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Learn to adapt the writing process for business reports and proposals, conducting research, evaluating sources, primary and secondary research, organizing reports and proposals effectively.
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Chapter 11 Planning Reports and Proposals
Learning Objectives • Adapt the three-step writing process to reports and proposals • Describe an effective process for conducting business research, explain how to evaluate the credibility of an information source, and identify the five ways to use research results • Explain the role of secondary research and describe the two major categories of online research tools
Learning Objectives • Explain the role of primary research and identify the two most common forms of primary research for business communication purposes • Explain how to plan informational reports and website content • Identify the three most common ways to organize analytical reports • Explain how to plan proposals
Work Plan Components for a Report • Problem Statement • Purpose and Scope of Work • Sources & Methods of Data Collection • Preliminary Outline • Task and Assignment Schedule
Sample (Excerpt) Work Plan for a Report The preliminary outline for this study is as follows: I. What experiences have other companies had with social networks in the workplace? A . Do social networks have a demonstrable business benefit? B. How do employees benefit from using these tools? C. Has network security and information confidentiality been an issue? II. Is social networking an appropriate solution for our community-building needs? A . Is social networking better than other tools and methods for community building? B. Are employees already using social networking tools on the job? C. Will a company-endorsed system distract employees from essential duties? D . Will a company system add to managerial workloads in any way?
Purpose Statements Informational Report • To identify potential markets for our new smartphone apps Analytical Report • To analyze the T&E [travel and entertainment] budget, evaluate the impact of recent changes in airfares and hotel costs, and suggest ways to tighten management’s control over T&E expenses.
Problem Versus Purpose Statements Problem Statement Statement of Purpose To explore new ways of promoting and selling our products and to recommend the approaches most likely to stabilize our market share To convince investors that our new business would be a sound investment so that we can obtain desired financing • Our company’s market share is steadily declining. • We need $2 million to launch our new product.
Direct Approach Indirect Approach Conclusions and Recommendations Overall Findings Overall Findings Discussion and Support Objective Support Conclusions and Recommendations Organizing Your Information
Report Introduction Sample Direct Approach • Since the company’s founding 25 years ago, we have provided regular repair service for all our electric appliances. This service has been an important selling point as well as a source of pride for our employees. However, rising labor costs have made it impossible to maintai profitability while offering competitive service rates. Last year, we lost $500,000 on our repair business. • Because of your concern over these losses, you asked me to study whether we should discontinue our repair service. After analyzing the situation in depth, I have concluded that the repair service is an expensive, impractical tradition, and I recommend that the service be discontinued. • By withdrawing from the electric appliance repair business, we can substantially improve our financial performance without damaging our reputation with customers. This conclusion is based on three basic points that are covered in the following pages: • • It is highly unlikely that we will ever be able to make a profit in the repair business. • • We can refer customers to a variety of qualified repair firms without significantly reducing customer satisfaction. • • Closing down the service operation will create few internal
Conclusions & Recommendations Conclusion On the basis of its track record and current price, I believe that this company is an attractive buy. Recommendation I recommend that we offer to buy the company at a 10 percent premium over the current market value of its stock.
Conducting Surveys Avoid Sampling Bias Reliable Sample Valid Sample Representative Sampling
Inside Company Outside Company Reports and Memos Print Resources Other Documents Online Resources Secondary Research
Business Research Resources Company, Industry, and Product Resources (URLs are provided for online resources) • AnnualReports.com (www.annualreports.com). Free access to annual reports from thousands of public companies. • Manufacturing & Distribution USA. Data on thousands of companies in the manufacturing, wholesaling, and retailing sectors. • Reference USA. Concise information on millions of U.S. companies; subscription database. Statistics and Other Business Data • Bureau of Economic Analysis (www.bea.gov). Large collection of economic and government data. • Europa—The European Union Online (http://europa.eu/index_en.htm). A portal that provides up-to-date coverage of current affairs, legislation, • policies, and EU statistics.
Online Search Tools Metasearch Engines, Clustering Engines, Answer Engines, and Hybrid Sites • WebCrawlers www.webcrawler.com • ZapMeta www.zapmeta.com • Mamma www.mamma.com Web Directories, Online Libraries, and Online Card Catalogs • Library Spot www.libraryspot.com • USA.gov (U.S. government portal) www.usa.gov • Internet Public Library www.ipl.org • Open Directory Project www.dmoz.com Blog, Video, and Podcast Search Engines and Directories • Bloglines www.bloglines.com • GetAPodcast www.getapodcast.com/ • Google Blog search www.google.com/blogsearch
Online Monitoring Tools • Newsfeeds: Blogs, Websites • Microblogs: Twitter • Alerts: Search Engines, Online Databases • Specialized Monitors: Tweetbeep, TweetDeck
Focus on Conclusions Skeptical Audience Attitude Receptive Focus on Recommendations Focus on Logical Arguments Indirect Preferred Strategy Direct Organizing Analytical Reports
Analytical Report Outline Focus on Conclusions MEASURING QUALITY IMPROVEMENTS I. Introduction II. Conclusion: Outsourcing employee training has reduced costs and improved quality III. Cost reductions A. Exceeded 15 percent cost-reduction goal with 22 percent savings in first year B. Achieved actual reduction of 22 percent C. Reassigned three staffers who used to work on training full-time D. Reduced management time needed to oversee training E. Sold the computers that used to be reserved for training
Analytical Report OutlineFocus on Conclusions IV. Quality improvements A. Employees say they are more confident in 7 out of 10 key skill areas B. Measurable mistakes have dropped by 12 percent V. Areas needing improvement A. Three skill areas still need improvement B. Two trainers received approval ratings below 80 percent C. Outside trainers aren’t always aware of internal company issues D. We have lost some flexibility for scheduling courses VI. Summary
Analytical Report Focus on Recommendations • Establish the need for action in the introduction by briefly describing the problem or opportunity. • Introduce the benefit(s) that can be achieved if the recommendation is adopted, along with any potential risks. • List the steps (recommendations) required to achieve the benefit, using action verbs for emphasis. • Explain each step more fully, giving details on procedures, costs, and benefits; if necessary, also explain how risks can be minimized. • Summarize your recommendations.
Internal Proposals External Proposals Management Support Investment Proposals New Equipment Grant Proposals Research Projects Sales Proposals Types of Proposals
Sample (Excerpt) Internal Proposal TO: Jamie Engle FROM: Shandel Cohen DATE: July 8, 2014 SUBJECT: Saving $145k/year with an automated email response system THE PROBLEM: Expensive and Slow Response to Customer Information Requests Our new product line has been very well received, and orders have surpassed our projections. This very success, however, has created a shortage of printed brochures, as well as considerable overtime for people in the customer response center. As we introduce upgrades and new options, our printed materials quickly become outdated. If we continue to rely on printed materials for customer information, we have two choices: Distribute existing materials (even though they areincomplete or inaccurate) or discard existing materials and print new ones.
Sample Internal Proposal THE SOLUTION: Automated Email Response System With minor additions and modifications to our current email system, we can set up an automated system to respond to customer requests for information. This system can save us time and money and can keep our distributed information current. Automated email response systems have been tested and proven effective. Many companies already use this method to respond to customer information requests, so we won’t have to worry about relying on untested technology. Using the system is easy, too: Customers simply send a blank email message to a specific address, and the system responds by sending an electronic copy of the requested brochure.
