PRICING FOR PROFIT
Price for Profit.
Build a Business That Lasts.
You can be incredibly talented behind the camera and still struggle to make money. In Pricing for Profit, I’ll teach you how to understand your real costs, price your work with confidence, create profitable products and packages, and finally know what you need to charge to build a sustainable photography business.
Founders Pricing Available Now • Course Launches April 1, 2027
THE PROBLEM WITH GUESSING
Are You Busy... or Are You Profitable?
One of the biggest mistakes I see photographers make is setting prices based on what everyone else is charging. But you don’t know their expenses, their goals, their product costs, or whether they are actually making money.
Your prices need to be based on your business. You need to understand what it costs to create each session, how much time you are really spending, what your products cost, and what you need to earn for the business to support you.
You can have a full calendar and still wonder where all the money went. That is exactly why knowing your numbers matters.
See What Happens When the Numbers Finally Make Sense
Pricing can feel overwhelming until you finally understand the numbers behind your business. Hear from photographers who have learned from Sandy and used what they learned to make smarter, more confident business decisions.
REAL PHOTOGRAPHERS. REAL BUSINESSES.
Sandy’s mentorship was pivotal in my journey as a professional photographer. The resources, time and insight created practices and skills I still use to this day. ❤️
My time with Sandy, both in classes and as a client, have definitely changed me. From the first class that I attended, her teaching style matched my learning style perfectly. I learned so much from her, that I signed up for more classes, each time she was in town. When she offered her talent to photograph my family, I jumped on it. Our time together during the photo session taught me so much, in a very different way, and it truly made me love her and her talents even more! Sandy continues to be an inspiration, and I cannot wait to attend another class!
Every year when sandy toured back out to Southern Ca I knew I had to be at the workshop. Not only did she teach about photography and lighting, she also thought about business plans and how to structure a business to succeed. Here hands on workshop were always great. All the different types of workshops benefited me in ways I didn’t even know I needed. I could go on and on about everything I have learned and how successful my business is because of the things I have learned from Sandy, but I won’t. Anyone who invests in Sandy and her crew will not regret it.
Sandy Puc not only opened my mind and made this photography thing click to my brain, but she also brought me to tears with her story of her involvement with the Now I Lay Me Down To Sleep program. I was hooked. Since that time, I have attended numerous Sandy Puc Tours. From being captivated by her educational stories to being hands-on photographing a model in a pool, it has always been a highlight when I am around Sandy. Not only have I grown as a photographer from learning from Sandy, but I have also been honored to have her take the time out of her travels to photograph my family. Those photos will always be cherished. When photography education comes to mind, Sandy Puc will always be at the top of my list!
BUILDING YOUR PRICING
Stop Guessing. Start
Pricing With Purpose.
There is no magic price list that works for every photographer. Your pricing has to make sense for your expenses, your clients, your products, and the income you want your business to create. I’ll show you how to put those pieces together so you can make pricing decisions with confidence.
KNOW YOUR NUMBERS
Understand What It Really Costs to Do Business
Before you decide what to charge, you need to know what it costs to run your business and create a session.
BUILD YOUR PRICING
Create Products & Packages That Make Sense
Learn how to take your costs and turn them into pricing that is profitable, easy for clients to understand, and realistic for your business.
PLAN FOR PROFIT
Know What You Need to Sell
Pricing is only part of the equation. You also need to understand how many sessions you need, what your average sale needs to be, and what it takes to reach your income goals.
FROM THE NUMBERS TO THE PRICE LIST
Let’s Build This
Together.
Pricing can feel overwhelming when you are trying to figure it all out on your own. So we’re going to break it down one piece at a time.
I’ll walk you through your costs, help you understand what your business needs to earn, and show you how to turn those numbers into pricing and products you can actually use.
This isn’t about copying my price list. It’s about learning how to build one that works for your business.
Practical lessons • Real-world examples • Tools you can use
STEP 01
Start With Your Real Numbers
We’ll look at what it actually costs to run your business, from products and overhead to your time, so you have a real starting point for your pricing.
STEP 02
Turn Those Numbers Into Pricing
Next, I’ll show you how to use those numbers to price your sessions, digital images, products, packages, and collections in a way that makes sense for your business.
STEP 03
Make Sure the Math Works
Finally, we’ll connect your pricing to your sales and income goals so you know what you need to sell, how many sessions you need, and whether your pricing can actually get you where you want to go.
MEET YOUR INSTRUCTOR
I Didn't Learn This From a Spreadsheet. I Learned It Running a Photography Business.
I've spent 37 years building and running a photography business, and I learned very quickly that being a great photographer doesn't automatically make you profitable.
I've made pricing mistakes, changed product lines, watched expenses, rebuilt systems, and learned how important it is to understand exactly what it costs to run a studio. Pricing for Profit is built from those real-world lessons.
My goal isn't to turn you into an accountant. It's to help you understand your numbers well enough to make confident decisions, price your work with purpose, and build a photography business that can actually support you.
✓ 37 Years in the Photography Business
✓ 10,000+ Photographers Taught
✓ Former Canon Print Master & Explorer of Light.
✓ Former PPA Board Member
✓ L'Oréal Woman of Worth
FOUNDERS PRE-LAUNCH
Learn to Price for Profit
You work too hard to guess at your pricing.
Pricing for Profit will give you the tools to understand your numbers, build pricing that makes sense for your business, and create a plan for the income you want to earn.
I’ve spent 37 years learning these lessons in my own photography business. Now I’m putting them together in one course so you can stop wondering what you should charge and start understanding why.
Start with Pricing for Profit... or get my entire collection and keep learning with me.
INDIVIDUAL COURSE
PRICING FOR PROFIT
Founders Pre-Launch Price
$49 $149 regular price
Course Launch Date: April 1, 2027
BEST VALUE
FOUNDERS COLLECTION
Founders Pre-Launch Price
$299 $997 regular price
That’s less than $16 per course.
Get all 19 Sandy Puc Education courses
QUESTIONS?
Let’s Talk About It.
Pricing doesn’t have to be complicated. Here are a few of the questions I hear most often from photographers who are trying to make sense of their numbers and build pricing that actually works.
Is this course for photographers at any stage of business?
Yes. Whether you’re just starting out, rebuilding your pricing, or you’ve been in business for years and still aren’t sure if your numbers are working, this course will help you understand what your business actually needs to earn.
Are you going to give me a price list to copy?
No, and there’s a reason for that. Your expenses, products, clients, goals, and business are different from mine. I’ll show you how to understand your numbers and build pricing that actually makes sense for your business.
What will I learn in Pricing for Profit?
We’ll work through your cost of doing business, your time, products, packages and collections, average sale, session volume, and revenue goals. The goal is for you to understand not only what you should charge, but why.
When will I get access to the course?
Pricing for Profit launches April 1, 2027. If you purchase during the Founders Pre-Launch, you’ll lock in the $49 Founders price and receive access when the course launches.
What if numbers are not my thing?
Then you’re exactly who I created this course for. You don’t need to be an accountant or love spreadsheets. I’m going to break it down into practical pieces and help you understand the numbers you actually need to run a profitable photography business.
Will I need special software or spreadsheets for this course?
No special accounting experience is required. The course is designed to help photographers understand the numbers behind their business in a simple, practical way. Any worksheets, examples, or resources used in the course will be explained so you can follow along and apply the concepts to your own business.
Photography education built from 37 years behind the camera and in the studio. Real experience, practical education, and lessons designed to help photographers create, connect, and build a business they love.
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