Executive Summaries For Winning Proposals Workshop

Classroom Training on July 20, 2012 in Rockville, MD

This workshop shows how to write one of the most critical proposal elements: a highly persuasive executive summary. The course starts with the common executive summary mistakes, and shows how to avoid them. It then walks the participants through when and how to develop executive summaries, who should develop them (and various management strategies for making it happen), optimum length, and other vital considerations. This course has adapted its effectiveness to the government and corporate arenas.

It provides the six-part formula for executive summaries based on direct response, a marketing-related persuasion technique that fuels a trillion-dollar consumer market.

The curriculum includes examples and a hands-on executive summary development experience. This workshop is 40 percent lecture, 50 percent exercises, and 10 percent discussion. Participants will master writing executive summaries to persuade the proposal evaluators, and better guide their capture and proposal teams in developing winning bids.

Date: July 20, 2012 (Friday). 8:30am - 5:00pm (continental breakfast and afternoon snack included).
Location: Metro Park North Business Center, 7361 Calhoun Place, Suite 560, Rockville, MD 20855.
(check our Visitor Guide for location details, driving directions, nearby hotels and restaurants, and more).
Course completion: By attending this class, you will receive 3 CEUs towards your APMP accreditation, or 3 PDUs towards your PMP. At the end of this course you will get a Certificate of Completion.

Learning objectives: Upon course completion, the participants will have learned and be able to put into practice:

• Understanding the purpose of executive summaries.
• Avoiding three common.
• Misconceptions about executive summaries.
• Integrating executive summary correctly into the capture and proposal life cycle.
• Avoiding common executive summary development pitfalls.
• Customizing an executive summary outline.
• Applying all components of the six-part formula to executive summary development.
• Developing effective executive summary graphics.
• Editing and polishing an executive summary.

Course curriculum: Here are some of the topics we will cover in this course.

Day 1 highlights

Module 1: Introduction
- Introductions and learning objectives.
- The role and purpose of executive summaries.

 

Module 2: Three dangerous misconceptions about executive summaries
- Misconception #1: Underestimating or overestimating the importance of the executive summary.
- Myths that drive the misconception, and how to dissipate them.
- Misconception #2: Faulty process.
- Drivers of the faulty process.
- Correct process for developing executive summaries.
- Misconception #3: Poor executive summaries content.
- Four typical content errors and how to avoid them.
Discussion: Which misconceptions do participants relate to the most?

 

Module 3: Five questions and answers that hold the key to preparing a persuasive executive summary
- Question #1: WHY have an executive summary?
- Question #2: WHO should be in charge of writing the executive summary?
- Three strategies for managing the executive summary development process.
- Question #3: WHAT are the characteristics of a compelling executive summary?
- Question #4: WHEN should the executive summary be written?
- Question #5: HOW? Getting down to the nitty-gritty.
- Six-part formula for executive summaries.
- Executive summary outline.
Exercise: Review three executive summary examples and identify their components.

 

Module 4: Part 1 of the formula
- Common mistakes in starting the executive summary. - Purpose for the part 1 of the formula.
- Eight basic and advanced techniques for starting your executive summary the right way.
Exercise: Apply the techniques learned in class to developing part 1 of the executive summary.

 

Module 5: Part 2 of the formula
- Two cardinal rules for part 2 of the formula.
- Techniques for developing part 2 of the formula.
Exercise: Apply the techniques learned in class to developing part 2 of the executive summary.

 

Module 6: Part 3 of the formula
- Important rules for part 3 of the formula.
- Format and techniques for presenting part 3 of the formula.
Exercises: Apply the techniques learned in class to developing part 3 of the executive summary.

 

Module 7: Part 4 of the formula
- Five approaches for structuring your part 4 content.
- Format and techniques for presenting part 4 of the formula.
Exercise: Apply the techniques learned in class to developing part 4 of the executive summary.

Module 8: Part 5 of the formula
- Format and techniques for presenting part 5 of the formula.
Exercise: Apply the techniques learned in class to developing part 5 of the executive summary.

Module 9: Part 6 of the formula
- Approach to structuring a powerful conclusion of your executive summary.
- Format and techniques for presenting part 6 of the formula.
Exercise: Apply the techniques learned in class to developing part 6 of the executive summary.

Module 10: Executive summary graphics
- Why do you need graphics in an executive summary?
- How many graphics should the executive summary include?
- What should be the size of the executive summary graphics?
- Important executive summary graphics rules.
- How to design great action captions for executive summary graphics.
- How to design executive summary graphics?
Exercise: Develop a graphic for the executive summary.

Module 11: Editing your executive summary
- Practical techniques for polishing an executive summary.
Exercise: Edit your executive summary.

Module 12: Summary

- Additional resources and bibliography.
- Summary.
- Recap.

About the instructor: Olessia Smotrova-Taylor is the President and CEO of OST Global Solutions, Inc. She is a currently practicing capture and proposal manager who has won more than $17 Billion in new business. As one of the proposal industry leaders, she is on the Board of Directors of the Association of Proposal Management Professionals' (APMP) National Capital Area (NCA) chapter and is the editor and chair of the APMP NCA Executive Summary e-zine that won 2010 APMP Communications Award. She regularly presents at the APMP's international and other conferences, roundtables, and proposal boot camps, and runs popular training webinars on business development. She is currently designing and preparing to teach a Masters-level course in proposal development for Stevens Institute of Technology. She has 16 years of experience in proposal and capture management, marketing, and communications. She is a prolific author, speaker, trainer, and blogger, and is well-known in the global proposal community. Her self-study course, Executive Summary Secrets, sells worldwide. Prior to starting her own consulting company, she won business for Raytheon and Lockheed Martin, and wrote for the Financial Times of London.

Seating is limited. Do not delay registering.

Fee and registration: For team discounts please change quantity of attendees at the checkout and click "Recalculate" to get the discount. Register 3 weeks before the class date and receive $50 off per attendee as an EARLYBIRD discount!

• $695 per one attendee ($645 if registered 3 weeks before the class date).
• $625 per attendee when registering a team of 3 or more ($575 if registered 3 weeks before the class date). Discounts apply at the checkout.

For additional questions please call 301-384-3350 during normal business hours. If you'd like to pay by invoice please send an email to service@ostglobalsolutions.com (NOTE: the payment must be received prior to the course start date).

 

Cancellations and rescheduling policy: Cancellation notification must be received 10 business days prior to the training date. Upon notification, your registration fee will be refunded less a $100 non-refundable processing fee. Any cancellations beyond the 10 business days are non-refundable, but the course fee can be applied towards another training course, webinar, or an OST Global Solutions training product. No refunds will be made for the cancellation of a rescheduled course. Attendee substitutions may be made at any time. Payment must be received prior to the course date. No-shows are liable for the full class fee.

P. S. If you think of someone else who could benefit from this course, please forward this invitation to them!