How to start an outdoor advertising business. Making illuminated outdoor advertising increases your chances of success! How to open an outdoor advertising agency

In times of fierce competition, every entrepreneur wants to distinguish his company from many others, emphasize individuality, and create a unique image and style. Therefore, everyone without exception resorts to outdoor advertising. Studio outdoor advertising – advantageous direction business, which we will consider.

Even in difficult times, an outdoor advertising business can flourish. After all, many companies have to change locations due to the high cost of rent; some, unfortunately, go bankrupt, and others take their place. And they need a sign to indicate their location.

Signs (office, outdoor);
- evacuation plans (established as mandatory by law);
- stands (in educational institutions, “public” places);
- pointers;
- and finally, billboards and signs.

That is, not everything is called advertising, which is what it is. To begin with, you can produce small, maybe not even particularly expensive, but in demand products, and then, expanding the list of equipment, accordingly move on to larger-scale and more expensive outdoor advertising.

Before we begin

1. Direct earnings from the production of a finished advertising product, the cost of which, as a rule, is 2 or even 3 times higher than the cost of the source materials.

3. Coordination with city authorities - your additional efforts in coordinating the location of outdoor advertising with the urban development plan are also paid by the client, unless he prefers to take on this issue himself.

4. Maintenance of advertising objects. Under the influence of climatic factors, outdoor advertising loses its “advertising” appearance, so from time to time it needs to be updated and repaired, which leads to additional waste for the client and your additional earnings.

What needs to be taken into account in the first couples? Of course, there are initial costs. Renting a room, depending on the location, will cost from 12 thousand rubles; if it is necessary to make repairs in the room and purchase furniture, then the estimate will include another 55 thousand. The largest cost item will be equipment, which standard set starts from 240 thousand rubles. In addition, for initial orders you need to purchase material for 25 thousand rubles. In total, the functioning of your company in the first couple of years should be ensured by at least 360 thousand rubles.

How soon will such investments pay off? The cost of advertising depends on the price category of the region and the type of advertising. On average, for example, signs cost from $150, urban posters from $115, light box - 200, banner - 150, etc. In total, the profitability of the business varies about 40%, the payback of the project is approximately one and a half years.

Main risks: in the production of outdoor advertising it is quite dangerous to concentrate on one narrow area. The payback in this case is quick, but sometimes orders need to wait quite a long time. Therefore, it is worth investing in additional equipment and performing several types of advertising. New clients are not always predisposed to give advance payments to market newcomers, so in the first couple of days you take a risk by fulfilling orders without collateral.

Location

Choose a room on the first or basement floor of the building. Carrying large items up the stairs will be completely inconvenient. Also make sure that the entrance and corridors are wide for the removal of large items.

You can separate the location of office and production space: for example, rent up to 30 m2 in the city center for an office and separately about 100 m2 for the production of outdoor advertising in any area with inexpensive rent. You can receive customers in the office space, where an order manager and designer will work. The production facility must have convenient access and a designated area or room for storing finished products.

Equipment

The range of necessary equipment varies depending on the range of services chosen; if it is wide enough, it will require large initial investments. But the business can expand gradually:

1. If you know specialized programs, such as Photoshop, then you can start with the minimum: a computer and a (household) printer. Your job will be to find customers, create an advertising design, and you can print it from a third party.

2. The first equipment you own should be a wide-format plotter. It will allow you to cut out the contours of images of future advertising from a number of materials: self-adhesive film, banners, vinyl, etc. This is the main tool for work, so you should take its choice seriously.

3.Equipment for large format printing is very expensive, for a long time you can use the services of printing companies. This includes a digital solvent printer and wide format laminator, as well as sprayers.

To make billboards you will need welding equipment, a grinder and a drill. In addition, you need a machine for cutting and bending metal, an engraving and milling machine and installation equipment. To make neon signs, you can organize a mini lighting workshop by purchasing a set of equipment: glass tubes, gas burners, electrodes, compressors, vacuum pumps.

Personnel

Working alone is quite difficult and sooner or later you will have to hire people and expand your staff. Delegate everything that can be done with someone else’s hands, the way technical processes perform wage-earners, and you run a business. The work of an outdoor advertising agency is divided into the following blocks:

Administrative work and searching for clients can be carried out by the business owner himself. In addition, an accountant is needed; if your workload is small, you can hire an outsider on a part-time basis.
The advertising is designed by a designer. Often, with a heavy workload, a full-time designer cannot avoid templates, so for fresh ideas, use the services of a freelancer, and your designer will handle the layout.
Manufacturing. Printing equipment specialists directly produce advertising products.
Installation. In some cases, a lighting specialist will be needed to develop lighting schemes and provide instructions to installers. For a small company, 2 installers will be enough.

Documents and licenses

Before making your first transaction, you must register with the tax authorities. If the owner does the work independently, or there are no more than 2 people on staff, it is enough to register as a private entrepreneur. This will allow you to work under a simplified system of taxation and financial reporting. However, for large-scale production of outdoor advertising, it is better to choose an LLC.

Marketing

The search for clients begins with compiling a list of services and price list. You should not decide about the price in the process, so to speak, “by the client” - this will show you not with the best side and will scare off customers.

At first, it will be difficult to grab a large customer, so focus on small entrepreneurs. A good method for promoting services would be to provide installment plans for large-scale orders, as well as provide discounts. Add free services to your price list. For example, free installation or design development. Perhaps the cost of these works will be included in the price of the finished product, but the buyer will be attracted by the fact of free offers.

Get creative with your own advertising. Let her be yours business card. Collect your portfolio, let the customer see what you did and how it turned out. It must be placed on a company website or one-page site.

Summary

The least creative, but most common, at first, may be the production not of the advertising itself, but of signs, stands, plaques and signs for government agencies. These are typical orders, but they are quite stable. Full-fledged outdoor advertising requires creativity and experience, but at the same time brings more income. The return on investment in a small outdoor advertising agency varies from a year to a year and a half.

Looking at a large American city at night, all this glitter of lights and great amount advertising signs, you understand that our cities are still very far from such advertising coverage. It's all in your hands, ladies and gentlemen. Russia is full of organizations that have not yet “exposed” themselves. They need light boxes, billboards, city formats, signs and everything else that will make their business more noticeable and, accordingly, more profitable!
The number of organizations and firms is constantly growing, the first floors of residential buildings are turning into shops and offices, and all these businessmen want their business to be noticed. This is why advertising is needed, this is why they need you with your outdoor advertising studio!

Today, “Outdoor (external) advertising” is graphic, text, or other advertising information that is placed on special temporary and/or permanent structures located in open areas, as well as on the external surfaces of buildings, structures, elements of street equipment, over the carriageway of streets and roads or on them themselves.

Sometimes outdoor advertising also includes advertising messages placed inside stores/supermarkets - POS (point of sale) designs, TPD, screens, etc. but more often they are distinguished as separate species“internal” advertising (indoor advertising).

Description.

This business plan describes the creation of an outdoor advertising studio with its own production. Eat different types outdoor advertising: signs, advertising and information boards, light boxes, pillars, neon, volumetric letters, etc.
Business goal: services for the development, production and installation of: signs, image structures and media carriers.
Promotion: creating original, bright, unusual advertising that will catch the eye of your client’s consumers.
Your quality products will be your advertisement. The better you create advertising, the more chances that next time the client will come to you. Of course, we shouldn’t forget about classic advertising in the media, outdoor advertising, etc. To search for high-quality clients, you will need to hire an advertising manager, whose role you will initially play.

It’s good when there is an action plan, everything is written out, and all you have to do is put in a little effort to get results. For this, ladies and gentlemen, this algorithm of actions is provided to you. Follow it and everything will work out for you!

We are looking for premises: it is advisable to have an office in the city center (this is important for any business), in mall, on the ground floor in a row of shops/offices, close to large business centers, shops, large crowds of people, potential clients.
Personnel: director, accountant, customer service manager, designers, printing equipment specialists, specialists in the manufacture and installation of structures.
Area: it all depends on your capabilities and desires. Office space is sufficient from 25 sq.m., production premises can be located separately in a small hangar or warehouse on the outskirts of the city, for the rent of which you can pay little money (3,000 rubles/month, for example).
Equipment. The wider the range of services of an outdoor advertising studio, the more equipment and people will be required. Most studios in Russia produce their advertising product using large-format printing on a digital solvent printer. For example, solvent printer plotter Mutoh Falcon RJ 6100 width 1.5 meters, printing on vinyl film, banner, fabric, etc. costs approximately 12,000 USD . In addition, you will need Consumables: paper, banners, vinyls, canvases, solvent inks.
Additional equipment, office equipment: computer, telephone, calculator, printer, scanner, laminator, furniture.
Additional equipment also includes: an engraving and milling machine, a machine for bending and cutting metal, a set of equipment for the production of neon, installation equipment, etc. This is equipment for the production of a wider range of promotional products.
Cost calculation:
-Premises rent: 20,000 rubles/month (small office and production premises)
-Equipment: 500,000 rub.
-Furniture, office equipment: RUB 50,000.
-Salary fund: 60,000 rubles/month
-Advertising: 30,000 rub.
Total expenses: initial investment will be 660,000 rubles.
The most expensive thing is, of course, the equipment. You can buy it used, it will be 30-40% cheaper than a new one, but the risk of breakdown without a guarantee will always weigh on you.
Income. Income in the outdoor advertising business can be different, it all depends on the average prices in your region, the cost of production and on the price segment in which you will work. For example, let's take average prices: arrow-shaped signs - from 3,000 rubles, panel brackets - 3,000 rubles, one-sided stretching - 4,500 rubles, light box signs - from 6,000 rubles, full-color printing on a translucent banner, city-format posters – from 3000 rub. etc. The cost of installing banners and signs is from 5,000 rubles. excluding fasteners.
Profitability: 35-40%. Payback period is approximately 1.5 years.

1. An excellent time to make money is during elections of deputies and other candidates. A lot of outdoor advertising is required and candidates pay any money for it.
2. Equipment can be rented to those studios that do not have their own equipment. This will always be your additional income, which will allow you to stay afloat for the first time.
3. Hire a combined media advertising manager, selling advertising, for example, in newspapers and radio, he will always be able to sell your services to the client, without competing with you.
Good luck!

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

• full service agencies;
• narrow-profile agencies.

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

Business plan

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

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

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

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

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

Documentation

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

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

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

Room

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

Signs on stores, banners on roads, banners and billboards - it’s hard to imagine modern city without these familiar symbols and attributes of entrepreneurial activity.

There is also an invisible, or less noticeable part of the advertising industry - signs on houses, stands, signs. Behind all this there are considerable incomes of advertising companies.

Of course, when the question comes about production, a feeling of wariness immediately arises. After all, production requires money, and sometimes a lot of it. But making outdoor advertising is not that difficult. The main problem will not be the costs of materials and equipment, but the production technology itself.

But first things first…

There are several reasons why the idea of ​​making outdoor advertising should not be written off if you are planning to start your own business.

Firstly, This high profitability production. Especially if you work on your own equipment. A profitability of 30-50% in the advertising business is the minimum. And the production of outdoor advertising can bring 100 percent or more profit.

Secondly, constant demand. As already mentioned, it is impossible to imagine a city without outdoor advertising. Because every company fights for the client and invests money in advertising.

Third, this business can be started with a minimal investment of a few hundred dollars. Or you can fork out up to several thousand. In the end you will gain everything necessary equipment and you can increase production profitability.

Which assortment is best to start with?

You need to understand that the term “outdoor advertising” hides a fairly large list of products. But it’s better to start with something that will be in mass demand and easy to manufacture. And this:

– signs (office signs on the door, on the house, “ angry dog", and so on…)

– stands (for schools, universities, kindergartens, visual aids)

Equipment for the production of outdoor advertising

For successful independent work you will need:

1) Computer.

2) Plotter. This is the most expensive piece of equipment. A good plotter will last you a long time. And it is needed in order to cut out the self-adhesive film along the contour specified on the layout. A high-quality plotter will cost you 2-3 thousand dollars.

3) Welding equipment. Required for the manufacture of billboards and signs.

4) Grinder and drill. They are also necessary for working with billboards.

As you can see, a general set of inventory and equipment is not so problematic to acquire. Of course, you can’t do it without expenses, but at first you can rent the same plotter, or cut the film to order.

Equipment for large format printing is not included in the list because it is too expensive. And there are quite a lot of companies that print to order. If they are not in your city, then you can search in more major cities. As a rule, there are no problems with this.

First of all, you should make a list of services and standard layouts that you can offer to potential clients. Next we go on a search.

Government institutions, kindergartens, administrations, tax, pension funds, treasuries, firefighters, police, schools, universities, technical schools - here is an approximate list of where to start.

This is where the fun begins. Of course, more or less detailed information you can search on the Internet. But it’s best to try your hand at an existing enterprise as a simple worker. If you have seriously decided to get into the advertising business, then this is the most reliable way to master all the subtleties and secrets of making outdoor advertising.

Approximate data:

• Monthly income – 280,000 rubles.
• Net profit – 67,830 rubles.
• Initial costs – 414,800 rubles.
• Payback – from 7 months.

In this article we will compile detailed business plan advertising agency with calculations.

Description of service

Providing advertising services for various companies. The work will include consulting, selection of a suitable advertising strategy, risk assessment, and the actual provision of advertising services (creation of the necessary accompanying elements such as leaflets, as well as their distribution). Please note that we are considering a situation where an entrepreneur opens a small advertising agency.

Market analysis

The market for advertising services is quite large and is constantly expanding. How can you characterize it? The demand for services is constantly growing, and so is the volume of work provided. There is no seasonality in this type of business if we evaluate the entire sector. Seasonality of enterprises applying for advertising has little impact on work. The bulk of the market seeks advertising services on an ongoing basis.

Today, this market segment is the most promising among all available services. The success of almost any business today depends on advertising. Thus, we can talk about a high level of demand.

The advertising agency market is no more than half full. Therefore, entering the market is quite easy. In this type of business, it is very important to show flexibility, ingenuity, and creativity. The ideal option would be for the company to be headed by an experienced, knowledgeable person working in this field. It is difficult to regulate work in a niche about which an entrepreneur has no knowledge. At first, he can himself participate in the development of advertising campaigns.

The most difficult thing in this area is capturing part of the market. Today there are many advertising agencies. Besides, famous media occupy more than a third of the market, which significantly affects the number of “free buyers”. The main competitors will be large companies, engaged in both providing a wide range of advertising services and processing highly specialized market segments.

How can you fight such serious competitors? It’s worth being creative when developing your own ideas. Make special efforts when preparing proposals. The success of the business will depend on their quality. A low price is unlikely to attract large clients, but you shouldn’t inflate it either. Perfect option– setting the average market price or slightly lower.

All existing companies will be potential buyers. Today, the success of an enterprise directly depends on product promotion. It’s not for nothing that they say that advertising is the engine of trade. When choosing a mid-price segment, you must understand that the main clients will be small and medium-sized companies. Large enterprises, as a rule, turn to well-known advertising agencies. It will be very difficult to catch such a “fish”.

SWOT analysis

1. Possibilities

• Changes in advertising technologies, the emergence of new ways to promote the client’s product.
• Wide range of suppliers.
• Possibility of rapid and low-cost expansion of services provided.
• Prerequisites for the development of the information industry.
• High level of differentiation in this business sector.

1. Threats

• A sharp change in the preferences of the service consumer.
• High level of competition.
• Price fluctuations.
• An increase in the number of unemployed, a decrease in business activity and, as a result, a decrease in demand for the service.
• There may be an increase in legislative restrictions and tightening of legal aspects in this industry.

There are a number of factors that the enterprise itself can influence. They are called internal. These include:

1. Strengths

• Opportunity to offer clients exclusive services.
• In-depth analysis of the market situation.
• Offering a wide range of services.
• Quality services.
• Clear advertising policy.
• Low cost.
• Possibility of developing a system of discounts, gifts, promotions.

1. Weak sides

• Lack of reputation, unknown company.
• Lack of experience in this area.
• Possible downtime due to delays in the supply of materials.
• Weak motivation.
• Lack of qualified workers, long search for them.

Opportunity Assessment

As mentioned above, the seasonality of individual enterprises has virtually no effect on the advertising agency. It can always find clients who need this service. Therefore, work will proceed as usual at any time of the year.

The organization will have a 5-day work week. The work schedule will be as follows:

Total: 40 hours per week.

This mode of operation does not interfere labor legislation. You don’t have to make up shifts, arrange part-time jobs, or pay overtime. One team will work as a single whole.

You can start working by hiring minimal amount Human. To provide a full range of services, the following specialists will be needed:

• manager;
• marketer;
• artist (aka designer);
• specialist in computer technologies;
• operator;
• Poster of advertisements.

Each of them will perform their functions and receive a certain salary.

The company will seek some services from other organizations (printing posters, banners, advertising in the media). The client will receive the final service. Once the company has developed, you can think about expansion. For example, about creating own workshop for outdoor advertising or souvenirs.

Organizational and legal aspects

1. First you need to register your company. This could be an individual entrepreneur or an LLC. OKVED codes for this type of activity will be as follows:

• 40 – Advertising activities
• 13 — Research of market conditions and identification of public opinion
• 81 – Activities in the field of photography
• 22 — Printing execution of advertising materials
• 25 — Other printing activities
• 40 – Activities of news agencies
• 20 — Activities in the field of radio broadcasting and television

You don't necessarily need all of these codes. First you need to decide on the range of services provided. There may be others OKVED codes, the most basic ones are listed here. Please note that here are new codes that will be valid from 2016.

1. No licenses or patents to obtain not required.
2. If you turn to the All-Russian Classifier of Services to the Population (OKUN), you can see that advertising services belong to “Other Services”. An entrepreneur can calculate and pay UTII or simplified tax system. The second tax is possible in two versions - simplified tax system “Income” 6% or simplified tax system “income minus expenses” 6-15% (the rate is determined depending on the region).
3. To work with non-cash payments it is necessary.
4. Familiarize yourself with local laws governing the work of advertising agencies, as well as the procedure for providing services.
5. Advertising in some in public places requires permission to carry out this activity from the owner (for example, posting in elevators).
6. Notify Rospotrebnadzor about the start of your activities in order to avoid unpleasant moments.
7. Bring the premises into compliance with all standards developed by the fire department.
8. Remember that work on the simplified tax system can only begin after registration with the tax authorities cash register. With UTII, KKM is optional.
9. Get a stamp with your own logo to sign contracts with your clients.
10. remember, that the lease agreement must be official.

When choosing a location, you need to decide what functions the office will perform. If you will meet clients on their or neutral territory, you can choose a budget option. IN otherwise You should look for an office in an accessible part of the city.

In any case, it is necessary to bring the room back to normal. The office must be respectable.

Marketing plan

Main components marketing strategy will be:

• Usage integrated approach . This means that all intermediate actions are carried out by the company, including planning, market assessment, creation of printed products, work on the Internet and much more.
• Focus on medium and small enterprises.
• Offer average prices.
• High level of service provided.
• Advertising your own products (working through all stages).

Since the organization is engaged in providing advertising services, then go somewhere for promotion own business no need. You can do this yourself. However, there will be costs here too. You'll have to spend money on raw materials various materials, as well as placement of contextual advertising on the Internet. The development and content of the site will be handled by .

• Own website. Your employee can work it out. It is important to create a website that is understandable and pleasant for visitors. It is imperative to update information, inform about promotions and discounts. It makes sense to share your successes with site visitors by posting photos, reviews, and video reports.
• Internet advertising. An important aspect, since many legal entities They are looking for advertising agencies via the Internet. You can negotiate advertising with organizations that provide accompanying services or those who are focused on working specifically with legal entities.
• Distribution of offers, prices. This can also be done by an employee of the organization, namely a manager. He can also collect information about organizations, their contact details, and conduct negotiations.
• Advertising in the media. This is also a fairly effective method. It is best to contact local television, shoot an interesting, catchy video and put it on the air. Radio advertising is also great. You can send a ready-made advertising layout to newspapers or magazines, paying only for placement.

Can be included in advertising company and other methods. But it’s still not worth posting cheap advertisements. It’s better to go around to potential clients yourself, leave them your offers, business cards, and perhaps talk to the people responsible for advertising. But there is no need to be intrusive either.

Calculation of projected income

In the first months, revenue will be small. It all depends on the activity of employees and the number of attracted clients. We calculated average monthly revenue for the first year.

We will make calculations assuming 59-60% load. Then the income will be 280,000 rubles.

Production plan

The office will require minor renovations to operate. Some landlords rent out excellent premises, already furnished.

The equipment includes the cost of purchasing specific devices. Namely:

• Set for printing and presentations.
• Photo and video equipment.

Office equipment includes 3 computers and an MFP.

The furniture you will need is as follows:

• chairs;
• tables;
• cabinets;
• chairs for clients.

Total wage costs – 153,200 rubles.

I would like to note that the manager partially performs the duties of a secretary. Makes calls and answers phone calls. He is also actively looking for clients and maintaining a database.

A marketer conducts market research and identifies the most effective ways advertising, together with the manager, draws up a plan for further actions.

The artist is engaged in the development of layouts and layout.

A computer technology specialist works with graphics, photo and video editors. He is also developing the site and filling it out.

The operator is engaged in printing the necessary attributes. If necessary, negotiates with other companies to provide support services.

Organizational plan

Financial plan

Monthly revenue is: 280,000 rubles.

Initial costs: 414,800 rubles.

• Profit before tax: 79,800 rubles.
• Tax: 11,970 rubles. We calculated the simplified tax system (15% of the difference between income and expenses). Other calculation methods can also be used.
• Net profit: 67,830 rubles.
• Profitability: 24.23%.
• Payback: from 7 months.

Risks

As you know, all risks can be minimized or avoided, regardless of whether they are internal or external. Let's consider the most important of them, and analyze the methods of struggle.

Important: Remember that you can independently create a business plan specifically for your business. To do this, read the articles:

One last request: We are all human and can make mistakes, leave something out, etc. Don't judge harshly if this business plan or others in the section seemed incomplete to you. If you have experience in this or that activity or you see a flaw and can add to the article, please let me know in the comments! This is the only way we can jointly make business plans more complete, detailed and up-to-date. Thank you for your attention!