Business Foundation
Cost of Doing Business (CODB)
Calculate CODB before quoting. Fixed costs: equipment depreciation, insurance, software, accounting, memberships. Divide total annual costs by realistic shooting days (80–120). This is your minimum day rate — any quote below it means you are subsidising the client.
Pricing Models & Licensing
Value-based pricing: price based on what the image is worth to the client, not how long it took. A billboard in central London has a different value than a local headshot. Licensing sells the right to use an image — exclusive, regional, time-limited — allowing photographers to retain copyright while generating recurring revenue.
Legalities & Client Relations
Contracts & Model Releases
A contract specifies: deliverables, timeline, payment terms (50% deposit, balance on delivery), usage rights, and cancellation terms. A model release grants permission to use a portrait commercially — without it, the image cannot be used in advertising. Never shoot a paid job without a signed contract.
Managing Client Expectations
The pre-shoot consultation is where jobs succeed or fail. Understand the brief and final image use. Agree on mood board references. Send a shot list and follow up with written confirmation of everything discussed. Specify revisions in the contract: how many rounds, what is a revision vs a new brief.
Branding & Client Acquisition
Portfolio Curation
Your portfolio is only as strong as its weakest image. 20 exceptional images win more work than 100 mixed-quality ones. Show only what you want to be hired for — if you show weddings, you get weddings. Ask photographers you respect to critique it honestly.
SEO & Client Acquisition
A clean, fast website with location-based keywords in page titles and alt text ("wedding photographer London" not just "photographer") is your primary business asset. Instagram and Pinterest drive discovery. Networking with creative directors and photo editors generates more high-value work than social media alone.
The Business Launch
Build a professional portfolio website with 15–20 consistent images. Write and publish: (1) a standard client contract, (2) a rate sheet covering three service tiers, (3) a licensing fee schedule. Conduct one mock client gig from initial inquiry through final gallery delivery.
Success criteria: Portfolio contains 15–20 images with clear specialism. Contract addresses deliverables, timeline, payment, rights, and cancellation. Rate sheet is based on calculated CODB plus profit margin. Mock gig documented start to finish with all paperwork completed.
Phase 6 Practice Exercises
12 exercises to build skill through direct application.
CODB Calculation
Calculate annual CODB. Divide by shooting days. Arrive at minimum day rate.
- Fixed cost identification
- Day rate maths
- Sustainable pricing
Rate Sheet
Three-tier rate sheet based on CODB plus profit margin.
- Service tier design
- Profit margin
- Rate presentation
Draft Your Contract
Deliverables, timeline, payment, usage rights, cancellation.
- Contract clauses
- Rights language
- Payment terms
Model Release
Create a model release. Have three friends sign it.
- Release language
- Commercial permission
- Release workflow
Portfolio Website
Build or update a portfolio website. Curate to 15–20 strongest images.
- Platform setup
- Curation discipline
- Professional presentation
Social Media Audit
Audit Instagram: aesthetic consistency, niche clarity, engagement, posting frequency.
- Social strategy
- Aesthetic consistency
- Niche positioning
Inquiry Email Template
Write a response template that qualifies the client and sets expectations immediately.
- Professional communication
- Client qualification
- Expectation setting
Mock Consultation
30-minute pre-shoot consultation covering brief, mood boards, location, timeline, and usage.
- Consultation structure
- Brief extraction
- Scope confirmation
Client Gallery Delivery
Set up a Pixieset or Pic-Time gallery. Deliver 20 images to a mock client.
- Gallery setup
- Delivery experience
- Professional presentation
Invoice Creation
Professional invoice. Send to mock client. Set up a 7-day follow-up reminder.
- Invoice formatting
- Payment tracking
- Billing practice
SEO Audit
Check website page titles and alt text for location-based keywords.
- On-page SEO
- Keyword specificity
- Local search
Year One Review
Review all six milestone projects. Set three specific goals for year two.
- Progress self-assessment
- Goal setting from evidence
- Continued growth