You think you've spotted a potential business opportunity for H&R Block. After scanning some of the many "apps" (software applications) for the Apple iPhone [www.apple.com/iphone/apps-for-iphone], you think H&R Block should explore the possibility of creating an app for the iPhone as well. Most consumers don't use tax software more than once a year and don't need to do their taxes on the run, so an iPhone version of TaxCut might not make sense. However, a general-purpose financial app that would let them track expenses, balance their checkbook, and perform other routine tasks could be used quite often and therefore be a good candidate for the iPhone. You know that such a product would be a strategic departure for H&R Block, which has always been all about taxes, so your proposal will surely encounter some resistance and skepticism. Which of the following approaches should you take in organizing a proposal that recommends the company explore the possibility of creating this new iPhone app?

a. Launching a new product is a serious business decision, so be direct. Come right out and say what you propose in the opening paragraph of your proposal and then back that up with details in the body of the message. Your readers will study the supporting details and then evaluate your idea on its merits alone.

b. They don't want to create an iPhone app? Everybody wants to create iPhone apps—and virtually everybody is doing so. Your proposal needs to be not only direct but also blunt: If H&R Block doesn't create such an app, somebody else surely will. Without exactly saying so, you need to convey the message that only a fool would ignore an opportunity like this.

c. Your proposal should take an indirect approach because your readers will initially be resistant to the idea. Moreover, it would be bad form to dictate precisely what the solution should be, so write only in general terms (such as "the opportunity for smartphone software apps is significant") and let the readers reach a conclusion on their own (as in, deciding specifically to create a personal finance manager for the iPhone).

d. If the proposal doesn't quickly address the audience's reservations regarding moving beyond tax preparation tools into general-purpose financial tools, audience members won't bother to read the details or consider the proposal. Consequently, an indirect approach is best. Start by announcing that you've identified a business opportunity that is ideal for H&R Block but needs to be acted upon soon or a competitor will get there first. After you've captured the audience's attention with that intriguing opening, continue with your persuasive argument in favor of the iPhone app.