How much should you charge?
Managing Risk and Selling Value

Rob Martin / @version2beta

http://twitter.com/version2beta

http://version2beta.com

https://github.com/Version2beta

Warning:
Ahead there be MATH

(But I made a calculator for you.)

Economic Order Quantities

The CRV Model

  • Complexity
  • Risk
  • Value

Some Caveats

  • BYO Business Acumen.
  • Damn it Jim, it's a model, not a doctor.
  • If you're pointing fingers,
    make sure you're looking in the mirror. Kthxbai.

Pro Tip

Ignore everything I'm about to tell you
and do Agile instead.

Some problems

  1. Working for the man.
  2. Selling your life by the hour.
  3. Client wants a fixed price.
  4. Client wants to go out of scope.
  5. It can be hard to get paid for out of scope work.

Some goals

  1. Pursue the right work.
  2. Avoid the wrong work.
  3. Mitigate risk.
  4. Charge according to value.

The model

Pq = o * log10 (C + R + V) * d + m

The model

Pq = o * log10 (C + R + V) * d + m

Pq:
Quote price.

The model

Pq = o * log10 (C + R + V) * d + m

C, R, V:
Complexity, Risk, and Value

The model

Pq = o * log10 (C + R + V) * d + m

o:
Overhead

d:
Ideal days

m:
Material and direct project costs

The model

Pq = o * log10 (C + R + V) * d + m

Overhead

Pq = o * log10 (C + R + V) * d + m

o: Overhead

Overhead

Moonlighter's example:

Match your preferred beer to your overhead rate.

  • Pabst Blue Ribbon - $50 / night
  • Spotted Cow - $75 / night
  • Guinness - $100 / night
  • Chimay Blue Label - $125 / night

Overhead

Freelance example:

  • I want to take home about $30,000 a year.
  • Taxes are about $7,500 a year.
  • Health insurance costs $6,000 a year.
  • I spend $1,800 a year on sales and marketing.
  • I spend $2,000 a year on new computers.
  • I spend $3,000 a year improving my skills.
  • I expect to do billable work three days a week.

Overhead per work day = ( 30,000 + 7,500 + 6,000 + 3,000 + 2,000 + 1,800) / 150

Overhead per work day = $415

Overhead

Agency example:

  • Operating Expenses (including payroll): $72,000 / month
  • Employees engaged in production: 5
  • Productive days per month: 20

Overhead per day per employee = 72,000 / (5 * 20)

Overhead per project day, per person = $720

Ideal days

Pq = o * log10 (C + R + V) * d + m

d:
Person-days required for the project
under the most ideal circumstances

Unicorn by Enokson

Direct project costs

Pq = o * log10 (C + R + V) * d + m

m: Materials and direct project costs.

Examples:

  • Travel expenses - hotels, meals, mileage, etc.
  • Hosting a development environment for the specific project.
  • Hiring a project manager.
  • Contracting specialized work.
  • Buying project-specific training materials.
  • Software licensing.
  • Etc.

Fuzzy Math

Not actually fuzzy, just logarithmic.

Complexity scale

Pretty much anyone in your field could do it.

There are few people in the area who can do it.

There are few people in the country who can do it.

It probably can't be done.

Risk scale

It's a cake walk.

There are some problems with the project.

There are signficant risks with taking the project.

That's just crazy talk.

Value scale

The financial impact of the project will be at least double the cost.

The financial impact of the project will be an order of magnitude greater than the cost.

The financial impact of the project will be two orders of magnitude greater than the cost.

An Arab prince has already written you a blank check.

The Hunger Game

How to discount your work:

  • Look for snacks, not huge meals.
  • Quote full price and then apply a discount.
  • Your discount may be a marketing expense.
    Talk to your accountant.

Advanced use: Nesting

Advanced use: Analysis

Ideal Cost:
o * d

CRV factor:
log10 ( C + R + V )

Hard, but worth it

Assholes and superheroes

Danger Will Robinson!

Sweet spot

@version2beta

http://twitter.com/version2beta | http://version2beta.com

version2beta's CRV calculator

Tech support is always free!*

* Free as in beer.
Means you buy me a beer and I give you tech support.