95 Nutrition

Project Proposal

1.0 Project Overview

This proposal will cover two phases: “Phase 1” is the website build portion of the project and “Phase 2” is the implementation of our additional SEO services in order to get the redesign live as soon as possible with an aggressive search strategy to start ranking.

2.0 Project Deliverables

Below outlines deliverables for this project.

Project Discovery

Our Project Discovery process is integral to developing a website that is both on time and exceeds expectations for both the client and our team. At this point, we have already completed a majority of this deliverable, but the details of our process are outlined below.

Steps in this process include:

  • Initial client meeting to determine technical scope, visual desires, company mission, and the full walkthrough of services client offers.
  • Detailed breakdown of each project deliverable included in the website in a clearly defined technical scope.
  • Buildout of Sitemap to establish what content will be on the website, and what page it will be included on.
  • Establish a Project Schedule with concrete deadlines for multiple phases of the project.

Creative Design

A website is nothing without it’s design. At Range, we handle the creative portion of design a bit differently. Typical agencies will execute the design research phase and then produce visual-only mockups in PDF form, essentially showing you one big image that you approve before moving into development.

While in some projects this does make sense, in the majority of our projects this lengthy step is costly to both the client and ourselves, and isn’t necessary because of how we develop sites.

Our Creative Process stays completely within the realm of research and planning. We work with you to identify the most important information you want the design to convey, and from that formulate a quick sketch that outlines how we can structure that information.

From there, we research other beautiful sites on the web and come up with our own unique layout groups that we’ll apply to the development. We’re still in the planning phase here – the design comes to life during our actual development project.

Because of this process, the first “design” preview you see will actually be a developed website, allowing you to preview it on all of your devices as well as get a first look at the interactivity/features of the site.

Development Environment Setup

Range will develop your site in a closed environment on a completely different server from where your live website will be. This process is complex and takes time to set up, but is critical for the future safety of your website. Once your website goes live on the internet, we still host your development environment. This serves a couple functions:

  • Acts as an additional backup layer in the event of something happening to the live site.
  • Remains a preview for future changes to your site.  If you require a big design change, new page design, or new functionality, we can safely test and preview everything on your development website before moving it to production.  This ensures that your live website will never “break” due to meddling around with the code when building something new.

Core Development

Core Development is generally the largest deliverable in the project, notwithstanding any additional complex custom applications or functionality. During this phase of the development we will:

  • Install and set up the Content Management System (CMS) used for the website – in this case WordPress.
  • Install and set up a suite of plugins and performance-enhancers for the website.
  • Design and develop site-wide features of the website, like navigation, footer, and sidebar.
  • Design and develop the homepage.
  • Design and develop the content-focused interior pages (such as About Us, Contact Us, Blog, Services Provided, etc.)
  • Set up usernames/logins.

E-Commerce Standard

We will utilize WooCommerce as the E-Commerce platform to sell products. WooCommerce has built-in functionality for managing Products, Orders, and Customers. Using WC as the platform, we will custom design page templates to display relevant pages.

E-Commerce Functionality Included

Below is a list of core functionality included for this build. Any modules requested outside of this functionality will have to be added to this proposal (out outside of it) and priced separately.

  • Core product management for simple and variable products. Product photos, price (or prices with variations like colors/sizes), description, SKUs, stock management, shipping information/dimensions, product category, product tags, and related products.
  • High-level shop management: company address, tax rules, shipping rules, currency, and e-mail delivery settings.
  • Order management & reporting: the ability to process, cancel, and view a list of orders/customers. Top level reporting to see revenue and customer growth for any date interval.
  • Ability to add coupon codes and discounts.
  • Customer reviews on products.
  • Customer management: customers can check out as a guest, or create an account where they have a dashboard to view their order history and order products again.
  • Payment processing: check payments and Paypal are included as defaults. We will integrate an external payment gateway if that gateway is either Stripe, Square, or an Authorize.net gateway. If the payment gateway is outside of that scope, we will need to see if a compatible plugin exists. If no compatible plugin exists and we need to program the gateway in custom, there will be an additional charge depending on the complexity.
  • Order Emails: the store administrator is emailed when every new order comes in, and customers are emailed a receipt of their order.

Customer-Facing Website Design

The following pages and features will be designed with a custom theme and connect to the E-Commerce back-end. Any pages or features outside of this list will need to be priced separately, or added to this proposal as an amendment.

  • Shop Page: the main store view that displays all products by default. Customers will have the ability to sort products by Popularity, Average Rating, Newest, and Price. Additional filters will allow customers to sort by Price Range, Product Category, Sale Items, and a general Search Bar. Products will be displayed with Name, Featured Image, Price, and Rating.
  • Single Product Page: viewing individual products. Features view-able will be Name, Product Images (single or gallery of images), Short Description, Full Description, Price, Variations (size, color, custom variations), Category, Add to Cart (with quantity select), and Related Products.
  • Cart: view items in the shopping cart, add or remove items, change quantity, apply coupon codes, and view subtotal/total.
  • Checkout: customers add Shipping and Billing Address, Order Review with product/pricing information, enter Credit Card or payment information, and click Purchase.
  • Order Confirmation: customers are thanked for their purchase and receive a review of their order and order number in the event of an issue.
  • Cart Icon: there will be a shopping cart icon in the navigation bar that allows customers to easily access their cart and checkout.

Receiving Product Information

The pricing in this proposal assumes that Range will be delivered all product content in a timely and organized fashion (we recommend a spreadsheet). While all of this information isn’t required (only a Product Name and Price are technically required), more information results in a better shop experience. Product information includes:

  • Product name
  • Product short description (1-2 sentence “elevator pitch” of the product)
  • Product long description (full details)
  • SKU
  • Manage stock manually? If so, need to know how much of each product is available, and if you offer backorder.
  • Shipping information (weight, dimensions)
  • “You may also like” related products, we recommend choosing 3
  • Product category(s)
  • Product attributes (for clothes these are things like S/M/L sizes, different colors, etc)
  • Product variations (when you have products with different attributes, sometimes they may have different prices, stock quantity, etc. in your case it may be a product may come in different oil sizes and each size has a different price)

Meal Plan Functionality

On top of the core development and e-commerce, there is functionality specific to 95 Nutrition in regards to the nature of e-commerce and products being sold. The following extra functionality will be built out on the website:

  • Meals have a male and female version, with different quantity-based pricing.
  • Options to have in-store pickup, local delivery, or national shipping. Choosing in-store pickup allows you to pick a date and time to pick up meals.
  • Customers will be emailed the day of their pickup reminding them to come in.
  • Customers will be charged a “Location Surcharge” if they are shipping nationally. To actually change product prices on the fly with GeoIP would be a major project and would require an additional scope. The easiest way to accomplish charging more based on location is to add a fee in the checkout process.

First Time Viewer Path

People visiting 95 Nutrition for the first time will be prompted with a unique experience when hitting the site. It will guide them through a path of choosing why they’re at 95 Nutrition, and then based on that allow them to select their favorite breakfast, lunch, and dinner options to build a meal plan for themselves.

Data will be tracked along the way to give insight as to why people are interested in the product, and where they are dropping off in the sales process.

Website Launch (Deployment)

When your website is ready to go live on the internet, we run through a detailed checklist to ensure the launch is safe and without interruption. Things on our checklist include:

  • Taking a final backup of the development website.
  • Setting up the production environment server (similar to setting up the development environment).
  • Transferring files from development to production.
  • Testing the website on production locally (making sure the site will load perfectly once the domain name is live on our servers).
  • Handling the technical process of pointing the domain name to our servers.
  • Running post-launch steps to performance plugins.
  • Installing SSL on the live website (https://yoursite.com vs. http://yoursite.com).
  • Testing all features of the live website, and testing contact form delivery.

SEO Framing

It’s extremely important that your website is SEO-friendly to Google. Not only should your site avoid being penalized for certain factors, but it should also be designed to excel in the areas Google is looking for when deciding how to rank your website. This has a major impact on the traffic you receive and will impact your businesses’ bottom line.

After the initial SEO construct, we highly recommend considering our ongoing SEO expertise and packages outlined on our ‘Additional Services’ part of the proposal. Range Marketing implements the following features to make sure your site looks great to Google from Day 1:

  • Optimize the title and meta tags for all prominent pages of the website.
  • 301 redirect any links from the old site to their corresponding page on the new site.
  • Submit your new site to Google for indexing.

3.0 Project Budget

The budget is derived directly from the list of deliverable's included within this proposal "Scope". The overarching goal is to create a Custom E-Commerce Website paired with our proprietary on and off-site SEO packages that will be utilized to generate local organic search results. The budget is derived directly from the list of deliverable's included within this proposal "Scope".

Description Cost
Website Core Design & Development $10,500
E-Commerce Standard $10,000
Meal Plan Functionality $15,000
First Time Viewer Experience $6,500
Total Project Budget
$42,000

4.0 Project Schedule

The project schedule is a list of soft deadlines for the project; they are milestones we strive to achieve. Website development is a dynamic process and it's commonplace for new ideas to arise, communication to occur, or Scope to be slightly tweaked. While it's rare for us to miss targets, the schedule below is not held to any bounds concerning the budget or Agreement.

We schedule our projects conservatively, and it's also common for us to come out ahead of the milestones below.

Deliverable Date
Project Kickoff Date October 1, 2019
Website Launch Goal December 30, 2019

5.0 Search Engine Optimization (SEO)

SEO + Boost

In the same alignment as our other clients in this space, we know that SEO is not a one-size-fits-all scenario, and so each campaign needs to be handled with custom diligence. We know that this is a competitive industry and so we will need to be nimble in our SEO efforts. Range Marketing has designed both on-site and off-site (Boost product) to sufficiently preform Search tactics, that actually drives results.

The examples below are meant to give an idea as to what we could potentially fulfill under different levels of SEO + Boost. With that being said, National campaigns are typically more costly than Local Search campaigns, and have a longer timeline to produce results. Our monthly SEO can range anywhere from $500 – $15,000 / month depending on how extensive a campaign is and how many man hours need to be put behind the effort.

We recommend starting at the lower end of our product recommendations and adding on over time as our results and rankings begin to peak. Subsequently, we would like to take a look at any Google Analytics Data, or PPC data that is currently available (if at all) to appropriately resize budgeting for Ad spend so that we can reduce costs, and increase lead value organically. Realistically we recommend that an SEO campaign should anticipate a 12-month test trial. However, Range Marketing will work every day, on a month-to-month payment basis, to show that we can and will provide the work to deserve your ongoing business.

Our Suggestion(s):

Proposed Wholesale/Multiple Locations Option 

Multiple Geographies within designated markets  

SEO Gold + Level 5 Boost $3,160 / month 

  • Search engine optimization for each retail location
  • Work is performed by a dedicated SEO Strategist
  • Range Proprietary Software Install (hosting required & included)
  • Includes setup of Google, Yahoo, and Bing Local Listings
  • Includes up to 3 hours per month of website maintenance/updates
  • Includes weekly interactive reporting
  • Social media is not included
  • Additional dedicated man hours to push SEO results on a monthly basis
  • 125 backlinks per month

    6.0 Additional Services

    PPC – Pay Per Click 

    It’s recommended that in addition to building a website and utilizing our SEO strategy, we explore the option of Google Ads (PPC) to help the campaign in the early stages. Google Ads will allow us to target specific areas/regions that are identified as potential areas for high conversions. Unlike with your SEO campaign, Google will allow us to target areas as specific as the zip code!

    Google Ads is typically recommended by our team as an add-on to maximize your potential return from your online marketing. We manage PPC spends of anywhere from $1,500 – $150,000+/month.

    Management Fee: 20%

    Paid Ad Spend: Social Media Branding

    Estimated Budget

    Ad Spend: TBD

    Phase 1: On-boarding


    For client on-boarding, our team will go through a research process of your brand, industry, competitors, and current marketing and sales tactics. We will also provide a brief overview of our strategy for the ad campaigns.

    • Social media audit & page set-up
    • Strategic Brief

    Paid Media Management
    After completing our onboarding phase, our team will move into the creation and execution of your paid advertising campaigns. Not only will we select the ad platforms that best fit your brand, but we will also develop a full-funnel campaign that will drive results for your intended goals. Upon launching your initial ad campaigns we will begin testing a variety of audiences, copy, and creative to find the most effective ads. This will be followed up with monthly reporting and strategy calls to assess progress and continuously improve campaigns.

    • Suggested Platforms: 
      • Instagram
      • Facebook
      • Potential: SnapChat, Pinterest
    • Custom strategy for ad structure and budget allocation
    • Custom Ad creative and copywriting
    • Event/URL tracking 
    • A/B Testing 
    • If Possible, Build custom audiences (LAL, Retargeting, Custom Conversions)
    • Variation of ad campaign types for full sales funnel coverage
      • Top of Funnel: Brand Awareness, Engagement, Web Traffic, Video Views 
      • Middle of Funnel: Retargeting, Web Traffic, Lead Generation (Lead ads, Email, SMS, Messenger Automation)
      • Bottom of Funnel: Retargeting and Conversions
    • Monthly reporting dashboard
    • Monthly optimization and strategy meetings

    On-boarding & Ad Management: $500/mo*

    *25% of ad spend and $500/mo min.