I am a partner in a production company here in phoenix and we have been around for 8 months. I recently was contacted by a friend who works for a local business, they are clearly profitable, expanding, doing well, etc... anyways, they wanted pricing for a 30 second ad for Colorado TV. Since my three other partners who handle the business were out of town I had to go meet with these people (I
As Nick B mentions, time is a factor. I do know folks who can knock out stuff fast but if it looks a "million bucks" and took sleepless nights, they charge like it.
If you charge too low, you'll get plenty of word of mouth business but they'll all expect that low rate. Even as beginners you want to make enough so that if you had a volume of this work, everyone taking part would make enough to pay off the gear you use, your rent and other living expenses. If you can't survive on what you're charging then you're too low even as a talented newbie. Just some thoughts when you think about price.