The Portrait System Podcast: Running a 6-Figure Business in a Tiny Town in Canada with Kayla Butler (Re-Release)

Host: Nikki Closser
Guest: Kayla Butler
Release Date: August 27, 2025

Episode Overview

In this episode, host Nikki Closser interviews Canadian photographer Kayla Butler, who is running a thriving six-figure portrait business in a small town where, as Kayla humorously notes, there are "more moose than humans." Kayla details her journey from artistic beginnings and personal loss to launching a highly successful photography studio—with a business model and pricing that stands apart from local norms. The episode focuses on overcoming adversity, building value-based offerings, charging premium prices, and creating an exceptional client experience, even in a small market.

Key Discussion Points & Insights

1. Kayla's Background and Journey into Photography

• Early artistic roots: Kayla always gravitated towards portrait art, starting with drawing and moving to photography at 15.

• Personal challenges: She experienced a period where she "lost" herself by stepping away from photography, particularly after her mother’s passing.

• Impact of photography:

  "Every time I've stepped away from photography... it's kind of like looking through a TV screen at somebody else's life, like it doesn't, I don't feel like myself." — Kayla (03:00)

• Formal education: Attended college for two years studying photography but initially felt unequipped for business aspects.

• Major transitions: After moving back to Newfoundland and starting her own family, she reignited her passion for photography to reclaim her sense of self.

2. Starting a Business in a Small Market

• Tiny market dynamics: Kayla operates in a city with 19,000 people at night and roughly 30,000 during the day (04:13).
• Initial support: Benefited from ENLO (Newfoundland and Labrador Organization for Women Entrepreneurs), receiving income support and business planning help (11:11).
• Networking & community: Joined local business networking groups, vital for both support and client referrals.

3. Navigating Challenges and Setting Premium Pricing

• COVID startup: Kayla opened her studio just before the 2020 lockdowns, using the time to rigorously study business through the Portrait System community (13:21–15:09).

• Diverging from local norm: Despite all local photographers charging $200–$500 per shoot, Kayla stuck to a premium pricing strategy, positioning her offerings as unique and luxury (16:09):

  "I just said, no, I'm going to do it differently than anybody else here. I'm going to be selling product and really loving my work and wanting people to showcase it..." — Kayla (16:28)

• Value of prints/products: Emphasized the importance of printed work over "shoot and burn" digital galleries, focusing on legacy and emotional impact.

4. Building a Unique Client Experience

• Signature genres: Primarily shoots maternity, boudoir (selectively showcased), and “mommy and me” sessions (18:54).

• Clear boundaries: Refers out newborn work, practicing strong community-over-competition by recommending peers (19:34).

• Packages and pricing:

  • Session fee: $200 CAD (hair/makeup included)
  • Most common package: 15-image folio box at $1,799 + tax (average sale over $2,000 CAD) (23:26)
  • Payment plans are available.

• Experience details:

  • Clients arrive at 9am for hair and makeup, shoot runs until early afternoon.
  • Offers same-day image reveals, guiding selection while clients are still excited and “on a high.”

  "When they sit down and see how stunning they are as a person unedited, I think it means a lot more." — Kayla (37:10)

5. The Power of Community and Mindset

• Photographer community: Kayla maintains supportive relationships with other photographers in the area, fostering collaboration over competition—even when she’s the only one charging at her level (17:32).

• Handling objections: Always presents pricing and value upfront and responds to pricing objections with kindness:

  "I've never been met with any negativity because I don't really put out negativity... We're also Canadian, so we're very polite." — Kayla (42:43)

• Standing out: Kayla stands out by focusing on high-touch, luxury service, print products, and a fully guided studio experience. She credits much of her success to doing “what I love,” and encourages others to blaze their own trail, not follow the local norm (28:59).

6. Business Growth & Aspirations

• Future ambitions: Kayla is considering expanding to a larger city eight hours away, confident that her model will thrive in more populated markets (48:14).

Notable Quotes & Memorable Moments

• On pricing and client value:

  "The clients you get at $200 will more than likely not be the clients you get at $2,000." — Kayla (24:19)

• On industry standards:

  "If you're willing to pay your price, you're not charging enough." — Kayla (36:44)

• On referral culture:

  "We want to keep them happy... a thank you from me for choosing me and trusting me when no one else here charges these prices." — Kayla (46:51)

• On resourcefulness:

  "You're going to have to learn to MacGyver... You just need to know how to use light, how to manipulate light, how to see light." — Kayla (31:23–32:44)

Key Timestamps

• 03:03 – Kayla describes losing her sense of self when not engaged in photography.
• 08:56–10:31 – How becoming a mother and moving provinces led to starting her business.
• 13:21–15:09 – Navigating a COVID-era business launch by upskilling through the Portrait System.
• 16:09–17:32 – Deciding to charge above local rates and transition clients away from shoot-and-burn.
• 18:54 – Kayla’s niche genres and the importance of referrals.
• 21:12–23:48 – Detailed breakdown of Kayla’s session fee, packages, and sales process.
• 32:19–34:07 – Importance of resourcefulness and overcoming equipment obstacles.
• 35:36–36:18 – Payment plans and business logistics.
• 37:10 – The impact of same-day reveals and raw image presentations.
• 42:43 – Handling objections with kindness and positivity.
• 46:21–47:13 – Use of gift vouchers for loyal clients.
• 48:14–50:26 – Market expansion plans and larger city opportunity.

Quick Q&A Lightning Round

• Must-have for photo shoots: Connection and communication with the client (50:35)
• Life outside of work: Time with family, travel, and binging TV shows like Bridgerton (51:23)
• Product recommendation: Scrim (DIY), for beautiful soft light (52:02)
• Advice for beginners: Try every genre, know your numbers, and nail down your "why" (52:57)

Where to Find Kayla Butler

• Instagram: @kaylabutlerphoto
• Facebook: Kayla Butler Photography
• Website: kaylabutlerphotography.com

Episode Takeaway

Kayla Butler’s story exemplifies the power of self-belief, charging what you’re worth, cultivating a standout client experience, and building community—even in small, isolated markets. She proves that it’s possible to run a six-figure photography business anywhere, provided you offer unique value and run your business with heart.

Memorable Closing:

"You get to design your business and you get to design your life when you're an entrepreneur—and it's pretty awesome. So design it in a way that makes you happy." — Nikki (41:08)

(End of summary)