Advertising agency: business plan for a promising business. What should be considered in the business plan of an advertising agency? fixed assets advertising business

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 with minimal 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.

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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 their own business, but decided to abandon this idea due to the high 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.

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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 you how to open an advertising agency and write a 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 large 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 networks are a huge area for advertising, but only a few know what and how to do there. You can take a certain percentage for compiling the right advertising in social networks, or you can move a product or service through publics and groups, focusing on the target audience. It all depends on you, your knowledge, capabilities and desires.

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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 complex solutions - advertising on the Internet, 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.

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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, or 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, computer equipment will be a separate cost column. Without it, a modern advertising agency will not be able to function.

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• 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.

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

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

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

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

Tasks and objectives of the advertising agency. His target audience

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

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

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

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

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

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

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

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

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

The relevance of the advertising services market

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

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

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

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

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

Required documents to register as an individual entrepreneur:

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

Organizational matters

Room selection

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

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

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

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

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

Advertising business equipment

From the equipment you will need the following:

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

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

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

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

Recruitment

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

Financial plan

Costs and Estimated Costs of Starting an Advertising Agency from Scratch

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

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

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

Income

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

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

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

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

Promotion of advertising services

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

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

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

And finally...

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

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

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

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

How much money do you need to open an advertising agency

To launch the project, it will be necessary to raise 300,000 rubles. The source of financing is a commercial bank where our company's current account is located.

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

Service promotion

Promotion of the company's services and its advertising is planned to be carried out, first of all, by sending facsimile and electronic messages to large companies - potential clients. It is also planned to publish information about the activities of the agency and the list of services it provides in specialized printed publications, such as Moskou Business Guide. As the profitability of the organization grows, it is planned to participate in large-scale advertising exhibitions.

How much can you earn on the services of an advertising agency

The estimated monthly income of the agency is 170,000 rubles, monthly expenses - 112,000 rubles. The net profit at the input of preliminary calculations is 58,000 rubles. The break-even point is 4.5 services. That is, it is enough for a company to carry out 4.5 promotions per month in order to cover all fixed costs and make a profit.

General business organization plan

In addition, you need to choose a taxation system, carefully study all available ways to increase business profitability and develop a plan to attract new customers.

Paperwork and purchase of equipment

In addition to documents confirming the registration of an LLC with the tax office, the Pension Fund, Rosstat, as well as social and medical insurance funds, for the legal activity of an advertising agency, the following is required:

• employment contracts with personnel;
• certificates of compliance with fire safety and sanitary standards;
• premises lease agreement;
• contracts with clients, etc.

A positive aspect of the creation of an advertising agency is the fact that for the organization of this area of ​​​​commercial activity it is not necessary to issue special permits and licenses. Be sure to pay attention to the change in activity codes in the all-Russian classifier (this applies to all sectors of the Russian economy). Today, in reports or official papers, you need to indicate OKVED 73.11 (activities of advertising agencies). The quality and quantity of agency services directly depends on the equipment used to create advertising products. Of particular importance is not only standard office equipment or Internet speed, but also:

• software;
• devices for creating professional printing products;
• video demonstration equipment;
• audio equipment.

Tax regime

For an advertising agency, the optimal taxation regime (according to the main criteria: preparation of reports, economic burden on the company's activities) is the simplified tax system. Working on this system, you can pay 15% of the difference between gross income and expenses (when there are documents confirming expenditure transactions) or transfer 6% of revenue to the budget.

*Attention! The business plan may contain somewhat outdated data, as the market is constantly changing, prices are rising (inflation), etc.

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 is well suited for cities with up to 1 million inhabitants.

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 pluses, banking services will be cheaper for you, less reporting to government agencies, and your name and the guarantees that an individual entrepreneur 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 large companies that play their orders at tenders, then in order to participate in them, your company or you as an individual entrepreneur will need to have certain OKVED codes, which must be indicated in your statement.

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

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

Choosing a taxation system

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

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

The USN has two modes, these are:

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

Room selection

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

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

Equipment

When choosing office equipment, of course, the main thing is to take powerful computers so that they can download any sketch. Everything else can be chosen 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.

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 of work. Such services are in great demand, so there are usually no problems finding customers. 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: .

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 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;
• 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 phone numbers and e-mails. 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 correctly approach the solution of 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. A good firm can reach a profit of up to 600 thousand per month.