Step 1 — Research & Planning

Before you spend a dollar on rent or inventory, validate three things: who your customer is, how much demand exists nearby, and whether you can reach break‑even with realistic pricing and costs.

• Define your concept (everyday value, premium assortment, or a specialty focus)
• Map your trade area (where customers will come from)
• Estimate demand (demographics, foot traffic, market overview)
• Audit competitors (find your winnable gap)
• Translate research into a mini financial model (startup costs, operations, staffing, marketing, and cash flow assumptions)
• Draft your business plan (fundable & practical)
• Pre‑check for regulatory red flags

Helpful tools: Census Business Builder • SBA: Write your business plan • Find your local SBDC • Get a free SCORE mentor.

Step 2 — Financing

Typical startup costs include inventory, rent/deposit, utilities, licensing/permits, insurance, fixtures, POS, and marketing. Create a realistic cash buffer for the first 3–6 months.

Common funding paths:

• SBA 7(a) — general working capital (often used for acquisitions/build‑outs).
• SBA 504 — long‑term, fixed‑rate financing for real estate & large equipment.
• Regional grants or revolving funds via your SBDC network.

Step 3 — Licensing & Permits (start early)

Alcohol retail is regulated at both the federal and state/local levels. Start now and track timelines.

• Federal (TTB): register as a Retail Beverage Alcohol Dealer (guide • 27 CFR Part 31).
• State & Local: find your regulator (directory) and confirm zoning, signage, occupancy: State Alcohol Beverage Authorities.
• BOI (ownership reporting): always check current requirements and deadlines on FinCEN’s BOI page before filing.

Examples of special permits: many states allow limited in‑store tastings with an extra permit (e.g., CA Type 86 Instructional Tasting; NY Off‑Premises quick reference). Check your state’s rules.

Step 4 — Location

Location can make or break your store. Prioritize:

• Visibility & access (arterial roads, easy turns, good sidewalks).
• Parking & safety sightlines (avoid blind corners; maximize visibility from the street).
• Lease contingencies: Make your lease contingent on liquor approval and zoning.

Design for safety: Consider Crime Prevention Through Environmental Design (CPTED) principles—lighting, clear windows, and unobstructed lines of sight. A DOJ guide is a good primer. COPS Portal

Step 5 — Store Design

A smart layout keeps customers browsing longer and buying more.

Best practices we apply at DGS Retail:

• Right‑hand flow with clear power aisle and decompression zone
• Category adjacencies that reduce back‑tracking
• Sightlines from the counter across high‑shrink categories
• Lighting & signage that guide rather than distract

Accessibility matters: Review ADA guidance for small businesses serving the public (aisle width, reach ranges, counters, policies). (ADA Small Business Primer • 2010 ADA Standards).

Step 6 — Fixtures & Equipment

Fixtures don’t just hold product—they sell it. DGS can help you create a polished, professional environment that fits your budget:

• Gondola Shelving (center store runs + endcaps)
• Liquor Store Displays (secure premium sections)
• Checkout Counters (ADA‑aware, queue management)
• Security Doors & Cases
• Signage & Shelf Talkers

Already have a floor plan? Use our free gondola layout configurator to calculate your gondola setup automatically.

Step 7 — Stocking Inventory

Balance top sellers (value, mainstream brands) with local favorites and seasonal features.

• Use POS data + distributor insights to track turns and set par levels.
• Pilot new items with small buys; expand based on sales velocity and margin.
• Follow TTB guidance on receiving records and keep invoices organized (audits look for this). TTB: Liquor Laws and Regulations for Retail Dealers

Step 8 — Marketing & Launch

Start building buzz before you open: claim listings, post construction updates, and preview promotions. If allowed, host tastings or a launch event—then follow up with loyalty offers.

Local listings (free):

• Google Business Profile: claim/verify and keep hours, photos, Q&A, and updates current. Google Help
• Apple Business Connect: control how you appear in Apple Maps and related apps. businessconnect.apple.com
• Yelp and other directories (optional but helpful in some markets). yelp-sales.my.site.com

Content & community:

• Share behind‑the‑scenes progress, supplier spotlights, and countdowns.
• If allowed, host tastings or a grand opening event (check your state’s rules first). Liquor Authority: Off-Premises Quick Reference

Responsible advertising: If you run alcohol‑related ads or promotions, review current industry self‑regulatory codes (helpful for content/placement standards). Distilled Spirits Council: Responsible Advertising and Marketing Practices

Step 9 — Opening Day & Beyond

• Staff for peak hours; keep managers visible and greeting customers.
• Feature endcap promotions and loyalty offers to convert first time shoppers into regulars.
• Build a quarterly calendar around seasons (summer seltzers, holiday gifting, local events).
• Keep a simple safety plan—late night retail has unique risks. OSHA’s guidance for late night retailers is a useful checklist.

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Quick Checklists

Pre‑Lease

• Market analysis complete (Census Business Builder)
• State/local regulator requirements reviewed (directory)
• Lease contingencies include liquor approval + zoning

Licensing & Compliance

• TTB Retail Dealer registration reviewed (guide)
• State permits underway (e.g., tasting permits if applicable)
• Check latest BOI rules (FinCEN BOI)

Design & Build

• Free Store Design • Layout eBook
• ADA basics reviewed (primer)
• Fixtures/security/signage specified (see links in Step 6)

Inventory & Ops

• Assortment plan + initial POs
• POS configured (tax, categories, age prompts)
• Receiving/recordkeeping process defined

Marketing & Launch

• Google Business Profile + Apple Business Connect verified
• Grand opening plan (check tasting/event permits if needed)
• Photo set: exterior, interior, key categories

External Resources to Bookmark

• TTB (Federal): Retail Beverage Alcohol Dealers – Registration • 27 CFR Part 31 (Registration) • State ABC Directory
• Beneficial Ownership (FinCEN): BOI Reporting – current status & FAQs
• SBA & Advisors: Business Plan • SBA 7(a) • SBA 504 • Find an SBDC • SCORE Mentors
• Market Data: Census Business Builder
• Listings: Google Business Profile • Apple Business Connect
• Accessibility: ADA Small Business Primer • 2010 ADA Standards
• Safety (Late‑Night Retail): OSHA: Late‑Night Retail Violence Prevention • NIOSH: Reducing Workplace Violence (Gas/Convenience)
• State Examples (Tastings): California ABC – Type 86 • New York SLA – Off‑Premises Reference
• Responsible Marketing Codes: DISCUS Code • Beer Institute Code • Wine Institute Ad Code