Executive Summaries
An
executive summary is a crucial segment of a proposal. In the executive summary, the author needs to
ensure that whoever is making the decision on the contract is given a firm idea
of who the business presenting this proposal is, and why they must be selected
above all others. Included in the
summary is information about yourself, and what you are proposing for the
client to understand about you, and what you are offering. All of this needs to be explained in
one-to-two pages. An executive summary
can be compared to an “elevator pitch”, wherein your summary should be able to
be delivered within the time span of an elevator ride. It needs to quickly and simply define your
organization and its value proposition.
Introductions in executive summary
Needed
in an executive summary are an introduction of your organization or business,
what you can deliver to the client, and persuasion on why you are the best
choice for the job. This includes
demonstrating how your product or service will benefit the client, and how your
product or service is undoubtedly superior to the competition. You should also address how you will meet the
evaluation criteria provided within the RFP.
What
matters most in not only the executive summary, but the proposal as a whole is
hopefully an answer to the question, “Why you?”
Your goal in the executive summary is to persuade the decision maker to
accept your proposal without needing to examine any further.
Establishing proposal themes in your executive
summary
Reasoning
as to why your company should be chosen can be defined as a theme to your
proposal, and should be apparent throughout.
Themes should be informative, and show they best benefit the customer. It is important to establish your themes in
the executive summary so that both your content and the presentation you
present are built around the reasons why you’re the best choice for the
job. It is also important to utilize win
themes in the executive summary. Explain
why you deserve to win through these themes, and provide examples of how you
have accomplished your claims.
Showing understanding of the requirement
Incorporate
the client and their needs into your summary, explain in writing why accepting
your proposal will benefit them the most.
Persuasion is the goal.
Introduce team partners
If
your proposal is a joint or team-effort, the executive summary is the place to
present them to the client. Describe
your team, and the significance of this partnership to the client. Utilizing a table here can be a useful
strategy, as it allows you to illustrate how numerous members are important to
the project. Ensure to point out what
your team offers, what the teammates bring to the effort, and what you offer
together.
Format
Graphic
design is something that should always be utilized in an executive
summary. The summary should not merely
have numerous graphics attached, but try and think of the executive summary as
a graphic itself. Utilize different
varieties of text formatting, or varying typefaces. It should stick out immediately to the client
reading your proposal. Consider
utilizing organizational charts, or tables and matrices. Ideally, the executive summary should be an arms
length, and grant the client all the immediate information.
