Podcast Summary:

This Can't Be That Hard — Ep. 339
From Finance to Full-Time Pet Photographer with Ina Jalil
Host: Annemie Tonken
Guest: Ina Jalil
Date: October 21, 2025

Episode Overview

In this episode, Annemie Tonken is joined by Ina Jalil, who shares her transformative journey from a secure, high-paying finance job in Australian government to building a multi-six-figure pet photography business. The conversation explores the mindset shifts, business systems, and actionable strategies that enabled Ina to thrive in a niche market. Both aspiring and established photographers will find a wealth of practical advice and inspiration in Ina’s transparent retelling of her leap into entrepreneurship.

Key Discussion Points & Insights

1. Origin Story: From Grief to a New Calling

• Ina’s pet photography business began after the loss of her beloved dog, Mac, which revealed the scarcity of photographers specializing in capturing the deep human-animal bond—especially outdoors ([03:02–05:45]).
• Her search for memorable photos with Mac illuminated a market gap and ignited her mission:

  “I wish there was someone that could give this opportunity to me at this time. And I thought, well, why not do it? Because there's no one doing it.” —Ina ([05:45])

2. Initial Struggles and Taking the Leap

• Photography began as a hobby (since 2010), with modest earnings (~$5,000/year).
• Ina “went all in” on pet photography in early 2020, tackling fears about further niching down and building her portfolio through model calls and free sessions ([06:30–08:05]).

3. Investing in Growth: The Business Coach Decision

• Ina made a pivotal $5,000 investment in a business coach (Alex Kearns), despite fears as it equaled her prior annual earnings ([08:05–10:05]):

  “Within one and a half months, I made that money back already ... It just kept increasing.” —Ina ([08:50])

• Adopted in-person sales (IPS), pushing past discomfort with “selling.”

4. Managing Multiple Roles During the Transition

• While working full-time as a government finance manager, Ina juggled 2–3 (sometimes up to 8) photography sessions per week, a feat made possible by remote work during COVID ([10:05–12:52]).
• Her first full business year brought $40,000 revenue—an eightfold increase ([12:52–13:09]).

5. Translating Corporate Skills to Self-Employment

• Ina’s finance background proved invaluable for business operations, though she had to learn to stop “saying yes to everyone” and overcome mindset blocks around scarcity ([15:47–17:39]).

  “Our brain’s always trying to protect us ... I'm gonna be homeless and die in a ditch. That's not gonna happen.” —Ina ([17:32])

6. Quitting the Day Job: Practical Steps & Mindset

• She planned her exit, leveraging long-service and annual leave for a 4-month financial runway, and operated as if she no longer had a salaried income for a smoother transition ([17:39–22:19]).

  “I operated as if I wasn’t getting any other money ... Go, oh my gosh, it’s possible. Why didn’t I do this sooner?” —Ina ([20:01])

7. Business Systems and Scaling

• Adopted “profit first” financial management, set up CRM and automations, and prioritized paying herself first ([23:23]).
• Hired a virtual assistant (VA) before going full-time, contrary to typical advice. This freed her time for high-value tasks and became one of her best decisions ([23:56–26:22]):

  “It was the best decision because then the social media stuff, I didn’t have to like worry about that so much.” —Ina ([25:22])

• Continually refined processes using tools like Loom for training and ClickUp for documentation; systems enable her to onboard new staff with ease ([28:29–31:25]).

8. Rapid Growth: Numbers and Leverage

• Successive revenue leaps: $40k (2021) → $90k (2022) → $190k (2023) → $240k (2024), all primarily pet photography ([32:39–34:12]).
• Increased revenue while reducing bookings, thanks to higher average sales via in-person consultations and curated client experience ([34:12–34:41]).

9. Marketing Strategies and Data-Driven Adjustments

• Committed to tracking everything—sales, ad campaigns, clients—to measure what actually works, reflecting her financial analysis skills:

  “I track everything. I track my numbers, my business analyst mindset and finance. Everything needs to like, I need to know whether it’s working or not.” —Ina ([35:43])

• Notable marketing win: a simple, brightly colored text ad for International Dog Day yielded 74 leads, 18 bookings, and $38,000 from a $400 spend ([36:24–37:39]):

  “Calling Canberra dog parent. Registered to win for this competition ... That was just a text ... I had to turn off the other ad.” —Ina ([38:46])

10. Resilience and Mindset in Business

• Emphasizes the importance of taking action when bookings slow:

  “When I start spiraling into negative thinking, that’s when my business starts sinking ... So I put things into action.” —Ina ([39:01])

Notable Quotes & Memorable Moments

• On overcoming scarcity mindset:
  “I need to make sure that you know, I, I ran the profit first method ... and that was one of the things is paying myself was really important.” —Ina ([23:23])
• On investing in herself:
  “I signed up to a lot of courses and education. And I think that's something that have been really beneficial that I invested early on myself.” —Ina ([27:01])
• On growth strategy:
  “Reducing volume but increasing profitability.” —Annemie ([34:12])
• On adapting marketing by data:
  “If you change everything and then you're going it's still not working well or it's working: which change helped that to work?” —Ina ([38:07])
• On the power of follow-through:
  “That willingness to bet on yourself but also follow through … how much that has compounded in such a short period of time.” —Annemie ([41:09])

Timestamps for Important Segments

• Ina’s background & Mac’s story: [03:02–06:30]
• From hobbyist to paid photographer: [06:30–08:05]
• Hiring a business coach (risk and payoff): [08:05–10:05]
• Juggling dual careers & COVID’s silver lining: [10:05–12:52]
• First full-time year and corporate skills crossover: [12:52–15:47]
• Mindset challenges and quitting the day job: [17:39–22:19]
• Implementing financial systems & hiring support: [23:23–26:22]
• Refining processes—VAs, SOPs, tech tools: [28:29–31:25]
• Revenue growth and business model evolution: [32:39–34:41]
• Marketing wins and data tracking: [35:43–38:46]

Resource Links and Call-to-Action

• Ina's Podcast: The Pet Photographer's Journal — applicable to any portrait photographer, with both solo and guest episodes.
• 15-Minute Weekly Marketing Plan Freebie: A downloadable guide for consistent, actionable marketing (link in show notes).
• Ina's Business: Ina J Photography

Key Takeaways for Listeners

• Don’t be afraid to niche down—market gaps can be lucrative.
• Invest in yourself early (coaching, VA support, education).
• Systematize everything: finances, client experience, staff training.
• Track key metrics and marketing outcomes; adjust based on data, not hunches.
• Prioritize mindset work as much as marketing—resilience and self-belief matter.
• Take calculated risks, and always follow through on what you commit to (coaching, hires, campaigns).

For more actionable advice and inspiring stories, check out other episodes of "This Can't Be That Hard," and visit the show notes for direct links to Ina's resources and podcast.