Potrero Group
Project proposal
Our purpose
We create joyful, equitable, inclusive digital experiences that enable changemakers to do their best work.
We create inclusive websites and future-forward technologies
for organizations driving transformational change.
for credit unions and community-first finance.
for educators making learning accessible to all.
for nonprofits and foundations strengthening communities.
for organizations protecting people and planet.
for fellow B Corps and purpose-driven businesses.
Executive summary
Potrero Group is ready for a website that matches where the firm is today. Fifteen years of steady growth have carried Potrero well beyond its early conservation work, into leadership advisory, executive and board search, and strategic planning for a widening range of organizations. This project brings the site up to date with the firm's current reach. It also gives Potrero's two audiences, prospective clients and the candidates it places, a clearer path through the site.
Founded in 2009, Mangrove brings years of research, thought leadership and best practices to digital design and development. We help mission-driven teams bring clarity to complex information, so their websites support focused growth and impact.
Challenges & opportunities
Repositioning beyond conservation
Potrero built its name in public lands and conservation but now spans leadership advisory, exec/board search, and strategic planning. The site hasn't caught up to that shift. With new audiences and messaging defined, it can present the reality of the firm's current impact and reach.
Two audiences, opposite needs
Recruiting leaders is one part of Potrero's practice. This brings two distinct audiences to the site: clients who hire the firm, and candidates seeking placement. Each is looking for something different, and the new site needs to offer them clear, distinct paths.
A platform the team can manage
A rebuild on modern WordPress replaces the fifteen-year-old site with reusable blocks and patterns, giving the lean Potrero team the flexibility to build and update pages themselves, with room to support events, webinars, and thought leadership as the work grows.
Our approach
Our approach to this project is structured in three phases, all building towards a site that reflects the full breadth of Potrero's work today and gives your two core audiences a clear path to what they need.
Each phase is designed to take work off your team: we lead discovery and structure the build (coordinated closely with Wayward Kind) so content and navigation are handled once rather than duplicated, and hand you a modular WordPress site your team can confidently manage after launch.
Project phases
- 1 Kickoff, scoping & discovery
- 2 Design and content creation
- 3 Development, QA, training & launch
Kickoff, scoping & discovery
Connect and align on expectations, timeline, and ways of working.
Mangrove leads structured discovery sessions with project stakeholders, building on the audience and messaging work already done with Wayward Kind, to confirm goals, priorities, and key challenges.
We assess your current content and technical landscape while defining site structure (sitemap & wireframes) and project priorities.
We deliver a Creative Strategy presentation and a comprehensive Project Plan — including a Creative & Technical Brief, refined scope, and updated timeline.
Client expectations
Prepare for and participate in discovery, provide required back-end access, and collaborate through timely feedback, approvals, and ongoing engagement.
Design & content creation
Shape how your site looks, feels, and communicates.
Mangrove establishes a clear visual direction through moodboards, then creates responsive mockups of key pages to define the overall look and feel.
We develop a flexible system of custom content blocks and page templates to support scalable, consistent page building.
In parallel, messaging and content structure are refined in coordination with Wayward Kind, so story, design, and user needs move together.
Client expectations
Provide sample content and collaborate with Mangrove through timely feedback, approvals, and asset procurement as needed.
Development, QA, training & launch
Mangrove develops a flexible, editable website based on the approved design system, using custom blocks and content types, and integrating core functionality and analytics.
Content is integrated and the site is tested for performance, accessibility, and overall quality.
Training and documentation are provided ahead of Client QA to support effective review and content management.
Following launch, Mangrove provides a post-launch warranty, with optional digital partnership tiers to support ongoing improvements and site evolution.
Client expectations
Provide finalized content at the start of development, support launch readiness, and participate in QA through timely, consolidated feedback.
Thoughtful execution at every step
Working with Mangrove means a process that is structured, collaborative, and designed to support your team.
Clarity at every step
Clear timelines, defined roles, and thoughtful facilitation keep the project moving forward with confidence — no guesswork or chasing updates.
Strategic, not just tactical
We don't just execute — we help guide decisions, prioritize what matters, and keep the project aligned with your goals.
Designed to reduce your load
From working with content partners to managing feedback and approvals, we structure the work to make participation straightforward and efficient for your team.
Proactive and responsive
We anticipate needs, surface risks early, and stay responsive so nothing stalls or gets stuck.
A partner you can count on
Our team brings deep, focused expertise in their craft, and the experience to know how the pieces fit together.
Discovery, first
We take the time to understand your audiences, content, and how your site works, so we have a clear foundation for everything that follows.
Design with depth
Our designers are visual problem-solvers who translate your brand into a flexible digital system that feels intuitive to use and holds up over time.
Content that connects
The storytellers we partner with craft messaging that resonates with real people and works with the ways they find and engage with your site.
Technology, purposefully applied
Our developers are as fluent in strategy as they are in code, so every technical decision serves your goals, not just the build.
A result that performs and evolves
A backend built for you
Your website backend is intuitive and designed around how you actually work, so updating content is straightforward, not technical.
Custom and curated
Every component is thoughtfully designed to reflect your organization's voice and goals — a cohesive experience that supports your story.
Modular flexibility that lasts
Reuse, adapt, and expand components over time without starting from scratch — your site grows with you.
Scalable, reliable technology
Modern tools keep your site secure, stable, and ready for what's next — whatever that looks like for your organization.
Project details
Investment options
Tier 1 · Foundation
The essential path to a modern, accessible WordPress site: discovery, a clear information architecture, and a modular build on the existing brand.
$40,000
Tier 2 · Extended
More room to design and optimize: a broader block library, WCAG A at launch, and a more complete analytics and SEO/AEO setup.
$50,000
Tier 3 · Robust
Our fullest engagement: extended discovery, the deepest block and content-type library, AA accessibility with manual testing, and AEO tuning.
$60,000
Investment options
| Tier 1 · Foundation | Tier 2 · Extended | Tier 3 · Robust | |
|---|---|---|---|
| Timeline | 5–7 months | 5–7 months | 5–7 months |
| Research & discovery | Discovery & strategic audit | Discovery & strategic audit | Extended discovery & strategic audit |
| IA & content | Sitemap, wireframes · content outlines for 12–15 pages | content outlines for 15–20 pages* | content outlines for 20–25 pages* |
| Design & development | Design system on the existing brand · 12–15 content blocks & 4–5 CPTs* · core content integration | 16–20 content blocks & 6–7 CPTs* | 20–25 content blocks & 7–9 CPTs* · full content integration |
| Accessibility | Best practices | WCAG Level A at launch | WCAG Level AA + manual testing |
| SEO/AEO + Analytics | Basic SEO/AEO best practices · GTM setup | GTM/GA + SEO/AEO setup package · basic metrics dashboard | + AEO: GA4/GTM, Custom Metrics dashboard & SEO+AEO technical audit |
| Training & handoff | User manual + training · 30-day warranty | + extended training | + 60-day warranty |
| Investment | $40,000 | $50,000 | $60,000 |
*Final counts confirmed during the technical strategy phase. Content strategy and copy are led by Wayward Kind and the Potrero team; Mangrove-led content strategy is available as an add-on. AEO = answer engine optimization.
Project timeline
We estimate approximately 5–7 months from start to finish. Our timelines are honest and based on decades of experience — they account for holidays, realistic client preparation and content-creation time, a 2–3 day turnaround for feedback, and our own working weeks.
If this feels long, let's talk — we're open to a V1/V2 launch or other creative solutions to uplevel your presence sooner. We are currently scheduling new projects in October 2026, on a first-come, first-served basis.
When can we start?
Once your project is fully confirmed, we'll schedule a start date and outline what comes next. We'll continue to refine the timeline together during Phase 1. The timeline may shift if signing or start is delayed, or if our capacity changes after this proposal.
Sample project timeline
| Oct | Nov | Dec | Jan | Feb | Mar | |
|---|---|---|---|---|---|---|
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
| Phase 1: Kick-off, scoping & delivery | ||||||
| Phase 2: Design & content creation | ||||||
| Phase 3: Development, QA, training & launch | ||||||
| Phase 4: Warranty, post-launch |
Content management system
We recommend WordPress for organizations, like Potrero, that need a flexible, easy to manage back end without added technical overhead. Its block and pattern system lets a lean team build and update pages quickly and independently.
A core advantage to using WordPress is that it is 100% open source and highly customizable, giving us more control as developers to build advanced functionality and customized editing experiences for clients.
WordPress CMS & hosting
Why WordPress?
A WordPress site is 100% owned and managed by the client — versus files living on a proprietary third-party platform.
Accessibility can be built directly into the user experience, and conformance to WCAG guidelines can be better controlled.
Website hosting
WordPress is free, but maintaining a site involves hosting, ongoing maintenance, and potential plugin fees.
We typically build on our WPEngine hosting account. We recommend WPEngine and a small handful of other WP-specific hosts for their attention to performance, security and scalability.
Accessibility & SEO
Accessibility
We use a combination of digital tools and optional manual testing to support compliance with current WCAG Level A or AA guidelines. Accessibility is considered throughout design and development.
Post-launch, we offer accessibility compliance monitoring as part of our digital partnerships.
If in scope, manual testing can be conducted by one of our trusted partners.
SEO and AEO
Accessibility and AI search reinforce each other: the same clean, well-structured markup that guides a screen reader is what AI crawlers and search bots follow, so building to WCAG doubles as a foundation for AEO — answer engine optimization, or being surfaced in AI-generated answers.
We ensure best practices during setup — installing an SEO plugin or third-party tool and setting up Google Analytics. At launch we re-index your new site and manage redirects and 404s. We can share best practice resources for keywords, meta descriptions, page titles and URL structure.
In-depth SEO/AEO services can be implemented under the direction of one of our partners.
Security & data privacy
Security
Our baseline security protocols meet current ISO 27001 A.9, A.12.4, A.13.1, and GDPR compliance.
Our digital partnership tiers include user authentication, firewall & malware protection, activity logging, SSL, and GDPR compliance.
Data privacy
We make recommendations based on the data-privacy requirements needed for your project (e.g. GDPR and CCPA).
Where appropriate, we may recommend third-party services to maintain compliance.
The benefit
Each partnership tier includes proactive stewardship and strategic guidance to optimize performance and support long-term progress.
Your website becomes a dependable asset that evolves alongside your impact.
If none of our partnership tiers suit your needs, our partner organizations offer smaller website management options.
Ongoing partnership & support
Mangrove offers ongoing digital partnerships that help organizations maintain, improve, and evolve their websites over time. We provide security updates, performance monitoring, and strategic enhancements that compound quarterly.
Through strategic planning, we help you focus on what matters next and deliver meaningful improvements throughout each quarter. Your website grows stronger and more capable, adapting to your organization's changing needs.
Using blocks to build pages
As part of the site architecture deliverables, we recommend block types based on what best fits the site's content and functionality needs. These flexible blocks can be chosen and reordered for any given page.
Pricing option clarification
Blocks
Content blocks are a foundational part of your site. The number and type included shape the range of layouts and functionality available across your pages.
A thoughtful set of reusable blocks helps your team create consistent, flexible pages without ongoing development support.
Content types (CPTs)
Custom post types help structure and manage repeatable content — news, events, case studies, or team members.
This content automatically populates across your site, appearing in lists, grids, or featured sections without being added in multiple places.
Pricing option clarification (cont.)
Content migration
Content volume and migration needs are confirmed during the technical strategy phase, and scope can be adjusted then. We are continually developing new ways to migrate content more effectively.
If additional migration support is needed beyond what's outlined, it can be scoped as an add-on. Our training also supports your team in taking a more hands-on approach, if preferred.
GTM/GA + SEO setup
If included: keyword research & analytics audit, GA goal-logic recommendations and setup, a reporting template with live data & campaign dashboard, and follow-up review/updates and reporting.
Case studies
Winnipeg Foundation
Inspiring generosity in Winnipeg, forever
The Winnipeg Foundation is Canada's first community foundation. Its previous site was outdated, hard to manage, and reliant on PDFs that kept content out of date and out of reach. We rebuilt it on WordPress, with the Gutenberg editor and page-building instructions embedded directly in the CMS so the team can maintain it themselves. We restructured the information architecture around distinct audiences — donors, grant seekers, and community partners — through user journey mapping sessions, and converted 200+ PDFs into accessible HTML to bring the site to WCAG Level AA.
Assiniboine Credit Union
Delivering inclusive, community-first banking and financial services in Manitoba
Assiniboine Credit Union (ACU) is a Manitoba-based financial organization and B Corp serving over 217,000 members. ACU needed a new public website to replace their existing custom platform. As the primary entry point to digital banking, it needed to be modern, accessible, and easy to maintain. We designed and built a custom site on HubSpot — already integrated into their marketing tools — making it easier for their team to manage content and creating a more seamless experience for users.
Testimonial
“Working with Mangrove on ACU's new website was a great experience. Their team really understood what we wanted, made the website look fresh, and made the whole process easy and enjoyable. Accessibility is crucial to ACU, and Mangrove kept it top of mind — building a strong base for the future.”
Jill Hollosi
Manager, Marketing Programs & Brand · Assiniboine Credit Union
Community Foundation of Greater Memphis
Uniting a community of givers across the Mid-South
The Community Foundation of Greater Memphis, a philanthropic hub connecting donors, nonprofits, and community partners across three states, needed a cohesive digital home to match the breadth of their work. With content scattered across three separate sites, they wanted a unified platform that could serve distinct audiences while making it easy for everyone to find what they needed. We rebuilt their site on WordPress, consolidating three sites into one, and developed a custom nonprofit directory, connected grants database, and purpose-built member portal — all designed and built to WCAG Level AA standards.
Testimonial
“It was such a pleasure working with the Mangrove team to bring our new website to life. They embraced our vision and offered creative, solutions-oriented ideas. Simple to manage yet incredibly robust, the site is full of tools and resources for donors and grantseekers alike. I truly believe it will drive increased philanthropy in our community.”
Julia McDonald
VP of Marketing & Communications · Community Foundation of Greater Memphis
Elemental Excelerator
Advancing climate tech by funding innovative startups
Elemental Excelerator is a Hawai‘i-based nonprofit that funds and supports startups building climate solutions across clean energy, water, agriculture, and transportation. Mangrove has managed and evolved their website since 2015, growing it alongside the organization and its partnership with Emerson Collective’s Elemental initiative. We designed and built a responsive WordPress site with custom development and graphic design, giving their communications team a flexible platform to showcase a growing portfolio and tell a fast-moving story to founders, funders, and partners.
Want a closer look?
Visit our website to explore more of our work, expertise, and approach to building websites that last.
References
You can also reach out to our references listed below:
Paulo Vergara, Exec. VP of Marketing and Development, SF Zoo
Project type: Website build (pre-launch) / Email: [email protected] · 415.753.7286
Wil Kristen, Senior Director, Strategic Communications, Beneficial State Foundation
Email: [email protected]
Jill Hollosi, Marketing Programs and Brand Manager, Assiniboine Credit Union
Project type: Website / Email: [email protected]
Ericka Taylor, Co-Executive Director, Americans for Financial Reform
Project type: Website / Email: [email protected]
Mary DeNardo, Director of Communications, Prospect Sierra
Project type: Website / Email: [email protected]
Conor Curtis, Head of Communications, Sierra Club Canada
Project type: Website / Email: [email protected]
About Mangrove
Mangrove is a woman-owned website design and development company with a diverse and talented team distributed around the globe. We have headquarters in both the United States and Canada.
As a Certified B Corp, we are committed to meeting the highest standards of social and environmental impact. We are also a certified Women's Business Enterprise (WBENC) and a Woman-Owned Small Business (WOSB).
We are technologists and designers, equally.
Our work bridges human-centered UX with deep technical expertise to create intuitive, robust digital experiences. We bring a values-driven perspective to building thoughtful, inclusive technology.
This approach allows us to create sustainable design systems and websites that last.
Clarity first
We believe good digital work starts with getting clear. When information is organized and grounded in real thinking, teams can make better decisions and focus on what matters.
Designed with care
We approach our work with intention, creating experiences that are accessible, inclusive, and grounded in the values our clients bring to their work.
Built to grow
We take a long-term view. The systems we build are flexible, maintainable, and designed to evolve, so your site continues to support you over time.
A few clients
Mangrove leadership
Maiya Holliday
Founder & CEO
A creative leader focused on digital solutions that drive organizational impact. With over 15 years solving complex technology challenges for mission-driven organizations, she pairs deep technical expertise with strategic vision to build platforms that amplify reach and engagement. Maiya founded Mangrove to empower changemakers to do their best work.
Andrew Boardman
Senior Art Director
Andrew's mission is to design a web that is more humane, crafted ethically, available to all visitors regardless of ability, and built on open-source technologies. With over 25 years working with innovative, diverse mission-driven clients worldwide, he brings his skills as a designer, technologist and ally to every project.
Project team
Karen Niedzwiecki
Sr. Art Director + UX Lead
Chae Clark
Dev Enablement + Sr. Tech Strategist
Chloe Ross-Rogerson
Sr. Account Manager
Ada Marcelino
Account Manager
Cristina Mayol
Developer
Senka Ibrahimpašić
Sr. Developer
Shelby Neville
Designer
Aykan Burçak
Sr. Developer
Jonathan Denni
Dev Ops Manager
Lindsay Moore
Marketing + BusDev Coordinator
Our practice
Diversity is our strength
Given the tech industry's well-known diversity gap, we are passionate about widening career opportunities for people who identify as Black, Indigenous, non-Black people of color, women, non-binary, LGBTQIA+, disabled, or any other underrepresented group.
We are committed to working with designers and developers from diverse backgrounds, bringing broader perspectives, deeper empathy, and more innovative solutions to every project.
Design for equality
We utilize best practices in design based on many years of UX research and web development practice.
Our design team works with universal design principles in mind to ensure that our products can be perceived and operated by most people, including those with diverse and divergent backgrounds and abilities. The web is made for everyone. Our mandate is to help bring that to fruition.
Our practice
Our Use of AI
Mangrove uses AI thoughtfully to support our team's creativity and effectiveness. Our approach is guided by principles of intentional use, client benefit, transparency, human oversight, and responsible data practices.
We use AI for tasks like transcription, research, and development, always with a human in the loop. We do not use client data to train AI models and aim for transparency around AI use where appropriate.
We build for the long-term
A core objective for every client engagement is to create a website that lasts. A sustainable and durable website requires long-term thinking and planning, which is done up front and before we ever touch design or code.
For us, extensibility is non-negotiable. Modular components, smart infrastructure and backend usability are fixtures in our practice. We want every client to see deep, lasting value in their digital investments.
Next steps
Thank you
We would love to work collaboratively with you to build an impactful site that will catalyze your growth and success. Thank you for your consideration.
If the outlined scope and budget look good to you and you're interested in moving ahead, just let us know as soon as possible so we can lock in the timeline and budget.
If you'd prefer to chat further before moving forward, we are more than happy to do so! Schedule a time to chat.
Next steps
Moving forward, our next steps would be:
1
Scope of work
Create a detailed SOW to confirm scope, project timing, and budget.
2
Agreement
Prepare your contract and deposit invoice to send with the finalized SOW.
3
Kickoff
Schedule an official kickoff call with key stakeholders to align on goals and next steps.
4
Scheduling
Confirm your ideal meeting schedule and communication rhythm for the project.
