Writing Effective

Proposals

What is a proposal?
A document that offers a
solution to a problem or a
course of action in response
to a need

How to Write an Effective Proposal

(It's time to put an offer on the table. But first, you have
to write one.)

It's not easy to write an

effective proposal; there are no
rules that cover every industry
and every circumstance. But
there are steps you can take to
ensure that your proposal gets
the job done.

1. Focus on the customer's hot buttons.

A proposal should focus on how your product or service will help
prospects achieve their goals and meet their objectives. Although
you may have a standard template you usually use, each proposal
should be individualized to meet the particular prospect's needs.

2. Keep it as short as possible.

There are times--especially when technical statistics and
complicated products are involved--when proposals need to be
packed with data. Otherwise, you should keep the proposal as
short as possible while still making sure it contains all the
necessary information. Proposals that have gorgeous covers,
include press releases and a dozen testimonial letters may look
good, but the truth is that 99 percent of the time, the prospect
will flip through all those pages and go right to the dollars, and
you end up selling on price instead of value. Focus instead on
what the client really wants to know.

3.Ask the prospect how to write the proposal.

Say this: "If you were to get the proposal right now, what would be
the three most important points that would help you make a buying
decision?" Have the prospect prioritize those points, and then
construct your proposal accordingly. If the prospect has formal
proposal requirements, ask whether he or she has written guidelines
you can follow or even a previous proposal you can review to make
sure yours fits within the proper parameters.
Think of your proposal as a tool to forge a strong and long-lasting
relationship with this prospect. Focus on what the prospect sells and
how you can help him or her achieve those goals. When prospects
see that you've put in the time and effort to understand their
business and objectives, your proposal is sure to end up making the
sale.

Types of
proposals

New ProposalA proposal submitted to a sponsor

for the first time, or a proposal being resubmitted
after having been declined by a potential sponsor.
Revised ProposalThis modifies a proposal that is
pending or is otherwise unfunded, but not official
declined by the sponsor. If a proposal has been
declined, a new proposal must be prepared.

Continuation ProposalA continuation applies to a multi-year

award. The continuation proposal requests the already approved
funds for the next phase (or next year) of the project. Typically,
sponsors require a progress report and budget before releasing
additional funds. These proposals only apply to project and budget
years that were approved by the sponsor in the original award.
Pre-proposal/Notice of IntentThe purpose of the pre-proposal is
to peak the interest of a potential sponsor. It typically does not
include a cost estimate and is not expected to result in an award.
Interested sponsors will ask for a full proposal.

 Writing a proposal is
similar to but not
exactly the same as
crafting a persuasive
essay or producing a
report.
the general purpose
of writing proposals is
to persuade the readers
to do something,
whether it is to
persuade a potential
customer to purchase
goods and/or services

o A proposal should define a problem and

describe a solution that will persuade
busy, skeptical readers to support it
o Employs facts, not opinions
oAnalyze your plan or project,
demonstrating possible outcomes.

oAny discussion of financial or other

resources should be conducted
carefully
oShould present a realistic picture
of the expense required
oBe meticulous in writing, editing
and design of the proposal

It offers a plan to fill a need and your reader will evaluate

your plan according to how well your written presentation
answers about:
WHAT you are planning
HOW you plan to do it
WHEN you plan to do it
HOW MUCH is going to cost it
consider the level of the knowledge that your audience
possesses
Include a glossary of terms that explains technical
language used in the body of the proposal

BASIC
COMPOSITION:

as with any other written document, it contains:

Beginning (the Introduction)

Middle (the Body of material)
End (Conclusion/
Recommendation)

Introduct
ion
- presents and summarizes the problem you intend to solve
- Includes the benefits the reader will receive from the
solution and the cost of that solution

Bod
y
-should explain the COMPLETE details:
how the job will be done
Broken into separate tasks
What will be used to do it, including the equipment,
material, personnel that would be required
When will the work begin?
When will the job be completed
It presents detailed cost breakdown for the entire job

Conclusion
-should emphasize the benefits that the reader will realize
from your solutions
-should be encouraging, confident and assertive in tone

PLANNING SHEET
FOR A PROPOSAL

Analysis of the Situation Requiring a Proposal:

- What is the subject of the proposal?
(This should be based on the thesis of your research.)
- For whom is this proposal intended?
- How do you intend the proposal to be used?
- What is the deadline date for the proposal and for tentative
implementation of the proposed solution?

Purpose of the Proposal:

Statement of the Problem:
Proposed Solution(s) or Plan(s), Including the
Methods or Procedures:
Conclusion/Recommendations:
Additional Information to be used in
Explication of the Proposed Solutions:
(This includes: Costs, Personnel and their
qualifications, Training, etc.)

Types and Subject Matter of Appendices to be

Included in the Proposal:
Works Cited/References used in the Text of the
Proposal:
Bibliography of Related Source Information:

Informal proposals are usually much shorter

than formal ones, and they are typically used to win

smaller projects.

Informal Proposals contain the

following sections:

Introduction

The introduction briefly explains the reason for the proposal. To pique
interest, include a key selling point such as low costs or quick results, a
solution to a serious problem, or a significant benefit.

Background
The background discusses the problem and the purpose of the proposed
work or project. The goal is to persuade the recipient that you have a
thorough understanding of the problem. For example, if the proposal is a
response to an RFP (request for proposal), then use similar language. If
you met with the prospect, include the language that he used in
describing his companys needs.
Make sure that your information is accurate and does not make
assumptions. If you are unsure about the prospects needs or require
additional information, then contact the prospect with questions.

 Proposal/Plan
This section focuses on the proposed solution.
It should provide specific information such as
methods, products, and work to be delivered
about what you will do to benefit the prospect.
Depending on the project, this section might
also discuss how the project will be managed
and how progress will be assessed as well as a
schedule of activities and deliverables.

Key Personnel
Project staffs expertise is also a key selling
point. Therefore, the proposal should contain a
section that discusses the skills and experience
of project leaders and other pertinent
personnel.
Also mention special facilities, equipment, or
technology that will be used to create desired
results.

 Budget
Cost is always an important consideration. So the proposal
should include a carefully prepared budget. Creating a budget
can be tricky and particularly anxiety-producing, especially if
you do not have enough information about the project. And,
sometimes, it is impossible to know the full scope of a project
no matter how much information you get from the prospective
client.
A budget may be stated as a total sum or include detailed line
items. A thorough analysis of the project can help you create
the most appropriate budget. In some cases the prospect may
request a particular kind of budget or fee structure.

Conclusion
The conclusion should be relatively brief and restate the most
important benefits of your solution to the clients problem. If it
constitutes an agreement, then it should include a statement
that asks for the prospects signature.

Thank
you