Business plan Wedding salon. A fact motivating the creation of such an enterprise will be statistical data indicating a constantly increasing one. - presentation

Opening a wedding salon

Objective of the project

– opening of a wedding salon in Surgut (Khanty-Mansiysk Autonomous Okrug - Ugra).

Demand

in wedding salons in this region is high - Khanty-Mansi Autonomous Okrug occupies a leading position in the number of marriages per 1000 population, ranking second in this indicator in Russia. The salon's target audience is the female population from 8 to 60 years old, about 77% of the main buyers are girls from 18 to 35 years old who want to get married.

The range of wedding salons includes:

1. Wedding dresses from 6 domestic and foreign brands;
2. Evening dresses from domestic brands;
3. Children's dresses of domestic brands;
4. Wedding accessories and jewelry.

Investments

amount to 1,604,000 rubles. The volume of start-up investments, including working capital – RUB 2,500,000. The volume of own funds is 2,500,000 rubles, borrowed funds are 0 rubles. Time to reach the planned sales volume of 1 million rubles. from the start of sales is 2 months. The payback period of the project is 21 months.

*for 3 years of work

What is more profitable to open - an individual entrepreneur or an LLC?

The choice of business registration form directly depends on the amount of start-up capital and goals for the future

Individual entrepreneur:

1. The price of business registration is much lower,
2. You can choose a more profitable and simpler tax system,
3. no financial account
4. Suitable only for working with individuals,
5. the owner is one person.

Legal entity (LLC):

1. There is an opportunity to cooperate with other legal entities (from concluding a subcontract agreement to merging),
2. the founders are not liable for the obligations of the LLC,
3. it is necessary to maintain accounting records,
4. taxes are higher in qualitative and quantitative terms.

Basic-documentation-for-opening-activities

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Sale and implementation of wedding dresses

The goal of the project is to open a wedding salon in Surgut. The sales of wedding and evening dresses, as well as wedding accessories and jewelry have been chosen as the salon's activity area.

The main income of a wedding salon is based on the sale of wedding dresses and related products (shoes, veils, accessories, etc.). Additional income is generated from the sale of evening dresses, the demand for which is less subject to seasonal fluctuations. The salon's clients are also provided with a number of additional services, such as storing dresses before the wedding, steaming before the holiday, and so on.

The wedding salon is a room with an area of ​​52 square meters. meters, 40 sq.m. of which is the trade and exhibition hall with a fitting room. The salon is located in the central part of the city, in a multi-storey residential building, the format of the salon is street retail.

The salon management structure is simple. Direct management is carried out by the project owner and manager. They are in charge of all administrative issues, including the purchase of products. Three sales managers working in shifts are directly involved in sales.

The cost of repairs and interior equipment is 445 thousand rubles. The volume of the starting purchase is 1104 thousand rubles. Total investment costs, taking into account other start-up expenses (a trip to a wedding exhibition to search for suppliers, website creation) - 1604 thousand rubles. You will also need about 896 thousand as working capital needed for payroll, rent, purchases, etc. In total, opening a business will require 2.5 million rubles, which are planned to be taken from personal savings. An individual entrepreneur with a simplified taxation system (6% of income received) was chosen as the form of ownership of the wedding salon.

Equipment purchase

Equipment for wedding salons includes furniture, hangers, shelving, sofas, ottomans, tables and chairs. All this can cost completely differently, depending on the region, the price category of furniture, and the start-up capital of the business. It is necessary to allocate a certain amount of expenses in the business plan, and, focusing on it, select options.

To display goods, it is necessary to purchase hangers and racks that will be placed in display cases, as well as indoors.

The salon will definitely need to be equipped with separate cabins for changing clothes; these can be separate rooms or spacious screens for several people (when trying on, as a rule, the help of an assistant is required).

In the fitting rooms, as well as in the hall of the wedding salon, it is necessary to place large and beautiful mirrors. This is a required attribute.

You will need ottomans and sofas inside to wait for the next fitting. As usually happens: parents, sitting on the sofa, are waiting for their daughter to try on a dress and come out to see them.

It is important for customers to provide excellent waiting service; take care to purchase water boilers, as well as the ability to make coffee and tea.

As a rule, all wedding salons offer a dress correction service (tailoring to fit, etc.). For this work, a separate room is needed in which the equipment for the seamstress will be placed - the costs in the business plan for the equipment of the sewing department are calculated as a separate item.

In addition, you will need furniture for staff. Tables and chairs are required for the operational work of employees, as well as office equipment: a check machine, a cash register, computers, a scanner, a printer, etc.

To store goods in a warehouse, be it in the main hall or in a separate room, you need appropriate furniture - shelving, hangers for storage. Outfits, as a rule, are voluminous, they cannot be folded compactly; special hangers and a large footage of the room are needed to store them.

What you need to purchase:

Profitability of a wedding salon

The salon’s product matrix is ​​based on wedding dresses, which make up the basic assortment of the salon. These are dresses of 6 brands from European, Russian, Chinese, American and Turkish manufacturers, sold with a markup of 100-200% of the purchase price. The price range of dresses is from 10 to 50 thousand rubles.

The main emphasis is on the price category up to 30 thousand rubles, which accounts for about 75% of the range of wedding dresses. 25% have a cost from 30 to 50 thousand rubles. The emphasis on the middle price segment with high quality was chosen as a competitive advantage (in other salons the markup reaches 300% or more) - in the context of the crisis situation in the economy, which was observed in 2014-2016. clients try to save on unnecessary expenses, which include the purchase of wedding dresses. The main replenishment of wedding collections occurs at the beginning of the New Year and before the start of the spring-summer season, as well as additionally depending on orders and sales volume. 25% of the assortment of dresses are children's and evening dresses costing from 4 to 14 thousand rubles. Depending on the season, the percentage of evening and children's dresses is planned to increase to 40-45%.

Another part of the assortment consists of wedding accessories - veils, gloves, tiaras, wedding coats and capes, jewelry, as well as other festive attributes and decorations, the markup on which reaches 300%. Thus, the initial assortment of the wedding salon can be described by the following diagram: “20 models of wedding dresses - 7 models of evening and children's dresses - 77 types of accessories.” A complete list of starting filling products is presented in Table. 1.

Table 1. List of wedding salon products

Ready-made dresses are ordered directly from manufacturers. The cost of the first batch of wedding dresses will be 833,300 rubles. (taking into account the need to purchase several of the most popular dress sizes). The total expenses for the initial merchandise filling of the interior are 1,260,000 rubles. The search for suppliers is carried out by the head of the salon. Investment costs include a visit to a specialized wedding exhibition in Moscow to establish connections with dress manufacturers. The cost of the trip, including airfare and accommodation, will be 45 thousand rubles.

In addition to selling goods, the salon offers fitting services and free pre-holiday ironing, as well as storing dresses until the holiday. All customers who decide to try on are offered free coffee. As additional services, the client is invited to use services from partners: wedding car rental, services of a wedding photographer, florist and makeup artist. The share of revenue from sales of additional services of partners is up to 10-15%.

Sales and marketing of a wedding salon

A wedding is one of the most unforgettable days in the life of any person, so on this day every bride wants to look irresistible. The requirements for the quality of wedding dresses are increased. Moreover, modern brides strive to choose unique dresses that highlight their individuality.

The assortment of the salon takes these trends into account. Dresses from 6 different brands and 20 models have been selected, and custom tailoring and fitting services are provided. The requirements for the affordability of goods are also taken into account (75% of dresses have a price from 10 to 30 thousand rubles). During the off-season (cold season), the range of evening and children's dresses expands to 40-45%. In addition, some related accessories can be purchased in the salon.

The demand for wedding salon products is directly related to indicators such as the number of registered marriages, which is maintained by Rosstat and its regional divisions. According to Rosstat, after a decrease in the number of marriages in Russia in the 90s, from the beginning of 2000 the situation began to improve. The number of marriages increased from 6.6 per 1 thousand population to 8.8, but subsequently there was a slight decrease with a surge to 9.5 marriages in 2011. By 2014, the national figure was 8.4 marriages per 1 thousand inhabitants.

It is worth noting that the indicators for the number of marriages per thousand population in the Khanty-Mansiysk Autonomous Okrug - Yugra exceed the Russian average and amount to 9.4 weddings per 1000 inhabitants. According to these data, the region holds second place in Russia, second only to St. Petersburg, where this figure is 10.

In the city of Surgut itself, positive demographic dynamics are recorded - over the past ten years, the birth rate has increased by 70%. The bulk of the population is young people aged 25-35 years. The number of men and women in the city is distributed approximately equally. The share of men is 1% higher than the share of women, which is not typical for the average for Russia (86 men per 100 women). Recently, the city has started a tradition of mass marriages, which are turning from personal family celebrations into public ones. These factors contribute to opening a wedding business in Surgut.

There are about 20 organizations operating in Surgut, represented by both chain mono-brand showrooms of European brands, as well as local multi-brand chains and single showrooms. On average, there are 160 city marriages per salon. Also, many other settlements and cities come to the city to get married, for example, residents of the Surgut region (population about 121 thousand people). Based on the calculation of the number of marriages in Khanty-Mansi Autonomous Okrug (9.4 marriages per 1000 people), then each salon accounts for another 57 clients. Total - from 217 clients per year for each salon - if we take into account the city of Surgut and the Surgut region.

According to the regional branch of Rosstat, out of almost 16 thousand marriages registered in Khanty-Mansi Autonomous Okrug in 2014, 43% were marriages in which the bride’s age was from 25 to 34 years (6876 marriages). In 34%, the age of the bride was from 18 to 24 years (5426 marriages), in 22% - from 35 years or more (3457 marriages). In 1% of marriages the bride was under 18 years old (116 marriages). Based on these data, the main target audience is the category of women aged 18 to 35 years, which accounts for 77% of marriages. It is worth noting that the clientele is not limited to brides, but also includes any girls over 16 years old who decide to purchase an evening dress for an occasion (prom, party, birthday, corporate event, etc.), as well as girls from 8 to 16 years old .

The main weaknesses of competitors include a relatively small assortment of wedding dresses, which is why the most demanding customers go to larger cities to purchase (in particular, Tyumen), an insufficient level of quality of goods, a low level of service in salons (dismissive communication from clients, impatience with the whims of brides, etc.), weak marketing policy and poor work with potential buyers on social networks.

Sales are planned to be carried out directly in the showroom. Customers are invited to choose from the assortment presented in the salon or place an order using a printed catalog or through an electronic version on the official website with the ability to enlarge the image (magnifying glass tool).

It is planned to attract potential clients through active management of accounts and groups on social networks (Vkontakte, Instagram), as well as through SEO promotion of the site with access to the first lines of search queries “wedding dress”, “wedding salon”, “buy wedding dress” . The creation of the site is planned to be completed a week before the official opening. It is planned to open salon groups on social networks 2 months before the start. Content – ​​announcement of the future opening of the salon, assortment, social surveys to determine audience preferences, etc.

Market and competitor research

The potential of a wedding salon in many cities is very, very good, but there is much more competition here than in any other areas. The larger the city, the more opportunities, even regardless of the number of marriages taking place in a given region. One thing to keep in mind is neighboring towns and accessibility. Usually, through proper advertising, you can expand your customer base from other smaller cities.

Competitor analysis will first begin with their advertising methods. By looking through newspapers and outdoor advertising, you can determine what budgets a particular wedding salon has and adjust expenses. In addition, searching for advertising will reveal the strengths and weaknesses of competitors.

Depending on the location of competitors depends on where it is best to rent a room.

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Wedding salon opening plan

Geographically, the wedding salon is located in Surgut with a population of 340 thousand people, in the central region of the city. The location chosen for the opening was a room on the 1st floor of a multi-story building, in close proximity to the city registry office and the “wedding zone,” that is, existing wedding salons. The choice of this location is determined by the client’s psychology. When choosing a wedding dress, the bride strives to visit as many salons as possible, so she first of all visits the so-called “wedding districts” rather than single points.

The area of ​​the building is 52 sq. m. meters with a trade and exhibition hall area of ​​40 sq. m., which is the best option based on average industry standards. To renovate the premises (finishing and painting work, arrangement of a shop window, installation of a sign, etc.) you will need 180 thousand rubles. A designer was hired to create the interior of the trade and exhibition hall with a romantic flair (the cost of the work is 40 thousand rubles). The planned period of repair and finishing is 1.5 months.

The cost of equipping a wedding salon will be 265 thousand rubles. A complete list of equipment is given in Table 2.

Table 2. Equipment costs

The tasks of ensuring the functioning of the wedding salon are assigned to the business owner and manager. The salon staff includes 3 salespeople working in shifts. (see Table 3). Working hours: 11.00-19.00, seven days a week. Accounting functions have been transferred to a specialized accounting firm (outsourcing).

The salon's current expenses are based on rent payments (45 thousand rubles), employee salaries (together with deductions - 119.7 thousand rubles), and utility bills. Variable expenses include updating collections (on average 500 thousand rubles per month), advertising costs (15 thousand rubles), SEO website promotion (6 thousand rubles). The key factor influencing variable costs is seasonality. The decline in sales occurs from October, the “low season” lasts until April.

Selection of premises

The choice of premises must be approached most responsibly. The premises must be chosen as close as possible to the city center and crowded places. It is also necessary to remember about the availability of the premises for clients. If the main flow of clients will come through advertisements, then the place where your salon will be located is especially important.

The most comfortable would be a room with an area above 100 square meters.

If you are going to display wedding dresses, it would be a good idea to find a room with a display case. Such a step will immediately attract customers.

Interior of a wedding salon

It is very important to take care of the design of the room. This is a prerequisite for a wedding salon, because it is the style and perception of the premises by clients that play the main role.

The premises determine how much clients will trust you with their money and how many clients will agree to additional services. For interior design of a wedding salon, it is best to hire a certified specialist who specializes in the design of such premises. Or contact a company that specializes in renovation and design of various premises.

Organizational plan for a wedding salon

The project launch period from the procedures for registering an individual entrepreneur to the actual opening is 3 months. The head of the salon is the owner of the business, who is not required to be constantly present in the salon, providing management remotely. His responsibilities include strategic business planning, searching for new suppliers and partners. Direct daily management of the salon is carried out by the administrator. Sales is led by a senior sales manager.

He reports to two sales consultants. All employees, including the manager, also report directly to the project owner. To motivate staff, salespeople receive an additional 2% of sales in addition to their salary. The criteria for selecting personnel are sociability, politeness, good appearance, poise.

There are no serious requirements for personnel qualifications. The training is carried out by the head and manager of the salon and does not require much time.

Risks of business in organizing a wedding

• Seasonality. The high season begins in spring and ends at the end of September. At the same time, you need to be prepared to work seven days a week. November is the least profitable month.
• A high degree of responsibility - every detail of the holiday is on the conscience of the organizer.
• Behavior of guests during the event.
• Routine.
• Irregular work schedule for the entire agency team.
• There is no confidence in obtaining consistently high profits. To reduce the financial burden, require advance payment - many celebrations are disrupted due to the fault of the client, and then you will have the opportunity to reduce financial expenses for the work of contractors.
• Force Majeure.
• Human factor. Here, responsibility for a disruption or an improperly organized celebration can fall on both the agency and the contractor, and sometimes on the customer himself. Take such points into account and be sure to include them in the contract, which is signed by the parties before the wedding preparations are carried out.

Financial plan for a wedding salon

The costs of the investment period are 1604 thousand rubles. These include:

• renovation of the premises and creation of interior design - 180 thousand rubles;
• purchase of equipment – ​​265 thousand rubles;
• starting product content – ​​1,104 thousand rubles;
• working trip to a specialized exhibition of dresses in Moscow, including accommodation and air travel – 45 thousand rubles;
• website creation – 10 thousand rubles.

Basic period costs include:

• purchase of dresses and accessories – 518.5 thousand rubles;
• Payroll – 119.7 thousand rubles + 2% of sales;
• rent for 50 sq. m. - 45 thousand rubles;
• advertising – 15 thousand rubles;
• accounting (outsourcing) – 7 thousand rubles;
• SEO website promotion – 6 thousand rubles;
• utilities – 3 thousand rubles;
• electricity – 1.5 thousand rubles.

The main financial indicators of the project, such as cash flow, revenue, profit and costs are presented in the Appendices (see Financial Results Report). Calculations are made based on the average number of buyers per month of 30 people.

Expenses

The business plan of a wedding agency includes the following financial components: costs, income, payback, and the possibility of developing the project.

Initial costs:

Monthly costs of a wedding agency:

Assessing the effectiveness of a wedding salon

The project to open a wedding salon is characterized by a high level of markups on goods (from 100% to 300%) and the willingness of clients to spend large amounts of money on purchases, which significantly reduces the level of risks and ensures good profitability upon reaching planned sales volumes.

The payback period of the project is 21 months, the discounted payback period is 31 months. The main indicators calculated for a three-year period are given in Table. 4. According to them, the net profit of the wedding salon will be 1628 thousand rubles.

Table 4. Project performance indicators

Marketing plan

The marketing plan that needs to be implemented to attract customers to the wedding salon consists of several stages. Their list is presented below:

• Advertising in popular print media in the region.
• Creation of thematic public pages on social networks (this type of advertising is the most effective, since young people spend a lot of time on social networks).
• Website development and filling it with information about the store’s assortment.
• Development of a system of discounts, promotions and bonuses.

By the way, in some small Russian cities there are no wedding salons at all, so perhaps advertising costs will be close to zero - the very fact of opening a salon will already be excellent advertising.

As for the income of the wedding salon, their level will be maximum from March to November. If we take average values, then with a six-day operating mode, daily revenue in terms of all months of the year will be approximately 12,000 rubles. Accordingly, the wedding store will generate about 300 thousand rubles in income per month.

Risks and guarantees of the wedding business

The project to open a wedding salon is a traditional and well-developed type of business. The chosen region of development contributes to the wedding business: the indicators for the number of marriages per thousand people in the Khanty-Mansiysk Autonomous Okrug are among the highest. One of the main risks of a wedding salon is the seasonality factor. Due to the length of the cold season, there is a great danger of wasting the income received during the peak sales in the main months. To minimize the negative consequences for the elasticity of demand and increase profitability, it is proposed to carry out a set of measures to intensify marketing activities, introduce large discounts on previous collections of dresses (up to 30-50%), and focus on sales of evening dresses and additional services. The main risks are reflected in Table. 5.

Table 5. Assessment of project risks and measures to prevent their occurrence or their consequences

Business concept and relevance

Description of services provided

The wider the list of services provided, the more opportunities for profit the agency will have. But it is important to understand that in this case the circle of people with whom certain relationships will be concluded automatically expands, since the staff of a standard agency is often unable to satisfy all requests.

You shouldn’t spread yourself thin, if you want to do weddings, then the main issues remain organizational issues, but singers, musicians, magicians and other representatives of the entertainment industry can be invited from outside.

Organizing weddings involves:

1. Determining the style and theme of the celebration. In accordance with the chosen theme, a room or place for the wedding is selected, a script is drawn up, and a route for the newlyweds from home to the registry office and beyond is planned.
2. Selection of a wedding dress (or fabric for it), suit, shirt, shoes, small things - tie, scarf, garter.
3. Ordering and decorating bouquets and boutonnieres.
4. Services of a hairdresser, stylist, makeup artist.
5. Rental of cars, minibuses.
6. Decorating the venue for the celebration, decorating with fresh flowers, ribbons, balloons, fruits.
7. Presenter services.
8. Show program (music, artists, various creative acts, fireworks).
9. Photographer and videographer services, photo printing, wedding album design, video clip editing. Video filming begins long before the wedding, it includes hen and stag parties, marriage proposals, walks to iconic places and other important moments.
10. Organization of bachelor and bachelorette parties.
11. Custom wedding cake.
12. Exit registration with full legal validity.
13. Organization of the wedding ceremony.
14. Drawing up a honeymoon travel program, selecting air tickets and booking hotels.

The more complete the wedding business is, the greater the response from potential clients it will find: it is easier to pay in one place and get the whole range of services than to enter into contracts and rely on different offices, each of which can fail and jeopardize the entire event.

Risks and opportunities

The main risks are associated with two positions: the involvement of a large number of third-party services and the novelty of the format as a whole. It is important to convey to newlyweds and their parents that turning to and trusting a professional is cheaper and more reliable than doing everything yourself. Without some experience, it is difficult to take into account all the nuances and organize a wedding like clockwork. People who have chosen the wedding business know exactly how to avoid misunderstandings. The main thing in this business is to be a professional, and then there will be no shortage of clients.

Level of competition in the wedding business

In this industry, the level of competition can be assessed as high. In addition to traditional wedding salons the business plan , custom tailoring ateliers, as well as online stores, are becoming very popular

When ordering online, there is no opportunity to try on the product, however, prices are several times lower than the market average.

In a business plan, in order to attract the maximum number of clients, it is important to form a competitive advantage for the future wedding salon , which could be:

• Exclusive models;
• Possibility of making an appointment for a fitting;
• Convenient fitting rooms;
• Providing stylist services;
• Possibility of rental or purchase in installments;
• Dress fitting is included in the price;
• Joint loyalty programs with beauty salons and wedding planning companies;
• Wide variety of choices, etc.

These advantages are reflected in the marketing strategy of the business plan and are voiced during advertising campaigns for the wedding dress salon .

Business Features

If you have firmly decided that I want to open a wedding business, first of all you need to decide on the size of the initial investment. This is not easy to do. You will have to spend a lot of time and effort developing your wedding business idea. The work of the salon should cover as many areas of activity as possible. Selling wedding dresses, suits and accessories will bring a good profit, but if you want to earn decent money, you also need to offer clients services for decorating a banquet hall, providing various wedding attributes, etc.

Before opening a wedding salon from scratch, you need to research the market and carefully analyze the work of competitors. It is advisable that your salon has something new and original that may intrigue customers, but at the same time it does not repeat what is available in other stores operating nearby. A wedding is a very important event, so almost all newlyweds strive to create their own unique style both in clothing and in all other details. This very important point must not be overlooked.

After you study the work of other stores, based on the results obtained, you can draw conclusions about what products should not be offered in your store and what omissions of competitors you can use to your advantage. To attract as many customers as possible, you need to choose new, extraordinary models. If you decide to open a wedding salon business, be prepared for the fact that you will have to constantly develop new ideas that will attract customers like a magnet.

Wedding dresses and accessories are always in demand, even during a financial crisis. Experienced entrepreneurs who have achieved great success in this area can tell you how to open a wedding business. But they are unlikely to share the intricacies of a commercial idea with newcomers. It’s very good if you have some kind of base - your own premises for a salon or a sewing workshop. But how to open a wedding dress salon from scratch? We will try to answer this question in our article.