Small Web Agency (2–3 people)
A practical business plan template for launching as a small web agency (2–3 people). All figures are pre-filled realistic estimates — replace them with your own numbers using the Prévio spreadsheet.
Executive Summary (Template)
Replace brackets with your details.
[Name] launches as a small web agency (2–3 people) serving [target audience].
Mission: [one-line promise].
Year-1 objective: $116 200 revenue, break-even in month 7.
Model: [main revenue type] + [secondary stream].
Key differentiator: [why you, why now].
Market Snapshot
Web design & development services represent tens of billions of dollars annually; small local agencies win on trust and speed vs. offshore shops (estimation). Average project value for a 2–3 person agency: $5k–$25k. Retainers for maintenance/care plans stabilize cash flow.
Offer & Pricing
- Site project: $6,000–$18,000
- Care plan retainer: $300–$900/month per client
- Target: 8–12 projects/year + 10 retainers
Marketing Plan (3 Channels)
Three acquisition channels, started in this order:
1. Local SEO ('web agency [city]') + Google Business Profile
2. Partnerships with accountants/marketers referring clients
3. Case-study content targeting one vertical (restaurants, clinics...)
3-Year Forecast
| Month | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 | M12 | Y1 |
| Revenue | 3 000 | 5 000 | 6 500 | 8 000 | 9 000 | 10 000 | 10 800 | 11 500 | 12 200 | 12 800 | 13 400 | 14 000 | 116 200 |
| Fixed costs | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 5 500 | 66 000 |
| Variable costs | 660 | 1 100 | 1 430 | 1 760 | 1 980 | 2 200 | 2 376 | 2 530 | 2 684 | 2 816 | 2 948 | 3 080 | 25 564 |
| Net result | -3 160 | -1 600 | -430 | 740 | 1 520 | 2 300 | 2 924 | 3 470 | 4 016 | 4 484 | 4 952 | 5 420 | 24 636 |
| Cumulative | -3 160 | -4 760 | -5 190 | -4 450 | -2 930 | -630 | 2 294 | 5 764 | 9 780 | 14 264 | 19 216 | 24 636 | — |
| Year | Revenue | Costs | Net Result |
| Year 1 | $116 200 | $91 564 | $24 636 |
| Year 2 | $190 000 | $111 100 | $78 900 |
| Year 3 | $225 000 | $122 265 | $102 735 |
Break-even Analysis
Break-even is reached in month 7, when cumulative profit turns positive.
- Fixed costs: $5 500/month · Variable costs: 22% of revenue
- Contribution margin per euro/dollar of revenue: 78%
- Break-even revenue: $7 051/month ≈ $7 051 monthly revenue
- Reached in month 4 in the model below.
Risks & Mitigations
- Client concentration — No client should exceed 30% of revenue; keep prospecting even when busy.
- Price race to the bottom — Compete on specialization and outcomes, never on hourly discounting.
- Income volatility — Hold 3 months of fixed costs in reserve; push retainers/subscriptions.
- Burnout / capacity ceiling — Productize offers and raise prices instead of adding hours.
- Platform dependency — Never let one platform exceed ~50% of lead flow; build an email list.
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Figures marked “estimation” are indicative market estimates, not audited data. This document is a planning template, not financial advice.