06 — Proposal Template (4 pages)
Audience: AEs writing client proposals. Use: Fill the bracketed fields. Don't add pages. Don't remove sections.
Why 4 pages: HRDs and CPOs receive 20+ proposals a quarter. The ones over 10 pages don't get read. The ones under 4 read as light. Four pages is the sweet spot.
PAGE 1 — The Ask
Header band:
Proposal for [Client Name]: [Engagement Name] Prepared by [AE Name] · [Date] · Valid until [Date + 30 days]
Opening paragraph (3 sentences, max):
Following our conversations on [dates], we're proposing a 12-week hybrid engagement for [N] [role description, e.g. "frontline managers"] across [N] cohorts. The engagement addresses [their stated trigger from discovery, in their own words]. The total investment is £[total] over [N] months, with measurable outcomes reported to your board at Week 12.
Three boxes side by side:
| Cohort | Participants | Start |
|---|---|---|
| [N] cohorts | [N] total | [Month YYYY] |
| Curriculum | Modalities | Measurement |
|---|---|---|
| [e.g. Manager Mental Health — Sprint 1] | Workshop + 1:1 coaching + async nudges | Day-30 pulse + Week 12 board report |
| Investment | Per participant | SROI guidance |
|---|---|---|
| £[total] | £[per ppt] | Modelled £3-5 returned per £1 invested |
One-line CTA:
Sign by [date] to confirm a [start month] start.
PAGE 2 — What You Get & What You Do
Two columns.
What we deliver
- Week 0 — Onboarding: Kickoff call, exec sponsor email, cohort scheduling, coach matching against [Sprint 3 §02] rubric.
- Week 2 — Workshop: [Duration]-hour facilitated workshop using [Sprint X curriculum]. Lived-experience speaker.
- Weeks 3-10 — Coaching: 4 × 45-min 1:1 sessions per participant with matched coach.
- Weeks 4-10 — Nudges: 2× weekly async nudges via [chosen channel].
- Week 4 & 8 — Dashboard walkthroughs: Live data review with your HR sponsor.
- Week 10-11 — Pulse + debrief: Day-30 pulse per participant; manager debrief session.
- Week 12 — Retro + board report: Cohort retro + 2-page board report with SROI ratio.
What we need from you
- A named HR sponsor (30 min/week average across the engagement).
- An exec sponsor for one 15-minute email at kickoff.
- A confirmed cohort list at Week -4.
- An internal comms channel for nudges (Slack/Teams/email/SMS — your call).
- 60-minute slot for the Week 11 manager debrief.
- Two 30-minute slots for W4 and W8 dashboard walkthroughs.
Below both columns, bordered note:
What we won't do: We don't share individual participant data with line managers. We don't make clinical recommendations. We don't guarantee an SROI ratio — we guarantee delivery quality, measured against the quality gates in the SoW.
PAGE 3 — How We Measure It
Subhead: Live dashboard from Week 2. Board-grade report at Week 12.
Three rows describing the dashboard tiles (reuse Sprint 5 §04 layout description):
- Engagement (live from Week 2) — workshop attendance, coaching utilisation, nudge engagement.
- Sentiment & behaviour (live from Week 6, anonymised at n≥5) — confidence delta, top behavioural changes, pulse response rate.
- Stories (curated, anonymised) — 2-3 quotes per fortnight, consent-based.
Then the SROI explanation (4 sentences):
At Week 12 we publish a single Row 1 figure: for every £1 invested, this cohort returned £X.XX. The number is calculated from your cohort's actual engagement data combined with public datasets (ONS, CIPD, HSE). The full working — every input, every public dataset version, the confidence-factor calculation — is included in the board report so your finance team can audit it. We weight the SROI down if engagement quality is poor; we do not flatter the number.
Worked example callout:
Comparable engagement: [anonymised client sector], [N] participants. Row 1 ratio: £[X.XX]. Top drivers: [driver 1], [driver 2].
PAGE 4 — Investment & Next Steps
Pricing breakdown (lift directly from §05 calculator output):
| Line | Detail | Amount |
|---|---|---|
| Base engagement fee | Account management, oversight, dashboard, board report | £18,000 |
| Per-participant fee | £900 × [N] participants | £[B] |
| Additional cohort fee | £6,000 × [N-1] additional cohorts | £[C] |
| Complexity uplift | [If any — name it] | £[D] |
| Subtotal | £[A+B+C+D] | |
| Discount | [If any — name it] | -£[E] |
| Total | £[Total] | |
| Per participant equivalent | £[per_ppt] |
Payment terms:
- 40% on SoW signature
- 40% at Week 1 (workshop delivery)
- 20% at Week 12 (board report delivery)
- Net 30 from invoice date
- VAT extra at prevailing rate
Next steps (4 bullets max):
- You confirm intent to proceed by [date].
- We send the SoW for signature ([template — §07]).
- Onboarding kicks off 4 weeks before agreed start date.
- Workshop delivered Week 2; first board report Week 12.
Footer:
Questions: [AE name], [email], [phone]. This proposal is valid for 30 days from [date]. Pricing is reviewed annually in January.
Send-out checklist (AE)
- All bracketed fields filled
- Pricing matches §05 calculator output exactly
- Any sign-off required (§04) obtained before sending
- CRM updated: proposal sent, value, expected close date
- Recap email accompanies PDF: 3-bullet summary + next-step ask + your direct calendar link
- Diary the follow-up: +3 working days
What NOT to include
- Generic case studies the buyer didn't ask about.
- Methodology appendices (link instead —
memacademy.org/method). - Logos of every other client (one comparable, anonymised, in §3 is enough).
- Discounts not on the §04 list ("first-customer discount", "end-of-quarter deal" — these signal weakness and train procurement to push harder).
- The phrase "we guarantee outcomes."