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CreatingEffectiveProposalsWritinganEffectiveExecutiveSummary CONSULTING GeneralRules BeginEarlyFollowRFPInstructionsHighlyThematicClear ExpositoryWritingExplicitMessagesActiveVoice FirstorThirdPerson PresentTense Positive Confident butnotarrogant ToneAvoidAdverbsandOverblownWritingUtilizeSummaryGraphics Objectives GettheReader sAttentionShowourUnderstandingoftheProblemInsights PerspectivesSummarizeKeyPartsofOurApproach Solution FocusonHowConveyConfidencethatKPMGistheBestFirmtodotheJob Why ObtainImportantPoints ThemesfromMajorSectionWriters PreparingandWritingI FirstStepsReadtheRFP OpportunityFactSheetReviewProposalDiscriminatorsandThemesAnalyzeProposalLearnCustomer HotButtons ReviewOtherExecutiveSummaries PreparingandWritingII BuildOutlineOutlineEachPageMajorHeadings IdeasandGraphicsMapThemesandDiscriminatorstoHeadings PreparingandWritingIII WorkThroughEachSectionFleshOutIdeasthatwillbeDevelopedUseSelectedProposalGraphicsCreateSummaryGraphicsUseNewGraphics TextSparinglyCreateTextAdaptProposalText minimizedirectlifts WriteIntroductions Linkages ClosingPoints EditingandRevisions EnsureGoodDraftforRedTeamReviewSeekBDMReviewSeekSr Manager PartnerReviewDon tSkipEditorFineTuneContinuously AnyQuestions CarlRosenblattBDSTManager PublicServicesTyson sTower703747 6508 CreatingEffectiveProposalsProposalBasics CONSULTING TheBigPicture Theobviousisobvious onlyafterit sobvious WhatMakesaGoodProposal IsdirectedtotherightaudienceOffersalow risk well substantiatedsolutiontoareal notalwaysstated needIseasytounderstandShows notclaims competenceOffersdistinctbenefitsoverothersBetter faster cheaperImpressesevaluatorsProvidestangiblevalue WhatMakesaBadProposal Hardtounderstand hardtoscoreNotresponsiveandnon compliantFailstodemonstratecompetenceSolvesthewrongproblemOffersanunprovenorriskysolutionNotdifferentiatedfromthecompetitionClaimsarenotbelievableGrammaticalerrors generalsloppiness WhyAreSoManyProposalsBad TheyareproducedbycommitteesTheyareproducedunderpressureTheyshowananxietytowinTheproposalstaffisover committedand orpoorlypreparedThemessageisunclearorlackingKPMGdidnotlistentothecustomerKPMGlistenedtothewrongpeopleUnsubstantiatedclaims AilmentsofProposals MOTIONSICKNESS jumpstooquicklyfrompointtopointandisdifficulttofollowSENILITY thesameoldstuffAMNESIA importantpointsomittedSTERILITY ideasnotconceivedNARCISSISM toomuchhornblowingSCARLETFEVER excessiveuseofredGOITER blownupinthewrongplacesCONSTIPATION theremaybesomethinghere butitsimplyrefusestocomeout ProposalsAnswer9BasicQuestions Whoarewe Whatareweselling Whyarewesellingit Howisitbetterthanthecompetition Howarewegoingtoexecuteit Howarewegoingtomanageit Whyarewequalifiedtodoit Howmuchisourprice Canwedoitwithincostandonschedule SixBasicProposalPrinciples YounevergetasecondchancetomakeafirstimpressionAgoodproposalwillnotalwayswin butapooronewillalmostalwaysloseBus Developmentisdoingyourhomework studying proposalsaretakingthetestProposalManagementiswheredemocracystopsEvaluatorsexpecttoseequalityreflectiveofthetimeallottedtopreparetheproposalWritetowin ordon tbegin TypicalOpportunityScenarios RequestforProposal RFP OpportunityfromPartner BDM Sr ManagerNoRFPNoformalrequirementsstatement ReadinganRFP Whattolookfor IstheSOWwhatwethought Canwedothejob Howmanydaystopreparetheproposal Howmanysectionsareintheproposal Arethere8aorminority ownedbusinessrequirements Whatarethestaffing skills geographicrequirements Arethereextensivecustomerreferencerequirements AretheretechnologiesrequiringotherKPMGpracticesoroutsidehelp teamingarrangement Howisevaluationweighted technicalvs cost Aretherespecialproductionconsiderations Existingcontractvehicle Whataboutcontracttermsandconditions WhattoDoWhenThereisNoRFP RefertotheOpportunityFactSheet OFS filledoutbytheKPMGPartner BDM Sr ManagerContainsmuchoftheinformationfoundinanRFPServesastheRFPfortheproposalAnalyzetheBusinessOpportunityoutlinedintheOFSjustasyouwouldanRFPIsthereacompellingreasontobid RelyontheKPMGcontact sknowledgeabouttheclient theopportunity andthecompetition FinalAnalysis ShouldWeBid Easytobid hardnottoSomereasonsnottobid Strongincumbent clientlookingfora checkbid Clientbudgetvs projectscopedoesn tmatchNoknowledgeofcompetitionNorelationshipswith orpriorknowledgeofclient RFPKPMGprojectstaffeithernotavailableorunqualifiedCan tmeetminimumsolution geographicrequirementsKPMGQualificationsnotstrong pertinentenoughProposalresponsetimetooshorttoproduceahigh quality competitivedocumentCosttoproduceproposaloutweighspotentialaward AnyQuestions CarlRosenblattBDSTManager PublicServicesTyson sTower703747 6508 CreatingEffectiveProposalsUtilizingProposalGraphics CONSULTING WhatareProposalGraphics They reworth1 000wordswhenusedproperlyandeffectivelyGreatforpageconstraintsTheyshowspatialrelationshipsTheybreakupmonotonoustextTheyconveyinformationquicklySomeevaluatorsfocusprimarilyongraphics WhatGraphicsRepresent Architectures 1 3 Technicaldiagrams networktopologies etc ProcessesandMethodologies 4 9 Managementprocedures testingprocesses KPMGmethodologies etc Relationships 10 11 Organizationalcharts reportingstructuresStatisticsandRelatedInformation 12 19 RevenuefiguresStaffbreakdownbyskillarea degree GraphicalElements BackgroundActionCaptionsTitleFigureNumbersTextMaps LegendsBoxesChartsArrowsBulletsShadingBalloonsClip Art KeyFeatures PhotosIllustrations GraphicsDevelopmentProcess Message PurposeArchitecture Processes RelationshipsFlow StartingPointPlacement Size Mockup DraftGraphicalElementsActionCaptionReview Istheoriginalmessageclear Refine oftengothroughseveraliterations Reviewagain ActionCaptions EffectiveforconveyingamessageandreinforcingathemeShouldbeinformativeandpositiveShouldtellthereaderwhattoconcludefromthegraphic andnotservesolelyasatitleBadExample ProjectSchedule GoodExample KPMG sprojectscheduleacceleratesdeliveryby3monthsduetotheuseofCOTSsoftware SymptomsofBadGraphics Toomuchtext 1 4 Toomuchwhitespace 14 17 19 Noclearmessage 1 3 4 Noclearentrypoint 1 3 4 9 Excessiveuseof red soundsanalarmPoorbalance symmetry 19 Poorshading contrast 2 9 17 Noconsistency 4 10 TipsandPointers ClearMessage 12 5 7SecondTest 15 FlowandEntryPoint 5 Left to right top to bottom orcenteroutOrganization 2 Balance Symmetry 6 10 AppropriateSize 2 8 16 UseShadingtoProvideContrast 1 8 MoreTipsandPointers ConsistencyFonts shading shapes pictures images verbtense capitalization arrows titles clip art diagrams photosGraphicsshouldbeconservativeandprofessional notflashyGraphicscanandshouldreinforcethetextCheckreferencesforaccuracyPageshouldlookthesameupsidedown 12 Checkspelling grammar 4 AnyQuestions CarlRosenblattBDSTManager PublicServicesTyson sTower703747 6508 CreatingEffectiveProposalsProposalWriting GuidelinesandHints CONSULTING Re usingMaterial ReusableMaterial textorgraphicsfrompreviousproposalsthataddresssimilarrequirementsDon tthrowboilerplatetogetherandcallitasectionClients evaluatorsknowwhenthey rereadinggenerictext andresentit ThoroughlyreviewandmodifyanytextorgraphicsyoureuseTailorthematerialtotheclientandtheRFPCommonlyreusedmaterial qualifications clientprofiles resumes statistics capabilities graphicsAlwaysdangeroustoreusetechnicalsolutions approaches ProposalTone Beginsentenceswiththeclient sconcernShowunderstandingandempathyofthatconcern provethatyouknowtheclient names sites systems RespondtothatconcernBedirect confidentandassertive butnotarrogantGuardagainsttoomanyparagraphsbeginning KPMGunderstands or KPMGrecognizes SubstantiateclaimswithstatisticsandexamplesSuperlativesaregenerallybad can tbesubstantiated Mixtheuseof we and KPMG throughout ProposalToneExamples ProperExample Overthepastseveralyears theUniversityofMassachusetts Amhersthasinitiatedabroadreviewofitsadministrativesystems resultingintheselectionofthePeopleSoftStudentAdministrationSystem BasedonyourRFP werecognizethatUMassdesiresspecificassistancerelatedtothebusinessprocessredesignofyourstudentservices andfit gapanalysesfortheseimprovedprocesses ImproperExample KPMGisthegloballeaderineverymeaningfulandquantifiableway ProposalTense Use active voice theactorcomesbeforetheverbAvoid passive voice noactor vague unresponsiveCorrect KPMGwilldevelopthesystem Incorrect Thesystemwillbedeveloped Followthe truetense rule whetherpast present orfutureCorrect Thecurrentsysteminterfaceswith Thefuturesystemwillincreaseaccess Incorrect Thefuturesysteminterfaceswith BulletLists BreakuplengthynarrativeChangeasentencethatlistsmanyitemstoabulletlistAvoidswitchingtense voice ortonewithinthelistUseparallelwordingtostarteachbullet thesamekindofword verb noun adjective etc CapitalizethefirstwordofeachbulletinthelistIntroducebulletlistwithacolon thenseparateeachbulletwitheitherasemi colonornothingExampleofaconsistentbulletlist TheNASAsystemwillprovidethefollowingbenefits IncreasedresponsetimeImprovedcustomerserviceImmediatedataaccess Graphics AnothergreatwaytobreakupcontinuoustextMucheasiertoreadandreviewDepictprocesses flows activitiesbetterthantextCanbetables matrices orfull scalefoldoutsServemanypurposessuchas Staffing names skills yearsofexperience org chartsQualifications statistics dates projects numbersWorkplan tasks hours staffassignedTechnical diagrams architectures systemdesignsTraining coursestructure methodologyRFPrequirementscompliancechecklist GrammarandPunctuation Insertacommaaftereachelementinaseriesofmorethantwoelements andinnumbersof1 000ormoreUsetwospaces betweennumbersandtitleofsectionheadingsafterperiodsandcolonsUseonespaceaftercommasandsemicolonsReferenceothersectionsoftheproposalwhenappropriate assuch Insection4 3 PotentialProblems wediscussourriskmanagementpolicies FollowWordConventions Referto conventionwordlist establishedbyProposalCoordinatorHelpsdifferentwriters sectionssoundconsistentEasesfinaleditingsomewhat search replacelist Whenindoubt defertoRFP clientusagePrimeexamples projectvs engagementclient servervs client serverUNIXvs Unixdatabasevs databaseworkplanvs workplanRunspellcheckEVERYtimeyouexitafile AdditionalLanguageGuidelines Avoidusingsuperlatives all every never KPMGLegalalsofrownsonitUse exceedstherequirements sparinglyifwereallydo weshouldexplainhowandwhyAvoidtheambiguous etc attheendofaseriesUsewordsfornumberslessthan10Usenumberswhenreferringtotime money distance orpercentageAvoid i e and e g use forexample Avoid via use through or using Knowdifferencebetween its and it s KPMGstaff issingular personnel areplural datum issingular data areplural Support ProvideandEnsure MostoverusedwordsinproposalsUsedsomuchtheycanbegintolosetheirmeaningSomesuggestedalternatives advocate affirm aid approve assist confirm control convey demonstrate develop direct effect enable encourage enhance establish execute facilitate favor improve leadto maintain manage monitor obtain offer perform promote resultin strengthen verify VersionsandRevisions UseMSWord Comments featurefornotestotherevieweroryourself outstandingissues holes HavereviewersuseMSWord Revisions featureonsoft copyeditssoyoucanseethechangesmadetoyourtextAlwaysmaintainacopy andbackupcopy ofthemostrecentversionofyourdocumentdifferentversionsfloatingaroundcausenightmaresuseversionnumberingconventionsWhenrevisingtext havetheRFP OFShandy Summary Re readtheRFP OFSrequirementsandevaluationcriteriaThinkbeforeyoustartwritingUseoutlinesandgraphicstoorganizethoughtsCustomizethetexttotheclient usespecificexamplesUsebulletsandtablesforclarityLookforgraphicsopportunitiestobreakupalotofnarrativeBalancecontent clientneedvs KPMGcapabilityAvoidchestbeating domoreparagraphsbeginwiththeclient snamethanKPMG Theyshould Everywriterneedsandeditor AnyQuestions CarlRosenblattBDSTManager PublicServicesTyson sTower703747 6508 CreatingEffectivePro