***All images in this post are copyright Allegra***

NEXT WEEK:  Jodie Allen

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear dot com }

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NOTE: At the end of the interview there is a little more detail about Operational Costs from Allegra. Make sure to check it out!

You have you been in business for 10 years. What are the top five things you’ve learned as a business woman? How long did it take you to get into a groove and have things running smoothly?

1. do unto others
2. have operating capital
3. networking is time well spent
4. under promise over deliver
5. be straight with your clients

I’m not sure I’m in the groove yet! Lol! I started off part time and made the jump within 3 years – that helped me cushion some of the learning curve.

What do you do to keep things simple in your life and studio?

It’s just me. The buck starts and stops at my desk. I’ve been a manager – I don’t want to be one again.

What do you think are the top three things you must do as a mom and wife every day?

Kiss my husband. Kiss my child. Tell them both I love them.

What three products or things help you stay organized?

My PC, my big white board wall calendar and my notebook. No not the laptop kind, the old fashioned spiral bound kind!! I have a new one for every year!

With so many things on your plate, what do you do to market your business? How does that fit into your busy schedule?

As a wedding photographer, a lot of my referrals come from happy clients AND other vendors. The way to have happy vendor referrals is sending them prints from weddings you do together!

What does your workflow look like? How do you keep all of your clients straight and deliver products on time?

I’m a very date based business (most of my work is weddings) so there is a definite time flow to everything. I make sure to also allow plenty of cushion time (see rule 4 above)

What do you do yourself (as far as album design, editing, bookkeeping, answering phones, marketing, etc.) and what do you outsource?

I do everything except the actual printing and binding of albums.

What do you think are the three smartest ways to market your business when you’re starting out?

Network, provide excellent customer service and network (I said that already)

What plans do you have for your business this year? How will your plans impact your family?

Rolling out some exciting new portrait products, especially for seniors! For our wedding clients, I’m exploring some fabulous green album products that I’m very excited about!

How much time do you spend on photography boards and forums?

TOO MUCH! LOL! That said, it’s one of the ways I have been able to avoid some dumb basic mistakes!

How much time do you spend on the computer?

It’s pretty much grafted on to my hands! I see it as my new darkroom (and I used to spend HOURS in the darkroom)

What are the most important things you do in your business everyday?

Respond to clients #1. I can’t tell you how many times I hear from clients that other photographers they contacted never contacted them back. It’s my own pet peeve – if you don’t offer what I want, at least have the courtesy of a response. Otherwise my days vary quite a bit!

What 5 tips do you have for women to help them maintain a balance in their lives between everything they have to do?

I’m not sure I can give tips – I’m not sure I have it right yet myself. I think you have to decide what you need to do to feed, clothe and shelter your family. After that, THEN you get to be idealistic and take care of the other stuff. J

Are there times that you feel overwhelmed? What do you do?

Around the November/December holidays I’m usually running on empty! I just remind myself that December 24^th through January 6^th (the Epiphany) I don’t work. (I DO still answer emails and telephone calls though!)

Will you go into a little more detail about Operating Capital?

Ah sure – sorry that’s my years at MobilExxon as a finance person coming out! Operating Capital as I define it, means having sufficient funds from savings or other sources to operate your business absent any income coming from the business. The number one cause of business failures within the first five years is undercapitalization.

Some more:

General: Cash available for day to day operations of a firm. Strictly speaking, one borrows cash (and not working capital) to be able to buy assets or to pay for obligations. Also called current capital.

OR

Accounting: Net liquid assets computed by deducting current liabilities from current assets. Sources of working capital are (1) net income, (2) long-term loans (non-current liabilities), (3) sale of capital (non-current) assets, and (4) injection of funds by the owners (stockholders). Amount of available working capital is a measure of a firm's ability to meet its short-term obligations. Ample working capital allows management to avail of unexpected opportunities, and to qualify for bank loans and favorable trade credit terms. In the normal trade cycle of a firm, working capital equals working assets.

Financing operating capital

To see more of Allegra's work:

Website: Weddings

Website: Portraits

***All images in this post are copyright Allegra***