Assignment # 01

Submitting By
Asadullah: 301-1604124
Humaira: 301-1609059
Raihana: 301-1609063
Naimatullah: 301-1509028
Ahmad Jawad Haidari: 301-1604044

Submitting to
Mr. Usman Ali

Topic
Assessment and Business Plan of a business idea

Dated: April 21, 2018

Contents
Assessment Plan ........................................................................................................................................... 3
Business Plan................................................................................................................................................. 7
Executive Summary:.................................................................................................................................. 7
Our Product and Services.......................................................................................................................... 8
Our Vision Statement................................................................................................................................ 8
Our Mission Statement ............................................................................................................................. 9
Our Business Structure ............................................................................................................................. 9
SWOT Analysis: ......................................................................................................................................... 9
Strength: ................................................................................................................................................. 10
Weakness: ............................................................................................................................................... 10
Opportunities: ......................................................................................................................................... 10
Threat: ..................................................................................................................................................... 10
Our Target Market: ................................................................................................................................. 11
Sources of Income:.................................................................................................................................. 11
 Ad Fly Advertising Agency

Assessment Plan

After an immense research and thought we came to a final decision to commence

an Advertising Agency by the name of Ad Fly Advertising Agency which we feels
is most feasible in Afghanistan market in the field of service businesses

The reason behind why we had chosen such idea is that the advertising agency did
not require huge capital to start, which as a student we cannot arrange such large
capital. It requires some special sort of skills and technical knowledge which we
feel we can have and we can hire

The scope of advertising agency in Afghanistan is also high, as there isn’t any
proper and advanced advertising agency that can convey an enterprise product or
services messages in a better way to their customer

Before we make a proper business plan and structure for our advertising agency we
would like to answer some questions regarding our idea feasibility in Afghanistan
market

Q) What is the Idea?

Ans: Our Idea is to start an Advertising Agency, which is a services based

business dedicated to creating, planning and handling advertising & other forms of
promotions for our clients. We helping companies of all size to promote
themselves and their products successfully, we create successful stories for
businesses to easily target the population via various digital, online and physical
advertising platforms.

Q) Is the technology you used for your business is unique? If so, what are the
unique benefits to customers and users?

Ans: The technology we will use in our advertising platforms and campaigns are
unique in our country which our other competitors haven’t used yet. We providing
digital billboards on different populated areas to shows up our clients
product/services messages which will shows up many changeable advertisements
in one time unlike other kind of billboards,

We will create creative stories for our clients and we will display those messages
on TVs, Radios, online on most traffic websites and on social Medias like
Facebook, Yahoo etc. with whom we have contracts

Such ways of displaying ads will help different companies to reach their product
knowledge to almost all of their customers

Q) Does a sample of the service exist?

Ans: Yes the sample of our services does exits

Q) If a sample exists, what testing has been done to make sure it works as
advertised?

Ans: we do our own services advertising on our own billboards on TV, online and
on radio by ourselves which is a kind of testing of our services too we get a
positive responses from our customers/clients they got interest in our services
which insured us that our advertising agency will work and clients responses gives
us surety that they will pay for making a Adv messages for them

Q) Given the current status of the service. What investment and time will be
required to put it into production?

Ans: During the first phase the startup, our team will create a demonstration site,
refine services mix and alpha test among focus clients. On startup we will launch
our services in major cities like Kabul, Mazar and Herat, Our market research and
feasibility studies which we conducted shows us that in order to launch our
services in the mentioned cities need a total investment of about two hundred and
fifty thousand (250,000) U.S. Dollars in the 3 months’ time period.

Q) Who will do marketing for this service and what experience do they have?

Ans: We have been able to work with our in house brand and publicity consultants
to help us map our publicity and advertising strategies that will help us to do
advertisement for our advertising agency and it will walk our way into the heart of
our target market.

Below are the platforms we intend to promote and advertise our advertising agency

 Place adverts on both print and electronic media platforms

 Leverage on the internet and social media platforms like; Facebook,
Instagram, twitter, YouTube etc. to promote our services
 Install our billboard on strategic locations

Q) Who will do service development and provide the service and what skills
do they have?

Ans: One of our major goal of starting our Advertising Agency is to build a
Research and Development R&D center, where we hire the experts who do
researches for the development of our services. Our R&D experts will provide us
different techniques and market trends etc. that will help us making our services
more unique and more developed.

Q) Do the company’s Financial and development plan look realistic?

Ans: Of course it’s realistic; the sample test of our services which we did for the
surety that it will be successful gives us confident that within the company’s
available finance and the plans for the development of our services will definitely
work in real

Q) What was the pricing for the service and how was this pricing determined?

Ans: We will keep the pricing of our services below the average market rate for all
of our clients by keeping our overhead low and by collecting payment in advance
from corporate organizations who would hire our services, we will also offer
special discount rates to all our clients in our startup period to increase of our
market share

We determined our price by two different pricing models i.e.

 The Hourly-rate pricing technique: in which we will charge by putting ads

on different online E-marketing.
 Fixed
  Fixed-Fee and Project based Pricing: For some projects we charging some
fixed amount which we will estimate when estimating the cost of a project

Q) What is your cost for producing this service?

Ans: The total cost that will incur for us while making and providing our services
will depends on the number of clients who will render our services. The material
and equipment that we will be used are nearly the same cost everywhere; however
this is what it would cost us to setup

Renting office in Kabul will cost - $700

The amount required to purchase the needed software applications - $1500

Launching our official website will cost - $300

Additional expenditure such as business cards, Adverts and promotions will cost _
$1000

Employee wages - $3500

Going by the report from market research and feasibility studies conducted, we
will need about $250,000

Q) Who are the competitors and what services they currently offer?

Ans: Following are our two competitors and they are currently the leading
advertising agencies in Afghanistan

Afghan Management and marketing consultants (AMMC) is currently the leading

advertising agency who is offering advertising services both online and printed

Lapis communication which is an international advertising agency is the second

top adv agency

Q) How big is the market for this Service?

Ans: The market for advertising services in Afghanistan is not limited to the major
cities, everywhere in the country we have an access and our clients/customers have
access to our services, thanks to the internet and digital media that make our task
easy to capture the entire country
Q) Who are the customers for these services and what are the characteristics
of the purchase decision process?

Ans: The customers purchase decision mostly in advertisement is on successful

conveying of their product messages to their target customers, which our services
is one example for them. Our customers and our target market specifically are the
production organizations bellow is a list of the people and organizations that are
our main customers

 Corporate organizations
 Manufacturing and distribution
 Banks, Insurance companies and other related financial institutions
 Celebrities, politicians, public figures
 Sports, Hotels and religious and educational organization

Q) What Safety, environment or regulatory issues that may affect this

business?

Ans: The government regulatory laws regarding advertisement and media control
is the résistance for us that sometimes we cannot freely make advertising stories
for our client, there is a threat that our digital billboards may stole by street thieves
as they are expensive billboards.

Business Plan
Executive Summary:

Ad Fly Advertising Agency, Inc. is an Afghan based advertising agency that will be located in
Kabul. We have been able to secure a standard and well – positioned office facility in a central
business district.

We are an advertising agency that is set to compete in the highly competitive advertising
agencies industry not only in the Afghanistan market, but also in the global market because our
clientele base will not be restricted to just businesses and organizations in the Afghanistan but in
the international market.
Ad Fly Advertising Agency, Inc. will offer robust advertising services to both corporate
organization and individuals. Our core services will revolve around creating advertising
campaigns and place the advertisements in periodicals, newspapers, radio, TV and other media
outlets such as social media and digital media platforms and other related advertising and media
consulting and advisory services.

Our business goal is to become one of the leading advertising agencies in the Afghanistan with
high profile corporate and individual clients scattered all around the globe. Our workers are
going to be selected from a pool of talented and highly creative advertising and media experts in
and around World.

We will make sure that we take all the members of our workforce through the required trainings
that will position them to meet the expectation of the company and to compete with leading

Ad Fly Advertising Agency, Inc. our client’s best interest will always come first, and everything
we do will be guided by our values and professional ethics. We will ensure that we hold
ourselves accountable to the highest standards by meeting our client’s business needs precisely
and completely. We will cultivate a working environment that provides a human, sustainable
approach to earning a living, and living in our world, for our partners, employees and for our
clients.

Our Product and Services:

Ad Fly Advertising Agency, Inc. was established with the aim of maximizing profits in the
Advertising Agencies industry. We want to compete favorably with leading advertising agencies.
but also for clients in other parts of the world. Our products and services are listed below;

 Advertising services
 Creative services
 Public relations services
 Media planning, buying & representation
 Creating advertising campaigns
 Disseminating advertising campaigns through available mediums, such as TV and
periodicals
 Other related media and advertising advisory and consulting services

Our Vision Statement

Our vision is to establish a standard and world class advertising agency whose services and
brand will not only be accepted in the Afghanistan, but also in other parts of the world.
Our Mission Statement:

Our mission is to provide professional and highly creative result oriented advertising services
and other related advisory and consulting services that will assist businesses, individuals and
non-profit organizations in promoting their brands and reaching out to a wide range of potential
customers all over the globe. We want to build an advertising agency that can favorably compete
with other leading brands in the advertising agencies industry

Our Business Structure:

Ad Fly Advertising Agency, Inc. intend starting small in Kabul, but hope to grow big in order to
compete favorably with leading advertising agencies in Afghanistan and of course throughout the
globe.

We are aware of the importance of building a solid business structure that can support the picture
of the kind of world class business we want to own. This is why we are committed to only hiring
the best hands within our area of operations.

Ad Fly Advertising Agency, Inc. we will ensure that we hire people that are qualified,
hardworking, and creative, result driven, customer centric and are ready to work to help us build
a prosperous business that will benefit all the stake holders (the owners, workforce, and
customers).

As a matter of fact, profit-sharing arrangement will be made available to all our senior
management staff and it will be based on their performance for a period of five years or more as
agreed by the board of trustees of the company. In view of the above Ad Fly Advertising Agency
have decided to hire qualified and competent hands to occupy the following positions;

 Chief Executive Officer

 Creative Director
 Advertising cum Digital Marketing Specialist
 Human Resources and Admin Manager
 Sales and Marketing Executive
 Accountant
 Web Designer cum Graphic Artist
 Content Creator / Online Traffic Generator
 Client Service Executive

SWOT Analysis:

Ad Fly Advertising Agency engaged the services of a core professional in the area of business
consulting and structuring to assist our organization in building a well – structured advertising
agency that can favorably compete in the highly competitive advertising agencies industry in the
Afghanistan and the world at large.
We know that if we get things right before starting our advertising agency, we will not have to
struggle before attract loyal clients and building our clientele base cum corporate profile to a
level where we can easily breakeven in record time.

Our HR and Business consultant with bias in business structuring to help us conduct SWOT
analysis for our company. Here is a preview of the result we got from the SWOT analysis that
was conducted.

Strength:

Our core strength lies in the power of our team; our workforce. We have a team of creative,
result driven and highly proficient advertising cum digital marketing expert, a team with
excellent qualifications and experience various niche areas in the advertising agencies industry
and other related industry.

Aside from the synergy that exist in our carefully selected advertising cum digital marketing
experts, our services will be measurable, result driven and guided by best practices in the
industry.

Weakness:

As a new advertising agency in Kabul Afghanistan, it might take some time for our organization
to break into the market and gain acceptance especially from top profile clients in the already
saturated and highly competitive advertising agencies industry; that is perhaps our major
weakness.

Another weakness is that we may not have the required cash to pump into promoting our
business especially via main stream media (TV, Radio and Newspapers et al) the way we would
want to.

Opportunities:

No doubt, the opportunities available in the advertising agencies industry is massive considering
the number of individuals and corporate organizations with active presence on the internet and of
course the pretty large numbers of people who visit the internet / social media platforms on a
daily basis and own mobile phones / smart phones and other related gadgets.

As a standard and world class advertising agency, we are ready to take advantage of any
opportunity that is available in the industry.

Threat:

Just like any other business, one of the major threats that we are likely going to face is economic
downturn. It is a fact that economic downturn affects purchasing / spending power. Another
threat that may likely confront us is the arrival of advertising agency, a digital marketing agency
or even a social media marketing company in same location where our target market exist and
who may want to adopt same business model like us.

Our Target Market:

Prior to starting our advertising agency, we are certain that there is a wide range of both
corporate and individual clients who cannot successfully run their businesses without the
services and support of a standard advertising agencies; a company that can help them reach out
to their target market and effectively promote their corporate brand and image.

Below is a list of the people and organizations that we have specifically market our services to;

 Banks, Insurance Companies and other related Financial Institutions

 Blue Chips Companies
 Corporate Organizations
 Manufacturers and Distributors
 Real Estate Owners, Developers, and Contractors
 Research and Development Companies
 The Government (Public Sector)
 Schools (High Schools, Colleges and Universities)
 Hotels
 Celebrities, Politicians, Public Figures and Public Speakers
 Sport Organizations
 Religious Organizations
 Political Parties
 Television Stations
 Printing Press (Publishing Houses) and Authors
 Branding and Advertising agencies
 Aspiring celebrities
 Entrepreneurs and Start – Ups

Sources of Income:

Ad Fly Advertising Agency is established with the aim of maximizing profits in the advertising
agencies industry and we are going to go all the way to ensure that we do all it takes to meet and
surpass the expectations of all our clients.

Ad Fly Advertising Agency will generate income by offering the following advertising cum
digital marketing services and other related services;

 Advertising services
 Creative services
 Public relations services
 Media planning, buying & representation
 Creating advertising campaigns
 Disseminating advertising campaigns through available mediums, such as TV, radio and
periodicals
 Other related media and advertising advisory and consulting services