Capicua Group Inc.Prepared for: City of La Quinta
Prepared by: Ismael Larrosa
April 25th, 2025
Table of Contents
Cover Letter..................................................................................................................2
Background, Qualifications, and Experience............................................................................3
References....................................................................................................................7
Growth Elevated.........................................................................................................................7
HostedScan................................................................................................................................7
KÜHL..........................................................................................................................................8
Pricing List...................................................................................................................10
Breakdown................................................................................................................................10
Other ongoing services............................................................................................................10
Staffing and Project Organization...................................................................................11
Project Team Organizational Chart...........................................................................................11
Milestones.................................................................................................................................11
Timeline....................................................................................................................................14
Multi-year maintenance plan..........................................................................................................14
Disclosures..................................................................................................................16
Insurance Requirements Acknowledgment.....................................................................17
Non-Collusion Affidavit Form........................................................................................18
City of La Quinta - Website Design and Maintenance Services capicua - 1
Cover Letter
Capicua Group Inc.
1133 Broadway Ste 530
New York, NY 100108094
To the City of La Quinta,
Capicua is a renowned Custom Product Development venture focused on B2B
products and services. We bring a wealth of expertise in the IT world and harness
Design Thinking to do UX-focused Software and Product Development with identity
and soul.
Our dedicated team of over 80 professionals is well-prepared to manage the
requirements and complexities of this project, drawing on our successful history of
similar engagements. We take pride in our commitment to excellence, collaboration,
and delivering tailored solutions that drive meaningful results for our clients.
We affirm that any individual who will perform work for the City of La Quinta is free of
any conflicts of interest. Furthermore, I hereby attest that all information and pricing
provided in this proposal will remain valid for a minimum of ninety 90 days from the
date of submission.
Our main office is located at 1133 Broadway, Ste 530, NEW YORK, NY 100108094. For
this project, our globally distributed team will deliver services remotely, ensuring
seamless coordination across different time zones.
Thank you for considering Capicua Group Inc. as your partner for this important
initiative. We look forward to the opportunity to support the City of La Quinta in
achieving its goals and to collaborating with them.
Sincerely,
Ismael Larrosa
CEO of Capicua Group Inc.
ismael@wearecapicua.com
929 4427784
City of La Quinta - Website Design and Maintenance Services capicua - 2
Background, Qualifications, and Experience
Details
Number of years in business: 15 years.
Taxpayer identification number: 874146472
Ownership: Divided between Ismael Larossa Fernandez 5% and Larnick SRL 95%.
State of Incorporation: Capicua Group Inc. was incorporated in Florida on November
24, 2021 (as per the registered agentʼs acceptance date) and is filed under Chapter
607 of the Florida Statutes F.S. with a registered agent in Plantation, FL.
About
Initially a design studio, Capicua was established in 2010 to harness the power of
design solutions, creating intuitive and innovative designs for both users and
companies. Over a decade later, with a shift towards UX-driven Product Development,
we have always fostered a user-centered mindset for all our operations and products.
Our headquarters in New York City manages an ever-growing team of over 80
personnel, with 10 full-time designers at your disposal.
Our core philosophy combines work-based strategies, quality-oriented methodologies,
and human-focused products to ensure all solutions have purpose, identity, and soul.
This combination has not only eased successful collaborations with publicly traded
companies such as Boston Consulting Group BCG and Agero, but It has also earned
us industry-wide recognition, such as being in the Financial Timesʼ top 500
fastest-growing companies in the Americas, as well as a second year in a row on Inc.
5,000ʼs list.
As partners to bold leaders, we're dedicated to building transformative digital products
that defy the boundaries of what seems possible and lead to a better tomorrow.
Key Personnel
Project Director: Ismael Larrosa Fernandez
○ As the CEO of Capicua, Ismael Larrosa brings 15 years of hands-on experience
in software development and product management. His expertise in UX/UI, tech
strategy, and operational efficiency allows him to effectively lead innovative,
client-centric projects, consistently delivering strong results and positive
customer experiences.
City of La Quinta - Website Design and Maintenance Services capicua - 3
Project Manager: Luis Fernández
○ With over 15 years of experience working with cross-functional teams, his
expertise in graphic design, team leadership, and project management enables
him to implement creative solutions that enhance operational efficiency and
improve the customer experience, particularly in digital environments. His
studies in Social Communication add a strategic dimension to his approach,
allowing him to tackle complex challenges effectively.
Creative Director / Product Manager: Mauricio Nicoletti
○ Mauricio has over 15 years of experience as a designer, working on digital and
print projects for various brands and products. As the co-founder of Capicua, he
brings over a decade of expertise in product design and development, leading
design teams to create exceptional user experiences. Mauricioʼs creative
leadership guarantees a cohesive and high-quality result for every project.
Selected showcase
UX/UI Designer: Florencia Ferreiro
○ Florencia has been a Product Designer at Capicua since 2014, specializing in
UX/UI design. With a strong background in Visual Communication and Graphic
Design, she has extensive experience in user flows, wireframing, prototyping,
and crafting intuitive interfaces. Over the years, she has worked on diverse
projects across web and mobile platforms, collaborating closely with clients and
development teams to refine and optimize user experiences. Passionate about
innovation and visual storytelling, Florencia guarantees that every design
solution is both functional and visually compelling. Selected showcase
Web Developer: Diego Hernández
○ Diego Hernández is a Senior Full-Stack Developer with over a decade of
experience building user-centered web and mobile applications. Diego
specializes in implementing innovative solutions using modern technologies,
including CSS, JavaScript, React.js, and Next.js. He excels in designing efficient
architectures, leading development teams, and crafting reusable UI components
that enhance consistency and speed in product development.
○ Examples of his work include Wurrly (https://www.wurrly.com/), Growth
Elevated (https://growthelevated.com/), and HostedScan
(https://hostedscan.com/).
City of La Quinta - Website Design and Maintenance Services capicua - 4
Web Developer: Mandy Fuller
○ Mandy Fuller has been a Senior Frontend Developer at Capicua since 2019. She
specializes in React, Next.js, and modern front-end technologies. With extensive
experience in both classic and headless CMS platforms, she has led the
development of custom React frontends for eCommerce and content-driven
websites. Her expertise encompasses integrating APIs, optimizing user
interactions, and designing seamless and responsive web experiences that
enhance user experience.
○ Examples of her work include Appetize (https://appetize.io/), Common Ground
(https://commongroundkauai.com/), and Tricer (https://tricer.com/).
QA Reviewer: Daniela Dodel
○ Daniela has been a Quality Assurance Tester for the last four years, focusing on
testing new functionalities and reporting issues to the development team. She
guarantees quality control in design projects by verifying that final designs meet
expected standards. Daniela also checks for responsiveness across devices and
ensures that designs are visually consistent, aesthetically pleasing, and aligned
with brand guidelines.
Capicua Group Inc. is committed to the projectʼs continuity, as required under the
terms of the resulting contract. However, the team members proposed in this RFP are
subject to change based on availability at the time of project initiation.
City of La Quinta - Website Design and Maintenance Services capicua - 5
City of La Quinta - Website Design and Maintenance Services capicua - 6
References
We have selected a range of case studies to showcase our strategic thinking, tailored
methodologies, and commitment to inclusive, intuitive, and results-driven solutions.
Although our portfolio may not include direct collaborations with California government
agencies, we possess extensive experience in translating groundbreaking ideas into
innovative solutions that meet future demands. With a people-first approach and
driven by Agile methodologies, we harness technology to create products with
purpose, identity and soul. The City is encouraged to contact these clients directly to
discuss their experiences with our work, responsiveness, and outcomes.
Growth Elevated
Growth Elevated, a platform connecting tech leaders in decision-making roles,
partnered with us to enhance its digital presence and user experience. As the
organizer of the Ski+ Tech Summit, the company needed a seamless platform to
centralize networking, event applications, multimedia content, and payment gateways.
Client Project
Manager
Julian Castelli/ 8013419274/ julianbcastelli@gmail.com
Project description: We redesigned and developed Growth Elevatedʼs website—a digital
hub for tech leaders—enhancing its functionality, multimedia
integration, and event management features to create a seamless,
brand-aligned user experience.
Project start date and
end date:
December 2023 - Present (ongoing)
Staff assigned: Mauricio Nicoletti, Luis Fernández, Roberto Ibarra, Pablo Alfonzo,
and Daniela Dodel.
Outcome: The revamped platform strengthened Growth Elevatedʼs industry
presence, delivering intuitive navigation, streamlined event
applications, and dynamic content engagement, solidifying its role
as a connector for C-level tech innovators.
Here is the showcase of the Growth Elevated project.
HostedScan
HostedScan, a leading vulnerability scanning and risk management tool, partnered with
us to enhance its brand identity, user experience, and technical infrastructure. Initially
focused on website, server, and network security, its growth demanded a scalable and
user-friendly solution.
City of La Quinta - Website Design and Maintenance Services capicua - 7
Client Project
Manager
Richard Bliss/ 801 4486834/ richard@hostedscan.com
Project description: Capicua led HostedScan's comprehensive rebranding and UX
redesign, developing a cohesive visual identity and React-based
web application to enhance usability and scalability for its
vulnerability scanning platform.
Project start date and
end date:
October 2023 June 2024
Staff assigned: Mauricio Nicoletti, Facundo Matiaude, and Roberto Ibarra.
Outcome: The transformed platform now serves global clients, including
Yamaha and Lincoln College, thereby strengthening HostedScan's
market position as a trusted security solution while achieving
compliance with ISO 27001 and GDPR standards.
Here is the showcase of the HostedScan project on our website.
KÜHL
KÜHL, a renowned sports clothing brand, partnered with us to overcome design and
development challenges that hindered its growth. Initially focused on improving
graphic design materials, our work expanded to optimize UX/UI design, front-end
development, and workflow efficiency.
Client Project
Manager
Taylor Harris/ 801 8305440/ taylor@kuhl.com
Project description: We partnered with KÜHL to execute a comprehensive rebranding
and digital optimization initiative, streamlining their design systems,
UX/UI, and front-end workflows to enhance brand consistency and
operational efficiency.
Project start date and
end date:
March 2017 Present (ongoing)
Staff assigned: Mauricio Nicoletti, Luis Fernández, Florencia Ferreiro, and Lucía
Aznarez.
Outcome: The transformed digital ecosystem enabled KÜHL to maintain an
80% online sales rate during the COVID19 pandemic,
demonstrating the resilience of its new brand identity and optimized
user experience in a challenging retail market.
Here is a sample of KÜHL web pages / KÜHL showcase on our website.
City of La Quinta - Website Design and Maintenance Services capicua - 8
City of La Quinta - Website Design and Maintenance Services capicua - 9
Pricing List
As part of our commitment to supporting local governments in their digital
transformation efforts, Capicua is launching the Public Digital Investment Program—a
limited-time initiative designed to collaborate with cities like La Quinta to modernize
their online presence at a significantly reduced cost. This initiative is part of our
strategic effort to demonstrate our expertise in municipal website design and
development, while ensuring that forward-thinking cities, such as La Quinta, can
access high-quality digital services without financial barriers.
To guarantee clarity and alignment with the Cityʼs budget and project goals, we have
provided a detailed breakdown of the estimated costs and delivery times.
Breakdown Hours Days Price
1. Discovery and Planning 24 3 $2,520
2. Website Structure Design and Wireframing 40 5 $4,200
3. UI Design Process 80 10 $8,400
4. CMS Configuration and Initial Setup 80 10 $8,400
5. Development and Implementation of Designs 192 24 $20,160
6. Content Migration and Final QA Review 120 15 $12,600
7. Training and Documentation 24 3 $2,520
Subtotal 560 70 $58,800
Public Digital Investment Program 15% discount) $8,820
Total $49,980
As part of this engagement, we are including an average of 5 support hours per month
for 12 months following the platform launch. These hours may be used flexibly for
technical support, routine maintenance, minor feature enhancements, or performance
monitoring. Any additional hours beyond this monthly average will be scoped
separately and billed at our standard hourly rate of $105, subject to prior approval.
Other ongoing services Cost
Backend- Managed Cloud Database -
AWS GovCloud
Hosting on needed services with AWS using GovCloud
would cost between $250 and $500 per month.
CMS Open Source
Capicuaʼs proposal focuses on delivering the core services outlined in this RFP with
full commitment to the projectʼs success. After careful evaluation, we have determined
that no complementary services are necessary to achieve the Cityʼs objectives.
City of La Quinta - Website Design and Maintenance Services capicua - 10
Staffing and Project Organization
Project Team Organizational Chart
Our qualified team, detailed in the Key Personnel section, will leverage their proven
expertise through our integrated team structure, as illustrated in the diagram above. By
combining Agile practices with cutting-edge technical solutions, we ensure platform
scalability and optimal performance while applying Design Thinking principles to
enhance accessibility and user engagement. Rigorous QA protocols and phased quality
checks ensure standards are maintained throughout the delivery process.
Success is driven through defined milestones, internal daily stand-up meetings, and
weekly client meetings. Our Project Manager will coordinate all project phases,
fostering team alignment and clear communication with the City of La Quinta while
adapting to evolving needs.
Milestones
In developing a comprehensive strategy to meet the needs and goals outlined by the
City, we begin with a detailed analysis of the scope of work to guarantee all
requirements are covered, enabling precise milestone planning. The phases outlined
below establish a structured progression—from discovery and stakeholder workshops
to post-launch support and training—each targeting a critical component of the
project.
City of La Quinta - Website Design and Maintenance Services capicua - 11
Milestone 1 - Discovery and Planning: We will conduct stakeholder interviews and
audit the current website to identify user needs, pain points, and objectives. This
phase involves creating a detailed project plan that outlines timelines, deliverables, and
milestones to align expectations and guide all subsequent phases.
Estimated duration: 24 hours 3 days)
Milestone 2 - Website Structure Review and Wireframing: We will develop low-fidelity
wireframes for the City of La Quintaʼs core pages, prioritizing intuitive navigation,
WCAG 2.1 AA accessibility compliance, Payload CMS content block compatibility, and
adaptability for integrated City services. These wireframes will establish the foundation
for a user-centric platform that prioritizes accessibility, mobile responsiveness, and
efficient content management.
La Quinta stakeholders and department staff will be invited to review and annotate
wireframes using Figma, fostering a transparent and iterative feedback process.
Weekly alignment meetings will validate accessibility features, mobile layouts, and
CMS content structure requirements before progressing to high-fidelity designs.
Estimated Duration: 40 hours 5 days)
Milestone 3 - UI Design Process: Building upon the approved wireframes, we will
deliver a high-fidelity interface that transforms La Quintaʼs digital presence into a
modern, ADA-compliant, and WCAG 2.1 AA-compliant municipal platform. We will
implement an intuitive layout with clear information architecture, ensuring residents
and stakeholders can easily access essential city services. The interface will
incorporate La Quinta's brand identity through carefully curated typography, an
accessible color palette, and locally inspired visual elements that reinforce community
connection. Additionally, we will integrate essential communication tools, such as
interactive forms, to enhance engagement and transparency.
We will also create responsive templates that adapt seamlessly from desktop to mobile
devices, with a particular focus on touch targets and readability for diverse user
groups. Every component will be designed for both immediate functionality and
long-term scalability, resulting in a visually compelling platform that streamlines
resident interactions while supporting the City's commitment to transparency and
engagement.
Estimated Duration: 80 hours 10 days)
City of La Quinta - Website Design and Maintenance Services capicua - 12
Milestone 4 - CMS Configuration and Initial Setup: We will configure Payload CMS on
AWS GovCloud to meet the Cityʼs security requirements. Our proposed CMS ensures
alignment with FedRAMP and other public-sector security frameworks. Additionally,
Payload supports role-based access control RBAC, provides audit logs, encrypts data
at rest, and utilizes secure authentication methods. The implementation will
incorporate OWASP best practices for authentication and data protection. This secure
environment will host La Quintaʼs approved designs, featuring WCAG 2.1 AA-compliant
digital content and interfaces, ensuring inclusivity while maintaining
department-specific content structures and role-based permissions. The setup will
enable intuitive content management while maintaining security standards and
Laserfiche integration capabilities.
Estimated Duration: 80 hours 10 days)
Milestone 5 - Development and Implementation of Designs: We will transform
approved designs into a WCAG 2.1 AA-compliant and ADA-compliant municipal website
within Payload CMS, implementing intuitive navigation and accessible communication
tools as specified in the RFP. Our development will integrate technical SEO best
practices, including structured data, meta tags management, and clean URL structures.
The build will prioritize both seamless Laserfiche integration and full mobile
responsiveness across all devices. Each component will undergo rigorous validation
against WCAG 2.1 AA standards, security testing, and compliance checks to ensure it
meets government standards before launch.
Estimated Duration: 192 hours 24 days)
Milestone 6 - Content Migration and Final QA Review: We will execute a carefully
planned migration of La Quintaʼs existing content to the new Payload CMS platform,
beginning with a comprehensive audit of current content types and features, while
ensuring all content meets WCAG 2.1 AA accessibility standards from the outset. We
will map this data into Payloadʼs flexible collections and fields structure, replicating any
custom features as tailored endpoints or frontend components. Throughout this phase,
we will preserve all metadata, document relationships, and Laserfiche integrations
while implementing Payloadʼs SEO management tools for editor-controlled page titles,
descriptions, and canonical tags. Final QA will validate AWS GovCloud security
protocols, WCAG 2.1 AA compliance across all interfaces and content types, mobile
responsiveness on all devices, and complete SEO implementation before launch.
Estimated Duration: 120 hours 15 days)
City of La Quinta - Website Design and Maintenance Services capicua - 13
Milestone 7 - Training and Documentation:
La Quinta personnel will receive a Payload CMS training program with customized
sessions for content managers regarding rich text editing, media uploads, scheduling,
and modular content blocks. On the other hand, IT administrators will learn about
custom workflow configuration and AWS GovCloud security management. Our
documentation package includes video tutorials and administrator guides for the
CMS's clean, modern interface, enabling non-technical users to update content while
maintaining security standards.
Estimated Duration: 24 hours 3 days)
Milestone 8 - Post-Launch Support and Maintenance: To ensure La Quintaʼs digital
platform remains secure, compliant, and high-performing, we will deliver ongoing
support, including proactive security monitoring via AWS GovCloud, quarterly
accessibility audits for compliance, and priority resolution of technical issues. A
dedicated team will provide staff-assisted content updates, performance optimizations,
and regulatory adaptations—all backed by a transparent, multi-year maintenance plan
with fixed-cost options for budget clarity and predictability.
Timeline
Stages W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14
1. Discovery
and Planning
2. Site Structure Review
and Wireframing
3. UI Design
Process
4. CMS Configuration
and Initial Setup
5. Dev and
Implementation
of Designs
6. Content Migration and
Final QA Review
7. Training and
Documentation
City of La Quinta - Website Design and Maintenance Services capicua - 14
Multi-year maintenance plan
To ensure the City of La Quintaʼs website remains secure, accessible, and
user-friendly, we propose a comprehensive plan that prioritizes scalability, security,
and continuous improvement, all while supporting the Cityʼs commitment to
transparency, community engagement, and a strong digital brand identity.
Annual Maintenance Scope
1. Content & CMS Support: Ongoing content updates, page creation, and CMS-related
assistance to ensure city staff can efficiently manage site content.
Estimated: 50 hrs/year
2. Technical Maintenance & Security: Regular CMS/plugin updates, performance
tuning, security scans, SSL oversight, backups, and issue resolution—aligned with
regulatory and best-practice standards.
Estimated: 50 hrs/year
3. Accessibility & Compliance: Conduct quarterly ADA and WCAG reviews, including
the implementation of updates to ensure full compliance with legal and
user-accessibility standards.
Estimated: 12 hrs/year
4. SEO & Analytics: Ongoing technical SEO support, keyword and metadata
optimization, and quarterly analytics reporting to evaluate site performance and
engagement.
Estimated: 24 hrs/year
5. Training & Integration Support: Support for the selected CMS and maintenance of
integrations, including the Cityʼs Laserfiche archive portal and other essential tools.
Estimated: 18 hrs/year
This multi-year maintenance plan outlines an estimated 154 hours of support per year,
at a blended hourly rate of $105, totaling $16,170 annually. Over the three years from
2026 to 2028, the projected cost is $48,510. Please note that this plan serves as a
preliminary framework and is not a binding agreement. Final scope, hours, and
associated costs will be defined in collaboration with the City of La Quinta once the
website development is underway and specific maintenance needs are more clearly
identified.
City of La Quinta - Website Design and Maintenance Services capicua - 15
Disclosures
Capicua Group Inc. affirmatively states that there is no alleged significant prior or
ongoing agreement failure, any civil or criminal litigation or investigation pending,
which involved the proposer or in which the proposer has been judged guilty or liable
within the last five 5 years.
City of La Quinta - Website Design and Maintenance Services capicua - 16
ATTACHMENT 2
INSURANCE REQUIREMENTS ACKNOWLEDGEMENT
Must be executed by proposer and submitted with the proposal
I, ________________________________________ (name) hereby acknowledge and confirm that
__________________________________ (name of company) has reviewed
the City’s indemnification and minimum insurance requirements as listed in Exhibits E and
F of the City’s Agreement for Contract Services (Attachment 1); and declare that insurance
certificates and endorsements verifying compliance will be provided if an agreement is awarded.
I am _________________________________ of ______________________________,
(Title) (Company)
✔Commercial General Liability (at least as broad as ISO CG 0001)
$1,000,000 (per occurrence); $2,000,000 (general aggregate)
Must include the following endorsements:
✔ General Liability Additional Insured
✔ General Liability Primary and Noncontributory
✔Commercial Auto Liability (at least as broad as ISO CA 0001)
$1,000,000 (per accident)
Personal Auto Declaration Page (if applicable)
✔Cyber Liability
$1,000,000 (per occurrence)
$2,000,000 (general aggregate) ✔Worker’s Compensation (per statutory requirements)
Must include the following endorsement:
✔ Worker’s Compensation Waiver of Subrogation
Worker’s Compensation Declaration of Sole Proprietor (if applicable)
Ismael Larrosa
the CEO Capicua Group Inc.
Capicua Group Inc.
ATTACHMENT 3
NON-COLLUSION AFFIDAVIT FORM
Must be executed by proposer and submitted with the proposal
I, ________________________________________ (name) hereby declare as follows:
I am _________________________________ of ______________________________,
(Title) (Company)
the party making the foregoing proposal, that the proposal is not made in the interest of, or on behalf
of, any undisclosed person, partnership, company, association, organization, or corporation; that the
proposal is genuine and not collusive or sham; that the proposer has not directly or indirectly induced
or solicited any other proposer to put in a false or sham proposal, and has not directly or indirectly
colluded, conspired, connived, or agreed with any proposer or anyone else to put in a sham proposal,
or that anyone shall refrain from proposing; that the proposer has not in any manner, directly or
indirectly, sought by agreement, communication, or conference with anyone to fix the proposal price of
the proposer or any other proposer, or to fix any overhead, profit, or cost element of the proposal price,
or of that of any other proposer, or to secure any advantage against the public body awarding the
agreement of anyone interested in the proposed agreement; that all statements contained in the
proposal are true; and, further, that the proposer has not, directly or indirectly, submitted his or her
proposal price or any breakdown thereof, or the contents thereof, or divulged information or data relative
hereto, or paid, and will not pay, any fee to any corporation, partnership, company, association,
organization, proposal depository, or to any member or agent thereof to effectuate a collusive or sham
proposal.
I declare under penalty of perjury under the laws of the State of California that the foregoing is true and
correct.
Proposer Signature: __________________________________________________
Proposer Name: __________________________________________________
Proposer Title: __________________________________________________
Company Name: __________________________________________________
Address: __________________________________________________
Ismael Larrosa
the CEO Capicua Group Inc.
Ismael Larrosa
CEO
Capicua Group Inc.
1133 BROADWAY STE 530, NEW YORK, NY 10010-8094