Packages vs Proposals: What’s Better for Your Video Business?

One of the most common questions I’m asked by video production business owners is this: should you sell your services as packages, or create customised proposals for every client?

Both can work. Both can fail. The choice affects how you position your business, how clients perceive your value, and how you spend your time. It shapes the kind of projects you attract and the type of relationships you build.

So let’s look at the pros and cons of each, and how you can decide what’s right for your production company.

Why packages appeal to video producers

If you’ve ever spent hours writing yet another quote from scratch, trying to guess what a client might spend, or chasing people who just want to get an idea of price, packages can sound like a relief.

Packages promise simplicity. You take what you offer and turn it into a clearly defined product. You might create three tiers: Bronze, Silver, and Gold. You outline what’s included in each, add a fixed cost, and suddenly the sales process feels far more streamlined.

This approach, often called a productised service, can make your business easier to understand. Prospects see the options, compare them, and can make a decision faster. Packages give a sense of structure and confidence, especially for buyers who haven’t commissioned much video before.

In a video production context, packages make sense when your projects are relatively repeatable. Think about corporate interviews, case study videos, training modules, product explainers, or event highlights. These jobs often follow a clear formula. The main variables are the shoot length, number of interviewees, edit time, and delivery format. When those parameters are consistent, packages can work well.

For example, a simple half-day shoot and one-day edit could form your base package. The next level might include a full-day shoot, motion graphics, and multiple deliverables. The top package could add additional crew, extra locations, or a planning session to refine the creative direction and distribution strategy.

For smaller or standardised projects, packages save you time. They reduce back-and-forth emails. They let you present pricing before you’ve spent hours writing a detailed quote. And they make it easier for clients to understand what’s involved.

Packages can also help your internal workflow. They allow you to systemise your production process, build consistent templates for briefs and edits, and train your team to deliver each tier predictably. In a busy production company, that can mean more projects running smoothly and fewer surprises.

The downsides of selling video packages

As attractive as packages sound, they come with real limitations.

The biggest risk is that they can make you look generic. Once you publish a fixed list of inclusions and prices, you invite comparison. Clients start matching your Silver package to another company’s Standard, and suddenly the focus shifts from quality, creativity, and results to pure price.

That’s not where you want to compete.

If your strength lies in creative strategy, storytelling, and understanding business objectives, a package grid can pull you down into the commodity layer of the market. It can make you look like a vendor rather than a partner.

Packages can also box you in operationally. Let’s say a client’s project needs more pre-production to clarify their message, or a different shooting style to suit their brand. If you stick rigidly to your package inclusions, it becomes harder to adjust scope and pricing without breaking your own model. You lose flexibility.

And then there’s perception. For some corporate or government clients, packages can make your business feel too transactional. It suggests speed and convenience rather than depth and strategy. That can be fine for smaller clients, but for larger organisations that need a thoughtful approach, it can create doubt about your professionalism or creative sophistication.

So while packages may save time, they can also limit your ability to demonstrate expertise, tailor solutions, and justify higher budgets.

Why customised proposals still matter

Custom proposals are the traditional way most production companies have sold their work. You talk to the client, ask questions, gather information, and create a tailored plan.

That process builds trust. It shows you’ve listened, understood their goals, and thought strategically about how video can help. It positions you as a consultant, not just a camera operator.

In many cases, custom proposals lead to better outcomes and bigger projects. When you understand why the video is being made, who it’s for, what success looks like, and how it will be used, you can design a concept that hits the mark. You can include options for repurposing content, integrating motion graphics, or adding cut-downs for social media. You can price based on the value the video delivers, not just the time it takes to make it.

This is where you move from being a supplier to a creative partner. And it’s where most of the high-budget, long-term relationships come from.

The challenge, of course, is time. Custom proposals take work. They require discovery calls, creative thinking, and detailed scoping before the project is confirmed. And sometimes, after all that effort, the prospect disappears.

That’s frustrating. You might have spent hours putting together a strong, strategic document, only to find out the client chose a cheaper option or postponed the project.

That emotional investment can wear you down, especially when you’re juggling multiple leads. It’s one reason many video business owners start to look for ways to simplify. Packages promise to remove that uncertainty. They let clients see options and self-select without you having to guess their budget.

Finding the balance in a real video production company

In practice, most established production companies end up using a hybrid of both systems.

That’s how I run Dream Engine. The majority of our work is proposal-based because our clients are medium to large corporates, government departments, and universities who need strategy, creative input, and professional service. They value the consultative process, and each project tends to have unique goals.

But there are also times when packages make sense. For example, when a lead comes in who’s early in the process, vague on scope, or just wants ballpark figures by email, sending a clear set of packages can save hours. It keeps the conversation moving and helps them understand what’s possible.

Packages also work well for repeat clients who already know you and trust your work. If you produce a large volume of similar videos for them, such as regular staff updates, training content, or event coverage, they often don’t want a detailed quote every time. Having a few standardised options makes their life easier and keeps things efficient for your team.

And sometimes, a well-designed package can serve as an easy entry point for new clients. A clear, affordable starting offer gives them a way to experience working with you. Once they see the process and the results, many will return for more complex, higher-value work that naturally moves into the proposal stage.

How to design effective video production packages

If you decide to build packages, treat it as a design project, not a quick pricing list. The best packages are clear, simple, and carefully thought through.

Start by identifying one or two services that are consistent, high-margin, and easy to explain. Case study videos often tick all three boxes. They follow a repeatable structure, deliver real value for clients, and are straightforward to price.

Then define the key variables that influence time and cost. For most video work, that’s shoot duration, edit complexity, number of deliverables, and level of creative input. Build your packages around those variables.

Write in plain English. Focus on outcomes, not technical details. Avoid listing too many inclusions or confusing clients with jargon. Make it immediately clear what each package delivers and how it helps.

Visually, a simple table with three side-by-side options works well. It lets prospects compare quickly and see the value difference between tiers. The lowest package should feel like a good starting point. The middle one should be the natural choice. The top one should demonstrate what’s possible when they invest more.

Be deliberate about pricing. Use your preferred option as the anchor and set the others around it. Make sure the structure protects your margins and that your team can deliver each package profitably.

And remember, simplicity on the surface often hides complexity behind the scenes. Crafting strong packages is hard work. You’ll need to test them, refine your wording, and adjust your scope as you gain experience. Many production companies create messy, confusing packages that do more harm than good. Keep yours clean, professional, and easy to understand.

When to use custom proposals

There are plenty of situations where custom proposals remain the best approach.

When the project involves multiple stakeholders, sensitive messaging, or high visibility, a package will feel too superficial. You need discovery and alignment. You need to understand the client’s objectives and constraints before you can price accurately.

Custom proposals also make sense when you’re pitching creative concepts, handling larger budgets, or managing complex logistics like multi-day shoots and multi-camera setups. These projects benefit from a consultative approach where you can justify your creative and technical decisions.

They’re also vital for positioning. If you want your company to be seen as a strategic partner that delivers outcomes, not just videos, your proposal is part of that story. It demonstrates the thinking, process, and professionalism behind your work.

How to decide which path to take

For each new opportunity, ask a few quick questions.

Is the project repeatable and easy to define? If yes, a package may fit.
Is the brief unique or high-stakes? Then write a custom proposal.
Is the prospect experienced and pressed for time? Packages can help them move quickly.
Are there multiple decision-makers involved? A discovery call and a tailored proposal will give you a better chance to align everyone.
Does the client value efficiency and convenience, or strategy and creative depth? Match your approach to what they value most.

You can also use packages as a qualification tool. If a prospect chooses a smaller package or stops responding, you haven’t wasted hours preparing a detailed document. If they show strong interest, you can step up to a discovery call and a full proposal.

The point is not to pick one method forever. It’s to use both deliberately. Packages for speed and clarity. Proposals for depth and strategy.

The positioning question underneath it all

At a deeper level, this decision is about what kind of video business you want to build.

Packages signal that you are efficient, accessible, and ready to move fast. They say, “We’ve done this before and we can deliver it smoothly.”

Custom proposals signal that you are thoughtful, consultative, and strategic. They say, “We’ll design something that fits your goals and makes an impact.”

Neither is wrong, but each sends a different message to the market.

If your focus is high-end corporate, government, or brand work, custom proposals will reinforce that positioning. If you’re running a leaner operation that prioritises volume, speed, and systemisation, packages can help. Many video companies sit somewhere in between, offering tailored creative for larger clients and packages for smaller or repeat projects.

The key is to be intentional. Know why you’re using each approach and what it communicates about your business.

Your strategy will evolve

The best approach will change as your business grows.

When you’re starting out, packages can help you get momentum. They make it easier for clients to say yes, help you test your pricing, and create repeatable systems. As your reputation and client base grow, customised proposals will become more valuable. They allow you to capture the worth of your experience, sell on outcomes rather than deliverables, and build deeper client partnerships.

You don’t need to choose one model and stick with it forever. Most established production companies benefit from having both tools ready. Use packages when clarity helps the client buy. Use proposals when depth helps you sell.

A few practical next steps

If you want to explore this balance, start small. Pick one type of video you produce often, such as case studies, short corporate promos, or live event highlights, and turn it into a clearly defined package. Keep it simple, professional, and high-value. Present it as a PDF or a web page you can send privately to prospects.

At the same time, review your proposal template. Make sure it tells a story. Start with the client’s goals, explain your approach, then outline scope, timeline, and investment. Keep it focused on outcomes, not just activities.

Over time, track what works best. Which clients respond well to packages? Which ones need a proposal? How do project values differ? Use data to refine your approach rather than relying on habit or guesswork.

Final thought

Packages and proposals are both tools for selling video production. Neither one is better in every situation. The right choice depends on your positioning, your client type, and the kind of business you want to build.

Packages offer structure, simplicity, and speed. Proposals offer trust, strategy, and depth. Use them both wisely. Know when to simplify and when to personalise. And remember that what you’re really selling isn’t just a video, but a solution that helps clients achieve something important.

Thinking about how to price and present your video services? Take a fresh look at your own process. Whether you’re leaning toward packages or proposals, clarity wins every time. If you’d like help refining yours, visit ryanspanger.com/coaching.