The Who
The who, is who your company is. As in who are you as an organization, who are you as a brand, and who are the employees that make up the company.
The Who not only encompasses you as the sole employee and business owner, but also the brand that you have decided to present to the world.
This would be the section in which you define the business name, the branding, the aesthetic choices, and the roles and responsibilities of your employees.
Business Name
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Brand Aesthetic
This is the branding and creative direction of the company. Is it modern? Classic? Luxury? Casual? This needs to be defined.
Roles & Responsibilities
Currently there is only one employee. Ayla. However over time this would grow, and roles would be assigned to employees. Ultimately this is where you would build out roles so that as you grow as a company you will know which roles to hire for.
The What?
This is what your do, or what products you offer. Your deliverables, or your services. This is where you would outline every service, and every product you offer.
Photography
Ayla offers photography services for small businesses in the food niche. Below is an outline of various photography services that can be provided. prices and services are made up. You need to fill them out yourself.
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Videography
Social Media Management
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6 month strategy - $600
Give a 6 month strategy, including post schedule, hashtag research, etc. Just the strategy outline alone. This can be a template that you design that gets pitched to all of your clients.
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The Where?
This is where you conduct business. Both physically and on the internet. This is the area where you detail where work will be done.
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The Why?
This is things like your mission statement, what you stand for, why you do what you do, why this over anything else? What are your intentions with running the company you are running and how does that dictate everything you do.
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The How?
This is the fun one. This is the detailed outline of how you operate as a business. This includes your day to day operations such as your workflows, and general operational tasks (Think any task that is required for your business to operate), however this also includes how to generate more business, which is your marketing. All your methods for lead generation.
Business Operations
In this branch of the mind map you would outline the workflow and operational side of your business. Things like how you get contracts signed, how you schedule your shoots, how you take payments, how you back up your content, how you deliver content to the client ect.
Marketing
Essentially your methods of how you generate new business. When you break it down there is only 2 forms of marketing, both have their pros and cons. A complete strategy would be both.
Inbound Marketing (Passive)
Inbound marketing is what most photographers rely on, and for good reason. I'll explain later why photographers in general are obsessed with inbound marketing. But first I will explain what inbound marketing is.
Inbound marketing is when you create an opportunity for a lead to come to you. If you've ever heard the phrase " Build it and they will come" then you understand the idea of inbound marketing. It is considered passive because you are waiting (or hoping) for the lead to find you somehow and then decide to reach out.
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Outbound (Active)
Outbound marketing is active in the sense that you find ways to reach out to your target audience. You are initiating the conversation, rather than waiting for the lead to come to you, you find the leads and come to them.
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Booking
What is the process for booking? Maybe look into a complete CRM for photographers like 17 hats, honey book, or studio ninja, etc.
Scheduling
Ideally scheduling would be a feature built into your CRM to keep track of shoots and locations.
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The When?
The when is the time frame of certain goals within the business. Such as "Reaching 200k in revenue in the first 16 months of business" as a projected goal, or if you are drafting your business plan after the inception of the business then it could be something like