HOBBY TO PRO PHOTO Module 1, Lesson 1: Choose Your Studio Type
What Type of Studio Do You Want to Have? Welcome to the first lesson of Module 1! One of the first decisions you will need to make when creating your new business is what type of studio you want to run. There are three main options: The home studio The retail space The virtual studio First, let s take a look at the 5 areas that you will need to consider setting up:
The Breakdown Area 1: A studio shooting area If you are going to be photographing clients in a studio, whether in your home or a retail space, you will need to set up certain equipment: strobe lights and sturdy stands, background holder and backgrounds, and a camera stand or tripod It is vital that your equipment be properly mounted /stored so that children do not get hurt if they go near it If you will only be shooting outdoors or at clients homes, you do not need to be concerned about setting up a studio area
The Breakdown Area 2: A sitting area This area should be inviting and comfortable Here, you may meet with potential clients to discuss booking a session This may also be where you show clients their images and where they place their orders
The Breakdown Area 3: A restroom / changing area If your studio will be in your home, it s a big plus if you have a bathroom separate from the main living area of your home It is much more convenient if clients can change their outfits or use the toilet without walking around your personal living space! If you re working on location, ensure that customers come to the session dressed and ready for photos, since you typically may not have access to a restroom
The Breakdown Area 4: A waiting area This area is helpful if your next appointment is early and you are finishing up with your current client It s a bonus if you have it, but most homes will not Ex: I did not have room for a waiting area in my home studio, so I occasionally had to have clients that arrived early wait upstairs in my living room This is not ideal, but if you schedule enough time between sessions, you can minimize this situation
The Breakdown Area 5: Production office / Storage This may be in another private part of your home This can be a spare bedroom that use as your office, or a desk in a living area if necessary Here, you will do your retouching and other computer work, possibly framing clients portraits, and storing their orders until they re ready for pickup
Home Studio This is how most new professional photographers begin and what we recommend if you re just getting started! Much less costly than a retail space, and in the beginning every dollar counts. With a home studio you can be profitable with fewer clients than a retail studio requires. Works Best If: You have a garage, barn, spare room, or large area of your house that you re willing to turn into a studio/meeting area Have a separate entrance into this area of your home? Even better!
Home Studio Tip: It s best if you have enough space in your home to leave both a studio and meeting area set up as separate areas, but it is manageable with a single room as long as you are willing to schedule your sessions and meetings strategically Ex: When I first began, I turned our lower level into my studio I would then have to tidy up the photo equipment when I was meeting with clients or showing them their images
Home Studio CONSIDERATIONS: Get in the Zone Before you start redecorating, contact your local town hall to see if a home business is allowed where you live If it is. you need to know what zoning laws and rules apply Ex: When we started, the town in RI where we lived allowed a home business, but did not allow any signage in the yard In a case like that, it was important to have a visible house number on our home and mail box so that clients could easily locate us
Home Studio CONSIDERATIONS: First Impressions Look at your home from the curb - what will people see as they pull into your driveway? Your home does not have to be the Taj Mahal, but it should have a well-manicured lawn and neat appearance from the street If not, you ll want to make some improvements before opening the doors. It will be hard for prospective clients to be willing to pay premium prices if they arrive at a house with peeling paint, bikes all over the yard and a car on cinder blocks sitting in the driveway. (Ok, that s an exaggeration but you get the point!)
Home Studio CONSIDERATIONS: The Sniff Test When a client steps into your studio, it should smell fresh and clean You may want to light a scented candle fifteen minutes before they arrive If clients are scheduled near lunch or dinner and the smell from your kitchen wafts down to the studio, you will definitely want to hold off on that fried fish dinner until they leave!
Home Studio CONSIDERATIONS: Setting the Stage Your studio and client area should be clean, comfortable and heated/cooled It can actually be a plus that your studio looks like (and is) a home This allows clients to see portraits displayed on the walls as they would appear in their own home Smaller portraits, albums and other products can be displayed on tabletops and shelves
Home Studio CONSIDERATIONS: Setting the Stage $ Making Tip- Do not hang 8x10 s or smaller on the walls. Display your larger (more profitable) portraits so that clients understand that this is what most of your clients purchase I would suggest nothing smaller than a 16x20 (preferably a 20x24) and larger on your walls If portraits are framed, use a wide, substantial looking molding that looks expensive Think of your last visit to a car dealership the most expensive models with all the upgrade options are on display. It doesn t matter that most people possibly can t afford it or even want it It sets the stage with a high price tag and everything else seems like a bargain in comparison!
Home Studio CONSIDERATIONS: Full Attention When you are with your clients you must give them your undivided attention Have young children? You will need someone to watch them so that you are not interrupted Have pets? It s probably best to keep them away from your clients - some people have allergies and not everyone is a pet lover
Home Studio The Drawbacks I would say the main drawback of a home studio is that people will sometimes just drop by unannounced For instance, they may be just passing by or they see you outside in the garden and ask if they can pick up their order Keep in mind, it may be a slight inconvenience when you re interrupted at home, but never let your client know that Always act warm and happy to see them It s a small price to pay to be working your dream job, and your clients are the lifeblood of your business!
Home Studio Home Studio Wrap-Up PROS: Can be profitable with fewer clients or sessions Lower overhead- Save on rent, utilities and taxes No commute time Much lower cost when starting out Tax write offs of space used possible CONS: Zoning may not allow home business Signage may not be possible Must always keep home and yard presentable Some loss of privacy possible
Retail Space This may be your ultimate vision Maybe there s a great location you noticed on Main Street that would make the perfect studio. That may very well be in your future but for now we are going to take small steps! If you are just starting out, it is best to start small (home studio or virtual studio) and build on your successes A retail space may have some advantages over a home studio but, it is much more costly to operate and requires you to bring in more clients and/or have higher average sales There will be rent or mortgage, town and state taxes and fees, utilities and other costs to consider
Retail Space $ Saving Tip Don t pour everything into a retail space just to feed your ego! It is a much bigger step than starting with a home studio, as you may need to sign a lease agreement for at least a year It s your photography that will bring you respect from your clients and that is why they will seek you out, not necessarily your studio space
Retail Space Growing Pains If you are currently working out of a home studio and feel that you are outgrowing it Or, if the volume of activity at your home is disruptive to your neighborhood Please fill out the Retail Space Worksheet This worksheet will help you gauge if the change is financially feasible for you as this time If not, file it away so when the day comes that your business is expanding you can make an informed decision
Retail Space Retail Space Wrap-Up PROS: Separate business and private life May seem more prestigious to certain clients If in a busy area, your signs and displays will bring more attention Walk in clients are possible May be easier to partner with nearby businesses May be easier to have dedicated rooms for the five areas CONS: More expensive to establish Will need to furnish and add sufficient lighting for displays Will have to book more clients or increase sales to offset additional expenses May be locked into a lease May need to have someone always present at the store If displays are visible to the public will have to update more frequently
Virtual Studio These days with the internet, you can display your work on your website as well as on social media This allows you to be in touch and in front of clients even if you don t have a home or retail studio What is a virtual studio? You are based online, and do not have a studio location Instead, you do all of your work on-location This can work well for outdoor or wedding photographers since they will be meeting their clients at an agreed upon location After the session, you can upload the images to a private online gallery where clients can make their selections and even order and pay for their portraits
Virtual Studio $ Making Tip It is your job to guide your client through the decision making process and help them select the proper size portraits for their home, even when selling your portraits online If done online you should offer a video meeting process (using Facetime or Skype) that allows you to see and communicate with your client In-person meetings are always best whether at the client s home or a local coffee shop
Virtual Studio Take Your Show on the Road I notice that many high-end photographers are marketing the fun, convenience and novelty of having a presentation of the images right at the clients home They make it an event where friends and family can also be present When I first started, I actually dragged a large projector and screen to project slides of the images at the clients home! Another bonus is you can bring large sample prints to show your clients how the proper size portrait on their walls will enhance their home decor.
Virtual Studio CONSIDERATIONS: Client Time It will usually take more time if you meet a client at their home than if they are meeting you at your studio space They may want to measure different walls, etc. This does give you the advantage of finding a size that suits the area instead of them just purchasing a certain size based more on price It may also take longer due to interruptions from their children or visitors
Virtual Studio CONSIDERATIONS: Delivery Service With a virtual office, you will need to deliver the finished portraits to the client s home Another nice touch you can provide is offering to hang the portraits for them Of course, you will just want to take all precautions so that you do not cause any damage in their home.
Virtual Studio Virtual Studio Wrap-Up PROS: No rent or related expenses No upkeep of premises Can position in-home viewing as superior customer service Illustrate the correct size for walls = higher sales Minimal start up costs Can still write off home office used for production CONS: Have to pack and transport samples, computer, etc. Cannot control the environment (ex. interruptions) Packing, unpacking, travel time Need to allow more time for presentation Samples will get damaged and need to be replaced periodically
Your Homework! Select the studio option that you will begin your new business with. Remember to consider what is most cost effective Think of this as a short-term solution what is the easiest way for you to get started? In the next lesson you will choose your specialty. It will then be easier to see what studio type will best fit with your specialty