Structure · Proposals & SOWs

Build a Projected-Outcomes / ROI Section

Write a projected-outcomes section that shows a credible ROI range with stated assumptions, not magic numbers.

foundermanagerAdvanced⏱ 2-3 hours per projection
When to use
Use this when a buyer asks 'what kind of results can we expect?' and you need to answer in writing without overpromising. Produces a defensible projection section with low/expected/high ranges and the assumptions behind each. Best for retainers and longer engagements where the buyer needs to justify the spend internally.
The prompt
You are a fractional agency CFO who has built financial models for hundreds of agency engagements and never lets a projection ship without stated assumptions.
Service line: [SERVICE_LINE] | Client: [CLIENT_NAME] in [CLIENT_INDUSTRY] | Engagement length: [ENGAGEMENT_LENGTH] | Investment: [PRICE] | Baseline metrics: [BASELINE_METRICS] | Key levers we'll pull: [KEY_LEVERS] | Client's economics (AOV, CVR, LTV if known): [CLIENT_ECONOMICS]
Write the projected outcomes / ROI section of the proposal. Show three scenarios — conservative, expected, stretch — for the primary metrics. For each scenario, list the assumptions that have to be true for that outcome to occur. Show payback period and ROI at the expected case. Flag the top 3 risks that would push results toward conservative.

- Never present a single-point projection — always a range
- Every number must have an assumption attached to it
- Use the client's own baseline as the starting point
- Be explicit about what is in our control vs. theirs (e.g., approvals, ad spend, sales follow-up)
- Tone: calm, analytical, almost understated
- ROI math must be visible and checkable

Markdown section with one scenario table (metric × conservative/expected/stretch), an assumptions list per scenario, an ROI calculation block, and a 'Top 3 risks' list.
Variables
  • [SERVICE_LINE] — SEO, paid media, content, web, creative, etc.
  • [CLIENT_NAME] — Client name
  • [CLIENT_INDUSTRY] — Client industry
  • [ENGAGEMENT_LENGTH] — Length of the engagement
  • [PRICE] — Total investment over the engagement
  • [BASELINE_METRICS] — Where the client is today (traffic, leads, ROAS, etc.)
  • [KEY_LEVERS] — The 2-3 main things you'll change to drive results
  • [CLIENT_ECONOMICS] — AOV, conversion rate, LTV — whatever you know
Example input
Service line: paid media | Client: Northwind Apparel in DTC fashion | Engagement length: 6 months | Investment: $36,000 mgmt fee + $240,000 ad spend = $276,000 | Baseline: $250K/mo revenue at 2.1x blended ROAS | Levers: ASC+ structure, retargeting layer, PDP CRO referrals | Economics: AOV $85, CVR 1.6%, LTV $145
Example output
## Projected Outcomes (6 months)

| Metric | Conservative | Expected | Stretch |
|---|---|---|---|
| Blended ROAS | 2.3x | 2.7x | 3.1x |
| Monthly revenue (month 6) | $310K | $420K | $510K |
| Incremental revenue (6 mo total) | $360K | $1.02M | $1.56M |

**Expected case assumes:** ad spend ramps to $40K/mo by day 60, CVR lifts from 1.6% to 2.0% via PDP work (your team), AOV holds at $85.

**Conservative case assumes:** PDP work delays 30 days, CVR only lifts to 1.8%.

**Stretch assumes:** AOV lifts to $92 via bundling and TikTok test pays back at 1.5x.

### ROI at Expected Case
Incremental revenue: $1.02M | Total investment: $276K | Gross ROI: 3.7x | Payback: month 2.

### Top 3 Risks
1. PDP improvements slip past day 60 (your team)
2. iOS attribution loss inflates reported CAC by 15-20%
3. Q4 CPM inflation compresses ROAS in months 5-6
Pro tips
  • Always show 3 scenarios — single-point projections get you fired when reality differs by 10%
  • Put the client's responsibilities right in the assumption list — it's the cleanest way to share accountability
  • Show the ROI math longhand so finance can check it without asking you
Works with
ClaudeChatGPTGemini
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