Equipment selection for a professional photography business

Photography Case Study

Needs Assessment

Desired Camera Specifications

Desired Computer Specifications

Camera Models Considered

Camera Reviews, Discussion and Selection

Computer Models Considered

Computer Reviews and Discussion

The purpose of this report is to provide research guidance, as consultants, to assist a small business owner's decision in purchasing new equipment. Since the business operates in the service industry, more specifically the photography industry, the equipment used to provide services is of vital importance. If services can be enhanced by using state-of-the-art equipment then this would provide a competitive advantage that would allow this service to outperform the competition. Therefore, this project will go to great lengths to identify to the hardware and software that will allow the small business to achieve the greatest return on its investment. The scope of this project entails choosing the camera and computer that will meet the requirements of the customer (photographer) which in turn will also meet the needs of the end user (photographer's customers).

Needs Assessment

The needs of the small business consist of two separate pieces of equipment. The first piece of equipment is the camera used to photograph clients. The second piece of equipment is the computer used to process the digital images and prepare the final product for the customer. Each piece of equipment has different specific needs requirements however it is also necessary to note that each piece of equipment must be fully compatible with the other. Since the equipment could potentially be purchased separately and be produced by different manufactures it is necessary to keep compatibility in mind throughout the design process.

Desired Camera Specifications

The camera will be the primary tool of the photographer and thus represent the most valuable piece of equipment in the entire business process. It will be used in the field by the photographer in whatever location the client requests. The location would generally be indoors however it could also include outdoor locations as well. It must also be portable as it will travel extensively with the photographer.

The required criteria for selection of a camera include a professional grade, high resolution digital image capturing capability. For cameras, the scale that rates these capabilities is generally referred to as its megapixel capabilities. Having a high resolution is important to a professional photographer is important because it allows them to create large high quality prints. It also allows them great ability to edit photographs, such as cropping images, without sacrificing any noticeable quality. Another requirement is that the camera be able to adapt to many different environments in terms lighting. For example, the camera should be able to take high quality photographs in both dim and well lit areas as well as both indoor and outdoor areas.

Mandatory Specifications:

High Resolution Capabilities

Professional Grade

Adaptable to Different Environments

Manufactures Warranty

Ease of Use

Desired Specifications:

Ultra-High Resolution Capabilities

On-screen Editing Options

Affordable Price

Desired Computer Specifications

The computer will allow the photo editing person the ability to upload the photographs from the camera and manipulate the photographs using image editing software. The computer must be portable to accommodate the travel needs of the photographer. It must also contain the minimum hardware requirements needed to run the image editing software as well as other related tasks such as accounting software and a scheduling program. It is also necessary to have a quality high resolution screen that will portray the images clearly for the editor to make the necessary adjustments.

The computer will primarily be used indoors however it may be advantageous to have a model that could be used outside as well. This would allow the photographer to have access to the software in the event of an outdoor photo shoot. An optional feature that would assist the image editor in editing the photographs would be a tablet pen; such as those found on a tablet pc. This pen makes tasks in the editing software (such as Photoshop) much easier. An example of this would be the ability to touch up blemishes with the pen as opposed to having to use a mouse or a track pad.

Mandatory Specifications:

Adequate Processing Power

Portable (Laptop)

High Resolution Screen

Manufactures Warranty

Ease of Use

Desired Specifications:

Tablet PC Capabilities

Outdoor Screen Viewing Capabilities

Affordable Price

Camera Reviews, Discussion and Selection

The two professional series Canon cameras (the EOS 1DS and the EOS 1D) received good feedback in terms of their quality (Photography Review). However, there were significant amounts of negative feedback given because of their weight and the ease of use. This fact coupled with the exorbitant price tags excluded these two models from making the short list. These models seem to be target for ultra-high end users such as modeling photographers.

The two mid-range products reviewed seemed to be fit for the intended use in this situation and therefore were added to the short list. The Olympus camera did not seem to fare well in the review process (Trusted Reviews). It does not offer as many features as other cameras in this price bracket and the design leaves much to be desired. The Canon ES 550D seems to be the clear winner in this review. From a business perspective, you could purchase several of these cameras for the price of one of the higher end models. It is capable of handling all of the needs of a small business photography service and also achieved very good feedback in the reviews (Camera Labs). Therefore, it is our suggestion that the Canon ES 550D be purchased as the business's new camera.

Figure 5 - Canon Review

Computer Models Considered

Four models of computers were also considered; all of which are laptops and one of these is a convertible tablet pc model. The first model considered was the Apple MacBook Pro 15" Aluminum MC 373. The aluminum chassis would make this model more rugged for everyday use and the Mac OS runs well with Photoshop (TechSouq).

Figure 6 - Apple MC 373

Two Dell models were also considered for this project. The first model that was considered was the Dell Studio 1558 (TechSouq). This model represents the top of the line model that this vendor offered that was manufactured by Dell. It has ample processing power to handle virtually any program that would be used in the photography business as well as a large screen for viewing the photographs. It was priced at 4,399 AED.

Figure 7 - Dell Studio 1558

The next Dell that was considered was the Vostro 1015 (TechSouq). It has many of the same features as the Studio Series however is priced significantly cheaper (2099 AED). The quality of this machine does not appear to match that of the previous model and this is an entry level product from Dell. Both Dell models come with a one year manufactures warranty.

Figure 8 - Vostros 1015

Finally the last computer considered is a tablet pc. The pen functionality of this type of computer will allow more options for image editing in the editing software. Blemishes and imperfections can be quickly erased with the pen of this type of laptop. The model considered in this comparison was the Fujitsu Lifebook T4210 (TechSouq). The price of the tablet pc is listed as 5,099 AED and the computer carries a one year warranty from the manufacture.

Figure 9 - Fujitsu Tablet

Computer Reviews and Discussion

The two finalists in the Laptop category were the Dell Studio series and the Fujitsu Lifebook Tablet PC. The Dell Studio was chosen for its processing power, its customer support ratings, and its display's size and resolution (CNET). The tablet pc was chosen for its versatility in input methods, its processing power, and also because you can easily carry this in one hand and use it comfortably when standing (CNET). This makes this computer very flexible and a better fit for its intended use and therefore it is our recommendation that this tablet pc be purchased for the photography business's use.

Figure 10 - Fujitsu Review

Short List Losers

Primary Reason(s)

Apple Laptop

Expense, Lack of Features

Dell Vostros

Entry-Level, Quality, Poor Resolution

Canon EOS 1DS

Extremely Expensive, Difficult to Use

Canon EOS 1D

Extremely Expensive, Difficult to Use

Conclusion

Our recommendations to the photography business are to purchase the Canon ES 550 D. camera and the Fujitsu Lifebook tablet pc to meet the needs of both the photographer and the image editor. The total cost of this expenditure will be 11,998 AED (5,099 + 5,099). The combination of these two items should allow the business to meet all of the needs of its entire customer base. This equipment combination also meets the portability requirements that are necessary because of the travel needs of the photographers. This combination of equipment should provide the competitive advantage that will allow this small business to succeed in the marketplace.