How To Write A Great Business Proposal

business proposal sample

The purpose of putting up this writing is just to educate some of our readers about how to write a great proposal that will go the miles you want it to go. A business proposal can be defined as a offer written to a person purchasing (i.e the  buyer or customer) from the person selling (i.e the seller).  This type of  proposal is known to be a major measure in a complex sales process. A buyer may wants more than just the price of the commodities.  This write up is mainly on business proposals. There are three main groups of business proposal.

The first and commonly known is the FORMALLY SOLICITED

Another is the INFORMALLY SOLICITED

The last but not the least is the UNSOLICITED


Key guidelines for a formally solicited proposal

    Requirements Matrix, which matches customer requirements with the paragraph and page numbers of where those requirements are addressed in the proposal
    Executive Summary, which outlines the primary benefits of the vendors's solutions to the customer's requirements
    Technical Volume, which demonstrates how each requirement will be met
    Management Volume, which describes how the program will be managed
    Cost Volume, which provides all costing data, as well as implementation plans and schedules

Main features for an  informally solicited business proposal

    A description of the seller's capabilities or products
    A discussion of key issues
    A description of the buyer's specifications and how they will be met
    The cost of the offering
    A schedule for delivery of the products or services
    Proof of prior experience i.e. Testimonials from previous customers, Descriptions of previous projects


Solicited proposals are written in reply to published requirements, contained in a Request for Proposal (RFP), Request for Quotation (RFQ), Request for Information (RFI) or an Invitation For Bid (IFB). RFPs provide detailed specifications of what a customer wants to purchase and sometimes include directions for preparing the proposal, as well as evaluation criteria the customer will use to evaluate offers. Customers issue RFPs when their needs cannot be met with generally available products or services. RFIs are issues to qualify the vendors who are interested in providing service/products for specific requirements. Based on the response to RFI, detailed RFP is issued to qualified vendors who the organization believes can provide desired services. Proposals in response to RFPs are seldom less than 10 pages and sometimes reach 1,000's of pages, without cost data.

Customers issue RFQs when they want to buy large amounts of a commodity and price is not the only issue--for example, when availability or delivering or service are considerations. RFQs can be very detailed, so proposals written to RFQs can be lengthy but generally much shorter than an RFP-proposal. RFQ proposals consist primarily of cost data, with small narratives addressing customer issues, such as quality control.

Customers issue IFBs when they are buying some service, such as construction. The requirements are detailed, but the primary consideration is price. For example, a customer provides architectural blueprints for contractors to bid on. These proposals can be lengthy but most of the length comes from cost-estimating data and detailed schedules.

Sometimes before a customer issues an RFP or RFQ or IFB, the customer will issue a Request for Information (RFI). The purpose of the RFI is to gain "marketing intelligence" about what products, services, and vendors are available. RFIs are used to shape final RFPs, RFQs, and IFBs, so potential vendors take great care in responding to these requests, hoping to shape the eventual formal solicitation toward their products or services.

Informally solicited proposals are typically the result of conversations held between a vendor and a prospective customer. The customer is interested enough in a product or service to ask for a proposal. Typically, the customer does not ask for competing proposals from other vendors. This type of proposal is known as a sole-source proposal. There are no formal requirements to respond to, just the information gleaned from customer meetings. These proposals are typically less than 25-pages, with many less than 5 pages.

Unsolicited proposals are marketing brochures. They are always generic, with no direct connection between customer needs or specified requirements. Vendors use them to introduce a product or service to a prospective customer. They are often used as "leave-behinds" at the end of initial meetings with customers or "give-aways" at trade shows or other public meetings. They are not designed to close a sale, just introduce the possibility of a sale.

A proposal puts the buyer's requirements in a context that favors the sellers products and services, and educates the buyer about the capabilities of the seller in satisfying their needs. A successful proposal results in a sale, where both parties get what they want, a win-win situation.