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Proposal Research
Nikki Kyriakopoulos
Problem: How can corporate
marketing write an effective
proposal?
Solution: Research SaaS RFP’s to
find the required order of the
proposal sections and the
importance of each section
(for determining purchase decisions).
10 RFP’s were examined
that contained the required
framework for the proposal
submittal and/or the scoring
of proposal attributes.
Findings
Proposal Attributes Effecting Purchase Decision
(amount of points to develop a score)
Ability of solutions to
meet functionality and
technical requirements
Feasibility of the solution
Ease of implementation
and strong support
Experience of the
vendor organization and
qualifications
Additional other "value
added item"
Importance of Attributes
Importance
(from MOST
to least)
Proposal Section
1 Ability of solution to solve the problem
2 Feasibility
3 Ease of implementation and strong support
system
4 Company experience and qualifications
5 Other miscellaneous
Required Proposal Framework
Order Section of the proposal
1st Opening
2nd Company information and background
3rd Company qualifications
4th Proposed Solution
5th Plan for the solution
6th Technical specs
7th Requirements
8th Cost
The importance of the
proposal pieces do not
align with the requested
order for RFP’s.
Proposal Framework
Order Section of the proposal
1st Opening
2nd Company information and background
3rd Company qualifications
4th Proposed Solution
5th Plan for the solution
6th Technical specs
7th Requirements
8th Cost
n/a
How do we determine the
order of proposals if they
are unsolicited…
Requested frameworks or
weighted attributes affecting a
purchase decision?
Also- notice a problem statement
doesn’t appear…
Solution:
Unsolicited proposals
should mirror the order of
importance
This is because
unsolicited proposals
need a value statement
FIRST to command
further attention.
Put the important things
first.
Proposal Research Presentation
Data, Calculations,
Sources
Quantitative Data
(To determine weighted
attributes)
RFP Scores, Weighted
Weighted Scores, Combined
RFP Sources
To calculate
weighted attributes
(quantitative)
• RFP1
• RFP2
• RFP3
• RFP4
• RFP5
To determine
proposal framework
(qualitative)
• RFP6
• RFP7
• RFP8
• RFP9
• RFP10

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Proposal Research Presentation