Try this format on for size

Where do you start? What kind of format? That's usually the first question someone asks. What is valuable is a clear sense of direction - you know or you have some idea of where you're going. That's where a format can help. It lets you complete the proposal or RFP more easily and effectively, and get back to what you're working on.

Try using the example below as a guide. We're not talking about writing yet - just the type of content that goes into the format and its sequence.

Suggested proposal format:

Here is some brief information on each section for writing the proposal. This is covered in more detail in How to Write Proposals, Sales Letters & Reports.

Cover letter

Ideally, the cover letter should get some action going. It may even take the form of an executive summary, giving a brief outline of the situation and the proposed solution.

In a short proposal there may be no cover letter; i.e., there is only one letter that includes all elements of the proposal.

Executive summary

Many clients consider the executive summary the most important part of the proposal. They don't want to take the time to go through the whole thing - "just tell me what I need to know to make a decision. If I want to read through the full proposal, I'll do it later."

In the executive summary the client needs to be convinced that you understand the situation, know what needs to be done, that you have the right solution and are able to implement it. It must also provide a brief summary of costs, timelines, and any options that the client might want to consider and their benefits.

This executive summary, well written, easily understood, may be enough for the client to sign off on the contract.

Detailed explanation of the proposal

* What’s the current situation?
You need to be sure you know what's going on. Most of the time it's very straightforward. Here's where we're at now. Here's what we want to achieve. End of story. Sometimes it's more complicated. I've been in situations where the reason was political - they wanted to see personnel changes in a department. You want to avoid getting caught up in situations like that, so it's very important to be clear on the current situation.

What’s the desired situation?
It's equally important to know what the client wants to achieve, so that you are clear what the focus is and in which areas to allocate your time.
You're also going to determine what challenges the client faces in getting to the desired situation.

* Research and analysis

Prior to writing the proposal, what research did you do and why did you do it? What results did that research produce? Did it support what the client was trying to do? Was it negative? Do you need to spend more time on research to fully understand the situation, best ways to achieve the desired results, or whatever the needs are? Is more research required to justify proceeding with the proposal? I've been in on proposals where the client realized that it was pointless, in fact counterproductive and costly to proceed, so the proposal was cancelled and the client paid for costs incurred to date.

* USP ( Unique Selling Proposition)

What makes your approach new, better and different? Is it your skill set? Your experience? Your ability to innovate? Your people? Your approach? Your practical idea?

In this proposal section you're given the opportunity to tell the client what distinguishes you from your competitors. You may or may not know how many other organizations have been asked to make the same pitch. I’ve been in situations where there were more than a dozen organizations, with little to choose between them. If there are that many, you might choose not to participate as price is probably the client's major concern.

Case Studies

Background information

Who are you as an organization? Who are your people? How long have you been in business? What kind of reputation have you garnered? What kind of a team will you assemble? Who will you go to for outside expertise? What’s their reputation? What do they bring to the table? That’s the kind of information the client needs to know in this proposal section.

This helps assure the client that you can do the job and do it well.

Logistics

* Budgets & deliverables

If the client’s budget isn’t set beforehand, this section sets out the expected budget. It may only be a lump sum figure. On the other hand the client may require a line by line explanation of expenditures.

What budget terms will you agree upon? What are the deliverables for those terms? At our house we recently had some new windows installed. We had an agreed upon budget figure and the terms were one third up front, one third on installation and one third after 30 days when we were satisfied that everything was in order.

* Responsibilities and timelines

- How long is this job going to take?
- What has to be done by when?
- Who will be responsible for what areas?
- What are your responsibilities, what are the client’s?
- How will you ensure that agreements are in place so that proposal accountabilities are taken care of?

Summary