Inside the Photography Business: Steven Powell
PhotoMerchant: Tell me about yourself and your photography business.
Steven Powell: I’ve got two brands: MODO for my upmarket work and Steven Powell Images.
I got into photography in late 2008. I have a background in the military and have been around the world taking photos. It helped me develop the ability to tell a story with one image.
My first professional photography job was working for newspapers as a freelance photojournalist. I covered sports events and protests. I’ve covered issues in East Timor and the Middle East, and now I do work for non-government organisations. The business has expanded to do weddings, modelling, and commercial work.
I have staff to help with organisation and two photographers whom I use for wedding packages or photojournalism work if necessary.
PM: What’s the most important thing you’ve learned about running a business?
SP: There are two of me. There’s Steven Powell the person, and he’ll fight with the Steven Powell the business owner. For example with photojournalism, there have been times when I’ve wanted to interact and stop things from happening, but that’s not why I’m there. I’m there to take a photo of what’s happening.
It’s hard for me not to get involved. In some situations, the first thing I do is put the camera down to go help, and a few times I’ve missed a shot. I’ve actually connected my camera to a hat so I can’t put it down!
PM: Why do you think your customers like working with you?
SP: I’m diverse, and I adapt my delivery to my clients. With weddings, most people don’t want enlargements and prints anymore. They just want the disc, and that’s what I’ll give them. On the other hand, I recently had a client who requested an album, so I’m producing one for her.
With sports photography, I can be hired by a newspaper to photograph an event and also sell photos to the family and friends of the players. I get $100 from the Sound Telegraph in Rockingham and I might sell some prints on my PhotoMerchant site to individuals. My PhotoMerchant site is very important that way because I can share photos with customers instantly.
Now I’m known by my clients, they trust me and my work. I’ve just been asked to do a cover for the Mandurah Mail and editor trusts me enough to come up with something on my own. The more you can do differently and deliver what the clients want, the better.
PM: Is there anything you’ve changed about your business since you started?
SP: I haven’t changed anything significant, but I grow all the time. I had a security business before, so I have a background running a business.
I’ve embraced technology a bit more: I use an iPad now to go to clients instead of printing out a book.
I had a goal in 2008 to offer a photography service that was diverse and to run a successful business that got me out of the military industry, and let me express my creative side, and that’s what I’ve done.
PM: How do you manage your workflows and calculate the costs of running your business?
SP: Pricing is the one thing I’ve always struggled with. I lost a wedding quote the other day because of pricing and yet the last wedding I did, they were excited because they couldn’t believe how cheap I was. It’s tough, but I stick by my pricing and value my work.
I’ve invested in very good gear, but with costs I feel that as long as I stick to operating the way I do, I’ll stay well ahead of my overheads.
PM: How do you organise your workflows?
SP: I think my turnaround times will change as I get bigger, although I hope they don’t. The most important thing is knowing my schedule so I know when I can promise clients finished work.
I’m lucky that I’m still small enough to control these things. If I got too busy, I’d hire someone to upload and manage the website.
PM: What do you do to stay competitive with other photographers in your market?
SP: I hope with the work on the MODO site is enough to stand alone. It doesn’t have to be better, but if it’s different it’s going to attract people who want that style.
I do a lot of photos and weddings from a different perspective. I’ll put my camera on the ground and to get an interesting angle and that catches people’s attention.
I do pay attention to what competitors are doing, but I believe that my style is enough to get me work.
PM: If you could go back in time and give your younger self a piece of advice, what would it be?
SP: Don’t stress. I’ve seen some pretty disturbing things in my military career. When you put things in that perspective, the everyday things don’t seem as worrisome.
PM: Do you have any tips for new photographers?
SP: Do what you want to do. Listen when people help and give advice, but too much input can spoil natural talent and passion.
The other thing I’d tell them is to create an image, don’t just take a photo. By “create,” I mean the process of framing the shot and the composition plus editing. Look at what’s there and think of the best way to present it. It’s an art.
PM: What do you think is going to happen in photography in five year’s time?
SP: I’m going to sound a bit old fashioned, but probably not much. If you look at big changes like the switch from film to digital, very little compares.
I think it’ll advance with megapixels, but it’ll be interesting to see if there’s another massive swing.
I think the world’s going backwards. People are getting CDs put on vinyl. I’ve got an old camera and I’ve started using film. I think photography will turn back as fashion does.
PM: What do you do in your spare time?
SP: Does everyone laugh at that question? I don’t have spare time. When you’re starting a business you’re doing everything for the first three to five years.
I travel a bit. I’m off to Cambodia and Egypt in September. I don’t have two or three hours off every night but I travel a lot. It’s work but I’m seeing the world.
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Steven Powell runs MODO and Steven Powell Images and is based in Mandurah, Australia. |
