The document provides a guide on how to write effective project proposals to improve efficiency and success rates. It outlines the structure of a proposal, including essential sections like the cover letter, situation appraisal, project options, risks, and payment terms. Additionally, it offers advice on conducting sales interviews and setting project prices, emphasizing the importance of value and justifying pricing.

1. H O W T O W R I T E
B E T T E R P R O P O S A L S
J O N AT H A N S TA R K
V i d e o : h t t p s : / / w w w. c ro w d c a s t . i o / e / h o w - t o - w r i t e - b e t t e r- p ro p o s a l s
M a i n w e b s i t e : h t t p s : / / j o n a t h a n s t a r k . c o m

2. W H AT I S T H I S A B O U T A N D W H Y
S H O U L D I C A R E ?
• Would you like to decrease the amount of effort it takes
to write project proposals?
• Would you like to increase your close rate for your
project proposals?
• Would you like to maximize your project fees without
impacting your close rate?

3. T O D AY ’ S A G E N D A
1. Anatomy of a Project Proposal
2. Conducting a Sales Interview
3. Setting Your Project Prices

4. A N AT O M Y O F A
P R O J E C T P R O P O S A L

5. P R O P O S A L S E C T I O N S
1. Cover Letter
2. Situation Appraisal
3. Project Options
4. Risks & Assumptions
5. Why Me?
6. Payment & Terms

6. M O S T I M P O R TA N T S E C T I O N S
1. Cover Letter
2. Situation Appraisal
3. Project Options
4. Risks & Assumptions
5. Why Me?
6. Payment & Terms

7. S I T U AT I O N A P P R A I S A L
• Current situation
• Desired future state
• Perceived contribution

8. P R O J E C T O P T I O N S
• Three options
• Incremental, not ala carte
• Benefits focused

9. PAY M E N T & T E R M S
• Fixed prices
• 100% up-front
• Expiration date

10. Q U E S T I O N S ?

11. C O N D U C T I N G A
S A L E S I N T E R V I E W

12. G E N E R A L C O N S I D E R AT I O N S
• It's an interview, not a pitch
• Try to talk them out of hiring you
• Determine what the success metric is

13. I T ' S A N I N T E R V I E W, N O T A P I T C H
• Be genuinely willing to walk away
• Keep the client talking 80-90% of the time
• Never try to persuade or convince

14. T RY T O TA L K T H E M O U T O F I T
• Why this?
• Why now?
• Why me?

15. D E T E R M I N E W H AT T H E S U C C E S S
M E T R I C I S
• What does a home run look like here?
• What would be a disasterous outcome?
• What will the primary stakeholder use to
judge the success or failure?

16. Q U E S T I O N S ?

17. S E T T I N G Y O U R
P R O J E C T P R I C E S

18. G E N E R A L C O N S I D E R AT I O N S
• Scope last
• Pricing curves
• Justifying your prices

19. S C O P E L A S T
• Start with value
• Pick some prices
• Define your scope

20. P R I C I N G C U R V E S
• Might As Well
• Goldilocks
• Custom

21. J U S T I F Y I N G Y O U R P R I C E S
• "How did you calculate these prices?"
• "How many hours do you think this will take?"
• "You're twice as expensive as anyone else!
Why should we go with you?"

22. Q U E S T I O N S ?