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you won’t just increase your revenue by 30%, you’ll more than double it! An increase of £37,600 thus doubling your business with only 30% increase across the three areas above. Would you like to increase the amount of money your business makes by 100%? This is exactly the formula you need to apply in order to do so. Simple. Increase Your Prices... It’s Vital To Grow Increasing prices is such an important part of growing your business that I want to discuss it in more detail. It’s all about refinement and repositioning you and your business away from a cheap product to a desirable and premium priced service. Low cost, high quality and speed cannot coexist, and the kind of clients you want to be dealing with are people who understand this. Speed Take something as simple as ordering a product from an online retailer. If the item is in stock then you can usually select a variety of shipping methods, all priced accordingly. If you want that item the next day before 9am, then the shipping option for this is likely to be the most expensive compared to the standard shipping, which takes two to three days. What this demonstrates is that if you want the item quickly, you pay a premium price. If you don’t need it right away, then you choose a more economical shipping option. Speed and efficiency is more expensive than slow and economical. If you apply the same principles to your video productions, you can charge a premium for post-production if the client wants the item delivered quickly. There’s no reason why you can’t charge a 50% additional premium on your edit rates for a quick turnaround. Quality Let’s imagine your client would like a very high production promotional film that they want to have a cinematic look and feel to. This will require you to work with the gaffer and additional lighting, perhaps a focus puller, a grip, and other production team that might include actors, make-up people, and a costume department. Your DP might choose a camera format like the Red Epic, Arri Alexa, or a Sony F55 with cine lenses and associated camera package. It’s also likely it would take one or two days to shoot in a single location, taking care with every single frame. Download a free chapter of Den’s 206 page book BUSINESS for FILMMAKERS - The Quick, Dirty and Uncensored SECRETS to a SIX-FIGURE Video Business from the World’s Ballsiest Filmmaker, at: businessforfilmmakers.com However, if the client wanted this kind of high quality production, but only wanted a three hour shoot, then there would be a disconnect from the amount of time required to the quality of the end production. If they want quality, it takes time and money. High quality is generally associated with the addition of the best resources to guarantee the consistency of output. Searching? broadcast cameraman Search with full details of hundreds of GTC accredited Camera Operators, Lighting Cameramen, DoPs and specialist cameramen, why go anywhere else? www.gtc.org.uk/search KITPLUS - THE TV-BAY MAGAZINE: ISSUE 108 DECEMBER 2015 | 43