My name is Soma Jurgensen, I'm the chair of the School of Business at Rasmussen College in Brooklyn Park Minnesota.

我的名字是Soma Jurgensen 是位於Brooklyn Park Minnesota的Rasmussen College商學院的主任

For today's video, our learning objectives are to:

在今天的影片之中 我們學習目標有

One, be able to organize a proposal into specific sections.

第一 將企劃書組織成專門的區塊

Two, induce problem discovery in the problem statement,

第二 在問題論述的地方進行問題探討

propose SMART solutions and to conclude your proposal with power.

接著提出SMART原則之下的解決途徑 然後於最後留下強而有力的結尾

The organization of a proposal follows pretty common conventions.

一個企畫書的編排 依循著相當普遍的成規

There's a purpose statement,

有一個企劃宗旨

which is a short statement of about a paragraph explaining what you're proposing, why,

也就是一個簡短的段落 說明你所要企畫的內容 為何提出這個企劃

and what the benefit will be to the company.

以其對於公司的利益

There's a problem statement that fully identifies the problem,

接著是問題論述 充分定義問題

but the most important characteristics of the problem

但所探討的是問題最重要的特質

that than relate to your solution.

也就是接著會關係到解決方案的部分

So your solution should be related directly to your problem.

所以你的解決方案需要直接呼應到問題之上

And then there's the cost-benefit.

然後接著是成本效益分析

Because any solution is going to require resources.

因為任何的解決方案都需要動用資源

How do you balance that cost with the benefits that the organization realize?

該如何平衡成本與公司所回收的成本?

And because proposals require approval to move forward,

然後因為企劃書需要核准才能開始推動

how do you conclude with power to ensure the best chance have your proposal being instituted by the organization?

所以 如何做才能透過有力的結尾 讓自己的企劃有最高的機會被公司所執行？

Start with the purpose.

首先是企劃宗旨

A purpose statement is like a movie trailer or a pitch.

企劃宗旨就像是電影預告或是提案

One of the most famous pitches is that for "Alien."

最有名的提案就是《異形》

The person, who was pitching it, is rumored to have said that,

提出這個提案的人 在傳言之中是這麼說的：

"Alien is like Jaws on a spaceship."

「《異形》就是在太空船上的《大白鯊》」

That's it.

就這樣

"Jaws on a spaceship."

「在太空船上的《大白鯊》」

No extra words used.

沒有贅字

All the connotations of Jaws, and all the magic,

所以關於《大白鯊》的聯想 所有的魔法

and science fiction feelings and thoughts of a spaceship were brought together in that one sentence.

那些關於太空船的科幻情感與想像 都在一個句子之中被帶出來

Now, I don't know that any purpose statement for a business can be quite that concise, or that visual,

雖然我不知道任何商場上的活動企劃書 曾經做到著麼精簡 這麼具體

but you do want to keep it to a one-paragraph introduction.

但你還是希望把一切濃縮在一個段落

This is like a trailer, you're getting a taste of what's coming, but you want to read more.

這就像一個電影預告 你淺嚐即將端上來的東西 然後你想看得更多

In it, you want to identify the problem,

在這之中 你會要定義問題

preview the solution,

預告解決方案

and illustrate a better future.

然後描繪一個美好的前景

In the Alien pitch, "Jaws on a spaceship."

在《異形》的提案中就是 「太空船上的《大白鯊》」

Well, Jaws grossed quite a bit of money,

《大白鯊》賺了好一些錢

and at the time that this idea was pitched,

而這個提案被提出的時候

science fiction movies in those in space were getting quite a bit of attention.

在宇宙中的科幻電影正獲得一些注目

So this better future for the producer, was clearly a lot more money for a famous grossing film,

所以這個捧給製作人的美好前程 彰顯一個可以滾進的大量營收的強檔鉅片

which is exactly what Alien became.

也就是《異形》最後的成果

Here's an example of a purpose statement:

這裡是一個企劃宗旨的例子：

Gardens R Us has struggled to grow their business through more landscaping clients.

「Gardens R Us 無法在景觀美化的客戶得到公司成長

A site audit reveals that rewriting website copy can optimize the site for landscaping search engine results

一次的網頁稽核顯示 只要重新改寫網頁的程式語言 就可以優化「景觀美化」在收尋引擎之中的收尋結果

that will lead to new business.

這會帶來新的商機

I've emphasize some words here.

在這裡我強調了幾個字

So Gardens R Us is the organization that I work for in this case, as an example.

所以Gardens R Us是我在這個案例之中服務的公司 以它為例

And I am indicating that this organization,

然後我指出這個公司

my organization, has struggled to grow our business

我的這個組織 在成長上遇到瓶頸

through more landscaping clients.

在景觀美化的客戶這方面

We've conducted the site audit in our marketing department,

在行銷部門之中 我們已經進行了網頁稽核

and it's revealed,

然後它顯示

so you notice that I use evidence here,

所以看到我在這邊用了證據

that rewriting the website's copy can optimize the site for the landscaping keyword search engine,

重寫網頁的程式語言 會優化收尋引擎之上「景觀美化」的關鍵字查詢

So the search engines can find those results that will lead to new business.

所以收尋引擎就可以找到這些結果 並帶來新的商機

So this is the example of the future.

這就是一個「提及未來」的例子

So in a purpose statement ask yourself these questions and then hone it down to a single paragraph.

所以在企劃宗旨之中 問你自己這幾個問題 並把一切濃縮到一個段落之中

And you notice no where here do I have the word "I."

你同時也可以注意到我在這並沒有用「我」

Remember that a proposal is a professional document,

記得企劃書是一份正式的文件

and therefore should be written in the third person professional.

所以應該以專業的第三人稱書寫

So the first question is, what are you proposing?

所以第一個問題是 你在企劃什麼？

In this case, I'm proposing rewriting website copy so that

在這個例子之中 我提議重寫網頁的程式語言

landscaping can be optimized for search engine results.

使「景觀美化」的收尋結果可以在收尋引擎中被優化

I'm proposing this because......

我提出這個企劃是因為.....

And you notice I start with my reason,

然後你會注意到我從「理由」出發

and then go to my solution,

接著寫到「解決方案」

but this is just easier to think through as you're drafting.

這是為了在打草稿時 可以思考的更流暢

So the reason I'm proposing this is

所以我提出這個企劃的原因是

because my company has struggled to grow their business through more landscaping clients.

因為公司在景觀美化的客戶方面遇到成長的困境

So this is what the business wants. And why?

這是公司想要知道的 至於為什麼呢

Because the end benefit is new business. Right?

因為最終效益是新商機 不是嗎？

They don't want to serve the same clients over and over again and just serve them more.

他們不想要一直服務同樣的客戶 一而再再而三 然後再塞給他們更多東西

They want to bring in new clients in the landscaping area,

他們希望可以在景觀美化地方帶入更多的新客戶

so with my end benefit, I've also shown that understand the needs of my company

所以有了我的最終效益 我同時也展現我了解公司的需求

and what they're trying to do in their business.

以及他們嘗試在做的工作

A lot to do in just a short paragraph.

在短短一個段落之中 有很多需要做

The problem statement is next,

問題論述是下一個

and, so, do delineate and organize under subheadings.

務必描述和歸納在各子標題之下 (註：這邊講者突然插入這句話，意思是在企劃書的各個部分都需要做好描述以及歸納整理的工作)

So the problem statement can either be simply problem statement,

所以問題論述可以直接是一個簡單的問題陳述

or you can reveal the problem in the subheading itself.

或是在「問題論述」的子標題底下 揭發問題的本身

So in the case of the previous example,

所以在前面的例子之中

I might say, "landscaping customers still hold only five percent of our business."

我可以說：「景觀美化的客戶仍佔企業的5%」

So I do reveal that a serious problem exists in the problem statement.

所以我在問題論述之中 揭露了一個嚴重的問題

But, do know, that it's a missed opportunity.

但 請記清楚 這是一個錯失的機會

One thing you don't want to do is make the reader feel like you are criticizing their work.

一件你不想要做的事情是讓讀者覺得你在批評他們過去的成果

That a serious problem exists that we're not getting landscape customers is something the

你要說的是 現在存在一個嚴重的問題就是我們抓不住景觀美化的客戶

whole organization is struggling with.

這是整個組織的困擾

And I've identified this as a missed opportunity for the company.

然後我替公司洞悉了這個錯失的機會

So now I'm gonna define it in the problem statement.

所以我要在問題論述之中定義著個問題

How long has our organization been trying to attract landscaping customers?

我們公司嘗試吸引景觀美化的客戶多久了？

Why, in this case, landscaping customers are more profitable?

為什麼在這個個案中景觀美化的客戶會更有利可圖？

For us there's less upkeep once the design is put into place by us,

可能是因為 對我們來說 當新的設計上線後我們只需要更少的維護

and so as the customer stays longer we actually enjoy more profit from them.

所以假如客戶可以待得更久 我們事實上就可以從他們身上享受更多的利益

And for whom is it a problem?

然後對誰來說這是一個問題？

It's a problem for the whole organization because the growth in the health of this organization relies on new customers.

這對於整個組織都是一個問題 因為公司能健全成長 仰賴著新的客戶

Support the symptoms with relevant statistics.

利用相關的統計府做這些徵兆

At this point, I might say that,

在這個點上 我可能會說

"5 percent of our customers are represented by landscaping business."

「5%的客戶是由景觀美化的客戶提供」

"If our goal is 20 percent, I can say that we're still in the single digits

「假如我們的目標是20% 那我可以說我們仍然只在目標的第一個位數

while we are trying to reach a 20 percent of business out of landscaping customers."

當我們正在努力達成20%來自景觀美化的客戶比例」

That's a relevant statistic.

這就是相關的統計

Now some other symptoms you might say that are:

現在 其他你能說的徵兆有

"when we do get a new landscaping customer,

「當我們攫獲一個新的景觀美化用戶時

we tend to lose them at twice the rate of our gardening services for snowplow customers."

我們常以兩倍的速度流失他們 相較於使用庭園服務的除雪客戶」

Right? Relevant statistic. Losing customers is a symptom.

對吧？ 相關的統計 失去客戶就是一個徵兆

Those small number of landscape customers is a symptom.

那些極少數的景觀美化客戶就是一個徵兆

And third might say, "perhaps our current landscaping customers

然第三你可能說：「或許我們現階段的景觀美化客戶

have told us that we don't have the expertise to meet their needs properly."

曾經告訴過我們 我們沒有專業技能可以適切地完成他們的要求」

And so that's another symptom that we can put some relevant statistics to.

所這些就是其他你可以用相關數據去佐證的徵兆

Does the owner have landscaping architecture as their primary education?

屋主是否有將景觀美化建築 作為基礎的教育？

Is it something that we should develop?

有沒有什麼是我們需要去開發的？

Is their expertise that we can bring in from outside for design,

有沒有專業人士 是我們可以從外部請來幫忙做設計的

but then satisfy the other areas that a customer would need.

但同時又能夠滿足客戶在其他方面的需求

So these symptoms need to be supported with specifics

所以這些徵兆需要用具體的事物去佐證

because that's one way to grow credibility.

因為這是增加可信度的一個方式

If you'd like to read a little bit more about making a case in your problem statement,

假如你想要多閱讀一點關於「如何在問題論述之中大作文章」

and how symptoms can be substantiated,

以及徵兆如何被證實

please visit the Sofia packet on "Making a Case in your Problem Statement" at your leisure.

請在閒餘之時造訪Sofia的訊息包「在問題論述中大作文章」

Now, after the problem statement, of course,

之後 在問題論述之後 當然

you're going to propose a solution.

你需要提出一個解決方案

That's why you began the proposal in the first place.

這就是你一開始撰寫企劃的原因

Now you'll notice I did not jump right into my recommended solution

你可以注意到 我沒有馬上跳到我的推薦解決方案之中

because, first, I have to bring the reader along with the discovery of the problem with me.

因為 首先 你需要帶著讀者依同來探索問題

Perhaps they knew they were frustrated by this five percent of landscaping customers,

或許他們知道他們正為5%景觀美化的客戶所擾

but they couldn't understand what was happening.

但完全不了解發生了什麼事

And we have, in our problem statement, brought other symptoms to light.

此時我已經 在問題論述之中 將徵兆都點明了

So now, this may sound elementary, but state your solution.

所以這個時候 雖然聽起來很基本 就可以表述你的解決方案

State it quickly, state it clearly.

寫的快速而簡潔

Do not assume that your reader knows exactly what you want to happen,

不要期待你的讀者會了解你所希望發生的事情

and don't allow them to read through several paragraphs to find your solution.

然後不要讓他們閱遍了好幾個段落才找到解決方案

So, in this case, I would state clearly that

所以 在這個個案中 我會清楚寫道：

"after a site audit, on page copywriting optimization is the way that we can reach more landscape customers."

「在網頁稽核之後 網頁程式語言的改寫是我們接觸更多景觀美化客戶的方法」

That has related it directly to the problem.

這就將它直接導回問題之上了

If we reach more landscaping customers, and show the expertise that we have on our website,

假如我們接觸到更多景觀美化客戶 並在網頁上向他們展現我們的專業能力

and show our ability to do the work for our contractors,

並展現我們幫承包商做事的能力

then we can keep those landscape customers.

我們就可以留下這些景觀美化的客戶

And this plan is workable.

這個方案是可行的

We're not talking about hiring a consultant to completely redesign our website,

我不是在討論找一個顧問來全部重寫我們的網頁

or create a million dollar advertising campaign.

或是製作一支上百萬的廣告

We're talking about something that, although challenging, is workable for our organization.

我們在談的是一件 雖然具挑戰性 但對於組織是可行的一件事

And we want to make it SMART, so if you recall from my last video that means:

所以我們要透過SMART落實 假如你記得上一支影片

S being specific, using specific language and goals.

S就是具體 用具體的語言和目標

So rewriting our website optimizes for landscaping search terms in order to increase our websearch results.

所以重寫我們的網路語言 會優化我們在「景觀美化」上面的收尋成果

That's specific language in goals.

這就是討論目標時 具體的語言

How will you measure success?

要如何衡量成效？

At this point in my solution, I might say that,

在這個點上 我可能會在解決方案中說：

"we would like to see our increase for landscaping services increase by seventy-five percent,

「我們希望詢問景觀美化服務的客戶提升75%

and if just two percent of them turned over into customers

假如2%的可以成為真正的消費者

that would increase our number of landscape customers in six months to 10 percent and double it.

那就會在六月後讓景觀美化的客戶達到10% 讓原本的數字翻倍

Now I'm talking about how to measure success.

現在我所談的就是衡量成效

And do I have support from experts at this point in my proposal?

接著是 我的企劃之中 是否有專家的支持？

I would show the impact that page copy optimization has on bringing in new customers

我會顯示 修改網路語言後的優化 所帶來的新客戶

and turning them into clients, paying clients.

並讓他們成為用戶 付費的用戶

I know that research is out there, so I will borrow from external experts to add credibility to my position and my recommendation.

我知道研究就在那裏 所以我會借用外部專業人士的言語來為我的立場和建議增加可信度

So this is my A, my agreed upon. And M for measurable.

這就是我的A 我的一致性 還有之前的M 可衡量性

So R for realistic. Challenging, yes, but realistic

R是實際 雖然有挑戰 但也要實際

Realistic is something that we can do with effort and resources.

實際就是我們可以透過努力和資源達成的事情

And finally time bound.

最後是時限

I would recommend in my solution that we follow a particular timetable that

我會在我的解決方案之中 建議遵循一個特定的時間表

we conclude a site audit, do a competitive analysis of keyword search terms,

我們會完成一個網頁稽核 做關鍵字查詢的競爭分析

test the new copy by three months so that

在三個月內完成新的程式語言

our new copy is ready to launch two months before our busiest time of the year,

以致我們新的網頁程式語言 可以在今年最忙時間點的兩個月之前上線

so two months before spring, okay.

所以在春天前的兩個月 可以吧

That is what allows my solution to be SMART.

這就是用SMART方法落實的解決方法

But first I have to convince my reader that my solution relates directly to the problem that I've reveal to them.

但我得先說服我的讀者 我所提供的解決方案是與我揭露的問題直接相關的

And now you have to be clear about the resources that you need.

所以現在你需要清楚你所需要的資源

So this is the costs and benefits section.

這就是成本效益分析的部分

First is time, that is a resource.

首先是時間 這是一個資源

Someone's time needs to be spent rewriting the website and writing new copy researching keyword terms.

有人需要哈時間編寫新的網頁語言 編寫新的關鍵字搜尋

There is some money involved potentially, because you would have to pay that person.

這其中很可能牽涉到錢 因為你會需要支付那個人薪資

You might decide that you want to pay a copywriter.

你或許會決定雇用一個程式設計師

There's going to be people needed either you're gonna have to hire them or you're going to have to redirect their work from within the organization.

你會需要人 因為你要不就是聘僱新的人 或是從公司內部找人指派新的工作

So now my benefits have to outweigh the costs.

所以現在我的利益一定要超出我的成本

In this case when benefit is very quantifiable, I can calculate the new business.

在這個例子中 利益是可以計算的 所以我可以計算這個新商機

So if I get even one new landscape customer that stays with us through two seasons,

所以假如我們攫獲一個新的景觀美化客戶 並使他跟著我們超過兩季

I make enough profit to pay for the solution.

我就會有足夠的營利去吸收解決方案的成本

Now my original solution says that success would mean seven new customers,

在本來的方案之中 成功可能代表著我需要七個新客戶

so I have more than paid for the resources I have used for this project.

所以我現在所回收的利益比企劃所投資的資源還多 (註：講者在這邊講得比較複雜，簡單說這個企劃只要有一個客戶就可以損益兩平，而企劃所預計增加的新客戶是七人，所以賺的比成本支出的還要來的多)

Sometimes the benefits, however, will not be monetarily quantifiable,

但有時候 利益沒有辦法以金錢來衡量

so think about it from the reader's perspective.

所以試著從讀者的角度出發

If I am talking to a nonprofit organization, and I'm trying to bring in clients from other areas,

假如我現在正在跟非營利機構談合作 然後我想試著引進新的客源

so for example, the Courage Center which is very well known in the Minnesota area for helping people with disabilities lead full lives.

舉例來說 Courage Center是明尼蘇打知名的機構 幫助身障人士走出完滿的人生

I wouldn't necessarily be able to quantify through profit

我無法用利益的方式計算

how our website optimization might affect business,

我們的網頁優化會如何影響這個商機

but if I'm able to reach more people who have disabilities,

但假如我可以接觸到更多的身障人士

and find them meaningful jobs, find them places to live where they can be independent.

讓他們做有意義的工作 並找到讓他們可以獨立居住的空間

That benefit can also be weighed against the costs of the project.

那這樣的利益也是可以拿來與公司成本衡量的 (註：這邊講者所要講的是從身心障礙者身上，找到新的勞動市場)

So don't be afraid to relate it to the mission or the core values of the organization, as well.

所以別害怕把這些事情回歸到公司的組織目標或核心價值

And all this that we've done is well and good,

所以我們現在所做的這些 已經相當不錯了

but this work, if you don't conclude by asking for what you want,

但這個工作 假如你不以你所要的作為結尾

will not make for a successful proposal.

那這就不是一個成功的企劃

So it's that time.

所以這就是時候了

Remind the reader that change is necessary, you've made a good case for change.

提醒你的讀者改變是必要的 你已經提供了一個很好的改變機會

Emphasize the benefits to the decision maker, do not go over the mean points of your solution.

對決策者強調好處 然後不要提解決方案中刻薄的部分

Now's the time to create a word picture in their mind.

現在是在他們腦中建立圖像的時候

So now you have rooms filled with people who need job placement and places to live,

所以現在你有一屋子的人需要工作 然後需要居住的地方

and who need counseling through their disability.

然後對於他們身心上的障礙 我們需要諮詢

You have a roster filled with landscaping customers,

你有一整張列表的景觀美化客戶

so that your spring and summer are already full two months out.

所以在春季與夏季 你已經有兩個月被占的滿滿的了

What does success look like from the readers point of view.

成功現在讀者的觀點看起如何呀？

And then ask for the next steps.

接著尋求下一個步驟