Executive Summary
Agencia Navarro is a marketing consulting firm operating in Tampa, Florida.
In its 10 years of existence, the business has established itself as a top choice for marketing consulting services. Its focus on bringing out the local perspective in both businesses and their customers has endeared it in the hearts of many.
The business has also made a name for saving clients from bankruptcy with well-planned and executed marketing strategies. It is also responsible for wildly successful business launches.
Agencia Navarro’s target market includes small and medium businesses in Tampa. Businesses from all industries are within its operating scope.
Lorraine Navarro, the founder and CEO of Agencia Navarro, has worked in many industries over the years. She has worked as a marketing professional and in management roles in some other business-related industries.
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
Agencia Navarro is a marketing consulting firm in Tampa, Florida. We provide marketing consulting services to businesses in Tampa.
Tampa’s higher-than-average small business market inspired the business. Marketing is more popular than ever, with even TV shows being made about the life of a marketing agency.
Agencia Navarro started as a small marketing agency in 2014 with just two clients. The business has since grown and now provides consulting services to some of the most successful businesses in Tampa.
Lorraine Navarro is the founder and CEO of Agencia Navarro and has full ownership of this limited liability cooperation.
Legal structure: LLC
Mission: To deliver exceptional marketing consulting firm services to clients in Tampa, Florida, USA, 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
The global marketing consulting industry was valued at $22 billion in 2021. Projections with a 10-year CAGR of 3.88% estimate the industry to be at $32,7 billion in 2031.
Unlike other industries, the marketing consulting industry has seen a boom post-pandemic. Businesses were eager to recover their losses from the pandemic and marketing plays a key role in that.
The new digital world has not overlooked the marketing consulting industry. Like other industries, increasing emphasis is being placed on going digital. Digital marketing has become a buzzword in the industry, with just about every business gunning for a slice of the digital pie.
It is important that marketing consulting firms update their skills and become versed in digital marketing strategy.
The global concerns regarding digitalization apply to the marketing consulting industry as well. Trend cycles are shortening, and businesses find it increasingly expensive to keep up with new trends. Further, AI tools pose a threat to marketing consulting firms due to their quick outputs and marginal relative costs.
Large consulting companies have a considerable market share. These specialized marketing consulting firms, or consulting firms with a marketing consulting department, have the advantage of long-term clients and brand loyalty. They also have more resources to keep up with industry trends.
Customer analysis:
There are three categories of businesses in Tampa that Agencia Navarro sees as potential customers.
Small and medium-sized businesses are the most apparent. These businesses have between 10 and 100 employees and operate mostly in service industries. The size of these businesses does not allow them to perform marketing in-house, which gives us an opportunity.
Small businesses are limited in budget and need tailored marketing consulting services that allow them to stand out in saturated markets.
Startups are among the second largest category of businesses that use marketing consulting services. Marketing a new business plays a huge role in its success. These startups, often in the tech industry, need marketing strategies that will help them establish a brand identity and build a connection with the public.
Florida is a popular traveling destination. Tampa has a strong tourism and hospitality industry. The city features theme parks and other attractions, making it popular among families and single adults alike.
Businesses in the tourism an hospitality industry, such as hotels, restaurants, entertainment spots, and travel agencies, need to market themselves to clients beyond Tampa. Digital marketing is in demand in this industry.
Competitor analysis:
| Competitor | Strengths | Weaknesses |
|---|---|---|
| Bain & Company | Established brand, wide reach | Higher price point, less personalised |
| Boston Consulting Group | Strong marketing, national presence | Generic offering, less specialist focus |
| McKinsey & Company | Competitive pricing | Lower service quality, limited expertise |
Agencia Navarro'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
Agencia Navarro is a service business based in Tampa. Our clients are situated across the city and often require that we meet them on-site. We offer virtual consultations for businesses outside of Tampa. If clients don’t choose any of the previous options, we meet with them at our office.
Pricing strategy: Pricing is set to be competitive within the Tampa, Florida, USA 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 marketing consulting firm services in Tampa, Florida, USA
- 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 Tampa, Florida, USA
- 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:
Agencia Navarro is an industry-leading marketing consulting firm. We deal with strategizing the marketing functions of various businesses in Tampa.
Being a marketing consulting firm, we have to display our ability to navigate all marketing platforms. Our clients will measure our ability to make their marketing a success through our own marketing.
Our annual marketing budget is $200,000. We split the funds between a few marketing activities across four marketing categories.
The first marketing category Agencia Navarro uses is digital marketing. 40% of our marketing budget goes towards digital marketing and is split in the following way:
- Website $8,000 (4)
- SEO: $12,000 (6)
- Pay Per Click Advertising: $20,000 (10)
- Social Media Advertising: $24,000 (12)
- Email Marketing: $8,000 (4)
- Content Creation: $8,000 (4)
20% of our marketing budget goes toward traditional marketing and is allocated as follows:
- Print advertising: $12,000 (6)
- Business cards and flyers $8,000(4)
- Showroom exhibitions: $20,000 (10)
10% of our marketing budget goes toward public relations and is allocated as follows:
- Charity and donations: $8,000 (4)
- Blog and influencer partnerships: $12,000 (6)
20% of our marketing budget is allocated to client engagement and sales promotions and is allocated as follows:
- Client referral rewards: $8,000 (4)
- Discounts: $12,000 (6)
- Gift vouchers: $8,000 (4)
The remaining 10% of the marketing budget is allocated for miscellaneous costs.
Operating Plan
Operational Area Organizational Objective/Goal Action Timeline Responsible Party Sales and Development Increase market penetration. Work with more local businesses to increase visibility. 6 Months Sales Director Product Development Diversify services. Train staff on industry changes and develop marketing strategies for clients that keep up with current and upcoming trends. 18 Months Director of Services Account Management Maintain a 95% client retention rate. Maintain client relationships and meet their needs. Ongoing, with bi-annual reviews. Account Manager
Staffing plan:
| Role | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Sofia Navarro (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 marketing consulting firm operations in Tampa, Florida, USA
- 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 and Founder, Lorraine Navarro.
Lorraine has two master's degrees, one in business administration and the other in marketing. She has been the head of Agencia Navarro since its establishment.
Lorraine has been working in marketing since obtaining her undergrad over 20 years ago. She is a Tampa native, and this experience has allowed her to provide a perspective local business owners appreciate.
Chief Operating Officer, Orion Hunt.
Orion heads Agencia Navarro’s operations and holds a degree in operations. He has 10 years of management experience and is known in the marketing community for transforming the fate of failing businesses through marketing.
Chief Financial Officer, Sabrina Ferris.
Sabrina is a certified public accountant with 15 years of experience in the marketing industry.
Chief Technology Officer, Declan Erickson.
Declan manages Agencia Navarro’s technology needs and plays a key part in ensuring we have the resources to keep up with ever-changing digital trends. He researches new marketing tools and has an arsenal for our clients to leverage.
Declan has a degree in information technology and specializes in marketing tools, and he has 15 years of work experience in the marketing tech industry.
Chief Human Resources Officer, Ember Fern
Ember manages Agencia Navarro’s talent management, culture, and labor law compliance.
She holds a Masters degree in Human resource management and has 8 years of experience in the human resources field.
Sofia Navarro — 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 Marketing Consulting Business Plan The time has come for you to put this guide into action. Let’s go over everything we covered before you get cracking on that business plan.
A business plan has seven main sections, with two of the sections containing two subsections. Namely:
- Executive summary
- Company overview
- Market and customer analysis
- Sales and marketing plan
- Operating plan
- Management team
- Financial plan
If you follow this guide and add your personal flair (actual information about your business), you’ll have a business plan written faster than you thought.
Want more? Look through our other guides to see insights from different industries, it’s all rather interesting!
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, Agencia Navarro 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