home Treatment and prevention Detailed business plan for an advertising agency. Business plan for an advertising company

Detailed business plan for an advertising agency. Business plan for an advertising company

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

The decision to open the company was based on marketing research, which revealed an insufficient number of advertising agencies that could satisfy the growing public demand for quality services in the field of advertising and promotion of goods and services.

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

How much money do you need to open an advertising agency?

To launch the project, you will need to raise 300,000 rubles. The source of financing is a commercial bank where our company’s current account is located.

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

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4. Description of the service

The ideal structure of an advertising agency covers all three levels of the advertising business: clienting – creative – media planning. So to speak, three sources and three components...

Our advertising agency is engaged in the careful development and implementation of an advertising campaign for any product, including consulting, marketing, branding, advertising and PR. We are interested in 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 clients will help us stay in the market, grow and develop: friendliness and attention to his wishes and needs; flexible financial policy; strict adherence to production deadlines; providing the opportunity to choose from several creative development options; maximum efficient use of the allocated budget.

Our business connections with representatives of the advertising market, the media and knowledge of the peculiarities of this market allow us to offer our clients 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 prepare a mock-up of future advertising and provide it to the Customer for review (this includes the advertising campaign script, ad texts, the number of involved promoters, and a list of necessary advertising equipment). The scale of the advertising campaign is calculated depending on the Client’s budget planning. After the customer approves the sketches, our agency will produce the final raw materials. Throughout the entire work, we will consult with representatives of the Customer and conduct additional research if necessary. The main venues for advertising campaigns are restaurants, cafes, nightclubs, shops. To carry out the campaign, at the request of the Client, female models and young people from 18 to 28 years old, an artistic troupe, a dance troupe, and musicians can be involved. We have an extensive list of promoters needed to carry out an advertising campaign.

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

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

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

The following activities are possible within the framework of merchandising:

Display of goods (in the sales area, on shelf space, placement of product groups)

Placement of POS materials

Tracking the availability of goods at a retail outlet, etc.

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

Tasting

Consultation

Gift with purchase

Demonstration

Announcement

Sampling

Survey, testing

Raffle, lottery, TsVP

Distributing leaflets

Event marketing

Presentations

Store openings

Work at exhibitions

Concerts, parties, corporate receptions

Sports events

Test Drive

City holidays.

Carrying out spraying

Trade marketing

Incentive programs, loyalty programs for retailers, distributors and other intermediaries

Mystery Shopper program (Mr. Shopper)

Courier delivery of correspondence and business proposals in the Republic of Tatarstan

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

Video production: Video scripts, video postcards, 3D videos (3D animation), animation videos, game videos, combined videos (combining video with 3D animation, with hand-drawn graphics, + complex effects, representative videos of character, logo, environment...)

Graffiti painting

Printed products (printing): Business cards

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

LED signs

Neon signs

Cityformat

Rent of 6x3 boards

Illuminated / non-illuminated volumetric letters

Pseudo-volume letters

Light box single sided/double sided

Panel-bracket (light / non-light)

Signs

Signpost one-sided / double-sided

Tablet sign one-sided / two-sided

Application

Lamination

Information stand

Full color printing on banners, solid sheet materials

Placing advertising media inside the TT allows for a targeted impact on various target audiences, both mass and narrow (hard-to-reach). Location: train stations, pharmacies, food and non-food stores, universities, cinemas, night clubs, entertainment centers, restaurants, bars, cafes, beauty salons, sports complexes, fitness clubs, etc. Design of smoking areas. The work uses red PVC plastic with branding, laminated plywood, and Oracal film. A trash can, an information board, a sign, and ashtrays are installed at each place.

POS materials

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

Dispensers are a type of POS materials intended for placing 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 providing 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 occupy retail space and is visible from a great distance.)

Coin holders (POS material, incomparable in terms of the attention it receives: not a single buyer point of sale will not pass this small “plate”. The effect of this material is incredibly great!)

Dummies (an exact copy of the product packaging or the product itself). Available in the same size, larger or smaller. Placed on shelves, floor or display cases.

Racks (in the standard version they are used for displaying large quantities of goods). Modern stands combine storage and advertising functions. Trade advertising stand, decorated in beautiful view, attracts the buyer’s attention to the product that is laid out on the shelves.

Tabletop displays, stands (they perform a presentational role - samples of goods are laid out on them, to which the visitor’s eye will cling. This is convenient when the product is one-piece or exclusive, and to purchase it you need to contact the seller. The role of the display is to encourage the buyer to do this.)

Flags (inexpensive and effective remedy. Its peculiarity lies in the possibility of installation on literally any surface: ceiling, walls, any horizontal surface.)

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

Shelf talkers, shelf stoppers (represents an advertising element designed to visually unite and highlight products of one brand on a common shelf. Placed on shelves at points of sale, shelf talkers highlight the position of the product and attract additional customer attention to it.)

Other: Photo recovery, electronic photo albums, electronic cards (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, taking into account the fact that advertising is an integral part of the marketing system, there is a need to consider its functions, the mechanism of interaction with other elements of the system, and 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 “purchase and sale”, and hence the turnover of capital, advertising performs in the market economic function. In addition, she also carries out informational function. In this role, advertising provides consumers with a targeted 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 boundaries of the information function and takes on another function communication. With the help of questionnaires, surveys, collecting opinions, and analyzing 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 to the market, create and consolidate among consumers a stable system of preferences for them, and, if necessary, quickly adjust the process of sales and advertising activities. Thus, they are realized controlling And corrective advertising functions.

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

For example, chocolate bars 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 media. It has come to mean advertising that reaches 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 movement is a change in the view of advertising in general. Traditional advertising has become so familiar that people no longer pay attention to it.

Placing direct advertising in books is one of the best ways to reach your target audience. While getting acquainted with the book, the reader will simultaneously become familiar with advertising of goods and services, presented in the form of modules on separate pages. And if you take into account the ability of a reader interested in these goods and services to make purchasing decisions, advertising in a book can be very effective. All that remains is to place it correctly.

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 activities have a question about the need for licensing. In accordance with Article 17 of the Federal Law of September 25, 1998 N 158-FZ “On licensing of certain types of activities” (containing an exhaustive list of types of activities requiring licensing), advertising activities are not subject to licensing. Article 19 of the above-mentioned Law states that the obligation to license other types of activities may be established by other federal laws that entered into force before September 25, 1998. Law No. 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”, the activities of which are classified as advertising. From the content of these concepts it is clear that almost all types of activities that an advertising producer and advertising distributor can engage in for the purpose of distributing advertising in any form are subject to licensing in accordance with Article 17 of Law N 158-FZ. This can be: television broadcasting, radio broadcasting, broadcasting of additional information, publishing and printing activities, distribution (except for 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 Federal Law No. 128-FZ of August 8, 2001 comes into force, the list of licensed 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 of execution of services, the quality of the service must be high, accessible to the maximum possible number of target consumers.

Medium and small businesses cannot afford an advertising campaign from large advertising network structures. $300 thousand - minimum amount, for which Muscovites agree to plan an advertising campaign. In Tatarstan, the average advertising budget that a small enterprise can afford is 200 thousand rubles. At the same time, the annual turnover of large Tatarstan advertising agencies is 10-15 million rubles." According to forecasts of the Association of Communication Agencies of Russia (ACAR), in 2004 the total volume of the Internet advertising and cinema markets will grow from $18-20 million to $25 million. According to specialists, investing in online advertising is now becoming more and more attractive for advertisers. One of the reasons for the growth Russian market Internet advertising, according to researchers, is that most of the target audience spends significant time on the Internet, and not on a competing TV - after all, you can watch the same programs on the Internet. According to AKAR, the television advertising sector grew by 36% - its volume in the 1st half of the year reached $720-730 million. The share of advertising in the press accounted for $420-440 million (growth compared to the same period in 2003 reached 28%) - Newspapers (including advertising publications) brought in $170–180 million, which is 26% more than last year; $250–260 million came from magazines (an increase of 30%).

In Chelny, according to the catalog of enterprises on 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-owned enterprises and enterprises that do not require advertising, and which do not fall under the scope of our interests for one reason or another.

According to the city statistics committee, the population as of September 1, 2008. equal to approximately 507 thousand people. Of these, who could use our services, for example, souvenirs, are 50 thousand people who will use our service at least once (for example, order a mug with congratulations). Plus, every potential client will also use our photo services at least once. There are also approximately 2,000 small, medium and large enterprises in the city. Considering the saturation of the market, the approximate amount of costs for our services, the market capacity will be:

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

2000 enterprises*0.25=500 enterprises

E(person)=12,500*0.005*5000=312,500 rubles

E (enterprises) = 500 * 0.2 * 50000 = 5 million rubles

E (total) = 312,500 + 5,000,000 = 5,312,500 rubles,

Where 0.005 and 0.2 percent are spent on this service, and, respectively, 5,000 and 50,000 are the average monthly income of the population and the profit of firms.

Taking these factors into account, we currently occupy a very small share of the entire Chelny advertising market, but our plans are to develop 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 activities we are positioned on the market as a small company, we can provide a wide range of services and new well-developed advertising techniques. For example, advertising in unexpected places, on the Internet, or professionally launching a new product or service into the market. The growing trend in demand for advertising services is constantly growing, since the market is already saturated with old methods of promoting goods and more originality and new approaches are required from advertising, in this regard the market is now developing. The most popular advertising services remain a full advertising campaign and new types of advertising, in unexpected places, online advertising, outdoor advertising are growing, souvenir products are also in good demand, and products that help create your name: corporate materials, a trademark, etc.

Our products are used by both companies and ordinary people. The population mainly consumes souvenirs; out of desire to stand out from the crowd (a T-shirt with a photo or interesting picture), make an original gift (mug with a picture, congratulations, “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 an idea original gift. This segment accounts for 15% of the total number of our clients. Our customers are imaginative and original people, their incomes range from less than one or from one to five subsistence minimums. The main part of clients are 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 aimed at promoting their advertising products and opportunities designed specifically for this market segment. Of these, enterprises related to social sphere 16.15%; with trade 21.74%; with finances 11.2%; with entertainment 19.04%; with communications and media 3.09%; with technology 11.02%; with construction and real estate 17.14%.

Our customers are interested in the service and have a positive attitude towards it. The reason for turning to us for services is the desired benefit, making a profit from the effective promotion of your product, as well as satisfying the need for originality.

Who uses advertising	To reach which audiences?	By what means of advertising	For what main purpose?
Producers (individually or collectively; national or regional) of consumer goods and/or services	Individual consumers	Radio, television, magazines, newspapers, billboards, direct mail advertising, advertising on transport, etc.	Stimulating demand for a product, a specific brand of product or service
Producers (individually or collectively; 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 (individually or collectively; national or regional) of goods and/or services for the general consumer and/or specialists	Individual consumers, government, public institutions and groups, the company's own workers and employees	Consumer and specialty print and broadcast media	Stimulating favorable attitudes and possible action on the part of key public relations audiences
Producers (individually or collectively; 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 advertising and some general consumer advertising	Stimulating demand for a specific product and/or service for direct use by specialists and/or recommendation to others
Producers (individually or collectively; national or regional) of goods and/or services for the general consumer and/or specialists for international distribution	Individual consumers, retailers, other business enterprises, government agencies, public institutions and groups	Advertising media in foreign countries, designed for the general consumer and specialists	Incentivize specific purchases, influence key audiences, drive retail adoption
Retailers (singly or collectively) of goods and/or services	Individual consumers	Local newspapers, radio, television, magazines, billboards, transit advertising and direct mail advertising	Promoting favor for a particular store, service or group of retailers
Private individuals	Other private individuals	Mainly local newspapers (classified advertising) and posters, as well as cable television	Incentivizing the purchase of a specific product(s) and/or service(s)
Government, public institutions and groups	Individual consumers, government organizations, groups, societies and associations	Advertising media designed for general consumers and specialists	Stimulating belief in specific activities, attempts to change behavior in the direction desirable for society, achieving political as well as “commercial” goals

The most developed areas of service provision in Chelny are (shown in diagram 1). And based on this, we can assume what is most in demand at the moment.

1) Agency independence. It works for several clients and has a certain responsibility to each one. 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 rather follows its own principles of creation effective advertising 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 a client can receive by having his own (in-house) advertising agency, as a rule, turns out to be 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 on searching for a gift

5. assortment, i.e. ability to choose

6. positioning yourself in the market

7. stimulate demand

8. increase sales, profits

9. presentation of a new product, service

10.desire to stand out

11.creation of corporate spirit

12.complexity

13.analysis

14.attracting clients

15. making a name for yourself

16.desire to purchase various booklets and signs

We build a market grid:

When contacting us, our consumers want:

1) stimulate demand

2) increase sales and profits; wish to purchase various booklets, signs; make a name for yourself

3) position yourself in the market; attract clients

4) want to stand out; save time searching for a gift; see the assortment; conduct a presentation of a new product or service; carrying out analysis

6. Competition in sales markets

The advertising market appeared quite a long time ago, but its this development happened 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 dynamically developing, growing rapidly and with effective methodology tracking trends is very profitable.

There are about 90 companies in our city that position themselves as somehow related to advertising activities. Moreover, this number also includes companies engaged in advertising as a related 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 on the market

Our main competitors, I only consider them, because they have already existed on the market for quite a long time and have studied it well, they have extensive experience in advertising, and also my RA will conquer the market at their level. Their prices are approximately the same and slightly higher than our prices, the range 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 lower prices, new types of advertising, and in order to conquer a larger part of the market, we will eventually open our own production base and with full pride will be called a full-service agency.

Table - 4.Assessment of competitors

Advertising agency	Activity	Term of the work	Market coverage
ARO	advertising service	6 years	in 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	award products, seals, stamps
Indigo	corporate event	6 years	printing
Mizar	outdoor	6 years	Tatarstan
Advertising center	outdoor	6 years	kr.pred-e in the region
Seven	creative Group	6 years	outdoor advertising
TrenT	agency	6 years	TV
Owl	advertising techniques bureau	6 years	marketing
Flyleaf	full cycle	6 years	marketing, outdoor advertising, printing
Shamsulla	advertising and souvenir studio	6 years	household appliances, fabrics

7. Marketing plan

The purpose of our company:

5. Take a leading position within five years of work

6. In a year and a half, return your investment, as well as provide a 35% profit 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, eye-catching and intriguing advertising in the first three months of the company’s existence. The more original the advertisement, the more potential clients will learn about it, and the more potential clients will come to us. After all, in advertising business It is necessary to present yourself in a more interesting way; if clients see original advertising, they will understand about our company that we can do the same original thing for them. At this point, 15% of potential clients may contact us.

2. Over the course of six months, we will develop our client base through experienced personnel, as well as connections of our employees. We will also run advertisements with a list of our services. Already 15% of clients will recommend us to their friends, 5%, and through incentives we will attract another 10%.

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

Month	Revenue (t.r.)	Expenses	S/S	Profit	Taxes	Etc. taxes	h. Approx.	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 of market the selected product belongs to.

Buyers of these services can be classified as a producer 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 providing similar services. The structure of this market is more or less established, since there are already established agencies that own a larger share of the market; prices are the same, more or less established, since all prices between competitors are already equal to each other and even if they differ from each other, then only slightly.

An agency can use three marketing strategies: undifferentiated, differentiated and concentrated marketing. When choosing a marketing strategy, you should consider the following factors:

Firm resources. When resources are limited, the concentrated marketing strategy turns out to be the most rational.

Degree of product homogeneity. The 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 life cycle goods. When entering the market with a new product, it is advisable to offer only one version of the new product. In this case, it is most reasonable to use undifferentiated marketing strategies.

Degree of market homogeneity. If customers have the same tastes, purchase the same quantities of goods at the same time intervals, and 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, an undifferentiated marketing strategy can be disastrous. Conversely, if competitors use undifferentiated marketing, benefits can be gained from using differentiated or concentrated marketing strategies.

After analyzing all the facts that influence the marketing strategy, our agency will adhere to a concentrated marketing strategy.

Pricing:

The price of a product is determined in the following sequence:

Setting pricing objectives;

Estimated costs:

Analysis of prices and products of competitors;

Choosing a pricing method;

Setting the final price.

Staging pricing tasks:

Before you begin calculating the price of a product, it is necessary to determine what goals the company seeks to achieve with the help of this product. Examples of goals often encountered in practice can be: ensuring survival, maximizing current profits, gaining leadership in terms of market share, gaining 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 there is intense competition 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 strive to maximize current profits. They make an assessment of demand and costs: in relation to different levels prices and choose a price that will ensure maximum 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 company can set itself the goal of ensuring that its product is of the highest quality of all those offered on the market. This usually requires setting a high price for it in order to cover the costs of achieving high quality and carrying out expensive R&D.

After analyzing the prices of competitors, our goals, capabilities, we set prices using the method of focusing on competitors, and this price nB some of our services differ from competitors, but at the same time covers our costs (price list in APPENDIX 3)

In world practice, prices for advertising agency services are established - this is 15% of the Customer’s total advertising budget. We believe it is correct to adhere to this concept of evaluating our services. Regular customers and customers with a large advertising budget will be given a 3% discount.

Criterion	Credo - Positive	Main competitors
Criterion	Credo - Positive	Hot key	Trent	Hooligan
Quality	High performance	High performance	High performance of work is not always	Pure default
Individual approach	Creative, non-standard approach	Carrying out work with a certain amount of creativity	Performance of work is standard	Using incorrect advertising methods
Price level	Above average	High	Above average	Above average
Location	In the city center, there are many different studios nearby	The location is inconvenient	In the city center	Downtown
Exclusiveness of the service	New service	New service	New service	New service
Company reputation	New advertising agency	Reliable reputation	Reliable reputation	Dubious reputation

Choice of means of circulation.

The process of choosing means of exchange consists of the following stages:

Deciding on the breadth of coverage, frequency of occurrence and 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 using advertising media.

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

With this structure, to attract an additional thousand buyers, you will need 0.52 × 1000 = 520 rubles.

Table – 9. Advertising campaign 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); advertiser and owners of printing houses where brochures, catalogs, product operating instructions, posters, etc. are published.

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

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

3. Develop a marketing strategy and budget.

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

5. Develop a creative concept and conduct preliminary tests.

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

7. Develop a plan for presenting the product to the trade sector.

8. Develop forms for reflecting creative ideas in materials used in the field of sales promotion and when organizing advertising at points of sale.

9. Develop a plan of promotional activities to capitalize on the novelty of the product.

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

The agency performs similar functions 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 typically one year. While offering the same services, many agencies differ significantly in the style of their work.

Based on the data obtained, we are developing a preliminary script for the advertising campaign.

This includes:

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

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

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

As a rule, we offer our clients to use one of the advertising methods - souvenirs 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 activities of the agency predetermine that the created advertising company must be recorded 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 related to the advertised product.

The sketch is presented to the Customer for consideration and after its approval or disapproval, our agency makes adjustments as necessary and prepares basic materials. After this, the manager responsible for the project determines the costs associated with running the project and presents it to the client for signature. This also includes 20% VAT and 15% agency fees. All further actions - ordering souvenirs and props from production advertising agencies, conducting training with staff, agreements with the administration of the venue - are coordinated by the manager under the leadership of the executive director until the holding of the promotions. Since we are a full-cycle printing house, but without our own production base, we plan to resort to these executors of our requests: Printing house Decor LLC, Promkomzona

How will it be carried out? different kinds of our services, 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	Temporary substitute
Karimullina Ravilevna	Gene. director	25 000	3250	May	Creative director
Latipova Elvira	Creative director	20 000	2600	March	Gene. director
Nizhegorodtseva Catherine	Designer	10 000	1300	April	Design Assistant
Pichugina Daria	Design Assistant	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 Ramzia	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 funds to open RA :

1) Registration of the RA - 10,000 rubles, this includes drawing up a package of documents, registration and delivery to the tax office, opening a bank account, making a seal, state duty, registration of 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, organizations for 6 workplaces for 15,000 rubles

5) Payment for outsourced accounting department 5,000 rubles

6) Salaries of employees: General director 25,000, creative director 20,000, designers 18,000, managers 25,000, psychologist 5,000; the rest of the workers are freelance

7) Depreciation of 340,000 for five years was calculated linear method and per month will be 5667 rubles.

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

Total cost for opening and month of existence is 506,972 rubles

Fixed expenses: rent, employee salaries, accounting, deductions and without income tax and loan payments amount to 136,972 rubles.

Salary 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' salaries are calculated on a piece-rate basis.

9. Organizational plan

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

According to the form of ownership, our limited liability company has a private form. Owners - CEO 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 designers and advertising sales managers becomes decisive when creating an advertising agency. For us, as a young advertising agency, it seems reasonable to have the following key specialists on our staff. Firstly, designers are needed, one directly responsible for creating an advertising product, the other involved in layout and other routine work. Secondly, we need an “idea generator” that develops concepts for 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; 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 know how 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 carry out unique orders.

* Materials Publishing Department for sales promotion, point-of-sale advertising, brochures, prospectuses, advertising catalogs, product operating instructions.

* Documentation department- due to the importance of compliance with contractual estimates, the increasingly complex economic life Additional services services provided to clients are becoming more numerous and varied.

* Research department- in order to better understand the mechanism of advertising and its impact (filling out advertising messages, receptivity to the arguments presented in them, etc.), large advertising agencies organize this department, the activities of which in some cases go far beyond the scope of research into problems directly related with advertising.

And finally, the last service that becomes necessary in agencies with a budget that has crossed a certain threshold is “scheduling”, or “threads”. 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 staff will visit:

1. “Grand Star” competition in Russia (media relations manager)

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

3. Graphic design competition “Grandiose!”, Ryazan (designer, creative director)

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

1. expands the ability to make competent decisions

2. reduces the time for solving current production issues by spending 10 minutes every day 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 are linear, and one is functional. Moreover, the functional ones are more likely to be freelance employees at the time of the formation of the RA, so problems will not arise 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 remaining 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	RUB 34,722.22	RUB 388,888.89
May	RUB 27,777.78	RUB 6,481.48	RUB 34,259.26	RUB 361,111.11
June	RUB 27,777.78	6,018.52 rub.	RUB 33,796.30	RUB 333,333.33
July	RUB 27,777.78	RUB 5,555.56	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	RUR 4,629.63	RUB 32,407.41	RUB 250,000.00
October	RUB 27,777.78	RUB 4,166.67	RUB 31,944.44	RUB 222,222.22
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	RUB 2,314.81	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	RUR 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 rub.	RUB 28,240.74	0.00 rub.

Table - 13. Cash flow report, thousand rubles:

1 year	2 year	3 year
Cash balance at the beginning of the period	0	1289,98022	4695,28
*Operating activities*
Receipts
Repayment of accounts receivable	30	35	40
Current year sales	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
Payments
Payments to suppliers, contractors	1037,76	3117,05	9366,735
Payments to personnel regarding wages	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 rental 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 payments	1491,302	4327,941	24448,84
Cash flow from operating activities	1192,758	4871,66922	7730,641
Financial activities
Receipts
Bank loans and borrowings	500	0	0
Non-bank loans and borrowings (external)
Intragroup financing
Proceeds from founders
Total receipts	500	0	0
Payments
Repayment of bank loans and loans	402,77778	176,38889	0
Repayment of non-bank loans and borrowings
Providing an intragroup loan
Payments to founders
Total payments	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 = fixed costs/C-period costs

After calculations (137.272/70 -42 = 4.903), we came to the conclusion that in order to cover costs we need to provide almost 4.903 services.

Profitability: R= Clean/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 the month of October, and after taking into account various business trips and unaccounted expenses, we see that the company is quietly beginning to develop after 1.5 years of its existence.

11. Risks in the company’s activities

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

1.2. The risk of a shortage or no clients at all: we have experienced advertising agents and freelancers, whom we periodically send for advanced training, we also provide unusual services, come up with original methods of advertising umami 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 a price reduction.

1.3. Exceeding the order amount: we draw up a full estimate taking into account unexpected expenses, and in case of which we will try to negotiate with the client.

1.4. Exceeding the company's costs: we clearly plan everything from the beginning, taking into account price increases, and creating a reserve fund.

2.1. The risk of price reductions due to the actions of competitors: is unlikely, because our suppliers are from Chelny, so our prices are already slightly lower than those of our competitors, and we also provide unique, almost individual orders. And if something happens, we can reduce the price through suppliers, i.e. process of reducing prices for their services to 20%

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

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 compile detailed business plan advertising agency with calculations.

Description of service

Providing advertising services for various companies. The work will include consulting, selection of a suitable advertising strategy, risk assessment, and 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 and is constantly expanding. How can you characterize it? The demand for services is constantly growing, and so is the volume of work provided. There is no seasonality in this type of business if we evaluate the entire sector. Seasonality of enterprises applying for advertising has little impact on work. The bulk of the market seeks advertising services on an ongoing basis.

Today, this 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 show flexibility, ingenuity, and creativity. The ideal option would be for the company to be headed by an experienced, knowledgeable person working in this field. It is difficult to regulate work in a niche about which an entrepreneur has no knowledge. At first, he can himself participate in the development of advertising campaigns.

The most difficult thing in this area is capturing 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 large companies engaged in both providing a wide range of advertising services and processing highly specialized market segments.

How can you fight such serious competitors? It’s worth being creative when developing your own ideas. Make special efforts when preparing proposals. The success of the business will depend on their quality. A low price is unlikely to attract large clients, but you shouldn’t inflate it either. The ideal option is to set the average market price or slightly lower.

All existing companies will be potential buyers. Today, the success of an enterprise directly depends on product promotion. It’s not for nothing that they say that advertising is the engine of trade. When choosing a mid-price segment, you must understand that the main clients will be small and medium-sized companies. Large enterprises, as a rule, turn to well-known advertising agencies. It will be very difficult to catch such a “fish”.

SWOT analysis

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 services provided.
Prerequisites for the development of the information industry.
High level of differentiation in this business sector.

Threats

A sharp change in the preferences of the service consumer.
High level of competition.
Price fluctuations.
Increase in the number of unemployed, decrease business activity and, as a result, a decrease in demand for the service.
There may be an increase in legislative restrictions, tightening legal aspects in this industry.

There are a number of factors that the enterprise itself can influence. They are called internal. These include:

Strengths

Opportunity to offer clients exclusive services.
In-depth analysis of the market situation.
Offering a wide range of services.
Quality services.
Clear advertising policy.
Low cost.
Possibility of developing a system of discounts, gifts, promotions.

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 virtually no effect on the advertising agency. It can always find clients who need this service. Therefore, work will proceed as usual at any time of the year.

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

Total: 40 hours per week.

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

You can start working by hiring minimal amount Human. To provide a full range of services, the following specialists will be needed:

manager;
marketer;
artist (aka designer);
computer technology specialist;
operator;
Poster of advertisements.

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

The company will seek some services from other organizations (printing posters, banners, advertising in the media). The client will receive the final service. Once the company has developed, you can think about expansion. For example, about creating your own workshop for outdoor advertising or souvenirs.

Organizational and legal aspects

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

40 – Advertising activities
13 — Research of market conditions and identification of public opinion
81 – Activities in the field of photography
22 — Printing execution of advertising materials
25 — Other printing activities
40 – Activities of news agencies
20 — Activities in the field of radio broadcasting and television

You don't necessarily need all of these codes. First you need to decide on the range of services provided. There may be others OKVED codes, the most basic ones are listed here. Please note that here are new codes that will be valid from 2016.

No licenses or patents to obtain not required.
If you turn to the All-Russian Classifier of Services to the Population (OKUN), you can see that advertising services belong to “Other Services”. An entrepreneur can calculate and pay UTII or simplified tax system. The second tax is possible in two versions - simplified tax system “Income” 6% or simplified tax system “income minus expenses” 6-15% (the rate is determined depending on the region).
To work with cashless payments, it is necessary.
Familiarize yourself with local laws governing the work of advertising agencies, as well as the procedure for providing services.
Placing advertisements in some public places requires permission to carry out this activity from the owner (for example, posting in elevators).
Notify Rospotrebnadzor about the start of your activities in order to avoid unpleasant moments.
Bring the premises into compliance with all standards developed by the fire department.
Remember that work on the simplified tax system can only begin after registration with tax authorities cash register. With UTII, KKM is optional.
Get a stamp with your own logo to sign contracts with your clients.
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 back 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 printed products, work on the Internet and much more.
Focus on medium and small enterprises.
Offer average prices.
High level of service provided.
Advertising your own products (working through all stages).

Since the organization provides advertising services, there is no need to go anywhere to promote your own business. You can do this yourself. However, there will be costs here too. You will have to spend money on raw materials, various materials, as well as on placing contextual advertising on the Internet. The development and content of the site will be handled by .

Own website. Your employee can work it out. It is important to create a website that is understandable and pleasant for visitors. It is imperative to update information, inform about promotions and discounts. It makes sense to share your successes with site visitors by posting photos, reviews, and video reports.
Internet advertising. An important aspect, since many legal entities They are looking for advertising agencies via the Internet. You can negotiate advertising with organizations that provide related services or those who are focused on working specifically with legal entities.
Distribution of 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 conduct negotiations.
Advertising in the media. Pretty too effective method. It is best to contact 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 other methods in your advertising campaign. But it’s still not worth posting cheap advertisements. It’s better to go around to potential clients yourself, leave them your offers, business cards, and perhaps talk to the people responsible for advertising. But there is no need to be intrusive either.

Calculation of projected income

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

We will make calculations assuming 59-60% load. Then the income will be 280,000 rubles.

Production plan

The office will require minor renovations to operate. Some landlords rent out excellent premises, already furnished.

The equipment includes the cost of purchasing specific devices. Namely:

Set for printing and presentations.
Photo and video equipment.

Office equipment includes 3 computers and an MFP.

The furniture you will need is as follows:

chairs;
tables;
cabinets;
chairs for clients.

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 specialist	1	salary (14,000) +6.5%	32,200 rubles
operator	1	salary	20,000 rubles
advertisement poster	1	salary	18,000 rubles
Total:	6	salary (5,000) +	153,200 rubles

Total wage costs – 153,200 rubles.

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

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

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

A computer technology specialist works with graphics, photo and video editors. He is also involved in developing the site and filling it out.

The operator is engaged in printing the necessary attributes. If necessary, negotiates with other companies to provide 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 simplified tax system (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. Let's consider the most important of them, and analyze methods of struggle.

Risk name	Negative impact on business	Ways to avoid
Changes in the economic situation in the country	Declining demand and subsequent reduction in profits	Active work in the field of forecasting and planning of own work.
Changing consumer preferences
Capture of a large market share by competitors		Studying the policies of competitors, tracking their work and successes. Using forecasting regarding their future actions.
Dumping policy from competitors
Changes in legislation, regulations		Mandatory study of all current acts. Monitoring the situation happening in the country. This needs to be done not only at the level of adopted legislative acts, but also at the level of draft laws.
Lack of employee motivation, unwillingness to work	Decrease in efficiency, decline in production volumes, sharp decline in the profitability of the enterprise and its profitability	Offer adequate wages. Working with employees, providing feedback to them (studying their desires, preferences and requirements). Creating a psychologically favorable environment in the team.
Client insolvency	Sharp deterioration in financial situation	A thorough study of the situation in the customer’s company before concluding a contract. Development of agreements that ensure security. Development of an advance payment clause.
Exposure to the elements, fires	Unforeseen costs, downtime, property damage	Insurance of this type of risk, their preliminary assessment.
Possible failure to fulfill one's own obligations to clients	Decrease in profits due to the allocation of funds for the payment of penalties and increased costs	Contact Insurance companies for obtaining bonds (guarantees).

Important: Remember that you can independently create a business plan specifically for your business. To do this, read the articles:

One last request: We are all human and can make mistakes, leave something out, 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 flaw and can add to the article, please let me know in the comments! This is the only way we can jointly make business plans more complete, detailed and up-to-date. Thank you for your attention!

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