Open an advertising agency business plan. Advertising agency business plan with calculations - how to open an advertising agency

Where to begin?

Osman Seit-Veliyev

Investment size

If you immediately intend to open a large agency, then you will need at least 3 million rubles to purchase all the equipment. If from scratch, from home, then at first do not expect profit, everything will have to be invested in equipment. They drew a layout - gave it to print, received money and bought ... figuratively speaking, a hammer.

Osman Seit-Veliyev

Experts do not advise immediately taking loans, asking for help from funds. Better start with minimum capital. If you want a lot at once, it’s better to sit down, think and change your mind: even if you have good equipment and workshops, then where will you find many specialists ready to work on it, moreover, smoothly and quickly, and such a number of orders to recoup the costs? It is better to grow gradually, buying equipment as needed.

If possible, you can start by investing 200 thousand rubles. Buy a good printer for printing large format paper, good computer, "drill grinder". it necessary minimum. You can ask friends for money. Although they are unlikely to give you if you do not have experience.

Where does the money go? Firstly, on a salary, because as you grow, you will have to hire people. It is most convenient to introduce a percentage payment system - from each completed object. This motivates you to work faster. The second point is the purchase of equipment. You can find a non-standard way out, for example, make friends with the employees of the wholesale warehouse and offer them barter. As a result, you will be able to get equipment at the purchase price, even cheaper than in wholesale warehouses.

At first, we purchased equipment worth about 100,000 rubles. If we bought the same thing in stores, we would need half a million.

Step-by-step instruction

I saw in the eyes of the client a moral requirement.

You have to look the part because you are an image maker. Customers look at the car you arrived in. Therefore, if there is no good car, it is better to walk.

But first of all, you must understand to whom and why we have come, to analyze the problem of a person and help to solve it. Then he will not care what you are wearing and what you came with. The human approach always plays an important role. But the more serious and larger the customer, the greater the responsibility. Because such people are simple, they have understandable concise tasks, they know what and in what time frame they need. And you, too, should be able to quickly and clearly answer whether you are able to cope with the task. If you get confused, it will give out your unprofessionalism. However, communication with customers of this level should not frighten startups, you need to grow up to this, at first work with retail stores, small operators.

As for the personnel, if there are funds, it is necessary to recruit experienced employees. But not having personal experience you risk hiring the wrong people. Therefore, it is better to take an intelligent manager who will help you. If there is no money, focus on your talents.

Osman Seit-Veliyev

We started together and worked like that for the first three months. Sometimes we had to work until 4 in the morning, and then we decided to hire people, although it was scary that we would not be able to pay wages, because all the money went to equipment. They hired people - and began to earn obviously more. Now we have two people in the workshop, plus my partner and I alternately help them. And now we need more people.

Our work schedule is unstable. At first, they worked seven days a week from 9 am, sometimes until 2 am. At the same time, people received 500 rubles a day, which caused discontent among them and their loved ones. And the guys are already about 30 years old. We motivated them by the fact that soon the enterprise will rise, and then the salary of the backbone of workers will be higher than that of those who will come later. This is how it happens. Now we have six days. We try to leave no later than eight in the evening, although sometimes we stay until ten. Entered a percentage. All of this has to come. If you want to get up quickly, you have to work.

Opening checklist

Is it profitable to open

How soon can you get to zero? This question is relevant if you have invested the initial funds. However, if you start from scratch and invest all the funds received, with the exception of those needed for food and housing, in development, then you can develop indefinitely. You can buy more and more equipment, open branches. If you work with immersion and effectively, then you need at least a year and a half for the company to bring a stable profit.

You can increase profits by processing more orders, increasing the average check. For example, a person orders a sign, and you also sell him flyers, business cards, gift certificates, discount cards.

Previously, I did not engage in self-education at all, and in the first years of study at the university I read books only within the framework of curriculum but they were pretty boring. As time went on, I gradually became interested in reading business magazines. At first it was financial magazines. For example "Kommersant". But then the magazines “The Secret of the Firm”, “Company” appeared, and they ignited in me the desire to open my own business without fail. Thanks to the knowledge that I received from the articles in these journals, in the 4th-5th year I already shone with special knowledge in front of the audience, surprising my classmates and teachers. It was magazines that became my first tools for self-education. Thanks to them, I completed the last courses almost perfectly. And off we go...

Then I learned about the famous books "Rich Dad Poor Dad", "Cashflow Quadrant". They made a strong impression on me. Later he began to play the legendary game "" on the computer. Then I became interested in audio books on psychology and personal growth. I began to listen to Vladimir Dovgan's seminars, the Think and Grow Rich audiobook, John Maxwell's 21 Irrefutable Laws of Leadership, and others.

By the way, I recommend everyone to listen to the seminars of great people on English language with simultaneous translation into Russian. Here you can immediately “kill two birds with one stone”: get good knowledge and improve your English. This knowledge still helps me in my advertising business.

After graduating from the University, he began to write a dissertation, and, having a certain amount of free time, began to study the graphics programs CorelDraw and Photoshop. At that time, I just liked to draw.

Probably, it was my hobby that determined the choice of the field of activity. Then I began to look for work in the field of advertising and sent my resume to several companies. In one of them I was invited for an interview, and so I became an advertising manager. It was a large company that sells roofing and facade materials.

My responsibilities included the development of optimal advertising solutions for the company and the search for contractors for their implementation. At that time, the field of advertising was new to me, and I had to get used to it very quickly in order to become a truly competent specialist. This took me six months. I found out what materials are more profitable to use for solving certain problems, where and what to buy cheaper, in general, I studied the market. Somewhere at this stage, the idea began to emerge in the future to open its own advertising agency.

After some time, friends, acquaintances and relatives began to contact me with requests to advertise for them. They were my first clients. Then I realized that I could without interruption from work earn extra income from your small entrepreneurial activity. I continued to work and along the way did his job. But time passed and orders on the side became more and more. And at one fine moment it became clear that my business income began to exceed the salary and bonuses at my main job.

That is how my work gradually grew into my own business.

Various firms almost daily resort to help advertising companies. The reason for this is that advertising increases profits, the popularity of products. All this leads to the fact that the advertising business is one of the most profitable. In some cases, its profitability can reach 100% or more. The main thing is to choose the direction of the company and choose the right staff.

Main areas of work

Branding - involves the development, corporate identity elements, slogan.
Event marketing – organization of events: presentations, seminars, summits, exhibitions, fairs.
BTL - promotions, during which consumers can get acquainted with the quality of the goods.
Placement and creation of advertising - signs, stands, leaflets, placement of information on the Internet.
Performance organizational work – search for performers, placement or distribution of ready-made advertising materials.
Content of advertising platforms – Internet sites, billboards, advertising screens.

Agency Registration

Before starting work, any enterprise must be registered. But this is only relevant if you really open your own company with a staff. At first, you can engage in the advertising business as an advertising agent. Registration is not required for this.

So, before opening a company, you must:

contact tax office and choose the form of registration of an individual entrepreneur or LLC. It should be borne in mind that in the case of registration of an IP, you will not be able to provide services large companies, that is legal entities.
Before starting work, you must familiarize yourself with the federal law "On Advertising" and all amendments made to it.
It is also necessary to familiarize yourself with legislative acts at the local level. In some cities there are certain restrictions on the placement of outdoor advertising.

In addition, it is necessary, together with a lawyer, to draw up a standard contract that will provide for the rights and obligations of the parties, payment (preferably in stages), cases in which the contract can be terminated, and compensation.

Premises and equipment

At the beginning of work, you will not need a room. Basically, clients do not come to the company's office, often it is advertising managers who come to them. Major issues are resolved over the phone.

The need for an office appears if the company's staff is 5 people or more. This is the place where you can set up a meeting with a client, discuss all issues with him, and also gather the entire team to distribute responsibilities. In addition, the office stores all necessary documentation, the equipment is located.

On the initial stage you will need a minimum of equipment. This includes:

computer for designer;
Printer;
scanner;
copy machine;
telephone;
the Internet;

2 options, what are advertising agencies

You have two main options for which advertising agency to open:

There are firms that are engaged only in the implementation of intermediary work. For example, they place advertisements on billboards, buses, put up ads, etc. it media PR agencies which are highly competitive.

The average number of employees is 3-4 people, this is a sufficient number of people to start with. Basically, newcomers take their first steps here, but if you do not resist other large organizations in the race of competitors, then everything will fall apart.

Another option that is more sustainable in this area of business is to open an agency that will create advertising(ideas for commercials, branding, slogans).

If the company employs creative minds, then it will quickly become popular and can easily be a leader in this business.

What is advertising: 7 varieties

No. 1. Print mass-media

One of the oldest ways to place commercial ads is in newspapers and magazines.

If you are going to work with this type of advertising, you need to find out the numbers of all advertising departments in print media. Next is to find out the prices for advertising in each newspaper, specifications for the layout (there may be different restrictions on color reproduction or size).

Of course, this information can be studied after receiving specific orders. But it will be better if, already at a meeting with a client, you can give him professional advice and name specific numbers. Thus, you will attract his attention with competence in the matter.

If you have opened a creative agency, then the advertising should be developed by the employees themselves. Therefore, it is important to hire only experienced people for the position of designers.

Even if you have an intermediary agency, still find someone who can create layouts for newspapers. Indeed, up to 3,000 rubles are paid for the creation of an advertisement, and at first all the money is very important for the company.

If you do not have such an employee, then a layout designer or photo editor can make a bright picture in the editorial office itself.

No. 2. Television and radio

Ads.
Teleshop.
Ticker.

Number 3. Polygraphy

It is desirable that you have a person who could create layouts for all this wealth. it great option for extra income.

If you don’t have such a position as a designer in your state, you will have to negotiate with other advertising agencies that are ready to come up with layouts. In such cases, you will lose a large amount of money from the order.

Do not forget that before giving the layout to the printing house, you must obtain consent from the client.

No. 4. Outdoor advertising

This is also a very wide range of services: banners, billboards, pavement signs, signs, announcements on public transport, etc. Not a single advertising agency can do without this format, because it is in this category that most orders are made.

First you need to find companies that manufacture these products. Not every printing house takes on such orders, because, for example, banners are printed only in a single copy, and special material is required for manufacturing.

Again, we note that it is better to create advertising layouts yourself, then you only have to pay for the production itself outdoor advertising, and for the idea you will take the money for yourself. Thus, it is realistic to earn up to 20,000 rubles a day if you have orders.

It is worth mentioning separately about billboards (constructions with advertising on the road). Basically, the owner of all billboards in the city is one person (maximum 2-3 people, but it depends on the scale of the city).

It will be difficult to agree on advertising placement with them if you have just opened. As a rule, they cooperate only with large and popular advertising agencies. It will take a long time to negotiate so that there is a place for your advertisers.

Usually, billboards are rented months in advance, because this is one of the most effective types of advertising.

No. 5. Internal advertising

For example, if these are branded watches, then advertising is best placed in offices, expensive beauty salons, restaurants, shopping malls near boutiques. If the product is aimed at the elderly, then the ad should be placed on transport, in elevators of high-rise buildings.

No. 6. Souvenirs

AT recent times is very popular souvenir products(for example, T-shirts with a company logo or a photo of a specific person).

In addition, you can produce with different symbols:

cups,
pens,
calendars,
medals and certificates,
phone cases.

At first, you can offer your services in the manufacture of souvenirs for retail. There will be demand for products, especially if the price is reasonable. When you are convinced that there are orders for these products, you can buy a special printer and make the product yourself.

Well, such a product diverges during the elections. Do not be afraid to raise prices during this period (of course, within reason).

No. 7. Promotions

A promotion is an event that should open up a new product or service to people, as well as introduce a potential audience to a new business in the city.

*An example of a promotion in the Metro

Promotions are arranged in shopping centers or large supermarkets. The event includes some kind of competition, during which the audience gets acquainted with a new product or service. Information about the competition must be specified in advance (its venue, time, conditions, organizer).

Be sure to check the information regarding the receipt of prizes. Sometimes, due to inaccuracies, those who did not receive prizes can make a scandal. The organizer, that is, the advertising agency, is responsible for this incident.

6 steps to open a PR agency

When you already have a concrete idea of what you have to work with, you can move on to the question of how to open an advertising agency, and what is needed for this.

Main steps:

Company registration.
Analysis of competitors.
Selection of personnel for work.
Rental of premises for work.
Website and price list creation.
Search for partners and advertisers.

Step 1. Registering an enterprise before opening an advertising agency

Before, you need to register an enterprise if you do not want to have problems with the law. To do this, you should contact the tax office at the place of registration (if we are talking about individual entrepreneurs) in order to formalize the ownership right.

If you want to open an agency just to provide intermediary services, then it is enough to have the status of an individual entrepreneur.

When registering, you need to select the appropriate code from the All-Russian Classifier of Economic Activities. In this situation code 74.40 is suitable (advertising activity).

After that, it remains to order a print for your advertising agency, open a current account and proceed to the next step.

Step 2. Analysis of the work of "advertising" competitors in 2 steps

A very laborious stage in opening an agency is an analysis of the advertising market in the city.

If you really simplify, you can divide all the work into 2 steps:

First, decide what range of services you are ready to implement at this stage.

Find out what competitors are doing. Perhaps they overlooked some type of advertising (for example, promotions). Pay maximum attention to this type of advertising in order to have a certain feature in the market, and provide Additional services different from the "range" of competitors.

You can call everyone on your own, and introduce yourself as an advertiser to find out the prices of competitors. This information is necessary to understand what numbers you need to enter in your price list.

The more services you provide, the more customers you will get. However, do not forget that this will have to, which will not pay off soon.

Step 3. Recruitment for work in an advertising agency

It is very important to select personnel who will be interested in business development. Not everyone will want to work for a fledgling advertising agency that may not stay afloat. Therefore, you will have to lure them with salaries, bonuses, bonuses, etc.

It is best to recruit personnel who have worked in this area, know the market from the inside, have their own clients or make acquaintances with potential partners.

Director (a person who will conclude contracts with clients and partners).
Manager (he will be responsible for finding clients, places for advertising, partners).
Designer (creator of layouts).

Will have to hire creative director, and preferably two, who will come up with the design of layouts, commercials, invent PR moves. To start such a team will be enough.

Let's calculate what expenses for personnel payments you will face monthly if you decide to open an advertising agency:

Of course, we give approximate figures. In reality, you will indicate other salaries in the business plan of the advertising agency, and enter information about future salary increases and bonuses.

However, approximately you will have to pay salaries of employees of an advertising agency in the amount of from 200 000 rubles every month.

Step 4. Renting a room for work

In this matter, it all depends on your starting capital. If there is money, then it is best to find an office in the city center, with good repair. It is here that business meetings with customers will take place, and the first impression is very important in this business.

When the capital is minimal, then you can withdraw small room on the outskirts, but then you will have to go to customers yourself to conclude contracts. Even if the office is located on the periphery, the repair should still be good, because the customer can come to you on an important issue at any time.

A large amount will be spent on the purchase of equipment:

Computers.
Work rooms for all staff.
Printer/scanner.
Camera.
Tablet for the designer.
Projector for client presentations.

Step 5. Creating a website and price list for an advertising agency

Today it is difficult to imagine any business without its own website. An advertising agency must have its own page on the Internet. You can also open groups in in social networks Because potential customers are everywhere.

The site should contain all the information about the services provided, their prices, contacts of managers. Create promotions on social networks and on the site itself to attract advertisers.

Here is an example of a well-designed site, where each type of advertising has its own section, everything is available, there is no unnecessary information:

Pay great attention to creating a price list for the agency. Its design should also be as simple as possible. The customer needs information about what prices you have, not bright pictures.

Step 6. Search for partners and advertisers

The last stage in opening an advertising agency is business partners. Here, managers or the head of an advertising agency are included in the work. At the beginning of the opening, you can involve everyone in finding a profitable customer, because this is a profit for each team member.

Arrange cooperation with business partners before you start receiving orders. If you are a media agency, then conclude preliminary contracts with printing houses for printing flyers, business cards. Find firms that are ready to produce banners and pavement signs for you.

Don't expect customers to find you as soon as you open. Managers should independently call possible advertisers and agree on cooperation. Make concessions, attract affordable prices, bright promotional offers.

How much does it cost to open an advertising agency?

As you remember, there are several formats of an advertising agency. We will consider the example of a media agency, as it will require less investment. This means that this format is more attractive for start-up entrepreneurs.

Capital investment in a media agency

As you can see, to open a media agency, large investments are not required. However, do not forget about regular investments in the existence and development of the business.

Simple steps towards the goal - in the following video:

Monthly investment in an advertising firm

At first, you will have to invest your money every month until you reach the point of business payback. In general, it will be possible to recoup the investment in 10-12 months of active work.

In this business, a lot depends on your staff. After all, one theoretical information about how to open an advertising agency, not enough. It is necessary to have sociable employees who can as soon as possible make a name for your company.

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If an aspiring entrepreneur is determined to open an advertising agency from scratch, he needs to know about all the advantages and disadvantages of this business. First of all, it is worth highlighting the quick payback of the initial investment, since with proper organization the operation of the enterprise in 3-5 months, you can return the investment and get a profit.

This is easily explained by the very high demand for the services of advertising companies. Even in a difficult economic situation, small businesses and large organizations continue their work, and an increase in consumer demand for their products and services is only possible through professional promotion. Other benefits of this business include:

high cost of advertising services;
the possibility of opening an agency with minimal financial investment;
stable income with regular customers;
lack of strict geographical framework for the activities of the enterprise.

Advertising business is ideal for creative people able to generate creative ideas, because it is this feature that will allow the entrepreneur to create a unique product in demand and find a large number of regular customers.

Owners commercial organizations understand the importance of running effective advertising campaigns, so they allocate solid budgets for this. For this reason, it is extremely important to find a large number of regular customers who will provide the agency with a comfortable existence for a long time. Large investments are not required to start, so entrepreneurs can open their business with minimum investment without much difficulty.

But, despite the prospects of the business in the field of advertising, this species activity has a serious drawback - high level competition. In order to work successfully in this direction, it is necessary to carefully consider what services the advertising agency will provide and how it can interest the target audience.

Types of advertising agencies

Entrepreneurs should know that the advertising business from scratch should be started by choosing the format of the future enterprise and determining the direction of its activity. Conventionally, all agencies can be divided into manufacturing firms and distribution companies. Large organizations successfully combine the production of a specific product (signs, booklets, banners, billboards, etc.) and advertising campaigns. Small businesses tend to specialize in just one thing.

Advertising agencies full cycle. Organizations of this type provide their customers full complex services in the field of promotion of specific products. They conduct market analysis in a particular area and develop implementation strategies advertising campaign. Customers are offered all sorts of media services, such as product promotion in the media or via the Internet. Also, such enterprises have their own production facilities for the manufacture of outdoor advertising and other products with their subsequent placement. For implementation complex projects third-party organizations may be involved (under a subcontract agreement).
Specialized RA. Such firms specialize in working with certain audiences or in performing any functions. For example, they can be engaged in the acquisition and delivery of various advertising materials to customers. There are also agencies that operate in various fields: design, promotion of various social events, etc. In fact, such firms perform certain stages of the full cycle of the advertising campaign and mostly work closely with other organizations (for example, it may be an agency for organizing holidays).
BTL companies. BTL agencies specialize in organizing and conducting promotional events and various events.
media selling companies. They are firms that are engaged in the purchase / sale of advertising space.

How to open an advertising agency from scratch?

Let's consider the main stages.

Business registration

To start a business, you will need to register an enterprise. If you plan to open a small agency, an individual entrepreneur will do. To obtain it, you need to contact the department of the Federal Tax Service and submit an appropriate application.

You should also indicate the OKVED code 74.40 - "Advertising", pay the state duty and open a bank account. You can register your agency as an LLC, which will allow you to cooperate with large organizations. The cost of obtaining permits varies within 1 thousand rubles (for individual entrepreneurs).

Room search

To open your own agency, you need to rent office space. Its size depends on the number of employees who will work in the company. Meetings with customers will mainly take place on neutral territory, but you can organize them at home, so you should provide an appropriate environment for these purposes. The cost of renting a room with an area of 30 m? fluctuates within 15 thousand rubles a month. It also doesn't hurt to do redecorating office, which will cost 30 thousand rubles.

Purchase of equipment

To equip an office, an entrepreneur will need to buy upholstered and cabinet furniture, computers and office equipment (printer, scanner, copier). Depending on the number of designers, several powerful PCs must be purchased. Computer equipment for the advertising business must have a professional software that will allow to carry out projects of any complexity. It is also worth taking care of the serviceability of communications, high-speed Internet and telephone multichannel communication. The cost of equipment for a small agency varies within 130 thousand rubles.

Personnel attraction

In the advertising business, it is extremely important to successfully select staff, because not only the quality of services, but also the success of the agency will depend on their professionalism. It is advisable to hire experienced people. Such specialists have their own client base.

As for designers, they must have the talent and ability to think outside the box. In general, the staff of a small enterprise includes:

creative director - 20 thousand rubles;
manager - 15 thousand rubles;
designer - 20 thousand rubles.

The accounting department of the enterprise can be entrusted to remote employees, for which you will have to allocate about 5 thousand monthly. Total - the cost of staff salaries amount to 60 thousand rubles a month.

advertising agency advertisement

To popularize their own agency, a businessman will need to use various effective advertising channels. These should include:

cold calls;
advertising in the media;
promotion of your own website on the Internet;
creation of a thematic community in social networks;
outdoor sites.

The account manager should be tasked with finding potential customers. One of effective ways gathering your own base is making cold calls. The advertising offer must be correctly composed, and the information is presented to people in a compressed form. It is recommended to focus on the uniqueness of services and the benefits of cooperation with your company.

A good result will be given by ads placed in the media and city printed publications. It does not hurt to register the agency in such electronic directories as 4GEO, Double Gis and others. It is also necessary to make a business card site for an advertising agency. This will attract a large number of customers, since the lion's share of information is distributed through the Global Network. It is recommended to create a price list, which will indicate the services and prices for them, and place it on the main page of the site, where, in addition, information about promotions, discounts and other company activities should be published.

Promotion in social networks shows excellent results, so the creation of a thematic public is a must. In it, you need to notify subscribers about the work of the agency and services in order to interest customers in ordering advertising from you. Do not forget about in large numbers websites and blogs on the Internet that are somehow related to the subject of advertising. They need to advertise.

Advertising agency - business plan

Entrepreneurs can sketch out a business plan on their own, which will allow you to determine the size of the initial investment, the amount of required monthly costs and the estimated profit. The initial investment will be:

registration of an enterprise - 1 thousand rubles;
office rent - 15 thousand rubles;
cosmetic repairs of the premises - 30 thousand rubles;
purchase of furniture - 40 thousand rubles;
Internet and telephony connection - 10 thousand rubles;
purchase of computer equipment - 130 thousand rubles.

Total - the volume of initial investments will be 226 thousand rubles. Mandatory monthly expenses:

rent - 15 thousand rubles;
salary of employees - 60 thousand rubles;
taxes - 20 thousand rubles.

The total amount of expenses is 95 thousand rubles. Concerning monthly profit advertising agency, then its size depends on the direction of activity, the trade margin and the list of services provided. Average income advertising organization is about 35-40% of the cost of orders. As practice shows, a small enterprise is able to fulfill several orders weekly, which bring about 250-300 thousand rubles a month. Over time, profits can be significantly higher.

How to compete in the advertising business?

The statistics of the activities of advertising agencies shows that most of them close in the first year of operation, unable to withstand the competition. To stay afloat and develop successfully, entrepreneurs need to properly organize their company's development strategy.

The first thing to do is to come up with a catchy name for the advertising agency. The client must remember from the first time the company with which he would like to work. If there are no ideas, you can contact a company specializing in naming. The cost of such services varies between 25-40 thousand rubles.

At the initial stage of the agency's work, each client, including small organizations, is dear. For this reason, it is extremely important to create an appropriate impression of yourself. In each city there are directories of enterprises, you need to register in them. This will enable many organizations to contact you for services themselves. To stand out from the competition, the agency must have its own unique products that will allow you to firmly gain a foothold in this niche and satisfy the needs of customers.