Price from the business you need, not the market you fear
Most photographers pick a number by glancing at a competitor and shaving 10% off. That's how you end up busy and broke. Price from your actual costs and the income you need to live.
The simple model
- Your target salary. What do you need to take home per year? Be honest — rent, food, pension, a holiday.
- Business costs. Gear replacement, insurance, software, website, travel, marketing, accountant. Add it up annually.
- Realistic booking count. How many weddings/shoots can you *actually* deliver well in a year? For weddings, 20–25 is a full, sustainable calendar once you count editing.
- Do the maths. (Salary + costs) ÷ bookings = your minimum price per booking. Anything below this loses money, no matter what the competitor charges.
Why this matters
When you know your floor, "you're too expensive" stops being scary — you know precisely what you can and can't discount, and you stop taking jobs that quietly cost you money.
Field takeaway: your price is (what you need to earn + what it costs to operate) ÷ how many jobs you can genuinely deliver. Start there, then adjust up for demand and skill — never down out of fear.
