Running a Photography Business: Pricing Your Work

Course details

"How much should I charge?" It's one of the most common questions asked by anyone starting a freelance or full-time photography business. In this course, veteran photo marketing consultant Skip Cohen helps you answer that question by addressing topics such as how to look at the demographic of your target audience, manage your own expenses, decide which services you plan to offer, and more. He helps you understand the variables that go into pricing your work as a photographer so you can run a successful business.

Learning objectives
Understanding revenue
Looking at target demographics
Understanding your target audience
Identifying your real costs
Deciding which products and services to offer
Pricing your products
Working with key suppliers
Controlling your costs

Concepts

0. Introduction

01 - Welcome - The challenge and importance of understanding revenue
02 - Understanding revenue
03 - What are your goals
04 - Full time vs. part time

1. Target Demographics

05 - Local vs. global
06 - Owning your zip code
07 - Different demographics require different methods of reach

2. Understanding Your Target Audience

08 - Seeing through their eyes
09 - Where are they and what's important to them
10 - Understanding the value of what you offer

3. What Are Your Real Costs

11 - Gear and software
12 - Equipment, space, and vendors
13 - Top 10 list of things most often forgotten - Education, travel, and insurance

4. What Are You Going to Offer

14 - Different specialties and different products
15 - la carte vs. packages
16 - Fee based
17 - Services vs. hard goods

5. Pricing

18 - Single vs. 3 4 tiers
19 - Taking an appropriate margin and the key price points
20 - Competitors and your pricing

6. Working with Suppliers

21 - Using a professional lab
22 - Printing your own work
23 - Vendors in your network
24 - Knowing what's hot and what's not

7. Creating Added Value

25 - A complete strategy
26 - Promotional offers
27 - Products services that are unique - Day in the life and extended coverage
28 - Partnerships and cross-promotions with other vendors

8. Your Costs

29 - Cost tips
30 - Understanding the market's key price points

9. When Things Don't Go As Planned

31 - Breathe - It's not a bad life just a bad day
32 - The economy
33 - Educating your clients

Conclusion

34 - Next steps