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Guide to e-commerce - Assessing the proposals

Assessing the proposals

Having compiled your pitch list and sent out a number of invitations to tender, you should hopefully find yourself with the same number of proposals in front of you. So how do you choose between them?

Apart from the usual benchmarks of cost, first impressions and pure instinct, there are a variety of points you may like to think about when assessing a proposal.

Do they understand your requirements?

Having gone to the trouble of defining your requirements and writing such a good brief (it was a good one, wasn't it?) make sure you're happy that they've understood it! Make sure what they are suggesting meets your requirements and that nothing has been missed out. If something is missing, expect to see an explanation of why.

Do they understand your business?

Whether or not you've asked for visuals, the proposal should make it clear that they have understood your business and its brand values, as well as your commercial objectives. If it does not, you should look for a discussion of what further information they need.

Do they understand marketing?

There's no point having a web site if no one knows about it. Marketing on-line isn't just about registering your site with on-line search engines or placing banner ads on other sites. Your marketing objectives will influence the whole content, design and functionality of the site. If you want to attract a lot of visitors, you'll need a promotional strategy encompassing on-line and 'traditional' media. You'll therefore want to be satisfied that a potential supplier really understands marketing and how to sell your brand.

You may have already defined a marketing plan in the process of writing the brief. If not, though, you should expect the proposal to contain some ideas and suggestions, or some reference to how the supplier would work with you to define the marketing objectives and strategy for the site. Do they understand your audience and how to reach it? Can they communicate your messages to the right people?

Do they understand e-commerce?

If you've asked for an e-commerce solution, you need to be sure that your supplier really understands the issues related to selling on-line. There are many ways to implement an e-commerce site, from an off-the-shelf software package through to a bespoke database solution. The proposal should indicate which software they would use, or why they think a bespoke solution is preferable.

You should also expect to see some reference to payment methods and security issues. At its simplest, an e-commerce site can contain just a simple form for submitting credit-card details, with the validation and fulfilment being handled manually, just like a small shop in the real world. At the other end of the scale, you can have automatic credit card checking, currency conversion and, depending on the type of product you are selling, completely automated fulfilment.

You are also likely to attract more customers if your site is 'secure'. This primarily means ensuring that submitted credit card details cannot be intercepted by someone else. This is normally done using a 'secure socket layer'. It is also good practise to reassure your visitors that you are indeed who you claim to be. For this you'll need a 'digital certificate'. Expect to see some discussion of these terms in the proposal.

Do you understand their approach?

You don't need to understand all of the technical details of how they intend to implement your site. However, it should be quite clear how they expect to work with you and what approach they will take to concept development, design and production. Beware of too much unexplained jargon!

Can they deliver what you have asked for within budget?
If they can't, expect to see some explanation of why not - they may have very good reasons for going over budget. Alternatively, have they made it clear what you can have within budget, and then provided the rest as extra-cost options?

If they are within budget, make sure nothing has been missed out. In particular, design should account for a fairly large chunk of the schedule and budget. Remember that this includes structure, navigation, interface and technical design as well as the overall look. This is often the first thing to be pared down when budgets are tight, yet it's as important as any other aspect of the project. If their schedule allows one day for design and three weeks for implementation, something is wrong!

Do they provide all the services you need?

Some agencies will provide everything while others will outsource key areas or work with strategic partners. There is nothing wrong with these approaches. Indeed, it can be a good way of getting the best results at reasonable cost. However, the proposal should make it clear who is doing what. Make sure they haven't glossed over anything. If they can't do something, they're unlikely to say so. They'll wait until they've got your business and then worry about it.

Any web company should be able to register your site with the major search engines, though you may wish to engage a third party for a more advanced promotional campaign or strategy.

If you are asking your supplier to undertake ongoing maintenance as well, they should be able to provide you with monthly usage statistics and reports, though there may be a charge for this. Bear in mind that these statistics come from the web server, so if your supplier is not also hosting the site, you may wish to ask your hosting provider for this service. Most providers will offer some degree of statistical reporting for free.

How good is their writing style?

This is important if you are asking them to prepare copy for you. Although writing for the web is very different from writing a proposal, and different people may work on each, you should be concerned if the writing in the proposal is poor. They should also be able to provide examples of web content they have produced.

What questions do they ask you?

Any good web company will want to know certain things from you. The brief may cover some of these but, if not, you should expect your supplier to ask pertinent questions in order to develop:

A technical specification - this document details exactly what the site will do, how it will work, minimum software requirements and so on. You will be asked to sign this off before work proceeds.

A detailed schedule - this should show key development and sign-off stages as well as both parties' responsibilities, deadlines for provision of assets, approvals and so on. Again, you should expect to be asked to sign this off.

It is as much in the supplier's interest as it is in yours to have these documents. If their proposal makes no reference to them, it may suggest a lack of project management skills.

What do they offer you beyond the brief?

A good web company that really understands the medium and your requirements may well have suggestions for additional services that they can offer you. Rather than being a blatant attempt to get extra business from you, this often provides a good way for you to assess their understanding, approach and capabilities.

For example, they may offer an on-line identity manual, a strategy guide, a maintenance handbook or training workshops. Of course, you should expect the proposal to contain detailed justification for any such suggestions!

Are they excited?

Do you get the impression that this is a project they really want to work on, or is it just another account? This is particularly important if you are looking for strong creativity or innovation. New media is an exciting industry - you should be worried if they sound jaded!

Do they make you feel confident?

This is especially important if you have asked them to advise you on your strategy. Have they answered your questions? Have they stated how they will work with you to define a strategy? Are you convinced that they know what they're doing?

The web is about communication. If they can't communicate effectively with you, how will they do so with your audience?

Part 1: Guide to e-commerce
Part 2: Writing the brief
Part 3: Choosing a supplier
Part 4: Assessing the proposals
Part 5: Finding the right host
Part 6: Choosing a domain name
Part 7: Promoting your website