4. WHAT IS A PROPOSAL?
So that we’re working from the same perspective, here’s what I mean by a proposal…let me
know your vision.
1. Not a quote, bid, information sheet, etc.
2. A proposal may be in response to
• a formal Request….a true RFP, detailed specs, etc. Competitive process.
• informal or even verbal request. Try to get at least informal specs noted in am email, etc.
May or may not be competitive.
• generated because you think (assume) it’s the next best step in the process, not a good
practice
3. A proposal includes content + pricing and is developed for a specific customer for a
specific project or solution. Content sections may include:
• an executive summary
• solution/product overview
• provider company background + qualifications
• project plan or schedule
4. A proposal may become part of a contract.
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5. KNOW THYSELF
1. This is good, general business practice, not just to guide you in putting together a
proposal. How does one know oneself? A little navel gazing and meditation can’t
hurt….
2. But go back to your strategic plan or business plan or marketing plan. Two reasons a
well‐developed plan is important here….
• One, your plan should drive your go/no go decision. What?! Do we sometimes decline
to propose or bid? Absolutely. General rule….do not bid on what you cannot justify. The
best justification is that the work is a match in terms of your goals, vision, timing or
availability, skills (current or desired), and financial needs.
• I will note that especially for new businesses, soloprenuers, freelancers…. financial
need and to fill the time sheet may justify pursuing a project that is not obviously a
good match. But even in this situation, look for some valid way to tie to your
plan….develop a new and useful skill, prove yourself to a potential client, or establish
yourself in a new industry. Keep your eye on your plan.
• Two, your plan should include info that you will use in the proposal: corp info, product
descriptions, pricing models, competition…..which leads us to…
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6. RESOURCES AND LIBRARY
You have many, many business resources on hand. Previous proposals, resumes, presentation notes. Be
intentional with these….build a resource library that you can refer to and pull from quickly and easily.
1. Content
Develop a content library. Include standard content that you can adapt as needed. What to include will
vary but consider:
• Descriptions of the products (goods and services) you offer
• Success stories including client work
• Client reference info – company name, contact name and info, contract dates, contract value
• Templates (Word, etc.) for proposal cover, cover letter/letterhead, proposal body, pricing grid
• Photos, graphics, tables Standard pricing tables or models
• Standard resume and professional bio Basic agreement or contract
2. Resources
Document the name, contact info, and area of expertise for proven, reliable contractors. These
contractors can help you with the proposal and/or with project execution and/or with other aspects of
your business. What to include will vary; for my business I include:
• Writers Graphic designers
• Web site developers Photographers
• Printers Social media consultants
• Videographers Marketing and communications consultants
• Attorneys CPAs and bookkeepers
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7. KNOW YOUR CLIENT
A successful proposal talks to and about the client. Establish a sincere relationship with the
client so that you understand the business. Gather as much info as you can as early as you
can.
• Strengths, business advantages
• Uniqueness
• Needs/problem
• Other worries
• Resources
• Budget: at least for the specific project and broader, if possible
• Buying roles: buyer, user, influencer, decider
• Competition (theirs)
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