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If you’ve ever tried to close a business deal, you know that writing a strong business proposal can be a tricky beast.
You need to put your best foot forward to impress and convince your clients that you’re the right choice for the job.
But here’s the catch: diving headfirst into writing a proposal without an outline can make even the most promising proposals fall flat.
Just like how any sturdy structure needs a solid foundation, an outline provides the solid framework you need to build a winning proposal. It sets you up for a smoother drafting phase and ensures that you’re not missing out on any crucial detail.
You’ll probably put more effort into creating your outline than most other aspects of your proposal. This is why you must strategize on how to make a strong case. Once it exists, you can do so much with it.
So where exactly should you start?
This guide will walk you through the essentials of creating a winning proposal outline, why it’s important to write one and include tips to boost your business proposal’s success.
A proposal outline is a structured plan for organizing key points and sections of a project proposal. It typically includes important sections like the problem, solution, budget and expected results.
Think of a proposal outline as a rough framework you use to organize ideas and goals for the end proposal to be logical and persuasive.
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1. Solicited Proposal: A solicited proposal is a direct response to a client's request. The client wants you to submit your plans, timelines and budgets for their project.
2. Unsolicited Proposal: An unsolicited project proposal is proactive. It’s a pitch made to a potential client without them asking for it. Unlike solicited proposals, these offer the chance to present innovative and bold ideas to potential clients. Mainly the ideas they never considered.
3. Informal Proposal: An informal proposal is a high-level overview intended to start discussions about a project. Informal proposals are commonly used when time is limited or when parties involved have an established and trusting relationship.
4. Internal Proposal: An internal proposal pitches a project or idea within your organization. It explains an idea, advocates for it and demonstrates how it could benefit your company. It’s written for colleagues and management who are already familiar with the organization's culture and operations.
5. External Proposal: An external proposal is submitted to another organization to secure a project, partnership or business opportunity. Unlike internal proposals which pitch ideas within your organization, external proposals are much more comprehensive.
6. Renewal Proposal: A renewal proposal is used to continue, modify or reassess an existing project. It typically includes details on the project’s current progress, proposed changes, updated objectives and the financial implications of continuing the project.
7. Continuation Proposal: The name gives it away. A continuation proposal updates stakeholders on the progress of an ongoing project that’s moving into its next phase. It outlines the current state of a project with details on changes made, the new objectives and the resources required to complete the project.
8. Supplemental Proposal: Sometimes, you may start a project only to find out you need more resources to complete it. A supplemental proposal provides extra details on what you need, why you need it and when you need it. It complements the initial proposal by offering further clarity on aspects like project cost estimates and extra funds or materials needed.
Over the years, proposal writing has come a long way. What used to be long, formal documents packed with dense paragraphs has now evolved into something much more reader-friendly. These days, the best proposals are easy to skim, visually engaging, and tailored to whoever’s on the receiving end—whether that’s a board of directors, a group of investors or key project stakeholders.
The tone has shifted too. Proposals don’t need to sound overly formal or stiff anymore. Instead, there’s a bigger focus on clarity, storytelling, and creating a persuasive flow that keeps people interested. Visuals like charts, infographics and timelines have become staples—not just for decoration, but to help explain complex info in a way that’s quick and easy to understand.
And with tools like Visme and other modern proposal builders, it’s easier than ever to create something that looks polished and feels strategic. These days, it’s not just about getting your point across—it’s about connecting with your audience, building trust, and speeding up that “yes.” That’s why having a solid outline from the start makes all the difference.
When working on a project proposal structure, here are the typical sections you can include:
Proposal Section | It's Importance |
---|---|
Title Page | Brainstorm the best title possible that reflects what your proposal is about. |
Executive Summary | What’s an important summary you need to add at the beginning of your proposal? |
Table of Contents | What can readers expect from your proposal? |
Introduction | State the business challenge(s) and describe the importance. Why should they care? |
Problem Statement or Needs Analysis | Identify the issue at hand. What’s it costing them? |
Proposed Solution | Outline your approach to solving the problem. What can you do or what do you plan to do? |
Objectives and Goals | List specific, measurable targets. Link goals to the client's broader business objectives. |
Methodology | Describe your approach or strategy and outline key steps in your process. What are the significant project milestones? |
Timeline | Provide a clear project schedule. When do you plan to start and when will the project be completed? |
Qualifications | Highlight relevant experiences and expertise. What can you do and whom have you done it for? |
Target Audience | Who benefits from your solution? Your clients or their customers? |
Pricing and Budget Overview | Present clear, itemized costs. How much would everything cost? When are you getting paid? How are you gonna get paid? |
Customer Testimonials or Case Studies | Showcase relevant success stories. You’ve mentioned whom you’ve done similar projects for in the “Qualifications” section. What results did you get? |
Conclusion | Summarize the benefits of your proposal. Reiterate what they stand to gain and what they stand to lose if they do not proceed with the proposal. |
Call to Action | Clearly state the next steps. What should they do if they decide to move on with the project? How should they contact you? |
Terms and Conditions | Are there legal considerations to take note of? What conditions should be met before, during, and after the project’s completion? |
Agreement | Clearly highlight where the clients will sign. |
A marketing agency, for example, can use this outline to emphasize its unique approach, past campaign successes and projected ROI for the client. A software company might focus on its development method, integration process and client support plan.
This is in no way a solid outline, but a good starting point. You can utilize any of Visme's templates to create visually appealing proposals based on this structure or customize it based on the client's industry and your specific proposal needs.
Here’s a step-by-step guide to help you build an incredible outline for your proposal, alongside some practical tips.
The executive summary is your proposal’s first impression. In fact, some executives might only read this section. So, it’s crucial to hook in your clients here.
Your executive summary should give a snapshot of the entire proposal: the problem, your solution, the timeline, the budget and expected outcomes. It should succinctly sell the client on the deal, highlighting how they’ll benefit from working with your company and why your solution is the best fit for them.
Pro Tip: Start with something that catches the eye—a surprising statistic, an insightful observation or a strong statement about the problem you’re addressing.This section should zero in on the concerns and pain points you want to solve for your client. Show that you understand their struggles by delving deeper into their challenges and illustrating how these issues affect their life or business.
Ask yourself the following questions when drafting this section:
Your aim in this section is to lay out your plan to tackle the problem. What you include in this section depends on the scope of your project. But, here are some typical elements to include:
Your project deliverables are the tangible outcomes of your project. This section is crucial because it’s where stakeholders can visualize what they should expect at the end of the project.
Your project deliverables should be specific, measurable and time-bound, clearly indicating the project's progress. They should also align with the overall project goals.
Pro Tip: Use visual tools such as tree diagrams or Gantt charts to give a clear picture of the timeline attached to each deliverable. You’ll find a wide range of tree diagrams and Gantt charts in Visme’s charts library.
In this section, give a comprehensive breakdown of the resources required and the overall budget. This should include all costs, such as team salaries, material expenses, software purchases and more.
Be specific with the details: indicate the exact quantity of each resource needed and provide detailed specifications (e.g., software version, equipment model).
Apart from just listing the costs, you can also explain to your client why each expense is important and highlight your resource allocation plan. This can showcase transparency and help you build more trust with the client.
Pro Tip: Consider including a contingency budget to cover any unexpected costs that may arise. This way, you can avoid surprising your client with additional bills.
Now that you’ve outlined the resources needed, you need to identify specific, measurable indicators (KPIs) that will signify the success of your project. These could include quantitative metrics (e.g., sales growth, user engagement) and qualitative metrics (e.g., customer satisfaction, stakeholder feedback).
You should also create a timeline for when you will measure and review each success metric to keep the project on track.
Utilizing flowcharts and infographics can help stakeholders understand your success tracking better. This will help visualize the scope or work or potential time blocks needed for the project.
After discussing all the ideas and specifics of the project with your client, it's time to make the process of saying "yes" as simple as possible.
Give a precise and succinct call to action. For instance, “Sign the Contract Here” or “Book a Call Here”. Remember, the goal is to remove any uncertainty on the customer's next steps and make it as seamless as possible.
No matter your project or industry, you’re sure to find an easily customizable project proposal template from Visme’s template library.
Here are some of our top project proposal templates:
This straightforward business proposal template is your silver bullet for pitching a short or long-term business proposal to investors or clients. It has essential sections like the setup process, delivery timeline and pricing.
In reality, creating proposals can feel lonely. That’s where our collaboration feature comes in. Bring your team together and assign both roles and permissions with ease.
Need feedback on the pricing section? No problem. Team members can tag each other, leave comments, react and even resolve issues directly within the document.
This visually appealing proposal template for project management will leave a lasting impression. Its sleek black theme, accented with vibrant colors, gives your proposal a modern and stylish edge that’s sure to grab attention.
With Visme’s workflow feature, you can delegate specific sections of the proposal to different team members for everyone to contribute their expertise. When it’s time for the final review, simply send it up the chain for approval, all within the same platform.
This template’s layout and content has all you need for an architectural project proposal. You’ll find sections for project goals, milestones and budgets, all complemented by images that add depth and context.
Visme offers an extensive library of high-quality images and design assets, including 3D icons, shapes, illustrations and even animated graphics. With these tools at your disposal, your proposal’s visual appeal will be hard to ignore.
And if you don’t see exactly what you need in our library, no worries. You can easily upload your own images or take advantage of our AI-image generator tool to create stunning visuals, art and illustrations in just seconds.
Use this classic proposal template to secure funding and partnerships for your non-profit cause. It features a vibrant color scheme with a clean and professional layout.
You’ll find sections to highlight your nonprofit's mission, vision and goals, past events organized, proposed plan and cost breakdown.
Choose from formats like PDF, JPG, PNG and HTML5 or create an engaging flipbook effect to draw your audience in. Once you’ve completed the proposal, share it online with a direct link or embed it on your site. Zoom in on analytics to find out proposal who has viewed your proposal, their location and how long they’ve spent on it.
If you’re prepping for a technical project and need approval, funding and resources, this proposal template is for you. It lays out the steps needed to bring your project to life, while also helping stakeholders grasp the technical intricacies involved with the project.
Want to make your proposal unforgettable? Create an engaging reading experience using animations, animated icons, audio, video, illustrations and special effects.
You can also find a list of sales, marketing and business one pager proposals along with an extensive library of one pager templates.
A great project proposal doesn’t just sit pretty on someone’s desk or inbox—it moves people. It answers a real need, tells a compelling story, and makes the reader say, “Yes, this is what we’ve been looking for.”
Below, five seasoned pros share valuable tips on how to make your proposal stand out.
Before you dive into solutions or plans, take a moment to set the stage. What is the real problem your proposal is solving? Why is it urgent? And who’s being impacted?
Too many proposals state a problem in vague or technical terms, assuming the reader will “get it.” But decision-makers are busy. If the problem doesn’t hit home in the first few lines, you’ve lost them.
Doug Crawford, Founder of Best Trade Schools highlights the power of specificity.
“I always start with a sharp problem statement because people need to see the urgency before they care about the solution. A weak or vague issue won’t move anyone, but a clear, data-backed problem makes the case undeniable.
One proposal I submitted last year aimed to bring a mobile training unit into parts of West Virginia where access to trade schools was nearly nonexistent. My problem statement opened with this: “In McDowell County, 71% of high school graduates do not enroll in any post-secondary program. Among those, over half report transportation as the primary barrier.”
I followed that with a breakdown of how long it would take to get to the nearest electrical training program using public routes. It was nearly three hours each way. Then I added a quote from a local employer saying they had to bring workers in from other counties because they couldn’t find qualified help locally. That made it real and hard to ignore.”
He didn’t just say, “There’s a lack of access to education.” He painted a picture of missed potential, hard geography and systemic challenge.
Want to really connect? Include a story, quote or first-person voice to humanize the issue. Moti Gamburd, CEO of CARE Homecare, does this all the time:
“Design the proposal around how people behave, not how systems are designed to work. The best way to show value isn't through promises or polished bullet points but through the details people remember.”
He once closed a proposal with a moment—a caregiver kneeling to tie a client’s shoes not because they couldn’t, but because they hadn’t had company in weeks—and used that to illustrate the emotional care his service model offered. The story stuck with decision-makers long after the meeting ended.
Pro Tip: Ask yourself, “What happens if this problem isn’t solved?” That single question can unlock a deeper, more urgent way to frame your proposal. Instead of just stating facts, you tap into stakes—what’s at risk, what’s being lost, or who’s being affected if things stay the same. Use that tension to shape your opening paragraph and immediately give your reader a reason to care. When the problem feels real and unresolved, the need for your solution becomes undeniable.
Don’t save the best for last. Tell people right away what they’re getting.
Instead of starting with “Here’s what we plan to do,” flip it: “Here’s what you’ll achieve.” People want outcomes, not just activity. Show them the finish line first.
Amra Beganovich of Colorful Socks uses this mindset in every pitch.
“Lead with the result to catch attention quickly. Outline how your proposal will solve that problem or deliver a specific win in one clear sentence. If that opening line shows value, decision-makers will be more inclined to read on and take your pitch seriously.”
That might sound like:
It’s sharp, bold, and focused on impact.
Hone John Tito, co-founder of Game Host Bros, adds that numbers give your promise weight.
“I also ensure that I state actual, quantifiable results. For example, when suggesting a system upgrade, I will emphasize such things as how it will lower downtime by 25% and improve user experience by 30%. Individuals react to figures and concrete results and therefore I emphasize on how the project will enhance their bottom line or make their processes better in a concrete manner. It makes all the difference to modify the idea to specifically address their problems since it demonstrates that I am providing a solution that works for them.”
If you can’t quantify, qualify. Use words like faster, smoother, safer, more consistent—just make sure it’s tied to something they value. These are things leadership teams pay attention to.
Pro Tip: Your reader is probably skimming—so don’t bury the gold. Use a bold statement, subheading or callout box to make your key result jump off the page. Highlight the win they care about most, whether it’s increased revenue, saved time or better outcomes. Make it visually pop so even the most distracted reviewer can’t miss it.
You can have the smartest idea in the world, but if it’s buried under jargon or long-winded paragraphs, no one’s going to find it.
Your proposal should feel more like a guide than a research paper. Break things into sections with clear headers. Use bullet points, short paragraphs and bolded takeaways to help readers skim—and still get the gist.
But clarity isn’t enough. You also need credibility.
Tara Whitney, CEO of Whitney Consulting, explains:
“Evidence all your claims. If you claim that your project is needed because there is trending growth in the market you want to capitalize on, then provide evidence of that recent growth or growth potential.”
That means linking to sources, citing market stats, showing proof of concept or results from past projects. One client success story is worth five promises.
Ditch the buzzwords and write like a real human. If you wouldn’t say it in a conversation, don’t write it in your proposal. Jargons might sound smart choice, but they only cloud your message.
As Tara puts it:
“Use simple, concise writing. Make sure your key messages are not lost. Tell the story. Set the scene, describe the problem and benefits of your project and make the reader feel and understand the problem and benefits through storytelling.”
The best proposals feel like someone is guiding you through a clear, logical case not performing a jargon-filled monologue. Speak plainly, show empathy, and lead with meaning. That’s how you earn trust and get buy-in.
Pro Tip: Read it out loud. If it sounds clunky, confusing or too formal, revise it. Good writing flows naturally when spoken. Reading your proposal aloud helps you catch awkward phrasing, overly complex sentences or a stiff, robotic tone. If you trip over your own words, so will your reader.
Most readers skim before they commit. So your section titles have to work hard. They are tiny billboards. And each one is a chance to convince the reader to keep going.
Dennis Lenard, CEO of Creative Navy UX Agency, puts it plainly:
“Assume people will only read your section titles and make each one clearly communicate what's in it for them. Skip vague titles like "Budget" and instead go with something that shows value upfront.”
Swap out generic headers like:
These tiny changes help your proposal feel tailored, not templated. And remember, headlines should highlight the benefit. More importantly, they should build excitement and clarity with each section.
Pro Tip: Go through your draft and challenge every heading. Could it be sharper? Could it answer a question before it’s asked? A great heading teases value, sparks curiosity or reassures the client you’ve thought things through. If your headings feel generic or vague, you’re missing a big chance to connect.
Most decision-makers are skeptics. And that’s a good thing. It means they’re thoughtful, budget-conscious, and focused on risk.
Your job is to show them you’ve already thought about the hard questions.
The strongest proposals don’t dodge these questions—they meet them head-on.
Pro Tip: After writing your proposal, imagine you’re the client. What’s the one big thing that might make you hesitate? Then go back and address it directly, either in the text or an FAQ-style section. Put yourself in their shoes. Is it the cost? Risk? Team capacity? When you anticipate objections and respond proactively, you shift the dynamic from a deal breaker to a selling point.“Every time I write one, I make sure to include a section that tackles potential risks or objections early. If I think something might raise concerns later, I bring it forward and address it clearly before anyone has to raise the question themselves.
A lot of proposals lose momentum because decision-makers get stuck on what could go wrong. Concerns about budget overruns, implementation delays or internal pushback tend to slow things down or derail the conversation completely. That is why I treat those risks as part of the pitch. If I know a CFO is going to question a 30% retargeting budget, I explain it right there with supporting data from earlier campaigns. I lay out how we’ll track it and what benchmarks we’ll use to make quick adjustments if needed. - Loris Petro, Marketing Manager of Kratom Earth.
After finalizing your outline, use Visme's AI-powered tools to transform it into a compelling proposal. The AI Writer and AI Document Generator are your go-to assistants for clear, concise and impactful proposals.
This is how they can help with creating your drafts:
To enhance your proposal visually, use:
Writing a proposal often involves two or more team members. Visme's collaboration features ensure your entire team — from writers to designers — can contribute effectively. The feature allows you to do the following:
It’s important to maintain your brand’s voice and visual identity throughout your proposal. Use the Brand Design Tool to:
Tap into our extensive library of icons, stock photos and videos lets you enhance your proposal with visuals to make it more compelling.
You get to keep your audience engaged with interactive content like charts, infographics and videos.
After sharing your proposal, getting to know how your audience interacts with it can be incredibly valuable.
Visme’s analytics tools track who views your proposal, which sections they spend the most time on and how they engage with your content.
Knowing these important details can help you refine future proposals and tailor your follow-up strategies.
Once your proposal is ready, our tool makes it easy to share and publish it. You can export your proposal in various formats, including PDF and PowerPoint or share it directly via a secure link.
A proposal outline is a structured plan that organizes key points and headings for a project proposal. It typically includes sections like the problem statement, solution, budget and expected results. Visme offers customizable templates to help you create visually appealing proposal outlines.
A basic proposal structure includes:
While there are more, here are four common types:
And that's a wrap.
Remember, the key to creating a successful proposal is crafting your value proposition in a compelling way while giving your proposal a stand-out and professional look.
Creating your proposals doesn't have to be daunting. Visme offers a wide range of templates and features for creating professionally designed sales materials to make this process seamless.
The collaboration tool, analytics tool, interactive elements, extensive collection of stock photos, icons, AI writer and other robust features will help you create visually captivating and impactful proposals.
If time’s not on your side when creating your proposal, let Visme’s AI Designer work its magic. Answer a few questions and our AI will create a personalized template tailored to your needs.
Ready to start sealing more deals? Sign up to start creating your proposal with Visme’s Proposal Maker!
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