Page 31 - Writing Winning Business Proposals

22 Writing Winning Business Proposals

3HJR 0UZPNO[ /H]L 0UZPNO[ /H]L 7SHU

0UZPNO[ 7YVQLJ[
>HU[ >HU[ >HU[ 7SHU
0UZPNO[ 7SHU 0TWSLTLU[LK

3HJR 0UZPNO[ /H]L 0UZPNO[ /H]L 7SHU

7SHUUPUN 7YVQLJ[
>HU[ >HU[ >HU[ 7SHU
0UZPNO[ 7SHU 0TWSLTLU[LK

3HJR 0UZPNO[ /H]L 0UZPNO[ /H]L 7SHU

0TWSLTLU[H[PVU
7YVQLJ[
>HU[ >HU[ >HU[ 7SHU
0UZPNO[ 7SHU 0TWSLTLU[LK

FIG U RE 2 .3 P r o j ec ts wit h one o bj ec tiv e
FIGURE 2.3 Projects with one objective

While all this might appear straightforward, let me reinforce the point that I, your
potential client, don’t always make it easy for you. I am often unclear in my own
mind about what we are trying to do and therefore might unintentionally confuse
you. But we’re not here to debate right and wrong. And we’re not here to become bet-
ter mind readers. We’re here to get agreement on the specific issues to be addressed
so that your services will be of the greatest value to me and my organization.
Let’s take the ABC case as an example. Many experienced consultants would
believe that ABC’s problem requires a combination study: insight and planning.
These consultants would argue that ABC may not need to add capacity in the near
term because new equipment and technology, better utilization of current equip-
ment and space, outsourcing, and the like could allow ABC to produce enough
product to meet forecasted demand. These consultants would believe, therefore, that
two objectives should drive the ABC study: First, determine the feasibility of better
utilizing existing capacity. (That’s the insight piece.) Second, if additional capacity is
needed, develop a plan for adding it. (That’s the planning piece.) Note the decision
point here. If no additional capacity is needed, the second objective may become