1、Creating Effective ProposalsProposal Writing - Guidelines and HintsC O N S U L T I N G第1頁，共15頁。Re-using MaterialReusable Material - text or graphics from previous proposals that address similar requirementsDont throw boilerplate together and call it a sectionClients/evaluators know when theyre readi

2、ng generic text, and resent it!Thoroughly review and modify any text or graphics you reuseTailor the material to the client and the RFPCommonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphicsAlways dangerous to reuse technical solutions/approaches 第2頁，共

3、15頁。Proposal ToneBegin sentences with the clients concernShow understanding and empathy of that concern - prove that you know the client (names, sites, systems)Respond to that concernBe direct, confident and assertive, but not arrogantGuard against too many paragraphs beginning:“KPMG understands.” o

4、r “KPMG recognizes.” Substantiate claims with statistics and examplesSuperlatives are generally bad (cant be substantiated)Mix the use of “we” and “KPMG” throughout第3頁，共15頁。Proposal Tone ExamplesProper Example:“Over the past several years, the University of Massachusetts, Amherst has initiated a bro

5、ad review of its administrative systems, resulting in the selection of the PeopleSoft Student Administration System.“Based on your RFP, we recognize that UMass desires specificassistance related to the business process redesign of your student services, and fit-gap analyses for these improved proces

6、ses.”Improper Example: “KPMG is the global leader in every meaningful and quantifiable way.” (!)第4頁，共15頁。Proposal TenseUse “active” voice - the actor comes before the verbAvoid “passive” voice - no actor, vague, unresponsiveCorrect:“KPMG will develop the system.”Incorrect: “The system will be develo

7、ped.” Follow the “true tense” rule, whether past, present, or futureCorrect:“The current system interfaces with.” “The future system will increase access”Incorrect:“The future system interfaces with” 第5頁，共15頁。Bullet ListsBreak up lengthy narrativeChange a sentence that lists many items to a bullet l

8、istAvoid switching tense, voice, or tone within the listUse parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)Capitalize the first word of each bullet in the listIntroduce bullet list with a colon, then separate each bullet with either a semi-colon or nothing

9、Example of a consistent bullet list:“The NASA system will provide the following benefits:Increased response timeImproved customer serviceImmediate data access”第6頁，共15頁。GraphicsAnother great way to break up continuous textMuch easier to read and reviewDepict processes, flows, activities better than t

10、extCan be tables, matrices, or full-scale foldoutsServe many purposes such as:Staffing: names, skills, years of experience, org. chartsQualifications: statistics, dates, projects, numbersWork plan: tasks, hours, staff assignedTechnical: diagrams, architectures, system designsTraining: course structu

11、re, methodologyRFP requirements compliance checklist第7頁，共15頁。Grammar and PunctuationInsert a comma after each element in a series of more than two elements, and in numbers of 1,000 or moreUse two spaces:between numbers and title of section headingsafter periods and colonsUse one space after commas a

12、nd semicolonsReference other sections of the proposal when appropriate, as such:In section 4.3, “Potential Problems,” we discuss our risk management policies.第8頁，共15頁。Follow Word ConventionsRefer to “convention word list” established by Proposal Coordinator Helps different writers/sections sound con

13、sistentEases final editing somewhat (search/replace list)When in doubt, defer to RFP/client usagePrime examples:project vs. engagementclient/server vs. client-serverUNIX vs. Unixdatabase vs. data basework plan vs. workplanRun spell check EVERY time you exit a file!第9頁，共15頁。Additional Language Guidel

14、inesAvoid using superlatives (“all, every, never”)KPMG Legal also frowns on itUse “exceeds the requirements” sparinglyif we really do, we should explain how and whyAvoid the ambiguous “etc.” at the end of a seriesUse words for numbers less than 10Use numbers when referring to time, money, distance,

15、or percentageAvoid “i.e.” and “e.g.” - use “for example”Avoid “via” - use “through” or “using”Know difference between “its” and “its”“KPMG staff” is singular, “personnel” are plural; “datum” is singular, “data” are plural第10頁，共15頁。“Support, Provide and Ensure”Most overused words in proposalsUsed so

16、much they can begin to lose their meaning Some suggested alternatives:advocate, affirm, aid, approve, assist, confirm, control, convey, demonstrate, develop, direct, effect, enable, encourage, enhance, establish, execute, facilitate, favor, improve, lead to, maintain, manage, monitor, obtain, offer,

17、 perform, promote, result in, strengthen, verify第11頁，共15頁。Versions and RevisionsUse MS Word “Comments” feature for notes to the reviewer or yourself (outstanding issues, holes)Have reviewers use MS Word “Revisions” feature on soft-copy edits so you can see the changes made to your textAlways maintai

18、n a copy (and backup copy) of the most recent version of your documentdifferent versions floating around cause nightmaresuse version numbering conventions When revising text, have the RFP/OFS handy第12頁，共15頁。SummaryRe-read the RFP/OFS requirements and evaluation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCustomize the text to the client - use specific examplesUse bullets and tables for clarityLook for graphics opportunities to break up a lot of narra