Proposal Outline Template for Agencies
A practical framework you can reuse. Adjust for your niche and sales motion.
This outline is designed to reduce back-and-forth: it makes scope explicit, sets assumptions, and gives the client one clear “yes” path.
1) Executive summary (5 lines)
- The goal (in the client’s words)
- What success looks like (1–3 measurable outcomes)
- What you’ll deliver (high level)
- Timeline (high level)
- Total investment
2) Scope (what’s included)
- Deliverables (bullet list)
- What you need from the client (access, assets, approvals)
- Approval checkpoints (when the client must respond)
3) Out of scope (say it plainly)
- Examples of “not included” items
- Change-request process (how additions are priced)
4) Timeline + milestones
- Kickoff
- Milestone 1 (with date)
- Milestone 2 (with date)
- Final delivery
5) Pricing + terms
- One-time vs retainer
- Payment schedule
- Assumptions (e.g., response times, access, third-party costs)
- What pauses the timeline
Where software helps
Proposal software is most useful for reusable templates + e‑sign + tracking views.
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