{
  "schemaVersion": 1,
  "demo": true,
  "title": "Northstar Launch / Client proposal",
  "brand": {
    "name": "Northline Studio",
    "theme": "midnight"
  },
  "sender": {
    "name": "Northline Design",
    "contact": "Fictional team / replace before client delivery"
  },
  "client": {
    "name": "Northstar Launch",
    "contact": "Fictional client / no external recipient"
  },
  "issuedDate": "2026-10-09",
  "validUntil": "2026-10-16",
  "startDate": "2026-10-19",
  "currency": "USD",
  "situation": "Fictional Northstar Launch project. Compare reviewed page, launch and creative handoff scopes. All fees and commitments are illustrative.",
  "outcomes": [
    "Help a visitor understand which workflow fits their task.",
    "Give the launch a consistent visual and editorial direction.",
    "Define a reviewable handoff for creative files and measurement."
  ],
  "sources": [
    {
      "id": "catalog",
      "title": "Northstar Launch / authored practice brief",
      "reference": "examples/proposal.json / authored practice facts"
    },
    {
      "id": "motion",
      "title": "Fictional creative request",
      "reference": "Client requests one short collection film"
    },
    {
      "id": "carousel",
      "title": "Fictional brand brief",
      "reference": "Client requests six cards with editable artwork"
    }
  ],
  "requirements": [
    {
      "id": "clear-story",
      "text": "Explain the value of a tested, editable workflow with concrete first-run examples.",
      "sourceIds": [
        "catalog"
      ]
    },
    {
      "id": "coordinated-launch",
      "text": "Carry the product story across launch pages and social cards.",
      "sourceIds": [
        "catalog",
        "carousel"
      ]
    },
    {
      "id": "creative-system",
      "text": "Create a coherent motion and visual direction for future editorial releases.",
      "sourceIds": [
        "motion",
        "carousel"
      ]
    },
    {
      "id": "measurement",
      "text": "Define the events and review questions needed to evaluate the launch; current conversion measurements are not supplied.",
      "sourceIds": [
        "catalog"
      ]
    }
  ],
  "deliverables": [
    {
      "id": "story-map",
      "title": "Editorial story map",
      "description": "A message hierarchy and page outline grounded in the supplied product references. Proposed messages remain drafts until reviewed.",
      "requirementIds": [
        "clear-story"
      ],
      "acceptance": [
        "Map each proposed message to a supplied reference.",
        "Review the page outline and one round of copy revisions."
      ],
      "owner": "Studio editor",
      "startWeek": 1,
      "endWeek": 1
    },
    {
      "id": "launch-pages",
      "title": "Launch page system",
      "description": "A responsive introduction, workflow explanation and publishing handoff using the approved story map.",
      "requirementIds": [
        "clear-story",
        "coordinated-launch"
      ],
      "acceptance": [
        "Review the three page states at desktop and mobile widths.",
        "Deliver editable source and a publishing checklist."
      ],
      "owner": "Studio designer",
      "startWeek": 2,
      "endWeek": 3
    },
    {
      "id": "social-cards",
      "title": "Branded social carousel",
      "description": "Six editorial cards in portrait, square and wide formats, with editable artwork and a proposed posting order.",
      "requirementIds": [
        "coordinated-launch",
        "creative-system"
      ],
      "acceptance": [
        "Inspect every exported card for text fit.",
        "Deliver PNG and editable SVG with brand tokens."
      ],
      "owner": "Studio designer",
      "startWeek": 3,
      "endWeek": 3
    },
    {
      "id": "art-film",
      "title": "Editorial motion story",
      "description": "A proposed 30-second collection film in three canvas formats, with an editable storyboard and caption files.",
      "requirementIds": [
        "creative-system"
      ],
      "acceptance": [
        "Review narrative and a draft before final rendering.",
        "Inspect all three videos and hand over the storyboard."
      ],
      "owner": "Motion designer",
      "startWeek": 3,
      "endWeek": 4
    },
    {
      "id": "event-contract",
      "title": "Measurement handoff",
      "description": "A draft event contract and launch review checklist. Instrumentation, traffic collection and performance claims are outside this quote.",
      "requirementIds": [
        "measurement"
      ],
      "acceptance": [
        "Review event names, deduplication and review windows.",
        "Record unknown baselines explicitly."
      ],
      "owner": "Product analyst",
      "startWeek": 4,
      "endWeek": 4
    }
  ],
  "offers": [
    {
      "id": "focus",
      "title": "Focus",
      "summary": "Clarify the story and make the next click understandable.",
      "deliverableIds": [
        "story-map",
        "launch-pages"
      ],
      "items": [
        {
          "id": "story-map",
          "label": "Story and message hierarchy",
          "deliverableId": "story-map",
          "quantity": "1",
          "unitPrice": "350.00"
        },
        {
          "id": "launch-pages",
          "label": "Responsive page system",
          "deliverableId": "launch-pages",
          "quantity": "1",
          "unitPrice": "450.00"
        }
      ],
      "discountPercent": "0",
      "taxPercent": "0"
    },
    {
      "id": "launch",
      "title": "Launch",
      "summary": "Add a coordinated social sequence to the page system.",
      "deliverableIds": [
        "story-map",
        "launch-pages",
        "social-cards"
      ],
      "items": [
        {
          "id": "story-map",
          "label": "Story and message hierarchy",
          "deliverableId": "story-map",
          "quantity": "1",
          "unitPrice": "300.00"
        },
        {
          "id": "launch-pages",
          "label": "Responsive page system",
          "deliverableId": "launch-pages",
          "quantity": "1",
          "unitPrice": "450.00"
        },
        {
          "id": "social-cards",
          "label": "Six-card creative set",
          "deliverableId": "social-cards",
          "quantity": "1",
          "unitPrice": "350.00"
        }
      ],
      "discountPercent": "7.5",
      "taxPercent": "20"
    },
    {
      "id": "studio",
      "title": "Studio",
      "summary": "Build the complete editorial, motion and measurement handoff.",
      "deliverableIds": [
        "story-map",
        "launch-pages",
        "social-cards",
        "art-film",
        "event-contract"
      ],
      "items": [
        {
          "id": "story-map",
          "label": "Story and message hierarchy",
          "deliverableId": "story-map",
          "quantity": "1",
          "unitPrice": "300.00"
        },
        {
          "id": "launch-pages",
          "label": "Responsive page system",
          "deliverableId": "launch-pages",
          "quantity": "1",
          "unitPrice": "450.00"
        },
        {
          "id": "social-cards",
          "label": "Six-card creative set",
          "deliverableId": "social-cards",
          "quantity": "1",
          "unitPrice": "350.00"
        },
        {
          "id": "art-film",
          "label": "Three-format motion story",
          "deliverableId": "art-film",
          "quantity": "1",
          "unitPrice": "850.00"
        },
        {
          "id": "event-contract",
          "label": "Measurement specification",
          "deliverableId": "event-contract",
          "quantity": "1",
          "unitPrice": "300.00"
        }
      ],
      "discountPercent": "0",
      "taxPercent": "20"
    }
  ],
  "paymentStages": [
    {
      "id": "kickoff",
      "label": "Kickoff",
      "percent": "40",
      "trigger": "After scope and dates are agreed"
    },
    {
      "id": "review",
      "label": "Draft review",
      "percent": "40",
      "trigger": "After the agreed draft is presented"
    },
    {
      "id": "handoff",
      "label": "Final handoff",
      "percent": "20",
      "trigger": "After the agreed acceptance review"
    }
  ],
  "assumptions": [
    "The client, studio, facts and fees are fictional practice material.",
    "The client provides source copy and asset rights before the proposed start.",
    "One consolidated review round is included per deliverable. Calendar dates remain tentative until availability is confirmed."
  ],
  "exclusions": [
    "Paid media spend, production hosting and third-party subscriptions.",
    "Authentication, payment implementation and external publishing.",
    "Claims of sales, growth or conversion improvement without measured evidence."
  ],
  "nextSteps": [
    "Select the scope that matches the current priority.",
    "Confirm uncovered requirements, supplied tax treatment and the illustrative fee structure.",
    "Agree owners and dates, then issue a separate approved engagement document."
  ]
}