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Manjula Essentials
Project proposal

Prepared for

Karishma & Mamta Pranjivan
Manjula Essentials

Prepared by

Hendrik de Wit
Slashcheckout

Current situation

Manjula is currently focused on direct-to-consumer online sales. The business already has several strong foundations, including great product reviews, a healthy average order value, and a higher-than-average returning customer rate. At the same time, website traffic and conversion remain relatively low, creating a big opportunity for growth.

Recommended approach

A project spanning research, strategy, design, and development to build a Shopify store ready for paid advertising. By lifting conversion, order value, and repeat purchases, it raises your break-even CPA: the amount you can spend acquiring a customer, which is what makes paid advertising more profitable and scalable.

Project objectives

  • Guide visitors through the store from first discovery and education to conversion and retention.
  • Align the website experience with the brand's values and positioning.
  • Improve the key metrics: conversion rate, average order value, and returning customer rate.
  • Create a scalable Shopify foundation that is easy to manage and expand over time.

Scope

Phase 1: Research and strategy

Build a clear understanding of the customer and market, to reduce assumptions and inform strategic design decisions.

Services

  • Research customer needs, purchasing criteria, buying triggers, objections, and customer language.
  • Analyse competitors, their positioning, product presentation, and sales approach.
  • Research e-commerce UX best practices through Nielsen Norman Group and Baymard Institute.
  • Benchmark leading e-commerce brands within similar categories.
  • Translate the research into a website strategy.

Deliverables

  • Research and strategy report.
  • Website strategy blueprint.

Phase 2: Store design

Transform the approved strategy into a complete visual design for the Shopify store that reflects the brand.

Services

  • Design the key pages and templates.
  • Design reusable interface components.
  • Create responsive desktop and mobile layouts.
  • Refine the designs through review and feedback.

Included pages and components

  • Homepage.
  • About us page.
  • Science / ingredients page.
  • Landing page system / section library.
  • Product / offer page template.
  • Subscription page.
  • Reviews page.
  • Default page template (legal pages).
  • FAQ / help center.
  • Blog page template / articles overview.
  • Article page template.
  • Header and footer.
  • Custom subscription selector.
  • Cart drawer.

Deliverables

  • High-fidelity Figma designs.
  • Web design style guide.

Phase 3: Shopify development

Turn the approved designs into a scalable, high-performance Shopify store that is easy to manage and ready for launch.

Services

  • Develop the approved page designs.
  • Build reusable Shopify sections and templates.
  • Implement responsive desktop and mobile layouts.
  • Integrate required Shopify apps.
  • Optimise performance and accessibility.
  • Version control through GitHub.

Included integrations

  • Custom widget for JudgeMe reviews.
  • Custom widget for subscription selector.
  • Custom newsletter signup for Klaviyo.

Deliverables

  • Custom Shopify theme.

Phase 4: Launch and handover

Ensure the Shopify store is tested, prepared for launch, and ready for the team to manage after delivery.

Services

  • Perform final quality assurance.
  • Test across browsers and devices.
  • Deploy the store to production.
  • Handover the project and provide CMS training.

Deliverables

  • Live Shopify store.
  • CMS training session.

Timeline

Project timeline

The project is estimated to take 13 weeks from kickoff to launch.
Research and strategy: 3 weeks.
Store design: 5 weeks
Shopify development: 4 weeks.
Launch and handover: 1 week.

Investment

Project investment

The total investment for this project is €25.000.

€7.500 upfront to confirm the project
€7.500 before launch
€2.000 per month for 5 months following launch

Note: Shopify subscription, app subscriptions, paid fonts, third-party software, and external services are not included.

Terms

Project commencement

Work begins after the proposal has been accepted, the project agreement has been signed, and the initial payment has been received.

Scope changes

Any work outside the agreed project scope will be discussed and quoted separately before implementation.

Client responsibilities

The client is responsible for providing Shopify access, product information, media, brand guidelines, input approvals, and timely feedback.

Feedback and approvals

Feedback from all stakeholders is requested within 3 business days after each review milestone to keep the project on schedule. Feedback milestones include:

  • Research and strategy: review the proposed website strategy and site structure. Feedback on research findings is limited to factual corrections or missing business context.
  • Product / offer page design (desktop): 2 rounds of revisions.
  • Complete desktop design: 2 rounds of revisions.
  • Complete mobile design: 2 rounds of revisions.
  • Shopify development: 2 rounds of revisions to review functionality, interactions and alignment with the approved designs.

Communication

  • The primary communication channel for this project is email, and progress updates will be shared throughout the project.
  • Design feedback should be provided as comments directly in Figma.
  • Development feedback should be submitted as one consolidated list after each review milestone.
  • Feedback should be consolidated into a single response from the project team where possible.
  • One project call can be scheduled per week during the project.

After launch support

Bugs related to the delivered work reported within 30 days after launch will be resolved at no additional cost. CMS guidance is included during this period to help the team manage content and theme sections after launch.