# Proposal / SOW recipe

**Read first:** `brand/verbal/voice-and-tone.md` (Proposal: precise, calm, senior), `brand/verbal/positioning.md`, `brand/facts.md` (internal pricing ranges).
**Format:** the deck grid (`templates/deck/deck.html`) for presented proposals, or the sheet theme for documents.

## Structure

This follows Meddle's sales process: Intro Call → Discovery Workshop → **Formal Proposal** → Contract & Deposit.

1. **Cover:** `[Client] × Meddle` or the engagement name, huge, on ink. Meta: `PROPOSAL: / MEDDLE, LLC`.
2. **1.0 The *Challenge*:** their problem in *their* words, from discovery. Use their language back to them ("You need to grow deposits among members under 40").
3. **2.0 Our *Approach*:** the strategic idea and how we'll get there. One insight, stated plainly.
4. **3.0 Scope *& Deliverables*:** four columns grouped by phase (Strategy & Foundation · Creative & Design · Digital · Implementation & Support). Use arrow lists. Be exhaustive about what's included, and state what's *not*.
5. **4.0 Timeline:** phases in weeks. Be realistic; "fast, never rushed."
6. **5.0 *Investment*:** one clear price or clear options. Fixed fees, the payment schedule, what triggers change orders. No "starting at" hedging inside a proposal.
7. **6.0 Why *Meddle*:** the three differentiators and 1–2 relevant proof points from `positioning.md`.
8. **Next steps:** sign, deposit, kickoff date. Contact block. Sign-off: *Fortune favors the daring.*

## Rules

- **Show your cards.** Put the price on its own slide, stated plainly. Transparency is a differentiator.
- The client should see senior involvement explicitly: "You work directly with Matt from kickoff to launch."
- Use the exact offer names from `concepts.md` (Project-Based, Brand Sprints, Web Design Sprint, Fractional Leadership).
- Write money in full in formal documents (`$48,000`), and use `$48K` in slides and headlines.
- No boilerplate filler. If a section doesn't apply to this client, cut it.