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Effective executive summaries meet the following criteria: • Connect your solution to the customer’s business vision • Identify the customer’s needs and make ownership of those needs explicit • Connect your solution directly to the customer’s needs • Offer clear proof of your claims • Show how you offer greater value than the competition • Be brief but comprehensive by eliminating confusing technical details that are better explained in the body of the proposal • Indicate the next step, usually by previewing how your proposal is organized Executive summaries are also powerful internal tools: • Help refine your bidding strategy • Become a vehicle to gain senior management endorsement • Communicate your strategy in-house to all contributors • Drive proposal development • Become a model for the complete proposal Executive Summary 1.. Check the focus of your executive summaries against the following criteria: • States the customer’s vision • Connects the vision to the immediate purchase • Cites the customer’s hot buttons in order of importance or the order listed in the bid request 3 See Capture Planning and Proposal Management Plan.. 2011 PG 4Edition1.indb 51 51 5/19/2011 8:59:29 AM Executive Summary Shipley Associates Proposal Guide Issues Weight TOTAL SCORE 100 US (score) Company A Company B For additional uses of the Integrated Customer Solution Worksheet and Bidder Comparison Matrix, see Capture Planning, Proposal Strategy and Teaming, Capture Guide.. Strategy Statement Worksheet • We will emphasize our strengths in: by: • We will mitigate our weaknesses in: by:
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