As an extension of Dazeley's article on pricing in the October issue of Photo Pro, here's his standard estimate template which he's very kindly shared with us...

WRITTEN ESTIMATE TEMPLATE
My lovely agent Sarah Ryder Richardson always prepares estimates in the form of a shopping list and tailors each one for individual jobs.  The clients can see for themselves exactly how the costs break down and can decide precisely what they do or do not need.

My advice is to go out there and make it happen, don’t be discouraged, a problem should always be seen as an opportunity, it is how you are going maximise this opportunity to show your skills and prove yourself ahead of the competition and nail the job.

Estimate for Photography - subject to full brief
Client:
Art Director:
Licence to use:
Territory:
Time period:
Provisional shoot date: To be confirmed
Basic Usage Rate (BUR): £

Colour studio/location digital photography of …. A total of … shots as follows - subject to final brief:

Photography:
Photography @ £ including pre/post production and time for testing = £     

Digital Costs:
Assistants / Digital assistant @ £ /day = £     

Digital capture, computer processing, downloading time,
file management, burning to cd, including material costs = £    

Digital prints @ £ if required

Studio usage/hire = £

Stylist – for props and wardrobe: cost subject to full brief
days research and pre-production @ £ /day = £  
days shoot attendance @ £ /day  = £
days returns @ £ /day  = £
Agency 20% = £

Stylist Expenses: at cost subject to final brief
Travel, parking congestion charge        £   

Props:

Wardrobe:

Prop and wardrobe transport:- cost subject to final brief

Hair & Make up Artist: cost subject to full brief
Charged at £ /day = £
Agency 20%


Models:
Agency costs vary, but you should allow £ /hour per model with a minimum time of 2 hours. If children under 18 are booked without parents a chaperone fee is charged.

Model Agency 20% = £  

Model Licence required: 

Casting:
Shooting a casting to client’s brief charged at half rate = £    

Assistants / Digital assistant    half day = £    

Casting administration for arranging and scheduling a
casting and negotiation of model licences = £  

Digital capture, computer processing, downloading time,
file management and burning to cd, if required = £  

Children charge £  to attend plus agency fee
Fitting fees @ £/model plus agency 20% - if required

Backgrounds: subject to brief

Travel:
Travel time charged at half photographer’s and stylist’s rate

Travel expenses: Charged AA recommended rate
Reccee costs  = £
Congestion charge  = £

Setbuilding: subject to final brief
All in figure to include labour, materials, strike, clear and transport  = £

Studio down time:
Charged at half rate for non shoot days, when studio is out of action
during set build prior to shoot and strike days following shoot  = £

Retouching and Computer manipulation: - cost subject to brief

Model making: subject to brief
All in figure to include labour, materials and delivery = £    

Reccee: if required
At half day rate

Home economist:

Location Finder:

Location Fees:

Producer:

Location Vehicle:

Lighting and Equipment Hire:

Wet Weather Provision:
To be discussed

Shoot Insurance:

Insurance:
Travel and medical insurance for Photographer, stylist and assistant

Prop Insurance : At cost subject to full brief

Extra insurance for photographic hire equipment

Carnet:
Non EED countries require a carnet for photographic equipment taken out of the UK. It costs £  plus 25% deposit of the value of the equipment. Most banks will supply a bank guarantee to cover the deposit

Administration fees:
Negotiation with and completion of required paperwork for
various London Boroughs to cover permits for each location        £     

Van and bike messengers at cost

Subsistence:
A  daily budget should be allowed for food and
drink for client, art director models, stylists etc.    allow    £   

Advance:
On a job of this size we would require an advance, one week prior to shoot date for out of pocket expense such as props, location fees etc.

All costs are exclusive of vat

Basic Usage Rate for further use:
A % age of the Basic Usage Rate (BUR) of £ is used for negotiations for extended or renewed licence of the above photography over and above the existing licence

Cancellation fees:
Cancellation of photographic shoot at less than 24 hours is charged at 100% of day rate.  Cancellation at less than 48 hours is charged at 50% of day rate.

Contingency fees:
10% of estimate total

Licence to use:
The licence to use as itemised above comes into effect from the date of payment of the invoice

Terms and conditions:
Payment is due within 30 days of the date of the invoice. No statement will be issued unless specifically requested.  The photographer, at all times throughout the world, retains the copyright in the photographs. No use may be made of the photographs before payment in full of the invoice without the photographers express permission. Any permission, which may be given for prior use, will automatically be revoked if full payment is not made by the due date or if the agency is put into receivership or liquidation. If the invoice is not paid within 30 days the Photographer reserves the right to charge interest at the rate prescribed by the Late Payment of Commercial Debts (Interest) Act 1998 from the date payment was due until the date payment is made