VO-BB - 20 YEARS OLD!

Jason Huggins

So I was up for yearly subscription for undisclosed P2P dot com, and I wanted to really determine my ROI on that P2P. Here is some of what I calculated.

In the last year I auditioned for 1226 projects (most custom auditions). Each audition takes me approximately 5 minutes (some more, some less).

So... 1226 auditions at 5 minutes = 6130 minutes or about 102 hours

Total earnings from unsaid site was roughly $2500

Multiple clients were repeat clients, so that added around another $2500 to the mix.

The projects (22 total) that I did for the clients took about 30 minutes (on average) with two projects that took 4 hours, so let's add 14 hours.

SO...

In total I spent $300 and 116 hours to pick up $5000 in VO work

($5000-$300)/116 = $40.51/hr

Better than my day job...but I am on the fence about whether I want to spend that 116 hours this year (roughly 12% of my time) on auditions or more effective marketing.

Zach Meissner · Posted: Wed May 01, 2013 4:45 pm Post subject:

Thanks for sharing this Jason! I'm sure I'm not the only greenhorn out there who's had limited experience with p2p, and wondered what real world returns could look like.

For me this is telling because I'm asking the never ending 'marketing' vs auditioning question myself and wondering if p2p is worth it for time vs return.

You're numbers aren't wasted on me Smile

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captain54 · Lucky 700 Joined: 30 Jan 2006 Posts: 744 Location: chicago

1) 1226 auditions and 22 projects ? that's 55:1, auditions/jobs...
2) 5 minutes average per audition? that seems like a very short amount of time per audition..

in both cases, the math doesn't quite add up for me..
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jsgilbert · Posted: Wed May 01, 2013 8:47 pm Post subject:

Between scanning available auditions, pulling up the scripts, (modest analysis), recording, editing, uploading, etc., I can't see how 5 minutes per audition is anywhere a realistic figure.
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heyguido · Posted: Wed May 01, 2013 9:03 pm Post subject:

Don't be too hard on him, guys....

There weren't supposed to be any maths in VO. Wink

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Jason Huggins · Posted: Wed May 01, 2013 10:14 pm Post subject:

In my experience, it's been closer to 1% on auditions to jobs on P2P. That number (22) was both auditioned for jobs and referrals. Trust me...those numbers are 100% accurate. That math may not add up for YOU, but we aren't the same person...so we probably won't have the same booking ratio. I probably auditioned for quite a few projects that I wasn't completely suited for (because what's a 5-minute gamble..ya never know).

What is your average ratio on P2P?

As for audition time, I've developed a very efficient P2P auditioning system. I quickly glance at jobs as they come in (15 seconds maybe) and don't browse the listings after they've been sitting, if they are a reasonable fit (and price) I'll record a 30-60 second sample (depending on the script). I typically don't make a lot of mistakes in a single minute, so editing is pretty quick. I've also streamlined the editing, and it doesn't take me more than about 45 seconds to have a 60 second audition bounced as an mp3. So, on average, I spend 2-3 minutes analyzing the script, 1-2 minute recording and 1 minute (or less) editing.

Could it be 7 minutes? Maybe, but I've streamlined everything other than the performance (which is where I take time if I need time) so that I don't spend any time editing or uploading or pulling scripts.

I could time myself, but then I'd be subconsciously trying to race the clock, and it's skew the numbers and mess up the performance. I'll watch the clock a little closer this week and see how close I am.

I also didn't take into account communicating with clients, writing content, updating sites, or dealing with accounting, so those figures aren't entirely accurate...which is why the title is what it is.

This post is by NO MEANS trying to discuss the merit or folly of a P2P site. I ain't goin' there. Just thought I'd share some rough calculations that went into my pipe for a smoke.

Bailey · Posted: Wed May 01, 2013 10:31 pm Post subject:

I've found that numbers are easy. It's the quesstimating that gets tricky.
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Jen Gosnell · Posted: Wed May 01, 2013 11:08 pm Post subject:

Jason, thanks. Your numbers push me even farther in the direction I've been leaning, which is that for me and my current situation, most P2P sites are not likely to provide a good ROI. It's pretty clear that good old fashioned marketing is going to be my more productive route.

So am I right that you average 20 hrs/week on VO? Mostly nights and weekends? Just curious. Smile

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Jason Huggins · Posted: Wed May 01, 2013 11:21 pm Post subject:

Starting this year, I am 40/hr per week all day every day VO. I did the nights and weekends for a while, but I've been blessed enough to be able to quit my job.

heyguido · Posted: Thu May 02, 2013 4:51 am Post subject:

Kudos to ya, Jason, for taking the time to question the ROI in the 1st place.

Smart move.

I, like others, question the true validity of the numbers, and suspect the actual return may be somewhat less than you've estimated.

My best guesstimate is that the majority of those on p2p sites spend their days doing busy work for returns that are much less, if anything at all.

And, now, I, like Bish, will attempt NOT to get dragged into further discussion of this subject. Inoccent

Piñata, meet hornet's nest.... Embarrassed

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Lee Gordon · Posted: Thu May 02, 2013 5:09 am Post subject:

One thing that can bring down the average time spent on P2Ps is when the job poster requires only a generic demo. Then it's just a couple of mouse clicks and Bob's your uncle. Problem is, most of the most jobs are booked on the basis of a custom audition. At least, that's been my experience. YMMV.
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Kristin Lennox · Flight Attendant Joined: 30 Apr 2011 Posts: 858

I don't use the P2Ps as audition factories. I only submit auditions when I have the time AND if it's a very good fit for my voice AND there's potential for repeat work. So I don't audition a lot. Smile

In 2012, my audition-to-job ratio was about 13:1, and of the jobs I got, 50% led to more work. All of the jobs were at or above my typical rates, so I know the time spent doing them was worth it. I'm just always trying to get that audition-to-job ratio lower (this year, I'm at about 10:;1, so far).

Of course, my daughter's stats put me to shame -- she got a 3:1 success rate going. And don't think she doesn't rub it in...
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markt · Been Here Awhile Joined: 14 Aug 2009 Posts: 217

This may be oversimplifying things, but perhaps the more selective and focused one is in the audition process, the better the ratio will be.
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Jason Huggins · Posted: Thu May 02, 2013 7:56 am Post subject:

That's the lesson I'm taking away. I audition WAY too much for jobs that I'm not perfect for.

To skew the numbers even more, 3/4 of those auditions were before I was full time, and would audition as 42/75 (because I had to wait till I got home or send a generic demo). My listen rate is dramatically higher (from around 50% to around 80%) since I went full time. Last May, I was not auditioning nearly as effectively as I am now. If that was broken down by quarter, you'd see an increase in my booking ratio for sure, as I've developed as a VO, I've developed better demos, and I've started learning my niche.

The ROI ($4700 on a $300 investment) wasn't too bad. Sure the hourly rate is not accurate...it was really just for kicks, but 15.7:1 isn't a bad return. It's the time spent that has to be decreased, because the return on THAT investment could definitely use some improvement.

I've minimized my audition time, now I just need to make sure I am selective about auditions. If I could cut the amount of time I spend in half with the same $$$ return then I'd be good to go.

Ben Amos · Posted: Thu May 02, 2013 8:40 am Post subject:

I believe that J. Michael Collins said that the very top Voices.com talent are lucky to break 10% booking. I was lucky at first if I did that ratio on my Thumbs Up: Bookings, but it's all relative. Right now, there are 13 of 16 Thumbs Up auditions that are simply "Closed." Theoretically, the call could come for any one of those. They got my audition. They know where to find me.

I've given up on tracking any level of stats on V123. If it's a good fit, I audition. If they like me, they'll call. Steven Lowell left a HUGE hole there. Since his departure, there's been virtually no grooming of the job posters as to ranking auditions/feedback.
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