Episode 271 – 3 Metrics You Need to Know to Hit $100K In Your Business

AS SEEN IN

Most photographers avoid numbers. But if you want a business that supports your life instead of stealing your time, tracking just three KPIs can change everything. Whether you’re aiming for six figures or simply want to stop working nights and weekends, today I’ll walk you through how to use these metrics to get your life back.

So if you want to make smarter decisions, stop guessing, and finally get paid what you’re worth, hit play and enjoy the episode!

Table of Contents

The 3 KPIs That Drive a Profitable Photography Business

1. Number of Clients

Stop chasing “more.” The real key? Knowing how many clients you actually need.

If your average order is $2,000, you only need 50 clients to make $100K.
If it’s $1,000, you need 100 clients.
But if you’re giving away digital files for $200, you’ll need 500 clients. That’s when burnout hits hard.

▶ Pro tip: Boutique businesses focus on fewer, better clients—not high volume.

2. Average Order (aka Average Sale)

This one number can shrink your calendar and grow your income.

Most photographers underestimate their average order—or don’t track it at all.
Want to double your income? Focus here. Every $100 increase in your average order gives you more time back.

▶ Pro tip: Shift from giving everything away digitally to offering tangible, printed artwork that’s easy to fall in love with—and invest in.

3. Cost of Goods Sold (COGS)

Even big orders can leave you broke if you’re not watching your expenses.

Your goal: Keep COGS under 25%, ideally closer to 20%.
That means if you sell $1,000 of artwork, your cost to produce it should be no more than $200–$250.

▶ Pro tip: Partner with one trusted lab like WHCC to simplify and maximize your margins. Chasing cheaper options wastes time and profit.

Why This Matters So Much

Without tracking these three numbers:

You won’t know if you’re truly profitable
You’ll feel stuck in a loop of busy-but-broke
You’ll waste time copying others who aren’t profitable either

But with them? You’ll make confident decisions, serve better clients, and finally build a business that pays you AND gives you your life back.

Final Thoughts

This isn’t about being perfect with spreadsheets. It’s about knowing your goals and tracking the three numbers that actually move the needle. Because when you know your numbers, you know your power. So take five minutes today and start tracking. You’ve got this, friend.

RESOURCES

Boutique Breakthrough Workshop: My 8-week roadmap for growing a joyful, profitable studio

Follow Sarah on Instagram – DM “Conversation Starters”

Grab the Free NYT Bestselling Book for Photographers

Join Our Free Facebook Group – Get the mini-class

Watch New Videos on YouTube

Subscribe & Review the Podcast on Apple

Episode 270 – 12 Years in Photography: Rachel’s Path from $600 Sessions to $4,000 Sales

Twelve years in business. Hundreds of sessions. And yet, Rachel Bausch was stuck—burned out from delivering huge digital galleries for $600 a pop, wondering if she'd ever make enough to support her family. But something shifted. She drew a line in the sand, joined...

Episode 269 – How to Use the “7-11-4 Framework” to Book More Clients Using Pizza Fundraisers and Yoga Class (Plus, Everyday Errands)

If you’ve ever poured your heart into a social media post that says “Now Booking!”—and heard crickets—you’re not alone. But here’s the truth: people don’t book photographers just because they see one nice image. They book when they know, like, and trust you. That’s...

Episode 268 – How to Use the 7-11-4 Framework to Book More Photography Clients Using Pizza Fundraisers and Yoga Class (and Other Everyday Errands)

What if your next best photography client isn’t online… but standing behind you at school pickup or sharing a mat at yoga? In this powerful episode, I’m walking you through why paid ads often fail small photography businesses—and how to build a smarter, more...