Page 162 - Writing Winning Business Proposals

Writing the Situation and Objectives Slots 153

For the Questions Component
◉ Turn appropriate deliverables from Cell 5 into questions.
For the Closing Component
◉ For the objective(s), rephrase the overriding question(s) from Cell 4.
◉ For the benefits, choose two to four appropriate ones from Cell 6.

By following the map in Figure 9.3, I will “write” ABC’s background section
in the next six figures (Figures 9.4–9.9). Each figure has two parts: on the left,
the information from a cell of the Logics Worksheet; on the right, the part of the
background section I’m writing directly from that cell.

Logics Worksheet, Cell 1, “Prospect Background Section, Story
Logics Worksheet, Cell 1, “Prospect
Background Section, Story
Profile” Component
Component
Profile”
Major products/markets: Large home With 20XX revenues of $18B
With 20XX revenues of $18B
Major products/markets: Large home
appliances (refrigerators, stoves,
appliances (refrigerators, stoves,
and a 22% year-over-year
washers/dryers, etc). and a 22% year-over-year
washers/dryers, etc).
increase in profits,
Annual revenue/profitability/trends: increase in profits,
Annual revenue/profitability/trends:
ABC has continued to gain
ABC has continued to gain
‡ 20XX revenue = $18B. share
‡ 20XX revenue = $18B.
‡ Profit increased 22% year over year. share
‡ Profit increased 22% year over year.
against GE, Whirlpool, & Bosch
‡ Increasing distribution costs (a major against GE, Whirlpool, & Bosch
‡ Increasing distribution costs (a major
component of landed cost) could begin in the large home-appliance
component of landed cost) could begin
in the large home-appliance
to erode margins. market
to erode margins.
market
‡ Trends?? at a time when distribution costs
‡ Trends??
at a time when distribution costs
Major competitors: GE, Whirlpool, are a major component of
Major competitors: GE, Whirlpool,
are a major component of
Bosch. landed costs.
Bosch.
landed costs.
Market/industry issues: Fairly stable,
Market/industry issues: Fairly stable,
Despite these successes, two
mature industry, with only modest growth Despite these successes, two
mature industry, with only modest growth
issues concern management.
expected next five years. Demand moving issues concern management.
expected next five years. Demand moving
to U.S. South and Southwest. First, in a market projected to
to U.S. South and Southwest.
First, in a market projected to
grow only modestly in the next
Strategic Direction: Unknown grow only modestly in the next
Strategic Direction: Unknown
five years, demand is moving to
Experience with your competition: Has five years, demand is moving to
Experience with your competition: Has
the U.S. South and Southwest,
the U.S. South and Southwest,
worked with one of our major competitors away from ABC’s major
worked with one of our major competitors
away from ABC’s major
(name unknown) and with two boutiques. production facilities.
(name unknown) and with two boutiques.
production facilities.
FI GU RE 9 . 4 W riting t h e St or y C omponent
FIGURE 9.4 Writing the Story Component