Pricing For The Web

BlendConf 2014 – Charlotte, NC

Transcript

1. PRICING FOR THE WEB | Brad Weaver
2. PRICING FOR THE WEB | Brad Weaver Brad Weaver @sbradweaver
3. PRICING FOR THE WEB | Brad Weaver Nine Labs Atlanta, GA Director of Design UX, IA, Design, Dev, Content
4. PRICING FOR THE WEB | Brad Weaver Let’s Be Honest.
5. PRICING FOR THE WEB | Brad Weaver Money is uncomfortable.
6. PRICING FOR THE WEB | Brad Weaver “Money taps into our deepest emotions and symbolizes what we fear, hope for, and desire in life.” ! -Mikelann Valterra
7. PRICING FOR THE WEB | Brad Weaver
8. PRICING FOR THE WEB | Brad Weaver It Makes You a Professional.
9. PRICING FOR THE WEB | Brad Weaver It Means You Have Self-Worth
10. PRICING FOR THE WEB | Brad Weaver Clients Want to Talk About Money
11. PRICING FOR THE WEB | Brad Weaver But you can’t expect clients to “just know” how all of this works
12. PRICING FOR THE WEB | Brad Weaver ***ADD IMAGE - Candy Mountain***
13. PRICING FOR THE WEB | Brad Weaver We Can Educate Clients
14. PRICING FOR THE WEB | Brad Weaver Always Looks Puzzled Never Asks Questions
15. PRICING FOR THE WEB | Brad Weaver A Better Question
16. PRICING FOR THE WEB | Brad Weaver How Much Do You Charge?
17. PRICING FOR THE WEB | Brad Weaver There is a Formula
18. PRICING FOR THE WEB | Brad Weaver
19. PRICING FOR THE WEB | Brad Weaver hours ÷ expenses + profit = rate
20. PRICING FOR THE WEB | Brad Weaver hours ÷ expenses + profit = rate The amount of time you are available for billable work.
21. PRICING FOR THE WEB | Brad Weaver Average is 100 hours ÷ expenses + profit = rate
22. PRICING FOR THE WEB | Brad Weaver Your total business costs, including your salary hours ÷ expenses + profit = rate
23. PRICING FOR THE WEB | Brad Weaver 10 to 20% on top of expenses hours ÷ expenses + profit = rate
24. PRICING FOR THE WEB | Brad Weaver hours ÷ expenses + profit = rate Your hourly rate used to calculate project cost
25. PRICING FOR THE WEB | Brad Weaver instacalc.com/22297
26. PRICING FOR THE WEB | Brad Weaver You Have the Secret Formula
27. PRICING FOR THE WEB | Brad Weaver
28. PRICING FOR THE WEB | Brad Weaver Value
29. PRICING FOR THE WEB | Brad Weaver
30. PRICING FOR THE WEB | Brad Weaver Define Your Market
31. PRICING FOR THE WEB | Brad Weaver Atlanta = 105% New York = 140%
32. PRICING FOR THE WEB | Brad Weaver Experience Matters
33. PRICING FOR THE WEB | Brad Weaver UX Designer $75-$120K
34. PRICING FOR THE WEB | Brad Weaver Sr. Web Designer $77-$107K
35. PRICING FOR THE WEB | Brad Weaver Jr. Web Designer $53-$80K
36. PRICING FOR THE WEB | Brad Weaver Front-end Dev $65-$90K
37. PRICING FOR THE WEB | Brad Weaver PHP/JS/Rails Dev $72-$102K
38. PRICING FOR THE WEB | Brad Weaver Find Your Rate
39. PRICING FOR THE WEB | Brad Weaver
40. PRICING FOR THE WEB | Brad Weaver What I Charge
41. PRICING FOR THE WEB | Brad Weaver $150 to $200 per hour
42. PRICING FOR THE WEB | Brad Weaver
43. PRICING FOR THE WEB | Brad Weaver Someone will always be cheaper
44. PRICING FOR THE WEB | Brad Weaver One does not simply get every project
45. PRICING FOR THE WEB | Brad Weaver What About Quality?
46. PRICING FOR THE WEB | Brad Weaver Does it matter?
47. PRICING FOR THE WEB | Brad Weaver “You are responsible for the work you put into the world.” ! -Mike Monteiro
48. PRICING FOR THE WEB | Brad Weaver Controlled Pricing = Creative Freedom
49. PRICING FOR THE WEB | Brad Weaver Higher Quality
50. PRICING FOR THE WEB | Brad Weaver Side Projects
51. PRICING FOR THE WEB | Brad Weaver Pro-bono
52. PRICING FOR THE WEB | Brad Weaver Learning
53. PRICING FOR THE WEB | Brad Weaver Doing What You Love, Loving What You Do
54. PRICING FOR THE WEB | Brad Weaver Avoid Emotional Pricing
55. PRICING FOR THE WEB | Brad Weaver Your gut is not a calculator
56. PRICING FOR THE WEB | Brad Weaver You Can Do Good Work & Make Good Money
57. PRICING FOR THE WEB | Brad Weaver
58. PRICING FOR THE WEB | Brad Weaver Core Practices
59. PRICING FOR THE WEB | Brad Weaver 1 Track Your Time
60. PRICING FOR THE WEB | Brad Weaver 2 Log Communications
61. PRICING FOR THE WEB | Brad Weaver 3 Get a Contract
62. PRICING FOR THE WEB | Brad Weaver 4 Define Scope in Writing
63. PRICING FOR THE WEB | Brad Weaver 5 Invoice on Time
64. PRICING FOR THE WEB | Brad Weaver 6 Set Boundaries
65. PRICING FOR THE WEB | Brad Weaver 7 Post-Mortems
66. PRICING FOR THE WEB | Brad Weaver 8 Manage Your Money
67. PRICING FOR THE WEB | Brad Weaver How Much is a Website?
68. PRICING FOR THE WEB | Brad Weaver Different Approaches
69. PRICING FOR THE WEB | Brad Weaver 5 Pricing Models
70. PRICING FOR THE WEB | Brad Weaver Value/Project Pricing Pricing Model 1
71. PRICING FOR THE WEB | Brad Weaver Flat Project Pricing
72. PRICING FOR THE WEB | Brad Weaver Flat Project Pros
73. PRICING FOR THE WEB | Brad Weaver Flat Project Cons
74. PRICING FOR THE WEB | Brad Weaver Average Flat Project Costs
75. PRICING FOR THE WEB | Brad Weaver How to Calculate a Flat Project Price
76. PRICING FOR THE WEB | Brad Weaver Your rate x How long you think it will take
77. PRICING FOR THE WEB | Brad Weaver Value-based Pricing
78. PRICING FOR THE WEB | Brad Weaver Flat vs. Value? Depends on the Client
79. PRICING FOR THE WEB | Brad Weaver Charge Bigger Clients More
80. PRICING FOR THE WEB | Brad Weaver The client is paying you for solutions…
81. PRICING FOR THE WEB | Brad Weaver not the time that it took to get there.
82. PRICING FOR THE WEB | Brad Weaver Ask for a budget
83. PRICING FOR THE WEB | Brad Weaver
84. PRICING FOR THE WEB | Brad Weaver Hourly Pricing Pricing Model 2
85. PRICING FOR THE WEB | Brad Weaver Hourly Pricing Pros
86. PRICING FOR THE WEB | Brad Weaver Hourly Pricing Cons
87. PRICING FOR THE WEB | Brad Weaver Hourly isn’t complicated, but it’s messy
88. PRICING FOR THE WEB | Brad Weaver Retainer Pricing Pricing Model 3
89. PRICING FOR THE WEB | Brad Weaver Time-based Retainer
90. PRICING FOR THE WEB | Brad Weaver Time-based Retainer Pros
91. PRICING FOR THE WEB | Brad Weaver Time-based Retainer Cons
92. PRICING FOR THE WEB | Brad Weaver Value-based Retainer
93. PRICING FOR THE WEB | Brad Weaver
94. PRICING FOR THE WEB | Brad Weaver Package Pricing Pricing Model 4
95. PRICING FOR THE WEB | Brad Weaver Package Pricing Pros
96. PRICING FOR THE WEB | Brad Weaver Package Pricing Cons
97. PRICING FOR THE WEB | Brad Weaver Investment Pricing Pricing Model 5
98. PRICING FOR THE WEB | Brad Weaver
99. PRICING FOR THE WEB | Brad Weaver “Beware of clients who want you to work for equity or other things that can’t be easily converted into rent.” ! - Mike Monteiro
100. PRICING FOR THE WEB | Brad Weaver RFPs & Discovery
101. PRICING FOR THE WEB | Brad Weaver Respond with a Contract, not a Proposal
102. PRICING FOR THE WEB | Brad Weaver Discovery – Get Paid to Provide a Quote
103. PRICING FOR THE WEB | Brad Weaver What did you say?
104. PRICING FOR THE WEB | Brad Weaver Discovery
105. PRICING FOR THE WEB | Brad Weaver Which is Best?
106. PRICING FOR THE WEB | Brad Weaver •Strategy/Consulting •Design •Front-end dev (HTML, CSS, JS) •Template projects •One-off components Flat/Value Pricing
107. PRICING FOR THE WEB | Brad Weaver •Complex dev •Team contributions •Repairs/maintenance •Small strategy, consulting, UX Hourly
108. PRICING FOR THE WEB | Brad Weaver •Strategy, consulting, UX •Repetitive/Cyclical creative •Sites that require routine maintenance •Content Strategy/Writing Time-based Retainer
109. PRICING FOR THE WEB | Brad Weaver •IA/UX •Campaigns •Branding •Content Strategy Value-based Retainer
110. PRICING FOR THE WEB | Brad Weaver •Small business •Theme/template based •Startups and launch sites •Good if you’re just starting out Package Pricing
111. PRICING FOR THE WEB | Brad Weaver Resources
112. PRICING FOR THE WEB | Brad Weaver •Creative Professionals Guide to Money -Ilise Benun •Design Is A Job - Mike Monteiro •Freelancer’s Bible - Sara Horowitz •Double Your Freelancing Rate in 14 Days - Brennan Dunn •Rework - 37signals •The Hidden Agendas: A Proven Way to Win Business & Create a Following - Kevin Allen •Web Design Confidential - Amanda Hackwith •The Real Business of Web Design - John Waters •The Business Side of Creativity - Cameron Foote •How to be a Graphic Designer Without Losing Your Soul - Adrian Shaughnessy Books
113. PRICING FOR THE WEB | Brad Weaver Insert Shameless Plug Here
114. PRICING FOR THE WEB | Brad Weaver • 99u • Freelancer’s Union • Creative Mornings • Marketing Mentor • How Design • International Freelancer’s Academy • Business of Freelancing (Podcast) Web
115. PRICING FOR THE WEB | Brad Weaver • Harvest, Freshbooks, Solo • Timely, Freckle • 10,000 Ft. • Rescue Time, Slife • Basecamp, Trello, Asana • Hipchat, Slack, Campfire • Ballpark, Bidsketch Software
116. PRICING FOR THE WEB | Brad Weaver • Mark McGuinness — Lateral Action • Ilise Benun — Marketing Mentor • Ed Gandia — Freelancer Academy • Red Lemon Club Coaching
117. PRICING FOR THE WEB | Brad Weaver github.com/ bradweaver/ pricingfortheweb
118. PRICING FOR THE WEB | Brad Weaver “The value of a dollar is social, as it is created by society.” ! - Ralph Waldo Emerson
119. PRICING FOR THE WEB | Brad Weaver Thank You!