// Commercial printers · Print estimates
Print estimates drafted from the RFQ, with every price left to your estimator.
A customer's request for quote rarely says all your estimator needs. A free AI proof of concept has AI read copies of 20 to 30 requests your desk already answered, fill in the spec lines of each estimate and write down what the customer never said. Your reviewer, the colleague who knows your estimating best, lays every draft beside the estimate that went out.
- Answered RFQs
- 20 to 30
- Prices set by AI
- None
- Estimating systems touched
- None
// The one job
A thin request becomes a full set of spec lines
A buyer emails a PDF and two lines: 5,000 and 10,000, tri-fold, 100 gloss, mail to the list. Before any cost gets worked out, your estimator has to settle the flat and finished size, the stock by grade and weight, ink per side, bleeds, folds and binding, versions, proofs, mailing and delivery. Most of that reading is finding what was said and noticing what wasn't.
For the test, AI reads copies of requests your desk has answered and completes the specification side of your estimate, line by line, showing where in the request each line came from. Anything left open turns into a question worded for the customer. Price fields stay blank, and no customer sees a draft.
your spec lines
// Where requests fall short
What makes a print estimate hard to draft
Eighty pounds of what. A paper's weight means little without its grade. The Government Publishing Office's paper standards, September 2019 edition, weigh text and book papers as 500 sheets at 25 by 38 inches, cover papers at 20 by 26, and writing papers at 17 by 22. So "80 lb gloss" can name two very different sheets. GPO sidesteps the wording by ordering stock with JCP codes, a letter for the class and a number for the grade: A80 is an opacified text, L20 a vellum-finish cover. Each draft copies grade and basis exactly as the customer wrote them and asks when the request gives only a number.
Two sizes and a page count. A folded piece has the flat size it is printed and cut to and the finished size it folds down to, and many requests state one of the two. Page counts carry a similar trap. A saddle-stitched book runs in multiples of four, and one GPO program spelled out that its 16-page magazine "includes self-cover", where another buyer's 16 pages might mean 16 inside plus a separate cover stock. Whether art runs off the edge decides the sheet it needs, so a draft notes bleeds as stated and raises them when nothing is said.
A quantity break is not a version. Breaks price one job at several counts. Versions are different pieces: a regional edition with a new price panel, a language swap, a variable-data run where each sheet differs. That same GPO program's bid abstract priced makeready and setup apart from running per hundred copies, which is the arithmetic that makes the distinction matter, because versions decide how many setups a job takes. Ink has its own shorthand, with 4/4, 4/1 and 4/0 read front over back and a named Pantone on top of process making a fifth color. The draft writes these in your estimate's terms, and how many forms or plates they mean stays with your estimator.
Proofs and mail are spec lines too. The trade customs say press proofs aren't furnished unless the quotation requires them in writing, so "we'd like to see it first" has to be pinned down. GPO's program listed hard copy proofs and PDF soft proofs as separate prices, and judged soft proofs on text flow, image position and color breaks, never on color match. USPS holds a folded self-mailer to between 5 and 10-1/2 inches long and 3-1/2 and 6 inches high, 12 panels and 3 ounces, with the last fold along the bottom on most pieces, and raises its minimum paper from 70-pound to 80-pound book grade once a piece passes an ounce. Flats stop at 15 by 12 inches and 3/4 inch thick. The draft records what the request gave and lists what mailing still needs to know. Your mailing staff has the last word on what qualifies, and none of this is legal or postal advice.
Recycled claims, and what your reviewer watches. When a customer wants a recycled-paper line printed on the piece, the FTC's Green Guides at 16 CFR 260.13 say a claim about a partly recycled product should state how much by weight, and that singling out post-consumer content needs its own substantiation. A draft flags the request and the stock it depends on; wording stays with the customer and counsel, and this is not legal advice. Your reviewer, often the lead estimator, checks every spec line against the estimate you sent and every question against what your desk really asked. A request too thin to estimate should come back as questions, never as a guess.
// What you send
Requests your estimating desk has closed out
20 to 30 answered RFQs
The email, spec sheet or sample behind each one, with the estimate your desk produced. Mix in reorders, a job with versions, a mailed piece and a few you didn't win.
Your estimate's spec lines
A blank of your estimate form, or a screenshot of its fields, so drafts use the words your desk uses. Blacking out prices on the copies is fine, since no draft carries one.
House stock and finishing names
The papers you keep on the floor and how your shop writes them, plus your bindery options, so a request for gloss can be matched or questioned.
Mailing and delivery notes
If you mail, how your desk records class, permit use, drop dates and split shipments, in whatever form those notes take today.
An NDA, then copies
Signed before a customer's request moves. No login to your estimating system or print MIS, and requests that can't leave the shop get look-alikes built with your team.
// Before it starts
Written down before the first request is copied
Your owner and lead estimator put these on paper ahead of any file moving.
- Your reviewer
- The owner's pick, usually the lead estimator
- Success criteria
- In writing: which spec lines must match and how questions are judged
- Prices
- Left out of the drafts and out of the scoring
- Sample
- Chosen by your reviewer, thin requests and full spec sheets both
- Price of the live job
- A range, given before any request moves
// How the test is judged
Each draft beside the estimate that went out
| Across the same 20 to 30 RFQs | What your estimator wrote | The AI draft |
|---|---|---|
| Flat size and finished size | Filled in from your estimates | Filled in from your estimates |
| Stock by grade and basis, as the customer meant it | Filled in from your estimates | Filled in from your estimates |
| Ink per side and any named spot colors | Filled in from your estimates | Filled in from your estimates |
| Bleeds, folds, finishing and binding | Filled in from your estimates | Filled in from your estimates |
| Quantity breaks kept apart from versions | Filled in from your estimates | Filled in from your estimates |
| Proofs, mailing and delivery lines | Filled in from your estimates | Filled in from your estimates |
| Questions your estimator also had to ask the customer | Filled in from your estimates | Filled in from your estimates |
| Requests held back as too thin to fill in | Filled in from your estimates | Filled in from your estimates |
// After a yes
About 30 days on new requests
When your reviewer says yes, new requests get a draft spec and a question list for roughly a month.
Your estimator corrects the lines, asks the customer what's missing and sets the price, and only a person sends an estimate. The comparison carries on through the live month with the same table.
// Possible next jobs
Where estimating could lead
- 01Next
Job ticket preflight
Won jobs and their incoming files compared with the approved estimate before the ticket reaches prepress.
- 02Then
Reorders against the last run
A repeat order set beside its previous ticket, with each change listed for customer service.
- 03After that
Estimate follow-ups
Reminders on open estimates nearing the date your terms allow them to change, drafted for the account owner.
// One hard limit
It never prices a job.
Rates, paper costs, press choice, spoilage, markup and the number the customer sees stay with your estimators. The test never touches your print management or estimating system, your prepress software or a live job, and it never releases anything to the floor. A person checks every estimate, and a person sends it.
Priced per job. You get a range before the proof of concept and a fixed price before you sign.
Rob gives the range on the call, after hearing how many requests your estimators answer each month and how many are reorders.
// Questions
Estimating questions
If the AI doesn't price, what does my estimator get?
Our customers often send one sentence and an old sample. Does that work?
What happens with a paper it doesn't recognize?
Can it work out how many up we'd run or which press to use?
We bid on government print work. Do those packages fit?

Rob Eason, founder
// Book a proof of concept call
Start with RFQs your desk has already answered.
A half hour with Rob on your shop, your title, the job you'd test and roughly how many requests reach your estimators in a month. Keep every request and estimate at the shop until the NDA is signed.
- Co-owned a 60-employee financial services firm and sold his share to his partner.
- Ran GOSO Technologies, a Boston solar company rated 5/5 across 24 Google reviews.
- 5/5 across 83 reviews in HighLevel's Certified Admin Directory.
- 4.3/5 from 6 Google reviews of Massmarket AI.
- Every directory and Google review, critical ones included, is shown word for word at massmarket.ai/reviews.
- Takes every proof-of-concept call himself.
