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Beyond The Image Overview

Beyond the Image is a progression of classes that will give you all of the information that you need to build a successful and profitable photography business. There are three levels of instruction that will help both new and seasoned business owners.

  • Level 1 Developing Your Products is geared toward the new business owner and will cover the basics of running your own business. This course includes what you need to know to set up your business, how to track your income and expenses and how that information can help you run your business profitably. You will also learn which products to offer and what to charge for them as well as how to present and sell them to your clients. At the end of Level 1, you will feel confident in the foundation for your business.
  • Level 2 Developing Your Client Base is geared toward the intermediate business owner who is wondering how much you should be earning from each client and how to position your business in your marketplace. We will begin with a brief review of your products and pricing and then will focus on identifying your target client and developing a marketing and promotional plan that is focused on your target client.
  • Level 3 Planning for the Future is the final step in applying all the information learned in Levels 1 and 2. We will review pricing and marketing and then dive into planning for your business and setting goals for this year and into the future. At the end of Level 3, you will have sales projections and a marketing and promotional plan to help you reach the short and long term goals you have set for your business.

Each level of Beyond the Image is an intensive 10 hour event that happens before After Dark and allows you to focus on your business first and then on your photography during After Dark. Please register in advance and select the level of instruction that best fits your needs. Your $99 materials fee will give you a variety or resources, templates and business tools to help you transform your business. Space is limited to 25 participants per level.

Level 1: Beyond the Image – Developing Your Products

  1. Business Basics
    Learn what steps you need to take to set up your business with both the state and the IRS as well as sales tax, insurance, and limiting your liability. Calculate your hourly rate to see how much money you need to bring into your business for each hour that you work so that you can earn a respectable living as a photographer.
  2. The Numbers
    In this pod, we will look at which numbers you need to keep track of in your business and how they can help you make critical decisions (ex. can you afford to hire an employee or move into a commercial space?) We will also look at the standards for the photography industry to learn how much you should spend and how much you can expect to earn as a professional photographer.
  3. Pricing your Products Part 1
    There are thousands of products out there that you can offer to your clients, but which ones should you choose? Define your product offerings and determine your pricing for each product.
  4. Pricing your Products Part 2
    Learn the strategies for reaching your target sale and leave your client feeling like they received a great value for their investment. This pod will focus on how to present your products and prices to your clients in an appealing way.
  5. Selling Your Products
    You will learn what to do and say with your clients to guide them into purchasing what you want them to buy and feel great about it. This pod will help you develop a sales strategy for your entire client experience from the first phone call to delivering their order and beyond, creating value at each stage. We will also address when online sales are appropriate and how to structure them so that you retain control of the sale.

Level 2: Beyond the Image – Developing Your Client Base

Completion of Beyond the Image, Level One is required before you can register for Level Two.

  1. Reviewing Your Products
    Once you have established your products and prices, the next step is to decide on the identity of your business. How will you present your business to your potential customers? What is your specialty/niche? Why should people invest in your photography? How do your products and prices compliment the image you are creating?
  2. Identifying Your Target Client
    The next step is to figure out what type of person is interested in your work. We will learn about different types of clients and the type of message is appealing to them, and what will inspire them to hire you for their photography needs.
  3. Marketing Strategies
    The bulk of Level Two will focus on learning a variety of marketing strategies and why they work, so that you can make an informed decision on which type of strategies will work best for you and your target clients and that you can make sound investments with your marketing dollars.
  4. Develop Your Marketing Plan
    The final stage of Level Two will be to develop your marketing budget and plan for the the year so that you are able to book as many sessions as you want with the type of client that you want while staying within your budget parameters.

Level 3: Beyond the Image – Planning for the Future

Completion of Beyond the Image, Levels One and Two is required before you can register for Level Three.

  1. Reviewing Your Products and Bran
    Once you have established your products and prices and have developed your brand, it is important to review periodically to make sure there are no inconsistencies in the presentation of your business. We will begin Level 3 with a review of your business to correct any contradictions in your brand.
  2. Dreaming Big
    The most important factor in developing a successful business is knowing exactly what you want. The first part of Level 3 is to take you outside of your business box and dream about the possibilities so that you have a vision of what your dream business can be.
  3. Developing Sales Projections
    How much money does your business need to generate and how are you going to make it happen. You will create a target sales strategy for your business that specifies how many sessions you need to shoot, how much you need to earn from each session and how much time you have to dedicate to each session.
  4. Developing an Expense Budget
    Once you have set your sales target, you can set a budget for the year to determine how much you can spend on employees, rent, equipment, etc.
  5. Long Term Planning
    The final stage of Level Three is to develop a long term plan for your business. Where are you headed and how long will it take you to get there? How will your Sales and Expense Projections change over time? How will these changes impact your products and pricing? How will they impact your marketing plan and budget? And ultimately, how will these changes in your business improve your life?


What it Beyond the Image?
It is a hands on, intensive photography business workshop that will teach you everything you need to know to make money as a professional photographer.  You will be working on your product offering, your price list, your marketing campaign and your business plan.  You will learn about a variety of business strategies and then will be given the opportunity to work on your business with experienced mentors who can help you decide which strategies will work best for your business and how to implement them effectively.

When is Beyond the Image?
Beyond the Image is from noon-8 PM on Sunday, February 26 and from 9:30-3 on Monday, February 27.  The majority of Beyond the Image occurs before AD begins, but the last 1.5 hours overlaps with the first AD pod.

Why is Beyond the Image offered before After Dark?
Because you asked for it.  So many people have told us they would love to learn more about the business of photography, but were torn between a business and photography pod.  We want to make it easy for you to do both so that you are a well rounded photographer.

Why is there an additional charge for Beyond the Image?
This is a materials fee for which you will receive worksheets to help you with your business, sample materials, templates and more.

Am I ready for Beyond the Image?
If you are not as profitable as you want to be in your photography business, Beyond the Image is for you.  If you are brand new to the industry, this is a great opportunity to get started the right way.  If you have been in business for a while and are struggling to get a grip on your business, this will help you structure your business in a way that makes it work for you and your life and provide the income that you need.  If your business is on track and meeting your financial and professional goals you probably know all of the information covered in Beyond the Image and should focus your attention on another area of AD.

What will I need to prepare for Beyond the Image?
You will need to gather information about your business before you come so that you have all of the information at your fingertips and maximize your time in Beyond the Image working with your numbers, products and marketing materials.  The time you spend preparing for BTI will help maximize your experience in Dallas and allow you to walk away with a finished product instead of taking a bunch of information home to try to figure out on your own.  When you register for BTI, you will receive a series of worksheets to complete before you arrive as well as a questionnaire about your business that will need to be returned to us by February 15, so that we can custom tailor our instruction to best meet your needs.