Chrysal × Afdeling Online / RFP 2027

Proposal & investment

Proposal · RFP v2.1

Proposal & investment

Chrysal Website 2027 · Extended draft · 19 October 2026

Afdeling Online

Branding · Web · Marketing

www.afdelingonline.nl

Draft, not yet binding

Chrysal · New website 2027

From a shared direction
to a website that works.

We connect strategy, brand, customer journeys and technology in one practical way of working. Each phase builds on the previous one, delivers something concrete and makes clear what Chrysal is approving. First a strong, feasible foundation; then targeted deepening and expansion.

Go directly to the investment

01 · The proposal

How we work together towards launch.

Nine steps, corresponding one-to-one with the nine items in Core launch scope: the same numbering, order and naming. The timeframe for each step shows when we work on it. The budget order is not a strict timeline: the content entry workshop starts before launch, project management runs from the start and SEO/GEO migration continues until two weeks after go-live. Week numbers are indicative from the agreed project start.

01
Weeks 1–2 · DiscoveryRFP 1–5 · 9–10

Discovery: site structure, navigation, customer journeys, content model, CMS and localisation

Determining the direction together

We do not start over, but build on our knowledge of Chrysal, the current Analytics and Ads and the information held by the client team. In a pragmatic strategic session, we connect objectives, target audiences and the six customer journeys. We look at what already works well and only add where there are gaps. This leads to the site structure, the content model and the agreements on languages and markets. The SEO/GEO migration already starts here with the baseline measurement, AI baseline measurement and inventory of existing URLs; we incorporate these insights into the structure and priorities.

Core item 01 · 12 hours · €1,428

Core item 01 · 12 hours · €1,428

What we deliver

A shared starting point: customer journeys, navigation, content relationships, launch priorities and a practical objectives and measurement framework.

Coordination & approval

Go/no-go 1: Chrysal's product owner confirms the structure, priorities and defined launch scope. Additional target audience research is not included.

This starting point becomes the design brief: every page and building block gets a clear role in the customer journey.

02
Weeks 3–6 · DesignRFP 4–6 · 10

Visual design and block library · 5 unique page designs

Making the strategy visible and usable

Branding, web and marketing translate the same customer journeys into five unique page designs and a recognisable block library. We establish what information, substantiation and call-to-action each target audience needs. Imagery and functional motion make Chrysal's added value understandable; fixed building blocks keep the website practical to manage. Wireframes and a clickable prototype can be added beforehand as an extension.

Core item 02 · 24 hours · €2,856

Core item 02 · 24 hours · €2,856

What we deliver

Five page designs and reusable building blocks, with agreements on content, imagery, interaction and editing.

Coordination & approval

Go/no-go 2: Chrysal consolidates the feedback and approves the design. We allow for a maximum of two feedback rounds per design and a response within five working days.

The approved designs and the content model together form the basis for the build, without a new handover between separate agencies.

03
Weeks 6–13 · DevelopmentRFP 7–11 · 13

Development: WordPress blocks, content types, languages and markets, search and filters, contact and distributor overview, forms and technical SEO/GEO foundation

Building a working foundation

Our developers build WordPress around the approved blocks and content types. Search, filters, forms, distributors and local contact routes align with the customer journeys. We provide the technical SEO/GEO foundation. The separate measurement line item aligns with the same core actions during the build. The platform is given room for future domains, integrations and AI, without already building those extensions into the launch.

Core item 03 · 46 hours · €5,474

Core item 03 · 46 hours · €5,474

What we deliver

A working test website with editable blocks, a language and market layer, search functionality and validated core measurements.

Coordination & approval

In the brief weekly check-in, we review progress and open choices. New requests are estimated first; we do not start additional work without agreement on scope, costs and schedule.

As soon as the building blocks are usable, the editors learn to work with them and content entry can start alongside the build.

04
Weeks 6–13 · Setup during the build; validation in weeks 19–20RFP 2 · 11 · 13

Analytics, Tag Manager and consent

Making objectives measurable

We translate the measurement framework from discovery into the agreed core actions in Analytics and Tag Manager. Mike and our online strategist determine which forms, contact actions and downloads contribute to the customer journeys. Our specialist sets up the measurement and consent-driven tags; Chrysal has the person responsible for privacy review the consent choices. This is the basic setup, not a separate extensive reporting project.

Core item 04 · 2 hours · €238

Core item 04 · 2 hours · €238

What we deliver

Configured core measurements, event definitions and consent-driven tags that are checked during the acceptance test.

Coordination & approval

Chrysal confirms the selected core actions and consent agreements. During acceptance testing, we jointly check whether the actions are measured correctly.

The measurements are tested together with the customer journeys before launch approval.

05
Weeks 19–20 · Acceptance testRFP 11–13 · 19

Testing and quality control, including an accessibility check

Establishing together that the website is ready

We check functionality, measurements, redirects and accessibility at a basic level. Chrysal tests the agreed customer journeys and editorial tasks with real content. Findings are consolidated, addressed and checked again. The more extensive WCAG 2.2 AA scan is a separate building block; it is not the same as the included basic check.

Core item 05 · 4 hours · €476

Core item 05 · 4 hours · €476

What we deliver

A tested website, a verified migration and an overview of resolved findings and any follow-up points.

Coordination & approval

Go/no-go 3: the product owner explicitly approves the launch after the agreed acceptance points have been checked.

Only after this approval do we take the website live in a controlled manner, with monitoring and a recovery route ready.

06
Weeks 21–22 · Launch after the go/no-goRFP 12 · 15 · 17–18

Launch

Going live in a controlled manner

The appendix provides for launch in late May or early June 2027, after the Mother's Day peak. This is a target window: the definitive start date, content availability and approval dates determine feasibility. On the agreed working day, our developers take the approved website live. Chrysal keeps the product owner, IT and contact follow-up available. We check the production environment, forms and measurements and keep the recovery route ready. The two weeks of migration monitoring are included in line item 09.

Core item 06 · 4 hours · €476

Core item 06 · 4 hours · €476

What we deliver

A live platform, verified forms and measurements and a documented handover of the production environment.

Coordination & approval

Chrysal confirms delivery and handover. Longer monitoring in weeks 3–6, a content roadmap and future features are only added following separate approval.

The foundation remains in place; block two deepens the implementation and block three adds targeted new capabilities.

07
Weeks 11–18 · Workshop from week 11; content ready in week 18RFP 7 · 9 · 12 · 14

Content entry workshop, documentation and migration templates

Enabling the editorial team to work independently

In week 11, we organise the content entry workshop. Chrysal supplies and enters the content and images; we provide support with migration templates, brief documentation and an SEO/GEO publishing guide. Global content is translated as a first version using DeepL and reviewed locally. During the workshop, editors work with real Chrysal content and practise using the blocks, language versions and publication. Mike coordinates the editorial choices directly with our specialists; local teams check the translations.

Core item 07 · 6 hours · €714

Core item 07 · 6 hours · €714

What we deliver

A content entry workshop with real editorial tasks, brief documentation, migration templates and an SEO/GEO publishing guide. Chrysal supplies and enters the content and reviews the market versions.

Coordination & approval

Chrysal oversees content and local approval; the content deadline is week 18. Content, claims, images and translations must be ready before the acceptance test.

With the content in place, we test complete customer journeys, not just empty templates.

08
From week 1 until handover · Ongoing alongside all other stepsRFP 15 · 18 · 20

Project management

Maintaining direct communication and clear decisions

Mike communicates directly with the strategists, designers and developers involved. One product owner at Chrysal consolidates feedback and has the authority to confirm choices. We hold a brief weekly check-in, record decisions and dependencies, and monitor the content deadline, budget and approval points. This keeps coordination practical and avoids unnecessary handovers.

Core item 08 · 4 hours · €476

Core item 08 · 4 hours · €476

What we deliver

An up-to-date schedule, an overview of decisions and actions, and visibility of scope, budget, content deadlines and responsibilities.

Coordination & approval

Chrysal provides consolidated feedback within five working days. Scope changes are assessed for time and cost before implementation; additional work only starts after explicit approval.

This item supports all steps from the start; the four budgeted hours are one total, not an amount per step.

09
From week 1 · Preparation and validation before launch; monitoring until 2 weeks afterwardsRFP 7 · 12 · 17–19

SEO/GEO migration: baseline measurement, URL inventory, redirect mapping, technical validation, AI baseline measurement and 2 weeks of monitoring

Protecting existing search visibility

Our SEO/GEO specialist starts during discovery with the baseline measurement, AI baseline measurement and URL inventory. Together with Mike, we determine which existing content and search value must be retained. During content entry, we map old URLs to the new structure: priority redirects manually, the others by pattern. Developers and SEO specialists validate the mapping before go-live and check the production environment and search visibility for two weeks after launch.

Core item 09 · 22 hours · €2,618

Core item 09 · 22 hours · €2,618

What we deliver

Baseline measurements, URL inventory, redirect mapping, technical migration validation and an overview of findings from two weeks of monitoring.

Coordination & approval

Chrysal confirms the choices for retaining, merging or removing content. The migration checks are part of the go/no-go; monitoring concludes with a joint review. Extension in weeks 3–6 belongs to block two.

This item runs in parallel from discovery until after go-live. All activities together fall within the one-off item of 22 hours.

Direct communication, clear decisions.

Mike and the Chrysal team communicate directly with the strategists, designers and developers involved. Chrysal needs one product owner with authority: approximately half a day per week, more during discovery and testing. Stakeholders join one or two sessions; subject-matter experts and local marketers oversee content and translations. A brief weekly check-in keeps decisions and progress aligned.

The detailed elaboration in our RFP response provides direction. The blocks below determine the included depth of implementation: extensive research, an SEO/GEO content calendar, longer monitoring and future features are not automatically part of the base scope. We agree on the budget and acceptance points for each phase in advance.

02 · The investment

A clear foundation. Expanding where it adds value.

The hours and amounts follow the new appendix. One-off work: €119 per hour. Monthly additional work: €108 per hour. We work with an agreed budget (budget allowance) per phase; all amounts exclude VAT.

Commercial draft source: appendix with document date 30 October 2026. Amounts, scope and service agreements will be definitively confirmed before commissioning. Expanding adds no costs; only checked extensions count.

The recommended base proposal: a pragmatic launch with the necessary structure, five page designs and an extensible WordPress platform. All nine work packages from the appendix appear above with exactly the same names in the collaboration steps. Each step has one corresponding budget item. Parallel or ongoing activities are not charged again.

Item / work packageHoursRateAmount
Item 01Discovery: site structure, navigation, customer journeys, content model, CMS and localisation
Weeks 1–2 · Discovery
12€119€1,428
Item 02Visual design and block library · 5 unique page designs
Weeks 3–6 · Design
24€119€2,856
Item 03Development: WordPress blocks, content types, languages and markets, search and filters, contact and distributor overview, forms and technical SEO/GEO foundation
Weeks 6–13 · Development
46€119€5,474
Item 04Analytics, Tag Manager and consent
Weeks 6–13 · Setup during the build; validation in weeks 19–20
2€119€238
Item 05Testing and quality control, including an accessibility check
Weeks 19–20 · Acceptance test
4€119€476
Item 06Launch
Weeks 21–22 · Launch after the go/no-go
4€119€476
Item 07Content entry workshop, documentation and migration templates
Weeks 11–18 · Workshop from week 11; content ready in week 18
6€119€714
Item 08Project management
From week 1 until handover · Ongoing alongside all other steps
4€119€476
Item 09SEO/GEO migration: baseline measurement, URL inventory, redirect mapping, technical validation, AI baseline measurement and 2 weeks of monitoring
From week 1 · Preparation and validation before launch; monitoring until 2 weeks afterwards
22€119€2,618
Total block one · one-off124—€14,756

These five extensions strengthen preparation, content and quality assurance. Select them individually or add the entire recommended block. Block one plus all extensions: €22,610.

SelectionBuilding blockHoursRateAmount
—Wireframes and clickable prototype of the main templatesFirst validate the page structure and user routes, before further visual development.16€119€1,904
—Keyword, question and intent research · EnglishConnecting search queries and intents per target audience to content and customer journeys.10€119€1,190
—SEO/GEO content strategy and knowledge base roadmap · first 6 monthsTranslating the strategic objectives into a focused publication calendar and channel advice.12€119€1,428
—WCAG 2.2 AA scanA more extensive accessibility scan, in addition to the basic check in block one.16€119€1,904
—Extended aftercare: monitoring in weeks 3–6 and AI baseline measurement with 100 promptsLonger follow-up after launch and a more extensive measurement picture of AI discoverability.12€119€1,428
Total all building blocks66—€7,854
Full recommendation · blocks one + two190—€22,610

Separate extensions on top of block one or two. The appendix lists indicative amounts here, not established hours: we therefore do not enter hours that have not been agreed. Each module first receives its own scope definition and approval.

SelectionExtensionIndicative investment
—Keyword research per additional languagePer language. A separate estimate will follow for multiple languages; the selection counts one language.€1,190per language
—Training videos and customer questions and FAQ workshopAn addition to the included content entry workshop and brief documentation.€952 – €1,428
—Lab-proof content: before/after visuals and time-lapsesAgree on the details and available source material in advance; have comparative claims reviewed.€1,904 – €2,856
—AI-assisted search of approved contentWith source attribution and handover to an expert. Usage costs are separate.€4,760 – €7,140+ usage costs
—Regional e-commerce · WooCommerce · first regionFirst region; determine payments, VAT, logistics and product source in advance.€7,140 – €10,710
—CRM integration for lead routing per marketDefine the boundaries of data flow, system access and routing in advance.€1,904 – €3,808
—PIM or DAM integrationPer defined integration; assess specifications and source quality first.€2,856 – €4,760
—Personalisation per target audience or marketBased on an agreed user need and privacy framework.€2,856 – €4,760

Selected one-off investment

€14,756

Block one · excl. VAT · draft

Fixed monthly costs: €240

Project + 12 months of hosting and plugins

€17,636

Excluding CookieYes, optional optimisation, usage costs and additional operation of extensions.

Hosting, maintenance and recurring costs

ItemPer monthPer year
Managed dedicated hosting and maintenanceUpdates, security, backups and monitoring€214€2,568
PluginsMultilingual functionality with DeepL, search and SEO€26€312
Fixed monthly costs€240€2,880
Optional: SEO/GEO monitoring and optimisation · 6 hours€648€7,776

Gravity Forms and ACF Pro are included. DeepL usage is included under normal usage. We work with clients using CookieYes and Cookiebot; CookieYes is our most-used platform and proposed first choice for Chrysal. Cookiebot is an alternative, not an additional required platform. Chrysal subscribes to the agreed consent platform itself, separately from the fixed monthly costs. The appendix indicates CookieYes from €7 per month; the current plan, domains, pageviews and licence cost must be confirmed before commissioning. Additional support outside hosting is carried out at €108 per hour, always after prior approval.

Chrysal writes, supplies and enters content and images. All market versions are included in the launch, with centrally translated content and local review. Local elaboration beyond contacts, availability and CTAs follows after launch.

Not included in the base scope: copywriting, separate translation work, photography and video, AI functionality, e-commerce and system integrations. Apart from analytics and consent, there are no live integrations at launch. An extensive content strategy and prototype belong to block two.

We request consolidated feedback within five working days and allow for a maximum of two feedback rounds per design. A scope change is assessed for time, costs and management before implementation. Budgets, start date, payment agreements and final scope are confirmed upon commissioning.

The appendix proposes support on working days from 09:00–17:00 CET, via email, ticket and telephone. Critical incidents: response within two working hours, aiming for resolution within one working day. High priority: response within four working hours. Normal enquiries: within two working days. These are draft agreements, not an absolute resolution guarantee.

Escalation runs from developer to Marco de Zeeuw and then Jaap Schepers. According to the proposal, errors in delivered work are corrected free of charge for up to three months after launch. The base scope includes two weeks of active migration monitoring; block two can add monitoring in weeks 3–6.

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