Question

Topic: Career/Training

Proposal-writing For The Newbie

Posted by Dunazee on 10/24/2006 at 4:10 PM ET 250 Points
Hi All, I have been asked to submit a response to an RFP. Having never done one before, I have no clue as to what should be included. My Google search has landed me here, and you all seem so competent! I'll be reading for hours!

Anyway--can anyone point me in the direction of an appropriate template that I can customize for my business (freelance graphic designer) and the particular project the prospect is asking for info on (a 20-page brochure design/layout/vendor mgmt)?

The competition is stiff. There are a number of full-blown firms also asked to bid. My spin is that I have a lot of experience dealing with this type of design client, and my low overhead (read: less expensive but not cheap). This particular project won't require writing or taking pictures or any web design--really, it's just the brochure. They will be providing the overall theme, copy and photography. My disadvantage: distance. The client is 8-hours away by car. All the other competitors are geographically convenient.

Another caveat: a friend of mine (whom I've worked with successfully in a past life) works for the company and has convinced his management to try me out. The RFP came to me from Purchasing, not the department that will be using my services. So, I'd like my proposal to at least be competitive with the others in terms of content and scope so I don't get dumped by the Purchasing person before it even gets upstairs.

My response to the RFP can make or break my reputation with this high-visibility client with deep pockets. The potential is there for a long-term relationship.

So, advice, please! Thank you!
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RESPONSES

  • Posted by Harry Hallman on 10/24/2006 at 6:12 PM Accepted
    There is no set way to make a proposal. I would:

    1- State the situation - What they are asking for.
    2- Provide your solution- Explain in detail what you propose and what work you will do. For instance how many redesigns did you figure into the proposal? Are you providing writing, photography, etc?
    3- State your costs and terms.
    4- Since they don't know you should also provide a synopsis of your experience, especially how it applies to the project. Add any examples you think will help.

    I am assuming you have not personally met with these folks. If not your chances of getting the project are slim unless your friend is the CEO or a top Executive.

    Google luck and if you don't get the project at least you will have the experience of putting a proposal together.

    Harry Hallman
  • Posted by Dunazee on 10/24/2006 at 6:25 PM Author
    Thank you, Harry. I certainly do need the experience! It will be a good exercise nonetheless, and I'll have the basic materials in place for next time.
  • Posted on 10/24/2006 at 8:46 PM Accepted
    If the proposal is as important as I think it is (from your description), you need to take the time to really do a great job. That's not so much a writing or organizing challenge as it is getting to understand the client, their customers, their marketing objectives and strategies, and what THEY expect from the brochure.

    My suggestion would be to go out and get a copy of Rasputin For Hire. It has a whole chapter on proposal writing (pages 85-98) and a sample proposal in the appendix (pages 175-186).

    While the book itself is targeted at management consultants, the principles apply to just about every service business. You'll undoubtedly find it instructive, though perhaps a bit of overkill for this specific situation. (Better too much than too little, right?)

    If you need the book immediately and it's not at your local Barnes & Noble or Borders, you can have it shipped via Priority Mail within the United States by going to the website: www.rasputinforhire.com .
  • Posted by Frank Hurtte on 10/25/2006 at 8:47 AM Accepted
    I believe you are looking for some real live words you can move into the proposal. Here is a start...

    First Paragraph
    Thank-you for the opportunity to provide you with a proposal for the graphics required to complete your brochure "25 pages of blah". We at feel honored to be considered for this project.

    Scope of work
    The scope of work defined in this project will be blah, blah, blah. This will be delivered in a camera ready pdf format. All colors will be blah resolution, all white spots shall be of the whitest white. Technology jargon, blah.

    Options available
    Here are some options that you may want to consider for improving the overall scope of the project.

    Delivery
    This project will be delivered by such and such a date. If needs for delivery change, a speedier date may be available at a slightly higher price.

    Billing Schedule
    Dunazee requires payment in no less than 30 days following invoice date.


    My personal note:
    I would spend as much time as possible laying out the scope of the project. It seems like extra work up front but it will be the section that allows you to create happy customers. The options are your protection in a purchasing department scenario.
  • Posted by Dunazee on 10/25/2006 at 7:35 PM Author
    Thank you all for your expert advice!

    So far I've written an introduction, and have asked some colleagues to write letters of reference to be included. The RFP doesn't specify a rigorous format, just to include timeline, proof that I have the experience to do the job, and to provide printing quotes. (The quote thing honks me--the job will not end up being the same as what is quoted, not to mention that it won't be going to print till 1Q07. My printers understand, but still... )

    But, the opportunity for a really wow 'em presentaton is nil. They want me to email them a--get this!--Word 97 document. SCARY! I certainly hope I'll be able to take advantage of 21st century technology and send PDF proofs when it comes down to go time. (Meow!) I mean, think about it--1997 is NINE years ago. That's postively ancient in technology terms. So, I don't think I'll even be able to send them PDFs of samples. I will make sure that my web site address is everywhere, as I have a mini portfolio there.

    On the up side, it does allow the responses to be as similar as possible, since there isn't a whole lot you can do. My challenge is to get Word to do what I would know how to do in my page layout program, which is what I would use to create the response document, and ultimately send them a PDF.

    Ultimately, I will make it as clean and concise as possible. No sense in tooting my own horn excessively.

    I will let you know how it goes.
  • Posted on 10/25/2006 at 8:26 PM Accepted
    You are right to not want to toot your own horn excessively, but you still need to be sure that the client understands why you are the perfect person to do what they want done.

    That's why I'm recommending that you distinguish yourself from your competition by demonstrating that you understand the client's needs better than others, and that your prior experience and track record of success are precisely in the areas that are most important to them. That's not tooting your horn per se, but rather it's demonstrating your grasp of the situation and your prior experience with precisely those kinds of issues.

    Good luck. Let us know how it goes.
  • Posted by Dunazee on 10/28/2006 at 9:17 AM Author
    Hi Kathy,

    Thanks for the compliment on my web site. Any time you need freelance design, lemme know. :)

    Thank you too for the insight about being asked to respond. There are only 7 on the list, so it's not that long. From what I can tell there are 5 firms and 2 individuals. They must know that the freelancers will be less expensive than the firms. It could just all be a foil and I'm only up against the other individual. Even with the larger firms involved, I still think my biggest negative is that I'm not geographically convenient.

    As to BrandGrrl's advice, I have gone over and over the document they sent me. It doesn't ask for financial information, samples of work, or specifically for a resume, nor does it indicate any kind of specific format to put the pages. So, I'm sort of winging it, but I am going to include the following (not in any particular order yet):

    -Executive Summary, limited to one page, including a reiteration of the project, a very short list of my qualifications, that I can do it within the allotted timeframe, and for how much.

    -Table of Contents

    -Timeline (which is something they want)

    -My usual Estimate, a one-page form that states the project and for how much, and some other terms, such as that I reserve the right to use the project in my portfolio (unless it's proprietary info or something); that they can only use the files for that specific purpose (i.e. a reprint with updates is okay, a re-purposing of the concept and creative elements is not, like using brochure graphics for a web site); a list of some of the things that are not included like courier fees, hi-res proofs, etc.

    -The printing estimates they have asked for

    -An Introduction to me, discussing my professional background and design philosophy, including formal resume. This is where I'd get in that I have experience dealing with this type of client and that I know exactly what they want. This part would also include personal references from individuals I've worked with.

    That's all I've got so far. Comments and suggestions, folks?

    Thanks again for everyone's insights! --Dunazee
  • Posted by Dunazee on 1/16/2007 at 1:52 PM Author
    Hello All,

    Just a quick follow-up: I did not get the work. Turns out they have a resource on retainer. Can't compete with free.

    HOWEVER, I had the cojones to call the contact in the Purchasing department. I was honest and asked him for feedback, since I had never prepared a document like this before. He liked my proposal overall, found it easy to read and not full of extraneous, unnecessary content. In particular he liked my 1-page summary of the project description, price and delivery date. My design pricing was the least expensive, which is excellent feedback, if you know what I mean. (Read: I need to charge more.)

    I asked him if he would include me on the list in the future for similar work and he did say yes. ('Course, he could be just bein' nice.)

    So, that's that. I have a proposal template now. Thank you all for your advice. Happy New Year!
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