Build an Agency Proposal Comparison and Handoff Tool for SMBs

1. 1

   Normalize the proposal chaos

   Parse uploaded proposals into a standard schema: deliverables with quantities, what is one-time versus recurring, team seniority actually assigned, reporting cadence, contract length, termination terms, and who owns the accounts and creative. The side-by-side table with an explicit missing-from-this-proposal row is the product's whole first impression.

2. 2

   Flag the traps buyers cannot see

   Encode the patterns experienced buyers know: ad accounts opened under the agency's ownership, setup fees rebranded as strategy, vague deliverables with no quantities, auto-renewing terms with ninety-day notice windows, and pricing that quietly excludes ad spend. Each flag explains why it matters and what to ask, converting anxiety into a negotiation agenda.

3. 3

   Generate the decision brief owners forward

   A clean brief: comparison table, flags per proposal, questions to send each agency, and a scoring worksheet weighted by the buyer's priorities. Owners forward this to partners and advisors before deciding, which is precisely how the tool spreads.

4. 4

   Build the breakup module for the other end

   A guided offboarding: the asset-recovery checklist (ad accounts, analytics, domains, socials, creative files, historical reports), templated request emails with reasonable deadlines, transfer verification steps, and a countdown against the notice period. This is a distinct moment of high motivation and near-zero tooling, and it makes the product a full-lifecycle relationship, both hiring and unwinding.

5. 5

   Price per moment, not per month

   A per-decision price for the comparison brief and a per-offboarding price for the exit kit fit how rarely each event happens per business; an agency-search season pass bundles both. The volume buyers are the advisors: fractional CMOs, bookkeepers, and SMB consultants who shepherd many such decisions a year and want a multi-client tier.

6. 6

   Publish the patterns as authority

   Aggregate, anonymized findings (how often proposals omit account ownership, average lock-in lengths by vertical) make citable content that owners and journalists share. Honest agencies will endorse the transparency because clean proposals win under your lens; let them, publicly.

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