Client Information
Primary Contact
Name
Rachel Crownhart
Role
Supervisor of Natural Resources, SMSC
TWWG Role
Co-lead (started January 2026 — new to position)
Direct Phone
952-233-4257
Cell
612-485-5034
Day-to-Day POC
Rachel — all decisions flow through her. She and Mike Jones can approve independently without full advisory board vote.
Organization
Employer
Shakopee Mdewakanton Sioux Community (SMSC) — Prior Lake, MN
SMSC Context
Federally recognized sovereign Dakota tribe. Mystic Lake Casino. 3,500+ employees. $325M+ in charitable donations. This is not a scrappy nonprofit — they have resources.
TWWG Full Name
Region 5 Tribal Wetlands Working Group — internally called "the TWIG"
Founded
2021, modeled after Region 10 (Pacific Northwest) group
EPA Region 5
MI, WI, MN, IN, OH, IL — active in MI, WI, MN only so far
Active Members
~20 tribes out of 35 federally recognized in Region 5 (Rachel's estimate)
Other Co-lead
Mike Jones — Stockbridge-Munsee, WI. Off week of March 30. Rachel and Mike can make decisions without full board.
Facilitated By
NAWM (National Association of Wetland Managers) — they hold the grant and cut the checks. Historically slow to respond. Lost staff due to EPA/admin cuts.
About the TWWG & Their Mission
Core Mission
Get tribal natural resource staff trained in wetland delineation — determining where wetlands begin and end for regulatory purposes. Expensive to train for. Few programs available. TWWG exists to close that gap.
Design Vibe
Community-driven over professional/government. Rachel confirmed this. PNW TWIG site shared as reference/inspiration.
Current Web Presence
One page buried on nawm.org + a Gmail address (R5TWWG@gmail.com). Nothing they own. Rachel called it "pathetic" and "abysmal." Her name isn't even on it.
How We Were Found
Rachel came directly through the contact form. Was not shopping around — specifically wanted a Midwest company.
NAWM Risk — Monitor This
NAWM holds the grant money and issues payment. They have lost staff due to EPA/administration cuts and are not currently being helpful. Rachel is frustrated with them. She is unsure whether the TWWG will continue working with NAWM long-term or eventually go independent. This is a real risk to watch as the project progresses. Build a relationship with Rachel, not NAWM.
Project Summary
Proposal not yet sent — blocked on grant language from NAWM
Rachel reached out directly, call happened March 30, 2026. Scope confirmed. Pricing range established. Everything is ready to build the HTML proposal — we're just waiting on NAWM's grant wording so the dev/maintenance split can be structured correctly. Rachel expected to have an answer by end of week of April 6. Advisory board meeting likely that week.
Why They Came to Us
- No real web presence — buried on nawm.org, nothing they own
- Gmail address as their "contact" — looks amateur for a federally recognized group
- No place to host training resources, recorded modules, or event info
- No CMS — everything goes through NAWM, who are unresponsive
- Rachel personally motivated: her name isn't even on the existing page
What Success Looks Like
- Real standalone site the TWWG owns — not buried on NAWM's domain
- Training resources and video modules accessible to all member tribes
- Staff can update events, add resources, manage content themselves
- Travel reimbursement form that emails a designated address
- Searchable, SEO-visible — not invisible to Google
- Written into next grant cycle for long-term relationship
Current Blocker: Grant Language from NAWM
The grant allocates $7,600 for "website development" and $19,500 for "website maintenance" — Rachel believes these are likely flipped or misallocated (she doesn't know who wrote the budget). NAWM has not provided the full grant wording (citing "data reasons"). Rachel emailed them March 30. They are historically slow. We're working on structure in the meantime and will send the HTML proposal once she gives the green light — grant language or not.
Long Game: Written into the Next Grant
Rachel and her supervisor are actively writing the next grant cycle (2027+). She wants Jordan written in. Estimated range: $80K–$250K over the full next grant. The current project is also the audition for that relationship.
Financials
No deposit received — proposal not yet sent
All numbers below are estimates from the discovery call. Final proposal pending grant language confirmation from NAWM. NAWM pays Jordan directly, not SMSC/Rachel.
| Line Item | Notes | Amount |
|---|---|---|
| Website Development | Custom build — all confirmed scope (see Scope section). Jordan's target range. | $12,000–$14,000 |
| Branding / Logo | Separate line item — to be included if advisory board approves. Do NOT bundle by default. | TBD |
| Total Dev (Est.) | Grant has $7,600 allocated for "development" — will need to restructure grant split | ~$12,000–$14,000+ |
| Maintenance | Content updates, events, resource uploads, hosting mgmt, security, support. Billed quarterly. | $400–$500/mo |
| Maintenance (Quarterly) | What Rachel needs for her grant budget narrative (confirmed ballpark given April 1) | $1,200–$1,500/qtr |
| Maintenance (Annual) | Grant has $19,500 allocated for "maintenance" — annual rate well under that | $5,000–$6,000/yr |
| ⚠ Grant Dev Allocation | How the grant is currently written — likely misallocated. Needs to be restructured in proposal. | $7,600 |
| ⚠ Grant Maint. Allocation | Also likely misallocated. Both Jordan and Rachel agreed numbers seem backwards. | $19,500 |
Long-term Value if Written into Next Grant
Rachel + supervisor writing 2027+ grant now. Estimated range $80K–$250K. Even at the low end, this is a multi-year relationship worth pursuing carefully. Nail this project, get written into the next one.
Client Journey Timeline
Fast-moving — 2 days from first contact to near-proposal
Rachel came in through the contact form, call happened same week, scope was mostly confirmed in one call. The only thing slowing this down is the grant language from NAWM, not Rachel's enthusiasm or decision-making speed.
Mar 30, 2026 — Morning
Discovery Call
Rachel submitted contact form and call was booked. Full scope, funding structure, decision process, and design vibe confirmed in one session. Rachel specifically wanted a Midwest company — didn't shop around.
Mar 30, 2026 — 10:37 AM
Pre-Proposal Questions Sent
Jordan emailed two questions: (1) how to structure the grant split between dev and maintenance so the proposal aligns with grant wording, (2) billing preference — monthly or quarterly for maintenance.
Mar 30, 2026 — 10:53 AM
Rachel Responds — Quarterly Confirmed + Grant Blocker Flagged
Quarterly maintenance confirmed. Rachel flagged that she emailed NAWM to get the grant language before Jordan starts the proposal — doesn't want to waste his time if the grant is a stickler about how funds are spent. NAWM described as "frustratingly slow."
Mar 30, 2026 — 11:04 AM
Jordan Holds on Proposal — Works on Structure
Acknowledged the blocker, agreed not to finalize proposal until grant clarity comes through. Started working on overall structure and scope in the meantime.
Apr 1, 2026 — 10:30 AM
Rachel Returns with Bad News — Grant Language Complication
NAWM's grant wording says NAWM must create the website — not a third party. NAWM doesn't have a web designer. Contracting out is possible but would require multiple bids and unclear whether TWWG gets to choose the vendor. Rachel frustrated. Will meet with NAWM next week for more details. Also asked for ballpark maintenance cost for the next grant she's writing.
Apr 1, 2026 — 11:13 AM
Jordan Responds — Happy to Bid + Maintenance Ballpark Given
Confirmed willingness to participate in formal bid process. Provided ballpark for next grant: $400–$500/mo, $1,200–$1,500/qtr, $5,000–$6,000/yr. Expressed continued commitment regardless of which grant cycle it happens through.
Week of Apr 6, 2026
Rachel's Meeting with NAWM
Rachel will meet with NAWM to get clarity on the bid/contracting process. She expects to have an answer for Jordan by end of that week. Advisory board meeting may also happen this week.
TBD — Post-NAWM Meeting
HTML Proposal Delivered
Once Jordan knows the path forward (direct contract vs. formal bid), send the full proposal. If bid process: provide whatever documentation NAWM requires. Proposal goes to Rachel → advisory board → NAWM.
Scope & Pages
Scope confirmed on discovery call — not yet formalized in proposal
All features below were explicitly discussed and confirmed with Rachel. A few structural decisions are still open (see Open Items section). Custom CMS throughout — Rachel asked about it directly and it was a key requirement.
Static
Home / About
- Who the TWWG is, mission statement
- Member tribes overview
- Introduce the group to tribes, agencies, partners landing cold
- Community-driven tone, not corporate/government
CMS Managed
Resources
- Two types: (1) external links to agencies, (2) downloadable internal PDFs
- Organized by state — each state's resources differ (wetland certs vary)
- External links confirmed: EPA, MN Board of Water and Soil, WI DNR, MPCA, Michigan EGLE
- Structure (state pages vs. filtered view) — still open, see Open Items
CMS Managed
Events & Upcoming Workshops
- Upcoming virtual meetings + in-person training workshops
- Card layout per event — NOT a full calendar (Rachel confirmed: won't be many events)
- Typically 2 virtual meetings + 1 in-person per year
- Registration method still open — contact form or Eventbrite link (see Open Items)
Static + Embed
Online Training Library
- Embed existing 2024 recorded video modules — organized by topic
- Accompanying PDF for each module
- Fully public — no login, no paywall
- 2 modules already exist from 2024 Wetland Vegetation ID Training series
- Live virtual trainings are NOT hosted here — site just links out to separate platform
Form / Email
Travel Reimbursement Forms
- Email submission only — no login, no dashboard, no tracking system needed
- Form submits and emails to a designated address
- Rachel confirmed this explicitly: keep it simple
Open — Propose
Interactive Tribe Map
- Not discussed on the call — Jordan to flag as an option in the proposal
- NAWM has one on their site for reference
- Shows all 35 tribes in Region 5, highlights active members
- Good "wow factor" for the home page — community-driven feel
CMS Overview
Platform
Custom-built (no WordPress, no plugin bloat) — built from scratch for exactly what TWWG needs
Who Uses It
Rachel + tribal staff. Rachel asked about CMS directly — it was a key requirement. She wants staff to update content without calling Jordan.
Manageable Content
Events, resources (links + PDFs), training library uploads, board/contact info
Open Items — Needs Decision
These were raised but not finalized on the call — flag each one in the proposal
Jordan should propose a recommended approach for each structural item and lead Rachel to a good decision. She's community-minded but not technical — she needs to be guided, not just asked.
| Item | Context | Recommended Approach |
|---|---|---|
| State pages vs. filtered resources | Rachel leaned toward individual pages per state. Structure needs to be thought through — nav/filtering approach TBD. | Propose state landing pages — cleaner UX, easier to link to, simpler for staff to manage per state. |
| Interactive tribe map | Not discussed on call. NAWM has one. Flag as an option. | Include as optional add-on. Strong visual for the home page. Shows all 35 tribes in Region 5. |
| Event registration method | Options: on-site contact form or link out to Eventbrite. Currently they email NAWM directly. Left open. | Propose on-site contact form by default — keeps it self-contained, no dependency on third-party platforms. |
| Registration email routing | Does each state route to a different contact email? Needs confirmation from Rachel. | Ask Rachel to confirm before building the form — this determines CMS structure for events. |
| Branding / logo | No existing logo or brand. Rachel will raise it at next admin meeting. Separate line item. | Include branding as a clearly optional add-on in the proposal. Do NOT bundle by default. |
| Photos | Unknown what exists. Rachel will try to source from NAWM or trainers. Stock fallback. | Ask Rachel to reach out to NAWM/trainers after approval. Budget stock photos as fallback in proposal. |
| Grant / contracting path | Grant says NAWM must create the website. Bid process may be required. Rachel meeting NAWM week of April 6. | Be ready to submit formal bid documentation if NAWM requires it. Signal willingness in every email. |
Content Needed from Client
Nothing has been collected yet — proposal hasn't been sent
Content gathering begins after proposal approval. Rachel will need to source some items from NAWM (photos, existing docs) — build that dependency into the timeline expectations.
Content Checklist
-
Branding / Logo DecisionPending Admin Meeting
No logo exists. Rachel raising at next admin meeting. Determines whether branding is added to scope. -
PhotosNot Started
Wetland scenes, tribe events, training workshops. Rachel will try to source from NAWM or trainers. Stock photos are the fallback. -
Recorded Training Modules (2024)Exists — Need Links
2 modules already exist from 2024 Wetland Vegetation ID Training series. Need embed links + accompanying PDFs. -
Member Tribe ListNot Started
Full list of 35 federally recognized tribes in Region 5. Active members (~20) identified separately. Needed for map and About page. -
State Resource LinksNot Started
External agency links per state (EPA, MN Board of Water and Soil, WI DNR, MPCA, Michigan EGLE + any others). Organized by state. -
Downloadable Resources (PDFs)Not Started
Internal documents, guides, reference materials to be hosted on the site. -
Upcoming Events / Meeting ScheduleNot Started
Virtual meeting dates + any in-person training workshops scheduled. Typically 2 virtual + 1 in-person/year. -
Registration Email RoutingOpen Question
Does each state have a different contact email for event registration? Determines form structure. -
About / Mission CopyNot Started
Rough description of TWWG, mission, origin story. Jordan will write the final copy — just need Rachel's raw input.
Technical Specifications
Stack
Framework
Next.js 13+ (App Router)
Frontend
React + Tailwind CSS
CMS
Custom-built — no WordPress, no plugin bloat. Tailored to TWWG's actual needs.
Hosting
Vercel — SSL auto-renewal, analytics included
Video Embeds
Embed existing recorded training modules (2024 series). Live trainings link out to separate platform — not hosted on site.
Key Technical Decisions
Resource Structure
State landing pages (proposed) vs. filtered single page — open item. State pages recommended for easier nav and linking.
Event Registration
Contact form (proposed default) vs. Eventbrite link. On-site form keeps everything self-contained.
Travel Form
Email submission only — no backend system, no tracking. Submits to designated address. Confirmed by Rachel.
Tribe Map
Interactive map (flagged as option in proposal). Region 5 tribes plotted — active members highlighted. Good homepage visual.
Proposal Format
HTML page with print stylesheet — professional, on-brand, shareable via link. Rachel will share with advisory board and NAWM.
Design Direction
Tone
Community-driven over professional/government. Rachel confirmed this explicitly.
Reference Site
PNW TWIG site (Region 10) — shared as inspiration. Review it before designing.
Branding
No existing logo or brand. Separate line item — optional. Rachel raising with admin board.
Accessibility
ADA/WCAG 2.1 AA — tribal government audience, diverse device usage expected
SEO
Currently invisible on Google. Strong SEO improvement is a clear sell — mention in proposal vs. current NAWM page situation.
Project Timeline
Project cannot start until proposal is approved and grant path is confirmed
Timeline below assumes NAWM gives clarity by end of week of April 6 and proposal is approved shortly after. If NAWM drags, the start date slides. Rachel expected an answer by end of that week.
00
Now — Week of Apr 6
Pre-Project — Clarity & Proposal
- Wait for Rachel's NAWM meeting (week of April 6)
- Determine path: direct contract vs. formal bid process
- Finalize proposal once grant structure is known
- Build and send HTML proposal with print stylesheet
- If bid: prepare whatever documentation NAWM requires
- Confirm branding decision from Rachel's admin meeting
01
Week 1 (Post-Approval)
Setup & Content Gathering
- Set up project repo, Vercel project, CMS project
- Confirm all open items (state pages vs. filter, registration email routing, etc.)
- Send formal content checklist to Rachel
- Rachel sources photos from NAWM + trainers
- Confirm tribe map is in or out of scope
- Finalize branding direction if add-on is approved
02
Weeks 2–5
Design & Development
- Build home / about (community-driven design, PNW TWIG as reference)
- Build resources section (state pages or filtered — pending decision)
- Build events section with registration method
- Build training library with video embeds + PDFs
- Build travel reimbursement form (email submission)
- Tribe map (if approved) — interactive, Region 5
- Share live dev link throughout for Rachel's feedback
03
Weeks 5–7
Content Integration & Refinement
- Populate real content as it arrives from Rachel
- Integrate photos (from NAWM sources or stock)
- Implement feedback from Rachel's reviews
- Accessibility + SEO pass
- Test travel reimbursement form email routing
04
Week 7–8
Finalization & Launch
- Final review with Rachel (+ Mike Jones / advisory board if needed)
- Domain setup (TWWG gets their own domain — not on nawm.org)
- CMS training session with Rachel + any staff who'll update content
- Site goes live — final invoice to NAWM
- Post-launch check-in and maintenance relationship begins
Future Upsells & Next Grant
Primary long-term play: Get written into the 2027+ grant cycle
Rachel and her supervisor are actively writing it now. Estimated range $80K–$250K. She wants Jordan written in. The current project IS the audition. Deliver well, stay close to Rachel, and the next grant is a real opportunity.
🗺️ Interactive Tribe Map
$600–$1,000
All 35 Region 5 tribes plotted, active members highlighted. Not discussed on call — flag as optional in proposal. Strong visual anchor for the home page that reinforces the community mission.
🎨 Branding / Logo
TBD — separate line item
No existing logo or identity. Rachel raising with admin board. Already positioned as optional add-on. Natural first upsell if approved — don't bundle by default, but it's a clear need.
📅 Advanced Event System
$400–$700
Full calendar view, RSVP tracking, automated reminder emails. Currently scoped as a simple card list. Once the site proves its value, this is a natural next step if event volume grows.
🎓 Expanded Training Library
$500–$800
Currently 2 modules exist. As more trainings are recorded, the library grows. Structured by topic, searchable, filterable by tribe or region. Natural evolution of the existing library once content volume increases.
🌐 Multi-State Expansion
Included in next grant
Site currently covers MI, WI, MN — active states. IN, OH, IL have no active participation yet. If the group expands, the site grows with it. Position ongoing maintenance to cover this as it happens.
📊 2027+ Grant — Full Scope
$80K–$250K estimated
The big one. Rachel + supervisor writing it now. Jordan written in. Could include expanded training infrastructure, new state onboarding, site redesign, advanced features, full multi-year maintenance retainer. Nail this first project.
Notes & Observations
March 30–April 1, 2026 — First Impressions
Rachel is sharp, decisive, and genuinely frustrated with the status quo. She came directly through the contact form without shopping around — specifically wanted a Midwest company. She's new to the co-lead role (started January 2026) and is personally motivated to build something real. Her exact words about the current nawm.org page: "pathetic" and "abysmal." Her name isn't even on it. That's the energy driving this. She's not waiting for permission to move — she's trying to get the grant bureaucracy out of the way so she can act.
Grant Complication — April 1, 2026
The grant language says NAWM must build the site — not a third party. This is a bureaucratic headache, not a sign that Rachel is backing out. She's frustrated with it, not with us. The path forward is: (1) she meets NAWM next week to understand the bid/contracting process, (2) Jordan participates in whatever bid process is required. Expressed willingness clearly in the April 1 email — "I'm completely happy to participate in that." Don't oversell this. Just make it clear we'll do whatever the process requires.
Communication Style
Rachel responds fast (same day). She's direct, practical, and not technical. She doesn't need to understand how the CMS works — she needs to trust that it will work and that her staff can figure it out without calling Jordan. Lead her on structural decisions (state pages vs. filtered view, registration method) — she'll have opinions but she doesn't know what she doesn't know technically. Guide her to good decisions in the proposal rather than asking open-ended questions.
Who to Talk To (and Who Not To)
All communication goes through Rachel. She's the human point of contact throughout the project. Jordan can work directly with NAWM on financial/logistical side once the project is approved — but NAWM should be treated as the payer, not the client. The client is Rachel and the TWWG. NAWM is a bureaucratic bottleneck — be patient and professional with them, but stay close to Rachel as the real relationship.
Next Grant — Play This Long
Rachel mentioned the next grant cycle ($80K–$250K) unprompted, and then asked for a maintenance ballpark she could use in her budget narrative for it. She's already thinking about Jordan for the next one. The way to secure that is simple: do a great job on this project, stay in contact, and be easy to work with when the NAWM bureaucracy is being frustrating. Don't pitch the next grant — just do the work and let her advocate for us internally.