Website Redesign - Updating

Please see more details in the attached document.
The website will be designed in two stages – the initial stage to get a more basic site up with artwork looking professional if not simple, and the second stage which will be getting it looking really good. The bid is for at least the first stage of the website build as per the attached file.
Site needs to be search engine optimised, and ongoing SEO tweaking is desired but not essential - this will be paid as extra.
Any work done after the website has been initially setup will be paid as extra.
Site could do with content management which enables the following: adding or deleting pages, adding or deleting products with their associated information and photos, but this is not essential as can update ourselves via control panel.
Site needs membership sign up option
Does not need to be Ecommerce solution as only one product range at moment and likely to utilise Google checkout.
Site is likely to remain with our own hosting provider on Hostgator.