Portare Via - Brand Launch Proposal
Prepared for: Kim Whitaker

by Moe Elerman

1. Introduction
Dear Kim and Team,
Thank you for considering myself and VYDIAN for your e-commerce website development. I am excited about the opportunity to collaborate with you in re-launch your brand and creating a professional, scalable, and high-performing online store on Shopify. This proposal outlines the project scope, objectives, timeline, deliverables, and pricing to help you make an informed decision.
2. Overview
For the brand, this website (and re-branding stage) isn't just an online store—it's our digital identity, our first impression, and a key to future growth.
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Digital Identity
Our website is where customers, retailers, and industry partners will experience who we are, what we stand for, and why our products belong in their hands or on their shelves.
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Retail Credibility
When buyers from Macy's, Dillard's, and other major retailers look us up, our website should instantly signal that we are a brand worth carrying.
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Customer Experience
For our direct customers, the website must feel seamless, intuitive, and premium—from the first visit to checkout, building trust and enhancing the shopping experience.
4
High Performance
This platform must function at the highest level—fast, secure, mobile-friendly, and built to scale while integrating with our marketing and fulfillment tools.
This project is about building more than a website—it's about establishing presence, strengthening the brand credibility, and creating a platform that drives both sales and opportunities.
3. Project Objectives
To position the brand for major retail partnerships and drive direct-to-consumer sales, our website will serve as a strategic tool addressing these key objectives:
1. Retail Partnerships & Brand Growth
Our website will establish brand legitimacy, showcase product value, and demonstrate scalability to make it easier for buyers from Macy's, Dillard's, and similar retailers to see our potential as a viable addition to their lineup.
2. Direct-to-Consumer Sales
We'll create a seamless shopping experience with an intuitive checkout process, compelling brand story, and elegant design to convert visitors into loyal customers and brand advocates.
Key Areas of Focus
To achieve our primary objectives—Retail Partnerships & Brand Growth and Direct-to-Consumer Sales & Engagement—the website will be strategically developed around the following core areas:
Product Presentation
Develop high-impact product pages with professional visuals and compelling storytelling to highlight marketability.
Discoverability & Traffic
Implement SEO best practices so customers searching for luxury or designer tote bags can easily find the brand online.
Mobile-First Design UX
Create a fast, responsive shopping experience optimized for mobile to capture impulse buyers and repeat customers alike.
Operational Readiness
Structure the site to reflect inventory stability and fulfillment capabilities, giving retailers confidence in long-term supply.
Technical Foundation
Why the website needs to be technically strong & feature rich?
The strength of our website lies in a robust technical foundation that ensures seamless performance, security, and scalability. By leveraging Shopify’s infrastructure and advanced integrations, we will create a platform that is fast, reliable, and optimized for both customer experience and business growth.

Key Elements

Optimized Performance & Speed – Fast-loading pages and a streamlined backend to improve user experience, SEO rankings, and conversion rates. Secure Checkout & Data Protection – Built-in SSL encryption and fraud prevention to ensure a safe and trusted shopping environment. SEO-Optimized Structure – Clean URL structures, metadata, and schema markup to enhance search visibility and organic discoverability. Mobile-First Responsiveness – Fully adaptive design that ensures a smooth, intuitive shopping experience across all screen sizes. Seamless Integrations & Automation – API-driven connections to fulfillment centers, marketing tools, and customer relationship platforms for operational efficiency. Scalability & Reliability – Cloud-based hosting and automated updates to support long-term growth without performance disruptions. Analytics & Conversion Tracking – Built-in data insights, heatmaps, and performance metrics to refine marketing strategies and improve sales outcomes.

4. Scope of work
This proposal outlines the specific tasks and deliverables included in the project. While additional efforts may contribute to the brand’s growth, the scope detailed here defines the key areas covered—from branding and website development to functionality, optimization, and post-launch support.
4.1 Branding
  • Establishing a centralized repository for all brand assets
  • Finalizing the brand logo with professional refinements
  • Creating a comprehensive style guide with standardized colors and typography for consistent brand application
4.2 Website Design & Development
  • Selecting and customizing a premium Shopify theme aligned with brand identity
  • Crafting engaging home, product, and category page designs for optimal user experience
  • Developing a dedicated corporate custom order portal for B2B clients
  • Ensuring seamless mobile responsiveness and cross-browser compatibility
4.3 E-Commerce Features
  • Implementing a scalable product management system with inventory tracking
  • Optimizing cart and checkout flows with abandoned cart recovery automation
  • Integrating secure payment gateways (Shopify Payments, Stripe, PayPal) for diverse payment options
  • Configuring precise shipping rules and tax calculations based on geographical requirements
4.4 Advanced Features & Integrations
  • Seamlessly connecting email marketing platforms (Klaviyo, Mailchimp) for automated customer communications
  • Establishing integrated social commerce channels across Instagram, Facebook, and Pinterest
  • Implementing conversational commerce through live chat or AI-powered chatbot solutions
  • Executing comprehensive SEO optimization with structured data implementation and performance enhancements
4.5 Testing & Deployment
  • Conducting thorough functional testing and user experience evaluation
  • Performing rigorous performance, security, and mobile compatibility audits
  • Executing controlled website launch with continuous monitoring systems
4.6 Training & Post-Launch Support
  • Providing comprehensive admin training for effective Shopify dashboard management
  • Delivering detailed documentation with operational guidelines for ongoing maintenance
  • Offering dedicated technical support for 90 days following launch
5. Project Timeline
The timeline below outlines the key phases of the project, ensuring a structured and efficient development process while keeping the launch on track within the agreed timeframe.
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Phase 1: Discovery
Gather requirements and analyze competitors. This critical step takes about one week.
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Phase 2: Development
Customize the Shopify theme and develop key pages in just two weeks.
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Phase 3: Content & Testing
Upload products, optimize SEO, and integrate systems within one week.
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Phase 4: Refinements
Incorporate client feedback and make final adjustments in one week.
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Phase 5: Launch
Final testing, deployment, and training complete in one week.
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Phase 6: Support
Enjoy a 90-day maintenance period after launch for any necessary adjustments.

While the project is set on a 4-week soft deadline and a 6-week hard deadline, certain factors outside of our control—such as delays in product photography, brand assets, or finalizing the new brand name—may impact the timeline. Any such delays will adjust the project schedule accordingly. However, we are committed to moving forward efficiently and will do our best to complete the project as quickly as possible.
6. Investment
This project has a fixed rate for full transparency. The chart below outlines the key service components for building and optimizing the website. Each element is critical for the project's success, forming a comprehensive website package designed for long-term growth, functionality, and brand positioning.

6.1 Pricing

The breakdown below highlights the key service components included in this project. Service Component Description Cost Branding Assistance Centralizing assets, finalizing logos, and creating a press guide for consistency. Included Theme Customization Custom design, layout adjustments, and branding alignment for a polished look. Included Product & Inventory Setup Uploading, organizing products, setting variants, and optimizing listings. Included Payment & Shipping Setup Configuring Shopify Payments, tax rules, shipping zones, and fulfillment options. Included Additional Features Custom email designs (order confirmations, abandoned cart recovery), third-party integrations. Optional Analytics & Performance Integrating Google Analytics, conversion tracking, and performance monitoring. Optional Testing & Training Mobile responsiveness, security checks, site speed optimizations, and admin training. Included Support & Post-Launch 60-day support for troubleshooting, refinements, and onboarding assistance. Included Total $3,400

7. Payment & Terms
This project is an investment in your brand’s digital success, and our goal is to deliver a high-performing website that sets you up for growth. To ensure a smooth process, payments are structured in clear milestones, allowing for steady progress while keeping everything on track.
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1
60% Deposit
Due upon project initiation.
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2
20% Milestone Payment
Due upon design & development completion.
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3
20% Final Payment
Due upon project launch.
As we bring this vision to life, know that your investment along with our experience. We aim to go beyond just this project—my company is dedicated to ensuring this is the start of a long-term partnership that supports your brand’s ongoing growth.
8. Next Steps
After reviewing this proposal, I’ll be sending it over in a finalized document format for signing so we can officially move forward. Once signed, I’ll issue the invoice, and from there, we’ll be ready to kick off the project—ideally within the next few days!
I’m excited to get started and bring this to life. Let’s make it happen!
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