Proposals - What to Say, How to Say It, and How Much to Charge
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Presenter: Conni Billé A proposal can be terrifying. If it is off-base, you probably just wrote yourself off the candidate list. What if you propose something too expensive? What if you underestimate the complexity of the project and quote a price that is too low? Conni will share some approaches that should make you feel more comfortable and confident when writing a proposal.
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Proposals - What to Say, How to Say It, and How Much to Charge
- 1. Proposals – What to Say, How to Say It, and How Much to Charge Constance Billé +1.215.285.8136 cmbille@aol.com Society for Technical Communication - Philadelphia Metro Chapter 1
- 2. Outline • Proposal Structure • Cost Estimation • Pricing • Related Documents • Request for Proposal • Letter of Agreement • Statement of Work • Master Services Agreement 2
- 3. You Get a Request They are a bit vague They ask for solutions They want deliverables They want results $ They have a number in mind 3
- 4. Scary Stuff Estimation of the cost of a proposed project. • The manager has to budget and spend wisely to get what the organization needs • The vendor has to make a living while delivering agreedupon work (perhaps using a new tool or technique) at an agreed-upon price
- 5. Concerns on Both Sides CLIENTS • What concerns does the client have? VENDORS • What concerns does the vendor have? 5
- 6. Client: Worry, worry, worry Am I asking for the right thing? Is this the right vendor? What will “it” look like? How much does it cost? Do I have / will I get / the budget? Will I get a good product? Will I get it when I need it? How can I protect myself? 6
- 7. Vendor: Worry, worry, worry Do I know all the options? I’ve never done it like that before. Will it work? How long will it take? How much will it cost? How much should I charge? How can I control costs? Who should be on the team? Have I accounted for everything? Will they change their mind mid-way through? How can I protect myself? 7
- 8. You Respond You are selling! Focus on the prospect Show that you understand them! Talk to them first and LISTEN The answer to “Can you…?” is “Yes!” But remember my mantra . . . 8
- 9. “Don’t give them what they ask for, give them what they need.” 9
- 10. You Can Do It! Propose! 10
- 11. Proposal Structure 1. Statement of Understanding CURRENT STATUS [Company], an iconic American brand, has been undergoing significant organizational change of late. In the last few years, the company has experienced turnover and dispersion within its workforce, with 8,000 employees now spread across the globe. In addition, the demographic profile of that workforce has changed. PROBLEM The transition to a younger, global workforce has been accompanied by the departure of senior leaders who exemplified the [Company’s] internal brand; creating a general concern that the organization's internal culture – as distinct from its external brand identity – has lost its clarity. Human Resources recognizes the need for an internal program to promote the [Company’s] unique cultural identity. WE CAN HELP From years of working with global customer service organizations, [our company] experience indicates that this . . . [your analysis and solution]. 11
- 12. Proposal Structure 2. Project Outline 2. Suggested Project Outline Phase I: Discovery The project begins with XXX getting a full understanding of . . .. . Process Suggested activities include: • Review existing collateral • Select existing data for measurement of impact, • Conduct interviews • Produce a report . Deliverables Discovery findings report Phase II: Task Force Meeting A task force consisting of representatives from Operations, Marketing, HR, … 12
- 13. Proposal Structure 3. Development Process 3. Development Process Suggested Development Process • A weekly conference call to . . . • Outline an overall design . . . • Receive any templates or graphics to be used or adapted • Each week develop a first draft of one unit • Upon draft approval develop media storyboard. . . 13
- 14. Proposal Structure 4. Deliverables 4. Deliverables Eight modules of materials including • Facilitator Guide in Word format • Presentation in PowerPoint format • Participant Guide in PowerPoint format • Four Web-based self-instructional modules . . . 14
- 15. Proposal Structure 5. Timeline 5. Timeline Here is a suggested timeline to reach your target date of xxxx, in which case activities must commence by XXX. Activity Unit1First Draft Completed Week 3 Unit 2 First Draft Week 4 Unit 3 First Draft Week 5 Unit 4 First Draft Week 6 Pilot Week10 15
- 16. Proposal Structure 6. Roles & Responsibilities (Optional) 6. Roles & Responsibilities Modules One Two Three Four FINAL 1 2 3 4 5 6 7 8 DRAFT REVIEW REVISE APPROVE DRAFT REVIEW REVISE APPROVE DRAFT REVIEW REVISE APPROVE DRAFT REVIEW REVISE 9 10 APPROVE DELIVER 16
- 17. Proposal Structure 7. Pricing 7. Pricing For delivery of eight modules as specified above, not including any on-site photography, travel or incidental expenses incurred in the production of the deliverables outlined above; fees do not include any printing, photography, or telecommunications expenses. $100,000 USD 17
- 18. Proposal Structure 8. Payment Schedule 8. Payment Schedule The price is quoted in US Dollars according to the following schedule Upon signing Letter of Agreement $25,000 Upon approval of outline $25,000 Upon approval of first draft $25,000 Upon delivery $25,000 TOTAL $100,000 18
- 19. Proposal Structure 9. Appendix 9. Appendix • • • • Company Experience Project Team Biographies Work Samples / Project Descriptions Client Endorsements 19
- 22. What goes into estimating cost? • • • • • Tasks Time Team Technology Experience and benchmarks. e.g., Storyboard or wireframe analysis (pages, frames, videos, graphics, audio, minutes, etc.) 22
- 23. Assembling the Team Who do you ask? What do you know about them? Have you worked with them before? Are they available? Are they reliable? Employee? Contractor? Sub-contractor? Rates • Employee • Contractor • Sub-contractor • Hourly? • Per diem? • Per deliverable? 23
- 24. Pricing 24
- 25. Cost Estimation • Assemble project team with all needed skills • Breakdown phases and tasks • Add communication & coordination • Assign hours to everything • Know personnel rates • Base on known units • Go high on unknowns 25
- 26. What goes into determining price? • • • • Cost estimation Business overhead and margin Competition Prospect • Size, resources • Expectations • Authority level 26
- 27. Start with the Known • Start with known cost elements • Do some homework on the unknown • Cover your overhead and the “X” factor which gets bigger with . . . • More Unknowns • Longer timeline • More people involved • More regulation or bureaucracy 27
- 28. “Cost +” Pricing Conceptualize the design Define deliverables How many screens, pages, illustrations Categorize components – e.g. how many “simple” vs “complex” interactives Estimate effort and timeline for each step of process Describe process & project roles / staffing Define how many review/revision iterations 28
- 29. Price Presentation Bundled price? Per deliverable? Retainer? Set time effort limit – then hourly charges Note exclusions – travel, out-of-pocket, printing, etc 29
- 30. Pricing Address These Issues in Pricing New technique or technology Time frame – team size, skill PRICE Complexity Not too low TALENT TECHNIQUE Not too high Value independent of effort 30
- 31. Tasks, Hours, Rates Rate1 CLIENT $125 Activity Who Hrs Charge Rate2 $150 TOTALS DISCOVERY Confer with team on project Lead 20 $3,000 Confer with team on project Person B 20 $2,500 Confer with team on project Person A 20 $3,000 Review internal docs Person A 6 $750 Review data of impact Person A 6 $750 Intview(8 )svc /learng needs Person A 10 $1,250 Rapid design meeting Lead 6 $900 Rapid design meeting Person B 6 $750 Rapid design meeting Person A 6 $900 Develop specifications Person B 8 $1,000 TOTAL DISCOVERY PHASE $14,800 31
- 32. Project Plan 32
- 34. Task Precedence – PERT chart
- 35. Task Time Line GANTT Chart Week1 Week2 Week 3 Week 4 Week5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 July July July Aug Aug Aug Aug Sept Sept Sept Sept Oct Oct Oct Oct Nov Nov Nov Nov Design Document REVIEW APPROV Templates REVIEW APPROV REVISE APPROV Design Dec Discovery Part 1 REVIEW REVISE REVIEW REVISE APPROV Part 2 REVIEW REVISE REVIEW REVISE APPROV Part 3 REVIEW REVISE REVIEW REVISE APPROV Part 4 REVIEW REVISE REVIEW REVISE APPROV Part 5 REVIEW REVISE REVIEW REVISE APPROV Beta Class Delivery BETA Review/Approv e REVIEW Production/ Class Logistics Delivery LAUNCH key VENDOR CLIENT Some tasks allow “slide”. . . . some do not 35
- 37. Request for Proposal • Know the rules for competition • Follow the stated structure • Meet deadline • Interview or Q&A is Important • Use third party endorsement / prizes • Use Affirmative Advantages for government and nonprofit proposals 37
- 38. Letter of Agreement • A contract with mutual obligations • Signed and dated by both parties 38
- 39. Statement of Work (SOW) More detailed than proposal Roles & responsibilities Use non-disclosure agreement to protect proprietary information 39
- 40. Master Services Agreement (MSA) • For on-going contracts, such as annual renewal of a program • Makes it much easier to write a Statement of Work • The SOW refers to the MSA 40
- 41. THANK YOU! 41