How to Price a Project: From Costs to Quote
Pricing is not guessing. It is arithmetic: gather every cost, allocate overheads, choose your target margin, and calculate the price that delivers it. The Margin Calculator does the maths; this guide shows the workflow.
Last updated 2026-09-17.
The pricing workflow (do these in order)
- 1
List every direct cost
Open a spreadsheet. For this project, what will you spend that you would not spend otherwise?
- Subcontractor / freelancer fees
- Stock assets (photos, fonts, illustrations, code)
- Licences / plugins bought for this job
- Print, fabrication, manufacturing
- Hardware resold to the client
- Payment processing fees (Stripe ~2.9% + 30¢, PayPal ~3.49% + 49¢)
- Travel / materials specific to this project
Sum these. This is your Cost field in the Margin Calculator.
- 2
Allocate overheads to this job
Overheads exist whether this project happens or not. But each project should carry its fair share. Common methods:
- Time-based: (Your hours on this job ÷ Total billable hours this month) × Monthly overheads
- Revenue-based: (Project revenue ÷ Total monthly revenue) × Monthly overheads
- Flat per project: Fixed admin fee (e.g., £200/project) — simple but less accurate
Enter this in the Overheads field. It drives the Net profit and Net margin figures.
- 3
Choose your target gross margin
This is a business decision, not a calculation. Typical ranges:
- Pure service (low direct cost): 50–70% gross margin
- Mixed (some pass-through): 30–50% gross margin
- Heavy pass-through (media, print, hardware): 15–30% gross margin
Enter this in Target gross margin. The calculator shows the exact price you need to quote.
- 4
Check the net margin
The calculator shows Net margin (after overheads). If it's below ~15–20%, the project may not be worth the administrative burden unless it's strategic (portfolio, relationship, repeat work).
- 5
Round the quote sensibly
The calculator gives £6,666.67. Quote £6,700 or £6,750. The extra £33–83 is a buffer for scope creep or underestimated hours.
- 6
Run the tax calculation
If you charge VAT/GST, the client pays the gross. Your net revenue is the quote. Use the Tax Calculator in
Tax exclusive
mode to confirm the gross total the client sees. - 7
Build the invoice
Use the Invoice Generator. Reference the quote number in the PO field. The invoice total should match the quoted price exactly.
Worked example: a £10k website project
| Subcontractor (copywriter) | 1,500.00 |
|---|---|
| Stock photos / fonts | 300.00 |
| Plugin licence (project-specific) | 150.00 |
| Payment fees (est. 3% of quote) | 300.00 |
| Total direct cost | 2,250.00 |
| Overheads allocated (20 hrs of 160 hr month × £2,000) | 250.00 |
| Target gross margin | 50% |
| Required price (Cost / 0.5) | 4,500.00 |
| Rounded quote | 4,500.00 |
| VAT at 20% (client pays) | 900.00 |
| Client gross total | 5,400.00 |
| Gross profit | 2,250.00 |
| Gross margin | 50.0% |
| Net profit | 2,000.00 |
| Net margin | 44.4% |
Common pricing traps
- !Marking up cost instead of dividing for margin. 2,250 × 1.50 = 3,375 (37.5% margin, not 50%).
- !Forgetting payment fees. 3% on £10k = £300. That's 3% of revenue straight off your margin.
- !Ignoring overheads. Gross margin looks great; net margin reveals the business is breaking even.
- !Quoting net when client expects gross (or vice versa). Always confirm:
Is that plus VAT?
- !No buffer for scope creep. Round up. The client expects a round number anyway.
Deposit and milestone pricing
Split the quoted price into milestones. Common patterns:
- 50/50: 50% deposit on sign-off, 50% on delivery. Simple, protects both parties.
- 30/40/30: 30% deposit, 40% at mid-point (design approval), 30% on launch. Better cash flow for longer projects.
- Monthly retainer: Fixed fee per month for ongoing work. Price from your target net margin + overheads.
Each milestone gets its own invoice with its own sequential number. Reference the project and quote in the notes.
Retainer vs project pricing
| Factor | Project (fixed fee) | Retainer (monthly) |
|---|---|---|
| Scope | Defined deliverables | Ongoing availability / hours |
| Risk | You bear overrun risk | Client bears underutilisation risk |
| Pricing basis | Cost + target margin | Market rate × hours + margin |
| Cash flow | Lumpy | Predictable |
| Invoice Generator setup | New invoice each milestone | Recurring invoice, same line items |
Related guides
- Profit Margin vs Markup: The Difference That Costs You Money
- Gross Margin vs Net Margin: Which One Tells the Truth?
- Tax Exclusive vs Tax Inclusive: The Mistake Everyone Makes
- Freelance Contract Essentials: What to Include Before You Start
Try the calculators
- Profit Margin Calculator — enter cost, overheads, target margin → get the exact price to quote
- Tax Calculator — confirm the gross total the client pays
- Invoice Generator — build the professional PDF invoice
These figures are estimates for planning and quoting. They are not accounting advice, and do not account for income tax, corporation tax, or currency conversion on cross-border work.