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October
92011
BUSINESS DEVELOPMEN
T:FINANCIAL MANAGEMENT
2
Agency Plan
GrowthPlan
3
Performance Management
Annual Plan
Internal Inputs
External Inputs
Growth Target ___%Existing Clients
___%New Business ___%
ResourcesDeliverService
4
Top Down
Management Objectives
Growth Target %
History Industry ClientsNew
Business
Bottom Up
5
Top Down
Management Objectives
Growth Target %
History Industry ClientsNew
Business
Bottom Up
Industry
6
Publicly
Traded
Companies
Publications
Research
7
Publicly Traded Companies
2010 Q2 YTD
Omnicom 6.4% 6.2%
IPG 7.0% 6.8%
WPP 5.3% 6.1%
Publicis Groupe 8.3% 7.1%
By Geography: Publicis, 2010 North America
+9.9%
By Segment: Publicis Digital Operations +13 – 14%, 2011 - 2013
Publications
Agency Report: U.S. Agency Revenue Jumped 7.7% in 2010
8
9
Research
Ad Expenditures Internet
2011 2.5% 12.6%
2012 3.4% 15.6%
2013 3.2% 16.2%
Segment Detail: On-Line Video
+22.0% in 2011
10
Attendee Survey
Decline Flat +1-5% +5-10% +10-15% +15+%0
2
4
6
8
10
12
2011 Growth %
11
Top Down
Management Objectives
Growth Target %
History Industry ClientsNew
Business
Bottom Up
12
Existing Clients
Services Incumbent Estimated $ Action Plan Resources
On-Line Media Buying
Agency X $150,000 Meeting Q1 Media Dir 100, Media Buyer 60
Client: Left Brain Advisors
13
Top Down
Management Objectives
Growth Target %
History Industry ClientsNew
Business
Bottom Up
14
New Business Prospects
CategoryProspect(s
)Services
Estimated $
Status Resources
Financial Services
ABC BankDigital AOR
$500,000 Finals
Acc Mgt 200,CD 200,Developer 100
Retail ACMEDigital AOR
$500,000 RFP
Acct Mgt 150,Art Dir 125,Media Plan 75
Education U of A Website $100,000 Prospect TBD
15
16
Growth Plan
Client/Project Revenue Timing ResourcesAccountabl
e
Existing Clients:
LBA – On-line Media
$150,000 Dec ’11
Media Dir 100, Media Buyer 60 Media Dir
New Business:
ABC Bank – Digital AOR
$500,000 Jan ’12
Acc Mgt 200,CD 200,Developer 100
New Biz Dir
Acme – Digital AOR
$250,000 June ’12
Acct Mgt 150,Art Dir 125,Media Plan 75 President
Total Growth Plan
$900,000
17
Operating Plan Framework
Personnel + G&A Expenses in
Support of Base Revenue
Resources Required to Deliver Growth
Resources Required to Service Growth
Base Revenue(Existing
Assignments)
Incremental Revenue
(Growth Plan)
18
Resources to Deliver Growth
Personnel:
Business Development ResourcesFunctional Staff FTE’sIncentives
G&A Expenses:
Promotion – Conferences, Travel, Website, Social MediaPitches – Research, Creative Development, TravelOngoing Management – CRM System
19
Agency Plan
Base Plan Growth Target Plan
Revenue 6,000 900 6,900
Personnel Expense 4,000 450 4,450
G&A Expense 1,100 175 1,275
Operating Profit 900 275 1,175
Personnel Ratio 67% 50% 65%
Operating Margin 15% 30% 17%
Growth+15%
Conversion
Timing of Hires
Includes Staff Required to
Deliver Growth
20
Staffing Plan
Client 1 Client 2 Client 3 New Biz Capacity
Account Director
Account Setup
Account Executive
Creative Director
Art Director
Copywriter
Etcetera
Estimated hours
required to deliver
growth plan
Potential availability to service
growth plan
Monthly and Quarterly Reporting
21
22
Reporting Dashboard Income Statement YTD 2011 2011 Variance 2011 Variance Forecast YTD B/(W) 2010 YTD B/(W)Income Statement Revenue $8,100 $8,000 ($100) $8,300 $8,000 ($300) Growth vs PY (3.6%)
Personnel Expense 5,700 5,650 50 5,750 5,650 100 Client Costs 150 145 5 165 145 20 G&A Expense 1,775 1,800 (25) 1,700 1,800 (100) Operating Profit $475 $405 ($70) $685 $405 ($280) Non-Operating (175) (170) 5 (150) (170) (20) Net Profit $300 $235 ($65) $535 $235 ($300) Ratios (% / Revenue) 4A's Personnel 65.8% 70.4% 70.6% (0.2%) 69.3% 70.6% (1.3%) Client 2.9% 1.9% 1.8% 0.1% 2.0% 1.8% 0.2% G&A 19.4% 21.9% 22.5% (0.6%) 20.5% 22.5% (2.0%) OP 11.9% 5.9% 5.1% (0.8%) 8.3% 5.1% (3.2%) NI -- 3.7% 2.9% (0.8%) 6.4% 2.9% (3.5%)
Utilization 2010
Department Target 2009 Month YTD Account Service 85 71.4 61.0 80.1 Project Management 85 60.5 56.2 64.9 Creative 85 61.5 54.4 67.6 Interactive Services 85 59.7 78.0 77.8 Strategy 85 59.5 72.6 67.6 IT -- 4.3 0.0 3.3 Operations -- 6.2 7.3 9.8 Total 53.8 53.6 63.9
Balance Sheet Figures Change Prior Current B/(W)Cash Balance $168 $200 $32 TWC ($1,045) ($900) ($145)-% of Revenue (10%) (14%) (4%) Trade A/R $4,706 $5,000 ($294)-% Current 75% 78% 3% WIP $230 $300 ($70)-% of Revenue 2% 3% (1%)
23
Reporting Dashboard
Growth Plan
Client/Project Revenue Timing Accountable Existing Clients: New Business: Total Growth Plan
Staff Plan
Client 1 Client 2 Client 3 New Biz Capacity
Account Dir
Account Sup
Account Exec
Creative Dir
Art Dir
Copywriter
Total Hours
24
Write down a number
and communicate it
Prioritize opportunities
Assign accountability
Match resources with revenues
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