Bd Proposal

Customer Proposal Generator

A customer proposal turns a discovery call into a signature. This skill generates the full proposal — problem, solution, scope, pricing, success criteria, ROI — in markdown that can be exported to PDF or pasted into a deck.

Different from /bd-partner-pitch: That one is for partner term sheets (rev share, exclusivity, co-marketing). THIS is for end customers (pricing, SOW, ROI).

Input

Required:

• Customer name + persona contacted
• Discovery summary — pain, current state, goal, timeline (or qualification-{lead}.md)
• Offer / package being proposed

Optional:

• icp-profile.json
• Competitor context (if displacing)
• Pricing options (if multiple tiers proposed)
• Existing account-{customer}.md from /bd-research

Process

1. Read context — pull discovery insights, ICP, account research
2. Confirm offer + pricing — ask user if not in input
3. Choose proposal format based on deal type:

• SaaS subscription — pricing tiers, usage-based, add-ons
• Agency / services — fixed-fee + retainer + perf
• Consulting — phased SOW with deliverables
• Hybrid — software + services

1. Build proposal sections (see template below)
2. Add ROI math — input-driven if data available
3. Save — proposal-{customer}.md

Output: proposal-{customer}.md

# Proposal for [Customer Name]
## [Project / Engagement Name]

**Prepared for:** [Customer Name + persona]
**Prepared by:** [Your Company + sender]
**Date:** [Date]
**Valid until:** [Date + 30 days]
**Version:** 1.0

---

## Executive Summary

[3 sentences:]
1. The problem [Customer] is facing (as we heard it)
2. What we recommend
3. Expected outcome and timeline

---

## 1. Situation (what we heard from you)

**Current state:**
- [Specific pain 1 from discovery]
- [Specific pain 2]
- [Specific pain 3]

**Cost of inaction:**
- [Quantified — $/time/risk]
- [Quantified — $/time/risk]

**Goals you shared:**
- [Goal 1 with metric]
- [Goal 2 with metric]
- [Timeline / pressure]

**Stakeholders involved:**
- [Champion — name + role]
- [Economic buyer]
- [End users]

---

## 2. Recommended Solution

### What we propose

[1-paragraph description of the solution — outcome-led, not feature-led]

### Why this approach

| Your need | Our approach | Why it works |
|---|---|---|
| [Need 1] | [Approach] | [Reasoning] |
| [Need 2] | [Approach] | [Reasoning] |
| [Need 3] | [Approach] | [Reasoning] |

### What's included

- ✅ [Deliverable 1]
- ✅ [Deliverable 2]
- ✅ [Deliverable 3]
- ✅ [Deliverable 4]

### What's NOT included (out of scope)

- ❌ [Out of scope 1] — available as add-on
- ❌ [Out of scope 2]

---

## 3. Scope of Work

### Phase 1: [Name] — Weeks 1-2
**Objective:** [Outcome]
**Deliverables:**
- [Deliverable + owner]
- [Deliverable + owner]
**Your involvement:** [Time commitment + roles needed]

### Phase 2: [Name] — Weeks 3-6
[Same structure]

### Phase 3: [Name] — Weeks 7-12
[Same structure]

### Timeline visual

Week 1 2 3 4 5 6 7 8 9 10 11 12 [Phase 1 ────][─── Phase 2 ───][─── Phase 3 ───]

---

## 4. Investment

### Option A: [Recommended Tier Name]

| Component | Amount |
|---|---|
| [Software / Services line item] | $X,XXX |
| [Implementation / setup] | $X,XXX |
| [Ongoing / retainer / subscription] | $X,XXX/mo |
| **Total Year 1** | **$XX,XXX** |

**Payment terms:** [Net 30 / Net 60 / 50% upfront / etc]
**Contract length:** [12 months auto-renew]

### Option B: [Alternative Tier]
[If proposing 2-3 options — pricing pyramid: bronze/silver/gold]

[Same structure]

### Option C: [Premium Tier]
[Same structure]

### Pricing notes

- All prices in [currency], excl. tax
- Volume discounts: [if applicable]
- Multi-year discount: [10–20% off for 2-year prepay]
- Pilot option: [Pilot terms if available]

---

## 5. Success Criteria

How we'll measure success — agreed up front:

| Metric | Baseline (today) | Target (90 days) | Target (12 months) |
|---|---|---|---|
| [Metric 1] | [Number] | [Number] | [Number] |
| [Metric 2] | [Number] | [Number] | [Number] |
| [Metric 3] | [Number] | [Number] | [Number] |

**Review cadence:** [Monthly / quarterly QBR with stakeholders]
**What "success" looks like:** [1-paragraph qualitative]

---

## 6. ROI Analysis

### Input assumptions

- [Customer's current cost / pain quantified]
- [Customer's current scale]
- [Industry benchmarks]

### Expected return

| Driver | Year 1 impact | Year 2 impact |
|---|---|---|
| [Cost saved] | $X | $X |
| [Revenue gained] | $X | $X |
| [Time saved → reallocated] | $X | $X |
| **Total impact** | **$XX,XXX** | **$XX,XXX** |

### ROI calculation

- **Investment:** $XX (Year 1)
- **Return:** $XX (Year 1)
- **ROI:** XXX%
- **Payback period:** X months

---

## 7. Why Us

[1 paragraph — connect specifically to their stated needs. NOT generic "Why Choose [Company]"]

### Customer outcomes

| Customer | Similar to your situation | Outcome |
|---|---|---|
| [Customer 1] | [How they're similar] | [Specific outcome + metric] |
| [Customer 2] | [How they're similar] | [Specific outcome + metric] |
| [Customer 3] | [How they're similar] | [Specific outcome + metric] |

### Quotes / testimonials

> "[Pull quote with attribution]"
> — [Name, Title, Company]

> "[Pull quote with attribution]"
> — [Name, Title, Company]

---

## 8. Risks & Mitigations

[Don't hide risks — addressing them directly builds trust]

| Risk | Probability | Mitigation |
|---|---|---|
| [Implementation delay] | Medium | Phased rollout, dedicated PM |
| [User adoption] | Medium | Champion enablement, training plan |
| [Integration complexity] | Low | Pre-discovery completed, scoped above |
| [Change management] | Medium | Communications plan included |

---

## 9. Next Steps

To move forward:

1. **[Date 1]** — Review proposal with [stakeholders] (you)
2. **[Date 2]** — Q&A session (us, 30 min)
3. **[Date 3]** — Sign / commercial terms (you + procurement)
4. **[Date 4]** — Kickoff (joint)

### What I need from you to lock the kickoff

- [ ] Sign-off on this proposal
- [ ] Intro to [missing stakeholder] for security review
- [ ] [Any data / access needed for kickoff]

---

## 10. Terms & Conditions Summary

[High-level — full terms in MSA / contract]

- **Term:** [12 months auto-renew unless 60-day notice]
- **Payment:** [Net 30 from invoice date]
- **SLA:** [99.X% uptime, response time]
- **Data:** [Customer owns data, exit policy, security certs]
- **Liability:** [Standard caps, refer to MSA]
- **Termination:** [60-day notice, no penalty after pilot]

---

## Acceptance

By signing below, [Customer Name] accepts the scope, investment, and terms above for **Option [A/B/C]**.

**[Customer signatory name]**
Title: __________________________
Signature: ______________________
Date: ___________________________

**[Your signatory name]**
Title: __________________________
Signature: ______________________
Date: ___________________________

---

## Appendix

- A. Detailed feature comparison
- B. Security & compliance documentation
- C. Implementation playbook
- D. Reference customers + intro requests
- E. Master Services Agreement (separate doc)

Pricing structure guidance

Pick the right pricing model based on deal type:

SaaS subscription

• Per-seat — clear, scalable, but caps growth
• Per-usage — usage-aligned, but unpredictable for buyer
• Tiered (good/better/best) — anchors decision, drives upsell
• Platform fee + variable — combines predictability + scaling

Agency / services

• Fixed-fee project — clean, but limits scope changes
• Retainer — predictable revenue, requires SLA
• Performance-based — high upside, but requires trust + measurement
• Hybrid (retainer + perf bonus) — best for long-term clients

Consulting

• Time + materials (T&M) — flexible, but buyer hates uncertainty
• Fixed-fee phased — scope-controlled, requires good discovery
• Outcome-based — premium pricing, requires strict success criteria

Rules

• Always offer 3 options — bronze/silver/gold or pilot/standard/premium. Single-option proposals get fewer signatures.
• Lead with situation, not solution. Show you listened first.
• ROI is non-negotiable. Even rough math beats no math. CFOs respond to numbers.
• Risks section builds trust. Hiding risks is a red flag for procurement.
• Make it easy to say yes. Pre-fill signature blocks, dates, next steps.
• Personalize. Use customer's exact words from discovery in Section 1.
• Make pricing scannable. A pricing table beats a paragraph of pricing prose.

Next steps to suggest

1. /bd-objection — prep responses for objections likely after sending
2. /bd-followup — design follow-up cadence for proposal review
3. After signature: pass to delivery team — proposal becomes the SOW baseline

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: dongcs52
• Source: dongcs52/claude-bd-skills
• License: MIT

Install and usage instructions live in the source repository linked above.