proposal-generator

# Proposal Generator

## Overview

Transform proposal creation from document assembly into strategic deal architecture. This skill encodes the pricing logic, scoping frameworks, and persuasion structures that separate winning proposals from generic quotes. Every proposal should demonstrate understanding of the buyer's world, quantify value delivered, and reduce perceived risk.

## When to Use This Skill

- **New proposal creation** — Building proposals from discovery insights
- **Proposal customization** — Adapting templates for specific buyers or industries
- **Pricing strategy** — Determining optimal pricing model and structure
- **Scope definition** — Translating requirements into deliverables
- **ROI justification** — Building business case with defensible assumptions
- **Proposal review** — Improving existing proposals before submission

## Proposal Architecture

### The Winning Proposal Formula

```
Compelling Proposal = (Understood Problem × Credible Solution × Quantified Value) / Perceived Risk
```

Every proposal section should reinforce one of these elements.

### Standard Proposal Structure

| Section | Purpose | Length | Key Elements |
|---------|---------|--------|--------------|
| **Executive Summary** | Hook decision-makers | 1 page | Problem, solution, value, ask |
| **Understanding** | Prove you listened | 1-2 pages | Their situation, goals, challenges |
| **Solution** | What you'll deliver | 2-4 pages | Approach, deliverables, timeline |
| **Why Us** | Differentiation | 1 page | Credentials, proof points, fit |
| **Investment** | Pricing and terms | 1-2 pages | Options, breakdown, ROI |
| **Next Steps** | Clear path forward | Half page | Actions, timeline, contacts |
| **Appendix** | Supporting detail | As needed | Case studies, team bios, technical specs |

## Section-by-Section Guidance

### Executive Summary

The most important page. Many decision-makers read only this.

**Structure:**
1. **The Challenge** (2-3 sentences) — Restate their problem in their language
2. **Our Approach** (2-3 sentences) — How we uniquely solve it
3. **Expected Outcomes** (2-3 bullet points) — Quantified benefits
4. **The Investment** (1 sentence) — Total investment range
5. **The Ask** (1 sentence) — Specific next step

**Example Opening:**

> [Company] is experiencing [specific problem], resulting in [quantified impact]. After [discovery/workshop], we've designed a [solution type] that will [primary outcome] while [secondary benefit]. Based on similar engagements with [reference customer type], we expect [specific results]. The investment for this engagement is [range], with implementation beginning [timeframe].

**Do NOT:**
- Lead with your company history
- Use generic benefits language
- Bury the price
- Forget the clear ask

### Understanding Section

Demonstrate that you understand their world better than competitors.

**Include:**
- Their current situation (factual, not judgmental)
- Business context driving the need
- Specific challenges identified in discovery
- Goals and success criteria they stated
- Constraints they've mentioned (budget, timeline, resources)

**Structure Options:**

**Option 1: Situation → Challenge → Goal**
> Your team currently [current state]. This creates challenges including [challenge 1], [challenge 2], and [challenge 3]. Your goal is to [desired outcome] by [timeframe].

**Option 2: Quote-Led**
> As [contact name] noted in our discovery call: "[their words]." This reflects a broader challenge we've seen with [customer type] — [insight].

**Do NOT:**
- Make assumptions not validated in discovery
- Be negative about their current approach
- Include information they didn't share
- Make this section about you

### Solution Section

What you'll deliver, how, and when.

#### Approach Subsection
Explain your methodology without jargon:
- Why this approach works
- What makes it different
- How it addresses their specific challenges

#### Deliverables Subsection
Be specific and visual:

| Phase | Deliverable | Description | Timeline |
|-------|-------------|-------------|----------|
| Phase 1 | Discovery Workshop | 2-day onsite session mapping requirements | Week 1-2 |
| Phase 2 | Solution Design | Architecture document with integration plan | Week 3-4 |
| Phase 3 | Implementation | Configured system with data migration | Week 5-12 |
| Phase 4 | Training | 3 training sessions with documentation | Week 13 |
| Phase 5 | Hypercare | 30-day dedicated support post-launch | Week 14-17 |

#### Timeline Subsection
Visual timeline preferred:

```
Week 1-2    [====] Discovery & Planning
Week 3-4    [====] Design & Configuration
Week 5-8    [========] Implementation Sprint 1
Week 9-12   [========] Implementation Sprint 2
Week 13     [==] Training & Documentation
Week 14-17  [========] Hypercare & Optimization
```

#### Assumptions & Dependencies
Explicitly state what you need from them:
- Stakeholder availability for [X] hours per week
- Access to [systems/data] by [date]
- Decision authority present for [milestone] reviews
- [Resource] assigned as project owner

### Why Us Section

Differentiate without bragging.

**Structure:**
1. **Relevant experience** — Similar customers, similar problems
2. **Unique approach** — What you do differently
3. **Proof points** — Results from comparable engagements
4. **Team fit** — Why this team for this project

**Proof Point Format:**
> [Similar Company] faced [similar challenge]. We [approach taken], resulting in [specific outcome] within [timeframe].

**Do NOT:**
- List every award and certification
- Include generic company history
- Claim to be "industry-leading" without proof
- Make this longer than 1 page

### Investment Section

This is where deals are won or lost.

#### Pricing Presentation Options

**Option A: Single Price with Breakdown**

| Component | Description | Investment |
|-----------|-------------|------------|
| Implementation | [Scope description] | $X |
| Training | [Scope description] | $Y |
| Year 1 License | [Scope description] | $Z |
| **Total Investment** | | **$Total** |

**Option B: Good/Better/Best**

| | Starter | Professional | Enterprise |
|--|---------|--------------|------------|
| Core Platform | ✓ | ✓ | ✓ |
| Advanced Analytics | — | ✓ | ✓ |
| Dedicated Support | — | — | ✓ |
| **Investment** | $X/mo | $Y/mo | $Z/mo |

**Option C: Modular/Build-Your-Own**

| Module | Description | Investment | Required? |
|--------|-------------|------------|-----------|
| Core Platform | [Description] | $X | Yes |
| Module A | [Description] | $Y | Optional |
| Module B | [Description] | $Z | Optional |

#### ROI Justification

Include a defensible ROI calculation:

> **Investment:** $100,000
>
> **Expected Returns:**
> - Time savings: 20 hours/week × $50/hour × 52 weeks = $52,000/year
> - Error reduction: 15% fewer errors × $200/error × 500 errors/year = $15,000/year
> - Revenue uplift: 5% conversion improvement × $500K pipeline = $25,000/year
>
> **Total Annual Value:** $92,000
> **Payback Period:** 13 months
> **3-Year ROI:** 176%

**Assumptions (stated clearly):**
- Current process requires X hours for Y tasks
- Error rate based on industry benchmark / their stated rate
- Conversion improvement based on [reference customer] results

### Next Steps Section

Make it impossible to misunderstand what happens next.

**Include:**
1. **Decision needed** — What you're asking them to approve
2. **By when** — Deadline for decision/signature
3. **What happens after** — First steps post-signature
4. **Key contacts** — Who to reach with questions

**Example:**
> To proceed, we need:
> 1. Signed proposal by [date] to secure [timeline/resources]
> 2. Kick-off call scheduled within 5 business days of signature
> 3. Project sponsor identified for weekly check-ins
>
> Upon signature, [Your Name] will reach out within 24 hours to schedule kick-off.

## Pricing Strategy Selection

### Pricing Model Decision Tree

```
Is the value easily quantified?
├─ Yes → Usage-based or outcome-based pricing
└─ No → 
    Is the scope well-defined?
    ├─ Yes → Fixed fee
    └─ No → 
        Is the relationship ongoing?
        ├─ Yes → Subscription/retainer
        └─ No → Time & materials with cap
```

### Pricing Model Comparison

| Model | Best For | Pros | Cons |
|-------|----------|------|------|
| **Per-seat** | Software, scalable value | Predictable, grows with customer | May limit adoption |
| **Usage-based** | Consumption-driven value | Aligns cost with value | Revenue unpredictable |
| **Flat subscription** | Consistent service delivery | Simple, predictable | May undercharge large users |
| **Tiered** | Segmented markets | Captures different WTP | Complexity in positioning |
| **Fixed project** | Defined scope, clear deliverables | Budget certainty | Scope creep risk |
| **T&M with cap** | Uncertain scope | Flexibility | Cost uncertainty |
| **Outcome-based** | Measurable ROI | Aligns incentives | Attribution challenges |

### Discounting Guidelines

| Discount Type | When Appropriate | Maximum | Require Approval |
|---------------|------------------|---------|------------------|
| Volume | Multi-year or enterprise deals | 20% | VP+ for >15% |
| Pilot/POC | Land-and-expand strategy | 50% | Director+ |
| Competitive | Documented competitive situation | 15% | VP+ for >10% |
| Strategic | Logo/reference value | 25% | Exec sponsor |
| Non-profit/EDU | Qualified organizations | 30% | Standard |

**Never discount without:**
- Clear reason documented
- Something received in return (case study, timeline, multi-year)
- Approval at appropriate level

## Industry-Specific Customization

### Healthcare Proposals

**Must Include:**
- HIPAA compliance statement
- BAA (Business Associate Agreement) reference
- Data handling and security section
- Implementation approach that minimizes clinical disruption
- Reference customers in healthcare (with appropriate permissions)

**Language Adjustments:**
- "Patients" not "users"
- "Clinical workflows" not "business processes"
- "Care quality" not "efficiency"
- Emphasize patient outcomes alongside operational benefits

### Financial Services Proposals

**Must Include:**
- Security and compliance certifications
- Data residency and sovereignty details
- Audit and reporting capabilities
- Vendor risk assessment support
- Regulatory compliance mapping (SOX, PCI, etc.)

**Language Adjustments:**
- Emphasize risk mitigation
- Lead with security
- Include regulatory references
- Focus on accuracy and auditability

### Technology/SaaS Proposals

**Must Include:**
- Technical architecture overview
- Integration approach and APIs
- Scalability and performance specs
- SLA terms
- Migration/implementation methodology

**Language Adjustments:**
- Can be more technical
- Emphasize innovation and roadmap
- Focus on developer experience
- Include technical proof points

## Quality Checklist

Before sending any proposal, verify:

### Content Quality
- [ ] Executive summary can stand alone
- [ ] Every claim has a proof point
- [ ] ROI calculations have stated assumptions
- [ ] Timeline is realistic and specific
- [ ] Scope matches what was discussed

### Formatting
- [ ] No typos or grammatical errors
- [ ] Customer name correct throughout
- [ ] Contact names and titles accurate
- [ ] Dates are realistic (not already passed)
- [ ] Page numbers and TOC match

### Persuasion Elements
- [ ] Addresses their stated priorities
- [ ] Includes relevant social proof
- [ ] Risk mitigation is present
- [ ] Call to action is clear
- [ ] Urgency is appropriate

### Commercial
- [ ] Pricing approved by appropriate level
- [ ] Terms are current and accurate
- [ ] Validity period is stated
- [ ] Payment terms are clear
- [ ] Any discounts are documented

## Resources

### references/
- **pricing-playbook.md** — Detailed pricing strategies by deal type and customer segment
- **objection-responses.md** — Common proposal objections with responses
- **industry-templates.md** — Industry-specific content blocks and compliance language
- **roi-methodologies.md** — Defensible ROI calculation frameworks by use case

### scripts/
- **roi-calculator.py** — Generates ROI analysis from input parameters
- **proposal-validator.py** — Checks proposal against quality checklist

### assets/
- **proposal-template.docx** — Branded proposal template with placeholders
- **pricing-tables.xlsx** — Pre-built pricing table formats
- **timeline-template.pptx** — Visual timeline templates