Part Two: How to shoot for free (or cheap) and get the ball rolling

This is the second post in a series about what you should be focusing on during your first year starting a photography business. 

There is no shame in shooting for free or cheap when you are practicing your art and trying to get your business off the ground. In fact, if you are unpracticed and inexperienced, then you absolutely should. Charging people a lot of money to perform a task that you have not yet mastered is shameful and wrong.

As I talked about in part one, the main purpose of shooting a lot is to practice. This work eventually builds up and represents your business through your portfolio. Your portfolio shows your work to the world, it shows what you can (or can't) do, your style, and your passion. Your portfolio should also focus more on the type of work you are aiming for. Just because you shoot something, doesn't mean it has to go in your portfolio. If you don't like it, aren't proud of it, or don't want to do it again: don't put it in your portfolio! 

The business advice I'm about to give you is not for professional business owners. This advice is by no means mathematical or intended to be used long term. This advice is for beginners only, a starting point to get your business off the ground.

So here is my advice to you beginners, on how to shoot for cheap and get things rolling...

1. Make a list of what you want to do. Finding your niche or specialty may not come to you in the beginning, but it will form while you do more work. But start by making a list of the work that you want to try. For example, family photography, engagements, weddings, children, newborns, maternity, events, car shows, food, etc.

2. Make a list of the absolutely essential things you need to start your business. If your current equipment is hindering you from doing a great job, it's time to upgrade. Do you need a business license, a website, a blog, a logo, or some business cards? Write down what you need, find out how much it will cost and create your goal.

You want to be looking at a short term window, one year or less, that you will try to reach this goal and purchase the things you need. For example, let's say this is your list:

-A new Canon 5D MkII $2500
-A Canon 50mm f/1.4 lens $399
-A Prophoto blog $300
-Logo/business card design $400
Your goal to "raise" in one year: $3,600

3. Look at your portfolio and see what it needs. If you are just starting out, that probably means everything. But if you have some work under your belt, look at your portfolio and see which area is lacking. Even after years of being in business, Charlie and I will still look to see what our current portfolio is lacking and will exercise the next few steps to fill the gap.

4. Make a plan to meet your large goal. This means setting a price for your work that you feel comfortable with, and shooting as many sessions as you need to to reach that goal. For example, for your first six months you could charge $50 for a normal portrait session and $250 for a wedding. After you've gotten some work and feel a little more comfortable, you could raise portrait sessions to $100 and weddings to $500. Your year could break down something like this:

First six months:
7 portrait sessions @$50 each
3 weddings @$250 each

Next six months:
10 portrait sessions @$100 each
3 weddings @$500 each

Total of: $3,600

5. Identify people you know to meet your "needs". The above layout for one year is a lot of work! While it may seem tempting to put yourself out there for anyone to have, don't. Be picky. Select your target demographic that you want to photograph, and solicit yourself to them. If you want to shoot engagement and wedding photography, hit up your couple friends. Let them know that you are starting a photography business and are in a portfolio building stage for a limited time, and you would like to offer them the chance to have a portrait session with you for only $50 (or whatever price you decide upon). Contact as many people as you know who fit into your criteria for what you need, don't wait for them to come to you.

Continue this letter writing and phone calling until you have reached the amount of work you need, then raise your prices. Be flexible, if people aren't biting at your dollar amount, then work out a deal. Tell them you will take $10 off for every person they refer, or offer them an incentive for advertising your services on their Facebook page or website. Negotiate the talents you have for the connections they have.

6. Never work off of craiglist, no matter how tempting. There are so many reasons for this that deserve their own blog post, but just don't. It is unsatisfying, ungratifying, exhausting, depressing and meaningless. Only work within friends of friends of friends.

If you don't feel comfortable charging people yet, that's okay, shoot for free and get to a level where you can start charging. You can save up money from your day job to help meet your goal (that's what I did) and practice for free in the mean time.

So to sum up this post: Create a goal for your business and what it needs, make a plan for how to get that goal. At the same time, focus on practicing the kind of work you want to do and building the portfolio you want to show.

Questions? I'm always here.

-Sara

Have Heart Photography

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