Format elements

Here are some of the elements that go into a format, with a brief explanation of each. For more details, go to How to Write Proposals, Sales Letters & Reports.

• Cover letter

Literally, a cover letter to the proposal. It may take the form of an executive summary and cover key elements of the proposal, including a brief analysis of the situation and the proposed solution. A short proposal may have no separate cover letter; i.e., there is only one letter that includes all elements of the proposal.

• Executive summary

The most important part of the proposal according to many. They don’t want to go through the whole thing – just tell me what I need to know to make a decision. If I want to read through the whole proposal, I’ll do it later. An executive summary, well written, easily understood, with a summary of planned actions, costs, deliverables and timelines, may be enough for the client to sign off on the contract.

• Table of contents

If it’s a lengthy proposal, or it helps clarify content, include a table of contents

• Detailed explanation of the proposal

A full explanation of the steps the supplier has taken to understand the client situation and come up with a proposed solution.

• Case studies

Examples of similar projects successfully completed plus any testimonials and awards.

• Background information

Information about your company, its reputation, its people and sub-contractors and their qualifications

• Logistics

Budget, deliverables, responsibilities and timelines

• Appendices

Anything else the client would want to be aware of, but isn’t needed in the main body of the proposal

Summary