13.4 Common Sections in Proposals

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 your solution is simply the best. Keep in mind that the sections included in your proposal are based on the type of proposal and the audience’s needs. Activity 13.2 highlights some of the common sections found in a proposal.

^{Activity 13.2 | Letter Proposal- (Source: Adapted from Example Proposal 1 by David McMurrey)}

Copy of RFP

Include a copy of the RFP you are responding to when submitting a proposal. A company undertaking a major project may send out different RFPs for different parts of the project, so it is best to include the RFP to identify which issue you are planning to address.

Letter of Transmittal

As with a formal report, include a letter of transmittal which should briefly identify the issue you are aiming to solve and the benefits of your proposed plan.

Executive Summary

The executive summary provides a summary of the proposal and highlights the main aspects of the proposal. If some information seems repetitive, remember that business reports are not always read in the order written.

Title Page

Write a title that clearly and accurately describes your proposal. Include the name of the organization the proposal is for, the RPF number and the date. The title page should also have the name of the author(s) and the author’s organization.

Table of Contents

The table of contents enables the reader to quickly find the desired sections in your report. Format this page the way you would format the table of contents in a formal report.

List of Figures and Tables

Include a list of figures and tables if your report contains numerous illustrations, diagrams and charts.

Introduction

Plan the introduction to your proposal carefully. Make sure it does the following things (but not necessarily in this order) that apply to your particular proposal:

• Indicate that the document to follow is a proposal.
• Refer to some previous contact with the recipient of the proposal or to your source of information about the project.
• Find one brief motivating statement that will encourage the recipient to read on and to consider doing the project (if it’s an unsolicited or competitive proposal) and to give you the contract to do the project.
• Give an overview of the contents of the proposal.

Background on the Problem, Opportunity, or Situation

Often occurring just after the introduction, the background section discusses what has brought about the need for the project—what problem, what opportunity there is for improving things, what the basic situation is. It’s true that the audience of the proposal may know the problem very well, in which case this section might not be needed. Writing the background section still might be useful, however, in demonstrating your particular view of the problem. And, if the proposal is unsolicited, a background section is almost a requirement as you will need to convince the audience that the problem or opportunity exists and that it should be addressed.

Benefits and Feasibility of the Proposed Project

Most proposals discuss the advantages or benefits of doing the proposed project. This acts as an argument in favour of approving the project. Also, some proposals discuss the likelihood of the project’s success. In the unsolicited proposal, this section is particularly important as you are trying to “sell” the audience on the project.

Plan

When writing the plan, you want to explain how you’ll go about doing the proposed work. This acts as an additional persuasive element; it shows the audience you have a sound, well-thought-out approach to the project. Also, it serves as the other form of background some proposals need. Remember that the background section (the one discussed above) focuses on the problem or need that brings about the proposal. However, in this section, you discuss the background relating to the procedures or technology you plan to use in the proposed work. Once again, this gives you the proposal writer a chance to show that you know what you are talking about and to build confidence in the audience. Give enough information in your plan to secure the contract, but don’t include all the specifics (Guffey et al., 2019).

Schedule

Most proposals contain a section that shows not only the projected completion date but also key milestones for the project. If you are doing a large project spreading over many months, the timeline would also show dates on which you would deliver progress reports. And if you can’t cite specific dates, cite amounts of time for each phase of the project.

Qualifications

Most proposals contain a summary of the proposing individual’s or organization’s qualifications to do the proposed work. It’s like a mini-resume contained in the proposal. The proposal audience uses it to decide whether you are suited for the project. Therefore, this section lists work experience, similar projects, references, training, and education that shows familiarity with the project.

Budget and Resources

Most proposals also contain a section detailing the costs of the project, whether internal or external. With external projects, you may need to list your hourly rates, projected hours, costs of equipment and supplies, and so forth, and then calculate the total cost of the complete project. Internal projects of course are not free, but you should still list the project costs: for example, you can list the hours you will need to complete the project, equipment and supplies you’ll be using, and assistance from other people in the organization.

Conclusions

The final paragraph or section of the proposal should bring readers back to a focus on the positive aspects of the project. In the final section, you can end by urging them to get in touch to work out the details of the project, to remind them of the benefits of doing the project, and reiterate the reasons your organization is the right choice for the project.

Special project-specific sections

Remember that the preceding sections are typical or common in written proposals, not absolute requirements. Think about the following questions:

• What else might your audience need to understand the nature and scope of the project?
• What else might your audience need to understand the benefits arising from the project?
• What other information might your readers need to be convinced to allow you to do the project?
• What else do they need to see in order to approve the project?

Activity 13.3 provides an example of a detailed proposal in response to the RFP from Activity 13.1. The authors of the proposal demonstrate their creativity in the format of the proposal but all the elements required are included.

^{Activity 13.3 | Proposal- (Reproduced with permission from Mia Manarang & Rhoda Rama)}