Table of Content

    Do you want to start a pet photography business?

    Are you planning to start a pet photography business? Pet photography is a fun yet highly profitable business venture that is gaining momentum in the recent times. Having the love for pets and good photography skills forms the basic foundation for starting this business. According to a 2011-2012 survey by the American Pet Association, 62% which is 79.2 million American households own a pet. An increasing number of pet owners wishing to have portraits of their pets has been witnessed in the recent years. With a good business plan and strategy in place, you can definitely reap good revenue from pet photography.

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    Executive Summary

    2.1 The Business

    The Pet Photography business will be registered as Pets Port Inc. and will be situated in Houston, Texas. The business will be owned by Paula Grace who is an experienced and award winning photographer.

    2.2 Management Team

    Prior to starting a pet photography business, Paula Grace worked as a professional photographer for many years. She has in-depth photography skills having worked in numerous companies and award winning productions as a photographer for over 15 years.

    2.3 Customer Focus

    Paula deeply understands how the pet photography industry works and for this reason, she has the right strategies in place to target her customers who are primarily pet owners interested in having their pets professionally photographed.

    2.4 Business Target

    Paula Grace knows where to concentrate her marketing efforts in order to target the appropriate customer segments. Her target is to reach out to markets that will maximize revenue for Pet Port Inc.

    Pet Photography Business Plan - 3 Years Profit Forecast

    Company Summary

    3.1 Company Owners

    Paula Grace is an experienced animal photographer with a career spanning almost two decades. During the her career, Paula worked for various high profile U.S. photography businesses and offered her expertise on various projects. She is also an award winning photographer recognized for her immense talent and contribution to the industry.

    3.2 Aim of Starting the Business

    Paula decided to begin plans of how to start a pet photography business after realizing the increasing demand from pet owners who wish to keep portraits of their pets since they’re considered to be part of the family. With a large population of pet owners in Houston, this was definitely a great location for the business.

    3.3 How the Business will be Started

    Pet Port Inc. will begin operations after a comprehensive market research has been done and a SWOT analysis completed. In this pet photography business plan, Paula Grace has worked closely with financial experts to come up with a detailed financial plan.

    Pet Photography Business Plan - Startup Cost

    Start-up Expenses  
    Legal £3,000
    Consultants £5,000
    Insurance £12,000
    Rent £15,000
    Research and Development £14,000
    Expensed Equipment £9,000
    Signs £4,000
    Start-up Assets £0
    Cash Required £80,000
    Start-up Inventory £43,000
    Other Current Assets £23,000
    Long-term Assets £8,000
    TOTAL ASSETS £23,000
    Total Requirements £25,000
    START-UP FUNDING £90,000
    Start-up Expenses to Fund £30,000
    Start-up Assets to Fund £20,000
    Assets £16,000
    Non-cash Assets from Start-up £8,000
    Cash Requirements from Start-up £0
    Additional Cash Raised £43,000
    Cash Balance on Starting Date £20,000
    Liabilities and Capital £0
    Liabilities £0
    Current Borrowing £0
    Long-term Liabilities £0
    Accounts Payable (Outstanding Bills) £0
    Other Current Liabilities (interest-free) £0
    Capital £0
    Planned Investment £0
    Investor 1 £15,000
    Investor 2 £20,000
    Other £0
    Additional Investment Requirement £0
    Loss at Start-up (Start-up Expenses) £50,000
    TOTAL CAPITAL £54,000
    Total Funding £100,000

    Services for Customers

    Pet Port Inc. plans to offer a wide variety of products and services to its clients in order to increase its competitiveness. Starting a pet photography business should involve a careful selection of products the business will offer to make it stand out. Paula Grace intends to focus her energy on providing unique, creative and high quality products and services. Anybody planning on how to become a pet photographer must think of how to diversify their range of services to attract more clientele to the business. Pet Port Inc. is definitely well positioned to offer quality services because the owner, Paula Grace has extensive knowledge of how to do pet photography for a diverse range of clients. The following are products and services that will be offered by Pet Port Inc.

    • Formal studio portraits where pet owners bring their pets to the company’s studio equipped with latest photography technology and lighting equipment for the best shots
    • Location portrait session where photographing the pet is done from home or a select location chosen by the pet owner
    • Holiday pet photography where Pet Port Inc. organizes for special pet photo shoots during special holidays such as Christmas, Easter and Thanksgiving.
    • Pet photography consulting and advisory services

    Marketing Analysis of Pet Photography Business

    In today’s world, pets are increasingly holding a special place in households across the United States. According to statistics, most people aged between 26 and 70 keep at least one pet in their household with the pet being treated as a family member. In the U.S. alone, pet owners spend around £26billion annually on pet gourmet food, healthcare, specialty items and cosmetic services. With these trends, it’s definitely a great idea to start pet photography business and capitalize on the increased hype. In this business plan for pet photography, Paula Grace has done a comprehensive marketing analysis for Pet Port Inc.

    5.1 Market Segment

    For Pet Port Inc. to meet its revenue targets, the pet photography business has identified the market segments it needs to reach out to. This is important to help the pet photography business to know where to focus its energies.

    Pet Photography Business Plan - Market Segmentation

    5.1.1 Pet Owners

    Pet owners are nowadays investing a lot of money to take care of their pets and ensure they are comfortable. This has seen an increased spending on pet related services among them pet photography. Houston is a large city with thousands of pet owners making it one of the most lucrative market segments for Pet Port Inc. given the mass market of pet owners, the business must find strategies of positioning itself strategically to connect and market directly to pet owners. If well tapped, this target market alone can exceed revenue expectations for the business.

    5.1.2 Pet Related Businesses

    There are many businesses in Houston and its environs selling different kinds of pet accessories. Forming partnerships with pet specialty shops will be of immense benefit to Pet Port Inc. as these businesses receive a large number of pet owners who they can then refer to Pet Port Inc. for pet photography services. This is a great strategy the business can use to expand it coverage area and target more clients.

    5.1.3 Households

    Houston has a huge number of households that keep pets. How to grow a pet photography business depends on how well you connect with local households which are an immediate revenue source for the business. Despite the fact there are other pet photography businesses, there are still numerous opportunities for the business to tap into.

    5.1.4 Pet Zoos

    Pet zoos are an important target market for Pet Port Inc. since they keep a large number of pets and can therefore, be in need of pet photography businesses. The advantage of pet zoos is they can offer bulk photography orders which generates a huge amount of revenue for Pet Port Inc.

    Market Analysis
    Potential Customers Growth YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 CAGR
    Pet Owners 30% 14,000 15,000 16,000 17,000 18,000 8.00%
    Pet Related Businesses 20% 10,000 11,000 12,000 13,000 14,000 10.00%
    Pet Zoos 25% 12,000 13,000 14,000 15,000 16,000 12.00%
    Households 25% 13,000 14,000 15,000 16,000 17,000 14.00%
    Total 100% 49,000 53,000               57,000 61,000 65,000 10.00%

    5.2 Business Target

    Pet Port Inc. is fortunate to set up shop in Houston which has a wide target market to explore. There are still unexploited market segments the pet photography business can focus on. The business hopes to achieve an annual sales growth of between 20%-25% in the first three years of operation.

    5.3 Product Pricing

    When starting your own pet photography business, it is good to do market research and come up with a realistic but profit-oriented pricing strategy to steer the business towards success. In the case of Pet Port Inc. pricing will be determined after a comprehensive market research has been done to determine how much competitors are charging.


    Pet Port Inc. plans to come up with a structured and effective marketing campaign to reach out to its customers. How to be a pet photographer and be successful begins with implementation of creative marketing strategies in order to realize business success.

    6.1 Competitive Analysis

    Pet Port Inc. has done a comprehensive market research to identify the best strategies to survive in a highly competitive field and remain relevant in the industry.

    6.2 Sales Strategy

    For Pet Port Inc. to advertise its products and services to customers, the following sales strategies will be implemented to help the pet photography business achieve its goals.

    • Introduce the pet photography business by sending introductory letters and business brochures to the intended target markets
    • Drop pet photography business handbills to public facilities in locations and neighborhoods with several pet owners
    • Advertise the business on the internet using channels such as Social media platforms i.e. Facebook, Twitter and Instagram. Open a blog for the business and join pet related forums
    • Create a basic but search engine optimized website to boost online presence
    • List the business on directory listings such as the yellow pages
    • Advertise the business on local print and broadcast channels such as newspapers, radio and television.
    • Encourage word of mouth marketing especially through referral marketing

    6.3 Sales Forecast

    Pet Port Inc. has come up with a detailed sales forecast to steer the pet photography business to growth.

    Pet Photography Business Plan - Unit Sales

    Sales Forecast      
    Unit Sales Year 1 Year 2 Year 3
    Formal studio portrait 180,000 190,000 200,000
    Local portrait sessions 160,000 170,000 180,000
    Holiday pet photography 140,000 150,000 160,000
    Pet photography Consulting 120,000 130,000 140,000
    TOTAL UNIT SALES 600,000 640,000 680,000
    Unit Prices Year 1 Year 2 Year 3
    Formal studio portrait £200.00 £220.00 £240.00
    Local portrait sessions £170.00 £190.00 £210.00
    Holiday pet photography £140.00 £160.00 £180.00
    Pet photography Consulting £110.00 £130.00 £150.00
    Formal studio portrait £200,000 £220,000 £240,000
    Local portrait sessions £170,000 £190,000 £210,000
    Holiday pet photography £140,000 £160,000 £180,000
    Pet photography Consulting £110,000 £130,000 £160,000
    Direct Unit Costs Year 1 Year 2 Year 3
    Formal studio portrait £2.00 £3.00 £4.00
    Local portrait sessions £1.60 £2.60 £3.60
    Holiday pet photography £1.00 £2.00 £3.00
    Pet photography Consulting £0.80 £1.80 £2.80
    Direct Cost of Sales
    Formal studio portrait £170,000 £190,000 £210,000
    Local portrait sessions £130,000 £150,000 £170,000
    Holiday pet photography £100,000 £120,000 £140,000
    Pet photography Consulting £70,000 £90,000 £110,000
    Subtotal Direct Cost of Sales £383,000 £390,000 £410,000

    Personnel Plan

    If you’re learning how to open a pet photographer business and be successful, you need to have a team of trained personnel to manage the business. A personnel plan has been formulated to identify the right team of staff to run Pet Port Inc.

    7.1 Personnel Plan

    To help the business plan realize its objectives, the following staff will be hired by Pet Port Inc. Paula Grace who is the owner of the pet photography business will be the Chief Executive office overseeing day-to-day operations of the business. She will be assisted by the following members of staff.

    • 1 Admin Manager
    • 2 Marketing and Sales Executives
    • 3 Pet Photographers
    • 1 Accountant
    • 1 Cashier
    • 1 Customer Service Executive

    Successful applicants will undergo on-job training a few weeks before the official opening of the pet photography business.

    7.2 Average Salaries

    Pet Port Inc. intends to compensate its members of staff the following salaries within the first three years of operations.

     Personnel Plan      
    Year 1 Year 2 Year 3
    1 Admin Manager £25,000 £27,000 £29,000
    2 Sales and Marketing Executive £50,000 £52,000 £54,000
    3 Pet Photographers £75,000 £77,000 £79,000
    1 Accountant £25,000 £27,000 £29,000
    1 Cashiers £20,000 £22,000 £24,000
    1 Customer Service Executive £20,000 £22,000 £24,000
    Total Salaries £215,000 £227,000 £239,000

    Financial Plan

    Pet Port Inc. has formulated a comprehensive financial plan that will steer the pet photography business on the path towards growth. When considering how much does it cost to start up a photography business, you need to know which financial parameters are related to your business and how to make strategic financial decisions that will drive business growth. In this case, Paula Grace will raise most of the capital from her personal savings. She will be assisted by two investors and creating a bank loan she intends to secure to finance any budget deficit. The following is a comprehensive financial analysis for Pet Port Inc. The following is a comprehensive financial analysis for Pet Port Inc.

    8.1 Important Assumptions

    The financial forecast for Pet Port Inc. is based on the assumptions below.

     General Assumptions      
    Year 1 Year 2 Year 3
    Plan Month 1 2 3
    Current Interest Rate 11.00% 15.00% 20.00%
    Long-term Interest Rate 6.00% 5.00% 5.00%
    Tax Rate 12.00% 17.00% 22.00%
    Other 0 0 0

    8.2 Brake-even Analysis

    Pet Port Inc. brake-even analysis is shown in the graph below.

     Brake-Even Analysis  
    Monthly Units Break-even 3000
    Monthly Revenue Break-even £220,000
    Average Per-Unit Revenue £130.00
    Average Per-Unit Variable Cost £1.40
    Estimated Monthly Fixed Cost £250,000

    Pet Photography Business Plan - Brake-even Analysis

    8.3 Projected Profit and Loss

    Profit and loss information for Pet Port Inc. as calculated on a monthly and annual basis is indicated below.

     Pro Forma Profit And Loss      
    Year 1 Year 2 Year 3
    Sales £240,000 £250,000 £260,000
    Direct Cost of Sales £50,000 £55,000 £60,000
    Other £0 £0 £0
    TOTAL COST OF SALES £65,000 £85,000 £95,000
    Gross Margin £150,000 £160,000 £170,000
    Gross Margin % 70.00% 74.00% 78.00%
    Payroll £160,000 £170,000 £180,000
    Sales and Marketing and Other Expenses £5,000 £6,000 £70,000
    Depreciation £4,000 £6,000 £7,000
    Leased Equipment £0 £0 £0
    Utilities £6,000 £7,000 £8,000
    Insurance £2,000 £3,000 £4,000
    Rent £15,000 £17,000 £19,000
    Payroll Taxes £35,000 £40,000 £45,000
    Other £0 £0 £0
    Total Operating Expenses £180,000 £190,000 £200,000
    Profit Before Interest and Taxes £60,000 £70,000 £80,000
    EBITDA £24,000 £30,000 £36,000
    Interest Expense £0 £0 £0
    Taxes Incurred £23,000 £24,000 £25,000
    Net Profit £130,000 £160,000 £190,000
    Net Profit/Sales 25.00% 30.00% 33.00%

    8.3.1 Monthly Profit

    Pet Photography Business Plan - Profit Monthly

    8.3.2 Yearly Profit

    Pet Photography Business Plan - Profit Yearly

    8.3.3 Monthly Gross Margin

    Pet Photography Business Plan - Gross Margin Monthly

    8.3.4 Yearly Gross Margin

    Pet Photography Business Plan - Gross Margin Yearly

    8.4 Projected Cash Flow

    Below is a summary of Pet Port Inc. Pro forma cash flow, subtotal cash received, subtotal cash spent, subtotal cash from operations and subtotal cash spent on operations.

    Pet Photography Business Plan - Projected Cash Flow

     Pro Forma Cash Flow      
    Cash Received Year 1 Year 2 Year 3
    Cash from Operations
    Cash Sales £50,000 £55,000 £60,000
    Cash from Receivables £10,000 £11,000 £13,000
    SUBTOTAL CASH FROM OPERATIONS £60,000 £66,000 £73,000
    Additional Cash Received
    Sales Tax, VAT, HST/GST Received £0 £0 £0
    New Current Borrowing £0 £0 £0
    New Other Liabilities (interest-free) £0 £0 £0
    New Long-term Liabilities £0 £0 £0
    Sales of Other Current Assets £0 £0 £0
    Sales of Long-term Assets £0 £0 £0
    New Investment Received £0 £0 £0
    SUBTOTAL CASH RECEIVED £60,000 £66,000 £73,000
    Expenditures Year 1 Year 2 Year 3
    Expenditures from Operations
    Cash Spending £25,000 £27,000 £29,000
    Bill Payments £10,000 £12,000 £14,000
    SUBTOTAL SPENT ON OPERATIONS £35,000 £39,000 £43,000
    Additional Cash Spent
    Sales Tax, VAT, HST/GST Paid Out £0 £0 £0
    Principal Repayment of Current Borrowing £0 £0 £0
    Other Liabilities Principal Repayment £0 £0 £0
    Long-term Liabilities Principal Repayment £0 £0 £0
    Purchase Other Current Assets £0 £0 £0
    Purchase Long-term Assets £0 £0 £0
    Dividends £0 £0 £0
    SUBTOTAL CASH SPENT £45,000 £50,000 £55,000
    Net Cash Flow £16,000 £19,000 £22,000
    Cash Balance £33,000 £38,000 £43,000

    8.5 Projected Balance Sheet

    Below is a Projected Balance Sheet for Pet Port Inc. that shows assets, liabilities, capital, long term assets and current liabilities.

     Pro Forma Balance Sheet      
    Assets Year 1 Year 2 Year 3
    Current Assets
    Cash £100,000 £120,000 £130,000
    Accounts Receivable £20,000 £23,000 £26,000
    Inventory £4,000 £6,000 £8,000
    Other Current Assets £5,000 £5,000 £5,000
    TOTAL CURRENT ASSETS £129,000 £154,000 £169,000
    Long-term Assets
    Long-term Assets £15,000 £17,000 £19,000
    Accumulated Depreciation £12,000 £14,000 £16,000
    TOTAL LONG-TERM ASSETS £3,000 £1,500 £1,000
    TOTAL ASSETS £209,000 £236,500 £265,000
    Liabilities and Capital Year 1 Year 2 Year 3
    Current Liabilities
    Accounts Payable £16,000 £19,000 £22,000
    Current Borrowing £0 £0 £0
    Other Current Liabilities £0 £0 £0
    SUBTOTAL CURRENT LIABILITIES £16,000 £20,000 £24,000
    Long-term Liabilities £0 £0 £0
    TOTAL LIABILITIES £16,000 £20,000 £24,000
    Paid-in Capital £30,000 £30,000 £30,000
    Retained Earnings £35,000 £40,000 £45,000
    Earnings £150,000 £170,000 £190,000
    TOTAL CAPITAL £170,000 £200,000 £230,000
    TOTAL LIABILITIES AND CAPITAL £200,000 £230,000 £260,000
    Net Worth £270,000 £300,000 £330,000

    8.6 Business Ratios

    The following is the Ratio Analysis, Business Ratios and Business Net Worth for Pet Port Inc.

     Ratio Analysis        
    Year 1 Year 2 Year 3 INDUSTRY PROFILE
    Sales Growth 4.00% 45.00% 65.00% 5.00%
    Percent of Total Assets
    Accounts Receivable 6.00% 5.00% 4.00% 12.00%
    Inventory 5.00% 7.4 3.30% 10.00%
    Other Current Assets 3.00% 4.50% 5.00% 42.00%
    Total Current Assets 100.00% 120.00% 150.00% 65.00%
    Long-term Assets -7.00% -15.00% -30.00% 38.00%
    TOTAL ASSETS 100.00% 100.00% 100.00% 100.00%
    Current Liabilities 6.00% 4.00% 3.00% 28.00%
    Long-term Liabilities 0.00% 0.00% 0.00% 24.00%
    Total Liabilities 6.00% 2.00% 1.30% 48.00%
    NET WORTH 83.00% 90.00% 110.00% 32.00%
    Percent of Sales
    Sales 100.00% 100.00% 100.00% 100.00%
    Gross Margin 75.00% 85.00% 90.00% 0.00%
    Selling, General & Administrative Expenses 66.00% 74.00% 80.00% 55.00%
    Advertising Expenses 5.00% 3.00% 1.20% 4.40%
    Profit Before Interest and Taxes 25.00% 35.00% 45.00% 3.20%
    Main Ratios
    Current 13 16 19 2.5
    Quick 30 35 40 5.5
    Total Debt to Total Assets 4.4.% 5.50% 2.40% 65.00%
    Pre-tax Return on Net Worth 90.00% 95.00% 97.00% 4.50%
    Pre-tax Return on Assets 55.00% 60.00% 65.00% 9.00%
    Additional Ratios Year 1 Year 2 Year 3
    Net Profit Margin 20.00% 25.00% 28.00% N.A.
    Return on Equity 56.00% 60.00% 65.00% N.A.
    Activity Ratios
    Accounts Receivable Turnover 7 9 11 N.A.
    Collection Days 92 96 103 N.A.
    Inventory Turnover 18 23 28 N.A.
    Accounts Payable Turnover 13.3 15.6 18.2 N.A.
    Payment Days 23 23 23 N.A.
    Total Asset Turnover 2.8 3.8 4.8 N.A.
    Debt Ratios
    Debt to Net Worth 0 -0.06 -0.04 N.A.
    Current Liab. to Liab. 0 0 0 N.A.
    Liquidity Ratios
    Net Working Capital £300,000 £320,000 £340,000 N.A.
    Interest Coverage 0 0 0 N.A.
    Additional Ratios
    Assets to Sales 1.3 1 0.8 N.A.
    Current Debt/Total Assets 8% 5% 3% N.A.
    Acid Test 30 33 36 N.A.
    Sales/Net Worth 3.2 2.8 1.6 N.A.
    Dividend Payout 0 0 0 N.A.

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