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Proposal Writing Got You Down? Try Concept Papers Instead
By Jeff Davidson MBA, CMC

A highly effective alternative to undertaking the time and effort required to produce a proposal is to prepare a concept paper.


CONCEPT PAPERS: A SHORT CUT TO THE PROPOSAL PROCESS

The concept paper is a marketing tool and a significant aid in moving prospects further along in the selling process. Concept papers are relatively easy to prepare, inexpensive, and most importantly, well received by clients. They lie some place between offering a client or prospect a full-blown proposal to making an informal suggestion about the services you can provide.

The primary purpose of the concept paper is to determine if the prospect has significant interest in pursuing with you a solution to one of his problems. It is a valuable marketing tool because it helps you to "test the waters" before committing more substantial resources in pursuit of a new business development.

A concept paper should define what you perceive as the prospect or client's problem and offer a methodology or approach which will provide and effective solution. If favorably received, it can lead directly to a professional service engagement or to the development of a more formal, detailed proposal.


STEPS IN DEVELOPMENT

The first step in developing a concept paper is, of course, to meet with the potential client to discuss his/her situation. The conversation should focus on the problems and needs of the client; you should maintain an air of concern with confidence. Have available your corporate qualifications statement or supporting literature and copies of any previous reports or project materials which illustrate your capabilities in the desired skill areas.

The next step is to achieve an understanding of the task to be undertaken to achieve the client's desired end. With the client present, it is useful and effective to roughly sketch out the desired end product or products or the future scenario after your services have been provided.

Step three involves suggesting to the client that perhaps it would be best if you were to "put some thoughts down on paper" to help put the problem and your proposed solution in perspective. Your role should be to gently guide the prospective client while not "pushing" or hard-selling the client to make any type of decision now.

Generally, the concept paper ranges between three and five pages, preceded by a one-page cover letter. It should convey that these are your initial thoughts after spending some, but not an inordinate amount of time on the problem. Regardless, a well developed concept paper should indicate that you understand and have expertise in handling the client's problem. The concept paper should be developed as an end product--it is not intended to be modified, revised, or otherwise reworked. However, the concept paper does not deal with the scope of work, project management, or project cost.


FIVE PART APPROACH

An effective format for concept papers consists of:

Each of these elements is discussed below. (Editorial note: This is covered extensively in Marketing your Consulting and Professional Services.)

Cover Letter -- The cover letter begins with a short paragraph confirming your interest in helping the client to solve his problem. This is followed by a second paragraph which alludes to the concept paper that follows. This paragraph also informs the client that the concept paper is a document which stimulates discussion and perhaps brings further examination of the problem areas.

The third paragraph of the cover letter thanks the client for his interest in your company and the opportunity to submit this concept paper. It never hurts to mention that you look forward to working with the client, this fosters an atmosphere of team work and cooperation.

Statement of the Problem -- This section does not exceed two paragraphs or roughly one half page of double-spaced typing. It succinctly states the history or background of the problem as well as any present considerations. The information contained in this section should be largely derived from what the client has expressed to you or what you have learned in close observation of the client's problem.

Objectives -- The objectives section should be brief and to the point and can ably be completed by bulletting three to five major project objectives. These objectives may encompass what you believe to be important in addition with what has been expressed by the client.

Proposed Methodology or Technical Approach -- This is the longest and most involved section of the concept paper. It includes a task-by-task description of your proposed approach in undertaking a project to solve the client's problem.

Normally, two to three pages in length, your proposed methodology or technical approach should be conveyed in specific terms, in chronological sequence. Project organization, staff allocation, and other charts and diagrams, however, are not necessary or recommended for inclusion in a concept paper.

Your proposed methodology or technical approach may also be enhanced or shortened by the use of bullets, outline format, or other word-saving devices. The last bulleted item should offer the client some form of closure, vis-a-vis a final report, the installation, or enhancement of an appropriate system or other desirable outcome.

Summary -- The summary need not consist of more than a one-paragraph "wrap-up" which restates the client's problem and highlights or emphasizes the effectiveness and benefits of your proposed methodology or technical approach. The summary should conclude by restating that the approach outlined in your concept paper represents your preliminary thoughts which may be further developed, ie "...based on our understanding of your current problem...," or, "... of this potential opportunity...".

The summary paragraph should also reiterate the unique experience and capabilities of your firm in providing an effective solution to the client's type of problem.