Hey Dessicant, thanks for the compliment, and yes... if you look into the current costs of running this business (per year)... they are more than what most people make in an entire year. Between the labor and payroll services, office, branding materials, insurance, and actual equipment to run the business it really adds up. However, there was a strategy going into this and an actual business plan. I didn't just go out buying things in the beginning when my income wasn't as high, and my demand was not where it is now. I didn't want to invest in everything I saw and be in debt and being tied up financially. So to be able to compete I used to subcontract a lot of options I offered at first. I marketed it well, even sometimes taking a loss on it so that it would get booked and I could show it off. Once I saw demand for it (and had it booked on enough upcoming gigs to pay off most of the investment into it) I would waste no time to make the investments myself. I subcontracted uplighting, multimedia tv options, and photo booth's at first. Currently I also have Percussionists and lounge furniture that I subcontract... but maybe book once a year due to its unique nature and just have it so people see that I do it.
This is why I believe there is no excuse in bettering your business and its offerings. Even if you don't make a penny on it, it looks so much better when people come to you and they see that you offer a multitude of items and you don't appear "basic". Even if a particular client doesn't book it, perhaps after rocking their event, they might have friends who come to you and might find interest in one of those items. That's how my growth happened from a sales perspective... From 2008-2011 I offered no subcontracting options (think a basic dj)... my avg event price was relatively low at around $1000 an event... but in 2011 I started to offer it all... and while I made very little profit on em, it changed the impression of my business, and slowly but surely people were booking them and my avg event price went up year over year by about 10-15%. Now just about every event I do has some sort of add on options and my avg booking price for 2017 is holding steady at $2700.
Most of these threads on here are about little nuances in day to day situations, which in reality don't affect the success of a brand. Things like brand perception, performance and energy, customer service, marketing tools and ideas, vision, etc I believe provide more to a businesses success than if you took a request or not for that drunk guest.
Agree with all of this. I have decided to prematurely purchase some things that I don't need, especially lighting, but that is because there is a 2 year learning curve on really using lighting to its best advantage. DMX and the correct software to do what I want to do was the first challenge, and I quickly noticed that all the usual lighting controllers and stuff that you see in a GC or PSSL catalog is insufficient to really control lights creatively. It is an absolute art form to do this right, and there is no way I could rent the lights and software and learn it all. I need the stuff in my house where I can play with it every day. So I went out and bought 4 pairs of moving heads that have different characteristics and design possibilities, as well as 40 or so uplights, and am busy learning how to program them creatively. Unbelievable fun I might add. If I had discovered this when I was 20, I would have never ended up in the real estate game. Most DJ light shows I see in the gig logs are what professional lighting designers refer to as "flash and trash". I quickly developed a distaste for that and prefer to learn a more theatrical approach to lighting my events. We'll see how that goes, as it's a much bigger topic than I imagined at first. But too much fun and at 59, you take the fun where you can find it!
