Before proposing any project, Manáry asks a set of questions. It isn't a formality: the answers decide whether the project will be a website, a campaign, an automation or all three, how long it will take and how much it will cost. When those questions go unanswered, the client ends up paying for it in rework, change orders and blown deadlines.
This guide brings those questions together. It's useful even if you hire another agency: a well-answered briefing improves any proposal and makes comparing vendors much fairer.
Why the briefing makes or breaks the project
Asking for a quote on "a new website" or "paid media management" with no context produces proposals that can't be compared. One agency quotes a five-page site; another, a portal with a client area. One includes content creation; the other doesn't. Prices vary tenfold and nobody is wrong: each agency answered a different question.
| Without a briefing | With a briefing | |
|---|---|---|
| Proposals | Generic, each with its own scope | Comparable, all addressing the same problem |
| Timeline | Estimated in the dark, blown halfway through | Based on what actually needs to be done |
| Price | Cheap at first, expensive in change orders | Predictable, with what is and isn't included |
| Results | Looks good, but no goal to measure against | A clear goal from day one |
One hour spent on the briefing saves weeks of meetings, rework and arguments over what was or wasn't agreed.
How to use this guide
Get the decision-makers together
The best answers come from a conversation between the people who know the business, the people who sell and the people who will run the project day to day.
Answer with numbers when you can
"We want to grow" doesn't guide anyone. "We want to double our quote requests in six months" does.
Leave blank what you don't know
An honest gap beats a guess. A good agency will help you answer whatever is still open.
Download it and send the same briefing to everyone
That way, every proposal you get back answers the same questions, and you can compare them side by side.
The fill-in briefing
Your answers are saved only in this browser while you work. When you're done, copy or download the finished briefing.
Digital project briefing
Fill in what you know. You can come back later: your answers will still be here.
1. Company and business
2. Goals and targets
3. Audience
4. Offer and differentiators
5. Numbers and track record
6. Competition and references
7. Scope and deliverables
8. Content, brand and assets
9. Technology and integrations
10. Budget, timeline and decision
Why each section matters
If you're going to rush through the briefing, at least know what each section protects you from. Here's what happens when it gets left out.
Company and business
Without understanding the business model, the agency proposes the project it usually sells, not the one the company needs. A recurring-revenue business calls for a focus on retention; a high-value one-time sale calls for a focus on trust and proof.
Goals and targets
Without a goal, there's no way to tell whether the project worked. And without a critical date, the schedule gets drawn up with no priorities, and the important launch slips.
Audience
It shapes the message, the channels and the structure of the pages. Talking to a business owner is different from talking to a technical buyer; the website and the campaign change accordingly.
Offer and differentiators
Without a clear differentiator, you end up with messaging that sounds just like your competitor's and competes on price alone. Proof (case studies, numbers) is what converts a skeptical visitor.
Numbers and track record
Ticket, margin and conversion rate determine how much can go into media and which goals are realistic. Without them, the proposal promises what the math can't support.
Competition and references
References cut weeks of back-and-forth on design. Knowing what you don't want is just as useful as knowing what you do.
Scope and deliverables
This is the section that generates the most change orders when it's vague. "Website" can mean five pages or a full portal; "media management" may or may not include ad creative.
Content, brand and assets
Copy and images are the most common cause of delays. Knowing who produces what keeps the website from sitting finished and empty, waiting for content.
Technology and integrations
A forgotten integration turns into a surprise cost at the end of the project. And lost access to a domain or hosting account can hold up a launch for days.
Budget, timeline and decision
A budget range makes it possible to propose the best solution within it, instead of a proposal that's out of touch with reality. Knowing who decides keeps you from pitching to the wrong person.
Briefing ready?
Send it to Manáry. We'll come back with a diagnosis of the project and a proposal that responds to exactly what you wrote.
Signs a proposal didn't understand the project
- It doesn't mention a single goal from the briefing. The proposal talks about deliverables (pages, posts, ads) but not about results.
- It would fit any company. Swap in another client's name and does it still make sense? Then it wasn't written for you.
- It doesn't say what's not included. A proposal without clear limits turns into change orders later.
- It doesn't mention measurement. If it doesn't say how results will be measured, they won't be.
- It doesn't ask anything. Every briefing has gaps. An agency that asks no questions probably didn't read it carefully.
- The timeline is too short for the scope. Be wary of a complete website, content included, in two weeks: the content usually gets left out.
How to compare proposals
| Criterion | What to look for |
|---|---|
| Understanding | Does the proposal restate, in its own words, the problem and the goal from the briefing? |
| Scope | Does it list what is and isn't included, with quantities? |
| Measurement | Does it say which metrics will be tracked and how often? |
| Timeline | Does it show phases, interim deliveries and what depends on you? |
| Team | Does it say who will work on the project and who your point of contact is? |
| Ownership | Do the accounts, domain, website and data stay in your company's name? |
| Exit | If the contract ends, what do you keep? Is there a cancellation fee or a minimum term? |
Frequently asked questions
Do I need to answer every question?
No. Answer what you know and leave the rest blank. The unanswered questions become the agenda for the first meeting.
Should I share my budget with the agency?
A range helps a lot. It isn't there so the agency can "spend it all," but so it can propose the best possible solution within your company's reality.
Are my answers saved on a server?
No. What you type into the briefing stays only in your browser, until you download, copy or clear it.
Can I use this briefing with other agencies?
You can, and you should. That's what it was made for: the more vendors answer the same questions, the fairer the comparison.
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