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Let’s be real: setting revenue goals is the easy part. It’s reaching them that can get tricky.
If you’ve ever written down a big income goal at the start of the year and then found yourself months later wondering what went wrong, you’re not alone.
So many photographers set goals that feel exciting in the moment—but don’t follow through with a plan that actually gets them there. And that’s where the magic of reverse engineering comes in.
I’m going to walk you through the exact 3-step framework I use (and teach!) to help photographers break down their income goals, identify what’s actually driving revenue, and finally reach (or exceed!) those revenue goals.
Whether you’re just starting out or scaling to six figures and beyond, this approach will help you get clear, take action, and see results.
Step 1: Decide and Commit
“A business without a goal is like a dartboard without a bullseye.”
Before you can start making consistent revenue, you need to know what number you’re aiming for—and why. Vague goals like “make more money this year” or “shoot 30 weddings this year” won’t cut it. If you want to grow, you need to treat your business like what it is: a numbers game focussed on revenue and profit.
But deciding on a revenue target isn’t just about picking a number that sounds good. It’s about understanding what it actually costs to run your business and live your life.
Ask yourself:
- What are your monthly business expenses?
- What do you need to earn to support your personal lifestyle?
- Are you paying yourself a salary—or just hoping there’s something left at the end of the month after paying your business expenses?
Know your numbers. Own your numbers. And then commit to a target that reflects the business and life you want to build.
Here’s the key: once you choose your goal, don’t leave it open-ended. Decide and commit. That means showing up for it with intention and not treating it like a “maybe someday.”
And no, it doesn’t need to be January 1st to set a goal. You can do this right now—today.
Step 2: Reverse Engineer the Goal
“When something feels too big, it just means the first step isn’t small enough.”
Once you’ve set your revenue target based on YOUR actual numbers, it’s time to work backward and build a roadmap to get there. This is the part most people skip—and why most goals fizzle out by mid-year.
Here’s what reverse engineering looks like in practice:
Say you want to bring in $150K in revenue this year and you’ve already generated $50K. That leaves you with $100K to go. Now ask:
- What is your average booking value?
- How many bookings, clients or sessions will it take to make that remaining $100K?
- What types of bookings do you need to focus on? E.g weddings, branding, etc?
- What’s your profit margin on those packages?
- Do you have additional revenue streams like education or digital products and can you leverage those to reach your goal?
- How much do you need to bring in per month? Per quarter?
Pro tip: Not all revenue is equal. Bear in mind that if you’re charging $2,000 for a session but only keeping $500 after expenses and taxes, that affects your number.
Once you’ve answered these big picture questions, you can break it down even further by sales conversions:
- Start by figuring out your sales conversion rate. Of the enquiries you receive, how many actually book you? Take the number of bookings and divide it by the number of enquiries — then multiply by 100 to get a percentage.
- Based on your average booking value and conversion rate, how many enquiries do you need to receive monthly to reach that revenue?
- And how many of those enquiries need to convert into paying clients or sessions?
Once you have those numbers, the next step is simple: Focus on the actions that will generate that number of enquiries.
This isn’t about overwhelming yourself with math — it’s about turning your goals into clear, measurable steps. Because when your dream becomes data, your path becomes actionable.
Step 3: Know Your Revenue Driving Activities
“Not all hustle is created equal—busy doesn’t always mean profitable.”
This is the step that will change the game.
Once you know how much revenue you need and where it could come from, it’s time to ask: What’s actually moving the needle in your business?
You’re probably spending time doing a million different things:
- Posting to multiple social platforms
- Editing galleries
- Emailing back and forth with clients
- Writing blog posts
- Creating timelines and doing endless admin…
But which of those things are leading to actual enquiries, bookings, and ultimately revenue?
Time for a quick audit:
- Where are your best clients finding you?
- What kind of content is generating inquiries?
- Are you tracking your leads and conversions?
- Are you spending too much time on admin or “busy work”?
If you’re not spending enough time on revenue-generating activities—like marketing that converts, discovery calls, and follow-ups—it’s time to shift.
And yes, it might mean outsourcing some of that busy work so you can free up space to do what really matters. If you’re thinking, “I can’t afford to outsource,” I’ll say this: you can’t afford not to if your time is being eaten up by tasks that aren’t bringing in revenue.
Bonus Step: Track Your Progress (Without the Overwhelm)
Once you’ve committed to your revenue goal, broken it down into specific numbers, and identified your top revenue driving activities—you need a system to track your progress.
Because setting a goal isn’t enough. You’ve got to stay aligned, measure what’s working, and adjust along the way.
That’s where my Profit Planner comes in.
It’s a simple, powerful resource I created for photographers like you who want:
- clarity on your pricing, margins, and costs
- monthly and quarterly revenue tracking
- profitability calculators for each offer
- a clear roadmap to hit your target without the chaos
And if you’re not a “numbers person,” don’t worry. This system does the heavy lifting for you.
Want a sneak peek at how profitable your business really is? Grab it here.
Final Thoughts: Stop Guessing, Start Growing
“Success doesn’t happen by accident. It happens by design.”
You don’t have to wait for January. You don’t have to work yourself into burnout. You don’t have to keep hoping that this will be your breakthrough year.
You can create a business that pays you well, supports your lifestyle, and builds long-term wealth — but it starts with a plan. So here’s a quick recap:
- Decide on your revenue target
- Reverse engineer the path to get there
- Focus on the things that actually drive revenue
- Track your progress with intention
You’ve got this, and I’m here to help every step of the way.
Quick links:
7 Hidden Profit Leaks (and How to Plug Them)
Profit Planner
