Itzik’s Lessons on how to be a great General Contractor (or How to Write Killer Proposals) Sanford Dickert @sanford whoissanford.com

Itzik, Morti and Rafi – all GCs

Getting work today is harder than a simple handshake… … think of yourself as a General Contractor

Listen and really read the proposal! “ You got the social media side, I got the SEO parts.” “ This looks fun! (yeah, right.)”

Ask the Client Questions http://www.flickr.com/photos/ibm_information_on_demand/2986601449 http://www.flickr.com/photos/edyson/5377890 http://www.flickr.com/photos/30984813@N07/2917504816

Understand the Constraints When to deliver? Total budget? Level of quality?

When to deliver?

Total budget?

Level of quality?

Figure out the Golden Equation Profit = Revenue – Expenses (You!)

Profit = Revenue – Expenses (You!)

Now it’s time to noodle the proposal (sharpen your keyboards…)

Know What You Can Deliver http://www.flickr.com/photos/jmecelab/2323995423 Result: you know your scope

Result: you know your scope

Layout the Foundation Result: you have a framework

Result: you have a framework

Hammer out a Strawman “ Okay, client needs this within 30 days, only one staffer…” “ To deliver the interface will require 120 manhours at $80 per…” Result: you guestimate a price

“ To deliver the interface will require 120 manhours at $80 per…”

Result: you guestimate a price

Estimate the value to client In doing the project, what does it bring to the client? Will building this widget bring increased revenue in X amount of time? Will running this marketing campaign deliver Y visitors to get Z sales? Does cost exceed revenue for a long time? Is this project an investment? Result: you are on the client’s side

In doing the project, what does it bring to the client?

Will building this widget bring increased revenue in X amount of time?

Will running this marketing campaign deliver Y visitors to get Z sales?

Does cost exceed revenue for a long time? Is this project an investment?

Result: you are on the client’s side

Writing the Proposal Focus on the CLIENT! Open with recap of the project Map out the benefits in their terms Spell out your solution Pictures and diagrams work with a basic timeline spelled out Showcase your work in the context of solving their problem Show the cost and revenue estimates Result: you are listening to the client!

Focus on the CLIENT!

Open with recap of the project

Map out the benefits in their terms

Spell out your solution

Pictures and diagrams work with a basic timeline spelled out

Showcase your work in the context of solving their problem

Show the cost and revenue estimates

Result: you are listening to the client!

Open With Empathy “ Now these guys get my business problem and how to solve it.” “ Do these guys even understand my company’s needs? What is this gobbley-gook?”

“ Now these guys get my business problem and how to solve it.”

“ Do these guys even understand my company’s needs? What is this gobbley-gook?”

Address the Fear Show you understand the project and can deliver

Show you understand the project and can deliver

Visuals Work “ Ooooh – this makes sense. And it looks likemy system!” “ Oy! How much more do I have to read?”

Know the Budget, Risks and Benefits Show the budget for the project Be sensitive to the cash flow – on both sides Break it down – transparency works Acknowledge the risks What are your risks, risks from client, etc? Show the benefits in the long term How will the customer receive the benefits? Remember conversion rates, ATV, and so on 11 th grade math comes in handy here!

Show the budget for the project

Be sensitive to the cash flow – on both sides

Break it down – transparency works

Acknowledge the risks

What are your risks, risks from client, etc?

Show the benefits in the long term

How will the customer receive the benefits?

Remember conversion rates, ATV, and so on

11 th grade math comes in handy here!

Appendix and Case Study Now is where you get to crow about yourself! Demonstrate your competence with your prior work that matches you client need Do not show work that does not support your “thesis statement” that you can succeed with Now you talk about yourself Past clients, past work Strengths and benefits, awards and such Show bio, photos, interests, whatever

Now is where you get to crow about yourself!

Demonstrate your competence with your prior work that matches you client need

Do not show work that does not support your “thesis statement” that you can succeed with

Now you talk about yourself

Past clients, past work

Strengths and benefits, awards and such

Show bio, photos, interests, whatever

Make it excellent! All that work, and the worst part is the format and spelling Your work is a chance to represent you Never lose a chance to make a great impression Complete all of these and you get…

All that work, and the worst part is the format and spelling

Your work is a chance to represent you

Never lose a chance to make a great impression

Complete all of these and you get…

Success! Thank you!

Thank you!