04 - Proposal Template

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Website Redesign and Development

Proposal for Acme, Inc.
Oct Xth, 20XX
Valid Until 15 Business Days After The Above Date
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WEBSITE REDESIGN AND DEVELOPMENT PAGE 1 OF 19
EXECUTIVE SUMMARY
The Opportunity
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est laborum
The Solution
Starting from the ground up and focusing on Acme’s objectives, the new Acme Branding
website will have an original, modern design that more effectively engages its users.
{{Company name}} will implement a solution that makes it as easy as possible for Acme
to manage all of the site’s content. Acme Staff will be trained on how to use the system and
have access to further technical support, when needed.
All efforts will be made to ensure that the user experience of Clientwebsite.com will be
best-in-class. This includes a stunning overall interface design, a clear and simple-to-use
navigational menu which allows users to browse and find anything they’re looking for in a
matter of seconds, and much more.
This project will also include the creation of several email templates to be used in
marketing communication, along with the copywriting of all text on the site.
Goals:
● Show the world that Acme can build and maintain a strong, engaging brand online.
● Design and develop a user experience that makes visitors fall in love with Acme, and
instills confidence in potential clients.
● Give Acme power over all of the content on their site and the training they need to
effectively manage it.
● Provide Acme with a foundation that will allow them to generate a constant stream
of new leads, month after month.
COMPANY CONTACT DETAILS

{{Company name}}: COMPANY OVERVIEW
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proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Office Locations
<visual map of your office locations>
Client List
<logo> <logo> <logo>
Other key clients include:

● Client 1
● Client 2
● Client 3
● Client 4
● Client 5
● Client 6
● Client 7
● Client 8
● Client 9
● Client 10

Acme WEBSITE REDESIGN & DEVELOPMENT: PROJECT OVERVIEW
Research & Planning
Our process begins with an in-depth Research & Planning period, where we lay the
foundation for the project. This phase influences both the design and development and
consists of four domains:
1. Help define business requirements along with the key performance indicators once
launched. Acme will define the criteria, with {{Company name}} assisting in
formalizing for the Creative Brief.
2. Website Architecture & Technical Requirements: define the technology and

architecture behind the website as well as all technical requirements needed such
as:
a. System architecture
i. Content management system requirements (Wordpress)
ii. Integration with external systems
iii. Analytics (both server-side and client-side)
b. Define website features and functionality
c. Define approach and requirements of features
d. Quality Assurance (QA) – develop test plan and test cases
3. Creative Brief: The main purposes of the creative brief are to connect objectives with
creative strategies, build team consensus, align expectations, and define
measurable goals. This document also serves as a summary of our findings from
Research & Planning.
e. Elements include:
i. Executive summary
1. Mission statement
2. Strategic goals & success criteria
ii. Look & Feel Document
1. Serves as a visual guide for the website, and serves as a
guidepost for the look of the website.
a. Look & Feel includes:
i. Mood boards
ii. Font Exploration
iii. Color Palette
iii. Competitive Landscape

1. An analysis of 3-5 similar websites used to educate teams on

the current market landscape, best practices, and user flow
decisions
4. Project Plan: create the schedule, identify milestones, define the approach, select
team members, and identify potential risks with mitigation plans in place
User Experience and Visual Design
User Experience is the stage of production where information, content, user flows,
wireframes, site diagrams, interactivity, and workflows are determined.
{{Company name}} begins with a site diagram to collect all screens in a hierarchical
arrangement to gain a better understanding of how they work and flow into one another.
Information Architecture Milestones:
1. Diagram Round 1: a simple diagram based on approved content and functionality

2. Diagram Round 2: modifications to R1 based on client feedback, for approval
3. Wireframes Round 1: complete “blueprints” for all the screen template types, based
on approved Diagram
4. Wireframes Round 2: final fully annotated Wireframes based on changes to R1 (if
necessary), submitted for Client approval
5. Functional Specifications Draft: a working document that outlines all website
functions that developers will use to code against.
Once the site diagram has been completed, we will enter into a series of wireframe rounds
in which we will construct each page with detailed interactions to lay the foundation for
visual design. The wireframes will clearly describe how the different screens work in
conjunction with one another.
Your project will be designed based on detailed conversations with you, influences from
sites (or parts of sites) that your team likes, the competitive analysis, and user experience
needs and best practices. We will present color palettes, image styles, and typefaces, all
within your brand aesthetic and guidelines.
The look of the website will be developed in 2-3 rounds of look & feel design. Once look &
feel is approved, all the page templates will be designed and submitted for your approval
before going into production.

Look & Feel Milestones:
1. Look & Feel Round 1: 2 options for the website look and feel, presented as flat JPGs
2. Look & Feel Round 2: further revision on 1 of the options from R1 (if necessary)
3. Look & Feel Final Edits: final Look & Feel based on R2 (if necessary), for approval
Once the approved look of the site is complete, all website page templates will be designed
and submitted for approval in several rounds of design production.
Design Production:
1. Design Production Round 1: design of all screen templates based on final L&F
2. Design Production Final Edits: final modifications to templates (if necessary), for
approval
3. Final version of the functional specification document, finalized and ready for
development
Acme Website Development
Once the Website Design phase is complete, {{Company name}} will move into the
development phase of the engagement to build the Acme Website. The website will be
responsive for optimal viewing across desktop, mobile and tablet devices.
{{Company name}} will also be responsible for content creation on the site, including the
creation of bios for key team members. {{Company name}} will also transfer existing
content to the new website.
Website Components (to be finalized in the Research & Planning phase)
1. Implementation of custom page templates and front end designs using

HTML5/CSS3/JavaScript
a. Final page templates to be determined during Research & Planning phase
b. Implementation of 4 page templates
i. Home
ii. Static
iii. Contact
iv. Custom 404
c. Pages
i. Home
1. Global Header (appears across all web pages)
a. Acme logo

b. Global Navigation
2. Displays content about Acme
3. Directs users to other site sections
ii. Portfolio/Brands
1. Displays past work and information about the Acme Branding
process
iii. Contact
1. User can fill out a message to send to Acme
a. Name
b. Email
c. Subject
d. Body
iv. Custom 404 Error page
1. Features text and image content.
2. Content Management System (CMS) installation and configuration (WordPress)

a. Server installation and configuration
b. Creation of database (MySQL)
c. Creation of User Accounts
i. Administrator (has total control of the system and content)
ii. Editor (has control over content only)
d. Ability for administrators/editors to add, delete, edit, or schedule content
updates
e. Install and configure necessary WordPress plugins to support the content
needs of the site
3. Email Templates
a. Creation of 2-3 email templates in responsive HTML for use in Mailchimp or
similar email marketing software
Deployment & Hosting
{{Company name}} will handle deployment and initial management and configuration of
the hosting environment. Costs for hosting and maintenance services will be determined
during Research & Planning, after {{Company name}} understand the hosting needs for the
website.

Quality Assurance
{{Company name}} will make all reasonable efforts to ensure the quality of all proposed
deliverables. Such quality assurance services include, but are not limited to Quality
Assurance (QA) testing that all components perform their intended function correctly,
including testing for compatibility with different devices, browsers and operating systems.
Any other such services deemed reasonable and necessary, by both parties, for the
successful implementation of the project.
PROPOSED PROJECT SCHEDULE
Tentative Start Dates Duration Description of Work
Date 1 ~X weeks Discovery: Strategy, Planning, Design, Architecture
Team: (1) UX Lead; (1) Visual Designer; (1) PM; (1) Technical Lead
Date 2 ~X weeks User Experience (diagrams, wires, user stories, etc) for All Releases
and Visual Design for Release Candidate #1
Team: (1) UX Lead; (1) Visual Designer; (1) PM; (1) Technical Lead
Date 3 ~X weeks Application Development & Ongoing Testing
Team: (1) UX Lead; (1) Visual Designer; (1) PM; (1) Technical Lead; (4)
Mobile Developers; (2) Web Developers
Date 5 < X week Release Sprint & Submit to App Store (Release Candidate #1)
Team: (1) Technical Lead

BUDGET RECOMMENDATION
Recommended Budget with a full suite of services for the application build (UX, visual
design, development, QA, deployment, etc.): $60,000. The budget recommendation is
based on team size, hours estimate, and deliverables.
The breakdown is as follows:
Proposal Discovery, User Experience, and Visual Design: $21,000

Deliverables: Full Creative Brief and Project Plan
Web Services Development, Deployment & Implementation: $39,000

Deliverables: A fully responsive website and CMS installation to support the creation &
editing of content.
Subject to change based on new requirements as agreed upon by {{Company name}} and
the Acme, Inc.

{{Company name}} PROJECT TEAM
Project Team Leads
Team Member 1
Team Member 2
Team member 3
Our Founders
Owner 1
Owner 2

Project Team
Design
● Creative Director/Brand Strategist: Responsible for the creative brief, the overall
look & feel of the website and supporting marketing collateral, along with
overseeing the design production.  
● User Experience: Treated as the product lead from the {{Company name}} team, the
UX team is responsible for a number of deliverables that define the visual direction
of the website including site diagrams, wireframes, information architecture
diagrams, user flows, user stories, usability and discovery guides, and personas. 
● Visual Design: focuses on layout, imagery, iconography, and typography in order to

visually deliver compelling user interfaces and brand collateral. They build off the
foundation created by User Experience and the Creative Directors to bring the
designs to life. 
Web Development
● Technical Lead: Lead architect and manager of the front and backend development
teams. 
● Web Development Team - Responsible for coding the HTML, CSS, and JavaScript 
○ Senior Web Developer
○ Mid-level Web Developer
○ Junior Web Developer (backup)
Project Manager
Responsible for planning, scheduling milestones, gathering assets & requirements,
overseeing QA & testing, budget monitoring & reporting, and coordinating internal teams.
Account Manager
Liaison between the product teams and the client. Troubleshoot business issues and act as
the client advocate for the internal teams. 

TRAINING, SUPPORT & MAINTENANCE
(Optional) Hosting & Maintenance

{{Company name}} will provide 15 hours per month for bug fixes, maintenance of the
application accessibility as browsers and operating systems evolve, and create new
features for the Acme website as necessary.
Example Maintenance Budget:

$1,875 per month
Example Hosting Budget:

$1,125 per month
Training:
Wordpress training will be provided to the Acme staff. This training will cover the basics of
updating content and managing the website.

RELEVANT PROJECT EXAMPLES
Case study 1
THE MISSION
proident, sunt in culpa qui officia deserunt mollit anim id est laborumprogressed. Our
representatives proposed wireframes and conducted an extensive brand brief.
Once planning was complete, mock-ups were created and, once approved, concrete design
elements such as colors, symbols, and icons were introduced.
WHAT WE DID
Web Development using Ionic


User Experience Design

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labore et dolore magna aliqua. Ut enim ad minim veniam.
Visual Design
THE RESULT
“ Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat..”
– NAME 1, owner, Case study company, Inc.
According to the client, {{Company name}}’s team was instrumental to the success of OU
achieving their goals and developmental priorities in the form of custom mobile solutions.
" Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua.."
– NAME 2, Web Marketing Manager for client company

Case study 2
THE MISSION
proident, sunt in culpa qui officia deserunt mollit anim id est laborum progressed. Our
representatives proposed wireframes and conducted an extensive brand brief.
Once planning was complete, mock-ups were created and, once approved, concrete design
elements such as colors, symbols, and icons were introduced.
WHAT WE DID
Web Development

User Experience Design

Visual Design
THE RESULT
“ Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat..”
– NAME 1, owner, Case study company, Inc.
According to the client, {{Company name}}’s team was instrumental to the success of OU
achieving their goals and developmental priorities in the form of custom mobile solutions.
" Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua.."
– NAME 2, Web Marketing Manager for client company

KEY DIFFERENTIATORS
Over 250 Successful Projects

Our speed of delivery is best-in-class, while also maintaining the highest level of quality.
Experience With Other High Publicity Projects

{{Company name}} has had the opportunity of working on projects that were designed to
effectively attract and engage ever growing communities including projects for Bonobos,
Cliffs Notes and Tyson Foods.
An Alliance with Acme

We already have a history of working on projects together with Acme. We’ve enjoyed our
collaboration thus far, and hope you have too. We’d love to take it to the next level by using
everything we’ve learned until now and provide Acme with best possible results, within the
given timeframe.
CONTACT INFORMATION
ADDRESS
YOUR NAME, YOUR POSITION

Email: email@email.com | Phone: NUMBER

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www.imarketing.

Website Redesign and Development

COMPANY CONTACT DETAILS

{{Company name}}: COMPANY OVERVIEW

<visual map of your office locations>

<logo> <logo> <logo>

Other key clients include:

COMPANY CONTACT DETAILS

Acme WEBSITE REDESIGN & DEVELOPMENT: PROJECT OVERVIEW

Research & Planning

2. Website Architecture & Technical Requirements: define the technology and

COMPANY CONTACT DETAILS

1. An analysis of 3-5 similar websites used to educate teams on

User Experience and Visual Design

Information Architecture Milestones:

1. Diagram Round 1: a simple diagram based on approved content and functionality

COMPANY CONTACT DETAILS

Look & Feel Milestones:

Acme Website Development

Website Components (to be finalized in the Research & Planning phase)

1. Implementation of custom page templates and front end designs using

COMPANY CONTACT DETAILS

2. Content Management System (CMS) installation and configuration (WordPress)

Deployment & Hosting

COMPANY CONTACT DETAILS

PROPOSED PROJECT SCHEDULE

Tentative Start Dates Duration Description of Work

Date 1 ~X weeks Discovery: Strategy, Planning, Design, Architecture

Date 3 ~X weeks Application Development & Ongoing Testing

Team: (1) Technical Lead

COMPANY CONTACT DETAILS

The breakdown is as follows:

Proposal Discovery, User Experience, and Visual Design: $21,000

Web Services Development, Deployment & Implementation: $39,000

COMPANY CONTACT DETAILS

{{Company name}} PROJECT TEAM

Project Team Leads

COMPANY CONTACT DETAILS

● Visual Design: focuses on layout, imagery, iconography, and typography in order to

○ Senior Web Developer

○ Mid-level Web Developer

○ Junior Web Developer (backup)

COMPANY CONTACT DETAILS

TRAINING, SUPPORT & MAINTENANCE

(Optional) Hosting & Maintenance

Example Maintenance Budget:

Example Hosting Budget:

COMPANY CONTACT DETAILS

RELEVANT PROJECT EXAMPLES

Web Development using Ionic

COMPANY CONTACT DETAILS

User Experience Design

COMPANY CONTACT DETAILS

COMPANY CONTACT DETAILS

User Experience Design

COMPANY CONTACT DETAILS

Over 250 Successful Projects

Experience With Other High Publicity Projects

An Alliance with Acme

YOUR NAME, YOUR POSITION

COMPANY CONTACT DETAILS

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