Penny McGoey, founder of "Becoming Images"
Married to a US serviceman and a mother of five, Penny McGoey wanted a career that could allow her to put her family first and also be able to move at short notice. She soon developed a passion for photography. Penny has since turned what started out as just a hobby into a successful boutique wedding and portrait studio in Juneau, Alaska called "Becoming Images".
As a full-time mother of five and wife to a US serviceman that had to be flexible with the transient life of a military family, Penny McGoey needed a career option that not only enabled her to put her family first but also to pick up and move whenever they were called to do so.
Penny became a photographer out of the joy of photographing her children.
“Photography was a hobby, a passion and a beautiful outlet for my creativity as an artist while I was invested in full time parenthood,”
-- she shared with Timely Visit.
Turning a hobby into a business
As the children grew, she took on freelance work on the side to earn some additional income and also to hone her skills. By the time the children were teens, Penny had developed a considerable passion for running a photography studio.
She transitioned slowly from freelance work to part-time work in 2005.
Then in 2008, the US Coast Guard sent her husband from their home in Washington DC to Juneau, Alaska. By this point, three of her children had graduated high school. She says it was a perfect opportunity to reinvent herself and her photography business.
“I re-envisioned my mission and hence, renamed my company Becoming Images as a representation of the beauty of transformation in our lives, hence the butterfly in my logo.”
Penny spent a few years growing the business in their new home in Alaska and when it had grown big enough, she decided to move it out of the house and turn it into a full-time business, opening her first 700 square foot photography studio in spring of 2011.
“It was a process... a growing... as natural as the unfolding of a butterfly's wings,”
-- she said about the transition of her business from hobby to freelancing to part-time to full-time.
Cornering the market
Penny’s is the only full-time photography studio operating in Juneau, the capital of Alaska.
She says her business model is one that caters to a discerning client looking for fresh, romantic photography and a boutique style environment for quality customer service.
“I bring a passion for lush marketing and irresistible imagery to everything I do... from how I decorate within the studio to having a professional makeup artist in the studio to style my clients for their photo shoots,”
-- she told Timely Visit.
“The style and emotion of my studio is beauty, romance, joy and transformation. Every decision I have made for my company is founded on those four words.”
Within two and half years, the business had rapidly outgrown the small 700 square foot studio, prompting Penny to purchase a large historic home in the heart of downtown Juneau.
Becoming Images went from photographing 10 high school seniors every year to 40 that first year when they went full-time in 2011. 2013 saw them grow to over 50 seniors and with the move to the new studio, they have photographed nearly 90 seniors this year.
Penny has gone from grossing less than $40,000 in 2010 as a part time photographer, to being on track to gross nearly $130,000 this year.
Her boutique wedding and portrait studio has been featured on several national wedding blogs and has also been a national winning model studio with Seniors Ignite, a senior portrait industry leading national model competition, for three years now.
What was the key to Becoming Images’ success?
Penny says the key to her business’ success was having an open, willing heart when the timing was right was the key.
“I had continued to invest in my education and equipment to be in the right position to receive the opportunity when it was clear that the market was aching for exactly what I had to offer,” she explained.
“I can clearly say that having a professional web presence, active social media interaction across several mediums and presenting a consistent, professional brand have been vital to the success Becoming Images has experienced,” she added.
“As a visual business, presenting my portfolio and business beautifully was essential.”
Interestingly, Penny says handling the business’ rapid growth has been her greatest challenge.
“It is a challenge to go from being a part-time photographer to a full-time photographer with a three month waiting list and hundreds of clients every year,” she revealed to Timely Visit.
Penny added that learning to manage the growing financial needs of the business alongside hiring employees and knowing when and what to delegate in order to best benefit the business have also not been easy.
What next now for Becoming Images?
Looking ahead, the grandmother of nearing six says 2015 will be the year of refinement and fine-tuning.
“I am working with small business mentors to fill any gaps that may be hindering me from reaching my goals as well as helping me to redefine my goals in fresh ways,” she disclosed.
“It is my goal to be nationally published in one or more magazines this year and submit my work for international awards this year.”
Penny has recently brought on a second photographer and image editor to enable the growth of her business to continue and says she aims to gross $150,000 in 2015, while meeting industry benchmarks for money management.
She further revealed to Timely Visit that she would like to apply for and receive grants to enable her to hire two more employees and do some more improvement with aesthetics in the studio as well as improve her speed and accuracy on the administrative side of the business.
A word of advice
To the wanna-be entrepreneurs out there who would like to imitate her success, Penny says, “Grow your skills, know your market and, when the timing is right, make a bold, professional, focused entrance into your market.”
“Know your worth and charge for it. Do not discount your work to grasp at potential clients. Be confident and be professional,” she added.
Penny goes on to share her simple mission statement, “Create an epic experience for your clients where they can feel pampered, empowered and beautiful. Be genuine in relationship with your clients and respect them with integrity and quality work.”
“Tell a beautiful story because that is the purpose of my art. Lastly, deliver on your promise... give quality customer service and exceed expectations wherever it is possible to do so.”