Expert: Don Wood - 11/27/2006

Question
Hello Don. I am thinking of opening a portrait studio. I have plenty of experience,was once a photographer doing editorial/cpmmercial portraiture.
The area I live in seems not to have changed competitively for ten years. Seven years  . .thats how long I have been out of the market. Are portrait studios a dying breed with so many people and school photographers doing such great work with digital?

Thanks

Answer
Yes, in a way we are a dying breed. The problem is that cameras are so simple to use now that many prospective clients will look at your displays/work examples and say, "Why should I spend nearly $1000 for a wedding album when I can have my friend, who has a camera, do it for little or nothing." You will have to work to insure that your work stands out and the customer wants you for your abilities.
Bear in mind that a new studio starting out must have a basic minimum of equipment. Not talking about a dark room here but about the digital equipment you must have. You've got to have top-of-the-line equipment that sets you apart from the other advanced amateurs who have sophisticated equipment. You should get some business classes somewhere so that you can avoid some of the traps a newbie falls into. Typically, the newbie will survey the competition and price himself below the competition. Then he wonders why he can't make any money because he has to pay for his rent, utilities, gas, car, etc out of the profits.
Typically, of 10 new studios starting out, 8 will be gone within the year, 1 may last more than 1 season, and the one with the best chance of succeeding will be the one with the most training, both in photography and in business.
All this being said, photography can be approached as a second income, since the great majority of your clients will want the work done in evenings, weekends, etc. I say to beginning studio workers. "Keep your day jobs, those will pay your rent, utilities, gas, etc while you are working to build your clientele to the point where your photo income is exceeding exceeding your "day job" by a considerable amount and you don't have enough time to keep up both jobs.
You may have to do this for a considerable length of time. It can be done, but you have to work hard at it. You must develop your photogaphic eyes, the ability to see the best angle to shoot the shot, the best lighting, etc. You probably have a leg up on this area with your prior experience. I wish you good luck, remember, don't quit your day job until you're satisfied that you will make it in the real world. Keep me posted as to your progress. Remember that all of your products will reflect a historical viewpoint. It's a tiny slice of time captured for eterninty.
Good luck,
Don