Regardless of your proposal’s technical integrity, if the
Executive Summary starts on a flat note, the Evaluators are unlikely to continue
reading with much expectation.
A dull, clichéd opening says, “I’m not that interested, but
I’ll send this in anyway”.
The likelihood that you’ll win any business is very slim.
So, what can you do to change this?
Here are a few suggestions to get you up and running.
1. Introduce Yourself
First off, thank the government agency for the opportunity to bid; refer
to the bid by its official name.
Then, in a single paragraph, describe your:
Company background
Key personnel – those who will be allocated to the project
Selling points – for example, that you were the first company in
the country to implement product X, certifications, similar project implementations.
2. Expertise
Follow this up in two paragraphs, describing previous related
projects.
Demonstrate that you care about this sector and have invested heavily with
demonstrable results.
In a word, show that you are committed.
3. Core Offering
Demonstrate in two-three paragraphs that you have read the RFP (and are
not just cutting and pasting from it) and explain how your solution matches
their needs.
As always, don’t just say it, demonstrate it.
Highlight three key benefits that illustrate this. For example, one from
each of these:
Business Benefits
Technology Benefits
Strategic Benefits
Support this with market data, e.g. 75% of US Banks use WebSphere because
of XYZ according to Gartner Dataquest.
4. Implementation
Never underestimate the importance evaluators give to Project Management.
Business Proposal -
Work Breakdown Structure
They assume that you can supply the software etc—but how will you
manage the project?
What’s your approach to change control?
What risks and issues have you identified?
What contingencies have you in place?
At a high-level, describe how the solution will be implemented and
delivered, including the estimated man-days, e.g. the project will be delivered in 1500
days, with your 25 man-team using X technology, in conjunction with your Team Leader at Y
locations.
5. Summing Up
Repeat the main point(s) very briefly and lead into the next chapter.
Remember to sign the executive summary in person.
On a final note, you might consider writing a first draft very
early on. Then put it aside for a few days; get it out when you have time, and
refine it over a few drafts. The final draft will have a considerably stronger and
persuasive message.
Tell us what you think about writing executive summaries.
How long or short should they should be? What’s the best tip you can
give to someone whose about to write their first executive summaries?
Proposal Manager Toolkit - Cost Breakdown
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I'm Ivan Walsh, the person behind this site. I help people improve how they write, publish and extend their business assets.