《Business Letters》课件-Module 6 Business Proposals课件-英语

BusinessProposalsModuleSixGenre-basedBusinessEnglishReadingLearningObjectivesPre-readingReadingPost-readingFurtherReading2learnsometermsaboutbusinessproposals3getfamiliarwiththeformatandcontentsofbusinessproposals4knowthebasicsaboutnominalization5practicethewritingofbusinessproposals1knowhowtowriteabusinessproposalLearningObjectivesPre-readingReadingPost-readingFurtherReadingWatchthevideoabouthowtowriteabusinessproposal,thentrytoanswerthefollowingquestions.LearningObjectivesPre-readingReadingPost-readingFurtherReading1.Whatisabusinessproposalaccordingtothevideo?2.Whatcomponentsshouldbeincludedinthelayoutofabusinessproposal?3.Whyisitimportanttothoroughlyresearchthebusinessyourareapproaching?Itisaformaldocumentthatonebusinesssubmitstoanothertoearntheirbusinessthroughaspecificproject,salesofgoodsorservices.Thelayoutofabusinessproposalshouldincludeatitlepage,tableofcontents,executivesummary,problemstatement,problemsolutionandpricing.Becauseresearchingthebusinessthoroughlyisconducivetolayingoutdetailssuchashardcosts,equipment,staffandlabor,taxes,legalrequirementsandfees.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartOneGetYourselfPrepared:theBasicsI.Getyourselffamiliarwiththeterms.Thefollowingtermsarefromthepassageyouaregoingtoread.Readthedefinitionstogetyourselfpreparedforthecomprehensionofthepassage.►1.catalyst:►2.bulletproofproposal:►3.solicitedproposal:apersonorthingthatcausesachangeproposalwhichisnotsubjecttocorrection,alterationormodificationproposalpreparedatrequestofclientsinresponsetotheirofficialrequestforproposalLearningObjectivesPre-readingReadingPost-readingFurtherReading►4.executivesummary:►5.internalproposal:►6.qualification:►7.legalese:abriefintroductionandsummaryofabusinessplandocumentthatiswrittenforanaudiencethatisinsideofyourorganizationaskill,quality,orattributethatmakessb.suitableforajob,activityortasklanguageusedinlegaldocumentsthatisdifficulttounderstandLearningObjectivesPre-readingReadingPost-readingFurtherReadingII.Testyourselfwiththeterms.FillintheblanksinsentenceslistedinColumnBwiththetermsinColumnA.ABcatalyst1.Thereisneverashortageofentrantssentinbypeoplebaffledbybureaucraticlanguageandbefuddled_______.bulletproofproposal2.Businesswritingforthecompanyismainlyinternalfinancialstatementslikereportsandreceipts,workingreportsand______________forimprovingthecompanymanagementandcostcontrol.solicitedproposal3.We’lltryourbesttoprovideyouwitha_______________andlookforwardtoourfuturecooperation.executivesummary4.Atleastthreeyearsofrelevantexperiencemaysubstitutefortheformal_________listedabove.internalproposal5.Weencourageyoutosubmitaneffective______________withyourbusinessplan,answeringthefollowingquestions.legaleseInternalproposalbulletproofproposalqualificationexecutivesummaryLearningObjectivesPre-readingReadingPost-readingFurtherReadingII.Testyourselfwiththeterms.FillintheblanksinsentenceslistedinColumnBwiththetermsinColumnA.ABqualification6.A______________ismadewhenyouknowalltherequirementsandhavemoreinformationaboutaprospectiveclient.legalese7.Theeventservedasa_______forthecreationofamoreopenandempoweredcultureatthecompany.solicitedproposalcatalystLearningObjectivesPre-readingReadingPost-readingFurtherReadingPassage1HowtoWriteaBusinessProposalthatDrivesAction/business/learn/how-to-write-a-business-proposal/

Acarefullybusinessproposalcanbeapowerfulcatalystforpositivechange.Itcanalsopositionyouasaleaderandatrustworthysourceofinsight.Creatingaproposalthatyouraudience,however,requiresproperformattingandcontent.Otherwise,itcouldeasilybeglazedoverortossedintothetrashbeforeitevengetsread.

AccordingtoareportbysoftwarecompanyProposify,anestimated

50%ofproposals

aresignedorrejectedwithintwenty-fourhoursofopening.Soit’scriticaltotakeextracareinensuringeveryaspectofyourproposalwhichisworkingtodrivetheintendedsubsequentactionfromthereader.

精心制作的producedormadeskillfully达成共鸣；引起…的共鸣arouseresonanceorsympathytrailblazingcraftedstrikesachordwithcompelling开拓性的；带头的pioneeringorinnovative引人注目的interestingorexcitingenoughtokeepyourattentioncompletelyLearningObjectivesPre-readingReadingPost-readingFurtherReadingLet’sdiscussthebasicsofhowtowriteabusinessproposal—thefundamentalelementsallproposalsshouldinclude,aswellaswhatmakesforaneffectiveproposal,andhowtoapplythoseprinciplestoyourownwork.Whatmakesabusinessproposaleffective?Havingtherightformatandinformationwillgetyourproposalread—butmakingitcompellingwillensureitgetsimplemented.Sohowdoyouwriteaneffectivebusinessproposal?Apersuasiveproposalis:tofititsaudience.

Thefocusofyourbusinessproposalshouldalwaysbeonyouraudience’sneedsandhowyoursolutioncanaddressthem.Easytoreadandunderstand.Theformattingshouldbeeasytofollow,andthecontentshouldbeconciseandfreeoftangentsandirrelevantdetails.distractingTailed专门的，特制的madeoradaptedforaparticularpersonorpurpose分心的；分散注意力的preventingyoufromconcentratingonsomethingLearningObjectivesPre-readingReadingPost-readingFurtherReadingWritteninaconfident,directtone.Atimidtonecanquicklyanotherwisebulletproofproposal.Afterall,ifyou’renotconvincedofyourownargument,whyshouldyourreaderbe?Professionalinitspresentation.Yourdocumentshouldbefreeofmistakesthatmightmisdirectordistractyourreader.Ifyouprintyourproposal,besuretokeepthepapersinconditionuntiltheyaredelivered.Now,let’stakealookathowtoapproachwritingaproposalinclusiveofalltheseelements.

Howtowriteabusinessproposal:thebasicsTherearetwobasictypesofbusinessproposals:solicitedandunsolicited.

underminepristine逐渐削弱；逐步减少效力tomakesthorsbbecomegraduallylesseffective,confident,orsuccessful崭新的freshandclean,asifnewLearningObjectivesPre-readingReadingPost-readingFurtherReadingSolicitedbusinessproposals

arespecificallyrequestedbyclientsandtendtorequirelessresearch.Thisisbecausetheclienttypicallyincludesall(oratleastmost)oftheinformationaboutthemselvesandtheirrequirementsforyourproposalinaformalrequestforproposal(RFP)document.Unsolicitedbusinessproposals

aresimilartocoldemails.Theyaresenttopotentialcustomers,clients,andinvestorswiththehopethattheywillwanttohearmore.BecauseyouwillnothavebeenprovidedwithanRFPdocumentfirst,youwillneedtoconductthoroughresearchonyourowntounderstandyouraudiencepriortowritingthistypeofproposal.prospectivepertinent预期的；潜在的expectedtodosthortobecomesth有关的relevanttoaparticularsubjectLearningObjectivesPre-readingReadingPost-readingFurtherReadingIngeneral,allbusinessproposalsfollowthesamebasicstructure:1.Titlepage2.Tableofcontents3.Executivesummary4.Problem5.Solution6.Yourqualifications7.Costsummary8.Termsandconditions9.AgreementLet’sdelveintowhatspecificinformationyou’llneedtoincludeineachsectionofyourproposal,dependingonthetypeofproposalyou’rewritingandtowhomyouwillbeaddressingit.LearningObjectivesPre-readingReadingPost-readingFurtherReading1.TitlepageThetitlepageshouldclarifywhoyouare,whoyouraudienceis,andwhatthetopicofyourproposalwillbe.►Whensendingaproposaltoanexternalaudience,besuretoincludethefullnameofyourbusiness,yourname,andallrelevantbusinesscontactinformation.►Forinternalproposals,it’smoreimportanttofocusonwhatyourproposalisabout.Yourtitleshouldreflectwhatproblemyouaresolvingorwhatsolutionyouareproposing,e.g.,“ProposaltoIncreaseMarketingBudget.”Keepthispagesimpleandcleanintermsofbothlayoutandcontent—avoidclutteringitwithunnecessarytextandtoomanygraphics.LearningObjectivesPre-readingReadingPost-readingFurtherReading2.TableofcontentsThisbrieflistoftopicscoveredinyourproposalisonlynecessaryforlongerdocuments—itmakesmoredetailedproposalseasierto.

►Forphysicalsubmissions,includethetitlesofeachsectionaswellaspagenumbers.(Besuretonumberthepagesofyourdocumentaswell.)►Forelectronicproposals,it’sbesttolinkeachitemtothecorrespondingsection.Whileyou

can

getalittlecreativewithyoursectiontitlesifitfitsyourbrand,clarityaboveall.Itshouldbeeasytotellataglancewhatthepurposeandcontentsofeachsectionwillbe.navigateprioritize导航tomovebetweenthedifferentareasofawebsitebyusingthelinkscontainedinit优先处理；给…优先权totreataparticularissueasbeingmoreimportantthananyothersLearningObjectivesPre-readingReadingPost-readingFurtherReading3.

ExecutivesummaryAsthenamesuggests,thisisaconcisesummaryofthecontentyouwillbepresentingthroughouttherestofyourproposal.►Forcustomer,client,orinvestorproposals,thisisyourfirstchancetointroduceyourselfandyourbrand.Brieflydiscusswhoyouare,whatyoudo,whatneedyourproposaladdresses,andhowyouplantofillit.►

Forthesummary,concisenessiskey.Keepsentencesshort,simple,andtothepoint;avoidgettingtoodetailed(youcangointomoredepthinthefollowingsections).LearningObjectivesPre-readingReadingPost-readingFurtherReading

4.Problem

Thissectioniswhereyouclearlystatetheproblemyouaretryingtosolveortheneedyouseektofill.

►Thisisyouropportunitytoshowthatyouunderstandboththeproblemitselfandtherequirementsyou’llneedtofulfillinordertosolveit.►Besuretoemphasize

why

it’ssoimportantthatthisproblemgetssolved.Beasdetailedasnecessarytofullyconveythescopeoftheissueyourproposalwilladdress—justbesuretoonlyincludedirectlyrelevantinformation.LearningObjectivesPre-readingReadingPost-readingFurtherReading

5.SolutionThisistheofyourproposal—aclearanddetailedoutlineofyoursolutionanditsbenefits.►Preemptivelyaddressanyconcernsyouraudiencemayhaveatthispointbydiscussingpotentialobstaclesandhowtheycanbeavoidedoraddressed.►Clearlystatewhyyoursolutionisthe

best

solution.Whatisitthatmakesyourproposalmoreeffectiveorbeneficialcomparedtoalternativeoptions?

Whenwritingthissection,alwayskeepyouraudienceattheforefrontofyourmind.Themoretailoredyourproposalistoyouraudience’sperspective,themoreconvincingitwillbe.meat重要的部分importantpartsofsomethingsuchasabook,movie,ornewspaperarticleLearningObjectivesPre-readingReadingPost-readingFurtherReading6.YourqualificationsThisiswhereyoureassureyouraudiencethatyouhavetheexperienceand/orexpertisenecessarytosolvetheproblem.►Thissectionismainlyusefulforproposalsdirectedatcustomers,clients,orinvestorswhomaybeunfamiliarwithyouoryourwork.►Youmayalsowanttoincludethissectioninunsolicitedinternalproposalsif,forexample,thecolleagueitisaddressedtoissomeonewithwhomyouhavehadlittlepriorcommunication.►Thissectionmaynotbenecessaryforasolicitedproposal,astheuseofanRFPindicatesyouraudienceisalreadyawareofyourqualifications.Forthissection,toneisalmostasimportantasthecontentitself.Aconfidenttonewillthetrustyouaretryingtobuild.

reinforce加强；增强tomakeanidea,belief,orfeelingstrongerLearningObjectivesPre-readingReadingPost-readingFurtherReading7.

Costsummary

Thisiswhereyouincludethefinancialcostofyoursolution,aswellasanyotherpotentialcosts(time,resources,etc.)itmayincur.►Clearlybreakdownthedifferentcosts—ensureyourreaderswillknowexactlywhattheyarepayingforandhowmuchitwillcost.►Ifapplicable,makesuretobetweennecessarycostsandthosethat,whileidealtoinclude,canbecutifabsolutelynecessary.►Forelectronicsubmissions,considerincludingaresponsivepricingtablethatwillallowthereadertocheckoffonlytheitemstheyareinterestedintoinstantlycalculatethetotal.Forthissection,goodorganizationiscritical.Usesimpletables,charts,orliststomakeitaseasyaspossibleforyourreadertoreviewtheiroptions.differentiate区分；区别toseeorshowadifferencebetweenthingsLearningObjectivesPre-readingReadingPost-readingFurtherReading8.TermsandconditionsUsethissectiontothoroughlycoverbillingprocedures,projecttimelines,andotherlegalformalities—the“termsandconditions”ofyouragreement.►Thissectionislikelynotnecessaryforinternalproposals,butisabsolutelynecessaryforproposalsdirectedatcustomers,clients,orinvestors.Avoidfrustratingyourreaderwithconfusinglegaleseandindustryjargonhere;

keepyourvocabularysimpleanddirect.

9.AgreementThisiswhereyouandyourreadersignoffontheproposalonceitisaccepted.►Besuretoincludebothyourandyourreaders’namesandtitlesinprintbelowthesignaturelines.LearningObjectivesPre-readingReadingPost-readingFurtherReading►Forcustomer,client,orinvestorproposals,includecontactinformationshouldtheyhavequestionsorconcernsaboutyourproposal.Again,keepthissectionsimpleandeasytoreadinordertosmooththepathtoacceptance.Asforcreatingthedocumentitself,thereisawidevarietyofpurchasablebusinessproposaltemplatesandprograms.However,manymajordraftingplatforms(suchas

GoogleDocs)offerfreetemplatesyoucanuseaswell.Inmostcases,youcanevencustomizethelookofthesetofityourbrandimage.LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfor“True”andFfor“False”.T/FStatements——1.Aproposalwithproperformattingandcompellingcontentismorelikelytogainapositivereactionfromthereader.____2.Apersuasiveproposalmeetstheaudience’sneedsandprovidessolutionstotheproblems.____3.Toshowpoliteness,thetoneofaproposalshouldbeindirect.____4.Craftinganunsolicitedbusinessproposalrequiresalotmoreresearchtohaveabetterunderstandingoftheaudiencecomparedwithsolicitedones.____5.Whensendinganinternalproposal,youhavetoemphasizethe“why”and“how”inyourproposal.TTTFTLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfor“True”andFfor“False”.T/FStatements____6.Thekeypartofaproposalistopresentyoursolutionandclarifyitsbenefitswithaclearanddetailedoutlineafterproblemstatement.____7.Youhadbettershowyourexperienceandexpertiseinabusinessproposaltoconvinceyouraudienceofyourqualifications.____8.Financialcostofyoursolutionistheonlycostyouhavetotakeintoaccountwhenmakingcostsummary.____9.Billingprocedures,projecttimelinesandsomeotherlegalformalitiesshouldbeincludedinthesectionof“termsandconditions”.TTTFLearningObjectivesPre-readingReadingPost-readingFurtherReadingPartTwoASampleBidProposalGetyourselffamiliarwiththeterms.Matchthedefinitionwiththeterms.1.expertise2.contractor3.blog4.projecttimeline5.correspondence6.deliverable____A.sth.thatcanbeachievedordeliveredastheresultofaplanorprocess______B.thelettersapersonsendsandreceives______C.expertknowledgeorskillinaparticularsubject,activityorjob______D.apersonorcompanythathasacontracttodoworkorprovidegoodsorservicesforanothercompany6512LearningObjectivesPre-readingReadingPost-readingFurtherReading______E.thelengthoftimethataprojectisexpectedtotake______F.awebsitethatcontainspersonaldiariesorjournals,orsomeparticularsubjectsandcomments431.expertise2.contractor3.blog4.projecttimeline5.correspondence6.deliverableLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D1._____isnotanecessarycomponentofatypicalbidproposal.A.PricinginformationB.Purposeoftheproposalandproject.C.TermsandconditionsD.Coverletter2.Toshowyourcompetenceintheproject,whichofthefollowingshouldbeincludedinabidproposal?A.Companymanagementmodel.B.Samplesofyourcompany’swork.C.Companyhistory.D.Employees’educationbackground.D.CoverletterB.Samplesofyourcompany’sworkLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D3.Accordingtothebidproposaltemplate,whichofthefollowingisnotincludedinthejobsummarysection?A.Abriefoverviewoftheproject.B.Aplantocompletetheproject.C.Severalkeydeliverables.D.Adetailedtimeframeforcompletingtheproject.4.PrettyPennyMediacanprovidethefollowingservicesexcept_____.A.creatinglogosB.buildingabrandguideC.beautifyingproductpicturesD.redesigningwebsitesD.Adetailedtimeframeforcompletingtheproject.

C.beautifyingproductpictures

LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D5.Inabidproposal,paymentstermsshouldbeincludedinthe_____part.A.jobsummaryB.budgetandpricing.C.termsandconditionsD.Projecttimeline6.Whichofthefollowingstatementsaboutbidproposalisnotcorrect?A.Itisusedtooutlinethecompany’sproductsorservicestoprospectiveclients.B.Itcanbeusedatanytimeandinanyindustryaslongasonepartyisprovidingagoodorserviceforanotherparty.Theelementsofabidproposalarefixedregardlessofprojectorindustry.D.Aneffectivebidproposalcanhelpestablishthecompany’sexpertise.C.termsandconditionsC.Theelementsofabidproposalarefixedregardlessofprojectorindustry.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartThreeSampleBusinessProposalsGetyourselffamiliarwiththeterms.Thefollowingsentencesaretakenfrompassage3.Therearetwosuggestedmeaningsforthewordsinitalics.Choosethecorrectoneusingthegivencontextandword-buildingskills.1.Afterreadingyourexecutivesummary,theprospect(A.商业前景B.潜在客户)shouldhaveaclearideaofhowyoucanhelpthem—eveniftheydon’treadthefullproposal.2.I’llmeetwithAnnieJamestodiscusshervision(A.视力B.愿景)fortheeventphotos.3.Yourtitlepageshouldreconcileengagement(A.交互参与B.从事工作)withprofessionalism.B.潜在客户B.愿景A.交互参与LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartThreeSampleBusinessProposalsGetyourselffamiliarwiththeterms.

4.Ifyou’resendingyourproposalelectronically,ithelpstoincludeaclickabletableofcontentsthatwilljumptothedifferentsectionsofyourproposalforeasyreadingandnavigation(A.导航B.航行).5.Ourrobustportfolio(A.公文包B.组合)ofworkintheseareasiswhatsetsusapartfromtherest.6.We’llprovideyouwithhighresolution(A.决心B.分辨率)imagesforyourwebsiteandmarketingmaterials.A.导航B.组合B.分辨率LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Readthefollowingstatements.EachstatementcontainsinformationgiveninoneofthepartsmarkedAtoJinthepassage.Identifythesourceofthestatements.Writedownthecorrespondingletterbeforeeachstatement.______1.DanielDigitalPhotography&Design’sstrongportfolioofworkinthefoodandbeverageindustrieshelpsthemstandoutfromtherest.______2.Theproposedsolutionshouldbetailoredtotheclient’sneeds.______3.Beforewritingabusinessproposal,you’dbetterhaveaninitialcallormeetingwithyournewclienttofullyunderstandtheirproblemsandobjectives.______4.Engagementandprofessionalismshouldcoexistharmoniouslyonthetitlepage.______5.Anoptionalfeetablecanbeusedtoprovidethepotentialclientwithseveralpricingoptionsfortheirbudgets.DFABHLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.______6.Whensendingelectronicproposals,itisbettertoincludeaclickabletableofcontentswhichallowseasyreadingandnavigation.______7.Research,criticalthinkingandextrathoughtplayakeyroleinstatingtheproblem.______8.Uponsigningthecontract,ClearyCoffee,Inc.hastopay60%ofthetotalpaymenttoDanielsDigitalPhotography&Design.______9.Previoussuccessfulstories,awardsorcertificationscanbeincludedinaproposaltoconvincetheclientofyourcompetence.CEIGLearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationNominalization.au/turning-verbs-into-nouns-nominalization/Theprocessofturningverbsandadjectivesintonounsisknownasnominalization.It’salsosometimescalled“nouning”.Therearetwotypesofnominalization:Somenominalizationsareformedwiththeadditionofasuffix,suchas-ment,-ion,-ure(assignment,remuneration,failure).Othernominalizationsareformedwithoutasuffix(use,act,progressasnouns).Theyareknownaszero-change,zero-derivationorzero-conversionnominalizations.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformation

1.NominalizationsformedwithsuffixesNominalizationsformedwithsuffixeshaveabadnamebecausetheyareassociatedwithbureaucraticoracademicwritingandtherearemanyhumorousexamplesoftheoveruseofnominalizations.Here’sanextract:Theproliferationofnominalizationsinadiscursiveformationmaybeanindicationofatendencytowardspomposityandabstraction.Writerswhooverloadtheirsentenceswithnominalizationstendtosoundpompousandabstract.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationa)NominalizationsareusefulforabstractconceptsWecanoftenexpressabstractconceptswithnominalizationsmoreconciselythanusingverbs.Yettryingtodescribetheseconceptswithverbscouldmakeyourwritingmoreverbose.Forexample,nominalizationhasawideuseinbusinesscontract:

►Ifyouattempttoassignunderthatconditionthatyouviolatethisclause,itshallbevoid.Anyattemptedassignmentinviolationofthisclauseshallbevoid.

►IftheSellerfailstosubmitthepaymentdocumentswithinthreebusinessdays,theBuyerisentitledtoclaimthecompensation.ThefailuretosubmitthepaymentdocumentsbytheSellerwithinthreebusinessdaysentitlestheBuyertoclaimthecompensation.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationb)NominalizationsgivepowertoanaccompanyingverbSometimesyoumightwanttogiveaverbaccompanyinganominalizationadditionalmeaning.Comparethefollowingtwosentences:

►PartyAshallestablishthestaffandremunerateforthem,whoprepareandconstructoffice.Theestablishment,remunerationandtheexpensesofthestaffofthepreparationandconstructionoffice,whenbybothparties,shallbecoveredintheprojectbudget.2.Zero-changenominalizationsWhenawordremainsunchangedbetweentwouses,itisreferredinlinguisticsasazero-derivationconversion.Itisnotunusualinmanylanguages.Forexample:LearningObjec