APMP Foundation: Executive Summary Development

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Completes the module Planning the Proposal Phase in the Bid to Win APMP Foundation preparation programme.

Covers the topic Executive Summary Development (DESD) fromthe APMP Accreditation Syllabus

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APMP Foundation: Executive Summary Development

  1. 1. APMP® Accreditation Programme Planning the Proposal Phase Session 4: Executive Summary Development Planning the Proposal Phase© APMP 2005 and Bid to Win Ltd 2010 Version: 0v9
  2. 2. What do decision makers read? Create Compelling Executive Summaries that SELL! Planning the Proposal Phase2 © Your Company 2003 Confidential
  3. 3. In this session about ExecutiveSummary Development you will learnthe key elements of ExecutiveSummary Developmentto use the Executive Summaryas a proposal briefing toolSyllabus Requirement
  4. 4. The Executive Summary is developed: • prepared following the customer’s instructions (if any)By the sales lead • continuously reviewed and endorsed by top management • as a “stand alone” document For decision • highlighting benefits not features makers • describing the “value” your solution offers to the customer • providing reasons why they should select youEarly (before the • provides a guideline to other writers • establishes the Key Messages (Sales Themes)Kick Off meeting) • is the Most Important document
  5. 5. The Executive Summary is developed: • prepared following the customer’s instructions (if any)By the sales lead • continuously reviewed and endorsed by top management • as a “stand alone” document For decision • highlighting benefits not features makers • describing the “value” your solution offers to the customer • providing reasons why they should select youEarly (before the • provides a guideline to other writers • establishes the Key Messages (Sales Themes)Kick Off meeting) • is the Most Important document
  6. 6. The Executive Summary is developed: • prepared following the customer’s instructions (if any)By the sales lead • continuously reviewed and endorsed by top management • as a “stand alone” document For decision • highlighting benefits not features makers • describing the “value” your solution offers to the customer • providing reasons why they should select youEarly (before the • provides a guideline to other writers • establishes the Key Messages (Sales Themes)Kick Off meeting) • is the Most Important document
  7. 7. A Suggested Structure: Attention grabbing Link ed to the Opening opening sentence prospect’s vision Introduce your main Investment / ROIIntroduction themes (Key Provide a structure (if permitted) Messages)For each Key State the concern & Explain how Your Provide evidence for Message why it is important Company will solve it your claims Restate benefits /Conclusion outcomes Ask for the business
  8. 8. The Executive Summary What it is not:• The Executive Summary should not be: – just an introduction to the proposal – longer than 10% of overall proposal length – unless specified otherwise by the customer – a brochure about your organisation • it must relate what you are selling to the customer’s needs
  9. 9. Briefing with the Executive SummaryBriefing the • To decision makers • Short and focused on key sales Customer messages • Promotes alignment; everyone Briefing should have the same message for your customer in-house • Transfer strategy from sales lead to the proposal team
  10. 10. Quick Quiz Question: When should Executive summaries be drafted?a) Before the kickoff meeting by the sales leadb) At the Pink Team review, by the technicalarchitectc) At the final draft stage, before the Red Team, bythe bid managerd) After the Red Team, by the account director Please click on your selection
  11. 11. How did we do?a) Before the kickoff meeting by thesales leadb) At the Pink Team review, by thetechnical architectc) At the final draft stage, before theRed Team, by the bid managerd) After the Red Team, by the accountdirector
  12. 12. In this session about Executive Summary Development we coveredthe key elements of ExecutiveSummary Developmentusing the Executive Summaryas a proposal briefing toolSyllabus Requirement
  13. 13. e-torial preparation• Study the module “Communicating your Plan”• Complete Exercise Six Proposal Scheduling• Attempt Half Hour Paper 1• Watch the slide-cast session on graphics by Colleen Jolly

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