Page 48 - Writing Winning Business Proposals

Aligning the Baseline Logic 39

Project objectives: Assess fit with North American market and develop
and implement a plan for entering
S1 (Current Situation) S2 (Desired Result) B (Benefits)
A major European Insight about the A specific positioning
manufacturer wants to market as well as a and entry strategy in
acquire a North plan and an the NA market
American company implemented plan to
but doesn’t enter that market as a
understand NA market first step to becoming
dynamics, a dominant global
segmentation, and player
distribution channels.
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 three steps, from
no insight (about the market it desires to enter) all the way to
implementation (i.e., to being in the market). Accordingly, there are three
desired results: one related to providing insight, another related to
developing a plan based on that insight, and a third related to
implementing that plan. The benefits, however, are related only to having
a plan, and these benefits aren’t benefits at all: they are really the second
desired result. Also included should be benefits related to having insight
and having the plan implemented. These are critical because such
benefits could be important at key management decision points during
the project.

3.12
FIGURE 3.12 Aligned or misaligned? ?
F

Aligned or misaligned

IGURE
Step 1: List
Along with your team:

◉ You used the Logics Worksheet to strategize what my overriding problem
might be, what effects it might be having on my firm, and what benefits could
accrue from your efforts.
◉ You listed that information (which I’ve displayed in Figure 3.14).
◉ You briefly discussed that information during a phone call with me to arrange
a meeting so that we could discuss the “lead” further.

As in most proactive leads, you are the triggering event, in this case making
me conscious that I might have an overriding problem and that a Planning and
Implementation Project might be needed.