How to Launch a Photography Business

Lesson 8 of 87

Your 12 Week Roadmap


How to Launch a Photography Business

Lesson 8 of 87

Your 12 Week Roadmap


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.


  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.