Key Objectives for Business Proposal

• Your aim should be to summarize in one page what the project is, why it will good for the business, what it will cost and why the organization should provide the necessary seed funding to get it started. The executive summary needs to convince the reader that the project is credible and worthwhile for the organization and make the reader want to look at the rest of the document to see the detail.

• A really good executive summary is critical for a winning proposal, as it gives the reader important early impression of the rest of the document, and thus will it carry high weighting in marks. The best executive summaries will carefully summarize the key selling points of their proposal and the financial projections and be credible enough to make the ‘business decision maker’ feel confident with the content of the body of the report, before they even read it. That is why it has to be the very last thing you write when everything else is complete. It should be the most professional and the most convincing summary you can possibly make.

7. Key objectives of the project

• _List at least four key objectives of your project and how they will be measured or evaluated. Your objectives should include at least one operational objective, one marketing objective, one financial objective and one CSR objective.

• _Each objective should satisfy the SMART criteria discussed in class.

• _The objectives must each be specific enough to be measurable but together they must define the measurable criteria for the success of the entire project, so you may need more than 4.

Hire and train a project team of 4, a technical team of 3 and a promotional team of 50 to create and support the Macro product advertising campaign by 31 July 2015.

Notes:

Resources include;

· 1 x Project Manager and a project team of 3 including 1 x Accountant, 1 x Business Analyst and 1 Marketing Coordinator all hired on a 6 month contract

· 1 x computer programmer to create the database (3 days work)

· 1 x chef to write the recipes (3 days work)

· 1 x dietician to assist the chef with recipes so that Macro products incorporated into recipe’s deliver the greatest nutritional benefit (3 days work)

· 50 x retail sales assistant Woolworths staff hired to work 20 hours per week travelling between nominated stores in their state promoting the Macro range and the recipe database

Hire a training academy to facilitate 2-day course in NSW, Victoria, Queensland, South Australia and Western Australia to train a team of 50 promotional staff about the Macro product range and how the campaign will work by 31 August 2015

Notes:

· 5 x trainers hired through a training academy in each state to coach Woolworths staff about Macro product range and how the campaign will work

Create a database of 15 specifically written recipes that focus on healthy eating, add nutritional value to Woolworth’s current and potential customer diets and contain predominantly Macro products by 31 August 2015

Notes:

The database will include 15 lunch & dinner recipes for consumers to follow and will be available online and also handed out in-store on printed pamphlets. Bundled packages of the Macro product will be strategically placed in stores for customer convenience.

Select 500 stores nationwide including 150 stores in NSW, Victoria and Queensland, 30 stores in Western Australia and 20 stores in South Australia that will incorporate an in-house marketing strategy using promotional staff and pamphlets by 31 August 2015.

Notes:

Stores chosen will be situated within a 20km radius from each major city. 50 retail sales staff will each be assigned 10 stores each. They will be required to travel between stores over a 20 hour week over 4 days including weekends. They will be allocated a travel allowance of a maximum of 40km per day at a reimbursement rate of $0.80c per kilometer travelled.

Increase brand awareness by developing an advertising campaign that promotes the Macro range to current and potential customers and communicates the message of proven nutritional value by 31 March 2016

Notes:

50 Retail Sales Assistants’ will be hired to travel between 10 stores each to educate customers and promote the Macro range and bundled packages of macro products. The staff will hand out pamphlets with reference to recipes (expected 500 pamphlets to be distributed per week, per store for 12 week duration). Staff will also be trained to refer customers to the online recipe database.

Increase healthy nutritional intake of current and potential customers by increasing sales of Macro product range by 31 March 2016

Increase sales of Macro products as a percentage of Woolworths food sales to 2.1% and increase revenue by $8.8m by 30 June 2016 compared to 2009 levels.

Notes:

Financial analysis predicts growth in FY16 of $66.3m. This estimate is based on sales generated at 3000 stores with products selling at full price. The final estimate of $8.8m has been adjusted to reflect sales generated from 500 stores targeted in the marketing campaign and further adjusted for a 20% discount rate, which will be offered to customers on products sold in a bundled package.

Appendix 1: The Project Team

Provide background of each of the project team by creating a brief narrative statement (one paragraph = 100 words) for each member. The narrative statements are to be consistent in style, and are to be written in the third person, highlighting qualifications and experience of relevance to the proposal. The narrative statements are about the experience and capabilities of each person. (They are NOT a description of who did what on the assignment!) (Such capability statements are often a critical element for assessors of project proposals, tenders and consultancy proposals, and sometimes the first thing decision makers will look at to judge if the team looks capable of delivering the project.)