A fellow milspouse photographer posed a question inside Photographers Changing Stations that many of us have likely considered: Do you keep your pricing the same when you move, or do you adjust to the “going rate” in the area? Let’s break this down and explore a process that can help you confidently answer that question for your own business.

My short answer? It depends! While understanding the “going rate” in your new area is valuable, it’s not the sole factor to consider. Instead, I re-run my cost of doing business (CODB) with every move. Why? Because your income goals, shooting frequency, and expenses are likely to change with each location. Here’s a three-step process you can use to determine whether your pricing needs an adjustment.

Step 1: Determine Your Time and Money Goals

The foundation of pricing your services is understanding what you want to achieve. Start by asking yourself these questions:

• What are your income goals? Are you aiming for a part-time supplement or full-time income?
• How often do you want to shoot? Your availability and desired work-life balance might differ depending on your family’s schedule or local demand.
• How much time do you spend on each session? Don’t just consider shooting time; factor in editing, client communication, marketing, and any other behind-the-scenes work.

By defining these goals, you’ll have a clearer picture of the number of sessions you need to book and the income they should generate.

Step 2: Account for Expenses

Running a photography business involves more costs than just buying a camera. Be thorough in accounting for all your expenses, including:

• Digital Expenses/Marketing (website hosting, domain renewal, online galleries, brand photos)
• Education (courses, coaching, workshops)
• Physical Purchases (cameras, lenses, repairs, props, client gifts)
• Additional Expenses (taxes, insurance, permits, legal fees)

These expenses can fluctuate depending on your location. For example, you might need new permits in one state that you didn’t need in another. Listing everything ensures you’re capturing the full scope of your business costs.

Step 3: Evaluate and Calculate

This step might seem intimidating, but it’s just some simple arithmetic. Here’s the basic formula:

1. Add up your total annual expenses.
2. Add your desired yearly salary to your expenses.
3. Divide that total by the number of sessions you want to shoot.

If you have multiple packages though, you’ll need to adjust based on the percentage of clients you anticipate booking each package. While this sounds straightforward, the details can get tricky.

Use a Cost of Doing Business Calculator

Lucky for you, I’m a math teacher and love nerding out about numbers! I’ve created a customizable cost of doing business calculator to simplify this process. It’s part of my 5 Ways to PCS-Prep Your Photography Business guide, which helps military spouse photographers prepare their businesses for a move. Whether you’re gearing up for a PCS, settling into a new location, or simply haven’t run your numbers before, this calculator will help you confidently set your prices to meet your goals.

Final Thoughts

Pricing isn’t just about matching the “going rate” in your area—it’s about understanding your business’s unique costs and goals. By re-running your cost of doing business and evaluating your numbers after every move, you’ll be better equipped to set prices that reflect your worth and sustain your business.

I hope this was helpful! Click below to watch the full video!

Are you a milspouse photographer? Be sure to check out the Location Guides for Milspouse Photographers blog series too! You can find other tips for moving your business on the blog too. Thanks for being here! 🤍