Meet Natalie Lawrence

March 16, 2011 in Beauty, Events, Fashion, Professional Services

Founder
Natalie Lawrence Photography

Natalie Lawrence is a London based freelance photographer, specialising in corporate portrait, events, fashion and beauty.

A previous winner of Photography Monthly magazine’s Shoot the Front Cover competition, Natalie Lawrence works with her clients to produce high-quality photographs that stand out when promoting and marketing their businesses.

Recent client commissions include corporate portraits for the British Council for School Environments and a fashion shoot for designers House of Abeytu.

Why did you decide to start your company?
In 2004, an opportunity came up with my employer to take photographs of my colleagues, to be used on their website and in printed material. I took courses and photographed my colleagues and progressively improved my skills.

When I booked my first paying commission in September 2006, that for me was confirmation people outside my company liked my work and that I could turn my hobby into a business, so I founded Natalie Lawrence Photography.

What was your career path prior to starting your first business?
After graduating from the University of Liverpool, I worked as an administrator in a recruitment firm, before joining a construction project management company in 2001. My role in the commercial and marketing department was primarily to design and format tenders, brochures, presentations and other promotional material. Having worked for them for 10 years, I am leaving in June 2011 to become self-employed and run my photography business full-time.

Did you always know you would start your own business?
No, up until 2005 I hadn’t given the prospect a lot of thought. The good thing about photography is that people already know what it is about and that there is, and always will be, a demand for photographs. So, once you become a good photographer, you know you can start your own business more easily than, for example, an inventor or entrepreneur who has to explain what their new product or service does and find completely new markets for them.

Tell me more about the services you offer at Natalie Lawrence Photography, can you share some of the recent projects you’ve undertaken?
As I work within two different sectors, both groups of clients within them need different types of services. For corporate portraits and events, my marketing background is a great benefit because I produce photos in a way that makes them suitable for publication, whether in company material or external periodicals and web sites. In this sector, it’s important to give the right visual messages, as this will help potential clients know more about you and your business.

For fashion, I develop creative briefs to show off the talents of the people involved, whether they be the models, make-up artists, stylists or designers. My recent projects include corporate portraits for the British Council for School Environments and the completion of my fashion shoot for designers House of Abeytu.

Did you have a business plan and if so, were there any resources you found particularly helpful when drafting your first plan?
I do finally have a business plan! It took me a long time to understand the benefits and the need for it. Because I have been self-funding my career I have not needed to take it to a bank and request external finance. However, it has helped me to have a realistic eye on my financial targets, spending and what I would have to do to achieve the income and lifestyle I want.

What are you working on at the moment and can you describe your typical working day?
At the moment, I have been continuing to market my business, so a lot of time is spent on that at the moment. My typical tasks can vary from retouching images, sending out estimates, contacting potential new clients and keeping up with my contacts and friends in the industry.

My plans this year are firstly to develop my fashion and beauty projects, as my 2010 projects were very well-received and helped land an Australian model a new agency over here, the Sandra Reynolds Agency in London. Secondly I want to contact more event organisers and businesses for future photography commissions.

What have been the highlights of running your own business?
Making new connections has been the best thing so far. Most people I have met have been incredibly supportive and interested in what I am doing, and I enjoy helping others as well, by spreading the word about what they are doing to relevant people, or passing on information they could find useful.

What is the hardest part of running your own business?
The hardest part is bidding and negotiating for work. In these economic times, people take even longer to convert interest in your services into an actual booked and paying commission, so it takes more time, emails and phone calls in order to convince a potential buyer to book you.

What has been your proudest business moment so far?
Winning Photography Monthly magazine’s Shoot the Front Cover competition is my proudest moment, as it confirmed to me that people outside my social circle liked my work. Seeing my image on the front cover of a national magazine gave me all the incentive I needed to push my business further. Since then, I still get a buzz from seeing my photos published on web sites or newspapers!

What’s the most important business lesson you’ve learnt so far?
Persevere. The hardest thing I have had to overcome is disappointment when I send an email or meet a potential new client and never hear from them. It was so easy to become disheartened before.

It was only after attending business classes and workshops that I understood the behavioural patterns of potential clients. Learning to follow up after meeting new contacts and that it takes five separate communications, on average, before you get a response or booking, helped me realise not to take silence personally or as a sign of rudeness.

Rather, people are just busy and may not need your services now; however another email or call in three months’ time, when their circumstances have changed, could come at exactly the point when they do need a photographer. You will never know unless you continue to chase good leads.

What, or who, inspires and motivates you?
What motivates me is the knowledge that people like what I am doing and this encourages me to carry on. To become self-employed as a photographer was a nerve-wracking thought, but once I began to take more risks, like buying new kit or funding my own projects, and see more people, I realised that the demand for my services is there, I just need to find it!

Fast forward five years, where do you think your business will be in 2016?
For my business, I hope it will have grown to the point where it is employing people, namely assistants, retouchers, an administrator and an accountant. At the moment, I am all of these things, and whilst doing them means I am in control of how these are done, they are all time-consuming.

What advice would you give to someone who is considering starting a photography business?
Learn as much about business as you do about photography. A lot of average photographers make a good income because they are good at business. My images have always received a good reception, but prior to 2010, I had not understood the business side very well.

When I started my business, it was essentially a money-making hobby whilst I improved my craft. My money came from friends who wanted to help. Then the recession hit and all that changed. When my income was cut, despite the fact I was a better photographer, I realised that I had to learn much more about running a business. That was not easy alongside a full-time job, but I have done it.

Now, I have enjoyed a more financially-successful 12 months, greater exposure of my business and more enquiries for my services. So if you want the business you feel your photography deserves, split yourself mentally into half-photographer, half-business owner.

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For more information on Natalie Lawrence Photography visit www.natalielawrence.co.uk

You can find Natalie Lawrence Photography on Facebook and the company’s portfolio on Behance. Natalie also has a blog, Curry Goat and Roti.

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Natalie Lawrence was interviewed by Octavia Goredema, founder of the Twenty Ten Club.

The Twenty Ten Club is an award-winning networking organisation for Black female entrepreneurs. You can also find Twenty Ten Club on Twitter and Facebook.