Interview with Focal CEO Lachlan Shum

Value. It’s what drives our ideal clients to us. But what does value really mean and how can we create that without meeting face to face with our clients?

Lachlan Shum thinks he has the answer. A former trailer salesman, Shum captured the element of value by showing, not telling, his clients about what made his particular model the best one for them. He would ask them to step into the model, and then, BAM, he’d slam his fist into the roof, most of the time shocking his clients.

The Canadian winter can be brutal, so having a roof that is sturdy, and isn’t going to collapse under a ton of pressure, was what his clients needed.

Let me repeat that. Lachlan knew what they needed.

He’s taken this same approach to developing an all-inclusive web experience for photographers and clients alike. Focal empowers photographers to succeed on the basis of their art and was designed with the client’s value in mind.

“’But I have my prices listed right on my website’ is not value. Your customers want to know what they’re going to experience.”

Lachlan Shum

The vision for Focal was sparked by a trip to the Canadian Rockies where Lachlan struggled to find a professional photographer. The question stuck in his mind: Why is it so hard to book a photographer? Thus began a 2,000-hour journey of learning to create the first iteration of Focal.

Customizing packages, taking payments, and managing bookings are all integrated into the back end where the photographers can see their scheduled sessions while the front end provides information to prospective clients about what kind of session to expect, where to go, and how to book.

We truly enjoyed our conversation with Lachlan and think you will too! Hold tight folks, Focal is here and taking over 😉