Chapter 3 Proposals

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PROPOSALS


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PROPOSALS

A special type of analytical report designed

to get products, plans or projects accepted

by others.

Proposals are an important job related

writing because its acceptance of

proposals can lead to significant

operational improvements, new business,additional jobs & safer working conditions.

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PROPOSALS ARE

A persuasive message in which a writer

analyzes a problem and recommends a

solution.

The problem maybe:

A need for equipment

Services

Research

Plan of action etc

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The recommended solution maybe:

Products

Personnel

A business study

A description of work to be performed

Other outcomes

Proposals are common in business.

They must be clear, concise and meet readers

expectations

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PROPOSALS ARE

Gambles.

They take time to develop and they are often

rejected. Proposals developers believe that they are doing

well if they win acceptance of one of every ten

proposals.

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EFFECTIVE PROPOSAL

WRITERS ARE

Risk takers.

They asses the probability of success and

then decide whether to proceed.

Proposals can be internal or external,

solicited or unsolicited, formal or informal.

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TYPES OF PROPOSALS

External Proposals

y Submitted to decision makers outside of anorganization, such as clients & government

agencies.y More formal, often compete for a clients

business, legally binding.

y Form the basis of a contract of approval is

granted, so they are prepared with extremecare.

y Spells out precisely what your company willprovide under specific T & C

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EXAMPLE

If youproposetosella

productat $250 each for 500units,then youare boundto

deliveratthatprice.

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INTERNAL PROPOSALS

submitted to decision makers in ones own

organization.

Two primary purposes of a proposal is:

to seek approval for a project or course of action

(such as revising recruiting procedures, changing

the companys training programmes, reorganizing a

department, engaging in a special studies or

adopting a more efficient way of doing something)

To request additional resources (such as new or

upgraded capital assets, human resources or

operating funds.)

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Most internal proposals advocate

a change,

Take extra care to determine

whether your audience will feel

threatened by your plan.

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Solicited Proposalsy Prepare in response to a request for proposal.

y RFP includes instructions that specify the exact type

of work to performed with guidelines on how &when the company wants the work completed.

y Writers must provide all the requested information &

use the specified format.

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y Example:

NASA decides to develop a new satellite. The agency

prepares an RFP that specifies exactly what the

satellite should accomplish and sends it to several

aerospace companies, inviting them to bid on the job.

These companies review the requirements, define the

scope of the work, determine the method &

procedures to be used, personnel requirements andcosts, then put the information in the proposal.

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UNSOLICITED PROPOSALS

Initiated by organizations attempting

to obtain business without a specificinvitation from a potential client.

Writer makes the first move.

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Example:

Anentrepreneurseeking funding for

anewventuremightmodify a

businessplantocreateaproposalthatshowspotentialinvestorsthe

returnthey shouldexpectin

exchangefor

the

use

o

ftheir

funds.

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INFORMAL PROPOSALS

Generally take the form of letters or memos.

Some corporations or government agenciesencourage or require proposal writers tosubmit preproposals.

These are to provide a succinct description ofthe project.

The funding agency will then either rejectthe proposal or direct the writer to submit afull proposal.

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The personnel implementing the solution are

qualified.

The solution can be achieved on a timelybasis.

The proposal is honest, factual, realistic and

objective.

The presentation is professional and

attractive.

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PLANNING PROPOSALS

Identify thePurpose

y Writer can present strategies to meet the needs,

outline the benefits of these strategies & offer

method to evaluate the results.

y Proposals are submitted to:

y obtain fund,

y solve a problem,

y ask for a approval &

y obtain a project.

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PLANNING PROPOSAL

3 steps:

Analyze Study the situation and

define the problem.

Investigate Gather primary and

secondary information.

Adapt Establish a good audiencerelationship and choose the right

channel.

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ANALYSING THE SITUATION

Analyse your particular situation.

Decide the merits on writing a proposal.

Decide if the situation would be best handled by

making a phone call, sending and email or

conducting a meeting.

If writing a proposal is most appropriate, first define

the problem your proposal will address, then state

the purpose.

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DEFINING THE PROBLEMS

May be define by you, the writer or the

person who authorises the report.

Do not confuse a simple topic with a

problem.

Must convince reader that a problem exists,

especially important to persuade readers ofunsolicited proposals.

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Break the problem into a series of logical,

connected questions that try to identify

cause and effect known as problem

factoring.

Form a hypothesis and a potential

explanation that needs to be tested, this

enable you to tackle even the mostcomplex situation.

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DEVELOP THE STATEMENT OF PURPOSE

Help you keep your report writing on task.

It defines why you are preparing the

report. The more specific your purpose statement,

the more useful it will be as a guide to

planning your report.

Double-check your statement of purpose

with the person who authorised the

report.

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Seeing the purpose written down, the

authoriser may decide that the reportneeds to go in a different direction.

Once the statement is confirmed, use

it as your preliminary outline.

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DEVELOPING A PRELIMINARY

OUTLINE

Gives you a visual diagram of the report its

important points, order to be discussed, detail to

be included.

Use it to guide our research efforts and as a

foundation for organising and composing your

report.

The preliminary outline might differ from thefinal outline developed.

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PREPARING THE WORK PLAN

A formal work plan might include the following:

Statement of problem clarifies the challenge

you face, helps you stay focus on the core

problem, helps to avoid distractions.

Statement of purpose and scope of

investigation describes what you plan to

accomplish and your boundaries of work,

state the issues you will cover and those

which you wont.

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Discussed task to be accomplished

indicate your sources of information, the

research necessary and any constraints.

Description of any products that will result

from your investigation it is usually the

proposal itself but in some cases you

might produce a new marketing plan or atangible product. Schedule enough time

and resources to get the job done.

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Review of project assignments, schedules

and resource requirements indicate

individuals responsibility, task to be

completed and the cost of theinvestigation.

Plans for following up after delivering the

proposal make sure people received theinformation or conducting additional

research to evaluate the results of

proposals.

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INVESTIGATING INFORMATION

Identify the right questions to understand the

topic and assignments.

Find and access secondary and primary

information.

Evaluate and finalise your sources.

Process your information.

Analyse your data.

Interpret your findings.

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ADAPT THE REPORT TO

AUDIENCE

Establish a good relationship with your audience:

Use the you attitude. Show that you answer

the readers questions and solve theirproblems.

Emphasize the positive. State the

recommendations positively.

Establish your credibility. The proposal

should be thorough and findings are from

credible sources.

Be polite. Be courteous, kind and tactful.

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Use bias-free language. Avoid unethical

and embarrassing blunders related to

gender, age, race and disability.

Project the companys image adapt your

style and language to reflect the image of

your organisation.

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SELECT THE APPROPRIATE

CHANNEL AND MEDIUM

Written reports complex information that needs to be

presented in logical and structured format, or will be

used for future reference.

Oral reports when you want immediate feedback,when there is an emotional component to your report,

when nonverbal communication is an important

element of your message.

Electronic reports cost saving, space saving, faster

distribution.

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TYPICAL

SCENARIOS FOR

THE PROPOSAL

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HERE ARE SOME IDEAS:

Imagine that a company has some sort of

problem or wants to make some sort of

improvement.

It sends out a request for proposals; you

receive one and respond with a proposal.

You offer to come in, investigate,

interview, make recommendationsand

present it all in the form of a report.

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Some organization wants a seminar

in your expertise. You write a

proposal to give the seminarincluded in the package deal is a

guide or handbook that the people

attending the seminar will receive.

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Some agency has just started using a

fancy desktop-publishing system, but

the documentation is giving peoplefits. You receive a request for

proposals from this agency to write

some sort of simplified guide or

startup guide.

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THE ELEMENTS OF A FORMAL

PROPOSAL

Cover letter or memo

Title page or cover

Reference to authorization

Table of contents

List of illustration

Proposal Summary

Purpose

Problem or need

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Background

Benefit of the proposal

Description of the solution

Evaluation plan

Qualifications of personnel

Time schedule

Cost

Glossary

Appendixes

Reference list

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The elements stated are important for large proposals.

But the key elements are

the purpose,

problem or need,

benefits of implementing the solution,

description of the solution,

qualification of personnel,

time schedule and

cost.

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WRITING PROPOSALS

Cover Letter or Memo

It is also known as transmittal message.

It introduces the proposal to the reader.

A letter is used for external purposes while a

memo is used for internal proposals.

It includes the content which providecoherence for the reader, reviews the

highlights of the proposals and encourages

action.

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Cover page

Includes the title of the proposal, name of

proposing organization, contact persons detail,

name of receiver, date of submission.

Attractive & concise as it is used to identify the

proposal.

Eliminate meaningless word and use descriptiveadjective-noun combination.

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EXECUTIVE SUMMARY

Gives brief description of the

proposal, the needs met, the

benefits to the funding sourceand a brief description of the

organization presenting the

proposal.

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Reference to Authorization

If the proposal is solicited, the request

should be noted in a reference to

authorization-the permission or request

for proposal.

For informal or short RFP, the reference

could be as simple as listing the RFP

number on the cover. For a formal RFP, the reference to

authorization could be more than one

pages.

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Table of Content

List the title & page numbers of all the

major sections.

Serves as an aid to locating specificinformation.

Name and pages of the appendixes are

also included in the table of content

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Listof Illustrations

The titles and page numbers of

any tables, figures, graphs or

other illustration are placed

here.

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Purpose

The purpose help the reader to understand

clearly:

The reason you are making the proposal.

The nature of the proposal.

Problem or Need

Describe the problem being solved or the needsbeing met

Use coherence technique to link it to the section

in which the purpose was stated.

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INTRODUCTION

Present and summarise the problem you

want to solve and your solutions.

For solicited proposal, the introductionshould refer to the RFP.

For unsolicited proposal, the introduction

should mention factors that led you to

submit your proposal.

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TOPICS COVERED IN

INTRODUCTION

Background or statement of problem

briefly reviews the readers

situation and establishes a need for

action. For unsolicited proposal,

convince them that a problem or

opportunity exists, discuss the

current situation and explain howthings can be better.

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Solution

Describe the change you propose,

highlight your key selling point andtheir benefits..

Show how your proposal will solve

the readers problem.

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Scope.

State the boundaries of the proposal, what

you will cover and what you will not.

Report Organisation.

Orient the readers to the remainder of the

proposal.

Calls attention to the major division of

thoughts.

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BODY

Gives complete details on the

proposed solution and specifies what

the anticipated results will be.

Provide facts and evidence to

support your conclusion.

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Proposed approach.

Describes what you have to offer, your

concept, product or services.

To convince readers that your proposal

has merits, focus on the strengths of

your offer in relation to readers needs.

Point out any advantages that you have

over your competitors, for instance

warranties, extended service etc.

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Work plan.

Describes how youll accomplish what must be

done.

Explain the steps taken, timing, methods and

resources used and the person who will be

responsible.

Include when will the work begin, how will itbe divided into stages, when youll finish and

whether follow-ups is involved.

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Statement of qualification.

Describe your organisations

experience, personnel andfacilities.

Discuss all these aspects in

relation to the readers need.

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Time Schedule

Shows when the activity is to start and when it is

to be completed.

Cost

It may be presented in logical parts like

personnel, supplies, equipment and facilities or

by benefits, time phrases and other categories.

It must cover your expenses.

It must be reasonable in relation to the benefits,

the products or services provided.

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CONCLUSION

Summarise the key points of the proposal.

Emphasise the benefits the readers will realise from

your solution.

Summarise the merits of your approach.

Reemphasise why you and your firm are the ones to

do the work.

Asks for a decision from client.

Last opportunity to persuade readers to accept your

proposal.

Should be brief, assertive and confident.

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Reference List

A reference list is an alphabetical listing

of all sources of information in the

proposal, including those items

presented as text citations or footnotes.

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COMPLETING PROPOSAL

You need to revise, produce and

proofread the document.

Revising proposals involves evaluatingcontent, style, organisation and tone,

Reviewing for readability,

Editing for clarity and conciseness.

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The cover includes at least the

proposals title and the writers name

and the submission date.

The title page includes the proposal

title, name title and address of the

person or group preparing the

proposal and the date of submission.

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Letter of authorisation document

requesting a proposal to be written.

Letter of acceptance acknowledges the

assignment, rarely included in proposals.

Letter of transmittal conveys the

proposal to the audience and may only

appear in selected copies of proposal.

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Table of content lists proposals headings

in form of page numbers.

List of illustrations gives the titles and

page numbers of visual aids.

Synopsis a brief review of the proposals

most important point.

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Executive summary - a mini version

of the proposal that may contain

headings even visual aids. It could

replace the synopsis, since both

components would never be

included in the same proposal.

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Synopsis

A brief overview of the entire proposal

that may highlight the main points so

its simple to tell the reader what the

proposal is about.

Designed to encourage the readers to

read the proposal.

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Executive summary

More comprehensive then a synopsis.

May contain headings, visual aids andenough information to help busy

executive make quick decisions.

I

t is often the only thing that busyexecutive read in the whole proposal.

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ORGANIZATION OF PROPOSALS

Introduce the proposal, telling the readers

its purpose and contents.

Present the backgroundthe problem,

opportunity, or situation that brings about

the proposed project.

Get the readers concerned about the

problem, excited about the opportunity, orinterested in the situation in some way.

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State what you propose to do about the

problem, how you plan to help the readers

take advantage of the opportunity, how

you intend to help them with the situation.

Discuss the benefits of doing the proposed

project, the advantages that come from

approving it.

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Describe exactly what the completed

project would consist of, what it would

look like, how it would workdescribe the

results of the project.

Discuss the method and theory or

approach behind that methodenable

readers to understand how you'll go about

the proposed work.

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Conclude with a review of the

benefits of doing the project (in case

the shock from the costs section was

too much), and urge the audience to

get in touch or to accept the

proposal.

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Notice the overall logic of the movement through

these section:

Get them concerned about a problem or

interested in an opportunity,

Get them excited about how you'll fix the problem

or do the project,

Show them what good qualifications you havethen hit them with the costs, but then come right

back to the good points about the project.

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PROOFREADING PROPOSALS

Checking over Textual Materials

Check for you typos, spelling errors and mistake in

punctuation.

Make sure the text is laid out on the page in a clear,

uncluttered fashion.

Make sure nothing has been left out or overlooked

B

e certain that every word contributes to your reportspurpose.

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CHECKING OVER VISUAL AIDS

Check visuals for mistake such as typographical

errors, inconsistent colour treatment, and

misaligned elements.

Make sure your visuals are necessary, absolutely

accurate, properly documented and honest.

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Is the visual necessary?

Avoid the temptation to overload your reports with

unnecessary tables, graphs and charts.

Dont give people information they dont need simplybecause you want to impress them.

Is the visual accurate?

Be sure that every bit of information included in a visual is

consistent with what is said in the text.

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Is the visual properly documented?

If you use someone elses data, you need to give credit by

citing the source of any data you use in creating a visual.

Identify the actual source of data or refer to the nature ofinformation.

To avoid cluttering your graphic, you could used a

shortened citation on the graphic itself and include a

complete citation elsewhere in the report.

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Is the visual honest?

Dont leave out data points that dont fit your needs.

Dont omit any outside influences on the data youre

portraying.

When portraying graphs, choose a scale that convey a

realistic picture of what's happening

Maintain the same scale in successive charts comparing

the same factors.

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GETTING FEEDBACKS FROM


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GETTING FEEDBACKS FROM

PROPOSALS

Once you complete and send the proposal to

your audience, you will naturally expect a

positive response but not always it will be.

You might get half hearted praised or totally

no comments or serious criticisms.

Learn from these experiences. If no comments given, it is advisable that you

politely asked if the report has arrived.

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EXAMPLES OF PROPOSALS

Work RequestProposal

Submitted as a request to complete a work project.

Includes details of work to be completed, descriptionof facilities & capabilities of proposer, complete

technical information, detailed cost of the project, a

schedule.

Use graphics to clarify details and relationships

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Funding Request Proposal

y A proposal for funds.

y Emphasize the credibility & ability of the proposer to completethe project.

y Include:

Introduction

Reasons supporting request

Explanation of benefits

Specific request for fund

Brief summary

Simple graphics

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FORMAT OF PROPOSALS

Letter Layout

y Uses business letter layout with 7 basic parts of a businessletter.

y Shorter than a formal proposal.

y Heading introduces major topics.

y Subheadings are useful to help understanding.

y Closing paragraph may express appreciation, ask for early

reply or specify deadlines to be sure work can begin on aspecified date.

y Use an itemized cost sheet as attachment.

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MemorandumLayout

Standard memorandum layout

Prepared on preprinted proposal forms that include

sections for specifications for the work procedures, the

costing for labour & materials & the schedule for theproject.

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LANGUAGE & STYLE OF


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LANGUAGE & STYLE OF

PROPOSALS

y Aim for clarity

Use simple, non-technical language.

Avoid jargon, define key terms & explain abbreviations.

y Choose a forceful style

Use direct language with positive, forward-looking tone.

y Use appropriate formality

Determine the formality by relationship with the receiver &requirements for the project.

Long proposal is written in formal style

Internal proposals written in memo format

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Situation:

Describe the intended audience of the

proposal: who they are, what they do,

what their level of knowledge and

background on the proposal topic is.

Describe the situation in which the

proposal is written and in which the project

is needed: what problems or needs arethere? who has them, where are they

located?

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Report type:

Explain what type of report you intend to

write: is it a technical background report?

a feasibility report? Provide enough

explanation so that your instructor can see

that you understand the type of report.

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Information sources:

List information sources; make sure you

know that there is adequate information

for your topic; list specific books, articles,

reference works, other kinds of sources

that you think will contribute to your

report.

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TUTORIALS

You are a senior sales manager in one of the

top international organization. But due to

the recent economy crisis, the monthly sales

figures are dropping drastically. You believethat by adding commission sales personnel

will make an improvement. Therefore you

are to write a proposal to your CEO. Write

your proposal in detail in the memo format.

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Documents

Chapter 3 Proposals