Identify the billable unit
Ask whether the subscription is charged per account, location, user, project, keyword or mention allowance. Write the unit next to every amount. A plan covering several locations cannot be compared directly with a per-location quote by looking only at the headline price.
Separate minimum commitments from variable charges. Include annual commitments, prepaid credits and required platform subscriptions. Mark taxes and currency conversion separately so the service margin is calculated consistently.
Build a quote comparison sheet
| Cost line | Question | Evidence to retain |
|---|---|---|
| Platform | Is there a minimum spend? | Dated plan or proposal |
| Client/location | How are bands and additional locations priced? | Allowance and overage terms |
| Usage | Are messages, mentions or exports limited? | Included units and excess rate |
| Service | Who performs onboarding and support? | Scope and one-time charges |
Keep monthly billing and annual effective rates in separate columns. A lower effective rate can still create a larger upfront cash requirement. Check renewal and cancellation terms before assuming a pilot can be stopped at any time.
Model three realistic agency sizes
Use your current client mix, the next planned onboarding group and a larger operating scenario. For each, count locations and usage instead of multiplying every cost by client count. A single multi-location client can use more capacity than several small accounts combined.
The basic model is platform fee plus the relevant usage charges plus delivery labor. With banded pricing, use the band total rather than multiplying its average unit price again. Treat the budget worksheet on our comparison page as a simple arithmetic aid for quotes that genuinely use per-location pricing.
Include the time your agency supplies
Estimate onboarding, daily triage, response preparation, approvals, reporting and client support. Run a pilot to replace assumptions with observed time. Record the work included in the retainer and what triggers an additional charge.
Gross contribution before overhead is client service revenue minus software, direct fulfillment and direct labor. It is not the same as profit. Keep sales effort and general overhead visible in your wider business model rather than hiding them in a product comparison.
Stress-test the proposal
Ask what happens when a client doubles its locations, mention volume spikes, an integration is lost or an account needs to be exported. Recalculate the cost when a discounted first year ends. These scenarios expose commitments that a starting-price comparison misses.
Choose a package that supports the service you have promised at a cost you can explain. Keep the dated supplier quote alongside the calculation so the model can be updated without reconstructing the assumptions.
Compare quotes with the same scope
Send every candidate the same client, location, user and usage inventory. Ask for a plan-specific return rather than a starting price. Put fixed band totals in their own line so they are not multiplied by locations again.
Acceptance criteria. A usable model shows the monthly cash commitment, variable usage, direct delivery labor and one-time setup separately. For a minimum-spend contract, ask which products qualify for credits: adding the full minimum to all qualifying product spend may double-count costs.
Turn these requirements into a shortlist with our guide to the best reputation management software for agencies. Compare each product against the workflow your agency will actually deliver.
Common questions
Can I multiply a vendor’s starting price by my number of clients?
Only if that price uses the same client unit and includes the features and allowances you need. Location bands, minimum commitments and usage limits often require a different calculation.
What if a vendor only provides custom quotes?
Send the same scope to each shortlisted vendor: clients, locations, users, required workflows and expected usage. Compare the returned terms against that shared scope.
A supplier advertises a $0 platform fee with a monthly minimum. Is the reputation product free?
No. Ask how qualifying product spend offsets the platform commitment and what happens below the minimum. Model the contracted cash payment and product charges once, using the supplier’s written terms.
Continue your fieldwork
This guide provides an operational planning framework. Product capabilities and commercial terms are documented in the linked comparison; validate your own requirements in a pilot.