Proposal Process
Owner: PMO | Input from: Fady’s GoHighLevel notes + Discord briefing | Turnaround: 48 hours from discovery call — no exceptions
Proposal Structure
1. COVER
Cluematic | [Client Business Name] | Date
2. THE PROBLEM WE HEARD (half page)
Written specifically about THEIR business — not generic.
"Based on our conversation, here's what's costing you..."
If they recognise themselves in this section, the proposal
is already 70% won.
3. WHAT WE'LL BUILD (one page)
Specific automations for their business.
Plain English — no technical jargon.
3–5 bullet points: what it does + what it saves them.
4. HOW IT WORKS (half page)
Our process: Discovery → Design → Build → Test → Deploy → Support
Emphasise: we handle everything. They need to give us
access and answer our questions.
5. THE INVESTMENT (half page)
Flat monthly retainer: $5,000/month
What's included (list clearly)
Month-to-month or 3-month minimum (decide per deal)
Payment: Monthly, in advance
6. WHY US (quarter page)
3 bullet points — specific, not generic.
Reference the demo or relevant experience.
7. NEXT STEPS (quarter page)
"To get started: sign below and we schedule your
kickoff call within 48 hours."
DocuSign link.
Tool: Google Docs template → PDF → email + DocuSign
Naming: [ClientName]-Proposal-[YYYYMM]
Storage: Google Drive → Sales / Proposals / [Year]
Retainer Pricing
Standard flat monthly retainer: $5,000/month
This positions us above cheap offshore vendors ($500–$1,500/mo) without hitting enterprise resistance. At 5 clients this is $25,000 MRR — a sustainable operating base for a 6-partner team.
What the retainer includes:
- Up to 3 automation workflows built and maintained per month
- Unlimited bug fixes on existing automations
- Monthly check-in call (30 min) with Fady or Daniel
- Direct Discord/Slack access to the delivery team
- New automation requests prioritised in the monthly cycle
The ROI conversation — how Fady frames price:
Never lead with the number. Always establish cost of the problem first:
“Before I share the investment — let’s agree on the problem. You said your team spends about [X hours/week] on [task]. At even $20/hour that’s $[calculated monthly cost] you’re paying for manual work. We typically eliminate 70–80% of that. The retainer is $5,000/month. You break even in [X weeks] and save [net amount] every month after.”
Discounting policy:
- No discounts in year 1. We are building premium positioning — discounting undermines it.
- If price is the only objection → offer a 2-month minimum instead of reducing the price.
- Exception: a strategic reference client (first in a new vertical) — discuss with all partners before agreeing.
Objection Handling
”It’s too expensive for our size of business.”
“Let’s make sure the numbers actually work before you decide. What does [the manual process] cost you in staff time per month? Most clients find they’re spending more on the problem than on the solution. Want to work through that together?”
If still resistant:
“What if we started with just one automation — the highest-impact one — and proved the value in month one?"
"We’ve tried automation before and it didn’t work.”
“That’s actually the most common thing I hear. What happened with yours?”
[Let them explain. Then:]
“What you’re describing is exactly why we don’t hand you a tool and disappear. We design it around your actual process, handle the edge cases, and maintain it ongoing. It’s the difference between buying flat-pack furniture and having it custom built."
"I don’t really understand what AI automation means for my business.”
“Fair — it’s an overused phrase. Let me make it concrete. You told me your team spends [X hours] on [specific task] every week. AI automation means that task runs automatically — no one touches it. Want me to show you a 3-minute demo of exactly that for a business like yours?”
[Send the relevant Loom demo immediately after the call.]
”Let me think about it / we’re not in a rush.”
“Of course. Can I ask — what would need to be true for this to feel urgent?”
[If timing:]
“What if we pencilled in a follow-up for [2–3 weeks out]? By then I’ll have a demo built specifically for your business.”
Closing & Handoff to Delivery
When a deal closes (contract signed + first invoice paid):
- Business → GoHighLevel: move to
Closed Won, log value and close date - Business → Discord
#wins: announce the close to all partners - Business → Discord
#pmo: full briefing — signed proposal, discovery notes, client contact, agreed scope - PMO → takes ownership of client onboarding within 24 hours
- PMO → sends client welcome email within 24 hours
- PMO → makes the warm intro to Daniel
Note
PMO doesn’t disappear after the close. Fady remains the relationship owner. Daniel owns delivery. The client should always feel Fady is reachable.
Pipeline Metrics
Track these weekly in GoHighLevel. Review every Monday:
| Metric | Target (Founding Stage) |
|---|---|
| New contacts reached out to per week | 5–10 |
| Discovery calls completed per week | 2–3 |
| Proposals sent per week | 1–2 |
| Deals closed per month | 1 (first 90 days) |
| Win rate (proposals sent → closed) | >30% |
| Pipeline value at any time | >3× monthly revenue target |
Monthly sales review (Business + PMO — 30 min):
- What moved, what’s stuck, what needs action
- Win/loss patterns — update objection handling if needed
- Referral sources — who referred, what came of it
- Next month focus: contacts, verticals, messaging adjustments