The idea was presented by the magazine "I want my business" - iwantbiz.ru. For those who want to gain more knowledge about small and medium-sized businesses, I recommend subscribing to the magazine. Entrepreneurial stories, stories of ordinary people, business plans and unusual points of view. All this is completed in a very high quality, beautiful gloss.
First, let's understand what is advertising agency and with what it is eaten. In fact, by an advertising agency, people often understand various enterprises with completely different various activities. If we divide them into main areas, then an advertising agency is a company that:
1. Owns advertising space and rents it out
2. Produces advertising structures (signboards, stands, etc.)
3. Sells advertising on the Internet (creation of websites, promotion, etc.)
4. Deals exclusively with sales of advertising opportunities, outsourcing production and placement to the above companies
5. Engaged in solving the problems of the client to promote his goods and services
These are the main types of advertising agencies that exist in Russia. There are also various mixed types, but this does not change the picture. You can start from scratch, or you can invest capital. Harder and longer from scratch. With capital, everything is the same, only you can immediately rent an office, hire people and buy some production capacity. Therefore, below I will small plan creating an advertising agency from scratch.
Briefly, the plan of the agency looks like this:
1. Start of sales, first profit
2. Studying the supply and demand market from the inside
3. Increasing the range
4. Increasing tangible assets
5. Enterprise development, first employees
6. Business stabilization, cutting off unnecessary
7. Transition from work to management and beyond…
It is desirable to brew porridge from sales. Exactly personal selling and negotiations will allow you to understand the psychology of customers, and these are, after all, either entrepreneurs, or management, or marketers. This experience will allow you to effectively train your advertising agents later, which will contribute to the development of the enterprise. Well, among other things, starting with sales will allow you to get the first profit without the first costs, which is good! It's not very fast - but good. It all depends on your desires and ambitions, but it is wiser to go slowly and go further than to take a sharp start and sit in the first puddle you meet. When the experience of sales gradually develops with the experience of negotiations and the experience of business, you will have a thick mixture for a solid foundation.
You can start selling advertising without registering an enterprise, without expenses, and even by combining it with another job (if the schedule allows). And everything is absolutely legal. In general, the advertising range is extremely wide, and it is almost impossible to master it all alone. Therefore, it is better to choose the most promising areas and focus on them. It is very difficult to describe the entire possible assortment, and it is not necessary, soon after starting a business you will find out everything yourself.
So where do you start? There are two ways here. If you have a good sales skill or a poor sales skill, but you are confident, then you can choose the most profitable assortment. Otherwise, it is better to choose the most easily sold range.
Easily sold assortment includes advertising that is in demand, inexpensive and in mass demand. This is printing (printing banners, business cards, booklets, etc.), newspaper advertising and small options for a profitable assortment. Small options mean low-budget promotions on television, etc., as well as the production of signs for offices, etc.
The main difference between a profitable and a light assortment is the customer. Big profits come from large customers, but it is much easier to sell to small ones. Therefore, you first need to decide which path you will go. Sales start with a call, and based on initial plan, you will select businesses to call.
How do you start selling something you don't own? Very simple! The point is, you can never sell too many. Therefore, all companies selling advertising are always happy to have good sellers. As a rule, many people themselves are looking for freelancers, i.e. people who will work free schedule And getting only a percentage of sales is profitable. All you have to do is call advertising companies and ask if they can work as a freelancer. Of all the companies called, you need to choose a combination of good services and the lowest price. Then you can offer your customers really very good service or products.
But in order to avoid overlaps, you need to find out how the advertising company works with the client. This is all clarified during the interview. For example, in outdoor advertising, after payment, the work of a designer begins, to whom someone delivers the wishes of the customer. When the graphic layout is ready, it is shown to the advertiser, who can make comments on the amendment, the layout is again finalized by the designer - and again to the customer. And so on until the advertiser is satisfied with the layout. Then the banner is printed. Then the banner is mounted on a shield, house or somewhere else. This all involves a lot of work. The advertiser pays for everything, but some of the work may fall on you. And, most likely, it will be a job of conveying the wishes of the advertiser to the designer (at least the primary ones). All these points need to be clarified when arranging a freelancer - what exactly you will need to do so that the payment goes quickly and accurately.
Web studios have their own work standards, their own printing houses, etc. All this is completely simple, but it is better to do everything gradually so as not to break firewood. To begin with, it is enough to work in one direction, learn everything, then add an assortment. This will be written further - both about the beginning and about development.
After the start, you will begin to receive the first ... failures)) Or maybe immediately profit - it doesn’t matter. After all, the goal is not to work as a freelancer - but your own business! Therefore, all conversations with clients-advertisers and directors of employing agencies will lead to an understanding of the market from the inside. Supply and demand! That's the whole business - to know what you need and where to get it (this is the essence of any business). In different cities and regions (especially countries), these things are different. And they can be exactly the opposite. Therefore, I wrote how best to get reliable information about the business, and along the way, make money on it. These skills will be VERY useful in the future when hiring and training staff.
You may not sell very well at first, but we train this skill. At first, I didn’t know how to sell at all, and only the sight of the telephone set and the thought of meeting with a client introduced me to jitters. But advertising services and products are sold daily great amount- Demand is huge. You need to be able to sell and you need to be able to learn. And everything will fall into place. There is no need to worry too much about failures in the beginning. For some people, this is inevitable.
The next step is to expand the range. In general, the whole plan and business is simple and logical. And all the bulkiness of this text is needed to describe as many details as possible. These details are important and sometimes take months to understand, so the maximum amount of detail is necessary for the speed of your business and plan.
So assortment! In different cities, the assortments are different, but the main ones are similar: advertising in the media, outdoor advertising, outdoor advertising production (signboards, illuminated letters and boxes, etc.), website production, printing services (business cards, calendars, booklets , forms, etc.), placement of Internet advertising, postal (to homes and offices, not e-mail) mailings, addressed and unaddressed, promotions, holding and designing exhibitions, design services, PR and promotion of enterprises. It seems to be briefly listed the main. At least that's what most people work with.
Starting with sales of a small assortment, you will be able to figure out what else you can offer. Moreover, for this it is not even necessary to conclude cooperation agreements with advertising firms. With some you need to start, but later ... I will give an example. You know that web studios will be happy with a new order and will not spare 20% to the one who delivers the client. You come to the client and offer, for example, to place outdoor advertising. The customer is not very interested, and you start to find out what he does not like and what he would like. If it turns out that the client wants to get a website, then you can safely declare that you provide such services and you can show a portfolio (list of work). From memory, of course, you do not remember either the price or the address of the work, because this direction is handled by another person. You find out the wishes of the customer and leave. Then you call web studios, find one that will do everything well (that is, it has been around for a long time, they have a lot of work on the Web and good reviews from customers) and offer them a client for 15-20%. Having received consent (few people will refuse), you reset the addresses of THEIR works and their prices to the client’s email. Thus, you always own a much larger assortment than you think!
But this is not possible everywhere. For example, television may refuse such a quick agreement of cooperation, but may also agree. It all depends on the ability to offer, that is, again, sales and negotiations. But in short, the larger advertising firm, the more important it is to conclude an agreement on freelance work in advance.
It is also reasonable to build up tangible assets gradually and based on demand. For example, you have several clients who need urgent low-circulation printing, and need it regularly. You can buy color laser printer and print this kind of products by yourself, but need demand first. Likewise in other areas. You can find your private designer who, having permanent job, will get you a professional design for less than a print shop. You can find a private webmaster, buy sign making equipment, and much more.
The bottom line is that flows of orders and cash will begin to flow through you (more precisely, WITHOUT cash through the bank). Not to take advantage of such wealth is simply unwise! Seeing where the demand is fairly regular, you can acquire your own production facilities. In this way, you can significantly increase the flow of money into your pocket. By this time, the official registration of the enterprise may already be required.
It is not possible to list the entire set of tangible and intangible assets that will allow us to produce services and products on our own. Here you need to think. Of course, you will not be able to quickly acquire your own TV channel or radio wave, but instead of business cards, it is quite possible to print A3 sheets on thick paper in a printing house. Then cut these sheets (buying an inexpensive printing cutter) and sell at the price of business cards. Thus, you can take an order for business cards, and, after printing a thick poster, cut business cards yourself. This will reduce the cost of business cards and increase your profits. It's called an ear trick. Need to think! Where can you save big with the same quality and speed? There are a lot of such options. But I wouldn't recommend being too sloppy. Since the business is planned not small. Business cards are just an example (although it is quite real).
In addition to all of the above, you can start acquiring your own advertising space: designs for banners, your own newspaper or brochure, new types of advertising. You can also conduct promotions, send out leaflets and much more. And selling your advertising is already MUCH more profitable than cutting business cards. These are real promotional tangible assets! Later, your designer to your office, your advertising agent for your ads, your webmaster for your web studio, and who knows what else?! Who will stop you when you know how to sell, know the market from the inside and personally know the work of almost all competitors and customers???
Thus, the build-up of tangible assets smoothly and logically turns into the development of your enterprise. His! This, one might say, is the beginning of the transition to serious business. I don’t know how long you will go this way towards it, you can meet it in six months, or you can do it faster.
But owning a business is not the same as working for yourself. Here it is advisable not to rush. The thing is, you have no idea how lazy people are. Until you hired them, you could not notice this. It makes no sense to write a lot - anyway I can’t explain it in such a way as to protect you from mistakes with the staff. You yourself will find out everything. Just learn gradually. First, hire one employee, teach, show, see how he works. Then the second (or again the first, because mercenaries like to change jobs), etc. Once you understand how THEY work, you can easily hire a lot of people and deal with turnover. But, in order to avoid big problems, it is better not to hire many people at once.
After the employees are working, and you have moved away from sales and are engaged in “paperwork” and motivating employees, there comes a time to bring everything to stability. Rapid growth behind, the range is wide, tangible assets bring good profit and gradually multiply - all is well. This is where efficiency comes into play. The situation will almost certainly be such that too a large assortment will hinder profits. Many different directions are difficult to maintain, it is more profitable to focus on the MOST profitable. What will be the most profitable in your hometown will show your personal experience. Then it is better to cut off everything that brings little profit and takes a lot of effort. This will increase the profitability of the main areas and the profitability of the entire enterprise (if done correctly).
This clipping will make the transition to stability very (very, very) easier. Is it easier to keep in touch with ten clients than with a hundred? There will be less work for employees, and it will be easier for you to manage and train newcomers.
At this point, you can (if you want) switch to remote control. You can appoint a boss from among your employees or hire executive director. This will reduce your income (by his salary and taxes on it), but allow you to retire. More precisely, almost retire. It is better not to leave the enterprise to the mercy of fate, but to keep an eye on it, at least looking at reports once or twice a week and communicating with employees. At the same time, it is better for you to decide in which direction to develop and what material assets to add to your small empire. The hired person is not as interested in success and development as you are. In addition, you will have SO MUCH free time that you will look 2 steps ahead of your competitors and 10 steps ahead of your employees (including the director). This is a short business plan. In principle, I think that everything is already clear, and we can proceed to the start.
Don't forget to buy the magazine - iwantbiz.ru/podpis.php. He does not impose patterns, he destroys them! It shows the various paths that lead to where many want to go, but not many go. I wish you success on behalf of all the people who have worked on the magazine. Buy - you won't regret it!
Previously, I did not engage in self-education at all, and in the first years of study at the university I read books only within the framework of curriculum but they were pretty boring. As time went on, I gradually became interested in reading business magazines. At first it was financial magazines. For example "Kommersant". But then the magazines “The Secret of the Firm”, “Company” appeared, and they ignited in me the desire to open my own business without fail. Thanks to the knowledge that I received from the articles in these journals, in the 4th-5th year I already shone with special knowledge in front of the audience, surprising my classmates and teachers. It was magazines that became my first tools for self-education. Thanks to them, I completed the last courses almost perfectly. And off we go...Then I learned about the famous books "Rich Dad Poor Dad", "Quadrant cash flow". They made a strong impression on me. Later he began to play the legendary game "" on the computer. Then I became interested in audio books on psychology and personal growth. I started listening to Vladimir Dovgan's seminars, the Think and Grow Rich audiobook, John Maxwell's 21 Irrefutable Laws of Leadership, and others.
By the way, I recommend everyone to listen to the seminars of great people on English language with simultaneous translation into Russian. Here you can immediately “kill two birds with one stone”: get good knowledge and improve your English. This knowledge still helps me in my advertising business.
After graduating from the University, he began to write a dissertation, and, having a certain amount of free time, began to study the graphics programs CorelDraw and Photoshop. At that time, I just liked to draw.
Probably, it was my hobby that determined the choice of the field of activity. Then I began to look for work in the field of advertising and sent my resume to several companies. In one of them I was invited for an interview, and so I became an advertising manager. It was a large company that sells roofing and facade materials.
My responsibilities included the development of optimal advertising solutions for the company and the search for contractors for their implementation. At that time, the field of advertising was new to me, and I had to get used to it very quickly in order to become a truly competent specialist. This took me six months. I found out what materials are more profitable to use for solving certain problems, where and what to buy cheaper, in general, I studied the market. Somewhere at this stage, the idea of opening your own advertising agency has already begun to emerge.
After some time, friends, acquaintances and relatives began to contact me with requests to advertise for them. They were my first clients. Then I realized that I could without interruption from work earn extra income from your small entrepreneurial activity. I continued to work and along the way did his job. But time passed and orders on the side became more and more. And at one fine moment it became clear that my business income began to exceed the salary and bonuses at my main job.
This is how my work gradually developed into own business.
Pros and cons of the advertising business
If an aspiring entrepreneur is determined to open an advertising agency from scratch, he needs to know about all the advantages and disadvantages of this business. First of all, it is worth highlighting the quick payback of the initial investment, since with proper organization the operation of the enterprise in 3-5 months, you can return the investment and get a profit.
This is easily explained by the very high demand for the services of advertising companies. Even in a difficult economic situation, small businesses and large organizations continue their work, and an increase consumer demand on their products and services is only possible through professional promotion. Other benefits of this business include:
- high cost of advertising services;
- the possibility of opening an agency with minimal financial investment;
- stable income with regular customers;
- lack of strict geographical framework for the activities of the enterprise.
Advertising business is ideal for creative people able to generate creative ideas, because it is this feature that will allow the entrepreneur to create a unique product in demand and find a large number of regular customers.
Owners commercial organizations understand the importance of running effective advertising campaigns, so they allocate solid budgets for this. For this reason, it is extremely important to find a large number of regular customers who will provide the agency with a comfortable existence for a long time. Large investments are not required to start, so entrepreneurs can open their business with minimum investment without much difficulty.
But, despite the prospects of the business in the field of advertising, this species activity has a serious drawback - high level competition. In order to work successfully in this direction, it is necessary to carefully consider what services the advertising agency will provide and how it can interest the target audience.
Types of advertising agencies
Entrepreneurs should know that the advertising business from scratch should be started by choosing the format of the future enterprise and determining the direction of its activity. Conventionally, all agencies can be divided into manufacturing firms and distribution companies. Large organizations successfully combine the production of a specific product (signs, booklets, banners, billboards, etc.) and advertising campaigns. Small businesses tend to specialize in just one thing.
- Advertising agencies full cycle. Organizations of this type provide their customers full complex services in the field of promotion of specific products. They analyze the market in a certain area and develop strategies for the implementation of an advertising campaign. Customers are offered all sorts of media services, such as product promotion in the media or via the Internet. Also, such enterprises have their own production facilities for the manufacture of outdoor advertising and other products with their subsequent placement. For implementation complex projects third-party organizations may be involved (under a subcontract agreement).
- Specialized RA. Such firms specialize in working with certain audiences or in performing any functions. For example, they can be engaged in the acquisition and delivery of various advertising materials to customers. There are also agencies that operate in various fields: design, promotion of various social events, etc. In fact, such firms perform certain stages of the full cycle of the advertising campaign and mostly work closely with other organizations (for example, it may be an agency for organizing holidays).
- BTL companies. BTL agencies specialize in organizing and conducting promotional events and various events.
- media selling companies. They are firms that are engaged in the purchase / sale of advertising space.
How to open an advertising agency from scratch?
Let's consider the main stages.
Business registration
To start a business, you will need to register an enterprise. If you plan to open a small agency, an individual entrepreneur will do. To obtain it, you need to contact the department of the Federal Tax Service and submit an appropriate application.
You should also indicate the OKVED code 74.40 - "Advertising", pay the state duty and open a bank account. You can register your agency as an LLC, which will allow you to cooperate with large organizations. The cost of obtaining permits varies within 1 thousand rubles (for individual entrepreneurs).
Room search
To open your own agency, you will need to rent an office space. Its size depends on the number of employees who will work in the company. Meetings with customers will mainly take place on neutral territory, but you can organize them at home, so you should provide an appropriate environment for these purposes. The cost of renting a room with an area of 30 m? fluctuates within 15 thousand rubles a month. Also, it does not hurt to do a redecoration of the office, which will cost 30 thousand rubles.
Purchase of equipment
To equip an office, an entrepreneur will need to buy upholstered and cabinet furniture, computers and office equipment (printer, scanner, copier). Depending on the number of designers, several powerful PCs must be purchased. Computer equipment for advertising business must have professional software that will allow you to carry out projects of any complexity. It is also worth taking care of the health of communications, high speed internet and telephone multichannel communication. The cost of equipment for a small agency varies within 130 thousand rubles.
Personnel attraction
In the advertising business, it is extremely important to successfully select staff, because not only the quality of services, but also the success of the agency will depend on their professionalism. It is advisable to hire experienced people. Such specialists have their own client base.
As for designers, they must have the talent and ability to think outside the box. In general, the staff of a small enterprise includes:
- creative director - 20 thousand rubles;
- manager - 15 thousand rubles;
- designer - 20 thousand rubles.
The accounting department of the enterprise can be entrusted to remote employees, for which you will have to allocate about 5 thousand monthly. Total - the cost of staff salaries amount to 60 thousand rubles a month.
advertising agency advertisement
To popularize their own agency, a businessman will need to use various effective advertising channels. These should include:
- cold calls;
- advertising in the media;
- promotion of your own website on the Internet;
- creation of a thematic community in social networks;
- outdoor sites.
The account manager should be tasked with finding potential customers. One of the most effective ways to build your own database is to make cold calls. The advertising offer must be correctly composed, and the information is presented to people in a compressed form. It is recommended to focus on the uniqueness of services and the benefits of cooperation with your company.
A good result will be given by ads placed in the media and city printed publications. It does not hurt to register an agency in such electronic directories like 4GEO, Double Gis and others. It is also necessary to make a business card site for an advertising agency. This will attract a large number of customers, since the lion's share of information is distributed through the Global Network. It is recommended to create a price list, which will indicate the services and prices for them, and place it on the main page of the site, where, in addition, information about promotions, discounts and other company activities should be published.
Promotion in social networks shows excellent results, so the creation of a thematic public is a must. In it, you need to notify subscribers about the work of the agency and services in order to interest customers in ordering advertising from you. Do not forget about the large number of websites and blogs on the Internet, which are somehow related to the subject of advertising. They need to advertise.
Advertising agency - business plan
Entrepreneurs can draft a business plan on their own, which will allow you to determine the size of the initial investment, the amount of required monthly costs and the estimated profit. The initial investment will be:
- registration of an enterprise - 1 thousand rubles;
- office rent - 15 thousand rubles;
- cosmetic repairs of the premises - 30 thousand rubles;
- purchase of furniture - 40 thousand rubles;
- Internet and telephony connection - 10 thousand rubles;
- purchase of computer equipment - 130 thousand rubles.
Total - the volume of initial investments will be 226 thousand rubles. Mandatory monthly expenses:
- rent - 15 thousand rubles;
- salary of employees - 60 thousand rubles;
- taxes - 20 thousand rubles.
The total amount of expenses is 95 thousand rubles. As for the monthly profit of an advertising agency, its size depends on the direction of activity, the trade margin and the list of services provided. On average, the income of an advertising organization is about 35-40% of the cost of orders. As practice shows, a small enterprise is able to fulfill several orders weekly, which bring about 250-300 thousand rubles a month. Over time, profits can be significantly higher.
How to compete in the advertising business?
The statistics of the activities of advertising agencies shows that most of them close in the first year of operation, unable to withstand the competition. To stay afloat and develop successfully, entrepreneurs need to properly organize their company's development strategy.
The first thing to do is to come up with a catchy name for the advertising agency. The client must remember from the first time the company with which he would like to work. If there are no ideas, you can contact a company specializing in naming. The cost of such services varies between 25-40 thousand rubles.
At the initial stage of the agency's work, each client, including small organizations, is dear. For this reason, it is extremely important to create an appropriate impression of yourself. In each city there are directories of enterprises, you need to register in them. This will enable many organizations to contact you for services themselves. To stand out from the competition, the agency must have its own unique products that will allow you to firmly gain a foothold in this niche and satisfy the needs of customers.
Do not want to engage in sales, and production is not for you? Ask how the advertising business works. Perhaps this way of earning is suitable for you.
♦ Capital investments – 700,000 rubles
♦ Payback - up to 1 year
There is a misconception that creative people will never be able to discover profitable business and vice versa, entrepreneurs who are completely devoid of imagination will never launch a creative startup, preferring the old proven methods.
However, there is a field of activity that combines creativity and business, which suits both "physicists" and "lyricists", which is quite easy to start from scratch.
If you do not want to engage in buying and selling, and production is not for you, then ask how to open an advertising agency.
Perhaps this creative and interesting way to make money will suit 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.
This is what most advertising agencies do.
Domestic businessmen who want to open an advertising business often focus on one thing.
They think for a long time where to start, and in the end they start promoting their client on the Internet (the most promising and inexpensive way of advertising) or organize a PR agency promoting the latest brand, politician or star.
On the one hand, opening a narrow-profile agency is profitable, because you do not 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 client base, because few people who need advertising will enter into agreements with several agencies to market their product in different ways.
How should an advertising agency work if I decide to open one?
Advertising business owners have two options:
- Engage in the promotion of one client in various ways.
- Form a base of many clients of varying profitability.
The first option is not very popular in our country, except that we are talking about a political PR campaign (often advertising agencies are created by a specific politician to promote themselves).
But abroad, manufacturing giants prefer that PR people focus only on advertising their brand, not spraying on others.
That is why companies such as Coca-Cola, Pepsi and others know where to start conquering the market of another country: by opening a branch of an advertising agency in this state.
The main thing for you is to start building a client base, and then you will find your bearings: you will be able to catch a big fish, you will only be engaged in its promotion, if not, you can make good money on small clients, the main thing is that you have:
- advertising space (contracts with the media, websites, etc.);
- personnel who are able to create impeccable and creative PR products;
- structures (banners, cubes, etc.);
- normal technical equipment;
- partnerships with, which will quickly and efficiently print the products you have created in large quantities.
Without what it is impossible to open an advertising agency?
Creativity.
You must be creative person with a rich imagination.
If you are a hopeless "physicist", then you will not be able to control the actions of your subordinates.
Stress resistance.
In the advertising business, there are different instances.
Sometimes products have to be redone several times until you please the client.
Moreover, the customer will not always express his dissatisfaction politely and tolerantly.
Among entrepreneurs, there are different instances and you need to learn how to find a common language with everyone.
Be a good psychologist.
Again, you have to deal with different clients.
Some will come to you with ready-made ideas, expecting only their high-quality implementation in promotional products, and someone will contact you with the wording “I want this, I don’t know what” and you must quickly assess the client in order to understand what exactly he needs offer.
Sociability.
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 not an advertising agency, but something else.
Communication is indispensable in this business.
Be a good manager.
The advertising business is still a business.
If you gush with ideas, but are unable to organize the work of staff, calculate income, and guess 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 everything necessary qualities for the advertising business.
But still, it is better if the boss sets an example for his subordinates and is well versed in the business he is engaged 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 the advice of professionals who know how to start your business in order to build up a client base as quickly as possible and get the first profit:
- Come up with a creative name for your business.
Customers will pay attention to the name of your company.
They will understand: if you are not able to 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 easy to match with the products you will be using to promote your business. - Do not rush the day after you decide to open an advertising agency, trying to catch the "big fish".
Work with small companies doing small orders for them.
So you will gain experience and learn to better understand the customer. - When offering your services to potential clients, talk about your uniqueness.
It is impossible, when calling customers, to say the same thing to everyone on the phone: “Hello. Manya's name is Ivan Ivanovich.
I have decided to open an advertising agency and offer you my services.” Tell me what makes you different from your competitors. - Be sure to study your competitors: the advertising campaigns they ran, their pricing policy what their customers were especially satisfied and dissatisfied with (if possible), etc.
This will help you avoid common mistakes at work. - Do not forget that the advertising business also needs to be advertised.
How to advertise an advertising agency that you have decided to open?
Most effective ways promotion of the new agency is:
Phone calls.
You take a directory of enterprises in your city and start methodically calling them, informing them that a unique advertising agency has finally opened in your city that can conduct an effective and original PR campaign from scratch.
You need to get the email addresses of enterprises in your city and send them letters with a proposal for cooperation.
Work on the text of the letter in order to hook the client from the first lines, otherwise your message will end up in the basket even before reading.
Mass media.
Banners, cubes, bulletin boards, etc.
The main thing is that your ad is interesting and attracts attention.
Don't underestimate their power to spread the information you need.
Word of mouth radio.
One happy client will tell another happy client about a great advertising agency that has opened, and you'll quickly build a client base.
Having a website immediately suggests that you are a serious company that you can do business with.
How to open an advertising agency: calendar perspectives
Launching a startup like advertising business, does not require a long preparatory process.If you decide to open an agency, then you need to take care of the standard steps: registration, finding a suitable office space, recruiting staff, purchasing equipment, and finding clients.
If you quickly implement all of the above and get smart assistants, you can launch a startup from scratch in 5 months, in extreme cases - in six months.
| Stage | Jan | Febvre | Mar | Apr | May |
|---|---|---|---|---|---|
| Registration | |||||
| Office search and repair | |||||
| Purchase of equipment | |||||
| Recruitment | |||||
| Search for the first clients | |||||
| Opening |
How to open an advertising agency: the main stages of starting a startup
We have already talked about what needs to be done to open an advertising agency.
And now let's take a closer look at all the stages of launching a startup.
Registration
Choose one of the appropriate forms for opening an agency: IP, LLC, CJSC.
The simplest in terms of registration is the first form - IP, but the other two will require cooperation with a qualified lawyer, because it is quite difficult to deal with all the nuances of the procedure on your own.
Choose a form of taxation that will not ruin you at the beginning of the launch of an advertising business, for example, UTII.
room
However, you should not climb to the remote outskirts, since it is unlikely that any of the businessmen will want to travel so far to get acquainted with samples of your products.
If you still 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 customers to get to know you.
Do not invest too much money in the renovation of the rented premises.
You are not a restaurant, so you should not amaze with the interior.
Neutral-colored walls can be decorated with samples of the most successful products made by your agency.
But the area of \u200b\u200bthe room in which you will work depends on how large an advertising agency you decide to open.
If you are targeting a modest business, then at first you can rent 1-2 rooms for an office in one of the office buildings for several employees to work.
Serious agencies need offices with total area at least 50–60 sq.m.
Staff
The number of employees you need to hire depends on how big of an advertising agency you decide to open.
To start a small agency, you definitely need to hire:
- two designers, one of whom will be engaged in the manufacture of a creative product, and the other will carry out technical work: layout and more;
- a manager whose main task is to attract new customers;
- cleaning lady - without her, you will drown in the mud.
You will perform the functions of the head of an advertising agency: negotiate with clients, conclude contracts, attach advertising in the media, etc.
If you can handle the bookkeeping on your own, then save on the position of an accountant. Otherwise, you will have to hire an accountant or conclude an agreement with an outsourcing company.
And you can’t do without a programmer, since your main equipment is computers. He can be hired part-time.
| Qty | Salary (in rubles) | Total (in rubles) | |
|---|---|---|---|
| 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
Advertising agency equipment is expensive.
You will definitely need computers, and designers need powerful machines for work, which are very expensive, printing and office equipment, furniture, stationery and more.
The main expenses for office equipment will be as follows:
| Item of expenses | Qty | Cost (in rubles) | Amount (in rubles) |
|---|---|---|---|
| Total: | RUB 500,000 | ||
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 chairs and office 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 who are 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 starting this startup?”.
Those who hoped for minimal spending will be disappointed.
As you can see, you need a decent capital investment in order to open an advertising agency.
If you were unable to collect 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, you expect not only one-time, but also monthly investments:
We offer you to watch a video about what you need,
If you open an advertising agency, how quickly will the costs pay off?
Another way is personal visits of the head or manager to organizations that need advertising.
You set the prices for your services yourself, focusing on the price level and financial capabilities of the inhabitants of your region.
You can work in the lower, middle or higher price category.
- script - 10–20,000 rubles;
- company logo - 20–30,000 rubles;
- banner layout - 5–8,000 rubles;
- layout in the media - 10–15,000 rubles;
- original layout for corporate edition- 20–30,000 rubles;
- souvenir products - from 1,000 rubles;
- a full-fledged PR campaign - from 100,000 rubles. etc.
In addition to orders from clients, you will receive a percentage of advertising in the media (this should be done only after agreement with the client).
A good income is 400–500,000 rubles per month.
It is very realistic 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 the amount your monthly expenses make up), otherwise you will work at a loss, which means the meaning open an advertising agency is lost.
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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 - detailed business plan advertising agency from scratch with indicative calculations and development forecast for 2019.
Advertising agency: project goals
The type of activity of the company will be formulated as an enterprise for the production of advertising, placement of a finished advertising product on the agency's advertising sites.
The main goals of the project:
- — opening and development of a highly profitable advertising agency;
- - making a profit at a high level;
- - filling free niche 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 project - from 330 thousand rubles per month.
To prepare for the opening of an advertising agency, you will need to apply to a banking structure to obtain a commercial loan for business development. The approximate amount of the loan is 1 million 900 thousand rubles. It is the loan funds that will become the main part of the initial investment in opening an enterprise, so the total cost of the project will be equal to the amount of the loan. The total amount of interest paid, or the investor's income, will be 129.5 thousand rubles. To return borrowed funds planned from the first month of operation of the enterprise. Provided that the interest rate on the loan is 17.5%, the payback period should reach 18 months, and the total economic effect for a conditional life cycle the project under consideration - 1 million 135 thousand rubles.
Such calculations are very approximate and require confirmation. Therefore, in the financial part of the plan, detailed calculations costs and future profits on all major items.
Advertising agency: features and characteristics of the object
Majority modern companies do not independently engage in their own advertising. In most cases, they entrust this task to professionals - advertising agencies, which saves time and achieves greater efficiency. Agency specialists analyze each specific situation, create a specific task that is relevant for a particular client, create and approve a plan. Based on the results of the work performed, the agency managers prepare a presentation and a media plan, coordinating it with the customer.
When planning to open a business, you need to consider all the tasks that are set for advertising, and therefore for its creators:
- - informing about the range of goods or services, features and benefits of their use;
- - informing potential consumers about the appearance of new products;
- - formation of tastes of the target audience;
- — Offers to make seasonal purchases, which may be associated with any events, such as discounts or sales;
- - an appeal to purchase goods or services in a particular firm, which contributes to trade interests;
- - informing about new or more convenient places to purchase goods;
- - message to representatives of the target audience about expanding the range of goods or improving its quality;
- — stimulation of demand among buyers.
Thus, main task agencies will create advertising to attract the attention of a potential consumer to the object of advertising - a product or service. Most advertising products are based on a creative component - a creative approach allows you to fix the image of a certain brand in the mind of a potential consumer and create a strong association between a product and a company.
Advertising agencies can be conditionally divided into 2 groups - creative and media. The first type of enterprises specializes in creating advertising, the second - in its placement and reporting to the addressee. These two main areas can be combined in one company, but there are also agencies of a narrower specialization. For example, firms engaged in interactive marketing, event marketing, branding, communication design and other areas. Their the target audience may be somewhat narrower, but such enterprises have a sufficient audience due to the high level of services provided in their area.
Most advertising agencies have this structure:
- - customer service department - managers who act as a link between customers and the advertising agency itself;
- - department for strategic planning. In his department - communication planning, work with consumer research and development of an 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 visual range. A creative director is usually at the head of such a department;
- — Production Department. Its representatives - designers and prepress specialists, directly work on the embodiment of an already created idea;
- – media planning department – responsible for placing advertisements in media that have sufficient relevance;
- — 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 the creation of a campaign plan structured by the 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 a large number of departments. Therefore, when planning the opening of a company, it is worth giving preference to multidisciplinary specialists. Some functions can be entrusted to partner companies, as well as to attract freelance specialists.
Stages of opening an advertising agency
- — development of a strategy and format for the future organization;
- – preparation of documentation, opening of a business entity and registration of a license;
- - rent or purchase of office space;
- – purchase and installation of equipment, computers and office equipment;
- - set of staff;
- — advertising campaign, customer search.
| Stages | Execution conditions | Deadlines |
| Project start | 1 - 2 year | |
| 1 month project | First 30 banking days | |
| Getting a loan | The presence of a mandatory package of documents | 1 month |
| Entering into the state register, registration with administrative and tax authorities | Concluded investment agreement | From 1 to 30 calendar days |
| Location selection, paperwork | Preliminary work | 1 month |
| Purchase of equipment | Conclusion of an investment agreement | Up to 30 calendar days |
| Equipment installation | Receipt of investment funds | Up to 30 calendar days |
| Hiring | Production activity | Up to 30 calendar days |
| Training | End of the stage of organization of the production process | Up to 30 days |
| Marketing Campaign | 30 calendar days | Up to 360 calendar days |
| End of the project | 12 – 24 months |
Advertising agency office
Most of the work in advertising agencies is done remotely, so it is not necessary to open an office in the city center. But regardless of the geographical location, a well-furnished reception area is required, where meetings with clients will take place.
The average advertising agency may be located in a standard office space of 60 square meters. meters. If the company will be a full-cycle enterprise, its area should be larger: then it can be 100 or even more sq.m. If at first the company's activities will include mainly the creative part, a minimal office will do, because some of the employees will be able to do their work remotely at home. All these features will significantly save on rent and utility bills.
Regardless of whether the agency will be located in the central part of the city or in a residential area, it must be equipped with a noticeable sign. Such outdoor advertising will become one of the important methods of attracting customers. The entrance to the office will have to be properly equipped, making parking. The premises themselves are planned to be well zoned: since all employees will perform various work, it is important that their workplaces are in different offices. Therefore, a standard office building is most suitable for a company of this kind. Such facilities usually do not require overhaul, they often have a telephone and Internet connection, and also have a favorable territorial location.
Equipment
The main office equipment are:
- - high quality computers software;
- - peripherals;
- – furniture: tables and chairs for employees, wardrobes, chairs and armchairs for clients and partners, full equipment of the reception area: a reception desk, a sofa for visitors to wait;
- - if necessary - TVs;
- - band repeater.
If you plan to open a full-cycle agency, the set of tools and materials will be more extensive:
- – hot glue machines;
- - laminators;
- - cutters;
- - embossing press;
- – office board and projection equipment;
- - document shredder
- — mini-printing house;
- - currency detector;
- - Banknote Counter;
- - Various office supplies.
All technical equipment is selected in such a way that it meets the existing quality standards and contributes to the growth of the company's productivity. All equipment must comply with safety standards for humans and environment. And the estimated costs of its acquisition must be included in the marketing plan of the project. In most cases, the technical part of the costs is the most expensive item in the business plan.
Staff
If the advertising agency is a full-cycle enterprise, the team will be more numerous. In this case, you will need sheet pickers, folders, bookbinders and other workers responsible for the execution of the technical part of the work.
The peculiarity of this branch of activity is that there are a lot of specialists on the market, but there is still a shortage of professional personnel. This is due to the fact that the country still lacks a high-quality system of training personnel in the field of advertising. It takes about a month to search for suitable specialists, so you should start recruiting in advance.
Official registration
Starting a business from scratch requires mandatory registration in tax service. For a company providing advertising services, both common forms are suitable - LLC and IP. If a mini-format of a company is planned without its further expansion, you can definitely choose an individual entrepreneur. With a larger project, which in the future should become a full-fledged complex for the development of advertising and the production of promotional products, it is better to immediately register a legal entity - LLC. An LLC will be more suitable if there are several founders.
If during planning it was decided to open legal entity, it is necessary to study the provisions federal law"On Limited Liability Companies" (). The document details in question on the requirements that an enterprise must meet in order to obtain the status of an LLC, as well as making authorized capital and other features.
Regardless of the format - LLC or individual entrepreneur, you need to submit an application to the Federal Tax Service, in which you indicate the main personal data of the founder and the OKVED code according to a special classifier. All promotional activities in this document can be found under code 73 (). To be sure that none of the offered services will go beyond the code chosen by the classifier, the founder of the agency can choose several thematic codes at once. To start a business in the advertising industry, you need to study the following regulatory documents:
Marketing campaign. Target audience and competitiveness b
The vast majority use advertising services modern enterprises not only medium and large, but also small businesses. But the most in demand, according to statistics, advertising specialists, medium and large companies. These are:
- store chains,
- manufacturing enterprises,
- companies in the FMCG sector (offering consumer goods for sale),
- large law firms.
As a rule, they place high demands on advertising agencies in terms of timing, reliability and salary adequacy.
Because advertising market can already be considered formed, then this business plan should contain an exact plan for the company to enter the TOP. In the provinces, it is easier to organize the work of such an agency than in big cities, but there will certainly be fewer orders there. Therefore, according to preliminary estimates, it will be more promising to open an advertising business in big city, especially in Moscow or St. Petersburg.
There are several marketing features inherent in this business. One of the most important is the impact of the economic crisis. In previous years, there was a serious crisis, as a result of which many market participants ceased to exist. As a result, only the strongest agencies remained on the market. This factor, as well as increasing competition, is most relevant today not so much for full-cycle advertising enterprises as for agencies offering a limited range of services.
Home positive feature, affecting the development of the market, can be considered an increasing demand for the services of advertising agencies. Even companies that have their own advertising department turn to specialized specialists to strengthen their position in the market.
Only in the capital this moment there are more than 2.5 thousand advertising agencies. At the same time, from 2015 to 2018, the industry growth rate was about 13%. In the future, this figure should increase. At the same time, according to the marketing research, over the past few years, there has been a significant reformatting of the industry: advertising in the press has lost ground, giving way to the Internet, especially social networks. In turn, outdoor advertising is experiencing significant restrictions on the part of regulations. By preliminary analysis, leading in terms of relevance today contextual online advertising. Its growth rate is 45% with an upward trend. Growth rate media advertising- 15%. In general, in the online advertising segment, the growth rate remains consistently the highest - it is 43 percent.
To summarize information about marketing plan business, we can conclude that the number of market participants is gradually growing, while the demand for the services of advertising agencies remains approximately at the same level. This means that it is necessary to enter the market with a specific strategy that is different from the existing ones.
Even before the opening, it is necessary to carry out a set of measures to form consumer opinion and attract customers. The following methods will be effective in this:
- — development and development of its own website;
- - placement of advertisements on their advertising platforms;
- — creation of thematic videos;
- - advertising in thematic media.
TO effective methods promotion of the campaign can be attributed to the placement of advertisements on television, where they will be seen big number potential clients.
According to the established rule, any service will be promising if its target audience includes at least 1% of the economically active population. In the case of Russia, the number of potential clients should be from 780,000, which is very likely under the current conditions.
Risks and prospects
The positive is that the owner has a lot of information to help create new lines of profit, and useful links. From such an agency itself, over time, a number of other companies can be developed:
- Design Studio,
- PR agency,
- consulting company and others.
- - periodically activated economic crisis, reducing demand in most segments of the country's service 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 the future company also depend on the success of the choice of the market segment. So, an advertising agency can serve the following business segments:
- home offices: actors here - individual entrepreneurs, leading their own business and striving to develop and increase the client audience;
Small businesses with less than 100 employees. They have a small budget, but are among the most important and numerous clients of advertising agencies;
- medium-sized companies, the number of which does not reach 500 people;
— large firms. Such enterprises with more than 500 employees are considered the most solvent customers. But this category is not numerous, and for its location will have to fight with competing companies.
To fully enter the market, you should focus on all existing categories of potential customers. In this case, neither a possible crisis nor the activation of competitors pose a threat.
Financial plan
The financial component of the business plan provides for the following main features:
1) First, the project loading plan is calculated. It will take into account that during the first 3-6 months the advertising agency will work mainly for itself rather than for clients. This means that the focus will be on advertising your own services. After the expiration of the above period, the break-even point must be reached.
2) In the initial analysis of the potential profit of the future enterprise, average figures relevant for this market direction are used:
The presented plan is a standard one, drawn up without taking into account individual nuances individual plan. Applied to specific plan and taking into account strictly planned cost items, the expenditure part should be calculated in several sections - starting, monthly and annual expenses. In this vein, the project cost plan will be as follows:
| Item of expenses | For 1 month, rub. | For a year, rub. | One-time costs | For a year, rub. |
| Purchase (or rent) of premises (from 60 sq.m) | 45000 | 540000 | 90000 | 630000 |
| Purchase of equipment, 10 units | 34000 | 815000 | 815000 | |
| Purchase of computer equipment | 69000 | 69000 | ||
| Creation and promotion of the site, purchase of a script, hosting, software | 120000 | 120000 | ||
| Advertising costs | 45000 | 540000 | 540000 | |
| Salary (for 12 months) | From 630000 | From 7.5 million | From 7.5 million | |
| Tax payments (for 12 months) | 190000 | 2 million 275 thousand | 2 million 275 thousand | |
| Unexpected expenses | 110000 | 110000 | ||
| Total | from 700000 | 8 million 700 thousand | 1 million 204 thousand | 9.9 million |
When planning the income of an enterprise, one should consider the average prices for advertising services operating in the market. The minimum scores will be as follows:
– logo development – from 30 thousand;
- Creation corporate identity brand - over 70 thousand;
– development of the original layout of the corporate publication – 25 thousand and more.
The peculiarity of the advertising business is that the product created in it does not have a specific cost. The cost of advertisers' services depends almost entirely on their reputation in the market and the ability to recommend and sell their product to a client. However, although there can be no upper price limit in this industry, initially you need to build on the average market prices in your city and region.
The 2-year period considered in the plan is an approximate period for opening and bringing an advertising agency to self-sufficiency. The plan for the volume of production and sale of agency services for this period can be conditionally divided into two main stages:
| Period | Type of service | The volume of production and sales for 1 month. (PC.) | price, rub. | Sales proceeds, rub. |
| 1 – 12 months of investment | Production of texts | From 60 texts | From 340 | 21700 and more |
| 1 – 12 months of investment | Creating audio clips | from 15 videos | From 6800 | 107.5 thousand |
| 1 – 12 months of investment | Advertising placement | From 30 ethers | From 23000 | 716.8 thousand |
| 1 – 12 months of investment | From 1000 per month | From 120 | 120 thousand | |
| Production of texts | From 64 texts | From 380 | 24.5 thousand | |
| 13 – 24 month of operation | Creating audio clips | from 16 videos | From 7530 | From 120.5 thousand |
| 13 – 24 month of operation | Advertising placement | From 32 ethers | From 25000 | 800 thousand |
| 13 – 24 month of operation | Production of printed products | From 1100 per month | From 135 | 148.5 thousand |
If the current market growth, which is currently 13% per year, remains at the same level, the annual sales volume of the enterprise will exceed 10 million rubles.
The sales forecast is performed based on the following factors:
- conclusions on the analysis of the general state of the market for the provision of services in the advertising field;
— general conclusions regarding the state of the relevant market segment. The threshold of profitability during the calculations will be the lowest, which will make the analysis as objective and accurate as possible.
The taxes that are obligatory for payment by any private enterprise, regardless of the type of activity and the chosen taxation system, are as follows:
So, the business plan of an advertising agency is one of the modern and popular areas of the service sector. This industry is specific, as its target audience is business entities of various sizes. Since advertising services do not belong to the sphere of prime necessity, this type of activity is significantly affected by crisis phenomena in the economy. At the same time, with a competent marketing campaign and the high quality of services provided by popular agencies, even in economically bad times there is a chance to keep their positions. At successful start and active development, the payback of the enterprise occurs within 2 years.
