The main focus of your proposal must be

1. A description of the background and significance of the problem you address
2. A persuasive description of your proposed solution.

Large and formal proposals may contain additional items, such as a cover letter, or an executive summary.

Here is a list of common proposal sections. Choose the sections that are relevant for your situation:

• Cover letter
• Executive summary
• Introduction
• Description of solution
• Plan of work/schedule
• Your organization's resources (including personnel, facilities, and equipment)
• Budget
• Evaluation
• Conclusion
• Appendixes or Attachments

Cover Letter
For long proposals, provide a one-page cover letter summarizing and selling your proposal.

1. In your first paragraph, catch the reader's attention and summarize a few main benefits your proposal offers.
2. Discuss these benefits in order in following paragraphs.
3. Then address major concerns.
4. End the letter with other benefits and ask the client to approve the proposal.

Executive Summary
This is always a crucial section. Some of the people making decisions about whether to accept your proposal may only read the summary, so make sure it describes the proposed project's goal, the plan for the work, and your major qualifications. Emphasize benefits and pay attention to costs. Define any technical terms and include graphics.

Description of Solution
Describe your solution in such a way that you persuade the client that you understand their problem, and that your solution is based on their needs. Define the problem; perhaps explain the background of the problem and its urgency. Briefly describe your proposed solution, with emphasis on its benefits.

Plan of Work/Schedule
The plan of work specifies what you'll do, in what order. Precise, careful description of your planned methods will increase your credibility. Include a task flowchart or a milestone chart of specific tasks. Include adequate time in the schedule for:

• design,
• prototyping,
• testing,
• revision,
• final production,
• group review and coordination,
• and coordination with client.

Organizational Resources
Resources include people, equipment and software. Show the client that you have the necessary equipment and facilities to do the work. Let them know who will be working on the project, and what their qualifications and experience are.

Budget and Costs
You'd like the client to be thoroughly convinced of the benefits to your proposed solution before they get to this section. Include costs for:

• materials
• labor
• equipment
• travel
• administration
• production

You should also address

• liability for missed deadlines
• cost overruns
• potential alternatives

Evaluation
This section describes your plan for evaluating the success of your work. For a web site, you might describe the usability testing or metrics testing that will be performed, or talk about other success metrics that you might apply.

Conclusion
Readers will often remember best what they read last. Remind readers about the problem to be solved or the goal to be reached, and stress the main benefits of your proposal. Finally, ask for approval or action. Make response to your proposal as easy as possible.

Appendices
Appendixes are typically used to provide support information for the technical, management, or cost sections of the proposal. The appendixes may include:

• resumes for team members
• additional technical information
• additional information on subcontractors
• tables
• figures
• schematics

Next >> Presenting Your Proposal Effectively