Investments in the development of commercial site - this only the "apex of the iceberg" of the forthcoming expenditures on the starting of independent internetmagazina. Basic investments will go on offline.

According to recent studies of fund "public opinion" (www.fom.ru), that cover the period of the beginning of 2004, network the Internet in our country daily use only less than 4 mln. people (according to the same data, a quantity of all users of network in Russia approaches this 15 mln., however, "associating" number it bears little common sense). It is possible to assume that, at least, half of the "inhabitants of the network", which is used the Internet daily, i.e., the almost 2 mln. Russians, are the potential and very probable clients of internetmagazinov. This already much, although considerably less than in the countries with the developed information infrastructure. Nevertheless this level of the penetration of technologies and potential into 2 mln. buyers force owners, as a whole of those distrustful relating to the virtual technologies, to think about the creation of internetmagazinov.

Some, vdokhnovlennye by successful western experience, estimate this as venture business, i.e., they want thus "to probe market" and "to try". Others "construct" internetmagazin as addition to the traditional business (for example, to the real network of retail or wholesale sales). However, the third examine possibility of designing the Internetstore "from zero" in order to convert it into the basic independent commercial area. In the latter case the business can be named "clean" or classical internetmagazinom.

Exists the opinion that the discovery "clean" internetmagazina - the quite low-expensive and weakly dependent from the external unfavorable factors method of conducting the business. To it are not terrible the risks of an increase in the lease pay, dissolution of the agreement of lease, reduction in the prices of the goods, which is stored on the storage. Advantages in "clean" internetmagazina unconditionally exist, but hat-throwing mood of the type "expenditures the minimum, and in all it is business: made site - and give to deal "this article, most likely, it will spoil. In reality, internetmagazin - this is the sufficiently expensive business, which requires a constant attention. Naturally, here and throughout in the article basis undertakes the assumption that that created "from zero" of internetmagazin is intended for legal trade in legal goods. Trade in the marginal goods (pirate audiovideo by production, by false documents, by the forbidden preparations and so forth.) it is subordinated to other entirely laws - here online stores -odnodnevki remain out of the competition and in the prescriptions of survival do not require.

The not very virtual store

In spite of the extended opinion, internetmagazin is far from in everything of virtualen. On closer examination its own legal commercial area in the Internet generally differs little from the usual, i.e., physically existing store (for example, economic or book). You judge themselves: for the valuable functioning of electronic store in exactly the same manner it is necessary bookkeeping, cash register (for the work with the available payments), competent prodavtsykonsul'tanty, colleagues, who correspond for marketing, service of delivery (external contractual or its own). By itself, is necessary office for positioning the colleagues. True, predstavitel'skikh functions this office does not fulfill, clients there usually do not come; therefore accomodation can be by no means categories A or B the main thing so that in it there would be the necessary communications (several telephone lines and the chosen channel of the access into the Internet).

Deficiencies in internetmagazinov in comparison with the traditional (let us name their offlaynovymi) are obvious. One absence in the visitors of the possibility to hold goods in the hands of what of stoity! But also advantages are also sufficiently significant. The main thing of them - electronic stores give the possibility most flexibly to react to the demands of market and to propose attractive prices, minimizing its expenses. Thus, for instance, to owner "clean" internetmagazina it does not be necessary to lease expensive commercial areas, to contain the large staff of service personnel (protection, harvesting, the superfluous state of salesmen, etc.), to lease storages and to store significant commodity reserves. Its commercial areas - page of site, and storage - packet of agreements with the reliable suppliers.

Base investments

From what are added the expenditures of investor, who opens legal internetmagazin, which trades in the abstract standardized goods?

Let us suppose the discussion deals with the discovery of relatively small store with the assortment at the level of 300 commodity positions without its own express service. Then in the structure of expenditures it is possible to isolate several basic building blocks, whose majority are characteristic for any commercial business and it is not completely specific for internetmagazina.

The block of lump-sum cost for startup includes the following:

1. Organizational expenditures - 700-900 dollars. They include the payment of services to juridical company for the registration of enterprise in the form OOO, expenditures for the discovery of current business account in the bank, introduction of minimum regulation capital, installation of electronic system "bank- client".

2. Purchase of the minimum collection of office furniture - 700 dollars.

3. Purchase of computers and office equipment for organizing 4x work sites (working stations, internal server, multifunctional device, fax, shredder, cash register) - 4500 dollars.

4. Installation of local network and tuning equipment - 300 dollars.

5. Purchase of the specialized server for internetmagazina and his arrangement on the area of provider - from 1300 dollars.

6. Development of the site of electronic store (shop window and administrative interface) - from 3000 dollars. In this sum will manage the development of onlaynvitriny (catalog) with the means of the formulation of order. In the essence, the discussion deals with the simplest version of internetmagazina of initial level, what during the first stage of the development of business it is completely sufficient.

7. Short term advertising campaign in the Internet - from 1000 dollars.

Altogether: 11 600 dollars. In the given "estimate" there is the potential of the reduction of expenditures by approximately 10%, which, possibly, compensates for "unforeseen expenditures".

The block of monthly expenditures can be represented as follows.

1. Expenditures for bookkeeping maintenance - 400 dollars.

2. Lease of the office, which does not require repair, 500-600 dollars (accomodation with an area of about 20 square meters).

3. License fee for the telephone lines and the access into the Internet - 400-600 dollars.

4. License fee for the arrangement of the server of store on the area of provider - 150 dollars.

5. Wage to personnel (2 managers on sales, manager for the development, system administrator, messenger for the internal commissions) - 2400 dollars. Is most "critical" the post of manager for the development, in function of which enters the search for the best prices and conditions. To managers according to sales as to salesmen in the usual store, does not be required to conduct the independent search for clients, it suffices to only operationally attend the entering orders. This decreases the presented professional requirements and, correspondingly, the level of wage. It is assumed that one manager on sales is capable to service about 50-70 orders during the day.

6. Office expenditures (expendable materials for the office equipment, office supplys and so forth.) - 200 dollars.

Altogether: 4200 dollars of constant expenses monthly. I.e., expenses for the development of the site of electronic store, most likely, they will be below or, at least, they are compared with the expenditures for its monthly operation.

Certainly, in all those enumerated "altogether" experienced owner will easily find the articles of expenditures, which be subject to partial reduction. It is possible to try to find cheaper lease, to stock up less expensive equipment or, for example, instead of two managers on sales to hire one. Nevertheless the essential reduction of expenditures (even for 25-30%), following this diagram, to attain complicatedly. It so confesses "minimalistic" approach. In a word, if calculations are accurate, then it turns out that on the average (very conditionally) for achievement of profitability and obtaining of profit on the level of 2000 doll./mes. to "clean" internetmagazinu it is necessary to obtain the monthly profit, almost two times exceeding clean monthly expenditures - on the order of 8000 dollars. "dirty" taking into account taxes. It turns out that if profit from sale nobody conditional goods comprises 10 doll.2, then per month to store is required to realize 800 units of this goods or about 36 units of conditional goods each workday. This volume will manage, of course, and one manager on sales, but also income in 10 dollars. from the sold unit it was large conditionality. But the less the profit from the sold unit of goods, the higher the required revolution and design load on the managers.

Clients and the delivery

As in any retail commercial business, the main active membership of internetmagazina - client base. But also here there are their special features. Buyers, who are rotated into Russian internetmagaziny not the first time, people by no means spoiled and usually not feeding illusions about the fact that their order will be delivered with the speed of pitstsye. Everyone wonderful understands that the salesman of internetmagazina does not sit on the boxes with the necessary goods, and messenger not "beats by hoof" under the door, the ready to be torn away from the place. Majorities surmise, that goods for salesman will have to order in one or several suppliers, to send messenger to them to the storage, and then already it it will go to the buyer. Therefore, however turn, in the hour into your door they will not ring.

But the buyers of internetmagazinov are right to design for three things.

1. Timely delivery within a reasonable period of time (on the second or on the third day), into the obeshchannyy time interval.

2. Real possibility of the delivery of the goods, represented on internetvitrine. Store to that electronic so that in the catalog the current state of assortment operationally would be reflected. Worse no, when visitor spends time on the formulation of claim, loses time to the expectation, and he is explained, that there is no selected commodity position "temporarily in the presence". This visitor will hardly turn himself into goremagazin again.

3. Price (at least, without taking into account delivery), only lower than in traditional retail. Difference can be not very essential, but the visitors of internetmagazinov consider that they pay with their expectation for the more advantageous from a financial point of view purchase.

The buyers of internetmagazinov already of privykli to the fact that the delivery costs money; therefore to the phrases about the "free delivery" relate with the element of the irony (it is understandable that its cost in this case "is washed away" in the price of goods). Therefore now the majority of stores prescribes the cost of delivery by the separate line (from 50 rub for the small load). This does not confuse buyers, but the possibility to proclaim lower price in the catalogs gives to stores. The cost of the delivery of large-dimension goods (for example, duplicators or of television sets) can compose 200 and more than rubles or "to be eroded" in the price of device.

The organization of delivery, just as a question of the guarantee of guarantee obligations, requires thorough calculation in the stage of the composition of biznesplana. Possibly, the organization of its own express service (at least, during the first stage) will prove to be inadvisable. Especially thus far the number of buyers is small. In Moscow the services propose many specialized express services, which independently ensure logistics and delivery "from the door to the door". Prices are reduced with an increase of volumes and are located on the completely acceptable level. Even in the sphere of routine bizneskorrespondentsii they are 2,5-3,5 dollars. for the delivery. Specifically, the possibility of the attraction of external service was takeed into account with the calculation of our case of base investments into internetmagazin.

Does cost ovchinka of preparation?

The attentive reader, possibly, is already astonished: if we the creation of internetmagazina - undertaking by no means kopeck, but burn down is very simple, then why online commercial areas do grow in the network as fungi after rain? Especially as in all before the eyes examples of successful electronic business (www.dostavka.ru, www.bolero.ru and other). It does not be worth forgetting, that for now acknowledged and popular internetmagazinam it was necessary to pass the sufficiently long and expensive way of formation, producing the special relations with the suppliers, inevitable "nabivaniya of the lumps" and of advertising "spinup". They started in the period of the origin of the market for electronic trade in our country, and leadership by them exercised the highly skilled managers - specialists in the traditional commercial business. So that their success is not exponential for startup stores with the budget of development at the level of 10-20 thousand dollars (i.e. not emerging beyond the framework of status of small business).

Now about the "fungi". The substantial part of internetmagazinov is created as net addition to the business of companies, which achieve a traditional commercial business, moreover already successful (for example, www.mvideo.ru or www.tehnosila.ru). They are created, to a considerable extent, for image purposes and as the element of strategy of development. By it it is possible to separately not worry about the self-support of its internetnapravleniya. The task - of drawing to the site of the visitors, who will become acquainted with the catalog of goods, will compare prices and characteristics, will find that the fact that by them necessarily, and then they will arrive into the store after the purchase. Or, on the contrary, they will see the pleased thing in the store, it is returned home and they will order from the site (with the delivery and the special reduction). However, benefit usually exists. Thus, according to information of one of the large networks of the salons of honeycomb connection, internetmagazin ensures of about 5% of all sales of cell phones. Mode to the creation of internetmagazinov for servicing the basic business results from the simple logic. Site in any event is necessary to important commercial company, oriented in sale of goods of mass demand. Visitors will arrive to it clearly not after the fact in order to read the history of the creation of firm. It means, on this site compulsorily must be present the renewable catalog of production - dynamic, formed from the data base, with the illustrations and the descriptions. But technically from the site with the dynamic catalog of goods to internetmagazina - one step. It suffices to only add the means of the formulation of order and some specific for internetmagazinov functions. If we do not complicate task, but to realize only actually necessary for buyers functions, then site with status of internetmagazina will cost a little more expensive than the site with the catalog. Here and one additional reason for an "increase in the fungi" - expenditure almost the same, then appears additional commercial tool. Furthermore, for the work of side-line internetmagazina it does not be required the noticeable expansion of infrastructure, it is possible to lean on that existing. The same concerns the marketingovykh measures: additional internetmagazin will not require independent special advertising campaign and additional expenditures. It suffices to indicate its address in the advertisement of traditional business. In all remaining cases it is necessary to undertake concrete steps on the advertising "spinup" of store. Certainly, gold rule "a good site (i.e. store) itself will untwist" it works here. But only store in contrast to "it is simple site" - this is not pleasure. It causes constant flow rate already from the first day of its existence, and for it it is important to rapidly draw interest to itself. Each day of "idle time" of store threatens by new expenses.

In conclusion it is necessary to again emphasize, that error it would be consider that with the creation of internetmagazina the main thing is to create spectacular and convenient for the visitors site. As in any business, in this case the main thing remains effective biznesplan:

* what to sell;

* as to ensure profitability;

* are such the required expenditures for creation and maintenance of the necessary infrastructure;

* the way of development;

* the development of advertising strategy, methods of guaranteeing the competitive advantage and resolution of other questions.

In this context the site of store, internetvitrina itself - this only one of the important elements of infrastructure. Moreover according to the calculations given above, the element is not the most expensive in comparison with the rest. Today internetmagazin in Russia - very promising method of conducting the business. The audience of the "inhabitants of network" swiftly grows (in last year an increase in the user base it composed, for some estimations, more than 50%), and the successful work of pioneers the Internettrade it increases the overall confidence to all online stores, including - novice.

But in any event the success awaits only those investors, who seriously will approach the demands of buyers and will pay the increased attention to infrastructure, but they will not finish the procedure of the "start" of store immediately after the starting of spectacular site. Indeed in contrast to educational and entertaining internetproyektov in the case with the online store major factor - not so much the presence of professional site and an increase in the attendance, as increase in the flow of contented by maintenance clients. The secret of the success of this enterprise lies in the answer to the chief problem: how to deal? If goods is claimed on the market and does not meet thus far strong competition, then internetmagazin - one of not the most expensive forms of the beginning of commercial business. But if this condition is not observed, then even the quite foremost form of the organization of trade will not lead enterprise to the success.