30-min call with RobBook a proof-of-concept call
Job 01 · Estimating desk

// 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.

Book a proof-of-concept call30 minutes with Rob
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.

Customer RFQEmail, spec, sample PDF
Quantities
Size
Stock
Mailing
ItemInkFinishing
Invented request, no customer's data
Read into
your spec lines
Draft estimate specFor your estimator
Flat and finished size
Grade and basis
Versions
Price
Spec lineFrom the requestQuestion to ask
Invented draft, price fields left empty

// 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

Copies only
Prices can be blacked out
01

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.

02

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.

03

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.

04

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.

05

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.

Terms for the estimating testOwner decides
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

Request by request
spec lines and questions
Across the same 20 to 30 RFQsWhat your estimator wroteThe AI draft
Flat size and finished sizeFilled in from your estimatesFilled in from your estimates
Stock by grade and basis, as the customer meant itFilled in from your estimatesFilled in from your estimates
Ink per side and any named spot colorsFilled in from your estimatesFilled in from your estimates
Bleeds, folds, finishing and bindingFilled in from your estimatesFilled in from your estimates
Quantity breaks kept apart from versionsFilled in from your estimatesFilled in from your estimates
Proofs, mailing and delivery linesFilled in from your estimatesFilled in from your estimates
Questions your estimator also had to ask the customerFilled in from your estimatesFilled in from your estimates
Requests held back as too thin to fill inFilled in from your estimatesFilled in from your estimates
Blank for now. Every cell waits for requests your own desk has answered.Your reviewer marks each row, and that decision stands.

// 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

Ideas, not commitments
Each priced on its own
  1. 01

    Job ticket preflight

    Won jobs and their incoming files compared with the approved estimate before the ticket reaches prepress.

    Next
  2. 02

    Reorders against the last run

    A repeat order set beside its previous ticket, with each change listed for customer service.

    Then
  3. 03

    Estimate follow-ups

    Reminders on open estimates nearing the date your terms allow them to change, drafted for the account owner.

    After that

// 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?
A filled-in specification for the job and a list of questions for the customer, with each line showing where in the request it came from. Your estimator then does the costing, without first retyping the request.
Our customers often send one sentence and an old sample. Does that work?
Put some of those in the sample. The draft fills in only what the request and sample support and writes the rest as questions. Your reviewer judges whether those are the questions your estimator would have asked.
What happens with a paper it doesn't recognize?
It carries the customer's words as written and marks the line for your estimator. It never swaps in a stock of its own choosing, and matching a request to what's on your floor stays a person's call.
Can it work out how many up we'd run or which press to use?
No. Imposition, press choice, sheet size and spoilage are your estimator's decisions, and they feed the price. The draft stops at what the customer asked for.
We bid on government print work. Do those packages fit?
They can, if your reviewer includes them and the documents can be copied. The draft reads quality levels, quantity variation terms and paper codes as the solicitation states them. Whether your shop can meet them stays with your team, and this is not legal advice.
Rob Eason

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.
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  • 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.