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Technical CommunicationA Reader-Centred ApproachFirst Canadian EditionTechnical CommunicationA Reader-Centred ApproachFirst Canadian Edition

Paul V. AndersonPaul V. Anderson

Kerry SurmanKerry Surman

www.techcomm.nelson.com

ProposalsProposals

Chapter 7Chapter 7

Learning ObjectivesLearning Objectives

Describe the twin goals of proposalsDescribe the twin goals of proposals

Respond to readers’ questions as they readproposalsRespond to readers’ questions as they readproposals

Develop the ten components of proposalsDevelop the ten components of proposals

The Importance of Proposal WritingThe Importance of Proposal Writing

You make an offer and persuade yourreaders to accept itYou make an offer and persuade yourreaders to accept it

Proposal serves metaphorically, and oftenlegally, as a contractProposal serves metaphorically, and oftenlegally, as a contract

You and your readers are both obligated toprovide what your proposal says you willeach provideYou and your readers are both obligated toprovide what your proposal says you willeach provide

The Goals of a ProposalThe Goals of a Proposal

To persuadeTo persuade

–Present your offer in as appealing a way aspossible–Present your offer in as appealing a way aspossible

To protectTo protect

–Define the limits of your offer–Define the limits of your offer

The Variety of Proposal-WritingSituationsThe Variety of Proposal-WritingSituations

Your readers may be employed in your ownorganizationYour readers may be employed in your ownorganization

Your readers may have asked you to submita proposalYour readers may have asked you to submita proposal

Your proposal may be in competitionYour proposal may be in competition

Your proposal may have to be approvedYour proposal may have to be approved

You may have to follow regulationsYou may have to follow regulations

Proposal Readers are InvestorsProposal Readers are Investors

You ask decision makers to invest someresource so that the thing you propose canbe doneYou ask decision makers to invest someresource so that the thing you propose canbe done

Your readers will make their investmentdecisions cautiouslyYour readers will make their investmentdecisions cautiously

The Questions Readers Ask MostOftenThe Questions Readers Ask MostOften

What is the problem the proposal solves?What is the problem the proposal solves?

What solution does the proposal outline?What solution does the proposal outline?

What are the costs?What are the costs?

Do you have the capability to deliver?Do you have the capability to deliver?

–If you are proposing to perform some work–If you are proposing to perform some work

Ten Components of ProposalsTen Components of Proposals

IntroductionIntroduction

ProblemProblem

ObjectivesObjectives

SolutionSolution

Delivery (method, resources, schedule,qualifications, management)Delivery (method, resources, schedule,qualifications, management)

CostsCosts

Use of ComponentsUse of Components

Components indicate kinds of informationyou need to provide, not necessarily the titlesof the sectionsComponents indicate kinds of informationyou need to provide, not necessarily the titlesof the sections

Even in the briefest proposals, you need fourcomponentsEven in the briefest proposals, you need fourcomponents

–Introduction–Introduction

–Problem–Problem

–Solution–Solution

–Costs–Costs

Answer Your Readers’ QuestionsAnswer Your Readers’ Questions

IntroductionIntroduction

–What is this communication about?–What is this communication about?

ProblemProblem

–Why is the proposed project needed?–Why is the proposed project needed?

ObjectivesObjectives

–What features will a solution to the problem needin order to be successful?–What features will a solution to the problem needin order to be successful?

Answer Your Readers’ Questions(continued)Answer Your Readers’ Questions(continued)

SolutionSolution

–What will your proposed solution look like?–What will your proposed solution look like?

DeliveryDelivery

–Includes method, resources, schedule,qualifications, management–Includes method, resources, schedule,qualifications, management

–Are you going to be able to deliver what youdescribe here?–Are you going to be able to deliver what youdescribe here?

CostsCosts

–What will it cost?–What will it cost?

Make Your Persuasive PointMake Your Persuasive Point

IntroductionIntroduction

–Briefly, I propose to do the following.–Briefly, I propose to do the following.

ProblemProblem

–The proposed project addresses a problem, need,or goal that is important to you.–The proposed project addresses a problem, need,or goal that is important to you.

ObjectivesObjectives

–A successful solution can be achieved if it hasthese features.–A successful solution can be achieved if it hasthese features.

Make Your Persuasive Point(continued)Make Your Persuasive Point(continued)

SolutionSolution

–Here’s what I plan to produce, and it has thefeatures necessary for success.–Here’s what I plan to produce, and it has thefeatures necessary for success.

DeliveryDelivery

–I can deliver what I describe, because I have agood plan of action; the necessary resources; aworkable schedule; appropriate qualifications,and a sound management plan.–I can deliver what I describe, because I have agood plan of action; the necessary resources; aworkable schedule; appropriate qualifications,and a sound management plan.

CostsCosts

–The cost is reasonable.–The cost is reasonable.

The Importance of Reader-CentredProposal WritingThe Importance of Reader-CentredProposal Writing

Like all workplace writing, yourproposal must beLike all workplace writing, yourproposal must be

–Usable–Usable

Readers can find answers to their questionsReaders can find answers to their questions

–Persuasive–Persuasive

You will produce an outstanding result if yourproposal is accepted.You will produce an outstanding result if yourproposal is accepted.

Lead Your Proposal Readers ThroughThis SequenceLead Your Proposal Readers ThroughThis Sequence

Readers learn generally what you want to doReaders learn generally what you want to do

Readers are persuaded there is a problemthat is importantReaders are persuaded there is a problemthat is important

Readers are persuaded that the proposedaction will be an effective solutionReaders are persuaded that the proposedaction will be an effective solution

Readers are persuaded that you are capableof planning and managing the solutionReaders are persuaded that you are capableof planning and managing the solution

Readers are persuaded that the cost isreasonable in light of the benefitsReaders are persuaded that the cost isreasonable in light of the benefits

IntroductionIntroduction

Announce to your readers what you areproposingAnnounce to your readers what you areproposing

Postpone the full description until afterdiscussing the problemPostpone the full description until afterdiscussing the problem

May be able to use a single sentence, ormay need backgroundMay be able to use a single sentence, ormay need background

ProblemProblem

Your readers may define the problem for youYour readers may define the problem for you

Your readers may provide a generalstatement of the problemYour readers may provide a generalstatement of the problem

You may have to define the problem yourselfYou may have to define the problem yourself

–Identify goals that you will help your readersachieve–Identify goals that you will help your readersachieve

–Talk with your readers before you begin writing–Talk with your readers before you begin writing

ObjectivesObjectives

Link your proposed action to the problemLink your proposed action to the problem

Formulate each of your objectives to growout of aspects of the problemFormulate each of your objectives to growout of aspects of the problem

Separate aims of the project from thestrategies for achieving those aimsSeparate aims of the project from thestrategies for achieving those aims

SolutionSolution

Describe your plan for achieving theobjectives you have listedDescribe your plan for achieving theobjectives you have listed

Persuade your readersPersuade your readers

–That your solution will successfully address eachof their objectives–That your solution will successfully address eachof their objectives

–That your solution offers a particularly desirableway of achieving the objectives–That your solution offers a particularly desirableway of achieving the objectives

Protect yourself by being preciseProtect yourself by being precise

DeliveryDelivery

MethodMethod

ResourcesResources

ScheduleSchedule

QualificationsQualifications

ManagementManagement

MethodMethod

Describe your plan for action for producingthe results that you promiseDescribe your plan for action for producingthe results that you promise

You may find it helpful to use the strategiesfor describing a processYou may find it helpful to use the strategiesfor describing a process

ResourcesResources

Describe the facilities, equipment and otherresources to be usedDescribe the facilities, equipment and otherresources to be used

Assure your readers that you will usewhatever special equipment is required to dothe job properlyAssure your readers that you will usewhatever special equipment is required to dothe job properly

ScheduleSchedule

Readers want to knowReaders want to know

–When they can enjoy the final result–When they can enjoy the final result

–How you will structure the work in a reasonableand sound way–How you will structure the work in a reasonableand sound way

–If they need to plan other work around the project–If they need to plan other work around the project

–If the project is proceeding according to plan–If the project is proceeding according to plan

QualificationsQualifications

Readers want to be sure that you have theexperience and capabilitiesReaders want to be sure that you have theexperience and capabilities

Readers may also want to knowqualifications of the organizationReaders may also want to knowqualifications of the organization

Protect yourself by accurately statingqualificationsProtect yourself by accurately statingqualifications

ManagementManagement

If your project involves more than fourpeople, describe the management structureIf your project involves more than fourpeople, describe the management structure

Describe a project management planDescribe a project management plan

–Management responsibilities–Management responsibilities

–Management duties–Management duties

–Organizational chart–Organizational chart

–Management techniques and tools–Management techniques and tools

CostsCosts

May include a budget statementMay include a budget statement

May include costs of required resourceselsewhere in proposalMay include costs of required resourceselsewhere in proposal

May demonstrate that the costs areoutweighed by the savings that will resultMay demonstrate that the costs areoutweighed by the savings that will result

Sample ProposalSample Proposal

ProposalProposal

–See Figure 7.1, page 176–See Figure 7.1, page 176

In SummaryIn Summary

Meet the goals of persuasion andprotection in your proposalsMeet the goals of persuasion andprotection in your proposals

Respond to readers’ questions bymaking your persuasive pointsRespond to readers’ questions bymaking your persuasive points

Guide your readers through asequence of thought with the tenelements of your proposalGuide your readers through asequence of thought with the tenelements of your proposal