Guides
Guides
Plain-language guides to the numbers behind small-agency decisions: pricing, client profitability, capacity and cash. Most work through a fictional example with the arithmetic shown, so you can check each step.
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Cash runway for a small agency: a 20-minute monthly check
A 20-minute monthly runway check for small agencies: cash after tax, committed costs, receipts by expected date, a buffer and two what-if scenarios.
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How to set a realistic utilization target for a small agency
Count available hours, set utilization targets by role, see why 100% is the wrong target, and turn them into retainer capacity. Includes a monthly check.
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Markup vs margin: why a 30% markup is only a 23% margin
Markup is a share of cost; margin is a share of price. Convert one to the other, see what discounts do to margin, and set a target from your cost rate.
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When to reprice, rescope or drop a client: reading contribution per hour
Compare each client's contribution per delivery hour with a target, then decide whether to reprice, rescope or replace, and how to raise it.
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Client profitability for small agencies: contribution before overhead, per client, per month
How to measure client profitability as contribution before overhead: the four inputs, a worked monthly example, and how to read the margin.
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How to price a project so it still pays after delivery
Build a project quote from loaded rates, scope lines, contingency and direct costs, and see why quoted margin and delivered contribution differ.
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How to set an internal hourly cost rate for agency staff and freelancers
Work out what an hour of delivery costs your agency: salary plus on-costs over billable capacity, freelancer day rates, and blended vs per-role rates.
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Recording exchange rates monthly for agency reporting in mixed currencies
Why one exchange rate per currency per month is enough for agency management reporting, where to find central bank rates, and how to convert them.
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Retainer burn: how to tell when a retainer is underwater
Track included vs used hours, burn rate and headroom to spot an underwater retainer by week 2, then fix it with scope, rate or a renegotiation.
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Spreadsheet or software for agency finance: an honest decision guide
When a spreadsheet template is the right tool for agency finance, when software earns its fee, and what each costs over three years. Includes a checklist.