Stop guessing what to charge.
Start building a more profitable design business.
You're busy ... you're delivering great work.
So why aren't the profits where they should be?
This toolkit includes everything you need to price confidently, talk money comfortably, and profit from your hard work.
And it's $100 - once off fee. No subscription.
What have you got to lose?
"There's 4 core skills needed to run a sustainable business: costing and pricing are two of those four.
This toolkit gives you skills to do both well."
Many creatives work incredibly hard but don’t make money.
The problem often isn’t a lack of clients.
It’s that your pricing is based on assumptions.
You might be charging what competitors charge.
You might have guessed your hourly rate.
You might quote based on what you think clients can afford.
This practical toolkit gives graphic design businesses a proven framework to understand their costs, establish profitable pricing and have better conversations about money with clients.
No complicated financial jargon.
No generic business advice.
Just practical tools designed specifically for creative businesses.
Every underpriced project reduces the profitability of your business.
A practical costing system for Australian designers
The Costing, Pricing and Profit Toolkit includes everything you need to price confidently, talk money comfortably, and profit from your hard work.
No fluff. No American sales tactics. Just practical tools built by Australian designers who've been exactly where you are
Planning template
The very first step … plan an expenses budget, otherwise pricing is just a guess. Understanding the money you need brings clarity to your sell price. We’ll help you to understand your true cost of doing business then help track whether you’re actually profitable (not just busy).
Pricing scripts
Never stumble through money talks again. The toolkit includes proven scripts for handling potentially awkward conversations. It’s language to keep sales conversations calmer, clearer and more consistent. They help reduce on-the-spot improvisation and promises you can’t keep.
Psychology of pricing
Pricing isn’t just a financial decision—it’s a communication tool that influences how clients perceive your value, trust your expertise, and decide whether to work with you. Understanding the psychology behind pricing helps you price more confidently and strategically.
Optional pricing
Traditionally, designers have supplied a costing to match the deliverables. Behavioural design research has found it’s better to include options, one a higher price-point, one meeting the brief, and the lowest cost delivering a minimal viable product. Completely different value propositions and corresponding prices.
Pricing calculator
Worth the download price by itself. A dynamic online tool that calculates your hourly cost rate by including admin, marketing, operating, vehicle, employment, occupation and wage costs. Including Aust-specific categories like WorkCover / Super. Use it to see what happens when you increase productivity by just 5%.
Profit tool
Every business has activities and outcomes that drive growth, profit and competitive advantage. Your task is to identify the elements of the stack and where you can add value or impact through design. It’s a win win. Your work delivers impact for the client and delivers more value. You get to capture some of the value through increased pricing.
Why the Costing, Pricing Profit toolkit works
No converting US advice or guessing about local costs. This is written for Australian creatives by Australian design practitioners. It includes Australian employment laws, tax structures, and industry standards.
Knowing what to charge is only half the battle. The bigger challenge is having the confidence to charge it and the skills to discuss it.
We ran a successful design studio for over 30 years. We’ve had the awkward money conversations, made the pricing mistakes, and learned what actually works.
Whether you’re fresh out of uni or have been “winging it” for years, the toolkit meets you where you are and shows you the next step.
This isn't about becoming a ruthless businessperson.
It's about being fairly paid for the value you create.
Get the complete Costing, Pricing Profit toolkit for $100 + GST
Ten tools to solve your costing, pricing profit challenges...
Reducing risk by identifying costing changes as you grow your business
An online, dynamic pricing and costing calculator plugged in and ready to go
Sample scripts to help you take control of challenging pricing conversations
A roadmap to move your business from a traditional production model
A step-by-step approach to move from a craft to a (more profitable) strategic level
A tool to help identify the right (profitable) client from the wrong (busy) client
How to price to showcase your skillset and expertise (but still answer the brief)
Understanding why clients purchase – spoiler alert – it isn't just a financial decision
A tool to destructure base costs, contingencies, profit and where to value-add
Benchmarking – it's not about comparison. It's about industry standards.
The calculator is a worth the download price by itself.
A dynamic online tool to calculates YOUR hourly cost rate
Common questions
The toolkit is written to be relevant to creatives at many stages in their career.
It includes a maturity assessment to help identify where your knowledge sits and which tools to use first. Start with the budget template and calculator, then grow into the more sophisticated pricing strategies
Yes. The principles apply whether you do branding, web design, packaging, way finding … or any visual communication. The calculator adapts to different business models and the conversation scripts work across all client types.
The toolkit includes specific strategies for transitioning existing clients and scripts for handling price objections. Plus, losing price-sensitive clients often makes room for better ones.
Most calculators just do basic hourly rate maths. This system includes business budgeting, margin calculations, efficiency factors, and most importantly – the psychology and conversation skills to actually implement the prices you calculate. And it’s Australian-based.
Not quite ready?
We get that, but this might be of interest.
We write a weekly article about managing a design agency
Each week we share research and thoughts about the business of design. We discuss the topics we’ve covered in mentoring, just in a less specific, more generic way. It’s free, all you have to do is subscribe. The archive of articles is here.
