HELPFUL TIPS FOR THE MARKETING COLLATERAL PROJECT The following handout lists the details of what you

may incorporate in the various parts of the Project. Please note that I used the word 'may' simply because some of the details may not apply to the specific requirements of your proposal. The Executive Summary The executive summary is a short, information-packed summary of the proposal. In one or two paragraphs, state the purpose of the proposal, the specifics of the business/service idea, the total expense, and a brief gist of your client's qualifications. This should not exceed one page. A reader should finish the summary knowing the basic information. Only an interested reader needs to read more. Write the executive summary after you have finished the rest of the documentation. The next page gives a brief description of parts of an executive summary. Purpose: The purpose can be described any number of ways. Here are two:

State the problem or need you are prepared to address. Many proposals are responding to problems that need to be solved. e.g. The product/service is not bringing in projected revenues or A part of a product wears out too soon. How can we market the product better? How can we make the product work better? Explain the goal of the proposal. Sometimes a proposal is to develop/market a new product. In this case, you are not solving a problem, but may be catering to a specific market need. You need to explain why you want to develop the proposal, and what market/consumer needs it will fill.

Specifics of the Program: Many proposals in industry will be able to present a full solution, because the proposal is to implement previously developed technology. However, even if you do not have a fully developed solution, the executive summary needs to include a brief statement of what you think you will do. In one or two sentences state these:
o o o o o

what will take place benefit of the project how and where it will operate expected costs if any expected turnaround time/dollar value if applicable

Expense: State the bottom line. If an explanation of the figure is required, make that as concisely as possible.

Qualifications: Briefly state the qualifications and capacity of key personnel involved to carry out this proposal. Statement of Need This is where you present the problem you are trying to solve or the gap/need you are trying to cash on. Try to stay with 1 problem/need, or at least 1 problem/need description at a time. Use a logical progression in your statement of need starting as globally as possible. You will need to prove that you have an understanding of the problem, and the latest research on the problem Explain the objectives of the project, giving the basic ideas, problems or questions to be examined, and indicate in a general way how these will be explored and developed. Describe the contribution this project can be expected to make to the client's\applicant's business\field of study. If appropriate, mention both specific and technical contributions and also the more general significance of dealing with these particular ideas and problems. Describe the previous development, if any, of the project, its current state, stages yet to be completed, the plans for each stage, and how the work proposed under this project fits into the whole. If appropriate, comment also on the relationship of the project to work already done by others in the field. Indicate as specifically as possible what results can reasonably be anticipated from this project. Close with a discussion of what else is being done, and lead into the project narrative with a brief discussion of how your idea is better or different. To do this, you will need to cite that latest body of research and specific projects that are currently happening, and how yours is different and better. Project Description Management Plan: Content of the management plan will vary widely depending on the company, the program, and the circumstances. However, a majority of management plans have in common certain sections. The management plan categories that usually need to be addressed in a proposal include the following:

Program Organization - includes an organization chart showing reporting relationships and describes how the proposed program organization functions. Program Management - describes how the overall program is directed by the program management group. Project Management - describes the techniques used to plan, schedule, track, and direct project activities that may take place within the program. Problem management / escalation - provides a concrete means for identifying and handling problems in a reliable, repeatable, and timely manner.

Personnel management - contains a description of how personnel-related affairs such as recruiting, retention, time keeping, and benefits are handled. Risk management - demonstrates a clear understanding of program risks and provides a description of the plans and capabilities you have developed to ensure that risks are held to an acceptable level.

Critical Path Schedule: Give a clear and detailed plan of work on this project, including the expected timetable of what is to be done, when, and where. An adequate description should be given to any special methods, procedures, and experiments to be employed. This may be a good opportunity to develop a visual aid like a colored Gantt Chart to indicate the CPS.

Technical Plan: This will apply in case you are proposing to make technical changes, like touching up a pre-existing website or proposing designs for a new one. If applicable, you must describe the following: Why the proposed design solves the stated problem? How the design works? What multidisciplinary technical approaches have been used in the design? Commercial Plan This part will list complete details of the financial plan or management of the project. It will include, among other things, details of: Available funds and their allocation Needed funds and the details of how they will be used List any equipment or material needs and estimated cost. List any anticipated travel needs and estimated cost. Client Information Primary Activities: what the client does Services: the range of services offered Context of Research: This is mostly applicable to research grants proposals, but you can always mention the situations\problems leading to the research for designing the proposal in other cases. Conclusion Reiterate briefly what you specified in the statement of need and project description. Another important aspect of the conclusion is that it is important for the potential sponsor to know that

the project will not simply end once the grant funds are gone. It is important to build in and discuss a plan for growth of the project. Grant funding should be used as seed funding for follow-on funding. The proposed management plan can indicate to the sponsor that not only sustainability, but growth of the project is going to occur. Good Luck!