How to make a proposal


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  • 5 factors of winning a contract (5P) Price : Competitive price Person : Searching key person Power : Strong will to perform Presentation : Persuasive presentation session Proposal : preparation of high quality proposal
  • Identify our current position through the analysis of proposal status. Identify competitors’ effort to beat us. Check the details of each activity of a process, and their strategic approach. For generals of a proposal, open a customized training course reflecting the characteristics of each business unit. The course on preparing a presentation session materials and presentation skill, the core part of a proposing work, is to be open as soon as the responsible person of individual business unit is nominated, and that is not included in this course. The current course provides the training level that can be applied to any proposal work.
  • After this course, you will: (Anxiety Free) overcome ambiguous anxiety about a proposal, (Focus Driven) be able to prepare a proposal with a focus, (Efficient work Effectively) be able to prepare a proposal efficiently avoiding a repeating and tedious work time. (DIRFT) be able to “do it right the first time”. Know what to do/ how to do: You will be able to write a proposal through a strategic approach on what to do, in what order. After this course, you will have have the comprehensive picture on proposal work, and the tools and technique to draw it.
  • LG CNS proposal of last 4~5 years used the Know-how transferred from EDS, and the quality of proposal of competitors was comparatively low. That is out proposal competitiveness was superior to that of others. Now, however, the quality our proposal has been degraded gradually or at a standstill while competitors has improved their quality through on-going effort. This resulted in the loss of competitive edge, and the company-wide sympathy with the matter has not been evoked.
  • Status of competitors Samsung SDS Through a corporate strategic proposal team, they establish a proposal strategy, and the team has the right to accept or reject a proposal. Select and cultivate a professional presenter through a presentation contest. Efficiently mobilize available professionals through HR pool. From formal aspect, Do proposal work efficiently by building a proposal DB. Show off professionalism by standardizing proposal box and tape. HIT Great interest in proposal, such as investing 200 million KRW just for GD.
  • Analyzing the proposal competitiveness of LG CNS and others, LG CNS is strong in the commercial aspect of presentation session materials and proposal, but weak in logical development of proposal and use of existing materials. Others are strong in the commercial aspect of proposal and use of existing materials, but weak in presentation session materials, and specially both of the two are weak in logical development. Therefore, to defeat the competitors and supplement the weakness, LG CNS should: establish a plan to efficiently use existing materials, and improve proposal preparation skill.
  • Then, why do LG CNS proposals have such weakness? First of all, from the perspective of proposal life cycle, in a proposal strategy setup stage, LG CNS lacks differentiated strategy, and the will to participate in and support proposal. In a proposal planning and development stage, Simply reusing existing proposals. Low productivity and standstill of quality. Lack of available guideline. Reviewing contents for form’s sake Finally, in commercializing aspect of proposal and delivery stage, Low quality of binding and packing, and Lack of presentation idea and presenter.
  • From the perspective of 7S, you can think about a the following aspects of proposal. Value sharing Strategy Structure System Staff Skill Style
  • Through the comprehensive consideration of the issues related to a proposal: establishing a differentiated strategy, cultivating professionals of proposal, company-wide sharing of proposal materials, n urturing talents having problem-solving capability and excellent writing skill, and developing a professional course of proposal preparation, we can enhance our strength further more, and supplement weakness, and make a countermeasure through benchmarking competitors. To have a differentiated strategy of our own, we have to focus on the following 4 strategic issues. Setup of proposal process Sharing proposal know-how Developing common modules Proposal training As the first stage of implementing the 4 issues, Proposal Training is provided.
  • What is a proposal? (Question to students.) In Korean encyclopedia, it is defined as …. SI industry defines “proposal “ as: A Sales Document describing how to provide the optimum value that best meets customer’s needs and expectations, thereby ensuring the success in a business Here, the key points are: The focus of a proposal is customers. (This is repeated twice. ) Proposal aims at providing “value”. Proposal aims at selling. A proposal is not a technical document or manual but the sales document to sell services. In a word, a proposal should be able to touch the most critical and problematic part of a customer. What is the role of a proposal? Persuade : Making a customer confident that it can succeed. Inform : Showing our latest top-notch technology Motivate : Motivating a customer to start the relevant business by presenting its validity. Even so, the success of a business does not solely depends on a proposal. Proposal does not win new business New business could be lost from the result of the bad proposal.
  • Generally, a proposal should contain: Understanding of customer business The fact that we have the best solution The reason why our solution is excellent The plan to implement the solution Our experience in the relevant field. To do this, the followings are required. Full understanding of the customer business and the duties of related staffs there. Presenting the Good Business Reason ( why this business is necessary) to the decision makers, that is, the benefits the business bring about. The overall format, logical development, readability, and recognizability that can attract the attention of judges. Clear and simple sentences that can be easily understood. In conclusion, a good proposal should have the following features. Differentiate more benefit, more experienced, faster, more buying power Demonstration quality, professionalism, technological expertise Visualization Visualizing the intangible service into tangible service.
  • Proposal procedure generally consists of the following 3 mega steps: Strategy Building, Solution Development, Solution Delivery And , 5 stages of detailed processes: Strategy building, proposal planning, developing a proposal, commercialization, and delivery of the proposal. Strategy building stage includes the following activities: Customer analysis, making preliminary solution, analyze competitors & partnership, make sales strategy, analyzing available resources, and preparing proposal strategy statement Proposal planning stage includes : Drawing out proposal timeline, establishing a proposal organization, preparing proposal outline/ requirement check list/ key word, utilizing a library, and determining a standard of proposal Proposal development stage includes : Preparing storyboard, writing a proposal, and review Commercialization stage includes: Printing, Binding, Packing, Boxing Proposal Delivery includes: Preparing presentation strategy / presentation session materials and rehearsal of presentation session The output of the stages includes: RFP analysis, SWOT document, strategy statement. Requirement check list, KW analysis and timeline document. Storyboard, proposal(draft) Proposal Presentation session materials
  • The first stage of mega process for proposal preparation it to building a proposal strategy. Strategy is the activity to set a goal, and the strategic decision making to catch the opportunities coming from external environment in order to achieve the goal by using the internal capability. So, strategy building in proposal procedure can be redefined as the strategic decision making, by finding the internal capability to cope with such external environment as customers and completions, to achieve the goal of winning a project by providing an optimum solution. Establishment of a strategy make it possible to make an optimum decision throughout the proposal process, and reduce unnecessary repeating of work. The strategy of proposal starts from: Analyzing a customer, and Drawing out preliminary solution, Analyzing the third parties, that is, competitors and the companies having partnership with them, Setting up a sales strategy to create sales in the end, Securing required resources through the analysis of available resources, At last, ends with establishing a final proposal strategy.
  • Fist of all, the proposal target is a customer. If a customer says “No”, the proposal itself become meaningless. As a detailed analysis method, we can think about 3C analysis on a customer business. Company : Proposal procedure starts with understanding a customer. Whether it is in a public or private sector, a organization is to have a strategy and mission, and the value that a customer pursues varies depending on the strategy and mission. Through this analysis, we can identify the scope and contents of a business. The direction of a proposal should be determined based on the full understanding of the strategy and mission of customer business. Competitor : The competition environment of a customer might be a good reason for motivating a customer to start this business. We can indirectly identify what a customer pursue through this business by analyzing its competitors. Circumstance : The motivation can be resulted from the change of economic environment and technology trend. So, analysis of surrounding environment is the base of understanding a customer. Use the history of relationship with a customer to the full. Strategic approach should be determined checking if the past relationship was a positive or negative one. If the past effort failed, try an alternative approach after analyzing the reason of the failure. Who is the key person of the customer? Collect the information on the key decision maker on this project. What is the key issue of a customer? What motivated a customer to start this project, and what do they pursue ultimately with this business? The requirement analysis starts with RFP analysis. Introduce a form that lists the collected customer information briefly. If the information is arranged based on the form, all essential information can be listed briefly without omission.
  • Customer requirements is the logical base of proposed solution, and a important strategic factor. Analysis of customer requirements can be done: by repeating the procedure: collecting information, interpretation of the meaning of collected information, and documentation of the information. And, the RFP (Request For Proposal) basically contains all customer requirements. Out of the contents of the RFP, For the explicit part, sincerely analyze it and propose a solution, For the implicit part, interpret the hidden meaning and propose an alternative, And for the obscure part, make it clear through customer contact and interview to prevent future dispute. As for RFP, Read it three times (Scan Through, Page by page, Marked Read). And the reading should focus on Technical Part, Scope of work, Instruction, Schedule and Judgment Criteria. It is more convenient to analyze the requirements by categorizing it into technical, business and operation management area, similar to the table of contents. Continuous communication among proposal team members is necessary to have a consensus on the requirements.
  • Before presenting a detailed solution, propose a preliminary one considering the our capability. Preliminary solution consists of technical solutions, and is worked out to best satisfy the customer requirements. In addition, the solution should consider the budget of a customer, and Costing should be done considering the expenses(which LG CNS pays to provide the service) and a price( which a customer pay to LG CNS as the compensation for the provided service). Identify in advance the constraints related to resources, laws and time, for example human and material resources It is necessary to review the preliminary solution to see if it meets the minimum customer requirements. (Reaching the parity) Try to sell it after identifying the features and benefits of the solution. Feature: The tangible features or factors the the solution has. Advantage: What a customer gains when it utilizes out service features, or the additional capability Benefit: The core part or merit of our service that meets the customer requirements. The solution should contain the benefits for a customer.
  • In”third party analysis”, third parties mean the competitors and their partners except for our company and customer. Through this analysis you can have the basis of differentiated solution. If you cannot provide differentiated solution, a customer depends on a price factor for decision making. It is necessary to identify, in advance, the competitor’s company information (financial and management) including relationship with a customer, and the strength and weakness of their proposal, to cope with them efficiently. By checking their participants in the proposal, you can infer the strategic approach of a competitor. You can use a check list to review the competitions consistently, and the check list should be prepared from the perspective of a customer considering the following categories. Customer requirements Capability Environment Analyze and list our strength/weakness and competitor’s strength/weakness to build a strategy. Supplement or hide the weakness of our company as much as possible. Show up the weakness of a competitor as much as possible to give negative impact. It is also important to secure partners and vendors possessing the expertise on the project, thus to make the contract terms favorable to us. In general, a customer has several favorite vendors. Analyze the degree of partner’s preference to us, and grade it. If a vendor deals with many SI companies, our strategic approach may leak out through a vendor.
  • Sales strategy is to identify the critical factors necessary for sales of the proposal, and determine the strategic direction. This stage is an intermediate stage in establishing a final proposal strategy. Sales strategy is worked out based on the previous analysis of customer, preliminary solution preparation and analysis, competition analysis, etc., and includes all the result of the analysis. In addition, appropriate price is determined by the pricing strategy, and gets ready to pass the corporate VBR. When extracting a possible scenario, get the number of cases considering the factors affecting the proposal, and set up a sales strategy keeping several scenarios with high possibility in mind. Technical approach Price approach Strategic approach considering next business, etc. As one of the analysis tools available for establishing a sales strategy, SWOT analysis…
  • Put our strong points vs. competitor in “Strength” field. Put our opportunities related to customers and external environment in “Opportunity” field. Weakness에 Put our weakness in comparison with customers in “Weakness” field. Put the threat to us related to customers and external environment in “Threat” field. In SWOT analysis, Strength & Opportunity field is the area: where selling point and key word is placed to show off the strong points and opportunities. Weakness & Threat is the area: where you a nalyze the weakness & threat, and make a plan to supplement them . As an example of SWOT...
  • The proposal prepared by excellent personnel & skill with enough budget & time will ensure high quality. The key to a winning proposal is identifying the in-house human resource having certain level of knowledge or above. Those talents can be nurtured through initial proposal training. It is essential to identify and secure available resources to work out a proposal by utilizing the available resources to the full. Check every resource with out fail by using a logic tree.
  • A proposal strategy must be something that can help a customer obtain value with our IT solution. Prepare a proposal strategy statement and post it where every team member can see to fully understand throughout the proposal procedures. For your reference, here is the proposal strategy statement…
  • Detailed planning of a proposal starts with setting up a proposal timeline and organization. Proposal planning is done in the order as follows; Outlining a proposal outline, preparing a requirements check list, working out key words, searching library for data, then determining a standard of proposal.
  • Organize a team with members competent in their fields such as infra, application system development, business management, etc. Here, the key point is to assign a definite role to the members considering their proposal careers and individual competency. Especially, preliminary schedule adjustment is necessary to prevent the team from being organized in a hurry due to time constraints. Flexible, Realistic schedule with enforceable deadlines Within the proposal schedule, continuous upgrade through review is allowed flexibly, In deadline, however, there can’t be no excuse allowable. PM should be able to forecast the duration of each tasks. There should be a whiteboard, installed where every members of proposal team could see it, opened for update. All members should share any changes and seamless communication channel among them should be available. Bear in mind that “Time is money”. A delay of schedule means an additional costs such as express print charge, overtime charge, etc. In the sample timeline, you will see… Outputs are clearly defined. Put some buffer in each schedule to keep the deadline of each task. Overall schedule is arranged to be viewed at a glance.
  • Based on RFP analysis and a preliminary solution, break contents down to sublevel and determine the outline through team meeting. Determine the responsible person and his/her work load. Define the milestones of each stage for a proposal. (It can be included in proposal schedule.) Detailed definition of works can be done by WBS. Work can be classified as ; General: Contents that all the generalized proposals contain Project Specific: Core part of this proposal Misc. : Ordinary matters (that need updating or rearranging) For the convenience of work, classify it into the 3 types above, and manage and proceed the work through coordination with other units. Following is the table of contents and WBS used in the proposal for National Security Management Project in the end of last year. It includes the initial work load along with a detailed table of contents, and a columns for later correction as well. Assigns a responsible person who will be responsible for preparing a specific part of the proposal.
  • As a guide for internal review, The check list is used to check if our proposal meets every customer requirement. Externally, It can be used to make a cross-reference index for the proposal judgment. Evaluation of each area by a different judge respectively. To check if the proposal responses to all the requirements. Check list must allow cross-reference to the appropriate items of the proposal. For your reference, I will show you a requirement form made for reference and a requirement check list used in real world …
  • The key word is a one-word definition of the information to deliver to the customer in a proposal. A consistent KW should be maintained throughout the proposal, it can be presented as a selling point of our proposal. The followings are the example of key words sorted by contents and an actual case of selling point analysis.
  • The stored information of LG CNS can be utilized for working out a proposal. It will enable efficient/productive proposal work. However, note that: past data might be outdated/ inaccurate. Indiscriminate citation may result in repeated inaccuracy. Different proposal has different characteristics so that some parts will be inappropriate for application. Repeating of the same proposal format may give customer a bad image. So it is needed to modify, update, re-design the past information to fit into this proposal. Time, effort and faithfulness is essential. To make DB for later use, efforts should be made to set up a knowledge base out of the outputs and data accumulated during a proposal procedures even after the completion of presentation work.
  • ONE VOICE RULE The proposal is likely to lose its consistency since it is written by many team members. Might have an adverse effect on the image of the proposal. Should determine the standard before the operation occurs. In the selection of preparation tools (determining S/W), the actual preparation should be preceded by determining consistent standard ranged from coherent Font, Layout, term, punctuation and grammar. Terms that might be confusing or appropriated for customers should be listed and shared beforehand. Ex) Computer,etc. The standard form should be made in detail ensuring that the team members have the least discretion. The proposal should be effective in that it prevents reworking and reduces the cost. The following is the standard proposal form that was actually actually before.
  • Make a storyboard (characteristics of preliminary draft) first ensuring that the proposal preparation does not lose its direction and the overall story is determined early on. Start writing the proposal. Visualizing is essential for enhanced acknowledgment and readability. Enhance the quality of the proposal through continuous review.
  • The objective of the storyboard is to form the proposed ideas logically and determine the topic word by defining its main merits and demerits. To perform the overall graphic work. To increase overall efficiency of the proposal. To coordinate and make clear what to write beforehand. (To reduce rework.) There is an example for how to prepare the storyboard. Every blank of the storyboard should be fill in. Graphic is meant to stimulate eyes and motivate writer to work on it. Storyboard should be hung to the wall and updated to share. Blank motivates writers to work on it! Have a meeting for storyboard review before starting the actual work. Evaluate if the storyboard is logical, If Selling point is clear, It graphic is appropriate.
  • Write according to the given standard being suitable for the storyboard content. Writing Rule.. Golden rule : With easy term to readers Cardinal rule Be accurate. Be suitable for RFP format. Target core elements. Do not off the range. Be logical In the viewpoint of judge. Mortal sin regurgitating(RFP is repeated as it is.) obfuscating(The problem is ambiguously described.) cut & paste syndrome The proposal preparation was focused on quantity. Inactive tone and negative sentence. Beat around the bush. Exaggeration and over estimation. Same contents are repeated. The direction of logical development Check a phenomenon and a problem. Then, propose their solution. It is important to apply the reviewed matter again. Make it in accordance with the storyboard.
  • Prearrange personnel in order to avoid a hasty review. It is impossible to have many review sessions due to the real condition of the company. Around two drafts Peer Review(between team members) PM Review Finish with Red Team Review. Review among team members : As a low level of review, corrects a miswritten word and phrase. PM/Red Team Review: As a high level of review, mainly targets its logical and strategic aspect. By preparing the list of items to be reviewed, make a update log. That’s because it is hard to go back to an original draft after review...
  • In a word, commercialization means to make the proposal look good. As a neatly packaged item in a department store appeals to a customer, a consistently printed and well-bound proposal scores points with it regardless its quality of a content. Encourages a person to have a look at. Can reduce the cost by cooperation with superior print shop. Should select a company that can keep secret. (In many cases, proposals are leaked out to a rival company during printing process.) Color and lay out in accordance with customer preference. Should look like an internal document of a customer. Should not be repellent.
  • Presentation session is the most essential part of proposal procedures. Should deliver the core content strongly and effectively in a short time. In Korea, judgment is typically done with reference to presentation session materials and presentation itself without reading a proposal. In building a presentation strategy and preparing for a presentation session…
  • The presentation session speaks for the proposal in principle, that is, is based on the proposal. Reconstruct the main message logically by finding a key word of the proposal and a differentiated element. Audience analysis is the key to the presentation session! The interests of a judge are different (technology, job, business management, etc.) Prepare necessary resources beforehand. Beam, OHP, Projector, baton, backup data, etc.
  • Prepare the material for the presentation session on the principle of one-chart one-projection. Perform coloring and chart design considering the preference of a customer. Prepare the answer beforehand through Q&A scenario. The person in charge of Q& should practice enough become familiar with and memorize them. It is needed to select and train a presenter.
  • Make a database and an index of a completed proposal by type, topic and business in order to increase the utility of its reuse, To meet the questions and requirements from a customer, To make it possible to correct the proposal if it is needed.… Find the reason through Win-Loss analysis. Analyze with a team member, And a customer. Even if it failed, it is essential to maintain continuous relationship with them for a next business. Evaluate the reason of competitor’s victory accurately. There should not be a fault-finding to avoid responsibility.
  • Just as a manufacturer makes a product, the proposal is the most important goods to determine the company’s own image to a customer. Just as a manufacturer produce profits by selling goods, the proposal amounts to be a ultimate source of income. The proposal is a tool to generate sale. We do not sell the proposal itself. However, we sell service and get profit through the proposal. The sales strategy embedded on the proposal is a basis for successful propose. Just as a company in general spends cost to produce goods, the proposal requires cost too. A good company would try to increase profits by reducing cost, especially theses days like the IMF crisis. Both time and effort spent in producing the proposal amount to be money. The requisite for successful and profitable proposal is to make the proposal effectively and reduce the remake of the proposal. Judges for the proposal can be various people like an IT expert, a customer itself, and a professor. They cannot be adjusted for our standard. So we should write the proposal easy enough to help everyone understand. In a word, the proposal must be easy. The proposal should be true. The exaggerated and unreal proposal is nothing more than an empty talk. In particular, the proposal should present its advantages and features correctly and have its own reasons to prove itself. A customer wants a fact. A customer is a final owner of the proposal. Just as a customer’s own document, the proposal must be made familiar to a customer and contain what a customer really wants to know.
  • In addition, the followings are the 10 check points that PM should consider.
  • How to make a proposal

    1. 1. How to Prepare a Winning Proposal LG CNS University
    2. 2. Table of Contents <ul><li>Purpose and Overview </li></ul><ul><li>Proposal Status of LG CNS </li></ul><ul><li>Proposal Process </li></ul><ul><li>Major Activities of Each Process </li></ul><ul><li>Conclusion </li></ul>Day 1
    3. 3. Purpose of Training <ul><li>Purpose and Overview </li></ul>Value Delivery to Customer Preparation of Winning Proposal Efficient Delivery of Proposed Solution Understanding a Proposal Process <ul><li>Value creation & delivery to </li></ul><ul><li>customers </li></ul><ul><li>Contribution to our sales and profit </li></ul><ul><li>Inducing Next Biz </li></ul><ul><li>Efficient & effective preparation </li></ul><ul><li>of proposal </li></ul><ul><li>Reinforce the connection between </li></ul><ul><li>proposal and the pertinent business </li></ul><ul><li>Differentiating a proposal </li></ul><ul><li>Maximizing the value of a proposed </li></ul><ul><li>product </li></ul><ul><li>Evoking a sympathy with a customer </li></ul><ul><li>Full understanding of proposal </li></ul><ul><li>process </li></ul><ul><li>Improving the understanding of </li></ul><ul><li>major activities </li></ul>
    4. 4. <ul><li>Time Table of Proposal Preparation Course </li></ul>Day 2 <ul><li>Proposal Process </li></ul><ul><li>Understanding </li></ul><ul><li>major activities </li></ul>Day 1 L U N C H 9 10 11 12 1 2 3 4 5 6 <ul><li>Preparing a Proposal </li></ul><ul><li>Step by Step </li></ul><ul><li>-Standard proposal </li></ul><ul><li>-Preparation skill by item </li></ul><ul><li>Standard proposal & contents and </li></ul><ul><li>Preparing a winning proposal </li></ul><ul><li>Standard proposal & contents and </li></ul><ul><li>Preparing a winning proposal </li></ul>Introduction Present & Sharing Comparison of proposals of competitor & own company Concluding Session L U N C H
    5. 5. Course Timeline and Contents <ul><li>Purpose and Overview </li></ul>Day 2 Details Objective Day 1 <ul><li>Analyzing proposal status </li></ul><ul><li>Identifying competitions </li></ul><ul><li>Generals of proposal </li></ul><ul><li>Proposing process </li></ul><ul><li>Strategic approach to major activities </li></ul><ul><li>Understanding a basic proposal process and major activities </li></ul><ul><li>Full understanding of proposal writing skill through comparison & analysis. </li></ul><ul><li>Standard proposal </li></ul><ul><li>Writing skill by item </li></ul><ul><li>Comparison & analysis of a proposal </li></ul><ul><li>Practice of writing a mock proposal </li></ul>
    6. 6. Daily Training Schedule <ul><li>Purpose and Overview </li></ul>1 2 9:00 10:00 11:30 13:00 17:00 18:00 Introduction Generals of Proposal · Process Practicing Mini-proposal Team presentation · Discussion General comment · Conclusion Major Activities of Proposal
    7. 7. When you walk out... <ul><li>Purpose and Overview </li></ul><ul><li>Anxiety free </li></ul><ul><li>Focus Driven </li></ul><ul><li>Efficient Work Effectively </li></ul><ul><li>DIRFT * </li></ul><ul><li>Know what to do & How to do. </li></ul>* Do it right the first time.
    8. 8. Table of Contents Day 1 <ul><li>Purpose and Overview </li></ul><ul><li>Proposal Status of LG CNS </li></ul><ul><li>Proposal Process </li></ul><ul><li>Major Activities of Each Process </li></ul><ul><li>Conclusion </li></ul>
    9. 9. Our Position in Proposal Competitiveness Establish Strategy Develop Solution Deliver Solution TIme Conceptual Diagram B Competitors 4~5 Years Ago Present <ul><li>LG CNS Proposal becomes a benchmark of competitors. </li></ul><ul><li>LG CNS benchmarks competitor’s proposal </li></ul><ul><li>Our strong competitive edge in technical evaluation of proposal disappeared. </li></ul><ul><li>Every biz unit recognizes the loss of our competitive edge in proposal. </li></ul>A Proposal to NTS Dec. 1993 LG CNS Future ? 2nd Proposal to Post-Bancas Jun. 1997 Standstill of Proposal Competitiveness <ul><li>Proposal Status of LG CNS </li></ul>
    10. 10. Strategic Countermove of Competitors <ul><li>Proposal Status of LG CNS </li></ul>Effort to Differentiate a Proposal <ul><li>Graphic Design Team does the entire editing work of a proposal. </li></ul><ul><li>Organized a Strategic Proposal Team </li></ul><ul><li>This team has the right to accept/reject a proposal. </li></ul><ul><li>Corporate presentation Contest </li></ul><ul><li>Utilize Professional Presenters </li></ul><ul><li>Operate HR Pool </li></ul><ul><li>Built a proposal DB </li></ul><ul><li>Standardized a submitting box and tape. </li></ul>Contents Aspect Formal Aspect Hyundai Information Technology
    11. 11. Analysis of Competitors’ Proposal Competitiveness <ul><li>Proposal Status of LG CNS </li></ul>Analysis of Proposal Competitiveness : LG CNS vs. Competitors Strength Weakness Weakness Strength LG CNS Capability Competitors Capability Proposal Packing & Decoration Logical Development of Proposal Contents Efficient use of Existing Materials Preparing Materials for Presentation Session Secures persistent competitive edge thru in-house training of Mckinsey Skill. <ul><li>All are leveled up. </li></ul><ul><li>Quality is proportional to investment. </li></ul>As all have low-level skill. it will be differentiated depending on effort. ‘ S’ company has Web-based data system. <ul><li>Establish a Plan for efficient use of Existing Materials </li></ul><ul><li>Improving Proposal Writing Skill </li></ul><ul><li>Company-wide sharing of Proposal-related materials </li></ul><ul><li>Develop and used templates of each type. </li></ul><ul><li>Information sharing in link with KM afterwards </li></ul><ul><li>Setting up a monitoring system for the entire life cycle of a proposal. </li></ul><ul><li>Developing a professional course on proposal preparation, and training relevant staffs. </li></ul>
    12. 12. Major Issues in Proposal Life-Cycle Major Issue Responsibilities <ul><li>Insufficient promotion of differentiated strategy </li></ul><ul><li>Lukewarm support and participation in/of proposal </li></ul><ul><li>Simple reuse of existing proposal </li></ul><ul><li>Low productivity and standstill of quality </li></ul><ul><li>Lack of available guideline </li></ul><ul><li>Contents review for form’s shake. </li></ul><ul><li>Low quality of binding and packing </li></ul><ul><li>Lack of presentation idea and professional presenter </li></ul><ul><li>Industry(Biz) professional </li></ul><ul><li>Sales representative </li></ul><ul><li>PM </li></ul><ul><li>Proposal support team </li></ul><ul><li>Biz units </li></ul><ul><li>ITG </li></ul><ul><li>Consulting </li></ul><ul><li>Biz units </li></ul><ul><li>Consulting </li></ul><ul><li>Biz units </li></ul><ul><li>General affairs team </li></ul><ul><li>Analyze customer needs </li></ul><ul><li>Analyze competitors </li></ul><ul><li>Analyze our service capability </li></ul><ul><li>Establish a differentiation strategy </li></ul><ul><li>Setup Proposal timeline </li></ul><ul><li>Secure proposal resources and build environment </li></ul><ul><li>Define standard </li></ul><ul><li>Analyze requirements </li></ul><ul><li>Understand customer biz </li></ul><ul><li>Design solution </li></ul><ul><li>Develop a logic and configure it </li></ul><ul><li>Review contents </li></ul><ul><li>Edit submitting version </li></ul><ul><li>Binding and Boxing </li></ul><ul><li>Summarize contents & Value Point Image Up </li></ul><ul><li>Prepare a presentation material. </li></ul><ul><li>Presentation </li></ul>Major Activities Establish a Proposal Strategy Establish Proposal Plan Develop Proposal Binding & Packing Presentation Why? <ul><li>Proposal Status of LG CNS </li></ul>
    13. 13. Why? (Cont’d) <ul><li>Proposal Status of LG CNS </li></ul>Major Issues from the perspective of 7S <ul><li>Unclear responsibility & authority proposal </li></ul><ul><li>team members. </li></ul><ul><li>Lack of systemic cooperation between departments. </li></ul><ul><li>Post facto feed-back for form’s sake. </li></ul><ul><li>Lack of accumulated corporate proposal knowledge </li></ul><ul><li>and its use. </li></ul><ul><li>No standard proposal process </li></ul><ul><li>Unreasonable compensation system </li></ul><ul><li>Poor proposal work environment </li></ul><ul><li>Operation of Red Team for form’s sake </li></ul><ul><li>Inadequate Win - Loss analysis system </li></ul><ul><li>Technology-oriented members </li></ul><ul><li>Lack of industry professionals </li></ul><ul><li>Lack of professional presenter </li></ul><ul><li>Lack of presenting ability </li></ul><ul><li>Lack of training on proposal </li></ul><ul><li>Lack of summarizing skill </li></ul><ul><li>Inefficient operation of organization due to heavy </li></ul><ul><li>workload and </li></ul><ul><li>Focus on quantity rather than quality </li></ul><ul><li>Insufficient definition of biz scope </li></ul><ul><li>Insufficient CSF a& differentiation strategy </li></ul>Strategy System Staff Style Skill Structure <ul><li>Proposal team members lack ownership. </li></ul><ul><li>Low level of corporate recognition of proposal value. </li></ul>Shared Value
    14. 14. Extracting Strategic Issues <ul><li>Proposal Status of LG CNS </li></ul>Strategic Issues to Gain Competitive Edge of Proposal <ul><li>Establishing a differentiated strategy based on importance </li></ul><ul><li>Cultivating professionals of proposal </li></ul><ul><li>Restructuring proposal organization according to the </li></ul><ul><li>nature of proposals </li></ul><ul><li>Activating feed-back after proposal </li></ul><ul><li>Operating proposal QRB </li></ul><ul><li>Collecting and sharing company-wide data </li></ul><ul><li>Establishing a proper plan of each team to handle Q&A </li></ul><ul><li>Nurturing talents capable of solving problems </li></ul><ul><li>Nurturing talents having excellent writing skill </li></ul><ul><li>Cultivating presentation skill of PM </li></ul><ul><li>Company-wide sharing of proposal materials </li></ul><ul><li>Developing & using templates by type </li></ul><ul><li>Information sharing in link with KM </li></ul><ul><li>Setup of monitoring system on entire proposal life cycle </li></ul><ul><li>Developing a professional course of proposal preparation, and training </li></ul>LG CNS Competitors Setup of Proposal Process Sharing Proposal Knowledge Development of Common Module Proposal Training Issues
    15. 15. Table of Contents Day 1 <ul><li>Purpose and Overview </li></ul><ul><li>Proposal Status of LG CNS </li></ul><ul><li>Proposal Process </li></ul><ul><li>Major Activities of Each Process </li></ul><ul><li>Conclusion </li></ul>
    16. 16. What is a proposal? <ul><li>Proposal Process </li></ul>Proposal -n. Sales Document describing how to provide the optimum value that best meets customer’s needs and expectations, thereby ensuring the success in a business. Persuade Inform Motivate Customer LG CNS Proposal
    17. 17. Features of Good Proposal <ul><li>Proposal Process </li></ul>Understating Customer Focus on Benefit Consideration of Judges Delivery of Clear Message <ul><li>Differentiation </li></ul><ul><li>Demonstration </li></ul><ul><li>Visualization </li></ul><ul><li>GMCC LIS PROPOSAL </li></ul><ul><li>GZMCCKMS PROLOSAL </li></ul><ul><li>本公司投标过程规范 (ISO 9000) </li></ul>
    18. 18. AtoZ of a Proposal <ul><li>Proposal Process </li></ul>Strategy Building Solution Development Solution Delivery Output 100 Strategy Building 200 Proposal Planning 300 Proposal Development 400 Commer- cialization 500 Proposal Delivery <ul><li>Understand customer </li></ul><ul><li>Making preliminary </li></ul><ul><li>solution </li></ul><ul><li>Analyze competitors </li></ul><ul><li>& partnership </li></ul><ul><li>Make sales strategy </li></ul><ul><li>Analyze available </li></ul><ul><li>resources </li></ul><ul><li>Preparing proposal </li></ul><ul><li>strategy statement </li></ul><ul><li>Proposal timeline/ </li></ul><ul><li>organization </li></ul><ul><li>Proposal outline </li></ul><ul><li>Requirement check list </li></ul><ul><li>Prepare key word </li></ul><ul><li>Utilize library </li></ul><ul><li>Determine a standard of </li></ul><ul><li>proposal </li></ul><ul><li>Prepare storyboard </li></ul><ul><li>Write proposal </li></ul><ul><li>Review </li></ul><ul><li>Printing </li></ul><ul><li>Binding / Packing </li></ul><ul><li>Boxing </li></ul><ul><li>Prepare presentation </li></ul><ul><li>strategy </li></ul><ul><li>Prepare presentation </li></ul><ul><li>session materials </li></ul><ul><li>Rehearsal of presentation </li></ul><ul><li>session </li></ul><ul><li>3C Analysis </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Summary of customer </li></ul><ul><li>analysis </li></ul><ul><li>Proposal strategy </li></ul><ul><li>statement </li></ul><ul><li>Proposal timeline </li></ul><ul><li>Requirement analysis </li></ul><ul><li>document </li></ul><ul><li>Analysis of key word </li></ul><ul><li>Standard of proposal </li></ul><ul><li>Storyboard </li></ul><ul><li>Draft proposal </li></ul><ul><li>Proposal </li></ul><ul><li>Final version of </li></ul><ul><li>a proposal </li></ul><ul><li>Presentation session </li></ul><ul><li>materials </li></ul>Major Activities
    19. 19. Table of Contents Day 1 <ul><li>Purpose and Overview </li></ul><ul><li>Proposal Status of LG CNS </li></ul><ul><li>Proposal Process </li></ul><ul><li>Major Activities of Each Process </li></ul><ul><li>Conclusion </li></ul>
    20. 20. <ul><li>Major Activities by Process </li></ul>100 Strategy Building 110 Customer Analysis 120 Preliminary Solution 140 Make Sales Strategy 160 Setup Proposal Strategy 130 Competitor Analysis 130 Partnership Analysis 150 Analysis/Secure Avail. Resources
    21. 21. <ul><li>Major Activities by Process </li></ul>110 Customer Analysis (1/2) <ul><li>Strategy & Mission of Customer Biz </li></ul><ul><li>Competitions of Customer </li></ul><ul><li>Relation between Own Company and Customer </li></ul><ul><li>Major Decision Making Factors of Customer </li></ul><ul><ul><li>Key Person/ Judges </li></ul></ul><ul><li>Motivation of Customer Biz </li></ul><ul><li>Customer Requirements </li></ul>
    22. 22. <ul><li>Major Activities by Process </li></ul>110 Customer Analysis(2/2) – RFP Analysis <ul><li>Identifying Analysis Target </li></ul><ul><ul><li>What is explicit? </li></ul></ul><ul><ul><li>What is implicit? </li></ul></ul><ul><ul><li>What is obscure? </li></ul></ul><ul><li>Defining Requirements </li></ul><ul><ul><li>Technical/Business/Operation Mgt. requirements </li></ul></ul><ul><li>Forming Consensus among Proposal Team Members </li></ul>Source: ProposalⅡ. RFP section Reconfirm it thru customer contact. <ul><li>GZMCC-KMSRFP 评审标准 </li></ul><ul><li>GMCC-EPMS RFP 分析范例 </li></ul>
    23. 23. <ul><li>Major Activities by Process </li></ul>120 Extracting Preliminary Solution <ul><li>Technical Solution </li></ul><ul><li>Biz Management Aspect </li></ul><ul><ul><li>Projection of Revenue & Expenses </li></ul></ul><ul><ul><li>Issues and Constraints </li></ul></ul><ul><li>Solution Evaluation </li></ul><ul><ul><li>Features & Benefits </li></ul></ul><ul><ul><li>Comparison with Customer Requirements </li></ul></ul>
    24. 24. <ul><li>Major Activities by Process </li></ul>130 Analysis of Third Parties <ul><li>Competitor Analysis </li></ul><ul><ul><li>Definition of competitor </li></ul></ul><ul><ul><li>Analyzing the features of competitor’s proposal </li></ul></ul><ul><ul><li>Checking participants in a proposal. </li></ul></ul><ul><li>Partnership </li></ul><ul><ul><li>Identifying the vendors preferred by a customer. </li></ul></ul><ul><ul><li>Strategic approach along with technology owner </li></ul></ul><ul><ul><li>Analyzing the partner’s preference for our company </li></ul></ul>
    25. 25. <ul><li>Major Activities by Process </li></ul>140 Preparing Sales Strategy(1/2) <ul><li>Extracting & Analyzing a Possible Scenario </li></ul><ul><li>Identifying Our Competitive Edge </li></ul><ul><li>Finding the Solution to Handle Restrictions and Issues </li></ul><ul><li>Evaluating Differentiation Strategy </li></ul><ul><li>Plan to Supplement Weakness </li></ul><ul><li>Plan against Competitions </li></ul><ul><li>Strategy to Secure Available Resources </li></ul><ul><li>Pricing Strategy </li></ul>
    26. 26. SWOT Analysis <ul><li>Strength & Opportunity </li></ul><ul><li>Weakness & Threat </li></ul>Select the selling point & key word that can make the best use of the strength & opportunity Analyze the weakness & threat, and make a plan to supplement them. Strength Opportunity Weakness Threat Our strength vs. competitors Our weakness vs. Competitors Our opportunities related to customers & external environment. Threat to us related to customers & external environment. <ul><li>Major Activities by Process </li></ul>140 Sales Strategy(2/2) – SWOT Analysis
    27. 27. <ul><li>Major Activities by Process </li></ul>150 Analysis & Securing Available Resources <ul><li>Analyzing Applicable Technology </li></ul><ul><li>Identifying Available Personnel </li></ul><ul><ul><li>Head count /Experience / Qualification </li></ul></ul><ul><li>Work Place for Proposal </li></ul><ul><li>Securing Equipment Required </li></ul><ul><li>Budgeting of Proposal </li></ul>
    28. 28. <ul><li>Major Activities by Process </li></ul>160 Setup Proposal Strategy Proposal Strategy <ul><li>How to deliver? </li></ul><ul><li>How to highlight/complement our merit/demerit? </li></ul><ul><li>What’s the critical issue of a customer? </li></ul><ul><li>What’s our differentiation factors? </li></ul>Customers LG CNS IT Solution Value
    29. 29. <ul><li>Major Activities by Process </li></ul>200 Proposal Planning 210 Set proposal timeline /Organization 220 Outline Proposal 240 Work out Key Words 260 Determine a standard of proposal 230 Prepare a Requirement Check List 250 Search Library
    30. 30. <ul><li>Major Activities by Process </li></ul>210 Proposal time line and organization <ul><li>Organizing a Proposal Team Considering the Features of Available Human Resources. </li></ul><ul><li>Setting a Practical Timeline Based on a Deadline. </li></ul><ul><li>Communication Plan among Team Members. </li></ul><ul><ul><li>Update changes continuously through a whiteboard. </li></ul></ul><ul><li>Managing Milestones in Stages. </li></ul><ul><li>Time costs money! </li></ul><ul><li>CRMCSCMM 投标项目启动计划 </li></ul>
    31. 31. <ul><li>Major Activities by Process </li></ul>220 Proposal Outline <ul><li>Determining Contents </li></ul><ul><ul><li>Keep uniformity throughout the proposal </li></ul></ul><ul><ul><li>Allow for continuous communication with team members of other parts </li></ul></ul><ul><li>Utilizing Road Map </li></ul><ul><li>Preparing a Presentation Procedure and Duty Allocation </li></ul><ul><li>Determining Proposal WBS </li></ul>
    32. 32. <ul><li>Major Activities by Process </li></ul>230 Requirements Check List <ul><li>Preparing a requirement check list of RFP </li></ul><ul><li>Making a cross-reference index for the proposal contents and requirements. </li></ul>
    33. 33. <ul><li>Major Activities by Process </li></ul>240 Preparing Key Word <ul><li>Extracting Key Word </li></ul><ul><ul><li>Define them based on business understanding, characteristics of work, and our strength. </li></ul></ul><ul><li>Maintaining Key Word </li></ul><ul><ul><li>Set up a sharing system for members </li></ul></ul><ul><ul><li>Continuous enforcement by PM </li></ul></ul>
    34. 34. <ul><li>Major Activities by Process </li></ul>250 Utilizing Library <ul><li>Searching Similar Proposals. </li></ul><ul><li>Modifying Them to Fit the Proposal. </li></ul><ul><ul><li>Update with latest information. </li></ul></ul><ul><ul><li>Re-define the Key words to fit current issue. </li></ul></ul><ul><li>Considerations for Next Proposal </li></ul>
    35. 35. <ul><li>Major Activities by Process </li></ul>260 Determining Standard for Proposal Preparation <ul><li>Determining Preparation Tools </li></ul><ul><li>Preparing Standard Template </li></ul><ul><ul><li>Unifying Font and Layout </li></ul></ul><ul><ul><li>Determining Coloring, Graphic and Design </li></ul></ul><ul><li>Setting Other Preparation Standard </li></ul><ul><ul><li>Term, Punctuation, Grammar, etc. </li></ul></ul>
    36. 36. <ul><li>Major Activities by Process </li></ul>300 Proposal Development 310 Prepare Story- Board 330 Review 320 Authoring 320 Visualize Proposal Preparation Feedback
    37. 37. <ul><li>Major Activities by Process </li></ul>310 Storyboard Preparation <ul><li>Written form of Draft Type </li></ul><ul><ul><li>Facilitates repeated early-stage correction. </li></ul></ul><ul><ul><li>Tool for sharing initial ideas among team members </li></ul></ul><ul><li>Review Point </li></ul><ul><ul><li>Logic of storyboard </li></ul></ul><ul><ul><li>Clearness of selling point </li></ul></ul><ul><ul><li>Adequacy of graphic </li></ul></ul><ul><li>CROSS 方案思路 </li></ul>
    38. 38. <ul><li>Major Activities by Process </li></ul>320 Proposal Preparation <ul><li>Preparing Proposal Draft </li></ul><ul><li>Organizing Effective Sentences </li></ul><ul><ul><li>Simple and clear sentence </li></ul></ul><ul><ul><li>Sentence considering a reader. </li></ul></ul><ul><ul><li>Consistent logic and accuracy </li></ul></ul><ul><li>Use of Visualizing Method to Enhance the Acknowledgment </li></ul><ul><li>Feedback of Review Result </li></ul>
    39. 39. <ul><li>Major Activities by Process </li></ul>330 Review <ul><li>Pre-organizing Review Team </li></ul><ul><ul><li>Internal/external expert of each field </li></ul></ul><ul><ul><li>Set a review plan in accordance with proposed timeline. </li></ul></ul><ul><li>Applying Items of Change </li></ul><ul><li>Types of Review </li></ul><ul><ul><li>Team Member Review </li></ul></ul><ul><ul><li>PM Review </li></ul></ul><ul><ul><li>Red Team Review </li></ul></ul>
    40. 40. <ul><li>Major Activities by Process </li></ul>400 Proposal Commercialization Soft Aspect Hard Aspect <ul><li>Packaging </li></ul><ul><ul><li>Binding </li></ul></ul><ul><li>Printing Paper(Type and Size) </li></ul><ul><li>Our Safe Boxing for Proposal </li></ul>Cooperation Aspect <ul><li>Partnership with Print shop </li></ul><ul><li>Consult with Customer in Terms of Packaging </li></ul><ul><li>Calculate Reasonable Cost for Commercialization </li></ul><ul><li>Printing Quality </li></ul><ul><ul><li>Black & White </li></ul></ul><ul><ul><li>Color </li></ul></ul><ul><li>Design Considerations </li></ul><ul><li>Layout to Highlight Professionalism </li></ul>가나다 정보시스템 구축제안서 LG-EDS Systems EDS
    41. 41. <ul><li>Major Activities by Process </li></ul>500 Proposal Delivery Winning Proposal Presentation Understanding Customer Biz Analysis of Our Proposal Audience Analysis Preparation of Presentation Data Presentation Strategy Setup Q&A Countermeasure Presentation Rehearsal Presentation Strategy Setup Presentation Meeting Session
    42. 42. <ul><li>Major Activities by Process </li></ul>510 Building a Presentation Strategy <ul><li>Analyzing Proposal of its Own and competitor </li></ul><ul><ul><li>Arrange selling point </li></ul></ul><ul><ul><li>Check and compare proposal strategies </li></ul></ul><ul><li>Building Presentation Strategy </li></ul><ul><ul><li>Determine major messages to deliver </li></ul></ul><ul><ul><li>Plan presentation session </li></ul></ul><ul><ul><li>Secure necessary resources </li></ul></ul><ul><ul><li>Analyze audience profiles / Identify key person </li></ul></ul>
    43. 43. <ul><li>Major Activities by Process </li></ul>520 Presentation Session <ul><li>Prepare Materials for Presentation Session </li></ul><ul><ul><li>Prepare materials based on principle of One-Chart One-Projection </li></ul></ul><ul><ul><li>Coloring/Animation </li></ul></ul><ul><li>Q&A Countermeasure </li></ul><ul><li>Presentation Rehearsal </li></ul><ul><ul><li>Improves presentation skills </li></ul></ul><ul><ul><li>Enhances ability to handle exceptions </li></ul></ul>
    44. 44. <ul><li>Major Activities by Process </li></ul>530 Follow-up Activities Follow-Up After Submitting Proposal Making a Database of Documentation Customer Our Company Revision Additional Question / Request Win-Loss Analysis
    45. 45. Table of Contents Day 1 <ul><li>Purpose and Overview </li></ul><ul><li>Proposal Status of LG CNS </li></ul><ul><li>Proposal Process </li></ul><ul><li>Major Activities of Each Process </li></ul><ul><li>Conclusion </li></ul>
    46. 46. Before you walk out... <ul><li>Conclusion </li></ul>1. Proposal is Goods. 2. Proposal is a sales tool. 3. Proposal is money. 4. Proposal is easy. 5. Proposal is a fact. 6. Proposal belongs to a customer. <ul><li>ITMS PROPOSAL </li></ul>
    47. 47. Thank You.
    48. 48. Ref. PM’s 10 Check Points of Proposal <ul><li>1. Has it fully reflected customer requirements? </li></ul><ul><li>Has it fully expressed the company’s selling point? </li></ul><ul><li>Has it started from the viewpoint of business? </li></ul><ul><li>4. Has it mentioned key words continuously? </li></ul><ul><li>5. Has it effectively given shape to a chart and a picture? </li></ul><ul><li>6. Isn’t there any ambiguous expression in any part of a proposal? </li></ul><ul><li>Is the proposed solution for each part of the proposal valid? </li></ul><ul><li>Is the logical reason for each solution persuasive? </li></ul><ul><li>9. Has it considered all the valid alternatives? </li></ul><ul><li>10. Has it described all the items of evaluation? </li></ul>