I decided to do a little business math. In the end I determined that in a lowest cost scenario I need to make $84.04 per photo session just to break even.
h2. fine-art.
When it comes to the prints that I sell, I’ve already determined what my costs are so I know how much I can sell an print for without losing money. And I agreed with myself long ago that, at least for the time being, I would not attempt to include the costs of travel, or other expenses in my costs calculation for fine-art prints. I told myself that if I ever landed a paid assignment, then, surely, I would bill for time and expenses, however, trying to include the expenses for the travels and assignments I take on for myself in the costs of the prints would make them quite unaffordable. The little (and I do mean little) bit of “profit” that I do make from print sales and subscriptions will hopefully grow into much more “profit” (either from more sales or more expensive prints) so that I can cover the expenses need to produce the images I sell. Then, in a perfect world, maybe I’d make some real profit… perhaps even enough to keep a roof over my head and food on my plate.
h2. portrait work.
However, when it comes to non-project, non-assignment studio work, I’ve never really considered my costs… until today. There isn’t much of a market for selling portraits to anyone other than the subject and the friends and family of the subject. So, in other words, unless I’m doing project work that I can sell as fine art, the only money I’ll collect from a typical photo session is the money I collect from the subject. Therefore, every time I do a session (for free or otherwise) if I don’t recoup a certain percentage of my costs, I’m losing money.
h2. costs.
So, just how much are my costs?
The first time I did calculations, I included a modest salary, travel expenses for special projects, costs of my home studio, office expenses, advertising, the whole works. Then I determined how many sessions I could possibly hold in a year in order to find how much I needed to make per session. Let’s just say that I didn’t make enough all last year to cover a single session.
So, I did the calculations a bit differently. I figured in enough to replace my camera every 2 years, and my lenses and studio lights every 5 years. Then I factored in a fraction of my webhosting costs, a fraction of my communications bill, a tiny bit for office supplies, a small amount for short-lived photography supplies (gels, seamless paper, makeup, batteries, etc), gas and maintenance on a vehicle to drive to Dallas twice a month, and the costs required to have a space to photograph in (12% of my mortgage and utilities). I neglected paying myself any kind of salary or making any form of profit whatsoever. Then I gave myself a few weekends off each year and then counted on booking sessions for two days out of each remaining week (which will NEVER happen).
Given all of that (i.e. cheapest possible expenses, most possible work) my cost per day of shooting in my studio is *$84.04*. This means, essentially, that I have to pay $84.04 for every day that someone walks into my studio for a photo session. Period.
If I don’t charge at least $84.04 in sitting fees or make $84.04 in profit on portrait sales then *I’ve paid* to have my subject in my studio. When I’m working on special projects, art that matters to me, or images that will sell as fine-art, then it’s worth $84.04. However, when I’m only making images for the subject that have no value with anyone other than the subject, then my $84.04 doesn’t buy me anything but practice and I can get lots of practice doing work that benefits me in other ways too.
h2. print sales.
I know what you’re thinking, “What about print sales, doesn’t that cover it?” Well, since my print prices are so cheap, the most I’ve ever sold in prints from a single session was right at $150. Now, that’s not $150 in profit, that’s $150 total. My costs to produce those items well exceed 50% meaning that those sales earned me far less than $84.04. And, that’s only a best case scenario. Most of my sessions produce a lot less than that in print sales.
h2. time.
Further more, I have to consider what my time is worth. Even if all of my costs *were* met, it’s quite easy to go broke and starve to death when you work for free. For special projects, interesting concepts, and other work that I enjoy doing, the pleasure of the work is often enough reward for my time. However less interesting work isn’t at all personally beneficial. And don’t forget that every hour I spend in a photo session generally takes two hours of post production.
h2. consider ME.
So let’s say you come to my studio as a friend for a one hour non-project photo session. At that very moment I’ve just spent $84.04 in COSTs as well as 3 hours of my time on you with no benefit to me at all. When was the last time you spent $84.04 plus 3 hours of your time on me?
Consider that as you’re leaving when the session is over. Think about it again when you inquire on the status of your images being edited. Consider it again when I show you your images and offer to make prints of any that you like. Think about it again when I post an image of you on my site and direct viewers towards my “donations page”:http://revjim.net/donations/ and my “Five A Week”:http://revjim.net/five-a-week/ subscription. Consider linking to my post when I put up an image of you on my site. Consider that when you ask me to photograph something special for you. Think of me when your friends mention how much they like the photographs you’re showing them. Drop my name the next time you talk to that good looking girl you have lunch with once a week. Consider linking to me when you book your session, again after you finish your session, and again when I finish editing the images. Consider me again when you are wondering what to buy someone for their birthday or Christmas this year. Consider buying a print instead when you email my images to your friends and family. Even in this digital age, mothers need things to put on their walls. Consider making a small donation when you post my images on your own website. Consider what I put into each and every session before you book a free session with me and again when you recruit your friends and family to book paying sessions with me.
Consider ME as much as I consider YOU.
Also consider the market. If you want to make the kind of money I think you’re wanting, you need to differentiate yourself from the companies that will get us a sitting, 4 poses, a CD of medium rez photos, and 11 sheets of prints for $98.50.
That’s easy enough, because you do private sittings, and can do more than just a portrait, but then you also need to advertise to the clientele who will pay what you want.
You’re telling friends and acquaintances to pay you more. You’re tapping a limited resource here. Also, your audience of this post is greater than I think you intend. This post looks like it’s really directed towards a handful of people who exploit your services, thinking they’re entitled to special treatment, rather than you being the one who decides who’s special to you or not.
Anyway, just my 290856124395290856 cents worth, and of course, I say “you should” as a relative statement of opinion rather than a commandment.
I donno. Yes, you have a point your time costs money. I just get the feeling that you are putting too much importance and energry on the money aspect of photography. I support all the things you do and want to do and the fact you’d like it to one day pay for the roof over your head and food on your plate but I think that will come easier and faster if you calm down about the money and just concentrate on the photography and sharign it with as many people as you can. And by sharing I mean getting people to see your work and offering prints for $, instead of a more blatent selling technique.
Just my 2 cents, you can take it or leave it.