How to open a museum in a private house. How to open a museum with exhibits? Room for the museum

Creative people approach entrepreneurship outside the box, turning a hobby into a business. Museum opening: features, profitability, business plan for the implementation of the original project with the calculation of return on investment.

The museum is often associated with historical and monumental areas - local history, art, military. In fact, absolutely any thing can be exhibits, the main thing is that the interest of the general public should be present. Often the idea to organize a museum as a business comes to the mind of an established collector, and then it remains to solve administrative issues.

Advantages and disadvantages

Before proceeding with the implementation of the idea, it is necessary to evaluate the advantages and disadvantages of the project to open an exhibition hall:

When implementing a business idea, you need to pay attention to critical points. For example, to schedule the museum so that people have the opportunity to visit the institution on Saturday and Sunday, as well as in the late evening hours.

Instructions for action

If we are not talking about the “museum at home” format, then first you need a business plan with calculations of basic indicators both for the ideological inspirer of the project and for attracting investors from outside:

1. Enterprise concept.
2. Registration with state bodies.
3. Room selection.
4. Repair and equipment.
5. Staff.
6. Advertising.
7. Financial calculations.

The steps are standard for the development of any business, but everywhere has its own characteristics.

Concept

In the museum business, it is important to decide on the format and theme of the institution. People's tastes are changing rapidly, so universal and enduring values ​​are chosen, or, conversely, something outrageous. For example, a lot of thrill-seekers go to the museum of erotica or instruments of torture.

It is easier in cities with an initial tourist orientation - people come to rest, try to get new impressions and broaden their horizons. Such a contingent will come to the museum on its own, the task of the owners is to clearly indicate their presence on maps, reference books, and guidebooks. A lot of effort goes into attracting an audience and creating a place of pilgrimage to an ordinary, unremarkable destination.

Museums are usually of 2 types:

• in room;
• open air.

There are also mono-museums and a mix of different themes united under one roof.

A good solution would be to combine entertainment and educational functions, for example, as it is done in the Darwin Museum, with elements of the show program, color music, and demonstration of film materials. Another niche in business is focusing on a narrow range of interests of a large audience.

This path was chosen by the museum of UFOs, boxing, retro cars. Fans in these areas number in the thousands, with constant updating of the exhibits, a stable flow of customers is ensured.

The artistic orientation is considered traditional - galleries and passages with paintings, photographs, installations. Visitors must be given the opportunity to purchase their favorite works.

Any private museum, created not for pure art, but for financial gain, receives a significant part of its income from the sale of additional services, the sale of original exhibits or copies. Often a fee is charged for permission to film and photograph on the exhibition grounds.

Before you open your museum, it is important to make sure that a similar institution does not operate in the city and its environs. Otherwise, the idea is doomed to failure - visitors will go to a well-known and popular place. Even if you make the most of advertising tools, pulling off an already small audience from competitors will be too expensive and unprofitable.

Registration

After the main direction of activity is chosen, it is necessary to formalize the business. You can register a museum in 2 ways:

1. Private enterprise in the form of LLC or IP.
2. Non-profit association.

In the second case, the focus is not on making a profit, but on acquiring a national and cultural status, with support from the state and subsidized activities.

If the theme of the exhibition concerns archaeological finds and valuable exhibits, then it is necessary to obtain approval from the Ministry of Culture. Otherwise, no special permits or licenses are required.

room

The territory for placing exhibits is selected for the intended purpose. If an open-air museum is planned, then a land plot with a lease term of more than 20 years or acquired as a property is required.

Any room is suitable for a closed exhibition. The organizers specifically choose abandoned production areas to save money and for the sake of a large space. Small expositions are placed in halls with a small quadrature. Since it is assumed that several people are present in the room at the same time, a minimum of 40 square meters is calculated. m.

Basic requirements for the premises:

• separate location;
• entrance for transport and parking place;
• installation of a fire and security alarm system;
• availability of communication systems.

It all depends on the specific type of collection and the form of project implementation. Lease payments will be included in the fixed costs of the business, so it is better to find a profitable option in advance. If it is known in advance that the exposition will be open for several months of the year, then it is beneficial to conclude an agreement only for this period.

When renting premises, there is a risk of termination of the contract. Since location stability is a key factor in museum activities, the best way out is to invest in the acquisition of real estate.

Repair and equipment

The design of the premises is carried out in accordance with the general idea of ​​the project. In some cases, repairs are not carried out. For example, in an open-air museum, a site is fenced off, and exhibits are placed on the territory according to a developed plan. A traditional showroom may need a themed design that needs to be remodeled, restored or intricately refurbished.

Usually the museum needs to install:

1. Fire and security alarms.
2. Shelving structures.
3. Showcases.
4. Fixing systems for walls, floors, ceilings.
5. Furniture for visitors.

Most often, exhibitions are held indoors, so it is necessary to take care of high-quality lighting in the halls and equip exhibits with additional lighting.

If an interactive model of the functioning of the museum is envisaged, then screens, a stereo system, and computer panels will be required. To prevent damage to the collection, the exhibits are protected from direct contact with people. But most visitors are attracted by the opportunity to touch interesting things, so it makes sense to allocate a zone where some of the objects are allowed to be viewed close up.

The museum needs a department to provide additional services - the sale of goods and souvenirs, a photo platform, holding master classes. It is necessary to allocate a small area for the needs of staff, administration and sanitation.

Staff

A large number of employees are involved in large-scale museum projects:

• tour guides;
• collection specialists;
• managers;
• show organizers;
• auxiliary workers;
• guards;
• accountant.

The owner can organize and present a modest exhibition on his own, attracting third-party organizations for individual needs - advertising, security, record keeping.

The staff is better to recruit specialists with experience in the museum field. Private business attracts employees from public institutions with higher salaries and a variety of activity formats. Therefore, with sufficient funding, it will not be difficult to hire qualified personnel.

Here you can download for free as a sample.

The initial stage of launching a project to open your own museum will not do without advertising costs. If the target audience is clearly defined and not numerous, then it is enough to create a high-quality optimized website, pay for the first places in the issuance of search sites and post information on thematic forums.

In a situation where the museum was conceived for a wide range of visitors, it is necessary to act on a larger scale:

1. Cooperation with educational institutions and municipal authorities.
2. Installation of signs and information boards in crowded places.
3. Internet advertising.
4. Announcements in the media.
5. Representation of interests at thematic conferences and exhibitions.
6. Conclusion of agreements on mutually beneficial work with competitors - domestic and foreign.

A traditional museum housed in a large room can provide halls for exhibitions of exhibits from other areas, thereby expanding the audience, which at the same time will get acquainted with the main collection.

Museums conduct educational, entertaining and educational activities. The more active excursions, lectures, master classes are organized, the more famous the institution gets and the flow of visitors increases.

Video: how to open a private museum in Russia.

Financial calculations

To determine the amount of investment and the profitability of the museum, it is necessary to have information about the traffic, seasonality, and ticket prices. For example, for the opening of an exhibition of weapons in a closed room of 50 sq. m. will need to invest (subject to ownership of the collection and the building):

If the acquisition of premises and exhibits is included in the number of expenses, then the cost of launching a project increases by 3-10 times. The collection may be wholly owned by the entrepreneur, or some of the items may be borrowed elsewhere - there are many nuances regarding the formation and evaluation of the exhibition.

Fixed monthly costs include:

• Communal expenses;
• salary;
• taxes;
• advertising;
• administrative.

With the passage of time and the growth of the museum's popularity, marketing costs will decrease to a minimum, although the activity to attract visitors cannot be completely stopped. The average monthly business costs are 250,000 rubles.

Visiting exhibitions costs Russians at least 50 rubles, the average cost is 300 rubles. Pricing is based on the group nature of museum trips - families, school classes, tourist groups. The ticket price is over 500 rubles. is unaffordable, therefore, such prices are set by establishments focused on a financially secure narrow category of customers.

With a work schedule with 2 days off a week, during the period of maximum activity, the museum receives up to 50 people daily. Monthly income is 330,000 rubles, profit - 80,000 rubles, profitability - 24%. However, such indicators are achieved within a few months, the rest of the time the revenue barely covers the costs. With a successful combination of circumstances, investments in the project pay off in 2 years.

According to entrepreneurs who opened a private museum, this business is very specific. Even with large investments and correct calculations, it is easy to fail - the demand for museum valuables is almost impossible to predict.

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To open a museum, you need to solve almost the same tasks as when opening a Firm.

Come up with an idea, preferably competitive, find permanent sources

Financing, placement in a passable place, recruit professional staff, etc.

STEP 1. IDEAS AND MOTIVATION

Absolutely any private museum begins with an interest in collecting. After There are enough exhibits in the collection to put it on public display, it is clearly Determine the motivation, it will largely determine the future museum policy. Want to Do you Open Museum to display its collection, or to find

Like-minded people and create a club of interests, or you want to earn money (rare case, An example is the Vodka Museum).

STEP 2. ROOM

The next step is the room. “It is advisable to acquire the premises, as Calm down, - says Dmitry Shneerson, director of the private Museum of the History of Photography. - The main disadvantage of the rented premises is the ever-growing rental rates.” There are also Another way is to look for a sponsor, such as a large enterprise or institution that could Place a museum in your building, or try to get premises for a cultural institution from Municipal authorities on the terms of preferential rent. So, the departmental museum became Created on a private initiative, the museum “Anna Akhmatova. Silver Age" in Avtovo, and Municipal premises were leased to several museums, including the Gramophone Museum And phonographs by Vladimir Deryabkin.

STEP 3. STAFF

Even a small museum should have at least 5 Employees. Second The man after the director - Conditionally - the main keeper. He must understand the Funds, keep records, know where The object is located, when and which exhibits should be restored, etc. Often he also performs Function Exhibition curator and decides which exhibits can be offered for display. You will also have to provide for the position of an accountant and a cleaner, you may need and conservation of exhibits, computer technician for equipment maintenance And maintaining the website, as well as a guide, preferably with knowledge of a foreign language.

STEP 4. BUDGET

If the museum operates in its own premises, then among the main monthly expenses - Salary, utility bills, restoration, website content, printing - leaflets,

Posters, brochures. The cost of buying exhibits from a private museum is not standardized. Even It is impossible to predict in advance how much a new item will be able to purchase.

Some exhibits can be received for free: donors like that their item will be Be in a museum.

Spread about the value of the collection among private museum workers is considered unsafe. “Once we start talking about what is worth, people will decide that we are getting Gifts and sell for big money, - says Dmitriy Schneerson. - Therefore, in our museum Generally there are no fees Services . We do not sell tickets, books, photos, cameras in We do not rent, otherwise suspicions will immediately begin that this is a shop, a cover for a serious commercial structure". The income of museums is made up of entrance fees and Excursions . Charitable donations, less often - grants for projects. To earn and achieve Payback, you can rent out premises, for example, for presentations, special events.

STEP 5. ACTIVITIES

In addition to designing a permanent exhibition, it makes sense to hold temporary exhibitions from our own funds and in collaboration with other collectors or artists. This is a good information occasion: exhibition announcements get into the media posters, which increases the flow of visitors. Thus, the Museum of the History of Photography holds exhibitions of Russian and foreign photographers, the private Puppet Museum - exhibitions from private collections. The non-state Nabokov Museum also hosts concerts, lectures, and performances.

Dmitry Shneerson, Director of the Museum of the History of Photography and Chairman of the Board of the Era Fund for the effective disposal of assets, opened his museum out of a great love for photography.

$ 2 - 5 thousand - monthly costs for the maintenance of a private museum in its own premises, not counting the purchase of exhibits.

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In this material:

Private museums are a promising and interesting direction for organizing your own business. This niche is in stable demand in Russia, especially in cities with developed tourism. How to open your own museum and make money on it? A ready-made museum business plan will help to understand these issues.

Advantages and disadvantages of opening a museum

Each business has positive and negative sides that an entrepreneur will certainly face - the simplicity and complexity of the organization, competition, payback, etc.

Advantages of the museum business:

1. Does not require licensing. To open such a business, you do not need to obtain a license to operate. For example, to create a magazine, you need a license from the Ministry of Press. For a museum enterprise, such documents are not required.
2. The relevance of the idea. Museums always attract tourists and lovers of antiquity. Among them are major collectors who prefer to book private tours.
3. Ease of organization. There is no need to maintain a large staff.
4. Fast payback.

Flaws:

1. Location dependent. If the museum is located far from the cultural center of the city, it will not be of interest to tourists.
2. Seasonality. Most of the visitors are tourists from other cities and countries. They usually travel in the summer. There will not be a large flow of visitors during the off-season.
3. Availability of specialized knowledge. It is important to correctly arrange the items in the expositions so that they complement each other and create a single composition. In addition, special storage conditions must be created for each exhibit - temperature and humidity conditions, and special lighting for written sources and paintings.
4. Reliable security is needed - even the largest museums are robbed if they contain items valuable to collectors.

Definition of subject matter

The choice of topics is determined by a number of factors:

1. The presence or absence of experience in the museum field. If there is no experience, consultations of specialists are necessary - professional museum workers and collectors.
2. Knowledge of the topic. It makes no sense to choose an unfamiliar topic - this is a sure sign of failure. For the project to be successful, an entrepreneur must work with topics familiar to him or gain this knowledge by reading literature, communicating with colleagues, attending conferences and webinars of professionals.
3. Having your own collections. Most private museums were formed from private collections and gradually expanded. Own collection is a big plus. Most famous museums were formed on the basis of such collections.
4. Competition. All existing museums are potential competitors. The primary task is to lure visitors from them. It will not be easy, but quite feasible with the right approach to project implementation and a good advertising campaign.
5. tourist attraction of the region. For example, creating your own museum enterprise in St. Petersburg or the Crimea is much more profitable than somewhere in the outback.

When choosing a topic, it is necessary to take into account all these factors, they are all interconnected and complement each other.

Additionally, it is necessary to analyze the target audience. It will show how visited the museum of a particular subject will be.

Since the primary task of an entrepreneur is to make money on visitors, this factor should be the main one.

After choosing a topic, you need to decide on the type of enterprise.

Museums are of two types:

• closed;
• open air.

Business organization

Registration

Any business must be registered.

There are two registration options:

• entity;
• individual entrepreneur.

Most private museums in Russia are registered as individual entrepreneurs. There is no need to formalize the status of a legal entity.

To obtain an IP, the following documents are required:

1. Copy of the passport.
2. Receipt for payment of state duty.
3. Application form P21001.
4. Application to the tax office.

To register an IP you need:

1. Apply. There are two ways - at the place of residence and through the Internet. The second option is the most common.
2. Select OKVED code. This code tells the authorities how the type of business activity is registered.
3. Write an application (form Р21001).
4. Pay the state fee in the amount of 800 rubles.
5. Register with the tax office.

There are examples of registration of private museums as non-profit associations. This status does not prohibit the entrepreneur from deriving commercial benefits from his activities and gives him the opportunity to receive financial support from the state.

Location and search for premises

The ideal place is the cultural or historical center of the city. The main flow of visitors is tourists. Most of them will not look for a museum on the other side of the city, especially if it has just opened and has not yet gained mass popularity.

Advantages of opening a museum in the city center:

• convenient transport interchange;
• higher visitor flow.

• high rent - you will have to compete with large offices and enterprises for which the high cost of rent is not a problem;
• the dense development of the city center creates difficulties for organizing a tourist destination - this is an additional cost for rent.

Museums that cannot afford to rent in the city center also find a way out - they open in abandoned industrial and historical sites - factories, workshops, military hospitals, barracks, libraries, galleries, houses where prominent personalities lived.

If there is no money to rent or buy premises, expositions can be shown in other museums. They will take a part of the profit for themselves, but they will independently solve all organizational issues.

Exhibits

Expositions of private museums are formed by:

• private collections;
• rental of individual exhibits or entire collections in other museums.

REFERENCE: The first museums in Russia were formed on the basis of private collections. Thus, the Hermitage, which arose in 1764, was replenished for the first time only with private collections. For example, the famous Siberian collection of gold jewelry first belonged to Peter the Great and only in the second half of the 18th century was transferred from the Kunstkamera to the Hermitage, where it is still kept.

Recruitment

Recruitment is an important and responsible moment. The staff is the face of the museum. The success or failure of this business depends on how well he performs his work.

To organize a museum you will need:

1. Guide. He must know the expositions perfectly, find the connection between the exhibits and understand the historical context of the finds. Ideally, this is a professional historian or museum worker. In addition, he must speak foreign languages ​​​​in order to arrange excursions for foreign tourists.
2. Restorer. Most archaeological finds need to be restored. For example, ceramic dishes usually arrive at museums broken - they need to be restored. This can only be done by a professional restorer.
3. Security guard. It makes no sense to open a museum without proper security - it can be quickly robbed.
4. Cashier-accountant. In small museums, the position of accountant is usually assigned to the cashier. This allows you to save on the maintenance of employees.
5. Appraiser. Collections need to be replenished regularly. It is impossible to buy exhibits without a professional appraiser - there is a risk of overpaying or stumbling upon a fake.

Financial plan

Start-up investments and running costs

Initial investment:

• purchase or rental of premises - from 50 thousand rubles;
• purchase of furniture for expositions - 200 thousand rubles;
• purchase of equipment to support the temperature and humidity regime - 100 thousand rubles;
• payment of state duty - 800 rubles;
• advertising - 60 thousand rubles;
• salary of employees - 150 thousand rubles;
• purchase of exhibits - from 100 thousand rubles.

Income

The profitability of such an enterprise depends on:

• tourist attraction of the city;
• the location of the museum;
• seasonality;
• exhibits and public interest in them.

The average cost of an entrance ticket is 200 rubles. Additional income - the services of a guide and paid permission to photograph the exhibits.

Guide services - 1000 rubles. The fee for using the camera is 100 rubles.

Monthly earnings - 400 thousand rubles.

Profit calculation

Every month, the income from the work of the museum is 400 thousand rubles. Taxes, utility bills, and employee salaries are deducted from this amount.

Net profit - 200 thousand rubles.

Payback - from 1 year.

The museum business is not new, but still relevant type of entrepreneurial activity. Most domestic museums were formed from private collections. You can still make money on this today. Exhibits can be bought absolutely legally - without the fate of black archaeologists and other antiquities hunters.

According to market experts, private museums, due to their characteristics, form a new format for collecting and increase the audience of those interested. Depending on the direction, museums of private owners increase the investment attractiveness of a particular collectible item/theme. Under the concept of private museum » Most often, there are projects that have their own or rented sites with an exposition, which includes thematic private collections and access to which is open to everyone for a fee. According to statistics, over the past decade there has been a significant increase in private museums. At the forefront of the world positions are Europe, the USA and China. Private museums in Russia are actively cooperating with state programs, providing the latter with their expositions.

The reason for the increase in the number of private museums lies in the fact that private projects can be more flexible in decision-making and can create mobile collections, some of which can be purchased at auctions with a worldwide reputation.

We remind you that state museums are prohibited at the legislative level from participating in auctions held in the West. Another indisputable advantage of a private museum is its right to sell part of its collection. At the same time, state museums are prohibited from selling even part of their assets. Private museums can quickly respond to fashion trends, sell old collections and purchase newer and more relevant ones for visitors. This right allows private projects to update their expositions in time and attract more clients.

Market Features

Private museums essentially form the collections market themselves and monopolize the pricing process in certain niches. By attracting clients, showing certain expositions, private museums create demand and new elements of the target audience who are ready to buy the items they like. Museums-trendsetters (eng. Trendsetter; from English. Trend - a trend, to set - to establish, start) become not only active participants in auctions, but also their founders and the main driving force.

Such cooperation is very beneficial for auctions - a huge number of not just interested people come to them, but entire institutions with developed potential and investment opportunities. In addition, it is worth emphasizing that participation in auctions is marked not only by excitement, but also by a high cultural level and the scale of fees. The art market of the world is constantly updated with the emergence of new and diverse private museums. Experts say that the development of private museum business in Russia will follow the Western scenario and will eventually be able to strengthen and create its own distinctive features. So, basically, a private museum collects a board of trustees (investors), which eventually unite into a fairly large resource. The current legislation strongly encourages this scenario.

Federal law on the export and import of cultural property ( No. 435 "On Amendments to Certain Legislative Acts of the Russian Federation in Connection with the Improvement of Public Administration in the Sphere of Export and Import of Cultural Property and Archiving" And No. 430 "On Amendments to Part Two of the Tax Code of the Russian Federation" ) dated December 28, 2017, states that there are benefits that can only be used by state and municipal cultural institutions.

This law also applies to non-state museums ( paragraph 2 of Art. 333–34 of the Tax Code of the Russian Federation ).

In addition, items of cultural value that were purchased or donated to private galleries will not be subject to VAT (paragraph 3 of Article 333–35 of the Tax Code of the Russian Federation), and private museums, according to the decree of the President of the Russian Federation, are exempt from paying state duty on the right temporary export, which gives them the opportunity to participate in international projects.

Director of the Hermitage, head of the Union of Museums of Russia Mikhail Piotrovsky, notes that private collections are often very professional and distinguish them favorably from classical academic museums, reflecting the individuality of their creator.

He also notes that " Museum in our understanding is an institution that has funds. If there are no funds, this is a gallery ... ". The specialist also talks about the current trend in Russia towards the creation of a single museum zone, in which today three main types of museums are noted - these are state, private and public. There is healthy competition in this space. Mikhail Piotrovsky names leisure and entertainment complexes among the direct competitors of private museums. Among the important components of success, the expert calls the need to declare exhibits, preserve the country's museum fund, and ensure the integrity of collections. In addition, the funds earned by the museum should be spent on its immediate needs, and not deducted in favor of the state while reducing subsidies for the cultural heritage of the nation.

The specialist emphasizes that modern museums in Russia need a special concept that will distinguish them from leisure activities and the service sector.

Michael is convinced that our mission is to preserve, study and pass on everything we have received from previous generations. This is the main thing, not entertainment ...". Art is a kind of therapy, and it should be offered by knowledgeable educated people. Among the best private museums in Russia, he names the Metropolitan Museum and emphasizes that it perfectly combines the mission of the museum and its dialogue with urban space and visitors.

State museums, unlike private ones, can take advantage of a number of tax incentives and receive some support from the state.

At the same time, private projects do not have to draw up such a document as an agreement on the immunity of their paintings from arrests imposed by legal claims. The specialist notes that a similar problem is observed in the organization of exhibitions in the United States, whose representatives, nevertheless, can freely bring their expositions for demonstration in Russian cities.

The best way to develop the industry will be the close cooperation of private and public museums - thus, a single museum space will have the opportunity and potential for expansion and diversity.

It could be:

• Publication of literature on art history topics.
• Exchange of experience of curators.
• Development of the infrastructure of small towns and even villages.

What information should a business plan contain?

Summary of business plan for opening a museum from scratch

This project is a plan to create a private enterprise to organize a museum in 24 months. First of all, we will list the key points of the process of creating a business plan for starting a private museum business plan from scratch.

First of all, the Idea of ​​the project arises, and the Goals of the project, such as:

1. Building an enterprise with high .
2. in a legal way, indicating the legal address, passport data of the head and founder of the project, data on employees.
3. Satisfying consumer demand to fill a niche in the art market in Russia.
4. Search and conclusion of contracts with investors.
5. Project cost: 3,690,000 rubles.
6. Financing of the project: It is carried out by obtaining a commercial loan in the amount of 3,690,000 rubles.
7. Payback period: 2 years.
8. The investor's income will be 237,385.22 rubles.
9. Interest payments on the loan begin from the first month of the implementation of this project.
10. The repayment of borrowed funds starts from the first month of the project implementation. This circumstance is introduced in this business plan to simplify the understanding of the structure for calculating the discounting flow and regulating the cash flow.
11. The mortgaged interest rate on borrowed funds is 14%. It should be borne in mind that banks are currently revising the rate of interest for investment projects downward.
12. The total amount of accrued interest will be 237,385.22 rubles.
13. The payback period from the beginning of the project is 8 months.
14. The payback period, taking into account discounting, is 2 years.
15. The total economic effect from the implementation of the project for the conditional life cycle is 73,783,840.85 rubles.

Project stages

Algorithms of action prescribed in the business plan

The business plan contains the following algorithms of actions for starting a business:

1. Ways and methods of analyzing the target audience, drawing up a portrait of the ideal client, his level of solvency.
2. Registration of business in state supervisory and tax authorities.
3. Hiring qualified employees who are able to fulfill the wishes of the client and be ready to work. Another item of expenditure is the hiring of employees. Specialists will fill vacant positions on a competitive basis, being employees of a general, service and temporary nature with decent competitive pay. Candidates for positions will be considered within 30 calendar days.
4. Services provided by the enterprise.
5. Choice of business format.

Museum business plan: step by step guide

In private collections, exhibits collected from private collections are most often shown. According to the Association of Private Museums, many private museums have grown into serious organizations from the combined collections that were part of the expositions of various large projects. Sometimes the premises are required for interactive museums to attract more visitors and monetary returns.

According to the current legislation of the Russian Federation, it is necessary to register a museum as a form of private property and pay a single tax on activities. The main advantage of this type of entrepreneurial activity is the fact that the purchase and registration of a license is not required to open a museum.

Entrance to a private museum can be voluntary, but it is worth setting a lower limit of, for example, 50 rubles. The sale of souvenir and information products on electronic media is also taxed.

Additional profit can be obtained by renting out the museum premises for excursions, master classes and entertainment events. Expensive rent will pay off only if there are a lot of visitors and they come constantly, therefore, in order to open a private museum in your city, you must also enlist the support of travel agencies and tour operators - a visit to your project included in a ready-made tour in the cities of the Russian Federation for foreign tourists or residents of our country, will bring income to both the travel agency and your museum.

The main difference between a private museum and a state one is ownership rights and the presence of a charter. A cultural institution that has a documented museum fund and a plan for further development can formally be considered a state cultural institution. The advantage of this kind of activity is the ability to put your institution on the balance sheet of the municipality, city.

If the museum institution is completely private, then the owner will have to bear all the costs himself. You can register both an individual and a company. There is no need to report to the departments, and all the exhibits are in private collections, in other words, belong to the owners. At the same time, some exhibits can be displayed at thematic events (for example, the “Museum of Little Stories” and “Drum House”) sometimes the space itself becomes a museum - such as the White Tower in Yekaterinburg.

Today, during the change of generations, private museums and unusual spaces will become interesting for different age categories and citizens with different levels of income. A modern museum is an interactive platform, a kind of creative laboratory that does not require silence and stiffness. A museum for today's client is a space in which you can take an active part: touch the exhibits, try them on, take pictures with them. A good return is shown to the museum, where you can taste certain original dishes, watch educational videos.

The relevance of opening a museum business plan

A museum opened by private collectors has every chance of becoming a brand of its city, region, country. Those private projects become part of the image of the urban space. Another difference between such projects and large state institutions is emotionality, closeness to visitors, dialogue with them.

In order for a private museum to generate a stable income, a clear planning structure for a future project is needed. The practice of existing museums shows that cheap tickets and an extensive entertainment program attract more visitors.

Advantages and disadvantages of business at the opening of the museum

1. Expensive room rental. To solve this gap, there are several ways. Sublease. So, some private museums rent out their space for 7,000 rubles per hour for burgers and other catering establishments. Any other interested company can hold a promotional action in the museum. Additional income, which will cover the cost of renting the premises, can also be brought by renting the museum premises for commercial event projects. The proceeds from lecture/concert tickets are usually split 50/50 between the organizers and participants of the event.
2. The profit of the museum is directly curled from the income of the target audience and the interest rate on rent, which can be legally reduced. Selling tickets shows great returns in the very premises of the museum. About 3% of visitors buy electronic tickets and a little more than 5% of the total profit comes from the organization of corporate parties, festivals and the sale of souvenirs. Most often, souvenirs are sold at cost and are produced/purchased to support the brand of the museum.
3. Before opening a museum in a particular city of the Russian Federation, it is necessary to carefully monitor the income of citizens - for example, if in the capital the price for entering a private museum can vary from 300 to 1500 rubles, then, for example, in Kazan, the population simply does not have such income to attend an expensive event, no matter how interesting it may be.
4. Each private museum can receive a grant from the state if it proves the viability and relevance of the project.

Modern private museums are most often self-financing, as according to the budget code, the city authorities have the right to allocate grants only for projects that are under their jurisdiction. The city authorities of many regions of the Russian Federation note that recently the tendency for the appearance of mini-private museums has increased significantly. Mayors of cities are ready to support private projects, provided that the owners provide full information about the functioning and development of start-ups and confirm their usefulness for the city.

If a private museum project belongs to a municipality, the authorities will assist in finding a safe and cheap space to rent, or help reduce interest rates on rent and utilities. The remaining projects will be supported by advertising and other means.

The process of including a private project in the museum fund may not be necessary if the project does not have artifacts. The most popular among the population today are the so-called "research centers". At the same time, the owners of private collections argue that the supply to the state register only complicates the conduct of private cultural museum activities, imposes a number of restrictions, but at the same time does not protect against negative factors arising in the country's economy.

A private museum without state registration can show a higher coefficient of mobility. A private cultural institution has the right to draw up its own action plan, which does not have to be coordinated and approved by representatives of the Ministry of Culture. The experts emphasize that small private museums can quickly respond to any significant cultural event that has taken place in the city and can quickly and efficiently make their proposals.

Services that a private museum can provide

1. Demonstration of expositions, both on the basis of a permanent nature, and mobile.
2. Organization and holding of cultural events for citizens.
3. Production and sale of photo and video materials dedicated to museum events and expositions.
4. Realization of gifts and memorable souvenirs.

The modern museum is distinguished by interactivity and the ability to dialogue with the viewer.

Estimated period of services provided by the museum business plan of the museum

In order to fully implement the museum project, it is necessary

1. Take out a loan in the amount of at least 3,690,000 rubles for 24 billing months with a discount rate of 14%.
2. Entering the break-even level of the enterprise will begin from the 4th billing month. During this period, the first amount of profit with the correct calculations of the entrepreneur will be 607,041.87 rubles.
3. At the end of the crediting period, the amount of profit will be 6,237,730.
4. rub. In this case, the bank's profit will amount to 237,385.22 rubles. for 24 billing periods. Monthly payments of expenses amounted to 516,770 rubles.
5. The total gross profit of the project was: 112,574,000 rubles. The profit of the project was: 73,783,840.85 rubles.

Project costs (in rubles)

Advantages and disadvantages of opening a museum business plan project

1. The main advantage is that no licensing documentation is needed to carry out activities. Agreements and permits are needed when drawing up a lease agreement and will relate to the general requirements that are usually presented by the sanitation station and Roskomnadzor. A complete list of such documentation can be found below.
2. A small private project is quite capable of doing without staff.
3. Owning rare objects by a startup will increase attendance, and if the project owner can afford to purchase high-quality equipment and provide the proper modern level of interactivity, then an influx of customers on weekends and during the holiday season is guaranteed.

On the video: Useful tips for novice businessmen from museum business owners

What you should pay attention to

• Rent of premises and its price, condition of structures.
• Business seasonality.
• Skills and abilities that will help in compiling a collection and providing the technological base of a cultural institution.
• The concept of establishments is the spectrum of emotions that you want to give to your customers. So, it can be spicy entertainment for a certain circle of people - a museum of torture or erotica, or expositions for a wider range of admirers, including teenagers and young children.
• The concept of the museum can be the simplest - for example, businessman A. Sergienko nurtured the idea of ​​the project for about a year, implemented it in a matter of months. The museum's website says that the institution has seven rooms, each of which is dedicated to a certain emotion. Installations, art objects, audio and video tracks are selected in such a way as to guide a person through certain emotional states that we most often experience or, on the contrary, lack in everyday life. For this, the author of the project had 200 square meters. meters.

In tourist centers, breaking even is usually easier and faster. Tourists will be able to find your museum faster if you mark it on Google maps, hire competent SEOs to develop the site and, if possible, appear in guidebooks and maps.

Documentation for opening a museum

Choice museum concept business plan

Usually, in order to open a museum, you need:

• Having your own apartment (if you are ready to open doors to numerous strangers).
• Separate premises owned or rented.
• Land in the open air.
• The actual elements of the exposure that you are going to demonstrate.

You can open a mix museum or a mono-museum, in other words, united by one theme or dedicated to many topics that do not contradict one another.

A good return, according to experts, is given by the eclecticism of entertainment and educational components. The museum program may include a demonstration of the show, ordering color music, video materials, presentations. The owner of the museum must also take care of the timely replenishment of the collection.

Most often, private museums work in the direction of painting and art treasures - customers can purchase the works they like. This includes galleries, passages that showcase paintings, photographs and installations. Additional fees for photo and video filming will also bring a net income to the museum.

What to choose to start: a virtual or a regular museum?

How to open a private museum business plan in your city

In order to launch a museum project in your region, you need to conduct marketing research and monitor the activities of your direct and indirect competitors.

Registration of an enterprise can be carried out in the form of an LLC, an individual entrepreneur or a non-profit association. A non-profit association is chosen by those businessmen who subsequently want to achieve the acquisition of a national cultural status and receive financial support from the state in the form of subsidies. Coordination with the Ministry of Culture is mandatory if the exposition will involve archaeological finds and exhibits of great material value. The premises are rented for their intended purpose, the lease of a land plot is necessary for a period of 20 years or more, therefore, to organize such a museum format, it is better to purchase a land plot in permanent ownership.

In order to save money, closed exhibitions are sometimes organized at production sites that can no longer be used for production (these are the territories of factories, workshops, etc.), but you should take care of the safety of customers.

Additional expenses

• Purchase and installation of fire and security systems.
• Glass or plexiglass shelving.
• Showcases.
• fasteners.
• Furniture for the convenience of customers (sofas, tables, chairs, armchairs).
• Quality lighting.
• Microclimate and ventilation system.
• If you plan to open an interactive exhibition, you will need expensive equipment.
• The items of expenditure will include the purchase of screens, audio systems, computer panels and much more.

Main taxes paid

An additional income for an entrepreneur can be brought by the launch of catering at the museum - for example, the project "Apartment of Time" offers not only a visit to the exposition - an apartment completely stylized for a certain Soviet period, but also to taste dishes that are fully consistent with the era and prepared in accordance with the technological maps of that time, Simply put, the chefs of the museum-restaurant use information from the Book of Tasty and Healthy Food, which was published in 1952.

You can spend a romantic evening, a wedding, a corporate party or a birthday in the museum. It is also good to focus museums on the connection of generations and the strengthening of family values. So, the Museum of Soviet Slot Machines can serve as an example - children of 2000 are used to playing on smartphones, tablets and other gadgets, and when they see their parents' excitement, they begin to understand that their parents are not as backward as some children sometimes think. At the same time, not all teenagers can understand the rather simple mechanics of Soviet-era machine guns, and here parents already have to explain to their children the intricacies of control.

“The creation of a museum is necessary so that the younger generation has the opportunity to form a purpose in life, ethical images of the present and future, and the ability of high-quality scientific and engineering thinking”, - noted the authors of the concept of the museum dedicated to the life and work of the Strugatsky brothers.

In order for both staff and visitors to feel comfortable, the owner of a private museum needs to take care of the interior and exterior decoration of the premises. The design should not only meet the basic safety requirements, but also be interesting to customers - as topics. Who came as part of an excursion group, and when visiting independently.

According to preliminary estimates of experts, the format of the museum in the form of a scientific and entertainment center also satisfies the population's need for educational and entertainment services. In such centers, the client can participate in experiments, observe rare phenomena, or even conduct a series of experiments on his own.

This format of the museum has two features.

Firstly, most often the exhibits are made by hand, and this incurs additional serious costs, and secondly, it is necessary to find a reliable investor and a favorable location.

In order to choose an effective, profitable and capable of living and developing further the concept of the museum, it is necessary to first analyze the fullness of the market of a particular region of the Russian Federation.

Components of marketing research

1. Analysis of the problems of the target audience and the study of its composition
2. Determining the composition of the future exposition and the format of the exhibits, their size, color, shape, performance material, the quantitative composition of the placement of exhibits in a particular territory.
3. Exposition interior design.
4. The owner of the museum will receive additional income from the creation of a separate area for master classes for children/teenagers.

Staff

It is better if they are people with work experience, or young professionals - teachers, guides and animators. Some museums are aimed at career guidance, and this should also be taken into account when selecting staff. Regular employees must be registered in accordance with all legal norms, however, at the start of the project, you can hire volunteers who will gain experience for a small fee and without issuing work books.

After several decades of desolation, Surkov's brewery in the center of Arkhangelsk, founded 100 years ago, was sold at auction. As a result, the city budget received 34.2 million rubles, and the new owner, the StroyTekhnologiya company, received three emergency buildings of the former brewery and the obligation to use the object restored in strict accordance with the historical appearance only as administrative and commercial premises or for "non-destructive production."

The project for the reconstruction of the building is almost ready. Most likely, another shopping center will open on the historical squares. The commercialization of the project is also evidenced by the fact that a pub has already been opened on the first floor of the plant. Many historians of Arkhangelsk hoped that the famous building would still be given over to an exposition that would tell about the history of brewing in the North. By the way, it is very entertaining, because until now the "secret" of Surkov's beer has not been revealed, and many modern brewers only copy the recipe.

Now the question arises as to whether an object with a cultural function can be attractive for investment? And what is this cultural function - the purpose of the building, its age or architectural features? - says Andrei Sokolovsky, co-owner of several interactive art projects. - We are accustomed to a clear division: the library cannot generate income, so it should be on the balance sheet of the city, and the shopping center is a commercial facility, so the museum does not belong in it.

European trends are such that today museums and libraries are located in shopping centers, large shops are located in museum complexes. And cultural objects themselves can and should generate income. It just takes the right approach.

The average payback period for a new museum is about five years. However, you can get income much faster if you know some secrets of running a museum business.

If we talk about art, then significant investments are required to create a high-quality museum collection. The museum, of course, cannot pay off only by selling entrance tickets, these incomes are hardly enough to support economic activities, - says Alexander Gubanov, executive director of the online art auction "ARTLOT 24" in St. Petersburg. - The successful business model of a modern museum provides for its own gallery and infrastructure facilities that provide additional monetization opportunities.

Among the private museums that successfully use this model in St. Petersburg are the Erarta Museum of Contemporary Art and the Faberge Museum.

So, one of the types of additional income can be called the holding of temporary commercial exhibitions by the museum, tickets for which can cost more than visiting the museum's permanent exhibition. In addition to exhibitions, the museum can also host other third-party events - lectures, master classes, presentations, concerts.

Also, almost every museum has its own "exit through the souvenir shop" - an additional source of income from the store at the museum, which sells themed books, postcards, souvenirs and miniature copies of sculptures. Approximately on the same principle of creating a museum, an initiative group of Arkhangelsk search engines decided to go. In December, a new "Military Museum" was opened in the capital of Pomorye, its exhibits were things found during the expeditions. Visitors can learn about military operations during the Intervention and the Great Patriotic War on the territory of the Arkhangelsk region.

Visitors can also get acquainted with the work of search engines and their unusual finds, - says one of the founders of the "War Museum" Alexei Sukhanovsky. - The average ticket price in this segment is about 300 rubles. All exhibits can be touched by hands - this is one of the trends to attract visitors in the modern museum business.

Marina Bjornsgård, Deputy Director for Development of the Art Deco Museum, believes that a number of conditions must be met to ensure attendance at the exposition. Firstly, it must present unique samples, secondly, it must be geographically accessible and, thirdly, it must provide a high level of communication (excursions and educational projects based on the exposition).

For people to come to the museum, you need to surprise. Often they try to achieve this with the use of modern lighting or graphic effects. The most promising direction now is interactive museums, where the visitor not only walks through the halls, but also performs some actions himself, interacts with the exhibits. It can be, for example, a "museum of entertaining science" or a petting zoo. Such an idea looks promising for a province that has not yet been spoiled by such entertainment, - Oleg Tkach, financial director of the Greenwood trade and exhibition complex, notes.

The Northern Maritime Museum in Arkhangelsk also thought about how to attract visitors. The renovated building in the city center, new expositions and the maritime theme itself, it would seem, should attract visitors, and therefore generate income.

We have come to the conclusion that if we do not arrange presentations, various events in the museum and do not work with travel agencies or with schools, then the flow of visitors will be very small, not like shopping centers, - he believes. O. Director of the Northern Maritime Museum Yevgeny Tenetov. - I am sure that a museum, even the most modern one, cannot generate income. At best, it can work to zero - to earn money for its own development.

According to Tenetov, a museum or an art space is always a growth point for the development of a territory.

As the head of the cultural and production cluster "Kolomenskaya Pastila" Elena Dmitrieva notes, in small towns the appearance of a museum, a cultural object stimulates the opening of related businesses, increases the value of real estate, makes it possible to create new products and types of economic proposals, the main of which is not knowledge, but impression .

Now most of the opening museums in the regions of the North-West are focused on tourists. Basically, these are small expositions dedicated to some kind of folk craft, where the main role is played by an interesting story of the guide and a visit to a large souvenir shop.

A good move is the organization of a museum in which the historical part is combined with entertainment, for example, as in the Museum of Soviet Slot Machines, notes Anna Karganova, director of the Russian Abstract Art Foundation.

Approximately along this path, private museums have gone, which are opening in tourist-attractive areas of the Arkhangelsk, Murmansk regions and Karelia. Whether they survive, time will tell, and competent strategic planning can help them in this.