. m.), 70% of which is “fast port”;
- absence own production;
- strict quality control (collection of customer reviews, laboratory examinations, production audit);
- sale of goods under private label (own trademarks);
- low margin for the segment - 55-56%;
- average check - 500 rubles.
The network's indicators prove its effectiveness: the number of Izbenok opened in Moscow is 300, VkusVillov is 130, the network's revenue in 2015 increased by 40% compared to the previous one.
Moscowfresh: online store of market and farm products
Moscowfresh positions itself as an express delivery service for fresh produce. The founder of the company is Lev Volozh. The assortment includes farm dairy and meat products, poultry, quality goods from Moscow markets, imported chilled fish, vegetables / fruits, as well as pastries, tea, coffee, sweets.
How the business is organized:
- prices are higher than in supermarkets, but lower than those of competitors;
- minimum order - 1,900 rubles;
- delivery within the Moscow Ring Road costs 290 rubles. and takes 2 hours (urgent - 90 minutes);
- assortment - premium quality products from trusted suppliers (Moscowfresh quality is confirmed by certificates from city markets, it also guarantees its own control);
- Items you don't like can be returned or replaced.
LavkaLavka: for the sake of both the buyer and the farmer
The most recognizable farm brand in Russia is LavkaLavka. The project originated in 2009 in the form of a LiveJournal account, when not a single farm online store existed yet. In the first year of operation, the turnover of Lavka amounted to 900 thousand rubles, in 2014 - 250 million. The company was founded by Boris Akimov, a former artist and programmer, now a real farmer and ideologist of a return to organic farming.
Today LavkaLavka is:
- 5 offline Moscow farm stores and an online store with a developed network of pickup points;
- restaurant "Mark and Lev";
- farmers' market at Mega Khimki;
- a farmer's cooperative whose goal is nothing less than the revival of agriculture and the lost Russian gastronomic traditions.
LavkaLavka is a farming association and a powerful communication channel between small agricultural producers and urban residents. Suppliers of "Lavka" - members of the cooperative - small and medium-sized farms that have been certified according to the Internal Standard LavkaLavka.Expertise. Large agricultural enterprises are closed to Lavka.
Prices for organic products here are high even by Moscow standards. However, the cooperative does not pay dividends, investing all profits in the development of the project. Therefore, purchasing goods at premium prices is a conscious choice of Lavka customers, and a kind of investment in responsible Russian agricultural producers. LavkaLavka regularly launches crowdinvesting (aka crowdfunding), the money raised goes to the development of farms.
Project idea:
- the consumer is 100% sure of the quality of Lavka's products;
- a certified farmer does not compete with a reseller, receiving a stable distribution channel and payment adequate to the labor invested.
Unlike Moscowfresh, Lavka considers farm products (healthy and useful) only those products that are produced in accordance with all the norms of eco-farming and does not trust the word of suppliers.
As an afterword
Dozens of regional and metropolitan farming projects, responsible producers and / or sellers providing citizens with safe and healthy food remained behind the scenes. The store of natural products is both a sought-after business and socially significant project. Russia's turn to organic farming, and the population to natural food, is a matter of the near future. Therefore, farming, production and sale of healthy products is a long-term trend. Join.
Under farm products, it is usually customary to understand those products that are of natural origin and were obtained in natural conditions: meat, milk, vegetables, berries. The cost of such goods is higher than in ordinary stores, as products from the village are considered environmentally friendly and healthy.
Is it profitable to open a store with home delivery of products from the farm?
Demand for farm products is usually concentrated in big cities. Not every resident can afford to spend time searching natural products. Time in megacities is the most valuable resource.
Moreover, many residents are concerned environmental issues and they constantly have to deal with information about the benefits of healthy food. Fuel to the fire of demand is also added by the lack of trust in a number of manufacturers and periodic references in the media about sanitary checks.
Against the background of all this negative cut, farm products are perceived as light at the end of the consumer tunnel.
Let's outline the psychological portrait of the target buyer:
- Woman over 30
- Housewife
- Mother of one or more children
- Family income above average
- Looking after family health
Let's take note of this description, but let's not raise it to the absolute. Now it is worth paying attention to the business that is associated with farm products.
Online store of farm products
The wording of the idea is simple: Do you deliver farm products to your home?". Suppose you have already organized everything and are ready to enter the market.
Have you already calculated how many orders you need to service in order for your business to bring a certain profit?
According to several owners of such firms, the bulk of the income is in regular customers but not in single orders.
The more regular customers, all the better. Their number should be proportional initial investment. The average is 50 people.
You can not just sell natural farm products with home delivery, but make a service with a subscription to this service. For example, fresh milk at home every Monday or a set of vegetables on Wednesdays. Get creative and of course ask your customers what they want.
Due to the fact that the cost of farm products is higher than the average retail market price of similar products, then your customers will be people with an income above average. BUT regular customers- rich people. Thus, it is necessary to think over the main advertising platforms in order to ensure high conversion.
Choice of goods and suppliers
Decide on a specific product niche. It all depends on the size initial capital. It is extremely unprofitable at first to trade all groups if the initial investment is not too large.
Suppliers can be found in two ways:
- Negotiate agreements with farmers
- Enter into partnership agreements with private suppliers
The first method is relevant in the presence of regular customers, and the second at the beginning of work commercial organization. Why? Yes, because such a model will minimize the risk of being left penniless.
In a partnership agreement for farms, you prescribe the commission that the supplier will receive when selling the goods, the volume of production, the wholesale price per unit.
Private providers do not require such serious legal nuances. It is more important for them to find a point of sale, as for many of them this is a chance to make good money with their usual business. You simply assign a price, for example, for one liter of cow's milk, and start cooperating.
Delivery organization
Wholesale orders for farm products are extremely rare, as your client is a private individual. Therefore, at the initial stage, it makes no sense to spend financial resources on large vehicles.
you can use courier service- Ideal for start-up entrepreneurs. A partnership agreement is concluded with a transportation company. And when you have an order, you, with the help of the couriers of the company, deliver the goods to the buyers.
Another option is to arrange your delivery service. While the number of orders is small, you can even deliver the goods yourself. Or immediately hire couriers and drivers. Depending on the initial investment, drivers can drive their cars or yours.
For any business related to home delivery, couriers are the face of the company, so the issue of delivery must be approached responsibly.
Just remember that some farm products, such as eggs, meat or milk, must be refrigerated. Therefore, you may need refrigerator vans.
Product freshness
You have already chosen a specific product, suppliers. Now we need to get acquainted with how to keep the freshness of products.
Let's not go into technical features but you just need warehouse space with refrigeration equipment. It is also necessary to make it a rule mark the date of manufacture on the packaging.
An alternative option for not storing goods is to deliver products directly from farmers to customers if you manage to think through the logistics. In addition, the shelf life of farm products is low, since no preservatives are used.
Internet site and advertising
Based on the portrait of the target consumer, it is better to advertise in healthy food restaurants, in expensive supermarkets. In addition, no one forbids you to hire several promoters for the day, give them your flyers and send them to the rich area of the city.
Depending on the quantity of goods and common organization business processes, you can get by with a simple website or create an entire online store of organic products. Use contextual advertising to find clients.
Video about creating a farm products store
Such a business must be constantly developed, maintained and promoted. You should not immediately chase profit, it is better to work for quality and regular customers, and then for quantity.
The Kalina-Malina chain of stores was launched by the team of the Peasant Farm Volkov A.P. - a well-known Kuzbass producer of sausages and meat delicacies. In two years, the project has grown to a major chain player, managing fifty stores throughout Siberia (90% in Kemerovo), and gathered around itself a cooperative of farmers, some of whom literally restarted production for the sake of Kalina-Malina. At first, the traditional farm set - fresh milk and a homemade egg - was located in Volkov's branded stores, where for products farms set up the department. Convinced that the project was profitable, the founders of Kalina-Malina moved outlets to other sites and began to develop the franchise. In an interview with Five o`clock, the head and co-owner of the project Artyom Volkov told how he selected the best farmers, what is the most difficult thing in partnership with rural business whether the Kalina-Malina cafe makes a profit and why online sales of fresh products remain “minor”. The publication "Smart Money" cites this interview on its pages.
Artyom Volkov
Co-owner of the Kalina-Malina chain, KemTIPP (meat and meat products technologist), 30 years old
- "Kalina-Malina" started against the backdrop of food sanctions coming into force, and you must have counted on the notorious import substitution. Not in vain?
Yes, there was such a trend, but we did not follow it, we did not catch the “recommendations” from above. There was an understanding that we were ripe for such retail. The idea arose even before the crisis, sanctions and prohibitions. It can be said that we are engaged in optimizing the sales of Volkov's meat products. We tried to make departments, find a place for a farm niche. And in general, how many imports are sold in the segment of farm products? Have you seen a lot of foreign eggs, milk, cottage cheese on the shelves? This is 0.0001% of the entire market. These are products that cannot be made in Russia under any circumstances, things that do not grow and take root here. So they left the market. I cannot say that we have replaced them.
Why did you decide that Kuzbass is ready for farm products? Did you have any customer demand analytics?
Well, analytics is a tricky thing. If you order it for someone, they will show you the numbers, but where are the guarantees that these people are not mistaken? There was confidence at the level of intuition and little experience: before launching Kalina-Malina with a wide range, we tried to sell the milk of one farmer whom we personally knew and respected. It was an experiment: the product cost more than the market average, but it was of better quality and fresher - will they take it? The buyer voted in rubles. As a result, the average check [Volkov] grew, sales went up. Everything indicated that it was necessary to continue and launch a separate direction. So there was "Kalina-Malina".
- How much time did it take?
Six months. First, sour cream and cottage cheese were added to milk, then an egg. We started looking for other farmers. In parallel, we agreed with LavkaLavka on a seminar, began to develop design, prepare areas in stores, shelves, refrigerators. In principle, at the first point everything was already for sale, no big investments didn't need to. We just stylized one department as “eco”: we made everything from wood, even the floor. Naturally, if it were a separate someone else's premises, another store, everything would cost a multiple more. We met 600,000 rubles ( shop equipment, design, marketing, advertising) and opened 4-5 more similar departments in six months.
- How did you find suitable farmers? What were the selection criteria?
This is the value of our work, our main competitive advantage is the search for the best. We went from the contrary: in supermarkets, all products are from dealers and wholesalers, which means that we will only have small farmers. In networks, intermediaries - we will work directly with the farmer. Preservatives, dyes, GMOs are everywhere - we are for a natural product. Everyone has a long shelf life - we have exactly as long as the product "lives" in natural conditions; it is usually "fast". Another important point: we work only with the Siberian product, we do not carry anything from other regions. Plus a subjective factor: we must like the farmer, otherwise we won't work together. After such a selection, we go “for an audit”. Our scouts regularly evaluate the level of local production: hygiene, dishes, appliances, temperature, documentation. It's such a mess! We wait six months for some of them until they correct all the shortcomings or draw up the documents. This is followed by laboratory testing. This is also important: a farmer can do everything perfectly once, and then start hacking, adding something, using chemicals.
- Don't all farmers work directly, don't use preservatives and have documents?
No, absolutely. To obtain documents, at least a veterinary certificate, you need to at least register your private household plot. This is if you have one cow or a garden, and you sell only in the market. If you decide to get confused with the sales market, go online, then you need to register an individual entrepreneur, LLC or peasant farm and pay taxes. And why, when you can just go to the market or sell to buyers? That's what most do. It is very difficult to persuade people to change the form of ownership, to switch to individual entrepreneurs and taxes. But there is no other way - they will not be allowed into the store. When we convince, it turns out cool. For example, they started a farmer for tea. He had cool tea, but without documents, without anything at all. We got hooked on him, let's persuade him to arrange everything, but he hesitates: yes, well, why, but I don’t know where that is. It really wasn’t all that simple there: either it was a medical preparation (it contained oregano), or something else. We figured out for a long time how to register it, we were driven to all instances. It turned out that the medical industry in Russia is arranged in such a way that all these certificates and permits cost millions. We tried to register these herbs not as pharmaceuticals, but as a food product. The whole topic cost 31,000 rubles. The farmer says: "No, it's also expensive." I offered to split in half. They bought everything, he made a product, and it was taken apart in an instant. Two years have passed, the declaration has expired, so he has already re-registered everything with his own money, made a new batch and thanked us ten times that we persuaded him then.
Sometimes farmers do not have money for harvesting, for packaging. Let's say you need 200-300 cans at once, but there's nothing to take them for. We buy cans, give them away and buy the finished product. Sometimes we pay in advance. It all depends on how tight the farmer is, in what condition his farm is.
- How many farmers are in your base now?
I think less than a hundred. (Pause). Here I have fresh figures for Krasnoyarsk: they found 200 farmers, called them - 58 remained, started working with one. Do you understand what kind of difference there can be? We filter the initial list very strongly, leaving 10-15%.
- How often do you stop working with a farmer? Because of which?
These are one-time cases. I remember there was a Lithuanian who sold sweets. And he had sky-high prices, something like 350 rubles for a box of cookies. Why? Well, they say, it is some kind of special, primordially Lithuanian - you can’t find anything like it anywhere except in Lithuania. And we immediately decided that we are not knocking down the prices of farmers: how much they have appointed, we will start from such figures. The cookies lay for two months, no one bought them. We stopped ordering, and six months later he put the business up for sale. Most often, farmers are not ready for quality requirements, for comments. Some listen, and some directly say: "Guys, we have customers without you, but you really got it with your claims." This is hard to deal with.
Hell itself is to convince hardened hardened farmers to make their product better or try to release something again. If something didn’t work out for them five years ago, you won’t swing them in that direction.
- What is your geography of purchases and sales now?
90% of retail is Kemerovo. Purchases - Altai, Kuzbass, Krasnoyarsk, Novosibirsk, Tomsk. In principle, we support a different approach: it is necessary to develop not the Kuzbass product in Krasnoyarsk, but to find cool farmers in Krasnoyarsk and sell them to Krasnoyarsk residents. Then there will be no problems with logistics, no need to dangle back and forth.
- Now there are such problems?
If only you need to call in very remote areas. It is easier for us in this regard, we have joined our meat business, which has an even wider geography: part of the production in Altai, part in Novokuznetsk, part in Kemerovo. So it is more convenient to build logistics and go where it is expensive and unprofitable for others.
9%
logistics costs in the trade margin
- What are your purchase volumes?
Differently. I can say that we sell up to 20 tons of milk per month, and we buy products for about 20 million rubles. All this money goes directly to the farmers.
- What diverges best? Any hits in farm food?
This is all farm classics: milk, sour cream, cottage cheese, yogurts. In general, milk is 70% of our sales. The simplest traditional products always diverge well. Another cone jam: in a good season we sell up to 1000 cans.
Oh, it's our superfood. We couldn't get around this topic. Kuzbass is famous for its coal, so black bread with coal is, as it were, the most local cuisine (laughs). True, we did not invent it, it was before us. In the same LavkaLavka, by the way.
- You are trying to develop agro-tourism. There are already some results.
We just started this season. This is a strange format. I don’t like the name either: what is “agritourism”? About everything and nothing. We just developed a program for a trip to farmers, but this is not so much tourism as a quest "become a farmer for one day." So that a person gets up with the first roosters, goes to the chicken coop for eggs, makes himself breakfast, milks a cow in the afternoon, chop wood in the evening, floods the bathhouse, and goes fishing early in the morning.
It turns out a day of active rural recreation - or labor, how to look - with elements of farming, fishing, beekeeping. We let you live a simple rural life, switch and relax. There are few results so far, we poorly promoted this thing. The problem is different: people do not want to travel far from home. We cannot organize delivery, it is not always convenient for customers to travel by themselves. There are two options here: either look for bases closer, or “hang” delivery on farmers.
- Will they go for it?
I doubt. In general, they are interested in this story. Some, I know, have already begun to build guest houses, to somehow equip the household, remodel it taking into account the leisure of tourists. They understand what is their benefit. They get advertising for the place, the product, and themselves as a manufacturer. After all, what do they have to lose? You went and fed their goats, chopped firewood and paid some more money, that's cool (laughs). Seriously, while this is also an experiment, there is no profit.
- Does the farm cafe bring you anything?
So far, this is more of a promo for Kalina-Malina. The cafe was opened almost by accident. We had a store, we ran a farm department with a very high ceiling, and the design guys suggested a cafe: “Why do you need to lose height? Let us bang you on the second floor of the cafe, you will still pay the same amount for rent. ” In general, we fell for this adventure. And somehow it all happened so quickly, I don’t even particularly remember that we somehow took a steam bath. Everything was quickly drawn and done. It’s too early to talk about profit, but there are already good reviews, people like it. I don’t know, maybe we’ll move, maybe we’ll open a second one, but it definitely won’t be a network, we won’t go further to the regions with the cafe project.
2 553
ruble costs 1 kg of mallard duck meat
- And where will you open new stores?
We will definitely open in Krasnoyarsk. We recently visited Tomsk, there are five stores there. In Novosibirsk - six, in Novokuznetsk - three, in Barnaul - one. But these are all franchise projects, we do not have our own branches. I don't believe in remote control.
- Were there any problems with franchisee partners?
In Barnaul, one Volkov franchise was taken away. We always ask you to coordinate with us the list of products in the store in order to understand how they fit our criteria. The guys [in Barnaul] ignored this and started importing shampoos and household chemicals. At the next audit, we said that this would not work, Volkov could not have such a line in principle. They say, "Then we won't survive." I replied: “Yes, you, on the contrary, will fall in sales! The buyer will not understand how this is possible. They continued to sell shampoo, and we canceled the franchise. They did not swear, they simply transferred them to a supply contract. They also bought sausage as wholesale customers and resold it, but without our brand, without a sign. Eventually they closed.
- Do you sell separate franchises: Volkov and Kalina-Malina?
No, only Volkova so far. Two weeks ago, they tried to attach Kalina-Malina to it in one city. Perhaps someday we will also sell Kalina-Malina separately, we must try. A purely farm food store, without our meat products - for now, in my opinion, this is a risk. It is more reliable with Volkov, there are payback figures, everything is clear: investments from 3.5 to 5 million rubles (equipment, repairs, first purchase of products), return in about a year, plus or minus the season. Attaching Kalina-Malina to it costs, as I said, 650,000 rubles.
687
positions in the assortment
- Who do you consider your competitor?
Farmers' cooperatives with their retail network no longer exists in the region. There are online stores, but as far as I can tell, their sales are much less than ours.
- Are you familiar with the Korovenok project? You have a very similar product line.
familiar. There are several online farming sites in Kemerovo. For example, "DereZA". They are very actively promoting themselves on the Internet, they have advertising everywhere. But, you see, these are all Internet projects, they are initially small. How do they work? They collect a pool of orders for a week and go for products on weekends. We transport every day, because we have other volumes, other possibilities. I don't know their sales figures, but it's unlikely that there's anything sky-high. Compared to regular retail, we also have ridiculous sales, so it’s too early to talk about competition. On the other hand, they are great - the future lies with online stores, in ten years all sales will be there. In addition to the natural evolutionary transition, price will also play a role.
The biggest cost in retail is rent, and in online sales they can be significantly reduced.
In ten years, in cities where you have five stores, there will be 25, which means that the need for online sales will disappear by itself. Isn't it easier to come to you after work than to place an order?
It really is. I think this is the reason for our low online sales. Surely, if there were fewer stores, the numbers online would be higher, but we are unlikely to close them because of this.
- 1C: Bitrix
- 1c accounting
- Flamp
- In contact with
Natural - the so-called rustic and farm - products are becoming more and more popular in large cities. Yes, they are more expensive than standard products in supermarkets, but many people switch to them for reasons of usefulness and naturalness. Entrepreneur Alexander Sidorov from Novosibirsk opened a small chain of stores "Na zdorovye!" four years ago. During this time, he has made the business profitable, but he is driven not only by commercial considerations - he wants country food to become accessible to everyone. About why he started trading in natural products and when his business becomes truly profitable, Alexander told the site.
"I don't want to eat food!"
The idea to sell natural products began with the fact that, on the business of my advertising company, I somehow met people who produce such products. I made labels, websites, etc. for them. The guys from the village of Sosnovka let me taste the cheese, I liked it, we started talking. They buy raw milk, and they make cheese from it using the right technology, namely from whole milk. Cheese is quite expensive, they explained to me why - it just takes 8-10 liters of milk per kilogram of cheese or cottage cheese. 250 rubles turns out to be the basic cost of cheese, but you still need sourdough, and also work, well, plus profit.
The second thing that inspired me - to be honest, I got tired of looking for good products in supermarkets. Shopping in a supermarket turns into many hours of reading labels - you take goods from the shelf, read them, put them back, and so on dozens of times to find something normal.
For example, I really do not want to drink tea with flavors, I want to drink tea with real bergamot oil. Therefore, I choose tea, where it is written in the composition - without flavoring. Or so that there is no monosodium glutamate, for example, in spices. A set of spices, seasonings for chicken - there is glutamate everywhere. Well, how can you buy this, why should I with my own hands Am I going to shove it into myself?
So I'm tired of it, to be honest. Then I realized how meat sausage differs from other types. Some kind of phosphates... What kind of phosphates?! Well, I personally do not want to eat this sausage. I do not want to eat food at all, I want to buy normal products!
Therefore, it has grown so well, these two interests of mine are to help good manufacturers promote their goods, and for myself ordinary people make these products available. Availability is achieved in two ways. The first is simply that they are somewhere. Secondly, the price is more or less adequate. In principle, they are not all that expensive, if you look. There is nothing that is two or three times more expensive than in the supermarket.
"We select goods honestly"
I trade only natural products, I take them from those who do not use preservatives, flavor enhancers, substitutes, etc. We opened one small point in a shopping center and began to trade quietly. It was four years ago, it started quite hard, and now it is not easy. You can make serious money on this only when there are some large volumes, large turnovers. For now, we should rejoice that it is, and at least cost-effective.
At first we started selling milk - from the villages of Sosnovka, Maslyanino. People noticed us, started asking - why don't you sell sausage? Is there real sausage? Yes, I have! We went to Altai, bought it, brought it, tried it. Yes, natural.
Producers show up at fairs. I think that farmers have just started making normal products. When a person comes to me, I say - I need a label, I need ends, I need a guarantee, not even a certificate, certification is voluntary, no one requires it. But simply, if I brought it "from Aunt Vali" - I will not trade.
I have to see how to store the product, how to sell it, the timing - everything should be. Write that you are Ivan Ivanovich Ivanov, your phone number, where you are, indicate the composition of the product, write the date of production. I do not want the people who buy from me to even suspect that we have altered something there.
Now I have about 30 suppliers, completely different. Goat's milk is farmer's - both our Novosibirsk region and Altai make it. The site helps a lot, they find me well on it.
Manufacturers are interested in sales, it is, of course, difficult for them to sell their products. A good product, firstly, it is also more expensive than what is in the supermarket, secondly, it has a certain time frame, and thirdly, it will not be sold everywhere. If you just put ordinary products and farm products in the supermarket, they will get lost there, they will never even find them, no one knows them. Stores like mine are convenient, a person comes, he trusts us, he knows that we honestly select goods.
"Our products cannot be received tomorrow"
Our website was created Natprod first as advertising, because it was necessary to somehow advance, and the cheapest advertising on the Internet. And it was necessary to show the assortment, we did not even think that it would be possible to sell through the site. We made a catalog, put it on the site, described the products. Since we have few competitors, naturally the site has advanced well on its own. Our goods are unique in many ways, well indexed, well located. The main thing is that they look for him, and whoever looks for him finds me. Now the site is selling well.
We already have three stores, they are separate. In shopping centers, of course, you can open, the flow is large, but it is left, people just go to stare. I rent premises, open small outlets. Rustic type stores, from 8 to 15 "squares".
My opinion is that it is impossible to have an online store where you can order products and delivery without a warehouse. There must be a warehouse store. That is, an online store and a real store, so that there is where to deliver goods. Our goods cannot be received tomorrow, there will still be deadlines - three days, five days, a week.
"No sky-high prices"
We have a doctor's sausage, for example, - 500 rubles. And in the store 300-350 rubles. Dairy sausages 450-500 rubles. They only contain meat. The difference is also in another thing - in the grade of meat. When you read the composition, for example, beef of the first category, or, for example, trimmed, the veins, therefore, are removed. Or lean pork, bold pork - this is a grade. People strictly adhere to their concept. There is good meat that can be used for this sausage. If there is no this meat, I beg your pardon, this sausage simply does not exist.
I choose cost-effectiveness. Naturally, I do not have any exorbitant prices. I have a profitability somewhere in the region of 35-40%. My goal is to make this food accessible. The usual things are laid down - transportation costs and margins. In principle, sausage, 50% of the extra charge is obtained for it. The average margin for all goods is no more than 42%, somewhere - 50%, somewhere - 33% - for milk, for example. We try to keep the price of milk lower.
In total, we have more than 200 items in the assortment, only sausages different types 20 pieces. Everything is simple here, the profit depends on the turnover, the turnover depends on the buyers. When in the end this mass shoots - in principle, everything will work out. It's about fame, advertising. The demand for such goods among people has already formed, just not everyone knows where to look for us. At least we're already paying off.
“I bought it from myself - and you eat”
I have small business, of course, I plan, I look at my sales, sales records are kept, where I see how much is sold per week, how much on average per month. I imagine how much I can sell now. Naturally, we order a little more, in case there is more demand. We can make a mistake, we made a mistake - we ordered less next week. We receive milk every day, so we plan sales for a day or two. We plan to sell sausage for a week, we plan to sell poultry meat for two weeks.
I realized that anyone can buy it. For example, a pensioner comes and buys sausage - and yet it is almost one and a half times more expensive than in a supermarket. If you need to convince someone, I say, you just buy another sausage and compare the taste and quality.
The site shows exactly who our buyer is, who comes in, there is a metric there. I can say for sure that the main audience that is at least interested in the site and finds us on the Internet is young people aged 25-35, this is the main audience - 40%. Of these, women predominate in the proportion of 2/3. At the same time, we have a good percentage of both 35-44 years old and 18-25 years old. They just miscellaneous goods buy. More yogurts, snacks - this is youth.
I myself eat from my stores, I do not soar my head now. I bought it from myself - and you eat. My mission is to make natural products accessible to the majority of citizens, not the rich. Not the richest people buy, they just understand that it is useful.
- Business review
Farm goods as a concept for your shop. Natural product is tasty, healthy and profitable!
Business review
Today, business in the field retail food is becoming less profitable. Network hypermarkets have almost completely captured this market, leaving small entrepreneurs with only "stubs" of court trade in the form of convenience stores. And those, every year bring less and less profit. Almost the only option for building a successful business in this industry for a small and medium-sized business is specialization. That is, the opening of a grocery store, with its own idea, with a specific meaning, with a specific range of goods. One of these businesses can be considered a farm goods store - a retail outlet for the sale of natural products!
What do these shops sell? First of all, this is everything that is grown on farms and household plots: carcasses of chickens, geese, ducks, rabbits, quail, meat (pork, beef), chicken and quail eggs, champignons and oyster mushrooms, butter and sunflower oil, cheese, milk, cottage cheese, sausages, seasonings and spices, as well as, depending on the season, fruits and vegetables of local production. At the same time, the main emphasis is on the products of local producers, familiar to many residents of the city. It is the idea of "ecology" and naturalness that makes such stores popular among consumers.
Which taxation system to choose
Projects of shops for products of local producers today are beginning to open in some regions of Russia. For example, in the Belgorod region, a chain of stores called "Farmer" is actively developing. The project is organized with the support of the regional authorities and implies the creation of a market for local farmers and households. The sales area of such stores is no more than 150 sq. meters, which allows you to use the taxation system in the form of UTII. Vmenenka is a very convenient tax regime, primarily for suppliers - farmers who are not VAT payers.
Assortment of natural products store
A significant drawback of such outlets is the high price of products. At least higher than in many chain stores. This is explained primarily by the high wholesale price at which farmers import products. And the price is high for several reasons, including because of small lots and the distance of transportation of goods. In addition, it is known that it is much more expensive to produce an environmentally friendly product than any product with additives.
In addition, it is often not possible to replenish the entire assortment matrix with products from local manufacturers. Let's say fruit is a very popular commodity in any grocery store, but in winter, not a single local producer will bring you apples, pears, and certainly bananas and kiwis.
Therefore, in the assortment of goods, in addition to natural local products, there are also “industrial” goods from a variety of suppliers. In the same Fermer chain, the share of natural products is only 30%, the remaining 70% are industrial goods.
How much can you earn by opening a natural products store
Stores of natural products are opened in settlements and districts with a population of 20,000 or more and position themselves as "walking distance" stores. The average markup on goods is only 20%. According to the CEO of the Farmer network, the outlet is reaching self-sufficiency with daily revenue of 90-100 thousand rubles a day. The average check in this case is about 140 rubles.
How to open a farm shop step by step
- Market analysis.
- Drawing up a business plan.
- Search for suppliers, farms.
- Room rental.
- Purchase of equipment, inventory, cash register.
- Advertising.
- launch outlet.
Farm shop profitability
Farm products are very popular. That is why such points of sale are very profitable. At the initial stage of activity, it may not be possible to make a big profit. But over time, the popularity of the store will grow, and accordingly, the profit will increase. Income from environmentally friendly products can exceed 500 thousand rubles. per month. Business payback occurs within 6-9 months.
How much money do you need to start
The cost of starting a business depends on several factors:
- Do you have your own premises or will you have to rent a store;
- Purchase of new or used equipment, racks;
- Are there any contracts for wholesale deliveries from farmers.
In total, it will take 500-700 thousand rubles to open a store.
OKVED farm products store
- 11 - retail food products;
- 19 - retail sale of a large assortment of products.
What documents are needed to open a business
To open a store, it is enough to register as an IP. For registration it is necessary to tax service submit an application in the prescribed form, a photocopy of the passport and pay the mandatory state duty.
Do I need permission to open
- Permission of the SES for the compliance of the store and the products in it with the standards;
- Permission from the fire inspection for the safety of the outlet;
- Agreement on the removal of household waste.
When opening a retail outlet in a supermarket, such permits will not be needed. It is important that food products must have quality certificates.
