Chapter 6: Writing the Front Matter and Executive Summary

 Step 7: Front Matter and Executive Summary I. The Front Matter II. The Executive Summary III. Common Errors

The Front Matter  Cover (transmittal) Letter  Title Page  Proprietary Notice  Table of Contents  List of Illustrations and Tables  Additional Front Matter

Cover (transmittal) letter  A page or two in length and consist of at least three paragraphs The opening paragraph:  provides a brief statement or summary of your marketing strategy or theme The middle paragraph:  offers a brief statement of the unique selling point that will meet and exceed the client’s needs.  explain any special research or other efforts you took to identify critical requirements in the RFP, or additional client needs you spotted The closing paragraph:  include references to the RFP number and project name; length of time, a  statement verifying the firm; name and address of the firm

Common format of title page are:  response to requirement  the client’s name and address and the name of the person who signs the RFP  submitted by  proposal number  controlled document number  date

 Nondisclosure statement appears on the bottom of each page  Help to protect your information from competitors and others who may use it without your permission and without giving you credit  (USA: the federal Freedom of Information Act)

 List of all the major sections and subsections in your proposal  Use Roman numeral or numbered format for short table of contents/single-volume proposal  Include TOCs from all the volumes in the first one and subsequent  volumes generally list only their own content

 Follow the Table of Content  Should be printed on separate pages unless they are very short; then it  Can appear on a single page with table of content

 Abbreviation List  Compliance Matrix and Exceptions List  Explanatory preface (how to read this proposal)

 Who read the Executive Summary?  Outline of the Executive Summary  Introduction  Opening Paragraphs  Program Design  Technical Approach  Project Management Plan  Implementation, Monitoring, Maintenance  Training  Time/Cost  Corporate Profile  Future Product and Other Elements

 demonstrate your grasp of the client’s problem  sell your solution and its benefits over your competitors’ solution and Benefits  educate the client about your firm and its products, staff, and resources  explain your program design and its outstanding features and benefit in more detail  translate complex technical concepts, products, or processes into readily understandable term  present pertinent information not requested in the RFP  reinforce how the client will benefit by giving your firm do the job

 Top executive or executive group with the authority to award the job  Evaluation staffs  the focus in on results and value for price rather than on how the result will be achieved Answer series of questions:  What is your solution?  Why was that solution chosen and how did you arrive at it?  What are the details of the solution (usually, the technical aspects)?  How will the project be managed?  What happens after the project is finished?  How much time and money will it require?  Who is your firm and why do you believe you can do the job?

 Introduction  Program design  Technical approach  Project management plan  Implementation, monitoring, maintenance  Training  Time/cost  Company profile  Future products or services

 Put yourself in the decision-maker’s shoes  What would I want to know from this executive summary?  What would grab my attention and keep me reading?  Opening paragraphs: start off selling your solution and must accomplish three goals  Restate the client’s primary problem or goal and set the tone for the proposal  Present your firm’s solution or promise to meet the goal  Establish the proposal theme, which is reinforced throughout each section

 State briefly how and why you develop this particular solution  Why did we choose this solution?  How did we develop it?  Show that you understand not only what is requested in the RFP but also the problems associated with finding the right solution

 The client must have a good grasp of the main features of the solution and be able to determine if they meet the requirements of the RFP  What are the detail of the solution? (explain key terms and keep all technical jargon and detail to minimum)

 The more complex or technical the project, the more important a solid management plan becomes Answer the following questions:  How will the project be managed?  Who will be on the project team?  What responsibilities will each member assume?  What will the proposed schedule be?  How will your firm and client personnel interact?

 Clients must determine their return on investment based not only on initial costs but on implementation and maintenance expenses as well  This section is critical when companies win jobs in areas  where they do not have adequately trained maintenance personnel  when they bid products that have not been fully tested  when they are caught short of staff and funding due to rapid growth or merger  Many clients include penalty clauses if their new system is down  Answer the question “what happens after the project is finished?”  Remember: strong customer service can be the value-added feature that helps you stand out from the competition

 The firm provide the training needed to make workers skilled for the client:  Your training staff and their qualifications  Type of instruction you use  Provisions for training at your facility or on site at the client’s location  Follow-up training for those who require it  Time/Cost  Optional feature (but can be the most persuasive sections)  Offer you an opportunity to present alternative schedules and cost Structure  Explain any deviations from the RFP

 When the company was founded and a statement of its mission/objective  A brief history of the company’s development to the industry  Types of equipment/products/services you provide  Company organization and the features and benefits of that  Location of headquarters and division, and number of employees

 Include a final section outlining what you believe to be future spinoffs or directions the company could take base on the current proposed project  Demonstrate your company’s ability to keep pace with current changes in technology, marketing, and resource

 Forgetting who the primary audience is  Writing an opening paragraph that is too general and/or too negative  Going into too much detail regarding how results will be achieved  Including material that the RFP has expressly stated should not be included  Using too many technical terms or jargon  Using too many graphics or additional materials