Preparing Project Estimates

I originally wrote this article way back in 2005, but the content is still very accurate, with only minor modifications. See http://www.stc-soc.org/quill/2005-10/freelance.php for the full original article.

It’s a fact that preparing an estimate is stressful. When you freelance, it’s not just your writing that builds your reputation—it’s also your ability to forecast and then stay within budget. Despite my experience as both a captive employee and as a freelancer, I still second-guess my estimates each time I prepare a proposal. Will the client think I am way out of the ballpark? Am I under-cutting my services? What parameters have I missed that might cause me to blow the budget?
When I quoted on my first freelance project, I completely under-cut my services not on rate but on time required. I hadn’t yet figured out my page-per-hour average and basically provided a pie-in-the-sky proposal that met the clients’ required (and unreasonable) date. In painful reality, I worked three 80-hour weeks to pull off the project, but I managed to come in on budget and time. Despite the sleepless week, I learned a few things:

• Under-cutting isn’t necessarily a bad thing. This client has come back to me for three additional projects, each one larger than the last.
• Take time to really think about your productivity. Hackos states that you need five hours per page for a User Guide, four hours per page for a Reference Guide, and four hours per topic for online help. I’ve found that I actually need three hours per page for a User Guide and two hours per page for a Reference Guide. The help metric is pretty accurate, especially if it's context sensitive and if I have to fight with RoboHelp.
• Take time to find out what you are getting yourself into. Ask MANY questions before you sign on to a project, including who your resources will be, who your main point of contact will be, and how you get paid. With my first client, I neglected to find out their accounting policy, so it took over two months before I finally received a cheque. It was a lean couple of months.

Per hour or per project?

Everyone struggles to decide the best way to estimate a project. Remember that most companies will require a dollar cap on a project, especially if the company must cut a P.O before you can invoice. So even if you estimate per hour, you need to give the client a reasonable estimate of the number of hours needed. I always quote per project, but I put a very obvious caveat in my proposal that states something like “if the number of hours consumed reaches within 10% of the total budget due to scope increase, the client must agree to allocate an additional number of hours to the project at x rate.” Most clients don’t even blink at this clause, but one did and gave me a hard time about it. I refused to remove the clause, and the client eventually signed it. Fortunately, we didn’t need extra budget but I hate to think about what might have happened if we did.

To have even a hope of estimating a project you MUST probe for any and all existing material that the client can provide up front. I sign an NDA before the client even agrees to hire my services so that I can get a copy of the software (or device in some cases), copies of the specs if they have any, and I talk to the client and developers on my dime. All told, I invest about six hours of my precious time (free of charge) before I can prepare a proposal that I am confident about. In some cases, I include a clause in the proposal that states the client will also agree to pay for my discovery work if they hire my services. That depends on the client though, and on the scope of the project.
Once I have a very good annotated outline of either the help system, book, or training modules, I apply the per page rationale. So, if my outline indicates a 100-page User Guide, and my working rate is three hours per page, that’s a total of 300 hours. Apply the dollar rate (say $60/hour), and we’re looking at a cool $18,000.

To calculate duration, also know the number of hours you are able to work in a week. If you plan to work 40 hours per week, divide 300 hours by 40 hours and you’ll get the number of weeks needed to complete the project. Make sure you add a little breathing room for slight changes in scope!

If the client faints at the thought of spending $18,000 on a mere User Guide, remind him/her that hiring a full-time employee to perform this task would cost somewhere in the ballpark of $25,000. (A full-time employee earning $60,000 per annum actually costs the company an additional $100,000 in overhead each year. Divide $160,000 by 52 weeks, then multiply the result by the number of weeks you estimated for the project. You should come in significantly less, and if not, re-think your proposal!)

What else do I put in a proposal?

Each time I complete a project, I learn a little more about what I should have included in the proposal. Here’s a brief synopsis of what I typically include:

• General project details—client name, address, contact name. I also include a clause stating the expiry of the proposal (usually 7 days after submitted), just to ensure the client doesn't sit on the proposal for too long. 
• Purpose of the project—make sure you know what the client is trying to accomplish with this project. Is it to increase sales? Is it to correct program functionality? Is it to satisfy user demands for documentation? Tailor your proposal to the clients interests, never your own!
• Annotated outline—for each component in the project (guide, online content, training, etc.) provide an annotated outline, and an estimate (usually a range) of the number of topics or pages required at the chapter level. Also provide a brief description of each component and how the component will help the client reach their goal.
• Authoring tools—forget your own preferences and really think about the tool that is best for the client. If the client plans to maintain the documents on their own after you hand it off, don’t encourage them to move to Framemaker. Use Word. Really. If on the other hand, the document you are creating will exceed 100 pages, don’t make yourself nuts trying to use Word book files. If you can make a good case to the client, include a sub-proposal for teaching a staff member to use Framemaker at the end of the project. If you need a specialized tool—say Flare or Dreamweaver, and you do not own the tool, include the cost as a line item within your proposal. If the client questions it, let them know that they will need the license to make any future modifications anyway, so they might as well purchase it up front.
• Required resources—provide a complete list of human and material resources that you will need to complete this project on time and on budget. List the interviews that you will need, the software, access to their system or network, contact with their customers, existing documentation, etc.
• Template—in many cases, smaller organizations do not have a style guide nor a ‘look and feel’ for their printed documents. In this case, I include creation of the style sheet and template within the proposal as a separate line item. I usually provide two different templates that they can choose between, or modify as needed.
• Reviews and Revisions—detail the method, amount of time, and resources required to provide reviews of your work. Also detail the number of revisions you are willing to provide, and a cut-off date for submitting changes. If you don’t include the cut-off date, the client can and will make you crazy with the ‘could you just change one more little thing’ requests after the project deadline has come and gone.
• Start Date and Completion Date—let the client know when you can begin, and also your rationale for the duration of the project. If you are working on more than one project at a time, remember that if you estimate 8 weeks, but the other project is also 8 weeks, you need a total of 16 weeks to complete both projects (if they are weighted equally).
• Cost—breakdown your rationale for the cost of the project into a simple chart. Don’t forget to include a plus HST statement if you are required to collect HST.
• Communication and billing—list all methods you will use to communicate status to the client. I submit a weekly report each Friday that informs the client of my progress for the week, the amount of hours logged that week, the amount of budget consumed, and the amount of budget remaining. I also provide a statement like ‘on budget and on schedule’ to let the client know that things are going according to plan. Make sure you include a section here about how you will invoice—monthly, bi-monthly, at the end of the project. Ask the client to provide the name and contact information for the Accounts Payable clerk at the company. This person can make the difference between getting paid eventually and getting paid on time.
• Project Schedule—propose a schedule and include real dates for drafts, meetings, interviews, etc.
• Signatures—always include a signature page at the end of the proposal, with space for both the client and yourself to sign. It doesn’t hurt to ask the client to initial every page also.

Two last bits of advice:

1. Remember that your proposal is also a writing sample. Take the time to spell check and edit before you submit it. You may not get a second chance to make a first writing impression.
2. If you can afford to do so, have a lawyer take a quick look at your proposal template. If a client defaults on payment, it’s comforting to know that your signed proposal will stand up in court.

Email me at leanne@leannerollins.com with your comments!

Is Freelancing Right For You?

A couple of weeks ago, I received a message from a technical writer asking for some advice about freelancing. When we met over coffee, we had an interesting discussion about the pros and cons of freelance work. This writer is at a place in her career and life where flexibility is a big draw, but expressed concern about obtaining consistent work (and of course, income!). All of this got me to thinking about how I got started as a freelancer, the challenges I faced initially and how I overcame obstacles. I hope that sharing my experience can help others seeking a better work/life balance who are looking to embark on a freelance career.

Part 1: How to Find Clients

Waaaay back in my career, I worked full-time. I know, crazy stuff. I was newly married, had no kids and therefore had seemingly endless amounts of time on my hands. I worked for a small start-up software company, and we worked very hard and played hard (such fond memories of Chinese take-out in the wee hours as we worked around the clock to get releases out), but I still managed to make time for freelance work on the side. The company I had recently left hired me to create some training docs for the software product that I knew inside and out, and I jumped at the opportunity. That was my first official freelance job, and it was 2 months in duration, and took every weeknight and weekend I could spare to get it done. I learned a lot about discipline during this point in my career. And here's my first bit of advice: when looking for freelance work, co-workers from your past jobs are a great resource:

Hit up past managers, stay in contact with your co-workers from past employers, and don't be afraid to ask them to put you in contact with the writing team at their current place of employment. 

Eighty percent of my contracts to date have been sourced through the great people I have worked with during previous jobs, or even during previous contracts. In today's job market, people stay at a job for two to three years only. That means your network of possible companies expands every time one of your co-workers leaves for a new position. LinkedIn is a fabulous resource for ensuring you stay in touch with past co-workers. Make sure you use it religiously, and stay in contact with the people who can help you find new work opportunities.

My second freelance opportunity came via a writer I met through membership in a professional organization. At the time, our local chapter (yes, it was the STC) was very active, and I assumed a role on the chapter council to expand my network. I met so many great writers during this time, and I soaked up the experience of some of the senior members who were generous with their time and advice. And that leads me to my next piece of advice: 

Find a mentor. Don't be shy about asking for help. People genuinely will want to help you (it's human nature really) and who doesn't love imparting wisdom to others? LISTEN to your mentor's advice. Buy them coffee often!

One of my mentors put in a good word for me with a fellow writer looking to hire a freelancer, and voila, my next opportunity fell into my lap. I completed five different projects for the client over a three year period, and despite three acquisitions for this company, they still seek me out for projects.  It really is all about who you know!

I attribute my third freelance opportunity to volunteer work. My husband is accountant, and he was the president of his local CA chapter for some time. When they wanted to produce a newsletter, I gave my time willingly, and helped them produce a professional-looking and well-written piece each month. FOR FREE. I made sure to include a nod to myself as editor of the newsletter (including contact info), and sure enough only a few issues later I received a call from an accountant who worked for a new start-up company who needed a freelance writer to create an entire suite of documentation. This advice is obvious:

Volunteer your time, and make sure you receive credit for your work. When you put yourself out there, you can find opportunities through the most unlikely of sources.

In my next post, I'll impart some thoughts about how to ensure repeat business.  I'm also planning a post to discuss the ever-important issue of rates. If there's a topic you'd like me to discuss, just leave a comment and let me know! Till next time...

Hardware Update!

It's been a very busy few months, but when our family laptop bit the dust, I took the opportunity to buy myself a new system with UPGRADES! After listening to advice and doing some of my own research, I bought a Lenovo L520 ThinkPad. Since I normally buy Dells, this was a departure from my comfort zone. I'm happy to report that the laptop is very fast (VERY!), but it's going to take some getting used to. I finally upgraded to Windows 7 (yes, I was still an XP holdout), so I can't find anything. Sigh. Productivity has dropped slightly, but I'm getting there.

I also went for the docking station and dual monitor setup. I had one additional monitor previously, but I just used the laptop as the second screen (my laptop was massive - 17" screen), so it worked well enough. Daisy (my cat) was kind enough to provide setup assistance yesterday (see pic), and voila, the new configuration is complete!

I am loving the two monitors. I can leave all my Adobe apps running (Framemaker, Photoshop and Illustrator) at the same time (and the laptop can actually handle it), and I can have the software I'm working on open too since there is so much screen real estate. Daisy seems to enjoy tanning in front of the monitors!

The boys reaped the benefits... I wiped the old laptop and put Windows 7 on it for them. They love the 17" screen, and it's much faster than the seven year old relic they were using! Even more reason to use You Tube. Sigh.

And now back to work! I have exactly 8 working days to complete 20 days worth of work. Wish me luck!

Just write it down

Exciting times in the Rollins house: my son had a writing project due this week! An essay no less, a full five pages on the ancient Egyptians and mummification. So much fun! As a English major, I cannot tell you how many essays I have whipped off in my time, often in the wee hours of the night the very day it was due. So when my son asked for my help, I rubbed my hands in glee.

The glee was short-lived. My son is 10. He isn't much of a writer. Enough said? Let's just say frustration levels ran very high for the first few minutes. He had pages of research already complete, but he couldn't figure out how to start. I was puzzled... he had so much material, how could he not just start? After a while, I figured it out. He was overwhelmed by TOO MUCH information. He just couldn't whittle down everything he had learned into a cohesive statement to open the essay. His problem was so clear to me, and I realized that a lot of people struggle with this, not just my 10 year old: the first go doesn't have to be perfect. I don't know very many writers who write flawless sentences from the get-go. It just doesn't happen. This process is just that, a process. Start by putting down keywords, add in a few adjectives, then start crafting sentences from there. Even bad sentences are better than no sentences at all. Here's the trick: you can always go back and edit. But if you never get started, you will never have a thing to edit.

After he put my advice into action, he whipped off paragraphs in record time. Together, we ran through an edit, and we talked about removing personal pronouns, subjunctive verbs (woulda, coulda, shoulda... shudder) and any "I, that" statements. I am proud to say my kid is now ready to whip off a University-level essay. Yes, I said he's 10. Maybe he will be a better writer than anyone expects, including me!

No margin for error

When new acquaintances ask me what I do for a living, I respond by saying "I'm a writer". Yes, I do this deliberately, because I know most people will immediately jump to the conclusion that I write fiction: "you mean you write books?" Um, no. Nothing quite so boring really.

Yes, I just called writing fiction "boring". You heard me right. You see, when you write fiction, you can afford to be wrong. Oh sure, fiction writers are definitely encouraged to be consistent, but I'm talking about the kind of mistakes that can make a difference between life and death. Imagine if Mr. Darcy had mistakenly called Lizzy "Liza" a time or two. Despite some embarrassment on the part of Jane Austen's editor, no reader would come to undue harm from this mistake. Or if Shakespeare messed up a few subject-verb agreements, well, so be it.

Here's where fiction and technical writing diverge. Imagine if I was writing for the medical field, and I wrote the following:

"When the patient's rapid heart rate has stopped, make a notation in the electronic record and release the patient from care".

Um, uh-oh. So if the patient's heart rate has simply returned to normal, all is well. But what if the patient's heart has actually stopped? I'm guessing the doctor will have no choice but to release the patient from care when the patient is dead, but let's hope that is not the case! Admittedly, this is a ridiculous example, but it illustrates the point -- technical writers cannot afford to be wrong or even slightly misinterpreted.

You can see why being wrong is just not an option.

On a side note, let's be clear that I'm not talking about grammatical errors. I'd rather be technically accurate than grammatically accurate, but that's another blog post for another day.

Now, not all subject matter is as serious as medical writing. I've written about subjects such as print devices, network connectivity, and even restaurant management software. I'm pretty sure no one will die as a result of a mistake I may have possibly made in any of these subject areas, but a mistake on my part could make somebody's job go incredibly wrong. What if I was writing a cookbook and my instructions mistakenly called for 1 tbsp of hot sauce, rather than a teaspoon? Someone's going to get a hot surprise! Or if my instructions led a user to incorrectly route internet traffic on the wrong subnet? Somebody is going to be soooo mad when they can't surf the internet!

Ah ha, now you get a sense of the excitement... Technical writers walk a fine line between getting it right and making it interesting enough to read. It's no picnic, let me tell you. Our subject matter is often dry, and it can take a very long time to vet the information we collect. The process can be slow and painful.

Nope, being right all the time isn't easy. I'm guessing that's why this profession draws Type A personalities... detail oriented (which is not the same thing as anal!), patient and yet bossy enough to drag information from even the most recalcitrant person.

So perhaps now you won't be so quick to assume that I write fiction because it sounds sexier. My job is so much cooler. And it pays better. Just saying!