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PHO312 The Business of Photography

Winter session Fridays, January 16 thru March 27 12:30 to 4:30 PM. PHO312 The Business of Photography. Introductions. Name Photographic Specialty if any Career goal, photographic or other Something we wouldn’t guess about you. Syllabus. Materials

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PHO312 The Business of Photography

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  1. Winter session Fridays, January 16 thru March 27 12:30 to 4:30 PM PHO312 The Business of Photography

  2. Introductions • Name • Photographic Specialty if any • Career goal, photographic or other • Something we wouldn’t guess about you

  3. Syllabus • Materials • ASMP Professional Business Practices in Photography, 7th edition. • Handouts and templates provided by instructor • Optional materials • Accounting software, databases, CRM system, image file management (DAM software), Business planning software, pricing software

  4. Attendance and Deadlines • Attendance is taken at the beginning and mid-point of class. • Attendance and participation in class discussion is a substantial portion of your grade. • Deadlines • Submit papers electronically to ric@ricpeterson.com • Papers should be saved as • pho312_lastname_assignment • Late assignments are docked one full grade and accepted only until the next class period.

  5. Course Blog • www.ricpeterson.com/ais • Blog site can be used to; • Download worksheets and templates • Ask questions, support each other • Respond to online discussion • Add links and reference materials • Highlight pain points and/or successes in course materials and presentation

  6. Course Objectives • Learn the basic concepts and principles running a photographic-related business. • Develop research skills • Develop critical thinking • Develop Management and Entrepreneur oversight skills • Develop a business vocabulary • Develop business operational skills • Develop analytical skills • Practice Presentation Skills

  7. Business Overview • It should be simple right; I make money by creating images for others • However; • Is it assignments, stock, fine art or retail • Advertising, editorial, journalism, B2B, B2C, documentary, retail, film or digital • People, portraiture, fashion, catalog, collateral, table top, still life, food, architecture, interior, exterior, beauty, wedding, industrial, corporate, landscape, fine art, models, automotive, • Studio, location, natural light, available light, strobes, tungsten, mixed lights, Arri, • You get the idea

  8. Business Overview • What is it you do • Do you do it differently than others • Why should I choose you • How much do you charge • What is the value I get from working with you • How do I find you • Are you reliable • Have others been happy with you • Who have you failed • Are you a commodity or a specialty • Why should I care

  9. Business Overview • What does it cost to be in business • Equipment, insurance, office, studio, supplies, web site, advertising, marketing materials, car, insurance, rent, electricity, phone, heat, garbage removal, freelance help, employees, computers, software, desks, chairs, coffee, drinks, entertainment, clothes, models, make up, stylists, tools, music, stereos, frames, mats, • What is the Opportunity Cost

  10. Once again; • What is you do • Why do you do it. • Do you enjoy it • What purpose does it serve • What Value does it provide.

  11. Intro Business Planning • Table of Contents • Executive Summary • General Company Description • Products and Services • Marketing Plan • Operational Plan • Management and Organization • Personal Financial Statement • Startup Expenses and Capitalization • Financial Plan • Appendices • Refining the Plan

  12. Necessary Tools • Research • Focus • Critical thinking, analysis, decision making skills • Talent • Persistence • Stamina, insight, flexibility, • Intelligence, knowledge, training • Technology, tools, adaptability • VISION

  13. Strategy • Entrepreneurs and business managers are often so preoccupied with immediate issues that they lose sight of their ultimate objectives. • That's why a business review or preparation of a strategic plan is a virtual necessity. • This may not be a recipe for success, but without it a business is much more likely to fail.

  14. Strategy • Serve as a framework for decisions or for securing support and approval • Provide a basis for more detailed planning • Explain the business to others in order to inform, motivate and involve • Assist benchmarking and performance monitoring • Stimulate change and a building block for next plan • A Strategic plan must be realistic and attainable to allow entrepreneurs to think strategically and act operationally

  15. Strategy • Key steps to developing a strategic plan • SWOT Analysis • Vision • Mission • Values • Objectives • Strategies • Goals • Programs

  16. Goals, Strategy and Action Plan • In the next two years, I will achieve the following creative goals • In the next two years, I will achieve the following financial goals • In the next two years, I will achieve the following professional goals • In the next two years, I will achieve the following personal goals

  17. Goals, Strategy and Action Plan • What are you giving up in order to achieve these goals • Who do you need to help you get there • What resources do you need • Are they available to you • What do you need to get them • What happens if…..

  18. Goals, Strategy and Action Plan • Success is…. • Things that could alter my plans • I know I’ve arrived when… • I’ll be happy…

  19. Goals, Strategy and Action Plan • These are the things to be accomplished this year • This what I need to do this quarter • This what I need to accomplish this month • This what I need to do today • This is what I’m doing NOW • “Chop wood, carry water”

  20. The Noble Eightfold Path Wisdom Ethical Conduct Mental Development • Right view • Right intention • Right speech • Right action • Right livelihood • Right effort • Right mindfulness • Right concentration

  21. Resources • Selina Maitreya worksheets • The Artists Way by Julia Cameron • The Self Section of any bookstore • Music, poetry, literature, story telling • Parents, friends, mentors and colleagues • Reflection and meditation • Counselors and other professionals

  22. What will they say… • What will you leave behind • What good have you done • Who have you influenced • What difference have you made • What purpose have you served • Are you fulfilled

  23. Goals, Strategy, Plan Paper • SWOT analysis • Goals for the next two years: specific, measurable, quantifiable • Creative Goals • Financial Goals • Professional Goals • Personal Goals • Opportunity Cost: what are you giving up to attain these goals • What Resources do you need; be very specific • Contingency strategies • Define Success

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