How to Start a Video Production Company in 2025
How to Build a Successful Video Production Business: A Coaching Session with Jeevan Dev
Starting a video production business is both exciting and daunting. There are countless decisions to make, from pricing and pitching clients to handling gear investments and outsourcing editing. In this episode of The Business of Video Production Podcast, I had the pleasure of coaching Jeevan Dev, a young entrepreneur preparing to launch his video production company. This live coaching session offers valuable insights for anyone looking to grow their business and navigate early challenges.
Finding Your Niche and Leveraging Opportunities
Jeevan’s journey into video production is unique. Originally pursuing a career as a pilot, financial constraints led him to rediscover his skills in video production. He landed a full-time gig creating educational content for his flight school, giving him an incredible starting point. However, like many new business owners, he faced the challenge of expanding beyond a single client.
Key Takeaway: If you already have an industry-specific background, use that as a niche to position yourself as an expert. In Jeevan’s case, his aviation knowledge gives him a competitive advantage in creating video content tailored for flight schools and aviation businesses.
Transitioning from Freelancer to Business Owner
Jeevan’s biggest immediate challenge was shifting from a one-client model to building a sustainable business. While having a steady retainer client is great, relying on just one source of income is risky.
Solution: Instead of viewing his current client as just a paycheck, we discussed the importance of leveraging that opportunity to attract more clients.
Ways to Leverage Current Work for Future Growth:
Create case studies showcasing past projects.
Gather testimonials to build trust with prospects.
Capture behind-the-scenes content to showcase the production process.
Document the workflow to demonstrate professionalism.
Utilize LinkedIn and other social media to share ongoing work and attract leads.
Key Takeaway: Every project you work on should serve a dual purpose: fulfilling the current client’s needs while acting as marketing material for future prospects.
Pricing Strategy: Finding the Right Balance
Jeevan faced a common problem: pricing his services. He encountered potential clients offering a fraction of his usual rate. This dilemma is familiar to many video production business owners—accepting low rates just to get work or holding firm on pricing?
Strategies for Pricing Video Production Work:
Value-Based Pricing: Instead of pricing based on the number of videos or hours worked, position your services around the value you bring to the client.
Tiered Pricing Models: Offer different package options to accommodate various budgets while maintaining profitability.
Testimonial-Based Offers: In cases where you need to build a portfolio, consider a discounted first video in exchange for a testimonial and referrals.
Position Yourself as a Specialist: A niche-focused business can often charge higher rates because of specialized expertise.
Jeevan ultimately decided to price his services at a level that reflected his expertise while considering potential long-term benefits.
Key Takeaway: Set pricing that ensures you remain profitable and avoid resentment. Underpricing can lead to frustration, while strategic discounts can be used selectively for marketing purposes.
Effective Client Outreach and Follow-Ups
Jeevan had reached out to an aviation sales company that initially showed interest but then became unresponsive. His question was, "How do I follow up without being pushy?"
Best Practices for Following Up with Leads:
Personalized Follow-Ups: Instead of sending generic follow-up emails, add value. Share a relevant article, suggest a creative idea, or provide an update on industry trends.
Phone Calls Over Emails: A well-timed call can be more effective than a string of unanswered emails.
Framing the Conversation: Instead of asking, "Did you have time to look at my portfolio?" try, "I wanted to follow up and see if there’s anything specific you’re looking for in a video project."
Limited-Time Offers: If appropriate, create urgency with a special deal or limited availability.
Key Takeaway: Clients are busy. Thoughtful, value-driven follow-ups increase your chances of getting a response while maintaining professionalism.
Investing in Gear: When and How?
A common dilemma for video professionals is deciding when to invest in better equipment. Jeevan wanted to know if he should purchase more gear or hold off.
Guidelines for Making Equipment Purchases:
Buy Only What You Need: Don't be tempted by the latest tech if it's not essential.
Justify It Like a Business Decision: If you were reporting to a board, could you defend the expense?
Use Rentals for Big Projects: Renting high-end equipment for specific shoots can be a cost-effective solution.
Client Perception Matters: While some clients may equate bigger gear with professionalism, confidence in your work and expertise matter more than flashy equipment.
Key Takeaway: Invest in gear strategically and based on necessity, not emotion.
Outsourcing Video Editing: Making the Transition
Jeevan recognized that video editing was consuming too much of his time. He wanted to focus more on business development but was unsure how to find and trust an editor.
Steps to Hiring a Video Editor:
Document Your Editing Workflow: Create screen capture tutorials and written guides on your editing style and preferences.
Start Small: Give new editors low-risk tasks before assigning full projects.
Test Multiple Editors: Work with two editors initially to compare performance and reliability.
Communicate Expectations Clearly: Set deadlines, provide examples, and offer constructive feedback.
Key Takeaway: Hiring an editor is a game-changer for scaling your business, but setting up systems in advance will ensure a smoother transition.
Final Action Steps for Growth
By the end of our session, Jeevan identified key action steps to implement immediately:
Create marketing assets from his current project (case studies, testimonials, and behind-the-scenes content).
Develop a structured follow-up process to convert leads.
Refine pricing and create tiered offers to appeal to different client budgets.
Document editing workflows and begin testing video editors.
Use LinkedIn consistently to share industry insights and project updates.
Invest in QuickBooks to organize finances for future growth.
Final Thoughts
Starting and growing a video production business is a journey filled with challenges and opportunities. By leveraging current projects for marketing, refining pricing strategies, following up effectively, and strategically investing in gear and outsourcing, video professionals can build a sustainable and profitable business.
If you’re looking for guidance in scaling your video production business, my coaching program can help. I work with video professionals to refine their strategy, overcome business challenges, and build a thriving company.
Ready to take your video production business to the next level? Learn more about my coaching program here.
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