Assignment 9
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Module 21 Proposals and Progress Reports 343
What is a “report”? LO 21-1 ▶ Many different kinds of documents are called reports.
In some organizations, a report is a long document or a document that contains numerical data. In others, one- and two-page memos are called reports. In still others, reports consist of PowerPoint slides printed out and bound together. A short report to a client may use a letter format. Formal reports contain formal elements such as a title page, a transmittal, a table of contents, and a list of illustrations. Informal reports may be letters and memos or even computer printouts of production or sales figures.
Reports can just provide information, both provide information and analyze it, or pro- vide information and analysis to support a recommendation (see Figure 21.1 ). Reports can be called information reports if they collect data for the reader, analytical reports if they interpret data but do not recommend action, and recommendation reports if they recom- mend action or a solution.
What should I do before I write a proposal? LO 21-2 ▶ Finish at least one-fourth of your research!
As Figure 21.2 suggests, before you draft a proposal, you not only need to do the analysis that you’d do for any message, but you also need to complete part of your research— usually about one-fourth of the total research you’ll need to do for a class project. You’ll use this research both to define the problem your report will discuss and to identify the topics you’ll investigate. Fortunately, if these parts of the proposal are well written, they can be used with minor changes in the report itself.
Narrow your problem. For example, “improving the college experiences of interna- tional students studying in the United States” is far too broad. First, choose one college or university. Second, identify the specific problem. Do you want to increase the social interaction between U.S. and international students? Help international students find housing? Increase the number of ethnic grocery stores and restaurants? Third, identify
Feasibility studies often reveal surprising information. A UBS study noted that a plan to fund a $975 million stadium for the Minnesota Vikings mostly with public dollars was a bad idea because “independent academic research studies consistently conclude that new stadiums and arenas have no measurable effect on the level of real income or employment in the metropolitan areas in which they are located.” Those words echo findings in Mark Perryman’s Why the Olympics Aren’t Good for Us and How They Can Be, which chronicles bust periods after the Olympics are over, noting in particular how Greece faced a $784 million cost to maintain crumbling facilities after the 2004 games. The price tag of potential accidents from shale gas extraction was calculated by a group of Yale University economics graduates to be $250 million annually—against the estimated $100 billion in yearly economic benefits.
Sources: Mike Ozanian, “Vikings Stadium Not Likely to Help Minnesota’s Economy,” Forbes, May 4, 2012, http:// www.forbes.com/sites/ mikeozanian/2012/05/04/ vikings-stadium-not-likely-to- help-minnesotas-economy/; Mark Perryman, “Do the Olympics Boost the Economy? Studies Show the Impact Is Likely Negative,” July 30, 2012, http://www.thedailybeast. com/articles/2012/07/30/ do-the-olympics-boost-the- economy-studies-show-the- impact-is-likely-negative. html; and Christopher Helman, “The Arithmetic of Shale Gas,” Forbes, June 22, 2012, http://www.forbes.com/sites/ christopherhelman/2012/06/22/ the-arithmetic-of-shale-gas/2/.
Figure 21.1 Three Levels of Reports
Reports Can Provide
Information only
• Sales reports (sales figures for the week or month). • Quarterly reports (figures showing a plant’s productivity and profits for the quarter).
Information plus analysis
• Annual reports (financial data and an organization’s accomplishments during the past year). • Audit reports (interpretations of the facts revealed during an audit). • Make-good or pay-back reports (calculations of the point at which a new capital investment
will pay for itself).
Information plus analysis plus a recommendation
• Feasibility reports evaluate two or more alternatives and recommend which alternative the organization should choose.
• Justification reports justify the need for a purchase, an investment, a new personnel line, or a change in procedure.
• Problem-solving reports identify the causes of an organizational problem and recommend a solution.
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Site to See
Go to www.cdc.gov/mmwr/ mmwr_rr/rr_pvol.html for sample recommendation reports from the Centers for Disease Control.
Figure 21.2 Allocating Time in Writing a Proposal (Your time may vary.)
Proposal to write a report studying alternative dispute resolution. Total time: 30 hours
Planning
Read the Request for Proposal (RFP).
Gather necessary materials (costs, bios of personnel, etc.).
Identify and narrow the problem.
Complete preliminary research.
Talk to people about the issue.
Prepare a bibliography and read as many of the sources as possible.
Construct a questionnaire.
Identify the topics you’ll investigate for the report.
Answer the PAIBOC questions (◀◀ Module 1). Think about document design (◀◀ Module 5). Organize the message.
15 hours
Writing Draft the proposal.
5 hours
Revising
Reread draft.
Measure draft against PAIBOC questions and RFP.
Revise draft.
Ask for feedback.
Revise draft based on feedback.
Edit to catch grammatical errors.
Run spell-check.
Proof by eye.
Initial a memo proposal; sign a letter proposal.
Make the necessary copies and distribute.
10 hours
the specific audience that would have the power to implement your recommendations. Depending on the topic, the audience might be the Office of International Studies, the residence hall counselors, a service organization on campus or in town, a store, or a group of investors.
How you define the problem shapes the solutions you find. For example, suppose that a manufacturer of frozen foods isn’t making money. If the problem is defined as a mar- keting problem, the researcher may analyze the product’s price, image, advertising, and position in the market. But perhaps the problem is really that overhead costs are too high due to poor inventory management, or that an inadequate distribution system doesn’t get the product to its target market. Defining the problem accurately is essential to finding an effective solution.
Once you’ve defined your problem, you’re ready to write a purpose statement. The purpose statement goes both in your proposal and in your final report. A good purpose statement makes three things clear:
• The organizational problem or conflict. • The specific technical questions that must be answered to solve the problem. • The rhetorical purpose (to explain, to recommend, to request, to propose) the report is
designed to achieve.
The following purpose statements have all three elements.
The London Business School’s John W. Mullins believes that a good business plan starts with a well-defined problem that is supported by convincing evidence gathered from many credible sources. He cites Nike’s revolutionary shoe designs as having addressed the real problems of runners: injuries like shin splints and sprained ankles. He also argues for using you attitude: “A Me-First plan sends a clear signal that the writer’s priorities are misplaced. What matters more than great technology or a great idea is the problem or pain that the new solution or technology resolves.”
Source: John W. Mullins, “Why Business Plans Don’t Deliver,” The Wall Street Journal, June 15, 2012, http://online.wsj.com/article/SB100 014240529702048303045741335 01980701202.html .
Site to See
Go to http://foundationcenter. org/findfunders/ The Foundation Center offers links to grant makers’ web pages, information about foundations, and advice about writing proposals.
Go to
Go to
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Current management methods keep the elk population within the carrying capacity of the habitat, but require frequent human intervention. Both wildlife conservation special- ists and the public would prefer methods that controlled the elk population naturally. This report will compare the current short-term management techniques (hunting, trap- ping and transporting, and winter feeding) with two long-term management techniques, habitat modification and the reintroduction of predators. The purpose of this report is to recommend which techniques or combination of techniques would best satisfy the needs of conservationists, hunters, and the public.
When banner ads on web pages first appeared in 1994, the initial response, or “click- through” rate, was about 10%. However, as ads have proliferated on web pages, the click-through rate has dropped sharply. Rather than assuming that any banner ad will be successful, we need to ask, What characteristics do successful banner ads share? Are ads for certain kinds of products and services or for certain kinds of audiences more likely to be successful on the web? The purpose of this report is to summarize the available research and anecdotal evidence and to recommend what Leo Burnett should tell its cli- ents about whether and how to use banner ads.
To write a good purpose statement, you must understand the basic problem and have some idea of the questions that your report will answer. Note, however, that you can (and should) write the purpose statement before researching the specific alternatives the report will discuss.
What should go in a proposal? LO 21-3 ▶ What you’re going to do, how and when you’ll do it, and evidence that you’ll do it well.
Proposals suggest a method for finding information or solving a problem. 1 (See Figure 21.3 .)
Report Audience: Superintendent of Yellowstone National Park
Report Audience: Leo Burnett Advertising Agency
Site to See
Go to www.sba.gov/category/ navigation-structure/ starting-managing- business/starting- business/how-write- business-plan/ for the Small Business Association’s tips on writing proposals.
What constitutes a business plan can differ according to audience. Some organizations, such as the New York Public Library and the Rice Alliance for Technology and Entrepreneurship, are letting people “twitpitch” business plans in 140 characters or less. Of course, there can be drawbacks. “Take control of your money before Bernie does. Join the revolt and get easy to use tools to grow your 401K/ IRA” was an award-winning tweet on Fundrevolt . . . for Bernie Madoff. Investment manager Sam Hogg argues that business startups are better off building concepts rather than writing business plans. He quotes boxer Mike Tyson: “Everybody has a plan, until they get punched in the face.” In the fast-paced world of 21 st century business, Hogg believes that demonstrating talent rather than a written plan is important.
Sources: Lora Kolodny, “Can You Write a Business Plan with Fewer Than 140 Characters?” The New York Times, April 15, 2010, http://boss.blogs.nytimes. com/2010/04/15/can-you-write- a-business-plan-with-fewer-than- 140-characters/ ; and Sam Hogg, “3 Reasons to Skip the Business Plan,” Entrepreneur, July 22, 2012, http://www.entrepreneur.com/ article/223837 .
Figure 21.3 Relationship among Situation, Proposal, and Final Report
Company’s Current Situation The Proposal Offers to The Final Report Will Provide
We don’t know whether we should change.
Assess whether change is a good idea.
Insight, recommending whether change is desirable.
We need to/want to change, but we don’t know exactly what we need to do.
Develop a plan to achieve desired goal.
A plan for achieving the desired change.
We need to/want to change, and we know what to do, but we need help doing it.
Implement the plan, increase (or decrease) measurable outcomes.
A record of the implementation and evaluation process.
Source: Adapted from Richard C. Freed, Shervin Freed, and Joseph D. Romano, Writing Winning Proposals: Your Guide to Landing the Client, Making the Sale, Persuading the Boss (New York: McGraw-Hill, 1995), 21.
Go to
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As Donna Kienzler points out, proposals have two goals: to get the project accepted and to get you accepted to do the job. Proposals must stress reader benefits and provide specific supporting details. 2 Attention to details—including good visual impact and proofreading— helps establish your professional image and suggests that you’d give the same care to the project if your proposal is accepted.
To write a good proposal, you need to have a clear view of the problem you hope to solve and the kind of research or other action needed to solve it. A proposal must answer the following questions convincingly:
• What problem are you going to solve? • How are you going to solve it? • What exactly will you provide for us? • Can you deliver what you promise? • What benefits can you offer? • When will you complete the work? • How much will you charge?
Government agencies and companies often issue Requests for Proposals, known as RFPs. Follow the RFP exactly when you respond to a proposal. Competitive propos- als are often scored by giving points in each category. Evaluators look only under the heads specified in the RFP. If information isn’t there, the proposal gets no points in that category.
Proposals for Class Research Projects
A proposal for a student report usually has the following sections:
1. In your first paragraph (no heading), summarize in a sentence or two the topic and purposes of your report.
2. Problem. What organizational problem exists? What is wrong? Why does it need to be solved? Is there a history or background that is relevant?
3. Feasibility. Are you sure that a solution can be found in the time available? How do you know?
4. Audience. Who in the organization would have the power to implement your recom- mendation? What secondary audiences might be asked to evaluate your report? What audiences would be affected by your recommendation? Will anyone serve as a gate- keeper, determining whether your report is sent to decision makers? What watchdog audiences might read the report?
For each of these audiences and for your initial audience (your instructor), give the person’s name, job title, and business address and answer the following questions:
• What is the audience’s major concern or priority? • What will the audience see as advantages of your proposal? What objections, if any,
is the reader likely to have? • How interested is the audience in the topic of your report? • How much does the audience know about the topic of your report?
List any terms, concepts, equations, or assumptions that one or more of your audiences may need to have explained. Briefly identify ways in which your audiences may affect the content, organization, or style of the report.
5. Topics to Investigate. List the questions and subquestions you will answer in your report, the topics or concepts you will explain, the aspects of the problem you will discuss. Indicate how deeply you will examine each of the aspects you plan to treat. Explain your rationale for choosing to discuss some aspects of the problem and not others.
6. Methods/Procedure. How will you get answers to your questions? Whom will you interview or survey? What published sources will you use? What websites will you consult? Give the full bibliographic references.
Instant Replay
Purpose Statements
A good purpose statement makes three things clear:
• The organizational problem or conflict.
• The specific technical questions that must be answered to solve the problem.
• The rhetorical purpose the report is designed to achieve.
I R
Purpose Sta
Many business schools hold contests for budding entrepreneurs to pitch their million-dollar ideas as class projects. The contests involve writing business plans and presenting them to judges, with cash prizes of up to $20,000 for winners. However, many ideas never make it to execution. Observes Janet Strimaitis, managing director of Babson College’s Arthur M. Blank Center for Entrepreneurship: “You can write a beautiful 50-page business plan without ever talking to a potential customer.” And some highly successful businesses failed to earn the top spot in contests. LendingTree, for instance, took second place at the University of Virginia in 1997 and Akamai Technology was only a finalist at the Massachusetts Institute of Technology in 1998. A good business plan, of course, is just a potential foundation for a business. The rest is a combination of talent, tenacity, timing, and luck.
Source: Melissa Korn, “Entrepreneur Contests Take Practical Turn,” The Wall Street Journal, February 2, 2012, http:// online.wsj.com/article/SB10001424 052970203920204577196813674 180138.html .
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Your Methods section should clearly indicate how you will get the information needed to answer the questions in the Topics to Investigate section.
7. Qualifications/Facilities/Resources. Do you have the knowledge and skills needed to conduct this study? Do you have adequate access to the organization? Do you have access to any equipment you will need to conduct your research (computer, books, etc.)? Where will you turn for help if you hit an unexpected snag?
You’ll be more convincing if you have already scheduled an interview, checked out books, or printed out online sources.
8. Work Schedule. List both the total time you plan to spend on and the date when you expect to finish each of the following activities:
• Gathering information • Analyzing information • Preparing the progress report • Organizing information • Writing the draft • Revising the draft • Preparing the visuals • Editing the draft • Proofreading the report
Organize your work schedule either in a chart or in a calendar. A good schedule provides realistic estimates for each activity, allows time for unexpected snags, and shows that you can complete the work on time.
9. Call to Action. In your final section, indicate that you’d welcome any suggestions your instructor may have for improving the research plan. Ask your instructor to approve your proposal so that you can begin work on your report.
Figure 21.4 shows a student proposal for a long report using online and library research.
Make your proposal persuasive by using benefits that your audience finds important.
Copyright © Dana Fradon/The New Yorker Collection, www.cartoonbank.com .
Site to See
Go to http://www.youngmoney .com/business_planning/ write-a-business-proposal/ A business plan is a special kind of proposal. Young Money offers several articles on creating business plans, as well as other resources.
Go to
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Figure 21.4 Proposal for a Student Group Report Using Online and Library Research
October 28, 2012
To: Steve Kaczmarek
From: Anwar Abbe, Candice Call, Heather Driscoll, Tony Yang
Subject: Proposal to Study the Feasibility of an Alternative Dispute Resolution Program for Shepherd Greene Industries
Many private companies and government agencies use Alternative Dispute Resolution (ADR) programs to resolve disputes with employees. Adopting an ADR program would save time and money for Shepherd Greene. It would also help reinforce the company’s application to manufacture parts for US Air Force combat aircraft.
For our report, we plan to research the feasiblility of an ADR program at Shepherd Greene. We hope to recommend a model ADR program for the company based on an existing program with demonstrated success.
Background
Founded in 1958, Shepherd Greene Industries is primarily a manufacturer of engine components for civilian aircraft. Since 1997, the company has also produced engine components and wing mount assemblies for military reconnaissance aircraft. The company is privately held.
Problem
Shepherd Greene wants an alternative to traditional court remedies, which have had mixed results for the company in the recent past. In 1999, an employee fired for poor attendance sued, claiming a manager had illegally altered her time cards. After two years in the courts, Shepherd Greene settled for an undisclosed amount. In 2004, two employees fired for failing on-the-job drug tests unsuccessfully sued the company to get their jobs back, appealing the case all the way to the State of Ohio Supreme Court. In 2009, a coalition of employees sued the company about a management structure that allegedly keeps black employees in low-level jobs. The suit is still pending.
These lawsuits take months or even years to work through the court systems, costing the company thousands of dollars, not including any settlement or judgment cost. Although outside attorneys are also hired, preparing these cases requires hundreds of staff hours and takes the legal staff away from its primary duty of reviewing bids and contracts with Shepherd Greene’s customers and suppliers.
Shepherd Greene has another reason to change the way it handles employment disputes. The company has submitted a bid to the US Air Force to manufacture replacement parts for combat aircraft. In addition to adhering to strict manufacturing guidelines and having the highest security clearance, the successful company must demonstrate stability in its labor and management practices. Programs that minimize employee grievances thus would enhance Shepherd Greene's application.
In subject line 1 indicate that this is a proposal
2 specify the kind of report
3 specify the topic.
Summarize topic and purposes of report.
If “Problem” section is detailed and well-written,
you may be able to use it unchanged in your report .
Background gives your reader information needed to understand the problem.Bold headin
gs.
Spell out term the first time you use it, with the ab breviation in
parentheses. Then you can use the abbreviation by itself.
MLA Style omits the periods in “US.”
Triple–space (2 empty spaces).
Double–space (1 empty space) after heading befor e first paragraph.
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Steve Kaczmarek 2 October 28, 2012
Feasibility
If our research supports creating an ADR program at Shepherd Greene, we will recommend one based on an existing model. If the research suggests an ADR program is inappropriate for Shepherd Greene, we will recommend the company stay with its current system for handling employee disputes. If our research is inconclusive, we will recommend Shepherd Greene revisit the topic in one year.
Topics to Investigate
In our report, we will briefly discuss Shepherd Greene’s recent litigation history and the general issues in litigating employee grievances. We will focus on the following questions:
• What is ADR? • What organizations use ADR to handle employment disputes? • How well does ADR work to resolve employment disputes? • What model ADR programs seem worth imitating? • What resources are required to create an ADR program?
Audiences
Several audiences have a stake in the findings of our research. Our primary audience is Mr. Richard Yang, Director of Legal Services at Shepherd Greene. He is a 17-year employee with the company and has the authority to submit a plan for ADR to Shepherd Greene’s top management for approval. A former trial attorney and member of both the Ohio and New York Bar Associations, Mr. Yang favors reforms to help alleviate the glut of lawsuits in our nation’s courts. He is especially interested in our group’s ability to apply research to the field of law, as one of the group's members is his son and plans to attend law school.
You are our initial audience. Your concern is that we produce a report that is timely, logical, thorough, and well-written. You have told us that you have taken courses in business law and journalism law, so the report topic should interest you.
Secondary audiences for this proposal will include employees in Shepherd Greene’s legal and human resources departments, the company’s top executives, and union representatives. Each of these audiences must support an ADR program for it to succeed.
Methods
We will use library research and online research. The following materials on the web or in the Columbus State Community College Educational Resource Center appear to be useful:
Bedikian, Mary A. “Employment ADR: Current Issues and Methods of Implementation.” The Metropolitan Corporate Counsel, Dec. 2009: 33. Web. 4 Oct. 2012.
If you’re writing a report based on library research, list 10–15 sources that look relevant. Give full bibliographic citations. Here, MLA Style is used.
Use hanging indents.
Vary paragraph lengths to provide good visual impact.
MLA no longer requires URLs in citation.
Identify the kinds of audience and the major concerns or priority of each.
If it is well-written, the “Topics to Investigate” section will become the “Scope” section of the report—with minor revisions.
Indicate what you’ll discuss briefly and what you’ll discuss in more detail. This list should match your audience’s concerns.
Convince your instructor that you have a backup plan if your original proposal proves unworkable.
All items in list must be grammatically parallel. Here, all are questions.
Blanchard, Roger, and Joe McDade. Testimony before the US HR Committee on Government Reform Subcommittee on Civil Service, 20 Mar. 2009. Web. 3 Oct. 2012.
Alternative Dispute Resolution: A Resource Guide. US Office of Personnel Management, 2010. Web. 23 Oct. 2012.
Figure 21.4 Proposal for a Student Group Report Using Online and Library Research (continued)
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Steve Kaczmarek 3 October 28, 2012
Bresler, Samuel. “ADR: One Company’s Answer to Settling Employee Disputes.” HRFocus, Sept. 2009: 3–5. Print.
Carrell, Michael R., and Christina Heavrin. Labor Relations and Collective Bargaining: Cases, Practice, and Law. 9th ed. Upper Saddle River, NJ: Prentice Hall, 2009. Print.
Cross, Frank B., and Roger LeRoy Miller. The Legal Environment of Business: Text, Cases, Ethical, Regulatory, International, and E-Commerce Issues. 7th ed. Cincinnati, OH: West/South -Western: 2009. Print.
Longstreth, Andrew. “The Softer Side of Sears.” Corporate Counsel Magazine 9 (2009): 18. Academic Search Premier Database Item 6177553. Web. 15 Oct. 2012.
Phillips, F. Peter. “Current Trends in Employment ADR: CPR Institute for Dispute Resolution.” The Metropolitan Corporate Counsel, Aug. 2008. Web. 8 Oct. 2012.
Senger, Jeffrey M. Testimony before the US HR Committee on the Judiciary, Subcommittee on Commercial and Administrative Law. 29 Feb. 2009, Web. 25 Oct. 2012.
Stone, Katherine V. W. “Employment Arbitration under the Federal Arbitration Act.” Employment Dispute Resolution and Worker Rights in the Changing Workplace. Ed. Adrienne E. Eaton and Jeffrey H. Keefe. Ithaca: Cornell UP, 2009. 27–66. Print.
If possible, we will also use the library at nearby Ohio State University (OSU). The OSU system is one of the largest in the world and houses significantly more resources than does our own library. As students, we can request materials from the library through OHIOLINK; one of our group members is also a student there.
Qualifications and Resources
Here are the strengths we bring to this project:
• Anwar Abbe’s knowledge of the manufacturing industry will help us better understand labor and management practices in such an environment. He is a second-year student in the Legal Studies Program and already holds a Bachelor’s degree in chemistry from The National Somalian University. Anwar also worked for several years for a paint manufacturer in North Carolina.
• With nearly eight years of experience as a personnel clerk for Franklin County, Candice Call’s familiarity with legal issues related to human resources will help us understand the workings of current labor law. She is a second-year student in the Human Resources Technology Program, where she had taken a labor relations course whose text talked briefly about ADR.
• Heather Driscoll’s expert knowledge of PowerPoint will be invaluable to creating our oral presentation for this project. A second-year student in Multimedia Technology, she is also an expert at research on the web.
• Tony Yang’s internship in Shepherd Greene’s management program last summer will help our group understand the company’s organizational culture. A junior from OSU who is taking business communication here, Tony is majoring in pre-law/English, plans to specialize in labor law, and has already completed a business law course at
Cite knowledge and skills from other classes, jobs, and activities that will enable you to conduct the research and interpret your data.
Bulleted list adds visual variety.
If you’ll administer a survey or conduct interviews, tell how many subjects you’ll have, how you’ll choose them, and what you’ll ask them.
Figure 21.4 Proposal for a Student Group Report Using Online and Library Research (continued)
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Steve Kaczmarek 4 October 28, 2012
OSU. He is also the son of Richard Yang, the director of Shepherd Greene’s legal department, and will have access to the company’s legal and human resources staff.
Work Schedule
The following schedule will allow us to complete our report by the due date.
Activity Responsibility Total Time Completion Date
Call to Action
With Shepherd Greene’s legal costs increasing and its bid to the US Air Force under consideration, we urge you to accept this proposal. Let us know if you have suggestions for improving our project. Our team stands ready to begin its research immediately with your approval.
Make items in list parallel.
Gathering Information Preparing the Progress Report Analyzing Information Organizing Information Planning the Draft/Visuals Drafting the Report/Visuals Planning Revisions Revising the Draft/Visuals Editing Proofreading
Anwar, Heather Tony All Anwar, Heather All Tony, Candice All Tony, Candice Heather All
25 hours 3 hours
10 hours 5 hours 8 hours
15 hours 8 hours
12 hours 7 hours 3 hours
November 15 November 19
November 22 November 23 November 25 November 30 December 2
December 7 December 9 December 10
Time needed will depend on the length and topic of the report, your knowledge of the topic, and your writing skills.
It’s tactful to indicate you’ll accept suggestions. End on a positive note.
Allow plenty of time! Good reports need
good revision, editing, and proofreading
as well as good research.
Figure 21.4 Proposal for a Student Group Report Using Online and Library Research (continued)
Sales Proposals
To sell expensive goods or services, you may be asked to submit a proposal. For everything you offer, show the reader benefits (◀◀ Module 8) of each feature, using
you-attitude (◀◀ Module 6). Consider using psychological description (◀◀ p. 116) to make the benefits vivid.
Use language appropriate for your audience. Even if the buyers want a state-of-the-art system, they may not want the level of detail that your staff could provide; they may not understand or appreciate technical jargon (◀◀ p. 260).
With long proposals, provide a one-page cover letter. Organize the cover letter in this way:
1. Catch the reader’s attention and summarize up to three major benefits you offer. 2. Discuss each of the major benefits in the order in which you mentioned them in the first
paragraph. 3. Deal with any objections or concerns the reader may have.
Instant Replay
Proposal for a Student Report
Include the following sections:
• Problem • Feasibility • Audience • Topics to Investigate • Methods • Qualifications • Work Schedule • Call to Action
I R
Proposal for
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4. Mention other benefits briefly. 5. Ask the reader to approve your proposal and provide a reason for acting promptly.
Proposals for Funding
If you need money for a new or continuing public service project, you may want to submit a proposal for funding to a foundation, a corporation, a government agency, or a religious agency. In a proposal for funding, stress the needs your project will meet and show how your project helps fulfill the goals of the organization you are asking to fund it. Every funding source has certain priorities; most post lists of the projects they have funded in the past.
Figuring the Budget and Costs
A good budget is crucial to making the winning bid. Ask for everything you need to do a quality job. Asking for too little may backfire, leading the funder to think that you don’t understand the scope of the project.
Read the RFP to find out what is and isn’t fundable. Talk to the program officer and read successful past proposals to find out
• What size projects will the organization fund in theory? • Does the funder prefer making a few big grants or many smaller grants? • Does the funder expect you to provide in-kind or matching funds from other sources?
Sales proposals must be relevant to discourse communities. Writer Geoffrey James points out engineers and accountants may see the return on investment differently. James maintains “the proposal must state the solution in terms that the customer understands and accepts. In order to provide value, the proposal must address the specific value system and concerns of each set of decision-makers.”
Source: Geoffrey James, “How to Write a Killer Sales Proposal,” CBS News, March 23, 2010, http://www.cbsnews.com/8301- 505183_162-28549012-10391735/ how-to-write-a-killer-sales-proposal/ .
Identifying “Hot Buttons” LO 21-4
Building a Critical Skill
In a proposal, as in any persuasive document, it’s crucial that you deal with the audience’s “hot buttons.” Hot buttons are the issues to which your audience has a strong emotional response.
Study your audience’s preferences and motivations. For instance, older, or nontraditional, college students may have different hot buttons than typical 18-to-22-year-old students. Nontraditional students may want remedial skills courses, child or adult day care, 24-hour computer labs, and evening and weekend classes. They may challenge more what they hear in the classroom. Social activities important to traditional students may hold little interest for nontraditional ones. While many tra- ditional students see the workplace as a destination, chances are nontraditional students are already there and have a different work ethic. Nontraditional students also may be more likely to choose a two-year rather than a four-year campus.
Hot buttons sometimes cause people to make what seems like an “illogical” decision—unless you understand the real pri- orities. A phone company lost a $36 million sale to a university because it assumed that the university’s priority would be cost. Instead, the university wanted a state-of-the-art system. The university accepted a higher bid.
When Ernst & Young prepared a proposal to provide profes- sional services to a major automotive company, a team of 15 subject-matter experts spent two intense days working one-on- one with client personnel to learn what issues they cared most
about. Reducing work and saving money were concerns, and Ernst & Young proposed redesigning the work to reduce costs and increase return on investment. The focus on value also enabled Ernst & Young to identify an opportunity related to but not part of the original RFP.
But even more important, spending time with the automotive company allowed Ernst & Young to see that a real “hot button” was that the competitor who held the current contract for services seemed to take the automotive company for granted. Ernst & Young exploited this hot button in two ways. First, the proposed work plan included steps to help stakeholders in the company buy into and support the project. Second, the form of the oral presenta- tion of the proposal shouted, “We understand you.” Ernst & Young invited the decision makers to come to the Ernst & Young office in Columbus, Ohio, for the presentation. Personnel wore shirts with the company logo, mirroring the uniforms worn at the automotive company. The presentation took place on an office floor that had been designed to mimic the floor plan at the automotive company.
Not only providing logical evidence but also meeting emo- tional needs won Ernst & Young a seven-figure contract, with the possibility of even more work.
Sources: “Older Students Transforming Some Colleges,” July 15, 2005, downloaded at www.cnn.com/2005/EDUCATION/07/15/older.students. ap/ ; and James Lane to Kitty Locker, March 8, 1999.
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Module 21 Proposals and Progress Reports 353
Think about exactly what you’ll do and who will do it. What will it cost to get that person? What supplies or materials will he or she need? Also think about indirect costs for using office space, about retirement and health benefits as well as salaries, about office supplies, administration, and infrastructure.
Make the basis of your estimates specific.
Weak: 75 hours of transcribing interviews $1,500 Better: 25 hours of interviews; a skilled transcriber
can complete an hour of interviews in 3 hours; 75 hours @ $20/hour $1,500
Without inflating your costs, give yourself a cushion. For example, if the going rate for skilled transcribers is $20 an hour, but you think you might be able to train someone and pay only $12 an hour, use the higher figure. Then, even if your grant is cut, you’ll still be able to do the project well.
What should go in a progress report? LO 21-5 ▶ What you’ve done, why it’s important, and what the next steps are.
When you’re assigned to a single project that will take a month or more, you’ll probably be asked to file one or more progress reports. A progress report reassures the funding agency or employer that you’re making progress and allows you and the agency or employer to resolve problems as they arise. Different readers may have different concerns. An instruc- tor may want to know whether you’ll have your report in by the due date. A client may be more interested in what you’re learning about the problem. Adapt your progress report to the needs of the audience.
Progress reports can do more than just report progress. You can use progress reports to
• Enhance your image. Provide details about the number of documents you’ve read, people you’ve surveyed, or experiments you’ve conducted to create a picture of a hardworking person doing a thorough job.
• Float trial balloons. Explain, “I could continue to do X [what you approved]; I could do Y instead [what I’d like to do now].” The detail in the progress report can help back up your claim. Even if the idea is rejected, you don’t lose face because you haven’t made a separate issue of the alternative.
• Minimize potential problems. As you do the work, it may become clear that implementing your recommendations will be difficult. In your regular progress reports, you can alert your boss or the funding agency to the challenges that lie ahead, enabling them to prepare psychologically and physically to act on your recommendations.
Christine Barabas’s study of the progress reports in a large research and development organization found that poor writers tended to focus on what they had done and said very little about the value of their work. Good writers, in contrast, spent less space writing about the details of what they’d done but much more space explaining the value of their work for the organization. 3
Subject lines for progress reports are straightforward. Specify the project on which you are reporting your progress.
Subject: Progress on Developing a Marketing Plan for TCBY
Subject: Progress on Group Survey on Campus Parking
After his proposal to direct a James Bond film was turned down by producer Albert R. Broccoli, Steven Spielberg met with friend George Lucas to go over an idea for a globe- trotting action film with an American twist. The result was Raiders of the Lost Ark (since renamed Indiana Jones and the Raiders of the Lost Ark ), the highest-grossing film of 1981 and the first of four movies about the intrepid but fallible archaeologist.
Source: Jim Windolf, “Keys to the Kingdom,” Vanity Fair, February 2008, downloaded at www.vanityfair.com/ culture/features/2008/02/ indianajones200802 .
Site to See
Go to http://schools.nyc.gov/ Accountability/tools/report/ default.htm to see progress reports on New York City schools.
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354 Unit Six Research, Reports, and Visuals
If you are submitting weekly or monthly progress reports on a long project, number your progress reports or include the time period in your subject line. Include dates for the work completed since the last report and to be completed before the next report.
Make your progress report as positive as you honestly can. You’ll build a better image of yourself if you show that you can take minor problems in stride and that you’re confi- dent of your own abilities.
Negative: I have not deviated markedly from my schedule, and I feel that I will have very little trouble completing this report by the due date.
Positive: I am back on schedule and expect to complete my report by the due date.
Progress reports can be organized in three ways: to give a chronology, to specify tasks, or to support a recommendation.
Chronological Progress Reports
The following pattern of organization focuses on what you have done and what work remains.
1. Summarize your progress in terms of your goals and your original schedule. Use measurable statements.
Poor: My progress has been slow. Better: The research for my report is about one-third complete.
2. Under the heading Work Completed, describe what you have already done. Be specific, both to support your claims in the first paragraph and to allow the reader to appreciate your hard work. Acknowledge the people who have helped you. Describe any serious obstacles you’ve encountered and tell how you’ve dealt with them.
Poor: I have found many articles about Procter & Gamble on the web. I have had a few prob- lems finding how the company keeps employees safe from chemical fumes.
Better: On the web, I found Procter & Gamble’s home page, its annual report, and mission statement. No one whom I interviewed could tell me about safety programs specifically at P&G. I have found seven articles about ways to protect workers against pollution in factories, but none mentions P&G.
3. Under the heading Work to Be Completed, describe the work that remains. If you’re more than three days late (for school projects) or two weeks late (for business projects) submit a new schedule, showing how you will be able to meet the original deadline. You may want to discuss “Observations” or “Preliminary Conclusions” if you want feedback before writing the final report or if your reader has asked for substantive interim reports.
4. Either express your confidence in having the report ready by the due date or request a conference to discuss extending the due date or limiting the project. If you are behind your original schedule, show why you think you can still finish the project on time.
The student progress report in Figure 21.5 uses this pattern of organization.
Task Progress Reports
In a task progress report, organize information under the various tasks you have worked on during the period. For example, a task progress report for a group report project might use the following headings:
Finding Background Information on the Web and in Print Analyzing Our Survey Data Working on the Introduction of the Report and the Appendices
Under each heading, the group could discuss the tasks it has completed and those that remain.
Site to See
Go to www.who.int/hiv/pub/ progress_report2011/en/ index.html for current and past World Health Organization progress reports on the global HIV/AIDS fight.
Apple’s annual Supplier Responsibility Report, which chronicles progress in its work with a global network of companies, showed improvements in areas like underage labor violations. At 27 pages, the 2012 report details audits for 97% of its suppliers, finding 6 active and 13 historical instances of underage labor at five facilities, down considerably over previous years. The report also notes two explosions, both in China, which killed 4 people and collectively injured 78. The reports date back to 2007 when, prompted by allegations of worker abuse, Apple began to more closely scrutinize supplier practices.
Source: Phillip Michaels, “Apple Unveils Supplier Names with 2012 Responsibility Report,” Macworld, January 13, 2012, http://www. macworld.com/article/1164815/ apple_unveils_supplier_names_ with_2012_responsibility_report.html .
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Module 21 Proposals and Progress Reports 355
Figure 21.5 A Student Chronological Progress Report
April 29, 2013
To: Kitty O. Locker
From: David G. Bunnel
Subject: Progress on CAD/CAM Software Feasibility Study for the Architecture Firm, Patrick and Associates, Inc.
I have obtained most of the information necessary to recommend whether CADAM or CATIA is better for Patrick and Associates, Inc. (P&A). I am currently analyzing and organizing this infor- mation and am on schedule.
Work Completed
To learn how computer literate P&A employees are, I interviewed a judgment sample of five employees. My interview with Bruce Ratekin, the director of P&A’s Computer-Aided Design (CAD) Department on April 15 enabled me to determine the architectural drafting needs of the firm. Mr. Ratekin also gave me a basic drawing of a building showing both two- and three- dimensional views so that I could replicate the drawing with both software packages.
I obtained tutorials for both packages to use as a reference while making the drawings. First, I drew the building using CADAM, the package designed primarily for two-dimensional architec- tural drawings. I encountered problems with the isometric drawing because there was a mistake in the manual I was using; I fixed the problem by trying alternatives and finally getting help from another CADAM user. Next, I used CATIA, the package whose strength is three-dimensional drawings, to construct the drawing. I am in the process of comparing the two packages based on these criteria: quality of drawing, ease of data entry (lines, points, surfaces, etc.) for com- puter experts and novices, and ease of making changes in the completed drawings. Based on my experience with the packages, I have analyzed the training people with and without experi- ence in CAD who would need to learn to use each of these packages.
Work to Be Completed
Making the drawings has shown that neither of the packages can do everything that P&A needs. Therefore, I want to investigate the feasibility of P&A’s buying both packages.
As soon as he comes back from an unexpected illness that has kept him out of the office, I will meet with Tom Merrick, the CAD systems programmer for The Ohio State University, to learn about software expansion flexibility for both packages as well as the costs for initial purchase, installation, maintenance, and software updates. After this meeting, I will be ready to begin the first draft of my report.
Whether I am able to meet my deadline will depend on when I am able to meet with Mr. Merrick. Right now, I am on schedule and plan to submit my report by the June 10th deadline.
¶ 1: Summarize results in terms of purpose, schedule.
Be very specific about what you’ve done.
Show how you’ve
overcome minor
problems.
Specify the work
that remains.
Underline headings or bold.
End on a positive no te.
Indicate changes in purpose,
scope, or recommen-
dations. Progress report
is a low-risk way to
bring the readers on
board.
Recommendation Progress Reports
Recommendation progress reports recommend action: increasing the funding for a project, changing its direction, canceling a project that isn’t working. When the recommendation will be easy for the reader to accept, use the Direct Request pattern of organization from Module 12 (◀◀ p. 191). If the recommendation is likely to meet strong resistance, the Problem-Solving pattern (◀◀ pp. 191–193) may be more effective.
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