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Step Two ‑ Developing an
Outline
Prior to this point, your dollar investment has been zero. Now, you'll begin to spend part of
your video budget. Most production companies require a fee to provide the research necessary to develop an
outline. This fee will vary depending on the amount of research or preliminary gathering of background
information that is involved. This gathering of information is necessary because the production team knows
nothing about you or your company.
During this phase, the production team will likely ask
for statistical information on your company. They will also ask to talk to different corporate executives, as
well as visit your location or locations. By doing so, they will obtain a first‑hand opinion of what your
company does, how it does it, what makes it special, what is its point of view in the
business.
The research and development period will require your
cooperation in order to assure a successful video production.
The typical fee for this service is about $60 an hour, plus reimbursement of client approved
expenses such as travel, mileage reimbursement, or lodging.
At the completion of this crucial phase, you will
receive a complete outline from the production company. This outline requires your concentrated attention.
Now is the time to make revisions and offer suggestions. Changes at this point in the production are made
easily. Later on, when the production is under way, revisions can be both costly and laborious. Your
production company should work closely with you during this time to insure that your outline is a good one ‑‑
and that it fully demonstrates your company's policies and views.
An outline should remain flexible. It is simply a good
starting point for the ideas and message that the video will communicate. Ultimately, the outline should
guide the video, rather than limit it.
Your approval or rejection of the outline ends this step
of the video production process. Hopefully, you will be pleased with the results and your approval will move
the production to its next step, which is setting budgets and the signing of contracts. However, should you
find the outline unacceptable, your contractual obligation with the production company will end. The video
company retains their fee, and the outline becomes yours to use as you wish.
Step Three ‑ Budgets and Contracts
In this step, the production company should present you with a budget based on your approval
of the outline. Be sure the budget includes all aspects of the remainder of the production, such as music
licenses, talent, location fees, etc. The budget should be all‑inclusive.
Most of your budget will be spent on services. The only tangible item you
are purchasing is a Video Master and the right to reproduce it as often as you'd like.
With the approval of the budget, you will be asked to
sign a Production Contract. Production Contracts vary but the general language is normally the same. Most
contracts will specify payment terms. Video productions are typically paid for in thirds ‑‑ one‑third due
upon the signing of the contract, one‑third due upon completion of the principal videography, and the final
third due upon delivery of the finished video master.
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