Business plan for selling mobile accessories on the “island”

* The calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to create a micro-enterprise in Krasnodar. The area of ​​activity is the sale of accessories for mobile phones on an “island” in a large shopping center. The project initiator is assumed to be self-employed.

The demand for the project’s products is due to the general situation in the mobile retail market: a decrease in the solvency of the population, which has led to a decrease in demand for new mobile phones and smartphones. This, in turn, is driving demand for mobile device repair services, as well as accessories that can personalize a device or protect it from physical wear and tear.

Investment costs are aimed at making a rental deposit for three months, production of a trade stand, purchase of goods, as well as the formation of a working capital fund until the project reaches payback.

Table 1. Key project performance indicators

2. DESCRIPTION OF THE COMPANY AND INDUSTRY

One of the most striking indicators of consumer sentiment in Russia today is the market for mobile devices – smartphones and tablets. In a stable economic situation, many Russians preferred to change their smartphone on average once every one and a half to two years. In the last two years the situation has changed dramatically.

Based on the indicators of the RSBI Opora Index, compiled by Opora Russia jointly with Promsvyazbank, entrepreneurial sentiment in Russia stopped falling and showed a slight growth trend.

Figure 1. RSBI indicators, 2014-2016

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However, mobile retail (b2c market for mobile devices) indicates a more serious decline in consumer sentiment. For example, in 2015 the main market trends were:

a decrease in the share of the premium segment in total sales against the backdrop of the growing popularity of new (largely Chinese) brands; at the same time, consumers preferred to maintain the performance of the devices, but not overpay for the brand; the share of traditional smartphone manufacturers has fallen to less than 50% of total sales

growth in the average retail price of devices - according to experts, it increased by 9% compared to 2014; at the same time, growth turned out to be significantly lower than in other segments of the household appliances and electronics market

growth in the functionality of smartphones - the share of devices supporting LTE, NFC, two SIM cards, etc. has increased.

smartphones replacing regular mobile phones, which account for 33% of total sales as of 2005

It was in 2015 that the mobile device market in Russia showed negative dynamics for the first time since 2009: compared to 2014, sales decreased by 3% in volume terms. Sales of smartphones increased due to a decrease in sales of conventional mobile phones - smartphones, according to the analytical agency TrendForce, were sold 22% more than in 2014 (in monetary terms).

At the beginning of 2016, several of the largest players in the mobile retail market reported a serious drop in sales in physical terms - by 8.4% in 2015 compared to 2014. Revenue, however, continued to grow due to rising device costs. The average cost rose from 8.9 thousand rubles per device in 2014 to 10.1 thousand rubles. in 2015. Smartphones with LTE support accounted for about 57% of sales in volume terms.

At the beginning of September 2016, the analytical company IDC published preliminary results of the Russian mobile device market for the first half of 2016. Experts note a stabilization of indicators and a return to pre-crisis levels. However, according to IDC forecasts, in dollar terms the market will not regain its former positions. In the medium term, the market will remain highly competitive and price sensitive.

The main market trends in 2016 include:

continued growth of interest in the functionality of devices (performance, LTE support, photo and video quality, etc.)

consumers began to change mobile phones less frequently (the share of devices purchased more than 12 months ago has increased significantly)

growth in sales of mono-brand chains, decrease in sales of multi-brand chains; The retail of mobile network operators is also growing (in the first half of 2015, 21% of buyers purchased mobile devices from operators, in 2016 – 24%)

growth in sales of devices under the own brands of mobile operators; As a rule, these are budget devices made in China

Figure 2. How long ago did you buy the mobile phone / smartphone you use today (according to AC&M)

Figure 3. Mobile device sales structure (according to AC&M)

To summarize, the market is most likely to stagnate over the next few years. The share of multi-brand retail will continue to decline, but it will not disappear completely. The importance of cellular operators' own distribution channels will grow.

These data indicate a decrease in demand for new mobile electronics, which leads to an increase in demand for spare parts and accessories. Thanks to accessories, you can “revive” the appearance of even a significantly shabby smartphone, as well as extend its life.

The enterprise is organized from scratch and registered with the relevant government agencies. The location of the retail outlet is an “island” in the largest shopping center in Krasnodar. An island is a retail outlet with an area of ​​2.5 m2 in the gallery of a shopping center. The project initiator is assumed to be self-employed.

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Krasnodar is a city in the south of Russia, the administrative center of the Krasnodar Territory, one of the largest cities in the Southern Federal District. A large economic, commercial, industrial and cultural center. The population of the city is 853 thousand people.

The largest shopping center in the city was chosen for placement, the total area of ​​the center is 180,400 m2, the retail area is 142,000 m2; parking for 3,500 cars. On the territory of the shopping center there are: the largest grocery hypermarket in the Southern Federal District, a hypermarket of building materials, a furniture store, goods for sports and recreation, household appliances and electronics, clothes and shoes for children and adults, bowling.

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The retail outlet is located in a place with the highest traffic, in one of the central galleries of the shopping center, in close proximity to the food court.

3. DESCRIPTION OF GOODS AND SERVICES

The project sells accessories for mobile phones and smartphones in the budget and mid-price segments, mainly made in China and Russia. These include both decorative elements (back covers), functional (chargers, portable speakers) and protective (protective films, cases). A complete list of products (by category) is given in Table. 2. To simplify calculations, the average cost of goods in each category is used.

Table 2. Assortment, variable costs and selling price

Project workers also provide services for applying protective film, installing back covers, setting up speakers, and so on. All services are provided free of charge.

The goods are purchased from the wholesale warehouse of a large online wholesale supplier of mobile accessories. The warehouse is located in Krasnodar, which greatly facilitates logistics and reduces the cost of delivering goods.

4. SALES AND MARKETING

The target audience of the project is men and women aged 14 to 45 years, with a mobile phone or smartphone, with an income level of up to 50,000 rubles. All sales are carried out directly through the retail outlet in the shopping center. To attract customers, a specially organized display of goods is used, demonstrating the most striking and original accessories. In addition, there are periodic product demonstrations - for example, the operation of portable speakers.

Additional promotion is carried out through social networks and Internet services aimed at the youth audience, which is the most active segment of the target audience. Social networks ok.ru, vk.com and Instagram service are used. Public pages are created filled with various content:

useful - tips and tricks on the use of mobile phones and accessories, how to care for them (40% of the volume)

entertaining – funny stories and pictures related to the theme of the pages (25% of the volume)

involving – competitions, surveys (15% of volume)

Publication frequency – 3-4 posts per day.

The competitiveness of the project is based on its favorable location. On the territory of the shopping center there are digital equipment stores that also offer accessories for mobile phones and smartphones, however, since this area is not their specialization, their assortment, as a rule, is not so deep. Typically, the stock of mobile retail stores consists of accessories for the latest models of devices that are directly on sale. Considering the fact that the stock of mobile devices in the country is rapidly aging, accessories for older models are becoming in demand. The project takes this fact into account and pays attention to the purchase of such accessories, which has a positive effect on the profitability of the project, since outdated models are purchased from the stock balances of wholesale suppliers at a discount.

Reaching planned sales volumes is expected to begin in the fourth month of project implementation. Reaching the break-even point by the third month of project implementation. The demand for the project’s products does not have a pronounced seasonality, with the exception of surges in consumer activity during the pre-holiday periods - before February 23, March 8 and the New Year.

Table 3. Planned sales volumes

5. PRODUCTION PLAN

Sales of goods are carried out through a sales stand located in the gallery of the shopping center. Stand area – 2.5 m2. The operational stock of goods is stored inside the stand, in locked boxes. The premises of the shopping center are centrally guarded, so overnight storage of goods at the stand is safe. The main inventory is kept by the project initiator, for which a special room has been equipped in his house.

The sales stand is manufactured by a furniture company in Krasnodar to order according to individually developed drawings. The design provides the most convenient open display that can attract the attention of visitors to the shopping center. The period for manufacturing and installation of the stand (by the manufacturer) is 7 calendar days.

The purchase of goods is carried out at the warehouse of a large wholesale supplier of mobile accessories. Depending on the volume of a one-time purchase, the size of the wholesale discount usually varies, but the project initiator managed to reach an agreement with the regional management to fix the maximum discount, subject to a gross monthly purchase volume of at least 150,000 rubles. Planned volume of purchases (according to Table 3 – 171,200 rubles).

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The warehouse turnover is planned at 2-2.5 times a month, thus, 2-3 purchases of goods are carried out monthly for varying amounts. This allows you to more accurately form warehouse inventory, avoid the appearance of illiquid goods, and also increase the turnover of working capital.

The product is supplied in original packaging. The warranty period depends on the product category.

6. ORGANIZATIONAL PLAN

All leadership and management functions are performed by the project initiator. He has experience in organizing retail trade and online promotion. Accounting has been outsourced. The opening hours of the outlet are 10.00 – 22.00. A shift work schedule is provided - 2/2, accordingly, a second salesperson is required. The selection of a seller is carried out during the preparatory stage of the project. The duration of the preparatory stage is 1 week. During this period, the production and installation of the trade stand is also carried out, and the first batch of goods is purchased. After this, the period of operating activity of the enterprise begins.

The project has a limited implementation period - five years, after which it is planned to be liquidated with the sale of assets and fixation of profits. The basis for this decision is the unpredictability of the development of mobile technologies and the economic situation in the country.

Individual entrepreneur was chosen as the legal form. Form of taxation – Unified tax on imputed income, section 8 “Retail trade carried out through objects of a stationary trading network that does not have sales floors, as well as through objects of a non-stationary trading network, the area of ​​​​a retail space in which does not exceed 5 sq.m.”

Table 4. Staffing and wage fund

7. FINANCIAL PLAN

The financial plan is drawn up for the entire duration of the project and takes into account all income and expenses of the project. Revenue refers to revenue from operating activities; The project does not provide for other types of income. Annual revenue after the project reaches planned sales volumes is 3.3 million rubles; net profit (after taxes) – 299 thousand rubles.

Investment costs are 309,000 rubles, of which the project initiator’s own funds are 100,000 rubles (Table 5). The lack of funds is expected to be covered by attracting a bank loan for a period of 24 months at 18% per annum. Loan repayment is carried out in annuity payments, credit holidays are three months.

Table 5. Investment costs

Variable costs include the cost of purchasing goods (including the cost of transportation to the project warehouse) and are shown in Table. 2. Fixed costs include expenses for renting space, advertising and depreciation. The amount of depreciation charges is calculated using the straight-line method based on the useful life of fixed assets of five years. Upon completion of the project, fixed assets are subject to write-off.

Table 6. Fixed costs

A detailed financial plan is given in Appendix. 1.

8. EVALUATION OF EFFECTIVENESS

The assessment of the effectiveness and investment attractiveness of the project is carried out on the basis of an analysis of the financial plan, cash flows, as well as simple and integral performance indicators (Table 1). To account for changes in the value of money over time, the discounted cash flow method is used. Discount rate – 3%.

Simple (PP) and discounted (DPP) payback period is 16 months. Net present value (NPV) – RUB 450,964. Internal rate of return (IRR) – 7.1%. Profitability index (PI) – 1.46. These figures are quite high at a low discount rate. If we take the discount rate as the desired rate of return of the project initiator, the project can be considered effective and attractive to the investor.

9. WARRANTY AND RISKS

To assess the risks associated with the implementation of the project, internal and external influencing factors are assessed. Internal factors include incorrectly selected assortment. To neutralize this risk, the following measures must be taken:

monitoring of warehouse balances for turnover and liquidity

monitoring feedback and survey results on social media pages

monitoring competitors' assortment

obtaining data on the most popular products from the project supplier

External factors include the following:

rent increase

decrease in effective demand

If any of the listed negative scenarios are realized, it is necessary to fix the profit and liquidate the project due to the inability to compensate for the increase in costs due to the profitability of the project.

10.APPLICATIONS

ANNEX 1

Financial plan

Denis Miroshnichenko
(c) - portal of business plans and guides for starting a small business

Project Summary

The goal of the project is to create a micro-enterprise in Krasnodar. The area of ​​activity is the sale of accessories for mobile phones on an “island” in a large shopping center. The project initiator is assumed to be self-employed.

The demand for the project’s products is due to the general situation in the mobile retail market: a decrease in the solvency of the population, which has led to a decrease in demand for new mobile phones and smartphones. This, in turn, is driving demand for mobile device repair services, as well as accessories that can personalize a device or protect it from physical wear and tear.

Investment costs are aimed at making a rental deposit for three months, production of a trade stand, purchase of goods, as well as the formation of a working capital fund until the project reaches payback.

Table 1. Key project performance indicators

Description of the company and industry

One of the most striking indicators of consumer sentiment in Russia today is the market for mobile devices - smartphones and tablets. In a stable economic situation, many Russians preferred to change their smartphone on average once every one and a half to two years. In the last two years the situation has changed dramatically.

Based on the indicators of the RSBI Opora Index, compiled by Opora Russia jointly with Promsvyazbank, entrepreneurial sentiment in Russia stopped falling and showed a slight growth trend.

Figure 1. RSBI indicators, 2014-2016

However, mobile retail (b2c market for mobile devices) indicates a more serious decline in consumer sentiment. For example, in 2015 the main market trends were:

• a decrease in the share of the premium segment in total sales against the backdrop of the growing popularity of new (largely Chinese) brands; at the same time, consumers preferred to maintain the performance of the devices, but not overpay for the brand; the share of traditional smartphone manufacturers has fallen to less than 50% of total sales
• growth in the average retail price of devices - according to experts, it increased by 9% compared to 2014; at the same time, growth turned out to be significantly lower than in other segments of the household appliances and electronics market
• growth in the functionality of smartphones - the share of devices supporting LTE, NFC, two SIM cards, etc. has increased.
• smartphones replacing regular mobile phones, which account for 33% of total sales as of 2005

It was in 2015 that the mobile device market in Russia showed negative dynamics for the first time since 2009: compared to 2014, sales decreased by 3% in volume terms. Sales of smartphones have increased due to a decrease in sales of conventional mobile phones - smartphones, according to the analytical agency TrendForce, were sold 22% more than in 2014 (in monetary terms).

At the beginning of 2016, several of the largest players in the mobile retail market reported a serious drop in sales in physical terms - by 8.4% in 2015 compared to 2014. Revenue, however, continued to grow due to rising device costs. The average cost rose from 8.9 thousand rubles per device in 2014 to 10.1 thousand rubles. in 2015. Smartphones with LTE support accounted for about 57% of sales in volume terms.

At the beginning of September 2016, the analytical company IDC published preliminary results of the Russian mobile device market for the first half of 2016. Experts note a stabilization of indicators and a return to pre-crisis levels. However, according to IDC forecasts, in dollar terms the market will not regain its former positions. In the medium term, the market will remain highly competitive and price sensitive.

The main market trends in 2016 include:

• continued growth of interest in the functionality of devices (performance, LTE support, photo and video quality, etc.)
• consumers began to change mobile phones less frequently (the share of devices purchased more than 12 months ago has increased significantly)
• growth in sales of mono-brand chains, decrease in sales of multi-brand chains; The retail of mobile network operators is also growing (in the first half of 2015, 21% of buyers purchased mobile devices from operators, in 2016 - 24%)
• growth in sales of devices under the own brands of mobile operators; As a rule, these are budget devices made in China

Figure 2. How long ago did you buy the mobile phone / smartphone you use today (according to AC&M)

Figure 3. Mobile device sales structure (according to AC&M)

To summarize, the market is most likely to stagnate over the next few years. The share of multi-brand retail will continue to decline, but it will not disappear completely. The importance of cellular operators' own distribution channels will grow.

These data indicate a decrease in demand for new mobile electronics, which leads to an increase in demand for spare parts and accessories. Thanks to accessories, you can “revive” the appearance of even a significantly shabby smartphone, as well as extend its life.

The enterprise is organized from scratch and registered with the relevant government agencies. The location of the retail outlet is an “island” in the largest shopping center in Krasnodar. An island is a retail outlet with an area of ​​2.5 m2 in the gallery of a shopping center. The project initiator is assumed to be self-employed.

Krasnodar is a city in the south of Russia, the administrative center of the Krasnodar Territory, one of the largest cities in the Southern Federal District. A large economic, commercial, industrial and cultural center. The population of the city is 853 thousand people.

The largest shopping center in the city was chosen for placement, the total area of ​​the center is 180,400 m2, the retail area is 142,000 m2; parking for 3,500 cars. On the territory of the shopping center there are: the largest grocery hypermarket in the Southern Federal District, a hypermarket of building materials, a furniture store, goods for sports and recreation, household appliances and electronics, clothes and shoes for children and adults, bowling.

The retail outlet is located in a place with the highest traffic, in one of the central galleries of the shopping center, in close proximity to the food court.

Description of goods and services

The project sells accessories for mobile phones and smartphones in the budget and mid-price segments, mainly made in China and Russia. These include both decorative elements (back covers), functional (chargers, portable speakers) and protective (protective films, cases). A complete list of products (by category) is given in Table. 2. To simplify calculations, the average cost of goods in each category is used.

Table 2. Assortment, variable costs and selling price

Project workers also provide services for applying protective film, installing back covers, setting up speakers, and so on. All services are provided free of charge.

The goods are purchased from the wholesale warehouse of a large online wholesale supplier of mobile accessories. The warehouse is located in Krasnodar, which greatly facilitates logistics and reduces the cost of delivering goods.

Sales and Marketing

The target audience of the project is men and women aged 14 to 45 years, with a mobile phone or smartphone, with an income level of up to 50,000 rubles. All sales are carried out directly through the retail outlet in the shopping center. To attract customers, a specially organized display of goods is used, demonstrating the most striking and original accessories. In addition, product demonstrations are carried out periodically - for example, the operation of portable speakers.

Additional promotion is carried out through social networks and Internet services aimed at the youth audience, which is the most active segment of the target audience. Social networks ok.ru, vk.com and Instagram service are used. Public pages are created filled with various content:

• useful - tips and tricks on the use of mobile phones and accessories, how to care for them (40% of the volume)
• advertising - information about new products, discounts and promotions (20% of volume)
• entertaining - funny stories and pictures related to the theme of the pages (25% of the volume)
• involving - competitions, surveys (15% of volume)

Publication frequency - 3-4 posts per day.

The competitiveness of the project is based on its favorable location. On the territory of the shopping center there are digital equipment stores that also offer accessories for mobile phones and smartphones, however, since this area is not their specialization, their assortment, as a rule, is not so deep. Typically, the stock of mobile retail stores consists of accessories for the latest models of devices that are directly on sale. Considering the fact that the stock of mobile devices in the country is rapidly aging, accessories for older models are becoming in demand. The project takes this fact into account and pays attention to the purchase of such accessories, which has a positive effect on the profitability of the project, since outdated models are purchased from the stock balances of wholesale suppliers at a discount.

Reaching planned sales volumes is expected to begin in the fourth month of project implementation. Reaching the break-even point by the third month of project implementation. Demand for the project's products does not have a pronounced seasonality, with the exception of surges in consumer activity during the pre-holiday periods - before February 23, March 8 and the New Year.

Table 3. Planned sales volumes

Production plan

Sales of goods are carried out through a sales stand located in the gallery of the shopping center. Stand area - 2.5 m2. The operational stock of goods is stored inside the stand, in locked boxes. The premises of the shopping center are centrally guarded, so overnight storage of goods at the stand is safe. The main inventory is kept by the project initiator, for which a special room has been equipped in his house.

The sales stand is manufactured by a furniture company in Krasnodar to order according to individually developed drawings. The design provides the most convenient open display that can attract the attention of visitors to the shopping center. The period for manufacturing and installation of the stand (by the manufacturer) is 7 calendar days.

The purchase of goods is carried out at the warehouse of a large wholesale supplier of mobile accessories. Depending on the volume of a one-time purchase, the size of the wholesale discount usually varies, but the project initiator managed to reach an agreement with the regional management to fix the maximum discount, subject to a gross monthly purchase volume of at least 150,000 rubles. Planned volume of purchases (according to Table 3 - 171,200 rubles).

The warehouse turnover is planned at 2-2.5 times a month, thus, 2-3 purchases of goods are carried out monthly for varying amounts. This allows you to more accurately form warehouse inventory, avoid the appearance of illiquid goods, and also increase the turnover of working capital.

The product is supplied in original packaging. The warranty period depends on the product category.

Organizational plan

All leadership and management functions are performed by the project initiator. He has experience in organizing retail trade and online promotion. Accounting has been outsourced. The opening hours of the outlet are 10.00 - 22.00. A shift work schedule is provided - 2/2, accordingly, a second salesperson is required. The selection of a seller is carried out during the preparatory stage of the project. The duration of the preparatory stage is 1 week. During this period, the production and installation of the trade stand is also carried out, and the first batch of goods is purchased. After this, the period of operating activity of the enterprise begins.

The project has a limited implementation period - five years, after which it is planned to be liquidated with the sale of assets and fixation of profits. The basis for this decision is the unpredictability of the development of mobile technologies and the economic situation in the country.

Individual entrepreneur was chosen as the legal form. Form of taxation - Unified tax on imputed income, section 8 “Retail trade carried out through the objects of a stationary retail chain that does not have sales floors, as well as through the facilities of a non-stationary retail chain, the area of ​​the retail space in which does not exceed 5 sq.m.”

Table 4. Staffing and wage fund

Financial plan

The financial plan is drawn up for the entire duration of the project and takes into account all income and expenses of the project. Revenue refers to revenue from operating activities; The project does not provide for other types of income. Annual revenue after the project reaches planned sales volumes is 3.3 million rubles; net profit (after taxes) - 299 thousand rubles.

Investment costs are 309,000 rubles, of which the project initiator’s own funds are 100,000 rubles (Table 5). The lack of funds is expected to be covered by attracting a bank loan for a period of 24 months at 18% per annum. Loan repayment is carried out in annuity payments, credit holidays are three months.

Table 5. Investment costs

Variable costs include the cost of purchasing goods (including the cost of transportation to the project warehouse) and are shown in Table. 2. Fixed costs include expenses for renting space, advertising and depreciation. The amount of depreciation charges is calculated using the straight-line method based on the useful life of fixed assets of five years. Upon completion of the project, fixed assets are subject to write-off.

Table 6. Fixed costs

A detailed financial plan is given in Appendix. 1.

Efficiency mark

The assessment of the effectiveness and investment attractiveness of the project is carried out on the basis of an analysis of the financial plan, cash flows, as well as simple and integral performance indicators (Table 1). To account for changes in the value of money over time, the discounted cash flow method is used. Discount rate - 3%.

Simple (PP) and discounted (DPP) payback period is 16 months. Net present value (NPV) - 450,964 rubles. Internal rate of return (IRR) - 7.1%. Profitability index (PI) - 1.46. These figures are quite high at a low discount rate. If we take the discount rate as the desired rate of return of the project initiator, the project can be considered effective and attractive to the investor.

Guarantees and risks

To assess the risks associated with the implementation of the project, internal and external influencing factors are assessed. Internal factors include incorrectly selected assortment. To neutralize this risk, the following measures must be taken:

• monitoring of warehouse balances for turnover and liquidity
• monitoring feedback and survey results on social media pages
• monitoring competitors' assortment
• obtaining data on the most popular products from the project supplier

External factors include the following:

• rent increase
• decrease in effective demand

If any of the listed negative scenarios are realized, it is necessary to fix the profit and liquidate the project due to the inability to compensate for the increase in costs due to the profitability of the project.

The most profitable business of cellular dealers is sales accessories for mobile phones, however, trading in accessories brings them only about 3% of their income. To maintain business profitability, dealers rely on selling other goods and services - for example, digital technology.

The Sotovik agency published the results of a study in which it tried to find out which types of business of cellular dealers have the highest profit margins. As it turned out, the most profitable type of activity is sale of accessories for cell phones: cases, headsets, chargers, batteries, replaceable cases, cords, etc. The profitability (ratio of net profit to revenue) of this business is off the charts, according to Sotovik editor-in-chief Sergei Kolyada, over 20%. In second place in terms of profitability is the sale of cameras, MP3 players and other digital equipment; sales of cell phones come next, and payment acceptance, sales of SIM cards and payment cards are at the very bottom.

Market participants generally agree with this situation. “ Trade in accessories is the most profitable, - confirms the president and main owner of the Svyaznoy group of companies Maxim Nogotkov. “The business of selling SIM cards also brings in good profits, and the most competitive segment now is the sale of phones.” “ We have the highest markup on accessories”, agrees Tatyana Moskaleva, head of public relations at Dixis.

But at the same time, this is also the most modest segment of the dealers' business, she adds: in 2005, income from the sale of phone cases, headsets and other additions to phones amounted to only 2.8% of Dixis' total turnover. Euroset has similar numbers, says its president Eldar Razroev. “The marginal profitability of the business [selling accessories] can reach 25%, but its share in sales is small,” notes Pavel Karaulov, managing partner of Divizion. “At some retail outlets, accessories account for 8-15% of sales, and in the total turnover of the company this share is even lower.”

According to Sotovik, the sale of payment cards and SIM cards brings dealers 42% of net profit, the sale of phones - 40%, and accessories - 13%. In addition, the accessories market traditionally has a lot of illiquid goods, with which the seller may have problems, adds Karaulov.

European phone sellers are also not focusing on accessories. “We make money mainly by connecting subscribers to cellular networks and by selling additional products like memory cards,” says Anti Trokudi, a spokesman for the Greek company Germanos, which owns one of the largest networks of cellular stores in Europe. “Selling phones is not such a profitable business, and neither is selling accessories.” Many accessories - such as Bluetooth headsets - are sold with the devices themselves, and people don't often upgrade them, she explains.

Russian companies are not embarrassed by the fact that their most profitable business brings them the least income. “We maintain profitability by expanding the range of products - selling digital devices, subscriber radio stations, smartphones, batteries, etc.,” says Maxim Nogotkov. In addition, cellular stores are introducing a variety of services - for example, printing digital photos or selling mobile content, adds Moskaleva. The whitewashing of the market also benefits profitability - in August last year, when the Ministry of Internal Affairs detained about 300,000 handsets illegally imported into the country and sellers raised prices for phones, Euroset’s net profit for the month immediately increased by $8 million, recalls Eldar Razroev. True, there are still gray importers on the market, so the fight against smuggling has not yet given the desired effect, he regrets. And Pavel Karaulov from Divizion believes that market participants are managing to maintain overall business profitability through regional expansion of networks and increased sales. “While growth remains extensive, there is a struggle in the regions for market share, but whoever wins this struggle will have to think about cutting costs and moving to an intensive development model,” he believes.

You can open a business selling accessories for phones and tablets with an amount of 150 - 200 thousand rubles. The bulk of the funds - about 70% - goes to creating an assortment of goods, 20% - to purchase commercial equipment and 10% - to other expenses. This is a simple business that any aspiring entrepreneur can open. The whole difficulty in starting a business lies in finding profitable suppliers of goods who will offer the lowest wholesale price. Although the average bill of such stores often does not exceed 600 rubles, this does not prevent the outlet from making a profit. Accessories stores receive their main income from high trade markups, which reach 500% for individual items.

Such a business is attractive because a small store can be opened on just 4-6 sq.m. This could be a place under an escalator in a shopping center (where there is maximum traffic) or a department in the format of a shopping island. It is advisable to open in high-traffic areas with a rich audience. In this regard, large shopping centers are some of the best places, despite the high rent (from 5,000 rubles per sq. m.). The clientele in large shopping centers is the richest.

The assortment of the store's accessories for phones and tablets includes such products as: covers, cases, decor for phones, cables and chargers, protective films, headphones and headsets, accessories for iPhone and iPad, styluses and gloves, car accessories for phones, gadgets for smartphones and tablets, batteries, bags for tablets. At the same time, most of the sales come from Apple products, according to market participants. The products of this company should be kept in maximum quantities:

In some cases, you shouldn’t limit yourself to just accessories. You can add the most popular models of phones and tablets to the range: iPhone, iPad, Mac Book. Not necessarily in large quantities, 5-10 positions are possible. It has been noticed more than once that when adding phones, sales of accessories for them increase several times.

When opening a store, great importance is attached to finding profitable suppliers. Accessories are inexpensive goods, and the main income comes from high trade margins. If it is not possible to purchase goods at low prices, then there is no point in starting a business. Even a markup of 100% is considered low. Most often, goods are sold with a markup of 200%. This is the only way to make money in this business.

Almost every shopping center has three or four cellular phone stores, which also have a good range of accessories, even at a greatly inflated cost. But salons have their advantages: a well-promoted brand, bright design, a large assortment of gadgets, huge investments, high traffic. Accessories are not their main source of income, but they sell well, since almost every purchase of a phone or tablet also means the purchase of a case or handbag for it.

Market players share some information that good wholesale suppliers of accessories can be found in Novosibirsk: their quality is good and their range is varied. As a last resort, you can always turn to Chinese trading platforms (alibaba and aliexpress). There are always plenty of cheap little things there. This is what most small online stores that sell accessories do.

To register a business, no licenses or additional permits are needed: it is enough to register an individual business with the local tax service, which will take only 5 days from the date of filing the documents. When filling out an application, they usually indicate OKVED code 52.4 “Other retail trade in specialized stores.” The taxation system most often chosen is UTII - a single tax on imputed income. This is the most optimal tax regime for small stores. Your tax is always a flat fee (paid quarterly). UTII exempts an entrepreneur from paying income tax, property tax and VAT. But the most important thing is that “imputation” allows you not to use cash registers when making payments to customers.

The niche of mobile accessories is a competitive environment, but at the same time very popular among buyers. The huge demand for various mobile accessories in the form of cases, protective glasses and other things stimulates entrepreneurs to open new outlets and develop this line of business. In today’s article we will look at how to open a store of accessories for mobile phones in your city and in what directions to work to promote it.

Business format and selection of premises

Depending on the initial capital, you can either open a retail outlet right away, or first test the niche by working on the Internet. In this article we will talk about an integrated approach that is perfect for both large and small cities.

To trade in phone accessories, you don’t need to rent a huge premises, but its location in the city plays a fairly important role. For example, good rental options would be shopping centers (you can even rent a shopping island), or premises near food or clothing markets. At first, your main source of attracting customers will be a sign, so you need to choose the location very carefully.

The size of the room can be from 12 – 20 sq.m. Everything will depend on the volume of the assortment. Due to the small area you can significantly save on costs.

To sell accessories for mobile devices, you will need to purchase trading equipment. These are shelves, racks and glass display cases for presenting goods. Pay special attention to lighting, as it often affects the buyer’s perception of the attractiveness of a particular product.

Assortment and suppliers

It is the assortment that will determine whether your business selling phone accessories will be successful or not. You should work with wholesalers who sell products at different price points.

Here is a list of the main product groups in this niche:

• Bluetooth headsets
• Protective films and glasses
• Cases
• Acustic systems
• Universal mobile batteries
• Headphones
• Chargers and adapters
• Sync cables
• Car holders
• Selfie monopods and accessories
• Batteries
• Memory cards
• Styluses
• Accessories for smart watches and trackers and more

This list can be much wider, depending on the initial capital. In fact, the niche of mobile accessories is quite wide and is developing rapidly every year, so there shouldn’t be any problems with the assortment.

You can search for suppliers of accessories for mobile devices on the Internet. You can work either with intermediaries in your country or order wholesale quantities of goods from China. At the same time, it is better to order through companies that specialize in clearing customs and preparing all the necessary documents.

Competitors

I would like to say a few words about competition. The market for mobile accessories is competitive, and in addition to open stores in your city, it is worth taking into account sites such as Aliexpress, where people order these products. But there is another side to the coin. There will always be those who want to come and buy right away, and not wait a month or two for their case or protective glass, and secondly, not everyone understands how it is and what to order on these sites. As practice shows, although the market for accessories for mobile phones has sagged a little after the popularization of Chinese trading platforms, it still remains a very profitable and promising area.

Advertising

In the business of selling mobile phone accessories, you can actually use any marketing method. Bright signboards, leaflets and advertisements in the media. But one of the most effective methods can be online advertising. The product is small-sized and inexpensive, it is perfect for selling online. Visitors can be attracted through search engine promotion of the site, or through contextual advertising.

How much money do you need to start?

The amount of investment will be different for each of you, but we tried to estimate the level of investment for opening a budget store selling accessories for mobile phones.

• Room rental – $200 – $250
• Taxes - $150
• Salesperson salary - $200
• Initial purchase of goods – $7000 – $10000
• Purchase of equipment – ​​$800 – $1000
• Advertising - $200 (+ advertising on the Internet).

How much can you earn?

As you know, selling accessories is usually very profitable, since there are high margins. The level of your income will directly depend on the location, assortment and skill of the seller to offer the client exactly what he is looking for. We will give only the average markup for this type of product, which is from 100% to 300%.

Agree, a very attractive indicator. This is why this niche is so competitive.

Conclusions. A business selling accessories for mobile devices is an excellent start for a budding entrepreneur. A wide range of products and high margins make it especially attractive.

Any thoughts on this? We are waiting for them in the comments.

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