Project duration isn'tworking time

In short

“How long will the store take?” is one of the most common questions before a project. The honest answer has two parts: how long we need for implementation, and how long the project runs on the calendar overall. The difference comes from things outside the agency: content, access, data, feedback and approvals. That's why we name both timeframes and the prerequisites for them. That way, an implementation time doesn't get mistaken for a fixed launch date.

The case

A client works with the implementation time we quoted and plans their launch around it. Then product photos are still missing, access to the ERP only arrives a week later, and a feedback round takes longer than expected. The store wasn't built any slower, but the calendar kept running. Without clarifying this upfront, it quickly leads to frustration on both sides.

What determines the timeline

How we build the schedule

1. State implementation time and project duration separately. Both numbers belong in the offer.
2. Name the prerequisites. What has to be in place when for the plan to hold?
3. Plan in feedback rounds. With a clear window for responses.
4. Make third-party dependencies visible. App and ERP providers have their own schedules.
5. Talk about delays early. Better a week ahead than on the planned launch day.

What to take away

• Ask for both timeframes. How long is the build, and how long does the project run?
• Feedback loops shape the calendar more than individual pages. Plan time for your own responses.
• Prepare content early. Missing images and copy are the most common reason for delays.
• A clear schedule protects both sides. If you know the prerequisites, you can meet them.

Planning a launch for a specific date? We'll work backwards together and tell you what needs to be ready by when.