Advertising agency plan. Effective promotion of an advertising agency

Tax Code of the Russian Federation Why do you need to write a business plan? The answer to this question is obvious - to develop a clear business position. Detailed business plan necessary in order to increase capital and, if possible, avoid getting into debt. Without him modern entrepreneur

will not be able to achieve the desired success.

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

– the key to quick financial success. A business plan is a document with the help of which the strategy and tactics of doing business are determined; it must clearly indicate the goals and production technologies. In addition, it examines aspects of the enterprise, takes into account problems that may arise in the process, and calculates methods for solving them. A business plan, as a rule, is developed for a period of at least 3–5 years, broken down into each year, and is aimed at implementing some specific project

. It can be developed both for a newly opened enterprise and for an existing one.

Tasks and goals of an advertising agency. Its target audience The main task as a business – maximum advertising influence on the consumer. Is being decided this question thanks only creative approach to the point. An advertising agency can safely be called a universal organization that must constantly interact with all participants advertising market. All employees of the enterprise must be fluent in communicating with clients and be able to pay attention not only creative issues, but also economic.

Highlight two main goals that are typical for many advertising messages:

1. developing awareness of the advertised object;
2. establishing relationships to the subject of advertising.

• informs customers about the appearance of a new product;
• informs about the qualities and advantages of products;
• informs about possible new methods of using specific products;
• informs about new prices;
• explains the principle of operation of the product;
• describes the services provided;
• tries to eliminate misconceptions about the product.

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

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

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

1. target audience in the field of business;
2. target audience in terms of individual consumers.

The target audience includes not only direct buyers, but also those who take part in the decision on the acquisition. Example: advertising men's suits. In this particular case, the target audience will include women, since such purchases rarely occur without initiative from the weaker sex.

Relevance of the advertising services market

IN modern world advertising is the engine of business. On this moment No one doubts the relevance of advertising. Undoubtedly, it plays a dominant role in the development market economy and is its primary component.

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

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

IN Russian Legislation"About licensing individual species activities" work in the advertising business is not subject to mandatory licensing. You can or Closed Joint Stock Company.

In order for the company to operate officially, it must be in its own name. The next step is to open a bank account and order a custom stamp. When writing an application for an individual entrepreneur, you must indicate the type of activity of your advertising agency.

Required documents to register as an individual entrepreneur:

• application written in form No. P21001;
• copy of the main document;
• receipt of payment of state duty (400 rubles).

Organizational matters

Selecting a room

The premises for an advertising agency may not be located in the city center. Most negotiations can take place on the customer’s premises, so for the agency to operate effectively, the location of the office cannot play a dominant role.

A beautifully decorated office can play into the hands of a budding businessman. Many clients prefer to meet with advertising agents in rented premises and club offices. It costs much less.

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

The premises are necessary for employees to work with documentation and take phone calls, to discuss their plans and ideas.

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

Equipment for advertising business

The equipment you will need is the following:

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

Particular attention should be paid to technology for creative design.

In addition, do not forget about purchasing office furniture. It should be comfortable and practical. Computers for designers should be the most progressive. You shouldn't skimp on them.

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

Recruitment

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

Financial plan

Costs and estimated expenses for opening an advertising agency from scratch

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

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

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

Income

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

Enterprise profitability– 30–40%. In the advertising business, only creativity can bring the greatest profitability. You can come up with the price for your services yourself. In advertising, a lot depends on your acting ability and the capabilities of the client.

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

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

Freight transport as perspective view activities with high financial returns:

Promotion of advertising services

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

Promotion of advertising services will greatly depend on the operating principles of the advertising agency and on the connections your employees have. At first, this will provide the company with a certain number of necessary orders. The most important thing is to develop your own portfolio. It may take you a long time to create it (about a year). Until then, you shouldn’t take orders from reputable clients. First you need to learn from small and medium-sized businessmen. Beginning advertising agencies through the media - reference books. Small companies in search of advertising campaigns turn to such means mass media. Attend various events where you advertise your company and talk about its projects.

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

And finally...

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

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

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

Target of this project— show what real advertising should be like and how to provide the client with high-quality advertising.

How much money do you need to open an advertising agency?

To launch the project, you will need to raise 300,000 rubles. Source of financing - commercial Bank, where our company’s current account is located.

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

Promotion of services

It is planned to promote the company’s services and its advertising, primarily through sending faxes and electronic messages to large companies - potential clients. It is also planned to publish information about the agency’s activities and the list of services it provides in specialized printed publications, for example Moscow Business Guide. As the organization's profitability grows, it is planned to participate in large-scale advertising exhibitions.

How much can you earn from advertising agency services?

The agency's estimated monthly income is 170,000 rubles, monthly expenses are 112,000 rubles. Net profit based on preliminary calculations is 58,000 rubles. The break-even point is 4.5 services. That is, it is enough for a company to carry out 4.5 promotions per month in order to cover everything fixed costs and make a profit.

General business organization plan

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

Preparation of documents and purchase of equipment

In addition to documents confirming the fact of registration of the LLC in tax office, PF, Rosstat, as well as social and medical insurance funds, for legal activities advertising agency needs:

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

A positive aspect of creating an advertising agency is the fact that to organize this area commercial activities no need to obtain special permits or licenses. Be sure to pay attention to the change in activity codes in all-Russian classifier(this applies to all sectors of the Russian economy). Today, reports or official papers must indicate OKVED 73.11 (activities of advertising agencies). The quality and quantity of agency services directly depends on the equipment used to create advertising products. Special meaning has not only standard office equipment or Internet speed, but also:

• software;
• devices for creating professional printed products;
• equipment for demonstrating videos;
• audio equipment.

Tax regime

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

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

Thomas Macaulay

Life is a series of choices. Every day you are faced with some situations that require you to make a certain decision. But one day you will have to make the most important and difficult decision - to decide on your choice in life. We all remember Russian fairy tales and their heroes standing in front of a stone on a crossroad. They had to choose a path that would lose the least. This situation is not suitable for us. You need to choose this path to gain as much as possible.

And then you start to wonder what to do with it? Go work for your uncle and spend your whole life sitting in an office with no real prospects, looking at the world through a computer screen, or start your own business, which will bring joy and give financial freedom and independence. It is clear that many people dream of starting their own business, achieving a level of profit where all their dreams and desires can be realized without unnecessary worries. Continuing our series of articles “Business Ideas for Beginners,” we decided to talk about how to open an advertising agency from scratch, or minimal investment. Believe me, 90% of any business does not require money to start, or the costs will be minimal, each of you can do it.

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

When drawing up a business plan for a new advertising agency, do not be afraid of competition

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

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The main thing is to believe in yourself and not be afraid to start a new business. remember, that advertising business– this is creativity, and even a newcomer, working for only a few months, but offering non-standard advertising solutions, can significantly displace the “local bison” who uses old ways of promoting clients’ goods and services.

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

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

“Experienced gurus” advise starting an advertising business by selling billboards. Undoubtedly this type advertising is in great demand, especially in major cities. But this market is filled to capacity, especially since placing your own beat board is not so easy. You will face hundreds of difficulties, go through dozens of bureaucratic procedures, pay more than one bribe, and it is not a fact that you will get a fishing place for your place for ads. It's worth it? I don’t want to make a huge investment in a niche that is already filled. You need to look for advertising methods that can pay off without huge investments.

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

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So, the first thing you must do is decide on the main niche, so to speak, choose a feature for yourself. Don’t go where there is a lot of competition and where you need serious investment. Analyze, count, choose optimal solution. You also need to understand that the advertising business is A complex approach to any customer task. You cannot limit yourself to advertising on the Internet and do nothing else. You can offer comprehensive solutions - online advertising, outdoor advertising, flyers and business cards, while always focusing on your core area of ​​activity.

The basis of the advertising business is clients

Many beginners who want to open an advertising agency are intimidated by the mere thought of where and how to get clients. Yes, the customer is your bread, your financial stability, your Caribbean vacation, Goa, and delicious cocktails by the sea. To be honest, finding clients is not that difficult. Everyone wants one thing from advertising - a response. If you are honest with the customer, create a transparent monitoring system, give advice, conduct regular analysis, then people will flow to you like a river.

Well, think for yourself, what effect does hitting the board bring? There may be benefits from it, but how can you find out about it? The client has spent thousands of rubles on advertising, and has no idea whether it works, or the ad in a free newspaper.

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

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

Where can you find clients?

Remember that your feet will feed you, especially in the initial stages of developing an advertising agency. You will have to hold hundreds of meetings, presentations, talk about the advantages of your company, and your methods of promoting services and products. It won't be easy, it won't be easy. If out of 100 presentations at least 2-3 are successful, then this is a victory. To begin with, you need to implement a dozen advertising campaigns, and then everything will go as usual. You will have experience, portfolio, recommendations. People will recommend you to others and people will know about you.

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

Advertising agency expenses and income

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

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

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

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

Our advice - analyze Foreign experience. See what ideas are being implemented in Europe and the USA, how they do it, what approach they use. Many advertising tricks come from the West. You must always be one step ahead of your competitors by offering your clients more and more ways to increase their income.

IN modern model economics, advertising, PR, and marketing occupy a prominent place. Not a single serious enterprise can do without advertising. This situation is unlikely to change in the near future. Which means advertising business has a future and it makes sense to invest in it. In addition, the advertising field of activity is very democratic. Here you can find small advertising companies, working “on wheels”, and large agencies with huge budgets. You can start working in advertising without having any start-up capital at all..

Advertising business is the general name for the field of activity related to marketing. In general, it includes a fairly wide range of activities. Let's consider sequentially what services relate to the advertising business, how this business we will organize how to open an advertising agency, we will give an idea of ​​​​the business plan of an advertising agency, we will give an approximate calculation of income and expenses.

Advertising activity

Advertising is not the main link in economic activity person. It performs auxiliary functions in the economy. Although from the point of view of economic entities the advertising business is an independent sphere of production, it would be more logical to designate it as “business for business.” The attribution of a particular function to advertising is somewhat arbitrary.

• Informational. Bringing certain information to the target audience;
• Incentive. Formation of specified preferences among the target audience;
• Manipulative. Formation of specified desires among the target audience, bypassing consciousness;
• Image. Creation of the necessary image.

• creation of advertising content;
• creation and promotion of advertising content;
• full advertising cycle.

Not required to create advertising content big investment and team. It is enough to have clients who need such content. The full cycle usually includes placement and analysis of an advertising campaign. This requires platforms for placement (media, billboards etc.), various analytical tools (interviewing agents, sales indicators, etc.).

Types of advertising

• Printing. All variety of printed products: booklets, leaflets, business cards, magazines, etc.;
• Outdoor advertising. Posters, signs, billboards, etc.;
• MASS MEDIA. Advertising in television, radio, newspapers;
• Internet. It stands out separately from the media, as it has its own specific characteristics;
• Agents. Conducting advertising campaigns with the involvement of distribution agents;
• Rhetoric. Organization of various lectures, conferences, presentations;
• Hiden advertisment. Advertising that takes place indirectly with any main event.

Characteristic features of the business

The advertising business in Russia is quite young and continues to develop. For a number of reasons, the development of this business follows the development of other areas of activity. Those. it develops mainly from requests and understanding of the need for advertising by the customer. An advertising agency thus has two types of target audiences: customers and an impact audience for the advertising content being created. This is one of the main characteristic distinctive features business.

Target Audiences

In this regard, it is necessary to say a few words about target audiences. Target audiences for advertising content are quite diverse; they can be divided into broad and specific – aimed at a specific client.

• industrial enterprises;
• the shops;
• financial companies;
• political associations.

Types of advertising agencies

The division of advertising agencies is different and is based on an understanding of the goals of advertising activities. To start operating, you need to decide on the format of the advertising agency; the business plan must reflect the main key points of the planned enterprise. The format will determine the costs, approx. client base customers and further direction of development.

In this aspect, it is best to classify advertising agencies according to the following format:

1. Small advertising studios. These are studios that create custom advertising content, do not have platforms for posting this content and do not implement the full advertising cycle. Those. in fact, these are artists fulfilling orders according to a clear technical specifications. In this case there are no costs and additional specialists on placement, promotion and analysis of advertising. Also, such studios do not have much capacity to create high-budget advertising content;
2. Small advertising agencies. These are essentially the same studios in a wider format. In their services they include the entire range of promotion of fairly cheap advertising content. Those. There are platforms for advertising; some analysis of advertising services may be offered;
3. Advertising agencies full cycle. Agencies ready to offer a full range of services. It is possible that some of the services are delegated to various subcontractors - the same small advertising studios or specialized companies for creating advertising. They are characterized by significant costs for working with both types of target audiences.
4. Specialized companies. These could be large studios for creating videos, companies specializing in a certain type of advertising, for example, political, etc. The costs will be specific and the work will be highly specific with a specific audience.

Location and premises

For an advertising agency, location does not play a significant role. The main activities related to working with customers are carried out in in electronic format, or on the customer’s premises; in rare cases, work is carried out in the office of an advertising agency. Exceptions may include specialized firms. But even in these cases, location does not play a special role - the customer can visit the company anywhere.

They move towards the room Additional requirements, if you plan to carry out some work in the office with target audience: meetings with the customer, advertising campaigns in the office (say, lectures). Premises for specialized companies have their own requirements. In both cases, everything is situational and the premises are designed depending on the specific implementation.

Equipment

The same can be said about equipment. It all depends on the format and specific implementations. Small advertising studios do not require complex, expensive equipment. This is usually one or more computerized workstations. As services expand, the equipment may include: powerful graphics stations, specialized equipment for printing, holography and other things.

Documentation

In our country, there is a practice of not purchasing licenses for some products, primarily for software products. If the advertising studio is very small and is not actively preparing commercials, then this situation may not lead to negative results. Large advertising companies sell advertising content created using software product, must provide information on the legality of using the products they operate on.

Other documentation:

• package of constituent documentation (depending on the form of ownership, individual entrepreneur or joint-stock company);
• a package of external documentation (lease agreements, sublease agreements, contracts, agency agreements, etc.);
• package of internal documentation (organizational, analytical documentation);

Staff

The staff may include quite a few specialists:

• director;
• area managers;
• artist, designer;
• psychologist, sociologist.

Competition

In the field of more small business and excluding several of the largest megacities, the situation is somewhat simpler. True, demand and profitability are lower here. Among other things, small businesses are strongly influenced by the economic situation in the country. This is the area of ​​expenses that enterprises cut first.

Advertising agency marketing

Good advertising style is about creating advertising content that promotes the advertising agency itself. Advertising includes the same advertising that is the product being sold to the customer. Those. in this vein, it is easier for an advertising agency: it advertises itself with the same means that it subsequently sells (advertising in the media, on billboards, mailings, etc.).

Work with customers:

• system of bonuses and discounts;
• preferences for regular customers;
• working with agents.

Financial plan

The epilogue to an advertising agency business plan is financial plan. It reflects the expenditure and revenue side, the achievement of profitability, and calculates the payback period for investments. Due to the wide variety, it is not possible to provide a standard financial plan. Here is a small calculation from an advertising agency.

Small advertising agency. Premises for rent 20 sq.m. Staff 3 people: director, 2 managers. Several platforms for posting advertising content. The agency creates advertising and places it, in particular on billboards.

Income. Judging the income of an advertising agency can be very conditional. Thus, the price of placement on a billboard along a highway in one of the cities is 10 thousand rubles per month. We get it. From advertising on sites 50 - 80 thousand per month. Other advertising services 50 – 80 thousand per month. Total monthly income is 100 – 160 thousand rubles. Or profit: 15 – 20 thousand per month.

The payback period will be from one to one and a half years. Naturally, as an example, we took a very small agency in small town, its factors were not taken into account further development, as well as changes in the external environment.

Before opening any company, even if you are 100 times sure, analyze the market in which you are going to work. There are many ways to analyze the market, let's look at the simplest way - by analyzing competitors operating in the market. This method well suited for cities up to 1 million population.

So, first you need to identify all the companies providing services = the number of competitors. Select the first group of companies that have existed on the market for more than 5 years, long-lived, if this group is more than 50%, then the market is mostly full; this situation is observed in most cities, but there are exceptions.

Select a second group of companies that have been on the market for less than a year; if this group is less than 30%, then the market is filling up and you can safely enter it.

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

Choosing a form of ownership

Individual entrepreneur

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

But there are also advantages: servicing at a bank will be cheaper for you, you will have to submit fewer reports to government bodies, the pole can also be your name and the guarantees that the individual entrepreneur gives.

Joint stock companies

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

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

If you are going to work with the government. companies or large companies who compete for their orders in tenders, then to participate in them your company or you as an individual entrepreneur will need to have certain OKVED codes, which should be indicated on your statement.

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

But there is a fact that the tax office in Moscow returned the documents to OJSC Gazprom, since a similar company, with the same name, the same form of ownership already exists. After registering with the tax office, be sure to open a bank account and inform the tax office about its opening. And also register with the Social Insurance Fund and the Pension Fund of the Russian Federation, if the tax authorities did not register you immediately.

Choosing a tax system

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

Most the best option This is the simplified taxation system (simplified taxation system), an application to switch to the simplified taxation system must be submitted immediately with a package of documents upon registration, because otherwise you will fall under the general taxation regime.

The simplified tax system has two modes, these are:

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

Selecting a room

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

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

Equipment

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

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

Staff

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

If you open an advertising agency, hire an organizer with a design education to replace the director and another designer. If the designer’s main goal is to work with orders and clients, then the director’s task should be to find clients, draw up PR campaigns and, of course, develop the company.

Advertising/Marketing

For a modern advertising agency, it is very important to have your own website, which should provide answers to where you are, what services you provide, how to contact you (we advise you to fill out the form for a call back), today in marketing there are many techniques for creating selling websites, choose the appropriate one for you and run it.

If you advertise on your advertising spaces when they are not busy, place your advertisement. And in our opinion, the most important thing for an advertising agency is the corporate identity that you should have and it should be present everywhere on the website, in the office and on your advertising.

Production plan

It will take you 2 weeks to register a company, if of course everything went well. After this, you can safely begin your activities. As a rule, advertising agencies reach break-even by 2 months, unless of course they had an agreement with clients in advance.

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

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

• logo development – ​​20 thousand rubles.
• development of a magazine layout – 12 thousand rubles.
• creation of a specific scenario – 12 thousand rubles.
• development corporate identity organizations - 70 thousand rubles.
• development of original layout for publications – 25 thousand rubles.
• creating a mock-up of a shield – 8 thousand rubles.

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

Calculations

Attachments

To open an office you need:

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

Total: minimum 235 thousand rubles.

1 month of office work will cost:

• office rent 20 t.r.,
• director's salary 50 thousand rubles,
• designer's salary 35 thousand rubles,

Total: 105 thousand rubles, not counting production costs.

Thus, the break-even point after taxes will be approximately 110-115 thousand rubles .

Possible profit

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

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