A proposal is a detailed plan submitted for approval to a person or group in a position of authority. Proposals are among the most important kinds of occupational writing. They are written for many purposes and audiences and vary greatly in size and scope. Whether large or small, a proposal must be highly persuasive to succeed.

Types of Proposals
Proposals may be solicited or unsolicited, internal or external. When a company has a job to be done, it may issue a request for proposals, or RFP, to solicit proposals from bidders. RFPs are often full of legal requirements and extensive details on how the job is to be performed. Unlike a solicited proposal, an unsolicited proposal has to convince the recipient that there is a problem that needs to be solved. An internal proposal is written to a decision maker in your own organization; an external proposal is sent to a decision maker outside your company.

Writing a Successful Proposal

The following guidelines will help you write successful proposals of any type:

1. Approach your proposal as a problem-solving activity. Make readers feel that your goal is to solve a problem for them and that you have the ability to do so.
   
   
2. Regard your audience as skeptical. Don't think readers will automatically accept your plan as the best way to solve their problem. Expect them to question everything you say.
   
   
3. Research your proposal thoroughly. You need facts, not generalizations, to persuade your readers.
   
   
4. Scout out your competitors. Check your competitors' Web sites for information on their products or services and to get an idea of their costs.
   
   
5. Prove that your proposal is workable. The bottom-line question from your readers will be whether your plan will work.
   
   
6. Be sure your proposal is financially realistic. Another basic question readers will ask is if your plan is worth the money. Do not submit a proposal that requires excessive funds to implement.
   
   
7. Package your proposal attractively. Readers will see your proposal as evidence of the kind of work you do, so make it look good.

Internal Proposals
Internal proposals cover almost every activity and policy of a business. You must be aware of office politics when planning an internal proposal. Don't assume your reader will agree that there is a problem or that your plan is the best way to solve it. Your reader may even feel threatened by your plans. Always consider the implications of your plan for others in the organization, and never submit a proposal that leaves it to someone else to work out the details to make your plan work.

Internal proposals usually contain four parts:

1. Purpose. Begin with a brief statement of why you are writing the proposal.
   
   
2. Problem. Prove that a problem exists by documenting its importance for your boss and the company. Avoid vague generalizations: provide quantifiable details about the implications or consequences of the problem, indicate how many employees or customers are affected by it, and describe how widespread it is.
   
   
3. Solution. Describe the change you want approved. Tie your solution directly to the problem you just described. Supply details to show that the plan is workable and cost-effective, and demonstrate that the costs of implementing the plan are less than the costs of not solving the problem. Also, raise alternatives to your plan and discuss their disadvantages.
   
   
4. Conclusion. Make this section short-no more than two paragraphs. Remind the reader that the problem is serious, the reason for change is justified, and action needs to be taken. Reemphasize the most important benefits of your proposed solution.

Sales Proposals
Sales proposals are the most common type of external proposal. Most sales proposals include the following elements:

1. Introduction. This section may include a statement of purpose and background information on the problem you propose to solve.
   
   
2. Description of the product or service. This section is the heart of your proposal. It needs to provide hard evidence that what you propose can and should be done. Here you should show potential customers that your product or service is right for them, describe your work in suitable detail, and stress any special features, advantages, or benefits of your product or service.
   
   
3. Timetable. A carefully planned timetable shows readers you know your job and can accomplish it in the right amount of time.
   
   
4. Costs. Make your budget complete, accurate, and convincing. Don't underestimate or overestimate costs. A proposal, once accepted by both parties, is a binding legal agreement.
   
   
5. Qualifications of your company. Emphasize your company's accomplishments and expertise. Never misrepresent your company or coworkers.
   
   
6. Conclusion. This section contains your "call to action," where you encourage your reader to approve your plan.

Proposals for Research Papers and Reports

As with internal and sales proposals, you will be writing to convince your reader to approve a major piece of work. A proposal for a school research project can be a memo or e-mail, divided into five sections: introduction, scope of the problem or topic, methods or procedures, timetable, and request for approval.