photography business plan mission statement

How to Write a Photography Mission Statement

Focusing on the business side of your photography venture is the best way to stand out in a saturated market. The trick to every successful business is having a practical business plan, and every business plan starts with a mission statement. This post will teach you how to develop a mission statement for your photography business.

What is a Mission Statement?

Simply put, a mission statement is a written declaration of your business’ core purpose. This statement can be a single sentence or several, but regardless of length, it should:

• make clear your business’ core values
• clearly states the services that your business offers
• convey a sense of your business’ general intentions
• be unique and meaningful to  you
• should convey the work that you want  to do more of

Purpose always speaks louder than words or images. Prospective clients want to know if your goals and values align with theirs or the organizations they represent. As Simon Sinek says , people don’t buy what you do, they buy why you do it.

However, be sure that your mission statement also conveys the work you want to be hired to do. You might be talented at portraits and weddings, but if that’s not the kind of work you want to do more of, don’t make that part of your mission statement. Focus entirely on what you want to do. That is how you will attract your ideal clients.

What is a Vision Statement?

A vision statement is a bit different than a mission statement. While the latter communicates a business’ purpose and values, a vision statement provides more strategic direction. Specifically, a vision statement details what the business desires to achieve in the future. Do you need both a mission and vision statement? Not necessarily, but it certainly helps!

Sample Vision Statements

“To be the world’s most customer-centric company.” – Amazon

“Helping investors help themselves.” – Charles Schwab

“To provide access to the world’s information in one click.” – Google

1. Why do you do what you do?

To start, write down your specific reasons for wanting to be a professional photographer. What is it about photography that excites you? Why do you do what you do?

Example: I love using photography to help people see the best possible versions of themselves.

2. Determine what kind of photography work you want to do.

Before you can market yourself as a photographer, you need to establish what your specific services. Be very clear to yourself about what kind of freelance work you desire and to translate that to your website and business materials.

• Do you desire to focus on commercial clients or consumer clients?
• What specific types of photography will you focus on? (try to have no more than 3 to start with)

Example: I seek consumer clients seeking photos for their own personal use. I will focus on portrait photography and boudoir photography.

3. Describe your ideal client.

Everyone has their ideal photography client. For some, it’s a bride or family with young children; other photographers might prefer a major corporate or editorial client.

• What kind of clients do you want to work with?
• What photography environments and/or setups do you want to work with?

Example: My ideal photography client is women in their 20’s-40’s wanting beautiful portraits of themselves to treasure this period of their lives. I don’t mind doing environmental portraits in other people’s homes or public spaces like the park or beach. However, I thrive when shooting in a photo studio with a big lighting setup.

4. How does your business satisfy the needs of your ideal clients?

Consider the answers from questions 3 and 4. What do you love about photography, and how do you convey that passion to your clients? Your answers to these questions may end up highlighting your value proposition.

Example: I believe that all women of every age and shape deserve to feel sexy, beautiful and confident. My photography studio runs on the desire to provide intimate portrait and boudoir photography to women to boost their confidence and love the bodies they are in. All photo shoots are held in my private, film noir inspired photography studio that is staffed by other amazing women who love what they do.

5. Define your personal values, passions, and goals and relate them to your photography business.

Your personal values won’t necessarily be the same as your photography business, but the two will certainly influence each other. Start by listing your personal values, passions, and goals. Use these answers to do the same for your photography business. If you want to be thorough, brainstorm and run ideas by your friends, family, and co-workers. Sometimes, getting feedback and personal assessments from others is the best way to uncover unique traits about yourself that you weren’t aware of.

Sample Photography Business Mission Statements

• Our mission is to provide an enjoyable experience in front of the camera as well as timeless photographs that you will treasure for a lifetime. 
• As a photographer, my goal is to capture stories in the form of images. Photos have the power to help you relive a specific moment in time and recall all of the emotions and details surrounding that moment. When I work with you on a photo project, my goal is to provide you with photographic records of those moments. I want you to be able to look back at your photos years from today and be able to relive that moment in time.

What to do with your mission statement

Once you’ve settled on a mission statement, don’t be afraid to revise it in the future as needed. However, don’t stress over it and revise constantly. Make a poster or handwritten note to yourself with your mission statement on it, and put it somewhere visible where you always see it. Running a photography business is tough and there will be many times when you will lack motivation. It’s important to have a constant visual reminder of why you do what you do to keep you going during stressful times.

Next, take that mission statement and put it on any public-facing marketing materials such as your photography website , marketing proposals to prospective clients, flyers, or anywhere else it might be impactful. Speaking of a photography website, use your new mission statement to guide your website design, and your choice of portfolio images. Make sure all of your marketing materials, especially your portfolio, have a with a consistent style and vision, that complements your mission statement.

In Conclusion

At first glance, a mission statement might remind you of a faded piece of paper that’s taped to the walls of a corporate office, going largely ignored unless HR is conducting a test or survey. But the truth is any successful business should have a very clearly articulated reason for doing what they do, and that lives in the form of the mission statement.

Does your photography business have a mission statement? Include yours in the comments below!

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Crafting Your Photography Mission Statement

As a freelance photographer, your mission statement is more than just a collection of fancy words. It is a reflection of your passion, your purpose, and your professional goals. It serves as a declaration of your brand’s unique value proposition, the essence of your craft, and the driving force behind your work. A well-crafted mission statement can act as your guiding star, helping you navigate the competitive world of photography and steer your career in the right direction.

In this post, we aim to guide you through the process of creating a compelling photography mission statement. One that resonates with your target audience, sets you apart in the market, and most importantly, aligns with your personal values and aspirations. So, are you ready to craft a mission statement that truly reflects your photography business? Let’s dive in!

Understanding the Importance of a Mission Statement

A mission statement, though seemingly simple, carries immense significance. It encapsulates your purpose, your approach, and your commitment to your clients. It tells your audience why you do what you do and how you do it differently. But why is it so important?

Firstly, a mission statement guides your business decisions and strategies. It serves as a constant reminder of your core values and goals, ensuring that every step you take aligns with your mission. Secondly, it communicates your brand’s identity and value to your audience. It helps your clients understand what they can expect from you and why they should choose you over others. Lastly, a well-articulated mission statement can inspire and motivate you, especially during challenging times. It can rekindle your passion and drive, reminding you of why you embarked on this journey in the first place.

Key Elements of an Effective Photography Mission Statement

Now that we understand the importance of a mission statement, what makes one effective? An impactful mission statement should be clear, concise, and compelling. It should reflect your brand’s identity and resonate with your target audience. But beyond that, there are a few key elements that every effective photography mission statement should possess:

• Passion: Your love for photography should shine through your mission statement. It is this passion that drives your work and sets you apart.
• Purpose: What is your purpose as a photographer? What do you hope to achieve through your work? Your mission statement should answer these questions.
• Professionalism: Your mission statement should reflect your commitment to your craft and your clients. It should convey your professionalism and dedication.
• Uniqueness: What makes your photography business unique? What is your unique value proposition? Highlight these in your mission statement.

Remember, your mission statement is a reflection of your brand and your passion. It should be authentic, inspiring, and unique to you.

Steps to Craft Your Unique Photography Mission Statement

Creating a mission statement that encapsulates your unique vision as a photographer is not a one-size-fits-all process. It requires introspection, understanding of your target audience, and a clear definition of your value proposition. Below are the key steps to guide you in crafting your unique photography mission statement.

Reflect on Your Purpose and Passion

At the heart of every mission statement is the purpose that drives the individual or business. As a photographer, what is your why? What fuels your passion for photography? Understanding your purpose is crucial in crafting a mission statement that resonates with you and your audience.

Take time to reflect on why you chose to pursue photography. What do you hope to achieve with your work? Do you aim to inspire, to tell stories, to capture beauty, or to document reality? Your passion and purpose will be the foundation of your mission statement.

Identify Your Target Audience and their Needs

Knowing who your target audience is and what they need is another crucial step in crafting your mission statement. Who do you want to reach with your photography? What are their needs and expectations? Understanding your audience will help you create a mission statement that speaks directly to them.

Consider the types of photography you specialize in. Are you targeting families, businesses, individuals, or a specific niche market? What are the needs of these groups? How can your photography meet these needs? These are the questions that will help you identify your target audience and understand their needs.

Define Your Unique Value Proposition

Once you’ve identified your purpose and your target audience, the next step is to define your unique value proposition. What sets you apart from other photographers? What unique skills, perspective, or style do you bring to your work? Your unique value proposition is what will differentiate you in a saturated market.

Consider what makes your photography unique. Is it your creative style, your technical skills, your ability to capture emotion, or your commitment to a specific cause or message? Highlighting these unique attributes in your mission statement will help you stand out and attract your ideal clients.

Examples of Inspiring Photography Mission Statements

Now that you understand the steps to creating a mission statement, let’s look at some examples of inspiring photography mission statements. These examples are not to be copied verbatim, but rather to inspire you and provide a frame of reference as you craft your own unique statement.

Remember, a mission statement should be authentic and reflect your unique vision and purpose as a photographer. It should resonate with your target audience and clearly communicate your value proposition.

Incorporating Your Mission Statement into Your Brand

Now that you’ve created a mission statement that reflects your passion, purpose, and the unique value you bring to your clients, it’s time to weave it into the fabric of your brand. This isn’t a step to be taken lightly; your mission statement should be a guiding light, illuminating the path for all your business decisions, marketing strategies, and client interactions. It should resonate in every image you capture and every service you offer. But how exactly can you weave your mission statement into your brand? Let’s take a closer look.

Using Your Mission Statement to Guide Business Decisions

Your mission statement is more than a declaration of intent; it’s a compass that can guide your business decisions. When faced with a choice or challenge, refer back to your mission statement. Does the decision align with your stated purpose and values? If not, it might be worth reconsidering. Here are a few specific ways you can use your mission statement to guide your business decisions:

• Service Offerings: Your mission statement should inform the types of photography services you offer. If your mission is to capture the joy and love in family relationships, for example, you might focus on family portraits or wedding photography.
• Marketing Strategies: Your mission statement can also guide your marketing strategies. Use it as a touchstone to ensure your promotional materials and social media posts reflect your brand’s unique value proposition.
• Client Relationships: Your mission statement should influence how you interact with your clients. If your mission is to provide a stress-free photography experience, for example, you might offer flexible scheduling, a relaxed shooting environment, and quick turnaround times.
• Professional Development: Your mission statement can guide your professional development choices. If your mission is to capture the beauty of the natural world, you might pursue advanced training in landscape or wildlife photography.

In these ways and more, your mission statement can serve as a powerful tool to guide your business decisions, helping to ensure consistency and authenticity in every aspect of your brand.

Evaluating and Updating Your Mission Statement

As your skills grow and your business evolves, so too should your mission statement. It is vital to periodically review and reassess your mission statement to ensure that it stays aligned with your current goals and values. This ongoing process of evaluation and updating is what keeps your mission statement relevant, dynamic, and reflective of your evolving vision as a photographer.

Common Mistakes to Avoid When Writing a Mission Statement

Creating a mission statement that truly encapsulates your brand and vision is not an easy task. It’s easy to fall into certain pitfalls that can detract from the impact of your statement. Here are some common mistakes to avoid when crafting your mission statement:

• Being too vague or generic. Your mission statement should be specific and unique to your brand.
• Overloading the statement with buzzwords. Keep it simple and authentic.
• Ignoring your target audience. Your mission statement should resonate with the people you aim to serve.
• Overpromising. Your mission statement should be aspirational yet achievable.
• Not revisiting your mission statement. Regularly review and update your mission statement to keep it relevant.

Conclusion: Manifesting Your Mission Statement in Your Photography Practice

Once you’ve crafted your unique mission statement, it’s time to put it into practice. The real value of a mission statement lies not just in the words themselves, but in the actions they inspire. Here are some ways you can manifest your mission statement in your work as a photographer:

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Photography Business Plan: A Step-by-Step Guide

Do you have to make a photography business plan if you want to start a photography business?

Of course not. All you need to get started are sound photography skills, basic photography equipment and editing software, and the drive to make money.

But a business plan can really help you to get organized, focus your efforts—and ultimately make more money.

The thing is, when you run your own business, you can get so focused on the work itself that you forget to pause and think about the big picture—things like where do I want to go, and how am I actually going to get there?

In this article, I’m going to cover practical advice for creating a business plan for your photography work, with simple charts to help you allocate time to do the work and some different ways to think about what you actually need to include.

Why I Created My First Photography Business Plan

Why—and when—to make a business plan for photography, defining your photography business, what should be included in a photography business plan.

• Business Plans for Photography: The Components Explained

A Realistic Schedule for Creating Your Photography Business Plan

• An Example Photography Business Plan

I’ve been doing wedding photography for about 13 years. And I didn’t have a business plan for the first several years of my work. 

But eventually I realized I needed to get more strategic and thoughtful if I was really going to grow my business. So I stepped back and went through the exercise of creating a business plan. 

Then it became something I did periodically, to help me refocus and redefine my goals and plan for achieving them.

Today, I make six figures a year as a wedding photographer. And business planning has been key to my success.

Honestly, I would have benefitted from creating a business plan a lot earlier than I did. Most people—myself included—only take the time to make a plan when they’re at a crisis moment and they realize they really need to step back and do some strategic thinking. For me, it was because we’d just had a baby and needed more income. 

A good photography business plan gives you the structure for this kind of thinking.

Keep reading for guidance on when to create a plan for your photography business, the key parts of a good plan, and an example plan.

A photography business plan isn’t just paperwork—it’s your roadmap to success. 

Done well, your plan should help you do things like identify your target market, clearly define or refine your niche, and set realistic financial goals. 

For photographers just starting out, a business plan can be a game-changer. It will guide you through marketing, pricing, and identifying essential gear, saving you some of the headaches of stumbling through trial and error to pin these things down. 

And for those who already have steady income from photography, a business plan can help you make even more.

But when exactly do you need a business plan? 

Here’s a quick rule of thumb.

• Just starting your business and you’re serious about turning it into your full-time job.
• Have been doing some photography work on the side but now you want to turn it into a full-time gig.
• Already have a photography business and want to grow it in terms of clients, revenue, and types of work you offer.
• Need to tighten your belt and want to get more intentional with how much you make and how much you spend.
• Looking for funding or partnerships for your photography business.

→ It’s a good time to create a photography business plan

On the other hand, if you’re:

• Just testing the waters to see what doing photography work might be like.
• Freelancing here and there with no plans to do more.
• Slowly building your portfolio while doing a full-time job you like, with no definite plan for turning photography into a serious income stream.

→ You probably don’t need a photography business plan

Remember, it’s yours to make

Even if you don’t want to create a full business plan, you could probably benefit from taking some time to reflect on your business.

Set aside a few hours to think about your budget, how much you want to make, and how you plan to make it. 

Do things like: 

• Making projections for the next 6-12 months for both income and expenses.
• Reviewing your marketing efforts to see how well they’re performing.
• Brainstorming how you’ll get your next 10 clients, or next 50. 

Just pausing to think about any one of these things can be a great exercise to help you feel more focused and grounded in the work you’re doing. 

And these are just a few examples. I’d recommend skimming the business plan sections we cover below and choosing the ones you think will help you most.

You may not need 90% of what’s included in most formal business plans. But that last 10% could have a big impact on how you think about your photography work—and, most importantly, on how much money you make over the next few years. 

Before you dive into creating a business plan it’s helpful to define your business model.

Are you planning to work as a freelancer, offering services directly to clients at their locations? Or do you want to open a studio, where customers come to your carefully crafted space? 

It’s important to decide, because the way you work will define the work itself.

• A freelance model offers flexibility, requiring less initial investment and allowing you to adapt quickly to on-location photography niches like weddings, events, or portraits. 
• A studio model requires a bigger investment but it also allows you to create a controlled environment, which is ideal for high-end portraits, commercial work, or product photography. 

Along with deciding how you want to work, choose the niche(s) you want to do.

As we’ve already mentioned, the niche you choose will dovetail with the model of how you do the work. 

If you want to shoot weddings and events, you’ll be a freelancer, with no need for a studio. But if you want to shoot portraits for families, graduations, or business headshots, you may want to get a studio.

Here are the key components of any business plan for photography:*

Executive Summary

Company description, market analysis, organization and management structure, services offered, marketing and sales strategy, financial projections, funding requirements (if applicable), risk management strategy.

• Appendix (contracts, permits, legal documents)

*Or any other business

The Lean Photography Business Plan

Many photography businesses are one-person shows. 

If this is true for you, and you don’t plan to seek investors or hire employees, then you probably just need a lean version of a business plan.

That looks like this:

Remember, the plan is just for you, not anyone else.

And since that’s the case, everything you put into it should be tailored for your needs. 

On the other hand, if you were making a business plan to get investors, then you’d want your market analysis to demonstrate opportunities for growth and show a real sense for your market, with data-backed claims and charts, making an argument for why someone should take a gamble on investing in your business. 

But since it’s just for you, your market analysis can focus solely on how you’re going to make money: Identifying gaps in competition in your area, proposing packages or services you could offer that no one else is offering, or detailing other creative ways to make more money. 

And again, because the plan is only for you, maybe you decide you do want to include a risk management strategy even though I crossed it off above in the Lean Plan. Or maybe you’d like an appendix because you want to make sure your ducks are all in a row. 

I dig it. Do whatever you want!

The point is, the plan is yours to make and it should serve you and your goals alone.

Don’t waste time writing out information that won’t help you. If you think a section won’t meet your needs, skip it, and move on to the work that will really help your business flourish.

Business Plan for Photography: Key Components Explained

Above we listed the key components for making a business plan, then showed you a stripped down version for those who work alone.

Now, we’ll take a closer look at each component of the plan, defining it in detail so you can go and make your own.

Remember, it’s a summary. Keep it short, ideally to no more than a page.

What to include:

• Who you are . Briefly outline your photography business’s goals, niche(s), and services. Also, make it personal—talk about why you specifically want to do this work and why you’re well suited for it.
• Why your business should exist . List your unique selling points, including things like your creative style, special client experience, or a gap in the market in your area (for example: When you Google “event photography [MY CITY]“ there’s no results—this is a great opportunity! ). 
• How you plan to sell . Highlight your target market and vision for growth. 
• Goals for your business . How much do you want to make in month 1? Or year 1? Do you want to rank #1 for “wedding photographer Grand Rapids”? Do you want to be the preferred wedding photographer of the top five wedding planners in your area? Make your goals clear, concise, and actionable.

Business/Company Description

This is a detailed overview of your photography business. Creating this section is a chance for you to clarify what your business is about and its foundational elements. Being clear on these details will help you distinguish yourself in the market in your marketing materials, and when talking to potential clients or others in your industry.

• Business overview . Describe the core aspects of your business, including the type of photography you specialize in (e.g., weddings, portraits, events) and the services you offer. Ideally keep it to 1-2 sentences.
• Mission statement . Summarize your business’s mission and what drives your passion for photography. This should reflect your values and commitment to your clients.
• Unique value proposition . Highlight what sets your business apart from competitors, such as your distinctive style, exceptional customer service, or innovative techniques.
• Business structure . Specify your business structure (e.g., sole proprietorship, LLC, partnership) and any key team members or roles.
• Location . Mention your business’s physical location, even if it’s home-based, and any areas you serve (local, regional, international).
• Business history . Provide a brief history if you have been in operation for some time. For new businesses, explain the background and experience that led to starting your venture.

This section should demonstrate a solid understanding of the market landscape and your position in it. The goal of this section is to show how your business fits into the market.

• Define your market . Analyze your target market by identifying your ideal clients and their needs. 
• Define your competition . Evaluate your competition by identifying key competitors and analyzing their strengths and weaknesses. 
• How can you win? Highlight opportunities for growth and potential threats. You might win because no one is offering what you plan to offer or you might win because there are a lot of people offering the same thing, but you plan to do it better, or differently, or using channels to reach new clients that no one else has. (For example, if your sister is the most successful wedding planner in town, even though there may be lots of other wedding photographers in your area you might have a guaranteed client base if she’s willing to partner with you.)

Pro tip: Roll up your sleeves and get started.

Don’t be intimidated by this section. Just start Googling and see who comes up in your area. 

Look at their prices and how long they’ve been working. This research could lead you to realize that the niche you chose is oversaturated, and help you decide to either refine your niche to stand out, pick a different niche, or add some other way to make money, like selling photos online, to make sure you’re hedging your bets.

If it’s just you this will go pretty fast (or you might skip it altogether, as we suggest above in the Lean Plan ). But if you have employees, partners, or freelancers you’re managing, it can be really helpful to clearly define everyone’s roles.

• Who does what . Outline your business’s organizational structure, detailing the roles and responsibilities of each team member. Introduce key personnel and highlight their relevant experience and qualifications. 
• Org chart . Create an organizational chart to visualize the hierarchy. 
• Explain why it’s structured this way . Explain how your management structure supports your business goals and ensures smooth operations. 
• Plans for growth . Discuss any plans for future hiring and team expansion.

What do you sell? And how do you package and price it? 

• Clearly list services . Describe each service in detail, including pricing, packages, and any customizable options. 
• Highlight specialized services . Highlight any specialized services that differentiate your business, such as destination weddings, commercial photography, or drone photography. 
• Distinguish your services . Make sure to emphasize the quality and value your services bring to clients, supported by testimonials or case studies if available.

Pro tip: Spend time on this. 

How you package and price your services may not seem that important. But spending time being thoughtful here can really help uplevel your business. 

You may decide to beat your competition in pricing. Or you may decide to have an introductory package that beats your competition along with a more expensive package that lets you upsell to those who want more. Or you may decide to have the most expensive offering out there to differentiate yourself as the highest quality photographer in your niche (I’ve done something like this, and it paid off immensely). 

The bottom line is, I highly recommend spending time thinking about what you offer and how you package and price it.

Marketing = letting people know you exist and sales = getting them to hire you. At bottom, the two work together to keep your photography business making money. This section covers both activities, highlighting your strategies for getting new clients and keeping the ones you have.

• Marketing tactics . Cover how you will market your services in detail, discussing specific marketing tactics, including using online channels like SEO, social media, or digital ads and offline channels like mailers, fliers, or print ads. Don’t forget to include partnerships with local businesses related to your work and tactics for encouraging referrals.
• Sales process . Outline your sales process from lead generation (i.e., potential clients) to closing deals and follow-up (i.e., actual clients). 
• Promotional activities . Highlight any promotional activities, partnerships, or events you plan to do. 
• Brand strategy . Include your branding strategy and how you intend to build and maintain a strong brand presence. 

Pro tip: Don’t do everything. Start by doing just a few things that you know actually work.

You don’t have to be a marketing expert to run a successful photography business. As long as you have a few key ways to attract new clients, you’ll be fine. 

Using wedding photography as an example, this section could be as simple as: 

• Outreach . Meeting every wedding planner in my area and making sure they’re aware of my services + reaching out to all the wedding venues in my area.
• Referrals/word-of-mouth . Encourage word of mouth by offering discounts to referred clients and asking happy clients to refer you.
• Social media . Post to Instagram with relevant tags 3/week.
• SEO—keywording. Do basic SEO keywording so people searching for my niche in my area can find me (for example, “Boise wedding photographer”)
• SEO—Google My Business . Ask every happy client for a Google My Business review to improve my presence in local SEO.

Provide a detailed financial forecast for your photography business, including projected income, expenses, and profitability over the next 1-3 years. 

For those working just for themselves, the goal here is to make realistic projections about how much your business will make in revenue and how much you’ll need to spend to make that amount. Then, see if you’re happy with those numbers. If you’re not, start playing with the projections to see what you’d have to do based on your current expenses and revenue to make more.

(If this is just for you, you can leave out the financial statements portion.)

• Cover assumptions . Discuss assumptions underlying your projections and any anticipated seasonal variations in revenue. Highlight your break-even analysis and expected return on investment.
• Different projections . Model different scenarios to help you understand what the future could look like depending on how much you invest, both in terms of time and cash. Doing these projections could inspire you to focus on growing your business, since you’ll be able to see what your return could look like if you made a bigger investment.
• Financial statements . Include key financial statements, such as income statements, cash flow statements, and balance sheets. 

Identify potential risks that could impact your photography business, such as market competition, economic downturns, or technological changes. 

• Risk mitigation . Outline your strategies for reducing these risks, including contingency plans and insurance coverage. 
• Address different types of risk . Discuss how you plan to manage financial, operational, and reputational risks. 

If you are seeking funding, outline your funding requirements clearly. (This probably won’t apply to most photography business owners, though bringing in an investor is definitely a viable way to grow your business fast.)

• How much you need . Specify the amount of funding needed and how it will be used within your business. 
• Where your funding comes from . Detail your funding sources, whether it’s through loans, investments, or grants.
• Repayment plan . If applicable, provide a repayment plan, including projected returns. Also, discuss the ways that funding could help you grow your business.

This is the kitchen sink of the business plan. 

It’s where you put any additional documents that provide readers with a deeper understanding of your business and substantiate the claims you make in your plan. 

Think of it as a due diligence section, where you demonstrate that you’re an adult who has considered all the important aspects of running a business. But don’t just dump everything in here.  For the appendix to be useful, make sure the documents it includes are organized, clearly labeled, and easy to sort through.

• Contracts/contract template
• Legal documents
• Business structure documents, such as your LLC’s Operating Agreement and Articles of Organization (if you have one, of course)
• Resumes of key team members
• Detailed financial analyses

Even if you go the lean route there’s still a lot of work to do to create your business plan.

But if you already have a photography business you may feel too slammed to create your plan. After all, you’re focused on the actual work: Trying to bring in new clients, shooting for existing clients, and editing photos so you can deliver finished projects.

So how do you find the time to create your business plan?

You don’t have to do it all at once. I recommend breaking the work up and doing it a little at a time. 

I’ve found that doing it this way makes me slow down, and really give attention to each section. Otherwise I find myself rushing through key parts of the work because I get impatient, and just want to finish.

Here are a few example schedules to help you create a plan for your photography business.

Lean Plan Schedule

Full Plan Schedule

Sample Photography Business Plan

Want to see what a real photography business plan looks like?

Here’s an example business plan for a new wedding photography business we made up.

Business Plan: Elegant Moments Wedding Photography

• Owner : Jane Smith
• Business name : Elegant Moments Wedding Photography
• Location : Austin, Texas
• Profile : Photographer with 2-3 years of experience who plans to go all-in and commit themselves full-time to wedding photography.

Elegant Moments Wedding Photography specializes in capturing the most cherished moments of a couple’s wedding day with creativity and precision. Founded by Jane Smith, who has three years of experience in wedding photography, our business aims to become the leading wedding photography service in Austin, Texas. Our unique selling points include a personalized client experience, a distinctive artistic style, and a strong local market demand for professional wedding photographers. We plan to target engaged couples in the Austin area and expand our services over the next five years to include destination weddings and videography.

• Business overview . Elegant Moments Wedding Photography offers comprehensive wedding photography services, including engagement sessions, full-day wedding coverage, and custom photo albums. We specialize in a photojournalistic style that captures authentic, candid moments alongside beautifully composed portraits.
• Mission statement . Our mission is to create timeless, stunning images that tell the unique love story of each couple we work with. We are committed to delivering exceptional quality and a personalized experience for every client.
• Unique value proposition . We stand out in the market due to our personalized client experience, artistic style, and commitment to capturing both candid and composed moments beautifully.
• Business structure . Elegant Moments is a Limited Liability Company (LLC), with Jane Smith as the sole owner and operator.
• Location . Based in Austin, Texas, we serve clients primarily within the greater Austin area, with plans to expand to destination weddings.
• Business history . Founded in 2024 by Jane Smith, who has three years of experience in wedding photography. Jane’s passion for capturing love stories and her commitment to excellence inspired the creation of Elegant Moments.
• Industry overview . The wedding photography industry is competitive yet lucrative, with a steady demand for high-quality photographers. Couples are willing to invest significantly in capturing their special day, and the market is expected to grow as the wedding industry continues to rebound post-pandemic.
• Target market . Our primary target market includes engaged couples in the Austin, Texas area, aged 25-35, who value high-quality photography and are willing to invest in capturing their wedding day beautifully.
• Increasing demand for photojournalistic and candid photography styles.
• Growing popularity of engagement photo sessions.
• Rising interest in photo and video package deals.
• Strengths . Personalized service, distinctive artistic style, and strong local reputation.
• Weaknesses . Limited market reach initially, as a new business.
• Opportunities . High local demand for wedding photographers, potential to expand into videography and destination weddings.
• Threats . High competition from established photographers, economic downturns affecting wedding budgets.
• Engagement sessions . Personalized photo sessions capturing the couple’s engagement, offered on-location or in-studio.
• Full-day wedding coverage . Comprehensive coverage from pre-ceremony preparations to the reception, ensuring all key moments are captured.
• Custom photo albums . High-quality, custom-designed photo albums for preserving wedding memories.
• Photo and video packages (Idea for Future Service). Combined photo and video coverage for a seamless experience.
• Destination Weddings (Idea for Future Service): Travel to destination weddings to offer our unique photography services.
• Develop a strong, consistent brand image focusing on elegance, romance, and high-quality service.
• Create a professional website showcasing our portfolio, client testimonials, and service packages.
• Use social media platforms (start with just Instagram, then branch into Pinterest, then Facebook depending on time/success in terms of finding new clients) to showcase our work and engage with potential clients.
• Implement SEO strategies to improve our website’s visibility on search engines.
• Client referrals . Encourage satisfied clients to refer friends and family by offering referral discounts.
• Partnerships . Collaborate with local wedding planners, venues, and vendors to gain referrals and enhance our market reach.
• Invest in targeted online ads (Google Ads, social media ads) to reach engaged couples in the Austin area. Start with a small spend ($200/month) then scale based on results.
• Participate in local bridal expos and fairs to showcase our services directly to potential clients.
• Offer tiered pricing packages to cater to different budgets.
• Provide a detailed, personalized consultation to understand client needs and build trust.
• Follow up with potential clients promptly and professionally.

Year 1 projected net profit: $53,000

Here’s the expense/revenue breakdown:

Revenue Projections (Year 1):

• Engagement sessions : $10,000 (50 sessions at $200 each)
• Full-day wedding coverage : $50,000 (20 weddings at $2,500 each)
• Custom photo albums : $5,000 (20 albums at $250 each)

Total Revenue : $65,000

Expense Projections (Year 1):

• Marketing and advertising : $6,000
• Equipment maintenance and upgrades : $2,000*
• Travel expenses : $1,500
• Office expenses : $1,000
• Insurance and legal : $1,500

*Does not include possible startup costs to buy camera(s), lenses, and lighting equipment—assumes this equipment is already owned.

Total Expenses : $12,000

Net Profit Projections (Year 1):

• Total revenue : $65,000
• Total expenses : $12,000
• Net profit : $53,000

Growth Projections

• Year 2 . Increase in wedding coverage and introduction of video services, projecting a 25% revenue increase.
• Year 3 . Expansion into destination weddings, projecting an additional 20% revenue increase.

Now It’s Your Turn

As you can see, your plan doesn’t have to be dozens of pages long.

In a pretty short document you can lay out the key information you need to help you grow your business.

So now it’s your turn. Go ahead and get started planning your photography business!

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How to Write a Photography Mission Statement

Portraits Refined may earn a commission on purchases made from links on this page. For more information, read  Affiliate Disclosure .

A mission statement is an explanation of your photography business’s values and purpose. It communicates your purpose to clients.

Purpose of a mission statement

A mission statement may seem like something only big companies have. However, it’s isn’t just for big companies. As a photographer, you can benefit from having one.

Related: How to start a photography business

By having a mission statement, you can remind yourself of why you’re a photographer and who you serve.

It’ll also help focus your energy and attention because you’ll evaluate each business decision and photoshoot to ensure it aligns with your business.

Related: 20 inspiring photography quotes

If you choose to hire employees, or second-shooters, knowing what your business is all about will help them represent your business in a way that reflects your mission.

How to write one

Your mission statement doesn’t need to be several paragraphs long. Rather, it’s a sentence or short paragraph that defines your business.

It’s also important to understand the difference between a mission statement and a vision statement.

If you decide to write a vision statement, it’ll be focused on the future and where you’re headed. A mission statement is about who you are as a photographer, and why you’re here.

Ask yourself the following questions to craft a mission statement for your photography business:

• Why do you do what you do?
• What kind of photography do you do?
• Why is your business the perfect fit for your ideal client?
• What are your values?
• What makes you stand out?

The first step is understanding your purpose. Author and motivational speaker, Simon Sinek says, “people don’t buy what you do; they buy why you do it and what you do simply proves what you believe.”

Examples to get you started

The following are examples to inspire and get you started:

Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.

Canon : All people, regardless of race, religion, or culture, harmoniously living and working together into the future.

Sony : Fill the world with emotion, through the power of creativity and technology.

Christian Oth : Christian Oth Studio is a full-service photography studio committed to telling your love story through editorial-style photos of the highest caliber. We strive to foster a strong connection with our clients and gain a true understanding of their vision and goals. Headquartered in the Flatiron District of New York City, we serve both local and international weddings worldwide.

Randal Ford : Randal Ford believes that simplicity is the ultimate sophistication. He is obsessed with details, creative collaboration, and chasing a timeless aesthetic.

LinkedIn : The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.

Disney : The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Whether you’re starting your business, or have been in business for years, a mission statement will address the why behind your photography business.

It’ll briefly describe your purpose, and help you make decisions that’ll move your business in the right direction.

Featured image courtesy of Pexels.

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Building A Photography Business Mission Statement

• Cristel Wood
• Categories : Photography , Multimedia
• Tags : Multimedia photography topics photography business

So You Want to Be a Photographer?

So you want to be a photographer? More to the point, you want turn your photography into a business . In a market that is saturated in would-be photographers, this is not an easy task. It is by no means impossible, however, and the trick to developing a successful photography business depends on something so simply that most people tend to overlook it: a practical business plan with a solid photography business mission statement.

Ready to Take the Plunge into Photography Business?

What exactly is a mission statement.

A mission statement is the key to the success of any business, photography or otherwise. It is your chance to tell your customers what you do, how you do it, and how your business will fulfill their desires. It’s that simple. There are several things to consider while brainstorming for your mission statement. They are as follows:

- What is our purpose, as a business? What is it exactly that we do? What needs to we seek to satisfy?

- How do we satisfy those needs? How does our business operate? What do we /do/?

- What are our values, our passions, and our goals? Why did we get into this business in the first place?

Once you answer these basic questions, you can begin to form your mission statement. If you have a group of people, brainstorm! If you don’t, brainstorm yourself and run your ideas by friends, family, or co-workers. Try to keep it simple, expressing yourself and your business in as few words as possible. This will make it easier to remember, easier to print, and, in general, more people will be willing to read it. It’s also important to keep it open-ended. What does that mean? Keep your mission statement general and versatile, so that it is just as applicable five years down the road as it is today. Changing your mission statement will sometimes tell your potential customers that you are not sure of yourself, or where your business intends to go, and that can be detrimental.

Mission statements are the key to good business.

What do you do with a mission statement once you have decided on one?

What do you do with a mission statement once you have decided on one? That’s easy. Frame it and hang it around your office, print it on flyers or business cards, ask your employees, including yourself, to memorize it. The more the mission statement is known, and committed to memory, the easy it is to live by the values that it expresses. Don’t be afraid to share your mission statement with others, either. Oftentimes, you will get creative feedback which will allow you to fine-tune and improve your mission statement. The earlier you share with others, the earlier you can create the perfect mission statement.

Know where you want to go!

What does a mission statement accomplish?

A business mission statement accomplishes many things, including attracting the right customers for you, setting a goal for yourself, and giving your employees a focus statement to aspire to and believe in. You should memorize your mission statement, and have your employees, if you have them, memorize your business statement. It is, after all, what you are all about and what you strive for. Customers will be attracted to you via your mission statement, so if you have a statement that fits you perfectly, you will have customers that fit you perfectly, seeking the same values and ideals.

Like attracts like, as described in the law of attractions (LOA), and you will benefit from having a mission statement that is clear, decisive, and appealing to the group of customers you are looking to attract.

Not to mention that once you have a mission statement, you can draw new customers looking for certain values and goals.

In the photography business, this is especially important. There are thousands of photographers out there, so what makes a customer choose you over the other options? Your mission statement, which involves your values, your goals, and your personal care. Make it clear to your customers why you are in the business in the first place, what you are trying to do, and why they should be a part of it. If you do that, and do it clearly, you will find that people seekn you out. Never underestimate the power of a strong mission statement.

Remember that you are a photographer. You have your own ideas, perspectives, and visions. Include them in your mission statement and make yourself, and your business, stand out.

A good mission statement means success.

A few more things to think about.

Although a mission statement is the most imporstant step in creating a business, there are a few other steps, outside of the typical business plan, that will lead you in the right direction. For example, the name you choose for your business can be almost as important as your mission statement. It separates you from the crown, gives your customers a personality to relate to, and will ultimately make or break you.

You might also want to consider possible problems with your mission statement. It is, after all, the most powerful aspect of your business plan. You should consider it from all angles, and all perspectives, and don’t be afraid to modify it to fit your needs.

You should also never forget the technical aspect of your business. Business ideology and mission statements will drive your business, but legality will make your business solid. Always keep up to date on taxes, legal documents , and all other paperwork required to operate a prospering, growing business. Ideas are important, a mission statement is important, but in the end, the law is most important.

Most important!

Never be afraid to succeed!

Image Attributions

All images in this article fall under the creative commons attribution license agreement. For imformation on creative commons attribution laws, please see https://creativecommons.org/licenses/by/2.5/ .

Ready to Take the Plunge into Photography Business? The image, tittled ‘ Jumping Off Mt. Evans ’ by krossbow is available at https://www.flickr.com/photos/krossbow/3897879326/ .

Mission statements are the key to good business. The image, titled ‘ The Key To Your Success ’ by Clearly Ambiguous is available at https://www.flickr.com/photos/clearlyambiguous/96998932/ .

Know where you want to go! The image, by Bios, is available at https://commons.wikimedia.org/wiki/File:Kompas _Sofia.JPG.

A good mission statement means success. The image, titled ‘ Climbing Journal Mount Rinjai package | 29th May 2010 ’ by Bohari Adventures is available at https://www.flickr.com/photos/trekkingrinjani/4930552641/ .

Writing a Photography Business Plan: Complete Guide

By Tata Rossi 16 days ago, Professional photography

To successfully start and develop your business, you should make up a photography business plan that will help you get stable increasing revenue.

A business plan for photography is like a map for a traveler – it specifies your goals and explains how to achieve them. It is a great way to assess your achievements and monitor your progress. Moreover, if you want to get engaged in some new projects, you should also include them in your plan and it will help implement all the ideas faster.

Finally, a photography business plan is something you can’t do without in case you want to attract new partners or investors.

Photography Business Plan: Key Elements

If you want to know how to start photography business with no money , you should get acquainted with the key elements of a photographer business plan.

1. Executive Summary

An executive summary is an introduction to your photography business plan. It is a clear preview that defines your objectives as a photographer and your mission statement. Decide what photography genre you want to engage in. The most profitable genres are the following ones:

• Portrait photography
• Wedding photography
• Boudoir photography
• Newborn photography
• Studio photography
• Underwater photography
• Product photography
• Food photography
• Real estate photography

Later, when you already have your regular clients and orders, you may dive deeper into different specialties. But, to begin with, you should present yourself as a specialist in one particular genre (newborn, wedding or portrait photography) and prove that you are not like anyone else.

In this section, describe the key components for the success of your business. It may be the experience you provide during the shooting or how you promote your business. If you write all this down, it will help you implement your ideas faster.

2. Company Description

When you describe your company in the photography business plan, you should highlight the most important ideas about your business.

First of all, you should decide on the business entity you want to have. Research your business formation options and assess your current business state. If necessary, consult a lawyer or financial advisor and they will help determine what structure is the most suitable for you ‒ a limited liability company (LLC), general partnership, sole proprietorship, or another organization.

The next point is to describe where you are going to do business. For example, if you work much in a studio, it’s recommended to lease or buy some premises. However, if you shoot events, a studio is not necessary.

Also I recommend making photography business cards . It may be the only thing standing between your photography portfolio and your potential customers.

3. Assess the Competition

Every shooter should clearly understand who their competitors are. So, research your target market and demographic area, and decide on how you are going to win the clients.

You may use some analytics tools, like Quantcast , Alexa and Google Trends that will identify and assess competitors in the area and help you find new clients. It will also help you improve your services.

Besides, you may use the U.S. Small Business Association’s SizeUp tool . It provides the info on other similar services in the area and local consumer spending in that category, enabling you to size up the competition in your market.

However, mind that the coronavirus pandemic affected all types of business, including a photography one.

4. Consider Your Target Market

Writing a photographer business plan, you should research your target market. To begin with, do some research about photography in general and how the photography business is developing in your region. Only then you will be able to narrow down your target market.

Who are your potential clients? Who are your ideal customers? Learn as much as you can about them and you will be able to attract the right people. It won’t hurt to create a client profile and study photography marketing tips that will help you understand your potential clientele.

I believe that the following four customer segments should be primarily targeted:

New Parents . People expecting a child or those with a newborn child try to capture these magic moments to memorize them for long years. They don’t want just images on their smartphones. They want to have qualitative professional shots that will impress everyone. So, if you choose this photography direction, discover various newborn photo ideas and maternity photo ideas first.

Families . Many families regularly update their photo albums with new family portraits or pics from events. Some people take photos for their homes, offices, wallets or holiday cards. That is why I recommend learning more about family photography and considering some family photo ideas .

Area Businesses . Today, even the smallest company has its website and pages on social networks. Businesses want to create the best Internet sites providing pics of their facilities, portraits of the staff, etc. As a rule, businesses try to find one professional for a long-term relationship that will satisfy all their headshot photography needs.

Product Manufacturers . E-commerce is on its peak today, with businesses creating products and selling them online. Consequently, they need qualitative images for websites, brochures, spec sheets, and other marketing materials. Such companies don’t need a staff shooter so they outsource this task to freelance photographers or photography studios.

If you want to work in this segment, you should get acquainted with these food photo ideas , learn how to edit food photos and also look through some product photography tutorials .

5. Develop Key Marketing Strategies

We proceed with your photography business plan and you have already decided whom to sell your services to. Now it’s time to decide what strategies you apply to achieve your goals. What activities will lead you to success?

I often send a PDF of my recent work to advertising agencies and publishers. Remember that even famous photographers used to include external promotion in photography business marketing.

If you are a wedding photographer, connect with some bridal boutiques and hair saloons ‒ you may cross-refer your services. In case you are involved in commercial real estate photography , cooperate with real estate agencies.

Considering that social networks are rapidly developing nowadays, I suggest creating your pages on Facebook and Instagram so that your potential clients get acquainted with your works. For better results, learn how to have successful Instagram .

By the way, you may also use photography business apps to make your working process easier and more convenient. They will help monitor costs, organize photoshoots, promote business, etc.

Starting a podcast is also a way to gain authority in your field and attract customers to your marketing funnel. Imagine how many great (or not so great) photographer stories you can share with your audience! To learn more, we recommend this article about how to become an expert in your field through podcasting .

6. Think about Portfolio

One more point in your business plan for photography services should belong to your portfolio. It is a base of your previous works available for any user interested in your professional activity. For today, the most effective way to acquaint your prospective clients with your works is to create a photography portfolio using website builders .

Mind that your website should highlight your images and be convenient for users. Moreover, it should be easy to find your contacts there. Finding such project-based assistants is very easy because many skilled people favor modern freelance ideas and opt for remote work rather than a 9-to-5 schedule.

7. Determine Pricing Strategy

You should set up prices that will make your business competitive in the area. Will you have packages or provide à la carte services? Maybe, you will charge by the day, per shot, or by print or download. Moreover, you will have to decide how you will take payments from your clients. The most popular payment method in the photography business is invoices. It is a great way to get paid as quickly as possible.

8. Consider Your Operations Strategy

In this section of the photography business plan, you will have to describe in detail where you will work. Many portrait photographers arrange studios at home and work there. If you are a commercial shooter with clients and creative directors, you need to rent a studio.

However, depending on the photography genre you are involved in, you might not need a studio all the time. So, there is no need to rent a studio on a monthly basis. Decide what genre you are going to work in and where you will photograph more often.

In case you need a professional studio, I recommend learning how to find photography studio rental .

9. Define Business Participants

There are two ways here. The first one ‒ you will take pics and edit them by yourself. Yes, it will be cheaper since you don’t have to pay money for that. However, on the other hand, you will not have time to rest and you will have to turn down new orders because you have to edit photos from previous shootings.

The second way ‒ outsource retouching services . If you approach these guys, you will get at least three benefits.

Firstly, you will have some time to develop your business. Secondly, you will boost your productivity. Finally, you will not waste time on image post-production.

10. Financial Component of Your Business Plan

A solid financial plan is an integral component of each photographer business plan. A big part here belongs to startup costs. They include:

• legal advice
• website design
• essential photography gear
• advertising

To begin with, estimate how much money you need to cover these costs and how much capital you have in reality. You may consider such funding options as small business loans, grants and crowdfunding.

In the future, when you are already working and fulfilling orders, you may include other financial statements in this section, like a balance sheet, cash flow and income. They will help you create a cash-flow analysis and monitor the financial success of your business.

If you are not good at accounting and finances, it’s better to approach a professional for advice or utilize a tool like Upmetrics for effective planning and guidance along the way.

11. Make a SWOT Analysis

A SWOT analysis is a planning technique used to determine the strengths and weaknesses of your business, opportunities open to it and threats that it might face. When you examine these internal and external factors, you will be able to create strategies to address challenges and find your niche in the market.

Making a SWOT analysis online , you may look at a business as a whole or consider some specific projects before they are launched. It’s often displayed as a matrix with each of the categories (strengths-weaknesses-opportunities-threats) occupying a cell on a table.

• Executive summary
• Company description
• Assess the competition
• Consider your target market
• Develop key marketing strategies
• Determine pricing strategy

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Home » Blog » How to write a successful photography business plan.

• Business and Management

How to write a successful photography business plan.

Whether you want to know how to open up a part-time photography business , start a photography business or take your existing one to the next level, the best place to start is with a plan. A photography business plan is a document that outlines what you hope to accomplish with your business. 

As your business comes to life or goes through change, you can use a business plan to measure your progress and re-calibrate your professional goals. In addition, if you are planning to pitch your business to potential investors for brand partnership opportunities, a business plan is one of the documents you can use to help bring credibility to your business.

However, learning how to start a photography business the right way doesn’t have to be overwhelming. Taking the right steps to showcase your photography services beyond your online portfolio website can set you off on the right foot and continuously help you attract the caliber of clients you want.

Why you need to make a photography business plan. 

Running a small business is hard. You may have heard the lifespan statistic that 20% of small businesses fail in their first 2 years, 30% fail in their first 3 years, and 50% fail after operating for 5 years. While this number is discouraging, the number one reason for the small business mortality rate is the lack of financial planning.

This is why using available tools is essential to your business’s long-term success and to your ability to grow your business. A business plan is critical in keeping you on track with your business goals and identifying where your business is lagging before, during, and after growth.

The main components of a photography business plan.

While you can customize the components of a photography business plan to suit your needs, the standard components are:

• Executive summary
• Business description
• Product or service portfolio
• Target market
• Competitive landscape 
• Marketing approach
• Operations & logistics

These elements work together to provide you and your possible stakeholders with a fulsome portrait of your business and its potential. We will go into further detail about these individual components in the following sections.

Write an executive summary.

The executive summary is a 50-250 word section at the start of your photography business plan that focuses on big-picture goals and outcomes of your company. This section summarizes the entirety of the document and should serve as the “elevator pitch” for your company, and its unique position to succeed. A good question to ask when compiling your executive summary is, “What are 3-5 things I want my clients to remember me by?”

Some of the elements to include in your executive summary are your experience, your specialties (ex. commercial photography , landscape , or wedding photography ), and key components of your business that contribute to your success, such as your marketing efforts or a unique angle you bring to the industry.

Explain your company in a business description.

While you may have a clear vision for your business inside your head, being able to succinctly express it to clients and stakeholders is key to your professional success. When compiling your description, it’s important to be as specific as possible.

First, learn about different organizational structures and the associated terms that come with the territory. Are you running a sole proprietorship, partnership, an incorporated company, or another type of business?

Second, your business description should also outline additional details including the history of your business. It gives possible stakeholders an idea of what your business is about and how it began.

In addition, you want to share your business’ mission statement. Because you will go into more details about the offerings and other aspects of your business, it’s best to keep your company description simple and provide only a high-level overview.

Describe your product and services.

This is the place to talk about the types of photography services and products you offer, and the ones you plan on expanding into in the near future. 

As part of your product and services description, provide a comprehensive pricing model. Your pricing model should cover the types of sessions, services (shooting, editing, formatting) you offer, and their associated fees. For example, do you offer mini photography sessions or 2-hour shoots? Is there a sliding scale for editing services, color correction, or airbrushing? Do you handle the physical production of photos, or is the handoff done digitally?

A competent photography business relies on the client’s clear understanding of your “menu” of skills and services.

Lastly, detail the types of services you offer and the types of products you want to focus on that bring you the most income.

Determine your target market.

Targeting your customers is no simple task, as small business owners want to serve everyone. Nevertheless, it helps you to focus on your customers who need your products. You’ll end up wasting money marketing your product to people who don’t need it or have any interest in it.

Understanding your target audience means researching your local market to identify where demand exists. You can search forums and Facebook groups to see what kinds of photographers people are hiring and how much they’re willing to pay. 

For example, a professional wedding photographer should join relevant local event planning and vendor groups on social media to build connections and promote their wedding photography services. Keep in mind that a wedding photographer often has to travel to a location to shoot the wedding, and make sure to factor it into your project estimates. 

While a target audience looks different for everyone, it’s important for your photography business to have a few areas of specialty that help build up credibility and steadily bring in clients.

Conduct a competitive analysis.

As you conduct research on your local market, you will start to discover there are a number of different photographers that offer similar services as you. To create a thorough competitive analysis, take the list of competitors, and evaluate them in different areas. Conducting this analysis will help you determine what sets yours apart.

When looking at your competitors, consider the following questions:

• Are my product offering and pricing model as straightforward as theirs?
• What is their tone of voice (ex. humorous/expert/familial)?
• Who is their target audience?
• What do they bring to the table that I do not, and vice versa?
• How can I differentiate myself from them?

To help you understand how your business is perceived, you can seek the help of a brand marketing professional. To take a more DIY approach, you can send your portfolio website to a roundtable of friends and colleagues and ask them how they would describe your business. Collecting these adjectives and looking for common threads can help you understand how your business is perceived and use these findings to your advantage in your marketing efforts.

Conducting a thorough competitive analysis can help you determine your own competitive edge and stay abreast of the competition. As a best practice, get into the habit of conducting a competitive analysis on an annual basis to stay informed about how your industry and your local market evolve over time.

Detail your marketing strategies.

In marketing, there is a saying that goes, “hope is not a strategy.” Yet many organizations allow an “if you build it, they will come” mentality to drive clients toward their marketing efforts.

In reality, a continuous funnel of new and repeat customers is what ensures their long-term success. This is why continuous marketing efforts are the number one way to ensure a consistent workload. Your marketing should work in tandem with a greater marketing plan that aligns all your efforts.

Because stakeholders and investors know the importance of marketing, they will look for a comprehensive and proactive marketing strategy when evaluating your business plan. This is why it’s important to outline the various marketing mechanisms you plan to use in your marketing plan.

Your marketing strategies encompass your marketing programs and your photography portfolio. 

Marketing programs.

Marketing programs mean any platforms, channels, or mechanisms you use to promote your company and attract customers. These may include email marketing campaigns, direct mail initiatives, local photography directory memberships, trade shows, your social media presence, and any paid social media advertising campaigns.

Photography portfolio.

Your online photography portfolio is an essential part of your marketing toolkit. After you make your potential customers aware of your business with your marketing programs, they will seek out a digital presence to explore your abilities as a photographer and to see if there is a fit. A portfolio experience can make or break a client lead, which is why it’s important to invest in a portfolio website that represents the unique offering your photography brings to the world. You can learn how to build a portfolio website the right way with our helpful guide.

One place for everything from proofing to selling.

Share and sell your photos directly from mobile-friendly, interactive online galleries designed to impress your clients.

Think about operations. 

While service businesses like photographers traditionally have fewer logistics than brick-and-mortar ones, it’s still important to consider the day-to-day logistics and expenses when compiling your business plan.

The operations portion of your photography business can include details like information about where you conduct work.  Many photographers choose to conduct business out of a home studio or office, holding a majority of their sessions at outdoor locations, client homes, and occasionally utilizing a professional studio. Meanwhile, commercial photographers almost always rely on a professional studio to conduct their business. 

Because different types of photographers have different operational needs, stakeholders will look for this information in your business plan to help assess the overhead cost of the operations. Understanding your operations also helps you to plan for potential opportunities in the future.

Draft your financial plans. 

This portion of your photography business plan is important to understanding the overall factors in the cash flow of your venture. Cash flow refers to the amount of money going in and out of your business. 

While compiling this section of your business plan may take the most time, it’s important to get it right to have an accurate understanding of the amount of money it takes to run your photography business, and which investments (ex. new lenses or editing software) are feasible within your business profits.

If you are a new business owner getting into photography, this section of the plan is where you outline the equipment you hope to invest in and what types of services it will be used for. Consider that as a professional photographer, you may need to invest in two copies of every item in case of malfunction. Some photographers, who may be just starting out, may use rental equipment to help them offset the costs of duplicates. However, the cost of renting can add up, which is why purchasing may be the cheaper option in the long run.

As a photographer, you are investing in hardware and software that is imperative to your job. To protect yourself, consider insuring your photography equipment and professional computer in case of theft. You can outline your insurance policy coverage and its cost in the financial portion of your plan. 

Create a timeline.

For photographers, a timeline is a management tool that helps you keep your business goals on track. Some of the key activities to include in your timeline are marketing, financial, investing, and operational in nature. 

In your timeline, consider setting goals for when you expect to pay back for the items listed in the financial portion of your plan. Calculating how many completed photography sessions it would take to cover the cost of the item can help you calculate this date.

It’s important to remember that timelines don’t need to be complicated. You can simply write down the task and the date by which you hope to complete it in sequential order. To help you stay on track, you can put reminders in your email calendar that notify you when you are nearing the anticipated completion of a task, as well as your personal deadline for its completion.

Putting your photography business plan together.

Compiling a photography business plan is an important step in starting your business and in evolving an existing one. While our photography business plan outline contains all the elements to run a successful photography business, there is nothing like drawing inspiration from what’s out there. A tried and tested photography business plan sample can give you the guidance you need to brainstorm the ins and outs of your business.

While all photography business plans are slightly different, most professional photography business plans are clear about their vision and how they want to get there. We’ve collected sample photography business plans from some of the best and most successful photographers in the industry and made readily editable templates for a fast and comprehensive photography business plan.

If you are just starting with your venture and feel a little lost, be sure to check out startup costs for your photography business and three business questions new photographers often ask . These guides give you the important information you need to get started on turning your photography dream into a viable business.

Photography business plan examples.

A sound business plan will set you on the path to success as a photographer. Whether you are a studio photographer, wedding photographer, or anything in between, these industry-specific photography business plan examples will help you kickstart your career.

Photography studio business plan.

If you run a photography studio, the most important element of your business plan is the photography business description. This segment in your photography studio business plan consists of a thorough description of all of the activities you engage in and the services you offer.

By keeping a detailed checklist, you can be clearer with your clients about the studio photography services you offer and market your business accordingly. Our guide to photography marketing shows you how to attract new clients the right way, without spending a dime.

Wedding photography business plan.

Creating a wedding photography business plan is a crucial step in better understanding your market and the opportunities you can leverage with your skills and experience. If there are any specific photography services you offer that other wedding competitors don’t, make sure to include them in your business plan.

If you are looking for a place to start, a simple Google search will provide you with a range of wedding photography business plan samples to work from, which can be tailored specifically to your business.

Now that you are armed with your photography business plan, you can attract better clients and be prepared for the future with a firm grasp of your competitive edge and industry shifts. Don’t forget that along with a solid business plan you need a beautiful website portfolio to show off your work and start getting clients.

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Cheryl is the Director of Content Strategy at Zenfolio and the Owner/Photographer at Portraits by Cheryl and Seniors by Cheryl in Raleigh, NC. Cheryl has mentored countless new photographers looking to build successful photography businesses.

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Sample Photography Business Plan

Writing a business plan is a crucial step in starting a photography business. Not only does it provide structure and guidance for the future, but it also helps to create funding opportunities and attract potential investors. For aspiring photography business owners, having access to a sample photography business plan can be especially helpful in providing direction and gaining insight into how to draft their own photography business plan.

Download our Ultimate Photography Business Plan Template

Having a thorough business plan in place is critical for any successful photography venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can give you clarity on realistic financial projections and help you secure financing from lenders or investors. A photography business plan example can be a great resource to draw upon when creating your own plan, making sure that all the key components are included in your document.

The photography business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your photography as Growthink’s Ultimate Photography Business Plan Template , but it can help you write a photography business plan of your own.

Photography Business Plan Example – LensLegacy Studios

Table of contents, executive summary, company overview, industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

LensLegacy Studios, nestled in the vibrant heart of Minneapolis, is poised to revolutionize the photography industry with its innovative approach. Our mission is to provide top-tier photography services that not only capture moments but tell a story, creating lasting legacies through the lens. With a focus on utilizing the latest technology and creative techniques, we offer a wide range of services tailored to meet the diverse needs of our clients. From capturing life’s most significant milestones for individuals and families to providing professional imagery that propels businesses forward, our studio is dedicated to excellence. Our strategic Minneapolis location allows us to connect with a broad clientele, ensuring we are an integral part of our community’s most cherished moments and commercial successes.

Our journey to becoming a cornerstone in the photography market is fueled by several key success factors and notable accomplishments. The expertise and passion of our founding team have been instrumental in shaping our innovative service offerings and customer-centric approach. We have successfully established a comprehensive portfolio that showcases our ability to cater to a wide array of photography needs, setting us apart in a competitive landscape. Additionally, our strategic partnerships with local businesses and our proactive engagement in networking activities have significantly expanded our market reach. These efforts have not only built a strong foundation for our brand but have also fostered a loyal customer base that appreciates the quality and uniqueness of our work.

The photography industry is witnessing a dynamic shift, driven by technological advancements and changing consumer preferences. Traditional photography services are being complemented with digital innovations, allowing for more creative and personalized offerings. This evolution has opened up new market segments, including personal branding and social media content creation, reflecting the growing demand for high-quality, engaging visuals. The competitive landscape is diverse, with studios differentiating themselves through niche specializations and superior customer experiences. Our strategic focus on leveraging the latest technology and trends positions us well within this evolving industry, enabling us to meet the expanding needs of our clients while staying ahead of market dynamics.

LensLegacy Studios targets a wide spectrum of customers, from local residents celebrating significant life events to businesses seeking professional photography solutions. Our primary market comprises individuals and families in Minneapolis, looking to capture weddings, anniversaries, and other milestones with high-quality, memorable photographs. Additionally, we cater to the commercial sector, including real estate agencies, retailers, and hospitality businesses, offering tailored photography services that enhance their online presence and marketing efforts. Recognizing the growing trend of personal branding, we also provide specialized packages for influencers, entrepreneurs, and professionals aiming to strengthen their digital footprint. This diversified customer base underscores our adaptability and commitment to meeting the evolving needs of our community.

Our top competitors include local photography studios that offer similar services. However, LensLegacy Studios distinguishes itself through a unique combination of cutting-edge technology, creative excellence, and personalized customer experiences. Our competitive advantages lie in our ability to deliver unparalleled quality and innovation in every project, coupled with our deep understanding of the local market. This enables us to provide services that not only meet but exceed the expectations of our diverse clientele, setting us apart in a crowded industry.

At LensLegacy Studios, our marketing strategy is centered around showcasing the breadth and depth of our photography services, complemented by competitive pricing. We offer a diverse range of services, from event photography to commercial shoots, all tailored to meet the specific needs of our clients. Our pricing strategy is designed to offer value while reflecting the premium quality of our work. To promote our studio, we leverage a mix of digital marketing tactics, including SEO, social media marketing, and email campaigns, alongside traditional advertising methods. Special promotions and partnerships with local businesses further enhance our visibility and attract a broad clientele. This comprehensive approach ensures that we effectively communicate our value proposition and engage with our target markets on multiple levels.

Our operations plan is meticulously crafted to ensure the seamless delivery of our services. Key operational processes include efficient booking, shooting, editing, and delivery workflows that prioritize customer satisfaction and turnaround times. We are committed to achieving several milestones, such as launching our business, building a robust portfolio, establishing a strong online presence, and fostering key partnerships. By securing high-quality equipment and software, and possibly expanding our team, we aim to enhance our operational capacity. Implementing an effective marketing strategy and optimizing our operational processes are pivotal to reaching our financial goal of $15,000 per month in revenue, while continuous improvement based on customer feedback will keep us aligned with our mission of excellence.

The backbone of LensLegacy Studios is our highly skilled and passionate management team. With a wealth of experience in photography, business management, and customer service, our leaders bring a diverse set of skills that drive our studio’s success. Their collective vision for innovation and excellence in the photography industry shapes our strategic direction and operational approaches, ensuring we deliver unmatched value to our clients. The team’s dedication to fostering a culture of creativity and continuous improvement is integral to our growth and sustainability.

Welcome to LensLegacy Studios, a new Photography venture based in the heart of Minneapolis, MN. As a freshly established local photography business, we’ve identified a significant gap in the market – the absence of high-quality local photography services. Our mission is to fill this void by offering exceptional photography solutions to our community.

At LensLegacy Studios, our portfolio of offerings is both diverse and specialized. We provide a wide range of photography services to meet the varied needs of our clients. These services include photography sessions that capture life’s most precious moments, event photography that documents your special occasions with a keen eye for detail, and photo editing and retouching services that ensure your images are picture-perfect. Additionally, we offer photography workshops and training for those looking to hone their skills under the guidance of experienced professionals, as well as commercial photography services tailored to businesses seeking high-quality visual content. Our studio is fully equipped to cater to all your photography needs, ensuring a one-stop solution for our clients in Minneapolis, MN.

Our strategic location in Minneapolis, MN, positions us perfectly to serve the local community with ease and efficiency. This proximity to our clients not only allows for convenient service delivery but also fosters a deeper connection with the community we aim to serve.

The foundation of LensLegacy Studios is built upon solid ground, with a unique blend of factors that poise us for success. Our founder brings invaluable experience from previously running a successful photography business, ensuring that we are well-versed in the intricacies of the industry. Moreover, our commitment to quality sets us apart from the competition. We pride ourselves on taking better quality photos and offering a wider array of packages, catering to the diverse needs and preferences of our clients.

Since our inception on January 3, 2024, LensLegacy Studios has made significant strides as a C Corporation. Our accomplishments to date include the creative development of our brand identity, with a carefully designed logo and a compelling company name that resonates with our mission and values. Additionally, we’ve secured an ideal location that not only serves as our operational base but also enhances our accessibility to clients. These milestones mark the beginning of our journey, laying a strong foundation for our future endeavors.

The Photography industry in the United States is currently a thriving market, with an estimated size of over $10 billion. This figure includes revenues generated from various photography services such as portrait, commercial, event, and stock photography. With the increasing demand for professional photography services across different sectors, the industry is expected to continue growing at a steady rate in the coming years.

One of the key trends driving the growth of the Photography industry is the rise of social media platforms and online marketing. Businesses and individuals alike are increasingly relying on high-quality visual content to attract and engage their target audience. This presents a great opportunity for LensLegacy Studios, a new Photography serving customers in Minneapolis, MN, to capitalize on the growing demand for professional photography services in the digital age.

Furthermore, advancements in technology have also played a significant role in shaping the Photography industry. The introduction of high-resolution cameras, editing software, and online platforms for showcasing and selling photographs have made it easier for photographers to reach a wider audience and monetize their work. As LensLegacy Studios leverages these technological advancements to enhance their services and offerings, they are well-positioned to succeed in the competitive photography market.

Below is a description of our target customers and their core needs.

Target Customers

LensLegacy Studios will target a diverse range of local residents seeking professional photography services. This primary customer base is composed of individuals and families looking to capture significant life events such as weddings, anniversaries, and birthdays. The studio will tailor its offerings to meet the unique needs and preferences of these local clients, ensuring high-quality, memorable photographs that reflect their special moments.

Aside from local residents, LensLegacy Studios will also extend its services to local businesses in need of professional photography. These include real estate agencies requiring high-quality images of properties, local retailers looking for product photography to enhance their online presence, and hospitality businesses seeking captivating images to promote their venues. By providing tailored photography solutions, the studio will establish itself as an indispensable resource for the commercial sector in Minneapolis.

Moreover, LensLegacy Studios will also focus on the growing market of personal branding and social media content creation. As individuals seek to build their personal brands online, the demand for professional profile pictures and content that stands out is increasing. The studio will offer specialized packages for influencers, entrepreneurs, and professionals who aim to enhance their digital footprint with high-quality, engaging visuals. This approach will address a modern and rapidly expanding segment, further diversifying the studio’s client base.

Customer Needs

LensLegacy Studios understands the vital importance of capturing life’s most precious moments through the lens of a camera. Customers can expect high-quality photography sessions that not only meet but exceed their desires for capturing memories in a tangible form. This studio ensures that every shot reflects the depth, emotion, and essence of the moment, allowing residents to cherish these memories for years to come.

In addition to offering superior quality images, LensLegacy Studios recognizes the need for a personalized and comfortable photography experience. Customers have the opportunity to work closely with photographers who are not only experts in their field but also attentive to the unique needs and preferences of each client. This personalized approach ensures that every photography session is not just a transaction, but a collaborative effort that brings the client’s vision to life.

Furthermore, LensLegacy Studios caters to the growing demand for versatile photography services. Whether it’s capturing the spontaneous laughter of a family gathering, the poised elegance of a corporate event, or the tender moments of a wedding, customers can count on the studio to deliver with professionalism and creativity. By offering a broad range of services, LensLegacy Studios positions itself as a one-stop photography solution for the diverse needs of the Minneapolis community.

LensLegacy Studios’s competitors include the following companies:

Sarah Pierce Photography specializes in family, newborn, and wedding photography. Their services include on-location shoots and studio sessions, with packages tailored to meet a variety of client needs. Price points for Sarah Pierce Photography vary based on the type of session and package chosen, but they maintain competitive pricing within the Minneapolis market. The company operates primarily in Minneapolis, MN, but also serves surrounding areas. Customers include families, newlyweds, and individuals seeking high-quality, memorable photography. A key strength of Sarah Pierce Photography is their personalized approach to each shoot, ensuring unique and tailored experiences. However, a potential weakness is the limited scalability due to the personalized nature of their services.

Minneapolis Headshots focuses exclusively on professional headshots for individuals and corporate clients. They offer studio and on-location services, with an emphasis on creating professional, high-quality images suitable for corporate websites, LinkedIn profiles, and personal branding. Pricing is transparent and competitive, with several package options to cater to different needs and budgets. Minneapolis Headshots serves the greater Minneapolis area, targeting professionals and corporations in need of professional imagery. Their key strength lies in their specialization and expertise in professional headshot photography, ensuring high-quality results. However, their niche focus can be seen as a weakness, limiting their appeal to a broader audience seeking more diverse photography services.

John Wagner Photography is known for its commercial and editorial photography, serving a wide range of clients from small businesses to large corporations. They offer a variety of services, including product photography, corporate headshots, and commercial advertising imagery. John Wagner Photography operates across the Minneapolis-St. Paul area and even extends services nationally for larger projects. Their client base includes businesses and organizations looking for high-quality commercial imagery. A significant strength of John Wagner Photography is their extensive experience and versatility in handling a diverse array of commercial projects. A potential weakness is the higher price point, which may not be accessible for smaller businesses or startups.

Profeshie is a newer entrant in the Minneapolis photography market, focusing on affordable and quick professional headshots and personal branding photography. They utilize a mobile studio, allowing them to offer convenient services at various locations. Profeshie aims to attract individuals and small businesses seeking cost-effective photography solutions. Their pricing is among the most competitive in the market, making professional photography accessible to a wider audience. The company serves the Minneapolis metropolitan area, targeting professionals, freelancers, and small business owners. A key strength of Profeshie is their affordability and convenience. However, their reliance on a mobile studio might limit the range of services and the quality of lighting and backgrounds compared to traditional studio settings.

Competitive Advantages

At LensLegacy Studios, we stand out in the competitive landscape of photography through our unwavering commitment to quality and variety. Our team excels in capturing stunning, high-quality photos that not only meet but exceed our clients’ expectations. We understand the importance of those once-in-a-lifetime moments, and our expertise ensures they are immortalized with the clarity and vibrancy they deserve. Our edge in quality is not just a claim; it’s a promise we deliver on, with every click of our cameras. This dedication to excellence positions us as a preferred choice for clients seeking unparalleled photographic experiences in Minneapolis.

Furthermore, our adaptability and responsiveness to customer needs are exemplified through our extensive range of packages. We pride ourselves on offering a diverse selection that caters to various preferences and budgets, ensuring that no moment goes uncaptured due to financial constraints. From intimate elopements to grand celebrations, our packages are designed to accommodate the unique requirements of each event, providing our clients with personalized options that best suit their needs. This flexibility, combined with our superior photo quality, creates a competitive advantage that sets us apart. By choosing LensLegacy Studios, clients can expect a service that is as accommodating as it is exceptional.

Our marketing plan, included below, details our products/services, pricing and promotions plan.

Products and Services

LensLegacy Studios offers a comprehensive suite of photography services tailored to meet the diverse needs of its clientele. At the heart of its offerings is a range of photography sessions designed to capture life’s most precious moments. Clients can book sessions for family portraits, individual shoots, or special occasions. The average price for these photography sessions starts at $200, varying based on the duration and location of the shoot.

Event photography is another critical service provided by LensLegacy Studios. This service caters to a wide array of events, including weddings, corporate gatherings, and private parties. The studio’s photographers possess the skill to capture the essence and energy of each event, ensuring clients have lasting memories. Pricing for event photography is typically structured around the event’s scale and requirements, with packages starting at $500.

In addition to capturing beautiful moments, LensLegacy Studios excels in photo editing and retouching. This service ensures that every image meets the highest standards of quality, with attention to detail that brings out the best in each photograph. Prices for photo editing and retouching services start at $50 per image, depending on the complexity of the work required.

LensLegacy Studios is also dedicated to sharing its expertise through photography workshops and training. These sessions are designed for individuals looking to improve their photography skills, from beginners to more advanced enthusiasts. The workshops cover various aspects of photography and post-processing techniques. Participants can expect to invest around $150 for a basic workshop, with more advanced training sessions priced accordingly.

Finally, the studio offers commercial photography services, catering to businesses in need of professional images for marketing, advertising, or other commercial purposes. These services are tailored to meet the specific needs of each business, ensuring that the final images align with the client’s brand and objectives. Commercial photography services start at $300, varying based on the project’s scope and complexity.

LensLegacy Studios is committed to providing exceptional photography services at competitive prices. With a focus on quality, creativity, and client satisfaction, the studio aims to be the go-to choice for photography services in its market.

Promotions Plan

LensLegacy Studios embarks on a vibrant journey to captivate and engage customers through a multitude of promotional methods, with a strong emphasis on online marketing. They understand the power of digital presence and will harness it to reach a broad audience. Their promotional strategy encompasses a variety of tactics designed to attract and retain customers, ensuring that LensLegacy Studios becomes a household name in Minneapolis, MN.

At the heart of their promotional efforts, online marketing stands as a cornerstone. LensLegacy Studios will leverage social media platforms such as Instagram, Facebook, and Pinterest, showcasing their portfolio of stunning photography. Through regular posts, behind-the-scenes content, and engaging stories, they expect to build a community of followers who are passionate about photography. Additionally, they will utilize targeted ads on these platforms to reach potential customers based on interests, location, and more, ensuring maximum visibility.

Email marketing is another tool LensLegacy Studios will employ. By collecting email addresses through their website and at events, they will send out newsletters containing special offers, photography tips, and highlights from recent photoshoots. This personalized approach will keep LensLegacy Studios at the top of their customers’ minds.

Understanding the significance of search engine visibility, LensLegacy Studios will invest in search engine optimization (SEO) for their website. By optimizing their site with relevant keywords, they expect to rank higher in search engine results, making it easier for potential customers to find them when searching for photography services in Minneapolis.

Beyond the digital realm, LensLegacy Studios will engage in community events and photography workshops. Participating in local art fairs and community gatherings will not only increase their visibility but also allow direct interaction with potential customers. Hosting workshops on photography basics or specific techniques will position LensLegacy Studios as experts in their field, fostering trust and credibility among their audience.

Referral programs will also play a crucial role in their promotional strategy. Satisfied customers will receive incentives for referring friends and family, turning their customer base into a network of advocates. This word-of-mouth promotion is invaluable and will contribute significantly to their growth.

In conclusion, LensLegacy Studios will deploy a comprehensive mix of online and offline promotional methods to attract customers. From leveraging the power of social media and SEO to engaging with the community and implementing referral programs, they are set to make a significant impact in the Minneapolis photography scene.

Our Operations Plan details:

• The key day-to-day processes that our business performs to serve our customers
• The key business milestones that our company expects to accomplish as we grow

Key Operational Processes

To ensure the success of LensLegacy Studios, there are several key day-to-day operational processes that we will perform.

• Customer Engagement: Interact with potential and existing customers via phone, email, and social media to answer queries, book appointments, and receive feedback.
• Scheduling Appointments: Utilize a digital calendar system to manage photography session bookings, ensuring clients have clear expectations for their session date and time.
• Equipment Maintenance: Regularly check and maintain photography equipment to ensure everything is in working order, including cameras, lenses, flashes, and other accessories.
• Session Preparation: Prepare for each photography session by gathering necessary equipment, reviewing client requests and session plans, and ensuring all settings are ideal for the shoot.
• Photography Sessions: Conduct photography sessions according to the client’s needs, demonstrating professionalism and creativity to capture high-quality images.
• Post-Processing: Edit photos using appropriate software to adjust exposure, color balance, and other elements to enhance the final images before delivery to the client.
• Client Deliverables: Provide clients with their images in the agreed format and medium, within the discussed timeframe, ensuring high satisfaction levels.
• Financial Management: Track income and expenses daily to manage the studio’s budget effectively, including invoicing clients and paying any vendors or contractors.
• Marketing Activities: Execute daily marketing tasks, such as updating social media profiles, posting recent work, and engaging with the community to attract new clients.
• Professional Development: Stay updated with the latest photography techniques, trends, and equipment through online courses, workshops, and industry publications.
• Feedback Collection: Solicit and review feedback from clients after the delivery of their photographs to identify areas for improvement and enhance customer satisfaction.
• Inventory Management: Regularly check and restock photography supplies, such as memory cards, batteries, and props, to ensure readiness for all sessions.

LensLegacy Studios expects to complete the following milestones in the coming months in order to ensure its success:

• Launch Our Photography Business: Officially open for business by completing all necessary steps to be operational. This includes legal registration, setting up a physical or virtual office, and announcing the opening through various channels to create awareness.
• Build a Portfolio: Develop a comprehensive portfolio that showcases the range and quality of our work. This will involve doing some initial projects possibly at a discounted rate or for visibility to capture high-quality examples of our work.
• Establish Online Presence: Create a professional website and active social media accounts to display our portfolio, share customer testimonials, and engage with potential clients. This online presence will be crucial for marketing and brand building.
• Network and Partnerships: Build relationships with other businesses such as event planners, venues, and local agencies to foster referrals and partnerships. Networking events, business associations, and community events will be key avenues for these efforts.
• Secure Key Equipment and Software: Acquire high-quality photography equipment and editing software necessary for professional-grade service. This includes cameras, lenses, lighting, and software for photo editing and management.
• Hire and Train Staff: If necessary, hire additional photographers or support staff to handle increased demand. Provide training to ensure the quality of service and consistency across all projects and client interactions.
• Implement an Effective Marketing Strategy: Develop and execute a marketing plan that includes digital marketing, local advertising, and special promotions to attract a wide range of clients from individuals needing personal photos to businesses requiring professional shots.
• Optimize Operational Processes: Establish efficient booking, shooting, editing, and delivery processes to maximize customer satisfaction and turnaround times. This includes implementing a customer relationship management (CRM) system to track bookings and interactions.
• Get to $15,000/Month in Revenue: Achieve the financial milestone of generating $15,000 per month in revenue. This will involve constantly reviewing pricing strategies, sales efforts, and cost management to ensure profitability and sustainability.
• Customer Feedback and Continuous Improvement: Regularly collect customer feedback to identify areas of improvement and success. Use this feedback to refine services, processes, and customer interaction to enhance overall customer satisfaction and loyalty.

LensLegacy Studios management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Nathan Cox, President

Nathan Cox brings a wealth of experience to his role as President of LensLegacy Studios. His entrepreneurial spirit and business acumen were honed through the successful management of a previous photography business. This venture not only showcased his ability to lead but also his deep understanding of the nuanced photography industry. Nathan’s expertise lies in identifying market trends, crafting strategic business models, and leading teams towards achieving collective goals. His leadership is instrumental in steering LensLegacy Studios toward a path of innovation, growth, and lasting success in the competitive photography market.

To achieve our growth objectives, LensLegacy Studios is seeking financial investments. These funds will be instrumental in expanding our operational capabilities, enhancing our marketing efforts, and further developing our service offerings. With a strategic investment, we are poised to solidify our position in the market, attract a broader clientele, and achieve our financial milestones, ensuring long-term success and profitability.

Financial Statements

Balance sheet.

[insert balance sheet]

Income Statement

[insert income statement]

Cash Flow Statement

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Photography Business Plan Example PDF

Download our Photography Business Plan PDF here. This is a free photography business plan example to help you get started on your own photography plan.  

How to Finish Your Photography Business Plan in 1 Day!

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Copywriting

Lauren here! SEO website copywriter during the day, dog lover through life, you'll find me avoiding cooking, but instead adding flavor to my life (and brands) with words. Socialize Free download Shop templates Meet my dog

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While it can feel impossible to know where to start when putting your photography experience into words, the Salted Pages team has figured out the recipe, creating the thousand words that a picture is worth (give or take a few). Paired with keywords loved by search engines, these copywriting examples show photography mission statements and taglines to inspire you. Think of these as approachable ways to rewrite a photographer’s elevator pitch.

What to put in a photography mission statement?

Mission statements, elevator pitches, USP — there’s a lot of jargon in the photography copywriting world. But in our experience, when photographers ask for help with their mission statements, they’re really asking for help with a mix of an elevator pitch and a unique selling proposition, or in other words, summarizing their brand in just one short paragraph.

Around here, we call that a brand statement. But for these purposes, we’ll let mission statement suffice too. Here’s our go-to recipe:

• Your business name
• Your main SEO keyword
• Your location (if you work locally/want to rank locally)
• Who you provide services for
• What services you provide (or a brief summary of them)
• The transformation — how your offers will benefit your audience
• How you do things differently — what makes you stand out from competitors
• What you believe or value
• Your mission
• Call to action or invitation to the next step

How to create a photography tagline

Ah, the tagline — sometimes the easiest and other times the most challenging thing to write. Don’t worry, though, because you can always update this! For now, create your short and sweet slogan, identifying either what you do or how you do it differently (or both!)

Some ideas to help…

• What you do
• For [description of your audience]
• On-brand adjectives of what you do
• The year you were founded “Providing x,y,z, since 2001”

Photography tagline examples

Heather Anderson Photography

Adventure elopement photography for daring lovers

MB Bryant Images

Life’s biggest adventures in modern photos co-crafted with you

Photographer elevator pitch for a film & digital wedding photographer

Rudney Novaes, a Washington D.C. Photographer , specializes in editorial-style photography for couples who want a feeling of luxury and exclusivity to their photos. The copywriting needed to be just as elegant and refined. I had to make sure his brand statement and tagline perfectly encapsulated the unique, yet exclusive experience he creates for his clients.

Rudney’s brand statement is straightforward, yet it provides a curated feeling that’s reflected in his photography. The tagline I wrote for him immediately draws the client in and communicates precisely the sort of refined aesthetic they will find with Rudney.

Wedding & portrait photography elevator pitch

For this wedding photographer in Sacramento, CA , Denise Apgar’s brand voice needed to complement the romantic yet natural feeling of her work. So, we made sure to keep the tone for her content warm and down-to-earth.

As a modern photographer with an organic flare, Denise Apgar’s brand statement captures the chic style she provides to her clients, while encompassing each niche she photographs. The tagline is encouraging and inviting while emphasizing her brand’s heartfelt approach. You can learn more about softly romantic copywriting for photographers in this post.

Copywriting for an elopement photographer

Heather Anderson is a California elopement photographer who is all about the adventure. It was important that her brand statement and tagline communicated that bold spirit.

For Heather’s dynamic brand statement, we used nature-inspired imagery to call on that sense of adventure and spontaneity her clients live for. Since her target audience are drawn to the bold, Heather’s tagline is striking and decisive, embracing the daring spirit shown throughout her photos.

SEO copywriting for photographers & videographers

As the power couple they are, these wedding photographers in Chicago wanted to set themselves apart from the get-go. Our goal was to let clients know that working with Nicole and Michael would be anything but conventional as soon as they opened their website.

This brand statement has that perfect balance between conversational and attention-grabbing, highlighting both the incredible photos and videos this duo captures, and the exciting experience they provide. Not only does the tagline feel playful, but it also draws in those ideal clients for Millennium Moments, high-energy and outgoing couples. Read all about this unforgettable photography and videography website .

For an intimate wedding photographer

As a self-proclaimed hopeful romantic, Amy Britton is one of the most kindhearted and warm people you’ll ever meet. It truly shines through this Florida elopement photographer ‘s work, and now through her website copy, too.

We wanted to showcase the personable and welcoming experience her clients get, so Amy’s cheerful and fun-loving personality really set the tone for this bubbly, yet casual brand statement. While it is short and sweet, her tagline perfectly summarizes all the romantic and dreamy feels you’ll get from Amy’s work. With a little Salted flavor and SEO, Amy booked her dream client within 5 hours of her website launch. See how SEO services for photographers can have unbelievable results on the blog.

Another hybrid photography mission statement example

With her background in design, this Annapolis wedding photographer has a curated, yet true-to-life style that makes her stand out. Molly aims to encapsulate the emotions her clients felt in the moment by capturing both the minute details and comprehensive story.

Together we established the tone for her brand as knowledgeable, yet approachable. In her brand statement, you can feel the composed care and insight Molly uses to take story-inspired and design-led photos. And in just one sentence, the tagline we wrote for Molly brings home the understated and timeless flair in all of her work, reassuring her clients that their photos will never go out of style. Check out this blog post to learn how we incorporated a design forward brand voice for this wedding photographer website .

More photography slogans

Like Cassidy’s photos, we wanted to make sure this Cincinnati wedding photographer’s website content felt just as breezy and fresh as a day by the ocean.

Using all those island vibes, we kept Cassidy’s brand statement fresh, but emotive. With the inspiring imagery of the sea incorporated into the statement, you can already feel just how wholehearted and dreamy every photo will be. Cassidy’s tagline is more punchy, getting right to the heart of what she does and all the joyous feelings that come with it. Find out more about this custom copywriting service in our blog post.

Elevator pitch for a portrait photographer

For Kelli, portrait photography shouldn’t be intimidated or overly posed. This San Luis Obispo photographer’s style for families, seniors, and weddings is fresh, yet sophisticated. We found that balance in her website copy, too.

Immediately, the brand statement I wrote for Kelli tells clients she is on-trend and perceptive. We highlighted her uniquely artistic style and her savvy technique but made sure to keep the tone cool and personable. The tagline we settled on is expressive and has the same creative, wind-blown effect captured so well in Kelli’s work. Let us show you more about how we incorporated Kelli’s chic brand voice into her portrait photography website .

For a rom-com loving photographer

Marc Daniele’s editorial style is unapologetically influenced by his love of rom-coms. With a little Salted touch, we curated a website tone for this New Jersey wedding photographer that embraced all the romance of a classic rom-com, and added the luxury his work is known for.

Marc wanted a brand voice that was effective at converting, yet poetic and romantic. The brand statement we decided on incorporates both, while also emphasizing his classic editorial style. Keeping on theme with the story-driven tone, his website’s tagline shows clients the deep passion and artistic skill Marc uses in his own work. On the blog you can learn more about how we kept things romantically playful for this photography website .

For a European-inspired photographer

As a photographer, Tausha Garrett, transports her clients to dreamy destinations through her ethereal photos. So, we made sure to do the same with this Cincinnati wedding photographer’s website copy.

To achieve that romantic effect, her brand statement is expressive and poetic, channeling that blissful and timeless European feel. For Tausha’s tagline, we encompassed all the imagery her clients get with each photo, while emphasizing the comprehensive experience they get with it. You can see more about our website content writing for Tausha on the blog.

Like what you see? There’s more where that came from

Photography mission statements and taglines are our specialty, so you can find more tips and examples on our blog . You can also subscribe to our newsletter for the biggest copywriting do’s and don’ts. But, we’re always sharing the best tips and tricks on our Instagram .

If you’re looking for SEO website copywriting like this, get in touch and we can create something tailored to your brand’s needs. Brand messaging guides are a favorite too, and include these very mission statements and taglines!

Photography Mission Statements & Taglines: SEO-Infused Examples

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How to Start a Photography Business

January 8, 2024

Sometimes, statistics can be scary. If you were to search for success rates for new photography businesses, you would find that the vast majority of them fail within the first two years. I’m not sharing this information to dissuade you from starting your own photography business, but rather to emphasize the importance of putting together a plan (or reviewing your existing plan) before launching your business. In this article, I’m going to teach you how to start a photography business in 10 steps. By the end of this tutorial, we hope to help you craft your very own photography business plan.

Understand The Concept of Business vs Passion

For those of you on the fence between pursuing photography as a hobby or a profession, here are five essential points of comparison to consider and think about before making that decision.

Select A Focus

Selecting a focus defines who you’re competing with and which audience you’re going to attract. You have to compete with the quality work of other photographers who are 100% committed to specific genres. It’s a challenging task from the marketing and business administrative sides as well as from the artistic side.  In addition, even within genres of photography, many photographers are niching down even further to sub genres or very specific styles and aesthetics.  See the example below.

The example above shows that even within a niche or genre, photographers compete within a particular sub-genre. There are far too many genres to take on all at once.

Research The Market

The second step to start a photography business is to research the market. This is where knowing your focus is key because you want to research one and only one market. Start by searching your genre and location and make a list of competitors. Look at who is competing within your focus and area.

Identify and Study Direct Competitors

From the search results, create a list of your direct competitors. These are people who operate within your genre and offer a product similar to your own. Now, I understand that we all think your own product has no substitutes. However, think of this exercise from your clients perspective. While your style might slightly vary, to your clients, your wedding photography is likely similar to others in your area.

For example, if you are a bright and airy fine-art film photographer, it’s safe to assume that clients are able to differentiate your work from another photographer who shoots dark and dramatic portraits. In other words, a photographer’s dramatic images will not fulfill a client’s wants for bright/airy filmic imagery. Even if you are both in the same genre of photography, you are indirect competitors. However, another photographer within your genre offering a substantially similar product would be your direct competitor.

Determine Your Strengths & Weaknesses

Understanding yourself and your business is a key step in determining how to start a photography business. Focusing on strengths and weaknesses, complete the S.W.O.T. analysis with at least four direct competitors to see where you are in terms of your product quality, web presence, SEO, and content marketing.

Ask yourself the following questions:

• Are we strong/weak in the quality of photography that we offer?
• Are we strong/weak in the client experience and service that we offer?
• Are we strong/weak in our website design?
• Are we strong/weak in our SEO?
• Are we strong/weak in our marketing?

It’s important to be objective when considering and answering these questions. Try to answer these questions from the perspective of a would-be-client. For now, let’s focus on strengths and weaknesses within the S.W.O.T. analysis. Within the Complete Business Series , we discuss environmental attributes that are beyond the context of this article.

Respect Yourself, Start With Education

It is imperative that you respect yourself and start with education in every one of these areas that you’re weak. If you are a wedding photographer and you’re weak in your photography and technical ability, we have a complete training series for that.

There’s no point in doing test shoots before first gaining a baseline knowledge and education. Yet photographers constantly make this mistake. We select a genre of photography and then start planning shoots. Without a baseline educational foundation, your learning process is dramatically slowed as we make every mistake in the book. Sam Levenson said it best: “Learn from other people’s mistakes. Life is too short to make them all yourself.” 

Define Your Target Market

Who is your main target audience? Are they expecting mothers? Are they brides? Are they brides who are slightly more into alternative photography, such as tattooed brides? Are we looking for seniors for senior portraits? Are we looking for actors and professionals for headshots?

We need to understand your target market because we will eventually need to know how we’re going to market to these individuals. In the target market persona below, you can see that we’ve created an artificial profile for someone whose lifestyle represents the basic lifestyle of your ideal clients. We might create 4-5 of these in the process of identifying your target market. We will use these profiles as guides to creating content that is tailored to resonate with your target market. Without a single focus, we have to divide your attention between multiple genres and potential clients.

Create your Values & Mission for Your Photography Business

You have defined your focus. You know what your competitors are doing. You have a good idea of where you’re strong and where you’re weak. You’ve also educated yourself. You’ve been going through the steps and now you need to start piecing together what you believe as a business. Create your values and your mission statement for your business.

Knowing your core values and mission statement will help guide your overall business. On a day-to-day basis, these statement pieces will guide your every action, the opportunities you take, and those that you leave alone. Opportunities that don’t fall in line with the values and mission for your company need to be ignored! In addition, these statements will be your compass when the waters get rough and they will indeed get rough.

Create Goals When You Start a Photography Business

Once we have determined your core values and drafted your vision and mission statements, we’re going to create your short-term and your long-term goals. While creating goals, it is important to stick to your Core Values and not create goals based on what others have achieved. Another’s success may not be ideal for you if the pathway for attaining that level of success does not correlate well with your values.

Short-term goals should be those goals that are basically measurable and identifiable things that you can get done within the next month. Long-term goals are going to be more tied to your organizational objectives within a year. For example, maybe you want to reach a certain revenue point within five years. Learn to create those goals because you need to schedule and set your time accordingly.

Creating too many goals can be hard to track, especially if they’re convoluted. Instead, here is how to plan for long-term goals:

• 2-3 years in length
• Broad/aspirational
• Designed to steer
• Max 3-5 goals

Outline Your Business Plan

Finally, we need to have a place where we have summarized all of the details covered in steps 1-9 because we need to reference that information. That’s where a business plan comes in handy. A business plan doesn’t need to be complicated when you’re not going out and looking for outside investors, but it’s still a critical piece of information to document your entire plan for your business. There will be other opportunities and distractions that come up, and having quick access to all of the documentation and all the parts of your plan, including your short-term and your long-term goals, will help keep you focused on what you’re doing.

Set Up the Actual Business

Once you’ve made the decision to start a photography business, there are a few important things you need to have in place to legitimize it. Tempting as it may be, you can’t just create a logo, print up some business cards, and create a Wix website (though many do). If you want to be a legal and legitimate business, here are five things you need to do before you book that first client.

Choose Business Structure

When you set up your photography business, one thing you need to determine is your form of business. What you choose will have legal and tax implications, so be sure to do your research. Will you be classifying your business as a:

• Sole Proprietorship?
• A Partnership?
• A Corporation?
• An LLC (Limited Liability Corporation)?
• An S Corporation?

The most basic, and the one most people choose, is the sole proprietor. This is when you and you alone own the business and are responsible for all the liabilities and assets. Depending on your type of business, find the one that works best for you. The U.S. Small Business Association is a good starting point and gives information on each structure to help you decide.

Get a Business License

Many states require licenses or permits to operate a business – check with your local city and county clerk to inquire about your specific state/city. In California, for example, requires a business license which costs about $120 a year.  If you operat out of a studio or physical building you may need various permits for zoning, fire safety, etc; If you’re running a business under a name not your own (example: Awesome-Sauce Photography), you’ll need to get a Fictitious Business Name (FBN) or Doing Business As (DBA) statement; If you have employees, there will be more permits, and you get the idea.

Each city/state may have different requirements, so be sure to do your due-diligence so you don’t miss anything.

Get a Tax Permit

Understand your tax permit laws and check with the board of equalization.  In many states, when you offer products like albums or prints, you’re probably charging sales tax, so talk to your accountant about your pricing structures and what can and cannot be taxed on. It can get very confusing and varies by state, but in any case, you’ll likely need a tax permit from the State Board of Equalization. You can usually apply for this at your local city hall as well.

Get Insurance

As with everything, there are a few different types of insurances to choose from and purchase. There’s insurance for your equipment; liability insurance, and if applicable, property insurance; disability insurance. and more. You may be tempted to skimp or skip this part, but don’t. You never know when your gear may take a dive into the ocean or stolen from your car. Many wedding venues, for example, require a minimum amount of insurance for you to shoot on their property, too.

Get Your Contracts Ready

It’s a lawsuit-happy world these days, and you need to cover your ass(ets) as best you can. One way is through a solid contract, agreed upon and signed by both parties. Having a contract between you and whomever you photograph sets expectations and protects you and your subject. Ideally, you’ll want this document to stand up in court, and therefore, consider getting a lawyer or someone who is up-to-date on legal jargon to draw up your contracts.

The LawTog is Rachel Brenke, who is a photographer with a law degree. She has many resources for all types of photographers, including contracts business planning tools, tax advice, and forms – everything you need to get your legal paperwork in order for your new photography business.

More Information on How to Start a Photography Business:

This is a small sample from your Complete Business Workshop Series on SLR Lounge. It’s a 40-hour course that acts as a complete roadmap to launching and creating the photography business of your dreams. This series is the complete operating manual for Lin and Jirsa Photography. It’s a roadmap and guide that we can promise will make you money. Give me your time, attention and effort, and I will return you a successful and thriving business.

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10 Key Steps for Writing Your Photography Business Plan

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A surprising number of photographers never write a photography business plan. If you plan to embark on a career as a freelancer, you need a plan. A business plan is a road map to success. It outlines your business-related goals and how you intend to achieve them. There is no need to have a very formal business plan. But the components of a traditional business plan can help you be more specific about your goals. This way, you are more likely to achieve them.

The Components of a Photography Business Plan

Create an executive summary.

The Executive Summary is where you define your photography business . What will be the legal structure of your business? Will you be operating as a sole proprietor? This is an overview of your business. It lays out how your business will meet the needs of your target clients. It’s helpful to write out a mission statement for your photography business. You should have tangible objectives and the keys to success.

Write a Product and Service Description

Consider Your Target Market

Assess the Competition

Develop Key Marketing Strategies

Consider Your Operations Strategy

Plan the Financials

SWOT Analysis

Make a Timeline

Preparation and goal setting are crucial to success in any business. A plan for your photography business can make all the difference. Start today by working on your photography business plan. If you can set aside 30 to 60 minutes a day, you’ll finish before you know it. And then you’ll be far ahead of most photographers, who have no plan whatsoever! Now you’ve worked out how to make your business plan, check out our posts on how to price your photography services or use social media marketing next!

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HOW TO WRITE THE ULTIMATE PHOTOGRAPHY BUSINESS PLAN

Table of contents, 1. summarise your services and products, 2. describe your target market, 3. analyse your competitors, 4. conduct a swot analysis, 5. outline your marketing plan, 6. outline your operations plan, 7. work out your finances, 8. set goals and create systems, 9. write an executive summary.

What is your main photography service?

List any other photography services your offer, how do your photography services complement each other, describe the products you provide to clients.

Sum up your ideal client in one sentence

What are the top 3 desires you can help with, what are the top 3 pain points you can help with, what will connect you and your ideal client, 3. analyse your competitors.

List 2 or 3 of your closest competitors

Describe their services and products, who are they appealing to, what is their price point and position, what are they doing well, what could they be doing better, write 3-5 adjective to describe their brand, 4. conduct a swot analysis.

Make a list of your strengths

Acknowledge your weaknesses, where are the opportunities, are there any potential threats, 5. outline your marketing plan.

What makes your business stand out?

Write your elevator pitch, write your big, bold statement (tagline), define your brand personality and tone of voice, what content are you going to create, which social media platform will you use and how, will you do any face-to-face marketing, will you seek publicity for your business, how will you generate and nurture leads, how will you create loyalty and encourage referrals, 6. outline your operations plan.

Describe the enquiry and conversion process

Describe the booking and onboarding process, describe the shoot or wedding process, describe the post-shoot/wedding process, describe the product sales process, describe the order fulfilment process, describe the process beyond order fulfilment, 7. work out the finances.

Summarise your CODB and salary aims

Where are you positioned in terms of price, which pricing model is right for you, 8. set goals and create systems.

Decide on your financial goal

Map out your systems, what needs to happen for your systems to work, 9. create an executive summary.

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Business Education for Photographers

Sample Photography Business Plan – 5 Critical Elements

Last updated on July 6, 2019 By Angela Pointon

** This post contains affiliate links and I will be compensated if you make a purchase after clicking through my links. As an Amazon Associate I earn from qualifying purchases.

Opinions expressed are based on the Author’s own experience.

I look at those famous photographers, too. You know, the ones who have tons of gear and who seem to be growing bigger and bigger every year. And sometimes I catch myself thinking, “gosh darn it, how did they get so lucky?”

And then I realize that it probably was only a sprinkling of luck on top of a solid foundation of planning and a bucket of sweat to represent their hard work.

Even though I forget sometimes, I have actually come to realize that so much in business hinges on good planning. And it’s not to say that plans can’t shift and change. They can. But going in feet first with no plan at all can mean rapid disappointment.

By failing to prepare, you are preparing to fail. – Benjamin Franklin

As photographers, most of us just want to be behind the camera. If we had all the money in the world, we’d pay someone to do our marketing, respond to emails, do our post-processing, and do our business planning for us. That stuff is all yucky and boring. Being behind the camera is fun.

The good news about planning, however, is that you really only need to lay out a photography business plan once a year and then visit it monthly to ensure things are staying on track (or to see if things need adjusting).

If you plan to start a photography business and have never done a photography business plan before, it probably sounds kinda scary, right? Well, what most of us think of when we think of the words “business plans” are really long, drawn-out documents that take up a lot of time and hard work. But then, they sit on a shelf to rot.

That’s the kind of business planning that I loathe. It isn’t helpful to anyone, except, perhaps, a bank if you’re seeking funding. A solid business plan, and one that actually works and makes a real impact, however, is a business plan that is simple and fits onto one piece of paper.

I’m going to walk you through each step for creating a sample photography business plan as you work on starting a photography business.

1. Know Your Strengths

We’re all good at a lot of things. However, when you’re evaluating your strengths for your photography business plan, you’re comparing yourself to your competitors in the photography industry. So, let’s talk about each of these things for a minute, starting with your competition.

Your competitors are your real competitors . Meaning, they’re the other photographers that your customers are considering when they’re looking for someone like you. So, if you’re a wedding photographer in a really big town, you might have 3-4 actual competitors out of all of the dozens of those doing wedding photography and serving your area. And even though there are other photography businesses, your competitors are only really the select few that your typical client considers.

Now, picturing those few competitors, when you’re thinking about your strengths, you want to be thinking of the strengths you offer that these competitors don’t. Perhaps it’s that you’ve shot at more locations than they have. Or perhaps it’s that you’re more networked than they are. List whatever strengths allow you to shine, where your competitors are weak.

For our sample photography business plan, we’re going to pretend we’re a portrait photographer in Philadelphia. We’ve evaluated our competition and narrowed it down to three. And after careful consideration, we’ve listed our strengths as being: better customer experience, more referring partners for our business, and more connections with Philadelphia non-profit groups.

Why are Strengths Important?

Because when you realize a list of strengths that your competitors do not have, you may see some opportunities for further growth. The key to market significance and capitalization is to leverage your strengths to their fullest

Too many photographers try to match their competition. That just creates more of the same. Leverage your unique strengths, instead, and leave the competition in your dust.

2. Identify Your Weaknesses

So, while strengths are competitive differentiators, weaknesses are holding you back from even more success. Just as we all have strengths to leverage, we also all have weaknesses.

The important thing to remember when thinking about your weaknesses for your own photography business plan is that the weaknesses you list should be things you’re looking to improve before the end of the calendar year. It’s no use listing weaknesses that you have no interest in improving. Think of your list of weaknesses as an alternative version of your to-do list.

When thinking of our sample photography business plan, our fictitious Philly portrait photographer really wants to improve her skills with lighting, the search engine optimization for her website, and her packaging. These are three things that she believes will enhance her business if she can manage to improve them all before the end of the year. As a result, they’re good things to have on her weaknesses list.

Once we know our weaknesses, they cease to do us any harm. – Georg C. Lichtenberg

3. Target Your Ideal Customer

When working on your own photography business plan, your ideal customer might not be the type of people that have hired you in the past. No, this is the opportunity to be super critical and super detailed about the type of person you want as a customer moving forward. They’re the people that make your job easy, don’t ruffle feathers and who are super appreciative of what you do.

They pay what you want them to pay, and they don’t think twice about it. So, while they might not be who you’re working with now, it’s important to document who they would be going forward. And be as specific as possible.

For our sample photography business plan, we’re going to list the following attributes for this Philadelphia-based photographer’s ideal customer (see if any are on your list, too):

• the customer lives in Philadelphia’s city limits
• is married with at least 1 kid… usually a dog, too
• An active lifestyle and seems to really like marathons
• both spouses work full-time jobs
• their extended families tend to live far away
• they commute to work each day via public transportation
• they frequently do day trips and go out to dinner on the weekends

While much of the above list seems to have nothing to do with photography, it reveals some interesting marketing opportunities. For example, in this photographer’s case, they’ve identified that most of their customers participate in marathons. So what if they found an opportunity to sponsor a marathon as a marketing opportunity? Perhaps they could take shots of runners crossing the finish line as promotional pieces for their business. Or, since their customers’ families typically live far away, perhaps they can leverage some product sales by marketing special holiday keepsake books that help to connect families through photography that live miles away?

Some really fun brainstorming can come from listing out the commonalities amongst your ideal customers.

4. Understand Your Financials

All good business owners have a keen awareness of their current financial state. They know the revenue they need to bring in each month to make their number, along with their current standings against the goal. While financials can be a scary thing for many creative types, what I’ve found is that awareness actually moderates the fear.

A basic understanding of your photography business financials – including start-up costs and other expenses – allows you to plan better and manage the business better, thus alleviating this general sense of ignorance and uncertainty.

While crunching numbers and determining financial goals can seem like nerd-work, it can actually have a really positive effect on your own personal outlook on your business.

Here’s how I recommend you start:

Determine Your Total Sales Per Month

Grab a calculator and a pen and paper. If you’re an ex-corporate type like me, feel free to open up Excel and do this work there, instead.

You’re going to determine how much in total sales you want to earn for every month that remains in 2017. If you’re a wedding photographer or any other photographer that is booked further out, feel free to start your planning for 2018, instead.

Your total sales generally consist of:

• Session fees/month
• Average product order amounts per session
• Any other miscellaneous fees you charge your clients

If you’ve never done this kind of planning before, you’re probably thinking, “but I have no idea how much I’m going to book from now through the end of the year.” Or, “but everyone orders different amounts of stuff after each session.”

Don’t worry. The lovely part of planning is that we can use rough numbers for now.

To figure out your session fee revenue, determine how many sessions you think you will reasonably schedule between now and the end of the year. Then, figure out how many sessions, on average, you’ll book each month and multiply that number by your average session fee.

To figure out your print and album fees, it might help to look back at the earlier months of 2017, or last part of 2016, and figure out an average print/album order amount and go with that.

Finally, add your monthly session fees to your product order fees and other miscellaneous fees to get an estimated total sales number per month. Remember, a rough starting point is fine. There is an opportunity to refine your estimates later.

Determine Your Cost Of Sales Per Month

For every shoot you book, you have costs. There might be editing costs (if you outsource your editing) or second shooter costs or, at the very minimum, your own costs to the print lab or album company.

When thinking of your cost of sales (otherwise known as the cost of goods sold), consider anything that is variable and only incurred if a client books you. Your business has other fixed expenses (like your website hosting fees or marketing fees), but those expenses fall into another area.

Again, if you don’t know how to figure this out, look back at the earlier months of 2017 and associate your averages from this time period to what you’ll incur going forward. Be sure your cost of sales is a monthly number, as well.

Calculate Your Gross Profit

This is a fairly easy number to calculate. Your gross profit is determined by taking your total sales number and subtracting your cost of sales. You should be left with a positive number, which equals your average gross profit per month.

If the number you’re left with is a negative number, you need to take a closer look at your prices. A photographer should never have a cost of sale higher than the total sale.

Identify Your General Expenses

Your general expenses are the fixed costs associated with running your photography business. They consist of things like:

• website hosting fees
• accounting and legal fees – manage them using Freshbooks (affiliate)
• equipment and computer expenses
• studio rent, etc.

In most cases, general expenses don’t vary too much from month-to-month, aside from annual fees or quarterly fees you might pay to keep your business running. For example, I pay my website hosting fee and my email newsletter software fee in an annual payment to take advantage of their annual payment discounts. Therefore, my expenses are abnormally high in the specific month when these two payments are incurred.

Figure out your own personal business expenses per month. Then, add your own compensation to that number. Now, you have a total general expenses number, including the owner’s compensation. If you’re currently running a part-time photography business while still working a “day job,” your owner’s compensation may be $0, and that’s okay.

Obviously, when you’re running a photography business full time and are wanting it to be your source of income, you need to provide yourself with monthly owner’s compensation.

Calculate Your Net Profit

When figuring out your photography business’s financials, the two numbers you’ll find the most enjoyable are the owner’s compensation and net profit.

Net profit is simple to calculate. It is your gross profit minus your general expenses. If you’ve been in business for years, you’re likely to have a positive net profit number. If it’s your first year being a photography business owner, your net profit number might be in the negative, and that’s perfectly okay if you’re planning for the loss.

Many businesses take a year, sometimes more, to get out of a negative net profit (known as operating in the red) and see positive net profits. Smart businesses owners know this ahead of time and save up equity to cover the losses that will be incurred for the first year or so until profits become positive.

If you’re at the point where you’re making money, and you’re left with a positive net profit number, you have a couple of decisions to make. You can either boost your owner’s compensation and take home more income from the business, or you can decide to invest more money into the business to increase its longevity and future success.

There are other potential uses for positive net profit, such as charitable donations or keeping more cash in the business for use later, but investments and bonuses for the owners are typical uses. Investments that photographers typically make are in staff, assistants, new equipment, or an additional marketing strategy.

5. Set Your Goals

The last piece of a solid photography business plan is articulating some goals for the business. When you’re thinking about your goals for the remainder of 2017, review the sections of your business plan that are listed above. They’re loaded with ideas for really strong, growth-oriented goals.

When setting your goals, remember the acronym SMART. What that means is the goals you set should be:

• A well-defined goal, so you know your target
• A way to measure progress toward your goal
• The goal is within reach (although it may be a stretch)
• You have the means to achieve the goal (time, resources, knowledge)
• A realistic time limit to achieve the goal is essential. Too short and you may get discouraged, too long, and you may lack focus

In the case of the Philadelphia-based photographer we used for our sample photography business plan, she should consider:

• making each of her weaknesses a goal to improve upon before the end of the year
• leveraging some of her strengths through her marketing plan, such as attending more non-profit group events for marketing and networking, for example
• taking a closer look at her financials for opportunities to raise prices and earn more per shoot, lower her expenses and/or invest in some things that will help her photography business grow (this is recommended for all photographers)

To help ensure your success, set goals that are Specific, Measurable, Achievable, Realistic, and Time-bound.  

Defining Your Business Plan

Having a plan for the plan is also recommended to help you reach your goals. Start with a simple goal with an x amount of days to complete it. For example, you will have your business plan completed in 60 days.

Photography Services

Have you made a list of the photography services you will be offering? Are you a portrait photographer or do you dabble more in commercial photography? Maybe you do stock photography or even pet photography. All of these are different services, and all require their own set of must-haves and must-determines, including calculating what the start-up costs for your new venture may be.

A solid photography business plan will simplify this and outline the main areas you need to focus on to grow a successful photography business.

You can then enlist any help you feel you will need and create a schedule of times that you have available to work on the business plan. In addition to the elements above that should be included in your photography business plan, you should also be able to define your products and photography services, tune up your website, get social, and follow up with any old clients you may have.

Marketing Strategies

As business owners, you need to come up with viable ways to reach your target audience and get the attention of prospective clients for your business. To do this, you need to determine which channels you use the most and what your marketing budget will be. Are you going to put all or just some of your efforts into different strategies, including social media, SEO, and email?

Define Target Market

When you define your target market, you need to do everything you can to understand your ideal clients in detail. It is only then that you can successfully market to the right audience to grow your business.

Final Thoughts

If you can’t sit down and come up with your business plan right away, set time aside each day to work on it, so it doesn’t become overwhelming. If you choose to skip this very critical step for your photography business, you risk financial ruin and the downfall of what could have otherwise been a very successful photography business with clearly defined goals and objectives.

Planning Made Easy

About Angela Pointon

Angela Pointon is the founder of Angela Pointon Photography and Steel Toe Images , which offers advice and inspiring motivation for photography business owners. Angela's weekly email newsletter is packed with advice for photographers, which can be subscribed to for free here . In addition, she has authored multiple books for photographers, is a monthly columnist for Professional Photographer Magazine, blogs at Steel Toe Images and posts to Facebook , G+ , Pinterest and Twitter .

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Creating a Successful Photography Business Plan

Starting a photography business can be an exciting adventure, but it's important to have a solid plan in place to ensure your success. In this article, we will explore the key elements of creating a photography business plan and how they contribute to your overall success. We will delve into understanding the basics of a business plan and its importance in the photography industry, as well as the process of defining your photography business and identifying your niche. Additionally, we will discuss market analysis, developing a marketing strategy, and financial planning. So let's dive in and uncover the secrets to creating a successful photography business plan!

Understanding the Basics of a Business Plan

A business plan serves as a roadmap for your photography business. It outlines your goals, strategies, and financial projections. A well-crafted business plan not only helps you stay focused but also acts as a valuable tool when seeking funding or partnerships. It provides a clear direction, identifies potential challenges, and highlights opportunities for growth.

When starting a photography business, it is essential to have a comprehensive business plan that covers all aspects of your venture. This plan will serve as a blueprint for success and guide you through the various stages of your business's development.

As a photography business owner, your business plan should include sections such as an executive summary, company description, market analysis, marketing strategy, financial projections, and an action plan. These elements work together to create a cohesive and strategic plan that will help you achieve your business goals.

Importance of a Business Plan in Photography

A photography business plan is crucial for establishing a solid foundation for your venture. It helps you define your objectives and understand your target audience, enabling you to tailor your services to meet their needs. With a well-researched and thought-out plan, you can position your photography business as a unique and valuable offering in the market.

Furthermore, a business plan acts as a roadmap for growth and expansion. It allows you to identify potential challenges and develop strategies to overcome them. By analyzing the market and understanding your competition, you can identify opportunities for differentiation and capitalize on them.

Additionally, a well-prepared business plan is essential when seeking financing or attracting potential investors or partners. It demonstrates your professionalism, commitment, and understanding of the industry. Investors and lenders will be more likely to support your photography business if they can see a clear plan for success.

Key Elements of a Business Plan

• Executive Summary: This section provides an overview of your photography business, highlighting its unique selling points and summarizing the key points of your plan.
• Company Description: Here, you will provide a detailed description of your photography business, including its mission, vision, and values. You will also outline your legal structure, location, and any relevant industry certifications or affiliations.
• Market Analysis: This section involves conducting thorough research on your target market, including demographics, trends, and competitors. By understanding the market landscape, you can identify gaps and opportunities for your photography business.
• Marketing Strategy: In this section, you will outline your marketing and promotional activities. This includes your branding, pricing strategy, advertising channels, and customer acquisition strategies. A well-defined marketing strategy will help you reach your target audience and differentiate your photography business from competitors.
• Financial Projections: Here, you will present your financial forecasts, including revenue projections, expenses, and profitability. This section demonstrates the financial viability of your photography business and helps you plan for future growth and investment.
• Action Plan: The action plan outlines the specific steps you will take to implement your business strategies. It includes timelines, milestones, and responsibilities. This section ensures that you have a clear roadmap for executing your plan and achieving your business objectives.

By including these key elements in your photography business plan, you will have a comprehensive and strategic document that will guide you towards success. Remember to regularly review and update your plan as your business evolves and new opportunities arise.

Defining Your Photography Business

Before diving into the details of the business plan, it's essential to clearly define your photography business. Start by identifying your photography niche, which will help you differentiate yourself in the market and develop a unique selling proposition.

When it comes to choosing your photography niche, there are various factors to consider. Think about your passion and expertise. What type of photography excites you the most? Are you drawn to capturing the raw emotions of weddings, the beauty of nature, or the creativity of commercial projects? Understanding your niche will not only allow you to focus your skills but also help you stand out from the competition.

Once you have identified your niche, it's time to delve deeper into understanding your target audience. Who are your ideal clients? What are their needs, preferences, and pain points? Conduct market research to gain insights into the demographics, psychographics, and buying behaviors of your target market. This information will enable you to tailor your services and marketing efforts to meet their specific expectations.

Furthermore, setting clear and measurable business goals is vital for the success of your photography business. While it's tempting to have broad goals like "become a successful photographer," it's essential to break them down into specific and achievable objectives.

For example, if you aim to increase your client base, you can set a goal of acquiring a certain number of new clients within a specific timeframe. If expanding into new markets is on your agenda, you can set a goal of entering a specific geographic area or targeting a different industry. Additionally, improving customer satisfaction can be measured by setting goals related to receiving positive feedback, increasing repeat business, or reducing customer complaints.

Defining your goals will provide a clear direction for your photography business. It will help you prioritize your efforts, allocate resources effectively, and measure your progress along the way. Remember to regularly review and adjust your goals as your business evolves and new opportunities arise.

Market Analysis for Your Photography Business

A comprehensive market analysis is crucial to the success of your photography business. By identifying your target audience, you can better understand their needs, preferences, and purchasing behavior. This information will allow you to develop targeted marketing strategies that resonate with your potential clients.

Analyzing your competition is equally important. Identify other photography businesses in your area and assess their strengths and weaknesses. This knowledge will help you position your business effectively, highlight your unique offerings, and develop strategies to stand out in the market.

When conducting a market analysis for your photography business, it is essential to delve deeper into understanding your target audience. Start by identifying the demographics of your potential clients, such as their age, gender, income level, and location. This information will help you tailor your services and marketing efforts to meet their specific needs and preferences.

Furthermore, it is crucial to understand the psychographics of your target audience. This includes their interests, values, attitudes, and lifestyle choices. By gaining insights into their psychographics, you can create a brand identity and messaging that resonates with them on a deeper level, establishing a strong emotional connection.

In addition to understanding your target audience, it is vital to analyze the market trends and industry dynamics. Stay updated on the latest photography trends , technological advancements, and changes in consumer behavior. This knowledge will enable you to adapt your business strategies accordingly and stay ahead of the competition.

When analyzing your competition, consider factors such as their pricing, services offered, customer reviews, and overall brand reputation. By understanding their strengths and weaknesses, you can identify opportunities to differentiate your photography business and offer unique value propositions to your potential clients.

Furthermore, it is essential to assess the marketing strategies employed by your competitors. Look at their online presence, social media engagement, and advertising efforts. This analysis will help you identify gaps in the market and develop innovative marketing campaigns that capture the attention of your target audience.

Remember, a market analysis is an ongoing process. Continuously monitor and evaluate the market trends, consumer preferences, and competitive landscape. This will allow you to adapt your strategies and stay relevant in the ever-evolving photography industry.

Developing Your Marketing Strategy

Once you have analyzed your target audience and competition, it's time to develop a marketing strategy that will help you reach your goals and attract clients. Start by branding your photography business. Choose a name, logo, and visual identity that represents your unique style and resonates with your target audience.

In addition, invest in carefully crafted promotional materials that showcase your work and highlight your strengths. Utilize online platforms, such as social media and a professional website, to showcase your portfolio and engage with potential clients. Networking, participating in industry events, and collaborating with other professionals can also help you expand your reach and build valuable relationships.

Financial Planning for Your Photography Business

Setting a pricing structure is a crucial aspect of financial planning for your photography business. Research industry standards and analyze your costs to determine a pricing strategy that is competitive yet profitable. Remember to consider factors such as equipment costs, marketing expenses, and your expertise when calculating your prices.

Additionally, create a budget and forecast your financial projections for the coming months or years. This will help you understand your revenue streams, expenses, and potential profitability. Regularly review and update your financial plan to ensure you are on track and make necessary adjustments as your business evolves.

In conclusion, creating a successful photography business plan involves understanding the basics of a business plan, defining your photography business, conducting a thorough market analysis, developing a robust marketing strategy, and undertaking financial planning . By investing time and effort into these crucial steps, you will lay a solid foundation for your photography business and increase your chances of long-term success. So start drafting your business plan today and embark on your journey to a thriving photography business!

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