1. SUMMARY OF THE PROJECT
The goal of the project is the opening of a studio engaged in the creation of static infographics and custom-made video infographics. In this business plan, calculations have been made to start a business from scratch. Start-up capital will comprise funds available at the location of the initiator in the amount of 118 thousand rubles.
The target audience of the project is representatives of small and medium-sized businesses who are interested in the visual presentation of information to increase sales of their product. Among the main advantages of the project are work in an affordable price segment, customer focus, a high degree of efficiency.
The expected average monthly turnover of the project during 1 year of operation is 1.59 million rubles, net profit - 884.28 thousand rubles. Profitability - 55%. The payback period will be 2 months.
Table 1. Integrated performance indicators
Discount rate (r-year), %
20
Discount rate (r-month), %
1, 531
Payback period (PP), months
2
Discount payback period (DPP), months
2
Net present value (NPV), rub.
263, 768
Return on Investment (ARR), %
102.79
Internal rate of return (IRR), %
56.52
Profitability Index (PI)
2.24
2. DESCRIPTION OF THE INDUSTRY AND COMPANY
People thought about the graphic presentation of information in the 18-19th century. At first, infographics appeared in science, essentially representing one of the methods of scientific analysis, after which this tool began to be used for entertainment and marketing. After such a split, it has become difficult to say exactly what infographics are. In the most general sense, infographics means a graphic way of presenting information, data and knowledge, which allows you to quickly and clearly present complex information. In a narrower sense, which in public opinion implies the same explanatory and entertaining component, it has become possible to speak from the end of the 80s. The format of the mass phenomenon and trend, such infographics received in the past few years.
The popularity of infographics is due to the rapid increase in the number of visual information, which is becoming increasingly difficult for modern people to perceive in large volumes. Marketers could not help but pay attention that any even the simplest text began to annoy people - one wants to delve into it less and less. Infographics has become a quick and convenient way to clearly explain complex things. It is quickly absorbed, well remembered, it is convenient to replicate through social networks, in addition, it increases respect and confidence in the brand.
Our company will develop various types of video infographics and static custom infographics, focusing on small and medium-sized businesses as a target audience (b2b). These will be companies interested in the visual presentation of information that requires orderliness and accessibility, as well as all business representatives looking for new effective ways to increase sales of their products.
Starting capital for the opening of the studio will be 118 thousand rubles. At the initial stage, real estate investments will not be required - the main business processes will be carried out from their own home, and employees will work remotely. In Tab. 2 sets out investment costs.
Table 2. Investment costs of the project
No.
NAME
AMOUNT, rub.
Equipment
one
PC purchase
45000
Intangible assets
2
Annual software package subscription
18000
3
Advertising
15, 000
four
Registration and registration
5000
five
Landing
5000
Current assets
five
Current assets
30000
Total:
118, 000
3. DESCRIPTION OF GOODS AND SERVICES
The studio’s products will be short selling commercials with classic graphics - or more complex ones - with animation elements. Payment for services will be charged at a prepayment of 50% and payment of half the amount after order completion. For more information about services and prices, see Table. 3 business plans.
Table 3. Studio services
No. | PRODUCT | Description | UNIT COST, thousand rubles |
one | Classic video | Classic video clip. The price includes: idea generation, script, voice acting, rendering, soundtrack. | 20 / minute |
2 | Animated Movie | Video clip with elements of animation. The price includes: idea generation, script, voice acting, rendering, soundtrack, animation. | 35 / minute |
3 | Static Infographic | Static Infographic | From 1, 5 / page |
4. SALES AND MARKETING
The company's competitors can be divided into several categories. The first is made up of industry leaders creating infographics and selling videos for major federal brands. As a rule, they work on large orders, have impressive turnovers, full-time staff and a wide range of services, creating a large number of advertisements. Thanks to the budget for order fulfillment, they can spend a month or more, paying attention to every aspect. The second part is companies of various profiles and all kinds of design studios designed for small and medium-sized businesses, designed for a narrower wallet and a less picky client. They typically collaborate with designers remotely. The third category consists of single freelancers themselves, who specialize in infographics, have profiles with a portfolio on freelance sites, etc.
Our studio will work mainly in the b2b sector. The target audience will include medium and small businesses interested in providing sophisticated information in an accessible way, for example, those working in real estate and financial organizations, as well as all business representatives who want to stand out among competitors and are looking for effective ways to increase sales. Key benefits of our studio will be:
work in an affordable price segment;
timely execution of orders;
professional design;
orientation to the target audience of the customer;
using your own scripts;
rejection of templates, cliparts;
constant communication with the customer, taking into account all wishes.
The channels for reaching the target audience will be: own connections and acquaintances, website (landing page), social networks, b2b events, cold calls. To create a positive image of yourself, it is planned to use a portfolio with examples of previously completed work and reviews by posting them on your own site.
5. PRODUCTION PLAN
The service delivery process involves the following main steps:
Discussion of order details with a customer. Communication with the client, statement of the problem and discussion of project details. Clarification of information (data and ideas) that must be transmitted in the order.
Receiving an advance payment from a client.
Receiving auxiliary materials (text, photo, logo, etc.).
Writing a script, creating, sketching or layout. Writing a script for a video by a copywriter, or creating a layout by a designer.
Making adjustments by the customer. Consideration of wishes for the presentation of material, color solutions.
Product manufacturing. The main stage. In the case of a video, it includes rendering, creating animations, selecting sound, and voice acting.
Customer approval of the order. Making the latest adjustments.
Receiving from the customer the remaining order amount.
At the initial stage of your own office space to open a studio is not required. To start, it will be necessary to purchase computer equipment in the amount of 45 thousand rubles, and also to buy an annual subscription to software (18 thousand rubles).
The sales plan (see Table 4 of the business plan) of the studio is designed for three years, taking into account the increase in orders due to the recognition of the studio, an increase in the number of potential customers. In the calculations, the average price of a video was 25 thousand rubles per minute, for static graphics - 3 thousand rubles per page.
Term | 1-6 months | 7-12 months | 13-24 months | 25-36 months | ||||
Indicator | Number of services | Revenues per month, thousand rubles | Number of services | Revenues per month, thousand rubles | Number of services | Revenues per month, thousand rubles | Number of services | Revenues per month, thousand rubles |
Video clip | 3 min | 75, 000 | 5 minutes | 125000 | 7 min | 175, 000 | 8 min | 200, 000 |
Static graphics | 10 pp | 30000 | 15 pp | 45000 | 20 pp | 60, 000 | 25 pp | 75, 000 |
Total: | 105000 | 160, 000 | 235, 000 | 275000 | ||||
6. ORGANIZATIONAL PLAN
The main responsibilities for doing business at the initial stage will be assigned to the individual entrepreneur with more than 5 years of experience as a designer. They will include work on search and customer relations and direct production of the final product. The team will need to find two people as assistants who have knowledge of design programs such as Photoshop and Illustrator, motion design. They will work remotely without enrolling in the state. It will also require the involvement of some other specialists, attracted as needed, for example, announcers, sound engineers, screenwriters.
7. FINANCIAL PLAN
Starting capital for the opening of the studio will be 118 thousand rubles. Cost items are presented in Table. 2. Current expenses, in addition to remuneration of employees, will include advertising (5 thousand rubles), communication and Internet costs (1.5 thousand rubles), website hosting (0.3). Subscription to software (package for 20 programs) will be carried out once a year. Financial calculations for a three-year work period are given in Appendix 1.
8. EVALUATION OF EFFICIENCY
The effectiveness of the project is confirmed by the simple and integrated performance indicators (see Table 1). The expected average monthly turnover of the project during 1 year of operation is 1.59 million rubles, net profit - 884.28 thousand rubles. Profitability - 55%. Starting investments are planned to be recouped by the 2nd month of work. The attractiveness of the project for investment is also indicated by the indicators of net present value (NPV is positive and exceeds the amount of initial investments), internal rate of return (IRR above the discount rate) and profitability index (PI greater than 1).
9. RISKS AND WARRANTIES
Possible project risks are given in Table. 5 business plans.
Table 5. Possible risks and ways to prevent them or their consequences
Risk factor | Probability of occurrence | Severity of consequences | activity |
Selection of unskilled personnel | average | high | Portfolio-based selection of candidates, interviewing |
Failure of customer terms | low | low | The presence of a temporary reserve for the performance of work, a competent assessment of the timing of the work, responsible staff |
Equipment failure | low | high | Purchase of a PC with a guarantee, the use of anti-virus programs, backup |
Failure to achieve a sales plan | low | high | Search for new advertising channels and marketing tools |
10. Applications
ANNEX 1
Key financial indicators over a three-year period
Mikhail Semynin
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