Enlightened Tripod Three

The “Enlightened Action Word” …. Call

The word “Call” has many intriguing implications and applications. According to the dictionary we have the following meanings:

1. To say in a loud voice; shout; proclaim.

2. To summon.

3. To convoke; convene – say a meeting.

4. To invoke solemnly.

5. To summon to a specific work – like a ministry.

6. To telephone.

7. To name.

8. To designate or characterize.

9. To bring to action or consideration.

10. To insist upon payment.

The list goes on and on, but in each case it requires an action. Furthermore, when we look at this list, in each case we can see that in immediately pertains to business, particularly your business. Think about a way that you can effectively apply each line, or definition, to a specific task that you can do that will enhance, improve, or bring in more business for you today.

You didn’t think that I would come up with everything for you do you? As a matter of fact, I would love to see what you come up with, so please email me with your results.

The “Enlightened Quote” …

Commit to CANI! – Constant and Never-ending Improvement - Tony Robbins

The “Enlightened Business Plan”…

In his book Small Business Management, Michael Ames gives the following reasons for small business failure:

1:Lack of experience

2:Insufficient capital (money)

3:Poor location

4:Poor inventory management

5:Over-investment in fixed assets

6:Poor credit arrangements

7:Personal use of business funds

8:Unexpected growth

Gustav Berle adds two more reasons in The Do It Yourself Business Book:

9:Competition

10:Low sales

What is the common thread – Poor Planning!

Let’s look at the words starting with “C”, insufficient CAPITAL, poor CREDIT arrangements, and COMPETITION.

Unfortunately, too often we underestimate our competition (the competition is not necessarily other photographers), causing us to get a poor credit rating, and we die because there is insufficient capital to get us over the start up phase of opening a new business.

One area that is sadly overlooked when starting a business is start-up capital. Start-up capital is the amount that you need to have before you open your doors. This is the money set aside in the bank that will carry you through the lean months so that you can pay your fixed expenses, variable costs, and your salary.

We start by trying to get a good handle on our fixed expenses. These are the expenses that will occur regardless if we make any money what so ever. A list of these would be: rent, telephone, hydro, advertising (I believe that advertising is a necessity, therefore qualifying as a fixed expense. You have to advertise when you first open up to let everyone know that you are in business), auto insurance, office supplies, and utilities.

Oh yes, I almost forgot (just kidding), your salary. Most photographers I know pay themselves if and when there is any money left over at the end of the month. This is not acceptable! Be proud of what you do. Be positive about what you do. Most important – pay yourself. If, and I say this in only the most hypothetical of situations, if you go broke do you think anyone is going to take pity on you and give you any money back. Hell no! So pay yourself and make sure that this is a habit that you continue. It provides a huge psychological boost each and every month, one that pays dividends in the end. (No pun intended.)

From there you try to figure out how many photo sessions you will be taking. Break it down into specific numbers, how many sessions a day? After that, determine what your costs are per session. How much film and processing? How many prints or paper will you use? These are called your variable expenses, expenses that are incurred only when you do something. Then figure that if you work 20 days that month what your costs will be on a monthly basis.

We now add the third dimension – hard costs. If you are starting a studio or office location, you will need furniture, fixtures, and equipment. Equipment can be cameras, computers, desks, and file cabinets etc. Go through catalogs and find out how much you will need to spend on these items.

After this is all done we add them together, six months of fixed expenses, six months of variable costs, and your hard costs, to come up with what your start up capital will be. Then make sure that you have that covered. This can be done with a combination of your cash, bank loans, line of credit, or investors. Just make sure that you have six months worth of start up capital.

Any money you earn by taking pictures will be gravy. Hopefully it will be enough to cover all of your fixed and variable expenses, but if it doesn’t you have your back up plan. It is better to spend a lot of time planning and being prepared as the old saying goes, “Failing to Plan, is Planning to Fail!”

Generally it takes three to five years to get your feet firmly planted on the ground and your roots dug deeply into it. If you use my proven system you should be up and running within a year, check into my personal coaching program to ensure your success.

The “Enlightened Technical Corner”…

Camera clubs are the backbone of many of our technological advances. When small groups of enthusiastic photographers got together to start the first camera clubs over one hundred years ago, they were indeed pioneers. There was almost an evangelistic fervour in their outlook and aims. Many clubs were formed with the express purpose of showing the world in general that photography was indeed an art form. Members were closely knit in their interests; they were great experimenters in both the technical and artistic aspects of photography, and the contributed in a very real way to progress. The efforts of these early pioneers set the stage for the great proliferation of camera clubs and indeed professional camera associations throughout the world today.

We have The Photographic Society of America, www.psa-photo.org, being one of the oldest and most respected photographic organizations in the world. On the professional level we have the Professional Photographers of America, www.ppa.com, and the Professional Photographers of Canada, www.ppoc.ca who offer a national, state/provincial, and local chapters. The same can be found in England with the Royal Photographic Society, www.rps.org, indeed there are organizations in every country of the world.

These groups provide kindred spirits who are going through exactly what you are going through or who have been there. They are all eager to share with you their pearls of wisdom and what they have learned and experienced. The old saw of “Why Reinvent The Wheel” jumps to mind and I cannot encourage you enough to join these fine organizations. As a matter of fact, I am a member of the last three and when I began a hundred years ago I was a member of the PSA. The money you spend by joining these organization will be re-paid a thousand times over, provided you CALL them and make use of what they have to offer.

“Enlightened Marketing”

One of the best ways to get business when you are just starting out is by networking. That’s right calling people up after you met them at a function or meeting. Get involved with your local chamber of commerce, service club, sports association, or church group and start looking for what are called COI’s, Center of Influence. These are the people that make things happen.

When you connect with the right people they can connect you with the right people. What you are looking for is massive exposure. People who can connect you with at least ten other people and these ten can connect you with ten more. By now you can see that you have been exposed to 10x10, which are one thousand people.

The key is to make sure that you have a clear and concise image of exactly what your perfect client is. Make a complete profile of them, what they do, how much they make, what they drive, what their hobbies are and go after them. No sense wasting your time smoozing with people whom you don’t want to do business with.

Go to where these people are and once you meet them, follow up with them, and call them. Look for people who you would like as friends and develop relationships with them. Start by picking the right accountant and lawyer, these are the ones who are dealing with the type of clients who you would like to be dealing with and through them you can arrange introductions.

How do you follow up? Send them or email them articles that may help them with their business, a new slant on their hobby, something that may be of interest to them, or ideas on how to get more clients. By being interested in them, they will help to promote you. But you first need to connect and then follow up with a CALL.

Remember, word of mouth is very potent and valuable. Best of all it is free! There can be nothing better for your business than an excellent referral – it speaks volumes about you in a way that you could never do.

“Enlightened Living”

“ The call of the wild.”

“A change is as good as a rest.”

“Rise to the challenge.”

The above are all good axioms to live by. The important thing to remember is that building your business is a long-term endeavor. To often, when starting a new project we are all juiced up and raring to go with the best of intentions busting our butts to succeed. That usually includes working insane hours and stressing ourselves to the max. All this really accomplishes is a burnt out, over-tired, stressed-out nervous wreck who is no fun to be around.

CHILL

All good things take time and working harder does not replace working smarter. Enlightened living embodies taking time out to listen to the call of the wild, making a change of pace by getting away from the business regularly, and rising to the challenge of pacing yourself. A healthy, happy business starts with a healthy, happy owner and it is up to you to keep fit, get your rest, and learn not to stress about things.

Yours in Health, Happiness, and Success

Your Friend

Chuck Groot BFA, F/PPABC, MPA