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General Rules Begin Early Follow RFP Instructions Highly Thematic Clear, Expository Writing Explicit Messages Active Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) Tone Avoid Adverbs and Overblown Writing Utilize Summary Graphics Objectives Get the Reader’s Attention Show our Understanding of the Problem Insights/Perspectives Summarize Key Parts of Our Approach/Solution - Focus on How Convey Confidence that KPMG is the Best Firm to do the Job - Why? Obtain Important Points/Themes from Major Section Writers Preparing and Writing I First Steps Read the RFP/Opportunity Fact Sheet Review Proposal Discriminators and Themes Analyze Proposal Learn Customer ‘Hot Buttons’ Review Other Executive Summaries Preparing and Writing II Build Outline Outline Each Page Major Headings, Ideas and Graphics Map Themes and Discriminators to Headings Preparing and Writing III Work Through Each Section Flesh Out Ideas that will be Developed Use Selected Proposal Graphics Create Summary Graphics Use New Graphics/Text Sparingly Create Text Adapt Proposal Text (minimize direct lifts) Write Introductions, Linkages, Closing Points Editing and Revisions Ensure Good Draft for Red Team Review Seek BDM Review Seek Sr. Manager/Partner Review Don’t Skip Editor Fine Tune Continuously Any Questions? Carl Rosenblatt BDST Manager, Public Services Tyson’s Tower 703 747-6508 The Big Picture “The obvious is obvious…only after it’s obvious” What Makes a Good Proposal? Is directed to the right audience Offers a low-risk, well-substantiated solution to a real (not always stated) need Is easy to understand Shows (not claims) competence Offers distinct benefits over others Better, faster, cheaper Impresses evaluators Provides tangible value What Makes a Bad Proposal? Hard to understand/hard to score Not responsive and non-compliant Fails to demonstrate competence Solves the wrong problem Offers an unproven or risky solution Not differentiated from the competition Claims are n