Formal Proposal (Technical Writing Assignment)

EH 3341, Technical Writing 4

Formal Proposal

Students are required to submit for grading a Formal Proposal in Unit VIII. Using the guidelines in your textbook, write a Formal Proposal (minimum of seven pages, including the cover page). The proposal should include:

1. Cover/Title Page 2. Letter/Memo of Transmittal 3. Table of Contents 4. Executive Summary 5. Introduction 6. Discussion Sections 7. Conclusion 8. Appendices (include an APA style Reference Page)

If necessary, include a List of Illustrations. Be sure to include that material in your Table of Contents.

For this proposal, imagine that you own a company that has been asked to provide a proposal to solve a problem in your local community. Research possible topics in local newspapers, and be sure to provide references for any outside sources you use in your proposal. Below is a list of sample topics:

1. Planned construction (roads, shopping centers, etc.) 2. Pensions for public employees 3. Improvements in public education 4. Advertising local businesses

Refer to the sample proposal on pages 174-182 of your textbook for an example of the proper form.

By uploading your assignment through BlackBoard, your university record will automatically be updated to indicate you have submitted your paper and it will be provided to your professor for grading.

APA Guidelines

Requires that students use the APA style for papers and projects. Therefore, the APA rules for formatting, quoting, paraphrasing, citing, and listing of sources are to be followed.

Chapter 8 Proposals

PROPOSAL FOR SUPPLYING TEAK CAM CLEAT SPACERS

Prepared by Totally Teak, Inc.

Prepared for John L. Riggini

Bosun's Locker Marine Supply

August 22, 2011

Figure 8-3 Formal proposal Fi

Guidelines for Formal Proposals

Totally Teak Inc 6543 Amsfer Avenue NW

Atlanta Georgia 30308

404.555.9425

August 22, 2011

In this example, the letter of transmittal appears immediately following the title page. It can also appear before the title page (see ModelB-4).

John L Riggini President Bosun's Locker Marine Supply 38 Oakdale Parkway Norcross OH 43293

Dear Mr. Riggini:

I enjoyed talking with you last week about inventory needs at the 10 Bosun's stores. In response to your interest in our products, I'm submitting this proposal to supply your store with our Teak Cam Cleat Spacers.

<III04t--~__ Establishes link with previous client contact.

This proposal outlines the benefits of adding Teak Cam Cleat Spacers to your <III04t------''---~:::;i~:.two main line of sailing accessories. The potential for high sales volume stems from the fact that the product satisfies two main criteria for any boat owner:

1. It enhances the appearance of the boat. 2. It makes the boat easier to handle.

Your store managers will share my enthusiasm for this product when they see the response of their customers.

Says he will call (rather <IIII<III-~--than asking client to

call).

I'll give you a call next week to answer any questions you have about this proposal.

Sincerely,

William G. Rugg President Totally Teak, Inc.

WR/rr

Figure8-3 continued

Chapter 8 Proposals

Organizes entire pro- posal around benefits.

••••

CONTENTS PAGE

EXECUTIVE SUMMARY. 1 INTRODUCTION.................................................... 2

Background............................................................. 2 Proposal Scope and Format............ 2

-----.~ FEATURES AND BENEFITS......... 3 Practicality.................................................................................................. 3 Suitability for a Variety of Sailors.............. 4 High-Quality Construction and Appearance ;................................... 4 Dealer Benefits........................ 4 Sizable Potential Market............. 5 Affordable Price............................ 5

CONCLUSiON................................... 6

ILLUSTRATIONS

Figure: Side Views of Cleating Arrangement 3

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Figure 8-3 continued

.1111' .8 ••••••••••....;••••••Guidelines for Formal Proposals

EXECUTIVE SUMMARY Briefly mentions main need to which proposal

This proposal outlines features of a custom-made accessory designed for "~--'--responds. today's sailors-whether they be racers, cruisers, or single-handed Skippers. The product, Teak Cam Cleat Spacers, has been developed for use primarily on the Catalina 22, a boat owned by many customers of the 10 Bosun's stores. However, it can also be used on other sailboats in the same class.

The predictable success of Teak Cam Cleat Spacers is based on two impor- tant questions asked by today's sailboat owners: Reinforces main points

mentioned in letter • Will the accessory enhance the boat's appearance? "~~"""'7"-(selecti1ie repetitionof • Will it make the boat easier to handle and, therefore, more enjoyable to sail? crucial information is

acceptable). This proposal answers both questions with a resounding affirmative by describing

the benefits of teak spacers to thousands of people in your territory who own boats for which the product is designed. This potential market, along with the product's high profit margin, will make Teak Cam Cleat Spacers a good addition to your line of sailing accessories.

Figure 8-3 continued

Chapter 8 Proposals

Makes clear the proposal's purpose.

Gives lead-in about section to follow.

Establishes need for product.

Shows his understanding of need (personal experience of designing owner survey).

Gives list of sections to follow, to reinforce organization of proposal.

INTRODUCTION

---.~ The purpose of this proposal is to show that Teak Cam Cleat Spacers will be a practical addition to the product line at the Bosun's Locker Marine Supply stores. This introduction highlights the need for the product, as well as the scope and format of the

---.~ proposal.

Background Sailing has gained much popularity in recent years. The high number of inland im-

poundment lakes, as well as the vitality of boating on the Great Lakes, has spread the popularity of the sport. With this increased interest, more and more sailors have be- come customers for a variety of boating accessories.

___ .~ What kinds of accessories will these sailors be looking for? Accessories that (1) enhance the appearance of their sailboats and (2) make their sailboats easier to handle and, consequently, more enjoyable to sail. With these customer criteria in mind, it is easy to understand the running joke among boat owners (and a profitable joke among marine supply dealers): "A boat is just a hole in the water that you pour your money into."

---.~ The development of this particular product originated from our designers' first- hand sailing experiences on the Catalina 22 and knowledge obtained during manufac- ture (and testing) of the first prototype. In addition, we conducted a survey of owners of boats in this general class. The results showed that winch and cam cleat designs are major concerns.

Proposal Scope and Format The proposal focuses on the main advantages that Teak Cam Cleat Spacers will

provide your customers. These six sections follow:

___ .~ 1. Practicality 2. Suitability for a Variety of Sailors 3. High-Quality Construction and Appearance 4. Dealer Benefits 5. Sizable Potential Market 6. Affordable Price

2

Figure 8-3 continued

BIIIII;.11 ••• ••••····1•••••• Cl__ ;tj

Guidelines for Formal Proposals

FEATURES AND BENEFITS

Teak Cam Cleat Spacers offer Bosun's Locker Marine Supply the best of both worlds. On the one hand, the product solves a nagging problem for sailors. On the other hand, it offers your store managers a good opportunity for profitability. Described here are six main benefits for you to consider.

Practicality This product is both functional and practical. When installed in the typical

arrangement shown in the figure below, the Teak Cam Cleat Spacer raises the height of the cam cleat, thereby reducing the angle between the deck and the sheet as it feeds downward from the winch. As a result of this increased height, a crewmember is able to cleat a sheet with one hand instead of two.

Phrases each side ~~_.......:..._heading in "benefit-

centered" language.

SIDE VIEWS OF CLEATING ARRANGEMENT

Winch With Spacer

Winch Without Spacer

3

Figure 8-3 continued

Chapter 8 Proposals

Explains exactlyhow product will work. ---.~ Such an arrangement allows a skipper to maintain steerage of the boat, keeping

one hand on the helm while cleating the sheet with the other. Securing a sheet in this manner can be done more quickly and securely. Also, this installation reduces the like- lihood of a sheet "popping out" of the cam cleat during a sudden gust of wind.

Moves logically from Suitability for a Variety of Sailors racmg to crUIsmg to single-handedsailing-all ~ For the racer, cruiser, and single-handed sailor, sailing enjoyment is increased as to show usefulness of sheets and lines become easier to handle and more secure. In a tight racing situation, product. these benefits can be a deciding factor. The sudden loss of sail tension at the wrong

moment as a result of a sheet popping out of the cam cleat could make the difference in a close race.

A cruising sailor is primarily concerned with relaxation and pleasure. A skipper in this situation wants to reduce his or her workload as much as possible. In the instance of a sheet popping loose, the sudden chaos of a sail flapping wildly interrupts an otherwise tranquil atmosphere. Teak Cam Cleat Spacers reduce the chance of this happening.

A cruising sailor often has guests abroad. In this situation, as well as in a race, the skipper wants to maintain a high level of seamanship, especially where the control of the boat and the trim of its sails are concerned.

The single-handed sailor derives the greatest benefit from installing Teak Cam Cleat Spacers. Without crew nearby to assist with handling lines or sheets, anything that makes work easier for the skipper is welcome.

Stresses quality. High-Quality Construction and Appearance

---.~ The teakwood frame from which this product is manufactured is well suited for use around water, since teak will not rot. It also looks nice when oiled or varnished.

The deck of most sailboats is made primarily of fiberglass. The appearance of such a boat can be significantly enhanced by the addition of some teak brightwork.

Each spacer is individually handcrafted by Totally Teak, Inc., to guarantee a con- sistent level of high quality.

Appeals to self-interest of individual Bosun's dealers.

Dealer Benefits ---.~ Teak Cam Cleat Spacers make a valuable addition to the dealer's product line.

They complement existing sailing accessories as well as provide the customer with the convenience of a readily available prefabricated product.

A customer who comes in to buy a cam cleat is a ready prospect for the compan- ion spacer. Such a customer will likely want to buy mounting hardware as well.

With this unique teak product readily available, a dealer can save the customer the time and trouble of fabricating makeshift spacers.

4

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Figure 8-3 continued

Guidelines for Formal Proposals

Sizable Potential Market These Teak Cam Cleat Spacers are designed with a large and growing potential Includesnumber of

market in mind. They are custom-made for the Catalina 22, one of the most popular ~<II_-;-_owners to emphasize sailboats in use today. More than 13,000 of these sailboats have been manufactured potential sales.

to date. These spacers are also well suited for other similar-class sailboats.

Affordable Price The Teak Cam Cleat Spacers made by Totally Teak, Inc., wholesale for $3.95/pair. ~._--=-_Keeps price information

short and clear. Suggested retail is $6.95/pair. This low price is easy on the skipper's wallet and should help this product move well. And, of course, the obviously high profit margin should provide an incentive to your store managers.

5

Figure 8-3 continued

I I I

II I I I

II

Chapter 8 Proposals

Links list of benefits with their order as presented in the body of the proposal-drives home advantages of product to user and dealer.

-

CONCLUSION

Why should a marine supply dealer consider carrying Teak Cam Cleat Spacers? This product satisfies two common criteria of sailboat owners today: it enhances the appearance of any sailboat, and it makes the boat easier to handle. The potential success of this product is based on its ability to meet these criteria and the following features and benefits:

---.~ 1. It is practical, allowing quick, one-handed cleating. 2. It is ideally suited for a variety of sailors, whether they are racing, cruising, or

sailing single-handedly. 3. It is a high-quality, handcrafted product that enhances the appearance of any

sailboat.

4. It is a product that benefits the dealer by making a valuable addition to her or his product. It complements existing sail accessories and satisfies a customer need.

5. It is geared toward a sizable potential market. Today there are thousands of sailboats in the class for which this accessory is designed.

6. It is affordably priced and provides a good profit margin.

6

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Figure 8-3 • continued