PROPOSAL WRITING MAKES REPORT SAIL

CONTENTS

• Proposal Writing Starts Report Process
• Proposals Are Generated Everywhere
• Proposal Memo Needs Example

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  Proposal Writing Starts Report Process

  Proposal writing and proposal memos occupy a place in communication all their own. The proposal starts the process of report writing. The proposal means whether or not you have persuasively convinced the reader you have a report problem. In this class we will look at the proposal memo as a series of steps. My thinking is derived from Dianna Booher, a business communications consultant from Texas. She recommends the following structure:

  • The Hello Paragraph. You open with why you are writing the memo. Why are you writing the report?
  • Second paragraph-Background. What is your background that qualifies you to write the report? Have you had sales or production experience? Do you know a great deal about accounting?
  • Third paragraph-Problem. In your own words, how is the problem defined as a question? What are the symptoms you should deal with? Are there any subproblems? What are the issues?
  • Fourth paragraph-Solution. You don't have to know the solution to complete this paragraph. What is your guess about how the problem might be solved? Do you have several solutions? What is your best estimate or guesstimate about what the company/organization should do to solve the problem?
  • Fifth paragraph-Benefits. Two kinds of benefits exist in doing a report: benefits to you and benefits to the organization. In your case, what are they? Please stay away from saying you will pass this class.
  • Sixth paragraph-Implementation. A tricky section, at best. First, you need to describe in detail the costs of writing the report. These costs are not the ones for implementing the report--just writing. What are costs of supplies (paper, toner, whatever)? What are the costs of your time? Come up with a figure for the total number of hours times the amount per hour. Costs of telephoning? What are the costs of transportation for the interview data? Next, come up with two dates to place in your proposal memo. The first date is when all your research, both primary and secondary, will be completed. Next, state the completion of all writing for the report. These two dates become crucial in all phases of the report.
  • Seventh paragraph-Feedback or Followup. Ask questions of the reader about what the person thinks of the proposal. What changes should you make? How soon can you obtain approval? Force me as the reader to give you feedback.

  Proposals Are Generated Everywhere

  Proposals, to most people, only occur when consultants or individuals seeking grants start writing. Actually, the previous statement is somewhat false. Entrepreneurs write proposals; they seek new business. Proposals are considered one of the highest forms of persuasive writing. Consultants often write proposals to obtain new business. They have to tell and sell the prospective client on the people to do the work, the kind of money requested, the special skills they bring, and the plans and timetables for completing the work.

  Sometimes proposals are generated because the government (at any level) wants to issue contracts. The governmental agency issues what we call a Request for Proposal (RFP). This formal document gives the specifications for what the agency wants from the applicant or applying agency. It is extremely important to follow these specifications exactly, so the consultant's bid will be considered. The proposal memo we are writing is only a taste of what a full-blown proposal might look like. The proposal for an RFP could be a sheaf of documents with specially organized sections.

  BONUS FOR WEEK SEVEN

  According to Booher in E-Writing: 21st Century Tools for Effective Communication, why is it important to interpret facts in a proposal? Why is overstatement to be avoided in a proposal?

  Proposal Memo Needs Example

  It's fine to talk about proposal and how to write a proposal memo. Still, you would like the "proof of the pudding." Therefore, I have found a proposal memo that follows the outline similar to the earlier one presented. Here goes:

  To:         Dr. Jay Christensen, Professor
  
  From:       Hank R. Student
  		e-mail:  hotspot746@csun.edu
  
  Date:       Current Date
  
  Subject:    PROPOSED PLAN TO INCREASE JETPAK CLIENTS
  

  
  JetPak Services Clients
  
  This memo states my proposal for JetPak Management Services, d.b.a., The JetPak Group, in Van Nuys, California. JetPak is a benefits firm where 401(k) client accounts are the main focus of the business. A 401(k) means a qualified retirement plan where employees contribute from their paychecks to a retirement investment account. Over the past year JetPak Management Services has steadily lost clients to larger firms with more experienced representatives. JetPak Management Services is gaining new clients. However, the amount of client outflow is greater. The huge expenses are causing JetPak to have a net loss at the end of each month. JetPak must increase the client database, or the company will go bankrupt in a matter of months.

  Think about:

  • Notice the report writer alerts the reader to the type of firm and what will be studied.
  • The report writer noticeably explains any terms needing clarification.
  • The report writer shows the gravity of the problem.
  • The report writer carefully explains the purpose of the report.
  • The paragraph has meaning to the report reader.
  • Do you see perspective, point of view, and theme anywhere?

  Background Information Shows Expertise

  JetPak Management Services has existed since 1975. The founder of the business is Daniel T. Weedon. He became the assigned owner of JetPak. Mr. Weedon hired me as a part-time employee in September, 1996. The various job duties required are general office, computer operation, and specialized accounting. I installed the accounting system, Quickbooks 4.0, at JetPak in 1996. At this time I supervise the accounts receivable and accounts payable departments. In that capacity I observe the amount of income JetPak is generating and the amount of expenses JetPak is paying. In my year employment with JetPak, the monthly profit and loss statements (P & L) have never totaled a net profit. When the total income surpasses the total expenses on the P & L, the company makes a net profit. When the total expenses exceed the total income, the company experiences a net loss. If the company has a constant net loss, the total profits at the year's end appear negative.

  Think about:

  The report writer convinces the reader he or she is capable of doing the report. To that end the report writer discusses specialized knowledge and ability to perform jobs.

  • Let's become a little critical of the paragraph. You may want to first emphasize how you fit in the company. How do your experiences relate to your ability to do the report?

    Think about: Suppose the paragraph had started: "In September, 1996, I was hired as a part-time employee at JetPak Management Services. In that capacity I observed the amount of income JetPak is generating and the expenses JetPak is paying. JetPak Management has existed since 1975.
    
    During this work effort I noticed the monthly profit and loss statements have never totaled to a net profit. If the company continues to have a constant net loss, the total profits at the year's end appear negative. . . . "

  • Second, the report writer showed how important the company was.
  • Next, the report writer indicated the role played in the organization.
  • The report writer showed constant concern with the current state of affairs.
  • The report writer proved he knew what was being talked about.
  • The paragraph emphasized the report writer's background and ability to write the report.

  Problem with JetPak Causes Net Loss

  JetPak Management Services possesses a small staff and limited resources. The firm consists of three representatives and two general office managers. JetPak can't produce reports as quickly as larger firms. The resources used to advertise the firm include mail and telemarketing. Some larger companies use the radio, top newspapers, and television. The limited resources and small staff make JetPak less desirable than more extensive companies. However, the efficiency remains higher at JetPak.

  Dr. Jay Christensen, Professor
  Page 2
  Current Date

  
  Unfortunately, the time it takes to gather information produces reports that are too long. What can be done to increase the client database and produce profit for JetPak Management Services in Van Nuys, California?

  • This paragraph remains one of the most important ones of the proposal because of its emphasis on the problem.
  • Did you notice how the report writer led up to the problem question?

    Point: Don't start your paragraph with the problem question.

  • Did you notice how the report writer describes the symptoms?
  • Did you notice how the report writer showed the gravity of the situation?

  JetPak Needs Solutions

  For JetPak to increase its client accounts and the net income, it must increase management organization. Better management organization increases the amount of time spent on client development, rather than reviewing documents. JetPak should also hire more representatives to distribute the high workloads. Hiring more representatives will increase sales personnel in the field, resulting in increased level of client leads. Client leads bring about meetings, proposals, and presentations. Meetings, proposals, and presentations affect new clients. This situation will increase income and the monthly net profits. The last solution JetPak should consider is expanding advertising zones, by focusing on the Internet. The previous solutions will reduce the stress to meet deadlines, and give assurance to new clients that JetPak is the best in constructing 401(k) retirement plans.

  Think about:

  • Did you notice the smooth transition from idea to idea?
  • Did you notice how the report writer provided specific solutions?
  • Did you notice how the report writer pointed out the necessity for these solutions?
  • Did you notice how the report writer moved from general to specific solutions?

  Net Income Benefits Everyone

  More clients would increase the net income at JetPak Management Services. The higher net income would give JetPak a net profit. If the profit were large enough, I would get a raise. I would benefit from the net profit by a wage increase. I work for low wage now in exchange for flexible hours. My pay rate has not increased while working for JetPak. Mr. Weedon said he would give me a raise if he could. He promised, when a raise is affordable, he will. With an increase of profits, David Weedon would be able to increase my wages as promised. The company would benefit from an increase in clients by the net profits increase as well. Higher profits will allow JetPak to design better 401(k) plans. With net profits JetPak could take on more clients efficiently.

  Think about:

  • Did you notice the report writer included two kinds of benefits?
  • Did you notice the report writer made a plea for pay benefits?
  • Did you notice we always have to consider costs and benefits?
  • Did the report reader understand the importance of the benefits?
  • Did you notice the report writer was a little wordy in one section?

  Costs Need Consideration

  The following are the estimated costs to write the analytical report:
  
  
  
  

  Different Costs	Estimated hours	Rate	Total
  Administrative Fees: Questionnaire Development Data Processing Analysis of Data Generation of Report Supplies: Paper--20 copies Stamps 5 @ .32 Other Expenses: Mileage 125m @ .33 per mile Grand Total	3 4 30 10	15/hr 10/hr 10/hr 12/hr	$45.00 40.00 300.00 120.00 .50 1.60 41.25 $548.35

  Think about:

  • Did you notice an enclosed table? That was forced on me because of the restrictions of the programming, HTML. Do not enclose your table or provide vertical lines between the columns.
  • Did you notice you need an introductory sentence before presenting the tabular data?
  • Did you notice you have to come up with a price on your time (per hours) times the number of hours to do the entire report? You may break it down as this student has done.
  • Did you see how supplies and other expenses were included?
  • Did you realize you may have to include toner cost or other miscellaneous copying costs?
  • Did you notice everything is broken down like an accounting problem?
  • Did you spot that two dates have to be included--the date for research completion and the date for writing completion?
  • Did you notice we need a total cost?

  Dr. Jay Christensen
  Page 3
  Current Date

  
  Timelines Require Analysis
  
  This report needs to stress two specific timelines: the end of the research and the end of the initial writing. I anticipate, based on the use of multiple search engines, databases, and other secondary information, the research should be finished by April 30, Current Year. The writing, especially the final chapters, should be finished by May 6, Current Year. Barring any unforeseen circumstances, the final report can be submitted on May 14, Current Year.
  
  Report Requires Feedback

  Do you think the report is on the right path? Would you suggest focusing on a different part? Did I use realistic costs? Do you believe JetPak has a problem? Did I explain the problem thoroughly? How soon would you see the possibility of approval?
  
  
  Attachments (if appropriate): milestone chart, resumes of requestor(s)

  Think about:

  • Did you notice that the last paragraph is made up of questions?
  • As always, questions represent the strongest kind of business writing.
  • Did you spot how numerous questions were employed?
  • Did you notice how questions give a final quality to the memo?
  • Does the proposal memo make sense in its construction?

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    Last updated Thursday, August 29, 2002

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