Project Proposal

Prepared for Max Duckworth

👋🏻 Hey Max!

thanks for your consideration to work with me!

You can consider your website to be the "storefront" for your business online, and doing the work to make your website reflect your brand and your business can be daunting sometimes.

​Regardless if you love or loathe technology, you're already making an effort to improve your efforts, so go you!!

​I'm so grateful that you're considering having me along for the ride to guide you and cheer you on along the way.

The goal of this proposal is to make sure our values align and that you’ll be satisfied with the work we’ve done together.

Max's Challenges

Based on our call together, you'd like to level up your business game by:

• Bringing all of your art and content under one SEO-friendly roof

• Making the shopping experience easy for your customers

• (Without discounting)

• Showing off your portfolio and making it easy for people to book you for a session or contact you

Ready to level up in your business?

I like to think of projects with clients are more like an adventure.

On this adventure, we tap into your expertise as a business owner, creative spirit, and empathetic human being. I'll serve as your "helpfun"* guide through all the tech, best practices, and industry stuff, not only setting things up for you, but teaching you how to use the tech in the method you learn best.

My goal for you:
is to feel confident and excited to send people to your website, and to give you the tools and tutorials for you to be able to adjust your content or your strategy down the road.

*Fun Fact:

a client sent me a review after working together, describing me as "helpfun." It was initially a typo, but the client opted to keep it in because they felt it described their experience when working with me.

Adventure Awaits!

aka what to expect when working with me

Ecommerce Arcade was founded to not only level-up the experiences of business owners like you, but also to utilize my own decade-long experience as a creative product-based business owner. That's why I tend to work differently than other agencies or freelancers. Here's what you can expect when working together with me:


I'm a huge believer in creating safe and supportive spaces for learning and collaboration.

You're a creative person, too, and I want to make sure we are honoring your creativity in a way that works beautifully with industry standards.

However, if there are things that I don't recommend based on best practices, I'll be sure to not only tell you the what, but also the why.


I love teaching folks that they are capable of harnessing the very tech that may have frustrated them in the past.

When working together, please know there is no such thing as a stupid question, and there is no shame in asking the same question multiple times.

Everyone learns differently, and you'll receive tutorials that cater to your own style of learning (i.e., video, written, captions on video, etc.).


AKA getting stuff done! Doing the work! Rolling up our sleeves--you name it.

Many clients I work with are capable of getting their website set up and launched, but they are already carrying a lot in their businesses.

You already know how important a website is for your business, and I'm happy to lighten your load and get this project across the finish line with you.

Max, Here's How We'll Roll

While we'll be working together to build and launch your project, here's what you need to know about the experience:


You'll be invited to your own private Project Hub in Taskade, and you'll receive content requests and preferences forms via Content Snare- and you'll be provided tutorials walking you through getting set up and how to use each tool. 


You'll be providing all the content, assets, information, and preferences for your project, and you'll have tutorials guiding you along the way in your Taskade project. 

If you have a question or get stuck or need clarity, you'll be able to message me one on one through Taskade. You'll receive a quicker response than email!

I'll be checking in with you periodically to help support you while you complete the assignments in your Taskade project. 


Your project completion timeline will be dependent on how quickly and thoroughly you complete the required assignments in your project. 

Typically it takes clients anywhere from 2 weeks to a month to complete their assigments, so be sure to schedule time for yourself to work on this. You'll have tutorials and guidance the entire way through your assignments, and if you get stuck or have questions, you'll be able to message me through Taskade for quick answers. 

Once your assignments are done, I'll roll up my sleeves and get to work. You'll even be able to set a response cadence that will work with your current bandwidth- this can affect your eventual launch date, but I like to give clients the option to go quicker or slower so they can ensure they've got enough time to not only respond to updates from me, but also so, you know, they can live their lives and run their businesses.

The majority of projects that end up delayed or paused are waiting on content or information from clients. This is why I request content and preferences are submitted first- once I have all the information I need, I can complete your project so much quicker! 

If you're worried you might not have a moment to adjust any information before launch, fret not-- there's a plan for that:

My intent for this section of your proposal isn't to overwhelm you, but to offer some transparency on what we can work on together.

Ideally, we'll break this work up into chunks based on your bandwidth and budget, even if that means we tackle one phase soon, and another later.

My recommendation is to start with the branding boost and website, and then we can scope out an email update in another phase and project.

But you'll get an option to choose to include what aspects of your project to scope out this time at the end. :)

🎨 Brand Identity Boost

• We'll kick things off with a Zoom call where we'll chat about your business goals, values, and mission

• You'll get access to your own private moodboard to add any and all things that inspire you for your brand

• You'll have some homework to complete about your ideal target customer

• Based on the approved Scope of Work, we'll finalize the specific collateral you need for your business (i.e., business card, postcard, and sticker design)

• I'll begin sketching design options based on your moodboard, ideal customer, and your goals

• From there, I'll design an initial logo concept in black and white

• You'll get three rounds of revision and will have time to review and think before submitting feedback

• Once the logo is finalized, we'll establish your color palette together, in addition to your typography

• Then I'll craft additional logos, graphics, patterns, etc., as per your approved Scope of Work

• We'll put the pieces together here and design collateral for your business as per your Scope of Work

• You'll get three rounds of revision and will have time to review and think before submitting feedback

• Once all items have been finalized, you'll receive all the files for your deliverables (detailed below)

• I'll cross-reference your Scope of Work to make sure no stragglers are left behind

• Your branding files will be all packaged up nice and neat for you to immediately use (if only files could have a bow tied around them!)

• You'll receive your files in your own private Google Drive folder to download

• We'll shift gears into Website Project Land!

🖥 Shopify Website

• We'll kick things off with a Zoom call where we'll chat about your business goals, website challenges and wishlist

• We'll take a peek at your traffic of your existing website and analytics so we can make data-driven decisions

• You'll submit preferences and content via tasks that are segmented into manageable chunks

• We'll go theme shopping! You'll get to peruse a handful of themes I select and choose the one that fits your goals and your budget (theme prices range from free to $500 - all are one-time fees)

• We'll kick off this phase with a planning call, where we'll also walk through your Shopify admin so you can get comfortable with the back end of your website

• We'll draft your website framework based on your Scope of Work

• I'll design and configure your website tailored to your brand identity and current best practices

• We'll cover how to create product and category listings, and you'll get cracking on adding your product assortment with a made-for-you tutorial to follow along with

• We'll kick off this phase with a Zoom screenshare call, aka a Shopify theme customizer tour. I'll hand over the controls and let you drive so you'll feel confident and familiar with your website and how to make changes

• We'll get into the nitty gritty with setting up your shipping, payment, and taxes settings based on your preferences

• We'll integrate apps based on best practices and your Scope of Work

• We'll set up and configure additional sales channels (POS, Facebook, Instagram, etc.) based on your Scope of Work

• We'll kick off this phase with (you guessed it) a handoff call, where I'll transfer ownership of your shiny new Shopify website over to you

• We'll make any last-minute adjustments

• Then it'll be time to thoroughly test your website! You'll get some time to test out your site and a handy checklist to guide you along and help us find any areas where additional tutorials or guides are needed to set you up for success

• Woohoo, the day is finally here! We'll schedule a launch day call, where you'll get support to point your domain and launch your beautiful new website!

• We'll celebrate and switch gears to your support phase

• You'll get 30 days of post-launch support OR 3 30-minute support calls over the course of three months

• Once your support phase concludes we'll either wrap up your project or (if available) you can opt into a continuing support retainer package

💌 Klaviyo Email Marketing

• We'll kick things off with a Zoom planning call, where we'll cover your goals, homework, and a tour of your new Klaviyo account

• You'll submit your brand identity assets (logo, colors, etc.)

• You'll have some homework to submit your preferences for content, design, and settings

• I'll design a robust Klaviyo email template that you'll be able to use by mixing and matching sections and blocks

• We'll work on copywriting based on your Scope of Work

• I'll design a popup based on your preferences and configure the settings based on current best practices

• I'll build out your Flow (aka automations) framework for the emails included in your Scope of Work

• I'll configure coupons, product feeds, and preference pages

• I'll design and incorporate your content into your Flow emails and hand them off for your review with handy video tutorials

• We'll schedule a chat to cover your Klaviyo Flows and adjust them based on your feedback

• I'll set up customized segments just for you

• You'll receive tutorials on segments, campaigns, and more

• You'll also receive a customized sending strategy document and 1 month of campaign ideas tailored to your business

• We'll hop on Zoom and migrate your list from your previous provider (Mailchimp), and launch your Flows!

• We'll chat about your customized warmup strategy so you're set up for a healthy sender reputation

• We'll set up your first campaign together and guide you through the warmup process

• You'll get 30 days of post-launch support where we'll watch your campaigns and Flows like a hawk

• Once your support phase concludes we'll either wrap up your project or (if available) you can opt into a continuing support retainer package

"What do you want me to do?" you might ask

We can't call this a creative collaboration without the best part: you! To make this project reflect your business and goals, there will be some homework involved. Don't worry, there will be tutorials and prompts guiding you through this process- no blank screens here:

• Brand Design Questionnaire

• Submit content for brand collateral

• Welcome Survey

• Business Details Survey

• Ideal Customer Exercise

• The Heart of Your Business Questionnaire

• Setup or access to your Google Analytics account

• Online Store Preferences

• Image Optimization Tutorial

• Brand Identity Assets

• Typography Preferences

• Product Categories Survey

• Product Spreadsheet

• Product Photography

• Hero/Lifestyle Photography

• About Page Photography

• Home Page Copywriting

• About Page Copywriting

• Shipping Details Survey

• Payment Preferences Survey

• Taxes Information

• Policies Preferences

• App Preferences

• Email Marketing Questionnaire

• Grant access to current ESP

• Template Design Preferences

• Popup Preferences

• Lead Magnet Preferences

• Copywriting or answer Copywriting Prompts

• Review tutorials

• Review + adjust Klaviyo Flow emails

• Warmup of your new Klaviyo account

• Sending campaigns

"Holly is incredible and so inspiring. She's got that magic combo of creative prowess and industry expertise that can help take a business to the next level."

--Tiffany James


Scope of Work

Here's a detailed breakdown of what we'll be accomplishing together:

• Private project managment platform access for questions and quick communication

Brand Identity

• Logo design, which includes:
- File produced for print and web use, in color and B/W formats (if applicable) and be delivered in a scalable vector format
- Release of all logo rights to you for full use

• Brand identity design, which includes:
- Secondary logo design
- Brand mark design
- Brand style guide
- Color palette
- Branding graphics, patterns, and/or illustrations (maximum of three illustrations)
- Typography curation and selection
- Font purchase for print use (up to $100)

• Brand Collateral Design, which includes:
- Digital toolkit for social media
- Three pieces of packaging/print collateral (like a hangtag, thank you card, etc.).
Note: More print pieces can be added to scope and will need an additional or revised quote.

Shopify Website

• Google Analytics setup with Enhanced Ecommerce enabled

• Source a variety of Shopify themes based on your goals for the website and for optimization purposes

• Implement selected Shopify theme for the site (the theme you select will either be added to the project invoice or you can opt to pay for it yourself).

• Integration of brand identity throughout Shopify theme- this includes logo, typography, colors, etc.

• Craft an intelligent and effective information and content architecture

• Draft custom navigation/menus with conversion rate optimization in mind

• Home Page setup, including sections, reviews, and Instagram app integration

• Collection Page customization, including setup of up to five different collection page templates

• Collection page description writing/guidance (this helps with SEO)

• Product Page customization, including setup of up to five different product page templates

• Setup of up to 20 products

• Tutorial of alt text for product images (accessibility and SEO)

• Integration of product reviews app

• Integration of Instagram feed app

• Integration of copyright-protection app

• Integration of up to 2 print-on-demand apps

• Social media integration

• Setup of up to 5 information pages (About, Contact, FAQ, etc.)

• Gallery/Portfolio design and setup

• Blog setup and migration

• Newsletter platform integration

• Store checkout customization

• Option to opt into terms management via Termageddon, guidance on boilerplate Privacy Policy, Terms of Service, returns/shipping pages, GDPR

• Shipping rate setup guidance

• Regular status updates based on your selected cadence

• 1 hour Zoom screenshare (recorded) walking you through your Shopify admin account

• 1 hour Zoom screenshare (recorded) walking you though your Shopify theme customizer

• Video tutorials covering: 

- Google Analytics
- Image optimization
- Photography
- Product categories
- Product setup
- Guidance on Hero photography, About Page photography
- Guidance on Home Page copywriting, About page copywriting
- Payment preferences and tax resources
- Shipping setup and strategy

• Launch and domain support

• 30 days of post-launch support OR 3 30-minute support calls over the course of three months

• Option to enroll in continuing support retainer package

• Other goodies to support you throughout this adventure!

Klaviyo Email

• Klaviyo account setup

• Shopify integration with Klaviyo

• Template design

• Copywriting support

• Setup of basic automations, including: Welcome Series, Abandoned Cart Series, and Browse Abandonment

• Migration of current subscribers and data from current platform, including engagement data

• Setup of basic segments

• Setup of customized segments, including warmup period campaign segments

• Segments tutorial

• Sending Strategy Guide for 1 month of email campaigns

• Product data feed setup

• Popup design and integration

• Preference page customization and Signup page customization

• Zoom screenshare calls walking you through your Klaviyo account, customized template, etc.

• Video tutorials covering your Klaviyo template and automated Flows (or in the method you learn best)

• Deliverability Watchdog period of 1 month to ensure you maintain your sender reputation

• 30 days post-launch support

• Option to enroll in continuing support retainer package

• IG Live launch announcement option

• Other goodies to support you throughout this adventure!


This is what I'll be making and delivering to you at the end of this project

In exchange for payment of the price outlined below, I will create and deliver the following items:

Vectorized logo design files for web and print use, which includes:

- Primary logo files
- Secondary, alternate logo files
- Each design will be delivered as:
- JPG, PNG, SVG, PDF file formats
- Full color, greyscale files
- Files in both RGB and CMYK color
Brand Identity Style Guide PDF
Typography Guide
Color Palette Translation Guide
- Includes Pantone, CMYK, RGB, and Hex Codes
Brand graphics, patterns, and/or illustration files
- Files will be delivered based on intended application in the optimal color space and file format
Desktop font purchase (up to $100)
Digital branding toolkit for marketing, social media use
Packaging/print collateral files (up to three items)


Shopify account setup and optimization
• 1 customized and optimized Shopify theme for Max Duckworth
Tutorials and Guides
See Scope of Work for specific tutorial line items and what is included with the Shopify website deliverable


Customized, branded Klaviyo template
- 1 Main Template, 1 Simple Template
- See Scope of Work for specific line items
Customized, branded popup design
Construction and optimization of Klaviyo Automations
- See Scope of Work for specific line items
Segments tailored to your brand and needs
Tutorials and Guides
- See Scope of Work for specific line items


Development Caveat

The theme setup for the site will be using a pre-coded Shopify theme and customizing it as much as possible to match your brand identity.

A thorough mobile review is included, and the theme will be set up and customized for an optimal experience, no matter the device screen size.

Keep in mind that Holly is not a developer and is knowledgeable of only a little bit of HTML and JavaScript. There may be some features or requests where a developer would need to be hired to implement; this is usually on a case-by-case basis. If the case of hiring a developer is desired, it will be discussed with you first, and the tasks involved to set up this workflow may occur post-launch. This work will be billed hourly and would be outside the scope of work and project invoicing totals.

Packages + Pricing

Brisk Branding Boost

Secondary logo or brand mark to complement your existing logo, cleanup of existing logo, color palette creation and translation, design of 2-3 collateral pieces.


More Branded Collateral (optional add-on)

Add 3 more pieces of branded collateral (simple packaging, postcards, etc.) to your Scope of Work.


Custom Illustrated Icons (optional add-on)

3-5 Custom illustrated icons to use on your website or marketing materials.


Shopify Website

Website analysis, Shopify theme curation, theme setup, design, customization, optimization, development, tutorials, and everything in the above Scope of Work unless specified.


Website Copywriting (recommended add-on)

Add copywriting to your scope of work and I will take care of writing the copy for your Home Page, About Page, up to five Collection pages, and up to five Product descriptions.


The Whole (Email) Enchilada

Comprehensive email template design, four automation builds and implementation, customized segments, popup design, signup form design, account warmup assistance, campaign support and coaching for 30 days, and everything in the Klaviyo section of the Scope of Work


Email Automation Copywriting (recommended add-on)

Add copywriting to your Klaviyo scope of work and I'll take care of writing your Welcome Series (5-7 emails), Browse Abandonment (1 email), Abandoned Cart (2 emails), and Customer Thank You automated emails (3 emails).


3-Month Email Campaign Package (optional add-on)

Campaign guidance, strategy, analysis, and hands-on management of your email campaigns for three months. Package includes weekly email campaigns and review of analytics.


Bundle Projects and SAVE

When you book a combo project (Brand Design + Website, or Email + Website, etc.), you'll save money!

Brand + Website = $7500 total (Save $1500)

Brand + Email = $6500 total (Save $1500)

Website + Email = $9000 (Save $2000)

Please note that this is for projects only, and does not apply to any add-ons or copywriting.

Ready to rock & roll?

⚡️ Take your time to review the proposed scope of work, timeline, and project package options

⚡️ If everything looks good, select the options and add-ons below, then sign this proposal below by typing your name and clicking "Submit.".

⚡️ Once you sign this proposal, you'll be sent a project agreement and invoice. Upon completion of your agreement and invoice, you'll receive an email containing info on getting access to the tools we'll use throughout this project.

Questions? Let me know!


Authorization to Proceed

If all of this looks good to you, let's formalize this agreement

Your commitment to this project will be directly reflected in the results. By hiring Holly you've enlisted my expertise at how best to accomplish the goals that you and I have defined. In order to accomplish those goals I require your participation and cooperation -- even if you don't fully understand some of the elements of that participation (which I'll work hard to make clear). 

If you'd like to make changes or something isn't right, please let me know

I value your time and budget and I'm a fan of getting everything on paper (with i's dotted and t's crossed!). If I've missed anything or something isn't right, please email me at

Email address you'd like to use for this project (this address will be used for sending invitations to your project tools, etc.):