Business plan for an advertising production company. Video

The advertising sphere is developing every year: any start-up company is interested in rapid development and attracting customers. Professional assistance in this matter is offered by specialized advertising agencies. 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.

Main goals of the project:

— opening and development of a highly profitable advertising agency;
— obtaining profits at a high level;
— filling a vacant niche in the advertising services market.

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 of the 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 loan size is 1 million 900 thousand rubles. It is the loan funds that will become the main part of the start-up investment in opening an enterprise, so the total cost of the project will be equal to the amount of lending. The total amount of interest paid, or investor income, will be 129.5 thousand rubles. It is planned to repay the borrowed funds from the first month of operation of the enterprise. Provided the interest rate on the loan is 17.5%, the payback period should reach 18 months, and the total economic effect for the conditional life cycle of the project under consideration is 1 million 135 thousand rubles.

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

Advertising agency: features and characteristics of the object

Most 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 a specific task relevant to a specific client, create and approve a plan. Based on the results of the work performed, agency managers prepare a presentation and 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 advantages of their use;
— informing potential consumers about the availability of new products;
— shaping the tastes of the target audience;
— offers to make seasonal purchases, which may be associated with any events, such as discounts or sales;
- an appeal to purchase goods or services from a specific company, which promotes 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 their quality;
— stimulating demand among buyers.

Thus, the main task of the agency will be to create advertising to attract the attention of potential consumers 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 thinking of a potential consumer and create a strong association between the product and the company.

Advertising agencies can be divided into two groups – creative and media. The first type of enterprise specializes in creating advertising, the second - in its placement and delivery to the addressee. These two main areas can be combined in one company, but there are also agencies with a more narrow specialization. For example, companies 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 field.

Most advertising agencies have this structure:

— customer service department - managers who act as a link between clients and the advertising agency itself;
- Strategic planning department. His department includes communication planning, work with consumer research and development of advertising campaign strategy;
- 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 visuals. A creative director is usually at the head of such a department;
- Production Department. Its representatives - designers and pre-press specialists - directly work on the implementation of an already created idea;
— media planning department – responsible for placing advertising in media of sufficient relevance;
- the department responsible for advertising on television and other media, on the Internet and outdoor advertising.

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

- development and construction of a strategy for a specific advertising campaign;
- generating ideas for advertising;
— media planning, which involves creating a campaign plan structured by media;
— purchase of advertising in the media according to the placement plan agreed with the customer;
- production of finished promotional products;
- analysis of the effectiveness of the campaign.

The plan is to create a medium-sized agency, so it may not be strictly structured due to the limited number of employees and the lack of many departments. Therefore, when planning to open a company, you should give preference to multidisciplinary specialists. Some functions can be entrusted to partner companies, and freelance specialists can also be involved.

Stages of opening an advertising agency

— development of a strategy and format for the future organization;
— preparation of documentation, opening a business entity and obtaining a license;
- rent or purchase of office space;
– purchase and installation of equipment, computers and office equipment;
- recruitment of staff;
- advertising campaign, customer search.

Stages	Execution conditions	Deadlines
Start of the project		1 – 2 year
	1 month project	First 30 banking days
Getting a loan	Availability of a mandatory package of documents	1 month
Entry into the state register, registration with administrative and tax authorities	Concluded investment agreement	From 1 to 30 calendar days
Selecting a location, completing documentation	Preliminary work	1 month
Purchase of equipment	Conclusion of an investment agreement	Up to 30 calendar days
Equipment installation	Receiving investment funds	Up to 30 calendar days
Hiring	Production activities	Up to 30 calendar days
Training	The end of the stage of organizing 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.

The average advertising agency can be located in a standard office space of 60 square meters. meters. If the company is 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 mainly include the creative part, a minimal office will be suitable, because some employees will be able to do their work remotely at home. All these features will allow you to significantly save on rent and utilities.

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

Equipment

The main office equipment are:

— computers with high-quality software;
- peripherals;
— furniture: tables and chairs for employees, cabinets, chairs and armchairs for clients and partners, full equipment of the reception area: reception desk, sofa for waiting visitors;
- if necessary - televisions;
- bandpass repeater.

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

— hot melt adhesive machines;
— laminators;
— cutters;
— embossing press;
— office board and projection equipment;
— document shredder;
— mini-printing house;
- currency detector;
- Banknote Counter;
- various office supplies.

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

Staff

If the advertising agency is a full-cycle enterprise, the team will be larger. In this case, sheet collectors, folders, bookbinders and other workers responsible for performing the technical part of the work will be needed.

The peculiarity of this industry is that there are quite 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 does not yet have a high-quality training system in the field of advertising. It takes about a month to find suitable specialists, so you should start recruiting in advance.

Official registration

Opening a business from scratch requires mandatory registration with the tax service. For a company providing advertising services, both common forms are suitable - LLC and individual entrepreneur. If you are planning a mini-format of the company without further expansion, you can definitely choose an individual entrepreneur. For a larger-scale 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 also be more suitable if there are several founders.

If during planning a decision was made to open a legal entity, it is necessary to study the provisions of the Federal Law “On Limited Liability Companies” (). The document details the requirements that an enterprise must meet to obtain LLC status, 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, indicating the basic 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 services offered will go beyond the code selected by the classifier, the agency founder can select 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:

chain stores,
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 deadlines, reliability and adequacy of salaries.

Since the advertising market can already be considered mature, this business plan must contain an accurate plan for the company to reach the TOP. It is easier to organize the work of such an agency in the provinces than in big cities, but of course there will be an order of magnitude fewer orders there. Therefore, according to preliminary estimates, opening an advertising business in a big city, especially in Moscow or St. Petersburg, will be more promising.

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

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

There are currently more than 2.5 thousand advertising agencies operating in the capital alone. 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 greatly lost ground, giving way to the Internet, especially social networks. In turn, outdoor advertising experiences significant restrictions from regulations. According to preliminary analysis, contextual online advertising is leading in terms of growing relevance today. Its growth rate is 45% with an upward trend. Display advertising growth rate is 15%. In general, in the online advertising segment, the growth rate remains consistently the highest - it amounts to 43 percent.

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

— design and development of your own website;
— placement of advertising on your advertising platforms;
— creation of thematic videos;
— advertising in thematic media.

Effective methods of promoting a campaign include placing advertisements on television, where they will be seen by a large number of potential customers.

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

Risks and prospects

The positive thing is that the owner has a large amount of information that helps create new areas 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.

— periodically intensifying economic crisis, reducing demand in most segments of the country’s services market;
— high level of competition;
— significant financial investments, especially when creating a full-cycle agency;
— shortage of highly qualified specialists in the industry.

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

— home offices: the actors here are individual entrepreneurs running their own business and seeking to develop and increase their client audience;

— small enterprises 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, which have more than 500 employees, are considered the most solvent clients. But this category is small, and you will have to fight with competing companies for its position.

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 includes the following main features:

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

2) When making an initial analysis of the potential profit of a future enterprise, average figures relevant for this area of the market are used:

The presented plan is standard, drawn up without taking into account the individual nuances of a particular plan. In relation 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's cost plan would be as follows:

Expense item	For 1 month, rub.	For the year, rub.	One-time costs	For the year, rub.
Purchase (or rent) of premises (from 60 sq.m.)	45000	540000	90000	630000
Purchase of equipment, 10 units.	34000		815000	815000
Purchasing computer equipment			69000	69000
Website creation and promotion, purchase of 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 an enterprise's income, you should consider the average prices for advertising services on the market. The minimum indicators will be as follows:

— logo development – from 30 thousand;

— creation of a corporate identity for the brand – over 70 thousand;

— development of the original layout of a corporate publication – 25 thousand or 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 their ability to recommend and sell their product to a client. However, although there cannot be an upper price limit in this industry, you initially need to start from 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 production volumes and sales of agency services for this period can be divided into two main stages:

Period	Type of service	Volume of production and sales for 1 month. (PC.)	price, rub.	Sales revenue, rub.
1 – 12 months of investment	Production of texts	From 60 texts	From 340	21700 or more
1 – 12 months of investment	Creation of audio clips	from 15 videos	From 6800	107.5 thousand
1 – 12 months of investment	Advertising	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 months of operation	Creation of audio clips	from 16 videos	From 7530	From 120.5 thousand
13 – 24 months of operation	Advertising	From 32 esters	From 25000	800 thousand
13 – 24 months of operation	Production of printed products	From 1100 per month	From 135	148.5 thousand

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

The sales forecast is made based on the following factors:

— conclusions on the analysis of the general state of the market for the provision of services in the advertising sector;

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

The taxes required to be paid 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 industry. This industry is specific, since its target audience is business entities of various sizes. Since advertising services do not belong to the sphere of essential needs, this type of activity is significantly influenced by crisis phenomena in the economy. At the same time, with a competent marketing campaign and high quality of services provided, popular agencies have a chance to maintain their positions even in economically unfavorable periods. With a successful start and active development, the enterprise pays off within 2 years.

Don't want to do sales and production isn't for you? Find out how the advertising business works. Perhaps this way of earning money will suit you.

♦ Capital investments – 700,000 rubles
♦ Payback – up to 1 year

There is a misconception that creative people will never be able to open a profitable business and, on the contrary, entrepreneurs who are completely devoid of imagination will never launch a creative startup, preferring old proven methods.

However, there is a field of activity that combines creativity and business, which is suitable for both “physicists” and “lyricists”, which is quite easy to start from scratch.

If you don’t want to engage in buying and selling, and production is not for you, then ask how to open an advertising agency.

This creative and fun way to make money might be right for you.

Advertising business: what is it and how to open it

distributes outdoor advertising;
promotes the product in the media;
conducts PR campaigns, including political ones;
advertises its client on the Internet;
conducts SMS marketing.

These are the types of activities that most advertising agencies engage in.

Domestic businessmen who want to open an advertising business often focus on one thing.

They think for a long time about where to start, and in the end they begin to promote their client on the Internet (the most promising and inexpensive way of advertising) or they organize a PR agency, promoting the latest brand, politician or star.

On the one hand, opening a narrow-profile agency is profitable because you don’t need to hire a large staff or rent a giant office.

On the other hand, there is a risk that you will not be able to form a client base, because few people who need advertising will enter into contracts with several agencies to promote their product in different ways.

How should an advertising agency work if I decide to open one?

Advertising business owners have two options:

Promote one client in various ways.
Form a base of many clients of varying profitability.

The first option is not very popular in our country, unless we are talking about a political PR campaign (often advertising agencies are created by a specific politician to promote himself or herself).

But abroad, production giants prefer that PR specialists focus only on advertising their brand, without scattering themselves on others.

That is why companies such as Coca-Cola, Pepsi and others know where to start conquering the market of the next country: by opening a branch of an advertising agency in that country.

The main thing for you is to start forming a client base, and then you will get your bearings: if you manage to hook a big fish, you will only be engaged in promoting it, but if not, you can make good money on small clients, the main thing is that you have:

advertising space (agreements with the media, websites, etc.);
personnel who are capable of creating impeccable and creative PR products;
designs (banners, cubes, etc.);
normal technical equipment;
partnerships with, which will quickly and efficiently print the products you create in large quantities.

What is it impossible to open an advertising agency without?

Creativity.

You must be a creative person with a rich imagination.
If you are a hopeless “physicist”, you will not be able to control the actions of your subordinates.

Stress resistance.

In the advertising business there are different examples.
Sometimes products have to be remade several times until you please the client.
Moreover, the customer will not always express his dissatisfaction politely and tolerantly.
There are different types of entrepreneurs, and you need to learn to find a common language with everyone.

Be a good psychologist.

Again, you will have to deal with different clients.
Some will come to you with ready-made ideas, expecting only their high-quality implementation in advertising products, and someone will contact you with the wording “I want this, I don’t know what” and you must quickly evaluate the client in order to understand what exactly he needs offer.

Communication skills.

You will have to communicate a lot with people, and if you start to blush in the company of strangers, then it makes sense to think about opening something other than an advertising agency.
You can’t do this without communication skills.

Be a good manager.

The advertising business is still a business.
If you are bursting with ideas, but are not able to organize the work of your staff, calculate your income, or figure out how to cut costs where possible, then your agency will quickly burn out.

Of course, the lack of these qualities should not necessarily prevent you from opening an advertising agency.

You can hire people who will have all the necessary qualities for the advertising business.

But it is still better if the boss sets an example for his subordinates and is well versed in the business he is involved in, which cannot be said about many unsuccessful businessmen.

If you decide to open an advertising agency from scratch, then you may want to take advice from professionals who know where to start in order to quickly build a client base and make your first profit:

Come up with a creative name for your business.
Customers will pay attention to your company name.
They will understand that if you cannot come up with an interesting name for your company, then how can you come up with a creative and effective advertising campaign for them.
The name of the agency should be short, memorable, and easily match the products that you will use to promote your business.
Don't rush into trying to catch the big fish the day after you decide to open an advertising agency.
Work with small companies, completing small orders for them.
This way you will gain experience and learn to understand the customer better.
When offering your services to potential clients, talk about your uniqueness.
When calling clients, you cannot say the same thing to everyone over the phone: “Hello. Manya's name is Ivan Ivanovich.
I decided to open an advertising agency and am offering you my services.” Tell us exactly how you differ from your competitors.
Be sure to study your competitors: the advertising campaigns they ran, their pricing policy, what their customers were especially pleased and dissatisfied with (if possible), etc.
This will help you avoid common mistakes at work.
Don't forget that the advertising business also needs to be advertised.

How to advertise the advertising agency that you have decided to open?

The most effective ways to promote a new agency are:

Phone calls.

You take a directory of enterprises in your city and begin to methodically call them, informing them that a unique advertising agency has finally opened in your city, which can conduct an effective and original PR campaign from scratch.

You need to get the email addresses of businesses in your city and send them letters offering cooperation.
Work on the text of the letter to hook the client from the first lines, otherwise your message will end up in the trash before being read.

Mass media.

Banners, cubes, notice boards, etc.
The main thing is that your advertising is interesting and attracts attention.

Don't underestimate their power in disseminating the information you need.

Word of mouth.

One satisfied client will tell another happy client about a great advertising agency that has opened, and you will quickly build a client base.

The presence of a website immediately suggests that you are a serious company with which you can do business.

How to open an advertising agency: calendar prospects

Launching a startup like advertising business, will not require a lengthy preparatory process.

If you decide to open an agency, then you need to take care of the standard steps: registration, finding suitable premises for work, recruiting staff, purchasing equipment and finding clients.

If you quickly implement all of the above and get smart assistants, you will be able to launch a startup from scratch in 5 months, or, in extreme cases, in six months.

Stage	Jan	February	Mar	Apr	May
Registration
Office search and renovation
Purchase of equipment
Recruitment
Search for first clients
Opening

How to open an advertising agency: the main stages of launching a startup

We have already talked about what needs to be done to open an advertising agency.

Now let’s take a closer look at all the stages of launching a startup.

Registration

Choose one of the suitable forms for opening an agency: individual entrepreneur, LLC, CJSC.

The simplest form in terms of registration is the individual entrepreneur, but the other two will require cooperation with a qualified lawyer, because it is quite difficult to figure out all the nuances of the procedure on your own.

Choose a form of taxation that will not bankrupt you at first when starting an advertising business, for example, UTII.

Room

However, it is not worth going to the remote outskirts, since it is unlikely that any businessman will want to travel so far to get acquainted with samples of your products.

If you nevertheless decide to save on rent and open an agency too far from the center, then be sure to take care of creating a website to make it easier for your clients to get to know you.

You should not invest too much money in renovating your rented premises.

You are not a restaurant, so you shouldn’t impress with the interior.

Neutral colored walls can be decorated with samples of your agency's best products.

But the area of the room in which you will work depends on how large an advertising agency you decide to open.

If you are setting your sights on a modest business, then at first you can rent 1-2 rooms for an office in one of the office buildings for several employees.

Serious agencies need offices with a total area of at least 50–60 square meters.

Staff

The number of employees you will need to hire depends on how large an advertising agency you decide to open.

To start a small agency you must hire:

two designers, one of whom will be involved in the production of a creative product, and the other will perform technical work: layout, etc.;
a manager whose main task is to attract new clients;
a cleaning lady - without her you will drown in dirt.

You will perform the functions of the head of an advertising agency: negotiate with clients, conclude contracts, arrange advertising in the media, etc.

If you can handle the accounting yourself, you will save money on the position of an accountant. Otherwise, you will have to hire an accountant or enter into an agreement with an outsourcing company.

You also cannot do without a programmer, since your main equipment is computers. He can be hired part-time.

	Qty	Salary (in rub.)	Total (in rub.)
Total:			74,000 rub.
Designers (technical and creative)	2	20 000	40 000
Manager	1	15 000	15 000
Cleaning woman	1	9 000	9 000
Part-time programmer	1	10 000	10 000

Equipment

Equipment for an advertising agency is expensive.

You will definitely need computers, and designers need powerful machines for their work, which are very expensive, printing and office equipment, furniture, office supplies, and so on.

The main costs for office equipment will be as follows:

Expense item	Qty	Cost (in rub.)	Amount (in rub.)
Total:			500,000 rub.
Computers or laptops	4	40 000	160 000
Laser printer	1	10 000	10 000
Scanner	1	10 000	10 000
Xerox	1	30 000	30 000
Large format printing press	1	100 000	100 000
Cutting plotter	1	70 000	70 000
Telephone sets	2	1 000	2 000
Tables	4	4 000	16 000
Visitor and work chairs	8	2 000	16 000
Plumbing for the bathroom		10 000	10 000
Other		76 000	76 000

How to open an advertising agency and how much does it cost?

People interested in the topic of how to open an advertising agency are worried about the question “How much money will have to be invested in launching this startup?”

Those who were hoping for minimal spending will be disappointed.

As you can see, you need decent capital investments to open an advertising agency.

If you were unable to raise the required amount on your own, then it makes sense to think about attracting a partner who would take on part of the costs.

After all, not only one-time, but also monthly investments await you:

We offer you to watch a video about what you need,

If you open an advertising agency, how quickly will the expenses pay off?

Another way is personal visits by a director or manager to an organization that needs advertising.

You set the prices for your services yourself, focusing on the price level and financial capabilities of the residents of your region.

You can work in the low, middle or high price category.

script – 10–20,000 rubles;
company logo – 20–30,000 rubles;
banner layout – RUR 5–8,000;
layout in the media – 10–15,000 rubles;
original layout for a corporate publication – 20–30,000 rubles;
souvenirs – from 1,000 rubles;
full-fledged PR campaign – from 100,000 rubles. etc.

In addition to orders from clients, you will receive a percentage from advertising in the media (this should only be done after agreement with the client).

An income of 400–500,000 rubles per month is considered good.

It is very possible to have such an income if you manage to acquire at least ten regular customers, do not ignore small orders and constantly work to expand your customer base.

The main thing is that the income of your business should not be lower than 200,000 rubles per month (after all, this is exactly the amount of your monthly expenses), otherwise you will work at a loss, which means there’s no point open an advertising agency gets lost.

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The advertising business is an interesting and profitable area of entrepreneurship. In this article we will look at what is needed to open an advertising agency from scratch, and also consider the advantages of buying a ready-made business and a franchise.

Opening an advertising agency from scratch

First stage - preparatory.

First, decide on the type of agency. You will:

Work in one profile (for example, production and placement of outdoor advertising)
Offer a full range of services (from advertising production to assistance with promotion)
Act as an intermediary between the client, manufacturers and distributors

After that, study your competitors: their advantages and disadvantages, range and cost of services, advertising policy.

Then calculate how much money you will need to open an advertising agency. For example, the price of opening a mediocre advertising agency in St. Petersburg will consist of:

Rent (50’000 ₽ per month)
Payroll fund (RUB 200,000 per month)
Equipment and furniture (from 100’000 ₽)
Repair of premises (100’000 ₽)
Website creation (50’000 ₽)
Registration of a legal entity (from 1’000 ₽)
Consumables (from 10’000 ₽)

Total: 511’000 ₽.

Second phase - formal. Now it’s a matter of finding premises and completing the necessary paperwork.

It is better for the advertising agency’s office to be located in the city center - this will make it easier for clients to find you. It is important to make a good impression at first glance. Therefore, take care of modern renovation and convenience for visitors - proximity to public transport stops, parking, and a waiting area.

Registration as an individual entrepreneur or LLC
Confirmation of payment of the state duty (800 rubles for individual entrepreneurs, 6,500 rubles for LLCs)

In addition, if you intend to operate as an LLC, you will have to pay 1/2 of the authorized capital (at least 10,000 rubles).

Computers
Plotter
Tablet for the designer
Projector for presentations

Fourth stage - organizational. Employees are the face of the company. Their selection should be approached with all responsibility. You will need:

Accountant
Lawyer
Marketer
Designer
Salesman
Creative copywriter

Also, if you are not ready to do this yourself, you need to hire a director who will enter into agreements with clients and counterparties.

After passing the main stages start creating a website your company. Nowadays, every self-respecting organization has an official representation on the Internet - this will make it easier for potential clients to find you.

Advertising agency: ready-made business and franchise

Purchase operating advertising agency will save you effort and money on organizing a business. You don't have to go through the steps listed above. Immediately after concluding the deal, you will become the owner of a ready-made company - with premises, equipment, staff, customer base, and ideally, with contracts and an excellent reputation.

But it is important to understand that owners rarely part with a business that consistently generates profit and does not require investment. When buying a working advertising agency, you need to be prepared for hard work and losses in the first months of work.

Opening franchise advertising agency- the most convenient option for a beginner in business. The franchisor will provide you with comprehensive support: from equipment, training materials on company management and development strategy to advertising support. And clients are more willing to go to an agency that works under a well-known brand.

When properly organized, an advertising agency can become a profitable business. But achieving success in this area is difficult due to great competition. It is necessary not only to provide high-quality services, but also to carefully work on your reputation, offer exclusive products and develop a favorable tariff policy.

In the modern world, it is difficult to imagine how a business could operate without advertising. There is a constant demand for advertising services. Competition in this type of activity is high, but a wide range of services offered and a creative approach will help you stay afloat.

full service agencies;
narrow-profile agencies.

Naturally, the easiest way to compete in the market is for those who provide the full range of services, but opening such a business will also have to spend more money.

Business plan

The initial investment in this type of business is small and largely depends on the scope of the future agency. Let's draw up a business plan for an advertising agency. Let's calculate the cost part:

renovations in the future office from 15 thousand rubles;
furniture from 15 thousand rubles;
equipment from 40 thousand rubles;
rent from 20 thousand rubles. per month;
communication services and Internet from 2.5 thousand rubles. per month;
staff salaries from 80 thousand rubles. per month;
consumables from 5 thousand rubles. per month.

In total, expenses will amount to 70 thousand rubles. at first and from 107.5 thousand rubles. monthly. Plus, of course, taxes.

Profitability will depend on the prices for services. As a rule, they amount to 35% of the order cost. If after 1–2 months you manage to reach an average number of orders of two per week, then you will easily receive a profit of 160 thousand rubles monthly.

As can be seen from the calculations, the payback will come very quickly. In principle, you can recoup the initial investment in 2–3 months.

Documentation

To properly register your business under the guise of an advertising agency, you need to correctly fill out all the necessary documents. To do this, you first need to register with the federal tax service and register ownership. Opening an individual entrepreneur is quite suitable for an advertising agency. To register an individual entrepreneur, select the following code from the all-Russian classifier of types of economic activity - 74.40. Advertising activity.

You need to know that the following activities are not covered by this code:

marketing research;
printing of advertising;
photography for advertising;
preparation of advertising messages for television and radio;
activities aimed at public relations.

Room

Now we can start selecting the room we need. In principle, there shouldn’t be any difficulties with choosing a room, everything is quite simple. We choose a room in the center, with an area of 10 square meters. meters. The specifics of such a business involve meetings with clients on neutral territory or at the client’s office. But an office is necessary for staff and those clients who want to meet on your territory. Therefore, you need to try to make the office look presentable.

2 options for advertising agencies

You have two main options regarding which advertising agency to open:

There are companies that only do intermediary work. For example, they place advertisements on billboards, buses, put up notices, etc. This media PR agencies, which have a lot of competition.

The average number of employees is 3-4 people, which is a sufficient number of people to start with. Basically, newcomers take their first steps here, but if they do not resist other large organizations in the race of competitors, then everything will fall apart.

Another option, which is more sustainable in this area of business, is opening an agency that will create advertising(ideas for commercials, branding, slogans).

If a company employs creative minds, it will quickly become popular and can easily be a leader in this business.

What types of advertising are there: 7 varieties

No. 1. Print mass-media

One of the oldest ways of placing commercial advertisements is advertising in newspapers and magazines.

If you are going to work with this type of advertising, you need to know the numbers of all advertising departments in print media. Next, you should find out the prices for advertising in each newspaper, technical conditions for the layout (there may be different restrictions on color rendering or size).

Of course, this information can be studied after receiving specific orders. But it will be better if, when meeting a client, you can give him professional advice and give specific numbers. Thus, you will attract his attention with your competence in the matter.

If you have opened a creative agency, then the advertising should be developed by the employees themselves. Therefore, it is important to hire only experienced people for the position of designers.

Even if you have an intermediary agency, still find someone who can create layouts for newspapers. After all, they pay up to 3,000 rubles for creating an advertisement, and at first all the money is very important for the company.

If you do not have such an employee, then a bright picture can be made in the editorial office itself by a layout designer or photo editor.

No. 2. Television and radio

Ads.
Teleshop.
Ticker.

No. 3. Printing

It is advisable that you have a person who can create layouts for all this wealth. This is a great option for earning extra money.

If you do not have a position such as a designer on your staff, you will have to negotiate with other advertising agencies that are ready to come up with layouts. In such cases, you will lose a large amount of money from the order.

Do not forget that before sending the layout to the printing house, you must obtain consent from the client.

No. 4. Outdoor advertising

This is also a very wide range of services: banners, billboards, pillars, signs, advertisements on public transport, etc. Not a single advertising agency can do without this format, because it is in this category that the most orders are placed.

First you need to find companies that manufacture these products. Not every printing house takes on such orders, because, for example, banners are printed only in a single copy, and special material is required for production.

Again, we note that it is better to create advertising layouts yourself, then you only have to pay for the production of outdoor advertising itself, and you will keep the money for the idea. Thus, it is possible to earn up to 20,000 rubles per day if you have orders.

It is worth mentioning separately about billboards (structures with advertising on the road). Basically, there is only one owner of all the billboards in the city (maximum 2-3 people, but this depends on the scale of the city).

It will be difficult to negotiate with them about advertising if you have just opened. As a rule, they cooperate only with large and popular advertising agencies. You will have to negotiate for a long time to find a place for your advertisers.

Typically, billboard rentals are scheduled months in advance, because this is one of the most effective types of advertising.

No. 5. Internal advertising

For example, if it is a branded watch, then advertising is best placed in offices, expensive beauty salons, restaurants, and shopping centers near boutiques. If the product is aimed at elderly people, then the advertisement should be placed on transport, in the elevators of high-rise buildings.

No. 6. Souvenirs

Recently, souvenir products (for example, T-shirts with a company logo or a photograph of a specific person) have become very popular.

In addition, it can be made with various symbols:

cups,
pens,
calendars,
medals and certificates,
phone cases.

At first, you can offer your services in making souvenirs for retail. There will be demand for the product, especially if the price is reasonable. When you are sure that there are orders for these products, you can buy a special printer and produce the product yourself.

It’s good that such a product sells out during elections. Don’t be afraid to raise prices during this period (within reason, of course).

No. 7. Promotions

A promotion is an event that should open a new product or service to people, as well as introduce a potential audience to a new business in the city.

*Example of a promotion in Metro

Promotions are held in shopping centers or large supermarkets. The event includes a program or competition during which the audience is introduced to a new product or service. Information about the competition must be indicated in advance (its location, time, conditions, organizer).

Be sure to check the information about receiving prizes. Sometimes, due to inaccuracies, those who did not receive prizes can cause a scandal. The organizer, that is, the advertising agency, is responsible for this incident.

6 steps to open a PR agency

When you already have a specific idea of what you will have to work with, then you can move on to the question of how to open an advertising agency and what is needed for this.

Main stages:

Registration of an enterprise.
Competitor analysis.
Selection of personnel for work.
Rent of premises for work.
Creation of a website and price list.
Search for partners and advertisers.

Step 1. Registering a business before opening an advertising agency

Before you start, you need to register your business if you don’t want to have problems with the law. To do this, you should contact the tax office at your place of registration (if we are talking about an individual entrepreneur) to register ownership.

If you want to open an agency only to provide intermediary services, then it is enough to have the status of an individual entrepreneur.

When registering, you need to select the appropriate code from the All-Russian Classifier of Economic Activities. In this situation code 74.40 is suitable (advertising activities).

Then all that remains is to order printing for your advertising agency, open a current account and proceed to the next step.

Step 2. Analysis of the work of “advertising” competitors in 2 steps

A very labor-intensive stage in opening an agency is analyzing the advertising market in the city.

To simplify it completely, you can divide all the work into 2 steps:

First, decide what range of services you are ready to implement at this stage.

Find out what your competitors are doing. Perhaps they overlooked some type of advertising (for example, promotions). Pay maximum attention to this type of advertising in order to have some kind of distinctiveness in the market and provide additional services that are different from the “range” of competitors.

You can call everyone yourself and pretend to be an advertiser to find out the prices of your competitors. This information is necessary to understand what numbers you need to enter in your price list.

The more services you provide, the more clients you will have. At the same time, do not forget that this will require investment, which will not pay off soon.

Step 3. Recruiting personnel to work in an advertising agency

It is very important to select personnel who will be interested in business development. Not everyone will want to work for a start-up advertising agency that may not stay afloat. Therefore, you will have to lure them with salaries, bonuses, bonuses, etc.

It is best to recruit personnel who have worked in this field, know the market from the inside, have their own clients or are acquainted with potential partners.

Director (a person who will enter into contracts with clients and partners).
Manager (he will be responsible for finding clients, places for advertising, partners).
Designer (creator of layouts).

You will also have to hire a creative director, or better yet two, who will come up with the design of layouts, videos, and come up with PR moves. To start such a team will be enough.

Let's calculate what costs you will have to pay for staff monthly if you decide to open an advertising agency:

Of course, we give approximate figures. In reality, you will indicate other salary amounts in the advertising agency business plan, and enter information about future salary increases and bonuses.

However, approximately you will have to pay the salaries of advertising agency employees in the amount of from 200 000 rubles every month.

Step 4. Renting a room for work

In this matter, it all depends on your starting capital. If you have money, then it is best to find an office in the city center, with a good repair. This is where business meetings with customers will take place, and first impressions are very important in this business.

When capital is minimal, you can rent a small premises on the outskirts, but then you will have to travel to clients yourself to conclude contracts. Even if the office is located on the periphery, the repair should still be good, because the customer can come to you at any time on an important issue.

A large amount will be spent on the purchase of equipment:

Computers.
Work rooms for all staff.
Printer/scanner.
Camera.
Tablet for the designer.
Projector for client presentations.

Step 5. Creating a website and price list for an advertising agency

Today it is difficult to imagine any business without its own website. An advertising agency must have its own page on the Internet. You can also open groups on social networks, because potential customers are everywhere.

The website should contain all the information about the services provided, their prices, and contacts of managers. Create promotions on social networks and on the website itself to attract advertisers.

Here is an example of a well-designed website, where each type of advertising has its own separate section, everything is accessible, and there is no unnecessary information:

Pay great attention to creating a price list for the agency. Its design should also be as simplified as possible. The customer needs information about what your prices are, not bright pictures.

Step 6. Search for partners and advertisers

The last stage in opening an advertising agency is to include business partners. This is where managers or the head of an advertising agency get involved. At the beginning of the opening, you can involve everyone in finding a profitable customer, because this is profit for each team member.

Agree on cooperation with business partners before you start receiving orders. If you are a media agency, then enter into preliminary agreements with printing houses to print flyers and business cards. Find firms that are ready to produce banners and pavement signs for you.

Don't expect customers to find you as soon as you open. Managers must independently call potential advertisers and negotiate cooperation. Make concessions, attract with affordable prices and bright advertising offers.

How much does it cost to open an advertising agency?

As you remember, there are several formats of an advertising agency. We will consider the example of a media agency, as it will require less investment. This means that this format is more attractive for start-up entrepreneurs.

Capital investment in a media agency

As you can see, to open a media agency, large investments are not required. However, we should not forget about regular investments in the existence and development of the business.

Simple steps towards the goal - in the following video:

Monthly investment in an advertising firm

At first, you will have to invest your money every month until you reach the point of self-sufficiency of the business. In general, it will be possible to recoup the investment in 10-12 months of active work.

In this business, a lot depends on your staff. After all, just theoretical information about how to open an advertising agency, not enough. It is necessary to have communicative employees who can make a name for your company in the shortest possible time.

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