How to start a photography business

Is starting a photography business a good idea? Can I make money doing it? Is the market too crowded?

These are questions every successful photographer has asked. The idea of leaving a 9-to-5 job, being your own boss, and channeling your creativity is undeniably appealing. Photography offers endless opportunities — there’s always a demand for beautiful images — but it’s also a competitive field. In a world where anyone can pick up a camera, building a successful business requires more than talent; it requires solid business practices.

Most photographers start by creating an Instagram page and diving in, but this approach rarely leads to a sustainable or legally sound business. If you’re serious about succeeding, it’s helpful to learn from those who’ve already mastered the craft. For instance, you can hire an expert NYC photographer to see firsthand how professionals operate and gain valuable insights into building a strong business foundation.

Here are the steps you need to take.

1. Find your niche

Instead of trying to be a jack-of-all-trades, focus on a specific photography niche to stand out and attract the right clients. Consider specializing in:

1. Intimate elopements instead of large weddings.
2. Documentary-style newborn photography over posed setups.
3. Studio portraits instead of outdoor sessions.

A clear niche sets you apart. You can always expand your services as you gain experience. For example, a New York City photographer might specialize in outdoor sessions at iconic spots like Central Park or focus on urban wedding shoots in Dumbo with the Brooklyn Bridge as a backdrop.

2. Identify your ideal client

Knowing your target audience is key to attracting business. Ask yourself:

1. Who are they (age, location, lifestyle)?
2. Where do they hang out online?
3. What are their needs and preferences?

This will help you build a portfolio and marketing strategy that speaks directly to them. For instance, if you want to shoot engagement photos for young couples in New York, showcase scenic locations like the High Line or Gantry Plaza State Park in your portfolio.

3. Build a portfolio

Focus your portfolio on your chosen niche. If you aim to be a family photographer, feature family sessions. To build a portfolio as a beginner:

1. Offer free or discounted sessions.
2. Assist or shadow experienced photographers.
3. Plan styled shoots that reflect your desired style.

Showcase your work by creating an Official NYC Photographer Site to attract potential clients.

4. Get legal

Working with clients requires a solid legal foundation. Be sure to:

1. Use contracts and invoices to protect everyone involved.
2. Open a separate business bank account.
3. Register your business name and structure (e.g., sole proprietorship, LLC).
4. Get an EIN from the IRS and apply for necessary local business licenses.
5. Understand your tax obligations.

Keep detailed financial records, get liability insurance, and track expenses like mileage and equipment to maximize tax deductions.

5. Set your pricing

First, determine your cost of doing business (CODB), including expenses like website hosting, software, and insurance. Then, decide on an annual income goal, factoring in taxes. Use these figures to set a sustainable price per session. Consider offering packages at different price points, such as basic, mid-tier, and premium options.

6. Write a business plan

Your business plan is a roadmap for your goals. A one-page plan is sufficient. It should include your niche, target audience, pricing, marketing strategy, session goals, and risk management plans like backups and insurance.

7. Create a marketing strategy

Once you know your ideal client, create a plan to reach them:

1. Build your brand: Develop a logo, color scheme, and consistent style.
2. Enhance visibility: Create a professional website for your portfolio and use platforms like Instagram and Pinterest. Optimize your site for local searches and share valuable content.
3. Network locally: Collaborate with vendors and venues for referrals.

If you’re in New York, writing blogs about top photo spots like Top of the Rock or the Bushwick Collective can attract clients.

8. Streamline your workflow

An organized workflow ensures a great client experience. Use a spreadsheet or software to track projects from inquiry to final delivery. A typical process includes:

1. Responding to inquiries.
2. Sending contracts and invoices.
3. Confirming session details.
4. Shooting and backing up files.
5. Editing and delivering images.
6. Requesting reviews.

Automate where you can, such as with email templates or booking tools. Delivering sneak peeks within 48 hours and full galleries in 1–2 weeks can help exceed client expectations.

Following these steps will help you build a creative and sustainable photography business. If you’re in NYC, use the city’s iconic locations to create unforgettable photos.