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Blog Business How to Write Business Proposal (Examples + Free Templates)

How to Write Business Proposal (Examples + Free Templates)

Written by: Aditya Sheth Jan 25, 2024

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, what are the components of a business proposal.

• How to write a business proposal step by step

More business proposal examples + writing and design tips

What should you include in a business proposal, what are the types of business proposals.

• FAQs about business proposals

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

A business proposal is a document designed to outline a business plan to convince potential client, investor or partner to engage in a business agreement with you or your company. It’s basically a sales pitch in writing to persuade potential clients to show them benefits of working with you or your company for their business success.

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:

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

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

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.

Working on a new project? These project proposal examples might come in handy for you.

The components of a business proposal can change depending on the field, company size and client needs. While details may differ, strong proposals typically introduce your company, explain the problem, offer a solution and its benefits, highlight your team’s skills, and outline timeline, cost and next steps.

Sometimes, the complexity of crafting a business proposal, especially in projects requiring thorough market analysis or technical details, calls for professional insight. Seeking research proposal writing help can be invaluable in these instances, ensuring that your business proposals are not only well-structured but also highly persuasive and tailored to meet specific client needs.

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:

• Create a compelling business proposal title
• Build a table of contents
• Craft the executive summary
• Write a detailed problem statement
• Propose your solutions
• Showcase your team’s expertise
• Create a realistic timeline
• Present your payment structure
• Specify the terms and conditions
• Receiving the decision

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

1. Create a compelling 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

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?”

2. Build a table of contents

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 like the CEO (Chief Executive Officer), COO (Chief Operating Officer), or fractional executives who work part-time. 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:

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. Ensuring your business plan format follows a clear structure can greatly enhance readability and comprehension for potential investors or partners.

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 .

3. Craft the executive summary

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:

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.

Crafting an executive summary and keeping it concise and compelling can be challenging. but you can use an AI summarizer online to generate an executive summary. Such tools are trained on relevant AI models that can extract core points from a given text. You can get such a point either in bullet form or in abstract summary form.

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.

4. Write a detailed problem statement

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. 

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… 

5. P ropose your solutions

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:

6. Showcase your team’s expertise

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.

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.

7. Create a realistic timeline

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.

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.

8. Present your payment and terms

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 adoption of invoice templates is beneficial for small businesses as it streamlines the invoicing process and maintains professionalism in financial dealings. Also, by utilizing small business invoice templates, you can efficiently manage invoicing tasks while upholding a polished and structured approach to financial transactions.

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:

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.

9. Specify the terms and conditions

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, incorporating these details into an online project management tool. 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.

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.

10. Receiving the decision

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 doing 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.

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 :

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:

App 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.

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:

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.

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: 

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

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.

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:

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:

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:

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…

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How to Write a Business Proposal [Examples + Template]

Published: June 10, 2024

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

A business proposal can bridge the gap between you and potential clients. Done correctly, 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?

How to write a business proposal, business proposal templates, business proposal examples, tips for writing a business proposal, business proposal ideas.

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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.

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Propose your business as the ideal solution using this free template.

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How to write a business proposal (The modern way)

Yauhen Zaremba Director of Demand Generation at PandaDoc

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Jenny Pak Director of Program Management at PandaDoc

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Nothing speaks to a customer’s direct needs like a well-written business proposal.

It’s the key to unlocking new opportunities, securing lucrative deals, and watching your ideas flourish.

But how do you make sure that your proposal is engaging to every potential client and business owner?

As it turns out, our customers might have some ideas.

More than 7 million documents were sent via PandaDoc in 2023, and the vast majority of those documents were proposals .

This article (originally released in 2021) has been updated with insights from our analysis into those documents.

Here’s a closer look at how to write a business proposal that actually works.

Key takeaways

• A business proposal outlines a product, service, or project that a company offers potential clients or partners to convince them the business can meet their needs.
• A well-crafted business proposal is essential and should include information about your company, demonstrated knowledge of the problem, and pricing and methodology.
• Modern business proposals are sent electronically. Platforms like PandaDoc have tools to help you create a collaborative environment for negotiation, feedback, and electronic signature.
• 65% of business proposals containing a signature block close within 24 hours. Don’t forget to follow up and ask your potential client if they have any questions.

→DOWNLOAD NOW: FREE BUSINESS PROPOSAL TEMPLATE

Our data: the breakdown

Like we mentioned at the top, the insights in this article are compiled from our analysis of nearly 7 million documents that were sent through the PandaDoc platform in 2023.

Here’s a quick list of the most popular proposal and document types that were sent through our systems last year:

• NDA Template .
• Social media marketing proposal .
• Digital marketing proposal .
• Software development proposal .
• Business proposal (generic).
• Marketing proposal (generic) .
• Grant proposal .
• Sponsorship proposal .

Similar proposals of various types were also sent in smaller numbers, along with a wide array of other sales documents.

Because PandaDoc is more than a proposal platform, the lion’s share of documents flowing through our platform are invoices, quotes templates, contracts, and similar business collateral.

Proposals represent a small but essential segment of business documentation.

Other insights

While we were analyzing proposals and business documents, a few other statistics stood out to us.

• The average creation time for proposals dropped significantly when using automation tools like templates and the content library.
• The addition of an e-signature block made no significant difference in proposal creation time.

Business proposals are essential sales collateral in the business world. You’ll need one if you’re selling complete and/or complicated solutions.

Business proposals: the basics

This section covers basic information about business proposals, including an in-depth look at what they are and why you might need them.

While the technical specifications required for a proposal vary between industries, the basics regarding how a proposal is intended to function are largely the same.

We’ll cover the parts of a business proposal in the next section so, if you’re already familiar with the basics, feel free to skip ahead.

What are business proposals & why are they important?

A business proposal is a document that outlines a specific product, service, or project that a company offers to potential clients or partners, with the aim of persuading them that the business can meet their needs.

As proposals often present the benefits, features, and terms of a certain idea , these documents are important in many industries for sales, marketing, project management, and other business endeavors.

Typically, a business deal follows after a proposal has been accepted.

However, not all proposals are the same.

Depending on the needs of the client and the industry that you occupy, the content included in the business proposal format may fluctuate.

For example, while a digital marketing proposal and a proposal for building construction may have some broad similarities (introduction, pricing section, FAQs, etc.), both documents will vary wildly in terms of composition and overall goals.

It’s fair to say that the proposal required for building construction is probably longer, takes more time to create, and is likely to include a broader variety of business proposal topics than that of a sales representative trying to close a marketing deal.

The basic format of a business proposal

At a high level, most business proposals follow a similar structure and/or include similar information.

Based on our research into proposals created on the PandaDoc platform, most business proposals following this standard format are around nine pages in length .

However, keep in mind that lengths will vary depending on your industry and scope of work.

Particularly in industries like construction or home repair, where physical components and labor play a role, proposals become more complicated due to the parts and expertise involved.

As several of our own account executives and sales team members were quick to point out, longer doesn’t always mean better.

“ Short and sweet has a high conversion rate , fewer pages and less fluff is better. Ideally, a proposal should be fewer than 10 pages for transactional proposals below $10,000, and never more than 50 pages.” Josh Gillespie, Upmarket Sales

Artyom Voronetskiy, Account Executive with PandaDoc, agrees:

“ Keep it short, on-point, and eye-catching . Do not write more than six to ten pages unless your product is extremely complicated.”

While you’ll need to include all relevant information that prospective clients will need in order to make a decision, take care to avoid overcrowding them with irrelevant details.

To get a closer look at how to get started and bring your business proposal ideas to life using these steps, check out the next major section of this article.

Types of business proposals

Aside from the subject matter of your proposal — which is usually determined by the type of product/service your business provides — proposals fall into a handful of categories centered around how and why the proposal was initially created.

This information is particularly important, because proposals that originate from a request for proposal (RFP) document may be required to follow specific requirements and guidelines set forth by the requesting organization.

Here’s a breakdown of the types of proposals commonly used today.

Solicited business proposals

Solicited business proposals are proposals that a company has asked you to provide for their consideration.

The potential customer has reached out to your business and requested a proposal. These proposals fall into one of two categories:

Formally solicited proposals are typically competitive and follow a standardized (formal) process.

The prospective client sends out an RFP detailing the scope of work and requests that your business formally submit a bid to complete that work.

Informally solicited proposals are typically created based on conversations between a prospective client and a vendor that they want to work with.

There might not be any formal documentation, and there may be no competitive process.

This work can often lead to a sole-source, non-competitive contract.

Unsolicited business proposals

Unsolicited business proposals are proposals that your company sends to a prospective client who hasn’t asked for one.

They are not submitted in response to an RFP or an information request.

Such proposals are typically created based on a market opportunity — often one that the client is either unaware of or hasn’t yet acted upon.

How to write a business proposal

Writing a business proposal is like building a house.

While certain elements are always necessary — like the foundation — some components vary based on location and the architect or homeowner’s preferences.

In the same way, the components of a business proposal can vary based on industry, company size, and many other factors.

Just like writing anything else, a well-written proposal begins by gathering information and assessing the problems that your potential client is trying to solve.

When writing a business proposal, the following items are what readers are looking to understand. Think of these as the roof, walls, and foundation of your document:

• Information about your company. Your background, your qualifications, and why you’re a better fit than the rest of your competitors.
• Demonstrated knowledge of the problem. Proof that you’ve listened and done your research. You know what the client needs and you have a viable solution.
• Pricing and methodology. How you plan to solve the client’s problem, information about your proposed solution, and how much it’s going to cost.

In this section, we’ll take you through how to write a business proposal using a modified version of social media proposal template as an example.

Social Media Marketing Proposal Template

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Reviewed by Yauhen Zaremba

If you’re not a social media company, don’t worry.

While the business proposal template we’re using is an example of a simple project proposal, the basic structure applies to nearly every business proposal — no matter how complex they might be.

You can download this business proposal example or other business proposal templates on our website.

Here are the main elements of a business proposal.

How to write an outline for a business proposal

A standard proposal outline typically includes most or all of the following elements:

• Title page.
• Cover letter.
• Table of contents.
• Executive summary.
• Proposal & solutions pages.
• Testimonials & social proof.
• Agreement & CTA.

However, this won’t always be the case. Shorter projects and abbreviated formats may not call for every single section.

When creating your business proposal, you should include everything you believe you need in order to sell your product or service to your prospective customer.

This usually includes the sections above, as well as any supplemental documentation to justify your costs and reinforce your proposed approach to solving the client’s problem.

If you’re sending your proposal electronically, you should also consider including an electronic signature block so that decision makers can quickly and easily seal the deal when they’re ready to proceed.

In addition to basic information about your product/service, you may want to include the following:

• Contact information.
• Value statements.
• Pricing tables.
• Client testimonials.
• Examples of past work (case studies).
• Images, graphics, and related multimedia.

To save time, gather this information before you start the proposal process.

Having this information on hand while building your proposal will make the process much easier.

Once you’ve got all the essential details and sales collateral you need, you’re ready to start creating your proposal document.

Many templates in the PandaDoc library feature fun, editable cover pages. We’re also integrated with Canva, if you want to take a hands-on approach to your layouts.

1. Create a cover page

This section of a business proposal includes basic information that your readers will need to understand the document and its content.

Consider including each of the following elements:

• Proposal title.
• Date of submission.
• Company information (company logo, company name, etc).
• Your name, title, and contact information.
• Client’s name, title, and contact information.

A cover page is the very first thing that your prospective client will see when they open your business proposal.

Give them all the details they need to identify the document at a glance, and take the time to make it look good.

Everyone knows how important that first impression can be.

Studies have shown that you have as little as 50 milliseconds to make a good first impression when designing visual content like websites.

The same holds true for the cover page of your business proposal.

This page is a place where you can freely place graphics and visual content to set the tone before the reader dives into the meat of your presentation.

Variables make it easy to modify proposal items that will change each time you send your content and allow you to reuse the same document by swapping the variable values.

PandaDoc supports variables by default, but you can also create them manually and replace the text using the find/replace tool in your word processor.

However, you won’t need to go overboard with complicated graphics and logos.

Users love simple and familiar designs , especially at a first glance.

Spending time on this page is also a great way to give your proposal a unique look and feel.

Based on what we’ve seen, some businesses skip cover pages entirely.

However, we don’t recommend it.

Take advantage of this missed opportunity from your competitors and use it to make your proposal stand out.

A simple cover letter is a great introduction to your proposal document. Using template tools and variables, each letter can be customized in moments.

2. Introduce yourself with a cover letter

You wouldn’t walk up to your potential client and dive into project specifics without taking the time to introduce yourself, would you?

A cover letter is that introduction. Consider including each of the following:

• A short blurb about your company.
• A quick summary of your proposal.
• A reason that your approach is best.
• A signoff with your contact information.

This section is essential because it helps anyone reading the document understand your relationship to their organization and how the proposal came about.

With your business proposal introduction, keep the tone light and friendly and encourage your reader to reach out with any questions.

Sign off by including your contact details so that the client can get in touch directly if they need to follow up or would like to move forward.

Cover letters don’t need to run to the point of exhaustion. They can be simple, short, and sweet.

This page can take on many forms, and you can use that flexibility to make your cover letter easier to parse.

This example rephrases the text in the image above by using bullets to make the formatting more legible:

Dear [Client.FirstName]

Thank you for considering [Sender.Company] for your social media marketing needs.

Enclosed, you’ll find a proposal based on our understanding of your social media expectations. Briefly, we propose:

An expanded social media strategy across currently unused platforms and channels.

A comprehensive distribution strategy designed to generate original and unique content.

Improved post automation for increased audience engagement during peak times.

Our methods and procedures are based on extensive analysis, an intense study of social media trends, and the application of specifics unique to [Client.Company].

We are confident in delivering effective results within your social media channels.

Thanks again for considering us, and please don’t hesitate to get in touch with questions.

My contact information is below.

Lastly, in our initial example, you’ll also notice that we’ve used an image to keep things fresh and interesting.

This is critical throughout your proposal. In our research, we found that a business proposal with media like photos and videos included is 34% more likely to close.

Including graphics and multimedia create visually appealing content that prompts engagement.

That’s huge!

As you’re making your proposal, don’t be afraid to add graphics and images to keep readers engaged.

A winning business proposal is more than just black text on a white page.

In a digital proposal, a clickable table of contents can make navigation easy. If you think the proposal will be printed, include page numbers for faster manual navigation.

3. Table of contents

A table of contents is an important, but often overlooked, part of any longer document because it helps the reader know what they can expect to find in the proposal.

Unless your business proposal is very brief, include a table of contents that outlines the basic structure of your document.

This element isn’t always necessary, but it can make a business proposal much easier to parse as your document is passed around to all appropriate parties.

How you want to approach this may vary, depending on the nature of the proposal and the client business.

Electronic documents

Electronic documents can benefit from a clickable table of contents .

Word processors typically generate these using the headings in your document .

Readers can click on them to jump to relevant sections without the need to navigate through multiple pages.

Physical documents

Physical documents will benefit from having page numbers associated with the table of contents since a business proposal PDF (hard copy) isn’t clickable.

Most word processors have an option to include page numbers in your table of contents , but make sure that you update the element when your document is complete in case the page numbers have changed.

Keep in mind that proposal documents may not be read chronologically.

Different decision makers will care about different things and will check your business proposal to see how it addresses their unique pain points.

Don’t lose a deal just because stakeholders couldn’t find what they were looking for!

The executive summary provides a high-level overview of your proposed solution and can be broken down with headings into multiple components.

4. Set the stage with an executive summary

The goal of an executive summary is to provide a holistic, high-level overview of your proposal, how it addresses the client’s problem, and its expected outcomes.

If you provided a few of these points in your cover letter, this is your opportunity to go into greater detail and summarize your overall strategy.

However, because this section needs to give a full overview, it’s difficult to write if you haven’t created the rest of your proposal.

For this reason, experienced proposal writers often write this section last.

Don’t get lost describing deliverable logistics or strategic plans.

Focus on the client’s needs and the outcomes they specifically wanted to address in their RFP.

Let your executive summary present a high-level overview and leave the other pages of the document to explain the details.

This will prevent your summary from getting overcrowded or bogged down with specifics best handled elsewhere.

Using the example in our social media proposal template , let’s pretend that our potential clients are primarily realtors in the greater Chicago area looking to reach new clients through social media marketing.

With that in mind, we could modify the executive summary in the existing template to something like this:

This proposal outlines a coordinated plan crafted with the intent of building [Client.Company]’s social media presence, primarily including Facebook, Instagram, YouTube, TikTok, and X (Twitter).

By engaging an audience through social media channels, our team will demonstrate the ability to generate awareness, widen your company’s potential reach within your target market, and contribute to driving more website traffic, which will ultimately result in top-line growth.

We help teams identify, target, and communicate with their ideal clients through each of the following:

1. Creating engaging social content.

2. Posting company-related updates.

3. Promotions and social campaigns.

4. Integrating social activity into marketing initiatives.

5. Sustained monitoring.

6. Analytics & reviews.

While our competitors work to serve multiple industries and target audiences, we specialize in the [Client.Industry] industry. Founder Mike Smith also has a background in both social media and [Client.Industry], giving him a unique perspective on the needs of the market.

Your own executive summary and the tone you use to address problems may shift depending on the duties you’re performing for your client, and what kind of industry they’re in.

For example, if you’re targeting a young travel startup run by new college graduates, you might use a more casual tone peppered with industry jargon and humor.

By contrast, a group of C-level executives might prefer a more formal summary styled with specific metrics and numbers.

Keep your audience in mind as you write this section and demonstrate that you understand what they’re trying to achieve.

Remember: The executive summary previews the rest of the document. If your summary fails to address reader concerns, your proposal may be discarded without a full review.

Make sure your approach is clear. Tables and other visual aids are useful when summarizing your solution.

5. Proposal and solutions pages

The proposal section is the heart of your entire document.

In this section, you’ll need to fully present the solution your company has devised for a potential client.

This section should do each of the following:

• Provide a comprehensive breakdown of the solution your company has devised to solve a client’s problem.
• Tell readers exactly what deliverables they can expect and when they should expect them.
• Answer obvious questions that reviewers may have about your approach and/or methodology.

While you can write this section out in full paragraphs, visual aids can be extremely helpful in conveying critical information in a digestible way.

A timetable that pairs deliverables with their expected date can make your document more visually appealing, and your information much easier to parse.

You might also break down your main objectives even further by describing how you plan to execute a given strategy.

In our executive summary example (above), we touched on six key goals. Let’s expand on those here.

1. Creating engaging social content

Beginning with quick and thorough planning/preparation, our team will plan out a dynamic, ongoing social content calendar to guide you to your goals.

We will grow an increasing social audience and follower base using each of the following techniques:

• Hashtag campaigns.
• Strong use of keywords.
• Sharing/retweeting relevant news.
• “Liking” posts.
• Staying updated within the industry.
• Contributing our own unique content to broaden reach.

2. Posting company-related updates

Our plan is to engage your social media audience by sharing company news, press releases, events, employee spotlights, and more.

We will also pay attention to industry trends and share them.

This will help to gain exposure to your target market.

3. Promotions and social campaigns

We will utilize social channels to connect with your follower base and engage them with promotions to get them excited about both current events and the brand itself.

These campaigns may be as short as a day or run up to six months.

We’ll analyze the results from each campaign, and then we will provide a report of its success.

Results of campaigns can be compared so the most effective promotions, offers, or contests can be replicated.

4. Integrating social media activity into other marketing plans

With clear communication and monthly brainstorm meetings, we’ll be able to consolidate the marketing initiatives to fit your goals and promotional material.

Campaigns via social media are more important than just sharing about giveaways, sales, contests, and/or promotions.

We will agree on a schedule for a series of posts to keep up the exciting momentum for all prospective customers.

5. Monitoring

For maximum growth, it’s important to regularly engage with users on social platforms.

We will continually monitor each social channel and will respond to any questions, comments, and posts within a two-hour time period (during business hours).

A small delay will allow us to confirm that the information we relay to customers is accurate.

6. Analytics

We will provide you with each of the following:

• Daily and weekly analytics. Follower growth, reach, demographics, comments, “likes”, shares, retweets, and additional metrics as provided by each platform and our own internal tracking data.
• Reporting. Summarizing various results and activities over each quarter.

We will also set up a monthly meeting to go over the results and then tweak our approach accordingly.

Your own content may look different than this depending on your business proposal writing skills and services, but you can still use the example as a framework. Add in more details as needed.

For example, a cybersecurity company would need to include information on penetration testing and how often it would be done to look for possible intrusions and hacks.

Breaking up this section

While writing business proposal content, keep in mind that this section is both the most important and the most flexible section of all.

Your entire proposal doesn’t need to be bundled into a single, long section. It can easily be broken down into smaller sections such as:

• Strategic Assessment.
• Implementation.
• Goals & Outlook.

There are other combinations you can try, depending on your business proposal and how your solution should be explained.

If you’re offering a complex solution to a client problem, breaking your proposal into bite-sized chunks is a great way to ensure that readers understand your solution.

The importance of good data

Leveraging good data is critical when creating an effective business proposal.

Use details surrounding impact and ROI around your products and services to prove your worth and add value to your proposal.

Consider these two phrases:

• “Our customers love us!”
• “To date, our products and methodologies have helped more than 700 companies increase their sales by 35%!”

Which sounds better? Which is more compelling?

Numbers and figures catch the eye and help readers build trust.

By demonstrating a proven record of success, with numbers and data, you’re adding tangible details that help to justify your costs.

This is especially useful when competing with other solicited proposals, especially if you can include these data points as visual representations (charts, graphs, etc.) of your success within your proposal document.

Providing totals as an itemized list or a package option are effective approaches to pricing.

The pricing section explains how much it will cost the client for you to solve their problem.

In this section, you’ll need to do each of the following:

• Break down your proposed solution by cost.
• Indicate any product quantities as line items.
• Give package options (if applicable).

Regardless of your pricing structure, clarity and specifics are critical in this section.

To eliminate confusion, consider creating a pricing table that clearly identifies each product or service, and pair it with the most accurate pricing information you can provide.

With a dedicated table, all you’ll need to do is set the price for the item and the quantity of distribution.

If you were sending an hourly contract, the quantity is the estimated number of hours invested at a predetermined rate.

For recurring payment schedules, you’ll need to structure the document in a way that accurately reflects your monthly workflow.

Transparency is critical in this section.

Potential customers need to know how you’re charging them, what they’re being charged for, and what to expect in return.

Be sure to include these details in a clear and accurate way.

A biographical section can speak to years of experience, awards and accolades, and more.

7. About us

While you already said hello with the cover letter, this section is where you get to explain what makes your company unique.

If you’re a small business or a new company, get personal and give your potential client a chance to get to know you and your team members.

Consider including the following items:

• A brief summary of your business and its operations.
• Bios and photos of the individuals they’ll be working with.
• Relevant qualifications, certifications, or experience.

If your company has a unique backstory, a mission, or a cause that your company stands for, share that with readers. For example:

Too often in social media, good things come at a price. At Jump, paying for followers or favorable reviews of products is tantamount to criminal activity.

Authenticity is important in today’s online world, and Jump Social Media Marketing makes this our No. 1 priority in your social media space.

The information on this page doesn’t have to be a stodgy company boilerplate or a cleverly designed sales pitch.

Don’t be afraid to let your team’s personality shine through.

Glowing reviews and positive feedback can help prospective clients better understand how your organization delivers on your initiatives.

8. Testimonials and social proof

No sales proposal is complete without information about your past successes, awards, and jobs well done.

In a business proposal, this comes in the form of a social proof section, which might include:

• Past client testimonials.
• Case studies.
• Reviews and/or ratings.
• Industry awards.

Regardless of what you choose to include, don’t skip this section. Social proof matters!

According to data, over half of customers are more likely to trust earned media, like recommendations from friends and family, above all other forms of advertising.

By including recommendations from satisfied customers and industry awards that prove your expertise, you can earn additional trust from prospective clients.

Here’s a good example of how Jump Social Media Marketing might leverage the accolades they’ve received:

Jump Social Media Marketing has received major public recognition for our work.

We’ve been named as Chicago’s Best Social Media Agency for Small Businesses by the Chicago Tribune for the past three years and have been recognized as a recommended partner by the National Association of Realtors.

We also grew the Chicago Real Estate Solutions Facebook page from 0 to 5,000 in six months , secured 250 new leads in that time frame, with 25% converting to sales .

You can also provide testimonials from past clients who can speak to your approach and how it worked for them.

However, keep your industry in mind when compiling testimonials and do your best to find user feedback that fits the mood.

If your industry has serious clients, a humorous approach may not be appropriate.

If you’re working with a manufacturing company focused on B2B industries, the messaging and tone they take with their own clients — and what they expect from the businesses they work with — may follow different expectations.

Be sure to plan accordingly.

With onboard e-signing in your document, the call to action is often the signoff itself. If you choose not to include an e-signature, provide your contact information and instructions on next steps.

9. Agreement and CTA

Depending on your business proposal, you may include an agreement, a call to action, and terms and conditions at the end of your document.

Your signature below indicates acceptance of this social media marketing proposal and entrance into a contractual agreement with Jump Social Media Marketing beginning on the signature date below.

Depending on your goals and your sales process, you need to be very careful in this section.

In many jurisdictions, proposals are considered legally binding agreements if they meet the criteria for a contract.

By adding legal language and/or an electronic signature request at the bottom of your document, you might be entering into a contract earlier than expected.

This may not be ideal if your proposal is only intended to provide a rough estimate of costs or bring the client into further negotiations.

If you don’t intend to create a legally binding contract from your proposal, be sure to note that in your document and prompt the reader to contact you when they’re ready to move forward.

On the other hand, well-built proposals can double as complete contracts with all the terms and conditions necessary to start work immediately.

If you’re confident in the scope of work and you’re ready to move forward, let the client know by prompting them for a signature and using a payment gateway to capture their first payment or deposit.

How should a business proposal look?

First things first: We’re well past the turn of the century.

Nobody likes getting thick envelopes in the mail.

Modern business proposals are sent electronically, and this is more convenient for both you and your potential customers.

While it’s possible to email a proposal created with a word processor like Microsoft Word, platforms like PandaDoc are a better fit.

Our tools help you create a collaborative environment for negotiation, feedback, and electronic signature .

Regardless of how you choose to send a business proposal, be sure to pay close attention to the look and feel of your document.

Especially because your proposal may be your first impression with several key stakeholders, it’s essential that you follow expected formats and make a good impression.

Having the right design and layout tools can transform your proposal from a black-on-white Word document to a standout document that readers want to engage with.

If you search for business proposal examples online or take a look at our template library , you’ll find that most proposals rely on the structure described above to emphasize their value propositions.

Taking care to create a visually appealing business proposal will help you communicate your ideas more easily.

It’s also something that your competitors are doing and something that many clients are beginning to expect.

In our research, we found that roughly 80% of proposals included an image and 20% included a video.

We also saw higher close rates when these multimedia tools were used compared to when they weren’t.

Exactly how a business proposal is designed still has some flexibility, depending on your brand and what you’re trying to achieve, but keep in mind that it can have a big impact on success.

Business proposals with pages of blocky text are much harder to navigate than proposals with charts, graphs, images, and bullet points.

Rather than writing a 1000-word About Us section, consider including team member headshots and a brief bio.

Rather than adding highly technical language about operational processes and leaving stakeholders to figure it out, provide visual aids that summarize the information in a clear and easy fashion.

Generating personalized content quickly improves relevance and helps your team clearly define a scope of work. Onboard formatting and AI tools inside the PandaDoc platform can help.

Clearly defining your milestones isn’t the only reason to pay careful attention to how your business proposal is written.

While there can be legal ramifications to poorly written proposal content, perhaps the most important consideration is the impression that your proposal leaves behind.

Your proposal introduces your client to the quality of work they can expect from your business.

If it’s full of typos, spelling, and grammatical errors, or just seems sloppy, you’re unlikely to close the deal.

Read and re-read. Be sure to proofread every passage for errors before you send it to prospective clients or save it as a template.

You can also offset some of this tedium, especially on smaller deals, by focusing on creating a concise offering rather than a long-winded document.

A word about costs

When you’re creating proposals, it’s easy for costs to add up.

Costs for customized professional business proposals can take hours of research, consultation, and preparation — all with no guarantee of success.

That’s why savvy companies do everything they can to lower the cost of proposal preparation.

Typically this is done by generating a template for business proposals — an outline or skeleton that someone can fill out quickly to save time and expedite internal company processes.

It’s an effective way to keep overhead low.

Based on our research, an average of 20 documents are generated from each template you create.

That’s a huge time saver for any business.

If these aren’t assets that you have on your staff, consider hiring that skillset onto your team or hiring a freelancer to assist with proofreading and correction.

While many clients will overlook a stray typo or a misplaced comma, too many errors will land your proposal in the discard pile.

After you hit ‘Send’ on your business proposal

Once you’ve sent your proposal, your next step will depend on the process.

Based on our information, about 65% of business proposals containing a signature block close within 24 hours.

Even for proposals that take a little longer to close, having an e-signature block and collaboration options inside an interactive document means that review, redlining, and signoff happen in one place.

However, your mileage may vary. RFPs tend to be competitive processes, so you may have to wait until the submission window closes before you hear a response.

Don’t forget to follow up and ask your potential client if they have any questions.

Based on the business proposals we looked at, you are 30% more likely to close a deal if you send a series of reminders to keep your proposal top of mind.

Roughly one out of every three proposals you send will close faster if you send reminders. It’s a big deal.

PandaDoc and other proposal software tools can help you monitor your proposal using document analytics so that you know exactly when to reach out.

These tools let you know when your potential client viewed your proposal, how many times they opened it, and which sections they spent the most time on.

With these insights, you can anticipate their questions or objections and have your responses ready to go.

A great proposal is a blend of text and modern design. Personalization is as much about how your document looks as about what it says.

5 ideas to make your business proposal stand out

Just because you may have a perfect business proposal all ready to go, it doesn’t mean it will stand out from the crowd.

Many startups fail due to larger competitors, so a unique proposal idea can make your readers sit up and take notice.

Pizazz isn’t what matters here, rather any idea that adds value to your proposal and communicates quality.

Here are a few ideas to put the spotlight on your business proposal.

Personalize your proposal for each client

Ensure that your business proposal meets the exact challenges and interests of each recipient, as this will show you understand their specific needs.

Send a digital proposal

While you may need to send a business proposal as a PDF, include a link to a digital copy of the proposal where potential clients can review content, ask questions, and collaborate with your team.

A tool like this will give your recipient access to additional resources and make your proposal interactive.

Add a video introduction

As part of the personalization process, create a memorable experience by recording a brief video introduction.

Small touches like this can help your proposal stand out by demonstrating that you’re willing to do a little more to grab their attention.

Provide effective visual aids

Charts, graphs, and other visual aids are game-changers when it comes to creating effective documents.

Whether you need to present a specific data set or pricing breakdown, take the time to use visuals when the opportunity presents itself.

Readers will thank you for it.

Hide a few Easter eggs

A hidden message, cute animation, or a secret section are all little surprises that add a touch of fun and intrigue to your business proposal.

Easter eggs can encourage exploration and will encourage your readers to spend more time on your proposal.

It won’t be one they’ll forget in a hurry!

Jumpstart your proposal creation process with one of 1000+ documents in the PandaDoc template library.

Start with a free business proposal template

Need to know how to write a business proposal but don’t know where to begin? PandaDoc can help with some great templates.

In the data we reviewed, proposals created using our business proposal templates regularly generated high-performing results for customers with minimal editing time.

Take a look at some of the metrics around the top professional business proposal templates currently in our template library .

With PandaDoc, it’s possible to modify our existing templates and then save them as new, private templates in your content library for faster reuse.

In doing so, you can slim the entire business proposal design process down from hours to minutes or spend more time refining your proposal for maximum appeal.

To see the true power of the PandaDoc editor, be sure to check out our community gallery for expertly designed templates from real PandaDoc customers.

If you’re a PandaDoc user, you can even grab these business proposals and load them directly into your PandaDoc editor with a single click.

It’s just that easy.

PandaDoc can dramatically increase your proposal output, allowing you to send custom proposals to more customers in less time.

Use specialized tools to streamline your workflow

Ultimately, your proposal should be focused on your client’s problems and how your business plans to fix them.

But that doesn’t mean you have to do it alone.

Personalizing documents and tailoring them to a client’s needs is a time-consuming process.

For most businesses, striking a balance between personalization and efficiency is essential.

PandaDoc can help.

Our document creation process streamlines your end-to-end document workflow so that you can generate beautiful, customized documents in less time.

Send better proposals. Close deals faster.

It’s possible with PandaDoc.

Sign up for a demo to see it for yourself, or jump into the driver’s seat with a free 14-day trial and change the way you handle proposals forever.

PandDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

Originally was published in October 2016 and has been updated for comprehensiveness in April 2024

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How To Write a Business Proposal: Simple Proposal Template

Want to write a formal business proposal? Get a step-by-step guide, with free business proposal examples and templates.

A business proposal is key to closing more lucrative deals and winning clients. But few people know how to write a business proposal when they start a business . Business proposals can also be time-consuming to write, because it requires a level of customization.

Ahead, you’ll get a step-by-step tutorial on how to write a business proposal for your brand, with tips and examples along the way. Use the following guide, and template to create an effective business proposal.

What is a business proposal?

A business proposal is a document sent to prospective partners, clients, or investors in the hopes of working with them on a specific project⁠, in partnership or through investment.

At the most basic level, a business proposal should address the needs of prospective partners and show them why your company is the best to fill those needs. For companies focused on business-to-business (B2B) services, and those seeking investment, knowing how to write an effective business proposal is crucial for growth.

Types of business proposals

There are different types of business proposals, depending on the service and the nature of the project, but they typically fall into three distinct categories:

Formally solicited proposals

Formally solicited business proposals are used when a client you’re hoping to work with asks for a proposal, usually through a publicly posted request for proposal. In response to this request, your business writes a proposed solution based on the specific needs and requirements of the potential client.

Informally solicited business proposals

Informally solicited business proposals are typically written following conversations between a prospective client and a vendor. Usually in this case, the customer is not asking for competing proposals, and there tends to be few formal requirements.

Unsolicited business proposals

These proposals usually are more generic in nature and serve more as marketing materials. Unsolicited proposals are common at trade shows or other public venues where a business is shopping around for prospective clients, partners, or investors. While they can generate business in the proper context, unsolicited business proposals can sometimes be seen as spammy or, worse, unprofessional.

Business proposal example

It’s hard to know what a business proposal should look like if you haven’t made one before. Take a look at this example from hypothetical landscaping company Bee’s Knees, created using Shopify’s free business proposal template:

This title page is simple and to the point, emphasizing the client’s name and the project. The cover letter briefly introduces the proposal. It is written by an individual and provides a call to action without being overly salesy or overwhelming the reader with the details of the proposal.

If your proposed solution is detailed, it’s a good idea to add an executive summary. The Bee’s Knees executive summary provides a brief overview of the client’s problem and the solution. The following pages contain more detail, including a proposed project timeline. Bullet points and tables are a nice way to break up this text-heavy section.

Bee’s Knees offers three different packages and provides a brief description of each. This is helpful in the early stages of a proposal because it gives your clients flexibility. Should Bee’s Knees’ client decide to move forward, they would likely be presented with a more detailed (and legally binding) description of the costs for each service but this is an effective overview.

The About Us page explains Bee’s Knees qualifications for this project (20 years combined experience) and includes the business’s mission, values, and origin story. Consider adding founder quotes in this section, as Bee’s Knees does.

This is an example of an earlier-stage business proposal that is not legally binding. A legally binding proposal would include more detailed terms and space for the client to sign. If your proposal is not legally binding, let your client know that prices are subject to change.

Easy-to-use business proposal template

Our free business proposal template is easy to customize and provides writing prompts for each section. It’s a great option if you want a template that looks professional and provides guidance throughout the proposal-writing process.

How to write a business proposal

• Create your title page
• Write a cover letter
• Write an executive summary
• Outline your customer’s problem and your company’s solution
• Create a pricing table
• Share your brand story
• Summarize your qualifications
• Lay out the terms of the agreement

Business proposals can vary in how they’re formatted, but there are a few elements they all should contain. You can always use a free business proposal template to stay on track.

1. Create your title page

The title page acts as your proposal’s “cover,” so its aesthetics are especially important. Your title page should convey basic information about your business and the proposal. This includes the title of the proposal, your business’s name and contact information, and the date you’re submitting the proposal.

Your title page should be professional, grab the reader’s attention, and draw them in. It sets the tone of your proposal, so, like any advertisement, it should convey your brand’s style and character. It’s usually a good idea to include your company logo, too.

Avoid complicated graphics that may distract from the central message of the proposal. The cover of your business proposal is the first thing your client will see, so it’s important to convey your brand in a way that’s succinct.

2. Write a cover letter

Your cover letter serves as an introduction to you and your business. Your cover letter should be no more than one page. In a few paragraphs, briefly describe your company’s background, mission statement , and unique selling proposition .

Your cover letter should be friendly and polite⁠. Include your contact information and encourage your readers to reach out to you with any questions.

Unlike a résumé cover letter, visual graphics are encouraged, especially if they illustrate an important aspect of your brand’s accomplishments or mission.

3. Write an executive summary

The executive summary may be the most important part of your proposal. It provides details about why you’re sending the proposal and why you’re the client’s best option for solving their problem or filling their needs.

Your executive summary acts similarly to a value proposition that shows the ways your company is unique and how your prospective client, partner, or investor will benefit from working with you.

Executive summaries summarize, but they still should be specific. Identify the client’s exact issues, explain what your company does, and outline your proposed solutions to the client’s problems. There’s no need to cover logistics or strategies here—that will be covered later in the proposal.

Your executive summary should be finely tuned to the client’s needs. Even if you’re passing the proposal document on to many potential clients, it should read as though it was written for one client specifically. If different potential customers have different problems, you’ll want to make adjustments to your summary for each of them.

Your summary should give the reader a clear idea of how your company can help them, and invite them to continue reading for more details. The summary should be specific enough to act as a standalone document but brief enough that it will inspire additional questions.

Your executive summary should be two to four pages. Remember that the details will come later.

4. Outline your customer’s problem and your company’s solution

Many writers of business proposals think of their proposal pages in terms of problems and solutions. With each proposal, start by outlining the potential issues the client might face. In doing this, you show your potential clients that you have a deep understanding of their needs.

Problem and solution pages require a lot of research. You want to show potential clients you’ve done your homework: You understand their needs and know exactly what they want to do.

How you choose to break down the client’s problems and solutions is up to you. Some proposal document writers will list a number of problem statements alongside detailed deliverables. Other proposals might focus on one or two larger problems and provide a list of solutions to them.

Timetables are also important here. Potential clients will want to know how quickly you’ll be able to enact your solution and when they can expect to see results. Timetables answer these questions and are a handy visual tool to break up text.

It’s a good idea to break up your proposal content into sections that identify each problem and propose a solution. Here are some key points to address for each section:

• The problem. Use data to back up your claims, and be specific about where your client may be falling short of their goals.
• Implementation. Explain in detail what changes you plan on making, how long it will take to make these changes, and the purpose of making these changes.
• Goals. Explain how you will evaluate the success of your solution and when your client can expect to see results from the changes you’ve implemented.
• Benefits. Draw upon the assessment of the problem and explain the nature of the impact these changes will make.

Your proposal pages should cover all of the details of the plans you will implement. It’s best to break down the text into bite-sized chunks so it’s easier to read. Decorative graphics should be avoided here, but visual tools like charts and graphs are great for illustrating your points.

5. Create a pricing table

A pricing table should follow your problem and solution pages. It includes all of your products and services, paired with their pricing information.

How you structure your pricing strategy is largely dependent on the type of service or product you’re offering. But it’s usually a good idea to provide prospective clients with options. A single flat fee makes your proposal a yes-or-no question, which is easy to reject.

Adding pricing options provides clients with a more negotiable starting point, opening up the conversation about their particular needs, rather than acting as an end point.

Transparency is crucial in this section. Make sure it’s easy for your clients to understand what they’re paying for and what options they have for customizing your service. Nobody likes hidden fees or fine-print stipulations. Include all the details of your pricing options in a way that’s clear and concise.

Depending on your field, you may not want to include granular pricing details upfront before serious discussions have been had, but it’s important to get into the habit of effectively communicating your pricing regardless.

6. Share your brand story

Potential clients don’t just want to know your strategy—they want to know who you are. Craft a compelling narrative that will help readers form a connection to your business. Some elements from brand storytelling you may want to include are:

• Setting. Set the scene: Introduce the story’s protagonist(s), yourself, and your cofounders, and describe how you came together to form your business.
• Conflict. What problem inspired you to start your business? Describe the issue your business identified and set out to solve.
• Plot. How did you and your team set out to find the solution to your problem? What challenges did you face and how did you overcome them?
• Resolution. What was your solution? How has it changed your industry? What milestones have you hit and how did your business set out to solve the problem?
• Characters. Introduce your team. Offer brief bios of your team members and introduce your potential partners to the people they’ll be working with on your project.
• Denouement. What comes next? Describe what you see in your company’s future. Talk about how you intend to continue pursuing your goals. Make sure to set yourself up for a good sequel.

7. Summarize your qualifications

In your cover letter, you touched on what makes your company uniquely qualified to solve your customers’ problems. In the qualifications summary, you’ll go into detail about why your business is best qualified to help potential customers achieve their goals.

The best qualifications summaries rely on social proof to make their case. Include case studies of previous clients, customer testimonials , praise on social media, endorsements from trusted experts in your field, and anything else that might showcase the value you provide your clients.

8. Lay out the terms of the agreement.

At the end of your marketing proposal, outline the terms and conditions of your proposal for the client. Some proposals can be legally binding, so work with a legal expert to craft this section.

Not all business proposals include a contract, so if your proposal is meant to draw your client into further negotiations, you might just include a simple call to action that provides instructions on following up with you for further discussion.

If you do include a legally binding contract, make sure to provide clients with a space for signing the agreement, or indicating their preferred method of moving forward.

How to follow up on your business proposal

Give the prospective client time, grab their attention with a good subject line, avoid high-pressure, salesy language, be friendly, approachable, and authentic, know when to quit.

Waiting to hear back from clients during the sales process can be a little nerve-wracking, but it’s important to remain patient. Give potential decision-makers some time⁠—remember that they still need to tend to the day-to-day functions of their business.

If you haven’t heard back and want to give them a little nudge, here are some tips for following up on your proposal:

Wait at least a week before sending a follow-up. If the client has confirmed receipt of your proposal, give them a week from the date of confirmation. Keep in mind that they may want to discuss your proposal with their team before reaching back out to you.

As with other types of email marketing , a compelling subject line will increase the likelihood that prospective clients will open your email.

No need to go into finer details here⁠—let your proposal do the talking. Use your follow-up to emphasize that you’re available for any questions, and make it easy for them to reach back out to you.

Your goal here is securing a partner, not a customer. Hacky advertising cliches like “Don’t miss out on this exciting opportunity!” may come off as alienating to potential clients.

Your follow-up is an opportunity to preview what it will be like working with you. Be polite, but friendly—as though you’re reaching out to your favorite work colleague.

It’s easy to overlook one or two emails, but much harder to overlook three or four. If your client hasn’t responded to three follow-ups, it’s time to move on.

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How to write a business proposal FAQ

How long should a business proposal be.

A business proposal, ideally, should be fewer than 10 pages, but its length is dependent largely on the type of proposal you’re writing and how far your services stretch. Things like your cover letter, summary, and pricing page should be kept short⁠—no more than two pages for each. The majority of your proposal should be your proposal pages, which go into detail about each aspect of your proposal.

What are the different parts of a business proposal?

A basic business proposal consists of a title page, tables of contents, cover letter, executive summary, proposal pages, pricing page, additional info about your business, and the agreement you’re proposing.

What is the basic format for a proposal?

A basic business proposal includes all of the elements listed above. Different industries may include unique features (for example, an app developer may include interactive elements to illustrate how their product works), but these aspects are considered standard features to business proposals.

How do you write a business proposal?

Start by choosing from among the many free business proposal templates, and consider what makes your business different from the competition. Why are you in the best position to assist potential clients with their needs? Be specific about what you can help your potential clients with, and make it easy for them to find out how to get in contact with you if they have questions.

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How to Write a Business Proposal

Briana Morgaine

8 min. read

Updated March 18, 2024

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.

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.

Bri Morgaine is a seasoned content marketing leader with a decade of experience in copy editing, social media operations, and content strategy— having honed her skills at industry giants like Palo Alto Software and Andreessen Horowitz.

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Your business may be great but how do you convey that to the clients? A business proposal is what you need! It is an instrument that can guide you to new partnerships, secure funding, and expand your company’s horizons. Whether you’re pitching services to a potential client or seeking financial backing from an investor, understanding how to make a compelling business proposal is quintessential. 

This article will take you through the essentials of what a business proposal is, and its different types. It also has a step-by-step guide on how to create a business proposal, complete with practical tips, examples, and templates!

Ensure your business proposal is polished and professional! Get started

Let’s begin with an easy business proposal definition:

What is a business proposal?

A business proposal is a formal document that is created to communicate a specific offer or intention to a potential client to secure their business. In simpler words, it is a document designed to offer specific goods or services to a potential client or buyer. 

A proposal in business is different from what a business plan is. While a business plan is all about how you run your company, a business proposal is more about convincing others to work with you. It outlines what you can offer, how you plan to deliver your services or products, and why you are the best choice.

Types of business proposals

Business proposals can generally be classified into three types:

Solicited business proposals

These are written when a potential client asks for specific information about your services. The clients are already interested in what you offer and want more details.

Unsolicited business proposals

These proposals are sent out on your own initiative. They’re like a marketing brochure and need to be persuasive to catch the interest of potential clients who might not be actively searching for your services.

Informal and formal proposals

Informal proposals are less structured while formal proposals are structured, outlined, and formal. Informal proposals may look more like a letter. Formal proposals follow a clear outline and are usually more detailed often involving contracts.

Let’s move on to the most interesting part: how to write a business proposal.

How to write a business proposal

Follow this step-by-step guide with practical tips to understand how to write an effective proposal for your business. 

Step 1: Understand what the client needs

Clearly understand what the client needs to solve or achieve. 

1. Review the Request for Proposal (RFP) if provided, to understand the specific requirements and criteria.

2. Conduct research to gather information about the client’s business, industry trends, competitors, and previous solutions they’ve tried.

3. Communicate directly with the client to clarify any uncertainties about their needs and expectations.

Tip: Make a checklist of what the client wants so you can refer to it as you write your proposal.

Step 2: Create a Title Page

Design a title page that is both informative and visually appealing. Create the title page according to the business proposal format.

1. Include the proposal title , which should be clear and concise, directly addressing the proposal’s purpose.

2. Add the name of the recipient or the company the proposal is addressed.

3. List your company’s name and contact information , including address, phone number, email, and website. 

4. Date the proposal to keep track of when the offer was submitted.

5. Incorporate a logo and design elements that reflect your company’s brand.

Tip: Keep the design simple and professional. Avoid cluttering the title page with too much information or overly flamboyant designs.

Step 3: Define what your services will cover

Explain in detail what exactly will your services provide.

1. Start with an executive summary , outlining the key points of the proposal. Include the benefits of how your services will help the client.

2. Write the problem statement , and mention what needs of the client require to be catered to.

3. Specify the solution and deliverables including what services/products will be delivered, and the end results that the client can expect.

4. Set clear boundaries to avoid misunderstandings about your scope, which can lead to unmet expectations and disputes.

Tip: Use bullet points to ensure clarity and that all the deliverables are understood distinctly.

Step 4: Detail your company’s qualifications and experience

Convince the client that your company is the best choice for the project by showcasing your expertise and successful track record.

1. Introduce your company and highlight the achievements to showcase how you are the right choice for the job.

2. Showcase your team’s expertise by briefly introducing key team members who will be involved in the project. Include their roles, experience, and any specific skills or certifications that are relevant to the proposed work.

3. Include testimonials or case studies from similar projects to build credibility.

Tip: Incorporate visuals such as graphs or charts to demonstrate past successes or testimonials in a more engaging way.

Step 5: Make a timeline for the project

Establish a realistic timeline for project completion.

1. Break down the project into smaller phases or milestones.

2. Assign estimated durations to each phase and mark down important dates.

3. Consider potential obstacles that might come up and have a plan for dealing with them.

Tip: Use a Gantt chart to visually represent the timeline, phases, and dependencies.

Step 6: Pricing and budget

Provide the client with a detailed and transparent cost breakdown.

1. List all costs associated with the project, including direct costs, labor, and materials.

2. Offer pricing options if applicable (e.g., tiered pricing for different levels of service).

3. Explain your terms of payment such as due dates for payments, acceptable payment methods, and any payment plans.

4. Add an appendix if necessary for any supporting documents or detailed technical specifications.

Tip: Follow a proper financial statement format to ensure better understanding and record-keeping.

Step 7: Review and edit

Ensure the proposal is polished and free of errors. Also, check and ensure that the business proposal outline has been properly followed throughout.

1. Proofread for punctuation , spelling, and grammar mistakes .

2. Review for clarity and flow , ensuring that the document logically progresses from one section to the next.

3. Get feedback from a colleague or mentor who can provide a fresh perspective.

Tip: Consider using professional proofreading and editing services to refine the proposal further. You can also use proofreading tools such as grammar checkers and content editors if you want to do it yourself.

Step 8: Follow up with the client

Stay in contact with the client even after you send the proposal.

1. Confirm receipt of the proposal with the client.

2. Offer to discuss any questions they might have after reviewing the document.

3. Be proactive about contacting the client to provide additional information and remind them why your proposal is the best choice.

Tip: Set a reminder to follow up if you haven’t heard back within a timeframe that respects the client’s decision-making process.

Now let’s look at some examples of business proposals for a better understanding of the business proposal format and outline.

Business proposal examples

Example 1: marketing services proposal, example 2: software development proposal, business proposal template.

You can use the given free business proposal template as a starting point for your business proposal. Incorporating the steps mentioned in the guide, you can create a winning proposal for yourself!

Creating a business proposal doesn’t have to feel overwhelming. By knowing what your client wants and organizing your ideas well, you can write a proposal that not only shows the value of your solution but also lays the groundwork for a successful partnership.

To ensure your business proposal is polished and professional, consider leveraging expert editing and proofreading services offered by PaperTrue. Our team of professionals can help refine your document, ensuring clarity and impact to make the best possible impression on your prospective clients!

Keep reading for more useful resources:

• How to Write a Cover Letter: 7 Tips from Business Editors
• Mastering Professional Email Writing: Steps, Tips & Examples
• Exploring Writing Styles: Meaning, Types, and Examples
• Top 10 English Correctors to Perfect Your Text in 2024
• 10 Best AI Writer Tools Every Writer Should Know About

Frequently Asked Questions

What should be included in a business proposal, how long should a business proposal be, how can i make my business proposal stand out.

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20 Best Business Proposal Examples & Templates to Use

Written by: Raja Mandal

The perfect business proposal requires concise content, compelling benefits and a unique business appeal.

But if you're new to writing them, you're probably boggled with questions like:

• How do you design it?
• What should you include?
• And how do you make your proposal compelling enough to seal the deal?

The process can feel like a confusing maze with no clear direction.

To help you navigate it successfully, we have compiled a list of 20 business proposal examples and templates to inspire you and act as a starting point to write your business proposal.

Table of Contents

20 business proposal examples.

• What Is a Business Proposal?
• What Are the Types of Business Proposals?
• How Do I Write a Business Proposal?
• What Is the Best Business Proposal?
• What Not to Do in a Business Proposal?
• How Long Should a Business Proposal Be?
• Creating an effective business proposal requires time, effort, and necessary design and documentation skills. However, with Visme's 20 business proposal examples and templates, anyone can create one in minutes.
• Visme provides business proposal templates for various industries, including web development, construction, copywriting, and graphic design.
• Choose a template and customize it using Visme's suite of design tools, including brand wizard, collaboration tools, AI writer, AI image editing tools and more.
• Sign up for Visme to create a winning business proposal for your next project or client within just a few clicks.

Here are 20 examples of business proposals that can guide you in creating a successful proposal for your own business. These examples cover various industries and business sizes, from graphic design to supply chain management.

Each template is fully customizable, so you can choose any template that suits your business type and size and modify it to meet your needs.

1. Website Design Business Proposal Example

This website design business proposal example template becomes an instant visual delight with a distinctively refreshing blue color palette, plenty of whitespace and high-quality images. The inclusions of maps and radial gauges facilitate effective data visualization.

Utilize a comprehensive company overview, work samples, trustworthy testimonials, an understandable project overview and a transparent budget breakdown. Perfect for web designers and businesses that value comprehensive understanding in a visually pleasing format.

Enhance your efficiency with Visme's AI document generator . This advanced tool can help you generate documents in no time. All you have to do is create a first draft using a prompt, choose a style from the options and customize it further to match your needs.

Save your time and effort using Visme’s document generator and spend more time growing your business.

2. Modern Business Proposal Example

Check out this sample business proposal template, featuring a sleek design that's both modern and user-friendly. The cover and pricing pages highlight important information with a dark green overlay on a background image.

The template includes data widgets and a detailed list format to present your business services best. The pricing page features a three-tier pricing structure with corresponding services, making it easy to compare options.

3. Mobile Video Game Development Business Proposal Example

Are you looking to showcase your expertise in the industry while making a solid visual impact?

Explore this vibrant business proposal example template, featuring a unique purple and orange color combination that gives your proposal an extra edge. Enhance your presentation with engaging 3D illustrations and vector icons to keep your audience hooked.

Also, the template includes a "Why Choose Us?" page, a detailed 'Plan of Action' page that helps outline your mission and strategies, while the 'Investments' page offers a clear view of how you plan to allocate funds.

Customize the 3D illustrations and vector icons using Visme’s drag-and-drop editor. Choose from thousands of vector graphics , high-quality stock images , 3D animated illustrations and more to match your proposal’s content.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

4. Creative Business Proposal Example

Elevate your brand’s image with the visually stimulating creative business proposal example template. This template employs a harmonious blend of blue shades and orange accents, creating a fresh and professional aesthetic.

The design is enhanced using shapes, circles and arrows, contributing to its creative appeal. Placeholder images and data widgets are included, ensuring your information is clearly displayed and easily digestible.

Use this template to add creativity and clarity to your proposal and create a great first impression for your clients.

5. Construction Business Proposal Example

Use this construction business proposal example template to make your proposals aesthetically pleasing and strong, just like your architecture.

This sample business proposal stands out due to the strategic use of images as a prominent design element – be it on the front page, as a background on various pages or interspersed among the text.

The effective combination of yellow and blue colors makes the proposal visually appealing and easy to navigate. The thoughtfully organized sections include "Successful Projects," "Project Overview," "Budget and Pricing," and "Project Delivery."

If you're working with your team on a proposal, you can simplify the process using Visme Workflows . This tool allows you to manage roles, track progress, set deadlines and handle corrections all in one place.

Doing so can ensure a smooth workflow between team members and save time from the briefing stage to the final design.

6. Copywriting Business Proposal Example

Craft compelling narratives with this copywriting business proposal template tailored for copywriters and marketing businesses. It attracts the target audience by featuring engaging copy that effectively showcases your writing capabilities.

The template incorporates customer testimonials, a strong tool for establishing trust and enhancing credibility. A roadmap illustrates the project's phases and corresponding dates, providing a clear timeline for when different website pages will be written.

Also, the terms and conditions ensure a mutual agreement and understanding of the project's scope.

Do you often struggle with writer's block and wish to save more time? Visme's AI Writer can be your ultimate solution. This powerful tool can help you proofread, edit and even generate copy for any document you create in Visme.

Whether you're looking for business proposal ideas or working on an existing proposal, this tool can help polish your content or cut your writing time by half. All you need to do is provide the tool with simple prompts and see the magic happen.

7. Digital Marketing Business Proposal Example

Engage your audience with the digital marketing business proposal template. Its bright blue and yellow combination exudes energy and creativity, making a strong impression on your clients.

The business proposal format leverages data widgets, including progress bars and population arrays, for clear and concise data presentation. The included project overview utilizes visually appealing icons to explain the services offered.

Furthermore, a flowchart-style roadmap briefly outlines the project's process and timeline.

The template is perfectly suited for digital marketing agencies or freelancers looking to showcase their services and scale their business in a vibrant and organized manner.

8. Freelance Writer Business Proposal Example

This freelance writer business proposal example template is creatively designed and structured to persuade the reader immediately.

Each page in this proposal stands out with a different color, adding a dynamic and engaging element to your presentation.

With a minimalist design, this proposal utilizes large, bold fonts for clear, impactful communication with less text. It effectively uses icons to present information in a clear, visually appealing manner.

Overall, the professional design not only aids in selling your services but also portrays your expertise and creativity.

9. SEO Business Proposal Example

This SEO business proposal template is next-level. It's got a cool design with overlay background and transparent shapes that make the information really pop.

The template features a comprehensive step-by-step process to demonstrate how you will optimize clients' web pages. It also includes a clear line graph to provide an overview of past projects, presenting the success rate and growth over time.

Additionally, the proposal has a dedicated "The Team" page to introduce your team members and emphasize their skills and expertise.

Add more transparency in presenting your team using Visme's organizational chart maker .

Choose a suitable organizational chart template from Visme's library and customize it to fit your needs. You can add or remove positions, change the colors and fonts and even add images to make your chart more appealing.

Watch the video below to learn more about creating an organizational chart in Visme.

10. Photography Business Proposal Example

Relying on the saying that a picture says a thousand words, the proposal uses professional images of different models as the primary focus, showcasing the photographer's expertise and technical skills.

The minimalist design favors a light brown color and plenty of white space to let the images shine. This approach lifts the portfolio's visual elements and draws attention to the work's quality and style.

Seamlessly enhance your pictures with Visme's AI image editing tools . Edit, touch up, unblur and upscale your images in a few clicks. Select the image in your document, choose an action, give a prompt and Visme will do the rest.

Visme's AI-powered tools, customizable templates and top-notch customer support are helping businesses worldwide achieve their design objectives. However, don't just take our word for it. Check out what one of Visme's satisfied users has to say about the platform.

Business Owner

11. Accounting Business Proposal Example

Express your accounting firm's professionalism through a well-structured, comprehensive proposal using this business proposal template. The template uses a mature blend of blue and brown color combinations, making it appealing to potential business partners while maintaining a professional look.

It uses a flowchart to perfectly display the audit procedure and the various phases of engagement, making complex processes easily digestible for prospective clients.

The template contains vital pages, such as the company profile, where you detail your business's history and credentials. The 'Audit Procedures' page outlines your working process, while the 'Fee Investment' page explains your pricing structure. These ensure that the client gets a thorough understanding of your offering.

Effortlessly manage information across multiple documents with Visme's Dynamic Fields . Save fields once and watch as every document updates when changes are made. This is perfect for keeping your business proposals up-to-date.

Watch the video below to learn more about how this feature works.

12. Contractor Business Proposal Example

This proposal example features a minimalist, clear design with a peaceful sky-blue theme. Black and white images are tastefully utilized, supporting the professionalism and seriousness of the proposal.

The document is structured into essential sections, including project scope, timeline, pricing, and terms. These critical sections allow you to concisely express the specifics of your offering to clients, ensuring they understand the full breadth of your services.

This template is ideally suited for individual contractors seeking work from clients on a global scale.

13. Graphic Design Business Proposal Example

This business proposal template is visually alluring and dynamic, as one might expect from a graphic design proposal.

It utilizes an engaging color scheme, combining inviting purple and sky blue shades. The design elements are unique and eye-catching, incorporating a variety of shapes like ellipses, circles and abstracts to add visual interest.

The “Our Services” page optimizes icons for a cleaner and delightful presentation, outlining services offered in a visually compelling and understandable manner.

It's more than adequate to say the overall design of this proposal template itself screams "Graphic Design.”

Design your business proposal collaboratively using Visme collaborative design features . Invite your team members via email or share a link to the document and start working together to achieve your goals.

Visme's collaborative design features, like live editing, commenting, and annotating will ensure that everyone is on the same page and that your business proposal is as effective as possible.

Read our comprehensive guide about how to do collaborative design right with Visme, or watch the video below to learn more.

14. Video Production Business Proposal Example

With its primary objective of winning over prospective clients, this template creatively showcases your video production ideas.

The proposal features high-quality screenshots from video clips previously produced and offers a glimpse of expertise and work quality. It includes a proposed plan section with time and price, allowing potential clients to weigh the value of your services.

Furthermore, the template has three unique sections to propose three video ideas tailored to the client you're submitting the proposal to, strengthening your rapport with them.

Take control of your proposal's performance with Visme's Analytics feature . It tracks unique visits, visitor IP, average time spent and many more, granting valuable insights into client engagement.

Channel this knowledge to refine your designs, optimizing success for future proposals. Empower your process, and let data guide your strategy.

15. Supply Chain Management Business Proposal Example

Create a persuasive, detail-oriented proposal using this template to win over your supply chain management clientele.

Strengthen your credibility and appeal to potential clients by highlighting your achievements and value propositions with statistics in the "Why Choose Us" section.

The "What's Next" section outlines a step-by-step process for taking action after the proposal phase. This roadmap guides potential clients through the partnership journey, helping to foster a commitment to you.

Moreover, this template includes a dedicated customer testimonials page, a powerful tool to leverage satisfied past clients' voices to assure potential clients of your service's quality and reliability.

16. Finance Consultancy One Pager Business Proposal Example

This one-page business proposal example synthesizes all the crucial information about your consultancy into a concise yet impactful format.

With a bold and striking yellow and black color palette, this one-pager stands out, instilling a sense of professionalism and assurance in your potential clients.

Importantly, this template leverages data visualizations, including pie charts and radial gauges, to effectively communicate critical data to potential clients. These visual aids are excellent for quickly conveying complex financial data in an easily digestible manner.

Transform your data into compelling visuals with Visme's wide selection of data visualization tools . From progress bars to radial gauges and population arrays, Visme offers 30+ data widgets .

If you need to showcase more extensive data sets, try Visme's 20+ types of charts and graphs , including pie charts , bar graphs , line graphs , scatter plot and more.

17. SaaS Startup One Pager Business Proposal Example

Designed for SaaS startups, this one-pager is a powerful tool to achieve a strong impression and understanding of your business proposal in a single glance.

It utilizes a vigorous blue and red color combination to capture attention and highlight the vibrancy of the proposed SaaS solution.

In the layout, a picture visually represents your startup's mission or product, immediately drawing in the viewer's curiosity. Furthermore, the market analysis section's graphical illustrations effectively communicate the startup's potential within the market landscape.

To ensure a consistent and professional appearance of your business documents, Visme offers a brand wizard tool that allows you to save and apply your branding assets with just a single click.

All you have to do is copy and paste your website URL, and the tool will automatically extract your brand colors, fonts, and company logos. This feature saves you time and ensures your business documents have a uniform look and feel.

Explore our comprehensive guide about creating a branding kit in Visme, or watch the video below to learn more.

18. Marketing and Media One Pager Business Proposal Example

Are you a marketing and media business looking for new businesses? This business proposal example offers an impactful and concise way to showcase the essential elements of your business.

The lively blue, pink, and orange color scheme adds a refreshing visual appeal to this comprehensive one-pager.

The template utilizes tables to present key features and financials in an easy-to-read format. This organized data promptly provides potential stakeholders with relevant information to evaluate your venture.

Additionally, it includes sections on the target audience, market analysis, and revenue model to provide a well-rounded view of your business.

19. Email Marketing Business Proposal Example

Built for email marketers, this proposal combines visually striking design with data-driven substance to create a persuasive narrative for potential clients.

Its refreshing blue color scheme and dynamic design capture and maintain your prospective client's attention from start to finish. The proposal harnesses the power of compelling data visualizations, such as population arrays and progress bars, succinctly presenting your statistics.

20. Fashion Business Proposal Example

Let's conclude this visual journey with this fashion business proposal example template. Its attractive color scheme of Persian indigo and red rose infuses a sense of style and sophistication, ideally suited to a fashion business. The template also features high-quality images of models, adding a professional and visually appealing element.

It provides specific sections where you can detail top locations, packages and venues, ensuring your prospective partners, investors and sponsors fully understand the breadth and scope of your fashion business.

After you have personalized your business proposal template, Visme gives you several options to share and publish it. Here are the ways you can do it:

• Download your project in PNG, JPG, and PDF formats to share it offline.
• Share your business proposal with your clients using the shareable link provided by Visme.
• Generate a code snippet in Visme to embed your business proposal on any web page.

Business Proposal FAQs

Q. what is a business proposal.

A business proposal is a document you send to potential clients or partners. It outlines your company's products or services that can help solve the client's problem. Essentially, it's your way of selling your solution to win a specific project.

Q. What Are the Types of Business Proposals?

There are three major types of business proposals used across industries:

• Formally Solicited Proposals: These proposals are created in response to an official request for proposal (RFP). For instance, a municipal body might issue an RFP for a waste management system, and companies would send in their proposals tailored to meet the stated requirements.
• Informally Solicited Proposals: This type of proposal caters to a less structured request. For example, during a meeting, a client might express a need for a solution, and a business could respond with an informal proposal targeting the client's needs.
• Unsolicited Proposals: These are proposals that businesses submit without any prior request, often as marketing tools. For example, a software company might send an unsolicited proposal to a potential client presenting a new customer management system to improve the client's operations.

Q. How Do I Write a Business Proposal?

Writing a business proposal involves multiple steps:

• Understand Client's Needs: Learning about your client's needs and expectations is crucial. This knowledge will guide the whole proposal.
• Outline your Proposal: Start with a brief summary of the proposal, and then write about how your service or product meets or exceeds the client's needs.
• Detail your Services or Products: Clearly describe what you're proposing, how it works and how it solves the client's problem.
• Provide the Cost Breakdown: Detail the pricing of your product or service so the client understands their investment.
• Summarize the Proposal: In conclusion, recap how your proposal meets the client's needs.

To get more comprehensive guidelines, refer to our article on how to write a business proposal .

Q. What Is the Best Business Proposal?

The best business proposal is one that is tailored to meet the specific needs and expectations of your client. It should clearly explain how your product or service can solve a problem or enhance the client's situation.

To make the proposal more effective, make it well-structured, concise, written in clear, simple language and error-free.

Lastly, end the proposal with a strong call to action that motivates the client to take the next step, whether scheduling a meeting, a call or signing a contract.

Q. What Not to Do in a Business Proposal?

In a business proposal, there are several things to avoid:

• Not Personalizing Your Proposal: Every proposal should be tailored to the client's needs and expectations.
• Over-Cluttering the Design: Maintain a clean, organized document design, allowing content to breathe with white spaces.
• A Complex Layout: Ensure your layout is simple and intuitive so that essential sections of the proposal are easily accessible.
• Using Incorrect or Too Many Fonts: Be cautious with font variations. Use a maximum of two types of fonts and ensure they are professional and readable.
• Poor Quality Images : Images and graphics included should be high-resolution and relevant to the content.
• Leaving out Branding Elements : Failing to incorporate your logo, brand colors, etc., can lead to missed chances of reinforcing business identity.

Q. How Long Should a Business Proposal Be?

The ideal length of a business proposal depends on the specific client or use case. It should not be too brief to leave out valuable information or too long to cause the client to skim or skip sections.

Find a perfect balance of providing comprehensive detail without overloading. Therefore, a business proposal could be as short as one page or as long as 50 pages, depending on the client's needs.

Create Professional Designed Proposals & More With Visme

With our collection of 20 best business proposal examples and templates, you're now equipped to create persuasive, compelling proposals that captivate your clients and win more deals.

Take your business proposal to the next level with Visme.

Visme is a versatile tool, perfect for crafting professional business proposals and more. It allows you to design stunning documents with interactive and engaging elements, without the need for a designer or coding. It hosts a suite of powerful features and AI-powered tools all under one platform.

Whether you're creating presentations, infographics or proposals, Visme has a wealth of templates and tools to help bring your ideas to life in the most visually appealing way.

Ready to make a lasting impression with your business documents? Sign up for Visme today !

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Written by Jesse Sumrak | May 14, 2023

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Business plans might seem like an old-school stiff-collared practice, but they deserve a place in the startup realm, too. It’s probably not going to be the frame-worthy document you hang in the office—yet, it may one day be deserving of the privilege.

Whether you’re looking to win the heart of an angel investor or convince a bank to lend you money, you’ll need a business plan. And not just any ol’ notes and scribble on the back of a pizza box or napkin—you’ll need a professional, standardized report.

Bah. Sounds like homework, right?

Yes. Yes, it does.

However, just like bookkeeping, loan applications, and 404 redirects, business plans are an essential step in cementing your business foundation.

Don’t worry. We’ll show you how to write a business plan without boring you to tears. We’ve jam-packed this article with all the business plan examples, templates, and tips you need to take your non-existent proposal from concept to completion.

Table of Contents

What Is a Business Plan?

Tips to Make Your Small Business Plan Ironclad

How to Write a Business Plan in 6 Steps

Startup Business Plan Template

Business Plan Examples

Work on Making Your Business Plan

How to Write a Business Plan FAQs

What is a business plan why do you desperately need one.

A business plan is a roadmap that outlines:

• Who your business is, what it does, and who it serves
• Where your business is now
• Where you want it to go
• How you’re going to make it happen
• What might stop you from taking your business from Point A to Point B
• How you’ll overcome the predicted obstacles

While it’s not required when starting a business, having a business plan is helpful for a few reasons:

• Secure a Bank Loan: Before approving you for a business loan, banks will want to see that your business is legitimate and can repay the loan. They want to know how you’re going to use the loan and how you’ll make monthly payments on your debt. Lenders want to see a sound business strategy that doesn’t end in loan default.
• Win Over Investors: Like lenders, investors want to know they’re going to make a return on their investment. They need to see your business plan to have the confidence to hand you money.
• Stay Focused: It’s easy to get lost chasing the next big thing. Your business plan keeps you on track and focused on the big picture. Your business plan can prevent you from wasting time and resources on something that isn’t aligned with your business goals.

Beyond the reasoning, let’s look at what the data says:

• Simply writing a business plan can boost your average annual growth by 30%
• Entrepreneurs who create a formal business plan are 16% more likely to succeed than those who don’t
• A study looking at 65 fast-growth companies found that 71% had small business plans
• The process and output of creating a business plan have shown to improve business performance

Convinced yet? If those numbers and reasons don’t have you scrambling for pen and paper, who knows what will.

Don’t Skip: Business Startup Costs Checklist

Before we get into the nitty-gritty steps of how to write a business plan, let’s look at some high-level tips to get you started in the right direction:

Be Professional and Legit

You might be tempted to get cutesy or revolutionary with your business plan—resist the urge. While you should let your brand and creativity shine with everything you produce, business plans fall more into the realm of professional documents.

Think of your business plan the same way as your terms and conditions, employee contracts, or financial statements. You want your plan to be as uniform as possible so investors, lenders, partners, and prospective employees can find the information they need to make important decisions.

If you want to create a fun summary business plan for internal consumption, then, by all means, go right ahead. However, for the purpose of writing this external-facing document, keep it legit.

Know Your Audience

Your official business plan document is for lenders, investors, partners, and big-time prospective employees. Keep these names and faces in your mind as you draft your plan.

Think about what they might be interested in seeing, what questions they’ll ask, and what might convince (or scare) them. Cut the jargon and tailor your language so these individuals can understand.

Remember, these are busy people. They’re likely looking at hundreds of applicants and startup investments every month. Keep your business plan succinct and to the point. Include the most pertinent information and omit the sections that won’t impact their decision-making.

Invest Time Researching

You might not have answers to all the sections you should include in your business plan. Don’t skip over these!

Your audience will want:

• Detailed information about your customers
• Numbers and solid math to back up your financial claims and estimates
• Deep insights about your competitors and potential threats
• Data to support market opportunities and strategy

Your answers can’t be hypothetical or opinionated. You need research to back up your claims. If you don’t have that data yet, then invest time and money in collecting it. That information isn’t just critical for your business plan—it’s essential for owning, operating, and growing your company.

Stay Realistic

Your business may be ambitious, but reign in the enthusiasm just a teeny-tiny bit. The last thing you want to do is have an angel investor call BS and say “I’m out” before even giving you a chance.

The folks looking at your business and evaluating your plan have been around the block—they know a thing or two about fact and fiction. Your plan should be a blueprint for success. It should be the step-by-step roadmap for how you’re going from Point A to Point B.

How to Write a Business Plan—6 Essential Elements

Not every business plan looks the same, but most share a few common elements. Here’s what they typically include:

• Executive Summary
• Business Overview
• Products and Services
• Market Analysis
• Competitive Analysis
• Financial Strategy

Below, we’ll break down each of these sections in more detail.

1. Executive Summary

While your executive summary is the first page of your business plan, it’s the section you’ll write last. That’s because it summarizes your entire business plan into a succinct one-pager.

Begin with an executive summary that introduces the reader to your business and gives them an overview of what’s inside the business plan.

Your executive summary highlights key points of your plan. Consider this your elevator pitch. You want to put all your juiciest strengths and opportunities strategically in this section.

2. Business Overview

In this section, you can dive deeper into the elements of your business, including answering:

• What’s your business structure? Sole proprietorship, LLC, corporation, etc.
• Where is it located?
• Who owns the business? Does it have employees?
• What problem does it solve, and how?
• What’s your mission statement? Your mission statement briefly describes why you are in business. To write a proper mission statement, brainstorm your business’s core values and who you serve.

Don’t overlook your mission statement. This powerful sentence or paragraph could be the inspiration that drives an investor to take an interest in your business. Here are a few examples of powerful mission statements that just might give you the goosebumps:

• Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• Tesla: To accelerate the world’s transition to sustainable energy.
• InvisionApp : Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
• TED : Spread ideas.
• Warby Parker : To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.

3. Products and Services

As the owner, you know your business and the industry inside and out. However, whoever’s reading your document might not. You’re going to need to break down your products and services in minute detail.

For example, if you own a SaaS business, you’re going to need to explain how this business model works and what you’re selling.

You’ll need to include:

• What services you sell: Describe the services you provide and how these will help your target audience.
• What products you sell: Describe your products (and types if applicable) and how they will solve a need for your target and provide value.
• How much you charge: If you’re selling services, will you charge hourly, per project, retainer, or a mixture of all of these? If you’re selling products, what are the price ranges?

4. Market Analysis

Your market analysis essentially explains how your products and services address customer concerns and pain points. This section will include research and data on the state and direction of your industry and target market.

This research should reveal lucrative opportunities and how your business is uniquely positioned to seize the advantage. You’ll also want to touch on your marketing strategy and how it will (or does) work for your audience.

Include a detailed analysis of your target customers. This describes the people you serve and sell your product to. Be careful not to go too broad here—you don’t want to fall into the common entrepreneurial trap of trying to sell to everyone and thereby not differentiating yourself enough to survive the competition.

The market analysis section will include your unique value proposition. Your unique value proposition (UVP) is the thing that makes you stand out from your competitors. This is your key to success.

If you don’t have a UVP, you don’t have a way to take on competitors who are already in this space. Here’s an example of an ecommerce internet business plan outlining their competitive edge:

FireStarters’ competitive advantage is offering product lines that make a statement but won’t leave you broke. The major brands are expensive and not distinctive enough to satisfy the changing taste of our target customers. FireStarters offers products that are just ahead of the curve and so affordable that our customers will return to the website often to check out what’s new.

5. Competitive Analysis

Your competitive analysis examines the strengths and weaknesses of competing businesses in your market or industry. This will include direct and indirect competitors. It can also include threats and opportunities, like economic concerns or legal restraints.

The best way to sum up this section is with a classic SWOT analysis. This will explain your company’s position in relation to your competitors.

6. Financial Strategy

Your financial strategy will sum up your revenue, expenses, profit (or loss), and financial plan for the future. It’ll explain how you make money, where your cash flow goes, and how you’ll become profitable or stay profitable.

This is one of the most important sections for lenders and investors. Have you ever watched Shark Tank? They always ask about the company’s financial situation. How has it performed in the past? What’s the ongoing outlook moving forward? How does the business plan to make it happen?

Answer all of these questions in your financial strategy so that your audience doesn’t have to ask. Go ahead and include forecasts and graphs in your plan, too:

• Balance sheet: This includes your assets, liabilities, and equity.
• Profit & Loss (P&L) statement: This details your income and expenses over a given period.
• Cash flow statement: Similar to the P&L, this one will show all cash flowing into and out of the business each month.

It takes cash to change the world—lenders and investors get it. If you’re short on funding, explain how much money you’ll need and how you’ll use the capital. Where are you looking for financing? Are you looking to take out a business loan, or would you rather trade equity for capital instead?

Read More: 16 Financial Concepts Every Entrepreneur Needs to Know

Startup Business Plan Template (Copy/Paste Outline)

Ready to write your own business plan? Copy/paste the startup business plan template below and fill in the blanks.

Executive Summary Remember, do this last. Summarize who you are and your business plan in one page.

Business Overview Describe your business. What’s it do? Who owns it? How’s it structured? What’s the mission statement?

Products and Services Detail the products and services you offer. How do they work? What do you charge?

Market Analysis Write about the state of the market and opportunities. Use date. Describe your customers. Include your UVP.

Competitive Analysis Outline the competitors in your market and industry. Include threats and opportunities. Add a SWOT analysis of your business.

Financial Strategy Sum up your revenue, expenses, profit (or loss), and financial plan for the future. If you’re applying for a loan, include how you’ll use the funding to progress the business.

5 Frame-Worthy Business Plan Examples

Want to explore other templates and examples? We got you covered. Check out these 5 business plan examples you can use as inspiration when writing your plan:

• SBA Wooden Grain Toy Company
• SBA We Can Do It Consulting
• OrcaSmart Business Plan Sample
• Plum Business Plan Template
• PandaDoc Free Business Plan Templates

Get to Work on Making Your Business Plan

If you find you’re getting stuck on perfecting your document, opt for a simple one-page business plan —and then get to work. You can always polish up your official plan later as you learn more about your business and the industry.

Remember, business plans are not a requirement for starting a business—they’re only truly essential if a bank or investor is asking for it.

Ask others to review your business plan. Get feedback from other startups and successful business owners. They’ll likely be able to see holes in your planning or undetected opportunities—just make sure these individuals aren’t your competitors (or potential competitors).

Your business plan isn’t a one-and-done report—it’s a living, breathing document. You’ll make changes to it as you grow and evolve. When the market or your customers change, your plan will need to change to adapt.

That means when you’re finished with this exercise, it’s not time to print your plan out and stuff it in a file cabinet somewhere. No, it should sit on your desk as a day-to-day reference. Use it (and update it) as you make decisions about your product, customers, and financial plan.

Review your business plan frequently, update it routinely, and follow the path you’ve developed to the future you’re building.

Keep Learning: New Product Development Process in 8 Easy Steps

What financial information should be included in a business plan?

Be as detailed as you can without assuming too much. For example, include your expected revenue, expenses, profit, and growth for the future.

What are some common mistakes to avoid when writing a business plan?

The most common mistake is turning your business plan into a textbook. A business plan is an internal guide and an external pitching tool. Cut the fat and only include the most relevant information to start and run your business.

Who should review my business plan before I submit it?

Co-founders, investors, or a board of advisors. Otherwise, reach out to a trusted mentor, your local chamber of commerce, or someone you know that runs a business.

Ready to Write Your Business Plan?

Don’t let creating a business plan hold you back from starting your business. Writing documents might not be your thing—that doesn’t mean your business is a bad idea.

Let us help you get started.

Join our free training to learn how to start an online side hustle in 30 days or less. We’ll provide you with a proven roadmap for how to find, validate, and pursue a profitable business idea (even if you have zero entrepreneurial experience).

Stuck on the ideas part? No problem. When you attend the masterclass, we’ll send you a free ebook with 100 of the hottest side hustle trends right now. It’s chock full of brilliant business ideas to get you up and running in the right direction.

About Jesse Sumrak

Jesse Sumrak is a writing zealot focused on creating killer content. He’s spent almost a decade writing about startup, marketing, and entrepreneurship topics, having built and sold his own post-apocalyptic fitness bootstrapped business. A writer by day and a peak bagger by night (and early early morning), you can usually find Jesse preparing for the apocalypse on a precipitous peak somewhere in the Rocky Mountains of Colorado.

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How to Write a Business Proposal in 7 Steps

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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.

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.

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How to Write a Business Proposal [Steps, Tips, & Templates]

You need to send a business proposal, and you want it to close. But how can you improve your chances?

Every year, we analyze the proposals sent with our software to discover what makes closing more likely. We used this research to craft this very guide .

To help you write better business proposals, we’ve curated the essential proposal format, a step-by-step process, plenty of templates to help you get started, and strategies for following up.

From images to esignatures, keep reading for data-backed insights into the most successful proposals.

What’s in this guide:

• What is a business proposal?
• Basic proposal format
• What to prepare before writing a business proposal
• How to write a business proposal in 7 steps
• 8 business proposal templates
• 5 ideas to take your business proposal to the next level
• What to do after you send a business proposal
• Using analytics for business proposal insights

A business proposal is sent by a salesperson or account manager to a prospective client in order to pitch a product or service. A great proposal should include an executive summary or cover letter, details on the project timelines and deliverables, what makes the company the right choice for the job, and pricing and payment details.

Business proposals are typically sent from one business to another for all sorts of different services, such as enterprise software subscriptions, interior design, accounting, marketing, event catering, etc.

The purpose of a business proposal is to:

Sell your product or service with details, client results, testimonials, etc.

Clarify what is and isn’t included in the proposal to accurately manage expectations

Layout terms and conditions to protect both parties

Lock in the deal right away with esignatures built into the proposal

Large corporations and government agencies will typically send out a request for proposal to competing companies and then choose the best (or cheapest) one.

A business proposal is very different from a business plan, because it is typically written to clarify a paid engagement between two companies. This might be a short project or a long contract. A business plan, on the other hand, is typically an internal document crafted to chart a businesses path forward towards goals, such as market expansion, revenue growth, new product lines, etc.

Types of business proposals

There are many different types of business proposals. They are typically broken down by industry.

Here are some common types of business proposals, by industry :

Real estate and construction

Professional services

Proposals can also be categorized based on the type of offering :

One-off projects

Recurring subscription

Ongoing service

Package options

Later on in this guide, we include a variety of proposal templates. Depending on what you selling, you might find it easier to begin with a template designed for your industry or for the type of offer you’re selling (such as a one-off project). So be sure to peruse through the previews of each proposal so that you can see which template will save you the most time.

Business proposal example

An excellent business proposal addresses the client’s pain points and showcases the proposed solution.

Here’s an example business proposal to inspire you. The accounting proposal kicks things off with an attractive cover page.

All in all, it includes the cover page, an executive summary letter, an about us section, team photos and bios, a project summary, a breakdown of the proposed services, a pricing section, onboarding steps, and a contract with esignatures.

The services breakdown offers a great example of how to categorize your services and provide hourly estimates.

After researching over 1 million proposals, we found that winning proposals are most likely to include all of the following.

Here’s the idea proposal structure :

1. Cover page

The cover page, also called a title page, should be kept simple. It prominently features a photograph or graphic design that is on-brand, you can use graphic design templates as a starting point. It also usually includes the project name, or the client name, as well as your company name. Some companies might include contact information on the cover page, while others will save that for a separate page.

Check out this cover page , which is bright, bold, and on-brand.

2. Executive summary

The executive summary is essentially your pitch.

It’s your shot at capturing the client’s attention and showing them that you have an approach that will exceed their expectations.

It’s typically written in paragraph form (1 to 3 paragraphs) but can also include a bulleted list for a more skimmable style.

Make sure that your executive summary includes:

A quick description of the client’s problem or starting point

How your company will serve the client and why you’re suggesting this unique approach

Why your company is the best choice (average results, unique selling propositions, differentiators, awards, etc.)

This content marketing proposal offers an excellent example of an executive summary. Though in this proposal, the section is instead titled “Focus and Objectives.” What makes it great is that it’s on brand, goal-oriented, personable, and skimmable.

3. Approach or solution

In this section, you write about your process and why you approach things the way you do. For example, a Facebook marketing agency might say that they believe that creative work is essential to advertising success, and that’s why they devote 90% of their time to developing videos, images, and copy.

Some companies will craft a custom approach section for each client, while others will re-use the section again and again. It all comes down to the number of services you offer and how much or how little you customize your work.

In corporate training, it’s essential to clarify your approach so the client knows why your system will be effective. In this training template example , their process shows the essential steps in their proprietary approach.

4. About the company

This is your chance to brag. In your company bio, be sure to mention all of the important things that set your company apart. That might include your management style, the talent you have on your team, your average client retention rate or contract length, and any accolades.

With their location, awards, and team structure, this About Us page is an excellent example of how to sell yourself with authority.

5. Deliverables

Use the deliverables section to summarize exactly what the client will receive from the engagement.

A TikTok ads management firm might include 15 ad creatives per month in their deliverables, for example. While an accounting firm might list the reports that will be sent weekly or monthly, along with the bookkeeping service.

In a construction project, on the other hand, the company might showcase the different milestones that the project will hit, and when these milestones are expected to be completed.

In this proposal , the Deliverables section is titled “Scope of Services,” and it includes a list of all of the services that the prospective client will receive. Deliverables are mentioned within the scope, including a logo, brand colors, business cards, and brand guidelines.

6. Social proof or work samples

No matter what you sell, prospective clients will want to know that you have the right experience for the job.

Social proof can come in the form of written testimonials and case studies, video testimonials and case studies, portfolio photographs, G2 and Capterra badges, and rating averages from Google, Trustpilot, or other review sites.

For an architecture firm, construction company, or website designer, work examples can prove more powerful than testimonials. Prospects want to see what you can do. This architecture proposal showcases the company’s work on a rehabilitation project.

The pricing section is of course the one that your clients will read again and again and deliberate over. That’s why it’s so important to make it clear, simple, and well-formatted.

Tables are a great way to showcase what’s included in the total project cost or to provide package options.

Similar to interior design and construction services, event planning typically includes both hourly costs and hard costs (for products and venues). Here’s an example of an event management proposal that includes a breakdown of the hourly work and the hard costs.

8. Terms and conditions

When you use modern proposal software , you can build a contract right into your proposal, eliminating the need for separate contract software.

Your proposal should include legal jargon that can protect both you and your client. You might have a statement of work and a master service agreement or terms and conditions.

In this website design proposal , there are 6 pages in total for the contract section. The potential client can easily click around to view all of these pages and share the proposal with their legal team if needed.

For proposals that are longer than 8 pages, it’s wise to include a table of contents. If you use Proposify as your proposal software, then every proposal will automatically have the table of contents on the left-hand side, making it easier for the potential client to click around and review important sections multiple times.

A lot goes into writing a proposal. Before you can get to the writing part, you need to prepare.

This means talking with the client to figure out their needs, using your experience to pitch the best project, and talking with colleagues who will be involved in the project to see if they agree on the services you plan to propose.

You might also need to talk with your legal department and ask them for a contract template that you can include at the end of the proposal so that when the client signs off, it's legally binding.

Everything you need to prepare to write a business proposal:

An understanding of the client's needs

Your determination of the best approach

Details that will get the client to say yes

Agreement with internal colleagues

The pricing options you want to offer

Knowledge of who needs to sign off

Legal contract language or templates

To be a good writer , you must be concise, specific, and detailed. It really is that simple. The more examples and details you provide, the better.

That said, it does help to follow a process so that you can be sure you’re providing everything that the decision-makers expect and more.

Here are the 7 essential steps for writing a business proposal:

Step 1. Determine the client’s needs

The first step is to figure out what your client needs.

As mentioned in our section on preparation above, you’ll need to speak with your client. If this is a new client, it might take two to five sales calls to collect all of the information you need. For an existing client, you can probably figure out what to include in their renewal proposal with just one call.

But of course, asking your client what they need isn’t enough. You need to use your expertise to choose the best solution for them, even if it’s not what they want or expect.

Step 2. Kick off your proposal with a template

Once you’ve done your due diligence, the next step is to choose a proposal template so you’ll save time on both writing and designing.

You can use a template that matches your specific business or click around to find one with all the sections and a design style you like. Even if it’s not created for your specific industry, it’ll be easy to update the content to match your service or product.

Check out our full library of proposal templates.

Step 3. Write the evergreen messaging about your company

It’s always smart to tackle writing section by section. This way, you don’t get overwhelmed.

We recommend starting with the sections that are relevant to your business and that can be reused again and again. Your value propositions should guide the content.

Tackle these sections:

The cover page

The approach section

The about us page and team bios

The social proof or portfolio pieces

By starting off with what makes your company special, you’ll break the ice during your writing process and also create your own custom template that you can use for further proposal writing.

Step 4. Craft the meat of the proposal (executive summary, approach, deliverables, etc.)

By now, you should have chosen a template and written your core company messaging.

Now it’s time to write the meat of the proposal.

In this step, you’ll be catering your proposal to the new client. A startup will require a different proposal than a small business, and the same goes for an enterprise.

Here are some of the things you might need to write:

The unique methodology or approach you’ll offer this client (if it changes per client)

The problem statement or executive summary

The client’s goals

The scope of work

The project process and timelines

The deliverables

You can fill in your template’s sections and take a peek at other templates to get inspiration and see if there are any additional sections or details you should add.

Step 5. Add in the project total or pricing options

Next, you should calculate your fees.

Depending on your business, you might add up flat rates, product costs, or hourly estimates to come up with a fixed project total. Or, you might present a price range that the project will likely fall between (making it clear that additional hourly costs could arise. Or perhaps, you’ll offer a pricing table with different options to choose from.

Step 6. Add legal terms and conditions and esignatures

When you use proposal software (instead of just a PDF or Google slides), you can add a contract directly to your proposal.

If you already have approved contract language from your legal department, you can simply add it to the contract section of your proposal in Proposify. If not, you’ll need to chat with your legal team or business lawyer to ensure you’re adding all the right stipulations.

Proposals with esignatures close 35% faster and are 426% more likely to be accepted. So be sure to assign an esignature both to yourself and your client.

Step 7. Finalize the design and review all of the content before sending

Now it’s time to review and finalize your proposal. Check for errors, places in the template you forgot to fill out, and wording that can be improved.

Make sure the graphic design is on point too. Switch out the template with your own brand colors and fonts. You can have a designer on your team handle this, or handle style customization yourself (with no design experience necessary).

The best way to write a business proposal? With a template of course.

We’ve rounded up 10 of the best templates for different types of businesses. And for each, we show you the proposal sections included to help you pick the right one for you.

Keep in mind that with any of these proposals, you can add and remove sections and also customize any page with text, headlines, images, videos, fee tables, and more.

1. Business consulting proposal template

This consulting proposal template can be used by any type of consulting firm.

Proposal sections :

Project Summary

Project Activities

Your Investment

2. Advertising Proposal Template

With this advertising proposal template, you can showcase your digital or traditional advertising services. The template includes TV, web, radio, and magazine, but you can update it to reflect your pitch.

Cover Letter

Who Are We?

Testimonials

Your Advertising Media Mix

3. Branding Proposal Template

Perfect for branding consultants, logo designers, and messaging strategists, this branding proposal template includes the project scope and timeline to help you clarify your process to potential clients.

Overview & Goals

Scope of Services

Sample Case Study

4. Commercial Lease Proposal Template

This commercial lease proposal template can be used for leasing office buildings, manufacturing facilities, warehouses, and event spaces.

Our Process

Meet Our Team

Terms and Conditions

5. Construction Bid Template

Use this construction bid template for new construction projects or renovations. It includes a detailed cost estimate table and a required deposit.

Cost Estimate

6. Catering Proposal Template

This catering proposal template is perfect for corporate projects but can work for weddings or personal events as well. You can use it for conferences, luncheons, retreats, or any other type of event.

Introduction

Event Details

7. Corporate Photography Proposal Template

With a beautifully designed portfolio section and a very detailed pricing table and print options, this is the perfect template for corporate photography . It also includes tips for success, so clients know how to make the most of their photoshoot time.

What We Offer

Photography Packages

Tips for Success

8. Financial Services Proposal Template

You can use this financial services proposal template to pitch financial services like risk management, budgeting, and investment management.

Services and Fees

Looking to kick up your proposals a notch?

Try one of these smart ideas:

1. Make your pricing dynamic

Dynamic pricing means that clients can choose what they want and that will automatically change the project total that they sign off on.

Proposals with options and add-ons have a 35.8% higher closing rate . Try giving package options and including add-ons such as ancillary services or maintenance work.

2. Create graphic designs for timelines and processes

Winning business proposals often include informative visuals to help clients understand your process at a glance.

You could create a graphic for project phases, milestones, or big deliverables.

3. Get creative with your social proof

Client testimonials are an easy starting point when it comes to social proof.

But can you do better? Can you get more creative and stand out from other consulting firms?

Here are some ways to improve your social proof game:

Include visuals for your average ratings (for example 4 and a half stars filled in).

Add any badges or graphics available from review sites like G2 and Trustpilot.

Film professional case study videos and embed them in your proposal.

Create a screenshare video where you talk through your digital portfolio samples.

Include an informal video testimonial from your client.

Add a video showing your team at work (ie, on the job site, running a workshop, speaking, etc.)

Write mini case studies with before and after transformations, result data, etc.

4. Have an “excludes” section

Is there something that is definitely not included in your proposal? Do clients often assume it’s included or do they get confused?

If so, try adding a section that describes everything that isn’t included in the proposal. You could mention that you don’t offer these services, or state that they’re available at an additional fee (if you want to upsell them).

5. Include videos for introductions or complex concepts

When you add a video to your proposal, you increase its chances of closing by 41% .

Here are some video ideas to try:

Informal intros filmed with Loom

Professional videos of your team at work

Case study videos

Quick descriptions of complex deliverables, methodologies, etc.

You sent the proposal. Now what?

Here’s what to do next.

Sign it yourself

Make sure you sign the proposal right away (before your client opens it). This offers a more professional presentation and makes it more likely that your new client will add their signature too.

Be prepared to follow up

Project proposals don’t always close all by themselves. As any good salesperson knows, follow-up is essential.

With Proposify, you can set up automated reminders. When we analyzed over 1 million proposals sent with our software, we found that proposals with pre-scheduled reminders have a 35% higher closing rate than those without.

Make adjustments to the proposal to close the deal

It’s okay to make changes. In fact, proposals that get revised are actually more likely to close than ones that don’t. When a client asks for revisions, it means they’re interested.

You might need to adjust your proposal document for its scope, deliverables, timeframe, or payment schedules.

Save different proposal templates

After you’ve created one proposal, you should save it as a template and give it a name. You might also want to duplicate it and adjust it to create a new proposal template. For example, if you offer SEO services , you might want to have one proposal for an SEO audit and another one for your monthly SEO retainer.

Create email templates

You can also create and store email templates that will save you time in the long run.

Try creating different templates for sending, reminders, and thank yous. If you offer different types of services, you can craft a unique sending template for each one.

Get feedback from clients on both won and lost proposals

One of the best ways to improve is to take feedback. Whether you win or lose the proposal, find out why.

Here are some tips on how to do this:

Won - When you win a proposal, you might ask the client why they decided to move forward with you on their first strategy call. Or, have their account manager ask the same question and pass the info to you.

Lost - If a client doesn’t sign the proposal after 3 weeks, you can send a quick email with something like, “Just looking for some feedback. Can you let me know why you decided not to move forward? Thanks.”

In today’s digital world, a business proposal should be more than a formal document.

When you use the right tool to create and send your proposal, you should be able to gather important insights and trends.

Viewing metrics for a specific client

With Proposify, you can see the activity for every proposal. Know when clients are opening and viewing proposals so you can follow up in a way that matches their activity.

Average viewing metrics

Proposify also offers average viewing metrics that help you benchmark your views:

Total viewed

Average time to view

Average length of viewing

Average views per proposal

This is great for gauging how a new client compares with past activity.

Average closing metrics

You can also check your average closing rate and track it over time.

Check these closing metrics:

Closing rate

Try setting goals for improving your closing rate and then check your progress each month.

Insights by proposal type

Segment viewing and closing metrics by workspace, client name, or stream. A stream is a custom category that you can use for different service types, client industries, etc.

Growth trends

And lastly, you can check your growth trends to find out how much you’re earning in new contracts and existing contracts. This is great for seeing your past revenue growth and for forecasting.

Trends include:

New won proposals (chart)

Active income (chart)

Start with a solid understanding of your client’s goals and needs. Use a template to save time creating messaging and tables that will seal the deal. Then, try advanced techniques like dynamic pricing and videos to improve your closing rates even further.

Sign up for Proposify free for 14 days or get started with one of our templates .

Dayana Mayfield is a B2B SaaS copywriter who believes in the power of content marketing and a good smoothie. She lives in Northern California. Connect with her on LinkedIn here: linkedin.com/in/dayanamayfield/

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Writing a Business Proposal That Wins Deals (+Templates)

Learn how to write a business proposal that stands out, impresses buyers & seals more deals. Learn how to prepare and what to include in your proposal.

5 minute read

helped business professionals at:

Short answer

What to include in a business proposal

• Personal message / Cover letter
• Table of contents
• Executive summary
• Overview of your company and product or service
• Deliverables
• Outcomes, benefits, and ROI (if applicable)
• Social proof
• Case studies
• Terms and conditions
• Agreement (e-signature)

Read on to get practical details for each slide ⤵

What is a business proposal?

A business proposal is a presentation or PDF that details a product, service, or project to a prospective client. It is used near the end of the sales process and covers the prospect’s needs and objectives, and the provider’s solution, pricing, and expected outcomes.

A successful business proposal ends with the prospective client accepting and signing the document.

PDF is traditionally the go-to format for business proposals.

But in recent years, and increasingly with the rise of AI, leading sales teams and professionals are transitioning from static PDFs to interactive proposals that give prospects more freedom for customization , and increase the likelihood they’ll accept and sign the document.

Types of business proposals

Business proposals broadly fall under 3 types:

1) Service provider business proposal

Service proposals cover services given over time such as cleaning, security, gardening, IT, staffing, and management.

Service proposals normally include start and termination dates for the service, rather than timelines and milestones, and focus on deliverables rather than KPIs.

2) Product business proposal

Product business proposals cover a product or solution. It’s commonly used by B2B SaaS companies in high-tech or manufacturers that supply parts or raw materials to other companies.

This type of business proposal can focus on KPIs and ROI in the case of SaaS, or on delivered quantities and qualities in the case of manufacturers.

This is not to be confused with a product proposal given to stakeholders and decision-makers before product development or a product launch.

3) Project business proposal

A business proposal for a project covers a service, a deliverable provided once, and limited in time. This type of proposal is used by providers such as consulting agencies, construction companies, engineering firms, legal firms, and website development companies.

Project business proposals focus on timetables, milestones, and the project’s impact as measured in KPIs and ROI.

These are not to be confused with project proposals made outside the sales context . Such project proposals are used internally (or externally as part of a broader service) to get the buy-in and backing of stakeholders and decision-makers.

This type of project proposal is closer to a project plan than a business proposal.

Solicited vs. unsolicited business proposal

Unsolicited.

These business proposals are used as part of early prospecting to generate leads and MQLs. These are essentially the same as sales prospecting decks .

Solicited informally as part of the sales process

These proposals, sometimes called sales proposals , are used after one or more sales meetings have occurred and only after the prospect has shown interest in buying. This is what most people refer to when saying “business proposal”.

Solicited formally as a response to an RFP (Request for Proposal)

An RFP response is sent only when an RFP is issued for a service or solution you provide. Often the RFP will have particular requirements and a specific structure and format for application.

What does a business proposal look like?

The standard format for a business proposal is PDF. Proposals are often designed to be asthetically pleasing and more inviting than a text-only document.

But in recent years leading sales teams are moving away from PDFs to interactive digital proposals. These new digital formats help them differentiate from the competition, and provide valuable engagement analytics, support engagement, and increase close rates.

Here’s an interactive proposal example by Storydoc:

How to write a business proposal slide by slide

To compose a highly effective business proposal you’ll need to differentiate your value proposition, address key selling points, manage expectations, and involve all critical stakeholders.

By the end of this guide, you’ll know how to make world-leading business proposals, surpass your competitors in every way, and get more deals over the finish line.

This guide is a broad guide. However, different industries require different proposals with different focuses and different slides. And so, below you’ll find links to our specialized proposal writing guides for whichever your niche or use case may be.

Proposal writing guides for specific use cases:

TIP: Write your proposal quickly. Writing effective business proposals quickly is essential for closing deals. Proposals don’t have to be perfect, but they need to be timely to keep the prospect engaged and avoid ghosting.

The title slide is like a shop window. It’s your prospect’s expectations for what’s inside. It should be visually appealing, but that’s not enough.

To get a headstart over your competitors with your proposal title slide it needs to capture the essence of your value proposition, establish relevancy, and create intrigue.

Easier said than done. But definitely doable.

How to make a business proposal title slide that sets you apart?

To nail your cover slide, and stand out from other proposals competing for their business do the following:

• Include a short version of your unique sales proposition in the title and tagline.
• Include the prospective client’s company name and other information specific to them in the title or tagline.
• Include their company logo beside yours.
• Include the sender’s and the recipient's names.
• Include relevant imagery
• Include the expected reading time (to set their effort expectations)
• Include some form of motion, like animation or video to grab attention (but don’t make it too distracting).

2) Personal note or Cover letter

A personal note or cover letter is an introduction that eases the reader into the proposal. It establishes the basic context needed to start reading.

Your cover letter should be kept conversational and short. Don’t make it too cold and formal, and don’t make it a form of an executive summary, just make the connection to past meetings, voiced expectations, and people involved.

TIP: It’s good practice to put a face to the note, to make it warmer and personal (like in the example below).

3) Table of contents

It’s important to add a table of contents to your proposal for 3 reasons:

• It manages the prospect’s expectations and lets them quickly see if everything they expect is in the doc.
• It helps the prospect assess the effort it would take to review the proposal.
• It allows prospects and decision-makers to access deep content easily and quickly, in their first or subsequent reviews.

TIP: Adding jump-links will provide you with click data on which slides prospects found most important. With this info, you could follow up with them knowing exactly what issues to address.

4) Executive summary

An executive summary in a business proposal should be kept very short and easy to scan using bullet points, ordered lists, short texts, and preferably a video (if you’re using interactive proposal formats).

It is NOT a long and text-heavy intro like you find in reports or research papers.

What to include in a business proposal executive summary?

• Your company and expertise
• Key selling points (the client’s imminent needs)
• The impact of your product or service
• What you intend to do and provide (game plan outline)

TIP: Using a slide template like in the example below you could embed a video about your business, product, service, and expertise, and reduce the text needed to deliver your message.

5) Challenges

The challenges slide, sometimes called the problem slide , is a short yet ultra-specific description of the problem or challenges that plague your prospect and that your solution aims to solve.

Since your prospect knows their own pains, there is no need to explain them in length. Simply describe their pain points in titles using their own words from past meetings and correspondence.

In the example below we used a simple “card” format to list the main challenge.

6) Objectives

The objectives slide lists the desired outcomes gained from procuring your service or product. This is essentially the mirror image of the client’s challenges.

Use the prospect’s own words to articulate their objectives, same as I advised for describing their challenges. This would make them more relatable and compelling.

7) Product or service overview

Your service or product overview slide should explain what your solution doe s, a bit about how it does it, and what makes it uniquely valuable.

Make an effort to focus your overview on how your solution addresses the client’s main problem , important features or deliverables, and especially the impact it brings.

This slide is best done with a mix of video and text, where the video gives a broad overview and the text is tailored to the specific prospect and their concerns.

How to create an effective business proposal solution slide?

Ensure your value proposition clearly solves the client's business challenge.

• Highlight unique aspects of your solution that address the client's specific needs.
• Address any potential gaps in your products and services proactively.
• List potential risks and discuss them with the client before they become issues.
• Develop contingency plans for each identified risk and demonstrate your preparedness.
• Incorporate visual aids to enhance understanding and retention. Support your text with interactive graphs and charts , videos, infographics, annotations, and images.
• Cater to different learning styles by using multimedia content, like video, scrollytelling , and data visualization .
• There is no one way to make this slide. Depending on the level of complexity and the number of challenges you want to address you can use tabs, cards, a list of items, or a narrator slide .

8) Deliverables

The deliverables slide includes services beyond and around the main solution, like onboarding, training, integration, design, customer support, dashboards, documentation, audits, hardware supplied, etc.

How to make and present a business proposal solution slide?

When creating this slide:

• Provide a brief list of the specific services you will provide.
• Explain how these services will be delivered (step-by-step).

This will remove uncertainty and unwanted surprises. It will give the client the confidence to move forward and help you justify pricing.

When presenting this slide:

• Discuss the timeline with the client during the proposal presentation to ensure alignment.
• Explain how communication will be handled.

This will help to align the client’s expectations for response times and meeting schedules with what you are willing to do.

Importantly, be cautious about offering too much access using direct messaging to avoid constant interruptions.

9) Outcomes, benefits, and ROI

This slide includes the outcomes the client is expected to get by procuring your product or service. The most compelling outcomes are measurable impacts on the client’s KPIs or support them directly.

Measurable outcomes demonstrate your accountability, which builds the client’s trust in your ability to deliver.

How to make a business proposal outcomes slide?

• Clearly define how success will be measured using specific KPIs.
• Agree on these KPIs during the initial conversation with the prospect.
• Ensure KPIs are easy to understand and directly tied to the proposal objectives.

10) The team

The team slide puts faces to the service you provide. This slide introduces the specific team within the company that will take care of the client and work with them closely to achieve their objectives.

People trust and appreciate the individuals they collaborate with more than a faceless organization. This gives the prospect a sense of connection which could reduce their focus on price.

How to create a business proposal team slide?

• Include a quality image of 2-4 key team members with a friendly expression.
• Assign each team member a short professional description with their job title, responsibilities, and past success.
• Connect each team member to their LinkedIn profile to allow the prospect to learn more.

11) Social Proof

Social proof is a standard for almost any type of persuasive document. A social proof slide can include video testimonials, client review quotes, client logos, trust badges, and awards.

Limit yourself to the minimum needed to show trustworthiness, authority, and capability.

Make sure your social proof closely resembles your prospect’s challenges, niche, and circumstances. The more your prospects recognize themselves in your quotes and testimonials the more persuasive it will be.

12) Case study

Case studies, sometimes called customer success stories , serve as proof of your competence and capability to deliver on what you promise.

Most prospects will want to want to see proof of past success with a client like them, with the same needs and challenges.

The example slide template below has a snapshot of the case study in text and a testimonial video (placeholder). You can cater to prospects who prefer to read as well as those who prefer to listen.

How to make a case study slide?

• Include 1 -3 links to your most relevant case studies.
• Assign a short teaser text for each case study to help the reader quickly understand what each case study is about.

Use your best-known logos, but not at the expense of relevancy.

Use tabs to minimize the space needed to present the case studies

13) Pricing

The pricing slide can either show your pricing plan options , in case of a SaaS product business proposal or show the breakdown of the services and deliverables provided , in case of a service proposal.

Both options allow the client visibility into the investments and their corresponding impact. But it also gives them control over the deal at a more granular level.

This minimizes frustration over unexpected costs or missing deliverables they expected to get which were not included in the deal.

How to build an effective business proposal pricing slide?

• Present the prices along with their potential ROI and non-monetary benefits.
• Emphasize the value and outcomes to shift the client’s focus from cost to investment.
• Allow the prospect to actively select the plan they want or check each individual service they require to give them a sense of control and ownership over their decision.

14) Terms and conditions

This section is a binding legal document that lists the terms of the agreement and the compensation each side should receive.

This is for your legal team to determine.

Things to ensure in your terms and conditions:

• Include a summary of the engagement duration and termination terms.
• Clearly state the compensation details and payment schedule.
• Break down payments into phases and ensure you get paid before starting work, even if it’s a partial deposit.

15) Agreement and e-signature

This is the part all your efforts have been leading up to. All you need is the beautiful signature in the box that seals the deal.

Don’t use a static PDF as your business proposal format if you can avoid it, since it makes this part more difficult and may trip you at the finish line.

Use modern digital proposal software that allows you to embed an e-signature box right in your proposal. And better yet, software that syncs with your CRM and automatically updates the lead status.

16) Next steps

The next steps slide is where you tell your client what will be the next immediate mutual action items after accepting the deal.

The plan for moving forward should be clear, concrete, and involve specific people.

How to create an effective next steps slide?

• Schedule follow-up meetings or calls to discuss the proposal further.
• Help the client visualize the process to reduce friction in their decision-making.
• Embed your live calendar app in the proposal to make it super easy for the prospect to book the next meeting with you.

17) Contact

Provide your contact information so your contact or any decision maker within the client’s organization can communicate with you to ask questions, get more information, or update you on progress.

Business proposal templates that get the deal

To help you speed up your proposal writing I brought you some of our best business proposal templates .

These interactive templates are easily customizable and completely reusable.

They were built and optimized based on what we’ve constantly seen work best for Storydoc clients.

Stroydoc can be integrated with your CRM so these templates can be automatically personalized and sent to the prospect from your sales platform with a click.

Before writing your proposal: how to prepare

1) Collect the critical information to customize your proposal to the client’s specific needs and circumstances. But don’t stop there - seek their feedback to refine the proposal (don’t assume you got it right in the first draft).

2) Make sure you understand the prospect’s decision-making process and criteria. Ask the prospect and try to identify all key stakeholders, decision-makers, and other obstacles involved in the process.

3) Get the client's expectations for the next steps and timelines . Discuss expected timelines with prospects and clarify the steps that will occur after accepting the proposal.

4) Get verbal agreement from the prospect before writing your proposal.

This bit is critical! Only write your proposal after discussing the main points of a possible deal with the prospect and getting their agreement. This will avoid nasty surprises and misunderstandings.

After writing your proposal: presenting to the client

Writing your business proposal is the hard part. But you have to present it effectively to finish the job.

DO NOT SEND YOUR PROPOSAL BY MAIL.

When you send your proposal over email you lose control over the conversation. So always schedule a call to walk the client through the proposal instead of emailing it.

Doing a live walkthrough with the client lets you handle objections, clarify details, and address concerns in real-time.

This is critical for avoiding confusion, doubts, or clients focusing solely on the price.

After presenting your proposal you can send it by email for further review by other decision makers.

NOTE: Do your best to prevent your prospects from printing out your proposal. A 2020 study found that once someone prints your proposal, your chances of landing the deal shrink by 84%!

Another benefit of using digital proposals is that you get engagement analytics that gives you visibility into who inside the client’s organization read the proposal, how long, which slides they focused on, and who they shared it with.

After presenting your proposal

• Plan your negotiation strategy - determine your best and worst-case scenarios for negotiations. Decide on your objectives and what you're willing to compromise on.
• Maintain your influence with follow-up interactions - Schedule a follow-up meeting immediately after presenting the proposal to discuss the proposal and next steps. Also regularly share knowledge and insights to keep the client engaged post-proposal.
• Prepare to handle client queries and requests - Clear proposals lead to more specific questions from prospects. Be ready to provide additional information if requested by the client.

As the Head of Marketing, I lead Storydoc’s amazing content-ops team in our fight to eradicate Death-by-PowerPoint wherever it resides. My mission is to enable decision-making by removing the affliction of bad content from the inboxes of businesses and individuals worldwide.

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

You just finished an amazing meeting with a potential client, they seem ready to pull the trigger and excited to work with you. Then they utter the following sentence: “Please send me a proposal.” And now you have to remember how to write one. This guide will give you a system and guidelines on how to write a business proposal and make that process easy and repeatable.

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

• 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 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.

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.

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.

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.”

The 8 core elements of writing a business proposal

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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 .

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.

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.

Using proposal software to write, send, and 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.

• 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.

• 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.

• 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.

• 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.

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.

How many signatures can you collect in 14 days?

Proposal Rejected: 10 Common Business Proposal Mistakes and How to Fix Them

Find data-backed reasons business proposals fail and find out how to avoid making the same proposal mistakes yourself.

Business Proposal Pricing Mistakes: How (Not) to Present Your Pricing Table

Check out these real-life proposal pricing table mistakes, why they're costing you business, and what to do instead.

How to Write a Great Business Proposal

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. Either way, you’ve realized you won’t be able to get clients to sign on to your services without a formal business proposal. You might be wondering what a business proposal is or how to write one.

A business proposal is a document sent by a business to a potential client. It’s a way for business-to-business companies to sell their services. While that might seem daunting, it’s actually pretty straightforward. 

Thankfully, once you’ve written your first business proposal, you can duplicate it with variations and customize it as much as you want to save time in the future. We’ve put together a step-by-step guide to writing your business proposal, and we’ve outlined an example. Say goodbye to overwhelm! Let’s start with the basics. 

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What is a business proposal?

A business proposal is a document that presents one company’s products or services to another company in detail. Business proposals are often customized for the potential client. It’s a way for the company to market its product and get on the same page as its potential client before they agree to work together.  

With all of this business jargon flying around, you might be wondering, “Is a business proposal different from a business plan?” The answer is yes. A business plan is a structured document that outlines a company’s objectives and how it plans to achieve them. A business proposal is a document that companies use to pitch and sell their products or services to other businesses. 

Business-to-business companies (also called B2B) primarily use business proposals to sell their products to other businesses. Business-to-consumer, or B2C, companies use marketing to sell their products and services. 

When do you need a business proposal?

If you’re a business-to-business company, a business proposal is the best format for soliciting new customers. Business proposals can be unsolicited or solicited. An unsolicited proposal is one that’s uninvited, submitted out of the blue. Unsolicited proposals are sent to drum up interest in a product, similar to a marketing brochure or cold email.

A solicited proposal is sent in response to a request for proposal (RFP); solicited proposals are typically customized for a project or to fit parameters created by a potential client. 

Guidelines for writing a business proposal

A business proposal can be as short as a one-page letter or as long as you need to explain your product or service. However, your potential clients are likely busy, so keep it tight and focused.

A business proposal is typically formatted in a PDF document. You can add your brand’s colors, logos, figures, and more to the proposal to make it shine. The business proposal can be printed or delivered digitally in PDF form. 

It’s recommended that business proposals be customized for both your business’s brand and each potential client. This shows your clients that you care about them, which is typically more persuasive than a generic, cookie-cutter proposal. 

A business proposal should include the following information. 

• Who you are and what your company offers
• The problem your potential client is facing
• The solution your company is offering
• How your company will execute the solution
• An estimate of the cost and time required to implement the solution

How to write a business proposal

Before you write your business proposal, you must get to know the potential client. You want to know what their pain points are so that you can speak to them throughout your proposal. 

If they’ve sent you a request for proposal (RFP), read it thoroughly so that you understand their expectations. Additionally, you may want to schedule a discovery meeting to get to know their problems and objectives in as much detail as possible. 

Once your research is complete, it’s time to create your business proposal. Every company and client is unique, so there’s no set way to write a business proposal. Despite that, there are some essential items you should include and a general format you may want to follow. Here’s a step-by-step approach to writing a business proposal.

1 Title Page

The first page of your business proposal will be a title page. This can include colors, images, and fonts that match your brand. The title page should include your business name, your name, the date you submitted the proposal, and the name of the potential client who will receive the proposal. 

2 Table of contents

​​Your potential clients will likely be in a rush. To help them save time and navigate your proposal, it’s courteous to include a clean table of contents. Format your table of contents in an enumerated list. If your proposal is electronic, make the table of contents clickable so that it’s easier for your clients to find what they’re looking for.  

3 Executive summary

An excellent executive summary will give the potential buyer a clear overview of what your company does and how you can serve them, even if they don’t go on to read the rest of the proposal. Aim to convey your executive summary in two to three thoughtful paragraphs. 

This section should be a succinct overview of what your company does, what sets you apart from your competitors, why it’s the best solution for your potential client, and your company’s qualifications. 

Less is more when it comes to the executive summary. Be clear, concise, and persuasive. You’ll know your summary is complete when you’ve answered the five W’ s—who, what, when, where, and why. 

While this section is about you and your company, you should always consider the customer. Show them that you understand them and their needs . Consider this portion as a combination of an elevator pitch and a cover letter for your business. 

4 Project details

The project details section is where you persuade the potential customer that you’re the right fit for them. You’ll outline the problem statement, propose a solution, and explain your qualifications. 

First, lay out the problem statement. Your product or service is designed to solve a problem they’re having. Describe that problem. Be as specific as possible. Use your previous research to customize this section for the potential client you’re creating the proposal for. 

Next, show them why you’re the perfect fit to solve their problems. How do you plan to deliver the solution? Detail the estimated timeline for your solution and any relevant details about deliverables, products, or services. 

Last, explain why your company is qualified to deliver these solutions. What makes your business stand out ? If you can convey to the client that you’re bringing a unique or custom offer to the table, it can be more persuasive than an off-the-shelf option. Why should they trust you? If possible, quantify this with numbers of customers, awards , qualifications, or other relevant success. 

5 Deliverables and milestones

This section is optional but can help as a visual aid for your potential client. Within the project details section, you can nest a chart that breaks down your deliverables and timeline. This will help set expectations for what you’re offering and when. 

While it may feel uncomfortable, pricing your project within your proposal is necessary. There’s no way around it: Your clients have budgets, and they will be comparing prices. Break down each aspect of the project into individual components within the budget. This can make the pricing feel more manageable to the customer.

You may also want to include optional additional costs. Consider these add-ons. If you recommend specific services or products that you know would benefit that client’s specific situation, including these can showcase your expertise. 

At the end of the budget portion, list the overall complete cost of the scope of work you’ve outlined. Include the payment schedule and payment terms as well. 

7 Conclusion

The conclusion is the last chance to make a brief, compelling case . Distill the information you presented in the rest of your proposal into one final section. Describe how your client will find value in your service or product. Briefly mention your qualifications again. Then, prompt the client to take action by confirming your availability. By now, your proposal should have the client ready to work with you. 

If this is a standardized proposal, make sure your contact information is easily available. If your proposal is customized, you can add the following few sections to encourage the client to accept your proposal and start working with you. 

8 Terms and conditions

This section is optional. If you wrote a custom proposal that you expect your client to accept, include a section where the client can sign and date the proposal, accepting the terms you’ve presented. If you didn’t include it in the conclusion, you should list a brief overview of the project, including the overall timeline, payment schedule, and terms, so that the client understands what they’re agreeing to. 

The appendix is a section for additional information. You don’t have to include an appendix, but if you have any supplemental information that doesn’t fit within the rest of the proposal, you can include it in the appendix. 

You can even reference the appendix within the rest of your proposal to avoid disrupting the flow of other written sections. This is useful for statistics, figures, illustrations, information about your team, or other reference materials you want to share. 

If you don’t have any additional information, omit the appendix.

Business proposal outline example

Below, you’ll find a succinct business proposal sample. This outline is designed so that each numbered point should fit on one page. But your business proposal can be as long or as short as you need it to be. You can put two items on one page for a short business proposal or use three pages for just one item; that’s up to you! 

Your name, your business name, the name of the potential client’s company, and the date you sent the proposal. 

2   Table of contents

An enumerated list of what’s inside your proposal.

3   Executive summary

A brief two to three paragraphs introducing your business and your proposed solution. 

4   Project details

A persuasive section outlining the potential client’s problem, what you offer to alleviate the problem, and what your business’s qualifications are to solve that problem.

a. Problem statement b. Proposed solution c. Qualifications

5   Deliverables and timeline

When you plan to deliver each aspect of your solution plan, at a glance. 

6   Budget 

How much each aspect of your proposed solution will cost, and when payment for each will be due.

7   Conclusion

A brief summary of your proposal. 

8   Terms and conditions

A clear and concise overview of your summary, payment structure, deliverables, and timeline that your potential client agrees to. 

9   Appendix

Any supporting items you want to include that didn’t fit within the body of the proposal, like facts, figures, testimonials, or case studies. 

Business proposal FAQs 

​ A business proposal is a document that presents a company’s products or services to another company, in detail. 

What is the purpose of a business proposal?

A business proposal is a way to market a product or service to acquire new customers. A proposal also allows the providing company to get on the same page as their potential client before the two businesses agree to work together.  

What should a business proposal include?

• An estimate of the cost and time needed to implement the solution

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How to Write a Proposal [ Steps & Examples]

Presenting your proposal to a stakeholder is a crucial opportunity to gain the confidence and support needed to begin realizing your academic dream. Your project proposal is the key to making this happen, so it's essential to ensure it is both professional and persuasive. This will increase your chances of getting the support you need. In this guide, I will show you how to write a compelling proposal, enabling you to successfully achieve your goals.

When do we Need Proposal and its Structure

Understanding when to write a proposal and how to structure it effectively is crucial for success in many professional and academic contexts. Let's explore the scenarios that call for proposals and break down their typical structure.

When Do We Need Proposals?

Proposals are essential documents in various situations where you need to present an idea, plan, or solution to decision-makers or potential collaborators. Here are some common scenarios where proposals are necessary:

Business Projects:

When pitching a new product or service to potential clients

When seeking approval for an internal project from management

When responding to a Request for Proposal (RFP) from a potential client

Funding Requests:

When applying for grants from government agencies or private foundations

When seeking investment from venture capitalists or angel investors

When requesting an increased budget for a department or project

Academic and Research Contexts:

When proposing a research project or study

When applying for research funding or scholarships

When suggesting changes to academic curricula or programs

Community and Non-Profit Initiatives:

When proposing a community development project

When seeking partnerships with other organizations

When requesting support or resources from local government

Policy Changes:

When suggesting new policies or amendments to existing ones in an organization

When proposing legislative changes to government bodies

Event Planning:

When pitching an idea for a conference or large-scale event

When proposing a new company-wide initiative or program

Consulting Services:

When offering solutions to a client's specific problem

When proposing a long-term consulting arrangement

In essence, any situation where you need to persuade others to support your idea, provide resources, or take a specific action may call for a well-crafted proposal.

Typical Structure of a Proposal

When crafting a proposal, understanding the function and importance of each structural element is crucial. Let's break down the most critical components:

1. Executive Summary: The executive summary is arguably the most crucial part of your proposal. It's often the first (and sometimes only) section that decision-makers read thoroughly.

2. Introduction (Problem Statement): The introduction sets the stage for your proposal by clearly defining the problem or need you're addressing.

3. Proposed Solution / Project Description: This section is the heart of your proposal. It's where you present your ideas and plans in detail.

4. Qualifications: In this section, you establish why you or your team are the right choice for this project.

5. Timeline: A clear timeline is crucial for setting expectations and demonstrating your planning abilities.

6. Budget: The budget section is critical, especially for proposals seeking funding.

7. Expected Outcomes / Benefits: This section ties everything together by clearly stating what will be achieved.

Remember, this structure is flexible and can be adapted to suit your specific needs and the expectations of your audience. Some proposals might combine or omit certain sections, while others might require additional components.

Types of proposals

Understanding the different types of project proposals can help you create your document to best fit your audience and objectives. Here are six common types of project proposals with examples to illustrate each one:

1.Solicited Proposals

A solicited proposal is submitted in response to a Request for Proposal (RFP), where a project opportunity is announced, and you’re asked to submit a bid. For example, the city government issues an RFP seeking innovative solutions for sustainable urban development. Your proposal on the topic "Green Infrastructure Development for Urban Sustainability" will need to include thorough research on sustainable practices, detailed design plans, a well-thought-out budget, and a clear demonstration of your team’s expertise. The goal is to stand out among other competitors and convince the city that your plan is the best choice.

2.Unsolicited Proposals

An unsolicited proposal is when you propose a project idea without any prior request. For example, you notice a growing need for a new educational app that can enhance remote learning, and you pitch this idea to a tech company. Your proposal on the topic "Innovative Educational App for Remote Learning Enhancement" must be particularly compelling, showcasing the app’s unique features, explaining its market potential, and demonstrating how it aligns with the tech company’s goals. Persuading them to invest in your idea will require a strong, persuasive argument.

3.Informal Proposals

An informal proposal is submitted when a client shows interest in your services but hasn’t issued a formal RFP. For example, a potential client inquires about your web design services. Your proposal on the topic "Revamping XYZ Company's Online Presence with Modern Web Design" should be tailored to the client’s needs. Include examples of past work, timelines, and cost estimates to highlight your expertise and the benefits of your services. The aim is to convince the client that your approach will effectively enhance their online presence.

4.Renewal Proposals

A renewal proposal is used when you want to extend an existing contract with a client. For example, your marketing firm’s contract with a client is about to expire, and you wish to renew it. Your proposal on the topic "Extending Digital Marketing Services for Continued Growth" emphasizes the successes achieved during the current contract period, such as increased web traffic and lead generation. It also outlines future plans to demonstrate ongoing value, persuading the client that renewing the contract will continue to benefit their business.

5.Continuation Proposals

A continuation proposal is needed to update stakeholders on the progress of an ongoing project. For example, your research project on climate change impacts is progressing, and you need to inform the funding organization. Your proposal on the topic "Progress Update on Climate Change Impact Research" provides a detailed update on completed milestones, current activities, and upcoming steps. It keeps stakeholders informed and engaged by showing how the project is advancing towards its goals, without needing to persuade them of its value again.

6.Supplemental Proposals

A supplemental proposal is used when you need additional resources for an ongoing project. For example, halfway through developing a new AI product, you realize you need more funding. Your proposal on the topic "Request for Additional Resources for Advanced AI Product Development" explains the progress made so far, identifies why additional resources are necessary (such as encountering unforeseen technical challenges), and persuasively argues for the extra investment. The objective is to ensure stakeholders understand the need for more support to successfully complete the project.

How to Write a Proposal in 7 Steps [Higher Efficiency & Better Results]

Learning how to write a proposal for a project or research paper is a vital skill that can open doors to new opportunities, secure funding, or attract clients. However, many students find themselves overwhelmed and confused after browsing various online tutorials and guides. To address this, I’ve created a straightforward guide that outlines how to write a proposal step by step, with examples to ensure that your next proposal achieves the desired results.

1. Introduce Yourself and Define the Problem

The first step in writing a stellar proposal is to set the stage with a strong introduction. This is your chance to make a lasting first impression, so make it count!

Begin by clearly stating who you are and why you're uniquely qualified to address the issue at hand. Provide relevant background information about yourself or your organization that establishes credibility.

For example:

Next, delve into defining the problem. Paint a vivid picture of the issue you're addressing, using data and real-world examples to illustrate its significance. This helps your reader understand the urgency and importance of finding a solution. For instance:

By clearly defining the problem, you're setting the stage for your proposed solution and demonstrating your thorough understanding of the situation.

2. State Your Purpose and Present Your Solution

With the problem clearly defined, it's time to articulate the purpose of your proposal and present your solution. This is where you transition from the problem to the possibility of positive change.

Start by explicitly stating the purpose of your proposal. Are you seeking funding? Approval for a new project? Or perhaps you're offering services to solve a specific issue? Be clear and direct.

Now, it's time to shine the spotlight on your solution. Present it with confidence, highlighting how it directly addresses the problem you've outlined. Be sure to:

Explain your solution in clear, jargon-free language

Highlight the key features and benefits

Demonstrate how it solves the problem more effectively than existing solutions

For instance:

Always strive to make this part as clear as possible, and ensure your solution is both innovative and feasible. It’s crucial to balance ambition with practicality to maintain credibility. If you need help improving your writing, use the WPS AI 'Improve Writing' feature. This will enable you to present your purpose and solution most effectively, helping your readers understand the proposal better.

3. Define Goals, Objectives, and Deliverables

With your solution presented, it's crucial to outline clear goals, objectives, and deliverables. This step transforms your idea from a concept into an actionable plan, giving your proposal structure and measurability.

Start by defining your overarching goals. These are the big-picture outcomes you aim to achieve.

Next, break down these goals into specific, measurable objectives. These should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For instance:

"Decrease average commute times by 30% within six months of system implementation."

"Reduce traffic-related carbon emissions by 25% within the first year."

"Improve emergency vehicle response times by 40% within three months of launch."

Finally, outline the concrete deliverables of your project. These are the tangible outcomes or products that you'll provide. Be specific about what will be delivered, when, and in what form.

By clearly defining your goals, objectives, and deliverables, you provide a roadmap for success and offer decision-makers concrete metrics to evaluate your proposal's potential impact. To enhance the impact of your objectives, consider presenting them in a bullet list or table format . While this may require some effort in formatting, you can streamline the process by using the WPS AI 'Change Layout' feature to quickly adjust the layout.

4. Highlight What Sets You Apart

In a sea of proposals, it's crucial to make yours stand out. This step is all about showcasing your unique qualifications, innovative approaches, or any other factors that make your proposal the best choice.

Start by identifying your unique selling points (USPs). These could be:

Specialized expertise or experience

Innovative technology or methodologies

Proven track record of success in similar projects

Strong partnerships or collaborations

Cost-effectiveness or efficiency of your approach

Don't be afraid to draw comparisons with alternative solutions, highlighting why yours is superior. However, maintain a professional tone and avoid disparaging competitors. Instead, focus on the strengths of your approach:

Remember to back up your claims with evidence whenever possible. This might include data from previous projects, testimonials from satisfied clients, endorsements from industry experts, or findings from research projects. For assistance in quickly gathering such evidence, consider asking the WPS AI chatbot for help.

5. Outline Your Plan, Schedule, and Budget

Now that you've convinced your reader why your proposal is the best choice, it's time to get down to the nitty-gritty details of how you'll make it happen. This step is all about demonstrating that you have a well-thought-out plan for implementation.

Start by outlining your plan of action. Break down the project into clear phases or steps, explaining what will be done in each.

Next, present a detailed project schedule. A Gantt chart or timeline can be an effective visual aid here. Be sure to include key milestones and deadlines. To make it professional, consider using Gantt chart templates available on WPS. These professionally designed templates can save you time, and you can edit and format them directly in WPS Spreadsheet to personalize them as needed.

Finally, provide a comprehensive budget breakdown. Be transparent about costs and how funds will be allocated.

Explain how this budget offers value for money, perhaps by comparing it to the potential savings or benefits the project will bring:

By providing a clear plan, schedule, and budget, you're demonstrating that you've thought through all aspects of the project and are ready to hit the ground running.

6. Tie It All Together and Finish with a Call to Action

As we approach the conclusion of your proposal, it's time to bring all the elements together and leave a lasting impression. This step is about reinforcing the key points of your proposal and compelling your reader to take action.

Start by summarizing the main points of your proposal. Remind the reader of:

The problem you're addressing and its significance

Your innovative solution and how it solves the problem

Your unique qualifications and what sets you apart

The clear goals, objectives, and deliverables you've outlined

Your well-structured plan, timeline, and budget

Next, reinforce the benefits of your solution. Paint a picture of the positive outcomes that will result from implementing your proposal. This helps the reader envision the future you're proposing:

Finally, end with a clear and compelling call to action. Be specific about what you want the reader to do next. This could be scheduling a meeting, approving the proposal, or taking the next step in the decision-making process. Make it easy for them to say yes:

By tying everything together and providing a clear next step, you're making it as easy as possible for the decision-maker to move forward with your proposal. But don’t get carried away; make sure you’re not just talking for the sake of it. Keep it concise and to the point—if it’s too long, the reader might not read it thoroughly. To avoid such situations, try using WPS AI’s 'Make Shorter' feature to condense your content a bit.

7. Close the Proposal and Provide Contact Details

The final step in crafting your proposal is to close it professionally and ensure that you're easily reachable for any follow-up questions or discussions. This step, while often overlooked, is crucial in maintaining the professional tone of your proposal and facilitating further communication.

Start with a brief closing paragraph that expresses your enthusiasm for the project and your appreciation for the reader's time and consideration.

Next, provide your full contact details. This should include:

You might also consider including your availability for follow-up discussions:

If there are any supporting documents or appendices that accompany your proposal, mention them here and explain how to access them:

Finally, end with a courteous and forward-looking statement:

By closing your proposal professionally and providing comprehensive contact information, you're ensuring that the lines of communication remain open. You're making it easy for the decision-maker to reach out, ask questions, and take the next steps toward bringing your proposal to life.

Before sending out your proposal, make sure to use the WPS AI spell check to ensure your proposal is error-free. You don’t want a perfectly structured proposal with a great idea to be communicated with any grammatical errors, as it leaves a bad impression.

Here are some examples of proposal formats to help illustrate how well-structured proposals can look:

1.Research Proposal

2.Project Proposal

3.Business Proposal

Bonus Tips: How to Perfect your Proposal- using WPS AI

Your proposal should convey the message in the clearest way possible, avoiding unnecessary tangents and ensuring your message is simple yet persuasive. This approach helps prevent your proposal from coming across as immature or impulsive. WPS Office ensures your project proposal is well-written, allowing you to clearly state your objectives while leaving the rest to its robust features.

WPS Office can assist you with various proposal-related tasks, including:

Outline Your Proposal:

WPS Office helps you create a structured outline for your proposal, ensuring all key components are covered. This includes sections for the executive summary, project background, proposed solution, deliverables, required resources, and conclusion. A clear outline guides your writing, making sure you don't miss any important points and that your proposal flows logically.

Summarize Key Points:

WPS Office assists in summarizing the key points of your proposal effectively. With its AI capabilities, it can highlight the most important aspects of your project, ensuring that the summary is concise and compelling. This feature helps in capturing the essence of your proposal in a way that grabs the attention of stakeholders and makes them want to read more.

Grammar and Style Check:

To ensure your proposal is professional and polished, WPS Office offers comprehensive grammar and style checks. It corrects grammatical errors, suggests better word choices, and enhances the overall readability of your document. This ensures that your proposal is free of mistakes and written in a clear, professional tone.

Formatting Assistance:

Proper formatting is crucial for making your proposal look professional and easy to read. WPS Office provides formatting assistance, helping you with the layout, font styles, headings, bullet points, and other formatting elements. This ensures your proposal is visually appealing and organized in a way that highlights the most important information.

FAQs about Writing a Proposal

1. why are proposals important.

Proposals are crucial as they provide a clear presentation of an idea and outline your needs in writing, aiding supervisors in making informed decisions. They enable you to make a structured, logical argument, reflecting your commitment and careful consideration. A well-prepared proposal demonstrates that your idea is well thought out rather than a spontaneous suggestion. To maximize its impact, ensure that you thoroughly review and refine the proposal before submission.

2. What is a project proposal?

A project proposal is a comprehensive document that outlines the details of a project. It explains the project's purpose, importance, implementation plan, and estimated costs. It also specifies the team involved and how success will be measured. This proposal is designed to convince stakeholders, including managers, investors, or potential partners, of the project's worth and to obtain the resources needed for its successful implementation.

3. How long should a proposal be?

The length of a proposal depends on how detailed the project is and what the recipient requires. It can be as short as a few pages for straightforward proposals or as long as numerous pages, such as 20, for more in-depth plans.

Create a Persuasive Proposal With WPS Office

When writing a proposal, remember to be confident in what you present because your display of confidence is crucial in impacting your success in getting approval. Research thoroughly and gather all the necessary support to strengthen your proposal. As you build your confidence, don't forget to utilize WPS Office while figuring out how to write a proposal because there is no better tool to help you write your proposal better. Download WPS Office now and create a phenomenal proposal that will astound your audience.

• 1. How to Write a Research Paper [Steps & Examples]
• 2. How to Write A thesis statement - Steps with Examples
• 3. How to Write A Literature Review - Steps with Examples
• 4. How to Write an Argumentative Essay- Steps with Examples
• 5. How to Write a Hook- Steps With Examples
• 6. How to Write a Call to Action - Steps with Examples

15 years of office industry experience, tech lover and copywriter. Follow me for product reviews, comparisons, and recommendations for new apps and software.

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With the future secured, Rays make plans, prepare to break ground

The tampa bay rays plan to move forward with the team's new stadium and the 86-acre redevelopment around it after years of trying to work out a deal that would keep the team in town for the long term..

• By Louis Llovio
• | 5:00 a.m. August 9, 2024
• | 2 Free Articles Remaining!

• Tampa Bay-Lakeland

Brian Auld stood before an audience of about 70 people on Oct. 1, 2021, to sell an idea.

As president of the Tampa Bay Rays, he had been dispatched to Oxford Exchange near downtown Tampa to present the team’s latest proposal at a community breakfast. 

The plan, he told those gathered at the café and bookstore that morning, was for the Rays to divide their seasons. Half the games would be played in either Tampa or St. Petersburg. The other half in Montreal. Each community would get a new, smaller stadium. Playoff games would alternate cities each season.

It seemed hairbrained at the time, but after almost 20 years of trying and failing to secure a deal for a desperately needed new ballpark in the Tampa Bay market, that’s what the Rays were left with. Coming up which hairbrained ideas.

Well, those days are now a distant memory.

The team won final approval July 31 for the funding needed to build a new stadium in St. Petersburg and now for the first time since the early 2000s the organization’s off-the-field focus isn’t on coming up with ideas for a ballpark but on construction schedules.

“We've been on the other end of it a few times now,” says Auld. “So, I can guarantee you, this side feels better.”

Construction on the new $1.3 billion ballpark is expected to begin with a groundbreaking in January. While it’s a little later than the team originally expected when it first reached a deal with St. Petersburg, it will be complete in time for Opening Day of the 2028 season.

That date is important because the Rays’ lease on Tropicana Field where it now plays expires at the end of the 2027 season.

Auld is confident the timeline can be met, citing the architect’s experience building ballparks and “other massive stadiums.”

But, he says, “Nothing is ever guaranteed. And if we need to pivot one way or another, we'll be prepared to do that.

“But everyone in our team is focused on Plan A and making sure that we're ready to go in 2028.”

The stadium will be built just east of where Tropicana Field now sits. It is being called a “neighborhood ballpark” that will seat 30,000 for baseball games with “at least 25,000 fixed seats in a variety of options over three levels.

The pavilion design will have a fixed roof described as peaking over the playing field and sloping toward the street. Along with an array of windows to allow for natural light, the team says there will be “a welcoming porch — evoking the front porches that serve as gathering places for friends and neighbors in many St. Petersburg neighborhoods.”

Building the new ballpark, while costly and complicated, will also allow the team to settle into a new home and ease worries among fans and officials that it may not be around for the long term.

“We've got an opportunity to bring people in, in some ways for the first time again,” Auld says.

“You can imagine that someone who might have been interested in buying season tickets in 1998 hasn't had the same kind of reason to invest again because we haven't had this sort of a momentous change until now.”

The new stadium will allow the Rays to harness that interest in order to build a solid season ticket base and to also bring in more corporate sponsorships and local businesses.

Then the team needs to hold on to that once the initial novelty wears off, Auld says.

“This is a chance to make a once in a generation leap forward in terms of our revenues and then to do what we have gotten very good at doing, which is providing an outstanding fan experience and winning a whole lot of baseball games so that those people stay in the fold. Not just in that opening year of excitement, but for the entire 30-year life of the ballpark.”

The final piece of the puzzle to make the new stadium a reality came July 31 when the Pinellas County Commission agreed to dedicate $312.5 million in bed tax revenue to the construction of the new ballpark.

Along with the county, the city of St. Petersburg is contributing $287.5 million and the team will pay $700 million. It is also responsible for cost overruns and will manage, operate and maintain the stadium.

The property for the ballpark and two parking garages will be owned by the county which will lease it to the city. The city will then sublease it to the Rays for 30 years, with an option to extend beyond that.

The team also signed a non-relocation agreement committing it will stay in the city for the duration of the lease.

The stadium is just one part of a massive, $6.5 billion, 86-acre redevelopment of the Historic Gas Plant neighborhood that the Rays have agreed to build.

The project, when complete, will include an 8 million-square-foot multi-use development that is expected to deliver more than 5,400 residential units; 1,250 workforce and attainable housing units; 1.4 million square feet of office and medical space; 750,000 square feet of retail space; 750 hotel rooms; and 14 acres of parks and open space. This along with the Woodson African American Museum of Florida and an amphitheater.

As part of the agreement, the city will put in a maximum of $130 million for infrastructure work with the team and its development partner Hines putting in more than $51 million for the infrastructure, as well as covering any additional costs.

Auld says the plans are to build the first piece of the redevelopment alongside the stadium, with the goal of having both online Opening Day 2028. That first phase, which will cost about $1.5 billion, will include a hotel, retail village and some affordable housing.

While the Rays have partnered with Houston-based developer Hines on the project, Auld says the team will be actively involved in the redevelopment.

“We will be putting our fingerprints on how that works,” he says. “We think it's very important that the developments surrounding the ballpark mesh with it in a way that is as seamless as possible.”

When Auld spoke to the Business Observer about the new stadium and what comes next, the situation was vastly different from that long-ago October morning at Oxford Exchange.

The deal was done, talking was over and work was about to start.

There was still a crowd, though, and it was loud enough Auld had to step away to be heard on the phone.

“We’re having a little staff celebration over here,” he says.

“Whenever you come out victorious, so to speak, on that kind of an endeavor it feels really good.”

Louis Llovio

Louis Llovio is the deputy managing editor at the Business Observer. Before going to work at the Observer, the longtime business writer worked at the Richmond Times-Dispatch, Maryland Daily Record and for the Baltimore Sun Media Group. He lives in Tampa.

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• August 15, 2024

Tampa-based insurance firm expands out of state

Sarasota City Manager Marlon Brown announces his retirement

Retail space near Rays stadium site sells for $2.4M

Tampa environmental firm acquires 42-employee California business

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No tax on tips: Why politicians love it, and economists don't

Luke Garrett

Republican vice presidential candidate Sen. JD Vance, R-Ohio, signs a check "no tax on tips!!" as he leaves $200 in cash for a gratuity at the Park Diner, in Waite Park, Minn., on July 28. Alex Brandon/AP hide caption

Vice President Harris and former President Donald Trump don't agree on much — especially when it comes to economic policy. But they both want to get rid of taxes on tips.

At a campaign rally in Nevada, Harris joined Trump in supporting tax-free tips.

"It is my promise to everyone here, when I am president, we will continue to fight for working families, including to raise the minimum wage and eliminate taxes on tips for service and hospitality workers," Harris told a crowd at the University of Nevada in Las Vegas on Saturday.

Trump has been campaigning on the "no tax on tips" policy since June, after a Las Vegas server told him the government was taking too big of a cut from her tipped wages. Trump touted this policy in Milwaukee during the Republican National Convention.

But soon after Harris promised to do away with taxes on tips this weekend, Trump criticized the move as being done for "Political Purposes."

What is the new etiquette for tipping?

"This was a TRUMP idea - She has no ideas, she can only steal from me," Trump posted on Truth Social. "Remember, Kamala has proposed the LARGEST TAX INCREASE IN HISTORY - It won’t happen."

In response, a Harris campaign official told NPR that the vice president's policy proposal is distinct from Trump's — and she intends to deliver on it.

"As president, she would work with Congress to craft a proposal that comes with an income limit and with strict requirements to prevent hedge fund managers and lawyers from structuring their compensation in ways to try to take advantage of the policy," the official, who isn't authorized by the campaign to speak publicly, said. "Vice President Harris would push for the proposal alongside an increase in the minimum wage."

Regardless of its origin and ownership, the no tax on tips idea is gaining bipartisan political steam. On Capitol Hill, Sen. Ted Cruz, R-Texas, introduced the No Tax on Tips Act in July with the support of Democratic Sens. Catherine Cortez Masto and Jacky Rosen, from Nevada , and the powerful Culinary Workers Union Local 226. A companion bill — introduced by Florida Rep. Byron Donalds — is also making its way through the House.

But to senior fellow at the Urban-Brookings Tax Policy Center Steve Rosenthal, this idea is a "bad" one.

"We're in a campaign season — silly season," Rosenthal, who has years of experience designing tax rules for Congress, quipped. "A race to the bottom would be a better way to describe tax policy here."

To tip or not to tip? 3 reasons why tipping has gotten so out of control

For Rosenthal, the idea fails on three counts: equity, efficiency and revenue.

A national ban on taxing tips would disproportionately benefit, for example, a South Carolina server who earns a reduced minimum wage and makes a large portion of their income through tips. While a server in California, where tips make up a smaller portion of their income, would benefit less.

"Why treat employees, who perform similar kinds of services, much different from a tax standpoint just because the first earn tips and the second don't?" the tax lawyer said.

Rosenthal went on to say that a no tax on tips law would be extremely difficult to efficiently administer, regulate and oversee.

"How are we going to tell who is receiving a tip, and when that tip crosses a line into wages?" Rosenthal said. "How will we prevent investment bankers, say, from getting tips? And if we impose income limits, well, wouldn't we expect low paid workers just to demand a tip rather than compensation?"

Ultimately, he said, it would distort the labor market. But the biggest barrier for Congress is the money they'd lose.

"The revenue on this proposal to exempt tips from taxation is something like a couple hundred billion over a 10-year period," he said. "That's a big number for Congress to swallow."

Garrett Watson, senior policy analyst at the Tax Foundation, largely agreed with Rosenthal.

"The underlying policy basis, I think, is weak at best," Watson said.

He also pointed to a recent study from The Budget Lab at Yale University, which found that only 2.5% of workers would benefit from a no tax on tips policy.

Despite this, Watson said he is eager to get more details from both campaigns on how they plan to implement this relatively new tax proposal.

"A lot of tax ideas that come up have had years or decades of ideas behind them," Watson said. "Here, not so much. So, I definitely think that there are versions of this that are more defensible than others in terms of the policy design."

While Vice President Harris voiced her support for the no tax on tips policy on Saturday, the Culinary Workers Union Local 226 endorsed the Democratic presidential nominee and her new policy position.

"As the largest organization of working women in Nevada, the chance to elect the first woman president of the USA is both energizing and historic and we are ready to make history together," the union said in a statement over the weekend. "Culinary Union has led the fight for over 30 years for fair taxation on tips and our union supports the ban on taxes on tips."

So far, neither campaign has released their full tax-free tips policy proposal.

Correction Aug. 12, 2024

In an earlier version of this story, the name of Florida Rep. Byron Donalds was misspelled as Bryon.

• tipped wages
• Vice President Kamala Harris

Trump wants to cut Social Security taxes for seniors. It's not as good as it sounds.

• Former President Donald Trump proposed ending taxes on Social Security benefits for older adults.
• One expert says the policy could add $1.6 trillion to the federal debt over 10 years and deplete the program's funds faster.
• Millions of American boomers are already struggling to get by on limited savings and fixed incomes.

Former President Donald Trump said that if he's elected, he'd cut taxes on Social Security benefits for older Americans — but the policy risks shrinking those funds sooner than expected.

In a Wednesday interview on " Fox & Friends ," the Republican presidential nominee said he plans to eliminate taxes on Social Security benefits, which apply to all individuals with a household income above $25,000. This group pays income tax on 50% of their benefits, and people with a higher income are often taxed more.

"We can do a lot of things to help the people," Trump said during the interview. "People on Social Security are being killed, and one of the things I'm doing is no tax for seniors on Social Security, and I'll get it done quickly."

Trump had previously pitched his plan to eliminate taxes on Social Security, writing on his social-media platform Truth Social on July 31: "SENIORS SHOULD NOT PAY TAX ON SOCIAL SECURITY!"

Garrett Watson, a senior policy analyst at The Tax Foundation, published a blog post on August 2 calling the proposal to eliminate taxes on Social Security benefits "unsound and fiscally irresponsible," arguing that doing so would add $1.6 trillion to the federal debt over 10 years and cause the Social Security and Medicare trust funds to dry up more quickly.

According to the latest Social Security and Medicare Trustees report, the program will be able to pay out full benefits for 11 more years , after which they will shrink if Congress doesn't act to increase funding. The average monthly Social Security check in 2024 is about $1,780, and many baby boomers rely on Medicare as their only source of health insurance.

Business Insider has talked to several boomers without retirement savings , many of whom are falling behind on bills or forgoing retirement entirely. According to the Census Bureau's Population Survey, over half of older adults in the US have an annual income of  $30,000 or less .

While tax breaks might help in the short term, boomers are scared their Social Security benefits could be significantly cut in the next decade. With Trump's proposed policy, it's a risk.

"It scares us to death because we'll still be here, God-willing," a boomer in Illinois previously told BI. "How are we to survive?"

Trump has vowed not to cut Social Security

Trump has previously taken a strong position on Social Security — one at odds with many members of his own party who have faced criticism from Democrats for calling for Social Security cuts. For example, Trump said in January 2023 that "under no circumstances should Republicans vote to cut a single penny from Medicare or Social Security."

Related stories

"Cut waste, fraud and abuse everywhere that we can find it and there is plenty, there's plenty of it," he said in a video message. "But do not cut the benefits our seniors worked for and paid for their entire lives. Save Social Security, don't destroy it."

Trump's platform, which was adopted by the Republican National Committee, vowed to preserve Social Security and Medicare benefits while ensuring there would be no cuts or changes to the retirement age. Older adults can start collecting Social Security at age 62 right now, and the official retirement age is typically 67, though it varies slightly by birth year.

Even with Trump's pledge to protect retirees' benefits, Democratic lawmakers have continued to criticize the GOP and some of their proposals to change the program by raising the retirement age.

"As long as I am President, I will keep strengthening Social Security and Medicare and protecting them from Republicans' attempts to cut benefits Americans have earned," Biden said in a May statement .

Vice President Kamala Harris, the Democratic presidential nominee, has not yet released a policy outline on Social Security, but she's expected to continue Biden's work to expand Social Security benefits and to protect Medicare and the Affordable Care Act .

Watch: The biggest revelations from Trump's tax returns

• Main content

How To Create A Successful Marketing Plan

Published: Aug 13, 2024, 7:15am

Table of Contents

What is a marketing plan, marketing plan vs. marketing strategy, why businesses need a marketing plan, essential marketing channels, how to create a marketing plan, bottom line, frequently asked questions (faqs).

The difference between a flourishing business and a floundering business often comes down to an effective marketing campaign. This is especially true for small businesses. Every successful marketing campaign starts with a well-thought-out marketing plan. In this article, we will guide you through the steps on how to create a top-notch marketing plan to help put your business on the road to success.

A marketing plan is essentially a roadmap that guides businesses through the complex terrain of promoting their products or services. Think of it as a blueprint that details specific marketing campaigns, timelines, target audiences and channels such as social media , email or traditional media. Your plan should also establish clear metrics for success, the methodology used to evaluate performance and allocated budgets.

It is important to note that a marketing plan is not a static document. It is supposed to be an ever-evolving plan that adapts to market trends, customer feedback and the successful or unsuccessful marketing efforts. If done properly, a marketing plan will help you synchronize your marketing objectives with your overall business goals and ensure every marketing activity aligns with your broader vision of growth.

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Some assume that “marketing plan” and “marketing strategy” are the same thing, but be aware they hold distinct meanings and serve different purposes. A marketing strategy is more big-picture thinking. It identifies your target market, your value proposition, how you position yourself against competitors and how you will sustain your value over time. It involves deep insights into your customers’ needs, market trends and competitive analysis. It is essentially the “why” behind all your marketing actions.

The marketing plan, on the other hand, details the “what” and the “when” of those efforts. Once you have your marketing strategy outlined, you can begin to create a marketing plan. The plan should outline the specific campaigns, activities and tactics you’ll use to carry out the strategy. This includes details on the marketing channels you’ll use, the timeline for implementation, the budget and the key performance indicators you’ll track to measure success. It’s a blueprint that translates the strategy into actionable tasks and schedules.

A carefully crafted marketing plan can be a game-changer for small businesses dreaming of steady growth and a competitive edge over larger companies. Marketing plans with smart strategies and targeted campaigns can level the playing field by helping small businesses carve out their niche. It provides a clear roadmap that aligns marketing efforts with business objectives to ensure every marketing action contributes to the broader company goals.

This focused approach saves small businesses money by efficiently focusing resources instead of using a scattergun approach that can drain limited budgets. By identifying and understanding target markets, businesses can tailor their messaging to meet specific needs, which increases the likelihood of conversion. A solid marketing plan offers a framework for measuring success by setting benchmarks. With careful tracking, small businesses can quickly see what’s not working and adjust strategies in real time for better outcomes.

Today’s businesses have a wide array of marketing channels available to them. From highly analytical PPC advertising to engaging in-person event marketing, there’s no shortage of methods to promote your company.

Social Media

During the past two decades, social media has proved to be a highly effective way for small businesses to market themselves at little to no costs. Platforms including TikTok, Facebook, Instagram, X and LinkedIn offer businesses a dynamic platform to engage directly with their audience. They allow for the sharing of content, running targeted ads and fostering community through comments and shares. Effective social media marketing can enhance brand awareness, drive traffic and strengthen customer loyalty.

Email Marketing

Email marketing is another highly effective way to reach an audience directly. Newsletters, promotional offers and personalized content can nurture leads, promote loyalty and drive conversions. Email marketing offers measurable results and high ROI, making it a staple in a digital marketing strategy toolbox.

• Content Marketing

Content marketing involves creating hyper-relevant and compelling content that will act as a magnet to attract a laser-focused group of people. You can create blogs, videos, infographics and podcasts to cultivate an engaged community of followers with whom your brand’s message genuinely resonates.

Search Engine Optimization (SEO)

SEO is the practice of optimizing website content to rank higher in search engine results pages. Effective SEO strategies including on-page optimization, quality link building and keyword research help drive traffic to your website.

Pay-Per-Click (PPC) Advertising

PPC advertising is a method of online marketing where you pay a fee each time someone clicks on your ad. Popular platforms such as Google Ads and Bing Ads guarantee your ads show up first in search engine results for specific keywords, allowing you to bypass the “organic” results. While the pay-per-click fees can add up, this form of advertising provides immediate traffic and measurable results.

Influencer Marketing

Influencer marketing leverages the reach of influencers in specific niches to help you promote your business to a larger audience. When you partner with a credible influencer, you can tap into their loyal followings, gain trust quickly and drive engagement that will hopefully lead to greater sales. Affiliate marketing can complement influencer marketing by allowing influencers to earn commissions on the sales they drive. This performance-based option is cost effective, as you will only pay for actual results.

Event Marketing

Event marketing involves marketing your brand, company or service through in-person or virtual events. It can be anything from interactive webinars and educational workshops to large-scale conferences and industry trade shows. Event marketing gives you the opportunity to directly engage with your audience and hopefully provide a memorable experience for your customers.

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Creating a marketing plan is a step-by-step process. Make sure you take your time with each step before moving on to the next one.

1. Create an Executive Summary

An executive summary is a snapshot of your simplified marketing goals, significant milestones and an outline of future plans. It should encapsulate relevant facts about your brand, setting the stage for the detailed strategy that follows. This section provides stakeholders with a clear understanding of where the company stands and where it intends to go, concisely summarizing the essence of the marketing efforts.

2. Identify Your Target Market

Who are you trying to reach? By identifying your target market you can tailor your marketing strategies effectively to help them reach the people most likely to be interested in your products or services. Outline the characteristics of your ideal customer including age, location, goals, pains and trigger points.

3. Research Your Competitors

Competitor research is a critical step in forming a marketing plan. Analyze the strengths and weaknesses in other businesses in your industry. This insight can help you identify opportunities for differentiation and areas where you can fill in the opportunity your competitors may have overlooked.

4. Determine Your Marketing Goals

Without clear marketing goals, you are just shooting barrels in the dark. Are you trying to increase brand awareness, boast sales or grow your digital footprint? And if so, by how much and in what timeframe? Use the SMART criteria for goal setting, which advises that goals should be specific, measurable, achievable, relevant and time-bound.

5. Establish and Track Benchmarks

Once you determine what your marketing goals are, it is important to track their effectiveness.

To do this, set baseline measurements for key performance indicators related to your goals, such as website traffic, conversion rates or social media engagement. Monitor these benchmarks on a regular basis and adjust strategies as needed to enhance marketing performance.

6. Identify Your Marketing Channels

Are you going to throw all your eggs in the social media basket? Or are you going to diversify your marketing strategy with both digital and in-person events? This step requires a deep dive into the various channels available—be it social media, email marketing, SEO or traditional advertising. When choosing your marketing channels, be sure to ask yourself where your target audience is most engaged.

7. Create a Budget

Finally, create a budget that covers all aspects of your marketing efforts from paid advertising and content creation to software subscriptions and event sponsorships. This will help you stay financially responsible as more marketing opportunities arise.

One of the keys to a successful business is setting yourself apart from the competition. A strategic marketing plan that details your marketing efforts can not only help you stand out but also provide a step-by-step guide toward reaching your business objectives.

What are the main elements of a marketing plan?

The main elements of a marketing plan typically include an executive summary, marketing objectives, target audience definition, marketing strategies, budget and metrics for performance evaluation. It outlines the company’s strategy for attracting and retaining customers by detailing specific actions to achieve campaign goals, timeline with key milestones, channels to be used and team members responsibilities.

What is a realistic marketing budget?

A realistic marketing budget is typically determined as a percentage of a company’s revenue. It is recommended that B2B companies spend 2% to 5% of their revenue on marketing. Because B2C companies typically have a broader range of marketing channels, it is recommended they spend between 5% and 10% of their revenue on marketing.

What should every marketing plan start with?

Every marketing plan should start with a clear mission statement for the marketing department that aligns with the overall mission of the business. This statement should be specific enough to guide marketing efforts but also allow room to adjust the plan as needed. For example, if your company’s mission is “to revolutionize home cooking,” the marketing mission might be “to inspire home cooks and provide them with innovative cooking solutions.”

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Jennifer Simonson draws on two decades as a journalist covering everything from local economic developement to small business marketing. Beyond writing, she tested entrepreneurial waters by launching a mobile massage service, a content marketing firm and an e-commerce venture. These experiences enriched her understanding of small business management and marketing strategies. Today, she channels this first-hand knowledge into her articles for Forbes Advisor.

A New Tax on Imports and a Split From China: Trump’s 2025 Trade Agenda

Donald J. Trump plans to sharply expand his use of tariffs if he returns to power, risking disruption to the economy in an attempt to transform it.

“We will impose stiff penalties on China and all other nations as they abuse us,” former President Donald J. Trump said at a recent rally. Tariffs of up to 10 percent on most foreign goods are possible. Credit... Jordan Gale for The New York Times

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By Charlie Savage Jonathan Swan and Maggie Haberman

• Dec. 26, 2023

Former President Donald J. Trump is planning an aggressive expansion of his first-term efforts to upend America’s trade policies if he returns to power in 2025 — including imposing a new tax on “most imported goods” that would risk alienating allies and igniting a global trade war.

While the Biden administration has kept tariffs that Mr. Trump imposed on China , Mr. Trump would go far beyond that and try to wrench apart the world’s two largest economies, which exchanged some $758 billion in goods and services last year . Mr. Trump has said he would “enact aggressive new restrictions on Chinese ownership” of a broad range of assets in the United States, bar Americans from investing in China and phase in a complete ban on imports of key categories of Chinese-made goods like electronics, steel and pharmaceuticals.

“We will impose stiff penalties on China and all other nations as they abuse us,” Mr. Trump declared at a recent rally in Durham, N.H.

In an interview, Robert Lighthizer, who was the Trump administration’s top trade negotiator and would most likely play a key role in a second term, gave the most expansive and detailed explanation yet of Mr. Trump’s trade agenda. Mr. Trump’s campaign referred questions for this article to Mr. Lighthizer, and campaign officials were on the phone for the discussion.

Essentially, Mr. Trump’s trade agenda aims at backing the United States away from integration with the global economy and steering the country toward becoming more self-contained: producing a larger share of what it consumes and wielding its might through one-on-one dealings with other countries.

Mr. Trump, who calls himself a “tariff man,” took steps in that direction as president, including placing tariffs on various imports, hamstringing the World Trade Organization and starting a trade war with China. If he is elected, he plans a more audacious intervention in hopes of eliminating the trade deficit and bolstering manufacturing — with potentially seismic consequences for jobs, prices, diplomatic relations and the global trading system.

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