It’s Sunday and, as I write this post, the social networks are still filled with buzz from the event. I am not good with recaps so what follows are general take aways or thoughts I’ve had after TEDx. If you want to read a recap and other guests’ impressions I suggest you follow the hashtag #tedxsanjuan and read the following posts:

• TEDx San Juan 2011 Speakers Review
• TEDx San Juan: We’re Not Alone
• TEDx San Juan Wows the World
• Bursting Through the Bubble (Flickr Set)

The Power of the Social Network

TEDx San Juan, as many other initiatives in Puerto Rico, had its fair share of controversy. Most of if was related to the attendance quota, the selection criteria and even, the lack of mass marketing of the event. Although I find some of the criticism valid I just want to address the cries of people that didn’t know the event was going to take place and that you had to fill out an application.

Mass media is not dead but it’s time to recognize that if you want to be in the know of trendsetting events and individuals, you have to be connected. To use my own example, I have met and interacted in person with all the members of TEDx San Juan’s organizing committee. All of them, without exception, I met through Twitter, Google Buzz or other social networks first. These are online connections that some are quick to undervalue because they don’t understand how these relationships can transcend the web.

I you haven’t already, do yourself a favor and start following the members of the organizing committee, Ramphis Castro, Marcos Polanco, Iván Ríos Mena, Héctor Ramos and José Padilla. Not only will you be informed about TEDx but also about other events such as Barcamps and Startup Weekends. Be sure to add Giovanni Collazo and Dana Montenegro to the mix.

Start at Home

I don’t know if there are different stages of what you are supposed to feel after attending an event such as TEDx. For me it was awe and inspiration, followed by a depressive realization of: “Damn, these people do so much, they are at another level. I haven’t done anything!” But you know what, without embarking on an ambitious project we can all change the world. It all starts at home.

Puerto Rico will be a better place once all of us realize that our most important project is our own home, our own family. Start by being genuinely happy and treating others with care and respect. Teach your kids to find happiness in themselves and others, not on material possessions. Teach them to be creative, to have fun, to manage their money without making it the center of their lives.

Make you home your own priority. Maybe you won’t be able to be a speaker on TED but we’ll have a better Puerto Rico.

Strong foundations

One theme I saw across some of the presenters that started ‘something’ was that they had a support network once they embarked on their journey. Fernando Lloveras and Jorge Rigau had, or still have, successful professional careers. Andrea Pérez briefly mentioned the support of her parents and Tara Rodríguez talked about how much her friends and family helped her economically, with time or bartering their services for food.

There is a romantic way of viewing entrepreneurship (By the way, can we agree that all of them are entrepreneurs?). We love stories of people that started their business without money, without any help or that lost everything before finding success. Heck, there is even a widespread behavior of undervaluing an entrepreneurs’s accomplishment if they had help from their families or receive outside capital. Crazy right?

You cannot help others if you cannot help yourself first, in the same way you won’t save a drowning victim if you cannot swim very well. Before starting something that will strive to change anyone’s live I suggest we have strong foundations and a close network of supporters.

Si se puede

During Giovanni Rodríguez talk we learned about the origins of the phrase “Si se puede”. Although, it has been used during political campaigns (look for Obama and Pedro Rosselló for examples), the phrase is the motto of the United Farm Workers founded by César Chávez. But the real significance of the phrase came during Noel Quiñones’ presentation.

Imagine you are a physical education teacher and suddenly they make you principal of a public school in the poorest town in Puerto Rico. A school with low motivation among teachers, high absenteeism, fights and one of the lowest grades on the Island’s standardized tests. How about they tell you that the school is going to close if the students don’t pass the standardized tests that are to be given in 60 days.

That’s the scenario that Hebé Pérez faced. A scenario that would make a lot of people say: “No se puede. Imposible.” Well, after motivating her students, faculty and the community in general, the 17 kids from the “Escuela Superior Urbana” in Maricao passed the tests. Now the kids are in college and Noel created the documentary “Los 17” to tell their story.

Let me switch to Spanish for a second, there is no other way to say this: “¿Coño, que no se puede? Si este grupo de muchachos pudo sobrepasar esta prueba en contra de todas las expectativas, todo se puede.”

Quick facts

Favorite Talk: It’s hard to decide but two jump out for different reasons. First, Jorge Rigau’s talk about rescuing walking paths through San Juan and the Northwest of Puerto Rico was amazing to me because I didn’t know the water channels existed and I loved the marketing ideas they have already set in place. I also enjoyed Daniel Colón’s talk on the importance of basic research because it was a new subject to me. I felt I was discovering something new as he presented his views very clearly.

Waterworks: Yes, I also shed a few tears during Noel’s introduction of “Los 17”. Interestingly, I also had watery eyes during the video presentation of Khan Academy, but for different reasons. I couldn’t believe what I was seeing, such a revolutionary way of changing the way kids learn. It was inspiring.

The People: As always with these types of events, there is great value in meeting new people or reconnecting with others. I had the opportunity to meet some attendees I only knew from Twitter and also meet other guests through the organizers’ idea of giving you the name of one person you had to talk to during the event.

Once again, I want to thank the organizers of TEDx San Juan for putting on a spectacular event that will surely change Puerto Rico’s history. When I say this I want you to take into consideration that anyone had the opportunity to request a TEDx license, anyone. Anyone could have visited TEDx website, read the requirements and requested to celebrate the event in Puerto Rico. One thing we can learn from TEDx San Juan is that everyone has the opportunity to change the world, is just that some people decide to.

That is bite size wisdom right there. It seems to me that we are being let to believe that staying “connected” to the world and to our “friends” is enriching our lives. However, it seems to me that the majority of people are witnessing the world through a small screen instead of through their own eyes. You can see it at a concert were fans are recording the event on their phones instead of watching it and feeling the music. You can see it at a playground were young parents are more focused on taking videos and pictures than on playing or enjoying their kids first-hand.

Let’s hope than in 2012 we start to get less friendly with our phones and start journeys to places we’ve never been.

What I intend to do in this post is give you sort of a tour of the proposal, its content and some of the reasons why the content is there.  At the end I provide a link to download the proposal as an editable template.

First of all, some notes:

• This proposal has about 12 pages when your ad a cover and a table of contents. That might be to long for some people and too short for others. Some companies suggest sending a one-page proposal and others send documents that are over 50 pages.
• Not all clients need the same services so adapt the content to suit your needs.
• I don’t include a company profile, portfolio or biographies of team-members as I feel that has to be covered during your meetings with customers.
• My comments are the red text

The following proposal presents the details about the design and development of Client Name corporate website.

Objectives

• Create a centralized marketing location for all the brands represented by Client Name.
• Take advantage of new marketing strategies and social media platforms to reach new customers and strengthen relationships with current ones.
• Position Client Name as the leading industry company in the region.
• Generate traffic on the website that can be converted into sales.
• Acquire new customers and strengthen relationships with current ones.
• Lower customer service and communication costs by having a centralized location with customer’s information.
• Develop a community through a specialized and social website.

Web Development Documentation and Design

If you are not familiar with many of the concepts presented here I suggest you buy the book Communicating Design: Developing Web Site Documentation for Design and Planning

“Company Name” will create a set of documents that will serve as the foundation for the development of Client Name website.

The importance and value of the following tasks is to have a well thought website that is better positioned to reach our objectives.

Definition of Personas

In an effort to better represent the key audiences of the website we will create a set of Personas for the typical users of the site.  These will be derived from the Client Name business research and based on actual customers.

Website Competitive Analysis

During this analysis we will study competitive websites and sites that cater to our target audience.  The result will be a competitive assessment to better position our product and  key findings that can serve as benchmarks for the development of the site.

Concept Model

A user-centered concept model will be created showing the different actions and/or purposes our target audience might try to accomplish while visiting the site.  This will be specially important in defining the interactions of the Personas with the website.

Site Map / BluePrint

We will develop a graphical site map of Client Name’s website to portray the major sections, content and features. The blueprints will assist in showing the relationship between pages and major content, and will help with the overall organization of the website.

Wireframes and Website Design

As a first step in determining the design and visual interaction of the content, we will develop a set of wireframes for the principal sections of the site.  Special attention will be given to the navigation systems of the site, both for the content sections and the galleries.  Using the deliverables described above we will create the website design.  This will be the creative representation of the site’s concept.

Design & Development

The design of the site will be unique and exclusive for Client Name.  We won’t use any pre-designed or pre-purchased templates.  The design will represent the company’s identity, with relevance to the target market.

Non-Flash animations will be used to offer dynamism to the design and make it visually rich without interfering with its usability. The site will be built using XHTML, CSS and, where applicable, JavaScript, following all web and accessibility standards. Following the XHTML/CSS mark-up, we will integrate the marked-up design into a CMS-driven site.

Through the design we will strive to:

• Maintain high levels of functionality and usability.
• Achieve search engine friendliness and visibility.

Design Features

We will give priority to the following design features:

Web Design Conventions

This refers to the clear expectations users have while navigating a website. Some of the examples are:

• Underlined hyperlinks
• Beveled or clearly defined buttons
• Intuitive navigational systems and naming conventions
• Location of menu
• Copy as instructions

User segments

Present information grouped by users preferences. For example, we can target users in the following criteria:

• Wholesalers
• Retailers
• Importers
• General Public / Consumers

Product Comparisons

One of the most effective ways to use the Internet as a sales tool is to provide product comparisons. We can use that strategy to provide the main characteristics of each brand so that users can clearly compare their benefits.

Website Structure and Content

Although the final content and requirements for the website are yet to be determined, we will use the current structure and content to serve as the basis for this preliminary proposal. Notice that the previous phase and the documentation created will bring insights that will assist in finishing the site’s content.

• Home Page
• About the Company
  • Our Team
• Services
  • B2B Services
  • B2C Services
• Customer Support
• Company News
• Contact Us
  • Contact Form
• Employment Opportunities

Additional Services

In addition to the design and development services offered by “Company Name” we propose the performance of the following actions:

Web Optimizer

As part of the updates process we will create various layouts for the homepage and other important sections of the site and use web optimization tools to measure the effectiveness of each.  After analyzing statistical reports we will establish which of the designs is more effective in order to use it as the standard.

Statistical Reports (Analytics)

A monthly statistical report will be developed using the software provided by Google Analytics.  A report interpretation and recommendations will be included.  Among the stats to measure are:

• Amount of visits
• Visitor profiles (technical and geographic)
• Page-views
• Most popular content
• Time spent on the site
• Funnel Analysis
• Goal Conversion measurement
• Custom Reports

Search Engine Optimization (SEO)

The website will be optimized using key text, “meta tags” and validated standard-compliant code to increase its search engine positioning. Additionally to increase visits we will work on expanding the quantity of inbound links to the site.

Marketing Automation & Email Marketing

We will integrate the site with email marketing and automation tools that will allow us to:

• Use call to actions to drive behavior
• Provide visitors with downloadable content
• Gather visitors’ information (Lead Generation)
• Automate follow up email messages to visitors with information about Client Name.

Social Media Integration

As part of the development and maintenance service we will be implementing solutions to integrate Client Name’s marketing efforts with social media sites.

Copy Writing

As part of the development work we will review all the content included on the site and edit it to make it more attractive to customers and search engines.

Development Process

As you start working with bigger and more sophisticated clients you will see they start to pay more attention to your processes. It’s not enough to sell your services, you have to start selling your process and the steps you take to ensure that the final project will be delivered on time.

Sometimes I mention our project managent process or the software we use, such as Basecamp.

Following is a diagram representing the development process that “Company Name” will perform along with Client Name.

[Insert a diagram that depicts your development process]

A development cycle of 8 to 10 weeks can be achieved with quick responses and fast communication with all stakeholders involved in the project. Due to the complexity of the development and required interaction with Client Name and its agencies we expect a development process with high level of interaction, subject to the final content and functionality included on the site.

Updates & Optimization (Monthly Fee)

You should lose a client just because the website or application is launched, that’s just the start. To keep your cash-flow positive and have recurring income sell your updating and maintenance services.  You will see that many clients appreciate this services as many web designers and developers just disappear after finishing a site.

A schedule of periodical updates will be determined with the client to keep the website with fresh content at all times.

Updates service

The updates service will include:

• Changes to Text and Info (For example, adding news and press releases)
• Updates to Images
• Creation of new pages using the existing templates of the site

Maintenance

As part of the monthly maintenance we will perform the following services:

• A/B Testings: Test multiple content options to determine which is more effective.
• Statistical Reviews: Reviewing the stats and presenting interpretations and recommendations that will assist in updating the content and/or the marketing strategies.
• Inbound Marketing: In order to receive more visits and leads we will be performing tasks to achieve:
  • More visits
  • Generate leads
  • Automate marketing emails to visitors
• Consulting: “Company Name” will advice Client Name on trends and strategies related to internet marketing and online advertising.

Benefits

The benefits of performing constant updates to a website are:

• Lead Generation: By conducting A/B tests and measuring different content (images, banners, headlines, layouts) we can determine which are more effective and generate more clicks, links and customer requests.
• Better Search Engine Positioning: Sites that are updated frequently have better search engine-positioning overall as the ‘search engines’ consider fresh content as an important factor.
• Return Visits: Visitors return to sites that publish fresh content, as they want to read what’s new with the company.
• Inbound Links: Fresh content generates inbound links, which is considered the most important factor for search engine positioning.

Web Hosting

Now a days I don’t provide a long description of the web hosting services since it tended to confuse clients with technical terms. If your client has an IT department you should expand more on the service and the specifics of the hosting platform.

“Company Name” will provide web hosting services using state-of-the-art servers with redundancy and 99.9% uptimes.

Team

I see the Team section as optional and usually remove it when presenting to smaller clients. Evaluate what works for you, but again, if your client is a larger company try to make them confortable by selling the expertise of your team.

The following personnel will be working directly during the development of the site.

• Team Member 1
• Team Member 2

Software & Tools

This is another section I leave if the client is larger and has specific requirements. I have had to include a detailed list of software used in contracts so sometimes I just include the list on the proposal.

A note to developers: Try to include details on the platform and coding language you use.

The following tools and/or software will be used throughout the development of the site:

• Graphic Software: Adobe Photoshop & Fireworks
• Content Management System: WordPress or Expression Engine
• Rich Media: Adobe Flash
• Web Development: Adobe Dreamweaver
• Website Statistics: Google Analytics
• FTP Communications: Secure FTP Via Transmit

Fees and Billing

Recently I started using this format in which I don’t give a lot of details of the services and a breakdown of fees. I noticed that clients ask more questions and you have to defend every little detail of your fee if the breakdown of costs is just too detailed. Why do you charge so much for the home page? Aren’t all pages the same? Can the code be cheaper? Customers see a list and they start removing items to make the proposal cheaper.

Following is the estimated fees based on the information presented in this document.

• Web Design & Development $—-,–
  • Design, Copy, Programming, Debugging,
  • Usability, Defensive Design
• Maintenance & Updates $$—-,– / mo.
  • Includes meetings, statistical reviews, optimization and consulting

Terms

The cost of outside, third-party vendors, such as illustrators or stock photography are to be determined and not included in the above budget. These will be agreed upon with the client before any purchases are made.

On acceptance and signing of a provided contract, “Company Name” will invoice the client for 25% of the total due as a non-refundable deposit. An additional payment of 25% of the total is due once “Company Name” presents a demo of the site. The remaining balance will be invoiced one-month after the launching of the site.

Click on the link to download the Free Web Design Proposal Template

In my opinion a project only has value and is worth the time and effort when:

1. It offers a distraction from the daily grind and therefore has an emotional payoff.
2. It allows you to hone or learn news skills. (BTW, you can practice while also starting a business.)
3. It benefits the community or a non-for-profit organization, brings awareness to a cause, etc.

If you have other criteria please let me know.

At first I didn’t know how to react. Do I tell him? Should I defend the design? At last I decided to continue the conversation without letting him know we had designed the site he just destroyed. I felt it would’ve been more awkward for him than for me.  The funny thing is I didn’t get mad for two reasons:

• A few years ago I learned to let go of your designs. I sounds hippie and new age but I believe once you show a design it no longer belongs to you and any criticism is directed to the design and not to you.
• More importantly, the guy was totally right! The design is ordinary, unremarkable and looks more as a pre-made template than a custom-made website.

I don’t know if I made the right decision by not telling the prospect but I am very sure of something, next time I’ll make sure that every project we deliver is work one can be proud of.

On a side note: I wasn’t directly involved with the criticized project and my first defensive instinct was to say that but I didn’t. That is an excuse and, involved or not, any project launched should be held up to the highest standards.

In business terms, the worst part of this ordeal is that the agency probably received more than $150,000 from the client during the duration of the contract and lost thousands of dollars in future work and any referrals.  As a general business rule it’s said that it costs five times more to get a new client than to keep existing ones, with that numbers it makes no sense to treat a profitable customer badly.

When you are on the opposite side of the equation, pitching to a customer that is having a bad experience with their current provider, an opportunity presents itself to customize your message and with the account.  If you are faced with these situation make sure to:

• Listen to the client’s problems but don’t badmouth or put down the current provider.
• Show testimonials or put the prospect in contact with your current satisfied customers.
• Offer them a monthly service with a recurring fee.  A monthly fee assures the client that you won’t go away when they need you and gives you a valuable recurring income.
• Educate, assist and comfort the client during the transition process from the current provider to you.
• Don’t be a dick.

The meeting started with both of them doing some small talk were my name was mentioned just once. Then my client proceeded to introduce me by mentioning some of my clients and previous work. Immediately he was interrupted by the businessman with these words: “You don’t need to introduce Ed, I know him and I know what he has done. He doesn’t need an introduction.”  I played it cool but my jaw almost dropped.  I was pretty sure he didn’t knew me and much less was familiar with my work but I felt like a Superstar just by hearing those words.

In a meeting in which I was playing the salesman, the prospect taught me a lesson. Make your clients feel like Superstars.

1. Getting an important request to meet or pitch the company
2. Receiving good feedback after an original presentation
3. Having the proposal approved
4. Receiving the deposit payment
5. When the deposit payment actually clears in the bank
6. Completing the project with all stakeholders satisfied
7. Receiving the balance payment
8. Having that final payment clear in the bank
9. Reviewing the financials to see how profitable the project was

I am not advocating that you don’t celebrate after a completed sale, especially if you are a salesperson that gets paid when the sale is done.  However, if you are a freelancer or business owner it is more important to focus on the long run, the payments and the overall client satisfaction.