In my experience, ballpark estimation is usually used in the sales process, when bidding, and during other “client onboarding” moments. Sometimes it’s also used for ongoing projects, but that isn’t what we are going to focus on today. A ballpark figure is also called a “rough estimation” – it is a figure that omits a lot of details, doesn’t consider all the problems that may appear, and doesn’t focus on any technological aspect. The goal is to provide a general idea of the cost so the client can make a decision.
This is where the problem with ballpark estimation starts. If the idea behind asking for a rough estimation is to obtain a general idea of the cost of the project, then how can ballpark estimation help? The received answer will never be accurate, and it may even be so inaccurate that the estimated cost will have nothing to do with the final cost.
Requests for a rough estimation usually come from prospects who are looking to compare quotes from different vendors. They are often budget-aware and looking for the cheapest option available. If you are working with sales or with sales people, you probably know that most often, when prospects are looking for ballpark quotes, they don’t end up hiring your services.
The misunderstanding, in my experience, comes from the fact that people who are asking for quotes are not always aware of how software development works. There are too many factors to consider when creating a product and many moving pieces, no one is able to provide a quote that’s even 50% accurate.
That’s why my approach has changed recently – I’ve stopped giving ballpark figures. Firstly, because they don’t make any sense. Trying to guess how much a complicated project will cost is like reading tea leaves. And secondly, if the prospect is not willing to engage into the process of preparing a Scope of Work, then it’s almost certain that a project for such a client will never start.
But of course you’ll always have prospects who really need – or want – to get a ballpark figure from you. To deal with these scenarios, I will share with you my “magninute” idea.
Piotr Pozniak