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Except for the fixed costs (equipment rental, assistants, editor, location, production staff, taxes, etc…), for first time clients I usually offer my full price (as a director, DP/cameraman or editor) and then I negotiate if necessary explaining that all fixed costs may not be reduced, but maybe just a small percentage of my own fee. I always keep in mind not to low my personal fee too much. Otherwise, it may sacrifice other professionals in the market. Hope it helps. Cheers!