Proposal Writing
Communication 2
Proposals.
What is a Proposal?
• A proposal is a written report that seeks to
persuade the reader to accept a suggested
plan of action.
Proposal Categories
• Proposals fall under two categories, namely
solicited and unsolicited.
• Solicited proposals are those requested by a
potential funder.
• Unsolicited proposals are sent to government
agencies, private entities, or company without
being requested.
Solicited Proposals
• Government agencies and many large
commercial firms routinely solicit proposals
from potential suppliers. For eg., the
government might publish an RFP (request for
proposal) stating its intention to purchase
5000, microcomputers, giving detailed
specifications regarding the features it needs
on these computers, and inviting prospective
suppliers to bid on the project.
• The unsolicited proposal differs from the
solicited proposal in that the former typically
requires more background information and
more persuasion. Because the reader may not
be familiar with the project, the writer must
present more evidence to convince the reader
of the merits of the proposal.
Types of proposals
• Project proposals- A Project proposal can also
persuade a foundation to fund a project to be
undertaken by the writer’s firm.
• Business Plans
• Research Proposal
• Sales Proposal
Internal and External Proposals
• Internal proposals are written to a decision
maker in your own organization.
• External proposals are sent to a decision
maker outside your company.
Internal Proposals
• Internal Proposals have four parts:
1. Purpose. Begin with a brief statement of why
you are writing the proposal.
2. Problem. Prove that a problem exists by
documenting its importance for your boss
and the company.
3. Solution. Describe the change you want
approved.
Internal Proposals cont.
4. Conclusion. Make this section short-no more
than two paragraphs. Remind the reader that
the problem is serious, the reason for change
is justified, and action needs to be taken.
Re-emphasize the most important benefits of
your proposed solution.
External Proposals
• Sales proposals are the most common type of
external proposal. Most sales proposals
include the following elements:
1. Introduction. This section may include a
statement of purpose and background
information on the problem you propose to
solve
External Proposals cont.
2. Description of the product or service. This
section is the heart of your proposal. It needs
to provide hard evidence that what you
propose can and should be done.
3. Timetable.
4. Costs.
External Proposals continued.
5. Qualifications of your company. Emphasize
your company's accomplishments and
expertise.
6. Conclusion. This section contains your "call to
action," where you encourage your reader to
approve your plan.
External Proposals
• The format of these external documents may
be a letter report, a manuscript report, or
even a form report, with the form supplied by
the soliciting organization.
Research proposal
• A research proposal is a structured
presentation of what you plan to do in
research, why you plan to conduct the
research, and how you plan to accomplish it.
Techniques in Proposal Writing
• Give ample, credible evidence for all
statements.
• Do not exaggerate
• Provide examples, expert testimony, and
specific facts and figures to support your
statements
• Use simple, straightforward and direct
language, preferring simple sentences
• Stress reader benefits. Remember that you
are asking something. Let the reader know
what he or she will get in return.
• Approach your proposal as a problem-solving
activity. Make readers feel that your goal is to
solve a problem for them and that you have
the ability to do so.
• Be sure your proposal is financially realistic.
Another basic question readers will ask is if
your plan is worth the money. Do not submit a
proposal that requires excessive funds to
implement.
Proposal Format
1. Background- Introduce the problem you’re
addressing and discuss why it merits the
reader’s consideration. Provide enough
background information to show that a
problem exists and that you have a viable
solution.
Proposal Format
2. Objectives: Provide specific information about
what the outcomes of the project will be. Be
detailed and honest in discussing what the
reader will get in return for a commitment of
resources.
3. Procedures: Discuss in detail exactly how you
will achieve these objectives. Include a step by
step discussion of what will be done , when,
and exactly how much each component or
phase will cost.
4. Qualifications: Show how you, your
organization, and any others who would be
involved in conducting this project are
qualified to do so. If appropriate, include
testimonials or other external evidence to
support your claims.
5. Request for approval: Directly ask for approval
of your proposal. Depending on the reader’s
needs, this request could come either at the
beginning or at the end of the proposal.
6. Supporting data: Include as an appendix to
your proposal any relevant but supplementary
information that might bolster your
arguments.
The End