darling-aperture

[darling-aperture]

Week 12 Progress of Startup

What Is Working

Finally secure a client. We are currently trouble shooting through their goals for the session, as well as trying to predict the weather; which is proving to be a lot of trouble since this summer is a roller coaster of inconsistent.

What Is Not Working

I wish I had established a “professional email” inbox, in order to separate it from my own personal email traffic. I have found myself overlooking certain emails, or being delayed on replies, all because of a lack of organization

How Do You Feel It Is Going?

Good? Time will tell once we get the first session off the ground and see just how well the plan comes together.

What Are You Learning About Business?

Client correspondence and organization. I should have set myself up better to have organized and reliable communications with clients. One, for common sense. Two, for my own sanity of juggling life.

What Are You Learning About Yourself?

Anticipation and suspense are painful. Especially when you have been building up to a client. Have to be patient and just trust that the business operations plan will work and be ready to adapt on the go.

[darling-aperture]

Week 11 Progress of Startup

What Is Working

I’ve been trying to focus on word of mouth for marketing at this time; which has generated more interest than I was expecting. I think this may be due to character references, as well as the easing of Ontario COVID-19 restrictions. Most of the engagement has been regarding timelines and some basic pricing framework.

What Is Not Working

Despite this initial engagement through word of mouth, there is very little re-engagement. I will need to consider following up with potential clients, but in such a way that doesn’t dissuade them from seeking my services.

How Do You Feel It Is Going?

Other than some brief exchanges with clients, I have not seen any significant changes in the startup. I will just stay positive, and likely trend towards social media marketing to diversify my efforts.

What Are You Learning About Business?

You can’t just sit back and wait for stuff to happen. Clients don’t necessarily materialize out of thin air. Also, time goes by very quickly, and when your service may depend on fair weather, and scenic locations and seasonal weather, you can’t afford to be lazy about promoting yourself.

What Are You Learning About Yourself?

Only the realization that splitting priorities and efforts between a full time job and a “entrepreneurial hustle” is challenging.

[darling-aperture]

Progress of Startup

Good morning,

Today’s blog will provide an update regarding the progress of the startup, Darling Aperture: Photography Without Limits. I’ll discuss what is working and not, my impressions on the progress, and lessons learned so far.

What is working?

The development of a curated portfolio is coming along well. I have taken the time to hand select particular images that will showcase the range of environments and activities that I can provide services in and around. Since a significant component of the startup will be focused on service differentiation, I am paying particular attention to image and brand; which I’m discovering more about each week.

What is not working?

Client, or potential client, engagement is difficult at this time. This is largely due to the “re-opening status” of Ontario, limitations on group sizes, activities, and vaccination rates etc. Photography sessions are still a luxury, especially the niche service that I am trying to offer, so I expect client engagement will be challenging for the coming weeks to begin booking sessions.

How do you feel the project is coming?

Smoothly. Since I own all the gear required and I currently possess the skill sets required to provide photography services, the step by step process of the startup has not been overwhelming. I’m sure this would be different if I was trying to start a restaurant but never cook, or have never worked in a restaurant. However, I know my craft well enough to take a run at this and not feel like I’m in deep water.

What are you learning about running a business?

I am learning that I shouldn’t charge head first into a business without appreciating all of the nuacceses of licenses, contracts, agreements, privacy laws, etc. I certainly noticed early on that I was naive to this fact, and simply thought, “Oh, well I already take photographs...so doing that for money will be simple”. Also, as time goes by, I am learning that my image, branding, marketing will be more important than I give it credit at this time; and that is already a lot of my focus right now.

What are you learning about yourself?

That this is not my first time mixing “Business and Pleasure”. What I mean by that is, I have had several hobbies and passions through my life that I thought I would turn into a paycheck. What I learned about myself, and continue to learn through this startup, is that the lines of business and pleasure can blur pretty quickly. So I’m often reminding myself to not suck all of the life from my passion and remove the fun.

Cheers,

A.

[darling-aperture]

Financial Sources

Financial Source

This post today will outline the financial source that my business, Darling Aperture, will leverage in order to get my business off the ground.

In addition to the $50.00 used in the initial investment, I have decided to pursue a Bank Loan as my financial source. Although I am in a secure personal financial position that could support my business initially, I feel it is worth exploring a Bank Loan as the most logical alternative.

To secure the Bank Loan that would cover outdoor equipment purchases, additional camera equipment (bodies, lenses, filters, dive housings), computers, and office supplies, I would demonstrate the following:

1.       Professional Profile: This would be showcased through my photography portfolio, employment history, volunteer experience, and generally a review of my resume/CV that illustrates my credentials. My business is tailored on that fact that I am able to meet the demands of my clients, regardless of the activity or environment, so I would aim to demonstrate my credibility to the institution in that regard.

2.       Project Viability: I would provide the bank with my feasibility study and operations plan to demonstrate my research and planning for the success of the business. This would allow me to show (at some level) my understanding of business and marketing.

3.       Financial Strength: As I would be looking to secure a bank loan, my assets and income would be transparent to the institution; making the risk far more apparent. This would be very straight forward; compared to trying to convince a family member that my bank account is, “good to go”.

4.       Guarantee: Since a guarantee would be required by the institution, I would not be borrowing greater than the assets I control. As well, I would be maintaining my full time, federal employment, which would greatly offset the risk of the loan.

Overall, the loan would only be required to assist with the initial purchasing of varied, and potential higher end, equipment in order to conduct sessions in challenging outdoor environments. However, with the equipment I currently own for my own recreational use, I would be able to satisfy all of my clients requests that I can foresee at this time.

Cheers,

A.

[darling-aperture]

Business Operations Plan – Darling Aperture

 Policy

·         Workplace Safety: Given the potential for demanding sessions in complex terrain or environments, safety will be a paramount policy for Darling Aperture. Before conducting any session, the photographer will provide a safety briefing to the clients and any additional staff, to include: medical equipment, safety vehicle if applicable, route nearest hospital, communications (radio, cellular, satellite phone), and anticipated ambulance response time. Liability release waivers (similar to kayak rental, use of camping sites, etc.) will also be considered in the contracting process (research to be conducted if they are appropriate).

·         Written Contract: A contract which details the parties involved, expectations, session locations, time of day, and reason for the images being taken will be detailed. Furthermore, quality assurance for images will be in place, in the event a client is unsatisfied with certain final images.

·         Confidentiality: Before any images that contain a client’s likeness are used in marketing, a “model release” form will be signed and approvals sought. As well, consideration for reasonable expectation of privacy and use of private property (“property release” form) will be part of the session planning. If client images will be stored on a cloud service, steps must be taken to ensure images are secure and only accessible by the photographer and client.

·         Work hours & Turnaround Time: Based on the activity, number of images, intensity of the session and demands of the environment, the photographer will provide a outline of the expected work hours to complete the session. In order to deliver finished images in a timely way, an estimate of post processing will be provided to client as well. The post processing is included in the cost of the session, so the time is not billable, but the time estimate is to manage expectations from the outset.

 Process

1.       Quote: Client engages Darling Aperture to inquire and receive a quote.

2.       Contract Drafted: Conditions for the session are agreed upon, appropriate waivers signed, and deposit provided if appropriate.

3.       Session Conducted: Photography/videography session is conducted.

4.       Post-Processing and Delivery: All drafts are sent to the client for review where they select which images they want to be edited/enhanced; selecting a number of images within the agreed upon total included in the session contract (For example, one session may account for 20 final images of the clients choosing). Final images are then delivered to the client to conclude the contract.

 Permits

·         Model Release Form

·         Property Release Form

·         Liability Waiver Release Form

·         Session Contract

·         Provincial/Federal Parks Canada fees (if applicable).

 Selling Space

·         Online: Social media platforms will be leveraged for free-marketing early on in the business development. Social media platforms will redirect users to the Darling Aperture website which contains list of services, portfolio, contact information, and the ability to book a photography session online; using an automated booking function.

·         Outdoor/Sports Stores: Local business will be used for referral to Darling Aperture, specifically by placing business cards, flyers, and posters at outdoor and sporting goods stores in the Kingston Area to attract potential clients.

SMART Goals:

Financial: The only financial goal for the summer season will be to secure one (1) paid session for one (1) client; at a minimum. This is due to my time commitment to my full-time employment and demand for me to travel abroad on short notice. 

Marketing: Employment of social media platforms to build a curated portfolio of images in order to attract potential clients. My goal is to attract one client via the social media platform as a proof of concept and effectiveness.

Operational:  To complete my work flow process from start to finish: quote, contract, session, post-processing, delivery. This will allow me to have a baseline of time commitments of subsequent sessions, allow me to plan more effectively and make any necessary adjustments.  

Developmental: To effectively engage with the client and ensure that their expectations are met and that they are satisfied with the service I’ve provided; to include a survey/feedback in order to improve the service. As well, identify any shortfalls in my equipment, planning, or preparation for the photography session.

 References:

https://www.process.st/policies-and-procedures/

https://www.futurpreneur.ca/en/resources/understanding-entrepreneurship/articles/setting-achievable-goals/

[darling-aperture]

Creative Advertising Exercise

The Heavy Metal Toothpick

Keeping on top of dental hygiene can be challenging in our busy lives we lead. Not many people carry a toothbrush or dental floss with them in their back pocket, and disposable toothpicks can be frustrating to keep track of or ineffective at getting those troublesome morsels out of tight spots.

Introducing, the Heavy Metal Toothpick, a dental hygiene device so revolutionary, you will wonder how you went so long without it! Not only is it durable, but it is compact, and can be attached to any article of clothing, bag, or purse for easy carriage. When the toothpick is not in use, it also stores away safely inside a discreet, rounded housing.

So what are you waiting for, don’t go another day without keeping your teeth it top shape.

The Heavy Metal Toothpick is here to stay, and will stay where you put it; so “rock on!”.

[darling-aperture]

Customer Persona

ABOUT THEM

The customer is an adventurer, explorer, or outdoors person, who is interested in having their hobbies and passions captured with professional and high-quality images that showcase their talents and the environment they are in.

BENEFITS

1.       Professional skill set: Images captured with the latest equipment and best practices, in line with current social media trends

2.       Unique Locations: Photographer will accompany the client to remote/challenging/complex environments in order to capture images

3.       Collaboration: Photographer will have the training and experience in variety of outdoor activities in order to work collaboratively with the client; instead of hamper their vision.

USE CASE

Example: A competitive local kite-boarding team, intent on reaching an international competition, wants images of their training in order to garner support and funding from local businesses.

They want the images to showcase the challenging, dynamic, demanding, and time intensive process of high level kite-boarding while on the water.

Conditions are windy, wet, demanding, and dynamic throughout a day of activity, with the subjects unable to become stationary and pose for an image; or be coached and adjusted on the fly.

PREVIOUS SOLUTION & PAIN POINTS

Previously, the images would be captured on a smart phone, with only digital magnification, from the shoreline, at a distance and without my context or narrative.

As well, waterproof sports cameras, such as the Gro Pro system, would be employed and still images would be grabbed from the video footage. However, the image quality is not reliable, and does not provide diverse or effective perspectives for marketing.

Individuals on the team are not trained or equipped with camera techniques and equipment in order to capture the images they want while on/in the water, in challenging conditions, and to conduct post-processing.

BUYING TRIGGER

Client does not have the training, experience, nor the equipment to effectively, efficiently, or in some cases safely, capture photo/video of their activities.

BUYING PROCESS

Client searches for photographer that specializes in event, action, sport photography.

Client sends a 5W (Who, what, when, where, why, and how), to the photographer in order to receive a quote

Photographer provides an outline of the type of work, costs, types of images, equipment required, post processing, and timeline for delivery of final images.

CHOICE FACTORS

1.       Ease of coordination: Client can simply and concisely coordinate effort with the photographer

2.       Wide Range of Services: Client can site all of their considerations or factors; the photographer will do everything possible to accommodate requests

3.       Experience: Photographer has the experience or confidence to conduct photography in a wide range of environments and weather conditions

------

Reference:

https://buffer.com/library/marketing-personas-beginners-guide/

[darling-aperture]

Good morning, everyone

Today I am going to take an opportunity to analyze the local competition for my business; Darling Aperture.

The competitors I will review will be photography services within the greater Kingston area that offer specific or multi-disciplinary services. I will provide a brief summary of each competitor’s website, my assessment of their market position, reviews, pricing, and finally their social media presence. Finally, I will conduct a SWOT (Strengths, weaknesses, opportunities, threats) snapshot in order to better position myself in the market place.

 COMPETITOR #1

 Name of Business: Chris Noakes

Service: Kingston Portrait and Headshot Photographer

Website Experience: https://chrisnoakes.com/. The website is excellent. It is very clean in in presentation, modern, with a very intuitive interface; there is no unnecessary imagery or busy text. As well, the home page artistically presents dozens of client photographs that showcase his work. There is also an option to view pricing and book a session, along with a dedicated portfolio section. When I arrived at the website, I had the immediate impression of a professional who is singularly dedicated to providing a high-quality portrait service.

Market Position: Chris Noakes uses his veteran owned and operated status as a point of difference for himself in the photography market. As well, he highlights that he is a “headshot crew associate”, a title granted to a photographer who has been mentored by the top industry professionals. Chris Noakes also makes his service very transparent on his website, and sells his portraiture work as something available to anyone; not just for the rare individual who requires a headshot.

Reviews: Google provides 10 reviews, each at 5/5 stars, with very enthusiastic and positive statements. As well, his website provides a series of client testimonials that are very positive.

Pricing: $250.00 per session (no detail regarding what a “session” entails), or $50 for a headshot; with packages available for four or more headshots.

Social Media: Chris Noakes is active on both Facebook and Instagram. Specifically, his Instagram is very tidy, well curated, and showcases his portraiture work and studio space.

SWOT:

·         Strengths: Exceptional quality, specific service, very transparent with their offerings.

·         Weakness: Only provides portraiture and headshots

·         Opportunities: May not have capitalized enough on the veteran owned/operated angle, I can attempt to provide outdoor portraiture and headshots in a more dynamic setting.

·         Threats: Has been in the Kingston market for 7+ years and is clearly successful.

 COMPETITOR # 2

Name of Business: Eden Grove Photography

Service: Wedding, couples, and lifestyle.

Website Experience: http://www.edengrovephotography.com/ The website is clean, simple, to the point; using a white and black color pallet. There are no elaborate graphics, user interfaces, or pop-ups. The site is easy to navigate and outlines all of the services they provide in enough detail.

Market Position: Eden Grove is appealing to a range of clients, from couples to weddings, to lifestyle and female empowerment private sessions. This service may appeal to other like minded, family or relationship-oriented individuals, who want a photography service that is “down to earth” and relatable. However, the service does focus on wedding and engagement style events, which is a busy market within the Kingston area. There does not immediately appear to be anything that differentiates Eden Grove from the remainder of the market.

Reviews: Google provides 24 reviews, all at 5/5 stars, with many of the comments providing brief summaries of their experiences.

Pricing: $250.00 portrait sessions (includes 30 edited images), $375.00 lifestyle sessions (includes 40 edited images), Life Unplugged Session $825.00 (Includes 100 edited images, 4 hours)

Social Media: Eden Grove maintains a Instagram, Facebook, and Pinterest presence. The Instagram account is well curated, and showcases a high-quality images from a variety of events.

SWOT:

·         Strengths: 3+ years in the area, specific services with a portfolio showcasing Eden Grove’s talents and client base.

·         Weakness: Little differentiation from the rest of the wedding/event market in Kingston.

·         Opportunities: Does not provide austere/rural/dramatic environmental settings for individual clients or small groups.

·         Threats: Eden Grove is “family owned”, in that the owner/operator market’s themselves as a small family aiming to support small families. As I do not have that kind of branding, it may limit that market share for me.

 COMPETITOR # 3

Name of Business: Noir Shots Photography

Service: Wedding, couples, and lifestyle.

Website Experience: https://www.noirshots.com/3dproducts. The website is modern, elegant, and artistic; using a white and black color pallet. There are several clean transitions as you navigate the website, which gives it the feeling of high value and careful attention to detail. The site is easy to navigate and outlines the services and initiatives of the owner/operator and co-founder.

Market Position: Noir Shots appears to hold a unique market position as being able to provide 3D photography of products. This is an excellent differentiation in a world where everyone carries a camera in their pocket and maintains an Instagram account. Furthermore, they have added property and food photography to their list of services. Both owners/operators appear to be young and trendy, which may appeal to the local business industry if they want to seek out young and hip perspectives. They also claim to have studio locations in both Ottawa and Kingston.

Reviews: Google provides 22 reviews, all at 5/5 stars, with many of the comments providing brief summaries of their experiences.

Pricing: There is no pricing listed on their website or other social media platforms.

Social Media: Noir shots maintains a Facebook, Instagram, and linked in profile. Their social media is well curated and showcases their varied services.

SWOT:

·         Strengths: Young, trendy, with a diverse set of services for portraits/3D/food/property. Two studio locations, Kingston and Ottawa.

·         Weakness: Aside from 3D, little to differentiate them from other services in town.

·         Opportunities: May consider providing 3D or Drone/UAV video/imagery in tandem with my still photography in rural/austere shoots.

·         Threats: Noir Shots is established in the local community and appears to be well networked. They may have already established themselves in the small business market.

[darling-aperture]

Business Message Map

[darling-aperture]

Good afternoon, everyone!

What I want to talk today is strengths and weaknesses; not just any however, but my own.

For the sake of this post, I will be outlining some of my strengths and weaknesses as it relates to the business or entrepreneurial world. Like any optimist, I will start with the negative, and end on the positive.

Weaknesses:

-          Often, I over complicate things in the planning process by focusing on very fine, specific details, potentially to the determent of forward progress. That is not to say that I pursue “perfection”, it is that I may get lost in the weeds trying to make sure I’ve covered all of my bases. As a result, I may end up losing momentum or burning time and energy of my team. From a business standpoint, this may mean inefficiencies and lead to increased costs, burn out, and misguided efforts.

-          When I present to an audience, there are times where my passion and energy drown out my message. What I mean, is that, sometimes the words I choose to use add unnecessary emphasis and drama to my points; where simply stating facts would do just fine. For a business, this may cause me to appear as a dramatic figure, rather than a stable and rational entrepreneur.

-          My mind wanders. A lot. This typically manifests itself into taking on far too many projects at one time, or losing sight of one and focusing on another.

Strengths:

-          I have an aptitude for planning and working through a variety of levels; from the big picture to the small details. This allows me to be very thorough and carefully manage each step of a project as I move forward; all the while establishing gateways and timelines.

-          When working with a team, I can effectively bring different assets together in order to share the workload and, more importantly, lean on subject matter experts. I enjoy fostering a strong team environment and creating platforms for individuals to have a voice and share their expertise and experience.

-          When presenting, I can speak confidently, naturally, and passionately to a large audience and also vary my language or complexity of my content to suite the audience. I’ve been told I am a natural instructor and that I am able to hold the attention of an audience by not over explaining or drowning out key points.

At any rate, there is some insight into me, and how I may relate to the entrepreneurial world!

Cheers,

A.