In this episode of Creatives Grab Coffee, Israel Bonequi from IND Films (Montreal, Quebec) shares his journey from being a generalist offering multiple creative services to focusing on video production and scaling IND Films into a specialized studio. He discusses the challenges of pricing creative work, the importance of educating clients, and how niching into medical and industrial video has helped the company grow. Israel also dives into the process of building a new virtual production studio designed to make cutting-edge technology more accessible for smaller production companies. This episode offers valuable lessons for marketers and video professionals looking to refine their positioning, improve client relationships, and explore the future of video production.

TIMESTAMPS:

00:00 - Episode Introduction and Guest Welcome

02:19 - Guest Bio: Israel Bonequi from IND Films

03:22 - Lessons from being a generalist in creative services

07:25 - How clients perceive value in video production

10:01 - Client education tax: the hidden cost of cutting corners

14:36 - Transitioning to video specialization and pricing challenges

19:06 - Raising rates and overcoming mindset barriers

21:44 - The reality of difficult clients and nonprofits

23:04 - Asking “why” to uncover true client goals

25:38 - Turning single projects into long-term campaigns

27:57 - IND Films’ focus on medical and industrial video production

32:44 - Niching down and growing through organic opportunities

36:19 - Digital marketing: shifting from Google Ads to LinkedIn

42:21 - Building a new Montreal studio for virtual production

47:41 - The cost, process, and challenges of studio construction

52:01 - Soundproofing lessons for production spaces

55:17 - Balancing family businesses and shared spaces

57:16 - Future growth plans for IND Films

58:27 - Closing remarks and invitation to visit IND Films

SPONSORS:

Canada Film Equipment: www.CanadaFilmEquipment.com

Audio Process: www.Audioprocess.ca

🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9

🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140

🎞️ Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.com

To learn more about the show, visit: https://www.creativesgrabcoffee.com/

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