developing proposals responding to an rfp to establish a contract

Developing ProposalsDeveloping Proposals

Responding to an RFPResponding to an RFPto establish a contractto establish a contract

Proposals as PersuasionProposals as Persuasion

We write proposals to persuade We write proposals to persuade audiences to act in a particular way:audiences to act in a particular way:– To fund a project (e.g. asking a granting To fund a project (e.g. asking a granting

agency such as NSF to fund your agency such as NSF to fund your research)research)

– To approve a project (e.g. asking a To approve a project (e.g. asking a manager within your department to manager within your department to approve a process modification)approve a process modification)

– To accept a product (e.g. trying to win a To accept a product (e.g. trying to win a contract for a specific job)contract for a specific job)

Elements of PersuasionElements of Persuasion

When responding to a request for When responding to a request for proposals (RFP), you need to convince proposals (RFP), you need to convince them of several things:them of several things:– That you understand the need defined by the That you understand the need defined by the

clientclient– That your proposed project meets that needThat your proposed project meets that need– That your project is viableThat your project is viable– That the benefits outweigh the costsThat the benefits outweigh the costs– That you are capable of completing the projectThat you are capable of completing the project

Bottom Line: Do the benefits (tangible and Bottom Line: Do the benefits (tangible and intangible) outweigh the costs?intangible) outweigh the costs?

Expectations: Proposal StructuresExpectations: Proposal Structures

Summary (Problem Statement, Summary (Problem Statement, Executive Summary)– Executive Summary)– – Brief statement of the need, the Brief statement of the need, the

project (scope of work), the project (scope of work), the benefits, and the costsbenefits, and the costs

– Provide the “big picture” or Provide the “big picture” or “bottom line” to someone who may “bottom line” to someone who may not read the rest of the documentnot read the rest of the document


Statement of Need – an Statement of Need – an explanation of why the work explanation of why the work needs to be doneneeds to be done– Contract proposals: Review of RFP Contract proposals: Review of RFP

& client-defined needs& client-defined needs– Prior work (research, archives, Prior work (research, archives,

available data)available data)


Project Description: Scope of WorkProject Description: Scope of Work– Design constraints: Practical matters Design constraints: Practical matters

that govern the possible design that govern the possible design optionsoptions

– Deliverables: Concrete, measurable Deliverables: Concrete, measurable outcomesoutcomes

– Justification: How deliverables meet Justification: How deliverables meet needneed

– Benefits: Why your plan is bestBenefits: Why your plan is best


Safety, Regulatory, and Safety, Regulatory, and Environmental ConsiderationsEnvironmental Considerations– External factors that influence the External factors that influence the

designdesign– Laws the design must conform toLaws the design must conform to– Ethical considerations that must be Ethical considerations that must be

consideredconsidered


Project DesignProject Design– Implementation: Project Plan Implementation: Project Plan

(phases, big picture) (phases, big picture) – Schedule: Detailed work plan (Gantt Schedule: Detailed work plan (Gantt

ChartChartProject EvaluationProject Evaluation

– Mechanisms to determine successMechanisms to determine success

Structure of Proposals (cont’d)Structure of Proposals (cont’d)

Literature ReviewLiterature Review– Provides necessary backgroundProvides necessary background– Demonstrates your understanding Demonstrates your understanding

of the problemof the problem– Reviews information necessary for Reviews information necessary for

developing effective solutionsdeveloping effective solutions

Knowing Your AudienceKnowing Your Audience To persuade an audience to act, you To persuade an audience to act, you

need to first analyze that audience:need to first analyze that audience:– Who makes the final decision?Who makes the final decision?– What is the audience’s knowledge base?What is the audience’s knowledge base?– Why does the audience care? What is their Why does the audience care? What is their

stake in the outcome?stake in the outcome?– What are the criteria (explicit and implicit) What are the criteria (explicit and implicit)

for decision-making?for decision-making?– What constrains the decision?What constrains the decision?– Is the decision merit-based or competitive?Is the decision merit-based or competitive?– What biases, values, predispositions, etc. What biases, values, predispositions, etc.

does your audience have?does your audience have?

Knowing Your ToolsKnowing Your ToolsWinning proposals rely on three types Winning proposals rely on three types

of appeals:of appeals:– Appeals to Logic … support your claims Appeals to Logic … support your claims

with the “facts” of the casewith the “facts” of the case– Appeals to Emotion … support your Appeals to Emotion … support your

claims by connecting your work to your claims by connecting your work to your audience’s value or beliefsaudience’s value or beliefs

– Appeals to Credibility … support your Appeals to Credibility … support your claims by helping the audience believe claims by helping the audience believe youyou

Tips for Developing ContentTips for Developing Content

Review all relevant documents Review all relevant documents from your audiencefrom your audience

Research information to support Research information to support both the need and the project both the need and the project descriptiondescription

Brainstorm all possible benefits Brainstorm all possible benefits and costs, and highlight those and costs, and highlight those most important to your audiencemost important to your audience

Effective Research/Design Effective Research/Design Proposals….Proposals….

Support the need for the project with a Support the need for the project with a review of the relevant literaturereview of the relevant literature

Provide a concrete set of deliverables in Provide a concrete set of deliverables in response to the needresponse to the need

Demonstrate a well-thought-out approach Demonstrate a well-thought-out approach to meeting the needto meeting the need

Give the reader confidence in the Give the reader confidence in the investigators knowledge and abilityinvestigators knowledge and ability

Clearly account for all spending requestsClearly account for all spending requests Build common ground with the audience…Build common ground with the audience…

Building Common GroundBuilding Common Ground

To reach your audience, you need To reach your audience, you need to think and write to think and write on their termson their terms::– Use your audience’s languageUse your audience’s language– Explain all unfamiliar termsExplain all unfamiliar terms– Read between the lines and address Read between the lines and address

the audience’s values as well as their the audience’s values as well as their stated needs or expectationsstated needs or expectations

Making Your Proposal ReadableMaking Your Proposal Readable Use meaningful headings and subheadings to Use meaningful headings and subheadings to

organize your textorganize your text– Meaningless: Literature ReviewMeaningless: Literature Review– Meaningful: Tillage Research in Undeveloped Countries Meaningful: Tillage Research in Undeveloped Countries

since 1990since 1990 Use lists to help highlight key informationUse lists to help highlight key information

– DeliverablesDeliverables– Critical needsCritical needs– BenefitsBenefits

Use graphics to illustrate key conceptsUse graphics to illustrate key concepts Use tables and charts to illustrate plansUse tables and charts to illustrate plans

– ScheduleSchedule– BudgetBudget

Making Your Prose ConciseMaking Your Prose Concise Go for the verbGo for the verb

– Avoid passive voiceAvoid passive voice The dog was walked by me.The dog was walked by me. I walked the dog.I walked the dog.

– Avoid nominalizationAvoid nominalization The committee makes a recommendation…The committee makes a recommendation… The committee recommendsThe committee recommends

– Avoid expletive constructionAvoid expletive construction There are five factors that influence…There are five factors that influence… Five factors influenceFive factors influence

Cut overblown phrasesCut overblown phrases– http://http://

www.wisc.edu/writing/Handbook/CCS_wordywww.wisc.edu/writing/Handbook/CCS_wordyphrases.htmlphrases.html

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