How to Launch a Photography Business



Lesson Info

Your 12 Week Roadmap

So, your 12 week roadmap. (laughs) You either respect your time or be prepared to take 1,000 plus screenshots for the next three days. There's a lot of screenshots that they need. So, what I wanna do is cover the roadmap. Don't let this workbook freak you out. I know it's a little bit freaky. But, check this out. I'm just gonna scroll down to the right and what you see here is a full roadmap for all 12 of your next weeks, okay. So, don't freak out with it. What you're gonna do is you're gonna follow it week by week. So, if we go, look right at this first column, we're gonna see that we have a few choices to make. Areas of focus. We wanna do some mind mapping. We're gonna teach you guys about that in our next segment. We wanna do some analysis, competitor research. For artistic development, I've given you guys some kind of roadmaps here for what you can do, but you can pick your own, but have something each week for artistic development. Product development, we're not yet there. We need...

to figure out some things first. So, you just scroll down and you look at kind of all the different things that are needed and here's how the workbook works. So, look how it says, "use 04 FORECAST "for revenue forecasting." Right here. So, you simply go to 04 FORECAST. There are 15 workbooks in this document that will guide you through everything from what to purchase with all the different brands. This is your basic foundation kit with different brand representations of each one. Pick your poison. Lighting and creative kits and then full on wedding ready kit. We have your IT Guide, Software Guide, Legal Guide. Every piece of this is mapped out for you. Your competitor analysis that we're gonna piece together followed by a SWOT analysis, strengths, weaknesses, opportunities, threats. Forecasting, we're gonna build client personas. So, that you guys can actually know who it is that you're marketing to. So, we have a template built in for you. A pricing template for cost method pricing. We're gonna show you cost and demand based pricing which is gonna be where we wanna put your guys. Finding mentors, vendors to work with for grassroots marketing, templates for, this is a email for a link request which we're gonna talk about when we get to SEO and content building. Also, we started on Craigslist. It's still completely viable. We did this eight years ago, nine years ago, finding 500 dollar brides and that's how we built the entire business. So, we're gonna show you that. If Craigslist doesn't work, you can find any other local classified to post in. The content pages that you need to build on your site. We have guest publishing for, again, SEO. All of these things are built out, all the way up to tab 14. There we go. Okay. But, let's focus on the roadmap for just right now. So, you'll see that month one is really heavy on planning and strategy. What I want is, this roadmap is designed to be used in conjunction with the class, okay. So, as you're watching the class, it's gonna define out section by section. So, the first thing we'll be covering is strategy and planning. So, all those things are covered. Then, you simply look at the roadmap and see, "okay, week by week, this is my plan. "This is what I'm gonna do." Then, we'll go into the next topic, product development. And the next topic, marketing, pricing, everything, sales. So, at the beginning, it's really figuring out our focus. Once we get towards month five, we're really kind of finalizing the product. So, if you look at product development, it becomes pretty heavy. We're developing what we actually wanna sell. Then, when we get down here to the bottom right, this is where sales comes in place because you really have nothing to sell until you've gotten out and started marketing. So, we're gonna cover sales strategies and psychology and how to actually make the sale. This is the 12 week roadmap and you guys can take this and adapt it to literally anything. Switching it out to any client serving business is as simple, so if you're client serving maternity, newborn, family, all of that, that's as simple as changing a couple of keywords in your copy. Okay. But, if you are doing commercial or something else, you can adapt it and kind of do a little bit of research on your own, but use the same formulas, the same plan to kind of create your own 12 week roadmap.

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.


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