How to write a business plan and feasibility plan when setting up an advertising design company?

First of all, the preface of the first chapter.

The advertising industry is also constantly improving and expanding. Our advertising company focuses on the innovation of business and management, which is the difference of XX advertising company. First of all, our advertising company not only provides advertising services to the market, but also provides a platform for students who are interested in advertising industry to practice and operate. We put XX advertising company into commercial operation, but we don't take profit as the sole purpose of starting a business. It is our real pursuit to gain something in social practice.

Secondly, we plan to form a XX advertising company in partnership with other large and medium-sized advertising companies in Hunan, which will benefit * * * and bear the risks. We will sign a long-term recommendation contract with the cooperative advertising company for advertising talents in XXX College. What kind of talents and skills does the partnership company need? On this basis, the partnership company helps us to focus on cultivating students' quality and ability in the operation of XX advertising company, so that our students' quality and ability can meet the requirements of the partnership advertising company. This training process will be completed while students are in school. After graduation, students can directly work in a partnership advertising company.

The development strategy of XXX advertising company, on the one hand, has strengthened our technical strength and created conditions for realizing market benefits; On the other hand, the company's market behavior can enrich the teaching resources of the school, and its social effect will also enhance the visibility of our school to a certain extent, thus forming a good interaction and promoting the development of related disciplines in XXX College.

We will continue to work hard, forge ahead, and strive to establish XX advertising company as a window image representing the entrepreneurial achievements of XX college students.

Chapter II Company Profile

(1) Name of the company

* * * * * advertising company

(2) Nature of the company

A media joint venture advertising company integrating production, agency, planning, creativity, investigation and consultation.

(III) The purpose of the company

It is our mission to help customers obtain economic and social benefits, aiming at establishing the best communication channel between customers and the market through the company's scientific, professional and sincere services, making the most economical planning and design for customers' limited funds, and enabling customers to achieve the best communication effect with the lowest advertising cost.

(IV) Company objectives

(E) Entrepreneurship concept

At present, advertising companies are in the stage of investigation and research, but we have formed a * * * knowledge, that is, actively explore the development model and direction at the beginning of starting a business, take a road with its own characteristics, and unite or merge other small companies in various ways through effective capital operation to form a powerful advertising group in the local area. Starting from attracting small customers, we will establish a good long-term cooperative partnership with customers with a pragmatic attitude of Excellence, gradually expand our experience and reputation, and divide our "sphere of influence" bit by bit.

We will try our best to integrate meticulous professionalism into every detail, analyze the trends and trends of advertising development through various channels, and provide scientific and professional services to each of our customers from the perspective of studying audiences and markets. Only by constantly improving and surpassing ourselves is the key to the development of XX advertising company.

(v) Corporate services

1. Professional advertising service

-Provide detailed and accurate industry consulting services for our customers, including data investigation and analysis conclusions. Therefore, customers' investment is more scientific and reasonable, and they can communicate with consumers in all directions.

-establish internal research institutions, gradually create their own theoretical framework and knowledge system, and establish their own cultural connotations.

-Become a strategic partner with the media, act as an agent and completely buy out a lot of advertising space and time in the media. We will promote and sell advertising media to advertisers in one direction.

2. Personalized business services

—— It is the first company in Yongzhou that has the business of wedding planning and creating wedding atmosphere.

-Providing customers with the planning of opening, festivals, real estate exhibitions, product promotion and large-scale activities, and renting necessary publicity tools for large-scale launch balloons, inflatable arches, cartoons and other activities.

-The broker contacts the etiquette lady needed to hold the event.

3. Provide customers with accurate and scientific market research.

-We don't need customers running around, we provide customers with perfect effect measurement service.

4. Others

-User benefits: Due to our own characteristics, we have an advantage in business costs. It can minimize the advertising budget required by customers and achieve real high quality and low price.

Chapter III Market Analysis

(1) market description

Advertising is a new industry in China. In 2002, there were 57,434 advertising companies in China. In recent years, the number of companies has been increasing, the turnover and employees have been expanding, and the growth rate is considerable. In 2003, the national advertising business volume exceeded 654.38 billion yuan. According to experts' prediction, the GDP of China will increase by no less than 7% in 2004, reaching more than 12.5 trillion yuan, and the national advertising business will be about 1 1000 billion yuan. China advertising market is expected to become one of the three largest advertising markets in the world in the future 10. However, compared with the annual turnover figures of large foreign advertising groups disclosed by American advertising authorities, the gap is extremely huge. There is still a big gap between the economy and advertising in the western part of China and the eastern part, and it will not change much in a short time.

Yongzhou is a commodity distribution center adjacent to Guangdong and Guangxi in southern Hunan, with active commodity trading and dense commercial outlets. There are more than 30 wholesale markets, more than 20,000 commercial and catering service outlets and more than 40,000 employees in the city. According to the data of the second national basic unit census in Yongzhou, there are 4 enterprises14, with more than 100 employees, accounting for 9.43%; There are 3,974 units with less than 100 employees, accounting for 90.57%, of which enterprises with less than 30 employees account for 67.37% of all enterprises. It can be seen that the main characteristics of Yongzhou's private individual economy are small scale, large quantity and wide distribution. Advertisers in Yongzhou are mostly small and medium-sized enterprises or shopkeepers. Yongzhou modern advertising industry started late and developed rapidly, and the advertising industry will have a broader market prospect in Yongzhou.

(2) Target market

According to the regional characteristics, we divide the initial target market into three categories: the campus market ×× year× month× day× month× day× month× day× month× day× month× day× month× day× month× month× day× month× month× month× day× month× month× day× month× month× month× month× day× month× month× month× month× month × month× month× month × month× month × month× month × month× month × month× month × month× month × month× month ×

The campus market of ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××

The surrounding market of ×××××× College is mainly manifested in the advertising demand of shops and facades in Yangzitang Street. It is particularly important to note that the facades and shops near the college are updated quickly.

The market in XX District is mainly manifested in providing market research, public relations activities planning, advertising services required for holding promotional activities, facade advertising, signboard making and outdoor advertising in small shops.

(3) Target customers

At the beginning, the target customers are mainly located in XXX College, enterprises, shops and shopkeepers in Shan Zhi District, Yongzhou City.

(IV) Construction progress

Xx advertising company is expected to spend three months from preparation, preparation to implementation. In the first two months, we will contact and negotiate with advertising companies all over Hunan Province to establish a preliminary cooperative relationship. Starting from the second month, we will spend two months to build the company from both hardware and software. In the last month, while improving the company's construction, we will contact Yongzhou's business website with some advertising decoration companies and relatively concentrated advertising decoration facades of target customers, and strive to establish business cooperation relations with them.

(V) Market development strategy

Early stage of starting a business (first year)

1. Our initial development model can be considered as-

Scheme (1): Contact some advertising decoration companies in XX District to seek to establish an advertising consortium. This is because they all have the characteristics of small scale and isolated development. Some companies have media agency advantages, some have customer resources, and some have regional advantages. Through capital operation, horizontal alliance is implemented, resources are integrated, advantages are complementary, costs are reduced, and risks are taken. Grouping is the inevitable choice for the further development of advertising industry in China. Form a powerful advertising regional group through various means. Reduce operating costs through large-scale operation and complementary advantages. This will help to get rid of the repetitive and wandering state of individual development of small companies, thus improving the overall service level. This is also of great help to the initial development of our company.

Scheme (2): If the alliance is unsuccessful, we can only stand around XX College in the early stage and seize all kinds of advertising business nearby. We mainly design and make advertising signs, supplemented by some public relations planning activities with certain scale and influence, and eat up all the scattered businesses that large advertising companies have no time to take care of, and become famous step by step. Expand long-term business in development. Cherish the relationship with customers, establish a good customer relationship, and let today's advertisers become voluntary propagandists of tomorrow's XX advertising company. You can also try to invite customers to participate in the stock market and develop together.

2. Contact the owners of shops and facades and introduce XX advertising company to them.

3. Lobbying the college community, and taking XX advertising company as the advertising agency of the community.

4. Look for suppliers of advertising production consumables to ensure the service and quality of purchase channels.

5. Establish a friendship link with Yongzhou business website and introduce XX advertising company online.

6. Open telephone business consultation, establish company website and provide online consultation service.

Entrepreneurial development stage (second and third years)

Xx advertising company has accumulated considerable experience in the standardized operation in the early stage of development, and has a certain popularity in Yongzhou market, which has been recognized by more and more customers. At the same time, the technical level of the company's personnel and production equipment has reached a higher level with the development, so the goal of this stage is to further establish the brand image of XX advertising company in XX College, further promote the market, and develop our advertising business target to large and medium-sized enterprises.

1. Donated outdoor advertisements worth tens of thousands of yuan in the main streets of Shan Zhi District, Yongzhou City, and some billboards were used to convey public welfare information. Invisible, billboards are no longer regarded as "road pollution", but contribute to society. The other part can be used for advertising rental to obtain income.

2. Initially establish a stable customer base. Being able to put advertisements in the mainstream media of Yongzhou, its influence began to cover the whole Shan Zhi District of Yongzhou.

3. Promote XX advertising company to all parts of Yongzhou, and the company's profit will tend to be stable.

Chapter IV Company Operation

(1) Company's business

The initial business content can be roughly divided into:

1. Market service: market research. Customer service.

2. Design and production: advertising graphic design. Shop sign making. Advertising inkjet. Product packaging design. Performance production.

3. Enterprise consultation: provide advertising planning for customers. Public relations activity planning.

4. Advertising photography: product photography. Industrial photography. Scientific photography. Location shooting, etc.

5. Customers rent: large-scale launch balloons, inflatable arches, cartoons and other promotional tools for celebration activities.

After the expiration of the business also includes:

1. Develop digital advertising business and Internet advertising. In 2004, the number of Internet users in China will exceed 1 100 million, which indicates that the Internet based on new technologies, as a new mainstream media, has entered the economy and life of ordinary people in China, and will continue to grow at an unpredictable speed with broad prospects.

2. Vigorously promote and develop outdoor advertising. Introduce high-tech advertising production projects.

3. Wedding planning: wedding planning, creating a wedding atmosphere.

(2) Business strategy

1. Management of the company. Maintaining operating efficiency is the main management topic of the company. Managers need to devote themselves to improving management, integrating business systems and emphasizing comprehensive performance in order to improve operational efficiency.

2. Strengthening the corporate image, enhancing the visibility, attracting customers, and enhancing the market competitiveness with the help of the image are the basic directions of the strategy, so that consumers can have a sense of identity with convenience stores and improve their satisfaction.

3. Create regional advantages. Its main strategy is to expand its relative scale in the region through regional operation, gain a higher competitive position in the region, seek living space, lay a profit foundation, and then seek to expand its business scope.

4. Be good at digging hidden profit growth points from investment equipment.

(3) Cost accounting

As the saying goes, "Never fight an unprepared battle". Doing all the preparatory work before investment can reduce the probability of unexpected situations in the later operation. Any problem in these three links will directly affect the development of the company. The investment is 9 1000 yuan. After competitive selection, the company personnel are determined as 10- 12. Site area: more than 50 square meters.

Commercial barriers

1. Insufficient funds lead to the backward infrastructure of the company.

As a new advertising company, it is very difficult to make a profit because it is in the initial stage of capital investment and market development.

3. The overall strength of the company team needs to be further improved.

4. The popularity is not high.

(5) Operating resources

As the saying goes, "Never fight an unprepared battle". Doing all the preparatory work before investment can reduce the probability of unexpected situations in the later operation. Any problem in these three links will directly affect the development of the company. The initial investment we need is 96,5438+0,000 yuan. After competitive selection, the number of personnel is determined as 12- 13. Site area: about 50 square meters.

Chapter V Company Management

(1) organizational structure

Because the advertising company belongs to the intellectual industry whose knowledge is more important than capital, its establishment and development need to reasonably mobilize the superior resources of the whole college.

Management Department-×××× College: responsible for the company's internal management, schedule deployment and company development planning.

Technology Department-News Communication Department, Art Department: responsible for advertising graphic design, shop signboard production, advertising inkjet printing, product packaging.

Design, presentation and production.

Marketing Department-Chinese Language, Literature and News Communication Department: responsible for the company's external advertising and image planning. Improve the company's visibility in society. Market research, analysis and research.

Information Department-Ministry of Economy, Trade and Management, Ministry of Computer and Information Science: responsible for contacting information sources outside the market and obtaining advertising business information needed by XX Company. And sign an agreement with it to form a relatively stable company resource. Establish the company's website to lay the foundation for the company's online business consulting service and remote communication.

Finance Department-Economic and Trade Management Department: responsible for the company's financial expenditure and income business, and responsible for planning and establishing a sound financial system.

Training department-partnership advertising company: responsible for the technical and business training of the company's internal personnel.

Xishan Photography Association of XXX College of Photography Department: responsible for the company's external advertising photography business.

Human resources department -XXX college: responsible for improving the personnel system of XXX advertising company. Train employees within the company.

human resources

Xxxx College is a provincial full-time undergraduate college, and its disciplines are literature, law, science, engineering, history, economics, management and education. There are 0/6 full-time undergraduate majors/kloc-and 28 full-time specialist majors, which have been enrolled in 25 provinces (autonomous regions). There are 6,225 full-time students and more than 5,000 adult students, with sufficient human resources. The company selects the best students to ensure the quality of human resources.

(3) Risk analysis

1. External risks

-Limited financial resources

It takes a lot of money to set up a company, and it also needs money to maintain its operation. Once the capital resources are insufficient and cannot be put in place as scheduled, the company will not be able to operate and build. Therefore, we must be vigilant in fund management.

-The price of some major equipment is uncertain.

This includes the uncertainty of the source and price of second-hand equipment and the uncertainty of the distribution network of raw materials.

2. Market risk

-Great changes in the market.

The result of fierce competition is a high degree of market segmentation, and personalized consumption is replacing mass consumption as the mainstream of the market. Facing the highly differentiated market, advertising is becoming more and more difficult for the advertising industry, while for enterprises, the role of advertising in the communication between enterprises and consumers has decreased. With the continuous emergence of new technologies, the mode and design of advertising are also changing with each passing day. The most basic billboard substrate is also ever-changing.

-Uncertainty in the market

At the beginning, the target customers may still have obstacles of trust and habit, so it is still difficult for the target customers to accept and entrust XX advertising company to serve them in a short time.

-Seeking the uncertainty of cooperation with other large and medium-sized advertising companies.

It is difficult for other large and medium-sized advertising companies in Hunan to accept our partnership plan and provide technical, management and financial support for our advertising companies.

3. Rationality and realizability

The advertising industry was selected as an entrepreneurial project. First of all, because XXX College has strong human resources and technical advantages, it provides a strong backing for the company, which other advertising companies in Yongzhou do not have. Secondly, the advertising industry is an enterprise with very high social benefits and economic returns, while the development of advertising industry in Yongzhou is not standardized and perfect, and the degree of competition is low.

Chapter VI Financial Analysis

(1) Source of funds

Source of funds: The total investment of the project is 9 1 1,000 yuan, of which 20,000 yuan is raised by itself, and 30,000-40,000 yuan is sought from XXX College. It is planned to raise about 30,000 yuan, and the construction period will be one month.

Form: (1) short-term financing, with principal plus dividends within the specified period.

(2) Joint venture, cooperation and shareholding system.

(2) Plan and return

1. The internal rate of return is 40% and the payback period is 2 years.

2. The financing is provided by XXX College (or in the name of the company). The investor does not participate in the construction, management and operation of the company, and the financier guarantees the investor's fixed rate of return, with fixed assets as the guarantee. Return on investment:

Settle according to the loan interest rate of domestic commercial banks rising by 20% in the same period, and repay the principal and interest within two years. (excluding compound interest) Repay 50% of the principal and interest every year, once a year.

(3) Investment risk

Investors' investment risk is small, and they are guaranteed as follows: (-) After the infrastructure is complete, the company will attract a large number of business projects, which is the main way for investors to return. (2) The company's low-cost and high-yield operation mode will bring rich benefits to the financing force and is a reliable source to ensure the repayment of principal and interest. (3) XXX College is eternal, with financial guarantee, high credit and no risk. (4) The financing amount is small, about 30,000 yuan, and the debt repayment funds are guaranteed.

Intermediary personnel are given a certain handling fee by the financing party, and the standard is negotiable.

(4) Planned cost

Fixed investment (unit: yuan)

Company lease fee

10000 (one year)

Used advertising inkjet printer

Thirty thousand

engraving machine

6000

Scanners, printers, copiers

3000

3 computers

10000

Activities celebration advertisement decoration supplies

10000

Company decoration expenses

5000

Advertising fee for external publicity

2000

per diem expenses

10000

other

5000

total

9 1000

Monthly Expenditure: (Unit: Yuan)

Salary (based on the operating income of the current month)

1000——3000

Electricity and telephone bills

500

taxation

500

Equipment maintenance and repair costs

200

Trading fund

300

Staff training expenses

300

total

2800——5800

(5) Company income

Income will come from (initial)

1. Advertising inkjet revenue

cost analysis

Unit price of base material: ① lamp box cloth

2.8 ~ 4 yuan/m2

② Self-adhesive (body sticker)

4 ~ 7 yuan/m2

Ink cost-unit price: 0.06 ~ 0.08 yuan/ml

Ink consumption:12ml/m2

0.72 ~ 0.96 Yuan/m2

+Nozzle loss

0.5 ~ 0.8 yuan/m2

Total:

4.02 ~ 5.76 Yuan/m2

X is missing (blank, misoperation, etc.). ) calculated at 20%.

( 1 + 20%)

Total:

4.824 ~ 6.9 12 yuan/m2.

At present, the inkjet printing price of lamp box cloth in XX market is generally 15 yuan/m2 (peer price. The price of body patch is higher, above 20 yuan /m2). If the painting cost is deducted from this price by 4.824 ~ 6.9 12 yuan /m2, the gross profit can be 5.088 ~ 10. 176 yuan /m2 (the compromise is calculated at 7.632 yuan /m2). If the second-hand inkjet printer we buy is calculated according to the working business of 20 days per month, and considering the market capacity and market competition, we can make a discount here. The business volume is 500 square meters per month. If the following calculation is made (large advertising companies spray about 3,000 square meters per month, and small companies spray about 1000 square meters), the profit will be-

500×7.632 =38 16 yuan/month.

2. Rental advertising celebration gas model products

Rental includes rainbow arch, physical model airplane, mascot (cartoon) model airplane, electronic welcome salute and other advertising celebration products.

Costs and benefits:

Lease project

Cost expense

Rent expense

Electronic welcome salute

A salute 120 yuan, shell cost 5- 10 yuan.

20-30 yuan/Gun

Rainbow arch

300-700 yuan

150-300 yuan/day

Other gas models

300 yuan

100-200 yuan/day

Suppose a celebration needs 8-20 salutes,/kloc-0 rainbow arches and 2-3 airplane models, the minimum rental fee can be 5 1 0 yuan, and the maximum rental fee can be 1500 yuan, so the cost can be recovered after two or three events. If you can rent it for a month.

3 signs, light boxes, street signs advertising design and production costs

Generally, more than 500 outdoor advertising light boxes are added every year in county-level cities, more than 2,000 in prefecture-level cities and more than 0/10,000 in provincial capital cities. If only one outdoor advertising light box is added every year, the annual sales of each county (city) will be 1 10,000 yuan.

project

Design and production costs

supply price

Small signboard

100 width X60 height 378 yuan

Above 400 yuan

Image poster

100 width X 180 height (high gloss photographic paper) 1 17 yuan.

1above 30 yuan

Image light box poster

100 width X 180 height (light box film) 144 yuan

1above 60 yuan

Double-sided display stand

50 long X50 wide X 180 high 300.00 yuan

Above 350 yuan

3 d art image dengxiang advertisement

1 m2 is about 400- 1200 yuan.

1300-3200 yuan

4. Provide typing, copying, image scanning and other services.

Providing such services to students in colleges can earn more than 3,000 yuan a month.

5. Art of binding and design

type

project

cite

comment

Advertising illustration category

Outdoor media advertising

50 yuan/hour

The specification of the electronic document of this quotation is: below 30mm, in A4 format, 300dpi, and every increase of 10M will be charged 100 yuan.

parcel

Poster; playbill

magazine advertising

50 yuan/hour

The specification of the electronic document of this quotation is: 30m or less, A4 format, 300dpi, and 200 yuan will be increased for every increase of 10mm.

transportation advertisement

Proof of purchase (proof of purchase)

40 yuan/hour

company introduction

Indoor advertisement

Publication illustration

wall calendar

50 yuan/hour

● The above quotation is the production fee, excluding the creative fee, which shall be calculated separately ● The copyright of all works belongs to XX advertising company, including the right to publish, the right to sign, the right to modify, the right to protect the integrity of works, the right to use and the right to receive remuneration. The specific charging standard will be negotiated separately according to the customer's requirements ● The above quotation does not include tax, and the final payment amount of illustration fee shall be subject to a 6% business tax on the basis of the above quotation.

desk calendar

Decorative painting

Book cover

6. Internet advertising

(1) banner advertisement:

A banner advertisement is a picture showing the content of a merchant's advertisement, which is placed on the main page of the advertiser. It is the most basic advertising form in Internet advertising. Generally, image files in GIF format are used, and static graphics or multi-frame images can be spliced into animated images. Design fee: 500 yuan/Taiwan (from)

(2) buttons (button advertisements are also called logo advertisements):

Generally, the logo of an enterprise can be directly linked to relevant pages according to the needs of customers, which is suitable for enterprises with certain popularity to publicize on the Internet. Design fee: 200 yuan/Taiwan (from)

(3) Floating icons (mobile phone icons, floating advertisements):

The floating trajectory can be designed according to the requirements of advertisers and the characteristics of the web page itself. Advertising forms are diverse and flexible, and can be designed according to product pictures or enterprise logos. With high exposure, it is the most popular advertising product for users at present. Design fee: 300 yuan/Taiwan (from)

(4) Open the window (pop-up advertisement):

The mainstream of online advertising, that is, the advertising page that pops up when the page is opened, can be linked to related pages to publish more content without clicking. Design fee: 800 yuan/Taiwan (from)

Complete other business (including market research, etc.) entrustment. )

Advertising agency fee income of newspapers and magazines

(6) Financial statements

profit statement

Prepared by: XX Advertising Company in 2004. -Unit in 2008: 10,000 yuan (losses are filled with "-").

Project \ Year

First year

Second year

Third year

Fourth year

total up to

(1) Income from main business

16.92

20.8

28.4

35.2

10 1.32

Less: Business costs

12.06

13.7

18. 14

20.2

64. 1

Business tax 6%

1

1.22

1.6

2

4.82

(2) Profit from main business

3.86

5.88

8.66

13

32.4

Plus: other business profits

2.8

3.36

four

six

16. 16

Less: Operating expenses

three

three

three

four

13

Management cost

0.5

0.5

0.8

1

2.8

(3) Total profit

3. 16

5.74

8.86

14

3 1.74

Less: income tax 33%

1.04

1.8

2.9

4.6

10.34

(4) Net profit

2. 12

3.94

5.96

9.4

2 1.42

Chapter VII Entrepreneurial Team

(A) Introduction to the entrepreneurial team

The project sponsor and others have in-depth research on advertising planning and advertising media, and the relevant team members have experimental operation practice and insist on in-depth business.

(b) Description of business plan

The business plan of this company roughly describes the business philosophy of entrepreneurs. In the future, all our decisions will be inspired by the top. We are preparing for the company in the early stage, and we will make technical and management reserves.

What I want to present to you is a complete and clear business plan. Due to my limited personal level, omissions are inevitable. I sincerely hope to correct me.