бизнес план на примере агентства по организации мероприятий

CONCLUSION

The purpose of this paper was the study of an enterprise operating in the entertainment industry, named LLLC “Podezhiki”.
The strategic events Agency “Podezhiki” was founded in 2002 by Michael Voronin and today the Company employs more than 50 professionals , being one of the best players for corporate and leisure activities on the Russian market.
The main types of services provided by the LLC “Podezhiki” are:
• corporate events;
• presentations;
• conferences and seminars;
• training and team building;
• marketing events;
• public and government sponsored events.
As of now, the Company under study has been more than 11 years in the event industry market and has carried out more than 900 projects in Russia and abroad.
The strategic events Agency provides the following types of ...

CONTENT PAGE

INTRODUCTION 3

CHARTER 1. General provisions of Entertainment industry 5
1.1. History and development of Entertainment industry 5
1.2. Objectives, principles and priorities of Entertainment industry 10
1.3. Historical, economic, political and cultural aspects of Entertainment industry
PEST-analysis 15

CHAPTER 2. Study of the company 20
2.1. History and formation digging LLC “Podezhiki” 20
2.2. Distinctive features of the LLC “Podezhiki” 25
2.3. Typical characteristics of the LLC “Podezhiki” 27
2.4. Financial performance of the LLC “Podezhiki” 28
2.5. SWOT analysis of the LLC “Podezhiki” 38

CHAPTER 3. Critical appraisal of the LLC “Podezhiki” 41
3.1. The current situation of the LLC “Podezhiki” 41
3.2. Difficulties encountered by the LLC “Podezhiki” 41
3.3. Development of measures to improve the situation of the LLC “Podezhiki” 42
3.4. Evaluation of the proposed measures to improve the situation of the LLC “Podezhiki” 43
3.4.1. Reduction in accounts receivable - a new post in the State 43
3.4.2. Reduction in accounts payable - payment schedule 46

CONCLUSION 53

REFERENCES 58

ITRODUCTION

The aim of this work is to study an enterprise of the event industry, determine its position in the event industry niche and identify possible ways for future development of the company.
The fact that the event industry is currently a dynamically growing market, which brings a steady income to their owners, testifies to the validity of the chosen topic and to the fact that the event industry enterprise deserves to be investigated as a significant phenomenon of the contemporary society.
To achieve this goal I will undertake the following steps:
• Analyze the current situation of the entertainment industry;
• Consider the historical stages of development in the entertainment industry of the Russian Federation;
• Identify influence of the main factors on the entertainment industr y (political, economic, cultural and other factors);
• Identify key objectives, principles and priorities of the entertainment industry;
• Make a detailed research of an event industry’s enterprise named Limited Liability Company (LLC) “Podezhiki”;
• Identify the major ways the event industry market has been following in its development;
• Analyze key financial indicators of the company ;
• Conduct a SWOT-analysis of the company ;
• Perform a critical analysis of performance of the LLC “Podezhiki”;
• Develop a set of activities to improve performance of the LLC “Poodezhiki”
Subject of research for this paper is the event industry, the object of the study is an event industry’s enterprise named Limited Liability Company (LLC) “Podezhiki”. The presented paper consists of an introduction, three chapters, conclusion and bibliography .
In the cause of writing of this paper works of the following authors have been studied: O.V.Alekseeva N.A.Andrianova, D.A.Bazarnova, O.P.Goleva, E.A.Danilova, A.S.Donetz, O.N.Dubrovskaja, D.A.Kabitskaya, MM Korsakov, A.A.Manikhin, Mark Sonder, A.P.Pankruhin, M.G.Snezhinskaya, N.N.Startseva, E.V.Filipovich.

35 billion coming close to the TV advertising market (5.4 billion U.S. dollars).In the 2012-2017 biennium, the fastest growth in consumer spending will be in the cable TV segment (11.9%), which in 2017 will reach US$ 2.5 billion and will retain the position among the six major segments of the Russian market of entertainment and media.CHAPTER 2. RESEARCH OF THE COMPANY’S ACTIVITIES.2.1. History of creation of the LLC “Podezhiki”.For the purposes of this paper, we investigate an event industry company named LLC “Podezhiki”. The company under study is a full cycle agency for strategic events; it organizes events to solve business tasks for customers.“Podezhiki” has been in the event market for more than 11 years, during this time it implemented more than 900 projects in Russia and abroad.As afull cycle strategic events agency “Podezhiki” provides the following types of activities:1. Comprehensive services for large corporate clients, organization of the entire spectrum of activities throughout the year.2. Organization of large-scale events in the following formats:a. HR Events:Summer;Sports;Incentive programs for sellers;Interactive performances;Projects for Internal Communications ;Family Day;Conferences;Seminars;New Year celebrations;Anniversaries of the company;Celebration of Company Day/Day of the brand;Teambuilding ;Quests;Congratulations of employees on national holidays (March 8, February 23, etc.);Subbotniks (voluntary labor);Road shows;Opening ceremonies of new offices;b. MICEIncentive tour for employees, partners and customers;Outreach activities for clients;Business outreach activities;Press tours;Dealer conferences;Quests;Cruises;Regattas;Event marketing;Social media campaigns;TTL- projects;Product Presentations;Client activities;Incentive programs for clients;Openings of new stores;Presentations of cars;Test drives;Road shows;Exhibitions;Forums;Congresses;Opening Ceremonies;Fashion shows;c. BTLPromo activities;Festivals;Sponsorship activities.Here is the history of the formation of the LLC “Podezhiki”.The company started in 2002 in a small, 6 m2, attic of a St. Petersburg apartment, when two economists, Misha Voronin and Olga Krinsky, made a decision to change their lives and devote themselves to the organization of events.The partners started “Podezhiki” with the very simple move – staging the first event as a raffle called “7 sleepless days” in which 10 divorced women from an accounting office of a St. Petersburg company participated. And a miracle happened: they earned their first money - $ 32!The next step was the choice of name for the company. Since the success of a newly built ship, as you know, depends on its name, company organizers tackled the issue very seriously. A countless number of options have been considered, adding to the vocabulary of Russian extreme neologisms, until finally they found out a simple, understandable, a bit humorous but optimal name of “Podezhiki”Life was exciting, but gradually they became aware of the fact that organizing raffles was dangerous rather than difficult as the local police started recognizing both Misha and Olga on the street after a very humorous but absolutely harmless raffle in a traffic police office. By that time, “Podezhiki” themselves have grown up and realized that the jokes were only the first step towards a professional organization of events.So when the company received a request from the “Sevkabel” factory to stage a New Year corporate event for employees, “Podezhiki” immediately agreed. The new field of activity was so exciting that “Podezhiki” decided to engage seriously in meaningful events, corporate as well as private.That’s how a rapid climb to the success of the company called “Podezhiki” started. Their next major breakthrough happened when the company was included in the list of organizers of the G 8 Summit in St.Petersburg in May 2006.And in 2007 the Russia’s most massive quest for the youth called “Megakvest” was launched which is still considered as the largest social and interactive activity for young people, attended by more than 3 million people in Moscow and St. Petersburg. For the Flash Forward 2009 “Podezhiki" were no longer in the St.Petersburg headquarters, residing in Moscow, their address: 26, Ozerkovskaya embankment.At this moment, the company employs just our people, who moved to Moscow together with Misha Voronin, four more employees were hired a bit later. “Podezhiki” win tenders for major events, among them: conferences and events for the New Year for such big clients as M. Video, “Kraft Foods”, BRAVOVEST, VEDIS Group, FK, “Otkrytiye”. The geography of “Podezhiki” clientele expands from the city of Saratov to Sicily peninsula from Hong Kong to Kaliningrad.Two more years passed, and in 2011 the company employs about 40 people. The office has moved to Moscow, the complexity and scale of the projects undertaken by the LLC “Podezhiki” has grown up immensely. Among its undertakings are the conference in Uzbekistan for the DANONE Company, teambuilding for the “Kraft Foods” for 1300 people with a whole city made of art objects, the fifteenth anniversary of the SVYAZNOY Company at which the CEO flew over the audience on a snowboard.Today, working for the regular clients is the priority #1 for “Podezhiki”. They are M. Video, “Kraft Foods”, UNILEVER, DANONE and SVYAZNOY. For those clients “Podezhiki” do not only create large and ambitious projects. Breakfasts with the president, opening of new offices and similar events are rather small, but labor-intensive event that “Podezhiki” also gladly do for regular customers.By the results of 2011 “Podezhiki” were included into the top five event agencies in Russia. In the same year “Podezhiki” were awarded “Corporate Event of the Year” for the event staged in honor of the 20 th anniversary of the group of ROLF companies. It was a tender that “Podezhiki” won, literally jumping on board a day before the tender was closed. Extremely complicated event for 6000 people, organized in less than a month in a critical deadline mode becomes the “event of the year”.The main clients “Podezhiki” have become SVYAZNOY, UNILEVER, ROLF, RENAULT, EFES, M. Video, DANONE, “Kraft Foods”, WRIGLEY, AUDI and many others.LLC “Podezhiki" won the following awards and prizes: “2013 Golden Puzzle” for the best corporate event with the budget of more than 20 000 Euroes; the 2013 Best Ukrainian Event Award, the Best Congress / Conference; Shortlist for the Gala Awards in 2013; 2012 Best Event- Agency ( version AKMR ); 2012 Golden Puzzle; nomination for the “Best Team building project”; 2011 Best Event- agency ( version AKMR ); Corporate Event of 2011; Shortlisted for 2011 UK Event Awards; Shortlisted for Gala Awards; first place on the results of outgoing vote of the readers of EVENT.ru; 2nd place in the popular vote ( 1,680 votes) and 4th place in the expert rating “Top eventers and caterers of Russia” according to “Profile” magazine.Characteristic features of the company areUnusual but recognizable name - Podezhiki;Corporate color - purple;The correct spelling of the letter E - with three points on the top;A special meter of the organized events shown on the web-site;The hedgehog foot as the company’s logoThe company’s site http://podegiki.ru/ presents a detailed picture of its activities.2.2. Distinctive features of the LLC “Podezhiki”.A distinctive feature of the Company is development of the project called ‘Academy Events’ which is the first comprehensive educational system in Russia the field of event and client services. The Academy is a unique project accumulating a 10-year experience of the Company’s discoveries, mistakes, practical advices and concrete cases which makes us for several years in row the best event Russian agency. It is important that in addition to the substantive content the Academy offers to the students a ‘pleasant wrapping’: modern educational methodology allowing quick implementation of their knowledge in real practice and personal working experience.At this point two courses ate taught in the Academy on a regular basis:Sales Event by Michael Voronin, and‘Project is a proud name’ by Anton Merkulov.In the near future the Academy “Podezhiki” launches a series of workshops on the following topics:development of creative proposals;role of the producer in Event;motivation of the event agencies’ staff;secrets of success stories of the best event agencies;social media support to the event.You’ll have to implement a concrete set of rules for optimizing the processes of an event organization. The rules include:1. Preparation of the integrated project documentation describing all its stages;2. Preparation of the template work schedule for the project, based on the experience accumulated over the years of dealing with projects of varying difficulty. From the beginning, every employee knows her/his role in the project and the exact time prescribed for implementation of every procedure. This allows you to halve the time for the implementation of activities and allows you to tightly control the course of preparation of the project at any time.3. Selection of the project management;4. Composition of the production team that’ll work on the event guided by the clear standards depending on the complexity of the project;5. Using 3D programs for modeling projects;6. Use the ‘Event Quality Control’ for any project;7. Use the ‘Event Resource Base’ that contains convenient photo and video material2.3. Typical characteristics of the LLC “Podezhiki”.As a company operating in the market of event industry LLC “Podedzhiki”, like other market participants, offers its customers and buyers a fairly standard package of services that include:Business events: seminars, business breakfasts, workshops (one-day training seminars and activities aimed at acquiring practical skills by participants), business meetings, conferences, presentations, business forums, symposia, congresses, professional training, management meetings/shareholders, video, press conferences, exhibitions, VIP- events, club events, workshops, on-line activities ( events taking place in real time via the Internet ), round tables, business events.PR- activities: PR- actions, press conferences, briefings, press tours and press opportunities, business dinners, presentations to the media, meetings with the media company executives, interviews, organizing tours, special events for the media.Celebrations: anniversary celebrations, corporate events, presentations of new products and services, promotion actions, opening ceremonies for new offices and facilities, sports events, festivals, tournaments, birthdays, weddings, anniversaries, calendar holidays, children's events , promos.Recreational activities: concerts, sports events, presentations, fashion shows, tastings, corporate parties, program team-building (team games, sports and intellectual quests aimed at emotional teambuilding) , author programs, gala dinners, carnivals, masquerades, balls, musical entertainments, public events and competitions.Incentive events: stimulating (incentive) traveling, visiting conferences, affiliate programs. Incentive trips, programs and business seminars for employees, partners and customers have become an integral part of corporate events at the leading commercial enterprises.As mentioned above, this is a standard set of events. The Company’s competitors offer similar services.2.4. Financial performance of the LLC “Podezhiki”.Financial performance of the Company should be studied in order to perform a complete analysis of the Company’s effectiveness.For this, we turn to the financial statements of the Company.Here are the main indicators of the asset according to the enterprise:-914400-914400Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия00Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия-914400-914400Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия00Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия-914400-914400Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия00Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия-914400-914400Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия00Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия-914400-914400Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятия00Оборотные активы предприятия38 52982 686113 191162 351050 000100 000150 000200 0002010 год2011 год2012 год2013 годОборотные активы предприятияTable 2.DATA ON ENTERPRISE ASSETS (thousand Rubles) 2010201120122013Accounts receivable18 63850 38489 87477 146Current assets of the company38 52982 686113 191162 351Net assets of the company3 45012 44416 86914 670 We analyze the available data. To do this, let present the dynamics of the available data in graphical and analytical form.Table 3DATA ON THE CURRENT ASSETS OF THE ENTERPRISE (thousand Rubles)NameAbsolute ChangeRelative Change2011 to 2010 2012 to 20112013 to 20122011 to 2010 2012 to 20112013 to 2012Current assets of the company44 15730 50549 160114,6136,8943,43Enterprise current assets38 52982 686113 191162 351050 000100 000150 000200 00020102011 2012 2013 Enterprise current assetsEnterprise current assets38 52982 686113 191162 351050 000100 000150 000200 00020102011 2012 2013 Enterprise current assetsFigure 1 The changes of the current assets of LLC “Podezhiki"The presented data shows that current assets of the company are showing a constant rise. So, the dynamics of 2011 to 2010 amounted to 44 157 TR or 114.61 %.Dynamics of 2012 to 2011 amounted to 30 505 TR or 36.89 %;Dynamics of 2013 to 2012 amounted to 49 160 TR or 43.43 %.This suggests that the company has mobile financial resources to meet its obligations.Index of current assets also includes receivables figure. This indicator requires a special attention, because financial stability of the company depends on it.Table SEQ Таблица \* ARABIC 4DATA ON THE ENTERPRISE RECEIVABLES (thousand rubles) Performance of the company2010 2011 20122013Accounts receivable18 63850 38489 87477 146Current assets of the company38 52982 686113 191162 351Share of receivables in current assets48,3760,9379,4047,52Table SEQ Таблица \* ARABIC 5DYNAMICS OF ENTERPRISE ACCOUNTS RECEIVABLES (thousands Rubles)  Change absoluteChange relative2011 2012 20132011 2012 2013Accounts receivable31 74639 490-12 728170,3378,38-14,16Current assets of the company44 15730 50549 160114,6136,8943,43 2010 2011 2012 2013 Enterprise receivablesEnterprise current assets38 52982 686113 191162 35118 63850 38489 87477 146020 00040 00060 00080 000100 000120 000140 000160 000180 000Enterprise receivablesEnterprise current assets2010 2011 2012 2013 Enterprise receivablesEnterprise current assets38 52982 686113 191162 35118 63850 38489 87477 146020 00040 00060 00080 000100 000120 000140 000160 000180 000Enterprise receivablesEnterprise current assetsFigure 2 Determination of the amount of receivables in the amount of current assets of LLC “Podezhiki” 48,3760,9379,4047,521001001001000,0020,0040,0060,0080,00100,00120,002010 2011 2012 2013 Enterprise receivables Etnerprise current assets48,3760,9379,4047,521001001001000,0020,0040,0060,0080,00100,00120,002010 2011 2012 2013 Enterprise receivables Etnerprise current assetsFigure 3 Determination of the proportion of accounts receivables attributable to current assets of LLC “Podezhiki”The presented data shows that the share of receivables in LLC “Podezhiki” occupies 48 to 80% of total current assets of the enterprise.This figure is too high for the index of receivables. Therefore, LLC “Podezhiki” IS recommended to take steps aimed at reducing receivables.Next proceed to considering the liability balance indicators.Table 6PERFORMANCE OF THE COMPANY'S BALANCE SHEET LIABILITIES (thousands Rubles)Performance of the company201201120122013Shareholders’ equity3450124441686914670Accounts payable351277040796454147904Let us represent graphically the calculations of the dynamics of these indicators.Table 7DYNAMICS OF FINANCIAL LIABILITIES ON BALANCE, LLC “PODEZHIKI” (thousands Rubles)Change absoluteChange relative2011 to 2010 2012 to 20112013 to 20122011 to 2010 2012 to 20112013 to 2012Shareholders’ equity8 994,004 425,00-2 199,00260,7035,56-13,04Accounts payable35 280,0026 047,0051 450,00100,4436,9953,34Shareholders' equity34501244416869146700200040006000800010000120001400016000180002010 2011 2012 2013 Shareholders’ equityShareholders' equity34501244416869146700200040006000800010000120001400016000180002010 2011 2012 2013 Shareholders’ equityFigure 4. Dynamics of the Company’s shareholders equity.Figure 4 demonstrates that net worth during the period from 2010 to 2012 was growing, and a decline during 2013.The net worth includes the following data: share capital, additional capital, reserve capital, profit (loss) from operations.Therefore, one could assume that 2013 was not a good one for the Company that suffered financial losses and a reduction of the equity index.We now consider the payables index. Payables3512770407964541479040200004000060000800001000001200001400001600002010 2011 2012 2013 PayablesPayables3512770407964541479040200004000060000800001000001200001400001600002010 2011 2012 2013 PayablesFigure 5. Dynamics indicator of the Company’s payables.The presented data shows significant increase of the payables. Over the period of three years it grew more than 3 times, especially in 2013. This once again confirms the hypothesis that the Company incurred a loss in 2013.On the outcome of the analysis of equity and payables the recommendation for the Company would be to take measures for reducing accounts payables and increasing the Company profits.Next proceed to considering the earnings.Table 8PERFORMANCE OF THE COMPANY – EARNINGS (thousands Rubles) Performance of the company 2010 201120122013 Company's revenue89 281239 798337 898331 242Costs85 338228 008297 150302 545Gross profit3 94311 79040 74828 697Other expenses.6042423 22818 603Net operating income3 88311 36617 52010 094 Profit margin, %4%5%12% 9%Net profit after tax3 1058 99413 9087 612Let’s analyze the presented results. Table 9DYNAMICS OF THE LLC “PODEZHIKI”: BUSINESS PROFITS (thousands Rubles) Change absoluteChange relative2011 to 20102012 to 20112013 to 20122011 to 20102012 to 20112013 to 2012Company's revenue150 51798 100-6 656168,5940,91-1,97Costs142 67069 1425 395167,1830,321,82Gross profit7 84728 958-12 051199,01245,61-29,57Other expenses36422 804-4 625606,675 378,3-19,91Net operating income7 4836 154-7 426192,7154,14-42,39Net profit after tax5 8894 914-6 296189,6654,64-45,27Let’s examine each component separately.Company's revenue. Company's revenue89 281239 798337 898331 242050 000100 000150 000200 000250 000300 000350 000400 0002010 2011 2012 2013 Company's revenueCompany's revenue89 281239 798337 898331 242050 000100 000150 000200 000250 000300 000350 000400 0002010 2011 2012 2013 Company's revenueFigure 6 The changes of the company's revenue.Figure 6 demonstrates the dynamics of revenue growth in the period of 2010 to 2012 and a decline in 2013.