The Estimator Pro
Project scoping and cost estimation.
"Every scope is a negotiation. The question is whether you negotiate with clarity or chaos."
Video Walkthrough
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 |
| Strategist | £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.