SSU named after N.G. Chernyshevsky
Business plan for creating a newspaper.

Performed:

student of group 232

IFIZH Kalinina Olga
Saratov, 2010

Many people believe newspaper business very profitable. In order to publish a full-fledged newspaper with a circulation of about 10,000 copies, considerable skills in organization and management are required.

In 2008, the turnover of the newspaper market in Russia amounted to about $39 million. The projected growth in 2009 will be about 17%. As of March 1, 2009, 11,937 newspaper publications were registered in the Russian Federation.

Everyone reads newspapers. Most buy them for television programs, but most still buy them for information. As forecasts show, the market is still far from saturation, but today there is a clearly visible trend towards the consolidation of business units: large publications are absorbing small ones, competition is gradually growing.

The newspaper market is growing, and accordingly, it is still far from saturation. And this indicates that the newspaper business is quite promising - the main thing is investment and competent management.

A newspaper is a conveyor belt churning out news. The uniqueness of his work is that the workers of this plant are not constantly in the production workshop and never know what they will do today. But they know that the newspaper must be published, no matter what. Despite this uncertainty, the information conveyor, like any other production, certainly needs a professionally drawn up newspaper business plan.

Business plan for the newspaper “Hold On.”

Location.
The editorial office of the newspaper “Hold On” is located at:

Saratov

St. Rakhova, 68

Index 215760

Tel. 53-04-70

Fax: 53-04-70
Rnewspaper editorial office occupiesThe 1st floor of this house is 200 m2., where there is access to a telephone line and the Internet. The edition is divided into five

functional areas: editor's office, workroom For

employees, a designer’s office and kitchen (not counting utility rooms and restrooms), and a conference room.The editorial office is located in the city center. The main advantage of the location is that it greatly simplifies the work of correspondents. Also, the main administrative institutions, whose activities are important for our newspaper, are located nearby.In the future, all the walls of the editorial office will be decorated with diplomas awarded to the newspaper and framed front pages. The atmosphere in the editorial office is busy and businesslike, everyone is in a hurry and running somewhere, there is a rumble and hubbub in the air, but this only spurs the employees on, pouring energy into them.
Summary.

C spruce of this business plan - creation of a newspaper dedicated to problems

teenagers, planning their leisure time, psychological assistance and

support. Bringing the latest and most relevant information to your readers.

D To achieve this, it is necessary to solve the following tasks:

1) Registration of a license for publishing activities;

2) Registration with the Ministry of Press of the Russian Federation;

3) It is necessary to conclude a contract with a good, conscientious printing house. It depends on her whether the newspaper will be published on time;

4) Create a newspaper website;

5) Issue of a periodical newspaper regional level;

6) Creating a profitable newspaper model;

7) Intensify the work of the subscription department;

8) Conduct an extensive PR campaignfor newspaper promotion;

9) Creation of an effective information base;

10) Providing information about the publication to the maximum number of people potential buyers and subscribers;

11) Over time, the newspaper's circulation increases;

12) In the future, increase journalists' fees.
Nand the implementation of the business plan requires start-up capital in the amount of 1,500,000 million rubles.

We hope to win the market, target audience, advertisers, thus repaying the loan on time.As recognized our newspaper and growth The circulation will increase and the number of advertisers will increase, since the newspaper is new, our audience will gradually expand. As a result, the newspaper will begin to generate stable income.
Description of the activity
.
G“Hold On” newspaper is a 25-page color daily newspaper with a circulation of 15,000 copies at 25 rubles per issue. Printing is carried out in Saratov, by a printing house. The newspaper can be purchased at any newsstands cities and regions, as well as by subscription.

GThe newspaper is intended to cover the problems of the youth of Saratov, qualified psychological assistance to adolescents - the column is written by a psychologist at the center for social rehabilitation “We are together” - Ivanova E.S. A separate section is devoted to leisure planning - it tells about the location of various cultural and mass youth events. The “History of a Star” section, in which famous people will talk about their experiences growing up and the challenges they faced during that period of their lives. Rubric “Question - answer!” answers letters from readers, prints requested information. Editor's column. 15% of the newspaper is allocated to various types of advertising.
CThe newspaper's target audience is young people aged 15 to 20 years. IN

It is planned to distribute 80% of the circulation retail, the remaining 20% ​​by

subscription.

Competition and competitive advantage.

ABOUTThe newspaper's main competitors are Time Out magazine and Cool magazines,

Cool Girl and Bravo. Nevertheless, these publications are informational

entertaining in nature, our publication is aimed at providing

help and support for teenagers.

Marketing strategy.

Mmarketing strategy is to advertise a newspaper in a magazine

COOL, advertising on TV channels and radio, as well as distribution of advertising flyers in the center for social rehabilitation of teenagers “We are together”, distribution of flyers to other support centers, youth labor exchange. Distributing brochures at youth policy committee meetings. It is planned to hold presentations twice a year to highlight what we have achieved.
PThe presentation of the first issue will take place in a cafe. The number of invited guests is 50 people. At the end of the event, a buffet is planned (approximate cost 25-30 thousand rubles).

Editorial staff and their salaries.
Rthe editorial team is headed Chief Editor Kalinina Olga. A total of 16 people work on the pre-press, editorial and production of the magazine, including the advertising department, editor, journalists, proofreaders, marketing and distribution managers, subscription department and printing department.
The staffing schedule of the newspaper editorial office provides for the following positions and salaries:

Legal plan.
The editorial office is created in the form of a limited liability company. The founders are three individuals and two legal entities. One of the founders is public organization"Association of Entrepreneurs".

The activities of the editorial office are regulated by current legislation Russian Federation, agreement of founders, charter, orders of the director.
Technical equipment of the editorial office.
Cost estimate for equipment of workplaces.

Production plan .
Monday Tuesday - collecting information, analyzing correspondence, writing material;

Wednesday - editing;

Thursday - seal;

Friday – the number goes on sale.
Planned profits and expenses.

Expenses:

Publishing:

1. paper 480 kg + 20 kg. For a possible marriage, i.e. 32 thousand rubles

2. printing house – 8 rubles per number – 120 thousand

3. distribution - 7 rubles per number - 105 thousand

4. expenses for services of information agencies – 80 thousand rubles

5. – taxes and VAT
Editorial:

1.Rent - 45 thousand rubles

2. Office expenses – 17 thousand rubles
Sales income: the price of a newspaper is 25 rubles, so income 375 thousand rubles

1. Equipment of workplaces;

2. Rental, operation and maintenance of the building;

3. Printing services;

4. Paper;

5. Newspaper delivery;

6. Remuneration;

7. Rent road transport;

8. Household needs;

9. Communication, subscription;

11. Total expenses;

INCOME:

12. From the sale of circulation;

Conclusion.
IN foreign countries With a developed market economy, business plans have long taken their rightful place. Russia is only gaining experience in developing these plans, which are so necessary for obtaining financing, and for formulating its own business ideas, and for assessing the viability of its proposed facility.

There is increasing interest in the specifics of developing business plans

heads of organizations and enterprises of all forms of ownership,

entrepreneurs, banking and insurance structures. The business plan was included in

the practice of Russian entrepreneurship as a strategic tool

planning and required document for maintaining business negotiations With

investors, creditors, and also as information for government

governing bodies.

So, if the goals and objectives set in this business plan are fulfilled according to the tables and calculations given above, then the newspaper will gain its readers, grow and develop, repay the loan and make a profit.

Attention! The free business plan offered for download below is a sample. A business plan that best suits the conditions of your business must be created with the help of specialists.

If you have the idea of ​​starting your own magazine, then you will need a magazine business plan to serve as an example. When drawing up your business plan, you must be guided by the rules set out in this article and the proposed plan option.

In your business plan, you should reflect the specifics of the magazine and emphasize the advantages of this publication.

It is worth emphasizing the following points: the uniqueness of text and photographic materials, professional author's articles, the quality of printing, the successful experience of the creator company in other projects.

Let's look at the structure of a typical business plan glossy magazine. Download on our page sample business plan, so you can compare the theory below with a real-world example.

1.Resume

This section summarizes the main ideas of the plan. The resume must:

• — indicate the mission of the publication;
• — list the goals of creating the journal;
• — justify the relevance of the chosen topic;
• — identify the target audience;
• - describe the attractiveness of the new publication;
• — emphasize the uniqueness of the magazine;
• — indicate the original circulation;
• - give the main ones financial results;
• — justify investment attractiveness;

2. Characteristics of the publication

In the characteristics section you must indicate:

• — format and volume of the magazine;
• — quality of paper and printing;
• - type of packaging;
• - circulation;
• — frequency;
• — method of distribution;
• — main headings.

3. Market analysis

It is necessary to evaluate the market from the standpoint of its saturation with publications on similar topics. You also need to indicate the share of your products, the presence of effective demand for this magazine and the ability to compete in the print media market.

An analysis of the sales market and competition should justify the ability and desire of the market to purchase this magazine.

4. Marketing strategy

This section of the business plan is closely related to the assessment of the market and competition. Formulating a marketing strategy involves studying and analyzing data about ways to organize magazine sales, their profitability, ways to ensure sales growth and the magazine’s reputation among consumers, and advertising costs.

5. Production plan

In this section, a feasibility study (TES) is carried out for publishing a new magazine with the required circulation within a specific time frame. You must convince investors and potential partners that it is possible to achieve your goal. Also, the business plan for an advertising magazine should attract advertisers.

In the production plan, it is necessary to provide information on the following points:

• — publishing house that will print the magazine;
• — production capacity, necessary for typing, layout, printing and the possibility of their increase;
• — source and conditions of purchase of materials;
• — reputation of suppliers, experience of working with them;
• — subcontracting relationships;
• — availability of necessary machines and mechanisms, place and possibility of their acquisition.

Good to know!

We respect your choice, but we want to remind you that the least risky, relatively easy and comfortable start of a business can be organized under the wing of successful company on franchising terms. We invite you to get acquainted with "Catalog of profitable franchises".

Why starting a business with a franchise is easier and more convenient can be found out from a selection of articles published in the section: "Articles about franchising"

6. Organizational plan

The organizational plan must contain the organizational structure of the publishing house, ways of interaction between individual departments, methods of their coordination and control.

It is also necessary to show connections with partners and founders.

When drawing up an approximate staffing schedule, it is advisable to reflect the responsibilities and profile of specialists, indicate the qualifications and work experience of the publishing house’s correspondents.

7. Financial analysis

It is necessary to draw up a plan for income and expenses, receipts and payments, a balance sheet plan for the year, carry out the financial analysis cash position, sustainability of the publishing house, sources and use of funds, determine the payback period.

For a deeper understanding of the above theory, you can download a sample business plan for the magazine from our website. After studying it, you can easily create a business plan for your own magazine.

Watch the video: “Business secrets: Dmitry Potapenko”

A magazine's business plan is no different from a business plan for any other enterprise. In front of everyone possible options For a startup, a business plan is always a document that describes the main aspects of the planned enterprise, analyzes the problems that may be encountered, and, most importantly, determines ways to solve these problems.

The author of books on business planning, Lazar Tsiferblat, characterizes a business plan as “a system of evidence of the success of the proposed business.” And this definition very clearly describes the essence of the document. Indeed, the idea of ​​a business is just a theorem, the correctness of which still needs to be proven. Both for yourself and for a potential investor. Without preliminary study and market analysis, without evaluation own strength It is not recommended to undertake such an enterprise. Just like any other, actually.

Let's try to consider the scheme for preparing a business plan for a magazine, using the realities of the Krasnoyarsk publishing market.

The process of developing a business plan consists of several stages. The first, let’s call it “mental”, in our case there is no need to consider in detail. We will assume that the totality of your existing talents, knowledge, experience and professional connections a priori gives you reason to believe that you can engage in publishing. In particular, the release of a monthly advertising magazine.

It is also necessary to determine the topic and format of the publication, its target audience. You can turn to a specialized agency for research, where prices for such services start from 10,000 rubles. But you can limit yourself to your own strength.

Analyze all competing publications. Even if you think that you have come up with something unique, most likely, there are already one or two, or even more publications on a similar topic on the market. It is worth taking into account not only local magazines, but also those that are brought in abundance from the capital and other regions - they already appear in the niche where you are targeting, and in any case they will be competitors. So it’s worth studying as many samples as possible. Mark their strengths and weak sides. Try to avoid the first, adopt the second.

You should decide in advance on the method of distributing the magazine. Taking into account the specifics of the local print media market, we will take as a basis free address delivery and press racks in office and shopping and entertainment centers.

First steps

Only publications with a circulation of 999 copies or less do not require registration. Large-circulation print media must have the appropriate certificate. If you have an enterprise, for example, an LLC, then you can register a journal for it. If not, you can register a limited liability company (LLC) or work as individual entrepreneur(IP) (see What is better LLC or IP).

At this stage, it is better to contact lawyers specializing in company registration. You can get advice from them on choosing the organizational and legal form of activity and on the taxation system. And, most importantly, company registration in this case will be much faster. The asking price ranges from 7-10 thousand rubles.

Registration of the journal in Roskomnadzor

Many unfortunate publishers at one time took advantage of the “999 copies” loophole. However, publications published according to this principle left behind bad memories. Almost none of them stayed on the market for long. Some disappeared without spending their advertisers' money. If you are confident in the success of your endeavor and are not going to close in two months, you will have to convince your readers and partners of this. And the first argument is full official registration.

Editorial office, office rental, purchase of office equipment and furniture

To rent an office and determine the quantity necessary equipment, you need to have an idea of ​​the composition of the editorial board. By the way, the cleaner, or, if you prefer, the cleaning manager, is also a necessary member of the editorial staff. The exception is when the landlord undertakes cleaning of the premises. office space.

Many start-up publishers limit themselves to renting one office in an office center. It’s clear that you want to save money, but is such savings worth further inconvenience? Combining a creative team (journalists, designers, literary editors, proofreaders) and the “infantry” of the sales department in one office is not the best the best option. Despite the common goal - creating a magazine - the tasks and specifics of the work are different.

We should not forget that outsiders will come to the editorial office. These are the heroes of the materials that journalists will write about, and the advertiser clients with whom agents will work. So it’s better to separate these two teams into different offices. It is also worth thinking about allocating a separate room for management and accounting. But the head of the sales department can work together with his employees, but be sure to have a separate workplace.

We count expenses

Approximate composition of the editorial staff of a high-quality monthly magazine with a volume of 80-120 pages in A4 format:

1. Chief Editor, responsible for the content in general and for the work of the creative team (from 20,000 rubles - the higher the qualifications, level of connections and name recognition, the more expensive this specialist costs).

2. Correspondents– ideally, there should be two of them on staff, plus an unlimited number of freelancers (freelance correspondents) per one-time orders(from 10,000 + fees)
3. Literary editor (from 15,000)

4. Corrector. In most cases, the specialist is visiting, that is, working directly in preparing the room (from 3,000 “coming”, from 15,000 – on an ongoing basis).
5. Designer. Magazine layout, design, selection of illustrative material, working with customer layouts for the sales department (from 15,000).

6. Maker-up designer. Magazine layout, production of basic advertising modules ordered by the sales department (from 15,000).

7. Driver with personal car(from 12,000 + gasoline costs). Fuel consumption depends on the intensity of work of the departments, but on average 10 liters per day. 250 liters per month at 25-26 rubles per liter - we will add at least 6,500 to transport costs.

8. Head of Sales Department. Supervises the work of the department as a whole and, as a rule, has its own portfolio of clients. Promotes the publication in the local media market (from 25,000 +% of sales). It should be remembered that it is quite difficult to select a highly qualified specialist. You can repurchase, which entails additional financial costs, or “grow”, which implies temporary costs.

9. Sales Manager. Ideally, at least two people. The so-called “infantry”, which brings money to the publication. These are the same “wolves” that are fed by feet. Basic earnings depend on the volume of concluded contracts (from 5,000 +% of own sales+ transport and telephone costs).

The editorial office also needs an accountant, a specialist in working with computers and office equipment, and a cleaner. All these positions can be easily outsourced, which saves money and eliminates the need to equip additional workstations in the office (from 10 to 15,000).

So, the editorial staff consists of at least 10 people. Two offices with a total area of ​​about 50 sq. m.

Editorial premises

The cost of renting offices in Krasnoyarsk varies depending on the area and the rating of the building, and starts from 400 rubles per meter somewhere in an industrial area. In the Sovetsky district, offices already cost from 750 rubles per meter. Let’s say we stopped at Vzlyotka, and therefore the office will cost us – 50 sq. m x 750 = 37,500 rubles. Usually this price already includes phone line, internet, cleaning, security, sometimes parking.

Means of production

You will have to spend money on office equipment and furniture, albeit one-time. Tables, chairs, bedside tables, shelving, coffee makers and coolers, stationery and waste baskets. The process of settling into an office is very similar to living in an apartment - you gradually buy what you need. You can only estimate the initial and basic expenses. Taking into account the variety of offers and discount options for furniture “wholesale”, it is quite possible to keep within 50,000 rubles for “economy style” sets.

It's about the same with technology. Savings when choosing a configuration and the prospect of receiving a discount for “wholesale purchase” make it possible to beat out the most from sellers interesting conditions.
Ten workstations, two of which should be as productive as possible (for designers). Computers for design work - from 25,000, equipment for the work of journalists and managers - from 10,000 rubles.

You will need a printer, copier, scanner. It’s easier to buy 2 MFPs (from 4,000).
Phones, internet and stationery – 10,000 (for starters).

Printing and distribution

We rented an office, equipped workspaces, hired employees who are almost ready to publish the first issue of the magazine. It needs to be printed and distributed. Both processes require investment.

Based on the average cost of printing one copy of a full-color magazine, 35 rubles with a circulation of 3 thousand copies (less is frivolous, more is impractical for a startup period), if you have a long-term contract with a printing house for one circulation, you will need 105,000. Plus transportation costs for delivery to the distributor.

Initially, we decided that the magazine would be distributed free of charge via direct mail. The cost of delivery of one copy “to an address” costs 10 rubles (2000 copies), another 1000 copies will be used for display on racks in shopping and office centers of the city - 3 rubles per piece. Total 23,000 rubles.

What does finance “sing”?

The payback period for such projects is relatively short, but not so short as to expect income in a couple of months. The investor needs to understand that with the right situation and the right approach, the publication can break even and start earning back its investment in at least a year. During this time, a full-fledged team will be formed, the magazine will earn credibility among readers and advertisers. In the end, people will just get used to it and wait for new numbers. It is best to be prepared for a lack of income for one and a half to two years.
So, let's look at the cost estimate.

First month:
LLC registration – 10,000;
Registration of media with advertising content – ​​25,000;
Editorial office – 150,000;
Office rent, furniture, equipment, etc. – 240,000;
Total: 515,000 rubles

Further monthly expenses:
Office rent – ​​40,000;
Full salary – 150,000;
Printing and distribution – 130,000;
Taxes - depending on the chosen taxation system + tax on personal wages.
Total: from 320,000 rubles

For the year, expenses will be: 515,000 for the first month + from 3,500,000 for subsequent months of the year.

Total: more than 4 million rubles.

The amount is significant. The Internet, of course, is replete with “magazine business plans”, according to which, for a million, maximum one and a half, you can supposedly publish a magazine, and even bring it to profit in just six months.

Maybe. Reduce the number of editorial staff to the detriment of the quality of both materials and printing. Save on equipment and buy used. You can also save on printing, circulation and distribution. There are many more things you can do to save money. Many start-up publishers did just that. But where are they now?

If everything is done correctly and efficiently, if you don’t skimp on employees and print quality, and don’t interfere with editorial policy, then you can achieve good financial results.

A universal advertising publication of good printing quality with good relevant texts with thoughtful audience coverage can sell up to half of its volume. From 80-120 pages – this is 40-60 advertising pages per month. Forget about the price tags that other publications post for everyone to see. Judging by them, the average price of one strip is 35-40,000. In fact, this is far from the case. The real price at which the advertiser is ready to buy it (and often buys it) is 15,000.

This is what we will proceed from. 60 stripes x 15,000 = 900,000. From this amount, immediately subtract the tax percentages and those due for the work of the sales department (from 15% for agents and 6% taxes for “simplified”).

That leaves 650,000. Of these, about 400 thousand will be “eaten up” by editorial and other expenses. Are we still in the black? Yes! Almost 250 thousand!

It's possible. But not a month after the release of the first issue of the magazine. And not even in six months. Do you still want to publish a magazine? Then let's get to work!

P.S. Calculations were carried out on the basis of prices in force in Krasnoyarsk as of March 2012. Perhaps in other regions the numbers will differ, but not too significantly.

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* The calculations use average data for Russia

Summary

This project provides for the appearance and operation of the Business Ecology magazine in St. Petersburg during the first year. The goals of creating a journal are:

promoting the development of socially responsible business in the city and region;

consulting economic and legal assistance to businesses in the field of environmental friendliness of projects;

involving business representatives in active discussion of environmental issues and “environmentally responsible business”;

providing the reader with an impartial assessment of the main trends in the development of environmentally oriented sectors of the economy;

explaining the economic attractiveness of environmentally friendly solutions and approaches.

It is difficult to overestimate the relevance of environmental issues for society. The environmental problem is equally relevant for all countries, regardless of their degree of development and wealth. Environmental programs began to play an independent role in the activities of multilateral financial organizations. The magazine will be financed from the budget of one of the environmental organizations in Finland. Abroad they are well aware of the relevance of this issue not only for a single country, but also for the whole world, so the editorial office already has start-up capital. Since there are no similar projects in Russia, our publication is distinguished by the high quality of printing, materials and illustrations, and a magazine of this type is in demand by modern managers, the investment attractiveness of the project is obvious. The environmental friendliness of the business forms the basis of its modern image and commercial success, so he is also quite willing to join in the implementation of these projects. Currently, the position of socially responsible business is becoming more and more popular: by participating in improving the country’s environment, entrepreneurs can do much more for the healthy future of the country and its inhabitants. Among the authors of the magazine are the most famous Russian scientists, leading specialists and analysts in the field of economics and finance, law, natural sciences, and business executives. The audience is managers who strive for leadership and win, are ready to improve and replenish their own knowledge, who understand that today it is possible to conquer the market only by focusing on quality, that environmental friendliness of production is one of the main factors sustainable development business. PR specialists of enterprises who are interested in talking about the environmental responsibility of the enterprise. Also, the truth about the environmental cost of many enterprises creates a negative public opinion about this enterprise and its leaders, and often forces people to take specific measures. The magazine helps specialists engage in dialogue with the public and try to jointly develop a set of measures to improve the situation. The mission is to create a new business environment in Russia, fundamental to which are Social responsibility business, environmentally friendly production and solutions. There has never been such a publication in the city, or perhaps in the country. Unlike existing newspapers and magazines, “Ecology of Business” will not only cover problems of environmental friendliness of business, but also widely involve entrepreneurs themselves in speaking on its pages. For this purpose, it is expected to conclude contracts with several managers of small enterprises and entrepreneurs without education legal entity for the provision of information services to the editorial office. The attractiveness of the new publication will also be achieved by the distribution system, which provides for targeted delivery of the magazine during the first six months of the editorial office. Currently, the Founders of Business Ecology have a database of 25 thousand potential readers (managers of enterprises, ecologists, PR specialists of large factories). The composition of persons in the database is constantly monitored and supplemented. Thus, the initial circulation (without retail sales) will be about 20,000 copies. In this regard, to ensure the sustainable operation of the editorial office, initial 100% budget funding in the amount of two million rubles is expected. It is planned to fully bring “Business Ecology” to the level of 75% budget funding by the end of 2005.

Edition

Format: A4.
Circulation: 20,000 copies.
Paper: glossy.
Printing: full color
Volume: 35 pages + cover
Packing: cellophane or cardboard box.
Frequency: monthly.
Distribution: targeted distribution, distribution at exhibitions at special exhibition stands, later - retail sales. The attractiveness of the publication will be facilitated by the fact that, along with environmental information, the reader will find practical economic advice. Main headings:
"Clean" business"
Axioms of environmental management
World experience
Expert's view
Environmental investigation Legal field and others. It is planned to regularly conduct environmental ratings of enterprises. The level of environmental safety of enterprises’ activities will have to be assessed according to the following criteria:
- The level of environmental friendliness of activities (the impact of various company actions on the environment, the use of environmentally friendly materials and procedures within its business);
- Level of environmental management (the attitude of the company’s management to environmental safety issues and its willingness to comply with environmental safety rules and monitor the environment);
- The company’s openness to environmental issues and readiness for dialogue with organizations dealing with environmental safety issues (including non-governmental and government organizations). The bioeconomic direction of the magazine covers and analyzes environmental problems through the prism of interaction and mutually beneficial cooperation between ecology and economics. This includes publications promoting positive experience in environmental management, advocating environmental justification economic projects, any economic activity. It is worth mentioning other forms of work such as: environmental analysis, environmental monitoring (systematic observation of natural objects), compiling dossiers on environmental issues. The publication will contain high-quality illustrations provided by foreign environmental organization, we involve professional environmental journalists in the project who have specially trained abroad. The quality of printing and paper is the highest.

Market analysis

Monitoring of 423 printed publications and Internet sites in St. Petersburg showed that the city’s funds market mass media consists of industry publications, information and journalistic, advertising and entertainment. If we talk about industry magazines, the leaders here are publications devoted to medical problems (business plan for a medical center), construction and equipment markets. Media dedicated to environmental protection units. Environmental journalism appears in Russia with a very serious delay. Environmental publications are now appearing (and disappearing) at an unfathomable rate. Various newspapers, magazines, news agencies– all-Russian and regional, television and radio programs entirely devoted to environmental issues. They are often divided, as are the journalists writing on this topic. Many media outlets cannot withstand the competition, the heavy economic burden, do not find their readers and the necessary sponsors - having flashed on the horizon of environmental journalism, they soon go out, giving way to other daredevils, noble fighters for the environmental health of the planet. Environmental publications rarely appear in Soyuzpechat kiosks, and private press distributors do not stock them at all. This is explained by the small circulation of publications and the disinterest of traders in such “non-commercial” products. That is why such publications are so short-lived. One of the reasons is not enough good quality"green" publications are that they are sorely lacking professional journalists, advertisers, photographers, and designers. Due to the lack of professionally trained personnel, one has to engage in amateur activities: there are often cases when an environmental activist himself is at the same time the editor-in-chief of a newspaper, and a reporter, and an artist, and a layout designer. "Green" publications rarely manage to attract good professional journalists - work in this kind of media is for some reason considered unprestigious among many journalists. If we talk about style, then, probably, there is a lack of lively conversational language, ease of addressing the audience, and this is one of the reasons why many articles in the “green” press simply do not have the strength to read to the end.

Due to the complex presentation of information, often inaccessible to the understanding of the average person, “green” publications have developed their own, very limited audience, consisting mainly of environmental officials, scientists, teachers and the participants in the public environmental movement themselves.

Articles about environmental friendliness of business have begun to appear in the city's business media, but they are published irregularly.

The only environmental publication in St. Petersburg is “Ecology and Law,” a publication of the St. Petersburg Environmental Human Rights Center “Bellona”. It covers environmental issues, environmental legislation, news, but there is no information intended specifically for entrepreneurs. Of course, those managers who have already understood the importance of environmental responsibility can find important information in the magazine, but little is written specifically for them. Businesses today need to be educated and taught to be environmentally friendly.

Thus, our magazine has no competitors in the chosen market.

The market segment that is expected to occupy is more than 20 thousand potential buyers. (for the composition of the magazine's buyers, see the Summary) As shown marketing research, 80% of them are not satisfied with the state of the media market in terms of their interests. We do not exclude that our audience will be much wider due to coverage of neighboring regions.

There are objective problems in describing the number and structure of “Directors”, because the group is relatively small. In addition, keen interest in this problem has given rise to certain “opinions” and “judgments” that are not supported by facts. The concepts of “manager” and “wealthy/rich person” are often identified. There is an opinion about the homogeneity of information preferences and behavioral styles of Managers.

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Let's try to present the opinion of GORTIS specialists on this issue. The point of view is based on a comprehensive analysis of secondary information and the results of research conducted by specialists from MIC "GORTIS" in St. Petersburg since 1991.

About 80% of “directors” are men. Between 25 and 44 years old - 65%, over 45 years old - 20%, and under 25 years old - 15%. Have higher education- 80-85%% Managers.

The average level of well-being of the families of Executives is 4.5 times higher than the average for St. Petersburg. Each member of the Leader's family receives an average of about 8,000 rubles (a little less than $300). At the same time, almost half of the Managers have an income per family member per month of less than 5,000 rubles. No more than 25% of managers (7-8 thousand people) live in families with a wealth level of more than 1000 USD per month per family member. It should be noted that 20% of executives use public transport to get around the city! Obviously, the myth about the identity of the concepts “manager” and “wealthy/rich person” is not confirmed.

Marketing strategy

Preparation period
Issue 2 signal numbers with an offer for advertisers. Distributed free of charge through the database. First signal number. 10,000 USD (edition + layout + circulation)

Conduct legal registration(founder, publisher, editor-in-chief, distributor), create a primary database, release the first signal (presentation) issue.

Printing of the pilot number: format 215x275 mm. volume 86 pages + cover. colorfulness: block and cover - 4+4. paper - block 115 g/m2 matte chalk, cover 200 g/m2 matte chalk. fastening - KBS. Cover finish: single-sided matte laminate. circulation - 1000 copies.

Cost of one copy. 2.20 USD (with a circulation of 50,000, the cost of one copy = 1.00 USD) Printing cost: 62,400 rubles.

Prepare a second signal (pilot) issue for release, taking into account the wishes of potential advertisers and readers. At the same time, it is necessary to recruit editorial staff, managers, advertising agents and find an editorial office.

Editorial estimate for the first month (one issue)
The salary of editorial staff is 40,000 rubles. Four people (chief editor, staff photographer, 2 staff correspondents) 10,000 rubles each.
Typesetting and layout – 30,000 rubles
Professional layout of 80 pages (40% advertising units) at the rate of 300 rubles per page - 24,000 rubles.
Typing and correcting text – 6,000 rubles.
Office rental. – 50,000 rubles Outskirts of St. Petersburg, not far from the metro station, approximate area 50 sq.m., MGTS telephone + internet, furniture. approximate cost rent per month – 50,000 rubles.
Additional expenses – 34,000 rubles
the cost of developing and printing photographs is 15,000 rubles.
mobile connection– 5,000 rubles.
Internet – 3,000 rubles.
transportation costs (gasoline) – 6,000 rubles.
Consumables for work and office equipment (paper, printer cartridges, pens, folders, paper clips, etc.) – 5,000 rubles.

Total: editorial expenses per month amount to 154,000 rubles.

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Office equipment (one-time investment) - 90,000 rubles, two computers - 60,000 rubles. black and white laser printer A 4 – 6,000 rubles. inkjet color photo printer A 4 – 9,000 rubles. scanner A 4 – 5,000 rubles. telephone-fax – 6,000 rubles. selection of CDs for work 50 pcs. (design, encyclopedias, etc.) – 4,000 rubles.

TOTAL for the editorial office: 306,400 rubles

Presentation. 5,000 USD

Second signal number. 10,000 USD (editorial + layout + circulation) Release the second signal (pilot) issue. Circulation – 1000 copies.

Advertising agents

Agent's salary: 500 USD per month + 10% of each transaction. 10 agents required. We conclude deals with advertisers for the quarter (September, October, November). From June to October 2005, the circulation will be distributed directly. In the future, distribution will be carried out both targeted and retail sales.

When forming the subscription price, we take into account that delivery of one copy through post offices in the first half of 2005 costs 3 rubles. 48 kopecks, in the second half of the year the cost of services is expected to increase to 3 rubles. 90 kopecks and its preservation throughout 2006. The editors intend to set a catalog price for subscription at the rate of 3 rubles. 54 kopecks per copy in 2005 and 3 rubles. 90 kopecks in 2006. Under such conditions, the subscription price for half a year in 2006 will be: catalog price - 38 rubles. 40 kopecks delivery cost - 3 rubles. 90 kopecks subscription price - 79 rub.

In retail sales, one copy will cost 83 rubles in 2006. In this case, the cost of Rospechat’s services will be one ruble.

It is assumed that the role of the main advertising agent the magazine itself will play. The advertising campaign in other media will begin in October 2005 simultaneously with the release of the first issue. A total of 100,000 rubles will be spent on advertising in October 2005.

The distribution method is direct delivery from the manufacturer to the reader. Later - through the roprint network.

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Stimulation methods - image advertising before the magazine enters the market. It is necessary to explain to the target audience what social responsibility is, environmental friendliness of business, and that green business is the future. A series of short videos are planned on federal channels, as well as advertising in business publications of the city, direct mailing and participation in environmental exhibitions. The image of a quality publication will be maintained highest quality information, illustrations, printing and paper. Our publication is high quality in all respects.

To select advertising media, we will use research data from MIC "GORTIS". According to specialists from MIC "GORTIS", the media preferences of managers are very heterogeneous. On television, “directors” prefer to watch NTV and, to a lesser extent, ORT. News is usually watched starting at 21:00.

They read newspapers. Most Read by Leaders senior management general information publications - “AiF”, “SPb Vedomosti”, “MK in St. Petersburg”, “Business Petersburg”, “Kommersant”, “Advertising Chance” and “Izvestia”. It should be noted that none of these publications is read by more than 25% of the group. The bulk of the listed publications are read by 10-20%% of “directors”.

It should be noted that managers do not ignore free publications. They don't pass! Both “Center Plus” and “Extra Balt” can be quite successfully used to “transport” special information to individual managers.

Among the magazines, they definitely read “Expert”, “Money”, “Power”, “Itogi” and “Behind the wheel”. The most popular radio station managers are: “Europe Plus”, “Melody”, “Petrograd - Russian Chanson”, “Radio Baltika”.

Production plan

Typesetting and layout will be carried out on our own equipment, printing will be done in the state printing house. Printing paper will be provided by the same printing house at stable prices.

As calculations show, by the end of 2005 the editorial office will reach the following indicators: expenses - 2,129.828 thousand rubles; income - 504.0 thousand rubles; Thus, by the end of the project, the editorial office will increase financial stability and ensure increased profitability of further production.

COSTS: 1. Equipment of workplaces; 2. Rental, operation and maintenance of the building; 3. Printing services; 4. Paper; 5. Delivery; 6. Remuneration; 7. Car rental; 8. Household needs; 9. Communication, subscription; 10. Advertising; 11. Total expenses; INCOME: 12. From advertising.

Organizational plan

The editor-in-chief of the journal is: ________________. He is a professional journalist with more than 6 years of experience; for the last 2 years he has worked as editor-in-chief of the newspaper Ecology and Law.

Invited to the positions of correspondents: ______________

Based on the results of the competition, the following were selected for the position of observers:___ __________________________________________

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The following divisions are created within the editorial office: - management; - editorial and publishing center; - advertising agency; - secretariat; - creative Group.

The staffing table is given in the appendix. The salaries indicated in the table are set for 2005. For subsequent years, indexation corresponding to the level of inflation is provided. In addition to full-time employees, the editorial office intends to attract journalists and other specialists under contractual agreements. Twenty thousand rubles are allocated monthly for this.

Long-term development, risks, exit strategies
It is planned that “Ecology of Business” will become an information sponsor of many specialized exhibitions of products and services of environmentally oriented industries, taking place in St. Petersburg, the regions and abroad.

The magazine will develop not only by increasing circulation and volume, but also through applications. It is planned to release at least 2 applications. One of them is an independent rating of environmentally responsible enterprises. During the implementation of the project, the following crisis situations are possible, in which the authors of the project propose to act accordingly. Possible crisis situations Ways to minimize losses Failure of the printing house

Dismissal of employees whose positions are provided in the singular The number of subscribers will not reach the number for which forecast calculations were made Financial indicators by the end of 2005 will be lower than calculated. A transition to another printing house is envisaged. This will require additional costs for transport, which will be compensated by reducing costs for other business needs and communications.

The editor-in-chief has a database that allows short time select a person for the vacant position. In the event of a request for payment in excess of the payment established by the staffing table, compensation will be made from advertising expenses

For the entire period of the project, workers will be hired under a contract, which will be renewed if the situation is favorable. The duration of the first contract is one year. The reduction in the number of employees will be carried out according to the forecast of the financial situation that has developed based on the actual number of sales.

The memorandum of association stipulates that the founders will make an additional contribution, allowing them to fully repay the lender in accordance with the loan repayment schedule.

The financial analysis

The financial prerequisite for success in project implementation is the creation starting capital in the amount of two million rubles and production activity editors.

It is expected that from the sale of the circulation the editorial office will receive (Appendix 11): § in 2006 – 840.80 thousand rubles.

Total receipts from sales of circulation and advertising - 16,748.88 thousand rubles.

For the period from 2005 to 2006 the following expenses are assumed:
for equipment of workplaces – 469.1 thousand rubles;
for rent, maintenance and operation of the building - 910.8 thousand rubles);
for printing services – 2320.00 thousand rubles;
on paper – 2757.06 thousand rubles;
to pay for postal services for delivery of the magazine - 735.84 thousand rubles);
for wages – 2933.84 thousand rubles;
to pay for transport services – 273.60 thousand rubles;
for household needs, business trips – 172.8 thousand rubles;
for communication, subscription – 108.00 thousand rubles;
on advertising campaigns– 408.00 thousand rubles;
for loan servicing – 900.00 thousand rubles.
Total expenses will amount to 11989.04 thousand rubles.

Applications

Annex 1.
Calculation of costs for printing the edition "Ecology of Business" (for 1 month) 1. Production printed form 7,200 rub. x 2 rooms - 14,400 rub. 2. Printing 1,350 rub. x 2 numbers = 2,700 rub. 3. Paper 490 kg. x 14 rub. = 6,860 rub. TOTAL - 23,960 rub. \ month. Note: the calculation was made based on the cost of printing based on 16 pages of A3 format with a monthly circulation of 20,000 copies; The magazine is published once a month. Application. Advertising expenses "Business Ecology" 1. Creeping line 6000 RUR x 2 advertisements. campaigns x 2 TV channels = 24,000 rub. 2. Services of third-party advertising companies RUB 8,000. x 2 adverts campaign = 16,000 rub.

TOTAL - 40,000 rub.

Appendix 2.
Business Ecology expenses in 2005
Consolidated estimate for the implementation of work to finance the journal "Ecology of Business" for 2005: No. Cost items Total price 1. Payroll 666000.0 Payment according to the staffing table (34800x12) 417600.0 Bonuses (34800x3) 104400.0 Fees (12000x12) 144000 .0 2. Unified social tax payroll (35.8%) 238428.0 3. Material costs 837.4 including 1) payment for printing the circulation (23.400x12) 280800.0 2) payment for business trips (5.000x12) 60000.0 3) payment for office supplies (1.500x12) 18000.0 4) software update and technical equipment 30,000.0 5) advertising costs (20,000x2) 100,000.0 6) subscription campaign costs (20,000x3) 60,000.0 7) Internet services (2,000x12) 24,000.0 8) cellular, paging and other communication services 35000.0 9) transport services 250000.0 10) operating expenses (3300x12) 39600.0 4. Overhead expenses 388000.0 1) Rent and payment utilities(24.000 x12) 288000.0 2) Tax deductions 100000.0 Total: 2189828.00
The Contractor has the right to redistribute up to 20% of funds from each cost item within the agreed price.

Appendix 3.
Staffing list of "Business Ecology" for 2005 (increase wages employees by 30%): Position Number of units Salary Amount 1. Editor 1 10,000 rub. 10,000 rub. 2. Executive secretary 1 7500 rub. 7500 rub. 3. Commercial Director 1 8200 rub. 8200 rub. 4. Correspondent 3 4900 rub. 4900 rub. 5. Photojournalist 1 4900 rub. 4900 rub. 6. Layout operator 1 5000 rub. 5000 rub. 7. Driver 1 5500 rub. 5500 rub. Total for 1 month 9,46,800 rub.

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