| 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. |
Agency Proposal
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.
When to Use
- A prospect has expressed interest and you need to pitch services
- Responding to a formal RFP or RFI
- Proposing an expansion of scope to an existing client
- Re-pitching after a lost deal with a revised approach
- Proactively pitching a new service line to a current account
Prerequisites
- juma-client-context: Must be populated with client/prospect company details, industry, known pain points, decision-makers, budget signals, and any prior conversations or briefs
- Access to relevant case studies or past performance data from similar engagements
- Clarity on which services are being proposed (paid media, SEO, content, full-funnel, etc.)
- Knowledge of the competitive pitch landscape if available (who else is bidding)
- Internal team availability and rate card for accurate pricing
Process
-
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.
Output Format
# [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]
Common Mistakes
- Single pricing option: Always provide three tiers. A single price creates a yes/no decision. Three tiers create a which-one decision and anchor the client's perception of value against the highest tier, not against zero.
- No urgency: Every proposal needs a validity window and a reason to act now. Reference seasonality, competitor moves, market timing, or lost opportunity cost to create legitimate urgency.
- Generic strategy: "We will optimize your campaigns" is not a strategy. Every strategic element must reference the client's specific situation, goals, and industry. If you could swap the client name and the proposal still works, it is too generic.
- Missing ROI projections: Clients buy outcomes, not services. Each tier must include projected return on investment with clearly stated assumptions. Even conservative projections dramatically increase close rates.
- Burying the price: Do not hide investment information. Present it confidently after you have built the value case. The Best tier goes first to set the anchor.
- No competitive differentiation: "Why you and not the other agency?" must be answered with specifics, not platitudes. Reference proprietary methods, team expertise, relevant case studies, or unique access.
- Forgetting the client's buying process: Account for multiple stakeholders. The executive summary must work as a standalone for the person who will not read the full document.
Related Skills
- juma-client-context: Foundation for all client intelligence used in the proposal
- juma-sow: Convert the accepted proposal into a binding statement of work
- juma-competitor-intel: Feed competitive research into the situation analysis
- juma-case-study: Generate polished case studies to include as references
- juma-upsell-finder: Identify expansion opportunities to build into Better/Best tiers
