how to make a proposal

How to Prepare a Winning Proposal

LG CNS University

2

Table of ContentsTable of Contents

Purpose and Overview

Proposal Status of LG CNS

Proposal Process

Major Activities of Each Process

Conclusion

Day 1

3

Purpose of Training Purpose and Overview

Value Delivery to Customer

Preparation of Winning Proposal

Efficient Delivery of Proposed Solution

Understanding a Proposal Process

•Value creation & delivery to customers•Contribution to our sales and profit•Inducing Next Biz

•Efficient & effective preparationof proposal•Reinforce the connection betweenproposal and the pertinent business•Differentiating a proposal

•Maximizing the value of a proposedproduct•Evoking a sympathy with a customer

•Full understanding of proposalprocess •Improving the understanding of major activities

• Time Table of Proposal Preparation Course

Day 2

Proposal

Process

Understanding

major activities

Day 1

LUNCH

9 10 11 12 1 2 3 4 5 6

Preparing a Proposal

Step by Step

-Standard proposal

-Preparation skill by

item

Standard

proposal &

contents and

Preparing a

winning proposal

Standard

proposal &

contents and

Preparing a

winning proposal

Intro

du

ctio

nP

resen

t & S

harin

g

Comparison of proposals of competitor & own company

Con

clu

din

g

Sessio

n

LUNCH

5

Course Timeline and Contents Purpose and Overview

Day 2

• Analyzing proposal status• Identifying competitions• Generals of proposal• Proposing process• Strategic approach to

major activities

• Understanding a basic proposal process and major activities

Details

Objective • Full understanding of proposal writing skill through comparison & analysis.

• Standard proposal• Writing skill by item• Comparison & analysis of a

proposal• Practice of writing a mock

proposal

Day 1

6

Daily Training Schedule Purpose and Overview

1 2

9:00 10:00 11:30 13:00 17:00 18:00

Introduction

Generals of

Proposal·

Process

Practicing Mini-

proposal

Team presentation

·Discussion

General comment

·Conclusion

Major Activities of

Proposal

7

When you walk out... Purpose and Overview

• Anxiety free

• Focus Driven

• Efficient Work

Effectively

• DIRFT*

• Know what to do

& How to do.

* Do it right the first time.

8

Table of Contents Day 1



Proposal Process


Conclusion

9

Our Position in Proposal Competitiveness

Establish StrategyDevelop SolutionDeliver Solution

TIme

Conceptual Diagram

B

Competitors

4~5 Years Ago Present

– LG CNS Proposal becomes a benchmark of competitors.

– LG CNS benchmarks competitor’s proposal

Our strong competitive edge in technical evaluation of proposal disappeared.

Every biz unit recognizes the loss of our competitive edge in proposal.

A

Proposal to NTSDec. 1993

LG CNS Future ?

2nd Proposal to Post-BancasJun. 1997

Standstill of Proposal Competitiveness Proposal Status of LG CNS

10

Strategic Countermove of Competitors Proposal Status of LG CNS

Effort to Differentiate a Proposal

Graphic Design Team does the entire editing work of a proposal.

Organized a Strategic Proposal Team This team has the right to accept/reject a

proposal. Corporate presentation Contest Utilize Professional Presenters Operate HR Pool

Built a proposal DB Standardized a submitting box and tape.

Contents Aspect

Formal Aspect

Hyundai Information Technology

11

Analysis of Competitors’ Proposal Competitiveness Proposal Status of LG CNS

Analysis of Proposal Competitiveness : LG CNS vs. Competitors

Strength

Weakness

WeaknessStrengthLG CNS Capability

Com

petitors C

apability

Proposal Packing & Decoration

Logical Development of

Proposal Contents

Efficient use of Existing Materials

Preparing Materials for Presentation Session

Secures persistent competitiv

e edge thru in-house training

of

Mckinsey Skill.

• All are leveled up.• Quality is proportional

to investment.

As all have low-level

skill.

it will be differentiated

depending on effort.

‘S’ company has Web-

based data system.

Establish a Plan for efficient use of Existing Materials

Improving Proposal Writing Skill

• Company-wide sharing of Proposal-related materials

• Develop and used templates of each type.

• Information sharing in link with KM afterwards

• Setting up a monitoring system for the entire life

cycle of a proposal.

• Developing a professional course on proposal

preparation, and training relevant staffs.

12

Major Issues in Proposal Life-Cycle

Major Issue

Responsibilities

Insufficient promotion of differentiated strategy

Lukewarm support and participation in/of proposal

Simple reuse of existing proposal

Low productivity and standstill of quality

Lack of available guideline

Contents review for form’s shake.

Low quality of binding and packing

Lack of presentation idea and professional presenter

• Industry(Biz) professional• Sales representative

• PM• Proposal support

team

• Biz units• ITG• Consulting

• Biz units• Consulting

• Biz units• General affairs

team

• Analyze customer needs • Analyze competitors• Analyze our service

capability• Establish a differentiation

strategy

• Setup Proposal timeline

• Secure proposal resources and build environment

• Define standard

• Analyze requirements• Understand customer biz• Design solution • Develop a logic and

configure it• Review contents

• Edit submitting version• Binding and Boxing

• Summarize contents & Value Point Image Up

• Prepare a presentation material.

• Presentation

Major Activities

Establish a Proposal Strategy

Establish Proposal Plan

Develop Proposal

Binding &Packing

Presentation

Why? Proposal Status of LG CNS

13

Why?(Cont’d) Proposal Status of LG CNS

Major Issues from the perspective of 7S

- Unclear responsibility & authority proposal team members.- Lack of systemic cooperation between departments. - Post facto feed-back for form’s sake.

- Lack of accumulated corporate proposal knowledge and its use.- No standard proposal process - Unreasonable compensation system- Poor proposal work environment- Operation of Red Team for form’s sake- Inadequate Win - Loss analysis system

- Technology-oriented members - Lack of industry professionals - Lack of professional presenter

- Lack of presenting ability- Lack of training on proposal- Lack of summarizing skill

- Inefficient operation of organization due to heavy workload and- Focus on quantity rather than quality

- Insufficient definition of biz scope

- Insufficient CSF a& differentiation strategy

Strategy

System

Staff

Style

Skill

Structure

- Proposal team members lack ownership.

- Low level of corporate recognition of proposal value.

SharedValue

14

Extracting Strategic Issues Proposal Status of LG CNS

Strategic Issues to Gain Competitive Edge of Proposal

- Establishing a differentiated strategy based on importance

- Cultivating professionals of proposal

- Restructuring proposal organization according to the

nature of proposals

- Activating feed-back after proposal

- Operating proposal QRB

- Collecting and sharing company-wide data

- Establishing a proper plan of each team to handle Q&A

- Nurturing talents capable of solving problems

- Nurturing talents having excellent writing skill

- Cultivating presentation skill of PM

- Company-wide sharing of proposal materials

- Developing & using templates by type

- Information sharing in link with KM

- Setup of monitoring system on entire proposal life

cycle

- Developing a professional course of proposal

preparation, and training

• • • •

•

LG CNS

Competitors

Setup of Proposal Process

Sharing Proposal Knowledge

Development of Common Module

Proposal Training

Issues

• • •

• • • • • • •

15




Proposal Process


Conclusion

16

What is a proposal? Proposal Process

Proposal -n.

Sales Document describing how to provide the optimum value that best meets customer’s needs and expectations, thereby ensuring the success in a business.

Persuade

Inform

Motivate

Customer

LG CNS Proposal

17

Features of Good Proposal Proposal Process

Understating Customer

Focus on Benefit

Consideration of Judges

Delivery of Clear Message

•Differentiation•Demonstration•Visualization

•GMCC LIS PROPOSAL

•GZMCCKMS PROLOSAL

•本公司投标过程规范 (ISO 9000)

18

AtoZ of a Proposal Proposal Process

StrategyBuilding

SolutionDevelopment

SolutionDelivery

Output

100 Strategy Building

200 Proposal Planning

300 Proposal Development

400 Commer- cialization

500 Proposal Delivery

•Understand customer

•Making preliminary

solution

•Analyze competitors

& partnership

•Make sales strategy

•Analyze available

resources

•Preparing proposal

strategy statement

•Proposal timeline/

organization

•Proposal outline

•Requirement check list

•Prepare key word

•Utilize library

•Determine a standard of

proposal

•Prepare storyboard

•Write proposal

•Review

•Printing

•Binding / Packing

•Boxing

•Prepare presentation

strategy

•Prepare presentation

session materials

•Rehearsal of presentation

session

•3C Analysis

•SWOT Analysis

•Summary of customer

analysis

•Proposal strategy

statement

•Proposal timeline

•Requirement analysis

document

•Analysis of key word

•Standard of proposal

•Storyboard

•Draft proposal

•Proposal

•Final version of

a proposal

•Presentation session

materials

Major Activities

19




Proposal Process


Conclusion

20

Major Activities by Process100 Strategy Building

110Customer Analysis

120Preliminary

Solution

140Make Sales

Strategy

160Setup Proposal

Strategy

130Competitor

Analysis

130Partnership

Analysis

150Analysis/SecureAvail. Resources

21

Major Activities by Process110 Customer Analysis (1/2)

Strategy & Mission of Customer Biz

Competitions of Customer

Relation between Own Company and

Customer

Major Decision Making Factors of Customer Key Person/ Judges

Motivation of Customer Biz

Customer Requirements

22

Major Activities by Process110 Customer Analysis(2/2) – RFP Analysis

Identifying Analysis Target What is explicit? What is implicit? What is obscure?

Defining Requirements Technical/Business/Operation Mgt.

requirements

Forming Consensus among

Proposal Team Members

Source: Proposal . RFP sectionⅡ

Reconfirm it thru customer

contact.

•GZMCC-KMSRFP评审标准•GMCC-EPMS RFP分析范例

23

Major Activities by Process

120 Extracting Preliminary Solution

Technical Solution

Biz Management Aspect Projection of Revenue & Expenses Issues and Constraints

Solution Evaluation Features & Benefits Comparison with Customer

Requirements

24

Major Activities by Process130 Analysis of Third Parties

Competitor Analysis Definition of competitor Analyzing the features of competitor’s

proposal Checking participants in a proposal.

Partnership Identifying the vendors preferred by a

customer. Strategic approach along with

technology owner Analyzing the partner’s preference for

our company

25


140 Preparing Sales Strategy(1/2)

Extracting & Analyzing a Possible

Scenario

Identifying Our Competitive Edge

Finding the Solution to Handle

Restrictions and Issues

Evaluating Differentiation Strategy

Plan to Supplement Weakness

Plan against Competitions

Strategy to Secure Available Resources

Pricing Strategy

26

SWOT

Analysis

Strength & Opportunity

Weakness & Threat

Select the selling point & key word that can make the best use of the strength & opportunity

Analyze the weakness & threat, and make a plan to supplement them.

Strength

Opportunity

Weakness

Threat

Our strength vs. competitors

Our weakness vs. Competitors

Our opportunities related to customers & external environment.

Threat to us related to customers & external environment.


140 Sales Strategy(2/2) – SWOT Analysis

27


150 Analysis & Securing Available Resources

Analyzing Applicable Technology

Identifying Available Personnel Head count /Experience / Qualification

Work Place for Proposal

Securing Equipment Required

Budgeting of Proposal

28

Major Activities by Process160 Setup Proposal Strategy

Proposal Strategy

• How to deliver?• How to highlight/complement our merit/demerit?

• What’s the critical issue of a customer?

• What’s our differentiation factors?

Customers

LG CNS IT Solution Value

29

Major Activities by Process200 Proposal Planning

210Set proposal

timeline/Organization

220Outline

Proposal

240Work out

Key Words

260Determine a standard of proposal

230Prepare a

RequirementCheck List

250SearchLibrary

30


210 Proposal time line and organization

Organizing a Proposal Team Considering

the Features of Available Human

Resources.

Setting a Practical Timeline Based on a

Deadline.

Communication Plan among Team

Members. Update changes continuously through a

whiteboard.

Managing Milestones in Stages.

Time costs money!

•CRMCSCMM 投标项目启动计划

31

Major Activities by Process220 Proposal Outline

Determining Contents Keep uniformity throughout the

proposal Allow for continuous communication

with team members of other parts

Utilizing Road Map

Preparing a Presentation

Procedure and Duty Allocation

Determining Proposal WBS

32

Major Activities by Process230 Requirements Check List

Preparing a requirement check

list of RFP

Making a cross-reference index

for the proposal contents and

requirements.

33

Major Activities by Process240 Preparing Key Word

Extracting Key Word Define them based on business

understanding, characteristics of work, and our strength.

Maintaining Key Word Set up a sharing system for members Continuous enforcement by PM

34

Major Activities by Process250 Utilizing Library

Searching Similar Proposals.

Modifying Them to Fit the Proposal. Update with latest information. Re-define the Key words to fit current

issue.

Considerations for Next Proposal

35

Major Activities by Process260 Determining Standard for Proposal Preparation

Determining Preparation Tools

Preparing Standard Template Unifying Font and Layout Determining Coloring, Graphic and Design

Setting Other Preparation Standard Term, Punctuation, Grammar, etc.

36

Major Activities by Process300 Proposal Development

310Prepare Story-

Board

330Review

320Authoring

320Visualize

Proposal Preparation

Feedback

37

Major Activities by Process310 Storyboard Preparation

Written form of Draft Type Facilitates repeated early-stage correction. Tool for sharing initial ideas among team

members

Review Point Logic of storyboard Clearness of selling point Adequacy of graphic

•CROSS方案思路

38

Major Activities by Process320 Proposal Preparation

Preparing Proposal Draft

Organizing Effective Sentences Simple and clear sentence Sentence considering a reader. Consistent logic and accuracy

Use of Visualizing Method to

Enhance the Acknowledgment

Feedback of Review Result

39

Major Activities by Process330 Review

Pre-organizing Review Team Internal/external expert of each field Set a review plan in accordance with

proposed timeline.

Applying Items of Change

Types of Review Team Member Review PM Review Red Team Review

40

Major Activities by Process400 Proposal Commercialization

가나다 정보시스템

구축제안서

LG-EDS SystemsEDS

Soft Aspect Hard Aspect

• Packaging– Binding

• Printing Paper(Type and Size) • Our Safe Boxing for Proposal

Cooperation Aspect

• Partnership with Print shop• Consult with Customer in

Terms of Packaging• Calculate Reasonable Cost

for Commercialization

• Printing Quality– Black & White– Color

• Design Considerations• Layout to Highlight

Professionalism

41

Major Activities by Process500 Proposal Delivery

Winning ProposalPresentation

Understanding Customer Biz

Analysis of Our Proposal

Audience Analysis

Preparation of Presentation Data

Presentation Strategy Setup

Q&A Countermeasure

Presentation Rehearsal

Presentation Strategy Setup

Presentation Meeting Session

42


510 Building a Presentation Strategy

Analyzing Proposal of its Own and

competitor Arrange selling point Check and compare proposal strategies

Building Presentation Strategy Determine major messages to deliver Plan presentation session Secure necessary resources Analyze audience profiles / Identify key

person

43

Major Activities by Process520 Presentation Session

Prepare Materials for Presentation

Session Prepare materials based on principle of

One-Chart One-Projection Coloring/Animation

Q&A Countermeasure

Presentation Rehearsal Improves presentation skills Enhances ability to handle exceptions

44

Major Activities by Process530 Follow-up Activities

Follow-Up After Submitting Proposal

Making a Database of Documentation

Customer

Our Company

Revision

Additional Question/ Request

Win-Loss Analysis

45




Proposal Process


Conclusion

46

Before you walk out... Conclusion

1. Proposal is Goods.

2. Proposal is a sales tool.

3. Proposal is money.

4. Proposal is easy.

5. Proposal is a fact.

6. Proposal belongs to a customer.

•ITMS PROPOSAL

47

Thank You.

48

Ref. PM’s 10 Check Points of Proposal

1. Has it fully reflected customer requirements?

2. Has it fully expressed the company’s selling point?

3. Has it started from the viewpoint of business?

4. Has it mentioned key words continuously?

5. Has it effectively given shape to a chart and a picture?

6. Isn’t there any ambiguous expression in any part of a proposal?

7. Is the proposed solution for each part of the proposal valid?

8. Is the logical reason for each solution persuasive?

9. Has it considered all the valid alternatives?

10. Has it described all the items of evaluation?

how to make a proposal

Documents