| Preface | xi |
| About the Author | xv |
| Part 1 | Perfect Phrases for Business Proposals | 1 |
| Chapter 1 | Typical Format: Matching Expectations | 3 |
| Letter Proposal Format | 5 |
| Formal Proposal Format | 7 |
| Chapter 2 | Client Needs: Address Perceived Needs | 10 |
| Power Paragraph | 10 |
| Applicable Proposal Sections | 12 |
| First Goal: State What the Client Feels Are Its Needs | 13 |
| Second Goal: State the Immediate Purpose of Meeting Those Needs | 16 |
| Conclusion: State the Longer-Term Benefit of Meeting Those Needs | 18 |
| Chapter 3 | Project Goals: Perfectly Match the Client's Goals | 20 |
| Power Paragraph | 20 |
| Applicable Proposal Sections | 21 |
| First Goal: State What the Client Feels Are Its Goals | 22 |
| Second Goal: State Why That Goal Was Chosen | 25 |
| Conclusion: State That the Goal Is Achievable | 27 |
| Chapter 4 | Expertise: Target the Client's Exact Needs | 29 |
| Power Paragraph | 29 |
| Applicable Proposal Sections | 31 |
| First Goal: Explain What Type of Expertise Is Required for the Project | 32 |
| Second Goal: State Your Company's Special Expertise That Matches the Project Needs | 35 |
| Conclusion: Summarize Your Company's Relevant Experience | 37 |
| Chapter 5 | Targeted Message: Adjust to Client Circumstances | 39 |
| Power Paragraph | 39 |
| Applicable Proposal Sections | 41 |
| First Goal: State That the Client Has Special Needs or Unique Circumstances | 42 |
| Second Goal: Explain How the Proposal Is Unique for the Client | 45 |
| Conclusion: State That the Proposal's Unique Features Will Produce the Best Solution for the Client | 47 |
| Chapter 6 | Deliverables: Fit the Client's Goals | 49 |
| Power Paragraph | 49 |
| Applicable Proposal Sections | 50 |
| First Goal: State What the Client Has Requested as Deliverables | 51 |
| Second Goal: List What Additional Deliverables Will Be Provided | 54 |
| Conclusion: Explain How the Deliverables Meet the Client's Goal | 56 |
| Chapter 7 | Cost: Deliver High Value | 58 |
| Power Paragraph | 58 |
| Applicable Proposal Sections | 60 |
| First Goal: State the Cost of the Proposal | 61 |
| Second Goal: List the Client's Expectations Regarding Goals | 63 |
| Third Goal: Mention the Extras That Exceed Expectations | 65 |
| Conclusion: Explain That Your Proposal Is a Perfect Fit | 67 |
| Chapter 8 | Value Added: Clear Benefits for the Client | 69 |
| Power Paragraph | 70 |
| Applicable Proposal Sections | 71 |
| First Goal: Identify the Value Added Beyond the Proposal's Immediate Goals | 72 |
| Second Goal: Explain the Benefit of the Added Value | 74 |
| Conclusion: State How That Benefit Leads to Future Opportunities | 76 |
| Part 2 | Perfect Phrases for Business Plans | 79 |
| Chapter 9 | Business Strategies | 81 |
| Common Strategies | 81 |
| Chapter 10 | Typical Format: Matching Expectations | 87 |
| Business Plan Format | 87 |
| Section Format | 92 |
| Chapter 11 | Customers: Great Ones Make Great Businesses | 95 |
| What Is a Power Paragraph? | 95 |
| Power Paragraph | 96 |
| Applicable Plan Sections | 97 |
| First Goal: Define the Customer Group | 98 |
| Second Goal: Show Importance and Spending Patterns | 101 |
| Third Goal: Add Emphasis Appropriate for the Business Strategy | 104 |
| Conclusion: Restate That a Large Customer Group Needs the Product or Service | 107 |
| Chapter 12 | Market Drivers: The Building Blocks of Success | 110 |
| Power Paragraph | 111 |
| Applicable Plan Sections | 112 |
| First Goal: Identify the Market Drivers | 113 |
| Second Goal: Show Impact on Customers | 116 |
| Third Goal: Add Emphasis Appropriate for the Business Strategy | 118 |
| Conclusion: Restate That the Company Can Capitalize on the Opportunity | 121 |
| Chapter 13 | Market Size: Offer Plenty of Room for Growth | 124 |
| Power Paragraph | 125 |
| Applicable Plan Sections | 125 |
| First Goal: Describe the Market and Indicate Its Size | 126 |
| Second Goal: Explain Why the Market Is Growing | 129 |
| Third Goal: Add Emphasis Appropriate for the Business Strategy | 131 |
| Conclusion: The Company Is Relevant to Why the Market Is Growing | 134 |
| Chapter 14 | Market Niche: A Space That Produces Profits | 137 |
| Power Paragraph | 138 |
| Applicable Plan Sections | 139 |
| First Goal: Describe the Market Niche | 140 |
| Second Goal: Explain Why Your Product or Service Is a Good Fit for That Niche | 143 |
| Third Goal: Add Emphasis Appropriate for the Business Strategy | 146 |
| Conclusion: The Company Has Chosen a Market in Which It Can Compete Successfully | 149 |
| Chapter 15 | Competitive Advantage: How You Stand Out | 151 |
| Power Paragraph | 152 |
| Applicable Plan Sections | 152 |
| First Goal: Describe the Advantage | 153 |
| Second Goal: Explain Why the Advantage Is Important | 156 |
| Third Goal: Add Emphasis Appropriate for the Business Strategy | 159 |
| Conclusion: The Company's Key Advantage Will Give It a Significant Market Share | 162 |
| Chapter 16 | Margins: Predicting Business Strength | 165 |
| Power Paragraph | 166 |
| Applicable Plan Sections | 167 |
| First Goal: State What Your Margins Are and How They Compare with Typical Margins | 168 |
| Second Goal: Explain the Business Factors That Allow You to Have Strong Margins | 171 |
| Third Goal: Add Emphasis Appropriate for the Business Strategy | 174 |
| Conclusion: Emphasize That Your Margins Will Continue to Be Strong | 177 |
| Chapter 17 | Start-Up Costs: Justified by the Market Opportunity | 180 |
| Power Paragraph | 181 |
| Applicable Plan Sections | 182 |
| First Goal: State the Amount of Money Needed and How It Will Be Used | 183 |
| Second Goal: Explain the Impact of the Investment | 186 |
| Third Goal: If More Money Will Be Needed Later, Explain When and How Much | 189 |
| Conclusion: The Money Will Provide You a Significant Position in the Market | 191 |
| Chapter 18 | Founder Financing: Show Commitment to the Business | 194 |
| Elements of the Power Paragraph | 195 |
| Applicable Plan Sections | 195 |
| First Goal: State the Amount of Money Needed and How Much Is Needed from Outside Investors or a Bank Loan | 196 |
| Second Goal: State the Company's Current Funding, Which Explains How It Has Been Financed to Date | 199 |
| Conclusion: State the Company's Investments and Outstanding Loans After This Round of Financing | 202 |
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