How we opened and then closed the online store

Good day to all.

Traditionally, it is customary to share successful stories, they say, it was very difficult, but we all survived and now we are a very successful company. I want to tell you the story of the creation of my online store "Tafigoods" without a happy ending. Honestly, I could not start at all, for two weeks I was going to either thoughts or spirit. Indeed, admitting your failures is not an easy task. In general, if my experience will be useful to those who are only at the beginning of the journey, it means that I tried not in vain.

A bit of background. I worked as a clerk, sat in a cozy warm office, where you can always pour yourself delicious hot coffee, received a salary at the end of each month, and in general everything was stable and good. But over the years, you begin to get used to all this and value less and less, a desire appears to jump higher and do something new. Having read various success stories on Habré, I came to the conclusion that we need to open my own business. After all, the main thing would be desire, so it remained to find a promising direction. Given that I work in the logistics business in an American company, nothing else occurred to me how to distribute anything exclusive from the USA. I began to consider different directions from goods for sports to electronics and clothes. During negotiations and correspondence with manufacturers, the thought came that there is no point in identifying one promising direction, all the more so with any mistake, the risks can be fatal, something like “don’t put everything in one basket”. As a result, I came to the conclusion that we need to carry a little and sell everything, identifying the most interesting direction. In addition, since now there is a trend in all sorts of gadgets and in general various mobile stuff, then we will be more inclined towards this. The assortment of the store will consist of gadgets and accessories for them, household goods, outdoor activities, etc. We ruled out clothes because of the need to have different colors and sizes, as well as smartphones and tablets because of the lack of margin in them, and indeed, they are sold to everyone. that you need to carry a little bit of everything and sell it, revealing the most interesting direction. In addition, since now there is a trend in all sorts of gadgets and in general various mobile stuff, then we will be more inclined towards this. The assortment of the store will consist of gadgets and accessories for them, household goods, outdoor activities, etc. We ruled out clothes because of the need to have different colors and sizes, as well as smartphones and tablets because of the lack of margin in them, and indeed, they are sold to everyone. that you need to carry a little bit of everything and sell it, revealing the most interesting direction. In addition, since now there is a trend in all sorts of gadgets and in general various mobile stuff, then we will be more inclined towards this. The assortment of the store will consist of gadgets and accessories for them, household goods, outdoor activities, etc. We ruled out clothes because of the need to have different colors and sizes, as well as smartphones and tablets because of the lack of margin in them, and indeed, they are sold to everyone.

At this point, I had a partner, because I understood that great things can only be done by a team. So, we started with the following set: starting 600 thousand rubles, “a la” team, even wrote a business plan, in which we tried to describe in detail all the stages, from procurement to implementation and marketing. And most importantly - we had a great desire! The business model was simple: we buy various interesting products on Amazon and eBay stocks, and not all in a row. There was even a purchasing algorithm: we see something interesting in the action, we check according to reviews on Yandex.Market (so that there is a minimum of 4 stars), then the filter worked at a price: if it is two times lower, we buy it. Then the goods were delivered to Moscow, and we must admit that this part of the entire business chain was best worked out. Since I have been engaged in the logistics of goods from the United States for a long time, then in terms of price and time we had clear advantages over competitors. Actually, at the price we wanted to conquer the market. After all, we saw sales only and only through Yandex.Market, since, having basic knowledge on selling goods via the Internet (thanks to books and different courses), we came to the conclusion that relying on website optimization will not give us much, as we planned perhaps make itself known in the most competitive environment. Contextual advertising was expensive for us for the same reason, we could not interrupt the bets of monsters in this market. Therefore, we had to be content with low-frequency requests, which we actively did. As a result, Yandex.Market was the most suitable tool for a startup with a click price of 3 rubles. After all, we could afford to put the lowest price in the range and customers would line up on the store’s website.

In March of this year, we begin the practical part: we wrote a technical assignment, developed a design, logo, etc. The site developer, having familiarized himself with the task, set the deadline to 2 months. We were delighted with this situation and decided that in early May we open and lay the month for testing and corrections. Considering that a month for “running-in” would be enough for us, we decided to prepare for the summer season, especially since we could not open a store without an assortment. All of March and April, we were engaged only in the site and the purchase of a minimum range for launch. The goods arrived literally in a week, but since the store admin panel was not yet ready, we wrote texts for future product cards. How did you write the lyrics? Something was transferred from Amazon, and as a result, the original text was obtained, something was rewritten. And the developer, meanwhile,

They planned to make the store with a small chip: we divided the store into three departments. In the first section there were only four products at a price of equal cost, but the offer was available only one day. The next day, the product went to the next department and the promotion lasted 3 days, but at the same time the price became slightly higher. Three days later, the goods went to the third department, where there were no limits anymore. In general, we considered that this system of shares would attract visitors and designated this in the business plan as the main element of marketing.

In April, I still managed to drive to the United States to distract myself and, as they say, "start a business with fresh forces." Then May came, but we could not launch the store, as the developer began to have difficulties that he carefully concealed. In the beginning, he told us that he misunderstood the stock system, i.e. the transition of goods between departments, then the programmer who led our store quit his job. And the developer announced a new deadline. It was a real shock for us. There was no point in swearing and making claims, as I would have to look for a new contractor. And there was definitely no time for that anymore, all the more so there were no guarantees that we would find a better one. In general, we tuned in to a new deadline. And the next two months (June, July) we stupidly sat on the shares and caught the proposals that were suitable for us and “filled the store shelves” with goods. Finally, On August 4, we start up and take for ourselves one month to test and refine the roughness. It should be noted that in case the developer of our site reads this article, he billed us with a 50% discount. This at least somehow reassured us and made it possible to purchase more goods. By the way, by this time we had already packed up our entire warehouse with goods for the initial minimum assortment and our starting money was almost over.

Well, then the most interesting: the stage of registration and verification of our store in Yandex.Market begins. Honestly, we were sure that this was more of a formal moment and the Market’s task was to check the site for errors, etc. After all, we will become their customers and will pay for each click, plus it was planned to conduct contextual advertising for individual products. But how much we were mistaken and could not even imagine what lies ahead!

We went through all the basic procedures for registering a store on the Market, prepared a price list with a small list of products, and sent everything for verification.



On the same day, a woman called us under the guise of a client, trying to buy one gadget. Basically, she was worried about how she could pick up the goods at home, so she asked for details at the address until which time we worked, etc. The call immediately seemed strange, although there were hopes that it was still a real customer. In any case, after the call, a letter came that we did not pass the check, since it was not completely clear how our pick-up point was organized.



We immediately sent a detailed letter about our pick-up point explaining that we do not have a retail point of sale, that we have an office where, in fact, a pick-up point is organized. The next day, we again sent the store for inspection.

And here the real test began for us. Different people called under the guise of customers. At first the girl called, it was impossible to hear her, periodically something was cracking in the receiver. With great difficulty, I managed to record her number in order to make a call myself. Oh miracle! When I called back, the audibility was already beautiful. I answered her questions about a product of interest, she thanked and took a timeout. The next call was already in the evening from a man who was constantly trying to find me at relatively low prices. I told the truth: the store is just starting up, so we attract attention. He formed an order, and we agreed on delivery the next morning at 10.00. The next morning, our delivery department in my face hit the road. I was a little nervous, because before leaving at 9.00 I sent an SMS to a client with simple content that the order left the office, but no answer came from him. Nevertheless, I could not risk it, because he asked to bring the goods to the specified address by 10.00. Arriving at the address, I phoned the client, and in response I heard that the goods had already been delivered to him yesterday and he was sure that we did it. I explained to him that he had mixed up something. He also explained to me that he had already bought the goods, and he deeply apologizes for making me go through the whole city. And an hour later, a letter came from the Market that the store did not pass the check again, since the PSRN was not indicated on the site: and he deeply apologizes for making me ride through the city. And an hour later, a letter came from the Market that the store did not pass the check again, since the PSRN was not indicated on the site: and he deeply apologizes for making me ride through the city. And an hour later, a letter came from the Market that the store did not pass the check again, since the PSRN was not indicated on the site:



Naturally, we immediately made changes to the site and again sent for verification. And it all started all over again. The call from the “new customer” and again I can’t hear it in the receiver, you can make out only 30% of what he asks. I politely ask for a phone that will make it convenient for him to receive a call, but this round was more difficult, because the client says that he is calling from a work phone and can’t talk on his cell phone. I have to press the phone to my ear hard to at least hear something. The client makes an order and indicates the delivery time: again 10.00 the next day. In the order, he indicates the mobile phone by which I call back to confirm the order. In the morning, according to the previous scenario, I can’t get through to him and get no SMS reply, but nevertheless, I’m leaving: after all, this is a client! I arrive at the place 30 minutes earlier and wait at the entrance. I was sure that this order was also a check, but it was likely that a Market employee specifically wanted to meet and see if I followed all the rules, for example, that there should be a check, that the goods were in packaging, etc. At 10.00 I call the client, and he decided to change his mind and for some reason forgot to inform about it last night. Well, in principle, I’m not upset, because I understand that I did everything right and with a calm soul I return to the office. A bell rings along the way, but already official, from Yandex.Market, in order to clarify the category of the store and other details. I come to the conclusion that this is the last call and I have already been transferred to the clearance department. Joyful I go into the office .... And then the bell. Again a man, again asking about different goods, I politely answer all his questions. The "customer" is clearly worried that the price is below average, that the product may be fake. I try to explain everything about prices, and about the exchange of goods. He says he will think again and hang up. A few minutes later a letter arrives with the following content:



I am writing an answer asking for comment on what needs to be fixed. It turns out that we were finally refused, and to make other attempts to defeat Yandex. There is no point in the market. My nerves begin to shake, as my head instantly understands that if the Market finally banned us, then it breaks all our plans. Then I remember about all the goods that I bought for the assortment, and it gets worse for me. I begin to call them, trying to understand what the problem is, I re-read the letter several times. The partner is also in shock. We re-read the requirements for promotional materials. We begin to cling to everything in a row: there were several products in the line that came to us in non-factory packaging, we indicated this in the product’s card, probably, an employee of the Market could have suggested that the product was “gray” or fake.

Thus, we calm down a bit and develop a further plan, since no one was going to give up. We removed from the assortment all the goods that were unpacked, although there were no more than 4-5 such goods. Added information about the availability of goods in the card. And after two weeks we decided to go again for a check, but it turned out that functionally we can’t even press the “Send” button in our office. I call and write to them again. And again the answer comes that the store is completely rejected and that no matter what we do, nothing will change.

Well .... I have to forget about Yandex.Market. It was only later that knowledgeable people told that there was no fair competition in the market and the Market works on the side of large players, from whom it receives huge marketing budgets. And such stores as ours, which can afford to lower prices, since they do not have gigantic operating expenses for maintaining staff and endless storage facilities, they simply do not miss. The conclusion was unequivocal: we climbed into the wrong sector.

But these two weeks we did not sit idly by, we tried other alternative sites: we easily accommodated on Mail.Products, and without any checks. Then we set prices at the lowest level of the range, but for the month from this site did not receive a single order.

We also tried to accommodate on Price.ru. They sent them a price list, which was accepted by the support service. Then it was necessary to replenish the account, which was done. After all these procedures, we were assured that now it remains to wait for the appearance of goods on the site. Two weeks passed with periodic calls to them. But the product did not want to appear on the site. We were assured that a manager would contact us soon. When my patience was exhausted, I wrote a strict letter that it was impossible to do this with clients and asked to give instructions on how to withdraw funds. Here, Price.ru reacted promptly and it turned out that our price list needs to be finalized. But by this time, our entrepreneurial optimism had run out and we started the sales process. Sold through Avito, the cry of friends about unprecedented discounts was thrown. Actually

The main conclusion from this whole story we made the following: we did not calculate all the risks to the end, since we put everything on Yandex.Market and were not ready for such a scenario. Now we are sure that opening a store in a niche “all in a row” is not worth it, at the moment we are preparing to launch a new project, but in a narrower segment. And we calculate that sales should be not only through one platform.

Also popular now: