The Business of Video Production
How to Transform Your Video Business in 90 Days
The short version
- Review the business instead of waiting for conditions to improve.
- Choose a focused period for making practical changes.
- Build momentum through a regular rhythm of action.
Last week on the podcast, I talked about something that’s been weighing on me, and, I think, on a lot of people in our industry.
The video production industry is changing quickly.
AI is progressing at a pace that’s hard to keep up with.
Clients are becoming more cost-conscious, more ROI-driven, and, frankly, more ruthless.
More work is being outsourced or handled by clients’ in-house teams.
And just being “good at what you do” no longer guarantees consistent work.
It feels like the rules of the game are being rewritten.
And for many video production business owners, it’s unsettling.
We can’t keep saying “So far, so good” while we’re in freefall. At some point, we have to prepare for the landing.
Listen to this episode
Listen on SpotifySo... What Do You Do?
If you’re a video production business owner, here’s what I believe:
This is not the time to panic.
But it is the time to act.
To stop hoping things will return to how they were.
And instead, start building a business that can thrive in the world as it is now, not how we wish it would be.
That means:
Letting go of passive strategies like relying solely on referrals
Taking a hard look at what’s working (and what’s not) in your sales, marketing, pricing, and positioning
Stepping up as a strategic partner, not just a technician-for-hire
And most importantly, creating a rhythm for taking action and building momentum, week by week
I’ve developed a weekly plan to help you work through those changes.
You’ll focus on one part of the business at a time.
The work needs to fit alongside your client projects.
Let me walk you through it.
What to Work on Over the Next 90 Days
We’re already one quarter into the year.
And if your business still feels like it did last year: scattered, inconsistent, reactive, it’s not too late.
In fact, the next 90 days could be a turning point.
The key is focus.
Instead of trying to fix everything at once, or chasing shiny tactics that don’t stick, I believe in working step by step. Focusing on one area of your business each week, and making consistent progress with support and accountability.
Here’s the structure I follow:
Week-by-Week: A Strategic Reset for Your Business
Week 1: Vision & Commitment
Set a clear intention for the next 90 days. Get specific about what success looks like for you, and commit to the steps that will get you there.
Week 2: Sales & Prospecting
Build a warm prospecting list and learn how to approach clients without coming across as pushy or desperate. Sales doesn’t have to feel awkward when it’s values-driven.
Week 3: Website Review
Is your video production website doing its job? You’ll make improvements to build trust, communicate your value, and convert visitors into leads.
Week 4: Client Research & Reviews
Use the ASK Method to understand your audience better, and gather powerful testimonials and proof points that speak directly to what your clients care about.
Week 5: LinkedIn Foundations
Optimise your profile and your content strategy to attract the right clients and start warm conversations with decision-makers.
Week 6: Showreel & Portfolio
Refine your showreel and case studies so that they don’t just look good, but help you stand out as the go-to provider in your niche.
Week 7: Content Strategy
Create a simple, repeatable strategy to stay visible and relevant, using AI to help you produce high-quality content efficiently.
Week 8: Financial Clarity
Get a clear picture of your pricing, profit margins, and cash flow. Make smart decisions based on your numbers, not gut feel.
Week 9: Crafting Your Offer
Package your services in a way that’s clear, compelling, and profitable. Make it easy for clients to say yes.
Week 10: LinkedIn Advanced
Go beyond the basics. Use direct outreach and content positioning to create real business opportunities.
Week 11: Sales Process
Build a simple, non-salesy sales process that gives you confidence in every client conversation, and increases your win rate.
Week 12: Website Refinements
Reevaluate and make final improvements so your site reflects everything you’ve built over the last two months.
Week 13: Integration & Long-Term Strategy
Put all the pieces together and develop a roadmap to sustain your progress in the future.
Why This Works
This approach is effective because:
You’re doing the work during the sessions, not just learning
You’re not doing it alone, you’re part of a supportive, like-minded community
You get feedback, accountability, and momentum
And you focus on work that improves your sales, marketing and delivery
Most importantly, it gives you structure, so you’re not waking up every day wondering, “What should I be doing to grow my business?”
Make Time for the Work
There’s no quick fix here. No “secret formula.”
But there is a path forward.
One where you:
Feel clear and in control of your business
Know how to consistently bring in the right clients
Have a strong foundation that supports you, not drains you
And stop relying on hope as a strategy
The Time to Act Is Now
There’s a line I keep coming back to from last week’s episode:
“We don’t get to choose the times we live in. We only get to choose what we do with the time that’s been given to us.”
Decide what you want to do with the next three months.
The industry is changing, yes.
But there’s still so much opportunity for those willing to evolve.
So ask yourself: What could your business look like 90 days from now if you started today?
What could you finish if you put time aside each week?
I believe in this industry.
And I believe in the people building businesses within it.
But only if we’re willing to let go of the old assumptions and build something stronger for what’s next.
Ready to Make the Next 90 Days Count?
If this post resonated with you, and you’re ready to stop winging it and start building a stronger, more strategic video production business, then I’d love to invite you to learn more about the 90-Day Business Transformation.
You’ll work on your business during the sessions, with feedback from me and a group of other production company owners.
Click here to learn more and register → https://www.ryanspanger.com/transformation
Ryan Spanger
I’m a filmmaker, business owner and coach. In 2002, I started my video production business, Dream Engine. Having built Dream Engine into a well-established national business, I mentor video production company owners, helping them grow their businesses with confidence.
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