Both parties have a documented log of the project requirements. The supplier uses this opportunity to demonstrate their understanding of the service to be performed, and the client has a clear outlook on what service to expect.

It is an objective presentation of the current situation in a company, and therefore can clearly outline the identified needs and recommendations to meet those needs.

It can provide a model of the recommendations, which brings a much needed structure and picture to a client who needs to visualize what you have in your head and are proposing they pay you for.

A preliminary implementation plan or project plan gives further structure to a design and development process which is hard to visualize.

An investment summary not only provides a financial figure (which some say is the most important section to the client), but also leads to the discussion of pricing assumptions.

A professional proposal helps win the work.

Executive Summary/Overview -- the whole big picture. A description of who the client is, why this proposal is being written, and how or why you as a supplier have been asked to propose. This section introduces the purpose of the training and contains a summary of the process so far.

Background Information -- the training big picture. Why is there a need to train? A short background statement specifically describing the state of the client organization in neutral terms. This is a broad description of what has led the client organization to seek a training solution.

Current Situation -- where are we now? A detailed description of the current state of the project. What decisions have been made, what preliminary course contest has been suggested, what is the level of instruction and design being discussed, who is the target audience, etc.

Identified Needs -- learning details. The preliminary purpose of the project, a list of learning needs (measurable if at all possible) and general learning objectives discussed thus far.

Recommendations -- execution details. These are the suggested solutions to meet the learning objectives. Perhaps good to include as a phased approach, smaller chunks are less overwhelming. Remember to keep it specific enough to give an accurate picture but not to give away a total design.

A windowpane -- a general picture of what the course schedule might look like.

Design considerations -- recognizes that the needs an goals may be adjusted or fluid during design and development. Provides an understanding of what "political" or learner needs must be considered throughout the project process. Gives a flavor of the training methods, (i.e., using a business case, or experiential activities, using subject matter experts as presenters, etc.).

Implementation plan -- the suggested project plan/time frame to execute each phase, can be presented in weeks (i.e. week 1, week 2, etc.).

Investment Summary and Pricing Assumptions -- a price range for each phase of the proposal. A range is more fluid at this stage and pricing can be finalized upon the acceptance of a detailed design document (the blueprint of the training initiative, usually finalized after needs analysis research). This section should also include optional add-on pieces (like reproduction of materials, facilitation, etc.), payment terms, and pricing assumptions such as your company has the primary responsibility for the design and development for the program, or any timelines that are not met will affect the cost, etc. It may be necessary (or wise) to include an "expiration" date -- the length of time that the proposal and the investment summary are valid.

Client and Supplier responsibilities -- state right up front what expectations you have of the working relationship, and what you believe your responsibilities to be.

Marketing bits -- your chance to sell yourself. Why choosing you as the supplier is good for the client, client lists, references, testimonials, program descriptions, follow-up results from previous training, etc.