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<title>MESMAC Project Briefing — Maad House</title>
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<body>
<!-- Slide 1: Title -->
<div class="slide title-slide active" id="slide-1">
<span class="slide-number">1 / 13</span>
<div style="margin-bottom: 32px;"><img src="maad-house-logo.png" alt="Maad House" style="height:32px;width:auto;"></div>
<h1>MESMAC Project Briefing</h1>
<p class="subtitle">What changed, what we're committing to, and your role in delivering it</p>
<div class="meta">
<strong>Internal</strong> — Maad House<br>
For Reece Heron, Creative Director<br>
6 March 2026
</div>
</div>
<!-- Slide 2: What Happened -->
<div class="slide" id="slide-2">
<span class="slide-number">2 / 13</span>
<h2>What Happened</h2>
<p>MESMAC sent a detailed Invitation to Tender with a full specification document. Your initial proposal was a solid starting point, but after going through their spec line by line, it became clear several specific requirements were not addressed.</p>
<p>A comprehensive V2 proposal has been written that covers everything they asked for. This briefing walks you through what changed, what we are now committing to, and what you need to do next.</p>
<div class="highlight-box">
<p><strong>Deadline:</strong> 9am, 16 March 2026 — submit to admin@mesmac.co.uk</p>
<p><strong>Interview:</strong> 24 March 2026, Leeds — in person</p>
<p><strong>Panel:</strong> Service users, staff, AND volunteers (not just decision-makers)</p>
</div>
<p class="muted">We are one of the shortlisted agencies. This is winnable, but only if we demonstrate we actually read their brief.</p>
</div>
<!-- Slide 3: What Was Missing -->
<div class="slide" id="slide-3">
<span class="slide-number">3 / 13</span>
<h2>What Was Missing from V1</h2>
<p class="muted">These are not criticisms. They are gaps that the V2 proposal now fills. Each of these was specifically mentioned in MESMAC's tender document.</p>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Mailchimp integration</strong> <span>— They specifically asked for it by name</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Google Analytics + Hotjar</strong> <span>— They named these tools explicitly</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>AI chatbot capability</strong> <span>— They linked to chattopat.com as a reference</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Third-party LMS options</strong> <span>— They mentioned Teachable/Thinkific; we need to address why we recommend LearnDash instead</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Free access codes + bulk discounts</strong> <span>— Specific pricing models for training</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>4 reference websites</strong> <span>— Brook, Viamaster, KodeWithKlossy, Heroines Inc. Not mentioned at all</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Service user discovery</strong> <span>— They asked "how will you get to know our service users?"</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>SEO strategy detail</strong> <span>— Keyword research, backlinking, blog strategy</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Content migration plan</strong> <span>— They asked for help creating one</span></div></div>
<div class="gap-item"><span class="gap-icon">+</span><div class="gap-text"><strong>Future-proofing</strong> <span>— Ability to add new service areas and projects over time</span></div></div>
</div>
<!-- Slide 4: What We're Now Proposing -->
<div class="slide" id="slide-4">
<span class="slide-number">4 / 13</span>
<h2>What V2 Commits To</h2>
<p>The new proposal addresses every requirement from their specification. Here is the high-level scope:</p>
<div class="two-col">
<div class="card">
<h3>Brand + Design</h3>
<ul>
<li>Full rebrand using their existing logo and font files</li>
<li>Colour palette, typography, imagery direction</li>
<li>Wireframes and UI style guide</li>
<li>Content module library</li>
</ul>
</div>
<div class="card">
<h3>Platform + Booking</h3>
<ul>
<li>WordPress with booking integration</li>
<li>Search, filter, SMS reminders, attendance tracking</li>
<li>One-click cancellation</li>
<li>Service user accounts and history</li>
</ul>
</div>
<div class="card">
<h3>LMS + Training</h3>
<ul>
<li>Self-hosted LearnDash (not third-party)</li>
<li>4 pricing models: individual, subscription, bulk, free codes</li>
<li>Progress tracking and certificates</li>
<li>Staff can manage courses without us</li>
</ul>
</div>
<div class="card">
<h3>Integrations + SEO</h3>
<ul>
<li>9 integrations including Mailchimp, Hotjar, GA4</li>
<li>AI chatbot readiness</li>
<li>Content migration plan</li>
<li>SEO strategy with keyword research</li>
<li>WCAG 2.1 AA from day one</li>
</ul>
</div>
</div>
<div class="highlight-box">
<p><strong>Discovery includes service user co-design sessions</strong> — this is what will set us apart from the other bidders.</p>
</div>
</div>
<!-- Slide 5: Budget Breakdown -->
<div class="slide" id="slide-5">
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<h2>Budget Breakdown</h2>
<table>
<thead>
<tr><th>Phase</th><th style="text-align:right">Cost</th></tr>
</thead>
<tbody>
<tr><td>Discovery & Consultation</td><td style="text-align:right">£3,000</td></tr>
<tr><td>Design & Branding</td><td style="text-align:right">£3,500</td></tr>
<tr><td>Core WordPress Development</td><td style="text-align:right">£5,500</td></tr>
<tr><td>Booking Platform Integration</td><td style="text-align:right">£4,000</td></tr>
<tr><td>LMS & Payment Integration</td><td style="text-align:right">£4,000</td></tr>
<tr><td>Integrations (Mailchimp, GA4, Hotjar, etc.)</td><td style="text-align:right">£1,500</td></tr>
<tr><td>Content Migration & SEO</td><td style="text-align:right">£2,000</td></tr>
<tr><td>Testing & Accessibility</td><td style="text-align:right">£1,500</td></tr>
<tr class="total"><td>Total Project</td><td style="text-align:right">£25,000</td></tr>
</tbody>
</table>
<div class="card" style="margin-top: 16px;">
<h3>Ongoing: £5,000/year (5-year contract)</h3>
<ul>
<li>Managed WordPress hosting (security, backups, updates)</li>
<li>4 hours/month support and maintenance</li>
<li>Quarterly performance reviews</li>
<li>Plugin and integration updates</li>
</ul>
</div>
</div>
<!-- Slide 6: Timeline -->
<div class="slide" id="slide-6">
<span class="slide-number">6 / 13</span>
<h2>Project Timeline</h2>
<p class="muted">14 weeks from contract to launch. Phases overlap where possible.</p>
<div style="margin-top: 16px;">
<div class="timeline-item"><span class="timeline-date">28 Mar — 18 Apr</span><span class="timeline-desc"><strong>Discovery & Consultation</strong> — Stakeholder workshops, service user co-design sessions, content audit, competitor analysis</span></div>
<div class="timeline-item"><span class="timeline-date">21 Apr — 9 May</span><span class="timeline-desc"><strong>Design & Branding</strong> — Brand refresh, wireframes, UI style guide, content modules</span></div>
<div class="timeline-item"><span class="timeline-date">12 May — 6 Jun</span><span class="timeline-desc"><strong>Core Development</strong> — WordPress build, booking integration, responsive templates</span></div>
<div class="timeline-item"><span class="timeline-date">19 May — 13 Jun</span><span class="timeline-desc"><strong>LMS Development</strong> — LearnDash setup, payment integration, course templates (runs in parallel)</span></div>
<div class="timeline-item"><span class="timeline-date">9 — 20 Jun</span><span class="timeline-desc"><strong>Content Migration</strong> — Transfer existing content, SEO implementation, redirects</span></div>
<div class="timeline-item"><span class="timeline-date">16 — 27 Jun</span><span class="timeline-desc"><strong>Testing & QA</strong> — WCAG 2.1 AA audit, cross-browser, performance, staff training</span></div>
<div class="timeline-item"><span class="timeline-date" style="color: #7ee787;">30 June 2026</span><span class="timeline-desc"><strong>Launch</strong></span></div>
</div>
</div>
<!-- Slide 7: Delivery Model -->
<div class="slide" id="slide-7">
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<h2>How We Deliver This</h2>
<div class="two-col">
<div class="card">
<h3>Your Domain</h3>
<ul>
<li>All design and branding work</li>
<li>Client-facing workshops and discovery sessions</li>
<li>Service user co-design facilitation</li>
<li>Ongoing client relationship and check-ins</li>
<li>Staff training sessions</li>
<li>Interview presentation (24 March)</li>
</ul>
</div>
<div class="card">
<h3>Internal / Technical</h3>
<ul>
<li>WordPress development and configuration</li>
<li>Booking platform integration</li>
<li>LMS setup and payment processing</li>
<li>All 9 integrations</li>
<li>Content migration and SEO</li>
<li>Testing and accessibility audit</li>
</ul>
</div>
</div>
<div class="warning-box">
<p><strong>Important:</strong> To MESMAC, Maad House delivers everything as one team. You are the Creative Director and primary contact throughout. The internal split is invisible to the client.</p>
</div>
</div>
<!-- Slide 8: What You Need To Do -->
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<h2>What You Need To Do</h2>
<div class="card">
<h3>Phase 1 — Now (before 16 March)</h3>
<ul>
<li>Review the V2 proposal document and presentation</li>
<li>Flag anything you disagree with or cannot deliver on</li>
<li>Be ready to submit by <strong>9am, 16 March</strong></li>
</ul>
</div>
<div class="card">
<h3>Phase 2 — Interview (24 March, Leeds)</h3>
<ul>
<li>Present the proposal to the panel (service users, staff, volunteers)</li>
<li>Key talking points: service user consultation, accessibility, the 4 reference websites, why self-hosted LMS</li>
<li>Keep it human, not techy. The panel includes non-technical people.</li>
<li>Expect questions about: hosting, support hours, content migration, course self-management</li>
</ul>
</div>
<div class="card">
<h3>Phase 3 — Delivery (28 March onwards, if selected)</h3>
<ul>
<li>Lead discovery workshop (1 day, Leeds)</li>
<li>Run 2 staff operational sessions</li>
<li>Facilitate service user co-design sessions</li>
<li>Create brand refresh: colour palette, typography, imagery direction</li>
<li>Design wireframes and UI style guide</li>
<li>Design content module library</li>
<li>Ongoing client check-ins and relationship management</li>
<li>Staff training sessions (late June)</li>
</ul>
</div>
</div>
<!-- Slide 9: Time Commitment -->
<div class="slide" id="slide-9">
<span class="slide-number">9 / 13</span>
<h2>Your Time Commitment</h2>
<p>Approximately <strong>20 working days</strong> over 14 weeks, broken down as follows:</p>
<table>
<thead>
<tr><th>Phase</th><th>Activities</th><th style="text-align:right">Days</th></tr>
</thead>
<tbody>
<tr><td>Discovery</td><td>Workshops, interviews, service user sessions, content audit</td><td style="text-align:right">5-6</td></tr>
<tr><td>Design</td><td>Brand refresh, wireframes, UI kit, content modules</td><td style="text-align:right">6-8</td></tr>
<tr><td>Client Management</td><td>Check-ins, feedback rounds, approvals</td><td style="text-align:right">3-4</td></tr>
<tr><td>Training + Launch</td><td>Staff training, launch support</td><td style="text-align:right">2-3</td></tr>
<tr><td>Interview</td><td>Prep + travel + presentation</td><td style="text-align:right">1-2</td></tr>
<tr class="total"><td colspan="2">Total</td><td style="text-align:right">~20 days</td></tr>
</tbody>
</table>
<p class="muted" style="margin-top: 16px;">At your day rate, this represents roughly £4,000-6,000 of your time across the project.</p>
</div>
<!-- Slide 10: Interview Strategy -->
<div class="slide" id="slide-10">
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<h2>Interview Strategy</h2>
<p>The panel includes service users, staff, and volunteers. This changes the dynamic entirely.</p>
<div class="card">
<h3>Lead with empathy, not technology</h3>
<p>Talk about communities, not "platforms." Talk about the people using the services, not the tools behind them. Service users on the panel want to feel heard, not sold to.</p>
</div>
<div class="card">
<h3>Reference their brief directly</h3>
<p>"You mentioned Brook as the best in the sector. We agree, and here is how we will bring that same clarity to MESMAC." This shows you read the document. Most bidders will not do this.</p>
</div>
<div class="card">
<h3>Show understanding of their services</h3>
<p>Know what MESMAC actually does: STI testing, mental health support, PrEP, HIV support, drug and alcohol services, community development. Use their language.</p>
</div>
<div class="card">
<h3>Accessibility as a value, not compliance</h3>
<p>Frame WCAG 2.1 AA as something we believe in, not a box-ticking exercise. Their service users include people facing barriers. Accessibility is about inclusion.</p>
</div>
</div>
<!-- Slide 11: Likely Questions -->
<div class="slide" id="slide-11">
<span class="slide-number">11 / 13</span>
<h2>Questions They Will Ask</h2>
<div class="qa">
<div class="q">"How will you consult our service users?"</div>
<div class="a">Co-design sessions with 8-12 participants across your key areas: Bradford, Hull, Leeds, South Yorkshire. Not just surveys. Actual workshops where service users shape the design.</div>
</div>
<div class="qa">
<div class="q">"Why LearnDash over Teachable or Thinkific?"</div>
<div class="a">Data ownership (your data stays on your servers), no per-transaction fees, full control over accessibility, and seamless branding. But we can go third-party if you prefer. We recommend this because it gives you more control long-term.</div>
</div>
<div class="qa">
<div class="q">"Can we really manage courses ourselves?"</div>
<div class="a">Yes. We build course templates and train your staff. You add, edit, and remove courses without needing us. The 4 hours/month support is there if you need help, but you will not be dependent on us.</div>
</div>
<div class="qa">
<div class="q">"What happens after launch?"</div>
<div class="a">4 hours/month support, quarterly performance reviews, and we are with you for 5 years. This is a partnership, not a hand-off.</div>
</div>
<div class="qa">
<div class="q">"How do you handle scope changes?"</div>
<div class="a">Reasonable changes are factored in. Substantial changes are discussed openly with budget reallocation options. No surprises.</div>
</div>
<div class="qa">
<div class="q">"Do you have experience in the charity or health sector?"</div>
<div class="a">Our portfolio is primarily commercial brands like Byron Burgers, Linkilaw, and Carbon Integration. We see this as a strength: we will bring the polish and user experience standards of a commercial platform to MESMAC, combined with the accessibility and warmth your communities need. Our 3+ year average client retention shows we build lasting partnerships, which is exactly what your 5-year contract requires. And our co-design approach with service users means the platform will be shaped by the people who use it, not by our assumptions.</div>
</div>
</div>
<!-- Slide 12: Key Differentiators -->
<div class="slide" id="slide-12">
<span class="slide-number">12 / 13</span>
<h2>Why We Win This</h2>
<p>What will set our proposal apart from the other shortlisted agencies:</p>
<div class="card" style="margin-top: 8px;">
<ol>
<li><strong>We reference their specific design preferences.</strong> Brook, Viamaster, KodeWithKlossy, Heroines Inc. Most bidders will not mention these.</li>
<li style="margin-top: 14px;"><strong>We address every integration they asked for.</strong> Including the AI chatbot. Most agencies will dodge that one.</li>
<li style="margin-top: 14px;"><strong>Service user co-design is central to our discovery.</strong> Not an afterthought or a line in the proposal. It is how we work.</li>
<li style="margin-top: 14px;"><strong>We explain the third-party LMS question.</strong> They asked about Teachable/Thinkific. We answer it directly and explain our recommendation. This shows we read the brief.</li>
<li style="margin-top: 14px;"><strong>All 4 pricing models for training.</strong> Individual purchase, subscription, bulk discounts, and free access codes. Complete coverage.</li>
<li style="margin-top: 14px;"><strong>5-year partnership with quarterly reviews.</strong> Not just hosting. A genuine ongoing relationship with accountability.</li>
<li style="margin-top: 14px;"><strong>BBC, ITV, and The Guardian credentials.</strong> Mention these in the interview. Social proof matters to a panel that includes volunteers and service users.</li>
<li style="margin-top: 14px;"><strong>3+ year average client retention.</strong> Byron, Linkilaw, Carbon Integration. Proves we do not disappear after launch.</li>
<li style="margin-top: 14px;"><strong>Be honest about sector experience.</strong> Our portfolio is commercial brands. Frame it as a strength: "We will bring the polish of a commercial brand with the accessibility your communities deserve." Do NOT claim charity experience we do not have.</li>
</ol>
</div>
</div>
<!-- Slide 13: Action Items -->
<div class="slide" id="slide-13">
<span class="slide-number">13 / 13</span>
<div style="margin-bottom: 20px;"><img src="maad-house-logo.png" alt="Maad House" style="height:22px;width:auto;opacity:0.5;"></div>
<h2>Your Checklist</h2>
<ul class="checklist">
<li>Review the V2 proposal document</li>
<li>Review the V2 proposal presentation</li>
<li>Flag any concerns to Yohay before 12 March</li>
<li>Submit proposal to admin@mesmac.co.uk before 9am, 16 March</li>
<li>Prepare interview talking points</li>
<li>Book travel to Leeds for 24 March</li>
<li>Research MESMAC services: visit mesmac.co.uk and bookatest.mesmac.co.uk</li>
<li>Review the 4 reference websites: Brook, Viamaster, KodeWithKlossy, Heroines Inc</li>
</ul>
<div class="highlight-box" style="margin-top: 24px;">
<p><strong>Bottom line:</strong> We have a strong proposal that addresses everything they asked for. Your job is to know it, own it, and present it with the empathy and confidence that wins the room.</p>
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