Page 33 - Writing Winning Business Proposals

24 Writing Winning Business Proposals

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CHAPTER 2 REVIEWW

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Understanding the Baseline Logic
Un d er s t an d i n g t h e Ba s e l in e L o gi c
1. Proposals contain a baseline logic expressed by S1 → S2 → B:
◉ S1 refers to the current situation. That situation always involves a discrepancy
between what is and what could be. Therefore, S1 is characterized by a problem or
opportunity and by a lack of benefits. S1 is discussed in the situation slot.
◉ S2 refers to the endpoint(s) of the project or phases of the project. S2 is defined in
the objectives slot, since your project’s objective(s) is the expression of S2.
◉ B refers to the benefits that accrue to us from achieving our desired result(s).
Benefits are identified in the benefits slot.
2. The desired result(s) expressed by the proposal’s objective(s) defines the project’s
type, of which there are three and only three (excluding combinations):
◉ Insight (e.g., audits, market research, or benchmarking projects). Potential client
says: “We don’t know if we should change because (a) we’re not certain that we
have a problem or (b) we sense that a problem exists but are unsure of its nature,
scope, or severity.” That is, we lack insight about our situation.
◉ Plan. Potential client says: “We want to change, because we know we have
a problem or opportunity or we sense that we do, but we don’t know how to
change.”
◉ Implementation. Potential client says: “We want to change, because we know
we have a problem or opportunity or we sense that we do, and we know how to
change, because we already have a plan, but we need help to implement that
plan.”

If the project combines two or more of the previous elements (e.g., insight and
planning), a decision point might exist necessitating a phased study.