helpful tips for marketing proposal

7/28/2019 Helpful Tips for Marketing Proposal

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HELPFUL TIPS FOR THE MARKETING COLLATERAL PROJECT

The following handout lists the details of what you may incorporate in the various parts of the

Project. Please note that I used the word 'may' simply because some of the details may not apply

to the specific requirements of your proposal.

The Executive Summary

The executive summary is a short, information-packed summary of the proposal. In one or two

paragraphs, state thepurpose of the proposal, the specifics of the business/service idea, the total

expense, and a brief gist of your client's qualifications. This should not exceed one page. Areader should finish the summary knowing the basic information. Only an interested reader

needs to read more. Write the executive summary after you have finished the rest of the

documentation.

The next page gives a brief description of parts of an executive summary.

Purpose: The purpose can be described any number of ways. Here are two:

State the problem or need you are prepared to address. Manyproposals are responding to problems that need to be solved. e.g. The

product/service is not bringing in projected revenues or A part of a product

wears out too soon. How can we market the product better? How can we

make the product work better? Explain the goal of the proposal. Sometimes a proposal is to

develop/market a new product. In this case, you are not solving a problem,

but may be catering to a specific market need. You need to explain whyyou want to develop the proposal, and what market/consumer needs it will

fill.

Specifics of the Program: Many proposals in industry will be able to present a full

solution, because the proposal is to implement previously developed technology.However, even if you do not have a fully developed solution, the executive summary

needs to include a brief statement of what you think you will do. In one or two sentences

state these:

o what will take placeo

benefit of the projecto how and where it will operateo expected costs if anyo expected turnaround time/dollar value if applicable

Expense: State the bottom line. If an explanation of the figure is required, make that asconcisely as possible.


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Qualifications: Briefly state the qualifications and capacity of key personnel involved to

carry out this proposal.

Statement of Need

This is where you present the problem you are trying to solve or the gap/need you aretrying to cash on. Try to stay with 1 problem/need, or at least 1 problem/need descriptionat a time.

Use a logical progression in your statement of need starting as globally as possible. Youwill need to prove that you have an understanding of the problem, and the latest research

on the problem

Explain the objectives of the project, giving the basic ideas, problems or questions to beexamined, and indicate in a general way how these will be explored and developed.

Describe the contribution this project can be expected to make to the client's\applicant'sbusiness\field of study. If appropriate, mention both specific and technical contributions

and also the more general significance of dealing with these particular ideas and

problems. Describe the previous development, if any, of the project, its current state, stages yet to

be completed, the plans for each stage, and how the work proposed under this project fits

into the whole. If appropriate, comment also on the relationship of the project to work

already done by others in the field.

Indicate as specifically as possible what results can reasonably be anticipated from this

project.

Close with a discussion of what else is being done, and lead into the project narrativewith a brief discussion of how your idea is better or different. To do this, you will need tocite that latest body of research and specific projects that are currently happening, and

how yours is different and better.

Project Description

anagement Plan:

Content of the management plan will vary widely depending on the company, the program, and

the circumstances. However, a majority of management plans have in common certain sections.The management plan categories that usually need to be addressed in a proposal include the

following:

Program Organization - includes an organization chart showing reporting relationshipsand describes how the proposed program organization functions.

Program Management - describes how the overall program is directed by the programmanagement group.

Project Management - describes the techniques used to plan, schedule, track, and directproject activities that may take place within the program.

Problem management / escalation - provides a concrete means for identifying andhandling problems in a reliable, repeatable, and timely manner.


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Personnel management - contains a description of how personnel-related affairs such asrecruiting, retention, time keeping, and benefits are handled.

Risk management - demonstrates a clear understanding of program risks and provides adescription of the plans and capabilities you have developed to ensure that risks are held

to an acceptable level.

Critical Path Schedule:

Give a clear and detailed plan of work on this project, including the expected timetable of what is

to be done, when, and where. An adequate description should be given to any special methods,

procedures, and experiments to be employed.

This may be a good opportunity to develop a visual aid like a colored Gantt Chart to indicate the

CPS.

Technical Plan: This will apply in case you are proposing to make technical changes, liketouching up a pre-existing website or proposing designs for a new one. If applicable, you must

describe the following:

Why the proposed design solves the stated problem? How the design works? What multidisciplinary technical approaches have been used in the design?

Commercial Plan

This part will list complete details of the financial plan or management of the project. It will

include, among other things, details of:

Available funds and their allocation Needed funds and the details of how they will be used List any equipment or material needs and estimated cost. List any anticipated travel needs and estimated cost.

Client Information

Primary Activities: what the client does Services: the range of services offered Context of Research: This is mostly applicable to research grants proposals, but you can

always mention the situations\problems leading to the research for designing the proposalin other cases.

Conclusion

Reiterate briefly what you specified in the statement of need and project description. Another

important aspect of the conclusion is that it is important for the potential sponsor to know that


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the project will not simply end once the grant funds are gone. It is important to build in and

discuss a plan for growth of the project. Grant funding should be used as seed funding for

follow-on funding. The proposed management plan can indicate to the sponsor that not onlysustainability, but growth of the project is going to occur.

Good Luck!

helpful tips for marketing proposal

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