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BUSINESS PLAN Agency of Internet Marketing «DIGITAL-Effect» (with financial model)

Стоимость: 30 000 руб
  • 109
  • Английский
  • 09.10.2014
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Adaptation of this business plan is possible for similar project around the world.

The financial model in separate file is attached to this business plan, which makes it easy to build a new financial plan by entering the appropriate data.

Project Description

Project purpose: attraction of investment for the expansion of the agency of effective marketing «DIGITAL-Effect», which provides the services of  system marketing in offline and online environments on the territory of Siberian Federal District (further – SFD) and Far East.

Direction of activities:

  • organization of business-events;
  • brand promotion in the Internet (SMM, SMO, SEO, e-mail-marketing, content-marketing);
  • reputation management;
  • complex PR-support in the Internet, reputation management, promotion, publicity;
  • subscription services.

Project target audience:

  • brand-managers of companies and corporations (advertising campaigns for the support of brand/product);
  • marketing departments of companies and enterprises (routine work, remote servicing);
  • PR-agencies (all directions and types of services);
  • Separate individuals, companies, organizers and founders of events, representatives of the sphere of event marketing.

Financial indicators of the project:

Indicator

Unit

Value

Necessary investment

RUB

***

NPV

RUB

***

IRR

%

***

Payback period

years

1.00

Discounted payback period

years

1.00

 

Excerpts from Research:

The total amount of enterprises, which potentially are included into the project audience, amounts to *** units (Novosibirsk Region), among them the largest representation is accounted for the enterprises of categories of  wholesale and retail trade as well as enterprises and companies which carry out the transactions with real estate.

Due to the analysis of the Internet marketing market of the Russian Federation, Novosibirsk and Novosibirsk Region and due to the consideration of tendencies of the Internet-segment growth on the studied territory, it is possible to make the following conclusions.

Many funds are invested into the Internet promotion and the significant part of business becomes dependent on the results of this work. Due to this, the issue of reliability of methods, professionalism of performer and wide range of services gains more and more importance: the total amount of marketing market participants in Russia amounts to more than *** approximately (or about ***% of worldwide number) actively operated units.

The complicated and effective services make the future. According to the market participants, objectives of clients become more difficult and require more and more qualification and services for the analyzing of conversion of promotion services and Internet advertising (of KPI projects, application of web-analytics). Together with it, the numbers of companies which specializes in issues of Internet marketing and branding has increased by ***% in 2013 (in comparison with 2012) and amount to *** companies.

The average assessment of volume of marketing consulting market has also increased – by ***% (in comparison with level of 2012) – and reached *** mln USD.

These indicators show the absolute potential of further development of the Internet-marketing segment and the necessity of market entrance of qualified specialists, which will be able to satisfy the growing demand. For today, the quality, creativity and prices level are the main parameters for the estimation of work of marketing consulting agency, and the client is ready to pay more: the average indicator of the actual growth of the budget foe marketing amounts to + ***% over the level of 2012.

As for Novosibirsk, the current absolute indicators of media market in 2013 amounted to *** mln RUB (VAT not included), in comparison with 2012 the market grew by ***% (about *** mln RUB (VAT not included) in absolute terms). Among dynamical indicators of growth of media space segments the better indicator accounts for the Internet – with the growth rate ***%. The Internet segment in 2013 earned about  *** mln RUB (VAT not included) and increased by *** % in comparison with 2012. Herewith relatively to segments, the profit is divided in such way: ***% – creation and development of sites, ***% – SEO-promotion, ***% – contextual advertising.

Thus, it is possible to say that leading activeness directions of «DIGITAL-Effect» agency forms the total volume of profit of similar companies in the market, which confirms the perspective and profitability of chosen project.

List of Tables, Diagrams and figures

4

Executive Summary

5

1.0. Information about the Project

6

1.1. Information about the Project

6

2.0. Market Analysis

13

2.1. General Analysis of Marketing services of the Russian Federation

15

2.2. Market of Internet Marketing in Russia

23

2.3. State of Social Networks Development in Russia

30

2.4. Specificity of Differentiation of Marketing and Advertising Services in Novosibirsk Region

33

2.5. General Conclusion

37

3.0. Competitive Environment

40

4.0. Marketing Plan

54

4.1. Site Usability

55

4.2. Search Engine Optimization

55

4.3. Contextual Advertising

58

4.4. Social Media Marketing

59

4.5. Advertising on Sites Home Page

60

5.0. Organizational Plan

61

5.1. Project Personnel

61

5.2. Calculation of «Cost Price of Employees» and Motivation

65

6.0. Financial Plan

67

6.1. Project Assumption (Basic Parameters)

67

6.2. Sales Volume (Services Sales)

68

6.3. Project Revenue

70

6.4.Number of Personnel

72

6.5. Wages of Personnel

73

6.6. Project Wage Fund

73

6.7. Tax on Wage Fund

74

6.8.Basic Costs by Project

75

6.8.1. Operational Costs

75

6.8.2. Commercial Costs

77

6.8.3. Administrative Costs

78

6.8.4. Total Costs of All Categories by Years

79

6.9. Taxes

79

6.10. Volume of Necessary Investment

81

6.11. Capital Expenditure

82

6.12. Profit and Loss Statement

83

6.13. Cash Flow Statement

86

6.14. Calculation of Discount Rate by WACC-Method

88

6.15. Cash Flow by Years

98

6.16. Financial Indicators

99

  1. Sensitivity Analysis

100

INFORMATION ABOUT THE «VTSConsulting» COMPANY

109

TABLES

Table 1. Organization of Business Events

7

Table 2. Brand Promotion in Internet

8

Table 3. Reputation Management

11

Table 4. Estimation of Work Quality of Leading Agencies of Integrated Communications

19

Table 5. Estimation of Work Quality of Leading Event-Agencies

19

Table 6. ТOP-25 of Largest Advertisers in Russia by Results of 2013, mln RUB (VAT Included)

20

Table 7. ТOP-20 of Companies Having the Largest Advertising Budget on the Territory of the Russian Federation (RF) in 2013, mln RUB (VAT Included)

22

Table 8. Absolute Indicators and Dynamics of Novosibirsk Media Market by Segments, 2012-2013

34

Table 9. Marketing Plan (Project Implementation)

54

Table 10. Project Advertising Budget

60

Table 11. Project Basic Parameters

67

Table 12. Seasonal Project Loading

68

Table 13. Sales Volume (Services Sales)

68

Table 14. Sales Volume (Services Sales) by Years

70

Table 15. Project Revenue

70

Table 16. Project Revenue by Years

72

Table 17. Number of Personnel

72

Table 18. Wages of Personnel

73

Table 19. Wages Fund

74

Table 20. Taxes on Wages Fund

74

Table 21. Operational Costs

75

Table 22. Operational Costs by Years

76

Table 23. Commercial Costs

77

Table 24. Commercial Costs by Years

77

Table 25. Administrative Costs

78

Table 26. Administrative Costs by Years

78

Table 27. Total Costs of All Categories by Years

79

Table 28. Taxes

79

Table 29. Total Taxes by Years

81

Table 30. Volume of Necessary Investment

81

Table 31. Capital Expenditure

82

Table 32. Profit and Loss Statement

83

Table 33. Cash Flow Statement

86

Table 34. Calculation of long-term profits over CAPM for portfolios of decimal groups NYSE/AMEX/NASDAQ

93

Table 35. Algorithm of Determining of Risk Level of Estimated Company

94

Table 36. Algorithm of Calculation of Specific Risk Premium

95

Table 37. Calculation of Discount Rate by WACC-Method

97

Table 38. Cash Flow by Years

98

Table 39. Accumulates Cash Flow

99

Table 40. Indicators of Project Economic Efficiency

99

DIAGRAMS

Diagram 1. Differentiation and Amount of Enterprises of Novosibirsk Region by Economic Directions of Activities and Forms of Ownership, H1 2014, units

15

Diagram 2. Forecast for Growth of Internetization Level in Different Spheres on the Territory of RF

16

Diagram 3. Dynamics of Growth of Marketing Agencies Amount for 2012-2013, units

16

Diagram 4. Dynamics of Growth Market Volume of Marketing Consulting on the Territory of RF, for 2012-2013

17

Diagram 5. Forecast for Dynamics of Market Volume of Marketing Services on the Territory of RF in 2014

18

Diagram 6. Main Directions of Marketing Consulting Development in 2014

18

Diagram 7. Growth of Marketing Budget in Companies of RF in 2013

19

Diagram 8. Effectiveness of Internet Audience Attraction by Different Channels

26

Diagram 9. Terms of Partnership with Current Company

27

Diagram 10. Strategy of Internet Presence for the Next 3-12 Months

27

Diagram 11. Satisfaction of Result of Partnership with Current Company

28

Diagram 12. Changing of Investments into Internet Marketing

28

Diagram 13. Sources of Orders in Field of Internet Marketing

29

Diagram 14. Share of Received Orders in Total Profit of Internet Agencies

30

Diagram 15. Dynamics of Users Growth in Social Networks for 2008-2015

32

Diagram 16. Audience of Social Networks on the Territory of RF, Q2 2014

33

Diagram 17. Amount of Post (Massages) in Different Social Networks within Day, RF, 2014

33

Diagram 18. Dynamics of Absolute Indicators of Novosibirsk Media Space of 2012-2013, mln RUB

34

Diagram 19. Revenue Distribution among Different Segments of Novosibirsk Market in 2013, %.

35

Diagram 20. Growth of Internet Segment on the Territory of Novosibirsk and Novosibirsk Region, 2012-2013, mln RUB

37

Diagram 21. Segmentation of Advertising Costs on Russian Market, 2008

38

Diagram 22. Segmentation of Advertising Costs on Russian Market, 2013

38