How to Launch a Photography Business

Lesson 15 of 87

Strategy & Long Term Goals


How to Launch a Photography Business

Lesson 15 of 87

Strategy & Long Term Goals


Lesson Info

Strategy & Long Term Goals

So now, this is time we've kind of identified, we can look through to see this goal of where we want to go. We've defined our focus, we've analyzed the competition, we know our advantages, we know our weaknesses. OK. Now, I wanna say this. Your ideal work/life should also dictate your strategy and goals. You know the competitive landscape. Now it's time to decide on what you want and where you want to be three years from now. Today. Five years from now, today. The reason that's important is this: Do you guys know Fstoppers? Everybody should know Fstoppers. Lee and Patrick are two of my good friends. Lee came and toured our building and the first thing that Lee said to me was, "This is amazing, dude. You guys have done-- "I would blow my brains out, though. "This is not what I would want." And I go, "Of course." Do you know why? Because at this point in the business that we've created, we can't walk away for six months and go take a sabbatical. We've got 55 employees that rely on everyt...

hing that we do. So we need to keep the wheels turning for everybody's sake. Now we still take our vacations and we still enjoy our time, but that lifestyle that I have and that I like doesn't fit into his lifestyle and what he wants. He wants freedom, he wants to make good money but be able to just leave the studio at 12PM to go kitesurfing. And that's fantastic. But this is where we get it wrong, when we look at something and we say we envy it, we want it, without thinking to ourselves, what is it gonna be like when I'm actually in those shoes? And you end up creating a business that runs yourself into the ground. So, the first step is to define what it is that you actually want. Going back to that part-time, full-time thing, this is where I'm gonna talk about it. If you love your job and you wanna make good money, there is absolutely no reason to quit and go at this full-time until you decide, down the road, you can make great money doing both things. Is that kinda making sense? If your vision is, I wanna do this with my husband or my wife, then your strategy and your plans should not encompass buying a building, where at one point I'm gonna be this, I'm gonna do this. It should be, our goal is to own a boutique family studio, let's do what we need to do to get there. OK? So this is where I'm gonna have you guys break out your Mind Maps again, I want you guys to actually Mind Map your ideal work life, with your center idea being my ideal work life. Draw it out. Here was a few of ours. Our early goals for Lin and Jirsa Photography, we wanted to be the best wedding studio in southern California. We wanted to deliver consistently amazing work. We wanted good income with free time for other projects, that's actually in a email from 10 years ago. This area would be great because we can make a good living and still have time for other projects. We wanted to be out of the nitty-gritty, once again, in an email from 10 years ago. To not get focused in on just post-production, just one area of the business, we want to get other people in, which means that we have to be willing to give away some of the revenue that's coming in so that we can buy back our time.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


  1. Class Introduction
  2. Common Myths & Unknown Truths
  3. The Road Ahead
  4. Find Your Passion
  5. The Lin & Jirsa Journey
  6. Part-time, Full-time, Employed, Partners?
  7. Stop Wasting Time & Money
  8. Your 12 Week Roadmap
  9. Great Plans Still Fail
  10. Strategy Vs. Planning
  11. Mind Mapping
  12. Select a Focus
  13. Competitor Research
  14. S.W.O.T. Analysis
  15. Strategy & Long Term Goals
  16. Values, Vision & Mission
  17. Effectively Managing Your Time
  18. Artistic Development
  19. Create Your Plan
  20. What's Your Product
  21. Luxury vs Consumer Products & Experiences
  22. Quick Break for Econ 101
  23. Your Target Market & Brand Message
  24. What's in a Name
  25. Your Client 'Why'
  26. Crafting the Why Experience
  27. Document the Client Experience
  28. Business Administration Basics
  29. Book Keeping Management
  30. Create the Logo & Branding
  31. Portfolio Design
  32. Design Your Services & Packages
  33. Pricing Fears & Myths
  34. Three Pricing Methods
  35. Package Pricing Psychology & Design
  36. Psychology of Numbers
  37. Pricing Q&A
  38. Grass Roots Marketing
  39. The Empty Party
  40. Friends & Family Test Shoots
  41. Join Groups
  42. Second Shooting Etiquette
  43. The Listing & Classified Hustle
  44. Make Instagram Simple
  45. Your Automated Pinterest Plan
  46. Facebook Because You Must
  47. Giveaway & Styled Shoots
  48. Content Marketing & SEO
  49. The Monster: SEO
  50. Selecting Your Keywords
  51. Testing Your Keywords
  52. Grouping Main & Niche Goals
  53. Your Content Road Map
  54. Content Marketing Q&A
  55. Inspiration to Keep Working
  56. How to Craft Your Content
  57. Internal Linking Basics
  58. Back Link Building Basics
  59. Link Value Factos
  60. Measuring Link Value
  61. Link Building Strategy & Plan
  62. Link Building Plan: Vendors & Guest Writing
  63. Link Building Plan: Features, Directories, Comments
  64. Link Building: Shortcuts & One Simple Tool
  65. What is Sales? Show Me!
  66. Your First Massive Failure
  67. The Sales Process
  68. Your Second Massive Failure
  69. Understand Buyer Psychology
  70. Step 0: Building Rapport & Trust
  71. Step 1: Identify Need or Want
  72. Cognitive Dissonance
  73. Steps 2 & 3: Value Proposition & The Solution
  74. Step 4 : Close, Make the Ask
  75. Step 5: Follow Up & Resolve Concerns
  76. Family Photography Hot Seat
  77. Business Example Hot Seat
  78. Boudoir Photography Hot Seat
  79. The Best Sales Person
  80. Your Mindset, Vibrations & Frequency
  81. Always Positive, Always Affirming
  82. The Second Money & Dual Process
  83. Chumming the Price Waters
  84. Creating Want or Scarcity
  85. Timeless Advice on Being Likable
  86. Selling Over The Phone
  87. Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.