In the Business Proposal Writing Package, we shall look at how to structure and present a business proposal in a modern, professional style. Specifically we shall work on strategies and skills that will allow us to present a simple, direct, reader-friendly and audience-focused proposal.
In this package, we shall learn how to:
The main problem that people face when writing a proposal is that they get confused proposals and reports. They both cover a wide range of purposes and they are both used to pass information from one person to another, either within the same organisation or between one organisation and another.
There are many similarities between proposals and reports. Both contain similar sections including a purpose and perhaps background information and often reports make recommendations which are a key feature of a proposal.
In the context of this package, a proposal is essentially a type of report that makes suggestions about what a company or organisation should do the future (e.g. a feasibility study). So whilst a report might have more of a tendency to focus on the past, a proposal tends to be more forward looking.
Proposals are also often commissioned in response to a problem which needs to be solved. This is not so frequently the case with reports.
Proposals also have a tendency to express opinions supported by objective facts rather than simply to record objective facts.
In this package, we are going to limit our focus to short proposals. These usually have a single purpose and a limited scope.
As with reports, the headings and structure of a proposal may vary depending on its purpose and content. The structure that we are going to look at contains all of the key parts of a proposal but clearly depending on the complexity of the client’s requirements, the amount of detail required and the size of the document may vary. For the purpose of this package, we shall concern ourselves with 10 sections.
Answers:
So we now have an idea about how to structure a proposal but what exactly should we include under each heading?
Answers:
| 1. Title page | E. This should be short and to the point. Do not include the word ‘proposal’ in the heading and try to present it as a story. |
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| 2. Executive summary | F. Clearly, this is an overview of the whole proposal. It should include a general statement of the client’s need and the solution and how it will benefit the client in a way that promotes the proposer. It should also mention the completion date, a general statement about the extraordinary value of the proposal (without mentioning the actual quotation price itself) and why the proposer is the right person / company for the job. This section is not necessary in a short proposal. |
| 3. Client operation / business | C. This is a summary of the field in which the client is involved together with some background information on the project in hand. For an in-house proposal, clearly the ‘client’ will be one’s own company, organisation or department. For an academic proposal, the ‘client’ could be the hierarchy within a department, a university or a government committee. |
| 4. Client requirement / need / problem / objective / purpose | H. In this section the proposal should detail exactly what the client wants the proposal for. This could be a problem that needs to be solved or it could be asking for ideas to add value to a company or organisation. Essentially this section identifies the aim of the proposal, the needs of the client and the reason the proposal is being requested. |
| 5. Proposal / soluton / recommendation / action | J. This is arguably the most important part of the proposal as it presents how the client’s problem can be solved or needs satisfied. This should be presented as a practical step-by-step procedure that outlines very clearly what needs to done and how effectively the proposer can do it. This also gives the proposer an opportunity to promote their own expertise and why the client should choose them. |
| 6. Benefits, rationale and suggested evaluation of proposal / solution / recommendation / action | A. This is a section which is surprisingly often neglected and yet it provides a clear opportunity for the proposer to sell their idea. Whilst the actual proposal itself outlines the steps which need to be taken, this section provides the reasons why they need to be taken, how they can be implemented and perhaps of equal importance, how their success and effectiveness can be measured and followed up, if necessary. |
| 7. Project costing, fees and resource requirements | D. In this part of the proposal, you need to outline the financial implications of the proposal. This will certainly include the proposer’s fees plus all the additional costs including manpower, equipment, research, training and any other overheads which are necessary for the successful completion of the project. The figures should be presented in a positive a way that highlights their competitive value. |
| 8. Timetable / timeline / schedule | I. Obviously the client will need to know when the project will be completed and how long it will take; in fact most clients will stipulate a deadline or completion date as part of the project brief. Depending upon the complexity of the project, the proposer may also want to include a series of ‘mini-deadlines’ for various parts of the proposal. |
| 9. Contract details | G. This may or may not be included in the proposal as it can be a very complicated legal document or one that is, as a matter of course, presented separately from the actual proposal itself. An alternative to including the whole contract in the proposal, is to provide a summary detailing the key points |
| 10. Persuasive overview of track record and reputation of proposal provider | B. This provides a last opportunity for the proposaer to sell themsleves / their company / organisation / team and clearly, their proposal. This section can also recount examples of previous successful projects, prestgious clients, jobs which have ‘come-in’ under budget and ‘on time’ or before the deadline, testimonials and awards. It is also a good idead to finsh with a ‘Why choose us?’ section in which the proposer can briefly promote themselves one last time. |
Here are some preparation notes written by someone about a proposal she has to write.
To be read by: Board of Directors
Subject of proposal: software range
Main reason for new activity: demand from existing clients
Also include in proposal:
Answers:
You work for a consultant, Clifford Charles Communications Limited which advises companies on setting up their businesses in China.
You have been contacted by JP Stanley, a company which specialises in providing financial and investment advice, wealth management services and personal insurance policies to people with considerable disposable incomes.
JP Stanley are having problems ‘breaking into’ the China market and have asked you to come up with proposal to solve these difficulties.
Specifically, JP Stanley are having difficulty establishing contacts and finding clients in Chungking, Chengdu and Kunming, three of mainland China’s second tier cities, because of:
Answers:
| 1. Title page | K Increasing opportunities and improving financial services in the PRC |
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| 2. Executive summary | G PJ Stanley Limited, a major global financial services operator is experiencing problems accessing its client base in China, particularly in some of China’s emerging ‘second-tier’ cities. Clifford Charles Communications Limited has compiled a comprehensive proposal to deal with PJ Stanley’s difficulties which include:
Based upon CCC’s impressive record over the years helping major international firms to establish themselves in mainland China, it is predicted that the recommendations in this document can be achieved within budget and according to schedule. |
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| 3. Client operation / business | D PJ Stanley Limited is a well established financial services company originally founded in the United Kingdom and now operating worldwide. PJ Stanley’s Hong Kong operation has been in existence for over 50 years and incorporates:
The scope of PJ Stanley’s clients work has always been on personal clients in the upper income bracket and so, given the enormous personal wealth generated there in recent years, PJ Stanley has been keen to enter the mainland Chinese market. In particular though, they are targeting China’s second and third tier cities as cities such as Beijing, Shanghai and Guangzhou are already saturated with financial advisers. Initial forays into Chungking, Chengdu and Kunming have so far yielded only very modest results. |
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| 4. Client requirement / need / problem / objective / purpose | A The main problems faced by PJ Stanley in their efforts to get a foothold in the China market are related to difficulties establishing contacts and finding clients in Chungking, Chengdu and Kunming because of:
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| 5. Proposal / solution / recommendation / action | C Based upon similar cases involving previous clients, we strongly recommend the following action to cement PJ Stanley’s position in China.
J
F
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| 6. Benefits, rationale and suggested evaluation of proposal / solution / recommendation / action | M The benefits to JP Stanley of the recommendations outlined in this proposal are many and varied.
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| 7. Project costing, fees and resource requirements | H
L
B
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| 8. Timetable / timeline / schedule | I
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| 9. Contract details | E This will be dealt with separately and once all of the points itemised in this proposal have been agreed upon. |
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| 10. Contract details | N Having advised a significant number of major international companies on increasing their exposure in China and accessing customers, we believe that here at Clifford Charles Communications Limited, we possess:
to allow you to establish a solid foundation and lucrative business venture in mainland China. |
