Pricing Models
Part of Comparing agency proposals
Spotting assumptions hidden in an agency quote
Find volume, client-work, cost and tax assumptions in an agency quote, then resolve material gaps in writing.
Treat an agency quote as a price for work under particular conditions. Before comparing totals, establish who supplies the inputs, what volume is included, what is excluded and what happens if an assumption proves wrong. Put material answers in writing.
Find conditions that could change the job
Read the quote alongside the proposal, attachments and brief. Highlight phrases such as “client supplied”, “subject to audit”, “up to”, “existing assets”, “standard integration” and “to be agreed”. They may be reasonable boundaries, but each needs a meaning that fits your project.
An assumption matters when a change could affect the work, fee, timing or result. Ask about:
- Volume:
- How many pages, assets, campaigns, markets or review rounds are included?
- Starting condition:
- What is assumed about existing systems, data and reusable material?
- Client work:
- Who supplies copy, product facts, approvals, access and technical changes?
- External costs:
- Which media, software, licences or specialist services are outside the agency fee?
Suppose a website quote assumes your team will supply approved copy. If it cannot, ask for a copywriting option or a revised delivery plan before treating the quoted launch as achievable.
Record each material assumption
A short register clarifies the decision better than a list of vague concerns.
| Quote wording or gap | Question | Decision to make |
|---|---|---|
| “Existing assets will be reused” | Which assets, and who checks suitability? | Confirm the inventory or request a priced review. |
| “Up to two review rounds” | What counts as a round or correction? | Agree the review boundary. |
| “Implementation by client” | Which changes, by whom and by when? | Confirm capacity or request a price for implementation. |
| GST treatment unclear | Does the stated price include applicable GST? | Compare quotes on a consistent basis. |
These are prompts, not findings about an agency. Mark each answer confirmed, changed, excluded or unresolved; name who must settle a material open point.
Check the price and close the gap
A useful written quote describes the work, itemises costs, gives a total and states timing, revisions and payment terms. Check how applicable GST is treated. Confirm whether each stated total includes GST, so you do not assume two totals share the same tax basis.
If the price depends on an inspection, ask what will be inspected and whether the current amount is an estimate or a price for a defined first stage. Do not add a guessed cost to make offers look comparable. Ask the agency to price missing work or show it as an option; if your team supplies it, record that responsibility.
Send precise questions such as “Who resolves an integration fault found during setup?” Keep the written answer with the quote. If it changes the deliverables, fee or timing, request a revised written version before acceptance.
A formal tender may restrict how offers are clarified or changed, so follow its stated process. This check establishes what the offer means; it does not decide the legal effect of a particular quote.
