About the present and future of online sales of contact lenses in Russia. Contact lenses - business plan

Encyclopedic reference: an optics store is a trade enterprise whose assortment is based on sunglasses and corrective glasses, frames, lenses, as well as spectacle care products and accessories for them.

Optics is a very attractive field of activity for businessmen. According to statistics, 25% of Russians have vision problems and almost 100% use sunglasses. At the same time, experts note that the optics market in Moscow is only 50% full, and even less in the regions. If you want to try your hand at the optical business, our article might be helpful. You will learn how much it costs to open an optics store, how to set up trade and bring your business to a high income level.

Step by step to a stable income from the sale of optics

Step one: preparing a legal framework

Theoretically, you can open an optics store with IP registration. But practical experience shows that it is better to start by registering entity This will make it easier to get a license if needed.

When is a license needed? If you plan to just sell ready-made glasses or lenses, you don't need a license. But in this case, you will greatly limit the circle of potential buyers, give up the bulk of the profits and, in the end, become like stalls in the market.

In order to be able to offer the customer corrective glasses that meet the doctor's prescription, it is necessary to equip an optician's office for making glasses (installing lenses in the frame chosen by the client). This activity is classified as manufacturing medical technology and is subject to mandatory licensing.

If you have any doubts about the correctness of the execution of permits, contact the Bureau for Licensing Medical Equipment and Products medical purpose Ministry of Health of Russia and the Medical Industry of the Russian Federation to clarify whether your store needs a license or not.

step two: choose a format, look for a room

As already mentioned, the simplest and cheap way open an optics store - rent a small room in the market, in mall or even an underpass and sell cheap Chinese-made optics. The share of such outlets accounts for 60% of the total sales, therefore, the economy category is in demand.

The second option is a reputable optics salon, where you can not only buy a stylish, solid frame, but also consult a doctor, pick up contact lenses and order prescription glasses. For such an optics store, you need a retail space with an area of ​​​​40 m? and at least 18 more "squares" for the diagnostic room. Choose objects in a prestigious area of ​​the city, close to expensive boutiques and large shopping centers.

Pay attention to the design of the room. The atmosphere of a professional salon is created by an abundance of light, good showcases, and a stylish interior. Experienced salespeople should work in the hall, who will help you choose a frame, brand of lenses and advise on other issues.

Step Three: we form an assortment, we establish trade

The assortment of an optics store depends on the format you choose. If you are targeting the middle class, try to form the widest possible range of models from different price categories. In addition to frames, offer for sale sunglasses, contact lenses, vision aids, eyeglass cases, chains and other accessories.

Most of the profit will provide sunglasses. Their assortment should be displayed already in February, as the season starts in March and peaks in April. The mark-up for s / o points starts from 100% and can even be several times higher.

An optics store needs an ophthalmologist who can also take appointments and give recommendations on choosing glasses and eye care. This is a medical activity, which also requires a license. Ideally, you need not just an ophthalmologist, but a contactologist who can prescribe contact lenses. A good criterion for choosing a doctor: whether he prescribes this specialist prescriptions for glasses for astigmatism. professional doctor knows how to work with astigmatism, and clients with glasses according to his prescription should see well.

A computer for checking vision - an autorefractometer - is a necessary, albeit expensive purchase. You can save money by buying a used device - the diagnosis is made on the basis of working with a table for checking eyesight, and you need a computer rather to create an image. Many clients go exclusively to opticians who have a refractometer, although, strictly speaking, there is not much use from it.

A great way to increase income is to open an office for classes with children with vision problems. There are sets of exercises that help get rid of strabismus without surgery, as well as train eye muscles to slow the loss of vision in toddlers. Unfortunately, the number of children with myopia, astigmatism and other vision problems is huge even in small towns. Parents are willing to pay considerable sums for the opportunity to restore vision or at least stabilize its loss. And since many modern treatment programs are effective, queues form in children's offices. For such an office, you will need a separate room, several computers and other equipment that is not as expensive as an autorefractometer, and a nurse or two on staff.

Where to get money?

Most market participants answer the question of whether an optics store is profitable in the affirmative, but they warn that it will take 1.5–2 years to reach the level of good income.

Underwater rocks

To work in the field of optics, you need to understand the issue or hire a very good consultant, perhaps try to find an optics owner from another city. Forming an assortment, you will first take risks if you cannot distinguish a frame that is universal in shape and suitable for almost everyone from a “demanding” one to facial features.

You must personally monitor the skill level of consultant opticians, and for this you need to know a lot about plastic and glass lenses from various manufacturers.

The problem may be finding a master who will make prescription glasses - you will have to pay for the training of a specialist, since there are simply no unemployed craftsmen. However, remember: the more expensive the lens turning machine you buy, the lower the craftsman's qualification may be. To work on a cheap manual machine, you need a highly qualified specialist, who is almost impossible to find, a young person who is interested in technology and able to do something with his own hands can learn to work on a semi-automatic machine, and minimal training is needed to work on a fully automatic machine.

So, large expenses await you, the main part of which will be the purchase or rent of a spacious room, the purchase of an autorefractometer and a machine for the master, as well as the payment for the training of opticians-consultants and the master. We recommend that you go through training with your future employees in order to be able to train new employees yourself.

Summing up

The domestic optics market is not yet filled, so the sale of glasses and accessories is considered a promising business. Before you open your optics store, research the potential consumer audience - this will help you choose the right trading format.

If you overcome all the initial obstacles and understand the intricacies, you will become the owner of a highly profitable stable business, in which “newbies” rarely come.

There is no need to cite statistics to understand that the situation with the vision of the population in Russia is not in the best way. A large number of people on the streets are by no means wearing sunglasses, in offices half of the employees use glasses, lenses for work, about three million school graduates have poor eyesight. As of the end of 2013, a quarter of the country's population has vision problems, which means that the glasses trade will only increase momentum.

For 20 years, the “tray” trade in glasses has flourished, where Chinese consumer goods are sold. Cheap prices (150 - 500 rubles) attract the low-income population, which is not chasing appearance, but is satisfied with low quality. Unassuming appearance, but low price - such products consistently attract pensioners. Bright colors and unusual shapes of sunglasses - a magnet for children and teenagers who absolutely do not care about the quality of funny "peepholes" bought with pocket money. Many shops selling frames and sunglasses grew out of such a lotus trade.

To open a store with an area of ​​3 x 3 sq. meter will require a starting capital of about 100 thousand rubles, the basis of the assortment will be the same inexpensive "China", today it is most popular with budget consumers, but better and more expensive products need to be introduced. In price terms, the assortment should be formed from 200 rubles to 3 thousand per piece. It is desirable if at the start you will have at least 500 pairs of glasses and frames.

The location should be with good traffic, it is either at the entrance to the shopping center, or a store in a busy underground passage, or a shopping pavilion in the clothing market. A lively place of trade will make it possible to recoup the increased rent (as a rule, the cost of a meter in these places is usually from 1 thousand rubles). Diversify the assortment with colored lenses and related products, such as cases, cases for glasses, accessories in the form of chains, laces. You do not need special permits to trade non-correctional glasses. With proper business management, investments pay off in one season (3-4 months).

Optics salon

A feature of this kind of trade: all points must have the status medical institution, be located either at pharmacies, or have their own area in large shopping centers. It will be necessary to obtain a pharmaceutical and medical license to dispense prescription glasses, take orders for manufacturing and be able to have your own workshop. Accordingly, staff should special education. Despite the tendency of Russians to change their glasses no more than once every three years, the situation is slowly changing, and the fashion for stylish high-quality frames is growing not only among the youth.

The number of optics salons is increasing year by year, although there are practically no random people here, mainly former doctors, or lens makers, those who have studied the market well. The successful location of the salon is the key to a quick payback.

The promotion of a small store will require about 1.5 million rubles to purchase equipment, shop windows, pay rent and train staff. The assortment is also more extensive and of high quality and should represent all price categories from budget Korean and Chinese to expensive Italian frames. The average cost of a check of such stores is about $100. And the profitability is over 20%.

You can not do without such a group of goods as contact lenses. The main thing here is to choose a supplier with a good reputation and all the necessary licenses. One trade in lenses can give a profit of 100 thousand rubles a month to your store, because the main buyers of lenses are young people who want to look different every time, and lenses provide an excellent opportunity for frequent shift image.

Good spectacle maker great luck for your business, because no matter how attractive the salon is, unsuccessful work will nullify all efforts. With a full cycle and competent business management, one salon is able to generate a profit of about 300-400 thousand rubles per month. Many salons, especially in small towns, initially enter into contracts with a “free master” who serves several opticians at once, this is an opportunity to save a lot on special equipment.

Single branded optical stores occupy a significant segment of the market - about a third of all sales of frames and finished glasses are accounted for by them. But they are gradually being replaced by network salons. Wanting to immediately gain a foothold in the market, businessmen simultaneously open several shops with diagnostics, and a common workshop in a peripheral room (to reduce rent).

Franchise

It is even more cost-effective to open a salon by purchasing a franchise. In cities with a population of 30-50 thousand people. finding a suitable location and buying ready business you will avoid many complications. And you will get - constant and frequent replenishment and updating of the assortment, a high percentage of branded exclusive models (up to 90%), the ability to perform custom-made work of any complexity in a centralized workshop and much more.

A good franchise can be purchased from 1.5 million rubles, thus you will receive a turnkey business solved in corporate identity with professional support at the time of the start, and possibly for the entire life of the project.

In chain stores, according to statistics, the fastest payback and average monthly profit (about 500 thousand rubles), the retail mark-up reaches 300%, competitiveness is high due to trade in branded products, designed in a single conceptual style, and many well-known brands. So there are companies that provide a franchise on very favorable terms without royalties and a lump-sum fee, with training and education of personnel, with free software advertising, development of a personal marketing plan and professional support at all stages of your salon development. In this regard, I can recommend the icraft franchise, which has opened more than 300 stores and has a good reputation in the franchise market.

Video - a hit about glasses

A couple of decades ago, young people with glasses evoked ridicule and sympathy. Today the situation has changed dramatically. Glasses have become not only a device for improving vision, but also an element of style. Tastefully selected frames, colored lenses create their own, unique image, and not necessarily the image of a “nerd”. Much more often, it is thanks to the glasses that a person looks presentable and businesslike.

And experts refer to the optical business as “eternal” industries. Therefore, we can safely say that the opening of an optics salon is a promising undertaking and profitable business who are not afraid of crises.

Overview of the optics market

The work of a modern optics salon takes place in two directions: the sale of corrective optics and vision diagnostics, followed by individual production of glasses.

Shops selling optics can be divided into three types:

— trays with inexpensive finished products usually made in China. The advantage of such points is the cheapness and availability of goods. average price points does not exceed 300-500 rubles. They are very popular among the poor. Sales volumes of such trays reach 65% of all corrective and sun protection optics. Income varies between 2-3 thousand dollars per month. Many of them became the first step in the development of a large optical business. But quite often there are situations when the total monthly income does not allow to recoup the costs. Because, despite the cheapness, the consumer has become more picky and has begun to treat his health more carefully, and the quality of products from natural outlets is usually not high.

— optical shops as medical institutions . Such points of sale are usually tied to pharmacies, shopping centers, and can be located as separate pavilions. Differ high level service, because implementation is carried out by people with specialized medical education. Typically, such a store has an ophthalmologist on staff who can provide advice and select right glasses. The range of goods is quite wide, focused on various consumer audiences: from inexpensive Korean-made glasses to expensive elite Italian models. In some stores there are workshops for making glasses to order.

Usually, large optical salons open several stores with diagnostic rooms, where consultations and orders are taken. At the same time, the production of glasses itself is taken out to remote areas of the city or beyond its limits, in order to reduce rental costs. The monthly profitability of salons of this class is quite stable and reaches the level of 4-6 thousand dollars. But in order to be called a brand salon, they lack an idea, uniqueness, attachment to one well-known manufacturer.

— brand salons , as a rule, are distinguished by high-quality and expensive goods. Many of them have a network of stores in different regions. Glasses can cost up to $1,500. Deliveries are organized directly from abroad or through official distributors. The profitability of the largest optical networks is in the range of 10-15 thousand dollars per month.

VIP-class salons have their own sales concept and take into account the latest fashion trends. They certainly have in their assortment luxury goods and, of course, branded models of famous trademarks. Such models of glasses were made using modern technologies production and expensive materials for frames, in some cases - and valuable metals. The category of citizens who can afford to buy optics in such salons is not large. Therefore, many networks focus their assortment on buyers with an average income.

As for the forecasts for the development of the optical business, they are quite optimistic. The profitability of salons is confidently holding on to positions of 15-20%. Oversaturation of the market is not expected, because, according to statistics, every person who has reached the age of 40 has vision problems. And that line is getting lower and lower.

The younger generation prefers not to save on their health, but mostly purchase contact lenses. The level of sales of lenses, in relation to the sale of glasses, is in proportion as 2:3. And, quite possibly, this figure will grow. In addition, the attitude of Russians to the way of life is changing. People want to spend money on quality products purchased in specialized stores. And this provides an annual increase in buyers up to 20%. Therefore, the optics market remains quite attractive for investment.

Premises selection

Depending on the services provided, the area of ​​\u200b\u200bthe premises is also selected. For a trading floor, 40-50 sq.m. is enough. Optics is a specific product. Even small areas allow you to place a wide range of products. In addition, as a rule, there is no need for storage areas. If the salon will be engaged in diagnostics and self-manufacturing points, then the total area should be at least 80-100 sq.m.

The location of the salon plays an important role in generating profits. Therefore, it is desirable to equip the store in a crowded place, with good access roads and an equipped parking lot. The interior should be appropriate - stylish, harmonious and not flashy. Artfully selected design should bring aesthetic pleasure and the desire to return here again. You may need the services of a designer and project development.

Legal aspect of activity

Optics related business refers to medical activities. Therefore, in order to create it, in addition to legal registration, it is necessary to obtain a license for medical and pharmaceutical activities. Documents are issued by the Ministry of Health and the Federal Service for Surveillance in the Sphere of Health and social development. Necessary conditions to obtain a license are:

- the presence of a person responsible for the implementation of activities;
- presence and ownership legal grounds premises and equipment;
— Availability of personnel with appropriate education.

The premises will also be subject to increased requirements from the regulatory services - Rospotrebnadzor, fire control, SES.

The terms of issuing and coordinating documents can be delayed for several months. And the cost of paperwork will be about 5 thousand dollars.

Diagnostic room equipment

In accordance with SNiP for medical institutions, the area medical office must be at least 18 sq.m. and must be equipped with a sink. Sanitary standards provide for compliance with the requirements for interior decoration, ensuring optimal conditions on the microclimate of the premises. Natural lighting must be provided in the office.

The cost of equipment for a diagnostic room will cost about 15-20 thousand dollars. Moreover, the purchase of used equipment is not acceptable, because. upon registration legal documents metrological examination is required. And the risk of failure of these tests increases with the terms of use of the examined devices.

The necessary set of diagnostic equipment includes:

– autokeratorefractometer – a device for measuring refraction and corneal surface parameters – price from $6500;

- dioptrimeter - a device for measuring diopter and selecting optical glasses - price from $ 1500;

- ophthalmoscope - a device for examining the fundus - the price is from $ 1500;

- slit lamp - an apparatus for microscopic analysis of the eye - price from $ 2500;

- pupillometer - a device for determining interpupillary distance - price from $ 200;

– a projector of signs – a device for determining the acuity and nature of vision – the price is from $ 2000;

– a set of trial lenses is used for examination of visual deviations and selection of corrective optics by trial method – the price is from $600.

It is also necessary to equip the medical office with the necessary furniture and the workplace of the ophthalmologist.

Glasses workshop

Usually, optics stores, in addition to selling, provide the following types services:

– production of glasses, taking into account the selected frame;
— production and tinting of optical lenses;
– repair of frames and ultrasonic cleaning of glasses parts.

To perform these services, you will need the following equipment:

- a machine for turning lenses. It is designed to scan the parameters of the frame, centering and giving the desired geometric shape to the lens. And also for polishing the end of the lenses - the price is from $ 2200;

- manual machine for final processing of lenses. With its help, the grinding of the lens for a specific frame is completed - the price is from $ 220;

- dioptrimeter, necessary for marking the diopter in the optical center of the lens and restoring the necessary center distance with glasses - price from $ 520;

- a heating hair dryer, softens the plastic frame, for the subsequent installation of the finished lens - the price is from $ 130;

– apparatus for ultrasonic cleaning of small parts of frames and hard-to-reach areas of glasses – price from $1300;

- a manual woodman is used to cut a groove in the end of the lens, intended for subsequent installation in forest (semi-rimmed) frames - the price is from $ 230;

- a drilling machine, necessary for drilling holes in lenses, in the manufacture of glasses with screw fasteners - the price is from $ 210 ;.

- welding machine, designed for repair and soldering of frames - price from $ 10,000;

- a set of hand tools - the price is from $ 100.

With such equipment, an experienced master optician will spend no more than 1-2 hours to complete the task. For an optics salon with an impeccable reputation, this is a good indicator. Therefore, in order not to lose customers, it is not worth extending the order execution time.

But the order assumes that ready-made frames are already available. However, most firms are expanding their capabilities and are engaged in the manufacture of frames on their own. In terms of profitability, the production of glasses with initial stages occupies a leading position among small and medium-sized businesses. Moreover, the frames can be not only for glasses that correct vision, but also for sun protection.

The cost of a complete line for the production of frames will be 25-50 thousand dollars. In many ways, the price of equipment is influenced by the manufacturer. The cheapest will be Chinese machines, more expensive - German and Swiss. To service the production workshop, you will need a link of 3-4 people. And the productivity will be from 1000 to 2500 products per shift.

Formation of the assortment and selection of personnel

The cost of buying goods will cost from 25 to 50 thousand dollars. The wider the choice, the more productive the work of the salon will be. Therefore, the assortment should include at least 500 types of frames, 10-15 types of contact and spectacle lenses and at least 80 diopters of each separate species as well as sunglasses and accessories. Contact lens care products must include at least 10 items.

Recruitment of qualified personnel can be the most difficult task when organizing a spectacle business. In particular, this applies to experienced master opticians. The shortage of this profession has long been outlined in the labor market. And each salon in its own way comes out of these situations. Some poach specialists from competitors, others recruit graduates from universities and colleges. One of the solutions to the problem is self-training. The training of a master optician, with his subsequent employment, will cost about $ 320. Also, the mandatory staff should include an optician consultant, an ophthalmologist, a manager, an administrator.

The total initial investment will be at least $100,000. The payback period for optics salons depends on the number of services provided. On average, this figure is 1.5-2 years.

Without a doubt, one of the most profitable businesses is considered a business that sells various medical preparations. This also applies to contact lenses: according to statistics, more than a quarter of the population in Russia have vision problems. This means that having a business in which lenses and glasses are traded is very profitable and profitable, because this product is a product of mass and, most importantly, daily consumption.

Like any other business idea, business plan for selling lenses and glasses is divided into several segments depending on what level of income of your potential buyer you expect.

If you want to open a business and make money selling cheap goods, then you should start your business by buying cheap frames made in China. Such frames are very popular among schoolchildren and students, as well as among pensioners. Their cost, as a rule, does not exceed 500 rubles. Preferably in stock at the time of opening outlet you had at least 400-600 pieces of goods, otherwise, you will not be able to meet customer requirements if you suddenly run out of necessary or popular frames.

In addition to the purchase of goods, the business plan should include the rental of premises. A small room of about 3x3 will be enough, the monthly cost will be about 100,000 rubles.

Remember that one of the key rules when opening a retail outlet is not its size or cost of rent, but its location. That is why it is so important in a business idea to consider how busy the place where you plan to open a business is. For sale this kind goods, a shopping crossing, a small tent in a passable shopping center, or a room in a residential building near the metro are suitable.

Also, do not forget about related products that should be present in your assortment:

Contact lenses.
Solutions.
Multicolored contact lenses.
Sunglasses.
Eye drops.
Cases for glasses.
Various accessories (eg chains).

If you did everything right, then your business will pay off in three to four months.

You should consider the following features of this business idea: this kind of optics salons and other retail outlets are required to have the status of a medical institution. In this regard, the location of your salon should be in a large shopping center, or at any pharmacy. Thus, all employees providing services in your salon are required to have higher education(pharmaceutical or medical). Among other things, you will have to deal with obtaining a license for the manufacture of frames. Don't forget that good specialist in this area is also able to bring you a pretty good profit, because, no matter how wide your assortment is, non-professionals in their field and poor-quality work can take you a large number of clients.

Successful sale of contact lenses and other "eye" devices, first of all, due to the growing need for the purchase of such goods, and secondly, a good competent location of your outlet. In this case, you will quickly reach payback.

In order to as soon as possible "untwist" store, you will need about one and a half million rubles: this amount is enough to rent a room, purchase goods, equip the room and pay salaries to staff. The profitability of optics stores is about 20 percent - as you can see, the sale of contact lenses and other related products is really quite a profitable business.

It is also worth remembering that for both buyers, as well as the average check, the store should present a diverse range of goods, ranging from budget to lux class models.

Of course, one of the most profitable products are contact lenses. According to some estimates, the sale of contact lenses can bring an average optics salon about a hundred thousand rubles a month - this is due not only to poor eyesight among the population, but also with the fact that the existing colored contact lenses enable young people and girls to periodically change their image.

If you were able to competently approach the opening of your business in this area, then the average monthly profit will be approximately 350,000 rubles.

It should be noted that at this stage in the market single optics salons account for about a third of all sales in this segment. However, some "networkers" are still catching up with them.

Large chain optical stores offer a franchise of contact lenses and related products. Such a turnkey business will cost an average of one and a half million rubles: you will receive not only a ready-made business plan, but also premises, a full range of products, trained staff and a marketing idea.

According to statistics, it is the network business that sells contact lenses, glasses, frames, and other things that quickly returns to payback due to:

brand awareness
Margins on goods, which sometimes reach up to 300%
Good location of outlets

The decision to open a point for the sale of contact lenses is up to you, but the main thing to remember is that a business should not only bring income, but also bring joy and pleasure.