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Supporting SMEs with The Board Brief
The method we use to get major business cases approved, applied to your proposals, pitches and client bids.
The Board Brief helps leaders get major business cases approved by their board. SMEs face the same test whenever they put an important case to someone who makes the decision: a client choosing a supplier, a bank or investor, or even a key message to their own staff.
We work in two steps. First, the Board Readiness Review checks your draft before it goes out, so the person deciding sees your answer first. If the review shows more work is needed, the second step is a full Board Brief engagement, where we work with you to rebuild or restructure your business case.
Why good proposals get turned down
Most proposals open with background: who you are, how long you've been trading, what you believe in. The person deciding has to read to page three to find out what you're offering and why it matters to them. Many won't get that far, and the ones who do are already comparing you with someone who made the point sooner.
The method
We work on the principle of SCQA (Situation, Complication, Question, Answer). It puts your answer first, then builds the case behind it in the order the reader needs it. Co-founder Iain Maclean taught the method to more than 1,000 consultants at a top management consultancy over 25 years.
Example
ILLUSTRATIVE: THE OPENING OF A BID FOR A CLEANING CONTRACT
BEFORE
Founded in 2009, Smith Facilities has grown to a team of 40 and serves clients across the South East. We are committed to quality and have extensive experience in commercial cleaning. In this proposal we set out our approach, our team and our pricing, and explain why we would be a strong partner.
AFTER
We can cut your cleaning costs by 12% from April, with no drop in standards, by bringing your three sites under one contract and one supervisor. At the moment each site has its own supplier, which is why complaints take a week to resolve. We already run this model for two other Surrey businesses, and the rest of this proposal shows how it would work for you.
The first version tells the client about you.
The second tells them what they get, and why it works.
What the Board Readiness Review covers
We score your draft from 1 to 5 in six areas.
Answer first
1
Does the reader see what you're asking for, what it costs and what they get, on the first page?
Value
2
Is the benefit set out in the reader's terms, and is the cost of waiting clear?
The numbers
3
Are the figures traceable and the assumptions stated, so the person signing off can safely say yes?
The people deciding
4
Is each decision maker's concern addressed?
Objections
5
Are the most likely objections answered before they're raised?
Delivery
6
Is there a credible plan showing you can do what you promise?
What you receive
Within five working days of receiving your draft, we send you:
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your score in each area
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the three changes that would make the biggest difference
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the questions you're most likely to be asked
We then take you through the results on a one-hour video call.
Who we are
Paul Walton
Nearly 30 years in IT transformation, including PwC, EY and Accenture. Accredited transformational coach.
Iain Maclean
25 years teaching structured communication to senior consultants, more than 1,000 of them at a top management consultancy.
Next step
If you have an important proposal, bid or business case going out soon, would it be a bad idea for us to review it? Happy to jump on a quick call to explain how that works.
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