How to Start a Photography Business: Business Plan | Gear | Marketing Tips

This step-by-step guide to starting a photography business will immediately put you ahead of many competitors if you follow the guidance and tips included. It’s the kind of information pro photographers wish they’d known when getting started, and you could save years of trial and error with these tips for starting a photography business.

Most photographers prefer to discuss topics related to creativity and aren’t as naturally interested in the business side of things. However, successful professionals will tell you that paying close attention to the nuts and bolts of the business of photography can make or break things for you, especially when starting out.

Read on to learn more about creating a business plan, setting up a legal and licensed business, choosing the right gear, honing your photography skills, niches that are the most profitable, developing an amazing portfolio, marketing yourself and your business, protecting your work, and practicing superior client relations and customer service.  

Write a Photography Business Plan

Developing a business plan will clarify your thinking on important issues. And if you go looking for funding from friends or family or a financial institution, most will ask to see your business plan.

The purpose of a photography business plan is to:

• Define what you intend to do in practical terms– what’s your business vision? What do you intend to provide your customers? This is called an executive summary.

• Provide an overview of the market in your area including opportunity and competition. This is called a market analysis or industry research. If you’re starting in a very competitive market, then you might want to hire a business consultant with access to data that can help you determine the level of competition, where the need is, and what the risks are in the beginning.

• Identify your unique selling position, or USP. It is what sets you apart from the competition and makes starting a business viable.

• Outline your business description, your approach or strategy – your niche, target market and what services you will provide. Include pricing.

• Discuss your marketing and branding strategy. Outline how you plan to attract customers, develop a recognizable brand and position yourself in the market through avenues such as social media, networking, advertising, partnerships, etc.

• List your equipment and overhead needs – camera gear, accessories, props, photography studio space, transportation, software for editing and for client management. Include expected costs.

• Discuss your legal and business structure such as being a sole proprietorship, LLC or corporation - and why you made that decision. Mention help you’re receiving from a business attorney, CPA or other business-related professional.

• Provide your cash resources available to start the business. Potential sources of funding will want to know if you have “skin in the game.”

• Goals and a timeline – What are your benchmarks for success, your revenue projections, and the timeframe you expect?

• Discuss the funding you are looking for including terms and anticipated payback time. For example, are you seeking loans or investors who will own a piece of your company? Include proposed repayment terms for loans and expected return on investment for investors.

• Know your Costs. You and your funding partners will want to know the cost of starting a photography business.

Below is a common list with average startup costs. The prices given for new gear are on cameras and equipment currently being sold by major retailers like B&H and Crutchfield. Used equipment was priced on those sites too and compared with prices on sites including eBay and the Camera Exchange.

Only professional-grade equipment was considered, because it delivers better results and is more reliable. We recommend buying pro equipment over hobby-grade equipment, even if it has to be used equipment due to budget constraints.

Because we’ve priced both new and used equipment and because we recommend professional quality, the price ranges vary significantly with total cost being quite high. Note, though, that top-quality cameras and lenses hold their value better than cheaper equipment because they are known for durability and reliability.

• Cameras: $2,300-$4,000+ for two quality camera bodies. Studio photographers often have two cameras that are identical to maintain consistency - a main camera and a backup camera in case something goes wrong with the main camera. Event and wedding photographers typically carry two cameras - one with a prime lens and one with a zoom lens. Having two cameras gives them the ability to switch quickly between lenses. The average cost of a Sony A7 IV is $2,100 and of a Canon EOS R6 is $2,000. In the used market, a Sony A7 III is about $1,200 while a Canon 5D Mark IV is about $950-$1,100.

• Lenses: $550-$2,400. The price of lenses varies more than camera prices. Consider Sony 50mm lenses. The Sony FE 50mm f/1.8 standard lens is about $250. The E 50mm f/1.8 lens is $350, and if upgrade to the FE 50mm f/1.4, you’ll pay around $1,100. The f/1.2 version is $1,500. Used lenses run 25% to 50% less.

• Lighting and accessories: $650 - $2,100. Professionals use multiple light sources individually or in tandem. The word “photography” literally means “writing (or drawing) with light,” and so it is understandable that lighting is critical to your success. A good external flash like the Sony HVL series ranges from $225 to $400. Softboxes range from $40 for a cheaper Emart unit to $180 for a GODOX strip softbox. Multicolor light reflector sets range from $10 to $50 depending on quality and number of reflectors.

• Computer and software: $60/month to $3,000+. Computer prices vary widely, and what you currently have might be good enough. If you have to buy a computer, expect to pay $2,000 or more for one with the capabilities you’ll want. In terms of software, most pros use the Adobe Creative Cloud package. It includes Lightroom, Adobe Express Premium and more than 20 additional Adobe apps and 100GB of cloud storage. Cost is $59.99 per month with a 12-month commitment. Upfront price is $719.88 for the year.

• Equipment cases and storage: $250 - $1,500. Good hard sided equipment and transport cases are made by Pelican and Lowepro with boxes from $260 to $700 depending on size and internal features.

Form a Legal Business With a Dynamic Name

Do it by the book, and you’ll avoid legal and tax hassles later and protect yourself in the process.

Here’s a legal checklist for starting a photography business:

• Register your business with your state. Determine the best business structure. A sole proprietorship is simple, but it means that you are the business, and all your personal assets are at risk. An LLC (limited liability corporation) is more costly but it protects your personal assets from liability.

• Select a memorable, professional photography business name that tells potential clients what your niche or expertise is – something like “Portraits by Paula” or “Perfect Poses” for portrait photography or “Captured Occasions” for event photography.  You’ll need to include a name with your business registration papers.

• Obtain any state and local licenses required.

• Open a separate business banking account, and keep personal and business funds separate.

• Gain an understanding of basic bookkeeping, or find a bookkeeper or accountant.

• Understand your tax obligations.

Legal Tip: You may want to consult a business attorney to ensure your business is properly established and that you’re fully protected. These pros understand and can explain to you all of the issues in this checklist.

Business Tip: Consider taking business classes. If the business side is your weak side, classes at the local community college will strengthen your skills. Consult an admissions counselor to determine which courses will be most useful to you.

Buy New or Used Professional Gear

If you have a budget for it, buy new, pro-quality equipment including your cameras, lenses, lighting, stands, etc.

If a tighter budget means that you have to choose between used professional-grade equipment and new hobby-level equipment, buy the professional gear every time.  

Cost-saving Tip: Professional level cameras and lenses can be rented too. While you will want your own main setup, renting something unique like an ultra-wide angle lens might make sense in the early days of your business.

A short checklist of equipment for starting a photography business includes:

• Full-frame camera: Consider a pro mirrorless or DSLR camera. Popular choices include a new Sony A7 IV or Canon R6 or used models in the same series, such as the Sony A7 III or the Canon EOS R. The Canon 5D Mark IV is a DSLR with a proven track record. The industry is moving toward mirrorless, and rather rapidly, so if you want to future proof your equipment, a mirrorless camera is the better choice.

• Lenses: The top two choices are a prime lens and a zoom lens. For the prime or portrait lens, consider a 50mm or 85mm f/1.8 or f/1.4 lens. A 24-70mm f/2.8 zoom lens delivers outstanding versatility for portraits, events, and general photography.

• Camera bag or backpack: Choose one made from durable, padded material and lots of external and internal pockets for organization and quickly finding the item you want.

• Tripod: Pro-grade tripods are very sturdy, fully adjustable with strong locking mechanisms.

• External strobe or speedlight: An external flash is essential gear, providing outstanding lighting control.

• Memory cards and external storage: Choose high-capacity, fast memory cards to ensure you can keep shooting all day. An external harddrive gives you excellent long term storage capacity.

• Post-processing editing software like Photoshop and Lightroom - or a cheaper alternative to Lightroom or Photoshop if necessary.

Image from Pexels

Learn to Take Great Photos

How do you get better at taking pictures that people will love? There are three ways.

First, is with practice! Learn your camera modes and settings by adjusting them, taking shots, and checking the results to see how changing settings and modes impacts the images you capture. Experiment with proven composition rules, again, seeing how employing them in different ways produces a different style or aesthetic.

Secondly, master photo editing in post-processing work. By developing photography and editing skills, your consistency in taking great photos will increase dramatically.

But don’t just develop your technical skills. Work on your creative side too.

So, the third foundation principle in learning to take great pictures is to put in the thinking time necessary to develop unique compositions, angles, poses and concepts that will improve your photography and set it apart from the competition. It might help to review photo books from great photographers for inspiration – learn what sets them apart and develop your own take on their style.

One photography professional put it this way, “I wish I'd spent more time thinking up great concepts, rather than stressing out about shooting technically perfect photos.”

Why not master both?

Image from Pexels

Focus on What Pays

What you truly love to shoot isn’t always what pays the bills.

If you’re serious about starting a photography business that succeeds, earning you the living you desire, you might first have to understand different types of photography and focus on those that are profitable, even if they aren’t your favorites. But if you can develop superior skills so that you excel at one or two of these, you’ll likely enjoy a growing stream of business.

Then, you can use your free time to photograph what you love – and if you can sell it, that’s gravy.

Here are the highest-paying niches and those in which it can be a struggle to earn a living.

Success Tips: Keep in mind that the lucrative niches are also competitive, so to succeed, you’ll need to hone both the technical and creative sides of your craft including photo editing. Using the very best camera equipment, accessories, props, stands, lighting, and software will also help you get ahead of the competition.

The most lucrative niches are:

• Commercial advertising photography

• Newborn and baby photography

• Wedding photography

• Real estate photography

• Corporate branding and product photography

• Event photography

• Boudoir photography

• E-commerce photography

The least profitable photography niches are:

• Stock photography

• Photojournalism

• Concert and sports photography

• Street photography

• Fine arts photography

Other niches, like sports photography and wildlife photography, can be profitable. But there are few steady jobs and there is a lot of competition for freelance photographers. This is especially true with wildlife photography.

If you shoot weddings or corporate events to earn a living and you photograph sports or concerts or birds as your hobby – and the occasional sale of an image – you won’t be the first to take that route.

Build Your Portfolio

Many pros know that “your portfolio gets you hired.” It’s often that simple. You can build a dynamic portfolio even before you’ve built a matching reputation.

Here are proven ways to build a photography portfolio:

• Curate the best photos from every shoot.

• Create a professional website using website builders like Pixieset or Format designed for photographers.

• Showcase your best shots for your online portfolio. They should be high-resolution and perfected with quality editing. Be constantly updating your portfolio so that it contains only the best of the best of your work.

• Show your skills with photos using diverse camera settings, composition techniques, lighting, subject matter and styles.  

• As your portfolio grows full of fantastic photos, categorize the images, so that clients with different needs can focus on the target market that fits their needs (portraits, wedding photos, fashion, products, etc.).

• Print a physical photobook of your very best shots. Put them in clear covers and use a 3-ring binder, so you can rearrange the photos based on the person you’re showing it off to.

• Work cheap or for free when work isn’t coming to you. Find suitable models or events in the niches you want to work, and hone your skills with taking free or low-cost photos. For example, get permission to shoot a carnival or similar event at a local school. Have your laptop set up, and display the best shots throughout the event. Soon you’ll be getting booked for birthday parties, family and senior portraits, school dances, and more.

• Post positive reviews of venues where you have worked – and include photos (though not photos of clients unless they approve). Show off the venue’s strong points in your images. And then make a call to the venue to see if they keep a list of photographers they recommend to clients hosting events there. This is a great “foot in the door!”

• Treat even free shoots like they’re important because your skills improve more quickly when you take every snap seriously.

Choose a Business Model Including Pricing and Payment Options

Do your research to find out what photographers in your area are charging for the kinds of work you plan to pursue. When do they charge by the hour and when by the project? What are rates by the hour? By the day? Determine what your costs are for equipment, travel, studio space, marketing, insurance, etc. And then structure competitive pricing that still earns you a profit.

To boost profits, consider tiered photography price points for packages of different sizes or that bundle services. Budget, Standard and Premium package tiers are common as is having an ala carte menu of extras that can be added.

Profit tip: Higher margins are realized when you provide more products and services for the same amount of travel and other overhead costs.

Offer payment options including check, credit or debit card, Square and Stripe. Understand the costs to you for each payment type such as processing fees. What about PayPal and Venmo? Most pros avoid using PayPal because PayPal isn’t considered friendly to the business owner, most often siding with customers in disputes. And Venmo is often used through PayPal - You can use Venmo for business only with an authorized Venmo Business Profile or through PayPal’s Braintree or PayPal Checkout.

Develop Your Brand & Market Your Business

While great pictures are what give you staying power in the photography industry, strong marketing skills get you noticed.

Start with brand identity. Every target market or niche is branded differently – and even within niches, your style should come through. Wedding photography is warm and romantic; portrait photography can be personal, intimate or business-like depending on the niche or niches you want to fill. Event photography branding should match the types of events you like to shoot, from fast-paced and edgy to corporate.

You get the point. Your branding should always be professional – and it should show your specific style.

Build your brand with a logo, Facebook page and/or website with consistent style and voice.

Market strategically. Try social media, text and email lists, and paid advertising, and track how your clients found you. Put special emphasis on marketing that consistently brings in business.

Network locally and build relationships with businesses, organizations, clubs and other connections. Seek to add value to the relationships you build – be a “giver,” not just a “taker.” Goodwill often results in more business.

Ideas:

• Shoot sports league team pictures for free, and offer individual pictures for a fee.

• Take free branding photos of a local business in exchange for tagging your business on social media, use of the pictures in your portfolio, a positive review on your website or Facebook page, or the promise of referrals.

• Work a charity event for free in exchange for being listed on the program materials and website.

• Offer to photograph a home or commercial property for a real estate agency, and do such great work that its agents will want you to take the photos for their next listing.

• Start a blog on your website with tips and how-to’s for hobby photographers, a sample checklist of pictures to request for a wedding or event, and other posts that provide value to the readers. As you’re writing, include photography SEO keywords related to the content of that post that will get it ranked for common search terms like “[your city] wedding photographer,” or “event photographer in [your city].”

Image from Shutterstock

Protect Your Photography Products

In most states, photographers own the copyright to their images even if they are sold. In other words, when you are hired to take wedding photos, you own the copyright to the photos and you sell copies to your client along with a personal use license. The client is not allowed to profit from resale of the images. Licensing is more complex for commercial clients. This is where having an attorney involved will help, at least until you’re comfortable with the legal issues involved.

Use Contracts to Get It in Writing

A solid photography contract includes protections for both parties – you and your client. And don’t start work without a signed contract! As they say, get it signed now, or cry later when the customer decides not to pay or disputes an agreement that is only verbal. Get it in writing, and get it signed.

Here’s a short checklist of what you’ll find in every good contract:

• Deliverables: Be specific about what the client will receive such as the number of images and quantity of each, formats, and the timeframe for completing the finished images.

• Payment terms: Total cost, downpayment/retainer before the shoot, and when the remainder is due. Include any fees for late payments or consequences of the failure to pay.

• Cancellation and Rescheduling: Include whether the deposit or retainer will be refunded if the cancellation occurs well ahead of the event (you choose how many days). Typically, if cancellation occurs close to the event, a time of your choosing from 14-30 days in most cases, the deposit is not refunded or a portion of it is kept. If you allow rescheduling, include how much notice is required. The contract should also spell out what happens if you have to cancel. Common language for this event goes something like this: “If the photographer must cancel due to illness or emergency, all payments will be refunded and the photographer will assist in finding a replacement if possible.”

• Liability: Make it clear that if you cannot perform your duties, or if images are lost after the event due to circumstances you can’t control, your liability is limited to returning all fees paid.

Most good photography contracts go into more detail on these issues. That’s another reason to work with an attorney, at least initially, until you have a contract template you are comfortable using.

Tip: Free photography contract templates and those you pay for are also available from online legal sites.

Practice Great Client Relations & Customer Service

The quicker and more responsive you are to inquiries from potential clients, the more likely you are to get their business.

Here are 8 proven tips for producing satisfied customers.

• Make it easy for people to contact you – by phone, website form, email, and social media.

• Reply quickly. If you can’t check any of those for more than a day, pay a service to do it for you. Within a few days, many potential customers will start looking for a new photographer.

• Simplify scheduling – use a system tailored to your niche, whether it is booking a studio session for portraits or to meet to look at your wedding or event or product photography portfolio.

• Make your photography price lists accessible and transparent.

• Provide a contract to review, so that clients understand your and their obligations from the beginning.

• Answer all their questions about booking, cancellation, what to wear for photos, etc., and do it with a smile. Experienced photographers know that building that rapport is essential to getting new business.

• Make the process as easy and pain-free as possible every step.

• Provide “above and beyond” service from start to finish. Do this remembering that not only is your goal to make this customer happy, but to do such a great job that they become part of your organic “marketing team.”