Advertising agency: business plan for a promising business. What you need to consider in the business plan of an advertising agency

Why do you need to write a business plan? The answer to this question is obvious - to develop a clear position for doing business. A detailed business plan is necessary in order to increase capital and, if possible, not get into debt. Without it, a modern entrepreneur will not be able to achieve the desired success.

Business plan for an advertising company - what is its significance?

It is difficult to overestimate the importance of a business plan in the modern economy. You will never achieve a positive result in your work if you do not plan your activities and predict the consequences of your work. A well-written document can be safely called the business card of the enterprise, the key to its effective development. It should be based on the chosen concept. One of the most important purposes of the plan is to enable the investor to look at your business from a new point of view and adequately evaluate it. Properly planned entrepreneurial activity is the key to rapid financial success.

A business plan is a document that defines the strategy, tactics of doing business, it must clearly indicate the goals and production technologies. In addition, it considers aspects of the enterprise, takes into account the problems that may arise in the process, and calculates methods for solving them. A business plan, as a rule, is developed for a period of at least 3-5 years, broken down for each year, and is aimed at the implementation of a specific project. It can be developed both for a newly opened enterprise and for an existing one.

Tasks and objectives of the advertising agency. His target audience

The main task of an advertising agency as a business is to maximize the advertising impact on the consumer. This issue is solved only thanks to a creative approach to business. An advertising agency can be safely called a universal organization that must constantly interact with all participants in the advertising market. All employees of the enterprise must perfectly master the skill of communicating with customers and be able to pay attention not only to creative issues, but also to economic ones.

Allocate two main goals that are characteristic of many advertising messages:

1. development of awareness about the advertised object;
2. establishment of relations to the subject of advertising.

• informs customers about the appearance of a new product;
• informs about the qualities and advantages of products;
• informs about possible new methods of using specific products;
• announces new rates;
• explains how the product works;
• describes the services provided;
• trying to eliminate misconceptions about the product.

• try to convince consumers to purchase a particular product;
• convince customers to make a purchase immediately;
• convince the consumer to purchase new products;
• change the presentation and evaluation of the product;
• create a new image of the product in the mind of the consumer;
• Don't miss out on existing loyal customers.

• constantly remind the consumer about the availability of goods;
• remind you that this particular product may be needed in the near future;
• remind you of the place where you can purchase the product;
• do not let the consumer forget about the main properties and superiority of a particular product.

In order to determine the target audience of an advertising agency, it is necessary to conduct marketing research. Exists two types of target audience:

1. target audience in the field of business;
2. target audience in the plane of the individual consumer.

The target audience includes not only direct buyers, but also those who are involved in deciding whether to purchase. Example: an advertisement for men's suits. In this particular case, the target audience will include women, since such purchases rarely occur without the initiative of the weaker sex.

The relevance of the advertising services market

In today's world, advertising is the engine of business. At the moment, no one doubts the relevance of advertising. Undoubtedly, it plays a leading role in the development of a market economy and is its primary component.

Not without reason they say that advertising is the best guarantee of the quality of the goods. A quality product should be bright, simple and interesting. If advertising is organized according to all the rules, then it will have a quick effect and contribute to the rapid sale of products.

How to open an advertising agency in accordance with the Law?

In the Russian Legislation "On Licensing Certain Types of Activities", work in the advertising business is not subject to mandatory licensing. You can either Closed Joint Stock Company.

In order for the company to work officially, it is necessary in your name. The next step is opening a bank account and ordering an individual print. When writing an application for an individual entrepreneur, it is necessary to indicate the type of activity of your advertising agency.

Required documents to register as an individual entrepreneur:

• an application written in the form No. Р21001;
• a copy of the main document;
• receipt of payment of state duty (400 rubles).

Organizational matters

Room selection

The premises for the advertising agency may not be located in the city center. Most of the negotiations can take place on the territory of the customer, so the location of the office cannot play a dominant role for the efficient operation of the agency.

A beautifully designed office can play into the hands of a novice businessman. Many clients prefer to meet with advertisers in rented premises and club offices. This is much cheaper.

Some try to make a good impression on the customer and sometimes overplay. The premises are furnished with expensive furniture and equipment, but, unfortunately, customers rarely please their presence with advertising agents in their offices.

The room is necessary for employees to work with documentation and receive phone calls, to discuss their plans and ideas.

As mentioned above, the company's employees usually go to the customer themselves, so you won't need a large room. If they want to attract wealthy clients with a prestigious office location, they rent a room in the city center.

Advertising business equipment

From the equipment you will need the following:

• several computers
• modem,
• scanner,
• Fax,
• Xerox;
• landline phone.

Particular attention should be paid to the technique for creative design.

In addition, do not forget about buying office furniture. It should be comfortable and practical. Computers for designers should be the most progressive. They are not worth saving.

The software must meet all the new requirements that exist in this area, otherwise your enterprise will not be successful in its work.

Recruitment

The business plan should take into account the costs not only for staff, but also for its number. A small agency will need a small number of employees.

Financial plan

Costs and Estimated Costs of Starting an Advertising Agency from Scratch

• Room rental - depending on the area of ​​​​the city (from 1,000 to 4,000 dollars).
• Renovation of the premises - 1,000-2,000 dollars.
• Equipment and furniture costs - $10,000.

The salaries of employees will directly depend on their work experience and the percentage of transactions. An experienced designer will have to pay 2-3 times more than a beginner.

Additional costs may also apply. This includes, for example, the salary of a hired driver with a personal vehicle. Freelancers can become good assistants in this type of business - they will help you create high-quality creative projects.

Income

Everything will depend on the direction in which you plan your advertising activities in the business. Monthly income after six months of work - up to 50,000 rubles a month, after a year - 150,000 thousand rubles, and after two years - already more than 300 thousand rubles. per month.

Profitability of the enterprise– 30–40%. In the advertising business, only creativity can bring the highest profitability. You can set the price for your services yourself. In advertising, a lot depends on your acting ability and the capabilities of the client.

Payback- from 4 months to 1 year. In no case should you refuse insignificant orders at the beginning of the journey. They can bring good income and strengthen relationships with entrepreneurs.

In what cases is the Law on the side of the Individual Entrepreneur? from our authors to all small business owners.

Freight transportation as a promising type of activity with a large financial return:

Promotion of advertising services

At the very beginning of your career, it makes no sense to advertise your company heavily. This should not be done for one simple reason: excessive activity can attract a lot of unnecessary attention from competitors.

The promotion of advertising services will greatly depend on the principles of the advertising agency, on the connections that your employees have. At first, this will provide the company with a certain number of necessary orders. The most important thing is to develop your own portfolio. It may take you a long time to create it (about a year). And before that, you should not take orders from reputable customers. First you need to learn from small and medium businessmen. Beginning advertising agencies through the media - reference books. Small firms in search of advertising campaigns turn to such media. Attend various events where you advertise your company and talk about its projects.

There is such a thing as "direct sales". What does it mean? Managers of the company themselves call customers and offer them their services. This option can be advantageous only in one case - if your agency has a completely unique product. Advertising in the media and direct sales in the first year of the company's operation will bring it only 25% of customers, the rest is only the connections of your employees.

And finally...

In order to achieve good success in this business, you need to be a creative person. Another important character trait is sociability, without which it will be very difficult to find a common language with clients.

Our target audience is medium and small companies, as most large enterprises already have long-term contracts with large PR companies. First, it is planned to open a small advertising agency, where several specialists of different professional orientations will work. We offer our clients advice, selection of a company promotion strategy in accordance with the wishes and budget of the customer, creation of an advertising campaign scenario. The guarantee of the quality of the services of our agency will be the knowledge of marketing from the owner of the enterprise, his experience in a managerial position in an advertising company. He himself will act as director of the company.

Tariffs will be set average for this type of business. Too high cost of services can scare away potential customers. And prices that are too low compared to competitors will arouse suspicion.

In order to make our business competitive, we will focus on an individual approach to each client and creative solutions to their tasks. To do this, you need to hire qualified professionals who work responsibly and with soul. The best proof of their professionalism will be a well-thought-out marketing campaign of our agency. Also, new customers should be attracted by positive recommendations from customers who are satisfied with the services provided to them.

For the production of printed products (business cards, leaflets, booklets, banners and posters) and souvenirs with company logos, we will cooperate with printing. Subsequently, as the business expands, it is planned to establish its own production.

Starting a business

To register an agency, we choose the LLC form, so that in the future we can expand the circle of our clients by participating in tenders, fulfilling government orders. When registering with the tax service, we select the simplified tax system and OKVED codes:

• 0 "Advertising activity".
• 13 “Market Research and Public Opinion Research”.
• 81 "Activities in the field of photography."
• 22 "Printing execution of promotional materials".
• 25 "Other printing activities".
• 40 "Activity of news agencies".
• 20 "Activities in the field of broadcasting and television."

We open a bank account to receive payment for services by bank transfer. We order a seal with the company logo for the conclusion of contracts.

Business start-up costs:

Office location

We rent a 50 sq. m with a partition in the office center for 15,000 rubles. The fenced-off smaller part of the room will be the director's office. The advantages of this placement:

• Availability of convenient access roads and parking spaces.
• Good condition of the premises (no need to spend money on repairs).
• High-quality lighting and ventilation of the office.
• Cleaning of the premises by the technical staff of the center.
• The presence of cables for connecting the Internet and phone.
• The location of the center in one of the busiest quarters of the city.

Room equipment

To prepare the office for work, we need:

Tables, 7 pcs. (we will put two in the director’s office in the shape of the letter T, so that there is a place for negotiations and meetings, one for the kitchen corner, 4 for employees)	14 000
Chairs for employees, 10 pcs.	10 000
Armchairs for clients, 4 pcs.	8 000
Good quality computers with software, 5 pcs.	250 000
Copier, printer, scanner, 1 pc.	15 000
Cash register, 1 pc.	15 000
Router for WI-FI operation	1 000
Electric kettle	1 000
Microwave	5 000
Dishes	500
Document storage racks	6 000
Total	325 500

Staff

The agency will work on weekdays from 10:00 to 18:00. Employees will get a five-day work week in accordance with the norms of the Labor Code of the Russian Federation.

The role of the head of the agency at first should be performed by the owner himself, knowledge and experience will help him to be a competent leader. He negotiates with clients, distributes responsibilities, organizes and controls the work of employees. Also, the owner-director will have to take on all the calculations at least for the first time. Subsequently, you can resort to outsourcing services.

The manager determines the circle of potential clients, sends them commercial offers, conducts telephone and personal negotiations with clients and partners, organizes work on projects at all stages, monitors compliance with deadlines.

A web designer (artist) develops sketches of printed products, monitors the accuracy of their production, creates image layouts for advertising in the media, the Internet.

An IT specialist ensures the high-quality operation of the Internet, computer equipment, equipping it with new software. Helps in the development of online advertising.

Staff salary costs are presented in the table:

In the future, when our agency develops, revenues will become larger and easier to predict, to motivate employees, percentages of the total profit will be added to their salaries.

Marketing

To promote an advertising agency, there is no need to contact other organizations. All stages of a marketing campaign can be carried out by their own specialists. Advertising will not be intrusive, so as not to undermine the authority of our company in the eyes of potential customers.

The marketer and manager will prepare a commercial offer and send it to enterprises that may be interested in it.

An IT specialist and a web designer will develop the company's website. It is important that there is fresh, useful information for customers. A well-designed website is not only the best advertisement, but also an example of the services that we can offer to our customers.

Also, an IT specialist, as an experienced user of the Web, determines where and under what conditions it is most profitable to place information about the agency on the Internet. A web designer and marketer will develop a layout for advertising in the media and select a publication. Starting investments in marketing - 50,000.

It is optimal at the start to work on the basis of the creator of the business. To do this, he himself needs to be a qualified advertising specialist. By the way, in this case, it will be possible to put his own advertising cases in the portfolio. Portfolio is the best advertising tool in this field of activity.

Financial plan

Monthly costs are presented in the table:

At first, it is planned to carry out five projects every month, the expected profitability of which will be 200,000 rubles. Monthly profit is 60,000 rubles. Excluding taxes - 51,000 (60,000 x 15%).

Starting costs are presented in the table:

Starting a business	29 000
office equipment	325 500
Marketing	50 000
Total	406 500

To determine the payback period, we divide the initial investment by the net profit. It turns out 3-4 months. Profitability - 36%.

For the successful conduct of this type of business as an advertising agency, first of all, professional and active employees are needed. The manager himself must be well versed in the matter, be able to motivate employees and constantly monitor their work. Advertising company specialists must be creative, professionally savvy people who can negotiate.

Approximate data:

• Monthly income - 280,000 rubles.
• Net profit - 67,830 rubles.
• Initial costs - 414,800 rubles.
• Payback - from 7 months.

This business plan, like all others in the section, contains calculations of average prices, which may differ in your case. Therefore, we recommend that you make calculations for your business individually.

In this article, we will draw up a detailed business plan for an advertising agency with calculations.

Service description

Provision of advertising services for various companies. The work will include consulting, selection of a suitable advertising strategy, risk assessment, the actual provision of advertising services (creation of the necessary accompanying elements such as leaflets, as well as their distribution). Please note that we are considering a situation where an entrepreneur opens a small advertising agency.

Market analysis

The market for advertising services is quite large, it is constantly expanding. How can it be characterized? The demand for services is constantly growing, the volume of work provided is also growing. There is no seasonality in this type of business if we evaluate the entire sector. The seasonality of enterprises applying for advertising does not significantly affect the work. The bulk of the market applies for advertising services on an ongoing basis.

Today, this particular market segment is the most promising among all available services. The success of almost any business today depends on advertising. Thus, we can talk about a high level of demand.

The advertising agency market is no more than half full. Therefore, entering the market is quite easy. In this type of business, it is very important to be flexible, ingenious, and creative. The ideal would be an option in which the head of the company will be an experienced, knowledgeable person working in this area. It is difficult to regulate work in a niche about which the entrepreneur has no knowledge. At first, he may himself participate in the development of promotions.

The most difficult thing in this area is to capture a part of the market. Today there are many advertising agencies. In addition, well-known media occupy more than a third of the market, which significantly affects the number of "free buyers". The main competitors will be precisely large companies engaged in both providing a wide range of advertising services and processing highly specialized market segments.

How can you compete with such serious competitors? It is worth approaching the development of your own ideas creatively. Try especially hard when making offers. The success of the business will depend on their quality. A low price is unlikely to attract large customers, but you should not overestimate it either. The ideal option is to set the average market price or slightly lower.

All available firms will be potential buyers. Today, the success of an enterprise directly depends on the promotion of products. No wonder they say that advertising is the engine of trade. When choosing the mid-price segment, you should understand that the main customers will be small and medium-sized firms. Large enterprises, as a rule, turn to well-known advertising agencies. It will be very difficult to catch such a "fish".

SWOT analysis

1. Possibilities

• Changes in advertising technologies, the emergence of new ways to promote the client's product.
• Wide range of suppliers.
• Possibility of rapid and low-cost expansion of the services provided.
• Prerequisites for the development of the information industry.
• High level of differentiation in this business sector.

1. Threats

• A sharp change in consumer preferences.
• High level of competition.
• Price fluctuations.
• An increase in the number of unemployed, a decrease in business activity and, as a result, a decrease in demand for the service.
• Growth of legislative restrictions, tightening of legal aspects in the given branch is possible.

There are a number of factors that the company itself can influence. They are called internal. They are commonly referred to as:

1. Strengths

• Opportunity to offer the client exclusive services.
• Deep analysis of the market situation.
• Offer a wide range of services.
• Quality services.
• clear advertising policy.
• Low cost.
• The possibility of developing a system of discounts, gifts, promotions.

1. Weak sides

• Lack of reputation, unknown company.
• Lack of experience in this area.
• Possible downtime due to delays in the supply of materials.
• Weak motivation.
• Lack of qualified workers, long search for them.

Opportunity Assessment

As mentioned above, the seasonality of individual enterprises has practically no effect on the advertising agency. It can always find customers who need this service. Therefore, work at any time of the year will take place as usual.

The organization will have a 5-day work week. The work schedule will be as follows:

Total: 40 hours a week.

This mode of operation does not violate labor laws. You don’t have to make up shifts, arrange part-time jobs, pay overtime. One team will work as a whole.

You can start work by accepting a minimum number of people in the state. To provide a full range of services, the following specialists will be needed:

• manager;
• marketer;
• artist (aka designer);
• computer technology specialist;
• operator;
• ad poster.

Each of them will perform their functions and receive a certain salary.

The company will apply for some services to other organizations (printing posters, banners, advertising in the media). The client will receive the final service. After the company develops, you can think about expanding. For example, about creating your own workshop for outdoor advertising or souvenirs.

Organizational and legal aspects

1. First you need to register your company. It can be an individual entrepreneur or an LLC. OKVED codes for this type of activity will be as follows:

• 40 - Advertising activities
• 13 - Market Research and Public Opinion Research
• 81 – Photography activities
• 22 - Printing of promotional materials
• 25 - Other printing activities
• 40 - Activities of news agencies
• 20 - Activities in the field of broadcasting and television

It is not necessary that you need all these codes. First you need to decide on the range of services provided. There may be other OKVED codes, the most basic ones are listed here. Please note that here are the new codes that will be valid from 2016.

1. No licenses or patents to receive not required.
2. If you turn to the All-Russian Classifier of Services to the Population (OKUN), you can see that advertising services are classified as "Other services". An entrepreneur can calculate and pay UTII or STS. The second tax is possible in two versions - STS "Income" 6% or STS "Income minus expenses" 6-15% (the rate is determined depending on the region).
3. It is necessary to work by bank transfer.
4. Familiarize yourself with local laws governing the operation of advertising agencies, as well as the procedure for providing services.
5. Advertising in some public places requires permission from the owner to carry out this activity (for example, for sticking in elevators).
6. Notify Rospotrebnadzor about the start of your activity in order to avoid unpleasant moments.
7. Bring the room in line with all the standards developed by the fire department.
8. Remember that work on the simplified tax system can only be started after registering a cash register with the tax authorities. With UTII, KKM is optional.
9. Get a seal with your own logo to conclude contracts with your customers.
10. remember, that the lease agreement must be official.

When choosing a location, you need to decide what functions the office will perform. If you will meet with clients on their or neutral territory, then you can choose a budget option. Otherwise, you should look for an office in an accessible part of the city.

In any case, it is necessary to bring the room to normal. The office must be respectable.

Marketing plan

The main components of the marketing strategy will be:

• Using an integrated approach. This means that all intermediate actions are carried out by the company, including planning, market assessment, creation of printing products, work on the Internet and much more.
• Focus on medium and small enterprises.
• Offer of average prices.
• High level of service provided.
• Advertising of own products (development of all stages).

Since the organization is engaged in the provision of advertising services, you do not need to go somewhere to promote your own business. You can do it yourself. However, there will be costs here too. You will have to spend money on raw materials, various materials, as well as on the placement of contextual advertising on the Internet. The development and content of the site will be engaged in.

• Own site. Your own employee can work it out. It is important to create a website that is understandable and pleasant for visitors. Be sure to update information, report on promotions, discounts. It makes sense to share your success with site visitors by posting photos, reviews, video reports.
• Internet advertising. An important aspect, since many legal entities are looking for advertising agencies through the Internet. You can negotiate advertising with organizations that provide related services or those who are focused on working specifically with legal entities.
• Sending offers, prices. This can also be done by an employee of the organization, namely a manager. He can also collect information about organizations, their contact details, and negotiate.
• Advertising in the media. It's also a pretty effective method. It is best to turn to local television, shoot an interesting, catchy video and put it on the air. Radio advertising is also great. You can send a ready-made advertising layout to newspapers or magazines, paying only for placement.

You can include in the advertising company and other methods. But posting cheap ads is still not worth it. It is better to bypass potential customers yourself, leave them your offers, business cards, perhaps talk with people responsible for advertising. But you don't have to be pushy either.

Calculation of projected income

The first months the revenue will be small. It all depends on the activity of employees, the number of attracted customers. We calculated the average monthly revenue for the first year.

We will make a calculation under the condition of 59-60% workload. Then the income will be 280 000 rubles.

Production plan

The office needs some minor repairs. Some landlords rent out excellent premises, already finished.

Equipment includes the cost of purchasing specific devices. Namely:

• Set for polygraphy and presentations.
• Photo and video equipment.

Office equipment includes 3 computers and an MFP.

Furniture will need the following:

• chairs;
• tables;
• cabinets;
• customer chairs.

Job title	The number of employees	Type of salary	Total:
manager	1	salary (10,000) +5%	24 000 rubles
marketer	1	salary (12,000) +5.5%	27 400 rubles
artist (aka designer)	1	salary (12,000) +7%	31 600 rubles
computer technology specialist	1	salary (14,000) +6.5%	32 200 rubles
operator	1	salary	20 000 rubles
ad poster	1	salary	18 000 rubles
Total:	6	salary (5,000) +	153 200 rubles

Total payroll costs - 153 200 rubles.

I would like to note that the manager partially performs the duties of a secretary. Handles phone calls and answers phone calls. He is also actively looking for clients and maintains a database.

The marketer conducts market research, identifies the most effective ways of advertising, and together with the manager draws up a plan for further actions.

The artist is engaged in the development of layouts, layout.

A computer technology specialist works with graphic, photo and video editors. He is also engaged in the development of the site, its content.

The operator is printing the necessary attributes. If necessary, arranges with other firms for the provision of support services.

organizational plan

Financial plan

Monthly revenue is: 280,000 rubles.

Initial costs: 414,800 rubles.

• Profit before tax: 79,800 rubles.
• Tax: 11,970 rubles. We calculated the STS (15% of the difference between income and expenses). Other calculation methods can also be used.
• Net profit: 67,830 rubles.
• Profitability: 24.23%.
• Payback: from 7 months.

Risks

As you know, all risks can be minimized or avoided, regardless of whether they are internal or external. Consider the most important of them, and analyze the methods of struggle.

Name of risk	Negative business impact	Ways to avoid
Changes in the economic situation in the country	Declining demand and subsequent shrinking profits	Active work in the field of forecasting and planning their own work.
Changing consumer preferences
Capturing a large market share by competitors		Studying the policies of competitors, tracking their work and success. The use of prediction in relation to their future actions.
Dumping policy from competitors
Changes in legislative acts, regulations		Mandatory study of all applicable acts. Monitor the situation in the country. This should be done not only at the level of adopted legislative acts, but also at the level of bills.
Lack of employee motivation, unwillingness to work	Decreased efficiency, decline in production volumes, a sharp decrease in the profitability of the enterprise and its profitability	Offering an adequate salary. Working with employees, establishing feedback with them (studying their desires, preferences and requirements). Creation of a psychologically favorable environment in the team.
Customer insolvency	A sharp deterioration in the financial situation	Careful study of the situation in the customer's company before concluding a contract. Development of agreements providing security. Development of an advance payment clause.
The impact of the elements, fires	Unforeseen costs, downtime, property damage	Insurance of this type of risk, their preliminary assessment.
Possible failure to fulfill own obligations to customers	Reducing profits due to the allocation of funds for the payment of penalties, rising costs	Applying to insurance companies for obtaining bonds (guarantees).

Important: Remember that you can write a business plan for your business on your own. To do this, read the articles:

Last request: We are all human and we can make mistakes, ignore something, etc. Do not judge strictly if this business plan or others in the section seem incomplete to you. If you have experience in this or that activity or you see a defect and can supplement the article, please let us know in the comments! Only in this way can we jointly make business plans more complete, detailed and relevant. Thank you for your attention!

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Business plan

Reviews (135)

The first steps to starting an advertising agency are usually the hardest. So many problems to be solved! And, above all, choose the right company format that will meet both your desires and your capabilities. Well, if you are familiar with the basic parameters of an advertising agency, you understand what formats of companies generally exist in the domestic market. And if not? Fortunately, this is not a reason to abandon your goal, the main thing is to arm yourself with the necessary knowledge.

So, we define the basics of an advertising agency. What do you need to start a new company? First of all, you should determine the format of your company. This will allow you to calculate the approximate budget of an advertising agency and decide whether you can pull such a project financially. Many entrepreneurs prefer to start with a small firm, which is mainly engaged in the provision of intermediary services. Small staff, modest orders and the same modest income. According to experts' forecasts, such companies have virtually no chance of succeeding in this market segment.

Counting on high profits, it will take a lot to invest in the development of the company. When opening an LLC to provide advertising services, prepare a package of documents for registering an advertising agency in advance so that there are no problems with regulatory authorities. You can also save money on office rent, since negotiations with the bulk of clients will be conducted on their territory. So huge areas and renovations are not at all what you need. But on the technical equipment of the office, if you are going to independently produce an intellectual product, you should not save. Designers will need powerful computers and quality software.

Creative staff is the soil on which high-quality advertising services are nurtured. But good specialists need to be paid a good salary, otherwise they will go to your competitors. To work in many areas today it has become convenient to hire freelancers who can bring new ideas. To open and organize the work of a new type of advertising agency, you will need a staff of 6-8 people, at least. And remember that mistakes in such a business are unacceptable. The slightest mistake can lead to clients avoiding your agency. Regardless of whether you are taking on such a business as advertising in vehicles or on advertising projections, everything must be done at a high level.

A professional example of a business plan for opening an advertising agency from scratch with ready-made calculations will help a novice and experienced businessman overcome all difficulties to minimize risks and without loss for himself. It describes in detail the sequence of actions when creating this business. You will learn what responsibilities the director of an advertising agency may have, figure out how to calculate the payback of an advertising company and other activities. Having chosen the right direction for yourself, you will constantly move forward towards the intended goal, and nothing will prevent you from achieving it and staying on top of success.

How to turn from a small, unknown advertising agency into a monster of the advertising business, earning tens of thousands of dollars every month? The best minds of the advertising business struggle over this question every year, but not everyone manages to find the exact answer. Starting a business like a modest advertising workshop is not so difficult, but growing it into a competitive company is much more difficult. Only an active advertising policy will lead you to the pinnacle of success, the main thing is to choose the right direction.

It makes no sense to open an advertising agency if you do not have enough funds and connections in this business. Otherwise, you will always feel that you are constantly missing something - either money, or experienced specialists, or normal orders. As a result, such a deficit will result in a banal bankruptcy when you are left with nothing. By the way, you can open an advertising company from scratch, but you are unlikely to be able to sell a ready-made business.

So, what do you need to open a successful advertising agency, where to start? And, most importantly, in what direction should we develop? In order to open a business - an advertising agency - from scratch, an entrepreneur needs experience. But even more he needs experienced specialists in the advertising business - creative, out-of-the-box thinking, capable of bringing success to your company in the shortest possible time. It is clear that such people are not lying on the road, and in the employment center they are also unlikely to help you with their search. A person who knows how to establish contacts with advertisers, beg for discounts from companies that own advertising space, is most likely already wiping his pants in some advertising agency.

Therefore, when planning to open your advertising agency, think about how to attract good advertisers to this business. Perhaps for this you will have to indulge in the most unthinkable tricks, and the increased salary in this case will be just one of the lures. And it’s not a fact that, having received a tempting business offer from your advertising agency, such a specialist will enthusiastically throw himself on your neck. Moving to a new, unknown company is a risky step, and in order to convince an experienced manager or designer to change jobs, you will have to try very hard.

Having mastered the features of promotion in a business such as an advertising agency, you can take the first step towards the development of the company. And, having decided, for example, to open your own workshop, an outdoor advertising company, you will already know in which direction to move in order for success to come to you. But in order to achieve this, to keep luck in your hands, you must be guided by a competent business plan for an advertising agency. In this document you will find a lot of important information, you will learn how profitable advertising can be and what difficulties an entrepreneur who decides to open his own business risks to face.

Outdoor advertising is one of the most effective ways to promote new products and services. Not without reason, almost all large firms and enterprises resort to it. Therefore, many entrepreneurs who are well versed in this market segment decide to open a business on outdoor advertising, on billboards.

Business and advertising are absolutely inseparable things. And while new firms and companies are opening, the services of advertising agencies that are ready to actively help businessmen to break through to their niche will also be in demand. Despite the high level of competition that prevails among agencies providing advertising services, it is impossible to say that this business is absolutely hopeless.

The outdoor advertising business belongs to the category of passive ones. You simply rent out billboards, just as any area is rented out - office or industrial premises. The cost of outdoor advertising is not comparable to the level of profit if you can manage to work with customers. All this suggests that the opening of an advertising agency for the production of outdoor advertising promises very good income for its owner.

The billboard business is very similar to a regular rental business. How to open such an agency? In this business, there are some features that are very important to consider in order to achieve optimal results. There is no special equipment required to open an advertising agency. First of all, the entrepreneur needs to find a suitable place for advertising structures, and constantly maintain their technical serviceability. Such structures are very susceptible to the influence of various climatic factors. Constant exposure to precipitation, wind can lead to damage to the structure, which should be noticed and repaired in time.

When planning to open an advertising company, carefully study the rules for installing billboards. First, you should ensure its maximum visual accessibility, taking into account seasonal factors. For example, if in winter the bare branches of trees do not greatly interfere with the perception of the image, then in summer the situation will change for the worse. In addition, a business such as an advertising agency, even if it is a mini-company, implies a clear understanding of working with the target audience. It is better to advertise goods for children in the immediate vicinity of kindergartens and educational institutions, and sports equipment - not far from sports schools, swimming pools, stadiums. If you plan to build a business on real estate advertising, then billboards must be placed near new buildings under construction.

When planning to organize an advertising business, your own advertising agency, think over a strategy for finding customers in advance, since your profit directly depends on the number of orders. Develop sample contracts with an advertising agent and with an advertiser. If you want to open the production of outdoor advertising not only on billboards, but also on houses, get acquainted with the current legislation, which prescribes the rules for advertising on residential buildings. As the experience of creating advertising not only in our country but also abroad shows, success is achieved by entrepreneurs who are guided by a clear plan of action. To do this, you should always have a professional advertising agency business plan at hand to help you choose the right direction.

FEDERAL AGENCY FOR EDUCATION

KAMA STATE ENGINEERING AND ECONOMIC ACADEMY

Faculty of Economics

Department of Economics and Management

COURSE PROJECT

Completed by: student of group 5222-b

Karimullina D.R.

Checked:

Senior Lecturer

Lukyanova A.V.

Naberezhnye Chelny.

Cover page of the business plan

Address Ave – t Mira, 15/a

Telephone 34-15-42

Strictly confidential

Please return if you are not interested in the project

To whom Karimullina Dinara Ravilevna

Short name of the project

Full name of the project Opening of RA in order to make a profit, offer the advertising market new ideas and solutions for the creation and promotion of customers' products.

Enterprise manager Karimullina Dinara Ravilevna

Tel. 57-98-38

Project prepared Karimullina Dinara Ravilevna

Tel. 57-98-38

Project start date January 2009

Project duration 3 years

The period of time from the date for which the source data is relevant, from the start date of the project 4 months

Date of preparation December 2008

Confidentiality Memorandum

This business plan is submitted for consideration on a confidential basis for making a decision on joint cooperation, and cannot be used or copied for any other purposes, as well as transferred to third parties. By accepting this business plan, the recipient assumes responsibility and guarantees the return of this copy to the bearer if he does not intend to cooperate with the new enterprise. All data, estimates of the enterprise and conclusions given on this project regarding its potential profitability, sales volumes and costs, as well as the information contained are obtained from reliable sources and calculated by a qualified drafter of the project.

Business Plan Summary

OOO "Credo - Positive" is created as a creative advertising agency. The essence of the proposed project:

3. Creation of its own production base and entry into a leading position in the market.

The financial resources required for the implementation of the project amount to 500,000 rubles. A loan is taken from a bank at 20% per annum for 1.5 years. The payback period of the project, excluding the production base, is 1.5 years, we are already starting to receive profit at the 10th month of existence. Profit set at 40%. Profitability by the second year of life will be 39.18%.

We use the latest website building technologies: Ruby on rails, jQuery, Mootools, Web 2.0, Ajax. All sites pass compatibility tests: IE 6-8, Opera 9+, FF 2-3, Safari 3-4

Issues with full color (billboards) are solved using the latest equipment that works on piezoelectric technology (inkjet printing) and allows printing with a resolution of up to 400 Dpi. Solvent inks are used for full-color printing, providing durability up to 3 years outdoors in any weather and temperature changes. The technology eliminates the need for additional lamination, as well as other types of image protection from UV rays. This printing technology is designed specifically for outdoor advertising: printing standard banners 3 x 6 m, stickers for vehicles, signs for buildings and structures, etc. For comfortable perception of printed products in the interior solution, the distance to it should be at least 1 m (for glossy posters, there are other printing technologies). The print width of the new machine is 1850 mm. The length can be practically unlimited, since the device allows you to print on roll materials - paper, film (including self-adhesive), PVC banner fabric and mesh. The thickness of the material is up to 1.5-2 mm.

So, the search for a compromise on large-format printing can be considered meaningless. When ordering, you get immediately: high quality, printing with a resolution of up to 400 Dpi on the widest printer in the city, ideal for outdoor advertising. Operational execution of the order. The equipment is located in Naberezhnye Chelny, which allows us to reduce the order execution time to one day. Printing speed averages 1 banner per hour.

4. Description of the service

The ideal structure of RA covers all three parts of the advertising business: client - creative - media planning. So to speak, three sources and three components ...

Our advertising agency is engaged in a thorough development and implementation of an advertising campaign for any product, including consulting, marketing, branding, advertising and PR. We are interested in doing this modern business, which is at the intersection of science, commerce and art. We try to be high-class professionals in all types of marketing, advertising and PR activities, in the development and promotion of our clients' brands. Strict adherence to our basic principles of building relationships with the client will help us to stay on the market, grow and develop: friendliness and attention to his wishes and needs; flexible financial policy; exact observance of production terms; providing the opportunity to choose from several options for creative developments; the most efficient use of the allocated budget.

Our business relations with representatives of the advertising market, the media and knowledge of the peculiarities of this market allow us to offer our customers special conditions and discounts, building optimal forms of interaction. When performing our work, we take into account the characteristics of the product and the wishes of the Customer, creating a special image of the product, and also take into account the opinions of the consumer (based on research Annex 1). Based on the findings, we make a layout of future advertising, provide the Customer for review (this includes the scenario of the promotion, ad texts, the number of promoters involved, the list of necessary advertising equipment). The scale of the advertising company is calculated depending on the budget planning of the Client. Once the sketches are approved by the customer, our agency will produce the final raw materials. In the process of all work, we will consult with representatives of the Customer, and, if necessary, conduct additional studies. The main venues for advertising campaigns are restaurants, cafes, nightclubs and shops. Model girls and young people from 18 to 28 years old, an artistic troupe, a dance troupe, musicians can be involved in the implementation of the action at the request of the Client. We have an extensive list of promoters required for an advertising campaign.

Our range of services includes: conducting research, developing campaign and creative concepts; development of media strategy and media planning; placement of advertising and information materials in the media (outdoor advertising, press, radio, television, Internet) - media relations; conducting PR, advertising and promotions; production of advertising and information materials (printing, audio and video media, souvenirs, etc.), advertising postcards of the Russian Sunbox network, creation of websites and media projects; website optimization and promotion; advertising on the Internet (photos of our services are presented in annex 2).

Merchandising is a set of activities carried out on the trading floor and aimed at promoting a product, brand, type or packaging.

Merchandising contributes to the effective presentation of goods at the point of sale (assortment, trading stock, visible number of copies of the goods, awareness of sellers about your product).

As part of merchandising, the following activities are possible:

Display of goods (on the trading floor, on the shelf space, placement of product groups)

Placement of POS materials

Tracking the availability of goods in the outlet, etc.

Audit of retail outlets (retailaudit) is a check of retail outlets for the availability of the required number of assortment, price positions of products corresponding to this outlet of advertising POS-materials, as well as for the presence of competitors.

Tasting Consultation Gift with purchase Demonstration Announcement Sampling Poll, testing Raffle, lottery, CVP leaflet distribution	Event Marketing Presentations Store openings Work at exhibitions Concerts, parties, corporate receptions Sports events Test Drive City holidays. Spraying
Trade Marketing Incentive programs, loyalty programs for retailers, distributors and other intermediaries Mystery Shopper Program (Mr. Shopper)	Courier delivery of correspondence, business proposals in the Republic of Tatarstan

Corporate identity development: Logo (trademark), business card, letterhead, price list, restyling (updating, altering the existing style), 3d realization of corporate identity

Video production: Video scenarios, video postcard, 3d videos (3d animation), animation videos, game video, combined videos (combining video with 3d animation, with hand-drawn graphics, + complex effects, representative videos character, logo, environment ...)

graffiti painting

Printed products (polygraphy): business cards

pocket calendar 2 tbsp. (100*70mm), desktop calendar, 2 tbsp. (house), desk calendar, wall calendar, quarterly poster, calendar, A 4, 1 st. (21x30 cm), poster, calendar, A 3, 1 st. (30x42 cm), poster, calendar, A 2, 1 st. (42x59 cm), poster, calendar, A 1, 1 st. (59x84 cm), poster, calendar, A 0, 1 st. (84x119cm), leaflet (risography) A6 / A5 / A4 / A3, discount card, 2 st. (85x54mm), newspaper module (black and white / color), label, postcard (branded / personalized), CD cover (compact disc), packaging, A4 booklet, 2 st., two folds (creasing)

diode signs

neon signs

Cityformat

Board rental 6x3

Illuminated / non-illuminated volumetric letters

Pseudo-volumetric letters

Light box one-sided / two-sided

Panel-bracket (illuminated / non-illuminated)

Tablets

Single-sided / double-sided pavement sign

Tablet sign single-sided / double-sided

Application

lamination

information stand

Full color printing on a banner, solid sheet materials

The placement of advertising media inside the TT allows you to target a different target audience, both mass and narrow (hard to reach). Accommodation: railway stations, pharmacies, food and non-food stores, universities, cinemas, nightclubs, entertainment centers, restaurants, bars, cafes, beauty salons, sports complexes, fitness clubs, etc. Setting up smoking areas. The work uses red PVC plastic with branding, laminated plywood, Oracal film. A trash can, an information board, a sign, ashtrays are installed at each place.

POS materials

Wobblers (a flat promotional product on a leg. Only the leg of the wobbler is glued to the shelf. The design feature of the leg allows you to place wobblers on surfaces of various sizes and structures. The advantage of the wobbler is space saving when placing it.)

Dispensers are a type of POS-materials intended for placement of advertising information (leaflets, booklets, etc.). Placed on horizontal surfaces, where they can be easily reached by hand. Structurally, the dispenser is a poster with a pocket for laying out materials on the front side and a leg that provides stability on the back.

Mobiles (consists of a flat or three-dimensional advertising image suspended from the ceiling. Its main advantage is that the mobile does not take up retail space and is visible from a long distance.)

Coin holders (the POS material is incomparable in terms of attention paid to it: not a single buyer of a retail outlet bypasses this small “plate”. The effect of this material is incredibly great!)

Models (an exact copy of the product packaging or the product itself). It happens the same size, enlarged or reduced. Placed on shelves, floors or in showcases.

Racks (in the standard version are used for laying out a large amount of goods). Modern racks combine the cumulative function with advertising. A beautifully designed trade advertising stand draws the attention of the buyer to the goods that are laid out on the shelves.

Desktop displays, coasters (perform a presentation role - they lay out product samples that the visitor's eye will cling to. This is convenient when the product is piece or exclusive, and you need to contact the seller to purchase it. The role of the display is to encourage the buyer to do this.)

Flags (an inexpensive and effective tool. Its peculiarity lies in the ability to install literally on any surface: ceiling, walls, on any horizontal surface.)

Hard posters, full-length figures (portable posters pasted on a rigid base with a leg. Hard posters human height, which are shaped like a silhouette of a person. Posters are used to display an advertising image on shelves, counters, on the floor, in promotions and other places.)

Shelftalkers, shelfstoppers (is an advertising element designed to visually combine and highlight products of the same brand on a common shelf. Placed on shelves at points of sale, shelftalkers highlight the position of the product, attract additional attention of buyers to it.)

Other: Photo recovery, electronic photo albums, electronic postcards (web), photomontage of any complexity

3 d Design: Interior (3d-design), entrance group (3d-design)

Advertising is a channel for the dissemination of information on the market, as well as a prerequisite for feedback from it. That is why, given that advertising is an integral part of the marketing system, it becomes necessary to consider its functions, the mechanism of interaction with other elements of the system, to determine the place of advertising in their hierarchy, which means finding ways to optimally manage advertising activities.

By creating demand and stimulating sales, forcing consumers to buy goods and accelerating the process of “buying and selling”, and hence the turnover of capital, advertising performs in the market economic function. In addition, she carries out informational function. In this role, advertising provides consumers with a directed flow of information about the manufacturer and its products, in particular, their consumer value.

At the same time, it is obvious that, being part of the marketing system, advertising steps over the narrow framework of the information function and takes on another function. communication. With the help of questionnaires, surveys, opinion gathering, analysis of the process of selling goods used in the process of studying advertising activities, feedback is maintained with the market and the consumer. This allows you to control the promotion of products on the market, create and consolidate a stable system of consumer preferences for them, if necessary, quickly adjust the process of sales and promotional activities. Thus, they are implemented controlling And corrective advertising features.

The emphasis will be on creativity. In our progressive time, ordinary advertising is no longer interesting, consumers take it for granted, they simply do not pay attention to it, but we do not just want to make money from our customers. And give them the same opportunity. Our standard orders will be the development of corporate identity, the production of representative materials and souvenirs, as well as the creation of websites. But even these standard services we will perform not standard. It is creative ideas that will make any advertisement stylish and bright that are the main wealth and the main weapon of any self-respecting advertising agency.

For example, chocolates with corporate symbols, or the use of Ambient advertising. The term "ambient media" appeared in the UK in the mid-90s. last century. He was not associated with any fundamentally new carriers. They began to designate advertising that overtakes consumers in the most unexpected places (ambient in English means “surrounding”). Today, ambient advertising is one of the fastest growing segments of the advertising market in European countries. The reason for the emergence of the ambient flow is a change in the view of advertising in general. Traditional advertising has become so commonplace that people no longer pay attention to it.

Placement of direct advertising in books is one of the best ways to reach the target audience. Getting acquainted with the book, the reader will simultaneously get acquainted with the advertising of goods and services, presented in the form of modules on separate pages. And when you consider the ability of a reader interested in these goods and services to make purchasing decisions, advertising in a book can be very effective. It remains to correctly place it.

So we will not only make advertising in an original way, but also place it in an original way.

Currently, many entrepreneurs who want to connect their business with advertising, the question arises about the need for its licensing. In accordance with Article 17 of the Federal Law of September 25, 1998 N 158-FZ "On Licensing Certain Types of Activities" (which contains an exhaustive list of types of activities that require licensing), advertising activities are not subject to licensing. Article 19 of the above-mentioned Law states that the obligation to license other types of activity may be established by other federal laws that came into force before September 25, 1998. Law N 108-FZ, which was adopted earlier than this date, also does not contain a requirement to license advertising activities. But the Law "On Advertising" reveals the content of the concepts "advertising producer" and "advertising distributor", whose activities are classified as advertising. From the content of these concepts, it can be seen that almost all types of activities that an advertising producer and advertising distributor can engage in in order to distribute advertising in any form are subject to licensing in accordance with Article 17 of Law N 158-FZ. These may be: television broadcasting, radio broadcasting, broadcasting of additional information, publishing and printing activities, distribution (excluding retail trade) and reproduction of audiovisual works and phonograms on any type of media. At the same time, obtaining a license to carry out advertising activities as such is not necessary.

After the Federal Law No. 128-FZ of August 8, 2001 comes into force, the list of licensed types of activities will be significantly reduced.

5. Market assessment

In order for the demand for advertising services to be good, among other things, they must meet certain requirements: completeness, complexity, the cost of the service must be justified, efficiency and speed in the execution of services, the quality of the service must be at its best, accessible to the maximum possible number of target consumers.

Medium and small enterprises cannot afford an advertising campaign with large advertising networks. $ 300 thousand is the minimum amount for which Muscovites agree to plan an advertising campaign. In Tatarstan, the average advertising budget that a small business can afford is 200,000 rubles. At the same time, the annual turnover of large Tatarstan advertising agencies is 10-15 million rubles. According to the forecasts of the Association of Communication Agencies of Russia (ACAR), in 2004 the total volume of Internet advertising and cinema markets will grow from $18-20 million to $25 million. professionals, investment in online advertising is now becoming more attractive to advertisers. One of the reasons for the growth of the Russian Internet advertising market, according to researchers, is that most of the target audience spends a lot of time on the Internet, and not on a competing TV - after all, you can watch the same programs on the Web. According to ACAR, the television advertising sector grew by 36% - its volume in the first half of the year reached $720-730 million. The share of advertising in the press accounted for $420-440 million (growth reached 28% compared to the same period in 2003) - Newspapers (including advertising publications) brought in $170-180 million, which is 26% more than last year, $250-260 million - magazines (30% growth).

In Chelny, according to the catalog of enterprises of one of the Chelny information sites, it was revealed that in the city, 2000 of them are subject to our consideration. Since here we also took into account state enterprises and enterprises that do not require advertising, and do not fall under the scope of our interests for one reason or another.

According to the city statistics committee, the population as of 01.09.2008 is equal to approximately 507 thousand people. Of these, who could use our services, for example, souvenir products are 50 thousand people who will use our service at least once (for example, they will order a mug with congratulations). Plus, every potential client will also use our photo services at least once. Also in the city there are approximately 2000 enterprises of small, medium and large size. Given the saturation of the market, the approximate amount of costs for our services, the market capacity will be:

50,000 people * (1-0.75) \u003d 12,500 people.

2000 enterprises*0.25=500 enterprises

E (people) \u003d 12,500 * 0.005 * 5000 \u003d 312,500 rubles

E (enterprises) \u003d 500 * 0.2 * 50000 \u003d 5 million rubles

E (total) \u003d 312,500 + 5,000,000 \u003d 5,312,500 rubles,

Where 0.005 and 0.2 are the percentages spent on this service, and respectively 5000 and 50000 are the average monthly income of the population and the profit of firms.

Given these factors, we still occupy a very small share of the entire Chelny advertising market, but our plans are to master a larger part of the market and develop throughout Tatarstan.

We are ready to provide all our customers with powerful, well-thought-out and unique advertising, including a wide range of channels and methods of influence. Although at this stage of our activity we are positioning ourselves on the market as a small company, we can provide a wide range of services and new, well-developed advertising moves. For example, advertising in unexpected places, on the Internet, professionally conducting the launch of a new product or service. The growth trend in demand for advertising services is constantly growing, as the market is already saturated with old methods of promoting goods and more originality, new approaches are required from advertising, in this regard, the market is now developing. The most demanded advertising services remain full advertising campaign and new types of advertising, in unexpected places, online advertising, outdoor advertising is growing, souvenir products are also in good demand, and products that help create your name: corporate materials, trademark, etc.

Our products are used by both companies and the general public. The population mainly consumes souvenirs, out of a desire to stand out from the crowd (a T-shirt with a photograph or an interesting picture), to make an original gift (a mug with an image, congratulations, a “chameleon”). If we evaluate ordinary buyers, then these are mostly young people (both men and women) from 15 to 25 years old, as well as women under 35 years old with the idea of ​​an original gift. This segment occupies 15% of the total mass of our customers. Our customers are people with imagination and originality, their incomes range from less than one or from one to five living wages. The main part of customers is occupied by various enterprises, i.e. their share is 75%. As a rule, start-up advertising companies are mainly approached by representatives of small and medium-sized businesses, so all efforts will be directed to promoting their advertising products and opportunities designed specifically for this market segment. Of these, enterprises associated with the social sphere - 16.15%; with trade - 21.74%; with finances 11.2%; with entertainment 19.04%; with communications and media 3.09%; with appliances 11.02%; with construction and real estate 17.14%.

Our customers are interested in the service and treat it positively. The reason for contacting us for services is the desired benefit, profit from the effective promotion of your product, as well as satisfaction of the need for originality.

Who uses ads	To reach which audiences	What advertising media	What is the main purpose
Producers (single or collective; national or regional) of consumer goods and/or services	Individual consumers	Radio, television, magazines, newspapers, billboards, direct mail advertising, transport advertising, etc.	Stimulation of demand for a product, a specific brand of product or service
Producers (single or collective; national or regional) of consumer goods and/or services for resale	Retailers and wholesalers	Trade magazines and newsletters, direct mail advertising	Encouraging retailers and wholesalers to stock and/or promote a product or service to their customers
Producers (single or collective; national or regional) of goods and/or services for the general public and/or professionals	Individual consumers, government, public institutions and groups, own workers and employees of the firm	Consumer and specialized print and broadcast media	Stimulation of favorable attitudes and possible action from key audiences in the field of "public relations"
Producers (single or collective; national or regional) of goods and/or services for professionals	Other manufacturers, retailers and wholesalers, government, public institutions and groups	Business magazines and newsletters, direct mail and certain consumer advertising media	Stimulation of demand for a specific product and/or service for direct use by professionals and/or recommendation to others
Producers (single or collectively; national or regional) of goods and/or services for the general public and/or professionals for international distribution	Individual consumers, retailers, other business enterprises, government organizations, public institutions and groups	Advertising media in foreign countries, designed for the general consumer and specialists	Drive specific purchases, influence key audiences, drive retail distribution
Retailers (single or collective) of goods and/or services	Individual consumers	Local newspapers, radio, television, magazines, billboards, transport and direct mail advertising	Incentivizing favor with a particular store, service, or group of retailers
Private individuals	Other individuals	Predominantly local newspapers (classified ads) and posters, as well as cable television	Promotion of the purchase of a specific product (goods) and / or service (s)
Government, public institutions and groups	Individual consumers, government organizations, groups, societies and associations	Advertising media designed for the general consumer and professionals	Stimulation of faith in specific activities, attempts to change behavior in the direction desirable for society, the achievement of political as well as "commercial" goals

The most developed service delivery areas in Chelny are (shown in Diagram 1). And based on this, we can assume that the most in demand at the moment.

1) Independence of the agency. It works for several clients and bears a certain responsibility to each. In an effort to provide each advertiser with the highest quality services, the agency does not report to any of them. An independent agency has the opportunity to look at the client's problems from the outside and give them an objective assessment. The agency follows its own principles for creating effective advertising rather than being willing to submit to the whims of the top management of the advertiser's organization.

2) Extensive knowledge and experience that agency employees accumulate in the process of working on various orders. Knowledge gained in one industry is often useful to advertisers in other industries.

4) Any savings that the client can make by having his own (in-house) advertising agency, as a rule, is less than the total cost of high-quality service, which he deprives himself of by refusing to cooperate with an independent agency.

2) Branding, positioning 26%

1. desire to stand out

2. make an original gift

3. cheer up

4. saving time looking for a gift

5. assortment, i.e. the ability to choose

6. positioning yourself in the market

7. stimulate demand

8. increase sales, profit

9. presentation of a new product, service

10. desire to stand out

11.Creating a corporate spirit

12.complexity

13. analysis

14.customer acquisition

15. making a name for yourself

16. desire to purchase various booklets, signboards

We build a market grid:

When contacting us, our consumers want:

1) stimulate demand

2) increase sales, profit; wish to purchase various booklets, signboards; make a name for yourself

3) position yourself in the market; attract customers

4) want to stand out; save time looking for a gift; see the range lead a presentation of a new product, service; analysis

6. Competition in the markets

The advertising market appeared quite a long time ago, but this development took place quite recently, literally in the last 8-10 years. And this market is growing and changing quite quickly: outdoor advertising has doubled over the past 4 years, online advertising has received its wide and rapid development. So the market is very dynamic, fast growing and very profitable with an effective trend tracking technique.

Firms positioning themselves as somehow connected with advertising activities in our city, there are only about 90 pieces. Moreover, the same number includes firms engaged in advertising as an accompanying service, or providing marketing services for market analysis, i.e. helping to carry out effective advertising.

Diagram 2- Number of enterprises by specialization

Diagram 3- Time of existence of enterprises in the market

Our main competitors, I consider only them, because they have been on the market for quite a long time and have studied it well, they have a lot of experience in advertising, and my RA will conquer the market just at their level. Their prices are approximately the same among themselves and slightly higher than our prices, the assortment is also approximately the same, only a few specialize in something specific. Customer reviews of our competitors are quite good. However, some talk about the sameness of services and the desire to receive similar services at lower prices. Our advantage over them is in lower prices, in new types of advertising, and in order to conquer a larger part of the market, we will eventually open our production base and with full pride will be called a full-cycle agency.

Table - 4. Evaluation of competitors

Advertising agency	Activity	Term of the work	Market Coverage
ARC	advertising service	6 years	across Tatarstan
Vitali	Design Studio	6 years	electronic design
Hot key	full cycle	6 years	a very large company with its own base
Zodiac	souvenir	6 years	premium product, seals, stamps
Indigo	corporate	6 years	polygraphy
Mizar	outdoor	6 years	Tatarstan
Advertising center	outdoor	6 years	kr.prev-e in the region
Seven	creative Group	6 years	advertising-outdoor
Trent	agency	6 years	TV
Owl	bureau of advertising techniques	6 years	marketing
Bookend	full cycle	6 years	marketing, outdoor advertising, printing
Shamsullah	advertising and souvenir studio	6 years	household appliances, fabrics

7. Marketing plan

The purpose of our company:

5. Take a leading position in five years of work

6. Return your investment in a year and a half, as well as provide a 35% return on invested capital

7. Rebuild your own building by the fourth year of life and create your own production base.

Stages of entering the market:

1. Interesting, attention-grabbing and intriguing advertising in the first three months of the company's existence. The more original the advertisement, the more potential customers will learn about it, and the more potential customers will come to us. Indeed, in the advertising business, it is necessary to present yourself more interestingly, if customers see an original advertisement, they will understand about our company that we can do it for them in the same original way. At this point, 15% of potential customers can contact us.

2. Within six months, we will develop our client base through experienced staff, as well as the connections of our employees. We will also start advertising with a list of our services. Already 15% of customers will recommend us to their friends 5%, we will also attract another 10% through incentives.

3. Dal is already at the stage of retaining its customers, since the name has already been developed, as well as attracting new ones.

Month	Revenue (tr.)	Expenses	S/S	Profit	taxes	Etc. taxes	h Approximate	Prize
January	150,00	136,97	60,00	-46,97	0,00	12,81	-59,78	0,00
February	165,00	136,97	66,00	-37,97	0,00	12,81	-50,78	0,00
March	166,65	136,97	66,66	-36,98	0,00	12,81	-49,79	0,00
April	168,32	136,97	67,33	-35,98	0,00	12,81	-48,79	0,00
May	170,00	136,97	68,00	-34,97	0,00	12,81	-47,78	0,00
June	187,00	136,97	74,80	-24,77	0,00	12,81	-37,58	0,00
July	205,70	136,97	82,28	-13,55	0,00	12,81	-26,36	0,00
August	226,27	136,97	90,51	-1,21	0,00	12,81	-14,02	0,00
September	248,90	136,97	99,56	12,37	2,97	12,81	-3,41	0,00
October	273,79	136,97	109,51	27,30	6,55	12,81	7,94	0,79
november	301,16	136,97	120,47	43,73	10,49	12,81	20,43	2,04
December	331,28	136,97	132,51	61,80	14,83	12,81	34,16	3,42
January	364,41	136,97	145,76	81,67	19,60	12,81	49,27	4,93
February	400,85	136,97	160,34	103,54	24,85	12,81	65,88	6,59
March	440,94	136,97	176,37	127,59	30,62	12,81	84,16	8,42
April	485,03	136,97	194,01	154,05	36,97	12,81	104,27	10,43
May	533,53	136,97	213,41	183,15	43,96	12,81	126,39	12,64
June	586,88	136,97	234,75	215,16	51,64	12,81	150,72	15,07
July	645,57	136,97	258,23	250,37	60,09	12,81	177,48	17,75
August	710,13	136,97	284,05	289,11	69,39	12,81	206,92	20,69
September	781,14	136,97	312,46	331,71	79,61	12,81	239,30	23,93
October	859,26	136,97	343,70	378,58	90,86	12,81	274,92	27,49
november	945,18	136,97	378,07	430,14	103,23	12,81	314,10	31,41
December	1039,70	136,97	415,88	486,85	116,84	12,81	357,20	35,72

To choose the right marketing strategy, it is necessary to determine what type the selected market for a given product belongs to.

The buyers of these services can be attributed to the producers' market, since consumers do not use advertising as a final service, but through it they make a profit and increase sales of their service or product. There are quite a few competitors in this market that provide similar services. The structure of this market is more or less established, since there are already well-established agencies that own a larger market share; prices are more or less established, since all prices between competitors have already become equal to each other, and even if they differ from each other, then only slightly.

The agency can use three marketing strategies: undifferentiated, differentiated and concentrated marketing. When choosing a marketing strategy, the following factors should be considered:

Company resources. With limited resources, the most rational strategy is concentrated marketing.

The degree of product homogeneity. An undifferentiated marketing strategy is suitable for uniform products such as steel, wheat. For products that may differ in design, such as bicycles and cars, differentiated or concentrated marketing strategies are more appropriate.

Stage of the product life cycle. When entering the market with a new product, it is advisable to offer only one version of the novelty. At the same time, it is most reasonable to use undifferentiated marketing strategies.

Degree of homogeneity of the market. If buyers have the same tastes, they buy the same amount of goods and the same periods of time, and they respond in the same way to the same marketing stimuli, it is appropriate to use an undifferentiated marketing strategy.

Marketing strategies of competitors. If competitors are engaged in market segmentation, the use of an undifferentiated marketing strategy can be disastrous. Conversely, if competitors use undifferentiated marketing, one can benefit from using differentiated or concentrated marketing strategies.

After analyzing all the facts influencing the marketing strategy, our agency will stick to the concentrated marketing strategy.

Pricing:

The determination of the price of goods is carried out in the following sequence:

Setting pricing objectives;

Cost estimate:

Analysis of prices and products of competitors;

Choice of pricing method;

Setting the final price.

staging pricing tasks:

Before proceeding with the calculation of the price of a product, it is necessary to determine what goals the company seeks to achieve with this product. Examples of frequently encountered goals in practice are: ensuring survival, maximizing current profits, gaining leadership in terms of market share, winning leadership in terms of product quality.

Ensuring survival becomes the main goal of the company in cases where there are too many manufacturers in the market, and intense competition reigns, or customer needs change dramatically. To ensure the operation of enterprises and the sale of their goods, firms are forced to set low prices in the hope of a favorable response from consumers. Survival is more important than profit.

Many firms seek to maximize current profits. They make an assessment of demand and costs: in relation to different price levels and choose the price that will provide the maximum flow of current profit.

Other firms want to be leaders in terms of market share. They believe that the company with the largest market share will have the lowest costs and the highest long-term profits. Achieving leadership, they go to the maximum possible price reduction.

A firm can set itself the goal of achieving that its product is of the highest quality of all offered on the market. This usually requires setting a high price for it in order to cover the costs of achieving high quality through costly R&D.

After analyzing the prices of competitors, our goals, opportunities, we set prices according to the method of focusing on competitors, and this price differs from competitors for some of our services, but at the same time covers our costs (price in APPENDIX 3)

In world practice, prices for the services of an advertising agency are set - this is 15% of the total advertising budget of the Customer. We consider it right to adhere to this very concept of evaluating our services. Regular customers and customers with a large advertising budget will receive a 3% discount.

Criterion	Credo - Positive	Main competitors
		Hot key	Trent	Hooligan
Quality	High performance work	High performance work	High performance is not always	Net Default
Individual approach	Creative, non-standard approach	Performing work with a certain amount of creativity	Execution of work as standard	Use of incorrect advertising methods
Price level	above average	High	above average	above average
Location	In the city center, close to many different studios	Location is inconvenient	In the city center	Downtown
Service exclusivity	New service	New service	New service	New service
Firm reputation	New advertising agency	Reputation	Reputation	Dubious reputation

The choice of means of circulation.

The media selection process consists of the following steps:

Deciding on the breadth of coverage, frequency of appearance and strength of the impact of advertising;

Selection of the main types of information dissemination media: television, radio, print media, direct mail advertising, billboards, advertising tablets in public transport, advertising design of premises;

Making decisions about the schedule for the use of advertising media.

Table - 8. Calculation of the cost of one advertising contact per month

With such a structure, it will take 0.52 × 1000 = 520 rubles to attract an additional thousand buyers.

Table - 9. Advertising company schedule

Table - 10. Cost estimate for an advertising campaign per year

8. Production plan

Functions of an advertising agency.

3. mediation between the advertiser and the media (purchase of advertising space); advertiser and companies specializing in marketing (market research, motivations); advertisers and owners of printing houses that publish brochures, catalogs, product manuals, posters, posters, etc.

1. Conduct consumer research to determine the strengths and weaknesses of the product in home use.

2. Will conduct market research to identify the circle of optimal potential consumers.

3. Develop a marketing strategy and budget.

4. Will assist in finding the product and creating its packaging.

5. Develop a creative idea and conduct its preliminary tests.

6. Develop a plan for the use of advertising media, providing the most effective coverage of target markets.

7. Develop a plan for the presentation of goods to the trade sector.

8. Develop forms of reflection of creative intent in materials used in the field of sales promotion and in the organization of advertising at points of sale.

9. Develop an outreach plan to capitalize on product novelty play.

10.Develop a plan to stimulate interest among sales staff.

A similar function is performed by the agency when developing a plan for an already established brand, regardless of whether there is a need for a new strategy or not. The planning cycle for each brand is usually one year. Offering the same services, many agencies differ significantly from each other in the style of their work.

Based on the received data, we develop a preliminary scenario for the promotion.

This includes:

location - club, restaurant, shop, school - the choice depends on the advertised product and the target group;

promoters to promote the product. Their task is to make every effort to attract attention to the product.

These can be smiling girls-models, gallant young men, professional dancers, artists, musicians.

As a rule, we offer our customers to use one of the advertising methods - souvenir products with the logo of the advertised product. People who come to the presentation like to receive small gifts. The sketch of the action being developed includes the necessary props. All creative activity of the agency predetermines that the created advertising company must necessarily be fixed in the minds of the target group. The effectiveness of advertising depends on this. Therefore, we try to ensure that each promotion is a unique show associated with the advertised product.

The sketch is submitted to the Customer for consideration and after its approval or disapproval, our agency makes adjustments as necessary and prepares the main materials. After that, the manager responsible for the project determines the costs associated with maintaining the project, presents it to the client for signing. This also includes 20% VAT and 15% agency fees. All further actions - ordering souvenirs and props in production advertising agencies, conducting training with staff, an agreement with the administration of the venue - are coordinated by the manager under the guidance of the executive director up to the holding of promotions. Since we are a full-cycle RA, but without our own production base, we plan to resort to these executors of our requests: Decor LLC Printing House, Promkomzona

How different types of our services will be carried out, as well as the technologies used in the provision of services in Appendix 5.

Table - 11. Employees, salary, vacation time.

Full name	Job title	Salary	Deductions	Vacation	Temporarily replacing
Karimullina Ravilevna	Gene. director	25 000	3250	May	Creative director
Latipova Elvira	Creative director	20 000	2600	March	Gene. director
Nizhegorodtsev Catherine	Designer	10 000	1300	April	Assistant designer
Pichugina Daria	Assistant designer	8 000	1040	June	Designer
Kovalskaya Daria	Advertising manager	8 000	1040	July	Creative director
Kuznetsova Regina	advertising agent	3 000	390	August	Freelancer
Fazylzyanova Regina	Freelancer	2 500	325	September	advertising agent
Gainullina Ramziya	Marketing Manager	9 000	1170	november	Gene. director
Nikonova Marina	Media Relations Manager	8 000	1040	February	Advertising manager
Krasnova Elena	Psychologist	5 000	650	December	Media Relations Manager
Total	10 people	98 500	12805

Calculation of the amount of cash to open RA :

1) Registration of the RA - 10,000 rubles, this includes the preparation of a document package, registration and registration with the tax office, opening a bank account, making a seal, state duty, registering a legal address.

2) Rent of premises 15,000 rubles

3) Authorized capital 20,000 rubles

4) Office equipment and office furniture, this includes 6 computers for 20,000 rubles, 2 printers for 15,000 rubles, a scanner for 20,000 rubles, a computer for a designer for 70,000 rubles, 2 telephone numbers for 10,000 rubles, organization of 6 workplaces for 15,000 rubles

5) Payment for accounting outsourced 5000 rubles

6) Salary of employees: CEO 25000, creative director 20000, designers 18000, managers 25000, psychologist 5000; the rest of the workers are freelance

7) Depreciation of 340,000 for five years was calculated using the straight-line method and will amount to 5,667 rubles per month.

8) Deductions from wages 98,500 rubles salary, 12,805 rubles deductions

Total for the opening and the month of existence to be spent 506,972 rubles

Fixed costs: rent, employee salaries, accounting, deductions, and even without income tax and loan payment is 136,972 rubles.

Payroll calculation method: salary plus bonus depending on the work of the agency, the bonus is calculated as a percentage in proportion to the salary (time-based bonus). Advertising agents and freelancers are paid on a piece-rate basis.

9. Organizational plan

As a legal status, we have chosen a limited liability company. This form is easy to implement and convenient for us in its structure. The limited liability company has an authorized capital of 10 thousand rubles. It is formed as a result of the investment of money (thousand rubles each) of the general director and director. In the event of bankruptcy, as well as under the concluded agreements, each founder is liable in the amount of his contribution.

According to the form of ownership, our limited liability company has a private form. The owners are the general manager and director.

The activity of the RA is a creative activity, therefore its success, first of all, depends on the qualifications, imagination, and skill of its employees. That is why the quality of advertising sales managers becomes the determining factor in the creation of RA. For us, as a young advertising agency, it seems reasonable to have the following key specialists on the staff. Firstly, designers are needed, one responsible directly for the creation of an advertising product, the other - engaged in layout and other routine work. Secondly, we need an “idea generator” that develops the concepts of creative products. We also need a couple of managers who will sell advertising, manage existing clients and look for new ones. The general management of the agency will be carried out by the director. It makes sense to outsource accounting to a specialized company, as it will be cheaper and more reliable.

Since people are the main capital in the Republic of Armenia, the selection of personnel must be treated with the utmost care. Preferably. So that employees have work experience, or at least are truly talented, sociable and able to sell. Since we plan to provide a full range of services, it will be useful to assign a separate specialist to each front, as well as establish relationships with several freelancers to complete unique orders.

* Department of Publication of Materials for sales promotion, point-of-sale advertising, brochures, brochures, advertising catalogs, product manuals.

* Documentation Department- due to the importance of compliance with contractual estimates, the increasingly complex economic life, additional services provided to customers are becoming more numerous and diverse.

* Research Department- in order to better understand the mechanism of advertising and its impact (filling in advertisements, susceptibility to the arguments given in them, etc.), large advertising agencies organize this department, whose activities in some cases go far beyond the study of problems directly related to with advertising.

And finally, the last service that becomes necessary in agencies with a budget that has crossed a certain threshold - "scheduling", or "flows". Here, numerous tasks of various services and departments involved in the development and implementation of an advertising campaign are prepared, put into circulation and coordinated.

Our employees will visit:

1. Competition "Grand Star" in Russia (media manager)

2. Conference "Newspaper design", Moscow (designer)

3. Graphic design competition "Grandiozno!", Ryazan (designer, creative director)

I chose this organizational structure (linear-functional) for a number of reasons:

1. expands the possibility of making competent decisions

2. reduces the time for solving current production issues, due to daily 10 minutes before the start of the working day.

3. Issues related to the difficulty of regulation and functional and linear structure do not arise in this case. Since gen. Three structures are subordinate to the director, two of which have a linear structure, and one is a functional one. Moreover, in the functional, rather, freelancers at the time of the formation of the RA, so there will be no problems yet.

10. Financial plan

We take money for opening from the bank in the amount of 500,000 rubles at 20% per annum for 1.5 years, payment will be made monthly no later than the 20th, in equal installments in the amount of 27,778 rubles. Interest is calculated on the balance of the amount.

Month	Sum	Interest	Total payment	Remainder
January	RUB 27,777.78	RUB 8,333.33	36 111.11 rub.	472 222,22 rub.
February	RUB 27,777.78	RUB 7,870.37	RUB 35,648.15	RUB 444,444.44
March	RUB 27,777.78	7 407.41 rub.	RUB 35,185.19	RUB 416,666.67
April	RUB 27,777.78	RUB 6,944.44	34 722.22 rub.	RUB 388,888.89
May	RUB 27,777.78	RUB 6,481.48	RUB 34,259.26	361 111.11 rub.
June	RUB 27,777.78	RUB 6,018.52	RUB 33,796.30	333,333.33 rub.
July	RUB 27,777.78	5 555.56 rub.	RUB 33,333.33	RUB 305,555.56
August	RUB 27,777.78	RUB 5,092.59	RUB 32,870.37	RUB 277,777.78
September	RUB 27,777.78	4 629.63 rub.	RUB 32,407.41	RUB 250,000.00
October	RUB 27,777.78	4,166.67 rubles	RUB 31,944.44	222 222,22 rub.
November	RUB 27,777.78	RUB 3,703.70	RUB 31,481.48	RUB 194,444.44
December	RUB 27,777.78	RUB 3,240.74	RUB 31,018.52	RUB 166,666.67
January	RUB 27,777.78	RUB 2,777.78	RUB 30,555.56	RUB 138,888.89
February	RUB 27,777.78	2 314.81 rub.	RUB 30,092.59	111 111.11 rub.
March	RUB 27,777.78	RUB 1,851.85	RUB 29,629.63	RUB 83,333.33
April	RUB 27,777.78	RUB 1,388.89	RUB 29,166.67	RUB 55,555.56
May	RUB 27,777.78	925.93 rub.	RUB 28,703.70	RUB 27,777.78
June	RUB 27,777.78	462.96 rubles	RUB 28,240.74	0.00 rub.

Table - 13. Cash flow statement, thousand rubles:

1 year	2 year	3 year
Cash balance at the beginning of the period	0	1289,98022	4695,28
Operating activities
Income
Repayment of receivables	30	35	40
Sales of the current year	2594,06	7792,63	27274,21
Advances from buyers	50	70	150
Other supply	10	12	20
Total receipts	2684,06	7909,63	27484,21
Payouts
Payments to suppliers, contractors	1037,76	3117,05	9366,735
Settlements with personnel for payroll	93	102,3	112,53
Tax deductions (13%)	12,092	13,299	14,6289
Taxes (24%)	34,85	727,66	14553,2
Travel expenses	40	50	60
Office rent and maintenance	183,6	205,632	210,75
Payment for communication services	10	12	15
Payment for consulting services	60	70	76
Other payments	20	30	40
Total payouts	1491,302	4327,941	24448,84
Cash flow from operating activities	1192,758	4871,66922	7730,641
Financial activities
Income
Bank credits and loans	500	0	0
Non-bank credits and loans (external)
Intragroup financing
Proceeds from the founders
Total receipts	500	0	0
Payouts
Repayment of bank loans and loans	402,77778	176,38889	0
Repayment of non-bank credits and loans
Provision of an intragroup loan
Payments to founders
Total payouts	402,77778	176,38889	0
Cash flow from financing activities	97,22222	-176,38889	0
Total cash flow	1289,9802	4695,28033	7730,641
Cash balance at the end of the period	1289,9802	4695,28033	7730,641

Break even point calculation:

Break-even point = constant expenses / C-transit expenses

After calculations (137,272/70 -42 =4,903) we came to the conclusion that in order to cover the costs we need to provide almost 4,903 services.

Profitability: R= Pchist./All expenses,

R1= (62.53/34.85+1037.63+1643.66)*100=2.3%

R2= (2150.6/727.66+3117.05+1643.66)*100=39.18%

After all the calculations, we see that our company begins to make a profit by October, and after taking into account various business trips and unaccounted expenses, we see that the company quietly begins to develop after 1.5 years of its existence.

11.Risks in the activities of the company

1.1. The risk of spending all the cash before receiving the order: unlikely due to the fact that we receive the order, and with it the advance, so there will always be cash.

1.2. The risk of a shortage or even absence of customers: we have experienced advertising agents and freelancers, whom we periodically send for advanced training, we also provide unusual services, come up with original advertising methods by the minds of the gene. director, creative director and quite often we send them to various seminars, so this risk is almost impossible. However, if this risk arises, we will launch a system of discounts, and maybe even lower prices.

1.3. Order overruns: We provide a full quote including unexpected costs and will try to negotiate with the customer if needed.

1.4. Exceeding the costs of the company: we all clearly plan from the outset, laying the rise in prices, create a reserve fund.

2.1. The risk of price reduction due to the actions of competitors: it is unlikely, because our suppliers are from Chelny, so our prices are already slightly lower than those of competitors, and we also provide unique, almost individual orders. And in which case we can reduce the price through suppliers, i.e. the process of knocking down the price of their services up to 20%

2.2. The industry is rapidly developing in the direction of individualization and originality, but our company will follow the development of the market by visiting various symposiums, and so we have already chosen that our agency just focuses on the originality of services.