Proposal writing is often seen as a black art that, frankly, often scares and stuns many creative business owners. This session will break down the myths and stereotypes of proposal writing and present a new, fun, and productive approach to getting a proposal done well and on time. We will discuss various proposal formats, examine style, functionality, and contemplate the difference between an proposal vs. contract. Other topics such as scheduling, estimating and handling negotiations will be discussed as well.

2. The Secrets to
Writing a Killer
Proposal
Daniel Schutzmith

3. Who Am I?

4. www.graphicdefine.org

5. www.choppingblock.com

9. School of Visual Arts

10. What Is a
Proposal?

11. What Is a Proposal?
an offering from a seller
to a prospective buyer.

12. What Is a Proposal?
part of the sales
process.

13. Why Do a
Proposal?

14. Why Do a Proposal?
lets our clients know:
• what we will do

15. Why Do a Proposal?
lets our clients know:
• what we will do
• how we do it

16. Why Do a Proposal?
lets our clients know:
• what we will do
• how we do it
• how long it will take

17. Why Do a Proposal?
lets our clients know:
• what we will do
• how we do it
• how long it will take
• how much it will cost

18. Why Do a Proposal?
lets our clients know:
• what we will do
• how we do it
• how long it will take
• how much it will cost
• what else we can do

19. Proposal
vs.
Estimate

20. NEW BUSINESS DOCUMENTS
Proposal vs. Estimate
ESTIMATE PROPOSAL
Provides an overview of the project costs Provides an overview of the project
• •
process
1 day to write 3 – 5 days to write
• •
Is meant to establish a sense of cost Is meant to establish a sense of scope
• •
Usually contained in 1 page Usually contained in multiple pages
• •
Quantitative Qualitative
• •
No legal merit No legal merit
• •
Generally includes a signature of No signature lines
• •
acknowledgement (not legally binding)
QUOTE CONTRACT
Provides an overview of the project costs Provides an overview of the project
• •
as related to project scope process, project costs, and legal standards

21. Generally includes a signature of No signature lines
• •
Quote vs. Contract
acknowledgement (not legally binding)
QUOTE CONTRACT
Provides an overview of the project costs Provides an overview of the project
• •
as related to project scope process, project costs, and legal standards
that will be followed
1 – 2 days to write 5 – 10 days to write
• •
Is meant to establish a sense of cost along Is meant to establish a legal agreement for
• •
with scope work
Usually contained in 1-2 pages Usually contained in multiple pages
• •
Includes Standard Terms Includes Terms & Conditions
• •
Legally binding Legally binding
• •
Signature line of acceptance of work Signature line of acceptance of work,
• •
terms & conditions

22. Proposal
Life Cycle

23. Proposal Life Cycle
1. Interest

24. Proposal Life Cycle
1. Interest
2. Validation

25. Proposal Life Cycle
1. Interest
2. Validation
3. Research

26. Proposal Life Cycle
1. Interest
2. Validation
3. Research
4. Preparation

27. Proposal Life Cycle
1. Interest
2. Validation
3. Research
4. Preparation
5. Delivery

28. Proposal Life Cycle
InValid
RePreDel

29. 1. Interest

30. 1. Interest
• Informal Request

31. 1. Interest
• Informal Request
• Formal Request

32. 1. Interest
• Informal Request
• Formal Request
• No Request

33. 1. Interest
Request For
Proposal
(RFP)

34. 1. Interest
RFP usually provides:
•Project Overview
•Deliverables
•Timeline
•Budget

35. 1. Interest
RFP usually provides:
•Technical Reqs.
•Proposal Reqs.
•Judging Criteria

36. 2. Validation

37. 2. Validation
Scope

38. 2. Validation
Time

39. 2. Validation
Cost

40. 2. Validation
WORKSHEET:
Quality Triangle

41. 2. Validation
WORKSHEET:
RFP Questionnaire

42. 3. Research

43. 3. Research
WORKSHEET:
Project
Scope

44. 4. Preparation

45. 5. Delivery
Proposal Ingredients:
• Cover Page
• Contact Information
• Stake Holders
• Scope
• Objectives

46. 5. Delivery
Proposal Ingredients:
• Target Audience
• Deliverables
• Process
• Milestone Schedule
• Payment Schedule

47. 5. Delivery
Proposal Ingredients:
• Fees
• Strategy
• Company History
• Principal Bios
• Case Studies / Awards

48. 4. Preparation
WORKSHEET:
Ingredients of
a Proposal

49. 4. Preparation
WORKSHEET:
Scheduling

50. 4. Preparation
WORKSHEET:
Project
Pricing

51. 4. Preparation
Microsoft Project
Studiometry

52. 4. Preparation
Get a
Copywriter

53. 4. Preparation
Use Templates

54. 4. Preparation
Microsoft Word
InDesign

55. 4. Preparation
Be Organized

56. 4. Preparation
Avoid
Bullshit

57. 4. Preparation
No Sales
Lines

58. 4. Preparation
No Spec
Work

59. 4. Preparation
Focus on
Process

60. 4. Preparation
Don’t Delay

61. 5. Delivery

62. 5. Delivery
Before sending:
• spell check
• proof read
• check schedule
• check costs
• check names / titles

63. 4. Preparation
Send on Time

64. 4. Preparation
PDF

65. 4. Preparation
Hard Copy

66. 4. Preparation
Walk Through

67. 4. Preparation
Answer
Questions
Quickly

68. I. Starting a Studio : Protect Your Ass(ets)
http://fitc.graphicdefine.org

69. The Secret to a Killer
Proposal is.....

70. Detail