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| Preface | |
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| About the Author | |
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| Perfect Phrases for Business Proposals | |
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| Typical Format: Matching Expectations | |
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| Letter Proposal Format | |
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| Formal Proposal Format | |
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| Client Needs: Address Perceived Needs | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: State What the Client Feels Are Its Needs | |
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| Second Goal: State the Immediate Purpose of Meeting Those Needs | |
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| Conclusion: State the Longer-Term Benefit of Meeting Those Needs | |
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| Project Goals: Perfectly Match the Client's Goals | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: State What the Client Feels Are Its Goals | |
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| Second Goal: State Why That Goal Was Chosen | |
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| Conclusion: State That the Goal Is Achievable | |
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| Expertise: Target the Client's Exact Needs | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: Explain What Type of Expertise Is Required for the Project | |
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| Second Goal: State Your Company's Special Expertise That Matches the Project Needs | |
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| Conclusion: Summarize Your Company's Relevant Experience | |
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| Targeted Message: Adjust to Client Circumstances | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: State That the Client Has Special Needs or Unique Circumstances | |
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| Second Goal: Explain How the Proposal Is Unique for the Client | |
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| Conclusion: State That the Proposal's Unique Features Will Produce the Best Solution for the Client | |
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| Deliverables: Fit the Client's Goals | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: State What the Client Has Requested as Deliverables | |
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| Second Goal: List What Additional Deliverables Will Be Provided | |
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| Conclusion: Explain How the Deliverables Meet the Client's Goal | |
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| Cost: Deliver High Value | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: State the Cost of the Proposal | |
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| Second Goal: List the Client's Expectations Regarding Goals | |
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| Third Goal: Mention the Extras That Exceed Expectations | |
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| Conclusion: Explain That Your Proposal Is a Perfect Fit | |
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| Value Added: Clear Benefits for the Client | |
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| Power Paragraph | |
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| Applicable Proposal Sections | |
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| First Goal: Identify the Value Added Beyond the Proposal's Immediate Goals | |
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| Second Goal: Explain the Benefit of the Added Value | |
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| Conclusion: State How That Benefit Leads to Future Opportunities | |
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| Perfect Phrases for Business Plans | |
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| Business Strategies | |
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| Common Strategies | |
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| Typical Format: Matching Expectations | |
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| Business Plan Format | |
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| Section Format | |
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| Customers: Great Ones Make Great Businesses | |
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| What Is a Power Paragraph? | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: Define the Customer Group | |
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| Second Goal: Show Importance and Spending Patterns | |
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| Third Goal: Add Emphasis Appropriate for the Business Strategy | |
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| Conclusion: Restate That a Large Customer Group Needs the Product or Service | |
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| Market Drivers: The Building Blocks of Success | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: Identify the Market Drivers | |
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| Second Goal: Show Impact on Customers | |
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| Third Goal: Add Emphasis Appropriate for the Business Strategy | |
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| Conclusion: Restate That the Company Can Capitalize on the Opportunity | |
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| Market Size: Offer Plenty of Room for Growth | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: Describe the Market and Indicate Its Size | |
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| Second Goal: Explain Why the Market Is Growing | |
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| Third Goal: Add Emphasis Appropriate for the Business Strategy | |
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| Conclusion: The Company Is Relevant to Why the Market Is Growing | |
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| Market Niche: A Space That Produces Profits | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: Describe the Market Niche | |
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| Second Goal: Explain Why Your Product or Service Is a Good Fit for That Niche | |
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| Third Goal: Add Emphasis Appropriate for the Business Strategy | |
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| Conclusion: The Company Has Chosen a Market in Which It Can Compete Successfully | |
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| Competitive Advantage: How You Stand Out | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: Describe the Advantage | |
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| Second Goal: Explain Why the Advantage Is Important | |
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| Third Goal: Add Emphasis Appropriate for the Business Strategy | |
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| Conclusion: The Company's Key Advantage Will Give It a Significant Market Share | |
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| Margins: Predicting Business Strength | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: State What Your Margins Are and How They Compare with Typical Margins | |
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| Second Goal: Explain the Business Factors That Allow You to Have Strong Margins | |
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| Third Goal: Add Emphasis Appropriate for the Business Strategy | |
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| Conclusion: Emphasize That Your Margins Will Continue to Be Strong | |
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| Start-Up Costs: Justified by the Market Opportunity | |
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| Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: State the Amount of Money Needed and How It Will Be Used | |
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| Second Goal: Explain the Impact of the Investment | |
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| Third Goal: If More Money Will Be Needed Later, Explain When and How Much | |
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| Conclusion: The Money Will Provide You a Significant Position in the Market | |
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| Founder Financing: Show Commitment to the Business | |
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| Elements of the Power Paragraph | |
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| Applicable Plan Sections | |
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| First Goal: State the Amount of Money Needed and How Much Is Needed from Outside Investors or a Bank Loan | |
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| Second Goal: State the Company's Current Funding, Which Explains How It Has Been Financed to Date | |
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| Conclusion: State the Company's Investments and Outstanding Loans After This Round of Financing | |