Page 47 - Writing Winning Business Proposals
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4. Aligned or Misaligned?
                                        Project objective: Develop a facilities strategy related to product quality
                                       S1 (Current Situation)  S2 (Desired Result)  B (Benefits)
                                       A metals processor   A strategic plan for   By specifying required
                                       anticipating an   building a new facility   resources, the ability
                                       imminent plant   with the capability of   to compare the
                                       capacity constraint   improving the quality   proposed action with
                                       knows that higher   of the product  other strategic options
                                       product quality
                                       expected in some key
                                       markets is not
                                       attainable from
                                       existing facilities.
                                       They:            They want:      They will receive:
                                         lack insight     insight         insight benefits
                                         have insight     plan            planning benefits
                                         have plan        implemented plan  implementation
                                                                          benefits
                                       Answer: Aligned. The organization desires to move one step, from insight
                                       to plan. Accordingly, there is one desired result, related to developing a
                                       plan. The benefits are related to having one.

                                  E
                                 R
                              G
                            FI
                                        Aligned or misaligned?
                            FIGURE 3.10   Aligned or misaligned?
                               U
                                    3.10
                                                      5. Aligned or Misaligned?
                                            Project objectives: Develop and implement a plan to improve
                                                          competitiveness
                                       S1 (Current Situation)  S2 (Desired Result)  B (Benefits)
                                       A large agricultural   A plan and an   Increased market
                                       products company has  implemented plan to   share, $2M in
                                       not adjusted to   achieve competitive   improvements already
                                       changes in its   advantage and   gained, and $3M in
                                       livestock and    increased financial   additional
                                       agricultural markets,   returns  improvements to be
                                       having an obsolete               realized in one year
                                       strategy, organization,
                                       and control system.
                                       They:            They want:      They will receive:
                                         lack insight     insight         insight benefits
                                         have insight     plan            planning benefits
                                         have plan        implemented plan  implementation
                                                                          benefits
                                       Answer: Misaligned. The organization desires to move two steps, from
                                       insight through planing to implementation. Accordingly, there are two
                                       desired results: one related to developing a plan and another related to
                                       implementing it. The benefits, however, are related to implementation
                                       only. The benefits should also include those related to having a plan.


                            FI GU RE   3. 11  Ali g ned or misali g
                            FIGURE 3.11   Aligned or misaligned?ned?
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