Proposal
Prepared for Lumen Dental
The situation
Three clinics run separate ad accounts. The partners guess the cost of a booked new patient, and the front desk cannot tell which ads produced a visit that was kept.
The outcome
One view of cost per kept appointment, and a monthly plan the partners can approve in a single meeting without opening three ad accounts.
That outcome is the acceptance test. When it is true, this engagement is finished.
How the work is done
The work follows a Marketing consulting engagement, over 8 weeks, aimed only at the outcome below.
The number the partners already argue about.
The first week identifies which figure is already on the table in their monthly meeting: cost per booked job, cost per kept appointment, revenue from customers who came back, or the share of sales that started with a named channel. This engagement will use that figure and no other. A new dashboard full of metrics they did not ask for is how the last engagement died.
The scope names the accounts, the clinics, the shops, or the product lines in scope. 'The brand' is not a scope. Three clinics with three ad accounts is a scope. So is one product line and the landing page that is supposed to sell it.
Keep media spend out of your fee.
The fee is for the diagnosis, the plan, and the working rhythm. The money they pay to ad platforms is theirs. This proposal states that split in the investment section so a partner does not think €7,500 includes the ads. It never does, and the argument later is expensive.
This engagement names what it will not do. A marketing proposal that also quietly includes a new website, a photoshoot, and a sales script will be compared with three cheaper specialists and will look vague. Pick the commercial problem.
Applied to Lumen Dental, that method is used on the situation they named, and it stops when the outcome is true. It is not a general review of Multi-site dental group.
Assumptions
- Lumen Dental can name, in the first week, the person who will grant access to the facts behind the problem.
- The outcome in this proposal is still the one they want on the day they accept. If it has changed, the brief is rewritten before the fee clock starts.
- Decisions that would change the outcome are answered within five working days. Silence pauses 8 weeks; it does not extend the fee.
- Facts that are not in the brief and not in those conversations are not invented to make the document look finished.
- The boundaries in the Marketing consulting notes above are assumptions of this engagement, including what the fee does not buy.
Out of scope
- Work outside a Marketing consulting engagement of this size. Say what you will not do. A marketing proposal that also quietly includes a new website, a photoshoot, and a sales script will be compared with three cheaper specialists and will look vague. Pick the commercial problem.
- Any work that does not change whether the outcome is true.
- A second problem that appears after the start. That is a new brief or a refusal, not a quiet addition.
- Third-party software, media or ad spend, legal fees, and travel.
- A retainer after 8 weeks.
How the fee is paid
€7,500
€7,500 is the professional fee for the work in this proposal, over 8 weeks.
Half of that fee is invoiced when Lumen Dental accepts in writing. The other half is invoiced when they accept that the outcome is true, or on the last day of 8 weeks, whichever comes first.
The fee is not a bonus tied to revenue Lumen Dental does not control, and it is not discounted for using the full timeline.
If Lumen Dental says yes
Lumen Dental accepts by reply. That reply starts 8 weeks.
Within five working days of acceptance I send a start date and the name of the first working session. That session uses the problem as written. It is not a new tour of the business.
When the outcome is true, the engagement ends. There is no automatic retainer.
If the timing is wrong, Lumen Dental says so. The file closes, and the later follow-up emails stop.