PROPOSAL WRITINGCHAPTER I: WHERE TO BEGIN

CONTENTS Definitions of a proposal Purposes of proposal writing Types of proposals Three key questions

Creating your business plan Developing your marketing strategy Locating new business

Locating New Business Which jobs to target Characteristics of a winning proposal

Definitions of a proposal A sophisticated sales piece that seeks to

define a client’s problem and/or opportunities and to sell the client on your company’s ability to provide solutions and strategies. (Hamper R. 1995)

A detailed plan of action that a writer submits to a reader or group of readers for approval. The readers are usually in a position of authority—supervisors, managers, department heads, company buyers, elected officials, civic leaders—to endorse or reject the writer’s plan. (Kolin P. 2001)

Purposes of proposal writing

To your boss seeking authorization to purchase a new piece of equipment for the office

To potential customers offering a product or a service

To a government agency seeking funds to conduct research projects

To foundations to raise funds for a non profit organization

(Kolin P. 2001)

TYPES OF PROPOSALS

Internal proposals Solicited proposals Unsolicited proposals Sole-source contracts

Internal proposals Written within a company by a particular

division, department, group or individual to persuade top management to support an idea or project

Pros: proposal writer know the firm’s needs and the

management structure communication may be easier decision may be quick

Cons: competition within limited resources It could fail and the project could be canceled

which might discourage the staff who have worked hard for it

Solicited proposals To be submitted when a company is formally

invited to submit a proposal Request for a proposal Request for quotation Bid invitation

Pros Client is requesting proposal Firm can select which RFPs to answer based on

resources, expertise, previous experience and time/cost calculations

Cons Waste of resources in case of flawed decision making

process (research, writing, and presenting the proposal with little chance of obtaining the project

Unsolicited proposals Require considerable time to develop with no

guarantee that a client will be interested in the product or service offered

Clients do not call for any proposals; thus, the company must compete with a client’s internal operations and other businesses for the client’s attention and acceptance

Pros: Firms can introduce itself to a wide range of companies;

the same proposal can be sent to many firms, thus conserving company resources

Cons: Sometimes the firms might not be able to handle two

many businesses

Sole-source contracts Only one company contracts with the client to

supply a product or service It happens when the company establishes

outstanding record of reliability and performance It is done to compete for a job but simply to

comply with regulations Pros:

The firm which is contracted to do the work knows when the work will be coming in and the specifications

No resources are required to win the contract Cons:

Other firms have only little or no chance to win the contract

THREE KEY QUESTIONS

Creating your business plan Developing your marketing strategy Locating new business

Creating your business plan

Defines who the company is What it does How it should position itself in the

marketplace to capture the largest market share possible

How it will earn a reasonable profit Includes a mission statement that spells out

in a brief statement what business the compnay is in and what its main objectives are in terms of product or service line and return on investment

Developing your marketing strategy Should support the objectives of the

business plan and help the company achieve its goals and increase its profitability

Help you to maximize your strengths and minimize your weaknesses-narrow the filed of potential clients to those you can serve exceptionally well, thus cultivating a reputation as a problem-solving firm.

Developing your marketing strategy (con’t) Shift from selling products or

services to selling service to clients, a subtle but powerful shift in philosophy. You research your clients’ needs or problems that you are uniquely qualified to help them solve. No one else can do well as well as you.

Developing your marketing strategy (con’t) Helps take longer view of business

cycles and develop contingency plans for anticipating and responding to change

Helps spot the opportunities that change brings and to adapt quickly, imaginatively, and effectively to new circumstances

Business plan and marketing strategies (Advantages)

Identify goals and objectives Define strengths and weaknesses Identify market niches in which your

firm has an advantage over the competition

Identify potential clients within those nices and how you can help solve those clients’ problems

Establish contingency plans to anticipate and adapt to a rapidly changing marketplace

LOCATING NEW BUSINESS Once your firm has a clear understanding

of its target market, the next step is obtaining business whether from previous clients or new clients

Your best approach is to visit the reference section of your local public library and government printing office to obtain the latest information on federal, state, city, and private/non profit agency contracts and grants

LOCATING NEW BUSINESS (con’t) Government and private

agencies/non profit groups Industry sources Networks

WHICH JOBS TO TARGET

Management responsibility Report to the person in charge (vice president,

contract officer, program manager) in case RFP is announced

Call for a bid-decision meeting to decide whether should apply

Proposals should be assigned to the most potentials person on voluntary base

Proposal developing team should have specific areas of expertise and free from other distractions

WHICH JOBS TO TARGET (con’t) Bid-decision criteria

Does your proposal support your total marketing strategy?

Does this project fall into your organization’s area of expertise?

Does your background research on the project point out where your firm has a competitive edge over other companies?

Have you worked for the client before or had significant contact with them on other jobs?

Can you assemble a proposal team and provide them with enough support and dedicated time to get the job done?

What are realistic chances that your firm will receive the contract?

When not to write a proposal

No enough time to write a good proposal RFP states that the current project is follow up

work for a multiple stage project Technical or other specifications of the project do

not match your systems but do match those of your competitors

The contract does not support your marketing strategy or is out of your field expertise

Your have no real competitive edge over other firms

You do not have the staff or resources to prepare the best proposal your company can present

Your chances of winning the proposal are less than 50 % or as some experts advocate, less than 80%

Characteristics of a winning proposal Evidence that you clearly understand the client’s

problems or situation A strategy and program plan or design that the

client feels will solve the problem and produce the desired results

Clear documentation of your firm’s qualification and capabilities for carrying out the program plan

Evidence that your firm is reliable and dependable A convincing reason why the client should choose

your firm over all the others competing for the job You proposal should look like a winner (format,

graphics, printing, binding—professionalism)

End of Presentation…