A proposal is a document written to persuade the reader to accept a plan or course of action. Proposals analyze needs or problems, present solutions, and persuade the audience that the proposed solution is best. Proposals can be internal or external, and solicited or unsolicited. Internal proposals seek approval within an organization, while external proposals seek approval from clients or officials. Solicited proposals respond to requests, and unsolicited proposals attempt to obtain business without invitation. Proposals vary in length and structure but typically include an introduction, body, and conclusion for short proposals or additional front and back matter sections for long proposals.

2. Meaning
 A type of analytical report.
 A document written to persuade the reader to follow a plan or
course of action that you believe will solve a problem or fulfil a
need.
 Proposals are used to get products, plans or projects accepted by
others.
 A well written proposal
 analyses the audience’s needs or a problem,
 presents the solution to the problem,
 persuades the audience that the solution provided is the best.

3. Types of proposals
According to target
audience
According to their source
 Internal
 External
 Solicited
 unsolicited

4. According to target audience
INTERNAL EXTERNAL
 Submitted to internal
decision makers in the
organisation for
 Seeking approval for a
project or course of action.
 For requesting additional
resources.
 Submitted to decision makers
outside the organisation such
as potential clients and
government officials
soliciting approval for
projects or funds.
*External proposals are legally binding
*They compete for clients business.

5. According to source
SOLICITED PROPOSALS UNSOLICITED PROPOSALS
 Prepared at the request of
external parties who need
something done.(RFP:
Request For Proposal)
 Focuses on addressing each
item listed in the RFP.
 e.g. A proposal written in
response to RFP for designing
the website of an
organisation.
 Initiated by the organisations
attempting to obtain business
or funding without a specific
invitation from the client.
 Focuses on convincing the
reader about the problem
and the possible solution or
the possible benefit.
 e.g. An entrepreneur may
prepare a business plan for
seeking funds from investors.

6. Proposal structure
 Proposals may vary in length, formality and structure.
 Different structures for short and long proposals.
 SHORT PROPOSALS
 Introduction
 Body
 Conclusion

7.  LONG PROPOSALS
Front matter
 Letter of transmittal or cover letter
 Title page
 Table of contents
 List of figures, tables and illustrations
 Executive summary
 Introduction
 Back ground or the problem
 Product description
 Detailed solutions
 Conclusion

8.  Back Matter
 Glossary
 Appendix
 Bibliography