proposal-writing

Files (4)

• README.md
• SKILL.md
• evals.json
• proposal-templates.md · references/

SKILL.md (first lines)

## Key principles

1. **Lead with their problem, not your solution** - The first thing the evaluator
   reads must prove you understand their situation. Before a single word about your
   capabilities, reflect their pain, their constraints, and their desired outcome
   back to them. A proposal that opens with "We are a leading provider of..." loses
   immediately.

2. **The executive summary is the whole proposal in miniature** - Many decision-makers
   read only the executive summary. It must contain: the problem, your solution, the
   key differentiators, quantified value, and the call to action. Nothing else belongs
   in the executive summary. Treat it as a standalone document that can win the deal alone.

3. **Quantify everything** - Claims without numbers are noise. "We reduce costs" is
   forgettable. "Clients average 23% reduction in operational costs within 90 days" is
   memorable and verifiable. Every benefit claim needs a number, a timeframe, or a
   named reference. If you don't have the number yet, find it before submitting.

4. **Tailor, don't template** - Evaluators can smell a recycled proposal. Use the
   buyer's exact language from their RFP. Mirror their terminology, their priority
   order, their section structure. Customize every named example, case study, and
   metric to their industry. A proposal that reads like it was written for someone
   else is a proposal that loses.

5. **Price to value, not cost** - Pricing anchored to your internal cost signals
   commodity thinking. Price instead to the value the buyer receives - the problem
   solved, the risk removed, the revenue gained. Present pricing in a way that makes
   the investment obvious relative to the return, not relative to your delivery cost.

---

## Core concepts

### Proposal structure

A winning proposal follows a buyer-centric arc:

1. **Cover letter** - One page. Personal, direct, references a specific insight
   about the buyer. Signed by a named executive.
2. **Executive summary** - 1-2 pages. Problem, solution, value, differentiators,
   call to action. Never a table of contents or a company history.
3. **Understanding of requirements** - Demonstrate you have read and internalized
   the RFP. Restate the buyer's goals in your own words, adding nuance they may not
   have articulated.
4. **Technical / solution approach** - How you will solve the problem. Organized by
   the buyer's priorities, not your delivery methodology.
5. **Management approach** - Team, governance, escalation, communication cadence.
6. **Past performance / case studies** - Proof that you have done this before for
   comparable clients. Each case study should mirror the buyer's situation.
7. **Pricing** - Transparent, tied to deliverables, easy to evaluate.
8. **Appendices** - Resumes, certifications, compliance matrices, supplementary data.

### Win themes

Win themes are the 3-5 central messages that differentiate your proposal from every
competitor. They are not generic strengths ("we are experienced"). They are specific,
verifiable, and tuned to this buyer's stated and unstated priorities.

A good win theme follows this formula:
> [Your discriminator] + [because] + [buyer benefit] + [proof]

Example: "Our pre-built integration layer cuts the buyer's go-live risk because all
data migrations complete in under 72 hours - demonstrated in all 14 of our last
implementations."

Every section of the proposal should reinforce at least one win theme. Win themes
should appear in the executive summary, in section headers (as "ghosting"), and in
the conclusion.

### Compliance matrix

For formal RFPs, a compliance matrix maps every stated requirement to the section of
your proposal that addresses it. It serves two purposes: it proves you read the entire
RFP, and it makes the evaluator's scoring job easier. Use "Compliant," "Partially
Compliant," or "Exception" for each row. Never leave a row blank.

Format:

| RFP Section | Requirement | Compliance | Proposal Location |
|---|---|---|---|
| 3.1.2 | System uptime >= 99.9% | Compliant | Section 4, p. 12 |
| 3.2.1 | SOC 2 Type II certification | Compliant | Appendix C |

### Pricing models

| Model | Best for | Risk to seller | Risk to buyer |
|---|---|---|---|
| Fixed price | Well-scoped, low-change projects | Scope creep | Low |
| Time and materials | Exploratory, R&D, unclear scope | Overrun budget | High |
| Not-to-exceed (NTE) | T&M with a budget ceiling | Scope creep above ceiling | Medium |
| Retainer | Ongoing advisory or support | Underutilization | Overpaying |
| Value-based / outcome | SaaS, results-tied engagements | Delivering without payment | Low |
| Milestone-based | Long multi-phase projects | Cash flow gaps | Delivery risk |

---

## Common tasks

### Write an executive summary

Use this template structure (expand each section to 2-4 sentences):

```
[PROBLEM STATEMENT]
[Buyer name] faces [specific challenge] which is causing [quantified impact].
Without action, [consequence].

[PROPOSED SOLUTION]
[Your company] proposes [solution name], a [brief description] that [primary outcome].

[KEY DIFFERENTIATORS - 2-3 bullets]
- [Win theme 1 with proof]
- [Win theme 2 with proof]
- [Win theme 3 with proof]

[VALUE / ROI]
Based on [reference or assumption], [buyer name] can expect [specific measurable outcome]
within [timeframe], representing [ROI or value statement].

From mkurman/zorai, MIT.

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