We often talk about women whom motherhood inspired for completely new projects. We talked with furniture moms, shoe moms, mother-architects and entrepreneurs, and today we decided to talk about another wonderful mom - the creator of the brand of children's clothing for sleep Polkadots.

When   did you first have the idea of \u200b\u200bcreating your own business?

I can’t precisely answer this question, probably this thought has always been with me! In my head all the time there are a lot of ideas and projects that I would dream to implement. Already at the age of 20, I had a small online store selling handmade Teddy collection bears.

Who are you by education?

Manager. I graduated from the Higher School of Management of St. Petersburg State University with a degree in International Management. She developed a career in marketing.

And why did you decide to do just pajamas?

I have long wanted to buy my daughters beautiful pajamas “like adults”, but I could not find what I needed, but I found an interesting idea for business and decided to try to implement it.

How much time has passed from the appearance of an idea to its implementation?

A little less than a year

And what turned out to be the most difficult in her?

From the very beginning, I made the decision that the product that we create should be impeccable in terms of quality. We are talking about children, their delicate skin, the most important part of the day from the point of view of health - sleep. So the most difficult was to find a supplier of fabrics and directly the production itself - making pajamas.

It turned out that the Russian market offers a very limited selection of quality fabrics made in Europe. But China and Turkey are a dime a dozen. In the end, we managed to find what was required. We sew pajamas from fabrics made in Germany, Holland and Italy.

The same with the quality of tailoring. I tested one production after another and my hands fell. I received products with curved seams, sticking out threads, I was perplexed in the eyes of technologists when I explained why seams should be closed (closed seams are a special sewing technology that gives smooth seams inside the product). As a result, we also solved this problem, but it took a lot more time than planned.

Do you participate in the process of creating pajamas from and to or delegate some part?

I participate in the process from and to, because Pokadots is my third child, and I am a “crazy” mother (laughs). I totally control everything. Of course, the shop pajamas makes the shop sewn, the content for social networks is created by a team of SMM managers, the designer does his job, but I am 100% aware of all the details.

No, the main sales go through our online store. Of course, we actively use our Instagram and other social networks to promote, but our customers prefer to place an order through polkadots.ru.

Girls Pajamas Polkadots

Do your relatives help you in business? Do children participate in the filming? Give advice?

Of course! To begin with, the name Polkadots is inspired by the name of my eldest daughter, Polina. In general, we have a very friendly family and I often turn to them for advice and help.

The very first models were my children. The patterns of our pajamas were worked out on them, because before putting them into production, it was necessary to achieve an optimal fit, comfortable socks, but in order to do this, the pajamas looked beautiful. My oldest daughter has an amazing sense of color, so I often ask her opinions when choosing fabrics for the next collection. The way the fabric will behave during use also undergoes testing on my children to see if their knees are shed or stretched.

How old are your children?

My daughters are 4 years old and 9 years old.

How do you manage to combine business and motherhood?

Own business initially “won” the employment precisely because it allowed combining business activity and motherhood. I worked for 10 years in the marketing department of a western commercial bank and realized that if I continue, my children will know me only from photographs. I could not afford to spend 3-4 hours a day on traffic jams and at least 8 hours a day on office. Family is in the first place for me.

It seems to me that own business and motherhood are the perfect combination. I am my own boss, I choose the best time for working moments and for time with children. It is worth adding that we have a nanny, without her help I could not have done it.

How do you build your daily schedule?

First of all, I try to solve all working moments on weekdays. Weekends - for the family. While the eldest daughter at school, and the youngest with the nanny, I plan the most laborious moments so that no one distracts. This includes business meetings. Time after 16 hours is the most fussy for me, as children start circles and sections. They need to pick up, take, wait, change clothes, give something to eat, etc. Many mothers will understand me, it is very exhausting. In addition, I am still “at work”, often having to turn into that very octopus (laughs).

Pangs of conscience that you give away “childhood” time to work?

No, because for a long time I understood for myself the main thing: to be the best mother in the world, I need to be not only a mother. My work brings me great satisfaction, I am proud of what I have created.

Are you still working on vacation or is there a rule not to get on the phone?

I continue to work. Thank God we live in the 21st century and it is possible to resolve issues from anywhere and to be in touch all the time. This allows you to evenly distribute the workload and not create rumors.

Give advice to mothers who plan to create their own business. Where to begin? How to build a workflow? How to find your own production? What should you be prepared for right away?

You need to start with a deep analysis of all the components of a future project. Make a business plan, without it, nowhere.

Examine the question thoroughly. Conditionally, work as a waiter before opening a restaurant. Try to go through the whole process of creating your future product from and to.

You need to be prepared for the fact that at first everything will not go exactly as you planned. The main criterion for the correctness of your choice will be, albeit small, but success after the first months of hard work.

Would you like the children to continue your business?

Yes, I would really like that. Moreover, I have two daughters, God himself ordered them to continue to develop what I started.

How seriously do you take this project - is it a matter of your life or one of the stages on the creative path?

The work of life is probably said loudly. Favorite business - a more accurate definition. I hope it will grow and develop, and I will grow and develop with it. Own business is an excellent school, because every day you are faced with a variety of tasks!

If you didn’t sew pajamas, what would you do? Any other ideas?

I have new ideas every day! After all, according to the horoscope, I are twins, and even a lefty. The right brain, which is responsible for the imagination, clearly dominates. I’m writing down the most interesting ideas, but until the children have grown up, I doubt that I will decide on another project.

One of the most popular areas in small business is the clothing trade. But many aspiring entrepreneurs cannot imagine how to open and develop their business in this area. The format of the point is not so important, whether it is a boutique, a store for women, children’s or workwear, a show room. Problems and production nuances will be the same.

Since the nineties, the business has undergone significant changes. Earlier, shuttles brought clothes to Russia and sold them in special markets. Today, people buy clothes in specialized stores or malls. Individual entrepreneurs no longer carry products, but purchase them at factories or from suppliers.

Choosing a point format is an integral part of starting a business. Today there are more than enough of them. Most popular store options:

• Second-hand.
• Stock.
• Multi-brand.
• Monobrand.
• Leading franchise trading.
• Boutique.

Second hand

In such an institution, clothes that were previously used by someone are sold. In Europe and other countries there are companies that buy clothes from the population for little money. Then employees sort things and send them to stores.

The main criterion for clothing falling into second-hand is the degree of wear. The price for which the product will be sold will depend on this.

Markup in such stores may be at around 200-250 percent. To open a large start-up capital is not required. The organization of such a business is relatively simple, while the demand for such institutions among the population is quite high.

Stock

Stock stores specialize in things that were not sold out in previous seasons. Also in them you can find branded clothing, which was in excess.

Markup at similar points usually does not exceed 90-100 percenttherefore, it is there that you can buy quality things at low prices.

Multi-brand

Multi-brand establishments are aimed at middle and high class customers. They feature products from leading designers. In such a store they sell clothes of several brands, thereby providing customers with a wide selection.

When opening, you need to consider that there will be many competitors. When organizing the trading process, you need to hire qualified sellers, as well as pay special attention to merchandising.

Monobrand

Here, as a rule, only one brand is represented. Such establishments are aimed at middle and high class customers. Buyers usually fall into a narrow circle of outlet customers. The store makes high demands on staff, as long-term relationships are necessary with customers.

By franchise

A store opened in this way can be both a profitable project and a failure. On the one hand, trading through a franchise has the advantages of a popular advertised brand, help and support of the franchisor. On the other hand, it can become a disadvantageous business, as purchases and monthly deductions can be expensive.

To open such a business, you need to have start-up capital. In addition, you need to carefully follow the instructions from higher people. The essence is quite simple: you have the capital, you are offered to conduct business using a promoted brand. Your task is to share the profit between the franchisor and yourself.

Usually it is necessary to make some down payment, the value of which varies greatly among different companies. Next, you must pay monthly payments of total sales. Also, some franchises may charge advertising fees.

Boutique

The boutique is a small store, within 15-20 square meters. They mainly sell clothes of expensive brands.

The target audience is customers with medium and high income levels. Opening such an institution will be quite expensive, so you need to look for an individual approach to almost every client. In this case, only qualified sellers should be employed.

Directions of the institution

Also, shops can be divided into several areas:

• Men's clothing.
• Feminine.
• Children’s.

Based on market analysis, we can confidently say that most profitable to open a women's clothing store, as women pay special attention to their wardrobe.

Step-by-step instructions for organizing such a business are presented in the following video:

Company registration

To trade in clothing, you must (IP) or (LLC). To open a small store in a small or medium city, registration as an individual entrepreneur is better suited. This will allow the businessman to save on paying taxes and other obligations.

You also need to purchase a cash register and register it. It is best to do this after you have rented a retail space.

Point location selection

The flow of customers and, consequently, income will depend on the location of your store. To choose the best place, you can ask your friends where they prefer to buy things. You can also arrange a survey on social networks and determine where people like to go shopping the most.

There are several location options:

• Shopping and entertainment centers.
• Freestanding store.

If the store is located in a shopping center, then it has some advantages:

• The mall has a large flow of customers.
• The rent for the retail space is not so high.

The disadvantage may be that the best places in the shopping center are already taken. Renting other places can be a disadvantageous decision, since the profit depends on the location of the point. You should not rent a place that is located on the top floors, as there can be very few buyers.

It is advisable to open a stand-alone institution only in the place where it will intersect with a large flow of customers. For example, you should not open a clothing store for young people in a residential area of \u200b\u200bthe city.

The advantage of a stand-alone point is that it is owned by the owner, and he is responsible for it.

Consider each option individually:

• Second-hand is best opened as a separate store with a small area.
• The stock option will also work perfectly as a separate room.
• It is desirable to place a multi-brand in a shopping center, preferably on the 1st or 2nd floors.
• Mono-brand, as well as multi-brand, can be opened in the shopping center on 1 or 2 floors. You can also arrange as a stand-alone institution.
• The franchisor who will analyze the market and potential competitors will decide on the location of the franchise selling clothes.
• The boutique needs to be opened as a separate store. In this case, it is necessary to take care of its presentable appearance.

Necessary equipment

Before opening an institution, you should take care of buying the necessary equipment.

For a clothing store, you must buy:

• mannequins on which the displayed products will be hung;
• shop windows and shelves;
• changing rooms, hangers;
• cash machine;
• special scanners for credit cards.

Supplier search

After you have chosen the direction of the institution, registered a company, rented a room, bought equipment, you need to find suppliers. The supplier, first of all, must timely deliver high-quality goods that can satisfy the tastes of visitors.

Find suppliers is not difficult. Factories may become suppliers from Europe, America, China, as well as Russia. The main problem may be the search for original products that will set you apart from competing stores.

Note! To find an interesting product for your institution, you can attend special clothing exhibitions, fashion shows.

If you want to work with a specific brand, you must contact the supplier company for delivery. You can find contacts of such companies on the Internet or contact friends who are engaged in the same business and work with this brand.

Staff

Naturally, you will need to hire professional sales consultants. These employees will determine how often shoppers will purchase items from your store. Revenue, in turn, will depend on this.

A qualified specialist should have a presentable appearance, be confident in understanding the product, be able to find an individual approach to each client.

Point revenue depends on about 70 percent of the actions of sellers, so it is important to select good specialists who already have experience in sales.

Place advertisements for hiring staff in newspapers, on television and radio. You can also give information on the Internet or use the services of recruitment agencies.

In addition to sellers, you need to hire accountant, cleaners, administrator, security guards.

Do not forget that employees need to be constantly motivated. This will increase the quality of their work and productivity. It is necessary to conduct certification activities once a year.

Also, do not forget that sellers will have to be trained if someone does not have the necessary work experience.

Costs, sources of financing

Costs will look something like this:

• Registration of an individual entrepreneur - 2,000 rubles.
• Obtaining permits - 10,000 rubles.
• Rent - 30 000 rubles.
• Design and decoration - 100 000 rubles.
• Purchase of goods - from 200 000 rubles.
• Advertising - from 20,000 rubles.
• Pay to employees - 180,000 rubles.
• Equipment - from 70,000 rubles.

Possible sources of financing:

• Small business development loan.
• Private investor.
• Own or borrowed capital.

Advertising

You can advertise the point using television, radio, social networks. On the first day of sales, you can give special cards to regular customers who will give a discount on goods.

On the first day, you can also arrange a competition with a draw of various prizes. Do not forget about gifts for visitors on holidays.

Possible profit

On average, a clothing store can pay off in 1-2 years. If the business organization was correctly built, the products correspond to the quality, an acceptable pricing policy is developed, then you can reach the forecasted revenue in six months.

Remember that opening such an institution, you must constantly update the range of products to maintain constant demand for your product.

Women's clothing is always in demand. All the representatives of the fair half want to look stunning, so they often update their wardrobe. With this natural desire of women to be seductive, you can make good money if you open a women's clothing store from scratch. But in theory, a simple idea in practice puzzles the question: “Where to start?”.

Stages of creating your own business

You should not assume: "I am the only one so smart, so the boutique will immediately begin to bring good profits." It must be remembered that if a women's clothing store is a profitable type of business, a newcomer will have to face a high level of competition. But this is not an obstacle in order to open your business from scratch and make it successful, ahead of competitors. Why is it necessary:

1. Make an analysis of the market within the city, town, district where the opening of a boutique of women's things is planned.
2. Based on the analysis, form an assortment (this must be done before opening the store).
3. Create a cost estimate, including an advertising campaign.
4. Find staff, premises, buy equipment.
5. Paperwork, open IP.

Now you need to consider each of the steps in more detail.

Qualitative analysis - 50% success

To the question: “Where to start a business?” An adequate answer would be: “From market analysis”. This is especially true if the business sector provides for a high level of competition, which will be the main feature of the women's clothing sales segment. Open a store quickly without preparation - doom yourself for losses. Opening a business is a serious step requiring maximum concentration, concentration, rationality.

The analysis should begin by determining the number, at least approximate, of the outlets that trade in women's clothing. It is best to go through them yourself and get acquainted with the assortment and pricing policy. It is necessary to control and monitor the opening of new women's clothing stores. Take on the creative tricks of future competitors. Please note that it is necessary to remove price tags and display cases with extreme caution, otherwise problems may arise with personnel and security.

Actually, a deep analysis of the assortment will help to attract women and girls and make them regular customers. Here, everything is extremely simple - clothes that are not or few in other stores will be in demand.

Attention!The deeper the analysis, the higher its effectiveness. This is painstaking work, which subsequently will give a good result with a serious approach.

Many women's clothing stores, especially large ones, try to create a universal assortment for all age categories. Result - the presented clothes are of little interest to customers. The reason is that with a general impressive selection, individual segments contain extremely few models. Bet must be placed on diversity within a relatively narrow specialization, for example, to open a large clothing boutique.

You may also consider second hand opening. This type of business is no less profitable with the right approach.

Assortment formation - pitfalls

Before you open a store of women's things, you should decide on the assortment. But what if all the niches are already occupied by competitors and the new clothing collections are relevant only for the first week or two? Do not despair, panic and do absurd actions:

• try to order everything at once;
• try to stand out from the total mass of stores by ordering expensive, extravagant models that will narrow the female consumer audience as much as possible;
• work on a template.

Attention!To open a women's clothing store from scratch and promote it, you need to look for your individual work style. Everything is important here: knowledge of the laws of the market, psychology, ingenuity, ingenuity.

No less important will be the knowledge of pitfalls. One of these is youth-oriented clothing, mainly styles: sport, street, underground. The problem is that the youth audience is not so numerous, much more middle-aged customers. In addition, it should be remembered that Internet commerce is actively developing and a certain part of the youth audience prefers to purchase clothes through the network, which reduces the purchasing potential of the audience. Therefore, the boutique is losing customers already in the theoretical calculation. That is why opening a store of women's things requires in-depth analysis.

A clothing store is suitable for those who are versed in fashion trends, strive for financial independence, and follow all the fashionable news.

If you want to make this your business, you should take the advice of professionals. The clothing market is very large   and at the beginning of this business, you need to choose the segment that is most suitable for you.

Read also:

What you need to open a clothing store

The area of \u200b\u200bthe room and its cost depends on the clothes that you choose for sale. Simple clothes don’t need a large area, and there will be less investment, unlike haute couture clothes, etc. Therefore, you need to weigh everything well and keep within the amount that you would like to invest in the store business.

Product purchase

To buy a good and high-quality product, you need to find worthy suppliers. Understand prices carefully, read the terms of delivery and if everything suits you, feel free to enter into an agreement.

In a good case, you will need several suppliers, and then when trading in goods, you can easily find out what clothes are bought better.

Premises for rent

A very important step in opening a clothing store from scratch will be the choice of the location of your store. If you choose inexpensive and simple clothes, then your store should be located in squares and in very busy places.

Renting will be expensive, but you can do it   quickly pay back. When selling more expensive clothes, you will have to focus on regular customers.

In this case, the store may be located both on busy streets and in places that are not particularly visited. Count the money so that you can repair the premises and buy the appropriate equipment.

Necessary devices and room decoration

The attendance of the store in most cases depends on its design and comfort, so this should take a lot of time. To pay attention store lighting, fitting room, they must be equipped with comfortable and large mirrors. Pay particular attention to shop window, it is she who is able to attract potential buyers.

Read also:

Staff

The store staff should have charm, sociability, he should easily be able to advise the right product, this will contribute to the development of your business. In a large store you will need a director, accountant and several salespeople.

Store development

For further development and expansion, you can not do without advertising: you will need a sign, stand and advertising sales. For customer acquisition   You can put videos on television, place an advertisement for your store in the media.

Problems

The main problems in the store business can be considered:

1. Fashion, which changes every month and therefore changes, and the demand for clothes.
  2. Excess goods.
  3. The fall in demand.

Sample business investments:

• The franchise is 50,000 dollars.
• Rent - $ 2,000 per month.
• Equipment - 4,000 dollars.
• Repair - 5,000 dollars.
• Advertising is $ 2,000.
• The purchase of goods is 12,000 dollars.
• Salary - $ 2,000 per month.

And in total - about $ 100,000. One hundred thousand dollars.

If everything is properly planned, then the payback will not be long in coming.