Proposal templates, formats and tools: Create better RFP responses faster

Recommended RFP outline

There is no one-size-fits-all proposal outline because some industries have particular requirements. However, there are key elements almost every proposal should have.

Below is a standard proposal outline along with professional tips and ideas to keep in mind while you’re writing. To create your outline, review the RFP and jot down a few ideas for each of these sections. Then, you can quickly work from your outline to create focused messaging that resonates with your prospect.

1. RFP cover letter

First things first — introduce yourself. Your RFP cover letter offers the buyer a first impression of your company. In addition, it can be used to create or deepen your connection with the customer, reinforce your expertise and quickly highlight your key differentiators. In the cover letter section of your RFP outline, you should include space for these main components:

• Addressees
• Greeting and introduction
• Summary of RFP needs
• Your qualifications and differentiators
• Thank you and closing

Here’s a helpful example so you can see it in action. More info: For additional advice and a step-by-step guide, read our RFP cover letter blog.

2. Executive summary

In the second part of your RFP outline, the executive summary, you must convey the benefits you deliver while you show the client that you understand their challenge or need. Remember, the person reading this page is likely very busy, needs a high-level overview and is a big influence on the final outcome. Therefore, executive summary best practices focus on high-impact, but short messaging.

Executive summary best practices

• Keep your message customer-centric
• Be brief
• Leverage your knowledge library
• Make sure it makes sense without the help of the proposal
• Follow instructions exactly

Here’s a good example of what your RFP executive summary should look like:

Ultimately, the executive summary helps the buyer decide if they’re going to continue reading, quickly skim your proposal or forget about it entirely.

More info: How to write a winning RFP executive summary—er, briefing (with template)

3. About us

The about us section — also known as the management overview — explains your story and qualifications. Brag about yourself a little. Set yourself apart from the competition by being creative about your strengths.

You aren’t small; you’re adaptive. You aren’t inexperienced; you bring a fresh new perspective. Be proud of your accomplishments. This is your time to shine, to show the client what makes you unique.

Without tooting our own horn, we think the About page on our website can give you a good idea of how to handle this section. Just like on a website, the about us section of your proposal is all about demonstrating your strengths and how those strengths will benefit the reader.

4. Answers to RFP questions

Specific customer questions and your responses are what make RFPs such a useful tool for comparing vendors. So, in this section, you’ll work to create winning RFP responses with your proposal team.

Pay attention to the content and length of your answers. While you want your answers to be thorough and customer-centric, you don’t want to make reading this section a chore. It’s always a good idea to check your proposal content library for similar questions you’ve answered in the past to save time.

5. Project schedule

Lay out the contract schedule using milestones and key dates. This will help the client visualize where they’ll be in the future.

What will their world look like? Detail when you will finish certain tracks of work and what outcomes the client can expect. Don’t get into specifics just yet—you can sort that out in the implementation plan.

6. Contract details

How will you manage the contract in terms of supervision, communication and quality assurance? What will you need from the customer to succeed? Will you conduct status meetings? How often? What sort of specific information will you report? Will the customer’s main contact transition to a customer success representative?

Use this section to reassure your customer that you have a strong process in place. Give them the outline of your plan to keep them engaged and satisfied.

7. Implementation plan

Here’s where you can sort out the details of your onboarding and roll-out plan. The work plan should tie into the overall schedule summary and will likely include some assumptions and time estimates. A matrix is a great way to display this information. Some people like to use week 0, week 1, etc. instead of specific dates. That is especially helpful if you don’t have a firm start date mandated. Just try to be as specific as possible. Other details to cover include:

• Risks or potential problems
• Location of the work or team (on-site, off-site)
• Project staffing (by name or job title)

In most cases, the project manager handles the implementation plan. Just remember to set realistic timelines and expectations that set your team up for success.

8. Price

You can’t expect to close a deal without working through the price. That’s where your proposal budget comes into play.

When creating a proposal budget, you must consider five key factors:

• Salaries
• Research and development
• Travel costs
• Operational expenses
• Profit margin

The goal is basically to show the prospect what they can expect to pay and to justify the cost.

9. References and case studies

Your potential customer wants to see proof and examples of your past successes. Generally, they are most interested in companies that had a similar need and want to read case studies. Sometimes they also want to talk to references, so having client advocates is always really helpful.