Rangefinder Magazine
June 2005

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Business Savvy Ira Gostin
Road Map for Success in Today’s Photography Marketplace

Advanced planning and an aggressive and enthusiastic drive for your business are the keys to success in today’s rapidly changing business environment. If you think you can achieve success by flying your business by the seat of your pants, read on!

Success = Planning + Business Strategy + Photographic Talent. If you are an established professional photographer, emerging professional, or if you are delving into market expansion, the following are important and relevant tips to keep your business on the right track. Remember that any good advice must be tempered with your own thoughts and strategies and then incorporated into your business. No consultant should just give you mandates for you to follow.

1. Structure
First and foremost, you are no longer a guy or gal with a camera. You must consider yourself a small business proprietor. With the current downsizing and restructuring of resources taking place in corporate America, operating as a small business is mandatory to be competitive and guarantee survival. This means that some days you have to be the photographer and other days the CEO, janitor or office manager. Accepting these other responsibilities is the first step. Then allocate and schedule time to build the other skills you need. As an example, one job of the CFO or controller at your business would be to look at your banking. Are you using your personal account still? Maybe you are a big studio and can negotiate a better deal at a different bank. There are many ways to save money and increase efficiency by scheduling an appointment with your banker.

2. Associate
You must associate with people who do what you do. Strength in numbers is an old saying, but highly applicable in this context. Whether you join a trade association, attend meetings, or join an online organization, it is imperative that you associate with others in your specialty. Until we, as the photographic industry, stop looking at each other as the enemy, and start looking at each other as colleagues, true success will be far away. Joining is not enough—you must participate. You can only get out of any association what you put into it.

3. Ask
Don’t be afraid to call someone and ask for assistance. Most newspapers have a daily business section and many have small business features. Your local chamber of commerce may also have resources that you can use, whether you are a member or not. Keep an eye out for companies that produce small business workshops and seminars. Many banks provide free admission for their customers. The most important resource, however, is the Small Business Development Center (SBDC) at your local SBA office. Build your own resource network to assist you. Their services are free and very helpful! If you are a member of an association such as PPA or ASMP, there are mentor programs as well as directories, and in most cases, you can call up a member you may have heard of, introduce yourself and obtain some assistance on the phone.

4. Get Organized!
One of the drawbacks of not having a structured, traditional job is the loss of the structure itself. Do not let self-employment translate into taking it easy. Being self-employed means working long hours. Some type of time and day planner is critical. Whether it is a notebook calendar system or a PDA, you must have a way of planning and tracking your time. If you are not sure how to set up your time management system, check with some of your various resources or your office supply representative. Network with your peers, see what works for people you respect.

There are many calendar programs out there, but remember to keep it simple! Identify all the time-wasters in your life, and work to eliminate them.

Work hard to ensure that your workspace is neat and organized so you can get your hands on your work materials quickly, without having to turn the office upside down. Are your marketing materials ready to mail out at a moment’s notice? Spend a weekend getting your workspace organized, and you will feel the stress leaving!

5. Personal Time
This is definitely easier said than done, but it is one of the most important parts of your creativity! Burnout can cause your photography to suffer as well as the your image. No matter how rough things are or how stressed or tired you may be, you have to project yourself as energetic and ready to take on the world. Allow yourself some time to relax, exercise, get fresh air and just wind down a little and recharge. Go to the gym, play golf, join a noon basketball league, or visit a new gallery each week.

Schedule this time as you would any appointment so you are sure to do it! Make a date with yourself, an “artist’s date,” once a month to see a movie, go to a gallery or attend a function. You’ll be surprised how energizing some relaxation can be. Of course have a few business cards in your pocket just in case.

6. Learn the Laws
Learn what it takes to be in business in your community. Do you need a business license? Business phone line? City business license? DBA filing? Your resource network can help with answers to these questions. And don’t forget to give your business card to everyone you come in contact with! The SBDC will be another good source for help in this area.

7. Use Professionals
Evaluate what your strong and weak points are. If you are not good at bookkeeping and accounting, hire someone. Capitalize on your personal strengths. If you can’t write a press release, hire someone, or find a small agency with which you could trade-out photography against publicity work. Don’t try and run your studio by doing your taxes yourself. There are so many things a good accountant can do for you, and it’s really important to the professionalism of your business as well as your own sanity. Trade-outs in this area work well, but make sure you are consistent with the value of your photography. Don’t ever give it away!

8. Plan Your Business Strategies
When planning a vacation, you would never just jump in the car and drive off. You would at least take a map out, decide where you want to go, and then pick your route. Many photographers print business cards, and the next thing you know, they are in business. It just doesn’t work well. It’s crucial to sit down and design a strategy. The plan is very simple in that it contains goals and the strategy to accomplish those goals. Within the business plan itself, there should be a marketing plan. The business plan also contains financial information, deadlines, and overall strategies as to working the business. The business plan should give an outsider a concise and accurate look as to what you want to do, how you are going to do it, what your marketing strategies are, who you want to sell to, and your overall goals for success. There are numerous places to find assistance with the business plan, including books, as well as seminars, computer programs, workshops and professional marketing consultants.

9. Appreciate and Accept the Value of Your Services
Do not underestimate what you provide to the client. If you see yourself as “just a photographer,” they will as well. However, what will they think if you present yourself as the president of a company that provides imaging and consulting? Everything from how you dress to what kind of car you drive should be thought out. This isn’t being snobbish, but if you want to be a “high end” wedding photographer, don’t show up wearing jeans and driving an old van.

10. Marketing
For most photographers, this is the critical document. Your marketing plan and how you implement it are what separate the “guys with cameras” from the successful business owners. If you are a photographer who shoots two different kinds of pictures (say weddings and food in the studio), the areas are different goals with, in most cases, completely different strategies. The marketing plan should list each goal separately and then be followed by the specific strategy for each. It should also have your marketing messages, a list of marketing tools you will use, a calendar for implementation and a conclusion. Most importantly, don’t just write it and put it on a shelf. It is a document that needs to be reviewed regularly, updated regularly, and revised as necessary.

Stay tuned for the second part of this article, steps 11–21, which will appear in next month’s Rangefinder.

Ira Gostin is a photographer, cowboy and educator based in Reno, Nevada. “Business Savvy” is a regular feature in Rangefinder. If you have questions about this month’s column, or want to suggest future topics, write Ira at ira@gostinproductions.com.