So you want to be a professional photographer? - Business Series #3

Introduction

In a previous article I discussed two common questions I am asked about improving photography, but I am also often asked about how to be a professional photographer. This article will discuss a few aspects of how to become a professional photographer, more importantly, how to start a photography business. There is a slant towards landscape photography, but I hope some of the lessons can be transferred to other photographic careers. It is also worth noting that there are many ways to skin a cat and this is just my route. Further, there is so much knowledge beyond that discussed here and I’m also assuming that you aren’t coming from a photography degree or assisting an existing photographer, which is also an excellent way to gain knowledge and experience. A visit to your local bookshop or business advisor will provide a wealth of information on running a succesful business. But I hope this article provides a start.

I’m just starting out, so my viewpoint is very limited. It is a great life, and each good day will be a joy, even bad days when you work for yourself have a certain satisfaction. However, I’ve found out the following:

• I was told that you need to realise that ‘you are now in the business of photography’. This is great advice. You need to be sales, marketing, PR, finance, IT and tea person all in one, and a photographer. Never fear though, there is plenty help at hand:
  - Business Link
  - Banks business advisor
  - Professional organisations (http://www.swpp.co.uk, http://www.bipp.com, http://www.thebfp.com, http://www.thempa.com)
• Extending this, you are now a business, and the goal of a business is to make money. Cynical? Nope. Without profit and cashflow you will go nowhere, so forget any romantic ideals of I’m doing it for the art or my love of the land. When your business has money, then you can go where you want, follow the projects you want, buy the trick gear you want, pay your mortgage and put food on the table.
• On the subject of trick gear, starting a business doesn’t mean you will need to buy lots of new gear. If your gear is reliable and meets your chosen market requirments then you will be fine with the gear you have, to start with.
• Have a good business plan with achievable and measurable goals. Refer to it regularly. Yes, you might think it is boring, I did at first, but it is invaluable. I went on a week long course at my local Business Link that covered business plans and other key areas of starting a business and found it very useful. Sure a lot of the content was aimed at plumbers and hairdressers, but the lessons are easy to transfer.
• You’ve got to be sociable and sell yourself. I find this really hard, I would rather be out in the hills by myself for a week than smoozing in a gallery or design agency, but it has to be done and once you find that people are actually into what you are doing, it is good fun. I enjoy finding out about them. If you can’t do the social thing, get an agent or a sales rep! It’s a cliche, but it’s not what you know .....
• Have your fingers in lots of pies. Galleries and cards/calendars alone won’t pay the mortgage unless you are shifting large volumes. Consider selling stock, commisions, running courses .....
• Be a specialist. Nobody wants to commission a ‘jack of all trades’.
• Expect to take 5-10 years to get established!
• Pricing is always hard. Your business plan will tell you how much you need to make to pay the mortgage and have some pocket money for beer, and business costs. Where are you wanting to sell? How much volume can you produce? How many business areas can you cover? Be realistic. I identified 5 key areas for my first year and achieved three. Everything takes time by yourself.
• Don’t be afraid to delegate to other businesses e.g. think you might save a few pounds by framing your own work? Go see you local framer and discuss volumes. I will guarantee that you can’t beat his prices on the raw materials alone, never mind the fact your time can be better spent elsewhere, like taking photographs, which is more fun too.
• Your prices must also reflect the market. No point in setting hundred of pounds for each photo with expensive custom frames if you are wanting to sell in local gift shops, equally if you approach a top gallery with photographs selling for twenty pounds in Ikea frames, neither they nor their customers will touch your work. People expect a certain price that is not necessarily what it cost to make - cost and value are very different.
• Your client isn’t the market. They are a person and a business too. What can you do for them? What problem do you solve for them? You need to be helping them and give great service.
• Remember you have to make a living. Your business plan will help here, but just because you can make a print and frame it for £10, doesn’t mean you can sell it for £15 and think you are quids in. How many miles did you drive to get that photograph and how many visits? What about replacing the car in a few years time? How much time did you spend at that location? How much did your camera cost and what about replacing it in two years when the next latest and greatest has come out? How much is the mortgage? What about the cost of a computer and software? A business plan and proper market research are the best ways to help you decide on prices.
• Guess what, you probably aren’t going to make a fortune, but it will depend on your photographic/business/social skills, the type of photography you do (fashion photographers can earn good money, landscape photographers probably wont) and luck. We can’t all be David Bailey!
• On the subject of making a fortune, whether you make £1 or £1million, you are probably going to have to pay tax. The business advisors listed above can help with this or speak to HM Revenue & Customs or an accountant. I don’t use an accountant as my finances are quite simple and online tax returns make the process very very easy. Don’t shirk paying tax, we all have to do it and it helps the economy.
• Did I say have a business plan? You need to understand your market.

Conclusion

Work hard, ask for help when you need it and good luck.

You might find the following useful:

• www.mikemcfarlane.co.uk/techniques/view/50_tips_to_grow_your_business_marketing/
• www.danheller.com/bizfaq.html

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