The playbook
Agency Pricing Strategy: Template and Field Guide
This agency pricing strategy template turns a broad task into a record another person can use. It captures service, price, cost scope, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
For an illustrative $1,000 service with $400 in directly assigned delivery costs, contribution before other overhead is $600. State which costs are included. A price can look profitable until support, revisions, and usage costs are accounted for consistently.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| service | Record the service associated with this client or workflow record. Use a stable reference so later updates can be matched. |
| price | Record the price associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| cost scope | Record the cost scope associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| effort | Record the effort associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| contribution | Record the contribution associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with service. Use the same reference throughout the record so notes are not attached to the wrong item. Then estimate realistic fulfillment and support requirements. This establishes the information required before the worksheet becomes a request for action.
Next, choose a charging basis customers can understand. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as using a competitor's price without checking your own cost structure, rather than a broad instruction to “improve performance.”
Finally, review actual contribution after delivery and usage costs. Put model the service's actual workload and contribution assumptions in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Using a competitor's price without checking your own cost structure |
| Action | Model the service's actual workload and contribution assumptions |
| First check | Estimate realistic fulfillment and support requirements |
| Follow-up check | Review actual contribution after delivery and usage costs |
| Outcome to define | contribution per delivered service |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If price changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep contribution per delivered service connected to the item so the team can later assess whether the action was useful.
Match the scale of the process to the capacity of the constrained team. More incoming work does not automatically produce more completed customer outcomes. Locate delays and rework before increasing acquisition or expanding scope.
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