Business plan creating of City Internet Portal (with financial model)
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- Английский
- 27.01.2015
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Warning!
Adaptation of this business plan is possible for similar project worldwide.
***
Project Description
Essence and idea of the project: creating of Moscow information portal «VMoskve», which will unite a large number of services for the convenience of users.
Website address of the project: vmoskve.su
Sources of commercialization: banner advertising, placement of information about enterprises in the chapter «Directory» and events in the chapter «Affiche»
Audience: predominantly young audience: 18-24 years old – 34.66%, 25-34 years old – 28.93%. Small percentage (19.66%) is accounted for users aged 35-44 years and even less (13.63%) – for audience aged 45-54 and 3.12% – for people aged 55+.
Market conditions:
|
Population share 18+, daily usage of the Internet |
57% |
|
Population number 18+, daily usage of the Internet |
53 mln people |
|
Share of resources on business topics |
46% |
|
Number of the Internet edition in Russia |
4 600 units (47 000 messages a day) |
|
Yearly volume of the Internet advertising market in Russia |
59.5 bln people |
|
Share of advertisers, which use the Internet advertising |
89% |
Competitors of the project:
«Information Portal (IP) of Moscow»
City portal (CP) «Moscow»
Network edition «РIA News»
City portal «Moscow Online»
Financial indicators of the project
|
Indicator |
Units |
Value |
|
Necessary investment |
RUB |
*** |
|
NPV |
RUB |
*** |
|
IRR |
% |
*** |
|
Payback period |
years |
2.46 |
|
Discounted payback period |
years |
2.65 |
Excerpts from Research
Information and referral portals are the special kind of portals, which offer users the extensive materials by area of their interest (news, articles, reviews, goods/services by branches, directory of enterprises, affiche, etc.). Through the abundance of materials, these websites are well promoted in search engines, have high attendance and that’s why allow owners to ensure their goals set at the website (portal) creating:
- selling the advertising places on the website;
- paid placement of information;
- promotion of own company or name.
The purpose of information and referral portal is providing of interesting and actual materials for users, creating comfortable conditions for assimilation of information by users.
Small towns is gradually catching up the big cities by level of the Internet penetration, the differences between regions by accessibility of network connection are effaced. More and more older people become the Internet audience.
Since autumn 2012 to autumn 2013 the growth of users number has been amounted to ***%, in absolute terms the growth has been amounted to *** mln people (commensurable to St. Petersburg population). Daily audience has increased even more – it means that many users, who went online only from time to time before, do it daily now.
Number of websites in the Internet has exceeded the amount of *** recourses in 2014. It is showed by the data of the real time monitoring Internet Live Stats. As experts suggest, this tendency will be kept, although the sharp rise of recourses is not anticipated.
Taking into attention the fact that the main source of project commercialization will be the Internet advertising placed on pages of created portal, it is rationally to consider the dynamics of Internet advertising market and the main tendencies.
Volume of the Internet advertising market in 2013 has amounted to more than *** bln RUB (according to the information of Association of Communication Agencies of Russia (ACAR). In comparison with 2012, the market of Network advertising has increased by ***%.
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List of Tables, Diagrams and Figures |
4 |
|
Executive Summary |
5 |
|
6 |
|
12 |
|
2.1. Tendencies and Development of the Internet |
12 |
|
2.2. Audience and Penetration of the Internet in Russia |
13 |
|
2.4. General Tendencies of the Print and Internet Media |
18 |
|
2.5. Technical Component of the Market: Popular Platforms for the Internet Recources |
22 |
|
2.6. Market of the Internet Advertising |
23 |
|
29 |
|
38 |
|
4.1. Usability of the Website |
38 |
|
4.2. Search Engine |
38 |
|
4.3. Contextual Advertising |
41 |
|
4.4. Social Media Marketing |
42 |
|
4.5. Advertising on the Main Pages of Search Engines |
42 |
|
4.6. Promotion Features of the City Internet Portal |
43 |
|
4.7. Pricing of the Project |
45 |
|
47 |
|
5.1. Project Personnel |
47 |
|
5.2. Stages of the Project Implementation |
47 |
|
49 |
|
6.1. Assumption of the Project |
49 |
|
6.2. Seasonality of the Project |
49 |
|
6.3. Sales Volume |
50 |
|
6.4. Revenue |
52 |
|
6.5. Personnel of the Project |
53 |
|
6.6. Costs |
59 |
|
6.7. Taxes of the Project |
62 |
|
6.8. Profit and Loss Statement |
64 |
|
6.9. Calculation of Discount Rate by WACC Method |
67 |
|
6.10. Cash Flow Statement |
78 |
|
6.11. Cash Flows |
80 |
|
6.12. Main Indicators of the Project Economic Efficiency |
80 |
|
83 |
|
INFORMATION ABOUT THE «VTSConsulting» COMPANY |
90 |
|
Table 1. Main Features of the Portal |
6 |
|
Table 2. ТOP Most Popular Hosting Providers of Runet |
10 |
|
Table 3. Number of Domens and New Regional Resources by Districts of Russian Federation (RF), units, per thsd people |
17 |
|
Table 4. Activity of Web Users |
17 |
|
Table 5. Profile of the «RIA» Company |
29 |
|
Table 6. Profile of the CP «Moscow» |
32 |
|
Table 7. Profile of the «IP of Moscow» |
33 |
|
Table 8. Profile of the CP « Moscow Online» |
35 |
|
Table 9. Pricing of the Project |
46 |
|
Table 10. Staff List of the Project |
47 |
|
Table 11. Stages of the Project Implementation |
48 |
|
Table 12. Time Schedule of the Projec Implementation |
48 |
|
Table 13. Calculation of Long-Term Profits over CAPM for Portfolios of Decimal Groups NYSE/AMEX/NASDAQ |
72 |
|
Table 14. Algorithm of Risk Determination for Estimated Company |
73 |
|
Table 15. Algorithm of Specific Risk Premium Calculation |
74 |
|
Table 16. Calculation of Discount Rate by WACC Method |
76 |
|
Table 17. Main Financial Indicators of the Project |
82 |
|
Diagram 1. Dynamics of the Internet Users Number in RF in 2004-2013, mln people |
14 |
|
Diagram 2. Internet Audience and Penetration in Regions of Russia, mln people |
14 |
|
Diagram 3. Internet Audience and Penetration in Settlements of Various Types, mln people |
15 |
|
Diagram 4. Distribution of Users by Age |
16 |
|
Diagram 5. Growth of the internet Editions Number in Russia, 2011-2014 |
20 |
|
Diagram 6. Percentage Ratio of Non-Original Materials in the Total Share of News |
21 |
|
Diagram 7. Popularity and Usage of Various Website Management Systems |
22 |
|
Diagram 8. Popularity of CMS Types in Russian Web Development |
23 |
|
Diagram 9. Dynamics of the Internet Advertising Market in RF, bln RUB |
24 |
|
Diagram 10. Dynamics of Increase of Advertising Budgets for Contextual Advertising, RF, bln RUB |
24 |
|
Diagram 11. Share of the Internet Adverising in Total Volume of Advertising Market, RF |
25 |
|
Diagram 12. Share of Search Advertising in Total Volume of the Internet Advertising, RF |
26 |
|
Diagram 13. Growth of the Internet Advertising Market, 2013-2014, RF, bln RUB |
27 |
|
Diagram 14. Strategic Canvas |
37 |