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Learn the basic requirements necessary to succeed in the fast-paced world of professional photography.
Starting your own photography business is a great way to add a second income or a main income if you work hard. While the photography market is competitive, many photography business owners have been able to find their niche and build a sustainable career. Like most creative endeavors, you need to balance your passion for photography with real business skills to be successful.
To build and grow your business, you need both raw talent and a knack for marketing. One photographer we spoke with said an ability “to market yourself” was one of the most important factors in success. You should continually be working to improve your craft and evolve your product and work consistently on your own branding, online marketing and people skills. Without the two, the results will likely end up being an expensive hobby rather than a viable full-time business.
Based on interviews with professional photographers, here is a list of equipment, software and services you should consider acquiring to launch your photography business.
There are a few things nearly all businesses need that you should get squared away first, before you even think about buying equipment:
Determine the equipment you’ll need to do the job. While you don’t need all of the following all at once, professional photographers we spoke to suggested eventually acquiring the following inventory. If you want to keep costs low, consider what in this list is an absolute necessity to complete your first jobs in a quality manner:
Photography businesses will need certain digital services and software, including a website and hosting, editing software and an online proof gallery:
Once you have all the equipment, software and services you need to do the job, it’s time to start finding work. In the early days of your photography business, this may be challenging, but the following steps can help you generate leads and land gigs:
While you don’t need to buy every single piece of equipment and subscribe to every service all at once, many professional photographers say to plan on budgeting between $10,000 and $15,000 to launch a photography business.
According to professional photographer Austen Diamond, “building slow and smart” will help you stay nimble. Allow the organic growth of your business to fund gear improvements and avoid debt if possible, he said.
As a professional photographer, you’re likely to need at least two cameras, which can cost up to $2,000 each depending on the model you choose. However, if you need to start on a lean budget, you can probably get away with using only one camera for your first few jobs to help fund the purchase of the second camera.
Additionally, you’ll likely need multiple lenses and flashes, which can cost upward of $1,000 each. Similar to the camera, start with the basic, most essential lenses you’ll need to complete paying gigs. When the money comes in from these jobs, you can use it to acquire additional equipment and level up your work.
The other major expense you can expect is a computer or laptop that has ample memory and processing power, especially if you plan on shooting and editing video content. Expect to spend up to $2,000 for a suitable device.
Beyond these major expenses, you’ll need to factor in equipment like memory cards and external hard drives. There are also business expenses, such as acquiring a business license, insurance and professionals like accountants and lawyers. You’ll also likely need a website, software like Lightroom and Photoshop, business cards and budget for attending networking events and joining trade associations to help make contacts and expand your business.
Beyond equipment, software and services, there are some other important aspects to consider when launching a photography business. The following are important elements to plan for when you begin trying to generate leads and accepting jobs.
Building a personal brand and reputation for quality work is one of the best ways to generate referrals and recognition. In a business like photography, word-of-mouth advertising is highly effective. For example, if a newlywed couple was thrilled with your work at their wedding, their friends and family may hire you for portraits and events of their own.
Building your brand and reputation is a way to reinforce your image as a top-notch professional photographer and generate more work and revenue. Here are the things you should consider about branding and reputation:
Many photographers have difficulties with setting their price and determining their value. Certainly, you should never price work to result in lost money or less than minimum wage, but many do. You can research your area to see what your competitors charge but, ultimately, you’ll need to charge what you feel you are worth.
Generally, you’ll want to estimate 3 hours of editing time for every hour of shooting. Some photographers use a gauge of roughly $75 to $250 per hour to cover standard costs. Be sure to factor in travel and preparation time as well as the equipment and expertise you bring to the shoot. Consider your ongoing costs, such as insurance, professional services and your website, as well. These expenses support your business and allow you to provide your photography services, so make sure you’ve built them into the rates you charge and left room for profit too.
You should also always require an upfront deposit for high-priced gigs. To avoid credit card stop payments, you should require cash, cashier’s check or bank transfer for paying the deposit.
Managing your clients’ expectations is important to your success. Your clients should know exactly what to expect of you and also what is expected of them. For weddings, timelines and group pictures should be organized in advance. For infant photos, your customers should know what clothes and accessories to bring. If you are taking corporate headshot images, people should know how to dress.
For contracts, your clients should know how much is due in advance and how to pay it. You should set terms on how far in advance you need them to commit so you can schedule.
Contracts should be explained carefully and, if applicable, your customers should know how they are allowed to use the images — and that should be in writing as well. While not everyone is comfortable with legalese, your professionalism will help make this necessary part of your business agreement go as smoothly as possible. You can find free contracts online, such as model release, photo licensing, wedding agreements and other common photography contracts, on sites like Less Accounting.
Finding your niche market not only allows you to focus on a specific skill set but also offers the opportunity to find networking prospects in a specific genre. Wedding and infant photographers are abundant. You can still book these types of gigs, but if you can offer something that others do not, you may find more work.
The product you offer may cover a specific genre, such as sports or a style or mood, such as humorous photos. Or perhaps you are also a writer and can create beautiful picture books with family stories. Maybe you work in the medical industry and have the knowledge to create quality educational medical photography.
This list includes some types of work for professional photographers, so no matter what your interest you can find some inspiration for your photography business:
There is a lot to know about becoming an exceptional photographer and making money doing it. Understanding the equipment and the art of photography is just the start; you’ll also need business acumen and exceptional organizational skills to deliver high-quality work that leaves your clients satisfied. However, with skill, careful marketing and a strong professional reputation, you have a good chance of creating a lucrative photography career.
Tejas Vemparala also contributed to this article. Some source interviews were conducted for a previous version of this article.