Marketing Plans

A strong marketing plan is key to winning new business.


1: Executive Summary

2: Target Customers

3: Unique Selling Proposition

4: Pricing & Positioning Strategy

5: Distribution Plan

 Executive Summaries

 Solicated & Unsolicated Business Proposals


Business Proposals consist of:

  • Title Page. This part typically includes your name and the name of your company, the name of the person or company to whom the proposal is submitted, and the date of submission.

  • Table of Contents. While usually not necessary for shorter proposals, these are sometimes used for complex formal proposals. In cases where different departments of the client will separately review parts of the document, the table of contents is a helpful means of rapidly guiding the reader to such topics as Electrical, Structural, Heating & Cooling (in a building project) 'or Food Services, Music, Entertainment, Transportation Services (in a project to organize a festival).

  • Executive Summary. A summary may be included here or may be conveyed in the cover letter.

  • Statement of the Problem/Issue/Job. This section repeats, in a rephrased manner, the client's objectives and goals as interpreted by the bidder. Including this restatement of the issue is valuable in showing the client that the bidder understands the issue correctly.

  • Approach. In this section the bidder summarizes his or her proposed approach to solving the client's problem or carrying out the necessary task. The proposed approach is often the key to winning the job—if the price is right—because it shows unique means, modes of thought, or techniques, why they will solve the problem, and why they are superior to alternatives. The section need not be detailed. Details are left to the Methodology. But it presents the strategic elements of the proposal and argues in their favor.

  • Methodology. This section develops in some detail how the Approach will be carried out. Level of detail should be just sufficient to convey to the client convincingly what will happen without becoming entangled in minutiae.

  • Bidder's Qualifications. The section presents documentation why this bidder should be chosen on the basis of qualifications, past history, and successful accomplishment of similar jobs in the past.

  • Schedule and Benchmarks. Major elements of the job are here displayed against a time line. If necessary, specific benchmarks are identified to indicate successful accomplishment of intermediate objectives.

  • Cost Proposal, Payment Schedules, and Legal Matters. The bidder concludes by presenting the price in as much detail as required in the RFP. It is always wise to specifically pin-point when the bidder expects to obtain partial payments as the work proceeds. If legal matters are involved, they can be placed here. If they are lengthy, they may merit a section of their own.