1 Technical Communication A Reader-Centred Approach First Canadian Edition Paul V. Anderson Kerry Surman

2 Proposals Chapter 7

3 (c) 2007 Nelson, a division of Thomson Canada Limited Learning Objectives Describe the twin goals of proposals Describe the twin goals of proposals Respond to readers’ questions as they read proposals Respond to readers’ questions as they read proposals Develop the ten components of proposals Develop the ten components of proposals

4 (c) 2007 Nelson, a division of Thomson Canada Limited The Importance of Proposal Writing You make an offer and persuade your readers to accept it You make an offer and persuade your readers to accept it Proposal serves metaphorically, and often legally, as a contract Proposal serves metaphorically, and often legally, as a contract You and your readers are both obligated to provide what your proposal says you will each provide You and your readers are both obligated to provide what your proposal says you will each provide

5 (c) 2007 Nelson, a division of Thomson Canada Limited The Goals of a Proposal To persuade To persuade – Present your offer in as appealing a way as possible To protect To protect – Define the limits of your offer

6 (c) 2007 Nelson, a division of Thomson Canada Limited The Variety of Proposal-Writing Situations Your readers may be employed in your own organization Your readers may be employed in your own organization Your readers may have asked you to submit a proposal Your readers may have asked you to submit a proposal Your proposal may be in competition Your proposal may be in competition Your proposal may have to be approved Your proposal may have to be approved You may have to follow regulations You may have to follow regulations

7 (c) 2007 Nelson, a division of Thomson Canada Limited Proposal Readers are Investors You ask decision makers to invest some resource so that the thing you propose can be done You ask decision makers to invest some resource so that the thing you propose can be done Your readers will make their investment decisions cautiously Your readers will make their investment decisions cautiously

8 (c) 2007 Nelson, a division of Thomson Canada Limited The Questions Readers Ask Most Often What is the problem the proposal solves? What is the problem the proposal solves? What solution does the proposal outline? What solution does the proposal outline? What are the costs? What are the costs? Do you have the capability to deliver? Do you have the capability to deliver? – If you are proposing to perform some work

9 (c) 2007 Nelson, a division of Thomson Canada Limited Ten Components of Proposals Introduction Introduction Problem Problem Objectives Objectives Solution Solution Delivery (method, resources, schedule, qualifications, management) Delivery (method, resources, schedule, qualifications, management) Costs Costs

10 (c) 2007 Nelson, a division of Thomson Canada Limited Use of Components Components indicate kinds of information you need to provide, not necessarily the titles of the sections Components indicate kinds of information you need to provide, not necessarily the titles of the sections Even in the briefest proposals, you need four components Even in the briefest proposals, you need four components – Introduction – Problem – Solution – Costs

11 (c) 2007 Nelson, a division of Thomson Canada Limited Answer Your Readers’ Questions Introduction Introduction – What is this communication about? Problem Problem – Why is the proposed project needed? Objectives Objectives – What features will a solution to the problem need in order to be successful?

12 (c) 2007 Nelson, a division of Thomson Canada Limited Answer Your Readers’ Questions (continued) Solution Solution – What will your proposed solution look like? Delivery Delivery – Includes method, resources, schedule, qualifications, management – Are you going to be able to deliver what you describe here? Costs Costs – What will it cost?

13 (c) 2007 Nelson, a division of Thomson Canada Limited Make Your Persuasive Point Introduction Introduction – Briefly, I propose to do the following. Problem Problem – The proposed project addresses a problem, need, or goal that is important to you. Objectives Objectives – A successful solution can be achieved if it has these features.

14 (c) 2007 Nelson, a division of Thomson Canada Limited Make Your Persuasive Point (continued) Solution Solution – Here’s what I plan to produce, and it has the features necessary for success. Delivery Delivery – I can deliver what I describe, because I have a good plan of action; the necessary resources; a workable schedule; appropriate qualifications, and a sound management plan. Costs Costs – The cost is reasonable.

15 (c) 2007 Nelson, a division of Thomson Canada Limited The Importance of Reader-Centred Proposal Writing Like all workplace writing, your proposal must be Like all workplace writing, your proposal must be – Usable Readers can find answers to their questions Readers can find answers to their questions – Persuasive You will produce an outstanding result if your proposal is accepted. You will produce an outstanding result if your proposal is accepted.

16 (c) 2007 Nelson, a division of Thomson Canada Limited Lead Your Proposal Readers Through This Sequence Readers learn generally what you want to do Readers learn generally what you want to do Readers are persuaded there is a problem that is important Readers are persuaded there is a problem that is important Readers are persuaded that the proposed action will be an effective solution Readers are persuaded that the proposed action will be an effective solution Readers are persuaded that you are capable of planning and managing the solution Readers are persuaded that you are capable of planning and managing the solution Readers are persuaded that the cost is reasonable in light of the benefits Readers are persuaded that the cost is reasonable in light of the benefits

17 (c) 2007 Nelson, a division of Thomson Canada Limited Introduction Announce to your readers what you are proposing Announce to your readers what you are proposing Postpone the full description until after discussing the problem Postpone the full description until after discussing the problem May be able to use a single sentence, or may need background May be able to use a single sentence, or may need background

18 (c) 2007 Nelson, a division of Thomson Canada Limited Problem Your readers may define the problem for you Your readers may define the problem for you Your readers may provide a general statement of the problem Your readers may provide a general statement of the problem You may have to define the problem yourself You may have to define the problem yourself – Identify goals that you will help your readers achieve – Talk with your readers before you begin writing

19 (c) 2007 Nelson, a division of Thomson Canada Limited Objectives Link your proposed action to the problem Link your proposed action to the problem Formulate each of your objectives to grow out of aspects of the problem Formulate each of your objectives to grow out of aspects of the problem Separate aims of the project from the strategies for achieving those aims Separate aims of the project from the strategies for achieving those aims

20 (c) 2007 Nelson, a division of Thomson Canada Limited Solution Describe your plan for achieving the objectives you have listed Describe your plan for achieving the objectives you have listed Persuade your readers Persuade your readers – That your solution will successfully address each of their objectives – That your solution offers a particularly desirable way of achieving the objectives Protect yourself by being precise Protect yourself by being precise

21 (c) 2007 Nelson, a division of Thomson Canada Limited Delivery Method Method Resources Resources Schedule Schedule Qualifications Qualifications Management Management

22 (c) 2007 Nelson, a division of Thomson Canada Limited Method Describe your plan for action for producing the results that you promise Describe your plan for action for producing the results that you promise You may find it helpful to use the strategies for describing a process You may find it helpful to use the strategies for describing a process

23 (c) 2007 Nelson, a division of Thomson Canada Limited Resources Describe the facilities, equipment and other resources to be used Describe the facilities, equipment and other resources to be used Assure your readers that you will use whatever special equipment is required to do the job properly Assure your readers that you will use whatever special equipment is required to do the job properly

24 (c) 2007 Nelson, a division of Thomson Canada Limited Schedule Readers want to know Readers want to know – When they can enjoy the final result – How you will structure the work in a reasonable and sound way – If they need to plan other work around the project – If the project is proceeding according to plan

25 (c) 2007 Nelson, a division of Thomson Canada Limited Qualifications Readers want to be sure that you have the experience and capabilities Readers want to be sure that you have the experience and capabilities Readers may also want to know qualifications of the organization Readers may also want to know qualifications of the organization Protect yourself by accurately stating qualifications Protect yourself by accurately stating qualifications

26 (c) 2007 Nelson, a division of Thomson Canada Limited Management If your project involves more than four people, describe the management structure If your project involves more than four people, describe the management structure Describe a project management plan Describe a project management plan – Management responsibilities – Management duties – Organizational chart – Management techniques and tools

27 (c) 2007 Nelson, a division of Thomson Canada Limited Costs May include a budget statement May include a budget statement May include costs of required resources elsewhere in proposal May include costs of required resources elsewhere in proposal May demonstrate that the costs are outweighed by the savings that will result May demonstrate that the costs are outweighed by the savings that will result

28 (c) 2007 Nelson, a division of Thomson Canada Limited Sample Proposal Proposal Proposal – See Figure 7.1, page 176

29 (c) 2007 Nelson, a division of Thomson Canada Limited In Summary Meet the goals of persuasion and protection in your proposals Meet the goals of persuasion and protection in your proposals Respond to readers’ questions by making your persuasive points Respond to readers’ questions by making your persuasive points Guide your readers through a sequence of thought with the ten elements of your proposal Guide your readers through a sequence of thought with the ten elements of your proposal