All glossary terms
Shipley Proposal Process

Mockup

A page-by-page layout of a proposal section, showing page allocations, headings, themes, and visual placement before the section is fully drafted.

Related terms

Red Team
Predicts how well your near-final proposal would score when evaluated by the customer.
Requirements Traceability Matrix
A matrix, often built alongside the compliance matrix, that traces each solicitation requirement to the exact section, page, and paragraph where the proposal addresses it.
Response Matrix
A matrix aligned with the compliance matrix that tracks exactly where in the proposal each compliance requirement has been addressed.
Seven Characteristics of an Effective Proposal
Shipley's framework: Compliance, Responsiveness, Strategy, Competitive Focus, Writing Quality, Visualization, and Page/Document Design.
Theme Statement
A short, written statement at the start of a major proposal section that ties the section's content to a customer benefit and the proposal's win strategy.
Value Proposition
A customer-focused statement describing how specific parts of an offer will positively affect the customer's business or mission.
White Hat Review
Lessons learned review focusing on improving future submissions.
Work Breakdown Structure
A hierarchical breakdown of all the work required to deliver a project's scope, used to organize cost estimates, staffing, and schedule.