Most new parents feel a strong desire to document and preserve every precious moment, ensuring they always remember the earliest days of their little one’s life. Newborn photographers can clearly play a significant role here, providing families with a more professional way to immortalize this critical stage in the family’s life.
Whether you are an amateur photographer who is interested in providing newborn sessions, or you’re simply looking for a way to turn your passion into a money-maker, starting a newborn photography business can be a rewarding path. Needless to say, there are countless considerations you’ll need to make for your company to prove successful. In this post, we’ll provide a comprehensive guide.
Getting Started with Your Family Photography Business
Before you start scouting prospective clients, here are a few steps to establish a firm foundation for your new business.
Conduct Market Research
First and foremost, it’s important to conduct some market research, getting to know the competitive landscape into which you’re entering. Take some time to identify the areas for opportunity, as well as the big challenges you’ll face.
Some of the questions that might guide your market research include:
- How many family photography businesses are in the area? And how many focus on newborn portrait services?
- Who is your target audience? What are the core demographics of your potential clients?
- How big of a geographic area do you need to target? Should you focus on newborn photos in a particular neighborhood? The whole city? Or an even broader region?
Much of this information can be gleaned with a simple Google search, though it may also be helpful to put together buyer personas, which are detailed profiles of the kinds of clients you’re trying to reach. You can check out this guide on how to create a detailed buyer persona.
Plan Your Business
Next, give some thought to your basic business model. There are a few things that any baby photographer should think about while pursuing a new business. Note that organizations like the Small Business Administration offer valuable resources.
- First, think about some basic goals for your business. These goals may touch on things like the number of clients you’d like to bring on or the amount of revenue you’d like to generate within a specific time. Also take into mind things like the number of hours you’d like to work each week.
- Create a business plan. Your business plan should articulate the basic list of services you’ll offer; for instance, beyond fussy babies, will you also photograph toddlers and teens? Core sections of a business plan should include not only the list of services you’ll offer, but your methods and channels for marketing those services. In other words, explain everything you’ll be doing to acquire customers. Finally, a business plan should include a financial forecast.
- Remember that a business plan is not meant to be a “set it and forget it” kind of thing. Revisit it once you get your newborn photography efforts up and running, and make adjustments as needed.
Legal and Financial Considerations for Your Baby Photography Business
Chances are, you’re not in the business of newborn photo shoots because you love thinking about business insurance, legal formation, and other technicalities. Nevertheless, legal considerations are important for ensuring your company is set up for success. Here are a few specific factors to keep top-of-mind.
Choose the Right Legal Structure
First, consider the legal structure you will choose for your business.
When you first start taking newborn baby shots and generating some revenue, the government will automatically classify you as a Sole Proprietor.
In this legal arrangement, there is no formal distinction between the business and yourself. As such, there is no way to separate your business assets from your personal assets, nor business liabilities from personal liabilities.
The long and short of it: Your personal wealth is very much on the table to potential litigators or creditors. And while the photography industry is not especially litigious, this is still a concern to keep on your radar.
Another option is to start a Partnership, allowing you to split revenues (and to share liabilities) with one or more colleagues. Note that this can defray some of your legal risk, but not completely eliminate it.
The industry standard within the newborn portraiture space is to register as a Limited Liability Company, or an LLC. Some quick benefits to the LLC:
- Registering an LLC allows you to establish the business as its own legal entity, and thus to keep your personal assets and liabilities separate from your business ones.
- An LLC allows you to shield your personal nest egg, keeping it off the table to potential litigation.
- LLCs allow for tax flexibility. You can declare profits and losses on a pass-through basis, which is probably going to be the best bet, but corporate taxation is also an option.
- Registering as an LLC can also provide some credibility, positioning your business as something serious and professional (not merely a hobby or creative outlet). This helps earn the trust of potential clients.
Compared with other legal structures, including Corporations, LLCs make for fairly minimal regulatory burdens. You’ll need to file a very bare-bones report to the state each year, basically just affirming that you’re still in business, but that’s more or less it.
Other Legal Considerations
Some additional legal dimensions for newborn photographers to consider include:
- You’ll need to register the name of your business. If you’re choosing the LLC format, that means filing Articles of Organization with your state. Note: You’ll be required to choose a name that isn’t already in use by another LLC in the state. Most states provide a searchable database, making it easy to confirm that the name you desire is still up for grabs.
- You’ll also need to fulfill other registration guidelines from your state. These can vary, and requirements to form an LLC in Texas will inevitably differ from those in New York or Wyoming. In general, you should expect to file a small registration fee.
- While it may not be legally mandatory, it’s usually wise to create an Operating Agreement. This is a blueprint for how your company is structured, e.g., how you allocate profits and share duties with any partners you bring in. This document can help you mitigate legal disputes down the road.
Be aware that if you choose the LLC format, you will be legally required to choose a Registered Agent. This can be either an individual or an organization tasked with receiving legal correspondence, including subpoenas and tax documents, on behalf of your business. Some states will allow you to serve as your own Agent, but it’s very affordable to outsource to a third-party service (typically less than $100 annually).
Financial Considerations
Assuming you make a fairly average salary as a photographer, you may eventually need to enlist employees and/or open some investment accounts. Here are two quick ways to prepare for these eventualities:
First, claim an Employer Identification Number. An EIN is sort of like a Social Security Number, only it’s for your business. You can claim one for free from the IRS. You will need it in order to administer payroll and file your taxes.
Also, set up a business bank account. To protect your personal wealth, make sure your business bank account is separate from any personal checking or savings accounts. This is especially important if you establish your business as an LLC, and wish to keep personal assets and liabilities distinct from business ones.
Additional Guidelines for Your Baby Photography Business
Before you start taking those beautiful pictures, there are a few further steps to take. From buying the right equipment to marketing your business effectively, here are some essential steps for a newborn studio.
Create Pricing Packages
Before opening your newborn studio for session work, you’ll need to think about how you’ll price things. For many photographers, the thought of assigning a specific monetary rate can be daunting. Do a little online research to see what newborn photography sessions cost with your competitors. You don’t want to sell yourself short, but neither do you want to price yourself out of good, consistent work.
Some standard pricing models might look something like this:
Basic Package
Two to four hours of photography services, digital copies of hi-res images, cost starting at $500.
Standard Package
Six to eight hours of photography services, a second photographer for wider coverage, cost starting at $1,000.
Premium Package
A full day of coverage, digital and high-quality printed images, customized editing and retouching, cost starting at $2,000.
Craft Contract Templates
In advance of any newborn photo session, you’ll need current clients to sign off on a contract. To expedite your contracts, create templates in advance. Four specific types of contracts you might need include:
- A minor release contract, authorizing you to use images of your clients in your marketing materials. (highlighting a portfolio of your work is one of the best marketing tactics for photographers.)
- A final sales agreement, outlining the total costs that your clients will incur.
- An album artwork/design agreement, specifying the pricing for any such work that you do on a client’s behalf.
A delivery agreement, specifying the timeline by which digital and/or physical images will be delivered to the client can also come in handy.
Set Up a Studio Space
Newborn photographers sometimes work in people’s homes, but it’s also wise to have your own studio space. This might involve leasing a space, but it’s more common to set up a section of your home to function as the studio.
Of course, this will entail an investment in some equipment, including studio lights, a space heater, mirrorless cameras, and more. Also make sure you have some furniture for parents or siblings who need to sit and wait while your session unfolds.
Invest in Other Key Props and Tools
There are several other items you’ll want to have on hand for your baby photography business. These needs will vary from one photographer to the next, but here’s a basic list and what to do with them:
- Ensure the ability to edit photos as needed, with a software suite such as Adobe Photoshop.
- Invest in props to keep babies comfortable and happy during your newborn shoots; think beanbags, wraps, blankets, headbands, and hats, plus any other newborn prop you can think of to assist you in getting the best baby poses.
A white noise machine can be helpful for keeping babies asleep, while curtains are a must if you have natural light coming into your studio space.
Set Up a Mentoring Session
While running your own photography business can be incredibly rewarding, it is not without its difficulties. You’ll be tasked with wearing many hats, and learning a lot of technical skills and business competencies on the go.
To help you adapt to the rigors of business ownership, having at least one professional mentor can go a long way. Do an online search for an event photographer near me who might be willing to chat with you, over coffee or over Zoom. If you can’t find locals, cast a wider net.
Be Intentional in Marketing
Finally, remember that your newborn shoots won’t sell themselves! For your business to succeed, you’ll need to market your business effectively. Some general guidelines for your marketing efforts include:
Seek Word-of-Mouth Referrals
Remember that word-of-mouth referrals are always going to be your most effective assets. Ask your current clients to provide Google reviews, to tag you on social media, and to tell their friends about you!
Invest in Your Website
A good website is key. Make sure yours loads quickly, has intuitive navigation, and includes your contact information prominently. Showcasing an online portfolio is also important for newborn photographers.
Cultivate Citations
Seeking listings in local business directories, or in industry-specific directories, can also be a great way to build your brand. Also, take the time to set up a Google Business Profile, a simple step that can make a huge impact on your online visibility.
Embrace Other Forms of Digital Marketing
Some other potentially cost-effective marketing tactics include local SEO, an email newsletter, a blog, and a consistent presence on social media. Paid ads can be effective, but budgeting and bidding require some trial and error. This may be a more advanced set of marketing strategies.
Establish the Success of Your Newborn Photo Business
Having your own photography business can be incredibly rewarding… financially, creatively, and relationally. But before you start booking sessions, it’s important to make sure your business is set up for success. From legal considerations to marketing strategies, make sure you do everything you need to do in order to establish your business longevity.
