We’re back with another episode of Creatives Grab Coffee, the podcast on the business of video production hosted by Lapse Productions. In this episode, we sit down with Israel Bonequi, founder of IND Films in Montreal, Quebec, to talk about niching down, educating clients, pricing challenges, and the process of building a cutting-edge virtual production studio.
Watch/Listen to Episode 101
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If you prefer reading, keep scrolling for highlights, key insights, and takeaways.
👉 Looking for more behind-the-scenes conversations with creative leaders? Explore the full Creatives Grab Coffee Episodes Library or check out our Podcast hub on the Lapse Productions website.
Key Takeaways from Episode #102
In Episode 102 of Creatives Grab Coffee featuring Israel Bonequi of IND Films, we dive into the realities of building a sustainable video production business in Montreal and beyond. Here are the biggest lessons from the conversation:
1. The Pitfalls of Being a “Jack of All Trades”
Israel shared how starting as a full-service creative (offering graphic design, web, photography, and video) diluted his positioning. Clients only saw him for fragments of his capabilities. This mirrors our own journey at Lapse Productions where niching down in video production created stronger client trust and long-term growth.
2. Why Focusing on a Niche Creates Authority
Eventually, IND Films narrowed into medical and industrial video production. These sectors value precision, budgets are more defined, and clients understand the ROI of video. This aligns with how we position ourselves in industries like healthcare and manufacturing. Niching isn’t about limiting opportunities—it’s about maximizing expertise and credibility.
3. Pricing Psychology and Client Education
Israel opened up about the mental hurdle of raising rates when you love what you do. Charging more felt “unfair,” even though the work demanded it. The reality? Underpricing often backfires—clients may distrust “cheap” quotes. At Lapse Productions, we’ve seen the same: educating clients on value helps avoid the “client education tax” where cutting corners ends up costing them more.
4. The Power of Asking “Why”
IND Films stresses the importance of asking clients why they want a video before jumping into production. This strategic approach often reveals whether they need one polished piece—or an ongoing campaign of content. For marketers and businesses, this is a reminder that video isn’t just a deliverable—it’s a strategy. If you’re considering your next campaign, explore our video services to see how a well-structured approach can drive results.
5. Marketing Lessons: Ads, SEO, and Leads
Israel highlighted challenges with Google Ads—where form submissions often came from job seekers, not leads. Switching toward LinkedIn marketing generated better traction. For production companies, this reinforces that not all clicks are equal. As discussed in past episodes, finding the right distribution strategy is as important as the video itself.
