Usage rates for commercials/ads (cont'd)

Hmm it seems my reply on the other post has been pending for about 3 weeks, so I'll just post it here since I feel it's an important one. The bolded content is your comment, Angela, with my responses underneath.

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I've been thinking about your response since it was posted 9 months ago in June '16. Here are my responses:

We created our business model based on the audience we want to target. If you've been working with us for a certain amount of time, you'll notice that most of the projects we get are on a smaller scale than the projects you're referring to.

This was true in the earlier days. But as the quality of the VB platform improves, more big-name clients are using the site. I've worked with several Fortune 500 companies in just the last month thru Voicebunny.

Like I mentioned, a usage feature would address both small AND large clients. In a simple, easy-to-use way.

Because of this, we have built a system that makes the process of getting a voice over product simpler for those who need it but are not sure of how to get it. The success that our platform has achieved throughout the years has been thanks to the system and policies we have built based on this premise. One of the most important reasons why our clients prefer our platform is because we're really easy to use and the process to get a voice over is less complicated than going to an agency.

Simplicity isn't an issue. Utilizing a "usage" feature is only as complicated as you want it to be. Imagine having a single drop-down menu while clients are choosing their project specs. It says, "What size markets will this be used?" then have rates adjusted automatically.

It doesn't need to be any more complicated than the platform currently is =).

I don't think you need to replicate an agency model. I just think voice actors ought to be compensated fairly.

Fair compensation is really what's at the heart of this discussion. It is morally wrong (and a little insulting) for a voice actor to be paid the same rate for a radio spot that's airing for a population of 300 versus a population of 3,000,000.

Since we offer clients the chance to get a recording from the voice actor of their choice with a specific script, asking for applications to their projects would make the process much more complicated.

It doesn't need to be. It could be as simple as a drop-down menu or a multiple-choice answer. Piece of cake!

This process might reach the wrong client base for which our current platform and business model would not work. A good example I can find to explain this model is Amazon. When you need a microphone to record, you can go to Amazon and the service won't ask what you'll use it for. You put your order for the desired mic and Amazon will contact the seller, send it over to you and, in the end, the product is yours for whatever you want to do with it. Now, if what you need is just to get a mic, then the easiest and fastest way to get it is to head over to Amazon. However, if what you need is help with choosing a microphone to record voice overs and would actually need guidance, to listen to the microphone, see if it suits your vocal range etc., Amazon may not be the best place to make your purchase.

If I'm understanding, you are Amazon in this analogy, yes? If so, two thoughts here:

1) I disagree. Amazon has competition just like anyone: Sweetwater, Musician's Friend, B&H Supply, etc. All of which I've used before because of various reasons: faster, easier, better warranty, etc.

2) We need to distinguish between a *tool* and a *recording*. You are correct that I don't have to pay more for a microphone based on usage, because the mic is the tool.

However, the *recording* I make WITH the microphone -- I absolutely have to pay more for that. Usage is always a factor with the end recording. 

Voicebunny clients aren't purchasing tools; they are purchasing recordings. Therefore, usage ought to be a factor.

Our service works in a similar way. We offer our clients the possibility to get a recording of their script to make it easy and fast for people who just need a voice over. We give them some help and guidance submitting the projects, but that’s how our business model works. When clients need something that goes beyond that scope (like getting directed sessions with the voice actors, for example) maybe they should try other services to complete their project.

This is exactly the problem. There is no incentive for a company to use another platform when they can get it done at VB for 1/100th of the price.

Usage does not go beyond the scope of the Voicebunny platform, for the reasons I've mentioned above.

A usage feature is just like adding any new feature: it's only as complicated as you want it to be. If you want it to be simple, it will be simple. If you want it to be complicated, it will be complicated.

It doesn't require taking the company or vision in a new direction -- it only requires a simple, effective solution for clients.