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Use when creating an agency proposal to win new business, respond to an RFP, or pitch account expansion to an existing client.
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Based on SOC occupation classification
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| name | juma-proposal |
| description | Use when creating an agency proposal to win new business, respond to an RFP, or pitch account expansion to an existing client. |
Generate a comprehensive, persuasion-engineered agency proposal designed to win new business or expand existing client relationships. The proposal uses tiered pricing to anchor high, includes ROI projections, and builds urgency through strategic framing.
Gather context: Pull all available information from juma-client-context including company profile, industry vertical, stated challenges, goals, budget range, decision timeline, and stakeholder map. Identify any previous proposals or interactions.
Research client and industry: Investigate the prospect's current marketing presence, recent news, competitive positioning, and industry trends. Identify 2-3 specific, observable gaps or opportunities that demonstrate you have done your homework.
Build situation analysis: Synthesize research into a clear picture of where the client is today, what is holding them back, and what the cost of inaction looks like. Frame challenges as opportunities. Quantify the gap between current state and potential state wherever possible.
Develop strategic approach: Outline the methodology, frameworks, and phased approach you will use to address the identified opportunities. Connect each strategic element back to a specific client challenge. Avoid generic descriptions of services.
Create tiered pricing: Build three investment tiers (Good / Better / Best) with the Best tier presented first to anchor high. Each tier must clearly articulate what is included, what results to expect, and what the client gives up by choosing a lower tier. Include ROI projections for each tier.
Compile proposal: Assemble all sections into the final document, ensuring narrative flow from problem to solution to investment. Add case study references, team bios, differentiators, and a clear call to action with urgency.
# [Proposal Title: Action-Oriented, Client-Specific]
**Prepared for:** [Client Name]
**Prepared by:** [Agency Name / Team Lead]
**Date:** [Date]
**Valid through:** [Expiration Date - create urgency, typically 30 days]
---
## Executive Summary
[2-3 paragraphs maximum. Lead with the client's core challenge, bridge to your strategic solution, close with expected impact. This must stand alone - many decision-makers read only this section. Include a single compelling data point or projected outcome.]
---
## Situation Analysis
See [situation-analysis-framework.md](situation-analysis-framework.md) for the complete Current State / Challenges / Opportunities / Cost of Inaction framework.
---
## Strategic Approach
### Methodology
[Describe your overall framework and philosophy. Why this approach for this specific client, not just any client.]
### Phase 1: [Phase Name] (Months 1-2)
[Objectives, key activities, expected outcomes]
### Phase 2: [Phase Name] (Months 3-4)
[Objectives, key activities, expected outcomes]
### Phase 3: [Phase Name] (Months 5-6+)
[Objectives, key activities, expected outcomes]
[Add or adjust phases as needed for the engagement.]
---
## Scope of Work
### Deliverables
| Deliverable | Description | Timeline | Success Metric |
|---|---|---|---|
| [Deliverable 1] | [Brief description] | [When] | [How we measure success] |
| [Deliverable 2] | [Brief description] | [When] | [How we measure success] |
| [Deliverable 3] | [Brief description] | [When] | [How we measure success] |
### Timeline Overview
[Visual or narrative timeline showing key milestones across the engagement period.]
---
## Your Team
| Name | Role | Relevant Experience |
|---|---|---|
| [Name] | [Role, e.g., Account Director] | [1-2 sentences on why this person is right for this client] |
| [Name] | [Role, e.g., Strategy Lead] | [1-2 sentences] |
| [Name] | [Role, e.g., Channel Specialist] | [1-2 sentences] |
---
## Investment
See [pricing-tier-template.md](pricing-tier-template.md) for the complete three-tier (Good/Better/Best) pricing structure template with ROI projections.
---
## Relevant Case Studies
### [Client/Industry Reference 1]
**Challenge:** [Brief challenge description]
**What We Did:** [Brief approach description]
**Results:** [Quantified outcomes - revenue, leads, ROAS, etc.]
### [Client/Industry Reference 2]
**Challenge:** [Brief challenge description]
**What We Did:** [Brief approach description]
**Results:** [Quantified outcomes]
---
## Why [Agency Name]
- **[Differentiator 1]:** [Specific proof point, not a generic claim]
- **[Differentiator 2]:** [Specific proof point]
- **[Differentiator 3]:** [Specific proof point]
- **[Differentiator 4]:** [Specific proof point]
---
## Terms & Next Steps
**Engagement start date:** [Proposed date]
**Contract term:** [Length]
**Payment terms:** [Net terms, billing schedule]
**This proposal is valid through:** [Date]
### Recommended Next Steps
1. [Specific action, e.g., "Schedule a 30-minute call to align on tier selection"]
2. [Specific action, e.g., "Provide access to analytics and ad accounts"]
3. [Specific action, e.g., "Sign SOW and kick off by [date]"]
---
**[Contact Name]** | [Email] | [Phone]