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Introduction

Example scenario for an online marketing company

An event planning company that have recently had their website re-done and have a fairly decent conversion rate. They want to capitalise on 3 sectors: Wedding Planning, Corporate Events and Launch Events. It's a seasonal business so missing the season is costly.

It's been identified in meetings that there's a real fear around missed opportunity by getting this wrong or not acting fast enough.

Introduction

ABC Event Planning are looking to increase the number of new leads coming into the business. It's important to take advantage of the seasonal nature and focus on the most time sensitive sector first.

We'll be looking to exploit the social network's advertising platforms as well as the tried and tested Google Adwords search network.

Each sector is different, each advertising platform is different and we'll use a unique blend of each of them to put the perfect advert infront of the exact right people.

Currently, you're averaging 7 enquiries a week, we'll be looking to increase that to upwards of 30 enquiries each week. 

Where Your Ads Will Appear

Google Adwords

The first thing we'll be doing is maximising the genuine search opportunity that exists currently. This is the fastest to set up and will be the platform we use to fund the rest of the campaigns.

We'll be focussing specifically on search terms that want an event planner in the short term so the sales cycle is as short as possible. 

Facebook Ads

We're not going to be using Facebook to target CEOs anytime soon. We'll be using Facebook and its scarily detailed demographics searching to look for all brides in a certain age range looking for a wedding planner. Facebook even allows you to filter your search by everyone who has a relationship status set to 'Engaged'.

Not everyone announces relationships on Facebook so we'll use other tactics like search for women over 25 with interests that include wedding related magazines.

Twitter

Twtter allows you to run ads against people who follow certain accounts. This is similar to Facebook's ability to search by interest but it's more blatant. 

You can run ads for all users who follow any of your competition. Or you could target all users who are following certain corporate event planning blogs. 

We'll work with you to figure out which industry specific Twitter accounts there are and can run some ads for these.

LinkedIn

Where LinkedIn is different to Twitter or Facebook is it doesn't rely on demographics or interests as much as it's targetted towards Groups and Job role within a company.

There are several ways to play this. LinkedIn isn't the cheapest but if you know the exact position in a company you're looking to target or there are some LinkedIn Groups specific to your industry then this is gold.

 

The Process & Timescales

The Process

Step 1: Interview

Before we get started, we need to understand exactly who we're trying to target, what they might be interested in and how they might respond to certain things. It's unlikely you'll know exact answers but it's just to give us a starting point

Step 2: Sample Ads

You need to feel comfortable. It's vital that you are happy with the language we're using, the ad copy and the images we're using. Sometimes odd combinations and weird, out of the box ideas are the most effective but we'll never run anything against your wishes.

Once approved...

Step 3: Start running Ads

We will get going as soon as possible, then add more campaigns over the coming days. The idea behind this is to get you used to the traffic, the email volume and the level of enquiries. It's no good us turning the traffic tap on max when you're struggling to handle the first lot of enquiries.

Step 4: Ongoing Revisions

There's a concept called "ad blindness". It's where you see the same ad again and again and as a result, you start to tune it out. It might even help you massively and be exactly what you're looking for but for whatever reason, your brain ignores it.

For that reason, we keep recycling the ads. The majority of the ad will stay but instead of saying "Get Your Free Report" we might change it to "Free Checklist: Get Yours". Same idea, just visually looks different.

Step 5: Going Forward

Over time, we'll start to notice which types of ads, markets, platforms and targetting is actually producing customers. You never know this from day 1. 

Eventually we can start shutting down the ads that aren't as effective at producing customers and double down on the ones that are.

Oddly enough, sometimes you can have very well performing ads that just attract tyrekickers. On paper, it's great but in reality, they don't pay. On the other hand, you can have a badly performing ad that actually filters people out, leaving only the very interested people clicking.

An example of this, is called "price filtering". It's where you put a price in the ad. Anyone not prepared to spend any money will not bother clicking saving you a click from someone who wasn't ever going to buy anyway.

Timescales

It will take around 10 days to get your first set of ads live.

Case Study

Problem

Jane Doe Wedding Planning had just started out. Wasn't on a shoestring budget but had no clients. She had her website all designed but didn't know how to get traffic.

Proposed Solution

We identified that the kind of weddings she wanted to organise would be on the lower end of the spectrum so we used Facebook Ads to run search against industry magazines, popular websites relating to wedding venues and more.

We correctly assumed that because of the low budget, a lot of these were first time and fairly young couples so we created an offer on the ads for a free download of a wedding checklist.

Result

In the first week she had 3 qualified enquiries. By week 8 we'd got her up to 7 enquiries per week. These weren't people looking for the free download, these were people enquiring after reading it. It's too early to tell what her conversion rate is and as she's new, it'll likely be lower than a company who's done it a long time. 

She did have this to say:

"I started my business with no idea how to get customers. I had some money to spend but no idea where to put it. ABC Online Marketers guided me to having almost more enquiries than I could handle"

Jane Doe - Managing Director 

Your Investment

Strategy

Our pricing is set in a way that it won't actually cost you anything. Our guarantee makes sure that if it doesn't work then you don't pay.

Our strategy for this is two-fold:

1. We don't take on every client. We've become very good at assessing whether we can help companies and we are very excited about helping you.

2. We grab the low hanging fruit available first. This funds pays back your investment as quick as possible.

 

Your Investment

Facebook Ad Management£300 per month or 15% of ad spend
Recommended budget (Paid to Facebook)£500 per month
Total£800 per month
 Descriptionprice

 

The Real Cost

There's the amount of money changing hands during this transaction, then there's what we call "The Real Cost". 

This is the cost of our service, factored into the cost of you doing business, then working out what's left. During our initial conversation, we asked you what the average transaction value was and the rough amount of profit in each job. 

Using that as a starting point, this is the real cost:

£800 / 60 new leads gives you a per lead cost of £13.33.

You are converting roughly 1 in 5 which means you should be generating 12 new customers each month. The cost of acquiring a new customer being around £66. 

Your average transaction value is £300 with around £250 of that being profit. Less the £66 leaves you with a total profit of £184 per job.

£184 times the 12 new customers is £2,208 on an investment of £800 per month.

Remember, your number of leads is guaranteed assuming you follow our advice, so you'll either make £2,200 in clear profit after expenses and ad-spend or you won't pay us at all.

 

Your Guarantee

Like with any business purchase, there's risk attached. We want to completely remove that risk from you and place it on ourselves.

If we don't do what we say we're going to do then you shouldn't pay.

Here's how it works

The entire purpose of this project is to increase the number of new leads your website generates. 

If we don't get you an average of 7 new leads each week over any given month then you won't pay the following month's management fee.

The only caveat to this is you must be prepared to spend the recommended amount. 

You won't need to "call in" the guarantee. If in any month, we don't hit the correct number of new leads then we'll simply ammend your invoice for the following month.

Let's Get Started

Accept Proposal

If you would like to join us and become a client then we'd be delighted to have you. 

Next steps

1. Sign below by typing your name and hitting 'Sign Proposal'

2. We'll arrange the initial interview where we'll gather all the details we need.

3. We'll be in touch with your invoice details and will set up billing

I, Doe, agree to the terms of this agreement and I agree that my typed name below can be used as a digital representation of my signature to that fact.
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