An example of a business plan for an advertising company. Ready-made business plan for an advertising agency with a financial model

The advertising sphere is developing every year: any start-up company is interested in rapid development and attracting customers. Professional assistance in this matter is offered by specialized advertising agencies. In connection with in high demand for advertising services, it makes sense to start your own business in this direction. Below is a detailed business plan for an advertising agency from scratch with indicative calculations and a development forecast for 2019.

Advertising agency: project goals

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

The main goals of the project:

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

A summary of the future project according to preliminary calculations will have next view:

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

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

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

Advertising agency: features and characteristics of the object

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

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

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

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

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

Most advertising agencies have this structure:

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

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

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

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

Stages of opening an advertising agency

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

Advertising agency office

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

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

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

Equipment

The main office equipment are:

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

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

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

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

Staff

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

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

Official registration

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

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

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

Marketing campaign. Target audience and competitiveness b

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

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

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

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

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

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

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

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

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

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

TO effective methods promotion of the campaign can be attributed to the placement of advertisements on television, where they will be seen by a large number of potential customers.

According to the established rule, any service will be promising if its target audience includes at least 1% of the economically active population. In the case of Russia, the number of potential clients should be from 780,000, which is very likely under the current conditions.

Risks and prospects

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

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

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

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

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

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

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

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

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

Financial plan

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

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

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

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

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

– logo development – ​​from 30 thousand;

- creation corporate identity brand - over 70 thousand;

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

The peculiarity of the advertising business is that the product created in it does not have a specific cost. The cost of advertisers' services depends almost entirely on their reputation in the market and the ability to recommend and sell their product to a client. However, although there can be no upper price limit in this industry, initially you need to build on the average market prices in your city and region.

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

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

The sales forecast is performed based on the following factors:

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

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

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

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

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Reviews (16)

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 choose to start with a small firm that focuses primarily on providing 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 technical equipment office, if you are going to produce an intellectual product yourself, it is not worth saving. 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 financial resources 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 sell ready business you are unlikely to succeed.

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 promotion of 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 bare branches trees do not greatly interfere with the perception of the image, then in the 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.

Thomas Macaulay

Life is a series of choices. Every day you are faced with some situations that require you to make a certain decision. But one day you will have to make the most important and difficult decision - to decide on your choice in life. We all remember Russian fairy tales and their heroes standing in front of a stone at the crossroads. They had to choose such a path in order to lose the least. For us, this situation is not suitable. You need to choose such a path in order to maximize the acquisition.

And then you start to wonder what to do with it? Go work for your uncle and sit in the office all your life without real prospects, looking at the world through a computer screen, or start your own business, which will bring joy, give you financial freedom and independence. It is clear that many people dream of starting their own business, reaching such a level of profit when all dreams and desires can be realized without unnecessary worries. Continuing our series of articles “Business Ideas for Beginners”, we decided to talk about how to open an advertising agency from scratch, or from minimum investment. Believe me, 90% of any business does not require money to start, or the costs will be minimal, within the power of each of you.

So, if you are interested in this topic, if you decide to open your own advertising agency, if you are going to draw up a business plan for an advertising agency, but do not know where to start, then we will help you. In this article, we will reveal many aspects of the advertising business, give advice for beginners, and focus on those points that cannot be overlooked at the initial stages of your company. After reading the article to the end, you will understand what an advertising agency is and how to open it without serious investments.

When compiling a business plan for a new advertising agency, do not be afraid of competition.

Someone may have thought of an advertising agency as an opportunity for own business, but decided to leave this idea due to the great competition and saturation of the advertising market. But have you ever wondered why there are so many advertisements around: the Internet, newspapers, TV, radio, outdoor advertising, various mailing lists, flyers, leaflets, business cards? As the saying goes, if there is demand, there will be supply. Surprisingly, 98% of all business is built on buying and selling. And for normal functioning, they need advertising, a lot of advertising, a lot of quality advertising. And the one who gives it will always be provided with a profit. A lot of competition in the advertising business is most likely a plus rather than a minus. You can always study the activities of competitors, understand their methods of work, draw certain conclusions, look at the reaction of the market. You can also find a niche in which no one offers their services, or these services are not in favor. For example, it is no longer a secret to anyone that the Internet is much more effective than other types of advertising. But many advertising agencies stubbornly ignore it, or pay very little attention to the Internet. They focus on the "last century" - newspapers, magazines, leaflets. Break into the market with new offers, tell about the advantages of online advertising, show its effectiveness, occupy a free niche.

The main thing is to believe in yourself and not be afraid to start a new business. Remember that the advertising business is creativity, and even a newcomer who has been working for only a few months, but offering non-standard advertising solutions, can significantly oust the "local bison" who uses the old methods of promoting goods and services of clients.

When opening an advertising agency, you need to decide on the main niche

There are many articles on the Internet that tell how to open an advertising agency and make good business plan. But many articles are very far from reality, or they were written by those who saw ads only on TV.

"Experienced gurus" advise starting an advertising business by selling beat boards. Undoubtedly, this type of advertising is in great demand, especially in major cities. But this market is filled to overflowing, all the more so it’s not so easy to set up your own beat board. You will face hundreds of difficulties, go through dozens of bureaucratic procedures, pay more than one bribe, and it’s not a fact that you will get a fish spot for your advertising space. It's worth it? Huge investments in that niche, which is already filled to the very end. You need to look for ways to advertise that can pay off without huge investments.

The first thing to do is to find a dozen advertising agencies in your city. Take their prices, watch presentations, analyze their field of activity. You can even go to the offices, chat with the manager, find out what they offer and how they will distribute your advertising budget. All this will give food for thought. You will be able to find pros and cons, identify niches filled to capacity, and find those in which you can shoot well. We advise you to pay attention to advertising on the Internet, adding there a special clause regarding social networks. Everyone understands that social media- this is a huge area for advertising, but only a few know what and how to do there. You can charge a certain percentage for compiling correct advertising in social networks, or to move a product or service through publics and groups, focusing on the target audience. It all depends on you, your knowledge, capabilities and desires.

So, the first thing you should do is decide on the main niche, so to speak, choose your chip. Do not go where there is a lot of competition and serious investments are needed. Analyze, calculate, choose the best solution. You also need to understand that the advertising business is an integrated approach to any task of the customer. You can not limit yourself only to advertising on the Internet, and do nothing else. You can offer comprehensive solutions - online advertising, outdoor advertising, flyers and business cards, while always focusing on your core business.

The basis of the advertising business is customers

Many newcomers who want to open an advertising agency are intimidated by just the thought of where and how to take clients. Yes, the customer is your bread, your financial stability, your holidays in the Caribbean, GOA, and delicious cocktails on the seashore. To be honest, finding clients is not so difficult. Everyone wants one thing from advertising - a response. If you are honest with the customer, make a transparent monitoring system, give advice, conduct regular analysis together, then people will flow to you like a river.

Well, think for yourself, what effect does a beat board bring? Maybe there is a benefit from it, but how to find out about it? The client swelled thousands of dollars in advertising, and has no idea whether it works, or an ad in a free newspaper.

• Give the customer a clear understanding that he will be able to control the effectiveness of advertising, and if it is below a certain indicator, then he will be able to return his money. Moneyback works amazingly. But when making such an offer, you must understand that there will be a response. You must be confident in your strength and effectiveness of your advertising.
• Show examples of working advertising, its effectiveness. Outline how much money another customer has invested and how many effective responses he received. Your proposal should not be based on mythical numbers, possible outcomes, and likely performance. Always give clear numbers, backing them up with a real advertising project.
• Reporting is another important part of your presentation. Discuss with the customer the period for which you will analyze the effectiveness of a particular advertising campaign together. A person who has invested money in you and your promotion methods must understand what and how is moving, what results he gets. Give him some control while always leading the game.

Please note that these tips are not for those who want to sell air at the price of gold. The modern advertising business must be built on efficiency and clear metrics. If you want to earn hundreds, or even millions of rubles a month, then you will have to not exchange for small fish, but try to immediately catch a whale in your nets. No serious company will work with you if you do not show results. Conversion, response, calls, orders - this is the basis of your advertising activity.

Where can you find clients?

Remember that you will be fed by your legs, especially in the early stages of developing an advertising agency. You will have to hold hundreds of meetings, presentations, talk about the advantages of your company, about your methods of promoting services and products. It won't be easy, it won't be easy. If at least 2-3 out of 100 presentations are successful, then this is a victory. To begin with, you need to implement a dozen advertising campaigns, and then everything will go like clockwork. You will have experience, portfolio, references. You will be advised to others, you will be known.

Get creative with everything. Give people something new, unusual, catchy. If you offer advertising on radio or in newspapers, then who needs it. There are dozens of other agencies that have been selling this for years, and most likely will order from them. You must be radically different, and offer something unusual, but effective.

Advertising agency expenses and income

If you decide to draw up a business plan for an advertising agency, you will definitely come across a column of expenses and potential income. Not everything is as clear-cut as it might seem. The costs depend on your initial capabilities. You can rent a beautiful office in the city center, furnish it with office equipment, print expensive business cards for yourself, hire professional workers, and you can not do all this. The result in both cases may be the same. In the advertising business, a lot depends on your creativity and presentation. You can not invest a dime in the start at all, but then the development will take a little longer than you imagine. If you already draw up a business plan for an advertising agency, and schedule expenses, then you need to consider the following:

• The office is an important part. It should not be big, but as comfortable as possible. It is better to rent a little room and 15-20 squares, but arrange it properly. A person who enters your office should think that creative and interesting people work here.
• Next, you need to buy computers, laptops, printers and photocopiers. In general, a separate cost column will be computer technology. Without it, a modern advertising agency will not be able to function.

• As we already wrote, presentations are an important component. For maximum effect, you need to use all the technical developments. You can buy a few tablets that the executives of the companies you are giving a presentation to will have. It is also not bad to have a projector to broadcast your work on the big screen. The first impression is very important, and it will not be very good if you hold the presentation “on your fingers”, stuttering and trying to explain something.
• Paying staff. This is not the main cost column. You can open an advertising agency without hired workers. If everything is so bad, then start the work alone, and in the process of development, take people to you. You can open a business with someone by finding like-minded people.

If you think about it that way, the costs are minimal. The main thing is the office. Everyone has personal laptops, and you can work with them at first. Printers and copiers are not that expensive now, and this should not be a problem.

Our advice is to analyze foreign experience. See what ideas are being implemented in Europe and the USA, how they do it, what approach they use. Many advertising "chips" come from the West. You must always be one step ahead of the competition, offering your customers more and more new ways to increase their income.

Everything you need to compose an up-to-date advertising agency business plan is just to slightly adapt it to the realities of your city and adjust the corresponding figures.

The Ping Promotion Group advertising agency is created to provide its Clients (customers) with professional assistance in the development, organization and conduct of various promotions:
- careful design and creation of the proposed product or service;
- an original creative approach to solving the Client's advertising tasks;
- planning advertising campaigns that optimally match the Client's budget;
- organization of press conferences, presentations and other public relations events;
- production of any advertising equipment for projects:
-participation of highly qualified personnel at every stage of the advertising company.

The goal of the project is to provide consumers of goods and advertisers with high-quality advertising; show what real advertising should be.

A limited liability company was chosen as the organizational and legal status of the advertising agency. This form is easy to implement and convenient in its structure. In the event of bankruptcy, as well as under 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 CEO and CEO.

The break-even point value is 4.5 services, i.e. it is necessary to carry out 4.5 promotions per month, after which the company will begin to make a profit.

The business plan of an advertising agency brought to your attention contains tables and calculations. financial activities, costing of services, marketing promotion strategy and staffing.

Without advertising, it is impossible to imagine any type of business, so many people think about opening their own agency. The demand for such services has not subsided for a long time. The relevance of the advertising business is difficult to underestimate.

In Russia, as in any other country, many large and small entrepreneurs use the services of such firms. But to have a highly profitable company, it is not enough to create a company and recruit employees. We need to develop, expand the range of services and offer customers really high-quality products.

The advantages include high profitability of the company with proper organization work. Similar services are used in great demand, so problems with finding customers usually do not arise. Also, the advantages include a relatively small investment at the start.

The disadvantages include a lot of competition in the market. At the initial stages of work, you will have to work with small and medium-sized entrepreneurs. The income may be small, but it will allow you to earn a good reputation and portfolio, which will make it possible to find larger clients.

Types of such agencies

Before opening a company, decide on the format. She may be:

• full cycle agency;
• design studio (specialize in the development of signs, logos, styles, and so on);
• narrow-profile agency that specializes in one of the types of advertising;
• a manufacturing company (manufacturing of business cards, banners, souvenirs, and so on);
• buyer (advertising on TV, radio and other media).

A firm that provides a full range of services is easier to unwind, but it will also require a large amount of money to open.

Interesting information about this type of business is presented in the following video:

Possible range of services

Nowadays, advertising has different forms, ranging from printed materials to banners on the Internet. You need to decide what services you will provide, as the full range may not be affordable for you at the start.

Services include:

• placement of outdoor advertising, including banners, signs and billboards;
• production of printing products (leaflets, brochures, business cards, etc.)
• placement of information in the media;
• conducting promotions and PR;
• creating videos and commercials;
• website promotion;
• production and distribution of souvenirs and so on.

To make it easier to decide on a direction, you need to study the market in your area. Find out what types of services are most in demand, what services your competitors provide. Remember, in order to interest your customers, you need to offer them something new, something that others do not have.

Registration and required documents

After you have decided on the concept and direction of activity, you need to register a company. For registration, select one of the organizational and legal forms: .

Package required documents depends on the chosen form. You can find out what documents are needed in the office tax office. You also need to pay the state fee:

• for individual entrepreneurs in the amount of 800 rubles;
• for LLC in the amount of 6500 rubles.

When registering an LLC, you need to pay half (its minimum size- 10,000 rubles), and the second half is paid during the first year of the company's operation.

Signing contracts with partners

In most cases, the agency needs to cooperate with production bases. For example, if you will be engaged in printing products, then you need to work with a printing house.

Be careful when looking for partners. Don't settle for the first offer. Study the terms of cooperation in detail, learn about the reputation of the company. This will help in the future to avoid unscrupulous partners who will let you down at the most inopportune moment.

Location selection

The next step is to find an office. The size of the room depends on how many people will work in it. Typically, meetings with clients take place on a neutral territory or on the territory of the customer. Despite this, it is desirable that the office be located near the city center or in a well-developed area.

It should be easy to get to, as the customer may wish to visit you at the office.

Purchase of equipment

When repairs are completed in the selected premises, equipment can be purchased. You must purchase:

• several computers;
• a printer;
• Xerox;
• scanner;
• telephone sets for multichannel communication;
• internet connection devices.

Keep in mind that designers need powerful computers. You also need to take care of installing the necessary software.

Recruitment

When selecting employees, remember that the success of your company depends on the experience and qualifications of the staff. To minimize the risk of bankruptcy, hire staff with experience in advertising. Such employees will be able to perform their work efficiently and on time. In addition, they often have their own clientele that will use the services of your agency.

The number of employees depends on the size of the company and the number of services provided. For a medium company, you need to hire:

• creative director responsible for developing new ideas;
• two managers who will be engaged in the search for customers;
• two designers, one of which is responsible for the development of an advertising product, and the second for layout;
• directors who will negotiate with customers and sign contracts with them.

But hiring an accountant is inappropriate. Better to ask for help.

It is also desirable that there are several freelancers on the hook. They'll help in-house designers get the job done when there's an emergency.

Advertising and customer search

• To find customers, you need to create a database of potential customers. Decide what industry you would like to work in. For example, your priority is to develop advertising for cafes and restaurants or companies specializing in a particular production.
• It is necessary to write down the names of companies, their telephone numbers and emails. The manager then contacts them and offers agency services. But keep in mind that customers can be found this way if you offer them something new.
• Don't forget about the so-called word of mouth. If you do your job efficiently, then customers will tell their partners, colleagues and acquaintances about you.

Potential Problems and Solutions

Many agencies close within a short period of time after opening. The fact is that this type of business has problem areas. But if you approach the right decision possible problems, then your company will be able to work for a long time and bring good income.

The main potential problem is the lack of customers. This is due to the high competition in this business segment. But the problem is quite solvable, you need:

• choose a catchy company name so that it is easy to remember;
• after opening the agency, place data about it in city directories, as many potential clients often use it;
• at the start, work with small and medium-sized entrepreneurs in order to gain experience and a reputation that will make it possible to conclude an agreement with large and prestigious customers.

Startup and operating costs

Investments at the start depend on the size of the company, the number of employees and other factors. Below are the approximate costs:

• rent of premises - 60 thousand rubles;
• office renovation - 25 thousand rubles;
• purchase of furniture - from 25 thousand rubles;
• Internet and telephone connection - up to 10 thousand rubles;
• purchase of equipment - from 125 thousand rubles.

After the first month of work, it is necessary to pay salaries to employees:

• director - 30-40 thousand rubles;
• designers - 20-25 thousand rubles;
• managers - 10-12 thousand +% of transactions.

You also need to pay for the services of an accountant (5 thousand rubles), allocate funds for bonuses, pay taxes, telephone, Internet, and purchase consumables.

Project Profitability Calculation

It is quite difficult to calculate how much income your company will bring. This is due to the fact that each agency sets its own markups, but usually at least 40% of the order value is profit. In addition, the profitability is affected by cooperation with partners and their prices for the performance of work.

With an average rhythm of work and the fulfillment of two or three orders per week, the company's income is 200-300 thousand rubles per month. good firm can reach a profit of up to 600 thousand per month.