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    A CODEPOET.COM BOOKCC BY-NC-SA 3.0, 2012

    http://creativecommons.org/licenses/by-nc-sa/3.0/http://creativecommons.org/licenses/by-nc-sa/3.0/
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    i

    CONTENTS

    PREFACE

    MARK JAQUITH

    REMKUS DE VRIES

    SHANE PEARLMAN

    PRICING RESOURCES

    A CODE POET BOOK

    01

    02

    09

    17

    23

    25

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    01

    PREFACE

    Lets be honest, you quite possibly got into developing or designing

    WordPress because theres a market for it.I you wanted to scrape a liv-ing together between burger flipping gigs youd still be working with Su-perSiteDesignerPro++! or FrontPage.

    That doesnt mean its always easy to get your pricing right in a competi-tive marketplace. Do you charge per hour, per project or some arcane com-bination o the two? Are you so confident in yoursel that youre charging

    three times the market average, but sitting next to your inbox waiting ora client? Or are you fighting off hordes o clientele, working 22 hours a daybetween caffeine inusions, and still barely making rent? Pricings not onlytough, its also a fiercely guarded secret or most people.

    Thats why Code Poet asked a handul o proessionals that have beenthrough what youre going through and come out the other side. People

    youve heard o, people doing very nicely thank you rom their WordPress-powered business.

    In this short book, Mark Jaquith, Shane Pearlman and Remkus de Vriestake you through their real world strategies and tactics or getting pricingright on your next WordPress project.

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    Mark Jaquith is a Lead Developer on the WordPress core.

    He operatesCovered Web Services, a reelance WordPress consultancy,specializing in security, scaling, perormance, and custom plugin unction-ality.

    MARK JAQUITH IS A LEAD DEVELOPERON THE WORDPRESS CORE.

    http://coveredwebservices.com/http://coveredwebservices.com/
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    03

    IF CLIENTS ACCEPT YOUR QUOTE,THEN THEY WOULD HAVE PAID YOUMORE.

    What do you wish youd known about pricing when you were just startingout?

    I wish Id known that i people arent resisting my prices, theyre too low.The only air price is what two parties agree upon. I clients accept yourquote, then they would have paid you more.

    What problems around pricing have you overcome, and how did you man-age that?

    Ive priced some flat rate projects too low. I learned to vastly overestimate

    how long things will take, so Im covered when unexpected scenarios arise.

    How did you arrive at rates that worked or you?

    Whenever I go six months without anyone challenging my rates, I raisethem.

    What do you think are the top three influences on arriving at an agreeablerate or your work?

    1. The clients budget.2. How much availability I have (less ree time means Im less likely to

    settle or less).3. How demanding I think the client will be (easygoing clients get a break,

    but demanding clients have to pay a premium).

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    I use TimerProFB, which interfaces with Freshbooks.

    http://community.freshbooks.com/addons/view/timer_pro/http://community.freshbooks.com/addons/view/timer_pro/
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    06

    MY ADVICE IS TO QUOTE MORETHAN YOUD SETTLE ON. SOME

    CLIENTS JUST LIKE TO HAGGLE ASSTANDARD PRACTICE.

    Do you present your client with an itemized bill or a flat all-in ee? Whatadvantages have you ound to that approach?

    I present clients with an all-in ee, unless there were extras that I paid or,such as signing them up or a or-pay web service.

    Do you have any advice or negotiating with a client? What percentage oyour projects involve price negotiation?

    About hal o my projects involve price negotiation. My advice is to quote

    more than youd settle on. Some clients just like to haggle as a standardpractice. They just want to get some reduction rom your original quote. I

    you can be flexible between your flat rate and your hourly rate, offer themboth options and let them choose.

    How flexible are you willing to be on price, and what plays into that?

    Usually Im quite flexible, unless Im completely booked up. What playsinto that is how much unbooked time I have, how interesting the project is,or how high profile the client is.

    Are there any actors you ofen orget when pricing a project?

    I find that its hardest to quote or projects that involve doing somethingI havent done beore. Even i I know in theory how to do it, I sometimes

    underestimate how much time it will take or me to research that particulartechnique or skill set.

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    DONT BECOME TOO SET IN YOURWAYS. HAVING A STYLE IS FINE,BUT A STAGNANT SKILL SET ISA LIABILITY.

    What additional value can a vendor provide, or strategies can they ollow,to increase their rate?

    1. Release ree plugins and/or themes. This makes you a known quantityin the WordPress community.

    2. Learn new skills. Just know Apache? Learn nginx. Just know Apacheand nginx? Learn Varnish. Never played with Memcached? Set up a vir-tual machine to play with it. You should constantly be learning. Theseexperiences are invaluable. They are the difference between knowledgein theory and actual experience.

    Any additional advice to share?

    1. Be honest with clients. I something goes wrong, own up, and make itright. People really appreciate honesty.

    2. Use something like Freshbooksto track your time and manage yourinvoices. Billing is a choredoing it by hand is a terrible idea.

    3. Automate the things that you hate, or that take too much time.

    4. Invest in an organizational and planning system likeGetting ThingsDone.5. Look at other peoples work.6. Connect with other consultants and proessionals.7. Dont become too set in your ways. Having a style is fine, but a stagnant

    skill set is a liability.

    http://www.freshbooks.com/http://www.davidco.com/about-gtdhttp://www.davidco.com/about-gtdhttp://www.davidco.com/about-gtdhttp://www.davidco.com/about-gtdhttp://www.freshbooks.com/
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    Use something likeFreshbooksto track your time and manage your

    invoices. Billing is a choredoing it by hand is a terrible idea.

    http://www.freshbooks.com/http://www.freshbooks.com/
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    Remkus de Vries is the founder of ForSite Media, a ull service Word-Press shop rom the Netherlands.

    When hes not busy organizing the next WordCamp Netherlands he lovessharing any and all insight on his blog RemkusdeVries.comor find himon Twitter at @DeFries.

    REMKUS DE VRIES IS THE FOUNDEROF FORSITE MEDIA.

    http://www.forsitemedia.net/http://remkusdevries.com/http://twitter.com/DeFrieshttp://twitter.com/DeFrieshttp://remkusdevries.com/http://www.forsitemedia.net/
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    FINDING A FRAME OF REFERENCEFOR PRICING WAS TOUGH.

    EVENTUALLY, I GATHEREDINFORMATION FROM FRIENDLYCOMPETITORS IN THE FIELD.

    What do you wish youd known about pricing when you were just startingout?

    I wish Id had some rame o reerence when it came to those deliveringquality. Especially or larger projects.

    Can you share more about the rame o reerence? Can you describe whatthe rame o reerence is? When you say those delivering quality are you

    reerring to houses that do the best quality work?What I mean by rame o reerence is that I would have liked to have hada notion o what people in the same field were charging. That would havegiven me a rame o reerence so I wouldnt have been guesstimating asmuch as I did in the beginning. And yes, I am reerring to houses that dothe best quality work.

    What problems around pricing have you overcome, and how did you man-age that?

    Finding a rame o reerence or pricing was tough. Eventually, I gatheredinormation rom riendly competitors in the field who were willing toshare some o their pricing strategy.

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    IF I GET MORE WORK THAN WE CANHANDLE FOR A WHILE, THEN THATFOR ME IS A SIGN THAT I NEED TORAISE MY RATES.

    Are you able to elaborate on theinormation you gained rom your

    riendly competitors? What advicedid they offer you? O that advice,what has been the most useul to

    you? I you were to give advice to ayoung Code Poet about how to setpricing, what would you say?

    The riendly competitors told mewhat to put in my quotes: the

    elements I should mention, makingsure that I dont just give a number,but that I elaborated on how that-number was built up. That is themost sound advice I have received.My advice to a young Code Poet

    would be to make sure that the cus-tomer knows exactly what he is get-ting or the money he is spending.I youre going to deliver a websiteand you have to install WordPress

    you are obviously going to provideor an uber sae WordPress installa-tion which will take longer than theamous five minutes. Mention that.

    Let them know that you do...extra.

    How ofen do you consider pric-ing? Is it something that you reviewregularly? Do you engage yourteam in the discussion? Other than

    getting more work than you canhandle, are there other reasons

    youve raised your pricing? Canyou describe those reasons?