How to quote a project without eating the risk
The dangerous quote is the optimistic one. You estimate 20 hours because that is the work you can see. You do not see the missing brand assets, the extra stakeholder, or the round of “can we try it in blue.” Those hours still happen. They just happen off the invoice.
Price four layers, not one
- Production hours — the work if the brief is true.
- Revision rounds — named, capped, and converted to hours.
- Risk — a percentage for what you cannot see yet.
- Rush — a percentage for moving other clients.
The quote calculator multiplies them in that order, then shows a 40% deposit and a walk-away floor 15% below the quote. The floor exists so you can negotiate without falling into a hole.
Risk percentages that are not theatre
- 10% — written brief, one decision-maker, examples of “done.”
- 20% — normal professional work with a few open questions.
- 35%+ — “we’ll know it when we see it,” committee, no assets yet.
If risk is 35%, say so in the proposal: “This pad exists because the brief is still open. If we lock the brief in kickoff, the unused pad is credited or scoped into extras you choose.” That is adult pricing. Hiding the pad and then getting angry is amateur pricing.
Never send a number without a fence
A quote in a chat message is an invitation to expand. A quote inside a scope of work is a fence. The fence names what is in, what is out, how many revision rounds, and what happens when the fence moves — a change order, not a favor.
Use the scope of work note and, if you want the full set, the Client Close Kit.
Deposits are not distrust
Forty percent up front is standard for independents because your calendar is the inventory. If they cannot pay a deposit, they cannot pay the rest. Do not start pixel work on a verbal yes.