Business plan: Founding of a communications agency

This thesis focuses on establishing a communications agency Bently. First chapters of the theoretical part deal with the descricption of elements of a business plan. In addition to the purpose and principles of creating a business plan and an overall structure, attention is paid to the legal forms of business and economic evaluation of the business plan. In the following chapters of the theoretical part, basic concepts of international marketing and elements of marketing communication are explained. The second part describes the business plan from a practical perspective. At first, the basic idea of business is summarized in the executive summary which will be presented to investors when applying for a business loan. In the following paragraphs, the choice of a legal form of business is explained, what services will the Agency offer its customers , and at what price is described, how it will secure workforce and in what market environment, including competition, will have to succeed. In addition to a marketing and a business plan, which are an integral part of this document, great emphasis is put on the strengths and weaknesses of business conduct, opportunities, threats and risks. The financial plan shows what will be the founding budget, payment schedule, projected profit and loss account, balance sheet and cash flow. The overall assessment of success of the project is represented by the evaluation of realistic, optimistic and pessimistic scenarios, and indicates a break even point. Final evaluation is evident from the sensitivity analysis and the sources of funding for individual scenarios.