XX公司全套内部培训教程ppt课件

1、Creating Effective ProposalsWriting an Effective Executive SummaryC O N S U L T I N GGeneral RulesBegin EarlyFollow RFP InstructionsHighly ThematicClear, Expository WritingExplicit MessagesActive Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) ToneAvoid Adverbs and

2、 Overblown WritingUtilize Summary GraphicsObjectivesGet the Readers AttentionShow our Understanding of the ProblemInsights/PerspectivesSummarize Key Parts of Our Approach/Solution - Focus on HowConvey Confidence that KPMG is the Best Firm to do the Job - Why?Obtain Important Points/Themes from Major

3、 Section WritersPreparing and Writing IFirst StepsRead the RFP/Opportunity Fact SheetReview Proposal Discriminators and ThemesAnalyze ProposalLearn Customer Hot ButtonsReview Other Executive SummariesPreparing and Writing IIBuild OutlineOutline Each PageMajor Headings, Ideas and GraphicsMap Themes a

4、nd Discriminators to HeadingsPreparing and Writing IIIWork Through Each SectionFlesh Out Ideas that will be DevelopedUse Selected Proposal GraphicsCreate Summary GraphicsUse New Graphics/Text SparinglyCreate TextAdapt Proposal Text (minimize direct lifts)Write Introductions, Linkages, Closing Points

5、Editing and RevisionsEnsure Good Draft for Red Team ReviewSeek BDM ReviewSeek Sr. Manager/Partner ReviewDont Skip EditorFine Tune ContinuouslyAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508Creating Effective ProposalsProposal BasicsC O N S U L T I N GThe Big Pictur

6、e“The obvious is obviousonly after its obviousWhat Makes a Good Proposal?Is directed to the right audienceOffers a low-risk, well-substantiated solution to a real (not always stated) needIs easy to understandShows (not claims) competenceOffers distinct benefits over othersBetter, faster, cheaperImpr

7、esses evaluatorsProvides tangible valueWhat Makes a Bad Proposal?Hard to understand/hard to scoreNot responsive and non-compliantFails to demonstrate competenceSolves the wrong problemOffers an unproven or risky solutionNot differentiated from the competitionClaims are not believableGrammatical erro

8、rs/general sloppinessWhy Are So Many Proposals Bad?They are produced by committeesThey are produced under pressureThey show an anxiety to winThe proposal staff is over-committed and/or poorly preparedThe message is unclear or lackingKPMG did not listen to the customerKPMG listened to the wrong peopl

9、eUnsubstantiated claimsAilments of ProposalsMOTION SICKNESS - jumps too quickly from point to point and is difficult to followSENILITY - the same old stuffAMNESIA - important points omittedSTERILITY - ideas not conceivedNARCISSISM - too much horn blowingSCARLET FEVER - excessive use of redGOITER - b

10、lown up in the wrong placesCONSTIPATION - there may be something here, but it simply refuses to come outProposals Answer 9 Basic QuestionsWho are we? What are we selling?Why are we selling it?How is it better than the competition?How are we going to execute it?How are we going to manage it?Why are w

11、e qualified to do it?How much is our price?Can we do it within cost and on schedule?Six Basic Proposal PrinciplesYou never get a second chance to make a first impressionA good proposal will not always win, but a poor one will almost always loseBus. Development is doing your homework (studying); prop

12、osals are taking the testProposal Management is where democracy stopsEvaluators expect to see quality reflective of the time allotted to prepare the proposalWrite to win, or dont beginTypical Opportunity ScenariosRequest for Proposal (RFP)Opportunity from Partner/BDM/Sr. ManagerNo RFPNo formal requi

13、rements statementReading an RFP: What to look for?Is the SOW what we thought? Can we do the job? How many days to prepare the proposal?How many sections are in the proposal? Are there 8a or minority-owned business requirements? What are the staffing/skills/geographic requirements? Are there extensiv

14、e customer reference requirements? Are there technologies requiring other KPMG practices or outside help (teaming arrangement)?How is evaluation weighted (technical vs. cost)? Are there special production considerations?Existing contract vehicle?What about contract terms and conditions? What to Do W

15、hen There is No RFPRefer to the Opportunity Fact Sheet (OFS) filled out by the KPMG Partner/BDM/Sr. Manager Contains much of the information found in an RFPServes as the RFP for the proposalAnalyze the Business Opportunity outlined in the OFS just as you would an RFPIs there a compelling reason to b

16、id?Rely on the KPMG contacts knowledge about the client, the opportunity, and the competitionFinal Analysis: Should We Bid?Easy to bid, hard not toSome reasons not to bid:Strong incumbent (client looking for a “check bid)Client budget vs. project scope doesnt matchNo knowledge of competitionNo relat

17、ionships with, or prior knowledge of client/RFPKPMG project staff either not available or unqualifiedCant meet minimum solution/geographic requirementsKPMG Qualifications not strong/pertinent enoughProposal response time too short to produce a high-quality, competitive documentCost to produce propos

18、al outweighs potential awardAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508Creating Effective ProposalsUtilizing Proposal GraphicsC O N S U L T I N GWhat are Proposal Graphics?Theyre worth 1,000 words when used properly and effectivelyGreat for page constraintsThey

19、 show spatial relationshipsThey break up monotonous textThey convey information quicklySome evaluators focus primarily on graphicsWhat Graphics RepresentArchitectures (1-3)Technical diagrams, network topologies, etc.Processes and Methodologies (4-9)Management procedures, testing processes, KPMG meth

20、odologies, etc.Relationships (10-11)Organizational charts, reporting structuresStatistics and Related Information (12-19)Revenue figuresStaff breakdown by skill area/degreeGraphical ElementsBackgroundAction Captions TitleFigure NumbersTextMaps/LegendsBoxesChartsArrowsBulletsShadingBalloonsClip-Art“K

21、ey FeaturesPhotosIllustrationsGraphics Development ProcessMessage/PurposeArchitecture/Processes/RelationshipsFlow/Starting PointPlacement/Size (Mockup)Draft Graphical ElementsAction CaptionReview - Is the original message clear?Refine (often go through several iterations)Review againAction CaptionsE

22、ffective for conveying a message and reinforcing a themeShould be informative and positiveShould tell the reader what to conclude from the graphic, and not serve solely as a titleBad Example: “Project Schedule.Good Example: “KPMGs project schedule accelerates delivery by 3 months due to the use of C

23、OTS software.Symptoms of Bad GraphicsToo much text (1,4)Too much white space (14, 17, 19)No clear message (1, 3, 4) No clear entry point (1, 3, 4, 9) Excessive use of “red - sounds an alarmPoor balance/symmetry (19)Poor shading/contrast (2, 9, 17)No consistency (4, 10)Tips and PointersClear Message

24、(12)5 - 7 Second Test (15)Flow and Entry Point (5)Left-to-right, top-to-bottom, or center outOrganization (2)Balance/Symmetry (6, 10)Appropriate Size (2, 8, 16)Use Shading to Provide Contrast (1, 8)More Tips and PointersConsistencyFonts, shading, shapes, pictures/images, verb tense, capitalization,

25、arrows, titles, clip-art/diagrams, photosGraphics should be conservative and professional, not flashyGraphics can and should reinforce the textCheck references for accuracyPage should look the same upside down (12)Check spelling/grammar (4)Any Questions?Carl RosenblattBDST Manager, Public ServicesTy

26、sons Tower703 747-6508Creating Effective ProposalsProposal Writing - Guidelines and HintsC O N S U L T I N GRe-using MaterialReusable Material - text or graphics from previous proposals that address similar requirementsDont throw boilerplate together and call it a sectionClients/evaluators know when

27、 theyre reading generic text, and resent it!Thoroughly review and modify any text or graphics you reuseTailor the material to the client and the RFPCommonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphicsAlways dangerous to reuse technical solutions/app

28、roaches Proposal ToneBegin sentences with the clients concernShow understanding and empathy of that concern - prove that you know the client (names, sites, systems)Respond to that concernBe direct, confident and assertive, but not arrogantGuard against too many paragraphs beginning:“KPMG understands

29、. or “KPMG recognizes. Substantiate claims with statistics and examplesSuperlatives are generally bad (cant be substantiated)Mix the use of “we and “KPMG throughoutProposal Tone ExamplesProper Example:“Over the past several years, the University of Massachusetts, Amherst has initiated a broad review

30、 of its administrative systems, resulting in the selection of the PeopleSoft Student Administration System.“Based on your RFP, we recognize that UMass desires specificassistance related to the business process redesign of your student services, and fit-gap analyses for these improved processes.Impro

31、per Example: “KPMG is the global leader in every meaningful and quantifiable way. (!)Proposal TenseUse “active voice - the actor comes before the verbAvoid “passive voice - no actor, vague, unresponsiveCorrect:“KPMG will develop the system.Incorrect: “The system will be developed. Follow the “true t

32、ense rule, whether past, present, or futureCorrect:“The current system interfaces with. “The future system will increase accessIncorrect:“The future system interfaces with Bullet ListsBreak up lengthy narrativeChange a sentence that lists many items to a bullet listAvoid switching tense, voice, or t

33、one within the listUse parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)Capitalize the first word of each bullet in the listIntroduce bullet list with a colon, then separate each bullet with either a semi-colon or nothingExample of a consistent bullet list:“

34、The NASA system will provide the following benefits:Increased response timeImproved customer serviceImmediate data accessGraphicsAnother great way to break up continuous textMuch easier to read and reviewDepict processes, flows, activities better than textCan be tables, matrices, or full-scale foldo

35、utsServe many purposes such as:Staffing: names, skills, years of experience, org. chartsQualifications: statistics, dates, projects, numbersWork plan: tasks, hours, staff assignedTechnical: diagrams, architectures, system designsTraining: course structure, methodologyRFP requirements compliance chec

36、klistGrammar and PunctuationInsert a comma after each element in a series of more than two elements, and in numbers of 1,000 or moreUse two spaces:between numbers and title of section headingsafter periods and colonsUse one space after commas and semicolonsReference other sections of the proposal wh

37、en appropriate, as such:In section 4.3, “Potential Problems, we discuss our risk management policies.Follow Word ConventionsRefer to “convention word list established by Proposal Coordinator Helps different writers/sections sound consistentEases final editing somewhat (search/replace list)When in do

38、ubt, defer to RFP/client usagePrime examples:project vs. engagementclient/server vs. client-serverUNIX vs. Unixdatabase vs. data basework plan vs. workplanRun spell check EVERY time you exit a file!Additional Language GuidelinesAvoid using superlatives (“all, every, never)KPMG Legal also frowns on i

39、tUse “exceeds the requirements sparinglyif we really do, we should explain how and whyAvoid the ambiguous “etc. at the end of a seriesUse words for numbers less than 10Use numbers when referring to time, money, distance, or percentageAvoid “i.e. and “e.g. - use “for exampleAvoid “via - use “through

40、or “usingKnow difference between “its and “its“KPMG staff is singular, “personnel are plural; “datum is singular, “data are plural“Support, Provide and EnsureMost overused words in proposalsUsed so much they can begin to lose their meaning Some suggested alternatives:advocate, affirm, aid, approve,

41、assist, confirm, control, convey, demonstrate, develop, direct, effect, enable, encourage, enhance, establish, execute, facilitate, favor, improve, lead to, maintain, manage, monitor, obtain, offer, perform, promote, result in, strengthen, verifyVersions and RevisionsUse MS Word “Comments feature fo

42、r notes to the reviewer or yourself (outstanding issues, holes)Have reviewers use MS Word “Revisions feature on soft-copy edits so you can see the changes made to your textAlways maintain a copy (and backup copy) of the most recent version of your documentdifferent versions floating around cause nig

43、htmaresuse version numbering conventions When revising text, have the RFP/OFS handySummaryRe-read the RFP/OFS requirements and evaluation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCustomize the text to the client - use specific examplesUse bullets and tables

44、 for clarityLook for graphics opportunities to break up a lot of narrativeBalance content: client need vs. KPMG capabilityAvoid chestbeating - do more paragraphs begin with the clients name than KPMG? They should.Every writer needs and editorAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508Creating