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Blog Business

How to Write Winning Business Proposal: Examples & Free Templates (2024)

By Aditya Sheth , Jan 25, 2024

How to Write Winning Business Proposals

The great Mark Cuban once said, “Sales cure all.” If a business doesn’t sell, it doesn’t make money and by extension the business fails. That’s why you need to write business proposals .

A well-written business proposal can often mean the difference between winning or losing a prospective client.

In this in-depth guide to creating business proposals, we show you how to close more deals, make more sales and crush your business goals — all by using easy-to-edit professional business proposal templates .

Here’s what this guide will cover (click to jump ahead):

What is a business proposal.

  • How to write a business proposal step by step

What should you include in a business proposal?

What are the types of business proposals, more business proposal examples + writing and design tips.

  • FAQs about business proposals

Looking for a shortcut? Watch this quick video for an overview of everything to include in your business proposal:

An effective business proposal is a document used by a B2B or business-facing company (this may not always be the case, but most B2B SaaS companies do so) where a seller aims to persuade a prospective buyer into buying their goods or services.

A business proposal outlines what your business does and what you can do for your client . It can be general like this business proposal example:

general business proposal template

Or it can be more specific, like this business proposal template which focuses on proposing a project for the Newton Center Rail:

simple business proposal project proposal template

Or this business proposal sample, which presents a plan for a social media strategy and campaign:

social media marketing business proposal template

To design a business proposal that holds the client’s attention, identify their pain points . Then provide your buyer with the right solution to alleviate those frustrations.

How to write a business proposal step by step

Before you start creating your business proposal template, you need to understand the business proposal format. At a high level, your effective business proposal should include the following:

Table of contents

Executive summary, the problem statement, the proposed solution, qualifications, the timeline, pricing, billing, and legal, terms and conditions, the acceptance.

Below, you can see business proposal examples that demonstrate how to include these 10 sections.

Business proposal title

A compelling title could mean the difference between someone reading your proposal or ignoring it in favor of a competitor’s . 

What makes a good title page? Here are the essential elements to include: 

  • Your name along with your company’s name
  • The name of the prospect (or their business) 
  • The date you’re submitting the proposal

Gray Business Consulting Proposal Template Cover Page_Venngage

The gray business consulting proposal template above contains all the details a prospect would want to know. The title also offers a strong tangible benefit to the prospective buyer. Honestly, “Who doesn’t want to grow their business?”

The table of contents is a fundamental part of every winning business proposal template. It makes your proposal scannable and easy to read.

The people you will be pitching to are usually C-level executives. These are busy people who don’t have time to read your entire proposal in one go.

That’s why most of the business proposal examples in this list include a table of contents.

Adding a table of contents to your document makes it easy for them to go through it at their own pace. They can also skim through parts of the proposal that they deem more important. You can see how this abstract business proposal template uses the table of contents:

Creative Social Media Business Proposal Template Table of Contents

You can also make your business proposal template easier to navigate by adding hyperlinks to the document, particularly in the table of contents. This way your clients can jump to specific sections without having to scroll through the entire document. 

It’s easy to add hyperlinks in the Venngage editor. Select the text you’d like to turn into a link, then click the link icon in the top bar. From there, select the page you want to link to! Then download your completed design as an Interactive PDF .

Proposal-ToC-Example

The executive summary is a staple in all kinds of annual reports , leadership development plan , project plans and even marketing plans . It is a concise summary of the entire contents of your document. In other words, write a business proposal outline that is easy to glance over and that highlights your value proposition.

The goals of your executive summary are:

  • Introduce your company to your buyer
  • Provide an overview of your company goals
  • Showcase your company’s milestones, overall vision and future plans
  • Include any other relevant details

This gray business proposal example has a detailed yet short executive summary including some social proof in the form of clients they’ve worked with:

Gray Business Consulting Proposal Template About Us

Take note of how precise this business proposal example is. You want to keep your executive summary concise and clear from the get-go. This sets the right tone for the rest of your proposal. It also gives your buyer a reason to continue reading your proposal.

Pro Tip: Try to write an executive summary such that, even if your prospective client doesn’t read the entire proposal (with a good executive summary, they most likely will), they should have a clear idea about what your company does and how you can help them.

The point of writing a business proposal is to solve a buyer’s problem. Your goal is to outline the problem statement as clearly as possible. This develops a sense of urgency in your prospect. They will want to find a solution to the problem. And you have that solution.

 A well-defined problem statement does two things: 

  • It shows the prospect you have done your homework instead of sending a generic pitch
  • It creates an opportunity for you to point out a problem your prospect might not be aware they had in the first place. 

Texture Business Proposal Template

This bold business proposal template above clearly outlines the problem at hand and also offers a ray of hope i.e. how you can solve your prospect’s problem. This brings me to… 

The good stuff. In the proposed solution section, you show how you can alleviate your prospective buyer’s pain points. This can fit onto the problem statement section but if you have a comprehensive solution or prefer to elaborate on the details, a separate section is a good idea.

Spare no details regarding the solution you will provide. When you write a business proposal, explain how you plan to deliver the solution. Include an estimated timeline of when they can expect your solution and other relevant details.

For inspiration, look at how this business proposal template quickly and succinctly outlines the project plan, deliverables and metrics :

Sales Plan Proposal Table Template_Venngage

At this point, the prospect you’re pitching your solution to likes what they’re reading. But they may not trust you to deliver on your promises. Why is this?

It’s because they don’t know you. Your job is to convince them that you can fix their problem. This section is important because it acts as social proof. You can highlight what your company does best and how qualified your team is when you write a business proposal for a potential client.

business proposal qualifications section

This free business proposal template showcases the company’s accolades, client testimonials, relevant case studies, and industry awards. You can also include other forms of social proof to establish yourself as a credible business. This makes it that much more likely that they will say yes!

Pro Tip: Attaching in-depth case studies of your work is a great way to build trust with a potential client by showcasing how you’ve solved similar problems for other clients in the past. Our case study examples post can show you how to do just that.

To further demonstrate just how prepared you are, it’s important to outline the next steps you will take should your buyer decide to work with you.

Provide a timeline of how and when you will complete all your deliverables. You can do this by designing a  flow chart . Or add a  roadmap  with deadlines. Pitching a long-term project? A timeline infographic would be a better fit.

If you look at this abstract business proposal template below, even something as simple as a table can do the trick.

Abstract Business Consulting Proposal Template Timeline_Venngage

The timeline is not always set in stone, rather it’s an estimation. The goal is to clarify any questions your potential client might have about how you will deliver for the underlying B2B sales process.

On this page, you can outline your fees, payment schedule, invoice payment terms , as well as legal aspects involved in this deal. You can even use the  Excel Invoice Template  to create professional-looking invoices (including brand logo and other elements) and add them to this page.

The key to good pricing is to provide your buyer with options. A  pricing comparison table can help with this. You want to give your client some room to work with. Make sure you’re not scaring off your client with a high price, nor undervaluing yourself. 

Breaking up your pricing in stages is another great way to make sure your potential client knows what he’s paying for. Look at how this simple business proposal template does this:

Bold Business Proposal Template Pricing Page_Venngage

The legal aspects can slot right into the terms and conditions section. Alternatively, you can add them to the signature section of the proposal to keep things simple.

Summarize everything you have promised to deliver so far. Include what you expect from your prospective buyer in return.  Add the overall project timeline from start to end, as well as payment methods and payment schedule. This way, both of you will be clear on what is being agreed on.

This step is very important as it outlines all the legal aspects of the deal. That is why the terms and conditions section of your proposal needs to be as clear as possible.

Modern Business Proposal

I recommend consulting a lawyer or your legal team when working on this section of the business proposal. If you’re a business veteran and understand the legalities of your business, you can use the same terms and conditions across all your proposals.

The final step of this whole process. Your client has read your business proposal and they want to buy what you have to offer.

Add a small section at the end of your proposal to get the necessary signatures. This way, you and your client can sign the proposal and the partnership becomes official.

Be sure to also include your contact information in your business proposal template. It acts as a gentle prompt to your client to contact you in case they have any questions. A professional way of doig that would be to include an e-business card with your contact details, email i.d and any other social links you want to share. You can go through this article for the best digital business cards .

Orange-Simple-Project-Proposal-Template

A business proposal usually aims to answer the following questions: 

  • Who you are and what your company does
  • The problem your buyer is facing
  • The solution your company offers to alleviate the problem
  • How your company will implement this solution effectively
  • An estimate of resources (time, money, etc) required to implement the solution

You can see how this sample business proposal template covers the above points.

business project proposal template

Notice how this proposal template addresses the same project like in one of the previous templates, but uses a completely different design style (more retro, while the previous business proposal template is more modern and minimalistic).

Generally, there are three types of business proposals:

1. Formally solicited 

A formally solicited business proposal is made when you respond to an official request to write a business proposal.

In this scenario, you know all the requirements and have more (if not all) information about a prospective buyer. You simply need to write the business proposal for your buyer to evaluate so you can begin the sales process .

2. Informally solicited 

Informally solicited business proposals are written when there isn’t an official request for a proposal. A prospective buyer is interested in your services and asks for a proposal so they can evaluate it.

An informally solicited proposal requires a lot more research from your end. These types of proposals are usually created out of informal conversations. They are not based on official requests which often contain more detail.

3. Unsolicited 

Think of this as a marketing brochure or a cold email . Unsolicited business proposals will often take a generic, one-size-fits-all approach to business proposals. Unsolicited proposals lack any understanding of the buyer or their requirements.

But with additional  market research , personalization and identifying customer pain points , you can propose a customized solution based on your buyer’s needs. This can be a very persuasive approach, such as in this business proposal example:

corporate business proposal example

Now that you know how to write a business proposal, let’s look at how you can optimize your proposal to deliver results!

Below you’ll find some winning business proposal templates and examples to get you started. I’ve also included some design tips to keep in mind when you’re creating your next business proposal: 

1. Know your audience 

If you have some clarity on who your ideal buyer is — their pain points, their budget, deadlines, among other things — you’ve already won half the battle.

If you are a business that helps clients with everything from running giveaways or helping grow their blog , identify which customers to pitch. This is a sure-shot way to close the deal.

Mapping user personas  for your ideal buyer can help bring some clarity. It will also help you position your business proposal correctly. This improves the chance of your buyer moving your business proposal to the “Yes!” pile.

2. Put your brand front and center

If your company follows certain brand guidelines, incorporate them in your business proposal templates. Consider how business proposal examples like the one below highlight brand identity :

content marketing plan business proposal example

From the color palettes to the company logos , everything follows their brand guidelines. The result: a business proposal that’s consistent across the board.

Pro Tip: Switching this template to match your brand assets is actually pretty easy. Venngage’s My Brand Kit feature allows you to import your color palettes, logos as well as font choices. Any Venngage template can now be your template.

You can also consider this sample business proposal template:

Example of a Business Proposal

Design companies sure do know their design. They did a phenomenal job keeping their brand colors consistent while opting for a black design. This unique color scheme also makes their white logo prominent throughout the proposal.

3. Try less text, more visuals

Have you ever read a proposal and thought to yourself, “Wow, this is all text and has no images, I love it!”? Yeah, me neither.

The free business proposal template below is a perfect example of the “less is more” principle. It does a phenomenal job of communicating what it needs to. By substituting some of the text with icons and visuals, you get a clean business proposal that’s much more scannable.

Social Media Plan Proposal Template

Want to keep things strictly professional? Instead of icons, you can always add your team’s headshots. This shows your buyer exactly who they’ll be working with.  

Check out this formal business proposal format for some inspiration:

Red Human Resources Consulting Proposal Template Team

4. Switch up your business proposal designs

It doesn’t hurt to go above and beyond once in a while. Jazz up your business proposal template with some extra colors. This helps make your business proposal more engaging. It also helps your buyers retain information faster.

Simple Business Proposal Example

The business proposal example alternates between black, white and grey backgrounds. It still manages to maintain consistency in its branding . Just switching up your backgrounds once in a while can also bring in some variety to an otherwise standard business proposal.

This SEO business proposal sample proves that it’s possible to switch up the colors in every other page. But it still maintains the same color scheme across the entire proposal just like a professionally designed website : 

SEO Marketing Proposal

Pro Tip: Not a color expert? Our guide on picking colors can help you pick the right color scheme for your proposals.

FAQ about business proposals

What is the purpose of a business proposal.

A business proposal aims to streamline the B2B sales process (which is often complex ) between you as a seller and a buyer.

It does this by serving the dual purpose of acting as a source of information. The proposal also acts as a sales pitch aimed at convincing your buyer why they should buy what you have to offer.

What are the best practices for business proposal design?

  • Do a thorough spell-check. The goal of your business proposal is to convince your buyer why you’re the perfect person for the job. A proposal with typos or grammatical errors communicates the opposite. A thorough spell-check before you send your proposal is a must.
  • Keep things clear and readable: Clarity is an important aspect that you have to ensure in your business proposal. If you want your proposal to hit home and make an impact on the buyer, you have to write it in an understandable way. To keep things clear and readable, there are a couple of things that you can do. You can, for one, take care to use easy wording and segmented sentences from the get-go. You can also try paraphrasing the hard parts of your proposal once you are done writing it.
  • Let your brand shine. As discussed before, writing a business proposal is all about knowing your ideal buyer and focusing on their pain points. But that doesn’t mean your business proposal template has to be boring. Demonstrate how different you are compared to other companies. You can do this through your brand guidelines , by using more visuals, switching up your proposal design or showing off your personality in your writing . 
  • Create a business proposal PDF. Downloading your business proposal in PDF format allows you to attach other collaterals with your business proposal. These can include a company explainer video or case studies showcasing the work done with past clients. Also, who doesn’t love saving paper?

How long should your business proposal be? 

The length depends on the scope of the work as well as the complexity of the project. Here is a one-page business proposal template:

one page business proposal template

Can your business proposal template really be one page? Yes, as long as you understand who your buyer is and their pain points. You should also have the ability to communicate everything your ideal buyer needs to know about your business in a succinct manner.

Or if you’re feeling adventurous how about just two pages? Often, clients prefer if you go straight to the point and avoid all the fluff.

For example, this green modern marketing proposal template wastes no time in getting down to brass tacks:

Project Business Proposal

Need more inspiration? Check out this blog on the 5 marketing proposal examples that’ll help elevate your business.

There is no one size fits all approach when it comes to deciding how many pages you should include in your business proposal template. And at the end of the day, “the only rules are the ones you set for yourself”.

At the end of the day, writing winning business proposals that sell is all about you understanding your buyer, their potential pain points and positioning yourself as someone who can alleviate those pain points. 

Now that you know how to write compelling business proposals, what are you waiting for?

Take action and start creating your own business proposals to close more deals and grow your business today!

More business communications templates + writing tips you might be interested in…

  • 31 Consulting Proposal Templates to Close Deals
  • How to Write a Project Proposal [10+ Templates]
  • 20+ Professional Business Letterhead Templates + Branding Tips
  • How to Write a White Paper [Tips & Templates]

How to Write a Business Proposal — 2022 Guide and Template

the business proposal should include the following brainly

A business proposal can make or break your chances of securing a new client. Write a great one, and you’ll likely snag their business.

Write a poor one, and you might lose out—even if you’re offering the best service out there. So, how do you write a business proposal? What is the proper format? What do you need to include?

While it all depends on your industry, and whether or not you’re offering a product or service, writing a business proposal is pretty straightforward. We’ll answer all those questions and more throughout the course of this guide. 

What to expect with this business proposal guide

Whether you’re starting fresh or need to look at a specific section, here’s what we’ll be covering in this guide. 

  • What a business proposal is
  • The differences between a business proposal and a business plan
  • The format of a business proposal
  • How long to make your business proposal

How to write a business proposal

You can download a free business proposal template here to start writing up your own proposal as you work through this article. By the end, you’ll be prepared to develop a well-written business proposal that can explain your business clearly and win more clients. Let’s get started.

What is a business proposal ?

A business proposal is a document you’d send to a prospective client, outlining the service you’re offering, and explaining why you’re the best person for the job. 

It’s a pitch by a business or individual to complete a specific job or project, to supply a service, or, in some instances, to be the vendor of a certain product.

What are the different types of business proposals?

A business proposal can be either solicited or unsolicited. With a solicited proposal, the prospective client will put out a request for proposals; with an unsolicited business proposal, you are approaching a client in hopes of attracting their business, even though they did not explicitly request a proposal.  

While both are commonplace, a solicited proposal is an easier sell, as your prospective client has already decided that they want to make a purchase or use a service, and they’re evaluating possible vendors or businesses.

With a solicited proposal, your prospective client might have issued an RFP, or “request for proposal.” This is exactly what it sounds like—they want you to send over a business proposal so they can take a look at it.

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Differences between a business proposal and a business plan

A business proposal is not the same as a business plan . This is the most common misconception, but while there are areas of overlap (like your executive summary ) the two are different.

That being said, you can certainly pull information from your business plan while writing your business proposal—in fact, that’s a great way to start.

But don’t confuse the two; they are distinct and separate. In short, a business plan represents the cohesive strategy of how your business operates and makes money. A business proposal is an official pitch to clients selling your products or services. 

A business proposal outlines a particular product or service offered by an established business to a prospective client.

You’re trying to sell your prospective client on your product or service, not on your business itself. You’re not after funding, as you are with a business plan, you’re trying to make a sale.

A business proposal is also not an estimate; although you’ll likely touch on costs and pricing in your business proposal, an estimate is much more informal and just a quick look at the costs, not the whole picture.

What goes into a business proposal?

Your business proposal should address the three Ps:

  • Problem statement: What your customer’s current problem is
  • Proposed solution: How your business solves that problem better than other solutions
  • Pricing: How much that solution costs compared to alternatives

If you’re stuck on how to start, maybe try brainstorming first; start with these three points, and you’ll have a rough, bare-bones version of your business proposal.

Once you’ve done that if you’re ready to go more in-depth, here is a step-by-step look at how to format your business proposal.

Your business proposal should start with a title page, which should include your name, the name of your company, the name of the person to whom you’re submitting your proposal, and the date submitted.

Table of contents

Depending on how long your business proposal is, a table of contents is a nice touch. Include it after your title page, and before you launch into any details. If you’re delivering it as a PDF, including anchor links down to each section, so it’s easy to get to specific areas. 

Executive summary

Introduce your proposal with a great executive summary, one that really sells your business and the products or services you provide—it’s about why you’re the right company for the job. You can draw from your business plan’s executive summary here, too.

Statement of problem, issue, or job at hand

Following your executive summary, go on to discuss the problem that the client is currently facing. Think of “problem” or “issue” loosely; after all, their main problem may just be finding the right person to complete their project. But be sure you understand why they want the product or service they’re seeking. If the proposal is for developing a brand new website, make sure you understand what they want to get out of the site—better sales, more content management flexibility. 

This is the place to show your new client that you understand their needs , and fully grasp the issue they are trying to solve. Take this opportunity to restate the issue they are facing in your own words so that they know you understand what they are looking for.

Approach and methodology

This section shows how you plan to tackle your potential client’s problem, and the steps you’ll take to carry out your plan.

This is where you’ll get into the nitty-gritty of how you actually plan to fulfill your client’s needs. While earlier sections might have been a bit surface-level, this section of the business proposal is where you’ll go into detail about what steps you’ll take to solve their problem.

Be careful of going into too much detail, though—keep the jargon to a minimum. Your client should be able to follow along and get a clear sense of your plan, but you don’t want to drown them in minutiae.

Qualifications

Go ahead, brag a little—this is the section of your business proposal where you get to convince your potential client why you are the most qualified person to take on the job.

You can mention any relevant education, industry-specific training, or certifications you have, your past successful projects of a similar nature, years of experience, and so on.

Schedule and benchmarks

Be clear with your potential client: How long will your proposed project take?

Making sure you and your prospective client are on the same page from the outset will help make sure that the relationship stays positive for both of you, and that you don’t set your client up with unrealistic expectations.

While you might be tempted to underestimate how long it will take you to complete the project, don’t. Don’t promise what you can’t deliver!

If you’re offering a product, this section might not be applicable to you, so feel free to omit it. The business proposal format is flexible, so tailor it to suit your business and industry.

Cost, payment, and any legal matters

Here is where you get down to brass tacks and state the cost, and payment schedule if necessary.

How you structure this section will largely depend on the particular project or service you are offering. A section entitled “Fee Summary” may be sufficient if one-time payment is required; otherwise, a “Fee Schedule” list or pricing table might be more appropriate. Always refer back to the client’s RFP whenever possible, to make sure you’re supplying them with all the information they need to help make their decision.

If there are any legal issues to attend to, such as permits or licensing, include this information here. Feel free to add a section entirely devoted to handling the legal side of the project if need be.

This is your final sell—don’t be afraid to detail for your prospective client all they have to gain by choosing you to complete the project.

Impress upon your clients why you are the best choice, and all the ways in which their business will benefit from choosing you and your business as their solution.

How long should a business proposal be?

When it comes to the format of a business proposal, this is the million-dollar question without an answer. Remember in school, when you’d ask your teacher how long an essay should be, and they’d reply, “as long as it takes to answer the question.”

The same applies to your business proposal. It ultimately depends on your industry, the scope of the project, and the client’s specifications in terms of detail and elements included.

Make your pitch stand out with SBA-approved business plans. All the info investors and lenders need to evaluate your business. Get LivePlan.

That being said, the tighter your initial proposal can be and the more directly you can make your point, the easier it will be to pitch it to clients. Start by following the business proposal format above as a guide, and you’ll be well on your way to creating a winning business proposal—and securing new clients.

Editor’s note: This article was originally written in 2018 and updated for 2021.

AvatarBriana Morgaine

Briana Morgaine

BrianaMorgaine

Briana is a content and digital marketing specialist, editor, and writer. She enjoys discussing business, marketing, and social media, and is a big fan of the Oxford comma. Bri is a resident of Portland, Oregon, and she can be found, infrequently, on Twitter.

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Sales | How To

How to Write a Business Proposal (+ Template & Examples)

Published February 27, 2023

Published Feb 27, 2023

Jess Pingrey

REVIEWED BY: Jess Pingrey

Bianca Caballero

WRITTEN BY: Bianca Caballero

Find out how. Download our Free Ebook

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This article is part of a larger series on Sales Management .

Manage Sales With CRM

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Free Business Proposal Template

  • 1 Determine Sales Proposal Requirements
  • 2 Gather Necessary Information
  • 3 Design Your Proposed Solution
  • 4 Calculate Pricing
  • 5 Draft Your Proposal
  • 6 Edit Your Proposal Draft
  • 7 Send Your Proposal
  • 8 Follow Up With Your Recipient
  • 9 Best Practices in Writing Sales Proposals
  • 10 Bottom Line

A business proposal is a document sent to a prospective client that outlines a firm’s product or service offerings. It also explains how you will provide a solution, the cost, timeline, and qualifying information, such as your background and prior work experience. In this article, we outline eight steps for how to create a business proposal, offer a free proposal template, and provide best practices for writing proposals.

Creating a sales proposal can feel tedious, especially if you’re drafting it from scratch each time. We’ve created a free template that you can use as a resource for your sales proposal.

FILE TO DOWNLOAD OR INTEGRATE

Free Sales Business Proposal Template

A screenshot of Fit Small Business' Sales Business Proposal Template cover page

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💡 Quick Tip:

Use ClickUp for free to see your entire sales funnel in one place.

  • ✓ Free forever, unlimited users
  • ✓ Manage all leads, emails and tasks
  • ✓ Create presentations, lead forms, and contracts
  • ✓ Professional workspace templates

After you’ve downloaded our free template above, you can now customize it according to your business needs as you follow the steps to writing a proposal below:

1. Determine Sales Proposal Requirements

The first step in learning how to write a business proposal is knowing what needs to be included. Government agencies, public universities, and large corporations typically use requests for proposals (RFPs). These are formal solicitation requests for products or services in which the requirements are normally laid out line by line and must be followed precisely.

If you are writing a proposal for a potential customer undergoing your unique sales process , include things a decision-maker would like to see. For instance, pricing, timelines, and the proposed solution regarding quantities and the mode of product or service delivery are critical purchasing factors enclosed in the document.

Pro tip: ClickUp is a free-forever project management tool that helps teams:

  • Create professional proposals
  • Collaborate with shared tasks and team chat
  • Assign tasks to teammates

Visit ClickUp

ClickUp project management board (Source: ClickUp )

2. Gather Necessary Information

Gathering essential information and materials for your proposal can be complex because each potential client may want different details. This could demand other personnel to get involved in pulling the documents and information needed. For instance, some may only request the price and proposed solution, while others will ask for your background story, client reference lists, and work samples to show you’re qualified.

While learning how to write a proposal for business purposes, you may have to dig around your file database for company information, employee biographies, marketing materials, and pricing sheets. Keeping all resources needed for a proposal in one place makes this process easier. Use customer relationship management (CRM) systems to track your proposal progress and acquire what’s needed to draft it in one place.

Pro tip: HubSpot is a popular CRM platform that lets you monitor opportunities using sales pipelines and store documents—all in one system. You can utilize the Sales Documents feature to store, share, and customize templates and materials you’ll need for your proposals.

A screenshot of HubSpot's deals and opportunities pipeline

HubSpot’s deals and opportunities pipeline (Source: HubSpot )

A screenshot of HubSpot's sales documents library

HubSpot’s Sales Documents library (Source: HubSpot )

3. Design Your Proposed Solution

Your proposed solution involves the processes, materials, product quantities, and personnel required to fulfill the offerings or address your customer’s problem statement. Additionally, it should be included in the scope of work section in the proposal. For businesses that only provide a product, such as equipment for a manufacturing plant, this step could be as easy as knowing the quantity and having a logistics plan for delivery and installment.

For more service-based businesses, such as business consultants or content development services, there will likely be more steps and deliverables to complete the work. Regardless of your business, you can use the five W’s and an H methodology to construct a proposed solution that addresses your prospect’s primary pain points:

  • Who: Who will be involved, do the work, manage, and be a point of contact for the prospect?
  • What: What solutions or products will be delivered, and what resources, processes, or technology will be used?
  • Where: Where will work be done or delivered to?
  • When: When will the work start and be completed, what are the key milestones throughout the project, and when is each deliverable expected to occur?
  • Why: Why did you choose this particular solution for this customer’s needs?
  • How: How will work be done, managed, and checked for high quality and customer satisfaction?

For example, a business-to-business (B2B) content writing business might be trying to address a statement of needs issued by a client: “We would like to express thought leadership on the topic of the Zero Trust Cybersecurity Framework.” In this case, the business could use the solution in this business proposal example:

The objective of this business proposal is to demonstrate how ABC Writing Agency can promote the thought leadership of Cybersecurity Corp. for the Zero Trust Security Model. We believe the best course of action is to research and copyright a branded e-book (roughly 4,000 words) regarding Zero Trust Security, the details of the solution, its benefits, and the modern-day security challenges it solves (what) with the final product completed in August 2022. (when) The e-book will use your logo and branding scheme to convey your personal grasp on the subject and thought leadership using a series of direct quotes and statistical callouts. (why)

To ensure high-quality work and client satisfaction, we will begin with an initial call to construct a detailed outline discussing the sections, style guides, tone, and to retrieve direct quotes. Following an initial draft, multiple rounds of edits will take place between Cybersecurity Corp. and ABC Writing Agency to develop a final draft. (how)

The project will be led by our senior editor, Collin Buchanan, and content manager, Jake Cunningham, who comes from the world of cybersecurity. Our team will utilize and manage freelancers experienced in writing e-books on technical topics to research and copyright the asset. (who) All work will be completed by us virtually and delivered via Google Docs. (where)

4. Calculate Pricing

Once you know how you’ll provide your product or service, the next step in writing a proposal is formulating the costs to specify in the document’s pricing section. This is one of the toughest steps because of all the factors that need to be considered, such as product cost and other expenses. That’s why it is critical to accurately communicate your costs to avoid losing a deal for overcharging—or worse—winning a deal with significantly underestimated costs.

As you price everything, you can either do a flat fee, hourly rate, per-unit charge, or some combination of the three. Sometimes, it’s best to work backward by establishing your desired probability first in the form of a percent like 20% profit or a flat dollar amount such as $10,000 above the work cost.

For example, you want to make a 20% profit on the work for an equipment installation job for a manufacturing business, and you’re pricing using a flat fee. You’ve itemized the costs as the following:

  • 1 x $80,000 manufacturing equipment = $80,000
  • 3 installation/delivery employees x 5 hours x $32 per hour = $480 wages
  • $480 employee wages x 7% employer payroll tax = $33.6 payroll tax
  • $480 employee wages x 20% benefits and workers’ compensation = $96 benefits and compensation
  • $200 for the delivery truck and gas = $200 for delivery costs

When you add all the itemized expenses, the total cost for this installation job will be around $80,809. To get the total, you need to charge this customer to meet your desired profitability, and multiply it by 20% to get $16,162. Add that to your total cost ($80,809 + $16,162), and $96,971 is the flat fee you will charge for the installation job.

Pro tip: Struggling to visualize your pricing process? Try using these seven free estimate templates . Designed for various business types, these templates allow you to outline and itemize the costs of providing work to share with your customers to help win more deals easily.

5. Draft Your Proposal

Now that you know your proposal requirements, have gathered the necessary information, determined the proposed solution, and calculated pricing, you are ready to draft the document. Following along with our free template, your draft will consist of the following elements:

The title page leans more toward showing the professionalism of your business than providing information. There should be a specific title establishing the purpose, such as “ABC Writing Agency Proposal for Cybersecurity Corp. to Promote Thought Leadership on Zero Trust Security.”

Also, be sure to indicate who the proposal was prepared for in terms of the decision-making person and their company name. Add your logo to the front and the contact information for the primary point of contact for your business so they can contact you with further questions.

Table of Contents

Use a table of contents to break down each part of the proposal for business so they can easily navigate through it. Because of the digital age we live in, we recommend linking your table of contents electronically to each associated section. That way, those reading your proposal can go to any part of the document by clicking on the table of contents.

Executive Summary

The executive summary takes everything in your proposal and compresses it into one paragraph. Essentially, if a reader reads this section, they should be able to grasp the general idea of your solution. Here’s a business proposal example using the content writing example above:

With over 10 years of experience in writing high-quality marketing assets, we are eager to assist Cybersecurity Corp in its endeavor to promote thought leadership on Zero Trust Security. We plan to achieve this by writing a comprehensive e-book using engaging copy, stat callouts, and direct quotes from your leaders to help associate the security framework with your brand.

Company Background

Here’s your time to talk about your inception story, mission statement , founding purpose, and company history. You can also provide biographies and professional pictures of your company founders, leaders, and key personnel that might be involved in the work you provide.

This is also the time to express your unique selling proposition . In other words, addressing the question “why choose us” over competitors. Lastly, if you’ve had any recognition or won any company awards, this is the section to highlight those successes.

Scope of Work

This section correlates with creating your proposed solution in step three as you present it in an actionable business plan. Describe the work that will be completed and the tangible deliverables associated with it.

In this small business proposal example, we see how a content writing business might construct a scope of work:

We will provide content writing services to create predetermined marketing assets for Cybersecurity Corp. This includes researching online data for usable information, interviewing subject matter experts (SMEs) for additional insights and quotes, copywriting drafts, inserting callouts, and making edits per revision requests made by Cybersecurity Corp. Deliverables for the scope of work above include:

  • 1 x outline developed by ABC Writing Agency and approved by Cybersecurity Corp.
  • 1 x drafted e-book (max. 4,000 words) delivered by Google Doc

No matter how long your scope of work is, it’s crucial to avoid industry or technical jargon that the general audience may not understand. Take the time to review the scope of work and translate any statements that may be misunderstood or confusing.

Be sure to indicate how long you expect it to take to complete the entire scope of work. It’s also a good idea to provide estimates for each milestone or individual deliverable you set. Whenever possible, present the information visually to help your reader absorb it better. Below is a sales proposal timeline example for a sales consulting business and its milestones.

Pricing or Price Estimate

For this section, take the price calculation you did in step four and present it to the potential customer. While you should itemize it to show where the price comes from, avoid adding your desired profitability, as that should be private to your business. Make sure it’s clear as to how each item is priced, whether that be hourly, per unit, or a flat fee.

This section should also be used to explain payment expectations, e.g., when invoices must be paid by, how much money is required upfront vs after work is completed, refund policy, and if other billable expenses can be included automatically or require client approval.

Be upfront with your estimate if you don’t know how many units you’ll need or how many hours it will take to accomplish your business offering. Provide an explanation and an estimated range.

Conclusion, Terms & Appendix

The final sections should include additional information that could be useful to your prospective client. A conclusion should express your gratitude for the opportunity and explain the next steps to move forward. Terms (or terms and conditions) can be added in a proposal or in the service agreement to cover legal aspects of a working contract, like contract dispute policies, confidentiality, rules on subcontracting, etc.

The appendix is optional but would utilize visuals or supplemental documents to enrich your proposal. For instance, you might include links to sample work, a client reference list, or a catalog of options for materials or software vendors from which the client can choose.

6. Edit Your Proposal Draft

Once you have completed the first draft of your proposal, run it by multiple departments to ensure it is comprehensive and accurate. Some things to consider as you review it for potential revisions:

  • Has strong readability: The proposal uses appropriate style, tone, and structured sentences to create a clean flow of information understood by the specific reader.
  • Avoids grammar and technical errors: The proposal avoids punctuation, spelling, or other errors related to proper writing mechanics.
  • Addresses requirements: The proposal contains all the information and sections required to meet the reader’s or customer’s needs and objectives.

Use editing tools such as Grammarly to evaluate your business proposal writing for enhanced quality. Grammarly lets users upload text into a system to check for grammar and spelling mistakes as well as for engagement and readability of content. There’s also a plagiarism check feature to evaluate the text to billions of pages online. You can even adjust style preferences when subscribing to Grammarly Business to ensure it meets all your goals.

A screenshot showing an example of Grammarly Business' in-line writing suggestion

Grammarly Business’ in-line writing suggestion (Source: Grammarly Business )

Pro tip: Use graphic design tools like Canva to give your sales proposal the professional touch it needs. Canva is a user-friendly platform with thousands of free templates for presentations, marketing materials, social media posts, and proposals for business. Users of all design skill levels can easily turn regular copies into visual masterpieces.

A screenshot showing several business proposal templates in Canva

Canva’s sales proposal templates (Source: Canva )

7. Send Your Proposal

Now that your proposal is drafted, edited, and has the aesthetics it needs, it’s time to send the document for review. More formal submissions for RFPs may require that you submit them in person, electronically, or both, so review those provisions carefully before sending them in.

Some sales plans incorporate unsolicited proposals to new leads to present problems they didn’t know existed with viable solutions they could offer. In these cases, they use the proposal to get their foot in the door and create sales opportunities.

When taking this course of action, it’s important to add context to the unsolicited proposal. For instance, in a sales email , briefly introduce yourself, your business, and what services you provide. Furthermore, indicate why you wanted to send a proposal to them specifically and let them know they can reach out if they wish to discuss it further.

8. Follow Up With Your Recipient

Even after you send a proposal, the process is not over. Make time to follow up to confirm the contact received the proposal and see if they have any questions. Because of the proposals’ details, there are usually other clarification steps in the procurement process, such as interviews, client meetings , or sales presentations before work begins.

We recommend using a customer relationship management (CRM) system with task management capabilities to ensure sales reps don’t forget to reach out to a prospect after a proposal is initially sent. A CRM like Pipedrive lets you design and assign tasks to team members from within a project. You can also create projects that are linked to open or won deals.

Pipedrive’s project and task management feature (Source: Pipedrive )

Best Practices in Writing Sales Proposals

Now that you know the steps in how to write a business proposal, there are a few tips you can practice and maintain to produce thoughtful and effective proposals.

Keep It Simple

When learning how to make a business proposal, remember to write short, simple sentences. While there is no strict rule on the business proposal format or length, make sure it is straightforward and easy to understand. Avoid loading it with too much business jargon and fancy words. Instead, strike the sweet spot between conveying essential information and ensuring anyone who reads it can understand it.

Outline Major Sections & Pertinent Information

The first thing to do when learning how to do a business proposal is to outline all the major sections of your document. This should also include all the pertinent information that you want to get across. The business proposal outline will help you stay focused on the main points of the document and keep your ideas from drifting away.

Add Data & Visuals

Capture your prospect’s attention by including quantitative data and figures highlighting your offerings and the value of your company. For example, you can show your month-on-month sales trends as proof of your stellar performance. Adding visual elements like charts and graphs can also help make your proposal more engaging.

Pro tip: Maximize the use of visualization tools from your CRM. For example, Pipedrive allows you to create a sales flow chart based on reports, making it easier to generate the best data to make your offerings more appealing.

Visit Pipedrive

Increase Credibility With Social Proof

Assert your company’s credibility. Many prospects won’t readily believe your claims about your business and are most likely to trust the word of their own peers and other customers. To help build your credibility and gain their trust, include social proof, such as reviews and testimonials from your own customers.

Use a Call to Action (CTA)

After the prospect reads your proposal, direct them to the next step. Use a call to action with a verb that defines what they should do to act on their interest in your proposal. Examples of CTAs are “Subscribe today” or “Download this guide now.” You can also use a CTA with a no-obligation statement like “Sign up, it’s free” for prospects who perceive risks in taking action.

Another excellent idea when adding CTAs is to create a sense of urgency to make your prospect feel that now is the best time to subscribe to your service. Some people are motivated to do something right away for fear of missing out (FOMO). That said, phrases like “Limited-time offer” and “On sale now for 20% off” can trigger action from prospects.

Stay True to Your Brand

Each company has a different brand voice and personality. Staying true to your business brand is a great way to stand out among your competitors. For instance, if your company sells baby clothes, it is best to use language that parents with babies can relate to, like “cute and cuddly” or “snug and comfy.” Use a more formal tone of voice in your proposal if you are selling office wear.

Bottom Line

Many business owners and sales managers would like to standardize their proposal-writing system. However, it can be tricky to address the unique needs of every solicited and unsolicited opportunity to get the correct information in order and present their proposed solutions. Our how-to sales proposal examples and free template will help you streamline your bidding process to win more deals.

About the Author

Bianca Caballero

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Bianca Caballero

Bianca Caballero is a subject matter expert at Fit Small Business who covers Sales and Customer service topics. Prior to working at FSB, she was in field sales and territory management. When she launched her career as a writer, she worked with companies from the US, Australia, and China. At present, she uses her 12+ years of writing experience to provide FSB readers with the best answers to their questions.

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5 Key Components of Successful Business Proposals

Darrell Zahorsky is an expert in search engine optimization (SEO) and marketing. He has worked for companies and clients such as Blackberry, ADP, and Subway.

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Small business owners must submit a business proposal in order to win contracts from larger companies or government entities. The U.S. government specifically promotes contracting and subcontracting between small businesses and federal agencies, and has a direct initiative to ensure that a fair proportion of all federal contract and subcontract dollars are awarded to small businesses. These contracts include earmarked amounts set aside for women-owned small businesses ($23.4 billion was awarded in 2018) and service-disabled veteran-owned small businesses ($22.5 billion was awarded in 2018).  

Knowing exactly what needs to be included in a business proposal is crucial for winning a contract for your small business. Unlike a business plan , which is designed to direct strategy and raise capital, a business proposal is a bid-specific sales pitch to earn more work.

The two primary types of business proposals are solicited and unsolicited proposals.

Solicited Business Proposals

A solicited business proposal is one that is requested by the potential contract holder. For example, a corporation or government body seeking an outside company to fulfill a project or complete a task may choose to allow companies to bid for the job.

As such, a business proposal may be drafted in response to an open bid placed on the market for which other companies will also be competing for a chance to win the contract. Solicited business proposals can also be made available to a select company or group of companies.

Unsolicited Business Proposals

Unsolicited business proposals, on the other hand, are proposals that have not been specifically requested. They are submitted on the initiative of the seller and function as a way to get the attention of a prospective client.

By submitting a targeted, well-written business proposal, businesses create an opportunity to win the confidence of a strategic client. A small business can also use an unsolicited proposal when attempting to forge a joint venture with another business.

Writing a Business Proposal

If you want to write a business proposal that wins an invitation for bid (IFB), request for quote (RFQ), or request for proposal (RFP), you should know what specifics need to be addressed, and how your company can rise to the task. Make sure your proposal stands out by incorporating the following five components:

  • Solutions: After writing a lead paragraph showing you've identified the company's needs, follow up with a presentation of how your business can provide solutions. The key here is to only promote and promise solutions you can actually deliver.
  • Benefits: A winning business proposal will clearly outline the benefits of doing business with your company. For example, if your small business can offer complete confidentiality and meet tight deadlines, state it clearly in this section dedicated to the benefits of working with your team.
  • Credibility: Your proposal should glow with credibility. If you've worked with clients in the same field or have won any awards, you should list these in detail. Highlight any case studies or third-party endorsements to build credibility, and include links to public feedback and evaluation of your business.
  • Samples: A business proposal should include samples of what you've delivered to other customers as vital evidence of your ability to deliver. Even a small sample of your work can succinctly show your organizational capabilities and make the difference in winning a competitive bid.
  • Targeted Language: A business proposal must be a clear communication of intent and ability. Customize each proposal for your intended audience and use the language (and jargon) that they would find familiar. Showcase your knowledge of the prospect's industry by using examples and analysis that is relevant to the market.

You can't develop a winning business proposal for every potential buyer, but with a well-practiced formula and consistant execution, you have a better chance of winning new contracts from companies that need what your small business can offer.

Congressional Research Service. " An Overview of Small Business Contracting. " Accessed Feb. 22, 2020.

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How to Write a Business Proposal in 7 Steps

Meredith Turits

Many or all of the products featured here are from our partners who compensate us. This influences which products we write about and where and how the product appears on a page. However, this does not influence our evaluations. Our opinions are our own. Here is a list of our partners and here's how we make money .

Whether you’re a B2B or a B2C company, you’re in the business of convincing customers to choose to spend their money with your business. For a B2B company that process usually involves a business proposal. In the B2B industry, once you've attracted new customers, which are most likely other businesses, you have to actually make a deal. Unlike B2C companies, who use marketing strategies and then hope their customers respond and purchase their product and service, there's a little more involved in this exchange. That's where your business proposal will come into the picture.

Luckily, even though your process and the exact format for your business proposal can be unique to your company, there is also a general formula you can follow to make things easier, especially the first few times you write a proposal.

In this guide, we'll walk you through the general steps of how to write a business proposal—including how to decide what kind of proposal you're writing, how you should organize it, and what information you should include.

the business proposal should include the following brainly

How to write a b usiness proposal: 7 essential steps to follow

With these starting points in mind, let's get down to the process. Whether you’re just learning how to write a business proposal, or want to change up the one you’ve already been using, you’ll want to break down writing into a step-by-step approach. The organization is key when you’re writing a business proposal—structure will not only help you answer the core questions mentioned above, but it’ll also help you create consistent, successful proposals every time you’re pitching new business.

This being said, when writing a business proposal, you can break down the document into these sections:

Introduction

Table of contents

Executive summary

Project details

Deliverables and milestones

Bonus: Appendix (if necessary)

Step 1: Introduction

The introduction to your business proposal should provide your client with a succinct overview of what your company does (similar to the company overview in your business plan). It should also include what sets your company apart from its peers, and why it’s particularly well-suited to be the selected vendor to undertake a job—whether the assignment is a singular arrangement or an ongoing relationship.

The most effective business proposal introductions accomplish more with less: It’s important to be comprehensive without being overly wordy. You'll want to resist the temptation to share every detail about your company’s history and lines of business, and don’t feel the need to outline every detail of your proposal. You'll want to keep the introduction section to one page or shorter.

Step 2: Table of contents

Once you've introduced your business and why you're the right fit for the client you're submitting the proposal to (a quasi-cover letter), you'll want to next create a table of contents. Like any typical table of contents, this section will simply outline what the client can expect to find in the remainder of the proposal. You'll include all of the sections that we'll cover below, simply laid out as we just did above.

If you're sending an electronic proposal, you may want to make the table of contents clickable so the client can easily jump from section to section by clicking the links within the actual table of contents.

Step 3: Executive summary

Next, your business proposal should always include an executive summary that frames out answers to the who, what, where, when, why, and how questions that you’re proposing to the client lead. Here, the client will understand that you understand them.

It's important to note that despite the word "summary," this section shouldn't be a summary of your whole business proposal. Instead, this section should serve as your elevator pitch or value proposition. You'll use the executive summary to make an explicit case for why your company is the best fit for your prospect’s needs. Talk about your strengths, areas of expertise, similar problems you’ve solved, and the advantages you provide over your competitors—all from the lens of how these components could help your would-be client’s business thrive.

Step 4: Project details

When it comes to how to write a business proposal, steps four through six will encompass the main body of your proposal—where your potential client will understand how you’ll address their project and the scope of the work.

Within this body, you'll start by explaining your recommendation, solution, or approach to servicing the client. As you get deeper within your explanation, your main goal will be to convey to the client that you’re bringing something truly custom to the table. Show that you've created this proposal entirely for them based on their needs and any problems they need to solve. At this point, you'll detail your proposed solution, the tactics you’ll undertake to deliver on it, and any other details that relate to your company’s recommended approach.

Step 5: Deliverables and milestones

This section will nest inside the project details section, but it’s an essential step on its own.

Your proposal recipient doesn’t get merely an idea of your plan, of course—they get proposed deliverables. You'll outline your proposed deliverables here with in-depth descriptions of each (that might include quantities or the scope of services, depending on the kind of business you run). You never want to assume a client is on the same page as you with expectations, because if you’re not aligned, they might think you over-promised and under-delivered. Therefore, this is the section where you'll want to go into the most detail.

Along these lines, you can also use this section of the prospective client's proposal to restrict the terms and scope of your services. This can come in handy if you’re concerned that the work you’re outlining could lead to additional projects or responsibilities that you’re not planning to include within your budget.

Moreover, you might also want to consider adding milestones to this section, either alongside deliverables or entirely separately. Milestones can be small, such as delivery dates for a specific package of project components, or when you send over your first draft of a design. Or, you can choose to break out the project into phases. For longer projects, milestones can be a great way to convey your company’s organization and responsibility.

Step 6: Budget

There’s no way around the fact that pricing projects isn’t easy or fun—after all, you need to balance earning what you’re worth and proving value, while also not scaring away a potential client, or getting beaten out by a competitor with a cheaper price. Nevertheless, a budget or pricing section is an integral part of a business proposal, so you'll want to prepare your pricing strategy ahead of time before getting into the weeds of any proposal writing.

This being said, if you fear the fee might seem too high to your potential client, you might decide to break out the individual components of the budget—for example: social media services, $700; web copywriting $1,500—or create a few different tiers of pricing with different services contained in each. The second approach might not work for all types of businesses or proposal requests, but it may be worth considering if you’re worried about your overall fee appearing steep.

With these points in mind, once you've determined how to outline your pricing, you'll list it out (you might even include optional fees or services) and the overall cost for the scope of work you've described.

Step 7: Conclusion

Finally, your conclusion should wrap up your understanding of the project, your proposed solutions, and what kind of work (and costs) are involved. This is your last opportunity to make a compelling case within your business proposal—reiterate what you intend to do, and why it beats your competitors’ ideas.

If you're writing an RFP, again, meaning a potential client has requested this document from you, you might also include a terms and conditions section at this point. This end-on piece would detail the terms of your pricing, schedule, and scope of work that the client would be agreeing to by accepting this proposal.

Bonus step: Appendix (optional)

After the conclusion, you might also decide to include an appendix—where you add any supplemental information that that either doesn’t fit within the main proposal without being disruptive for the reader, or is less than essential to understanding the main components of your proposal. You’ll likely only need an appendix if you have stats, figures, illustrations, or examples of work that you want to share with your potential client. This being said, you might also include contact information, details about your team, and other relevant information in this section.

If you don't have any additional information to include, don't worry—you can end your business proposal with the conclusion section.

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Business proposal considerations

Before you dive into determining how to write a business proposal that will give you a competitive edge, there are a few important things to keep in mind.

First, you'll want to make sure that you’re accomplishing the right objectives with your proposal. When writing a business proposal, you’re trying to walk a line between both promoting your company and addressing the needs of your would-be client, which can be difficult for any company to do.

This being said, you'll want to remember that a business proposal is different than a business plan, which you likely already wrote for your company when you were starting your business. Your business plan spells out your company's overall growth goals and objectives, but a business proposal speaks directly to a specific could-be client with the purpose of winning their business for your company.

With this in mind, in order to write a business proposal for any potential client, you'll need to establish your internal objectives and how these will contribute to the work you're proposing. To explain, you'll need to consider the following:

What tasks will need to be done for this work?

Who will do each task, and oversee the job at large?

What you’ll charge for the job?

Where will the work be delivered?

When will it be done?

Why are you the best fit for the job the client needs to be accomplished?

How will you achieve results?

Not only are these questions at the heart of clear and concise writing, but you also won't be able to write your business proposal without answers to them. So as you're going through the different pieces of your business proposal, keep in mind the objectives of your business, while also remaining persuasive regarding why the potential client should work with you instead of someone else.

The next important thing you'll need to keep in mind before you start writing a business proposal is what kind of proposal are you writing. Essentially, there are two types of business proposals—solicited proposals where someone requested the proposal from your company—and unsolicited proposals, where you're sending the document to another business unprompted.

In the case of solicited proposals, often called RFPs (short for a request for proposal), it’s likely that this potential client already knows at least a little about your business. With these kinds of business proposals, you'll want to spend less time convincing the client that you're the best small business consultant for the job and more on making your proposal feel custom to their specific brief, project, or problem. On the whole, the less generic your business proposal is, the more likely you are to win the work.

Unsolicited proposals, on the other hand, are much harder to sell.

As you’re writing a business proposal to a company that doesn’t know they may need your services, you’ll want to focus on getting them to understand why your company is specifically unique. You want to show them that you can add significant value to their business that they don’t already have. If there is currently someone performing the function you would like to, the sell will even be more difficult.

Business proposal examples

So, now that we've gone through all of the steps to show you how to write a business proposal, let's discuss some examples. As you go through the writing process, you might find it's helpful to consult external resources to review business proposal samples or templates and see how other businesses have structured these types of documents. Specifically, it might be even more helpful to review business proposal examples that relate to your particular industry—such as marketing, advertising, or finance.

General business proposal sample

If you're looking for a general business proposal example, you might consult BPlan, which offers advice, examples, and templates for the documents that are required to plan and operate a small business. In the BPlan sample, BPlan breaks their example into three overarching parts—a problem statement, a proposed solution, and a pricing estimate. This may be a good place to start if you're writing a business proposal for the first time and need a simple, general example to follow.

For a solicited proposal or RFP, you may want to reference a business proposal example that specifically operates under the assumption that you've been asked for this proposal. In this case, you may check out one of the downloadable RFP templates from Template Lab.

Template Lab offers both Word and PDF versions of their templates—and these business proposal samples will include sections more appropriate for RFPs including terms and conditions, scheduling, and points of contact.

Business proposal template services or software

For the most advanced and plug-and-play type business proposal samples, you may decide to utilize a service like Proposify or PandaDoc. These software services allow you to choose from their library of professionally designed and outlined business proposal examples (which are also usually industry-specific) and customize the template for your business's needs.

It's important to note, however, that although you may be able to sign up for a free trial for these services, most of them will eventually require a paid subscription.

5 best practices for writing a business proposal

Writing a business proposal can seem overwhelming at first, as it requires you to provide information about your company and its services as they relate specifically to what your prospect needs. As you go through the process again and again, however, it will become easier and easier to write a succinct and effective business proposal.

This being said, there are a few best practices you can keep in mind to help you as you get started:

1. Be direct.

Although you might feel the urge to show off your language skills while trying to impress a client, when you’re writing a business proposal, tour best bet to win business is to be clear, concise, and direct. You won't want to use overly flowery language or anything that could possibly be misconstrued.

2. Don’t leave room for ambiguity.

You'll want to make sure your proposal is straightforward and easy to understand, with no room for misinterpretation around what you say you’ll do or deliver.

Therefore, you'll want to avoid overly complicated industry jargon to be sure your client can understand exactly what you're talking about and what it means within the scope of your (and their) business.

3. Write for the right audience.

If you were writing a proposal for a specialty food business, it shouldn't look or sound exactly the same as if you were writing a proposal for an asset management company. You'll always want to keep your audience in mind as your craft and develop your proposal.

Ultimately, your best bet is to be straightforward, clear, and stick to the details, but you also shouldn't be afraid to tailor your writing to your audience so that your client feels that the proposal has truly been created with their business in mind.

This being said, your proposal should show that you not only understand your potential client but that you also respect them professionally.

4. Consider a title page.

Although this may not be necessary for a shorter business proposal, a title page can help with the general organization, flow, and professional feel of your document.

Like a title page for any other type of report, this one-page cover sheet would precede the remainder of your proposal and would likely include your business's name, contact information, and logo, as well as who you're submitting the proposal to.

Depending on your business or the potential client you're submitting the proposal to, you might decide that a title page is unnecessary, however, it's worth keeping in mind that it may be something to visually draw in your reader from the start.

5. Err on the side of brevity.

Finally, within the world of business proposals, shorter is usually better. This isn't to say, of course, that you should leave out details or omit important sections—it simply means that you should try to find the most succinct way to say what you need to say and get your point across to the potential client.

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The bottom line

There's no doubt about it—learning how to write a business proposal is a lot of work. Luckily, however, you can follow our steps so you know what to include in your proposal and how to include it.

Ultimately, selling your services to potential clients is part of running and managing your business and as you do it again and again, it will only become easier.

This being said, as you go through the lifecycle of your business, you'll begin to accumulate a library of business proposals that you can continuously reference and use to develop your pitching strategy and writing process based on proposals that have and have not worked. And, hopefully, by taking the time to invest in this business proposal process, you'll be winning the work you need to grow your business.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

On a similar note...

How to Write a Business Proposal [Examples + Template]

Meredith Hart

Published: December 05, 2023

Free Business Proposal Template

the business proposal should include the following brainly

Propose your business as the ideal solution using our Free Business Proposal Templates.

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Here's what every new business owner needs: an extra 8 hours in the day, an endless supply of coffee, and, most importantly, a really strong business proposal.

how to write a business proposal: image shows a person holding a pen and another person typing on a laptop

A business proposal can bridge the gap between you and potential clients. Done correctly, and it will outline your value proposition and persuade a company or organization to do business with you.

Here, we'll take a look at the various kinds of business proposals and go over how to write one. We’ll also see some ideas and examples to help guide yours.

Know exactly what you need? Jump to one of the following sections:

What is a business proposal?

Types of business proposals, how to write a business proposal, business proposal templates, business proposal example, tips for writing a business proposal, business proposal ideas.

A business proposal is a formal document that’s created by a company and given to a prospect to secure a business agreement.

It's a common misconception that business proposals and business plans are the same. However, a proposal helps you sell your product or service — not your business itself.

Think of it this way: instead of assisting your search for investors to fund your business, a proposal helps you seek new customers.

Follow Along With HubSpot's Business Proposal Template

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There are two types of business proposals: unsolicited and solicited.

  • Unsolicited Business Proposals : With unsolicited business proposals, you approach a potential customer with a proposal, even if they don't request one, to gain their business.
  • Solicited Business Proposals : Solicited business proposals are requested by prospective clients so that they can decide whether to do business with your company.

In a solicited business proposal, the other organization asks for a request for proposal (RFP). When a company needs a problem solved, they invite other businesses to submit a proposal that details how they'd solve it.

the business proposal should include the following brainly

Propose your business as the ideal solution using our Free Business Proposal Templates

  • Problem summary
  • Proposed solution
  • Pricing information
  • Project timeline

You're all set!

Click this link to access this resource at any time.

Fill out the form to get your template.

Whether the proposal is solicited or unsolicited, the steps to create your proposal are similar. Make sure it includes three main points:

  • A statement of the organization's problem
  • Begin with a title page.
  • Explain your why with an executive summary.
  • State the problem or need.
  • Propose a solution.
  • Share your qualifications.
  • Include pricing options.
  • Summarize with a conclusion.

Before writing your business proposal, it's crucial you understand the company. If they've sent you an RFP, make sure you read it carefully, so you know exactly what they want.

I recommend having an initial call or meeting with any new clients to ensure you fully understand their objectives. Ask open-ended questions to understand not just what they want, but why they want it.

Once you've done your research, it's time to begin writing your business proposal. While there's no one-size-fits-all approach to writing a business proposal, there's several elements most proposals include. (I designed this example business proposal using Canva .)

1. Begin with a title page.

You have to convey some basic information here. Introduce yourself and your business. Be sure to include:

  • Your company's name
  • The date you submitted the proposal
  • The name of the client or individual you're submitting the proposal to

Your title page should reconcile engagement with professionalism. I think of it as your first tone-setter, so you need to make sure yours is sleek, aesthetically appealing, and not too "out there."

Here's an example of what a business proposal template looks like when done right:

How to Write a Business Proposal: Business Proposal Example Title Page

The executive summary details exactly why you're sending the proposal and why your solution is the best for the prospective client.

Specificity is key here. Why are you the best choice for them?

Like a value proposition, your executive summary outlines the benefits of your company's products or services and how they can solve your potential client's problem.

After reading your executive summary, the prospect should offer a clear idea of how you can help them, even if they don't read the entire proposal. Here's what one should look like:

How to Write a Business Proposal: Sample Executive Summary

3. State the problem or need.

This is where you share a summary of the issue impacting the potential client. This is your opportunity to show them you understand their needs and the problem they need help solving.

How to Write a Business Proposal: Example Event Overview

In the example above, I included several signals to showcase my expertise – that I've been in the photography biz for 10 years, that I've worked with over 500 clients, and that I've been featured a number of publications. 

As you approach this section, focus on presenting yourself as an authority. Consider leveraging tools like:

  • Case studies
  • Client testimonials
  • Relevant awards
  • Industry accreditations

6. Include pricing options.

Pricing is where things can get a bit tricky, as you don't want to under or over-price your product.

How to write a business proposal: Include Pricing Options

The pricing section of your proposal could include:

  • A detailed pricing breakdown, including packages, tiers, and add-ons or optional services
  • How product features and benefits align with pricing choices
  • Pricing for different needs and budgets
  • How your pricing compares with competitors
  • An FAQ section to respond to anticipated objections and explain your pricing strategy

7. Summarize with a conclusion.

After sharing the above information, simplify it all into one final section.

  • First, briefly summarize the proposal. Be sure to share your qualifications and why you’d serve as the best choice.
  • Then, to prompt further conversation, confirm your availability to go over the next steps.
  • At the end of the proposal, the goal is to have the client ready to work with you. So, be sure to offer your contact information for easy follow-up.

In need of some inspiration before you begin writing? Here are example business proposal templates from popular business proposal software companies you can use to help create your proposal.

1. HubSpot's Free Business Plan Templates

HubSpot Business Proposal Template

Download these Templates

We know how crucial a great business proposal is to your and your client’s success. That's why we've compiled 2 Free Business Proposal Templates for you to use and customize for any of your projects.

You'll gain access to a concise, one-page template (pictured above), as well as a longer template for you to refine your plan and proposal.

Download the templates now to get started on building your proposal.

What We Like

The one-page template is clear, straightforward, and easy to read — without skipping on the key elements of a business proposal. This format is especially useful for busy clients who appreciate brevity and clarity.

2. Web Design Proposal

Business Proposal Templates: Web Design

With advertising on social networks projected to reach $82.23 billion dollars in 2025 , it's in your business's best interest to have a plan for growing your client's social media presence.

To help you in that effort, the information in this social media marketing proposal includes an executive summary to help introduce your high-level ideas, an assessment of the client’s company to show your diligence, and a breakdown of billing to show how your company charges for posting, content creation, and analytics.

This template includes all the bells and whistles of a social media proposal packaged in a fun yet professional design. It also includes helpful writing instructions under each section.

8. Content Marketing Proposal

Business Proposal Templates: Content Marketing

Business proposal templates are helpful places to get started, but what should your business proposal look like when it's complete? This template should inspire you.

When pitching your content marketing services to clients, this template can help you organize your ideas. While it walks you through initial objectives and how to communicate your prospected results, one of the most helpful parts of this template is the pricing ideas it gives you when charging for your services.

In the business template example below, Social Portal Consulting (SPC) pitches a marketing proposal to Graphic Bean. At first sight, this proposal appeals to the creative. I recommend going a step forward and designing the layout in your or your client’s brand colors.

Business Proposal Example: Social Media

Besides the design, the social media icons quickly tell the prospect what platforms Social Portal is pitching. Because we see Facebook, Twitter, Instagram, and Pinterest icons, the client instantly knows that this proposal doesn’t include LinkedIn, YouTube, or other platforms.

While maintaining its design, this example outlines Social Portal Consulting’s plans efficiently. It begins by providing insight into Graphic Bean and its goals before elaborating on how SPC can leverage its expertise to help them achieve them.

This business proposal template includes an easy-to-follow timeframe for goals and objectives while keeping the client abreast of how payment will happen across the project.

Overall, this is an excellent example of how to combine the elements of social media marketing into a creative and concise business proposal. Finally, we'll leave you with some business proposal ideas to get you started on your own.

  • Start with an outline.
  • Keep it simple.
  • Stay on brand.
  • Quality control.
  • Include data and visuals.
  • Add social proof.
  • Use a call-to-action.
  • Create a sense of urgency.
  • Make the decision for them.
  • Incorporate video into your proposal.
  • Include up-sell and add-on opportunities.
  • Clarify your terms and conditions.
  • Include a space for signatures to document agreement.
  • Create a table of contents.

1. Start with an outline.

If you want to produce a thoughtful, effective business proposal, you need to have some idea of what you're hoping to achieve with it.

Before I dive into writing a proposal, I always outline the major sections of the proposal that I want to include. That way, I can stay focused and make sure my message stays intact as I write.

Use these free business proposal templates to make sure that your outline includes everything you need.

2. Keep it simple.

Ultimately, there's no definitive blueprint for how long a business proposal has to be. Yours should be however long it takes to convey the information you want to get across.

That said, I'm a firm believer in quality over quantity, especially when it comes to business proposals. Keep your sentences short and simple, and avoid including too much business jargon.

You want anyone who picks up your proposal to make sense of it. So, be straightforward and don't get too fancy. Aim for substance over flash.

3. Stay on brand.

Don't be afraid to let your company's personality shine through in your proposal. Stay true to your brand and show the client what sets you apart from your competitors.

4. Quality control.

I've made it a habit to add an editing/QA step in my writing process. During this step, I do a quick spelling and grammar check before hitting send.

So, as you draft your proposal, and after checking for the basics, keep scanning this document until it's just right.

Check to make sure your proposal:

  • Meets client needs and expectations
  • Highlights your value proposition
  • Is well-structured and easy to read or skim
  • Complies with legal, ethical, and regulatory requirements
  • Looks professional and engaging

5. Include data and visuals.

You want your business proposal to capture your prospect's attention and help set you apart from any other ones they might have received. One of the best ways to do that is to include hard, quantitative data that helps stress the value of your business.

Use relevant, compelling figures that highlight what you have to offer. This can establish authority and make your proposal more convincing. It also helps to include visuals such as charts and graphs to enhance your proposal.

6. Add social proof.

From my experience, you can only be so convincing when you're personally talking up how great your business is — which is why adding social proof is key to establishing credibility.

At the end of the day, prospects are skeptical. They may not take you at your word. But they'll likely trust peers and fellow customers. That's why including elements like customer quotes and testimonials can go a long way.

7. Use a call-to-action.

I've learned that the best proposal in the world can only take you so far if you don't clearly define the next steps. That's why you have to make sure the reader knows what to do after reading your proposal.

A clear call-to-action is the best way to get there.

Define and highlight exactly what they should do to act on the interest your proposal has generated. Without that guidance, you might leave your reader in limbo.

HubSpot customers : Use this CTA builder to create powerful customized CTAs.

8. Create a sense of urgency.

No one wants to feel as if they missed out on a great opportunity. From my experience, prospect tend to drag their feet and put off making a decision if there isn't a sense of urgency.

So, as you create your business proposal, your goal should be to add a degree of urgency. When prospective clients read your business proposal they should feel that the best time to sign up for your service is now .

One way I accomplish this is by stating short and long-term goals for their business. They'll have to wait for the long-term goals, but I make the short-term goals so enticing that they'll be ready to begin a collaboration.

9. Make the decision for them.

Craft your copy in a way that seems like saying "no" to the proposal would be stepping over dollars to pick up pennies. Your offer should go above and beyond their expectations. Do everything in your power to remove friction and objections along the way.

10. Incorporate video into your proposal.

If you're creating an online proposal using document file formats like PDF, add multimedia elements. This will enhance the proposal experience, make your document richer, and keep them engaged.

Try adding a video at the beginning as an intro to your proposal. Or, put a video in the project breakdown to verbally discuss some of the more confusing parts.

Extras like this can make an impression. This tip works especially well with prospects who are visual or auditory communicators.

Pro tip : HubSpot Video makes it easy to record and embed video into a website or email for a big proposal boost.

11. Include up-sell and add-on opportunities.

They say you won't receive unless you ask. And readers won't explore the upper tiers of your solutions if you don't give them the opportunity.

So, share some upsells and add-ons about your business that they can act on. Call out a specific pain point and how this extra can add value.

With this step, balance is important. Show them everything your business has to offer without overwhelming your recipient.

12. Clarify your terms and conditions.

Your business proposal should include details on your project timeline and payment schedule. This summary is basically what you and the client agree to if they accept your proposal.

How to write a business proposal: Example Terms and Conditions

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Chapter 13: Business Proposals

Venecia Williams

Learning Objectives

  • Describe the basic elements of a business proposal
  • Discuss the main goals of a business proposal
  • Identify effective strategies to use in a business proposal

Business proposals are documents designed to make a persuasive appeal to the audience to achieve a defined outcome, often proposing a solution to a problem. Much like a report, with several common elements and persuasive speech, a business proposal makes the case for your product or service. In order to be successful in business and industry, you should be familiar with the business proposal.

Let’s say you work in a health care setting. What types of products or services might be put out to bid? If your organization is going to expand and needs to construct a new wing, it will probably be put out to bid. Everything from office furniture to bedpans could potentially be put out to bid, specifying a quantity, quality, and time of delivery required. Janitorial services may also be bid on each year, as well as food services, and even maintenance. Using the power of bidding to lower contract costs for goods and services is common practice.

Effective business proposals are built around a great idea or solution. While you may be able to present your normal product, service, or solution in an interesting way, you want your document and its solution to stand out against the background of competing proposals. What makes your idea different or unique? How can you better meet the needs of the company than other vendors? What makes you so special? With the competitive nature of business proposals, your aim is to make your proposal stand out and ultimately win the contract.

Planning a Proposal

To begin planning a proposal, remember the basic definition: a proposal is an offer or bid to do a certain project for someone. Proposals may contain other elements—technical background, recommendations, results of surveys, information about feasibility, and so on. But the difference with a proposal is that it asks the audience to approve, fund, or grant permission to do the proposed project. If you plan to be a consultant or run your own business, written proposals may be one of your most important tools for bringing in business. And, if you work for a government agency, nonprofit organization, or a large corporation, the proposal can be a valuable tool for initiating projects that benefit the organization or you the employee/proposer (and usually both).

A proposal should contain information that would enable the audience of that proposal to decide whether to approve the project, to approve or hire you to do the work or both. To write a successful proposal, put yourself in the place of your audience and think about what sorts of information that person would need to feel confident having you do the project.

It’s easy to get confused about proposals. Imagine that you have a terrific idea for installing some new technology where you work and you write up a document explaining how it works and why it’s so great, showing the benefits, and then end by urging management to go for it. Is that a proposal? No, at least not in this context. It’s more like a feasibility report, which studies the merits of a project and then recommends for or against it. Now, all it would take to make this document a proposal would be to add elements that ask management for approval for you to go ahead with the project. Certainly, some proposals must sell the projects they offer to do, but in all cases, proposals must sell the writer (or the writer’s organization) as the one to do the project.

Persuasion- Ethos, Pathos, and Logos

Proposals are built on the three elements of persuasion: ethos, pathos and logos. A proposal’s ethos refers to credibility, pathos to passion and enthusiasm, and logos to logic or reason. All three elements are integral parts of your business proposal that require your attention. Who are you and why should they do business with you? Your credibility may be unknown to the potential client and it is your job to reference previous clients, demonstrate order fulfillment, and clearly show that your product or service is offered by a credible organization. By association, if your organization is credible the product or service is often thought to be more credible.

In the same way, if you are not enthusiastic about the product or service, why should the potential client get excited? How does your solution stand out in the marketplace? Why should they consider you? Why should they continue reading? Passion and enthusiasm are not only communicated through “!” exclamation points. Your thorough understanding, and your demonstration of that understanding, communicates dedication and interest.

Each assertion requires substantiation, each point clear support. It is not enough to make baseless claims about your product or service; you have to show why the claims you make are true, relevant, and support your central assertion that your product or service is right for this client. Make sure you have sources to support your points. Be detailed and specific.

Types of Proposals

Consider the situations in which proposals occur. A company may send out a public announcement requesting proposals for a specific project. This public announcement—called a request for proposals (RFP)—could be issued through newspapers, trade journals, Chamber of Commerce channels, or individual letters. Firms or individuals interested in the project would then write proposals in which they summarize their qualifications, project schedules and costs, and discuss their approach to the project. The recipient of all these proposals would then evaluate them, select the best candidate, and then prepare a contract.

But proposals come about much less formally. Imagine that you are interested in doing a project at work (for example, investigating the merits of bringing in some new technology to increase productivity). Imagine that you visited with your supervisor and tried to convince her of this. She might respond by saying, “Write me a proposal and I’ll present it to upper management.” As you can see from these examples, proposals can be divided into several categories:

  • Solicited or unsolicited. Proposals are solicited or unsolicited. A solicited proposal is one in which the recipient has requested the proposal. Typically, a company will send out requests for proposals (RFPs) through the mail or publish them in some news source. But proposals can be solicited on a very local level: for example, you could be explaining to your boss how great it would be to install a new technology in the office; your boss might get interested and ask you to write up a proposal to do a formal study of the idea. Unsolicited  proposals are those in which the recipient has not requested proposals. With unsolicited proposals, you sometimes must convince the recipient that a problem or need exists before you can begin the main part of the proposal.
  • Internal or externa l. Proposals can be internal or external. A proposal to someone within your organization (a business, a government agency, etc.) is an  internal  proposal. With internal proposals, you may not have to include certain sections (such as qualifications) or as much information in them. An  external  proposal is one written from one separate, independent organization or individual to another such entity. The typical example is the independent consultant proposing to do a project for another firm.
  • Informal or formal. Another type of proposal is informal or formal.  An informal proposal is a short document, only a few pages long, normally in the format of a memo or letter and includes fewer sections than a formal proposal. Informal proposals generally include six sections: introduction, background, plan, staffing, budget and authorization (Guffey et al., 2019). Formal proposals are longer, more complex documents, and in addition to the six sections from the informal report, they include many of the other sections found in a typical report: a letter of transmittal, title page, table of contents, list of figures, executive summary , and additional information in the appendices . They may also include a copy of the RFR.

Common Sections in Proposals

You can be creative in many aspects of the business proposal but follow the traditional categories. Businesses expect to see information in a specific order, much like a résumé or even a letter. Each aspect of your proposal has its place and it is to your advantage to respect that tradition and use the categories effectively to highlight your product or service. Every category is an opportunity to sell and should reinforce your credibility, your passion, and the reason your solution is simply the best. Keep in mind that the sections included in your proposal are based on the type of proposal and the audience’s needs. Figure 13.1 highlights some of the common sections found in a proposal. Figure 13.1 provides an example of a proposal.

the business proposal should include the following brainly

Copy of RFP

Include a copy of the RFP you are responding to when submitting a proposal. A company undertaking a major project may send out different RFPs for different parts of the project, so it is best to include the RFP to identify which issue you are planning to address.

Letter of Transmittal

As with a formal report, include a letter of transmittal which should briefly identify the issue you are aiming to solve and the benefits of your proposed plan.

Executive Summary

The executive summary provides a summary of the proposal and highlights the main aspects of the proposal. If some information seems repetitive, remember that business reports are not always read in the order written.

Write a title that clearly and accurately describes your proposal. Include the name of the organization the proposal is for, the RPF number and the date. The title page should also have the name of the author(s) and the author’s organization.

Table of Contents

The table of contents enables the reader to quickly find the desired sections in your report. Format this page the way you would format the table of contents in a formal report.

List of Figures and Tables

Include a list of figures and tables if your report contains numerous illustrations, diagrams and charts.

Introduction

Plan the introduction to your proposal carefully. Make sure it does the following things (but not necessarily in this order) that apply to your particular proposal:

  • Indicate that the document to follow is a proposal.
  • Refer to some previous contact with the recipient of the proposal or to your source of information about the project.
  • Find one brief motivating statement that will encourage the recipient to read on and to consider doing the project (if it’s an unsolicited or competitive proposal) and to give you the contract to do the project.
  • Give an overview of the contents of the proposal.

Background on the Problem, Opportunity, or Situation

Often occurring just after the introduction, the background section discusses what has brought about the need for the project—what problem, what opportunity there is for improving things, what the basic situation is. It’s true that the audience of the proposal may know the problem very well, in which case this section might not be needed. Writing the background section still might be useful, however, in demonstrating your particular view of the problem. And, if the proposal is unsolicited, a background section is almost a requirement as you will need to convince the audience that the problem or opportunity exists and that it should be addressed.

Benefits and Feasibility of the Proposed Project

Most proposals discuss the advantages or benefits of doing the proposed project. This acts as an argument in favour of approving the project. Also, some proposals discuss the likelihood of the project’s success. In the unsolicited proposal, this section is particularly important as you are trying to “sell” the audience on the project.

When writing the plan, you want to explain how you’ll go about doing the proposed work. This acts as an additional persuasive element; it shows the audience you have a sound, well-thought-out approach to the project. Also, it serves as the other form of background some proposals need. Remember that the background section (the one discussed above) focuses on the problem or need that brings about the proposal. However, in this section, you discuss the background relating to the procedures or technology you plan to use in the proposed work. Once again, this gives you the proposal writer a chance to show that you know what you are talking about and to build confidence in the audience. Give enough information in your plan to secure the contract, but don’t include all the specifics (Guffey et al., 2019).

Most proposals contain a section that shows not only the projected completion date but also key milestones for the project. If you are doing a large project spreading over many months, the timeline would also show dates on which you would deliver progress reports. And if you can’t cite specific dates, cite amounts of time for each phase of the project.

Qualifications

Most proposals contain a summary of the proposing individual’s or organization’s qualifications to do the proposed work. It’s like a mini-resume contained in the proposal. The proposal audience uses it to decide whether you are suited for the project. Therefore, this section lists work experience, similar projects, references, training, and education that shows familiarity with the project.

Budget and Resources

Most proposals also contain a section detailing the costs of the project, whether internal or external. With external projects, you may need to list your hourly rates, projected hours, costs of equipment and supplies, and so forth, and then calculate the total cost of the complete project. Internal projects of course are not free, but you should still list the project costs: for example, you can list hours you will need to complete the project, equipment and supplies you’ll be using, and assistance from other people in the organization.

Conclusions

The final paragraph or section of the proposal should bring readers back to a focus on the positive aspects of the project. In the final section, you can end by urging them to get in touch to work out the details of the project, to remind them of the benefits of doing the project, and reiterate the reasons your organization is the right choice for the project.

Special project-specific sections

Remember that the preceding sections are typical or common in written proposals, not absolute requirements. Think about the following questions:

  • What else might your audience need to understand the nature and scope of the project?
  • What else might your audience need to understand the benefits arising from the project?
  • What other information might your readers need to be convinced to allow you to do the project?
  • What else do they need to see in order to approve the project?

Format of Proposals

A professional document is a base requirement. If it is less than professional, you can count on its prompt dismissal. There should be no errors in spelling or grammar, and all information should be concise, accurate, and clearly referenced when appropriate. Information that pertains to credibility should be easy to find and clearly relevant, including contact information. If the document exists in a hard copy form, it should be printed on a letterhead. If the document is submitted in an electronic form, it should be in a file format that presents your document as you intended. Word processing files may have their formatting changed or adjusted based on factors you cannot control—like screen size—and information can shift out of place, making it difficult to understand. In this case, a portable document format (PDF)—a format for electronic documents—may be used to preserve content location and avoid any inadvertent format changes when it is displayed.

Effective persuasive proposals are often brief, even limited to one page. “The one-page proposal has been one of the keys to my business success, and it can be invaluable to you too. Few decision-makers can ever afford to read more than one page when deciding if they are interested in a deal or not. This is even more true for people of a different culture or language,” said Adnan Khashoggi, a successful multi-billionaire (Riley, 2002). Clear and concise proposals serve the audience well and limit the range of information to prevent confusion.

You have the following options for the format and packaging of your proposal. It does not matter which you use as long as you use the memorandum format for internal proposals and the business-letter format for external proposals.

  • Cover letter or memo with separate proposal :  In this format, you write a brief “cover” letter or memo and attach the proposal proper after it. The cover letter or memo briefly announces that a proposal follows and outlines the contents of it. In fact, the contents of the cover letter or memo are pretty much the same as the introduction (discussed in the previous section). Notice, however, that the introduction to the proposal proper that follows the cover letter or memo repeats much of what preceded. This is because the letter or memo may get detached from the proposal or the recipient may not even bother to look at the letter or memo and just dive right into the proposal itself.
  • Consolidated business-letter or memo proposal: In this format, you consolidate the entire proposal with a standard business letter or memo. You include headings and other special formatting elements as if it were a report. This consolidated memo format is illustrated in the left portion of Figure 13.2.

the business proposal should include the following brainly

Figure 13.2 | Consolidated vs Letter Memo

Revision Checklist for Proposals

As you reread and revise your proposal, watch out for problems such as the following:

  • Make sure you use the right format. Remember, the memo format is for internal proposals; the business-letter format is for proposals written from one external organization to another.
  • Write a good introduction.
  • Make sure to identify exactly what you are proposing to do.
  • Make sure that a report—a written document—is somehow involved in the project you are proposing to do.
  • Make sure the sections are in a logical, natural order. For example, don’t present the audience with schedules and costs before you’ve gotten them interested in the project.
  • Break out the costs section into specifics; include hourly rates and other such details. Don’t just include the final cost.
  • For internal projects, don’t omit the section on costs and qualifications: there will be costs, just not direct ones. For example, how much time will you need, will there be printing, binding costs? Include your qualifications if you think your proposal will go to somebody in the organization who doesn’t know you.
  • Watch out for generating technobabble. Yes, some of your proposal readers may know the technical side of your project—but others may not. Challenge yourself to bring difficult technical concepts down to a level that non-specialists can understand.
  • Proofread and revise for grammar, mechanics and style.

An effective business proposal informs and persuades efficiently. It features many of the common elements of a report, but its emphasis on persuasion guides the overall presentation. Writing effective business proposals is a skill every business writer needs. Plan your proposal well and only include the sections necessary to both inform and persuade your audience. Remember that though you are offering a solution to a problem, your main intention is to sell your service.

End of Chapter Activities

13a. thinking about the content.

What are your key takeaways from this chapter? What is something you have learned or something you would like to add from your experience?

13b. Discussion Questions

Discussion Questions

  • Have you ever written a proposal? If yes, what were the sections you included?
  • Search for an RFP (request for proposal) or similar call to bid, and post it to your class. Compare the results with your classmates, focusing on what is required to apply or bid.
  • Identify a product or service you would like to produce or offer. List three companies that you would like to sell your product or service to and learn more about them. Post your findings, making the link between your product or service and company needs. You may find the Web site on creating a business plan ( https://www.scu.edu/mobi/business-courses/starting-a-business/session-2-the-business-plan/#3 ) useful when completing this exercise.

13c. Applying chapter concepts to a situation

Proposing a new software

Nate was recently hired at the Green Grocers Supermarket as a part-time cashier. He only does the evening shifts as he has classes in the day time and wants to avoid having any conflicts in his schedule. A part of his daily duties includes balancing the cash register drawer at the end of his shift. When his colleagues do the evening shift, they have to complete this task as well.

The owner of the supermarket is concerned as she notices that the cashiers are struggling to balance the drawer some evenings. She tries to resolve this issue as inaccurate information is affecting the reliability of the record-keeping process.

Nate is aware of a free software that the cashiers can use to complete their cash register balancing task. This software can save time, eliminate human error and store worksheets digitally instead of having the team file hard copies each day. He shares this idea with his boss who tells him to submit it as a written proposal instead.

Write an executive summary outlining what Nate’s proposal to his boss will include. 

13d. Writing Activity

Watch this video from TED.com on Dance vs. PowerPoint, a modest proposal . Summarize the video. What do you think of this idea of using dance instead of a “boring” PowerPoint? Would it work in a business setting, why or why not?

Attribution

This chapter contains information from Business Communication for Success  which is adapted from a work produced and distributed under a Creative Commons license (CC BY-NC-SA) in 2010 by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the  University of Minnesota Libraries Publishing  through the  eLearning Support Initiative ,  Business Communication For Everyone  (c) 2019 by Arley Cruthers and is licensed under a  Creative Commons-Attribution-NonCommercial-ShareAlike 4.0 International license , and Online Technical Writing by David McMurrey and is licensed under a  Creative Commons Attribution 4.0 International License .

Guffey, M. E., Loewy, D., & Almonte, R. (2019). Essentials of Business Communication, Eighth Edition . Toronto, ON: Nelson Education /Cengage Learning.

Riley, P. G. (2002).  The one-page proposal: How to get your business pitch onto one persuasive page  (p. 2). New York, NY: HarperCollins.

Chapter 13: Business Proposals by Venecia Williams is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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How to Write a Business Proposal: Step-by-Step Guide

the business proposal should include the following brainly

Writing business proposals is arguably not that fun. In fact, most business owners would rather avoid the task. However, if you have an amazing business proposal template to start with you can speed the process up significantly. The key is to build everything right the first time round and give yourself a reusable template you can tweak and adjust until it’s perfect.

What we'll cover in this article

  • Proposal templates
  • Visual presentation and design
  • Introduction (Executive summary)
  • Detailed specification
  • Terms and conditions
  • Optimizing your proposals for conversion

What Is A Business Proposal?

An effective business proposal is a formal document created with the purpose of persuading your potential customers to work with you. It’s a document used in a variety of industries - from selling carpets to offering enterprise software solutions and social media marketing , all of it starts with a business proposal.

Two types of business proposals

Besides the difference in the industry, the main division is between solicited and unsolicited business proposals. A solicited business proposal is sent when you already have a connection with the potential customer and they’re interested in what you’re selling. 

Usually, the buyer themselves will ask for a proposal outlining your problem statement. Whether they’re a small business or government agencies, your proposal should follow the project details they’ve outlined.

On the other hand, unsolicited proposals are sent without the explicit request of someone who may be interested in what you’re selling. Whether you’re writing formally solicited proposals or unsolicited ones, you’ll need to know how to structure them. 

Although it’s easier to create a solicited proposal, don’t stress out about writing unsolicited ones. Our guide can help you in both situations.

How To Write A Business Proposal - Take Your Proposal Writing From Good To Great

How To Write A Business Proposal The Easy Way

Have you ever freehanded a business proposal into the body of an email? Or started compiling it in a Word document from scratch? Or maybe you’re more into InDesign so you noticed a typo on your freshly exported PDF?

The fact of the matter is, creating a proposal for every client from scratch is both exhausting and a waste of time. Having a structured proposal writing system in place will save you countless hours. At the most basic level, your proposal writing system is two things:

  • Having a great business proposal template written with everything in it
  • Knowing what needs editing each time

The first thing, getting your business proposal template in order, is vital. The second is a matter of personalization to the specific job and client.

What Is A Business Proposal Template?

Put simply, a proposal template is a proposal that is about 90% finished. Think of it as a collection of all the best pieces of content you’ve ever put into previous proposals.

Your best introduction describing the problem statement, your best pricing strategy , best type of proof, best title page, etc. A winning template combines all the best elements of the proposals you’ve sent which resulted in sales for your product or service.

How To Write a Business Proposal Using A Proposal Template

If you’re using proposal software like Better Proposals, compiling this shouldn’t be difficult, because you will know which proposals work for your target audience thanks to our analytics and reports.

But what if you’ve never sent proposals before so you don’t have a basis for templates? What if you don’t have the time or just don’t know a thing about proposals? No reason to worry – our proposal library has more than 130 different proposal templates that help sell a wide range of products or services .

Once you have your template in place, you’ll only need to fill out the major details, such as:

  • The client's information
  • Specifics about the offer
  • Pricing, timelines, detailed specification
  • A proof section with an example similar to the offer you’re sending, etc.

Download This Complete Guide On How To Write A Business Proposal

Once you add these, your business proposal is ready to go. The main idea is that templates help you write proposals in 15 minutes instead of 5 hours. To see what the template creation process looks like, check out how easy it is to design yours in Better Proposals .

The importance of a good business proposal template

The best thing about a good proposal template is that you only need to create it once. After that, it’s just a matter of tweaking the details. If you do it properly the first time around, sending out a proposal turns into a few minutes’ work. 

The best tip we have is to choose your best proposal and turn it into a template. Allocate a good day to getting it as good as it can be - turn all specific information into placeholders, get your formatting sorted, and make sure your pricing section is clean and clear.

This also means editing the copy like it’s a headline on your website. Consider the wording, your client, and the emotions you want to evoke - really make each section shine.

Despite their growing popularity, this is the time to resist the urge to use AI content writers . The content they produce is easy to spot and putting effort into creating a great business proposal template makes all the difference. 

Later in this article, we’ll look at what is included in a business proposal, and that goes for your template too. We’ll provide business proposal examples as well. Next time you have that meeting with your potential client and they ask you to send them a business proposal for your proposed solution, you’ll confidently walk away knowing exactly what to do.

How To Write A Business Proposal That Sells

Most people think that writing a business proposal is boring and time-consuming. And for the most part, they’re right. There really is no creative flair in writing them and it’s all about pitching your product or service so that the new client says yes and gives you money. 

But it doesn’t have to be this way. There is a way to make proposal writing easier and more efficient and get your prospective client on board more quickly.

In the following sections, we’ll show you that writing a business proposal is more about preparation and using the right tools to make writing easier. In other words, we’ll teach you how to write a business proposal with minimal effort and maximum sales performance.

Once you pick the right proposal software tools, you’ll see how easy it is to create a winning proposal.

How To Track A Business Proposal Once Sent Out To a Client - Learn More

What questions are your customers asking?

When writing a business proposal, there’s a situation going on that only the best salespeople understand. Your potential client has a list of questions. They’ll rarely tell you what those questions are, mostly because they’re pretty awkward. 

For example, we had a situation when I quoted someone £40,000 for some software once. The proposal was about 17 pages long, and the client replied with one sentence:

“Sounds good. What happens if you die? How do I get my data back?”

I didn’t think it was an appropriate time to go back to him and explain I probably wouldn’t care about his data if I was dead. However, I did explain to him a contingency plan that we had in place for nearly a decade now for this exact situation. I told him, and he signed up.

This got me thinking. While this guy was the first bold enough to ask that question, he can’t have been the first guy to think it. From that moment on, we included the contingency plan in every business proposal we sent under a section called 'How we protect your data'.

Awkward questions your potential customers have but won’t ask you:

  • What happens if you die?
  • What will I do if they screw up my search engine rankings?
  • What happens if they take over my website and vanish?
  • What happens if they redesign my website and I get fewer conversions than I got before?

A rare client will actually ask these questions to your face, but it doesn’t mean they won’t pop into their mind. Think about it. How many questions do people actually ask on the back of proposals? Answer these questions in your proposal before the client gets a chance to ask them.

How do you want your potential clients to feel?

Don’t think of business proposals as just sales documents - think of them as taking someone on an experience. Think movies. The emotions override the content. It’s less important how you get them to feel sadness at the end, so long as you do.

Writing a business proposal isn't that different. It's all about the emotion you want your potential client to feel at the end of reading it. For example:

  • Excitement – Describing possibilities using uplifting pictures and success stories is good here. Don’t bore them with a document resembling a long business plan.
  • Confidence – Include lots of proof and trust-building elements into this. Don’t make suggestions; be certain in your wording.
  • Action taking – Lots of commanding words and talking about the next step. Don’t bog them down with a list of 42 things to decide on. Just get them to do the “next” thing.

You could find the best custom writing service out there and you’d still be the only one who can do this properly. That’s because, depending on your client and what you’re selling, only you know what’s most appropriate.

What you definitely don’t want to be doing is talking in “maybes”, “ifs”, and using suggestive wording when you want someone to trust you. It sounds like you’re not sure. As a good friend, Mitch Miller, says:

“The doctor doesn’t ask the patient if it’s the right prescription. He just prescribes the right thing and tells them to get out of the office.”

How To Write A Business Proposal - The 8 Core Elements

There are 8 elements most business proposals should include. Some are absolutely essential; some are not – that depends on your specific situation. Here they are:

Does your proposal need to have all of these sections? Maybe yes, maybe not – it depends. However, all of our proposal templates have these sections out of the box. But wait - there’s one thing we haven’t mentioned on purpose.

0. The cover page

All proposals should have a well-designed cover page with an image and text to address the specific client. We’re leaving it out because all of our business proposal templates come with beautiful, professionally designed cover pages already built in.

A beautifully designed cover page can help your business stand out because it gives your entire document a level of professionalism. What’s more, it brings the wow factor that pulls clients in right off the bat.

How To Write A Business Proposal Step Zero - Start With A Cover Page

1. The introduction

Also known as the Executive summary. Good business proposals always start with a great introduction . This is the most read part of your proposal, so it needs to get across that you understand their situation and you’re clear on their goal. Your meetings and discovery sessions should be heavily predicated on getting the information for this section of the proposal.

Step One  - How To Write A Business Proposal - The Introduction

The biggest reason you’re not winning new business is not getting a chance to do a meeting or initial call about the job. As a result, you never discovered what the client wants to achieve, what’s important to them, and what makes them tick. And because you don’t know that information, you lead with the things that don’t matter as much (e.g., the price or the technicalities of what you’re going to do). 

This is why a discovery call is one of the most important things to include when you learn how to write a business proposal. Without it, you’re essentially guessing what the client needs.

Every Business Proposal Needs A Good Introduction

Your introduction should show the client that you’ve listened to their problem and that you have the cure, which you will show them in the next section. If you want to create an ongoing relationship, you need to show that you’ve researched your client’s company.

If you want to present your clients with a custom service, this is the place to stress that. Show them how you customize your usual offer to match their exact pain point.

According to our own research, this is the most-read section of all business proposals besides the pricing. Most clients read just these two sections, so make sure that you invest extra time and care in this one.

How to write a proposal introduction

This section is also known as a summary or an executive summary, depending on your resources. Even though the title is different, everything else is the same – it’s a section where you discuss how you’re going to solve the client’s problem and present your value proposition.

The most important tip we have here is to make it all about the client and the solution to their problem. In other words, refrain from going on and on about yourself. At the end of the day, a client reading a proposal wants to know what solution you offer. And if they’re interested in your company history or the process of forming an LLC , they’ll Google it.

better proposals e-commerce website design proposal template screenshot

Make sure to keep it short and to the point. You want to keep your entire proposal easy to read and as enjoyable of an experience for your potential client as possible. 

Since the executive summary is such an important part of any standard business proposal, don’t be afraid of asking your team members to read it and give you feedback. And if you need more practical writing tips, check out our in-depth proposal introduction writing guide .  

2. The detailed specification

This part varies depending on what you’re selling. If it’s a website, this could be a list of pages and features. If you’re writing a social media marketing proposal, then this could be the strategy or the talent and credentials of your team. It’ll vary.

The basic idea is to be as detailed as possible in your offer. That way, the prospective client understands exactly how your proposed solutions work.

better proposals simple web design proposal template screenshot

The reason it’s important is that if the deal goes bad, you both have this section to refer back to. Your business proposal outlines accountability and what the client should hope for. Moreover, it also serves as a good exercise for you when writing a good business proposal, as this is all the information you’re going to gather in any discovery phase of the deal.

It’s important here to keep this in plain English. Stay far away from jargon, as it will only confuse the potential client. The less the reader understands, the less they trust you.

Also, if you absolutely must write about your company, this might be the place to do it. Who you are, what you do, how long you’ve been doing it, and what makes you stand out. However, don’t spend too much time or space on this because the focus is on the client, not you.

3. The timescales

It doesn’t matter if it’s a wide bracket, like 2-4 weeks – you have to give the client some clue about your project timeline . Otherwise, it’s a massive unknown.

better proposals freelance writing proposal template screenshot

It can be really useful to find out if the client has a special event or another reason for a project timeline to be important to them. If there is, tie that in. You can even tie that into scarcity to give them the incentive to sign the proposal off by a certain date. And if you’re writing unsolicited proposals, you need to be especially convincing and present your project timeline in a way that will make it hard to say no to. 

Be as specific as possible, but also use this section to your advantage. More time to deliver means two things:

  • You can finish earlier than promised and impress your client
  • You have more time to spare if something goes unexpectedly wrong

More time is always better, but make sure that you consider the need for urgency as well.

4. The proof

You must prove to your client that you can actually deliver your proposed solution. Now, you might say, “we have examples on our website”. That’s nice – but the client is not looking at your website, they’re reading your proposal – your one big “ask” for the business. They want solid proof and a few good case studies will do.

You need to have sufficient proof in a good business proposal. This could be examples, testimonials, video case studies, screenshots from a client proving you helped them with something, a recording of a voicemail – anything.

better proposals wedding photography proposal template screenshot

As you can see in our business proposal example, it doesn’t have to be complex and have the production value of a Spielberg classic. It just needs to get the point across.

To help them feel like they’ll be in good hands, you can also indicate relevant credentials and certifications your team managers and members have. After all, product managers and team leaders will play a massive role in ensuring that your product or service is of top quality.

The good news is, there is more than one type of proof that you can choose. Case studies, testimonials, portfolio pieces, explainer videos – there are lots of ways to convince your clients that you’re the real deal.

5. The price

Based on our data, this is the second most read section of any business proposal – people usually jump straight from the introduction to the pricing table. Needless to say, spend some extra time here to make it look right.

When using our business proposal templates, you can choose how to format your price based on project details. That said, there are a few things you want to make sure of. 

The first is that the pricing is super clear. If you have somewhat of a confusing pricing structure, then this might be time to think about simplifying it.

better proposals high-end web design proposal template screenshot

Speaking of which, we’ve done some research on pricing in business proposals and you can see our results in the latest Proposal Report . As it turns out, it’s a better idea to have a single offer and price instead of trying to get more money with upsells. Proposals with a single offer sold significantly more – 20.6% for offers with upfront costs and 33% higher for offers with monthly retainer costs.

The reason is that a business proposal is a matter of getting a simple answer – yes or no. The more options you add, the more difficult it gets for them to decide whether to sign or not. Keep your responsive pricing tables super simple.

The way you format your price can help avoid further negotiations. Our analysis of real-life pricing mistakes should give you a good idea of what to avoid.

How to name your pricing section

Finally, there is one more thing that you should know about the pricing section – don’t call it that. We’ve discovered that these names work better:

  • Return on investment
  • And others following this pattern

naming your pricing section proposal report data

Basically, you want your clients to see your services as an investment in their business, rather than a simple cost and money down the drain. Small businesses or enterprise clients, no one wants to spend money - they want to invest it.

6. The guarantee

Some people love the idea of a guarantee. Others don’t like giving guarantees for fear of abuse. However, a guarantee is a great way to push new clients further towards conversion.

better proposals brand design proposal template screenshot

Instead of a typical money-back guarantee, consider guaranteeing a part of your service or a timescale. Cheryl Laidlaw’s “Website in a Day” service is a good example. 

She, at the time of writing, charges £1,995 for the day and delivers the website THAT NIGHT. The client doesn’t go home (and neither does Cheryl) until it’s done – which is an amazing offer .

7. The next steps

A lot of times, people seem to forget the very basics – to show the client what to do next. Sure, some people might read your business proposal and say, “Great, okay, let’s go ahead”. But why would you leave it up to them to figure it out?

It’s not their job to figure out how to buy from you, especially if you’re sending informally solicited proposals. Just make sure to tell them what the next steps are. Usually, this will be something like:

Step 1: Sign the proposal by typing your name in the box below and hitting ‘Accept’. This makes the proposal a legally binding contract.

Sign the proposal

Step 2: We’ll invoice you for 50%. Please pay for this immediately.

Step 3: We’ll arrange our initial consultation call with you.

Anyone can do these tasks on their own – they’re not all that complex. The problem is that if you leave all of this unsaid, you’re leaving your clients wondering. Explain all the details of what’s going to happen next.

8. The terms and conditions

You absolutely should be including your contract or terms and conditions. Just put it on a separate page called Terms & Conditions or Terms of Business .

better proposals Facebook ads proposal template terms and conditions screenshot

There’s a great contract written for freelancers which covers 98% of the basics. If you’re not using a contract in your business right now, use this until your legal team demands something better.

You should always include your terms in your business proposals because when someone signs the proposal, they automatically sign the contract . It covers you and it covers the client, so it’s only natural to include it.

Just reading the words “terms and conditions” may make you feel dizzy because of the work ahead, but it’s actually something that you can do once and never fret about again later.

A Business Proposal That's Optimized for Conversion

So let's say you've followed all the steps in the "How To Write A Business Proposal Guide," and you now have the best structured proposal on the planet, and it still loses business. Why could this be? - perhaps it's a conversion problem. We’ve analyzed hundreds of thousands of proposals sent through our platform to see what makes them convert. Here are some data-backed tips to help you.

1. Send your proposals quickly

For over four years now, sending proposals out within 24 hours of meeting the client has been the best way to increase conversion rates. According to our data, proposals that are sent out within that time frame had a 23% higher conversion rate than those sent only a day later.

2. Include a cover page

While jumping straight into the introduction won’t hurt your conversions significantly, our data shows having a cover page makes a difference. Proposals with a cover page convert 4.6% better than the ones without it.

3. Don’t go overboard

The length of a business proposal will largely depend on what you do. That said, proposals that convert the best are short, concise, and to the point. Our data backs this up, showing that the optimal proposal length has been 6-7 sections for five years now.  

4. Make sure your proposals are mobile-friendly

The number of clients opening business proposals on desktop computers has been steadily decreasing over the years. As a matter of fact, as much as 46% of proposals are now opened on mobile devices. 

You won’t get a second chance to make a first impression, and you can’t control what device your client chooses to use. So what do you do? Choose a responsive design that looks great on all screen sizes.

documents opened on mobile proposal report stats

5. Look professional

Pixelated logos, mismatched fonts, and typos are the best way to lose credibility right off the bat. Our data shows that branding goes a long way, with proposals sent from a custom domain converting 19.3% better than the ones sent from a third-party domain.

6. Integrate live chat

Great customer service is always crucial to increasing your conversion rate. Live chat not only helps you to respond to your client's questions in real time but also puts them at ease. That’s why proposals with integrated live chat convert 18.2% better than those without it.

7. Make the offer easy to accept

The harder you make it for the client to do business with you, the more business you’re losing. With business proposals, the answer is easy - use a web-based platform like Better Proposals. That way, you’re letting clients sign documents electronically and pay, all in one place.

Using traditional PDFs sent as email attachments makes your conversion rate 88% worse. It's not a surprise when you think about it - nobody likes going through the hassle of printing, signing, scanning, and sending the document back.

sign by drawing with better proposals

Using Proposal Software To Write, Send & Track Your Business Proposals

The truth is, rarely anyone writes proposals these days – most people use proposal software. Here’s why it’s a good idea:

  • Proposal software is web-based . You can send your clients links instead of PDF files.
  • Proposals are optimized for different devices. They look and feel the same on a phone, laptop or tablet.

Use a proposal software

  • You get to use proposal templates . (We have more than 130 of them.)
  • You can track what the client does with the proposal. You get notifications when they read, forward and sign.

Progress of your business proposal

  • Clients can instantly sign proposals electronically. This means your proposals are considered legally binding contracts. No need for third-party tools like DocuSign or DocuSign alternatives – good proposal software has that already built in.
  • Clients can pay from the proposal. Paypal, Stripe, GoCardless, you name it.

Pay from the proposal

  • You can use a variety of integrations . MailChimp, Zapier, Salesforce, HubSpot , or whatever else you are using in your sales workflow.
  • Detailed reporting . Find out what works and what doesn’t, no guessing.

Sales report from your proposals

  • The ability to use live chat . You can chat with the client as they’re reading the proposal, increasing your conversions.
  • You get to write your proposals in 15 minutes , not 5 hours. Pull the data from your CRM and populate it with automatic fields - it’s that simple.

the business proposal should include the following brainly

These are just some of the many reasons why you should consider using proposal software rather than opening Word next time you want to write an effective business proposal.

The takeaways

Whether you’re a seasoned professional or just starting a new business , following our guide will help you dramatically increase the number of people who say yes to your proposals. In summary, here are the exact steps that you need to take to write an amazing business proposal:

  • Start off with a proposal template
  • Find out the questions that your clients are asking
  • Think of how you want the clients to feel as they read the proposal
  • Include the 8 elements of a winning business proposal, as listed above
  • Use proposal software to automate the writing process

One of the biggest reasons people take forever to write business proposals and ultimately do a bad job is because they are using software that simply isn’t geared up to doing the job in an effective way. It might sound like a self-serving suggestion , but you should take a look at using Better Proposals for writing your next business proposal. 

The business proposal templates in our Marketplace alone will save you a ton of time with many business proposal examples to browse, and our proposal software has everything you need for writing proposals in one place.

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Project Proposal – How to Write One Without Actually Writing Anything

A project proposal is a sales document that shows a business relationship between the seller/vendor and the customer purchasing their product or service.

Proposal Template Tips - Win 113% More Business Faster

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the business proposal should include the following brainly

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What to include in a business proposal

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You can use our free proposal templates to make sure your proposal includes everything it needs. Aside from the proposal itself , you’ll also need a cover and cover letter or executive summary .

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Your cover needs to include the proposal date along with the names of the proposal, the client, and your company. Effective proposal covers are simple yet well designed. Select fonts and colors that match your company’s brand, and include a high-resolution image of your company logo. Your cover design should be consistent with the design for the rest of your proposal.

Cover letter/executive summary

This is your first and therefore your most important opportunity to engage with a potential client. The aim of your executive summary or cover letter isn’t to summarize your proposal, but to persuade the client to read the rest of your proposal. To do that, you need to focus solely on the client and their needs.

Your cover letter or executive summary should include the following:

1. Introduction

Hook the client instantly with an attention-grabbing intro. Give a brief summary of their mission statement and objectives. Talk about their strengths and the weaknesses you’re hoping to fix.

2. The problem

You can’t propose a solution if you don’t address the problem first. Show that you did your homework and have a clear understanding of the client’s situation as well as what they hope to get out of resolving it.

3. The solution

Now you can introduce yourself — but only in the context of the client’s needs. Rather than focusing on your process or the features you plan on bringing to the table, discuss the benefits the client will receive. Be specific enough about your solution without giving away the details in your proposal.

4. The evidence

Assure the client that your company is capable of delivering on time and on budget. Whether you decide to provide examples of past successes or go into further detail about your services, you need to prove how you — and no one else — can give the client what they’re looking for.

5. Call to action

Tell the client why you’re eager to work with them and how your companies would make great partners. Urge them to read the rest of your details in the proposal.

6. Proposal

Your proposal will follow a structure similar to your executive summary but provide more details. Again, make sure to focus on the client’s needs before diving into your proposed solution, company history, or project costs.

The body of your proposal should include the following:

Reintroduce the issue the client is facing and the goals they’re trying to achieve. Define how your method is the most effective and necessary approach to solving their problem.

Outline your approach to tackling the client’s challenges. Provide a timeline for project deliverables and describe how each milestone will benefit the client. Be sure to detail your strategy as much as possible.

List project fees and any additional resources you might need. Give the client multiple pricing options to choose from. Describe what you can do within their budget and what more you can do beyond it.

Qualifications

Take the time to brag about yourself and your team. Explain what your company does and what your values are on an “About Us” page. List references or case studies to demonstrate just how successful your company has been.

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Tell the client how to proceed should they choose to accept your proposal. Have a lawyer review any legal language, such as terms and conditions, you might put in your conclusion.

Using a template and e-signature software can be extremely helpful in creating well-designed, persuasive proposals. A program like Jotform will make the process of creating, sending, and tracking proposals incredibly easy. Jotform’s latest product, Jotform Sign , allows you to collect legally binding signatures for your proposals. Every document you send will automatically become part of an approval workflow. All your proposals and accompanying communications will be in one place, so there’s no need to switch programs.

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AS ALWAYS, CONSULT AN ATTORNEY BEFORE RELYING ON ANY FORM CONTRACT OR  CONTRACT TEMPLATE. THE CONTENT ABOVE IS FOR INFORMATIONAL PURPOSES ONLY.

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Expert Tips for Writing a Project Description With Free Templates

By Kate Eby | May 25, 2021

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A strong project description provides a roadmap for stakeholders and communicates the vision without getting bogged down in details. We’ve compiled expert tips and sample project descriptions to help you get started. 

In this article, you’ll find a project description outline , steps for writing a project description , expert tips , and examples of project descriptions by industry .

What Is a Project Description?

A project description is a high-level overview of why you’re doing a project. The document explains a project’s objectives and its essential qualities. Think of it as the elevator pitch that focuses on what and why without delving into how. 

You typically draft a project description early on, during the project initiation phase of the project management lifecycle.

The project manager often writes the project description. However, if you are working for an agency that seeks grant funding or writing a research proposal, you might need to learn how to write a project description in a project proposal.

The project description should include an overview of the following:

  • Project goals and objectives
  • Stakeholders and their roles
  • Metrics for measuring success
  • Estimated budget

The tricky part is figuring out what doesn’t belong in the project description. The description should focus on goals, objectives, and the overall approach, but you don’t need to include lists of tasks, an extensive background, or research analysis. In general, the project description is broad; you’ll include more detail in the project plan.

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Project Description Outline

The parts of a project description will vary depending on the type of project. However, your project description should contain the following elements:

Parts of a Project Description Outline

  • Project Title: Aim for a short, unambiguous, and memorable title. 
  • Overview: This is a high-level summary (no more than one or two paragraphs).
  • Project Justification: Explain the problem or opportunity and why the project is necessary.
  • Objectives: Set specific and measurable project goals.
  • Phases of Work: Break down the project into phases that describe the desired outcome for each.
  • Metrics for Evaluating and Monitoring: Include the metrics you’ll use to evaluate the project’s success. 
  • Timeline: Outline the timeline for each phase, including the basic tasks that you will accomplish, with start and end dates.
  • Estimated Budget: Include the budget and projected costs.

How to Write a Project Description

Although writing a project description will vary somewhat depending on the type of project, the basic process is the same. The following 10 steps are key to writing a good project description.

  • Summarize: Write a one- or two-paragraph explanation of what the project aims to accomplish. Avoid delving deep into background or past projects. A good project summary will not only serve as your elevator speech, but will also help you clarify larger issues with your plan.
  • Define: Describe the problem or opportunity and how the project will address it.
  • Specific: Answer who, what, when, where, and why.
  • Measurable: Include metrics for defining success.
  • Achievable: Set goals that are possible to accomplish with the available resources.
  • Relevant: Goals should be aligned with your organization’s mission.
  • Time-bound: Include intermediate and final deadlines for each goal.
  • Explain: Briefly explain your methodology. Include any key technologies or project management techniques you’ll use and why they’re appropriate.
  • Measure: Identify the project deliverables . How will you measure success and evaluate the project?
  • Schedule: Include a general timeline, with project phases and milestones. Be sure to note any important deadlines.
  • Budget: Include the total estimated cost of the project and how much you have budgeted. (Note that this shouldn’t be a line item budget.) Use a project budget template for a more detailed breakdown of budgeted and actual project expenses.
  • Get feedback: Seek feedback from key stakeholders, customers, and anyone impacted by the project for feedback. Ask them to explain the project in their own words to get a sense of how clearly you’ve communicated the vision.
  • Proofread: Have someone else proofread the project description. In addition to spelling and grammatical errors, ask them to look for missing details that are significant to the project.
  • Revise: Update and revise the document as the project progresses. Treat the project description as a living document.

A 10-Step Checklist for Writing a Project Description

Now that you know how to write a project description, use this checklist to help you focus on the key details.

Types of Project Descriptions With Examples

In this section, you’ll find a variety of free, customizable project description templates. We’ve completed them with sample information so that you can get an idea of how to write a description that fits your needs. You can also download a free project documentation template to help you track its progress.

Architectural Project Description Template

Architectural Project Description Template

Download Architectural Project Description Template

Microsoft Word | Adobe PDF | Google Docs

An architectural project description should start with a summary that explains the need for the project. Briefly identify the site, any key design features and aesthetic considerations, and a broad timeline. Keep it simple, and write for the general public. Here’s an example of an architectural project description summary for a downtown parking garage:

After you summarize the project, use the architectural project description template to create a customizable action plan. Include a breakdown of work by phases. Note any communications and approvals needed to ensure success.

Client Creative Project Brief Template

Client Creative Brief Template

Download Client Creative Brief Template

Microsoft Excel | Smartsheet

Create a client creative project brief  to ensure a project strategy aligns with client goals. Creative briefs are frequently used for projects involving graphic design, videography, or marketing campaigns. Start by briefly describing the project, objectives, and deadlines. The following client creative project brief provides an overview of a holiday marketing campaign.

The format will vary based on the type of project. In the client creative project template example above, you’ll find a number of kickoff questions about the campaign’s target audience, key components, and messaging. If this template doesn’t meet your needs, check out other Smartsheet client creative briefs and marketing project plan templates .

Grant Project Description Template

Grant Project Description Template

Download Grant Project Description Template 

Microsoft Word | Adobe PDF  

When you’re applying for grant funding or planning a grant-funded project, it’s essential to identify the target population and how they’ll benefit from project activities. Focus on why the project is necessary, rather than on the needs of your organization. The following example describes a grant project for a program seeking funding to combat childhood hunger:

This grant project description template breaks down the description into separate sections for the problem to be addressed, goals and objectives, target population, project activities, and key staff. It provides additional space for background information, measurable outcomes, and a timeline and budget, and it includes separate columns for income sources and expenses.

Interior Design Project Description Template

Interior Design Project Description Template

Download Interior Design Project Description Template

Microsoft Word | Google Docs

An interior design project description is similar to a client creative project brief. You’ll use the project overview to spell out a vision for the project that syncs with the client’s needs. The following interior design project description summarizes a residential kitchen remodel project.

Use the remainder of the interior design project description template to document the client’s likes and dislikes in greater detail. The template includes space to note the client’s preferences for general style, as well as colors, patterns, textiles, furnishings, and more. You’ll also find space to include measurements, a floor sketch, a project schedule, and a budget.

IT Project Description Template

IT Project Description Template

Download IT Project Description Template

Microsoft Excel | Microsoft Word | Adobe PDF

An IT project description should start with a basic summary that condenses key background information and what the project entails. Keep it simple, and explain the project in lay terms. The following IT project description summary provides an overview of a plan to develop a mobile ordering app for a fast casual restaurant:

This IT project description template includes space for goals, assumptions, measurements of success, and risks. Additionally, the template includes space for a breakdown of the scope of work, including processes impacted by the project, milestones, costs, and resources.

Software Project Description Template

Software Project Description Template

Download Software Project Description Template

Microsoft Word | Adobe PDF

A software project description should start with an overview that explains the type of software that will be developed, the problem it will solve, and the benefits to users and the business. The overview shouldn’t focus on the technical aspects of the project, but instead on the final product and its benefits. This software project description example gives an overview of a point-of-sale (POS) system under development for a brewery.

Once you’ve completed the overview, use this software project description template to explain purposes and goals in greater detail. The template includes sections for obstacles, risk factors, hardware compatibility, and software employed. Other features include a detailed breakdown of the project’s timeline and cost structure.

For other project description templates, please refer to our Free Project Description Templates article .

PMP Project Description

If you’re a project manager seeking the Project Management Professional certification, you’ll need either 36 or 60 months of professional experience leading projects, depending on your education level. 

The Project Management Institute (PMI) requires you to submit each project as its own entry on the application and include the following:

  • A one-sentence project objective.
  • Your role in accomplishing project deliverables in each of the five phases of project management : initiating (IN), planning (PL), executing (EX), monitoring and controlling (MC), and closing (CL).
  • A brief description of project outcome.

You can use this PMP application project description example for guidance:

  • Objective: Redesign Company XYZ’s website to improve lead generation by 25 percent.
  • Project Deliverables: I was the project manager for Company XYZ’s redesign. I drafted the project charter and recruited a team of four IT staffers to complete the project (IN). I created the work breakdown structure, timeline, and budget, and I met with stakeholders to assess project contingencies and risks (PL). I coordinated between departments, provided quality assurance, and managed the four-person team throughout the project (EX). I conducted risk audits and communicated results to stakeholders (MC). I obtained stakeholder feedback, archived project documents, and held multidepartment training once the redesign was completed (CL).
  • Outcome: Company XYZ’s website redesign was completed $10,000 under budget and two weeks ahead of schedule. Lead generation increased by 30 percent within six months.

How to Write a Project Description in a CV or Resume

Writing a project description for successful past projects can give you an edge when you’re a job candidate or looking for new clients. When writing a project description for your CV, resume, or portfolio, clearly state the project objective, your role, and the outcome.

Continuing with the example above, here’s a project management project description sample to avoid in your resume because it’s vague. The second project description is a more effective example. It also highlights the most significant accomplishments and responsibilities first.

Project Description Before Example

IT Project Manager, Company XYZ Project: Website redesign

  • Managed a highly successful redesign
  • Provided leadership throughout the project
  • Updated key stakeholders in a timely manner
  • Coordinated communications and staff trainings
  • Completed the project under budget and ahead of schedule, resulting in improved sales

Project Description After Example

IT Project Manager, Company XYZ Project: Website redesign with goal of increasing lead generation by 25%

  • Managed website redesign that resulted in a 30% increase in lead generation
  • Completed the project $10,000 under budget and two weeks ahead of schedule
  • Recruited and managed a team of four IT staffers
  • Created the work breakdown structure, timeline, and budget; assessed project contingencies and risks
  • Communicated with key stakeholders throughout the project; trained staff across departments once the project was complete

Tips for Writing a Good Project Description

To write an effective project description, draft early in the process. Keep it high-level without going into too much detail or background. Use the description to generate interest among a broad audience. Keep it brief and free of jargon.

  • Clear: Keep writing straight to the point and don’t include unnecessary jargon. 
  • Concise: Focus on the project itself, rather than on background information.
  • Complete: This can be a challenge when you’re also aiming for concision. Regardless, the description should include the key points your audience needs to understand the project. 
  • Credible: Only cite authoritative sources and the most up-to-date information.
  • Draft the Project Description Early in the Process: Gregory Carson, PMP, is a biomedical engineer, attorney, and patent agent with more than 20 years of project management experience and who owns Carson Patents . Carson suggests drafting the project description early, ideally as soon as the idea occurs to you or your team. The description will serve as the summary roadmap to refer back to throughout the project. “All of the other details have some direct relationship to the project description, so having the project description well drafted before you begin the execution planning can save you time and frustration, in particular as changes need to be included,” Carson says. At the end of the project, you’ll want to refer back to the document to show that the project fulfilled the goals and objectives.
  • Make a Memorable First Impression: Alan Zucker, PMP, is a project manager with more than 25 years working with Fortune 100 companies and founder of the website Project Management Essentials . He says that a project description should motivate. The goal is for people to understand and support the project after reading the description. “When crafting your pitch, remember that most people will form their initial impressions about the project within the first 30 seconds. Lead with a strong statement and a powerful image of the project’s benefit,” Zucker says.
  • Write for a Broad Audience: A common mistake when writing a project description is targeting too narrow of an audience. “There is usually no lack of attention on the stakeholders that are funding the project, and they are important audience members for the project description to focus on,” Carson says. “But particular attention focused on the stakeholders who will benefit from the project often leads to helpful insights for the project.” Getting feedback on the description from a broader audience is also helpful. Zucker suggests reviewing the description with key stakeholders, customers, and those impacted by the project. “After reading your description, see if they can restate it in their own words,” Zucker suggests. “Was the restatement what you intended? If not, then continue to revise the description based on the feedback.”
  • Avoid Excessive Details, Especially Early On: Your project description should convey a vision, rather than provide a detailed implementation plan. Don’t worry too much about planning out details in the description phase —  Zucker suggests that you simply make sure there’s a clear understanding of the project’s goals and why you want to proceed. “The description will evolve as we learn more about the project,” Zucker says. “Don’t worry about committing too early. Part of that evolutionary process is sharing the description and getting feedback on it.” Keeping a high-level focus will help generate buy-in for the project. Carson says it’s key to describe the project so that others “can understand and appreciate your marvel.” “You don’t want to pontificate to the point where people stop reading or get confused about any of the goals and objectives,” he says.
  • Ask Someone to Proofread Your Project Description: Proofreading and editing are essential when you finalize your project description. But if you wrote the description, recruit someone else to edit it. “Too often as we write, we ‘remember’ what we were writing about and can miss little details, even spelling and grammar, that can impact the meaning and importance of a project and its description,” Carson says. Don’t be surprised if you need to revise and rewrite a few times. It’s all part of the process of crafting your message.

How to Write a Brief Description of a Project

Focus on the project and the problem it addresses. Avoid delving into background info or referencing other projects. Emphasize the what and why without excessive detail about the tasks it requires. This can be your pitch to sell the project.

What Is a Project Description in a Project Proposal?

A project description in a project proposal is a brief summary of the goals, the objectives, and the need for the project. It shouldn’t be more than one or two paragraphs. The project proposal will provide more detailed information.

What Is a Project Description in a Thesis?

A project description in a thesis outlines the research you’re undertaking, typically as part of graduate studies. It includes your working title, your research goals, basic methodology, and why the research is needed.

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  1. When writing a business proposal, you should do all of the following

    Answer 35 people found it helpful metchelle report flag outlined When writing a business proposal, you should avoid language that is too informal such as slangs, jargons, and loaded words. Also avoid using contractions or abbreviations because they can cause confusion.

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    Company How to Write a Great Business Proposal Rachel Meltzer Updated on October 7, 2022 Professionals You've finally started your business, selling a service or product to other businesses. How exciting! Perhaps you've received a request for a proposal, or maybe you're ready to start doing cold outreach.

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    Because you will not have been provided with an RFP document first, you will need to conduct thorough research on your own to understand your audience prior to writing this type of proposal. In general, all business proposals follow the same basic structure: 1 Title page. 2 Table of contents. 3 Executive summary.

  14. How To Write a Business Proposal: Components, Steps and Tips

    1. Read the request for proposal. If you are writing the business proposal in response to a request for a proposal, or an RFP, be sure to carefully and thoroughly read the RFP. Make sure that you understand what the client is asking for so that you can create a proposal they are likely to accept. 2.

  15. What to include in a business proposal

    1. Introduction Hook the client instantly with an attention-grabbing intro. Give a brief summary of their mission statement and objectives. Talk about their strengths and the weaknesses you're hoping to fix. 2. The problem You can't propose a solution if you don't address the problem first.

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  20. Write a Project Description with Examples

    The project manager often writes the project description. However, if you are working for an agency that seeks grant funding or writing a research proposal, you might need to learn how to write a project description in a project proposal. The project description should include an overview of the following: Project goals and objectives

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