Chapter 19
Preparing Proposals
Erin Kane and Matthew Smith


Preparing and organizing proposals differ in important ways from preparing and organizing reports. Reports are about information the writer already knows and things that have already happened; they present an answer. Proposals are things that the writer wants to happen and offer ways to do those things; they suggest approaches to discover an answer.

Information that is expected in a proposal:

Situation: Provide a definition of the problem or opportunity, including information that situates it in the organization.

Plan: Presents a plan for resolving the problem or addressing the opportunity.

Benefits: Explain the benefits that will result from adopting the plan.

Approach: Outline methods for implementing the plan, include management plans, schedule, and costs.

Evaluation: Identify an evaluation strategy for determining whether the proposed plan works.

Qualifications: Establish your qualifications for submitting the proposal and implementing the plan.


Using Persuasion in Proposals
To write effective proposals, you need to understand persuasive techniques. Essentially you are establishing agreement about the situation, proposing a plan to address them, and identifying benefits that will accrue if your plan is adopted. The process of preparing a proposal is like a debate, with you imagining, anticipating, and responding to potential arguments that the reader may raise. Persuasion doesn’t mean manipulation. It is applying credible, logical arguments to convince readers that the writers view is appropriate. If people are presented positive attitudes towards the subject they are more likely to accept the proposal.


Preparing proposals
Some of the main reasons proposals are rejected are:
-Lack of new or original ideas
-Diffuse, superficial, or unfocused research plan
-Lack of knowledge of published relevant work
-Lack of experience in the essential methodology
-Uncertainty concerning the future direction
-Questionable reasoning in the experimental approach
-Absence of an acceptable scientific rationale
-Unrealistically large amount of work
-Insufficient experimental detail
-Uncritical approach

Referring to these reasons and making sure none apply to your proposals may increase the chances that your document will be approved.

Preparing a proposal is easier if you are familiar with the preparation process. Like any writing task, preparing a proposal involves managing, planning, drafting, evaluating, and revising.

Planning:
Preparing proposals with go more smoothly if you plan the project. The following should help:

-Be aware of deadlines. If possible, submit proposal early

-Establish an achievable schedule for completing the proposal

-Know the review and evaluation procedure that will be used to assess the document

-Analyze the background knowledge and experience of the intended readers/decision makers.

Drafting:

-Establish a clear link between the problem or opportunity you have identified and substantiated and the plan that you are proposing to solve.

-Provide information about implementation of your plan: Who? When? How? Where? How much?

-Anticipate and address potential objections

-support your generalizations with specific details and examples. Cite your sources. Use visuals and tables to support or make points when possible.

-Use a you-attitude when possible and appropriate

Evaluating:
Once the draft is done, you need to evaluate it, trying to view it the same way as the intended audience.

-Determine if the draft meets of exceeds the criteria for evaluation

-Examine the accuracy of technical content.

-Study the feasibility of the plan
Review acceptability of cost.

-Solicit reviews of the draft from colleagues

Revising:
Your own careful evaluation of the draft as well as feedback from other reviewers will give you ideas for revising the proposal. Check the following:

-Add, modify, or delete information to meet proposal criteria

-Make sure that the argument is coherent

-Is the proposal visually appealing and consistent?