8-Step Guide on How to Write a Business Proposal That Converts

In the ultra-competitive landscape of entrepreneurship, the ability to secure funding and partnerships is often contingent on presenting a compelling business proposal. Your business proposal is a key document that helps you to capture the attention and earn the trust of potential investors, partners, and other business collaborators. It’s a crucial tool for conveying your vision and demonstrating its viability and potential profitability.

In this guide, we’ll look at a few different types of business proposal formats and explore how to make a business proposal that not only informs but persuades.

What Is a Business Proposal?

A business proposal is a comprehensive document designed to articulate the key elements of a business plan. It serves as a persuasive communication tool aimed at convincing potential investors, partners, or clients to engage with your venture. A well-crafted business proposal is a roadmap that outlines the purpose, objectives, strategies, and financial implications of your business, providing stakeholders with the necessary information to make informed decisions.

Your business proposal is not just a formality but a critical element that can make or break opportunities for your company. Investors and potential partners read countless business proposals, and yours needs to stand out from the crowd. A compelling business proposal showcases your understanding of the market, the uniqueness of your offering, and your ability to execute the plan you’re envisioning.

Types of Business Proposals

Understanding the diverse landscape of business proposals is fundamental to tailoring your approach effectively. Here are some of the most common types of business proposals:

1. Solicited Proposals

Solicited proposals are directly requested by a potential client or organization. In this scenario, a clear opportunity exists, and the client seeks proposals from qualified vendors or service providers. As an entrepreneur, responding to a solicited proposal requires a meticulous understanding of the client's requirements. You will need to align your proposal with the client’s needs and present a compelling case for why your business is the ideal solution.

2. Unsolicited Proposals

Contrary to solicited proposals, unsolicited proposals are initiated by the entrepreneur without a specific request from the potential client. This type of proposal requires a proactive approach, as you are essentially pitching your business concept to a potential partner or investor who may not be actively seeking proposals. Crafting a persuasive unsolicited proposal involves thorough market research, a strong value proposition, and a keen understanding of the recipient's interests and motivations.

3. Internal Proposals

Internal proposals are crafted for an organization's internal audience, such as management or department heads. These proposals are intended to advocate for a new project or initiative within the company and secure the necessary resource allocation. Entrepreneurs may encounter the need for internal proposals when seeking buy-in from key stakeholders within their own organization or when collaborating with internal teams on new ventures.

Steps to Write a Business Proposal

Crafting a persuasive and effective business proposal requires a systematic approach that not only captures the essence of your venture but also addresses the concerns and interests of potential partners. Use these steps to guide you through the process of writing a well-structured business proposal that resonates with your audience:

1. Craft a Title Page

The title page is the first impression of your business proposal. It should be clean, professional, and informative. Include the name of your company, the proposal's title, the date, and the names and positions of key stakeholders. Your proposal’s title should be concise yet impactful to give the reader an immediate understanding of the proposal's focus.

2. Include an Executive Summary to Explain the "Why"

The executive summary serves as the gateway to the meat of your proposal, providing a concise overview of the entire document. Think of it as your opportunity to answer the fundamental "why" question — why should the reader invest time and resources in your business? Clearly articulate the purpose of your proposal, highlighting the key points of your business idea, its potential, and the benefits of collaboration. While it should appear at the beginning of the proposal, it’s often easiest to write the executive summary last since it needs to capture the essence of the entire document.

3. Clearly State the Problem or Need

Identifying and articulating the problem or need your business addresses is fundamental to engaging your audience. Clearly define the challenges or gaps in the market that your venture aims to solve. Provide data, statistics, or real-world examples to substantiate the existence and significance of the problem. This section should set the stage for the rest of your proposal, emphasizing the relevance and urgency of your business solution.

4. Outline the Proposed Solution

Now that you’ve established the problem, present your business as the solution. Detail how your product or service effectively addresses the issues you’ve identified. Clearly outline the features, benefits, and unique selling points that differentiate your solution from existing alternatives, and use persuasive language and visuals to enhance your audience’s comprehension. Consider this section as the heart of your proposal, where you showcase the innovation and value your business brings to the table.

5. Include Pricing Details

Transparent and well-structured pricing details are crucial for instilling confidence in potential investors or partners. Clearly outline your business’s cost structure, pricing models, and any relevant financial projections. Break down the pricing in detail to demonstrate your value proposition and expected return on investment for stakeholders. If applicable, provide information about different packages or pricing tiers to cater to the various needs and budgets of your intended customer base.

6. Add Compelling Visuals for Impact

Effective utilization of visuals is a cornerstone in the art of crafting compelling business proposals. By thoughtfully integrating elements such as charts, graphs, and images, you not only enhance the visual appeal of your proposal but also introduce a layer of communication that transcends the inherent limitations of text. Visual representations help to tell a story that’s capable of simplifying complex information and transforming it into a visually engaging narrative.

7. Write a Conclusion with a Call-to-Action to Enter into an Agreement

Conclude your business proposal with a compelling summary that reinforces the key points. Reiterate the benefits of your solution and the value proposition for the investor or partner, and end with a strong call-to-action that encourages the reader to take the next step — whether that’s scheduling a meeting, making a commitment to further discussion, entering into a partnership, or any other concrete action. Make it clear how the partner should proceed, and express enthusiasm for the potential collaboration.

8. Tailor Each Proposal to the Audience

Rather than use the exact same business proposal every time, customize the contents based on the preferences, interests, and priorities of your audience. In particular, consider their background (such as the industry they work in) and their specific needs. A personalized approach demonstrates a genuine understanding of your audience’s requirements and increases the likelihood of a positive response.

Examples of Business Proposals

Crafting a compelling business proposal involves not just mastering the essential elements discussed in these 8 steps but also presenting those elements in an organized, digestible, and visually appealing way. Below are a few business proposal samples describing examples of different potential layouts. Each of these business proposal templates utilizes a unique design tailored to a specific purpose.

1. Traditional Business Proposal

A traditional business proposal maintains a classic and professional appearance. It typically includes a title page, executive summary, problem statement, proposed solution, pricing details, and a conclusion. Visuals are used sparingly but strategically, with clear charts and graphs to support key data.

Key Features:

• Clean and professional layout.
• Emphasis on textual content with strategically placed visuals.
• Clearly-structured sections for easy navigation.

2. Visual-Centric Proposal

A visual-centric proposal takes a more graphic-intensive approach, leveraging primarily visuals to convey the message. The document incorporates infographics, images, and charts throughout to make it visually engaging. Any textual information accompanying each visual element is presented in a concise and digestible format.

Key Features:

• Rich visual content, including infographics and images.
• Minimalistic text for quick comprehension.
• Strategic use of color and design to enhance appeal.

3. Interactive Digital Proposal

An interactive digital proposal might be presented in many different formats, such as a web page, a slideshow, or a PDF with hyperlinks. The interactive elements allow the reader to navigate the proposal easily by clicking through sections of interest. Videos, clickable images, and embedded data visualizations add depth to the proposal.

Key Features:

• Multimedia elements for an engaging experience.
• Hyperlinks for easy navigation.
• Interactivity enhances user involvement.

How to Follow Up on a Business Proposal

Creating an outstanding business proposal is only half the battle. Effective follow-up is crucial for maintaining momentum and securing a positive response from potential investors, partners, or clients. Here are some recommended steps and best practices for business proposal follow-ups:

1. Follow-up in a Timely Manner

Promptness is key when following up on a business proposal. Send a thank-you email within 24 hours of submitting the proposal. Express gratitude for the opportunity and reiterate your enthusiasm about the potential collaboration. This initial contact sets the stage for ongoing communication.

2. Provide Additional Information

Based on the recipient's feedback or questions, be proactive in providing any additional information they may require. This demonstrates your commitment and readiness to address concerns, fostering confidence in your proposal.

3. Schedule a Follow-Up Meeting

If appropriate, suggest a follow-up meeting or call at a specific date and time to discuss the proposal in more detail. This personal touch allows for a deeper understanding of each other's expectations and concerns. It also provides an opportunity to address any hesitations the recipient may have.

4. Customize Your Follow-Up

Tailor your follow-up messages based on the recipient's communication preferences. For example, busy individuals may prefer email, while others may appreciate the personal attention of a phone call. Adapting your style to their preferences demonstrates your attentiveness and professionalism.

5. Address Concerns and Objections

In your follow-up communications, explicitly address any concerns or objections raised by the recipient. Offer clarifications and reassurance regarding any uncertainties, providing additional data or other information as necessary. This demonstrates your commitment to transparency and communicates a genuine desire to overcome obstacles.

6. Express Flexibility

Acknowledge the possibility for adjustments or negotiations as required. Letting the proposal recipient know that you are willing to make modifications to align with their preferences or requirements can open the door to successful collaboration throughout the whole working relationship.

Build A Better Business Proposal with Help from an Expert

Crafting an effective business proposal is a nuanced art that requires a blend of strategic thinking, compelling content creation, and impactful presentation. At Mentorcam, we understand the challenges entrepreneurs face throughout this process, and we're here to help. Whether you're seeking assistance with detailed proposal outlining, optimizing visual elements, or navigating the follow-up process, our experts have the knowledge and experience to guide you down the right path.

• Chris Yeh is an entrepreneur, investor, and author with nearly 30 years of experience helping fellow entrepreneurs build and scale their startups. He co-authored the bestselling book Blitzscaling, alongside LinkedIn founder Reid Hoffman, and has used his expertise to guide hundreds of companies of all different sizes toward success.
• Darren Sugiyama is an entrepreneur, author, and motivational speaker whose publications include internationally-recognized titles such as Living Outside The Cubicle - The Ultimate Success Guide For The Aspiring Entrepreneur and How I Built A $37 Million Insurance Agency In Less Than 7 Years. He’s been instrumental in building several successful companies throughout multiple industries and draws on those experiences to provide practical business advice to aspiring entrepreneurs.
• Hamilton Chan is the CEO of Coaching for Startups, where he helps startup founders hone their skills and build more successful companies. He previously worked as an investment banker at JP Morgan and as a corporate attorney at Munger, Tolles & Olson. He also launched and successfully exited multiple tech startups, raising $1.75 million in funding from Silicon Valley investors in the process. 

Don't let your business proposal be just another document. Elevate it into a persuasive instrument that opens doors to opportunities. Book a meeting with one of the advisors listed above or check out our full list of experts to find the perfect fit for your needs.