How to Write a Business Proposal

James Lintzer |

A business proposal is one of the most important business documents out there. If you’re reading this blog, chances are you already have some idea of what a business proposal is and why you might need to write one. But just in case, we’ll start with a quick definition and overview. Then, we’ll get into the nitty-gritty of how to write a business proposal.

What Is a Business Proposal?

A business proposal is simply a document that offers a solution to a problem or a plan for a project. Proposals can be internal (within your own company) or external (written to win business from a client), but they all follow a similar format.

It’s important to remember that a business proposal isn’t the same as a business plan – a business plan is a more detailed document that outlines the company’s long-term goals and strategies.

When writing a business proposal, you’ll need to include an introduction that outlines what you’re offering, and why it’s the best solution for the client. A well-written business proposal can be the difference between winning and losing a contract or funding.

Business Proposal Format: Key Elements 

Wondering what a business proposal should include? Here are a few important elements of a well-written proposal. 

Title Page

Before you can even think about crafting the perfect business proposal, you need to make sure that your title page is up to snuff. This may seem like a no-brainer, but you would be surprised at how many people overlook the importance of a well-crafted title page.

Your title page is the first thing that potential clients will see, so you want to make sure that it makes a good impression. 

Table of Contents

The first step to creating a business proposal that is sure to impress potential clients is to have a strong, well-organized table of contents. This will show that you have put careful thought into the structure and presentation of your proposal.

The table of contents should be clear and concise, highlighting the most important sections of your proposal. Be sure to include a brief description of each section, so that the reader knows what to expect.

Finally, don’t forget to include a detailed index at the end of your proposal. This will make it easy for the reader to find specific information they are looking for. By following these simple tips, you can be confident that your business proposal will make a great impression.

The Executive Summary

An executive summary is a brief overview of a business proposal. It should discuss the problem that the proposal will address, the proposed solution, and the expected benefits. The executive summary should be clear, concise, and persuasive.

Here are some tips on how to write a strong executive summary:

  • Start with a strong hook. The first sentence of the executive summary should grab the reader’s attention and make them want to read more.
  • Clearly state the problem that the proposal will address. Be specific and provide enough detail to help the reader understand the problem.
  • Introduce the proposed solution. Again, be specific and provide enough detail to help the reader understand what you are proposing.
  • Discuss the expected benefits of the proposed solution. Why should the reader care about your proposal? What will they get out of it?
  • Keep it brief. An executive summary should be no more than two or three paragraphs long.
  • Use persuasive language. The executive summary is your chance to sell your proposal to the reader. Use language that is convincing and persuasive.

The Proposal Itself

What’s a business proposal if it doesn’t include a section about your proposed solution? This section should include: 

  • The Need: This is where you’ll outline the problem that your business is solving for the client. Be sure to back up your claims with data and research.
  • The Solution: This is where you’ll outline your proposed solution to the problem. How will your product or service solve the problem? What are the benefits of using your product or service? This section should be clear and concise, so that the reader understands how your product or service will benefit them. Be sure to back up your claims with data and research.

The Appendices

If you’re looking to write a business proposal, one of the first things you’ll need to do is familiarize yourself with the appendices. The appendices are a crucial part of any business proposal, and they can make or break your chances of getting funding. Here’s what you need to know about the appendices and how to use them to your advantage.

The appendices are essentially a collection of supporting materials that provide additional information about your proposal. This can include anything from financial statements and marketing plans to detailed research and analysis. Including these materials in your proposal shows that you’ve done your homework and that you’re serious about your business.

While the appendices can be a great way to beef up your proposal, you don’t want to go overboard. Stick to the essentials and only include information that is absolutely necessary. Too much information can actually work against you, as it can make your proposal seem overwhelming and complicated.

When used correctly, the appendices can be a powerful tool in your quest for funding. Make sure you take the time to understand them and use them to your advantage.

Tips for Writing a Winning Business Proposal

Here are a few tips on how to write a business proposal that will get you the job:

  • Do your research. Before you even start putting pen to paper, make sure you know everything there is to know about your potential client. What are their needs? What are their wants? What are their pain points? The more you know about them, the better equipped you are to write a proposal that speaks directly to their needs.
  • Define your purpose. Before you begin writing your proposal, take some time to think about what you want to accomplish. What are your goals? What are your objectives? What do you hope to achieve by writing this proposal?
  • Know your audience. It is important to remember that you aren’t writing this proposal for yourself; you are writing it for someone else. Therefore, it is important to know your audience and what they are looking for. What needs does your potential client or employer have? What are their wants and desires? What would they consider to be a successful outcome of this project?
  • Keep it focused. Once you start writing, it can be tempting to go off on tangents or include extraneous information. But resist the urge! A good proposal is focused and to the point. It should address the specific needs of the client and lay out a clear plan for how you’re going to meet those needs.
  • Make it visual. People are visual creatures, so don’t be afraid to use visuals in your proposal. A few well-placed charts or graphs can go a long way in making your case.
  • Be persuasive. The purpose of a business proposal is to persuade the reader to award you the job or contract. Therefore, your proposal must be well-written and persuasive. You need to make a strong case for why your product or service is the best solution for the client’s needs and why they should choose you over the competition.
  • Proofread, proofread, proofread! Typos and grammatical errors will make your proposal look unprofessional and sloppy, so take the time to proofread it before you send it off. Better yet, have someone else take a look at it as well. A fresh set of eyes can spot errors that you might miss.


Writing a business proposal can help you secure new projects, increase your visibility in your industry, and attract potential customers. By understanding the elements of a strong proposal and following the steps to writing one, you can create proposals that have the potential to open doors for new opportunities. Writing a business proposal can be an intimidating task but with some careful preparation and attention to detail, it can be an effective tool for gaining new customers. After completing your business proposal, you’ll need a business contract drawn up and signed. This is where jSign can help. Your business can save time and become more efficient by automating the signing process. Using jSign simplifies the entire workflow. Get started with our easy-to-use electronic signature solution today.

James Lintzer
Senior Marketing Manager

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