ELC3222 Workplace English for Business Students II

Unit 1
Writing Business Proposals
Introduction
What is a business proposal?
A business proposal is ‘a document used in the business world that has a goal to persuade a potential
client (another business) to purchase that company’s services or goods’ (freemanagementlibrary.com,
2021). It is a documented, formal offer to provide a product and/or service to a potential buyer (a
prospect). The business proposal documents the provider\’s bid.
A business proposal can either be a solicited or unsolicited submission by one party to supply (or buy)
certain goods or services to (or from) another. Unlike an offer, a proposal is not a promise or
commitment but, if accepted by the other party, its proposer is expected to follow through and
negotiate for the creation of a binding contract. If submitted in response to a request for proposal
(RFP), it normally constitutes a bid. (Extracted from BusinessDictionary.com)
Why are they important and why is it necessary to learn how to write them in today’s business
world?
The vast majority of companies (including engineering, marketing and accounting firms) from small
locally-based ones to medium or large-scale multinational organisations, either acquire services and
products through proposals, or try to promote their goods/services/events through these documents.
Knowing what these documents are, understanding their purpose and having the skill to be able to
write a proposal are therefore essential in today’s modern workplace.
Regardless of the discipline that you are studying now (e.g. accounting, finance, logistics,
management, marketing or engineering) and the type of company that you work for once you have
graduated, you will be required to know about, understand, use and probably write proposals.
Learning this skill now will help you as soon as you have entered the workplace. Demonstrating that
you have learnt about proposals may also give you an advantage when applying for a position in a
company.
Learning outcomes
At the end of the unit, you will be able to:
• plan business proposals effectively considering the factor of innovation
• organise your ideas logically in each section of a business proposal
• use accurate and appropriate sentence structures and vocabulary in business proposals

ELC3222 Workplace English for Business Students II Unit 1 Writing Business Proposals
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Features of proposals

Purpose: The goal of a proposal is to get your project or suggestions approved.
Audience: Proposals could be ordered/requested and then read by senior staff. The proposal
therefore remains within the company for upward transmission. Alternatively, proposals may be
requested by clients or pitched to potential clients, and so they become external documents.
Nature and status: Proposals describe projects in detail and the strategies and tactics used to
achieve their completion. They are points of reference against which the satisfactory completion
or delivery of a product or service will be checked.
Structure and language: Proposals are clearly structured in sections. Each section follows certain
steps or ‘moves’ and shows specific language features. Longer proposals also usually contain an
executive summary at the beginning to give an overview.
What is the difference between a proposal and a report?
One of the problems that people face when writing a proposal is that they get confused between
proposals and reports. They both cover a wide range of purposes, and they are both used to pass
information from one person to another, either within the same organisation or between one
organisation and another.
Activity 1 Proposals vs reports
Read the information below and then complete the table with your ideas on the differences between
reports and proposals.
There are many similarities between proposals and reports. Both contain similar sections including a
purpose and background information and often reports make recommendations, which are also a key
feature of a proposal. However, one significant difference is that proposals are usually persuasive in
nature whereas reports are more informative. In a proposal, the writer is trying to convince the
recipient to accept their idea or solution, fund a project or implement a change of some kind.
A proposal is essentially a type of business document that makes suggestions about what a
department, company or organisation should do in future (e.g. a feasibility study). Whilst a report
might have more of a tendency to focus on the past, a proposal tends to be more forward-looking.
Proposals are also often commissioned in response to a problem which needs to be solved. Proposals
also tend to express opinions supported by objective facts rather than simply to record objective facts.
Most proposals are usually short, have a single purpose and a limited scope.
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Proposals Reports
Now we have a clearer understanding of broadly what proposals are and how they differ from reports.
We should look at how to write one.
This unit is divided into three sections.
Section 1 Planning a business proposal (p.4)
This section will offer you guidance on how to develop an idea for your business
proposal. This idea can be a product, service or an event.
Section 2 Organising a business proposal (p.18)
Several organisation approaches are introduced in this section to help you structure
your ideas effectively in a business proposal.
Section 3 The language of a business proposal (p.62)
Important vocabulary and language points are mentioned in this section to help you
ensure accuracy in presenting your ideas in a business proposal.
These are designed to guide you through the processes involved in proposal writing, through an
analysis of the organisation and language use. And of course, you will be given an opportunity to
research and write a business-related proposal.
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Section 1 Planning a business proposal
Activity 2 Proposal types
Writing proposals requires information about the different types of businesses or parties involved, as
well as knowing the various forms proposals can take. How many reasons for writing a proposal can
you think of? Write them in the space below.
E.g. Asking for funds from the government
How many reasons did you think of? Check with a partner before going to the next activity.
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Activity 3 Proposal descriptions and examples of proposals
Match the following types of proposal with the correct description. Conduct an Internet search to find
examples of the proposal types listed in the following table. Write your examples in the third column,
along with brief descriptions of the proposal contents.
Type of proposal Description Example proposal
Cost proposal
( )
a. A proposal by a scientist or student
who wants to conduct some tests
Contract proposal
( )
b. A proposal describing the rights and
responsibilities of partners in an
enterprise
Business partnership
proposal
( )
c. A proposal that details the materials,
method and content etc. of a
learning programme
Proposal for an experiment
( )
d. A proposal for producing and
marketing a play
Theatrical proposal
( )
e. A proposal to acquire work on
specified projects
Proposal for a supply of
materials
( )
f. A proposal seeking investment in an
idea or company
Business plan proposal
( )
g. A proposal to supply materials for a
job or to a company
Proposal for a course of
study
( )
h. A proposal to provide pricing
information or cost estimate for
negotiations or planning a project
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Activity 4 Matching exercise
Match the underlined words (mentioned on p.1) with the correct meanings.
Word Meaning
Solicited ( )
a. An agreement in writing between two or more
individuals or entities in which a court can impose
penalties in the event one party attempts to
negate his or her promise as set forth in the signed
document
Unsolicited ( ) b. Obligation to do something
Submission ( ) c. Requested or asked for
Party ( ) d. An indication of willingness to buy or sell goods or
services for a specific price
Commitment ( ) e. Handing in something to someone
Binding contract ( )
f. A person, group or organisation etc. that takes
part in or is involved in an agreement, lawsuit or
transaction
request for proposal ( )
g. A document through which an organisation elicits
bids from potential vendors or service providers
for a desired proposed solution
bid ( ) h. Not requested or asked for
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Activity 5 Completing an extended definition
Now complete an extended definition of a business proposal using the words below.
prospective (X2) response competing identifies potential
close custom marketing capabilities
A business proposal (1) ___ and targets a specific market and shows how the bidder can
deliver (2) __ solutions to the needs of buyers within that market. It is different from a
business plan, which is mainly an instrument to obtain start-up capital by detailing the organisation
and operational aspects of the business to demonstrate its profit (3) ___.
There are two basic kinds of business proposals, solicited and unsolicited. A solicited proposal is
drafted in (4) ___ to an invitation to bid on a specific project made public by a private< br>company or government agency. Unsolicited proposals are (5) ___ brochures. They are
always generic, with no direct connection between customer needs or specified requirements.
Vendors use them to introduce a product or service to a (6) ________customer. They are often used as \”leave-behinds\” at the end of initial meetings with customers or \”give-aways\” at trade shows or other public meetings. They are not designed to (7) ________ a sale, just introduce the
possibility of a sale.
A third type of proposal is an informally solicited, or sole-sourced, proposal. Such proposals are
typically the result of conversations held between a vendor and a (8) ___ customer. The
customer is interested enough in a product or service to ask for a proposal. Typically, the customer
does not ask for (9) ___ proposals from other vendors. There are no formal
requirements to respond to, just the information gleaned from customer meetings.
A proposal puts the buyer\’s requirements in a context that favours the seller’s products and services,
and educates the buyer about the (10) ___ of the seller in satisfying their needs. A
successful proposal results in a sale, where both parties get what they want, a win-win situation.
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Innovation and Invention
Source: http://izquotes.com/quotes-pictures/quote-we-cannot-solve-our-problems-with-the-same-thinking-we-used-when-we-created-them-albert-einstein-56473.jpg
We often hear the words ‘invention’ and ‘innovation’ interchangeably. This is not absolutely correct.
Invention is about creating something new, while innovation introduces the concept of ‘use’ of an idea
or method. In other words, an invention is usually a ‘thing’, while an innovation is usually an invention
that causes change in behaviour or interactions.
Independent Learning Activity: Invention and innovation
For further information about invention and innovation, read the following article by Tom Gratsky
The Difference Between ‘Invention’ and ‘Innovation’
http://www.pbs.org/idealab/2012/03/the-difference-between-invention-and-innovation086/
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Activity 6 Terms about product development
Match the terms (1-8) with their meanings (a-j).
Term Meaning
Copyright infringement ( )
a. A payment made to the owner of a design by
someone else who uses it, or to an author by a
publisher.
Intellectual property ( )
b. An arrangement between the owner of a design and
another organisation, allowing its use in exchange
for payment
Patent application ( ) c. A name or symbol used on a product
Proprietary information ( ) d. An occasion when an inventor asks the authorities
to officially recognise an invention as their property
Royalty payment ( ) e. Designs, ideas, etc. that belong to someone
Licensing agreement ( ) f. A name used on a product
Illegal download ( ) g. The whole activity of using designs, text, pictures or
copying products without permission
Piracy ( ) h. An occasion when someone makes an illegal copy of
music, etc. from an Internet site
Trademark ( ) i. The law relating to designs, ideas, etc. that belong to
someone
Brand name ( ) j. An occasion when someone uses another’s text,
pictures, etc. without permission
Activity 7 Discussion on products
Discuss the two questions below with a partner. Be prepared to share your answers with the class.
Name a product that has become obsolete and suggest why that happened.
How do companies try to prevent illegal downloading of music and films? Will they ever succeed
completely?
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Unique Selling Point – USP
Source: http://www.melinaabbott.com/wp-content/uploads/2011/03/unique_selling_point.jpg
A unique selling proposition (unique selling point, USP) is what differentiates a product from its
competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. You should
think of a USP as what you have that competitors do not. It is therefore one of the main reasons that
a customer would buy or use it.
To have a successful USP you must clearly articulate the benefits of your product/service/event to your
customers, and this should be compelling enough to attract new customers. Many of the world’s most
successful companies have slogans which reflect these qualities and highlight the USP, namely that
their products or services:
• are memorable
• include a key benefit
• differentiate the brand
• impart a positive feeling about the brand
Below are a few examples of USPs expressed through slogans:
Carlsberg – ‘Probably the best beer in the world’
Apple – ‘Think different.’
BMW – ‘The Ultimate Driving Machine’
De Beers – ‘A Diamond Is Forever’
M&M’s – ‘Melts in your mouth, not in your hand’
KFC – ‘It\’s finger lickin’ good’
A USP is sometimes expressed as a positioning statement, which is an expression of how a given
product, service or brand fills a particular consumer need in a way that its competitors do not.
Positioning is the process of identifying an appropriate market niche for a product/service/an event
and getting it established in that area.
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For example, you can make use of the following structure when discussing your product/service/event
idea.
For (target customer) who (statement of the need or opportunity), the (product name) is a (product
category) that (stating the key benefit – that is, compelling reason to buy). Unlike (primary competitive
alternative), our product is/does… (statement of primary differentiation).
Example
For businesspeople who travel the world, the e-pen is a unique tool that helps you transfer written
notes to electronic documents instantly. Unlike existing products, our product provides an easy,
seamless connection from your hand to your computer.
TechCrunch Disrupt
‘Disrupt’ is an annual technology conference hosted by the US online publisher TechCrunch. This
three-day event, which began in 2010, includes hackathons, meet-and-greets with investors, and
special guest lectures from industry leaders. It also hosts the ‘Startup Battlefield’ competition
where entrepreneurs present their new, unseen products for a panel of judges in order to win a
US$50,000 prize (approx. HK$388,000).
Activity 8 An idea at TechCrunch Disrupt
You are going to watch Grace Choi present her idea of a new product in this competition. Watch the
video (from the start for about 6 minutes), then answer these questions. The clip can be found at:
https://www.youtube.com/watch?v=cBZHFUQiP8Q
Where did Grace study?
What is the name of her new proposed product?
What will it do?
How much is the make-up industry worth?
How much will she charge for it?
‘Who’ are her initial target market?
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What is her definition of beauty?
What is the USP of this product?
Was this a good presentation ? Why? Why not?
Activity 9 Successful products, services and events
You now need to consider what kind of project you want to write a proposal for. First, work with a
partner and together list one successful product, one successful service and one successful event that
you know of in the first column of the following table. Then, discuss these products, services and events
using the questions in the table. Make some notes.
Product Who is likely to use this
product?
What are the benefits
of this product? Could it be improved?
Service Who is likely to use this
service?
What are the benefits
of this service? Could it be improved?
Event Who is likely to attend
this event?
What are the benefits
of this event? Could it be improved?
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Activity 10 Potential product/service/event
Now individually, can you think of any ideas for a new product, service or an event?
Regarding the business project proposal in Assessment 1, can you think of a positioning statement
for the product, service or event that you would like to work on?
Dragon’s Den, a TV series
Dragon’s Den is the British version of a TV series where people can present their business proposals to
a group of wealthy potential investors. They present their ideas together with how much money
and/or professional guidance they require in return for a percentage of the business they are pitching.
The ‘Dragons’ are five wealthy successful businesspeople who are often quite ruthless in their
treatment of the people presenting their proposals. Firstly, find out more about the five Dragons and
who try to raise more capital for their business idea by presenting their ideas to the five Dragons.
Activity 11 The five Dragons
Part A: Answer these following two questions about the five Dragons:
These are the five Dragons in the episode you are about to watch.
Firstly, work together in groups and use your mobile phones, laptops or tablets to discover how
each of the Dragons made their fortunes.
Source: https://www.pinterest.com/pin/172614598188672820/
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From left to right, they are:
James Caan
Duncan Bannantyne
Deborah Meaden
Peter Jones
Theo Paphitis
Secondly out of the five Dragons, which one would you most like to meet and why?
Source: http://images.teamsugar.com/files/upl1/20/202476/29_2008/dragon\’s-den.jpg
I would like to meet __________________ because ________________
Part B: Now, watch the video from the Dragon’s Den about Jason Roberts, who is trying to raise more
capital for his business and answer the following questions. The clip can be found at:
https://www.youtube.com/watch?v=N3LcfG5IJuI
What is the name of Jason’s company?
What is he offering the Dragons?
What type of product or service is it and how does it work?
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What is the expected turnover this year? What about last year? How much was the profit
(NET)?
Why are James and Duncan ‘out’?
What ‘saves’ the pitch?
What is Peter’s offer?
What is Deborah’s offer?
Why will Peter not revise his offer?
Was this a good presentation/sales pitch?
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SWOT Analysis
Source: https://www.business-to-you.com/wp-content/uploads/2017/06/SWOT-Analysis.png
As you are thinking of a possible product/service/event for your proposal, it could be helpful to
complete a SWOT analysis. This would help you to develop a strong business strategy and carve out a
sustainable niche in your market, by making sure you have considered all of your future business’s
strengths and weaknesses as well as opportunity and threats it faces in the marketplace.
Strength and weaknesses are often internal, while opportunities and threats generally relate to
external factors.
Existing business can use SWOT analysis at any time, to assess a changing environment and respond
proactively.
New business should use a SWOT analysis as a part of their planning process.

Source: https://www.projectsmart.co.uk/swot-analysis.php
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Activity 12 SWOT analysis
Write down a number of strengths, weaknesses, opportunities and threats of a well-known local or
international company. Discuss and compare what you have discovered with those of another group.

Strengths Weaknesses
Opportunities Threats
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Section 2 Organising a business proposal
If you want to know what information a business proposal should contain, the person to ask is your
potential customer. This may be a manager in another company, or a manager in your own company
who can approve the resources you want for developing a product or service. These managers may
also need to justify their decisions to other stakeholders in their organisations, so your proposal should
take into account these stakeholders’ needs and concerns.
The goal of business proposal writing is to answer your customer\’s questions and persuade them to
select you and your ideas. Business proposal writing should be more about your customer than it is
about you. You should write your business proposal to meet your customer\’s expectations. But first
you have to know what they are. Some general advice for how to write business proposals is provided
below.

Purpose of a proposal
First you need to find out:
i) your client’s exact expectations and needs
ii) how you can fulfil their needs
Clients
You should make notes about:
i) who your client is
ii) who the decision-maker is
Once you know this information, you should consider the following questions:
i) Why has this client requested a proposal? What problem or opportunity should your
proposal address?
ii) What solution can you offer?
iii) What assurances can you provide of your suitability?
By answering those questions, you can then determine:
i) What information to put in your proposal
ii) Where to place the most emphasis
iii) How to persuade the client that you (or your company) are dependable
How are proposals organised?
As with reports, the headings and structure of a proposal may vary depending on its purpose, content
and as we have mentioned above, the needs of the customer. The structures that we are going to
look at contain all of the key elements of a proposal but clearly this also depends on the complexity of
the reader’s requirements, the amount of detail required and the purpose. The length of the proposal
and its organisation may therefore vary.
We are going to look at FOUR proposal models, namely:
• Situation – Solution – Support The S-S-S Model
• The 8 Point Proposal Plan The 8PPP Model
• The Standard Business Proposal The SBP Model
• The Project Proposal The ProPro
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The S-S-S- Model – The Situation-Solution-Support Model
One of the simplest and yet most effective structures for a proposal is the S-S-S method. This is ideal
for short written proposals but can also be used as a structure for oral pitches. This is a great structure
when your boss asks you to come up with some ideas to solve a problem at work and you don’t have
much time. However, for a more complex issue or for the assessment that you will write for this course,
you would probably need to add quite a few extra headings and sub-headings.
Situation, Solution, Support
STEP 1: SITUATION – Establish the need or describe the problem
• Summarise the case/situation briefly, focusing on the gap to be closed
• Be clear why this need/problem is worth addressing. (There may be many other competing
needs/problems: why does this one deserve attention?)
STEP 2: SOLUTION – Recommend the solution and explain its value
• Make a firm, clear recommendation
• Explain the value of your solution
• State the results to be achieved or the benefits
STEP 3: SUPPORT – Provide support for your solution
• Confirm that you are capable of implementing the solution (i.e. you can get it done on time
and on budget)
• Quote references and success cases for increased credibility
Activity 13 SSS mini-proposal analysis
Read the proposal on the next page. Although this mini-proposal does not use Situation, Solution and
Support in the sub-headings, can you identify the SSS structure?
Here are some preparation notes written by someone about this mini-proposal which she has to write.
To be read by: Board of Directors
Subject of proposal: software range
Main reason for new activity: demand from existing clients
Also include in proposal:
 Reasons for adding to product range
 Types of products, e.g. stock-control tools, online advertising applications etc.
 Resources, i.e. staff, etc…
 Extra costs
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Read the proposal and then choose the best alternative, a, b, c or d for each gap. The vocabulary in
the gap fill is useful for creating useful sentence structure for this kind of proposal.
a. discover b. search c. identify d. underline
2 a. over b. Into c. across d. through
3 a. happiness b. interest c. satisfaction d. pleasure
4 a. demand b. request c. necessity d. interest
5 a. presently b. actually c. meanwhile d. currently
6 a. matching b. tailoring c. fitting d. meeting
7 a. first b. Initial c. entry d. introductory
8 a. input b. down-payment c. output d. outlay
9 a. room b. sections c. space d. capacity
10 a. carry b. Engage c. provide d. proceed
Extending and Developing Our Product Range
Purpose
The aim of this proposal is to suggest new products we could add to our existing product range and to
1…….… ways in which the products could be developed.
Our current product range
At the moment, our company produces accounting software for small retail outlets. This software
takes managers of small businesses 2…….… the process of producing legally acceptable accounts stepby-step while producing the payroll at the same time.
The need for new products
While we know from the feedback that we are achieving high levels of customer 3…….… with our
existing products, we have to recognise that we operate in a dynamic and swiftly changing market.
Furthermore, more extensive market research among our clients has uncovered 4…….… for
compatible software to perform stock-control and ordering functions.
Resources
Our programming department 5…….… employs six systems engineers and produces regular updates
for existing products, while 6…….… them to suit individual clients. Although two engineers could be
assigned to the development of the new programs, it would probably be necessary to recruit two more
engineers for the new product team. This, in turn, would give rise to higher overheads and other
costs, particularly for salaries and equipment. I believe that the 7…….… project will take 18 months,
but at the end of that period it will generate profits which will justify the 8…….…
Other costs
Apart from the recruitment requirements mentioned above, the only extra cost I have identified in
connection with this project is a need for extra office 9…….… to accommodate the project team. As
the new products are being developed in response to demand from our existing clients, I do not
foresee extra marketing costs at this stage.
Recommendation
I therefore recommend that we 10…….… with this project as soon as it is convenient. I also think that
we need to start looking for staff and office space so that we can get this project off the ground without
delay.
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The 8PPP Model – The 8 Point proposal plan
The second structure that is easy to remember and use is the 8PPP or 8 Point Proposal Plan. If you
compare this to the S-S-S model, you will see that they essentially contain more or less the same
organisational features although the pattern is slightly different. The other key difference is that the
8PPP has filled in many of the gaps left unfilled by the shorter option. The 8PPP is useful for slightly
longer and more detailed proposals.
Activity 14 The 8 Point proposal plan
Look at the stages of the 8PPP below and complete the words in the different sections.
8 Point proposal plan
Title / S _ _ _ _ _ t
Purpose / A _ m
Need / P _ _ _ _ _ m
Proposal – solution / a _ _ _ _ n p _ _ _ _ _ _ _ _ _ _ y
Rationale / J _ _ _ _ _ _ _ _ _ _ _ n presented
E _ _ _ _ _ _ _ _ _ / Assessment
Im _ _ _ _ _ _ _ _ _ _ _ n – t _ _ e
c _ _ t
r _ _ _ _ _ _ _ s
m _ _ _ _ _ _ r
Conclusion – pr _ _ _ _ _ _ d persuasively
If you compare the models of 8PPP and S-S-S side by side you can see how similar they are.
8PPP S-S-S
Title / Subject
Purpose / Aim Situation
Need / Problem
Proposal – solution / action Solution
Rationale / Justification
Evaluation / Ass essment Support
Implementation
Conclusion Solution
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Activity 15 Practice using the S-S-S or 8PPP model
Imagine that you have been asked to put together a proposal to find an answer to one of the problems
below. Sketch out a rough draft of the problem, how you would solve it and why your solution would
work using either the S-S-S or the 8PPP model. And be prepared to share your thoughts with the rest
of the class.
The nuclear threat from North Korea
The plastic pollution problem
The ivory trade
The shark fin industry
Gender inequality
The Standard Business Proposal Model – The SBP Model
The Standard Business Proposal is a reliable, comprehensive and flexible model that can be used for
most work-related proposals.
The SBP is:
• reliable because it is tried and tested
• comprehensive because it includes all the key features required of a proposal
• flexible because it can easily be adapted to suit the purpose it is being used for
Activity 16 Organisation of a business proposal
Look at the different headings in the structure of a typical business proposal and then put them in the
correct order into the boxes in the organisational flow chart that follows.
Project costing, fees and resource requirements
Timetable / timeline / schedule
Executive summary
Client operation / business
Contract details
Proposal / solution / recommendation / action
Benefits, rationale and suggested evaluation of proposal / solution / recommendation / action
Client requirement / need / problem / objective / purpose
Persuasive overview of reputation and track record of proposal provider
Title page
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What are included under these headings?
So we now have an idea about how to structure a business proposal but what exactly should we
include under each heading?
Activity 17 Sections of a proposal
Here are TEN descriptions (a – l) of what needs to be included in a proposal. Decide which section
heading each description belongs to.
a. This is a section which is surprisingly often neglected and yet it provides a clear opportunity for the
proposer to sell their idea. Whilst the actual proposal itself outlines the steps which need to be taken,
this section provides the reasons why they need to be taken, how they can be implemented and
perhaps of equal importance, how their success and effectiveness can be measured and followed up,
if necessary.
b. This provides a last opportunity for the proposer to sell themselves / their company / organisation
/ team and clearly, their proposal. This section can also recount examples of previous successful
projects, prestgious clients, jobs which have ‘come-in’ under budget and ‘on time’ or before the
deadline, testimonials and awards. It is also a good idea to finsh with a ‘Why choose us?’ section in
which the proposer can briefly promote themselves one last time.
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c. This is a summary of the field in which the client is involved together with some background
information on the project in hand. For an in-house proposal, clearly the ‘client’ will be one’s own
company, organisation or department. For an academic proposal, the ‘client’ could be the hierarchy
within a department, a university or a government committee.
d. In this part of the proposal, you need to outline the financial implications of the proposal. This will
certainly include the proposer’s fees plus all the additional costs including manpower, equipment,
research, training and any other overheads which are necessary for the successful completion of the
project. The figures should be presented in a positive way that highlights their competitive value.
e. This should be short and to the point. The word ‘proposal’ is sometimes not even included in the
heading as it is often presented as a story.
E.g.
Marketing Proposal for ABC Limited 
New Website Development Proposal for ABC limited 
Increasing Leads Through Social Media Campaigns 
f. Clearly, this is an overview of the whole proposal. It should include a general statement of the
client’s need and the solution and how it will benefit the client in a way that promotes the proposer.
It should also mention the completion date, a general statement about the extraordinary value of the
proposal (without mentioning the actual quotation price itself) and why the proposer is the right
person / company for the job. This section is not necessary in a short proposal.
g. This may or may not be included in the proposal as it can be a very complicated legal document or
one that is, as a matter of course, presented separately from the actual proposal itself. An alternative
to including the whole contract in the proposal, is to provide a summary detailing the key points.

h. In this section the proposal should detail exactly what the client wants the proposal for. This could
be a problem that needs to be solved or it could be asking for ideas to add value to a company or
organisation. Essentially this section identifies the aim of the proposal, the needs of the client and the
reason the proposal is being requested.
i. Obviously the client will need to know when the project will be completed and how long it will take.
In fact, most clients will stipulate a deadline or completion date as part of the project brief. Depending
upon the complexity of the project, the proposer may also want to include a series of ‘mini-deadlines’
for various parts of the proposal.
j. This is arguably the most important part of the proposal as it presents how the client’s problem can
be solved or needs satisfied. This should be presented as a practical step-by-step procedure that
outlines very clearly what needs to done and how effectively the proposer can do it. This also gives
the proposer an opportunity to promote their own expertise and why the client should choose them.
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Now we know how to organise an SBP and we know what the different sections contain. What does
this all mean in reality? In the next activity, we shall apply the model to a real working example.
Activity 18 Clifford Richards Communication Limited
You work for a consultant, Clifford Richards Communication Limited which advises companies on
setting up their businesses in China.
You have been contacted by PJ Stanley, a company which specialises in providing financial and
investment advice, wealth management services and personal insurance policies to individuals and
organisations with considerable disposable incomes.
PJ Stanley are having problems ‘breaking into’ the China market and have asked you to come up with
a proposal to solve these difficulties.
Specifically, PJ Stanley are having difficulty establishing contacts and finding clients in Chungking,
Chengdu and Kunming, three of mainland China’s second tier cities, because of:
• poor Mandarin language skills among staff
• lack of knowledge about corporate law in the PRC
• limited number of contacts in three of China’s main second tier cities: Chungking,
Chengdu and Kunming

Read the excerpts a – k which form the entire Clifford Richards Communication proposal.
Then match them with the correct section headings.
Put them into the correct order.
Clifford Richards Communication Limited
a.
The main problems faced by PJ Stanley in their efforts to get a foothold in the China market are
related to difficulties establishing contacts and finding clients in Chungking, Chengdu and Kunming
because of:
• poor Mandarin language skills among Hong Kong originated staff
• lack of knowledge about corporate law in PRC among front-line staff
• limited number of contacts in the three cities
The aim of this proposal is to recommend a series of measures that can be implemented to solve
these problems.
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b.
Based upon similar cases involving previous clients, we strongly recommend the following action to
cement PJ Stanley’s position in China.
• Language skills
Short term – To ease the immediate problem, we shall investigate local translating services
in the three cities as well as in Hong Kong. Clearly using a local service in China will be cheaper
but in terms of confidentiality, Hong Kong might prove to be a better provider. We shall
advise you accordingly.
Long term – Given that many of the Hong Kong based staff are not proficient in Mandarin, we
shall also make enquiries about running regular in-house customer service and business
Putonghua classes. We have a number of providers that we have worked with before and
will obtain quotes before making a final recommendation.
Short – medium term – However, we believe that as it will take some time to see results from
this initiative, PJ Stanley need to recruit bilingual / trilingual sales staff who will be
responsible for ‘on-the-ground’ operations in Chungking, Chengdu and Kunming
immediately. We suggest these staff be divided into three specialised promotional and sales
teams operating in the three cities. We will be happy to work alongside your Human
Resources Office in the recruitment process and to assist in the vetting procedure.
c.
PJ Stanley Limited is a well-established financial services company originally founded in the United
Kingdom and now operating worldwide. PJ Stanley’s Hong Kong operation has been in existence for
over 50 years and incorporates:
• financial and investment advice
• wealth management
• personal insurance
The scope of PJ Stanley’s clients work has always been on personal clients in the upper income bracket
and so, given the enormous personal wealth generated there in recent years, PJ Stanley has been keen
to enter the mainland Chinese market. In particular, though, they are targeting China’s second and
third tier cities as cities such as Beijing, Shanghai and Guangzhou are already saturated with financial
advisers. Initial forays into Chungking, Chengdu and Kunming have so far yielded only very modest
results.
d.
This will be dealt with separately and once all of the points itemised in this proposal have been agreed
upon.
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e.
• Contacts in Chungking, Chengdu and Kunming
It is clear that contacts in the local business communities, media and government authorities
have to be established in order to make progress in China. It is equally clear that lack of
experienced, Putonghua speaking front-line staff is one of the key reasons for this
shortcoming and as such, we believe that the measures suggested to solve the first problem
should in part at least solve this one.
However, the concept of guanxi should not be underestimated and it appears that here, PJ
Stanley is in a decidedly disadvantaged situation.
For each city, we will therefore draw up a comprehensive list of:
• key contacts, local dignitaries and business leaders
• senior and influential government officials
• chambers of commerce and other professional organisations
• social, sports and professional club and societies
• media organisations particularly those focused on business, commerce, finance and
economics
Upon compiling the list, we shall work closely with PJ Stanley’s in-house public relations team
and the translation service provider to develop a bi-lingual introductory information package
for distribution in Chungking, Chengdu and Kunming.
We shall also arrange a number of presentations at venues at some of the locations on the list
as well as at major hotels in the three cities.
f.
PJ Stanley Limited, a major global financial services operator is experiencing problems accessing its
client base in China, particularly in some of China’s emerging ‘second-tier’ cities.
Clifford Charles Communications Limited has compiled a comprehensive proposal to deal with PJ
Stanley’s difficulties which include:
• language and legal training for staff
• revising staff recruitment procedures especially regarding language skills and
expertise in the legal system in China
• marketing and public relations action to promote PJS in China
Based upon CCC’s impressive record over the years helping major international firms to establish
themselves in mainland China, it is predicted that the recommendations in this document can be
achieved within budget and according to schedule.
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g.
Language skills training
Translation service – quotations to be obtained from:
First Mandarin, Hong Kong
Putonghua for You, Hong Kong
Chinese Language Services, PRC
In-house language training – quotations to be obtained from:
First Mandarin, Hong Kong
Putonghua for You, Hong Kong
PRC legal system training
Business Law in China Course, HKU – four sessions for each course
trading and foreign investment laws
import/export control
taxation
foreign economic and trade regulations
Complete package – $9,000 per participant
Individual courses – $2,500 each per participant
Quotation to be obtained for in-house course
Making contacts
Contact lists:
Chungking – contacts list
Lump sum $20,000
Chengdu – contacts list
Lump sum $20,000
Kunming – contacts list
Lump sum $20,000
Bi-lingual introductory information package
Chungking
Estimated cost for each location including
Chengdu printing and distribution costs:
$60,000 x 3 = $180,000
Kunming
Presentations
To be quoted on an event-by-event basis as details, number of attendees and
venues will vary. Estimated cost per presentation $5,000.
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h.
• PRC legal system
Since there are clearly problems understanding the complex and often contradictory content
of business law in China, we recommend that staff attend a series of training sessions under
the heading of ‘Business Law in China’ run by Prof. Edmund Xiao at Hong Kong University.
These courses are offered over four weeks and they run three times a year covering:
trading and foreign investment laws
import/export control
taxation
foreign economic and trade regulations
It might be possible to run the sessions as an in-house training course and we will certainly
discuss this with HKU. Again though, as with the language skills problem, we must advise PJ
Stanley to look closely at their recruitment policies as it seems clear that staff with
comprehensive knowledge of the legal system, particularly the corporate legal system, is
cruci al to establishing a client base and expanding it in the long run.
We shall also contact the Hong Kong Trade Development Council which publishes a Guide to
Doing Business in China annually.
i.
Increasing opportunities and improving financial services in the PRC
j.
The benefits to PJ Stanley of the recommendations outlined in this proposal are many and varied.
• Language skills
To improve the language skills of PJS staff, clearly more than one approach is required and
we believe that tackling the issue in the short, medium and long term will provide the most
effective and comprehensive solution. We also believe that liaising with language experts is
vital for effective communication in China.
• PRC legal system
As with the language skills proposals, we firmly believe that working with experts in the field
and spending time and money on training will bring about positive results in the long run.
• Contacts in Chungking, Chengdu and Kunming
We cannot stress too highly the value which must be placed on public relations and
networking in China. In order to do business, you have to meet people and in order to meet
people you have ‘get out there’ in the market place and sell your services. We are confident
that the suggestions we have proposed will provide PJ Stanley with the platform and the
audience to do business in China.
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k.
Having advised a significant number of major international companies on increasing their exposure
in China and accessing customers, we believe that here at Clifford Charles Communications Limited,
we possess:
• the expertise
• the experience
• the insight
• the contacts
to allow you to establish a solid foundation and lucrative business venture in mainland China.
l.
Language skills training
Translation service
• quotations to be obtained by 30/XX/20XX
• contract to be awarded and agreed 14/XX/20XX
• commencement of service TBA
In-house language training
• quotations to be obtained by 30/XX/20XX
• contract to be awarded and agreed 14/XX/20XX
• commencement of service TBA
PRC legal system training
• in-house quotation to be obtained by 30/XX/20XX
• contract to be awarded and agreed 14/XX/20XX
• commencement of service TBA
Making contacts
Contact lists:
Chungking – contacts list
Chengdu – contacts list Deadline 21/XX/20XX
Kunming – contacts list
Bi-lingual introductory information package
Chungking
Chengdu Deadline 28/XX/20XX
Kunming
Presentations
List of potential dates and venues deadline 07/XX/20XX
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You can find the complete Clifford Charles Communications Limited proposal at the end of this unit.
The Project Proposal Model – The ProPro
The ProPro model can be applied to any kind of project. In the activity that you are about to do, it is
applied to a service proposal but the same structure and features could be used for other kinds, for
example, a construction project proposal, a start-up business proposal or an internal proposal
suggesting a new policy.
Activity 19 Organising the sections of a proposal
The following pages contain sections taken from one kind of proposal as an example. The sections are
not in the right order. First, skim through the sections and put them in the right order. Next, supply
suitable headings for each section. You can write the headings alongside the letter at the top of each
proposal section.
a. …………………….
The service proposed is called Multiway Training, a training system that has been perfected by
PolyU Training over the last decade. As the name implies, training is done through a variety of
ways, so suiting the individuality of the learner.
Multiway training involves a number of processes that together ensure the specific needs of the
customer and the learner are met.
First the specific needs of the client are studied by observing the staff in action during their day to
day work, and examining written and spoken examples of their work. This enables PolyU Training
to tailor-make material specifically for the client. Secondly, the level of all prospective students is
checked. This ensures that students with similar needs are grouped together. During the running
of the course, a multi-thematic approach is used, with a combination of larger classes, small
tutorials and one to one teaching used together with the online element. Finally, towards the end
of the course, all students are tested again, and their level compared to that earlier.
Features and equipment
Particular features of the proposed service are highlighted below:
• Experienced professional instructors
• Tailor-made material
• Mixed mode teaching
• Small tutorials
• One-to-one teaching
• Online element
• Pre and post testing
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Benefits
If the proposed solution is accepted, Trips Dispatch will receive the following benefits:
• Specific solutions for specific needs
• Long term cost effectiveness
• Guaranteed results
The tailor-made solution to Trips Dispatch’s needs ensures that features will specifically meet all
present requirements.
b. …………………….
Trips Dispatch Hong Kong wishes to provide English language training for its staff. The purpose of
the training is to improve the communication ability of three groups of staff; customer service,
sales and delivery, in order to be able to communicate via e-mail, telephone and face to face with
the growing number of international companies that Trips Dispatch has as its customers.
The objective of this proposal is to demonstrate how PolyU Training Company’s experience can
serve Trip Dispatch’s requirements. The training suggested has been specially developed for Trips
Dispatch’s special needs.
The services offered will include online and face to face teaching, allowing staff to benefit from
the instructors’ personal instruction as well as being able to self study in their own time.
The main benefits may be summarised as follows:
• Cost-effective, reliable, high-quality training
• Savings on external instructors
• State-of-the-art technology and equipment
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c. …………………….
Trips Dispatch Hong Kong Ltd has four offices in Hong Kong. These offices are situated in Central,
Tsim Sha Tsui, Tung Chung, and Sheung Shui. At present all the sales staff and most of the back
office staff including customer service staff work in the Tsim Sha Tsui office. Delivery staff are
spread evenly among the four offices. Due to its use of state-of-the-art logistics techniques
perfected in the London market, Trips Dispatch has been capturing an increasing share of the Hong
Kong market with international companies making up a growing portion. This has led to English
becoming more important in many areas of Trips Dispatch’s business.
This proposal describes a training solution that will:
• provide specific training for groups of staff
• ensure high quality materials
• guarantee results
Trips Dispatch have stipulated the training should be completed by the end of June 2022.
d. …………………….
Proposal
for
English Language Training
Submitted to
Trips Dispatch Hong Kong Ltd
Submitted by
PolyU Training Company
Reference No:
12345
Project Director: David Nugent
Propos ed starting date: To be agreed
Proposed duration of project: Three months
Submission date: 10 September 2021
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e. ……………………
During August of this year Trips Dispatch Hong Kong asked PolyU Training Company to submit a
proposal detailing the costs and approach of setting up a training course for its customer service,
sales and delivery staff in Hong Kong.
Trips Dispatch Hong Kong head office is in London. It was established in Hong Kong in 1996 and
has expanded rapidly in the last few years. A preliminary study of Trips Dispatch’s needs indicates
that its main problem is that in the past, training companies have suggested a ‘one size fits all’
approach for all of the staff, even though it is clear that the three groups have widely differing
needs.
The purpose of this proposal is to demonstrate how PolyU Training can provide a training plan to
meet the requirements of Trips Dispatch in terms of cost, efficiency, tailor-made features, and end
results.
There is a need to introduce specific training for each group of staff in Trips Dispatch. PolyU
Training is uniquely qualified to serve Trips Dispatch as it has a well-developed training
infrastructure, capability and experience. We can offer a high quality service supported by our
online network.
f. …………………….
A contributing factor to the success of this proposal will be the management of the project. PolyU
Training’s objective in this respect will be to provide a structural approach to each stage of the
project. This will enable the project staff to focus quickly and effectively on any significant issues
that may arise.
The overall responsibility for the project will rest with a Training Manager, Mr David Nugent, who
has been with company for ten years and is very familiar with the implementation of training
courses. He has undertaken similar work for HSBC and Jardine Fleming.
He will be supported by three assistant Training Supervisors who will be responsible for coordinating the work with Trips Dispatch’s management. Together, these three staff have over
twenty years experience with PolyU Training.
PolyU Training has a comprehensive Training Department solely dedicated to providing the
necessary backup and facilities to enable all client projects to run smoothly.
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g. ……………………
The following details explain the costs of the proposed work in order to provide a suitable solution
for service implementation.
Set-up costs: ……
Network costs: ……
Monthly recurrent costs: ……
h. ……………………
The lead time for implementation of the training will be approximately two months after proposal
acceptance and contract agreement. This period of time will include the preliminary testing of
students, the preparation of material as well as the necessary timetabling of classes and tutorials.
Previous Training courses of this nature indicate that this time period is realistic and should incur
no particular difficulties.
i. ……………………
Executive Summary

Introduction
Client Requirements
Proposed Solution
3.1 System Design
3.2 Features and Equipment
3.3 Benefits
Personnel and Project Management
Schedule for Implementation
Costs
Appendix
1
2
3
4
4
5
6
6
7
7
8, 9 & 10
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Activity 20 Answers to the previous activity
Most proposals follow the outline presented below. Did you have the same sequence? Did you write
the same (or similar) headings?
Title Page (d)
Table of Contents (i)
Executive Summary (b)
Introduction (e)
Client Requirements (c)
Proposed Solution (a)
Personnel/Management of Project (f)
Schedule for Implementation (h)
Budget/Costs (g)
Activity 21 Discussion practice
Discuss the following questions with your classmates.
Why is this a good way to organise a proposal?
Do all proposals contain the same sections as the one you have just looked at?
ELC3222 Workplace English for Business Students II Unit 1 Writing Business Proposals
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Activity 22 Proposal details
Now that you have arranged the proposal pages in the correct order, write down details or examples
of what those pages include.
Section Contents
Title Page
Table of Contents
Executive Summary
Introduction
Client Requirements
Proposed Solution
Personnel/Management
of Project
Schedule for
Implementation
Budget/Costs
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Below is more information about the content of various sections of a proposal and advice on the
writing of each part.
(1) Executive summary
The Executive Summary provides a short overview or summary of the entire proposal. Because it needs
to refer to the whole of the proposal document, it can only be written once the proposal has been
completed. However it is placed at the beginning of the proposal, after the Title page and Contents
page and before the Introduction.
The Executive Summary is the first thing in the proposal your clients will read. You therefore need to:
• arouse interest immediately
• make a good impression
• focus on important elements of the proposal
• write positively and advantageously
It should cover the following points – briefly:
• client\’s business problem and its importance
• objectives of the project
• method for evaluation
• benefits of the proposal
The Executive Summary is on the first page and is thus marked Page 1. The Executive Summary should
not include the cost or any graphics.
Activity 23 Examples of Executive Summary
Find a good/poor example of an executive summary. Then share your comments with your classmates.
(2) Introduction
The aim here is to try to sell the proposal and persuade your client that your company can achieve
what is required.
It should include the following parts:
• Statement of the problem
• Background to the problem
• Statement of purpose of the proposed solution
• Significance of project and proposer\’s suitability
• Scope and limitations
Statement of the problem
This section explains, briefly, why the client approached you.
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Background to the problem
This section provides generic details of the history of the problem, e.g. in terms of new developments
in the industry, or changes in the client\’s operation. You may quote previous work done in a similar
context, showing its significance (and possibly limitations) to this situation.
Statement of purpose of the proposed solution
This section makes it clear what you as the proposer intend to achieve, and how your proposal relates
to the problem of the client.
Significance of project and proposer\’s suitability
This section highlights the significance of the problem to the client, thus giving you the chance to
demonstrate your understanding of the problem. It also provides specific evidence of the proposer\’s
experience and suitability for undertaking this project. It is not a long-winded company profile.
Scope and limitations
This section outlines the main areas you are going to address. If necessary, it should also clearly state
any issues that you are not going to consider and why, (e.g. after-sales service) so as to indicate to your
client that you are focusing specifically on their problem, and not introducing unnecessary costs or
extra work.
(3) Client requirements
This is a more detailed analysis of the customer’s needs, with your own company’s interpretation of
client’s requirements (NB: These must not just be a copy of what the customer has sent to your
company).
You should:
• analyse the client\’s problem and requirements
• identify the specific issues underlying the client\’s needs
Generic analysis of client\’s problems and requirements
Often clients do not articulate clearly what their problems or requirements are. This section should
demonstrate that you have a clear overall grasp of their general proposal requirements. It is necessary
to have this in writing as it may only have been discussed verbally up to this point. A written statement
gives you the opportunity to show you clearly understand the problem, and the client the opportunity
to contradict it, if necessary.
Identification of specific issues underlying client\’s needs
The client must be assured that you can identify and interpret their needs accurately. The best way
to do this is to break down their statement of requirements into issues that show you have fully
understood their needs. This section will therefore need to itemise the main issues from the client\’s
perspective – even though the client may not have been able to do this themselves!
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(4) Proposed solution
This is the most important section of the proposal and will be evaluated very carefully and critically by
your client. It should:
• provide as much information as is necessary for clients to come to a reasoned decision regarding your
proposal
• justify appropriateness of your methods for solving client problems
• not confuse the client by an overload of unnecessary details
• focus on benefits of solution
• be persuasive!
If you cannot persuade your client you have a good method for achieving their needs, you will have failed
in your objective. It is therefore imperative to discuss everything from the client\’s viewpoint. Ensuring
that their name is used in your sentences often will help you to achieve this. The client should always be
uppermost and you should always bear the following in mind:
What your company can do for the client, not what the client can do for you!
This section usually follows the following format:
• Plan for reaching objectives
• How you intend to achieve solution
• Details for evaluating solution
• What results can be expected
Be assertive and confident, and that is what the client wants to see in your proposal.
(5) Management/personnel
The aim of this section is to explain the work plan, in terms of who is responsible for certain aspects
of the project, and persuade your client that your company has the expertise and competence to
undertake the proposed project.
It should:
• persuade clients that overall management of the project will be sound and effective
• name the section/personnel responsible and persuade clients that people are appropriatelyexperienced
• outline backup structure for those involved in the project to co-ordinate their activities
It may also include:
• brief details of relevant or current projects already undertaken or in progress, for this client or
another
• biographical details of staff, but if these are necessary, they should be kept short and restricted to
relevant details
You may also need to consider whether to include details regarding long-term implications for
maintaining the proposed solution, such as:
• who will undertake work
• how your company will ensure quality performance
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An extensive proposal may split details of personnel between the sections relating to the initial
management of the project and the section outlining management of the final network.
(6) Schedule
It is essential to convince a critical client that the proposed schedule is realistic and appropriate. If you
appear to be trying to propose too much within a tight time frame, this may weaken your company’s
credibility.
To avoid this possibility:
• be very specific as to details
• demonstrate your care and thoughtfulness in conceiving the schedule
(7) Costs
This section has to persuade your reviewer that the costs of the proposal are reasonable. It has to:
• explain what costs are involved
i.e. text is necessary as well as the actual figures
• justify expenditure
• be accurate and correct. Make sure it is checked by someone else. Careless arithmetic mistakes
give a very poor impression.
• supply a total, overall figure. Your proposal should not leave it up to the client to do a lot of
calculations to arrive at the final figure
Very often a table format is used. You may wish to think about mentioning any of the following:
• personnel
• consultants
• equipment
• materials and supplies
• travel
• services
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Activity 24 Practice on writing a business proposal
You are going to form a small group with your classmates and develop an imaginary business proposal
for your dream company. You can use the table below to outline the basics.
Your proposal should follow the Assessment 1 format requirements.
Section Details
Title Page
Table of Contents
Executive Summary
Introduction
Client Requirements
Proposed Solution
Personnel/Management of
Project
Schedule for
Implementation
Budget/Costs
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(8) Appendix
This part contains items that are important but difficult to integrate in the text of the proposal sections.
Do not misuse appendices by including needless information or by excluding vital material from the
proposal proper. Clients should not have to turn to appendices to understand the proposal itself.
Follow these guidelines:
• Include only relevant material
• Use a separate appendix for each major item
• Title each appendix clearly, e.g. Appendix A: Company Profile
• Refer readers to an appendix at appropriate points in the proposal, e.g. See Appendix A
• Do not use too many appendices – four or five appendices in a ten-page proposal would suggest a
poor documentation of facts
• Limit appendices to a few pages, unless greater length is absolutely essential
(Adapted from Technical Writing by J. M. Lannon 1985)
In proposals, appendices should be used for supporting the proposal topic, the credentials of the
proposer, and the ability of the proposing company to carry out the project. Some of the items you
may wish to put in appendices are:
• Company profiles
• Legal and contractual documents
• Relevant brochures and product technical specifications
• Client reference lists
• Details of sub-contractors or other important participants in the project
(9) Illustrations and graphics
There are specific established guidelines for integrating visuals with text. Illustrations and graphics:
• are placed as close as possible to their text reference
• require a callout:
o The ‘Callout’ statement uses the present tense, and appears in the body of the text. This
guideline is the same for all visuals.
E.g. Figure 2.1 explains how bird flu spreads throughout the human system.
• have a special numbering system:
o The numbering should run consecutively throughout the document
o OR it should be linked to the section numbers
• need a specific title:
o Be descriptive and short
o Explain the information in the title exactly
o Not be a complete sentence – no verbs, or articles
o Be placed below the graphics
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E.g. The multi-purpose centralised processing unit system as shown in Figure 1 will keep track of
the multiple simultaneous user browser sessions and the multiple real-time camera connection
sessions.
A figure
Figure 1: Multi-Purpose Centralised Processing Unit System
(10) Tables
The tables included in a proposal:
• must have a callout (a reference to the table in the text of the proposal):
o the callout and use of present tense are the same as for all visuals
E.g. The number of Road King’s highway projects is shown in Table 1.
• must have a numbering system:
o The numbering should run consecutively throughout the document
o OR it should be linked to the section numbers
E.g. ‘Table 1’ for the first table in the document, or
‘Table 4.1’ for the first table in Section 4 of the document.
• need a specific title:
o Be descriptive and short
o Explain the information in the title exactly
o Not be a complete sentence
o Be placed above the table
E.g. Table 2 depicts the storage requirements under some representative combinations of a
number of camera connections, trade-off of frame quality and trade-off of frame
transmission speed.
Table 2: Examples of storage requirements under varying conditions
A table
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Activity 25 Tabulating informaton
Look at the text below. Can you present it as a table?
We propose a number of methods that students can use to repay their student loans. They can pay
by post by issuing a cheque made payable to “The Government of the Hong Kong Special
Administrative Region’ and sending it to The Student Loan Section (TSFS), Financial Assistance Agency
for Students, 11/F CWS Government Offices, 340 Students Road, Kowloon. They may also pay by PPS
by entering the merchant Code ‘44’ and entering the 12-digit PPS reference number. If a student
wishes to pay by ATM, they should select Bill/Jet Payment Services, then choose ‘Government Student
Loan Repayment’ and finally enter the 12-digit PPD reference number. It is also possible to pay online
by following the instructions issued by a bank or in person by visiting any post office.
(11) Using bullet points accurately
Using bullet points is clearly a useful tool in presenting information clearly and concisely. Bullet points
are easier to write and they are of course easier to process and read.
There are three fundamental methods for using bullet points:
• parallel structures
• vertical lists
• sentences and paragraphs
Parallel structures
Look at this example of a parallel structure.
What is the relationship between the stem and the bullet and how are they linked through the
punctuation?< br>To expand our market share, the Board proposes to:
• increase funding for R&D ;
• headhunt a new associate director in charge of marketing ;
• look into the possibility of merging with AEK in Dubai; and
• run more sales training courses for all staff.
STEM
PUNCTUATION
BULLETS
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Here’s another example.
To improve staff morale, I strongly recommend that we:
• increase salaries;
• reduce working hours;
• extend lunch breaks;
• lighten the workload; and
• improve staff benefits.
Parallel structures are very effective in presenting information and persuading people to act. Why?
Because they:
• make content easily and quickly accessible
• reduce time for reading and writing
• improve accuracy.
Vertical lists
Vertical lists are also presented using bullet points but the grammatical link between the stem and the
bullets is different. Here is an example.
When representing the company at official social functions, all staff must remember to submit the
following original receipts:
• transportation for yourself and/or guests
• food and drink ordered
• gifts valued at no more than HK$100
• other prearranged entertainment expenses.
Here we can see that the bullet does not complete a sentence following on from the stem. The stem
merely introduces a list. Vertical lists are often introduced using expressions like:
• …as follows:
• …as detailed below:
• …including:
• …this includes:
• …in the following (situations):
• …such as:
• …for example:
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Vertical lists are useful for the reasons detailed below:
• Readers can access content

quicker
easier
• Writers can
save time composing documents
produce more accurate documents.
Here’s a comparison of the two.
Activity 26 Creating parallel constructions
Look at this extract from a proposal. Correct and improve the sentences as necessary.
Benefits of Eshop.com
all in one hassle free internet commerce solution
low upfront investment
reduce time to market
wide choice of banks
flexible to fit in new payment mechanism and delivery channels
7×24 dedicated operational support to maintain high quality of service
Support by teams of professional of Eshop.com
Sentences and paragraphs
Sentences and paragraphs are often presented using bullet points. Again this is done to break up the
text, make it easier to access and improve readability. This use of bullets is often done when the
bullets are all related to the same topic and often in conjunction with headings and sub-headings.
Compare the two versions taken from the PJ Stanley proposal we looked at earlier in the course below.
Which is easier to read? Which is more accessible?
PARALLEL
To improve productivity, we would like to
remind everyone about the importance of:
• arriving for work on time;
• taking only one hour for lunch;
• limiting morning and afternoon breaks
to ten minutes; and
• leaving no later than 6.00pm on
weekdays and 1.00pm on Saturdays.
VERTICAL
To improve productivity, we would like
everyone to be responsible for the following
actions:
• Please arrive at work on time.
• Take only one hour for lunch.
• Limit morning and afternoon breaks to
ten minutes.
• Do not leave later than 6.00pm on
weekdays and 1.00pm on Saturdays.
Comparison
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Version 1
The benefits to PJ Stanley of the recommendations outlined in this proposal are many and varied.
To improve the language skills of PJS staff, clearly more than one approach is required and we believe
that tackling the issue in the short, medium and long term will provide the most effective and
comprehensive solution. We also believe that liaising with language experts is vital for effective
communication in China.
As with the language skills proposals, we firmly believe that working with experts in the field and
spending time and money on training will bring about positive results in the long run.
We cannot stress too highly the value which must be placed on public relations and networking in
China. In order to do business, you have to meet people and in order to meet people you have ‘get
out there’ in the market place and sell your services. We are confident that the suggestions we have
proposed will provide PJ Stanley with the platform and the audience to do business in China.
Version 2
The benefits to PJ Stanley of the recommendations outlined in this proposal are many and varied.
• Language skills
To improve the language skills of PJS staff, clearly more than one approach is required and we
believe that tackling the issue in the short, medium and long term will provide the most
effective and comprehensive solution. We also believe that liaising with language experts is
vital for effective communication in China.
• PRC legal system
As with the language skills proposals, we firmly believe that working with experts in the field
and spending time and money on training will bring about positive results in the long run.
• Contacts in Chungking, Chengdu and Kunming
We cannot stress too highly the value which must be placed on public relations and
networking in China. In order to do business, you have to meet people and in order to meet
people you have ‘get out there’ in the market place and sell your services. We are confident
that the suggestions we have proposed will provide PJ Stanley with the platform and the
audience to do business in China.
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Activity 27 Putting it all together
Now based upon everything that we have looked at so far, analyse the following draft and rewrite it in
a more accessible, reader-friendly style.
Subject: Additional office space for the Asian Office
The Asian Office is now facing significant office space constraints. This is due in large part to an influx
of central bank secondees and academic visitors. We currently have total of 21 individual offices, not
including the dealing room and back-office area. These individual offices accommodate a total of 23
staff outside of banking where staff typically share a common space. All our meeting rooms are in
constant use. At the moment, there are only two offices available for secondees and other visitors.
New demands for office space arise from the following:
• The secondment activities of the Asian Office have been increasing as endorsed by the Asian
Consultative Council. From July to December 2019, we hosted a secondee from the Bank of
Malaysia, and from January to June this year we hosted one from the People’s Bank of
Vietnam. Since their visits did not coincide, we did not run into office space problems.
However, going forward, we now expect to host two more secondees over the rest of this
fiscal year, with visits that are likely to coincide.
• We have been hosting a greater number of academic visitors to the office: Eighteen new
visitors came in fiscal year 2019/20, compared to 10 in fiscal year 2018/19. Last year, we had
three occasions when we had two or more academic visitors at the same time. Indeed, next
week, we will have three academic visitors at the same time.
• We also welcome an increasing number of visitorsfrom the head office, visits that we consider
to be highly essential. In fiscal year 2019/20, we had 56 such visitors and in 2018/19 only 40
of them. Going forward, we anticipate numerous occasions when we would have more than
two such visitors at a given time. This has happened 10 times in the last year.
One option is to create more offices by reconfiguring the existing space, but this would entail a large
capital expenditure for construction costs. We have also considered converting our small library into
offices. However, the shape of the library’s space does not allow us to fit two regular offices. At the
moment, the library can already be used as a temporary office should the need arise.
The remaining option is to find additional space. As it happens, conversations with our landlord, XXXX,
suggest that just the right amount of new space would be available in a part of the building that is
contiguous to the existing AGT premises. This space would be sufficient for two additional offices and
meet our needs for at least the next few years. We propose to negotiate with XXXX to lease that extra
space.
We now occupy a net total of 13,276 square feet or (1,233 sq.m.) in Hong Kong. Two additional offices
would require about 400 more square feet or (37 sq.m.) or about 3% of our existing space. That
amount of space seems to be available in a part of the building that would require only a modest
amount of reconstruction. In our current lease, we now pay HKD7 million a year, an amount already
adjusted for 2 rent-free months a year. If XXXX provides us with the additional space, we would expect
to pay an additional prorated amount of HKD??? a year.
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In addition, this appears to be a good time to undertake this effort. The space project can be pursued
in parallel with the HK Data Centre Project in regard to the IT infrastructure build-up in the current
f inancial year.
If AGT management agrees, we would formally convey to XXXX our interest in the additional space
and offer to pay the prorated amount.
Activity 28 Evaluating an example proposal
Read the example proposal on the next page. Can you think of any specific strengths and areas for
improvement?
Strengths
Improvements
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Here is an example of one kind of business proposal, with comments starting from the Executive
Summary. NB: Each proposal is unique so this example is not a model or template for other proposals.
Proposal
for
English Language Training
Submitted to
Trips Dispatch Hong Kong Ltd.
Submitted by
PolyU Training Company
Reference No:
12345
Project Director: David Nugent
Proposed starting date: To be agreed
Proposed duration of project: Three months
Submission Date: 10 September 2021
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Contents Page
Page No
Executive Summary 1

Introduction 2
Client Requirements 3
Proposed Solution 4
3.1 Training Design 4
3.2 Features 5
3.3 Benefits 5
Management of Project 6
Schedule for Implementation 7
Costs 8
Appendix 9
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Comments (No section number) Executive Summary
Customer\’s business problem
and its importance
Use present tense
The objectives of the proposal
Use present tense
Method for evaluation
Often future tense
Benefits of the proposal
Present tense and modals
Trips Dispatch Hong Kong wishes to provide English language
training for its staff. The purpose of the training is to improve
the communication ability of three groups of staff; customer
service, sales and delivery, in order to be able to communicate
via e-mail, telephone and face to face with the growing number
of international companies that Trips Dispatch has as its
customers.
The objective of this proposal is to demonstrate how PolyU
Training Company’s experience can serve Trips Dispatch’s
requirements. The training suggested has been specially
developed for Trips Dispatch’s special needs.
The services offered will include online and face to face teaching,
allowing staff to benefit from the instructors’ personal
instruction as well as being able to self study in their own time.
The main benefits may be summarised as follows:
• Cost-effective, reliable, high-quality training
• Savings on external instructors
• State-of-the-art technology and equipment
Page 1
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Section 1 Introduction
Client\’s business problem

past tense + time reference
Background
various tenses
Purpose
What you hope to achieve
How it relates to client’s
problem
Present tense
Significance of proposal
Often present tense
Proposer’s experience
Scope of proposal
Present tense
During August of this year Trips Dispatch Hong Kong asked PolyU
Training Company to submit a proposal detailing the costs and
approach of setting up a training course for its customer service,
sales and delivery staff in Hong Kong.
Trips Dispatch Hong Kong head office is in London. It was
established in Hong Kong in 2010 and has expanded rapidly in
the last few years. A preliminary study of Trips Dispatch’s needs
indicates that its main problem is that in the past, training
companies have suggested a ‘one size fits all’ approach for all of
the staff, even though it is clear that the three groups have
widely differing needs.
The purpose of this proposal is to demonstrate how PolyU
Training can provide a training plan to meet the requirements of
Trips Dispatch in terms of cost, efficiency, tailor-made features,
and end results.
There is a need to introduce specific training for each group of
staff in Trips Dispatch. PolyU Training is uniquely qualified to
serve Trips Dispatch as it has a well-developed training
infrastructure, capability and experience. We can offer a highquality service supported by our online network.
This document covers the details of the proposed solution, the
costs and our service performance.
Page 2
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Section 2 Client Requirements
Generic analysis of client\’s
problem and requirement
Often the present tense is used
in this section
Identification of particular
issues underlying client’s needs
It is useful to itemise issues
using parallel grammar
Trips Dispatch Hong Kong Ltd has four offices in Hong Kong.
These offices are situated in Central, Tsim Sha Tsui, Tung
Chung, and Sheung Shui. At present all the sales staff and
most of the back-office staff including customer service staff
work in the Tsim Sha Tsui office. Delivery staff are spread
evenly among the four offices. Due to its use of state-ofthe-art logistics techniques perfected in the London market,
Trips Dispatch has been capturing an increasing share of the
Hong Kong market with international companies making up
a growing portion. This has led to English becoming more
important in many areas of Trips Dispatch’s business.
This proposal describes a training solution that will:
• provide specific training for groups of staff
• ensure high quality materials
• guarantee results
Trips Dispatch have stipulated the training should be
completed by the end of June 2022.
Page 3
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Section 3 Proposed Solution
Plan for reaching objectives –
summary of solution
How solution will be achieved
training design
The service proposed is called Multiway Training, a training
system that has been perfected by PolyU Training over the
last decade. As the name implies, training is done through
a variety of ways, so suiting the individuality of the learner.
3.1 Training Design
Multiway training involves a number of processes that
together ensure the specific needs of the customer and the
learner are met.
First the specific needs of the client are studied by observing
the staff in action during their day to day work, and
examining written and spoken examples of their work. This
enables PolyU Training to tailor-make material specifically
for the client. Secondly, the level of all prospective students
is checked. This ensures that students with similar needs are
grouped together. During the running of the course, a multithematic approach is used, with a combination of larger
classes, small tutorials and one-to-one teaching used,
together with the online element. Finally, towards the end
of the course, all students are tested again, and their level
compared to that earlier.
Page 4
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Section 3 Proposed Solution (continued)
Details for evaluating solution,
including equipment
Results/benefits to be expected
3.2 Features
Particular features of the proposed service are
highlighted below:
• Experienced professional instructors
• Tailor-made material
• Mixed mode teaching
• Small tutorials
• One-to-one teaching
• Online element
• Pre and post testing
3.3 Benefits
If the proposed solution is accepted, Trips Dispatch will
receive the following benefits:
• Specific solutions for specific needs
• Long term cost effectiveness
• Guaranteed results
The tailor-made solution to Trips Dispatch’s needs ensures
that features will specifically meet all present requirements.
Page 5
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Section 4 Management of Project
General introduction providing
overall reassurances
Specific details of who will be in
charge
Supporting staff
Backup resources
A contributing factor to the success of this proposal will be
the management of the project. PolyU Training’s objective
in this respect will be to provide a structural approach to
each stage of the project. This will enable the project staff
to focus quickly and effectively on any significant issues that
may arise.
The overall responsibility for the project will rest with a
Training Manager, Mr David Nugent, who has been with
company for ten years and is very familiar with the
implementation of training courses. He has undertaken
similar work for HSBC and Jardine Fleming.
He will be supported by three assistant Training Supervisors
who will be responsible for co-ordinating the work with
Trips Dispatch’s management. Together, these three staff
have over twenty years’ experience with PolyU Training.
PolyU Training has a comprehensive Training Department
solely dedicated to providing the necessary backup and
facilities to enable all client projects to run smoothly.
Page 6
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Section 5 Schedule for Implementation
Provide specific details to
convince client of realism and
appropriateness
The lead time for implementation of the training will be
approximately two months after proposal acceptance and
contract agreement. This period of time will include the
preliminary testing of students, the preparation of material
as well as the necessary timetabling of classes and
tutorials.
Previous Training courses of this nature indicate that this
time period is realistic and should incur no particular
difficulties.
Page 7
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Section 6 Costs
Explain individual expenditures The following details explain the costs of the proposed
work in order to provide a suitable solution for service
implementation.
Set-up costs: ……
Network costs: ……
Monthly recurrent costs: ……
Page 8
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Activity 29 Evaluating another example proposal on th e Internet
You are going to conduct an Internet search and locate a business proposal. You can use Google to
search for ‘pdf proposals’.
Locate the example and then:

analyse the structure of the proposal.
consider whether it is similar to what have been discussed in class. If not, how is it different?
discuss your proposal with your classmates.
NB: Many companies use their own in-house style guide. This is useful when they prepare documents
for clients and the public. The focus of the style guide is not usually a matter of correct or incorrect
grammar or style, but rather, it provides guidance for instances when many possibilities exist. The
style guide helps them to present their brand in a consistent way. They help to ensure that multiple
authors within the company will follow one company style and tone.
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Section 3 The language of a business proposal
Activity 30 Basic proposal vocabulary
To write up a good proposal, you first need to know some basic proposal-related vocabulary. Here is a
list of proposal-related vocabulary. Ask your classmates to explain the meanings of the words to you,
and you can explain the words you know to your classmates:
Word Meaning
Outcome
Deadline
Budget
Contingency plan
Deliverables
Milestone
Stakeholders
Prioritisation
Critical activity
Project murder
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Activity 31 Project management vocabulary
The aim of this task is to introduce you to more vocabulary related to proposals and projects, and help
you use it correctly in sentences. Fill in the gaps in the sentences using the following words.
deadline budget equipment information man-hours
manpower money person personnel tools
Replacement construction _______ has been secured and is in the process of
being moved to the site.
The company is releasing several new _______ to help developers build software
applications that work with its online search and communication products.
Our company is a project management training and consulting firm specialising in
_______ systems and product development.
The Asian Development Bank is hosting an international conference on helping the developing
world make better use of _______ sent home by foreign workers.
In recent years, the annual growth rate of the _______ has been between 6.3
and 9.9 percent.
The injunction halts implementation of the entire labour relations portion of the department\’s
new _______ regulations.
Another _______ is seriously ill and has also been admitted into the hospital.
A _______ shortage in the department is forcing us to consider hiring temporary
help.
We put in about 800 _______ and were working there seven days a week, with
teams of sometimes up to eight.
The _______ for execution of the second phase of the project may be missed by
at least two months.
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Activity 32 The vocabulary of risk
Most projects involve problems, risks and dangers. Good planning can make these less likely, and if
problems do occur, the effects can be minimised. Categorise the following vocabulary according to the
type of risk:
accident
adjust
ameliorate
broken down
catastrophe
change
costs
cut
dangerous
delayed
disaster
expenditure
expenses
foreseeable
hazardous
languished
late
malfunctioning
miracle
mitigate
modify
outlay
early
out-of-order
postponed
safe
uncooperative
under-funded
unforeseeable
unmotivated
unqualified
unserviceable
unskilled
vary
Risk Budget Schedule People Stability Equipment Events
Now use a thesaurus (e.g. http://thesaurus.com) to add some more words to the table.
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Activity 33 Goal setting – matching criteria to descriptions
Every project needs targets: outcomes and deliverables that a customer or manager would pay for.
Projects can have problems if these goals are not described thoroughly and agreed by the stakeholders.
Match the criteria for good goals to the descriptions:
Criteria Descriptions
Specific ( ) a. All the stakeholders must formally agree to the goals.
Realistic ( ) b. Have a person who is responsible for completing goals and
sub-goals.
Time-bound ( ) c. People should be able to read the goals and know what
outcomes and deliverables will result from the project.
Measurable ( ) d. You should be able to complete the project on time.
Agreed ( )
e. You should be able to prove that the outcome or deliverable is
complete by showing how you measured it and what the
measurement is now; e.g. the goal of a project may be to
decrease the time taken for customers to find an item on your
website by 10%. Your server logs can show the times taken,
and the times before and after the project can be compared.
Owned ( ) f. You should have enough resources to achieve the goals.
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Activity 34 Parts of speech
In English sentence structure using the right part of speech is an important feature that Hong Kong
students often find difficult. The following table will help you construct sentences that describe and
assess goals. Fill in the gaps.
Parts of Speech
Adjective Noun or Noun phrase Verb & Noun Adverb
Specific
Realistic realistically
Time-bound Deadline set/meet a deadline punctually
Measurable
Agreed
Owned responsible person
Grammar for definitions
All proposals contain definitions, either to describe a product/service or the purpose of a
product/service or to reach a shared understanding of terms or legal issues etc. One possible
grammatical structure you can use for defining things is called the ‘zero conditional’. This is a sentence
starting with ‘If’ or ‘Unless’, which has at least two clauses, and uses present tenses in both the ‘if’
clause and the result clause.
E.g.
Positive: If it looks like a duck, walks like a duck, and quacks like a duck, it is a duck.
Negative: If it does not have an outcome, deadline and budget, it is not a project.
Unless it has an outcome, deadline and budget, it is not a project.
Instead of using ‘if’ or ‘unless’, you can use ‘provided (that)’, ‘providing (that)’, ‘on condition (that)’ or
‘as long as’; e.g.
‘Provided that it has an outcome, deadline and budget, it is a project.’
You can also use ‘Only if’, but you need to use this special structure:
Only if it has an outcome, deadline and budget is it a project.
Only if there is a problem is it necessary to use a contingency plan.
For more information on conditional sentences, see the online explanation and exercise at
http://elc.polyu.edu.hk/cill/eap/2004/U4/pg80ex1conditionalclauses.aspx
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Activity 35 Writing definitions
Write three definitions of topics of your choice using the structures mentioned on the previous page.
1.
2.
3.
Activity 36 Using ‘Only if…’
To see more examples of how to use ‘Only if’, go to Google News (http://news.google.com), narrow
your search for “Only if it” in the body of an article. Look through the results and work out rules or
guidelines using only present tenses, and write them below.
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Grammar: ‘Suggest’ in active and passive voice
We use the word suggest when we want to give an idea or recommendation as in ‘I suggest our new
service will solve your transport problems’. Hong Kong students often have problems with the
grammar of ‘suggest’. Here is an explanation and an exercise:
Explanation:
Voice Structure Example
Active
suggest + a clause I would suggest that you check the sources cited in an article
before taking it at face value.
suggest + _ing + object
noun phrase
May I suggest taking the proceeds of your PSL sale and going
to Vegas?
suggest to + person /
people / organisation
All credit cards have very specific fine print and I would
suggest to someone to never sign up for a card until they
have read the fine print.
What I am trying to suggest to you is that this program is a
part of a strategic goal.
suggest + purpose Among the tips they suggest to help conserve water is for
home owners to repair dripping faucets.
suggest that + clause We suggest that you track customers over time, analysing the
history of their purchase behaviour.
Passive
is / has been / was
suggested +
preposition
The side business is suggested as an alternate revenue
stream.
Since it was suggested by someone in attendance at last
month\’s meeting, we discussed it.
is / has been / was
suggested that +
suggestion
It was suggested that poor performers should not have their
contracts renewed.
However, it is suggested that the benefits of the proposal at
this stage outweigh the risks associated with the scheme.
Suggestion + was
suggested. A parking area for trucks was suggested.
NB: A common error is the inappropriate use of ‘suggest to’; e.g. ‘I suggest to go shopping.’ This should
be ‘I suggest going shopping.’ because ‘to’ should be followed by a person or a purpose. Shopping is
not a purpose.
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Activity 37 The grammar of ‘suggest’
Fill in the blanks below using the word ‘suggest’ appropriately. If there is a word in brackets, use a
correct form of that word.
I ___ we increase turnover by increasing advertising.
A method he suggested ___ (save) money is to ask for a discount.
I suggest ___ (pay) for goods only after they have been received.
I suggest you ___ (pay) the delivery man, not the salesman.
I would ___ customers not to pay until after they receive the goods.
In order to find out more about what our customers think, a market survey ___.
In the last meeting, increasing advertising ___ as a way to increase turnover.
We are holding this meeting because ___ by management that this department
be closed down.
I suggest ___ you refer to the guidelines above.
Grammar: Using ‘consider’
‘Consider’ is a useful word when we want time to think about something carefully or when we want
someone else to think about something carefully, for example, the product or service we are
promoting. It is also a word we can use to show our opinion. A common error in Hong Kong students’
English is using ‘consider to’ where it is not appropriate. When discussing project proposals, ‘consider’
is a useful verb for raising issues and making suggestions, and therefore using it correctly is important.
Form Structure Example
consider
‘consider’ + noun phrase • I will consider this proposal carefully.
‘consider’ + _ing verb • I hope you will consider working with me.
‘consider’ + if/whether + clause • We should seriously consider whether this
project is ethical.
consider to
Relative pronoun + personal
pronoun or organisation

‘consider to be’ + adjective or
noun phrase
• I like working in what I consider to be fastpaced, changing environments.
• It is what many technology groups consider
to be the true backbone of the Internet.
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consider to ‘consider to’ + purpose verb
• IT outsourcing was clearly a part of an
effective management strategy, a business
tool that other companies should also
consider to please shareholders.
• Two things to consider to help alleviate
smog and air pollution: car pooling and
taking public transport.
Activity 38 Practice on using \’consider\’
Write three sentences about your project idea using the structures above:
1.
2.
3.
Grammar: Articles for introducing and explaining
When you are explaining the risks faced by a project you will need to introduce new concepts and
explain them, so you will need to know the grammar for how to use articles to distinguish between
things you expect your reader or listener to know about already, and things you don’t.
E.g.
You know how an inkjet printer works, by spraying ink out of a cartridge? Well, if you use a bigger
printer, and replace the ink in the printer with a more solid substance, you can grow 3-dimensional
objects by building up the substance layer by layer.
In the above example, ‘a’ and ‘an’ are used to introduce a subject that the reader or listener does not
know about yet, and ‘the’ is used to refer to it later.
The exceptions are firstly, if it is obvious what is being referred to,
e.g. What do you think of the budget? (the budget for this project),
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and secondly, before a phrase starting with ‘of’,
e.g. I am concerned about the uncooperative attitude of some employees. (Not ‘an’ uncooperative
attitude…).
However, some set phrases use ‘a’ or ‘an’; e.g. ‘an Act of God’.
Activity 39 ‘A’, ‘an’ or ‘the’
Fill in the gaps with ‘a’, ‘an’ or ‘the’.

What is nanotechnology? Well, imagine the width of _ human hair. Now divide
hair into thousand pieces. That is _ scale of things we are working with.
_ global supply chain is one in which goods travel between continents, for example, _
computer components made in Asia are shipped to America.
I have written __ schedule you asked for.
We need __ budget for re-decorating the shop.
We must buy _ new photocopier, because _ old one keeps breaking down.
There has been _ change in plan: American customer wants to decrease _
budget by 10%.
It will be _ miracle if we finish this project on time! Yes, but _ miracle will not happen
unless you have more optimism.
On the news it said that __ share price of our company has risen.
I told you this was _ risky project, but you didn\’t believe me. Now _ project is in
trouble, and you are trying to blame me!
To summarise our project: _ schedule is realistic, budget is OK, and staff are motivated. Only _ Act of God can stop us now.
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Grammar: ‘Because’ or ‘Due to’
Introduction
This section is about expressing causes; e.g. problems and dangers; and effects, such as results of not
planning how to deal with them. You may need to explain to your client why something was not done
or cannot be done and back up your statements with valid reasons.
In English, the expression of cause and effect involves the use of a number of grammatical structures.
Some of these are used inaccurately by Hong Kong learners. These expressions include the proper use
of ‘Because’ and ‘because of’ and of ‘Due to’ and ‘Due to the fact that…’. It is important, when using
these structures, to differentiate those that are followed by a noun phrase and those that are followed
by a main clause. Incorrect use very often results from failure to recognise this difference.
Definitions:
Clause: a clause is a subject noun or noun phrase followed by a verb or verb phrase; e.g. \’grammar\’ is
a noun, \’some very easy grammar\’ is a noun phrase, \’is\’ is a verb, and \’has been\’ is a verb phrase.
Noun phrase: a noun, or a noun with an article or determiner, and/or an adjective in front of it, and
sometimes with a relative clause after it; e.g. apple (noun), some apples (determiner and noun), some
red apples (determiner, adjective and noun), some red apples which I am going to eat (determiner,
adjective, noun and relative clause).
Grammatical analysis and explanation
The following sentences correctly use ‘Due to…’ and ‘Due to the fact that…’:
The problem was due to a shortage of high court judges.
Due to overcrowding last year, the competition field was narrowed down to six teams.
Due to a delay in Lanzhou, the flight was unable to leave until this morning.
Shell said the cuts were due to a general easing of oil prices.
Some liberals also expressed worry that the impact of the motion would be reduced due to the
current debate between Hong Kong and Britain on democratization.
It can be seen that ‘due to’ is followed by a noun phrase in all of the examples above. [It may NOT be
followed by a main clause, as in this incorrect example: Due to they have no salary, they may need to
think how to use it.].
However, it is acceptable to use the structure ‘Due to the fact that’ + Main Clause, as the following
examples show:
The difference must have been due to the fact that Minh had been living in a more pleasant
environment for six months.
Mr Goh said the dramatic rise in the amount of American currency flowing from the territory back
to the US might be due to the fact that more tourists had come to Hong Kong.
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As with the use of the two structures ‘Due to + Noun Phrase’ and ‘Due to the fact that + Main Clause’,
the following structures are also acceptable: ‘Because + Main Clause’ and ‘Because of + Noun Phrase’.
Some examples of these structures are shown below:
Because of a smaller budget this term, the faculty has had to shelve other programmes such as
the setting up of an institute of neurology.
The port and airport development is currently stalled because of Britain and China’s failure to
agree on a financing package.
Mrs Fung was also murdered because she knew the gang.
Because the cheque was made payable to China Restaurant, there was no problem when the
cashier deposited it in the restaurant’s account.
Further grammar development
One way to develop grammar for writing proposals is to examine (well-written) authentic ones and
find out what patterns of language are commonly used.
Grammar exercises are also useful. Start by visiting the CILL website
(http://elc.polyu.edu.hk/cill/grammar/) and doing practice exercises on the structures covered in this
unit.
Further tips for writing a proposal
The style of a Proposal
The basic writing style of a proposal is the same for any type of technical writing. For proposals to be
effective try to follow these tips:
• State the purpose clearly at the beginning of the proposal
• State the background information the reader will need to understand your proposal
• Use language that everyone can understand
• Use short sentences that are clear and to the point
• Make sure that your ideas are not hidden between unnecessary words
• Make sure that the reader has all the important information needed for the final decision
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The writing of a proposal
Proposals will either be accepted or rejected. Obviously, you want your proposal to be accepted. To
help make this possible, follow the six steps listed below.
Your proposal should define the problem and state how you plan to solve the problem. Your
proposal should assure your readers that you can solve the problem effectively. Everything in the
proposal should revolve around the problem and an effective way to solve it.
Do not assume that your readers will believe your solution is the best. The purpose of your
proposal is to convince your readers that your solution is the best. You should not be
overconfident that they will approve of your solution. Do your best to look at the proposal and
solution from the reader\’s point of view.
Your proposal should be researched thoroughly. If possible, you should provide readers with
examples and facts. These items usually make your proposal more meaningful and convincing.
Try to keep your opinions out of the proposal. Opinions are not facts, and most readers will not
support them. The best advice is to research and learn from other articles and proposals on your
topic.
Your proposal should prove that your solution works. Make sure that your solution is possible.
You should include an analysis of your plan and possible results of your solution. Try a pre-test of
your solution to see if it works. You may need to revise your solution before submitting your
proposal.
Your proposal should be financially feasible. Think about the finances of the company or person
to whom you ar e writing the proposal. Make sure that they can afford the solution you are
proposing. Make sure you explain why your solution would be worth their time and money.
Your finished proposal should look attractive. The finished proposal should be as perfect as you
can get it. This includes the overall appearance of the proposal and the content inside the
proposal.
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Pre-Proposal Form for ELC3222 Assessment 1
You can make use of the table below to brainstorm ideas for your Assessment 1 business proposals.
Section Current thoughts
Executive summary:
• Have you discussed your idea in one or two
sentences?
Client requirements / Problem seen:
• What is the name/address/business?
• What is the problem?

Is it connected, convincing and
consequential?
How will you factually/logically
argue the problem?
Proposed solution:
• What is the solution?
Is it logically viable?
Is it HK$100,000 worthy?
• Objectives?
How is it achieved?
How will you evaluate it?
What are the results?
Personnel/Management of the Project:
• Who / position titles / duties / experience?
Are these relevant?
How will you motivate them?
Schedule for implementation:
• Time frame?
What details can you include now?
How have you extrapolated them?
Budget / Costs:
• Personnel/consultants/equipment/materials
and supply/travel/services?
• How will you make a profit / benefit the
community?
• What numbers need to be researched?
• Breakeven point?
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Answer to Activity 18
The proposal below is the answer to Activity 18 which provides an example of the Standard Business
Proposal Model. Read it
Clifford Charles Communications Limited

Title page
Increasing opportunities and improving financial services in the PRC
Executive summary
PJ Stanley Limited, a major global financial services operator is experiencing problems accessing its
client base in China, particularly in some of China’s emerging ‘second-tier’ cities.
Clifford Charles Communications Limited has compiled a comprehensive proposal to deal with PJ
Stanley’s difficulties which include:
• language and legal training for staff
• revising staff recruitment procedures especially regarding language skills and expertise in the
legal system in China
• marketing and public relations action to promote PJS in China
Based upon CCC’s impressive record over the years helping major international firms to establish
themselves in mainland China, it is predicted that the recommendations in this document can be
achieved within budget and according to schedule.
Client operation / business
PJ Stanley Limited is a well-established financial services company originally founded in the United
Kingdom and now operating worldwide. PJ Stanley’s Hong Kong operation has been in existence for
over 50 years and incorporates:
• financial and investment advice
• wealth management
• personal insurance
The scope of PJ Stanley’s clients work has always been on personal clients in the upper income bracket
and so, given the enormous personal wealth generated there in recent years, PJ Stanley has been keen
to enter the mainland Chinese market. In particular, though, they are targeting China’s second and
third tier cities as cities such as Beijing, Shanghai and Guangzhou are already saturated with financial
advisers. Initial forays into Chungking, Chengdu and Kunming have so far yielded only very modest
results.
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Client requirement / need / problem / objective / purpose
The main problems faced by PJ Stanley in their efforts to get a foothold in the China market are related
to difficulties establishing contacts and finding clients in Chungking, Chengdu and Kunming because
of:
• poor Mandarin language skills among Hong Kong originated staff
• lack of knowledge about corporate law in PRC among front-line staff
• limited number of contacts in the three cities
The aim of this proposal is to recommend a series of measures that can be implemented to solve these
problems.
Proposal / solution / recommendation / action
Based upon similar cases involving previous clients, we strongly recommend the following action to
cement PJ Stanley’s position in China.
• Language skills
Short term – To ease the immediate problem, we shall investigate local translating services
in the three cities as well as in Hong Kong. Clearly using a local service in China will be cheaper
but in terms of confidentiality, Hong Kong might prove to be a better provider. We shall
advise you accordingly.
Long term – Given that many of the Hong Kong based staff are not proficient in Mandarin, we
shall also make enquiries about running regular in-house customer service and business
Putonghua classes. We have a number of providers that we have worked with before and
will obtain quotes before making a final recommendation.
Short – medium term – However, we believe that as it will take some time to see results from
this initiative, PJ Stanley need to recruit bilingual / trilingual sales staff who will be
responsible for ‘on-the-ground’ operations in Chungking, Chengdu and Kunming
immediately. We suggest these staff be divided into three specialised promotional and sales
teams operating in the three cities. We will be happy to work alongside your Human
Resources Office in the recruitment process and to assist in the vetting procedure.
• PRC legal system
Since there are clearly problems understanding the complex and often contradictory content
of business law in China, we recommend that staff attend a series of training sessions under
the heading of ‘Business Law in China’ run by Prof. Edmund Xiao at Hong Kong University.
These courses are offered over four weeks and they run three times a year covering:
trading and foreign investment laws
import/export control
taxation
foreign economic and trade regulations
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It might be possible to run the sessions as an in-house training course and we will certainly
discuss this with HKU. Again though, as with the language skills problem, we must advise PJ
Stanley to look closely at their recruitment policies as it seems clear that staff with
comprehensive knowledge of the legal system, particularly the corporate legal system, is
crucial to establishing a client base and expanding it in the long run.
We shall also contact the Hong Kong Trade Development Council which publishes a Guide to
Doing Business in China annually.
• Contacts in Chungking, Chengdu and Kunming
It is clear that contacts in the local business communities, media and government authorities
have to be established in order to make progress in China. It is equally clear that lack of
experienced, Putonghua speaking front-line staff is one of the key reasons for this
shortcoming and as such, we believe that the measures suggested to solve the first problem
should in part at least solve this one.
However, the concept of guanxi should not be underestimated and it appears that here, PJ
Stanley is in a decidedly disadvantaged situation.
For each city, we will therefore draw up a comprehensive list of:
• key contacts, local dignitaries and business leaders
• senior and influential government officials
• chambers of commerce and other professional organisations
• social, sports and professional club and societies
• media organisations particularly those focused on business, commerce, finance and
economics
Upon compiling the list, we shall work closely with PJ Stanley’s in-house public relations team
and the translation service provider to develop a bi-lingual introductory information package
for distribution in Chungking, Chengdu and Kunming.
We shall also arrange a number of presentations at venues at some of the locations on the list
as well as at major hotels in the three cities.
Benefits, rationale and suggested evaluation of proposal / solution / recommendation / action
The benefits to PJ Stanley of the recommendations outlined in this proposal are many and varied.
• Language skills
To improve the language skills of PJS staff, clearly more than one approach is required and we
believe that tackling the issue in the short, medium and long term will provide the most
effective and comprehensive solution. We also believe that liaising with language experts is
vital for effective communication in China.
• PRC legal system
As with the language skills proposals, we firmly believe that working with experts in the field
and spending time and money on training will bring about positive results in the long run.
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• Contacts in Chungking, Chengdu and Kunming
We cannot stress too highly the value which must be placed on public relations and
networking in China. In order to do business, you have to meet people and in order to meet
people you have ‘get out there’ in the market place and sell your services. We are confident
that the suggestions we have proposed will provide PJ Stanley with the platform and the
audience to do business in China.
Project costing, fees and resource requirements
Language skills trai ning
Translation service – quotations to be obtained from:
First Mandarin, Hong Kong
Putonghua for You, Hong Kong
Chinese Language Services, PRC
In-house language training – quotations to be obtained from:
First Mandarin, Hong Kong
Putonghua for You, Hong Kong
PRC legal system training
Business Law in China Course, HKU – four sessions for each course
trading and foreign investment laws
import/export control
taxation
foreign economic and trade regulations
Complete package – $9,000 per participant
Individual courses – $2,500 each per participant
Quotation to be obtained for in-house course
Making contacts
Contact lists:
Chungking – contacts list
Lump sum $20,000
Chengdu – contacts list
Lump sum $20,000
Kunming – contacts list
Lump sum $20,000
Bi-lingual introductory information package
Chungking
Estimated cost for each location including
Chengdu printing and distribution costs:
$60,000 x 3 = $180,000
Kunming
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Presentations
To be quoted on an event-by-event basis as details, number of attendees and
venues will vary. Estimated cost per presentation $5,000.
Timetable / timeline / schedule
Language skills training
Translation service
• quotations to be obtained by 30/XX/20XX
• contract to be awarded and agreed 14/XX/20XX
• commencement of service TBA
In-house language training
• quotations to be obtained by 30/XX/20XX
• contract to be awarded and agreed 14/XX/20XX
• commencement of service TBA
PRC legal system training
• in-house quotation to be obtained by 30/XX/20XX
• contract to be awarded and agreed 14/XX/20XX
• commencement of service TBA
Making contacts
Contact lists:
Chungking – contacts list
Chengdu – contacts list Deadline 21/XX/20XX
Kunming – contacts list
Bi-lingual introductory information package
Chungking
Chengdu Deadline 28/XX/20XX
Kunming
Presentations
List of potential dates and venues deadline 07/XX/20XX
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In this unit, I have learnt:
1._________________________________________________________
2._________________________________________________________
3._________________________________________________________
4._________________________________________________________
5._________________________________________________________

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