You can be creative in many aspects of the business proposal, but follow the traditional categories. Businesses expect to see information in a specific order, much like a résumé or even a letter. Each aspect of your proposal has its place and it is to your advantage to respect that tradition and use the categories effectively to highlight your product or service. Every category is an opportunity to sell, and should reinforce your credibility, your passion, and the reason why your solution is simply the best.
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Cover Page |
Title page with name, title, date, and specific reference to request for proposal if applicable. |
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Executive Summary |
Like an abstract in a report, this is a one-or two-paragraph summary of the product or service and how it meets the requirements and exceeds expectations. |
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Background |
Discuss the history of your product, service, and/or company and consider focusing on the relationship between you and the potential buyer and/or similar companies. |
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Proposal |
The idea. Who, what, where, when, why, and how. Make it clear and concise. Don’t waste words, and don’t exaggerate. Use clear, well-supported reasoning to demonstrate your product or service. |
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Market Analysis |
What currently exists in the marketplace, including competing products or services, and how does your solution compare? |
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Benefits |
How will the potential buyer benefit from the product or service? Be clear, concise, specific, and provide a comprehensive list of immediate, short, and long-term benefits to the company. |
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Timeline |
A clear presentation, often with visual aids, of the process, from start to finish, with specific, dated benchmarks noted. |
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Marketing Plan |
Delivery is often the greatest challenge for Web-based services—how will people learn about you? If you are bidding on a gross lot of food service supplies, this may not apply to you, but if an audience is required for success, you will need a marketing plan. |
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Finance |
What are the initial costs, when can revenue be anticipated, when will there be a return on investment (if applicable)? Again, the proposal may involve a one-time fixed cost, but if the product or service is to be delivered more than once, and extended financial plan noting costs across time is required. |
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Conclusion |
Like a speech or essay, restate your main points clearly. Tie them together with a common them and make your proposal memorable. |
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