How do You Build a Digital Marketing Agency?
So it’s 2019 and you guys have probably heard about how to start a social media marketing agency or a digital marketing agency.
What you have to understand is it is huge it is an amazing business to be and because of the fact that I get to work from home you can see I’m at home right now in my basement.
I have an office set up all this my office setup right in here at home and we just run marketing campaigns for businesses from home.
So I’m going to this post, explain the step-by-step process everything you need to learn how to build a digital marketing agency.
I get asked all the time number one how am I making money online number two what are great ways to make money online and number three what’s a great way to build a profession or build a career rather in today’s day
and really the answer is super simple there are tons of ways out there obviously outside of doing a marketing agency or starting your own agency but this is the one that I have found is
the most lucrative because the profit margins are so much higher you’re able to work from home so the cost of operation is so low to start it literally cost you maybe a thousand to two thousand dollars in total that’s including your education maybe getting yourself a website some business cards your business name all of that
set up and it’s going to get you going and on the road so that way you’re making five to ten thousand twenty thousand we have students making fifty thousand seventy five thousand
dollars per month in revenue for their agency alright and so that’s what I want to show you guys is what you really need to know we get into this topic a lot and you guys probably have seen these types of videos all the time but really people leave out some of the most important information when it comes to starting a marketing agency and they leave out really the technical side or they leave out the practical side where you actually have to know how to implement the marketing
campaigns you can’t just like go into this business only understanding the theoretical side and just outsourcing everything you do need to understand the ins and outs and that’s what I want to go through today so that way you at least have a broader picture of what you need to know oh and PS stay tuned to the end of this video and i’ll show you guys how you can actually get your marketing agency checklist we put together a checklist that shows you all of the things that you’re going to want to know pretty much everything we covered in this video and more because we put in tools resources there’s a two-week training involved so guys
it isn’t all just hype you actually can make from one business per month anywhere from a thousand to ten thous and fifty thousand a hundred thousand dollars per month in revenue for their marketing campaigns now obviously the businesses that are spending a hundred thousand and fifty thousand dollars per month there are very few of those right but they do exist and they are kinds of clients that you can take advantage of I promise you they’re not the the unicorn type of client I promise this is possible so what I want to show you guys today outside of you know understanding the marketing side of it you have to understand the revenue side how the business
is actually built how do you actually make money off of this how do you build a team large enough to manage a client that’s spending ten thousand dollars per month right all right guys so let’s go ahead and break this down a little bit so you can see how the revenue is actually generated to build a six-figure income all you guys have to understand is you’re charging anywhere from one thousand to ten thousand dollars per month at the base rate right ten thousand is more your enterprise style packages those are going to be medium to large style businesses the$1,000 package is to like 2,500 3,000 those are going to be your small businesses that are more local they have smaller budgets okay but all you have to know is it takes roughly eight thousand
dollars per month to make it’s a little over eight thousand dollars per month to make a hundred thousand dollars per year so a hundred thousand dollars is actually8333 dollars per month for 12 months to make a hundred thousand dollars in a year all right so that’s actually not that much when we break it down because here’s the best part guys most clients that we’ve taken on are spending an average of $2,500 per month or more all right so anywhere between usually our clients are between the 2,500 to 5,000 even actually today we’ve stopped taking clients below 5,000 dollars per month and we only work with clients that are five to ten thousand dollars per month but let’s say that the average is 2,500 well how many does it take to get to2,500 well divided by 2500 you’re looking at roughly three clients well three clients are making seventy five hundred so three and a half but you can’t really have a half a client
so we’ll just say four clients at 2500right but we could say that other client is you know it’s instead of them being a$2,500 package they’re just a thousand dollar package right so you have 2,500times 3 you got this guy times 1 you’ve got 7,500 you’ve got $8,500 right here in revenue and that’s just for clients guys there are businesses allover the place that if you know how to get results we’ll hire you to do this kind of work why well let’s think about it real estate agents make 3 percent off of the sell of the sale of a home so let’s say they sell a home at I don’t
know 500 grand 10 percent of that would be 50 thousand so five percent it’s twenty-five thousand three percent is roughly twelve thousand dollars right maybe fourteen thousand dollars so that’s what I want you guys to see 14thousand dollars in revenue for that agent for getting them one client do you think they would have a problem with me basically selling for them and making them fourteen thousand dollars off of one new client now obviously there’s expenses associated with that but that’s still way out of the the price that they’re paying me three thousand four thousand dollars per month to manage their marketing campaigns and that’s just real estate attorneys spend even more than that the automotive industry is spending hundreds of millions of dollars every single month in
digital marketing there are so many industries out there that aren’t even being tapped to because people don’t know the industry even exists or they just don’t even think to go market for those kinds of people for example dry cleaners nobody thinks to manage a dry cleaner but they actually do need marketing just as much as anybody else so that’s a little bit about the revenue guys now let’s look at all of the things you’re actually going to have to know to get the business running right you got the math I just wanted to show you guys it’s not actually as far-fetched as it seems and people think Oh business isn’t gonna pay me $1,000 per month why would they not that trust me there are tons and tons of businesses
who don’t want to manage Facebook Ads they don’t want to build websites they don’t want to run email campaigns they just want to focus on their business and go home at the end of the day and they want someone like you to come in there who actually knows how to do it and that’s gonna that’s the key that’s gonna be the whole premise behind this videos for you guys to get how important it is for you to find quality education and digital marketing let’s go ahead and jump into what you actually need to know about digital marketing and building that kind of business because building a digital marketing business is different
than say building a real estate agency or a an attorney’s office for practice and doctors practice you know all of those things are different and you build the business a different way and you have you’re required to know different things so let’s look at what you actually have to know now guys the first and most important thing that I can say that you guys need to do and I’m gonna leave it up here on the board the whole rest of the time because it is the most important your education if you do not get how important this is guys whatI’m saying is even if you don’t take
one of my courses what I’m trying to tell you is take somebody else’s course and when you go through that course do not rush yourself do not try to blow through the videos so you can get out there and start getting clients because you are hurting yourself more than you even realize you will get up there get the client realize how unprepared you are and then start struggling and then all the sudden you lose that client
and they leave you a bad review the education side of it is the side that nobody takes seriously and that’s why there are so many people that fail with their marketing agency because they just go out and they just see the money coming in but then they forget that they have to fulfill that
marketing service and actually make that customer happy otherwise they’re not gonna be there in three months right so this is the most important part in what do you actually have to learn well you have to learn things like how to run a biz you have to learn things like how to grow your team so
outsourcing right you guys have heard of that the third thing you need to know is also probably how to sell right you have to actually know how to sell this service for selling any other service because you if you don’t understand how to sell digital marketing simply to business owners
that don’t get it then you’re not going to land clients and that’s a lot of the reason why people fail but also outside of that you just need to know general rules and techniques to selling and that’s the thing a lot of people don’t go through a process to learn about overcoming objections and qualifying
leads and that there’s somebody steps in the follow up process and we go through all of that you know in all on our youtube channel and through our courses but either way subscribe get it and of course something but that’s what I’m trying to tell you guys anyways number four is you have to learn
an acronym that I created called SWEPS alright and you guys will see what this is so let me get down here S.
alright SWEPS and what doest hat stand for these are what I refer to as the core concepts to digital marketing to social media marketing agency SMMA that you guys are familiar with it’s not actually SMMA it’s a digital
marketing agency or a marketing agency but SMMA just means social media marketing agency we’re talking about digital marketing okay everything building an entire marketing agency not just somebody who only does
Facebook Ads but anyways guys SWEPS and what this stands for is social media marketing web marketing and design email marketing and automation pay-per-click which is Google ads Bing Yahoo YouTube ads and then SEO which also stands for search engine optimization these are the
core concepts that people don’t take the time to learn and how to actually apply them for example we also have another concept I want to go through here really quickly we’ll go back into this oh and then I also like to say plus C
because C and its really CM and that stands for content marketing and that is building quality content for your business for your clients whether that be through blog content video content for Facebook for YouTube whatever the
you know the content channel might may be you need to understand how to actually create quality content and so let’s talk about you know some of the other concepts we’ll talk about SWEPS a little bit more here in a second and what you’re actually going to want to know and then talk about pricing and all of that but before we do at AgencyConsulting.io want to go into the next step which is why
people don’t actually understand how to apply SWEPS to their it to their agency and to their clients marketing campaigns and it really comes down because they don’t know another one of my concepts called 3-step
marketing I’m going to simplify this even more for you guys you guys are
gonna be like oh my god that’s it because a lot of you you’ve probably heard of digital marketing before or starting a marketing agency some of you
might be new to this which welcome but a lot of you are probably familiar you just haven’t seen the success you’re looking for yet and it usually comes down to this simple factor you don’t understand 3-step marketing first step
is finding or building awareness sorry awareness you have step two which is consideration and then finally you have conversion let me ask you guys something you guys mostly deal with local clients right local businesses well when you’re looking for a service most local businesses they’re
providing services most local businesses aren’t selling products right a restaurant kind of sells old they sell a product and the grocery store sell product but pretty much every other business is a service based business all
right and so what do you do let me ask you a question what do you do when you go to find a service in your area first thing you do is you goon your phone you go to Google and you type in blah blah blah near me right or
where is this in this city right and that’s what you start searching for so the awareness stage the first step marketing aka cold traffic is all about using SEO and PPC to drive traffic to the site and then what people are actually
doing is they’re going out straight to Facebook and they’re trying to sell Facebook and Instagram campaigns as cold traffic right they’re trying to say hey mr.
business owner you pay me $5,000 per month we’ll just manage yourFacebook page we’ll do all your cold traffic for me and that I’m not
saying that you can’t get results that way but 90% of the time you’re doing it wrong because you’re not driving traffic from the main traffic source which is Google search engines and then you remarked it with Facebook Instagram YouTube email those are the re-marketing platforms YouTube
and email and finally number three is conversion where do people go once they actually you know they’ve seen your product now you’ve re-marketed to them now they finally want to buy well that happens on the website right that’s where they go and they sign up to come in for an appointment or they send that email to set up a phone call or whatever it is that your try that
metric that you’re trying to convert them through that’s where it happens at at the website so if you don’t have that third final piece of the puzzle done you’re not gonna sell them to begin with right so you have to understand this three-step marketing process and that is what understanding SWEPS
allows you to do and so that’s why it’s important to really go through each one of those things individually and try to at least get to an intermediate level of knowledge and education and training before you ever start to take
on a client in this white90 percent of businesses and marketers go out there and fail in their first year because they don’t take the education seriously if you don’t if you didn’t already know this was a saw a strong solid method
for building a marketing campaign for a local business which again 90 percent of you are gonna work with that you shouldn’t consider yourself ready to be marketing for other businesses yet after you do that the next
step is to get your business plan together because before you even need to start worrying about a business you need to understand the industry need to be able to technically work yourself through how to run ads how to create content how to build email can all of that stuff right once you get through
that then you need to start making your business plans so we’ll just write that up here this plan and what does that consist of things like your LLC or your business license your EIN so that’s your tax identification number you need your name right you need a website the next two for the business plan are also going to be super important and that is picking your service
offering so your services and the next thing is going to be picking your niche so we’re just gonna write niche up here okay so you need to know what services you’re gonna provide you don’t have to provide every single digital marketing service I personally recommend it because it makes you that one-stop-shop for businesses which they really like but you don’t have to you can just do you know if you wanted to start with just web
♫ Get 'em up, get 'em up, ♫ We can go 12 down.
♫ I'm in the ring with my hands held high.
- What's going on, guys? JR here, welcome to another video.
In this video, I'mactually in the corvette.
And I'm gonna the answer the question, or I'm gonna give you guys a way, to close the clients on the phone before you even actually get on the phone.
So, basically what you want to do is, before you get on the phone with someone to do business with them or if you're going to bemeeting with them in person.
Before you meet them orget on the phone with them, you want them to think very highly of you before you get on the phone with them, before you meet with them in person.
So, I'll explain why in a bit, but there was a study done where they took a universityclass of about 30 people and they each, they gave them a substitute teacher for the day.
But before the substitute teacher came in, they gave half the group a bio, like a biography onthe substitute teacher, and the other half a different bio.
So one of the bios was very positive and one of them was very negative.
So one of them said, this professor is a cold-hearted professor, he's very strict, he's just a cold person to deal with.
And then the other half got a positive bio that said, he's a great teacher, he's a great person,he's a very nice person, he's pleasant to deal with, all these different things.
So then he came in, he gave his lecture.
And at the end of the class they gave all of the students a survey.
And they said, how wouldyou rate Mr.
So and So on his performance today? So the half that got thenegative biography of this guy, they had very negativeand unfavorable reviews.
But the half that gotthe positive biography, they had very positive reviews.
Now, how could this be if they both just witnessed the same exact lecture? Well, it's all in the pre-framing.
How you pre-frame your potential clients, your potential customers, is going to determine howthey interact with you and how likely they are to close.
So let me give you a real life example.
Before I used to pre-frame people before I got on the phone with them, I'd get on the phone and their number one, their number one objection, or the number one thingon their mind would be, is this guy legit, is this a scam? Can he really get me results? All these different things.
So then, once I learned about pre-framing, I made a video.
I made a video and I showed them, and actually the video ofme talking about this video is on my Facebook, it'sactually on this YouTube channel another video, I'll makesure I link to it below.
So I made this video.
And I took them throughthe entire process.
I took them through the entire process.
And then any time I got a client.
So I took that videoand I ran it as an ad, and that was my pre-framing.
But any time I got a client that didn't come from that ad, like maybe I was doingcold email outreach, or a referral or whatever, I would make sure thatI send them this video so that they're now pre-framed.
So, eventually I learnedto take it up a notch, and now I made a speaker reel video, and I have videos of me on TV.
And I send that to people and I say, "Hey, before we talk, just watch this "so you can get to know a little more "about who I am and what I do.
" So another way that I seethis done wrong all the time, is anytime you're speaking, anytime you're gonnabe speaking somewhere, doing a presentation, you usually are going tobe introduced by someone.
So, instead of leaving it to chance and hoping that this person gives you a favorable introduction that is going to cause thecrowd to think highly of you, what I do, is I havethe speaker reel video, me on TV and all these different things.
And I get to kind of pick how I want the audience to perceive me.
So anytime I'm being introduced to speak, and they say, how do youwant to be introduced? I usually just play thisvideo at the beginning, and it builds me up in the crowd's mind.
So then when I come out, they're already primed to think highly and think favorably of me.
So that is a huge, huge key.
So as soon as I started pre-framing, when I'd get on the phone with people, or I'd get e-mails from people and they'd be like, "Hey JR, I just want to makesure we're still on today, "I'm very excited tospeak to you on the phone.
"I'm very exited to speak to you.
" So anytime I got a messagelike that from someone, like say I'd send them thevideo to pre-frame them, and they wrote back and said, "I'm very excited to speak to you," I knew that they were pre-framed properly, and they're ready, they're already primed for me to get on the phone with them.
Anyways, that's all Igot for you guys today.
That is a huge tip.
Now, one last thing.
Now, you might be thinking, "Well JR, I haven't been on TV.
"I haven't spoken anywhere.
" A year ago, I hadn't been on TV, I hadn't spoken anywhere either.
Make it happen.
It sounds difficult, but it's not.
Make it happen, look outfor those opportunities.
But, if you're like, okay, I want to make this video today but I don't have these things, go to an event and takesome credibility shots.
At these different marketing events, there's usually somefamous marketers there.
Like, you can run into Tai Lopez or Russell Brunson, or whoever.
Have somebody follow you around with a video camera whenyou're meeting these people and shaking their hands, and just take differentshots of you at the event, talking to people, meeting people, and just overlay that ina video with you talking, and talking a littlebit about who you are.
Add some dramatic music, be done with it.
Just being at an event and getting shots of you shaking hands with people and talking to peopleand making people laugh, it comes off as a credibility clip.
Another thing you can do, and this one is, this is another one of my little hacks, at every event that you can go to, or any event where there'sa stage or whatever, usually, if it's a full day event, there's a lunch break.
So what happens if there's a lunch break? Everybody gets up and startswalking towards the room.
So if you want to get yourquick credibility shot, and I wish I would have known about this when I was first starting out, quick jump on stage inbetween the lunch break.
Get someone to take liketwo pictures of you, two or three pictures of you onstage with different poses,and then just use that as credibility shots.
Or you can use that,they can take a video, or anything like that.
Also, that goes a long way towards getting speakinggigs other places, but I'll do another videoon that in the future.
Anyways, that's all I'vegot for you guys today.
I've got a pretty longdrive here in front of me.
I'm actually heading back home now.
But good thing that I'm in the corvette.
So it's been a lot of fun so far, I've been enjoying this car quite a bit, but I'm getting ready to geta cool vinyl for the back that's gonna have a websitewith an opt-in for people.
This car gets a lot of attention, and a lot of people wanna ask what I do, and they wanna ask me if they can take pictures with it and stuff, so I figured, if I get a vinyl in the back with a domain name, I can get free traffic directed to that with this car, so that'll be pretty cool as well.
Anyways, I will catch youguys soon in another video.
Let me know in the comments below, what other tips you might have for pre-framing clients before you get on the phone with them.
Make sure that you comment and subscribe.
Also, click the notification bell below to join the notification squad.
Also follow on instagram @theJrRivas, and I'll be back at you guys tomorrow with another video.
development because you already have some experience there then just start there but you know and actually you can even do really well at that niching yourself into just being a web development company and that’s all you do and then you scale in other products and services later right and then the next thing is your niche I recommend picking at least 2 to 3 now I used to say 1 but I actually kind of like the 2 to 3 range and the reason why is
because not every niche is always going to have a ton of availability I guess for potential customers in your immediate area right so you might have to do some traveling to go get those other kinds of clients so it’s nice to have that backup niche to say okay I’ve kind of done six months of hitting these people really really hard so I’m gonna switch over to this niche and try and
take some more clients on in this niche and then we’ll come back to that my you know primary niche in another six months so that way you give them some time to you know look through stuff and throughout that process you’re following up but that way you actually have consistent flow of
potential clients coming in okay so that’s the business plan now let’s talk about pricing right we got to talk about pricing and I can’t okay I want you guys to understand something very clearly here when it comes to pricing services you have to understand that not everything is just cookie cutter packaged a lot of people like to do it that way and you can choose to do it
that way if you like where you set you know we’ll do this many facebook posts we’ll do this many ads at this level you can do it like that if you want I personally like to kind of customize my packages each time so that way I’m making sure I’m getting that business owner the best result but the package pricing also works very well for people who are new to the industry so if
you’re new I do recommend going with package pricing and just kind of setting some base rates so that way you know what to charge you know about how many hours you’re gonna work and it’s consistent right that’s the biggest thing that people struggle with in the beginning is getting
consistency in their pricing their packages and the service offering so set something up but basically you’re going to start off with a $999 so from four thousand to about ten thousand that’s considered your enterprise level so you could actually put ten thousand on here and that’s gonna be your entire enterprise level anything between these two packages right here and then that’s where you basically give them pretty much every single service that you can offer but not really because they do need to spend a little more to get really the full shebang really it’s about ten thousand to fifteen
thousand dollars to get that price or to get those types of services but those are the good kind of clients anyways let’s get into that so this also does not include any ad spend a lot of people like to they go well that includes you know Facebook ads but know that is where you add five hundred dollars on top you know a thousand dollars on top of that actual budget and then you you can either work this pricing out to where you assess your ad
management fee into this or you’ll need to add it on top as well so you’ll say plus 300 for ad spend that’s why I like to just include this in here and work that price into your base package but basically these this money over here goes into Facebookads Instagram ads YouTube ads this money right here is what they pay you and you take home to your agency and then you pay
outsourcing or you pay for labor from people who are on platforms like up-work freelancer blah blah and you actually have them fulfill the work for you you create the high level strategy to many people and this is one of the things where it’s important to take education courses because we teach you you do not need to be sitting there writing Facebook posts and creating
images and shooting the video and editing the video that is not a cash producing activity guys a CPA if you are not working on your CPAs you’re not building your business okay so you have to understand that outsourcing is super important so let’s talk about that really quick so now that you kind of understand the business model the revenue model how to price your
services you also need to start understanding how to build your team and again as soon as you take on your first client I recommend outsourcing like then I recommend going out immediately and at least hire you like someone to schedule your posts for you that alone will save and free up your time so you can focus more on selling and landing more clients but you have to
build the team you’ll need designers you’ll need copywriters you’ll need SEO related people people who understand search engine optimization add managers admins just to do basic admin work you want someone like a creative director right and this person actually comes up with posts for you they come up with ideas for campaigns they help you know facilitate the entire campaign creation process there’s so many different things that
you’re actually going to want to hire for I believe we have a team of almost twenty two people now with our agency and our personal brand combined so you know these are a ton of different people running a ton of different jobs right and that’s so I can focus on again those CPAs so that allows me to bring in more revenue for my business which in the end makes me more money now finally guys you’re going to want to do what everybody wants to
CHRIS: Oh, we're on! Hey guys! Welcome back to the process.
I'm Chris and.
JOSE: I'm Jose Caballer.
CHRIS: We took a little break.
Usually, we're talking to guests but by popular demand we're back and we're in front of you.
CHRIS: No guest today, and we have a really juicy topic.
Jose, tell the kids what the topic's about.
JOSE: We're talking about the proposal.
CHRIS: A proposal.
JOSE: Yea CHRIS: And the reason we're bringing this topic up is there's been some questions from some of our members.
And it's a good topic because in order for you to get any kind of real job, not as a freelancer but as a person who's coming up in the world.
You gotta put a proposal together and there are different styles from motion to digital, and.
JOSE: This is something you're gonna have to do a lot, basically.
CHRIS: Yes, and there are different styles so today we're gonna share that with you so stick around! CHRIS: Wooo! Yeeaa! (Clapping) JOSE: You're watching the process.
Those titles look very nice.
JOSE: We look professional CHRIS: We're working on it.
JOSE: We're still doing them, so that's good.
CHRIS: It's a work in progress and you guys will see it change.
Maybe even this backdrop will change.
CHRIS: Exciting things for us in the future.
JOSE: That's all coming.
That's all coming.
Let's get into our topic.
So, can you the title card here, Tai.
On my laptop.
So, we're gonna be talking about proposals, A.
A Bids, A.
A estimates, A.
CHRIS: They're all a little bit different and we're gonna do it in 3 segments.
CHRIS: We're gonna talk about: What is it? We're gonna break it down and give you some examples of that.
CHRIS: And a new thing that we're introducing to the show called the Dorktionar.
JOSE: Yeah! CHRIS: That's a very creative title by Mr Caballer standing to my right.
JOSE: A lot of dorky terms in the 'bidness.
' CHRIS: 'Bidness.
' JOSE: In the 'bidness!' The 'bidness' of design! JOSE: Desiiign (Laughter) JOSE: Desiiigners.
We're gonna do some business.
CHRIS: You gotta hold your pinky up when you say that.
JOSE: Designers CHRIS: Alright.
So let's talk about what it is.
JOSE: So, I like that you put it into this order: Bid, proposal, pitch because sometimes that is what it comes in.
JOSE: And you know, bid means something in motion graphics.
CHRIS: What does it mean in digital? JOSE: But really, ultimately in means that your putting a price; an amount.
JOSE: You're bidding.
You know, like an auction.
You're bidding, right? CHRIS: Yea JOSE: It's really an estimate, or a price.
CHRIS: It's time and materials.
JOSE: Time and materials.
CHRIS: Time and materials.
And when I first got started in the motion world, it was kind of a roll the dice.
CHRIS: I kind of made things up.
I didn't know what my expenses were; What we considered out cost of goods sold.
CHRIS: And so I would just put a number together.
CHRIS: And I would make a lot of assumptions.
JOSE: Pull it out of your arse, like the British would say.
It's like BOOM here's a bid.
CHRIS: A bid.
It's basically time and materials and it's a best shot guess.
JOSE: So, we still do that and it's called--In poker I think it's called betting in the dark.
CHRIS: Betting in the dark.
JOSE: Like you don't really know what the cards are.
CHRIS: Well, let's explain that.
JOSE: Let's explain that.
CHRIS: If you're playing Texas hold em', you have 5 cards, but before any cards are dealt, you're making a bet.
CHRIS: And that's kind of akin to putting together a bid without knowing what the scope of the project is and all the variables that come in to play.
CHRIS: It's a risky maneuver.
JOSE: It's a risk, for sure.
Because you might draw a 2 7 offsuit, which is the worst possible hand in Texas hold em'.
JOSE: I have no idea what you just said.
I have never played poker.
CHRIS: That's okay.
All of my Asian gamblers out there in the universe, they'll know exactly what I'm talking about.
CHRIS: 2 7 offsuit is the worst hand you can get and if you put in your entire amount, you're now what they would consider now potted in.
CHRIS: You're putting enough into the pot that you're going to fall over.
JOSE: Ok, Ok.
CHRIS: That's enough poker JOSE: I get it.
So the thing we were talking about today earlier with Nicole was this issue of the perrogative of who it is.
JOSE: If you're a freelancer versus if you're an agency principal.
CHRIS: Yep JOSE: So as an agency principal you have.
CHRIS: Did you call me a 'pimpcipal?' (laughter) JOSE: A 'pimpcipal' CHRIS: Let's.
Wait JOSE: That's a pimp-cipal.
CHRIS: I'm gonna add that into the dorktionary.
JOSE: It's kind of like a popsicle but it's a pimp.
JOSE: Is that what I said? CHRIS: Pimpcipal CHRIS: You're the head pimp.
CHRIS: Alright let's go.
JOSE: Alright so the point is: Nicole asked about the point of view from a freelance point of view JOSE: and then we were talking about it from the point of view--I'm talking about it from corporate.
JOSE: and you're talking about it from a motion point of view so she didn't really.
JOSE: get her point of view.
Does that make sense? CHRIS: Let's focus on what we have.
CHRIS AND JOSE: Foooocus CHRIS: Alright so that was the bid.
The bid is time and materials.
CHRIS: The proposal is a more corporate document and it has time and materials in it.
It has a broader definition of the scope.
CHRIS: It has some kind of sales material included.
A corporate bio, who you are, work you've done.
JOSE: It also has an approach a process.
JOSE: You outline your entire process and how you're gonna do it.
CHRIS: Tell me a little bit more about the approach.
That's a term I'm not familiar with.
JOSE: The reason why proposals--in my neck of the woods in the world--are so much more is assuming that you're not presenting it to an individual.
JOSE: You're presenting it to a group of people.
JOSE: To an executive stakeholder group, to a body, to a committee, to somebody that is not just one person.
JOSE: There might be one person who's driving that on their end, but they have to presenting it to their ceo, to their marketing person, to the CFO.
CHRIS: CTO JOSE: A lot of people need to look at it.
They're just gonna look at the thing they care.
So the CFO is just gonna look at the price.
JOSE: The CEO wants to look at the results.
The CMO wants to look at the process.
Like what is it.
JOSE: They don't want to feel not included in the solution because they've been spending all this other time and money and effort and their job is to make sure they guide the approach.
JOSE: So you're basically trying to make sure that everybody's in alignment.
CHRIS: So let me summarize there.
CHRIS: You're proposal, especially in the digital world, is a self contained document that pretty much onboards them through the entire process of how you work, the timeline, deliverables, all that kind of stuff because there are multiple stakeholders; Multiple people that need to look at it for different reasons.
JOSE: Yea CHRIS: What we called is--If you want to build a connection with somebody you're familar with this term.
It's called match and mirror.
CHRIS: So in the corporate world this is what they're used to looking at so when you come in and you look like an odd duck, people get a little nervous.
So you want to adopt their language, their way of presenting, the way the talk about things and you're gonna have a much better shot of getting the work.
That's exactly why.
CHRIS: Alright, beautiful.
CHRIS: And Nicole, as always, if you have a question about what's said and it's not coming through clearly, just interupt us, okay? CHRIS: Let's talk about the pitch now.
So can you cut back to that slide, Tai? CHRIS: The pitch.
And the pitch sounds like another word, and I hate it.
JOSE: It's another definition.
The word pitch.
CHRIS: Son of a pitch.
JOSE: Isn't there a show? Son of a pitch.
CHRIS: There's a show.
It's called The Pitch.
CHRIS: The pitch implies another level of work.
Especially within the motion world.
I'm gonna talk about that a little bit.
CHRIS: I personally don't like pitches because pitches generally are unfunded.
It's competetive, right? So where as the bid may or may not have competititon, the pitch definitely implies there are multiple people going after the same amount of work.
CHRIS: Now if you're doing this for, say, a mom and pop, they would not ask you to do a pitch.
Their products are not big enough.
They do not know enough vendors, and they're going with somebody--A freind referral kind of thing.
JOSE: And in that case you're doing a bid.
CHRIS: You're doing a bid, and so when you're dealing with an agency or a much bigger organization for a brand that's well known they're almost always required to get 3 bids.
CHRIS: It's competetive bidding, and so you're looking at price points, but the worst part to the pitch is you have to come up with a creative solution that's going to convince your potential client that you're the right one to work with.
CHRIS: So let's assume that there are 3.
So they have option A Creative, option B, and option C, and theoretically it's all based off the same creative brief.
CHRIS: That's what we have to do, and we spend a lot of money making these things and they can include styleframes, full storyboards, motion tests, video tests.
So we're spending sometimes thousands into tens of thousands of dollars building these things for the hope of getting it.
The only reason we can do that is because the projects are big enough in scale.
JOSE: The reward is gonna be large enough, is what you're saying.
That it's worth it because you know you cannot win every single job so if you're losing so much money in the pitch and even when you win it If it can't pay for all the jobs you've lost, then you go out of business really fast.
And a lot of studios in our sector-- JOSE: have gone out of business.
CHRIS: They go out of business because they work like this and we are still mandated to work this way.
JOSE: I mean that happens a lot in agencies in digital and even in traditional.
Traditional design firms do pitch also.
I mean, everybody pitches in one way or the other.
So you described it fairly well that the pitch is we're there is creating involved.
In our case, at the very large end--I used to be brought in a lot as the boutique in a pitch against my larger competitors.
CHRIS: Oh, you're like the David and Goliath battle.
JOSE: They wanted to see how different of a solution would come in because in a pitch CHRIS: You're the wildcard.
JOSE: You're coming with creative.
So I remember pitching something really big against my biggest competitor where I used to work before.
*cough*Razorfish*cough* CHRIS: Don't mention them! JOSE: Don't mention names.
And we lost because the team liked us but the VP who had the hring decision, they didn' know who the hell we were compared to that other "R" firm.
But the point about that is if you guys are out there, if you're a freelancer, you probably won't get included in larger pitches.
If you're a small boutique agency, you will.
If you wanna make that transition, you will want to start knowing and learning how to put proposals together and how to pitch.
That's an important part of--I think we should do pitch competitions.
I think we should train-- CHRIS: No, because I hate pitches! JOSE: I love pitches! CHRIS: Don't talk about your personal life.
(laughter) JOSE: I loooove me some pitches! I Just finished pitching last week CHRIS: I told you distractions are not good for business.
JOSE: Yeah, focus on the business, not pitches.
No but you know what: Pitches actually get a lot of reward.
You get a lot out of pitches.
CHRIS: I hate pitches JOSE: Pitches are awesome.
CHRIS: If you read Blair Enns' book--and we're gonna do this in a different segment in the future called required reading, where Jose an I will talk about the books-- His like Win Without Pitching Manifesto.
I love the book.
He talks about it and eroding away your whole things.
JOSE: Totally agree with him.
What I mean about pitching is that I like the.
CHRIS: You like the excitement! JOSE: The startups and the excitement of the pitching and the competition.
CHRIS: He talks about all that.
JOSE: But fundamentally, you don't want to do too much of it.
CHRIS: You don't want to do it.
JOSE: Keep away from the pitches.
So anyways, here's the breakdown.
And if we can cut to slide--Thanks.
So there's an analogy here that we're gonna make to building a home, ok? When you're talking about building a home as a contractor you're talking about 5 key factors that determine the pricepoint and potentially the schedule, right? We're gonna talk about style, size, features, finishes, and time.
And the way I'm gonna talk about this first is I'll make the quick comparison to building a home and maybe you'll understand it that way and then we're gonna dive into what that means in the digital world and in the motion thing.
So first up is style.
Style I think of as: What kind of home are we building? Is it a post modern home, is it traditional, is it mediterranean, is it california condo? JOSE: Victorian.
Is it the new tiny house, you know? CHRIS: That's not a term.
Is it pre-fab? (Bantering) CHRIS: Because the style will then dictate a lot of the next steps.
Next thing that you're gonna talk about when building a home is the size.
How big of a home are we talking? JOSE: Size doesn't really matter.
CHRIS: Are we talking about a big mansion? Is it you know 5,000, 6,000--or a really well designed, efficient home in Japan or Europe.
Where we're seeing a 1200 sq.
home for a family of 4.
OFFSCREEN: What is the size of the home relative to? The type of customer? JOSE: We haven't talked about that yet.
CHRIS: We're just talking about architecture right now so that people can understand it.
JOSE: How much money they have.
CHRIS: Features: Is there going to be a pool? Is there going to be a two car garage? Is it going to have a sauna, bareque pit, a jacuzzi tub withing the master bedroom? Those are all the kinds of features that a home has to have and needs to be defined.
4th is the finishes.
Now the finishes is a tricky part because theres orders of magnitude here because you can go into Home Depot and buy a light for $10, $100, $1,000, or $10,000, or $100,000.
Maybe not Home Depot, but all of them will illuminate the room, right? JOSE: Totally.
CHRIS: But if you buy something like with crystals in it, it's gonna cost a lot more.
So the finishes, the flooring.
So is it lenoleum, which is very inexpensive, to some kind of hand scraped, wide plank wood.
The finishes affect the cost.
Lastly is the time.
JOSE: How long will it take? CHRIS: How long does it take? Alright, so let's jump in now.
So in the style part, Jose, why don't we talk about the style as it relates to digital.
JOSE: So this is specific to a music based website that asked us, you and I, to kind of put together a proposal.
And what I did is I put together some of the different styles from music related projects.
So here it wasn't necessarily about showing specific styles across--Well it does.
It shows styles across motion.
It shows styles across web, and it show's styles across actual exhibition design.
CHRIS: So you're pulling sample graphic references for what purpose? JOSE: For two purposes: To validate that we have experiences in the music business, but also to get a sense of: Hey, what style do you want this project to be in? CHRIS: Right, so you're reflecting back that you are hip to the music scene and you have good tastes and you've done things that are relevant.
CHRIS: Whats the next slide? JOSE: The next one is really important because it's not just about aesthetics when it comes to a project in the digital realm.
In this case, this is also the product architecture as it relates to a large site for an e-commerce kind of thing.
CHRIS: This is a complicated diagram.
JOSE: It's a complicated diagram CHRIS: What are you trying to show me? JOSE: It's actually a really simple diagram.
Basically it's showing the heirarchy of application.
This is one out of 3.
We showed them 3 options.
By application, it means by use.
So instead of making it by product which is most.
For example, Apple.
Com is by product.
The watch, the Mac, the Iphone.
It's a product centric company.
Application is for the home, for work, for.
CHRIS: Where it'll be used.
JOSE: Where it'll be used.
So we pitched--We showed them--This wasn't a pitch, this was in a discovery phase.
CHRIS: Now that you've defined the terms, be careful how you use them.
JOSE: This wasn't in a pitch this was in a discovery phase.
That brings up another slight nuiance that we're not gonna go into, but basically we said: You have 3 options.
They dictate your budget.
Or they determine--They will affect your budget.
And the two other options were by application, by product was the other one, and there was one more.
by customer! CHRIS: By customer.
JOSE: By customer type.
So we basically--Those were 3 styles of navigating the whole site.
So you can give them options of that case scenario of which way they want it to go.
JOSE: And ofcourse, being good clients, guess what they chose.
CHRIS: Which one? JOSE: All 3 (laughter) CHRIS: So much for that.
Alright, that was awesome.
Okay, we'll review that later, but I learned something today about how to do digital.
You can define it by product, by application, meaning where it will be used.
And then by the users.
Or all 3 as you said.
CHRIS: Alright, great.
So thanks, Nicole.
We're gonna jump into the motion world, okay? So in motion, style matters a lot more because the style, to me, determines really the approach that we're gonna take and the cost associated.
So I'm gonna show you a couple different styles.
So when you think of a motion company, a lot of people think of animation.
But sometimes it's just live action and now this is a very common thing now where we'll go out and shoot live action.
So the entire spot can be live action with pretty straight editorial.
So the next one I'm gonna show you is a project we did for Coldplay.
This is an interactive music video, so there's two components to this.
There's a component of coding and then there's--This is mostly animation, kind of cell driven animation with a couple of things.
And this is a totally different thing where it's completely graphic; Very iconic, flat, with just a little bit of texture.
And then moving on from that is a CG approach; Computer graphics approach.
Borderline kind of photoreal work, where there's 3 dimensional glasses Everything's modeled, painted, texture mapped.
It's a lot of stuff to build.
As you can see, it's very dense frame.
It's expensive to build.
Here's another one.
These are characters that we built, the motorcycles, rigged, hand animated.
Very heavy duty work.
CHRIS: So, these things tend to be very expensive to build.
CHRIS: And then there are hybrid approaches where you may have a product, in this case this is CG, and then you have motion design; Some 2D/3D component on top of it.
JOSE: On top of it CHRIS: Yea so this one, you know.
JOSE: I like this, it's nice.
CHRIS: It's a different approach.
It's a nice and clean look for MoFi.
And lastly here I have a music video, where it's a hybrid approach where there's 2D animation, but then there's also footage that we shot.
You see the hand in the background, placing the gazebo? That's just part of this shadow puppet world that we created.
So that's great.
Alright, so now let's talk about size.
So what does size mean to you in the digital world? JOSE: So size is not necessarily relevant to length and other things that you might have in your world CHRIS: Focus on yours JOSE: So, how many user stories, or how many use cases exist? Meaning if you're doing one simple use case that one person comes to the site and does xyz, that's a simpler site to build.
If you have many use cases; 5-7 use cases, then that really makes it a lot more complex.
CHRIS: Because it's denser? JOSE: Because here's the thing: It's not about feature amount, because you can have the same amount of features.
It's about feature depth.
And the depth.
DepTHHHHH CHRIS: Go JOSE: Is really about the user story.
How far, how much does the user get to do in experience? That's why they call it "user experience.
" CHRIS: Mmmm JOSE: And the mistake that you're gonna make, and that all people that start doing web and then come from another world, is that they confuse features with the depth of the functionality as it pertains to the use cases.
So they fail to do user stories because they don't understand user experience.
They pitch on features.
And then when they get into the doing, the client starts asking for all of these things and nuances within the feature of e-commerce.
CHRIS: You totally lost me, by the way.
But it's cool JOSE: I'll make it really simple.
CHRIS: Hold on, hold on.
You were talking about the mistake that people made.
You had me there.
That was the hook in my mouth.
Features versus depth.
CHRIS: And, Nicole, does that mean something to you? NICOLE: Yeah, actually, it does.
I understand the crux of what he's trying to say is that when you're presenting for these types of projects there's the feature itself and then how the feature is going to function from end to end for different types of people on the custom profiles that might be using this application.
Let's take Lyft.
You have a young entrepreneur.
What does the cycle look like from the time the individual calls for a driver to the time that they complete their ride.
That's an example of user story.
And he's saying that those get left out in a lot of instances when thinking about features for an application.
CHRIS: Is that right? JOSE: Here'es how you explain it--Yes, she got it right--Here's how you should explain it.
CHRIS: Don't give me crazy eyes.
Time out! Caaaaalm.
There wolf will be here.
JOSE: Hold on.
I'm giving you the "Oh my god these motion people don't understand this.
" So I need to make it metaphoric.
So the metaphoric is, and for the motion folks, imagine if you were to price out only on keyframes.
And you didn't actually think about how many frames were in between.
A deep user experience will have a lot of keyframes.
That's like a 60 frame per second animation.
Super high fidelity.
CHRIS: Oh, okay like versus a Sunday morning cartoon where they're animating on twos.
CHRIS: Every other frame is a.
NICOLE: So thinking it through more? JOSE: Yeah.
People sell 60 frame animation like super 4k.
CHRIS: I get it.
JOSE: for what should've been a.
(laughter) CHRIS: We're all good.
So cutting back to our graphic here.
So we're looking at one use case is cheaper to do.
Multiple use cases, 5-7, is going to be a lot more for you to factor.
It's gonna be a deeper site.
A sweet spot for you is something like the 3 uses cases.
That's something that's reasonable to me.
Alright, let's talk about it from a motion point of view: Length.
And we're talking about seconds of content, right? So if you're doing an animated end tag, that's going to be a few seconds long, 3 or 4 seconds long.
On the opposite side of that is like a documentary feature film, and we've done those too.
Those could be 90 minutes in length.
And our sweet spot, the thing that people come to us for is the 30-second TV commercial.
JOSE: Hold on, hold on.
I'm gonna correct you.
This is you're sweet spot in motion.
CHRIS: I'm talking about motion JOSE: Yeah, okay, but Blind's sweet spot--Actually we're doing a lot of web projects.
Don't call me the weird cousin.
CHRIS: We'll we're gonna chop it into two parts here so people--We need to segregate this: Motion and digital.
JOSE: Got it, got it.
CHRIS: Because these blended.
JOSE: What I want to make sure is that we are doing both.
CHRIS: These blended things are gonna confuse our audience, I think.
JOSE: They're not that--You guys are smart.
CHRIS: I'm not saying they're not smart.
JOSE: Yeah, whatever.
Keep on going with your length.
No we're done with length.
JOSE: Oh, features.
CHRIS: We're gonna talk about features now.
So let's talk about the requirements as they relate to digital.
When you're talking about features, remember the analogy to the house? JOSE: Why do I have to go first? CHRIS: There's a rhythm here: Digital, motion, digital, motion.
JOSE: I get it, I get it.
We should be first anyway.
CHRIS: "DigiMo" JOSE: What? CHRIS: Go.
You're up! JOSE: So okay, go back to your analogy about the house.
What were you gonna say? CHRIS: Oh the house! About the features.
Remember we talked about the 2-car garage, the 4-car garage, you want the stainless steel--Maybe that's into something else but.
CHRIS: Anyways what are the requirements of project? JOSE: I got it.
Okay, so the first is just whether there is big, broad functionality.
Like, is it an e-commerce site, or is it a marketing site, or is it a community building site? CHRIS: Or a content site.
JOSE: Or is it a content site? There's a lot of uhh.
CHRIS: Give an example of each.
What's an e-commerce site? JOSE: So an e-commerce site is that example taht I showed you earlier for.
CHRIS: Something everybody would know.
JOSE: You mean, like, out there? CHRIS: Yeah, out there.
JOSE: Ebay is an e-commerce site.
CHRIS: Anything where there's a financial transaction.
CHRIS: Okay, where you can buy--Etsy.
Give an example of a marketing site.
JOSE: A marketing site would be something like if you go to a large consultancy.
The site is pure marketing now.
But today, it's all about social media campaigns.
CHRIS: That's fine, let's focus.
JOSE: And it's all about social media ecosystem JOSE: Which by the way, is actually a really big issue in pricing in what we're talking about.
But let's keep on going.
JOSE: Let's bring that slide back.
So look, I'm gonna just go through these real fast.
Community, like is there a community? Can be social in this case scenario, too.
What are all the different things that you're gonna do out in the social ecosphere? Reviews, that's a site that might just be for you to review your products, etc.
Those three things are examples of what I was just saying.
Like specific functions of a site.
And all 3 of them actually might be part of a site.
CHRIS: Right JOSE: Blog! Again, does it have a blog? CHRIS: These are all the features that you need to know.
JOSE: The map--These are all the different things that the site might have.
And all of them on their own aren't necessarily large and complex.
You know, User profiles, or having custom profiles.
Meaning that you can register and you can maintain a picture and a profile of yourself.
Some sites have all of these.
Can-- JOSE: I'm done CHRIS: You done? Thanks.
So requirements for motion.
So we need to know things like: Is there a location that we have to travel to because those things are tied together? That means we're going to be using talent from abroad and we have to think about hotel and travel expenses, and dealing with logistics.
So if we're gonna shoot in another country, we have to hire a local production company to partner up with because they know how things are done there.
Is it a union shoot, meaning does the crew need to be union? Does the cast all have to be union? Because that drives the cost up.
Casting specs: Are we talking about one person that's mostly used as a moving model or they have a speaking role, or is there 20 or 30 principals in the spot, which will drive the price up? We need to know things about usage.
Is this a worldwide usage? Because there are contracts that have to be negotiated on behalf of the client.
Do we need special equipment? Are we gonna be flying in a helicopter? Is there gonna be a car chase? All those kinds of things.
And how complex is visual effects? Those are the requirements that we need to know.
Okay, moving on.
Finishes JOSE: So the finishes are like the last--Kind of like what makes it look really polished or not.
So in this case scenario do you use stock photography versus you go out and you do a custom photo shoot? The number of visual assets.
The content and visual assets is something that sometimes people forget, that makes the site look really rich.
Video: Are you gonna shoot video? And you might need to price that out.
And is gonna be an industrial shoot, meaning cheap and fast with SLR, or do you wanna do a much more fancy kind of video? And how much editing and post production you're gonna have.
Illustration: Is there gonna be custom illustration or stock? Iconography: Are you gonna buy stock icons or are you gonna design custom icons for this brand? These are things that take time, and that take considerable portion of the budget.
Copywriting: That's actually the number one issue that I think most people have a hard time with.
Not because of how difficult it might be.
NICOLE: I think it get's discounted a lot.
JOSE: It's gets discounted and the designer might say: "The client can put in the copy.
" You have to either contractually remove it, which I use to, but the problem with that is then the client will delay so long in putting in the copy that the ability to QA and do a final release of the site might be such a large gap that you lose money while you're sitting there; While the whole team is sitting there.
So I know it's my turn to talk about motion, but I want to spend a half second here and talk about this a little bit because we're doing more digital projects.
I'm learning about how to manage these things, and to take account of this.
Just remember to pay attention to this content slide that we just showed you.
The stock vs.
custom and you might think: "Okay, I'm gonna build out the site and it's all gonna be stock photos.
Okay, it's gonna be reasonable to buy at Shutterstock or iStock or something like that.
" But what you don't account for is how much time you have to spend to search for the stock and then you didn't account for that.
So I'm gonna just throw out a little warning for you guys.
Versus talking about stock in general to say: "We will bill you the cost of the stock, plus a small mark up, let's say 15%, plus I'm gonna block out an amount of time.
" So I estimate it's going to take me about 6 hours to find stock.
What people don't realize is that we can find really great stock photography for not a lot of money but you have to filter out thousands of images.
And so what they see is the end result of that filter.
Right? And you don't account for that.
So at a different episode I'm gonna do on my own: How to manage a website and a digital project for smaller size practices.
Anyways, let's go on to motion graphics.
To me I consider this part, the finishes, the look and the feel.
Okay, because a lot of things can be done here that affect the cost.
Is it flat? This relates back to the style.
Meaning: Is it graphic, not a lot of shading, flat colors, okay? JOSE: Is that because it's cheaper? Would it be cheaper to animate, yeah? CHRIS: It's cheaper.
Yeah, because I can download these things.
I can draw them.
I don't need a specialist to do all these things.
I can build everything in Illustrator and use after effects to animate everything, and they're beautiful.
JOSE: I always like flat in the web's realm.
CHRIS: Well, it's still very trendy right now.
JOSE: It's very trendy, but I liked it because it was easy to do.
CHRIS: It's easy to do.
And it's really clean.
It's really clean and a lot of people like that aesthetic.
On the opposite end of that is: Is it photoreal? Because you will pay for photoreal.
Okay, there's a level when the human eye can't distinguish whether or not it's CG created, like a computer generated image or if it's real.
That little extra bit of polish, you spend a lot of time and a lot of money.
It's difficult to do that these days.
Anyways, so the other things can be: The story is told, but they want to do stop motion.
And you guys know.
Stop motion is a very labor intensive thing.
I think it took over 3 years for Laika house to do the Box Trolls.
Because they have to literally change every component every frame.
JOSE: But they make Grommet and-- CHRIS: Wallace and Gromit? No, that's a different studio.
But anyways, are there simulations that you have to run.
Like particle simulations.
Are you gonna have to show something--Is there gonna be a destructive thing? Like is the house gonna blow up? Those simulations require a lot of processing power and you need specialists to do that.
Or is it a hybrid approach which is generally more of the case.
it's not one particular approach, it's a couple of these things.
CHRIS: Okay? So, last thing we're gonna talk about is time.
And time we share a slide because it's the same no matter what you're doing.
Whatever field you're in.
Time: It's gonna look something like this.
So there's a line here.
So in the middle is the perfect balance, right? So on the left, it's a rush job.
They need it yesterday, and you have to work weekends, long hours, and you have to ramp up the team and you have to kind of build of for that.
It's gonna cost more.
So if you don't have time it's gonna cost you more money.
JOSE: Yeah, I mean the big thing is: Do you want it fast, good or cheap? Speed, quality or cost.
You choose two of those.
You can't choose all 3.
And so sometimes the clients will say: "Deliver it whenever you want.
Just fit it within your schedule," And sometimes there are cost savings there, but I wanna warn you about this, too.
Those projects with an undefined timeline can drag on and you'll soon realize you're spending a lot of hours working on something.
JOSE: So those are all really big factors.
So to wrap up, let's use the dorktionary as our final thoughts.
So let's just bullet, like run and gun the definitions.
CHRIS: So #Dorktionary guys.
Tell us if you like the title.
Okay, so here are the terms we used today.
JOSE: So bid, which is actually more around the estimation of time and money.
CHRIS: Time and money.
JOSE: Proposal, which is a larger aggregate of having time, money, approach, and examples of your work, and of who you are as a vendor, as an agency.
CHRIS: It's a more corporate document.
It does do a little selling and remember it's for a lot of different stakeholders to look at.
So it needs to tell your story and your approach.
JOSE: It's a narrative, too.
Let me talk about the pitch.
The pitch requires you to do creative work and sometimes you get a little bit of money, sometimes you get a lot.
But more often than not, at least in the motion world, you get zero dollars.
But it's worth it if the price tag and the profit is there.
JOSE: And you can get paid to pitch.
I've gotten paid to pitch.
CHRIS: I have too.
JOSE: So contract is really, ultimately the agreement between you and the client as to-- CHRIS: It's formalizing it.
JOSE: Formalizing what you did in the proposal or in the pitch or in the bid.
SOW is what we use, called a statement of work.
And MSA is a master services agreement.
I'll put a link below to our contracts episode which walks you through an SOW and-- CHRIS: And the 'PIMP-CIPAL' is a principal of an agency that kills it like a pimp.
JOSE: Yes, and that's what you do.
You're basically pimping and hoeing resources.
(laughter) JOSE: You are! If you're an agency principal, you are a pimp.
CHRIS: We get, we get it.
We get it! JOSE: Okay.
If you need any more help, post--Go ahead, Chris.
CHRIS: We need your help actually to post something from this episode on twitter or Instagram.
The hashtag is #TheProcess and you can mention @theSkoolRocks JOSE: Look I'll sweeten it, I'll sweeten it.
CHRIS: Hold on.
We wanna do this because people that find value in what we do always wonder why our audience is bigger because we need your help in getting the word out there.
Share it, post it.
Let's wrap it up, Jose.
JOSE: Well, I'm gonna say this, real quick.
We'll choose one--We got the new Skool stickers--We'll choose one person.
CHRIS: You want an oreo cookie? A giant cookie? JOSE: We'll send you a pack of stickers.
A few stickers.
I'm gonna choose one person out of all the people that post to send them some stickers.
CHRIS: #PIMPCIPAL? How are you gonna find-- NICOLE: #TheProcess JOSE: Oh #TheProcess CHRIS: That makes sense.
JOSE: Using #TheProcess on Instagram or on Twitter or on Facebook, we'll find one person and give this to you.
NICOLE: You can also post any comments or questions down in this episode in the.
CHRIS: Comments section.
JOSE: Comments below, and share the damn thing, and like it, and all those kind of things.
We've learned a bunch of things in the last, I don't know, 2 months of producing the show with Boyce's help.
JOSE: It feels like 5 years.
CHRIS: Getting structure and I think this is the end result of some of that.
Hopefully, you guys like the format the way we're doing things now.
We're trying to be much more succinct, lucid.
But, having a good time.
JOSE: But we're also still trying to keep it light.
CHRIS AND JOSE: Keep it liiiiiiiight.
CHRIS: Alright, whatever.
JOSE: Keep it pimpcipal.
CHRIS: Alright, it's embarrassing.
When we embarrass Nicole I think we're doing a good job.
Her nervousness like you said, like she's her grandma.
If we make her nervous, we're doing the right things.
Guys, Thanks so much! See you next time.
And we'll be back.
(laughter) I don't have an ending.
See you next time you guys! JOSE: Why do you need an ending? There you go that's a good ending.
(clapping) (laughter) CHRIS: You didn't get my David Letterman thing! [inaudible converstaion].