# Findings → estimate mapping (effort-based, SMB-aware)

`estimate.py` builds the 견적 from `sow_templates.yaml` priced via `rate_card.yaml`:
**cost = role_rate × billing_rate × standard_hours**, grouped by module; 제안가 = 합계
floored to `rounding_unit`. Mirrors OurDigital/D.intelligence's real SOW-based quoting.

## Tier selection (smb / basic / treatment)
- `treatment` if `properties_total > 5` OR `subbrands_total > 3` (multi-brand / chain)
- `smb` if `properties_total <= 1` AND `subbrands_total == 0` (single-property SMB)
- `basic` otherwise (small multi-property / mid)
- **Premium floor:** if `prospect.vertical` matches `rate_card.tiering.premium_verticals`
  (luxury/premium/deluxe/5성/특1급…), the auto-tier is floored to `tiering.premium_min_tier`
  (default `basic`) — a luxury single property won't auto-drop to `smb`.
- override with `--baseline`.

Per-tier billing: `smb` uses `billing_rate: 0.55` (set in sow_templates); `basic`/
`treatment` use `rate_card.billing_rate` (0.70). Override with `--billing`.

## Module inclusion
Each tier carries its standard module set (P&M · Technical SEO · On-page SEO ·
SEO Growth). Findings annotate modules via the `trigger` field:

| Module | trigger finding classes |
|---|---|
| Planning & Management | always |
| Technical SEO | crawlability, cwv, schema_entity |
| On-page SEO | onpage, schema_entity |
| SEO Growth | measurement, always |

## Hours scaling (portfolio)
Only **On-page** tasks (`scale: true`) scale, sub-linearly, by the
`rate_card.scaling.driver` (= `subbrands_total`, i.e. distinct brands/templates),
capped at **×2.0**. Rationale: chains share page templates, so on-page work grows
with template variety, not raw property count. **Technical SEO is fixed** site-wide
work (`scale: false`); P&M and SEO Growth are fixed too. Single-brand → ×1.0.

## Tools & terms
`tools` (e.g. SEMrush Guru) listed separately — client-subscribed, +15% procurement
markup if billed through us. VAT 별도 · 유효기간 14d · 현금 · 절사 from `rate_card.terms`.

## Validated (2026-05-28)
- `basic` ×1.0 → 합계 10,612,000 → 제안가 **10,500,000** (real Basic quote)
- `treatment` ×1.0 → 합계 25,340,000 → 제안가 **25,000,000** (real Treatment quote)
- `smb` single property → ~**3,000,000** (lean × 55% billing)
- chain example (SHR, 5 sub-brands ×1.6, treatment) → ~**29,500,000** (vs naive 71.5M)

**Pricing now lives in the `ourdigital-estimate-engine` skill** (`../96-ourdigital-estimate-engine`):
role rates/billing/tiering/scaling in `references/rate_card.yaml`, SEO tiers/hours in
`catalog/seo.yaml`. This skill maps findings → `scope.json` (`scripts/findings_to_scope.py`)
and calls the engine. Edit rates/hours/tiers **in the engine**, not here. This file documents
only the SEO findings→tier/scope mapping.
