Episode 310: Building a Business That Lasts with Stacey Rolfe

Release Date: April 1, 2025
Host: Annemie Tonken
Guest: Stacey Rolfe

Introduction and Background

In this engaging episode of This Can't Be That Hard, host Annemie Tonken welcomes Stacey Rolfe, a dynamic force in the photography business landscape. Annemie recounts her initial meeting with Stacey in Australia in 2022, highlighting Stacey's prowess as a community builder and connector. Stacey's dedication to helping photographers create profitable, organized, and sustainable businesses aligns perfectly with Annemie's mission, setting the stage for a rich and insightful conversation.

Transition from Law to Photography

[04:11] Stacey Rolfe:
"My name is Stacey Rolfe. I am English, as you can probably hear, but now live in Sydney with my husband and my two little kids. I was not a photographer my entire career... I actually trained to be a lawyer."

Stacey shares her remarkable journey from practicing employment law for 12 years in London and Sydney to pursuing her passion for photography. The catalyst for this transition was her desire to take affordable newborn photos for her daughter—a venture that quickly revealed the complexities of running a photography business.

Building a Flexible Business Model

[07:16] Stacey Rolfe:
"Coming from a world where things were very inflexible, one of the big drivers for me in leaving that career was the complete lack of flexibility... I really wanted to create a life that would flex around me, my kids, my priorities, and just allow me some breathing room."

Stacey emphasizes the importance of flexibility, especially for parents balancing family and business. She discusses the challenges of unlearning workaholic tendencies ingrained from her legal career and the ongoing effort to build a business that adapts to her personal life rather than the other way around.

Impact of COVID-19 and the Creation of Tog Hub

[14:20] Stacey Rolfe:
"Covid threw us the curveball and it really just like everybody really made me reassess what I wanted from my life and what was important."

During the pandemic, Stacey was on maternity leave when COVID-19 hit, providing her with the unexpected opportunity to pivot entirely to her photography business. The lockdowns led her to develop Tidy Tog, a service focused on setting up CRMs for photographers, which later evolved into Tog Hub. This initiative was born out of necessity, helping photographers manage their businesses more efficiently during uncertain times.

Importance of Systems and Client Experience in Photography Business

[10:53] Stacey Rolfe:
"I have always spent a really long time getting the back end of my business, working well, and investing in places that I think the return on investment is much higher."

Stacey delves into the critical role of robust systems in running a successful photography business. Drawing from her legal background, she prioritizes contracts, insurances, and client experience systems—elements often overlooked by photographers. She highlights the significance of automating administrative tasks to free up time for creative work, ensuring a seamless experience for both photographers and their clients.

[13:59] Stacey Rolfe:
"There is a foundational level of what you need... And then when you've got the foundation right, you just move up to the next level and that's when you refine, refine, refine."

Stacey introduces her "pyramid" model, advocating for a strong foundational setup before moving on to advanced optimizations. This approach ensures that every aspect of the business is stable, allowing for sustainable growth and continuous improvement.

Persistence, Foundations, and Continuous Optimization

[25:20] Stacey Rolfe:
"To succeed in business, you either have to be incredibly talented or incredibly stubborn... for most of us, the rest of us, it really is just about persistence."

Stacey underscores the importance of persistence over perfection. She argues that while exceptional talent can drive success for a few, the majority of photographers will thrive through relentless perseverance and dedication to foundational business practices. This mindset aligns with her philosophy of continuous optimization—constantly refining and improving every aspect of the business to achieve long-term success.

Helping Photographers Through Tog Hub

[28:27] Stacey Rolfe:
"They are all at all stages of business... They feel overwhelmed, they feel chaotic. They are usually incredibly talented."

Stacey explains how Tog Hub assists photographers at various stages by alleviating administrative burdens. Her services are tailored for those who recognize the chaos in their businesses but are unsure how to streamline their operations. By designing bespoke workflows and automating client interactions through CRMs like Studio Ninja and Pic Time, Stacey helps photographers reclaim their time and focus on what they do best—capturing stunning images.

[35:03] Stacey Rolfe:
"This is what I say to my clients. I'm like, this is the easiest thing to outsource because I just, I can do it all for you. You don't really have to do anything."

Stacey highlights the hands-on approach of Tog Hub, ensuring that clients feel supported and confident in their business systems. Her team's expertise, coupled with their understanding of the photography industry's nuances, makes the transition to automated systems seamless and stress-free.

Conclusion and Connecting with Stacey

[36:08] Stacey Rolfe:
"I am on Instagram @toghub... www.toghub.com... stacyrollphotography."

In the closing segment, Stacey provides listeners with ways to connect and engage with her services. She encourages photographers to reach out via Instagram or her website to explore how Tog Hub can transform their business operations.

Key Takeaways

• Flexibility is Crucial: Building a business that adapts to personal life enhances sustainability and reduces burnout.
• Systems and Automation: Implementing robust systems like CRMs can significantly streamline business operations, allowing photographers to focus on their craft.
• Persistence Over Perfection: Success often comes from relentless effort and continuous improvement rather than waiting for perfect conditions.
• Foundational Strength: Establishing strong business foundations is essential before moving on to advanced optimizations.
• Support Networks: Leveraging services like Tog Hub can provide the necessary support to manage and grow a photography business effectively.

Notable Quotes

• Stacey Rolfe ([07:16]):
  "I really wanted to create a life that would flex around me, my kids, my priorities, and just allow me some breathing room."

• Stacey Rolfe ([10:53]):
  "Investing in places that I think the return on investment is much higher."

• Stacey Rolfe ([25:20]):
  "To succeed in business, you either have to be incredibly talented or incredibly stubborn. For most of us, it really is just about persistence."

• Stacey Rolfe ([35:03]):
  "This is the easiest thing to outsource because I just, I can do it all for you. You don't really have to do anything."

Connect with Stacey Rolfe

• Instagram: @toghub
• Website: www.toghub.com
• Photography Portfolio: StaceyRolfePhotography

For more resources and actionable strategies to build a profitable and sustainable photography business, visit ThisCan'tBeThatHard.com.

This detailed summary captures the essence of the conversation between Annemie Tonken and Stacey Rolfe, highlighting Stacey's journey, business philosophies, and the invaluable insights she offers to photographers striving for success.