Page 54 - Writing Winning Business Proposals

Aligning the Baseline Logic 45

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FIGURE 3.18 The baseline logic and your value propositionoposition
F IGURE 3.18 T he baseline logic and y our value pr

◉ Your project begins by addressing my current situation, S1, which you discuss
in your proposal’s situation slot.
◉ To move me and my organization to something better, you will employ two
inputs—the methodology you will use supported by your qualifications for
conducting it. You discuss your methodology in the methods slot, and your
qualifications in the qualifications slot.
◉ As a result of those inputs, you will provide me with two major outputs, or
outcomes—the achievement of my desired result(s) and the benefits of my hav-
ing made the transition from one situation to another. You discuss the desired
result(s) in the objectives slot. You discuss the benefits in the benefits slot.
◉ Because the transition takes time and because time costs money, I will pay you
for the value you deliver. Your fees are discussed in the costs slot.

Chapter 5 will discuss how to construct a logical methodology that will convince
me that you can move me from S1 to S2. Before we can turn to methodologies, how-
ever, I need to discuss in the next chapter other matters related to objectives. But first,
I want to commend you, dear reader, for your perseverance in almost finishing
the most difficult chapter in this book. I can assure you that mastering the base-
line logic gets far easier with practice and is well worth the effort. You’ll see the