Writing Short Proposals

UNIT 3 WRITING SHORT PROPOSALS and Recommendations

AND RECOMMENDATIONS

Structure

3.0 Objectives
3.1 Warm Up
3.2 Solicited and Unsolicited Proposals
3.3 Short and Long Proposals
3.4 Important Tips to Write Effective Proposals
3.5 Grammar: The Passive Form
3.6 Let Us Sum Up
3.7 Answers

3.0 OBJECTIVES
After going through the unit, you should be able to:

x understand why proposals are written

x identify the features of a proposal
x identify the parts of common kinds of proposals

3.1 WARM UP
What do you understand by the word “proposal”?
Have you ever proposed to your friends to go for a picnic from school? How
did you plan for it?
Suppose your uncle who has come from Australia gives you a gift cheque of
rupees ten thousand. How do you propose to spend this money?

Any activity or project undertaken in a business organization needs to be

formalized and documented. Before launching a project, all aspects involved
in it will have to be visualized in order to arrive at the benefits that will
accrue from it. This is documented in a proposal. If the proposal is viable
then the project is undertaken. After the completion of the project, a report is
submitted. The report will indicate the success of the project and whether the
objectives stated in the proposal have been achieved or not. Reports become
the basis for future proposals. Proposals and reports are thus integral to the
functioning of any organization.

A proposal indicates the direction of a future action. Any action begins with
an idea. The idea develops into a plan of action. The plan needs to be
elaborated upon. The prospects and consequences of the plan need to be
visualized. If the plan shows promise of being executed, then it needs to be
written down with the costs worked out. This document is called a proposal.
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Writing Reports and The proposal is scrutinized by colleagues, superiors or authorities within an W
Proposals a
organization or by outside clients and approved or rejected based on its
viability and financial implications.

Written proposals form the basis for projects undertaken by an institution,

organization, or a business firm. They serve as blueprints for projects and
sources of reference during and after the execution of projects.

Oral presentations of proposals are also made before a select audience,

especially if the project is undertaken for an outside client.

3.2 SOLICITED AND UNSOLICITED

PROPOSALS
A proposal can be in the form of a short letter or a long document with
supporting graphics and visuals. A business proposal is an unsolicited or
solicited bid for business. There are two types of business proposals that can
help you gain more business to grow your company.

Solicited Business Proposal: A corporation or government body is seeking a

business to fulfill a project or complete a task and thereby allows companies
to bid for the project. An open bid is placed on the market with several other
companies competing for the spot. The winning candidate is offered the
project.

Unsolicited Business Proposal: At some point, your small business may

want to do business with a larger company or forge a joint venture.

A well-written business proposal can win the hearts and minds of your target
audience.

What's the Difference Between Solicited and Unsolicited Proposals?

A solicited proposal is when the customer asks for a proposal while an

unsolicited proposal is when you send them a proposal they haven’t even
asked for. Solicited proposals are usually sent to customers who issue a
“Request for Proposal” or RFP. When a customer wants something that is too
complicated to pick up at the store or order from a vendor, they often write
down a description of it and issue it as an RFP.

A solicited proposal provides you with a description of what the customer

wants. Many also provide you with formatting instructions for your proposal
and the evaluation criteria that will be used to make a selection.

Sometimes you will make a suggestion to a potential customer and they will
ask you to submit a proposal so that they can consider your suggestion. This
counts as a solicited proposal because they are expecting it and you have a
chance to talk to the customer and gain an understanding of their needs.

An unsolicited proposal is sent to a customer who has not requested it.

80 Unsolicited proposals must be especially convincing since the customer has
not anticipated, planned, or budgeted for the proposal. With an unsolicited Writing Short Proposals
and Recommendations
proposal you run the risk that the customer won't even bother to read it, since
they didn't ask for it. However, the lack of competitive pressure in an
unsolicited proposal often makes up for the risk.

ACTIVITY 1

Imagine that you have won one crore rupees in a game show. You now
have to plan and decide how best to spend this money.

Write out your plan of action giving reasons for spending the money in
the manner you have decided.

…………………………………………………………………………..
…………………………………………………………………………..
…………………………………………………………………………..
…………………………………………………………………………..

While doing this activity you needed to make some kind of a plan to carry out
your action and also find convincing reasons to spend the money in a
particular way. For example, if you decided to buy a car the reason would be
that you don’t have a car and maybe your parents would also be happy about
it. Your proposal to buy a car seems plausible. This is an example of making
a proposal in real life before launching on the action.

3.3 SHORT AND LONG PROPOSALS

In the business world you need to make similar kinds of business proposals
for various reasons. It is the length of the proposal which determines its size.
A proposal written by one person is generally short whereas a long proposal
may have 6 or 7 authors. Given below are some basic differences between a
short proposal and a long proposal

SHORT PROPOSAL LONG PROPOSAL

1) Has a single author Has multiple authors
2) There’s no one else to Every member must be
communicate with and discuss consulted and updated about
the ideas
3) Written work is a lonely Written work is collaborative
process
4) Author illustrates , formats and Once writing is completed,
prepares the final copy desktop illustrators the work
publishers and production staff
complete
5) Individual develops the Group develops the proposal
Proposal

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Writing Reports and Structure of a business proposal W
Proposals a

A business proposal contains these elements:

x cover letter
x title page (title, name of representative & designation with a signature,
and date)
x executive summary
x table of contents & list of figures
x introduction
x background
x procedures
x equipment and facilities
x management plan
x appendices

Let us look at each one of them:

1. The Cover letter is addressed to the client and also states the purpose of
the proposal. It states the solutions you will be providing which will
benefit the company. It should also include the proposal title, name of
the representative together with the designation, date and signature.

2. The title page includes the title of the proposal, name of the person or
company to whom the proposal is being submitted, the person submitting
the proposal and the date of submission. If organisations specify
requirement of more information on the title page it should also be
included.

TITLE PAGE

Proposal for Acquiring Additional Floor Space for

KIDS’ WORLD, Vishakhapatnam Branch

6XEPLWWHGWRWKH*HQHUDO0DQDJHU
.,'6¶:25/'


%\WKH5HJLRQDO0DQDJHU9LVDNKDSDWQD
%&  &'''

What information does this page give you?

What is being proposed?

To whom is it addressed?

By whom is it proposed?

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3. Executive summary is one of the most important parts of a proposal. It Writing Short Proposals
and Recommendations
consists of the summary of the basic objectives of the proposal, the
methodology to be followed, the time span of the project etc. Both long
and short proposals need to have an executive summary.

EXECUTIVE SUMMARY

It is proposed that the floor space of KIDS’ WORLD, Vishakhapatnam be increased
in view of the tremendous increase in the volume of sales over the past three years.
The first floor of the present premises has been identified as suitable for the purpose.
The cost of investment for the lease can easily be compensated for by the returns on it
by way of increased sales.

4. Table of contents and list of figures: this is generally found in long

proposals. Short proposals do not require this.

5. Introduction: the purpose of the proposal is stated in the introduction. It

is generally stated using the infinitive form of the verb:

To bid for …
To recommend…
To supply…

The introduction also shows that you have understood the problem and know
how to tackle the problem. The boundaries of the project should also be
defined. A long proposal also includes the list of individuals who would be
associated with the project together with a brief resume of each individual.
Some short proposals also include this kind of a list.

6. Background: In Short proposals the background can be omitted, but in long

proposals it is pertinent to give the background of the individuals or company
preparing the proposal .It talks about previous work completed on similar or
identical projects, evaluation of related projects and a statement on how the
projects taken earlier of a similar kind will facilitate/ help in the completion
of this project. For example:

BACKGROUND

Kids’ World, Vishakhapatnam has been doing brisk business since its
inception in the year 2005. It is located in the main shopping area of the
city. Its central location has been a reason for the growing business. The
concept of a retail outlet exclusively for children is fairly new to this city
and there are very few shops here that offer such a wide range of toys
including educational CDs, DVDs and storybooks. The shop also stocks all
ancillary items for school-going children, including stationery, shoes, gift
items etc. The demand from the clientele for a variety of other items is so
great that the present floor space of 2000 sq. feet is just about adequate for
stocking and display.

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Writing Reports and 7. Procedures briefly state plans which will meet the needs of the client. W
Proposals a
This also describes how the work will be undertaken including
implementation of the schedule and the services to be provided to the
organisation.

8. Equipment and facilities talks about the facilities required for the project
and the equipment required to carry on the project smoothly.

9. Benefits: These could be the following:

BENEFITS
™ Increased visibility
™ Increased volume growth in sales
™ Customer needs fulfillment
™ Increased popularity among children
™ Brand Image enhancement
™ Increased profit margin

10. Management plan states the actual functioning of the project. It tells us
the number of people involved, time bound schedules and utilization of
resources. It also includes a detail of the budget and a rationale to it. For
example:

ESTIMATED BUDGET

Lease amount for a two-year period: Rs. 30,00000
Cost of renovation and setting up display
shelves, boards: Rs. 1,00000
Capital investment in items for sale: Rs. 10,00000
Salaries for 5 sales staff: Rs. 5,00000
Salaries for 2 cleaning staff: Rs. 1,00000
Maintenance costs: Rs. 1,00000
Transport: Rs. 1,00000
Miscellaneous: Rs. 1,00000
Total Rs. 50,00000
Estimated Returns on Sales Rs. 1,000000

11. Conclusion:

This should mirror your introduction, succinctly wrapping up your

general message. If there are consequences to your proposal not being
undertaken, address them. Summarise the benefits of your proposal and
drive home that the benefits outweigh the costs. Leave your audience
thinking ahead. And, as always thank them for their consideration and
time.

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12. Appendices include visuals, maps, letters of recommendation and Writing Short Proposals
and Recommendations
endorsements.

Check Your Progress 1

The traffic on the M.G. Road is very heavy from 7am to 10pm. Two schools
and three colleges line the 5 km stretch of the road from Police quarters to
the General Street Metro station. There is no pedestrian crossing anywhere in
between. It is impossible to cross the road during the daytime. School
children and college-goers are forced to go by vehicles or public transport
even if the distance is within 1 km. Three foot-over bridges at 1.5 km
distance from each other should be built to ease the problems faced by
pedestrians.

Here is a short one-paragraph draft proposal for a public facility:

1 What is the function performed in sentences 1- 3?

...…………………………………………………………………………

...…………………………………………………………………………

2 What do sentences 4 and 5 convey?

...…………………………………………………………………………

...…………………………………………………………………………

3 What is the solution proposed in sentence 6?

...…………………………………………………………………………

...…………………………………………………………………………

4 Notice the verb forms in sentences 1-5

...…………………………………………………………………………

...…………………………………………………………………………

5 Underline the verb phrase in sentence 6.

...…………………………………………………………………………

...…………………………………………………………………………

6 What is the notion indicated by the modal verb “should”?

...…………………………………………………………………………

...…………………………………………………………………………

7 Why has the passive voice been used in sentence 6?

...…………………………………………………………………………

...………………………………………………………………………… 85
Writing Reports and W
Proposals 3.4 IMPORTANT TIPS TO WRITE EFFECTIVE a
PROPOSALS
Before writing a proposal you must answer the following questions even if it
is to yourself. This will help you to be focused in your approach and be able
to write a winning proposal. . You can use these tips both for inspiration
when writing, and like a checklist for reviewing a draft proposal

x Who: who will do the work, who will manage the work, who does the
customer call if there is a problem, who is responsible for what

x What: what needs to be done/delivered, what will be required to do it,

what can the customer expect, what it will cost

x Where: where will the work be done, where will it be delivered

x How: how will the work be done, how will it be deployed, how will it be
managed, how will you achieve quality assurance and customer
satisfaction, how will risks be mitigated, how long will it take, how will
the work benefit the customer

x When: when will you start, when will key milestones be scheduled,
when will the project be complete, when is payment due

x Why: why have you chosen the approaches and alternatives you have
selected? Why should the customer select you?

Check Your Progress 2

Reproduced below is a proposal presented as one chunk. Section it and write

suitable headings for each section using the table of contents given below.

Proposal for setting up a 24 x 7 café on the campus submitted to the Vice

Chancellor, XYZ University, by Pankaj Mongia, President XYZ Participants’
Association

Table of Contents

Executive Summary

Statement of Problem

Objectives

Plan Proposal

Work Plan

Total Budget Estimates

Conclusion

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Economic, technological, informational, demographic and political forces Writing Short Proposals
and Recommendations
have changed the way people live and work. These changes and the rate of
change will continue to accelerate. Educational institutions like businesses,
communities and families, must adapt to changing conditions to thrive. These
institutions are struggling hard to keep pace with the astonishing rate of
change in students’ lives outside these institutions. Students will spend their
adult lives in a multitasking, multifaceted, technology driven, diverse, vibrant
world and they must come equipped to do so.

[1]

Our institute strives to provide every student a rich experience as far as

academics is concerned. Entertainment and recreation of the students,
however, have not been duly taken care of. There is a need to provide the
students with a truly global experience so that they don’t become misfits but
work for its betterment and development. The proposal for a 24 x 7 café is an
endeavor of XYZ Participant Association to bridge the gap between
academics and entertainment.

[2]
XYZ attracts students from all over the country and across the globe. Some
of these students come from metros while others are from small towns. They
have different backgrounds and different identities. However they never get
to meet each other, know each other better, and share ideas, thoughts and
opinions simply because there is no place where they can meet and interact.
The students make small groups and spend most of their time in these groups
without bothering to introduce themselves to the members of the other
groups. They go out, eat out and enjoy only in their own groups. Recently
some students had a bitter experience when they had to go out at night in
search of food at an unearthly hour.

[3]

Following are the objectives of this proposal:

x To ensure that the students get a global experience on the campus round
the clock
x To provide the students with a place where they can refresh themselves
for the next day’s work
x To provide round the clock facilities to the students
x To blend academics with entertainment
[4]

The 21st century student is not bound by the limits of time. He/she is a 24 x 7
student. The XYZ Participants’ Association has come up with the proposal to
set up a 24 x 7 café which takes care of all the needs of the 21st century
students and provides them with a truly global experience on the campus
round the clock.
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Writing Reports and [5] W
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The 24 x 7 café will have:

x a cyber café with at least 30 computers with internet access to provide

the students with high speed internet access to explore the world wide
web.
x a cafeteria which will provide the students with fresh snacks, mini-
meals, fresh fruit juices, etc.
x a small library where the students can access books, newspapers and
journals.
x a reading room which will allow the students to sit and read books.
x a tête-à-tête hall where the students can sit and discuss the issues that
concern them.
x a TV room where the students can watch TV
x a music room with headphones and juke box where the students can
listen to music.
x a sports corner where the students can play games like carom, table
tennis, badminton etc and work out in the gym.
[6]

The entire plan will be carried out by two sub-committees* one

responsible for procuring equipment for the café and appointing personnel;
and the other one responsible for selecting the site for construction, inviting
tenders and supervising the construction of the café.

[7]

The plan will be carried out in two phases In the first phase, three best
sites for the construction of the site will be selected, the feasibility report will
be prepared and tenders will be invited.

[8]

In the second phase, when the construction would have begun, the equipment
will be procured for the café and personnel will be appointed.

[9]
1 Budget for Salaries/Wages
Personnel required
Place Manager/Instructor Attendant
Cyber Café 1 1
Cafeteria 1 2
Gym 1 -
Library 1 1
General - 2
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 Writing Short Proposals
Monthly Emoluments (per person-per month in Rs.) and Recommendations

Place Manager/Instructor Attendant

Cyber Café 5000 2500
Cafeteria 4500 2500
Gym 5500 -
Library 5000 2000
General - 2000

Budget for Equipment (in Rs.)

Air Furniture Equipment Sports Electronic Cafeteria Cyber

Conditioners (for reading for Gym Accessories Equipment (kitchen Cafe
room, (for Health (for TV & appliances
discussion hall, Club) Music including
TV and Music Room) automatic soft
room) drink vending
machines)

20,000 30,000 15,000 10,000 25,000 20,000 100000

2 Budget for Construction Related Expenditure (in Rs.)

Soft Material including electronic

equipment etc. 10,00,00

Hard Material including cement, 70,00,00

bricks etc

[10]

The aim of education in the modern world is not just limited to academics but
going beyond it. It aims at overall personality development of the students.
The educational institutions should provide the students with every possible
opportunity to grow as a professional as well as a person. The 24 x 7 café is
essentially global in nature and strives at the fusion of academics and
entertainment. It also aims at providing the students a truly rich and global
experience. There is a great need to have such multi-utility cafes on the
campus to ensure that the students have all the facilities within easy reach and
get them round the clock.

[11]

That was a proposal written by a student representative of an educational

institution. It gives you an idea of what elements need to be included in a
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Writing Reports and proposal and an overall structure of a proposal that is sent to authorities W
Proposals a
within an organization.

Appropriate language

x It is important that you use appropriate language while writing the

proposal.
x Keep the reader in mind while writing a proposal.
x Write clearly and succinctly and proceed in a logical manner.
x Avoid jargon while writing the proposal.
x The proposal should reflect your personality.
x Make cogent arguments in your favor and deal with potential obstacles
honestly.
x Strive to communicate not to impress.
x Ensure that the proposal/document is error free.
x Use visuals and graphics intelligently. Use politically correct language.
x The document should be printed on good quality paper and packaged
professionally for a good visual impact.

Check Your Progress 3

You are the sports secretary of your institution or organization. Make notes
for the proposal to be prepared for the provision of a table-tennis room on the
premises.

…………………………………………………………………………………

…………………………………………………………………………………

…………………………………………………………………………………

…………………………………………………………………………………

…………………………………………………………………………………

…………………………………………………………………………………

…………………………………………………………………………………

…………………………………………………………………………………

3.5 GRAMMAR: THE PASSIVE FORM

Read the following sentences from the reading passage:

1 The proposal is scrutinized by authorities within the organization.

2 Oral presentations of proposals are also made before a select audience.

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The underlined sentences are in the passive voice. Writing Short Proposals
and Recommendations

The passive voice is formed by using the verb and the past participle. (e.g.
bought, used, etc.) Examples:

Advanced degrees (Ph.D.) are listed on business cards…

Status is determined by age, university degrees and profession.

We use the passive in the following situations:

ƒ We often use the passive to focus on something that happens to someone,

when we do not want to focus on the person who does the action.
Example: Over 30% of Indians are employed in the agricultural sector.
ƒ The passive is often used to talk about systems and processes. Example:
The US is characterized by a ‘scientific’ approach to business. Every
aspect of commercial life is studied and analyzed.
ƒ The passive is often used in business correspondence because it is less
personal than the active voice. Example:
Thank you for your letter which was received at this branch today.
ƒ The present perfect passive is often used when we are describing changes
that have taken place. Example:
Globalization has brought the world closer together and helped to
reduce cultural diversity.
ƒ To downplay the action or when you don’t want to fix blame when
something goes wrong. Example:
The sales targets were not met.
How to form the passive with other tenses:
ƒ Present Continuous Passive
Example: I am being asked to work every weekend.
ƒ Past Continuous Passive
Example: We only noticed the mistakes when the book was being
published.
ƒ Present Perfect Passive
Example: Various models have been used to explain this concept.
ƒ Past Perfect Passive:
Example: They emailed us to say that the shipment had been delayed.

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Writing Reports and The passive forms of the verb in different tenses would look as follows: W
Proposals a

Tense Simple Continuous Perfect

Present Is / am / are + Is / am / are + being Has/have+ been
past participle + past participle +part participle
Past Was / were + past Was/were + being + Had + been + past
participle past participle participle
Future Will/ shall + be + - -
past participle

Check your progress 4

1 Change the following sentences into the passive voice. Omit the doer
where it is necessary.
i) China produces these types of telephones
……………………………………………………………………...
ii) We make water from a mixture of hydrogen and oxygen.
……………………………………………………………………...
iii) Someone hit my car from the back.
……………………………………………………………………...
iv) Employers pay many manual workers weekly.
……………………………………………………………………...
v) Madam Curie discovered Radium.
……………………………………………………………………...
vi) They announced the winners of the Nobel Prizes in Physics and
Chemistry yesterday.
……………………………………………………………………...
vii) Countries store most nuclear waste underground.
……………………………………………………………………...
viii)If there is a vacancy, we first ask suitable in-house candidates to
apply.
……………………………………………………………………...
ix) They have cleared all the roads in this area due to VIP movement.
……………………………………………………………………...
x) They elected a new mayor yesterday.
2 Rampur as a small city has changed a lot in the last 10 years. Rewrite the
sentences below about Rampur using the passive form. The first one is
done for you.

92 i) They built a new stadium. A new stadium was built.

 ii) They are building a new hospital. Writing Short Proposals
and Recommendations
……………………………………………………………………...
iii) They will finish it by next December.
……………………………………………………………………...
iv) They have knocked down the old shopping complex.
……………………………………………………………………...
v) They are going to build a new modern one soon.
……………………………………………………………………...
vi) They are constructing a new multiplex movie hall.
……………………………………………………………………...

3.6 LET US SUM UP

In this unit we have examined the need for writing a proposal, the features of
proposals and the framework of proposals. The language functions used are:
describing, justifying and persuading. In the grammar section, we
concentrated on the passive form.

3.7 ANSWERS
Check Your Progress 1

1) Sentences 1-3 perform the function of describing the situation on M.G.
Road.

2) Sentences 4 and 5 state the problem. Traffic on M.G. Road makes it
impossible to cross the road during the day time and school children and
college-goers are forced to make use of transportation even for a short
distance.

3) The solution proposed is that of building three foot-over bridges at 1.5
km distance from each other.

4) The verb forms in sentences from 1-5 are stative verbs.

5) To ease

6) The modal verb ‘should’ is indicative of obligation.

7) The passive voice used in the sentence to put the onus on the authorities
concerned.

Check Your Progress 2

Executive Summary: paras 1, 2

Statement of Problem: para 3
Objectives: 5, 6
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Writing Reports and Plan Proposal: 7 W
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Work Plan: 8, 9, 10
Total Budget Estimates: 11
Conclusion: 12

Check Your Progress 3

Do it yourself.

Check Your Progress 4

1 i) These types of telephones are produced by China.

ii) Water is made from a mixture of hydrogen and oxygen.

iii) My car was hit from the back.

iv) Many manual workers are paid weekly by employers.

v) Radium was discovered by Madam Curie.

vi) The winner of the Nobel Prize in Physics and Chemistry were
announced yesterday.

vii) Most nuclear waste is stored underground.

viii) If there is a vacancy, suitable in-house candidates are asked first to

apply.

ix) All the roads in the area have been cleared due to the movement of
VIP.

x) A new mayor was elected yesterday.

2) i) A new hospital is being built.

ii) It will be finished by next December.
iii) The old shopping complex has been knocked down.
iv) A new modern one is going to be built soon.
v A new multiplex movie hall is being constructed.

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