BUSINESS PLAN Agency of Internet Marketing «DIGITAL-Effect»
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- Английский
- 09.10.2014
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Adaptation of this business plan is possible for similar project around the world.
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 |
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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 |
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6.12. Profit and Loss Statement |
83 |
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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 |
|
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 |
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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 |
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Table 29. Total Taxes by Years |
81 |
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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
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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 |