Today I had an in-depth conversation with my good friend, awesome photographer and fellow entrepreneur; Garrett Delph. We explored how multi-layered experiences can lead to successful business ventures. The analogy I came up with had to do with the formation of hail. Hail is only formed when the weather conditions are just right. During its journey, a single piece of hail may travel as high as 60, 000 feet into the atmosphere, stay suspended for up to an hour and collect several layers of ice before falling to Earth’s surface. Then I thought how weather forecasting is so much like business planning! Yes my inner geek came out in full force as I tapped into my Naval Meteorology Training to find these parallels.
Just like forecasting the weather, creating a successful business has many steps and variables. Meteorology as a whole is not an exact science. As most have realized from all the busted forecasts by your local weather guesser….eeeerrrrrr….I mean weather person. ” Yup…there is a 50/50 chance something is gonna happen today…or tomorrow. Back to you Tom for Sports.”
Before becoming a wedding photographer, I spent 6 long years in the US Navy as a weather observer and forecaster. My job was to observe, collect, record, analyze and forecast meteorological and oceanographic data. Then present briefs concerning current and predicted environmental conditions and their effect on military operations. Zzzzzzzzzzzzzzzz right?
In non-geek terms, it was my job to observe and forecast the weather for missions. Some days I’d get a few calls to relay basic wind data for pilots. Other days it was my job to recommend what specific missiles pilots should drop on Afghanistan depending on the forecasted weather! True story. (Note: That info is not classified so I won’t have to kill you. jk )
To this day I use much of what I learned from the Navy. From data collection, to analysis, finding patterns…all the way to forecasting! Who needs business school right?
Here are 5 steps that can be used to increase the likely-hood of success of a business:
- Observe – to take notice. to make observations.
- Collect – to bring together into one body or place.
- Record – to set down in writing : furnish written evidence of.
- Analyze – to study or determine the nature and relationship of the parts of by analysis.
- Forecast – to calculate or predict (some future event or condition) usually as a result of study and analysis of available pertinent data.
Observing the conditions.
Every hour on the hour my job was to step outside and observe the current weather conditions. Essentially I would take these observations, compare them to past weather conditions and that would help me forecast the future! Easy enough. So as a wedding photographer you should be attending bridal shows and I don’t mean spending $400+ on a booth. Go as a guest…best part is you can float around and network with other vendors! Sssshhhh. 
Have you ever bought a wedding magazine to see what the current trends are? What wedding photographers in your area show up on Google searches for popular keywords? What’s the average cost of wedding photography in your town/city? Have you searched the local wedding forums to see what the brides are talking about? Go observe your market place.
Collect the data.
Consider collecting data as your market research. You have to put yourself into your prospective clients’ shoes. Get inside their heads. Read what they read. Eat what they eat. Shop where they shop. Go where they go. Although don’t get caught looking in their window at night! Trespassing and a restraining order is hard to clear off your permanent record. 
Without data you can’t analyze. If you can’t analyze, you won’t see the patterns. If you don’t see patterns…you cant forecast! Ya feel me???
Keep record of the data.
This is probably the most tedious part of the process. Believe me. Over 6 years, I recorded over 6000 hours of weather data. Now as a wedding photographer I have recorded every single wedding inquiry I have ever received, since day one. Now I’m familiar with how popular the 3rd Saturday in September is! So I can be very selective on booking that date knowing that I will receive many requests for that day. I’ve noticed that the average booking window for me is about 8 months. So I don’t worry if my bookings are lower then normal around December. My geekiness has paid off!
Analyzing the data.
This to me is the best part! Yes it can be over whelming. Yes it is time consuming. Yes I’ve lost sleep trying to “break the code.” I find a thrill extracting info, connecting the dots and finding the patterns!
Forecasting.
This step is the most important. Many photographers fill their calenders up as they feel that is the true definition of success. They work so hard IN their business that they never work ON their business. All successful businesses need to find the balance between execution and planning. Every great artist…and business man/woman should step back periodically to evaluate their work. During this periods it a good time to take all the data you’ve observed, collected, records and analyzed…to forecast! Forecast growth, forecast market trends, forecast sales, forecast budget………
It is so important to do your research before starting a business. This will help to improve your odds of success!
What do you think?
~Rob
Great article! I used to be worried about bookings until I looked back on certain data I had showing that it was normal for me to be at a certain point in December, as you said. This stopped me from being concerned every year. I ought do that more often and in every aspect of my business.
Tracking where EVERY lead comes from (whether booked or not) is an important business aspect to apply these steps to. Same with website analysis (through goggle analytics, etc.), packages offered, etc.
In short, business success means making sure that you do, at some point, focus on your business, and not just by raising your rates yearly. Success means being just as much a business person as it does being a good photographer. Thanks for the reminder and a good method to do this!
Great read! If any photographers are starting out now this is what they should do to have a successfu photographyl business. I am always looking for ways to improve the business side for myself. Thanks for sharing Rob!
Really good points! Thanks for sharing this Rob!