The Estimator Pro
Project scoping and cost estimation.
"Every scope is a negotiation. The question is whether you negotiate with clarity or chaos."
The Core Insight
The Estimator helps agencies scope projects and estimate costs before commitment. It takes project details and produces a resource plan with costs, margins, and client pricing.
This is a calculation tool for early conversations - helping you understand what a project will actually cost to deliver.
Why Estimation Matters Strategically
Most projects fail financially for predictable reasons: scope defined vaguely, budget set before scope is understood, trade-offs never discussed until too late.
Early, honest estimation surfaces trade-offs before commitment and protects the agency-client relationship.
How It Works
Step 1: Define the Project
- Project Name: What you're estimating
- Valid Days: How long the estimate is valid for
- Deliverables: List what's included in scope
- Notes: Assumptions, constraints, exclusions
Step 2: Build the Team
Add team members and hours using the role cards:
| Role | Default Rate |
|---|---|
| Creative Director | £150/hr |
| Art Director | £120/hr |
| Senior Designer | £95/hr |
| Designer | £75/hr |
| Senior Copywriter | £110/hr |
| Copywriter | £85/hr |
| Senior Planner | £120/hr |
| Account Manager | £90/hr |
Use "Quick Add Role" to add custom roles with your own rates.
Step 3: Add External Costs
Add any external costs that will be passed through to the client (photography, printing, media, etc.).
Step 4: Set Markup
Set your agency markup percentage to calculate client pricing from your costs.
Output
Labour Cost: Total internal team cost (hours × rates)
External Cost: Third-party and pass-through costs
Total Cost: Your actual cost to deliver
Client Price: Cost plus markup
Profit Margin: Percentage margin on the project
Rate Card Settings
Customise your rate card in Settings:
- Edit default hourly rates for each role
- Add new roles specific to your agency
- Rates are saved and persist across estimates
Remember: these are your COST rates. Client prices include your markup.
How It Fits The Suite
- Post-Concept: Take a concept from Prototyper, estimate what it costs to produce
- Pre-Pitch: Validate strategic ambition matches budget reality
- During Briefing: Show clients what their budget actually buys
- Standalone: Quick estimates for any project
Best Practices
- Always list deliverables explicitly - vague scope leads to scope creep
- Include assumptions in notes - what must be true for this estimate to hold
- Build in contingency for unknowns
- Review and adjust rates to match your actual costs
Common Mistakes
- Underestimating account management and revision time
- Forgetting external costs until too late
- Using rates that don't reflect true fully-loaded costs
"The best estimate isn't the most precise. It's the most useful for making decisions."
Exporting Estimates
The Estimator exports professional budget documents:
Word Document Export (DOCX)
- Project summary with client and scope details
- Cost breakdown table with line items, hours, rates, and totals
- Subtotal and markup calculations
- Total project cost prominently displayed
- Notes section for assumptions and exclusions
- Professional budget format suitable for client delivery
How to export: Complete your estimate, then click the Export DOCX button. The document is formatted as a professional budget suitable for finance teams and clients.