• executive summary ( should identify potential customer’s problems; recommend a solution to their problem; state why you are the best choice to implement this solution.)
• problem statement (show potential customer that you understand the problem they are facing. You should know all about the problem from your extensive research. Use facts and emotional appeals to craft a persuasive argument that their problem needs to be solved. Be detailed but only include directly relevant information.)
• proposed solution (convince potential customer that you have the best solution to their problem, describe your solution, how it will benefit your potential customer and how you will implement it. Address any concerns your potential customer may have. Explain the details of your proposed solution clearly and accurately. Do not shy away from including technical information as your target audience now includes technical evaluators and specialists who do not require the simplified language you used in your executive summary.)
• qualifications ( must convince potential customer that you are able to solve their problem. Establish the credentials of your company. Inform your potential customer about your relevant expertise and accomplishments. Consider using testimonials from previous customers and case studies demonstrating your success)
• timeline ( include a timeline so that your potential customer knows how long it will take you to implement your proposed solution. Be as specific and realistic as possible. Consider using graphics to display your timeline)
• pricing (Include a realistic and detailed breakdown of costs. Make sure that your pricing structure is clear, so your potential customer knows what they are paying for. Use tables and graphs to display your pricing data. Consider including an analysis that shows the return on investment your potential customer can expect.)
• terms and conditions (This section lets your potential customer know what is expected of both parties should they accept your proposal. This part is, in effect, a contract. Thoroughly cover billing procedures, project scope, and other legal aspects of the deal. Your company may have a boilerplate agreement that you can use. Keep in mind that these terms may be modified during negotiations. Consider consulting a lawyer when working on this part of your business proposal.)
• Agreement (If a proposal doesn’t lead to an agreement to do work together, then the proposal has failed. Make it as easy as possible for your potential customer to accept your proposal. Include space for your potential customer to sign. Like the terms and conditions, this part is, in effect, a contract.)
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