Proposal Writing: An Art and a Science November 10, 2007 · 2018. 4. 4. · Proposal Writing: An...

Proposal Writing: An Art and a Science November 10, 2007

Proposal Writing: An Art and a Science ©copyright 2007 by William E. Beardslee, P.L.S., P.E., P.P.

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NEW JERSEY SOCIETY OF PROFESSIONAL LAND SURVEYORS

presents

A SEMINAR BY BILL BEARDSLEE, P.L.S., P.E., P.P.

PROPOSAL WRITING: AN ART AND A SCIENCE


Proposal Writing: An Art and a Science

OUTLINE

I. INTRODUCTION A. Scope of Seminar

II. OVERVIEW - WHAT IS THE PROPOSAL?

III. AS A CONTRACT A. Basic Legal Requirements

B. Technical



IV. AS A MARKETING TOOL A. Target Clients

B. Emphasize Your Strengths

C. Familiarization with Company Name

V. AS A MANAGEMENT TOOL

A. External

B. Internal

VI. AS AN ACCOUNTING TOOL

A. Budget

B. Collections

VII. SUMMARY



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Survey Cost Analysis © copyright 2009 by William E. Beardslee, P.L.S., P.E., P.P.

Type & Purpose of Survey

Each surveyor should confer with the client to determine the purpose of any surveying service. The specific purpose of a survey may determine the category of services needed, the information required and the work to be done.

Receive clear explanations of the services being offered or provided and how much they cost.



What is a Proposal?

Webster’s says: A plan, offer, etc., presented for acceptance or rejection.

Black’s Law Dictionary says: An offer, by one person to another, of terms and conditions with reference to some work or undertaking, or for the transfer of property, the acceptance whereof will make a contract between them.



Our Definition:

A detailed written document used to search for, obtain, manage, and complete professional service projects.



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Skills required for proposal writing:

Subject matter expert

Marketing and sales

Match clients expectations and evaluation criteria

Turn facts into a reason to choose your proposal

Proposal Writing ©copyright 2011 by William E. Beardslee, P.L.S., P.E., P.P.


Creativity

Do not use boiler plate in description of project or scope

unless answering a specific technical requirement.

Writing

Message needs to be easily read and understood by

the evaluator.

Words should communicate rather than impress.




When writing proposals, public speaking,

or any preparing any communication

KNOW YOUR AUDIENCE !!

Proposals are NOT one size fits all



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Malpractice Concerns

•  Practicing beyond the scope of the profession.

•  Performing unnecessary or unauthorized services.

•  Charging for work not done.




BASIC CONTRACT REQUIREMENTS

LEGAL

1. Contracting Parties. 2. Scope of Services.

WHAT you are doing NOT HOW

3. The Fee Requested With the Method of Payment (Offer)

4. Conditions of Performance 5. Signatures

(Acceptance)



TECHNICAL - SCOPE OF SERVICES

Definition:

Scope of Services is identifying and describing the work that is needed to complete the project in sufficient detail to ensure that:

•  The project team understands what is to be done. •  All of the reasonably knowable project work has

been identified.

•  Appropriate management controls can be applied.



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SCOPE

1. Procedural Path for the project

2. In Great Detail

3. Meet all Rules of Professional Conduct and

Standards of Practice

4. Clearly Expressed in Layman’s Terms and

Conversational Language

Know your audience



“Details of the scope of services to be provided are outlined herein.”

Task 2:

Global Positioning System (GPS) Control Points

Our GPS survey field crew will provide the horizontal control datum in NAD-1983. The vertical control datum will not be needed for this project. All the survey information will be based in the New Jersey State Plane Coordinate System (GIS format).



Do you include how you will perform a task in your proposal?

ANSWER: NO

Why?

ANSWER: BECAUSE NOBODY CARES !!!

Any Exceptions? ANSWER: YES – Technical RFP.



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SCOPE CREEP

Definition: The change or growth of project scope.

Goal: Manage scope creep to minimize the impact of the changes on the project.



Reasons for Scope Creep

  Pressure to deliver more than was agreed to.

  Regulatory changes.

  Market changes.

  Working along margins of knowledge.

  Poorly defined scope.



Controlling Scope Creep   Make sure all members of the team have a full

understanding of the scope. Discuss the scope in detail with the client prior to signing of the proposal.

  Include the team business members throughout the process.

  Keep to project schedule.

  Have a clear and defined Change Order process.

  Write a better scope



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AS A MARKETING TOOL

What Got You Here Won’t Get You There Marshall Goldsmith

A. First Appearance Counts 1. Letterhead 2. Graphics

3. Conversational Language

B. Target the Proposal to the Client



C. The Executive Summary The most powerful tool you have

D. No mistakes !!!!

E. A ___ ___ ___ ___ ___ B ___

C ___ ___ ___ ___ ___ ___



AS A MANAGEMENT TOOL

WHO

Have a Management Section to highlight the skills of

the Staff working on the project.

External

Internal

WHAT

The Scope of Services is the road map for the project.

External

Internal



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WHEN A time schedule will allow the professional and

the client to plan strategy and financial impact.

External Internal



MANAGEMENT

The management of your project is critical to satisfy voluminous agency requirements. The project has field (outside) and office (inside) elements.

The field elements will be supervised by Paur Key Pigh, P.L.S., (999-555-2222), a licensed surveyor, with over 25 years of experience on projects of this type. The office design will be supervised by George Washington Duck (999-555-2223), Professional Engineer, Surveyor & Planner. Mr. Duck has over 30 years of design and supervision experience on large projects of this nature.



At inception of the project, Mr. Pigh and Mr. Duck will formulate the project schedule and verify the data to be accumulated. During the study phase, Mr. Pigh will supervise the staff surveyors and consultants to assure that all required data is obtained and presented in the proper fashion.

During the preliminary design phase, Mr. Duck will supervise all design staff in preparation of the project plans. He will also lead the presentation team for all agency submissions and meetings. He will provide you with periodic progress reports to confirm adherence to the master project schedule.



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Mr. Pigh will supervise the calculations and map preparation for the record plat. After the final application is submitted, Mr. Duck and Mr. Pigh will hold a project summary meeting with you to discuss the construction schedule.





AS AN ACCOUNTING TOOL IT IS ABOUT THE MONEY ! ! !

BUDGETING Schedule Cash Flow

CLIENT - Knows in advance when funds are necessary

PROJECT MANAGER - Can plan proper use of personnel hours

HUMAN SERVICES - Can keep proper personnel available

COMPTROLLER - Can plan payment and avoid borrowing time



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COLLECTIONS The best collection agent is a properly written contract

Create a policy and be firm with it.

If they wouldn’t let you move into their facilities without paying for them, they shouldn’t use your data without paying for it.


Request For Proposal

RFP

To obtain a consistent body of information to

compare offers




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RFP answers should be:

Clear

Factual

Complete

Persuasive



The general procedure for RFP responses should be:

Acknowledge –

Restate the project in general terms.

Persuade –

Incorporate a benefit statement as soon as possible.

Substantiate –

Factual answers. Focus on features that matter to

that particular client.



Proposal Writing: An Art and a Science SMALL PROPOSAL

Wye Lee Coyote, Esq. 123 Main Street Underbrush, NJ 07000

RE: Survey Request Michael Mouse & Minerva Mouse, h/w Block 457.01, Lot 4, 31 Milton Rd Cheesecake, NJ Dear Mr. Coyote:

Yosemite Title Insurance Company has requested that our office provide a location survey in accordance with N.J.A.C.13:40-5 , with corner markers, for the client and location above referenced.

Please sign this form and return it to our office immediately, as verification of this request and authorization for our office to provide the survey services, as well as to access the property for the survey. The fee for the survey will be $850, payable on delivery of 6 copies of the survey for you.



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Please fax correct certifications to our office as soon as they are available. Very truly yours, TOON SURVEYING SERVICES

Paur Key Pigh, P.L.S.

I hereby authorize TOON SURVEYING SERVICES, Paur Key Pigh, P.L.S., to provide the above described survey.

________________________________ __________________________ Signature Date



MEDIUM PROPOSAL

Mr. Twee T. Bird 23 Bridle Way Eggplant, New Jersey 07000

Re: Lot Survey Package Block 16, Lot 10.03 Eggplant, DE

Our Proposal No. 99P00 Dear Mr. Bird:

In accordance with our discussion, we are pleased to present this PROPOSAL F0R SURVEYING SERVICES on the captioned project. It is our understanding you desire to have us provide services for the development of the captioned 2 acre lot for single family use.



Our services for the lot will include:

1. Provide a certified survey of the lot, with corner

markers, in accordance with applicable codes. 2. Provide a topography of the lot.

3. Provide a foundation and septic area stakeout (four

corners only).

4. Provide a certified foundation location survey in accordance with applicable codes.

5. Provide a certified final location survey in accordance with applicable codes.



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Our fee for these services will be Three Hundred Thousand Dollars ($300,000)payable:

On completion of survey 30% $ 90,000.

On completion of the topography 20% $ 60,000.

On completion of foundation stakeout 20% $ 60,000.

On completion of foundation location survey 15% $ 45,000.

On completion of the final location survey 15% $ 45,000

TOTAL 100% $ 300,000.

A retainer in the amount of Fifty Thousand Dollars ($50,000) will be required with acceptance of this agreement. The retainer will be credited toward your last invoice.



An executed copy of this proposal, returned to our office with the appropriate retainer and a current title search, will serve as both contract and authorization to proceed. The services will be completed within a reasonable time of your request for each element.

Thank you for the opportunity to submit this proposal. We look forward to working with you on the project.

»  Very truly yours, »  TOON SURVEYING SERVICES

»  George Washington Duck, P.L.S. »  President

I have read this proposal in its entirety and agree to all its terms and conditions. ACCEPTED BY: ______________________ _________________________ Signature Date Address _________________________ $50,000 /

Telephone No./Fax No. Retainer/Check No.



Dear Mr. Doodie:

In accordance with our meeting of February 3, we are pleased to present this PROPOSAL FOR SURVEYING SERVICES on the captioned project.

It is our understanding that you desire to develop this 15-acre parcel in accordance with the current zoning. The rear of the parcel is in the industrial zone and will be used for self-storage units. The front of the parcel, in the business zone, will be left vacant for future use.

Prior to any design, a study must be performed to determine what lands are available for development.



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The project would be divided into three phases:

I. Study Phase: Parameters are determined which set the available land and facilities available for the project.

II. Preliminary Design Phase: Using the data from the Study Phase, a design is set and submitted to the appropriate agencies for approval to construct.

III.  Construction Phase: Actual construction stakeout of all facilities with the appropriate construction drawings for your contractor.

This proposal will address only Phases One and Two. Phase Three is dependent upon what will actually be built on the site. A proposal for those services would be submitted upon approval of the project.



STUDY PHASE: During the study phase, data is accumulated for inclusion on the project plans and to define the limits available for development.

Our services for the study phase would include:

1. Provide a certified survey in accordance with applicable codes, certified to you, for the entire parcel.

2. Provide topography at a scale 1” = 50’ with a 2’ contour interval for the entire site.

3. Survey and locate the wetlands delineation on the parcel as performed by Big Bird Environmental and plot it in relation to the topography and boundaries. Prepare a wetlands location plan sufficient to file with the appropriate agencies.



4. Obtain sufficient survey data along Route 999 to determine where access to the site would meet the appropriate sight distance criteria.

5. Based on all the data obtained above, prepare a concept plan for the storage units.

6. Meet with you to discuss the concept plan. 7. Make any minor changes you request during

the meeting and provide you with 12 copies of the completed concept plan.



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Our fees for this phase of the project will be Seven Billion Dollars ($7,000,000,000), payable:

On completion of topography 25% $1,750,000,000

On completion of a certified survey 35% $2,450,000,000 On completion of the wetlands mapping 20% $1,400,000,000 On completion of the concept plan 20% $1,400,000,000

TOTAL 100% $7,000,000,000 A retainer in the amount of Seven Million Dollars ($7,000,000) will be required with the acceptance of this agreement. The retainer will be credited toward your last invoice.



These terms and conditions apply to this proposal: 1. No environmental impact statement or environmental

assessment is included in the fee other than those areas listed above. If other data is required, including any traffic study, it will be performed as an extra, at a fee to be approved by both parties prior to commencement.

2. Any survey or design of off-site improvements or improvement of existing roadways will be performed as an extra, at a fee to be approved by both parties prior to commencement.

3. Any applications required to agencies or departments other than those listed will be performed as an extra, at a fee to be approved by both parties prior to commencement.

4. The client will be responsible for all application fees. 5. Out-of-pocket expenses will be billed to you at cost plus 10%.



6. No portion of this proposal is to be construed or interpreted as guaranteeing approval by any board or agency.

7. Any additional prints required other than those listed in the proposal will be provided at a fee of Two Dollars ($2.00) per sheet.

8. If the project is suspended or delayed by the client, he will notify the surveyor in writing; and the surveyor will be compensated for all time spent to the date of suspension within fourteen (14) days of such suspension. Should the amount due the surveyor not exceed the fees paid to date, a refund will be given to the client.



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Proposal Writing: An Art and a Science 9. These hourly rates will be used for development of fees for any extra

work not included in this proposal: 3-Man Field Crew 2-Man Field Crew Principal Project Engineer & Surveyor Engineer, Grade 1 Engineer, Grade 2 CAD Operator Administrative Evening Meetings

10. The fees quoted in this proposal will be offered for acceptance until March 31, 2011. The hourly rates will be maintained until December 31, 2012, if the proposal is accepted.

11.The fees indicated in the proposal are due at the time indicated. No further services will be provided until each fee is paid. Unpaid fees will be billed with an administrative charge of 1 ½% per month. If the account is overdue beyond ninety (90) days, it will be placed with an attorney for collection. The client will be responsible for all the surveyor’s legal fees to collect the account.



12. The client will provide the surveyor with acceptance of the approval, in writing, right-of-access to the property within his control for all surveys and tests

13.This proposal covers only those regulations in effect as of October 30, 2010.

14.Payment will be made by acceptor of this contract and will not be dependent upon receiving payment from a third party not directly under contract to our firm.

Survey Cost Analysis © copyright 2010 by William E. Beardslee, P.L.S., P.E., P.P.


Seminars and in-house staff instruction available through

The Beardslee Group William E. Beardslee, PLS, PE, PP

Communication & Education Consultant

837 Seven Lakes North, West End, North Carolina 27376 910-673-2196 Cell – 973-534-0256 Email – [email protected]



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…….to the point or place of beginning.

Containing 2,230 invaluable bits of wisdom.

T H A N K Y O U !!!!!

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