The Videographer’s Dilemma
“A lot of filmmakers regard the client-supplier relationship as the client hiring them because they trust them, and therefore asking for money can be challenging,” Den explains, highlighting a common mindset trap. This leads to a familiar cycle for many video production businesses:
- Relying solely on word-of-mouth referrals
- Experiencing cyclical “feast or famine” workflow
- Keeping everything in the owner’s head
- Creating bottlenecks in client communication and delivery
This approach makes scaling impossible, as the business can’t operate without the videographer’s constant involvement. Most videographers struggle to scale beyond $250,000 in annual revenue.
Beyond Technical Excellence
The wake-up call for many videographers comes when they realize that “you can get to $250K quite easily just on your own, and you have to work quite hard for it,” as Den explains. “But once you get beyond that and try to hit that $500K mark, I have yet to see anyone successfully do it on their own.”
This realization forces a shift in thinking from being a technical expert to becoming a business owner who needs systems to scale beyond personal capacity.
Three Systems for Growth
Den’s solution for videographers focuses on building three critical systems:
- Two-call sales strategy that properly qualifies leads
- “Million Dollar Proposals” system with 78% acceptance rate
- Comprehensive workflows from pre-production through delivery
“What we need to do is have that onboarding process where we create expectations of what the service is going to be like in our facility,” Den emphasizes, highlighting the importance of setting clear client expectations from the start.
Transformation Through Systems
Implementing these systems delivers significant benefits for video production businesses:
Operational Improvements
- Reduced owner dependency and streamlined project delivery
- More consistent quality across all productions
- Enhanced client communication
Financial Impact
- Higher profitability with improved pricing structures
- New revenue streams, such as a client earning $6,000 annually from $27 monthly file storage fees
- Increased business value for potential sale
Team Development
- Clear communication channels for team members
- Documented processes for new staff training
- Reduced dependency on the founder’s direct involvement
Strategic Advice for Video Business Owners
Den’s experience offers valuable insights for other video production business owners:
- Niche Down: “When you niche, you are actually talking to one audience with one voice at a time.”
- Focus on Pre-Production: “As much as 95% of videographers don’t charge properly for pre-production,” making this a critical area for improvement.
- Think Systems First: “You can’t scale without having systems in place.”
- Build Authority: Create strategic partnerships within your target industry.
Building a Video Company That Scales
Today, Den runs the Video Business Accelerator (VBA), helping videographers break free from the freelancer trap. His systematic approach to running a video production business has become a model for others in the industry.
The key insight from Den’s experience is that systematization isn’t just about documentation—it’s about creating a business that delivers consistent results without constant owner involvement. By focusing on the critical processes that matter most, video production businesses can scale beyond the limitations of the founder.
Ready to build systems for your video production business like Den has taught others? Register and watch our 8 Proven Processes Your Business Needs To Run Without You Training to discover how to extract processes from your head and create a business that runs without you.
