Page 61 - Writing Winning Business Proposals

52 Writing Winning Business Proposals

Logics Worksheet Cell 5
Prospect’s Desired Results “What does the prospect desire instead of the current situation?”

Prospect’s Desired
Prospect’s Desired Insight Prospect’s Desired Planning
Result (to be achieved after Result (to be achieved after Implementation Result (or
Insight Question is answered) Planning Question is answered) Measurable-Results Orientation,
if not an Implementation Project)
Insight/knowledge regarding… A Plan for increasing capacity An Implemented Plan to/for . . .
to meet the market forecast
red
Deliverables Deliverables Deliverables

‡ Validated market forecast red
‡ Validated market share and
product mix projections
‡ Specified current equipment and
space utilization
‡ Opportunities to better utilize
current equipment and space red
‡ Make versus buy options
‡ Potential factory roles and
locations
‡ Detailed facilities
implementation plan

FIGURE 3.24 ABC L o g ics W or k s h eet , C e ll 5, c omp l et e d
FIGURE 3.24 ABC Logics Worksheet, Cell 5, completed

overriding question and desired result changed, the deliverables would change
as well. Second, two of the deliverables are particularly worrisome. The first, the
“validated market forecast,” could anger Collins, who developed the forecast and
appears to be confident of its validity and reliability. The phrasing, you realize,
reflects your point of view rather than Collins’s.
You believe, of course, it’s essential to validate the forecast; the whole study could
depend on it. Perhaps what you really want to say is “updated market forecast to
reflect current market conditions.” The fifth deliverable, “make versus buy options,”
is also troublesome because it’s not really aligned with ABC’s understanding of
capacity, which tends to focus on bricks and mortar and on additional equipment.

The Logics Worksheet: Cell 6 (See Figure 3.25.)

You know that this cell allows you to align many elements of the baseline logic
and, while doing so, to identify additional benefits and effects that could very