Pricing & Scoping for Agencies – Ep. 180

About this Episode

Pricing services effectively can be overwhelming for agency owners, but a simple, universal formula can demystify the process. In this solo episode of the Agency Profit Podcast, Marcel Petitpas—CEO of Parakeeto and a leading expert on agency operations—dives into a powerful framework for pricing and scoping work profitably. Drawing from his talk at the All-In Agency Summit, Marcel explains how to normalize margins across all billing models, calculate delivery margin, and choose the best pricing model based on a project’s value and risk profile. Packed with practical insights, this episode equips listeners to optimize profitability, simplify pricing decisions, and confidently structure service offerings for maximum financial success.

Watch this Episode

Points of Interest

• 0:00 – 0:14 – Introduction to Pricing Framework: Marcel introduces a universal pricing formula that applies across all billing models, setting the stage for simplifying agency profitability assessments.
• 0:54 – 1:38 – Solo Episode Overview: Marcel explains that the episode will draw from his All Agency Summit presentation, covering how to price profitably and choose optimal pricing models.
• 1:50 – 3:08 – The Best Pricing Model: Marcel emphasizes that the “best” pricing model is the one that consistently delivers the best margin, not a specific method like value-based or hourly billing.
• 5:22 – 6:59 – Differentiating Pricing and Scoping: He defines pricing as determining what the client will pay and scoping as calculating what the service will cost the agency, advocating for separating the two.
• 8:00 – 10:03 – Introduction to Delivery Margin: Marcel presents delivery margin as the cornerstone metric for agency profitability, explaining how to calculate it using agency gross income and delivery costs.
• 11:02 – 12:34 – Setting Delivery Margin Targets: He recommends targeting a minimum 70% delivery margin to achieve healthy profitability after accounting for overhead and utilization inefficiencies.
• 13:15 – 15:14 – Finding the Minimum Price: Marcel shares a formula to calculate minimum pricing: dividing delivery cost by (1 – margin target) and adding any pass-through expenses.
• 16:39 – 17:16 – Introducing the Pricing Model Quadrant: The two vectors—client-perceived value and delivery risk—are introduced as key factors for determining the appropriate pricing model.
• 17:49 – 19:17 – Understanding Value in Positioning: Marcel explains how niche positioning increases perceived value, affecting the pricing strategy and client comparisons.
• 20:08 – 22:02 – Accounting for Delivery Risk: He discusses how accurately agencies can predict project costs and why risk significantly impacts pricing model selection.
• 23:00 – 24:55 – Matching Pricing Models to Risk and Value: Marcel outlines when to use models like time-and-materials, abstracted time billing, flat fees, or value-based pricing depending on project risk and value.

Show Notes

• All-in Agency Summit
• Chris Dubois & Dynamic Agency OS
• Free Agency Profit Toolkit
• Free access to our Model Platform
• Parakeeto Foundations Course

Love the Podcast

Leave us a review here.