Dos and Don’ts of a Web RFP

Receiving an RFP (Request for Proposal) in your inbox these days is like getting one of those random presents a friend brought back for you from vacation. On the one hand, you’re getting an unexpected present, which is an extremely nice gesture which you should be thankful for. On the other hand, when the present is a t-shirt with the picture of a girl on a stripper pole, with a slogan that reads “I love single moms,” you’re kind of like, thanks… I guess… but that’s really kind of offensive… (I really got that gift).

Creating an RFP for interactive services is definitely tricky, I’ll admit that. With the rate at which technology grows these days, it’s almost impossible for anyone on the client side to truly grasp every single element of web development or social media marketing or search engine optimization, amongst many other potential requests. After all, that’s why they are coming to agencies like us in the first place.

But… considering that the response for a proposal takes a considerable amount of time and effort to put together, there are a few general guidelines that would help the agencies respond, and help the clients with the vetting process.

What to Do:

• DO: Figure out what your budget is. Web development and the services associated can vary dramatically based on the nature of the requests, the company’s expertise, and of course, the company’s size. But, with a little bit of digging on Google, you can find some pretty useful advice at least on what the price range may be based on your requests. And if you’re still unsure, ask the company directly to give you a ballpark of what the budget may be based on the scope of the project. As my teacher always used to say, there is no such thing as a dumb question.
• DO: Figure out what your timeline is. I’m just going to throw this out there and hopefully this helps. While it can certainly vary to some degree... most smaller websites should take roughly 4 months at a minimum to build, and larger ones should generally take 9 to 12 months at a maximum to build. There are definitely exceptions on both ends, but more often than not, this is the rule. Again, asking the question never hurts.
• DO: Make sure you do some research on your end. Whether it’s talking to everyone internally about exactly what is going to be included in the RFP, or researching other companies and finding websites that have design or functionality that you know mirrors your company’s needs. This will ensure that each company’s response will at least enable you to compare apples to apples. Even if they are rotten apples to fresh, delicious ones.
• DO: Meet with the company and with the people that will be working on the account. If you don’t have enough time to meet with each company that is responding to an RFP then you are sending it out to too many companies. Putting together a response to an RFP is a time intensive process that should at least merit a face to face meeting. Not to mention, I am not entirely sure how you can dismiss a company without meeting them... unless there is something shady going on.

Ask these specific questions:

• DO: Ask if they do all design and development in house or do they outsource? In my opinion, this is a big deal considering how many moving parts come into play in custom web development projects and the layers of expertise associated with the process.
• DO: Ask for case studies. They DO NOT have to pertain to your industry, but they should showcase the level of expertise in the services that you would be requesting for your project. If you’re looking to have a Content Management System or build an e-commerce site, ask to see a project where the company delivered on those specific requirements.
• DO: Ask for references. At least 3 to be safe. Speaking to someone about actually working with this company is going to speak volumes about their work ethic, payment structure, creative and technical capabilities, and in general, how ethical they are as a company. Make sure these are 3 relatively recent references.

Things NOT to Do:

• DON’T: Do not ask for spec work. If you have any respect for the creative process then you should not be requiring this. If a company offers it up anyhow, you should pretty much immediately dismiss the effort. It undermines the process and cheapens the industry as a whole. Often times 50% of the project is in research, discovery, business analysis, creative development and positioning.
• DON’T: Do not limit a company to the type of technology they use. Such as stating it must be built using open source software or require them to program in a certain language. Unless you have a very valid, justified reasoning for it, in which case, this blog probably doesn’t pertain to you. Otherwise, let the company’s offer their recommendations for the best solutions, and then you can choose from there.
• DON’T: Do not contact a company’s clients without their knowledge. It throws the client off considerably when they are contacted out of the blue, which could potentially undermine the relationship the company has with the client. Also, there are a variety of reasons some companies do not give certain client’s information as references…and more often than not it is not because they have a bad relationship with them. Just assume, like any relationship, it’s complicated and rely on the company to provide you with specific references.

The point is that while the RFP process is a complicated one, with a little bit of research, and armed with the right set of questions, you should be in pretty good shape. This is obviously a very simplified version of the general guidelines, but for more information, feel free to e-mail us with questions. We’d be happy to help.