[Ross Webb]

I dont think you can. I think you’re a “commodity” in the eyes of your clients.
What I did when I started was pretty much in the same position as you and then I moved up. I went from doing some motion graphics as the clients told me to until I was doing the entire production and post production and controlled the budget.
Its not easy but its very doable.
R

[Ross Webb]

Hiya Zvi
Great video.
You know it reminds me of when I had my wedding in Israel. I never got offered much by way of camera person at the wedding venue. I had something in mind and it was very disappointing I wish they had offered a Silver, Bronze and Gold package for example.
There was a great example about 2 years ago about a very expensive wedding in India and the film makers really told a story. I would have paid twice what the wedding venue in Tel Aviv were offereing for this. (btw it was Gan Oranim if that makes sense. In other words, not a cheapo venue. I did expect more from them when it came to camera (stills) and video.
So I think there’s a huge opportunity to offer high end, high margin work. I am convinced there’s a market for it (hey they should have offered to shoot the Henna ceremony and make it part of the DVD. You’d think people would actually offer the services properly)
So yeah as a director who’s won awards and built up a VERY proftiable post and production facility I’d say target the high end market AS Well with a different price package. The first couple you might need to do below coz but u’d create a name for yourself and really differeniate yourself in a market that unfortunately sees your skills as a commodity. I really hope you are able to that and it pays off for you.
Please feel free to mail me directly If i can offer you more advice.
Hope you have a great weekend,
Ross

[Ross Webb]

Hiya Zvi,

Firstly well done on building yourself up over the years. But I guess you’re not here to hear how well you’re doing but for advice of where to go from here.

I can’t tell you what to do of course, but I can share my experience with you.

I started off, like you, getting more work than I could handle as a single freelancer. I also actually ended up sleeping in my client’s filing room where I put my PC’s. I then was able to grow from that tiny little room to a company of 12 people.

I wouldn’t say we were well capitalised at all, and I funded this all out of my own pocket.
The reason we were really able to expand very quickly was because all our work was VERY high margin. Or I should say, MASSIVE margins.

I think one of the most scary things to do is to turn down work (especially as someone who never had any of it at one stage) but you need to turn down the low margin stuff.

One of the other good moves we made (and I have to say we because it was more than just me as soon as I took on the first employee) was to hire a very aggressive and charming producer. He was able to say no to clients and explain our pricing as well as ensure that we were paid on time.

Getting paid on “Approval” was something we had written into our contracts as well that the usual 50% upfront, 50% upon approval. Its a small distinction but a very important one. Not 50% upon “Completion”. In other words, for a new client, there is ZERO chance they would receive the artwork without the second 50%.

So back to MASSIVE margins. To do that we had to stand out in the market and really focus on one thing. As Seth Godin says in The Dip, you need to be the best in the world. And by the world he means YOUR world. Whatever that is. We became the best at what we did in our little world and for a number of years were able to really dominate that niche. It means saying no a LOT. But then some of the shows we did are still running in their 9th seasons.

It really can be done and with the right partner on the business management side (I don’t suggest taking on an equity partner, that came back to bit me in the a$$). I also suggest really working hard on your branding and positioning. Easy to say, hard to do.

Hope that helps and gives you some actionable items. Looking forward to hearing about your success in the future.

Ross Webb,
Co-Founder, Mindway Media
https://www.mindwaymedia.com