Prepared for Calder Outfitters
Calder's store was built in 2021 around a catalogue of forty products. It now carries just over three hundred, and the navigation, search, and product template all show the strain; the team edits the site through a developer because the CMS never kept pace.
The brief is a store that lets customers find things and lets your team run it: clearer discovery, product pages that answer sizing questions before support has to, and a fast experience on the phones where 71 percent of your sessions happen.
| Phase | Weeks | Dates |
|---|---|---|
| Discovery & architecture | 1 to 3 | 23 November to 11 December |
| Design | 4 to 8 | 14 December to 15 January |
| Build, migration & launch | 9 to 14 | 18 January to 12 March |
Design carries on through your Christmas trading freeze, with both revision rounds in January. The build includes two weeks of contingency for the catalogue migration, so the site launches in the second week of March.
| Item | Fee |
|---|---|
| Phase 01 · Discovery & architecture | £4,800 |
| Phase 02 · Design | £9,600 |
| Phase 03 · Build, migration & launch | £12,400 |
| Total, excluding VAT | £26,800 |
Invoiced 40 percent on signature, 30 percent on design approval, 30 percent at launch. Photography and copywriting are excluded; we would be glad to scope either.
Reply by 30 October and we hold the November start. Questions are welcome before then; a thirty-minute call usually settles most of them.
This is a fictional example document. Fern Studio, Calder Outfitters, and every figure above are invented; any resemblance to a real company is coincidental.