Proposal · RFP v2.1
RFP response
Chrysal Website 2027 · Extended draft · 19 October 2026
The chapters and requests in the RFP
A clear response to every RFP chapter.
The response follows the 24 chapters and the associated requests in the Chrysal RFP v2.1. Retaining the original numbering and English titles, we elaborate on our response, approach, concrete deliverables and the added value of Afdeling Online for each chapter.
Project context
The strategic challenge
From product supplier to integrated solutions partner. Analyses and existing audience knowledge guide customer journeys, launch priorities and the digital brand experience.
Project objectives
Goals that provide direction
Goals should not just exist on paper. We translate the strategic session and customer journeys into practical documents: a measurement plan in Google Analytics, an SEO/GEO content calendar, cross-media channel advice and concrete actions on the website.
Audiences and growth domains
Target audiences and growth
A logical consequence of the strategic session and the measurement plan: for each target audience and persona, we make clear what they are looking for, which KPIs track them and what that means for the design. Growers, bouquet makers and retailers are central; new domains grow within the same foundation.
Priority customer journeys
From customer question to appropriate help
Six priority journeys connect a question to knowledge, evidence, a solution and a relevant local next step.
Content and proposition model
Knowledge and solutions connected
Five independent content domains are connected through managed relationships, not forced into one rigid product structure.
Mandatory digital brand experience
A premium digital brand experience
A recognisable digital evolution of Chrysal: knowledgeable as a Sage, approachable and engaged as a Caregiver.
Mandatory SEO and GEO leadership
Authority in search engines and AI
SEO and GEO start with findable, reliable, well-structured and substantiated expertise.
Search and AI functionality
Search before AI for AI’s sake
Good conventional search functionality at launch. AI only when a validated user need justifies it.
Global/local architecture
One international foundation
Shared brand and content principles with controlled local language, availability, cases and contact routes.
Mandatory CMS and editor autonomy
Independent editing
The website proposal recommends WordPress with a managed block editor and reusable patterns within brand agreements.
Conversion and measurement
From reach to commercial value
Five measurement levels connect authority, engagement, intent, commercial contribution and editorial adoption.
Mandatory SEO/GEO migration
Protecting existing value
Migration begins with an inventory and baseline measurement and ends with verified redirects and intensive monitoring.
Technical and non-functional requirements
Quality as part of the build
Performance, WCAG 2.2 AA, privacy, security, integrations and recoverability are tested throughout the project.
Mandatory training, adoption and handover
Adoption is a deliverable
Training, documentation and handover are a mandatory part of the launch, not an optional extra.
Project scope and phasing
Ambition achievable in phases
Seven phases with decisions on concrete deliverables. The core platform remains complete; additional execution volume and features are separate.
Budget and commercial approach
Three transparent investment blocks
Core is the foundation. Recommended expands the elaboration. Future options are selected and estimated separately.
Post-launch service and SLA
Continuity after launch
A draft SLA with clear severity levels, service hours, escalation and responsibility, still to be confirmed internally.
Expected project approach and 2027 roadmap
A realistic roadmap for 2027
Approximately 24 weeks from kick-off to stabilisation, with a start on 11 January 2027 and a launch in late May or early June as a planning example.
Expected deliverables
Delivering concrete products
Each phase ends with demonstrable deliverables and an acceptance decision, not just an account of hours spent.
Proposal requirements
The proposal in ten parts
The executive summary, strategy, UX, SEO/GEO, technology, migration, team, roadmap, commercial aspects and risks are explicitly brought together.
Questions for potential partners
Eleven questions, explicit answers
All eleven partner questions are answered separately with choices, approach, concrete outcomes and considerations.
Evaluation criteria
Alignment with the assessment criteria
Strategy, UX, technology, findability, collaboration and value for money are linked to concrete evidence.
Selection process
From selection to a shared starting point
Clarification and a focused working session support an informed partner choice, followed by an explicit commission and discovery.
Additional information and assumptions
Assumptions visible, decisions explicit
Volume limits, content, integrations, team, services and costs remain explicit until they have been validated.
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