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. 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. 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. 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. 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. 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. 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. 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

Worked example: £10k website project pricing
Subcontractor (copywriter)1,500.00
Stock photos / fonts300.00
Plugin licence (project-specific)150.00
Payment fees (est. 3% of quote)300.00
Total direct cost2,250.00
Overheads allocated (20 hrs of 160 hr month × £2,000)250.00
Target gross margin50%
Required price (Cost / 0.5)4,500.00
Rounded quote4,500.00
VAT at 20% (client pays)900.00
Client gross total5,400.00
Gross profit2,250.00
Gross margin50.0%
Net profit2,000.00
Net margin44.4%

Common pricing traps

Deposit and milestone pricing

Split the quoted price into milestones. Common patterns:

Each milestone gets its own invoice with its own sequential number. Reference the project and quote in the notes.

Retainer vs project pricing

FactorProject (fixed fee)Retainer (monthly)
ScopeDefined deliverablesOngoing availability / hours
RiskYou bear overrun riskClient bears underutilisation risk
Pricing basisCost + target marginMarket rate × hours + margin
Cash flowLumpyPredictable
Invoice Generator setupNew invoice each milestoneRecurring invoice, same line items

Related guides

Try the calculators

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.