Business requires investment, which is always associated with risks. To minimize investments and risks, you can use the idea of ​​a business island. Islet in mall- it's small trading platform in the middle of the shopping center.

Many shopping centers provide designated spaces, mostly on walk-through lines, for rent. The idea of ​​a business island is attractive because it does not require large investments, often used in small business development.

Opening a kiosk in large shopping centers implies the presence of a well-built marketing company.

When planning or looking for an economically profitable investment that will pay off as quickly as possible, your gaze falls on the island. Besides regulatory documents and contracts, to start trading you only need to install a lightweight structure that is assembled on site from body parts. The existence of pitfalls has provoked some outflow of finance in this area. All features, including negative ones, must be taken into account when opening an island.

Features of the island

Each type of investment is associated with risks, advantages and not entirely obvious disadvantages. The island is no exception; before implementing the idea, you need to know about the advantages:

1. Location in the most popular places where a lot of people gather. It’s especially good if people are waiting for something nearby, for example, a movie;
2. The compactness of the site allows you to save on rent; the size ranges from 2-15 m2;
3. Sales of a huge variety of goods. A retailer can earn money from services, food or non-food products;
4. The kiosk is mobile and can change its location if necessary.

A business idea should be comprehensively studied based on the other side, so the disadvantages:

1. Strict standards for structural design. They can be regulated by both the shopping center and the franchise agreement;
2. The showcase has small volumes. On the one hand, it allows you to concentrate the buyer on the target product, on the other hand, a wide range of it will not be possible to develop;
3. Lack of utility rooms. There is no way to try things on, fold them or produce them. This greatly limits the types of products;
4. Rent terms. A reduction in rental costs may result in inconvenient demands from the shopping center. A preliminary analysis of the points and terms of the contract is necessary.

A successful investment is where the advantages are perfected and the disadvantages are used to your advantage. An interesting idea attracts a flow of customers, but this will take time. For a quick start, a franchise is used; well-known brands will allow you to work under their own name for an agreed fee.

Choosing a shopping center

Each center has designed spaces for islands. They were planned at the construction stage and are located in large gaps of free space. The number of islands is approximately calculated initially, but small changes occur.

To choose the best place in terms of traffic and target audience, you should book it from the moment the center is built. This is how the greatest return from retail is achieved, but in shopping centers that have already been put into operation there is plenty to choose from. For the landlord key task is conservation general design or a center concept that may impede creative business opportunities, they should be carefully examined.

When choosing a shopping center for location, trafficability is considered a fundamental factor. Each center calculates the approximate number of people walking in a peak hour. A good location and a large influx of people are fundamental truths for the success of the island.

You shouldn’t rely only on popularity, since well-known centers can set inflated rental prices and strict terms of cooperation. In the most accessible shopping centers there is fierce competition.

In the most popular centers, islands of famous brands turn out to be more profitable. It is very difficult to compete with them, since the buyer prefers a well-known, advertised brand. An interesting idea does not bring the expected profit; fierce competition extinguishes the potential. You can influence buyer behavior using marketing and its tricks. Advertising requires financial costs, this should be taken into account immediately; according to agency estimates, the cost of promotion is 60-70 thousand, but it is calculated individually.

An unusual and quite popular orange-shaped outlet selling drinks.

The general design of the site does not always correspond to the idea, since the specific requirements of the landlord take precedence. Thus, shopping centers with a large flow limit the height of the structure, the material and often require lighting that flows organically into the room.

Unusual shopping island

Custom designed

Experience in entrepreneurial activity Many people are advised to start a business with simpler, less promoted, but also more loyal shopping centers. This way, the rental cost will be much lower, and choosing an island will be easier due to the availability of places. Here imagination in choosing the assortment, location, design and decoration plays a key role. It is much easier to compete; the main aspect for the buyer is originality and the ability to interest.

Product selection

There are 3 main directions for retail in the islands:

1. Selling products;
2. Non-food products;
3. Provision of services.

Food products are always in demand, regardless of the situation in the country. Every visitor to a shopping center wants to try interesting drinks and food, and you can build a business on this factor. It is the assortment that is important; it can be standard or original.

Without bothering with goods, you can sell drinks, popcorn, cotton candy, etc. There will always be buyers at such an island, but only choosing a location will help ensure a stable influx and interest in the product. Successful kiosks can be found near cinemas, playgrounds, etc. It is better to have a crowd of people waiting nearby. The disadvantage of this approach is that everyone knows for sure that in 50 m they will meet the same kiosk, and the price there may be lower.

Unusual and interesting idea always lures visitors to try something that is not in the assortment of ordinary islands; many will want to. This is how an individual customer base is formed, which then allows you to develop the brand and create kiosks in other shopping centers with an already recognizable name.

Non-food products - the range here is really huge, from beautiful trinkets to useful tools. The main thing in the matter is to focus on the target buyer. There is probably a fan store for certain games, cars, etc. in the shopping center. High-tech technologies, such as quadcopters, are becoming popular. By adjusting the assortment to the audience, it is possible to achieve consistently high revenue.

The service kiosk is very limited in functionality. Most types of services require either privacy or additional space. There are also those that are actively used, for example, nail art, braiding, costume photography, etc.

Standard manicure island

In addition to the type of product big role its quality plays a role. We need to focus either on demanding customers or on consumer goods. Ordinary, cheap goods are in demand among poor buyers who do not want to overpay, but profit depends only on the quantity of goods sold.

Exclusive, high-quality goods are the prerogative of demanding buyers, but there are not many of them. Revenue from 1 product may be good, but the regularity of purchases is low. But formation is taking place client base, the number gradually increases regular customers exclusive.

Designer T-shirts Provocation

Previously, a successful clothing island was extremely difficult to find. The introduction of bright showcases of the Provokatsia brand with equally bright T-shirts changed the state of affairs. The somewhat aggressive design of the island and T-shirts attracts the younger generation. So today the number of outlets has exceeded 100 - this is all the result of the franchisees.

Initially, you need to invest about 550 thousand rubles, and the expected profit is 3.57 million rubles.

Cocktails Tea Funny Point

Food brands are incredibly successful, especially in pedestrian areas. The kiosk sells bubble tea cocktails. It contains an unusual combination of tea, milk, syrup and the addition of gelatin balls with juice. Originality of idea, recognizable brand and minimum investment provoked a whole stir around the brand.

Advantages:

1. Not a large number of space, about 4 m2;
2. Royalties are only 4% and must be paid only in the second year of operation;
3. Investments 800 thousand rubles;
4. The kiosk design has been coordinated with the most popular landlords and does not cause problems with placement.

Autodevice

Autodevice is the most successful solution, as the island offers to buy versatile accessories and devices for the car. So the range consists of radars, recorders, navigators, etc. The car enthusiast often forgets to purchase such small car components. When the eye falls on such a kiosk, a person automatically remembers that he has wanted this for a long time.

It is convenient to use Autodevice as a franchise because of the symbolic lump-sum payment of 39 thousand rubles, and there are no royalties. To start, you need 900 thousand rubles, the expected profit is 2.1 million rubles.

Experienced entrepreneurs take into account all-round business development factors. Before you start you need:

• Determining a place to rent. The easy way out isn't always the best way. It is necessary to find out the conditions and location of several potential shopping centers, then, based on comparisons, determine the best one;
• The focus of the center should be taken into account; there are clothing centers, restaurant complexes, etc. You should not adhere to standard frameworks. An island of products would work well in the center of clothing, and in restaurants there would be exclusive non-food items (for example, a jewelry corner);
• At the initial stage, strict control should be carried out: over sellers, take into account popular and useless goods, analyze successful marketing moves;
• The design of the island must inspire confidence, so the quality of materials and workmanship are discussed in advance with the contractor. Conclude a contract for the production of the structure, which specifies all the necessary specifications and order delivery time.

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

34 years old, entrepreneur from St. Petersburg, CEO Karelshungit company, which manages stores and "Planet of Shungite". Education: Ryazan Institute of Airborne Forces. Dmitry Ogorodnik – author business blog , in which it is divided own experience entrepreneurship. Until the end of 2016, the company had its own standalone store; In December, a retail outlet opened in the June shopping center.

Think about the design, make a good presentation

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

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

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

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

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

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

Portrait of your target audience.

Planned average bill in your store.

General information about your company.

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

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

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

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

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

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

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

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

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

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

Read the contract carefully, bargain,
ask for rental holidays

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

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

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

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

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

Start hiring salespeople
order acquiring, equip the point

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

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

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

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

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

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

And now - our experience

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

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

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

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

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

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

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

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Opening trading island– an attractive idea for small businesses. It is economical and does not require high starting investments type of retail. One of the less risky options is working under a franchise.

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

Pros and cons of islands

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

Pros:

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

Minuses:

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

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

Selecting a location

When designing large stores or multifunctional centers As a rule, the layout of free space already takes into account the presence of trading islands. During the process of putting the facility into operation, their number may change, but only slightly. On the one hand, this allows future tenants to look in advance for the best places to open their own “point”; on the other hand, there is a need to take into account the interests of the landlord, who often makes demands on island owners to work in accordance with the general concept of the center.

An important criterion choosing a location for a trading island is an indicator of passability (see Fig. 1)

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

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

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

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

Which product should I choose?

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

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

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

Cocktails Tea Funny Point

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

Advantages:

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

Designer T-shirts Provocation

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

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

Car device for “advanced” buyers

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

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

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

What to consider when opening a trading island?

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

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

In the conditions of modern competition, sellers of goods are looking for new opportunities that would allow them to sell goods with greatest success. An island in a shopping center will require the least investment. This is a small point accessible potential buyers on four sides.

This link will be useful for those who decide to open their own island. During production commercial equipment The requirements of the shopping center and the characteristics of the goods sold will be taken into account.

Advantages and disadvantages

Trading islands have a small area, it rarely exceeds 10 m². This has its advantages:

1. Compactness allows you to save on rent.
2. On such an island you can sell a wide variety of products, from food products to electronics. Islands can also be used to provide various types services.
3. A small shopping island can be placed in areas with high traffic.
4. Trade equipment is easily installed, and if necessary, disassembled and transported to a new location.

But the small size of the outlet also has its disadvantages. These include the impossibility of arranging a fitting room and the lack of storage space.

Product selection

When deciding which product is best to trade on an island, you need to evaluate its location.

If your outlet is located near a department with a large household appliances, then buyers may be interested in an inexpensive product that they can purchase without thinking too much about the purchase.

Also popular in this place will be a tray with tea and coffee. In the pedestrian zone, cocktail minibars, stalls with unusual sweets and retail outlets offering tasty snacks on the go are very popular.

The island can be a good place to sell decorative cosmetics, as well as other cosmetics. Batteries, headphones and various accessories for phones are well sold in such places.

Islands that provide gift wrapping services and also sell balloons and other holiday paraphernalia are successful in shopping centers.

The success of a business depends on several factors. If you have opened an island, then you need to constantly monitor sales. Slow-moving items need to be changed, since a small display space does not allow displaying a large amount of goods.

Focusing on the target audience will allow you to very quickly get your first profit with a minimum of investment.