New book shows the way for photo specialists

The future of the specialist retail photo channel is at the core of a new book to be released at this week’s PMA Digital Life Expo.

Marketing consultant Peter Budd spent 12 months researching the industry last year as part of a masters degree and has written a “practical handbook that every business owner serious about their future will want to read.”

“According to what I have observed and researched during 2009 I believe the answer to this question very much depends on the entrepreneurial mindset of each and every individual business owner within the specialist channel,” Budd told PIN Online.

“Although some will succeed and grow many will struggle to survive unless they change their mindset about being in this industry,” he said.

“The more I listened the more I discovered that photo retailers simply can’t or don’t produce a written plan each year. From a management-practice perspective this is highly risky as flying by the seat of your pants can be costly even at the best of business times,” he said.

“I also discovered that the industry mindset among photo retailers is generally negative or at best, mixed. With the way the industry dynamics are playing out independents know they have to do something to change but they really don’t know how or where to start. I saw the booklet as being an impartial way to address this missing link and help retailers get more focused,” he added.

The 60-page booklet will be available to retailers for $50. Budd said he is also offering up to an hour’s free phone support to retailers who find the planning process difficult.