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Blog Business

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

By Aditya Sheth , Jan 25, 2024

How to Write Winning Business Proposals

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

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

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

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

What is a business proposal.

  • How to write a business proposal step by step

What should you include in a business proposal?

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

  • FAQs about business proposals

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

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

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

general business proposal template

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

simple business proposal project proposal template

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

social media marketing business proposal template

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

How to write a business proposal step by step

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

Table of contents

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

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

Business proposal title

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

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

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

Gray Business Consulting Proposal Template Cover Page_Venngage

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

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

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

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

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

Creative Social Media Business Proposal Template Table of Contents

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

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

Proposal-ToC-Example

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

The goals of your executive summary are:

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

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

Gray Business Consulting Proposal Template About Us

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

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

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

 A well-defined problem statement does two things: 

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

Texture Business Proposal Template

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

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

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

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

Sales Plan Proposal Table Template_Venngage

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

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

business proposal qualifications section

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

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

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

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

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

Abstract Business Consulting Proposal Template Timeline_Venngage

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

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

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

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

Bold Business Proposal Template Pricing Page_Venngage

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

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

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

Modern Business Proposal

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

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

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

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

Orange-Simple-Project-Proposal-Template

A business proposal usually aims to answer the following questions: 

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

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

business project proposal template

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

Generally, there are three types of business proposals:

1. Formally solicited 

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

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

2. Informally solicited 

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

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

3. Unsolicited 

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

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

corporate business proposal example

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

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

1. Know your audience 

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

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

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

2. Put your brand front and center

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

content marketing plan business proposal example

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

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

You can also consider this sample business proposal template:

Example of a Business Proposal

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

3. Try less text, more visuals

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

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

Social Media Plan Proposal Template

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

Check out this formal business proposal format for some inspiration:

Red Human Resources Consulting Proposal Template Team

4. Switch up your business proposal designs

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

Simple Business Proposal Example

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

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

SEO Marketing Proposal

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

FAQ about business proposals

What is the purpose of a business proposal.

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

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

What are the best practices for business proposal design?

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

How long should your business proposal be? 

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

one page business proposal template

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

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

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

Project Business Proposal

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

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

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

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

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

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

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

How to Write a Business Proposal [Examples + Template]

Meredith Hart

Published: December 05, 2023

Free Business Proposal Template

what should be included in a business proposal

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

Thank you for downloading the offer.

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

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

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

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

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

What is a business proposal?

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

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

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

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

Follow Along With HubSpot's Business Proposal Template

business-proposal

Download the Template for Free

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

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

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

what should be included in a business proposal

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

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

You're all set!

Click this link to access this resource at any time.

Fill out the form to get your template.

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

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

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

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

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

1. Begin with a title page.

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

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

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

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

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

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

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

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

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

How to Write a Business Proposal: Sample Executive Summary

3. State the problem or need.

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

How to Write a Business Proposal: Example Event Overview

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

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

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

6. Include pricing options.

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

How to write a business proposal: Include Pricing Options

The pricing section of your proposal could include:

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

7. Summarize with a conclusion.

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

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

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

1. HubSpot's Free Business Plan Templates

HubSpot Business Proposal Template

Download these Templates

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

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

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

What We Like

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

2. Web Design Proposal

Business Proposal Templates: Web Design

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

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

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

8. Content Marketing Proposal

Business Proposal Templates: Content Marketing

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

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

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

Business Proposal Example: Social Media

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

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

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

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

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

1. Start with an outline.

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

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

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

2. Keep it simple.

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

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

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

3. Stay on brand.

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

4. Quality control.

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

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

Check to make sure your proposal:

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

5. Include data and visuals.

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

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

6. Add social proof.

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

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

7. Use a call-to-action.

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

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

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

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

8. Create a sense of urgency.

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

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

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

9. Make the decision for them.

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

10. Incorporate video into your proposal.

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

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

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

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

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

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

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

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

12. Clarify your terms and conditions.

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

How to write a business proposal: Example Terms and Conditions

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How to Write a Business Proposal — 2022 Guide and Template

what should be included in a business proposal

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

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

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

What to expect with this business proposal guide

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

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

How to write a business proposal

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

What is a business proposal ?

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

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

What are the different types of business proposals?

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

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

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

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Differences between a business proposal and a business plan

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

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

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

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

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

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

What goes into a business proposal?

Your business proposal should address the three Ps:

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

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

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

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

Table of contents

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

Executive summary

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

Statement of problem, issue, or job at hand

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

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

Approach and methodology

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

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

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

Qualifications

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

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

Schedule and benchmarks

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

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

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

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

Cost, payment, and any legal matters

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

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

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

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

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

How long should a business proposal be?

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

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

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

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

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

AvatarBriana Morgaine

Briana Morgaine

BrianaMorgaine

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

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what should be included in a business proposal

Sales | How To

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

Published February 27, 2023

Published Feb 27, 2023

Jess Pingrey

REVIEWED BY: Jess Pingrey

Bianca Caballero

WRITTEN BY: Bianca Caballero

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

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Free Business Proposal Template

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

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

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

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Free Sales Business Proposal Template

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

  • ✓ Free forever, unlimited users
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  • ✓ Create presentations, lead forms, and contracts
  • ✓ Professional workspace templates

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

1. Determine Sales Proposal Requirements

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

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

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

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

Visit ClickUp

ClickUp project management board (Source: ClickUp )

2. Gather Necessary Information

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

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

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

A screenshot of HubSpot's deals and opportunities pipeline

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

A screenshot of HubSpot's sales documents library

HubSpot’s Sales Documents library (Source: HubSpot )

3. Design Your Proposed Solution

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

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

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

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

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

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

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

4. Calculate Pricing

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

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

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

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

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

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

5. Draft Your Proposal

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

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

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

Table of Contents

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

Executive Summary

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

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

Company Background

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

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

Scope of Work

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

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

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

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

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

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

Pricing or Price Estimate

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

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

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

Conclusion, Terms & Appendix

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

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

6. Edit Your Proposal Draft

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

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

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

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

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

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

A screenshot showing several business proposal templates in Canva

Canva’s sales proposal templates (Source: Canva )

7. Send Your Proposal

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

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

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

8. Follow Up With Your Recipient

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

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

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

Best Practices in Writing Sales Proposals

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

Keep It Simple

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

Outline Major Sections & Pertinent Information

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

Add Data & Visuals

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

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

Visit Pipedrive

Increase Credibility With Social Proof

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

Use a Call to Action (CTA)

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

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

Stay True to Your Brand

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

Bottom Line

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

About the Author

Bianca Caballero

Find Bianca On LinkedIn

Bianca Caballero

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

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How to Write a Business Proposal in 7 Steps

Meredith Turits

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

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

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

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

what should be included in a business proposal

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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7 simple steps to write a business proposal | a guide for small businesses.

7 Simple Steps to Write a Business Proposal | A Guide for Small Businesses

Why would your small business need to write a proposal? Government agencies and big companies may require you to submit one in response to their request for proposal (RFP). Or a new client could want an in-depth look at why you’re the right business for the job.

Whatever the case, writing powerful proposals helps small businesses win jobs in today’s competitive business environment, according to Entrepreneur .

Confused about what a business proposal (also known as a “project proposal”) is? This article has an easy-to-understand definition.

In this article, we’ll cover:

  • Get a Template
  • Understand the Requirements
  • Talk to the Client
  • Brainstorm Solutions
  • Sell Your Value
  • Fill out the Details
  • Review and Revise

1. Get a Template

A business proposal template helps you create a professional-looking, detailed proposal. Proposals generally have the same format, though there may be specific requirements depending on what industry you’re in, according to Inc. .

Microsoft Office has free proposal templates for service-based businesses (Word) and another for construction contractors (Excel).

Or take your proposals to the next step. FreshBooks has cloud-based proposal software that makes creating and sending winning proposals easy.

what should be included in a business proposal

2. Understand the Requirements

A RFP makes understanding a potential client’s requirements simple. An RFP will typically include the project’s timeline, budget and scope. It’s important to look beyond the RFP, though (or however the client sent you the project details—an email or your notes from a phone call).

Ask yourself the following questions:

  • What goals does the client have?
  • How is my business uniquely positioned to help the client achieve their goals?
  • Is the project scope, budget and timelines doable?

Next, decide if you really want to take on this project. Just because you received an RFP, doesn’t mean you have to submit a proposal—though you should certainly thank the client for considering you for the project. Proposals are incredible time-consuming to prepare and time ultimately costs money.

Ask yourself:

  • Do I have the time, resources and expertise to do this job (and do it well)?
  • Does this contract seem like it will extend into an ongoing relationship?
  • Does the client have good connections to other potential clients?
  • Is there a better opportunity on the horizon?

3. Talk to the Client

If you haven’t had a conversation with the prospective client yet, now’s the time to do it. Perhaps you got an RPF over email. Schedule a chat over the phone or in person about what the client really wants from the project.

An email or RFP may ask for certain deliverables but as you dig deeper into the project, you may be uncertain if that’s what they really want. Or there may be issues with the project that the RFP doesn’t account for and need to be included in the RFP and discussed with the potential client.

It’s also important to discover if another company already attempted the project and what didn’t work and why. Or if the client already received a round of proposals that they didn’t approve.

Ask the client:

  • What concerns do you have about the project?
  • Who makes the decisions?
  • What are your operating policies? These could include customer service policies.
  • Has the project already been attempted? What didn’t work?
  • How will you evaluate my proposal?
  • What do and don’t you like about working with contractors?
  • What is the project budget (if this hasn’t been discussed before)?

Your should also do some general research online about:

  • When the client’s company was founded
  • What products and/or services they provide
  • What are its competitors and are they doing better or worse than them
  • How the company is doing financially

You might also try asking anyone who’s worked with the company before about their experience.

At this point, you should have at least a ballpark idea of the client’s budget, according to Artists Network . Otherwise, you’re wasting your time.

  • What budget have you allocated for this job?
  • What are you thinking of spending?
  • What can you afford?

An answer like “I don’t know” could mean they want you to propose a number. If they respond with something like “We don’t have a lot to spend” or “There isn’t really a budget” then you should definitely get a budget number now . They probably can’t afford you.

4. Brainstorm Solutions

Now it’s time to figure out how you’ll deliver on the client’s needs. Gather your team (if you have one) and figure out the steps you’d require to reach the end goal and in what order they need to be done.

Analyze the costs and benefits of the solutions you propose as well as how long they’ll take and what resources you’ll need to complete them. This article on estimation techniques will help you with this process and eliminate proposed solutions that don’t work.

Use information gleaned from your call with the client: are the key decision maker more concerned about you cutting costs or going above and beyond on customer service? After all, no matter how brilliant your solution it’s not going to get approved if it doesn’t align with the client’s priorities.

And go back to the RFP and see what criteria are most important, such as timelines and price. If your solution is time-consuming and/or expensive, you need to go back to the drawing board.

Now it’s time to start writing that proposal. You may need to add more sections. You should have the following sections:

  • Overview: Explain why the client wants to go ahead with this project (they could be trying to fix a problem, like fixing a leaky roof). Include any context or background. Use your research. This section is also called an “executive summary.”
  • Goals: Outline the project goals based on the RFP. Tie this into your own business’s mission and goals. Be compelling so that the client wants to keep reading but be concise too.
  • Methodology: Outline the steps you plan to take to meet the project goals.
  • Time and Cost: Detail timelines and pricing for each of the above steps. These are usually plugged into line items with prices and quantities (if you’re selling a product). You should also be clear about when you’ll be submitting invoices and when payment will be due for each.

5. Sell Your Value

Your proposal overview should explain why your business is the best fit for the job. After all, a proposal is a sales document that’s intended to win a job and edge out your competitors.

Research your competitors—you can make an educated guess or the client may even tell you who you’re up against. If you feel comfortable, ask the client how they like working with these competitors (if they have done so) and what their strengths are. Then figure out what your company’s value is versus your competitors’.

  • For example, a website designer can sell themselves to a startup company by mentioning that they only focus on designing for startups. Then they can include samples from past startup projects plus testimonials from those clients.

You also need to address any potential weaknesses the client thinks you have.

  • For example, the website designer is competing for the startup project against big, established firms. They can discuss how they can devote all their time to this project, while the big firms will be juggling multiple projects.

Add the following sections to your proposal template:

  • Qualifications: Outline why your company is the best fit for this job based on your competitive strengths and what your proposal’s being evaluated on (see the RFP)
  • Benefits: Detail how the client will benefit by using your particular solutions.

Be sure to focus on the company’s goals and problems, not on your business. The prospective client want to know how you can solve their problems, not generally how great your business is.

6. Fill out the Details

You’ve written the most important sections. Now it’s time to fill out all the mundane details in your proposal template like the date and terms and conditions. Jump to the section below on what should elements should be included in a standard business proposal.

You may also want to write a business proposal letter (or “cover letter”) to provide context on why you’re submitting. Learn how to do so in this article .

7. Review and Revise

Now that your proposal’s complete, look it over.

  • Does it fulfill all the requirements laid out in the RFP?
  • Does it cover all the client’s concerns?
  • Is the structure clear and logical?
  • How’s the grammar and spelling?
  • Does it look professional and high quality?

Ask one of your team members to check the proposal for all the above criteria. Run your spelling and grammar checker as a backup. Especially review the executive summary (or overview) in detail as this is typically the first thing the potential client will read.

Make sure you attach include any relevant addendum like design plans, samples of past work, client testimonials etc. Or include a link to an online portfolio.

Most small businesses can send their proposals online but for big jobs, you might consider printing and professionally binding the proposal.

Now wait for the client to sign. or they can conveniently approve the proposal online using best proposal software . Either way, after following these steps its much more likely you’ve created a successful proposal that will win the job.

what should be included in a business proposal

People also ask:

What Does a Business Proposal Look Like?

What should be included in a business proposal, how do you write a good business proposal.

Business proposals for service-based businesses tend to be alike, according to Inc. . There can be some differences in specific industries, like trades and home services, though.

Below is an  and what the outline typically looks like. Then jump to the section below to learn about what specific elements are usually included in a business proposal. A note: a business proposal is also known as a “project proposal.”

example of a general business proposal

Source: FreshBooks

Include the following elements in your business proposal:

  • Your contact information
  • Client contact information
  • Proposal date
  • Proposal number
  • Reference number (a PO number, for example)
  • Project overview
  • Scope of work
  • Services or product breakdown with quantities and prices
  • Sales tax, if applicable
  • Total project cost (include what currency it’s in)
  • Notes (including payment details)
  • Terms and conditions

You can also choose to include a cover letter ( this article shows you how to write one). But for smaller jobs, Inc. recommends combining the cover letter and proposal document into one document. You can also attach charts, graphs, photographs, maps, client testimonials, examples of past work etc.

To write a good business proposal (also known as a “project proposal”), Inc. suggests you consider the five following tips:

  • Sell your business. You must prove why your business is the right fit for the job and will provide the client the best value for the price. You must demonstrate that you understand the problem and provide a reasonable solution.
  • Understand the client. Talk to the client about exactly what they’re looking for in the project and from the proposal.
  • Establish your presence in the industry. This should be done ahead of time through sales and marketing techniques like advertising, having a social media presence, speaking at conferences and more. Also make sure you’re contacting the appropriate decisions makers at the company via email and phone to establish your presence.
  • Brainstorm solutions. Understand what promises you’re willing to make and how the client will evaluation your solutions (is cost most important?).
  • Edit. Customize any standard boilerplate text or content. Hire a copyeditor or in a pinch, use a grammer service like Grammarly .

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

what should be included in a business proposal

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

What we'll cover in this article

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

What Is A Business Proposal?

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

Two types of business proposals

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

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

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

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

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

How To Write A Business Proposal The Easy Way

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

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

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

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

What Is A Business Proposal Template?

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

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

How To Write a Business Proposal Using A Proposal Template

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

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

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

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

Download This Complete Guide On How To Write A Business Proposal

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

The importance of a good business proposal template

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

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

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

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

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

How To Write A Business Proposal That Sells

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

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

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

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

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

What questions are your customers asking?

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

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

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

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

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

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

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

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

How do you want your potential clients to feel?

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

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

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

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

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

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

How To Write A Business Proposal - The 8 Core Elements

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

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

0. The cover page

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

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

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

1. The introduction

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

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

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

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

Every Business Proposal Needs A Good Introduction

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

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

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

How to write a proposal introduction

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

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

better proposals e-commerce website design proposal template screenshot

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

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

2. The detailed specification

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

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

better proposals simple web design proposal template screenshot

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

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

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

3. The timescales

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

better proposals freelance writing proposal template screenshot

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

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

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

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

4. The proof

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

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

better proposals wedding photography proposal template screenshot

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

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

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

5. The price

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

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

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

better proposals high-end web design proposal template screenshot

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

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

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

How to name your pricing section

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

  • Return on investment
  • And others following this pattern

naming your pricing section proposal report data

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

6. The guarantee

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

better proposals brand design proposal template screenshot

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

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

7. The next steps

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

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

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

Sign the proposal

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

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

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

8. The terms and conditions

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

better proposals Facebook ads proposal template terms and conditions screenshot

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

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

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

A Business Proposal That's Optimized for Conversion

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

1. Send your proposals quickly

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

2. Include a cover page

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

3. Don’t go overboard

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

4. Make sure your proposals are mobile-friendly

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

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

documents opened on mobile proposal report stats

5. Look professional

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

6. Integrate live chat

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

7. Make the offer easy to accept

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

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

sign by drawing with better proposals

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

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

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

Use a proposal software

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

Progress of your business proposal

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

Pay from the proposal

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

Sales report from your proposals

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

what should be included in a business proposal

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

The takeaways

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

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

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

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

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Project Proposal – How to Write One Without Actually Writing Anything

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

Proposal Template Tips - Win 113% More Business Faster

Our proposal template tips will help you nail your proposal template so you close more sales and spend less time on proposal writing.

what should be included in a business proposal

How to Write a Business Proposal

Table of contents.

what should be included in a business proposal

Securing clients is a top priority for entrepreneurs and small business owners . However, earning prospects’ trust can be challenging. A business proposal is a way to introduce your company to potential customers and demonstrate what you can contribute to their success and growth. 

Writing a business proposal – not to be confused with writing a business plan – allows you to explain who you are and what you offer in a single document. Creating business proposals requires time and thought but is essential for business growth . We’ll explain what you should know about writing effective, efficient business proposals.

If your company is in the early stages of speaking to investors, you need a business plan, not a proposal. Ensure your business plan includes an executive summary, product analysis, market analysis , and an overall marketing plan.

What is a business proposal?

Before signing a contract, you must ensure you and your client are on the same page. According to Crystal Richard, president of Crystal Richard & Co, a business proposal aims to discuss and negotiate both sides’ needs. 

“A business proposal ensures that both you and the potential client are well aware of the scope of work that you are negotiating and all of the tasks, goals, and outcomes within it,” Richard explained. “Depending on the level of your service offering, it’s incredibly important to be clear about what you will be doing for the client and what you won’t be doing.”

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

  • Solicited business proposal . A solicited business proposal follows interaction with potential customers. “A solicited business proposal typically follows an initial email or phone conversation where a potential client has expressed an interest in working with you,” Richard noted. “They have openly shared that they are interested in your services and would like more information.” A prospective customer may ask for a solicited proposal through a request for proposal (RFP). This is typically an easier pitch to sell because the customer is already interested in your business.
  • Unsolicited business proposal . An unsolicited proposal, also known as a cold proposal, is presented to a qualified lead that hasn’t asked for one and doesn’t expect one. Your goal is to reach out and pique a potential client’s interest in your products or services.

How do you format a business proposal?

Your business proposal should be concise and organized. Proposals are generally formatted in this order:

  • Table of contents
  • Executive summary
  • Statement of problem, issue, or job at hand
  • Approach and methodology
  • Qualifications
  • Schedule and benchmarks
  • Cost, payment, and legal matters

However, there’s no one-size-fits-all format, and the layout doesn’t need strict categories. For example, Jessica Lawlor, president and CEO of Jessica Lawlor & Company, typically includes the following in her business proposal: 

  • Business summary
  • Management team (including photos and bios)
  • Why a client should choose the business
  • Package and pricing options
  • Additional notes

“I keep my proposals short and to the point,” Lawlor noted. “A proposal is meant to serve as a conversation starter, not a be-all and end-all document. My proposals are typically no more than four pages long.”

To improve customer communication , save your business proposal document as a PDF before sending it. You won’t have to worry about formatting and design issues that could detract from your message.

What to include in a business proposal

While there’s flexibility in how you format and present your business proposal, every business proposal should include the following elements. 

1. Include your availability in the business proposal.

Ensure your clients know when and how often you and your team will be available to offer your services to them. They’re likely not your only customers, so scheduling specific time with each client will ensure you’re equally dedicated.

Richard says setting availability parameters holds you accountable and lets clients know precisely how much of your time they’ll get. “Especially if you have other clients, you don’t want one thinking they have you 40 hours a week when in reality, you’re only working on their account for 10,” Richard explained.

2. Include a fee breakdown in the business proposal.

Don’t commit to a client before sorting through costs. Discuss what’s included in your fees, extra costs, invoicing practices, and more. 

For example, as a PR professional, Richard’s services don’t include the cost of distributing on a newswire. It’s essential for clients to understand that, if interested, this service comes at an additional cost. 

When creating an invoice for a client, include the date, a unique customer identifier, payment terms, and complete contact information.

3. Include the business proposal’s expiration date.

Details change, including costs and services. Your current business proposal might not be relevant in the months, or even weeks, to come. Make this known in your document. 

Include the business proposal’s expiration date to protect yourself. “This way, a prospective client can’t come back to you three or six months down the line and expect the same pricing,” Lawlor explained. “I typically include an expiration date of two to three weeks from when the proposal is sent – this also puts a bit of pressure back on the prospective client to make a decision, as the new business process can sometimes take a long time.”

Business proposal tips and best practices

Consider the following tips and best practices when creating your business proposal. 

1. Meet in person before creating a business proposal. 

A formal meeting will help your prospect become familiar with you before diving into a business contract.

“A proposal, in my opinion, should never be a first point of contact,” Lawlor advised. “I send a proposal to a prospective client after an initial conversation and ensuring the project seems like a good fit on both ends. At that point, the prospective client already has an idea of my personality and what my company can offer.”

While a proposal introduces you and your product or services, nothing beats an in-person consultation.

When meeting with prospective clients, follow business meeting etiquette best practices, including being timely, greeting all participants, listening, and asking thoughtful questions.

2. Simplicity is crucial in business proposals.

Your proposal doesn’t have to be an elaborate persuasive essay or art project. In fact, it’s better to keep it succinct. Richard said her best feedback came from business proposals where she focused on quality over quantity, cutting additional fluff.

3. Add a personal touch to your business proposals.

When you present your document, ensure you set yourself and your business apart from the competition. Commit to your personality, whether leveraging your quirky design skills or expressing your character in a conversational tone.

“I make sure that the first page of each business proposal I create has a warm welcome about how I’m excited at the idea of working together, what I loved most about our initial conversations leading up to the business proposal, and, of course, I insert a few fun one-liners that fit my branding so they get a true idea of my personality and why I’m different,” said Richard. “Show them what makes you special.”

4. Showcase your successes in your business proposal.

Showcase your success by displaying previous work you’ve done for clients. This will give prospects an idea of your capabilities without openly sharing your process.

“Don’t be afraid to showcase your successes, even if it feels a little braggy,” Lawlor advised. “This is your time to shine and to show a prospective client all that you’ve done and all that you can accomplish on their behalf. Now is not the time to hold back or be humble.”

5. Schedule a follow-up call after submitting your business proposal.

Reaching out after sharing your proposal is crucial to securing clients. A follow-up can answer client questions, clarify your pricing, and give you a chance to sell your business further and connect with potential customers . 

“It’s helpful if you can schedule a call for the day you send the proposal,” said Lawlor. “This way, you can walk through the sections of the proposal and explain items in further detail before a prospective client digs in on their own.”

After prospects accept your business proposal and you close the deal , it’s crucial to manage your customer relationships to boost retention, loyalty, and satisfaction.

You have the tools to write a business proposal

If writing a business proposal seems daunting, remember you already have all the necessary tools. You know what you want to sell, what you can and can’t provide, your costs, timeline, project hurdles, and what you’re willing to change.  

A business proposal puts all these things in writing while highlighting your company’s successes and capabilities. Understand your prospects’ needs and ensure you’re not overpromising.

Now you’re ready to hit “Send.”

Ross Mudrick contributed to this article. Source interviews were conducted for a previous version of this article.

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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, how often should a business plan be updated, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

what should be included in a business proposal

A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

  • A business plan is a document describing a company's business activities and how it plans to achieve its goals.
  • Startup companies use business plans to get off the ground and attract outside investors.
  • For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
  • There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

  • Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
  • Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
  • Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
  • Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
  • Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

  • Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
  • Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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what should be included in a business proposal

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What to include in a business proposal

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What to include in a business proposal

Alannah Clark

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

Get e-signatures for online proposals with Jotform Sign . It’s free!

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

Cover letter/executive summary

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

Your cover letter or executive summary should include the following:

1. Introduction

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

2. The problem

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

3. The solution

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

4. The evidence

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

5. Call to action

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

6. Proposal

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

The body of your proposal should include the following:

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

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

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

Qualifications

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

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

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

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

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How to Write a Business Proposal in 2021: 6 Steps + 15 Free Templates

How to Write a Business Proposal in 2021: 6 Steps + 15 Free Templates

How to Write a Business Proposal

If you need to know how to write a business proposal, congratulations! You just found an amazing resource packed with business proposal examples and free templates to help you get started.

It’s totally normal to feel overwhelmed (and a little bit anxious) about writing a winning business proposal. You want to get it in as soon as possible, but you have no idea what to put in there, how long it should be, or even where to start.

Writing a business proposal doesn’t need to be daunting. In fact, if you soak up all of the information in this article, you’ll already be one step ahead of the competition. So relax, pour yourself a coffee, and let’s make your next business proposal easier to write.

Table of Contents

  • 1 What is a business proposal?
  • 2 Solicited and unsolicited proposals
  • 3 What does a business proposal include?
  • 4 What’s the difference between a business proposal and a business plan?
  • 5.1 Step 1 – Make sure you have all the information you need
  • 5.2 Step 2 – Sketch out the scope of the project
  • 5.3 Step 3 – Estimate the cost
  • 5.4 Step 4 – Start writing your business proposal
  • 5.5 Step 5 – edit and proofread
  • 5.6 Step 6 – send your proposal (and follow it up!).
  • 6.1 Proposify
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  • 7 Let’s wrap this up

What is a business proposal?

YouTube video

A business proposal is a document that’s used to secure work. It can be sent by an individual or a business and is usually (but not always) a proposed solution to a specific job, project, or service that’s required.

Business proposals are also sometimes used by suppliers to secure business.

Think of a business proposal as a bit like a sales pitch , or a job interview on paper. You need to explain why you’re the best person (or company) for the job and really sell yourself or your business.

A good proposal will outline the service you’re offering and briefly explain how you will approach the task. It will also include a quote and/or an estimate to complete the work.

Solicited and unsolicited proposals

A business proposal can be solicited or unsolicited . If a business proposal is solicited , it means that the individual or business writing the proposal has been asked to submit a proposal by the prospective client.

RFP’s (request for proposal) is the standard way that businesses ask for submissions.

Request for Proposal

Any business or individual can send out an RFP, and there are lots of templates available online to help you do this.

To give you an example, let’s say that a company (not yours!) was being sued. The company’s legal team might then send requests for proposals out to various law firms. The RFP would most likely contain an explanation of the situation and ask for help and legal advice.

Solicited proposals are generally easier to write because you are given clear guidelines. With a solicited proposal, you know exactly what the client or customer wants and can tailor your response accordingly.

Make sure you read the RFP thoroughly. Not only will this help you to deliver a comprehensive and relevant business proposal, but the RFP will often contain useful information about the criteria being used to make the final decision.

If you’re asked to submit a business proposal, you may also be given instructions for formatting, so be sure to check those too before you submit.

If you’re trying to attract clients by sending out business proposals without first being asked, then your proposal is unsolicited. Like cold-calling , these proposals are commonly used to try to generate leads.

Unsolicited proposals can be a little more difficult to write because you don’t have any information to go on. An unsolicited proposal also needs to be far more persuasive, which means it’s up to you to do your research on whoever you’re targeting and demonstrate your value proposition.

Gathering Business Requirements

Unsolicited business proposals should serve as an introduction to your product or service and aim to convince your prospective client that they should be using your service.

An unsolicited business proposal differs from other advertising materials in that it carefully considers the customer’s needs and concerns and addresses them specifically.

Obviously, a solicited proposal is far more likely to win new business as the company already has you on their radar. Unsolicited proposals do have their benefits though, the most obvious one being that there is no competition.

Sending out unsolicited proposals, providing they’re well researched and offer creative solutions to your client’s problems, can be an extremely effective marketing campaign.

Some companies, particularly government agencies, actively encourage the submission of unsolicited business proposals.

If this is the case, they will likely have a review schedule and/or submission guidelines. So it might be worth checking those out and timing your proposal submissions accordingly.

What does a business proposal include?

So, what the heck should you put in your business proposal?

Well, we’re going to deep dive into detail further down, but for now, here’s the basic format to give you a better idea of the key elements that should be included in all business proposals, whether they’re solicited or not:

  • Title or cover page.
  • Table of contents (optional but useful for longer proposals).
  • Executive summary
  • Acknowledgement of the problem.
  • Proposed solution / Outline of approach.
  • Deliverables.
  • Company information.
  • Case studies and/or testimonials (optional but recommended).
  • Terms and conditions.
  • CTA / how to proceed.

Here’s a great video that talks you through what goes into a winning business proposal:

YouTube video

What’s the difference between a business proposal and a business plan?

Confused Man

People often get confused between these two documents, but they’re actually very different.

Proposals and plans differ greatly in both their purpose and their audience .

A business plan is all about you. It’s a document that provides details about your company’s strategy and demonstrates how you intend to grow. The intended reader of this document could be an investor or a bank manager, for example.

The idea of a business plan is to outline your goals, show that you know what you’re doing and that you’re worthy of investment. Therefore, in this document you might discuss how you intend to scale and how you will make and increase profits.

A business proposal is all about them . A business proposal is a document designed to sell your services to someone else.

While you can certainly use some of the information in your business plan to help you write a business proposal, the focus for your proposal should not be on you, but on whoever it is you’re trying to bag as a client.

A business proposal should therefore focus on how you intend to meet the potential client’s problem, how you can help them out or provide value to their business. Paper writing help is essential for crafting compelling business proposals. These proposals should center around addressing the potential client’s specific challenges and demonstrating how your services can effectively solve their problems.

Another way to look at it, is that a business proposal is selling your services to clients and a business plan is selling your business to investors.

How to write a business proposal in 6 steps

Step 1 – make sure you have all the information you need.

The first thing you need to do is gather all of the information you need. Actually, scratch that. The very first thing you need to do is take a deep breath and relax.

Take a Deep Breath

Now that you’re nice and calm, let’s dive in. First things first. You’re going to be tempted to fly through the process for fear of missing out on the job. Don’t give in to the urge to panic and rush the business proposal!

While you certainly do want to submit your proposal as soon as possible, it’s far more important to do a good job on it.

You don’t want to spend your precious time putting together a business proposal only to realise that you’ve forgotten a crucial detail. So, be methodical and take your time.

Useful questions to ask before writing your business proposal:

Einstein Questions to Ask

Now, what information do you need to write this entire proposal? Here’s a list of questions to ask yourself before you begin writing:

  • Have I spoken to the client? – Talking to the client helps you to build up a repore and get a really good grip on what they’re after.
  • Do I fully understand the requirements? – Your client is a mine of information. Make sure you’ve gone through everything with them and thoroughly check any documentation you’ve been given. If you have a request for a business proposal, make sure you go over it carefully so that you understand exactly what your client wants.
  • Can I deliver what they’re asking for? You need to make sure that you have a clear understanding of the problem / pain points and that you have a custom solution to offer.
  • Is this the first attempt to solve this issue? – You don’t want to suggest something that’s already been tried. Looking at prior attempts and why they failed can provide a useful framework that could help you provide a better solution.
  • Do I have any questions? – What further information do you need to submit an accurate and successful business proposal?
  • Do I need to do some research? – Thorough research makes a great impression. Don’t be afraid to approach your potential clients’ staff, as well as researching your competitors to see if you can offer something that will make your business proposal stand out.
  • Who will be reading the proposal? – Is it just one person, or will it be passed through a team? Knowing who you’re talking to will help you tailor your business proposal to your audience and increase your chances.
  • Who is the final decision maker? Knowing who makes the final decision (and what boxes they need to check) can give you a great advantage.
  • What are the budget and project timeline expectations? – When does the prospective client expect you to start and finish the project? How much are they willing to spend? If you can’t meet the clients budget or deadline then don’t submit a proposal.

Top tip: Customer Relationship Management

If you’re sending out multiple business proposals, you could probably benefit from using CRM (customer relationship management) software .

Basically what this does is allows you to keep track of all of your contacts, appointments and leads. It’s a useful tool for creating a comprehensive system to organise your proposals and your contact with clients.

CRM

There are tons of CRM providers out there. So, to save you some time, here are the top 5 CRM options (I highly recommend option 1 if you’re just getting started):

  • Hubspot CRM – One of the top CRM services on the market, and it won’t ever cost you a penny! This free platform offers powerful tools that work for any industry or niche. It’s simple, quick, and easy to get started. Check out all the awesome features and benefits.
  • Salesforce CRM – This software app lets you track all of your interactions under one umbrella. It is fully comprehensive, offers extensive sales and marketing solutions and is suitable for everyone from beginner to behemoth. Prices range from $25 to $300 per month.
  • Freshsales – Freshsales is a global company with a fantastic reputation. Their CRM does a great job of combining organisation with analytics. The interface is simple to navigate, and the software allows you to easily keep track of, score, distribute and nurture thousands of sales leads. They do have a free forever option (Sprout), otherwise prices range from $12 to $79 a month
  • Pipedrive. This fully mobile optimised system is praised for its co-operative capacity. It syncs well with Google Calendar, Google contracts and other Google apps. Pipedrive is a popular choice because it can also accommodate most third-party business apps. No freebies here I’m afraid (just a free trial). Prices range from $15 to $59 per month.
  • bpm’online. Last but not least, this software is designed to help you streamline and boost productivity . The aim is to bridge the gap between marketing, sales and customer service. They offer 7 different packages ranging from $25 to $50 a month.

Step 2 – Sketch out the scope of the project

Once you have gathered all of the relevant information to write the business proposal, you should have everything you need to outline the scope of the project.

The scope of a project refers to the amount of work that needs to be completed to satisfy the clients requirements. Here’s a useful video that explains the concept (and the dreaded scope creep!):

YouTube video

To complete your scope outline , you need to develop a thorough understanding of what the work is going to involve. You should note down the various tasks to be completed along with any resources you’ll need.

At this point you should also assess how long the project is likely to take and begin taking costs into account.

Try not to get too bogged down with details at first. It’s better to treat it as a rough draft and then once you have your outline, you can flesh it out by filling in all of the details later. This is where a project plan template can help you outline your project in a structured way.

Here are some useful questions to help you create your outline:

Who will carry out the work?

Who will ensure the quality of the work?

Who will be the client’s point of contact?

What needs to be done?

What materials will you need?

What other resources will be required?

What resources do they already have?

What does the customer expect?

What will it cost?

How long will it take?

How will you approach the task?

How will you divide the work?

How will you ensure the client is happy?

How will you communicate?

How can you sell your solution?

Where will you be working?

Where will you get your materials?

Why have you chosen your particular solution?

Why should they hire you?

When can you start?

When will you meet your milestones?

When will you finish?

When will you expect payment?

Step 3 – Estimate the cost

Dilbert Budget Comic

Ok, so you’ve gathered all the information and you have successfully measured the scope of the project. Well done you! Now it’s time to start pricing up the job .

The best way to do this is to first figure out how much it’s going to cost you to do all of the work.

Make sure you include labour and material / equipment costs as well as things like transport. Try to be as accurate as possible and don’t forget to factor in any discounts for bulk buying etc.

You should already have a good idea of how long the job is going to take you, so factor in your labour costs accordingly.

A good rule of thumb is to multiply your estimated labour time by 1.5. This way you allow for any unexpected twists and turns in the project.

You can always make your client really happy by knocking these extra hours off the bill at the end of the project if they weren’t needed!

If the amount of time spent on a job iIs likely to vary (a construction worker may not know the full extent of a job until work has begun for example) then make sure that you include a caveat in your proposal that covers you for this.

Continuing with the construction worker example, these workers will also have to account for things like scope creep. If a construction worker hires a painter, they have to ensure that the client doesn’t ask for a paint job in a part of a house they didn’t agree to.

These painters could then use a helpful estimate app for painters to state a clause that prevents a constant influx of duties or costs.

Once you have all of your costing done it’s time to decide on your profit margin . This will vary depending on the type of business you are in. So, it’s probably best to do some research and check the industry standard.

With this information, you can start filling out an estimate template if you’re already charging your client for services.

Step 4 – Start writing your business proposal

You’ve done all the research, you’re prepared. Now it’s time to start writing. Gulp.

We’re going to break it down into the basic structure and take it step by step, starting with the cover.

Cover / title page

An attractive business proposal template makes your document more attractive.

Design matters. Given the option, 66% of people prefer to read something that’s well-designed instead of plain.

Even if your proposal is well written, offers a cost-effective creative solution and adds a ton of value, if your cover page looks like this:

Boring Proposal Cover

It’s going to put people off.

You might think that design isn’t that important for a business proposal. All that really matters is the cost, right?.

We live in a highly visual world where design influences our decisions all the time .

For example, did you know that most people (96% to be exact) equate design with how trustworthy a businesses is?

Like it or not, looks matter and you will be judged on them. A great design speaks volumes about your business and if done correctly, interactive proposals can make a fantastic impression.

Design isn’t just about the visuals. It also extends to the layout of your document.

Poorly formatted proposals can be unappealing, confusing or hard to read. For an attractive proposal, you want to make sure that the document has a nice look and an appealing easy-to-digest layout:

Birthday Invite

Consider the alignment, spacing and the text sizes you’re using. The goal is to clearly present your ideas and make it easy to read.

As a general rule, you want to break up your text as much as possible. So, use plenty of headings, bullet point or numbered lists and images or graphs where appropriate.

Short paragraphs and sentences work better because they are easier to scan.

You don’t need to do anything fancy. In fact, simple designs usually work better for business proposals.

If you have a designer on your team or an eye for design yourself, then it’s well worth putting in the effort to create an enticing cover design for your next business proposal.

There are lots of companies that help you do this, such as Canva , Adobe spark , and Poster my Wall to name but a few.

Not creative? Not to worry.

For those of you without creative bones, there are hundreds of free templates available for you to make your own.

Check out this eyecatcher from proposify which is 100% customisable:

 Proposify Template Display Settings

You can see that there is space (on the bottom right) for some information to be put on there.

So, what is the most important information you should include on your title / cover page?

  • A snappy title page – putting “a proposal submitted to ABC for the purpose of XYZ” is a wasted opportunity. Remember that the goal here is to sell yourself, so think like a marketer and create some compelling copy .
  • Your company logo
  • Your name and contact information.
  • Your client’s name.
  • The name of the person you’re submitting the proposal to.
  • The date of submission.
  • Any useful reference numbers. – For adding name and contact number, consider sharing a digital business card with your details for a professional look. You can check online resource like this to find the best digital card software

A word to the wise. If you’re using your own (or your client’s) logo on your title page, then make sure it’s a high resolution image.

There’s nothing worse than a grainy, insipid, poor quality image on the front of a proposal!

Introduction or cover letter

Whether you include your introduction in the main body of your report or send it separately as a covering letter is up to you.

In either case, you’ll want to keep this section fairly short. 1 or 2 paragraphs is fine:

Architect Proposal Template

Proposify – Architecture proposal template

Introduce yourself and your company in a couple of sentences. You may want to explain your background briefly.

Highlight your strengths and make it clear why you stand out. The tone should be friendly.

It helps if you can keep your clients needs in mind while you’re writing and present your strengths in a way that makes it clear how they can benefit from working with you.

Here’s an example of an effective cover letter:

Proposal Cover Letter

Executive Summary

Most people believe that this is where you present the project in a nutshell. Which is sort of right, but not quite.

You see, it’s more about selling than summarising.

While you do want to summarise your proposal, the main goal of the executive summary is not to provide a basic overview of the whole project, but rather to highlight why your proposed solution is the right one.

A good executive summary needs to be persuasive and benefit focussed. This is your opportunity to sell your solution to the client’s problem!

Focus on persuasion over description, use clear and straightforward language to make your points, and try to keep it short, less than 1 page is a good length.

This might be the first page your prospect ever reads, so make it count! Remember, you’ll have plenty of time to go into more detail later.

Start with something that grabs their attention and makes them want to keep reading.

Next, show that you have a clear understanding of the problem. Once you’ve done that, then you can show off your custom solution. Don’t forget to stress the benefits!

Figuring out how much detail to include here is tricky. You want to put some detail in there to back up what you’re saying, but not so much that it becomes a dull read.

It’s a balancing act and you’ll need to use your own judgement.

It’s a good idea to pop in a bit of social proof , and then round things off with a call to action.

Table of contents (optional)

Depending on how long your business proposal is, you may want to include a table of contents.

Table of Contents

A table (showing the page number where each section can be found) will help the reader navigate your proposal more easily.

If your proposal includes industry-specific terms, you may also want to include a table that explains these.

The main body

This section will make up the majority of your proposal.

There’s a lot of information that needs to be included, so let’s break it down into smaller sub-sections that are easier to manage.

Approach / solution

Here’s where you delve into detail about your client’s problem and your solution to it.

You need to go through your entire process, detailing exactly how you intend to approach the problem and what results the client can expect.

You will need to demonstrate that you are aware of any potential challenges and ensure that your solution is customised to your potential client as much as possible.

It can be tempting, when you’re sending out lots of proposals, to just use the same one across the board.

But changing a few details, making the proposal feel more tailored, adds a personal touch that goes a long way to improving your results.

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Deliverables

What exactly do you intend to deliver?

It’s important to have an itemised list of everything that’s included in the price and a detailed description for each item on your list.

You may also want to split your deliverables along a timeline as in the following example:

Deliverables Timeline

Project milestones

It’s a good idea to break down the project into several phases. This gives the client a good idea of how the project is likely to progress.

Outline the key events and deliverables involved with each stage. Give a realistic time frame for each part of the project, and say who is responsible for each deliverable.

Budget & pricing

If you want to win clients and maintain good profit margins, you’ll need to price your jobs up accurately.

It’s a good idea to have an itemized table that clearly shows all of your costs.

Itemized Budget

The more specific and clear you can be about your pricing the better. A table like this is also a useful tool for negotiations later down the line.

This is where you really sell your company. Top tip – think like a storyteller and make it interesting.

If you have an about page on your website, you might want to use this as a resource. And if you don’t, it’s well worth checking out some of the best about us pages on the internet for inspiration.

Explain who you are and what your company is all about. Talk about your values, your team, (include bios and photos to sell your team’s expertise) and your journey.

Highlight your expertise and your USP.

If you have awards, social proof, testimonials or case studies feel free to put those in as well. Check online for AI based templates to help you with the right format.

This section is all about familiarising the client with your business. You want your reader to feel like they know you and your company well.

Clients and references

This section is optional. However, including contact information for one or two past clients (make sure you ok it with them first) shows that you’re confident and can help to build trust.

If you have a bunch of particularly impressive success stories, you may want to include a slightly longer client list.

Terms & conditions / moving forward

The final section for your main body should first include your terms and conditions and then provide information / steps and a call to action for moving forward.

Your call to action might be an invitation to visit your website for example.

This section serves as a conclusion to the main body. Basically, you want to briefly reiterate how you can help, and go over what you and the client are both promising by agreeing to the business proposal.

Specify the duration of the agreement, the timescale for completion, and payment types and dates.

PPC and Adwords Template

Proposify’s AdWords and PPC proposal template.

You’ll also want to include any caveats or disclaimers in this section.

Your disclaimers should make your potential client aware that the pricing is for the work stated in the proposal and that you reserve the right to charge more should any unforeseen circumstances arise.

Step 5 – edit and proofread

Proofread

Once you’re done writing the proposal, you’ll want to go over it and check for any mistakes.

If possible, it’s best to get a fresh pair of eyes on it (or 2).

It’s also a good idea to run it through Grammarly or a similar program – just don’t rely on it completely as it will only pick up on basic spelling and grammar mistakes and not misused or unintended words.

A good test to check if your offer is well explained is to give the proposal to someone who doesn’t work in your industry and ask them if it’s clear what you’re offering.

If you want to be certain that your business proposal is mistake free, consider hiring a freelance proofreader / editor (with experience of dealing with business proposals) to check through it for you and provide some feedback.

Business proposal length

How long is a piece of string? Unfortunately, there’s no ideal length for a business proposal.

Some companies give out guidelines, but the length can still vary greatly depending on the industry and also on the depth and scope of the project.

Unsolicited proposals will generally be shorter than solicited – potential clients that have asked for a proposal are much more likely to sit down and read a longer document.

As a general rule, you want to keep it as short and succinct as possible, while still providing all of the necessary information and detail.

Your language should be clear and concise. It’s a good idea to use plain English and refrain from industry jargon and technical terms.

If you must use technical terms, then break them down to ensure that your reader understands them.

The easier your proposal is to understand, the easier it will be for the buyer to say yes!

How to keep your business proposal short and punchy

When it comes to proposal writing, a good tip to keep the length under control is to use economical sentences.

That means that your sentences should not contain any unnecessary words.

I’ll show you what I mean. Here’s an example of a sentence that is far too long winded and confusing:

For the purposes of adhering to the current regulations, I intend to take each and every precaution necessary in order to adequately fulfill the health and safety requirements.

If we get rid of all the unnecessary words and simplify the sentence, it now reads much more clearly:

Every precaution will be taken in line with health and safety regulations.

Here’s another example of a sentence that contains a lot of unnecessary words:

It’s important to plan ahead in order to avoid unexpected surprises and unintentional mistakes.

There are three words in the above sentence that don’t need to be there:

Ahead isn’t needed because planning always involves thinking ahead.

All surprises are unexpected , so that word doesn’t need to be there either.

It’s rare that someone makes a mistake on purpose so the word unintentional doesn’t belong.

If we take out the unnecessary words the sentence still makes complete sense:

It’s important to plan in order to avoid surprises and mistakes.

Why use “for the purpose of” when “for” will do? Why use “in the event of” when “if” is all you really need?

Check your proposal for unnecessary words and get rid of all the junk words from your sentences. Your proposal will be much more appealing and far better understood.

Also, avoid unnecessary repetition of words and phrases.

Another trick for proposal writing is to take out any tables and graphs and put them into an appendix at the end. Be sure to reference them in the main body of your text so that they are easy to find.

If you’re using examples to make a point, try to limit them to one or two. It’s easy to get carried away when you’re passionate about the results that you can deliver. So make your point (well) and move on.

Use appropriate language and tone

Have you noticed how many companies are dropping the formalities these days?

Contrary to popular belief, you don’t need to adopt a stuffy and formal tone in your business proposal!

You want to be professional, of course.

But there’s nothing wrong with adding a bit of personality.

A friendly conversational style can make you more relatable and work wonders when it comes to winning bids.

Don’t be afraid to have fun, notice the language in the example below is both professional yet informal and playful:

SAAS Proposal Template

Proposify’s SAAS proposal template.

Obviously, your choice of tone is going to be greatly influenced by the business you’re in.

Have a look at your company’s website. Have a read of their promotional materials. What sort of tone do they adopt?

Think about your target audience, and try to mimic the type of language they use. If you can, try to customise your tone for your reader, while also staying true to your brand.

Step 6 – send your proposal (and follow it up!).

How to submit your proposal.

Most of the time you’ll probably be sending your business proposals as an email attachment.

However, some businesses have a preferred submission process, so you should check whether that’s the case before you hit send.

If you have an RFP make sure you check it for instructions on how to submit.

It’s important to follow the directions exactly so that you don’t start off on the wrong foot.

You may be asked to log into a company’s portal or submit an application form that accompanies the proposal. Some companies may also ask for hard copies.

Some companies may even use submission guidelines as a test of your diligence.

For example, let’s say that the company you’re submitting to asks for the proposal to be formatted with double line spacing.

Any companies that miss this simple instruction will stand out a mile (and appear lax) and their proposal will be likely overlooked.

Even a perfect proposal can lose the contract if it’s submitted incorrectly.

How to follow up

The Art of Follow Up

People do business with people, not documents. That’s why it’s important to follow up with your client in order to keep the relationship going.

Ideally, your business proposal will have impressed your client so much that they will contact you back immediately. Unfortunately, this is rare.

They will likely have several proposals to look through and this could take some time.

So even though it’s hard, try not to jump down their throats too soon after you submit.

Once you’ve given them some time, drop them an email or give them a quick call.

Make sure they know that you’re available to answer any questions they may have about your proposal.

If you have submitted digitally and you have document analytics or email tracking software in place, then you’ll know when your proposal has been seen and you can time your follow up accordingly.

Business proposal templates

There are lots of companies that offer free business proposal software and templates. Some of them are terrible.

So, I’ve weeded those out and compiled a shortlist list of the 3 very best options.

Let’s take a look at them.

This is by far my favourite resource for a free business proposal template.

They currently have more than 70 free proposals to choose from, ranging from accounting advertising and architecture, to web design and wordpress development.

Their business proposals are well-written, well-designed and completely customisable.

They also seem to be adding new ones daily.

The proposals are organised into 6 main categories:

  • Real estate.
  • Professional services.

Let’s take a closer look at some of Proposify’s best business proposal templates.

Free template number 1

Advertising Proposal Template

Proposify’s advertising proposal template.

This one is 11 pages long and has some great eye-catching designs which are perfect for those in the advertising industry where it’s all about grabbing people’s attention.

This is a great example of how well thought out the designs are on the Proposify options. Not only is this proposal well-designed, but it also suits the industry that it’s aiming for.

Sadly, not many companies put this much thought into the look and design of their proposals.

But, as we’ve already learnt in the cover page section, design is a crucial element of your business proposal. So this one gets two thumbs up!

Free template number 2

Investment Proposal Template

Proposify investment proposal template.

This is a page from inside the investment business proposal template. I like how the colour scheme reflects the serious nature of the finance industry but also adds a little fun design element.

Free template number 3

Catering Proposal Template

This 12 page business proposal template would be great for anyone in the food business. It has an introduction and about page, and options to showcase themes and previous work:

Catering Proposal Template 2

Proposify catering proposal template

Free template number 4

Marketing Research Proposal Template

Proposify market research template

This 10 page offering for those in the marketing game is funky, fun and full of energy.

There’s plenty of space to explain the phases of your project and your overall methodology. There are also pages for introducing your team and including client testimonials.

Free template number 5

SEO Proposal Template

Proposify’s SEO proposal template.

Suitable for marketing agencies and freelancers, this 16 page business proposal template is chocked full of information that could save you a ton of time writing. The statement of work and contract at the end is also extensive.

Qwilr has some good modern designs.

There aren’t a huge range of business proposal examples to choose from (Less than 20 by my count), but the ones they do have are very good.

It’s quick and easy to knock one up and the proposals look clean and feel pretty slick.

If you use Qwlir, you can also set up notifications that tell you when your proposal has been viewed.

My only gripe with them is that you can’t easily separate the business proposals from the other documents they offer, which means it takes longer to find what you’re looking for.

I guess they just don’t have enough business proposals to warrant making an extra section for them on the website.

The best way to find them is to look through everything on the popular page. There is an option to select “business” but I found that when I did this, some of the proposals didn’t show up.

Despite the dodgy organisation, it’s well worth checking them out.

Here’s my top picks from Qwilr:

Free template number 6

Sales Proposal Template

Qwilr’s sales proposal template .

Video is so hot right now, which is why it’s great that you can easily incorporate video into this sales template. You can embed spreadsheets and slideshare presentations too.

On the whole, it’s very professional looking and feels current. I imagine that this would be a difficult one to say no to.

Free template number 7

Marketing Agency Proposal Template

Qwilr’s Marketing agency proposal

Those in the marketing biz will love this well-designed offering. This marketing agency proposal ticks all the boxes.

The design on this one somehow makes everything seem simpler and less overwhelming.

The images are great and text is good enough to base your ideas around (with just a few tweaks to customise).

Free template number 8

Landscaping Proposal Template

Qwilr’s Landscaping proposal template.

How nice does that lawn look?

The review summary in this vibrant landscaping proposal template is a nice touch and a good example of how you can include social proof.

As you would expect, there’s plenty of space in here to show off your proposed designs as well as previous work.

As this is a visual industry, this template contains more images than most. But there’s also room to go through the various services you offer and explain your pricing.

Free template number 9

Advertising Proposal Template 2

Qwilr’s Advertising proposal template.

If you’re pitching your advertising skills, you might want to use this bold and simple template that focuses on results.

It’s clean, professional and the imagery is minimal, meaning there’s no distractions from the bottom line.

Free template number 10

Photography Proposal Template

Qwlr’s Photography proposal template.

This is a great format for freelance photographers. The tone is relaxed and the overall proposal comes across as friendly and inviting, which is exactly what you want if you’re looking to get booked for weddings and events.

PandaDoc has over 450 templates available. But, it’s not as easy to browse through them as it is with Proposify and the Designs aren’t quite as good as either Proposfy or Qwilr, which is why it gets the number 3 spot.

Free template number 11

This is a pricing page taken from PandaDoc’s copywriting template. It has a contents page, room for an introduction and includes an executive summary, testimonials and terms and conditions.

Copywriting Proposal Template

PandaDoc’s copywriting proposal template.

Their proposals are comprehensive and very professional looking.

The design element is somewhat lacking compared to Proposify however, and you’ll find that the same design is used again for different Industries:

Web Design Proposal Template

PandaDoc’s web design proposal template.

Copywriting Proposal Template 2

Free template number 12

Catering Proposal Template

PandaDoc’s catering proposal template.

The catering proposal will get the job done. It has a nice design and contains lots of useful hints and tips.

There’s a handy table for keeping track of all the equipment needed, a place to break down the menu and to detail staffing and decoration requirements.

Free template number 13

IT proposal template

PandaDoc’s IT Services proposal template.

This IT services proposal template is great for those who want to keep it short and sweet. There’s options to add images,video and pricing tables (although this may incur charges).

Free template number 14

Sponsorship Proposal Template

PandaDocs sponsorship proposal template.

If you’re looking to pitch a sponsorship deal for an event, look no further than this template.

As with all of PandaDoc’s templates, It’s fully customisable, allowing you to add video and organise information in a way that works for you and appeals visually.

Free template number 15

Mobile App Proposal Template

PandaDoc’s Mobile app development proposal.

If you’re a budding app creator , this one could be ideal for you. This proposal has a nice simple design and contains plenty of useful information that provides a great framework for putting together a well thought out proposal aimed at the mobile app industry.

Decktopus is a new generation business proposal template creation tool that allows users to create good-looking, and living documents in no time.

The tool consists of more than 100 templates that are ready to use. All you need to bring is your content!

Decktopus allows you to share your business proposal template live, or you can also choose to embed the presentation on your website. The greatest feature of Decktopus is that you can easily connect with your clients or leads through the interactive forms that you can add to your business proposal template.

So, you can easily close the deal within the presentation with Decktopus!

Decktopus has over 100,000 users worldwide. Decktopus is climbing the stairs in becoming the fastest and most engaging business proposal & presentation creation tool for no-code creators and busy professionals or anyone who wants to share their know-how!

Let’s wrap this up

There you have it. If you have listened well, you should now have all the information you need to write an effective business proposal and follow up with potential customers.

So, what are you waiting for?

Scroll back up to the top and let’s get cracking!

Best of luck, I hope you nail it!

Read more: top 19 Venngage consultant business templates you could use right away.

One thought on “ How to Write a Business Proposal in 2021: 6 Steps + 15 Free Templates ”

How to Write a Proposal in 10 Easy Steps [Templates Included]

You’re tasked with writing a proposal, and a lot is at stake.

Now is not the time to guess. What should you write? How can you appeal to the client’s deepest desires? How do you satisfy client expectations for your specific industry?

Now is the time to follow a proven process. We’ve analyzed millions of proposals sent with our software to see which tips and tricks actually have an impact on closing rates.

We’re covering all that and more.

Keep reading for our step-by-step guide that shows you exactly how to write a proposal simply by customizing the sections in one of our proposal templates . The right template will show you exactly what to include while helping you save hours on design and formatting.

Graphic showing the elements needed to write a proposal

What’s in this guide:

What is a proposal?

How to write a proposal in 10 easy steps, industry-specific proposal writing guidelines, 3 proposal templates, next steps: write your own proposal.

A proposal is a document that outlines a project or service to clarify the details and get agreement from all parties involved. Proposals typically include the overall service approach, important timelines, and key deliverables.

For best results, use proposal software instead of a PDF. This way, you’ll get important features for sales like e-signatures, brand and content control, and full visibility into the client’s viewing activity.

The 9 Important parts of a proposal

There are many different ways to structure a proposal . Through our research of successful proposals , we’ve found that the winning documents usually include these key sections:

Executive Summary

Deliverables

Terms and Conditions

Case Studies (or Social Proof)

Each proposal might name these key sections differently, or put them in a different order.

No matter the sections you choose, make sure you include a table of contents. If you use Proposify , the table of contents is automatically shown on the left-hand side, so clients can easily click around to review different sections again. As you might imagine, the pricing section is often viewed a few times before a decision is made.

Proposals vs reports

While a proposal is used to pitch a new project or service (either to a client or internally to your boss), a report is designed to share details on a project that’s already taken place. Use reports to audit business operations or share the success of a marketing campaign.

Follow along with our step-by-step process, as we use our advertising proposal template . While the content of the examples is specific to advertising, this template can easily be adjusted to fit any industry or project type.

Step 1. Discover the needs and requirements

You can’t write a great proposal without a great pitch.

Take the time to understand what your client needs, what their goals are, what they’re concerned about, and what results they care about most.

If you’re pitching a project internally, be sure to talk with different stakeholders and members of your team.

Tips for discovery:

During discovery sessions , ask the appropriate questions to find out if the client is worth your time. Do they fit your ideal client profile? Are they ready to implement your solution? Set criteria to determine if this prospect is ready to even receive a proposal for you. And make sure to update your criteria over time as you learn more about your ideal client.

Proactively discover and handle objections . Ask the client about any concerns, hesitations, or times they’ve been burned by service providers before. This way, you know exactly what points to cover in your proposal.

Get verbal agreement from the client on your pitch and approach before putting it in writing with a proposal.

Step 2. Create the cover page

Kick off your proposal writing with a compelling cover page (also known as the title page). The visuals and style take center stage here—it’s your first impression after all. As for the text, you just need a proposal title and key details such as your company’s name, the client’s name, the date, and your contact information.

Our proposal example features a bright, bold design and all of the details you need. There’s no “one way” to do this right, as long as you’re following your brand guidelines.

Writing a proposal. Advertising packages

Tips for creating cover pages:

Give your project a results-driven title that will immediately put the entire pitch and investment into perspective.

Make sure to choose a proposal template that matches the style of your brand, as it will be easy to change the colors and text later.

Step 3. Write the cover letter

Now it’s time to write your cover letter. This is one of the most challenging proposal sections to write because it really sets the tone for the rest of your pitch.

The cover letter (also known as the executive summary) should do more than just provide an overview. This section must be persuasive enough to convince your client to read the rest of the proposal.

Appeal to their desires, hit their key pain points, and get them excited about the transformation you can provide. Make sure you’re crafting compelling, relevant messaging specifically for each individual buyer.

Writing a proposal. Cover letter.

Tips for writing cover letters:

Make sure the copy is on brand. That might mean funny and irreverent or serious and formal.

Put the focus on the outcome of the service, whether that’s customer acquisition, improved facility safety, or a memorable event.

Step 4. Create a company bio

Before you move on to the project approach and pricing, it’s smart to tell the potential client a bit about your company.

This section could include basic information such as your founding date and the niche you focus on, as well as small business bragging rights, such as awards, average results, or audience reach.

If this is an internal pitch, you can write about your team instead of the entire company.

In our example proposal, there’s one page for a company bio and one page for company statistics that matter to the potential client.

Writing a proposal. Who are we?

Tips for writing company bios:

Even though this section is about you, find ways to make it about your prospective client. Include the company details that show that you can get them the results they’re looking for.

Get creative. Instead of just a wall of text, can you use icons or statistics to show who you are?

Make sure to save this section as a template to re-use it for future proposals. You don’t have to modify this for each client, but you might want to create slightly different company bios for different services (if you offer very different services).

Step 5. Add social proof

We recommend that you include social proof immediately after your company bio section. This way, you use the words of your previous clients to back up the nice things you just said about yourself.

Social proof can be testimonials, mini case studies, reviews, and star rating averages.

If you’re doing creative or construction work, you might also want to include a couple of portfolio samples.

What people are saying.

Tips for using social proof:

Match the testimonial or review to the pitch. Have a bank of testimonials to choose from so you can always pick the most relevant ones.

Be concise. You may want to trim or edit long testimonials so each one is under 50 words. Otherwise, prospective clients might not read them.

Continue to proactively collect social proof. Ask happy clients to write a testimonial or review you online

Step 6. Outline the core approach

Now it’s time to sell your services. Create an approach section to showcase what you want you plan to offer the client.

There are so many different ways to write this section, as it really depends on what you’re pitching. You might break the work down into categories with bullet points or descriptions for each category. Or, you might write a few paragraphs describing your proposed solution and why you believe it’s the best fit for the client.

Your advertising media mix.

Tips for writing approach sections:

Consider giving this section a unique name, such as The Project Path , Our Plan , or Let’s Get to Work .

Beef it up with additional details. You might include a list of deliverables, a more detailed breakdown of the scope of services, or a timeline illustration with important milestones.

If you don’t have package options and there’s only one price listed, then this section should be very detailed. If there are pricing and service options, then this section will be simpler, and the following section will have the service breakdowns (per package options).

Step 7. Create a pricing table

When writing proposals, make sure to give plenty of time and attention to the pricing section. All of the details and options you provide will help clients better understand what they’re getting.

We recommend naming this section "Your Investment" as it helps remind potential buyers of the investment they’re making in their business.

In our example below, you’ll see 3 package options on the first page of the pricing section. And then, the client can select their package choice on the second page. This will automatically update the total pricing of the proposal.

Advertising with us: Your investment

Tips for proposal pricing:

Use optional pricing when possible, such as packages, project lengths, or add-ons, because these methods are known to positively affect closing rates .

Make sure to clarify the different types of costs, such as hourly costs versus fixed costs for an event management pitch.

Step 8. Write bios for your team members

In Step 4, you created a bio for your company to sell your company’s expertise and prove that you have what it takes to succeed at the service you’re pitching.

Now it’s time to show your client the real humans they’ll be working with if they decide to work with you. Think of this as the “you’re in good hands” section.

Include the faces the client will interact with, making sure to specify your team’s unique talents and what they bring to the table.

Our Sales Team

Tips for writing team bios:

Only include bios for up to 6 people. You could write bios for the entire company (for a very small business), the executive team, or the people who will handle the account if the proposal is won.

Use this section to show off not only your credentials but your personality. Have fun with it, but as always, stay on brand. A formal proposal might skip the jokes and stick just to the accolades.

Step 9. Add your business contract

This section of the proposal should include the contractual details that will formalize the agreement. This way, you can send the business proposal, and you don’t have to also send a separate contract.

You might have multiple pages of legal clauses or a simple statement of work.

Statement of work and contract

Tips for writing proposal contracts:

If the statement of work isn’t already clarified in the meat of the proposal, make sure to include it here.

Include a clause on refunds, cancellations, and project modifications.

Make sure to have your legal team help you craft the contract section so you know it satisfies your company’s requirements.

Step 10. Sign and send it for signature

And lastly, you need to write your e-signatures page and add an e-signature for yourself and one for your client.

As soon as a client has chosen their pricing options, they can sign the proposal to begin the project.

Writing a proposal. Standard legal content and sign-off

Tips for adding proposal e-signatures:

Write a message above the signature that helps to seal the deal. Talk about how excited you are to get started and clarify what the immediate next steps will be after the proposal is signed.

Always sign your proposals before you send them! Our research shows that a proposal is more likely to close if you’ve already signed it by the time the client opens it.

Review your proposal analytics to know how to follow up with clients. For example, if a client hasn’t opened the proposal yet, remind them to do so. But if they’ve opened it several times, ask if they have any questions or if they would like to modify the project.

Every industry has its own proposal writing best practices. Here are some tips to consider.

When writing a software proposal, ensure you include ample information on how you will help the client implement and utilize your software. That might look like staff training sessions, custom integrations, a pilot rollout, etc.

Construction

In the construction industry, you will likely receive a request for proposals (RFPs) from large corporations and government agencies. So make sure you check the details of the RFP so that your solicited proposal covers all required information.

You typically need to include a very detailed pricing and timeline breakdown, and you might need to showcase your adherence to state and county requirements , whether for certifications, environmental protections, etc.

Marketing is all about results. You should include a couple of different formats of social proof, such as statistics with client results and testimonials. Marketing also requires a lot of creativity regardless of the channel, so make sure you showcase your company’s creative side with unique proposal headings and imagery.

When you’re writing a proposal for event management, catering, or some other service, you need to keep a couple of things in mind. First, make sure that you source testimonials from event attendees, not just your direct clients. Also, your pricing section should include the fixed costs (such as a venue) and the variable costs (like your team’s hours decorating the event or the venue’s bar tab at the end of the night). For any variable costs, provide an estimate that’s 10% higher that what you actually expect.

Proposify offers dozens of proposal templates to guide your writing and help you win deals. Here are some of our favorites.

1. Construction job proposal template

Construction Job Proposal

Ready-made for the construction industry, this template includes previous projects to serve as portfolio pieces, a detailed project summary with items the client is expected to provide, and a project schedule.

2. Accounting proposal template

Accounting Proposal

While this template was created for accounting services , it can be easily modified to fit various consulting services. The top sections include the introduction letter, about us page, project summary with goals and service breakdown, and a detailed pricing estimate.

3. Catering proposal template

Catering proposal

With this event catering proposal template , you’ll get a short and sweet introduction page, a longer company bio, a food showcase, event details (great for proactively handling any confusion or mix-ups), a theme moodboard, and a menu sample.

This proposal could be adapted for other types of creative work, such as photography, retail store decorating, or makeup services.

To write an effective proposal, you must start with a solid understanding of the client’s needs. This way, you can put their desired results and transformation front and center. Write a cover letter, project summary, company bio, and pricing table to clarify what the client will receive while also selling your company as the best solutions provider.

You can easily write a proposal using our detailed, beautifully designed proposal templates .

Ready to close deals faster? Start your free trial of Proposify.

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How to Write a Cleaning Service Business Plan + Free Sample Plan PDF

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Elon Glucklich

7 min. read

Updated February 17, 2024

Free Download: Cleaning Service Business Plan Template

With busy schedules and job demands, not everyone has time to clean up after themselves. 

That’s why nearly 10 percent of Americans hired residential cleaning services as of 2020, and the demand for cleaners is rising. And despite a resistance to return to the office, commercial cleaning remains a $100 billion industry . Building owners still need pristine spaces if a lease or sale opportunity arises.

If you’re getting into the cleaning industry, or trying to grow your existing business, you’ll need to do some upfront work. That’s where a business plan comes in. This article will help you ensure that you’re meeting the right market opportunity, and that your business brings in enough revenue to be profitable long-term. If you need a bank loan or investment , a business plan will be crucial.

Are you looking for a free, downloadable cleaning service sample business plan PDF to help start your own business plan, Bplans has you covered.

  • What should you include in a cleaning service business plan?

Keep your plan concise, and focus only on the most important sections for your business. Your plan will likely include some or all of these sections:

  • Executive summary
  • Market analysis
  • Products and services
  • Marketing and sales strategy
  • Company overview
  • Financial plan

It’s especially important for a cleaning service business plan to consider the wide range of services and related products you may offer. Your business might provide specialized cleaning services, or sell eco-friendly cleaning products along with cleaning homes or office spaces.

You’ll need to detail your strategies for promoting each of these products and services to maximize the revenue you generate from each client.

Here’s an example of a cleaning service business plan outline.

A sample outline for a cleaning service business plan.

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  • The 8 elements of an effective cleaning service business plan

1. Executive summary

The executive summary is a broad overview of your plan. Without going over one to two pages, outline all of the components of your cleaning service business. 

Include a mission statement in your executive summary. This simple, action-oriented statement explains your company’s purpose. Maybe your goal is to grow into your area’s leading residential cleaning service. Or to expand the market for eco-friendly cleaning solutions. It summarizes what your company does for customers, employees, and owners. It also helps someone reading your business understand in greater detail what sets your business apart from competitors, and how it will be profitable.

If you’re writing your plan for a bank or investor, they will start with the executive summary. So it’s where you’ll want to make a good first impression. Try to draw them in right away by showing you have a clear value proposition.

2. Market analysis

The market analysis section is where you make the case that your business can generate enough demand to be successful. To do that, you’ll need to thoroughly assess your market, identifying key trends in the region’s home or commercial real estate sectors that might indicate a need for your services.

Evaluate the size of your potential market , including residential and commercial segments. You should also analyze the competition . Start by identifying the number of existing providers and their service offerings, and highlight any gaps you observe in the market that your business can fill.

3. Cleaning services and products

This section should detail the cleaning services and products you offer. These may include various residential and commercial cleaning services, like standard cleaning, deep cleaning, specialized disinfection services, or eco-friendly cleaning options.

If you plan to use specific cleaning products or specialized equipment, also detail these. Emphasize any services or products that set your business apart from the competition, like allergen-free cleaning services for homes or exclusively green cleaning products.

4 . Marketing and sales strategy

Your marketing and sales strategy is how you put your market research into action to attract and retain customers for your cleaning service.

Start by identifying the most effective marketing channels for reaching your target market, such as online advertising, social media , local flyers, or partnerships with real estate agencies.

To reach the broadest customer base possible, outline your digital and traditional marketing strategies. Discuss the importance of a strong online presence, including a user-friendly website and active social media profiles to build brand awareness and credibility. 

You should also provide information about your pricing strategy , and whether you’ll offer special promotions or loyalty programs to encourage repeat business and referrals.

5. Milestones

The milestones section is where you outline the key objectives for your business and timelines for achieving them. This section can be short, with individual milestones listed as bullet points.

Milestones could include securing initial funding, acquiring necessary licenses, launching your marketing campaign, reaching a certain number of clients, or hitting revenue targets. Be sure to list when you expect to achieve each milestone, and which members of your team will be responsible for reaching them.

6. Company overview

The company summary gives a brief overview of your cleaning business. Include the legal structure , target service area, and history of your business if it already exists.

If you’re writing your plan because you’re seeking funding for your business from a bank, clearly state how much you’ll need, how you plan to use it, and how it will benefit the business. Funding uses could include purchasing new equipment to expand your services, or hiring additional staff to widen your service area.

You can also include a brief management team section covering your key employees, their roles, responsibilities, qualifications, and experience. 

If you plan to contract with cleaning crews instead of hiring employees, describe how this arrangement will work and why you think it will benefit your business.

7. Financial plan and forecasts

Your financial plan should present detailed financial projections, including revenue , costs , and profitability .

If you’re a new business, list your startup costs , including initial equipment, supplies, licensing, and marketing investments. Also, outline your funding sources, such as loans, investments, or personal savings going into the business.

Include a cash flow statement , income statement , and balance sheet . The financial statements and projections should demonstrate your cleaning service’s potential to generate sustainable profits over the long term.

8. Appendix

The appendix is an optional section for you to add supporting information or documents that don’t fit within the plan. This could include market research data, lease agreements, employee contracts, or licensing and permit documents.

  • Writing an effective cleaning service business plan: Key considerations

When writing your cleaning service business plan, focus on these areas to increase your likelihood of success.

1. Offer diverse service offerings

The cleaning industry caters to a wide array of customer needs, from residential homes with regular upkeep, to commercial spaces that need specialized sanitation. Offering services to the broadest customer base you can manage will help you expand your share of the market .

2. Pricing strategy  

Your pricing strategy is vital to balance attracting and retaining customers to ensure your business remains profitable. 

Extensive market research into competitors should help you understand what represents a competitive pricing structure in your target area. Offering flexible pricing models, like flat rates for certain services or discounts for recurring appointments, can also appeal to a broader customer base. Just make sure your forecasts show that you’ll generate more revenue from repeat business through any discounts you decide to offer.

3. Protect your reputation

Trust and reputation are crucial in the cleaning service industry, where small mistakes can cost you customers. Consider in your marketing plan whether your branding and customer feedback policies emphasize your commitment to quality work and reliable service. And make sure to check how your business is being reviewed online.

4. Professional training and standards

To achieve a reputation as a high-quality cleaning service, your standards as a business owner need to trickle down to your employees. The operations section of your plan should include training your workers on the latest cleaning techniques, customer service best practices, and safety protocols to ensure your team meets those high standards you’ve set.

5. Online marketing and presence

We touched on this in the marketing and sales strategy section, but strong online and social media presences are fairly low-cost tactics for reaching new customers. Consider how much a professionally designed website that’s search engine optimized, active social media engagement, and strategic online advertising might increase your visibility.

  • Download your cleaning service sample business plan PDF

Download this cleaning service sample business plan PDF for free right now, or visit Bplans’ gallery of more than 550 sample business plans if you want more options.

Don’t get hung up on finding a sample business plan that exactly matches your cleaning service. Whether you’re setting up a boutique eco-friendly cleaning service or a broad-scale commercial cleaning operation, the core elements of your business plan will largely be consistent.

There are plenty of reasons cleaning service business owners can benefit from writing a business plan — you’ll need one if you’re seeking a loan or investment.

Even if you’re not seeking funding, thinking through every aspect of your business will help you ensure you’re not overlooking anything critical as you grow.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Content Author: Elon Glucklich

Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.

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Find answers to frequently asked questions (FAQs) about general information on Form 1099-K.

Back to Form 1099 FAQs

Updated and new FAQs were released to the public in Fact Sheet 2024-03 PDF , Feb. 6, 2024.

On Nov. 21, 2023, in Notice 2023-74,  the IRS announced that calendar year 2023 would be a transition year for third party settlement organizations (TPSOs). TPSOs, which include popular payment apps and online marketplaces, must file with the IRS and provide taxpayers a Form 1099-K that reports payments for goods or services where gross payments exceed $20,000 and there are more than 200 transactions during the calendar year.

General information FAQs

Q1. what is form 1099-k and why would i receive one (updated feb. 6, 2024).

A1. Form 1099-K, Payment Card and Third Party Network Transactions, is an information return used to report payments you received during the year from:

  • Credit, debit or stored value cards such as gift cards (payment cards)
  • Payment apps or online marketplaces for goods or services (third party settlement organizations or TPSOs)

You should receive a Form 1099-K if you sold a good or provided a service and were paid a gross amount in excess of the reporting threshold through a payment app or an online marketplace or accepted a payment from a payment card. You may have a tax obligation if you had a gain on the sale or received payment for services you provided.

Form 1099-K is an information return that popular payment apps and online marketplaces provide when you use them for selling goods or providing a service. You can use the information on the Form 1099-K with your other tax records to determine your correct tax owed. See Understanding your Form 1099-K for more information.

Third party information reporting for certain payments is required by law and has been shown to increase voluntary tax compliance, improve tax collections and assessments within the IRS, and thereby reduce the tax gap .

Q2. Is there a threshold amount that has to be met before I would receive a Form 1099-K? (updated Feb. 6, 2024)

A2. For payment cards, there is no threshold amount that has to be met to receive a Form 1099-K due to payments received through a payment card transaction. Therefore, if you received $0.01 of payments from a payment card transaction, you should receive a Form 1099-K for those payments.

The federal reporting threshold for TPSOs for calendar year 2023 remains the same as previous years, which is for total gross payments for goods or services that exceed $20,000 and for which there are more than 200 transactions for a payee.  Your state may have a lower reporting threshold for TPSOs, which could result in you receiving a Form 1099-K, even if the total gross payments you received in the year did not exceed the federal reporting threshold.

For background: The ARPA lowered the reporting threshold to impose a reporting requirement on TPSOs on Form 1099-K from gross payments of more than $20,000 and 200 transactions for a payee to gross payments totaling more than $600 (regardless of the number of transactions) for a payee.

For 2022: The IRS issued Notice 2023-10 , which temporarily delayed the enforcement of the lowered reporting requirement on TPSOs only. However, you may have received a Form 1099-K at the lower threshold, despite Notice 2023-10.

For 2023: The IRS determined in Notice 2023-74 that calendar year 2023 will be regarded as another transition year for the new reporting requirements for TPSOs only. However, you may have received a Form 1099-K at the lower threshold, despite Notice 2023-74.

Q3. What qualifies as a payment card? (updated Feb. 6, 2024)

A3. The term “payment card” includes credit cards, debit cards, and stored-value cards (including gift cards), as well as payment through any distinctive marks of a payment card (such as a credit card number).

A payment card is issued according to an agreement that provides all of the following: one or more issuers of the cards; a network of persons unrelated to each other, and to the issuer, who agree to accept the cards as payment; and standards and mechanisms for settling the transactions between the merchant acquiring entities and the persons who agree to accept the cards as payment.

Q4. What is a third party settlement organization (TPSO)? (updated Feb. 6, 2024)

A4. A TPSO is the central organization that has the contractual obligation to make payments to participating payees (generally, a merchant or business) of third party network transactions. An example could include apps used to handle the money transfer between buyers and sellers.

Q5. Does delaying the $600 reporting threshold mean I won’t get a Form 1099-K for gross payments of $20,000 or less? (added Feb. 6, 2024)

A5. Not necessarily. The 2023 federal reporting threshold of over $20,000 and 200 transactions is a reporting requirement for TPSOs, but companies may still send a Form 1099-K for payments for goods or services payments that are less than that amount. For example, you may receive a Form 1099-K from other payment settlement entities, such as merchant acquiring entities.  In addition, those TPSOs that have performed backup withholding under section 3406(a) for a payee during calendar year 2023 must file a Form 945 and a Form 1099-K with the IRS and furnish a copy to the payee if total reportable payments to the payee exceeded $600 for the calendar year.  Also, your state may have a lower reporting threshold for TPSOs, which could result in you receiving a Form 1099-K, even if the total gross payments you received in the year did not exceed the federal reporting threshold.

For more information see Backup Withholding.

Q6. Who reports payment card transactions when a payment settlement entity contracts with a third party, such as an electronic payment facilitator, to settle reportable payment transactions? (updated Feb. 6, 2024)

A6 . The entity submitting the instructions to transfer funds to the participating payee's account is responsible for reporting payment card transactions. In this case, the electronic payment facilitator is responsible for reporting because it is the entity submitting the instructions to transfer the funds in settlement of the payment card transactions.

Q7. Do I have to report payments on my tax return if they are not reported on a Form 1099-K? (added Feb. 6, 2024)

A7. Yes, the Form 1099-K reporting threshold doesn’t affect whether payments are taxable or whether a tax return must be filed.

All income, no matter the amount, is taxable unless the tax law says it isn’t – even if you don’t get a Form 1099-K. Income also includes amounts not reported on forms, such as payments you receive in cash, property, or services.

Q8. What is reported on the Form 1099-K? (added Feb. 6, 2024)

A8. The gross payment amount (Box 1a) on Form 1099-K reports the total, or gross, dollar amount of reportable payment transactions. It doesn't include adjustments for fees, credits, refunds, shipping, cash equivalents or discounts. Those items are not income. Taxpayers can deduct those items from the gross amount when including the income on their tax return.

The gross payment amount also does not account for the original purchase price, or basis, of any items sold and whether the items were sold at a gain or loss. For more information on how to establish this basis, go to IRS.gov: Publication 551, Basis of Assets PDF .

Taxpayers will need to use their Form 1099-K with other tax records to help figure and report their correct income on their tax return.

Q9. If I buy an item with a payment card or payment app or use an online marketplace, will I receive a Form 1099-K? (updated Feb. 6, 2024)

A9 . No. You should not receive a Form 1099-K for making purchases. Form 1099-K is used to report certain payments that you received for selling goods or providing services.

Related topics

  • Understanding your Form 1099-K
  • General information  
  • What to do if you receive a Form 1099-K
  • Common situations
  • Third Party filers
  • Should my organization be preparing, filing and furnishing Form 1099-K?

Previous updates to FAQs

  • Fact Sheet 2023-06 PDF , March 22, 2023
  • Fact Sheet 2022-41 PDF , Dec. 28, 2022
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Latest SALT Deduction Cap Proposal Increases Budget Deficit, Creates New Tax Cliffs, and is Regressive

Shortly after the U.S. House of Representatives passed the bipartisan tax deal earlier this week, Rep. Mike Lawler (R-NY) introduced the SALT Marriage Penalty A marriage penalty is when a household’s overall tax bill increases due to a couple marrying and filing taxes jointly. A marriage penalty typically occurs when two individuals with similar incomes marry; this is true for both high- and low-income couples. Elimination Act, which passed the House Rules Committee 8-5 on February 1 st and may be considered on the House floor as soon as next week.

While the bill would offer incremental relief, it would increase the budget deficit, create a new cliff in the tax A tax is a mandatory payment or charge collected by local, state, and national governments from individuals or businesses to cover the costs of general government services, goods, and activities. code, and mostly benefit higher earners, all without improving long-run economic growth.

The bill would increase the $10,000 cap on state and local tax (SALT) deductions to $20,000 for joint tax filers who earn under $500,000 in adjusted gross income for the 2023 tax year. For those earning over $500,000, the current law $10,000 cap would remain in place.

One rationale for this proposal is to eliminate the SALT deduction cap’s marriage penalty, as the cap is a fixed amount worth $10,000 for all filers under current law. However, reducing the SALT cap to $5,000 for single filers would be another way to fix this marriage penalty.

Taxpayers began to file tax returns for the 2023 tax year on January 29 th . If the bill is passed into law, it would require taxpayers or the IRS to adjust already-submitted tax returns.

While the bill represents a serious effort by policymakers to address the concerns of members in SALT-sensitive districts , its design creates several problems that violate the principles of sound tax policy.

First, we estimate the proposed change to SALT deduction cap would cost about $11.7 billion using Tax Foundation’s Taxes and Growth model. If the proposed change was extended to 2024 and 2025, it would cost another $25.5 billion over those two years. The bill contains no offsets, so the revenue loss would increase the budget deficit and would accrue additional interest costs.

Second, the proposed income limit of $500,000 creates a new and massive marginal tax rate The marginal tax rate is the amount of additional tax paid for every additional dollar earned as income. The average tax rate is the total tax paid divided by total income earned. A 10 percent marginal tax rate means that 10 cents of every next dollar earned would be taken as tax. cliff in the tax code. Joint filers earning $499,999 would be able to deduct up to $20,000 in SALT from their return. Joint filers earning one additional dollar would see up to $10,000 in SALT deductions immediately disallowed.

Joint filers in this income range are typically in the 32 percent or 35 percent marginal income tax bracket A tax bracket is the range of incomes taxed at given rates, which typically differ depending on filing status. In a progressive individual or corporate income tax system, rates rise as income increases. There are seven federal individual income tax brackets; the federal corporate income tax system is flat. depending on the total value of their itemized deductions. If a filer is in the 35 percent tax bracket, earning the additional dollar and losing $10,000 of deductions creates an extra $3,500 in tax liability. This creates a marginal tax rate of 350,000 percent on that additional dollar of income.

This tax cliff would create distortions in taxpayer behavior by incentivizing filers to stay just under the income limit and introduce new taxpayer frustration. The common way to avoid a tax cliff is to phaseout the deduction over a range of income, which would increase marginal tax rates over the income range but not result in a dramatic cliff.

Third, the adjustment to the SALT cap only benefits taxpayers who elect to itemize their deductions and pay more than $10,000 in state and local income or sales and property taxes. Taxpayers who do so tend to be higher earners , which means SALT relief usually makes the tax code less progressive .

Using the Tax Foundation Taxes and Growth Model, we find the proposal would increase after-tax incomes for the top 20 percent of taxpayers by 0.3 percent while the bottom 40 percent of taxpayers would see little change in after-tax incomes. The top one percent would see a relatively small 0.1 percent increase in after-tax income After-tax income is the net amount of income available to invest, save, or consume after federal, state, and withholding taxes have been applied—your disposable income. Companies and, to a lesser extent, individuals, make economic decisions in light of how they can best maximize after-tax income. because the $500,000 income limit means the highest earners don’t benefit.

In dollar terms, taxpayers who earn less than $100,000 would see nearly no benefit from the SALT cap. Only about 1.3 percent of the total tax change would accrue to taxpayers earning under $100,000, and less than 1 percent of filers in this group would see a tax cut.

On the other hand, taxpayers earning more than $200,000 receive nearly 77 percent of the total tax change and between a third and one half of those filers would get a tax cut. From a revenue standpoint, about $9 billion of the $11.7 billion in lost revenue would accrue to joint filers earning more than $200,000.

Because of the income limit, filers earning more than $500,000 would see no tax benefit.

Finally, the bill would not increase long-term economic growth or encourage additional economic activity because it changes SALT rules temporarily and retroactively in 2023 only. The SALT cap increases marginal tax rates, which discourages work and investment, but for an adjustment to encourage growth, it must be done on a permanent basis. The negative economic effects of the SALT cap could be considered when planning the design of a SALT cap post-2025, but the temporary and retroactive change considered in this bill does not alter long-run economic growth.

A temporary and retroactive change would not assuage taxpayer uncertainty headed in 2025, as the $10,000 cap is scheduled to expire under current law but may be taken back up as part of broader efforts to make the Tax Cuts and Jobs Act (TCJA) individual provisions permanent .

Taking these concerns together, the SALT Marriage Penalty Elimination Act would be a flawed way to address the SALT deduction cap. Policymakers should consider the long-term future of the cap in the context of the broader tax expirations in 2025, as they will need revenue if the TCJA tax cuts are made permanent. In the meantime, we should set aside short-term efforts to weaken the SALT cap.

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College of Nursing

Driving change: a case study of a dnp leader in residence program in a gerontological center of excellence.

View as pdf A later version of this article appeared in Nurse Leader , Volume 21, Issue 6 , December 2023 . 

The American Association of Colleges of Nursing (AACN) published the Essentials of Doctoral Education for Advanced Practice Nursing in 2004 identifying the essential curriculum needed for preparing advanced practice nurse leaders to effectively assess organizations, identify systemic issues, and facilitate organizational changes. 1 In 2021, AACN updated the curriculum by issuing The Essentials: Core Competencies for Professional Nursing Education to guide the development of competency-based education for nursing students. 1 In addition to AACN’s competency-based approach to curriculum, in 2015 the American Organization of Nurse Leaders (AONL) released Nurse Leader Core Competencies (updated in 2023) to help provide a competency based model to follow in developing nurse leaders. 2

Despite AACN and AONL competency-based curriculum and model, it is still common for nurse leaders to be promoted to management positions based solely on their work experience or exceptional clinical skills, rather than demonstration of management and leadership competencies. 3 The importance of identifying, training, and assessing executive leaders through formal leadership development programs, within supportive organizational cultures has been discussed by national leaders. As well as the need for nurturing emerging leaders through fostering interprofessional collaboration, mentorship, and continuous development of leadership skills has been identified. 4 As Doctor of Nursing Practice (DNP) nurse leaders assume executive roles within healthcare organizations, they play a vital role within complex systems. Demonstration of leadership competence and participation in formal leadership development programs has become imperative for their success. However, models of competency-based executive leadership development programs can be hard to find, particularly programs outside of health care systems.

The implementation of a DNP Leader in Residence program, such as the one designed for The Barbara and Richard Csomay Center for Gerontological Excellence, addresses many of the challenges facing new DNP leaders and ensures mastery of executive leadership competencies and readiness to practice through exposure to varied experiences and close mentoring. The Csomay Center , based at The University of Iowa, was established in 2000 as one of the five original Hartford Centers of Geriatric Nursing Excellence in the country. Later funding by the Csomay family established an endowment that supports the Center's ongoing work. The current Csomay Center strategic plan and mission aims to develop future healthcare leaders while promoting optimal aging and quality of life for older adults. The Csomay Center Director created the innovative DNP Leader in Residence program to foster the growth of future nurse leaders in non-healthcare systems. The purpose of this paper is to present a case study of the development and implementation of the Leader in Residence program, followed by suggested evaluation strategies, and discussion of future innovation of leadership opportunities in non-traditional health care settings.

Development of the DNP Leader in Residence Program

The Plan-Do-Study-Act (PDSA) cycle has garnered substantial recognition as a valuable tool for fostering development and driving improvement initiatives. 5 The PDSA cycle can function as an independent methodology and as an integral component of broader quality enhancement approaches with notable efficacy in its ability to facilitate the rapid creation, testing, and evaluation of transformative interventions within healthcare. 6 Consequently, the PDSA cycle model was deemed fitting to guide the development and implementation of the DNP Leader in Residence Program at the Csomay Center.

PDSA Cycle: Plan

Existing resources. The DNP Health Systems: Administration/Executive Leadership Program offered by the University of Iowa is comprised of comprehensive nursing administration and leadership curriculum, led by distinguished faculty composed of national leaders in the realms of innovation, health policy, leadership, clinical education, and evidence-based practice. The curriculum is designed to cultivate the next generation of nursing executive leaders, with emphasis on personalized career planning and tailored practicum placements. The DNP Health Systems: Administration/Executive Leadership curriculum includes a range of courses focused on leadership and management with diverse topics such as policy an law, infrastructure and informatics, finance and economics, marketing and communication, quality and safety, evidence-based practice, and social determinants of health. The curriculum is complemented by an extensive practicum component and culminates in a DNP project with additional hours of practicum.

New program. The DNP Leader in Residence program at the Csomay Center is designed to encompass communication and relationship building, systems thinking, change management, transformation and innovation, knowledge of clinical principles in the community, professionalism, and business skills including financial, strategic, and human resource management. The program fully immerses students in the objectives of the DNP Health Systems: Administration/Executive Leadership curriculum and enables them to progressively demonstrate competencies outlined by AONL. The Leader in Residence program also includes career development coaching, reflective practice, and personal and professional accountability. The program is integrated throughout the entire duration of the Leader in Residence’s coursework, fulfilling the required practicum hours for both the DNP coursework and DNP project.

The DNP Leader in Residence program begins with the first semester of practicum being focused on completing an onboarding process to the Center including understanding the center's strategic plan, mission, vision, and history. Onboarding for the Leader in Residence provides access to all relevant Center information and resources and integration into the leadership team, community partnerships, and other University of Iowa College of Nursing Centers associated with the Csomay Center. During this first semester, observation and identification of the Csomay Center Director's various roles including being a leader, manager, innovator, socializer, and mentor is facilitated. In collaboration with the Center Director (a faculty position) and Center Coordinator (a staff position), specific competencies to be measured and mastered along with learning opportunities desired throughout the program are established to ensure a well-planned and thorough immersion experience.

Following the initial semester of practicum, the Leader in Residence has weekly check-ins with the Center Director and Center Coordinator to continue to identify learning opportunities and progression through executive leadership competencies to enrich the experience. The Leader in Residence also undertakes an administrative project for the Center this semester, while concurrently continuing observations of the Center Director's activities in local, regional, and national executive leadership settings. The student has ongoing participation and advancement in executive leadership roles and activities throughout the practicum, creating a well-prepared future nurse executive leader.

After completing practicum hours related to the Health Systems: Administration/Executive Leadership coursework, the Leader in Residence engages in dedicated residency hours to continue to experience domains within nursing leadership competencies like communication, professionalism, and relationship building. During residency hours, time is spent with the completion of a small quality improvement project for the Csomay Center, along with any other administrative projects identified by the Center Director and Center Coordinator. The Leader in Residence is fully integrated into the Csomay Center's Leadership Team during this phase, assisting the Center Coordinator in creating agendas and leading meetings. Additional participation includes active involvement in community engagement activities and presenting at or attending a national conference as a representative of the Csomay Center. The Leader in Residence must mentor a master’s in nursing student during the final year of the DNP Residency.

Implementation of the DNP Leader in Residence Program

PDSA Cycle: Do

Immersive experience. In this case study, the DNP Leader in Residence was fully immersed in a wide range of center activities, providing valuable opportunities to engage in administrative projects and observe executive leadership roles and skills during practicum hours spent at the Csomay Center. Throughout the program, the Leader in Residence observed and learned from multidisciplinary leaders at the national, regional, and university levels who engaged with the Center. By shadowing the Csomay Center Director, the Leader in Residence had the opportunity to observe executive leadership objectives such as fostering innovation, facilitating multidisciplinary collaboration, and nurturing meaningful relationships. The immersive experience within the center’s activities also allowed the Leader in Residence to gain a deep understanding of crucial facets such as philanthropy and community engagement. Active involvement in administrative processes such as strategic planning, budgeting, human resources management, and the development of standard operating procedures provided valuable exposure to strategies that are needed to be an effective nurse leader in the future.

Active participation. The DNP Leader in Residence also played a key role in advancing specific actions outlined in the center's strategic plan during the program including: 1) the creation of a membership structure for the Csomay Center and 2) successfully completing a state Board of Regents application for official recognition as a distinguished center. The Csomay Center sponsored membership for the Leader in Residence in the Midwest Nurse Research Society (MNRS), which opened doors to attend the annual MNRS conference and engage with regional nursing leadership, while fostering socialization, promotion of the Csomay Center and Leader in Residence program, and observation of current nursing research. Furthermore, the Leader in Residence participated in the strategic planning committee and engagement subcommittee for MNRS, collaborating directly with the MNRS president. Additional active participation by the Leader in Residence included attendance in planning sessions and completion of the annual report for GeriatricPain.org , an initiative falling under the umbrella of the Csomay Center. Finally, the Leader in Residence was involved in archiving research and curriculum for distinguished nursing leader and researcher, Dr. Kitty Buckwalter, for the Benjamin Rose Institute on Aging, the University of Pennsylvania Barbara Bates Center for the Study of the History of Nursing, and the University of Iowa library archives.

Suggested Evaluation Strategies of the DNP Leader in Residence Program

PDSA Cycle: Study

Assessment and benchmarking. To effectively assess the outcomes and success of the DNP Leader in Residence Program, a comprehensive evaluation framework should be used throughout the program. Key measures should include the collection and review of executive leadership opportunities experienced, leadership roles observed, and competencies mastered. The Leader in Residence is responsible for maintaining detailed logs of their participation in center activities and initiatives on a semester basis. These logs serve to track the progression of mastery of AONL competencies by benchmarking activities and identifying areas for future growth for the Leader in Residence.

Evaluation. In addition to assessment and benchmarking, evaluations need to be completed by Csomay Center stakeholders (leadership, staff, and community partners involved) and the individual Leader in Residence both during and upon completion of the program. Feedback from stakeholders will identify the contributions made by the Leader in Residence and provide valuable insights into their growth. Self-reflection on experiences by the individual Leader in Residence throughout the program will serve as an important measure of personal successes and identify gaps in the program. Factors such as career advancement during the program, application of curriculum objectives in the workplace, and prospects for future career progression for the Leader in Residence should be considered as additional indicators of the success of the program.

The evaluation should also encompass a thorough review of the opportunities experienced during the residency, with the aim of identifying areas for potential expansion and enrichment of the DNP Leader in Residence program. By carefully examining the logs, reflecting on the acquired executive leadership competencies, and studying stakeholder evaluations, additional experiences and opportunities can be identified to further enhance the program's efficacy. The evaluation process should be utilized to identify specific executive leadership competencies that require further immersion and exploration throughout the program.

Future Innovation of DNP Leader in Residence Programs in Non-traditional Healthcare Settings

PDSA Cycle: Act

As subsequent residents complete the program and their experiences are thoroughly evaluated, it is essential to identify new opportunities for DNP Leader in Residence programs to be implemented in other non-health care system settings. When feasible, expansion into clinical healthcare settings, including long-term care and acute care environments, should be pursued. By leveraging the insights gained from previous Leaders in Residence and their respective experiences, the program can be refined to better align with desired outcomes and competencies. These expansions will broaden the scope and impact of the program and provide a wider array of experiences and challenges for future Leaders in Residency to navigate, enriching their development as dynamic nurse executive leaders within diverse healthcare landscapes.

This case study presented a comprehensive overview of the development and implementation of the DNP Leader in Residence program developed by the Barbara and Richard Csomay Center for Gerontological Excellence. The Leader in Residence program provided a transformative experience by integrating key curriculum objectives, competency-based learning, and mentorship by esteemed nursing leaders and researchers through successful integration into the Center. With ongoing innovation and application of the PDSA cycle, the DNP Leader in Residence program presented in this case study holds immense potential to help better prepare 21 st century nurse leaders capable of driving positive change within complex healthcare systems.

Acknowledgements

         The author would like to express gratitude to the Barbara and Richard Csomay Center for Gerontological Excellence for the fostering environment to provide an immersion experience and the ongoing support for development of the DNP Leader in Residence program. This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

  • American Association of Colleges of Nursing. The essentials: core competencies for professional nursing education. https://www.aacnnursing.org/Portals/42/AcademicNursing/pdf/Essentials-2021.pdf . Accessed June 26, 2023.
  • American Organization for Nursing Leadership. Nurse leader core competencies. https://www.aonl.org/resources/nurse-leader-competencies . Accessed July 10, 2023.
  • Warshawsky, N, Cramer, E. Describing nurse manager role preparation and competency: findings from a national study. J Nurs Adm . 2019;49(5):249-255. DOI:  10.1097/NNA.0000000000000746
  • Van Diggel, C, Burgess, A, Roberts, C, Mellis, C. Leadership in healthcare education. BMC Med. Educ . 2020;20(465). doi: 10.1186/s12909-020-02288-x
  • Institute for Healthcare Improvement. Plan-do-study-act (PDSA) worksheet. https://www.ihi.org/resources/Pages/Tools/PlanDoStudyActWorksheet.aspx . Accessed July 4, 2023.
  • Taylor, M, McNicolas, C, Nicolay, C, Darzi, A, Bell, D, Reed, J. Systemic review of the application of the plan-do-study-act method to improve quality in healthcare. BMJ Quality & Safety. 2014:23:290-298. doi: 10.1136/bmjqs-2013-002703

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