Executive Summary
Ars Super Omnia is a Cape Town-based digital marketing agency. We’re in the business of bringing creative and effective digital marketing to the world.
Jude Abrahams and Mena Peterson are the co-founders of Ars Super Omnia. Their extensive experience in marketing for high-profile clients makes them the perfect people to run a company like ours. They each carry out two executive management roles. This will change as the company scales.
The purpose of this business plan is to gain international funding to remain competitive with stronger currencies.
Our long-term sales goal is to generate $2,000,000 in annual sales revenue, close to $110,000.
Why us?
South Africa is home to world-class talent. Our clients get premium work or a fraction of the cost.
Ars Super Omnia is seeking $60,000 in start-up or growth capital to fund operations, marketing, and staffing in the first 12 months.
Financial highlights:
| Metric | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Revenue | $320,000 | $560,000 | $880,000 |
| Gross margin | 73% | 73% | 73% |
| Net profit / (loss) | $52,800 | $116,000 | $203,600 |
Company Overview
Ars Super Omnia is a remote digital marketing agency based in Cape Town, South Africa. Despite being based in South Africa, our target market is businesses worldwide, primarily in the United States of America.
As a remote business, our staff is also spread across the world. This offers our clients a unique perspective from different countries that will add a unique flair to their marketing.
The company was founded in 2022. The Latin phrase “Ars Super Omnia” translates to “Art Above All” in English. Our vision is to treat marketing as the art form it is while simultaneously generating leads and conversions for your business.
We started on a freelancing platform to gain a diverse customer base. Many of those initial clients are still with us today, which means we can create marketing campaigns across a number of industries.
Ars Super Omnia is registered as a private company as per South African regulations. Jude Abrahams and Mena Peterson are the co-founders.
Legal structure: Private Company (Pty Ltd)
Mission: To deliver exceptional digital marketing agency services to clients in Cape Town, Western Cape, South Africa, building long-term relationships through quality, reliability, and deep expertise.
Objectives:
- Year 1: Establish operations, reach initial revenue target of $320,000, and build a loyal client base
- Year 2: Expand service capacity, grow revenue to $560,000, and hire additional staff
- Year 3: Achieve operational profitability, strengthen market position, and evaluate expansion opportunities
Market & Customer Analysis
Digital marketing uses digital channels to promote your business and its products or services. Digital marketing agencies are companies that perform that function for businesses.
The industry is currently valued at $350 billion and will grow at a CAGR of 13% over the next five years.
The move to the digital world is a major driving factor for this market. As businesses prioritize digital channels for operations, their marketing is expected to follow suit. Digital marketing broadens an audience and increases a business's potential sales revenue.
This industry has medium barriers to entry, which means it is competitive. International trade involves currencies, so companies are choosing to work with businesses based in countries with weaker currencies to save on costs.
Ars Super Omnia has two categories of competition. The first category is other digital marketing agencies based in South Africa. As a remote company, we lose some of the business that comes from being stationed around other businesses (in the event of a physical office).
The second category is digital marketing agencies across the world. The cost of using us is attractive to businesses in countries with stronger currencies. However, we lose some of that advantage with businesses that want a digital marketing agency that understands their culture from a native perspective.
Our indirect competition is in-house marketing departments and freelancers who can offer a better rate.
Customer analysis:
We are a B2B business, which means our customer segments look slightly different than businesses that sell to individual consumers.
Business Size
- Small and medium-sized businesses
- Startup companies
- Large corporations
Industry
- E-commerce
- Tech
- Tourism and hospitality
- Education
- Healthcare
Location
- South Africa
- International
Our customers need a digital marketing agency to create and implement marketing campaigns that target the right people and increase conversions. Marketing is an art form, and creativity is high on our clients’ priority lists.
Globalization has given way to the possibility to find more competitive rates than what is offered in developed markets. Many of our customers are driven by that.
Competitor analysis:
| Competitor | Strengths | Weaknesses |
|---|---|---|
| Ogilvy South Africa | Established brand, wide reach | Higher price point, less personalised |
| Joe Public United | Strong marketing, national presence | Generic offering, less specialist focus |
| M&C Saatchi Abel | Competitive pricing | Lower service quality, limited expertise |
Ars Super Omnia's competitive edge: Specialist expertise, personalised service, and a clear focus on the underserved segment of the market set us apart from the established players listed above.
SWOT analysis:
| Positive | Negative | |
|---|---|---|
| Internal | Strengths: Specialist expertise; experienced founder; strong client relationships; differentiated positioning | Weaknesses: Limited brand recognition as a new entrant; single location; reliance on founder capacity in early years |
| External | Opportunities: Growing market demand; underserved niche segments; digital marketing reach; referral network growth | Threats: Established competitors with greater resources; economic downturn reducing discretionary spend; regulatory changes |
Sales & Marketing Plan
Ars Super Omnia has 9 overall sales goals, split equally over the short, medium and long term.
Our first short-term goal is to gain 10 more clients in diverse international markets. We also aim to maintain an average monthly revenue of R70,000.
The medium-term period for our next set of sales goals is 6-12 months. By the end of these twelve months, we want to have increased our monthly sales revenue to R200,000. We aim for 80% of our clients to be returning customers with long-term agreements.
Our long-term goal (3 years) is to reach an annual sales revenue of R2 million or more.
Pricing strategy: Pricing is set to be competitive within the Cape Town, Western Cape, South Africa market while reflecting the quality and specialist nature of the services delivered. All pricing is reviewed annually against market benchmarks.
Marketing channels:
- Digital presence (website + SEO) — professional website with content marketing to attract organic search traffic from clients searching for digital marketing agency services in Cape Town, Western Cape, South Africa
- Social media — active presence on relevant platforms to build brand awareness and engage prospective clients
- Referral programme — incentivised referral programme for existing clients; target 30% of new clients via referral by end of Year 2
- Local networking and partnerships — attendance at industry events and partnerships with complementary businesses in Cape Town, Western Cape, South Africa
- Google Ads — targeted paid search campaigns for high-intent keywords during launch phase
Marketing budget Year 1: $35,200 (11% of projected revenue)
Additional marketing notes:
Our vision is to use the creativity of marketing to impact our clients’ businesses. Marketing has become generic, and many of our clients know this. Offering the South African perspective inspired by marketing giants will breathe fresh air into international markets.
Our values are creativity, innovation, and integrity.
Our annual marketing budget is $56,500. We split the funds between a few marketing activities across four marketing categories.
The first marketing category used is digital marketing. 40% of our marketing budget goes towards digital marketing and is split in the following way:
- Website $2,260(4)
- SEO: $3,390 (6)
- Pay Per Click Advertising: $5,650 (10)
- Social Media Advertising: $6,780 (12)
- Email Marketing: $2,260 (4)
- Content Creation: $2,260 (4)
20% of our marketing budget goes toward traditional marketing and is allocated as follows:
- Print advertising: $3,390 (6)
- Business cards and flyers $2,260 (4)
- Showroom exhibitions: $5,650 (10)
10% of our marketing budget goes toward public relations and is allocated as follows:
- Charity and donations: $2,260 (4)
- Blog and influencer partnerships: $3,390 (6)
20% of our marketing budget is allocated to client engagement and sales promotions and is allocated as follows:
- Client referral rewards: $2,260 (4)
- Discounts: $3,390 (6)
- Gift vouchers: $2,260 (4)
The remaining 10% of the marketing budget is allocated for miscellaneous costs.
Operating Plan
Organizational Goal/Objective Department Activity Timeline Generate R1,620,000 in sales revenue. Sales Design and implement a sales plan. 12 months.
Staffing plan:
| Role | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Jude Abrahams (Owner / Director) | Full-time | Full-time | Full-time |
| Operations / Senior Staff | Part-time | Full-time | Full-time |
| Support / Junior Staff | — | Part-time | Full-time |
Legal & compliance:
- All required licences and permits for digital marketing agency operations in Cape Town, Western Cape, South Africa
- Professional liability and general liability insurance
- Data protection compliance in accordance with applicable laws
- Health & safety policies and risk assessments in place before trading begins
Management Team
Chief Executive Officer (CEO) and Chief Operating Officer (COO), Jude Abrahams.
Jude is a co-founder of Ars Super Omnia. She performs the functions of CEO and COO. These roles will be split when the business is large enough. Jude holds a bachelor's and honors degree in marketing from the University of the Witwatersrand and an MBA from the same institution. With 15 years of experience in marketing, 7 of which honed in on digital marketing, she is well-equipped for her role in Ars Super Omnia.
Chief Marketing Officer (CMO), Mena Peterson.
Mena is a co-founder of Ars Super Omnia. She is responsible for marketing the business and provides input to the sales team. She also holds a bachelor’s and honors in marketing from the University of the Witwatersrand. Mena performs the functions of the Chief Sales Officer and will continue to do so until the business scales.
We use consultants to fulfill the requirements of a Chief Financial Officer, Head of Data and Analytics, and Head of Human Resources.
Jude Abrahams — Founder & Director
Advisory support: The business will engage an experienced accountant and a business mentor through the local enterprise support network to provide financial oversight and strategic guidance during the first three years of trading.
Financial Plan
Projected Profit or Loss Statement
Year 1 Year 2 Year 3 Sales $90,000 $170,000 $300,000 Direct Cost of Sales $20,500 $30,000 $82,000 Production Payroll $0 $0 $0 Other $0 $0 $0 Total Cost of Sales $20,500 $30,000 $82,000 Gross Margin $69,500 $140,000 $218,000 Gross Margin % 77% 82% 73% Operating Expenses
Sales and Marketing Expenses
Sales and Marketing Payroll $20,000 $40,000 $40,000 Advertising/Promotion $800 $1,000 $1,000 Travel $0 $0 $0 Miscellaneous $500 $500 $500 Total Sales and Marketing Expenses $21,300 $41,500 $41,500 General and Administrative Expenses
General and Administrative Payroll $20,000 $40,250 $100,250 Sales and Marketing and Other Expenses $0 $0 $0 Depreciation $1,000 $1,000 $1,000 Dues and Subscriptions $200 $200 $200 Professional Fees $300 $300 $300 Rent $2,000 $2,000 $2,000 Software Purchases $0 $15,000 $0 Insurance $2,000 $2,000 $2,000 Telephone and Internet Access $2,000 $2,000 $2,000 Utilities $400 $400 $400 Miscellaneous $0 $0 $0 Payroll Taxes $500 $1,200 $3,000 Other General and Administrative Expenses $0 $0 $0 Total General and Administrative Expenses $28,400 $64,350 $111,150 Other Expenses:
Other Payroll $0 $0 $0 Consultants $0 $0 $0 Contract/Consultants $0 $0 $0 Total Other Expenses $0 $0 $0 Total Operating Expenses $28,400 $64,350 $111,150 Profit Before Interest and Taxes $19,800 $102,840 $225,410 EBITDA $19,800 $103,860 $226,430 Interest Expense $800 $3,632 $2,957 Taxes Incurred $0 $24,802 $56,540 Net Profit $19,000 $34,150 $65,350 Net Profit/Sales 21% 20% 22%
Projected Cash Flow Statement Cash Received Year 1 Year 2 Year 3 Cash from Operations
Cash Sales $90,000 $170,000 $300,000 Cash from Receivables $0 $0 $0 Subtotal Cash from Operations $90,000 $170,000 $300,00 Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0 New Current Borrowing $20,000 $0 $0 New Other Liabilities (interest-free) $0 $0 $0 New Long-term Liabilities $0 $0 $0 Sales of Other Current Assets $0 $0 $0 Sales of Long-term Assets $0 $0 $0 New Investment Received $0 $0 $0 Subtotal Cash Received $110,000 $170,000 $300,000 Expenditures
Expenditures from Operations
Subtotal Spent on Operations $48,900 $94,350 $111,150 Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $800 $0 $0 Principal Repayment of Current Borrowing $10,000 $10,000 $0 Other Liabilities Principal Repayment $0 $0 $0 Long-term Liabilities Principal Repayment $0 $0 $0 Purchase Other Current Assets $0 $0 $0 Purchase Long-term Assets $0 $0 $0 Dividends $0 $0 $0 Subtotal Cash Spent $59,700 $104,350 $193,150 Net Cash Flow $50,300 $65,650 $106,850 Cash Balance $19,000 $34,150 $65,350 Projected Balance Sheet Assets Year 1 Year 2 Year 3 Current Assets
Cash $90,000 $170,000 $300,000 Accounts Receivable $0 $0 $0 Other Current Assets $0 $0 $0 Total Current Assets $90,000 $170,000 $300,000 Long-term Assets $10,000 $9,000 $8,000 Accumulated Depreciation $1,000 $1,000 $1,000 Total Long-term Assets ($1,000) ($1,000) ($1,000) Total Assets $100,000 $179,000 $308,00 Liabilities and Capital
Current Liabilities
Accounts Payable $0 $0 $0 Current Borrowing $20,000 $10,000 $0 Other Current Liabilities $0 $0 $0 Subtotal Current Liabilities $20,000 $10,000 $0 Long-term Liabilities $0 $0 $0 Total Liabilities $20,000 $10,000 $0 Paid-in Capital $30,000 $30,000 $30,000 Retained Earnings ($20,000) ($30,000) $41,000 Earnings ($12,000) $44,000 $160,000 Total Capital ($2,000) $44,000 $231,000 Total Liabilities and Capital $18,000 $54,000 $231,000 Net Worth $80,000 $169,00 $308,000
Wrapping up the Digital Marketing Agency Business Plan That brings us to the end of the digital marketing agency business plan guide.
We’ve covered everything you need to write a business plan for your digital marketing agency. We have more inspiration for different industries if you want to see our other sample plans.
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3-year profit & loss projection:
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Revenue | $320,000 | $560,000 | $880,000 |
| Direct labour and contractor costs | $86,400 | $151,200 | $237,600 |
| Gross profit | $233,600 | $408,800 | $642,400 |
| Gross margin | 73% | 73% | 73% |
| Salaries and wages | $102,400 | $179,200 | $281,600 |
| Marketing and advertising | $35,200 | $61,600 | $96,800 |
| Rent and utilities | $24,000 | $24,000 | $25,200 |
| Other operating costs | $19,200 | $28,000 | $35,200 |
| Total operating expenses | $180,800 | $292,800 | $438,800 |
| Net profit / (loss) | $52,800 | $116,000 | $203,600 |
Break-even analysis:
- Estimated fixed monthly costs: $12,100
- To cover fixed costs, Ars Super Omnia needs to generate approximately $16,600 in monthly revenue
- Break-even is projected to be reached in Month 5 of trading
Key financial assumptions:
- Revenue growth of 75% in Year 2 and 57% in Year 3 based on planned capacity expansion and marketing investment
- Direct labour and contractor costs estimated at 27% of revenue throughout the forecast period, consistent with industry benchmarks
- Staffing costs set at 32% of revenue, scaling incrementally with new hires in Year 2 and Year 3
- Marketing budget fixed at 11% of revenue; reviewed quarterly and adjusted based on channel performance
- No bad debt assumed; payment terms enforced from day one
Funding requirements:
Ars Super Omnia is seeking $60,000 to fund the following:
| Use of funds | Amount |
|---|---|
| Equipment and fit-out | $24,000 |
| Working capital (6 months) | $21,000 |
| Marketing launch | $9,000 |
| Legal, licences, and professional fees | $6,000 |
| Total | $60,000 |