What are the 3 variable of the pricing spectrum? Production cost, market value and client budget.
Take the guess work out of bidding projects, and stop pulling numbers out of thin air. Author, coach, consultant Michael Janda walks through a step by step process on how to price your work.
Michael Janda is an executive level creative leader with more than 20 years of experience in both in-house creative departments and agencies working with some of the greatest brands in the world.
Michael founded the creative agency, Riser, in 2002. Over 13 years he led Riser to a 31% average annual profit margin. Riser was a nationally recognized agency creating high-profile work for clients including Disney, Google, ABC, Fox, Warner Bros., NBC, TV Guide and numerous other notable companies. Riser’s work quality and successful business practices yielded some of the most coveted awards in the industry including Inc. 5000, Webbys, FWA, Awwwards, AIGA and Addys.
In 2015, Michael sold Riser to a competing marketing agency named Eli Kirk where he became one of four partners at the agency and its Chief Creative Officer. Following the acquisition he orchestrated a rebrand of the 70+ person agency as EKR. With the new brand in place and following a revised strategic direction for the company, EKR realized significant growth and back to back listings on the Inc. 5000 in both 2017 and 2018.
Prior to his time as an agency owner, Michael served as a Senior Creative Director at Fox Studios where he managed a 40+ person team of designers, content creators and developers.
In addition to his robust experience managing creative and marketing teams, Michael is the author of the book, Burn Your Portfolio: Stuff they don’t teach you in design school, but should, and the newly released, The Psychology of Graphic Design Pricing.
05:30 – 3 Pricing Variables
09:25 – Calculating Production cost
11:15 – Determining market value
16:30 – extracting client budget
30:00 – Aaron is the WORST client (roleplay)
38:00 – How to bid a project
46:00 – How do you verify your price
49:00 – 6 pricing rules
54:00 – Never charge your client by the hour
1:00:00 – What if I have to do over time and I can’t charge em by the hour?
1:10:00 – Who says the price first, you or the client?
1:17:00 – Free work? Always value exchange
1:20:00 – how to talk about money
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