How can I find a sponsor for starting a business. The financial "guardian angel." How and where to look for sponsors for business? How to get venture capital investment

Instruction manual

Before looking for sponsors, calculate how much money you need for the project. In the event that you assume a small budget, then cooperation with only one potential flow of financing will be quite enough for you. If your project is grandiose in your idea, then take care to create an offer that will be interesting to several sponsors at once.

In both cases, you should be interested in people who can help you implement your idea. In order to do this, you must, at least when presenting your project, comply with the image that you create. Try to offer different sponsors different ideas for implementing your project, this will certainly interest them.

It is necessary to invite an audience to the presentation of your project that, in its parameters, would intersect 90–95% with the audience interested in the sponsor's products. In particular, if you hold an event that will be devoted to expensive and elite varieties of cheese, it will certainly cause interest among their producers. Most importantly, the audience you are counting on as buyers should overlap with the audience the sponsor is counting on.

On the Internet there are a huge number of sponsorship packages that you can use as samples when working on your project. Pay particular attention to the wording of your goals, the clarity and structure of the presentation of the essence of the project and the point in which you will need to clearly state the benefits that the sponsor can get in case of a successful outcome.

There are two types of sponsors. Some have money for investments, but do not have sufficient experience in evaluating projects. They invest money and lose it. Other sponsors place high demands on projects and carefully select them. But if you pass the initial conditions, then with a sponsor like that, they are almost doomed to success. Such people competently control the project and warn you against mistakes. Consider preparing for a meeting with a sponsor of the second type.

Instruction manual

Analyze the result and make adjustments to the plan. In fact, something may go completely different than it seemed. Now you can make a really good plan, because you have experienced all the difficulties.

Create a second growth point. Now things will go differently. Your task is to work out the nuances so that the plan becomes a real step-by-step guide.

Write a business plan based on the numbers received. It's time to make a plan for the sponsor. It will differ from the standard plans drawn up by theorists. After all, you do not take the numbers "from the ceiling". That is what the plan will be attractive to good investors.

Show the plan to a potential sponsor. You can turn to any person with money. If the sponsor of the second type meets, he will not give a “turn-around” because of unreasonable and unproven figures.

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

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

Urgently check your partners!

Do you know that tax inspectors can cling to any suspicious fact about the counterparty? Therefore, it is very important to check those with whom you work. Today, you can get free information about past checks of your partner, and most importantly, get a list of identified violations!

An enterprise entering into a partnership with a sponsor correlates itself with its business image, makes it an advertisement and gives access to its own target audience.

How to find a sponsor for a business is the main issue that worries aspiring entrepreneurs. Due to the lack of information, they do not know who exactly can play this role and how to find the necessary contacts. A popular way to solve problems is by contacting 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 this route, you need to know that it is very important to correctly make a 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 rather tell us more about the final result and the advantages of your project.

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

In business circles, events are very popular, the organization of which is grouped by individual industries - exhibitions, seminars, forums. They can also meet potential sponsors.

The Internet space offers many portals, sites and services on social networks dedicated to business topics. It’s enough to enter queries such as “find a sponsor in Moscow”, “a site to find a sponsor”, etc. The Internet is a convenient meeting place for potential sponsors and partners, where each side provides information about itself and its projects. To find the right sponsor options for your business, find in the list of those who work in your area, read the resume for each of them.

Sometimes money for opening 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 require very large amounts.

When choosing an investor firm, find out if it works as a sponsor for other companies. If she does not have experience in previous work on similar projects, most likely the company is just starting activities in this area and does not have a lot of knowledge and skills in investing.

If you want to be a sponsor

Victor Novochenko, Marketing Director, ZIL Trading House CJSC, Moscow

If you want to be a sponsor, make sure that you will be given the opportunity to work directly with the consumers you are interested in. It is imperative to request information about the target audience from the project organizers and analyze them. If this is not done, the essence of sponsorship may be distorted, and you will waste time and money. For serious business, such miscalculations are unacceptable.

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

Step One: Start Negotiating

If you decide to find a sponsor for starting a business, select the right 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 actively working as sponsors usually have special 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 a product or service to a large new audience of consumers.

To demonstrate transparency of the relationship, give sponsors a full description of 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 provides. The more information you provide, the more trust you receive from sponsors.

It’s a rather difficult situation when you want to find a sponsor for an area in which you yourself don’t have much experience (you are going to produce and sell something you have not encountered before). Future patrons need to show that their participation in the project is guaranteed to be profitable, investing in your project is safe and reasonable, and the advantages in the long term are unconditional. To gain the confidence of sponsors and achieve the desired effect in negotiations, demonstrate confidence in your own abilities and success of the company. Presentation skills and persuasion skills are very useful here.

Step Three: Defense

If you offer the investor cooperation, do not expect him to immediately agree to work together. Your “I want to find a sponsor” will come across a lot of arguments on his part explaining the motives for not wanting to cooperate. It is advisable to analyze the possible reasons for the refusal and think over the explanations, provide possible options for the development of the conversation, calculate what advantages and disadvantages the sponsor will see in your project and use this - in a word, you need to be flexible and agile in negotiations. You will also need excellent oratory skills and equipment.

Step Four: Escort

How can you unobtrusively make sure that the potential sponsor fully considered your cooperation offer , and find out about his further intentions in this direction? Personal meetings will be most effective, rather than formal sending e-mails and phone calls.

What the sponsor pays attention to first of all

Typically, investors do not ask literally about all the details of the project they intend to invest in, but there are several questions that interest most sponsors of small and medium-sized businesses.

Area of \u200b\u200bactivity. Those who want to invest in your company, of course, want to find out what exactly you are doing. Many sponsors have great intuition and are able to quickly understand how successful investing in a certain area will be. Therefore, you should pay attention to the possibilities of the niche in which you plan to work.

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

Deadlines for obtaining a net profit. Obviously, sponsors want to pay back their investments as early as possible. Rare of them will agree to finance an event that will only be profitable after a few years. Therefore, you should hurry up with getting the first income from your project.

Why do you need a sponsor too?

The sponsor needs you to:

1) Form a positive public opinion. If you are considering how to find a sponsor and what benefits of your cooperation should be identified in negotiations with him, give the following argument: by agreeing to participate in sponsorship activities, the sponsor company will demonstrate to the audience that it is interested in social issues and solving public problems, organizing events, city events .

2) To advertise their goods 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? Inform that well-organized advertising can lead participants to favor the goods and services of the event sponsor. Another argument: sponsorship allows a wide 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 the social sphere. This can be done through sponsorship of social events.

5) To establish communications. You can find a sponsor by telling a potential patron about the benefits of sponsorship in various events to create a positive image of the company at all levels - from local to international. External communications at the same time contribute to establishing contacts with the public, government services, partners and customers.

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 an investor, on the other, they reflect the advantages for him. To increase the chances of success, make a high-quality presentation folder - this will be your "visiting card" in the procedure for finding sponsors.

The contract should clearly indicate the goals for which the funds will go. It is necessary to stipulate the possibility of force majeure and to provide guarantees of a refund for such cases. This is especially true for holding any social events for which it is required 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 an intermediary.

What is included in the sponsorship package:

The name of the project for which sponsorship is required;

The list of those who are the organizer and initiator of the project;

Description of project support;

General description of the project;

Program description (includes a scenario, list of activities, plan);

Budget and calculation of necessary funds;

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

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

The standard form of the contract.

What is included in the presentation folder:

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

Copy of certificate of state registration;

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

Right about the activities of the enterprise;

List of enterprises and individuals supporting the company;

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

Photos of events held by your company;

Information about the company management and key employees.

We use sponsors who will help in associating the brand with family values

Irina Pankratova, Head of the representative office of CJSC Yoshkar-Ola Meat Processing Plant in the Republic of Tatarstan, Kazan

The company's marketing tactics are aimed at attracting attention to the Yola trademark. Positioning ourselves as a manufacturer of delicious products of excellent quality, we expect customers to associate the brand with family values, well-being, healthy children. Therefore, we welcome organizers who are considering the issue of where to find a sponsor for their sports, youth parties and other events that advocate support for children's and family health and sports. In addition, the company finances projects in support of family values \u200b\u200band traditions, for example, the traditional “Plow Day” (Tatarstan). A few more actions are sponsorship of the Russian Aerobics Championship and the Youth Fashion Theater. Finally, the plant was the sponsor of the Miss Yola nomination at the beauty contest.

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

Remember that any type of sponsorship is beneficial for your finances. During negotiations regarding the conditions of sponsorship of the project, if you are conducting them on behalf of your company, make sure that you can contact your own manager before final approval of the conditions. In addition, you must have legal facts proving that the sponsor has agreed to finance your project. As a guarantee of partnerships, it is better to require ½ funding before an event or project is held that the sponsor agreed to pay.

Information about the author and company

Vera Ivanova, general director of the company "May bug", Perm. Advertising group "May bug". Field of activity: development of advertising 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 the advertising agencies of the Perm Territory (according to the company's own estimates), winner of the Yellow Tomato advertising festival.

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

Irina Zenina, Head of Marketing and Advertising, Pelican-Auto, Moscow. The Pelican-Auto company is an official dealer of Nissan and Skoda brands. Main activities: automobile and spare part trade, car repair services. Every month, the company sells more than 400 cars of both brands, on average, more than three thousand car owners come to Pelican Auto for servicing per month. The company employs more than 500 employees.

Victor Novochenko, Marketing Director, ZIL Trading House CJSC, Moscow. AMO "ZIL" produces trucks and cars, buses. Over 90 years of operation, ZIL contributed to the creation of about ten independent plants. Today the holding includes: the parent plant in Moscow (more than 13 thousand employees), Mosavtest, PenZa (Penza), PZA (Petrovsk), RAAZ (Yaroslavl), RPAA (Ryazan), SAAZ (Smolensk), a trading house “ZIL”, “Centrolite” (Kashira).

Lack of funds should not become an obstacle to organizing your own business. If you have full confidence that the business will “go” and will bring consistently high incomes in the future, you should try to find an investor who will invest the necessary amount of money in the development of activities. You can place an ad “I am looking for a sponsor for business” and wait for feedback from interested financial companies. But the process will accelerate significantly if you start an active search. Finding sources of financial investments for starting a business is not as difficult as it might seem. The main thing is to know the main nuances of such transactions, since there are also many scammers in this area.

Where to find a sponsor?

An investor can be an entire company or an individual. It’s very difficult to say which option is better. Since a lot depends on the specifics of the business being opened and the required initial capital.
In order not to waste your time deciding where to find a sponsor for starting a business, you can entrust this business to a specialized company that provides similar services. These are technology parks, investment funds, business incubators. If this option is unacceptable, you should start attending various events that focus on business topics. Such today are held in many regions of the country.

See the ad, be sure to go:

lectures and seminars,
professional exhibitions and presentations.

At business events there are always representatives of at least several companies that can become a business sponsor. Here it is quite possible to present your project in absentia, thereby trying to interest investors. Who knows - maybe they will invite a novice entrepreneur to their office for further discussion of the issue.

Having started the search for an interested investor, do not discount the Internet. Register on forums and special sites. Here, the sponsors themselves often publish their proposals for cooperation, and entrepreneurs create their personal accounts with a description of the project requiring cash injections.

How to choose a reliable sponsor?

It is better to start the search for sponsors for small businesses in your region, since remoteness from an investor can cause some difficulties in developing a business. And you should not happily accept the first offer from the investment company - you should approach the matter with great care. What are the rules to consider here?

It’s great if the sponsor of the business is the person or company who is well versed in business processes. Checking this is quite difficult, but you can take into account the duration and success of the company in the market.

When you see the announcement “I will become a sponsor for business”, it is worth asking the investor if he has worked with any investment projects - if so, with which ones. The experience of a business partner in investing can serve well in the process of establishing a business.

It would be nice to collaborate with a large company that has extensive developed relations in the market.

Many large companies in the state have specialists who are engaged in investments. Most likely, they will have to conduct negotiations with them. But at least at the final stage of negotiations should meet with the director.

Of course, even a great investor experience will not guarantee 100% success of the planned business. And here you need to understand that money is given for a reason - they, as in the case of a bank loan, will need to be returned!

How to interest a sponsor?

Already at all specialized sites have placed an ad "I am looking for a sponsor to open my business"? Excellent! But one desire to receive the necessary funds will be clearly not enough. I act as investors who are well versed in business, and they will never be inspired by an idea whose prospects are not confirmed by numbers. And that means we are preparing a clear business plan for presentations.

A business plan is already half the battle. And only by submitting your project to the sponsor, you can enlist his support. A well-designed business plan, an attractive video presentation - that’s what you need to negotiate with the investor.

Private sponsors for starting and developing a business must pay attention to the following points of a business plan:

Costs of starting a business, confirmed by estimates.
Those are the prospects that both the entrepreneur and the investor get in the end.
Terms of cooperation (investor interest, its share of shares in the company).

At the stage of negotiations, some points of the project can be adjusted. As a rule, this concerns the terms of cooperation. Most investors are enterprising people, and therefore, they will never miss their profit.

Knowing how to find a sponsor for a business, you can quickly find the funds needed to start a business. But alluring prospects should not be dizzy - at all stages of the transaction you need to carefully study all the documents. This is especially true for large businesses, which are planned to be launched. The numbers in the cooperation agreement will be impressive, and therefore, everything should be double-checked.

If you urgently need a sponsor to start a business in Russia, and there is no time to understand the legal nuances, it is better to invite a lawyer to consult - at least at the time of signing the contract. And this is very important, because very often practice when unscrupulous investors then "take" the business from the entrepreneur - and all because of the very nuances that went unnoticed when concluding a cooperation agreement. And then you can’t prove anything in court, because the document itself is perfectly composed.

Opening a business often requires outside capital. Most start-up entrepreneurs think about how to find a sponsor - to create a profitable and promising business and, at the same time, minimize the influence of a wealthy investor on the activities of the new company.

The search for material assistance is also necessary for work in the field of charity - the organization of a sports team, kindergarten, foundation, or the development of other non-profit activities. To search for investment capital, you need to file an application with a bank or a credit institution, or try to find someone who wants to invest their free capital in a profitable business.

In order to find an investor who will invest in your new business project, it is necessary, first of all, to prepare a detailed business plan - with market analysis, organizational plan, selection of a staff team, calculation of technical and economic indicators, risk assessments, etc. Such a document can be prepared independently or resorted to the help of specialists. You can attract money to any type of business - wholesale or retail trade, manufacturing, travel, organizing sporting events, opening a food establishment, private kindergarten, beauty salon or mini-hotel, etc.

When looking for financial assistance, you need to consider such features:

The amount needed is capital. The larger the amount of start-up investments that will need to be attracted, the higher the requirements of a potential sponsor (team of sponsors) for a business project in which money will be invested. To create a company in the field of services (travel and tourism, development of design or marketing campaigns, accounting and many others), it will take 10-15 000 cu For the organization of a trading business, costs can vary from 25,000 cu, at the opening of production it may take from 100,000 to several million cu
Availability of collateral. Such an object may be real estate, a vehicle, other assets of the borrower. In most banks and other financial institutions, a loan for business development is issued only if there is a developed business project and the subject of material support. When issuing a loan for the organization of commercial activities in the provision of services - the organization of travel, the provision of sports services or sponsoring a team of business trainers - the existence of a collateral becomes especially significant.
Profitability of the project. The higher the size of the planned profit, the more interesting the proposed business plan for the sponsor. When calculating the feasibility study of the project, several indicators of the planned profit must be taken into account - optimistic, real and pessimistic.

How to find a sponsor for business - search events:

Filing an application with a bank or credit organization. In order for a financial organization to consider your application, it is necessary to conduct market analysis activities, as well as develop a business project - according to the template that this institution requires.
Posting information that you are looking for a wealthy investor in local business associations and business associations. Very often in such teams there are many people who are looking for where you can invest money to make a profit. To get the help of such investors, you will also need to provide a feasibility study for the project. Such business associations exist in every major city.
Visiting investment and business forums. Information on such events can be searched for online or at specialized online forums.
Contacting venture capital companies. Such applications should be submitted only if you want to bring to the market an innovative product that has no analogues on the market. New technologies that you want to bring to the market with the help of a venture company must be patented - this way you can prove your authorship and increase the trust of potential sponsors.
If you are thinking where to find a sponsor, you can also place your ad in business publications (print or electronic) aimed at investors, TOP managers or business owners.

Benefits of starting a business with borrowed funds

There are several advantages to starting a business with borrowed capital:

The ability to organize medium or large businesses. For example, in order to organize an industrial enterprise, a transport company, a retail or entertainment network, you need help - attracting large capital. Often, the entrepreneur’s own funds are sufficient only to organize a company in the services sector (travel agency, advertising agency, legal or accounting services, etc.), and significant investments will be required to create a production company or distribution network.
The combination of monetary assets, knowledge and relationships of team members, which allows to increase the competitiveness of the new company.

How to find a sponsor for a charity project

In order to implement a charity project, you need a sponsor, a wealthy businessman, the owner of a large company or politician who plans to run for local government in the near future. Such business ideas include various non-profit events - the organization of a teenage soccer team or other sport; patronage of the kindergarten - fundraising for the purchase of clothes, gifts and travel permits; organization of free sports clubs and sections; free counseling center to help disadvantaged people, etc.

In order to convince a person to invest in your nonprofit project, you need to think through the arguments and benefits that he will receive from the investment (intangible). These benefits include increasing the reputation and increasing the popularity of the company or individual. Often events such as supporting charity projects and helping people allow the company to focus on its social focus, which as a result allows you to attract new customers, partners and ultimately increase the company's profit and the value of its assets. Participation in charity and sports projects also helps to enhance the team spirit of the company.

How to calculate the cost of opening a project

If you need a sponsor for organizing a business, the first thing you need to do is prepare a business plan - a detailed document describing the essence of the activity, organization measures, production and organizational plan, staff team selection, business case, etc. For a non-profit event, you also need to draw up a document with a description concepts, basic organizational measures, costs of opening and development.

When calculating a business plan for commercial activities, you need to provide the future rich investor with data such as:

primary costs (purchase of premises and equipment, software products, cost of registration of a legal entity, etc.);
monthly income and expenses (sales plan, salary costs, procurement of raw materials, promotional events, etc.);
average profitability (calculated as the arithmetic average for all items in the product range or services);
project payback period.

In order to increase the attractiveness of the proposal for the investor, it is necessary to provide a section with a risk assessment for the project, as well as a development plan for this area (with economic calculations).

Lecturer-expert of applied socio-economic programs of the Training Center "Specialist" at MSTU. N.E. Bauman

Any non-profit project or organization is interested in the question: how to find a sponsor? In order to answer it you need to understand why sponsors give money. As soon as we understand the goals and objectives of the sponsor, we will be able to outline a circle of potential sponsors: the interests of which our project can satisfy. So, why do sponsors give money, what tasks do sponsors solve at the expense of sponsored objects.

How to find a sponsor and why they give money

reference

In the photo, pupils of the social rehabilitation center of the Peschanokopsky district of the Rostov region. With financial support from sponsors, children attend the Rostov Philharmonic, the Ice Show, the Octopus Waterpark, the zoo and other events. The picture was taken against the backdrop of the banner sponsor "Pure Vision", a trademark of contact lenses. Unfortunately, the information on the Center’s website is not dated and it is difficult to analyze the reasons for sponsorship. At the same time, on the official website of the lens manufacturer, I managed to find out that, in the framework of corporate social responsibility, the company provides financial support to medical communities and participates in the policy of improving the regions where Bausch & Lomb has major financial transactions. It is likely that sponsoring the events of the Social Rehabilitation Center in the Rostov Region was carried out as part of the solution of the following marketing tasks: stimulating demand and expanding the sales market.

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