Business plan of the drugstore
 
Councils about how to prepare business the plan of drugstore and to open successful pharmaceutical business, gives the executive director of the network of "36,6" Olga Bogomolov's drugstores.

1. You will be defined with the fact that you want to obtain as a result before to compose business the plan of drugstore.
Each, who intends to be occupied by this business, must clearly visualize, what he wants: pharmaceutical point, classical drugstore, drugstore in the size of mini -marketa with further development and expansion to the pharmaceutical network, or pharmaceutical kiosk. The fact is that under the license conditions the realization of the medicines of prescription leave is permitted only drugstores and pharmaceutical points. However, in the kiosks this nomenclature simply must not be present according to the order of the Ministry of Public Health RF. Therefore if pharmaceutical kiosk is support only that assortment, which is permitted to the realization, - it, of course, will be little effective. Most likely, it will become simply the store of parafarmatsevticheskoy production.
It is necessary to also visualize, where your future drugstore will be located, for what buyers it will be calculated, you will select what method of trade, you want to propose what level of service. To make decision necessarily as fast as possible, since a quantity of opened drugstores and pharmaceutical points swiftly grows, but I think, years two or three for the beginning of this business in front still exist.
To us, possibly, it transported more, since we started some of the first, if we do not say first. In 1997, when the privatization of drugstores was begun, several municipal drugstores transmitted to the group of the companies of holding "time". However, very rapidly we understood that to untwist the old drugstores in their previous form simply not not profitably and decided to conduct experiment, after trying the open form of trade (at this time exactly they began to appear supermarkets). It does not be worthwhile even to speak, that we encountered the mass of difficulties, beginning from the problems with the old personnel, which rejected to leave because of the aperture and to work with the clients in the hall, to the fact that buyers themselves at first did not understand, that to them they propose the completely new level of services for the same money. Nevertheless, results exceeded the most daring expectations: commodity turnover grew two or three. After which was accepted the solution about the creation of the network of drugstores precisely in the size of farmamarketa.
However, after the crisis of 1998 it was necessary to introduce some correctives into further development of our business. We turned themselves into the konsaltingovoye agency for creating the brand: just they proposed the logotype, which attracts attention, but executed in the calm salatovo- dark-blue tones.

2. A question about the position compulsorily must enter into                          business the plan of drugstore.
Better arrangement of drugstore - near the accumulation of the people
It goes without saying, its location is one of the important factors of the normal operation of retail point. Indeed on it depends traffic, i.e., the passability of the clients through your drugstore. Consequently, to the foreground for the successful location such factors, as the closely spaced station of the metro, bus stop, main, leave. If commercial centers are next located, stores and other places of the accumulation of people - this will only increase the attendance of your drugstore.

3. Competently comprised byuiznes the plan of drugstore is unthinkable without the determination of the cadre policy of company. Study training personnel themselves.
With the discovery of our first drugstores it was decided to collect young specialists and to teach them independently. We - one of the first companies on the Russian market, which created their training center. To much it is possible to learn only in the process of work, for example, to the knowledge of the assortment of drugstore and to the skill freely in it to be oriented.
It is necessary to build correct cadre policy so that the people would be interested in the work precisely in you. Try to ensure career increase with them. For example, in the network of the drugstores of "36,6" persons it can arrive to the post of consultant in the hall and grow to the deputy director or to the director of drugstore. We have a director of drugstores - girl of 24-25 years.
Create a good atmosphere in the association so that to the man it would be pleasant to come in its working place. It is not possible to attain good sales, without having at the commercial point of the solid association. Because all, beginning with cleaning woman and ending with the director, must work on one purpose. Here very much depends on leader, precisely, it assigns tone. For example, in our company regularly are conducted corporate measures, we always congratulate our colleagues on holidays and so on. Furthermore, we have an Internet site for the internal use, where each employee can learn the last news of company, assign question of interest to hims, express his wishes, there are conducted interrogations, forums, we congratulate even drugstores with the birthdays.
Good personnel - this is one of the important factors of success. Where to find good specialists - this also considers business the plan of drugstore. But the highly skilled specialist and cost must respectively. Today in Moscow the wages of pharmaceutists with respect to 2001 grew on the average by 80%.

4. Do not forget to include in business the plan of apetki a question of assortment policy. Enlarge assortment.
You will propose rich assortment of goods to clients. As the newest foreign developments, so also old good domestic preparations must be represented - demand for the domestic drugs and the parafarmatsevticheskuyu production remains sufficiently high. They are cheaper than their foreign analogs, furthermore, people it is simple of privykli to them. For example.
"But- ShcPu", which already became obsolete in entire peace, people, until now, remember and ask in the drugstores. First of all, you must be oriented toward the demand so that any person, who visited you into the drugstore, would remain satisfied.
Furthermore, together with the medicines, it is possible to introduce into sale the objects of parafarmatsevticheskoy production, such as means for skin care, grassy chai, juices, children's nourishment, podguzniki, mineral water and so on.

5. Business the plan of apetki compulsorily must contain the calculations of the equipment of business. Computer programs will help to optimize the work of drugstore.
The effective work not only of drugstore, but also any commercial point is practically impossible without the contemporary computer programs. Having a good computer program, it is possible to track order and turnover of goods, the liberation of cash resources for the purchase of new goods and much other. Therefore compulsorily optimize the work of your drugstore with the aid of the computer programs.

6. It is possible to include in business the plan of drugstore the creation of united reference service.
The creation of united reference and information service will significantly facilitate search by your clients of one or other preparation or another. In the network of the drugstores "36,6" this service exists narrower than five years. During the day we is processed to 200 thousand bells. If client turned himself to us for the medicine, and we according to one or the other reasons cannot now grant it, we direct it into other drugstores, where this preparation exists. We consider that if us rang man, we were obliged soak to it in any event. Client will memorize, that precisely according to this number of telephone him they rendered assistance, and this greatly much means.
Furthermore, you can grant to your clients this service as individual order, in the case of the absence it of the preparation interesting. We, for example, write the coordinates of this client, search for the necessary medicine, and if it is registered, we order him, after which the client can drive up after it into any of our drugstores.

7. Create the pleasant atmosphere in the drugstore. This point can and not enter into the business of paln of drugstore, but it not is less important rest!
We wanted to change the prevailing stereotype by years. We conducted the number of marketingovykh studies in order to understand however, that our potential client nevertheless wants. To its surprise, the first, that we revealed, there was the fact that people walk into the drugstore only if it is already sick and they respectively receive it on the level with the hospital. For example, there were such opinions; "with child 4 there I will not go, because there walk only sick people". So that originally we wanted to suggest to our clients, that into the drugstore it is necessary to go first of all for the preventive maintenance of disease, that it is necessary to constantly worry about ourselves and about its health. And this succeeded for us - today we position ourselves as the retail network of goods for the beauty and the health. People say already that they will go not into the drugstore, but into "36,6". In the drugstore always must be purely, beginning from the well washed out walls and the floors, all colleagues, up to the cleaning woman, they must be neat dressed, personnel it must be polite and competent. Do not forget to ensure convenient access to all goods, proposed in your drugstore. For example, in the network of drugstores "36,6" preparations of bezretsepturnogo leave and parafarmatsevticheskaya production are arranged on the cabinets subjectively: means for the maintenance of body, febrifugal means, which anaesthetize and so on. All these trifles must be takeed into account, indeed when is created the atmosphere of cleanliness, comfort and benevolence, to any person it will be wanted to arrive precisely at you.

8. It is not possible to compose business the plan of drugstore, without studying the moment of the advance of firm for the market. Make your name that learned.
With the aid of the advertisement on the television, the external advertisement create name itself. Make so that they would learn you. This will help to conquer its own clients, who will go precisely to you.
After conducting of marketingovykh studies, our advertising policy was constructed as follows: we are active on the television, in the metro, they were occupied by address distribution. As a result, we attained the main thing - they began to recognize us. It today for us no longer is necessary to carry out so active advertising a policy. However, with the fact that already there are 57 drugstores: 47 brendovykh and 10 municipal drugstores, which we plan in two or three years to perebrendovat', to completely reject the advertisement we do not intend.
Now we carry out advertising actions more inside the company - marketingovye measures of producers, marketable actions {two packings on price by one), reduction in the prices of some preparations. In all drugstores "36,6" are extended residency cards with all addresses and telephones of the drugstores of network.

9. You will include in business the plan of drugstore the possible versions of the development of business, for example, pharmaceutical networks to open more advantageous.
Probably, you noted that literally for the past and for this the years are actively developed precisely the network of drugstores. And to this there are objective reasons. First, to one commercial point it is very heavy to survive in the contemporary business, stronger and important competitors simply will eat it. In the second place, to pharmaceutical networks to more simply and more cheaply achieve advertising policy and to conduct marketingovye studies. Thirdly, to more easily carry out price policy, first of all due to the reductions (the greater the volumes, the greater it is possible to obtain reductions in the suppliers), the recommended itself brand. to Company- producers also more easily to work with several networks how with hundreds of small points, they obtain more than guarantees, the large volumes of purchases, yes even to logistically build process with the ten times important partners much more easily is more advantageous than with hundred small.
Furthermore, net structures to the larger degree are protected from the false or poor quality preparations, because they work, as a rule, either directly with the producers or with official distrib'yutorami, which well recommended themselves on this market, whose quality of the bought preparations is always guaranteed. However, as far as the complexity of control not of one drugstore, but by network is concerned, I consider that cannot be governed without it is clear the comprised instructions and the control of their fulfillment by this large network. From the position of our experience it is possible to advise to create the clear list of business- procedures as this done in the network of the drugstores "36,6", where it will be strictly prescribed, what to allow reports, in what time, who and that must make, up to that, how often wash equipment and by what means. Naturally, the list of these procedures periodically is corrected.

y0.Bor'ba with the competitors does not enter into business the plan of drugstore and nevertheless...
The level of competition on this market undoubtedly is high. In order to remain on the already occupied positions, and especially to defend its right to existence, it is necessary constantly to work: to study the activity of competitors, to search for newer and newer motions - and strategic, and advertising, and, possibly, price. But indeed without the development and the business not it will be.
The concept of the development of the drugstores "36,6" was originally oriented to the middle class. It was intended to grant the high level of service (for which was stocked up a good expensive equipment) for the appropriate price. However, the concept of middle class somewhat changed after the crisis of 1998, and for us it was necessary to sharply reconstruct their strategy. We did not want to reject the high level of service; therefore it had to propose the competitive prices (below average on the market) in order to draw buyers to ourselves. We convinced shareholders of the need for lowering prices, but leaving service at the same high level. However, a constant price fight, in my view, is not entirely effective, because always company will not be able to work on low marzhe or on reduction in the prices this simply not profitably. Main thing - combination of price and service: clean drugstore, the polite and qualified personnel, a good assortment. But the companies, which propose minimum prices, will hardly be able to support the worthy level of service.
Today many go on that already passed by us ways, takeing into account our errors and deficiencies, and, possibly, it somewhat simpler than it was to us, but the main thing as before remains one - in order to achieve success, to go around competitors and to occupy its worthy place in this business, you must find your horse, your raisin.

Is here given only exemplary business the plan of drugstore. In order to compose business the plan of drugstore taking into account the special features of your business, be turned to the specialists.