Business plan for an advertising production company. What should be considered in the business plan of an advertising agency? Advertising agency: features and characteristics of the object

The advertising field is developing every year: any start-up company is interested in rapid development and attracting clients. Professional assistance in this matter is offered by specialized advertising agencies. Due to the 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.

The summary of the future project according to preliminary calculations will look like this:

• – 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 credit funds that will become the main part starting investments in the opening of the enterprise, so the total cost of the project will be equal to the size 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 that interest rate on a loan of 17.5%, the payback period should reach 18 months, and the total economic effect for a conditional life cycle the project under consideration - 1 million 135 thousand rubles.

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

Advertising agency: features and characteristics of the object

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. Agency specialists analyze each specific situation, draw up specific task relevant to a particular client, create and approve the 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;
• - proposals for seasonal shopping, 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.

Thus, the main task of the agency will be the creation of 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.

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

Most advertising agencies have this structure:

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

The plan is to create a medium-sized agency, so it may not be strictly structured due to the limited number of employees and the lack of a large number of 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.

Stages	Execution conditions	Deadlines
Project start		1 - 2 year
	1 month project	First 30 banking days
Getting a loan	The presence of a mandatory package of documents	1 month
Entering into the state register, registration with administrative and tax authorities	Concluded investment agreement	From 1 to 30 calendar days
Location selection, paperwork	Preliminary work	1 month
Purchase of equipment	Conclusion of an investment agreement	Up to 30 calendar days
Equipment installation	Receipt of investment funds	Up to 30 calendar days
Hiring	Production activity	Up to 30 calendar days
Training	End of the stage of organization of the production process	Up to 30 days
Marketing Campaign	30 calendar days	Up to 360 calendar days
End of the project		12 – 24 months

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.

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

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

Equipment

The main office equipment are:

• - high quality computers software;
• - peripherals;
• – furniture: tables and chairs for employees, 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 selected in such a way that it meets existing quality standards and contributes to the growth of the company's productivity. All equipment must comply with safety standards for humans and environment. And the estimated costs of its acquisition must be included in the marketing plan of the project. In most cases, the technical part of the costs is the most expensive item in the business plan.

Staff

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

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

Official registration

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

If during planning it was decided to open legal entity, it is necessary to study the provisions federal law"On Societies with limited liability»(). 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 the contribution of authorized capital and other features.

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

Marketing campaign. Target audience and competitiveness b

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

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

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

Since the advertising market can already be considered formed, this business plan should contain an exact plan for the company to enter the TOP. 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, it would be more promising to open an 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, is most relevant today not so much for full-cycle advertising enterprises as for agencies offering a limited range of services.

The main positive feature that affects the development of the market can be considered the growing demand for the services of advertising agencies. Even companies that have their own advertising department turn to specialized specialists to strengthen their position in the market.

Only in the capital this moment there are more than 2.5 thousand advertising agencies. At the same time, from 2015 to 2018, the industry growth rate was about 13%. In the future, this figure should increase. At the same time, according to marketing research, over the past few years there has been a significant reformatting of the industry: advertising in the press has lost ground, giving way to the Internet, especially social networks. In turn, outdoor advertising is experiencing significant restrictions on the part of regulations. According to a preliminary analysis, contextual Internet advertising is the leader in terms of relevance today. Its growth rate is 45% with an upward trend. 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 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: the actors here are individual entrepreneurs running their own business and striving to develop and increase their client audience;

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

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

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

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

Financial plan

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

1) First, the project loading plan is calculated. It will take into account that during the first 3-6 months the advertising agency will work mainly for itself rather than for clients. This means that the focus will be primarily on advertising. 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:

Item of expenses	For 1 month, rub.	For a year, rub.	One-time costs	For a year, rub.
Purchase (or rent) of premises (from 60 sq.m)	45000	540000	90000	630000
Purchase of equipment, 10 units	34000		815000	815000
Purchase of computer equipment			69000	69000
Creation and promotion of the site, purchase of a script, hosting, software			120000	120000
Advertising costs	45000		540000	540000
Salary (for 12 months)	From 630000		From 7.5 million	From 7.5 million
Tax payments (for 12 months)	190000		2 million 275 thousand	2 million 275 thousand
Unexpected expenses			110000	110000
Total	from 700000	8 million 700 thousand	1 million 204 thousand	9.9 million

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:

Period	Type of service	The volume of production and sales for 1 month. (PC.)	price, rub.	Sales proceeds, rub.
1 – 12 months of investment	Production of texts	From 60 texts	From 340	21700 and more
1 – 12 months of investment	Creating audio clips	from 15 videos	From 6800	107.5 thousand
1 – 12 months of investment	Advertising placement	From 30 ethers	From 23000	716.8 thousand
1 – 12 months of investment		From 1000 per month	From 120	120 thousand
	Production of texts	From 64 texts	From 380	24.5 thousand
13 – 24 month of operation	Creating audio clips	from 16 videos	From 7530	From 120.5 thousand
13 – 24 month of operation	Advertising placement	From 32 ethers	From 25000	800 thousand
13 – 24 month of operation	Production of printed products	From 1100 per month	From 135	148.5 thousand

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 general condition the market for the provision of services in the advertising sector;

— 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, as its target audience is business entities of various sizes. 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.

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

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

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

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

Tasks and objectives of the advertising agency. His target audience

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

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

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

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

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

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

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

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

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

The relevance of the advertising services market

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

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

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

IN Russian Legislation About Licensing certain types activities” work in advertising business not subject to compulsory licensing. You can either Closed Joint Stock Company.

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

Required documents to register as an individual entrepreneur:

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

Organizational matters

Room selection

The premises for the advertising agency may not be located in the city center. Most negotiations can take place at the customer's premises, so for effective work agency office location can not play a dominant role.

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

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

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

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

Advertising business equipment

From the equipment you will need the following:

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

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

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

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

Recruitment

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

Financial plan

Costs and Estimated Costs of Starting an Advertising Agency from Scratch

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

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

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

Income

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

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

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

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

Freight as perspective view activities with high financial return:

Promotion of advertising services

At the very beginning of his labor activity there is no point in advertising your company heavily. This should not be done for one simple reason: excessive activity can attract a lot of unnecessary attention from competitors.

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

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

And finally...

In order to achieve good luck in this business, you have to be creative. Another important character trait is sociability, without which it will be very difficult to find mutual language with clients.

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 make money 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: .

The package of required documents depends on the chosen form. You can find out what documents are needed at the 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 amount is 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 are doing printing products, then you need to work with typography.

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;
• 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.

First about the main thing:

• What success have I achieved by starting an advertising business from scratch?
• Under what conditions did I start the advertising business and why exactly the advertising business.

You can read about what success I have achieved by starting from scratch, creating an advertising agency.

But about why I started my business with the creation of an advertising agency, without having a penny for my soul, and turned my undertaking into a business empire in a few years, I will tell you in more detail in this article.

It all started with a "broken trough". I stayed by chance (global downsizing and bankruptcy large enterprise, where I worked at that moment) without work and with virtually no means of subsistence for my entire family, which at that time consisted of three people.

I haven't been able to do any financial reserves, since he acquired a new apartment literally six months before these events, in which he invested not only all his money, but also a significant amount that he borrowed from relatives.

How to open an advertising agency from scratch?

So, at the time of creating my first business, I had the following:

• Complete lack of work complete absence opportunities to get a job in the specialty;
• The complete absence of free financial resources to start any own business, literally - not a penny for the soul;
• Large debts to relatives, which I undertook to pay within the next two years. And this I will report to you - it was not a ram who coughed;
• A complete lack of any business experience and a complete lack of understanding of what it is - the advertising business, what are the main types of outdoor advertising, the cost of outdoor advertising, etc. and so on.

What was left for me to do in this position and with such “attractive” assets?

There was only one thing left: to do something and somehow mouse

I began to think and analyze my abilities and talents. Quite quickly it was revealed that I do not have any special talents from the word - in general. The most ordinary person.

The only thing I could remember, and what warmed my soul at least a little, was that at school I was the editor of a wall newspaper. For some reason, someone decided that I can and can draw.

Looking ahead, I must confess that this opinion was and remains complete nonsense and nonsense. I couldn't draw, and still can't. But it was these memories that played a key role in my choice and in my future destiny.

For some reason, I thought that since I once knew how to make a wall newspaper, I could draw some kind of poster.

Where can the poster I drew be used?

At the same time, I did not understand the materials for the production of outdoor advertising at all, and what equipment for the production of outdoor advertising currently exists and is used on the market.

By the way, my opinion that the ability to draw would give me a lot of advantages was complete stupidity, and in order to create and run an advertising business, it is not at all necessary to be able to draw.

But then I did not know this and, having decided that it was necessary to start with the advertising business, I began to study this issue.

I began to draw in the form of sketches and graphs step by step algorithm my possible actions.

Production of outdoor advertising is the key to business development without money!

As I argued:

• I find an enterprise in my city that needs to create a new advertising sign. (As it turned out, in a big city there are always a lot of such enterprises and at all times);
• Then I have to come to the head of this enterprise and convince him to conclude an agreement with me to create a new advertising sign (insolent and projector). This is not an easy task, but for some reason I decided that this was being solved and did not focus much of my attention on this point;
• This is the most important thing: since I had absolutely no money of my own, which I could invest at the first stage to acquire necessary materials and attracting specialists, I decided (absolutely right, by the way, I decided) that in order to start, I need to receive an advance payment from the enterprise and use this advance payment to create the sign itself;
• After I purchase materials for an advance payment, I will hire specialists, I will do everything necessary work I will hand over the work and receive the remaining remuneration, which will serve as an investment contribution to my next work. And so on and on ad infinitum.

Of course, at that time I did not know at all such concepts as: outdoor advertising market, investment contribution, acceptance certificate, coordination of outdoor advertising placement, what is individual entrepreneur etc. but as practice and subsequent events showed, my calculation turned out to be absolutely correct.

And so, having nothing from the word - in general, except for the desire to get out of the situation where I and my family got into by any means, I began to “spud” nearby enterprises in my area of ​​​​residence with my proposal.

I no longer remember how many enterprises I visited then, but I still found an enterprise that agreed to conclude a contract with me for the production of advertising signs for the store.

At this stage, I quite unexpectedly found out for myself that in order to conclude an agreement with an enterprise, I, as one of the parties to the agreement, must have an official status.

At least - an individual entrepreneur (I don’t remember what this status was called then), but I quite confidently said at the first meeting: “It’s natural”!

The contract for the production of outdoor advertising is a prerequisite for doing business

The second “blow” for me was the news that a sign for any enterprise (shop, bank, trading shop) cannot just be hung up without the permission of local authorities.

What was left to do? Climb and flounder with smart look. Sorry, but hunger, as they say, is not an aunt!

Fortunately, at that time the registration of a private entrepreneur in Russia was inexpensive, and the whole process did not take me more than two or three days. How many exactly, to be honest, I don’t remember. I remember it was fast.

Then I went to get permission to place outdoor advertising in the local, district administration. I found out that such a permit is issued by the district architect, I went to see him and quite honestly admitted that I did not know how to issue such a permit.

I was lucky, the architect turned out to be a man with humor and understanding, he quickly told me what to do and what documents to provide to him.

In general, five or six days after the first meeting with the director of the customer enterprise, everyone Required documents were ready, and I signed a contract for the production of works.

And then the events began, which I call simply - the song!

Making illuminated outdoor advertising increases your chances of success!

The sign is big and bright. Yes, yes - light and seven meters long. Made of metal, plastic and three-dimensional letters. What did you think? The company does not knit brooms.
Well, how to do it and most importantly - WHERE?

Where to create and mount this "monster"? No, of course, it was possible to rent a “nook” in the workshop of some production campaign, but, firstly, I didn’t have such experience and knowledge yet, and secondly, I simply wouldn’t have enough money from the advance that I received for carrying out work.

I did not fit into the budget in this case. No way.

I found the following solution: a friend of my own sister had an empty dacha not far from the city, and I agreed with her that I would “work” in the dacha for a small favor, to help her with firewood. I pledged to buy firewood with the money that would be paid to me when I finished the sign.

Perhaps you ask me why I describe such banal things and in such detail?
For one single purpose. So that many who read these lines and dream of creating their own business understand: “It’s not Gods who burn pots” and it’s really possible to start a business from scratch.

Two and a half months later (strictly within the terms of the contract) I made a sign and hung it on the facade of the building of the enterprise with which I signed the contract.

I received the rest of the remuneration and invested this money in the next work. Before I describe how I found my next job and how I started to develop my advertising business, I will now give a small calculation with which I started my own business.

Note: The calculations are completely approximate, I just don’t remember the real breakdown of prices and costs, but you can safely rely on them (multiplying by today’s coefficient) if someone decides to repeat my “exploits”:

• The contract was concluded for total amount= 10.000 rub. (in the prices of the year to which the described events relate);
• Due to the limited budget, for the development of the original layout of the future sign (for obtaining permission from the administration and signing an agreement with the customer), I attracted a 1st year student of a local institute and paid him about 200 rubles;
• All the materials from which the sign was subsequently made were purchased by me for an amount of approximately 25% of the contract amount or = 2,500 rubles;
• Another 1000 rubles. I paid specialists from the local pioneer art house to make 8 pieces of three-dimensional letters for a sign made of epoxy resin;
• At 500 rubles. the metal frame of the sign, which I ordered from the locksmith workshops of the local technical school, cost me;
• At 200 rubles. I paid for the transportation costs (delivery of the finished sign from suburban area to the store, on the facade of which it should be mounted);
• My last "big spending" was 100 rubles. which I will pay to local scourges for helping me with all their free crowd to carry, load and mount the finished sign in place.

In total, I spent from the money received as an advance = 50% of the contract amount:

200 + 2.500 + 1.000 +500 + 200 +100 = 4.500 rub.

Advance payment (50%) from 5000 rubles. - 4.500 rubles. (costs) = 500 rubles.

500 rub. - this is the balance from the money received by me as an advance, and on which my family and I “lived” while I performed work under the contract.

As a result, in two and a half months I earned more than 5,500 rubles, which was much more than I would have earned by continuing to work as a hired specialist in an enterprise that, fortunately for me, went bankrupt.

This money was more than enough for the continuation of work and for the tolerable life of my family until I finally “got up”.

High-quality outdoor advertising materials and design is an important understanding that I came to after doing the first job!

I was simply lucky and the 1st year student whom I attracted to create the original layout of the first sign turned out to be a talented fellow, created a very attractive design, and thanks to this very fact, I immediately received a second order.

Things were as follows: when the first sign was completed, mounted and the money was received, I immediately began to look for a second customer. Just a couple of days later, I found the owner of a large store, who, upon seeing a photograph of my first job (now I already had a “portfolio of completed work”, ha ha ha) immediately agreed to sign a contract with me.

Such a quick decision and the unexpected reaction of the new customer led me to a sound idea: the design and quality of the work performed are very important in outdoor advertising.

And for his store, I decided (at the expense of time) to create something truly masterpiece. Such an advertising sign, which was not in the city. I again turned to the student and told him that we needed a design for a sign for the store in the form of a world masterpiece of outdoor advertising.

- Easily! - the freshman answered me and gave me such a sign design that became the hallmark of my advertising agency for many years.

To bring such a design to life, specialists were already needed more high level like me and production room with driveways. I again hired specialists in the house of pioneers (the leaders of sudo and air modeling circles are very handy people and are able to make a real candy out of nothing).

They did it!

After the second sign was mounted, orders fell on me like from a cornucopia.

Equipment for the advertising business is the key to complete success!

Despite the fact that I had already completed the second order and received decent money, my production was at a primitive level, and I still did not have the opportunity to purchase my own freight transport and, most importantly, I could not purchase special equipment for the production of outdoor advertising.

And without transportation special equipment my work progressed slowly, I lost time and many customers, as my opportunities were limited. The first thing that needed to be urgently done was to purchase a Gazelle-type truck and a plotter for cutting vinyl film.

How and why I bought a Gazelle truck and a Roland plotter

After I began to expand, renting a production facility in the annex of a local school and hiring two specialists on a full-time basis for the campaign, I was sorely lacking a vinyl cutter.

But I couldn't buy it because I simply didn't have enough money for everything, and I was still afraid to use a bank loan. Suddenly, the decision came by itself.

For the company that ordered a second sign from me for the store, it was necessary to carry out work on the manufacture of a billboard located at a major road junction.

The shield was huge, with an area of ​​approximately 100-150 sq.m.

In this case, all images had to be applied using a vinyl film (a mandatory condition of the customer).

Moreover, he took an active part in creating a sketch of the future billboard and the information was overloaded with text inserts.

No matter how I protested, the principle worked here: "Whoever pays, calls the music."

Paradoxically, it was the billboard in production, which required a plotter for 90%, that helped me purchase this plotter, and the plotter helped me purchase a Gazelle. At the same time, I had no money either for a plotter or for a truck, and I bought them with the profit received from the work done.

Organization of the advertising agency

Cutting plotter Roland or how I got out without it

All work on cutting vinyl film in the production of billboards was done by hand. We cut out all images and texts using the usual stationery knife and ordinary sewing scissors.

They did this: after typing all the texts and images in full size on a computer, they printed the reverse image without filling, only in the form of contours, if the letters and images were large, they glued sheets of A-4 format together and the reverse image of the letters was glued onto a paper backing vinyl film.

Then cut straight lines with a knife under a metal ruler, and curves with scissors. As a result, we received individual letters. By cutting the substrate in the extreme corner, they glued a letter or image onto the background.

So we did all the work (all the employees of my agency and even my household worked). Having completed the work, they received a reward and for this reward they purchased an excellent Roland brand plotter, which not only helped me buy a truck, but also served my business faithfully for several years.

How did I buy a Gazelle truck without having enough money to buy it?

As soon as I purchased a plotter for cutting vinyl film, the range of services offered by my agency expanded, and literally in a couple of months, a competition was announced in the city to carry out work to prepare the celebration of the City Day.

As part of this celebration, the local administration decided to decorate the city with images of the city's coat of arms. Moreover, commercial structures were obliged to engage in such embellishment. Basically it was shops.

Where can I get the same images of the coat of arms for outdoor use?

That's right: those who can make and sell them. And who is able to produce? An advertising agency that has a plotter to carry out such work. (Now everyone has the opportunity to purchase a plotter without any problems, but then it was a rarity).

In general, for a whole month, literally in two shifts, we were engaged in the manufacture and sale of the image of the emblem of the city. With the profit received from the sale of coats of arms, I bought my first Gazelle truck.

A truck for an advertising agency involved in outdoor advertising is very important. The fact is that 80% of the services of such an agency are the production of signs that need to be transported and installed, as a rule, at the level of the second floor.

Here we showed ingenuity (the need for inventions is rich): when installation of outdoor advertising was required, we loaded an ordinary wooden "goat" into the back of a Gazelle and mounted signs from it just at the level of the second floor.

From Startup to Success: Opening an advertising business!

Do I need a business plan for an advertising agency at the start?

My example shows that it is not particularly needed. Moreover, when I started, I did not even know what it really was. No, of course, I heard about the need to create my own business plan at the start, but when I started, I was, to be honest, not up to it. I really wanted to eat.

Now, after many years, I believe that a business plan is simply necessary to start a business. Business conditions have changed, including competitive and good business plan not prevent.

But here, in my personal opinion, what a “cruel joke” can happen. If you have no money at all, but want to start your own business, how can such a plan help you?

Well, do you think that you need to have two or three million rubles to start, and what will change? Will you have this money? Hardly. Even in the bank you will not receive money to start a new business. Why waste money and time?

But if you have money and want to know how not to lose it by creating an advertising agency, for example, for the production of outdoor advertising, then a business plan is a must.

Conclusion

Once again, I want to explain why this article was written. To illustrate that if you approach creating your own business with ingenuity, then it is quite possible to start a business without serious investments. As mine shows personal experience in the advertising business it is quite possible.

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

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

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

Multitasking is useful for an advertising agency, the more services you provide, the better for you, remember that customers look at the quality of your advertising and products, and based on this they choose.

Choosing a form of ownership

Individual entrepreneur

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

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

Joint stock companies

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

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

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

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

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

Choosing a taxation system

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

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

The USN has two modes, these are:

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

Room selection

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

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

Equipment

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

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

Staff

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

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

Advertising/Marketing

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

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

Production plan

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

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

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

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

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

Calculations

Attachments

To open an office you need:

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

Total: at least 235 thousand rubles.

1 month of office work will cost:

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

Total: 105 thousand rubles, not including production costs.

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

Possible profit

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

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

Stanislav Matveev

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