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Advertising On A Budget - Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com. Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was...
Branding and Marketing
So, you know what a brand is. You know what makes up a brand and which parts of your company you might be able to exploit … I mean use, to define and manipulate your brand and the way you are perceived by the public. But, well, how?
The...
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Know the three reasons why you’re not generating quality interviews? You’re invisible, voiceless, or comatose. Pick one. The longer you hibernate in the darkness of traditional job searching know-how, where no one can find you, the more likely...
The 5 W's of World Class Customer Service Training
The preamble to the United States Constitution begins, ¡¥we, the people.¡¦ I feel strongly that we, the people, are what make the difference in life, both personally and professionally. The interaction anyone has at any level with your...
Why does a business fail and what can you do to stop it?
I believe the number one reason why a business will fail is lack of planning. This can be due to various reasons, perhaps because the market research wasn't sufficiently carried out in the first place, or because the financial burden was higher than...
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Strategies to increase expression of interest conversion
The Expression of Interest (EOI) is the beginning of the
submission processes for many agencies and potential clients of
yours.
The purpose of the EOI is to assist the donor/agency/business to
compile a shortlist that will be invited to submit a tender for
an opportunity.
For you, the purpose of the EOI is simple - get on the shortlist!
As with all aspects of proposal and tender development, the EOI
process is not without challenge:
* Often working with limited information
* Understanding EOI timing is important, so you are responding
to most up-to-date information, however this can in some cases
be easier said that done
* Agency processes vary, so understanding each specific call for
EOI is critical
* A shortlist is just that - short. So it is unlikely that you
will receive 100% conversion to shortlist. A scattergun approach
is not the solution, but ensuring your pipeline is full remains
a success factor.
As with every aspect of positioning for business, waiting for a
call for EOI is not enough to create success - other profiling
and positioning activities need to continue.
Some general principles that are worth considering for each of
your EOI submissions:
* What you present needs to demonstrate that you understand the
requirements and that you can manage the project
* Your response provides the opportunity to present information
that demonstrates success in relevant past activities
* If you have the 'right' people for this activity - this is a
great opportunity to begin to 'sell' them through your submission
* If you anticipate that your implementation model might be in a
consortium or partnership - forming it for the EOI is worth
considering
* If the EOI call remains open longer than anticipated, and new
information comes to light about the project - consider
submitting updated information.
Ask yourself some questions as part of your EOI preparation:
* What do you know?
* What don't you know?
* Where can you find additional information?
* Who might your competition be, and how does this influence
your content?
* What will your EOI look like:
- Cover page?
- Headings?
- Length?
* How might you demonstrate capacity and capability?
* What level of detail can you provide?
* Are there any points of compliance?
While there are many factors external to
the EOI writing
activity that are likely to contribute to a high strike-rate for
you, your success is likely to be enhanced where your EOI:
* Demonstrates understanding of project, region, agency,
stakeholders etc
* Demonstrates project management capacity - no risk in hiring
you
* Highlights indicative and appropriate personnel
* Responds to specifics where asked.
While processes vary, and timelines can often creep up on you,
consider always submitting a hard copy of your EOI - remember
this is an element of your overall branding and positioning
activities.
Purchase your EOI Framework Guide from our website at
http://www.globizdev.com/ourproducts.php
This manual is suited to all organisations, small or large. The
manual is designed to help you prepare your EOI template, for
customisation when each new EOI is called. It is also useful as
a capability document that could be sent direct to clients, or
as part of a proposal.
In order to be successful in tendering, one must first have
the opportunity to tender!
For many activities, there is often a two-step process
commencing with the submission of an EOI from which a shortlist
is invited to tender. It is difficult to be successful unless
you EOI well.
This brief, yet detailed, manual presents suggested headings and
a style for a complete EOI submission, suitable for an
individual submission or one you undertake in alliance with
another firm.
Suggestions for content under each heading are provided, as well
as some samples of text to assist you in your EOI framework
development.
By using this guide, you will be able to populate a framework
EOI ready for customisation for future, specific activities you
target.
This framework has proved successful across a range of
agencies, sectors and countries.
Purchase your EOI Framework Guide from our website at
http://www.globizdev.com/ourproducts.php
About the author:
Mel Dunn is Managing Director of Global Business and Development
Solutions which works with individuals and organisations that
are committed to business success and the success of others. We
work globally and locally and focus on providing sustainable
solutions for our clients.
We offer a range of services including:
* Proposal and tender development
* Technical assistance
* Research and strategy development
* Quality review of submissions
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