Голосуй за лучшего работника торговли!

Мы сами сформировали свой рынок


В этом номере «Навигатор» запускает новую рубрику «Фри-райд», в которой мы будем рассказывать об успешных стартапах в Кирове и области. О своем опыте в интернет-бизнесе нам поведала Светлана Держаченко, директор интернет-магазина „Модная мамочка“.

Идея

Магазин работает с февраля 2011 года. Идея возникла так: в сентябре 2010 года у меня родилась дочка, а поскольку я имею такой нестандартный размер – 38, граничащий с 36, мне очень сложно было подобрать одежду для кормления, искала по нашим кировским магазинам, оказалось, что ее в городе у нас нет вообще. Нашла только одну блузку, довольно дорогую, да и то она оказалась большого размера.

Полезла в интернет, там предложения есть, но опять, при моем нестандартном размере, заказывать по почте - это лотерея. Поэтому я решила сразу открывать магазин.

Инвестиции

Сначала была идея открыть стационарный магазин, но на него нужен большой начальный капитал. К тому же прикинула, что целевая аудитория – это мамочки, которые тоже в декрете, а они не мобильны. Поэтому выбрала формат интернет-магазина. Это позволило нам продавать по минимальным розничным ценам. Сделали курьерскую доставку на дом и представили ассортимент, которого в городе до нас вообще не было: одежда для кормления, слинги и слингоодежда. Плюс курьер, который развозит заказы, девушка слинго-консультант. Она может рассказать как пользоваться этим приспособлением, поможет усадить ребенка, привозит несколько видов на выбор.

Постепенно, вложив 20 тысяч – начали работу. Разработку сайта заказала мужу, он у меня пишет профессионально сайты. Вообще мне очень много помогали родственники и друзья.

Первые заказы

Я сама ходила в клуб слинго-мам и, поначалу, информацию о магазине распространила там. Но это очень маленький, конечный рынок. Поэтому стала размещать информацию в социальных сетях, использовать обменную карту и раздавать визитки, листовки. Постепенно о нас стали узнавать мамочки, которые со слингами никак не связаны и вообще узнали об этом впервые.

Таким образом мы создали клиентскую базу и даже тренд. За прошлое лето мы продали слингов такое количество, что когда осенью пошли заказы на слингокуртки мы просто не успевали их обрабатывать.

Недавно я узнала про клуб бизнес-инкубатора, стала туда ходить, и заняла второе место в конкурсе „Молодой предприниматель – 2012“, в номинации „Успешный старт“. 

Конкуренты

Вообще мы сегодня самые продвинутые в Кирове, нас сейчас уже копируют, но пока мы идем на шаг впереди. Я посмотрела статистику, мониторила конкурентов, получается сейчас почти все магазины для беременных начинают возить слинги. Но они на этом не специализируются и не могут держать ту цену, которую предлагаем мы. 

Получается мы сами сформировали свой рынок в Кирове. Он был в зачаточном состоянии, а сейчас мы охватываем почти 80% целевой аудитории города. А вообще, рынок товаров для беременных и кормящих сейчас растет почти вертикально. Конкуренты, конечно, будут появляться, но мы постраемся их опережать. 

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Комментарии

Да, действительно, это самый лучший магазин для мам :) И очень во время появился в нашем городе - с рождением моего сына, практически :)

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