Chapter 6: Writing the Front Matter and Executive Summary

Step 7: Front Matter and Executive Summary

I. The Front MatterII. The Executive SummaryIII. Common Errors

The Front MatterCover (transmittal) LetterTitle PageProprietary NoticeTable of ContentsList of Illustrations and TablesAdditional 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 themeThe 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 byproposal numbercontrolled document numberdate

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 ContentShould be printed on separate pages

unless they are very short; then itCan appear on a single page with

table of content

Abbreviation ListCompliance Matrix and Exceptions

ListExplanatory 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 achievedAnswer 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