The Business of Photography
Delivered in 3 parts, this seminar first deals with the legalities of running a small business, including the choices of structures available with their individual tax advantages and shortfalls, sales tax, insurance, business resources at the local level, professional associations and contracts, choosing a business idea, competition and product differentiation, positioning and messaging. The second part will deal with pricing and market research, costs of doing business, competition, customer expectations, branding and corporate identity, accounting, balance sheets. In the third part, marketing in its varied forms is explored, from websites to direct mail, advertising, cold calling, database management, list-based marketing, the effective use of branded materials and tracking of marketing efforts together with business plan examples. In the final part, the application of the above foundational business principles is applied to the varying genres of the medium, the use of specific contracts, marketing to specific targets, estimating and capital needs in terms of equipment for each specific genre.