Advertising company business plan. Ready-made business plan for an advertising agency with a financial model

Advertising is an integral part of any business, product and service that first appears on the market and needs to attract attention to itself. Therefore, you can safely bet on a business plan advertising agency with calculations and its success. Since the demand for effective and high-quality advertising products is constantly growing. Therefore, this direction can be considered quite a promising type of activity. In our case, this organization will be engaged in the distribution of advertising information, as well as its printing on tickets in public transport. We plan to open our organization on a franchise basis.

1. Every year the growth in advertising services only increases.
2. Advertising, which will be printed on tickets, will definitely reach the end consumer.
3. Placing this type of advertising is an extremely effective way.
4. The company on behalf of which we will work has been operating since 2007.
5. She is reliable.

Products and services provided by the organization

Any outdoor advertising agency or a full cycle advertising agency is a type of activity that will remain afloat in any economic situation in the country, as the growth of new organizations only increases every year. The field we have chosen is one of the most effective ways promotion of goods and services.

This type of activity is suitable only if the city has more than 300 thousand inhabitants.

As an advertising medium, we choose a ticket. Its format is 9 by 5 centimeters, the advertisement will be in color, printed on both sides. Printing will be applied on their own agencies using the the best equipment and materials.

1. The size is 9 by 5 centimeters.
2. Advertising will be placed on each side of the ticket.
3. Continuous numbering of tickets.
4. Tickets will be glued together from the end part.
5. The paper used is offset, weighing 80 grams.
6. Each pack of tickets will consist of 200 or 250 pieces.

• Direct hit to the end user. During the journey, a ticket is given to everyone, since it must be kept throughout the entire journey, then the passenger will have enough time to familiarize himself with the information.
• The ticket has a small and convenient form, it can be easily stored in a wallet if necessary.
• The effectiveness of advertising is very easy to track. If you print on it information about the provision of discounts upon presentation of the ticket.
• Choice of target audience. You can do coverage both throughout the city and in certain areas.
• The advertising medium is very interesting in design.
• Thanks to own equipment to create advertising, reaching one person will not cost so much.

1. Enter this type of business and make a profit quickly enough.
2. Doing business will be as simple as possible, since the entire algorithm of work will be presented by the franchisor.
3. Thanks to fast ticket sales, efficiency can be assessed immediately.
4. One advertising medium has a low cost.
5. Partners will always keep in touch with you and provide the necessary information required for work.

Sales market and its description

The business plan for an outdoor advertising agency includes information on market stability. Regardless of the economic situation in the country, services related to attracting potential clients to a particular product or service will always be in demand. Advertising agencies continue to open even during the crisis. The main thing is to stick to your goals.

When conducting a number of studies, it was revealed that the main audience, which is almost 70%, consists of women, the rest belongs to men. Also, the predominant part of the passengers consists of students and working people.

Over many years of experience, it has become possible to identify categories of products that bring results in the process of conducting an advertising campaign:

• Medicines.
• Household appliances.
• Furniture and interior items.
• Various promotions and discounts.
• Food.
• Insurance products.

Sales and Marketing

We can include among them:

• Informative channel. The source of information in our case is the tickets themselves. They are able not only to inform the client about something new, but also to attract the attention of people with their unusual and colorful design. Thanks to this, fame comes to the advertised product or service. Subsequently, word of mouth is triggered and even those who did not have direct contact with the source of advertising begin to learn about this information.
• Efficiency of sales managers and project manager. Thanks to their work end-user find out the information that they wanted to convey to them. Thanks to the fact that they organize meetings with clients, make a large number of cold calls, thanks to all this, a large mass of people are informed.
• Placement of advertising on third-party sources through an affiliate program.

Before opening any company, be you at least 100 times sure, analyze the market in which you are going to work. You can analyze the market in many ways, let's look at the easiest way - by analyzing competitors operating in the market. This method well suited for cities up to 1 million people.

So, you need to first identify all the firms providing services = the number of competitors. Select the first group of firms that have been on the market for more than 5 years, centenarians, if this group is more than 50%, then the market is mostly filled with such a situation observed in most cities, but there are exceptions.

Select the second group of firms that exist on the market for less than a year; if this group is less than 30%, then the market is filled and you can safely enter it.

Multitasking is good for an advertising agency, the more services you provide the better for you, remember that clients look at the quality of your ads and products and choose based on that.

Choosing a form of ownership

Individual entrepreneur

This form of ownership is most suitable for small business, which focuses on the small market. The main thing to remember with this form of ownership is that in the event of legal claims against you, you will be responsible with all your property, including personal.

But there are also advantages to banking services, it will be cheaper for you, less reporting to government bodies, your name and the guarantees that the IP gives can also be a pole.

Joint stock companies

This form of ownership is most suitable for advertising agencies. With the help of JSC, you can participate in various tenders and state. purchases, in this option you are responsible only for the entire property of the company. Minus can only be with a little more expensive service in banks and submitting reports not once a year, but quarterly.

After choosing the form of ownership, it is important to choose the right OKVED forms; in the future, changing them will cost 400 rubles for each change.

If you are going to work with the state. companies or big companies who play their orders at tenders, then in order to participate in them, your company or you as an individual entrepreneur will need to have certain OKVED codes, which must be indicated in your statement.

If you already have premises for your company, then you need to attach documents confirming the ownership of the property so that this address is indicated as a legal one. When choosing a company name, you may be refused if you choose a similar form of ownership and a similar name with a company that exists, as a rule, the tax office does not have time to check the data and does not return the documents for this reason.

But there is a fact that the tax office in Moscow returned the documents to OAO Gazprom, since a similar company, with the same name, the same form of ownership, already exists. After registering with the tax office, be sure to open a bank account and inform the tax office about its opening. And also register with the FSS and the FIU, if the tax authority did not immediately put you on this account.

Choosing a taxation system

The last important legal point when opening is the choice of taxation system. In total, in Russia there are several special taxation systems, a general taxation regime, simplified system taxation and a single tax on imputed income.

Most the best way this is the STS (simplified taxation system), an application for switching to the STS must be submitted immediately with a package of documents upon registration, otherwise you will fall into the general taxation regime.

The USN has two modes, these are:

• income deduction is 6 percent,
• deduction from income minus expenses is 15%.

Room selection

When choosing a space for an advertising agency, it is worth considering two factors, the first is how you position yourself and the second if you print banners and other printing, your production facilities are located in the office or in another room.

You can not do production facilities at all - you can negotiate with a large advertising agency about printing with them at a small discount, you will still have a little more expensive than theirs, and the volumes for them are larger, or you can create your own capacities, for this various small technical premises on the outskirts of cities. Thus, to open an RA, you will need at least an office of 10-15 sq. m.

Equipment

When choosing office equipment, of course, the main thing is to take powerful computers so that they can download any sketch. Everything else can be chosen to your heart's content, but clients say they love clean offices decorated in interesting design, so to speak, the mask of an advertising agency.

For the most minimal option, you will need 2 computers with powerful processors, 1 color printer, 2 desktops, chairs.

Staff

If you yourself are going to work in the RA, then hire at least 1 employee in case you get sick or something else happens, and at that moment you need to be in the office.

If you open an RA, hire an organizer with a design education to take the place of a director and another designer, if the main thing for a designer is to work with orders and clients, then the director’s task should be to find clients, draw up PR campaigns and, of course, develop the company.

Advertising/Marketing

It is very important for a modern advertising agency to have its own website, where answers should be given, where you are, what services you provide, how to contact you (we advise you to fill out the callback form), today in marketing there are many techniques for creating selling websites, choose the right one for you and run it.

If you are advertising on your advertising space when they are not busy, place your ad. And in our opinion, the most important thing for an advertising agency is a corporate identity, which you must have and it must be present everywhere on the site, in the office and on your advertising.

Production plan

It will take you 2 weeks to register a company, unless of course everything went well. After that, you can safely start working. As a rule, advertising agencies reach breakeven by 2 months, unless of course he had an agreement with clients in advance.

The first month of work is spent on advertising an active offer of services, and by the end of the first week the first visitors will appear, and maybe customers, and the first month is spent on various negotiations with competitors to provide you with a discount if you contact them.

The second month is already technical adjustment of interaction in work. If employees have found the language and you are actively working to attract customers by the end of 2 months, you will pass the break-even point. So, let's calculate how much is needed to pass the breakeven point.

• logo design - 20 thousand rubles.
• development of a layout for a magazine - 12 thousand rubles.
• creation of a specific scenario - 12 thousand rubles.
• development of the corporate identity of the organization - 70 thousand rubles.
• development of an original layout for publications - 25 thousand rubles.
• creation of a shield layout - 8 thousand rubles.

And this is the most modest list of services provided by an advertising agency.

Calculations

Investments

To open an office you need:

• 2 computers x 50 thousand rubles = 100 tr.,
• printer 25 tr.,
• tables and chairs 75 tr.,
• office supplies 10 tr.
• software 25 tr.

Total: at least 235 thousand rubles.

1 month of office work will cost:

• office rent 20 tr.,
• director's salary 50 tr.,
• designer salary 35 tr.,

Total: 105 thousand rubles, not including production costs.

So the after-tax break-even point will be approximately 110-115 thousand rubles .

Possible profit

It is very difficult to calculate the profit of the first month. In the second month, the income can be approximately 200 thousand on the basis that you will find your 5 clients, and provide services to 3 more clients while using the capacities of your competitors. The payback period is 3 months.

This business can even at that small local level, with good work with clients, in half a year, consistently bring 1 million in income, and if you decide to develop the agency, then even more.

Stanislav Matveev

Author of the bestseller "Phenomenal Memory". Record holder of the Book of Records of Russia. Creator of the training center "Remember Everything". The owner of Internet portals in legal, business and fishing topics. Former franchise owner and online store owner.

This business plan involves the opening of an advertising agency in Moscow. The advertising agency plans to provide the following services: conducting advertising campaigns, creating a brand of a product or service, manufacturing a wide variety of advertising media and equipment, organizing press conferences, presentations and other events aimed at promoting the product of the customer company.

The decision to open the company was a marketing study, during which an insufficient number of advertising agencies were identified that meet the growing demand of the population for quality services in the field of advertising and promotion of goods and services.

The purpose of this project is to show what real advertising should be and how to provide the client with high-quality advertising.

How much money do you need to open an advertising agency

To launch the project, it will be necessary to raise 300,000 rubles. Source of financing - commercial Bank, which contains the current account of our company.

To accommodate the company, a room was rented in a passable place, very convenient for customers to visit. The organizational and legal form of the future agency is a limited liability company. The estimated number of newly opened jobs is 9 people. Among them: a director, an executive director, an accountant, a psychologist, an artist-designer, two managers, a driver and a courier.

In this material:

How to start an advertising agency business plan? It depends on how exactly you plan to start in this business. Someone counts on a good initial investment and expects to pay it back very quickly, while someone has to hope to start the project from scratch. Both of them have good chances to succeed in business.

The main mission of the project

It is the mission that the advertising agency performs, because it helps hundreds and thousands of people to succeed. There are many people who have good organizational skills, feel the needs of potential customers and the mood of the market, are able to produce good goods and services themselves, but cannot sell it all. For this reason, their projects fail, they are forced to close their enterprises, although all they lacked was competent promotion.

In this case, traditional advertising agencies, which act in a stereotyped way, drown these projects faster, draining thousands of advertising budgets. They do not recommend bringing clients, but offer to master the advertising budget by completing a chain of simple actions, including the development of a beautiful flyer or banner design, hanging or distributing printed materials. Their advertising is ineffective.

Customers are already tired of all this, although there is no particular alternative. The need for advertising is only increasing, but the competition in this market is rather big. It is necessary at the start to try to move away from competitors, to offer potential clients something that would compare favorably with all other agencies. But the main thing is to bring real consumers to the customer. Set such a mission for your advertising enterprise. If you manage to perform this task regularly, then there will be no end to customers.

What do you need for a traditional start?

What does a traditional advertising business look like and what does it take? Most advertising agencies offer the following range of development and creation services:

• layouts;
• banners;
• business cards;
• flyers;
• logos.

Profitability in this area reaches from 40-50%. For some reason, this is called a creative business, but it doesn’t smell like a special creative, because basically some kind of hackneyed template or its processing is offered. An example of the cost of some services:

• the scenario is proposed to be developed for 12-15 thousand rubles or more;
• the logo costs from 20 thousand rubles;
• development of a shield layout of 18 m 2 - from 7-8 thousand rubles;
• original layout of a corporate publication - from 20 thousand rubles;
• advertising layout in a magazine - from 10 thousand rubles;
• corporate identity - from 70 thousand rubles.

No one gives guarantees that the money spent on the developed layout will somehow pay off. It is very good if a new enterprise:

• may purchase or lease spaces on which advertising is given and lease or sublease them;
• advertising is made on it in the form of signboards, stands, etc.;
• has the potential to sell advertising via the Internet (creating selling pages, business card sites, promoting them, etc.).

For this on initial stage the following investments in equipment will be required:

• multiple computers with high performance for design work and software for them from 2 thousand dollars;
• printing equipment used to make signs, business cards, banners - from 15 thousand dollars;
• good internet channel and dedicated phone line— depending on tariffs;
• office furniture - from $500;
• stationery, material for the manufacture of products - from $ 500.

In general, at the start, you will have to count on an amount of $20,000 or more, because you will still need to create a company website, invest in promoting advertising services, and pay for renting a room until everything is set up and repaired. Finally, the search for staff and customers will take some time.

From the staff you will need:

• designer;
• creative;
• agency marketing manager.

As soon as everything is ready, the staff is hired, the equipment is purchased, you need to start looking for customers, although this should be done earlier.

Why can you start from scratch?

But you can not engage in the purchase of expensive equipment. It is enough to have a computer and a telephone, good Internet - the minimum that is needed for your own advertising agency. As for the necessary printing equipment, printing can be ordered from agencies that have it. There is no need to worry that once they have made printed materials for your client, they will intercept him.

First, they don't know that you are not the client's representative. And secondly, unlike this print shop, you do not just provide a banner or some kind of layout. Your agency does not sell advertising. It solves the problem of the client to promote his goods and services. And printed materials in this solution are only one of the tools, and not the main one, while traditional advertising ends with this.

Therefore, in the business plan of an advertising agency (Appendix No. 1), it is generally possible not to make any value in the column that lists the costs of purchasing equipment and hiring staff. Everyone has a computer and a phone, and a stable Internet does not require a lot of money.

Some people think that it takes a lot of money to start an advertising business. But it's not. Money is needed to create your own image, brand. How to do it? 100% mark-up on services, even on business cards. Having received the order, having taken 50% of the advance payment, they have already paid for the order and went to zero. The remaining 50% is your profit. Having received several thousand rubles of profit from the first order, invest in the provision of advertising services in your business. You can and should start working in the advertising business from scratch.

How to be different from others?

Whether you start with everything necessary equipment or from complete scratch, for the successful development of the project, you will have to follow the basic principle - to combine technology, people and their capabilities. It's easy to say, but not hard to do if you're creative.

For example, many types of businesses prefer online advertising. This is especially true for small businesses, for which this type of promotion is very accessible and effective. At the same time, every day, hundreds of thousands of people travel by subway or other public transport. Almost everyone is in their gadget, be it a smartphone or tablet. If at this time he sees an advertisement with an attractive headline and a website address, he will be able to enter it using his own device.

But already on the page of the Internet resource itself (selling page, business card site, one-pager), it is taken into circulation by the main call, pictures, special offers and the offer itself. That is, the task of printed matter should not include the sale of the product or service itself, it should be an impetus for a potential client to move further along the sales funnel, which the advertising agency builds. The advertising market has changed, now offline complements online advertising.

That is why blind copying of any one element by a competitor will not bring customers to the customer. This means that even if the customer is offered to order printed products directly, this will not suit him. By placing an order directly with those who print a banner or flyer, he will save 1-2 thousand rubles, but in general he will lose: this tool will not fit into common system sales. Such an approach to working with customers can be built into offers not of any individual services, but of a whole complex, when cases are offered to potential clients of an advertising agency.

Expect to open your own website right away. The site is necessary, it is not even discussed. No one has canceled online orders. An agency is exactly the same small business that needs cheap and fast promotion. Try to focus on interpersonal relationships with customers who play a big role. Respect the deadlines and accuracy of order fulfillment.

Use the power of social networks. A lot of people live in social networks, so make sure that it works for you, and not you are in it. But the group should be interesting and not pushy. You don't need to sell it right away. Sales must be unobtrusive.

Get a short convenient memorable number. Parallel it with a box Email so that people send e-mail, match the address with the phone number. There is no need to worry about a landline phone, since there is no urgent need for it. At a basic level, learn the graphics editor Photoshop or CorelDraw.

On the website of the agency, place such a unique trade offer(hereinafter - USP) with a good offer to stand out from competitors. Example: free shipping printed materials or arrival in the office to the customer manager, designer. Keep in mind that the more time you spend on a client, the more responsive you can expect from him.

In the USP, it is better to offer a range of services. Having made a banner, the customer will find that there is no one to place it and nowhere. Ads are not running. One banner requires a set of services - design development, offer preparation, printing, finding a place and hanging. Offer all this to your clients in a complex. You can enter into partnerships with other entrepreneurs to perform other services.

On the site you need to hang enthusiastic real reviews even if they are about making a slogan or business cards.

Some important points at work

First, tune in to failures, don't let them be a disappointment to you. Know that everyone needs advertising and no one will refuse new customers. So this time you were unconvincing. Second, don't offer a process, but offer an end result. If you provide them with new customers, they will always stay with you.

And where do you get ideas about the squeak of customers for the agency and clients for them? They are everywhere. Pay attention to the example of low-quality advertising that hangs, come up with your own version, test it using the network’s capabilities and offer it to a potential customer who is already draining the budget for low-quality advertising.

Keep in mind that your first customers need to be completely sure that they are being honest with them. Otherwise, they will run away, feeling at least some falseness. Show yourself as a specialist, speak in an understandable language, partner with large advertising agencies, which may have customers that do not suit them in price and size.

No need to just come and say that you are a beginner. A website, business cards, your own style - all this shows the customer that you are a professional. Be sure to include all the first works in your portfolio so that it grows very quickly. Publish materials on the site about the emergence of innovations in the field of advertising, new equipment, new technologies. This shows the professionalism of the agency itself. And this must be done as quickly as possible.

If it so happens that the customer needs a nosebleed to know how long you have been in the market, do not cheat. Showing efficiency is one thing, and outright lies are another. Admit that you have not been in this business for long, but you are ready for creativity and show what the customer will not find in other agencies with their stereotyped thinking.

Many are attracted to this business by high margins, the ability to recoup investments in a few months. If you go the other way, offering clients not a process, but an end result, as few do, the agency can grow into a large enterprise with millions of turnovers. Today there are no problems with the production of goods and services, but there is a high demand for their sale. The main thing is to learn how to satisfy this demand. And this is an art that needs to be comprehended.

Order a business plan

	Investments: Investments 320,000 - 1,570,000 rubles.
	Investments: Investments 3 800 000 - 5 000 000 ₽ G.Bar is the most large network beauty bars in the world, which serves more than 60 thousand customers and provides more than 140 thousand services annually. The G.Bar network includes 6 own beauty bars (Kyiv, Moscow) and 21 franchised ones in the world, including Russia, Ukraine, Poland, Kazakhstan, Kyrgyzstan, Slovakia, Cyprus, and the USA. The company was founded in 2015 and provides…
	Investments: Investments 800,000 - 5,000,000 ₽ ISABEL GARCIA is an Italian designer clothing brand. Our goal is to be represented in every country. Today, the brand is won by thousands of fans around the world. The brand's headquarters, main creative and production centers are located in Bologna (Italy). The representative office of the brand is located in Moscow. The principle of the company is "Straight from the catwalk - to the wardrobe." The mission of the brand is to bring elements of haute couture to…
	Investments: Investments 1 200 000 - 3 000 000 ₽ The history of the SushiStore brand began in 2009, at the peak of the financial crisis. The crisis of 2008-2009 hit well-being significantly Russian citizens. In the country, in the field of catering, meanwhile, a pan-Asian trend was seriously brewing. This was due to the popularity of Pan-Asian cuisine all over the world, due to the low cost of its ingredients. It was during this period that Russia began to open everywhere ...
	Investments: Investments 1 500 000 - 2 000 000 ₽ The company was founded in 2005. Share Evgeny Vasilyevich. It was a response to the ever-increasing consumer demand for organizing space as they see fit. And this trend is increasing every year. People do not want to live in the conditions of planning decisions imposed on them by developers and remake residential and non-residential space to suit their goals and objectives. Device openings Do you want ...
	Investments: Investments 290,000 - 700,000 ₽ The company was founded in 2015. Founder - Anton Sergeev, participant and winner of the Russian and European Championships in ballroom dancing. The idea of ​​​​the existence of the company is the development of children preschool age through ballroom dancing. "Children on the floor" is new approach in the organization of children's dance schools. First of all, this is the maximum comfortable conditions and a special relationship to the dancer with…
	Investments: Investments 1 500 000 - 2 500 000 ₽ CarPrice.ru is the first and largest online auction of used cars in Russia. The reason for the appearance of CarPrice Before the advent of CarPrice, there were 2 main ways to sell a car on the secondary car market 1. Advertisements for the sale of cars - auto, avito, irr. Disadvantages Endless calls; Underpricing by resellers; negative emotions- people are nervous and worried because of the fear that they will be deceived and sell the car ...
	Investments: Investments 75 000 ₽ We produce unique norwegian houses" already 5 years. We offer you to open a production " Norwegian houses" in your region and earn 2.5 million rubles a year! The uniqueness of the "Norwegian houses": Residential 2x storey house for permanent residence, with an area of ​​33 sq.m, is mounted in 1 day and costs only 590,000 rubles! The house is manufactured in the factory, ready to be transported and mounted ...

The advertising sphere is developing every year: any start-up company is interested in rapid development and attracting customers. professional help in this business offer specialized advertising agencies. Due to the high demand for advertising services, it makes sense to start own business in this direction. Below is a detailed business plan for an advertising agency from scratch with indicative calculations and a development forecast for 2019.

Advertising agency: project goals

The type of activity of the company will be formulated as an enterprise for the production of advertising, placement of a finished advertising product on the agency's advertising sites.

The main goals of the project:

• — opening and development of a highly profitable advertising agency;
• - making a profit at a high level;
• — filling a free niche in the market of advertising services.

Summary of the future project on preliminary calculations will have next view:

• – starting investments – about 2 million rubles;
• – investment return period – 10-24 months;
• — net profit project - from 330 thousand rubles per month.

To prepare for the opening of an advertising agency, you will need to apply to a banking structure to obtain a commercial loan for business development. The approximate amount of the loan is 1 million 900 thousand rubles. It is the loan funds that will become the main part of the initial investment in opening an enterprise, so the total cost of the project will be equal to the amount of the loan. The total amount of interest paid, or the investor's income, will be 129.5 thousand rubles. It is planned to return borrowed funds from the first month of operation of the enterprise. Provided that the interest rate on the loan is 17.5%, the payback period should reach 18 months, and the total economic effect for a conditional life cycle the project under consideration - 1 million 135 thousand rubles.

Such calculations are very approximate and require confirmation. Therefore, the financial part of the plan contains detailed calculations of costs and future profits for all major items.

Advertising agency: features and characteristics of the object

Most modern companies do not independently engage in their own advertising. In most cases, they entrust this task to professionals - advertising agencies, which saves time and achieves greater efficiency. Agency specialists analyze each specific situation, create a specific task that is relevant for a particular client, create and approve a plan. Based on the results of the work performed, the agency managers prepare a presentation and a media plan, coordinating it with the customer.

When planning to open a business, you need to consider all the tasks that are set for advertising, and therefore for its creators:

• - informing about the range of goods or services, features and benefits of their use;
• - informing potential consumers about the appearance of new products;
• - formation of tastes of the target audience;
• — Offers to make seasonal purchases, which may be associated with any events, such as discounts or sales;
• - an appeal to purchase goods or services in a particular firm, which contributes to trade interests;
• — informing about new or more convenient places purchase of goods;
• - message to representatives of the target audience about expanding the range of goods or improving its quality;
• — stimulation of demand among buyers.

Thus, main task agencies will create advertising to attract the attention of a potential consumer to the object of advertising - a product or service. Most advertising products are based on a creative component - a creative approach allows you to fix the image of a certain brand in the mind of a potential consumer and create a strong association between a product and a company.

Advertising agencies can be conditionally divided into 2 groups - creative and media. The first type of enterprises specializes in creating advertising, the second - in its placement and reporting to the addressee. These two main areas can be combined in one company, but there are also agencies of a narrower specialization. For example, firms engaged in interactive marketing, event marketing, branding, communication design and other areas. Their target audience may be somewhat narrower, but such enterprises have a sufficient audience due to the high level of services provided in their direction.

Most advertising agencies have this structure:

1. - customer service department - managers who act as a link between customers and the advertising agency itself;
2. - department for strategic planning. In his department - communication planning, work with consumer research and development of an advertising campaign strategy;
3. - creative department - a department that creates the creative part of the product. The strategy is based on a strategy previously developed by specialists. This department employs copywriters who create the text element of advertising, and specialists responsible for the visual range. This department is usually headed by creative director;
4. — Production Department. Its representatives - designers and prepress specialists, directly work on the embodiment of an already created idea;
5. – media planning department – ​​responsible for placing advertisements in media that have sufficient relevance;
6. — department responsible for advertising on television and other media, on the Internet and outdoor advertising.

Thus, the full range of services performed and offered by the agency includes the following aspects:

1. - development and construction of a strategy for a specific advertising campaign;
2. - generating ideas for advertising;
3. - media planning, which involves the creation of a campaign plan structured by the media;
4. – purchase of advertising in the media according to the placement plan agreed with the customer;
5. - production of finished promotional products;
6. - analysis of the effectiveness of the campaign.

The plan is to create a medium-sized agency, so it may not be strictly structured due to the limited number of employees and the lack of many departments. Therefore, when planning the opening of a company, it is worth giving preference to multidisciplinary specialists. Some functions can be entrusted to partner companies, as well as to attract freelance specialists.

Stages of opening an advertising agency

1. — development of strategy and format future organization;
2. – preparation of documentation, opening of a business entity and registration of a license;
3. - rent or purchase of office space;
4. – purchase and installation of equipment, computers and office equipment;
5. - set of staff;
6. - advertising campaign, customer search.

Advertising agency office

Most of the work in advertising agencies is done remotely, so it is not necessary to open an office in the city center. But regardless of the geographical location, a well-furnished reception area is required, where meetings with clients will take place.

The average advertising agency may be located in a standard office space 60 sq. meters. If the company will be a full-cycle enterprise, its area should be larger: then it can be 100 or even more sq.m. If at first the company's activities will include mainly the creative part, a minimal office will do, because some of the employees will be able to do their work remotely at home. All these features will significantly save on rent and utility bills.

Regardless of whether the agency will be located in the central part of the city or in a residential area, it must be equipped with a noticeable sign. Such outdoor advertising will become one of the important methods of attracting customers. The entrance to the office will have to be properly equipped, making parking. The premises themselves are planned to be well zoned: since all employees will perform various work, it is important that their workplaces are in different offices. Therefore, for a company of this kind, the most suitable standard office building. Such facilities usually do not require overhaul, they often have a telephone and Internet connection, and also have a favorable territorial location.

Equipment

The main office equipment are:

• - high quality computers software;
• - peripherals;
• – furniture: tables and chairs for employees, cabinets, chairs and armchairs for clients and partners, full equipment reception: reception desk, sofa for visitors to wait;
• - if necessary - TVs;
• - band repeater.

If you plan to open a full-cycle agency, the set of tools and materials will be more extensive:

• – hot glue machines;
• - laminators;
• - cutters;
• - embossing press;
• – office board and projection equipment;
• - document shredder
• — mini-printing house;
• - currency detector;
• - Banknote Counter;
• - Various office supplies.

All technical equipment is selected in such a way that it meets the existing quality standards and contributes to the growth of the company's productivity. All equipment must comply with safety standards for humans and environment. And the estimated costs of its acquisition must be included in the marketing plan of the project. In most cases, the technical part of the costs is the most expensive item in the business plan.

Staff

If the advertising agency is a full-cycle enterprise, the team will be more numerous. In this case, you will need sheet pickers, folders, bookbinders and other workers responsible for the execution of the technical part of the work.

The peculiarity of this branch of activity is that there are a lot of specialists on the market, but there is still a shortage of professional personnel. This is due to the fact that the country still lacks a high-quality system of training personnel in the field of advertising. It takes about a month to search for suitable specialists, so you should start recruiting in advance.

Official registration

Starting a business from scratch requires mandatory registration with the tax service. For a company providing advertising services, both common forms are suitable - LLC and IP. If a mini-format of a company is planned without its further expansion, you can definitely choose an individual entrepreneur. With a larger project, which in the future should become a full-fledged complex for the development of advertising and the production of promotional products, it is better to immediately register a legal entity - LLC. An LLC will be more suitable if there are several founders.

If during planning it was decided to open legal entity, it is necessary to study the provisions of the Federal Law "On Limited Liability Companies" (). The document details the requirements that an enterprise must meet in order to obtain LLC status, as well as making authorized capital and other features.

Regardless of the format - LLC or individual entrepreneur, you need to submit an application to the Federal Tax Service, in which you indicate the main personal data of the founder and the OKVED code according to a special classifier. All promotional activities in this document can be found under code 73 (). To be sure that none of the offered services will go beyond the code chosen by the classifier, the founder of the agency can choose several thematic codes at once. To start a business in the advertising industry, you need to study the following regulatory documents:

Marketing campaign. Target audience and competitiveness b

The vast majority of modern enterprises, not only medium and large, but also small businesses, resort to advertising services. But according to statistics, advertising specialists are most in demand among medium and large companies. These are:

• store chains,
• manufacturing enterprises,
• companies in the FMCG sector (offering consumer goods for sale),
• large law firms.

As a rule, they place high demands on advertising agencies in terms of timing, reliability and salary adequacy.

Since the advertising market can already be considered formed, this business plan should contain an exact plan for the company to enter the TOP. It is easier to organize the work of such an agency in the provinces than in big cities, but orders there will certainly be an order of magnitude smaller. Therefore, according to preliminary estimates, the discovery of advertising business in a big city, especially in Moscow or St. Petersburg.

There are several marketing features inherent in this business. One of the most important is the impact of the economic crisis. In previous years, there was a serious crisis, as a result of which many market participants ceased to exist. As a result, only the strongest agencies remained on the market. This factor, as well as increasing competition today, is most relevant not so much for full-cycle advertising enterprises as for agencies offering a limited range of services.

Home positive feature, affecting the development of the market, can be considered an increasing demand for the services of advertising agencies. Even companies that have their own advertising department turn to specialized specialists to strengthen their position in the market.

Only in the capital this moment there are more than 2.5 thousand advertising agencies. At the same time, from 2015 to 2018, the industry growth rate was about 13%. In the future, this figure should increase. At the same time, according to marketing research, over the past few years there has been a significant reformatting of the industry: advertising in the press has lost ground, giving way to the Internet, especially social networks. In turn, outdoor advertising is experiencing significant restrictions on the part of regulations. According to a preliminary analysis, contextual Internet advertising is the leader in terms of relevance today. Its growth rate is 45% with an upward trend. Display advertising growth rate is 15%. In general, in the online advertising segment, the growth rate remains consistently the highest - it is 43 percent.

To summarize information about marketing plan business, we can conclude that the number of market participants is gradually growing, while the demand for the services of advertising agencies remains approximately at the same level. This means that it is necessary to enter the market with a specific strategy that is different from the existing ones.

Even before the opening, it is necessary to carry out a set of measures to form consumer opinion and attract customers. The following methods will be effective in this:

• — development and development of its own website;
• - placement of advertisements on their advertising platforms;
• — creation of thematic videos;
• - advertising in thematic media.

To effective methods promotion of the campaign can be attributed to the placement of advertisements on television, where they will be seen big number potential clients.

According to established rule, any service will be promising if its target audience includes at least 1% of the economically active population. In the case of Russia, the number of potential customers should be from 780 thousand, which in current conditions very likely.

Risks and prospects

The positive is that the owner has a large amount of information that helps create new lines of profit, and useful connections. From such an agency itself, over time, a number of other companies can be developed:

• Design Studio,
• PR agency,
• consulting company and others.

1. — the periodically intensifying economic crisis, which reduces demand in most segments of the country's service market;
2. — high level competition;
3. — significant financial investments, especially when creating a full cycle agency;
4. — shortage of highly qualified specialists in the industry.

The prospects of the future company also depend on the success of the choice of the market segment. So, an advertising agency can serve the following business segments:

- home offices: the actors here are individual entrepreneurs running their own business and striving to develop and increase their client audience;

Small businesses with less than 100 employees. They have a small budget, but are among the most important and numerous clients of advertising agencies;

- medium-sized companies, the number of which does not reach 500 people;

- large firms. Such enterprises with more than 500 employees are considered the most solvent customers. But this category is not numerous, and for its location will have to fight with competing companies.

To fully enter the market, you should focus on all existing categories of potential customers. In this case, neither a possible crisis nor the activation of competitors pose a threat.

Financial plan

The financial component of the business plan provides for the following main features:

1) First, the project loading plan is calculated. It will take into account that during the first 3-6 months the advertising agency will work mainly for itself rather than for clients. This means that the focus will be on advertising your own services. After the expiration of the above period, the break-even point must be reached.

2) In the initial analysis of the potential profit of the future enterprise, average figures relevant for this market direction are used:

The presented plan is a standard one, drawn up without taking into account the individual nuances of a single plan. With regard to a specific plan and taking into account strictly planned cost items, the expenditure part should be calculated in several sections - starting, monthly and annual expenses. In this vein, the project cost plan will be as follows:

When planning the income of an enterprise, one should consider the average prices for advertising services operating in the market. The minimum scores will be as follows:

– logo development – ​​from 30 thousand;

– creation of a corporate identity for the brand – over 70 thousand;

– development of the original layout of the corporate publication – 25 thousand and more.

The peculiarity of the advertising business is that the product created in it has no specific cost. The cost of advertisers' services depends almost entirely on their reputation in the market and the ability to recommend and sell their product to a client. However, although there can be no upper price limit in this industry, initially you need to build on the average market prices in your city and region.

The 2-year period considered in the plan is an approximate period for opening and bringing an advertising agency to self-sufficiency. The plan for the volume of production and sale of agency services for this period can be conditionally divided into two main stages:

If the current market growth, which is currently 13% per year, remains at the same level, the annual sales volume of the enterprise will exceed 10 million rubles.

The sales forecast is performed based on the following factors:

- conclusions on the analysis of the general state of the market for the provision of services in the advertising field;

— general conclusions regarding the state of the relevant market segment. The threshold of profitability during the calculations will be the lowest, which will make the analysis as objective and accurate as possible.

The taxes that are obligatory for payment by any private enterprise, regardless of the type of activity and the chosen taxation system, are as follows:

So, the business plan of an advertising agency is one of the modern and popular areas of the service sector. This industry is specific, since its target audience is the subjects entrepreneurial activity different scale. Since advertising services do not belong to the sphere of prime necessity, this type of activity is significantly affected by crisis phenomena in the economy. However, with a competent marketing campaign and high quality of the services provided, agencies in demand, even in economically unfavorable periods, have a chance to maintain their positions. With a successful start and active development, the payback of the enterprise occurs within 2 years.