Documents for opening the museum. How to open a museum with exhibits? Estimated period for services provided by the museum, museum business plan

A museum is a type of entertainment business and opening it requires the same approach. Let's consider the main advantages and disadvantages of starting a business, key success factors, as well as financial indicators of the business (cost structure and profitability). Let us examine the choice of the form of organization of a legal entity to open a museum. In this article we will look at how to open a museum from scratch.

Advantages and disadvantages of opening a museum

The main target audience of the museum: children, students and young people under 30 years old. There are many subtypes of museums aimed at their visitors. Let's look at the key advantages and disadvantages of starting a business.

Many famous museums began their existence with private collections, for example: the Tretyakov Art Gallery, the Museum of Soviet Slot Machines in Moscow, the Museum of Retro Cars, etc. A museum can be created as a commercial organization for the purpose of making a profit and providing its own financial support. If the museum relies on external funding, donations and contributions from participants to operate, then the museum is registered as an NPO (non-profit association).

How to open a private museum from scratch: business registration, taxation

To register with the tax office, a private individual is created: an individual entrepreneur or an LLC. The table below analyzes the main advantages, as well as the necessary list of documents for each form of business. When registering under OKVED, select your main activity:

92.52- “Activities of museums and protection of historical sites and buildings”

The optimal choice of taxation system for a museum would be the simplified taxation system (STS) with tax on income at an interest rate of 6% (provided that more than 70% of income is generated through museum activities!).

In addition, the activities of museums are classified as preferential types and for them reduced interest rates on insurance contributions to the Pension Fund, Social Insurance Fund and Compulsory Medical Insurance Fund are applied - 26%, while for other types of activities it is 34%.

How to open a museum from scratch?

This video describes in detail how to open a private museum using the example of the experience of the co-founder of the Experimentanium museum of entertaining sciences Natalya Potapova: what are the main difficulties that arise in the opening process, how to do it without government support, etc.

Location and premises for the museum

Museums often require large spaces and premises ranging from 300 to 1000 m². Large premises increase rent and fixed costs for a business. Rental costs are especially reflected in large cities: Moscow, St. Petersburg, Yekaterinburg, where in the city center the cost of 1 m² starts from 10,000 rubles. The difficulty of opening a museum in the center forces it to compete with business facilities and offices with high rents. Therefore, museums are often opened in former industrial facilities: power plants (Tate Modern gallery in London), wineries (Winzavod Museum in Moscow). If the premises are small, up to 300 m², then it will be more economically profitable to buy the premises; for larger areas, renting is more profitable.

Since museums are classified as entertainment establishments, the location should be in places where residents relax or visit tourists. An important feature when choosing a museum location is its walking accessibility; the closer it is to places of recreation and busy crowds, the more likely it will be to attract more visitors. Park areas are excellent, for example, Gorky Park in Moscow, where the Garage and the Central House of Artists (CHA) are located nearby, next to VDNKh there is the Cosmonautics Museum, and next to the Moscow Planetarium Zoo. Most cultural objects are located in the city center (more than 80% of museums in Moscow are located within the boulevard ring) and in close proximity to each other, which creates a cultural and entertainment cluster.

If you do not have the original premises, you can organize exhibitions of exhibits on the premises of other museums. To do this, you need to agree on the presentation of your collection and its advertising.

Museum staff

The main staff of the museum: an expert who keeps track of newly arriving exhibits, a guide, an accountant, a content manager who provides support and content for the website. If the collection is aimed at foreign tourists, then the role of a guide who speaks English, German or Chinese is important. It should be noted that museum exhibits are accounted for in accounting as fixed assets and are not subject to depreciation.

There are many interesting museums and collections, we have listed 5 interesting museums.

1. “International UFO Museum and Research Center” (Roswell, New Mexico, USA) - was founded in 1991 and is a collection of photographs and UFO sightings. Aimed at fans, science fiction writers and lovers of esotericism.
2. “Star Wars Museum” is a museum of lovers and admirers of the cult film “Star Wars”.
3. “Museum of Soviet Slot Machines” is for everyone born in the USSR and feeling nostalgic for that time.
4. “Museum of Bad Art” (USA, Massachusetts) - collected from exhibits that are not prohibited from being shown in other museums.
5. “Museum of Boxing” - aimed at amateurs and boxing professionals, opened in the Jean-Claude Boutieres Sports Palace in Sannois.

It can be noticed that The success of the museum was due to its narrow focus on a specific target group: science fiction writers, fans of the Star Wars movie, athletes, residents of the USSR, etc. It is important to take a sufficiently large target group when creating your museum, this will ensure a constant influx of visitors.

Costs of a private museum

Initial investment costs for opening a private museum are ~1,200,000 rubles. (furniture ~200,000 rubles, ~shelving ~100,000 rubles, showcases ~100,000 rubles, decoration and renovation of premises ~400,000 rubles, supply and exhaust ventilation ~500,000 rubles).

The biggest expense for a museum is compiling/purchasing copies of the collection!

Key fixed costs after the opening of the museum: rent of premises, including utility bills, wages, costs of maintaining the collection, promotion and advertising on the Internet, current costs of printing and other insurance costs with the Pension Fund of the Russian Federation, the Social Insurance Fund and the Compulsory Medical Insurance Fund. The main costs are for renting premises, so to reduce costs it is recommended to use: industrial facilities, ground floors, semi-basements in the city center. It is also recommended to create a reserve fund to pay key costs (rent and employee salaries) for one year in advance, this will allow it to function even in the event of unfavorable market changes and losses.

Business financial indicators

The main time for visiting the museum is evening hours (19:00-22:00) on weekdays and weekends. This creates uneven cash flow. The average check for museums is 300-700 rubles; you can attract students and young people with various discounts, promotions and bonuses during the daytime. The payback period for a private museum is 1.5-3 years. The monthly revenue of the museum is ~500,000 rubles, net profit minus fixed costs is ~100,000 rubles.

Assessment of the attractiveness of a business by the magazine website

Business profitability	(3.0 out of 5)	Business attractiveness 3.3
Project payback	(3.0 out of 5)
Ease of starting a business	(3.8 out of 5)
Opening a private museum as a business will be successful only if it is targeted at a specific target audience (Star Wars fans, boxing athletes born in the USSR, etc.) and has a clear understanding of what they might be interested in and care about in the collection being created. The second important aspect is the location of the museum; it is recommended that it be located in the city center in places where vacationers and tourists gather. The payback period for initial costs is ~1.5-3 years, depending on the size of the target audience.

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 from it? A ready-made museum business plan will help you understand these issues.

Advantages and disadvantages of opening a museum

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

Advantages of 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. Relevance of the idea. Museums always attract tourists and lovers of antiquity. Among them are large collectors who prefer to book private excursions.
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, tourists will not be interested in it.
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 in the off-season.
3. Availability of special knowledge. It is important to correctly arrange objects on display 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 for written sources and paintings - special lighting.
4. Reliable security is necessary - even the largest museums are robbed if they contain items valuable to collectors.

Defining the topic

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

1. The presence or absence of experience in the museum field. If there is no experience, consultations with specialists – professional museum workers and collectors – are necessary.
2. Knowledge of the topic. There is no point in choosing an unfamiliar topic - this is a sure sign of failure. For a 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 our own collections. Most private museums were formed from private collections and gradually expanded. Having your 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. This will not be easy, but it is quite achievable with the right approach to the project and a good advertising campaign.
5. Tourist attractiveness of the region. For example, creating your own museum enterprise in St. Petersburg or 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 a museum on a particular topic will be.

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

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

There are two types of museums:

• 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 register the status of a legal entity.

To obtain an individual entrepreneur, the following documents are required:

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

To register an individual entrepreneur you need:

1. Apply. There are two ways - at your place of residence and via 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 P21001).
4. Pay a state fee of 800 rubles.
5. Register with the tax office.

There are known examples of registering private museums as non-profit associations. This status does not prohibit an 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 are 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.

Pros of opening a museum in the city center:

• convenient transport interchange;
• higher flow of visitors.

• high rent - you will have to compete with large offices and enterprises for which high rental costs are not a problem;
• The dense development of the city center creates difficulties for organizing a tourist destination - this means additional expenses for rent.

Museums that cannot afford 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, exhibitions can be shown in other museums. They will take part of the profit for themselves, but will independently resolve all organizational issues.

Exhibits

The exhibitions of private museums are formed through:

• private collections;
• renting 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 appeared in 1764, was initially replenished only by 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 stored.

Recruitment

Personnel selection 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 exhibitions perfectly, find connections between 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. Only a professional restorer can do this.
3. Security guard. There is no point in opening a museum without proper security - it can quickly be robbed.
4. Cashier-accountant. In small museums, the position of accountant is usually assigned to the cashier. This allows you to save on staff costs.
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 ongoing expenses

Initial investment:

• purchase or rental of premises – from 50 thousand rubles;
• purchase of furniture for exhibitions – 200 thousand rubles;
• purchase of equipment to support temperature and humidity conditions – 100 thousand rubles;
• payment of state duty – 800 rubles;
• advertising – 60 thousand rubles;
• employee salaries – 150 thousand rubles;
• purchase of exhibits – from 100 thousand rubles.

Income

The profitability of such an enterprise depends on:

• tourist attractiveness of the city;
• museum location;
• seasonality;
• presented exhibitions and public interest in them.

The average cost of an entrance ticket is 200 rubles. Additional income is the services of a guide and paid permission to photograph 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 museum’s work is 400 thousand rubles. Taxes, utility bills, and employee salaries are deducted from this amount.

Net profit – 200 thousand rubles.

Payback – from 1 year.

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

Museums are an important part of the cultural and historical heritage of time. They preserve the memory of the past, allowing you to plunge into another era and imagine how you lived before. However, the preservation of cultural heritage is not the only goal - there are thematic museums that are dedicated to eras, all kinds of collections and personalities.

The logical location would be a historical building in the city center - cultural places transform the urban environment, and tourists and passers-by will easily find the museum.

The optimal area for opening a museum is 350 m2.

The number of employees to work in the museum is 13 people.

Regardless of their format, museums operate according to a standard financial model - they sell tickets, excursions and souvenirs.

With a conditional monthly number of visitors of 2100 people, of which 1300 will buy tickets for a free visit, and 800 will order a guided tour, and the ticket price is 250-400 rubles.

• The amount of initial investment is 1,892,000 rubles
• Monthly costs - 901,500 rubles
• Monthly profit - 134,364 rubles
• Payback period - 18 months
• Break-even point - 4 months
• Return on sales - 18%

2. Description of the business, product or service

Museums usually display private collections, scientific and educational materials donated by the museum foundation and people. Guests visit exhibitions and expositions, lectures and buy souvenirs in the museum shop.

The premises will include an exhibition hall, a cash desk, a wardrobe and a bathroom. The renovation and decoration of the museum should be stylized to match the format. The founder is obliged to fulfill all fire safety requirements and obtain permission from the fire inspectorate to put the premises into operation.

Museum services:

• Free visits
• Excursions and lectures
• Cinema tickets
• Sale of souvenirs

A unique feature of the museum will be a cinema. Thematic films will be shown in the cinema. You can rent films from rental companies. The average rental period for films is 2 years.

Equipment:

• Cash register
• Exhibit stands
• Benches
• Projector
• Lighting equipment
• Wardrobe area
• Counter
• Mirror
• Cash desk furniture
• Administration furniture
• Employee form
• Computer

3. Description of the sales market

People who go to museums are: parents with children, schoolchildren, students, tourists, history and art lovers. However, the format and theme of a museum can influence the audience. The House of Chocolate, for example, will be an attractive leisure activity for children and adults, and the Museum of the History of Wine will be educational entertainment mainly for connoisseurs.

An up-to-date program plan and discount system for children and pensioners will become a factor that increases the loyalty of visitors.

4. Sales and marketing

5. Production plan

To open the museum you will need:

• Register a legal entity
• Select and conclude a lease agreement for the premises
• Make repairs
• Purchase equipment
• Find personnel
• Obtain permission from regulatory authorities
• Start working

It will take 7 weeks to open the museum.

First you need to register a legal entity in the individual entrepreneur format with a rate of 15% - OKVED: 91.02 “museum services” and 52.24. "Retail".

After completing the documents, select the premises and draw up a lease agreement.

If necessary, make repairs to the room. And pick up the equipment.

Then hire employees.

When the premises are ready, contact the fire inspectorate and obtain permission to put the premises into operation.

Equipment purchase costs

6. Organizational structure

• Director
• Administrator
• Exhibition hall worker
• Film Specialist
• Salesman-cashier
• Cleaning woman

The total number is 13 people.

The director will be responsible for the development of the museum: work with the media, accountant, marketer, think through ideas for the exhibition and control the work inside.

The remaining employees will work in shifts of 2 to 2.

The administrator will be responsible for the internal activities of the museum: supervises the work of employees, organizes the execution of the plan, defines tasks and monitors the execution of tasks.

Guides will conduct excursions and lectures.

The cashier will sell souvenirs and keep cash records.

The film screening specialist is responsible for film rentals and the technical condition of the equipment.

The cleaner will clean the room several times a day.

The accountant and marketer will remotely perform the tasks assigned by the director.

Payroll fund

Memory Exposure

In a small city apartment, where there is barely enough space for all family members, you can’t really get around. And if you have a large country house, you can allocate one or several rooms for some interesting exhibition. So that our children and grandchildren know and remember the history of their family, know about the exploits of their grandfathers and great-grandfathers, we can place their orders and medals, old photographs and things belonging to them on a beautifully designed stand, make a rack or display case, where it is neat, behind glass , these reminders of our loved ones will be kept.

Home collection

If someone in your family is interested in collecting anything: coins, souvenirs, books, weapons... and over the years you have accumulated a huge collection of these things, but for some reason they are gathering dust on the shelves, it’s time to think about a more suitable and a place worthy of them. If your collection is to be placed in a room, the best place for it is an office or living room. Just before you place your collection in the space of the room, you should remember two things: what conditions are best suited for storing it and how not to overload its space with small things.

Things that you would like to put on public display can be placed in open cabinets, taking care that the exhibits are not damaged by bright sunlight.

To protect fragile exhibits (butterflies, antique dolls, porcelain figurines, art glass, collections of dried flowers, etc.) from accidental damage and dust, it is very convenient to use boxes with glass lids. Small souvenirs brought from travel, musical instruments, decorative dishes, crystal and glass, as well as small sculptures (made of porcelain, bronze, ceramics, stone, etc.) are best placed in glazed vertical display cabinets or shelves.

Collection weapons

If someone in your family is interested in collecting weapons, you should use some design creativity to ensure that the exhibits in your collection fit perfectly into the interior. If it is designed in a classical style, then weapons inlaid, decorated with carvings, mother-of-pearl, gilding and even precious stones will be a very impressive addition to it if hung on the walls on Persian carpets. But since carpets have long been out of fashion, you will have to think about how to “fit” your weapons collection into a modern interior. You may need to allocate a special corner for it, or place it in a glass cabinet.

Small values

Boxes with lids, rare books and small trinkets, albums, photographs, postcards, stamps and labels,
tablets in which professional numismatists store numismatic collections (each coin in a separate box) are best stored in closed cabinets like chests of drawers, with doors or compartments

Here are just a number of general recommendations, following which you can create a small but unique museum in your home, your own island of history, where your family treasures will be carefully stored and the memory of something most important and valuable in life will be passed on from generation to generation.

After decades of neglect, the Surkov brewery in the center of Arkhangelsk, founded 100 years ago, has been sold at auction. As a result, the city budget received 34.2 million rubles, and the new owner, the StroyTechnology company, received three emergency buildings of the former brewery and an obligation to use the facility, restored in strict accordance with its historical appearance, only as administrative and commercial premises or for “non-destructive production.”

The building reconstruction project is almost ready. Most likely, another shopping center will open on historical squares. The commercialization of the project is also indicated by the fact that a beer hall has already been opened on the ground floor of the plant. Many historians of Arkhangelsk hoped that the famous building would still be given over to an exhibition that would tell about the history of brewing in the North. By the way, it’s very interesting, because the “secret” of Surkov’s beer has not yet been revealed, and many modern brewers only copy the recipe.

Now the question arises: can an object with a cultural function 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: a library cannot generate income, so it must be on the city’s balance sheet, and a shopping center is a commercial facility, so there is no place for a museum in it.

European trends are such that today museums and libraries are located in shopping centers, and large stores are located in museum complexes. And cultural objects themselves can and should generate income. Only for this you need the right approach.

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

When it comes to art, creating a quality museum collection requires significant investment. The museum, of course, cannot pay for itself only through the sale of entrance tickets; its income is hardly enough to support economic activities,” notes Alexander Gubanov, executive director of the online art auction “ARTLOT 24” in St. Petersburg. - A successful business model of a modern museum involves having 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.

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

Also, almost every museum has its own “exit through a souvenir shop” - an additional source of income from a museum store that sells themed books, postcards, souvenirs and miniature copies of sculptures. An initiative group of Arkhangelsk search engines decided to follow approximately the same principle of creating a museum. In December, a new “Military Museum” opened in the capital of Pomerania; its exhibits included 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 Military Museum, Alexey Sukhanovsky. - The ticket price is average in this segment - about 300 rubles. All exhibits can be touched with your hands - this is one of the trends to attract visitors in the modern museum business.

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

To get people to come to the museum, you need to surprise. Often they try to achieve this using 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 and interacts with exhibits. This could be, for example, a “fun science museum” or a petting zoo. This idea looks promising for a province that has not yet been spoiled by such entertainment,” notes Oleg Tkach, financial director of the Greenwood trade and exhibition complex.

The Northern Maritime Museum in Arkhangelsk has also thought about how to attract visitors. A renovated building in the city center, new exhibitions 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 organize presentations and 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 at shopping centers,” he believes. O. Director of the Northern Maritime Museum Evgeny Tenetov. - I am sure that a museum, even the most modern one, cannot generate income. At best, it can work for zero - earn money for its own development.

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

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

Nowadays, most of the museums opening in the North-West regions are aimed at tourists. Basically, these are small exhibitions dedicated to some folk craft, where the main role is played by an interesting story from 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 the entertainment part, for example, like in the Museum of Soviet Slot Machines, notes Anna Karganova, director of the Foundation for Russian Abstract Art.

Private museums have followed approximately this path and are opening in tourist-attractive areas of the Arkhangelsk, Murmansk regions and Karelia. Time will tell whether they will survive, and competent strategic planning can help them with this.