The Business of Photography & Video: Price, Product & Performance — Intermediate, Part 2

Taking your photography or video business to the next level means moving beyond simply getting clients and delivering great work. The next challenge is building a business model that is commercially sustainable, strategically positioned and consistently profitable.

In Part 2 of The Business of Photography & Video, EP Group Founder and Managing Director Eric Peng goes deeper into the commercial side of running a creative business — exploring how to think about your price, product and performance as interconnected parts of your overall business strategy.

Drawing on his experience across professional photography, luxury retail, marketing, e-commerce and senior commercial leadership, Eric will share practical insights into how creative professionals can better understand the value they create and turn that value into a stronger business.

What We'll Explore

Price — Are You Charging Enough?

Move beyond simply calculating your time and expenses. We'll explore how to approach pricing through the lens of value, positioning, client expectations, scope, profitability and the commercial outcomes your work delivers.

Product — What Are You Actually Selling?

Your product isn't just a photograph or a video. We'll look at how to package your skills, creative process and client experience into compelling services and offerings that are easier to understand, sell and scale.

Performance — Is Your Business Actually Working?

Revenue doesn't always equal success. We'll explore the metrics and behaviours that can help you understand business performance, including profitability, repeat business, client retention, referrals, utilisation and lifetime customer value.

From Creative to Commercial

We'll also look at how to:

• Build packages and offerings that create greater value for clients
• Position yourself in a competitive photography and video market
• Identify the difference between being busy and being profitable
• Have more confident conversations around pricing and value
• Understand which clients are worth pursuing — and which aren't
• Create stronger repeat-business and referral opportunities
• Improve the end-to-end client experience
• Use data and commercial thinking to make better business decisions
• Build lifetime customer value, rather than relying on one-off projects
• Identify opportunities to grow without simply working more hours

Who Is This For?

This intermediate session is designed for photographers and videographers who have already started working with clients and want to take a more strategic approach to their business.

If you're ready to move from freelancing project-to-project to building a stronger, more intentional creative business, Part 2 will give you the commercial framework to think differently about what you sell, what you charge and how you measure success.

Price. Product. Performance.
Because great creative work is only one part of building a great creative business.

About Eric Peng

Eric Peng is an experienced senior business leader, entrepreneur and creative with more than a decade of experience managing, leading and innovating for some of the world's leading global brands.

Combining his commercial acumen, sales and marketing expertise with a creative approach to understanding the unique strategic needs of organisations, Eric's impact on brands and people is outstanding and long-lasting.

Eric is the Founder and Managing Director of EP Group, one of Australia's leading boutique media, events and marketing firms. His professional history began in brand management, sales and marketing strategy across FMCG, luxury, retail and e-commerce, including experience with Red Bull, LVMH, Louis Vuitton, Tiffany & Co., Logitech and Catch.com.au.

Eric is an industry expert in luxury retail, specialising in client development, marketing and PR, change management, consumer experience and retail excellence. Having led markets generating $65M+ and $100M+ in annual sales within LVMH, he understands the complex expectations of today's luxury consumer and the commercial strategies required to deliver outstanding brand and business performance.

As a professional photographer by trade, Eric has also served as a Sony Australia Ambassador and Digital Imaging Advocate. More recently, Eric presented for Visual Communication Victoria at the National Gallery of Victoria on Visual Communication Design and Industry.

Previously, Eric worked as Account Manager – Consumer Electronics at Wesfarmers/Catch.com.au, managing the Consumer Electronics portfolio at one of Australia's leading online shopping destinations. In this role, Eric combined his understanding of the Consumer Electronics industry, commercial strategy and Australian Competition & Consumer Law to deliver results within a large-scale organisation.

Passionate about transformation and development with a solutions-oriented mindset, Eric combines his diverse commercial and creative experience with a human-centric approach to create outstanding value for businesses and brands.

Eric holds a Bachelor of Business from Monash Business School, with a particular interest in marketing strategy, business law and management.

• Introduction to Starting Your Creative Business

• Laptop and Pen