ENGL2311: Proposals and Presentations

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Chapter 8

Proposals

Chapter Outline

Planning and Researching

Organizing and Drafting

Using Style and Design

Microgenre: The Elevator Pitch

Planning and Researching

Types of Proposals

Internal

External

Solicited

Unsolicited

Internal – used within a company to plan or propose new projects or products.

External – used to offer services or products to clients outside the company

Solicited – proposals requested by readers

Unsolicited – proposals not requested by readers

Planning and Researching (cont.)

Planning

Answer the Five-W and How Questions

Consider rhetorical situation

Researching

Do background research

Ask subject matter experts (SMEs)

Pay attention to causes and effects

Find similar proposals

Collect visuals

Planning

Answer the Five-W and How Questions:

Who will be able to say yes to my ideas, and what are their characteristics?

Why is this proposal being written?

What information do the readers need to make a decision?

Where will the proposal be used?

When will the proposal be used?

How will the proposal be used?

Consider the rhetorical situation: proposal’s subject; purpose; readers (Primary, secondary, tertiary, gatekeeper;) and context of use (physical, economic, ethical, and political.)

Researching

Do background research – fully understand the problem you are trying to solve.

Ask subject matter experts (SMEs) – interview experts with knowledge and insight

Pay attention to causes and effects

Find similar proposals – finding proposals on the internet or at your workplace can give you insight into how similar problems have been solved in the past

Collects visuals – proposals are persuasive, so include plenty of graphics, such as photographs, charts, illustrations, and graphics

Organizing and Drafting

Write Your Proposal One Section at a Time

Write the introduction

Move 1: Define the subject.

Move 2: State the purpose.

Move 3: State the main point.

Move 4: Stress the importance.

Move 5: Offer background information.

Move 6: Forecast the organization.

Minimally, your proposal’s introduction should clearly identify your subject, purpose, and main point.

The other three moves are helpful, but optional.

Organizing and Drafting (cont.)

Describing the Current Situation

Define and describe the problem

Discuss the causes of the problem

Discuss the effects of the problem if nothing is done

Use Logical Mapping to Develop Your Argument

Draft the Current Situation Section

Purpose of the current situation section is to define the problem your plan will solve.

Mapping out the situation

Write the problem in the middle of your screen or paper with a circle around it.

Write down the two to five major causes of the problem and circle them. Connect them to the problem.

Write down minor causes around each major cause. Circle them and connect them to the major causes.

Draft the current situation section

Opening – identify and define the problem you will describe.

Body – discuss the causes of the problem, showing how they brought about the problem.

Closing – discuss the effects of not doing anything about the problem.

Organizing and Drafting (cont.)

Describe the Project Plan

Identify the solution

State the objectives of the plan

Describe the plan’s major and minor steps

Identify the deliverables or outcomes

Use Logical Mapping to Turn Your Idea into a Plan

Draft the Project Plan Section

The project plan section offers a step-by-step method for solving the problem.

Tell your readers how you would like to handle the problem and why.

Mapping out the plan:

Write your solution in the middle. Circle it.

Write the two to five major steps needed to achieve the solution. Circle them and connect them to the solution.

Write down the minor steps required to achieve each major step. Circle them and connect them to the major steps.

Draft the project plan section

Opening – identify your overall solution to the problem.

Body – walk the readers through your plan step by step, telling them why each step is needed.

Closing – summarize the final deliverables, or outcomes, of your plan.

Organizing and Drafting (cont.)

Describing Qualifications

Description of personnel

Description of organization

Previous experience

The qualifications section presents the credentials of your team or company, showing why your team is qualified to carry out the project plan.

Show you are able to do the work (preferably best qualified.)

Description of personnel – short biographies of managers involved in the project; demographic information on workforce; description of support staff

Description of organization – corporate mission, philosophy, history of the company; corporate facilities and equipment; organizational structure of company.

Previous experience – past and current clients; a list of similar projects that have been completed; case studies that describe past projects.

Organizing and Drafting (cont.)

Concluding with Costs and Benefits

Move 1: Make an obvious transition

Move 2: State the costs of the project

Move 3: Summarize the benefits of the project

Move 4: Briefly describe the future

Move 5: Thank the readers and offer contact information

Which introductory move is optional?

Define the subject.

Offer background information.

State the purpose.

None of the above

Which introductory move is optional?

Define the subject.

Offer background information.

State the purpose.

None of the above

Using Style and Design

A Balance of Plain and Persuasive Styles

Use plain style where description is important

Use persuasive style where readers should make decisions

An Attractive, Functional Design

Graphics

Page Design

Medium

Proposals should educate and persuade

Plain style – use in places like the current situation section, the project plan section, and the qualifications section.

Persuasive style – use in places like the introduction and the costs and benefits section.

An attractive, functional design

Graphics – include charts, graphs, maps, illustrations, photographs, and other graphics to reinforce important points.

Page Design – use headings, lists, and graphics. Optionally include multiple columns, margin comments, pull quotes, and sidebars.

Medium – paper is norm, but sometimes multimedia, websites, and presentation software are used.

Which of the following sections should use persuasive style?

Project Plan Section

Costs and Benefits Section

Qualifications Section

Current Situation Section

Which of the following sections should use persuasive style?

Project Plan Section

Costs and Benefits Section

Qualifications Section

Current Situation Section

Microgenre: The Elevator Pitch

Elevator Pitch: A One- or Two-Minute Proposal That Pitches a New Idea, Project, or Service to Potential Investors or Clients

Introduce yourself and establish credibility

Grab them with a good story

Present your big idea in one sentence

Give them your best two or three reasons

Mention something that distinguishes you

Offer a brief cost-benefits analysis

Make sure they remember you

Introduce yourself – people invest in people, not projects. Tell them who you are and what you do.

Grab them with a good story – get their attention right away.

Present your big idea in one sentence – hit them with it up front.

Give them your best two or three reasons for doing it – sell your idea, don’t explain it.

Mention something that distinguishes you and your idea from the others – what is unique?

Offer a brief cost-benefits analysis – show them very briefly that your idea is worth their investment of time, energy, or money.

Make sure they remember you – end your pitch by telling them something memorable about your or your organization. Make sure you put your contact information in their hand.