Which will be clearly outlined in the Licence to use form like so:
Our Base Usage Rate (BUR) - and how we determine what the fee would be, for us to produce and then provide you with our images, for you to use.
Because our goal is very simple: to provide you with the best images possible, to not only meet your needs but to exceed them too, whenever possible.
So far so good.
However, putting a price on that is not quite so simple.
Because there are more than 100 different ways to shoot any subject – from quick snap-shots using just a basic camera, through to full production staged shots using larger camera systems, lights, models, stylists, etc, etc – which basically means, depending on which way we choose to shoot it, that will in some way or other, not only affect our costs but also what the real value of the images may be worth to you too.
So the first big question usually is: How good do the images actually need to be, to meet your usage requirements ?
As it's your usage requirements that will ultimately determine what the images are worth to you - and so naturally that needs to come first - since we are looking at producing these images for you to use and give you a price here for that.
So first things first - which means we first need to take into account what all you need to use the images for - the 3 main things being: the Media use, the Period of use & the Territory of use - as well as the number of images you need to use - as it's this information that we will then be using to help us determine what we need to do, to ensure we get it right here for you.
And so this is were the Association of Photographer's BUR pricing system comes into play – as it helps us determine what the value of the images may be worth to you and therefore what the fee should be, to ensure we get it right for you.
The BUR figure is therefore our starting point, when being asked to quote a fee.
It’s our estimated basic production costs, to produce images that would be suitable (or good enough) for normal standard use.
(Standard use is considered to be either: 2 media for 1 year or 1 media for 2 years, in 1 country).
So we start by working-out what our basic production costs would be first, by taking the following things into account:
Pre production time.
Post production time.
Crew / Assistant.
Stylist / Hair / Make-up.
DVD & back-up.
Prints / Contact sheets.
Location / Studio fee.
Sets / Expendable.
Courier / P&P.
Actors / Models.
Travel / Fuel.
(Please note: some of these things may not apply - it's simply a check-list to help us work-out what our basic costs would be, to finance the project to a standard level).
And that then becomes our base rate figure - which we refer to as our Base Usage Rate (BUR).
(Or if we divide is figure by the number of images we plan to produce, then that would become our BUR per image figure.)
Then using the Association of Photographer's guidelines - which can also be found in their book Beyond the Lens - we workout what the fee would need to be, for us to produce the type of images you are going to need, to meet your actual usage requirements.
So the fee we quote will be based on the use of our work - as opposed to our basic costs to take some pictures.