How to Write a Strong Proposal Outline + Templates
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When it comes to landing new customers, securing partnerships and funding and closing more deals, a well-crafted business proposal can be your silver bullet.
It's no longer enough to offer quality products and services. You need a compelling business proposal that makes a solid case for your product, attracts clients' attention and sways purchase decisions in your favor.
But how do you write a proposal that wins the hearts and minds of your potential client? What information and tools do you need? What should be in a business proposal?
This article has everything you need to know about writing a business proposal. We’ve included valuable tips and ready-made templates to help you get started.
Here’s a short selection of 8 easy-to-edit job proposal templates you can edit, share and download with Visme. View more templates below:
Let's get to it.
A business proposal is a document sent to prospects persuading them to buy your products or services. It is mostly used by marketers, businesspeople and B2B and B2C companies to secure contracts and convince potential clients, investors, partners, or stakeholders to invest in or support a business idea.
You can send a business proposal in response to a client's request. Better yet, you can share it as a proposed solution to attract your client's attention.
Often, business proposals precede any business agreement and include details such as:
Visualize it from the perspective of the client, just how Richard C. Freed does it in his book Writing Winning Business Proposals:
A Trainer with A. T. Kearney Professional Development
Take a look at these 20 proposal examples to get an idea of what yours can look like. Also, join Mike on this video from our YouTube channel to learn more about proposal design tips and templates. Don’t forget to subscribe and get notified of new videos.
There are generally two main categories of business proposals: unsolicited and solicited.
Solicited business proposals are sent in response to a client's request for a proposal. It may be a request for proposal (RFP), request for information (RFI) or request for quotation (RFQ).
The request outlines the clients' needs and expectations and the evaluation criteria used to select the vendors or service providers.
A solicited business proposal is usually an easier sell for marketers. That’s because the client is already sold on making the purchase or using the service. At this point, the customer is evaluating potential vendors or service providers to get the best value or deal.
This type of business proposal emanates from informal meetings and verbal discussions with clients. Since there's no formal or official request for a proposal from the client, you may have little information to work with.
Nevertheless, you'd have to thoroughly research the organization's unique needs to win the client over.
These are proposals sent to prospects who haven't requested one. It’s more about pitching your business when they haven’t requested a proposal.
An excellent example of this proposal type is a cold email, sales brochure or marketing flyer. This type of marketing content is often generic. And even though it introduces your solution, it may not align with the client's unique requirements.
Here’s how to make prospects pay attention to your unsolicited business proposal:
A winning business proposal should include these key elements
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Your title page is the first thing your client will see when they open your proposal. Aim to make it appealing, professional and engaging as it sets the tone for further engagement.
The title page should contain the following information:
The title page below gives prospective customers a sneak peek into what the proposal is about. Aim to make it aesthetically appealing, as it helps you leave a strong first impression.
Proposals typically contain a lot of information. So, adding a table of contents helps you achieve these three things:
If you're going to send your proposal online, make your table of contents clickable. This will enable your audience to jump to the different sections with a single click.
This business proposal example shows how to craft a table of contents with a beautiful and interactive layout.
The executive summary is the ticket to getting a prospect interested in your proposal. Why's that? Clients receive lots of proposals and may not have time to read the entire content.,
Hence, writing a stellar executive summary can hook them in and nudge them to read on.
It's a summary of the entire business proposal. And you'll typically find it in sales enablement content and other business documents like reports, sales and marketing plans, surveys and more.
While working on your executive summary consider these tips from Thornton and Lowe, “Aim to keep your executive summary concise - around 5-10% of your full proposal length. This gives readers a quick overview without overwhelming them with details. Remember, your goal is to entice the reader to dig deeper into your full proposal. A well-crafted executive summary opens the door to further discussion and potential business.”
At a glance, your readers should get a bird's eye view of:
This business proposal template below has a brief executive summary. It highlights what the company does, the proposed services, costs and timeline.
Remember to personalize the executive summary for the prospect receiving it. According to a study by Proposify, “When 30% of an executive summary is customized for each prospective client, close rates rise by a whopping 50%.”
The company background is a key aspect of the business proposal introduction. This is where you provide detailed information about your company. You should discuss your company's history, vision, mission and key staff here.
Be sure to include pictures and profiles of the executives and key personnel with experience related to your proposal. Showcase milestones, awards and industry recognition to build credibility and boost prospects' confidence in your company.
Notice how the template below offers elaborate information about the company.
This section should outline your prospect's needs, problems and pain points. To drive a client's interest or develop a sense of urgency, explain the issues your client is facing and how they impact their business.
Writing a compelling problem statement does these three things:
But how do you identify your client's needs? The simple answer is, that you have to do your homework. Research your client's business and study other companies in their niche and industry trends.
Your business proposal aims to help the prospect solve their problems. Hence, this section should address how you intend to achieve that.
Let your clients know the strategy and methods you'll use, why you chose that approach, deliverables and expected outcome.
Avoid making your proposed solution sound generic. Instead, customize it to your client's needs. Above all, paint a mental picture of how their business will turn out after implementing your solution.
At this point, you should translate your proposed solution into an action plan. Start by elaborating on the areas you'll cover during the project execution.
Check that the scope of work is relevant to the potential client's statement of needs or problems. You should also try to avoid or translate industry jargon that the reader may not understand.
This section should include an estimated timeline of when the project will start and finish and how long it will take. We recommend presenting the project schedule, milestones, timeline and deliverables in a visually appealing way.
Check out the business proposal template below to get creative inspiration.
This page should convince prospects that you're the best person or company for the job. Talk about your capabilities, experience, expertise and your team's qualifications. Also, reiterate why they should trust you to deliver.
Your job is to dispel any iota of doubt and boost the client's trust in your brand. You can include social proof like testimonials, reviews, case studies and client success stories. Also, mention relevant credentials, recognition or awards to demonstrate your authority.
Feel free to include a portfolio of the work you've done before or a list of clients you've served.
This section should outline your pricing, payment schedule and payment terms. Be sure to display the line items, the incremental cost and the total fee. You can also include a price per unit rate or a fixed monthly or hourly rate.
We recommend providing clients with options or breaking your fee into project stages or milestones. That way, the client knows his options and what he's paying for.
Not sure how to achieve this? Use an interactive pricing comparison table that automatically adjusts when the client selects the preferred product, service or plan.
Use this section to indicate when you'll require payment upfront, before or after each milestone or after project completion. Also, specify whether any portion of the payment is refundable in the event of an unforeseen event.
Look at how the business proposal template below elaborates on the budget and pricing information.
Thank the reader for considering your business. Next, summarize your proposal in this section and get the client in the mood to hire your company or purchase your solution.
Highlight the key points of your business proposal. Plus, reiterate your value proposition and why the client should choose you.
Mention that you're available for further discussion on your proposal. Add phone numbers, email and office address to enable your prospects to reach you.
This is where you outline every legal aspect of the proposed business relationship. This part has to be as clear as possible to avoid disputes or legal issues.
If you're unsure what to include in your proposal, check with your lawyer or legal team. They'll highlight the legalities, confidentiality agreements and elements of a working contract.
The template below is an excellent example of how to outline your terms and conditions.
Include a small section at the end of your proposal where both parties (you and the client) can sign off if they agree to the terms of your proposal. You can include your contact details here and prompt the client to contact you if they have any questions or concerns.
The appendix section is perfect if you have visuals, tables or other content you've cited in your content. For instance, let's say you mentioned products, materials and other tangible items you plan to use during the project. In that case, you can include the product catalog in the appendix section.
You now understand how to create a business proposal and what should be in a business proposal. Here are some design tips to make your business proposal attractive.
Don't make assumptions about your audience. Instead, do your best to understand their specific and unique needs and how you can assist them. Your potential customer wants to see how your solution will address their specific needs, not a generic solution to the problem.
Map your buyer persona to understand their pain points, budget, deadlines and more. This information will improve your chances of closing the deal.
Take your time to tailor the proposal content for the audience and listen to Confidence Adele’s wise words:
Strategic Partner for Business Growth
When creating your business proposals, use professionally designed proposal templates. The upside is that you won't have to start from scratch, saving you a lot of time.
Using templates allows you to focus more on the copy and contents, ensuring you cover all the bases and include all the necessary information to warrant a positive response.
Every element of your business proposal should be crafted to catch your audience's eye.
Jazz up your cover page with a captivating image that depicts what the proposal is about. Give it a personal touch and build brand recognition by adding your logo on the cover and inner pages. Remember to use beautiful colors and fonts that align with your brand guidelines.
However, when using colors, maintain a contrast between the text and the background color. For example, using dark-colored text on a dark background will make your document impossible to read.
Likewise, avoid utilizing too similar hues or a lighter version of the same color background. Colors with a lot of contrast and color pairs that follow the basic idea of light and dark color combinations function well.
Adopt a minimalistic design to make your proposal look polished and help readers focus on the important information.
Make sure that each element in your proposal has enough white space around it, whether it's text, images, charts or anything else. Avoiding clutter will make your proposal look neat and easy to read.
Visuals bring your presentation to life. And substituting text with more icons, images and visual aids makes your proposal readable. For example, you can use photos to:
The proposal template below is an excellent example of how you can use visuals to make your proposal pop.
Charts and infographic elements effectively visualize statistical data, like KPIs and results. You can also use other visual aids like tables, diagrams, icons and tables to represent cost estimates and budgets.
According to Adam Hempenstall from Better Proposals, 58% of proposals are opened on mobile, an increase from the year before at 46%. And these numbers are only going to rise.
Thankfully, when you create a business proposal with Visme and share it as a live link, it’s easy to view from any device, including mobile phones.
Sending out a business proposal without getting someone else’s eyes on it can lead to unexpected errors and mistakes in the content and layout. Always have someone else look at it.
Not convinced? Then pay attention to what Kevin A Green from CAC Group has to say about it, “Ask a colleague or peer to proofread the proposal. Often the old adage of ‘not seeing the woods for the trees’ rings true. As the author of any proposal it is difficult to be critical and impartial, believing that what you have done is the best it can be.”
We recommend using fonts that make your business proposal clear and readable. Basic fonts like Arial, Sans Serif, Courier New, Calibri, Cambria, Times New Roman, Tahoma and Verdana work well. Use a 10 to 12-point font size for the body and a 14–16 point font size for headings.
Your business proposal's introduction should start with a brief overview of what your company does. Also, it should include what sets your company apart from its competitors and why you should be the top choice for the job or project.
A business proposal should include the problem statement, proposed solution, scope of work, qualifications, timeline, milestones, pricing and terms.
A business proposal is a document crafted to persuade a prospective client to choose a company for a particular task or project. It outlines the specific project or service, pricing, deliverables and the value the company can provide.
On the other hand, a business plan is a comprehensive document that serves as a roadmap for an organization's future, guiding decision-making and operations. It outlines the company's objectives, strategies, market analysis, financial projections and operational details.
Unlike a business plan, which is internally focused, a business proposal is tailored externally to win a specific opportunity or contract.
Generally, a business proposal can range from 1 to 20 pages. However, there's no strict rule on length. The length of a business proposal can vary based on the specific requirements of the project or the expectations of the recipient.
Shorter proposals (one to five pages) are suitable for simpler projects or when the recipient specifies a brief document. More complex projects might require longer proposals with detailed sections on various aspects like methodology, timelines, pricing and terms.
A typical business proposal usually follows this basic format:
The 3 C's of a business proposal are clarity, compelling and competitiveness. Let's take a brief look at each component:
Your business proposal should be clear and easy to understand. It should articulate the problem, proposed solution, methodology and terms in a straightforward manner. You should also avoid buzzwords and stick to languages and examples that resonate with the client.
Your proposal should be engaging, well-structured and crafted in a way that maintains interest throughout. It should incorporate visuals like images, icons, graphs or charts to complement the text and make the proposal visually appealing. You can also use storytelling techniques to illustrate the problem, the solution and the positive impact your proposal will have.
Your proposal needs to be persuasive. It should convince the recipient that your company's solution is the best fit for their needs. This involves showcasing expertise, providing evidence of past successes and demonstrating the unique value your company brings.
Here are some steps to help you write an effective business proposal:
Visme's proposal templates come with pre-made sections to make the proposal creation process easier and more efficient. With our intuitive editor, you can customize these sections, add or remove sections as needed to fit your specific needs.
The five key elements every proposal should include are:
When it comes to proposal writing, there are some do’s and don'ts to keep in mind to ensure that your proposal stands out and increases your chances of success.
Writing business proposals is a lot of work and ideally what you want is for your proposal to be noticed.
With the tips and templates shared in this article, you have everything you need to create a professional proposal that impresses your client and wins them over.
Start creating business proposals today to market your business and close more deals. Visme's proposal maker is perfect for creating professionally designed business proposals for any business, industry or use case.
Design visual brand experiences for your business whether you are a seasoned designer or a total novice.
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