Starting a photography business from scratch can feel intimidating, but it’s more doable—and affordable—than you might think. In fact, you don’t need thousands of dollars or years of experience to get started. I’ll share my story of how I launched my photography business with just $160 and give you actionable steps so you can start your own for even less.

How it all got started: From Counseling Student to Photographer

When I first started my counseling practice, I was in need of some therapist-branded photos. I wanted images that truly reflected the warmth and connection of a therapy session. I scheduled a branding photoshoot in my clinical office, expecting pictures that would resonate with potential clients. What I got instead were coaching-style branding photos that completely missed the mark. None of them captured the feeling of safety and connection I wanted to convey.

That experience left me frustrated, but it also sparked an idea: there was a real need for therapist-specific branding photographers. Who better to fill that gap than someone who understood the industry inside and out? I admit that I had plenty of photography experience— I started when I was about 15 taking photography classes in high school and working in a dark room. I did portrait and nature/travel photography as a hobby in years past, so I generally knew my way around a camera and how to compose a shot. But, I had never run a photography business before. Even so, I decided to dive in and create my own photography business—starting with just $160.

Exactly How I Started:

Get a Camera:

At the time, I didn’t even own a camera. So, I started searching Facebook Marketplace for affordable options. I found a DSLR listed for $150 and negotiated it down to $125. It didn’t even come with a charger, as you can see in our messenger exchange when I bought it. But I had an old one from a camera I had years ago. So I just used that. (Most cameras - even used - will come with a battery and charger!)

That’s all I needed to get started. And you can find one for even less. I’ve seen a lot of good dslr’s for $75-$125. You just gotta look around!

Start Thinking About a Niche:

Being a counseling student and looking for therapist branding shots myself, I knew my niche were therapists who needed photos that spoke to their clients. I also recognized that I could practice my skills while helping my peers—a win-win situation. I approached my student union and pitched the idea of hosting a student event offering mini photoshoots. They agreed to fund the flyers for the event, so I didn't even have to pay the $5 for those.

You might not have a specific niche just yet, but that’s okay. If you want to do portraits, but not sure your specific clients yet, just start with your friends and a particular group will jump out at you eventually. It can be corporate headshots, engagement photos, fashion shoots, products, weddings, musicians, newborns, family photos, seniors, etc. You’ll figure it out, but it doesn’t hurt to start narrowing it down and see what your interest is if you don’t already know.

Start Practicing & Building Your Portfolio:

To build my portfolio, I offered free shoots to a few classmates. I have listed some of the free shoots I offered and the situation below. You can shoot pretty much anywhere and you get to find really creative spots/times to get some great shots! I used the images from these sessions to create flyers showcasing my work that I posted around campus and shared on social media.

Here are some images I took in some free shoots with friends to start getting practice and build my portfolio before even starting my business:

Get Ready to Take Clients:

Once I had literally just a few photos that I felt confident about, I was ready to start taking in clients. But I first had to figure out all the logistics of booking clients.

Find a location: I booked time with my student union to get approval to host the photoshoot events on campus. I did get some push back on this because I was planning to charge, AND it would be open to alum as well. I spoke with a few higher ups at the university and made my case that this is only open to counseling students and alum from this program, and because it was such a needed service (and I was charging so low for my time & services) that it was a gift to the university. They trusted me, let me do them, and I WAS RIGHT. Everyone profusely thanked me for offering this at such a low rate because it was so needed. It also made the university look a lot better because their students had more professional photos when applying for practicum and internship sites. Win-win-win.

Once I had approval, I reserved a vacant classroom (with great light) every Wednesday for a couple of hours. I planned to do outdoor photoshoots on the campus green, and once the weather turned cold/snowy I’d move indoors to the classroom. I also had two school intensives at a retreat center in the mountains, so I opened times for the low-residency students who would be flying in for those intensives. We shot outdoors in the beautiful mountain setting, and also indoors in a space I knew would be vacant during our meal and break times.

All in all, this gave me FOUR locations that would diversify my portfolio - Outdoors on the campus green, indoor in the classroom, outdoors at the retreat center, indoors in a meditation hall at the retreat center. This, along with the creative locations I did in my free shoots with frends really boosted my portfolio.

(I also had a staff member of the university approach me while I was shooting one day and asked for a shoot. She booked and paid on the spot, and we went to a wooded creek area near campus on the day of her shoot. So that gave me another location!)

Scheduling System: I then needed a way for people to actually sign up for the sessions. I had purchased a subscription for the unscripted photographers app (not affiliated, I’m not making commission, and this is not an endorsement. I’m just sharing exactly what I did.), which was $34.99/month. This allows you to schedule sessions, take inquiries, keep all of your clients and photoshoots organized, send contracts, and host client galleries that are downloadable. It’s overall a great app that provides a lot of tools and education. Plus gives posing tips which come in helpful for different types of shoots (not so much for therapist branding shoots or headshots).

The $125 for the camera and $35 for the unscripted photographers app is what brought me to $160 to get started.

However, I already had a website (the one you’re on now reading this), and added Acuity scheduling for $20/month so I could book photoshoots, therapy sessions, and coaching sessions. I wanted to have more control over my business because I have other services/products (courses, programs, and even a book!). But you do NOT need to do this to get started. The unscripted app (and I’m sure similar ones out there) have everything you need to start.

If you DO want to create your own system by building a website, it’s shockingly easy/cheap to get one up and running. (The Squarespace prices are: $12/year for a domain, $33/month for a website, $7/month for an email address, and you can add on a scheduler (like Acuity), a CRM to send emails, etc. I know there are cheaper and more expensive options. So it’s very accessible.)

Contracts & Payment: I also needed a way for people to sign the contract and pay the fee. I made the contract and fee part of the booking process. So you couldn’t reserve a time until the fee was paid and the contract was signed. This saved me the trouble of people taking a time slot, and then I had to track them down to get them to sign the contract and pay.

I made the contract the “terms & conditions” when scheduling in acuity. It was very easy to drop it in. You can also create contracts and send them through the unscripted app. They even have templates that are helpful if you don’t know how to write a contract.

Taking payments is also built into the unscripted app. I already had my payments system built in through my website. I offered payments through paypal, square, and stripe. They’re easy enough to set up, and if you’re only using the app, you just put your bank info in. (Some of my friends that I did the “free” shoots for also paid me via venmo, but that wasn’t an option for the public.) You get to choose however you want to accept payments. Just make sure you have it set up before taking clients - you want them to be able to PAY YOU!

The actual flyer I posted around campus. People started recognizing my classmates around campus as the students on the flyers!

Advertise & Get The Word Out:

Once everything was set up, I was ready to tell the world! I printed these flyers and hung them all over campus (literally taped them inside all of the bathroom stalls, bulletin boards, inside the elevators, everywhere. Then diligently took them all down when I was sold out!) The flyer had the QR code that took them to a sales page where they could book. (This is the exact sales page if you’re curious what info I included.) But you can direct people to wherever you’re scheduling appointments.

I also asked the academic advisors of the counseling programs to email the entire student body of that program. And I contacted the alumni coordinator of the school to send it out to everyone on the alumni email list. I also put the flyer in a social media post on the alumni facebook page for this particular program.

I was NOT SHY about telling everyone about it. I spread the word far and wide, and reached out to anyone I could think of to spread the word. A great lesson I learned is that if I’m not promoting my services, NO ONE is. So it’s 100% up to me to do it. Tell everyone you know that you’re doing photoshoots, and you’ll be surprised how supportive and excited people are. (I even told my financial aid advisor and she started telling others! Same with my therapist, who is an alum of the program so she told her friends.)

I became a mini-celebrity on campus as the one doing the photoshoots. And you can grow your audience/client base by just proudly putting your services out there!

I had started an instagram account, but don’t think I had any posts when I first started. So you definitely don’t need that to start, but can be fun and make you look legitimate if you have social media accounts. (I have one now! Follow me at @stillspacebranding)

Book Shoots & Make $$$$

Now it’s time to BOOK BOOK BOOK! I booked 60 shoots in the first week that I had the flyers up and the calendar open. It booked so fast through the end of the year that I had to shut it down and mark my sales page as sold out! I charged $50 for current students and $80 for alum. It was only open to counseling students, which I made clear on the flyer and website. But one religious studies student slipped in since I didn’t have a verification system. I wanted to have a portfolio with ONLY therapists since that’s all I plan to shoot going forward.

My mini-sessions were insanely affordable: $50 for current counseling students and $80 for alumni. Because of this, the demand was overwhelming. In the first week alone, I booked 60 shoots: 34 students at $50 each and 15 alumni at $80 each (plus 11 I did in exchange for a stellar testimonial). That’s $2,900 in revenue!

With my $125 DSLR, free flyers from the student union, and a $34/month subscription to the Unscripted photography app (which I used for booking, payments, contracts, and galleries), my total costs were minimal. After expenses, I made a $2,740 profit that first week.

Here’s a breakdown of my sales and expenses:

Income:
$0 - 11 free photoshoots of classmates before starting.
$1,700 - 34 Student photoshoots at $50
$1,200 - 15 Alum photoshoots at $80
————
TOTAL SALES: $2,900 (in the first week!)

Expenses:
$125 - Camera
$35 - Unscripted app
————
TOTAL EXPENSES: $160

PROFIT: $2,740

Deliver Quality Experiences & Products (& Get Those Reviews & Testimonials!!!!)

Once people booked, I then had to actually deliver a quality experience and product!

Communication before the shoot: Once people booked a shoot, I had an auto-response that included a pre-shoot client guide for them to download. This included information like what to wear, what to expect, why I’m offering these mini sessions to counseling students, where to meet, etc. Just anything I could think of that a client might want to know before the day of the shoot. I created this on canva.

I then had an email drip campaign set up (if you’re not familiar with a drip campaign, it’s simply sending auto-emails on specific days leading up to the shoot). I had a week out reminder email with the pre-shoot guide attached. A 3 days out reminder, and a day before reminder. For those doing shoots in the classroom, I sent a reminder text (from a free google phone number I set up for my business) the morning of letting them know they needed their student ID to get in the locked building and the room number.

The Photoshoot Experience: I was really nervous leading up to the first day of my shoot because I wanted the experience to be magical for my clients! In the days leading up to my first shoot, I scoped out specific spots outside on the green that could be good for posing. I came up with about 5-10 spots on the green that were perfect. Some I never used because of the position of the sun, and some I used every time. I researched poses that would work for this niche, and I planned the information I would tell them at the beginning of the shoot, and additional information at the end. The flow went pretty much like this:

Pre-Photoshoot: Put up a large whiteboard with instructions for clients to wait at a designated spot since I had back to back sessions and was all over the green at different spots. I also had a mirror available at the table so people could check their hair and add some lipstick.

I had a small whiteboard and some markers/eraser on the table, and had them write their name on it. The first picture I took with anyone was them holding that up, so I MADE SURE I had the right name with the right person. Some days I did 10+ photoshoots, and couldn’t keep all the names straight. Since they wrote their own name, it also ensured I would spell it correctly. I also got a feel for their smile before we started.

I would then ask about their outfit choice(s). Some had multiple scarves, some wanted to put on a jacket for some shots, some had hats they wanted to wear some of the time. One person had transition lenses in their glasses, so brought two pair we would trade out if they got too dark. Others had props - specific books, mala beads, a favorite mug, etc. We briefly went over what they brought so I knew what they wanted in their shoot.

A side note on this - for regular full photoshoots, a conversation about brand stories is included. The only reason I didn’t have this before these is because I offered mini-sessions to start. Back to back 15-min sessions that didn’t include brand stories, but got them about 30-60 photos in the 15 minutes. My regular shoots have planned out brand stories we want to convey, and the outfits/locations/props to match.

I then went over some basic information before starting - Had they ever done a photoshoot before (to measure their comfort level), tell them how I like to work (show them the pose and then they mimic it so they don’t have to figure out how to pose, which can be so awkward!), the different facial expressions I was looking for (beaming smile, soft kind smile, and serious neutral face), and where to look (directly into the lens for therapy brand photos so we connect with the client). I also asked them if I could touch them to fix a hair out of place or clothing folded weird. Always get consent! (I also asked again before actually touching them.)

This info put people at ease, helped them know what to expect, and let them know that I would guide them the whole time.

During the shoot: We then got started on the 15 minute shoot! I made sure everyone felt comfortable, and guided them with different poses. I encouraged them when they felt nervous, cracked jokes, talked a LOT so they’d be a little distracted because they were listening to my stories. Usually people had forced awkward smiles at the beginning, but before long their natural real smiles came out.

When posing people, I would get them in the right position (legs crossed this way, hands here, looking this way, tilt your head, soft smile, etc.) and then I would adjust their clothes/hair AFTER in the position. This could be anything from a fly down to a top accidentally showing too much cleavage, to simply a hair sticking out (all real examples). Your clients can’t see themselves, so it’s up to you as the photographer to fix everything you see!

I asked each client if they had specific poses they wanted to make sure and get. One wanted a head thrown back in laughter shot. We got it. One wanted a meditation pose. One wanted a dancing shot. One wanted to roll around on an exercise ball goofing around. We got them all. Get creative, and let your client’s personalities shine! Asking if they have poses they want is a really nice touch to incorporating them into collaboration during the shoot.

Post-Photoshoot: I always ended with a pose where the client has their hand over their heart and takes some deep breaths. These are great shots, and ends the session on such a sweet and grounded note! I always ask them how they feel afterwards, and then they get to share a little about how the experience went for them. Even the most nervous ended with feeling good by the end of the shoot!

I then tell them what to expect next: Your photos should be ready in [X timeframe]. You will get an email from [X] email address so check your spam and reach out if you don’t see it in the timeframe. When you get your link to your gallery, download everything right away. They’re only guaranteed to be available for [X timeframe]. If you use the images on social media, give me a tag for the first use so people know it’s my work. And if you had a positive experience, you’ll get a link to leave a review if you want.

I then ask to give them a hug and tell them what a great job they did! And on to welcoming in the next client!

Communication before the shoot: I send an email the day after the shoot thanking them for the fun experience, and sending a link for a review. Then I’d send them their link to the gallery after it was edited and uploaded, with another link to review if they hadn’t already. If they do leave a review, I send an auto-email thanking them for the kind words the day after the review.

Of course you want all of your shoots to be spectacular and a great experience for your clients. Unfortunately, not all of them will. I had a few people who were so guarded that even as I was talking and telling jokes, they refused to smile and never dropped their guard and were stiff of scowling the whole shoot. I just did the best I could for their pictures and tried to capture them in as flattering of a light as possible. One client didn’t show and didn’t want to reschedule. One client said he wanted a nap, and when I told him his scheduled time was the only spot I had available for him, he walked out halfway through to go take a nap. He didn’t get pictures, but he didn’t get a refund either. I have another friend who is great looking, but our shoot in the mountains happened during a snowstorm, so we were both squinting hard and his pictures came out terrible.

You just do you best to make the experience as good as possible, and know that not ever shoot will be the best experience for everyone. And that’s okay. You will be a better photographer because of it. (Hey, I now know how to shoot in a snowstorm!)

Grow Your Brand & Company

Once I had these initial shoots, I was super confident that I could make money, shoot good photos, and knew how to cater it to the therapist branding experience. So it was time to go to the next level! (I also vowed to NEVER offer such cheap shoots ever again! It was SO SO SO much work for $50. I was paid in experience, but now I need to get paid for real.)

Because my niche is therapists, I focused on growing in three main areas:

Therapist clinics where I could reach a group of therapists at once. For these I had a special package pricing for therapy clinics with X number of therapists. (Base price plus a discounted price per person, and their whole company got headshots.) A lot of clinics like to have regular trainings for their therapists and interns, so I reached out to offer a workshop talking about therapist branding and how professional branding photos can help, and then offered my services to the clinic.
Therapist communities in other cities. I had a few trips planned throughout the year to some major cities, so figured I would reach out to therapists I knew there and book out some shoots. (I also then could claim the trip costs as a business expense.)
University counseling programs. There are so many schools out there with MA counseling programs, clinical social worker programs, or any other related field. I approached schools (there’s like 5 in the Denver area alone) and offered to lead a workshop in their career department or offered a student discount. This is such a needed service, so schools were happy for me to come in. (If I traveled to universities in other states, those travel expenses could also be claimed on my taxes.)

You get to grow your business however you want. But once you have the basics down, you’re ready to expand!

Additional Expenses to Plan For:

Plan for other expenses along the way and as you grow (which you'll have money for with profits like these!). Here are some of the other expenses I've had for my photography business:

Camera Upgrade (from a dslr to a mirrorless) = $500 (used) - $2,000-ish (new) (you can definitely find used ones!)
Website: URL = $12/year, Website = $33/month (I use Squarespace for both)
Scheduler (I use Acuity) = Free (Calendly has a free version) or $22/mo
Lightroom for editing images = Free or $10/month for more features. I started with the free version.
Canva to make your client guides, pricing guides, or other documents to provide to clients, social media templates = Free version, or $12.99/mo for pro (we have a free subscription through my university as students, so see if you have any kind of discounts like that).
Other miscellaneous expenses as you grow:

Props! Maybe you want a specific set of chairs, a photography room set up in your house, or specific signature props your clients love (coffee mugs are a great go-to prop!). I also like to have a couple of wardrobe pieces that anyone could throw on for a new look - some scarves, a couple cardigans, a blanket they could wrap up in, etc.
Travel expenses if you plan to expand your business to other areas or visit other cities like I do.
Payment processing fees - these sit about 3%, so if you're paying more, shop around. But as your profits grow, this is going to grow too. Same with taxes! Don't forget to set aside about 20% for federal taxes and whatever percent for your state taxes on top of that. You can pay annually or quarterly as a small business.
Speaking of being a business... don't forget to register your company with your secretary of state. You can start different types of businesses, but I went with an LLC. This was only $50 in my state and I already had an established LLC, so this wasn't a part of my startup costs. But other states can be much higher ($350+). So plan to budget for that and your annual business dues ($25/yr in CO).

Expenses passed on to client:

Some travel expenses. Most photographers have a "range" and if clients want them to come outside of that range, they will charge travel expenses. If I'm going to a different city and have a bunch of shoots booked in that city, my business pays those expenses.
Hair & makeup artists (I had my makeup done in a sephora in paris for a shoot once and bought some press on nails in the store.) It doesn't have to be too expensive, but professional makeup helps. It's good to have a couple in your area to refer clients to.
Rented spaces - there are lots of photography studios that have wonderful spaces for photographers to rent. This usually is paid for by the client. Many therapists have their own clinic space, but also can do outdoors/in public. So it depends on your client's needs. But if they want to rent a space, they can find a photography studio rental, an airbnb, or another rental space. There are plenty out there.

Starting Your Photography Company:

As you can see, starting a photography business doesn’t have to cost a fortune. Here are the key steps you can take:

Get a Camera: Find a cheap, good, used one on facebook marketplace or craigslist. I started with a dslr and it worked great for my needs to start.
Start Thinking About a Niche: You don’t have to have it all figured out, but it helps to know what kind of photos to build your portfolio with.
Start Practicing & Building Your Portfolio: Ask around, just to get some practice. Ask your friends, family, neighbors, the mailman, anyone to get some experience. Most people are excited for the chance for some free photos.
Get Ready to Take Clients: Figure out locations, a scheduling system, taking payments, and sending contracts.
Advertise & Get The Word Out: Put up flyers around town, reach out to people who can spread the word, post it in groups on facebook, put up social media posts on instagram/tiktok/pinterest, walk in to coffee shops/libraries/book stores/yoga studios and ask if you can hand a flyer up, whatever you need to do to reach the people who will sign up.
Book Shoots & Make $$$$: Track your income and expenses. Consider offering mini-sessions for low cost to start. More people will sign up, and you’ll get a boost of confidence and experience (plus, build your portfolio quick)!
Deliver Quality Experiences & Products (& Get Those Reviews & Testimonials!!!!): Have a process that makes it easy for the client to just show up and smile. Answer all their questions in advance, communicate clearly, and ask for reviews after giving an amazing experience.
Grow Your Brand & Company: Once you have some experience and confidence, now it’s time to EXPAND and make a name for yourself as a photographer!
If I could start my business with just $160, you can absolutely start yours for less. Your creativity, determination, and willingness to learn will be your biggest assets. So, what are you waiting for? Get started today, and you might just be surprised at what you can build!

Ready to Elevate Your Brand?

If you’re a therapist looking to elevate your therapy practice with a branding photoshoot that truly reflects who you are? Let’s create images that capture your unique therapeutic style, build trust with potential clients, and showcase the warmth and safety you offer. Book your Therapist Branding Photoshoot today and take the next step in connecting authentically with the clients who need you most.

BOOK YOUR THERAPIST BRANDING PHOTOSHOOT WITH SARAH HERE

Or, if you’re ready to take the leap into entrepreneurship, check out my Abundant Soul-Aligned Biz coaching program to get the support and strategies you need to start your dream business.

HELP ME CREATE THE BUSINESS OF MY DREAMS IN THE "ABUNDANT SOUL-ALIGNED BIZ" PROGRAM