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CreatingEffectiveProposalsWritinganEffectiveExecutiveSummaryCONSULTINGCONSULTINGGeneralRulesBeginEarlyFollowRFPInstructionsHighlyThematicClear,ExpositoryWritingExplicitMessagesActiveVoice,FirstorThirdPerson,PresentTense,Positive/Confident(butnotarrogant)ToneAvoidAdverbsandOverblownWritingUtilizeSummaryGraphicsCONSULTINGObjectivesGettheReader’sAttentionShowourUnderstandingoftheProblemInsights/PerspectivesSummarizeKeyPartsofOurApproach/Solution-FocusonHowConveyConfidencethatKPMGistheBestFirmtodotheJob-Why?ObtainImportantPoints/ThemesfromMajorSectionWritersCONSULTINGPreparingandWritingIFirstStepsReadtheRFP/OpportunityFactSheetReviewProposalDiscriminatorsandThemesAnalyzeProposalLearnCustomer‘HotButtons’ReviewOtherExecutiveSummariesCONSULTINGPreparingandWritingIIBuildOutlineOutlineEachPageMajorHeadings,IdeasandGraphicsMapThemesandDiscriminatorstoHeadingsCONSULTINGPreparingandWritingIIIWorkThroughEachSectionFleshOutIdeasthatwillbeDevelopedUseSelectedProposalGraphicsCreateSummaryGraphicsUseNewGraphics/TextSparinglyCreateTextAdaptProposalText(minimizedirectlifts)WriteIntroductions,Linkages,ClosingPointsCONSULTINGEditingandRevisionsEnsureGoodDraftforRedTeamReviewSeekBDMReviewSeekSr.Manager/PartnerReviewDon’tSkipEditorFineTuneContinuouslyCONSULTINGAnyQuestions?CarlRosenblattBDSTManager,PublicServicesTyson’sTower703747-6508CONSULTINGCreatingEffectiveProposalsProposalBasicsCONSULTINGCONSULTINGTheBigPicture“Theobviousisobvious…onlyafterit’sobvious”CONSULTINGWhatMakesaGoodProposal?IsdirectedtotherightaudienceOffersalow-risk,well-substantiatedsolutiontoareal(notalwaysstated)needIseasytounderstandShows(notclaims)competenceOffersdistinctbenefitsoverothersBetter,faster,cheaperImpressesevaluatorsProvidestangiblevalueCONSULTINGWhatMakesaBadProposal?Hardtounderstand/hardtoscoreNotresponsiveandnon-compliantFailstodemonstratecompetenceSolvesthewrongproblemOffersanunprovenorriskysolutionNotdifferentiatedfromthecompetitionClaimsarenotbelievableGrammaticalerrors/generalsloppinessCONSULTINGWhyAreSoManyProposalsBad?TheyareproducedbycommitteesTheyareproducedunderpressureTheyshowananxietytowinTheproposalstaffisover-committedand/orpoorlypreparedThemessageisunclearorlackingKPMGdidnotlistentothecustomerKPMGlistenedtothewrongpeopleUnsubstantiatedclaimsCONSULTINGAilmentsofProposalsMOTIONSICKNESS-jumpstooquicklyfrompointtopointandisdifficulttofollowSENILITY-thesameoldstuffAMNESIA-importantpointsomittedSTERILITY-ideasnotconceivedNARCISSISM-toomuchhornblowingSCARLETFEVER-excessiveuseofredGOITER-blownupinthewrongplacesCONSTIPATION-theremaybesomethinghere,butitsimplyrefusestocomeoutCONSULTINGProposalsAnswer9BasicQuestionsWhoarewe?Whatareweselling?Whyarewesellingit?Howisitbetterthanthecompetition?Howarewegoingtoexecuteit?Howarewegoingtomanageit?Whyarewequalifiedtodoit?Howmuchisourprice?Canwedoitwithincostandonschedule?CONSULTINGSixBasicProposalPrinciplesYounevergetasecondchancetomakeafirstimpressionAgoodproposalwillnotalwayswin,butapooronewillalmostalwaysloseBus.Developmentisdoingyourhomework(studying);proposalsaretakingthetestProposalManagementiswheredemocracystopsEvaluatorsexpecttoseequalityreflectiveofthetimeallottedtopreparetheproposalWritetowin,ordon’tbeginCONSULTINGTypicalOpportunityScenariosRequestforProposal(RFP)OpportunityfromPartner/BDM/Sr.ManagerNoRFPNoformalrequirementsstatementCONSULTINGReadinganRFP:Whattolookfor?IstheSOWwhatwethought?Canwedothejob?Howmanydaystopreparetheproposal?Howmanysectionsareintheproposal?Arethere8aorminority-ownedbusinessrequirements?Whatarethestaffing/skills/geographicrequirements?Arethereextensivecustomerreferencerequirements?AretheretechnologiesrequiringotherKPMGpracticesoroutsidehelp(teamingarrangement)?Howisevaluationweighted(technicalvs.cost)?Aretherespecialproductionconsiderations?Existingcontractvehicle?Whataboutcontracttermsandconditions?CONSULTINGWhattoDoWhenThereisNoRFPRefertotheOpportunityFactSheet(OFS)filledoutbytheKPMGPartner/BDM/Sr.ManagerContainsmuchoftheinformationfoundinanRFPServesastheRFPfortheproposalAnalyzetheBusinessOpportunityoutlinedintheOFSjustasyouwouldanRFPIsthereacompellingreasontobid?RelyontheKPMGcontact’sknowledgeabouttheclient,theopportunity,andthecompetitionCONSULTINGFinalAnalysis:ShouldWeBid?Easytobid,hardnottoSomereasonsnottobid:Strongincumbent(clientlookingfora“checkbid”)Clientbudgetvs.projectscopedoesn’tmatchNoknowledgeofcompetitionNorelationshipswith,orpriorknowledgeofclient/RFPKPMGprojectstaffeithernotavailableorunqualifiedCan’tmeetminimumsolution/geographicrequirementsKPMGQualificationsnotstrong/pertinentenoughProposalresponsetimetooshorttoproduceahigh-quality,competitivedocumentCosttoproduceproposaloutweighspotentialawardCONSULTINGAnyQuestions?CarlRosenblattBDSTManager,PublicServicesTyson’sTower703747-6508CONSULTINGCreatingEffectiveProposalsUtilizingProposalGraphicsCONSULTINGCONSULTINGWhatareProposalGraphics?They’reworth1,000wordswhenusedproperlyandeffectivelyGreatforpageconstraintsTheyshowspatialrelationshipsTheybreakupmonotonoustextThe