Business plan for articles in magazines. Magazine publication

In this material:

The publishing business does not lose its relevance even in the Internet era. Many Russians still prefer printed materials. Why not make money from this? The magazine's business plan will help an entrepreneur open his own business.

Description of the business idea and its relevance

More than 13 thousand publishing houses – newspapers and magazines – are registered with the Ministry of Press. Most of Of these, these are small and narrow-profile publications. Of these, only 300 are regularly published.

These statistics may seem disappointing. Indeed, competition in the printed products market is very high. Small publishers are being squeezed out by larger ones, some of which operate under license from foreign journals.

However, every year several new monthly magazines appear on the market, which manage to take their place in the sun and become profitable.

Sources of income for the glossy magazine:

1. Paid subscriptions. The reader pays for the content published on the pages of the magazine.
2. Advertising placement. Advertising units occupy up to 30%. Large companies are willing to pay a decent price to have their brand advertised on the pages of the publication.

How to open your magazine?

Selecting a topic

The choice of topic is one of the most important and responsible moments on which the future of the journal depends.

Topic selection criteria:

1. Interest. The topic should appeal to the owner of the magazine. This will ensure his involvement in the business organization.
2. Knowledge of the topic. There is no point in opening a magazine on an unfamiliar topic. It is unlikely that such publications will be able to compete with other, larger editions.
3. Submission of content. What style will the articles be published in, what materials will they be decorated with?
4. Periodicity. How often will new issues be published - once a week, month, six months.

The target audience

The target audience is potential buyers. No business is launched without analyzing the target audience.

Target audience analysis includes:

1. Determining the number of potential readers. For example, if the topic is narrow, it will be of interest to a small segment of the target audience, and few will subscribe. On the other hand, popular topics are already taken, making it more difficult to break through.
2. Gender, age. What audience is the content targeted at? For example, women read magazines more readily than men. Selling printed products to them is much easier.
3. Purchasing power. If the target audience does not have money, it is unlikely that they will subscribe to a glossy magazine. On the other hand, even with children's magazine you can get high profits.

Analysis of target audience is carried out marketing agencies. They help the entrepreneur create a portrait of a potential buyer - determine his interests, purchasing power and everything he needs to know to start his own business.

Market analysis

Current data is provided after ordering (see at the end of the article)

Competition on Russian market printed products are very high, so without market analysis - nowhere.

Market analysis will include:

1. Demand Offer. How in demand are magazines on the chosen topic, how great is the competition among publishers.
2. Studying competitors. Required comprehensive analysis all magazines that are published on the selected topic. Studying competitors gives important information, on the basis of which a unique, higher quality product is created.
3. General market conditions. How popular printed products now and how popular it will be in the future.

The analysis should show how the market will react to the introduction of a new product.

Possible risks

The publishing business is too risky. Statistics also speak to this: out of 13 thousand publications registered in Russia, only 300 are published regularly.

1. The magazine will not be read. All niches are already occupied. To New Product Please note, it will take time.
2. Unprofessional team. Assembling a team of good writers, editors and designers is not easy. Incompetent employees can slow down the development of a project.
3. Long payback period. Advertisers will cooperate with the publication only after it becomes popular.
4. The project will not pay for itself.

Organizational plan

Registration of activities

IMPORTANT: According to the law on “Mass Media”, all printed publications must be registered with Federal service in the field of communications, information technologies and mass communications.

To do this, an application is submitted to Roskomnadzor.

The statement states:

1. Information about the founder or founders.
2. Name of the magazine.
3. Topic or specialization.
4. The language in which the content is published.
5. Distribution form.
6. Frequency of new releases.
7. Editorial address.

The following documents are attached to the application:

1. Extract from the Unified State Register of Legal Entities – for legal entities or a copy of a passport - for individuals.
2. Layout of the future magazine.
3. Receipt for payment of state duty. The fee is 9,000 rubles. For erotic magazines – 80,000 rubles.

Documents can be sent by mail or brought to Roskomnadzor yourself.

Delivery address: Moscow, Kitaygorodsky proezd, 7, building 2.

Rent of editorial premises

The reader does not care where the publication's office is located. Therefore, the choice must be made based on economic considerations. It is not necessary to immediately rent an expensive office - at the initial stage there will be enough space in which employees can work comfortably.

In addition, the office must have the Internet - there is no point in renting a room that either does not have the Internet or cannot be connected.

Purchase or rental of equipment

If you can save on office rent, then you don’t need to save on equipment - it’s important for a glossy magazine high quality print.

The minimum cost for the purchase of professional printing equipment is 2,000,000 rubles.

An alternative option is to enter into a contract with a printing house or rent one.

Additionally, you will need office equipment - computers, telephone, printers, fax and furniture.

Formation of staff

A professional team is one of the criteria for success.

To start the journal you will need:

• authors of articles;
• editors;
• proofreaders;
• designers;
• marketers;
• layout designers;
• accountant.

Article writers and editors should specialize in the topics they work on. Their task is to create unique and interesting content, after reading which the reader will want to buy the next issue. There are few such specialists, you will have to look for them.

Marketing and advertising

Login without advertising publishing business doesn't make sense. Preparation of materials for printing should be accompanied by powerful advertising campaign. How else will a potential reader find out about the existence of a new magazine?

The marketing strategy is developed based on the topic and specifics of the magazine. For example, it is better to sell magazines on automotive topics at gas stations and other places frequented by motorists. If it is a business topic - in large business centers.

It makes sense to sell through kiosks only after the publication becomes popular and recognizable.

• TV advertising;
• Internet - social media, placement of banners on thematic sites, forums;
• printed publications;
• advertising articles in the media;
• advertising by mail;
• billboards;
• announcements in transport;
• affiliate marketing.

Financial plan

Current figures are provided after ordering a business plan

Investments in the project

Initial investment:

• purchase of equipment – ​​2 million rubles;
• paperwork – 10 thousand rubles;
• purchase of office furniture – 40 thousand rubles;
• advertising – from 300 thousand rubles.

The larger and more often the circulation, the greater the investment.

Current expenses

Monthly costs:

• office rent – ​​from 10 thousand rubles;
• utilities – from 5 thousand rubles;
• employee maintenance – from 150 thousand rubles;
• payment of taxes.

ATTENTION! The cost of renting an office and maintaining employees may vary depending on the region.

Income

Profitability depends on the success of the sale of printed products.

Income depends on:

• publication topics;
• circulation;
• solvency of the audience;
• presence/absence of advertisers.

Profit magazine

The average cost of a glossy magazine in Russia is 250 rubles. With a circulation of 5 thousand copies, earnings from sales will be 1.25 million rubles. But this is impure income, from which you need to subtract the costs of printing, employee salaries, office rent and other expenses.

Net monthly earnings under such conditions are about 300 thousand rubles.

The income of a glossy magazine directly depends on the topic, readership, marketing strategy and methods of implementation. Only with a competent approach to organizing this business can it become profitable. To achieve this indicator, you need to be one step ahead of your competitors.

Order a business plan

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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. It is not recommended to start such an enterprise without preliminary study and analysis of the market, without assessing your own strengths. 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 stands 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 the company with limited liability(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 the case when the landlord of the office premises undertakes the cleaning of the premises.

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) for 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 a passenger 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 total area 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 extract the most interesting conditions from sellers.
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 you do everything correctly and with high quality, if you don’t skimp on employees and on print quality, and don’t interfere in editorial policy, then you can achieve good results. financial indicators.

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.

A person should always receive information about the world around him. Internet, television, radio, newspapers and magazines. The business idea of ​​opening a magazine is good; it can bring you good income in the future. Develop your magazine business plan.

When drafting this document, you need to take into account many variables that affect your business. The magazine's business plan will play the role of a step-by-step guide, a guide.

The magazine's business plan plays a vital role in attracting capital. Whether it is investors or a bank loan, you need a business plan for the operation of the enterprise. Only after viewing it, you can get financial assistance from outside. I offer you a magazine business plan template.

General section

This part of the magazine business plan will describe your business in general. What do you plan to do, a brief mechanism for implementing the plan. The main sources of income and expenses are described. Write this section last, when the main figures of the financial section are ready.

Descriptions of the enterprise

This is a business plan for a magazine that will deal with advertising. The specific topic of the journal will not be specified. You need to determine the topic you want to work with. Pay attention to the size of the target audience, the ease of processing information, and the number of its flows.

I propose to open a magazine with 60 - 100 A4 printed pages. This is a magazine of 30–50 sheets, of which 50% is advertising, and the rest is content on the chosen topic. When registering, it is better to select a type advertising magazine, then you can place more advertisements. If you choose another form, then by law advertising can only occupy 40% of the total information.

Market analysis

The purpose of this part of the magazine’s business plan is to determine the target audience and the number of competitors on this topic. You also need to, if possible, calculate the circulation of your competitors and places of sale.

Sales section

On at this moment When developing a business plan, you already know its topic. Engage in sales planning and advertising. The first two editions (pilot) will be free, this is done in order to attract the attention of readers and get a first positive impression. New product They will buy with caution, because there are many alternatives. Moreover, alternatives have been on the market for a long time and they are known by sight. You need to show your presence in the market in a similar way.

Production plan

Now let's move on to the most difficult section. You need to plan how many workers you will need and what equipment to purchase for them.

Finding premises will be a top priority. You need to find an office that will have several large rooms where employees can accommodate. You need to have several separate rooms for different sections of the magazine. Due to the nature of each section's operation, an appropriate environment is required. You will need a room of up to 100 square meters.

Recruitment will play the most important role. It doesn’t matter what quality the paper is if it has boring writing on it and is not useful to anyone. interesting text. You will need Chief Editor, who will be responsible for the information component. Two full-time correspondents, as well as an unlimited number of freelancers. A literary editor who will be responsible for all text submitted for printing. The proofreader may be a staff member or come only to check the final material. Two designers who will design all articles in the issue. Driver for transportation necessary documents and other things. The head of the sales department, who will manage all ongoing contracts, are often experienced people who already have their own circle of acquaintances and it will not be very difficult for them to promote the magazine in the media. Such a person can be hired, lured, or raised in your own editorial office; this requires either funds or time. Two pop sales managers who will bring clients and advertisers; their main income is interest from transactions.

Purchasing office equipment will not be cheap. Every employee needs to buy a computer. Designers need pretty powerful machines to handle designs and images. You will also need various Office equipment and equipment. The office also needs to be equipped for ease of work. Don't skimp on this section. You can buy used equipment, young magazines do this, but this does not help them stay on the market. They don't survive in the market. It’s better not to spare money in the future; it will save your business.

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, quality of printing, successful experience creator company in other projects.

Let's consider the structure of a typical business plan for a glossy magazine. Download on our page sample business plan so that you can compare the theory below with real example from practice.

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 in the possibility of achieving 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 organizational structure publishing houses, ways of interaction between individual departments, methods of their coordination and control.

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

When compiling an approximate staffing table 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”

Ministry of Education and Science of Ukraine
Faculty of Economics and Management
Department of EOP
Course work
in the discipline "Enterprise activity planning"
on the topic: Business plan of the private enterprise “Author”.
Simferopol, 2008
Content

Summary
1.Description of the enterprise and industry
2.Product characteristics
3.Research and analysis of the sales market
4.Competition and competitive advantages
5.Marketing plan
6.Production plan
7.Organizational plan
8. Financial plan
9.Evaluation of project effectiveness
Bibliography
Summary

Private enterprise "Author"
The idea of ​​this type of business, namely: the author’s development of designs, patterns, diagrams and descriptions of the assembly of architectural models (“houses”), production of original layouts, production and sales (distribution), with a circulation of 8 thousand copies monthly, of the design magazine “Multi” - World" for children from 10 years old. A business plan is drawn up for analysis and economic calculation of the feasibility of a business project.
The goal and thematic focus of the magazine is a creative game that methodically develops diligence, patience and accuracy in children. Making models with your own hands, visiting the World of Form, feeling the fragility of your creation, contribute to both broadening your horizons and creating a sense of harmony and beauty. A child’s life is filled with real joy from interesting work and the anticipation of new encounters with the magazine.
The goal of the editorial team is to develop public interest in modeling and creativity, and, as a result, increase demand for their products.
Currently, the magazine is registered in Crimea, but in the near future it is planned to re-register the magazine in Ukraine and acquire rights for it subscription edition across the territory of Ukraine. This will increase the area of ​​product consumption tens of times. The company employs 9 people.
The state of emergency "Author" was registered on September 11, 2003 by Belogorskaya tax office. The main consumers are children under the age of 10 years, general education and Sunday schools, special schools for disabled children, children's health institutions of a seasonal and year-round nature in Ukraine and Crimea.
Enterprise management structure.

The main indicator of the enterprise’s performance and its production units in conditions market economy is profit. The indicators used to determine production efficiency are primarily related to the profit received.
The ratio of profit to the total cost of manufacturing a product determines the level of profitability of the product.
The ratio of profit to the cost of production assets characterizes the level of profitability of production.
In a market economy great importance acquires an analysis of the break-even performance of the enterprise and its production divisions when fulfilling an order for the manufacture of products. For this purpose, the critical output volume or “break-even point” is determined.
Equally important is the calculation of the return on capital investments in production assets. The efficiency of the enterprise and its production divisions can be predicted in the process of drawing up a business plan and deviations from the business plan and its implementation can be promptly eliminated. A business plan is needed not only by the entrepreneur himself, but also by potential investors.
The value of a business plan is determined by the fact that it:
makes it possible to determine the viability of a future enterprise in a competitive environment;
contains the main stages according to which the entrepreneur will act at the stage of formation of the enterprise;
serves as an important tool for obtaining financial support from external investors.
1. Description of the enterprise and industry

Private enterprise "Author".
The private enterprise "Author", the editorial office of the magazine - designer for children "Multi - World" is located in Crimea, in the city of Belogorsk on the street. Cherkasskaya 157.
The Avtor company is engaged in the production of printed products, preparing for publication of various projects ordered by publishing houses, including author’s developments, and packaging magazines in cellophane.
The editors publish no more than 1 issue of the magazine per month.
The company "Author" was registered on September 1, 2004.
Place of registration - Belogorsk Tax Inspectorate.
Legal address - Belogorsk, Cherkasskaya street 157.
To better characterize this enterprise you need to consider its strengths and weaknesses.
SWOT(strengths and weaknesses of the enterprise)

Table 1.

Factors characterizing the enterprise	Advantages	Flaws
1. Enterprise management (entrepreneurial culture, employee motivation system)	1. The team was selected for psychological compatibility. 2. All employees have the necessary skills, experience and do not need special training. 3. Financial incentives employees (various bonuses, labor compensation, etc.) 4. Control over product quality.	1. We do not have our own printing house.
2.Marketing (sales organization, location of the enterprise, phase life cycle goods)	1. Conclusion of contracts with consumer companies. 2. Charitable contributions. 3. Product life cycle stage - implementation stage	1. The editorial office is located in a small town.
3. Production	1. Planning of production volumes. 2. Advance payment for the next edition. 3. Packing the magazine in cellophane. 4. New equipment. 5. The magazine has a smaller format compared to other publications.	1. Small production areas.
4. Scientific research and development	1. Collection of information from all possible sources. 2. Product certification	1. Lack of international certificate
5. Finance (availability own funds)	1. Availability of only own funds (money was not borrowed).
6. Personnel (skills and professional shortcomings)	1. Selection of the most qualified workers (on a competitive basis). 2. Experience in your activities. 3. Honest and conscientious attitude to work.	1. The manager carries out quality control of the staff’s work every day.

Opportunities and threats of the external environment

Table 1.2

Characteristics of the external environment	Possibilities	Threats
1. Economic environment	1. Expansion of product markets 2. Increasing market capacity 3. Acquisition of rights to a subscription publication on the territory of Ukraine. 4. Price dumping by competitors.	1. Uninsured business 2. Reducing competitors' prices 3. Failure of transactions with retail outlets.
2. Political environment		1. Government changes to personal property rights 2. Changes due to force majeure.
3. Socio-cultural Wednesday	1. Development of interest among the population in modeling and creativity. 2. Formation of a sense of harmony and beauty in children. 3. Broadening your horizons.
4. Technological environment	1. Improved print quality. 2. Purchase of the latest equipment.	1. Obsolescence of equipment.
5.Demographic environment	1. Increase in population.	1. Population migration 2. High mortality rate

Enterprise mission
Currently Currently, the magazine is registered in Crimea, but in the near future it is planned to re-register the magazine in Ukraine and acquire the rights of a subscription publication on the territory of Ukraine. This will increase the area of ​​product consumption tenfold.
Enterprise goals:
1. Gaining market share:
a) penetrate new market segments;
b) improve the image of the product;
c) improve public vocation;
d) increase demand for products.
2. Improve production efficiency
a) increase in production volume;
b) provision the best conditions for the production of goods;
c) produce better and better quality product than competitors.
3. Social goals:
a) improve the system of material and moral incentives for personnel;
b) improving working conditions;
c) developing interest among the population in modeling and creativity.
4. Financial stability:
a) increase the financial stability of the enterprise.
5. Prestige and market position:
1) improve public vocation;
2) improve the image of the enterprise.
2.Product characteristics

The manufactured product is a monthly magazine with a set of patterns, a description and assembly diagram of a model of an architectural structure on a scale of 1:100 in a full-color cover with a photograph of the finished model. The language of publication is Russian. All presented designs are original. Copyright reserved. Today, there are no such publications either in Crimea or Ukraine, so it can be considered a novelty. Germany and Poland have developed a very powerful industry for the production of such magazines, but they are not available to our consumers, and their cost is much higher. The goal and thematic focus of the magazine is a creative game that methodically develops diligence, patience and accuracy in children. Making models with your own hands, visiting the World of Form, feeling the fragility of your creation, contribute to both broadening your horizons and creating a sense of harmony and beauty. A child’s life is filled with real joy from interesting work and the anticipation of new encounters with the magazine.
Characteristics and structure of products

Table 2.

The manufactured product is a design magazine for children over 10 years old “Multi-World” consisting of: A set of colored paper patterns (2-6 sheets of single-sided, full-color printing, A-4 format).
1) Cover (1 sheet duplex printing, front side - full-color printing, internal - black and white, A-4 format). On the inside there is a description and assembly diagram presented in the model number.
2) Cellophane packaging.
The magazine is essentially a souvenir that has to be completed by the consumer, i.e. it has an educational, labor and entertainment orientation.
Pricing for 1 product

Name of cost items	Value, units
1. Production cost: v depreciation v rent v Payroll of management personnel v Deductions from the payroll of management personnel v Payroll of production personnel v Deductions from the payroll of production personnel v utility bills v wear of the MBP v payment for third party services v losses from defects in production v transport content v container v MOS v deductions from MOP	0,01 0,03 0,13 0,05 0,17 0,06 0,03 0,01 1,6 0,02 0,13 0,02 0,09 0,03
Total:	2,38
2. Commercial cost: v advertising v MIS costs v security	0,08 0,01 0,02
Total:	0,11
3. Full cost: v production cost v commercial cost	2,38 0,11
Total:	2,49

The total cost of one magazine is 2 UAH. 49 kopecks
1. Expected profit - 40%
2.49*0.4=1 UAH. 2.49+1=3.49 UAH.
2. Price with VAT:
3.49*1.2=4.20 UAH.
3. Market research and analysis
The main consumers are children under the age of 10 years, general education and Sunday schools, special schools for disabled children, children's health institutions of a seasonal and year-round nature in Ukraine and Crimea.
The magazine is intended as a guide to basic modeling for children over 10 years old, but from reviews and letters to the editor it is clear that even grandparents have a keen interest in this process. Thanks to its low price, the magazine is available to almost everyone, regardless of their financial status.
Naturally, not everyone will regular customers of the products offered, since consumer demand, in this case, is determined by a person’s inclinations and his interest in the very process of modeling and creativity. But you can be sure that the magazine has its own consumer, and its percentage will grow. With an increase in circulation volumes, the cost will decrease, and therefore the selling price will also decrease, which should affect purchasing power for the better.
The magazine is published monthly. People interested in these products will be able to purchase them at any time, depending on their availability in the trade. For individual requests to the editor, it will be sent to the addressees by mail, cash on delivery. To purchase one copy, the consumer will have to spend from 4.20 to 4.70 UAH. The retail price depends on the markup percentage of trading enterprises and may fluctuate within these limits. The selling (wholesale) price of the editorial office is 4 - 4.20 UAH. The price of the edition depends on the volume of printed sheets with patterns.
The design magazine is a new product, has a smaller format compared to other publications, a colorful, original cover, cellophane packaging and contents that practically cannot become outdated, i.e. it is a complete souvenir or gift. These new qualities should interest the buyer.
Market segment - ARK.
Market capacity =
=15000+9800+11200+12000+17000+16600+8200+6000+8000=
=103800 grn.
Implementation will be carried out:
1) Through retail trading network"Soyuzpechat".
2) Available to order according to wholesale prices private trading enterprises, departments of public education, orphanages, general education and Sunday schools, children's sanatorium-resort and health-improving institutions.
3) Part of the circulation will be distributed by the editors by mail, cash on delivery for individual letters and applications.
4) 2% of the monthly output is planned to be used disinterestedly (for advertising purposes, gifts for children of low-income families, etc.)
Sales forecast
The expected sales forecast for 2008 is 179,000 magazines. It was planned to publish 8,000 magazines per month, and in the second half of the year to increase the volume of publication to 20,000 magazines monthly.
4. Competition and competitive advantages

In the market where Legend LLC operates, there are about 10 competing enterprises producing similar products. Let's take a closer look at the table

Characteristics of competitors	Newspaper "Class"	Magazine "Professor Kreid"	Super - coloring pages	Magazine "Get to Know"	Newspaper "Tele-cross"	Fairy tale crosswords	DIY Magazine	Magazine "Murzil-ka"	Magazine "Multi-World"
Volume of sales	15000	9800	11200	12000	17000	16600	8200	6000	8000
Market share	14,45	9,44	10,79	11,56	16,38	15,99	7,9	5,78	7,7
Price level	Short	Average	Average	Average	Short	Short	High	High	High
Financial position (profitability,%)	25%	20%	23,8%	18%	25%	21,7%	17%	11%	24,1%
Technology level	Short	High	Short	Average	Short	Short	Average	Average	High
Product quality	Short	High	Short	Average	Short	Short	Average	Average	High
Advertising expenses	600	700	100	700	150	100	800	200	300
Attractiveness of image	Known	Very famous	Known	Very famous	Izvestnoye	Little known	Very famous	Very famous	Little known
Time of activity of the enterprise	10	7	5	18	5	2	3	20	1

Analysis and assessment of competitors
Competitivenessmagazine "Multi-World"

Options units change	Coefficient- ent weightiness	Analyze- marketable goods	Product sample	Parameter- ric index	Measures to improve competitiveness
Regulatory production parameters Compliance - technical characteristics quality characteristics		Magazine “Multi-World” 1,0	Do It Yourself Magazine 1,0
Composite index for standard production parameters Consumer parameters: High quality products; The complexity of fiction; Technological feature of production.	Ai 0.4 0.4 0.5	28 10 14 16	26 12 15 11	Ian=1.0 Ifloor=1.0 0.833 0.933 1.454
Summary index by parametric parameters	1,0			In= Ai*P=0.4*0.833+0.4*0.933+0.5*1.454=1.4334
Economic parameters: Price	Hk 1.0	4,20	4,30	0. 98
Composite index by economic parameters	1.0	-	-	I = Yk*Ek =1,0*0,98=0,98
Integral indicator of competitiveness				K=Ian*In/Ie= 1,0**(1,4334/0,98)=1,463

Requirements Profile

Name of requirements	Score
	1	2	3	4	5
Sales volume, pcs/month	-		-
Market share, %		-			-
Price level, UAH.				-
Financial position (profitability), %				-	-
Technology level					--
Product quality					-
Advertising expenses		-		-
Attractiveness of image				-	-
Time of activity of the enterprise, years	-

Legend: Multi - world
Professor Craid

4. Marketing plan

The marketing plan includes the following stages :

Marketing strategy of the enterprise

Name of product	Segment market	Solvent demand	Marketing type	Product life cycle stage	State demand (by type marketing)	Marketing policy	Marketing actions.
						Commodity	Sales	Price	Communicative
Magazine "Multi-World"	ARK	High	Irrational nal	Implementations	Opposing	Innovation	Address policy national sales	Hold stable Noah prices, receipt maximum profit	Product promotion	Market research With for the purpose of product promotion.

Pricing policy is the art of managing prices and pricing, the art of setting prices for goods that are affordable to the consumer. The goal of the private enterprise “Author” is to obtain maximum profit, but with the expectation that the price of the product is acceptable for our consumers, and they would not leave us for our competitors. Therefore, taking into account the task, we will determine the price using the method: “average costs + profit”, but we will also not forget about the level of current prices.
Toward short-term goals pricing policy relate:
1. Stabilization of the market situation.
2. Enhancing the image of an enterprise or product.
Pricing strategy includes:
1.Strategy for strong market penetration. It assumes a relatively low price for a new product in the hope of attracting a large number of buyers and gaining a larger market share.
Scheme kacash distribution, etc.................