Although there are many different types of proposals, as noted, every proposal includes four basic ingredients:

• A definition of the current situation - Sometimes called the Problem Statement, sometimes Background, sometimes "Statement of Need," this section defines 'the way things are' and, more importantly, why they need to change. Before you can argue for your solution or idea, you need to establish the need for that solution. What is it about the current situation that demands something different?
  
  Whether you want to take advantage of a new opportunity or resolve an existing problem, you need to make a clear case for your actions. Even if you are addressing a client who has already defined their own problem, you need to convince that client that you fully understand their situation and have a clear sense of their needs and goals.

• A plan for addressing that situation. The heart of the proposal is the project that you are defining, the action that you want to take. Your plan needs to be carefully thought out, tailored to the specific situation that requires change, affordable (in time, money, or other key resources), and effective.

• Your qualifications. Even if your audience accepts the need for change and the solution you present, you still need to convince them that you are the most qualified person/organization to implement that solution. You need to establish your credibility.

• The costs. Ultimately, people accept a proposal because the benefits outweigh the costs. Your job is to persuade them that approving your proposal gives them more than it asks of them. You thus need to carefully outline the costs, and just as carefully emphasize the benefits that outweigh those costs.

Every element requires you to write persuasively, with careful attention to the needs, goals, values, and interests of your audience.

Within this broad structure, proposals fall into two general categories: formal (typically written for external audiences such as clients or funding agencies) and informal (typically used for internal proposals written to someone in your company).

Learn about formal proposals-->

Sources

Johnson-Sheehan, Richard. Writing Proposals: Rhetoric For Managing Change. New York: Allyn & Bacon, 2001.