# Examples — Proposal House Style

# Contents

• Opening-section pairs
• Scope exclusion patterns
• Complete worked example (bad → house style, condensed)
• Tier table pattern
• Gotchas

# Opening-section pairs

❌ Never (us-first):

About Us: With over a decade of combined experience, our team delivers best-in-class digital transformation solutions to clients across industries.

✅ House style (them-first):

The problem. Your checkout abandonment sits at 71% — 11 points above your category median — and your team traced most drop-offs to the forced account-creation step. You told us: "we lose them at the login wall."

# Scope exclusion patterns

✅ Every scope section carries three lists:

### Included
- Checkout flow redesign (5 screens) with two revision rounds
- A/B test setup and 4-week measurement

### Not included
- Payment-provider migration or new payment methods
- Copywriting beyond the checkout screens
- Changes to the mobile app (web only)

### Available separately
- Post-launch conversion monitoring: $2k/mo

❌ Never: an "Included" list alone — the client's imagination writes the other two lists, in their favor.

# Complete worked example (condensed)

❌ Bad version:

Proposal for Services

About us: [4 paragraphs of credentials and logos] Our approach: We will conduct a discovery phase, followed by design sprints, followed by implementation and QA. Deliverables include wireframes, design system tokens, and up to 40 hours of development. Investment: $27,400. We're excited about the opportunity and look forward to hearing from you!

✅ House-style version:

# Cutting checkout abandonment at Northshoe

The problem. Checkout abandonment is 71% against a 60% category median; your analytics show the account-creation step loses half of them. Every point of abandonment is ≈$9k/mo in lost orders at current traffic.

The outcome. Guest checkout live in 6 weeks; target abandonment ≤63% within 60 days of launch, measured by your own GA4 funnel — worth ≈$70k/yr at the low end.

How. Week 1–2 flow redesign (5 screens, 2 revision rounds); week 3–5 build behind a feature flag; week 6 A/B rollout at 50%.

Scope. Included / Not included / Available separately: [three lists]

Investment. Essential $18k · Standard $27k (recommended) · Premium $41k. Standard adds the A/B measurement that turns the launch into evidence; Premium adds the mobile app.

Assumptions. GA4 access by day 2; feature-flag infra exists (it does — LaunchDarkly). If either slips, timeline moves day-for-day.

Proof. Same intervention at Nordica: 71% → 58% in 9 weeks (case attached).

Next step. Countersign by Aug 22 to hold the Sept 2 start. Pricing valid until Aug 29.

# Tier table pattern

One sentence under the table says why the middle tier is the pick.

# Gotchas

• Effort listed in hours invites hourly negotiation; sell deliverables and outcomes, keep hours internal.
• "Investment" vs "cost" — use "investment" only when an ROI number backs it; otherwise it reads as spin.
• Unpriced Premium tier ("contact us") breaks the anchor; price all tiers.
• Case studies without numbers are decoration; every proof point carries a metric and a timeframe.
• The expiry date you don't enforce trains clients to ignore the next one. Pick a date you'll honor.