kpmg全套内部_培训教程4

CreatingEffectiveProposalsProposalWriting--GuidelinesandHintsCONSULTINGRe-usingMaterial•ReusableMaterial--textorgraphicsfrompreviousproposalsthataddresssimilarrequirements•Don’tthrowboilerplatetogetherandcallitasection•Clients/evaluatorsknowwhenthey’rereadinggenerictext,andresentit!•Thoroughlyreviewandmodifyanytextorgraphicsyoureuse•TailorthematerialtotheclientandtheRFP•Commonlyreusedmaterial-qualifications,clientprofiles,resumes,statistics,capabilities,graphics•Alwaysdangeroustoreusetechnicalsolutions/approachesProposalTone•Beginsentenceswiththeclient’sconcern•Showunderstandingandempathyofthatconcern•-provethatyouknowtheclient(names,sites,systems)•Respondtothatconcern•Bedirect,confidentandassertive,butnotarrogant•Guardagainsttoomanyparagraphsbeginning:“KPMGunderstands...”or“KPMGrecognizes...”•Substantiateclaimswithstatisticsandexamples•Superlativesaregenerallybad(can’tbesubstantiated)•Mixtheuseof“we”and“KPMG”throughoutProposalToneExamples•ProperExample:•“Overthepastseveralyears,theUniversityofMassachusetts,Amhersthasinitiatedabroadreviewofitsadministrativesystems,resultingintheselectionofthePeopleSoftStudentAdministrationSystem.•“BasedonyourRFP,werecognizethatUMassdesiresspecificassistancerelatedtothebusinessprocessredesignofyourstudentservices,andfit-gapanalysesfortheseimprovedprocesses.”•ImproperExample:•“KPMGisthegloballeaderineverymeaningfulandquantifiableway.”(!)ProposalTense•Use“active”voice-theactorcomesbeforetheverb•Avoid“passive”voice-noactor,vague,unresponsiveCorrect:“KPMGwilldevelopthesystem.”Incorrect:“Thesystemwillbedeveloped.”•Followthe“truetense”rule,whetherpast,present,orfutureCorrect:“Thecurrentsysteminterfaceswith...”“Thefuturesystemwillincreaseaccess…”Incorrect:“Thefuturesysteminterfaceswith…”BulletLists•Breakuplengthynarrative•Changeasentencethatlistsmanyitemstoabulletlist•Avoidswitchingtense,voice,ortonewithinthelist•Useparallelwordingtostarteachbullet(thesamekindofword-verb,noun,adjective,etc.)•Capitalizethefirstwordofeachbulletinthelist•Introducebulletlistwithacolon,thenseparateeachbulletwitheitherasemi-colonornothing•Exampleofaconsistentbulletlist:“TheNASAsystemwillprovidethefollowingbenefits:IncreasedresponsetimeImprovedcustomerserviceImmediatedataaccess”Graphics•Anothergreatwaytobreakupcontinuoustext•Mucheasiertoreadandreview•Depictprocesses,flows,activitiesbetterthantext•Canbetables,matrices,orfull-scalefoldouts•Servemanypurposessuchas:–Staffing:names,skills,yearsofexperience,org.charts–Qualifications:statistics,dates,projects,numbers–Workplan:tasks,hours,staffassigned–Technical:diagrams,architectures,systemdesigns–Training:coursestructure,methodology–RFPrequirementscompliancechecklistGrammarandPunctuation•Insertacommaaftereachelementinaseriesofmorethantwoelements,andinnumbersof1,000ormore•Usetwospaces:•betweennumbersandtitleofsectionheadings•afterperiodsandcolons•Useonespaceaftercommasandsemicolons•Referenceothersectionsoftheproposalwhenappropriate,assuch:•Insection4.3,“PotentialProblems,”wediscussourriskmanagementpolicies.FollowWordConventions•Referto“conventionwordlist”establishedbyProposalCoordinator•Helpsdifferentwriters/sectionssoundconsistent•Easesfinaleditingsomewhat(search/replacelist)•Whenindoubt,defertoRFP/clientusage•Primeexamples:•projectvs.engagement•client/servervs.client-server•UNIXvs.Unix•databasevs.database•workplanvs.workplan•RunspellcheckEVERYtimeyouexitafile!AdditionalLanguageGuidelines•Avoidusingsuperlatives(“all,every,never”)–KPMGLegalalsofrownsonit•Use“exceedstherequirements”sparingly–ifwereallydo,weshouldexplainhowandwhy•Avoidtheambiguous“etc.”attheendofaseries•Usewordsfornumberslessthan10•Usenumberswhenreferringtotime,money,distance,orpercentage•Avoid“i.e.”and“e.g.”-use“forexample”•Avoid“via”-use“through”or“using”•Knowdifferencebetween“its”and“it’s”•“KPMGstaff”issingular,“personnel”areplural;“datum”issingular,“data”areplural“Support,ProvideandEnsure”•Mostoverusedwordsinproposals•Usedsomuchtheycanbegintolosetheirmeaning•Somesuggestedalternatives:•advocate,affirm,aid,approve,assist,confirm,control,convey,demonstrate,develop,direct,effect,enable,encourage,enhance,establish,execute,facilitate,favor,improve,leadto,maintain,manage,monitor,obtain,offer,perform,promote,resultin,strengthen,verifyVersionsandRevisions•UseMSWord“Comments”featurefornotestotherevieweroryourself(outstandingissues,holes)•HavereviewersuseMSWord“Revisions”featureonsoft-copyeditssoyoucanseethechangesmadetoyourtext•Alwaysmaintainacopy(andbackupcopy)ofthemostrecentversionofyourdocument–differentversionsfloatingaroundcausenightmares–useversionnumberingconventions•Whenrevisingtext,havetheRFP/OFShandySummary•Re-readtheRFP/OFSrequirementsandevaluationcriteria•Thinkbeforeyoustartwriting•Useoutlinesandgraphicstoorganizethoughts•Customizethetexttotheclient-usespecificexamples•Usebulletsandtablesforclarity•Lookforgraphicsopportunitiestobreakupalotofnarrative•Balancecontent:clientneedvs.KPMGcapability•Avoidchestbeating-domoreparagraphsbeginwiththeclient’snamethanKPMG?Theyshould.•Everywriterneedsan