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client-proposal

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🇺🇸

Original

English
🇨🇳

Translation

Chinese

/dm:client-proposal

/dm:client-proposal

Purpose

用途

Generate a professional marketing agency proposal or pitch document for a prospective client. Covers strategic analysis, service scope, deliverables, pricing, and team positioning to win new business or formalize an existing engagement with a polished, ready-to-customize document.
为潜在客户生成专业的营销代理提案或推介文档，内容涵盖战略分析、服务范围、交付物、定价和团队定位，通过一份打磨完善、可直接自定义的文档赢得新业务，或将现有合作关系正式化。

Input Required

所需输入

The user must provide (or will be prompted for):
  • Client business name and industry: Who the proposal is for and their vertical/market segment
  • Services requested: Which marketing services are in scope (SEO, PPC, social, content, email, strategy, creative, analytics, etc.)
  • Estimated budget range: Client's stated or expected budget for marketing services (monthly or annual)
  • Timeline: Engagement duration — 3-month pilot, 6-month contract, 12-month retainer, or project-based with defined milestones
  • Key challenges/goals: What the client is trying to achieve, problems they need solved, or opportunities they want to capture
  • Competitive context: Key competitors, market pressures, or differentiation challenges the client faces
  • Decision criteria: What matters most to the client — price, expertise, speed, industry experience, team size, or technology
  • Proposal format: Full written proposal, pitch deck outline, or scope-of-work document
  • Existing relationship: New prospect, referral, existing client expansion, or RFP response
  • Internal team available: Agency team members who would staff the account (for team bio section)
用户必须提供（或系统将提示用户提供）：
  • 客户企业名称和所属行业：提案的服务对象及其垂直领域/细分市场
  • 请求的服务：纳入服务范围的营销服务类型（SEO、PPC、社交运营、内容营销、邮件营销、策略咨询、创意设计、数据分析等）
  • 预估预算范围：客户声明或预期的营销服务预算（月度或年度）
  • 时间周期：合作时长——3个月试点、6个月合同、12个月长期服务协议，或带明确里程碑的项目制合作
  • 核心挑战/目标：客户想要达成的成果、需要解决的问题或想要抓住的机会
  • 竞争环境：客户面临的主要竞争对手、市场压力或差异化挑战
  • 决策标准：客户最看重的因素——价格、专业能力、交付速度、行业经验、团队规模或技术能力
  • 提案格式：完整书面提案、Pitch Deck大纲或工作范围文档
  • 现有关系：新潜在客户、转介绍客户、现有客户业务拓展或RFP响应
  • 可用内部团队：将为该客户提供服务的代理机构团队成员（用于团队简介部分）

Process

流程

  1. Load brand context: Read 
    ~/.claude-marketing/brands/_active-brand.json
    for the active slug, then load 
    ~/.claude-marketing/brands/{slug}/profile.json
    . Apply brand voice, compliance rules for target markets (
    skills/context-engine/compliance-rules.md
    ), and industry context. The loaded brand should be the agency brand — the proposal will be written from the agency's perspective. Also check for guidelines at 
    ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json
    — if present, load restrictions and relevant category files. Check for custom templates at 
    ~/.claude-marketing/brands/{slug}/templates/
    . Check for agency SOPs at 
    ~/.claude-marketing/sops/
    . If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
  2. Research client industry benchmarks: Pull relevant industry performance data, typical marketing spend ratios, competitive landscape patterns, and common pain points for the client's vertical
  3. Define proposed scope of services: Map requested services to specific deliverables, ownership (agency vs. client), frequency, and dependencies between service lines
  4. Build deliverables matrix with timelines: Create a detailed breakdown of every deliverable, its cadence (weekly, monthly, quarterly), responsible party, and approval workflow
  5. Create KPI framework with realistic targets: Set measurable goals for each service line — baseline assumptions, 90-day targets, 6-month targets, and stretch goals tied to business outcomes
  6. Design pricing structure: Develop 2-3 pricing options — retainer-based, project-based, or performance-based models with clear scope boundaries, overage terms, and upgrade paths
  7. Include case study references: Frame placeholders for relevant case studies or past results that demonstrate capability in the client's industry, service area, or challenge type
  8. Draft executive summary: Write a compelling 1-page overview that connects the client's specific challenges to the proposed solution and expected outcomes
  9. Build team and process overview: Outline the account team structure, communication cadence (weekly calls, monthly reports, quarterly reviews), reporting rhythm, and escalation process
  10. Include terms and conditions framework: Draft standard engagement terms covering scope change process, payment terms, IP ownership, confidentiality, data handling, performance guarantees, and termination clauses
  11. Add competitive differentiation: Articulate why the agency is the right choice based on the client's stated decision criteria — without naming competitors directly
  1. 加载品牌背景：读取
    ~/.claude-marketing/brands/_active-brand.json
    获取当前激活的标识，然后加载
    ~/.claude-marketing/brands/{slug}/profile.json
    。应用品牌语气、目标市场合规规则（
    skills/context-engine/compliance-rules.md
    ）以及行业背景。加载的品牌应为代理机构品牌——提案将从代理机构的视角撰写。同时请查看
    ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json
    下的指南——如果存在，加载限制规则和相关分类文件。检查
    ~/.claude-marketing/brands/{slug}/templates/
    下是否有自定义模板。检查
    ~/.claude-marketing/sops/
    下的代理机构SOP。如果不存在品牌信息，询问："是否先设置品牌（/dm:brand-setup）？"——或使用默认设置继续。
  2. 调研客户行业基准：调取客户垂直领域相关的行业表现数据、典型营销支出比例、竞争格局模式和常见痛点。
  3. 定义拟议服务范围：将请求的服务映射到具体交付物、权责归属（代理机构vs客户）、交付频率以及各服务线之间的依赖关系。
  4. 构建带时间线的交付物矩阵：详细拆分每一项交付物、交付节奏（每周、每月、每季度）、负责方和审批流程。
  5. 创建符合实际目标的KPI框架：为每条服务线设置可衡量的目标——基线假设、90天目标、6个月目标以及与业务成果挂钩的挑战目标。
  6. 设计定价结构：制定2-3种定价方案——长期服务制、项目制或绩效导向模式，明确范围边界、超额服务条款和升级路径。
  7. 纳入案例研究参考：设置相关案例研究或过往成果的占位符，展示代理机构在客户所属行业、服务领域或同类挑战方面的能力。
  8. 起草执行摘要：撰写有吸引力的1页概述，将客户的具体挑战与拟议解决方案及预期成果关联起来。
  9. 构建团队和流程概述：列出客户服务团队架构、沟通节奏（每周通话、月度报告、季度复盘）、报告周期和升级处理流程。
  10. 纳入条款和条件框架：起草标准合作条款，涵盖范围变更流程、付款条款、知识产权归属、保密条款、数据处理、绩效保证和终止条款。
  11. 添加竞争差异化优势：根据客户声明的决策标准，说明为什么该代理机构是最佳选择——无需直接提及竞争对手名称。

Output

输出

A structured client proposal document containing:
  • Executive summary: Client challenges, proposed approach, and expected outcomes in a compelling 1-page overview
  • Situation analysis: Client's current state, competitive landscape, market opportunity, and key assumptions
  • Proposed strategy: High-level strategic approach connecting services to business goals with a clear theory of change
  • Scope of services: Detailed service descriptions with deliverables, frequency, ownership matrix, and exclusions
  • Deliverables timeline: Month-by-month or phase-by-phase deliverable schedule with milestones and review gates
  • KPI targets: Measurable success metrics per service line with baseline, target, and stretch goals
  • Pricing options: 2-3 pricing tiers or models with clear scope definitions, add-on options, and payment schedule
  • Team bios section: Account team structure with role descriptions and placeholder bios to be filled with actual team members
  • Case study framework: Structured placeholders for 2-3 relevant past engagements showing challenge, approach, and results
  • Terms outline: Standard engagement terms covering scope, payment, IP, confidentiality, data, and termination
  • Next steps: Clear action items with dates for moving from proposal to signed engagement
  • Investment justification: ROI framework showing how the proposed services connect to measurable business outcomes
  • Risk and assumptions: Key assumptions underpinning projections and risks that could affect delivery or results
结构化的客户提案文档，包含：
  • 执行摘要：1页引人入胜的概述，包含客户挑战、拟议方案和预期成果
  • 现状分析：客户当前状况、竞争格局、市场机会和核心假设
  • 拟议策略：将服务与业务目标关联的高层级战略方针，附带清晰的变革逻辑
  • 服务范围：详细的服务描述，包含交付物、交付频率、权责归属矩阵和除外责任
  • 交付物时间线：逐月或分阶段的交付计划，附带里程碑和审核节点
  • KPI目标：各服务线的可衡量成功指标，包含基线、目标值和挑战目标
  • 定价选项：2-3种定价层级或模式，附带明确的范围定义、附加服务选项和付款计划
  • 团队简介部分：客户服务团队架构，包含角色描述和待填充实际团队成员信息的简介占位符
  • 案例研究框架：2-3个相关过往合作项目的结构化占位符，展示挑战、方案和成果
  • 条款大纲：标准合作条款，涵盖服务范围、付款、知识产权、保密、数据和终止条款
  • 下一步行动：从提案阶段到正式签署合作的明确带日期行动项
  • 投资合理性说明：ROI框架，展示拟议服务如何与可衡量的业务成果挂钩
  • 风险和假设：支撑预测的核心假设，以及可能影响交付或成果的风险

Agents Used

使用的Agent

  • marketing-strategist — Strategic positioning, service scoping, KPI framework, competitive analysis, proposal narrative, industry benchmarking
  • marketing-strategist —— 负责战略定位、服务范围界定、KPI框架搭建、竞争分析、提案内容叙事、行业基准调研