Rebuild estimate engine to effort-based SOW model

Replace flat per-service ranges with OurDigital's real quoting model
(role_rate × billing_rate 0.70 × standard hours), sourced from the
06_Working Template quotes:
- rate_card.yaml: role rate card, billing/basis/terms, tools, scaling bands
- sow_templates.yaml: basic + treatment task-hour templates
- estimate.py: assemble SOW from findings, scale Technical/On-page hours by
  properties_total, 제안가 = 합계 floored to 500k
- build_deck.py: estimate slide shows module 소계 + 제안가 (point)
- findings_to_service.md / SKILL.md / DESIGN.md: synced to new model

Validated: reproduces real Basic ₩10.5M and Treatment ₩25.0M exactly;
SHR (25 properties) scales to ₩71.5M, L'Escape (1) = ₩25.0M.

Co-Authored-By: Claude Opus 4.7 (1M context) <noreply@anthropic.com>

custom-skills/95-ourdigital-presales-seo/DESIGN.md

@@ -70,6 +70,12 @@ Each stage appends to the shared **`findings.json`** data contract (§5), the in
 
 ## 5. Estimate logic
 
+> **Superseded (2026-05-28):** the flat per-service ranges below were replaced by an
+> **effort-based** engine (role-hours × billing_rate 0.70) loaded from OurDigital's real
+> quotation templates. See `references/rate_card.yaml`, `references/sow_templates.yaml`,
+> and `references/findings_to_service.md`. Validated to reproduce the real Basic (₩10.5M)
+> and Treatment (₩25.0M) quotes exactly. The notes below are kept as historical context.
+
 ### 5.1 `rate_card.yaml` (from `ourdigital-backoffice`)
 ```yaml
 quote_prefix: OD            # OD-YYYY-NNN

custom-skills/95-ourdigital-presales-seo/SKILL.md

@@ -55,9 +55,10 @@ headless Chrome, python-pptx. Create `data/` subfolder. Initialize `findings.jso
   → write `03_presales-opportunity-brief.md`.
 
 ## Stage 5 — Estimate (견적) — REVIEW GATE
-- `python scripts/estimate.py --findings <out>/data/findings.json --rate-card references/rate_card.yaml --out-dir <out> --seq <N>`
-- Produces `05_estimate_ko.md`, `05_estimate.xlsx`, `data/estimate.json`. Present the ranged 견적; get sign-off.
-- Rules in `references/findings_to_service.md`; rates in `references/rate_card.yaml` (edit both together).
+- `python scripts/estimate.py --findings <out>/data/findings.json --rate-card references/rate_card.yaml --sow references/sow_templates.yaml --out-dir <out> --seq <N> [--baseline basic|treatment] [--billing 0.70]`
+- **Effort-based** (OurDigital real model): cost = role_rate × 청구율 70% × 표준 업무시간, by module; 제안가 = 합계 절사. findings auto-select baseline (basic/treatment) and scale Technical/On-page hours by `properties_total`.
+- Produces `05_estimate_ko.md`, `05_estimate.xlsx`, `data/estimate.json`. Present the 견적; get sign-off.
+- Logic in `references/findings_to_service.md`; rates/hours in `rate_card.yaml` + `sow_templates.yaml` (edit together). Reproduces real Basic ₩10.5M / Treatment ₩25.0M quotes.
 
 ## Stage 6 — Deliverables — REVIEW GATE before send
 - **Client PDF**: author the short brief HTML from `templates/client_brief.html` (fill the content; keep the CSS),

custom-skills/95-ourdigital-presales-seo/references/findings_to_service.md

@@ -1,26 +1,40 @@
-# Findings → service rubric
+# Findings → estimate mapping (effort-based)
 
-How `estimate.py` maps detected findings (from `findings.json`) to `rate_card.yaml`
-service lines. The script reads the structured signals below; this file is the
-human-readable source of truth for the rules.
+`estimate.py` builds the 견적 from `sow_templates.yaml` priced via `rate_card.yaml`:
+**cost = role_rate × billing_rate (0.70) × standard_hours**, grouped by module;
+제안가 = 합계 floored to `rounding_unit`. This mirrors OurDigital/D.intelligence's
+real SOW-based quoting.
 
-| Trigger (signal in findings.json) | Service line(s) | Scope driver |
-|---|---|---|
-| `discovery.sitemap_status != 200` OR `discovery.robots_sitemap_declared == false` OR `discovery.discoverable_urls` low vs `estimated_pages` | `technical_audit` + `technical_remediation` | site size / # templates |
-| `technical.cwv.perf < 0.5` OR `cls > 0.1` OR `lcp_ms > 2500` OR `ttfb_ms > 600` | `technical_audit` (if not already) + `technical_remediation` | # templates |
-| `technical.schema.org == "bare"/"none"` OR `entity.panel != "hotel"` OR `entity.name_split` OR `entity.legacy_contamination` OR `entity.subbrands_with_entity == 0` | `schema_build` (one-time) + `onpage_entity` (retainer) | # sub-brands + # properties |
-| `entity.properties_with_entity == 0` OR `url_hygiene` contains GBP/local mismatch | `local_seo` | # properties |
-| `findings[].class` includes measurement gap / no GSC-GA4 | `ga4_impl` and/or `dashboard` (+ `gtm_setup` if tag gaps) | — |
-| `technical.meta_dupe` OR `technical.title_i18n_mismatch` OR `technical.hreflang == "incomplete"` | `onpage_entity` | # templates |
+## Baseline selection (basic vs treatment)
+- `treatment` if any finding `severity == critical` **OR** `entity.properties_total > 3`
+- else `basic`
+- override with `--baseline`.
 
-**Severity → priority** (for the brief/deck ordering, not pricing):
-- `critical`: crawl/index blocking, CWV failing, entity mistyped
-- `high`: entity/sub-brand gaps, duplicate URLs, meta dupes
-- `medium`: hreflang, H1, hygiene
+## Module inclusion
+Each baseline carries the standard module set (P&M · Technical SEO · On-page SEO ·
+SEO Growth), matching real quotes. Findings justify modules via the `trigger` field
+in `sow_templates.yaml`:
 
-**Quantity rules**
-- `monthly` line items use `rate_card.defaults.retainer_months` (default 6).
-- `local_seo` scope note scales with property count (`entity` / discovery counts).
-- One-time items counted once even if triggered by multiple findings.
+| Module | trigger finding classes |
+|---|---|
+| Planning & Management | always |
+| Technical SEO | crawlability, cwv, schema_entity |
+| On-page SEO | onpage, schema_entity |
+| SEO Growth | measurement, always |
 
-Edit this file and `rate_card.yaml` together when rates or rules change.
+## Hours scaling (portfolio)
+Tasks marked `scale: true` (Technical SEO + On-page SEO) have their **hours**
+multiplied sub-linearly by `entity.properties_total` per `rate_card.scaling.bands`.
+P&M and SEO Growth stay fixed (management/KPI overhead is ~flat). A single-property
+prospect → ×1.0, which reproduces the real single-site quotes exactly.
+
+## Tools & terms
+`tools` (e.g. SEMrush Guru) are listed separately — client-subscribed, with +15%
+procurement markup if billed through us. VAT 별도 · 유효기간 14d · 현금 · 절사 from
+`rate_card.terms`.
+
+## Validated reproduction (2026-05-28)
+- `treatment` ×1.0 → 합계 25,340,000 → 제안가 **25,000,000** (real Treatment quote)
+- `basic`     ×1.0 → 합계 10,612,000 → 제안가 **10,500,000** (real Basic quote)
+
+Edit `rate_card.yaml` and `sow_templates.yaml` together when rates or standard hours change.

custom-skills/95-ourdigital-presales-seo/references/rate_card.yaml

@@ -1,63 +1,57 @@
-# OurDigital service rate card — single source for estimate.py
-# Mirrors the ourdigital-backoffice quote ranges. Values are KRW, treated as
-# pre-sales estimate RANGES (finalize after a precise diagnostic with access).
-quote_prefix: OD          # quote number format: OD-YYYY-NNN
+# OurDigital / D.intelligence — rate card (effort-based)
+# Source of truth: 06_Working Template 견적서 (Google Drive), 2026-05.
+# Model: 비용 = 시간단가(role) × 청구율(billing_rate) × 표준 업무시간(hours).
+# Estimates are assembled bottom-up from sow_templates.yaml. Keep PRIVATE.
+
+company:
+  legal_name: "(주)디인텔리전스 (D.intelligence Lab)"
+  brand: "OurDigital"
+  ceo: "임명재"
+  contact: "info@ourdigital.org"
+  address: "경기도 성남시 수정구 창업로 43 판교글로벌비즈센터 업무동 1층 128호"
+
+quote_prefix: OD                 # OD-YYYY-NNN
 currency: KRW
 
-services:
-  technical_audit:
-    label_ko: "Technical Audit / 기술 SEO 진단"
-    unit: one_time          # one_time | monthly | project
-    min: 3000000
-    max: 5000000
-  technical_remediation:
-    label_ko: "기술 개선 실행 (sitemap/CWV/SSR)"
-    unit: project
-    min: 3000000
-    max: 8000000
-  onpage_entity:
-    label_ko: "On-Page / Entity Optimization (월 운영)"
-    unit: monthly
-    min: 1500000
-    max: 3000000
-  schema_build:
-    label_ko: "구조화 데이터(Schema) 구축 (1회)"
-    unit: one_time
-    min: 2000000
-    max: 4000000
-  local_seo:
-    label_ko: "Local SEO (프로퍼티 로컬 최적화)"
-    unit: monthly
-    min: 1000000
-    max: 2000000
-  gtm_setup:
-    label_ko: "GTM Setup / 태그 관리 구축"
-    unit: project
-    min: 2000000
-    max: 4000000
-  ga4_impl:
-    label_ko: "GA4 Implementation / 분석 환경 구축"
-    unit: project
-    min: 1500000
-    max: 3000000
-  dashboard:
-    label_ko: "Dashboard Development / 대시보드 개발"
-    unit: project
-    min: 3000000
-    max: 6000000
+billing_rate: 0.70               # 청구율 표준 70%
+billing_rate_floor: 0.60         # 협상 시 -10%p 까지(>10%p 조정은 CEO/CFO 승인)
+basis:
+  hours_per_day: 8               # 일 8시간
+  weeks_per_month: 4             # 월 4주
+procurement_markup: 0.15         # 조달-관리 수수료 15% (외부 조달 물품/서비스)
+rounding_unit: 500000            # 제안가 = 합계 절사. 50만원 단위가 실제 견적(25,340,000→25,000,000;
+                                 # 10,612,000→10,500,000)을 재현. 필요시 100000/1000000 으로 조정.
 
-defaults:
-  retainer_months: 6        # default contract length for monthly line items
-  disclaimer_ko: "본 견적은 공개 데이터 기반 사전 추정 범위이며, Search Console/Analytics 권한 확보 후 정밀 진단을 통해 확정됩니다."
+terms:
+  vat: "부가세 별도"
+  validity_days: 14              # 견적 유효기간(약 2주)
+  payment: "현금"
 
-# Scope scaling — monthly line items scale (sub-linearly) by portfolio size.
-# driver: a count under findings.entity (properties_total | subbrands_total).
-# bands: ordered [max_count, multiplier]; first band whose max_count >= count wins.
-# A 25-property chain costs more to run than a single hotel, but not 25x.
+# 시간 단가 (KRW/hr) — 직급 기준. sow_templates.yaml의 task.role 이 이 키를 참조.
+role_rates:
+  ceo: 180000                    # 대표
+  evp: 150000                    # 전무
+  svp: 120000                    # 상무
+  technical_advisor: 120000      # 기술고문
+  director: 100000               # 이사 / 본부장
+  senior_manager: 90000          # 부장 (Senior SEO·PM·Senior Analyst·Account Director(국장))
+  deputy_manager: 80000          # 차장
+  manager: 70000                 # 과장 (SEO·Data Analyst·Data Engineer·Engineer|Developer)
+  assistant_manager: 60000       # 대리
+  junior: 50000                  # 주임
+  associate: 30000               # 사원
+  intern: 12000                  # 인턴
+
+# 포트폴리오 규모에 따른 '시간' 스케일(서브선형). scale:true 인 task 에만 적용.
+# driver: findings.entity 의 카운트. bands: [최대값, 배수]; count <= 최대값 인 첫 밴드.
 scaling:
-  local_seo:
   driver: properties_total
   bands: [[1, 1.0], [5, 1.6], [15, 2.8], [30, 4.5], [999999, 6.5]]
-  onpage_entity:
-    driver: subbrands_total
-    bands: [[1, 1.0], [3, 1.6], [6, 2.2], [999999, 3.2]]
+
+# 별도 조달 항목(인력비와 분리). 청구 시 procurement_markup 적용 가능.
+tools:
+  semrush_guru:
+    label: "Advanced SEO Tools — SEMrush Guru"
+    unit: "월간 구독"
+    price_usd: 249.95
+    note: "고객사 별도 구독(TBD), 사용자별 과금"

custom-skills/95-ourdigital-presales-seo/references/sow_templates.yaml

@@ -0,0 +1,65 @@
+# SOW task templates — standard 업무 시간(hours) by module.
+# Seeded from the two real OurDigital quotes so estimate.py reproduces them at
+# billing_rate 0.70:
+#   basic     -> 제안가 ₩10,500,000 (SEO Basic & Coaching, 3개월 프로젝트)
+#   treatment -> 제안가 ₩25,000,000 (SEO Audit & Treatment, 월 정기)
+# task.role references rate_card.role_rates. scale:true → hours scaled by portfolio.
+# trigger: finding classes that justify the module (for annotation + selection).
+
+baselines:
+
+  basic:
+    service: "SEO Audit & Basic Treatment"
+    modules:
+      - name: "Planning & Management"
+        trigger: [always]
+        tasks:
+          - {task: "업무 관리", desc: "프로젝트 설계·과업 정의·일정/산출물 관리·리포팅", role: senior_manager, hours: 20, scale: false}
+          - {task: "웹 사이트 분석", desc: "사용자 유입·채널 내 행동·전환 flow 분석", role: senior_manager, hours: 12, scale: false}
+      - name: "Technical SEO"
+        trigger: [crawlability, cwv, schema_entity]
+        tasks:
+          - {task: "Crawling & Indexing 설정", desc: "검색사이트 등록/수집 관리, Site Health Check 도구 설정", role: technical_advisor, hours: 16, scale: true}
+          - {task: "속도·UX·수집 설정", desc: "로딩속도·페이지 UX·링크·수집 제외 설정", role: manager, hours: 16, scale: true}
+          - {task: "사이트/URL 구조·메타", desc: "구조·URL·메타데이터·사이트맵·리다이렉션", role: senior_manager, hours: 12, scale: true}
+          - {task: "색인·CWV 진단", desc: "GSC·SEO Tools 활용 색인/크롤오류/Core Web Vitals 진단", role: senior_manager, hours: 16, scale: true}
+      - name: "On-page SEO"
+        trigger: [onpage, schema_entity]
+        tasks:
+          - {task: "키워드·템플릿·메타 진단", desc: "중점 키워드·페이지 템플릿·메타·개체 활용 진단", role: manager, hours: 24, scale: true}
+          - {task: "링크·콘텐츠 도구 진단", desc: "내외부 링크·공유 메타·콘텐츠 생성-관리 도구", role: manager, hours: 12, scale: true}
+          - {task: "on-page 관리 가이드", desc: "타이틀·메타·헤더태그·링크·이미지 메타 가이드", role: manager, hours: 36, scale: true}
+      - name: "SEO Growth"
+        trigger: [measurement, always]
+        tasks:
+          - {task: "성과 지표 관리", desc: "SEO 관리지표·중점 키워드·포지셔닝 트래킹·3rd party 데이터 설정", role: manager, hours: 24, scale: false}
+
+  treatment:
+    service: "SEO Audit & Treatment"
+    modules:
+      - name: "Planning & Management"
+        trigger: [always]
+        tasks:
+          - {task: "업무 관리", desc: "프로젝트 설계·과업 정의·일정/산출물 관리·리포팅", role: senior_manager, hours: 36, scale: false}
+          - {task: "웹 사이트 분석", desc: "사용자 유입·채널 내 행동·전환 flow 분석", role: senior_manager, hours: 60, scale: false}
+          - {task: "측정 계획 수립", desc: "채널 운영 목적·사용자 세그먼트·기대행동 가설 도출", role: senior_manager, hours: 20, scale: false}
+      - name: "Technical SEO"
+        trigger: [crawlability, cwv, schema_entity]
+        tasks:
+          - {task: "Crawling & Indexing 설정", desc: "검색사이트 등록/수집 관리, Site Health Check 도구 설정", role: manager, hours: 24, scale: true}
+          - {task: "속도·UX·리다이렉트", desc: "로딩속도·페이지 UX·링크·리다이렉트·수집 제외 설정", role: technical_advisor, hours: 30, scale: true}
+          - {task: "사이트/URL 구조·보안", desc: "구조·URL·메타데이터·사이트맵·보안 관리 진단", role: senior_manager, hours: 24, scale: true}
+          - {task: "모바일·CWV·개선과제", desc: "모바일 최적화·Core Web Vitals 진단·개선 과제 도출", role: manager, hours: 20, scale: true}
+      - name: "On-page SEO"
+        trigger: [onpage, schema_entity]
+        tasks:
+          - {task: "키워드·템플릿·메타 진단", desc: "중점 키워드·페이지 템플릿·메타·개체 활용 진단", role: manager, hours: 48, scale: true}
+          - {task: "링크·콘텐츠 도구 진단", desc: "내외부 링크·공유 메타·콘텐츠 생성-관리 도구", role: manager, hours: 36, scale: true}
+          - {task: "on-page 관리 가이드", desc: "타이틀·메타·헤더태그·링크·이미지 메타 가이드", role: manager, hours: 60, scale: true}
+      - name: "SEO Growth"
+        trigger: [measurement, always]
+        tasks:
+          - {task: "핵심 성과 지표 설정", desc: "중점과제·목표·SEO 핵심성과지표·모니터링 지표 설정", role: senior_manager, hours: 20, scale: false}
+          - {task: "지표 정의·리포팅 설계", desc: "데이터 소스·지표 산식·리포팅/진단 주기 설정", role: manager, hours: 16, scale: false}
+          - {task: "성과 대시보드 지표", desc: "관리 지표·중점 키워드·포지셔닝 트래킹·3rd party 데이터", role: manager, hours: 20, scale: false}
+          - {task: "GSC 대시보드·파이프라인", desc: "GSC 대시보드 구성·연관 데이터 파이프라인 구축", role: manager, hours: 36, scale: false}

custom-skills/95-ourdigital-presales-seo/scripts/build_deck.py

@@ -250,17 +250,16 @@ def main():
             [(body, 12, RGBColor(0x33, 0x3A, 0x45), False)],
         ])
 
-    # 8) Estimate
+    # 8) Estimate (effort-based: module subtotals + 제안가)
     s = blank(prs)
-    header(s, "ESTIMATE", "예상 견적 (사전 추정 범위)")
-    if EST:
-        items = EST.get("line_items", [])
-        rows = min(len(items) + 1, 9)
-        tbl = s.shapes.add_table(rows, 3, Inches(0.85), Inches(2.0), Inches(11.6), Inches(0.45 * rows)).table
-        tbl.columns[0].width = Inches(6.0)
-        tbl.columns[1].width = Inches(2.0)
-        tbl.columns[2].width = Inches(3.6)
-        for j, htxt in enumerate(["항목", "단위", "금액(범위)"]):
+    header(s, "ESTIMATE", "예상 견적 (사전 추정)")
+    mods = (EST or {}).get("modules") if EST else None
+    if mods:
+        rows = len(mods) + 2  # header + modules + proposal
+        tbl = s.shapes.add_table(rows, 2, Inches(0.85), Inches(2.0), Inches(11.6), Inches(0.5 * rows)).table
+        tbl.columns[0].width = Inches(8.4)
+        tbl.columns[1].width = Inches(3.2)
+        for j, htxt in enumerate([f"{EST.get('service', 'SEO')} — 구분", "소계"]):
             c = tbl.cell(0, j)
             c.text = htxt
             c.fill.solid()
@@ -268,20 +267,29 @@ def main():
             for para in c.text_frame.paragraphs:
                 for r in para.runs:
                     _style(r, 12, WHITE, True)
-        unit_ko = {"one_time": "1회", "project": "프로젝트", "monthly": "월"}
-        for i, it in enumerate(items[:rows - 1], 1):
-            amt = f"{it['amount_min']:,}~{it['amount_max']:,}원"
-            for j, v in enumerate([it["label"], unit_ko.get(it["unit"], it["unit"]), amt]):
+        for i, m in enumerate(mods, 1):
+            for j, v in enumerate([m["name"], f"{int(round(m['subtotal'])):,}원"]):
                 c = tbl.cell(i, j)
                 c.text = v
                 for para in c.text_frame.paragraphs:
                     for r in para.runs:
                         _style(r, 11, NAVY, False)
-        tot = EST.get("totals", {})
-        textbox(s, 0.85, 2.0 + 0.45 * rows + 0.2, 11.6, 1.2, [
-            [("총계(범위): ", 14, NAVY, True),
-             (f"{tot.get('grand_min', 0):,} ~ {tot.get('grand_max', 0):,}원", 14, RED, True)],
-            [(EST.get("disclaimer", ""), 10, GREY, False)],
+        pr = len(mods) + 1
+        for j, v in enumerate(["제안가 (절사 적용 · 부가세 별도)", f"{EST.get('proposal', 0):,}원"]):
+            c = tbl.cell(pr, j)
+            c.text = v
+            c.fill.solid()
+            c.fill.fore_color.rgb = LIGHT
+            for para in c.text_frame.paragraphs:
+                for r in para.runs:
+                    _style(r, 13 if j else 12, RED if j else NAVY, True)
+        sc = EST.get("scope", {})
+        note = f"청구율 {int(EST.get('billing_rate', 0.7) * 100)}% · 일8h/월4주 · SOW 기반"
+        if sc.get("hours_multiplier", 1.0) != 1.0:
+            note += f" · 프로퍼티 {sc.get('properties_total')}개 ×{sc['hours_multiplier']:g}"
+        textbox(s, 0.85, 2.2 + 0.5 * rows, 11.6, 1.3, [
+            [(note, 10, GREY, False)],
+            [(EST.get("disclaimer", ""), 9, GREY, False)],
         ])
     else:
         textbox(s, 0.85, 2.2, 11.6, 1.0, [[("견적 데이터(estimate.json) 미연결 — estimate.py 실행 후 재생성", 13, GREY, False)]])

custom-skills/95-ourdigital-presales-seo/scripts/estimate.py

@@ -1,19 +1,26 @@
 #!/usr/bin/env python3
-"""Generate a ranged 견적 (estimate) from findings.json using the OurDigital rate card.
+"""Effort-based 견적 generator for the ourdigital-presales-seo skill (Stage 5).
 
-Part of the ourdigital-presales-seo skill (Stage 5). Maps detected findings to
-rate-card service lines (see references/findings_to_service.md) and emits:
-  - 05_estimate_ko.md   (Korean line-item quote)
+Reproduces OurDigital/D.intelligence's real quoting model:
+    cost(task) = role_rate × billing_rate × standard_hours
+assembled from sow_templates.yaml, grouped into modules, summed, then
+제안가 = 합계 floored to rounding_unit (십만단위 절사).
+
+findings.json selects the baseline (basic vs treatment) and scales scoped
+task hours sub-linearly by portfolio size. Outputs:
+  - 05_estimate_ko.md      (cover-sheet 견적)
   - data/estimate.json     (consumed by build_deck.py)
-  - 05_estimate.xlsx    (spreadsheet quote)
+  - 05_estimate.xlsx
 
 Usage:
-  python estimate.py --findings findings.json --rate-card ../references/rate_card.yaml \
-    --out-dir ./audits/2026-05-27-presales --seq 1
+  python estimate.py --findings data/findings.json \
+    --rate-card ../references/rate_card.yaml --sow ../references/sow_templates.yaml \
+    --out-dir <engagement> --seq 1 [--baseline basic|treatment] [--billing 0.70]
 """
 import argparse
 import datetime
 import json
+import math
 import os
 
 import yaml
@@ -22,210 +29,189 @@ from openpyxl.styles import Alignment, Font, PatternFill
 
 
 def won(n):
-    return f"{n:,}원"
+    return f"{int(round(n)):,}원"
 
 
-def select_services(f):
-    """Return {service_key: [reasons]} based on findings signals."""
-    chosen = {}
-    d = f.get("discovery", {})
-    t = f.get("technical", {})
-    e = f.get("entity", {})
-    m = f.get("measurement", {})
-
-    def need(key, reason):
-        chosen.setdefault(key, [])
-        if reason not in chosen[key]:
-            chosen[key].append(reason)
-
-    # Crawlability / indexation
-    if d.get("sitemap_status", 200) != 200 or d.get("robots_sitemap_declared", True) is False:
-        need("technical_audit", "sitemap/robots 색인 이슈")
-        need("technical_remediation", "sitemap 복구·크롤성 개선")
-    # Core Web Vitals
-    cwv = t.get("cwv", {})
-    if (cwv.get("perf", 1) < 0.5 or cwv.get("cls", 0) > 0.1
-            or cwv.get("lcp_ms", 0) > 2500 or cwv.get("ttfb_ms", 0) > 600):
-        need("technical_audit", "Core Web Vitals 취약")
-        need("technical_remediation", "CWV(CLS/LCP/TTFB) 개선")
-    # Schema / entity
-    if (t.get("schema", {}).get("org") in ("bare", "none") or e.get("panel") != "hotel"
-            or e.get("name_split") or e.get("legacy_contamination")
-            or (e.get("subbrands_with_entity", 0) == 0 and e.get("subbrands_total", 0) > 0)):
-        need("schema_build", "Organization/Hotel schema·브랜드 표기 정합")
-        need("onpage_entity", "엔티티·서브브랜드 최적화")
-    # Local
-    hygiene = " ".join(d.get("url_hygiene", [])).lower()
-    if ((e.get("properties_with_entity", 0) == 0 and e.get("properties_total", 0) > 0)
-            or "local" in hygiene or "gbp" in hygiene or "dup_path" in hygiene):
-        need("local_seo", "프로퍼티 로컬·GBP 정합")
-    # Measurement
-    if m.get("gsc_access") is False or m.get("ga4_access") is False:
-        need("ga4_impl", "측정 환경(GA4) 구축")
-        need("dashboard", "리포팅 대시보드 구축")
-    if m.get("tag_gaps"):
-        need("gtm_setup", "태그 관리(GTM) 구축")
-    # On-page hygiene
-    if t.get("meta_dupe") or t.get("title_i18n_mismatch") or t.get("hreflang") == "incomplete":
-        need("onpage_entity", "Meta/Title/hreflang 정리")
-    return chosen
+def scope_multiplier(rate, count):
+    sc = rate.get("scaling", {})
+    bands = sc.get("bands", [[1, 1.0]])
+    c = max(int(count or 0), 1)
+    for mx, m in bands:
+        if c <= mx:
+            return float(m)
+    return float(bands[-1][1])
 
 
-DRIVER_LABEL = {"properties_total": "프로퍼티", "subbrands_total": "서브브랜드"}
+def pick_baseline(f, override):
+    if override:
+        return override
+    severities = {x.get("severity") for x in f.get("findings", [])}
+    props = f.get("entity", {}).get("properties_total", 0) or 0
+    return "treatment" if ("critical" in severities or props > 3) else "basic"
 
 
-def scope_multiplier(rate, key, f):
-    """Sub-linear scope multiplier for a service, driven by portfolio size.
-
-    Returns (multiplier, driver, count). count is floored at 1 (unknown→base).
-    """
-    rule = rate.get("scaling", {}).get(key)
-    if not rule:
-        return 1.0, None, None
-    driver = rule["driver"]
-    count = max(int(f.get("entity", {}).get(driver, 0) or 0), 1)
-    for max_count, mult in rule["bands"]:
-        if count <= max_count:
-            return float(mult), driver, count
-    return 1.0, driver, count
-
-
-def build_line_items(chosen, rate, f):
-    months = rate["defaults"]["retainer_months"]
-    order = {"one_time": 0, "project": 1, "monthly": 2}
-    items = []
-    for key, reasons in chosen.items():
-        svc = rate["services"][key]
-        unit = svc["unit"]
-        qty = months if unit == "monthly" else 1
-        mult, driver, count = scope_multiplier(rate, key, f)
-        umin = int(round(svc["min"] * mult))
-        umax = int(round(svc["max"] * mult))
-        reason = "; ".join(reasons)
-        scope_note = None
-        if mult != 1.0:
-            scope_note = f"{DRIVER_LABEL.get(driver, driver)} {count}개 기준 ×{mult:g}"
-            reason = f"{reason} [{scope_note}]"
-        items.append({
-            "key": key, "label": svc["label_ko"], "unit": unit, "qty": qty,
-            "unit_min": umin, "unit_max": umax,
-            "amount_min": umin * qty, "amount_max": umax * qty,
-            "reason": reason,
-            "scope_multiplier": mult, "scope_driver": driver,
-            "scope_count": count, "scope_note": scope_note,
+def assemble(f, rate, sow, baseline, billing):
+    roles = rate["role_rates"]
+    props = f.get("entity", {}).get("properties_total", 0)
+    mult = scope_multiplier(rate, props)
+    tpl = sow["baselines"][baseline]
+    modules = []
+    grand = 0.0
+    for mod in tpl["modules"]:
+        tasks, sub = [], 0.0
+        for t in mod["tasks"]:
+            applied = mult if (t.get("scale") and mult != 1.0) else 1.0
+            hours = round(t["hours"] * applied, 1)
+            rate_hr = roles[t["role"]]
+            amount = rate_hr * billing * hours
+            tasks.append({
+                "task": t["task"], "desc": t.get("desc", ""), "role": t["role"],
+                "role_rate": rate_hr, "hours": hours, "amount": amount,
+                "scaled": applied != 1.0,
             })
-    items.sort(key=lambda x: order.get(x["unit"], 9))
-    return items, months
+            sub += amount
+        modules.append({"name": mod["name"], "subtotal": sub, "tasks": tasks})
+        grand += sub
+    return modules, grand, mult, props, tpl["service"]
 
 
-def totals(items):
-    one = [i for i in items if i["unit"] != "monthly"]
-    mon = [i for i in items if i["unit"] == "monthly"]
-    return {
-        "one_time_min": sum(i["amount_min"] for i in one),
-        "one_time_max": sum(i["amount_max"] for i in one),
-        "monthly_min": sum(i["amount_min"] for i in mon),
-        "monthly_max": sum(i["amount_max"] for i in mon),
-        "grand_min": sum(i["amount_min"] for i in items),
-        "grand_max": sum(i["amount_max"] for i in items),
+ROLE_KO = {
+    "ceo": "대표", "evp": "전무", "svp": "상무", "technical_advisor": "기술고문",
+    "director": "이사", "senior_manager": "부장", "deputy_manager": "차장",
+    "manager": "과장", "assistant_manager": "대리", "junior": "주임",
+    "associate": "사원", "intern": "인턴",
 }
 
 
-UNIT_KO = {"one_time": "1회", "project": "프로젝트", "monthly": "월"}
-
-
-def write_md(path, quote_no, date, prospect, items, tot, months, disclaimer):
-    L = [f"# 견적서 (Pre-sales 추정) — {prospect}",
-         "", f"- **견적번호**: {quote_no}", f"- **작성일**: {date}",
-         f"- **대상**: {prospect}", f"- **공급자**: OurDigital (andrew.yim@ourdigital.org)",
-         "", "## 견적 내역", "",
-         "| 항목 | 근거 | 단위 | 수량 | 단가(범위) | 금액(범위) |",
-         "|---|---|---|---:|---|---|"]
-    for i in items:
-        L.append(f"| {i['label']} | {i['reason']} | {UNIT_KO.get(i['unit'], i['unit'])} | {i['qty']} | "
-                 f"{won(i['unit_min'])}~{won(i['unit_max'])} | {won(i['amount_min'])}~{won(i['amount_max'])} |")
-    L += ["", "## 합계 (범위)", "",
-          f"- 일회성/프로젝트: **{won(tot['one_time_min'])} ~ {won(tot['one_time_max'])}**",
-          f"- 월 운영({months}개월 기준): **{won(tot['monthly_min'])} ~ {won(tot['monthly_max'])}**",
-          f"- 총계: **{won(tot['grand_min'])} ~ {won(tot['grand_max'])}**",
-          "", f"> {disclaimer}"]
+def write_md(path, q):
+    L = [f"# 견적서 — {q['prospect']}",
+         "", f"- **제공 서비스**: {q['service']}",
+         f"- **견적번호**: {q['quote_no']}  ·  **작성일**: {q['date']}  ·  **유효기간**: ~{q['valid_until']}",
+         f"- **공급자**: {q['company']['legal_name']} (대표 {q['company']['ceo']}, {q['company']['contact']})",
+         f"- **산정 기준**: SOW 기반 · 청구율 {int(q['billing_rate']*100)}% · 일 8시간/월 4주 · {q['terms']['vat']} · 지급 {q['terms']['payment']}",
+         ""]
+    if q["scope"]["hours_multiplier"] != 1.0:
+        L.append(f"> 포트폴리오 규모 반영: 프로퍼티 {q['scope']['properties_total']}개 기준 Technical/On-page 업무시간 ×{q['scope']['hours_multiplier']:g} (서브선형)")
+        L.append("")
+    L += ["## 견적 내역", "",
+          "| 구분 | 세부 업무 | 담당 | 시간(h) | 합계 |",
+          "|---|---|:--:|--:|--:|"]
+    for m in q["modules"]:
+        for i, t in enumerate(m["tasks"]):
+            grp = m["name"] if i == 0 else ""
+            mark = " *" if t["scaled"] else ""
+            L.append(f"| {grp} | {t['task']}{mark} | {ROLE_KO.get(t['role'], t['role'])} | {t['hours']:g} | {won(t['amount'])} |")
+        L.append(f"| | **{m['name']} 소계** | | | **{won(m['subtotal'])}** |")
+    L += ["", "## 합계", "",
+          f"- 합계: **{won(q['subtotal_sum'])}**",
+          f"- **제안가(절사 적용): {won(q['proposal'])}** ({q['terms']['vat']})", ""]
+    if q.get("tools"):
+        L += ["## 별도 비용 (조달 — 인력비와 별도)", ""]
+        for t in q["tools"]:
+            L.append(f"- {t['label']}: {t['unit']} ${t['price_usd']} — {t['note']}")
+        L.append("")
+    L += ["---", f"> {q['disclaimer']}"]
+    if any(t["scaled"] for m in q["modules"] for t in m["tasks"]):
+        L.append("> \\* 포트폴리오 규모에 따라 업무시간이 스케일된 항목.")
     with open(path, "w", encoding="utf-8") as fh:
         fh.write("\n".join(L) + "\n")
 
 
-def write_xlsx(path, quote_no, date, prospect, items, tot, months, disclaimer):
+def write_xlsx(path, q):
     wb = Workbook()
     ws = wb.active
     ws.title = "견적"
-    hdr = PatternFill("solid", fgColor="11243D")
-    hf = Font(color="FFFFFF", bold=True)
-    ws.append([f"견적서 (Pre-sales 추정) — {prospect}"])
-    ws.append([f"견적번호 {quote_no}", f"작성일 {date}", "공급자 OurDigital"])
+    ws.append([f"견적서 — {q['prospect']}  ({q['service']})"])
+    ws.append([f"견적번호 {q['quote_no']}", f"작성일 {q['date']}", f"유효 ~{q['valid_until']}",
+               f"청구율 {int(q['billing_rate']*100)}%", q["terms"]["vat"]])
     ws.append([])
-    cols = ["항목", "근거", "단위", "수량", "단가 min", "단가 max", "금액 min", "금액 max"]
+    cols = ["구분", "세부 업무", "담당", "시간(h)", "합계(원)"]
     ws.append(cols)
+    hdr_row = ws.max_row
     for c in range(1, len(cols) + 1):
-        cell = ws.cell(row=ws.max_row, column=c)
-        cell.fill = hdr
-        cell.font = hf
-    for i in items:
-        ws.append([i["label"], i["reason"], UNIT_KO.get(i["unit"], i["unit"]), i["qty"],
-                   i["unit_min"], i["unit_max"], i["amount_min"], i["amount_max"]])
+        cell = ws.cell(row=hdr_row, column=c)
+        cell.fill = PatternFill("solid", fgColor="11243D")
+        cell.font = Font(color="FFFFFF", bold=True)
+    for m in q["modules"]:
+        for i, t in enumerate(m["tasks"]):
+            ws.append([m["name"] if i == 0 else "", t["task"], ROLE_KO.get(t["role"], t["role"]),
+                       t["hours"], int(round(t["amount"]))])
+        ws.append(["", f"{m['name']} 소계", "", "", int(round(m["subtotal"]))])
+        ws.cell(row=ws.max_row, column=2).font = Font(bold=True)
+        ws.cell(row=ws.max_row, column=5).font = Font(bold=True)
     ws.append([])
-    ws.append(["일회성/프로젝트 합계", "", "", "", "", "", tot["one_time_min"], tot["one_time_max"]])
-    ws.append([f"월 운영 합계 ({months}개월)", "", "", "", "", "", tot["monthly_min"], tot["monthly_max"]])
-    ws.append(["총계", "", "", "", "", "", tot["grand_min"], tot["grand_max"]])
-    ws.cell(row=ws.max_row, column=1).font = Font(bold=True)
+    ws.append(["", "합계", "", "", int(round(q["subtotal_sum"]))])
+    ws.append(["", "제안가(절사 적용)", "", "", int(q["proposal"])])
+    ws.cell(row=ws.max_row, column=2).font = Font(bold=True)
+    ws.cell(row=ws.max_row, column=5).font = Font(bold=True, color="C0392B")
     ws.append([])
-    ws.append([disclaimer])
-    widths = [34, 30, 8, 6, 12, 12, 14, 14]
-    for idx, w in enumerate(widths, 1):
+    ws.append([q["disclaimer"]])
+    for idx, w in enumerate([22, 40, 8, 8, 16], 1):
         ws.column_dimensions[chr(64 + idx)].width = w
     wb.save(path)
 
 
 def main():
-    ap = argparse.ArgumentParser(description="Generate ranged 견적 from findings.json")
+    ap = argparse.ArgumentParser(description="Effort-based 견적 from findings.json")
     ap.add_argument("--findings", required=True)
     ap.add_argument("--rate-card", required=True)
+    ap.add_argument("--sow", required=True)
     ap.add_argument("--out-dir", default=".")
-    ap.add_argument("--seq", type=int, default=1, help="quote sequence number (NNN)")
+    ap.add_argument("--seq", type=int, default=1)
+    ap.add_argument("--baseline", choices=["basic", "treatment"], default=None)
+    ap.add_argument("--billing", type=float, default=None)
     args = ap.parse_args()
 
     with open(args.findings, encoding="utf-8") as fh:
         f = json.load(fh)
     with open(args.rate_card, encoding="utf-8") as fh:
         rate = yaml.safe_load(fh)
+    with open(args.sow, encoding="utf-8") as fh:
+        sow = yaml.safe_load(fh)
+
+    billing = args.billing if args.billing is not None else rate["billing_rate"]
+    baseline = pick_baseline(f, args.baseline)
+    modules, grand, mult, props, service = assemble(f, rate, sow, baseline, billing)
+
+    rounding = rate["rounding_unit"]
+    proposal = int(math.floor(grand / rounding) * rounding)
 
-    prospect = f.get("prospect", {}).get("name", "(prospect)")
     date = f.get("prospect", {}).get("audit_date") or datetime.date.today().isoformat()
-    year = date[:4]
-    quote_no = f"{rate.get('quote_prefix', 'OD')}-{year}-{args.seq:03d}"
-    disclaimer = rate["defaults"]["disclaimer_ko"]
+    d0 = datetime.date.fromisoformat(date)
+    valid_until = (d0 + datetime.timedelta(days=rate["terms"]["validity_days"])).isoformat()
+    quote_no = f"{rate.get('quote_prefix', 'OD')}-{date[:4]}-{args.seq:03d}"
 
-    chosen = select_services(f)
-    items, months = build_line_items(chosen, rate, f)
-    tot = totals(items)
+    disclaimer = ("본 견적은 공개 데이터 기반 사전 추정이며 표준 업무시간(SOW)·청구율 "
+                  f"{int(billing*100)}% 기준입니다. Search Console/Analytics 권한 확보 후 정밀 "
+                  "진단을 통해 과업 시간과 범위를 확정합니다. 외부 조달 항목은 인력비와 별도이며 조달 수수료 15%가 적용될 수 있습니다.")
+
+    q = {
+        "quote_no": quote_no, "date": date, "valid_until": valid_until,
+        "prospect": f.get("prospect", {}).get("name", "(prospect)"),
+        "service": service, "baseline": baseline, "billing_rate": billing,
+        "company": rate["company"], "terms": rate["terms"],
+        "scope": {"properties_total": props,
+                  "subbrands_total": f.get("entity", {}).get("subbrands_total", 0),
+                  "hours_multiplier": mult},
+        "modules": modules, "subtotal_sum": grand, "proposal": proposal,
+        "rounding_unit": rounding,
+        "tools": [dict(label=v["label"], unit=v["unit"], price_usd=v["price_usd"], note=v["note"])
+                  for v in rate.get("tools", {}).values()],
+        "disclaimer": disclaimer,
+    }
 
     os.makedirs(args.out_dir, exist_ok=True)
     data_dir = os.path.join(args.out_dir, "data")
     os.makedirs(data_dir, exist_ok=True)
+    write_md(os.path.join(args.out_dir, "05_estimate_ko.md"), q)
+    write_xlsx(os.path.join(args.out_dir, "05_estimate.xlsx"), q)
+    with open(os.path.join(data_dir, "estimate.json"), "w", encoding="utf-8") as fh:
+        json.dump(q, fh, ensure_ascii=False, indent=2)
 
-    md_path = os.path.join(args.out_dir, "05_estimate_ko.md")
-    xlsx_path = os.path.join(args.out_dir, "05_estimate.xlsx")
-    json_path = os.path.join(data_dir, "estimate.json")
-
-    write_md(md_path, quote_no, date, prospect, items, tot, months, disclaimer)
-    write_xlsx(xlsx_path, quote_no, date, prospect, items, tot, months, disclaimer)
-    with open(json_path, "w", encoding="utf-8") as fh:
-        json.dump({"quote_no": quote_no, "date": date, "prospect": prospect,
-                   "line_items": items, "totals": tot, "retainer_months": months,
-                   "disclaimer": disclaimer}, fh, ensure_ascii=False, indent=2)
-
-    print(f"견적 {quote_no}: {len(items)} line items | "
-          f"one-time {won(tot['one_time_min'])}~{won(tot['one_time_max'])} | "
-          f"monthly {won(tot['monthly_min'])}~{won(tot['monthly_max'])}/{months}mo")
-    print(f"Wrote: {md_path}\n       {xlsx_path}\n       {json_path}")
+    print(f"견적 {quote_no} [{baseline}] 제안가 {won(proposal)} (합계 {won(grand)}) "
+          f"| 프로퍼티 {props} ×{mult:g} | 청구율 {int(billing*100)}%")
+    for m in modules:
+        print(f"   {m['name']:24} {won(m['subtotal'])}")
 
 
 if __name__ == "__main__":