For Miss Professor

(Note: The following information was compiled from various sources. Many other references / templates are available on line.

1. Title page / cover

a. Proposal Title

b. Submitted by _______(you / your Company)

c. Your name

d. Submitted for (Purpose)

e. Date

2. Executive Summary –

i. 1-2 page(s) max –

ii. may be all that gets read –

iii. capture interest / essence of presentation / proposal / action recommendation(s)

3. Presentation / Proposal Text

a. Introduction - Statement of purpose for proposal: Vision / Mission:

b. Background of problems / opportunities being addressed / solved or needs being addressed

c. Benefits to each party / stakeholders (anyone impacted by proposal).

d. Be realistic in projections.

e. Plan / allow them to modify as appropriate.

4. Description of Proposed Sales Initiatives, Relationships, Roles, Responsibilities…

a. How your Sales Management Role (Strategy, Style, Skills will meet important needs of your Sales force as confirmed through your previous industry experience in related fields…

b. Stress benefits – use strong Benefit Statements (What “it” means) resulting from your initiatives

c. Quantify Benefits as Value Propositions -- Use metrics to support your case

5. Quantify Opportunity, Impact, Budget

a. Use your initiatives based on your selections that support / drive “Your” Four Business Development Strategies

b. Provide detail for 1 Smart Goal for each of two (2) The Four Business Development Strategies

c. Reasonable estimates for Costs / Investment verses Return.

d. Be reasonably specific with projections, including:

· How will you / your team increase revenue?

6. Timetable (use SMART goal template)

a. When / how will sales evolve?

b. How long will process take?

c. Responsibilities

d. Issues related to implementation, communication, training to implement initiatives

7. Your Qualifications to lead project (sell yourself – reinforce their “trust” in you and your capability, credibility and experience to lead your team.

a. Your accomplishments.

b. Your expertise, credibility, etc.

c. Similar relationships / success references within / outside your industry.

d. Experience with similar customers / problems or other customers / problems.

8. Conclusion

a. Ask for approval of your plans / proposal – get highest level of commitment to proceed with your recommendations (6 month plans, etc.)

Some General Guidelines for a Compelling Executive Summary / Proposal

In most companies, decisions are made based on executive summaries and supporting recommendations in proposals.

Other than business plans, executive summaries / proposals are crucial business documents. It is fair to say that almost every big decision inside any company of any size involved an executive summary / proposal during the decision-making process.

The purpose of an executive summary / proposal is to recommend a decision, not provide detailed information. A longer supporting document can provide drill-down proof for recommendations and can be attached as appendices – for those interested.

Here are some basic recommendations to help write an executive summary / proposal that will convince an executive (or executive team) to make a decision:

1. Describe a problem, need or goal.

Underneath the words "EXECUTIVE SUMMARY" explain in 3-4 sentences (at most) why a decision is needed. Be specific and include quantifiable measurements, if possible. Can use a lead in sentence and a few bullet points.

2. Describe the desired outcome.

In 3-4 sentences (at most) describe what will be different if the problem is solved, the need is fulfilled, or the goal is achieved. Do not provide any details of the solution.

3. Describe your proposed solution(s).

Under the word "PROPOSAL," describe in a series of short paragraphs the elements of your solution to the problem which will create the desired outcome.

In each paragraph, refer to the sections in a larger document if provided where that part of your solution is described in detail. Make each paragraph crisp and readable. Avoid jargon, biz-blab and needless abstractions. If at all possible, arrange the paragraphs into a step-by-step plan.

4. Explain how you'll overcome anticipated risks.

Every business decision - that's not a no-brainer - involves some level of risk. Therefore, under the heading "RISKS" briefly describe those risks and how you propose to overcome them (or why they're not really a risk). Anticipate potential risks from perspective of client.

Once again, keep these paragraphs tight. Use plain language. As with the previous step, tie each paragraph to the relevant section of the longer document if provided.

5. Ask for the decision you want made.

Under the heading "RECOMMENDATION" describe in as few words as possible, the decision that you'd like the executive(s) to make. Be specific.

If the decision involves money include the amount. If there are reasons that the decision must be made by a certain time, surface them. Show consequences.

Here are some other important points to keep in mind when preparing your executive summary and proposals:

DON’T MAKE IT TOO LONG

Some people recommend a formula that the executive summary be 10% of your entire proposal. Try to keep it to one page, two tops if it’s a larger proposal. Be mindful that if you’re working on an RFP (request for proposal), it may already set out a particular length limit so you’ll want to stick to that.

DON’T USE JARGON

This rule applies for everything but especially in proposals. Jargon can act like a smokescreen to mask the fact that someone doesn’t really know what they’re talking about, or it can confuse clients if they’re not familiar with the same terms.

DON’T USE OVERLY TECHNICAL LANGUAGE

Unless you are absolutely sure that the only person who will read the executive summary / proposal is a content expert (e.g. technology, finance, science, etc. or someone who will understand exactly what you’re talking about), don’t get too technical. Of course in some situations you may need to reference certain details but remember that this is a persuasive document - sell the benefits, not the features. Save the tech stuff for the proposal.

DON’T TALK ABOUT YOUR COMPANY HISTORY

If proposal is for internal personnel, they likely know the company background better than you. The history of your company does not belong in the executive summary / proposal body, and sometimes not even sure it belongs in a proposal. But if it is appropriate for the proposal - and relevant, put it in the body of the proposal under “About Us” or in an appendix - and make sure the content is relevant – not a history lesson.

DO FOCUS ON YOUR CLIENT / STAKEHOLDERS

Think about what they want to know, not what you want to tell them. Like any text, you need to write for your audience so make sure you think about them, what turns them off and what turns them on.

DO MENTION YOUR CLIENT’S COMPANY / BUSINESS UNIT NAME

People like to hear their names and the same holds true for businesses. Make sure you reference your client’s full company name or the target business unit several times in the executive summary / proposal so they feel like you’re focused on them – and not a generic proposal.

DO USE CLEAR LANGUAGE

The regular rules for writing apply to executive summaries / proposals. Use simple, short sentences that are clear and can be understood by almost any reading level, especially if you might be writing for people whose first language is not English. Don’t be pretentious - you’ll come off as condescending. Be concise, and persuasive.

DO PROOFREAD AND EDIT

This probably goes without saying but you really, really don’t want any typos in your executive summary / proposal. You may miss them but mistakes may jump out to decision makers and seriously undermine credibility, confidence – and trust in your recommendations – even if minor!

Get more than one set of eyes on your document before it goes out, and preferably someone who wasn’t involved in its creation. If you are presenting the information – PRACTICE.