What is a concept paper?
A concept paper is a one or two page document
that lays the groundwork for the new activity or
program proposal. It is the core document for a
technical proposal. CP sometimes referred to
as a pre-proposal, and reserved for longer
proposals. Just as in a position paper, the
concept paper or pre-proposal should contain all
of the main arguments and evidence you will
use to convince your reader to give you
something.
Elements involved to convince reader;
Convince the reader that:
• There is a problem that needs to be solved.
• You (or the company or organization you
represent) know the solution to the problem.
• You are the best person or team to solve the
problem.
• Proving that you know the subject matter (e.g.,
previous actions that have been taken to solve this
or similar problems)
• Proving that you are a good risk.
• Presenting clearly and concisely an action plan that
is efficient, logical, realistic, and economically
feasible.
• Detailing how both you and the reader(s) will
benefit from supporting your request.
How will the concept paper be used?
The concept paper is a central document
from which the needs assessment, the
detailed program development, and the full,
formal proposal flow. Here are several
ways how a concept paper can be a
valuable tool;
1. CP communicates your intent to create a
new activity or program to clients or
stakeholders (eg your branding program,
identity and product development).
2. CP enables reviewers to give approval to
proceed with the needs assessment and full
proposal development.
3. CP provides the information on the
essentials of the new program/ activity.
4. CP enables rethinking and revision, if
needed, before further effort and time are
spent on the details of the program/activity
and formal proposal.
5. CP gives operational and stakeholder
groups an “initial reference” to the new
program/activity, and allowing them to make
“approval”.
6. CP as frame of reference assists all parties
with framework on program development
and operational planning.
7. CP provides the platform on details of the
proposal document, and its appendices (the
CP is part of the appendix to the proposal).
8. CP provides general promotional copy for
banner, web site, and other publicity
materials.
9. After implementation of the program, CP
will become the internal communication
audit OR review reference on program
development, accountability and
sustainability.
What information is in the concept paper?
Outline for a Concept Paper
I. Introduction
* Statement of the problem
* Statement of the solution
* Brief statement of how the solution will benefit the
reader(s)
II. Background
* Explanation of key terms
* Proof that you know the issues surrounding the
problem
* Proof that you know what action has been taken to
solve similar problems
* Proof that you (or someone you are associated with)
can carry out the action plan
III. Action Plan and Requirements
* A set of objectives (what your plan will accomplish)
* An action plan (who will do what when) keyed to the
objectives
* A description of what you need to implement the
plan
* A cost/benefit analysis of the plan
IV. Benefits
* An explanation of why the plan will work
* A set of outcomes keyed to the objectives
* A description of how you and the reader(s) will
benefit
* Proof that you are the best person or team to carry
out the action plan
* A statement demonstrating that your plan is the best
approach to solving the problem
Backgrounders
• Backgrounders are in-depth information
pieces about issue.
• They are comprehensive yet concise.
• They are not used to support company
policy.
• They typically accompany news releases
in media kits.
• They require much research.
• Use subheads instead of transitions.
• Most are about four to five pages in
length.
Backgrounders Format
• Introduction  Open with a concise
statement about the issue which
the accompanying release is based.
• Historical Overview  Work your
way up (from start to the present).
• Implications of the issue  To the
organization and the publics OR
stakeholders.
• Follow-ups.
Fact Sheets
• Fact sheets contain facts, and
that all.
• Fact sheets are usually one
page, sometimes printed on both
sides.
• They elaborate on already
presented information, such as a
news release, but do not repeat
what has been said.
KLCC Twin Towers Fact Sheet
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Number of Storeys: 88
Overall height: 452 metres above street level
Location of Skybridge: Level 41and 42
Height of Skybridge: 170 metres above street level
Length of Skybridge: 58.4 metres
Height of Pinnacle: 73.5 meters
Vertical transportations: 29 double-deck high speed
lifts in each tower
Number of escalators: 10 in each tower
Stainless steel cladding: 65,000 sq metres
Vision glass: 77,000 sq metres
Concrete: (various strength up to Grade 80)
160,000 cubic metres in the superstructures
Steel: 36,910 tonnes of beams
trusses and reinforcements
Foundation: 4.5 metres (15 feet) thick raft
foundation containing 13,200 cubic metres of grade
60 reinforced concrete, weighing approximately
32,550 tonnes under each tower, supported by 104
barret piles varying from 60-115 metres in length.