Writing proposals

[donk]

Anyone have any suggestions for resources to learn how to write effective proposals or advice on what to do to write a great one?

I've been writing them and can't seem to get a project.

[Cardinal]

I feel your pain. The challenges are that there is little work and many consultants, that prices have been slashed, and that clients tend to go with a familiar name or a consultant with a long list of projects. Never mind quality.

The first thing is to answer the client's needs in the format they request. They are comparing 20+ proposals and they are less likely to take the time to read through one that is in another format.

I have begun providing a short summary following the cover letter, touching on the most important issues and stressing my ability or qualifications on each topic.

Stress your credentials. Resumes should make you look among the best planners out there. You should have an extensive project list, and a handful of great project examples in the proposal. Throw in copies of articles you have written that establish subject expertise.

Eye candy is important. Dress up the proposal with an attractive font, headings, color, and of course, an easily-read format. Throw in pictures, and I like to use diagrams to help convey concepts or work flows. Use an attractive cover and binding.

If possible visit the client or at least talk or exchange an email with them. Tour the site and take photos to include in the proposal.

[Raf]

I agree with what a lot of what cardinal just said. Also, look at price. Unfortunately you have to trim the fat. A lot of it. If you loose a potential project follow up with a phone call to the reasoning why, especially if you interview for the project.

One tact that landed us 2 big jobs last year and kept us employed was that we began preliminary work on some items that were in the proposed scope (a walkability assessment sheet and a preliminary study of opps & constraints for a corridor). This really impressed the interview panel on both occasions since the material was based on the City's own on the ground existing conditions. Yes, it was a costly upfront effort, but if you carefully track the time and include it in the proposed budget, you may be able to recover the costs later.

[nrschmid]

I don't think there is a GREAT proposal so much as the most feasible one, and each RFP is different. However a few things to keep in mind.

#1. Address ONLY items outlined in the scope of services. Nothing more and nothing less. Too many firms don't know how to read and follow directions. Building off Cardinal, if you can't assemble the right team of experts and a solid work load, don't even bother unless you are 500% sure that the bid is just a due diligence formality (and you are working behind the scenes with a key player).
#2. Federal, state, and "some" regional/local agencies will post the bids from each firm and announce which firm was awarded the contract. You might not see the actual bid, but it will give you a ballpark figure as to what competing firms are bidding.
#3. Resumes should be tailored to the project. Include training, certifications, professional involvement (use with care), and maybe a brief elevator speech outlining who you are and what you bring to the table (again this is tailored). Unlike a personal job resume, a bid resume is typically organized by projects. Some firms give a laundry list, others give a one or two sentence description for each project. Limit your resume to one page: the agency is going to skim through this as they plow through the rest of the bid before plunging into the other bids.
#4. Include project description sheets (also called cut sheets). Cardinal talked about this. These are 1 page project descriptions. They will include the who, what, when, where for specific projects. They may also include a project reference (the client) and/or a few graphics. Sometimes a cut sheet is organized by services (comprehensive plans, TODs, etc.).
#5. Project Team. Who you team up, or who chooses to bring you on as a sub, also plays a big role. Teaming up with a specialized firm will help meet the scope. Firms that provide different services team up for many different benefits: to piggyback on one project to lead to another, to mutually benefit (more rare), etc.
#6. Cost/Budget. Varies not only by RFP but also by the competitive nature of the business environment. Working in private sector planning in Chicago, EVERY bid was broken down dollar by dollar even for the most mundane tasks. I am working in a much smaller metro area now with far fewer firms so we don't have to itemize everything in the bid. Regardless, you still need to provide a realistic budget, even if its not hashed out in great detail. Fixed budgets takes out the guesswork determining what your competitor is bidding, but don't think that makes it easier.
Overhead is calculated in different ways by different firms. At my last job, administrative staff were considered people as part of the project team. At my current job, their services are absorbed into the project overhead costs. Billable rates may vary depending on the intended client. Lowest are usually municipal projects, developer is somewhere in the middle, with expert witness contracts sometimes as high as double the standard billable rate. Transportation projects and other state/federal projects may dictate what the acceptable hourly billable rate is.

Non-content specific:
**Who do you know on the decision-making team? This plays a pivotal role. In some rare cases, you might already have the work lined up and the bid is just a due diligence formality. However, no matter how close your connections, it is never a guarantee. This is why my last firm struggled in the past few years to get planning/design work in the suburb they worked in!