Business Administration

Marketing Plan for

RANDA ALQARYOUTI

STUDIO
A-Executive Summary
Families need photographs to capture the special moments of their lives. Families of
professionals are busy, and if too much time goes by between photos, these moments are lost
forever. Babies, especially, grow fast and parents need photos of them several times a year.

While nearly everyone has a camera for snapshots, people need professional quality photos
when they will be shown to an important audience, and when people want to be seen in the best
light. The Internet has expanded the use of photos, making it possible for anyone to send them or
to publish them for wide viewing.

Professionals often have business needs for high-quality photos, and through this familiarity,
they acquire a taste for them. When these professionals need photos to preserve memories, or to
display family photos when they entertain at home, they have the budget and the desire for
similarly high-quality photos. Just as they appoint their homes with fine furniture and
decorations, the photos on their walls need to exhibit their standards of quality.

Most people use professional photo studios only on rare occasions, such as weddings, yearbook
pictures, or baby portraits. Because the client has to initiate the call, many special moments are
lost and the studio loses potential business. Photo studios generally charge a large fee for CDs of
their clients' digital images. For these reasons, most photo studios are rarely used by families as a
whole.

This photography business plan shows how Randa Studio will meet the needs of professionals
and their families to capture the special moments in their lives and present them in the best
light. We will establish a relationship in which we initiate the calls to keep their photos up to
date. Digital files of their photos will be available for free by e-mail, or with a nominal fee for
CD.  Because of our relationship with the families, when something big like a wedding comes,
there's no place else they would go.

Randa studio will grow at an annual rate of over 40 percent by targeting families of professionals
with newborn babies for baby pictures and then developing a relationship with the client over the
years for ongoing photographs. The funding requested in this plan is projected to result in a
comfortable annual net profit by Year3 The opening of randa Studio will mark a
change in the way professional photography is delivered.  Rather than being a rare place to visit,
this photo studio will be a fun part of a family's lives, helping them capture special moments and
share them in a digital world.

Mission
Randa Alaqaryouti Studio helps clients preserve memories and portray themselves in the best
light. We thrive on repeat business by developing relationships with our clients and calling
them with timely reminders for new photos. We make professional quality photographs easily
available in a digital format. We do this by using a pricing structure that makes our digital
photographs a household staple and by making it fun for them to come here or to have us in their
homes.

Vision
Beginning with the core inspiration for sharing our service to expand our impact.
To accomplish this vision we will:
The vision of Randa Alaqaryouti Studio We have a concise vision and mission in view and that
is: To become a world class photography brand and to be amongst the top 5 leaders in the
photography trade in Palestine To make top notch photography services available to a wide
range of clients that cuts across different classes of people at affordable price.

To provide innovation, creativity, support, and networking opportunities to build thriving and

successful photography businesses.

Objectives
In addition to livelihood, we’re in this business for the enjoyment of
photography and having fun with people. We want to keep it simple.

Our objectives are:

 To develop systems of production for each product category that are easy to replicate
with new clients to keep it simple and fun.

 To have a client relationship system and call plan that will keep us on top of each of our
client's scheduled needs at all times.

 To produce beautiful, high-quality storytelling images and videos.

 To work closely with clients while bringing our own creative vision to projects.

• To create a well-rounded, unique and attractive body of work in order to draw in clients
with similar styles and creative values.

• To serve our community and region through visual storytelling while continuing to work
towards our goal of becoming traveling destination wedding photographers
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B-Target Audiences:
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SWOT Analysis :
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Core Values:
QUALITY

We are committed to providing high-quality services & products and deliver results
faster than any of our competitors. We meet the mutually agreed-to requirements the
first time and strive for continuous improvement of our work processes.

HAVING FUN(JOY)

We strive to make the process easy, simple and fun! You’re probably shaking your
head, but 9 out of 10 clients say “Randa did a fantastic job of making me feel
comfortable and confident! I ended up with a photograph that I absolutely love and
even better than I could have imagined!” And that’s our little secret, having fun
during our sessions.

Professionalism
We are committed to maintaining the highest standards of excellence while respecting
others and positively influencing those around us.

Education
We are committed to providing quality, top-notch photography education promoting
continuous improvement and professional growth.

Collaboration
We are committed to working together to support the growth and development of all
members through sharing of information, skills, and knowledge to achieve success.

Fellowship
We are dedicated to the enrichment of our profession, serve as a benchmark for
professional photographers, and have fun in the process of working together.
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Goal Setting
Personally, I’ve started the year with more focus than ever before.

I know it’s a bit of cliché to do this at the start of a new year, but there are things I
want to do differently this year so I’ve created specific goals for my work and
personal life that I hope will help me achieve this.

I’ll admit. It’s taken a while for me to get to love goal setting. I’ve been in business
now for almost six years, and I haven’t always set goals. I’m as guilty as the next
person of letting time slip between my fingers, and then wondering where on earth
the year went!

But, slowly but surely, having educated myself on this topic, and with the helpful
nudge of my business coaches, strategic goal setting has become more apparent to
me as the key to success in business

I am planning a photography exhibition next years, with proceeds going to a local

charity, and want to have the event featured in your local newspapers and on local
radio in order to drive footfall to the event.

GOALS :
Business Goals

1. Brand Awareness

Analytics to Track:

 Increase Engagement
 Followers
 Likes
 comment

Example of S.M.A.R.T. Goal:

Gain 1,000 instgram followers by the 3 month.

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2. Enhance Public Relations

Analytics to Track:

 Improve Relationships
 Mentions
 Ratings
 Reviews

Example of S.M.A.R.T. Goal:

Gain 10 5-Star Reviews on Google in three months.

3. Driving Sales and Leads

Aspects to Track:

 Increase Web Traffic

 Click Through Rate
 Call To Actions

 Landing Pages

 Example of S.M.A.R.T. Goal:

Average 5% Click Through Rate on Tweets by end of yea

4. Increase my output and revenue this year

5. Increase my monthly output by 10% (attainable) and revenue by 20%
(based on output goals) this year.
6.  Identify inefficiencies in my work product and modify process so that
I can successfully increase my output and revenue this year.
7. Increase my output month-over-month by at least 10%,
with the goal of increasing revenue by 20% by the end of
the year.
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8.Increase social media traffic by 5% by the end of February 2021.

9.Increase the conversion rate of enquiries coming from our

Facebook page by 2% within the next 3 months.

10. “I will increase my number of photo shoots to 20 each month in 3

months by spending an hour a day searching for new leads.

Personal Goals:
-Living a vibrant and healthy life
-Having an involved, active spiritual/religious
-Having a circle of trusted friends
-Having a healthy mental and emotional mindset
-Being part of a loving family

SMART GOALS IN PRACTICE

Each year, I set goals for my business, for my relationships and personal health, just
like many of us do. But a lot of us don’t follow through because they are either too
vague or unattainable.

So, I write down my big, yearly goals, and then I break those down into more
achievable, smaller, 90-day goals. Subsequently, those get broken down into monthly,
weekly and daily goals. 

Here is an example of a goal I achieved recently:

I have relatives and friends who live far from my area, Nablus, and I wanted to visit
them. I also wanted to shoot a wedding in the scenic landscape. Knowing exactly
what I wanted to do made my goal specific and therefore a lot easier for me to work
towards.
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I contacted some studios and did my work. She also offered to film editorial
campaigns as a way to find work in front of the local audience. I started tagging all
my Instagram photos with "wedding" and showing them to the world at every
opportunity.- and publicly told people about my goal.

After only a few weeks of setting a goal, I was able to communicate with a couple
from the same area where I filmed a wedding photograph inside of which they told
me they loved my job. They were getting married in their town and they wanted
pictures of the fjords and mountains. It was a dream come true.

The wedding was everything I dreamed of, even making life-long friendships.

I achieved my goal and was amazed at how quickly everything happened. It's amazing
what you can do when you set a specific goal by presenting it to the world and sharing
it with people.
I rewarded myself for this work because I did a hard and difficult job and I need
reward from myself for continuing my work with love and creativity.
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MARKET ANALYSIS

I. Customers (Market) — Our target audience are young, hip engaged couples. Our

innovative style and workflow makes us attractive to these couples.

III. Competition — With a growing number of visual storytellers becoming self-

employed wedding photographers and with the convenience and easy access of digital
photography, the wedding photography market is becoming extremely

competitive. Additionally, with the increasing popularity of iPhones and iPads, we

encourage our clients to ask their guests to refrain from taking iPhone photos in order
decrease our competition while shooting their wedding. We ask this in order to make
it as easy as possible for us to capture their wedding day.

IV. Competitive Advantages and Disadvantages — By offering services in both

wedding photography and videography, as well as hybrid packages containing both
services, Shelley Owens Visual Storytelling stands out from others who typically only
offer

services in either/or. Additionally, a customizable “build-your-own” package system

offered alongside set packages is appealing to many customers on tight budgets.

V. Sales Projection — In 2019, the gross income generated from 37 weddings

and 50 portrait sessions was approximately $34,600. Expenses for business upkeep
were

estimated to be $5,000, leaving a net profit of $29,600, approximately. In 2020, with a

41.6% price increase from the previous year, 26 weddings on the business calendar as
of April 2015, and 50 portrait sessions estimated, the business is expected to generate
$49,000. After expenses, estimated to be $10,000 in 2015, this leaves a net profit of
$39,000.
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MARKET STRATEGY

Through developing client relationships, we will encourage word-of-mouth

advertising to reach new clients. Additionally, by utilizing social media and our
website, we will post frequent updates and new photos and videos for new and old
clients alike to see and share with their friends.

Marketing Materials
Ways to reach our target market:

 Website/online marketing

 Business Cards

 Wearing promotional items as conversation starters

 Direct Mail

 Email Campaigns

 Newspapers

 Radio Ads

 Cable TV - Searchlight

 Pet Stores

 Pet Adoption Centers

 Schools/booster clubs

 Other Sports clubs

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Unique SELLING Proposition

Our Unique Selling Point; What Makes Our Photography Company Superior to Our
Competitions
Our unique selling point as a photography company is that we are not only going to
operate a standard photography studio in palestine, but we will also engage in outdoor
photography. Aside from that, we will be one of the few photography companies in Las
Vegas that has a standard children’s photography studio.
Another unique selling point that will give us leverage in the market is that we will ensure
that we sign contracts with parents to become the official photographer of the children.
For example, if we sign any contract with an expectant mother / parents, it means that at
least we will cover the child / children from birth to their one year birthday and then
present a photo album / photo book to them at the end of the one year contract.
It is a way of giving them a long lasting memory of their first 12 months on earth. We
will always give them the room to renew the contract; perhaps to continue to cover and
document every milestone they achieve.
Benefits Our Client Stand to Gain When They Patronizes Our Photography Services
We are set to become one of the leading photography brands in the Palestine hence we
will do all we can to ensure that anyone who patronizes our photography services will
always look towards doing business with us again and again. Our ultimate goal as a
photography company is to give all our customers long lasting memories that they will
never forget.
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In view of that, here are the benefits our customers and potential customers stand to
benefits when they patronize our photography services:

 Good quality and long lasting pictures (picture frames, photo albums and photo
books et al)
 Opportunity to request for a reprint of their pictures irrespective of the year the
picture / pictures was taken
 Good value for their money
 Our Market Goals

We are in the photography not only to make money, but also to ensure that we give our
highly esteemed clients memories that they will cherish for a life time. This is why all the
strategies that are contained in our business plans are geared towards giving our clients
the desire to want to keep coming back to us when they are in need of a professional
photographer.
In view of that, we are set out to achieve the following market goals:

 Generate a total sale of 250,000 US dollars within the first year of launching our
photography business
 Generate a total sale of 1,000,000 US dollars within the third year of launching
our photography business
 Become the official photographer of 50 percent of our first time clients

What we aim to achieve from our market efforts are as follows:

 Become the number one choice when it comes to children’s photography in

palestine
 Become the number one choice when it comes to wedding photography in
palestine
 We want to build a self – sustaining business that will contribute to the growth of
the economy in palestine.

Strategy Pyramid
Our strategy is to become an indispensible, recurring family expense by
developing long-term relationships with clients and taking the initiative to to
call them when it's time for new pictures.

Our tactics include:

 Using individual photos as gateway products to our programs of

ongoing photos. Programs include:
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Targeting Baby Pictures: By correlating public records of births with zip

codes of target families, we will solicit baby pictures. Baby pictures can be the
gateway to our programs of ongoing pictures for the baby and the whole
family.

Web Site: Our website will offer free CDs with digital images of photos taken
for high school senior photos. Many families who order senior pictures haven't
established a relationship with a photo studio for other pictures.

 Developing long-term relationships through personal connection and

programs  for calling for appointments when they're due.  Programs
include:

Annual Portrait Program: We take the initiative to schedule the annual

portrait and we replace it in last year’s frame while saving last year's photo in a
portfolio.

Baby Picture Program: We arrange pictures of the baby at 1 month, 3

months, 6 months, 9 months, 1 year, 18 months, 2 years, 2½ years.

Child Portrait Program: We arrange a portrait of the child at 3 years, 4 years

and 5 years, or until the child begins to be photographed annually for school
pictures.

Capturing Memories Program: We arrange an annual portrait of the family

and individual picture of each member of the family. Photos include pets and
the house and grounds, if desired.

 Soliciting referrals from the friends and neighbors of our clients.

Specialty Advertising: Giving away interesting promotional products that are

cool enough and inexpensive enough to ask them to give others away to their
friends.
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Competitive Edge
Our competitive edge is that we provide not only a photograph, but a program
of ongoing portraits to capture the special moments in a family's life. We then
make the digital images of their photos easily and affordably available for
distributing on the Internet.

Positioning Statement
For female professionals and wives of professionals with children who need to
capture their growth and special moments and share them with wall portraits
and the Internet, we have a program to remind our customers when photos need
taken so these moments aren't lost. Unlike our competition, we take the
initiative to make these calls and include inexpensive CDs and free emails of
their digital images.

Pricing Strategy
Our prices are competitive with other high-quality professional photographers
in the area, but digital files are delivered affordably by CD or free by
email. Our value added is in our programs of calls to capture the growth of the
family.
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