“I don’t need a full proposal yet. just give me a ballpark number.”
Every software agency hears this on the first sales call. It is a trap.
If you give a number that is too low, the client will hold you to it forever. If you give a number that is too high, they will hang up and call your competitor. But if you refuse to give a number, you look inexperienced or difficult to work with.
The ballpark estimate is one of the most powerful tools in your sales process, but only if you understand what it actually is.
It is not a guess. It is a strategic range designed to qualify the client’s budget before you invest days in writing a detailed proposal.
This guide explains the critical difference between a ballpark estimate and a detailed quote, and how to calculate a range that is safe for you and helpful for your client.
Table of Contents
- What exactly is a ballpark estimate?
- Ballpark Estimate vs. Detailed Quote (Comparison)
- The danger of the “single number” ballpark
- How to calculate a safe ballpark (The methodology)
- Using the ballpark to filter bad leads
- How devtimate helps you generate safe ranges
- Checklist
- FAQ
What exactly is a ballpark estimate?
A ballpark estimate is a rough pricing calculation provided early in the project discussions. Its purpose is not to close the deal, but to check if the client’s budget is in the same universe as your pricing.
It is derived from the American phrase “in the ballpark,” meaning “within a reasonable range.”
Unlike a detailed software estimate, which is built bottom-up (task by task), a ballpark estimate is usually built top-down based on:
- Historical data from similar projects
- High-level feature complexity
- Assumptions about the team size
It tells the client: “Based on projects like this that we have done before, the investment usually lands between X and Y.”
Ballpark Estimate vs. Detailed Quote (Comparison)
Confusion between these two documents is the #1 cause of disputes later in the project. You must make the difference clear.
| Feature | Ballpark Estimate | Detailed Quote (Proposal) |
|---|---|---|
| Timing | Provided after 1st or 2nd meeting. | Provided after Discovery or deep analysis. |
| Accuracy | Low (typically +/- 50%). | High (typically +/- 10-20%). |
| Format | A price range (Min - Max). | Specific breakdown of features and hours. |
| Goal | To qualify the client’s budget. | To sign the contract. |
| Binding? | No. It is for information only. | Yes. It is a commercial offer. |
If a client tries to sign a contract based on a ballpark number, you must stop them. You cannot commit to a scope you have not fully analyzed.
The danger of the “single number” ballpark
Never give a single number for a ballpark estimate.
If you say “This app will cost around $50,000,” the client hears “The price is fixed at $50,000.” If the discovery phase reveals complexity that drives the cost to $70,000, the client will feel cheated.
The solution: Always provide a broad range.
Instead of $50,000, say: “A project of this size typically falls between $40,000 and $75,000, depending on the specific integrations we choose.”
This range does two things:
- It protects you if the scope is larger than expected.
- It gives the client a realistic worst-case scenario (the high end).
How to calculate a safe ballpark (The methodology)
You cannot just make numbers up. Even a rough estimate needs logic behind it. Here is a simple formula to create a defensible range.
1. The Optimistic Low-End
Imagine everything goes perfectly. The designs are ready, the APIs work, and there are no bugs. What is the minimum effort? Example: 400 hours.
2. The Pessimistic High-End
Now imagine the reality. The client changes their mind, the API documentation is wrong, and testing takes twice as long. What is the safe maximum? Example: 700 hours.
3. The Range Presentation
Present the gap between these two numbers.
“Mr. Client, based on our experience, the optimistic scenario is $40,000, but complex projects often require more testing and refinement, bringing the investment closer to $70,000. Does your budget fit within this range?”.
This is safe because the “Optimistic” number hooks their interest, while the “Pessimistic” number anchors their expectations in reality.
Using the ballpark to filter bad leads
The ballpark estimate is your best time-saving tool.
If you spend 20 hours writing a detailed proposal for a client who has a $5,000 budget for a $50,000 project, you have wasted money.
Use the “Ballpark Shot” technique early in the process. State your range confidently. Then watch their reaction.
- Reaction A: “Whoa, that is way more than we expected.”
- Result: Good! You just saved yourself weeks of wasted work. You can disqualify the lead or offer a much smaller MVP..
- Reaction B: “Okay, that is at the top of our budget, but we can talk.”
- Result: This is a qualified lead. Now you can invest time in a detailed software estimate or a Discovery Phase..
How devtimate helps you generate safe ranges
Creating ballpark estimates manually is risky because it relies on “gut feeling.” devtimate allows you to generate data-backed ranges in minutes.
- Library of Components: Instead of guessing, drag and drop pre-set modules like “User Authentication” or “Payment Gateway.” devtimate pulls the average hours from your past projects.
- Automatic Ranges: The tool automatically calculates the Optimistic and Pessimistic variance for every feature. You don’t need to do the math.
- Professional Output: You can export a clean, one-page PDF that clearly labels the numbers as an “Estimate Range,” preventing any legal confusion with a fixed quote.
By using devtimate, you can give a fast, confident answer to the “how much?” question without risking your profitability.
Create your first safe ballpark estimate.
Checklist
✅ Always label the document clearly as an “Estimate” or “Budget Range,” never a “Quote.”
✅ Provide a range (Min - Max), never a single number.
✅ Base the low end on an optimistic scenario and the high end on a pessimistic one.
✅ Use the ballpark estimate specifically to check if the client can afford you.
✅ State clearly that this number is non-binding and subject to a detailed analysis.
✅ Follow up a successful ballpark estimate with a proposal for a Discovery Phase.
FAQ
1. When should I send a ballpark estimate?
You should provide it after the first or second meeting, once you have a general understanding of the goals but before you dive into detailed technical planning. It acts as a “gate” to the next stage.
2. How wide should the range be?
For a ballpark estimate, a wide range is acceptable and expected. A variance of 50% to 100% between the low and high end (e.g., $20k - $40k) is common because there are still many unknowns.
3. What if the client demands a fixed price immediately?
Explain that a fixed price without a detailed plan is a gambling game where one side always loses. Offer a fixed-price Discovery Phase instead. This allows you to define the scope precisely and then give a fixed price for implementation.
4. Can devtimate help if I don’t have historical data?
Yes. devtimate comes with template data for common software features. You can use these industry-standard baselines to create your first estimates and then refine them as you complete more projects.
5. Is a ballpark estimate legally binding?
No, provided you clearly state it is an estimate for informational purposes only. Always include a disclaimer that the final price depends on the detailed scope of work.
The ballpark estimate is not about being vague. It is about being professional.
By giving your clients a realistic price range early, you treat them with respect and protect your own team’s time.
Stop guessing. Start calculating. Use devtimate to build ranges you can trust.
