05 September

Как увеличить прибыль Интернет-магазина?

0031_logoНа днях на просторах ФБ наткнулся на весьма интересный пост, который вызвал шквал комментариев и бурное обсуждение. Действительно, вопрос увеличения прибыли компании (в нашем случае Интернет- магазина) – это острая проблема, с который сталкивается практически каждый собственник. В сети много курсов типа «как создать Интернет-магазин с нуля, за день, без денег и т.п.», но почему-то в этих курсах не поднимается вопрос прибыльности от этой деятельности. Сегодня будем говорить про увеличение прибыли Интернет-магазина путем оптимизации статей расходов.

Итак, какие вводные мы имеем:
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Дела, как мне кажется, крайне унылые. Даже если бизнес ликвидировать, то, не имея базы клиентов или имея мертвую базу (по которой никто не работает сейчас), вряд ли удастся продать данный готовый бизнес за 1 000 000 рублей. То есть покупатель не дурак, он то потом оптимизирует расходы и увеличит прибыль Интернет-магазина, но на этапе покупки будет давить на текущие показатели.

Давайте попробуем посмотреть, где и что нам нужно перестроить, чтобы не содержать магазин, который вас не может прокормить.

ФОТ

ФОТ (фонд оплаты труда) – самый крупный кусок расходов, не считая закупки товара. С него и начнем оптимизацию.
0031_02

Сначала про общие цифры. При организации как ИП, вы обязаны уплатить от 20 до 38% в фонды + 13% вычесть из зарплаты работников. Таким образом из ФОТ 28,5-37% идет не в руки ваших сотрудников, а в различные фонды и на налоги. В абсолютных цифрах это 67-87000рублей в месяц. Самое простое, что можно придумать – сделать из сотрудников индивидуальных предпринимателей, заключить с ними договоры. В результате существенно сэкономить. ИП будет платить свои 6% УСН, то есть ваш выигрыш может составить 22-31% или 51,5-72,5 тыс. рублей в месяц. Естественно, не стоит забывать про пенсионные отчисления сотрудников: их можно заложить в бюджет, выйдет порядка 5-6 тысяч рублей в месяц на 3 ИП. Не совершая ничего противозаконного, не изменяя работу компании в целом, вы можете увеличить прибыль магазина на 300% минимум.

Теперь стоит поговорить про SMM-специалиста. Наверное, я Америку не открою, что для Интернет-магазина все же важнее SEO специалист, а потому уже SMM. А теперь вопрос: много ли вы знаете небольших магазинов, которые готовы оплачивать работу личного SEO специалиста в штате? Вот и я не могу понять, зачем нужен SMM специалист в штат, да еще и в Москве. Наверняка выгоднее найти специалиста на стороне, причем в регионах есть квалифицированные карды, умеющие работать качественно.

Вообще, сразу вспоминается ситуация, когда два человека жалуются: да где же их сейчас найти, порядочных квартиросъемщиков… один наркоманы и проститутки. Ну и второй в ответ: где бы вот найти хорошую квартиру, чтобы можно было спокойно жить. Так кругом, не бойтесь экспериментировать, хороших людей намного больше, чем может показаться на первый взгляд.

Далее необходимо сказать про деньги, которые ваши сотрудники получают на руки. После уплаты всех налогов и прочих взносов у вас на руках должно оставаться порядка 150 тысяч рублей. То есть в среднем каждый работник получает на руки порядка 50 000 рублей. На мой взгляд, вы переплачиваете. То есть данную статью расходов можно смело уменьшить на 20%.

Следующий пункт: схемы демотивации. Есть убеждение, что системы мотивации не работают, работают только системы демотивации. Пока человек не начнет терять своё из-за невыполнения своих обязанностей, пока ему не будет страшно от этих потерь, он хорошо работать не будет. Наверняка работники совершают ошибки, из-за которых магазин лишается части прибыли. Настоятельно рекомендую прописать систему штрафов за «сбивки» в работе.

Доставка товара

Я не знаю, как у вас организована доставка, вполне вероятно она бесплатная. На практике имеет смысл давать покупателю выбор, а не жестко прописывать: «стоимость доставки 350 рублей».
0031_03

Есть три типичные группы клиентов:

  • «нам горит», поэтому мы готовы отдать любые деньги, лишь бы получить товар как можно раньше. Для таких клиентов используется дорогой специальный тариф, на такой доставке можно и заработать. Пусть срочная доставка будет стоить в 4-10 раз больше обычной.
  • «нам бы побыстрее, но мы не готовы переплачивать» – стандартная схема, когда товар доставляется в течении 1-3 дней, в этом случае нам важно не терять прибыль магазина на доставке.
  • «не срочно» – хорошая группа клиентов, они всегда заранее планирую свои потребности. Именно поэтому они делают заказы заранее. Таким клиентам можно предложить бесплатную доставку в течении 4-7 дней. В этом случае мы экономим на групповой доставке товаров, то есть мы заранее планируем маршрут доставки таким образом, чтобы за максимально короткий срок обслужить как можно больше клиентов, находящихся в одном месте.

Предложив покупателю выбор, вы не только увеличите лояльность, но и уменьшите свои расходы на доставку товаров.

Забор товара

На данный момент, наверное, этот пункт сложно оптимизировать. Дело в том, что меня смущает стоимость аренды офиса. Она очень мала, так мала, что зависть берет :) Тем не менее, вариант все же предложу. Обычно поставщик предоставляет возможность доставки товара. Как вариант найти смежное помещение небольшого размера, сделать мини-склад товаров, которые пользуются постоянным спросом. Чаще всего этот спрос можно прогнозировать. Опять-таки, если качественно проработать варианты доставки, то возможно уменьшить количество рейсов водителя для забора товара.

Налоги

Как говорится, здесь без бу… не разобраться. Бу – это не бутылка – это бухгалтер, причем опытный. Каждый случай индивидуален, нужно выбирать оптимальные схемы, стараться как можно меньше отдавать государству, если оно позволяет нам это делать.
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Ну а для начала можно почитать материалы на налог.ру, например, есть хорошее пособие, в котором на пальцах расписаны варианты налогообложения ИП.

Наиболее правильным является расчет налогов по различным вариантам налогообложения с выбором менее затратного. Далее на деле проверить (взять другой год), не ошиблись ли мы с выбором.

Колл-центр

С учетом того, что:

  1. Реклама вынесена как отдельная статья расходов, могу сделать вывод, что колл-центр не занимается прямыми продажами, то есть обзвоном потенциальных клиентов.
  2. В магазине 380 заказов в месяц, а в месяце пусть будет 20 рабочих дней, то получаем 19 заказов в день. То есть наш фасовщик имеет нормальную нагрузку + небольшой запас.

0031_05

Возникает вопрос: а чем занимается главный менеджер? У меня складывается серьезное ощущение, что как раз в вашей компании главный менеджер и является человеком, который деньги получает, а не зарабатывает. Без изменений в оплате труда на главного менеджера (почему он главный?) можно возложить весь функционал, который вы отдали на аутсорс колл-центру. Тем самым вы существенно сэкономите.

Контент

Честно говоря, даже не представляю, что можно писать на постоянной основе на такие деньги. Есть хорошие копирайтеры, которые пишут недорого, буквально 1-2к рублей за хорошую статью. С этой статьей расходов вам надо однозначно разбираться! Велика вероятность, что вы платите некому копирайтеру 1000 рублей за 1к символов, а по сути можете найти исполнителя в 5-10 раз дешевле, тексты которого будут качеством не хуже.

А если говорить не про статьи, а про описание товаров, то вполне возможно один раз у нормальных оптимизаторов заказать качественное шаблонизирование карточек товаров и забыть про эту статью расходов надолго.

Реклама Интернет-магазина

Здесь выходит комично: на доставку бюджет в 3 раза больше, чем на рекламу. Непонятно, как можно увеличить прибыль, уменьшив объем рекламы? Я и сам не знаю, поэтому есть предложение увеличить объем рекламы. По самым грубым прикидкам ваши сотрудники недогружены процентов на тридцать. Поэтому, увеличив рекламный бюджет, вы значительно увеличите оборот при тех же затратах на делопроизводство.
Вообще про затраты на рекламу надо говорить вдумчиво и отдельно. Первое, что необходимо понять, какие каналы продаж вам дают клиентов, какое количество клиентов они дают, какой оборот создают, каковы затраты на каждый канал. Естественно на основе данных можно и рассчитать стоимость привлечения клиента по тому или иному каналу. Проанализировать возможность масштабирования канала, выделить приоритетные направления и усилить внимание к ним.

Главный вопрос: как это сделать? В теории все просто, на практике не делает практически никто, кроме крупных игроков. На самом деле не так страшен черт, как его малюют. Необходимо настроить Яндекс Метрику + call-tracking. Это можно сделать самостоятельно, либо заказать на стороне (например, у меня). Не буду рекламировать какой-то определенный call-tracking, их сейчас достаточно много, функционал достаточно типовой. Можно обойтись без трекинга, но желательно иметь хотя бы запись разговоров менеджеров, чтобы понимать, насколько плохо они работают. Уверен, вас ждет много неприятных сюрпризов :( Это нормально.

Итак, на основе Яндекс Метрики мы начинаем понимать, сколько денег нам приносят поисковые системы, сколько социальные сети, а сколько денег мы можем иметь, отказавшись от всех услуг, отпустив магазин в свободное плавание без smm, seo, директа, адвордса, копирайтинга.

Предлагаю отдать все работы по рекламе в руки сторонних специалистов, только необходимо:

  1. Ставить четкие цели на год вперед,
  2. Выбирать правильные метрики по оценке работ сторонних специалистов (например, количество лидов в единицу времени, которые вам будут генерировать специалисты),
  3. Иметь финансовые гарантии, внимательно читать договор.

0031_06

Здесь возникает следующий важный вопрос: как контролировать или руководить процессом, когда нет времени/желания этим заниматься. Ответ прост: никак. Искать исполнителей под ключ, которые по сути за ваши деньги возьмут на себя работы, экономя ваше время. Не надо связываться с компаниями, которые, например, из продвижения делают секрет полишинеля. У исполнителя должен быть простой, понятный план действий (желательно, чтобы и смета на основе плана была) и прогноз по срокам и результатам работ. Если основным инструментом исполнителя является закупка ссылок, то я бы 10 раз подумал, стоит ли с ним связываться.

Еще в рамках рекламы хотелось бы сказать, что пристальное внимание необходимо уделить клиентской базе. Я не знаю, ведется ли сейчас работа в данном направлении. Но делать ее однозначно надо. Зачастую привлечение нового клиента обходится дороже, чем повторная продажа старому. Для этого опять-таки велосипед изобретать не надо – есть отлаженные системы касаний, которые можно использовать.

Подводим итоги.

  • ФОТ – если не будем кошмарить сотрудников, просто переведем их на ИП, то минимальный выигрыш 50к рублей.
  • Доставке путем предоставления покупателю выбора даст порядка 20% экономии (15к рублей).
  • Забор товара, Налоги – вопросы открытые, нет возможности что-то спрогнозировать в цифрах. В любом случае, грош цена тому бухгалтеру, который вам не сэкономит 120к рублей в год (10к рублей в месяц).
  • Удаление из процессов колл-центра, экономия 24к рублей в месяц.
  • Контент, если сильно не разбираться, стоит поручить СММ специалисту, будете хотя бы видеть, чем он занимается :) (ничего против смм-щиков не имею). Но если без напряга для сотрудников, минимум половину бюджета данной статьи можно экономить путем более тщательного подбора исполнителей. То есть экономия минимум 11к рублей.
  • На рекламе не будем экономить, надо наращивать объемы, заниматься маркетингом. То есть пока просто оставим данную статью как есть, но в идеале она должна расти, как и прибыль компании.

0031_07

Итого экономия составила 110к рублей. Надо вспомнить хорошую пословицу: сэкономил – значит заработал. Начальная чистая прибыль была 17 000 рублей, после оптимизации станет 127 000 рублей, то есть в 7,5 раз больше.

На этом на сегодня всё, пора заканчивать. Напоследок картинка:
0031_08

Сегодняшний главный вопрос: а тем ли мы с вами занимаемся? До новых встреч!

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