Writing ProposalsWriting Proposals

Technical Technical EnglishEnglish

IntroductionIntroduction Entities that want to receive bids Entities that want to receive bids

(like an appraisal or (like an appraisal or “cotización”) “cotización”) on on services or products they need services or products they need will publish an RFP (Request For will publish an RFP (Request For Proposal) in the newspaper or on Proposal) in the newspaper or on the internet, asking for service the internet, asking for service providers to make an offer to providers to make an offer to supply these services or products.supply these services or products.

Proposals are then written by Proposals are then written by providers to offer to solve these providers to offer to solve these problems, provide these services problems, provide these services or provide the equipment or provide the equipment requested in the RFP.requested in the RFP.

IntroductionIntroduction

The entities can now compare The entities can now compare prices from different providers for prices from different providers for those solutions, products and/or those solutions, products and/or services they really want.services they really want.

Also, the proposal is legally Also, the proposal is legally binding, specifying what will be binding, specifying what will be done and how.done and how.

You must always remember that You must always remember that proposals are sales proposals are sales presentations.presentations.

3 important characteristics 3 important characteristics of a good proposalof a good proposal

It emphasizes the benefits for It emphasizes the benefits for the reader or entity.the reader or entity.

It “toots your horn” by detailing It “toots your horn” by detailing your expertise and your expertise and accomplishments.accomplishments.

It is well organized and easy for It is well organized and easy for the reader to understand and the reader to understand and respond to.respond to.

Types of proposals: Types of proposals: The Informal ProposalThe Informal Proposal

It is often presented in two-to It is often presented in two-to four-page letters. Letter four-page letters. Letter proposals contain six parts:proposals contain six parts:

Proposal IntroductionProposal IntroductionBackgroundBackground

ProposalProposalStaffingStaffingBudgetBudget

AuthorizationAuthorization

Proposal IntroductionProposal Introduction It should have an effective “hook” It should have an effective “hook”

or opener by promising or opener by promising extraordinary results or resources, extraordinary results or resources, and by identifying key benefits, and by identifying key benefits, issues, or outcomes.issues, or outcomes.

Hint about effective details to be Hint about effective details to be revealed later in the proposal.revealed later in the proposal.

Promise low costs and quick Promise low costs and quick results.results.

Identify the “heart” of the proposal.Identify the “heart” of the proposal.

Background Background (problem, purpose)(problem, purpose)

This section identifies the This section identifies the problem and discusses the problem and discusses the goals or purpose of the project.goals or purpose of the project.

You must convince the reader You must convince the reader that you understand what they that you understand what they want and need. Use the want and need. Use the language contained in the RFP.language contained in the RFP.

Do research and prove you are Do research and prove you are an authority in that area of an authority in that area of service or product.service or product.

ProposalProposal (plan, schedule)(plan, schedule)

Discuss your plan for solving the Discuss your plan for solving the problem. Sell your methods, problem. Sell your methods, products and/or services.products and/or services.

Include a schedule or timetable of Include a schedule or timetable of activities or events.activities or events.

Specify how the project will be Specify how the project will be managed and how the progress will managed and how the progress will be audited.be audited.

Include, if feasible, a service flow Include, if feasible, a service flow chart.chart.

StaffingStaffing In this section you describe the In this section you describe the

credentials and expertise of the credentials and expertise of the project leaders and the support project leaders and the support staff. You may specify “who” staff. You may specify “who” does “what”.does “what”.

Detail other resources, Detail other resources, equipment and facilities, and equipment and facilities, and how you analyze statistics.how you analyze statistics.

In longer proposals you may In longer proposals you may include staff resumes.include staff resumes.

BudgetBudget

It is the central item in most It is the central item in most proposals.proposals.

It provides a list of project costs. It provides a list of project costs. Prepare this section carefully Prepare this section carefully because it represents a because it represents a contract; you can’t raise the contract; you can’t raise the prices later.prices later.

You may itemize hours and You may itemize hours and costs, or present a total lump costs, or present a total lump sum only.sum only.

AuthorizationAuthorization Close your letter with a request Close your letter with a request

for approval or authorization.for approval or authorization. Remind the reader of key Remind the reader of key

benefits and motivate him to benefits and motivate him to accept your offer.accept your offer.

Sometimes an authorization is Sometimes an authorization is not included in the proposal, and not included in the proposal, and the customer and sales account the customer and sales account manager negotiate terms before manager negotiate terms before agreements are made.agreements are made.

Types of proposals: Types of proposals: The Formal ProposalThe Formal Proposal Formal proposals respond to Formal proposals respond to

larger projects and may be as larger projects and may be as long as 200 pages.long as 200 pages.

In addition to the parts of the In addition to the parts of the informal proposal, it also may informal proposal, it also may contain a copy of the RFP, a contain a copy of the RFP, a presentation letter, an executive presentation letter, an executive summary, a table of contents, summary, a table of contents, graphs, and an appendix.graphs, and an appendix.