Budgeting and pricing can often feel like a minefield for photographers. While creativity may drive your business, it’s the numbers that sustain it. One of the most common issues I see is photographers underpricing themselves, either by omitting key line items or absorbing hidden costs that slowly erode their profit and the true value of their work.
Getting Your Pricing Right
First things first, are you charging enough? It’s not just about your shoot fee. You need to account for all the time you spend before, during, and after the shoot. If your pricing doesn’t factor these in, chances are you’re eating into your creative fee without even realising it.
A well-balanced proposal considers:
If you're unsure whether your proposal holds up, we offer a second-opinion review service to help ensure your budgets are competitive, accurate, and aligned with professional standards.
What Are You Not Charging For?
You may be surprised at how much work you’re doing that isn’t being billed. Here are some of the most commonly missed line items:
Pre-Production & Planning
Mood boards, PPM calls, shot planning, it all takes time and creative energy. This phase is crucial and should carry a fee, even if modest. If it’s not in the budget, it’s unpaid work you’re already doing.
Editing & File Transfer
Let’s be honest: editing a one-day shoot can easily take another full day (or more). Batch processing, colour correction, formatting, backup and delivery all require focus. Remember, when you’re editing, you’re not shooting. Value that time accordingly.
Location Recces
Whether done virtually or on-site, a recce is an investment in delivering a smoother shoot. Typically charged at a half-day rate, it’s still billable time. Budget for it with flexibility, but don’t skip it entirely.
Kit Hire (Yes, Even If You Own It)
Clients don’t know what you own versus what you hire. And frankly, they don’t need to. Your lighting kit and lenses all require periodic upgrades as well as wear and tear. It’s fair and standard practice to include kit hire as a line item.
Memory Cards & Hard Drives
Often forgotten, but essential. Backup during a shoot, usually to at least two drives, is standard, especially on live or high-pressure jobs. Group this under kit hire if needed, but make sure it’s covered.
Casting Models
Even when clients provide options, shortlisting, coordinating, and managing castings takes your time. Treat it like any other admin-heavy task, and add a fee.
Miscellaneous Expenses
Group and list out any potential production spend clearly, and always list what costs are not included.
Don't Forget: Production Reconciliation
After the job wraps, do you compare actual spend with your proposed budget? This is a brilliant habit to develop. It helps you understand where you’re consistently under- or over-budgeting and ensures production costs don’t creep into your creative fee over time.
Insurance & Risk Management
Finally, let’s talk about responsibility. As the lead on your shoots, you carry the liability. Your personal public liability and professional indemnity cover should be included in every quote. It’s not just about camera kit insurance. Especially if your shoot involves children, water, animals, or high-value sets, it's worth double-checking that your insurance covers you. If you need to adjust this, then add this cost to the budget.
If a client insists on using their own cover, you should request written confirmation and documentation. But it’s safer and more professional to handle this yourself. Budget it in, and protect yourself.
In Summary
Your budget isn’t just a quote, it’s a reflection of your professionalism, experience, and understanding of production. By pricing your time, skills, and risk fairly, you create room for sustainable growth, better margins, and more fulfilling creative work.
If you’re unsure whether your current cost proposals are serving you well, we’re happy to help review and refine them. Because being great at what you do is only half the job, getting paid properly for it is the other half.
