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Creating Your Ideal Photography Business

with Kathy Holcombe

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  •   01 Class Introduction

  •   35 Sales Strategy for Portrait Sales


Class duration: 8h 45m

See all 48 lessons
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    31 student reviews

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About The Class

Price Your Photography for a Sustainable Lifestyle

Join Kathy Holcombe as she shares techniques and strategies to develop the photography business you desire. Whether you’re making the leap from part-time to full-time or starting your very first business, the amount of work can be overwhelming. From what products to offer, how much to charge, how to pay yourself or the legal considerations - startups often sink before clients are even booked. Kathy will show you the ways to grow your business from the start. 

This class will cover: 

  • Defining what product you are selling and how much you should charge to make a living 
  • Photography business basics and how to track your income compared to other businesses 
  • How to write and create your business plan 
Kathy Holcombe and her husband Peter built one of the top wedding portrait studios in Colorado, then jumped in an RV with the entire family and began traveling the country full-time, and added a successful commercial division. Together they have built multiple successful businesses and have honed in on the important factors that every photographer should consider when building a business. 

Topics Covered

Lesson Plan

  1. 01

    Class Introduction

  2. 02

    How To Price Your Products

  3. 03

    Which Products Will You Offer

  4. 04

    Methods For Pricing

  5. 05

    Mark Up Factors On Products

  6. 06

    What Is Your Per Hour Figure

  7. 07

    What Is The Feasibility Of A Product

  8. 08

    Target Sales Average

  9. 09

    Session Fees Pricing Strategy

  10. 10

    Minimum Purchase And Incentives Pricing Strategy

  11. 11

    Bundling Pricing Strategy

  12. 12

    Pre-Design Pricing Strategy

  13. 13

    Album Pricing Strategies

  14. 14

    Example Pricing List

  15. 15

    Business Basics Overview

  16. 16

    Tracking Product Lines In Your Business

  17. 17

    Track Your Session Counts

  18. 18

    Know Your Sales Average

  19. 19

    Importance Of Data Analysis

  20. 20

    Overview Of Costs

  21. 21

    Professional Photographers Of America Benchmark Survey

  22. 22

    Creating A Vision For Your Business

  23. 23

    What Do You Want To Accomplish

  24. 24

    Take A Leap Of Faith

  25. 25

    Refine Your Vision

  26. 26

    Products That Sell

  27. 27

    Identify Pricing Strategies

  28. 28

    Portrait Pricing Strategy Example

  29. 29

    Album Pricing Strategy Example

  30. 30

    Online Pricing Strategy Example

  31. 31

    Fine Art Prints Pricing Strategy Example

  32. 32

    Packages Pricing Strategy Example

  33. 33

    Sales Strategies Overview

  34. 34

    Portrait Sales Session Overview

  35. 35

    Sales Strategy for Portrait Sales

  36. 36

    How to Present Images to Client

  37. 37

    Sales Strategy for Wedding Sales

  38. 38

    Album Pre-Design

  39. 39

    Marketing: Define Yourself

  40. 40

    Who is Your Ideal Client?

  41. 41

    Who is Your Ideal Partner?

  42. 42

    How to Start a Partner Business Relationship

  43. 43

    Marketing Strategies that Work

  44. 44

    Product Lines: Business Plan Part One

  45. 45

    Workload: Business Plan Part Two

  46. 46

    Sessions: Business Plan Part Three

  47. 47

    Expenses: Business Plan Part Four

  48. 48

    Clients: Business Plan Part Five


Meet Your Expert

Kathy Holcombe

Peter and Kathy Holcombe once owned a traditional mom and pop studio based in Boulder, CO that catered to a high end wedding and portrait clientele. Three years ago, they sold their home studio and moved both their family and business into a Winnebago RV and hit the road, taking their twelve year old daughter along on the adventure of a lifetime. ... read more

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Bonus Material

Access your course materials here!

Get access to exclusive bonus content when you purchase this class.

  • pdf Business Plan Worksheet
  • pdf Expense Worksheet
  • pdf Sales Averages by Product Line Worksheet
  • pdf Sales Projections by Product Line Worksheet
  • pdf Session Count Worksheet
  • pdf Art of the Sale Book
  • pdf Creating a Vision Workbook

100% of students recommend this class.
See what some of them have to say.

  • Lindsay

    October 2016

    I started my business a year ago with little formal technical photography education. It's hard to admit but I've been winging it, figuring out each small task that goes with photographing a session, editing one, and working with clients as I go. I may be doing things backwards, but now that I feel like I'm more comfortable in those small, specific parts of business, I need to figure out how to make this business sustainable and profitable. Kathy's class felt perfect for this time in my business to take a step back and look at the bigger picture of what I want to focus on and where I want to go (and how much I want to pay myself!). She uses realistic, specific numbers: something that's SO helpful and I feel like I rarely see in the photography community. And she breaks everything down in an organized and easy to understand way. The classes were easy to follow along with and Kathy's positivity and patient manner is inspiring and motivating. The fact that she used to be a school teacher is clear. Thank you so much Kathy (and the rest of the Holcombes)!

  • Jenny Farrell

    October 2016

    I am so glad I was able to attend this course in person and receive all the wonderful and practical information Kathy shared with us. I also really enjoyed the connections with other audience members and side conversations with Creative Live peeps as well as the Holcombe family. What an inspiration this family is--lots of practical info, but also a great pep talk to not sell yourself short and get out there and do what you love, but use sound business practice while doing it. Thanks so much for these incredible two days.

  • Vanessa

    October 2016

    Fantastic course! Very helpful instruction and how-to guide for anyone considering starting up a photography business. Kathy was an excellent instructor, with a wealth of knowledge and experience. I gained a good understanding of the practical everyday aspects of running this kind of business, and how to create my own vision.

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