What if your service business could reach customers in more than 350 locations worldwide? That’s exactly what Flytographer, a Canadian company offering professional photography services, has accomplished by connecting travellers with photographers in destinations around the world. From capturing proposals in Paris to family photos in Tokyo, the company shows what’s possible when a service-based company scales internationally.
On a recent episode of Export Development Canada’s (EDC) Export Impact Podcast, founder and CEO Nicole Smith shared how she grew her business across borders, navigating cultural and operational challenges. She was joined by Paulina Cameron, chief operating officer, to discuss how strategic partnerships and EDC support have helped the business succeed.
Where to listen to this episode
Tune in to the Export Impact Podcast and find out how Flytographer overcame challenges to scale globally.
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From travel idea to global services brand
Flytographer started out of necessity during Smith’s trip to Paris in 2013. While visiting the city with her best friend, she realized there were no easy ways to book a professional photographer to capture their travel memories.
“You end up coming home with all these awkward selfies or photos taken by strangers,” Smith says. She was lucky to have one good photo with her friend and asked herself what could be done to help travellers capture great vacation memories.
Initially, growing the travel business was a challenge. Smith juggled a full-time job while experimenting with different approaches. From manually hiring photographers on Craigslist to honing the business model through trial and error, her path was marked by determination and resilience.
The company started with a website listing professional photographers in 18 cities and has grown into a global enterprise serving more than 100,000 travellers. Today, Flytographer facilitates seamless bookings with expertly vetted photographers in iconic destinations around the world, helping customers capture the perfect photo of their honeymoon, family, group or solo vacation.
A key part of Flytographer’s mission is to get mothers back in the picture. Smith and Cameron, both mothers, noticed that the family matriarch is often behind the camera instead of in front of it. “We’ve actually captured more than 30,000 moms and gotten them back into the photo through Flytographer,” says Smith. “It’s something we’re really passionate about.”
Overcoming challenges to scale internationally
Global expansion hasn’t come without challenges. Flytographer grew rapidly, so Smith was suddenly managing payments to photographers in dozens of currencies and navigating cultural differences across continents. The logistics of running this global ecosystem were complex, but transparency and adaptability helped create consistency and trust.
Smith remembers the time they were locked out of PayPal and couldn’t pay their photographers for four weeks. “Because we had built so much goodwill over the years and there was so much trust, they stuck with us,” she says. Shortly after, Flytographer upgraded to a more scalable payment platform to prevent future disruptions.
The company has leaned on support from EDC as it expanded. “Our business is seasonal,” Cameron says. “We see our highest bookings from April to September. Managing cash flow on an ongoing basis is something we keep an eye on, and lines of credit are one of the most important pieces to supporting that.”
Smith and Cameron didn’t just rely on EDC for financial solutions; they also consulted with their EDC account manager and accessed resources and webinars. Cameron says, “Knowing that there’s someone you can reach out to and say, ‘Hey, we’re thinking about this, or this is coming up, is there anything you’re aware of that we can tap into,’ is so valuable.”
Lessons learned from scaling a services business
Scaling internationally often means unexpected hurdles. Smith and Cameron shared some critical lessons from Flytographer’s export story.
1. Cultural differences
Building a globally consistent customer experience while honouring cultural nuances was a priority. “We’re inclusive, so photographers need to be comfortable photographing same-sex couples,” says Smith. “These are the issues that can pop up and if there’s not alignment there, it’s not going to be a good fit.”
Clear training protocols ensure Flytographer photographers embody the brand’s values. Smith says they’re “trying to find a balance between what’s expected in a Flytographer experience and make that as consistent as possible globally, while also allowing spaces for local flavour.”
2. Seasonal cash flow
Because Flytographer is a travel-dependent business, they need robust financial management. Cameron says having a line of credit backed by EDC kept the business stable during low seasons.
3. Expanding distribution
Cameron says about 97% of their business comes directly from consumers. “We recently saw a study that talked about travel advisors making up 25% of all booked travel,” she says. “We really see an opportunity to engage in relationships there and meet customers where they’re already engaging with a travel professional who can recommend a photoshoot.”
Flytographer’s tips for Canadian entrepreneurs
Smith and Cameron offered actionable advice for entrepreneurs ready to grow their business internationally, including:
Solve real problems: “Make sure you’re solving a problem that really matters to people and that they’re willing to pay for,” says Smith.
Test and iterate: Don’t wait for perfection—start small and improve with experience. “You don’t need to be an expert or have everything figured out,” Smith says. “I started this business knowing nothing about photography. I just wanted to solve a problem.”
Focus on your “why”: A foundational mission statement keeps teams motivated during tough times. Flytographer aims to help people remember their favourite stories—forever.
Invest in relationships: Building strong teams and communities can help your business weather tough times.
Find the right support: Use platforms, like EDC’s solutions, to mitigate risks and access financial tools that fuel growth.
Support that turns vision into reality
Flytographer’s journey from a simple idea to a global services brand highlights the power of innovation, resilience and strategic partnerships. By using EDC support, they were able to scale their operations and enrich the travel experiences of countless customers worldwide.
Listen to this episode of the Export Impact Podcast on edc.ca, or subscribe on Spotify, Apple, or Amazon Music and start turning your global business goals into reality.
The content for this customer profile was sourced from the company website, interviews and other third-party resources, but EDC hasn’t independently verified the information or data.
This content was partially created using generative artificial intelligence (GenAI).
