Two weeks, a fixed fee, a written recommendation: why the build diagnostic is the smallest unit of work we sell, and why we do not sell time.
By Floburn · MicroForensics, built and run for California employers
Floburn sells two kinds of engagement, and both have a defined end and a fee known before work begins. For a company deciding whether to have us build custom software, the first is the two-week build diagnostic: two weeks of interviews and measurement, then a written recommendation and a scope you can take to any vendor. The second is the fixed-scope build that may follow it.
We do not sell open-ended retainers, and this post is why the engagements are shaped that way. A firm's pricing tells you what it thinks about its own product. A retainer says we don't know what success looks like, so we'll bill for time. A fixed-scope diagnostic says we know what we're selling, and we know when it's done.
The standard consulting retainer is some version of N hours per month at $X per hour, autorenewing, scope to be negotiated. The relationship is intentionally elastic on both sides — the client doesn't have to define the work too tightly, and the consultant doesn't have to bound it. Each month, work happens, hours get billed, an invoice goes out. After six months, the relationship has produced some artifacts, some deliverables, and a recurring line item on the client's P&L.
The retainer model has one structural advantage: It removes scoping friction. The first month of any engagement is the most expensive month, because the scoping work is unbilled. Retainers absorb the scoping into the run rate.
It has three structural disadvantages, and on balance the disadvantages dominate for most engagements we'd consider.
The consultant's incentives drift toward continuation. The retainer's renewal is the consultant's revenue. The work that drives renewal isn't the same as the work that solves the client's actual problem — it's the work that makes the client feel like they're getting value this month. Those overlap on good engagements. On most engagements, they don't.
The client's accountability for the relationship dilutes. With a fixed-scope deliverable, the client knows when the work is done and whether it landed. With a retainer, the test is did we get value this month — which is a soft question that gets answered with vibes more often than measurements. A retainer that goes for nine months without a defined deliverable will rarely be cut at month ten, because cutting it implies the prior nine months were waste.
The scope creeps in both directions. Some retainers underdeliver — the client doesn't push hard enough on the scope, the consultant doesn't volunteer it. Other retainers overdeliver — the consultant works through the night to keep the client happy, but the work isn't billable, and the consulting firm burns out the talent that produced it. Both directions break the unit economics.
Two shapes of paid engagement, both bounded.
The two-week build diagnostic, which we've described elsewhere on this site, is the smallest unit. A defined start, a defined end, a written artifact, a fee that's known at signature. The diagnostic is paid even if the recommendation is don't proceed.
The fixed-scope build is the larger unit. After a diagnostic recommends a build, the build is scoped in writing: deliverables, milestones, dependencies, fee. The contract is signed before work starts. When the build is done, the build is done. We don't autorenew into ongoing work; we write a new scope if there's a next phase.
Both shapes have the same property: At any point in the engagement, both parties know what's being produced, what the fee covers, and what done looks like. The boring administrative discipline of scoping in writing is what enables the substantive discipline of saying the work is complete.
There are engagements where a retainer is the right shape. Two patterns:
Run-state operational support — once a system is live and the client wants standing support for ongoing operations (operating MicroForensics every pay period, monitoring drift, statutory updates), a monthly fee for defined services is appropriate. The retainer isn't open-ended; it's a defined deliverable repeated on a defined cadence.
Long-running advisory relationships with executive sponsorship — usually with a Fortune-500 client whose internal procurement structures make the retainer the only path. Those engagements need their own scope discipline inside the retainer envelope.
Outside those two cases, retainers are a tell. They tell you the consultant either doesn't know what they're selling, or knows but would rather not tell you.
If you're evaluating a consulting engagement and the proposal is an open-ended retainer, the diligence question is: What specifically will I have, in writing, at the end of month one that I won't have today. If the answer is concrete — a report, a system, a measurable improvement — the retainer is hiding a fixed-scope engagement, and you should ask the firm to price the engagement as fixed-scope.
If the answer is vague — we'll learn together, we'll iterate, we'll evolve the scope — the retainer is the product. You're paying for relationship, optionality, and a slot on the firm's roster. Some clients want that. Most don't, when they're honest about the budget.
A free 30-minute call is the right starting point if you want to walk an engagement structure against your situation. We'll tell you which shape fits your problem.
Free · 30 minutes. If it fits, the next step is the records diagnostic, a fixed fee quoted on the call, and anything paid after that is a separate agreement you sign first.