An agency RFP sets out the work you want done, what you will provide, and how you will judge proposals. It covers only the services you select, so a support and CRO brief does not ask for platform selection or migration.
The generator records who performs and approves each workstream, what your internal team can contribute, and the deliverables you expect from each phase.
Your answers stay on your device. The generator runs in your browser: nothing you type is uploaded or stored on our servers, there is no account, and nothing goes to suppliers unless you send the files yourself. Site analytics count page visits, steps reached and downloads, never what you type.
What this RFP covers
Service scope
Choose from discovery, design, build, integration, support, CRO, paid acquisition, lifecycle, feeds, analytics, SEO and content. Questions and requirements follow the selection.
Deliverables and your contribution
Each phase lists tangible outputs, acceptance criteria and what you need to provide, so proposals price the same scope.
The named team
Agencies name the people doing the work, their allocation and senior involvement, and what happens if the team changes.
Support terms
Where support is in scope, the RFP separates response, workaround, restoration and resolution commitments for each severity level. An SEO or growth retainer does not add incident support by itself.
Commercials
Fixed price, capped time and materials, retainers and phased discovery are priced on the same schedule. Media spend, production and tool licences stay separate from agency fees.
Question areas used: business, outcomes and scale; current technology and ownership; agency scope, delivery and governance; support and maintenance; growth, paid acquisition, lifecycle and cro; security, accessibility and governance; timetable, costs and selection. Specialist areas such as B2B, subscriptions or several markets appear only when your answers make them relevant.
Some of the questions it asks you
A02Should the partner advise, do the work, provide a team, or a mix?
A06What internal developer, design, content, analytics and operational capacity is available?
A07What proposed-team information do you want to see?For example named roles, availability, allocation, senior involvement and relevant experience.
A11Who prioritises the backlog, accepts deliverables and approves scope changes?The backlog is the ordered list of work still to do.
A14What should happen if the named team changes or delivery capacity falls?
A19What accounts, assets, code and licences must you control or be able to use after termination?
U03What response, workaround, restoration and resolution commitments are needed?If you have no figures, ask suppliers to propose them for each severity level.
Every question can be answered, marked unknown, not applicable, or kept private.
What suppliers send back
A delivery plan and deliverable schedule
A team table with roles, allocations and relevant experience
Disclosure of subcontractors and platform partnerships
A pricing schedule with rate card, inclusions and overage terms
How proposals are compared
Default criteria and weights in the private evaluation workbook. Editable before you issue the RFP; they are starting points, not a standard.
Understanding and diagnosis
20
Delivery approach and implementation fit
25
Evidence and measurement
15
Proposed people and relevant experience
20
Cost and commercial clarity
10
Working practices, support and exit
10
Scores show coverage until every criterion is assessed. A failed eligibility gate excludes a supplier whatever its score.
Worked example
Support and CRO agency for an established merchant. Retained platform, internal developers, weekday support coverage and conversion work. No platform procurement or migration. The business is fictional.
Support and Growth marketing. For ecommerce agencies.
Buyer
Anonymous buyer
Issue date
Not yet issued
Revision
1
Generated
2026-10-20 09:00 UTC
1. Executive brief
Anonymous buyer invites proposals for the following work packages: Support and maintenance; Growth marketing.
What prompted this project: Our two internal developers cover feature work but not out-of-hours incidents or structured testing.
Priority outcomes: Raise checkout conversion.
How ready are you for proposals?
Ready for proposals
2. Business context
How do you sell?
Direct to consumer (B2C)
Priority outcomes
Outcome
Baseline
Baseline status
Target status
Period
Data source
Raise checkout conversion
2.1%
Known
To agree
12 months
Analytics
3. Current environment and constraints
What platform, edition or version and storefront approach do you use today?
Current platform retained (fictional hosted SaaS plan)
4. Work packages, scope and exclusions
Work package
Services
Addressed to
Support
Support and maintenance
Ecommerce agencies
Growth marketing
Growth marketing
Ecommerce agencies
9 more sections in the full document.
Frequently asked questions
How much should I ask agencies to do before appointment?
Enough to compare approaches. The generator suggests a short scenario walkthrough rather than unpaid project work, and asks for comparable work described by starting situation and constraints rather than client logos.
Should I share my budget with agencies?
You choose. Budget ranges are private by default; you can share none, ranges only, or all figures. A confidential budget is never included in the supplier version.
How do I compare agencies fairly?
Every agency answers the same requirements and pricing schedule. The private evaluation workbook scores each agency against named criteria and weights, shows coverage until every criterion is assessed, and keeps eligibility gates separate from scores.