Idea No. 262: how to open an optical shop and what is its profitability?

In this material:

• Description of the project and its advantages
• Preparatory stage: market analysis and risk assessment Portrait of the target audience
• Competition Analysis
• Possible project risks

Glasses trading is a promising and economically profitable line of business. Now more and more people are buying vision correction products not in markets, but in specialized salons, so many are investing in their opening. Such a project requires large investments, but thanks to the high markup on goods, it quickly pays off. Having drawn up a business plan for an optical salon and strictly following its points, the entrepreneur will quickly reach the break-even point and begin to make a profit.

Before we begin

Study the demand, purchasing power of the population and the competition situation in your city. In a metropolis and a small town, the opportunities for operating an optical salon and the approach to creating an assortment are radically different.

Find out licensing and paperwork requirements. The sale of glasses and contact lenses belongs to the medical field and operates under strict rules that must be followed.

Description of the project and its advantages

The goal of the project is to open an optical salon in a locality with a population of 200,000 or more people. The main activity is providing assistance to local residents in the selection of vision correction products and trading in glasses, lenses and accessories. The mission of this project is to care for the health of the population.

The store format is multi-brand, that is, it will feature products from various brands in the mid-price category. The salon will be located in a densely populated area of ​​the city, closer to the center. Opening hours: 9.00–21.00 daily, seven days a week. This mode will attract a larger number of potential buyers.

Business advantages:

• high demand for ophthalmologist services and vision correction products;
• wide target audience;
• high trade margin;
• low level of risk associated with destabilization of the economic situation;
• optics can be placed in a small area, which allows you to save on rental costs;
• fast return on investment and high profitability.

Main risks

Despite the fact that vision problems are diagnosed in 50% of the population, the majority are not yet ready to undergo regular examinations or seek help from professional doctors and manufacturers of high-quality optics. The situation is changing very slowly for the better, and many potential buyers prefer to buy cheap, low quality glasses without the necessary certificates from street vendors.

Try to purchase a certain percentage of goods for socially vulnerable segments of the population, for example, cheap frames for pensioners.

Relevance of the business idea

To begin with, it is enough to use publicly available data; market analysis showed the following:

• Most often, residents of big cities buy glasses or contact lenses.
• Approximately 10% of men and women change glasses or contact lenses 2 times a year, about 40% do it 3 times a year and the rest once every 5 years or less.
• Target audience of optical stores: people with average incomes, of all age categories.
• Young people and those who lead an active lifestyle prefer to buy contact lenses. Older people buy simple glasses. Teenagers have been actively using fashion glasses lately.

For your business, you need to conduct a market analysis for the region in which you plan to sell. As for the target audience, you also need to conduct an analysis specifically for your region.

Location

It is recommended to open an optical salon on the central streets. Look for vacant premises near popular stores or medical institutions, areas in shopping centers.

If you plan to limit yourself to the sale of optics only, and do not intend to provide diagnostic services and the manufacture of glasses, a room with a total area of ​​40 m² is sufficient. The specificity of the product allows you to place a wide range of glasses, frames and lenses in a relatively small space. Warehouses do not require a large area.

Things are different if an entrepreneur plans to create a professional salon with comprehensive services.

The minimum area of ​​the diagnostic room is 18 m², the minimum length is 2.5 m. The height of the windows is at least 1 m from the floor. The office must have water supply and a washbasin. A separate room is needed for a workshop. You can reduce rental costs by locating the workshop on the outskirts of the city.

Selecting a room

It is not necessary to look for premises in crowded places; any place with convenient transport accessibility will do. On the contrary, an optician’s office in a noisy shopping and entertainment center will scare away potential visitors, so a location in the historical part of the city or a residential area may become more advantageous.

A display case with glasses and lenses, a place for a salesperson, a specialist’s office and a small workshop with equipment for turning lenses - all this can be placed on an area of ​​30 sq. m. Rental payments depend on the location of your optics. At a minimum you will need 20'000 ₽.

Take care of bright and visible signage and interior design: the optician should look like a cross between a doctor's office and an accessories salon.

Equipment

Glass racks and display cases are best suited for displaying optical store goods. Their cost ranges from 14,000 to 200,000 rubles, depending on the size and number of shelves.

The minimum set of equipment for a diagnostic room: a sign projector, an autorefkeratometer, a slit lamp, a dioptrimeter, a pupillometer, a set of sample lenses. In practice, the list is much wider; only a doctor can voice it. On average, to equip an ophthalmologist's office, you should plan about 500,000 rubles.

A professional line for the production of glasses is estimated at 1,750,000-2,500,000 rubles.

The total amount of investment in repairs and equipment of the salon without purchasing equipment for the work of an optical technician is about 1,200,000-1,300,000 rubles.

Costs and profits

According to preliminary estimates, investments in optics will be about 1,600,000 rubles. The business is characterized by constant demand, but reaching the payback point will still not be quick and will take 1.5 years, taking into account the average profit of 80,000 rubles.

Start-up costs: approximate calculation for Saratov

Monthly costs

Personnel

To ensure the operation of a salon specializing exclusively in the sale of optics, 2 sales consultants with a shift exit are sufficient.

If the optical salon provides comprehensive services, the staff must have a director with the necessary education, certification and experience. Examination of clients, diagnosis and recommendations for the manufacture of glasses are carried out by a qualified ophthalmologist.

The production of glasses is carried out by an optical technician. It is not necessary to invite this employee full time; there are few certified and experienced specialists in this specialty, and their services are not cheap. If the salon has few orders for the production of glasses, you can consider the option of concluding a contract. As a rule, one optical technician services several similar salons at the same time.

You can entrust financial reporting to a part-time accountant.

Pros and cons of a business idea

✅ Benefits:

• Availability of constant demand
• Opportunity to earn money by selling related products and services
• Prospects for growth and development

❌ Disadvantages:

• Large investment at the start
• The need to meet industry standards
• Long time to payback

Optics requires large investments at the start, but in the future these expenses will pay off if the level of orders is adequate. The number of orders depends not only on the price, but also on the quality of your work. Place your bet on an individual approach and success will not keep you waiting. Good luck!

Documents and licenses

In Russia, the sale and manufacture of optics belongs to the medical industry. The requirements from the state and regulatory authorities for salons are high.

A pharmaceutical license is required in any case. Regardless of the presence of a diagnostic room, a medical license is required if the salon plans to sell contact lenses.

The director of the salon can be a specialist with a pharmaceutical education who has an accreditation certificate and work experience in this specialty. All salon employees must have a higher education corresponding to their position.

The recommended organizational and legal form is LLC. Advantages:

— High chances of obtaining loans and attracting investments. — Possibility of receiving large quantities of goods for sale from large suppliers. — Compared to a closed joint-stock company, the amount of authorized capital is small. — OKVED code – 52.32. The form of taxation is the simplified tax system.

A wide range of requirements for the salon premises are put forward by fire safety services and SES. You should study these requirements before searching for premises and take them into account during the renovation process.

The process of obtaining the necessary licenses and permits can take a long time. Law firms specializing in this area will help speed up the process and avoid mistakes. The total cost of registration with the services of specialists is within 50,000 rubles.

Activity format

This type of business is highly profitable. This is explained very simply. Firstly, every year around the world, including in our country, the number of people suffering from poor vision and various eye diseases is rapidly growing. And they will definitely need glasses. Even in times of crisis, this accessory is a necessity for most.

Secondly, general computerization means that these indicators are only getting worse. And if part of the population wants to protect their eyes with special lenses, the other half is forced to deal with the consequences of constantly working in front of a computer monitor.

Thirdly, almost everyone buys sunglasses with rare exceptions. And they also belong to the optical group of goods and are sold in specialized stores. Therefore, your salon is unlikely to remain without clients.

Before opening your own optics store, you need to carefully analyze the market, assess the level of competition in this segment, and obtain approximate estimates of average profitability. It is also worth paying attention to fashion trends, according to which clients choose certain frames, and also enlist the support of a professional ophthalmologist.

Think in advance about which market segment your business will target and what format of establishment you plan to open. After all, this largely determines the size of the investment at the start, whether it is profitable for the owner, the customer base, the need for this or that equipment and the range of products offered.

Today optics can look different:

1. A stall selling finished products is popular among low-income people. The buyers here are often pensioners who cannot afford expensive service and branded frames. The product of such a retail outlet belongs to the cheap and low-quality category. For the owner, this means that organizing a business will be quite simple and will not require large investments, but you should not expect large profits either.
2. A multi-brand store with a diagnostic room - there is already a fairly wide range of quality products (frames, lenses with different specifications, contact lenses), as well as care products for these accessories. The cost of such products fluctuates over a wide range in order to cover as wide a range of customers as possible. To insert glasses into the frame, a laboratory for the master will also need to be equipped here, and sufficient space will also be allocated separately for a diagnostic room where an ophthalmologist works. Such optics can satisfy any customer request, and for the owner it will be a profitable investment.
3. A premium salon store - focusing only on branded and elite models of glasses and other products in this direction. High-income clients are served here, but the service must be appropriate. The initial investment turns out to be the largest, which affects the longer payback period of the project.

Each option has its own characteristics in the process of organizing a business, the number of required documents and other nuances. Let's focus on the average, most popular and profitable format - an optical salon with a diagnostic room and a wide selection of products.

Suppliers

To work legally, it is necessary to conclude agreements with reliable manufacturers or their official representatives in Russia. Suppliers must have certificates of conformity for all types of products. The absence of accompanying and payment documents can lead to serious penalties from regulatory authorities.

A salon that has just started operations will not be provided with goods for sale or discounts. You can count on such terms of cooperation in the future, subject to successful activity and confirmation of solvency and integrity on your part.

For the initial purchase of goods, it is recommended to prepare at least 1,000,000 rubles.

Qualified personnel

To make sales in an optical salon, it is enough to have two sales consultants on staff who have a pleasant appearance, work experience, and know how to establish contact with the client and explain the differences in the product provided. The schedule is set in shifts, and a job description is prescribed to ensure discipline.

A serious establishment must have an ophthalmologist. And if in fact it is needed only to maintain documentation and a license, then it is enough to train a student to work with a diagnostic device or hire a simple optometrist with secondary education. But with a high-quality approach, you should definitely trust this function only to experienced professionals with impressive work experience.

If such a salon provides a service for making glasses, then it’s worth looking for a good specialist in this profile. Let us note right away that this is not an easy matter, since there are very few specialists, and the cost of their work is quite high. Most often, they enter into an agreement to fulfill individual orders with a master optician who services more than one salon in the city on a flexible schedule.

In the same way, it is possible to outsource accounting, which involves maintaining company accounts and tax documentation by a person who is not on the main staff of the store. At the same time, it is possible to save on wages without losing the quality of work.

It is important that the salon director or its owner has certain knowledge. Thus, regulatory authorities may require an accreditation certificate for a professional pharmacist or ophthalmologist. Therefore, in the absence of such documents, it is better to hire an appropriate specialist to manage the store.

Marketing

Optical salons are characterized by a division into the choice of a specific target audience: affordable products at low prices, optics for vision correction and expensive branded products. The main part of the salon's assortment should be formed depending on its location and the purchasing power of potential buyers. But try to expand the price range as much as possible. This way you can reach the widest possible range of clients.

Widespread media coverage is advisable before the opening of the salon. In the future, it is advisable to post information on local resources about promotions and expansion of the range. A colorful showcase with basic prices, descriptions of services and new products will also attract a certain part of new customers.

Creating a salon website makes sense. With its help, you will tell about yourself to active Internet users who need high-quality optics for working with a computer. Inform on the website about your services, new products in the salon’s range, the global optical industry, discoveries and developments of scientists. Post articles about the importance of regular examinations with an ophthalmologist and taking care of your vision.

In what format to open a business

The sale of glasses involves the creation of several forms of stores. Depending on the form in which the business will be organized, how much money will be needed to open the enterprise will also depend.

Options for opening a salon for selling glasses:

• Regular retail outlet. The store is opened only for the sale of prescription glasses, sunglasses and related materials. There is no fundamental difference in the size of the room needed. A small store or retail outlet will do. The advantage of this method is that the entrepreneur simply registers the enterprise as an individual entrepreneur or LLC. He will not need to obtain permission to carry out activities, that is, he will not need a license. In other words, the business will be aimed at resale: goods are purchased from suppliers and then resold in the store. An excellent option to start with.
• An optical store with an additional ophthalmologist . He will be able to provide paid or free consultation services. This type of business is in demand because people have the opportunity to get additional advice, have their vision tested, choose custom glasses, etc. To implement such a project, significant capital investment is required, since it is necessary to purchase equipment for vision testing.
• Opening a franchise store. The advantage is that from the start your company will be recognized as it has a name. This minimizes the risks of loss. Customers come to a place that guarantees them the quality of goods and service. The disadvantage is that in addition to purchasing a franchise you will need to pay a lump sum fee and royalties.

Each entrepreneur independently chooses the option in which he wants to work. The first option is not considered, since there are no specific features of its discovery. The third store is opened under the terms of a specific franchise. Therefore, we will consider in more detail the second option, when the store will not only sell glasses and related materials, but also additionally provide consulting services.

Profitability

The markup on goods largely depends on the selling price of suppliers and the type of product.

Frames – 90-180%. Lenses – 80-150%. Contact lenses – 50-80%. There is wide scope for adjusting the pricing policy depending on the situation with competitors and the purchasing power of the population.

A salon that provides comprehensive services earns about 150 rubles from an eye test, and about 1,200 rubles from a full diagnostic.

The average profitability for this area is 15-20%. With a competent approach to pricing policy and assortment formation, the payback period is 12-16 months.

Opening of an optics salon

Anna Khoroshilova About the enduring relevance of glasses in our lives and how you can create your own business that will pursue a noble goal: to return people to a healthy outlook on life, we will talk with the owner of the Chameleon optics store, Anna Khoroshilova.
Today, the health industry offers many methods of vision correction. In just a few minutes, the ophthalmology clinic will eliminate the cause of “poor visibility” and allow you to get rid of those annoying glasses. It would seem that this archaic accessory will soon become a thing of history. Only the sun protection line will remain in production. But it's not that simple.

Why do glasses not lose their popularity?

Because each of us is a potential buyer of optical stores. Young people choose beautiful and stylish sunglasses; with age, almost everyone develops vision defects, which must be corrected. Children often become our clients. We all want to look at the world with comfort and high-definition images.

In addition, I would like to emphasize this.

1. Firstly, not all vision defects can be corrected with contact lenses. There are some eye diseases that simply cannot be treated without the help of glasses. Glasses will always be in demand; they are a necessary attribute of human life.
2. Secondly, a beautiful frame on the face can correct not only vision defects, but also fantastically transform it. It may even be possible to hide some physiological or cosmetic defects (for example, circles under the eyes, wrinkles, unsightly eyebrow shape, lack of makeup). With the help of frames, it is quite possible to change your style and image. This is especially important for women.

   Depending on your mood and inner state, you “make your face.” You turn into a strict business lady, a glamorous party girl, a mysterious stranger or a touching defenseless miss. You can afford different roles.

   Glasses are an integral part of your image. They can tell a lot about their owner - his inner world, wealth, ability to create his own image and present himself to others.

3. Thirdly, dark glasses. Is it possible to leave yourself unprotected on a sunny day, when it is impossible to open your eyes from the blinding rays? What if there is a shiny surface of water nearby? Or sparkling snow? Glasses protect the eyes from harmful radiation, protect against serious diseases, and help endure the postoperative period (for example, after cataract removal).

   There are special glasses for drivers that will help on the road, protecting them from the annoying headlights of oncoming cars. There are glasses that relieve eye strain during long periods of time spent looking at a computer monitor.

Well, we all can’t do without glasses!

Premises of the Chameleon optics salon in Pyatigorsk

Convinced! How old is your business?

The business will soon be 10 years old. We started almost from scratch with my mother.

How did you come to the topic of optics, what prompted you to open such a specific business?

Everything is very simple. My mother was my inspiration. At one time, she worked in the state-owned Optics store as an optometrist, then became a salesperson, then deputy director of the store. From a young age she wore glasses, and I wore glasses with my mother. A familiar and familiar thing from childhood.

Since the “zero” years were not easy, it was necessary to look for an income acceptable for a normal life. That’s how we came up with the idea of ​​creating our own business. And then everything follows the pattern: opening an individual entrepreneur, loans, finding premises for a store, obtaining permits, licenses, purchasing goods, equipment and work, work...

It brought pleasure because they were doing something familiar and necessary. There were difficult times, but we moved forward. We opened a branch and bought new equipment. Despite decent competition in this area, we are afloat!

What initial capital do you need to have to open an optical store? Where to start your business?

The main capital in a specific business is personnel. There are few specialists and they are all in demand. Our main support was my mother’s experience and her connections. After the closure of the municipal Optika store, where she had previously worked, several people with experience and a wealth of necessary knowledge came to our business. They still work at Chameleon to this day.

If we talk about the material sphere, then with an amount of 2-2.5 million rubles it is quite possible to draw up a business plan and start your own “optical” business. Settle relations with the tax service, choose a convenient way of doing business for you. Come up with an interesting name for your future store. The area of ​​the room for it must be at least 50 m2. You need to take into account that you will need a room for a workshop, for the work of a doctor or optometrist. Order a sign and outdoor advertising.

Take your choice of trading location seriously. We chose separate premises, but you can also locate in a shopping center. The main thing is that people feel comfortable approaching the store. One of our salons is located literally opposite the paid clinic in Pyatigorsk. This is a very advantageous location.

It is necessary to buy equipment for a doctor’s office to make glasses (approximately 100 thousand rubles). Order furniture (shelves, display cases, tables, mirrors) for the sales area. Here the choice is at the discretion of the entrepreneur; if you want, choose an expensive one, or if you want, choose a cheaper one. Now there are no problems with this.

It is mandatory to obtain a license to provide paid medical services; it currently costs 45 thousand rubles. The license for the manufacture of medical equipment (corrective glasses) costs the same. Coordination with Rospotrebnadzor and firefighters will cost 10 thousand.

Determine the amount for purchasing goods based on your financial capabilities. But keep in mind that the range of frames, ready-made glasses, and contact lenses should be large enough to immediately attract the attention of buyers. Don't forget about sunglasses. Their sales account for up to 30% of the store’s profit.

And further. Set aside at least a small amount as a “safety cushion”. At the very beginning of work, there may be problems with finances, but employees’ salaries, rent, and utilities must always be paid and preferably on time. Then work will get back to normal and everything will be fine.

Note from the Moneymaker Factory: read about all the organizational steps that you need to take to start a business in our material “How to open your own business,” and read the article “Online accounting “My Business” for the most effective way to maintain tax and accounting records.”

Is special education required to open a business of your profile?

Necessarily. To obtain a license to open, a medical education is required. My mother received a special medical education. In addition, she graduated from a university and has a diploma in economics. And I have a higher technical education. This is also necessary to obtain a license to work as a master.

Glasses are fragile things and often break. They need to be repaired. All types of repair work are carried out in our showrooms.

What qualities should a person working in an optical store have?

First, second and third – patience. And stress resistance. I'm talking now about workers who have direct contact with visitors. These are salespeople and optometrists (specialists who select glasses for people). Our clients, as a rule, are sick or elderly people with visual impairments.

This is a very difficult contingent. They can be nervous, impatient, capricious, but, remembering that life is more difficult for them than for us, you gather all your goodwill and again tell, listen, and convince. With a smile!

There are also plenty of positive aspects. It's nice to hear thanks for comfortable, correctly selected and beautiful glasses. Understand that people appreciate your professionalism and desire to help. When a person comes into a store with a “no” face and in a bad mood, and leaves transformed and happy – I consider this to be the “highest achievement” of our work.

The technicians involved in the actual production of glasses are simply virtuosos. It is very difficult to make “correct” glasses; for this you need to have “golden hands”. In our salons you can order glasses of any complexity. They will be made at the highest level and at a normal, not inflated price.

Professionalism is needed in any industry, and in preserving people’s vision it is a vital necessity. The eyes, in my opinion, are the most important human organ. We receive most of the information about the world around us through them.

Note from Moneymaker Factory: Read about ways to motivate store staff here.

Tell me, is there a fashion for glasses?

No. The most fashionable glasses are those that adorn a person and suit him. An exclusive branded super frame will ruin your face if it is “not yours”. You can pay a lot of money for a brand, for gold, but not get the desired effect.

And vice versa. Simple at first glance, glasses can work wonders on your face, making it beautiful and expressive, and making your image stylish and attractive. Even the most modest frame is capable of such “actions.” The main thing is the right choice. And today it is limitless. Modern technologies make it possible to create real masterpieces of optics.

Contact lenses are in fashion now. With their help, you can not only correct your vision, but also change your eye color. It is important that the quality of the product is high. And we will tell you how to wear lenses correctly, how to care for them, and store them.

Are frames divided into men's and women's?

I always answer this question this way: all frames are for women. Some women prefer a modest “male” version, without decorations, and a man is unlikely to order a frame with dragonflies and rhinestones for himself. Although, it is difficult to judge preferences.

Where does the name of the store “Chameleon” come from?

A chameleon is an intelligent reptile that can take on the color needed for a life situation. There are photochromic lenses of the same name, which change the darkening intensity depending on the lighting. Indoors they are transparent, but in bright light they darken and protect the eyes from excess light. A very convenient thing. They were named “Chameleon” in honor of them. We try to please and be useful.

You are a young beautiful girl. Does business interfere with your personal life?

Thanks for the compliment. Business does not interfere; on the contrary, it stimulates. During the years that I have been doing business, I managed to graduate from a technical university and get married. I have a little son, he will soon be one year old. Now, for his sake, I am trying to further develop my business.

I definitely follow fashion trends in my professional field, attend exhibitions, and regularly update my assortment. And not just glasses. Our salons have a large selection of accessories: eyeglass cases, chains for glasses, various cases, and optical care products.

What would you like to wish to aspiring colleagues and all of us, potential clients?

To my colleagues - patience and success. Ability to run your business with maximum profit and minimum losses. Seek advice from experienced businessmen. Not everyone has mothers with professional experience. But everyone has the Internet.

I want to warn our and not only our clients: do not buy ready-made cheap glasses. You will then spend more money on treating eye diseases. Glasses are selected individually, taking into account your physiological characteristics. The optics must be of high quality. Eyes are a very complex and fragile biological mechanism; treat them with care. They are the mirror of your soul and it requires a worthy frame.

And also - let everyone be sure to have “rose-colored glasses” of an optimist. Look at the world through them more often. Of course, problems cannot be solved this way, but you can definitely get rid of the blues. And a healthy outlook on life will have a happy pink glow!

If you are in Pyatigorsk, welcome to our establishments. They are located in the city center: on 40th Anniversary of October Street, 55 and on Kozlova Street, 24.

Ineffective advertising methods

Advertising in newspapers and magazines is ineffective because few people read newspapers. Even pensioners, the main buyers of newspapers, will not focus their attention on a page with an advertising block.

Every person today can become an optical client. Vision problems, choosing sunglasses and consulting a qualified ophthalmologist are what people come to the salon for. If advertising is structured correctly, then the choice of many potential customers will fall on the promoted store. Then rapid sales growth will be inevitable.

Other advertising

TV ads

This type of promotion is expensive, but can be effective. If an optician offers the services of a good ophthalmologist, then patients will come to him even from the other end of the city. Also, optical clients are often older people who watch TV and know how to extract useful information from advertising. If a pensioner sees that a salon is running a promotion that is beneficial to him, then even 10 stops on public transport will not stop him. He will come because this way he will save money.

Discounts and promotions

No more than 5-7 promotions should be carried out at the same time. It is better if they are designed for different segments of the population. Promotions and discounts are temporary. They can be timed to coincide with a specific date. You need to talk about discounts. All of the above methods are ideal for this.

Loyalty cards

Loyalty cards can be discount or bonus cards. Each businessman independently chooses which option is closer to him. Such cards allow you to replenish your customer base and make customers more loyal.

Souvenir products

All souvenirs must be designed in the style of the salon, with its logo and contact information. This could be: notepads, calendars, pens, napkins for glasses. Souvenir products can be offered to absolutely all customers of the store, or upon purchase for a certain amount.

Competitions and giveaways

You can hold competitions on the Internet. Popular among users are prize draws for reposts, competitions for the most creative comment, and selection of the most active subscriber.

In real life, you can organize competitions for children's drawings, poems about the salon, and lotteries.

How to select staff for an optical store?

The choice of personnel who will work in your salon should be approached responsibly. Because the health of patients who turn to you for services depends on the doctor’s qualifications. As for the salary of an ophthalmologist, it should be from 20 thousand rubles per month.

In addition to an ophthalmologist, you will also need a technician who will be involved in the production of glasses. His salary is also 20 thousand rubles.

You will also need two more employees who will sell products. The average salary of each of them is about 13 thousand rubles.

Hire only qualified professionals. Because, due to their work experience, they will be able to quickly win the respect of customers for your optical salon.