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How to Start a Communications Agency

How to start a communications agency

  • September 21, 2013

A communications agency is involved in a variety of issues, including helping companies communicate effectively for improved business operations. A communication agency will, thus, engage in issues such as logo designing, branding and brand communication . Here are steps on how to start a communications agency.

1. Carry Out a Market Research

A research will help you identify and understand your competitors, the available opportunities, and other market forces. You will be able to select the best market niche and the type of communication agency after carrying out a market research. Market research helps you identify the real demand of the business and what clients are looking for. A market research also helps you identify the best strategy you need to adopt to beat your competitors and establish your business. An elaborate market research helps you to identify different communication strategies needed by different companies in your niche, at different situations. These may also vary depending on the type of business and the research should help you identify the best type of businesses to deal with depending on your professionalism and experience.

2. Write a Business Plan

A business plan helps you to see what your objectives are and how to accomplish them. It will help you understand what number of employees you need, the office space and the amount of start up capital. You may also have to specify the type of clients you will be dealing with, for instance, depending on the type of business they do. A business plan, together with a market research helps you identify legal obligations that need to be met while starting and carrying out the business. A business plan helps you to have financial and other forecasts, in order to ensure that it has a good basis for future stability and growth.

3. Source Out for Funds

You may need to source for funds from different sources in order to ensure that you have enough. This amount of capital depends on the plans and resources outlined in the business plan. The office equipment and premises are organized after getting funds. You may need to decide how capital is raised and how profits will be shared if it is a partnership business, and how duties will be shared. Such issues are settled in an elaborate business plan.

4. Reach Out for Clients

After setting out an office, you can start advertising your business by reaching out to prospective clients. You may need to use modern methods of advertising such as the internet. With good market research, you should identify the best advertising options suitable for your targeted clients and what competitors are using. It is also necessary to look out for other methods that may yield results in the future, for instance use of email advertisement and Yellow Pages.

5. Strengthen Your Business

Building a communications agency is not a one-time effort but a continuous process that requires strategic planning, adaptability, and a proactive approach. To ensure the long-term success and growth of your communications agency, consider the following steps:

  • Stay Agile and Adaptive: As the business landscape evolves, it’s crucial to stay agile and adaptive. Keep abreast of industry trends, technological advancements, and changes in consumer behavior. Embrace flexibility in your communication strategies and be prepared to pivot when necessary.
  • Invest in Professional Development: To maintain a competitive edge, invest in the ongoing professional development of yourself and your team. Attend industry conferences, workshops, and training sessions to stay updated on the latest communication tools, techniques, and best practices. Continuous learning ensures that your agency remains at the forefront of innovation.
  • Cultivate Client Relationships: Building strong and lasting relationships with clients is fundamental to the success of a communications agency. Regularly engage with clients to understand their evolving needs, challenges, and goals. Implement feedback mechanisms to assess client satisfaction and make adjustments accordingly. Satisfied clients are more likely to become long-term partners and advocates for your agency.
  • Embrace Technological Integration: Leverage technology to enhance the efficiency and effectiveness of your communication services. Explore innovative tools and platforms that can streamline processes, improve collaboration, and provide data-driven insights. Stay informed about emerging technologies in the communication industry and evaluate their relevance to your agency’s operations.
  • Implement a Robust Marketing Strategy: Keep your agency visible and relevant in the market by implementing a robust marketing strategy. Utilize a mix of traditional and digital marketing channels to reach your target audience. Showcase successful case studies, client testimonials, and the unique value propositions that set your agency apart. Consistent and strategic marketing efforts will contribute to brand visibility and attract new clients.

6. Monitor and Analyze Performance Metrics

Implement a system for monitoring key performance indicators (KPIs) relevant to your communication agency. Track metrics such as client retention rates, campaign success, and employee productivity. Regularly analyze this data to identify areas for improvement and optimization.

7. Foster a Creative and Collaborative Culture

Cultivate a work environment that encourages creativity, collaboration, and innovation. Foster a culture where team members feel empowered to contribute ideas, share insights, and collaborate on projects. A creative and collaborative culture can lead to innovative solutions and a more dynamic agency.

8. Expand Service Offerings Based on Market Trends

Stay attuned to market trends and evolving client needs. Consider expanding your service offerings to align with emerging trends in communication, such as immersive technologies, interactive content, or sustainability-focused campaigns. Diversifying your services can open new revenue streams and attract a broader client base.

In the ever-evolving landscape of communication, establishing a successful agency is just the beginning of a dynamic journey. The outlined steps provide a strategic foundation for launching a communications agency, emphasizing the importance of thorough market research, meticulous business planning, financial foresight, client outreach, and continuous business strengthening.

The fifth step, “Strengthen Your Business,” encapsulates the essence of enduring success. However, it is not a static achievement but a continuous, adaptive process. As the industry advances, so must the agency. Staying agile, investing in professional development, cultivating client relationships, embracing technology, and implementing robust marketing strategies are crucial components of this ongoing journey.

Moreover, monitoring performance metrics, fostering a creative and collaborative culture, and expanding service offerings align the agency with industry trends and client expectations. These additional steps contribute to the agency’s resilience, ensuring it not only survives but thrives in the competitive communication landscape.

In conclusion, the path to success in the communication industry demands more than just a blueprint; it requires a commitment to growth, innovation, and client satisfaction. By integrating these principles into the fabric of your agency, you not only launch a business but embark on a sustainable journey toward becoming a dynamic and influential force in the world of communication. May your agency continuously adapt, innovate, and exceed expectations, solidifying its position as a leader in the ever-evolving realm of communication.

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How to open a communication agency?

open a communication agency

Are you keen to open a communication agency but don't know where to begin? Then you're in luck because this guide will lead you through all the steps required to check if your business idea can be profitable and, if so, turn it into a reality. 

Our guide is for prospective entrepreneurs who are thinking about starting a communication agency no matter how far they are in their journey - whether you’re just thinking about it or in the middle of market research this guide will be useful to you.

Think of this as your blueprint: we cover everything you need to know about opening a communication agency and what key decisions you’ll need to make along the way.

Ready? Let’s get started!

In this guide:

  • Understanding how a communication agency works
  • Assembling your communication agency's founding team

Conducting market research for a communication agency

Choosing the right concept and positioning for your communication agency.

  • Deciding where to base your communication agency
  • Choosing your communication agency's legal form

Calculating the budget to open a communication agency

  • Creating a sales & marketing plan for your communication agency

Building your communication agency's financial forecast

  • Finding a name and registering your communication agency
  • Deciding upon the corporate identity of your communication agency

Understanding the legal and regulatory steps involved in opening a communication agency

  • Writing a business plan for your communication agency
  • Financing the launch of your communication agency
  • Launching your communication agency and monitoring progress against your forecast

Key takeaways

What is the business model of a communication agency.

Before thinking about starting a communication agency, you'll need to have a solid understanding of its business model (how it generates profits) and how the business operates on a daily basis.

Doing so will help you decide whether or not this is the right business idea for you, given your skillset, personal savings, and lifestyle choices.

Looking at the business model in detail will also enable you to form an initial view of the potential for growth and profitability, and to check that it matches your level of ambition.

The easiest ways to acquire insights into how a communication agency works are to:

Speak with communication agency owners

Undertake work experience with a successful communication agency, participate in a training course.

Talking to seasoned entrepreneurs who have also set up a communication agency will enable you to gain practical advice based on their experience and hindsight.

Learning from others' mistakes not only saves you time and money, but also enhances the likelihood of your venture becoming a financial success.

Gaining hands-on experience in a communication agency provides insights into the day-to-day operations, and challenges specific to the activity.

This firsthand knowledge is crucial for effective planning and management if you decide to start your own communication agency.

You'll also realise if the working hours suit your lifestyle. For many entrepreneurs, this can be a "make or break" situation, especially if they have children to look after.

First-hand experience will not only ensure that this is the right business opportunity for you, but will also enable you to meet valuable contacts and gain a better understanding of customer expectations and key success factors which will likely prove advantageous when launching your own communication agency.

Undertaking training within your chosen industry is another way to get a feel for how a communication agency works before deciding to pursue a new venture.

Whichever approach you go for to gain insights before starting your communication agency, make sure you familiarise yourself with:

  • The expertise needed to run the business successfully (do you have the skills required?)
  • How a week of running a communication agency might look like (does this fit with your personal situation?)
  • The potential turnover of your communication agency and long-term growth prospects (does this match your ambition?)
  • The likely course of action if you decide to sell the company or retire (it's never too early to consider your exit)

At the end of this stage, you should be able to decide whether opening a communication agency is the right business idea for you given your current personal situation (skills, desires, money, family, etc.).

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Think your business idea could be profitable? Find out how with a business plan

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Assemble your communication agency's founding team

The next step to start your communication agency is to think about the ideal founding team, or to go in alone (which is always an option).

Setting up a business with several partners is a way of reducing the (high) risk of launching a communication agency since it allows the financial risk of the project to be shared between the co-founders.

This also allows the company to benefit from a greater diversity of profiles in the management team and to spread the burden of decision-making over several shoulders.

But, running a business with multiple co-founders brings its own challenges. Disagreements between co-founders are quite common, and these can pose risks to the business. That's why it's crucial to consider all aspects before starting your business.

To make an informed decision, we suggest asking yourself these questions:

How many co-founders would increase the project's chances of success?

Do you and your potential partners share the same aspirations for the project, what is your plan b in case of failure.

Let's examine each of these questions in detail.

The answer to this question will depend on a number of factors, including:

  • Your savings compared with the amount of initial capital needed to launch the communication agency
  • The skills you have compared with those needed to make a success of such a project
  • How you want key decisions to be taken in the business (an odd number of partners or a majority partner is generally recommended to avoid deadlock)

Put simply, your partners contribute money and/or skills, and increasing the number of partners is often a good idea when one of these resources is in short supply.

One of the key questions when selecting your potential partners will be their expectations. Do you want to create a small or large business? What are your ambitions for the next 10 or 15 years?

It's better to agree from the outset on what you want to create to avoid disagreements, and to check that you stay on the same wavelength as the project progresses to avoid frustration.

Of course, we wish you every success, but it's wise to have a plan B when setting up a business.

How you handle the possibility of things not working out can depend a lot on the kind of relationship you have with your co-founders (like being a close friend, spouse, former colleague, etc.) and each person's individual situation.

Take, for instance, launching a business with your spouse. It may seem like a great plan, but if the business doesn't succeed, you could find yourself losing the entire household income at once, and that could be quite a nerve-wracking situation.

Similarly, starting a business partnership with a friend has its challenges. If the business doesn't work out or if tough decisions need to be made, it could strain the friendship.

It's essential to carefully evaluate your options before starting up to ensure you're well-prepared for any potential outcomes.

The next step in launching a communication agency is to carry out market research. Let's take a look at what this involves.

The objectives of market research

The objective here is very simple: to assess the level of demand for your business and whether there is an opportunity for it to thrive in your chosen location. 

The first step will be to check that the market is not saturated with competing offers and that there is room for a new player: your communication agency.

Your market analysis will also help you identify a concept and market positioning that has every chance of being successful in your target market, thereby helping increase your business's chances of success.

Carrying out market research for your communication agency will also enable you to better understand the expectations of your future customers and the most effective ways to communicate with them in your marketing plan.

Analyse key trends in the industry

Your market research should start with an industry analysis in order to gain a good understanding of the main players and current trends in your sector.

Once you've delved into the current state of the market, it will be time to assess what proportion of your target market can be seized by your communication agency. To do this, you will need to consider both the demand and supply side of the market.

Assess the demand

After checking out the industry, let's shift our focus to figuring out what your potential customers want and how they like to buy.

A classic mistake made by first-time entrepreneurs is to assess demand on the global or national market instead of concentrating on their target market. Only the market share that can be captured by your company in the short term matters. 

Your demand analysis should seek to find answers to the following questions:

  • Who are your target customers?
  • How many are there?
  • What are their expectations?
  • What are their buying habits?
  • How much budget do they have?
  • What are the different customer segments and their characteristics?
  • What are the main distribution channels and means of communication for reaching each segment?

The aim of the demand analysis is to identify the customer segments that could be targeted by your communication agency and what products and services you need to offer to meet their expectations.

Analyse the supply side

You will also have to familiarize yourself with the competing communication agencies on the market targeted by your future business.

Amongst other things, you’ll need to ask yourself:

  • Who are the main competitors?
  • How many competitors are already present?
  • Where are they located?
  • How many people do they employ?
  • What is their turnover?
  • How do they set their prices?
  • Are they small independent businesses or national players?
  • Do they seem to be in difficulty or are they flourishing? 
  • What is their market positioning?
  • What types of products and services do they offer?
  • What do customers seem to like about them?

The aim of the competitive analysis is to identify who your competitors will be and to gather information that will help you find a differentiating commercial positioning (more on that later in this guide).

Regulations

Conducting market research is also an opportunity to look at the regulations and conditions required to do business.

You should ask yourself the following questions:

  • Do you need to have a specific degree to open a communication agency?
  • Do you need specific licences or permits?
  • What are the main regulations applicable to your future business?

Given that your project is at an early stage, your focus should be to clear that there are no roadblocks from a regulatory standpoint before you deep dive into the planning process.

Once your project is more advanced, you will have the opportunity to talk about regulation more in-depth with your lawyer.

Concluding your market research

By the time your market research is completed, you should have either:

  • Pinpointed an untapped business opportunity
  • Or arrived at the realisation that the market is saturated, prompting the search for alternative business ideas or models.

If the conclusion is that there is an opportunity in the market to cater to one or more customer segments currently overlooked by competitors, that's great!

Conversely, if you come to the conclusion that the market is already saturated, don’t panic! The good news is that you won’t spend several years working hard on a project that has little chance of success. There is no shortage of business ideas either - at The Business Plan Shop, we have identified more than 1,300 potential business ideas!

Don't start from scratch!

With dozens of business plan templates available, get a clear idea of what a complete business plan looks like

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Once your market research is completed, it's time to consider the type of communication agency you want to open and define precisely your company's market positioning in order to capitalise on the opportunity you identified during your market research.

Market positioning refers to the place your product and service offering occupies in customers' minds and how they differ from competing products and services. Being perceived as the premium solution, for example.

There are four questions you need to consider: 

How will you compete with and differentiate yourself from competitors already on the market?

  • Can you join a franchise to reduce the risk?

Is it better to start or buy a communication agency already in operation?

How will you validate your concept and market positioning.

Let's look at each of these in a little more detail.

When you choose to start up a communication agency, you are at a disadvantage compared to your rivals who have an established presence on the market. 

Your competitors have a reputation, a loyal customer base and a solid team already in place, whereas you're starting from scratch...

Entering the market and taking market share from your competitors won't happen automatically, so it's important to carefully consider how you plan to establish your presence.

There are four questions to consider here: 

  • Can you avoid direct competition by targeting a customer segment that is currently poorly served by other players in the market?
  • Can you offer something unique or complementary to what is already available on the market?
  • How will you build a sustainable competitive advantage for your communication agency? 
  • Do you have the resources to compete with well-established competitors on your own, or would it be wiser to explore alternative options (more on that below)?

Also, think about how your competitors will react to your arrival on their market.

Are there franchises available for you to join?

Opening a new communication agency from the "ground up" is exciting because you'll enjoy more freedom and flexibility. However, you'll need to put in extra effort to establish a trustworthy brand and attract customers.

On the other hand, joining a franchise might limit your personal flexibility, but you'll be operating under an established brand name. This is likely to bring significant benefits in terms of operational processes, supplier relationships, recruitment, and more.

Of course, joining a franchise is not free: you will have to pay an entry fee and an annual royalty (generally as a percentage of sales).

And franchising opportunities vary from country to country and region to region, so there's no guarantee that you will be able to find a franchise to join.

Nevertheless, where possible, joining a franchise is generally a good way of reducing the risk associated with setting up a communication agency, and is well worth considering.

Another alternative to opening a new business is to take over a communication agency already trading. 

Purchasing an existing communication agency means you get a loyal customer base and an efficient team. It also avoids disrupting the equilibrium in the market by introducing a new player.

A takeover hugely reduces the risk of the business failing compared to starting a new business, whilst giving you the freedom to change the market positioning of the business taken over if you wish.

This makes buying an existing communication agency a solid alternative to opening your own or operating under a franchise.

However, here again, buying a business requires more capital compared to starting a communication agency from scratch, as you will need to purchase the business from its current owner.

Regardless of how you choose to establish your business, it's crucial to make sure that the way you position your company aligns with the expectations of your target market.

To achieve this, you'll have to meet with your potential customers to showcase your products or services and get their feedback.

Explore the ideal location to start your communication agency

The next stage in our guide on how to start a communication agency: choosing where to set up shop.

Setting up your business in the right location will have a direct impact on your chances of success, so it's a good idea to think things through before you launch.

To help you decide where to set up your business, we recommend considering the following factors:

  • Visibility and foot traffic - This is important for a communication agency as it allows for greater exposure and potential for new clients.
  • Parking space, road and public transport accessibility - This is important for employees and clients to easily access the agency's location.
  • Proximity to target customers - Being close to the target customers allows for easier communication and in-person meetings.
  • Competitor presence - It is important to consider the presence of other communication agencies in the area, as it can affect the market competition and potential client base.

These criteria will need to be refined according to the specific features of your project.

After weighing the factors mentioned earlier, it's crucial to focus on your startup's budget. Look for a location that suits your business needs while being affordable, especially in the short term.

One of the issues that will also come up is the long-term future of your location, particularly if you opt to rent your premises rather than buy. In this case, you will need to consider the conditions for renewing the lease (duration, rent increases, etc.).

Lease agreements vary widely from country to country, so make sure you check the terms applicable to your situation and have your lawyer review your lease before you sign.

Decide on a legal form for your communication agency

It's now time to think about the legal structure for your communication agency.

The legal form of a business simply means the legal structure it operates under. This structure outlines how the business is set up and defines its legal obligations and responsibilities.

What are the most common legal structures?

Naturally, the names and intricacies of business structures differ by country. However, they typically fit into two main categories:

Individual businesses

Individual businesses are usually a good fit for self-employed individuals and freelancers who want limited administrative work. These types of entrepreneurs are commonly referred to as sole traders or sole proprietorships.

As mentioned above, the main benefit of being a sole trader is that minimal paperwork is required to launch and operate the business. Tax calculations are also relatively simple and annual accounts are not always required (and when they are, usually don't need to be audited) which saves a bit of time and money on bookkeeping and accounting fees.

Decision-making is also easy as the final decision is fully dependent on the sole trader (even if employees are hired).

However, being a sole trader also has drawbacks. The main disadvantage is that there is no separation between the individual running day-to-day operations and the business.

This means that if the business were to file for bankruptcy or legal disputes were to arise, the individual would be liable for any debts and their personal assets subsequently at risk. In essence, sole traders have unlimited liability.

This also means that profits earned by the business are usually taxed under the personal income tax category of the sole trader.

Another drawback is that sole traders might find it harder to finance their business. Debt (bank loan for example) is likely to be the only source of external financing given that the business doesn't have a share capital (effectively preventing equity investors from investing in their business).

Companies are more flexible and more robust than individual businesses. They are suitable for projects of all sizes and can be formed by one or more individuals, working on their own or with employees.

Unlike individual businesses, companies are recognised as distinct entities that have their own legal personality. Usually, there is also a limited liability which means that founders and investors cannot lose more than the capital they have invested into the business.

This means that there is a clear legal separation between the company and its owners (co-founders and investors), which protects the latter's personal assets in the event of legal disputes or bankruptcy.

Entrepreneurs using companies also gain the advantage of being able to attract equity investment by selling shares in the business.

As you can see companies offer better protection and more financing options, but this comes at a trade-off in terms of red-tape and complexity.

From a taxation perspective, companies are usually liable for corporation tax on their profits, and the income received by the owners running the business is taxed separately (like normal employees).

Normally, companies also have to produce annual accounts, which might have to be audited, and hold general assemblies, among other formalities.

How should I choose my communication agency's legal setup?

Choosing the right legal setup is often simple once you figure out things like how many partners you'll have, if you hire employees, and how much money you expect to make.

Remember, a great business idea can work well no matter which legal structure you pick. Tax laws change often, so you shouldn't rely too much on getting specific tax benefits from a certain structure when getting started.

You could start by looking at the legal structures most commonly utilised by your competitors. As your idea evolves and you're ready to officially register your business, it's a good idea to confirm your choice using inputs from a lawyer and an accountant.

Can I switch my communication agency's legal structure if I get it wrong?

Yes, you have the flexibility to change your legal setup later, which might include selling the existing one and adopting a new structure in certain situations. Keep in mind, though, that this restructuring comes with additional expenses, so making the right choice from the start is usually more cost-effective.

The next step to opening a communication agency involves thinking about the equipment and staff needed to launch and run your business on a day-to-day basis.

Each project has its own characteristics, which means that it is not possible to estimate the budget for opening a communication agency without building a complete financial forecast.

So be careful when you see estimates circulating on the Internet. As with all figures, ask yourself these questions:

  • Is my project similar (location, concept, size, etc.)?
  • How recent is the information?
  • Is it from a trustworthy source?

Startup costs and investments to open a communication agency

For a communication agency, the initial working capital requirements and investments may include the following elements:

  • Computer equipment: This includes items such as desktop computers, laptops, printers, and scanners. These are essential tools for a communication agency to create and produce materials for clients.
  • Software licenses: Communication agencies rely heavily on various software for tasks such as graphic design, video editing, and project management. These licenses need to be renewed regularly to ensure the agency has access to the latest tools and updates.
  • Office furniture: As a communication agency, you'll need to create a professional and comfortable work environment for your employees. This may include desks, chairs, and other office furniture.
  • Photography and videography equipment: Visual content is a crucial aspect of communication and marketing. Investing in high-quality photography and videography equipment will allow you to produce stunning visuals for your clients.
  • Studio space: If your agency offers services such as podcasting, video production, or photography, you may need to invest in a dedicated studio space. This could include items such as lighting equipment, backdrops, and soundproofing materials.

Of course, you will need to adapt this list to your company's specific needs.

Staffing plan to operate a communication agency

To establish an accurate financial forecast for your communication agency, you will also need to assess your staffing requirements.

The extent to which you need to recruit will of course depend on your ambitions for the company's growth, but you might consider recruiting for the following positions:

Once again, this list is only indicative and will need to be adjusted according to the specifics of your communication agency.

Other operating expenses required to run a communication agency

You also need to consider operating expenses to run the business:

  • Staff costs: This includes salaries, benefits, and any bonuses for your employees. As a communication agency, your staff is your biggest asset and it's important to budget for their compensation.
  • Accountancy fees: You will need to hire an accountant or a bookkeeper to manage your agency's finances and ensure compliance with tax laws. This expense includes their fees for services rendered.
  • Insurance costs: It's important to have insurance coverage for your agency to protect against any potential risks or liabilities. This includes general liability insurance, professional liability insurance, and property insurance.
  • Software licences: As a communication agency, you will likely need to invest in various software programs to manage tasks such as project management, graphic design, and social media. These licences come at a cost and should be included in your operating expenses.
  • Banking fees: You will need a business bank account to manage your agency's finances. This will incur fees such as account maintenance fees, transaction fees, and wire transfer fees.
  • Marketing and advertising: In order to attract clients and promote your agency, you will need to invest in marketing and advertising efforts. This can include website development, social media advertising, and print materials.
  • Office rent: Your agency will need a physical space to operate from. This expense includes rent, utilities, and maintenance fees for your office space.
  • Travel expenses: As a communication agency, you may need to travel for client meetings, conferences, or networking events. This includes expenses such as airfare, accommodation, and meals.
  • Training and development: It's important to invest in the professional development of your staff to keep their skills and knowledge up to date. This expense includes fees for training courses, workshops, and conferences.
  • Office supplies: Your agency will need office supplies such as paper, ink, and stationery to operate efficiently. This expense also includes any necessary equipment such as computers, printers, and phones.
  • Subscriptions and memberships: As a communication agency, you may need to subscribe to industry publications or become a member of professional organizations. These fees should be included in your operating expenses.
  • Legal fees: It's important to have legal support for your agency to handle contracts, intellectual property rights, and any potential legal issues. This expense includes fees for attorneys and legal services.
  • Utilities: Your agency will need to pay for utilities such as electricity, water, and internet in order to operate. These expenses should be included in your operating budget.
  • Taxes: As a business owner, you will need to pay taxes on your agency's profits. This expense should be budgeted for in your operating expenses.
  • Maintenance and repairs: Your agency's equipment and office space will require maintenance and repairs from time to time. This expense includes costs for repairs, replacements, and routine maintenance.

This list will need to be adapted to the specifics of your communication agency but should be a good starting point for your budget.

How will I promote my communication agency's?

The next step to starting a communication agency is to think about strategies that will help you attract and retain clients.

Consider the following questions: 

  • How will you attract as many customers as possible?
  • How will you build customer loyalty?
  • Who will be responsible for advertising and promotion? What budget can be allocated to these activities?
  • How many sales and how much revenue can that generate?

Once again, the resources required will depend on your ambitions and the size of your company. But you could potentially action the initiatives below.

Your communication agency's sales plan will also be affected by variations in consumer demand, like changes in activity during peak holiday seasons, and the dynamics within your competitive environment.

The next step to opening a communication agency is to create your financial forecast.

What is a communication agency financial forecast?

A communication agency financial forecast is a forward-looking tool that projects the financial performance of your business over a specific period (usually 3 years for start-ups). 

A forecast looks at your business finances in detail - from income to operating costs and investments - to evaluate its expected profitability and future cash flows.

Building a financial forecast enables you to determine the precise amount of initial financing required to start your communication agency.

There are many promising business ideas but very few are actually viable and making a financial forecast is the only way to ensure that your project holds up economically and financially.

financial projection for a communication agency

Your financial forecast will also be part of your overall business plan (which we will detail in a later step), which is the document you will need to secure financing.

Financial forecasts are used to drive your communication agency and make key decisions, both in the pre and post-launch phases:

  • Should we go ahead with the business or scrap the idea?
  • Should we hire staff or use an external service provider?
  • Which development project offers the best growth prospects?

Creating a financial forecast for starting a communication agency is an iterative process as you will need to refine your numbers as your business idea matures. 

As your communication agency grows, your forecasts will become more accurate. You will also need to test different scenarios to ensure that your business model holds true even if economic conditions deteriorate (lower sales than expected, difficulties in recruiting, sudden cost increases or equipment failure problems, for example).

Once you’ve launched your business, it will also be important to regularly compare your accounting data to your financial projections in order to keep your forecast up-to-date and maintain visibility on future cash flows.

What does a financial projection look like?

The following financial tables will be used to present your communication agency's financial forecast.

The projected P&L statement

Your communication agency's forecasted P&L statement will enable you to visualise your communication agency's expected growth and profitability over the next three to five years.

example of projected income statement for starting a communication agency

The projected balance sheet of your communication agency

The projected balance sheet gives an overview of your communication agency's financial structure at the end of the financial year.

financial forecast to open a communication agency balance sheet example

The cash flow projection

A cash flow forecast for a communication agency shows the projected inflows and outflows of cash over a specific period, providing insights into liquidity and financial health.

cash flow projection example to launch a communication agency

Which solution should you use to make a financial projection for your communication agency?

Using an online financial forecasting tool , such as the one we offer at The Business Plan Shop, is the simplest and safest solution for forecasting your communication agency.

There are several advantages to using specialised software:

  • You can easily create your financial forecast by letting the software take care of the financial calculations for you without errors
  • You have access to complete financial forecast templates
  • You get a complete financial forecast ready to be sent to your bank or investors
  • The software helps you identify and correct any inconsistencies in your figures
  • You can create scenarios to stress-test your forecast's main assumptions to stress-test the robustness of your business model
  • After you start trading, you can easily track your actual financial performance against your financial forecast, and recalibrate your forecast to maintain visibility on your future cash flows
  • You have a friendly support team on standby to assist you when you are stuck

If you are interested in this type of solution, you can try our forecasting software for free by signing up here .

Choose a name and register your communication agency

The next phase in launching your communication agency involves selecting a name for your company.

This stage is trickier than it seems. Finding the name itself is quite fun; the difficulty lies in finding one that is available and being the first to reserve it.

You cannot take a name that is similar to a name already used by a competitor or protected by a registered trademark without inevitably risking legal action.

So you need to find a name that is available, and be able to register it before someone else can.

In addition, you will probably want to use the same name for:

  • Your company’s legal name - Example LTD
  • Your business trading name - Example
  • The trademark - Example ® 
  • Your company’s domain name - Example.com

The problem is that the procedures for registering these different names are carried out in different places, each with their own deadlines:

  • Registering a domain name takes only a few minutes
  • Registering a new trademark takes at least 12 weeks (if your application is accepted)
  • The time taken to register a new business depends on the country, but it's generally fast

You will therefore be faced with the choice of: either registering everything at once and hoping that your name will be accepted everywhere, or proceeding step by step in order to minimise costs, but taking the risk that someone else will register one of the names you wanted in the meantime.

Our advice is to discuss strategy with your legal counsel (see further down in this guide) and prioritise your domain names and registered trademarks. You'll always have the option of using a trade name that's different from your company's legal name, and that's not a big deal.

To check that the name you want is not already in use, you should consult:

  • Your country's business register
  • The relevant trademark registers depending on which countries you want to register your trade mark in
  • A domain name reservation company such as GoDaddy
  • An Internet search engine

In this area too, your legal counsel will be able to help with the research and formalities.

Develop your communication agency's corporate identity

The next step to launching a communication agency: defining your company's visual identity. 

Your corporate identity defines how your company's values are communicated visually. It makes you unique and allows you to stand out visually from your competitors and be recognized by your customers.

Defining your corporate identity can easily be done by you and your co-founders, using the many free tools available to generate color palettes, logos and other graphic elements. Nevertheless, this task is often best entrusted to a designer or agency to achieve a professional result.

Your communication agency's visual identity will include the following elements:

Brand guidelines

Business cards, website theme.

The goal is to have stakeholders identify your business logo quickly and relate to it. Your logo will be used for media purposes (website, social networks, business cards, etc.) and legal documents (invoices, contracts, etc.).

The design of your logo must be emblematic, but it's also important that it can be seen on any type of support. To achieve this, it should be easily available in a range of colors, so that it stands out on both light and dark backgrounds.

The brand guidelines of your communication agency act as a safeguard to ensure that your image is consistent whatever the medium used.

Brand guidelines lay out the details like the typography and colors to use to represent your company.

Typography refers to the fonts used (family and size). For example, Arial in size 26 for your titles and Tahoma in size 15 for your texts.

When it comes to the colors representing your brand, it's generally a good idea to stick to five or fewer:

  • The main colour, 
  • A secondary colour (the accent),
  • A dark background colour (blue or black),
  • A grey background colour (to vary from white),
  • Possibly another secondary colour.

A rare paper medium that continues to survive digitalization, business cards are still a must-have for communicating your communication agency contact details to your customers, suppliers and other partners.

In principle, they will include your logo and the brand guidelines we mentioned above.

Likewise, the theme of your communication agency website will include your logo and follow the brand guidelines we discussed earlier.

This will also define the look and feel of the main visual elements on your website:

The next step in opening a communication agency is to take the necessary legal and regulatory steps. 

We recommend that you be accompanied by a law firm for all of the steps outlined below.

Registering a trademark and protecting the intellectual property of your communication agency

The first step is to protect your company's intellectual property. 

As mentioned earlier in this guide, you have the option to register a trademark. Your lawyer can assist you with a thorough search to ensure your chosen trademark is unique and doesn't conflict with existing ones and help select the classes (economic activities) and jurisdictions in which to register your trademark. 

Your lawyer will also be able to advise you on other steps you could take to protect your company's other intellectual property assets.

Drafting the contractual documents for your communication agency

Your communication agency will rely on a set of contracts and legal documents for day-to-day operations. 

Once again, we strongly recommend that you have these documents drawn up by a lawyer. 

Your exact needs will depend on the country in which you are launching your communication agency and the size of the company you are planning. 

However, you may wish to consider the following documents at a minimum: 

  • Employment contracts 
  • General terms and conditions of sale
  • General terms and conditions of use for your website
  • Privacy Policy for your website
  • Cookie Policy for your website

Applying for licences and permits and registering for various taxes

The licenses and permits needed for your business will depend on the country where you are establishing it. Your lawyer can guide you on the regulations relevant to your activity.

Similarly, your chartered accountant will be able to help you register for taxes and take the necessary steps to comply with the tax authorities.

Create a business plan for your communication agency

The next step to open a communication agency: put together your business plan.

What is a business plan?

To keep it simple, a business plan comprises two crucial components:

  • Firstly, a numerical part, the financial forecast (which we mentioned earlier), which highlights the initial financing requirements and profitability potential of the communication agency,
  • And a written, well-argued section that presents your project in detail, aims to convince the reader of its chances of success, and provides the context needed to assess whether the forecast is realistic or not.

The business plan will enable you to verify the coherence of your project, and ensure that the company can be profitable before incurring further costs. It will also help you convince business and financial partners.

As you can see, your business plan must be convincing and error-free.

How to write a business plan for a communication agency?

Nowadays, the modern and most efficient way to write a communication agency business plan is to use startup business plan software like the one we offer at The Business Plan Shop.

example of business plan to start a communication agency made with The Business Plan Shop

Using The Business Plan Shop to create a business plan for acommunication agency has several advantages :

  • You are guided through the writing process by detailed instructions and examples for each part of the plan
  • You can access a library of dozens of complete startup business plan samples and templates for inspiration
  • You get a professional business plan, formatted and ready to be sent to your bank or investors
  • You can create scenarios to stress test your forecast's main assumptions
  • You can easily track your actual financial performance against your financial forecast by importing accounting data
  • You can easily update your forecast as time goes by to maintain visibility on future cash flows

If you're interested in using this type of solution, you can try The Business Plan Shop for free by signing up here .

How to raise finance for my communication agency?

Once your business plan has been drafted, you’ll need to think about how you might secure the financing necessary to open your communication agency.

The amount of initial financing required will obviously depend on the size of your communication agency and the country in which you wish to set up.

Businesses have access to two main categories of financing: equity and debt. Let's take a closer look at how they work and what sources are available.

Equity funding

At a high level, the equity of your communication agency will consist of the money that founders and potential investors will invest to launch the company.

Equity is indispensable as it provides the company with a source of long-term (often permanent) financing and demonstrates the founders' conviction in the company's chances of success, since their investments would be lost in the event of bankruptcy.

Equity investors can generate a return on their investment through dividends (which can only be paid out if the company is profitable) or capital gains on the resale of their shares (if the company is attractive enough to attract a buyer).

As you can see, the equity investors' position is extremely risky, since their capital is at risk and can be lost in the event of bankruptcy, and the company must be profitable or resellable before they can hope to generate a return on their investment.

On the other hand, the return on investment that equity investors can expect to generate by investing in a communication agency can be very substantial if the company is successful.

This is why equity investors look for start-up ideas with very high growth or profitability potential, in order to offset their risk with a high potential return on investment.

In technical terms, equity includes:

  • Share capital and premiums: which represent the amount invested by the shareholders. This capital is considered permanent as it is non-refundable. In return for their investment, shareholders receive shares that entitle them to information, decision-making power (voting in general assembly), and the potential to receive a portion of any dividends distributed by the company.
  • Director loans: these are examples of non-permanent capital advanced to the company by the shareholders. This is a more flexible way of injecting some liquidity into your company than doing so as you can repay director loans at any time.
  • Reserves: these represent the share of profits set aside to strengthen the company's equity. Allocating a percentage of your profits to the reserves can be mandatory in certain cases (legal or statutory requirement depending on the legal form of your company). Once allocated in reserves, these profits can no longer be distributed as dividends.
  • Investment grants: these represent any non-refundable amounts received by the company to help it invest in long-term assets.
  • Other equity: which includes the equity items which don't fit in the other categories. Mostly convertible or derivative instruments. For a small business, it is likely that you won't have any other equity items.

The main sources of equity are as follows:

  • Money put into the business from the founders' personal savings.
  • Money invested by private individuals, which can include business angels, friends, and family members.
  • Funds raised through crowdfunding, which can take the form of either equity or donations (often in exchange for a reward).
  • Government support to start-ups, for example, loans on favourable terms to help founders build up their start-up capital.

Debt funding

The other way to finance your communication agency is to borrow. From a financial point of view, the risk/return profile of debt is the opposite of that of equity: lenders' return on investment is guaranteed, but limited.

When it borrows, your company makes a contractual commitment to pay the lenders by interest, and to repay the capital borrowed according to a pre-agreed schedule.

As you can see, the lenders' return on investment is independent of whether or not the company is profitable. In fact, the only risk taken by lenders is the risk of the company going bankrupt.

To avoid this risk, lenders are very cautious, only agreeing to finance when they are convinced that the borrowing company will be able to repay them without problems.

From the point of view of the company and its stakeholders (workforce, customers, suppliers, etc.), debt increases the risk of the venture, since the company is committed to repaying the capital whether or not it is profitable. So there's a certain distrust towards heavily indebted companies.

Companies borrow in two ways:

  • Against their assets: this is the most common way of borrowing. The bank finances a percentage of the price of an asset (a vehicle or a building, for example) and takes the asset as collateral. If the company cannot repay, the bank seizes the asset and sells it to limit its losses.
  • Against their future cash flows: the bank reviews the company's financial forecast to estimate how much the company can comfortably borrow and repay, and what terms (amount, interest rate, term, etc.) the bank is prepared to offer given the credit risk posed by the company.

When creating a communication agency, the first option is often the only one available, as lenders are often reluctant to lend on the basis of future cash flows to a structure that has no track record.

The type of assets that can be financed using the first method is also limited. Lenders will want to be sure that they can dispose of foreclosed assets if needed, so they need to be assets that have an established second-hand market.

That being said, terms and conditions also depend on the lender: some banks are prepared to finance riskier projects, and not all have the same view of your company's credit risk. It also depends on the collateral you can offer to reduce risk, and on your relationship with the bank.

In terms of possible sources of borrowing, the main sources here are banks and credit institutions.

In some countries, it's also possible to borrow from private investors (directly or via crowdlending platforms) or other companies, but not everywhere.

Takeaways on how to finance a communication agency

Multiple options are available to help you raise the initial financing you need to launch your communication agency.

There are two types of financing available to companies. To open a communication agency, an equity investment will be required and may be supplemented by bank financing.

What to do after launching my communication agency?

Launching your communication agency is the beginning of an exciting entrepreneurial adventure, and the culmination of your efforts to turn your idea into a reality. But this is also when the real work begins.

As you know, nearly half of all new businesses fail, so you'll need to do everything you can to make your business sustainable right from the start.

Estimating the future financial performance of a communication agency inevitably involves a degree of uncertainty. That's why we recommend simulating several scenarios: a central case with the most likely scenario, an optimistic case, and a pessimistic case designed to test the limits of your business model.

Normally, your company's actual financial performance, observed after you start trading, should fall somewhere between your pessimistic and optimistic cases.

The important thing will be to quickly measure and compare this actual performance with the figures in your forecast to see where you stand, then update the forecast to re-estimate the future cash flows and cash position of your communication agency.

This forward-looking financial management exercise is the only way to know where you stand and where you're going. And, when your figures fall short of expectations, to quickly implement actions to turn things around before the company runs out of cash.

There's nothing more dangerous than waiting until you have your accounts, which takes up to nine months after the end of your financial year (if you are in the UK, abroad your mileage will vary), to then realize that you're not on the right track and that your communication agency won't have enough cash to operate over the next twelve months.

This is where using a forecasting solution that integrates actuals vs. forecast tracking, like The Business Plan Shop's financial dashboards do, can simplify the financial management of your business and help reduce the risk associated with your start-up project.

  • There are 15 key steps to opening a communication agency.
  • Your financial forecast will enable you to accurately assess your initial financing requirements and the potential profitability of your project.
  • Your business plan will give your financial partners the context they need to be able to judge the consistency and relevance of your forecast before deciding whether or not to finance the creation of your communication agency.
  • Post-launch, it's essential to have an up-to-date forecast to maintain visibility of your business's future cash flows.
  • Using a financial planning and analysis platform that integrates forecasts, business plans and actual performance monitoring, such as The Business Plan Shop, makes the process easier and reduces the risks involved in starting a business.

We hope this guide has helped you understand how to open a communication agency. Please don't hesitate to contact us if you have any questions or want to share your experience as an entrepreneur.

Also on The Business Plan Shop

  • Start-up business plan examples

Know someone who wants to start a communication agency? Share this guide with them!

Guillaume Le Brouster

Founder & CEO at The Business Plan Shop Ltd

Guillaume Le Brouster is a seasoned entrepreneur and financier.

Guillaume has been an entrepreneur for more than a decade and has first-hand experience of starting, running, and growing a successful business.

Prior to being a business owner, Guillaume worked in investment banking and private equity, where he spent most of his time creating complex financial forecasts, writing business plans, and analysing financial statements to make financing and investment decisions.

Guillaume holds a Master's Degree in Finance from ESCP Business School and a Bachelor of Science in Business & Management from Paris Dauphine University.

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How to Create an Advertising Agency Business Plan

Blog > how to create an advertising agency business plan, table of content, introduction, executive summary, company overview, market analysis, target market and customer analysis, competitor analysis, services and offerings, marketing and sales strategies, operational plan, human resources and talent acquisition, financial projections, budgeting and resource allocation, client acquisition and retention, technology and innovation, risk management and legal compliance, expansion and growth strategies, exit strategy, our other categories.

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  • Pitch Deck Essentials
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Reading Time : 24 Min

Business plan 101.

How to Create an Advertising Agency Business Plan Stellar Business Plans

Starting an advertising agency is an exciting venture, but success requires careful planning. A comprehensive business plan is the foundation of your agency’s growth and profitability. In this blog post, we will guide you through the process of creating a well-structured advertising agency business plan that aligns with your goals. As an expert startup consultant service provider, Stellar Business Plans is here to support you in crafting a winning strategy that stands out in the competitive advertising industry.

The executive summary is the gateway to your business plan, offering a concise overview of your agency’s key elements. This section is your chance to make a strong first impression and capture the reader’s attention. While providing an elevator pitch, emphasize the unique aspects of your agency that set it apart from the competition. Include your mission and vision statements, key services, target market, and the most significant financial projections. Keep it brief, engaging, and compelling to entice investors, partners, and potential clients to read further.

Stellar Business Tips:

  • Keep the executive summary clear and concise, focusing on the unique value your agency brings to the market.
  • Highlight your agency’s key differentiators, such as specialized expertise, innovative approaches, or a client-centric approach.

Example: “XYZ Advertising Agency offers data-driven solutions that deliver up to 30% higher conversion rates for our clients, thanks to our cutting-edge AI-powered ad targeting algorithms.”

The company overview provides essential background information about your advertising agency. Detail the founding story, explaining the inspiration behind your agency and the driving force that led to its establishment. Introduce the key stakeholders, founders, and leadership team, highlighting their expertise and experience in the advertising industry. Clearly state your agency’s mission, vision, and values to showcase your commitment to delivering exceptional services. Additionally, provide insights into your agency’s current status, such as the number of employees, locations, and awards or recognitions received.

  • Personalize the company overview by sharing anecdotes or personal experiences that motivated you to start the agency.
  • Emphasize your team’s collective strengths and past successes to build trust and credibility.

Example: “Our agency, Stellar Ads, was founded by marketing enthusiasts with a shared passion for creative storytelling. Our team members collectively bring over 50 years of experience in successful advertising campaigns for Fortune 500 companies.”

A thorough market analysis is crucial to understanding the advertising industry’s current state and future trends. Conduct extensive research on market growth rates, industry size, and key drivers shaping the advertising landscape. Identify emerging technologies and digital platforms that are disrupting traditional advertising methods. Gather data on consumer behavior, preferences, and engagement with different advertising channels. Use industry reports, market research, and expert insights to back up your analysis and projections.

  • Utilize reputable sources and industry reports for market data and statistics.
  • Focus on current and future trends that will impact the advertising industry, such as the rise of mobile advertising or the growth of influencer marketing.

Example: “According to the Global Advertising Market report by Grand View Research, the global advertising market is projected to reach $654.55 billion by 2028, with digital advertising accounting for over 50% of total ad spending.”

Defining your target market is critical for tailoring your advertising strategies to meet specific needs. Identify the primary industries or sectors you want to serve and the demographics of your ideal clients. Create buyer personas to better understand the pain points, challenges, and aspirations of your target audience. Conduct surveys or interviews with potential clients to gain valuable insights into their expectations from an advertising agency. Analyze competitors’ clientele to identify gaps and opportunities for your agency.

  • Consider conducting focus groups or beta testing campaigns to gather feedback from potential clients before launch.
  • Use social listening tools to monitor online conversations and understand customer sentiment regarding advertising trends and campaigns.

Example: “Our target market includes tech startups and e-commerce businesses in the B2C segment, aged 25-35, who seek innovative and visually captivating ad campaigns to stand out in a competitive market.”

A comprehensive competitor analysis helps you position your agency strategically in the market. Identify direct and indirect competitors, evaluating their strengths, weaknesses, and market share. Study their marketing and sales strategies, service offerings, pricing models, and client retention practices. Identify areas where your agency can excel and differentiate itself from competitors. Highlight your competitive advantages and how you plan to capture market share from established players.

  • Use a SWOT analysis to identify your agency’s strengths, weaknesses, opportunities, and threats in comparison to competitors.
  • Conduct regular competitor monitoring to stay updated on their new offerings and strategies.

Example: “Competitor A excels in social media marketing, but our agency’s strength lies in data-driven audience targeting, providing clients with a higher return on investment (ROI) through efficient ad spend.”

Detail the breadth and depth of your advertising services, showcasing your expertise in various advertising channels. Describe each service in-depth, including the strategies, tools, and technologies used to deliver exceptional results to clients. Provide case studies and success stories of previous campaigns that demonstrate your agency’s capabilities. Present testimonials or feedback from satisfied clients to build trust and credibility with potential clients.

  • Highlight case studies where your agency’s creativity and problem-solving skills resulted in successful campaigns.
  • Mention your agency’s adaptability to new advertising platforms and technologies to demonstrate your readiness for future challenges.

Example: “Our comprehensive services encompass digital advertising, content marketing, brand storytelling, and influencer partnerships. In a recent campaign for Client B, we increased brand awareness by 50% through a compelling social media storytelling series.”

A well-crafted marketing and sales strategy is essential for attracting clients and driving business growth. Outline your digital marketing efforts, content marketing, social media presence, and thought leadership initiatives. Leverage search engine optimization (SEO) to increase your agency’s visibility and organic reach. Showcase your agency’s past successes to demonstrate your track record of delivering results. Additionally, develop a sales playbook that outlines your sales team’s strategies, tactics, and target metrics for lead generation and conversion.

  • Showcase your agency’s expertise through thought leadership content, such as blog posts, webinars, or whitepapers.
  • Leverage client testimonials and case studies in your marketing materials to establish credibility and trust.

Example: “Our marketing strategy includes targeted content marketing and thought leadership webinars that showcase our agency’s expertise in the advertising industry. We consistently engage with our audience on social media platforms to build lasting relationships.”

The operational plan outlines how your agency will function on a day-to-day basis to deliver outstanding services. Define the organizational structure and hierarchy, including the roles and responsibilities of each team member. Emphasize collaboration and cross-functional communication to ensure seamless workflow. Detail the workflow for creating and executing advertising campaigns, from initial client briefings to campaign launch and reporting.

  • Emphasize the importance of open communication and collaboration between creative and account teams to deliver cohesive campaigns.
  • Implement a project management system to streamline workflow and ensure timely delivery of campaigns.

Example: “Our agency follows an agile project management approach, allowing creative teams to collaborate with account managers and clients in real-time, resulting in efficient campaign execution and streamlined processes.”

An advertising agency’s success heavily relies on its team of creative professionals, marketers, and account managers. Detail your talent acquisition and retention strategies, emphasizing a culture that fosters creativity, innovation, and growth. Offer competitive compensation packages, professional development opportunities, and incentives to retain top talent. Outline your recruitment process, employee training programs, and mentoring initiatives to nurture and upskill your team.

  • Offer flexible work arrangements and a positive work culture to attract and retain diverse talent.
  • Encourage continuous learning and skill development to keep your team updated on the latest advertising trends and technologies.

Example: “Our agency provides ongoing training and development programs to nurture our team’s creative and strategic skills. We foster a culture of open communication and creative freedom, ensuring every team member feels valued and motivated.”

Financial projections are essential for demonstrating the agency’s viability and potential return on investment. Provide detailed revenue projections based on your target market and service offerings. Factor in pricing strategies, growth rates, and market share estimations. Include expense projections, such as salaries, marketing, technology, rent, and overhead costs. Prepare income statements, balance sheets, and cash flow forecasts for multiple years to demonstrate long-term sustainability.

  • Use conservative estimates in your financial projections to account for unexpected challenges or market fluctuations.
  • Include a sensitivity analysis to understand how changes in key variables may impact your agency’s financial performance.

Example: “Our financial projections indicate a 20% revenue growth in the first year, driven by increased demand for digital advertising services. We anticipate a healthy profit margin of 15%, with prudent cost management.”

A well-managed budget ensures efficient resource allocation and maximizes the return on investments. Develop a detailed budget for various operational and marketing expenses, ensuring they align with your business objectives. Consider potential cost-saving measures and opportunities for strategic investments to fuel growth. Regularly review and adjust your budget based on performance and changing market dynamics.

  • Keep a contingency budget for unforeseen circumstances, such as sudden campaign changes or market disruptions.
  • Allocate resources based on data and performance metrics to optimize ROI.

Example: “Our budget allocates 30% of total funds for marketing and lead generation efforts, as we aim to expand our client base through targeted campaigns and strategic partnerships.”

Attracting and retaining clients is the lifeblood of an advertising agency. Develop a comprehensive client acquisition plan, including lead generation strategies, outreach initiatives, and networking efforts. Implement a structured client onboarding process to ensure clear communication, expectations, and deliverables. Focus on building long-term relationships and delivering outstanding results to retain clients and encourage referrals.

  • Offer attractive referral programs or incentives for clients who refer new business to your agency.
  • Establish a client feedback system to continuously improve your services based on client preferences and satisfaction.

Example: “Our agency maintains strong relationships with our clients by providing regular performance reports and conducting satisfaction surveys. We incentivize client referrals with exclusive access to upcoming beta campaigns.”

Advertising is rapidly evolving, driven by technological advancements and digital transformation. Embrace technology to enhance your advertising campaigns and improve data analytics. Adopt advanced tools and platforms for audience targeting, retargeting, and campaign optimization. Stay abreast of emerging technologies and trends to stay competitive and offer innovative solutions to clients.

  • Invest in analytics tools to gather data on campaign performance and audience behavior, enabling data-driven decision-making.
  • Keep your team updated on the latest advertising technologies through training and workshops.

Example: “Our agency harnesses AI-driven analytics tools to precisely target audiences and optimize campaigns in real-time. Our technology investments allow us to deliver more personalized ad experiences, resulting in higher engagement rates.”

The advertising industry comes with its fair share of risks, from data breaches to campaign performance challenges. Identify potential risks and develop mitigation strategies to minimize their impact on your agency’s operations. Ensure your agency complies with advertising laws, data privacy regulations, and industry standards. Educate your team on ethical advertising practices and transparency in client communications.

  • Establish a crisis management plan to address potential reputation-damaging scenarios swiftly and effectively.
  • Regularly review and update your agency’s legal compliance policies to stay aligned with changing regulations.

Example: “Our agency employs data encryption protocols and adheres to GDPR guidelines to protect client data and ensure utmost privacy. We have a crisis management team in place to handle any unforeseen challenges.”

To sustain long-term success, consider opportunities for geographic expansion or niche market penetration. Evaluate the feasibility of offering additional services, such as branding, public relations, or content marketing. Explore strategic partnerships or collaborations with complementary agencies to broaden your service offerings and reach new client segments. Assess potential mergers or acquisitions to accelerate growth and expand your agency’s market presence.

  • Consider forming partnerships with local businesses or startups to enter new markets and gain regional expertise.
  • Leverage industry events and conferences to network and explore potential growth opportunities.

Example: “We plan to expand our agency’s reach by partnering with a boutique PR firm to offer integrated branding and communication solutions for our clients, providing a one-stop-shop experience.”

While it may seem premature, having a well-thought-out exit strategy demonstrates your agency’s long-term planning and vision. Outline your objectives for a potential exit, whether it involves selling the agency, merging with another firm, or transitioning ownership to key team members. Develop a succession plan to ensure a smooth transfer of leadership and continuity for your clients.

  • Consult with financial advisors or industry experts to determine the most suitable exit strategy for your agency’s long-term goals.
  • Ensure all legal agreements and contracts allow for a seamless transfer of ownership or dissolution.

Example: “Our agency’s exit strategy involves grooming internal talent for future leadership positions and maintaining a strong client-centric focus to ensure client retention in the event of an ownership transition.”

The advertising industry is dynamic and competitive, demanding a well-crafted business plan to navigate its complexities successfully. By following this comprehensive guide and creating a detailed advertising agency business plan, you’ll position your agency for growth, profitability, and long-term success. At Stellar Business Plans, we understand the intricacies of developing effective business strategies. Our team of expert consultants is here to guide you through every step, from market analysis to financial projections, to make your advertising agency thrive. Let’s embark on this exciting journey together, making your mark in the advertising world and achieving extraordinary results for your clients.

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Updated On : September 1, 2023

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How to Write an Effective Communications Plan [+ Template]

Kayla Carmicheal

Published: January 05, 2023

Remember the " Tide Pod Challenge ?" That horrendous time at the beginning of 2018 when adolescents filmed themselves ingesting laundry detergent?

service leader creating a communications plan

While it was a funny (albeit dangerous) start to the new year, this small boost of infamy was a PR mess for the detergent brand in question, Tide , whose crisis communication team had to figure out how to respond to America's teens swallowing their toxic product. Tide's parent company, Procter & Gamble, was swift in their response, thanks in large part to their communication plan .

In this post, you'll learn how to create an effective communication plan that prepares you and your company for any situation.

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What is a communications plan.

A communications plan enables you to effectively deliver information to appropriate stakeholders. The plan will identify the messages you need to promote, to whom you're targeting those messages, and on which channel(s). Communications plans can be used in times of crises, but they are also used when pitching new initiatives or launching new products.

Communication plans can help you clarify the purpose of a product launch or new initiative and officially determine the messages you want to deliver to your intended audience(s).

Additionally, a communication plan can help your business during a time of crisis if a previous marketing message or business decision damages your reputation with internal stakeholders or customers.

If companies don't have a communication plan , they'll be unprepared when disaster strikes. It may be unlikely that your company will find teenagers eating your product for internet fame, but not so unlikely that you'll never find yourself needing a procedure to effectively handle difficult situations.

Need a free, easy-to-use communication plan template? HubSpot has 12. Check out this toolkit for everything you need to build your own.

This is part of a template offered in the toolkit. For this particular template, the organization is separated into phases, a description of that phase, and who needs to complete that action.

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Now that we've gone over how a communication plan can be helpful, let's learn how to write one that will be effective.

How to Write a Communications Plan

  • Conduct an audit of your current communications materials.
  • Set SMART goals for your communications plan based on the results from your audit.
  • Identify the audience to whom you plan to deliver your communications plan.
  • Outline and write your plan, keeping your audiences in-mind.
  • Determine the channel(s) on which you need to deliver your messages.
  • Decide which team members are responsible for delivering the message.
  • Estimate a timeline for how long each step should take.
  • Measure the results of your plan after presenting to stakeholders, and determine successes and areas for improvement.

1. Conduct an audit of your current communications materials.

Before sitting down to get rollin' on your plan, you need to first decide where it'll fit into your business. So it's important you complete a "state of the union," or an audit of the current climate of communications within your company. This can help you identify any problem areas.

For instance, let's say you need to create a communications plan for a new product launch. To create your plan, you'll first need to perform an audit to identify gaps in your current marketing approach.

After performing the audit, you might find there is a major gap in your marketing materials in which you rarely discuss a topic that aligns well with your new product. You'll want to ensure this topic makes it into your communications plan.

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To conduct an audit, you'll need to carefully gather and interpret data on your current marketing plan performance and build a path forward based on those results. Additionally, you might consider hosting focus groups or sending surveys to your audience to find gaps in your current communications materials.

Of course, you'll want to have the goal of your communications plan in-mind when conducting an audit. In the example above, noticing you're lacking material on a certain subject only matters if your goal is to drive leads and conversions to a product that aligns with that subject.

For instance, if you're launching a new email marketing tool and you notice you're lacking content on Google Ads, this might not be relevant information for your communications plan. However, if you're missing content on email marketing best practices, that's important information you can use to tailor your communications plan appropriately.

2. Set SMART goals for your communications plan based on the results from your audit.

After your audit, you'll want to lay out a few goals based on the data from the results. What do you want to achieve with this plan?

When in doubt, remember that your goals should be SMART : Specific, Measurable, Attainable, Relevant, and Time-based.

For instance, if a small agency is writing a communications plan for its client, they might write a goal along these lines: "We plan to increase employment applications for our client by 25% over the course of one quarter."

Alternatively, perhaps your HR team needs to write a communications plan to pitch designing a new growth matrix for individual contributors who don't want to become managers.

If that's the case, your HR team will need to identify specific goals they hope to achieve as a result of their plan, even if the results are less quantifiable — for instance, their goal might be to "increase employee retention rates by 10% over the next year" or even "increase employee satisfaction, as indicated by their next NPS scores." They'll need to pitch these goals to stakeholders to get leadership on-board.

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3. Identify the audience to whom you plan to deliver your communications plan.

Good communication starts with knowing and understanding your listener. In this case, if a crisis communication plan is for stakeholders, which one(s) are you writing for? Stakeholder examples include employees, investors, customers, local government officials, or media outlets.

If you're writing for media outlets, a press release detailing your goals is a good idea for that audience. There should be a process for who will speak to the media outlets, an outline of what they will say, and an action plan put in place moving forward.

Alternatively, if your audience is your employees, you might want to create an up-to-date internal document for employees to refer to, as well as the contact information for the internal DRI if they have follow-up questions.

4. Outline and write your plan, keeping your audiences in-mind.

When you're ready to outline and write your plan, it's likely easiest if you start with a table or chart to identify the messages you need to promote, to whom you're targeting those messages, and on which channel(s).

Once you've created a general outline, here's how you'll want to structure your communications plan (feel free to copy these sections into a Table of Contents for your own plan):

  • Purpose (what is this communications plan for)
  • Escalation Framework (including 'first line of defense' and 'greater response team')
  • Roles and responsibilities of each employee
  • Do's and Don'ts
  • How to maintain an effective response plan

(If you need help writing a communications plan, download our free, ready-to-use communications plan templates .)

When writing your communication plan, work with groups or representatives from your stakeholders to improve accuracy. Strategies should solve for goals or potential risks.

For instance, if you work for an agency aiming to promote a client's product, a risk might be spending money on paid ads without a guaranteed ROI. To solve for that risk, the agency should detail different steps to ensure the ads are effective before going public.

5. Determine the channel(s) on which you need to deliver your messages.

The channels you choose to communicate with your audience depends on your message, and to whom you want to deliver that message. For instance, if you're creating a communications plan for internal employees, you might send out your communications plan in a company-wide email, use a team communication app , or in-person team meetings to deliver your message.

Alternatively, if you're communicating with customers, you might determine it's best to communicate via an email newsletter, or via a press release.

Of course, the channel(s) you choose will depend on your goals, but it's important as you're writing your communication plan that you keep your distribution methods in-mind.

6. Decide which team members are responsible for delivering the message.

Once you determine your audience and channel(s) on which you'll deliver your communications plan, figure out the DRI for delivering the message.

For instance, if your HR team is pitching a new growth matrix to leadership, you might ask your Director of HR to deliver the initial pitch in the first meeting. Once leadership is on-board, you might ask each HR representative to deliver one training session for each internal team to ensure every employee understands what's changing internally, and why.

7. Estimate a timeline for how long each step should take.

You should have a ballpark estimate of how much time each step in executing your strategy will take. For instance, if your plan needs to go from the higher-ups down to the employees, it's good to take into account how long going through the chain of command will take. It's also smart to infer how long a media cycle will last.

For instance, for a minor slip-up on an ad campaign, the advertising agency might estimate the cycle for controlling the issue will take a month — including meeting with the client, stakeholders, and employees to discuss steps moving forward.

8. Measure the results of your plan after presenting to stakeholders, and determine successes and areas for improvement.

There's always room for improvement. Measure the results of the plan after presenting it to stakeholders, and determine aspects that went well, and areas for improvement next time.

For instance, the ad agency might not have met its goal of increasing prospective applications by 25% within a quarter. They might rework their goals to give themselves more time or pivot their quarterly focus to fit those goals.

Alternatively, if you notice certain language in your communications plan evokes a level of stress or fear with internal stakeholders, consider how you can re-word next time to ensure your communications plan feels helpful, beneficial, and positive.

Some aspects of building a communication plan can be a "choose your own adventure" journey. The key is choosing aspects that best reflect what your business needs in times when effective communication is key. What do your stakeholders need to know, and how are you going to best communicate that?

Communication Plan Examples

  • Strategic Communication Plan
  • Project Communication Plan
  • Marketing Communication Plan
  • Corporate Communication Plan
  • Crisis Communication Plan

Communication plans can get tricky, but writing an effective one will prove itself with its longevity. The following communication plans include analysis for stakeholders you'd respond to and the procedures for what to include in those communications.

1. Strategic Communication Plan

Bright Hub Project Management's communication plan explains how, when, and why communication happens within its organization.

This example is great because it details how communication managers write crisis plans and acknowledges that sometimes the busy marketer or project manager takes on this responsibility.

Strategic Communications Plan

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2. Project Communication Plan

Here's an example of a Billing Upgrade Project from Simplicable . This communication plan maps out all the important meetings and documents needed for the project. As you can see, it also includes necessary sections including audience, goals, format, and DRI.

project communication plan example

3. Marketing Communication Plan

A marketing communication plan is essential for communicating to your target market, especially when launching new products or initiatives. This example from Smartsheet allows you to plan marketing communications strategies for customers, sales prospects, media partners, internal stakeholders, and events.

Marketing Communications Plan Grid Template

4. Corporate Communication Plan

Corporate communication plans outline how organizations communicate internally and externally. This example from Smartsheet is a nine-step roadmap that includes space for a mission statement, executive summary, situation analysis, key messages, and more.

corporate communication plan example

5. Crisis Communication Plan

This communication checklist below, by Prezly , gives a great overview of the details of a crisis plan from beginning to end. It can be used as an effective guide when drafting a crisis management strategy.

communications-plan_1

Communication Planning Tips

Communication planning can be tricky, so here are some extra tips to keep in mind to help your plan shine: when describing procedures for handling crises, include who the situation involves. This lets stakeholders envision decision-making processes.

Additionally, if you're part of a larger company with a broad stakeholder list, it's okay to split up target audiences for your plan.

For instance, maybe your audience is more than just "consumers." Split stakeholder groups for easier comprehension and more distinct solutions.

Ultimately, your communications plan needs to clearly and succinctly provide necessary information to everyone involved in the business decision, product launch, or PR crises. Use the strategy mentioned above, as well as our communication plan templates , to ensure yours is as effective as possible.

Editor's note: This post was originally published in September, 2019 and has been updated for comprehensiveness.

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Integrated Communications Business Plan

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Aero Technologies

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

Today the world is defined by the term ‘Information Age.’ All businesses, both large and small, require effective and efficient business communication solutions in order to continuously meet their customer expectations and attain a competitive advantage, and therefore be successful. Whether a company is large or small it is realized that, the right amount of financing, materials, talent, and experience are not enough to succeed without a good communication system in place that enables smooth transaction sealing. Communications is at the heart of regional and international integration, with the development of an efficient, cost effective and technologically advanced communications infrastructure essential to Botswana’s success in the global market. With the economies of most countries becoming increasingly sophisticated and knowledge-intensive, there is a greater need for the existence of an efficient network that will enable decision-makers to have access to timely and accurate data to facilitate decision-making and transaction sealing.

We are on the brink of penetrating a lucrative market in a rapidly growing industry. The current increase in the number of entrepreneurs, and competition among existing companies presents an opportunity for Aero Technologies to penetrate the market. Our services/products will be positioned very carefully. They will be of extremely high quality to ensure client satisfaction, supported by impeccable customer service. Aero Technologies will offer the expertise that a proactive oriented and market-opportunity seeking company needs to develop and maintain a good communications system. We intend to provide a number of necessary services the business community and to the public. Initial plans are to introduce five main lines of services, with the primary focus on Multimedia, Call Centre facility, Data Communications and IT, Financial Services, and Knowledge Consulting.

We realize that, for us to prosper, there is need to be flexible and responsive, to delight clients by providing them what they want, when they want it, and before the competition can offer it. The company intends to achieve this through a systematic approach that is customer-centric, and in which the customer’s business objectives enjoy top priority. This involves not only skill and depth of knowledge, but time devoted to studying a customer’s needs. Aero Technologies will view the provision of value-added services over the entire scope of our customers’ requirements as not only essential, but as a competitive advantage which the company protects as a key asset; from service concept to service provision, the intention will be to ensure that every policy and procedure, system and process has the objective of improving the flexibility and response of the whole company. There is a need for interaction between all functional areas, particularly between marketing and service logistics, if the project is to realize its full potential, with marketing being employed as a strategic weapon.

Once the needs and processes are understood and described, leading edge products and best-of-industry skills will be applied to design and develop a fitting solution to satisfy the need and enable the client’s business in the most cost effective way.

Our marketing strategy will be based mainly on ensuring customers know what need the service(s) is able to fulfill, and making the right service and information available to the right target client. We intend to implement a market penetration strategy that will ensure that our services are well known and respected in our respective industry. Our marketing strategy will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating traditional advertising, breakfast seminars, events, Internet marketing, personal selling, public relations, and direct marketing, details of which are provided in the marketing section of this plan.

We intend to build our project management team correctly. We need the right people in the right place at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows — a mutually beneficial relationship.

The intention is to go into partnership with NNN Limited, a company registered in QQQ, and provide financial, IT, and data communications consultancy services to industries in the application and use of latest technologies such as data communication and Wireless Application Protocol (WAP), enabling cellular telecommunications.

In a nutshell, we don’t just intend to market and sell our service, but to market and provide a service that will ensure our client’s customer satisfaction, ease of communication, improved corporate logistics, and cost savings on transactions ensuring a total-quality environment. This will ensure we establish and maintain a reputable corporate image. However it should be noted that timing and information provision will be of the utmost importance and significance in terms of the project’s introduction onto the market. In addition we are appreciative of the fact that entering such a market is not a bed of roses, particularly as it is still a relatively new concept needing to be implanted in people’s minds in terms of the benefits it may bring to them, as well as the number of ‘laggard’ firms who often do not easily appreciate the need for change, be it to their benefit. In such a case the need will exist to aggressively market the concept to these organizations and individuals through various means. Hence the intention is to utilize the technical and business know-how of technical partners in order to implement and attain our business objectives.

NOTE: All currency values in this plan are expressed in Botswanan Pula [P].

1.1 Objectives

Our business strategy will revolve around the need to provide quality service and products to our various target clients, in the process fully satisfying their needs. This shall be undertaken through recruitment of a professional telemarketing, sales and technical team and the provision of good quality custom-designed services, catering for the clients’ particular needs.

With time our marketing campaign will increase the knowledge of our services to the various market segments we shall be targeting. This is particularly so with organizations looking at establishing a competitive advantage(s) on the market due to increased competition, hence providing them with the opportunity to focus on their core activities whilst procuring increased business from new and existing customers. Marketing material shall be professionally done so as to be reflective of our intended image and reputation. We shall position ourselves as a quality total communications solution service provider that strives to provide effective and efficient communication solutions. We intend to establish a good rapport with all the relevant stakeholders.

In summary we intend to attain the following objectives:

  • Continuously provide professional quality services on time and on budget.
  • Develop a follow-up strategy to gauge performance with all our clients.
  • Implement and maintain a quality control system and assurance policy.
  • To continuously formalize and measure cross-functional working communication so as to ensure that the various departments work harmoniously towards attainment of company objectives.
  • To instill a culture of continuous improvement in beating standards of customer satisfaction and efficiency.
  • We are fully committed to supporting growth and development in the economy.

1.2 Mission

Aero Technologies, Ltd. offers marketing oriented organizations a reliable, high-quality alternative to in-house resources for business development, market development, and channel development on a local and regional scale. A true alternative to in-house resources offers a very high level of practical experience, know-how, contacts, and confidentiality. Clients will know that working with Aero Technologies is a more professional, less risky way to undertake communication with its various stakeholders, than working completely in-house with their own people. Aero Technologies must also maintain financial balance, charge a reasonable value for its services, and deliver a higher value to its clients. Initial focus will be development in the regional markets, or for international clients in Botswana. Aero Technologies is also an excellent place to work, a professional environment that is challenging, rewarding, creative, and respectful of ideas and individuals. Aero Technologies ultimately provides excellent value to its customers and fair reward to its owners and employees.

Internally we intend to create and nurture a healthy, creative, respectful and enjoyable office environment, in which our employees are fairly compensated and encouraged to respect the customer and the quality of the service we provide. In addition follow-up will be mandatory so as ensure customer satisfaction and make any improvements as recommended by the customers in future. We seek fair and responsible profit, enough to keep the company financially healthy for the short and long term, and to fairly compensate investors for the money and risk.

Integrated communications business plan, executive summary chart image

1.3 Keys to Success

The keys to this project’s success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Along these lines the company intends to implement personal selling and direct marketing strategies to the target markets. Hence the key success factors will include the following:

  • Excellence in fulfilling the promise: Completely confidential, reliable, trustworthy expertise and service(s) through the provision of an uncompromising service. This dictates that we have in place the latest technology, hardware and software, and well-trained personnel so as to fulfill the aforesaid.
  • Timely response to clients’ orders: We cannot afford to delay our clients for whatever reason, as this will have a negative bearing on our image and reputation, including future business. Hence we need to be continually communicating with the client ensuring we provide needs-based solutions.
  • Skill and depth of knowledge: Considering the nature of our services and their relative infancy on the market, the skill and depth of knowledge of our personnel shall be of utmost importance in determining the provision of the service(s) to the end-users.
  • Marketing know-how: In a relatively volatile market there will be a need to aggressively market our business and the services we provide so as to be continuously at the top of our prospective and current clients minds. This will also act as a temporary deterrent for companies contemplating entering our market. Advertising shall be one of our competitive advantages.
  • Leveraging from a large pool of expertise: The company’s various alliances with technological partners shall prove invaluable considering the skills and intellectual capacity these partners will have in the fields of design and system integration, implementation and execution, lifecycle support and understanding, and in the application of new technology. This has the potential of proving to be an important differentiator on the market.

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Company summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">.

Aero Technologies, Ltd. was founded in November 1999 as a Private Limited Company through the foresight and vision of the three directors. It was formed as a division of TTT with the directors having identified a large potential market for their products and services. For most of its initial existence, the company intends to utilize the large database and experience of its directors in obtaining orders, with the intention of establishing close relationships with its clients.

2.1 Company Ownership

Aero Technologies is a company incorporated at the Registrar of Companies by XXX, YYY, and ZZZ. Though relatively new, the directors realize their company’s vast potential market and opportunity for growth given implementation of the appropriate strategies, aided by the necessary finances. Aero Technologies was established with 3,000 shares equally distributed amongst the directors.

2.2 Start-up Summary

Total start-up expenses covered (including legal costs, logo design, stationery and related expenses) came to approximately P1,192,000. Start-up assets required and utilized included personal computers, vehicles, office furniture, and other office equipment.

Integrated communications business plan, company summary chart image

Products and Services

Aero Technologies offers the expertise a proactive oriented and technologically inclined company needs to perform its operations efficiently and effectively, through allowing it to concentrate on its core activities whilst deploying the latest communication implements. Its wide range of solutions will incorporate and embrace customer contact centres, technology enabled relationship management, technology enabled marketing and technology enabled selling solutions, multi-service data and voice networking as well as Individualized Customer Relationship Management centres, integration services and Knowledge Management Consulting. Hence we intend to provide a number of necessary services to the business community, primarily the upper echelons, as well as the public. These can be summed up in five main areas:

  • Call Centre Facility
  • Data Communications and IT
  • Financial Services
  • Knowledge Management.

Hence we intend to offer the expertise a high-technology company needs to develop new product distribution and new market segments in new markets. However it should be noted that the Knowledge Management Centre will invariably incorporate the functions of the other divisions.

3.1 SWOT Analysis

We are presently in a highly lucrative market in a rapidly growing economy. We foresee our strengths as the ability to respond timeously to the market dictates and to provide custom designed technological services. Our key personnel will have a wide and thorough knowledge of the technological services we intend to provide, and expertise, which will go a long way towards penetrating the market. Below are the summarized strengths, weaknesses, opportunities and threats.

3.2 Macroenvironment

Research indicates that the younger more ambitious market presently in the executive and overall business sector, being more educated and aware of the global environment, assesses and implements its core activities to a much higher degree than past trends have indicated. This is exacerbated by the increase in competition in all industries. Therefore with the emergence of this generation of individuals, the appreciation of quality services and business communication solutions/recommendations that provide for and enable company growth, dictates that our service lines will be popular.

The current drive by the government towards a more diversified economy presents an opportunity for our business to propel and excel in our intended markets, benefiting from the support of the concerned institutions and trade bodies. In addition with the country increasingly becoming an economic hub, we foresee a demand for high quality business communication solutions. Through undertaking our business activities professionally, we foresee that it should not be too difficult to gain market acceptance if we deliver the final service timeously and of good quality, at competitive rates.

3.3 Sales Literature

The business will begin with a general services brochure establishing the positioning of the company and services clients are able to benefit from. These shall be designed for the decision-makers ensuring they are not too technical, but short and concise. Literature and mailings shall also be designed in such a way that they establish a high-quality look and feel, in order to create and fulfill the right sense of professionalism. Breakfast seminars shall be undertaken in the initial period of the project targeting decision-makers and ensuring they understand the benefits of our services in today’s business environment. Another important marketing tool will be CD-ROMS. These shall be targeted at business executives who often do not have much time on their hands and are looking at utilizing every second productively. These CD-ROMS shall be most useful as they will listen to them whilst in transit from one business meeting to another.

We also intend to have well designed posters, table tents, T-shirts, mouse pads, keys-holders, and mugs distributed at strategic points and procured through reputable manufacturers so as not to compromise on quality. Potential strategic points for our literature include hotels, lodges, computer hardware and software distributors amongst others.

3.4 Technology

Aero Technologies will strive to maintain the latest business communication hardware and software capabilities so as to ensure we are continuously at the forefront in our market arena. The one certainty in our industry is that technology will continue to evolve and develop, changing what we market as well as how we market it. Our aim will be to be aware of the implications of this new technology and utilize it in our existing framework where possible. Complete presentation facilities for preparation and delivery of multimedia presentations on Macintosh or Windows machines, in formats that include on-disk presentation or video presentation are also possibilities that still are being looked into. We also intend to have the latest and most efficient software in place to enable smooth operations. Please see the capital equipment for further details.

3.5 Future Products and Services

In putting the project together we have attempted to offer enough services to allow us to always be in demand by our clients. However, technological developments have provided us with a new era of opportunities for the various organizations in which we can only guess at the needs. For example, current rapid innovations/ development of Wireless Application Protocol (WAP) technology, which is seeing a new service being introduced almost on a fortnightly basis overseas, presents an opportunity to be realized, particularly focusing on WAP enabled cellphones that enable individuals to access or send their email messages over the cellphone. There is also the possibility to introduce video-conferencing, as we will have the necessary infrastructure in place. Applications such as banking by cellphone, online telephone directories and delivery of breaking news headlines are also future services to be utilized. However, the most important factor in developing future services will be market need. Our understanding of the needs of our target market segments will be one of our competitive advantages. It is critical to our effort to develop the right new services.

Market Analysis Summary how to do a market analysis for your business plan.">

We are today experiencing a rapid growth in the economy of unsurpassed nature. This has been brought about by, amongst other things, the relaxation of foreign exchange policies and macroeconomic policies geared towards attracting foreign investors into the country. The fiscal and monetary policies of the government geared towards maintaining growth with social justice have largely contributed towards this, evidenced by our economy averaging a growth rate of 7% since 1990 — very high by international standards.

The current drive and emphasis by the government on diversification of the industrial base away from the minerals sector presents an opportunity for Aero Technologies to make a valuable contribution towards achieving this goal. This will result in implementation of modern Information Technology services and techniques, and transfer of knowledge.

Aware of the fact that we will be operating in a predominantly infant market we intend to ensure that our marketing strategies are considerate of the importance of the fit between our services capabilities and benefits, and the target market, so as to develop a strong sustainable competitive position in the market. As a result we intend to implement a niche marketing strategy, focusing on certain target markets.

It should be appreciated that entering such a market is not a bed of roses, particularly considering its infancy and hence the intention will be to implement an aggressive marketing strategy, well supported by the other business functions. The above prognosis influenced our decision to enter the IT business communication service provision/consultancy industry.

4.1 Market Segmentation

We will be focusing on proactive, market seeking organizations, who want to sell into markets in the region and overseas. These are mostly larger companies, and occasionally medium-sized companies.

Our most important group of potential customers are business executives in large, medium and small corporations. These are marketing managers, general managers, sales managers, sometimes charged with international focus and sometimes charged with market or even specific channel focus. They do not want to waste their time or money looking for bargain information or questionable expertise. As they go into markets looking at new opportunities, they are very sensitive to risking their company’s name and reputation. Hence the need to professionally market our services and business as a whole, offering impeccable expertise. Our intention will be to offer an attractive development alternative to the company that is management constrained and unable to address opportunities in new markets and new market segments due to technological shortfalls.

Integrated communications business plan, market analysis summary chart image

4.2 Target Market Segment Strategy

Our marketing strategy will be based mainly on making the right service(s) available to the right target customer. We will ensure that our services’ prices take into consideration organizations’/peoples’ budgets, and that these people appreciate the service and know that it exists, including where to find it. The marketing will convey the sense of quality in every picture, every promotion, and every publication. Our intention will be to target those innovative or proactive companies contemplating transferring a part of their marketing activities on the Internet, in order to benefit from the advantages offered by this unique system of communication. We realize the need to focus our marketing message and our service offerings. We need to develop our message, communicate it, and make good on it.

4.2.1 Market Needs

Aero Technologies intends to provide customers with the necessary systems and services to provide cutting-edge customer service, by essentially offering a certain spectrum of communications solutions, primarily the interaction applications.

We understand that our target markets need more than just continuous communication and information from their various stakeholders, but communication and information that will enable them to make more informed decisions and transactions at the earliest opportunity. We don’t just intend to provide a service(s), but to provide one of unparalleled nature relative to the market. Our target market are not businesses that want to make decisions solely on the basis of price, but instead are mainly concerned with having reliable providers of expertise and a good communications network in place.

4.2.2 Market Trends

Today we are passing through a technological discontinuity of epic proportions. The growth of the Internet shows no signs of abating and has profound implications for businesses not only in Africa, but also throughout the world. Though e-commerce is largely developed country-led, with the Americas and Europe in the forefront, this is slowly changing with more and more servers being set up in Asian and African countries, Botswana being no exception. As e-commerce knows no boundaries the intention of Aero Technologies will be to assist clients in undertaking communication and transactions with ease, initially on a regional level, but also at the global level. This has resulted in the significant trend toward greater international sales and communication between organizations throughout the world. Another important trend is the one toward greater use of specialized and focused consultants, instead of in-house resources. Companies are increasingly looking for more out-sourcing and, in general, a preference for variable costs instead of fixed costs. This shall have important implications on the acceptance of our services on the market.

In summary, the range and volume of products sold online are likely to increase vastly in the future, expanding the size and value of the electronic market. However, encouragement may be obtained from the fact that in its pursuit of diversification the Government of Botswana would very much encourage an additional player in the e-commerce market, provided they are of the right caliber and beneficial to the economy as a whole.

4.3 Service Business Analysis

A general market study about the benefits of wireless technology undertaken by Ovum Research, an international research company, was conducted on the use of cellular data communications and other conferencing facilities. The study notes that with the provision of wireless technology to various sub-Saharan countries, telecommunications systems could be profitably established.

The art of m-commerce relies on the convergence of Internet technologies, mobile devices, cellular phones, band-width and a whole lot of companies champing at the bit of m-commerce. M-commerce is about being able to transact business through any portable intelligent device and some of the greatest growth in the m-commerce arena is coming from the development of the cellular phone. The one wireless standard uniting and gaining momentum in the use of personal digital assistants (PDA) is the Wireless Application Protocol (WAP). This protocol uses wireless means to connect any mobile device to specific Internet information. The computing device has to be WAP enabling and only a few Internet sites have been set up to cope with WAP transactions.

It is an obvious fact that the wireless revolution will have a positive impact on the economic and social development of Africa. Africa’s critical requirement is to build infrastructure. Wireless technology overcomes infrastructure costs of setting up fixed lines. International research has projected that wireless portals will become a US$42 billion revenue opportunity by 2005 as mobile users, including those in Africa, increasingly shift their businesses and other transactions from PCs to their handsets. Banking, email, surfing the Web, and even shopping will now be done anywhere and at any time.

There is a significant demand for WAP, with the prime candidate being small businesses, sales forces, and field support engineers as well as growing numbers of mobile managers equipped with PCs and cellular phones. In this way WAP is an important step toward third-generation mobile networks.

New WAP enabling phones provide the user with email, personal organizer and the ability to check bank accounts, time schedules, restaurant menus and more. All these online interactive services are especially written and formatted to be accessed on cellular phones. The growing popularity of WAP phones (currently 25,000 in South Africa alone) has meant that a number of companies are developing Internet sites with the content to service the WAP devices on the market.

The above analysis indicates how the wireless technology will revolutionize African business and particularly the small businesses run by individuals that may not be able to afford the luxury of a PC but will always need a phone and acquire the same services offered by the PC through their mobile phones. It should also be noted that the IT industry is an environment where small niche players and developers can compete with the larger groups and corporations. An individual can have the vision or development skills to deliver a meaningful concept, product or service, but the weak links in this process are the focus to end-user requirements, financial support in the development stages and the effective channels to market for the finished product or service.

4.3.1 Competition and Buying Patterns

The key element in purchase or subscription decisions made at the company’s client level is trust in the professional reputation and reliability of the firm. The most important factor in this market will be the quality of the service. This is particularly so considering the potential impact e-commerce will have on organizations meeting their bottom lines. The very nature of our services dictates that occasionally the pricing of our projects and billing rates will be variable, as different clients require different needs to be fulfilled in variable industry environments.

In our line of business clients rarely compare service providers directly, looking for two, or more, possible providers of a proposed project or job. Usually they follow word-of-mouth recommendations and either go for the job or not, rather than selecting from a menu of possible providers.

The most important element of general competition, by far, is what it takes to keep clients for repeat business. It is worth making concessions in any single service to maintain a client relationship that brings the client back for future services — realizing customer-lifetime value.

4.3.2 Main Competitors

In identifying competition in this new concept market, we find few companies currently offering services similar to ours. There are numerous providers of the older established ancillary services including traditional call centres. Hence there will be a need to strongly differentiate ourselves from these other businesses and market the benefit of utilizing our service(s). However on a broader scale our competition comes in several forms:

  • The most significant competition will be the traditional communication systems currently in place within the respective organizations, particularly considering advances in technology enabling these organizations (potential clients) to better handle their calls, inquiries, and transactions. Many organizations are currently investing in technological instruments that will enable them to better handle their customers. This is particularly so considering the advances that have been made in terms of customer relationship management and all its related hardware and software programs, many of which have not yet been fully exposed on the local and African markets. The current onset and wave of customer relationship management overseas does pose a serious challenge for Aero Technologies’s intended services, as they are bound to infiltrate into the region in the form of software programs and hardware components.
  • The increasing investment in training by organizations also represents competition in the area of intent. With organizations striving to instill a performance culture through training there will be a need to market the benefits of utilizing our service in conjunction with these organizations’ respective communications systems. This is due to the fact that these same organizations may feel that there is no need to utilize our service(s) as they would have invested large amounts into hardware and customer handling training of front office personnel.
  • Major potential competitors will include all those service providers that offer Internet, email, e-commerce, and other related services to the market. Examples include (Discussion omitted). These companies already have a firm footing in their Internet businesses and are carefully analyzing the prospects of e-commerce.
  • Though currently not engaged in e-commerce, numerous other IT, marketing and advertising companies are also contemplating entering this market. They are seeking to utilize or focus on their core competencies in their respective markets, whilst taking advantage of the technological revolution in conjunction with strategic partners who are well versed in the technical aspects. The recent installation of a top-of-the range computer network (with Internet) system by FFF is one case in point, as they seek to tap the vast opportunity presented by e-commerce. The majority of these have alliances with international firms.

However, upon closer analysis of the above competitors it may be observed that several of these potential competitors also represent client opportunities to be realized by us.

4.3.3 Distributing a Service

Service provision and consulting will be sold and purchased mainly on a word-of-mouth basis, with relationships and previous experience being, by far, the most important factor. In this regard we intend to provide a service that exceeds customer expectations so as to ensure they refer us to potential clients through word-of-mouth. New business shall be developed through industry associations, business associations, and in some cases, social associations such as country clubs.

As our services are relatively new on both the Botswana and regional markets we intend to host breakfast seminars and workshops primarily for senior managers and decision-makers, who may benefit from our services. This function will involve a considerable amount of networking on our part, as these individuals often do not have a lot of spare time.

Strategy and Implementation Summary

Initially, Aero Technologies will focus on the local and regional markets in the previously mentioned services. The target customers will include key decision-makers in the large, medium, and small-sized organizations, be they in a start-up, stable, or growth period.

Our marketing strategy will emphasize focus. This will be the key. We are a relatively new company on the market and must focus on certain kinds of services with certain kinds of clients. The project will focus on the local and regional markets, expanding into the international markets as time progresses, and as we gain the necessary experience. The form of growth that shall be initially pursued will be that of organic growth mainly due to limited resources and the need to instill awareness and confidence in our services. The target customers will include key decision-makers, sales and marketing personnel involved in decision-making and transaction sealing.

  • We intend to build image and awareness through consistency and distinctiveness in our service provision.
  • We intend to focus on delivering quality services and end products that in turn produces good referrals, which can then generate revenue.
  • We intend to always have a relatively heavy personal selling component to our marketing.

Our strategy is to (Discussion omitted).

Through the implementation of a fair, effective and competitive remuneration policy we intend to optimize our human resource output and advancement. We need the right people in the right place at the right time if we are to ensure optimum growth. We intend to develop our team so that our people can grow as the company grows — a mutually beneficial relationship. As a result we intend to vigorously search and find the right people for our organization.

5.1 Competitive Edge

A key factor to the future success of this project is the background and experience of the management team and strategic partners, and their ability to work the market based on an innate understanding of both the business processes and market structures. The delivery of whole, end-to-end solutions will have a significant impact on gaining commitment from the market at all levels. Therefore, the company believes in partnering with its customers to bring the future in communication and information technology into the customer contact zone. Inevitably this shall involve constant liaison with the client, a customer-centric approach that is need-based.

5.2 Marketing Strategy

One core element of our strategy will be that of differentiation from our competitors. In terms of marketing, we intend to sell our company as a differentiated strategic ally, not just our services. In price, we intend to offer reasonable and competitive prices in comparison to competition and we need to be able to sustain that. Market penetration through lower prices shall be undertaken where need be whilst premium pricing in the case of high quality services targeted at the upper-end of the market. Our service marketing will strive to ensure that we establish long-term relationships with clients. Our primary intention will be to sell a relationship more than services.

Our service marketing will emphasize the benefits of speed, interaction and flexibility to be gained from utilizing our services. The approach will be entirely needs-driven and a thorough understanding of the business requirements, business processes and technology strategy of the customer being the basis on which an Aero Technologies solution will be built. Once the needs and processes are understood and described, leading edge products and best-of-industry skills will be applied to design and develop a fitting solution to satisfy the need and enable the customer’s business in the most cost effective way.

5.2.1 Positioning Statement

Aero Technologies intends to be uniquely positioned to help customers apply communication and information technology products and skills to meet the challenges facing their businesses today. Our competitive edge will be our dominance of the market as early entrants, customer orientation and traditional hard work. Though our clients might range from large corporations to medium or even small businesses, what is important to the client irrespective of the size or industry is total satisfaction with the end product matched to their capabilities and resources.

5.2.2 Pricing Strategy

Aero Technologies will be competitively priced in relation to the dictates of the market. The pricing fits with the general positioning of Aero Technologies as providing high-level quality service and expertise. Due to the introductory nature of the vast majority of our services we intend to implement a penetration pricing strategy which will ensure that potential clients are not frightened away by our prices up until our services are appreciated and fully operational. However this will dictate that our costs are prudently kept so as to ensure our financial goals come to fruition. Once development of the online applications is completed it is our intention to charge a monthly/six-monthly, or whichever the client prefers, recurring fee which will be charged to their account. This fee will be worked out in such a way that it covers for operating expenses as much as possible (Discussion omitted).

We will make sure that we charge for the service, expertise and any delivery with our aim being to achieve a gross profit margin of at least 60%. Naturally services targeted at the higher end of the market will have higher mark ups as these clients are less price sensitive. All in all we intend our prices to be extremely competitive on the market.

5.2.3 Promotion Strategy

Aero Technologies intends to utilize an aggressive promotional campaign to introduce its business units to the market. The intention will be to take advantage of several media sources in announcing the services and in the process reinforcing awareness of its existence. It should be stressed that these promotional campaigns shall be designed in such a way that they do not undermine the organization’s current corporate image but instead enhance it.

Our promotional activities shall be focused towards driving the organization’s overall strategy relentlessly, developing internal consistency and preparing it to confront any radical changes that may arise. This strategy will be based primarily on informing potential customers of the existence of our services and making the right information available to our target customer. The intention will be to highlight the benefit of utilizing our service(s) which will include:

  • Ease of communication
  • Improved corporate logistics
  • Cost savings on transactions
  • Chance to maintain if not improve the corporate image
  • Improvements in the operations of the value chain
  • Chance to improve corporate visibility regionally as well as globally, and develop niche strategies.

In such a market we cannot afford to appear in or produce second-rate material with poor labels that make our services look less than they are. We intend to leverage our presence using quality brochures and other sales literature, including promotional material such as pens, complimentary slips and pads. We intend to spread the word about our business through the following:

  • Advertising (Discussion omitted)
  • Personal Selling (Discussion omitted)
  • Public Relations (Discussion omitted)
  • Events (Discussion omitted)
  • Direct Marketing (Discussion omitted)
  • Internet Marketing (Discussion omitted).

In all the above we intend to communicate our ability to deliver a service of uncompromised nature and high quality that will satisfy the clients needs. Hence our messages will influence the decisions of prospective clients by emphasizing our unique selling proposition and, persuade prospective clients that we are different from our competitors. All the above promotional tools shall be well integrated and utilized in concert so as to maximize their effect.

5.3 Sales Strategy

The sales forecast monthly table is included in the appendix. The annual sales projections are included here. It should be noted that as we become established and known on the market we project sales to increase at a faster rate than during the initial year.

5.3.1 Sales Forecast

Aero Technologies will receive its revenue streams from a combination of licensing agreements, royalties, sales commissions, monthly subscriptions, registration fees, network access charges, service fees, transaction charges, marketing fees, promotional incentive programs, etc. From this one can see the heavy service orientation nature of the project. The derived value of Aero Technologies will come from the key partnerships established and developed in order to deliver a service provision of transactionally based activities, providing opportunity to build brand and loyalty, around which relationship marketing will play a key role.

Integrated communications business plan, strategy and implementation summary chart image

5.4 Strategic Alliances

In today’s volatile and competitive environment it is becoming increasingly essential for organizations to concentrate on their core activities so as to gain and maintain a competitive advantage. This brings out the advantage of undertaking strategic alliances with organizations that the firm may benefit from and visa versa. The solid partnerships the company intends to entrench with several companies will ensure that its solutions are world-class, best-of-breed products and systems. They will also reassure our customers that they are investing in “winning” technology and service that is maintainable, flexible and scalable enough to meet future demands.

At this writing, strategic alliances with several firms are possibilities, including JJJ and KKK given the content of existing interest and discussions. By going into strategic partnerships with suitable organizations we intend to benefit from being able to concentrate on our core activities in the delivery of our service(s) to the end-user, whilst ensuring that we do not have to compromise on quality of execution or the number of services we are able to deliver.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

The human resources element shall be an essential component in the delivery of the total service. By encouraging all employees close to our clients to think tactically about what the projects’ service offerings should be, and by having enthusiastic, capable and empowered people interacting with our clients, we intend to build the competitive advantage of being able to comprehensively meet our clients’ needs. We also intend to give our teams enough leverage in decision-making (empowerment) in order to ensure that clients are handled promptly and to reduce lead-time in actual delivery of the service.

There will be a need to evaluate jobs and remuneration packages against market benchmarks to ensure they are competitive. These principles extend to accident, medical, death and welfare benefits such as (but not limited to) support for housing finance, education and training. Consonant with its efforts to create added value by employees, Aero Technologies seeks to negotiate the provision of incentive pay delivery mechanisms against achievement of agreed targets relating to accomplishment in the areas of customer satisfaction, service provision, and other specific successes, that is, the implementation of an effective performance management system.

6.1 Organizational Structure

The organization structure the business units shall take will be that of a matrix structure where staff reports into a functional structure but are grouped together in project or product focus teams when necessary. A project focus team will typically be headed up by a project manager or supervisor, while a service/product focus team will typically be headed by another supervisor. In a highly volatile industry and environment, with increased competition and market entry, we recognize the need to be constantly changing so as to adapt to the prevailing environment. Hence we intend to have in place a highly flexible structure allowing for the above to be undertaken swiftly and smoothly. It shall be noted that the customer will be the focus in all instances as we strive to provide the ideal custom-designed service(s).

The following main functional groupings are to be recommended:

  • Sales & Marketing
  • Professional Services
  • Customer Service
  • Logistics 

6.2 Management Team

Management style will reflect the participation of the shareholders. The company intends to respect its community and treat all employees well. We will develop and nurture the company as community. We do not intend to be very hierarchical. Management’s ongoing initiatives to drive sales, market share, and productivity will provide additional impetus (Discussion omitted).

6.3 Personnel Plan

The detailed monthly personnel plan for the first year is included in the appendix. The annual personnel estimates are included here. We believe this plan is an acceptable compromise between fairness and expedience, and meets the commitments of our vision and ethos. We do not intend to be a large organization or “top heavy” as our industry does not require our doing so. We want the company to stay lean and flexible so that we can respond to a client’s needs quickly. However as we expand and increase in size (increase in our client base) we do expect to increase our personnel.

We intend to compensate our personnel well, so as to retain their invaluable expertise and to ensure job satisfaction and enrichment through delegation of authority. Our compensation will include health care, generous profit sharing, plus a minimum of three weeks vacation. Since multifunctional teams have to be established there is need to establish a support system that will enable members to easily work together effectively, meshing well with each others’ activities. This will also allow members of a team to appreciate the implications of the concerns and issues that may be expressed by their colleagues. All the above point to the fact that there is need to instill a good corporate culture that nurtures a fruitful working relationship amongst all individuals/team members.

In-house training shall be continuous with regular external training being undertaken particularly following any new developments in the market. This is so as to ensure that we are continuously able to anticipate our markets needs — a proactive approach, which is so essential if we are to gain and maintain a competitive advantage (Discussion omitted).

Financial Plan investor-ready personnel plan .">

We want to finance growth mainly through cash flow and equity. We recognize that this means we will have to grow more slowly than we might like.

The most important factor in our case is collection days. We can’t push our clients hard on collection days, because they are in larger companies and will normally have marketing authority, not financial authority. Therefore we need to develop a permanent system of receivables financing, using one of the established accounting systems. In turn we intend to ensure that our investors are compatible with our growth plan, management style and vision. Compatibility in this regard means:

  • A fundamental respect for giving our customers value, and for maintaining a healthy and congenial workplace.
  • Respect for realistic forecasts, and conservative cash flow and financial management.
  • Cash flow as first priority, growth second, profits third.
  • Willingness to follow the project objectives and contribute valuable input to strategy and implementation decisions.

With sufficient working capital the forecasted revenues and sales should be within the forecasted market demands for the company’s services. From the second year onwards, the various divisions should be able to bring in adequate sales revenues. It is assumed that by then the objective of investing in computer equipment and retraining will have taken effect, the trained technicians will have become adept at their crafts and new service offers for corporate clients will be added to the company’s product line on a regular basis.

7.1 Important Assumptions

The financial plan depends on important assumptions, most of which are shown in the following table as annual assumptions. The monthly assumptions are included in the appendix. From the beginning, we recognize that collection days are critical, but not a factor we can influence easily. At least we are planning on the problem, and dealing with it. Interest rates, tax rates, and personnel burden are based on conservative assumptions.

Some of the more important underlying assumptions are:

  • We assume a strong economy, without major recession.
  • We assume, of course, that there are no unforeseen changes in economic policy to make our clients’ products immediately obsolete, though we do forecast technological changes.

7.2 Key Financial Indicators

We foresee a slow initial growth in sales, though operating expenses will be relatively high, and a bump in our sales and revenue generation as we spread our services during expansion.

Collection days are very important. We do not want to let our average collection days get above the client’s actual subscription period under any circumstances. This could cause a serious problem with cash flow, because our working capital situation is chronically tight. However, we recognize that we cannot control this factor easily, because of the relationship we wish to create with our clients.

Integrated communications business plan, financial plan chart image

7.3 Break-even Analysis

Our Break-even Analysis will be based on running costs, that is, costs we shall incur in keeping the business running, including salaries and wages, rent, computer maintenance costs, water and electricity, and insurance amongst others. Hence many fixed costs shall be included in these costs. We will thus ensure that our sales levels are running comfortably above break-even.

The following table summarizes our break-even analysis.

Integrated communications business plan, financial plan chart image

7.4 Projected Profit and Loss

The following table presents the profit and loss information for Aero Technologies.

Initial marketing and training expenses will be relatively high as we seek to become known on the market and staff get trained in provision of our services. This will be brought about by the development of sales literature, advertising expenses, function expenses including lunches and dinners with interested stakeholders. As our market share increases and capital is generated, further marketing programs and the expansion of those in existence at the time will be undertaken, to ensure market development. However with time these programs will start generating revenue for the business, which we shall in turn reinvest.

Integrated communications business plan, financial plan chart image

7.5 Projected Cash Flow

The chart and table below provide details to the company’s cash flow situation. The chart shows a monthly breakdown while the table shows a year-end statement.

Integrated communications business plan, financial plan chart image

7.6 Projected Balance Sheet

The Balance Sheet below highlights the important numbers for the company.

7.7 Business Ratios

The following table presents important business ratios for Aero Technology. These figures come from the communications services industry, as determined by the Standard Industry Classification (SIC) Index.

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Corporate Communications Plan: The Roadmap for Success

communications agency business plan

Learn how a Fortune 50 hires the best people

Successful companies are strategic with the way they communicate. In fact, developing a corporate communications plan can be one of the most important ways to build a stronger brand.

Trust is created by the ways that businesses share authentically about themselves and how they respond to difficult situations.

Communications teams benefit from putting a lot of effort into the way they craft messaging and tell stories about their brand. And those that are most equipped to handle challenges and adapt to change are the ones that have plans in place.  

A 2019 study showed that 96% of people think the businesses they deal with could improve when it comes to communication and project management. So clearly this is something more businesses need to address!

Let’s explore what successful corporate communications plans include and have in common, and how they can benefit your organization.

What is a Corporate Communications Plan?

A corporate communications plan is the framework for how a business shares messages internally and externally. You can think of it as the roadmap for how a company communicates with their stakeholders, employees, customers, the media, and regulators. 

Part of the plan includes what information to share, who the target audience is, how frequently to provide updates, and what channels are the best to relay these messages.

Having a plan in place shapes how a company will handle communications during times of crisis, change, and launches of campaigns and new products.

What Are the Types of Corporate Communications?

The two main types of corporate communications are:

Internal Communications: How a business shares information with its employees, leadership teams, managers, and board members. 

The interactions can be formal modes of communications such as all-hands meetings to discuss strategic initiatives and performance, updates about organizational changes, company newsletters , and internal memos about policy changes. 

Or they can also include more informal communication like using messaging apps to collaborate, welcoming new hires, celebrating work anniversaries, or sharing details on winning new business.

External Communications: Any information shared outside of the organization. 

Whether it is a formal press release or branded content on social media, these communications build the company’s public image and impact the perception of a brand and its products or services. 

Marketing, content, and advertising created by the company to promote it are included as external communication methods. 

Press releases and financial reporting are another way that companies share messaging about the organization with the outside world.  

Why is Having a Corporate Communications Plan Important?

Corporate communications plans lead to sharing clearer and better messages with your target audience. 

Whether that audience includes your own employees or potential customers, you want to be heard in the right place and at the right time. Setting up a framework to achieve that is essential. 

Sometimes you might be thrown a curveball, and a communications plan will help your business be prepared for any unexpected changes or crises that come your way. 

Surprisingly, a JOTW Communications Survey showed that 59% of communicators say they have a communications strategy drafted, but only 45% admit to having a documented crisis communications plan.

Having a plan in place will also allow for speedier recovery to any public relations issues. For example, responding to negative feedback and being open about mistakes can build trust with your brand and get you back on the right track in the eyes of customers and potential clients.

Communicating effectively and transparently shows that your brand values engagement by taking a proactive approach to be included in conversations about your brand or industry. 

A corporate communications plan for internal communications will also help define and build a transparent company culture. This can improve employee engagement by keeping team members included in conversations about where the company is heading and what it values.

If there are sudden changes on a team, you’ll be better able to communicate the changes in a way that makes employees feel comfortable and cared for if you have a plan for how to share that information first for those immediately affected and then across the company.

What Should A Corporate Communications Plan Include?

It takes time and consideration to develop an effective corporate communications plan. You’ll want to include details for the objectives, approach, and tracking measures for the goals of your messaging.

In simple terms, you’ll want to include the who, what, when, where, why, and how.

Here are the elements your corporate communications plan needs:

  • Target Audiences – these are the groups of stakeholders that will be receiving the messages. They could be employees, customers, media members, investors, leadership teams, and managers. Age, location, job level, interests, and lifestyle are all helpful to know about the receivers of your messaging.
  • Objectives – most communications are created with a call to action or a desired outcome in mind — these are your ultimate objectives or goals. They should be tied to your overall organizational goals to drive business outcomes.
  • Message content – what you want to say and what you are trying to help your readers understand. Tone and personality are important to formulate in your message to get your reader’s attention.
  • Distribution strategy – the channels and venues that your communications will be delivered on are an important aspect of the communications plan. Paid, earned, owned, and shared media channels have different benefits for reaching audiences.
  • Frequency – how often you will be sharing or updating content to reach your target audience. This will depend on your team’s budget and resources, as well as an understanding of your target audience and being mindful of attention fatigue. 
  • Measures of evaluation – how you’ll know if your communications were successful. These should be highly attached to your objectives and goals so that you can track progress and understand areas for improvement.  

How to Create a Corporate Communications Plan

You can follow these steps to design a corporate communications plan that is thorough and takes into account the many facets that go into a successful communications strategy.

1. Establish goals

Pick 3-5 measurable goals for your communication plan. They could be connected to brand awareness like increasing website traffic or generated a certain number of new leads.

Or they could be related to employee engagement, such as increasing the employee satisfaction score on your next survey or increasing the number of shares of branded content.

2. Set a clear process

Knowing the steps involved to launch a communications campaign and having teams on board with the process will ensure that your plan is scalable.

Document the steps involved from content creation to distribution to collecting feedback and share those with any teams that are included in the action.

You should also define clear roles for who will be involved in creating the communications and which stakeholders need to be involved for approving messages and compliance.

3. Identify and segment targets

Take time to think through who your target audience will be and how they may be different. Knowing your audiences can help you tailor your content and tone to appeal to audiences.

Use customer analysis and social listening to determine your audience’s preferred social channels and the best forms of content to encourage visibility of your content.

The way your company shares information with employees will likely be different than how it presents to the board or investors so it’s important to segment your audiences.

4. Develop key messages

Craft the copy and creative materials needed to effectively communicate your messaging. Think about what you are trying to articulate and how it could be conveyed in the clearest and understandable way for your target audience.

The content-type should also be considered — should the message be shared in a meeting or email or video? How can the audience react and ask questions about the announcement? These are all questions to consider when creating the content for both internal and external communications.

5. Choose a channel strategy

You’ll need to determine the channels and frequency of your communications to meet your goals. 

For example, if your communication strategy is for internal communications you’ll evaluate whether an email or meeting is the best way to share the news. 

Do teams prefer shorter, weekly updates or to get more information at the end of the month? Get feedback from your audiences to determine what makes the most sense for your communication cadence.

6. Measure objectives and progress

Before you start implementing your plan, think through how you can measure success for your communications with metrics like reach, open rates, and engagement.

That way you will be set up to continuously improve your content strategy and messaging. 

Collect feedback from employees or customers on how to improve your messaging and enact these changes so that you are don’t run the risk of turning off or disengaging your audience.   

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What are the Main Channels for Corporate Communications?

Companies have many software platforms and tools to choose from that can help streamline communications. You’ll want to use a mix of communication channels to achieve different goals.

For external communications, social networks, media publications, and videoconferencing are some of the most effective ways to reach potential customers and grow brand awareness. 

All of the content that you publish on your website reflects the values and goals of your brand and can be a powerful way to make connections by providing valuable resources to potential buyers.

For internal project communication, email and messaging apps are the easiest ways for people to collaborate at an organization. They make it easy to share files and resources, get input from colleagues, and track project status updates. 

Internal blogs, company newsletters, and intranets are some examples of methods that companies have used to keep employees informed and connected.

For building company culture and employee engagement, internal enterprise social networking platforms provide a more flexible and easy to use way to share company content. 

Employee advocacy for corporate communications

Employee advocacy platforms like EveryoneSocial make it easy to link to external social networks, bridging the gap between internal company conversations and sharing them externally to strengthen brand engagement.

Press releases are important tools for sharing announcements and launching new products. And those efforts can be amplified when you have employees that want to share that content to their own networks, as well.

Beyond externally distributing communication messages, EveryoneSocial has unique features that keep your people engaged, connected, and informed — no matter where they are working. 

For example, some features for communications include: 

  • Internal newsletters
  • Push notifications
  • Mobile apps
  • Real-time messaging
  • Follow company employees
  • Tag employees on important info
  • Read-only content

EveryoneSocial platform sample post showing corporate communications.

Want to learn more about how Everyone Social can be used to improve your corporate communication plan? Schedule your demo with us and we’ll share how some of our enterprise customers are communicating better by enabling their workforce with EveryoneSocial!

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More from Everyonesocial Customers

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Good communication is a very important aspect of our lives.

A business with struggling internal and external communications often lags behind in growth and suffers from poor employee retention.

That is why most organizations learn how to create a  business communication  plan.

This ensures that the company won’t fall prey to any of the pitfalls above and ensures seamless communication.

Don’t know how to start creating a communications plan? No problem. With Venngage’s plan templates, you can design effective plans without design experience.

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  • What is a communication plan in business ?

What are the benefits of having a good business plan communication?

Examples of business communication strategies, business communication plan templates, what is a communication plan in business.

Business communication can be divided into two categories: internal and external.

Internal communications deal with how effectively anybody within the company communicates with each other.

It deals with issues regarding the flow of information, processes, and ideas in more specific terms.

On the other hand, the external part deals more with communication with the shareholders and the customers.

However, an internal communication plan, like this project plan template , is effective if the target audience in the organization understands and embraces it.

Simple Business Communication Plan Template

CREATE THIS PLAN TEMPLATE

It is not as simple as putting all those strategies in a manual, handing them out to your employees, and telling them to go nuts with it. Obviously, that won’t work.

A good communication plan needs to be able to seep itself slowly but effectively into your company’s culture and values.

Employees need to eat, sleep, and breathe good communication.

This is the reason why you need to have solid communication strategies in business . Be strategic about it, like with this crisis communication plan, and include some out-of-the-box ideas.

A business communication plan needs to have consistency, variety, informativeness, and entertainment.

Simple Crisis Business Communication Plan Template

That is what we want to help you with today. We want to give exciting business plan strategies that you can implement to boost your organization’s communication exponentially.

But before we go into that, let us dive into the importance of a communication plan.

Once your branding has been imported, you can add your  brand colors  to all templates with one click.

Related: 8 Steps to Create an Actionable Employee Development Plan [with Templates & Examples]

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Let us get to know first what great things will happen if communication is seamless within the company.

Things get done faster.

Nonprofit Healthcare Business Communication Plan Fact Sheet Template

You can also use this template to convince investors and partners about the benefits of working with your company.

Design infographics like the above example using Venngage’s extensive icon library. We offer 40,000 icons as well as diverse people icons .

With a good business communication plan, the target audience within the organization knows the proper flow of information and absorbs the key messages.

Employees will also know whom they can talk to about certain things and whom they can’t talk to. The result? The communication strategy will help tasks around the company get done faster.

Solving issues and problems is quicker.

Problems and issues will always arise if you have a thriving business. Whether it’s logistics, sales, marketing, operations, etc., challenges abound almost daily.

For example, this sales action plan outlines how the business works, as well as performance indicators. This will help team members understand the budget and their goals.

Gradient Sales Action Business Communication Plan Template

With good communication channels, any issues with workflow get solved faster, and the company keeps moving forward and growing.

Design plans effectively with Venngage’s real-time collaboration feature, available with every Venngage Business account.

Employees feel more valued.

A company that fosters great internal communications with its people will always gain the latter’s loyalty. That loyalty can kick-start a lot of things like better efficiency and output.

Teams will also grow closer and form bonds. That is when the company can maximize even a small workforce.

Related:  How to Improve Employee Engagement with Visuals

Customer service improves.

Good communication plans also extend to one’s target audience. Customers always love swift, timely, and helpful responses.

A customer service mind map, like this example below, will make it easier for businesses to keep customers happy.

Gradient Customer Service Mind Map Template

CREATE THIS MIND MAP TEMPLATE

If your company knows how to communicate its key messages with customers properly, you will react quicker than if you do not.

Employee retention rate increases.

What happens when employees feel more valued and have an easier time communicating with each other?

You get a lot of people willing to stay for a long time.

Bad employee retention rates cost companies a lot of money and task stagnation. Create an internal communication plan to manage this strategy, like this performance review process mind map.

Simple Performance Review Mind Map Template

Pair the communications strategy with effective communication channels to boost employee retention.

Create personalized documents with the  Venngage for Business  account. You can upload your own images to the editor. Or use one of the images from Venngage’s stock photo library.

Now that we have learned the benefits of a great business communication plan, let’s find out some of the most effective and exciting strategies out there.

Integrate fun videos into your communications strategy

If you want a good business communication plan example, then think of a video.

It’s no secret that videos can help people be more engaged, learn effectively compared to reading and writing, and understand key messages faster.

This one is really a no-brainer for external and internal communications.

An example of video communication is this video series about racial healing.

Other good examples of using videos in your business plan communication are monthly messages from the CEO.

Challenges and appreciative messages from the head of the company can easily be relayed to the employees. This is something that your people will surely love.

What is a communications strategy that works? Scheduled open meetings.

Scheduled open meetings are helpful for the company’s growth and can be something employees really look forward to.

How are they impactful for internal communications? And why should they be included in a communications strategy mind map, like this one? There are several great benefits that we should talk about.

Business Communication Plan Mind Map Template

First, open meetings encourage employees to share their thoughts and ideas.

This allows people to help grow into leadership roles while helping the company flourish by getting lots of fresh ideas.

Secondly, it can also be a place for employees to give their feedback. This helps the company continuously learn how their people feel so they can adjust accordingly.

Lastly, open meetings help empower employees and make them feel that they have a voice within the company. Issues also get resolved faster through these meetings.

For these reasons, every internal communication plan should include room for open meetings.

How to create a communication plan? Employee newsletters.

Another asset that should be added to an internal communication plan is employee newsletters , like this example.

All-Company Business Communication Newsletter Template

CREATE THIS NEWSLETTER TEMPLATE

These help teams easily assimilate information in an entertaining and informative way.

Employee newsletters should be equal parts informative, professional, and sometimes silly.

If you look at an internal communication plan example from a company, it should include newsletters.

They are a great way to learn about new protocols, new products, and emergency news around the company, like in this reopening guide email.

Internal Back To Work Announcement Email Newsletter Template

With a  Venngage for Business  account, you can access the export as HTML feature. This makes it easier to import your design into Mailchimp or Outlook for a clickable email campaign.

Don’t forget to put stuff like fun and inspirational news about your people, whether it’s a bit personal (as long as it is still within respectable boundaries) or professional.

Related:  65+ Engaging Email Newsletter Templates and Design Tips

Good business plan communication strategies make training interesting.

During internal communications planning, the first thing that you need to think about is training or, more specifically, how you continuously and effectively train the workforce.

Jazz up your seminars by using entertaining tools like  infographics  and short videos. Infographics like a  project timeline template are also a great way to improve internal communications.

Project Plan Timeline Infographic

CREATE THIS INFOGRAPHIC TEMPLATE

Infographics are a fun and effective way to summarize data and information through the use of charts and eye-popping graphics.

Fire up the Venngage app and start making an infographic using hundreds of ready-made templates.

Use the large database of images, icons, and charts to give your training that much-needed punch.

Next, try to implement fun video slideshows in their training to keep their visual minds stimulated.

Videos are by far more effective than oral learning, so use those to your advantage.

Keep things consistent. Training shouldn’t be done just once and never again. Have a monthly training session if you can. And use visuals like this microlearning infographic.

Team Player Microlearning Infographic Template

Just make sure that you keep them entertained while you are at it.

Remember, when it comes to training, if they snooze, you lose.

Related:  How to Make Engaging Training Materials with Visuals (+ 20 Template Examples)

Another good business communication plan example? Use digital workspaces.

Digital workspaces allow teams to work and complete projects in a more efficient and timely manner.

That is why it is always a great idea to use those apps as part of your business plan communication strategy. You can adapt the communication plan below to accommodate digital workspaces.

Project Management Communication Plan Template

With digital workspaces, everything is done online, so people can work faster even if they are at home.

This also allows them to communicate and post updates wherever they are.

Best of all, every step of the project is recorded with timestamps, so everyone can easily backtrack tasks and conversations.

Related:  18+ Project Management Infographics for Pain-Free Project Planning

You now know the importance of a communications plan. Here are some templates that will help you build better plans for your company.

Nonprofit campaign communications plan template

Nonprofit Capital Campaign Timeline Infographic Template

Using colors and lines, the template divides each section so the team is completely aligned. And you can adapt the visual for other types of companies, as well.

Marketing plan template

There are so many processes in a business. Keeping managers and team members on the same page can be a challenge.

Marketing Plan Mind Map Template

This template can be customized for a variety of purposes, including creating a communications plan for a company.

Business update newsletter

We’ve already mentioned how useful newsletters are for boosting internal and external communications.

This customizable newsletter template is perfect for sharing updates with customers. It can easily be adapted to share news within a company, as well.

Business Update Newsletter

 Informational infographic template

Sharing information with employees doesn’t have to be boring. With this template, you can educate your target audience effortlessly.

The template has plenty of room to share information via text. But you can also add a diagram to illustrate your point.

Simple ADDIE Model Infographic Template

Did you know you could create Smart Diagrams  with Venngage? Look for the Smart Templates tag in the Venngage library and start creating for free.

Customer onboarding plan

What’s one of the most important facets of a customer-facing business? Onboarding the customers efficiently.

Boost your communications plan by adding the following customer onboarding process infographic .

Instruction Customer Onboarding Process Job Aid Template

This template uses text, icons, and colors to make it more readable. These elements also make the steps in the infographic easy to follow and implement.

Good communication goes a long way.

Learning how to create a communication plan means that you need to understand how to make things fun for people.

That is why you need to implement some out-of-the-box ideas and refine the more traditional ones.

Get successful at this, and your company will reap the big benefits.

Advisory boards aren’t only for executives. Join the LogRocket Content Advisory Board today →

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How to write a communication plan (with template and examples)

communications agency business plan

Communication is one of the product manager’s primary responsibilities. After all, a PM can’t do their job without effectively communicating risks, dependencies, and changes.

How To Write An Effective Communication Plan With Examples

In small companies, communication is somewhat more intuitive and often easier to manage. The problems begin to appear when the company grows.

A bigger company means more teams, more stakeholders, more initiatives, and more of everything. Beyond scale-ups, communication often becomes either too chaotic or too infrequent.

In cases like that, having a robust communication plan can be a life saver. In this guide, we’ll demonstrate how to write a communication plan in six easy steps. You can also use our free communication plan template , which contains both a blank spreadsheet for you to fill out and a practical example to help you get started.

What is a communication plan?

A communication plan is an inspectable artifact that describes what information must be communicated as well as to whom, by whom, when, where, and via what medium that information is to be communicated. In addition, a communication plan outlines how communications are tracked and analyzed.

A communication plan can take various forms. For example, it might take the form of a(n):

  • Weekly checklist
  • Spreadsheet
  • Automated Trello board

In general, a communication plan should be whatever works for you and your team, as long as it allows you to inspect and adapt your approach to communicating with others.

Benefits of a communication plan

Investing time in creating and maintaining a communication plan brings many benefits. A communication plan serves as a(n):

Checklist and reminder

Inspectable artifact, alignment with stakeholders.

Who hasn’t forgotten to inform some critical stakeholder about a recent change/discovery?

Product management is such a fast-paced and dynamic profession that it’s very easy to let small details slip. Unfortunately, it’s these small details that often matter the most.

A written communication plan serves as a checklist that ensures minute details don’t slip too often. Whenever something relevant happens, you can easily refer to your communication plan to double-check whether you’ve connected with everyone who needs to be in the loop.

A tangible communication plan allows product managers to slow down, inspect, and adapt their current processes.

Whenever there’s a communication mishap, they can review what led to it and adjust their approach to communication. A concrete plan makes a vague and sometimes intimidating term such as “communication” more tangible.

communications agency business plan

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communications agency business plan

A communication plan, when done well, brings alignment and facilitates input from other stakeholders. It also lays out expectations of how communication is being handled and executed.

If stakeholders feel they aren’t getting all the relevant information, they can quickly check the communication plan to see what they are missing and what is lacking in the communication process that is causing them to miss that information. If they find the communication inadequate, they can share their feedback with the communication plan owner.

It’s easier to facilitate feedback and alignment when something is on paper.

How to create a communication plan in 6 steps

As mentioned above, there are various ways to create a communication plan.

A simple way to write a communication plan is to answer six questions:

  • What type of information do you produce?
  • Who should receive that information?
  • How often should they receive it?
  • What channels are most appropriate for this type of information?
  • When is communication done for that type of information?
  • Who should make sure it happens?

1. What type of information do you produce?

Start by reviewing what information you produce and process.

If you manage roadmaps , you probably produce a lot of information regarding roadmap changes, delays, and anything else that may relate to roadmaps.

If you manage releases, you also produce information regarding the release progress, stage, and anything else that related to releases.

Capture it all.

To make it easier, start with the broader, more general concepts. And if you notice the need for more precision, split them into more detailed communication positions.

2. Who should receive that information?

For a given type of information you produce or process, who should receive it? These are usually people who are:

  • Direct stakeholders
  • Dependent on the initiative
  • Contributing to the initiative

Investing some time in defining the receipts has two main benefits.

First, it ensures you don’t miss a critical person in your communication flow, but it also helps you answer the question of who is not interested in certain information. Over-communication creates noise and should be avoided.

3. How often should they receive it?

You should identify the frequency of updates being sent out depending on the information being shared and which stakeholders are included. Should it be daily, weekly, biweekly, monthly?

You probably won’t nail it at first, but that’s OK. What’s important is to search for a sweet spot between over-communication and under-communication.

Although it might seem excessive at first, finding the right balance will be increasingly important as the amount of and need for communication grows over time.

4. What channels are most appropriate for this type of information?

What medium is most suitable for a given type of information?

For example, it would be silly to inform someone about a mission-critical dependency in a comment under a Jira ticket. At the same time, you shouldn’t spam other people’s Slack with every minor change.

Before sending out an update, ask yourself:

  • Where would people seek such information?
  • How fast should it reach the audience?
  • How critical is it?
  • Is it a one-sided update or a potential conversation starter?

The answers to these questions will help you find the best channel for the given information piece.

5. When is communication done for that type of information?

Many people fall into the concept trap that once you send out a message, your communication responsibility is over. This is not always the case.

If you send a company-wide FYI update, then yes, your job is probably completed when you press send, but what if you have roadmap changes that impact multiple teams. Shouldn’t you be making sure everyone on those teams are informed?

In cases like that, you can’t say you are done just because you’ve sent a message. You should chase all key stakeholders and ensure that they have read and understood your message to avoid any misconceptions.

Let’s face it: messages sometimes slip. Your job isn’t to send messages, but to ensure everyone is on the same page. It’s not the same thing.

I’m a fan of having a simple definition of done for communication items. Sometimes, it’ll just mean pushing an update. Other times, it might mean getting a signature of approval from another stakeholder.

6. Who should make it happens?

Last but not least, if it’s everyone’s responsibility to make sure communication happens, then it’s no one’s responsibility.

Although the whole team should be responsible for ensuring effective communication, I believe in having a dedicated owner for a given communication stream. The owner can be permanent or rotate every sprint.

If you have communication owners in place, the chance of communication actually taking place increases dramatically.

Communication plan example

Let’s take a look at an example of a communication plan created using the framework I just outlined:

Communication Plan Example

This communication plan can now serve as an artifact for alignment, process improvement, and double-checking if everything is communicated as needed.

Since some of the items in the communication plan happen as needed, it’s imperative to review the artifact on a regular basis. Otherwise, details are bound to slip sooner or later.

Communication plan template

To make it easy to get started with creating your own communication plan, we’ve created a communication plan template for you. Click File > Make a copy to customize the template.

When you start, ask yourself:

  • What you want to communicate
  • By what channel
  • When you consider the communication as done
  • Who should own the given communication item

Although it may lack in the beginning, use it as an inspectable artifact to improve your communication approach every sprint. I promise you, it’ll make your job as a product manager significantly easier.

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  • Why a clear communication plan is more ...

Why a clear communication plan is more important than you think

Julia Martins contributor headshot

More often than not, clear communication can make or break successful projects. Clear communication in project management isn’t just about where you should be communicating—it’s also about which team members should be receiving which types of messages.

The good news is, creating an effective communication plan isn’t difficult. All you need to do is define your communication channels and align on when team members should use each. In this article, we’ll walk you through how to set up a communication plan and show you a template so you can create your own.

What is a communication plan?

Sharing a communication plan can give your team clarity about which tools to use when and who to contact with each of those tools. Without a communication plan, you might have one team member trying to ask questions about work in a tool that another team member rarely checks. Rather than being able to clearly communicate and move forward with work, each team member would end up frustrated, confused, and disconnected from the work that matters. Then, if they don’t have clear insight into who is responsible for each channel, they might end up reaching out to an executive stakeholder with questions that person can’t answer. What started out as a simple miscommunication has spiraled into three frustrated team members—and all the while, work isn’t moving forward.

What should a communication plan include?

Your communication plan is your one-stop-shop for your project communication strategy. Team members should be able to use the communication plan to answer project questions like:

What communication channels are we using? What is each channel used for?

When should we communicate in person vs. asynchronously?

What are the project roles? Who is the project manager ? Who is on the project team? Who are the project stakeholders ?

How are important project details, like project status updates, going to be communicated? How frequently will these be shared?

What shouldn’t be included in a communication plan?

A communication plan will help you clarify how you’re going to communicate with your project team and project stakeholders—whether these are internal team members that work at your company, or external stakeholders like customers or contractors.

A communication plan in project management is not a PR plan. This plan will not help you align on your social media strategy, identify a target audience, or establish key messages for different demographics. If you need to build out those plans, consider creating a  social media content calendar  or a  business strategy plan .

The benefits of a communication plan

Obviously  clear communication in the workplace  is a good thing. But do you really need a written communication plan to do that?

In a word: yes. A good communication plan can help you communicate the right information to the right project stakeholders. Executive stakeholders don’t need to be notified about every project detail—similarly, every project team member might not need to be on a conference call with your external partners. By clarifying where and how you’ll be communicating, you can reduce the guessing game and unblock your team.

Less app switching

We recently interviewed  over 13,000 global knowledge workers  and found that the average knowledge worker switches between 10 apps up to 25 times per day. Instead of focusing on high-impact work or even collaborating effectively with their team members, knowledge workers are sinking hours into simply trying to figure out where they should be communicating.

A communication plan can eliminate this guessing game. For example, if your team knows that you only communicate about work in a  work management tool , they can search for key information there—instead of digging through document folders, Slack messages, and multiple email chains. Similarly, when you know that a team member is only tangentially working on the project—and is only being looped in during high-level status reports—you won’t bother them with a question about when the next  project deliverable  is due.

quotation mark

We have created communication guidelines around what software or what tools are best for what. Asana is for action, Slack is for quick responses or answers to things that are floating around. Email is more official and mostly external facing. By doing that, and creating the proper communications guidance, it really helps reduce the noise.”

Increased collaboration

Team collaboration isn’t an effortless process that happens by itself—it’s a skill that you and your team have to build. One part of creating effective  team collaboration  is clarifying your team’s communication conventions. That’s because a big barrier to effective collaboration is feeling comfortable communicating—especially if you work on a  remote or distributed team . If your team feels unsure because they’re still trying to figure out how or where to communicate, they won’t be fully comfortable talking to one another.

Your communication plan is a chance to clarify where team members should be communicating. Depending on the level of detail, you can also include when team members should be communicating—and clarify team conventions towards setting “Do not disturb” mode or snoozing notifications.

By providing these guidelines, you’re effectively removing one of the biggest barriers to easy communication and collaboration between team members. When team members know where to communicate—and just as importantly, where not to communicate—they can be confident they’re sending the right message at the right time.

Less duplicative work

Currently, knowledge workers spend  60% of their time on work about work  like searching for documents, chasing approvals, switching between apps, following up on the status of work, and generally doing things that take time away from impactful work. Part of this work about work is not knowing where things should be communicated.

If team members don’t have a clear sense of where information is shared—things like your  project plan  or  project timeline —then they’ll have to dig through multiple tools or ask several team members just to find the right information. As a result, team members who are unclear about where they should be communicating about work also have a harder time simply finding existing work.

Work about work leads to more manual, duplicative work and less clarity overall. In fact, according to the  Anatomy of Work Index , we spend 13% of our time—236 hours per year—on work that’s already been completed. By sharing your communication plan, you can give your team clarity into exactly where work lives, so they don’t have to spend all that time finding it themselves.

How to write a communication plan

A communication plan is a powerful tool—but it’s also relatively easy to create. You can create a communication plan in four steps.

1. Establish your communication methods

The first step to creating a communication plan is to decide where your team will communicate—and about what. This includes when to use which tools and when to communicate live vs. asynchronously. Live, synchronous communication is communication that happens in real time. Conversely, asynchronous communication is when you send a message without expecting someone to reply right away. We all use asynchronous communication every day without realizing it—most notably, every time we send an email.

As you define your communication plan, identify what to use each tool for. For example, you might decide to use:

Email to communicate with any external stakeholders.

Slack for synchronous communication about day-to-day updates and quick questions.

Asana to communicate asynchronously about work, like task details, project status updates , or key project documents.

Zoom or Google Meet for any team meetings, like project brainstorms or your project post mortem.

2. Align on communication cadence

Now that you know where you’ll be communicating, you also have to identify how frequently you’ll be communicating. Your communication cadence is your action plan for updating different stakeholders about different project details.

For example, you might decide to schedule:

Weekly project status updates posted in Asana to all project stakeholders and sponsors.

Monthly project team meetings to unblock any work or brainstorm next steps.

Asynchronous project milestone updates in Asana as needed.

3. Add a plan for stakeholder management

Running a successful project often depends on getting stakeholder support and buy-in. At the beginning of the project, you’ll do this during the  project kickoff meeting —but it’s also critical to maintain stakeholder support throughout your project.

Take some time as you’re drafting your communication plan to detail when to communicate with each project stakeholder, and about what. Some people, like your key project team members, will be communicating about this project regularly—maybe even daily. Other project stakeholders may only need to be looped in during project status updates or maybe just at the final readout.

By listing out how you’ll be managing communication with stakeholders, you can ensure they’re being contacted at the right time about the right things. The communication they recieve should answer questions at their level of detail and with a focus on business results and overall, high-level impact.

4. Share your communication plan and update it as needed

Once you’ve created your communication plan, it’s time to share it with your project team. Make sure your communication plan is accessible in your central source of truth for all project information. We recommend using  Asana  to track all project communication and work, so you can talk about work where you’re working.

If any changes impact your project communication plan, make sure you update it and communicate those changes. That way, team members always have access to the most up to date information.

Example communication plan

[inline illustration] Communication plan for brand campaign in Asana (example)

Communication plan template

Description of communication.

What type of communication is it?

How often will you be communicating?

Which tool will you be using? Is this synchronous or asynchronous communication?

Who is receiving this communication?

Who is in charge of sending out this communication?

Good communication starts with a communication plan

Clear communication can help you send the right message at the right time. Empower effortless collaboration while also ensuring every team member is being looped in at the right times. That way, your team can spend less time communicating about work and more time on high-impact work.

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  • Julia Mutavchi Executive Director Director of the St. Petersburg Office Coordinates the work of project teams, participates in the development of creative ideas and concepts, project defenses. Controls the quality of services and performance indicators of the agency. Experience in communications - more than 10 years. Joined the agency team in 2017 in Moscow. She grew from chief project manager to head of practice. Then moved to the St. Petersburg office and since 2020 had been Deputy CEO and Head of the Neva office. From 2024 - Executive Director. Prior to the agency, she worked with professional NPOs and self-regulatory organizations. Among the implemented projects: information campaign and organization of the press tour of African journalists to the Summit and Economic Humanitarian Forum "Russia-Africa", promotion of SPIEF in India, Saudi Arabia, Turkey and Oman, comprehensive information and event support of the project on financial literacy of the Ministry of Finance of Russia. Worked with major companies: Roscongress, Gazprom, Agency for Strategic Initiatives, Fosagro, Severstal, Ministry of Finance of Russia, MTS, Department of Information Technologies of the Moscow City Government, Russian Venture Company and others. In her free time she likes to host guests, organize quizzes, and travel. He is interested in psychology.
  • Svetlana Polevaya Deputy General Director New Business Departmen Expert in client service, project launch and producing, investment search and attraction, has extensive experience in promotion and talent management. Has been organizing the working process of the New Business Department and the tender division at SPN Communications for over 3 years. Heavily involved in brainstorming, creative concepts development, team management and worldwide development of client network. Specializes in launching innovative projects, further projects validation and alignment with the board, investors and clients, storytelling, business plan development and talent management in various industries. Clients: Gazprom, Silk Road Samarkand, Severstal, UCG, Rosbank, Diageo, VF, BMW, Cartier, LGT, Avilon. Over 15 years of experience in Event business.
  • Ivan Sumarokov Director of Strategic Planning At SPN Communications he heads the strategic planning department. The department's work includes solving the most complex communication tasks of major international and Russian companies, foundations and federal government agencies. Over the years, he has created strategies of various scales: from promoting a specific company product to building a brand image on a global level. In Ivan's portfolio you can find strategic products for such companies as British American Tobacco, B1, Rosbank, Agency for Strategic Initiatives, Gazprom, Roscongress Foundation and others.
  • Elena Osetskaya Head of Practice for Working with Fuel and Energy Companies Elena leads communications support for projects in Asia, Africa and Latin America. 23 years in communications. She has extensive experience in implementing Russian and international projects, interacting with various target audiences and organizing press tours. Knows everything about how to create a positive image in the international arena and build a brand in the media environment. Clients include: Gazprom, Roscongress Foundation, Agency for Strategic Initiatives, KFC, Teva, Bosch, DHL, Brandy de Jerez, Marks & Spencer, Bombardier, Bayer and many others. In her spare time she raises two children, is fond of cynology and traveling.
  • Vladimir Barsegov Head of Analytics and Research Department He manages the process of data collection, systematization and processing, provides information support to the team, identifies trends and key characteristics of the information field. He has worked with clients from IT, natural resources, medicine, as well as press services of politicians and businessmen. He has prepared complex studies of geopolitical situation, economic and social trends in different regions of the world. He has extensive experience in coordinating the work of a project team and accomplishing non-standard tasks within tight deadlines. Clients include: Agency for Strategic Initiatives, Gazprom, Roscongress Foundation, British American Tobacco, B1, Rosbank and others. In his spare time he is involved in sports and modeling
  • Irina Sazonova Head of Integrated Communications Practice Responsible for the development and implementation of strategies and integrated communications programmes for Russian and international companies. Works on positioning companies in the Russian and international markets. She joined the agency's team in Moscow in 2022. Prior to SPN Communications, she worked as Deputy Head of the Financial and Corporate Relations practice. She worked with large companies and state corporations: Gazprom, Rosatom, Russian Ministry of Finance, Roscongress Foundation, Silk Road Samarkand, Severstal, UCG, Sber, Rosbank, Diageo, VF, Agency for Strategic Initiatives, Johnson&Johnson and others. Experience in PR - more than 18 years. In her spare time she dances and enjoys cooking.
  • Julia Sakova Art Director Manages the entire artistic direction of the company, is responsible for the implementation and control of design work. Participates in the development of artistic design concepts, creative concepts and ideas, advertising and communication campaigns. Graduated from the Higher School of Design of the Higher School of Economics with a degree in Art Direction. For several years she taught graphic design at an online school. Clients include: Miratorg, Roscongress Foundation, Gazprom, African Energy Chamber, Agency for Strategic Initiatives, Rosbank, FossAgro and others.

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New recruitment strategy will help address critical shortage of skilled trades across Atlantic Canada

From: Atlantic Canada Opportunities Agency

News release

Construction Association of Prince Edward Island (CAPEI) to develop and implement regional immigration plan to help address critical shortages in the sector.

February 20, 2024 · Charlottetown, PE · Atlantic Canada Opportunities Agency (ACOA)

The need to increase the number of skilled tradespeople in Atlantic Canada’s construction sector has never been greater. The Construction Association of Prince Edward Island (CAPEI) is collaborating with the Government of Canada and partners across the region to develop and implement a recruitment and retention strategy. This initiative will identify the immediate industry needs and provide comprehensive solutions to address critical workforce shortages and help meet the need to build more housing.

Today, the Honourable Gudie Hutchings, Minister of Rural Economic Development and Minister responsible for the Atlantic Canada Opportunities Agency (ACOA), announced a non-repayable contribution of $210,000 from ACOA’s Regional Economic Growth through Innovation (REGI) program to help grow the construction workforce in Atlantic Canada.

This investment will help CAPEI develop and implement an immigration strategy that will connect Atlantic Canadian construction companies to immigration expertise services, actively engage qualified workers at international recruitment events, and provide companies with integration training and support. This initiative is expected to help accelerate hiring of skilled workers for in-demand positions in the construction sector throughout the region.

The Province of Prince Edward Island, through Skills PEI, is also contributing $160,000 toward CAPEI’s development of a human resource plan in collaboration with PEI construction employers. The plan will identify immediate workforce shortages and the key occupations that are needed to grow the construction sector.

Today’s announcement demonstrates the Government of Canada’s commitment to increasing the housing supply, promoting economic growth in key sectors across the region, and creating more well-paying jobs in Atlantic Canada.

“The wind is in our sails in Atlantic Canada—more people are choosing to come here and more are choosing to stay. The message is clear: we need to build more houses, and we need more people with the skills to build them. This initiative will help recruit the right people for the right jobs so we can meet the housing needs of Atlantic Canadians - and that’s good news for everyone.” - The Honourable Gudie Hutchings, Minister of Rural Economic Development and Minister responsible for ACOA 
“With more people choosing to make Prince Edward Island their home, the partnership the Government of Prince Edward Island has built over decades with the Construction Association of PEI is critical to meet the pressing infrastructure demands across our province. The industry-led recruitment and retention strategy will be an important step in the right direction to building a bigger and more sustainable skilled workforce for the Island.” - The Honourable Jenn Redmond, P.E.I. Minister of Workforce, Advanced Learning and Population
“We are very excited to get this initiative underway as we look to attract skilled trades to our region. The construction industry is the backbone of Atlantic Canada, building our schools, hospitals, business and homes. This project will allow us to look at the short-term and long-term needs of the construction industry, and to create direct pathway for international recruitment. With the support of our Federal and Provincial Government partners, projects like this will make a positive difference for our industry.” - Sam Sanderson, General Manager, CAPEI

Quick facts

The Atlantic Canada Opportunities Agency’s (ACOA) Regional Economic Growth through Innovation (REGI) program helps businesses and non-profit organizations develop a strong, dynamic and inclusive economy.

The Department of Workforce, Advanced Learning and Population delivers PEI’s immigration programs and workforce development opportunities across the Island. 

In March, the Public Policy Forum - The Atlantic Canada Momentum Index published a report that confirms that Atlantic Canada’s economy is bustling and the region is poised for exponential growth.

Associated links

  • Regional Economic Growth through Innovation
  • SkillsPEI | Government of Prince Edward Island
  • Construction Association of Prince Edward Island

Connor Burton Press Secretary Office of the Minister of Rural Economic Development and of the Atlantic Canada Opportunities Agency [email protected]   Sharon McGuigan Manager of Communications  Atlantic Canada Opportunities Agency [email protected]   

Audrey Champoux Press Secretary and Senior Communications Advisor Office of the Minister of Innovation, Science and Industry [email protected]

Vicki Tse Bilingual Senior Communications Officer Department of Workforce, Advance Learning and Population Province of Prince Edward Island [email protected]

Sam Sanderson General Manager Construction Association of Prince Edward Island [email protected]

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Russia Plans Mass Relocation of Ministries to Moscow's Skyscraper Citadel, Reports Say

communications agency business plan

Over a dozen Russian cabinet offices will relocate to a cluster of skyscrapers in the sprawling financial district of western Moscow, the Kommersant business daily has reported.

More than two decades in the making, Moscow’s business hub has struggled to fill its office space following the 2008 global financial crisis and Western sanctions on Russia. Government and state-run firms take up a third of Moscow City’s total space, with Russian companies accounting for the rest.

Fourteen Russian ministries and their subordinate agencies will relocate to Moscow City’s high-rises, Kommersant reported Tuesday, citing an unnamed source.

The ministries will occupy 400,000 square meters in the new location instead of the current 600,000 square meters they take up, the source was cited as saying. The optimized space will cut maintenance costs and ease traffic congestion in central Moscow, they added.

Kommersant did not say when the mass relocation is set to take place. Experts told the outlet that 110,000 square kilometers are currently available for rent and another 488,000 square kilometers are under construction. 

Economic Development Minister Maxim Oreshkin, who oversees the relocation, was due to discuss the process with officials for the first time Tuesday, the publication cited an unnamed government official as saying.

Sergei Polonsky, a Russian businessman and one of the Moscow City complex’s founders, told The Moscow Times that the project was not designed to house 14 government ministries.

“Moscow City needs to stop growing in size and to prohibit the construction of new buildings because this is a disaster,” he said.

He added that he and other businessmen are already thinking of constructing a second district of skyscrapers in Moscow.

“Corporate buildings are an ideal place for officials and state employees, but now entrepreneurs also need to create their new territory,” he said. “One’s consciousness is structured within the place where they work. … The transition to a four-day working week and having trees and birds above one’s head instead of concrete — it's about creating a new space which forms a new consciousness, and this is the main value of the future.”

Not all government agencies will call Moscow City’s glass-and-steel skyscrapers their new home, Kommersant reported.

The Defense Ministry, Interior Ministry and Emergency Situations Ministry do not plan to abandon their headquarters. Neither do the Foreign Ministry and the Federal Archive Agency. 

Russia’s Economic Development Ministry, Communications Ministry, Industry and Trade Ministry and three other government agencies moved to Moscow City earlier this year.

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As you may have heard, The Moscow Times, an independent news source for over 30 years, has been unjustly branded as a "foreign agent" by the Russian government. This blatant attempt to silence our voice is a direct assault on the integrity of journalism and the values we hold dear.

We, the journalists of The Moscow Times, refuse to be silenced. Our commitment to providing accurate and unbiased reporting on Russia remains unshaken. But we need your help to continue our critical mission.

Your support, no matter how small, makes a world of difference. If you can, please support us monthly starting from just 2. It's quick to set up, and you can be confident that you're making a significant impact every month by supporting open, independent journalism. Thank you.

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How To Write a Business Plan for Crisis Communications Agency in 9 Steps: Checklist

By alex ryzhkov, resources on crisis communications agency.

  • Financial Model
  • Business Plan
  • Value Proposition
  • One-Page Business Plan

Looking to start your own crisis communications agency? You're in luck! The demand for this specialized PR service is skyrocketing, making it a lucrative business opportunity. In fact, according to recent statistics, the crisis communications industry is expected to grow at an impressive rate of 12.5% by 2026 .

So, how can you ensure success in this rapidly expanding field? By following a well-thought-out business plan, of course! In this blog post, we'll guide you through the 9 essential steps to creating a comprehensive business plan for your very own crisis communications agency. From identifying your target market to determining the necessary technology and infrastructure requirements, we've got you covered.

But before we dive into these steps, let's take a moment to explore the immense potential and promising future of the crisis communications industry.

  • Increasing demand: In today's digital age, where news spreads like wildfire, organizations are more vulnerable than ever to negative publicity. This has created a pressing need for crisis management experts who can protect and repair their clients' public image.
  • Broad clientele: Crisis communications agencies serve a diverse range of industries, from healthcare and finance to technology and entertainment. This means that no matter what sector you specialize in, there are ample opportunities to attract clients and establish long-term partnerships.
  • Growing importance: As companies become increasingly aware of the potential damage that a crisis can cause, they are investing more resources in proactive crisis management. This shift in mindset presents a golden opportunity for crisis communications agencies to position themselves as indispensable partners in safeguarding their clients' reputations.

Now that we've examined the promising landscape of the crisis communications industry, it's time to roll up our sleeves and get down to business. Let's dive into the essential steps that will help you build a rock-solid business plan for your crisis communications agency.

Identify Target Market And Industry Trends

In order to successfully establish and grow your crisis communications agency, it is crucial to identify your target market and stay updated on industry trends. This step will enable you to tailor your services and strategies to the specific needs and demands of your audience, giving you a competitive edge in the market.

To begin, conduct comprehensive research to determine the industries and organizations that are most likely to require crisis communications services. Consider factors such as the size of the company, its level of public exposure, and its history of facing crises. This will help you identify potential clients who could benefit from your expertise.

Once you have identified your target market, delve deeper into their specific needs and pain points. Look into the current industry trends to understand the challenges that businesses are facing and the types of crises they are most likely to encounter. Stay tuned to news and developments within your target industry to keep yourself informed and adaptable to emerging trends.

Here are some steps you can take to effectively identify your target market and uncover industry trends:

Conduct surveys and interviews:

Analyze data and reports:, monitor social media and news platforms:, attend industry events and conferences:.

By identifying your target market and staying informed about industry trends, you can position your crisis communications agency as a trusted and relevant partner for organizations in need of effective crisis management. This knowledge will guide the development of your services, pricing strategies, and marketing initiatives, ensuring that you meet the specific needs of your target market.

Conduct Market Research

Market research is a crucial step in the process of starting a crisis communications agency. It allows you to gather valuable insights about your target market, industry trends, and the needs and preferences of potential clients. This information will help you make informed decisions about your business model, services, and pricing strategy.

There are several key aspects to consider when conducting market research for your crisis communications agency:

  • Identify your target market: Determine which industries or sectors would benefit the most from your services. Understand their specific needs and challenges when it comes to managing their public image during a crisis.
  • Analyze industry trends: Stay up-to-date with the latest developments in crisis communications and PR. This will allow you to identify emerging opportunities and shape your agency's services to align with current industry demands.
  • Assess client preferences: Conduct surveys, interviews, or focus groups with potential clients to gather insights about the types of crisis management services they value the most. Understand their perception of the importance of crisis communications and identify any gaps in the market that your agency can fill.
  • Explore competitor analysis: Identify other crisis communications agencies in your target market and analyze their strengths and weaknesses. This will help you differentiate your agency and develop strategies to attract clients.

Tips for conducting market research:

  • Use a combination of primary and secondary research methods. Primary research involves collecting new data directly from potential clients or industry experts, while secondary research involves analyzing existing data and sources.
  • Utilize online surveys, social media listening tools, and industry reports to gather relevant information about your target market and competition.
  • Consider partnering with a market research firm or hiring freelance researchers to assist you in gathering and analyzing data.
  • Regularly revisit and update your market research to stay informed about changes in client preferences and industry trends.

By conducting thorough market research, you will be equipped with the necessary insights to make informed decisions about the direction and operations of your crisis communications agency. This will give you a competitive edge and increase your chances of success in the dynamic field of crisis management and PR.

Define Services And Pricing Strategy

When starting a crisis communications agency, it is important to clearly define the services you will offer and establish a pricing strategy that reflects the value you provide to clients. Here are some key steps to consider:

  • Identify Core Services: Begin by determining the core services your agency will specialize in. This could include developing crisis management plans, media relations, reputation management, social media monitoring, or crisis simulations. Focus on the areas where you have expertise and can offer unique value to clients.
  • Outline Additional Offerings: In addition to your core services, consider offering complementary services that can enhance your clients' crisis communications efforts. This could include media training, crisis response consulting, or ongoing monitoring and analysis of media coverage. These additional offerings can help differentiate your agency from competitors and provide added value to clients.
  • Determine Pricing Structure: Next, establish a pricing structure that aligns with your services and the expected value you will bring to clients. Consider charging an initial retainer fee to cover the cost of developing a crisis management plan and providing ongoing support. Then, bill clients hourly for any additional work that is required. Ensure that your pricing strategy is competitive within the industry while still allowing for profitability.

Tips for Defining Services and Pricing Strategy:

  • Research the pricing strategies of other crisis communications agencies to gain insights and understand industry standards.
  • Consider offering packages or bundles of services to provide clients with different options at various price points.
  • Regularly evaluate and adjust your pricing strategy based on market demand, competition, and the value you deliver.
  • Clearly communicate your services and pricing structure to clients through your website, marketing materials, and proposals.

By defining your services and pricing strategy, you can effectively communicate the value you bring to clients and attract potential clients who are in need of crisis communications support. This step is crucial in setting your agency up for long-term success in the industry.

Identify Competitors and Analyze Their Strengths and Weaknesses

Identifying competitors in the crisis communications agency industry is crucial for understanding the market landscape and positioning your agency. By analyzing their strengths and weaknesses, you can gain valuable insights to differentiate your services and develop a competitive advantage. Here are the key steps to follow:

  • Conduct a thorough market analysis: Start by researching and compiling a list of other crisis communications agencies operating in your target market. Look for agencies that possess similar expertise, offer comparable services, and serve similar industries.
  • Assess their reputation and track record: Review the reputations and client portfolios of your competitors. Evaluate their track record in managing crises for clients and analyze the outcomes of their previous campaigns.
  • Analyze their strengths: Identify the unique selling propositions and strengths of your competitors. Consider factors such as their industry experience, relationships with media outlets, strategic partnerships, or specialized expertise in particular sectors.
  • Evaluate their weaknesses: Look for gaps or weaknesses that competitors may have. These could include limited service offerings, lack of responsiveness, inadequate crisis management protocols, or ineffective communication strategies.
  • Consider pricing and fee structures: Review the pricing models and fee structures of your competitors. Assess whether they offer flexibility and value-for-money compared to the services they provide.
  • Assess their digital presence: Analyze the online presence of your competitors, including their websites, social media profiles, and online reviews. This will help you gauge their brand positioning and client perception.
  • Pay attention to competitor case studies and testimonials to understand their approach and client satisfaction levels.
  • Consider conducting mystery shopping or engaging with their services as a prospective client to assess their customer experience and response times.
  • Utilize industry-specific resources, such as trade publications or industry associations, to stay updated on new competitors entering the market and their offerings.

By conducting a comprehensive analysis of your competitors, you can identify gaps in the market and position your crisis communications agency to differentiate and provide unique value to your target clients.

Determine The Legal Structure Of The Agency

When starting a crisis communications agency, it is crucial to determine the legal structure of your business. The legal structure you choose will have implications for liability, taxation, and the overall governance of your agency. Here are some important considerations to keep in mind:

  • Sole Proprietorship: This is the simplest form of business ownership, where you are the sole owner and responsible for all aspects of the agency. However, as a sole proprietor, you have unlimited liability for any debts or legal issues that may arise.
  • Partnership: If you plan to start the agency with one or more partners, a partnership structure may be more suitable. In a partnership, each partner shares the responsibility and liability for the agency's operations and finances.
  • Limited Liability Company (LLC): An LLC offers a middle-ground option between a sole proprietorship and a corporation. It provides limited liability protection for the owners while allowing for flexibility in terms of taxation and management.
  • Corporation: A corporation is a separate legal entity from its owners. It provides the highest level of liability protection for the owners but may involve more complex governance and taxation requirements.
  • Consult with a business attorney or a legal professional to understand the specific legal requirements and implications for each structure.
  • Consider the long-term growth and scalability of your agency when choosing a legal structure.
  • Take into account the potential need for funding or investment in the future, as some legal structures may be more attractive to investors.
  • Ensure that the chosen legal structure aligns with your agency's vision, values, and goals.

Once you have determined the legal structure of your agency, you will need to register your business and obtain the necessary licenses and permits to operate legally. Compliance with local, state, and federal regulations is essential for the smooth functioning of your crisis communications agency.

Create A Detailed Financial Plan And Projection

Creating a detailed financial plan and projection is a critical step for any business, and a crisis communications agency is no exception. A well-thought-out financial plan will help you understand the financial health of your agency, forecast future revenue and expenses, and make informed decisions about pricing, budgeting, and investment.

When creating your financial plan, it is important to consider both short-term and long-term goals. Start by estimating your start-up costs, which may include office space, equipment, technology, and initial marketing expenses. These costs will give you a baseline for how much capital you need to raise or invest to get your agency off the ground.

Next, develop a projection for your revenue and expenses over the next 1-3 years. This projection should take into account potential growth, market trends, and industry benchmarks. It is important to be realistic in your projections and factor in potential risks and uncertainties.

One important aspect to consider in your financial plan is your pricing strategy. Research industry standards and competitor pricing to ensure that your rates are competitive and attractive to potential clients. Consider offering bundled packages or retainer options to incentivize clients to choose your agency over competitors.

Tips for creating a detailed financial plan and projection:

  • Consult with a financial advisor or accountant to ensure accuracy and sound financial planning.
  • Consider various revenue streams, such as project-based fees, hourly billing, and additional services like crisis simulations or media monitoring.
  • Regularly review and update your financial plan to reflect changes in the industry, market, or your agency's performance.

A thorough financial plan and projection will not only help you manage your agency's finances effectively but also provide valuable insights for future growth, decision-making, and resource allocation. It is worth investing time and effort into creating a well-rounded financial plan that aligns with your agency's goals and objectives.

Develop A Marketing And Sales Strategy

Once you have defined your services and pricing strategy, it is important to develop a comprehensive marketing and sales strategy to attract and retain clients for your crisis communications agency. Here are some key steps to consider:

  • Identify target audience: Clearly define the types of organizations and industries that are most likely to require crisis communications services. This will help you tailor your marketing efforts and ensure that you are reaching the right audience.
  • Brand positioning: Develop a strong and compelling brand identity that sets your agency apart from the competition. Highlight your agency's expertise, experience, and track record in effectively managing crises.
  • Online presence: In today's digital age, having a strong online presence is crucial. Create a professional website that showcases your agency's services, case studies, and client testimonials. Establish active profiles on relevant social media platforms to engage with potential clients and demonstrate your expertise through thought leadership content.
  • Networking: Build relationships with key stakeholders in your target industries, including potential clients, industry influencers, and media representatives. Attend industry conferences, join professional associations, and participate in relevant business events to expand your network and increase brand visibility.
  • Offer free resources: Provide valuable resources such as industry reports, crisis management guides, or webinars to establish credibility and position your agency as a thought leader.
  • Client referrals: Encourage satisfied clients to refer your agency to their industry contacts and offer incentives for successful referrals.
  • Case studies: Showcase successful crisis management campaigns you have conducted for past clients. Highlight the impact of your strategies and demonstrate the value you can bring to new clients.

By developing a robust marketing and sales strategy, you can effectively reach your target audience, build brand awareness, and ultimately attract and retain clients for your crisis communications agency.

Build A Team And Define Roles And Responsibilities

Building a strong team is crucial for the success of your crisis communications agency. Your team will be responsible for handling and managing various aspects of crisis communications, so it is essential to define clear roles and responsibilities to ensure efficiency and effectiveness. Here are some key steps to follow:

  • Identify the necessary roles and skill sets: Determine the specific roles needed in your agency, such as crisis communication strategists, media relations specialists, social media managers, content creators, and account managers. Define the required skill sets and expertise for each role.
  • Recruit experienced professionals: Look for individuals who have relevant experience and a proven track record in crisis communications. Seek candidates who possess excellent communication and problem-solving skills, as well as the ability to handle high-pressure situations.
  • Define responsibilities and tasks: Clearly outline the responsibilities and tasks for each team member. This will help streamline workflow and ensure everyone understands their specific role in managing crisis situations. Assign tasks based on individual strengths and expertise.
  • Promote collaboration and cross-training: Encourage collaboration among team members. Foster an environment where individuals can exchange ideas and knowledge, enabling them to leverage each other's skills and expertise in crisis management. Consider implementing cross-training programs to enhance the versatility of your team members.
  • Establish effective communication channels: Implement a system that facilitates seamless communication and information sharing within the team. Use project management tools, collaboration platforms, and regular team meetings to keep everyone informed and aligned.
  • Continuously train and develop your team: Crisis communications is a fast-paced field that requires constant learning and adaptation. Invest in training programs, workshops, and industry certifications to keep your team updated on best practices and emerging trends.
  • Encourage open and honest communication among team members to foster trust and transparency.
  • Delegate decision-making authority to team members to empower them and improve efficiency.
  • Identify potential knowledge gaps within your team and address them through targeted training or hiring.
  • Consider hiring freelancers or partnering with other agencies for specialized skills or during peak times.

Building a strong and well-rounded team is essential for the success of your crisis communications agency. By defining roles and responsibilities, fostering collaboration, and continuously investing in your team's development, you will be better equipped to serve your clients and effectively manage crisis situations.

Determine The Necessary Technology And Infrastructure Requirements

When starting a crisis communications agency, it is crucial to determine the technology and infrastructure requirements needed to effectively run the business. This step is essential to ensure smooth operations and efficient communication with clients and stakeholders. Here are some key considerations:

  • Communication Tools: Selecting the right communication tools is vital for effective client engagement and internal collaboration. Invest in reliable email management systems, video conferencing software, and project management platforms to streamline communication and ensure seamless coordination within the team.
  • Website Development: Establishing an online presence is essential for any business in today's digital age. Create a professional website that showcases your agency's services, expertise, and success stories. Ensure that the website is user-friendly, visually appealing, and optimized for search engines to drive organic traffic.
  • Data Security: As a crisis communications agency, you will handle sensitive client information. Prioritize data security by implementing robust cybersecurity measures, such as firewalls, encrypted communication channels, and regular data backups. Stay updated on industry best practices and comply with relevant data protection regulations.
  • Monitoring and Analysis Tools: To stay ahead of potential crises and provide valuable insights to clients, invest in media monitoring and analysis tools. These platforms will enable you to track and analyze media coverage, social media sentiment, and online conversations surrounding your clients' brands. Choose a tool that aligns with your specific requirements and budget.
  • Office Space and Equipment: Depending on your budget and business needs, decide whether to operate from a physical office space or opt for a virtual setup. Ensure that your office space, whether physical or virtual, is equipped with essential infrastructure, such as high-speed internet connections, computers, printers, and other necessary equipment.
  • Regularly assess and update your technology and infrastructure requirements to keep up with evolving industry trends and client demands.
  • Consider cloud-based solutions to enhance flexibility and accessibility, especially when working remotely or during times of crisis.
  • Train your team on the efficient use of technology tools to maximize productivity and streamline workflow.
  • Stay informed about emerging technologies in the field of crisis communications to leverage new innovations for improved client service.

In conclusion, writing a business plan for a crisis communications agency involves a comprehensive and strategic approach to ensure success in this specialized industry. By following the nine steps outlined in this checklist, you can establish a solid foundation for your agency and effectively navigate the challenges of managing clients' public image during times of crisis.

Identifying your target market and industry trends, conducting thorough market research, and analyzing competitors will help you position your agency effectively in the market. Defining your services, pricing strategy, and legal structure will contribute to the efficiency and transparency of your business operations.

Creating a detailed financial plan, developing a marketing and sales strategy, and building a strong team with defined roles and responsibilities will ensure the smooth functioning and growth of your agency. Finally, determining the necessary technology and infrastructure requirements will enable you to provide top-notch crisis management services to your clients.

By following these steps and adapting them to your specific agency's needs, you can confidently embark on your journey to establish a successful crisis communications agency.

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COMMENTS

  1. How to write a business plan for a communication agency?

    How to write a business plan for a communication agency? Why write a business plan for a communication agency? What information is needed to create a business plan for a communication agency? How do I build a financial forecast for a communication agency? The written part of a communication agency business plan

  2. How to start a communications agency

    A business plan helps you to see what your objectives are and how to accomplish them. It will help you understand what number of employees you need, the office space and the amount of start up capital. You may also have to specify the type of clients you will be dealing with, for instance, depending on the type of business they do.

  3. How to open a profitable communication agency?

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    Learn how to launch your own communications agency business in just 9 easy steps! Our checklist provides a comprehensive guide to help you succeed. From planning to execution, we've got you covered. ... Develop a comprehensive business plan: 1-2: 500-1000: 2: Create a detailed financial model: 1-2: 500-1000: 3: Secure funding for the agency's ...

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    1. Conduct market research: Understand your target market, industry trends, and potential opportunities for growth. 2. Identify target audience: Define the ideal clients you want to serve and understand their needs and pain points. 3.

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    10. Know your goals. Use your business objectives to help set SMART communications goals. This way, the specific actions you take will connect directly back to your overall business development. 11. Plan communication. Create a calendar on which you list every single planned communication. Include: Channel.

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  16. SPN

    The agency developed a communications project aimed at informing India, Saudi Arabia, Turkey and Oman about SPIEF. Therefore, the campaign was based on a comprehensive plan: ... We formed a business plan for the development of the project over the next 3-5 years, as well as thought-out communication and marketing strategies. ...

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  22. The Moscow Agency of Innovations

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  23. DOCX SOV-Communications-Plan-Template

    State of Vermont Communications Plan Template. Planning is essential for any public outreach or marketing campaign. Having a plan helps you reach your goals. It also allows you to be more proactive rather than reactive. A communications or marketing plan will help you: Define your overarching goal. Identify the target audiences.

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