Open a bar business from scratch. How to open a bar? Everything you need for your own establishment. Conducting an advertising campaign

16.06.2021

The main goal of any drinking establishment is to extract commercial benefits through the sale of alcoholic beverages. Opening a bar requires certain organizational skills, as well as knowledge of the specifics of this business. Experience in institutions Catering and will be a big plus. The main nuances of organizing the work of the institution contains a sample of a ready-made bar business plan with calculations.

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Services

The main service of the bar is the production and sale of drinks, as well as the creation of conditions for their consumption at the bar or in the hall. Some bars serve hot meals along with drinks. Customer service is led by a bartender, who is behind the bar.

Leisure services include:

organization of musical services;
organization of concerts, variety programs;
broadcasting of sports matches;
display of video programs;
provision of press, board games;
slot machines;
billiards;
karaoke;
hookah.

Other services include:

provision of a free phone;
guaranteed storage of personal belongings (outerwear) of the client;
calling a taxi at the request of the client.

Types and relevance

Classification of bars by type of drinks:

non-alcoholic - the institution serves light snacks and drinks that do not contain alcohol;
wine - the main drink is wine of different types;
cocktail bar - the institution specializes in cocktails, both containing alcohol and non-alcoholic;
coffee bar - mainly hot drinks (tea, coffee) and dessert dishes (cakes, ice cream, etc.) are served here;
milk bar - at the heart of the menu are dairy dishes;
beer bar or pub - the main drink is.

Classification of bars by type of visitors:

biker bar - an institution for bikers;
sports bar with obligatory broadcasting of matches, the main customers are sports fans;
gay bar - an institution focused on the LGBT community;
vega bar - vegetarian dishes, without alcoholic drinks.

Classification of bars by type of service:

a bikini bar with uniformed waitresses;
the lobby bar is located in the hotel lobby;
mobile bar - a mobile institution;
office bar at the office, the main customers are employees of the company;
server bar serves prepaid banquets;
the express bar is characterized by fast service.

Classification of bars by type of music and:

club bar with modern music, usually open at night;
music hall - an institution of the entertainment genre with music;
disco bar with dance music of the 20th century;
juk-joint - a roadside eatery with jukeboxes;
lounge bar - an institution of increased comfort with background music;
dancehall - dance bar.

Classification of bars by type of entertainment:

cinema bar showing films, presentations;
pool bar with swimming pool;
strip bar - a bar with performances by strippers.

Classification of bars by assortment:

snack bar - a snack bar with light meals for a "snack";
tab bar - an institution with a standard range of products without making cocktails with a tote;
phytobar - a department for the sale and consumption of teas and decoctions from medicinal herbs.

In Russia, bars are divided into the following classes according to the level of service and the range of services provided:

"luxury" - an institution of increased comfort with a wide range of services;
"supreme" - a variety of assortment of drinks and cocktails;
"first" - a wide or specialized range of drinks and cocktails, including custom-made and branded ones.

Today, bars are not only drinking establishments, but also entire clubs of interest. Their popularity remains high - people are attracted by the speed of service and affordable prices compared to restaurants. The relevance of choosing the type of bar for the implementation of the project is determined in the business plan based on market analysis and financial calculations.

Description and analysis of the market

The characteristic of the bar business in Russia looks like this:

The survey showed that the maximum number of visits to bars occurs in Moscow and St. Petersburg. Half of the respondents in these cities go to bars.
The number of establishments has increased by 24% over the past 6 years.
Fresh bars are becoming a growing segment of public catering.
The average bill of most bars is 500-1500 rubles.
Bars that broadcast sports matches are most often network format establishments.
The economic situation in the country with the forced savings of the population on the services of drinking establishments has led to increased competition in the catering market.
The share of franchising projects in the total number of chain establishments increased by 4.2% over the past year. This was preceded by a significant decline over the previous three years.
Changes in legislation and the development of the sphere of catering enterprises make their own adjustments to the requirements for employees - profile education is required for work.
Market analysis over the past two years has shown an increase in the number of wine bars in Russia.
Breweries that produce craft beer and promote it to bars are actively developing.
By some estimates, 3 out of 4 bars fail in the first year.

The target audience

The target audience depends on the intended location of the future institution. The potential range of customers of an average non-thematic bar is young people aged 18 to 35 years (30% of the total population). Of these, 85% are men.

To identify potential customers, you need to analyze:

residential buildings in the area;
cars parked in front of buildings;
number of offices in the area and their level.

Competitive advantages

The competitive advantages of catering enterprises include the following points:

a decent level of services provided at a reasonable price;
decent level of service;
additional services provided;
targeting a specific target audience.

Let's define the competitive advantages of the bar:

Good location of the establishment. The presence of parking, a well-marked sign are pluses.
Interactive bar. With its help, the interest of visitors is significantly increased - each contact with such a counter is accompanied by beautiful animation. In addition, such bar counters can be used as information platforms about the company's promotions and discounts.
Having your own corporate identity. It can be an original interior, focusing on a certain segment of customers.
Enough working capital to cover expenses for the year ahead.
Live music, corresponding to the concept of the institution.
An intriguing name that impresses target audience. The name serves as an advertisement for the bar.
Coin machines - billiard tables, slot machines.

Advertising campaign

The marketing campaign is carried out with the following goals:

achieve brand recognition;
stimulating a trial purchase;
encouraging repeat purchases;
formation of a circle of guests of the bar.

Branding. Recognition of the institution in order to form a circle of guests. To do this, you should use the services of the media and online advertising. An elegant mini-booklet that tells about the establishment, ads in the bar area are also included in the first step of the company.
Performance. In large cities, bars can count on attracting additional customers through online advertising. A beautifully designed entrance group and an attractive signboard increase the attractiveness of the establishment and are an advertisement in themselves.

Step-by-step instructions for opening

It must be borne in mind that the basis for organizing a successful business is careful planning and costing.

The step-by-step instruction consists of the following items:

Drafting financial plan project.
Registration of documents for the institution.
Rent (purchase) and repair of premises.
Purchase of equipment and inventory that are required for the functioning of the bar.
Hiring qualified employees or training.

The documents

List of documents to open:

Registration certificate legal entity and the choice of OKVED codes (55.40 for a bar). If the bar plans non-alcoholic or low-alcohol drinks, then you can register an individual entrepreneur.
Title papers for the premises (lease agreement or documents confirming ownership).
Design documentation that regulates the characteristics of the premises and the requirements for the communications system.
Permission from Rospotrebnadzor to operate the establishment.
Technical documentation, on the basis of which it will be possible to repair the premises and make redevelopment.
Production control program.
License for retail alcohol.

Room and design

It would be a good idea to rent a space for a bar in a youth area with good traffic. It should be noted that the presence of bars and clubs nearby creates high competition.

Basic rules for choosing a place for a bar:

the area of the premises is not less than 70 sq. m;
separate entrance;
the ability to equip a sanitary unit;
free access to the highway;
availability of parking;
the sign must be visible from the street;
Proximity to where clients work, not to their homes.

The design of the bar should not be too aggressive or discreet. The design must match the concept of the institution.

The development of a bar design project includes the following steps:

Formulation of technical specifications.
Definition of the bar concept.
Creation of the project of the interior of the institution and the entrance group.
Technical and building design.
Project implementation.

The video shows the difficulties entrepreneurs face when choosing a space for a bar. Filmed by the channel "Unfiltered Bazaar".

Photo gallery

Fresh bar Coffee bar Lounge bar Pincho bar Beer bar Sports bar Sushi bar Wine bar

Equipment and inventory

Calculation of the need for equipment and inventory:

Name	Estimated prices in rubles
bar counter	200 000
musical equipment	100 000
Induction cooker	20 000
rice cooker	2 000
Juicer	10 000
pizza oven	20 000
Filler type boiler	8 000
Bar mixer	35 000
vegetable cutter	35 000
combi steamer	190 000
fryer	15 000
French fries food warmer	25 000
Showcase for burgers	25 000
Bar refrigerated cabinet	25 000
ice maker	95 000
Juicer	100 000
ice crusher	2 000
Coffee maker	28 000
Hot chocolate maker	24 000
Tables and racks	50 000
Bar inventory	1 000
Furniture	60 000
Crockery and cutlery	80 000
Total	1 150 000

Staff

Bar employees must be honest and obliging. One of essential qualities is the ability to communicate with people - to maintain a conversation or just listen. It depends on this whether a random guest becomes regular customer. The main categories of bar workers include: bartender, waiters, barista, barback.

Etiquette rules for employees:

do not conduct abstract conversations with colleagues;
keep a distance when communicating with customers;
respect confidentiality;
be able to send home a drunk visitor without offending him;
take the initiative in controversial situations.

Workers need uniforms to keep clean. The hands of the staff must be clean with neat nails, without jewelry. The face must be clean-shaven.

Before starting work, it is necessary to check and prepare the bar for maintenance. The bartender should take care of the supply of drinks.

Requirements for bar staff:

Job title	Responsibilities	Requirements
Bartender	serve customers at the bar, adhering to the concept of the bar; take into account the needs of customers and increase the profitability of the bar.	GOST 50935-96 “Public catering. Requirements for service personnel” defines the requirements for the bartender: know the nuances of customer service and the basic rules of etiquette; be able to prepare various drinks according to the recipe; arrange and serve cocktails according to the rules; master the skills of serving snacks and dishes; for bars of the highest and deluxe categories, to know the rules of international etiquette and the specifics of servicing foreign visitors; be fluent in English; know the rules of operation of the CCP; Navigate through crockery and cutlery.
Waiter	come to work according to the schedule; work under the guidance of a bartender; wear a uniform and keep a neat appearance; serve customers in accordance with the rules; greet visitors with a smile and seat them at tables; offer menus, bar cards; provide a price list for additional services; fulfill the order as quickly as possible; Recommend branded dishes and drinks to customers; prepare workplace and tables; control the state of the tables during the shift; do not allow the supply of dishes with defects.	know and organize customer service; carry out table setting; courtesy and caution; know the availability of dishes, drinks in the cards and their prices; navigate the order of serving dishes and the basics of their preparation technology; know foreign language at the conversational level.
Barista	preparing and serving coffee; regulation of the grinding level of coffee depending on the drink being prepared; determining an acceptable temperature for preparing a beverage; whipping foam to the required degree; the correct selection of dishes in which the drink is served; compiling a coffee card, including both classic and barista-created recipes in it, which creates the corporate identity of the bar; creation of images on milk foam (latte art); having artistic qualities, putting on a show that attracts customers.	feel the mood of the visitor; sociability; knowledge of the history of coffee, its composition; know the rules for using a coffee grinder; know the recipes and be able to prepare different types of coffee; be able to set tables for serving drinks.
Barback (assistant bartender)	clean the window and bar counter; collect used and deliver clean dishes; replace ashtrays on the bar counter; prepare equipment and inventory before the opening of the bar and monitor their condition during the work shift.	politeness; performance; a responsibility; cleanliness.
Cook	menu planning; quality control of products and dishes; cooking.	high level cooking skills; calculation of the cost of a dish according to the recipe.

Financial plan

Features of the financial plan:

the population of the city is more than 1 million people;
the population of the area where the bar is located, 50 thousand people;
bar location: first floor of the entertainment center building with a separate entrance;
room area 54m2;
bar capacity - 60 people;
the bar is open from 15:00 to 03:00;
staff of the institution - 5 people.

How much does it cost to open a bar?

An example of a financial plan with calculations contains average prices for Russian cities. A business plan will help determine how much it costs to open your bar from scratch. The one-time fees required to open a bar consist of the cost of equipment, preliminary advertising campaign and necessary organizational fees.

Approximate cost estimate for opening a bar:

Recurring costs

Monthly expenses are calculated every month and, if necessary, adjusted:

Income

The maximum visits to the institution are planned for weekends and sporting events (approximately 12 days per month). The number of visitors will be approximately 90 * 12 = 1080 people. On other days, about 30 people per day are expected or 18 days * 30 people. = 540 people. Thus, 1620 people will visit the bar in a month.

With an average check of a visitor of 300 rubles, the profit will be 300 rubles * 1620 people = 486,000 rubles. This indicator of revenue can be reached after about 3 months of work.

Calendar plan

Calendar plan for implementing the business idea of opening a bar:

Stage	1 month	2 months	3 months	4 months	5 months	6 months	7 months
Market analysis	+
Preparation of a bar business plan		+
Registration of a package of documents		+	+	+
Obtaining Additional Permissions				+	+
Construction/rental of premises			+	+
Repair work				+	+
Purchasing and stocking					+	+
Recruitment						+
Opening							+

Risks and payback

Among the main risks of the project are:

Construction risk includes the difficulties that arise during the construction or renovation of an establishment. The risk is low due to the large number of firms that are able to do their job well and meet the deadline.
Technical risk refers to difficulties encountered during the delivery and commissioning of equipment. This risk can be minimized by careful selection of equipment supply companies.
The human risk lies in the low qualification of the staff. To minimize it, you need to work on the popularity of the institution. The demand for the bar will serve as an attractive factor for staff.
Organizational risk includes force majeure situations during the operation of the institution. To minimize this risk, management should only contact highly qualified specialists.
Financial risk is the lack of sufficient funds. To eliminate this risk, you need to look for reliable investors.
Commercial risk - a low level of sales of products at declared prices. The decision factor is to increase the potential audience of the bar and take measures to increase the competitive advantages of the institution.

A beer bar is a highly profitable (~30-35%) and quickly payback type of business (~7-12 months). Opening such an institution does not require large financial investments and does not require the hiring of highly specialized specialists, cooks. This makes this business easy to create, but highly competitive especially in large cities. In the article, we will analyze how to open a beer bar from scratch and give an example of a business plan with calculations.

Advantages and disadvantages of opening a beer bar

Advantages	Flaws
The margin (markup) for products is 100%. High business profitability ~30-35%	Large initial costs for opening a restaurant, high rent in the city center
Fast payback period ~7-12 months	High competition, especially in large cities: Moscow, St. Petersburg, Kazan, Yekaterinburg
A large number of potential visitors to the institution	Lack of workload of the institution during the daytime and working days

Beer is one of the most popular drinks in the world. The most beer nation are Czechs (140 liters per year), Germans and Irish. In Russia, beer consumption is 2.5 times less than in other European countries. The main visitors of the blue-collar beer bar ( middle class): managers, office workers aged 25-50 years.

Types of beer bars: comparison

Consider the varieties and features of a beer bar: a pub, a sports bar, a summer tent and a highly specialized bar.

Beer bar view	Peculiarities
Beer restaurant	Emphasis on national cuisine: German, Irish, English + exclusive beers (see.” “). Availability of a banquet hall. Entertainment: live music. The target audience is the premium segment of the population with high solvency: married couples, office workers.
The pub	Focus on the transfer of national flavor in design and beer varieties. Entertainment in the form of sports broadcasts, live music. Target audience: managers, office workers, students
Sports bar	Focus on broadcasting sporting events. Target audience: fans, students, fans
summer tent	Sale alcoholic products in summer period time in parks and recreation areas and high traffic. Investment costs for opening are small. General target audience
Highly specialized beer bar	Design in thematic national style: German, English, etc. Requires large financial costs to open. Focus on tourists and wealthy visitors

Stages of opening a beer bar

Consider the main stages of opening a beer bar:

Business registration: choosing a form of ownership, choosing a taxation system, registering an organization, finding a place;
Creating a bar business model: marketing analysis, development pricing policy, drawing up the concept of the institution, developing a work plan;
Design: creation of a technological project, assessment of inventory and equipment, development of engineering communications, design of an institution, creation of a signboard and internal advertising;
Equipment of the premises: furniture, bar counters, creation of a unique uniform for staff and administrators, installation of video surveillance cameras;
The final stage: the creation of a personnel training system, the creation of a menu, the installation of equipment and engineering systems, notification of the opening of Rospotrebnadzor, permission from the fire inspectorate, the acquisition of a license to sell alcohol.

Beer bar location

The location of the institution directly determines its profitability and payback period. Location is a key success factor for a beer bar. The optimal location will be the city center with the most convenient access to the bar and high traffic. The first option is the location in close proximity to shopping centers, business centers, offices. The proximity of the location to the offices will allow you to take the daytime and organize business lunches for employees. (As a rule, the bar is open from 12:00 to 00:00)

The second option for the location of the bar is areas with large industrial centers: factories, plants and other industries. The purpose of visiting such bars is to relax after work.

The third option is the location near major transport hubs: railway stations, airports and ports. The purpose of the visit is to reduce the waiting time for transit passengers in a pleasant atmosphere.

The bar itself can be located both on the first floor (the first line of houses), and in the basement or basement. The main thing is the visibility of the institution and its availability.

The minimum area of the room is 180 m2. (120 m2 reserved for seats), 40 seats.

Your beer bar can be decorated in the ethnic style of a Ukrainian hut or a Russian village hut, in the spirit of the Soviet era, in the style of a Russian folk hut. Moreover, it is necessary to arrange so that the staff is in clothes corresponding to the design of the bar. When designing a bar, the name of the bar should be the same as its interior design.

For example, if the bar is called "Red Arrow", then branded clothes for waiters and bartenders can be in the form of conductors and conductors or the head of the train. The furniture imitates the furniture in the train, glasses, tablecloths and napkins with the emblems of the Red Arrow. Everything around the bar should create the effect of immersion in the atmosphere of the legendary train.

How to open a beer bar: business registration

Registration in the tax office of a beer bar (restaurant) is carried out: individual entrepreneur or LLC. In the table below, we will consider the main advantages, as well as the required list of documents for their registration. When registering for OKVED, choose the main activity: 55.4 - “Activity of bars”; additional: 55.3 - “Restaurant activities”; 55.5 - "The activity of canteens and the supply of catering products"; 92.3 - “Other entertainment activities” .

Form of business organization

Benefits of using

Documents for registration

IP ( individual entrepreneur)

Used to create a small fast food restaurant type establishment (<50 мест). Количество персонала 3-5 человек

receipt of payment of the state duty (800 rubles);
certified application by a notary in the form No. P21001;
application for the transition to UTII or USN (otherwise it will be OSNO by default);
copy of all pages of the passport.

OOO ( limited liability company)

Used to open a large beer restaurant (>50 seats), attract additional funding, scale up, capital construction

application in the form No. Р11001;
charter of LLC;
a decision to open an LLC or a protocol if there are several founders (partners);
receipt of payment of the state duty (4000 rubles);
copies of the founders' passports certified by a notary;
application for the transition to UTII or USN.

By law, the authorized capital of an LLC cannot be less than 10,000 rubles!

The best choice of taxation system for a restaurant is UTII(single tax on imputed income), in order to switch to this system, there must be a municipal law on the possibility of using UTII (up to 100 employees and the cost of fixed assets up to 100 million rubles). The interest rate is - 15%. If the organization chooses the simplified tax system, then the interest rate of 6% of income will be the best solution.

How to open a bar from scratch?

This video tells the success story of Dmitry Levitsky: how he opened his bar, what difficulties he faced and how he develops his business.

Assortment of the institution

The main goods to be consumed are beer and warm and cold snacks. It is important that, in addition to draft and bottled beer, accompanying dishes are served: nuts, chips, crackers, smoked wings, squid, snacks, fish of various types: dried, smoked, herring, cheese balls, pig ears. In addition to traditional beer of different strengths, non-alcoholic beer can be offered to visitors.

Organize a business lunch, hot meals to attract visitors during the daytime lunchtime. You can also deliver a business lunch to offices.

Total beer bar costs

Consider the main financial costs of opening a beer bar:

Legal registration ~10 thousand rubles
License for the right to sell beer (issued for 5 years) - 40 thousand rubles
Premises rental - about 300 thousand monthly
Repair, interior design of the premises ~500 thousand sq.
Purchase of equipment (coolers) 10 pcs. - 200 thousand
Gas cylinders 10 pcs. - 32 thousand.
Beer flow meters 10 pcs. - 85 thousand.
Kegs for beer - 36 thousand rubles
Dishes for at least 50 customers - 10 thousand rubles.
Dispensing columns 10 pcs. - 30 thousand
Lamps and furniture - 300 thousand rubles.
Textiles (curtains, tablecloths, napkins) - 40 thousand rubles.
Home theaters 2 pcs. - 50 thousand.
Kitchen utensils and cleaning products - 20 thousand rubles.
Cash desk - 10 thousand rubles
Refrigerator 2 pcs. - 28 thousand
Electric stove - 8 thousand rubles

In total, ~800 thousand rubles will be spent on the purchase of equipment. For the purchase of products ~ 300 thousand rubles. For advertising (signboard, banners, stands, ads in the media and via the Internet) ~ 100 thousand rubles. So, a one-time investment in opening your own beer bar will be ~ 2 million rubles. The current expenses for the beer bar during each month will amount to approximately 400 thousand rubles. The main item of monthly expenses is the rent of the premises! The main current items of expenditure are shown below in the figure:

The daily revenue of the beer bar is ~20,000 rubles. The main revenue falls on the end of the week: Thursday, Friday in the evening from 19:00 to 24:00. Monthly gross income ~600 thousand rubles. Net profit is ~200 thousand rubles per month. Payback of initial investment costs ~ 7 months.

Evaluation of the attractiveness of a business by a magazine site

Business Profitability	(3.7 out of 5)	Business Attractiveness 3.0
Project payback	(3.5 out of 5)
Ease of starting a business	(2.0 out of 5)
A beer bar is a highly profitable business with a quick payback period (~7-12 months), but an extremely risky business. The key success factor is the location of the institution in close proximity to offices, business and shopping centers. The main item of monthly expenses is rent payments. The main share of revenue falls on the evening hours (19.00-24.00) at the end of the week (Thursday, Friday). One of quick options creating a business is to open it on a franchise, which will save time on organizing technological processes, search for suppliers and site clearance.

This 13-point checklist will give you the opportunity to learn the whole process of creating and opening your own bar. This article will be the first in a series of "How to open your own bar?". Over the next 2 months, I will tell you about each stage in more detail, but for now, summary what awaits you and some nice bonuses for those who are really interested in opening their own bar.

THE FITZ BAr, Odessa (design Denis belenko)

In general, the opening algorithm for a bar is not much different from opening a cafe or restaurant. The steps to be taken are virtually the same. However, in any business format there are subtleties. It is on these subtleties that emphasis will be placed on each of the points. step by step plan. Before we move on to listing the steps, I want to draw your attention to 3 important conditions without which the application of this plan may not bring a positive result.

The devil is in the details. In this type of business, it's the little things that make the difference.
Build a bar ( implement the idea) can be 2-4 months. But, in order to find a good idea and form the concept of the future institution, it takes much more time.
If you have absolutely no experience in this business, then a simple understanding not enough. Take the time and money, get trained, attract consulting to help you understand complex and non-obvious issues. I don’t want to say at all that you are not capable of something, I just make it clear that experience in building such a business greatly increases your chances of a return on investment and reduces risks.

1. Idea.

“When I didn’t have enough money, I sat down to think, and didn’t run to earn money. The idea is the most expensive commodity in the world!”
Steve Jobs

Find a bright idea. Everything has been invented before us, do not reinvent the wheel. But! Remember! Simply copying other people's ideas will not lead you to success. You need to take a sensible approach to this issue and figure out how to adapt the found idea to the realities of your market and the needs of your future guest. It is important that the idea that you decide to implement is simple and understandable. Ideally, this is when the idea that will form the basis of the future concept of your bar will be relevant to your target audience. Implementation period: individually.

2. Concept.

"The concept determines the strategy of action."

Based on the idea, develop the concept of the future bar. The concept is what how your bar will be perceived by your guest, what he will see it and why he will choose it from a variety of options on the market. The concept determines the format of your future bar, the target audience, the size of the average bill, location, interior and exterior, atmosphere and key product that will attract the guest. Remember, the concept is the most important part, it is the "skeleton" of your future business. At this stage, it is very important to focus on actual needs of your future guest. Open a bar from the position “I want just that” you can only if you are clearly sure that your desires coincide with market trends and consumer demand. Otherwise, you will create a project that no one needs. Implementation period: from 7 to 15 days.

3. Product.

"Make a good product and the money will come."
John Ive

There is a belief and even confidence that a good and high-quality product is important competitive advantage. I hasten to dispel this myth. The quality of your product is a necessary but not sufficient element for success. The time when the quality of the product alone could set oneself apart from competitors has inevitably gone. Today key advantage of any product for the consumer is the ability of this very product to solve the problems of the consumer, to satisfy the most important needs, to meet expectations. The consumer usually seeks to satisfy two key needs - rational and emotional. Rational need is connected, first of all, with the need to satisfy hunger and quench thirst. Emotional, these are not dishes or cocktails - these are the sensations that a guest experiences when they get to your bar. The main thing that you should remember is that the guest comes to the bar not so much to drink, but to chat and enjoy the atmosphere and service, to attend an event that will leave him fond memories. When creating your bar's core product, you must combine high quality, relevance, presentation format (with an emphasis on the concept) and the optimal price. This will allow your target audience to notice you and identify you among others. But remember, do exactly what your competitor does, and say - "we have better" is not worth it, just like doing what no one needs. Implementation period: from a week to a month

4. Analysis of competitors.

"Learn from your competitor because he will learn from you."
Jeff O'Leary.

Perhaps the most significant stage of your work. If the market is empty and you do not have direct competitors who own bars, do not flatter yourself. You will compete for the target audience with those players who are already on the market. If you have no competitors, it's too early to rejoice. Do not forget, the consumer is not ready for experiments, it takes time, which means you need to find the shortest path to the heart of your guest. Otherwise, the risks increase many times over. Why do you need this analysis? Most of those who do not understand the answer to this question have remained far in history. You must do an analysis in order to understand how you can set yourself apart from your competitors, in what way you can surpass them, what weak sides you can use which strategy to attract a client can be effective. What should you pay attention to?! I will tell you more about this, in my opinion, the most important stage in building a business, in a separate article. Implementation period A: 7-14 days.

Artesian Bar, London

5. Business model.

"The business model serves to describe the basic principles for the creation, development and successful operation of the organization."
Yves Peigner

It is the business model that will give you an idea of the main aspects of your future business, give you an understanding of how your business will function. Describe key activities, distribution channels, all possible costs and customer segments, understand what you own, how important it is for your customer and how you can present it to him. Issues related to building a business model are most often overlooked not only by newcomers coming to catering business, but also often ignored by professionals. You can learn how to fill in the table from the full training course, which will appear closer to the beginning of December. In the meantime, carefully study the template, which is located in this section of the article.

6. Financial model.

“Keeping your money costs more work than getting it.
M. Montaigne

The financial model is fully based on the concept of your future bar. Pay special attention to the word model. In this case, everything you do when calculating the model is a hypothesis that you have to test. It is very important to clearly understand and know what cost items you need to take into account in order to correctly draw up investment plan(click here, useful table), which is part of the financial model. The financial model consists of the following important components:

Break even or zero profit point - the point at which the markup on the cost price covers all expenses (salary, rent, communal payments, taxes, general business calculations, food cost, marketing)
Planned revenue. You need the planned number of your seats, multiply by the rotation coefficient for your format, and then multiply again by the amount of the average check ( key indicators for calculation). The resulting figure will be the estimated average daily revenue of your bar. Now multiply by the number of working days and get the probable gross proceeds per month. We look at whether there is enough revenue to cover the point of zero profit. If not, look for an error in the model, if yes, the model has the right to life, now it has to be tested on a real room that you will rent or buy for a future bar. Implementation period: from 7 to 14 days.

Everything that I wrote above is a preliminary, painstaking and important work, which is the basic foundation of the future business. Let's move on to implementation.

7. Registration of a legal entity and other formalities.

Register a legal entity
Sign an agreement governing the relationship between business partners, or between an investor and a contractor. This agreement should regulate your mutual financial obligations and relationships, clearly describe the sequence of your actions if you decide to break off partnerships, close at a loss, etc.
In the future, after signing the lease, you will need to prepare project documentation for architecture, technological project, a package of documents for placement outdoor advertising and registration of a trademark, a package of documents for obtaining a license, a project for equipping a fire alarm room, a package of documents for Rospotrebnadzor notifying you of the start of your activity. Get an alcohol license. Buy and register a cash register with the Federal Tax Service. Prepare a package of documents for inspections by Rospotrebnadzor and the fire inspectorate (medical books, technical specifications, declarations ...) Specify the list of documents required for starting a catering business on the website of Rospotrebnadzor and other regulatory authorities in your region, since requirements in general may differ. Implementation period: from a month to three.

8. Search and rent/purchase of premises.

Decide on the location and characteristics of the premises for rent. Build on your concept and financial model. Look for a room that will effectively accommodate the number of seats you need, will allow you to implement your format and fit into those permanent and variable costs, which you have designated in the financial model. Based on the product and menu, you will understand what equipment you need. Based on the condition of the premises, the requirements of the tenant and the area, you can estimate the size of the future investment. When signing a lease, remember! lease contract must be concluded for a period of at least 5 years, registered in Justice, should protect your interests and not have a clause according to which the landlord can unilaterally evict you, indexing annual rent should not exceed 10%, the contract must be signed in rubles (this is not possible for all regions, so act according to the circumstances), the area of \u200b\u200bthe premises must be at least 60 m2 so that you can obtain a license to sell alcohol. Remember, the future of your business, and therefore the future of your money, depends on how your rights are protected by a lease agreement. We will talk more about this in a separate article. Implementation period: from a week to several months.

9. Design and renovation

“Design cannot dominate people and things. Design should help people, this is its role.”
Dizer Rams, world design guru.

This is perhaps one of the most important moments in the implementation of the future project. The time when design played a key role in the perception of the catering business is gone. But, the value of design today is no less important in the perception of you by your guest. Don't make rash mistakes, don't hire a designer with no restaurant experience, and even more so, don't take on the design yourself, unless, of course, you are a designer with experience. Remember, the design of the bar space should be based on the concept, not dominate and form an atmosphere that the guest is comfortable with. Design is like a good thing, if it is dressed appropriately, it decorates, if not, it repels. Repair, another significant event in the future life of the restaurant. Build and repair should be people who know how to work quickly and efficiently. For everything about everything, you have 2-3 months.

10. Equipment.

Usually the list of equipment is based on the concept and product that you plan to produce. When ordering, keep a few things in mind:

you can not save on quality, you will lose more.
it is necessary to take into account the delivery time of some rare pieces of equipment, they can be up to 3 months.
It is impossible to save on non-thermal and refrigeration equipment, constant high risks in case of failure. Your whole business can stop and you will lose money.
Ice and its quality main factor the success of your product.
The ergonomics of the bar is a key factor in the speed of work, and hence the size of your revenue.

Mootee bar, Johannesburg

11. Marketing.

"People don't buy what you create, but why you create it"
Simon Cynek

Marketing is responsible for the communication between your bar and the guest. By using effective marketing, you will be able to convey your idea in an accessible form to the target audience. Marketing is effective tool in capable hands, it is not "wasted money" as is commonly believed. Although, if money falls into the hands of a fool, it ceases to have any value and benefit. Effective marketing is the most important investment in your future. You can put together the best team, come up with the coolest product, but if no one knows about it, all efforts will be in vain. Use different local marketing tools, experiment with digital, invest wisely in SMM, but remember, if you do not have a strategy for promoting your bar, no tools will help you. Think through what channels you will convey information to guests and who will do it? Implementation period: from a month to two.

12. Team.

"Gather talented people and let them do their job"

Recruit staff in accordance with the format, concept and planned sales volumes, use the financial model. Recruit people who have burning eyes, people in whose hearts, the idea of your bar flared up on fire, the rest can be taught. Recruit and train your employees, establish a dialogue with them. Remember, today line staff (bartenders, waiters, cooks) relies not only on material motivation, but also on other values - a friendly team, the opportunity to gain experience, pleasure and satisfaction from what they do. Develop a system of financial and non-financial motivation, let them realize themselves in those issues in which they are interested. Conduct tastings of all your products for employees - they must not only know the composition, but also imagine the taste, otherwise they will not be able to tell the guest about the product.

13. Opening.

The opening of a bar is always an event for the team and your guests, but before making it official, let the team work together, find best ways interaction with the guest. Open doors to friends and close associates, listen to criticisms and comments with respect, hold daily meetings, and adjust team work. After a while, you won't recognize them. And the guests who come to the official opening will be very pleased. Oh, and also, my experience shows that a good team is the most effective word of mouth. When they like their place of work, they are helpful and valued fairly, they magnetize everyone they know to come and buy what you have to offer.

That's actually all for today. Did you have to read? Well, as you wished. If you need to figure something out, you will have to spend time. I wish you good luck. Stay tuned for a series of articles on each of the 13 points. It will be interesting and, as always, useful!. If you have questions, ask them