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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.
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.
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