Pricing a video production project sounds simple until hidden costs, vague expectations, and poor communication begin to surface. Many businesses focus only on the final quote without understanding what goes into it.
The result? Delays, budget overruns, and disappointing content. Here are five common ways companies mess up their video production services when quoting incorrectly and how to avoid each one.
Underestimating the Project Scope
Underestimating the project scope is one of the biggest mistakes in video production quoting. A short promotional video may seem straightforward, but factors like scripting, location scouting, multiple shooting days, drone footage, and post-production edits can quickly increase the workload.
When clients expect "just a simple video" without defining the details, the quote often becomes unrealistic from the start setting up both parties for frustration down the line.
Always begin with a detailed creative brief that breaks down every deliverable - number of shooting days, locations, interview setups, graphics, music, revisions, and final formats. Price each element individually before combining into a final quote.
Ignoring Revision Limits
Endless edits are one of the hidden killers of video production profitability. Without clearly defining how many revisions are included, projects can drag on for weeks, causing frustration for both the client and the production team.
Ignoring revision limits can destroy both timelines and budgets, and is one of the most common sources of conflict in the client-producer relationship.
Specify the number of included revision rounds in the contract - typically two rounds is standard. Clearly state that additional revisions are billed at an hourly rate, and get written approval from the client before starting each phase of post-production.
"Professional video production is not just about owning a camera - it's about strategy, creativity, and execution. Price accordingly."
Choosing the Cheapest Option
Some businesses compare video production quotes based only on price. Choosing the cheapest option may save money initially, but poor audio, weak storytelling, or low-quality editing can damage a brand's image in ways that are difficult to recover from.
Professional video production is not just about owning a camera - it's about strategy, creativity, and execution. The gap between a KES 15,000 quote and a KES 150,000 quote is not just equipment; it's experience, artistic direction, and accountability.
Evaluate quotes based on portfolio quality, client references, and the level of detail in the proposal - not just the bottom line. Ask each provider to walk you through exactly what their quote includes and what it doesn't.
Failing to Discuss Licensing and Usage Rights
Another common issue is failing to discuss licensing and usage rights upfront. Music, stock footage, voiceovers, and even actors may come with usage restrictions. If these costs are not included in the quote from the start, unexpected legal or financial issues can appear later - sometimes long after the video has been published.
This is particularly important for corporate and commercial content that will run as paid advertising, where licensing requirements are stricter and penalties for misuse can be significant.
Include a dedicated section on usage rights in your contract. Clarify where, how long, and on which platforms the video will be used - and price the licensing accordingly. When in doubt, use royalty-free music libraries and original footage.
Poor Communication During the Quoting Process
Finally, poor communication during the quoting process often leads to disappointment. If the production company does not fully understand the client's vision, target audience, and goals, the final product may miss the mark entirely - even if it was technically well-executed.
A clear creative brief and transparent discussions are essential before any quote is approved. The quoting conversation is also a discovery conversation, and skipping it is one of the most expensive mistakes a production house can make.
Schedule a dedicated pre-production call or meeting before finalising any quote. Use a structured brief template that covers objectives, target audience, tone, deliverables, platforms, and approval process. Both parties should sign off on the brief before any invoice is raised.
In video production, accurate quoting is more than a pricing exercise - it's the foundation of a successful project. Clear expectations, honest communication, and detailed planning help both clients and creators avoid costly mistakes while producing content that truly delivers results.
At Jaydan Horizons KE, our quoting process starts with a thorough conversation. We'd rather spend an extra hour understanding your needs than lose a week to miscommunication. Let's get it right from the start.
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