Running a Photography Business: Pricing Your Work

Introduction

• Welcome: The challenge and importance of understanding revenue
• Understanding revenue
• What are your goals?
• Full time vs. part time

1. Target Demographics

• Local vs. global
• Owning your zip code
• Different demographics require different methods of reach

2. Understanding Your Target Audience

• Seeing through their eyes
• Where are they and what's important to them?
• Understanding the value of what you offer

3. What Are Your Real Costs?

• Gear and software
• Equipment, space, and vendors
• Top 10 list of things most often forgotten: Education, travel, and insurance

4. What Are You Going to Offer?

• Different specialties and different products
• À la carte vs. packages
• Fee based?
• Services vs. hard goods

5. Pricing

• Single vs. 3–4 tiers
• Taking an appropriate margin and the key price points
• Competitors and your pricing

6. Working with Suppliers

• Using a professional lab
• Printing your own work
• Vendors in your network
• Knowing what's hot and what's not

7. Creating Added Value

• A complete strategy
• Promotional offers
• Products/services that are unique: Day in the life and extended coverage
• Partnerships and cross-promotions with other vendors

8. Your Costs

• Cost tips
• Understanding the market's key price points

9. When Things Don't Go As Planned

• Breathe: It's not a bad life—just a bad day!
• The economy
• Educating your clients

Conclusion

• Next steps