SBIR Proposal Writing Basics

SBIR Proposal Writing Basics: Show Triple Vision

Gail & Jim Greenwood, Greenwood Consulting Group, Inc.

When preparing an SBIR or STTR proposal, we think that it is very important that you have triple vision. Don’t worry, that doesn’t mean that we are recommending that you get tri-focal eyeglasses. What it does mean is that the reviewer wants to know your vision for what you will do in the proposed project, what you would do next, and what you would do ultimately with your innovation.

Proposed Project Vision

Maybe it is obvious that you have to tell the reviewer what you plan to do in the current project you are proposing to them, whether it is a Phase 1 or Phase 2. It may be obvious that you have to do this, but then why do we review a lot of proposals where the writer never does this? Maybe the writer thinks the reviewer will “figure it out,” but that is a dangerous and inappropriate assumption. Instead, you need to clearly explain WHAT you will be doing, HOW you will do it, WHO on your team will do it, WHERE the work will be performed, and WHEN it will be done. State the overall purpose of the project (e.g., in Phase I, it should be proof of feasibility of your innovation), state the objectives or milestones that should be met to accomplish that purpose, then offer detailed task descriptions to show you know how to do this research. This vision will be conveyed to the reviewer throughout the proposal (starting in the abstract), but is particularly important in the objectives and research/work plan sections.

What You Would Do Next Vision

So you finish the proposed SBIR/STTR project: then what? If it is a Phase 1 project you are proposing, then you need to tell the reviewer what you expect to do in Phase 2 if Phase 1 proves feasible. This needs to show the reviewer that the Phase 2 project will flow logically from the Phase 1 results. And if you are proposing a project to Navy or Army that involves a Phase 1 option, make sure that you explain what work you will do during that option with an emphasis on how it logically transitions the project from the Phase 1 base project (in which feasibility must be proven) and the Phase 2 effort.

If it is a Phase 2, then what work needs to be done between finishing the Phase 2 project and converting it into a commercial product or service? Once again, maybe it is obvious to you what needs to be done, but (a) it probably is not obvious to the reviewer and (b) even if it is, the reviewer wants to be sure that you know what has to be done. Talk about where you will be with your project at the end of Phase 2, what has to be done to get it to a Phase 3 product or service, how much money it will take do to that additional work, and where you envision that extra money coming from. This vision is conveyed primarily in the “Future Research” section of the proposal.

What You Will Do Ultimately Vision

Speaking of Phase 3, the reviewer also wants to know your vision for the product and/or service that will result from your Phase 1 and 2 projects if they are successful. Most agencies refer this as “commercialization,” while the Department of Defense often uses the term “transition” to refer to Phase 3 results that will be used internal to the military (and almost always the primary goal of a DOD SBIR/STTR project).

Even in a Phase 1 proposal, you have to convince the reviewer that you are focused on Phase 3 as the ultimate goal of your SBIR/STTR project. A rule of thumb: if all you are saying about Phase 3 is that there are “numerous potential commercial applications”, then you are not giving enough attention to this very important vision. What might be the market? What potential customers or strategic partners have you spoken with, and have they provided letters of support for the project, from a Phase 3 opportunity standpoint? You do not need to have the whole Phase 3 situation figured out, but you do need to convey that you are thinking seriously about it.

If this is a Phase 2 proposal, then this vision of Phase 3 has to be even sharper. Note that many agencies are looking for a 5 to 15 page Phase 3 discussion, which means you will need to draw the vision of what you will be selling and to whom in Phase 3, and provide detailed information to support that vision. Those letters from Phase 1 should be more than “support” and closer to “commitment.” Financial projections showing the market opportunity may be appropriate here, with assumptions clearly stated. If this is for the military, can you indicate the DOD acquisition program, prime contractor, or other entity that will be the Phase 3 customer?