Top best sites and secrets of free advertising on the Internet. How to build and promote a successful Internet project Advertising on the Internet - characteristic features and its differences from traditional advertising

Small companies do not always have enough money in their budget for promotional activities. It happens that only free advertising on the Internet can help them. It can bring good results. And for this you do not have to spend six-figure sums to promote a small own project. There are different ways to advertise online without spending money from your budget. Results may appear immediately.

Today it is no longer relevant to advertise your product on television or in the press. For many people, television and newspapers are replaced by the Internet. They have to be online for days. If ads constantly flicker in front of them, they will definitely pay attention to it, especially since the system automatically selects exactly those ads that the user is interested in.

1. Private;
2. Commercial.

The first type is chosen by ordinary users who are not engaged in commerce. They advertise in order to sell an apartment. There are no special requirements for their advertising. It happens that people have some professional skills in marketing field. Then they quickly get the proper effect after placing their ads.

The second option is used in order to sell some product or service and get income from it. commercial advertising created not only for the purpose of advertising a product. This type of advertising teaches people about life. It forces a person to buy this or that product, to wear certain things.

Sea of ​​possibilities: everyone uses

1. mixed;
2. Text;
3. Graphic.

AT article directories post texts with links to them. Such sites cover a small audience. Articles here are placed useful and informative, so that the information posted in them can be copied for other sites. Thus, the promotion of your product begins.

Using blogs and diaries. Blogs are used to promote unique products and services.

There are multiplayer free platforms LiveInternet.ru, Blogger.com, LiveJournal. This is where stories about the product and its benefits are posted.

In reviews you can present a positive review of the advertised product or service and write your personal opinion about them.

To promote your company, you need to publish on news portals and mass media databases. Many journalists see the information, and if it is valuable, they distribute it on the Internet. Only the news must be correctly presented to attract the attention of journalists.

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The question of whether there is free advertising on the Internet is of interest to a huge number of entrepreneurs. If the business owner has money, then there will be no problems with advertising. Much more important are low-budget advertising methods when finances are limited. Given the close attention to this topic, we will describe it in this article in detail.

Free advertising on the Internet - myth or reality?

Having begun its existence in the 1990s and continuing to develop in the 2000s, online advertising is considered the youngest direction of marketing in general. It was only in the current decade that this way of promotion began to be taken seriously, seeing significant potential in it.

After all, you see, the Internet has firmly entered our lives. There is not a single area of ​​activity in which the capabilities of the World Wide Web would not be used (especially for large cities).

At the beginning of its development, advertising on the Internet was used by a few enterprising businessmen who easily achieved success in promoting in the virtual space. Now the possibilities and tools marketing communication on the Web is much wider and more accessible, but at the same time, competition is higher.

Advertising can be both paid and free. But in any of these options you need to invest something. If in paid promotion methods we invest money by hiring specialists, then for free advertising on the Internet we waste our time.

Today the market is replete with specialized agencies providing manufacturing services. quality advertising online. All of them use many methods and tools for this, some of which are not available for free use.

Effective advertising on the Internet is presented in graphic, text, animation, as well as audio and video formats. But the greatest efficiency is achieved with the competent combination of all the above options, paid or free of charge.

As we have already mentioned, to give free advertising on the Internet, you need to spend your own time. And time is the most valuable human resource, eventually converted into money. Therefore, we can say that there are no absolutely free and no investment methods of advertising.

However, when we talk about free, we mean exactly the absence of financial investments, and from this point of view effective advertising services on the Internet for free is quite feasible. Moreover, many successful entrepreneurs started an advertising campaign on the Web with an empty wallet. Obviously, such projects have clear advantages:

• free at the start is the most significant factor in business;

• advertising on the Internet, today's most progressive environment for finding customers.

At the start of a business, all the more you should not worry about paid advertising, because often it has a completely opposite effect on the Internet audience - it rejects the product with its obsession.

Today's consumer clearly understands that the cost of a product already includes the cost of advertising it, and he is unlikely to want to overpay for this product. It is much easier to find the same or a similar product on numerous services free ads online.

Another thing is when a business becomes really large and it becomes unworthy to save on advertising. In this case, it is better to entrust this part of Internet marketing to specialists. Saving on advertising is advisable for start-up entrepreneurs who actively use the opportunities of the Network for the free promotion of goods and services.

13 options where to advertise on the Internet for free

On free classifieds boards

Free bulletin boards are still very popular among all categories of Internet users. There are a huge number of such sites on the Web today.

However, you should carefully choose a board for placing free advertising, since most of them are overloaded with spam and are not in high demand among potential customers. Therefore, when choosing a free board on the Internet, you need to evaluate its actual attendance and the quality of the ads placed.

Only a few message boards are known to users, whose Internet address is known to everyone. Most free sites are accessed through search engines. To search for a high-quality and proven board in a search engine, you need to specifically indicate the goods and services that you are going to promote.

The resources received in the issue will be suitable for free advertising, since this is how your potential customers will find these resources on the Internet.

Among the popular free classifieds boards that visitors go directly to are Avito, Yula, From Hand to Hand.

On sites aggregating goods and services

This method of placing free advertising on the Internet is somewhat similar to the previous one, with the difference that your goods or services will be placed as in an online store with attached photos, prices and all related information. In addition, you will have the opportunity to publish news.

Among the popular resources, we highlight tiu.ru, pulscen.ru, etc.

Naturally, such aggregators, being initially free, want to make additional profit, so they often impose any paid services. You can use them if you are going to be placed on the Internet only on one aggregator.

But it is more rational to work with several resources, making the most of their free features. Saved money is better to invest in your own website.

There are many aggregators, as well as free classifieds boards, on the Internet, and the principle of selection for placing free advertising in this case is exactly the same: look for products and services from your niche in the search engine and select the resources that are most suitable for you from 50 results.

Forums

As a rule, forum owners and moderators do not want to see free advertising on their portals and in every possible way oppose its publication. Therefore, randomly registering on all the forums found on the Internet and posting advertising posts there is a bad idea.

Your messages will most likely be deleted, and you risk being perceived by visitors and forum administrators as a malicious spammer. A more thoughtful strategy is needed here.

First of all, you need to find the largest thematic forums on the Internet, as well as local city and regional portals, and register on each of them. You need to carefully read the rules of conduct on these forums, published messages, gradually getting involved in free communication with users.

Having delved into the atmosphere of the forum, you can start implicitly advertising your products or services, trying not to break the rules. In some cases, it is worth agreeing with the forum administration on placing a free advertising post in a specially designated section, where you, as an expert, will also answer questions of interest to visitors on your topic.

You can choose forums and portals on the Internet both by their attendance and popularity, and by the position in the search engine results obtained as a result of a thematic query.

Q&A services

You can easily leave free advertising by providing a detailed and competent answer to an urgent question on a topic that intersects with your niche. If such a message really solves the problem of Internet users, no one will delete it, even if the text contains advertising.

Among the popular resources are the well-known "Questions and Answers" from Google and from Mail.ru

In "Youtube"

With a YouTube account, you are free to show both informational videos and promotional videos on your channel. You can post your video content on YouTube, and on any less popular video hosting on the Internet.

Here it is important to correctly write a description for your videos, because it is on it that visitors will find your free advertising. Movie descriptions are also taken into account by search engines, so videos will appear in search results for relevant queries.

You must make as many detailed description- this can greatly affect the position of your video in the search results and even move it to the top positions for a while.

As for the content, its subject should be really in demand by the target audience. All kinds of reviews of any products, services and games are very popular on the Internet today. At the end of the message, you can unobtrusively recommend your products and services by leaving a link to your site in the description.

In social networks

For free advertising in social networks, you can use both your personal page and a specially created group or public page. There you can also post interesting and useful posts on your topics, from time to time inserting free advertising.

Invite friends to your pages, recommend them to friends of your friends, in a word, actively fill the sites with live subscribers. Do not forget to ask to like the most liked articles, to repost them - this way you will attract even more visitors.

In gratitude to the most active Internet users, you can make some kind of gift or provide a good discount on your product.

On the maps

• "Yandex maps"

This not entirely obvious, but effective way of free advertising on the Internet is not known to everyone.

Its essence is that many visitors to popular search engines use not the main issue, but the search results on the map. This is especially true for smartphone users with enabled geolocation, which allows them to find the required points of sale in the immediate vicinity.

First of all, you need to add your organization to the Yandex map. It is not difficult to do this - you just need to register with Yandex and follow detailed instructions. Placement of the company on the Yandex map allows you to specify a link to the site on the Internet, opening hours, description of activities and other relevant information there.

Adding an organization to the Yandex map is free, but there are also paid options that allow you to distinguish your location from competitors. However, these services are quite expensive today and you should not spend money on them right away.

It is also extremely important here that a well-formed accompanying text is provided with keywords and phrases that potential customers can use to find you. That is, the description should include not only the field of activity, but also the specific names and brands with which you are dealing, since it is by the names that the visitor searches for the product of interest on the Internet.

• Cards Google

Working with Google maps is similar. First, you need to find the corresponding link on the search engine maps page and then follow the instructions of the system. The advantage of Google maps is that they are used by default by Android devices, one of the two most popular mobile systems.

In the 2GIS directory

This directory is constantly expanding the geography of its presence, its popularity on the Internet only grows over time.

Basically, 2GIS is used by firms and entrepreneurs. If your field of activity is related to the provision of services for legal entities, you should take advantage of the opportunity to list your company in this directory for free.

In subject directories

Once on the Internet, thematic directories were very popular and were serious competitors to search engines. Their former fame faded over time, today more modern and technologically advanced advertising channels are in the foreground, but you should not completely discount catalogs.

Pay attention to free thematic catalogs that are actively used by a strictly targeted audience. Try to find on the Internet sites not only on your subject, but also related. You will most likely find a small number of directories with free advertising.

In comments

Among all the sites in the search results, blogs and sites with the ability to leave comments often come across. They can also be used for free online advertising.

From the issue, you should choose thematic resources not lower than the 10th line. Next, you just need to leave a comment on a popular article or post and unobtrusively advertise a product or service.

Pay attention to famous bloggers on your topic. Leave a couple of meaningful comments on multiple posts.

Popular blogging platforms include LiveJournal and liveinternet. You can also use local blogs known in your city. They will be able to attract potential customers from the region.

On city and regional portals

All important information for each major city is usually concentrated on the city forum or portal. Most of them have sections specifically designed for free advertising.

There are many examples of such forums on the Internet, you should find the main portal specifically for your city or for the nearest major locality. This is where a significant portion of your target audience lives.

On the partner site

When your business has already acquired a stable client base, you can negotiate with another company in the same niche as you for mutual advertising. This is a simple but very effective free way to attract additional buyers - you acquire your partner's clients, and the partner receives, in turn, part of your customers.

There are a lot of ways to implement mutual PR, the simplest of which is the placement of free advertising on each other's Internet pages. A more complex option is to provide the client with a significant discount on the product or service of the partner company after he has purchased something from you.

Through special services

It's about free trial versions initially paid promotional products provided by advertising companies and mobile applications.

For example, some resources provide an opportunity for free, but limited use of their mailing service or service for publishing landing pages on the Internet. Webinar demos are also available to promote your products or services.

To get started, you need to register in the appropriate service, choose the appropriate package, limited, for example, to a 30-day free period. At the same time, it is important to familiarize yourself with the user agreement, which comes into force after registration.

How to make free advertising on the Internet: step by step instructions

How else can you advertise online for free

3 Common Mistakes of Free Online Advertising

Mistake #1. Completion of work on advertising immediately after its launch.

Be sure to evaluate the effectiveness of the methods of advertising on the Internet - this will save a lot of time and effort in the future. Using several sites for advertising on the Internet for free, track views and link clicks.

In addition, it is worth asking existing customers how they found your company and how they would rate the advertisements by which they found you. Asking customers directly about this is another way to improve the effectiveness of free advertising on the Internet.

Mistake #2. Incomplete or redundant information in an advertisement.

You need to find the optimal balance between brevity and conciseness, on the one hand, and sufficient information content, on the other. Finding such a balance can be very difficult, and this is evidenced by the frequency of making this mistake by advertisers.

You can avoid it by contacting the service of professional copywriters, however, the free of charge of such advertising on the Internet is no longer out of the question - good text costs good money. How can you save money in this case?

Here are some tips:

1. Eliminate the commanding tone from your ads, use soft motivation.
2. List plain language all the advantages of your offer that your competitors do not have.
3. Use more numbers that clearly display facts.
4. First, inform the client about discounts and promotions.
5. Do not force the client to look for your contact information, it should be displayed in one place and in full.
6. The text of the ad should be easy to read, and the design should be attractive and not repulsive.

Mistake #3. Use of famous successful people in free advertising.

Many people may find it attractive to depict celebrities or mention them in the text of a free ad.

In addition, the use of other people's images is fraught with copyright infringement, which entails certain consequences.

Almost free advertising on the Internet and without registration

We figured out how to place free advertising on the Internet. It is clear that the effect of such methods will be much more modest than the results of activities on paid basis. Therefore, it is worth looking for a compromise between conditional free, stable efficiency and manageability.

There are such options, and although they cost money, the cost of advertising in any case will be much lower than the cost of professional services. advertising agencies. Many newcomers to business start their own advertising campaigns thanks to these methods.

• Landing page + YAN/KMS.

Everyone knows contextual advertising. Despite its flexibility and customization, this advertising channel will require significant investment to achieve tangible results. Therefore, it is better to pay attention to the connection between the Yandex advertising network and the Google Display Network.

Clients received through these networks are several times cheaper, and you will have to pay for clicks on an advertising link, and not for views by the target audience.

The bottom line is this. Through these search engines, advertising is launched on the Internet, which will be shown on thousands of partner sites of Google and Yandex. These include popular social networks - VKontakte and Odnoklassniki.

By correctly linking a selling one-page site (landing page) to customized advertising in advertising networks, you can achieve truly impressive results.

You can create your own blog, fill it with interesting articles and promote them in search engines using SEO methods. The cost of each visitor as a result will be mere pennies. But keep in mind that using SEO tools requires certain skills, and learning the basics of search engine optimization costs money.

To promote a blog with articles, you must properly optimize the site. The total cost of this method is not particularly significant and, if used correctly, will soon pay off.

We have analyzed all the main ways of advertising on the Internet. The main thing you need to understand is that there is no absolutely free advertising. In each method, you must invest something - either money, or personal time, or the labor of the involved employees (for which they need to be paid).

The first task is to understand what you are willing to sacrifice. This stage sometimes takes a lot of time, but it is better to decide in advance than to overpay for mistakes made later.

If you are an experienced businessman, then free advertising on the Internet will obviously not be for you. It is better to use low-budget, but paid advertising tools.

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It took radio 38 years to reach 50 million people, TV 13. Facebook gained 200 million users in less than a year.

More than 82% of Internet users have accounts in in social networks and sit in them for (at least) two hours a day. Russia ranks first in Europe in terms of the popularity of social networks.

There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote a project through social networks, then get acquainted with four effective ways promotion.

Content is the main promotion factor

Any SMM specialist will confirm that promotion tools are useless without quality content. If the page of your brand is boring, you should not count on the growth of the audience and its loyalty.

Three ingredients of good content:

1. Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between the company's blog and its page on the social network.
2. Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, two or three updates will be enough for people from the business environment, and this is clearly not enough for the beauty community. It is necessary to adhere to the chosen content strategy, regardless of the number of subscribers.
3. Virality. Publications should be lively, causing an emotional response in the form of a burning desire to tell friends about them. Avoid overt promotional posts.

Facebook in Russia- "social sphere is not for everyone." It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complicated interface”, but in their area of ​​interest are gadgets, the Internet, travel, education, books and business in all its manifestations. They willingly like and share materials on these topics, as well as motivating articles that set you up for positive. Most of active Facebook audiences enjoys mobile application- posts are recommended to be illustrated with pictures sized 800 × 600.

"In contact with"- the largest social network of Runet (more than 230 million registered users). Her audience is younger; the focus of users' interests is mainly entertainment (communication, games, music, films, etc.). VK users do not like text content (it is desirable that the length of the post does not exceed 500 characters), but they love photos and videos.

Among photo hosting sites in Russia, the most popular Instagram. At the same time, while maintaining a brand page on Instagram, it is recommended to adhere to a single style in design (use not only standard filters, but also third-party photo editors), as well as place objects in the photo on 2/3 of the screen (this makes the picture visually more attractive).

Targeting

The possibility of placing targeted advertising is available in almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising in social networks is more suitable for the B2C sector. However, there are companies in B2B that effectively solve business problems through targeted advertising.

Some types of targeting:

• Geographical (geotargeting) - displaying advertising to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki, Moscow Region. Your targeted ad will be displayed to the residents of this city.
• Socio-demographic - showing ads based on gender, age, marital status, and others social criteria. Thus, advertising for children's goods and household goods is recommended to be placed on the pages of married women over 25, and advertising for an art store - on the pages of designers, architects, decorators.
• Contextual - displaying ads in accordance with the interests of the user. Membership in groups such as "Fashion", Fashion, "Shopping", etc. clearly demonstrates the interests of the user. He will be interested in relevant advertising.
• Behavioral - displaying ads depending on specific user actions (travel routes, favorite places, frequent search terms etc.). Let's say a person is fond of Latin American dances, goes to a salsa club, looks for relevant videos - it is likely that he will be attracted by an advertisement for a last-minute tour to Cuba.

Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, it is necessary to analyze target audience brand. Second, create an ad.

Community advertising

Advertising in communities (in the professional language of SMMs - sowing) is the purchase of posting or reposting in popular communities. In the first case (buying a post), the advertiser's goal is to increase traffic on the company's website; in the second (buying a repost) - attracting users to a company group on a social network. At the same time, the more subscribers the community in which you buy a post has, the more expensive the advertising campaign will cost.

You can negotiate directly with community owners or use the services of a special exchange. In 2013, the VKontakte social network (an office for an advertiser) opened one. Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for a day.

Professional promotion in social media

It refers to services that provide paid services for promotion in social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These conditionally include Plibber. Why conditionally? Because the possibilities of this service are much wider.

• register;
• decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize an outrageous advertising campaign);
• prepare an advertising post;
• select the most suitable sites from the target audience and start sowing.

After preliminary moderation, your task will be available, and you can start attracting fans of your brand.

How to get organic loyal traffic? With this question, which is of interest to all advertisers, we turned to the founder of the Plibber project, Oleg Ratunin.

Oleg Ratunin

CEO and ideological inspirer Plibber.ru. Knows everything about social media and even more.

To attract potential fans to your brand, you should:

• use quizzes (quizzes), infographics, illustrations, viral videos, promotional games, etc.;
• place a link within the visible zone of the announcement of the post (first-second lines);
• embed a call to action in the content;
• add provocative poll;
• work with the associative content format and its adaptation to the brand;
• launch creative, vibrant and unique contests.

If you've managed to find the content your audience is craving, you can count on over 600 clicks per post.

Also, do not forget to analyze the communication of large brands with their subscribers, now a good result is being detected in the community

Good afternoon, dear readers of the HeatherBeaver business magazine! The founders of the site Vitaly Tsyganok and Alexander Berezhnov are with you.

We will also talk about the history of online advertising, the rules for placing advertising content on websites, ways to increase the effectiveness of advertising with practical advice and real life examples.

1. Advertising on the Internet is a new trend of the 21st century

Any commercial project needs to be promoted and expanded. Today, almost all companies and organizations have their own representation on the Web in the form of a resource, blog, page in social networks.

However, the creation of a website and even filling it with relevant content does not guarantee an automatic increase in sales and growth in the popularity of a commercial project. About that, we have already talked about in one of the previous articles.

It is necessary not only to be present on the network, but also to place competent advertising on the Internet, as well as spend money or time on promotion, promotion and increase in site conversion.

Advertising on the Internet (the English term " Internet Advertising» ) is a relatively new phenomenon, just like the World Wide Web itself. Even 15-20 years ago, of all types of advertising on the Internet, users and advertisers were familiar with only one option - mailing list spam.

Today there are dozens of types of advertising on the World Wide Web. There is free online advertising, paid (professional) advertising on websites, social networks. There are Internet advertising agencies that use the latest technological advances in their activities.

This market began to form in the mid-90s of the last century, but until the early 2000s, the worldwide network was not considered by advertisers as a priority advertising platform, although the most advanced companies already practiced promoting goods and services on the Internet as an auxiliary channel for implementing their marketing campaigns.

The rapid development of the World Wide Web has led to a change economic policy. Since the mid-2000s, the Internet has become the main channel of influence on consumers .

This fact is due to the following circumstances:

• the steady growth of Internet users and the increase in their time spent online;
• development of wireless communication technologies;
• advent of mobile Internet;
• the development of the Internet economy and the spread of trade through the World Wide Web;
• the emergence and development of technical platforms for managing online advertising.

In addition, there have been new analytical systems, which allow you to quickly and accurately measure the effectiveness of advertising on the Internet.

The basic principles of online advertising are similar to those in traditional media. The fundamental difference is that in the network space, consumers are almost always required to actively participate - advertising starts working when the user performs some action.

Typically, such an action is a “click”, following a link, registering on a specific site, or other types of activity.

Most promising direction marketing in the network - targeted advertising: attracting the target (targeted) audience with the help of narrowly targeted advertisements, banners, videos.

Exists a large number of forms of transmission of commercial messages - advertising in the browser, pop-ups, aggressive teaser advertising, advertising in Google, YAN - Yandex advertising network - contextual advertising hidden inside the arrays of information, banner advertising.

To promote your own project from scratch, without experience, and not to fill cones at the same time, only brilliant or very lucky people can do it. However, the majority will have to step on all possible rakes scattered along the road to success. It is quite possible to reduce risks - for this you need to listen to the advice of people who have passed this path, and correctly apply them in practice. Maxim Spiridonov, head of the Reiber production center, is an expert who professionally gives advice on promoting web projects. At his lecture for students of the specialization "Management in the field of Internet technologies", the specialist consistently described the main steps to promote a successful Internet project.

First, Maxim Spiridonov spoke about his attitude to Internet projects with embedded Web technology 2.0.

“There is no difference between Web 1.0 and Web 2.0. At least from a business standpoint. From this point of view, there are only successful and unsuccessful projects. Over the past few years, the Web 2.0 fascination has been sweeping young people, especially web developers, who have seen new projects sell for millions of dollars. As a result, they strive to build something that would carry the signs of Web 2.0 and then, in their opinion, everything will work out. I saw in my memory 50-70 similar sites - with a decent design, but not working from a business point of view. The creators simply did not take into account that an Internet project should be treated like a business - plan, track, find and invest money. Here, as in acting, knowing the plasticity, the actions of the character, you need to go on stage and forget it. Know the technological basics in development, but treat the site as a commercial project.

Any project must begin with the definition of a viable and competitive idea that would bring profit. The head of the production center "Royber" gave a number of tips on how to find such an idea.

“It’s worth starting with market research and finding a niche for your project.

Let's say you want to build a project, but you don't know where to start yet. First of all, think about the fact that you know what experience you have. As elsewhere, in Web technologies it is better to do what you know and what you know more about than an amateur.
We need to build a business, not trade air.
The idea must be from a well-known area, or you can take a competent consultant you trust.
It so happened that in the development of the Internet we are 2-3 years behind Europe, and 3-5 years behind the USA. Thus, you can try to see how your idea was implemented in Europe and the USA. That is, you get a kind of time machine - you can see what will happen to your project in the future.
Considering all the factors that have been named, you can choose the final version of the idea.

“First of all, we prepare the concept of the project - a concise version of the description of the idea, audience, prospects, development paths, etc. When the concept is ready and there is an understanding between its authors, you can proceed to the preparation of a business plan. It consists of a number of components. I highlight five:

1. Idea. To keep the project alive. It can be presented in many ways - in a found niche, in an invention, in marketing.
2. Team. A team can sometimes be understood not as a group of people, but as one entrepreneur.
3. Money. They can be own, borrowed, maybe some investor who has entered into a share.
4. Timeliness. It sometimes plays a crucial role.
5. Luck. A variable that is not predicted or calculated. It also happens that those who have not a very good idea and the team are so-so lucky.

Having created a business plan, we move on to a financial plan. We describe all expenses, calculate potential profit from the project, we introduce various coefficients. The financial plan should ideally show all expenses - everything that you have to spend, distributed monthly, and approximately determine the profitability. When you have a business plan and financial plan, you go to the technical task. Sometimes it's part of the business plan, sometimes it's not. This document should describe the project as fully as possible. So complete that any team, without involving you as a consultant, could implement it. After terms of reference or in parallel with it, you need to decide on the state. This is very important, because people who know and can do something on the Web, as well as everywhere else, are in short supply.”

After describing the sequence of preliminary works, Maxim Spirdonov went directly to the site development topic.

“What to choose for development - your own team or outsourcers? It depends on how complex and technologically advanced your project is. Own team is convenient because the code remains in the “household”. Therefore, the more complex the project, the more technological and original it is, the more desirable it is to take your own team. You also need to decide whether to write code from scratch or use a CMS. CMS is faster and cheaper to implement, but they have a number of disadvantages - lack of flexibility in settings, insecurity in relation to malicious actions and low resistance to loads.

Separately, I would like to note the importance of observing the technological chain when developing a site. First of all, the issue with business logic is solved. Then the site is sketched in interface design programs (MS Visio, Axura). Only after designing the interface is the transition to design. Then - the layout, which should be friendly to search engines. Correct layout should display well in all browsers. Programming can take place simultaneously with layout, but it is better after design development. And the last stage of development is integration, when everything comes together and can be displayed by the browser.”

During the lecture, the head of the Reiber production center also touched upon the problem of legal support for the development of his project.

“Having touched on the technical part of project development, let’s move on to legal matters. It is advisable to immediately create entity for your project. For a legal entity, you can enter into contracts with performers in which you will no longer appear as individual. There is important point transfer of copyright and it is desirable that these rights be transferred to the firm. Patents are a difficult topic. Getting a patent in Russia is not easy. However, if you have interesting finds, they should be patented. And patent for yourself.

In addition, Maxim Spiridonov answered questions of interest to the audience of the specialization.

- Does word of mouth work when promoting a project?
- It's as unpredictable as viral marketing. You cannot predict its effect.

- What are the criteria for calculating the cost of a Web-project, which is still being promoted?
- I think you know it yourself. There are methods for the number of unique users, registered users, active users. But in Russia, unfortunately, there are no statistics on the cost of a registered user to calculate.

- How is the site transferred to the balance when it is sold?
- The site can be considered as software. As well as a trademark to be sold as a name. The domain can also be an object of sale. The staff is transferred separately - as part of a company.

- How do you feel about the prospects for the development of startups in a crisis?
- Complex issue. Web startups are such a thing in which the psychological component is important. When everything was buzzing around Web 2.0 projects, it stimulated the creators of startups. Now it has become harder - more and more people care about not losing their pants and supporting their families.