1、The Big Picture“The obvious is obviousonly after its obviousWhat Makes a Good Proposal?Is directed to the right audienceOffers a low-risk, well-substantiated solution to a real (not always stated) needIs easy to understandShows (not claims) competenceOffers distinct benefits over othersBetter, faste

2、r, cheaperImpresses evaluatorsProvides tangible valueWhat Makes a Bad Proposal?Hard to understand/hard to scoreNot responsive and non-compliantFails to demonstrate competenceSolves the wrong problemOffers an unproven or risky solutionNot differentiated from the competitionClaims are not believableGr

3、ammatical errors/general sloppinessWhy Are So Many Proposals Bad?They are produced by committeesThey are produced under pressureThey show an anxiety to winThe proposal staff is over-committed and/or poorly preparedThe message is unclear or lackingKPMG did not listen to the customerKPMG listened to t

4、he wrong peopleUnsubstantiated claimsAilments of ProposalsMOTION SICKNESS - jumps too quickly from point to point and is difficult to followSENILITY - the same old stuffAMNESIA - important points omittedSTERILITY - ideas not conceivedNARCISSISM - too much horn blowingSCARLET FEVER - excessive use of

5、 redGOITER - blown up in the wrong placesCONSTIPATION - there may be something here, but it simply refuses to come outProposals Answer 9 Basic QuestionsWho are we? What are we selling?Why are we selling it?How is it better than the competition?How are we going to execute it?How are we going to manag

6、e it?Why are we qualified to do it?How much is our price?Can we do it within cost and on schedule?Six Basic Proposal PrinciplesYou never get a second chance to make a first impressionA good proposal will not always win, but a poor one will almost always loseBus. Development is doing your homework (s

7、tudying); proposals are taking the testProposal Management is where democracy stopsEvaluators expect to see quality reflective of the time allotted to prepare the proposalWrite to win, or dont beginTypical Opportunity ScenariosRequest for Proposal (RFP)Opportunity from Partner/BDM/Sr. ManagerNo RFPN

8、o formal requirements statementReading an RFP: What to look for?Is the SOW what we thought? Can we do the job? How many days to prepare the proposal?How many sections are in the proposal? Are there 8a or minority-owned business requirements? What are the staffing/skills/geographic requirements? Are

9、there extensive customer reference requirements? Are there technologies requiring other KPMG practices or outside help (teaming arrangement)?How is evaluation weighted (technical vs. cost)? Are there special production considerations?Existing contract vehicle?What about contract terms and conditions

10、? What to Do When There is No RFPRefer to the Opportunity Fact Sheet (OFS) filled out by the KPMG Partner/BDM/Sr. Manager Contains much of the information found in an RFPServes as the RFP for the proposalAnalyze the Business Opportunity outlined in the OFS just as you would an RFPIs there a compelli

11、ng reason to bid?Rely on the KPMG contacts knowledge about the client, the opportunity, and the competitionFinal Analysis: Should We Bid?Easy to bid, hard not toSome reasons not to bid:Strong incumbent (client looking for a “check bid)Client budget vs. project scope doesnt matchNo knowledge of compe

12、titionNo relationships with, or prior knowledge of client/RFPKPMG project staff either not available or unqualifiedCant meet minimum solution/geographic requirementsKPMG Qualifications not strong/pertinent enoughProposal response time too short to produce a high-quality, competitive documentCost to

13、produce proposal outweighs potential awardWhat are Proposal Graphics?Theyre worth 1,000 words when used properly and effectivelyGreat for page constraintsThey show spatial relationshipsThey break up monotonous textThey convey information quicklySome evaluators focus primarily on graphicsWhat Graphic

14、s RepresentArchitectures (1-3)Technical diagrams, network topologies, etc.Processes and Methodologies (4-9)Management procedures, testing processes, KPMG methodologies, etc.Relationships (10-11)Organizational charts, reporting structuresStatistics and Related Information (12-19)Revenue figuresStaff

15、breakdown by skill area/degreeGraphical ElementsBackgroundAction Captions TitleFigure NumbersTextMaps/LegendsBoxesChartsArrowsBulletsShadingBalloonsClip-Art“Key FeaturesPhotosIllustrationsGraphics Development ProcessMessage/PurposeArchitecture/Processes/RelationshipsFlow/Starting PointPlacement/Size

16、 (Mockup)Draft Graphical ElementsAction CaptionReview - Is the original message clear?Refine (often go through several iterations)Review againAction CaptionsEffective for conveying a message and reinforcing a themeShould be informative and positiveShould tell the reader what to conclude from the gra

17、phic, and not serve solely as a titleBad Example: “Project Schedule.Good Example: “KPMGs project schedule accelerates delivery by 3 months due to the use of COTS software.Symptoms of Bad GraphicsToo much text (1,4)Too much white space (14, 17, 19)No clear message (1, 3, 4) No clear entry point (1, 3

18、, 4, 9) Excessive use of “red - sounds an alarmPoor balance/symmetry (19)Poor shading/contrast (2, 9, 17)No consistency (4, 10)Tips and PointersClear Message (12)5 - 7 Second Test (15)Flow and Entry Point (5)Left-to-right, top-to-bottom, or center outOrganization (2)Balance/Symmetry (6, 10)Appropria

19、te Size (2, 8, 16)Use Shading to Provide Contrast (1, 8)More Tips and PointersConsistencyFonts, shading, shapes, pictures/images, verb tense, capitalization, arrows, titles, clip-art/diagrams, photosGraphics should be conservative and professional, not flashyGraphics can and should reinforce the tex

20、tCheck references for accuracyPage should look the same upside down (12)Check spelling/grammar (4)Re-using MaterialReusable Material - text or graphics from previous proposals that address similar requirementsDont throw boilerplate together and call it a sectionClients/evaluators know when theyre re

21、ading generic text, and resent it!Thoroughly review and modify any text or graphics you reuseTailor the material to the client and the RFPCommonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphicsAlways dangerous to reuse technical solutions/approaches Pr

22、oposal ToneBegin sentences with the clients concernShow understanding and empathy of that concern - prove that you know the client (names, sites, systems)Respond to that concernBe direct, confident and assertive, but not arrogantGuard against too many paragraphs beginning:“KPMG understands. or “KPMG

23、 recognizes. Substantiate claims with statistics and examplesSuperlatives are generally bad (cant be substantiated)Mix the use of “we and “KPMG throughoutProposal Tone ExamplesProper Example:“Over the past several years, the University of Massachusetts, Amherst has initiated a broad review of its ad

24、ministrative systems, resulting in the selection of the PeopleSoft Student Administration System.“Based on your RFP, we recognize that UMass desires specificassistance related to the business process redesign of your student services, and fit-gap analyses for these improved processes.Improper Exampl

25、e: “KPMG is the global leader in every meaningful and quantifiable way. (!)Proposal TenseUse “active voice - the actor comes before the verbAvoid “passive voice - no actor, vague, unresponsiveCorrect:“KPMG will develop the system.Incorrect: “The system will be developed. Follow the “true tense rule,

26、 whether past, present, or futureCorrect:“The current system interfaces with. “The future system will increase accessIncorrect:“The future system interfaces with Bullet ListsBreak up lengthy narrativeChange a sentence that lists many items to a bullet listAvoid switching tense, voice, or tone within

27、 the listUse parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)Capitalize the first word of each bullet in the listIntroduce bullet list with a colon, then separate each bullet with either a semi-colon or nothingExample of a consistent bullet list:“The NASA s

28、ystem will provide the following benefits:Increased response timeImproved customer serviceImmediate data accessGraphicsAnother great way to break up continuous textMuch easier to read and reviewDepict processes, flows, activities better than textCan be tables, matrices, or full-scale foldoutsServe m

29、any purposes such as:Staffing: names, skills, years of experience, org. chartsQualifications: statistics, dates, projects, numbersWork plan: tasks, hours, staff assignedTechnical: diagrams, architectures, system designsTraining: course structure, methodologyRFP requirements compliance checklistGramm

30、ar and PunctuationInsert a comma after each element in a series of more than two elements, and in numbers of 1,000 or moreUse two spaces:between numbers and title of section headingsafter periods and colonsUse one space after commas and semicolonsReference other sections of the proposal when appropr

31、iate, as such:In section 4.3, “Potential Problems, we discuss our risk management policies.Follow Word ConventionsRefer to “convention word list established by Proposal Coordinator Helps different writers/sections sound consistentEases final editing somewhat (search/replace list)When in doubt, defer

32、 to RFP/client usagePrime examples:project vs. engagementclient/server vs. client-serverUNIX vs. Unixdatabase vs. data basework plan vs. workplanRun spell check EVERY time you exit a file!Additional Language GuidelinesAvoid using superlatives (“all, every, never)KPMG Legal also frowns on itUse “exce

33、eds the requirements sparinglyif we really do, we should explain how and whyAvoid the ambiguous “etc. at the end of a seriesUse words for numbers less than 10Use numbers when referring to time, money, distance, or percentageAvoid “i.e. and “e.g. - use “for exampleAvoid “via - use “through or “usingK

34、now difference between “its and “its“KPMG staff is singular, “personnel are plural; “datum is singular, “data are plural“Support, Provide and EnsureMost overused words in proposalsUsed so much they can begin to lose their meaning Some suggested alternatives:advocate, affirm, aid, approve, assist, co

35、nfirm, control, convey, demonstrate, develop, direct, effect, enable, encourage, enhance, establish, execute, facilitate, favor, improve, lead to, maintain, manage, monitor, obtain, offer, perform, promote, result in, strengthen, verifyVersions and RevisionsUse MS Word “Comments feature for notes to

36、 the reviewer or yourself (outstanding issues, holes)Have reviewers use MS Word “Revisions feature on soft-copy edits so you can see the changes made to your textAlways maintain a copy (and backup copy) of the most recent version of your documentdifferent versions floating around cause nightmaresuse

37、 version numbering conventions When revising text, have the RFP/OFS handySummaryRe-read the RFP/OFS requirements and evaluation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCustomize the text to the client - use specific examplesUse bullets and tables for clari

38、tyLook for graphics opportunities to break up a lot of narrativeBalance content: client need vs. KPMG capabilityAvoid chestbeating - do more paragraphs begin with the clients name than KPMG? They should.Every writer needs and editorWhy is This Course Important?Proposals remain the primary way that K

39、PMG wins new businessFor as successful as we are, we need to win a higher percentage of the opportunities we develop and the proposals we submitNeed to improve proposal qualityNeed to reduce the time spent responding to RFPs5 CPE credits!Organized and Managed by IndustryProposal ManagersProposal Wri

40、tersProposal Coordinators/AnalystsBacked up byKnowledge CenterFocus on Opportunity and Proposal SupportProposal development/ management assistanceEngagement contentdevelopmentMaintain onlinerepositories; respondto ad-hoc inquiriesBusiness Development Support Team (BDST)Goal: Improve the quality and

41、reduce the time and effort needed to respond to our clients. BDST Points of ContactCourse Modules1. Proposal Basics2. Proposal ProcessProposal Theme Simulation Exercise3. Proposal Writing - General Rules4. Proposal Writing - Guidelines/Hints5. Proposal Graphics6. Executive SummaryWho is This Guy, an

42、d Why Should I Listen to Him?10+ Years of Personal Proposal Writing and Management ExperienceBuilt a KPMG Consensus, speaking to:Managing DirectorsBDMsSenior Managers/Proposal ManagersExperienced Proposal Team MembersKPMG Proposal ProcessNo Established Official Process YetTodays Program Focuses on W

43、hat Makes a Good ProposalFuture Program Will Focus on Improving the ProcessA Quotation for All Writers“IF I HAD MORE TIME, I WOULD HAVE WRITTEN A SHORTER LETTER.Winning Proposal TextRFP CompliantDirect and ConciseClient SpecificGeographic SlantSpecific ExamplesTells How and WhyEmpatheticGuidelines a

44、nd Tipsto Get ThereVerify Your Writing AssignmentsKnow the sections you are assigned to writeConsult the Proposal Outline for deadlines and page constraintsIf confused, consult with Partner, Proposal Manager, or Proposal CoordinatorDont assume anythingBe prompt with your sections - proposals depend

45、on organization and punctualityUnderstanding RFP ComplianceRead the RFP BEFORE you start writingUnderstand what is required in your section(s)Pay close attention to the RFP “evaluation criteriaUnderstand response format - verify if you are unsure If you have compliance concerns, talk to the Proposal

46、 Manager BEFORE you start writingQuestions can be posed to the client that clarify the requirementCreative responses can be developedWriting RFP-Compliant TextWrite for ease of evaluationEvaluator tends to look for RFP section number references, RFP wording Evaluator uses compliance checklistsWrite

47、response format according to RFPQ/A format vs. standard formatThen discuss how we will accomplish or exceed the requirementCompliance ExampleRequirement:Vendor will be responsible for system performance tuning.Non-Compliant:“KPMG will conduct system performance tuning.Compliant:“Using our proven OSIIG methodology, KPMG will conduct system per