1/1/2020
“We lead, they follow”
Mwanza Matthews/Sandra Lunda
LUMAGRAFX
Page 1 of 8
EXECUTIVE SUMMARY
Everyone has a camera for snapshots, people need professional quality photos when they will be
shown to an important audience, and when people want to be seen in the best light. The Internet has
expanded the use of photos, making it possible for anyone to send them or to publish them for wide
viewing e.g. social media.
Professionals often have business needs for high-quality photos, and through this familiarity,
they acquire a taste for them. When these professionals need photos to preserve memories, or to
display family photos when they entertain at home, they have the budget and the desire for similarly
high-quality photos. Just as they appoint their homes with fine furniture and decorations, the photos
on their walls need to exhibit their standards of quality.
Most people use professional photo studios only on rare occasions, such as weddings, yearbook
pictures, or baby portraits. Because the client has to initiate the call, many special moments are lost
and the studio loses potential business. Photo studios generally charge a large fee for CDs of their
clients' digital images. For these reasons, most photo studios are rarely used by families as a whole.
This photography business plan shows how Lumagrafx Photo Studio will meet the needs of
professionals and their families to capture the special moments in their lives and present them in the
best light. We will establish a relationship in which we initiate the calls to keep their photos up to
date. Digital files of their photos will be available. When something big like a wedding comes, there's
no place else they would go.
Lumagrafx Photo Studio will grow at an monthly rate of over 40 percent by targeting families of
professionals with new born babies for baby pictures and (youths who are entertained by social media)
and then developing a relationship with the client over the years for ongoing photographs. The
funding requested in this plan is projected to result in a comfortable monthly net profit by a year.
The opening of Lumagrafx Photo Studio will mark a change in the way professional photography is
delivered. Rather than being a rare place to visit, this photo studio will be a fun part of a family's
lives, helping them capture special moments and share them in a digital world
Lumagrafx Photo Studio
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MISSION
Lumagrafx Photo Studio helps clients preserve memories and portray themselves in the best light. We
thrive on repeat business by developing relationships with our clients and calling them with timely
reminders for new photos. We will be making professional quality photographs easily available in a
digital format. We do this by using a pricing structure that makes our digital photographs a household
staple and by making it fun for them to come here or to have us in their homes.
VISION
To become one of the biggest leading photo and video shooting studio businesses in the district of
Chililbombwe. On the other hand, we will open up a stationary shop which will be providing services
such as photocopying, scanning, typing, printing, internet café, binding, printing of wedding and
kitchen party cards and T-Shirt Printing even banner printing.
OBJECTIVES
In addition to livelihood, we will be in this business for the enjoyment of photography and having
fun with people. We want to keep it more innovative.
Our objectives are:

To generate a comfortable net profit, getting and staying profitable

To have a client relationship system and call plan that will keep us on top of each of our client's
scheduled needs at all times.

To grow the business into video shooting of big events like wedding, kitchen party, birthday
party and other celebration events.
Lumagrafx Photo Studio
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KEYS TO SUCCESS
Our keys for success are:

Target marketing for the gateway products of baby pictures, high school photos and wedding
albums, kitchen party, birthday party and other celebration events.

Our system of tracking clients' ongoing needs for photos and taking the initiative to call them
for appointments.
BUSINESS SUMMARY (DESCRIPTION OF THE BUSINESS NAME)
LUMAGRAFX is derived from LUNDA, MATTHEWS and GRAPHICS as in GRAFX.
Matthews has worked as a photographer and freelance portrait photographer in Mufulira and Kitwe
for six years. He has found that personal customer relationships are the key to repeat business and
will open Lumagrafx Photo Studio in Chililabombwe.
BUSINESS OWNERSHIP
Lumagrafx Photo Studio is a proprietorship owned by Matthews Mwanza and Sandra Lunda. It will
open in a rented commercial room in town of Chililabombwe.
Matthews Mwanza and Sandra Lunda are graduates of Kitwe College of Education with primary
diploma in teaching.
START-UP SUMMARY
The total start-up requirements are broken down as follows:
Start-up expenses are itemized in the table.
Lumagrafx Photo Studio
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S/N
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
TOTAL
ITEM
CAMERA (CANON)
CAMERA BAG
LIGHTING SYSTEM (KIT)
TRIPOD
COMPUTER
EDITING SOFTWARE
PAYMENT PLATFORM
BUSINESS PERMIT FROM THE COUNCIL
BACKDROPS
STUDIO SPACE
FURNITURE
STOOLS
PHOTO PRINTER
EXTENAL HARD DRIVE (500GB)
LENS
LOGISTICS
PROP
TOTAL
QUANTITY
1
1
4
2
1
1
1
1
5
1
3
2
1
1
1
NIL
1
C/PRICE (K)
4500
250
1500
500
3000
900
50
600
1000
2000
2000
1500
1500
500
2500
600
1000
23900
TARGET MARKET SEGMENT STRATEGY
Our target market is families of college-educated people who are most likely to be professionals. This
is the population most likely to order professional photos on a regular basis, having both the means
and the desire for professional quality photographs.
Since women make most of the purchasing decisions in families, our specific target market is middleaged professional women and youths who seem to be glued on social Medias in
Chililabombwe, roughly over 20,000 people out of the total population of 90,530.
MARKET TRENDS
Photography has gone digital. Digital cameras are replacing conventional cameras faster than DVDs
are replacing VHS in video stores. Even cell phones have digital cameras on them. The uses of
photography have expanded as well because of Web pages on the Internet, social media
and email. Digital images are needed for printing uses as well, for such uses as brochures and business
cards.
Lumagrafx Photo Studio
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Photo studios have mostly switched to digital format because it also allows for easy processing and
manipulation. They have been less amenable to making digital files affordably available to clients,
and this is a trend on which we intend to capitalize as Lumagrafx Photo Studio.
MARKET NEEDS
Families have photos taken to preserve memories. Most photos are taken by consumers with their
own cameras, which are increasingly digital and are even part of their cell phones. Most of these
photos are low quality but no one cares because only the family views them.
Consumers generally engage professional portrait photographers when the photos will be viewed
outside the family and when quality matters. Professionals, such as those in our target market, often
have business needs for quality photos and have acquired a taste for them. These professionals have
families, too. They have the budget and the need to use them for their families because they often
entertain at home and their family photos will be on display. Just as they appoint their homes with
fine furniture and decorations, the photos on their walls need to exhibit quality.
Specifically, some of their needs include:

baby pictures

portraits for home or office

senior pictures for the high school yearbook e.g KCM Trust School

family pictures to send to family members

family newsletters

family, individual or business websites

portraits for business cards, such as for real estate agents

portraits for brochures and annual reports

Social Media Publications e, g Facebook, WhatsApp, Tweeter, Instagram, etc.

Wedding, Kitchen, birthday parties, any marriage practice e.g. Ichilangamulilo, Amatebeto.
Lumagrafx Photo Studio
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The world has become increasingly digital, but many professional photo studios have made it difficult
for people to enter the digital age. The traditional practice of retaining negatives to require clients to
return for prints has been carried over to charging high fees for releasing digital files of their portraits.
STRATEGY AND IMPLEMENTATION SUMMARY
The key element of Lumagrafx’s strategy is to reach parents of new born babies in target
neighborhoods soon after they leave the hospital. Parents and other relatives want baby photos several
times a year, and this pattern can form the basis of a long-term relationship. We will take the initiative
to phone parents to take pictures instead of waiting for them to remember, when parents request this
service.
COMPETITIVE EDGE
Our competitive edge is that we provide not only a photograph, but a program of ongoing portraits to
capture the special moments in an individual’s and family’s life. We then make the digital images of
their photos easily and affordably available for distributing on the Internet. On the other hand, we
will open up a stationary shop which will be providing services such as photocopying, scanning,
typing, printing, internet café, binding, printing of wedding and kitchen party cards and TShirt Printing.
PRICING STRATEGY
Our prices are competitive with other high-quality professional photographers in the area, but digital
files are delivered affordably by Flash Disk, CD or free by email. Our value added is in our
programs of calls to capture the growth of the family. Our prices will be like others but more
competitive in production.
Lumagrafx Photo Studio
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PROMOTION STRATEGY
Our studio will be having promotions from time to time. One of the promotions will be that for a client who
has taken five (5) photos should take two (2) for free.
SALES STRATEGY
A special for the first baby picture will be a regular feature of our pricing structure. This is offered
with the intent of getting the whole family on an ongoing basis as clients, because babies need photos
frequently and we want these families to be clients for life.
PROJECTIONS AND EXPE CTATIONS OF THE BUSI NESS PROGRESSION
DESCRIPTION
Soft copy
Hard Copy
advc Edited
wedding Booking
Kitchen Party Booking
Any marriege Booking
Birtday booking
EST PRICE
K10
k10
K20
K1000
K500
K300
K100
PER D
PER WK
10
5
10
25
ESTIMATED INCOME PER MONTH AND YEARR
PER MTH
60
30
60
1
1
1
1
154
PER YR
240
120
240
4
4
4
4
K16,000
2880
1440
2880
48
48
48
48
IN (K) PER YR
28,800
14,400
57,600
48,000
24,000
14,400
4,800
192000
SUPPLEMENTARY ASSUMPTIONS
From the table above, if one day can amount to (just) K200 then it can be assumed that one month can amount
to K200 × 26 days = 𝐊𝟓, 𝟐𝟎𝟎 that means, it will take four (4) to seven (7) months to recover the invested
capital which is K23,900.
WHY SEVEN (7) MONTHS?
The period has been stretched to seven months due to the fact that the employees will need their monthly
salaries and the rentals for the period of five (5) months and other possible delays that will be encountered
during the first probably two months because any new business needs to create foundation for the customers
Lumagrafx Photo Studio
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hence, the first two months might produce a poor or rather a slow pace of business because the studio will be
a new one in town thereby it needs to create customers.
PLAN ENDORSEMENT
This plan has been developed by Mwanza Matthews. It has been shared with and endorsed by
Dr/Mr/Mrs….....................................................................................................
and
Dr/Mr/Mrs…………………………………………........................................….
______________________________________________ Date: ________________________
______________________________________________ Date: ________________________
Director : Mr Mwanza Matthews
Lumagrafx photo studio
lumagrafxphotostudio@gmail.com
mwanzamatthews3@gmail.com
+260-962-300-666/+260-955-300-666/+260-978-300-194
Lumagrafx Photo Studio