“Although a great proposal by itself seldom wins a deal, a bad proposal can definitely lose one.” - Tom Sant, Renowned proposal consultant and author.
A business proposal is not just a mere document. It is often the first and sometimes the only chance to impress a potential client or investor. A well-crafted proposal can be the difference between winning a juicy deal and missing out on a profitable opportunity.
Writing a great proposal that not only impresses but also closes winning deals can be a daunting task. But don’t worry; in this post, we’ll walk you through the steps and tips for writing good business proposals — using easy-to-use business proposal templates and examples.
So, without further ado, let’s get started!
What is a proposal? A proposal is a document that explains to potential clients or funders why they should choose your product, service, project, or research.
It includes important details like your vision, the problem you are solving, your solution, how you will do it, the cost, timeline to show why your offering is credible and reliable.
Often people confuse business proposals with business plans. A proposal focuses on the solution you offer, not the business itself.
What is the purpose of a business proposal? Writing a business proposal aims to persuade potential clients or funders that you are the most qualified candidate to implement the proposed idea. The primary purposes of your proposal should be to:
Clarify the scope of your services : Clearly state what is included and what is not. This will help you and your client have a common understanding and avoid future misunderstandings.Align project stakeholders : Ensure everyone is on the same page regarding goals, roles, and expectations.Anticipate costs : Clearly show where the investment will be allocated.Types of business proposals Before you start crafting your business proposal templates, you need to understand the different types of business proposals.
There are two main types of business proposals: solicited and unsolicited. Here’s a breakdown:
1. Solicited business proposals Think of solicited business proposals as an invitation to bid on a project. It is a formal document requested by a potential client who has contacted your business directly, asking you to submit a proposal outlining how your products or services can solve their specific problem or business need.
In solicited business proposals, the client initiates the process, showcasing their interest in your business and creating an opportunity for you to close the deal.
There are two types of solicited business proposals:
A. Formally solicited proposal A formally solicited proposal is a response to an RFP (Request for Proposal) from a client. It involves a formal process where a company asks multiple businesses to submit business proposals for a specific project. They send out an official RFP that tells everyone what to include in their proposals. The company then chooses the best proposal.
Here’s an example of a formally solicited proposal: A tech company issues an RFP for a new software solution. Multiple software development agencies submit proposals outlining their offerings, pricing, and implementation plans to win the contract.
B. Informally solicited proposal An informally solicited proposal is more casual. A company or potential client might ask you about a business proposal after having a chat, meeting, or dinner. There are usually no official rules, and the client might not ask other businesses for a proposal either.
Here’s an example of an informally solicited proposal: A B2B company connects with a marketing professional on LinkedIn. After a brief chat, they both see potential for collaboration. The agency suggested a video call to discuss the client's marketing goals in more detail.
Following the video call, the agency sends a customized proposal outlining the client's challenges and how their services can address them. This proposal is informally solicited as it was generated based on a direct conversation and relationship building rather than a formal RFP process.
2. Unsolicited business proposals Think of an unsolicited business proposal as a cold pitch. You send it to companies without them requesting it first. You can send an unsolicited business proposal if you have a product or a service that could help them, even if they don’t know they need it yet.
An example of an unsolicited business proposal would be a consultancy company specializing in digital marketing. They identify a target market of small-to-medium-sized e-commerce businesses struggling with online sales. Without waiting for a client to reach out, they craft and send an unsolicited proposal.
How to write a business proposal — Steps and tips Now that we know what a business proposal is and the different types, let's see how to write one that gets a yes.
1. Identify the target audience Understanding your audience allows you to tailor your proposal's language, tone, and content to meet their needs and expectations.
Identifying your target audience for a proposal involves understanding the purpose and stakeholders involved.
Start by defining the aim of your proposal—whether it is for business, academia, or grant applications—and research who has a stake in its success. This often includes potential clients, investors, or funding bodies.
Pay attention to the decision-makers who will ultimately accept or reject your proposal. Assess their demographics, preferences, and priorities to tailor your message effectively.
Finally, reviewing responses to similar past proposals can provide valuable insights into the audience’s interests and concerns. This focused approach ensures your proposal resonates with the right people.
2. Clarify the objectives To clarify the objectives in your proposal, start by stating them clearly and specifically. Use precise language and actionable verbs like 'implement,' 'develop,' 'increase,' or 'reduce.'
Ensure these objectives are realistic, achievable, and aligned with the needs and interests of your target audience.
Set a clear timeline for each goal to demonstrate that your plan is well-organized. If you have multiple objectives, prioritize them to highlight the most important ones. Review everything to ensure your objectives are clear and directly reflect the purpose of your proposal.
Simple, specific objectives help your audience understand and support your plan.
3. Research and gather information Get under the skin of customers’ thoughts, opinions, and behavior by employing a systematic approach to market research.
Conduct interviews with your potential clients to understand their pain points. Dig deeper for information via their websites, reports, and reviews. Perform an internal and external brand audit to determine your objective with your clients. Consult experts who can offer an invaluable perception of your proposal. 4. Structure your business proposal A proposal typically follows a structured format, starting with an introduction that outlines the problem or need, followed by a proposed solution or approach. It includes a detailed plan with timelines, and a budget overview and concludes with a persuasive argument emphasizing the benefits and feasibility of the proposal.
Here’s the order of sections
Introduction : Outlines the purpose and gives an overview of the proposal.Problem Statement/Needs Assessment : Describes the issue or need the proposal addresses.Objectives : Defines specific goals and expected outcomes.Methods/Approach : Details the plan of action, including timelines, resources, and strategies.Budget : Provides a financial breakdown of the project.Conclusion : Summarizes key points and reinforces the project's importance and feasibility.Supporting Materials (optional) : Includes references, credentials, or case studies to strengthen the proposal.5. Craft compelling content Engage readers and improve the chances of the proposal's acceptance by writing in clear and concise language.
Here’s what you can do.
Keep the proposal content focused Eliminate unnecessary details Avoid verbosity Use simple language for clarity Get rid of lengthy sentences Consider using bullet points or pointers for a streamlined message. You must use persuasive language to stand out in the hundreds and thousands of proposals. Emphasize the value you bring and be confident with your skills and abilities.
As reviewers of proposals often have to go through hundreds or even thousands of submissions, text-heavy content can get boring and overwhelming. Incorporate visuals and graphics to significantly improve their willingness to read.
6. Include timeline and budget The project timeline acts as a roadmap for stakeholders to understand the project’s flow and key milestones. So begin with stating the project’s scope. Break it down into smaller tasks with estimated duration and identify task dependencies to form a logical order of execution.
This visual representation demonstrates systematic planning, resource allocation, and defense of contingency. It demonstrates your adaptability and capability of successful project management.
A good business proposal details all costs allocated for necessary resources, materials, personnel, etc. It enables stakeholders to consider the cost and compare it with the project's benefits to decide if the investment is worth it.
Consider risk factors and allocate a contingency fund for such a situation. To estimate the cost, you can always consider past data, expert advice, analogy, parametric, etc.
7. Add a call to action (CTA) A clear CTA motivates the recipient to act promptly. It should evoke a sense of urgency and importance for timely responses. Include CTAs like “Act Now” and “Contact Now.”
Specify the action you want the recipient to take by highlighting the benefits. Doing so demonstrates how accepting your proposal will resolve their challenges or help them achieve their goals.
Always mention time limits or deadlines to spur prompt action. Make the most of active verbs and positive terminologies that convey confidence and enthusiasm.
8. Proofread and edit Fix grammatical errors, typos, formatting issues, and inconsistencies in your proposals.
Review for clarity and accuracy Eliminate errors and inconsistencies Double-check that images, charts, and graphs are correctly labeled Ensure consistent formatting - Fix uneven font size, random headlines, and clueless margins. 9. Get feedback Seek input from colleagues and peers to bring clarity, coherence, and logic. They can identify gaps and weaknesses overlooked by the author.
Categorize your feedback based on relevance, importance, and feasibility. Incorporate constructive suggestions and avoid changes that may lose your unique voice and perspective.
10. Finalize and submit Now that you’ve finished writing your proposal submit the proposal. Before you do that,
Review the submission guidelines provided by the prospective client. Pay close attention to the specified submission method, which may include physical submission or email. 10 Business proposal examples to get started Having learned how to write winning business proposals, here are 10 examples below to help you see these strategies in action:
1. Web design proposal As a web designer, your ability to create user-friendly, engaging websites is invaluable. However, securing new clients often depends on your ability to communicate your value propositions effectively through a persuasive proposal.
A web design proposal is typically used when bidding for web design projects or responding to a client’s request for proposal (RFP). Here’s an example of a web design proposal template to guide you in crafting proposals that not only impreses your potential clients but also convert them:
The proposal should clearly outline the scope of work, deliverables, and project timeline. Also, the proposal should include essential elements like executive summaries, project overviews, and a clear pricing structure.
While framing the content of the proposal, make sure to focus on how the client will benefit from your service. Keep the content crisp and clear to encourage the client to continue reading.
2. Consulting proposal Is a potential client is facing a major business challenge? They need an expert to come in, assess the situation, and develop a plan for success. That’s where you, the consultant, step in.
A consulting proposal is your chance to convince the client you are the perfect solution to their problem. Now, to write a winning proposal, clearly define the client’s challenge and how your skills and experience can solve it.
Make sure to outline the specific tasks you will perform, the steps you will take, and what the end result will look like. Always break down the project into phases (Started Time, Expected Finish Time, and Finish Time) with clear deadlines for completion. This keeps things on track and allows for progress monitoring.
Be transparent about your fees and explain how you will be billing (hourly, fixed project fee, etc.). Here’s an example of a consulting proposal that you could use:
3. Service proposal Whether you are a consultant, a freelance service provider, or a fast-growing business, a compelling service proposal is necessary to crack a new deal and expand your customer base.
A well-structured service proposal must contain sections on project objectives, goals, and challenges. Having clear goals and objectives will give your client a clear project roadmap.
Then there’s the challenge section. It will help you and the client be prepared for any potholes that might pop up later. Mentioning this section shows you are thinking ahead and have a plan to deal with the challenges.
Lastly, provide a realistic timeline and a transparent pricing structure. Remember, a well-crafted Service Proposal should convey professionalism, expertise, and a clear understanding of your client's needs.
4. Digital marketing proposal A digital marketing proposal is a document that outlines a strategic plan to enhance an organization’s online presence. It lets you showcase how your marketing expertise can help a business achieve its specific digital marketing needs.
For setting clear expectations for both the marketer and the client, an ideal digital marketing proposal should include an introduction, company background, detailed service offerings, project overview, objectives, scope of work, pricing, timeline, and deliverables.
It should also incorporate specific strategies such as search engine optimization (SEO), content marketing, social media management, pay-per-click (PPC) advertising, email campaigns, and website optimization.
For example, this digital marketing proposal below includes a crisp about us section, a detailed breakdown of each proposed service, timelines, and a clear pricing structure. With Signeasy’s contract management software, you can integrate signatures into this proposal for easy approval and contracting.
A well-crafted digital marketing proposal should not only outline services and strategies but also convey the unique value proposition of your agency or consultancy. It should instill confidence in potential clients that you have the skills, experience, and vision to drive their digital marketing success.
5. Research proposal A research proposal is a document that summarizes your research question, explains why your research is important, and how you plan to conduct your research. Research proposals are typically used to get funding for a project or when you need approval from your university to start your thesis.
Now, what goes into a good research proposal? First off, you will introduce your research topic, explaining its significance and your motivation for studying it. Next, you will delve into the background of your research, reviewing existing studies and identifying a gap in knowledge that your research will address.
Your proposal should clearly outline your research questions and objectives, followed by a detailed description of your research methodology. This includes information about your data collection methods, participants, and analysis plan. Finally, you will present a timeline and budget for your project, along with a discussion of any ethical considerations.
Writing a strong research proposal requires careful planning and organization. Start by conducting thorough research on your topic to build a solid foundation. Clearly articulate your research question and explain how your study will contribute to the field. Use clear and concise language throughout your proposal, and pay attention to formatting and style guidelines.
Take a look at our carefully curated research proposal template for inspiration.
6. Request for proposal When you’ve got a big project, for example, maybe you need a new website built and want to find the best company to handle it, that’s when you will use an RFP.
An RFP or Request for Proposal formally invites businesses to submit bids for a specific project or service. It is a detailed document that outlines the project's goals, requirements, and expectations.
When you are looking to outsource a project, an RFP helps you attract qualified vendors and compare their proposals.
Now, what goes into a good RFP?
A well-structured RFP includes information about your company; what are you trying to achieve? What's your budget? When do you need it done? Be specific - the more details you give, the better proposals you will get back.
When you are writing your RFP, be upfront about any potential roadblocks. Set clear submission guidelines. And always include a confidentiality clause or non disclosure agreement - after all, you don't want your project details floating around the internet.
Don’t forget to close your proposal request with a call for bid submission. Provide contact information for the person who created the RFP, so vendors can easily get in touch with any questions.
Here is an example of a Request for Proposal template.
7. Bid proposal A bid proposal is sent to potential contractors or suppliers requesting bids for a specific project. Its purpose is to receive competitive bids and select the most suitable contractor.
Bid proposals are mostly used in construction but can be applied to various industries.
To create a well-crafted bid proposal, start with a clear introduction outlining your company, the contractor, and the project. Provide a detailed project overview, including phases, deliverables, and budget expectations. Clearly define the agreement terms, contractor duties, payment details, and expenses.
Address ownership of the work and the contract's duration. Include standard clauses like modifications and applicable law. Finally, incorporate an acknowledgment section for signatures and attach necessary schedules for duties and payments.
Remember to proofread carefully before sending the proposal to avoid errors. By following these guidelines, you can create a compelling bid proposal that attracts competitive bids and helps you select the right contractor for your project.
8. Construction proposal The construction industry uses a construction business proposal to outline project details and secure new business. It is typically used when bidding on a project or responding to a client's request for proposal (RFP). The main purpose is to present your company's plan, capabilities, and costs for completing a specific construction project.
In your construction proposal, you should clearly outline the project’s total cost, breaking down expenses for easy understanding. Detail your payment terms, including due dates, accepted payment methods, and any penalties for late payments. Be transparent about whether taxes are included in the quoted price.
A typical construction proposal always has a section that states the warranty terms. The construction company's limited warranty typically covers its work for about 10 years, with 1 year of coverage for workmanship and materials used. Specify what is included and excluded in the warranty to avoid misunderstandings.
To streamline the process, you can use Signeasy’s construction proposal template to quickly create polished, professional proposals and share and sign them with clients with your eyes closed!
9. Sponsorship proposal Anytime you are looking for financial backing or in-kind support for a charity gala, sports tournament, or tech conference - you need a solid sponsorship proposal. This proposal is your chance to make a great first impression and convince sponsors to partner with you.
When writing a sponsorship proposal, start with an attention-grabbing introduction that outlines your event or project. Then, share the details: who you are, what you are planning, and why it matters. Don't forget to highlight your target audience – sponsors want to know who they will be reaching.
The gist of your proposal should focus on what’s in it for the sponsor. Be specific about the benefits they will receive, whether it is brand exposure, access to potential customers, or community goodwill. Include different sponsorship levels or packages to give options.
Looking for a Sponsorship Business Proposal? Download Here Remember to do your homework on potential sponsors and tailor your proposal to their interests. Keep it concise but compelling, and most importantly, make it easy for sponsors to say yes using a smooth e-signature workflow.
10. Business proposal Think of business proposals as a written sales pitch to convince a prospect to buy your product or use a service.
One of the crucial elements and often overlooked elements of a business proposal is the cover letter. This is the first impression your proposal makes, and it should be crafted with care. The cover letter directly addresses the decision-maker, highlighting the key points of your proposal and building anticipation for what's to come.
The executive summary is another critical component. This concise overview should grab the reader's attention and provide a compelling argument for your proposal. It is essentially a condensed version of your entire document.
Following the executive summary, you will include sections on the company background, objectives, solutions, scope of work, deliverables, timelines, pricing, terms and conditions, intellectual property, confidentiality, and an agreement. Each section should be clear, concise, and informative, providing the client with all the necessary details.
Take a look at this template below to get started with your first business proposal:
7 business proposal ideas to seal the deal Did you know that teams that win 50% of their RFPs, submit an average of 175 proposals annually ? That simply means successful teams are highly active in submitting proposals. They don't just wait for the perfect opportunity— they actively seek out and respond to as many relevant RFPs as possible.
So, if you want to be active in sending proposals strategically in high volume, here are some business proposal ideas you can use for a great start:
1. Save time with proposal templates A great hack for sending multiple proposals to multiple clients is to use templates. Templates save you from figuring out what to include in each proposal and from creating them from scratch every time.
You can begin with one of our business proposal templates and customize it to fit your needs. This includes editing the template with your company and client's name, messaging, brand logo, and your signature before sending it directly to them.
2. Personalize with client details Always tailor your proposal to address your client’s specific challenges and needs. Customize each template with your client’s name, company name, and logo.
While you work on a proposal, make sure to adjust the messaging, goals, objectives, pricing package, and everything else according to the client’s preferences. This will show that you are genuinely interested in working with them and that you have done your homework before pitching your service to them.
Here’s an example of Signeasy’s bid proposal template. You can easily add the client's and company names to edit the proposal:
3. Include a project timeline table Consider adding a simple table in your next business proposal to clearly show the timeline and process for your deliverables. This visual representation will break down your project into manageable chunks and specify the number of days allocated for each task, making everything crystal clear.
What's more, a well-structured project progression table can help you manage your client’s expectations and avoid any misunderstandings. By outlining each step of the process, from initial drafts to the final launch, your clients will understand the complexity of each task and the time required for each phase.
Here’s an example of a deliverable and timeline table that you can include in your business proposal:
4. Showcase a portfolio example If your line of work involves providing creative services or construction work, it is a good idea to showcase a portfolio with a few of your best projects. Prospective clients might be more interested in seeing the quality of your work rather than hearing what past clients have to say.
Make sure to include a section in the proposal named "Our Work," "Previous Experience", or "Portfolio."
Dedicate a separate page to each portfolio piece, providing photos or descriptions of the project. Additionally, you may consider including a link to a relevant website.
For example, this proposal incorporates a table to showcase all the details related to previous projects:
5. Add a pricing table It is better to use pricing tables to help clients understand costs. Instead of describing costs in a block of text, which can be confusing, using a table can break down the costs clearly and in an organized way.
Depending on what you offer, you might need to show different costs for each item and estimated quantities in a table, like the one below:
6. Craft a strong cover letter The cover letter is super important because it is the first thing the recipient will see. It needs to be engaging and convince them to read the whole proposal. Make sure to address their challenges and goals and show them how you can help them achieve what they want.
7. Proposal management workflow It is crucial to have efficient workflows for sending business proposals and closing deals. This helps save time, reduce errors, and enhance your company's professional image. It also speeds up the deal closure process, improves overall productivity, and ensures consistency across teams.
In fact, with Signeasy’s AI-powered contract management workflow, S&C Homebuyers, a premium real estate redevelopment company in Western Massachusetts, increased efficiency by 99.7%.
"With Signeasy, paperwork that took 12-24 hours now takes 2-4 minutes. That means, what earlier took an entire workday is now completed in a tea break. Efficiency is up by 99.7%. Deals are saved because they can be secured in real time."- Robert Couture, Managing Partner Conclusion While a good proposal can attract a larger audience, a poor one can hinder your chances of success.
A great proposal demonstrates a profound understanding of the prospect’s brand values and target audience. It explains how your strategic plan will improve its brand reputation and contribute to its growth.
Get started with a template from our collection here.
