Pricing Services 101: How to Calculate Overhead & Labor

There is a moment in every service business owner’s life where the math stops making sense.

You look at your team. They are booked solid. You look at your revenue. It’s hitting record highs. You look at your client list. It’s growing.

Then you look at your bank account, and it’s empty.

You ask yourself: “If we are so busy, why aren’t we making any money?”

The answer is almost always Pricing. Specifically, it is the failure to understand the true cost of delivering your service.

Many SMB owners price based on “gut feel” or, worse, by copying their competitors. They think, “My employee makes $30 an hour, so if I charge $60 an hour, I’m doubling my money! That’s great profit!”

This logic is the silent killer of service businesses. That $60 rate isn’t just covering the employee’s wage; it has to cover the rent, the software, the insurance, the non-billable time, and the taxes. If you don’t calculate these hidden costs down to the penny, that “profitable” hour might actually be costing you money.

At Out of the Box Technology, we help businesses fix their financial foundations. We have seen thousands of pricing models, and the ones that succeed all share one thing: they are built on data, not guesses.

In this guide, we will walk you through the “Cost-Plus” Pricing Model. We will teach you how to calculate your true Labor Burden, how to allocate your Overhead, and how to set a price that guarantees profit on every single invoice.

The “Pricing Stack”: The 3 Layers of a Profitable Price

To set a price that works, you must build it layer by layer. Think of it like a cake.

1. Layer 1: Direct Labor (The Burdened Rate). The true cost of the person doing the work.

2. Layer 2: Overhead Allocation. The cost of keeping the business doors open.

3. Layer 3: Profit Margin. The reward for the business owner.

Most businesses stop at Layer 1. Let’s break down how to calculate all three.

Step 1: Calculate Your “True” Labor Cost (The Burden)

The biggest mistake is confusing “Hourly Wage” with “Hourly Cost.”

If you pay a technician $30/hour, that is just the tip of the iceberg. You also pay for payroll taxes, benefits, insurance, and—crucially—non-billable time.

To find your Burdened Labor Rate, follow this formula:

A. The “Fully Loaded” Annual Cost

Let’s calculate the cost for one employee, “Tech Tim.”

• Base Salary: $62,400 ($30/hr x 2080 hours)

• Payroll Taxes (FICA, FUTA, SUTA): ~$6,240 (approx. 10%)

• Worker’s Comp Insurance: ~$3,000 (varies by industry)

• Health Benefits / 401k: ~$6,000

• Equipment/Software Licenses: ~$2,000

• Total Annual Cost: $79,640

So, Tim doesn’t cost $30/hr. He costs the business $79,640 a year.

B. The “Billable Efficiency” Factor

Now, we have to divide that cost by the hours Tim actually works for clients.

Tim is paid for 2,080 hours a year (40 hours x 52 weeks). But he is not billable for 2,080 hours.

• Vacation/Holidays/Sick: -160 hours (4 weeks)

• Training/Meetings: -100 hours (2 hours/week)

• Admin/Travel/Downtime: -300 hours

• Total Billable Hours: 1,520 hours

This means Tim is only earning revenue for the company 73% of the time. This is a realistic “Utilization Rate” for a service business.

C. The Calculation

The Reality Check:

You thought Tim cost $30/hr. He actually costs $52.39/hr.

If you were charging the client $60/hr, you were only making $7.61 per hour to cover all your overhead and profit. You were likely losing money on every job.

Step 2: Calculate Your Overhead Rate

Now that we know the cost of the person, we need to add the cost of the company.

Overhead includes all the expenses that cannot be tied to a specific client:

• Rent & Utilities

• Office Staff Salaries (Admin, HR, You)

• Marketing & Sales

• Legal & Accounting

• Software (QuickBooks, CRM)

A. Total Your Annual Overhead

Look at your Profit & Loss (P&L) statement for the last 12 months. Total up all your “Operating Expenses” (excluding the Direct Labor we calculated in Step 1).

• Example Annual Overhead: $200,000

B. Allocate It to Billable Hours

We need to spread this $200,000 cost across every billable hour your team works.

If you have 5 technicians like Tim, your total billable capacity is:

• 5 Techs x 1,520 Billable Hours = 7,600 Total Billable Hours

C. The Calculation

This means that for every hour your team works, you must charge $26.31 just to keep the lights on.

Step 3: The Break-Even Price

Now we combine the layers to find your “Walk Away” price. This is the price where you make $0 profit, but you lose $0 money.

Getty Images

• Burdened Labor Cost: $52.39

• Overhead Cost: $26.31

• Break-Even Cost: $78.70 per hour

Stop and stare at that number.

If you were charging $60/hr based on your “gut feel,” you were losing $18.70 for every hour your team worked. The busier you got, the more money you lost.

Step 4: Add Your Profit Margin (The Price)

Finally, we add the profit. This is the reason you are in business. This money is for reinvestment, debt service, and owner distributions.

A healthy net profit margin for a service business is typically 15% to 25%. Let’s aim for 20%.

Warning: Do not just add 20% to the cost. That is “Markup.” To get a true “Margin,” you must divide.

The Formula

Round it up: Your new hourly rate is $100.00.

At $100/hr:

• $52.39 pays Tim.

• $26.31 pays the rent/admin.

• $21.30 is pure profit.

Different Pricing Models: Hourly vs. Fixed Fee

Once you know your numbers ($100/hr), you can choose how to present them to the client.

1. Hourly Billing (Time & Materials)

• Best for: Unpredictable work, repair jobs, consulting.

• Pros: You are protected if the job takes longer.

• Cons: Clients hate uncertainty. It incentivizes you to be slow.

2. Fixed Fee (Flat Rate)

• Best for: Standardized services, maintenance, outcomes.

• Pros: Clients love knowing the price upfront. If you are efficient (e.g., Tim finishes the job in 4 hours instead of 5), you keep the extra profit.

• Cons: If you underestimate the scope, you eat the cost.

Pro Tip for 2026:

The trend is moving heavily toward Fixed Fee and Subscription models. Clients want predictability.

To price a fixed fee safely: Estimate the hours, multiply by your $100 rate, and then add a “Contingency Buffer” of 10-20% for the unknown.

3 Red Flags That Your Pricing Is Wrong

How do you know if you need to redo this calculation right now?

1. Your “Close Rate” is 90%+. If almost everyone says “Yes” to your proposal, you are too cheap. A healthy close rate is 40-60%. You should be losing price-sensitive customers.

2. You are busy but broke. As mentioned, high activity with low cash is the classic symptom of underpricing.

3. You haven’t raised rates in 2 years. Inflation in 2024-2025 has driven up wages and software costs. If your price is the same as 2023, your margin has shrunk significantly.

Real-World Example: “The Digital Agency”

Let’s look at a client of ours, “Creative Co.”

• The Problem: They sold websites for a flat fee of $5,000. They thought it was great money.

• The Reality:

  • It took their designer 60 hours to build.

  • Designer cost (Burdened): $45/hr. ($2,700 total labor).

  • Overhead allocation: $20/hr. ($1,200 total overhead).

  • Total Cost: $3,900.

  • Profit: $1,100 (22% margin).

• The “Scope Creep”:

  • The client asked for 3 rounds of revisions.

  • Hours ballooned to 80.

  • Total Cost: $5,200.

  • Result: They lost $200 on the project.

The Fix:

We helped them implement a “Change Order” fee structure and recalculated their base rate. They raised the price to $7,500 and limited revisions. Their volume dropped slightly, but their profit tripled.

How QuickBooks Can Help You Track This

You don’t have to do this math on a napkin every time. QuickBooks is built for this.

1. Class Tracking: Use Classes in QuickBooks Online to separate “Overhead Expenses” from “Direct Labor.” This lets you run a P&L that shows your true Gross Margin.

2. Projects Feature: Use the “Projects” tab to assign specific labor hours and expenses to a job. QuickBooks will show you the real-time profitability of that specific project vs. your estimate.

3. Time Tracking: Enforce time tracking for your employees. Even if you bill flat-rate, you must know how many hours a job took to verify if your pricing model is accurate.

❓ Frequently Asked Questions (FAQs)

1. Should I include my own salary in the overhead?

YES. This is a critical error owners make. If you are the CEO, your salary is an Overhead cost. If you are also doing the work (billable), split your salary. (e.g., 50% Direct Labor, 50% Overhead). If you don’t pay yourself, you are subsidizing your clients.

2. How often should I raise my prices?

In the current economic climate (2026), you should review pricing every 6 to 12 months. Your vendors (software, rent, insurance) are raising their rates annually; you must pass that on to maintain your margin.

3. What if my calculated price is higher than the competition?

That is okay. It means you cannot compete on price. You must compete on value, speed, or quality. If the market truly won’t bear your $100 price, you have to lower your costs (efficiency) or find a different market. You cannot simply lower the price and hope to survive on volume.

4. How do I handle “non-billable” staff like a receptionist?

Their entire salary is Overhead. It gets added to that “pool” of expenses ($200,000 in our example) that is allocated across the billable hours of your technicians.

The Bottom Line: Pricing is Math, Not Art

Pricing is the most powerful lever in your business. Raising your price by 10% often increases your net profit by 50% or more, because that extra revenue has zero extra cost attached to it.

Stop guessing. Stop copying your competitors (who are likely also guessing and losing money).

Do the math. Calculate your burden. Allocate your overhead. And set a price that builds the future you deserve.

Need help building your pricing model?

At Out of the Box Technology, our Fractional CFOs and Controllers specialize in this exact analysis. We can dive into your QuickBooks file, calculate your true labor burden, and build a pricing calculator custom to your business.

Let’s price for profit.

START HERE