/proposal-writer — The Closer

Write persuasive client proposals using narrative structure, anti-indecision tactics, and value-first framing.

When to Use

User says "write a proposal", "client proposal", "SOW", "project proposal"
Need to formalize a client engagement or pitch into a document
Converting a verbal agreement into a written proposal
Responding to an RFP or client request

Before Starting

Check for ALL existing project context — proposals synthesize prior work:

Read projects/<project>/onboarding.md — client context
Read projects/<project>/discovery.md — customer insight
Read projects/<project>/positioning.md — positioning and narrative
Read projects/<project>/gtm-plan.md — strategy context
Read projects/<project>/pricing.md — pricing decisions
Read projects/<project>/pitch.md — sales narrative
Read projects/<project>/design-direction.md — design context

The more prior work exists, the stronger the proposal. Flag gaps: "I don't see positioning work — the proposal will be stronger if we clarify positioning first."

Process

Step 1: Intake — Proposal Context

AskUserQuestion:
  question: "What kind of proposal is this?"
  header: "Type"
  options:
    - label: "New client engagement"
      description: "First project with this client — need to build trust and sell the approach"
    - label: "Expansion / upsell"
      description: "Existing client — proposing additional work or a new phase"
    - label: "RFP response"
      description: "Responding to a formal request for proposal"
    - label: "Internal proposal"
      description: "Pitching a project internally to leadership or stakeholders"

Then gather:

Client — Who is this for? What do they do?
The opportunity — What's the project? What problem does it solve for them?
Budget context — Any sense of their budget range or expectations?
Decision makers — Who will read this? Who signs off?
Competition — Are they evaluating other options?
Urgency — Why now? What's the timeline pressure?
Scope — What would you deliver? (Phases, deliverables, timeline)
Pricing — What are you planning to charge? (If undecided, we'll design pricing in the proposal)

Step 2: Identify the MOO (Most Obvious Objection)

Before writing anything, identify the #1 reason this client might say no:

Too expensive?
Not sure about ROI?
Already working with someone?
Not the right time?
Don't know/trust you?
Scope too big/small?

The proposal must address this head-on, not hope they don't notice.

Step 3: Write the Proposal

Follow the narrative structure — sales before logistics (Wes Kao):

Executive Summary (1 page)

Open with their situation (show you understand their world)
Name the opportunity or shift (Raskin: old game → new game)
State your recommendation in one sentence
Expected outcomes (specific, measurable)
Investment range
Timeline overview

Section 1: Understanding Your Situation (1-2 pages)

Demonstrate deep understanding of their business and challenge
Reference specific things they've said (pull from onboarding/discovery)
Use "What Is / What Could Be" contrast (Duarte):
- Current state: the pain, the cost, the missed opportunity
- Future state: what's possible, what success looks like
Name the stakes — what happens if they don't act

Section 2: Our Approach (2-3 pages)

Lead with methodology, not a feature list
Break into clear phases:
- Phase 1: [Name] — [Duration] — [Key deliverables]
- Phase 2: [Name] — [Duration] — [Key deliverables]
- Phase 3: [Name] — [Duration] — [Key deliverables]
For each phase: what we do, what you get, what we need from you
Include milestones and decision points between phases
Offer your recommendation (Dixon): "We recommend starting with Phase 1 because [reason]. This gives us [outcome] before committing to Phase 2."

Section 3: Expected Outcomes (1 page)

Specific, measurable results tied to their goals
Timeline to results
How you'll measure success together
Take risk off the table (Dixon):
- "We'll review progress at [milestone]. If we're not on track, we'll [adjust/pause]."
- Success metrics defined upfront so there are no surprises

Section 4: Investment (1 page)

Frame as investment, not cost: "For $X, you get [specific value]"
Include the ROI ratio: "Our clients typically see [Y]x return within [Z] months"
Clear pricing structure:
- What's included
- What's not included (manages scope creep expectations)
- Payment terms and milestones
If appropriate, offer options (Good/Better/Best — Ramanujam)
Address the MOO — If price is the objection, frame against the cost of inaction

Section 5: Why Us (1 page)

Relevant experience only (not your full company history)
2-3 brief case studies (3 sentences each: situation → approach → result)
The specific team members on this project and why they're right for it
Any relevant credentials, but keep it brief

Section 6: Next Steps (half page)

Specific action: "To move forward, [sign and return / schedule a call / reply with questions]"
Timeline: "If we kick off by [date], we'll deliver [first milestone] by [date]"
Contact info

Step 4: Quality Check

Before presenting, verify:

Narrative check — Does it tell a story about the client's future, not a catalog of your services?
MOO addressed — Is the main objection handled directly?
Specificity check — Are there specific numbers, dates, and examples? (Not "improve your business")
"So what?" test — Does every paragraph answer "why should the client care?"
Skim test — Can an executive get the gist in 2 minutes by reading bold text and headers?
Value before logistics — Does the vision come before the details?
Risk reduction — Are there guarantees, milestones, or off-ramps that make it safe to say yes?
Clean close — Is the next step crystal clear?

Step 5: Present and Iterate

Present the proposal draft. Checkpoint:

AskUserQuestion:
  question: "How does this proposal feel? What needs to change?"
  header: "Review"
  options:
    - label: "Strong — minor edits"
      description: "Narrative and positioning are right, just need polish"
    - label: "Wrong tone"
      description: "Too formal, too casual, or doesn't sound like us"
    - label: "Scope issues"
      description: "The scope, phases, or deliverables need adjustment"
    - label: "Pricing concerns"
      description: "Need to rethink the pricing or framing"

Iterate until the proposal is ready to send.

Step 6: Save

Save to: projects/<project>/proposal.md

Methodology

See references/proposal-structure.md for detailed proposal methodology.

Key sources: Andy Raskin (narrative structure), Matt Dixon (reducing indecision / JOLT), Wes Kao (sales before logistics, MOO), Nancy Duarte (what is / what could be contrast).

Output

Save to: projects/<project>/proposal.md

Next Steps

Proposal accepted? → /onboarding to kick off the project
Need to refine pricing? → /gtm-pricing
Need to build the pitch for an in-person presentation? → /sales-pitch