The One Page Proposal
1. Research
They knew the economics of solar roofs would greatly reduce the energy consumption of all homes worldwide.
But there was much more they didn't know about solar as energy. They made a list of what they didn't know — the ignorance list.
- Market size and form
- Solar-management agencies
- Multinationals with a strategy to develop the solar market
At the same time, the more accurately you grasp the gap between what you know and what you don't, the more naturally and easily you can organize the content.
All the knowledge we have lets us realize our own ignorance.
The goal of research is to completely grasp and understand the topic. Only then can you state your opinion simply and clearly, and evoke impression and trust.
- business.gov
- fedworld.gov
- worldtec.fedworld.gov
- fedstats.gov
- info.gov
- access.gpo.gov
- SIC code booklet (the Standard Industry Classification)
: A numeric code system that helps solidify the idea conceptually, and lets you learn many things — competitors, future partners, vendors, the industry's financial scale, and which agency governs and regulates it.
: Usually published by Thomas Register.
2. Basic items of the document
1) Title and subtitle define the entire proposal and clarify its boundaries.
- Title: build an easy-to-understand skeleton.
The title's function is not to explain but to act as a brand that signals the subject being proposed.
Avoid cheap tricks or abstract titles; write simply and directly.
- Subtitle: adds secondary information to clarify the subject, and has the distinguishing feature of using elements to spark interest.
The subtitle is not something to skim past — it should be carefully polished with descriptive words and phrases so the right word is engraved in the reader's mind.
2) Objectives and secondary objectives define the ultimate purpose of the proposal.
- Objective: state what you want. Always make it explicit — "for the sake of ~".
- Secondary objectives: mark them separately so they feel like sub-items of the objective.
List about 4–5 of them, but pay attention to how far to go — don't push until they feel unnecessary. List only the firm ones and don't attach extras. Never make the reader feel any item is forced.
When the secondary objectives are set up well, the proposer feels very proactive and the proposal feels sustainable. The reader will imagine all the good things that come when the project runs, and — considering various angles and dimensions of impact — will find themselves unable to reject your proposal.
3) Rationale explains the fundamental reason the proposed action is needed.
- Rationale is your argument — it is 'persuasion'.
- Based on knowledge and research, write two or three persuasive sentences that carry your argument.
- In a traditional written argument, to structure persuasion you divide it into three parts: setting the stage, compelling point, the pitch.
(1) Setting — grab the reader's attention.
- Let them know who you are and what knowledge you have.
- Summarize the proper grounds and circumstances that support the content of the proposal.
(cf. Declaration of Independence)
(2) Compelling point — stack persuasive facts and drive toward the climax of your claim.
- Using research data, reinforce the claim that executing the proposal will fulfill the objectives and secondary objectives.
- The facts must be irrefutable and timely, and you must be able to explain why your project is the best solution given the current situation.
(3) The pitch — draw the logical conclusion. Tell the reader what happens if they accept your proposal.
- Explain the benefits — why and how the objectives and secondary objectives will be realized.
(Declaration of Independence: 27 grievances -> 'the perfect setup for this sentence'
"We therefore solemnly declare (...) that these United Colonies are and of Right ought to be Free and Independent States.")
(+) Timing — a way to consider both yourself and the other party.
– Is there a deadline, a critical appointment, or seasonal factor that affects the decision? Is there a decisive event, meeting, preview, or general assembly for the plan? Almost no project is OK at just any time. Handle urgent time in the rationale.
- Dates of important events from the project's past experience, and deadlines where the reader needs to help.
4) Financials specify the monetary parts of the deal.
: The reader will surely focus on risk. An investment can be opportunity, but it carries risk.
To show a responsible and sincere attitude toward your own money and other people's money, the 'financials' part must show that you fully grasp the proposal's financial aspects. Or, proposing a process improvement, clarify the cost savings.
Financials include spending money, saving money, or making money. (Plus basic management of cost overruns, unexpected expenses, fall of funding, insurance issues, price changes, and weakness in financial insight or management.)
A caveat: resist the temptation to 'inflate' on financial matters. Write it as it is. Express yourself honestly and confidently. These traits often play a crucial role in closing deals despite recessions or serious financial conditions.
5) Status shows the current state of the work.
: Describe which elements of the proposed business are in place and which are stalled.
- How long has funding been raised, its nature, amount, and terms?
- Is there non-financial support? If so, from whom?
- If there's a roadblock in progress, is it a person, company, or government agency?
- Are there signed contracts, rights approvals, or commitments?
- Do major contract terms need formal procedures or attorney review?
Being honest about status is best.
- If a proposal was rejected before, investors often look for the reversal (especially with competitors).
- If there has been positive movement on investment, that's a very important factor when raising capital and rallying supporters. Steer the reader toward becoming the first investor.
To set mood, show early success or positive results — paint a picture of the business and show your passion.
6) Action states directly what the proposer wants the reader to do.
: If you ask for nothing, it's not a proposal.
In the action part, tell the reader exactly how they can help.
Don't assume reading everything up to here lets them infer what role they should play.
- Do you want a loan, to be added to the supporter pool, to receive sponsorship? Ask for exactly what you want without ambiguity.
Keep in mind: what you ask must be doable. Don't ask the reader for something they can't provide. Through research, find out what the other party can actually do. Ask clearly for something within their capacity.
7) At the very bottom, write the date and signature.
: The date symbolizes the validity of the information; the signature symbolizes trust and confidence.
Sometimes display a copyright notice. The notice doesn't itself protect copyright, but it reminds the reader that the information is for their eyes only and that sharing it requires the author's consent.
3. Broadening your view through review
Pass 1
- Does at least one sentence reflect all the major research?
- Do the sentences follow a logical thought process in each section?
- Does each file accurately reflect the conclusions and understandings derived from the research?
Pass 2
- What am I trying to achieve?
- Did I capture everything I wanted to say?
- Is it clear?
- Is anything missing?
- Any holes in the logic?
- Any unconvincing claims?
- Any miscalculations?
- Most importantly, is the principle of the proposal persuasive?
Pass 3
- By the time I finished the draft and was ready to write the proposal, I thought I had the basics down. But stepping back, I realized I'd prepared every number for the construction plan in detail, while completely failing to consider our genuine desire and care for the mill, and the mill's history with the local people. That felt like the very step needed to close the gap between 'us' and 'them'.
So I researched the mill's history again. Who built it, how it was used, where the lumber milled there came from, and even which barns still remain.
3. Reader's basic questions
- What's the project's structure?
- Who's responsible?
- How much does it cost?
- What's the expected recovery amount?
- What's special about this proposal, and is the timing right?
- Does the proposer have special experience?
*BM application theories
Views for analysis: element decomposition, absolute-value decomposition, ratio decomposition, variable decomposition, evaluation-axis decomposition, time-axis decomposition.
Create added value in the process via the Value Chain theory.
Derive cause-and-effect relationships via the Fishbone chart.
Experience curve : when production doubles, unit cost generally decreases by 20% (up to 30%).
