{"version":"1.0.0","segments":[{"speaker":"female announcer","startTime":3.6,"endTime":6.45,"body":"Live from mo"},{"speaker":"female announcer","startTime":3.6,"endTime":6.45,"body":"lights studios in the heartland"},{"speaker":"female announcer","startTime":6.45,"endTime":10.29,"body":"of America, it's your Monday"},{"speaker":"female announcer","startTime":6.45,"endTime":10.29,"body":"morning jolt of hot photography"},{"speaker":"female announcer","startTime":10.29,"endTime":13.65,"body":"tips with a frothy topping of"},{"speaker":"female announcer","startTime":10.29,"endTime":13.65,"body":"the latest product news from"},{"speaker":"female announcer","startTime":13.65,"endTime":17.94,"body":"Godox. Mo light and more."},{"speaker":"female announcer","startTime":13.65,"endTime":17.94,"body":"Welcome to the Monday morning"},{"speaker":"female announcer","startTime":17.94,"endTime":22.23,"body":"cup of Mo with your host, the"},{"speaker":"female announcer","startTime":17.94,"endTime":22.23,"body":"man who put the MO in MoLight"},{"speaker":"female announcer","startTime":22.29,"endTime":23.64,"body":"Michael Mowbray."},{"speaker":"Michael Mowbray","startTime":30.03,"endTime":31.92,"body":"Good morning"},{"speaker":"Michael Mowbray","startTime":30.03,"endTime":31.92,"body":"and welcome to the Monday"},{"speaker":"Michael Mowbray","startTime":31.92,"endTime":34.89,"body":"morning cup of Mo. I'm your"},{"speaker":"Michael Mowbray","startTime":31.92,"endTime":34.89,"body":"host, Michael Mowbray. Each"},{"speaker":"Michael Mowbray","startTime":34.89,"endTime":39.0,"body":"week, I pour a cup of coffee and"},{"speaker":"Michael Mowbray","startTime":34.89,"endTime":39.0,"body":"I explore a single topic related"},{"speaker":"Michael Mowbray","startTime":39.0,"endTime":41.76,"body":"to professional photography."},{"speaker":"Michael Mowbray","startTime":39.0,"endTime":41.76,"body":"Thank you for joining me this"},{"speaker":"Michael Mowbray","startTime":41.76,"endTime":45.78,"body":"week. So what are we talking"},{"speaker":"Michael Mowbray","startTime":41.76,"endTime":45.78,"body":"about? We're gonna be talking"},{"speaker":"Michael Mowbray","startTime":45.78,"endTime":49.71,"body":"about studios, more"},{"speaker":"Michael Mowbray","startTime":45.78,"endTime":49.71,"body":"specifically, actually having a"},{"speaker":"Michael Mowbray","startTime":49.71,"endTime":53.64,"body":"studio space. So here's the"},{"speaker":"Michael Mowbray","startTime":49.71,"endTime":53.64,"body":"question, is having a physical"},{"speaker":"Michael Mowbray","startTime":53.64,"endTime":59.88,"body":"Studio A dying concept? And if"},{"speaker":"Michael Mowbray","startTime":53.64,"endTime":59.88,"body":"so, why? Hmm, let's talk about"},{"speaker":"Michael Mowbray","startTime":59.88,"endTime":63.09,"body":"that. Here are my thoughts."},{"speaker":"Michael Mowbray","startTime":59.88,"endTime":63.09,"body":"First of all, yes, it seems like"},{"speaker":"Michael Mowbray","startTime":63.09,"endTime":65.61,"body":"more photographers are working"},{"speaker":"Michael Mowbray","startTime":63.09,"endTime":65.61,"body":"without a commercial studio"},{"speaker":"Michael Mowbray","startTime":65.61,"endTime":69.9,"body":"space. So many are shooting"},{"speaker":"Michael Mowbray","startTime":65.61,"endTime":69.9,"body":"entirely on location, whether"},{"speaker":"Michael Mowbray","startTime":69.9,"endTime":73.08,"body":"outdoors or in a client's home"},{"speaker":"Michael Mowbray","startTime":69.9,"endTime":73.08,"body":"or in an office space or"},{"speaker":"Michael Mowbray","startTime":73.08,"endTime":75.78,"body":"wherever they're just not"},{"speaker":"Michael Mowbray","startTime":73.08,"endTime":75.78,"body":"shooting it up actual studio"},{"speaker":"Michael Mowbray","startTime":75.78,"endTime":79.5,"body":"space. And I'm seeing many of my"},{"speaker":"Michael Mowbray","startTime":75.78,"endTime":79.5,"body":"friends and acquaintances in the"},{"speaker":"Michael Mowbray","startTime":79.5,"endTime":82.86,"body":"industry downsizing from larger"},{"speaker":"Michael Mowbray","startTime":79.5,"endTime":82.86,"body":"brick and mortar spaces to home"},{"speaker":"Michael Mowbray","startTime":82.86,"endTime":87.45,"body":"studios. So it does kind of"},{"speaker":"Michael Mowbray","startTime":82.86,"endTime":87.45,"body":"appear on the surface, that"},{"speaker":"Michael Mowbray","startTime":87.93,"endTime":92.46,"body":"there's kind of a progression,"},{"speaker":"Michael Mowbray","startTime":87.93,"endTime":92.46,"body":"or regression or downgrade"},{"speaker":"Michael Mowbray","startTime":92.46,"endTime":94.62,"body":"session. Hey, that's there's a"},{"speaker":"Michael Mowbray","startTime":92.46,"endTime":94.62,"body":"word for a downgrade"},{"speaker":"Michael Mowbray","startTime":95.73,"endTime":99.42,"body":"from having commercial studio"},{"speaker":"Michael Mowbray","startTime":95.73,"endTime":99.42,"body":"space to having something else."},{"speaker":"Michael Mowbray","startTime":100.11,"endTime":104.94,"body":"Well, while this seems to be"},{"speaker":"Michael Mowbray","startTime":100.11,"endTime":104.94,"body":"more of the norm, I'm also at"},{"speaker":"Michael Mowbray","startTime":104.94,"endTime":108.9,"body":"the same time seeing a lot of"},{"speaker":"Michael Mowbray","startTime":104.94,"endTime":108.9,"body":"photographers looking to jump"},{"speaker":"Michael Mowbray","startTime":108.9,"endTime":113.46,"body":"from being location only, or"},{"speaker":"Michael Mowbray","startTime":108.9,"endTime":113.46,"body":"from a home studio into a retail"},{"speaker":"Michael Mowbray","startTime":113.46,"endTime":117.69,"body":"space. So there are people"},{"speaker":"Michael Mowbray","startTime":113.46,"endTime":117.69,"body":"moving both ways. So what's"},{"speaker":"Michael Mowbray","startTime":117.69,"endTime":120.69,"body":"dominant, hard to tell unless"},{"speaker":"Michael Mowbray","startTime":117.69,"endTime":120.69,"body":"you're going to do some heavy"},{"speaker":"Michael Mowbray","startTime":120.69,"endTime":124.17,"body":"duty industry research which,"},{"speaker":"Michael Mowbray","startTime":120.69,"endTime":124.17,"body":"you know, PPA, professional"},{"speaker":"Michael Mowbray","startTime":124.17,"endTime":127.17,"body":"photographers of America does"},{"speaker":"Michael Mowbray","startTime":124.17,"endTime":127.17,"body":"from time to time. And they"},{"speaker":"Michael Mowbray","startTime":127.17,"endTime":130.53,"body":"might have a better grasp on"},{"speaker":"Michael Mowbray","startTime":127.17,"endTime":130.53,"body":"this. But from what I'm seeing,"},{"speaker":"Michael Mowbray","startTime":130.53,"endTime":133.08,"body":"and from some research, I've"},{"speaker":"Michael Mowbray","startTime":130.53,"endTime":133.08,"body":"done some actual statistical"},{"speaker":"Michael Mowbray","startTime":133.08,"endTime":136.98,"body":"research, hey, imagine that I'm"},{"speaker":"Michael Mowbray","startTime":133.08,"endTime":136.98,"body":"seeing more and more people who"},{"speaker":"Michael Mowbray","startTime":136.98,"endTime":141.36,"body":"are moving away from having a"},{"speaker":"Michael Mowbray","startTime":136.98,"endTime":141.36,"body":"physical studio space. So but it"},{"speaker":"Michael Mowbray","startTime":141.36,"endTime":145.23,"body":"doesn't seem to be solely a one"},{"speaker":"Michael Mowbray","startTime":141.36,"endTime":145.23,"body":"way progression, or migration"},{"speaker":"Michael Mowbray","startTime":145.23,"endTime":148.65,"body":"perhaps is a better word for it."},{"speaker":"Michael Mowbray","startTime":145.23,"endTime":148.65,"body":"While it appears that more"},{"speaker":"Michael Mowbray","startTime":148.65,"endTime":151.05,"body":"people are moving away from"},{"speaker":"Michael Mowbray","startTime":148.65,"endTime":151.05,"body":"having retail studio space,"},{"speaker":"Michael Mowbray","startTime":151.05,"endTime":154.29,"body":"there still are a number of"},{"speaker":"Michael Mowbray","startTime":151.05,"endTime":154.29,"body":"people who are looking to have a"},{"speaker":"Michael Mowbray","startTime":154.29,"endTime":157.17,"body":"studio space. So why is that"},{"speaker":"Michael Mowbray","startTime":154.29,"endTime":157.17,"body":"happening? What's happening?"},{"speaker":"Michael Mowbray","startTime":157.17,"endTime":161.28,"body":"What's what's going on to make"},{"speaker":"Michael Mowbray","startTime":157.17,"endTime":161.28,"body":"this happen? I think it's simply"},{"speaker":"Michael Mowbray","startTime":161.28,"endTime":164.34,"body":"a function of the growth curve"},{"speaker":"Michael Mowbray","startTime":161.28,"endTime":164.34,"body":"that successful photographers"},{"speaker":"Michael Mowbray","startTime":164.34,"endTime":168.0,"body":"experience. Makes sense. Lots of"},{"speaker":"Michael Mowbray","startTime":164.34,"endTime":168.0,"body":"people start photography"},{"speaker":"Michael Mowbray","startTime":168.0,"endTime":173.19,"body":"businesses, and they achieve a"},{"speaker":"Michael Mowbray","startTime":168.0,"endTime":173.19,"body":"little success. And a sub subset"},{"speaker":"Michael Mowbray","startTime":173.19,"endTime":175.8,"body":"of those start to experience"},{"speaker":"Michael Mowbray","startTime":173.19,"endTime":175.8,"body":"something more akin to"},{"speaker":"Michael Mowbray","startTime":175.8,"endTime":179.73,"body":"exponential success, meaning"},{"speaker":"Michael Mowbray","startTime":175.8,"endTime":179.73,"body":"their growth is rapid. They're"},{"speaker":"Michael Mowbray","startTime":179.73,"endTime":183.15,"body":"getting booked up. So they raise"},{"speaker":"Michael Mowbray","startTime":179.73,"endTime":183.15,"body":"their prices. Ideally, they"},{"speaker":"Michael Mowbray","startTime":183.15,"endTime":185.64,"body":"raise their prices, they should"},{"speaker":"Michael Mowbray","startTime":183.15,"endTime":185.64,"body":"be raising their prices, they"},{"speaker":"Michael Mowbray","startTime":185.64,"endTime":188.64,"body":"still get booked up. And then"},{"speaker":"Michael Mowbray","startTime":185.64,"endTime":188.64,"body":"clients want to shoot your"},{"speaker":"Michael Mowbray","startTime":188.64,"endTime":192.21,"body":"round. And it becomes harder and"},{"speaker":"Michael Mowbray","startTime":188.64,"endTime":192.21,"body":"harder to squeeze the demand"},{"speaker":"Michael Mowbray","startTime":192.21,"endTime":196.89,"body":"into decent weather or into nice"},{"speaker":"Michael Mowbray","startTime":192.21,"endTime":196.89,"body":"days or into the timeframe that"},{"speaker":"Michael Mowbray","startTime":196.89,"endTime":200.49,"body":"you have set aside for sessions."},{"speaker":"Michael Mowbray","startTime":196.89,"endTime":200.49,"body":"Maybe you're working part time,"},{"speaker":"Michael Mowbray","startTime":200.82,"endTime":204.51,"body":"and your schedule is really"},{"speaker":"Michael Mowbray","startTime":200.82,"endTime":204.51,"body":"compressed because of that, or"},{"speaker":"Michael Mowbray","startTime":204.6,"endTime":208.08,"body":"clients start to request more"},{"speaker":"Michael Mowbray","startTime":204.6,"endTime":208.08,"body":"indoor portraits. There's a lot"},{"speaker":"Michael Mowbray","startTime":208.08,"endTime":212.61,"body":"of reasons. At some point. For"},{"speaker":"Michael Mowbray","startTime":208.08,"endTime":212.61,"body":"those of you who experienced"},{"speaker":"Michael Mowbray","startTime":212.61,"endTime":214.95,"body":"that kind of growth, there comes"},{"speaker":"Michael Mowbray","startTime":212.61,"endTime":214.95,"body":"a point where they have to make"},{"speaker":"Michael Mowbray","startTime":214.95,"endTime":218.55,"body":"a decision. Do they invest in"},{"speaker":"Michael Mowbray","startTime":214.95,"endTime":218.55,"body":"commercial space to help"},{"speaker":"Michael Mowbray","startTime":218.55,"endTime":224.19,"body":"accommodate the the demand? Or"},{"speaker":"Michael Mowbray","startTime":218.55,"endTime":224.19,"body":"do they raise prices again, to"},{"speaker":"Michael Mowbray","startTime":224.19,"endTime":227.91,"body":"help manage demand? Or the do"},{"speaker":"Michael Mowbray","startTime":224.19,"endTime":227.91,"body":"they do both? It's a tough"},{"speaker":"Michael Mowbray","startTime":227.91,"endTime":231.33,"body":"decision. It's one I went"},{"speaker":"Michael Mowbray","startTime":227.91,"endTime":231.33,"body":"through back in 2003. Yeah,"},{"speaker":"Michael Mowbray","startTime":231.33,"endTime":234.15,"body":"sounds like a lifetime ago feels"},{"speaker":"Michael Mowbray","startTime":231.33,"endTime":234.15,"body":"like a lifetime ago, actually,"},{"speaker":"Michael Mowbray","startTime":234.75,"endTime":238.62,"body":"when my business was really"},{"speaker":"Michael Mowbray","startTime":234.75,"endTime":238.62,"body":"starting to take off. I was kind"},{"speaker":"Michael Mowbray","startTime":238.62,"endTime":241.5,"body":"of attracted to the glamour of"},{"speaker":"Michael Mowbray","startTime":238.62,"endTime":241.5,"body":"having a retail space, I"},{"speaker":"Michael Mowbray","startTime":241.5,"endTime":244.8,"body":"admitted. It can be a big"},{"speaker":"Michael Mowbray","startTime":241.5,"endTime":244.8,"body":"statement to have a beautiful"},{"speaker":"Michael Mowbray","startTime":244.8,"endTime":250.29,"body":"retail space. And at that time,"},{"speaker":"Michael Mowbray","startTime":244.8,"endTime":250.29,"body":"remember, this was 2003 all the"},{"speaker":"Michael Mowbray","startTime":250.29,"endTime":253.11,"body":"big name successful"},{"speaker":"Michael Mowbray","startTime":250.29,"endTime":253.11,"body":"photographers had retailed"},{"speaker":"Michael Mowbray","startTime":253.14,"endTime":258.27,"body":"studio spaces, it seemed that in"},{"speaker":"Michael Mowbray","startTime":253.14,"endTime":258.27,"body":"order to achieve success, I"},{"speaker":"Michael Mowbray","startTime":258.27,"endTime":262.68,"body":"would need to have a retail"},{"speaker":"Michael Mowbray","startTime":258.27,"endTime":262.68,"body":"studio as well. But then I began"},{"speaker":"Michael Mowbray","startTime":262.68,"endTime":265.77,"body":"to run the numbers. And being a"},{"speaker":"Michael Mowbray","startTime":262.68,"endTime":265.77,"body":"creative guy. I actually am a"},{"speaker":"Michael Mowbray","startTime":265.77,"endTime":269.13,"body":"numbers guy too. I just have to"},{"speaker":"Michael Mowbray","startTime":265.77,"endTime":269.13,"body":"flip that switch in my brain."},{"speaker":"Michael Mowbray","startTime":269.37,"endTime":272.01,"body":"And I come from a business"},{"speaker":"Michael Mowbray","startTime":269.37,"endTime":272.01,"body":"background to me. I was an"},{"speaker":"Michael Mowbray","startTime":272.01,"endTime":275.04,"body":"executive at an ad agency for"},{"speaker":"Michael Mowbray","startTime":272.01,"endTime":275.04,"body":"many years before I became a"},{"speaker":"Michael Mowbray","startTime":275.07,"endTime":277.83,"body":"professional photographer so I"},{"speaker":"Michael Mowbray","startTime":275.07,"endTime":277.83,"body":"can run the numbers actually, I"},{"speaker":"Michael Mowbray","startTime":277.83,"endTime":281.73,"body":"was also headed up our research"},{"speaker":"Michael Mowbray","startTime":277.83,"endTime":281.73,"body":"department as well. I started to"},{"speaker":"Michael Mowbray","startTime":281.73,"endTime":285.45,"body":"crunch some numbers, and I"},{"speaker":"Michael Mowbray","startTime":281.73,"endTime":285.45,"body":"determined what rent would cost."},{"speaker":"Michael Mowbray","startTime":285.84,"endTime":289.86,"body":"Then I learned all about a term"},{"speaker":"Michael Mowbray","startTime":285.84,"endTime":289.86,"body":"called triple net. So those of"},{"speaker":"Michael Mowbray","startTime":289.86,"endTime":293.58,"body":"you who have leased spaces know"},{"speaker":"Michael Mowbray","startTime":289.86,"endTime":293.58,"body":"what I'm talking about triple"},{"speaker":"Michael Mowbray","startTime":293.58,"endTime":297.18,"body":"net. That's a fun thing, isn't"},{"speaker":"Michael Mowbray","startTime":293.58,"endTime":297.18,"body":"it? It's all the things you have"},{"speaker":"Michael Mowbray","startTime":297.18,"endTime":302.34,"body":"to pay on top of rent. Like Real"},{"speaker":"Michael Mowbray","startTime":297.18,"endTime":302.34,"body":"estate taxes, or building"},{"speaker":"Michael Mowbray","startTime":302.34,"endTime":306.9,"body":"insurance and maintenance. So"},{"speaker":"Michael Mowbray","startTime":302.34,"endTime":306.9,"body":"those things that you might be"},{"speaker":"Michael Mowbray","startTime":306.9,"endTime":310.47,"body":"attracted by Oh, wow, that rents"},{"speaker":"Michael Mowbray","startTime":306.9,"endTime":310.47,"body":"not that that high. Yeah, you"},{"speaker":"Michael Mowbray","startTime":310.47,"endTime":314.76,"body":"can maybe almost double your"},{"speaker":"Michael Mowbray","startTime":310.47,"endTime":314.76,"body":"lease costs with all these other"},{"speaker":"Michael Mowbray","startTime":314.76,"endTime":318.06,"body":"charges that could be added on"},{"speaker":"Michael Mowbray","startTime":314.76,"endTime":318.06,"body":"like, oh, maybe you live in a"},{"speaker":"Michael Mowbray","startTime":318.06,"endTime":321.63,"body":"northern climate and there's"},{"speaker":"Michael Mowbray","startTime":318.06,"endTime":321.63,"body":"snow removal, you got to pay for"},{"speaker":"Michael Mowbray","startTime":321.63,"endTime":325.44,"body":"that. You have to pay for a"},{"speaker":"Michael Mowbray","startTime":321.63,"endTime":325.44,"body":"portion of the building"},{"speaker":"Michael Mowbray","startTime":325.44,"endTime":327.99,"body":"maintenance, you know, if it's"},{"speaker":"Michael Mowbray","startTime":325.44,"endTime":327.99,"body":"got a leaky roof, some of that's"},{"speaker":"Michael Mowbray","startTime":327.99,"endTime":331.41,"body":"coming out of your checkbook. So"},{"speaker":"Michael Mowbray","startTime":327.99,"endTime":331.41,"body":"there's a lot of other things"},{"speaker":"Michael Mowbray","startTime":331.41,"endTime":336.66,"body":"that can be added on above,"},{"speaker":"Michael Mowbray","startTime":331.41,"endTime":336.66,"body":"rental or the lease costs. So be"},{"speaker":"Michael Mowbray","startTime":336.69,"endTime":339.9,"body":"very aware of that. And that can"},{"speaker":"Michael Mowbray","startTime":336.69,"endTime":339.9,"body":"really jack up the monthly and"},{"speaker":"Michael Mowbray","startTime":339.9,"endTime":343.53,"body":"annual cost of leasing a space."},{"speaker":"Michael Mowbray","startTime":339.9,"endTime":343.53,"body":"So the more I ran the numbers,"},{"speaker":"Michael Mowbray","startTime":343.53,"endTime":345.75,"body":"the more I started to put the"},{"speaker":"Michael Mowbray","startTime":343.53,"endTime":345.75,"body":"brakes on renting a space, I was"},{"speaker":"Michael Mowbray","startTime":345.75,"endTime":349.29,"body":"looking at 1000s of dollars each"},{"speaker":"Michael Mowbray","startTime":345.75,"endTime":349.29,"body":"month for the cost of the spaces"},{"speaker":"Michael Mowbray","startTime":349.29,"endTime":352.89,"body":"I looked into, because y'all you"},{"speaker":"Michael Mowbray","startTime":349.29,"endTime":352.89,"body":"need a fair amount of space to"},{"speaker":"Michael Mowbray","startTime":352.89,"endTime":356.55,"body":"have a decent portrait studio,"},{"speaker":"Michael Mowbray","startTime":352.89,"endTime":356.55,"body":"right, got to have the space for"},{"speaker":"Michael Mowbray","startTime":356.55,"endTime":359.31,"body":"all the gear and, and I wanted"},{"speaker":"Michael Mowbray","startTime":356.55,"endTime":359.31,"body":"to be able to photograph a large"},{"speaker":"Michael Mowbray","startTime":359.31,"endTime":362.94,"body":"family. So I needed to have even"},{"speaker":"Michael Mowbray","startTime":359.31,"endTime":362.94,"body":"bigger space. So as you start to"},{"speaker":"Michael Mowbray","startTime":362.94,"endTime":366.03,"body":"run all those numbers and"},{"speaker":"Michael Mowbray","startTime":362.94,"endTime":366.03,"body":"looking at bigger space, a"},{"speaker":"Michael Mowbray","startTime":366.03,"endTime":369.45,"body":"there's not as many spaces"},{"speaker":"Michael Mowbray","startTime":366.03,"endTime":369.45,"body":"available, be in the spaces that"},{"speaker":"Michael Mowbray","startTime":369.45,"endTime":373.74,"body":"are available are kind of"},{"speaker":"Michael Mowbray","startTime":369.45,"endTime":373.74,"body":"pricey. So I started looking at"},{"speaker":"Michael Mowbray","startTime":373.74,"endTime":376.14,"body":"that it was 1000s of dollars"},{"speaker":"Michael Mowbray","startTime":373.74,"endTime":376.14,"body":"each month for the cost of the"},{"speaker":"Michael Mowbray","startTime":376.14,"endTime":381.24,"body":"space, and realized that money"},{"speaker":"Michael Mowbray","startTime":376.14,"endTime":381.24,"body":"would need to come from"},{"speaker":"Michael Mowbray","startTime":381.24,"endTime":384.12,"body":"increased profits, because that"},{"speaker":"Michael Mowbray","startTime":381.24,"endTime":384.12,"body":"was an expense I didn't"},{"speaker":"Michael Mowbray","startTime":384.12,"endTime":389.19,"body":"currently have. So if I'm going"},{"speaker":"Michael Mowbray","startTime":384.12,"endTime":389.19,"body":"to be paying, let's say $4,000 a"},{"speaker":"Michael Mowbray","startTime":389.19,"endTime":394.2,"body":"month, for my lease for my"},{"speaker":"Michael Mowbray","startTime":389.19,"endTime":394.2,"body":"retail space, plus all the"},{"speaker":"Michael Mowbray","startTime":394.2,"endTime":397.5,"body":"triple net costs and all that"},{"speaker":"Michael Mowbray","startTime":394.2,"endTime":397.5,"body":"kind of stuff, I determined I'd"},{"speaker":"Michael Mowbray","startTime":397.5,"endTime":402.03,"body":"need to increase sales by at"},{"speaker":"Michael Mowbray","startTime":397.5,"endTime":402.03,"body":"least $10,000 per month just to"},{"speaker":"Michael Mowbray","startTime":402.03,"endTime":405.78,"body":"offset these additional costs."},{"speaker":"Michael Mowbray","startTime":402.03,"endTime":405.78,"body":"Because you're not just swapping"},{"speaker":"Michael Mowbray","startTime":405.78,"endTime":408.3,"body":"dollar for dollar, you gotta be"},{"speaker":"Michael Mowbray","startTime":405.78,"endTime":408.3,"body":"doing it out of you know, some"},{"speaker":"Michael Mowbray","startTime":408.3,"endTime":411.96,"body":"profit, because you'd have other"},{"speaker":"Michael Mowbray","startTime":408.3,"endTime":411.96,"body":"costs tied into those $10,000,"},{"speaker":"Michael Mowbray","startTime":411.96,"endTime":415.77,"body":"you got lab costs, maybe you've"},{"speaker":"Michael Mowbray","startTime":411.96,"endTime":415.77,"body":"got an assistant, you've got"},{"speaker":"Michael Mowbray","startTime":415.8,"endTime":418.38,"body":"equipment that you're trying to"},{"speaker":"Michael Mowbray","startTime":415.8,"endTime":418.38,"body":"pay for, you've got insurance,"},{"speaker":"Michael Mowbray","startTime":418.38,"endTime":421.71,"body":"you've got health insurance,"},{"speaker":"Michael Mowbray","startTime":418.38,"endTime":421.71,"body":"you've got to pay yourself to, I"},{"speaker":"Michael Mowbray","startTime":421.71,"endTime":426.78,"body":"didn't just have to raise my"},{"speaker":"Michael Mowbray","startTime":421.71,"endTime":426.78,"body":"sales by $4,000 a month to pay"},{"speaker":"Michael Mowbray","startTime":426.78,"endTime":430.02,"body":"for $34,000 a month in rent, I"},{"speaker":"Michael Mowbray","startTime":426.78,"endTime":430.02,"body":"would have to raise it by at"},{"speaker":"Michael Mowbray","startTime":430.02,"endTime":434.07,"body":"least $10,000. So I start to"},{"speaker":"Michael Mowbray","startTime":430.02,"endTime":434.07,"body":"look at that. And how realistic"},{"speaker":"Michael Mowbray","startTime":434.07,"endTime":437.94,"body":"is that? Well, I like to equate"},{"speaker":"Michael Mowbray","startTime":434.07,"endTime":437.94,"body":"that to how many additional"},{"speaker":"Michael Mowbray","startTime":437.94,"endTime":441.39,"body":"eight by 10s, I would have to"},{"speaker":"Michael Mowbray","startTime":437.94,"endTime":441.39,"body":"sell. Now you could always do"},{"speaker":"Michael Mowbray","startTime":441.39,"endTime":444.54,"body":"it, while portraits are more"},{"speaker":"Michael Mowbray","startTime":441.39,"endTime":444.54,"body":"weddings or whatever. But I like"},{"speaker":"Michael Mowbray","startTime":444.54,"endTime":448.5,"body":"to put it in terms of eight by"},{"speaker":"Michael Mowbray","startTime":444.54,"endTime":448.5,"body":"10s. That was an additional 208"},{"speaker":"Michael Mowbray","startTime":448.5,"endTime":454.8,"body":"by 10s per month that I would"},{"speaker":"Michael Mowbray","startTime":448.5,"endTime":454.8,"body":"have to sell, Whoa, that's a lot"},{"speaker":"Michael Mowbray","startTime":454.8,"endTime":460.2,"body":"eight by 10s per month. And as I"},{"speaker":"Michael Mowbray","startTime":454.8,"endTime":460.2,"body":"looked more and more at that, it"},{"speaker":"Michael Mowbray","startTime":460.2,"endTime":464.94,"body":"was like, am I going to be able"},{"speaker":"Michael Mowbray","startTime":460.2,"endTime":464.94,"body":"to do that. And to me even more"},{"speaker":"Michael Mowbray","startTime":464.94,"endTime":470.88,"body":"important to that than that was"},{"speaker":"Michael Mowbray","startTime":464.94,"endTime":470.88,"body":"how much harder was I going to"},{"speaker":"Michael Mowbray","startTime":470.88,"endTime":475.47,"body":"have to work to pay for the"},{"speaker":"Michael Mowbray","startTime":470.88,"endTime":475.47,"body":"additional costs, without"},{"speaker":"Michael Mowbray","startTime":475.47,"endTime":478.23,"body":"gaining anything more, I"},{"speaker":"Michael Mowbray","startTime":475.47,"endTime":478.23,"body":"wouldn't be gaining any more"},{"speaker":"Michael Mowbray","startTime":478.23,"endTime":480.84,"body":"profit, I wouldn't be gaining"},{"speaker":"Michael Mowbray","startTime":478.23,"endTime":480.84,"body":"anything more other than maybe a"},{"speaker":"Michael Mowbray","startTime":480.84,"endTime":484.11,"body":"little bit of an ego boost. So I"},{"speaker":"Michael Mowbray","startTime":480.84,"endTime":484.11,"body":"started to look at that. And I"},{"speaker":"Michael Mowbray","startTime":484.11,"endTime":488.28,"body":"said, you know, I don't know"},{"speaker":"Michael Mowbray","startTime":484.11,"endTime":488.28,"body":"that I want to do that. And then"},{"speaker":"Michael Mowbray","startTime":488.28,"endTime":492.12,"body":"also the retail space. As"},{"speaker":"Michael Mowbray","startTime":488.28,"endTime":492.12,"body":"opposed to having a home studio."},{"speaker":"Michael Mowbray","startTime":492.75,"endTime":496.41,"body":"There's an expectation from your"},{"speaker":"Michael Mowbray","startTime":492.75,"endTime":496.41,"body":"customers that you have set"},{"speaker":"Michael Mowbray","startTime":496.44,"endTime":500.85,"body":"hours and that they can walk in."},{"speaker":"Michael Mowbray","startTime":496.44,"endTime":500.85,"body":"So you're looking at having"},{"speaker":"Michael Mowbray","startTime":500.85,"endTime":503.58,"body":"employee costs unless you're"},{"speaker":"Michael Mowbray","startTime":500.85,"endTime":503.58,"body":"going to be there all the time."},{"speaker":"Michael Mowbray","startTime":503.58,"endTime":506.91,"body":"Well, what if you've got a"},{"speaker":"Michael Mowbray","startTime":503.58,"endTime":506.91,"body":"location shoot from two to four?"},{"speaker":"Michael Mowbray","startTime":507.75,"endTime":511.32,"body":"Do you need somebody to man the"},{"speaker":"Michael Mowbray","startTime":507.75,"endTime":511.32,"body":"retail studio or do you lock it"},{"speaker":"Michael Mowbray","startTime":511.32,"endTime":515.19,"body":"up. So there's all kinds of"},{"speaker":"Michael Mowbray","startTime":511.32,"endTime":515.19,"body":"other costs rolled into that."},{"speaker":"Michael Mowbray","startTime":515.94,"endTime":519.36,"body":"Then I also realize if I had a"},{"speaker":"Michael Mowbray","startTime":515.94,"endTime":519.36,"body":"retail space in see where I'm"},{"speaker":"Michael Mowbray","startTime":519.36,"endTime":522.78,"body":"going with this, by the way, I"},{"speaker":"Michael Mowbray","startTime":519.36,"endTime":522.78,"body":"would be at the whim of the"},{"speaker":"Michael Mowbray","startTime":522.78,"endTime":527.16,"body":"landlord. They could raise the"},{"speaker":"Michael Mowbray","startTime":522.78,"endTime":527.16,"body":"rent every year if they wanted"},{"speaker":"Michael Mowbray","startTime":527.16,"endTime":531.12,"body":"to about the way the lease was"},{"speaker":"Michael Mowbray","startTime":527.16,"endTime":531.12,"body":"written. Or, or they could try"},{"speaker":"Michael Mowbray","startTime":531.12,"endTime":534.57,"body":"to force me to sign a long term"},{"speaker":"Michael Mowbray","startTime":531.12,"endTime":534.57,"body":"lease to help lock in the"},{"speaker":"Michael Mowbray","startTime":534.6,"endTime":537.6,"body":"monthly costs. But then I'm"},{"speaker":"Michael Mowbray","startTime":534.6,"endTime":537.6,"body":"locked into a lease for five"},{"speaker":"Michael Mowbray","startTime":537.6,"endTime":541.26,"body":"years, maybe I don't want to be"},{"speaker":"Michael Mowbray","startTime":537.6,"endTime":541.26,"body":"locked in for five years. Or"},{"speaker":"Michael Mowbray","startTime":541.26,"endTime":544.53,"body":"they could opt to not renew my"},{"speaker":"Michael Mowbray","startTime":541.26,"endTime":544.53,"body":"lease in favor of a different"},{"speaker":"Michael Mowbray","startTime":544.53,"endTime":550.02,"body":"tenant. Or I could pay rent for"},{"speaker":"Michael Mowbray","startTime":544.53,"endTime":550.02,"body":"20 years. And at the end of the"},{"speaker":"Michael Mowbray","startTime":550.02,"endTime":555.6,"body":"20 years what what I own for all"},{"speaker":"Michael Mowbray","startTime":550.02,"endTime":555.6,"body":"the rent money I spent nothing,"},{"speaker":"Michael Mowbray","startTime":555.96,"endTime":560.55,"body":"zip, no equity other than maybe"},{"speaker":"Michael Mowbray","startTime":555.96,"endTime":560.55,"body":"the brand value of the location"},{"speaker":"Michael Mowbray","startTime":560.55,"endTime":566.01,"body":"of where I was. So once again,"},{"speaker":"Michael Mowbray","startTime":560.55,"endTime":566.01,"body":"that could be changed at the"},{"speaker":"Michael Mowbray","startTime":566.01,"endTime":570.33,"body":"whim of the landlord. Well, that"},{"speaker":"Michael Mowbray","startTime":566.01,"endTime":570.33,"body":"became pretty unattractive in a"},{"speaker":"Michael Mowbray","startTime":570.33,"endTime":575.25,"body":"hurry. So I looked at what are"},{"speaker":"Michael Mowbray","startTime":570.33,"endTime":575.25,"body":"the alternatives that I looked"},{"speaker":"Michael Mowbray","startTime":575.25,"endTime":578.61,"body":"into adding a studio onto my"},{"speaker":"Michael Mowbray","startTime":575.25,"endTime":578.61,"body":"home. I had been operating a"},{"speaker":"Michael Mowbray","startTime":578.61,"endTime":583.2,"body":"small studio space out of my"},{"speaker":"Michael Mowbray","startTime":578.61,"endTime":583.2,"body":"basement like most people start"},{"speaker":"Michael Mowbray","startTime":583.56,"endTime":587.07,"body":"seven and a half foot ceilings"},{"speaker":"Michael Mowbray","startTime":583.56,"endTime":587.07,"body":"so had a four by six softbox in"},{"speaker":"Michael Mowbray","startTime":587.07,"endTime":590.88,"body":"there that was interesting. But"},{"speaker":"Michael Mowbray","startTime":587.07,"endTime":590.88,"body":"that wasn't going to suffice it"},{"speaker":"Michael Mowbray","startTime":590.88,"endTime":594.39,"body":"for the increase in business and"},{"speaker":"Michael Mowbray","startTime":590.88,"endTime":594.39,"body":"traffic I was seeing I was"},{"speaker":"Michael Mowbray","startTime":594.39,"endTime":597.96,"body":"already putting some stress our"},{"speaker":"Michael Mowbray","startTime":594.39,"endTime":597.96,"body":"home and our family life just"},{"speaker":"Michael Mowbray","startTime":597.96,"endTime":601.68,"body":"from the traffic you know taking"},{"speaker":"Michael Mowbray","startTime":597.96,"endTime":601.68,"body":"class threw my home all day long"},{"speaker":"Michael Mowbray","startTime":601.68,"endTime":605.91,"body":"when I also had young children"},{"speaker":"Michael Mowbray","startTime":601.68,"endTime":605.91,"body":"was not a very feasible concept."},{"speaker":"Michael Mowbray","startTime":606.45,"endTime":610.83,"body":"So as I look more at this,"},{"speaker":"Michael Mowbray","startTime":606.45,"endTime":610.83,"body":"fortunately, my home is situated"},{"speaker":"Michael Mowbray","startTime":610.83,"endTime":615.12,"body":"on a half acre lot. So I had"},{"speaker":"Michael Mowbray","startTime":610.83,"endTime":615.12,"body":"room for expansion. And if I"},{"speaker":"Michael Mowbray","startTime":615.12,"endTime":618.15,"body":"built an addition onto my home,"},{"speaker":"Michael Mowbray","startTime":615.12,"endTime":618.15,"body":"that would be space that I"},{"speaker":"Michael Mowbray","startTime":618.15,"endTime":623.31,"body":"owned, the money I'm spending"},{"speaker":"Michael Mowbray","startTime":618.15,"endTime":623.31,"body":"towards that addition towards"},{"speaker":"Michael Mowbray","startTime":623.31,"endTime":628.35,"body":"that mortgage is going towards"},{"speaker":"Michael Mowbray","startTime":623.31,"endTime":628.35,"body":"equity in something that I own"},{"speaker":"Michael Mowbray","startTime":628.38,"endTime":630.96,"body":"that I would eventually own."},{"speaker":"Michael Mowbray","startTime":628.38,"endTime":630.96,"body":"Because let's be honest, the"},{"speaker":"Michael Mowbray","startTime":630.96,"endTime":635.79,"body":"bank owns it until you do. But I"},{"speaker":"Michael Mowbray","startTime":630.96,"endTime":635.79,"body":"wouldn't have a landlord. And I"},{"speaker":"Michael Mowbray","startTime":635.79,"endTime":638.82,"body":"would also again, as I"},{"speaker":"Michael Mowbray","startTime":635.79,"endTime":638.82,"body":"mentioned, have the equity in"},{"speaker":"Michael Mowbray","startTime":638.82,"endTime":642.63,"body":"the building. So as I started to"},{"speaker":"Michael Mowbray","startTime":638.82,"endTime":642.63,"body":"explore this possibility, I"},{"speaker":"Michael Mowbray","startTime":642.63,"endTime":646.56,"body":"found new challenges. Of course,"},{"speaker":"Michael Mowbray","startTime":642.63,"endTime":646.56,"body":"the cost of construction was"},{"speaker":"Michael Mowbray","startTime":646.56,"endTime":651.33,"body":"one, as I started to spec things"},{"speaker":"Michael Mowbray","startTime":646.56,"endTime":651.33,"body":"out, I realized that the cost of"},{"speaker":"Michael Mowbray","startTime":651.33,"endTime":654.24,"body":"the addition was going to be"},{"speaker":"Michael Mowbray","startTime":651.33,"endTime":654.24,"body":"more than I paid for my original"},{"speaker":"Michael Mowbray","startTime":654.24,"endTime":658.23,"body":"house 10 years before that."},{"speaker":"Michael Mowbray","startTime":654.24,"endTime":658.23,"body":"Okay, wow, yeah, things go up,"},{"speaker":"Michael Mowbray","startTime":658.29,"endTime":661.32,"body":"go up in price in a hurry, I"},{"speaker":"Michael Mowbray","startTime":658.29,"endTime":661.32,"body":"would also need to get the"},{"speaker":"Michael Mowbray","startTime":661.32,"endTime":664.47,"body":"approval from my neighbors as"},{"speaker":"Michael Mowbray","startTime":661.32,"endTime":664.47,"body":"well, to put that big of an"},{"speaker":"Michael Mowbray","startTime":664.47,"endTime":667.86,"body":"addition on subs looking at"},{"speaker":"Michael Mowbray","startTime":664.47,"endTime":667.86,"body":"between 15 116 100 square feet,"},{"speaker":"Michael Mowbray","startTime":668.82,"endTime":671.28,"body":"I would also need to get"},{"speaker":"Michael Mowbray","startTime":668.82,"endTime":671.28,"body":"approval from the village"},{"speaker":"Michael Mowbray","startTime":671.28,"endTime":675.18,"body":"because I live in a suburb to be"},{"speaker":"Michael Mowbray","startTime":671.28,"endTime":675.18,"body":"able to operate a business out"},{"speaker":"Michael Mowbray","startTime":675.18,"endTime":680.25,"body":"of my home, which I hadn't done"},{"speaker":"Michael Mowbray","startTime":675.18,"endTime":680.25,"body":"yet. Because I was operating a"},{"speaker":"Michael Mowbray","startTime":680.25,"endTime":683.22,"body":"really small studio fairly"},{"speaker":"Michael Mowbray","startTime":680.25,"endTime":683.22,"body":"quietly out of my basement, it"},{"speaker":"Michael Mowbray","startTime":683.22,"endTime":687.03,"body":"was something I didn't realize I"},{"speaker":"Michael Mowbray","startTime":683.22,"endTime":687.03,"body":"needed to do. So yeah, yeah, in"},{"speaker":"Michael Mowbray","startTime":687.03,"endTime":689.91,"body":"addition to, you know,"},{"speaker":"Michael Mowbray","startTime":687.03,"endTime":689.91,"body":"collecting and remitting sales"},{"speaker":"Michael Mowbray","startTime":689.91,"endTime":693.48,"body":"taxes, which I did from day one,"},{"speaker":"Michael Mowbray","startTime":689.91,"endTime":693.48,"body":"when I started my business part"},{"speaker":"Michael Mowbray","startTime":693.48,"endTime":696.66,"body":"time, and of course, paying"},{"speaker":"Michael Mowbray","startTime":693.48,"endTime":696.66,"body":"income tax, and all other kinds"},{"speaker":"Michael Mowbray","startTime":696.66,"endTime":701.58,"body":"of stuff. You also need to be"},{"speaker":"Michael Mowbray","startTime":696.66,"endTime":701.58,"body":"zoned or have a permit to"},{"speaker":"Michael Mowbray","startTime":701.58,"endTime":706.38,"body":"operate a business out of your"},{"speaker":"Michael Mowbray","startTime":701.58,"endTime":706.38,"body":"home. So there's more hoops to"},{"speaker":"Michael Mowbray","startTime":706.38,"endTime":709.98,"body":"jump through. Right. As I worked"},{"speaker":"Michael Mowbray","startTime":706.38,"endTime":709.98,"body":"to clear the hurdles, I also"},{"speaker":"Michael Mowbray","startTime":709.98,"endTime":712.74,"body":"started to design the studio"},{"speaker":"Michael Mowbray","startTime":709.98,"endTime":712.74,"body":"space in my head, it was"},{"speaker":"Michael Mowbray","startTime":712.74,"endTime":715.95,"body":"occupying my mind for a while."},{"speaker":"Michael Mowbray","startTime":712.74,"endTime":715.95,"body":"Anytime I had some free time I"},{"speaker":"Michael Mowbray","startTime":715.95,"endTime":719.61,"body":"was kind of designing it, what"},{"speaker":"Michael Mowbray","startTime":715.95,"endTime":719.61,"body":"what do what kind of carpeting"},{"speaker":"Michael Mowbray","startTime":719.61,"endTime":723.0,"body":"would I put into the office, all"},{"speaker":"Michael Mowbray","startTime":719.61,"endTime":723.0,"body":"that kind of stuff? Should I go"},{"speaker":"Michael Mowbray","startTime":723.0,"endTime":726.9,"body":"to stories and have my office in"},{"speaker":"Michael Mowbray","startTime":723.0,"endTime":726.9,"body":"a loft space above the camera"},{"speaker":"Michael Mowbray","startTime":726.9,"endTime":730.47,"body":"room. While that was kind of"},{"speaker":"Michael Mowbray","startTime":726.9,"endTime":730.47,"body":"cool, because I thought, hey, I"},{"speaker":"Michael Mowbray","startTime":730.47,"endTime":733.47,"body":"could put in a fire pole."},{"speaker":"Michael Mowbray","startTime":730.47,"endTime":733.47,"body":"Wouldn't that be awesome, that'd"},{"speaker":"Michael Mowbray","startTime":733.47,"endTime":735.81,"body":"be unique. That'd be cool. It's"},{"speaker":"Michael Mowbray","startTime":733.47,"endTime":735.81,"body":"like clients walk through the"},{"speaker":"Michael Mowbray","startTime":735.81,"endTime":738.93,"body":"door and come sliding down the"},{"speaker":"Michael Mowbray","startTime":735.81,"endTime":738.93,"body":"pole and go Hello, welcome to my"},{"speaker":"Michael Mowbray","startTime":738.93,"endTime":743.31,"body":"studio. So we kind of have a"},{"speaker":"Michael Mowbray","startTime":738.93,"endTime":743.31,"body":"whole brand thing. So I thought"},{"speaker":"Michael Mowbray","startTime":743.31,"endTime":745.98,"body":"that'd be kind of cool. So I"},{"speaker":"Michael Mowbray","startTime":743.31,"endTime":745.98,"body":"started to meet with a few"},{"speaker":"Michael Mowbray","startTime":745.98,"endTime":751.02,"body":"contractors, and begin quoting"},{"speaker":"Michael Mowbray","startTime":745.98,"endTime":751.02,"body":"the design process. And all of"},{"speaker":"Michael Mowbray","startTime":751.02,"endTime":755.04,"body":"them, were recommending the"},{"speaker":"Michael Mowbray","startTime":751.02,"endTime":755.04,"body":"instead I dig a basement, and"},{"speaker":"Michael Mowbray","startTime":755.04,"endTime":758.79,"body":"connect that to the basement in"},{"speaker":"Michael Mowbray","startTime":755.04,"endTime":758.79,"body":"my current home, and then also"},{"speaker":"Michael Mowbray","startTime":758.79,"endTime":762.78,"body":"put the office space into the"},{"speaker":"Michael Mowbray","startTime":758.79,"endTime":762.78,"body":"basement, instead of going up"},{"speaker":"Michael Mowbray","startTime":762.78,"endTime":765.72,"body":"two stories, it was gonna be a"},{"speaker":"Michael Mowbray","startTime":762.78,"endTime":765.72,"body":"lot more economical to do it"},{"speaker":"Michael Mowbray","startTime":765.72,"endTime":768.87,"body":"that way. And also made better"},{"speaker":"Michael Mowbray","startTime":765.72,"endTime":768.87,"body":"sense from the way the home was"},{"speaker":"Michael Mowbray","startTime":768.87,"endTime":771.99,"body":"constructed to have a full"},{"speaker":"Michael Mowbray","startTime":768.87,"endTime":771.99,"body":"basement underneath it, rather"},{"speaker":"Michael Mowbray","startTime":771.99,"endTime":776.73,"body":"than having just a pad didn't"},{"speaker":"Michael Mowbray","startTime":771.99,"endTime":776.73,"body":"make sense, just from a from an"},{"speaker":"Michael Mowbray","startTime":776.73,"endTime":779.37,"body":"environmental standpoint, and"},{"speaker":"Michael Mowbray","startTime":776.73,"endTime":779.37,"body":"how water would run off and all"},{"speaker":"Michael Mowbray","startTime":779.37,"endTime":782.34,"body":"those kinds of things. And also"},{"speaker":"Michael Mowbray","startTime":779.37,"endTime":782.34,"body":"keep the cost down. So I"},{"speaker":"Michael Mowbray","startTime":782.34,"endTime":785.25,"body":"selected ended up selecting the"},{"speaker":"Michael Mowbray","startTime":782.34,"endTime":785.25,"body":"contractor who was known for the"},{"speaker":"Michael Mowbray","startTime":785.25,"endTime":788.13,"body":"highest quality and who, of"},{"speaker":"Michael Mowbray","startTime":785.25,"endTime":788.13,"body":"course, was also the most"},{"speaker":"Michael Mowbray","startTime":788.13,"endTime":792.96,"body":"expensive of the bids in the"},{"speaker":"Michael Mowbray","startTime":788.13,"endTime":792.96,"body":"bids ranged by quite a bit. And"},{"speaker":"Michael Mowbray","startTime":792.96,"endTime":795.78,"body":"the low end bed I didn't trust."},{"speaker":"Michael Mowbray","startTime":792.96,"endTime":795.78,"body":"So there's there's a little side"},{"speaker":"Michael Mowbray","startTime":795.78,"endTime":798.72,"body":"story for you. You maybe they"},{"speaker":"Michael Mowbray","startTime":795.78,"endTime":798.72,"body":"could have done it for the price"},{"speaker":"Michael Mowbray","startTime":798.72,"endTime":801.69,"body":"that they quoted, I didn't trust"},{"speaker":"Michael Mowbray","startTime":798.72,"endTime":801.69,"body":"it because it came in too low,"},{"speaker":"Michael Mowbray","startTime":801.69,"endTime":805.53,"body":"especially compared to some of"},{"speaker":"Michael Mowbray","startTime":801.69,"endTime":805.53,"body":"the other bids. So in your"},{"speaker":"Michael Mowbray","startTime":805.53,"endTime":809.79,"body":"business, do you want to be that"},{"speaker":"Michael Mowbray","startTime":805.53,"endTime":809.79,"body":"provider in the same way do you"},{"speaker":"Michael Mowbray","startTime":809.79,"endTime":813.12,"body":"want are you offering prices"},{"speaker":"Michael Mowbray","startTime":809.79,"endTime":813.12,"body":"that are way lower than"},{"speaker":"Michael Mowbray","startTime":813.12,"endTime":817.65,"body":"everybody else? There's a trust"},{"speaker":"Michael Mowbray","startTime":813.12,"endTime":817.65,"body":"factor in there too. So we'll"},{"speaker":"Michael Mowbray","startTime":817.65,"endTime":820.68,"body":"save that for a separate"},{"speaker":"Michael Mowbray","startTime":817.65,"endTime":820.68,"body":"podcast. But I wanted to do it"},{"speaker":"Michael Mowbray","startTime":820.68,"endTime":824.4,"body":"right. And 17 years later, I'm"},{"speaker":"Michael Mowbray","startTime":820.68,"endTime":824.4,"body":"very glad that I did."},{"speaker":"Michael Mowbray","startTime":825.0,"endTime":829.8,"body":"Construction was completed in"},{"speaker":"Michael Mowbray","startTime":825.0,"endTime":829.8,"body":"August of 2004. The studio has a"},{"speaker":"Michael Mowbray","startTime":829.8,"endTime":834.45,"body":"separate entrance, which to me"},{"speaker":"Michael Mowbray","startTime":829.8,"endTime":834.45,"body":"is extremely important. Separate"},{"speaker":"Michael Mowbray","startTime":834.45,"endTime":838.56,"body":"HVAC. So that's the heating and"},{"speaker":"Michael Mowbray","startTime":834.45,"endTime":838.56,"body":"air conditioning and all that"},{"speaker":"Michael Mowbray","startTime":838.56,"endTime":842.07,"body":"kind of stuff that's separate,"},{"speaker":"Michael Mowbray","startTime":838.56,"endTime":842.07,"body":"which is important to me as well"},{"speaker":"Michael Mowbray","startTime":842.07,"endTime":844.44,"body":"and we had to do because of the"},{"speaker":"Michael Mowbray","startTime":842.07,"endTime":844.44,"body":"size of the space because my"},{"speaker":"Michael Mowbray","startTime":844.44,"endTime":847.08,"body":"current furnace and air"},{"speaker":"Michael Mowbray","startTime":844.44,"endTime":847.08,"body":"conditioner couldn't handle the"},{"speaker":"Michael Mowbray","startTime":847.08,"endTime":852.18,"body":"increased output. But also it"},{"speaker":"Michael Mowbray","startTime":847.08,"endTime":852.18,"body":"has all the air control separate"},{"speaker":"Michael Mowbray","startTime":852.18,"endTime":856.11,"body":"from my main home so you know I"},{"speaker":"Michael Mowbray","startTime":852.18,"endTime":856.11,"body":"could I could roast a yak in my"},{"speaker":"Michael Mowbray","startTime":856.11,"endTime":860.19,"body":"kitchen and that air from that's"},{"speaker":"Michael Mowbray","startTime":856.11,"endTime":860.19,"body":"not going to circulate into my"},{"speaker":"Michael Mowbray","startTime":860.19,"endTime":864.33,"body":"studio. So you're talking about"},{"speaker":"Michael Mowbray","startTime":860.19,"endTime":864.33,"body":"client experience, you know, the"},{"speaker":"Michael Mowbray","startTime":864.33,"endTime":867.21,"body":"smells of whatever we're cooking"},{"speaker":"Michael Mowbray","startTime":864.33,"endTime":867.21,"body":"for lunch or dinner, they're not"},{"speaker":"Michael Mowbray","startTime":867.21,"endTime":870.48,"body":"going to enter into my studio"},{"speaker":"Michael Mowbray","startTime":867.21,"endTime":870.48,"body":"because it's all a sub separate"},{"speaker":"Michael Mowbray","startTime":870.48,"endTime":874.77,"body":"self contained system. So that's"},{"speaker":"Michael Mowbray","startTime":870.48,"endTime":874.77,"body":"important as well. The ceiling"},{"speaker":"Michael Mowbray","startTime":874.77,"endTime":877.68,"body":"because we weren't going to go"},{"speaker":"Michael Mowbray","startTime":874.77,"endTime":877.68,"body":"to stories I was able to bolt"},{"speaker":"Michael Mowbray","startTime":877.68,"endTime":881.37,"body":"the ceiling up to 15 and a half"},{"speaker":"Michael Mowbray","startTime":877.68,"endTime":881.37,"body":"feet and that allows me now to"},{"speaker":"Michael Mowbray","startTime":881.37,"endTime":885.27,"body":"put lights as high as I want to"},{"speaker":"Michael Mowbray","startTime":881.37,"endTime":885.27,"body":"in my studio. And I also have a"},{"speaker":"Michael Mowbray","startTime":885.27,"endTime":888.03,"body":"big bay a windows along the"},{"speaker":"Michael Mowbray","startTime":885.27,"endTime":888.03,"body":"longest side of the studio so I"},{"speaker":"Michael Mowbray","startTime":888.03,"endTime":890.91,"body":"get a lot of natural light in"},{"speaker":"Michael Mowbray","startTime":888.03,"endTime":890.91,"body":"there if I want to use it or"},{"speaker":"Michael Mowbray","startTime":890.91,"endTime":895.2,"body":"not. I actually don't use it"},{"speaker":"Michael Mowbray","startTime":890.91,"endTime":895.2,"body":"that often. But it's nice for"},{"speaker":"Michael Mowbray","startTime":895.2,"endTime":898.8,"body":"ambience when clients first come"},{"speaker":"Michael Mowbray","startTime":895.2,"endTime":898.8,"body":"in is nice light streaming in"},{"speaker":"Michael Mowbray","startTime":898.8,"endTime":903.84,"body":"through all these windows. We"},{"speaker":"Michael Mowbray","startTime":898.8,"endTime":903.84,"body":"had to do that, because we're"},{"speaker":"Michael Mowbray","startTime":903.84,"endTime":908.7,"body":"required by zoning to have"},{"speaker":"Michael Mowbray","startTime":903.84,"endTime":908.7,"body":"certain amount of square footage"},{"speaker":"Michael Mowbray","startTime":908.73,"endTime":912.72,"body":"of windows for the square"},{"speaker":"Michael Mowbray","startTime":908.73,"endTime":912.72,"body":"footage of space that we had. So"},{"speaker":"Michael Mowbray","startTime":912.72,"endTime":916.83,"body":"rather than putting in every"},{"speaker":"Michael Mowbray","startTime":912.72,"endTime":916.83,"body":"wall, every exterior wall, which"},{"speaker":"Michael Mowbray","startTime":916.83,"endTime":918.6,"body":"kind of would kind of mess up"},{"speaker":"Michael Mowbray","startTime":916.83,"endTime":918.6,"body":"where I was going to put"},{"speaker":"Michael Mowbray","startTime":918.6,"endTime":922.53,"body":"backgrounds, I put them all into"},{"speaker":"Michael Mowbray","startTime":918.6,"endTime":922.53,"body":"one wall along the long side of"},{"speaker":"Michael Mowbray","startTime":922.53,"endTime":925.56,"body":"the studio that wasn't planning"},{"speaker":"Michael Mowbray","startTime":922.53,"endTime":925.56,"body":"in the shooting that direction"},{"speaker":"Michael Mowbray","startTime":925.56,"endTime":929.61,"body":"anyway. So then it was kind of a"},{"speaker":"Michael Mowbray","startTime":925.56,"endTime":929.61,"body":"win win overall, it also"},{"speaker":"Michael Mowbray","startTime":929.73,"endTime":932.79,"body":"provides a very nice visual"},{"speaker":"Michael Mowbray","startTime":929.73,"endTime":932.79,"body":"impact when people first walk"},{"speaker":"Michael Mowbray","startTime":932.79,"endTime":935.79,"body":"into the space because my studio"},{"speaker":"Michael Mowbray","startTime":932.79,"endTime":935.79,"body":"is wrapped around the backside"},{"speaker":"Michael Mowbray","startTime":935.79,"endTime":939.57,"body":"of my house. Most people don't"},{"speaker":"Michael Mowbray","startTime":935.79,"endTime":939.57,"body":"expect it to be a large space,"},{"speaker":"Michael Mowbray","startTime":939.57,"endTime":942.69,"body":"they're thinking a home studio."},{"speaker":"Michael Mowbray","startTime":939.57,"endTime":942.69,"body":"So it's a small space, like in a"},{"speaker":"Michael Mowbray","startTime":942.69,"endTime":945.99,"body":"living room or whatever. Oh,"},{"speaker":"Michael Mowbray","startTime":942.69,"endTime":945.99,"body":"heck no. They walk through the"},{"speaker":"Michael Mowbray","startTime":945.99,"endTime":953.16,"body":"door, and they see this really"},{"speaker":"Michael Mowbray","startTime":945.99,"endTime":953.16,"body":"big room 25 by 30. That vaults"},{"speaker":"Michael Mowbray","startTime":953.16,"endTime":955.89,"body":"up to 15 and a half feet with"},{"speaker":"Michael Mowbray","startTime":953.16,"endTime":955.89,"body":"this huge bay a Windows with as"},{"speaker":"Michael Mowbray","startTime":955.89,"endTime":959.25,"body":"light streaming in and the"},{"speaker":"Michael Mowbray","startTime":955.89,"endTime":959.25,"body":"impact. As I see it every time"},{"speaker":"Michael Mowbray","startTime":959.25,"endTime":962.04,"body":"somebody walks into my studio"},{"speaker":"Michael Mowbray","startTime":959.25,"endTime":962.04,"body":"for the first time, it's pretty"},{"speaker":"Michael Mowbray","startTime":962.04,"endTime":966.33,"body":"big. They're like, wow, wow,"},{"speaker":"Michael Mowbray","startTime":962.04,"endTime":966.33,"body":"this is really cool. I did not"},{"speaker":"Michael Mowbray","startTime":966.33,"endTime":971.49,"body":"expect this. So it's important"},{"speaker":"Michael Mowbray","startTime":966.33,"endTime":971.49,"body":"to make a really good first"},{"speaker":"Michael Mowbray","startTime":971.49,"endTime":975.36,"body":"impression. So that's one side"},{"speaker":"Michael Mowbray","startTime":971.49,"endTime":975.36,"body":"benefit of all that stuff to in"},{"speaker":"Michael Mowbray","startTime":975.36,"endTime":979.56,"body":"a lower level, I have my sales"},{"speaker":"Michael Mowbray","startTime":975.36,"endTime":979.56,"body":"slash meeting room for clients"},{"speaker":"Michael Mowbray","startTime":979.59,"endTime":983.67,"body":"and my office and production"},{"speaker":"Michael Mowbray","startTime":979.59,"endTime":983.67,"body":"area so that that 2530 is"},{"speaker":"Michael Mowbray","startTime":983.67,"endTime":987.15,"body":"repeated down in the lower"},{"speaker":"Michael Mowbray","startTime":983.67,"endTime":987.15,"body":"level. And that's split in half."},{"speaker":"Michael Mowbray","startTime":987.15,"endTime":991.26,"body":"So I've got pretty nice size"},{"speaker":"Michael Mowbray","startTime":987.15,"endTime":991.26,"body":"sales, a meeting area, and my"},{"speaker":"Michael Mowbray","startTime":991.26,"endTime":996.3,"body":"office and production area is"},{"speaker":"Michael Mowbray","startTime":991.26,"endTime":996.3,"body":"equally, equally sizeable, too,"},{"speaker":"Michael Mowbray","startTime":996.3,"endTime":1000.23,"body":"which is handy, especially when"},{"speaker":"Michael Mowbray","startTime":996.3,"endTime":1000.23,"body":"I was doing almost all my own"},{"speaker":"Michael Mowbray","startTime":1000.23,"endTime":1003.02,"body":"prints. Using a large inkjet"},{"speaker":"Michael Mowbray","startTime":1000.23,"endTime":1003.02,"body":"printer. I had plenty of room"},{"speaker":"Michael Mowbray","startTime":1003.02,"endTime":1006.02,"body":"for it. I had plenty of room to"},{"speaker":"Michael Mowbray","startTime":1003.02,"endTime":1006.02,"body":"cut it up and laminate and all"},{"speaker":"Michael Mowbray","startTime":1006.02,"endTime":1008.87,"body":"that kind of stuff and mount"},{"speaker":"Michael Mowbray","startTime":1006.02,"endTime":1008.87,"body":"things. Yeah. So make sure"},{"speaker":"Michael Mowbray","startTime":1008.87,"endTime":1011.15,"body":"you're playing your space, right"},{"speaker":"Michael Mowbray","startTime":1008.87,"endTime":1011.15,"body":"for everything you need to do."},{"speaker":"Michael Mowbray","startTime":1011.66,"endTime":1015.14,"body":"So bottom line is what I do it"},{"speaker":"Michael Mowbray","startTime":1011.66,"endTime":1015.14,"body":"again, after going through all"},{"speaker":"Michael Mowbray","startTime":1015.14,"endTime":1019.13,"body":"the options, would I do it"},{"speaker":"Michael Mowbray","startTime":1015.14,"endTime":1019.13,"body":"again? Absolutely. Would I"},{"speaker":"Michael Mowbray","startTime":1019.13,"endTime":1022.94,"body":"change anything? Certainly, I"},{"speaker":"Michael Mowbray","startTime":1019.13,"endTime":1022.94,"body":"would have made the space a"},{"speaker":"Michael Mowbray","startTime":1022.94,"endTime":1026.9,"body":"little bigger as it is, it's a"},{"speaker":"Michael Mowbray","startTime":1022.94,"endTime":1026.9,"body":"little over 1500 square feet."},{"speaker":"Michael Mowbray","startTime":1026.9,"endTime":1029.93,"body":"But I you know, you never have"},{"speaker":"Michael Mowbray","startTime":1026.9,"endTime":1029.93,"body":"enough space, you never have"},{"speaker":"Michael Mowbray","startTime":1029.93,"endTime":1032.6,"body":"enough storage space. So that's"},{"speaker":"Michael Mowbray","startTime":1029.93,"endTime":1032.6,"body":"something I would have built"},{"speaker":"Michael Mowbray","startTime":1032.6,"endTime":1035.84,"body":"into, I probably would have"},{"speaker":"Michael Mowbray","startTime":1032.6,"endTime":1035.84,"body":"bumped it out, you know, four or"},{"speaker":"Michael Mowbray","startTime":1035.84,"endTime":1038.81,"body":"five feet more on one side,"},{"speaker":"Michael Mowbray","startTime":1035.84,"endTime":1038.81,"body":"again, that would have driven up"},{"speaker":"Michael Mowbray","startTime":1038.81,"endTime":1041.36,"body":"the cost. And I was already"},{"speaker":"Michael Mowbray","startTime":1038.81,"endTime":1041.36,"body":"spending a lot of money as a"},{"speaker":"Michael Mowbray","startTime":1041.36,"endTime":1046.94,"body":"was. What are the downsides,"},{"speaker":"Michael Mowbray","startTime":1041.36,"endTime":1046.94,"body":"though? Well, to do it like I"},{"speaker":"Michael Mowbray","startTime":1046.94,"endTime":1050.9,"body":"did, the property taxes are a"},{"speaker":"Michael Mowbray","startTime":1046.94,"endTime":1050.9,"body":"big one I live in Wisconsin and"},{"speaker":"Michael Mowbray","startTime":1050.9,"endTime":1055.55,"body":"property taxes in Wisconsin are"},{"speaker":"Michael Mowbray","startTime":1050.9,"endTime":1055.55,"body":"high. So there's a big increase"},{"speaker":"Michael Mowbray","startTime":1055.55,"endTime":1059.03,"body":"in the size of my house also LED"},{"speaker":"Michael Mowbray","startTime":1055.55,"endTime":1059.03,"body":"to a big increase in property"},{"speaker":"Michael Mowbray","startTime":1059.03,"endTime":1064.55,"body":"taxes appeal through the nose"},{"speaker":"Michael Mowbray","startTime":1059.03,"endTime":1064.55,"body":"for property taxes. Next thing"},{"speaker":"Michael Mowbray","startTime":1064.55,"endTime":1068.63,"body":"is dealing with neighbors, all"},{"speaker":"Michael Mowbray","startTime":1064.55,"endTime":1068.63,"body":"of our neighbors except for one"},{"speaker":"Michael Mowbray","startTime":1068.87,"endTime":1071.42,"body":"have been pleasant and"},{"speaker":"Michael Mowbray","startTime":1068.87,"endTime":1071.42,"body":"supportive. But it just takes"},{"speaker":"Michael Mowbray","startTime":1071.42,"endTime":1074.69,"body":"one a hole to make things"},{"speaker":"Michael Mowbray","startTime":1071.42,"endTime":1074.69,"body":"difficult. And we have one of"},{"speaker":"Michael Mowbray","startTime":1074.69,"endTime":1079.04,"body":"those who likes to be kind of"},{"speaker":"Michael Mowbray","startTime":1074.69,"endTime":1079.04,"body":"petty and kind of shitty. I"},{"speaker":"Michael Mowbray","startTime":1079.04,"endTime":1082.52,"body":"won't. I won't get into detail"},{"speaker":"Michael Mowbray","startTime":1079.04,"endTime":1082.52,"body":"about that today. But just be"},{"speaker":"Michael Mowbray","startTime":1082.52,"endTime":1087.23,"body":"aware that having a home studio"},{"speaker":"Michael Mowbray","startTime":1082.52,"endTime":1087.23,"body":"has complexities as well. I'm"},{"speaker":"Michael Mowbray","startTime":1087.23,"endTime":1089.42,"body":"also operating the business"},{"speaker":"Michael Mowbray","startTime":1087.23,"endTime":1089.42,"body":"under what's called a"},{"speaker":"Michael Mowbray","startTime":1089.42,"endTime":1093.29,"body":"conditional use permit, which"},{"speaker":"Michael Mowbray","startTime":1089.42,"endTime":1093.29,"body":"can be pulled by the village at"},{"speaker":"Michael Mowbray","startTime":1093.29,"endTime":1097.55,"body":"anytime they want. A lot of"},{"speaker":"Michael Mowbray","startTime":1093.29,"endTime":1097.55,"body":"people talk about zoning, well"},{"speaker":"Michael Mowbray","startTime":1097.55,"endTime":1100.16,"body":"in a residential neighborhood,"},{"speaker":"Michael Mowbray","startTime":1097.55,"endTime":1100.16,"body":"your chances for getting a"},{"speaker":"Michael Mowbray","startTime":1100.16,"endTime":1104.6,"body":"zoning change for your house"},{"speaker":"Michael Mowbray","startTime":1100.16,"endTime":1104.6,"body":"alone. To operate a commercial"},{"speaker":"Michael Mowbray","startTime":1104.6,"endTime":1108.59,"body":"entity is pretty low, they're"},{"speaker":"Michael Mowbray","startTime":1104.6,"endTime":1108.59,"body":"not going to change your"},{"speaker":"Michael Mowbray","startTime":1108.59,"endTime":1112.37,"body":"residential zoning in most"},{"speaker":"Michael Mowbray","startTime":1108.59,"endTime":1112.37,"body":"places you're where you live may"},{"speaker":"Michael Mowbray","startTime":1112.37,"endTime":1117.14,"body":"be different. But what they are"},{"speaker":"Michael Mowbray","startTime":1112.37,"endTime":1117.14,"body":"willing to do in many cases, is"},{"speaker":"Michael Mowbray","startTime":1117.14,"endTime":1122.27,"body":"a conditional use permit as long"},{"speaker":"Michael Mowbray","startTime":1117.14,"endTime":1122.27,"body":"as what you're doing isn't going"},{"speaker":"Michael Mowbray","startTime":1122.27,"endTime":1125.66,"body":"to be offensive to anybody in"},{"speaker":"Michael Mowbray","startTime":1122.27,"endTime":1125.66,"body":"that neighborhood or disrupt"},{"speaker":"Michael Mowbray","startTime":1125.93,"endTime":1131.18,"body":"regular home life for anybody."},{"speaker":"Michael Mowbray","startTime":1125.93,"endTime":1131.18,"body":"So one of the things that the"},{"speaker":"Michael Mowbray","startTime":1131.18,"endTime":1134.06,"body":"village was concerned about they"},{"speaker":"Michael Mowbray","startTime":1131.18,"endTime":1134.06,"body":"expressed concern about to me"},{"speaker":"Michael Mowbray","startTime":1134.06,"endTime":1136.91,"body":"was traffic, you know, what kind"},{"speaker":"Michael Mowbray","startTime":1134.06,"endTime":1136.91,"body":"of traffic would I be bringing"},{"speaker":"Michael Mowbray","startTime":1136.91,"endTime":1141.92,"body":"into the neighborhood? Well, I"},{"speaker":"Michael Mowbray","startTime":1136.91,"endTime":1141.92,"body":"never was high volume, never"},{"speaker":"Michael Mowbray","startTime":1141.92,"endTime":1146.45,"body":"want to be high volume. So I"},{"speaker":"Michael Mowbray","startTime":1141.92,"endTime":1146.45,"body":"pointed out how many home based"},{"speaker":"Michael Mowbray","startTime":1146.45,"endTime":1150.44,"body":"daycares operate in the village."},{"speaker":"Michael Mowbray","startTime":1146.45,"endTime":1150.44,"body":"Several of them you know very"},{"speaker":"Michael Mowbray","startTime":1150.44,"endTime":1154.43,"body":"near me I can see I can see two"},{"speaker":"Michael Mowbray","startTime":1150.44,"endTime":1154.43,"body":"from my house that are home"},{"speaker":"Michael Mowbray","startTime":1154.43,"endTime":1157.76,"body":"based daycares and how much"},{"speaker":"Michael Mowbray","startTime":1154.43,"endTime":1157.76,"body":"traffic that they generate,"},{"speaker":"Michael Mowbray","startTime":1157.76,"endTime":1161.12,"body":"which is five to six cars in the"},{"speaker":"Michael Mowbray","startTime":1157.76,"endTime":1161.12,"body":"morning and the same five to six"},{"speaker":"Michael Mowbray","startTime":1161.12,"endTime":1165.41,"body":"cars in the afternoon. Every"},{"speaker":"Michael Mowbray","startTime":1161.12,"endTime":1165.41,"body":"day, Monday through Friday. I"},{"speaker":"Michael Mowbray","startTime":1165.41,"endTime":1170.45,"body":"wasn't going to be seeing that"},{"speaker":"Michael Mowbray","startTime":1165.41,"endTime":1170.45,"body":"many clients at the studio each"},{"speaker":"Michael Mowbray","startTime":1170.45,"endTime":1173.33,"body":"day. So I you know, as I"},{"speaker":"Michael Mowbray","startTime":1170.45,"endTime":1173.33,"body":"expressed to the Village, I'm"},{"speaker":"Michael Mowbray","startTime":1173.33,"endTime":1177.05,"body":"going to have less traffic than"},{"speaker":"Michael Mowbray","startTime":1173.33,"endTime":1177.05,"body":"the typical home daycare of"},{"speaker":"Michael Mowbray","startTime":1177.05,"endTime":1183.14,"body":"which there are at least 30 or"},{"speaker":"Michael Mowbray","startTime":1177.05,"endTime":1183.14,"body":"more in our small 9000"},{"speaker":"Michael Mowbray","startTime":1183.14,"endTime":1187.4,"body":"population suburb. So they"},{"speaker":"Michael Mowbray","startTime":1183.14,"endTime":1187.4,"body":"conceded the point and they"},{"speaker":"Michael Mowbray","startTime":1187.4,"endTime":1190.52,"body":"granted me the permit. There are"},{"speaker":"Michael Mowbray","startTime":1187.4,"endTime":1190.52,"body":"also typically other"},{"speaker":"Michael Mowbray","startTime":1190.52,"endTime":1194.06,"body":"restrictions on a conditional"},{"speaker":"Michael Mowbray","startTime":1190.52,"endTime":1194.06,"body":"use permit, and that'll vary by"},{"speaker":"Michael Mowbray","startTime":1194.06,"endTime":1198.44,"body":"location. One is how many people"},{"speaker":"Michael Mowbray","startTime":1194.06,"endTime":1198.44,"body":"are how many customers are you"},{"speaker":"Michael Mowbray","startTime":1198.44,"endTime":1202.76,"body":"allowed to have in your home or"},{"speaker":"Michael Mowbray","startTime":1198.44,"endTime":1202.76,"body":"you're building at one time,"},{"speaker":"Michael Mowbray","startTime":1202.82,"endTime":1204.59,"body":"there are other things too."},{"speaker":"Michael Mowbray","startTime":1202.82,"endTime":1204.59,"body":"There's gonna be noise"},{"speaker":"Michael Mowbray","startTime":1204.59,"endTime":1208.37,"body":"ordinances and all those kinds"},{"speaker":"Michael Mowbray","startTime":1204.59,"endTime":1208.37,"body":"of things. So has the studio"},{"speaker":"Michael Mowbray","startTime":1208.37,"endTime":1212.69,"body":"space been worth the investment?"},{"speaker":"Michael Mowbray","startTime":1208.37,"endTime":1212.69,"body":"Again, for me? Absolutely. It"},{"speaker":"Michael Mowbray","startTime":1212.69,"endTime":1216.74,"body":"cost far less overall than a"},{"speaker":"Michael Mowbray","startTime":1212.69,"endTime":1216.74,"body":"retail space. And I built equity"},{"speaker":"Michael Mowbray","startTime":1216.74,"endTime":1219.59,"body":"from the investment. Now, I"},{"speaker":"Michael Mowbray","startTime":1216.74,"endTime":1219.59,"body":"won't be able to get all that"},{"speaker":"Michael Mowbray","startTime":1219.59,"endTime":1223.13,"body":"money back out. Not all the"},{"speaker":"Michael Mowbray","startTime":1219.59,"endTime":1223.13,"body":"money that I put into this"},{"speaker":"Michael Mowbray","startTime":1223.13,"endTime":1226.61,"body":"because I'm slightly over built"},{"speaker":"Michael Mowbray","startTime":1223.13,"endTime":1226.61,"body":"for the subdivision. But it's"},{"speaker":"Michael Mowbray","startTime":1226.61,"endTime":1229.37,"body":"been a far better investment"},{"speaker":"Michael Mowbray","startTime":1226.61,"endTime":1229.37,"body":"than a retail location would"},{"speaker":"Michael Mowbray","startTime":1229.37,"endTime":1234.26,"body":"have been, for me, at least for"},{"speaker":"Michael Mowbray","startTime":1229.37,"endTime":1234.26,"body":"you. It depends. But do the"},{"speaker":"Michael Mowbray","startTime":1234.26,"endTime":1239.27,"body":"math, do the due diligence, work"},{"speaker":"Michael Mowbray","startTime":1234.26,"endTime":1239.27,"body":"all the angles before you make"},{"speaker":"Michael Mowbray","startTime":1239.27,"endTime":1242.63,"body":"the investment, choose the"},{"speaker":"Michael Mowbray","startTime":1239.27,"endTime":1242.63,"body":"option that best fits your"},{"speaker":"Michael Mowbray","startTime":1242.63,"endTime":1248.96,"body":"studio, your growth, your town,"},{"speaker":"Michael Mowbray","startTime":1242.63,"endTime":1248.96,"body":"your clientele, etc."},{"speaker":"Michael Mowbray","startTime":1250.46,"endTime":1254.09,"body":"Up next, I'm going to get a"},{"speaker":"Michael Mowbray","startTime":1250.46,"endTime":1254.09,"body":"refill on my coffee, and give"},{"speaker":"Michael Mowbray","startTime":1254.09,"endTime":1261.26,"body":"you the latest news from Godox"},{"speaker":"Michael Mowbray","startTime":1254.09,"endTime":1261.26,"body":"and MoLight. And here's the"},{"speaker":"Michael Mowbray","startTime":1261.26,"endTime":1264.95,"body":"latest news from Godox. And"},{"speaker":"Michael Mowbray","startTime":1261.26,"endTime":1264.95,"body":"MoLight. Godox announced a new"},{"speaker":"Michael Mowbray","startTime":1264.95,"endTime":1268.13,"body":"Spotlight attachment for its"},{"speaker":"Michael Mowbray","startTime":1264.95,"endTime":1268.13,"body":"Bowens mount LEDs, it's called"},{"speaker":"Michael Mowbray","startTime":1268.13,"endTime":1274.79,"body":"the V s, a victor Sam Abel has"},{"speaker":"Michael Mowbray","startTime":1268.13,"endTime":1274.79,"body":"ever in the military. So"},{"speaker":"Michael Mowbray","startTime":1274.85,"endTime":1278.27,"body":"hopefully that's right. It's a"},{"speaker":"Michael Mowbray","startTime":1274.85,"endTime":1278.27,"body":"quite robust spotlight that, to"},{"speaker":"Michael Mowbray","startTime":1278.27,"endTime":1282.44,"body":"me operates much more like a"},{"speaker":"Michael Mowbray","startTime":1278.27,"endTime":1282.44,"body":"theatrical spotlight than"},{"speaker":"Michael Mowbray","startTime":1282.44,"endTime":1284.99,"body":"anything else in the Godox"},{"speaker":"Michael Mowbray","startTime":1282.44,"endTime":1284.99,"body":"lineup. Now they've got the S"},{"speaker":"Michael Mowbray","startTime":1284.99,"endTime":1289.61,"body":"30, and the s 60. LEDs that are"},{"speaker":"Michael Mowbray","startTime":1284.99,"endTime":1289.61,"body":"projection LEDs. And you can put"},{"speaker":"Michael Mowbray","startTime":1289.61,"endTime":1293.3,"body":"the SAP projection lens"},{"speaker":"Michael Mowbray","startTime":1289.61,"endTime":1293.3,"body":"attachment on it. And I actually"},{"speaker":"Michael Mowbray","startTime":1293.3,"endTime":1297.59,"body":"use that a fair amount in the"},{"speaker":"Michael Mowbray","startTime":1293.3,"endTime":1297.59,"body":"studio. This is think of this as"},{"speaker":"Michael Mowbray","startTime":1297.59,"endTime":1302.03,"body":"like a big brother to that it's"},{"speaker":"Michael Mowbray","startTime":1297.59,"endTime":1302.03,"body":"much bigger, it's much more"},{"speaker":"Michael Mowbray","startTime":1302.03,"endTime":1305.84,"body":"robust. It's designed to go on"},{"speaker":"Michael Mowbray","startTime":1302.03,"endTime":1305.84,"body":"some of the larger LEDs that"},{"speaker":"Michael Mowbray","startTime":1306.35,"endTime":1311.27,"body":"Godox has, like the VL 300, I"},{"speaker":"Michael Mowbray","startTime":1306.35,"endTime":1311.27,"body":"think this is rated for 300"},{"speaker":"Michael Mowbray","startTime":1311.27,"endTime":1314.63,"body":"watts max, they recommend a 40"},{"speaker":"Michael Mowbray","startTime":1311.27,"endTime":1314.63,"body":"Put it on anything larger than"},{"speaker":"Michael Mowbray","startTime":1314.63,"endTime":1317.87,"body":"that maybe you're going to be,"},{"speaker":"Michael Mowbray","startTime":1314.63,"endTime":1317.87,"body":"you know, burning holes and in"},{"speaker":"Michael Mowbray","startTime":1317.87,"endTime":1322.76,"body":"walls. But anyway, but it does."},{"speaker":"Michael Mowbray","startTime":1317.87,"endTime":1322.76,"body":"It looks really nice. I haven't"},{"speaker":"Michael Mowbray","startTime":1322.76,"endTime":1324.5,"body":"seen one yet, because it's just"},{"speaker":"Michael Mowbray","startTime":1322.76,"endTime":1324.5,"body":"been announced. And that's"},{"speaker":"Michael Mowbray","startTime":1324.5,"endTime":1326.99,"body":"actually one of the purposes of"},{"speaker":"Michael Mowbray","startTime":1324.5,"endTime":1326.99,"body":"this whole segment of the"},{"speaker":"Michael Mowbray","startTime":1326.99,"endTime":1330.86,"body":"podcast is tell you about things"},{"speaker":"Michael Mowbray","startTime":1326.99,"endTime":1330.86,"body":"that aren't even here yet,"},{"speaker":"Michael Mowbray","startTime":1330.92,"endTime":1333.44,"body":"things have just been announced"},{"speaker":"Michael Mowbray","startTime":1330.92,"endTime":1333.44,"body":"things that are in production,"},{"speaker":"Michael Mowbray","startTime":1333.65,"endTime":1336.77,"body":"so you know what's coming down"},{"speaker":"Michael Mowbray","startTime":1333.65,"endTime":1336.77,"body":"the line. These come in three"},{"speaker":"Michael Mowbray","startTime":1336.77,"endTime":1340.4,"body":"different configuration based on"},{"speaker":"Michael Mowbray","startTime":1336.77,"endTime":1340.4,"body":"the lens spread that you choose"},{"speaker":"Michael Mowbray","startTime":1340.4,"endTime":1342.59,"body":"to include with the base"},{"speaker":"Michael Mowbray","startTime":1340.4,"endTime":1342.59,"body":"attachment. So it's a two part"},{"speaker":"Michael Mowbray","startTime":1342.59,"endTime":1345.68,"body":"thing. It's a base attachment,"},{"speaker":"Michael Mowbray","startTime":1342.59,"endTime":1345.68,"body":"and then you put a lens on it."},{"speaker":"Michael Mowbray","startTime":1346.07,"endTime":1351.5,"body":"They have 1926 and 36 degree"},{"speaker":"Michael Mowbray","startTime":1346.07,"endTime":1351.5,"body":"lens options. So you'll purchase"},{"speaker":"Michael Mowbray","startTime":1351.5,"endTime":1354.95,"body":"a base configuration that's"},{"speaker":"Michael Mowbray","startTime":1351.5,"endTime":1354.95,"body":"either one of one of those"},{"speaker":"Michael Mowbray","startTime":1354.95,"endTime":1359.81,"body":"three, and then the other lenses"},{"speaker":"Michael Mowbray","startTime":1354.95,"endTime":1359.81,"body":"will be available separately if"},{"speaker":"Michael Mowbray","startTime":1359.81,"endTime":1363.44,"body":"you wish to have multiple"},{"speaker":"Michael Mowbray","startTime":1359.81,"endTime":1363.44,"body":"projection lens options. I'm"},{"speaker":"Michael Mowbray","startTime":1363.44,"endTime":1366.14,"body":"doing a little bit of research"},{"speaker":"Michael Mowbray","startTime":1363.44,"endTime":1366.14,"body":"haven't decided, but I will"},{"speaker":"Michael Mowbray","startTime":1366.14,"endTime":1371.27,"body":"probably just focus in on one of"},{"speaker":"Michael Mowbray","startTime":1366.14,"endTime":1371.27,"body":"those sizes. And my guess is"},{"speaker":"Michael Mowbray","startTime":1371.27,"endTime":1373.91,"body":"it's probably going to be the"},{"speaker":"Michael Mowbray","startTime":1371.27,"endTime":1373.91,"body":"middle point, maybe the 26th"},{"speaker":"Michael Mowbray","startTime":1373.91,"endTime":1376.7,"body":"degree but I'll do a little bit"},{"speaker":"Michael Mowbray","startTime":1373.91,"endTime":1376.7,"body":"more research on that because"},{"speaker":"Michael Mowbray","startTime":1376.7,"endTime":1380.78,"body":"this is pretty new. So the VSA"},{"speaker":"Michael Mowbray","startTime":1376.7,"endTime":1380.78,"body":"is designed to create a beam of"},{"speaker":"Michael Mowbray","startTime":1380.78,"endTime":1384.89,"body":"light with with clean edges and"},{"speaker":"Michael Mowbray","startTime":1380.78,"endTime":1384.89,"body":"little to no chromatic"},{"speaker":"Michael Mowbray","startTime":1384.89,"endTime":1389.0,"body":"aberration. You can easily use"},{"speaker":"Michael Mowbray","startTime":1384.89,"endTime":1389.0,"body":"gobos you can use shutters and"},{"speaker":"Michael Mowbray","startTime":1389.0,"endTime":1393.86,"body":"gels with the VSA as well"},{"speaker":"Michael Mowbray","startTime":1389.0,"endTime":1393.86,"body":"they're making all of those for"},{"speaker":"Michael Mowbray","startTime":1393.86,"endTime":1397.61,"body":"this. And there's an iris that"},{"speaker":"Michael Mowbray","startTime":1393.86,"endTime":1397.61,"body":"can be inserted to allow you to"},{"speaker":"Michael Mowbray","startTime":1397.61,"endTime":1401.18,"body":"create a pinpoint beam of light"},{"speaker":"Michael Mowbray","startTime":1397.61,"endTime":1401.18,"body":"and that can be attractive to"},{"speaker":"Michael Mowbray","startTime":1401.18,"endTime":1403.85,"body":"commercial and portrait"},{"speaker":"Michael Mowbray","startTime":1401.18,"endTime":1403.85,"body":"photographers alike as well as"},{"speaker":"Michael Mowbray","startTime":1403.85,"endTime":1409.76,"body":"videographers. The VSA with your"},{"speaker":"Michael Mowbray","startTime":1403.85,"endTime":1409.76,"body":"choice of lens will run for $195"},{"speaker":"Michael Mowbray","startTime":1410.3,"endTime":1414.53,"body":"with the additional lenses"},{"speaker":"Michael Mowbray","startTime":1410.3,"endTime":1414.53,"body":"running 259 Each Gobo sets will"},{"speaker":"Michael Mowbray","startTime":1414.53,"endTime":1420.26,"body":"be $45 Gel sets are going to be"},{"speaker":"Michael Mowbray","startTime":1414.53,"endTime":1420.26,"body":"35. And the iris diaphragm is"},{"speaker":"Michael Mowbray","startTime":1420.26,"endTime":1425.0,"body":"99. So look for these to be"},{"speaker":"Michael Mowbray","startTime":1420.26,"endTime":1425.0,"body":"available in first quarter as"},{"speaker":"Michael Mowbray","startTime":1425.63,"endTime":1428.96,"body":"MoLight We're putting an order"},{"speaker":"Michael Mowbray","startTime":1425.63,"endTime":1428.96,"body":"in for these, when they'll be"},{"speaker":"Michael Mowbray","startTime":1428.96,"endTime":1432.5,"body":"done and when they'll ship and"},{"speaker":"Michael Mowbray","startTime":1428.96,"endTime":1432.5,"body":"when will receive. Hey, who"},{"speaker":"Michael Mowbray","startTime":1432.5,"endTime":1434.84,"body":"knows like everything else going"},{"speaker":"Michael Mowbray","startTime":1432.5,"endTime":1434.84,"body":"on right now."},{"speaker":"Michael Mowbray","startTime":1436.1,"endTime":1440.72,"body":"In other news MoLight Has the"},{"speaker":"Michael Mowbray","startTime":1436.1,"endTime":1440.72,"body":"brand new 30 inch 300 watt LED"},{"speaker":"Michael Mowbray","startTime":1440.72,"endTime":1447.8,"body":"panel from Golden Eagle. Yes,"},{"speaker":"Michael Mowbray","startTime":1440.72,"endTime":1447.8,"body":"it's a 30 inch square and 300"},{"speaker":"Michael Mowbray","startTime":1447.8,"endTime":1453.14,"body":"watts. This is a big mofo. It"},{"speaker":"Michael Mowbray","startTime":1447.8,"endTime":1453.14,"body":"comes with removable four way"},{"speaker":"Michael Mowbray","startTime":1453.14,"endTime":1457.01,"body":"doors. And the first Golden"},{"speaker":"Michael Mowbray","startTime":1453.14,"endTime":1457.01,"body":"Eagle LED to feature remote"},{"speaker":"Michael Mowbray","startTime":1457.01,"endTime":1460.58,"body":"control via Bluetooth app, which"},{"speaker":"Michael Mowbray","startTime":1457.01,"endTime":1460.58,"body":"is pretty cool because some of"},{"speaker":"Michael Mowbray","startTime":1460.58,"endTime":1464.15,"body":"the newer Godox LEDs have this"},{"speaker":"Michael Mowbray","startTime":1460.58,"endTime":1464.15,"body":"feature. And I've really enjoyed"},{"speaker":"Michael Mowbray","startTime":1464.15,"endTime":1467.99,"body":"it. It makes it easier if you're"},{"speaker":"Michael Mowbray","startTime":1464.15,"endTime":1467.99,"body":"going to put an LED up on a"},{"speaker":"Michael Mowbray","startTime":1467.99,"endTime":1471.77,"body":"boom, and you can connect with"},{"speaker":"Michael Mowbray","startTime":1467.99,"endTime":1471.77,"body":"it via the app and Bluetooth and"},{"speaker":"Michael Mowbray","startTime":1471.77,"endTime":1476.72,"body":"you can control the power up and"},{"speaker":"Michael Mowbray","startTime":1471.77,"endTime":1476.72,"body":"down. I use the Godox sz 150 our"},{"speaker":"Michael Mowbray","startTime":1476.72,"endTime":1482.78,"body":"RGB LED that's a lot via the app"},{"speaker":"Michael Mowbray","startTime":1476.72,"endTime":1482.78,"body":"and I can change the color right"},{"speaker":"Michael Mowbray","startTime":1482.78,"endTime":1485.33,"body":"from my phone. I can change the"},{"speaker":"Michael Mowbray","startTime":1482.78,"endTime":1485.33,"body":"power all that kind of stuff."},{"speaker":"Michael Mowbray","startTime":1485.33,"endTime":1490.55,"body":"It's very cool. So the the new"},{"speaker":"Michael Mowbray","startTime":1485.33,"endTime":1490.55,"body":"Golden Eagle 300 watt LED panel"},{"speaker":"Michael Mowbray","startTime":1490.58,"endTime":1494.63,"body":"is the first of the Golden Eagle"},{"speaker":"Michael Mowbray","startTime":1490.58,"endTime":1494.63,"body":"line to have its own app that"},{"speaker":"Michael Mowbray","startTime":1494.63,"endTime":1496.97,"body":"you can use with it and they're"},{"speaker":"Michael Mowbray","startTime":1494.63,"endTime":1496.97,"body":"going to be introducing other"},{"speaker":"Michael Mowbray","startTime":1497.06,"endTime":1502.34,"body":"LEDs this year and beyond that"},{"speaker":"Michael Mowbray","startTime":1497.06,"endTime":1502.34,"body":"will work out For the app, the V"},{"speaker":"Michael Mowbray","startTime":1502.34,"endTime":1506.39,"body":"300, as this is called, is"},{"speaker":"Michael Mowbray","startTime":1502.34,"endTime":1506.39,"body":"continuous by colors. So it"},{"speaker":"Michael Mowbray","startTime":1506.39,"endTime":1510.41,"body":"allows you to adjust the color"},{"speaker":"Michael Mowbray","startTime":1506.39,"endTime":1510.41,"body":"temperature from 3200 to 5600"},{"speaker":"Michael Mowbray","startTime":1510.41,"endTime":1513.89,"body":"degrees Kelvin. So you can dial"},{"speaker":"Michael Mowbray","startTime":1510.41,"endTime":1513.89,"body":"in all those points in between."},{"speaker":"Michael Mowbray","startTime":1514.61,"endTime":1518.21,"body":"I can see this being great for"},{"speaker":"Michael Mowbray","startTime":1514.61,"endTime":1518.21,"body":"portraiture, because it's large"},{"speaker":"Michael Mowbray","startTime":1518.21,"endTime":1522.62,"body":"enough to be a decently soft,"},{"speaker":"Michael Mowbray","startTime":1518.21,"endTime":1522.62,"body":"light source. It's 30 inches. So"},{"speaker":"Michael Mowbray","startTime":1522.62,"endTime":1526.19,"body":"think of it like a 30 inch"},{"speaker":"Michael Mowbray","startTime":1522.62,"endTime":1526.19,"body":"softbox. You know, that can give"},{"speaker":"Michael Mowbray","startTime":1526.19,"endTime":1529.31,"body":"you some decent portrait light."},{"speaker":"Michael Mowbray","startTime":1526.19,"endTime":1529.31,"body":"And it's gonna be great for"},{"speaker":"Michael Mowbray","startTime":1529.31,"endTime":1533.03,"body":"videography, it could be great"},{"speaker":"Michael Mowbray","startTime":1529.31,"endTime":1533.03,"body":"for TV production, even the"},{"speaker":"Michael Mowbray","startTime":1533.03,"endTime":1537.71,"body":"retail price and this is 949."},{"speaker":"Michael Mowbray","startTime":1533.03,"endTime":1537.71,"body":"But MoLight currently has it at"},{"speaker":"Michael Mowbray","startTime":1537.71,"endTime":1541.64,"body":"an introductory price of 899."},{"speaker":"Michael Mowbray","startTime":1537.71,"endTime":1541.64,"body":"And I should say you can run"},{"speaker":"Michael Mowbray","startTime":1541.64,"endTime":1545.9,"body":"this off at AC and it will run"},{"speaker":"Michael Mowbray","startTime":1541.64,"endTime":1545.9,"body":"off of two V mount batteries so"},{"speaker":"Michael Mowbray","startTime":1545.9,"endTime":1550.28,"body":"you can take it out on location."},{"speaker":"Michael Mowbray","startTime":1545.9,"endTime":1550.28,"body":"So if you want something to go"},{"speaker":"Michael Mowbray","startTime":1550.28,"endTime":1554.21,"body":"out and shoot LED or continuous"},{"speaker":"Michael Mowbray","startTime":1550.28,"endTime":1554.21,"body":"light and full sun, will this do"},{"speaker":"Michael Mowbray","startTime":1554.21,"endTime":1559.52,"body":"the job? Yeah, yeah, well, so"},{"speaker":"Michael Mowbray","startTime":1554.21,"endTime":1559.52,"body":"it's bright enough. So I'll add"},{"speaker":"Michael Mowbray","startTime":1559.52,"endTime":1563.9,"body":"the links to these new products"},{"speaker":"Michael Mowbray","startTime":1559.52,"endTime":1563.9,"body":"on the podcast page in Facebook,"},{"speaker":"Michael Mowbray","startTime":1563.9,"endTime":1566.93,"body":"so if you haven't, if you"},{"speaker":"Michael Mowbray","startTime":1563.9,"endTime":1566.93,"body":"haven't followed the podcast,"},{"speaker":"Michael Mowbray","startTime":1567.5,"endTime":1570.8,"body":"Facebook page, please do so."},{"speaker":"Michael Mowbray","startTime":1567.5,"endTime":1570.8,"body":"Because I'll be putting"},{"speaker":"Michael Mowbray","startTime":1570.83,"endTime":1573.68,"body":"additional information there."},{"speaker":"Michael Mowbray","startTime":1570.83,"endTime":1573.68,"body":"And be sure to join the Monday"},{"speaker":"Michael Mowbray","startTime":1573.68,"endTime":1576.35,"body":"morning couple of Mo podcast"},{"speaker":"Michael Mowbray","startTime":1573.68,"endTime":1576.35,"body":"group where you can also ask"},{"speaker":"Michael Mowbray","startTime":1576.35,"endTime":1579.68,"body":"questions and suggest topics and"},{"speaker":"Michael Mowbray","startTime":1576.35,"endTime":1579.68,"body":"join the rest of the community"},{"speaker":"Michael Mowbray","startTime":1579.95,"endTime":1583.37,"body":"as we grow this podcast"},{"speaker":"Michael Mowbray","startTime":1579.95,"endTime":1583.37,"body":"together. Thanks for listening"},{"speaker":"Michael Mowbray","startTime":1583.4,"endTime":1584.99,"body":"and talk to you next week."}]}