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When a potential client approaches you to see if you can handle
their projects, how do you prove your worth?
The answer is to write an informative and insightful project
proposal. Here's how...
For more indepth advice on how to write a winning Web proposal, download
my eBook.
By Nigel Gordijk
Before you begin working for a potential client you need to win
their confidence by proving you're capable of meeting their requirements.
Sometimes this is a formal process where the client has issued a
Request For Proposal (RFP) which means that you'll be competing
against others to win the project. Alternatively, a client may approach
just one supplier to see how they would handle the job. There is
an excellent article about responding to RFPs on the Web site of
US design magazine HOW (www.howdesign.com).
Here, I'll be discussing my method for handling the individual
approach. As I'm primarily a Web designer much of the advice has
a slant towards online projects, but hopefully most of it will prove
helpful for any client project.
Front cover
This may sound obvious, but make sure that the cover clearly features
your organisation's name (and logo if it has one), the title of
the project and the date of the submission. You want your document
to stand out from the reams of paper on the client's desk.
Copyright Statement
When you hand over the result of your carefully considered hard
work, make the client aware that you don't want it to be shown to
a third party. They may well be a cheap bargain basement supplier
who would happily steal your ideas. If you don't win the project
and a few months later a near replica appears based on your ideas,
this can be useful for proving that you own the rights to them.
I usually include the following statement on the first page of
my proposals:
Nigel Gordijk owns the copyright for this document and all
its contents.
This proposal should be considered private and confidential
and may not be shared with any third party without the prior written
permission of Nigel Gordijk.
In reality, if someone steals your work it could be near impossible
to prove. But at the very least this will show the client how much
you value it.
Executive Summary
Explain your understanding of the client, their business and the
industry they operate in. This will form the platform that is your
starting point for a project so you need to show the client that
their objectives are clear to you. The Executive Summary shouldn't
be more than about three or four paragraphs.
Current Situation
List the existing success and failures of any existing efforts the
client has in the area that you'll be working in. For example, if
you're redesigning their Web site then assess how easy the navigation
is to use; what does the design of the site say about the client;
is it informative and up to date; and so on.
Be diplomatic if you can't think of anything good to say. Bear
in mind that this earlier effort may have been commissioned by the
person who is reading your proposal - or worse, they may have done
it themselves. If the site's navigation isn't up to scratch, mention
that it could be improved by simplifying it to make it easier to
use.
Target Audience
Who will be using the finished project? Give demographic details
- age, industry sector, etc. - as well as details of what needs
to be considered with regards to these people. What type of language
should you be using to address them? Are they likely to be Web literate
or complete beginners?
Project Goals
The client should hopefully be focused on what they want to achieve
and this is where you summarise their objectives. Is this an image
exercise or a communication one? Does the client company just want
to look cool or is it trying to tell its target audience about their
products and services? It's vital this is clearly defined as different
requirements need different executions.
Remember - this is a project proposal, not a project brief. Its
purpose is to prove to the client that you can help them meet their
objectives, so don't be afraid to state what seems to you to be
the obvious. If you do, your proposal may be rejected because of
what you omitted.
Creative Strategy
Given the understanding you've displayed in the Executive Summary,
Current Situation, Target Audience and Project Goals this is where
you can get a bit creative and show off.
The Creative Strategy is often described as "the way forward"
- you're starting from Point A and your aim is to take the client
to Point B. Explain what you think is the best route to get there.
If you'll be producing a Web site then list the sections with short
descriptions.
Technical Strategy
How technical you are here depends on how much you think your client
will understand. Will the site's content be dynamic? If so, then
describe how you will achieve this. Will there be a members' forum?
What technology will you use? What type of server will the client
need?
Often the Technical Strategy is governed by budget constraints
so it's a good idea to offer two or three options, each of which
vary in price. The client could launch with a basic HTML brochure
site, then develop a more advanced (and more expensive) strategy
further down the line.
Implementation Process
To many clients the creative and technical process is an arcane
art. Now that they've made an initial contact with you they may
have no idea how you work and how they get to a completed project.
List the various steps and give a brief description.
1. Client consultation leading to the Project Brief
From an in-depth discussion with the client to determine its requirements
you will write the Project Brief that will include a site map, a
description of the content, final timelines and detailed cost breakdown.
2. Design direction and development
How many different styles of design will you be providing? How will
they be presented - in person, in print or online? Once a design
has been chosen, explain your acceptance process - signing off either
by email or in writing - and that this is the point where you start
creating all the other pages of the site.
3. Prototype
When the design direction and development is completed and signed
off is the point when the technical stuff happens in earnest - the
HTML is built and populated with content that has either been provided
by the client or generated by a third party.
4. Implementation
Describe the full list of deliverables so there are no nasty surprises
for either you or the client. Manage their expectations by stating
explicitly what you will and what you won't be providing.
Development Budget
Bear in mind that as this is a Proposal the Development Budget should
be followed by the caveat that further discussion will be necessary
to determine a final cost which would be detailed in the Project
Brief. At this stage it's enough to give an estimate.
Definitions
Even these days there are many clients who may not understand some
of the expressions that we take for granted because we use them
every day. Explain to them in layman's terms what a server is, the
purpose of a site map, what a content management system is. It may
be useful to explain the different technologies you'll be using
- basic HTML, javascript, Perl, ASP, etc.
Make the language accessible as clients can feel intimidated by
technology. You can use this as an opportunity to show them that
they'll be comfortable working with you.
Fee Schedule
Very rarely will you find a client who will pay you on time, so
it's up to you inform them at what stages during a project you want
to be compensated. I usually break down my required fee schedule
into three equal parts: one third when the Project Brief is signed
off; one third when the design direction has been agreed and signed
off; and the final third upon completion.
There are designers who insist on the first portion of their fee
before the Project Brief is agreed. However, some clients are wary
of shelling out before they've seen any work from the designer -
even if it's written and not creative. Play it by ear to gauge how
twitchy the client is about this and then decide if you're willing
to compromise.
Development Schedule
Provide a timeline for the project, listing dates for the various
stages of delivery, how long the client has to provide feedback,
all the way up to final acceptance and sign off. This is important
to show that you are focussed on reaching a goal and a deadline.
Point out that although this is a provisional timeline - the final
one should be in the Project Brief - any deviation from it by the
client may have repercussion on your ability to complete the project
in time. How many times has a client made eleventh hour changes
or changed the brief but still expected you to meet the agreed deadline?
This is one way of showing that the client has as much responsibility
for the success of the project as you do.
Conclusion
Thank the client for the opportunity to provide a proposal and tell
them that you're sure you can meet all their requirements. You could
also briefly mention what differentiates you from other potential
suppliers.
Team Biographies
Mention the key personnel who will be involved with the project,
giving their names and job titles. Give a brief professional biography
for each team member concentrating on relevant previous experience.
Make it clear which member of your team is the primary contact
for when the client has general queries. For specialist queries
- such as design or development - you may want to point out who
they should contact.
Contact Details
Give every possible method of contact - postal address, office 'phone,
email and Web address. Mobile 'phone numbers are optional, but include
them if they are the easiest way to reach you. Even after I've provided
what I thought to be a concise proposal covering every possible
scenario there have been clients who have had further questions
or wanted clarification. When this happens to you, don't brush them
off - if they're taking the time to call you then you're still in
the running.
Case Studies
If you have any case studies that are relevant to the client's industry
or to this project you should include them here, but no more than
three or four. Each case study should be no longer than a single
page.
You've slaved for hours on your masterpiece - but don't send it
just yet. First, there are a few things you need to do.
Check your spelling
Run it through a spellchecker. Nothing smacks of unprofessionalism
more than poor spelling and grammar. Not only are you a great designer,
developer or project manager - you also know how to communicate.
Get someone to proof read it
Another person may pick up on things that a spellchecker won't,
i.e. correct spelling that has been placed out of context.
File formats
It's probably best to find out if the client wants a printed or
digital version of the proposal. If you're emailing it, make sure
it is in a format that can be opened. Contact the client if they
can read PDFs or if they prefer a Microsoft Word document.
Covering letter
Once again, say thank you for the opportunity to participate in
the proposal process and tell them that they can contact you for
clarification if necessary.
For more indepth
advice on how to write a winning Web proposal, download
my eBook. |
