Find a sponsor to open a franchisee. Business sponsorship. This is important: documents for the sponsor

The development of any business can be hampered by the lack of funds. If you manage to organize your own business, the first priority is the problem of financing it. In such a situation, sponsors can come to the rescue who will help you build your business the way you planned. Sponsorship is a winning mechanism for both parties. Sponsors provide you with finances, and they themselves receive a wide advertising company or advertising your brand.

You also had to face the problem of attracting sponsors for own enterprise? You may not be taking the best approach to promising sponsors. After putting in a tremendous amount of effort to plan and build your business, you can end up with the real frustration of having to cut down on basic costs because you can't attract investors to fund your business. If you want to do business and at the same time cut costs, or your funds are not enough to organize own business, financial support is essential. Yes, attracting investors is not that easy, and you probably already faced difficulties related to this issue. Market competition is fierce, and the economic downturn is a vivid confirmation of this. When companies try to cut costs, they all want one thing: the right balance of price and quality. If your business is sponsored, then sponsors will count on decent advertising that is worth their investment.

First of all, you have to get the sponsors interested. Tell them how their financial participation in your business will help them expand their customer base, inform a new segment of consumers about their services and products.

Provide sponsors with a clear picture of your collaboration with them. List every detail related to business development, expected results, and highlight the prospects that your sponsors will receive as a result of the investment. This way you will be able to outline the reputation of your company, to generate more investor confidence.

If you are raising funds from sponsors to make or sell something in the future, something that you have not yet come into contact with, you need to convince potential sponsors that their participation in the business is a win-win, and financing it will be a very reasonable investment, and long-term the benefits of the deal are undeniable. First of all, you need to have excellent presentation skills in order to gain the trust of sponsors. Tip: Don't lose faith in the success of your business for a second and exude confidence all the time.

When offering sponsorship to an investor, do not rush to him with the documents regarding the transaction and expect the investor to immediately agree to your offer. You may be given many reasons why your offer deserves a rejection. Good speaker skills are needed, and good negotiation equipment is also required. You need to foresee possible changes, be flexible, you need to anticipate the questions of investors, assess what they might be interested in in your business project.

How can you ensure that a potential sponsor has considered your offer without looking a little aggressive? Professionals know one rule: you need to "lead" sponsors in order to be aware of their intentions regarding the project, but this should not be done by e-mail or by phone, but with the help of personal meetings.

Remember the main thing: never lose hope of successful negotiations with potential sponsors, even if there is only one week before the event or investment date. Know that any sponsorship is good in itself, any sponsorship has a beneficial effect on your finances. When you are negotiating with potential sponsors about their financial support for your business, make sure there is an opportunity to speak to a manager, if you have one, before closing the deal. Among other things, you must have legal proof that the sponsor is willing to fund your event or business. It is also advisable to receive half of the sponsorship funding prior to hosting the sponsored event. This provides a specific warranty. But there is another approach to business, when only reliable business partners, skills and dexterity of the manager are required. This case requires a separate discussion. Good luck in finding sponsors and developing your business!

Prepared by editors: "Business GiD"
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Any business requires money. When you start your business, the first thing you need to do is decide the issue of financing. One way to do this is to find a sponsor. This form of cooperation is mutually beneficial - you get money and develop your business as planned, and sponsors have a profit in the form of powerful advertising for their brand.

In this article, you will read:

Who are "sponsors" and why are they needed
Where to find a sponsor
How to attract a sponsor to your project
What documents must be provided to the sponsor
What the sponsor wants to get from working with you

Where to find a sponsor: the most "fishy" places

What is a sponsor? This is an individual or company that helps financially specific company or an entrepreneur, and receives certain benefits for this. Assistance can be expressed in the provision of finance, materials, industrial premises, inventory.

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A business partnering with a sponsor identifies itself with its business image, advertises for it and gives it access to its own target audience.

How to find a sponsor for a business is the main issue of concern to aspiring entrepreneurs. Due to the lack of information, they do not know exactly who can act in this role and how to find the right contacts. A popular way to solve problems is to contact special organizations that are professionally looking for sponsors for small and medium-sized businesses: business incubators, technology parks, investment funds.

If you decide to go down this path, you need to know that it is very important to correctly design your presentation in order to "hook" potential sponsors. Therefore, you need to write about what may interest them, for example, pay attention not to the details of the product manufacturing process, but tell more about the end result and benefits of your project.

It is necessary to present your project as attractive and indicate that cooperation as a sponsor with you on it will be mutually beneficial.

In business circles, events are now very popular, the holding of which is grouped into separate industries - exhibitions, seminars, forums. They can also meet potential sponsors.

The Internet space offers many portals, sites and services in social networks dedicated to business topics. It is enough to enter queries like “find a sponsor in Moscow”, “find a sponsor website”, etc. The Internet is a convenient meeting place for potential sponsors and partners, where each party provides information about themselves and their projects. To find the right sponsorship options for your business, find in the list of those who work in your area, read the summary for each of them.

Sometimes money for starting a business and its development is given by relatives, relatives or friends. But this kind of friendly sponsorship is possible only when a novice entrepreneur does not need very large sums.

When choosing an investor firm, find out if it works as a sponsor for other companies. If she has no experience previous work on similar projects, most likely, the company is just starting activities in this area and does not have a large baggage of knowledge and skills in investing.

If you want to be a sponsor

Victor Novochenko, Marketing Director of ZIL Trading House, Moscow

If you want to be a sponsor, make sure you are given the opportunity to work directly with the customers of your interest. It is imperative to request information about the target audience from the organizers of the project and analyze it. Failure to do so can distort sponsorship and waste time and money. For a serious business, such miscalculations are unacceptable.

How to find a sponsor and get what you want: step by step instructions

Step one: start negotiations

If you decide to find a sponsor for starting a business, select a suitable company and arrange negotiations with it. For the event to have a result, it is better to conduct them with the head or his deputy for marketing (or PR), if the hierarchy of the company provides for such positions. Firms that are actively working as sponsors usually have dedicated managers in this area.

Step two: presentation

First of all, future sponsors need to be interested in their project. To do this, tell them how supporting your business will allow them to expand their customer base and advertise the product or service to a large new audience of consumers.

Give sponsors a full description to demonstrate transparency in the relationship. future work... Tell us about all the nuances associated with the development of your project, about the future results and the prospects that investment in your company gives. The more information you provide, the more you will inspire confidence on the part of sponsors.

A rather difficult situation when you want to find a sponsor for an area in which you yourself do not yet have much experience (you are going to manufacture and sell something that you have not encountered before). Future patrons need to show that their participation in the project is guaranteed to be profitable, investing money in your project is safe and reasonable, and the advantages in the long term are unconditional. To gain the trust of sponsors and achieve the desired effect in the negotiations, demonstrate self-confidence and the company's success. This is where presentation and persuasion skills come in handy.

Step three: "Defense"

If you offer an investor cooperation, do not expect that he will immediately agree to work together. Your “I want to find a sponsor” will come across a lot of arguments from his side, explaining the motives for not wanting to cooperate. It is advisable to analyze the possible reasons for the refusal and think over explanations, provide for possible options for the development of the conversation, calculate what pros and cons the sponsor will see in your project and use this - in a word, you need to be flexible and agile in negotiations. In addition, you will need excellent public speaking skills and equipment.

Step four: escort

How can you discreetly ensure that your potential sponsor has fully considered your cooperation offer, and find out about his further intentions in this direction? Face-to-face meetings will be most effective, rather than formal e-mails and phone calls.

What the sponsor pays attention to first of all

Investors usually do not ask literally all the details of the project in which they are going to invest, but there are several questions that are of interest to most sponsors of small and medium-sized businesses.

Field of activity. Those who want to invest in your company, of course, want to know what exactly you are doing. Many sponsors have great intuition and are able to quickly understand how successful an investment in a particular area will be. Therefore, it is worth paying attention to the possibilities of the niche in which you plan to work.

Persons involved. Your motto should be: "I want to find a sponsor - I provide myself with the best personnel." Future investors may ask what kind of specialists will work for you, since small and medium-sized businesses have to be flexible, make sometimes ambiguous and unusual decisions, the advantage will be that among your employees there are qualified people with awards and experience. The chances of getting an agreement that a potential sponsor will sign a cooperation agreement will increase if you attract as employees and partners those people whose names are popular in the required field.

Timeline for Net Profit - It is clear that sponsors want to recoup their investment as early as possible. Few of them will agree to fund an event that will only make a profit after a few years. Therefore, you should hurry up to get the first income from your project.

Why does the sponsor need you too?

The sponsor needs you to:

1) Form a positive public opinion. If you are thinking about how to find a sponsor and what benefits of your cooperation should be outlined in negotiations with him, give the following argument: by agreeing to participate in sponsorship activities, the sponsoring company demonstrates to the audience that it is of interest social issues and solution social problems, organization of events, city events.

2) Advertise your products and services. Sponsorship agreements stipulate that the company receiving it must advertise the sponsor. This type of advertising is often more effective than traditional media placement.

3) Expand markets and stimulate sales. How to find sponsors and convince them of the need for cooperation? Explain that well-designed advertising can persuade attendees to sponsor the event's products and services. Another argument: sponsorship allows a broad presentation of the company's new product.

4) Attract Western investors. If an enterprise wants to be attractive to Western investors, it should pay attention to vigorous activity in social sphere... This can be done through sponsorship of community events.

5) Establish communications. You can find a sponsor by telling a potential philanthropist about the benefits of sponsoring participation in various events to create a positive image of the company at all levels - from local to international. At the same time, external communications contribute to the establishment of contacts with the public, government services, partners and clients.

This is important: documents for the sponsor

A company that is concerned about where to find a sponsor for a business should have a prepared sponsorship package. In it, on the one hand, they describe the requirements for the investor, on the other hand, they reflect the advantages for him. To increase the chances of success, make a high-quality presentation folder - this will be yours " business card»In the procedure for finding sponsors.

The contract must clearly indicate the goals for which the funds will be spent. It is necessary to stipulate the possibility of force majeure circumstances and provide guarantees for the return of funds for such cases. This is especially true for holding any social events for which you need to find a sponsor (concerts, show programs, sports, exhibitions, etc.). It is important to indicate where exactly the money should be transferred - to the account of the sponsored company or to the intermediary.

What is included in the sponsorship package:

Name of the project for which sponsorship is required;

List of those who are the organizer and initiator of the project;

Description of the project support;

General description of the project;

Program Description(includes a script, a list of activities, a plan);

Budget and calculation of the required funds;

Description of the opportunities and rights of individual groups of sponsors (gradation);

Demonstration of benefits (calculation of the effect) - how the sponsor's advertising will affect its target audience;

Typical form of the contract.

What's in the presentation folder:

The folder is a good tool for finding a sponsor. It should contain basic information that is concise and attractive:

A copy of the certificate state registration;

Extract from the charter - information about the founders, goals and objectives;

On the right about the activities of the enterprise;

List of enterprises and individuals providing support to the company;

Data on publications in the media after the events previously held by the company;

Photos of events held by your company;

Information about the management of the company and key employees.

We use sponsors to help associate the brand with family values

Irina Pankratova, Head of the Representative Office of CJSC "Yoshkar-Olinsky Meat Processing Plant" in the Republic of Tatarstan, Kazan

The marketing tactics of the company is aimed at drawing attention to TM "Yola". Positioning ourselves as a manufacturer of delicious products of excellent quality, we expect that customers associate the brand with family values, well-being, and healthy children. Therefore, we welcome organizers who are considering where to find a sponsor for their sports events, youth celebrations and other events that support children's and family health and sports. In addition, the company finances projects to support family values and traditions, for example, the traditional "Day of the Plow" (Tatarstan). A few more actions are sponsorship of the Russian Aerobics Championship and the Youth Fashion Theater. Finally, the mill sponsored the Miss Yola nomination at the beauty pageant.

Remember the main thing, even if there is only a week left before the start date of the events or the financing time of your enterprise, be confident in yourself and do not lose confidence that negotiations with potential sponsors and investors will be positive. Your motto should be: "I will definitely find a sponsor."

Remember that any kind of sponsorship is beneficial to your finances. When negotiating the terms of project sponsorship, if you are negotiating on behalf of your company, make sure you can contact own leader... In addition, you need to have legal evidence to prove that the sponsor has agreed to fund your project. As a guarantee of partnership, it is better to require ½ funding before the event or project, which the sponsor has agreed to pay, is carried out.

Information about the author and company

Vera Ivanova, general manager company "Maisky Zhuk", Perm. Advertising group "May beetle". Field of activity: development promotional materials, organization of advertising and PR-campaigns, event-events. Number of staff: 10. Participation in professional associations: member of the Association of Communication Agencies of Russia. Achievements: one of the three leaders among advertising agencies Perm Territory (according to the company's own estimates), the winner of the advertising festival "Yellow Tomato".

Irina Pankratova, Head of the representative office of ZAO Yoshkar-Olinsky Meat Processing Plant in the Republic of Tatarstan, Kazan. CJSC Yoshkar-Ola Meat Processing Plant produces 300 types of meat products. It supplies products to 56 cities of Russia, cooperates with leading retail chains. It has its own retail network of 32 stores in Yoshkar-Ola. The number of employees is a thousand people. In 2007, the company's turnover exceeded 1 billion rubles.

Irina Zenina, Head of Marketing and Advertising Department, Pelikan-Auto, Moscow. The Pelican-Auto company is an official dealer of the Nissan and Skoda brands. The main activities: trade in cars and spare parts, the provision of car repair services. The company sells more than 400 cars of both brands monthly, on average service maintenance more than three thousand car owners come to "Pelican-Auto" a month. The company employs over 500 people.

Victor Novochenko, Marketing Director of ZIL Trading House, Moscow. AMO "ZIL" produces cargo and cars, buses. For 90 years of operation, ZIL has contributed to the creation of about ten independent factories. Today the holding includes: the head plant in Moscow (over 13 thousand employees), Mosavtotest, Penza (Penza), PZA (Petrovsk), RAAZ (Yaroslavl), RZAA (Ryazan), SAAZ (Smolensk), trading house ZIL, Centrolit (Kashira).

Find a philanthropist or sponsor, as they are also called in the field of business, financial guardian angels, is accessible to everyone, regardless of their occupation. An athlete, artist, lawyer or entrepreneur - financial patronage is available to anyone today, the main thing here is to interest the sponsor ...

At first glance, the process of interacting with sponsors is quite simple. For the provided equipment, cash for start-up capital or other benefits provided by the sponsor, the user of such services gives the right to use his talents in conjunction with opportunities in a profitable or promising type of activity for the sponsoring company.

Nevertheless, do not forget that with a lucrative contract at the same time, the user of sponsorship services has a lot of additional obligations.

The main goal of such a relationship is to obtain stable and beneficial feedback. In particular, while investment consumers dream of developing their own business, investors.

First of all, the main goal of sponsors who agree to fund a business idea is dividends. Moreover, they are by no means always expressed as a monetary equivalent.

In turn, almost always an entrepreneur wishing to have sponsorship should be prepared for the possible sale of his interests to another company that will be ready to finance the project.

The main condition for the provision of sponsorship is the attractiveness of the project directly for the target audience, and therefore for the investor as well. You can find a sponsor or a project for investment here:

Sponsor information

A sponsor is attracted through the presentation of a business plan or a company in which additional capital is required in order to develop its own project. However, this is not enough. To make successful interactions with an investor, first of all, it is necessary to have information about him.

Experienced businessmen believe that if you know where to turn for financial support, then 50% of business success is already guaranteed. It is better to look for a sponsor directly at the place of sale own business ideas... In this case, the choice of a sponsor will completely rest with the applicant for financial support.

It is unlikely that outsiders will be able to make the right decision. Only the head or founder of a business understands what exactly is required for its successful further development. Having chosen this or that company, it is worth clarifying what other sponsorship support is provided to it.

If the sponsor has no experience of interaction with similar projects before, it should be assumed that this company possesses complete absence experience in this field of activity. Specialized websites are considered to be an excellent assistant in finding a potential sponsor for a business and gathering information about them.

Such resources not only have offers, but also allow the sponsorship seeker to develop a personal profile in order to attract financial partners to support the business or its organizations.

Beginning of negotiations with a sponsor

Once the company is selected, you should proceed to negotiations. This should be done directly with the head of the selected sponsoring company, or with the marketing director, of course, if the structure of the company has such a position.

A number of companies specializing in the provision of sponsorship services have managers specifically for sponsorship whose task is to resolve such issues.

Negotiation stages

After contact is established, the goals should be justified. own company, demonstrate their capabilities and plans for the near future. At the end of the presentation, attention should be focused on the benefits the sponsor received as a result of supporting your project.

If after that the investor continues to be interested in working with you, it is worth indicating the benefits that will be received directly by the applicant for support provided by the sponsor - financing, equipment, technical devices, and so on.

In addition, do not forget to stipulate the point of accessibility and benefits of both parties. It is important to understand that all sponsors have their own interests and goals of interaction with other companies, based on what kind of support they provide (services, finance, equipment).

Traditionally, this is manifested by the presence of joint interests with companies that provide sponsorship. In addition, sponsors usually want one thing - to get additional profit from the business idea they invest.

Therefore, when demonstrating a business plan in order to obtain sponsorship, it is worth paying attention to of this project... This is the only way to talk about long-term agreements with them.

conclusions

Based on the above, the conclusion suggests itself that by receiving sponsorship you automatically accept the conditions put forward by the investor. At the same time, in return for the money given to them or other assistance, you will also have to provide him with something in the future.

Perhaps they will be cash dividends, or an advertisement for the brand of a company that acts as an investor. Only understanding this moment will allow you to find a sponsor. Otherwise, most investors will simply refuse you.
And where to find a sponsor, you can find out by reading.

Young companies and entrepreneurs offer more and more every day interesting projects, many of which are quite promising. The main problem that novice businessmen face is the lack of funds for implementation. One way to get financial aid for business development - find a sponsor. How to do it?

The main goals of the sponsorship relationship

It is clear that for a businessman, the main goal of this cooperation is to obtain start-up capital for business development. And what makes the sponsor himself engage in such charity?

Not everyone knows what is together with start-up capital the entrepreneur receives certain obligations, which, of course, must be fulfilled. In most cases, sponsor companies expect a return, usually in the form of a percentage of the profits. In the case of already existing business the sponsor can ask for a part of the shares in return for funds. That is why they are so selective in choosing a business project.

Where to look for investors?

The sponsor can be as individual person and the firm. The first problem that newcomers face is the lack of information about who can be an investor and where to find a sponsor for the business. One of the most common ways is to seek help from organizations that are looking for investors for small and medium-sized businesses at a professional level. These are investment funds, technology parks or business incubators.

Today, various business events dedicated to certain industries are constantly being held. These can be exhibitions, lectures or seminars. This is where potential investors often gather.

It is easy to find many sites on the Internet and social networks business topics. There you can acquaint the audience with your commercial proposals, find a sponsor or, conversely, offer sponsorship services, as well as find business partners. For working together you need to choose from the entire list of investors exactly those who are engaged in a specific profile, and thoroughly study the portfolio of each.

It happens that sponsorship for starting or developing a business is provided by relatives or acquaintances. But in most cases this is possible when it comes to a small amount.

What do I need to get sponsorship?

It is clear that desire alone in order to receive funds is not enough. If you need a sponsor for a business, you need to interest him. That is why a competent business plan is important, in which a potential sponsor will be able to see not only the idea, but the numbers, as well as development prospects.

As a rule, already successful entrepreneurs who are well versed in business act as sponsors. Therefore, the prospects should not be transcendental. It is necessary to use real figures for the estimate and financial plan... To have a clear idea of this issue, you can study the work of several similar enterprises or seek help from a professional economist.

A business plan is half the battle. Now it is necessary for the potential sponsor to agree to take a look at it. To do this, you need to compose commercial proposal able to interest. A concise letter should reflect the main points of the business plan. It is good if it takes up no more than one sheet of printed text.

Investors are not always looked for to open a new company. How to find a sponsor for a business if support is needed for the development or expansion of an existing enterprise? Here you need to focus on everything strengths firms.

The successes that the company has achieved over the period of its existence;
place in the market;
a well-known brand;
customer base and customer reviews;
clear prospects: graphs of increasing profits, increasing sales, successful deals and the number of customers.

Technology has advanced so far that most of the action can be done over the Internet. But it is still better to meet with a potential sponsor in person. Before the meeting, it is necessary to prepare a competent and interesting presentation... It is better for business owners to take with them all the documents proving that this is the business in which it is worth investing. The outcome of the whole process often depends on a personal meeting.

Where sponsors are found, how to hook the interlocutor from the first word and present your project in such a way that the investor wants to invest in it immediately, an economist, a business owner told the website portal Denis Kharlamov.

- Where are sponsors found?

Anyone can find a patron or sponsor, as they are also called in the field of business, financial guardian angels, regardless of their occupation. An athlete, artist, lawyer or entrepreneur - financial patronage is available to anyone today, the main thing here is to interest the sponsor. One of the most common ways is to seek help from organizations that are looking for investors for small and medium-sized businesses at a professional level. These are investment funds, technology parks or business incubators.

To make successful interactions with an investor, first of all, you need to get information about him. Experienced businessmen believe: if you know where to turn for financial support, then 50% of business success is already guaranteed. It is better to look for a sponsor directly at the place of implementation of your own business ideas. In this case, the choice of a sponsor will completely rest with the applicant for financial support.

How to start communication? If a conversation - then how to hook from the first word, if this letter - how to attract attention from the first line?

At first glance, the process of interacting with sponsors is quite simple. To get started, make a written request and make a commercial offer that can interest you. A concise letter should reflect the main points of the business plan. It is good if it takes up no more than one sheet of printed text.

You cannot know for sure how to "hook" a sponsor from the first word, so it is enough to observe business ethics. Address by name and patronymic, do not be familiar, do not use informal vocabulary, smiles, well, that the letter should be written correctly, even saying it is unnecessary. Technology has advanced so much that most of the action can be done over the Internet. But it is still better to meet with a potential sponsor in person. Before the meeting, you need to prepare a competent and interesting presentation. It is better for business owners to take with them all the documents proving that this is the business in which it is worth investing. The outcome of the whole process often depends on a personal meeting.

- How to convince to become a sponsor? What arguments work?

For the person you want to attract as a sponsor, your project is an investment, unless we are talking about patronage. Therefore, it is possible to convince him that this investment will bring profit only with the help of numbers and concrete examples... It is better if you show a certain set of cases that you have successfully implemented with sponsorship money. So you clearly demonstrate the seriousness of your intentions and prove that you already have experience working with the capital raised. Of course, it all depends on the amount of funds you are interested in. If this is a small (by the standards of business people) amount, then a business plan is enough, where you describe in detail what the person will spend and what will eventually receive.

The sponsor must see that you yourself clearly understand what you are talking about and are determined. Simplify his task as much as possible by calculating in advance possible risks and putting it down on paper. This will give you a professional plus in the eyes of the investor you will look like a person who knows how to count money and respects sponsorship finances.

- How long to give« to think» how to remind yourself?

It is not you who give the time, but the person takes a break to weigh everything and think it over. You can start reminding yourself of yourself even the next day, but the obsession has not yet benefited anyone. It would be more correct to set the deadlines directly at the meeting, ask a direct question "when can I contact you?" If you managed to interest a potential sponsor, he will not ignore your calls or avoid meeting.

I am of the opinion that actions speak louder than words. If your dialogue has turned into an endless "tomorrow" or "in the week" or "a little later" - leave the idea of cooperation with this person, there is no need to waste time on empty expectations.

- And how to react to the answer« No» ?

Don't take it personally. Refusal can be taken with dignity and in no case should the sponsor be persuaded to change his mind. Perhaps you made a mistake somewhere, were too persistent, or vice versa - not convincing enough. Or maybe it’s just not your person, and you still wouldn’t succeed. As the saying goes, if one door closes somewhere, another opens somewhere. The word “no” should be an incentive for you to move on, and not a reason to give up. If several people refused you one after another, then it is worth rethinking the very idea of your project, perhaps it is not relevant, not at the right time, has no potential. In any case, do not despair and keep going towards your goal.

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