Professional Photographers of America Introduces New Benchmark Tool

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Square One to Help Photographers Determine Target Income

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Ever dreamt of earning a million dollars? Well if you’re a professional photographer, you can figure out exactly what you need to do to get there.

With the launch of its new benchmark tool, Square One, Professional Photographers of America (PPA) is making it faster and easier than ever for photographers to determine their target income. Square One is designed to help professional photographers plan for a profitable business.

“With Square One, photographers can begin with the end in mind,” says Angela Kurkian, director of education for PPA. “And not just any end, but the financial end they dream of. Square One is just the beginning to help a photographer be more profitable.”

The goal of Square One is to answer the all-important question: How much money do you want to make and what it will take to get there?

To get started, the photographer just needs to pick his or her number—that is, their target annual take-home income. Then, with Square One, they’ll work backwards to figure out how to get there. Using information from PPA’s benchmark survey, Square One will help determine how many sessions, at what sales average, the photographer needs to book to reach their target.

“Once a photographer starts understanding their numbers, they’ll figure out what changes they need to make for their business to bring in more money,” says Kurkian. “They might need a new pricing strategy or more effective marketing plan. A change as small as 1% in cost of sales can have a drastic effect on their bottom line.”

Square One is the latest update to PPA’s educational offerings. The launch comes on the heels of the announcement that PPA’s Business Basics workshops will now be available via live streaming. The next workshop is March 29-30.

Square One is available only to PPA members. For more information on PPA’s new benchmark tool, visit To learn more about what PPA’s membership entails or to join, visit

About PPA
Professional Photographers of America (PPA) is the largest international non-profit association created by professional photographers, for professional photographers. Almost as long-lived as photography itself, PPA has roots that date back to 1869. It assists close to 27,000 members through protection, education and resources for their continued success. See how PPA helps photographers be more at

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John Owens
Professional Photographers of America
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