PROPOSALS
A proposal is a persuasive message in which a writer
analyses a problem and recommends a solution. The problem may be a need for
equipment, services, research, a plan of action, or the other things. The
recommended solution may be products, personnel, a business study, a
description of work to be performed, or any of several other outcomes.
Proposals are common in business and it is important that they be clear, be
concise and meet readers’ expectations.
Business people look for initiative. They welcome
suggestions about how to change things for the better. Customers and suppliers
want to receive proposals that will benefit them and you. Successful
organisations depend on the creation of ideas that will improve productivity
and profitability.
Proposals are gambles. They take time to develop and are
often rejected. Some proposal developers believe that they are doing well if
they win acceptance of one of every ten proposals. Effective proposal writers
are risk takers; they assess the probability of success and then decide whether
to proceed.
Types of Proposals
1. External Proposals
- Proposals
that go outside an organisation to current or prospective customers, government
agencies, or to private agencies. These
messages include proposals to supply products at given prices to build roads,
or to perform audits. This category also encompasses request for grants of
money or goods to support the work of non-profit agencies or other groups
hoping to meet some societal or humanitarian need. Such requests are submitted
to foundations established solely for the purpose of funding projects in areas
such as the arts, education, environment, or human services. Receiving approval
of external proposals is essential to the success of many profit and non-profit
organisations.
2. Internal Proposal
- Proposals
sent to others within an organisation are internal proposals. These can be
proposals to solve problems or to meet needs by improving procedures, changing
products, adding personnel, reorganising departments, expanding facilities,
reducing budgets, or making other changes. Ideas for internal improvement,
creativity developed and effectively presented, are the lifeblood of
organisations.
3. A Solicited Proposal
- A
solicited proposal is prepared in response to a request for proposal (RFP). The
solicitation may be made face-to-face, by telephone, or in writing. Solicited
proposals are generally submitted externally. When responding to solicitations
for proposals, writers must provide all the requested information and use the
specified format. Failure to do so may eliminate the proposal from
consideration.
4. An Unsolicited Proposal
- Proposals
prepared at the writer’s initiative rather than in response to an RFP. These
proposals represent an independent analysis of problems faced by others or
needs and the creation of possible solutions. Unsolicited proposals may be
internal or external. When submitting proposals to foundations or government
agencies, writers must watch the goals of the writer’s organisation to those of
the foundation or agency.
5. Informal Proposal
- Informal
proposals generally take the form of letters (external) or memos (internal).
Some foundations, corporations, and government agencies encourage or require
proposal writers to submit pre-proposals or letters of inquiry. These
documents, which are submitted without attachments, provide a succinct
description of the project. After review, the funding agency either rejects the
proposal or directs the writer to submit a full proposal.
Qualities of a Successful
Proposal
Although success sometimes depends on factors such as luck,
politics timing and reputation, most proposals must have excellent content and
be clearly presented to be accepted. The following qualities usually are
required for a successful proposal:
·
The purpose of the proposal is stated clearly;
·
The problem or need is understood and defined
clearly;
·
The solution is innovative and presented
convincingly;
·
The benefits outweigh the costs;
·
The personnel implementing the solution are
qualified;
·
The solution can be achieved on a timely basis;
·
The proposal is honest, factual, realistic, and
objective; and
·
The presentation is professional and attractive.
To convey these qualities in the proposal, the writer must
carefully analyse the situation and the receivers, use the you-viewpoint, and
apply the principles of business communication.
The proposal should be a powerful, persuasive message. The
receivers are going to be looking for the benefits to them their department,
the company, the community, the society, or some other group to which they
belong. The proposal should get the receivers’ attention, clearly show the
benefits of accepting the proposal, give proof of those benefits and motivate
favourable action.
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