Digital Marketing Agency Business Plan
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Below is a template to help you create each section of your Digital Marketing Agency business plan.
Executive Summary
Business Overview
Trending Next is a startup digital marketing agency located in Atlanta, Georgia. The company is founded by Michelle Taylor, an experienced digital marketer who has a bachelor’s degree in marketing and has worked for several years for a prominent marketing agency based in New York. Now that Michelle has gained the education and experience in managing a digital marketing agency, she is ready to start her own company, Trending Next. Michelle is confident that her digital marketing and communication skills will enable her to run a profitable digital marketing agency of her own. Michelle is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a digital marketing firm – sales and marketing, customer support, technology management, customer relations, administration, and finance.
Trending Next will provide a full suite of digital marketing services for businesses of all sizes throughout the United States. The company will be the go-to digital marketing firm in Atlanta for innovative marketing strategies using the latest technology and tools. Trending Next will create and launch digital marketing campaigns through a variety of channels from SEO and email to content and video marketing. The company will be the ultimate choice for customer service while guaranteeing expertly developed personalized marketing solutions for each client.
Product Offering
The following are the services that Trending Next will provide:
- Creation, launch, and maintenance of digital marketing campaigns through:
- SEO
- PPC
- Social media
- Content marketing
- Email marketing
- SMS marketing
- Sponsored content
- Native advertising
- Marketing automation
- Affiliate marketing
Customer Focus
Trending Next will target businesses of all sizes and industries in the United States. No matter the customer, Trending Next will deliver the best communication, service, and effective digital marketing campaigns.
Management Team
Trending Next will be owned and operated by Michelle Taylor. Michelle is a graduate of New York University with a bachelor’s degree in marketing. She has over five years of experience working as a digital marketing manager for a prestigious marketing agency based in New York. Now, Michelle aims to bring her digital marketing skills to work in her new location in Atlanta, Georgia. She will be the company’s chief executive officer and will oversee the digital marketing staff and help develop and implement the company’s digital marketing service offerings.
Michelle has recruited an experienced business manager, Joshua Anderson, to be the company’s chief operating officer and help oversee the business operations. He has a master’s degree in business administration from Georgia University and over 15 years of experience managing his own company. Joshua will handle the day-to-day operations, including project management, customer relationships, and logistics.
Success Factors
Trending Next will be able to achieve success by offering the following competitive advantages:
- Skilled team of digital marketing experts who will work with each client to develop and implement personalized marketing campaigns tailored to their specific needs and goals.
- Trending Next will continuously seek out and incorporate the newest trends in digital marketing to ensure the best marketing tactics for each client.
- The company offers competitive pricing and discounts for regular customers.
Download the digital marketing agency business plan template (including a customizable financial model) to your computer here <–
Financial Highlights
Trending Next is seeking $300,000 in debt financing to launch its digital marketing business. The funding will be dedicated towards securing the office and purchasing office equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:
- Office build-out: $90,000
- Equipment, supplies, and materials: $60,000
- Three months of overhead expenses (payroll, utilities): $130,000
- Marketing costs: $10,000
- Working capital: $10,000
The following graph below outlines the pro forma financial projections for Trending Next.
Company Overview
Who is Trending Next?
Trending Next is a newly established digital marketing company in Atlanta, Georgia. Trending Next will provide a full suite of digital marketing services for businesses of all sizes throughout the United States. The company will be the go-to digital marketing firm in Atlanta for innovative marketing strategies using the latest digital marketing technology and tools. Trending Next will create and launch digital marketing campaigns through a variety of channels from SEO and email to content and video marketing. The company will be the ultimate choice for customer service while guaranteeing expertly developed personalized marketing solutions for each client.
Trending Next will be able to guarantee the effectiveness of its digital marketing strategies thanks to the latest and most innovative digital marketing technology and expertise of its leadership team. The company’s team of highly qualified professionals experienced in digital marketing will ensure each client’s marketing campaign is tailored to meet their specific needs and goals.
Trending Next History
Trending Next is owned and operated by Michelle Taylor, an experienced digital marketer who has gained valuable knowledge during her five-year tenure working as a digital marketing manager at a premier digital marketing agency in New York. Now that Michelle has gained the experience and knowledge of how to manage a digital marketing agency, she is ready to start one of her own. Michelle has begun recruiting a team of highly qualified professionals to help manage the day to day complexities of running a digital marketing firm – – sales and marketing, customer support, technology management, customer relations, administration, and finance.
Since incorporation, Trending Next has achieved the following milestones:
- Registered Trending Next, LLC to transact business in the state of Georgia
- Has signed a letter of intent to lease the office space
- Reached out to numerous contacts to include previous employees, colleagues, and experienced digital marketing professionals to begin building a team of experts for the company’s management team
- Began recruiting a staff of operational positions including accountants, administrative personnel, and sales representative to work at Trending Next
Trending Next Services
The following are the services that Trending Next will provide:
- Creation, launch, and maintenance of digital marketing campaigns through:
- SEO
- PPC
- Social media
- Content marketing
- Email marketing
- SMS marketing
- Sponsored content
- Native advertising
- Marketing automation
- Affiliate marketing
Industry Analysis
The digital marketing industry in the United States is valued at approximately $30.6B and is forecasted to grow by 3.7% this year. The digital marketing industry comprises several different marketing channels: SEO, PPC, social media marketing, content marketing, email marketing, mobile marketing, marketing analytics, inbound marketing, sponsored content, native advertising, marketing automation, and affiliate marketing. Digital marketing agencies can choose to specialize in some combination of these channels or all of the above.
One of the major demand drivers for digital marketing is the increase in internet traffic volume. As this volume increases due to more consumers using smartphones, tablets, and computers to make purchases, more businesses will need digital marketing services to expand their online presence.
The primary challenge for new digital marketing agency operators is the high level of competition present in the industry. Another challenge is the speed at which digital channels evolve. Industry operators must keep up with the latest digital marketing trends, channels, and technologies to remain competitive.
Download the digital marketing agency business plan template (including a customizable financial model) to your computer here <–
Customer Analysis
Demographic Profile of Target Market
Trending Next will target businesses of all sizes and industries in the United States. No matter the customer, Trending Next will deliver the best communication, service, and effective digital marketing campaigns.
The precise demographics for the United States are:
| Total | Percent | Male Percent | Female Percent | |
|---|---|---|---|---|
| Total population | 327,167,439 | (X) | (X) | (X) |
| AGE | ||||
| Under 5 years | 19,646,315 | 6.00% | 6.20% | 5.80% |
| 5 to 9 years | 19,805,900 | 6.10% | 6.30% | 5.80% |
| 10 to 14 years | 21,392,922 | 6.50% | 6.80% | 6.30% |
| 15 to 19 years | 21,445,493 | 6.60% | 6.80% | 6.30% |
| 20 to 24 years | 21,717,962 | 6.60% | 6.90% | 6.40% |
| 25 to 29 years | 23,320,702 | 7.10% | 7.40% | 6.90% |
| 30 to 34 years | 22,023,972 | 6.70% | 6.90% | 6.60% |
| 35 to 39 years | 21,571,302 | 6.60% | 6.70% | 6.50% |
| 40 to 44 years | 19,927,151 | 6.10% | 6.10% | 6.00% |
| 45 to 49 years | 20,733,440 | 6.30% | 6.40% | 6.30% |
| 50 to 54 years | 20,871,804 | 6.40% | 6.40% | 6.40% |
| 55 to 59 years | 21,624,541 | 6.60% | 6.50% | 6.70% |
| 60 to 64 years | 20,662,821 | 6.30% | 6.10% | 6.50% |
| 65 to 69 years | 17,107,288 | 5.20% | 5.00% | 5.50% |
| 70 to 74 years | 13,464,025 | 4.10% | 3.90% | 4.40% |
| 75 to 79 years | 9,378,512 | 2.90% | 2.60% | 3.10% |
| 80 to 84 years | 6,169,441 | 1.90% | 1.60% | 2.20% |
| 85 years and over | 6,303,848 | 1.90% | 1.40% | 2.50% |
Customer Segmentation
Trending Next will primarily target the following customer profiles:
- Small businesses (less than 100 employees)
- Mid-sized businesses (101-500 employees)
- Large businesses (over 500 employees)
Competitive Analysis
Direct and Indirect Competitors
Trending Next will face competition from other companies with similar business profiles. A description of each competitor company is below.
Perfect SEO Digital Marketing
Perfect SEO Digital Marketing is one of the largest digital marketing firms in Atlanta, Georgia. The company was established as a traditional marketing agency (Perfect Marketing) in 1990 and has since grown to 30 offices throughout the country. As digital marketing has become the norm, the company has transitioned to a more digital mindset and changed its name to Perfect SEO Digital Marketing. The company still provides traditional advertising services in addition to its digital marketing offerings. As the name specifies, the company’s digital marketing expertise centers on search engine optimization (SEO) in particular. Perfect SEO Digital Marketing aims to deliver high quality digital marketing services through its innovative digital marketing process. Perfect SEO Digital Marketing’s team of experienced digital marketing professionals are experts in SEO and able to provide business clients with effective marketing solutions.
Grow Your Business Fast Digital Marketing Agency
Grow Your Business Fast Digital Marketing Agency is a small digital marketing agency catering to local businesses in Atlanta, Georgia and surrounding areas. Grow Your Business Fast Digital Marketing Agency provides a variety of digital marketing services including the development and deployment of social media campaigns, website advertising, SEO, content marketing, video marketing, email/SMS marketing, and PPC. The company is owned and operated by experienced marketing professionals with over three decades of experience in creating and managing marketing campaigns for companies of all sizes.
Innovation Online Digital Marketing
Innovation Online Digital Marketing is a trusted Atlanta, Georgia-based digital marketing firm that provides superior digital marketing services to business clients throughout the United States. The company is able to provide a wide variety of services using the latest digital marketing strategies and tools. Innovation Online Digital Marketing specializes in creating innovative social media marketing and cohesive digital marketing strategies for businesses in a range of industries, with retail being the most well-known. The company has been recognized for creating the most popular marketing campaigns for some of the largest retailers in the country.
Download the digital marketing agency business plan template (including a customizable financial model) to your computer here <–
Competitive Advantage
Trending Next will be able to offer the following advantages over their competition:
- Skilled team of digital marketing experts who will work with each client to develop and implement personalized marketing campaigns tailored to their specific needs and goals.
- Trending Next will continuously seek out and incorporate the newest trends and tools in digital marketing to ensure the best marketing tactics for each client.
- The company offers competitive pricing and discounts for regular customers.
Marketing Plan
Brand & Value Proposition
Trending Next will offer the unique value proposition to its clientele:
- Trending Next will continuously seek out and incorporate the newest trends and tools in digital marketing to ensure the best marketing tactics for each client.
- The company offers competitive pricing and discounts for regular customers.
Promotions Strategy
The promotions strategy for Trending Next is as follows:
Social Media Marketing
As a digital marketing agency, Trending Next will lead by example. The company’s marketing director will create engaging accounts on social media platforms such as LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube. He will ensure Trending Next maintains an active social media presence with regular updates and fun content to provide an example of what the company is capable of creating for clients.
Professional Associations and Networking
Trending Next will become a member of professional associations such as the Digital Marketing Association, American Marketers Society, and the Georgia Marketing Association. The leadership team will focus their networking efforts on expanding the company’s client network.
Email/SMS Marketing
Trending Next will use email marketing and SMS marketing to target potential business clients by sending them targeted emails, newsletters, and promotional updates to incentivize them to engage with the company.
Website/SEO Marketing
Trending Next will utilize the in-house marketing director that designed the social media campaign to also design the company website. The website will be well organized, informative, and list all the services that Trending Next is able to provide. The website will also provide testimonials from satisfied clients.
The marketing director will also manage the company’s website presence with SEO marketing tactics so that when someone types in a search engine “Atlanta digital marketing agency” or “digital marketing firm near me”, Trending Next will be listed at the top of the search results.
Pricing
The pricing of Trending Next will be moderate and on par with competitors so customers feel they receive value when purchasing the company’s services.
Operations Plan
The following will be the operations plan for Trending Next.
Operation Functions:
- Michelle Taylor will be the chief executive officer and will oversee the digital marketing staff and be the creative driver for new marketing tools and tactics. Michelle has spent the past year recruiting the following staff:
- Joshua Anderson – Chief operating officer who will manage the day-to-day operations, budgeting, client relationships, and logistics.
- Daniel Moore – Accountant/bookkeeper who will provide all accounting, tax payments, and monthly financial reporting.
- Paul Wilson – Marketing director who will oversee all marketing strategies for the company and manage the website, social media, and outreach.
Download the digital marketing agency business plan template (including a customizable financial model) to your computer here <–
Milestones:
Trending Next will have the following milestones complete in the next six months.
12/1/2022 – Finalize lease on the office space
12/15/2022 – Finalize personnel and staff employment contracts for the Trending Next management team
1/1/2023 – Begin build-out of the office, purchase equipment, and start networking
1/15/2023 – Begin implementing the marketing campaign
2/15/2023 – Finalize contracts for digital marketing professionals to work at Trending Next
3/15/2023 – Trending Next officially opens for business
Management Team
Trending Next will be owned and operated by Michelle Taylor. Michelle is a graduate of New York University with a Bachelor’s degree in marketing. She has over five years of experience working as a digital marketing manager for a prestigious marketing agency based in New York. Now, Michelle aims to bring her digital marketing skills to work in her new location in Atlanta, Georgia. She will be the company’s chief executive officer and will oversee the digital marketing staff and help develop and implement the company’s digital marketing service offerings.
Michelle has recruited an experienced business manager, Joshua Anderson, to be the company’s chief operating officer and help oversee the business operations. He has a master’s degree in business administration from Georgia University and over 15 years of experience managing his own company. Joshua will handle the day-to-day operations, including project management, customer relationships, and logistics.
Financial Plan
Key Revenue & Costs
The revenue drivers for Trending Next are the fees charged to customers in exchange for the company’s services. The company charges fees on a per-project basis and offers monthly retainers for ongoing marketing management.
The cost drivers will be the overhead costs required in order to staff a digital marketing agency. The expenses will be the payroll cost, utilities, office equipment and supplies, and marketing materials.
Funding Requirements and Use of Funds
Trending Next is seeking $300,000 in debt financing to launch its digital marketing business. The funding will be dedicated towards securing the office and purchasing office equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:
- Office build-out: $90,000
- Equipment, supplies, and materials: $60,000
- Three months of overhead expenses (payroll, utilities): $130,000
- Marketing costs: $10,000
- Working capital: $10,000
Download the digital marketing agency business plan template (including a customizable financial model) to your computer here <–
Key Assumptions
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Average number of accounts per month: 10
- Average fees per month: $50,000
- Overhead costs per year: $700,000
Financial Projections
Income Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| Revenues | ||||||
| Total Revenues | $360,000 | $793,728 | $875,006 | $964,606 | $1,063,382 | |
| Expenses & Costs | ||||||
| Cost of goods sold | $64,800 | $142,871 | $157,501 | $173,629 | $191,409 | |
| Lease | $50,000 | $51,250 | $52,531 | $53,845 | $55,191 | |
| Marketing | $10,000 | $8,000 | $8,000 | $8,000 | $8,000 | |
| Salaries | $157,015 | $214,030 | $235,968 | $247,766 | $260,155 | |
| Initial expenditure | $10,000 | $0 | $0 | $0 | $0 | |
| Total Expenses & Costs | $291,815 | $416,151 | $454,000 | $483,240 | $514,754 | |
| EBITDA | $68,185 | $377,577 | $421,005 | $481,366 | $548,628 | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| EBIT | $41,025 | $350,417 | $393,845 | $454,206 | $521,468 | |
| Interest | $23,462 | $20,529 | $17,596 | $14,664 | $11,731 | |
| PRETAX INCOME | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Use of Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Taxable Income | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Income Tax Expense | $6,147 | $115,461 | $131,687 | $153,840 | $178,408 | |
| NET INCOME | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 |
Balance Sheet
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| ASSETS | ||||||
| Cash | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 | |
| Accounts receivable | $0 | $0 | $0 | $0 | $0 | |
| Inventory | $30,000 | $33,072 | $36,459 | $40,192 | $44,308 | |
| Total Current Assets | $184,257 | $381,832 | $609,654 | $878,742 | $1,193,594 | |
| Fixed assets | $180,950 | $180,950 | $180,950 | $180,950 | $180,950 | |
| Depreciation | $27,160 | $54,320 | $81,480 | $108,640 | $135,800 | |
| Net fixed assets | $153,790 | $126,630 | $99,470 | $72,310 | $45,150 | |
| TOTAL ASSETS | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 | |
| LIABILITIES & EQUITY | ||||||
| Debt | $315,831 | $270,713 | $225,594 | $180,475 | $135,356 | |
| Accounts payable | $10,800 | $11,906 | $13,125 | $14,469 | $15,951 | |
| Total Liability | $326,631 | $282,618 | $238,719 | $194,944 | $151,307 | |
| Share Capital | $0 | $0 | $0 | $0 | $0 | |
| Retained earnings | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| Total Equity | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| TOTAL LIABILITIES & EQUITY | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 |
Cash Flow Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| CASH FLOW FROM OPERATIONS | ||||||
| Net Income (Loss) | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 | |
| Change in working capital | ($19,200) | ($1,966) | ($2,167) | ($2,389) | ($2,634) | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| Net Cash Flow from Operations | $19,376 | $239,621 | $269,554 | $310,473 | $355,855 | |
| CASH FLOW FROM INVESTMENTS | ||||||
| Investment | ($180,950) | $0 | $0 | $0 | $0 | |
| Net Cash Flow from Investments | ($180,950) | $0 | $0 | $0 | $0 | |
| CASH FLOW FROM FINANCING | ||||||
| Cash from equity | $0 | $0 | $0 | $0 | $0 | |
| Cash from debt | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow from Financing | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow | $154,257 | $194,502 | $224,436 | $265,355 | $310,736 | |
| Cash at Beginning of Period | $0 | $154,257 | $348,760 | $573,195 | $838,550 | |
| Cash at End of Period | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 |
Digital Marketing Agency Business Plan FAQs
What Is a Digital Marketing Agency Business Plan?
A digital marketing agency business plan is a plan to start and/or grow your digital marketing agency business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.
What are the Main Types of Digital Marketing Agencies?
There are a number of different kinds of digital marketing agencies, some examples include: Full Service Digital Marketing Agency, SEO Digital Marketing Agency, Social Media Digital Marketing Agency, and Web Design Digital Marketing Agency.
How Do You Get Funding for Your Digital Marketing Business Plan?
Digital Marketing Agencies are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding. This is true for a digital marketing business plan, advertising agency business plan and a marketing agency startup business plan.
What are the Steps To Start a Digital Marketing Agency Business?
Starting a digital marketing agency business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.
1. Develop A Digital Marketing Agency Business Plan - The first step in starting a business is to create a detailed digital marketing agency business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.
2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your digital marketing agency business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your digital marketing agency business is in compliance with local laws.
3. Register Your Digital Marketing Agency Business - Once you have chosen a legal structure, the next step is to register your digital marketing agency business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.
4. Identify Financing Options - It’s likely that you’ll need some capital to start your digital marketing agency business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.
5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.
6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.
7. Acquire Necessary Digital Marketing Agency Equipment & Supplies - In order to start your digital marketing agency business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation.
8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your digital marketing agency business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.
Learn more about how to start a successful digital marketing agency business:
Where Can I Get a Digital Marketing Agency Business Plan PDF?
You can download our free digital marketing agency business plan template PDF here. This is a sample digital marketing agency business plan template you can use in PDF format.