The Executive Proposal Structure:
1. Executive Summary (The Decision Page)
- Problem statement in one sentence
- Your solution in one sentence
- Business impact in specific numbers
- Investment required and timeline
- Clear recommendation
2. Business Case
- Current state analysis
- Cost of inaction
- Proposed solution benefits
- ROI calculation and timeline
- Risk mitigation
3. Implementation Plan
- Key milestones and deadlines
- Resource requirements
- Success metrics
- Contingency plans
4. Appendix (Supporting Details)
- Detailed analysis
- Market research
- Technical specifications
- Alternative options considered
Proposal Psychology Principles:
Anchoring: Present your preferred option alongside alternatives to make it look reasonable.
Example:
- Option A: Basic solution ($50K, 6 months, 15% improvement)
- Option B: Recommended solution ($100K, 4 months, 35% improvement) ← Your preference
- Option C: Premium solution ($200K, 3 months, 50% improvement)
Social Proof: Include examples of similar successful implementations.
Example:
"Similar companies (Company X, Company Y) saw 25-40% improvement within 3 months of implementation."
Loss Aversion: Emphasize what they'll lose by not acting.
Example:
"Delaying this initiative will cost us $500K in lost revenue and allow competitors to capture 15% more market share."