Place has several functions

When we say place, we are not talking only about a physical venue. A product or service usually needs three kinds of places.

PLACE OF EXPERIENCE
Where does the thing actually happen or exist?
Your mentoring may happen online.
Your workshop may happen in your village, a photography school, or an independent art space.
Your postcard may physically exist at a photobook fair, bookstore, exhibition, or in your own stock.

PLACE OF ACCESS
Where can somebody take the next step?
Buy.
Book.
Register.
Contact you.
For example:
your website
an online shop
a booking page
an email address
a bookstore
a festival table
a gallery

PLACE OF COMMUNICATION
Where will people hear that it exists?
A mailing list.
A photography school.
A photobook community.
A partner newsletter.
A poster.
A relevant online group.
A festival.
A recommendation.
​
These three places can be completely different.
Your workshop could happen in your village, be booked through your website, and be discovered through a photobook organization's newsletter.
That is already a distribution system.

Different offers need different places

​Do not try to put everything everywhere.
Your €10 postcard and €400 photographic work probably should not circulate in exactly the same way.
Your postcard needs almost no explanation and can benefit from easy access.
Your signed photographic work requires more trust, context, and visibility of the work itself.
Your €40 mentoring can happen online and needs a very simple booking door.
Your €150 workshop needs participants, a date, probably a venue, and communication.
Your €700 offer needs another decision.
Is this:
a longer course sold directly to participants?
or
a format commissioned by an institution?
These are different places and different distribution structures.
Place begins to test whether the repertoire you built in the previous lesson actually works in reality.

Your current problem

At the moment, your work exists, but the infrastructure around it is very limited. Someone almost needs to know you already in order to find you.
This creates a simple problem:
interest cannot easily become action.
Someone may like your work.
But then what?
Where can they see more?
Where can they contact you?
Where can they buy something?
Where can they book you?
Condition building means removing unnecessary friction.
You do not need to become visible everywhere.
You need to create clear places where the next action can happen.

    EXERCISE 1 — GIVE YOUR REPERTOIRE A HOME

    Take your seven products and services.
    For each one answer one question:
    Be concrete.
    Not:
    “online.”
    But:
    “on a page of my website.”
    Not:
    “in photography spaces.”
    But:
    “through a photography school”
    or
    “at a photobook festival.”
    Complete:
    For the €700 offer, also decide:
    B2C course or B2B institutional format?
    You can eventually develop both, but choose one first.

    EXERCISE 2 — BUILD THE DISTRIBUTION MAP

    Now ask one question for every offer:
    Choose only 2–3 places for each product or service.
    Think offline and online.
    For example:

    Postcard / pamphlet
    photobook fairs
    independent bookstores
    your website
    workshops

    Editing / mentoring
    your website
    photography communities
    former students
    professional recommendations

    Three-day workshop
    photography schools
    photobook communities
    artist-run spaces
    relevant newsletters

    Signed photographic work
    your website
    exhibitions
    collector networks
    gallery contexts

    ​Then mark each place:
    I control this
    or
    I need access / permission / partnership
    You do not need total independence.
    But you should know where your dependency sits.

    EXERCISE 3 — PUT THREE THINGS LIVE

    You do not need to launch seven offers at once.
    Choose:
    one entry offer
    one middle offer
    one high offer
    that you are ready to make genuinely available.
    For each one define:
    Where it exists
    Where someone accesses it
    Where you will communicate it
    What is still missing before it can go live
    For example:
    Pamphlet — €15
    Exists → printed at home
    Access → simple page on website
    Communication → photobook community + workshop participants
    Missing → product photograph + payment method
    The objective is simple:
    By the end of this lesson, three things should move from:
    I could offer this
    to
    this exists here, at this price, and this is how you enter.

    YOUR PLACE PLAN

    Submit your completed map:
    At the end of this lesson, create one final table ​then add:

    What needs to exist next?
    For example:
    a simple website page
    a registration form
    a payment link
    a contact page
    a PDF description
    a workshop date
    a venue agreement
    a list of places where I will communicate it

    This is where Place becomes condition building.
    You are no longer asking:
    Where could this exist?
    You are deciding:
    Where will I make it exist first?
    The goal is not maximum visibility.
    The goal is to build enough infrastructure for the work to move from:
    idea → place → access → encounter.