Acknowledgments
Introduction
Chapter 1: The Three-Day Weekend Beach Party: A Short History of E-Media
Chapter 2: Pick a Card, Any Card: Matching Media to the Clients' Need
The Four Most Important Questions
The Four Stages of Production
Chapter 3: Catch-23: Getting Your First Job
Step 1: Make a List of Possible Employers
Step 2: Call Each Employer on the Phone Regularly and Offer Your Services as a Free Intern
Step 3: Go to the Job Interview
Step 4: Once You Start Work as an Intern
Step 5: Be Alert to Opportunities
Step 6: Once You've Established Your Value to the Workplace, Ask for a Letter of Recommendation
Chapter 4: Cut It Loose, Bruce: Starting Your Own Business
Making a Killer Show Reel or Portfolio
Honing the Blade
The Basic Presentation
Qualifying the Value of a Meeting
Choosing the Weapons Compliment
Presentation Structure
Winding Up the Meeting
When the First Meeting Drags On
When Presentations Turn to Bid
Final Notes on Presentations
Chapter 5: Dialing for Dollars: How to Get and Keep Clients
Building a Client List
Company Size
Directories
Preparing Your Script
Responses to Your Script
Tending to Your Records
What Are Your Calls Worth?
Making an Initial Contact
After You Meet a Client
How to Treat a Bid Contract
Managing Your Clients
The Introductory Letter
Your Company Brochure and Web Site
Chapter 6: Bid, Baby Bid: How to Budget and Bid
The RFP
Breaking Down the RFP
No Spreadsheet?
Massaging the Budget
The Time and Materials (T&M) Budget
The Sizzle
The Elements of a Proposal
Ideas versus Production
Chapter 7: A Fool for a Client: Legal Issues in E-Media
Your Goals
Criminal Law and the Media
Avoid Getting Sued
The Production Contract
Chapter 8: The Meanies of Production: How to Build Your Studio
Equipment and Software Obsolescense
Amortization
Burn Rate
Just Enough Equipment
The Heart of All Media Production--The Computer
The Print Designer's Toolkit
The Web Site Designer's Toolkit
The CD-ROM Producer's Toolkit
Video Producer's Toolkit
DVD Producer's Toolkit
Chapter 9: Five Fingers in a Pickle Jar: Managing Crews and Getting Paid
Finding Talent
Subcontractor: Competitor or Partner?
Controlling Prices of Freelancers and Subcontractors
Paying Freelancers
Creative Control
Deliverables
Keeping Everyone in the Loop
Communicating With the Client
Eat It
Keeping Good Records
Disagreements With a Client
The Final Presentation
Sending Invoices
Collecting Invoices Due
Epilogue
Index
