How to Start a Photography Business
While the photography industry is competitive, many photographers have been able to carve out a niche and start a successful photography business. To have a sustainable photography business you need to balance your passion for photography with real business skills.
You need photography skills, talent, and an aptitude for marketing in order to build and grow your photography career and business. The ability to market yourself is one of the most important factors in the success of your photography business.
If you want to be a successful photographer, you need to be working constantly on your own branding, online marketing, and people skills.
So what are the most important things to start a photography business? In this guide, you will learn what it takes to start a photography business.
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1. Write A Photography Business Plan
If you want to start up a photography business of your own, there is one thing you will need: a business plan.
A business plan is a must for every small business. It will help you set goals for your business and keep your company organized. A business plan is a written description of the goals you want your company to achieve and how you intend to reach them.
What should be included in a business plan?
- Executive summary – Provide a brief description of your company and why it will succeed. Basic information about your company’s leadership team, employees, and location should be included in your mission statement. If you plan to ask for financing, you should include financial information.
- Company description – Provide details about your company in your company description. Go into detail about what your business does. List out the consumers, organizations, and businesses your company will serve. Discuss the advantages that will make your business succeed.
- Market analysis – It’s important to have a good understanding of your target market and industry outlook. You can find out what other businesses are doing and what their strengths are through competitive research. Trends and themes are what you want to look for in your market research.
- Organization and management – How will your company be structured and who will run it? Describe the legal structure of your business. If you’re a sole proprietor or limited liability company, state whether you have or intend to incorporate your business as a C or an S corporation.
- Photography Service Offered – Provide a description of the photography services you offer. Explain how it benefits your customers. Discuss your plans for intellectual property.
- Marketing and Sales Plan There are many different ways to approach a marketing strategy. Your strategy should change as your needs evolve. The purpose of this section is to describe how you’ll attract and retain customers.
- Requesting Funding – This is where you’ll outline your funding requirements if you are asking for funding. Explain how much funding you will need over the next five years and what you’ll use it for. You can specify whether you want debt or equity, as well as the length of time your request will cover. You should give a detailed description of how you will use your funds. You can specify if you need money to buy equipment, pay salaries, or cover bills. Remember to include a description of your future financial plans.
- Financial Projections You should supplement your funding request with financial projections. Your goal is to show that your business is stable and will be a financial success. Prepare a financial outlook for the next five years. Capital expenditure budgets, cash flow statements, and forecasted income statements should be included. For the first year, use projections quarterly or even monthly. You should match your projections to your funding request.
2. Securing Startup Funds
If you have enough money in your bank account, you will be in a good position to start your business. A lot of new entrepreneurs need startup funds to get their business off the ground. If you need financial assistance, you may want to secure a small business loan. Another option is to have family or friends invest in your photography business.
3. Choose A Business Entity Type
It’s important to consult with a business attorney or tax professional if you’re unsure of the right entity for your business. Photography business owners can register as a limited liability company or sole proprietor. There are certain benefits that each legal structure provides. You’ll need to decide which one suits your photography business best.
4. Choose Your Photography Business Name
Give yourself some time to think about your business name. Once you have decided, make sure the business name is available by doing a secretary of state business search. A lot of photographers choose to go by their own name, others opt for something more creative.
Keep in mind that you may be required to file a DBA (Doing Business As/Fictitious Name) if you’re operating under a sole proprietorship and are operating under a different name other than your own.
Once you have your name secured, you should secure the domain name for your website, and any social media accounts that will be connected to your photography business. You want to secure it before somebody else does.
5. Apply for Business Licenses and Permits
To operate your photography business legally, apply for the proper licenses and permits. The licenses and permits you need vary depending on the state, county, or city and the type of business you will be conducting. Your business license fees also vary by area. You’ll need to research your own state, county, and city regulations. You can find out which permits and licenses are needed by visiting your state’s website.
6. Business Insurance
Business Insurance is a necessity for any business. You need it in case your equipment is damaged or stolen, for unhappy customers, or if someone gets hurt while you are working with them. The main types of insurance coverage your photography business needs are Equipment, Public Liability, and Professional Indemnity. Check with your insurance agent for the proper coverage for your business.
7. Set Up An Employer Identification Number (EIN)
If you are starting a business you will need to obtain a Federal Tax Identification Number. The identification number is referred to as an Employer Identification Number or EIN for short. Sole proprietors do not need to obtain EINs for their businesses; however, they may choose to do so rather than using their own Social Security Numbers.
8. Set Up A Business Bank Account
It is always a good idea to separate your personal and business finances by opening a business bank account. It’s never a good idea to mix your personal finances with your business finances. This can lead to problems down the road when trying to pay taxes.
9. Get Legal Advice From Professionals
You don’t necessarily need to hire a lawyer to help you start your photography business. However, hiring a lawyer early on could save you money later on. Lawyers charge anywhere between $200-$500 per hour. They usually offer free consultations but expect payment after this initial consultation.
10. Build Your Photography Portfolio
You need to create a compelling professional portfolio in order to take your photography business to the next level. Your photography portfolio helps potential clients see your value as a photographer and allows you to show off your best work. To create a visually appealing portfolio, it’s important to make sure you produce the highest quality images and update them frequently with your most recent work.
11. Purchase A Domain, Set Up Web Hosting, And A Website
If you want your photography business to succeed it’s important to have an online presence. Your website should give people an idea of who you are, how you work and show off that portfolio of your best images.
Here are some recommended platforms to get you started:
- HostGator – With HostGator web hosting you’ll get everything you need to get your website going. The Website Builder is drag-and-drop and the site includes many building tools and templates.
- Blue Host – Blue Host offers a powerful, proven platform that’s perfect for hosting your websites. It’s easy to launch your new WordPress website right from there. Blue Host is one of the best-recommended WordPress providers by WordPress.org.
- WP Engine – With WP Engine & Format – Format is one of the best online portfolio platforms for sharing, promoting, and selling your work.
- Unbounce – Create landing pages with Unbounce. It is completely drag-and-drop, and fully customizable.
- Leadpages – Leadpages has over 200 professionally designed code-free, drag and drop templates to build landing pages and websites.
- SmugMug – SmugMug is the leader in creating stunning photo websites for photographers and photo enthusiasts, with an easy-to-use interface. A complete suite of commerce tools makes it easy to sell your work.
- Pixpa – Pixpa enables photographers to showcase, share, and sell their work online with style and simplicity.
- Webflow – Webflow is an affiliate program designed for influencers, educators, bloggers, and others.
- Strikingly – Strikingly is a website builder that allows users with little or no development experience to create mobile-optimized websites within minutes.
- Webydo – With Webydo you can create custom websites by dragging and dropping elements onto the design canvas. The Design Editor takes care of the code.​
- Designmodo – Create responsive, animated, static websites with Designmodo that are easy to set up and customize in minutes with ready-made designed and coded templates and themes.
- ShootProof – With ShootProof create stunning client galleries to showcase, share, and sell your work online. Fulfill your print orders with one of their lab partners or self-fulfill with any lab in the world.
12. Studio Space
Professional photographers can either lease out a separate space or set up a studio in a room in their homes. Many professional photographers start off with a home-based photography business to save on costs. If you choose to do that, you should have at least a 12×12 foot space to use as a studio. Make sure you will be able to adequately work with clients and all your equipment.
13. Photography Equipment Needed To Start Your Business
The costs of starting a photography business can be high. The cost of photography equipment can add up quickly. It makes sense to start with the basics. As your photography business income grows, you can begin to add more gear.
Here is a list of the most important equipment when starting a photography business:
1) A good camera body. This is where all the magic happens! If you’re just getting into this industry, and want to shoot professionally then invest in a full-frame camera. There are many great options of full-frame DSLRs or Mirrorless cameras. You should also have a backup camera in the event your main camera fails.
2) An external flash unit. External flashes allow you to lighten shadows without having to worry about using fill lights. They also make it easier to control lighting during portraits.
3) Studio Lighting Kit – A good lighting kit is necessary if you are planning on doing any kind of studio photography. Studio light essentials are:
- Continuous lights
- Strobe lights
- Speedlights
- Umbrellas or lightboxes
- Gels
- Light meters
- Reflectors
- Lighting trusses
4) Remote triggers. When you need to operate multiple pieces of equipment at the same time, consider investing in some remote controls. Wireless remotes are available for lights, and shutters and will prevent you from tripping over cords.
5) Tripod. A sturdy tripod is another important investment. Buy the best you can afford. Having a tripod helps ensure consistent framing and shooting angles.
6) Lenses. The camera is important, but the lenses you use are more important. The high-quality imagery that you need as a professional can be obtained if you have a couple of good-quality lenses. A good option is to have one prime and a zoom lens for more flexibility.
7) Lens hood. The primary use of a lens hood is to keep the light from hitting the front lens element. A lens hood will help to prevent flare. Another reason to use one is that it will protect your lens from damage.
8) Lens Filters. Make sure to get the highest quality filters you can afford. You don’t want to put an inferior filter on your expensive lens. There are several types of filters and they all do different things. At the very least you should always have a UV filter on your lens. It protects your lenses from dust and scratches. Polarizing filters and ND filters are used to boost color or reduce reflections.
9) Memory cards. To make sure you don’t lose images, invest in high-quality memory cards. Don’t forget to have a few spare cards in case anything goes wrong during the shoot.
10) Memory Card Reader. A lot of computers have a card reader built into them. If your computer doesn’t have a built-in reader, a portable card reader will be needed so you can transfer your images off the card and into your computer.
11) Spare Batteries and Battery Charger. You should always have spare batteries with you when you are on a shoot. Always keep your batteries charged so you don’t get caught out with a battery that is running low.
12) Light meter. While many photographers rely solely on auto-exposure settings, an accurate light meter lets you know how well each shot will turn out before printing. Light meters can be an invaluable tool for photographers.
12) Camera bag. Whether you carry your gear around in a backpack or sling over your shoulder depends largely upon personal preference, and how much equipment you are carrying. It’s important to make sure your camera is protected when you transport it from place to place. A good camera bag will keep your camera safe from getting damaged or broken or damaged.
13) External hard drives. You need to back up your work to a couple of different places. Most professional photographers use a couple of external hard drives and a cloud system. This will help prevent any important images from being deleted or lost.
14) Computer or laptop. If you plan on editing your photos, a computer is a necessity. It needs to have enough memory to accommodate any photo editing software you plan on using.
15) Photo Editing Software. After you have taken your photos, you’ll need to edit your photos. There are multiple software programs that let you edit images such as Photoshop, Lightroom, and Luminar.
16) Photo Printer. If you are going to be printing any images you want to make sure they are of the highest quality possible. Invest in a good photo print so your images really stand out.
17) Backdrops, Stands & Props. Depending on what type of photos you plan on taking, it might be necessary to purchase or create some props that you can use in a studio or portrait photography. Portrait studios should have a few solid-colored and traditional textured backdrops to use for portraits. Quality backdrops can be pricey but tend to hold up much better. If you are more budget-conscious other options are paper, vinyl, or even fabric.
18) Power Strips. To protect your equipment, purchase high-quality power strips for each of your equipment types, and make sure you don’t plug a power strip into another. Be sure they offer surge protection. It will keep your equipment from shorting out in the event of a power failure.
14. Pricing Structure: How Much Should You Charge?
Once you have decided which services you would like to provide, pricing structure becomes one of the most crucial decisions you must make. The price you charge determines whether your ideal client will choose to hire you or not.
It can be difficult for photographers to set their prices and determine their worth. Many beginning photographers set prices much too low that often result in losing money or barely making minimum wage. You can research your competitors and see what they charge, but you will need to charge what you are worth.
The amount of money a professional photographer makes depends on their level of skill, experience, and the type of photography they are doing. The location where you shoot matters too. For example, shooting weddings in New York City versus a small town in the midwest means two very different things when it comes to earning potential.
15. Choose Your Niche
What is the niche of your photography business? Think about what type of clients you want to attract before starting your business. Do they live in your vicinity? Is it possible that they will pay more for quality service?
Determine what your ideal customer base is and then niche it down even further. For example, if you are a portrait photographer, you may only want to work with adults. The more you can define your niche, and figure out why type of photography you want to specialize in, the more successful you be in acquiring the customers you want to work with.
Here are some niches you could specialize in:
- Wedding photography business
- Portrait photography business
- Children’s photography business
- School photography business
- Stock photography business
- Event photography business
- Travel photography business
- Fashion photography business
- Food photography business
- Sports photography business
- Business photography business
- Real estate photography business
16. Brand Your Photography Business
The key to successful branding is to make your business stand out from the crowd. You want to set yourself apart by creating and establishing a brand identity that is unique.
It’s a good idea to invest in a professional logo, brand colors, and fonts for your marketing materials. It’s important that your branding aligns with the feel of your business, your photography style, and what you think will appeal to your audience.
17. Market & Promote Your Business
Before you open your doors for business, you need to have an effective marketing plan in place to acquire prospective clients.
There are a variety of ways to promote and advertise your photography business. Your target audience and where they spend their time searching for a professional photographer will affect how you promote and market your business.
To get you started, here are some common marketing strategies:
- SEO
- Facebook ads
- Google ads
- Email marketing
- Instagram ads
- YouTube
- Blogging
- Referral sites (like The Knot)
- Networking
18. Sell Your Photos Online
Many photographers sell their photography online as stock photos. It’s a great way to add some extra income to your business. There are a lot of stock photo sites to consider. Here are some that we recommend checking out:
- PxBee – Whether you’re searching for material to add to your website or into advertisements, PxBee has what you need for your budget. It has over 60,000,000 high-quality stunning photos from real life photographers to choose from.
- StockSnap.io – Hundreds of free high resolution images with more being added weekly.
- PicJumbo – Free stock photo for personal and commercial use.
- Alamy – Alamy delivers over 250 million creative and editorial stock photos, vectors, 360-degree images and videos worldwide.
- Vecteezy – Vecteezy makes fully licensed, professional-quality creative vectors, stock photos and stock video accessible to all, enabling designers to do their best work and take on any project with confidence.
- Dreamstime – Dreamstime is a micro stock website, specializing in Royalty Free content.
- Pond5 – Pond5 is primarily a video marketplace. Their focus is on all different kinds of stock video especially 4K.
- Shutterstock – Shutterstock offers the quality, royalty free stock images, photos, vectors, illustrations, footage, video, and music for nearly any application.
Conclusion
Starting your own photography business can be exciting and rewarding as well. I hope this guide will help you with all the steps you need to start a successful photography business. There may be some challenges along the way, but you can overcome them with perseverance.
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