Production company takes on the challenges of business in New York City

Brooklyn, NY-based film production company TERRA Visuals is an award-winning creator of films, documentaries, commercials, music videos and still photography. Since its founding in February 2020, the company has quickly risen in the industry and has already worked with Amazon, Hulu and Columbia Sportswear, among many others.

TERRA Visuals' company mission, set by founder Lisa Janae, is to generate work that is grounded in social commentary and that connects marginalized stories and experiences across film, television and digital platforms. Recent projects include a film about the struggles of Black women facing fertility challenges and a coming-of-age story of one of the most highly decorated Black female war veterans in history.

Operating a small production business in New York City isn't easy, Janae acknowledges, but their experience has taught them a tremendous amount about how to stay competitive and do work they are proud of. "The market is saturated with production companies, and we have to convince clients we are capable of creating the project they want, even if we have not done a project precisely like theirs before," they explain. "We try to keep on top of constantly evolving equipment needs and convey our creative talents and commitment to the stories we help to tell."

Based on their experience, Janae offers tips for other business owners who run a company in a competitive industry.

Tip: Be prepared with the right financing

Film production in New York City presents expensive logistical challenges, which have taught Janae the importance of having sufficient company funding. They work closely with a network of talented contractors, pulling together crews based on the experience and skills each project needs. This is just one of the many expenses they face operating their company in a big city.

"Many people in NYC don't have cars, and the cost of transporting equipment and crew is huge," they say. "It is always a significant line item, and we need financing to cover this and other expenses associated with our projects."

Janae funded the work of TERRA Visuals through personal savings and project specific grants from organizations such as NYC Artist Corps and Sony Alpha Female+. These grants helped fund TERRA's short-form documentary "Common Characters," a profile of New York City-based artist Willie the Genius.

Based on her experience and what they see other business owners face, Janae emphasized the importance of finding expert support to determine what funding you need and how to secure it. "There were a lot of aspects of business that I didn't know about when I started the company," Janae says. "I know I'm talented and I know I can deliver but I needed help to find the resources required to make things happen."

They say that people of color in particular may benefit from advice and support about available funding, since they have historically been less likely than other entrepreneurs to have financial backing. "Research shows that nearly half of the businesses started by women during the pandemic are minority owned," they note. "But we typically have less access to funding."

Bottom line: Consider a wide variety of financing options to support your business and ensure you have the resources to cover business-building expenses. The right funding for you might be a grant, a business loan, a line of credit or a business credit card. Consult with your accountant or business banker to learn about available funding sources and what options are best to ensure good cash flow as your business grows.

Tip: Lean on experienced peers

Janae recommends that business owners try to find an industry contact who can operate as a sounding board or guidepost based on experience in a similar business.

Janae also found a wealth of information through online film communities for women and Black filmmakers. A particularly helpful resource is Array Crew, a database of film crew professionals that focuses on connecting women, people of color and people from underrepresented backgrounds with producers and studios. They also relied on Brown Girls Doc Mafia, a network for women and nonbinary people of color in the documentary industry.

"As a Black, queer artist I need to know how to advocate for myself and find opportunities for our talent," Janae explains. "The industry is still predominantly white and male, and it can feel as though you are not seen."

Bottom line: Look for online and offline communities of people in your industry who can share advice to support you as your company grows. Many established professionals are willing to share what they have learned from years in a business like yours. Be prepared to look for someone who can provide experienced insight and don't hesitate to keep searching until you find the right resource.

Tip: Be organized and consider automation

Before Janae started TERRA Visuals, they admit that they didn't fully realize the extent of the commitment needed to run a small business. "Work-life balance didn't exist in the beginning. I used to occupy my mind with how to grow the business and find new clients," they say. "Now I've learned that I have to take breaks to refuel my creativity."

Organization has played an important role in running TERRA Visuals efficiently and having time for all-important breaks from work. Janae says they work with an accountant to make sure the company's books are in order and that it stays in compliance with New York's city and state business tax regulations. To make best use of their resources, they use Adobe software to automate contract creation and are actively searching for a payroll solution.

Looking to the future, Janae plans to keep upgrading TERRA's film equipment to stay competitive. They also hope to bring on full-time employees to handle back-end operations of the business and expand company efforts in the community to help train and inspire youth interested in filmmaking.

Creatively, Janae aspires to move more into narrative film work. "I love the work of filmmakers such as Jordan Peele and Michaela Coel," they say, noting an affection for science fiction and psychological thrillers. "I admire films that are entertaining and weave in social commentary."

Bottom line: When your business is organized and automated you make fewer mistakes and have more time to focus on company priorities. You'll also have more time and energy for creative problem-solving and breaks to recharge your business-building skills. Look for opportunities to automate manual tasks such as contract creation, payroll or other work you do repeatedly in your company.