Letter Proposal - Apple Essay Example

Jessica Bierman Phone: (301) 794-8663 Chief Executive Officer Fax: (301) 794-8665 Leading Global, Inc. [email protected] com 4604 College Avenue www. leadinglobal. com College Park, MD 20740 Mr. Dan Riccio Senior Vice President of Hardware Engineering Apple Inc. 1 Infinite Loop Cupertino, CA 95014 Dear Mr. Riccio, It is common for people to forget to unplug their products on a daily basis, yet they are often surprised how expensive their electricity bills are. I am, among many consumers, addicted to my Apple devices and always feel compelled to buy every Apple product in the market.

With increased dependence on portable electronic devices, like many Apple products, we have also seen a dramatic increase in total energy consumption. As people become more reliant on their devices, the need for longer battery life has also increased. For years, customers have experienced battery defects in a variety of manufactured products. My company, Leading Global, has created a smart charger that automatically disconnects electronic devices plugged into the outlet after the device has reached its maximum battery potential or is in stand-by mode.

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As Apple is one of the lead innovators in this industry, this would be a beneficial addition to your product line. This would give Apple an even greater competitive advantage over their competitors. My plan is to create a partnership with Apple. As a graduate student from the University of Maryland’s Robert H. Smith School of Business, I know my academic background will prove useful to successfully managing a partnership. Together we will combine our available resources to produce the best quality product for Apple to sell to its customers globally.

I will go into detail throughout this report to illustrate the potential for this product. Background and Goals According to the latest research conducted at Stanford University, it is estimated that approximately four billion dollars a year is wasted due to poor charging practices (Chan par. 4). In fact, that money is coming from energy consumed when empty chargers are left in outlets. Research indicates “almost all the electronics we use consume electricity even when off or idle, and even when fully charged” (Chan par. 3). Consumers, particularly business owners, are constantly busy and need to charge their devices on a daily basis.

In order to power small and lightweight devices, Apple uses lithium ion batteries to hold a longer charge, providing convenience for users, since they no longer have to wait for the battery to completely discharge (Christman 88). By forgetting to unplug chargers from outlets, “the intense rise in temperature caused by the short circuit caused the flammable liquid inside the battery to ignite” (Christman 90). Incidents of minor burns, explosions, and even fires from lithium ion batteries overheating in laptop computers, cell phones, digital cameras and other portable devices have led Apple to recall 1.

8 million batteries on August 24, 2006, affecting “1. 1 million batteries in the United States and 700,000 more globally” (Christman 91). In 2010, Apple was unsuccessful in its effort to expand its product line, promote social responsibility and raise profits by selling a charger for reusable batteries that senses when its batteries are done charging and automatically reduces the amount of power it needs (“The Energy-Efficient Way To Power Your Accessories” par. 1).

According to recent discussions on Apple Support Communities on the company website, Apple customers have complained about experiencing the same battery defect of overcharging in the Apple’s newest products, the iPhone four and five, that they experienced with Apple’s older products, such as the iBook G4, PowerBook G4 laptops, and MacBook Pro laptops (Apple Support Communities). Often times, customers calculate and compare benefits and costs of a product to determine whether or not to make the purchase.

If costs exceed benefits, it is possible that the customer will seek a similar product for less money from an alternative company. Apple’s senior management uses scorecards as a guide for prioritizing importance and accessing performance of the company and its associates based on four major perspectives (Kaplan 4). Customer satisfaction is valued as the most important measurement of performance because Apple has changed from a technology- and product-focused company to a customer-driven company (Kaplan 4).

By purchasing the smart charger, products won’t overheat because the battery will disconnect when it isn’t in use. Promoting better safety methods and procedures are essential because battery defects resulted in customers getting burned and even laptops lighting up in fire. My product can improve your prestigious reputation and give you a competitive advantage by making customers happier. This will help Apple gain new potential customers because Apple will look more socially responsible to the public and help customers save money on electricity bills.

By reducing energy costs, it would give customers more disposable income to spend on Apple products. Additionally, it can offer a solution for unsatisfied customers by eliminating the possibility for battery defects. Apple can build and maintain customer loyalty by recognizing that the problem exists and taking corrective measures. By doing so, the company ensures that it is customer focused and is performing at its maximum potential. Furthermore, the product will provide Apple with higher profits and market share of the industry. Proposed Plan

For Apple, a partnership with Leading Global will offer Apple a 50% equity share in our company, which will increase Apple’s market share by 8%. This partnership includes introducing a new Apple product to the market, which will improve customer service performance by 30% and also increase Apple’s market share by 3%. Our plan for this partnership and the production of the best quality product for customers is as follows: Designing and Engineering: Leading Global will design and engineer a smart charger that can withstand spontaneous combustion from lithium ion

batteries. We will utilize the knowledge and expertise of our staff in order to conceptually plan and mechanically design and build the product. Prior to the partnership, our company will have already completed hardware, software, and system testing for product design as well as testing for four major battery types. Developing: Leading Global will further the development efforts for the project by hiring additional workers, allocating supervisors to establish quality control standards and procedures, and training staff.

We will conduct interviews to create the most qualified and experienced 40-member team of supervisors and staff members. Our training program will provide newly chosen management and staff trainees with the opportunity to discover the solution to innovating technology for lithium ion batteries. Additionally, Leading Global’s project supervisors will disclose information during training regarding the failure of Apple’s Battery Charger. Team members will use this information and be able to apply it to successfully producing the smart charger.

Producing: By combining our available resources, Leading Global and Apple Inc. will launch the production efforts of this project. Leading Global has the fundamental knowledge of how the product can be produced in the most effective and time-efficient manner. We will communicate the necessary steps in the production process to Apple, while Apple will be accountable for taking this insight to the next level and putting their training into practice. With that said, team members must collectively work together to manufacture the product. Apple has the materials, equipment, and warehousing to mass-produce the product.

Along with the ability to mass-produce the product, Apple will be given the freedom to creatively design the packaging for this product. Since Apple is known for putting their own distinctive touch on their packages and their product names, Leading Global will also give Apple the flexibility to change the name of the smart charger, such as the iCharge, in order to compliment the current product line. Promoting: Apple will be responsible for promotional efforts of the product, as well as its newly formed partnership with Leading Global.

Apple’s well-known name and impeccable reputation for selling top quality products will prove advantageous when marketing and advertising globally through television commercials, print and on-line advertisements, radio announcements, social networks and blogs. One of Apple’s responsibilities includes creating a television commercial, showing a first-exclusive sneak peak of our product to the world, that will be broadcasted on national television during the upcoming 2012 Super Bowl.

Since Apple’s corporate culture has a history of positive environmental impact through their energy efficiency and footprint, they should have no problem conforming to eco-friendly approaches when creating and broadcasting advertisements. Post Evaluation: After the product is released to the public and widely advertised using various mediums, Leading Global will analyze the current market to create a contingency plan. In this contingency plan, we will focus on the product and company performance by comparing it with the performance of competitors in the market.

In order to determine whether or not the product is successful, we must evaluate performance based on profits, client range, customer satisfaction rates and market share in the industry. Once we have a clear understanding of how successful the product and partnership is on both Leading Global and Apple Inc. , together we can determine if additional staff, equipment, materials, or any other considerable assets are needed. If the product is selling well, we can produce more products and deliver them to the remaining Apple stores.

Additionally, If both companies are mutually beneficial, Leading Brands would be more than willing to extend the contract to innovate future products together. Schedule This schedule offers the timeline for our partnership with your company. We aim to have the partnership firmly established next month and distribute products to at least 200 Apple stores over the next year. 1. Create and sign business partnership agreement November 23, 2012 2. Agree upon location(s) to manufacture product November 30, 2012 3. Finalize 40-member team and allocate individual

roles December 2, 2012 4. Team members complete ten day training program December 18, 2012 5. Analyze final report from previous testing January 3, 2013 6. Product development and mass production of product and packaging January 15, 2013 7. Broadcast Super Bowl commercials February 3, 2013 8. Market testing using computer simulations April 6, 2013 9. Analyze target market to determine where to place products June 28, 2013 10. Begin advertising campaigns globally August 1, 2013 11.

Announce pre-sale and regular sale date September 6, 2013 12. Distribute to 200 of Apple’s 393 stores worldwide November 18, 2013 13. Release product to members who purchased product pre-sale December 2, 2013 14. Sell product to general public for holiday season December 15, 2013 15. Analyze market to create contingency plan March 1, 2014 16. If successful, deliver product to the remaining 193 Apple stores April 4, 2014 Staffing Leading Global brings four experienced staff members to this partnership that will play a role as project supervisors.

These members include Jonathan Markel, Charles Tuey, Richard Gibbet, and myself. As Product Design Engineer with a MS in Electrochemistry, Jonathan Markel has experience with consumer electronic products and component modules (batteries). During the training program, he will train team members about direct battery design development. Apple would benefit from having him on our team because he has had experience with testing for performance and safety failures of Apple’s Battery Charger. His experience working with overseas manufacturers is also useful for this project because we are selling the smart charger globally.

With a degree in Computer Science and fluency in Mandarin, our Computer Programmer, Charles Tuey, will provide program management experience in high tech and operations. His hardware and software development experience is a very valuable asset to when testing products. Since he wrote the code to exercise batteries and developed embedded systems to enable special battery testing functions, he will train team members in product testing. Richard Gibbet, the Energy Analyst for Leading Global, earned a degree in Electrical Engineering and has a unique expertise with power management, optimization, and battery life.

He will help work with Apple to expand their social responsibility within the community and environment. Richard will contribute to the partnership by disclosing information that Apple can use to essentially maximize the battery life within their existing products, which as a result will increase customer satisfaction in the greatest degree. As the CEO of Leading Global and a recent graduate from the University of Maryland’s Robert H. Smith School of Business, I can guarantee that my management and leadership skills will be advantageous to the partnership and will make a lasting impression on the senior managers at Apple Inc.

Leading Global has a support staff of 140 members. We operate in five different countries with approximately 20 facilities for design and production purposes. Leading Global has a highly trained, motivated, and experienced staff that bring unique opportunities to the table. Their functions and responsibilities vary throughout the design, testing, analyzing, development, and production departments. Once Apple partners with Leading Global, interviews will be conducted to allocate additional staff members to complete the project. Budget Leading Global has a total valuation of one million dollars.

As a partnership, Apple will own 50% equity, which totals to $500,000. This will allow Apple to add another great brand to their repertoire. In order to gain 50% ownership in Leading Global, Apple will be responsible for: Staff Salaries$ 200,000 Development Costs$ 200,000 Promotion Costs$ 25,000 Contingency Budget$ 75,000 Total$ 500,000 Authorization Request Leading Global’s smart battery charger can protect your device’s battery from failing and will prolong its life – they’re fully automatic so you can connect and forget. My maximizing battery performance and lifespan, it also conserves energy.

This product will be a beneficial addition to your product line because it has great potential to increase Apple’s customer satisfaction, which will result in better customer reviews and allow for the company to maintain its highly established name. Along with happier brand loyal customers, this product will help Apple gain new potential clients by following eco-friendly trends towards promoting social responsibility. Please respond to this proposal by November 1st or Leading Global will seek an alternative company for partnership and production of this product. I welcome the opportunity to continue this discussion forward.

Thank you for your time. I look forward to hearing from you. Sincerely, Jessica Bierman Chief Executive Officer Leading Global Works Cited Apple Support Communities. Apple Inc. , 24 Oct. 2011. Web. 20 Oct. 2012. <http://www. apple. com/support>. Chan, Joshua. “Vampire Energy: Essential Answer. ” Stanford Magazine. Stanford University, Apr. 2011. Web. 9 Sept. 2012. <http://alumni. stanford. edu>. Christman, Jeanne. “The Case of the Burning Laptops. ” Journal of Case Studies 30. 1 (2012): 88- 97. Sfcr. org. Society for Case Research, June 2012. Web. 14 Oct. 2012. <http://www.

sfcrjcs. org>. Kaplan, Robert S. , and David P. Norton. “Putting the Balanced Scorecard to Work. ” Harvard Business Review. Harvard Business School Publishing, Sept. 1993. Web. 12 Oct. 2012. <http://hbr. org>. Smith, Stephen. “Apple Recalls 1. 8M Laptop Batteries. ” CBSNews. com. CBS Interactive Inc. , 11 Feb. 2009. Web. 12 Oct. 2012. <http://www. cbsnews. com>. “The Energy-Efficient Way To Power Your Accessories. ” Apple Battery Charger. Apple Inc. , Feb. 2010. Web. 20 Oct. 2012. <http://www. apple. com/battery-charger>. Annotated Bibliography Chan, Joshua.

“Vampire Energy: Essential Answer. ” Stanford Magazine. Stanford University, Apr. 2011. Web. 9 Sept. 2012. <http://alumni. stanford. edu>. Energy vampires are appliances that consume excess electricity and increase power bills. Whether appliances are large or small in size, on, idle, or off in power, full or empty in battery percentage, they use up watts of energy when they are connected to the wall. Statistical evidence shows that leaving empty chargers in the outlet with nothing connected, commonly referred to as “no lode mode,” is one of the easiest ways to waste electricity.

“According to the Berkeley Lab’s testing, cell phone chargers in no load mode consume around 0. 26 watts, and laptop chargers, 4. 42 watts… these numbers by themselves constitute a trickle, but when multiplied by the dozens of idle or ‘off’ devices in millions of American households, these sneaky energy vampires are responsible for an estimated 10 percent of residential energy use. That equates to at least $4 billion paid for wasted energy every year” (par. 4). The author of this article is credible because he is a human biology major at Stanford University, an education that provides him with the resources to obtain reliable data.

He uses statistical evidence derived from Lawrence Berkeley national Laboratory’s Standby Power Summary Table. Additionally, he uses Berkeley Lab as a resource for gathering his testing information. The goal of this source is to encourage awareness of energy vampires and proposes alternatives to prevent overcharging of devices, conserve money, electricity, and energy, and take a giant step towards preserving the world. Chan proposes that American’s take further action by killing energy vampires in order to help the environment and reduce the nation’s debt.

This source was helpful to me because it provided me with statistical data I can use to back up evidence that consumers are struggling in today’s economy and therefore they can benefit by products that decrease their monthly electricity bills. I used this data to form the introduction to my proposal. This changed how I thought about my topic because instead of focusing solely on client needs and wants, I am indirectly able to target a secondary audience of average households who are struggling in todays economy.

Additionally, I used data regarding the total cost spent in the US per year on wasted energy as the first sentence in my backgrounds and goals section of my proposal. Keywords: Energy, Vampire, Consumption, Environment Christman, Jeanne. “The Case of the Burning Laptops. ” Journal of Case Studies 30. 1 (2012): 88- 97. Sfcr. org. Society for Case Research, June 2012. Web. 14 Oct. 2012. <http://www. sfcrjcs. org>. This case provides information on today’s leading trends targeting the fast-paced environment and the increased use of portable electronic devices on a daily basis.

It also gives a technical explanation of the benefits and failures of lithium ion batteries, as well as the effects these failures have on Apple and the market in general. In exchange for a longer charge and product convenience, the batteries that run Apple’s smallest lightweight devices can result in incidents such as minor burns, explosions, and even fires. Due to this, Apple had to recall 1. 8 million batteries on August 24, 2006, affecting “1. 1 million batteries in the United States and 700,000 more globally” (91).

This information is helpful to me because it proves that although Apple is such a highly developed company with a very reputable name, the company has made huge mistakes that affect some of the major goals of their organization, which are profit, market share, and customer satisfaction. The case is objective because it examines both sides of the product default and recall situation by comparing challenges with benefits. This case provides reliable information because it was approved by the University of Maryland’s database for research.

The case encloses references at the end of credible sources as well. This source was helpful to me because having a better understanding of how the product failure occurred enabled me to make sense of the reason behind Apple’s poor customer satisfaction. It has shaped my argument because the technical explanation behind lithium ion battery failure helped me pinpoint an unmet need for Apple, poor customer satisfaction and battery defaults, and provide a product that can meet this need, smart charger that reduces battery defaults to increase customer satisfaction.

I use evidence of burns, explosions, and fire incidents in addition to Apple product recalls in my background and goals section of my proposal in order to increase pathological appeals of consumers getting hurt and the company loosing a lot of money and high reputation. Keywords: CPSC, Recall, Batteries, Failure, Lithium-ion, Fire, Ethics, Engineering Kaplan, Robert S. , and David P. Norton. “Putting the Balanced Scorecard to Work. ” Harvard Business Review. Harvard Business School Publishing, Sept. 1993. Web. 12 Oct. 2012. <http://hbr. org>.

This article explains how Apple’s senior management uses scorecards as a guide for prioritizing importance and accessing performance of the company and its associates based on four major perspectives (4). Customer satisfaction is valued as the number one most successful measure of Apple’s company performance. The information also suggests that Apple has changed from a technology- and product-focused company to a customer-driven company (4). This information is reliable because it displays information directly from the mission statement of Apple’s Executive Management Team.

Harvard Business Review database is approved by the University of Maryland’s research center as being a credible source. The goal of this source is for its readers to understand the different perspectives of management and scale the importance of each perspective. This source shaped my argument because it provides a mission statement that I can compare with unmet needs in order to motivate action and persuade my client that my product and partnership is worth the time, costs, and effort.

I used this source in my background and goals section to reinforce the client’s goal as a senior manager and compare it with the goals of my product and company. I used the trend towards being a customer-driven company to emphasize the benefits of increased customer satisfaction by partnering with my company and selling my product. Keywords: Customer, Satisfaction, Management, Perspectives, Commitment LP_IA1: Prewriting Letter Proposal Due: Printed copy due Tuesday, June 19 1. What is the product or service you are providing?

a. The product I am providing is a smart charger for a client’s well-known company. The smart charger automatically disconnects electronic devices plugged into the outlet after the device has reached its maximum battery potential or is in stand-by mode. 2. Who is your general audience? Who is the specific audience (client) for the Letter Proposal? b. General audience: households and small business owners struggling in today’s economy; include client company’s longest, experienced and loyal customers c.

Specific Audience: Apple – Dan Riccio, senior vp of Hardware Engineering at Apple Inc. 3. The background section of the Letter Proposal identifies the problem and discusses the goals or purpose of the project. Since you do not have an RFP that highlights your client’s problem, your goal is to convince the client that a problem exists (that will be solved by your product or service). What is the client’s problem? Or what need is unmet that you could meet? d. For years, customers have experienced battery defects in a variety of manufactured products.

There are no smart chargers on the market tailored to Apple products. I want Apple to gain competitive advantage by engineering a smart charger that will decrease battery defects and provide benefits exclusively to customers. 4. Identify the outcome the client seeks. What is the perfect match up between your client and your product/services? e. Outcome of client adopting my product would be increasing profits and customer satisfaction. i. Increased customer satisfaction, according to senior executives, has become the single most important measure of productivity.

With higher customer satisfaction comes better customer service reviews. This will ultimately lead to stability of customer bases and happier customers. ii. Higher profits, or larger net income, are extrinsic rewards that drives Apple’s company success by motivating employees to perform at maximum potential. f. Promoting better safety methods and procedures are essential because battery defects resulted in customers getting hurt (burned) and even laptops lighting up in fire. 5. Brainstorm by writing down every idea and detail that will help that client achieve that objective.

g. Partnering with Leading Global. Apple must be able to recognize that the problem(s) exist and must be willing to take responsibility for not taking care of the issue sooner. They have the well-known name and reputation for selling top quality products, we have the ability to design, engineer and produce the product. 6. Prioritize again by focusing on the client’s most pressing needs. LP_IA2: Letter Proposal Preparation and Outline PART ONE: The 9 Rhetorical Variables of your Letter Proposal and of the Letter Proposal genre

TEXT: category or type of writing| Informal Letter Proposal * Outside the business * Written offer to solve problems * Sell product| SUBJECTS: the things you are talking about| * Partnership between Leading Global and Apple Inc. * My product, the smart charger, and how it fills the needs of client’s problem(s)| PURPOSE: your reason for writing: to+verb [to ______my audience who is_______that/to______]| To persuade Apple who is resistant to partnering with Leading Global and purchase my product| AUTHOR: the person creating the text.

Who are you and what goals do you have in the text? | * ENGL 494 student writing a letter proposal for my professor and class * CEO of Leading Global who wants to successfully persuade my resistant audience (client) to buy my product. | AUDIENCE: the person receiving the text from the author. What do they need/want/think? | * Specific audience (client): Dan Riccio, senior vice president of Hardware Engineering at Apple Inc. -Need: safe product that will fix problem (battery defects) -Want: increase profits, customer satisfaction and competitive advantage -Think: resistant to proposal

* General audience: households and small business owners -Need: safety (burns or fires from overheating of processor, less battery defects) and lower costs (price of product and monthly/yearly electricity bills) -Want: satisfaction, better customer service, product value, environmental and economical benefits and better product performance (longer battery life) * Secondary audience: Professor Wilson and peers in ENGL 394 class -Need: knowledge of how I intend to successfully persuade specific audience (client) -Want: learn about the product I am selling

-Think: interested in proposal| CONSTRAINTS: the rules of the text; what you should do/not do in the text; how you should format; what content do you need to discuss.

| * Must be an individualized product, go to a specific audience (must be a real person), use persuasion, contain in-text citations (research) and annotated works cited, and have a formal/professional tone * Also must have an intro, background of the problem and purpose, proposal of the plan and schedule, staffing, budget, and authorization| EXIGENCE: the event/request that prompts the text| * Leading Global needs to partner with a corporation with a well-known, established name and reputation for selling top quality products.

* I have located a potential client with a need that can be met with my product. | CONTEXT: where the author and audience write and read the text| * On Dan Riccio’s desk (where he works- in California) * Direct mail * Blackboard| CULTURE: the ideas and beliefs of the author/audience and within the world of the text. | * One of persuasion and resistance * Corporate culture has a history of positive environmental impact through their energy efficiency and footprint * Apple is known for focusing on customer needs and wants and how those needs and wants can be met by their product|

PART TWO: Prewriting, Writing and Revision Stages Prewriting: 1. What is the purpose of the letter proposal? a. The purpose of this letter proposal is to persuade my audience who is resistant to partner with Leading Global to purchase my product. 2. Your reader must be convinced your proposed product or service is worth the price. How will you convince them? b. My product can give you a competitive advantage by making consumers happier. c. My product can offer a solution for unsatisfied customers by eliminating the occurrences of battery defects.

3. Because the audience is resistant, you will need to use a persuasive approach that emphasizes benefits. How will you do this? d. After establishing credibility, I will hook my resistant audience in with unsatisfied customer complaints, history of product recalls, and their potential to gain new customers, earn more profit, improve their prestigious reputation, and increase market share. Writing: 1. You will need to collect data of your reader’s business, your product/service and how your product/service is a good match for their business needs.

Where will you/have you done research and what else might you need? Research have you completed:| * Many of Apple’s laptop batteries have been recalled due to safety issues. * Apple has invented a charger for batteries that wasn’t very successful. * Senior management uses scorecard as a guide for prioritizing importance and accessing performance of the company and its associates based on four major perspectives. * Customer satisfaction is valued as the most important measurement of performance because Apple has changed from a technology- and product-focused company to a customer-driven company.

| Research have you yet to complete:| * What are the going rates, prices, and costs of the industry? * What are similar products that Apple’s competitors offer? * When is the company’s strongest selling season? * What is the company’s mission statement? | 2. You will need to identify 3-4 specific purposes/benefits of this proposal for your client. Benefit 1| Offer a competitive advantage or the ability to keep up with competition | Benefit 2| Increase profits and market share of the industry. | Benefit 3| Gain new potential clients and increase brand loyal customers.

| Benefit 4| High customer satisfaction, which will result in better customer reviews and allow for the company to maintain its highly established name. | Revising: Complete this section after peer review but before final submission of the Letter Proposal Hint at extraordinary results with details to be revealed shortly| Possibility of expanding contract if partnership and product provides successful results| Promise low costs or speedy results| Speedy results| Mention a remarkable resource (well-known authority, new computer program, well trained staff) available exclusively to you.

| Experienced staff| Identify a serious problem (worry item for your client) and promise a solution, to be explained later. | Problem could be that Apple was unsuccessful in selling a similar product and doesn’t want to take the risk | Specify a key issue or benefit that you feel is at the heart of the proposal| Increased customer satisfaction| TASK| YES/NO| You have clearly emphasized audience benefits| YES| You have improved readability with functional headings and lists| YES| You have reviewed your dates and budget figures| YES| You have read aloud your entire proposal| YES|

You have effectively persuaded your resistant audience to accept your product or service. | YES| PART THREE: Sections of the Letter Proposal and your responsibilities INTRODUCTION: Most proposals begin by: 1. Explaining the reasons for the proposal. What are your reasons? a. The purpose of this letter proposal is to persuade my audience who is resistant to partner with Leading Global to purchase my product b. Leading Global needs to partner with a corporation with a well-known, established name and reputation for selling top quality products.

c. I have located a potential client with a need that can be met with my product. 2. Highlighting the writer’s qualifications. What are your qualifications? d. CEO of Leading Global: a leader in renewable energy (mission: to change the way power is made) e. Graduated from University of Maryland’s Robert H. Smith School of Business f. Eight years of customer service experience 3. To make your introduction as persuasive of following you will need to provide a “hook”. Practice with 2-3 of the options below. g.

According to the latest research conducted at Stanford University, it is estimated that approximately four billion dollars a year is wasted due to poor charging practices. h. It is common for people to forget to unplug their products, yet they are often surprised how expensive their electricity bills are. BACKGROUND, PROBLEM, AND PURPOSE The BACKGROUND section identifies the problem and discusses the goals or purposes of the project. 1. The problem is: a. For years, customers have experienced battery defects in a variety of manufactured products. 2.

Goals or purposes of the project (remember to highlight AUDIENCE benefits here) b. Offer a competitive advantage or the ability to keep up with competition c. Increase profits and market share of the industry. d. Gain new potential clients and increase brand loyal customers. e. High customer satisfaction, which will result in better customer reviews and allow for the company to maintain its highly established name. 3. In an unsolicited proposal, your goal is to persuade the resistant audience that a problem exists. What is the problem? f.

For years, customers have experienced battery defects in a variety of manufactured products. There are no smart chargers on the market tailored to Apple products. I want Apple to gain competitive advantage by engineering a smart charger that will decrease battery defects and provide benefits exclusively to customers 4. In order to persuade, you must present the problem in detail. For instance, you might discuss such factors as monetary losses, failure to comply with government regulations, or loss of customers. How will you present the problem? g.

Apple is losing customers, potential profit, reputation, and market share to their competitors. PROPOSAL, PLAN, AND SCHEDULE A. In the proposal section itself you should discuss your plan for solving the problem. 1. What is your plan for solving your client’s problem? a. My plan is to create a partnership with Apple. Together we will combine our available resources to produce the best quality product for Apple to sell to its customers worldwide. 2. How will you disclose enough details of your plan to secure the contract without giving away so much information that your services aren’t needed?

b. I will explain what the product is that I want to make without providing the specific details of the engineering process. Additionally, I will disclose that my company has located the flaws leading to the failure of Apple’s battery charger in addition to the weakness of Apple’s customer satisfaction. Apple will need to partner with Leading Global to utilize the knowledge and expertise of our staff in order to discover the solution to their faults. B. In the proposal section you tell your client what you propose to do and how it will benefit the audience. 1.

Explain how what you propose to do will benefit your audience. a. Offer a competitive advantage or the ability to keep up with competition b. Increase profits and market share of the industry. c. Gain new potential clients and increase brand loyal customers. d. High customer satisfaction, which will result in better customer reviews and allow for the company to maintain its highly established name. C. Remember that a proposal is a sales presentation. You will sell your methods, products and deliverables (items left with the audience). 1. Discuss what methods, products or deliverables you plan to sell your client.

a. Selling a partnership will offer Apple a 50% share in Leading Global, which will increase Apple’s market share by 8%. This partnership includes introducing a new Apple product to the market, which will improve customer service performance by 30% and also increase Apple’s market share by 3%. D. Specify how the project will be managed and how its progress will be audited. 1. The project will be managed by the acceptance of Apple to partner with Leading Global. Its process will be audited through a schedule of events according to the date of completion. E.

Include a schedule of activities or timetable showing when events will take place. Use the grid below to organize the tasks and dates. You might not use all of the spaces. 1. Create and sign business partnership agreement November 23, 2012 2. Agree upon location(s) to manufacture product November 30, 2012 3. Finalize 40-member team and allocate individual roles December 2, 2012 4. Team members complete ten day training program December 18, 2012 5. Analyze final report from previous testing January 3, 2013 6.

Product development and mass production of product and packaging January 15, 2013 7. Broadcast Super Bowl commercials February 3, 2013 8. Market testing using computer simulations April 6, 2013 9. Analyze target market to determine where to place products June 28, 2013 10. Begin advertising campaigns globally August 1, 2013 11. Announce pre-sale and regular sale date September 6, 2013 12. Distribute to 200 of Apple’s 393 stores worldwide November 18, 2013 13.

Release product to members who purchased product pre-sale December 2, 2013 14. Sell product to general public for holiday season December 15, 2013 15. Analyze market to create contingency plan March 1, 2014 16. If successful, deliver product to the remaining 193 Apple stores April 4, 2014 STAFFING The staffing section of a proposal highlights the credentials and expertise of project leaders: Use the grid below to organize project leaders and their credentials or expertise. You might not use all of the spaces. PROJECT LEADERS| CREDENTIALS/EXPERTISE|

Jessica Bierman (me)| CEO of Leading Global- Business school graduate| Jonathan Markel| Product Design Engineer * Five years of experience in consumer electronic products * Experience with component modules (batteries) * Experience working with overseas manufacturers * Five years of direct battery design development and performance/safety experience * MS in Electrochemistry| Jamie Stone| Battery Test Engineer * Experience in testing complex battery systems and data analysis * Experience in design, testing, and validation of electronic systems * Developed and qualified advanced lithium ion polymer technology for portable power consumer appliances * Collect, store, analyze, and present battery related test data| Charles Tuey| Computer Programmer * Program management experience in high tech and operations * Wrote code to exercise batteries, develop embedded systems to enable special battery testing functions * Experience with hardware and software development * Computer Science degree| Richard Gibbet| Energy Analyst * Degree in Electrical Engineering * Experience managing environmental compliance for a consumer electronics company * Expertise with power management/optimization and battery life * Development of power models and projection of power before implementation, and power analysis methodologies for low power design and implementation|

The staffing section also identifies the size and qualifications of the support staff, along with other resources such as computer facilities and special programs for analyzing statistics. Use the grid below to organize size/qualifications of the support staff and other resources. You might not use all of the spaces. MEMBERS OF SUPPORT STAFF| Leading Global has a support staff of 140 members. We operate in five different countries with approximately 20 facilities for design and production purposes. | QUALIFICATIONS OF SUPPORT STAFF| Leading Global has a highly trained, motivated, and experienced staff that bring unique opportunities to the table. Their functions and responsibilities vary throughout the design, testing, analyzing, development, and production departments.

Once Apple partners with Leading Global, interviews will be conducted to allocate additional staff members to complete the project. | OTHER RESOURCES| | Most of all the Staffing section is intended to endorse and promote your staff, and to demonstrate to the client that your company can do the job. 1. In what specific ways might you endorse/promote your particular staff? a. I will promote my staff by providing the client with several of their unique experience. BUDGET A central item in most proposals is the budget, a list of projected costs. You need to prepare this section carefully because it represents a contract; you cannot raise the price later—even if your costs increase. You can, and should, protect yourself from rising costs with a deadline for acceptance.

In the budget section, some writers itemize hours and costs; others present a total sum only. Your analysis of the project will help you decide what type of budget to prepare. 1. What type of budget (itemized or total sum) will you prepare, and why? a. The budget will be a combination of itemized and total sum because Leading Global is selling a partnership as well as a product. AUTHORIZATION REQUEST Informal proposals often close with a request for approval or authorization from the audience/client. The closing should remind the reader of key benefits and motivate action. This should continue to remind you of our persuasive documents. 1. List the key benefits that you will include in the closing. You might not use all of the spaces.

Benefit 1| Offer a competitive advantage or the ability to keep up with competition| Benefit 2| Increase profits and market share of the industry| Benefit 3| Gain new potential clients and increase brand loyal customers| Benefit 4| High customer satisfaction, which will result in better customer reviews and allow for the company to maintain its highly established name| 2. How will you motivate action? a. I will motivate Apple to take further action by providing a schedule with time limits to emphasize. If Apple fails to comply with the available guidelines and procedures, Leading Global will not hesitate to seek an alternative company to replace Apple’s duties. If one of Apple’s competitor companies completes the project with our company, there is no guarantee that the news regarding Apple’s failed product will be withheld from the public.

It should also include a DEADLINE beyond which the offer is invalid. You need to be clear on why you have chosen this date. 3. What is your deadline date, and why? b. My deadline date is April 4th, 2014 because after the creation of the product, it gives Apple the proper amount of time to test the markets, release the product to the public in the right demographic margins, and create a contingency plan. If the product isn’t selling well, Apple won’t release any more smart chargers to their stores. If the product is selling phenomenally, we are provided enough time and cash left in the budget to hire additional staff members and produce more products to sell to the remainder of Apple stores around the world.

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