Use a Proposal Development Worksheet (PDW) or proposal planner template, shown in figure 6. Interview SMEs and others to identify the customer’s hot buttons.
PROPOSAL SECTION PLANNER
Section Requirements and Outline Proposal Name
Section Heading
# Pages
Author
Enter proposal name RFP Requirements
Enter telegraphic heading
Proposal Section Outline
Requirements/Outline
A B C D
Paste RFP requirements here Paste RFP requirements here Paste RFP requirements here Paste RFP requirements here
1.1 Heading
1.1.1 Subheading 1.1.2 Subheading 1.1.3 Subheading
Requirement A RFP Requirement / Underlying Issue What is asked for? Why is it important?
Solution / Feature(s)
Benefit(s)
Requirement/Underlying Issue (Hot Button) Solution/Feature Benefits Discriminators Experience/Past Performance Risk Mitigation Key visual(s) or graphics
What specifically will we do? How will we do it?
What are the measurable benefits to the customer?
Discriminator
Experience / Past Performance
Risk Mitigation
Visual
How do we differ from competitors?
What proof will make customer confident?
How will we mitigate any risk?
What is the informative title and major selling point?
Requirement B RFP Requirement / Underlying Issue What is asked for? Why is it important?
Solution / Feature(s)
Benefit(s)
What specifically will we do? How will we do it?
What are the measurable benefits to the customer?
Discriminator
Experience / Past Performance
Risk Mitigation
Visual
How do we differ from competitors?
What proof will make customer confident?
How will we mitigate any risk?
What is the informative title and major selling point?
Requirement C RFP Requirement / Underlying Issue What is asked for? Why is it important?
Solution / Feature(s)
Benefit(s)
What specifically will we do? How will we do it?
What are the measurable benefits to the customer?
Discriminator
Experience / Past Performance
Risk Mitigation
Visual
How do we differ from competitors?
What proof will make customer confident?
How will we mitigate any risk?
What is the informative title and major selling point?
Requirement D RFP Requirement / Underlying Issue What is asked for? Why is it important?
Solution / Feature(s)
Benefit(s)
What specifically will we do? How will we do it?
What are the measurable benefits to the customer?
Discriminator
Experience / Past Performance
Risk Mitigation
Visual
How do we differ from competitors?
What proof will make customer confident?
How will we mitigate any risk?
What is the informative title and major selling point?
Theme
Summary Theme
Summary What are the main points made in this section?
Copyright 2017 Shipley Associates
For individual use only. Do not distribute.
1
Figure 6. Gather Information Using a Proposal Planner. Content planning tools like Shipley’s Proposal Section Planner, shown here, help writers organize information they have gathered. When you know how you will incorporate customer requirements and issues, you are better prepared to write a compelling proposal. When gathering information as part of proposal planning, start anywhere and go everywhere. List your customer’s hot buttons in priority order. Also list the various aspects of your solution under the hot buttons they most closely address. If a feature doesn’t fit a hot button, consider leaving it out. List the benefits or value propositions your solution provides, discriminators, proofs, relevant experience, and applicable past performance. List visuals that illustrate those points. Throughout your planning, think in terms of the benefits to enhance customer focus and value.
Proposal Section Planner Proposal Development Worksheet
10 See Proposal Preparation Tools in the Shipley Proposal Guide .
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