Business proposals are written when a supplier vendor) is trying to win a contract with a client company, in competition with other similar suppliers. The writer is trying to persuade – it’s a sales document – and there will be stronger, more ‘commercial’ language than in a business report. The writer will use techniques from sales and marketing such as targeting the client’s needs and offering dear benefits. Typical contexts are:

Trying to get the contract for a small, independently produced piece of work. Example: some market research for a client company.

Trying to win a contract for one part of a large integrated project, done in dose co-operation with the client company. Example: a subcontractor who offers specialized service and will work under the client company’s project manager.

Making a proposal to form a continuing relationship with the client. Example: a proposal from an advertising agency.
Outlining the case for a more formalized partnership between two separate companies, Example: where two equal parties cooperate to develop a new product or enter a new  market

35...1 – Structure

A typical structure for a large-scale proposal is shown below,
Shorter proposals will obviously be simpler.

Executive summary

Introduction (analysis of the current situation, the approach selected and why)

Goals (list of goals taken directly from what the client has told you, with measurable targets that your work will achieve)

Project scope and action plan (key components and actions that you  will provide; defining your role in relation to the client’s role)

Implementation (how you will work with the client; a timetable/Gantt chart: deliverables; resources needed such as office space or access to Information)

Areas of special expertise (your specialised. and preferably unique, skills and know-how that show why you are  the ideal supplier)

Project team members (a paragraph on each person to establish credibility with the client )