What you need to open a dumpling shop. What documents are needed? What staff will need to be hired

The dumpling business in our country is considered very profitable. Shops for the production of such products are paid off literally in a year. After all, dumplings and dumplings are actually very popular goods and more than in demand on the market. However, such a business will be profitable, of course, only if it is properly organized.

How to open a workshop: main steps

The production of dumplings as a business usually begins with a choice suitable premises. It must meet certain requirements and be divided into several zones. In one of the halls, it will be necessary to install the actual equipment for the production of dumplings. The other should be taken under the warehouse of ingredients and It is also desirable that in the rented or purchased premises there is a place for changing clothes for workers and accounting (or a technologist's office).

Next, you can proceed to the choice of equipment. The workshop for the production of dumplings is usually equipped as standard. The nuances in the selection of equipment depend mainly only on the features of production: hand molding or automatic. In the latter case, it is best to purchase a ready-made complex line right away.

After the equipment is purchased and installed, you can proceed to:

business registration,

formula development,

You will also have to invite SES workers to the dumplings production workshop and obtain permission for this type of activity. Of course, attention should also be paid to the question of where the raw materials will be supplied from, as well as to find sales markets.

Where to get meat and other products

Raw materials for the preparation of dumplings and dumplings are usually purchased:

from Russian farmers;

from major suppliers of imported products.

In the first case, meat, potatoes, cottage cheese, etc. are usually cheaper. However, Russian farmers for the most part do not have the opportunity to deliver products. And even more so in remote areas. Therefore, you will have to find such suppliers in the immediate vicinity of locality where the plant is to be opened. And this, unfortunately, is not always possible.

Imported raw materials will cost more than domestic ones. But on the other hand, the list of services of its suppliers includes, among other things, delivery to the destination. Of course, for a fee. In addition, in order to avoid any problems later, such companies should check the availability of quality certificates for the products supplied.

What are the markets for

Of course, an entrepreneur who decides to open a dumpling shop can organize his own canteen or even a retail outlet. However, this will require additional costs. Therefore, novice businessmen usually implement finished products through small shops or large retail chains. Thus, it is possible to sell both “machine-made” and hand-made dumplings, the production of which often turns out to be even more profitable (they taste better).

The second implementation option, of course, is considered much more preferable. Through large network you can sell much more dumplings and dumplings. However, well-known trading companies often take bonuses of 20-25% for their sales services. Therefore, before concluding a contract with a large network, an entrepreneur will have to compare possible losses and profits. Sometimes it happens that the benefit from increased sales does not cover the cost of paying bonuses.

Equipment selection

What kind of premises is suitable for opening such a business as the production of dumplings, dumplings, etc., we found out. It should be organized at least two departments - actually for the production itself and for the warehouse. In the event that dumplings are molded by hand, you need to purchase:

flour sifter,

mixer,

automatic meat grinder

And a mince mixer (optional),

refrigerators,

tables, pallets, etc.

Complex conveyors

The pelmeni production line includes all the equipment listed above, plus an additional apparatus for sculpting pelmeni and dumplings, a conveyor and packing machine. The cost of such conveyors may depend on the configuration, performance and brand. Basically, it fluctuates between 10-15 thousand dollars. Separately, a device for making dumplings can be bought for 2,000 USD. e.

Of course, it is best to equip a dumplings production workshop with equipment manufactured by European manufacturers. However, even on much cheaper Chinese lines, very high-quality dumplings and dumplings can be made. Sometimes start-up entrepreneurs also purchase used equipment. The cost of such lines, of course, is much lower (depending on performance from 15 to 700 thousand rubles).

dough mixers

If an entrepreneur decides not to buy a ready-made line, but to assemble it himself from separate equipment, this machine is the first thing he needs to buy. Modern mixers can have different performance, design and cost. Of course, for the production of dumplings, you should buy a fairly powerful model designed for kneading tough dough. Very popular in the modern domestic market are, for example, devices of this type of brands SIGMA, MT-12 "Torgmash" and "Prima". The cost of such equipment can range from 50-200 thousand rubles. So, the MT-12 dough mixer, designed to produce 50 kg of dough per hour, costs about 60 thousand rubles. Such equipment can be just an ideal option for those who decide to open a mini-production of dumplings. For a larger business, more powerful equipment should be purchased. For example, the dough mixer "Prima-40" for 130-400 thousand rubles.

Automatic meat grinders

The cost of equipment of this type also depends on the performance and brand. The price of Chinese meat grinders, twisting about 160 kg of minced meat per hour, fluctuates, for example, in the region of 15-20 thousand rubles. Of course, you should purchase only equipment of this type, equipped with automatic device security.

Apparatus for the production of dumplings

Equipment of this type can also vary in performance and cost. The principle of operation of such machines is quite simple. Dough is fed into a special hopper, which then begins to move towards the exit in the form of a continuous “sausage”. Under the action of a special pump, this tube is filled with minced meat. Then a molding drum with shaped cutouts is rolled over the "sausage".

With a capacity of 60 pieces per minute, it costs about 50 thousand rubles. There is also more expensive equipment of this type, producing 50-158 kg / h. In general, the price of dumpling machines fluctuates around 50-150 thousand rubles.

Refrigerators for dumplings

For freezing finished products, you can use equipment of any kind. Refrigerators, chests, cabinets are very good for this purpose. Most often, the first option is used in the workshops for the production of dumplings and dumplings. Depending on the volume, industrial freezers can cost between 40-80 thousand rubles.

Business registration

So, a machine for the production of dumplings, a dough mixer, a refrigerator and other equipment have been purchased. Now you need to start the actual registration of the enterprise. You can make dumplings by registering either as an individual entrepreneur or as an LLC. The first option has the advantage that the owner of the shop does not have to keep virtually no documentation. taxes individual entrepreneurs pay under the simplified scheme. However, an LLC is, in a certain sense, an option that is still much more preferable. Such companies are considered more solid, and therefore, their owners have the opportunity to conclude serious and very profitable contracts for the sale of products.

You can officially register the production of dumplings as a business on your own. However, in this case, you will have to spend a lot of time and nerves. Most aspiring entrepreneurs choose to do things a little differently. They simply delegate this work to specialists. Today there are many companies involved in the registration of new firms. By the way, they often provide outsourcing services. An entrepreneur who decides to use them will not have to hire an accountant.

What staff will need to be hired

If dumplings are supposed to be sculpted by hand, then to organize a small workshop, you will need to invite at least two cooks and one loader. You will also need to hire a technologist. It is best if it is a person with experience. It is the responsibility of this specialist to monitor the quality of products. In our time, a novice entrepreneur will be able to occupy his niche in the market only if his dumplings and dumplings are tasty enough. After all, there is no shortage of such products on the shelves, as you know.

For a larger workshop, you will also need to hire a marketer and an accountant. The duties of the first include the search for markets and the purchase of raw materials. An accountant deals with accounting and taxes. And, of course, an entrepreneur must definitely hire a technician. Indeed, in the workshop for the production of dumplings, as well as other food products, it should always be clean.

Recipe development

The technology for the production of dumplings on the scale of a small workshop looks like this:

Raw materials are being prepared. Meat is thawed and washed, flour is sifted, etc.

Mix eggs and whey for dough.

Salt is added to the mass (sometimes other ingredients that improve the taste).

Minced meat is prepared and the dough is kneaded at the same time.

Dumplings are made.

Finished products are frozen in chambers.

Pelmeni are packed in polyethylene.

Dumplings are made in much the same way. The recipe for the products of the workshop of this specialization may be different. So, dumplings are made from mixed minced meat, beef, pork, chicken, lamb. The main thing is not to add soy to the filling. The buyer will quickly figure out a fake - they will simply stop buying dumplings under the company's brand.

As for dumplings, the product of this type traditionally enjoys the greatest popularity, of course, with potatoes (boiled or raw with the addition of bacon) and cottage cheese. Dumplings with mushroom filling are also sold out quite well. Very often, the dumplings production shop produces khinkali, manti and semi-finished cutlets.

How to run an advertising campaign

There are many ways to draw the attention of the consumer to your products. These can be, for example, advertising audio or video clips, ads in newspapers and magazines, beautiful booklets. Many entrepreneurs also order advertising on packages. This product is used by just a huge number of housewives, and therefore, your brand will definitely be noticed.

However, no matter how beautiful and expensive the advertisement is, it is, of course, possible to gain a good reputation among buyers only if high-quality and tasty dumplings are sold at a reasonable cost. Usually, the consumer immediately notes such products and recommends them to friends and relatives. So take your business seriously, and big profits are guaranteed to you.

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to open a dumpling shop for the implementation of a range of services in the field of Catering and frozen convenience foods in a city of over 1 million people.

For the implementation of the project, a room is rented in the central part of the city, in close proximity to office buildings. Pelmennaya is positioned as a healthy fast food made from environmentally friendly products. The maximum capacity of the cafe is 30 people, the total area is 110 m2.

Target audience - the population of the city aged 18 to 50 years. Price segment- average.

The main advantages of opening a dumpling shop: high and constant demand; not high level competition in the segment of dumplings; growing popularity of fast food products; the possibility of diversifying the business by combining the concept of a cafe and a manufacturer of frozen semi-finished products; fast payback. Difficulties that a business owner may face: registration of permits, activities of regulatory authorities, fierce competition in the industry.

The initial investment is 1,635,000 rubles. Investment costs are aimed at repairing the premises, interior filling of the institution, purchasing equipment, initial purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods. The main part of the required investments falls on the purchase of equipment - 49%. Own funds will be used to implement the project.

Financial calculations cover a three-year period of operation of the project, after this period it is expected to expand the business. Pure monthly profit of the project upon reaching the planned sales volumes will be 1,504,747 rubles. It is planned to reach the planned sales volume at the end of the first year of operation. In accordance with the calculations, the initial investment will pay off in the sixth month of operation. Return on sales in the first year of operation will be 27.8%.

Table 1. Key performance indicators of the project

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Currently, there is a tendency to reduce free time among residents of large Russian cities. This causes an increase in demand for finished products, represented on the market by frozen semi-finished products or the public catering market.

During the crisis, fast food establishments become especially popular, since they are more budgetary. In 2015, this segment of the public catering market was the only one that showed positive dynamics - its growth amounted to 5.2% in real terms.

Figure 1. Dynamics of the public catering market turnover in 2006 - 2016, billion rubles, % (data from Alfa-Bank and RBC)

Ready-made ideas for your business

Given the current trends in food culture in Russia, dumplings can be called one of the promising areas of business. First, dumplings are an integral part national cuisine which makes them a sought after product. Secondly, the demand for this product is stable and does not have pronounced seasonal fluctuations.

Pelmennaya is a catering establishment that is an alternative to modern fast food. Hot dumplings with various fillings, original serving, attractive atmosphere of the establishment and national flavor can compete with the familiar foreign fast food in the form of french fries and hamburgers. The main trends in the catering market - the concept healthy food, the use of local products and the theme of cuisine with an author's approach. All of these trends can be easily translated into dumplings.

To date, there are not so many eateries in the format of dumplings - they occupy less than 1% in the structure of catering establishments. The market niche is practically free and opens up prospects for business.

Figure 2 - The structure of the public catering market in the context of the concepts of the institution (data from RBC)

Table 2 shows the approximate number of dumplings operating in the largest cities of Russia as of the beginning of 2017.

Table 2 - The number of dumplings in the largest cities of Russia according to 2GIS

A distinctive feature of modern dumplings is the combination of a cafe and the production of semi-finished products in one institution. Most dumplings offer consumers to purchase their products in frozen form - as an alternative to convenience foods in supermarkets. This business strategy is more advantageous because it has been found that consumers prefer dumplings handmade- "home" cuisine, which is trusted more than products from supermarkets. The second plus of such dumplings is the presence of competitive advantages that allow you to stand out in the frozen food market, where there is a clear glut.

Ready-made ideas for your business

According to statistics, the demand for frozen products is growing. The trend was shaped by the growing employment of people and the search for a budgetary replacement for meat. According to experts, the market capacity of frozen semi-finished products is about 3.5 billion dollars or 1.25 million tons - the share of dumplings in the market is almost 50%. The growth in demand for frozen convenience foods is expected to continue due to the popularity of instant products and the expansion of the range of products offered.

Studies have shown that 73% of the urban population purchase dumplings at least once every 3 months, and the average per capita consumption over the past ten years has been about 4 kg per year. Thus, dumplings have been and remain a popular product.

To date, over 300 large manufacturers are represented in the dumpling markets of the ten largest cities in Russia and more than 500 trademarks are registered. At the same time, statistics do not take into account the many small companies operating in the regional market. As a result, for 10 thousand consumers there are 5 competitors of various brands.

The volume dynamics of the Russian frozen food market shows that in 2015 the market volume decreased significantly, but in 2016 it resumed growth. Despite the downward trend, dumplings remain leaders in the semi-finished products market. Therefore, a dumpling shop, which is a cafe with the opportunity to purchase branded products in the form of semi-finished products, is regarded as a promising line of business. Such establishments are located at the junction of two markets - catering and frozen food, given the main trends in catering.

Figure 3 - Dynamics of the volume of the Russian market of frozen semi-finished products

Benefits of the dumpling concept:

High demand;

Low production cost of 120-150 rubles/kg at a selling price of 500 rubles/kg;

Independence from imported raw materials;

Stable consumption of dumplings, regardless of the state of the economy;

- "national flavor" of the idea, the likelihood of support from the authorities;

Relatively inexpensive interior concept;

Relative simplicity of the organization of the technological process;

Business diversification by combining the cafe concept and the sale of frozen products own production;

The concept of home cooking, handmade, matching current trends public catering market;

Fast payback;

Low level of competition in this segment.

However, there are a number of features that complicate the conduct of dumpling business. Firstly, the need to obtain permits, regular inspections by regulatory authorities and stringent requirements for catering establishments. Secondly, high competition in the public catering market - in order to gain a foothold in the market and ensure a stable income, it is necessary to create a unique, high-quality product and develop competent product promotion.

Ready-made ideas for your business

Thus, the trend of popularization of fast food establishments, the growth in demand for fast food products and the advantages of the concept of dumplings allow us to talk about the investment attractiveness of such a business.

3. DESCRIPTION OF GOODS AND SERVICES

Pelmennaya is a public catering enterprise designed to organize the leisure of the population and specializes in the production and sale of food products: specialties - dumplings, custom-made dishes of simple preparation - salads, soups, confectionery as well as hot and cold drinks.

It is planned that the dumplings will provide the following types services:

1) preparation of dumplings and other assortment;

2) sale of frozen dumplings of own production by weight;

3) delivery of finished products.

Production is carried out in-house using only natural high-quality ingredients. Pelmeni products are positioned as " home kitchen”, so the use of semi-finished products and flavorings is excluded. The assortment of dumplings is divided into two groups - mono-product variations (dumplings) and offal (salads, first courses, drinks, desserts). A mono-product has the maximum added value, and by-products are designed to stimulate the volume of sales of a mono-product.

Approximate menu includes:

1) Dumplings with various fillings: beef + pork; hen; salmon fillets; with chicken liver; shrimps; cheese and greens.

2) Various additives and sauces are provided for dumplings: sour cream, cheese sauce, garlic sauce, mustard, adjika.

3) In addition to dumplings, it is planned to include dumplings in the menu: potatoes + mushrooms, cottage cheese, cabbage + potatoes, cherries.

4) Salads - vegetable, olivier.

5) Soup of the day - every day, from Monday to Friday, customers are offered: chicken noodles, kharcho, hodgepodge, cheese and mushroom soup, borscht.

6) The range of hot and cold drinks includes: hot - tea, coffee, cocoa, fruit drink; cold - juice, mineral and sparkling water.

7) Desserts - cheesecakes with syrup, pies with apple / cherry, succulents.

The assortment of dumplings is quite wide and can be updated over time in accordance with the taste preferences of consumers. It is recommended to expand the assortment of dumplings, since this product is the hallmark of the establishment. For example, you can offer guests fried dumplings(for their production, an addition to standard equipment is required), khinkali and manti, Chinese dumplings, gedza, ravioli, etc. The menu can provide 3 options for serving dumplings - 8,12,16 pieces and the opportunity to order "assorted" to try several types of dumplings. All these techniques will allow you to orient the menu for each visitor.

A good addition to the regular menu can be business lunches aimed at attracting working people who prefer budget lunches. The average check for business lunches is 200 rubles. A business lunch is recommended to include the soup of the day, half a portion of dumplings and a drink of your choice.

The average bill for 1 dumpling table is 650 rubles. The capacity of dumplings is 30 people, or 15 tables. The planned sales volume is calculated based on the turnover of the table in 1 hour and the maximum load of the hall at 85%. With a 12-hour work schedule, the monthly revenue will be: 12/1 * 15 * 30 * 650 * 0.85 = 2983500 rubles. Thus, during the month, the dumpling shop will serve approximately 9180 visitors.

In addition, when planning the sales volume, one should take into account the sale of frozen semi-finished products of own production. The cost of 1 kg of dumplings cooked in dumplings is on average 650 rubles. The cost of 1 kg of semi-finished dumplings in a supermarket is 200-300 rubles. Based on this, frozen dumplings are planned to be sold with a 40% discount - 390 rubles. It is planned that 20% of total number visitors for a month will purchase frozen dumplings. Then the revenue will be: 9180*0.2*390=716040 rubles.

The total revenue of dumplings for the month will be 3,699,540 rubles.

4. SALES AND MARKETING

The target audience of dumplings is the population of the city aged 18 to 50 years. The main market for the consumption of dumplings is big cities, because the rhythm of life in them does not allow people to devote much time to cooking, and material wealth allows you to purchase more expensive, finished products.

One of important points when opening a dumplings, it is the preparation and implementation of an effective marketing strategy, which should include: the development of the name of the institution, its logo and corporate identity; organization of an advertising campaign (promotions, promotion tools).

A bright and memorable name will allow you to distinguish the institution from the many offers on the catering market. Services for the development of the corporate identity of the institution will cost an average of 8,000 rubles. A catchy, eye-catching sign, including its installation, or window dressing, will cost about 30,000 rubles.

To promote dumplings, various marketing tools are used: advertising videos in the cinema; sponsorship participation in mass cultural projects; installation of billboards and signs; distribution of business cards, flyers or booklets with menus; advertising in the media; radio advertising; participation in food exhibitions and fairs; loyalty programs, promotions and so on. For example, you can attract an audience with an unusual “happy dumpling” promotion: a person who gets a portion of a dumpling “with a surprise” receives a discount coupon for an order or a free drink.

The use of one or another tool depends on the target audience of the institution and the budget of the project.

Creation and active promotion of a profile in social networks VKontakte and Instagram. 10,000 rubles should be allocated to promote the profile in social networks;

A repost contest designed to spread advertising information among potential consumers. The winner receives a one-time 50% discount on the order.

For the promotion of dumplings, expenses in the amount of 15,000 rubles are laid.

5. PRODUCTION PLAN

Opening a dumplings and organizing production involves the following steps:

1) Location and interior of the institution. For any catering establishment, especially small eateries, a properly selected room plays an important role. Pelmennaya should be located in a crowded place: markets, parks, near shopping malls. entertainment complexes or inside them, near business centers, office buildings and educational institutions, on the main streets.

When choosing a location, you should also take into account the presence of competitors nearby. When studying the competitive environment, you need to pay attention to prices, services offered, quality of service and menu.

It must be taken into account that each premises intended for a catering establishment undergoes a thorough check by state bodies - a sanitary and epidemiological station, Rospotrebnadzor, and a fire inspectorate. Strict requirements are imposed on the arrangement of the kitchen and ventilation, compliance with the standards of the working area, finishing materials, organization of food storage, etc. In addition, the functionality of the premises should be assessed - the possibility of redevelopment, the availability of all communications (water supply and sewerage, electricity, gas) that will ensure the smooth operation of the institution. Particular attention should be paid to the power of electricity, since food equipment consumes a lot of electricity.

For a catering establishment, it is necessary to divide the entire space into several rooms: a kitchen, a hall for visitors, a toilet room. It is also worth considering the division into cold and hot shops, which is required by production technology.

To implement the pelmeni project, it is planned to rent premises with a total area of ​​110 m2, of which 40 m2 are hot and cold shops, 50 m2 is a hall for visitors, designed for 30 seats, 5 m2 is a toilet room, 15 m2 is a storage room and a room for personnel. The selected premises are suitable for organizing a catering establishment and have all the necessary conditions for this: gas, water, sewerage, ventilation, electricity of sufficient capacity. Location - central street, proximity to the business center. The rental price is 100,000 rubles / month.

Do not forget that the diner is a place to relax and have a good time. And the atmosphere should be appropriate, so you should pay attention to the interior of the institution. The interior of the institution plays not only an aesthetic role, but also allows you to create "chips" of the institution, a memorable corporate identity. This makes the interior an effective tool in promoting a catering establishment.

Russian flavor is perfect for decorating the interior of a dumplings - painting under Khokhloma, wooden furniture, nesting dolls, etc. The concept of Russian national establishments is gaining popularity, and its implementation as a fast food establishment seems to be a rather original solution. Ideally, the creation of a suitable atmosphere for an establishment should be entrusted to a designer who will help create a unique, cozy space where you want to spend time and where you want to return. However, to open a small establishment, you can manage on your own by choosing an ascetic design with decor elements that create a mood. The budget includes 250,000 rubles for the repair, decoration and furniture filling of the institution.

2) Format of service and recruitment. Before determining the required number of working staff, you should choose the format of service in your institution. This may be the principle of a cafe with a menu and waiters, self-service with cashiers, or a prototype of a traditional canteen.

This project provides for the creation of a dumplings shop with a partial self-service system - this will reduce the selling price of products. The service system in the dumpling shop works as follows: the visitor selects an order from the menu presented in front of the cashier, the cashier accepts the order and payment, gives the visitor a “number”, which is a matryoshka with a number. The visitor sits at a table, and the waiter, guided by the "numbers", delivers orders. The waiting time is 5-10 minutes. It is planned to serve dishes in disposable dishes with a corporate logo, which will save on the dishwasher and organize the product delivery function.

For the operation of a dumpling shop built on this principle, it will require 4 cashiers who take orders, 2 waiters who place orders at tables and monitor the current cleanliness of the hall, 4 cooks, 1 administrator and 1 cleaning lady who cleans the place at the end of the working day. The twelve-hour work schedule of the institution determines the shift work of the staff. To organize delivery at the initial stages of work, it is planned to conclude an agreement with a courier service. When production is established, it is recommended to purchase a car and hire a driver.

Requirements for the staff of a public institution:

All employees must have sanitary books with appropriate marks;

Chefs must have professional education and work experience;

All employees before admission to workplace must be instructed, study the safety instructions for operating the equipment.

3) Equipment. The production of dumplings can be carried out using an automatic line or manually.

This project involves the purchase of automatic equipment.

Figure 4 clearly shows the technological scheme for the production of dumplings. It shows what equipment is needed for the production of dumplings and its algorithm.

Figure 4 - Technological scheme for the production of dumplings

Thus, the composition of the equipment necessary for the manufacture of dumplings includes:

Flour sifter - 33,000 rubles;

Dough mixer (capacity 550 kg / hour) - 128,000 rubles;

Sculpting machine - 200,000 rubles;

Meat grinder (160 kg / hour) - 25,000 rubles;

Meat mixer (35 l) - 83,000 rubles;

Refrigerator (700 l) - 53,000 rubles;

Furnace - 85,000 rubles;

Crockery and kitchen utensils - 10,000 rubles.

When choosing a dumpling unit, its efficiency should be taken into account. For a small dumpling, equipment with a capacity of 50-250 kg / h will be enough.

You should also provide for additional equipment, which includes refrigerators for storing ingredients, a coffee machine and more - this item of expenditure accounts for about 60,000 rubles. For the arrangement of cash desks, touch terminals will be required in accordance with 54-FZ. Two sets of automated cash desks will cost 120,000 rubles.

As a result, the set specialized equipment for dumplings will cost approximately 800,000 rubles.

4) Drawing up a menu. For a small pelmeni, designed for 30 seats, the menu should consist of pelmeni with several fillings, dumplings, sauces for them, a couple of salads, hot first courses, several desserts to choose from and soft drinks. Periodically, you need to add new dishes to the menu or make special offers - this way you will be able to keep the accumulated customer base.

It is important to provide that for each dish a technological map should be drawn up, which will indicate the consumption of products per serving and the volume of this serving. This information is necessary to obtain permission from the SES, as well as to calculate the need for raw materials.

The planned menu for dumplings is given in paragraph 3 of the business plan.

5) Organization of supply. Before opening a dumpling, you should establish channels for the supply of raw materials and decide on suppliers. For consumers, products that are prepared using natural products from farms will be more attractive. At the same time, it is necessary that all ingredients used comply with the requirements of GOSTs. Main categories of suppliers:

Supplier of flour and other bulk products;

Supplier of chicken eggs;

Supplier of meat and poultry;

Supplier of fish and seafood;

Supplier of fresh vegetables, herbs, fruits;

Beverage vendors.

It should be noted that when signing partnership agreements, you can count on additional bonuses for the company - for example, beverage suppliers usually provide the establishment with branded utensils and inventory.

When negotiating cooperation with suppliers, you must familiarize yourself with all the conditions specified in the contract. As a rule, the transport costs for the supply of ingredients are borne by your production. To reduce this cost item, you need to choose suppliers that are closer to your establishment.

The required amount of raw materials is determined based on the menu, the technological map of the preparation of products and the expected sales volume. It is important that the recipes of the dishes comply with GOSTs or separately adopted specifications.

6. ORGANIZATIONAL PLAN

The initial stage of opening a dumplings is to register a business in government bodies and obtaining permits for catering establishments.

For reference commercial activities an individual entrepreneur is registered with a simplified taxation system (“income” at a rate of 6%). Types of activities according to OKVED-2:

56.10.1 - Operation of full-service restaurants and cafés, cafeterias, fast food and self-service restaurants

10.13 - Manufacture of products from meat of slaughter animals and poultry meat.

When opening a catering establishment, difficulties may arise associated with obtaining permits. To open a dumpling, you need to collect the following list of documents:

Sanitary and epidemiological conclusion issued by Rospotrebnadzor;

Assortment list approved in SES;

Permission of the state fire supervision;

Conclusion tax office on registration of cash registers;

ATC permission for the safety of material assets.

After receiving all permits and relevant documentation for the dumplings premises (lease or sale agreement), it is necessary to obtain permission to open a public catering establishment from the city authorities.

The working hours of dumplings are from 10:00 to 22:00. Based on this, the staffing table is formed. In accordance with Art. 94 Labor Code, the duration of a chef's shift cannot exceed 6 hours. Therefore, 2 cooks working in shifts are provided for 1 working day. Since the institution is open 7 days a week, it is necessary to organize a shift work schedule for all staff of the institution.

Table 3. Staffing and payroll

The administrator organizes the workflow, hires and manages personnel, conducts a marketing policy, controls the work of personnel, and is responsible for the supply of raw materials.

Cooks prepare dishes, monitor kitchen equipment and cleanliness of work areas, work at one or more kitchen stations, depending on the distribution of duties.

Cashiers interact with customers, form received orders and accept payments.

Waiters provide customer service, monitor the cleanliness of the hall, if necessary, help cashiers in their work.

The accountant keeps financial records of all transactions and works remotely.

The cleaner monitors the cleanliness in the hall and in the kitchen, is responsible for the disposal of production waste.

7. FINANCIAL PLAN

The financial plan takes into account all income and expenses of the project, the planning horizon is 3 years. It is planned that after this period the institution will need to expand its production and product range.

To launch the project, it is necessary to calculate the amount of investment. To do this, you need to determine the cost of repairing the premises, purchasing equipment, the initial purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods. The main part of the required investments falls on the purchase of equipment - 49%. The project is funded by equity. The main items of investment costs are shown in Table 4.

Table 4. Investment costs

Variable costs consist of the costs of the ingredients used in the preparation of dishes, as well as the payment for the capacities consumed in the production process (water, gas, electricity, sewerage). To simplify financial calculations variable costs is calculated based on the sum of the average check and a fixed trade margin of 300%.

Fixed expenses consist of rent, utility bills, fund wages, advertising expenses, taxes and depreciation charges. The amount of depreciation deductions is determined by the straight-line method, based on the term beneficial use fixed assets in 5 years. Fixed costs also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the amount of revenue.

Table 5. Fixed costs

Thus, fixed monthly expenses were determined in the amount of 431,550 rubles. The volume of planned revenue is 3296768 rubles per month.

8. PERFORMANCE EVALUATION

The payback period of the project with an initial investment of 1,635,000 rubles is 6-7 months. The net monthly profit of the project upon reaching the planned sales volumes will be 1,504,747 rubles. It is planned to reach the planned sales volume at the end of the first year of operation. The profitability of sales in the first year of operation of the dumplings will be 37%.

The net present value is positive and equal to 1,691,289 rubles, which makes it possible to speak about the investment attractiveness of the project. The return on investment is 34.15%, the internal rate of return exceeds the discount rate and is equal to 27.23%, and the yield index is 1.03.

9. POSSIBLE RISKS

To assess the risk component of the project, it is necessary to analyze external and internal factors. External factors include threats related to the economic situation in the country, markets. To internal - the effectiveness of the management of the organization.

The specifics of the institution determines the following external risks:

Raising prices for raw materials, unscrupulous suppliers. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in production. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions which provide liability supplier in case of their violation;

It is hardly worth mentioning that dumplings are always a popular dish. Representatives of various categories of the population buy it with pleasure, because the process of preparing this delicious semi-finished product is very quick and simple. However, dumpling lovers know how difficult it is to find a really high-quality and tasty product in a supermarket. Moreover, even if you choose expensive dumplings from a famous manufacturer, you cannot be sure that the meat and dough are made from really high-quality ingredients. According to recent studies, store dumplings contain no more than 25% meat, while the rest is organ meats and other, not very attractive additives. Delicious, natural homemade dumplings, which are very popular among people who appreciate the taste and quality of their food, are a great alternative to such products.

This moment was the reason that many people who know how to cook deliciously thought about setting up their own, home production dumplings. Such a business has a lot of advantages: it does not require large investments, special skills, sophisticated equipment, but at the same time, with right approach, can provide solid and stable profit. So, for example, the cost of store-bought dumplings is about 90 rubles, while home-made dumplings are much more expensive, which means that the markup can be about 30 rubles (this amount can grow with an increase in demand for products). Using the simplest equipment, an entrepreneur can independently produce up to 90 kg of dumplings in an eight-hour working day, which means that the daily profit can be about 2 thousand rubles. If people like the product and demand increases, volumes can be increased, which will lead to a noticeable increase in income. So, gradually, it will be possible to start thinking about opening your own dumpling shop.

Despite the fact that the process of producing dumplings is unlikely to raise questions among people who have prepared these products at least several times, such an activity has its own nuances. Below you can find a list of the necessary ingredients and equipment and a classic step-by-step recipe for making dumplings, as well as find out where you can sell such products.

Required Ingredients

Every hostess knows the list of products necessary for the production of dumplings. The main thing to remember is the proportion - 1 kg of dough per 1 kg of minced meat. For the test, you will need the following products:

• Eggs;
• Flour (preferably the highest grade);
• Salt;
• Sunflower oil;
• Milk (some use to improve the taste).

As for the filling, you can use the most different ingredients: pork for lovers of hearty food, pork combined with beef for lovers of classic dumplings, lean beef, turkey and chicken for people on a diet, and even fish and fruits for fans of original dishes. The wider your range, the better it is for the business. However, it is better to start with classic dumplings, for the manufacture of which, in addition to fillets, you will need salt, spices, onion maybe garlic and milk.

Remember, your top priority should be the quality of the meat. If in the process of rearing poultry, cows or pigs they are fed food with chemical additives, this will certainly affect the taste of the meat, and this is your main trump card that allows you to compete with store products. That is why even a novice entrepreneur needs to find good suppliers or just places where you can buy really high-quality raw materials.

Determine your daily batch size before purchasing ingredients. If you are just starting out in this business, you don't need too many raw materials. You should also take into account your strength - using simple equipment, you can make no more than 90-100 kg of dumplings per day (for 8-9 hours of work).

Necessary equipment

Perhaps the main advantage this business is that a novice entrepreneur does not need to purchase expensive equipment. You will need to purchase only the most basic, household appliances that are very easy to use and do not take up much space.

You will need:

• 1 freezer (if demand for your products grows, you may need to purchase another one). Such an installation can hold up to a hundred kg of dumplings, which is quite enough for a beginner. The cost of the camera can be from 7 to 12 thousand rubles.
• Meat grinder. The performance of modern meat grinders is approximately the same - they allow you to produce 1.5 kg of minced meat in 1 minute. Their cost can vary from 7 to 12 thousand rubles. When buying such equipment, you should pay attention not even to the manufacturer, but to the presence of the most convenient tray for loading raw materials.
• Dumpling machine: manual or mechanical. Almost every housewife has the first, but it is not suitable for quick production. A mechanical dumpling maker is relatively inexpensive, but it can significantly speed up the cooking process - it is capable of producing up to 12 kg of products per hour. The most expensive and most advantageous option in terms of speed is an automatic dumpling machine, which usually costs about 70 thousand rubles. It is more suitable for entrepreneurs who already have experience in running a similar business and their clientele. The big advantage of this equipment is that it can also produce other products, such as noodles or ravioli.

Step by step production technology

There are many different recipes for making dumplings. Of course, the more diverse your assortment, the better for your business. So, for example, for middle-aged family people and bachelors, classic recipes for meat dumplings will go, for girls - products from dietary meat (turkey, beef and chicken) and berry dumplings (also in great demand among people suffering from diabetes). However, if you are just starting to engage in home production, you can make several classic types of dumplings, gradually adding new items to the assortment. This will allow you to analyze the level of demand for different types products and adjust batch sizes.

Stage 1. Dough preparation

Many housewives use their own recipe for dumplings, changing the proportions and method of kneading the dough. However, there is also the so-called "classic" recipe, which is described in stages below. It is ideal for beginners who are just trying their hand at this business.

1. First of all, it should be noted that it is better to keep the dough in a warm room - only in heat will the ingredients interact correctly. That is why in the kitchen it is worth closing all windows and vents. An alternative option would be to prepare the dough in a bread machine - the machine itself will maintain the desired temperature and mix the dough. Detailed description this process can be found in the instructions.
2. If you are preparing the dough by hand, you need to prepare the following products (their quantity is suitable for making a small batch of dumplings for testing, for the production of this product in large batches, the volumes increase): about 3 cups of flour (the amount may vary depending on the type of flour), half a cup water, half a glass of milk, 1 egg, a teaspoon of vegetable oil, a teaspoon of salt.
3. Heat milk and water, then pour them into a bowl. Break the egg into it, add salt and mix well until a homogeneous mass is formed.
4. Sift the flour (on the table or in a special container), make a special recess and pour the previously obtained liquid into it.
5. Mix everything with a spoon, then knead the dough with your hands. Add a teaspoon of oil - it will allow you to achieve the consistency and elasticity of the dough you need. If you use a bread maker to make the dough, pour the oil into the mixer.
6. Next, you need to put the dough in a warm place for half an hour. At this stage, you can start preparing the filling.
7. Check the readiness of the dough by pressing it with your finger. If a depression remains after pressing, then it is ready, and if the depression disappears instantly, then it needs to be held a little longer.

Stage 2. Preparation of the filling

As mentioned earlier, you can use a wide variety of toppings for this delicious homemade dish, but the following is a traditional recipe with minced beef and pork.

1. Prepare the ingredients: half a kilo of pork and half a kilo of beef (fillet), 2 onions, 1 glass of water, spices and salt.
2. Rinse the fillet thoroughly. The meat does not need to be dried - water is one of the necessary ingredients.
3. Get rid of all strands and films. If the meat seems too dry, you can add a little fat.
4. Scroll the fillet in a meat grinder. If you want the filling to be as soft as possible, the procedure can be repeated twice.
5. Onions can also be scrolled or chopped by hand.
6. Stir the resulting mass, add salt and spices. Leave it in the refrigerator for half an hour, previously covered with a special film.
7. Take out the stuffing, add a little cold water mix thoroughly. Milk can be an alternative to water.

Stage 3. Cooking dumplings

There are several ways to prepare such products. Of course, if you plan to set up production, you need to use the fastest one.

• "Classical". Most housewives resort to this method. It does not involve the use of any equipment, but the cooking process takes a lot of time. From the dough you need to make a sausage and cut it into equal parts. The resulting pieces must be dipped in flour and rolled out with a rolling pin. A filling is placed on such saucers of dough, after which the ends are fastened together.

• Using a glass. A layer of dough is rolled out to the desired thickness, then a glass is taken, pressed onto the dough. So you get even circles. Meat is placed on them, then a dumpling is molded. This method also takes a lot of time, in particular due to the fact that then the trimmings must be mixed again, a new layer made from the resulting lump and repeated all of the above steps.

• Using dumplings. It is this method that is chosen by those who cook dumplings not from time to time, but produce large batches of this dish for sale. There are manual and mechanical dumplings. The latter are the most popular among entrepreneurs, because they speed up the cooking process as much as possible. So, you need to roll out the dough into a long ribbon, fold it in half and put the fold in special bowl. In it, on top of the dough, you need to put the minced meat and start turning the handle. Such not too complicated and not too expensive equipment allows you to cook dumplings of the same shape and with the same amount of minced meat.

Sales directions

Before you start purchasing equipment, practicing making dumplings, and determining the types of products you will sell, you need to think about the markets. It is their definition that is the primary task of an entrepreneur who is going to open a similar business at home. So you can determine the size of the party and the most popular positions. Where and to whom can you sell handmade dumplings?

1. People from the immediate environment. At the initial stages, it is better to try to sell your products to your own acquaintances, relatives and friends. Of course, this will not give you huge income, but it will allow you to reasonably assess the prospects of your business and, if necessary, adjust the production process. If your first customers are satisfied and continue to buy your dumplings again and again, this will be the first indicator that your business can become successful.
2. Restaurants, small shops. Such points are the most promising in terms of sales. Remember that the cost of homemade dumplings is much higher than the cost of factory ones, so you need to try to sell them where people are bought who care more about the quality and taste of products than their price. Cooperation with large points can hardly be called promising - you are unlikely to be able to supply such large consignments of goods.
3. Markets. They can also be great places to market, as long as the niche isn't filled by other entrepreneurs, of course.
4. Business centers. You can try to start cooperation with business centers, but you should not place high hopes on this option. The point is that managers top management cooks prepare, and for the rest of the employees, such food can be too expensive.
5. Restaurants. This is a fairly promising option for entrepreneurs who want to have delicious homemade dumplings on their menu.
6. Home delivery. Perhaps this best way sales of such products, however, it will require additional investment. You can try yourself in this direction through social media- creating an account there is free, and advertising on the city's sites is relatively inexpensive. Describe all the benefits of your products, add photos and videos, try to do everything to interest your target audience - people who value the quality of their food above all else.

There are also platforms where the promotion of their products is practically futile. These are services such as Avito or free bulletin boards. Of course, you can post information about your services there, but you shouldn’t count on a serious return - buyers are unlikely to start buying up a dish in large quantities, about the preparation of which they know almost nothing, and whose quality has not been confirmed by anything.

Conclusion

Perhaps all of the above aspects can serve as proof that starting such a business at home is real. Moreover, with the right approach, it can be turned into a truly profitable business that can be developed in the future. To do this, you need to purchase ingredients, study the cooking process, purchase the most basic equipment, most of which can be found in the kitchen of any housewife, find markets and start production. The risks in this business are minimal, but if it becomes successful, you can easily reach new level. If you love to cook, if you think that food should be not only tasty, but also natural, you should definitely try your hand at this promising business.

Everything is possible: how an IT recruiter, disillusioned with life in the capital, launched a dumpling production in Bryansk

The biography of Ella Vetlugina is rich in sharp turns. Here she is making progress at school - olympiads, music, gymnastics - and suddenly she puts off her studies at the university and goes to work as a laboratory assistant at the Department of Social Physiology of ChelGU. So she enters the faculty of journalism - and a year later she is transferred to "anti-crisis management". Quits journalism and becomes a recruiter in the IT field. Receives the position of director of HR in international company- and goes nowhere in three months, because it's boring. Finally, after the capital, offices, IT and HR - unexpectedly Bryansk, a dumpling shop, its own business. What will happen next?

30 years old, company owner. Born in Chelyabinsk, studied at SUSU (journalism, anti-crisis management). After moving to Moscow, she worked in IT recruiting. In 2015, she moved to Bryansk, where in September she opened the production of handmade dumplings. Since September 2016 lives in St. Petersburg. Raising a daughter.

Here, a new twist

“As a child, I didn’t want to do business,” says Ella, “although my dad was a classic entrepreneur of the 90s, a strong “buy and sell”. Alas, that experience does not work well in the current realities - recently my father closed his butcher shop in Chelyabinsk, unable to withstand competition with networks. In high school, I also resold some cosmetics, lingerie, but it was difficult to call it a business, I just earned pocket money. I also washed cars.

Ella was going to be a journalist. From the 11th grade, she trained in the Chelyabinsk press. By the second year of journalism, she realized that she was not taught anything new at the faculty, and, continuing to work in the media, she transferred to “crisis management”. Education here was carried out in absentia, so the young student got into the company of age-related, as it seemed to her then, classmates - mostly entrepreneurs and top managers. In a strange and alien environment, Ella was lost. The first foray into the entrepreneurial path ended in blues.

“I wanted to study management, and we were being taught basic economics,” Ella explains. - I wanted to write investigations, but I was offered PR. When they didn’t take a text from me about arms trafficking in the Chelyabinsk region, I just got on a train and left for Moscow. I had a laptop, a cat, an air rifle given to me by my dad, and 1,500 rubles. Over time, this set has changed - now I still have a daughter and a car, and the rifle was stolen.

In the capital, Ella had no luck with journalism - the vacancies came across one sadder than the other, everything ended with a proposal to write horoscopes

“I then arranged a ritual farewell to journalism,” our heroine recalls, “I asked to delete all my texts on the network, burned newspapers with publications. Now, as a specialist in HR, I understand that I went in the wrong place, but there was no one to prompt me.

From journalists, Ella went to secretaries, from there to legal assistants. Most of her friends worked in the IT field, as it happened from Chelyabinsk. She even got a few jobs for a large company that was looking for programmers. “At some point, the company called, invited to take the money. I don't understand what money? They say you get a recruiting commission. I was then given an amount in the amount of four salaries of the secretary. I thought - and switched to the search for employees for IT companies.

In a few years, Ella has gone from a freelance recruiter to an HR director in an international company. Despite the fact that the sphere seemed interesting to the girl, from time to time she wanted to do something of her own, different, useful. So, while working in a system integrator, Ella suggested that the management open a corporate university - to earn money by training narrow IT specialists not only for her company, but also for the external market. The management “blurred” the idea, then the 26-year-old Ella in her hearts went to HR directors. And three months later she gave up everything and left for Bryansk.

From Moscow - to Bryansk

Ella was brought to Bryansk for personal reasons, she did not know anything specific about the city or the region. But even at the entrance I decided that I would open my own business here.

“I wanted to do something absolutely useful. Not a recruitment agency, not a website, not trainings. And something that a person really needs - I thought about sewing, and about furniture. It turned out that the Bryansk region has good ecology, tasty products, and, moreover, cheap labor. The city is not that poor, but there is simply little money in it, and prices and wages are low.

I've been thinking about growing mushrooms. Firstly, it's simple - and I did not understand anything in agronomy. Secondly, they are in very high demand. But champignons are ammonia, work in gas masks. Production will have to be moved out of the city, which means going out of town, driving people there. It's long and expensive."

“And so I was sitting, as usual, sculpting myself dumplings from delicious Bryansk meat, and suddenly I began to calculate the cost of minced meat and dough. Here, I think, is what you need!

According to the entrepreneur, the market for hand-made dumplings in the capital cities is completely empty. Such products can only be found in markets and restaurants. Grocery chains sell semi-finished products produced by machine, and this is a radically different product.

Lyrical digression No. 1:
the difference between store-bought and handmade dumplings

“The difference between hand-made and automatic dumplings is very big. This does not mean that all dumplings in the store are made from poor raw materials. There is good brands, in which there is really real meat, there are no veins and cartilage - as far as it is generally possible with mass production. Real eggs are put into the dough, and even gray flour does not flash here and there. But with all this, the modeling remains automatic.

And in order for the dumpling to come out as a dumpling, and not as a cutlet in the dough, the minced meat must be liquid - then there will be broth inside. With machine modeling, this will not work, dumplings with liquid minced meat simply do not stick together - 90% of marriage will come out. There is no such machine that would replace hands.

Yes, the thickness of the dough on the typewriter can be set to any, but it will not be the same as rolled by hand - homogeneous, without lumps, holes. We tested the dough sheeter for several days - and abandoned it. Suitable for a mass product, not for a premium product.

50% of the quality characteristics of dumplings depend on the test. People usually ask: what kind of meat is there? And at least one would think: what kind of dough is there? Because if the dough is gray, then the flour is rotten, sour. The dough should be slightly yellowish, this indicates the presence of an egg in it.

But especially the reputation of dumplings is spoiled by the cheap segment of store products. There - "horns and hooves": offal, veins, soy protein, egg powder, melange, the year before last flour, preservatives. These dumplings can be stored for years. But they do have a hefty cost.

If a classic dumplings cost less than 300 rubles per kilogram, I have doubts about their naturalness. This is the minimum cost that related industries can afford in their stores. As a rule, butcher shops have tolerable dumplings at a fairly low price. This is a small-town production: so that the meat does not disappear, they grind it, stick dumplings - and freeze it. And in chain stores, I have never seen hand-sculpting at all. ”

Through Bryansk - to Moscow

The pure raw material cost, according to initial calculations, was about 110 rubles per kilo of classic dumplings, the real one was one and a half times more. “And so I sculpt and think: if this product is thrown onto the Moscow market, it will surely be in demand among wealthy residents of the capital. Despite the fact that the price will be quite human.”

Ella did not think about any home delivery at that time. She was going to sell dumplings in bulk - to shops, preferably large ones. It was planned to stand out in the market precisely due to hand molding. The main message: we make a high quality product.

“I turned to business friends who were close to grocery chains and asked them to put me in touch with stores that were ready to buy such goods,” says Ella. - In one network agreed to try. I quickly opened an LLC, and while we were waiting for a contract, I launched production. The strategy was as follows: we go to the Bryansk stores of this chain, increase turnover, make capital and go to Kaluga, then follow the same pattern. But the network started having problems, the contract was first postponed, and then they forgot about it.

“If I started all over again, I would still start this story. The question is what I was up to is not at all what happened. ”

Home delivery appeared in the range of services out of desperation. Ella has already rented a workshop, bought freezers, stainless steel tables, knives, rolling pins, and an electric meat grinder. Bryansk prices for labor, raw materials and rent made it possible to start at 100 thousand rubles. On average, renting a workshop costs an entrepreneur about 10 times cheaper than in the Moscow region.

Ella was waiting for a contract from the store - and did not look for other buyers, focusing on production. The owner of the business made the first 70 kg of dumplings with her own hands, testing the raw materials and testing the technology.

“I looked at what kind of flour, what kind of meat is better. I calculated how much raw material is needed per kilogram, how much can be stuck on in an hour, etc. I mixed a bunch of dough, tried different eggs, different ratios. It just seems - sculpt and sculpt. But if you are making a premium product, get ready to take into account a lot of nuances.

For example, I tried for a long time to make the dough stronger - then we could make it thinner. Thick dough in store dumplings is made not because they spare meat, but so that the dumpling does not fall apart during cooking. We eventually figured out how to make a tight dough, and in our dumplings it is thin. True, due to this, the time for rolling out has doubled, and this is money. ”

The second person in the team was an administrator with a wide range of responsibilities - from organizing the supply of flour and meat to recruiting employees. Next, Ella took on board two sculptors. At the peak of the season - in the winter of 2015-2016, there were six of them, and the total number of employees in the company was nine.

Over the years, the state has repeatedly narrowed and expanded. Today, the company employs two sculptors, one of which is a chef. The post of administrator has been abolished. Drivers-couriers, an accountant, website technical support are outsourced. Ella herself manages production remotely - in September she moved to St. Petersburg to establish sales here.

However, we are somewhat ahead of the curve.

Home delivery

“We were sitting, waiting for the contract. I had some business in Moscow, and I wrote on Facebook that I launched a startup, I make dumplings, I can bring it. The people responded - as a result, I brought a whole car of goods to Moscow. Word of mouth began to work, orders went from friends of friends. I thought: while we are waiting for wholesale, we can earn money on this. Made an order form on Google, Facebook group", - the entrepreneur recalls.

The company's website appeared only in November 2016. Before that, the form was enough, but online payments could not be attached to it, and the assortment had grown so much that it needed to be shown in all its glory.

“Online payment is our insurance. Before it was not yet, customers paid for small orders in cash to the courier. Each time it was a risk - if the buyer refuses, dumplings can be thrown away - the freezer bag has a certain working time. This, by the way, happened - and it's good that the next client simply took more. Right now we are working on a pre-paid basis only.

When it became clear that there would be no promised contract with the store, Ella tried to break into other networks. Economy format stores disappeared immediately. But even those that position themselves as premium asked for an astronomical discount: “I already offered them a product with almost no profit, just to get on the counter. But it didn't work out. In the end, I decided not to waste time shopping anymore. Since then, home delivery has become the main principle of distribution.”

Delivery time to Moscow is from three to eight days, a car goes to St. Petersburg once a month.

Assortment as a marketing tool

Initially, the company relied on only "classic" dumplings with minced pork and beef. But when it became clear that there would be no stores, and you would have to work immediately with end user it seemed logical to give him a choice. The second in the assortment were dumplings "Men's".

“My man offered to sculpt them,” recalls Ella, “he said:“ Make big dumplings so that the man eats - and he was good. This is the same classic, only three times larger. And then the buyers turned on, began to offer: I want it with cottage cheese, I want it with fish. I introduced Dagestan kurze, a rare product for our regions. There is another molding, pure lamb, whey, its own complex of spices. The calculation was also that Muslims would respond to the kurze. Well, let's go. Dumplings, manti, cutlets, rolls, kupaty, dolma, stuffed vegetables, fish dumplings, berry dumplings, with squid, cuttlefish ink, etc.”

“Specially for fasting people, we came up with vegetable dumplings. Unfortunately, they boiled soft - after all, the dough there without an egg. The problem was solved thanks to a vegan client who was experienced in these matters and gave us the secret ingredient.”

Today, the assortment of "Pelmeshki" includes 94 products, of which 56 types are actually dumplings. All products are made in the same workshop by the same craftswomen.

During the year, only one item was withdrawn from sale - dumplings with cheese and olives. Nobody ordered them. For other exotic species, there is a buyer from time to time. The next contenders for departure are pink dumplings for children: a decoction of beets, which is added to the dough, is boiled down.

“I don’t focus on my taste at all. I love dumplings with meat, and I don't understand dumplings with sorrel. But people order, it’s delicious for them, so we’ll do it”

Each new product is a marketing ploy, an occasion to talk about a new product, to remind about yourself in social networks, to interest a potential buyer. The company does not bear any costs and risks, since it does not hold a commodity stock. Raw materials are bought on order - they paid so much, they mold so much. Made, frozen, sent for delivery.

“Of course, this is not the way to work with wholesalers,” Ella agrees. “But our business is rapidly scaling. If necessary, we will make half a ton of dumplings in 10 days: three days to gather sculptors and buy additional freezers, and a week to produce.”

Between Miratorg and farmers

The volume for a business like Pelmeshka is a lifeline, it allows you to significantly reduce the share of non-product costs, which is slightly less than half of the total cost. We are talking about salaries, logistics, communications, renting a workshop, etc.

More than half of the costs are accounted for by the cost of raw materials: meat, flour, eggs, cheese, cottage cheese, seasonings and other ingredients. Modest turnover does not allow the company to take raw materials at wholesale prices, which greatly affects the cost.

“In the premium segment, product quality is the number one factor. We cannot afford gray flour, the dough from which will crack. We can't use egg powder - only selected eggs"

The company buys pork and beef from Miratorg - the main facilities of the agro-industrial holding are based in the Bryansk region. Flour - Chelyabinsk manufacturer "Makfa" (the grandfather of Ella Vetlugina worked at this plant). The rest of the products - lamb, chicken, turkey, eggs - are supplied by local farms.

“At first I thought that we would cooperate exclusively with farmers, but not all farmers turned out to have proven meat. Therefore, I take pork and beef from Miratorg - their meat is both tasty and proven. But, alas, they don’t deal with lamb,” says the hostess of Pelmeshka.

Seasonal goods - vegetables, mushrooms (for example, chanterelles) and berries - the company buys at farmers' markets as needed. But truffles - from partners, the Moscow store "Mushroom Place". “We basically don’t freeze anything, only fresh ingredients.”

Cheese in Bryansk dumplings is produced by the cheese factory of Oleg Sirota, a well-known apologist for import substitution. Ella was visiting him and brought back 100 kg of Imeretian cheese. Following this, several new types of dumplings appeared in the assortment at once - with cheese and potatoes, with cheese and cottage cheese.

Ella selects suppliers herself. During the first year of Pelmeshka, she changed suppliers of turkey, chicken and cottage cheese: “We have a rule: two complaints from a client - and we stop working with the supplier. It's tough, but otherwise we won't be able to maintain our reputation. Two clients complained of heartburn - and we went to work with another poultry farmer. We initially took cottage cheese from a factory, produced by a local enterprise, but switched to a farmer's one. And the price went up immediately."

Delivery - outsourced

The advantages of Bryansk are not limited to delicious meat and cheap labor, it is also close to Moscow. The distance of 350 km makes it possible to transport goods to the home of capital buyers.

“We tried to carry it ourselves,” says the entrepreneur, “we worked with a partner, but it turned out to be the most convenient way to use the YouDo service – there is always someone who will do the task quickly and well. And if he doesn’t, it will affect his rating.

Now we use the services of private drivers, dumplings are delivered in freezer bags. In the summer, it happened that dumplings arrived a little melted, but this is not critical. We put additional batteries on St. Petersburg flights. For now, we have enough cars, but if we need to deliver half a ton, we will hire a refrigerator.”

At first, delivery extended to orders from 2 kg, but given that the client always pays for it (it costs 350 rubles), this restriction was canceled. You can order as much as you like.

The sundress works best

Till best month in sales for Pelmeshka was April 2016, it brought 15% of annual revenue (turnover - 1.3 million rubles), about 400 kg of dumplings went to customers in a month. This was partly due to the rapid recruitment of a loyal audience - at that time there was active growth, and partly due to seasonality.

In the summer, dumplings are rarely ordered - since May, diets, summer cottages, vacations begin. Demand rises as customers return to their apartments. High season - autumn-winter. November 2016 was great. Although December and January are worse than last year, perhaps because prices have risen.

Starting investments in the business were recaptured after two months of operation of the workshop, the company ended the year in a small, but - plus

“I noticed that of all the promotion channels - and we tried different ads - only personal recommendations work. The neighbor praised - the neighbor bought. A well-known blogger wrote that he liked it - and customers ran to us. This phenomenon affects demand more than seasonality,” the entrepreneur assures.

The lion's share of Pelmeshki products is supplied to Moscow, about 10% - to St. Petersburg. Bryansk as a market turned out to be unpromising. “We tried to deliver our dumplings to local stores, the directors just took them home,” Ella recalls. - It is too expensive product for the local market. Yes, there are rich people here, but in order to reach them, you need to invest heavily in advertising - these costs are inappropriate.

Prices: not available below

“When I calculated the price, I started from the cost price and a small profit. In fact, most of our customers don't even look at the price, unlike wholesalers. Any wholesaler wants a price 100% less, but then I will work in the red. Wholesalers are guided by the discount price of automatic dumplings - about 205 rubles per kilo. We must put raw materials, work, delivery, profit into them. It's unrealistic. In addition, over the year, meat has risen in price by 25%, flour has slightly increased in price. Transportation costs have risen. And we raised our prices."

Today, in retail sales, hand-made Bryansk dumplings cost from 649 rubles per kilo of "Tender" (with chicken) to 1,500 per kilo of "Truffle". Classic dumplings are sold at 799 rubles per kg, "Siberian" - at 999 rubles. Manti - from 899 rubles per kg, pasties and kupaty - from 699 rubles, dumplings - from 499 rubles.

At the current turnover, the company has nothing to save on, except that ordinary freezers are used, and not for emergency freezing.

“We tried to cut costs, tried other flour, local producers - nothing worked. The sculptors asked to return the Chelyabinsk one, - says Ella, - They tried to beat the onion with a blender to speed up the process. As a result, about 40 kg of dumplings were spoiled. When you beat the onion in a blender or food processor, it gives juice, greatly softens the minced meat. To be tasty, the onion has to be cut by hand - we still do that."

Lyrical digression No. 2: about the reputation of dumplings

“As far as I understand, the market for hand-made dumplings turned out to be empty, because it is hard to make money on it. Manufacturers eventually turn a blind eye to quality, and begin to cut costs by cutting costs. It is easier for cheese makers, they have more investments, more advertising, they, surprisingly, have a clearer product.

The urban audience is ready to try our product with great difficulty, because the people recent years ten got used to the fact that dumplings are such unhealthy food that is in the refrigerator just in case. Food that should not be fed to children. And we retrain the buyer, change his attitude to dumplings. There are people in the capitals who have never eaten homemade dumplings at all, this is a surprise for them.

It turns out that in order to disperse demand, you need to change your attitude towards the product. This, I repeat, is expensive - advertising works very poorly here. But for those who have already tried it, this is quite a festive product - we order dumplings for events, for birthdays.”

Markets

The first stores that undertook to sell hand-made Bryansk dumplings were the Molochny Dvor chain - a significant event happened in July 2016. But after Ella raised the price following the meat producers, the retailers stopped cooperation.

“According to the plan, another person was supposed to handle sales in the company, but it turned out that this is also my function. All contacts with restaurants, markets, shops go through me,” says the entrepreneur.

When it became clear that it would not be easy to enter the shops, Ella tried to take the Moscow markets by storm. Since June 2016, Pelmeshki products have been sold at the Petrovsky Bazaar. But it was not possible to enter the Danilovsky market - they make their own dumplings there.

The business centers did not live up to the entrepreneur's expectations: for top managers, the chefs make dumplings themselves, and the lower rank catering is not at all interested in such a product.

Cooperation with a Moscow restaurant that offered Bryansk dumplings on its menu could be called successful, but the restaurant closed. However, this experience has shown that restaurants are a potentially attractive category of partners, since they understand the cost of handmade products. That is why, having moved to St. Petersburg, Ella first of all set her sights on getting acquainted with the sphere of premium catering.

In addition, Ella likes the appetites of St. Petersburg - on average, residents of the northern capital order more per person than Muscovites. For example, the last shipment weighing about 70 kg was destined for nine customers. But the biggest purchase - 21 kg of dumplings and semi-finished products - was made by a Muscovite.

Demand: from bachelors to slimmers

The audience of "Dumplings" is divided into several categories, which are united only by wealth - not below average. The first category is married people over 30 who have many children. The second is bachelors. The third is businessmen who, in principle, love "everything that is good." The fourth big category is girls who are concerned about healthy eating. For them, "Dietary" (beef, chicken), "Fitness" (turkey) and berry dumplings without sugar are specially introduced. By the way, the first two types are often taken by diabetics.

The most popular products in the Pelmeshki assortment are classic dumplings (pork and beef), Siberian dumplings (beef), dumplings with potatoes and mushrooms, Dagestan kurze (mutton), dumplings from three types meat, with red fish

“Everything else is for assortment. Usually a person takes 5 kg of "classics", and one kilogram of some unusual ones - to try. For example, dumplings with squid. Or with cuttlefish ink – they have only been ordered twice so far.”

Expanding the assortment towards semi-finished products was the idea of ​​​​customers - some asked for manti, others for kupaty, and others for chebureks. All these products could have been on sale before, but Ella waited until autumn to show the entire range on the new website with “fastened” online payment.

Marketing comes with experience

“If I started a business now, I would not count on wholesale, I would not waste time on it. I would not delay with the site and take marketing much more seriously - from labels to social networks. And, perhaps, I would have found a partner who would be engaged in sales. Because there was a moment of take-off of the business, which we did not work out in full force - it was necessary to unwind this moment, and then it would “come by ferry,” Ella is sure.

The Pelmeshka packaging has changed several times over the past year. Initially, with an eye on stores, it was a plastic box with a sticker. However, it turned out that it cracks in the freezer. The box was replaced with strong freezer bags with a branded sticker. It turned out that the stickers in the freezer are peeling off. Then the stickers were replaced with a cardboard label with a hole, and they began to tie them with a linen rope to the bag.

“Despite the fact that this is a premium product, it turned out to be unprofitable for us to make the packaging more expensive. This would make sense for delivery to stores. But any box with a window will add 30 rubles to the cost. A private buyer will overpay them, but why? And the wholesaler will hang himself for them - in the wholesale, people are bargaining for kopecks!

Pelmeshka lured new customers with partner discounts (for example, buyers of a fish store receive a discount from Ella, and vice versa), and promotions (mushroom, berry dumplings as a gift). Everyone who brings a new client receives a kilogram of any dumplings as a gift for the next order. According to the entrepreneur, these events do not bring any visible result - it does not matter to the audience. But the base of reviews is accumulating.

In the summer, Ella tried to sell "dumpling subscriptions" for a period of three months up to a year. The longer the term, the higher the discount: 3 months - 5%, 6 months - 10%, 12 months - 15%. The price includes delivery once a month.

So, the set "On a diet" (3 kg per month) included three types of dumplings - "Diet", "Fito" and "Summer". A three-month supply (9 kg) cost 5040 rubles, and an annual supply (36 kg) - 18480. There were also sets "Bachelor" (four types, 4 kg per month) and "Family" (four types, 5 kg per month). In absolute numbers, the most expensive set was a family one - 60 kg per year for 34,800 rubles. It was an experiment - the offer was valid for several weeks. Two subscriptions for 6 and 12 months were sold. Most likely, the experiment will continue in 2017 - there are no subscriptions on the site yet.

Foggy future

“Frankly, it’s not all that rosy,” Ella admits. - If our client base does not grow organically or there is no investment to increase it, then it will be difficult. We are at the stage when we need to reach a new level, but there are no resources for this.”

To launch a massive advertising campaign The company needs investment. For Ella, this is a sore point: “I don’t really want to let investors into the business. Because after some time, the investor will say that you need to switch to automatic modeling and go online. This is a different idea, a different business. In this sense, I would prefer to take a loan - it will be my responsibility and I will not have to report to anyone.

“Later, when Pelmeshka becomes a big enterprise, we may have both an automatic machine and a budget line of dumplings, but not in the near future.”

A year ago, Ella tried to get a regional loan to open a business under a government program at 7% per annum. With this money, she was going to make the first batch for stores.

“I was told that if I want to take a loan of 1.5 million rubles, I must own two apartments: if I don’t pay, one will be taken away, but I won’t be left homeless. Then I went to commercial banks, but the vast majority of them lend to an already operating business - from a year or more. So this year I will go to the banks again - maybe something will work out. By this time, it is necessary to understand the advertising strategy in order not to waste money.

In mid-2016, Ella made the decision to cut her advertising budgets, focusing on free promotion on social networks - Facebook and LinkedIn. Activity in Vkontakte, according to her, did not bring customers, as well as paid advertising in groups. “Only recommendations worked,” the entrepreneur repeats.

To promote Instagram and Vkontakte is the task of this year. The company does not plan to expand its range in the near future. For complete happiness, it remains only to introduce khinkali: “But you need to learn how to make them flawlessly.”