Secrets to Writing a Killer Proposal
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Proposal writing is often seen as a black art that, frankly, often scares and stuns many creative business owners. This session will break down the myths and stereotypes of proposal writing and present a new, fun, and productive approach to getting a proposal done well and on time. We will discuss various proposal formats, examine style, functionality, and contemplate the difference between an proposal vs. contract. Other topics such as scheduling, estimating and handling negotiations will be discussed as well.
Transcript of Secrets to Writing a Killer Proposal
The Secrets to Writing a Killer ProposalDaniel Schutzmith
Who Am I?
www.graphicdefine.org
School of Visual Arts
What Is a Proposal?
What Is a Proposal?
an offering from a seller to a prospective buyer.
What Is a Proposal?
part of the sales process.
Why Do aProposal?
Why Do a Proposal?
lets our clients know:• what we will do
Why Do a Proposal?
lets our clients know:• what we will do• how we do it
Why Do a Proposal?
lets our clients know:• what we will do• how we do it• how long it will take
Why Do a Proposal?
lets our clients know:• what we will do• how we do it• how long it will take• how much it will cost
Why Do a Proposal?
lets our clients know:• what we will do• how we do it• how long it will take• how much it will cost• what else we can do
Proposalvs.
Estimate
NEW BUSINESS DOCUMENTS
ESTIMATE PROPOSAL
• Provides an overview of the project costs • Provides an overview of the project
process
• 1 day to write • 3 – 5 days to write
• Is meant to establish a sense of cost • Is meant to establish a sense of scope
• Usually contained in 1 page • Usually contained in multiple pages
• Quantitative • Qualitative
• No legal merit • No legal merit
• Generally includes a signature of
acknowledgement (not legally binding)
• No signature lines
QUOTE CONTRACT
• Provides an overview of the project costs
as related to project scope
• Provides an overview of the project
process, project costs, and legal standards
that will be followed
• 1 – 2 days to write • 5 – 10 days to write
• Is meant to establish a sense of cost along
with scope
• Is meant to establish a legal agreement for
work
• Usually contained in 1-2 pages • Usually contained in multiple pages
• Includes Standard Terms • Includes Terms & Conditions
• Legally binding • Legally binding
• Signature line of acceptance of work • Signature line of acceptance of work,
terms & conditions
Proposal vs. Estimate
NEW BUSINESS DOCUMENTS
ESTIMATE PROPOSAL
• Provides an overview of the project costs • Provides an overview of the project
process
• 1 day to write • 3 – 5 days to write
• Is meant to establish a sense of cost • Is meant to establish a sense of scope
• Usually contained in 1 page • Usually contained in multiple pages
• Quantitative • Qualitative
• No legal merit • No legal merit
• Generally includes a signature of
acknowledgement (not legally binding)
• No signature lines
QUOTE CONTRACT
• Provides an overview of the project costs
as related to project scope
• Provides an overview of the project
process, project costs, and legal standards
that will be followed
• 1 – 2 days to write • 5 – 10 days to write
• Is meant to establish a sense of cost along
with scope
• Is meant to establish a legal agreement for
work
• Usually contained in 1-2 pages • Usually contained in multiple pages
• Includes Standard Terms • Includes Terms & Conditions
• Legally binding • Legally binding
• Signature line of acceptance of work • Signature line of acceptance of work,
terms & conditions
Quote vs. Contract
Proposal Life Cycle
Proposal Life Cycle
1. Interest
Proposal Life Cycle
1. Interest2. Validation
Proposal Life Cycle
1. Interest2. Validation3. Research
Proposal Life Cycle
1. Interest2. Validation3. Research4. Preparation
Proposal Life Cycle
1. Interest2. Validation3. Research4. Preparation5. Delivery
Proposal Life Cycle
InValid RePreDel
1. Interest
1. Interest
• Informal Request
1. Interest
• Informal Request• Formal Request
1. Interest
• Informal Request• Formal Request• No Request
1. Interest
Request For Proposal
(RFP)
1. Interest
RFP usually provides:•Project Overview •Deliverables •Timeline •Budget
1. Interest
RFP usually provides:•Technical Reqs. •Proposal Reqs. •Judging Criteria
2. Validation
Scope
2. Validation
Time
2. Validation
Cost
2. Validation
WORKSHEET:Quality Triangle
2. Validation
WORKSHEET:RFP Questionnaire
2. Validation
3. Research
WORKSHEET:Project Scope
3. Research
4. Preparation
5. Delivery
Proposal Ingredients:• Cover Page• Contact Information• Stake Holders• Scope• Objectives
5. Delivery
Proposal Ingredients:• Target Audience• Deliverables• Process• Milestone Schedule• Payment Schedule
5. Delivery
Proposal Ingredients:• Fees• Strategy• Company History• Principal Bios• Case Studies / Awards
WORKSHEET:Ingredients of
a Proposal
4. Preparation
WORKSHEET:Scheduling
4. Preparation
WORKSHEET:Project Pricing
4. Preparation
4. Preparation
Studiometry
Microsoft Project
Get a Copywriter
4. Preparation
Use Templates
4. Preparation
4. Preparation
InDesign
Microsoft Word
Be Organized
4. Preparation
Avoid Bullshit
4. Preparation
No Sales Lines
4. Preparation
No Spec Work
4. Preparation
Focus on Process
4. Preparation
Don’t Delay
4. Preparation
5. Delivery
5. Delivery
Before sending:• spell check• proof read• check schedule• check costs• check names / titles
Send on Time
4. Preparation
4. Preparation
Hard Copy
4. Preparation
Walk Through
4. Preparation
Answer Questions Quickly
4. Preparation
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